Vdocuments - MX - MKTG Plann Final Page

8/2/2019 Mktg Plann Final Page
I. Introduction and General Description of the Business
The company was basically formed to obtain one specific goal that is to
reduce ravages and generate dynamic and functional goods/products by means
of these waste materials. In other words recycling, that is where we got our
companys name, Recycle Bin Company The name was given by the great
grandmother of Keesha Fernandez Pia (Chairman/President of Recycle Bin),
Maria Leonora Theresa Alonzo Y Realonda (founder of the company). The lady
was a pure blooded Espanola. A few years after she establishes Recycle Bin, she
had a stroke and died at the age of 63, her spouse continued her legacy from
generation to generation. Few years back, it never really got the chance to boom
in the market, so Keesha Pia rummaged around for investors who can help
expand and develop their family business. Now, Recycle Bin has five owners,
named Arve Salada (Vice President for Internal and External Operations), Ian
Bornes (OIC for Financial Department), Janine Alambatang (OIC for Marketing
Department), and lastly Marianne Brilliantes (OIC for Production Department).

Recycle Bin is currently diversifying their product and taking every chances and
risk to be successful in their industry.
Mission:
We aim to raise the awareness of the recycling benefits for both

the environment and the challenges our environment is facing together
with the value added to the industries products through using the recycled
materials.
Vision:
It is our goal to make recycling so convenient and easy that

nothing with recycling value gets thrown into the landfill.
http://slidepdf.com/reader/full/mktg-plann-ﬁnal-page 1/28
II. Marketing Objectives
1. Growth in company revenues and earnings. Such as, 15 percent

growth in revenues and earnings within the next 12 months.
(Financial)
2. To lower cost in respect to competitor pricing to attract a new class

of buyers and to introduce a new product line to appeal to a
broader demographic. (Sales & Marketing)
3. Reduce the number and frequency of customer returns and

complaints and improve response time of client inquiries.
(Customer Service)
III. SWOT Analysis
Strengths Weaknesses
y Recycle Bin products are y Recycle Bin products that are
unique and attractive. made out from used denim jeans
y Made from relatively good are not waterproof.
quality pre-loved denims. y The smell of the recycled raw
y Less cost of production materials is to be considered.
y Affordable
Opportunities Threats
y The Recycle Bin products can be y The customer wouldnt buy our
used in different occasions products because the image of our
y The manufacturer produces the products are of being recycled.
pre-loved denims in good quality. y Designs may not be able to appeal
y If the consumers will like our bags, to the market overtime.
Recycle Bin will continue to y Competitors may launch a similar
operate in the coming years. product and sell it on a lower
price.
y Raw materials are not always
available.
Fig 1.1 Swot Analysis Tabular Form
Minimize Weaknesses:
- Provide scents to eliminate the smell of the recycled raw materials.
Eliminate Threats:
- Will launch new designs every month.
- To set standard of the recycled product that would result to attract

buyers.
IV: State of the Market
A. Target Market
The target market of The Recycle Bin Company are people from Cagayan
de Oro City who are willing to buy recycled things.
The geographical location of the market will be initially be Cagayan de Oro

City which have over 553,966 people including living mainly in an urban setting.
The demographic of the market is approximately 70% female and 30%

male, primarily between the ages of 10 and 60, (teenagers, studying age, young
adults, employees and aged people and has an income of over Php 80,000 -
100,000 per year.)
The psychographic qualities of the market are middle or upper class
citizens who hold quality in higher esteem than price and anchored in popular
culture, inclined for differentiation and sophistication, very open minded and
quick maturation with our products. Their lifestyle is most of them are dependent
on parents, highly influenced by peer groups or other people, active in life, give
importance in school, work, social life and especially environment.
B. Market Potential
Market Share
The Recycle Bin

20%
Etniko Filipino
35%
SouthPhils
Handicrafts
45%
Fig 1.2 show the market shares
Total Demand & Supple 50,000
Southphils. 22500
Ethniko 17500 40000
G AP (Market Potential) 10000
C. Market Area
Our market area is within the premises of Cagayan de Oro City

specifically, in the Divisoria area. (See Appendices for the map location)
V: Marketing Strategy
A. Product Strategy
 Description of the product
Characteristics 1 2 3 4 5
Size 3
Color 3
Durability 3
Shape 3
Design/ Style 3
*Note: 1 is the lowest and 5 is the highest
 Comparison of the product
Characteristics
Competitors Size Color Durability Shape Design/

Style
South Phils Handicrafts 3 3 3 3 3
Etniko Filipino 3 3 3 3 3
Note: 1 is the lowest and 5 is the highest
 Product line
Recycle Bin has designed a product line that will create

positive impression in the market today. That our product line are
made out from recycled materials such as used denim jeans and
tarpaulins. These materials are converted into coin purse, bags,
wallet and any possible product to make. This plays a positive role
in our environment for it contributes to the minimization of
garbage/ wastes and promoting the use of recycled products. As
the designs are unique and eye-catching to draw the curiosity of
the use of recycled products. The unique product qualities include
our focus on both environmental conservation and maximizing the
use of recycled products.
 Positioning
The product of Recycle Bin will be positioned as product that is

environment friendly. This method of positioning would involve to
promote recycling materials and to use the recycled materials as
well.
 Packaging
Our Logo:
Our logo is originated from the symbol of 3Rs (Reduce, Reuse, Recycle).
Our explanation is that we should embrace recycling in our environment
as well as our environment will also benefit from it.
Recycle Bin products are sold in recycled packaging (made out from
used tarpaulins) in order to reflect the companys ethical stance on
reducing garbage or wastes.
B. Place/Distribution Strategy
Our store is located at the center of Cagayan de Oro City, the Divisoria for
the direct selling of our products. Since our store is located at the center of the
City the transportation and distributions of our products by land will be easily
contractible in any place of the City.

The Recycle Bin is to be distributed through these channels: online and
direct selling.
Online Selling
Customers can order online through our Facebook fan page and
Tumblr account. They can choose from the featured products and they
can place their orders via E-mail. For orders in the vicinity of the city
(Cagayan de Oro), we deliver for free. For orders outside the citys
premises, shipping fee will be charged to the customer to be paid through
our bank account.
Direct Selling
Customers can visit our store located at Divisoria at the same we

sell it directly through to our friends, family and relatives.
Customer Service
y The company sees a direct link between customer satisfaction and

customer loyalty.
y The company believes that employee satisfaction leads to customer

satisfaction.
y Employee are trained to connect with customer and focus on  customer

intimacy 
o Greet customer with a smile
o Enthusiastically welcome customer into the store.
o Establish eye contact
o Try to remember customers name and orders if they are

frequent customer.
C. Promotional Strategy
Personal Selling
Our Products will be display at our outlet at Divisoria. That
costumer would be enticed to visit our outlet. At the same time, Recycle
Bin employees will have a chance of sales talk personal communication
among the customers. Sales message is customized to meet the needs
of the customer and to respond directly to customer questions and

concerns.
Non Personal Selling
The promotional outputs will convey the clear message that Recycled
Jeans and Tarpaulins can be made out of bags, wallets and coin purse for
people who simply enjoy the fashion.
Sales Promotion
The devices used in sales promotion include coupons, samples of product

and displays.
**Example Coupon
Public Relations
The established sites are made for the public. It is an online publication
and information that recycled jeans and tarpaulins can be made out of bags,
wallets and coin purse for the people who simply enjoy the use of recycled
products.
OUTPUT Examples
Internet Promotional Website:
Facebook fan page:
www.facebook.com/TheRecycleBin
Tumblr:
www.TheRecycleBin.tumblr.com
10
Product Placement
The Recycle Bin is a recycling company who converts recycled materials
into a new form of product. To its tagline of The Recycle Bin: Were Natures
Bestfrind
Publicity
The exposure to environmental conferences/seminars and news to make
the general public aware about the recycled jeans and tarpaulins that can be
made out of wallets, bags and coin purse. Then tarpaulins can be made out as a
packaging for our finished product.
Guerilla Marketing
Month Activities Objectives Budget In-Charge
June 17 Product To introduce Php200 Janine

Launching the product to Alambatang
the target
market
Online Store To promote Php10 Marianne

launching the product to Brillantes
online
community
Aug 17 Promotion of
To reintroduce Php50 Ian Bornes
New Inventory the products
of the Products
Oct 17 Launching of To attract new Php200 Arve Salada

New Designs customers
10
11
Dec 17 Inventory Sale To reduce Php20 Keesha Pia

inventory to
zero
To feel the
spirit of
Christmas
Jan 18 Direct Selling To continue Ian Bornes

the selling
activity
11
12
D. Pricing Strategy
**Pricing schedule for the bags
MATERIALS
Direct Materials Unit Cost
Thread P 20.00
Buttons 8.00
Zipper 15.00
Designs 20.00
Total Cost P 63.00
Indirect Materials
Scissors P 30.00
Marker 5.00
Ruler 12.00
Needle(s) 15.00
Total Cost P 62.00
Total Cost of materials P 125.00
Labor
Sewer P 50.00
Total labor cost P 50.00
Overhead
Electricity P 20.00
Total overhead cost P 20.00
Total production cost per unit P 195.00
Mark up profit margin 23%
Actual Price P 240.00
12
13
***Pricing schedule for the coin purse
MATERIALS
Direct materials
Threads P 3.00
Buttons 2.00
Zipper 8.00
Total direct materials cost P 13.00
Total materials cost

Labor
Sewer P 10.00
Total labor cost P 10.00
Overhead
Electricity P 5.00
Total overhead cost P 5.00
Total production cost per unit P 28.00

Mark up profit margin 25%
Actual Price P 35.00
VI: Post-purchase Services
To have post purchase services, The Recycle Bin will have promos,
discounts, or if possible buy two bags take one coin purse for free.
13
14
VII: Sales Forecast
Table I. Sales Forecast of bags
April 2012 May 2012 June 2012

Units finished 80 90 100
Percentage of 80% 90% 93%
units sold
Units sold 64 81 93
Price P 240 P 240 P 240
Sales P 15,360.00 P19,440.00 P22,320.00
Table II: Sales forecast of coin purse
April 2012 May 2012 June 2012

Units Finished 100 150 200
Percentage of 80% 90% 93%
units sold
Units Sold 80 135 186
Price P 35 P 35 P 35
Sales P 2,800.00 P4,725.00 P6,510.00
VIII: Marketing Budget
First Month Second Month Third Month Total

Fliers P 100 P 70 P 50 P 220
Posters 200 150 125 475
Online 200 200 200 600
Programs
Development 1500 1500 1500 4500
and
Maintenance
Total P 2000 P 1920 P 1875 P 5795
14
15
IX: Social and Environmental Responsibility
In most of the world, we do one of two things with our ordinary garbage:
burn it or bury it. Neither one is good for us or for the environment. Burning
garbage in incinerators releases dangerous gases and dust which contribute to
global warming and pollute lakes, forests, oceans and cities half a world away
from where they originated. There are wide ranges of materials out there that
cannot be used anymore and instead left us with the burn-or-bury option As a
result; alternatives to the burn-or-bury option are increasingly attractive. And as
a concerned citizen, we came up to promote recycling used materials and
convert them into a whole new recycled product as well. These products are
from used jeans and tarpaulins which are converted into bags, wallets and coin
purses with designs. The Recycle Bin Company addresses the following solutions:
y We shall design, produce and sell products that reduce the impact of
garbage issues on our environment.
y We shall only purchase and use materials and products which will help
reduce the impact of garbage issues on environment.
y We shall disclose information related to recycling programs and recycled

goods.
y We shall voluntarily cooperate with customers to recycle or otherwise

appropriately dispose of our products.
15
16
X: Action Plan
A. Gantt Chart
Three Months projection (June to August 2012)

Actvities
June July August
Gathering of Raw
Recycled Materials
(used denim jeans and
tarpaulin)
Product Launching
Opening Online Store

Launching of new
designs
Manufacturing of the
product
Advertising
Direct Marketing
16
17
XI. APPENDICES
 Curriculum Vitae
 Sample Survey Form

 Survey Results
 Internet Site Screen Shots
 Tagline
 Map Location
 Poster
17
18
CURRICULUM VITAE
Your Contact Information

Name: Janine Kaye M. Alambatang
Address: Flores Subd., Sumpong, Malaybalay City, Bukidnon
Telephone: (088)0813-2933
Cell Phone: 09168268712/ 09154601993
Email: kaj9_115@yahoo.com
Personal Information
Date of Birth: January 15, 1993
Place of Birth: Malaybalay City, Bukidnon
Citizenship: Filipino
Status: Single
Gender: Female
Education: (Include dates, majors, and details of degrees, training and

certification)
Elementary School: Bukidnon State University (2000-2006)
High School: Bukidnon National High School (2006-2010)
College School: Xavier UniversityAteneo de Cagayan (2010-2014)
18
19
CURRICULUM VITAE

Name: Arve C. Salada
Address: Purok
Gusa,
1, Cagayan de Oro City
Telephone: N/A
Cell Phone: +639263660926
Email: acs_89@yahoo.com
Date of Birth: December 17, 1993
Place of Birth: Northern Mindanao Regional Hospital, CDO
Status: Single
Gender: Female
Education: (Include dates, majors, and details of degrees, training and

certification)
Elementary School: Corpus Christi School (2000-2006)
High School: Capitol University (2006-2010)
College School: Xavier University  Ateneo de Cagayan (2010-2014)
19
20
CURRICULUM VITAE

Name: Keesha F. Pia
Address: 10-20 Nazareth Subd., Cagayan De Oro City
Telephone: N/A
Cell Phone: 09177140401
Email: keexa.pia_06@yahoo.com
Date of Birth: October 1, 1992
Place of Birth: Zamboanga City
Citizenship: Spanish
Status: Single
Gender: Female
Education (Include dates, majors, and details of degrees, training and

certification)
Elementary School: St. Joseph School (1999-2005)
High School: Western Mindanao State Unversity (2005-2009)
College School: Xaver University  Ateneo de Cagayan (2010-2014)
20
21
CURRICULUM VITAE

Name: Ian B. Bornes
Address: Macanhan, Carmen, Cagayan de Oro City
Telephone: N/A
Cell Phone: 09058988973
Email: bornz_ian@yahoo.com
Date of Birth: August 17, 1993
Place of Birth: Agusan del Sur
Status: Single
Gender: Male

certification)
Elementary School: Anislagan Elementary School (2000-2006)
High School: Anislagan National High School (2006-2010)
College School: Xavier University  Ateneo deCagayan (2010-2014)
21
22
CURRICULUM VITAE

Name: Marianne Rhoie Escalante Brillantes
Address: Ilaya St., Zone 9 Cugman, Cagayan de Oro City
Telephone: (088) 8551899
Cell Phone: 09167891234/09434472254
Email: maiah_2006@yahoo.com
Date of Birth: December 28, 1993
Place of Birth: Madonna and Child Hospital
Status: Single
Gender: Female

certification)
Elementary School: East City Central School (2000-2006)
High School: Capitol University Basic Education Department (2006-2010)
College School: Xavier University
22
23
Sample survey questionnaire
We are students from Xavier University and we are conducting a

questionnaire to find out about recycling in our homes as part of our
work on the Marketing plan. If you could take a few minutes to complete the
questionnaire we would be very grateful. Thank youfor your time.
Name: (Optional) _______________________

Age: ____ Sex: Male Female
Occupation: Student
Employee
1. Do you currently reuse and/or recycle any of the following things? (Answer
yes, no, or I do not use that)
___ Useless Jeans

___ Tarpaulin
2. When you grow out of clothes do you:

___Throw them out and buy something new
___ Pass them on to a sibling of friend
___ Donate them to a charity
3. What things prevent you from recycling more with the services that exist
already:
___ Not enough time
___ Not enough space to store 2 weeks worth of black box recycling
material
___ Too complicated
___ Not enough information
___ Not sure when to put the box or bin out
___Lack of interest in recycling
___ Other (free form answer)_____________
4. Your perception is that, in terms of conserving the environment recycling
is(Please encircle you answer)

a. extremely important
b. somewhat important
c. a waste of time
5. You feel like there are things that you want to recycle but arent sure how.
(Please encircle your answer.)
a. strongly agree
b. agree
c. neutral
d. disagree
e. strongly disagree
23
24
6. Which do you prefer of this two used/ useless things to be recycle? (Please
put a ( ) check mark of your answer)
__Jeans
__Tarpaulin
7. Are you willing to buy or use recycled products?

__Yes __ No
8. Are you in favor of used Jeans converted into bags, wallet or coin purse with
designs?
9. Are you in favor of used Tarpaulin converted into a wallet or coin purse with
designs?
__ Yes __ No
10. Is there anything that you feel needs to be improved upon to aid the way we
recycle?
____________________________________________________________
__________
11. To what extent do you think this is a good or bad idea? Do you
think it is ? (Please check your answer)
__ A very good idea
__ A fairly good idea
__ Indifferent
__ A fairly bad idea
__ A very bad
__ Dont know
24
25
Survey Results:
 Survey results shows that, mostly of them preferably reuse/recycle used

denim jeans rather than tarpaulin.
 Things that prevent them from recycling materials is that there is not
enough time for such an activity.
 Survey results shows that mostly their perception of recycling is extremely
important in conserving our environment.
 They strongly agree with the fact that they have things needed to be
recycled but arent sure how it will be done.
 Survey results shows that they are willing to buy recycled products.
 They are in favor of converting used denim jeans and tarpaulins into
functional products such as wallets, coin purse, and bags.
 They said that is it a fairly good idea of recycling the used denim jeans and
tarpaulins and converting it to coin purse, wallets and bags.
25
26
Facebook Fan Page
Tumblr Page
Tagline
26
27
Tagline
Map Location
27
28
Poster
28

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8/2/2019 Mktg Plann Final Page

I. Introduction and General Description of the Business

Department), and lastly Marianne Brilliantes (OIC for Production Department).

We aim to raise the awareness of the recycling benefits for both

It is our goal to make recycling so convenient and easy that

II. Marketing Objectives

1. Growth in company revenues and earnings. Such as, 15 percent

2. To lower cost in respect to competitor pricing to attract a new class

3. Reduce the number and frequency of customer returns and

III. SWOT Analysis

- Provide scents to eliminate the smell of the recycled raw materials.

- Will launch new designs every month.

- To set standard of the recycled product that would result to attract

IV: State of the Market

The geographical location of the market will be initially be Cagayan de Oro

The demographic of the market is approximately 70% female and 30%

The psychographic qualities of the market are middle or upper class

The Recycle Bin

Fig 1.2 show the market shares

Total Demand & Supple 50,000

Ethniko 17500 40000

G AP (Market Potential) 10000

Our market area is within the premises of Cagayan de Oro City

 Description of the product

 Comparison of the product

Competitors Size Color Durability Shape Design/

Note: 1 is the lowest and 5 is the highest

Recycle Bin has designed a product line that will create

The product of Recycle Bin will be positioned as product that is

contractible in any place of the City.

Customers can visit our store located at Divisoria at the same we

y The company sees a direct link between customer satisfaction and

y The company believes that employee satisfaction leads to customer

y Employee are trained to connect with customer and focus on  customer

o Greet customer with a smile

o Enthusiastically welcome customer into the store.

o Establish eye contact

o Try to remember customers name and orders if they are

of the customer and to respond directly to customer questions and

Non Personal Selling

The devices used in sales promotion include coupons, samples of product

Month Activities Objectives Budget In-Charge

June 17 Product To introduce Php200 Janine

Online Store To promote Php10 Marianne

Oct 17 Launching of To attract new Php200 Arve Salada

Dec 17 Inventory Sale To reduce Php20 Keesha Pia

Jan 18 Direct Selling To continue Ian Bornes

**Pricing schedule for the bags

Total Cost P 63.00

Total Cost P 62.00

Total Cost of materials P 125.00

Total labor cost P 50.00

Total production cost per unit P 195.00

Mark up profit margin 23%

Actual Price P 240.00

***Pricing schedule for the coin purse

Total materials cost

Total production cost per unit P 28.00