PAMANTASAN NG LUNGSOD NG VALENZUELA

Poblacion II, Malinta Valenzuela City

S.Y. 2015-2016

A Marketing Plan on

“Pastry Bliss”

Presented to:
The Committee in Oral Examination
Pamantasan ng Lungsod ng Valenzuela
Poblacion II, Malinta Valenzuela City

In Partial Fulfilment for the subject of

Principles of Marketing (MKTG1)

Submitted by:
(Members)

School Year 2015 – 2016

 PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016

APPROVAL SHEET
This Marketing Plan Entitled

“Pastry Bliss”

Prepared and Submitted by:

Ms. Elaine Joyce L. Minguilan, Ms. Nerissa Milan, Ms. Desiree A. Bugtong, Ms. Rizza
Lyn A. Lopez, Ms. Patricia Mae V. Paulino, Ms. Elizabeth Diaz, Mr. Emmanuel D. Dela
Cruz, Mr. Maynard D. Umlas, Mr. Jeezreel Robante, Mr. Arnulfo A. Limpios, Mr. Joey
Boy Termulo

In Partial fulfillment of the requirements for the subject of

Principles of Marketing
Has been examined and recommended for acceptance and approval
for oral examination.

Mr. Carlo Nino Gedoria

Instructor

PANEL EXAMINER RATING

Approved by the Committee in Oral Examination with a grade of ______.
Accepted and approved as partial fulfillment of the requirements in
Principles of Marketing

____________ ____________ _____________

Member Member Member

_________________
Chairman
 PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016

Acknowledgment

We would like to give our greatest gratitude to God who guide, light, and inspire us
while doing this Marketing Plan, without Him this project would not be possible.

And also, to our instructor Mr. Carlo Gedoria who gave us the opportunity to make this
project and to let us show our skills, talents, and abilities. He shared his knowledge and
experience as our guide in doing this Marketing Plan.
We appreciate the financial, moral support and understanding from our families and
friends who encourage us when we are down and frustrated.
To those who lend their time just to help us, give suggestions, knowledge and wisdom
to have a presentable outcome. We are grateful for the cooperation and encouragement for
the following persons:
 Christian Dela Cruz for giving us an ideas and knowledge to finish this project.
 Nerissa Milan for making our company and business logo.
 RIzza Lyn Lopez, Elaine Minguilan, Nerissa Milan, and Emmanuel Dela Cruz
for letting us to come in their house to make this project.
 PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016

Introduction

Generally, most people love sweets. That’s why building business which specializes in
creating sweets such as ice cream, cakes, different kind of pastries and etc. is the best choice
of business line. The market of this product is very wide that the business can also expand
not only in local but in global for future plan expansion.

According to some conducted researches and observations, people tends to be health

conscious. From this market changes, Pastry Bliss will create an edge to win, to gain and to
sustain the market growing needs.

Pastry Bliss under the Example Partnership Company will now enter the market by
creating different types and various kind of products that will not only suffice the needs and
wants of the market but to adapt in it through providing an innovative healthy and fresh pastry
products.
 PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016

I. Executive Summary

A. The Company

EDC & JBT Partnership

The EDC & JBT Partnership Company came from the initials of the partners
who invested capitals and dedicate themselves to make the business grow. The
other partners involve in making this company agrees to contribute services and
skills for the business.

B. Name of the Business

Pastry Bliss

The name of the company signifies the following meaning:

Pastry – represents the product offerings of the business itself. It represents the
specialty products the business serves.

Bliss – the word that will define what the consumer will feel when they avail the
product – delightfulness.
 PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016

C. Location of the Business

The business will be located and established at Demitillio St. Gen. T. De Leon
Valenzuela City. The said location has been proven to be feasible for the business
according to conducted research and observations.

D. Company Vision, Mission and Objectives

Vision

The leading pastry shop in town that is committed in offering and providing high
quality products and services that will surely satisfy and exceed the needs and
wants of the customer’s daily lives.

Mission

To continuously provide a satisfying healthy pastry product paired with good quality
service to meet and exceed customer expectations.

Objectives

a. To gain profit.
b. To obtain the sixty percent (60%) of the total market share of Barangay
Gen. T. De Leon within the first two months of its operations.
c. To provide convenience to the said Barangay.
d. Return of investment from original financing by the end of the year.
e. To build long term customer relationships.
 PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016

E. Company Logo

The composition of the company logo represents the

following:

 Shape – Continuous operation, expansion and

innovation of the business.
 EDC & JBT – Represents the initial of the founders
of the business.

F. Business Logo

The circle shape of the logo symbolizes the continuous operation of the
business. The following part of the business logo represents the following:

 Spoon and Fork – “Happy Eating”

 Chef Hat – Professionalism
 Letter “P” and “B” – Initials of the Business
 Pastry Products – Specialty of the House
 Tag-line – the tag-line of the business was place to
easily create retention on the mind of the consumers.

G. Unique Selling Proposition

“Sweetness that will care for you”

We’ve come up to this Marketing proposition to inform them that our products are not only
sweet and delicious but also nutritious.
 PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016

II. Marketing Aspect

A. Marketing Objectives

 To build awareness about Pastry Bliss store.

 To provide the needs and wants of the target market.
 To position the Pastry Bliss on the top of the mind of the market.
 To establish long customer relationship.

B. Market Description

The market can be considered as congested since it composes of many

competitors and other business line that can substitute the main offering and
specialty of the business.

C. Actual Demand

To fully identify weather the business is feasible/will be profitable or not,

computing demand is very essential. And to understand more the market needs,
wants and demand, Pastry Bliss conducted some researches to prove that there’s
the need exists in this specific market.
 PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016

The actual demand is computed as follows:

Valenzuela City Population Projection By Age Group

(2010-2024)
Age Group % Share
Under 1 2.08%
1-4 8.50%
5-9 10.20%
10-14 9.68%
15-19 9.43%
20-24 10.04%
25-29 9.96%
30-34 9.03%
35-39 7.42%
40-44 6.24%
45-49 5.17%
50-54 4.20%
55-59 3.08%
60-64 2.13%
65-69 1.17%
70-74 0.84%
75-79 0.47%
80 and over 0.37%
All Ages 100.01%
*Source: City Planning Office of Valenzuela Municipal Hall

The total percentage of the population that is incapacitated to buy the said product
offerings of the business will be subtracted from the total population of the Barangay Gen. T.
De Leon. Then, the result of the survey which stands for the percentage of the people who
prefers to buy pastries rather than any other sweets will also be multiplied to the subtracted
result (population who do not have the capacity to buy) to get the nearest possible actual
demand.
 PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016

The part of the market that the business considered to be incapacitated of the following
composes of the following bracket of ages:

 New born babies/ Under 1 year old

 Ages 1 to 14
 Half of the population of the age 15 to 19
 Lastly, people in ages 55 and up

The result of the computation will be as follows:

Gen. T. Population 95,563

Total Percentage of Population that is Incapacitated to buy
less (43.21%) 54,271
Total 41,292
*Source: City Planning Office of Valenzuela Municipal Hall

Total Market 41,292

multiplied Percentage of population that prefers to buy pastries 29%
Actual Demand 11,975
*Source: Actual Survey Result
* 43.21% came from the total number of Percentage of share of people aging under 1 - 14, half of 15 - 19, and 55 and up.

Buying Frequency

Actual Demand % of Share Total Days Total

Everyday 11,975 x 12% = 1,436.95 x 30 = 43,109
Once a Week 11,975 x 18% = 2,155.43 x 4 = 8,622
Twice a Week 11,975 x 27% = 3,233.15 x 8 = 25,865
Thrice a Week 11,975 x 30% = 3,592.38 x 12 = 43,109
Monthly 11,975 x 5% = 598.73 x 1 = 599
Twice a Month 11,975 x 8% = 957.97 x 2 = 1,916
Others 11,975 x 0% = - x = -
Total 100%
Total no. of Consumer Market per Month 123,219
x 12

Total no. of Consumer Market per Year 1,478,626

 PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016

D. Historical and Projected Demand

Historical Projected
Year Demand Year Demand
2015 1,478,626 2015 1,478,626
2014 1,449,055 2016 1,508,199
2013 1,420,075 2017 1,538,364
2012 1,391,674 2018 1,569,133
2011 1,363,842 2019 1,600,516
2010 1,336,566 2020 1,632,528
* The annual growth of 2% based on NSO was used on the computation.
*Formula for Historical: [Total Product Line Demand-(Total Product Line Demand x Annual Growth)]
*Formula for Projected: [Total Product Line Demand + (Total Product Line Demand x Annual Growth)
 PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016

E. Competitors Analysis

Competitors Description Location and Operating Hours

 Independence St. GTDL
Val. City
JOHN’s BAKERY
 A well-known bakeshop in providing and making high quality bread. Monday-Sunday
 5:00am – 12:00pm
 1:00pm – 3:00pm
 Bonifacio St. GTDL Val.
City
CUEVAS BAKESHOP  A known bakeshop brand that offers different varieties of quality Monday-Sunday
bread and Pastries.  5:00am – 12:00pm
 1:00pm – 3:00pm
 L. Bernardino St. GTDL
Val. City
EARN’s BAKERY  A bakeshop having different types of bread and cakes. Monday-Sunday
 5:00am – 12:00pm
 1:00pm – 3:00pm
 Santolan St. GTDL Val.
City
 A Bake house specialized in occasional gatherings Monday-Sunday
GRACE BEE BAKEHOUSE  5:00am – 12:00pm
 1:00pm – 3:00pm
 PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016

COMPETITOR ANALYSIS
Ratings ( Scale 1-5 ; 1 - Poor , 5 - Excellent )
Cuevas Grace Bee
Attributes Weight Pastry Bliss John’s Bakery Bakeshop Earn’s Bakery Bake house
Price of the Product 45% 3 4 3 3 3
Quality of the Product 25% 5 5 5 4 4
Accessibility of the Store 20% 4 5 3 4 4
Service 10% 5 4 4 4 2
Total Average 100% 4.25 4.50 3.75 3.75 3.25
 PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016

F. Market Share

Survey Basis
Willing to buy in Pastry Bliss 87%
Not Interested 13%
% of Business Acceptance
Total Consumer Market ( Actual Demand ) 11,975
multiply % of willing to buy in Pastry Bliss 87%
Total 10,418
Customer who buys Weekly
Total Market Industry 10,418
multiply % of Consumer Market who buys Weekly 18%
Total 1,875

*The market share is computed based on the actual observation conducted on competitors.
* The data’s and percentage used in the computation is based on the actual survey result.
 PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016

G. SWOT Analysis

Pastry Bliss SWOT Analysis can provide the essential and the necessary data
and information needed to provide and examines the company’s key business
structure, operations, products and a summary of the key revenue lines and
strategy.

Strengths Weaknesses
Accessible to the Market Same Business Lines
Competitive Price Possible Price Wave
Highly Skilled Worker Perishable Ingredients
Quality Products

Opportunities Threats
New Technologies Well-Known Competitors
Market Expansion Competitors Innovation
New Product

H. Market Segmentation

Generally, customer preference is the first thing to be considered in making

product/ innovating product therefore, analyzing customer base on their geographic,
demographic, psychographic, and behavior are very essential. Then the product
shipment and distribution follows. Below segments are the summary/ plotted info’s
came from the report of blank.
 PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016

Geographic Demographic Psychographic Behavioral

In general, Pastry The market The way the target If the product is
Bliss target market demographics are market thinks – in proven to have
can be found all composed of any our business line, if quality and if the
around the globe. capacitated there’s new, “why market can afford
But today, since individual mostly would they not buy the product, they
Pastry Bliss is new of people (E.g. on it?” buy.
to market, it’ll only Students – male They seek for new The market
focus on delivering and female, products. Customers react
its products and Households, and rely on what
services in Couples, etc.) who they hear and
Barangay Gen. T. love to eat sweets what they
De Leon, like cakes, experience.
Valenzuela City. cookies, and etc.

I. Marketing Mix

 Product
Pastry Bliss offers luscious and nutritious sweets which are segmented
into different categories such as: desserts, ice cream, Shakes, and
Pastries.
The products are suitable based on the necessity of the barangay.
 Price
The price will be based lower than competitor’s price to attract consumer
to avail the product.
 Place
The Pastry Bliss will be located at the Demitillio St. Brgy. Gen. T. De
Leon Valenzuela City. It is surrounded by different schools and
establishment, this are the greatest advantage of the said location
 PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016

 Promotion
Pastry Bliss will use different marketing promotion such as: tarpaulins,
flyers, coupons, and freebies to recognize and be aware that the
business exists and it will create product loyalty to the target consumer.

 Marketing Mix Strategy

The Business will be located at Demitillio St. Brgy. Gen. T. De
Leon Valenzuela city which offers luscious and nutritious sweets
and the price will be based lower than the competitor’s price to
attract the consumers to avail the products.
Pastry Bliss wills used different marketing paraphernalia’s to get
consumer’s awareness that will create product loyalty.

 Marketing Paraphernalia’s

Flyer

Coupon
 PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016

Tarpaulin

J. Channels of Distribution

Supplier Pastry Bliss Consumer

s s

Survey Result Tabulation

1. Do you like to eat sweets?

No. of
Variables Respondents Percentage of Share
YES 82 82%

NO 18 18%
TOTAL 100 100%

*NOTE: the unbalanced of the total result is due to multiple respondents answer .
 PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016

2. If you were to buy sweets, what would you prefer to buy?

No. of
Variables Respondents Percentage of Share
PASTRIES 39 29%
ICE CREAM 61 45%
DELICACIES 15 11%
SHAKES 20 15%

TOTAL 135 100%

*NOTE: the unbalanced of the total result is due to multiple respondents answer.

3. How often do you buy sweets?

No. of
Variables Respondents Percentage of Share
EVERYDAY 12 12%
ONCE A 18 18%
WEEK
TWICE A 27 27%
WEEK
THRICE A 30 30%
WEEK
5 5%
MONTHLY
TWICE A 8 8%
MONTH
TOTAL 100 100%

*NOTE: the unbalanced of the total result is due to multiple respondents answer .
 PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016

. 4. What is your reference in buying sweets?

No. of
Variables Respondents Percentage of share
PRICE OF THE
PRODUCT 62 45%
QUALITY OF
THE PRODUCT 34 25%
ACCESSIBILITY
OF THE STORE 27 20%
SERVICE 14 10%
TOTAL 137 100%

*NOTE: the unbalanced of the total result is due to multiple respondents answer .

5. Are you a health conscious but like to eat sweets?

No. of
Variables Respondents Percentage of Share
YES 91 91%
NO 9 9%
TOTAL 100 100%

*NOTE: the unbalanced of the total result is due to multiple respondents answer .

6. Are you willing to patronize a new pastry shop in your vicinity?

No. of
Variables Respondents Percentage of Share
YES 87 87%
NO 13 13%
TOTAL 100 100%

*NOTE: the unbalanced of the total result is due to multiple respondents answer .
PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta Valenzuela City
S.Y. 2015-2016