CHAPTER II

MARKETING PLAN

a. Product Description

PattyTastic Enterprise would propose a burger product, but with a twist: we put a
patty inside the tasty bread, added some vegetables, and rolled it with a brand
name.
"Burger in a Roll" The burger in a roll is 4 by 1.5 inches. The burger in a roll is a
healthy food product because it contains vegetables such as lettuce and cucumber.
The burger would be offered only in one size.

Figure 1

b. Branding

Branding is the creation and development of the company's brand: the logo,
images, slogan, ideas, and other information connected to your company or product
branding are what make your company recognizable and unique.

PattyTastic's product would be launched in the market under the brand name
"Burger in a Roll." The proponent came up with that brand name because we roll the
patty inside the tasty bread; that's why we call it a "Burger in a Roll." From the name
itself, customers will easily recognize the product, even if they haven't seen it yet.
Additionally, we have the tagline, "Burger in a Roll: Gugulong ka sa sarap." Our
tagline will surely catch the attention of the students at Palahanan Integrated
National High School.

Lastly, as you can see in our logo, we put the company and brand name for them
to easily recognize our product. We also add the ingredients we used, such as
bread, patties, lettuce, and cucumber, so that customers will be aware of the product
we create.

Figure 2 Figure 2.1

c. Packaging

The purpose of packaging the product is to ensure its cleanliness. It is also an

essential marketing tool that supports the branding, emphasizes the product's best
features, and creates an unforgettable experience for the customer. It is a gateway
that can elevate your product and company to the next level. Moreover, it will
contribute to the attraction of the product.

The packaging for Burger in a Roll is a bento box. But to assure the cleanliness
and authenticity of the product, it is placed first in a wax wrapper. The bento box
comes in a cream color that gives an eye-pleasing appearance. All the packaging
that could be used is recyclable and reusable. In that way, the company can promote
good corporate social responsibility by responding to the law mandated by the local
government, wherein the use of any kind of plastic is prohibited in the municipality.
The logo of the brand name is attached to the front of the bento box, while the logo
of the company is placed inside.

Figure 3 Figure 3.1 Figure 3.2

d. Pricing

Cost-based Pricing

PattyTastic Enterprise will use cost-based pricing, where the cost of sales
serves as the foundation for the markup. The item costs PHP 15.00 to purchase.
The standard markup rate utilized in the commercial sector nowadays is 30%.
 Table 1
Price Scheme

Manufacturing Cost Price(Php) per unit

Direct Material Cost/ Unit 8.8
Labor Cost/ Unit 2.00
Factory Overhead/Unit 7.4
Total Cost/Unit 18.2
Mark-Up (30%) 5.46
Selling Price-Consumers (VAT Exc) 23.66

e.Direct Competitor’s Price

Competitive pricing is knowing the price of your direct competitors' products or

services and using that knowledge to gain an advantage over them. In terms of the
competition, it is also the process of deciding on a strategic price point to best
capitalize on a product-based market.

Table 2
Direct Competitor’s Price
Retailer Burger
BigMak 37.00
Ronjay’s Burger 34.00
Angel’s Burger 30.00
Snack Shack 25.00
g. Channel Distribution

A direct distribution channel is organized and managed by a company that sells

directly to consumers. In such a case, the company retains all aspects of selling and
is solely responsible for ensuring that customers receive their purchases
successfully.

PattyTastic Enterprise would utilize the direct-to-consumer channel of distribution

wherein the producers will directly sell the product to consumers. The company do
not offer wholesaling and retailing in our food business.
 Figure 4

f. Promotion

Promotions refer to the entire set of activities that communicate the product,
brand, or service to the user.

A promotional mix is a combination of marketing methods, including advertising,

sales, public relations, and direct marketing, to achieve a specific marketing goal.

Figure 5 Figure 5.1 Figure 5.2 Flyers

Tarpapel Facebook Page

Table 3
Promotional Mix Strategies
What When Where How Budget
Flyers 2 days before Palahanan To be given and Php 100.00
the bazaar Integrated distributed to the 20 units
National customers all over 5.00/unit
Highschool Palahanan Integrated
National High School.
The flyers include all
information about the
business.
Tarpapel 1 day before Palahanan It shall be placed in an Php 90.00
the bazaar Integrated area where many 3 units
National people are passing by 30.00/unit
Highschool for them to become
fully aware of our
business.
Facebook 6 weeks before Palahanan Created by the owners
Page the bazaar Integrated to promote and make None
National their business
Highschool recognized online.

Prepared By :

Hornilla, God Fredie Amparo, Shiela Mae

Decena, Rocheal C. Hernandez, Roselyn

Parducho, Jhapnee Remo, Tiffany