A Marketing Proposal Presented to the Faculty of Senior High School

Munoz National High School – MAIN

Partial Fulfillment of the Requirements

of ABM Strand Senior High School

12 – ABM B

Martin, Anne Fernee B.

Angeles, Michelle A.

March 2020

I. EXECUTIVE SUMMARY

Milktylicious is a unique milk tea store. The goal of this marketing plan is to outline
the strategies, tactics and programs that will change the face of the store.

Since marketing will play a dynamic role in the success of milktylicious. It is our
dream to introduce the milktylicious brand to consumers all around the world, as well as
creating a more refined milk tea culture. To achieve our plan, we must build a brand
awareness our products by promoting itself through social media’s such as Facebook,
Twitter, YouTube, Instagram and many more. From the ingredients for our products to
the customer service at our stores, we keep a strict and high standard, setting the bar
for our competitors.

The idea of creating milktylicious was when the Co-founders of milktylicious,

Michelle and Fernee was looking to purchase fruit tea but the results were that when we
tasted it, we felt that fruit tea is not authentic and did not taste like the tea we drink in
different branch. We made it ‘cause of our target customer who loves milk tea and ice
cream that’s why we combined it. In the process of creating milktea ice cream of their
taste, they tasted numerous different type of milk, yogurt, and tea leaves with recipe of
their teas.

II. Study Background

A. Brief History of the Company

Ever since Tiger Sugar stepped foot in the Philippines, the love and appreciation
for brown sugar milk tea have been thriving. Even milk tea spots that didn't traditionally
serve brown sugar drinks jumped on the bandwagon.
But Taiwan is operating on another level because apart from introducing milk tea to the
world, they now also have your next obsession: brown sugar milk tea ice cream.
Every box comes with four pieces and is priced at NT$96 (P162), meaning each stick
should only come to around P40-P41.

The experimental dessert maker, who is the head baker of Bellefleur by Beatrix,
doesn’t like to stick to traditional recipes. She’s always finding new ways to introduce
flavor combinations and unconventional ways to eat our favorite sugary treats.
Deconstructing classic desserts is her forte.

Bea’s popular ube and leche flan combo, which can be eaten as a slice of moist and
creamy layered cake or as a rich scoop of ice cream, is a clear example of how she
innovates traditional favorites. Now she has another creation we can’t get enough of—
milk tea soft-serve ice cream.

This wonderful concoction can be found at The Dessert Table stall in Eden Food Hall,
Taguig. It comes in two delightful flavors, Royal Milk Tea and Thai Milk Tea. Both are
characterized by a distinct sweetness and texture.

https://lifestyle.inquirer.net/300160/milk-tea-soft-served/
https://www.cosmo.ph/lifestyle/food-drink/brown-sugar-milk-tea-ice-cream-a254-
20190505

Company Ownership
The Milktealicious is a privately held S-Corporation owned in total by its co-founders,
Michelle Angeles and Anne Fernee Martin.
 B. Mission and Vision
VISION

We seek to become popular and successful business in the Philippines that will
have different branches around the Philippines.

MISSION

 Aims to be visible in the Munoz market through business expansion and access to
advancements in technology
 To help the customers to their success by giving a good marketing strategy.
 Offers quality and excellent service through employee training and by maintaining
an attractive place of business.

C. The Product/Service Offering

PRODUCT DESCRIPTION

The Milktylicious will carry a variety of quality products that will enable us to provide
full service to our customers. Our underlying philosophy in selecting products is to choose
lines that will bring consistent quality, competitive prices, and product satisfaction to our
customers. We have personally researched and sampled each of the following products
that we offer to ensure the quality we guarantee.

 Brown sugar Ice Cream

 Honey Creme Ice Cream
 Chamango Boba Sundae
 Pudding (such as chocolate, custard, mango, or taro)
 Avocado
 Boba Sundae with Taro Ice Cream
 Matchata Boba(milk and cereal sundae)
 Toasted Creal Caramel Sundae
 Banana Crisp Yogurt Sundae
  Cherry Sundae with Yogurt
 Porridge with Raspberry Ripple and Honey Roasted Pistachios
 Watermelon

The Milktylicious will make these same products available through our high quality,
full service delivery - bringing these products directly to their doorstep at a competitive
price.

Sizes Price

Small P35-P55

Medium P45-P65

Large P75

III. Macro-Environmental Analysis

1. Political- milktylicious will surely have a complete papers to put up a

business, also be a good and not disobey the rules of government regarding
how to put up a business, and also pay all the taxes that need to pay.
2. Legal- milktylicious will assure to follow the law and rules about how to put a
business and take a permit and license to be legal.
 3. Social- milktylicious has a competitor that offer the same, but were not worry
that we lose because our product has a unique, high quality standard that will
surely like the customer and going back again to us
4. Economic- milktylicious will surely ensure the investors will satisfy for our
product so that they continuing their investment for our product. The
milktylicious owner are expected to show profitability before they will allow to
reap the rewards of their hard work.
5. Technological- milktylicious has a page on social media to ensure that
customer has an update to our business and also they can message if they
want a little information about it.

IV. Strengths, Weaknesses, Opportunities and Threats (SWOT Analysis)

 WEAKNESSES
*Undufferentiated
STRENGTH products or services
* Reasonable price *Poor performing
* Quality of the Product employees can remain
* Product Familarity their jobs
* Capacities and their
availability

THREATS
OPPORTUNITIES * Seasonal Demand
* Huge Market * New competition in the
* Health Property market, possibly with new
* Trendy Product products or services
* Price war

V. Micro-Environmental Analysis
 Micro-Environmental Analysis

Company Customers Suppliers Competitors Intermediaries Public

Company
Nothing can be as important as self-analysis by the organization itself. "We have
met the enemy, and he is us" - Pogo.
Understanding its own strengths and capabilities in a particular business, that is,
understanding a business in depth should be the goal of a firm's internal analysis. The
objectives, goals and resource availabilities of a firm occupy a critical position in the
microenvironment of marketing. The company with its resources and capabilities
surrounds the consumer in the microenvironment.

Customers

As all businesses need customers, they should be Centred (Orientated) around

customers. The firm's marketing plan should aim to attract and retain customers through
products that meets their "wants and needs" and excellent customer service.

Suppliers

Suppliers provide businesses with the materials they need to carry out their
business activities. A supplier's behavior will directly impact the business it supplies. For
example if a supplier provides a poor service this could increase time scales or product
quality. An increase in raw material prices will affect an organization’s Marketing
Mix strategy and may even force price increases. Close supplier relationships are an
effective way to remain competitive and secure quality products

Competitors
The competitors of an organization can have a direct impact on business
strategies. The organization must know how to do a competitive analysis of competitors
and have a competitive advantage. An organization must understand, what value
added services their competitor is providing or the unique selling point of their
competitors. How they can differentiate from their competitors. What benefits a
company can offer to the customers which competitors does not offer.
 Intermediaries
Intermediaries, also known as distribution intermediaries, marketing
intermediaries, or middlemen, are an extremely crucial element of a company’s product
distribution channel. Without intermediaries, it would be close to impossible for the
business to function at all. This is because intermediaries are external groups,
individuals, or businesses that make it possible for the company to deliver their products
to the end user.
Public
Public constitute a major force in the micro environment and marketers have to
very carefully study their opinion, values, beliefs and attitudes in order to design a
proper marketing strategy for goods carefully tailored to meet the needs of the target
consumer segment. In a sort of reverse engineering, marketers also use the media to
shape consumer tastes and preferences.

VI. The Market

81,483 (Science City of Munoz Population)

By gender: By age:

Male 41,191 50.6% 0-9 years 16,179 19.86%

Female 40,292 49.4% 10-19 years 16,177 19.85%

20-29 years 13,142 16.13%

30-39 years 11,083 13.60%

40-49 years 10,060 12.35%

50-59 years 7,613 9.34%

60-69 years 4,166 5.11%

70-79 years 2,244 2.75%

80+ years 819 1%

A. Market size
 Milk Tea Ice Cream market size, by product 2013-2024
25

20

15

10

0
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024

Original Flavored Milktea Icecream Brown Sugar Ice Cream Other Flavors

B. Market needs

Product features Possible benefits for your customer

Its purpose It will meet your needs and save you time
and money

How it is developed or It supports local industry and helps the

manufactured environment

How it is checked for quality You can be confident, taste it and feel it
Product features Possible benefits for your customer

How it is delivered You don't have to worry about delivery; we

organize that for you

How it is maintained and serviced You can be assured that if it needs

maintenance, we will take care of it for you

Its price You can comfortably afford it

How it compares to similar You can base your decision on the good
products the business offers reputation our business has earned for
selling other well-regarded products

How it compares to competitors' You are receiving quality and value for
products money

Its strengths and limitations (the You are buying a product that is well-
capability of the product to deliver matched to your particular needs
benefits to clients)

Other products that might Buying this companion product will allow
complement it you to meet the needs of your entire firm.
 C. Market Trends

Chart Title
6

0
2017-2018 2019-20 2021-22 2023-24

VII. Marketing Objectives

 To continue the delivery of outstanding product through focus, efficiency and
effectiveness to do whatever is necessary to provide an enjoyable dining
experience.
 To provide good relationship between the business and the customers.
 To continuously innovate our milk tea ice cream

VIII. Marketing Strategies

A. Product Strategy
There’s a lot of competitors when it comes to a business. But our product will be
more advantages with my competitors because we add some strategy and uniqueness
in our product. In order to ensure product quality. Also it includes cleanliness and
sanitation. milktylicious will start by offering a variety of options, from simple flavors.

1. Target Market
The target market of this product is everyone. It is for everyone because it would
be beneficial for all people. Specially, those people are in the risk of cancer, bone
health, diabetes, digestion, heart disease. Milktylicious contains a lot of vitamins and
nutrients that can help all the customers maintain their good health

2. Brand Positioning

We create this kind of logo because of uniqueness to the other that our brand
undergoes an overhaul, it feels like tectonic plates are shifting in your brain. This helped
make them distinct and different. Not only did this make them easier for consumers to
identify, it ultimately benefited them.

B. Pricing Strategy
The price strategy that will be undertaken should consider the following aspects:
1. Customer demand
2. The product lifestyle
3. Potential substitute
Customer Demand
Customer demand is a crucial factor which is driven by tastes, income and availability of
other similar products at a different price. For a lot of consumers, value and price are
highly related: “the higher the price, the higher the value.” Consequently, the
Milktylicious intention to position as a unique, innovative, and attractive product give it a
certain control over price.to be able to implement higher pricing though, the
minimization of the non-monetary costs to customers should also be include along with
awareness of the product (notably by advertising) and value (benefits).
The product lifestyle
Our business should take advantage also to the fact that the newer the product and the
earlier in its lifestyle the higher the price can usually be. It ensures a high profit margin
as the early adopters buy the product and the firm seeks to recoup development costs
quickly and it also brings a certain prestige to the product.
Potential substitute
The main characteristic however is product differentiation.
C. Distribution Strategy
Milktylicious will be distributed through these channels: restaurant, bars, store
houses, direct sales.
D. Advertising and Promotion Strategy
Objectives:
 To initiate strong awareness about the launch of Milk Tea Ice Cream
throughout Generation Y (10-29 years old) consumers as well as their
parents.
 To win market shares over our top functional product competitor, BlackScoop

Message:

The promotional outputs will convey the clear message that “Milk tea Ice Cream is a
healthy food for young people who simply enjoy taking care of their body and life.”
Media Selection:
Before using the appropriate medias, it is important to note that Generation Y
consumers only give partial attention to media. However, they can be reached through
integrated programs. They are typically using more than communication media at a time;
a behavior that is often called “multitasking”. This group of consumers doesn’t give its full
attention to one single message, but rather uses continuous partial attention to scan the
media. Marketers can still communicate with Generation Y by using a variety of targeted
promotional tools. Another important tactic to reach our target market is through “Viral”.
Advertising
 Television
 Radio
 Internet
 Personal Selling
 IX. Tactical Implementation
Ensure effective governance, planning and reporting. Govern the organization
effectively and assist in managing collaborate with local and regional provincial
stakeholders

X. Marketing Budget
START-UP EXPENSES AMOUNT

I. Construction

1. Electrical ₱ 15 000

2. Materials ₱ 250 000

3. Labor ₱ 50 000

4. Paints ₱ 10 000

II. Marketing

1. Opening Marketing/Advertising ₱ 5 000

2. Frequency Cards/Brochures ₱ 3 000

3. Tarpaulins ₱ 5 000

III. Production

1. Cream, vanilla, tea, flavoring and pearl ₱ 5 000

2. Blender ₱ 3 000

3. Pumps for syrup and other equipment ₱ 50 000

4. Packaging ₱ 100 000

Total ₱ 496 000

XI. Feedback and Control

Firm design milestone and target measure the performance and it they find a gap
between what was planned and the results of the plan they need to take
corrective action. For successful business planning and implementation, it is
important to monitor and evaluate the execution at different points of time.