IT’S 1995

PREMIUM SCENTED CANDLE

IT’S 1995
“Take me Back”

In Partial Fulfillment of the Requirements for the Subject Entrepreneurial Mind

Alday, Ace Kenneth D. Jubinal, Mich Andrei G.

Alfaro, Edralyn R. Mamaril, Jamela C.
Balagtas, Ma. Mikaella C. Manalo, Corene S.
Cueva, Christian S. Mandap, Marfel M.
Cunanan, Danica Raiven C. Munta, Maria Ezra E.
Dalmacio, Princess Arabela S. Roaquin, Carmena Joy
Diaz, Mary Rose Salvo, Mark
Dimaun, A Gie Carl Suba, Ma. Carmela
Evangelista, Charitie Velasquez, Clariz B.
Gonzales, Erika Joy R. Vinuya, Jerome T.

December 2022

City of San Fernando, Pampanga, Philippines

/It’s1995 /@Its’1995
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Table of Contents

I. Company Overview
1.1 Mission and Vision Statement……………………………………………………………...1
1.1.1 Mission …………………………………………………………………….…….. 1
1.1.2. Vision ………………………………………………………………………..….. 1
1.2 Executive Summary…………………………………………………………………………1
1.2.1 Company Profile …………………………………………………………………1
1.3 Product Overview ………………………………………………………………….………..2
1.3.1 Scented Candle ………………………………………………………………….2
1.3.2 Lavender Scent …………………………………………………………………..2
1.3.3 Peppermint Scent ………………………………………..................................2
1.3.4 Vanilla Scent …………………………………….……………………………….2
1.3.5 Coffee Scent ……………………………………………………………………...3
1.3.6. Sandalwood Scent……………………………………….................................3
1.3.7. Fresh Bamboo Scent……………………………………….............................3
1.3.8. Strawberry Scent………………………………………...................................3
1.3.9. Product Name Background & Sample Products……...................................4
/@Its’1995
/It’s1995
1.4 Management Plan………………………………………..................................................6
1.4.1 Organizational Chart …………………………………………………………….6
1.4.2 Organizational Structure ………………………………………………………...6
1.4.3 Duties and Responsibilities ……………………………………………..……...6
II. The Industry
1.1. Industry Overview……………………………………….................................................8
1.2. Competitive Analysis………………………………………............................................8
1.2.1. SWOT Analysis………………………………………......................................9
1.2.2. PESTEL Analysis………………………………………..................................9
III. Business Strategies
3.1 Operations and Management Plan ...........................................................................11
3.1.1 Suppliers ................................................................................................... 11
3.1.2 Materials needed in Production…………………………..……………………11
3.1.3 Production Process ....................................................................................12
3.2 Marketing Strategies .................................................................................................13

3.2.1 4P’s of Marketing .......................................................................................13

3.2.2 Market Segmentation and Targeting ..........................................................14

3.2.3 Market Positioning......................................................................................14
/It’s1995 /@Its’1995
3.3 Sales Strategies ........................................................................................................14

City of San Fernando, Pampanga, Philippines

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I. COMPANY OVERVIEW

MISSION AND VISION STATEMENT

Mission
It's 1995, scented candles is a business that can provide high-quality scented candles
with a variety of scents. Scented candles are a representation of high quality in life, with a
variety of scents that customers can appreciate. Cemeteries, homes, offices, and schools are
our target markets. Its 1995 scented candles will also place a high value on a close relationship
with customers and buyers.

Vision
 To be a successful business that is able to maintain its profitability by basing its
operational decisions on the requirements of the most important stakeholder, which is
the customer.
 It's 1995 has set a short-term goal/It’s1995
of becoming a/@Its’1995
highly regarded and one of the best
scented candle business companies in Pampanga.
 In the long term, we want our company to be recognized as the most reputable and
successful manufacturer of scented candles in the Philippines.

EXCUTIVE SUMMARY
“Its 1995” a budget friendly scented candles with variety of scents that is affordable.
Candles were regarded merely as a source of light. Back then, scented candles are not that
popular because people only use it as an ordinary candle. The market for candles has grown
more competitive in recent years. On many different types of candles, customers and sellers
have developed "price sensitivity."
As the COVID-19 outbreak sweeps across the country. People's lives have been
profoundly impacted by it, and the ensuing economic recession has had a detrimental effect on
businesses and it becomes a problem. Since the pandemic happened consumer spending
pattern have changed significantly as a result of the supply networks severe instability.
The greatest way to sell these scented candles in the Pampanga region is by putting a
lot of effort into online sales during this challenging moment. “It's 1995” is a scented candle
business that can provide high-quality scented candles with variety of scents that customer can
appreciate. The target market of this business are cemeteries, homes, offices, and schools. A
scented candle can create an ambiance of healthfulness and well-being. Unlike incense,
scented candles do not add smoke to the air.
/It’s1995 /@Its’1995

Company Profile
The recent events have opened people's eyes to an entirely new realm. The ideal means
of escaping from reality might be to remain in a little space, listening to an ideal music and
lighting up a good candle. It's 1995 highlights the creation of scented candles established in the
year 2022 with the warm cooperation of the young scented candle entrepreneurs of Colegio De
Sebastian-Pampanga. This is with the collaboration of selected students from Colegio De

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2
Sebastian Pampanga; BS Accountancy, BS Tourism Management, BS Hospitality Management,
BS Psychology, and BS Computer Engineering. The business features the essence of lights in a
traditional way; with a twist of scents that enhances the quality and effectiveness of the product.
PRODUCT OVERVIEW

Scented Candle
Scented candles were traditionally used for special occasions, particularly religious or
cultural activities. We now use scented candles for a variety of purposes. In fact, some
individuals regard them as a need in the home. This is because it not only keeps the ambiance
of your home fresh, appealing, and welcoming, but it also helps with the interior decor. Most
scented candles come in gorgeous pieces that can be used to enhance the beauty of your
home's décor. Candles are well-known for their medicinal properties. Aromatherapy candles, for
example, can make you feel both calm and energized. Lavender candles, on the other hand,
can help with stress alleviation and relaxation. Lemon candles are invigorating and can alleviate
anxiety and depression.

Lavender Scent
It is well known that the aroma of lavender
/It’s1995 is supposed
/@Its’1995to have a calming and soothing
effect. A lavender-scented candle next to your bed can help you sleep better, reduce your
anxiety, and even have a calming effect on elderly persons with dementia. Lavender is a
wonderful natural scent that has been utilized for many years to lessen tension and emotions of
worry. Because of its tranquil scent and relaxing scents, lavender is excellent for meditation and
also has a wonderful calming impact on the brain. The use of lavender aromatherapy in the
treatment of migraines and other severe headaches has grown in popularity. To get rid of
symptoms that can hinder your productivity, you might burn lavender-scented lights in your
workplace throughout the day.

Peppermint Scent
Peppermint can be used to flavor or aroma of meals, cosmetics, soaps, toothpaste,
mouthwashes, and other items, and it may have certain medical applications. Peppermint
originated in Europe, but it is currently grown all over the world. Peppermint oil can aid in the
relaxation of stomach muscles and the enhancement of bile flow. This makes it perfect for
persons who suffer from indigestion. Peppermint is a hybrid mint that was created by combining
spearmint and watermint. It has a spicy, refreshing flavor that makes it a popular addition in a
variety of foods. Because of the presence of essential oil, the leaves of this plant are the primary
parts used. The peppermint scent in the scented candle is an oil-based fragrance oil with a
wonderful sweet and minty fresh aroma that is cool and refreshing, and it also helps to reduce
pain. Peppermint oil is also a natural decongestant that can be used to treat respiratory issues
/It’s1995 /@Its’1995
also including asthma, bronchitis, and sinus congestion. Peppermint oil produces a great impact
when used in candles, providing a fresh aroma wherever it is burned up.

Vanilla Scent
Real or artificial vanilla fragrance is used to scent vanilla candles. Given that vanilla
extract is a typical element in baking, the aroma of a burning vanilla candle is reminiscent of
baking or of warm, fresh cookies. Any wax can be used to create scented candles, including

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paraffin, soy wax, beeswax, and tallow. Candles differ in terms of their size, fragrance, and type
of wax used to make them. Regardless of shape or wax composition, vanilla has been the most
popular candle scent sold in the past ten years, according to the National Candle Association.
Poured cylinders and tapers, glass canister kitchen candles, and tiny votive are common
shapes for vanilla candles. Vanilla candles can also be carved, put into molds to take the shape
of foods or baked goods, or made to look like those things. The most popular candles for
boosting happiness are those with a vanilla aroma. In addition to promoting feelings of delight,
they can also induce relaxation. This implies that vanilla-scented candles will not only make
your home smell like a pastry but will also contribute to increasing your happiness levels.

Coffee Scent
Coffee's seductive aroma is known to attract the attention of practically everyone. It's a
smell that either makes you stop in your tracks and head to the closest coffee shop, or it
persuades you to break your rule not to drink coffee after 3 p.m. We have a coffee-scented
scented candle if you want to satisfy your craving for the smell of coffee without having to boil a
cup.

Sandalwood Scent /It’s1995 /@Its’1995

The tree bark of the Santalum Album is distilled and converted into sandalwood
essential oil. This aromatic oil is used as a primary component in perfumery, aromatherapy, and
as a food spice. Sandalwood is a manly aroma on its own, but when combined with other
substances, it can become feminine. Because sandalwood is rarely used alone in fragrances, it
tends to blend nicely with other aromatic aromas and floral scents, giving them a longer-lasting
scent when combined with this Indian fragrant wood. Sandalwood has a sweet aroma, which is
one of its crucial differences. It smells almost as sweet as vanilla, which implies it's both
appealing and not repulsive to those who smell it. Because everyone enjoys sweet scents,
sandalwood is part of a group of scents that are pleasant in a variety of applications, such as
fragrances.

Fresh Bamboo Scent

At first sniff, you'll fall in love with this Fresh Bamboo fragrance. You'll be reminded of
fresh jungle leaves in a muggy rainforest by the fresh aroma. Think of the invigorating
combination of base notes of vetiver and soft musk with top notes of wild bamboo stalks, fresh
aloe, and jasmine flowers. This vibrant summer fragrance is a combination of lush green
bamboo notes balanced with a tinge of spice and a sparkling tropical flower harmony. To
support the botanical impression, a clear musk accord is encircled by a base of orange
blossoms.
/It’s1995 /@Its’1995
Strawberry Scent
Strawberry benefits include boosting the immune system, decreasing blood pressure,
curing arthritis and gout symptoms, and preventing cancer. Strawberries contain vitamins as
well. One cup of strawberries contains more than 100% of the recommended daily intake of the
immune-boosting vitamin C. Vitamin C aids in the creation of collagen and the preservation of
skin health, in addition to working as a disease- and age-fighting antioxidant. Strawberries also
include anti-inflammatory and antioxidant properties. Strawberry Scented Candles is an oil-

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based fragrance that has an exciting perfume that reminds you of summer, youth, and
happiness. Strawberry benefits include boosting the immune system, decreasing blood
pressure, alleviating arthritis and gout symptoms, and preventing cancer.
4

Product Name Background & Sample Products

Take me back to 1995" — in today's world, virtually all traditional items had been
replaced by technologies and inventions powered by solar panels and batteries, to the point
where even the most basic items, such as candles, were eventually replaced by humidifiers that
served the same functions of dispersing pleasant scents and removing noxious ambiance. The
1995 number is believed to have the message “as long as you breathe, no situation is
permanent and if you want better for yourself, you can attain it”. To this, we believe that the
scents of our candles can lighten up the mood of those who breathe it in. The more positive a
state of mind one cultivates, the better one's ability to reason and decide.

SAMPLE OF PRODUCTS
The sample pictures shown below are the actual produced
/It’s1995 /@Its’1995 products of It’s 1995.

I.FIRST COLLECTION

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City of San Fernando, Pampanga, Philippines

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II. SECOND COLLECTION

/It’s1995 /@Its’1995

/It’s1995 /@Its’1995

City of San Fernando, Pampanga, Philippines

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MANAGEMENT TEAM

It's 1995 is composed of 20 members who are all dedicated in fulfilling their obligations
and responsibilities in the company.

ORGANIZATIONAL STRUCTURE

/It’s1995 /@Its’1995

DUTIES AND RESPONSIBILITIES

1. Board of Directors -   responsible for protecting shareholders' interests, establishing policies

for management, oversight of the corporation or organization, and making decisions about
important issues a company or organization /It’s1995
faces. /@Its’1995

2. Chief Executive Officer - highest-ranking employee within any organization; she reports to 7
the Board of Directors. Core responsibilities include setting and executing the organization's
strategy, allocating capital, and building and overseeing the executive team.

3. Executive Secretary - Provides high-level administrative support and assistance to the

Executive Director and/or other assigned leadership staff. Performs clerical and administrative
tasks including drafting letters, memos, invoices, reports, and other documents for senior staff.

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4. Accounting Manager/Accounting Staff - Manages the accounting staff who are responsible
for financial reporting, billing, collections, payroll, and budget preparation. Recruits and hires
accounting and financial staff and conducts performance evaluations.

5. Finance Manager/Finance Staff - oversee the financial health of an organization and help
ensure its continued viability. She supervises important functions, such as monitoring cash flow,
determining profitability, managing expenses and producing accurate financial information.

6. Production Manager/Production Staff - oversees the production process and coordinates

all activities to ensure enough resources on hand. She can plan workers' schedules, estimate
costs and prepare budgets to ensure workflow meets required deadlines.

7. Packaging Manager/Packaging Staff -  responsible for all of the work in the company that is
related to product packaging, she will lead a department that provides accurate and timely
provision of packaging information, new packaging development, stock management,
forecasting and customer relationship management.

8. Advertising Manager/Advertising Staff - direct a company's advertising activities and staff

members to develop creative, consistent brand-specific ad campaigns. She supervises and
works with other employees, establishes project
/It’s1995goals, and monitors, approves, and evaluates a
/@Its’1995
project's status and impact.

9. Sales Manager/Sales Staff - he generates reports tracking how well each individual achieves
these seasonal targets.

/It’s1995 /@Its’1995

City of San Fernando, Pampanga, Philippines

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II. THE INDUSTRY

INDUSTRY OVERVIEW

It’s 1995 is primarily operating in the commercial and residential industry; with its aromas
and scents that gives life to homes and businesses like spas and restaurants. The therapeutic
benefits of scented candles and their rising popularity in commercial establishments like spas
are anticipated to fuel potential market. In response to the increasing market shares, major
competitors in the scented candle industry are concentrating on providing unique aromas that
appeal to consumers. The business also entered the rebranding industry for the purpose of
exploring the field of transacting with manufacturers which offers a variety of scents which is
favorable to both the market and firm. The business is now offering scents and aromas that
attracted the interests of the markets.

COMPETETIVE ANALYSIS

Spiritual devotion, especially in nations of Asia. The process of producing candles has
evolved greatly throughout time. These simple /It’s1995 yet incredibly
/@Its’1995important goods are made by
many civilizations utilizing their particular techniques and ingredients.

Since the pandemic has caused individuals to spend more time at home, there is a
growing desire among people to make their homes comfortable places to live. One of the
consumer trends for 2020 is sculpture-scented candles or candles with organic shapes. Candles
with scents can be utilized in both household and business settings.

These small businesses sell and produce a variety of candles that are made from quality
ingredients, materials and are offered in two different sizes. Candles are typically utilized as a
source of light during prayers or on holy week. Nowadays, they are used for a variety of
occasions, including parties, romance, relaxation, house decor, and much more. Furthermore,
the simple act of lighting a candle, as well as the exquisite flicker and soft glow it creates, all aid
in calming and comforting the mind. Despite the fact that these stores' candles cost an
affordable price. Overall, the consumer has a positive opinion of these businesses.

SWOT Analysis

Strengths Weaknesses
/It’s1995 /@Its’1995

● High Quality product ● Competitors also provide similar

products
● Ambiance of the Place
● Slow paced of product
● Weekly Production

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production

Opportunities Threats

● Business in terms of online ● Increased local competition

and physical sales

PESTEL Analysis

Political
/It’s1995 /@Its’1995
Philippines Candle Market was no exception. The key firms in the market faced various
unprecedented obstacles related to the manufacture & distribution of candles while the
governments implemented harsh mobility restrictions & lockdowns to stop the spread of this
terrible disease. And in recent years, as the number of Covid-19 cases slowly decreased,
governments loosened the limitations and permitted the restart of corporate operations. In
response, it encouraged the industry's top producers to increase their output in order to fulfill the
country's growing demand for candles. For It’s 1995, production of scented candles are based
on the number of workers who will produce the product which are also the owners of the
business. Since it has just started, expectations on the production of scented candles are also
limited. The compensation of the workers who were the founder of the business are based on
the production of the scented candles.

Economic
The Covid-19 outbreak is a problem for the business, just like it is for any other
business. Since the virus spread, consumer spending patterns have changed significantly as a
result of the supply networks' severe instability. The greatest way to produce these goods in the
Pampanga region is by putting a lot of effort into online sales during this challenging moment. 10
Despite the fact that the business is currently small and may not choose to practice the
importation of the produced goods, exchange rates may not have been impacted by this point.

Socio-Cultural /It’s1995 /@Its’1995

Even with the pandemic, It’s 1995 recognizes how necessary it is to exercise caution
around others and in their environment. One of the factors we considered is being budget-
friendly to the consumers because all the essential things are pricey and expensive. Since we
just started the scented candle business, It’s 1995 decided to create an online platform such as
Facebook page and Instagram account for us to manage it and keep up with the trends to
remain competitive. Furthermore, these platforms can be used to engage with our customers
and consumers and it can help the business to eventually grow.

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Technological
With the pandemic that we had, It's1995 acknowledges the importance of technology in
the business. The business will use technology to improve the entire customer experience and
satisfaction. Also, customers having access to technology may simply obtain the product.
Moreover, because of advances in technology, innovation and development may be performed
more efficiently. Furthermore, products will be delivered in a fast and convenient manner, such
as by door-to-door delivery.

Environmental
Recent climate change is increasing the frequency and severity of weather events. This
adds extra pressure to the business as it may be exposed to multiple extreme events within a
short time, such as flooding. In our case, the business will deliver products to various areas of
San Fernando, where customers reside close to the employees' homes. As we all know, San
Fernando is also vulnerable to natural hazards such as typhoons, flooding, earthquakes, and
volcanic eruptions. Furthermore, with the unusual weather patterns observed throughout the
Philippines, it is difficult to forecast the accuracy of product delivery because it may affect the
overall operation.
/It’s1995 /@Its’1995
Legal
It’s 1995 strictly adheres to Philippine law. It does not engage minors and provides safe
working conditions for its employees. Moreover, it encourages equality against discrimination
based on gender, religion, ethnicity, and more. Additionally, it assures that the purchaser of the
product is protected against defective products. Furthermore, the business believes in
transparency, thus it creates and provides several financial reports and other performance
reports to the public.

11

/It’s1995 /@Its’1995

III. BUSINESS STRATEGIES

OPERATIONS AND MANAGEMENT PLAN

Since It's 1995 is still starting, the members decided to find a supplier for their products.
They will, however, select the scents they prefer, design the packaging to match their products,
the shape, design or any other details of the product. Additionally, the Board of Directors will
decide how much supply to take per batch and will consult with the supplier to properly monitor

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the inventory. When the products are received, the organization's packing team will do the
packing, arranging the orders, and final retouching of the products to make sure that the quality
of the products are worth the price. They will then distribute it to members of the organization
who have orders to deliver to customers. That being said, customers can obtain the scented
candles by sending a message to the organization's Facebook page or by conducting direct
transactions with each of the organization's members.

Suppliers
. The business looked at many stores and vendors who could provide the materials and
candles they needed. They have taken into consideration a number of variables, including the
cost, the quantity, and the suppliers' locations. With the DIY approach, they have selected the
Shopee and Lazada applications since they are convenient for them and make it simple to find
the products they needed. As the other materials are not available in just one shop, they have
decided to use two businesses on that platform. The location of the stores also matters because
it affects the shipping fee, so they don't just focus on the pricing while making this decision.
Next, the company then used the Facebook app to select a supplier as part of their rebranding
strategy. Since various stores have the same items and quality, they have taken the shops'
price into consideration and employed comparison
/It’s1995 shopping.
/@Its’1995 Also, they have considered
reading through the shop reviews to get an idea of what to expect. Finally, the company settled
on Twitams Candle, a small business with a great quantity and the lowest price that is based in
San Jose Del Monte, Bulacan.

Materials Needed in the Production

WAX
Our main ingredients in making our scented candles are wax such as Soy and Paraffin.
It's 1995 used Soy and Paraffin wax in our trial and error but we mostly used Paraffin wax for
our final production.

MINI-GLASS
Mini glasses are very versatile and make great candle holders. It’s 1995 used mini glass
as a container for its candles because candles are beautiful and create a magical atmosphere
as soon as they are lit. Moreover, mini glasses are a great piece of decor, particularly for a
scented candle. They can instantly make any room in your house feel more sophisticated and
elegant.

STEARIC-ACID 12
Stearic acid is most often used to thicken and retain the shape of soaps, and of course
the candles. It’s 1995 uses these ingredients/It’s1995 /@Its’1995
to easily harden the candle and retain its shape.

SCENTS
It’s 1995 uses different scents like lavender, peppermint, coffee, vanilla, and strawberry.
These scents may be derived from essential oil or from synthetic aroma chemicals. These
different scents mixed into the wax, gives off a pleasant scent when burning.

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DYES
It’s 1995 used powder dyes to give a candle a translucent color like brown, red, green
and purple. Dyes allow a candle maker to control over a color’s shade that they want because it
is easily combustible, they won’t block the wick and it only has a minimal effect on how well a
colored candle burns.

STICKER-PAPERS
With the use of sticker paper, It’s 1995 used it for product labeling. Our sticky paper has
the brand name, logo, and scent names on it. Having this makes it easier for customers to
recognize the business product.

WICK
Given the business product is a candle, it's 1995 may be able to find and pick the ideal
wick, the wick is the most essential and important item of the candle making. The candle would
be useless without it.

BUTANE-AND-PORTABLE-STOVE
Butane gas, along with a portable stove, is very popular nowadays. It is very easy to
everyone. In /@Its’1995
transport around since it is convenient for/It’s1995 our case, butane gas and a portable
stove are used to create candles, so the wax melts and put on the melted wax on a mini glass.

CASEROLE
Casseroles are typically used in cooking foods and can sometimes be used for
alternatives such as making candles. That is why It's 1995 used this as an alternative for
making candles.

MEASURING-TOOLS
A candle thermometer allows It’s 1995 to monitor the temperature of the wax when
making candles. It ensures us to not overheat the wax and be completely melted to have a
consistent result. It’s 1995 also used an Electronic Kitchen Weighing Scales to have an
accurate weight in different ingredients such as wax. This electric scale helps the candle maker
to get the correct and equal weight for the each products.

Production Process
1. Prepare all the materials needed for the production.
2. Turn on the stove with a low heat.
3. Put the wax in the casserole.
4. Stir until it is dissolved.
5. Make sure the peak temperature of the wax will only be 100 Degree Celsius.
/It’s1995 /@Its’1995
6. Put the fragrance and dye while mixing the wax. 13
7. After dissolving and combining the wax and dye, put it in the container.
8. In the container, put the wick in the center.
9. The container contains 40g of the wax.
10. After putting it in the container, wait for the wax until it becomes a cool temperature.
11. Put the sticker in the outer layer of the container for the final output of the product.

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MARKETING STRATEGIES

4P’s of Marketing

Product
It’s 1995 candles illuminates your home with comforting glow of the candlelight. These
candles are great for setting a mood because of fragrance oil that helps get rid of insects most
especially mosquitoes. Our scented candles can fill your home with captivating-fragrance and
warm light. The product is composed of scented candle in a mini glass. Scent is one of the
important feature in this product because of its benefits which can be attributed to its properties
as a stress reliever, and reduces pain. At the same time It’s 1995 gives a great aroma of 2-in-1
scented candle inside your home. Our candle has a 1.2 Oz and it will lasts up to 5 hours.

Price
The edge of the company in launching the product against its competitors is that it has
an affordable price. For only 40 pesos each you can have our scented candle along with its
benefits.
/It’s1995 /@Its’1995
Place
Through the use of technology, all of the people nowadays are linked with social media.
So one way to reach the customers is through our social media pages: Facebook, Instagram,
Tiktok and shopee. In this page, people will be updated with the promotions and new variety of
scents.

Promotion
Promotion is a way for people to notice a product. One of our company's promotion is
selling our product by set. In this way the customers can avail the product cheaper than our
individual sales. People always like to get more for less. Coupons and discounts are also great
because they get people buying and at the same time realize some profit. They're especially
good for things that are overstocked. And when the product doesn't get the desired sales, the
old stocks will be sold in a sale. In this way, the company gets profit while having the chance to
have new stocks.
Moreover, through technology, it is one way for transactions to be easier. So the company,
chose to sell online through a social media page like Facebook, Instagram, Tiktok and Shopee
since shopping online is a trend. Some people don't need to deal with transportation expenses
and traffic. In this way the company is open to the world. Besides selling in social media.

Market Segmentation and Targeting 14

/It’s1995 /@Its’1995
It’s 1995. Will target a wide range of people. Anyone who has access to our local or
online store will be able to purchase our products.

For the purpose of product design, the It’s 1995 segmented and targeted market are
based on its demographics, geographics, psychographics and behavioral.

❖ Demographics:

City of San Fernando, Pampanga, Philippines

/It’s1995 /@Its’1995
 IT’S 1995
PREMIUM SCENTED CANDLE

● Age: 15 to 55 years old

● Gender: Female
● Economic Status: Income not less than 1,000 pesos and allowances not less
than 500 pesos a week.
● Status: Parents, working personnel, students and teachers.

It’s 1995 target market would most likely be women between the ages of 15 to 55 years
old, who own homes and used to create a pleasant ambiance at their houses or public places
such as hotels, offices, cafes, restaurants and others for low-cost but high quality scented
candles.

❖ Geographics: Philippines with the access of our logistic and express delivery. Areas
and municipalities of Pampanga region particularly those in and around San Fernando,
Mexico, Angeles.
❖ Psychographics: High interest for candles as collection and decorations, or for
therapeutic reasons. This includes people who simply find scented candles as an aid in
relaxation and stress relief after long and tiring day
/It’s1995 /@Its’1995
❖ Behavioral: People who love buying scented candles for special occasions such as
weddings and Christmas for home decorations purposes or as gifts for friends and
family.

Market Positioning
It’s 1995 offers candles with variety of scents that are suited for both adults and
teenagers. Due to their classic packaging and stickers, the candles we provide are appropriate
for use in any season. We also make sure to offer an aroma that will change our customer's
mood.

SALES STRATEGIES

Develop Discounting Strategy

Best way to attract more customers is to offer discounts and/or offer the best deals on
products or services. Discounts are not only beneficial to the customers; they can also benefit
the business in terms of increasing sales and enhancing brand awareness.

Our business, “It’s1995”, offers gifts set for its beautiful, scented candles to indulge in at
home. The goal is to keep prices affordable for customers with bundles and promos. Our
scented candle has an original price of 65 pesos each, but /@Its’1995
/It’s1995 a customer can save up to 3% of the
price if s/he buys a ‘Set of 3’ for 190 pesos only and can save up to 5% for a ‘Set of 5’ for 310
pesos only. Our company will also offer a bundle of scented candles to those really wanted to
buy more either for collection purposes or personal interest. These deals will definitely increase
traffic which will typically lead to an increase in sales. As months and sales progress, the price
will also increase slowly until it reaches its momentum in sales and the consistency of our
business success.

City of San Fernando, Pampanga, Philippines

/It’s1995 /@Its’1995
 15

IT’S 1995
PREMIUM SCENTED CANDLE

Sneak peeks through Social Media Platform

Surveys show that most of the users use social media to research products and find
deals. Our business, “It’s1995”, runs a social media page and a website to boost social media
impressions and online presence. We share sneak peeks of our intoxicated scented candles
with stunning visuals to promote our deals and special offers by using Facebook, Instagram
stories and Tiktok Videos.

With the different design platforms like Adobe software, Canva, etc., we can create eye-
catching, beautifully branded visual posts and ads with our own innovative design skills and
publish them to social media in as little as a few minutes. Perhaps, a clip with only more/less
than 60 seconds with its content that is aesthetically pleasing and has an accurate information
about the deals we are offering to our customers. Publication materials such as posters and
print advertisements will also be posted in all social media platforms to know more about our
scented candles, its benefits, and other offers.

Posting of Customer Feedbacks and Reviews

Customers who purchase our products /@Its’1995 to leave feedbacks through

/It’s1995 are encouraged

posting their experience through their social media accounts with hashtags such as
#its1995Candles #its1995Lavender etc. – which hopefully will enhance brand awareness and
refer our product to their families, peers, and colleagues.

Another way is to message the customers directly, either via email or Facebook
messenger, and post their reviews (with their blessings) into our social media platforms. In this
strategy, the social media boost and website impressions will bring in a bigger new generation
demographic by at least 15% since the start of the online campaigns and promotions, with
consumers making our business their regular purchase shop and our scented candles serving
as a safe haven to them anywhere.

/It’s1995 /@Its’1995

City of San Fernando, Pampanga, Philippines

/It’s1995 /@Its’1995