Kingfisher School of Business and Finance

Lucao District, Dagupan City

Dimalupig & Gabrielle

Food Product Trading

Marketing Plan
Submitted by:
Onza, Jessabelle
Orgando, Charles Dharylle E
Opague, Rona Jean P
Ramirez, Erica Mae
Valdez, Darlyn
Visperas, Neah

3rd Year BSA

Submitted to:
Mr. Cipriano M. Miranda
Mktg 11 Instructor
Kingfisher School of Business and Finance – Marketing Plan

Chapter 3
Marketing Strategy

This chapter aims to discuss the different strategies that the company will employ
to attract potential customer specifically the target market. This will highlight the best
techniques that the business may use to increase its market share in the industry.

I. Market Positioning

Dimalupig and Gabrielle Food Products Trading has been serving customers from
different areas within Pangasinan and La Union. The location of D&G's main outlet is
accessible to majority of its existing customers. In order to serve potential customers inside
and outside the province of Pangasinan, more sales location and distribution channels
should be established. Through this, products will be placed near the target market which
will make transactions easier for both the customers and D&G. Additionally, this enables the
efficient delivery of products and accessibility of sales outlets. It will also emphasize brand
positioning since the products will be offered to a wider market with the possibility of bringing
not only additional profit, but also the opportunity to be known and patronage by new
customers.

As of now, D&G is continuously aiming to be a leader in the food processing

industry, particularly in the production of vinegar. D&G's dedication to cater more customers,
improve operations and customer satisfaction through the standard and quality of its
products places it apart from competitors in the industry.

II. Product Strategy

Nowadays, diseases are rampant and continuously affects the life of every individual
and the economy. According to Sanchez (2020), leading diseases affecting communities
were hypertension, acute lower respiratory tract infection and pneumonia, urinary tract
infection, bronchitis, influenza, acute watery diarrhoea, asthma, tuberculosis and diabetes.
These diseases increase the emergence of health consciousness which promotes healthy
lifestyle especially in choosing the right amount of food. In this matter, condiments which are
part of our daily meal needs to be natural to add health benefits like natural sugarcane
vinegar.

As stated by Healthyfiy (2020), one of the most important health benefits of

sugarcane vinegar is its diuretic meaning that it helps in treating urinary tract infections,
kidney stones and ensures proper kidney function. Its alkaline properties are good for
treating acidity and stomach irritation. Also, it has a low glycaemic index (GI) which is
recommended for diabetic patients, and exhibits laxative properties which improves bowel
movement and relieves constipation.

Another important health benefit of natural sugarcane vinegar is that it is rich in

healthy types of carbohydrates, proteins, iron, potassium, and other essential nutrients that
makes our plasma and body fluids. Moreover, sugarcane juice is rich in minerals which helps
Kingfisher School of Business and Finance – Marketing Plan
in preventing tooth decay and bad breath. Thus, D&G natural vinegar products are
healthier and has more uses than commercial white vinegar.

Furthermore, time makes D&G vinegar products more sour resulting to unlimited
shelf life which is good for the business, resellers and consumers. The business has also
different product variety to cater different taste preferences. Thus, D&G wants to promote
natural sugarcane vinegar to amplify the health quotient of every consumers.

III. Pricing Strategy

The pricing strategy adapted by Dimalupig and Gabrielle Food Products is cost-based pricing.
The company have different mark-up for each product ranging from 17% to 50% based on cost,
since at present the company already have a stable demand. With that customer’s perceived
value regarding the product is not questionable and each productsproduct can be sold at a profit
even with a projected operating expense of Php 839,187.50.
a. Raw Materials Used and Sources of Raw Materials
Raw materials Source Unit Cost(P)
Sugar Cane Juice Pozorubbio 1400/drum
Sili Taiwa Urdaneta 80/kg
Sili Labuyo Urdaneta 180/kg
Garlic Urdaneta 70/kg
Salt Dasul 170-350/sack
Muscovado Rock Pozorubbio 60/sack
Bottles Pozorubbio 80/case
Stickers Dagupan Print Plus 7/sticker
Sugar Urdaneta 1850/sack

b. Product specifications and product price

Product Unit cost of production Selling price/unit
Natural Cane Vinegar
20L(Gal) Php 192.00 Php 350.00
350ml Php 10.6 12.50
1L Php 24.50 Php 33.00
1.5L Php 36.00 Php 43.00
Zavrruso
350ml Php 26.00 Php 37.50
750ml Php 50.00 Php 75.00
Sukang Iloko Artem Labuyo
350ml Php 24.00 Php 30.00
750ml Php 49.00 Php 58.00
Kingfisher School of Business and Finance – Marketing Plan

IV. Distribution Strategy

The business chooses to distribute the products in few appropriate outlets through selective
distribution strategy in pasalubong centers, retail stores and malls (DTI OTOP, CSI Malls, SM
Hypermarket and etc.) around Pangasinan and will gradually expand to a wider market outside the
province. This is the most efficient distribution method for the products to be easily accessible by
customers in selected stores in the location. Further, it is a key for the business to offer better control
for the products and a better communication with the channel members that will retain the product
quality thus, will eventually result to customer satisfaction in the long run. The business distributes
the products through manufacturer-retailer-consumer relationship, by having the main outlet as the
in-charge of distributing the products to a channel, and the retail outlets responsible for purchasing
products and selling it to final consumers.

V. Marketing Communication Strategy

Marketing Communication Strategy is an approach used by companies to reach their
target market through various types of communication. It includes message or information
that needs to be known by the consumer, the medium or the way to communicate the
message, and the target or the recipient of the information conveyed. [ CITATION DMI20 \l
2057 ]

The marketing communication strategy is typically the means on how company are able
to be known in the industry. It serves as a great tool to informed the market about the
existence of the product that you are offering. This will strengthen the market brand
awareness and enable the company to expands its market coverage is it can reach out not
only the target market.

The following Strategies will be employed by Dimalupig and Gabrielle Food Product
trading in line with the promotion of the products that it offers.

a. Boosting Social Media Engagement

Social Media serves as the easiest and fastest tool to communicate your product to
the market. Since most of the people are engaged in various social media platform it is
best for the company to strengthen their engagement with the customer through the use
of social media such as Facebook, Instagram and others. The main purpose of this
strategy is to increase the brand awareness of the product to the market at the broader
range.

This is beneficial enough to the company since the advertisements and promotion
employed in social media cost cheaper than those of radio and tv advertisements. In
comparison to posters, tarpaulin and flyers the range of the impact to the status of the
company is bigger and more intense.
Kingfisher School of Business and Finance – Marketing Plan

The figure below describes the cost of social media advertisement in different social
media platform.

Facebook Instagram Youtube

CPC $ 0.97 per $ 3.56 per $ 3.21 per
click click click
CPM $7.19 per $7.91 per $7.91 per
1000 click 1000 click 1000 click
CPL $1.07 per like - -
CPA $5.47 per like - -
CPV - - $0.10 - $
0.30 / view
Averag $200 - $1,500 $200 - $1,500 $200 -
e Cost $1,500
Retrieved from: Webfx.com

It is best to implement social media marketing for at least twice per annum. This is
due to the limited budget of the company with different combination of the platform to use.
The proposed budget for social media marketing ranges from Php 150,000.00 to Php
165,000.00. Though the company may incur additional cost for the excessive clicks and
views of the company as well as the social media moderator.

Aside from these advertisements, the company will maintain a website and
webpages on the different platforms to cater the inquiries and keep the target market
updated with the company.

b. Printed Advertisements

With the intense rise of the digital wold, confidence on printed advertisement
seems to decline at a rapid pace. Amidst this changes, the benefits of the use of printed
materials is undeniably significant to most companies. It is actually effective method to
achieve a great return on investment. Aside from this, the printed ads enable the
company to reach a better focused audience. According to the CMO Council, 79% of
people take action after seeing ads in comparison to the digital advertisements with only
45%. This is mainly because audience are mainly focused and less distraction.
[ CITATION Geo20 \l 2057 ]
The implemented printed advertisements will be implemented on the following
frequency with an estimated total cost for the year:

Type No. of Prints Frequency Total Cost

Flyers 2000 5 per year Php
pieces 100,000.00
Kingfisher School of Business and Finance – Marketing Plan
Posters 1000 5 per year Php
pieces
180,000.00
Tarpaulin 500 pieces 3 per year Php
225,000.00

Aside from the cost incurred in production of the printed advertisements,

additional cost such as salary for the printing and distribution personnel.

c. Relationship Marketing
One of the best yet the hardest type of marketing strategy is employing a
customer relationship marketing. This because of the unpredictable movement and
behaviour of customers on their buying patterns. It is primarily concern with how the
company handles a transaction with the different distribution channels and to other
consumers on its main branch. The main reason for the use of this marketing strategy is
because of the fact that a company that can build a high customer loyalty will be able to
sustain and increase its market share in the industry.

d. Word-of-Mouth Marketing
Word-of-mouth Marketing is the transmission through oral communication of
information from person to person. Customers are very excited about sharing the brands
they love with the world. Many consumers find meaning in sharing stories of their
favourite products and services. One of the ancient methods people learned about what
to buy is Word of Mouth. For their businesses and the products, they represent, modern
marketers have learned how to create authentic word of mouth.

VI. Marketing Research

a. Research Design
The researchers use the descriptive method to define and gather data on the
significant relationship of the demographic profiles of the respondents and the levels of
their preference as to what type of vinegar products gave them the satisfaction they want
and the factors that influence their purchasing behavior.

b. Population & Locale of the Study

The researchers aim to cover 100 respondents from the different age groups,
and categorized to their respective genders residing within the province of Pangasinan.
Fifty respondents are female respondents respectively; 25 coming from the group of
female Young Adults (13-40 years old), and 25 from the group of female Middle-aged
and Old Adults (41-60 years old). The other 50 are males also divided within their
respective age groups; 25 coming from the group of male Young Adults (13-40 years
old), and 25 from the group of male Middle-aged and Old Adults (41-60 years old).

c. Data Gathering Instruments

Data gathering is one of the most crucial part of the market research. For the
proponents to gather data, they used online questionnaires to have a more accurate and
Kingfisher School of Business and Finance – Marketing Plan
reliable market research. The questionnaire is divided into two parts. The First
part deals with the profile of the respondents in terms of age and gender. The
second part deals with their level of preference over the type of vinegar product that
suits their satisfaction and the factors that influence their purchasing behavior.

d. Data gathering Procedure

Before the proponents started conducting the research study, First, the researchers
create questions for the questionnaire to be answered by the respondents. Second, we
used a sampling method to select the appropriate respondents to answer the
questionnaire. Then, we measure the data to know their validity and reliability. Lastly,
gather all the data coming from the respondents to formulate the information to be used
in the study.

e. Statistical Treatment of Data

Problem 1: Frequency count and Percentage of the profile of the respondents

Formula: P=fn x 100

Where: p – Percentage
f – Frequency Counts and Score
n – Total number of respondents
100 – Constant

Problem 2: Weighted Mean

Formula: WM=Σ WXΣW

Where: WM – Weighted Mean
ΣWX – Summation of the product of the frequency and weight
ΣW – Summation of weight

Problem 3: Significant Relationship

Chi – Square Method

Formula: Xc2 = Σ(Oi-EiEi
Where: Xc2 – Chi - Square
Σ – Summation
Oi – Observed Value
Ei – Expected Valuess
Kingfisher School of Business and Finance – Marketing Plan

Chapter 4
Action Programs

The company will start to distribute its flyers during the month of January,
February, May, August and December. Distribution of flyers during the first 2 months will
serve as the starting point of marketing promotion of the company. This is based on the
relevance of attracting market within the close proximity. Posting of the posters will be
held on an alternate month. This is to maintain the brand awareness on the people living
nearby the channels specially in the man office.

With regards to tarpaulin printing and posting, the company aims to produce
these materials on the month of January, July and December for promotion of the
products or introduction of new product variants.

In terms of the social media marketing, Facebook, Instagram and YouTube will
have an alternate utilization for promotional activities. Facebook will be utilized in the first
year during the month of January and June, while Instagram will be used on the second
Kingfisher School of Business and Finance – Marketing Plan
year during the month of April and October. And on the third year of operation
YouTube Advertisement will be utilized for a broader scope of interference with
the market during the month of March and December. A combination of the different
social media advertisement will be utilized on the succeeding years.
Kingfisher School of Business and Finance – Marketing Plan

References
DRAGILEV, D. (2020, June 10). Criminally Prolific. Retrieved from
https://www.criminallyprolific.com/marketing-communications-strategy/

GeoMares Marketing. (2020). Geomares . Retrieved from Why print ads can make difference in your
marketing mix?: https://geomares-marketing.com/en/blog/

Healthyfiy. (2020, June 25). Healthyfiy. Retrieved from https://healthyfiy.com/cane-vinegar-health-

benefits/

Sanchez, M. J. (2020, June 8). Statista. Retrieved from

https://www.statista.com/statistics/1120528/philippines-leading-causes-mortality-by-disease/?
fbclid=IwAR38WAi5ZvNifpWtCaa-Y2DeVrBZiCA9VsaN7R05E4eoS4yNRNWDkfz6WPU

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