.

MARKETING AND COMMERCIAL VIABILITY

I. INTRODUCTION

HashBam is a food product, a utilization of bamboo shoots in substitute for potato hash
brown. This product will be the first ever in the market since all other hash brown product are
made up out of potatoes. Added different ingredients to gain customer’s satisfaction in hash
brown.

Its being a new entrant in the market, HashBam has no direct competitor. In addition,
bamboo shoots as the main ingredient of HashBam provides more health benefits than than
those already existing hash brown in the market today. Good appetizing effects, weight loss,
heart health, balanced cholesterol level, strengthening of the immune system, healthy bowel
movements, wound cleaning, and lowers blood pressure are benefits from bamboo shoots, it is
highly recommended for a healthy lifestyle.

II. MARKET ANALYSIS

A. Product Description

“HashBam” is a food product, a hash brown made of bamboo shoots instead of

potato. Bamboo shoots or Bambusa comes from newly developed/baby bamboo tree.
It offers different health benefits. It contains the following Vitamins A, B6, E, and
Thiamin, Riboflavin, Niacin, Folate and Pantothenic Acid. It also includes minerals such
as Calcium, Magnesium, Phosphorous, Potassium, Sodium, Zinc, Copper, Manganese,
Selenium and Iron. The bamboo shoots have low calorie content, low sugar content,
negligible amount of fat, high protein, and high dietary fiber. Bambusa also helps
prevent or treat diseases, some of which are cancer, external wounds and ulcer,
respiratory orders, and stomach disorders. It is also believed to possess anti-
inflammatory properties, anti-venomous properties, and uterotonic properties.

All of the above mentioned results to good appetizing effects, weight loss, heart
health, balanced cholesterol level, strengthening of the immune system, healthy bowel
movements, wound cleaning, and lowers blood pressure. With all these benefits from
bamboo shoots, they are highly recommended for a healthy lifestyle.

 Brand Name

The brand name of the product, HashBam, is a combination of the words Hash
that came from the term hash brown, and Bam that came from the root word bamboo
which signifies to hash brown made from bamboo shoots.

 Logo

The logo of the product contains the brand name HashBam with two bamboo
sticks under the word that stands as an underline. The first letter, H, is also made up of
bamboo strips. The fifth letter, B, is a bold letter with the color and texture of a hash
brown. The remaining letters in the brand name are smaller than the former specified
ones, in bold lettering and brown color.
  Tagline

The tagline for the product is, “A healthy HASH brown, a perfect snack with a
BAM.” It encompasses the two word of the brand name Hash and Bam. Healthy hash
brown because HashBam has many nutrients our body needs, and the word BAM
means an exclamation used to express extreme excitement or happiness.

 Packaging

- The product HashBam has two kinds of packaging.

The first packaging of the product is a material made of box wrapped with plastic
with a net weight of 753 grams. The front side of the box is the main part that shows the
logo of the product. Under the logo is a brief description about the product which states,
“Bamboo Shoot Hash Brown.” There are pieces of bamboo leaves at the upper right
corner and lower right corner of the surface. The lower part of the surface shows a wood
floor disappearing upward. On top of it shows 3 pieces of piled hash brown. At the left
side of the surface in front of the hash brown is the tagline. The main background of the
surface is blue which looks like the sky. The opposite side of the box shows the
nutritional facts and other necessary details about the product. This packaging contains
10 pieces of hash brown

FRONT LABEL/PACKAGE DESIGN BACK LABEL/PACKAGE DESIGN

 The second packaging of the product is a material made of foil plastic with a
net weight of 150 grams. The front side of the pack is the main part that shows the logo
of the product. Under the logo is a brief description about the product which states,
“Bamboo Shoot Hash Brown.” There are pieces of bamboo leaves at the upper right
corner and lower right corner of the surface. The lower part of the surface shows a wood
floor disappearing upward. On top of it shows 3 pieces of piled hash brown. At the left
side of the surface in front of the hash brown is the tagline. The main background of the
surface is blue which looks like the sky. The back side of the pack contains the
nutritional facts and other necessary details about the product. This packaging contains
2 pieces of hash brown.

FRONT BACK
VIEW VIEW
 Pricing

Net Weight Price

753 grams Php 96.25

150 grams Php 20.50
B. SWOT Analysis

STRENGTH WEAKNESSES

 No existing direct competitor.  Inadequate technical expertise.

 Accessibility and availability to target  Limited supply
markets.  Lack of storage and processing
 People prefer local products over the facilities.
imported ones.  No brand recognition
 Bamboos are easy to grow.  New product hesitation
 Low production costs.  Lack of consumer’s awareness on
 Bamboo shoots have more health bamboo shoots.
benefits compare to potato hash
brown.

OPPORTUNITIES THREATS

 To become the largest supplier of  Existence of larger competitors in the

bamboo shoot hash brown in the
country.
 High export potential
 Industrial approach to bamboo sector.
 Development of agro-ecological zone
specific farming and production systems
using bamboo.
 Merges or strategic alliance.
market mainly on potato has browns.
 Entrance of larger commercial units.
 Change in taste and preference.
 Because it is new product, some lack of
knowledge may lead to rejection.

C. Competitive Analysis

 Direct Competitors

Product Description Price Similarities Differences

Frenchies Hash Hashbrowns can P82  Shape  Packaging
Brown also be cooked by /420gra  Frozen
yourself. A perfect ms  Made of
complement for potatoes.
breakfast or any
meal.
Carnation Hash Crispy outside, P131  Packaging  Made of
Brown Potatoes moist on the inside. /637gra (box sealed potatoes.
ms with
plastic).

 Shape
 Frozen

Parklane Hash Crunchy on the P110  Packaging.  Made of

Brown Potatoes outside yet full of /637gra potatoes.
potato chunks on ms  Shape
the inside.  Frozen

SM Bonus Hash Hash brown made P115  Packaging.  Exclusive

Brown from shredded /810gra product
potatoes packed ms  Shape of SM.
together for side  Frozen  Made of
dish or any meal. potatoes.

**SM House brand

McDonald’s Hash Golden brown P30 / pc  Shape  Exclusive

Brown potato patties that product of
ae crisp on the McDonald
inside and moist on s
the outside, lightly
seasoned and
packed with potato
goodness.
 Indirect Competitors

Product Description Price Similarities Differences

Frenchie’s
French Fries
(Regular) The cook-it-yourself P121/kg  Frozen  Made of
french fries. potatoes.
 Shape

Purefoods Juicy chicken P75  Frozen  Made of

Chicken Breast nuggets perfect for /200 g chicken meat
Nuggets snacks and paired
with rice.

Purefoods Chicken nuggets P75  Frozen  Made of

Chicken Popcorn made smaller for /200 g chicken meat
Nuggets bite-size
enjoyment.

The  Exclusive
McNuggets Chicken McNugget  product of
is a small piece of P106 McDonald’s
processed chicken (AlaCart  Made of
meat that is fried in e) / 6 chicken meat
batter and flash- pcs
frozen, then
shipped out and
sold at McDonald's
restaurants.

D. Target Market description

DEMOGRAPHIC GEOGRAPHIC PSYCHOGRAPHIC

21-35 years old Metro Manila (for its
Male and Female  Busy/working
initial launching)but
individual
Broad C intend to distribute
Nationwide  Health conscious
 Choosy
 Quality/taste
conscious
 E. Demand Forecast

50000000

45000000

40000000

35000000

30000000

25000000 Demand
Sales Increase
20000000 Projected Sales

15000000

10000000

5000000

0
2017 2019

Year Demand Sales Increase Projected Sales

2019 671,683.88 0 39,210,571.26

2020 779,153.30 6,273,691.40 45,484,262.66

Metro Manila has a population of 12,877,253 according to PSA. Based on the survey
conducted by the researches, 80.4% of the respondents had already tasted a hash brown and
the remaining 19.6% have not yet eaten or does not prefer to taste one. According to the
demographics, people ages 21-35 years are mostly to eat hash brown and this is where we are
going to place our Hash Bam hash brown. Given that it is a new product to enter the market, the
16.9% of the respondents of the survey that have not yet tasted a hash brown but willing to try it
will be the demand for Hash Bam hash brown’s introductory year.

Assuming that the demand for HashBam hash brown will increase by 16% on the
second year which is the untapped market. The target demand for Hash Bam will be 671,684
with the target sales P 6,273,691.40.
F. Market Research Results
III. THE INTEGRATED MARKETING COMMUNICATION (IMC MIX)

A. ADVERTISING

Objectives:

 To initially launch a new product

 To inform, persuade, encourage potential buyers to try the product
 To introduce a Unique hash brown in the market

 TV COMMERCIAL

STORY BOARD

SCENE 1

Health Conscious: At the age of 20 our body starts to need more vitamins and minerals
Goal Oriented: To keep moving forward reaching our goals
Food Blogger: Let’s start by eating what is delicious and right without worrying about our
metabolism.

SCENE 2
Narrator: Try the new HashBam, hash brown made from bamboo shoots.

(Camera switches focus from character 1, 2 and 3 while they are smiling, holding
HashBam and taking a bite from it)

Health Concious: Contains vitamins A,B6,E and minerals that helps strengthen the
immune system.

(Camera focuses in character 1, when the “minerals” is mentioned. The specific minerals
that HashBam contains flashes on screen)

(To fill up some parts, the character 2 will be shown enjoying eating HasBam while
working on a certain task. The camera will focus on the character 3 while typing or
making a blog about HashBam while eating the product.)

Commercial will be aired during:

Idol sa Kusina

 Cooking show which airs on GMA NewsTV. The program is suitable for
the product because it is appropriate to put a food commercial during
cooking shows. In addition,the audience of the program are people who
seek new food options. The commercial will be aired twice per program.

MARS

 A women's talk.show program aired on GMA NewsTV. The program is

suitable for the product because the show's audiences are adults that are
concerned about health and are finding healthy food options. The
commercial will be aired twice per program.

Ang Pinaka

 An entertainment show aired on GMA NewsTV. The program is suitable

for the product because the audience of the program are people who
seek the latest trends,new,food and others. The commercial will be aired
twice per program.

 RADIO

Narrator: At the age of 20 our body starts need more vitamins and minerals due
to our busy schedule. Start by eating what is delicious and right without worrying about
our metabolism.
(insert background music)
Introducing the new HashBam hashbrown made from bamboo shoots! It contains
vitamins A, B6 and minerals that sthreghtens the immune system.
(insert background music)
New hash bam! Healthy hash brown perferct snack with a BAM!

 PRINT AD
 - Print ad promotion contains the brand logo, the two packaging of HashBam, the
tagline and a woman who is holding a bowl of hash brown. These elements
represent our brand that is for healthy lifestyle.

o MAGAZINE
- The print ad will be used in some lifestyle magazines like Women’s
Health, Lifestyle Asia, Total Fitness and others.

o OUTDOOR
- The print ad will also be shown in some public places in Metro Manila. It
will be posted along EDSA and in some places where our target market
usually go.

 ONLINE PROMOTIONS

o FACEBOOK
- HashBam will have its own Facebook page where people can see what
some health benefits of the product are.
- The product will also have some advertisement in Facebook.

o YouTube
- The product will have its own Youtube channel where there is different
video how to cook a certain dish using HashBam as the main
ingredient.

B. PUBLIC RELATIONS

Objectives:

 To create mass media exposure through media impressions.

 To make some good feedbacks that will encourage the target market to try the
product.

- HashBam will invite some bloggers to try the product and in their events then
share their experiences and feedbacks through their blog post.

C. SALES PROMOTION

SP Title: POP and Free Taste

SP Tool: Pop’s and Free Taste
Objectives: To attract customers
To boost the customer’s curiosity to try Hash Bam
To create brand awareness

Area Coverage: Metro Manila

Duration: January-April 2019
Mechanics:
1. Go to nearest supermarket/grocery store
2. Look for the Promo booth (POPs)
3. Avail of the Free Taste of (Hash Bam)
4. Product display of Hash BAM at the POP booth is also
available for sale
SP Title: Laro’t Saya sa Parke partnership with HasBam!
SP Tool:SP Title:Sponsorship
Events HashBamazing Blowout!
SP Tool: Coupons brand awareness to the target customers
Objectives: To establish
Objectives:
To informTothe
create brand about
customers awareness
the benefit of the
product To boost the customers curiosity what is HashBam
To connect the brand in celebrating Physical Fitness
Duration:
MonthAugust
in May2019
and
Area Coverage: Selected
Nutrition monthSupermarkets
in July in Metro Manila
Duration:Mechanics:
May-July 2019, every third Sunday of the month
Area Coverage:- Coupons will beCircle,
QC Memorial included in flyers
Luneta Parkthat will be distributed in
Mechanics: selected supermarket in Metro Manila.
Hash Bam will sponsor or tie up with an organization to
conduct physical fitness activities like Zumba at the QC Memorial
Circle and Luneta Park.

SP Title: Welcoming Months of Ber with Free tumbler!

SP Tool: Freebies
Objectives: To give some tokens for those loyal customers
To encourage more customers
Duration: September-October 2019
Area Coverage: Metro Manila
Mechanics:
1. Buy two 723 grams of HashBam and get free tumbler!

SP Title: Hollidays with HashBam!

SP Tool: Prizes
Objectives: To create brand loyalty
To celebrate Seasons of Holliday with the customers
Duration: November- December 2019
Area Coverage: Metro Manila
Mechanics:
1. Buy HashBam and chance to win random golden ticket inside.
2. Present it to the counter on your next purchase.
3. You can get free tumblers and many more!
 D. RETAIL AND E- TAILING

- HashBam will have its own fridge inside the supermarket to attract customers.

o Website
- HashBam will have its own website where the customers can buy or
order the product.

E. Direct Marketing Communication

- HashBam will give some flyers to some supermarket. The flyers contain the
health benefits of HashBam. Some coupons will be included in the flyers that will
be distributed in selected palces in Metro Manila.

IV. TOTAL MARKETING BUDGET

Rate
National TV Advertisment -
Primetime P540,000 per 30 seconds P7,000,000 for 1 month
Radio Advertisement P20,600 per 30 seconds P41,200 for 1 day

P912,000 for 12 months (once a

Newspaper Ad - 1/2 page P76,000 per day month)
P720,000 for 12 months (once a
Magazine Ad - Whole Page P60,000 month)

Billboard P450,000 per month P900,000 for two months

P52,000 per 10,000 people
Youtube Advertisment reached

Sales Promotion (POP)

Booth P25,000 for 3 months
Products P50,000 for 3 months
Manpower P12,000 for 3 months Total: P87,000 for 3 months

Freebie
Tumblers P50,000 for 4 months Total: P50,000 for 4 months

Flyers P10,000 Total: P10,000 for 1 month

Freezer P20,000 Total: P20,000
 Total: P30,002 Total: P30,001 Total: P30,000

TOTAL: P9,770,200

INSERTIONS

PACKAGING

FRONT VIEW

BACK VIEW
FRONT VIEW

BACK VIEW
A. ADVERTISING

 PRINT AD
 MAGAZINE

 NEWSPAPER

 OUTDOOR
 ONLINE PROMOTIONS

 Facebook
  Youtube

PUBLIC
RELATIONS
 A. SALES PROMOTION

 SP TITLE: FREE TASTE!

\]
 SP TITLE: HashBamazing Blowout!
 SP TITLE: WELCOMING BER MONTHS WITH FREE TUMBLERS!
  SP TITLE: HOLLIDAYS WITH HASHBAM!

A. RETAIL MANAGEMENT AND E-TAILING

 Website
B. DIRECT MARKETING COMMUNICATION