E.C.

O INC
ECO COLOR PEN
 Table of Contents

Executive Summary…………………………………………………………… 4

Study Background…………………………………………………………… 4

a. History……………………………………………………………
b. Vision, Mission, and Objectives……………………………………………………………
c. Product Profile……………………………………………………………

Macroenvironmental Analysis…………………………………………………………… 5

a. Economic……………………………………………………………
b. Politicolegal……………………………………………………………
c. Sociocultural……………………………………………………………
d. Demographic……………………………………………………………
e. Technological……………………………………………………………
f. Natural……………………………………………………………

Opportunities and Threats…………………………………………………………… 6

Microenvironmental Analysis

a. Company……………………………………………………………
b. Suppliers……………………………………………………………
c. Marketing Intermediaries……………………………………………………………
d. Customers……………………………………………………………
e. Competition……………………………………………………………
f. Publics……………………………………………………………

Strength and Weaknesses…………………………………………………………… 7

The Market……………………………………………………………

a. Market Size……………………………………………………………

Marketing Objectives……………………………………………………………
Marketing Strategies……………………………………………………………

a. Produced Strategy……………………………………………………………
1. Target Market
2. Brand Positioning
b. Pricing Strategy……………………………………………………………
c. Distribution Strategy……………………………………………………………
d. Advertising and Promoting
Strategy……………………………………………………………
 I. Market Plan

A. Marketing Executive Summary

Since face-to-face classes have resumed, students are in need of school supplies
once more, and one of their concerns is that they want a highlighter pen that can be
erased when they highlight the wrong keyword. E.C.O. has a solution that will help
students deal with this problem.
There are 869,446 prospective market customers, of which some have already been
selected, especially Laguna and Muntinlupa. With a potential target market,
E.C.O.'s mission is to become well known throughout the country by luring people
to utilize our product and the marketing tactics that seek to climb. In 5 to 10 years,
we can also become well-known throughout the world.
The marketing department has gathered the required marketing tools for their
marketing strategy through ongoing planning and research. It is intended to
increase value and sales for the company using flyers for marketing and
advertising.

II. Study Background

A. History
Since face-to-face classes began in August 2022 and students are now using
manual books, as well as students who love to take notes and highlight, E.C.O.
Inc. is now here to propose our products. Additionally, if one of our customers
highlights the incorrect keyword, he or she can erase it in a matter of seconds.
Additionally, readers can use our eco-color pen to highlight their favorite passage.

B. Vision, Mission, and Objectives

 Vision

Our company aims to help reduce plastic waste. We want to create useful and
innovative products while minimizing the harm done to the one planet that we all
share, one pen at a time.

Mission

Our company was built on the objective to provide affordable, eco-friendly

products. We provide accessible products without compromising our planet.

Objectives

E.C.O Colored Pen is an innovative company that provides eco-friendly school

supplies by using recycled plastics in our products. Our company ensures that the
customers are getting products with good quality while also helping Mother Earth.

C. Product Profile

E.C.O Colored Pen wants to bring a new innovation to the market, the Erasable
Highlighters. Instead of using friction, our product comes with a lemon solution
that can erase previous highlights. It is all organic without any additives. In an
effort to reduce waste, the case of our pen is made from recycled plastic.
According to trials, the Erasable Highlighters work best in glossy paper or in any
paper that does not absorb moisture. Highlighters are an important everyday item:
found atop students’ desks as they take down notes, seen in offices to mark
important details. Being such an all-around product means our innovation already
has a lot of competitors. However, we as a company are confident that our output
would sell because it is eco-friendly and affordable.
III. Macroenvironmental Analysis

ECONOMIC The market's shifting retail pricing will eventually cause changes in
the prices of our product.

POLITICO-LEGAL The government's laws will all be followed by our company. The
process of obtaining the necessary permits will begin with the
LGU, SEC and BFAD registering our company.

SOCIOCULTURAL All can benefit from our products, especially because many
Filipinos still read books.

DEMOGRAPHIC Laguna and Muntinlupa are the two locations where you may buy
our goods, which fits well with local trends in customer behavior.

TECHNOLOGICAL The environmental highlighter pen is novel since it can be used to

do, undo, and redo it through lemon and baking soda.

NATURAL The eco-color pen won't include any toxic chemicals or pesticides
and will be manufactured from organic materials.

IV. Opportunities and Threats

Opportunity Threats
Contingency
Plan
All- Customers would be Other BEIFA We can
around interested in it because it is a Competitors Pilot distribute our
and 3-in-1; it can do, undo, and Crayola product to
Timely redo it; and it is relevant smaller stores
because we have started so that they
meeting face-to-face. It can reach more
assist students in underlining customers.
the significant words in any
book.
V. Microenvironmental Analysis
THE COMPANY The business will make every effort to change and adapt to the
market. E.C.O. Inc. is in charge of developing the product and
giving the public a top-notch result.
SUPPLIERS High-quality outputs can be produced using high-quality
inputs. In order to protect Mother Earth, it is also crucial that
our product remain eco-friendly and all-natural.
MARKETING The public relations team of E.C.O. Inc. is tasked with
INTERMEDIARIES promoting our goods. Social media, billboards, pamphlets, and
banners will all be used to advertise and promote the goods.
CUSTOMERS Since we are a new company, we have determined that only
Laguna and Muntinlupa are our target markets. This is why we
are aware of the demographics of our clientele. Additionally, it
is essential that we gather customer input because our
customers are the foundation of our firm.
COMPETITION We are competing with well known brands who have been in
the market for years. Even so we strive to deliver new and
innovative products.
PUBLICS We would utilize social media to promote our product we are
confident that we will reach more people this way.

VI. Target Market Size

Strengths Weakness
Contingency
Plan
POPULATION
Reasonably We assure that New to the Since our Establish a
Priced and our ECO colored market product is new good feedback
Eco-Friendly pen will benefit a and innovative, process for
lot of students, people might be customer
workers and not more service to
cause any harm in comfortable ensure we
the environment purchasing the gain customer
with a very more known trust and
reasonable price. brands. favor.
 SAN PEDRO, LAGUNA 325,809

MUNTINLUPA 452,493

TOTAL 778,302

AGES 15-54 67.04%

521,774

FEMALE 67.71%

TARGET MARKET SIZE 353,293

The above data was derived from the numbers in the website PhilAtlas. The total

population of San Pedro, Laguna and Muntinlupa were taken into account. Factors like age and

sex helped our company narrow down the possible consumers of the product. The target market

size is 353,293 customers.

VII. Marketing Objectives & Marketing Strategies

Owners of the company E.C.O. Inc. are Mr. Andrei Capanas, Ms. Bea Opague, and Ms.

Alliyah Endrada. Our business has been operating for 5 years and has 8 employees. E.C.O.

Inc. has made the decision to start working on our marketing goals and developing a strategy.

Three Marketing Objectives:

 Remind consumers of our company's nature and the services we provide.

 Improve our prospective customers.

  Promote E.C.O., Inc. with flyers.

Outline:

Remind consumers of our company’s nature and the services we provide

o Design a special postcard. The content of this postcard will include our company’s logo,

a short introduction, and the services we provide.

o List the mailing addresses and email addresses of all our old clients.

o Send them our special postcard. Remind them that our company is still concerned about

them.

o Later, I will email these clients to ask them how their company is doing and whether they

have thought about redesigning their website to utilize some of the innovative new

techniques to attract more business.

o Advise them of a special promotion for current clients.

Improve our prospective consumers

o Prepare a presentation about the advantages of E.C.O., Inc.

o Do the presentation during the meeting. Talk to them about the importance and benefits

of starting a new company.

o Gather information from all attendees' contact information. The admin manager will

leave our business cards and information about our company with them.
 o After the meeting, we at E.C.O. Inc. will analyze who may become our potential new

clients and then email them.

o If they are interested, the admin, Mr. Andrei Capanas, will arrange a time to show them

our company portfolio, how we can help them, and why they should apply to E.C.O. Inc.

Promote E.C.O. Inc. with flyers

If our budget is not large enough, we will adjust our plan.

o Do pop-up advertisements or banners appear on our company website?

o Create a flyer and attend a bazaar where we believe we will meet potential new clients.