MARKETING PLAN

LM’s Ube Delicioso

Astrero, Mariela G.
Gagalang, Lyka Diane L.
ABM A- Fayol
 TABLE OF CONTENT

IX. Executive Summary I. Strengths and weaknesses

X. Study Background II. The market
A. Brief history of the A. Market size
company B. Market needs
B. Mission and vision C. Market needs
C. Product/ service
III. Marketing objectives
offerings
XI. Macro-environmental IV. Marketing strategies
analysis A. Product/service
A. Economic strategy
B. Politico-legal 1. Target market
C. Socio-cultural 2. Brand
D. Demographic positioning
E. Technological B. Pricing strategy
F. Natural C. Distribution strategy
XII. Opportunities and Threats D. Advertising and
promotions strategy
XIII. Micro- environmental
analysis V. Tactical implementations

A. The company VI. Marketing budget

B. Suppliers VII. Feedback and control
C. Marketing
VIII. Financial projections
intermediaries
D. Customers
E. Competition
F. Publics
I. EXECUTIVE SUMMARY
We gladly present to you our report on Marketing plan of our new product. The
main purpose of the report is to describe the whole process of developing and
promoting of our product.

Our product is named “LM’s Ube Delicioso”. LM’s Ube Delicioso is innovated in
packaging. This was good enough to attract people and it provide a better,
sweeter/tastier, and healthy ube delicioso. We want to market a jam which is the
purple yam. For this, we have created a marketing strategies, objectives and
effective plan to promote the product we’re selling. We have set a affordable price
for the product so that all kinds of people can afford to buy the product.

We we’re going to promote our product through social media with good thoughts to
easily attract customers and to make it easier to spread for people and to easily find
out the product we sell. And we also accept orders or people can visit the store in
exact place. And the Marketing Objectives of our product is to increase social media
impressions among new target 30% by the end of the year and establish partnerships
with new industry influencers by the end of the year and develop discount codes for
the customers.

Our target market includes the children/young and also the elderly. Once the
product is well promoted, we are hoping that this product will be sold well and be
successful.
II. STUDY BACKGROUND
A. Brief History of the Company
Our product, LM's Ube Delicioso, was created this year 2021 since many
farmers in our town have a purple sweet potato crops, so we thought of
creating a purple yam spread to create a better product while supporting and
helping the farmers as well as others who want to start a business with a small
costs. Since our product is handmade, it is made from the heart, but buyers
can be guaranteed that it is clean and fresh and of great quality.

B. Mission & Vision

Mission
To be recognized as a leading distinctive brand of fresh, homemade, quality
spread producers; Offered to clients at the most reasonable and affordable
price; To provide a healthier, refreshing, sweeter, filling, and completely
satisfying flavor.

Vision
At LM's Ube Delicioso, we take great care to ensure that all of our products
reach our consumers in the best and fresh condition. Providing a healthy,
nutritious, nourishing, and flourishing way of life. To provide the most value, it must
be completely affordable to all.
C. Product/Service Offerings
• Our Ube Delicioso is offered with great quality in affordable price.
• Ube Delicioso is made from 100% organic ingredients.
• Since our product is made from purple yam (Ube), having our product
will give you many benefits, such us may help you in regulating your
metabolism and improve heart function. Eating a balanced diet with
purple yams can help you control your body weight and increase your
good cholesterol levels.
III. MACRO-ENVIRONMENTAL ANALYSIS
A.Economic macro environment
• during bad times, most of customers do not buy spreads because it will serve
as extra expense, instead they just eat the bread itself so that they can save
money.
• when the ingredients/raw materials that used in our product increased the
price it will also affect the product .
B. Politico legal
• our business/product should have FDA and DTI permit to ensure the safety
of our product.
• our business should be also registered in barangay/city office to have our
business permit.
C. Socio-cultural
• since filipinos are influenced by other cultures around the world, most
filipinos want spreads made from chocolates and cheese products instead of
locally made spreads.
D.Demographic
• for kids, they more prefer chocolate spreads which can affect the sales of
our product.
• for high income families, they buy spreads that are imported, maybe because
they think it is higher in quality than locally made ones.
E. Technological
• spread making machines are now all over the country and only small number
of spread makers are making their products manually like our product which
can affect the improvement in our product.
F. Natural macro environment
• if there is typhoon, it can destroy the ube plant farm that can affect the
number of supply on our main ingredient.
• if pests attacks the plant it can affect the quality of the ube plant harvested.
IV. OPPORTUNITIES AND THREATS
• Cheaper pockets for rural areas. (OPPORTUNITIES)

• Health conscious people avoiding sweets. (THREATS)

V. MICRO-ENVIRONMENTAL ANALYSIS
A. The Company
We have identified the things that may be obstacles to the business we will build and we have carefully
analyzed the place where it will be built and we will place it in a position where we know many will enjoy
and support our product. And carefully evaluate costs and revenues so that our business does not go
bankrupt.

B. Supplier
• if the supplier delayed in providing the bottle to be used for the product, it can affect the production
and distribution of the product on time.
• when the supplier of the bottle to be used in the product raises/increases the price, it will affect the
marketing strategy of the business and it will end-up in increased price of the finished product ube
delicioso.
C. Market intermediaries
• post through social media for orders and talk to relatives and friends to ask their acquaintances if
anyone wants to order the product we sell. • can also find resellers for our product (ube delicioso).
D. Customers
• we will observe or survey customers to see what their suggestions and recommendations for the
product so that we can further improve it and meet the expectations of our customers.
• we’re going to ask for a feedback coming from our customers regarding to our product ube delicioso
E. Competitions
• competitions between ube delicioso and other brand of jams think on what way they will do to gain
an advantage over the opponent.
• they will approach the media to promote or advetise their products with different artists or celebrities
which they know will help them more.
F. Publics
• post through social media for orders and open resellers.
• we will promote through tv, tiktok, instagram, facebook, or other social media so that other people
know the product we are selling.
 VI. STRENGTHS AND WEAKNESSES
• Strong brand name (STRENGTH)

• Excellent advertising and visibility. (STRENGTH)

• Good product distribution and availability. (STRENGTH)

• Food (organic) products have a limited shelf life. (WEAKNESS)

VII. THE MARKET

A. Market Size
In the market size of our product, we estimated that we have 1,000 potential customers for
a 75.00PhP per unit so that we can estimated that the total market is 75,000PhP. In this
estimated market size, we can conclude that it can really help us in earn bigger to make
our LM’s Ube Delicioso grow.
B. Market Needs
Our product has a lot of advantages, thus it should be acquired by buyers who want a
healthier but satisfying spread at a reasonable price. Because LM'S Ube Delicioso
guarantees that every consumer will benefit from our product.
C. Market Trends
Spreads are quite popular, especially in our community, because people like to eat bread
with some spreads, so we came up with this LM's Ube Delicioso because this spread is not
just for specific people, but for everyone, because it is created from organic ingredients
and can be consumed by everyone.

VI. MARKETING OBJECTIVES

• Increase social media impressions among new target 30% by the end of the year.

• Establish partnerships with new industry influencers by the end of the year and develop

discount codes for the customers.

 IX. MARKETING STRATEGIES
A. Product/service strategy

1. Target market- Ube Delicioso is innovated in packaging. This was good enough to attract

people ( especially in youngs/children). And provide them with better, sweeter/tastier, and

healthy Ube Delicioso.

2. Brand positioning- In our product which is the Ube Delicioso (ube spread). We made the

logo using the image of our main ingredient, the purple yam. Which we think is different

from other ingredients for the usual spreads and since our product is made from organic

ingredients, it provides many health benefits at affordable price.

B. Pricing Strategy

We computed all possible expenses for our product which is Ube Delicioso and after that we add

a small amount for our income then we make a canvas or we gather information from competitors

without them noticing especially about the price of their product then after we know their price

we made the price of our product lower than the price of the competitors because usually the low

price gets more customer attention so that’s what we did.

C. Distribution Strategy

About the distribution first gathered information to find out where our product will be popular,

especially the places where there are people who love Ube and we asked for resellers to sell the

products. Post through social media to let our friends or other people know about the product we

sell with good thoughts to encourage them to buy Ube Delicioso.

D. Advertising and Promotional Strategy

• Advertising: Television, Social Media, Print Media

• Promotion: Consumer Sales Promotion, Trade Sales Promotion

 X. TACTICAL IMPLEMENTATION
MARKETING STRATEGY/MARKETING DEVELOPMENT

Tactics Operating Details Timetable

Open a shop in Tarlac To store products in order to July 2021

support retail operations.

Appoint someone to be in charge To maximize customer service, August 2021

of the store recruiting must be localized and
comprehensive training must be
completed.

XI. MARKETING BUDGET

Our product is very affordable, you can have one of this for only 75 pesos,

With your 75 pesos you can get one of our product at a very affordable price

with very satisfying taste.

Marketing Budget, 2021

Advertisement 1,500.00

Sales promotions 1,000.00

Materials 3,500.00

Ingredients 5,000.00

Total: 11,000.00
 XII. FEEDBACK AND CONTROL
All members or people involved in making the product will undergo a seminar related to what they will do

and after seminar will make a sample product to apply everything learned in the seminar and it can also

serve as a practice for members in making Ube Delicioso and also to know what else needs to be improved

like taste, texture or anything else to achieve the goal for the product.

XIII. FINANCIAL PROJECTIONS

As a partnership, me and my business partner will have a php5,500 share for

our small business.