Manukan National High School

Manukan, Zamboanga Del Norte

LORELLE CARINDERIA

MARKETING PLAN

In partial fulfillment of the

Requirements in Principles of Marketing

Presented By:

Cristine Rusiana

Jamica Elmedulan

Amber Faith Englis

Stephanie Alexa Marie Bangquiao

Presented To:

EVA QUIMMA M. CARBONEL

JUNE 2023
 TABLE OF CONTENTS

I. Executive Summary……………………………………………………...……………….……

II. Situation Analysis…………………………….……………..…………………….………. 1-2

III. SWOT Analysis………………………………………………………….……….............…2-

IV. Objectives………………………………………………………………………….……….…3

V. Product and Services………………………………………………...……...………..…………

VI. Product Strategy …………………………………………………………………..………..3-4

A. Brand Name and Description……………………………………………………..

…….3

B. Product Positioning/ Unique Selling Proposition…………………………...………….4

C. Target Market…………………………………………..……………………........……4

VII.. Owners Profile……………………………………………………………….……......…..4-5

VIII. Marketing Strategy…………………………………………………………………….……5

IX. Future Products and Services ………………………………………………………..……….5

X. Competitors………………………………………………………………..………….………6
XI. Pricing……..……………………………………………………………..…………...…….6-9

XII. Integrated Marketing Communications Strategy…………………………………………….9

A. Advertising……………………………………………………………………………..9

I. EXUCUTIVE SUMMARY

Lorelle Carinderia is a type of small business restaurant that typically have limited menu

and is located at the back of bus station terminal at Manukan Zamboanga Del Norte. It is a type

of business that provides a food that does not need to be cooked. Aside from that they also sell a

beauty products and pisowifi.

Lorelle Carinderia will serve to its costumer the food that will satisfy their craving and

will be offering different Filipino dishes that will fit for their taste. Lorelle Carinderia will assure

to its customers to serve them clean and healthy food, rest assured that once you’ve tasted the

Lorelle recipes then for you will keep on coming back.

Lorelle’s Carinderia wants to share its delicious and yummy recipes and to help some

individuals by providing them work. Where they can earn money by working with us and the

service that they rendered will be paid by money. Lorelle’s Carinderia wants their customers to

experience the joy having fun with their loved ones while eating, at the same time they can relax

while enjoying the food together.

II. SITUATION ANALYSIS

 Lorelle Carnderia will be found around the municipality of Manukan for over 5 years that

is located a bit far from Municipality. Lorelle Carinderia in Manukan started in the year of 2019

up until now and has been owned and managed by Lelibeth Hipulan.

1 has unique cooking skills, capable and very

Now, there are three (3) employees which

approachable. Aside from the food they offered, they also sell beauty products and pisonet.

They started their business in the year 2019 when Covid-19 also started but even though

this is a big obstacle to their business they still managed to maintain the good and quality of their

service.

III. SWOT ANALYSIS

Swot analysis is strategic planning and strategic management technique used to help

Lorelle Carinderia to help identify Strengths, Weaknesses, Opportunities, and Threats related to

business competition or project planning. It is sometimes called situational assessment or

situational analysis.

This technique is designed for use in the preliminary stages of decision-making processes

and can be used as tool for evaluation of the strategic position of organizations of many kinds. It

is intended to identify the internal and external factors that are favorable and unfavorable to

achieving the objectives of the venture or project. Use of a SWOT analysis often ask and answer

questions to generate meaningful information for each category to make the tool useful and

identify their competitive advantages.

STRENGTHS WEAKNESSES
Unique menu Poor customer services

Customer satisfaction Long wait times (for food and seating)

OPPORTUNITIES 2 THREATS

Attract new customer through special New Carinderia

Grow customer loyalty Successful competitor

IV. OBJECTIVES

 To gain profit

 Establish Customer Loyalty

 To create another branch

 Customer satisfaction

V. PRODUCT AND SERVICES

Lorelle’s Carinderia will offer to its customer the following dishes that the most Filipinos

love to eat whether there is an occasion or just normal day. Paklay, Beefsteak, Caldereta,

Menudo, Tocino, Humba, Chicken halang-halang, Dinuguan, Pancit, Gulay, Tinola, and adobo

are the foods that the business offers. And for the drinks, Lorelle Carenderia will be offering the

following: Coke, Sprite, Royal, C2, and bottled water, these are the drinks that the customer

loves to purchase.
VI. PRODUCT STRATEGY

In this part, you will know further features of Lorelle Carinderia. You will also know

more informations about Lorelle Carinderia and why it is the best of all Carinderia here in

Manukan.

A. BRAND NAME and DESCRIPTION

Lorelle Carinderia is the name of local eatery that serves foods well to their customer and

offers different kind and food.

B. PRODUCT POSITIONING/ UNIQUE SELLING PROPOSITION

Lorelle Carinderia offered many food, there are also electric fans because people tend to

lose appetite when they feel hot, so it has a lot of electric fan inside so the customers can enjoy

and relax. The helpers are also always available to help the customers to make their orders.

C. TARGET MARKET

The target customers of Lorelle Carinderia are usually students, working professional,

and the residents living in Manukan. Customers can easily go there since it is along the highway,

it is near with schools and municipal hall so the students and employees who work at the

municipal can go there whenever they need to eat their meals. And we will be distributing flyers

to the residents of Manukan and with help also of advertising our business through the word of

mouth.
VII. OWNWERS PROFILE

Owner Name Lelibeth M. Hipulan

Age/ Marital Status 32 years old, Married with 2 kids

Gender Female

Socioeconomic Class Middle Class

Occupation 4 Housewife, a student teacher

Work Activities Doing household chores, managing her business

Leisure Activities Bonding with her kids

Personality: A supportive mother to her kids,

Loving, Generous, Caring, Strong

VIII. MARKETING STRATEGY

Lorelle Carenderia will provide good quality home style meals, prepared with quality

ingredients at a reasonable prices. The customers will enjoy, relaxing environment while eating

of more delicious food providing a customer with outstanding service.

 Improve Customer Service

 Promotion through different media

IX. FUTURE PRODUCTS AND SERVICES

Lorelle Carinderia always want to explore for something new. Where we will be open

and were willing to adopt as of to what is new and trend in the years to come, and in the long run

Lorelle’s Carinderia will be the one of the most Carinderia who offers the best dishes, a dish that

is cooked with love. And Lorelle’s Carinderia will improve the taste of the foods they market,

and improve its communication and give fair treatment to its customers better than others.

X. COMPETITOR 5

The primary competitors of Lorelle Carinderia is the small carinderia’s nearby. Which

also offers the same food that we have, but though we offered the same menus, Lorelle

Carinderia will make sure that Lorelle’s recipes has unique taste.

XI. PRICING

When it comes to setting price, several considerations are taken such as quality of the

product. Pricing is important, since the profitability of individual dishes can vary significantly

and will initially determine the cost of the menu items. We will take advantage of our excellent

credit terms with our suppliers and will also update our menu to take advantage of seasonality for

example in local produce item.

 IMAGE NAME PRICE

PAKLAY

45

BEEFSTE 50

CALDERETA 50

MINUDO 45
 TOCINO 45

7
HUMBA 50

CHICKEN 40

HALANG-HALANG

DINUGUAN 40
 PANCIT 20

GULAY 35

TINOLA 40

ADOBO 35
XII. INTEGRATED MARKETING COMMUNICATIONS STRATEGY

The following marketing communications will contribute a big help in our small

Carinderia. It will help promote our services to be known by the people around the province.

A. ADVERTISING

 Radio Ad
9
1. ADVERTISING OBJECTIVE

 TO INFORM

It announces new products and can educate people about the attributes and benefits of

new established products.

 TO PERSUADE

Tries to convince customers that the Carinderia’s product or services are the best.

 TO REMIND

Reminds people about the need for a product or service, and the benefits it will provide

when they purchase promptly.

2. ADVERTISING MESSAGE

BF: Hi love, did you eat na? gigutom ko, mangaon ta.
GF: Not yet, I was so busy kasi and I forgot my balon at home, wala ko kadala balon, What are

we going to do?

BF: Don’t worry love, I know some Carinderia here, naa ras unahan.

GF: Where? Affordable raba na?

BF: Yes love, It’s very affordable lang, and very yummy kaau ilang mga foods didto.

GF: Ta, since I’m hungry naman pod.

10 a lot of foods there, and ano pod love they also

BF: Tala, Adto tas Lorelle Carinderia, They have

sell beauty product and if wala tay load we can connect to their wifi since they have pisonet man.

GF: For real? So tala na, onsa paman atong gipaabot?

Onsa pay inyong gipaabot? Og ganahan mog affordable and yummy na food, visit na sa

Lorelle Carinderia.

3. ADVERTISING MEDIA

 97.9 HOME RADIO MANUKAN

This channel of radio advertise will be a great help on our Carinderia because this

channel is the most famous channel around Zamboanga Del Norte.

B. PUBLIC RELATION
 Strategic partnership, Sponsorship will be a big help to promote our Carinderia, such as

basketball game, pageants, and other public events that would increase our Carinderia exposure,

and Print, that produced print materials can be seen or can get the attention of people.

C. DIGITAL MARKETING

 INFLUENCERS

Through famous people, our Carinderia will become famous not just in our municipality

but in the whole Zamboanga Del Norte.

Influencer is a person with the ability

11 to influence potential buyers of a product or
services by promoting or recommending them through social media.

XII. PROPOSAL BUDGET

Item Unit Cost Total Cost

Advertising

Radio Ad Production Php 5,000 Php 5,000

Php 5,000

Radio Ad Cost Php 40,000

Radio Station (97.9 Home radio) 9

Php 40,000 Php 40,000

Social Media Ad Php 6,000 Php 6,000

Production
Social Media Ad Cost Php 12,000

Social Media Flatforms

Tiktok Php 10,000

YouTube Php 10,000

Facebook Php 5,000

Php 25,000

Public Relations 12.

Sponsorships Php 50,000 Php 50,000

Loyalty Php 1,000

Freebie Php 1,500

Digital Marketing

Influencer Php 50,000 Php 50,000

Contingency Php 30,000

Total Php 260,500

XIV. APPENDIX 13
 1. Advertising Objective…………………………………………………………10

2. Advertising Message…………………………………………..…………...10-

11

3. Advertising

Media……………………………………………………………..11

B. Public Relation………………………………………………………..………………

11

c. Digital Marketing……………………………………………………………..……11-12

14
XIII. Budget Proposal…………………………………………………………..…………….12-

13

XIV. Appendix……………………………………………………………………………….13-14