CANESTINE FUNERAL

SERVICES

A Marketing Plan Presented to the

Faculty of the College of Business Administration

University of the Visayas

Corner D. Jakosalem & Colon Street,

Cebu City Philippines 6000

In Partial Fulfillment

Of the Requirement for the Course

BA-11 FUNCTIONAL AREAS OF BUSINESS OPERATION

VANESSA FAJARDO

KRISTINE OGAOB

NINA CARA MAG-USARA- BSMM

Bachelor of Science in Management Accounting

September 2019
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TABLE OF CONTENTS

Page

Title Page 1

Table of Contents 2

Part

1 COMPANY/INDUSTRY OVERVIEW

Profile/History 1

Business Logo 2

Mission & Vision 3

Swot Analysis 4

Goals/Objectives 4

2 MARKET ANALYSIS/ ENVIRONMENTAL AUDIT

Environmental Audit 5

Product Life Cycle Identified 6

3 COMPETITIVE ANALYSIS

Competition Indirect/Direct 7

Market Share Breakdown 7

Competitive Advantage 8

Product Positioning 8

Industry Analysis 8

4 CONSUMER ANALYSIS/PROFILE

Market Segmentation 9

Consumer Demographics 9

Target Audiences 10

5 STRATEGY ANSOFF MATRIX 11

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6 MARKETING MIX ANALYSIS- 5 P’S

Product 12

Price 13

Place 14

Promotion 14

People/Customer 15

7 Conclusion 16
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PART I

COMPANY/INDUSTY OVERVIEW

Pofile/History (discuss the nature of your business)

Canestine Funeral Services operates as a funeral home and it will be a new

type of funeral home provider. It will provide a celebration of life when an
individual dies and gather social support for the living to bring closure and move
on.The Company also provides a complete range of services relating to funerals,
burials, and cremations, as well as sells related products and such as selling
caskets, burial vaults,. Canestine Funeral Service serves customers in the Pardo
Cebu City.

Canestine Funeral Services also offers traditional and affordable Life plans
to all segments of the society.

Entrepreneurial Beginnings:

Cara Nina, Kristine Girasol and Vanessa Fajardo jointly founded Canestine
Funeral Services. “Canestine came from combined name of the three ladies.
Although neither had experience in the death care industry, they saw lucrative
opportunities to be gained by making and operating funeral homes and services.

Business Logo

Figure 1: Business Logo

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The house shape represents home of every Filipino and Red color
represents strength, action and energy to those people who lost someone.
Morning star symbolizes that there is always hope. Canestine is your light after
the darkness
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Vision

To be the most respected name in the funeral industry that offer services
to all families without regard to religious beliefs or economic limitation and to be
the funeral home of choice for all families in society. This will be attained through
provision of the highest quality services with the best facilitites, well trained, and
at the most affordable rates.

Mission

• To provide families with exceptional and meaningful end-of-life

services.

• To provide a comfortable and affordable coffin to the costumer

• To lead the industry in services and to exceed customer

expectations.

• provide a comforting atmosphere

• To develop trust with families, community, and suppliers.

• To provide families mourning the loss of someone they loved with

guidance, information, advice and care during the loss process.

• To provide caring, personalized and professional funeral, memorial,

cremation services customized to families, cultures and spiritual needs and to
approach the loss of a loved one with the greatest dignity and respect.
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SWOT Analysis – FOCUS ON YOUR SERVICES

Strengths
Opportunities
 In demand among the general
public
 Ability to expand additional
 Ability to sell products online stores
 Better product life and durability  Continued expansion for online
 Product innovation is ongoing sales
 Management is committed and  Lower inflation rate
confident  Could develop new products

Threats
Weaknesses

 Products are already sold by

 Competitors can offer similar
major competitors
products quickly
 Existing funeral homes
 High utility cost and payroll cost
 Rising a raw material
 Shifting Cultural trend
 Market demand very seasonal
 No direct marketing experience
 Environmental affects would
 Need more sales people
favour larger competitors

Figure 2: Swot Analysis

Goals/Objectives – BULLETED / SMART, Specific, Measurable, Attainable,

Realistic and Time Bounded

Our goal is to help our client create a decent farewell for their loved ones
and memorable experience. We promise to exceed your expectation by providing
exceptional, professional and high quality services.The Canestine Funeral Services
provides celebration of an individual’s life and social support to bring closure and
move ahead with living.

In order to achieve this, the Canestine Funeral Services will create

facilities that bring families and communities together in a way that celebrates
the life of the deceased and renews bonds of social support.

The canestine provide digitized photos and films of the deceased will be
available in the reception room.
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PART II

MARKET ANALYSIS/ENVIRONMENTAL AUDIT

(2 – 5 SENCTENCES DESCRIBING WHAT IS ENVIROMENTAL AUDIT

/MARKET ANALYSIS)

Environmental Audit - PESTEL

Political/Economic

As the political conditions of our country is changing day by day, so it’s an

external factor which may affect the performance of our business in a way of
changing in government policies, taxation policies and other laws. Etc. So we will
maintain our business according to those policies.

Social

In a society our business has to settle and survive as a long term business so we
have to focus on the social issues which can impact on the business performance
and success.

Technological:

Here is a great improvement and advancement in the technological sector in the

world so it’s also as important external factor which influences on the
performance of the business and to keep that performance level of business
maintained we have to use new advance technology in the business.

Environmental:

Some of the environmental issues which may impact on the performance of the
business, like the location of business and other environmental hazards So for
controlling such issues we may develop the strategies of the business to keep the
quality service by adopting environment friendly strategies.

Legal:

Some of the legal issues may also affect the working of business so we should
keep our company incorporated by the laws and to work according to the legal
conditions and formalities.
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Product life Cycle

The product life cycled is Introduction, Growth, Maturity and Decline

Our products belong to the introduction in the Canestine Funeral Services

is developing a market for the product and building product awareness, as it is
necessary to reach out to potential customers.

Figure 3: Product Life Cycle

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PART III

COMPETITIVE ANALYSIS

(make an introduction (2 – 5 SENCTENCES) DESCRIBING WHAT IS

COMPETITIVE ANALYSIS)

Competition-Direct/Indirect – Present this in Table Form

Canestine Funeral Services has direct competitors from St. Peter Life Plan,
Saint Francis Memorial Home, Cosmopolitan Funeral Homes. These funeral
businesses sell almost the same products and therefore direct competition.
However, they are all the same but different strategies.

Market Share Breakdown

Figure 4: Market Share Breakdown

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Competitive Advantage

Canestine Funeral Services maintain competitive advantage by creating for

 New ideas.

A reception hall where meals and refreshments may be catered

Electronic presentation and projection of photos and films of the deceased

Soft background music selected by the family, if requested

Discreet areas where small groups may form an intimate discussions

A children playroom, supervised if requested

 New experiences for guests.

The customer or the family of the deceased can make their own design of their
burial or the casket if they want which are affordable for them.

We deliver on time and our product are affordable which are the average people
can experience a great burial in affordable prices.

Product Positioning

Canestine Funeral Services offers a product with a great quality, services

and affordable price for the customers.

Industry Analysis

Our product is belonging to the Funeral Industry. Companies in the

Funeral Services Industry are often viewed in an unpleasant light, but the
products and services they provide are necessary. Demand for funeral services is
inelastic, making the group recession resistant, though not recession proof.
Business tends to be consistent, but there is a degree of seasonality in results,
with revenues and earnings highest during the winter months, when influenza
and pneumonia cases peak. Although the Funeral Services Industry is stable, and
its long-term prospects are buoyed by the aging baby-boom generation.

(additional info relating to your business, how would you penetrate, what
will you do to compete)
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PART IV

CONSUMER ANALYSIS/PROFILE

(make an introduction (2 – 5 SENCTENCES) DESCRIBING WHAT IS

Consumer ANALYSIS)

Market Segmentation

Market segmentation is a process of subsiding a market into

buyer’s distinct groups with different characteristics and needs. We have
segmented the market in terms of the four generations that are over age of 30+
who form the active decision making. The market is dissevering according to
those who make the acquiring decision as regards to the funeral. The market
segments for the Canestine Funeral Services are divided by the generations of
decision makers around 30 yrs. old and above.

Demographic Segmentation

The consumer demographics by Canestine Funeral Service is divided by

the5 generations those are the GI Generations, the Silent Generation,Baby
Boomers, and Generation X

GI Generation (greatest generation)

 Born 1901-1924. This generation is age 84 or 90+ older this is the most
active market. The rate of dementia is high among this group , if the
funeral haven’t been arranged by them, most likely their baby boomers
children(grandson/daughter) are the one who make the arrangements

Matures/Silent Generations

 Born 1925-1945. Today comprises roughly 20 million adults in their 70s

and 80s. This is the age segment probably most marketed by existing
funeral homes. It has been called Silent Generation0020 because it was
between the heroic GI Generations that fought World War II.

Baby Boomers

 Born 1946 to 1964. They’re current age 55-75 years old. Members of this
generation are increasingly involved in funeral decisions as their parents,
spouses or children dies. They are engaged in planning services and
especially for funeral arrangements.
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Generation X

 Born between 1965-1980. They are currently between 35/30 -53 years old
youngest cohort to make funeral decisions with only members age 35 or
older

Target Audiences

The target market of the Canestine Funeral Services will be the G1, Silent,
and the Baby Boomers. The three cohorts have different needs, tastes, and
potential very significant in the operations of the funeral home. Through the three
cohorts, the funeral home will learn how to provide differential high quality
services to the customers and the families involved.
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PART V

STRATEGY-ANSOFF MATRIX

The Ansoff Matrix, also called the Product/Market Expansion Grid, is a tool
used by firms to analyze and plan their strategies for growth. – 2 to 5 sentences

Figure 5: Strategy Ansoff Matrix

Market Penetration is the strategy used by the Canestine Funeral Services

it focuses on increasing sales of existing products to an existing market. As far as
we know Funeral Industry has a lot of competitors to increase our sales and to
have a loyal customers we used Market Penetration. In order to achieve this
strategy Canestine Funeral Services decreasing prices to attract existing or new
customers, increasing promotion and distribution effort.
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PART VI

MARKET MIX ANALYSIS-5P’S

Canestine Funeral Services effectiveness in implementing its marketing

mix contributes to the leading performance of its business in funeral industry.
Canestine marketing mix facilitates effective reach to target customers around
Cebu City

Product/Services

As a funeral service business, a Canestine Funeral service has a product

mix composed mainly different products and services. This element of the
marketing mix covers the various organizational outputs (goods and services)
that the enterprise provides to its target markets. Canestine product mix has the
following main product /services lines:

Canestine will offer:

1. A reception hall where meals and refreshments may be catered

2. Electronic presentation and projection of photos and films of the

deceased

3. Soft background music selected by the family, if requested

4. Discreet areas where small groups may form an intimate

discussions

5. A children playroom, supervised if requested

6. Easy wheelchair accessibility

7. Life plan – providing and professional Pre-paid death care services.

offer affordable traditional memorial life plans

8. Casket (Metal casket, Full glass, Imported corners and elegant

interior)

9. Legacy custom casket ( handcrafted caskets made with the finest

materials)

10. Specialized metal and fiber glass caskets with emblems painted on
the inside for people belonging to firefighting, police, military and
fraternal organizations
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11. Other specialty caskets with unique features that emphasize the
individuality of the deceased and they can request what design
they want us to do.

12. Burial vaults

13. Cremation

14. Burial

Price – what pricing strategy

The price of the product was depending on the unit, quality and
brand of the product. This element of marketing mix specifies the price point and
price ranges of the company’s products and services. The aim is to use prices to
maximize profit margins and sales volume. Canestine funeral services use a
combination of the following pricing strategies:

1. Happy saving strategy

2. Psychological pricing strategy

In the Happy saving strategy, Canestine Funeral Services offers products

and services bundles for prices that are discounted, compared to purchasing each
item separately. For example, customers purchased burial (including the casket,
used of chapel, transportation, burial services to optimize cost and product value.
On the other hand, in psychological pricing, the business uses prices that appear
significantly more affordable, example 99 instead of rounding it off to the nearest.
This pricing strategy helps encourage consumers to purchase the business
product and services based in perceived affordability. Thus, this element of
Canestine Funeral Services marketing mix highlight the importance of Happy
saving pricing and psychological pricing to encourage customers to buy more
products.

Cremation – cost 60, 000 including casket and cremation process and urn

Burial- simple burial can cost P150, 000 includes all costs such as storage,
rent of chapel, transport and actual burial services.

Burial vaults- between P17, 800. 25 to P136, 609.25

Professional Services- 24,374.00

Use of reception room- 9, 660.25

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Used of chapel- 7,318.05

Transportation- 15, 856.80

Place – explain why you choose this place

Pardo, Cebu City, Cebu 6000

Figure 6: Map

Promotion – present sample of your promotion

This element of the marketing mix defines the tactics that the business
users to communicate with customers

1. Public relations (community relation, customer relations, social

media)

2. Direct marketing (using mail, internet where the seller can directly
reach out to the consumer. For example, giving flyers, door to
door, etc.)

3. Traditional Marketing (placing ads in yellow page directories,

newspaper to alert people about our pre-planning services
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People or Customer Service – (how do you want your employees to be

perceived by your customers)

The most successful companies put the right people in the right job. But
now, instead of companies which hire of thousands of employees, let us think of
small business. The lesser the people, the more their importance rises. That’s the
Canestine Funeral Services; we treat our customer and employees as a family.

Canestine Funeral Services provide a great service to their customer. We

deliver in the right place and the right time. We considered the opinion of our
customers because they also help us in innovating our business. Our employees
were well trained and we hired employees with a great attitude. We trained them
on how to communicate and assist with the customer in a very special way. We
make our customer feel special. We ask about our customer feedback. With their
feedback we can identify areas for improvement and make specific changes in our
business. To provide good customer service we make sure our employees and our
staff how our products and services work.
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PART VII

CONCLUSION

Building a brand is one of the difficult stages in putting up an enterprise. It

is the start of everything, meaning the success of the business lies on building a
great brand. If the product or service did not brand itself, it will be difficult for
that business to succeed. For a successful business it is necessary that one should
have proper knowledge and skills of managing the entire business the owners
should properly hire the supervisors by following the specific selection criteria and
should themselves take personal interest in the activities as well they should stay
updated with the business activities

We as marketers must learn that, if we brand our products and services

correctly and passionately, we could be successful. Even if our products are not
as unique as to others, we could sell anything as long as we give our best in
fulfilling our promise; we could be successful in business like what the other
company did.