SLEEP-A-BOOK

A Marketing Plan Presented

To the Faculty of Liceo de La Salle
University of St. La Salle

In Partial Fulfillment
of the Requirements for
Principles of Marketing

Ascano, Kathleen Mae

Canete, Miel

Ortega, Catherine Joy

Tingson, Einmi Kaeela

Vasquez, Preciosa Alyssa

MWF 12:30-1:30

October 2018
 TABLE OF CONTENTS

TITLE PAGE i
TABLE OF CONTENTS ii
PRODUCT CONCEPT ILLUSTRATION iv
CHAPTER I
Brief Background of the Industry 1
Business Product Conceptualization 2
Product Offering 3
Scope of Market 4
Owners 5
Business Address 6
Market-based Mission Statement 6
CHAPTER II
Executive Summary 7
CHAPTER III
PEST Analysis 8
Porter’s Analysis 10
CHAPTER IV
Product Objectives 12
Pricing Objectives 13
Place Objectives 14
Promotional Objectives 14
Sales Objectives 15
CHAPTER V
Product Strategy 16
Pricing Strategy 17
Place Strategy 17
Promotional Strategy 18
TABLE OF CONTENTS CONTINUED

CHAPTER VI
Competitor’s Analysis 19
SWOT Analysis 22
Perceptual Map 23

CHAPTER VII
Promotional Cost 24
REFERENCES
PRODUCT CONCEPT ILLUSTRATION
Available in Mayfair
plaza, Lacson Street
 Chapter I

Business Profile

Brief Background of the Industry

The product, Sleep-a-Book, was conceptualized when the owners had observed that aside

from studying and researching, students tend to take some naps at the library. Furthermore, we

realized how it is very uncomfortable to sleep on hard wood desks, tables, or even lie our heads

on walls, so we were inspired to make a hand-carry pillow that has few creative features with it;

a space where you can put and organize your books, with a fancy customizable cover.

Among all the file case and pillow industries, we have seen that not even the leading and

most well-known brands of pillows and file cases like Mandaue Foam, Adventurer, Filed, Axis

and Jansport have come up with something this innovative. In addition, we have found out that

according to the Philippine Statistics Authority, Manufacturing as a sub-industry in Philippine

economic sector grew by 8.4 percent last 2017. This became our solid ground to continue

developing our Sleep-a-Book product.

Business Product Conceptualization

The "Sleep a Book" is a double-bladed product name which can mean, "slip a book" or

"sleep on a book."

The product is made to provide comfort for taking

a casual nap and convenience while carrying around files

and books at school. It will have a size of 24x16 inches

and the inside shall have a pillow with a hollow part at the

center where the customer can place their files and books.

The product can carry a maximum of 4 books based on

standard sizes.

This pillow and file case product can be folded like a normal book,

reducing its size to 12x16 inches and will be accompanied by a leatherette

handle that is stitched twice to ensure durability as one grabs it for carrying

around.

The product will also inhibit an environment-

friendly factor for the pillow part shall be composed of

recycled materials such as scrap foam, recycled bags of junk

foods and plastics. However, the salvaged composition will not hinder Sleep-a-Book’s capability

to provide comfort because the recycled part will be covered with layers of fabrics, namely,

greige fabric, EVA foam and velvet fabric.

 More so, pen holders made of garter will be

attached on the spaces at the sides of the pillow and

the cover design of this book shaped file case will also

have variations. Subsequently, the whole outer edges

of this product shall be surrounded by a zipper,

closing it to secure the necessities inside.

Unlike normal bags, file cases, and pillows, Sleep-a-Book is innovatively designed. Its

edge among other normal school commodities is combination of both things; file case and

pillow, with extra features that is helpful to the target market. Likewise, it promotes respect and

care for the environment through its recycled content and it can also be carried around

comfortably due to its size flexibility. The product’s relevance lies on its profound worth, for it

aids those who are deprived of sleep, diligently working, and endlessly studying students, as well

as employees. Sleep-a-Book has been created for the purpose of helping reduce the plastic

imprint of our society, and sufficing the needs of the target market, specifically on giving

comfort when taking a nap, as well as organizing books, files, and other important paper related

materials.

Product Offering

The owners, being a student themselves, have decided to come up with a product that can

provide comfortable midday naps without the need of bulky and troublesome commodities.

Thus, Sleep-a-Book was created.

 The primary benefit of this product is to give customers a pleasant nap anywhere they

want, and offer them the utmost convenience for carrying books and files. It’s innovative

attributes also extend to its capacity of holding more items such as pens, highlighters, or pencils.

This product intends to give the customer a stylish way of carrying a file case and pillow

altogether anywhere, with the confidence of knowing that they have contributed to the

betterment of our nature. The structural design is one that even the most expensive and branded

bags or pillow industries have not yet thought of, which makes it a raw sight for the customers.

Hence, making it a modern and dashing file case that promotes knowledge and learning

enhancement.

Since Sleep-a-Book’s shape structure is similar to a normal book, it can be created with

various “book cover” designs depending on the consumer’s preference, and the company shall

provide customizing services to those who would want to avail it. Moreover, ready-made Sleep-

a-Book products with variety of designs shall also be available.

Scope of Market

Sleep-a-Book’s owners are geared on making the product known locally and shall be

concentrating on the citizens of Bacolod City since they are the primary target market. The city

has established over 67 public schools and 163 private schools in accordance to the Department

of Education (DepEd) Bacolod division’s 2018 school directory. Each institution can

accommodate hundreds or thousands of students every year, making it a great target market for a

product focused on students and office workers. Moreover, the Sleep-a-Book brand will

accommodate customers outside Bacolod through shipping offerings.

Owners

Catherine Joy Ortega (General Manager)

She is someone who manages the overall marketing of a business or product. She leads

the entire team, gives suggestions on how to endorse the product, ensures that the process and

outcome reaches the objectives, and occasionally does public speaking in order promote the

product.

Einmi Kaeela Tingson (Marketing Agent or Sales Representative)

She is the one who focuses on promoting the product to the customers, inquires what is

the target market’s preferences, and secures the profitability of the product in the area. She is

also in charge of doing presentations, proposals, and contacting clients.

Kathleen Mae Ascaño (Sales Person)

She directly sells products to the customers. She is also in-charge on communicating with

the buyers, assisting in selecting the right product, and demonstrating the product. Usually, she is

the first to be approached by the customers whenever they have something to ask.

Preciosa Alyssa Vasquez (Bookkeeper)

She creates financial transactions which includes posting information to accounting

journals, records income and debts. She is also the one who creates financial statements, record

the daily financial transactions, and keep the proofs of purchases and payments of the buyers.
Miel Cañete (Supervisor)

He usually handles work assignments and problem solving. He is also responsible for the

training of the employee. He had a work experience related to the work of the employees he

supervises.

Business Address

The Sleep-a-Book’s selling place shall be in Mayfair Plaza, 12th St, Bacolod, 6100

Negros Occidental. This is an accessible location to the people of Bacolod City for it is located

along a well-known area, Lacson Street, where all other commercialized buildings and

businesses are situated. Correspondingly, this results to more people frequently buying around

the area which makes it a great opportunity for the Sleep-a-Book brand to be established within

this vicinity. Additionally, the owners will also have a manufacturing site that shall serve as a

main headquarters or office of the entire team. It will be located at Blk 60 Lot 24 San Dionisio

Subd., Brgy. Granda, Bacolod City.

Market-based Mission Statement

We take pride in making the Sleep-A-Book which provides utmost convenience and comfort

through its double-bladed feature; file case and pillow in one. Furthermore, the company offers a product
that helps customers organize their files in a neat manner, develop a healthy learning habit, and at the

same time promote wellness to the environment.

Chapter II

Executive Summary

The modern world has become so advanced especially in the field of humanity's

convenience, and in line with the growing innovation of almost all industries, the Sleep-a-Book

brand was developed. This business aims to forge a product that can provide comfortable midday

naps, carry important books or paper files, and support environment preservation. Hence, the

Sleep-a-Book product has been designed as a file case, pillow, and bag altogether, which inhibits

a manufacturing process of recycling scrap foams and junk food wrappers. The owners have

decided to concentrate the selling on the people of Bacolod City for the primary target market are

those who are studying and working. Correspondingly, this city is composed of citizens who are

inclined with the said characteristics fit for the product.

Throughout the operations, the owners have secured objectives that are attainable through

the help of the established strategies latched on the marketing mix. Some of the objectives

includes the delivery of excellent products, increase of profits and brand awareness, and the

enhancement of the business' place. More so, these objectives are coupled by surprising product

and promotional strategies along with the remarkable pricing and distribution master plans.

Additionally, both the macro-economic and microeconomic esteem of the product has

been mindfully analyzed, and accompanied by the competitor’s analysis which further gave a

clear market status of the product, the owners have deduced Sleep-a-Book's capability in the
field of the manufacturing industry. Consequently, promotional budgets have been calculated to

ensure that the brand shall be known to the public especially to the target market.

Chapter III

Situational Analysis

Environmental/Situational Analysis is a strategic tool used to process and identify all the

external and internal elements that can/will affect the business. In this chapter, Political,

Economic, Socio-cultural, and Technological were enlisted as part of the macro environment that

can/will affect the business externally Furthermore, the Porter's Five Forces Framework of

Competitive Forces will also be tackled.

PEST Analysis

Considering the Tax Reform for Acceleration and Inclusion (TRAIN) Act, officially cited

as Republic Act No. 10963, which greater income are taxed with higher tax rates, exempting

those employees and Micro, Small and Medium Enterprise’s (MSME) that received income

lower than the tax threshold (Train Act., 2018). Since our newly established business is a type of

MSME, which in this short span of time, will be earning less than the cut off for a business

income to be taxed by the government, our sales return will not be greatly affected by it.

However, due to the same reason, the increase of minimum wage to all employees that range

from P 295 per day, the labor cost will increase, thus resulting to an additional expense of the

business (Minimum Wage Rate, 2018). In this period of the price hike of basic commodities due
to the rise of coal and fuel, the income that will be received by the owners of MSME's will not be

affected and can still operate normally. Moreover, social and cultural factors affect the sales and

profitability of a business in the long run. For instance, the promotion of mental health awareness

which is one of the attributes of the Sleep-a-Book as a file case and has a built-in pillow for the

comfort of the users. Potential customers that value the essence of rest and sleep despite the

pressure of work may show interest to purchase the product. Rooted from our Filipino traits,

buyers may also opt to buy Filipino or local made products rather than the imported ones,

especially if it’s a new invention in the industry. The business also adapts to the fast-changing

advancement of technology in manufacturing the product through the use of machines in the

production process. Moreover, technology has been a great advantage to minimize the

promotional cost through the use of social media since the business is just newly-established in

the market and has only a limited capital for resources.

Macro Environment
PEST Analysis
Analysis
Factors
Opportunities Threats
 The government's tax  With the increase of
reform program (TRAIN minimum wage as mandated
Law) favors the Micro, by the government, labor
Small and Medium cost or employee income
Political
Enterprise’s for paying a will also increase
flat tax of 8% only if below
the tax threshold of 3
million

 Even with the increase of  Due to inflation, cost of raw

consumer prices due to materials for the production
Economic inflation, it will not still process will also increase,
affect the income of the thus resulting to change of
MSME’s entrepreneurs. price
  Promotion of mental
awareness caused by sleep
deprivation
 Increasing population of
Socio-Cultural
students and workers.
 Some of Filipinos prefer to
buy local-made products
rather than imported goods
 Filipino trait of having
interest on international
brands rather than
Philippine-made
 The practical attitude of
Filipinos in choosing
lower-priced substitutes

 Rampant use of social  High charges of the usage

media by most Filipinos technology expenses due to
bills that are needed and
 Using a high technology in
gadgets that are required to
manufacturing sleep-a-book
be bought.
 Making use of new
electronic devices for
Technological
advertising
 Merging of style and
technology
 Market and trade processes
were made easy through the
advent of online shops

Porter’s Analysis

The Five Forces was applied to Sleep-a-Book in comparison with other brands namely;

Jansport, Filed, Adventurer, and Axis. The analysis found that in terms of durability, versatility,

and suitability, the product has greater edge than the other brands. On the other hand, the

product’s availability and brand awareness poses as a weakness against other brands.
 Microenvironment
Porter's Five Forces Framework of Competitive Forces
Strengths Weaknesses
Factors
Low Medium High Low Medium High
Sleep-a-Book
 Product  Brand
can compete
delivery is not Awareness is
with other
as efficient not as high as
brands of the
compared to other
Rivalry same school
existing brands competitors
among supply industry
competitors in terms of:
• Durability
• Dual purpose
• Locally made

 The business
New Entrants is also new in
the industry

 The target
market might
stick with their
current file
Substitutes cases or bags
 Target market
might choose
lower priced
products such
as china-mad

 There are two  The product is

suppliers for new and has
Suppliers each main raw low capital
material of the cost, resulting
product. to limited
source of
 funding

 The product’s
Buyers purpose is
suited to the
target market
Chapter IV

Marketing Objectives

In this chapter the marketing objectives will set out what a business wants to achieve

from its marketing activities. They need to be consistent with overall aims and objectives of the

business. They also provide an important focus for the marketing team. Objectives are important

to strategic planning because they turn the mission and vision into specific measurable targets.

With an overall plan, a company can set particular targets and monitor its progress towards

reaching them.

Product Objectives

• Produce and deliver an excellent, quality product to suffice the customers' needs

The business aims to produce an excellent quality product through identifying the core-

problem or need in the market, developing a creative and innovative idea that will equal the

need, and turning that idea into an actual product that will enter the market scheme. Moreover,

knowing what the consumers' preferences and needs are the primary basis for producing a

product which can bring the excellent quality that the customers are expecting. From this, the

owners founded Sleep-a-book, a brand that innovates the usual file case for it has additional

features like pillow and pen organizers.

• Increase its efficiency of production to meet the demands

Demand is an economic principle referring to a customer's desire to pay a price for a

specific product. In the future, when the business will boom and will have a great demand in the

market, the company aims to produce sufficient supply of the product in order to counter the

demands coming from the wide market growth and the increase of the customer's capability to

purchase the product.

Pricing Objectives

• Communicate Sleep-a-Book’s Value

The Sleep-a-Book product possesses a value-based pricing and could possibly be seen as

expensive by some customers. However, the owners of Sleep-a-Book only entails to highlight

the significance and quality benefits that one can gain from this product.

• Increase Current Profits

One of the primary reasons for creating a business is to generate profit. This also applies

to the Sleep-a-Book brand. A profit is a financial benefit that is realized when the amount of

revenue gained from a business activity exceeds the expenses, hence, the company ensures that

the pricing of each product is procurable for the target market but can at the same time give value

and wealth.

• Increase Sales Volume

In line with the brand developing its financial capability, the sales volume is the number

of units sold within a reporting period and is considered by the company as a vital factor in
refining the business’ stability and maintenance. More so, marketing strategies, customer

privileges, promotions and discounts shall be implemented to secure a fast inflow of sales and

product replenishment.

Place Objectives

• Perpetual Business Place

In order for the business to maintain the consistency of its product offerings, it needs to

establish a permanent place for continuous operations. The place is convenient to its target

market with an ideal ambiance appropriate for the business and the product.

• Effective Distribution Channel

Distribution channel is a prerequisite for the business in terms of product acquisition for

the customers. Hence, the Sleep-a-Book brand ensures a suitable channel required for the

business’ easy inflow or outflow of products. More so, it shall be consistent in giving a fast and

quality distribution to the residents of Bacolod City.

Promotional Objectives

• Increase Brand Awareness

The company desires to disseminate the brand name, Sleep-a-book, both locally and

internationally but will be currently concentrating on the primary target market which is the

citizens of Bacolod City. It shall operate with utmost perseverance and wit especially when

dealing with customers, and further bring customer delight.

• Grow Sleep-a-Book’s Market Share

 Sleep-a-Book intends to capture the market through the introduction of an exceptionally

innovative product that will entice the consumers and therefore increase market share.

Furthermore, consistent promotion of the product and brand will remind its credited customers of

its benefits and other offerings, which can result to the acquisition of more loyal customers.

Sales Objectives

• Reach the Benchmarked Goal

Since Sleep-a-Book is under the growing Manufacturing industry, it had also established

its own benchmarking in order to improve the production, operation, and financial status of the

business. The projected revenues and profit margins shall be worked upon by the company in

order to retain and accelerate the existing numbers reflected on the worksheet.

• Exceed Projected Revenues

Through diligence, the company envisions to achieve further productivity as much as

possible. Also, accompanied by a series of promotions, heedful planning and progressive

strategies, Sleep-a-Book can confidently attain this status as the business keeps on operating.
 Chapter V

Marketing Strategies

In this chapter, it explains how the marketing function fits with the overall strategy for a

business. This includes all basic and long-term activities in the field of marketing that deals with

the analysis of the strategic situation of a company, and the evaluation and selection of market-

oriented strategies, that therefore contributes to the goals of the company and its marketing

objectives. Marketing strategies are designed to fill the market needs and reach the target

objectives.

Product Strategy

Sleep-a-book will be the brand name of the product as conceptualized by the owners. It is

a double-bladed name that can mean "slip a book" or "sleep on a book." Derived from the two

root words, sleep and book, the product aims to provide a file case that will not only carry the

books and files of the user, but will enable a customer to take a nap whenever they feel sleepy by

lying down on a designed soft pillow on the file case itself. This new and innovative idea in the

world of file cases will bring the business to its peak of success. The business' mission will not

only focus on gaining profit but to also aid the growing plastic pollution of the globe. Through

the Sleep-a-Book’s recycled composition, a buyer will not only pay for his or her own benefit

but can help save the environment as well. Furthermore, Bacolod City, known as the City of
Smiles, is already growing in population. According to Panay News published last January 2018,

Bacolod City is estimated to reach 594,581 population, which is a great opportunity for the

business to have a large market share.

Pricing Strategy

The Sleep-a-Book uses a Value-Based Pricing since we have perceived its value to be

higher based on its degree of necessity. It is designed to be a bag, file case and pillow in one,

which can be bought by persons of all ages, hence, the price must equate its quality and benefits.

Moreover, the product will possess a price of 399php which is still obtainable and at the same

time, can assess customer needs. The use of value-based pricing was rooted on how much our

raw materials costs plus the perception of a buyer with regards to this highly advanced product.

In line with this, the Sleep-a-Book owners are offering a 20% discount to all first 100 customers

in the business’ opening day. This kind of strategy is also aligned to Discount and Allowance

Pricing since we are reducing the prices as a reward for the customers. Additionally, the By-

Product of Sleep-a-Book are the cloth clippings left after the production, and shall be sold in

lower prices for those customers who will be needing it in making rags, pot holders and other

commodities.

Place / Distribution Strategy

The business will adopt both Direct and Indirect Marketing or distribution channel.

Direct marketing channel, in a way that the business will be renting a space within the Mayfair

Plaza in Lacson Street, and shall be operated by the owners themselves for a hands-on

acquisition of customers. More so, customers from other parts of the country or the globe can
access our product through ordering online at our website, and the Sleep-a-Book team shall

deliver it through the help of shipping agencies. As for the indirect distribution, the business will

be open to all willing intermediaries namely the agents and retailers. Through this, the brand and

product awareness will effectively spread throughout the area. Consequently, the distribution is

associated with inventory management to ensure the availability of stocks.

Promotional Strategy

Promotion is a medium for communicating the embodied characteristics and benefits of

the product, Sleep-a-Book, to its valued customers. One of which is through advertising. The

company will allocate a sizable amount for the brand’s advertising in Instagram, radio stations,

and other media platforms that can spread the name of Sleep-a-Book. In the same fashion, the

printing of flyers and posters shall also be done in order to spread more knowledge about the

product. Moreover, the owners plan to extend the product's offering through free items or

freebies which exhibits the brand’s logo. This way, the freebies can serve as a visual promotional

material to the eyes of the public. Thus, in every purchase, the customers will be given freebies

such as ball pens, fans, stationery, ruler, and lanyards.

 Chapter VI
Competitor’s Analysis • SWOT Analysis • Perceptual Map

It is prerequisite for a business to recognize its effectiveness and efficiency that enables it

to operate in the long run. As for the content of this chapter, a competitor’s analysis is presented

for a better understanding of the Sleep-a-Book’s stand inside the market. Likewise, strengths,

weaknesses, opportunities and as well as the threats of the business will be presented through the

SWOT analysis. The identified factors will serve as the basis for the product’s development and

improvement. More so, perceptual mapping will reveal the competencies of the business product

together with its competitors.

Competitor’s Analysis

Competition is very evident in the business industry. Every business thrives to be on top

of their rivals when it comes to their product offerings, sales and outstanding brand reputation.

Sleep-a-Book has four identified competitors namely: Jansport,Filed, Adventurer and Axis, all

that have established their brand in the industry. That is why, with their given strengths, our

product ensures that we can compete and even exceed them in the industry in the near future.

Competitors Analysis
Brand Strengths Weaknesses Opportunities Threats
Sleep a  Has creative  Price may be  Most of the  High
Book features considered students are competition
  Has an high for the staying up late from other
environment- students competitors
 Most of the
friendly factor  Less working  People may be
like the use of manpower employees have blinded by
recyclable children who China-made
materials  Testing the
are studying products
effectiveness
 Promotes the of marketing  Possible
mental health strategies innovativeness
advocacy from
 Low brand
 Has readymade awareness in
competitors
variety of designs the market  Low demand
(Our Product)  Offers during
customizable summer
designs based on
the buyer’s
preferences
 Assurance of
convenience and
durability
 Location is
accessible to the
market

Jansport:  Increasing  Very strong

 Strongly  Offers a simple
School Bags Depository competition
established their and plain styles
(Indirect brand name and and designs of Trust Company from both
Competitor)
product offering the products (DTC) sales well-
established
 Has a high  Some good  International
brands
product quality designs are expansion
and durability limited edition  Challenging
 Strengthened retail
 Has a wide target  Lack of consumer environment
market consumer relationships and changing
interaction consumer
 Offers a lifetime
warranty for their  Negative behaviors
products feedback due to  High labor
lack of costs in the
transparency United States
 Quite expensive
for Filipinos in
the middle and
low class
  Use of creative  Limited variety  Increasing  High
designs and of designs journal- competition
graphics ownership trend among their
 Low brand
among students rivals
 Offers a awareness in the
nationwide international  Rise of social
delivery markets media to
Filed: Urban promote the
 Has innovative
Pro business
products with
Organizer
additional  Can reach a
(Diirect features and uses wide market
Competitor)
nationally and
 Has a close
internationally
customer
because of
interaction
Internet
through social
media

 Water resistant  Not an  Established  High

products that can environmental- name in the competition in
be used during friendly product market the area
rainy days for it’s made of
 Not all
plastic
individuals are
 Transparency of
 Durability may into plastic
the cover shows
last for less than made products
its content
1 year
identify the
Adventurer:  Product design
things inside
Plastic File is simple and
Cases  Offer a variety of
minimal
(Direct styles
Competitor)
 Affordable price
 Brings
convenience to
the users
 High brand
awareness
  Assurance of  Promotion  Partnerships
 High
durability strategy is weak with National
competition
Book Store
 Affordable price
Axis: Plastic (NBS) and
Envelopes  Ideal for school Lazada, when it  Has no
and office use comes to particular
(Direct
product selling website for
Competitor)  Offers a variety AXIS brand
and distribution
of designs and alone
colors, as well as  Large target
sizes market

SWOT Analysis

Every product has its own strengths, and opportunities, as well as its weaknesses and
threats. Strengths are the adequate features and offerings integrated within the product and
opportunities as the external factors that helps Sleep-a-Book to be more competent. However, the
business must consider its weaknesses and threats which implies the infirmity of the product that
will need amendments and enhancement for the betterment of the business' product.

Sleep-a-Book
Strengths Weaknesses
 Durable and convenient to use
 Price is quite expensive for students
 Embodies creative features
 Less manpower
 Promotes mental health
 Marketing strategies are reconcilable
 Customizable designs
 Inconsistent material availability
 Offers variety of ready-made designs
 Low brand and product awareness
 Eco-friendly product
 Accessible market location
Opportunities Threats
  Large target market that also leads to;
 Large market share
 New to the eyes of public
 Product is suited to the target market
 New entrants may offer more
innovative product that will change
the customers’ perceptions
 Presence of substitutes might change
the customer’s choice in buying
 Drawings of suppliers
 Process of product promotion might
be difficult at times
 Insufficient production
 Habitual Buyers, won’t take the risk
of trying the product
 Uncertain relationship with the
suppliers might delay supplies

Perceptual Map

The perceptual map illustrates the competencies of the product and as well as its rivals in

terms of quality and price. Quality and price are factors that greatly influence the buying

behavior of the customers. Based on Figure 1, Axis and Adventurer were considered as the

cheapest yet not that durable compared to Sleep-a-Book. As to the business product, Sleep-a-

Book is way more competent compared to the previous products. However, Sleep-a-book can not

readily compete with well-established product in the industry namely the Filed and Jansport

bags.

Legend:
Competitors - Business’ product
 High Quality

High Price Low Price

Low Quality

Figure 1. Perceptual/Positioning Map

 Chapter VII
Proposed Budget

This chapter identifies the expenses of marketing activities specifically on the

promotional costs of advertisement in the radio, social media, posters, and flyers which helps the

business obtain the market’s interest regarding the product and its offers, resulting to higher

sales. This discusses the types of promotion, price and desired expanse of the Sleep-a-Book

owners and the total projected cost of each item. The preparation of a proposed budget for the

business operations is essential in order to estimate the possible money outflow and to minimize

overspending on unnecessary expenses.

Promotional Cost

The company had generated different types of promotional activities that the business

shall undergo in order to spread the product and brand awareness. One of which is through the

distribution of posters and flyers by the owners themselves in order to build customer

relationships. Moreover, the Sleep-a-Book brand will be further known through advertisements

in social media platforms namely Instagram and Facebook. As for the Facebook advertisement,

the owners decided to have official page of the business with a company-made video

commercial. Below are the prices and other information about the promotions:
 Total
Items Quantity Price Size Frequency Source/Supplier
Cost
1. Poster Once a AFLOX Printing
300 pcs. P 45 13 in x 19 in P 13 500
Printing month Services
2. Flyer Once a AFLOX Printing
500 pcs. P 5.25 5.5 in x 8.5 in P 2 625
Printing month Services

Desired Desired Total

Advertising Expanse Price Source
expanse Longevity Cost
5 000
impressions 30 000 For 6 Online
1. Instagram P 1 350 P 8 100
within 2 impressions months transactions
months
(Company (Company
For 6 MACKЀ
2. Facebook status & - status & -
months Inc.
posting) posting)
3. Model for (Will be done (Will be done Online and
For 3
video by the - by the personal -
months
advertisement owners) owners) transactions
Twice a week
4. Bombo For 1 Personal P 29
15 seconds P 3 720 (Saturday&Su
Radyo month transactions 760
nday)

Total Budget Allotment: P 53 985.00