Marketing Plan ni mm para sa cookie mo

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Executive Summary

By providing an extensive selection of cookies, Crave Crums hopes to become the preferred
snack option for students at Alaminos City National High School. The marketing plan for the
brand is centered on using the persuasive potential of word-of-mouth advertising to create a
sense of brand awareness and encourage a strong sense of community among the student
body. The aim is to carefully utilize the social dynamics of peer influence and suggestion to
help students include Crave Crums into their daily routines and make them a necessary part
of their lives. Crave Crums aims to generate excitement and steadfast support by means of
well-designed consumer experiences and incentive-based referral initiatives, resulting in
unparalleled success for the brand.

The ultimate goal is to make everyone find Crave Crums appealing. The goal is to become
more than just a snack and a source of delight for the students. My objective is for Crave
Crums to become an essential part of children' school days by making sure they love the
cookies and engaging them with the marketing strategies used. As I have envisioned, I am
certain that Crave Crums will become a special spot in the hearts of Alaminos City National
High School students through word-of-mouth promotion and active community involvement.

Current Marketing Situation

Crave Crums is a new snack brand focused on freshly baked cookies. Its mission is to
become the first choice for students at Alaminos City National High School. The cookies are
meticulously crafted using high-quality ingredients to provide a delicious flavor and texture in
every bite. Crave Crums offers a diverse assortment of tastes, including classic favorites, to
suit any appetite. Our goal is to provide students with a tasty and convenient snack option
that not only fills their stomachs but also improves their days. We are committed to providing
exceptional taste and quality, making Crave Crums the perfect snack for times of indulgence
and delight.

For the product and market distribution, Crave Crums will provide direct delivery services for
its freshly made cookies, giving optimal convenience for students at Alaminos City National
High School:

Direct Deliveries: Crave Crums delivers cookies directly to students' classrooms or selected
spots on school grounds. Students can place orders through Crave Crums' Facebook and
Instagram pages.

Scheduled Deliveries: Crave Crums provides scheduled delivery slots throughout the
school day, allowing students to select a convenient time for cookie delivery. This allows
students to enjoy freshly baked cookies at their leisure, whether during breaks or after
lessons.

School Events: Crave Crums will also look to distribute during Alaminos City National High
School's unique occasions and events, which include sports competitions, club meetings,
and school celebrations. Pre-ordering cookies for these activities can help students have a
better overall experience.
Promotional Campaigns: Crave Crums will promote their direct delivery services and
special discounts through social media and school announcements. This will help increase
awareness and encourage pupils to order their favorite cookies.

It was evident that Crave Crums has garnered a highly positive perception among
consumers. The majority of students expressed strong acceptance and enthusiasm for the
brand and its products. Feedback from the survey highlighted students' appreciation for the
delicious taste, quality ingredients, and variety of flavors offered by Crave Crums' freshly
baked cookies. Overall, the survey findings underscored the growing popularity and
favorable reception of Crave Crums among students, affirming its position as a preferred
choice for satisfying cravings and indulging in moments of delight at Alaminos City National
High School.

Crave Crums have plenty of competition in Alaminos City National High School, with
commercial snacks, local bakeries, and competing snack brands vying for the top spot.
Packaged snacks, which are readily available at school canteens provide familiarity and
convenience. Nearby bakeries and cafeterias attract students with freshly made cookies and
pastries. Furthermore, various snack brands and student-run businesses compete for
attention with distinctive flavors and promotions. Despite the competition, Crave Crums
distinguishes out for its freshly made cookies and convenient direct delivery service,
emphasizing quality, taste, and convenience. Crave Crums hopes to become the favorite
snack choice for Alaminos City National High School students by using these attributes.

Environmental Analysis

Competition for Crave Crums at Alaminos City National High School primarily comes from
existing snack options that are popular among students. Here are some seen competitors:

● Packaged Snacks: This category includes popular brands of chips, crackers, and
cookies found in school canteens and vendors around the campus. Students may
prefer these familiar options due to ease and brand recognition.
● Local bakeries and cafeterias: Currently, a wide array of cafeterias surrounds
Alaminos City National High School, which may compete with Crave Crums for
freshly baked items, such as cookies and pastries.
● Competing brands: Other snack companies or student-run enterprises may provide
identical items and compete for students' attention through unique tastes,
promotions, or packaging.

The primary market for Crave Crums comprises the diverse student body of Alaminos City
National High School, who seek convenient and satisfying snacks during their busy school
days. However, faculty members and administrative staff also represent an important
segment of the market, requiring on-the-go snacks to support their productivity and
well-being. While students remain the main focus, Crave Crums acknowledges the broader
market potential within the school community, aiming to cater to the needs of both students
and staff. Through targeted marketing efforts, Crave Crums endeavors to establish itself as
the preferred snack provider for the entire Alaminos City National High School community.
Crave Crums' advantage lies in its focus on freshly baked cookies, offering students a
delicious and convenient snack alternative. Unlike some competitors that may offer a variety
of menu items, Crave Crums specializes in cookies, allowing it to prioritize quality and flavor.
Additionally, Crave Crums' direct delivery service ensures that students can enjoy freshly
baked cookies right in their classrooms or designated locations, providing unparalleled
convenience and accessibility. This emphasis on freshly baked cookies, combined with
convenient delivery, sets Crave Crums apart from its competitors and appeals to the
preferences of students at Alaminos City National High School.

Marketing Objectives

Crave Crums' marketing objectives are tailored to harness the power of word-of-mouth
marketing, emphasizing the importance of customer engagement and referral promotion.

● Increase Brand Awareness: Leverage word-of-mouth marketing to enhance brand

visibility and recognition among students, faculty, and staff at Alaminos City National
High School. Encourage satisfied customers to share their positive experiences with
peers, thereby expanding the reach of Crave Crums within the school community.
● Drive Customer Engagement: Foster meaningful interactions and connections with
customers through personalized experiences and exceptional service. Encourage
active participation and feedback from customers to cultivate a sense of loyalty and
community around the Crave Crums brand.
● Stimulate Referral Marketing: Incentivize existing customers to refer friends,
classmates, and colleagues to Crave Crums through referral programs and rewards.
Encourage satisfied customers to spread the word about Crave Crums' delicious
cookies and convenient delivery service, amplifying the impact of word-of-mouth
marketing.

Marketing Strategy

Crave Crums' marketing strategy revolves around integrating its freshly baked cookies
seamlessly into the school environment through a comprehensive approach to the marketing
mix.

Product: At the core of Crave Crums' marketing mix are its freshly baked cookies, designed
to satisfy the cravings of students, faculty, and staff at Alaminos City National High School.
With flavors like chocolate, strawberry, and matcha, Crave Crums offers something for
everyone. Made with quality ingredients and bursting with flavor, these cookies are the
perfect snack for any occasion on campus, standing out as the top choice among
competitors.

Price: Crave Crums implements a cost-plus pricing strategy to determine the prices of its
freshly baked cookies. This approach involves calculating the total production costs,
including ingredients, labor, and overhead expenses, and then adding a predetermined
markup to ensure profitability. With a cost-focused mindset, Crave Crums sets prices that
cover production expenses while still providing reasonable value to customers. The pricing
range for Crave Crums' cookies typically falls between 10-15 pesos per cookie, reflecting the
cost of production plus a margin that allows for sustainable business growth.
Place: Crave Crums strategically distributes its products through direct delivery services,
leveraging the convenience of online ordering and scheduled deliveries to reach customers
wherever they are on campus.

Promotion: Crave Crums heavily relies on word-of-mouth marketing to promote its brand
and products within the school community. Through customer testimonials and incentivized
referral programs.

Incentivized referral programs entail rewarding customers who refer new customers to Crave
Crums. When existing customers recommend Crave Crums to their friends, classmates, or
teachers and they make a purchase, both the referrer and the new customer receive a
reward. This could be in the form of discounts on future purchases, free cookies, or other
incentives. By offering rewards for referrals, Crave Crums not only encourages existing
customers to spread the word about the brand but also attracts new customers, creating a
cycle of positive word-of-mouth marketing that drives growth and fosters customer loyalty.

Crave Crums encourages satisfied customers to share their positive experiences with peers,
amplifying the reach and impact of its marketing efforts.

By aligning its product, price, place, and promotion strategies with the preferences and
behaviors of its target market, Crave Crums creates a cohesive and effective marketing
strategy that drives brand awareness, customer engagement, and sales growth within the
Alaminos City National High School community.

Action Program

Word-of-Mouth Campaign Launch:

• Develop a compelling narrative highlighting Crave Crums' unique selling points,

such as freshly baked cookies and classic flavors, to serve as the cornerstone of
the word-of-mouth campaign.

• Engage existing customers through personalized messages, encouraging them to

share their experiences with friends and classmates.

• Create shareable content, including user-generated testimonials and

mouth-watering images of Crave Crums' cookies, to facilitate organic sharing on
social media platforms.

Referral Incentive Program Implementation:

● Launch a referral program where existing customers receive rewards, such as

discounts or free cookies, for successfully referring new customers to Crave Crums.
● Provide each customer with a unique referral code or link to track referrals and
ensure proper attribution of rewards.
● Promote the referral program through various channels, primarily in social media, to
maximize participation and engagement.
Projected Profit & Loss Statement and Budgets

Controls

Technical Elements