RELISH COMPANY

A Marketing Plan Presented to the

Faculty of the College of Business Administration
University of the Visayas
Corner D. Jakosalem & Colon Street,
Cebu City Philippines 6000

In Partial Fulfilment
of the Requirements for the Course
BA 11 – FUNCTIONAL AREAS OF BUSINESS OPERATION

GROUP MEMBERS
Delas Penas, KC
Gaborno, Nice
Labastida, Renald
Leyva, Dwyn Zyra
Negre, Alyssa
Pepito, Loren Joy

Bachelor of Science in Accountancy

November 2023
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TABLE OF CONTENTS

Part Page

1 COMPANY/INDUSTRY OVERVIEW

Profile/History

Company Logo

Mission & Vision

SWOT Analysis

Goals and Objectives

2 MARKET ANALYSIS / ENVIRONMENTAL AUDIT

Environmental Audit

Product Life Cycle Identified

3 COMPETITIVE ANALYSIS

Competition – Direct / Indirect

Market Share Breakdown

Competitive Advantage

Product Positioning

Industry Analysis

4 CONSUMER ANALYSIS / PROFILE

Market Segmentation

Consumer Demographics

Target Audiences

Market Research

5 STRATEGY – ANSOFF’S MATRIX

6 MARKETING MIX ANALYSIS – 5 P’s

Product
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Place

Price

Promotion

People / Customer Service

7 CONCLUSION
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PART I

COMPANY / INSUSTRY OVERVIEW

Profile / History

Relish Chili Garlic is a food business located in Corner D. Jakosalem Street,

Cebu City across Metro. It offers various levels of spiciness that would gradually fit to

everyone’s preferred liking. It was established in the year 2022 by young

entrepreneurs from the University of the Visayas.

Chili garlic oil is a delicious and versatile condiment that is made with chili

peppers, garlic, and oil. It has a spicy, garlicky flavor and is commonly used in

Chinese, Southeast Asian, and other cuisines. Chili garlic oil can be used to add

flavor to a variety of dishes, including noodles, dumplings, stir-fries, soups, and

marinades. Chili garlic oil is made by infusing oil with dried chili peppers and garlic

cloves. The oil is heated until the chili peppers and garlic are fragrant, and the oil has

turned red. The oil is then strained and stored in a jar.

The product was named Relish, for that is the main goal of our company, is to

give satisfaction and enjoyment to every individuals with a very affordable price.

Especially to students who are trying to save up with their daily allowances. Our

company only started as a mere experiment out of boredom, but now, it’s mostly on

everyone’s tables and kitchen. We decided to put commitment into selling it publicly,

to help those students, and even employees who are trying to save money.
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Business Logo

Figure 1. Business Logo

Our logo is composed of pictures that are highly essential to our product. The

flame represents the hotness flavor of our product. But, it’s not all about that. The

flame symbolizes our burning passion towards our business. Next is a punching

image of the main ingredients such as, the garlic and the chili. The certain goal of

our business that we are aiming every day is to provide and produce products that

are highly affordable and could give satisfaction to our consumers. The fact about

why they are showing their fist is because, we want to give value to each of our
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customer’s money. We want that once they purchase from our business, our simple

ingredients could really fight with their hunger away.

Strategic Business Units

Figure 2. Strategic Business Unit

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Mission

To provide our customers with the highest quality chili garlic oil, made with fresh, all-

natural ingredients. we are committed to producing a delicious and authentic product

that will enhance the flavor of any dish.

Vision

To be the leading producer of chili garlic oil in the world. We want to make our

product available to everyone, so that they can enjoy the unique flavor and benefits

of chili garlic oil.

Swot Analysis

Goals

 Increase brand awareness and reach new customers.

 Expand distribution channels to include more online and offline retailers.

 Develop new chili garlic oil products, such as different flavors or heat levels.
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 Improve operational efficiency to reduce costs and increase profitability.

 Establish a strong social media presence and engage with customers on a

regular basis.

 Give back to the community

Objective

 Establish a monthly practice to thoroughly organize the cash flows.

 Increase engagement across all social media platforms with a multi-platform ad

campaign.

 Invest in high-quality equipments that could improve the productivity and could

provide more products to consumers.

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PART II

MARKET ANALYSIS / ENVIRONMENTAL AUDIT

Market analysis is a detailed assessment of your business’s target market and

the competitive landscape within a specific industry. This analysis lets you project the

success you can expect when you introduce your brand and its products to consumers

within the market. Market analysis includes quantitative data such as the actual size

of the market you want to serve, prices consumers are willing to pay, revenue

projections, and qualitative data such as consumers’ values, desires, and buying

motives. By taking into consideration certain political, economic, socio-cultural,

technological, ecological, and legal forces, it will be essential in knowing how to

operate the business.

Environmental Audit

Political Forces

We must comply with all applicable government regulations such as food safety
regulations, environmental regulations, and labor regulations. Changes in
government regulations could impact the business's operations and costs.

Technological Forces

New food processing technologies could help the business to improve the
quality, shelf life, and efficiency of its chili garlic oil production. New packaging
technologies could help the business to develop more sustainable and attractive
packaging for its chili garlic oil products. Online sales platforms could provide
the business with new channels to reach and sell its chili garlic oil products to
consumers.
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Ecological Forces

To be a successful business, we should always prioritize our environment on

where we could give a more effective progress to the society. This business will
use jars that could be reused and recycled by the consumers.

Legal Forces

We have to comply with all applicable food safety regulations to ensure the
safety of its chili garlic oil products. We must comply with all applicable labor
regulations, such as minimum wage laws and child labor laws.

Economic Forces

Economic growth can lead to increased demand for chili garlic oil and other food
products. However, economic recession can lead to decreased demand and
make it more difficult for the business to operate profitably. Inflation can
increase the cost of the business's inputs, such as chili peppers, garlic, and oil.
This could lead to higher prices for chili garlic oil and lower profits for the
business.

Sociocultural Forces

Consumers are increasingly becoming more health-conscious and are looking

for healthier food options. This could lead to increased demand for chili garlic
oil, which is perceived as a healthier alternative to other condiments, such as
mayonnaise and ketchup. The popularity of ethnic cuisines is increasing, which
could lead to increased demand for chili garlic oil, which is a common ingredient
in many Asian cuisines.
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Part III

COMPETITIVE ANALYSIS

A competitive analysis is a process of identifying, assessing, and tracking your

competitors in order to develop a competitive advantage. It is an essential part of
any marketing plan, as it allows you to understand your strengths and weaknesses
relative to your competitors, and to develop strategies to differentiate yourself and
attract customers.

Competition Direct / Indirect

Table 1. Direct Competitors

Direct Competitors

Name / Brand Price Range Quality

Dodong's Chili Garlic

Oil
₱150 High - Moderate
- Located at 147 P. Rizal
Ave. Ext, Cebu City

J&J’s Chili Garlic Oil

- Located at Salinas
Drive Ext, 6000 Cebu
City, Philippines, sell ₱160 High - Moderate
the sauce which is
infused with garlic, chili
peppers and their
secret recipe
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Minmin & Jassy Chili

Garlic Oil

- Located at Mabini St,

₱120 Low - Moderate
Mandaue City, 6014
Cebu

The aforementioned brands or names are considered as Direct Competitors as

they offer the same product as Relish Chili Garlic Oil.

Table 2. Indirect Competitors