Gingoog City United Colleges

Motomull Street, Barangay 24, Gingoog City,

Misamis Oriental, 9014

“Mango Tapioca Delight”

A Marketing Plan

Presented to The faculty of Gingoog City United Colleges

Gingoog City, Misamis Oriental

In partial fulfillment of the subject

Marketing Plan Defense

Orhen, Jonesa Rose D.

Salazar, Michelle V.
Badana, Janine
Sagiahon, Zaira L.
Sino, Trexie T.
Siao, Michaela
Ken Mark Denoso

2nd Year – AGRIBUS – BLOCK – 2F

May 30, 2024
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TABLE OF CONTENTS

Cover Page

I. Executive Summary

II. Marketing Background

I. Overview of the Industry

II. Market Profile

• Geographic

• Demographic

• Psychographic

III. Environmental Analysis

• Opportunities

• Threats

• Key Success Factors

III. Competitive Analysis

a. Competitive Positioning

b. Market Shares/Sales Volume/Sales and Profits Trends

c. Marketing Strategies

• Price

• Place

• Product

• Promotion

d. Strengths and Weaknesses

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IV. Presentation, Analysis, and Interpretation of Data

a. Company Profile

b. Current Position of the Company/Brand in the Market

c. Company/Brand/Product Strength and Weaknesses Analysis

• Company/Brand/Product Strength

• Company/Brand/Product Weaknesses

d. Brand/Product Consumer Cycle

• Identified Market Segments

• Market Need Being Addressed

• Buying Patterns

• Usage Habits

e. Present Marketing Strategy

• Segmentation, Targeting and Positioning

• Marketing Mix

➢ Price

➢ Place

➢ Product

➢ Promotion

• Competitive Strategies employed

V. Identified Market Opportunity

VI. Proposed Target Market

• Demographics

• Psychographics

• Behavioral
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• Geographic

VII. Marketing Objectives

a. Over-all Marketing Objectives

b. Specific Objectives and Targets (3-Years)

• Market Shares

• Sales (Volume and Value)

• Profits

• Distribution

VIII. Over-all Marketing Strategy

IX. Marketing Mix

a. Product

b. Pricing

c. Distribution

d. Promotions

X. 3 Year Financial Forecast

a. Sales Volume/Value Projections

 CHAPTER I

EXECUTIVE SUMMARY

Mango Tapioca Delight is a delectable dessert that combines the tropical

sweetness of ripe mangoes with the creamy texture of tapioca pearls. This

gluten-free treat is cherished in many cultures and is particularly popular in

Asian countries during the summer months when mangoes are in season. The

dessert offers a healthy dose of vitamins from mangoes and can be easily

adapted with various milk alternatives or other tropical fruits, making it a

versatile addition to any menu.

To create Mango Tapioca Delight, ripe mangoes are peeled, diced, and

pureed to produce a smooth and luscious mango sauce. Tapioca pearls are

cooked until they become translucent and tender, adding a satisfying

chewiness to the dessert. The mango sauce is then mixed with Nestle cream

and condensed milk to enhance the sweetness and creaminess, creating a rich

and flavorful base. This mixture is carefully layered over the tapioca pearls in

serving glasses or disposable cups.

The final step involves chilling the dessert to meld the flavors. Before

serving, it's garnished with fresh mango slices, adding elegance. The vibrant

yellow mango sauce and white tapioca pearls make Mango Tapioca Delight

both delicious and visually appealing, ideal for any occasion.

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CHAPTER II

MARKETING BACKGROUND

A. Overview of the Industry

Mango Tapioca Delight is a newest leading business in the Gingoog City,

frequently seen in schools particularly at the Gingoog City United College. The

market size is estimated to be around 3,000 people in total, every product has

a corresponding price is 15 php. Mango Tapioca Delight is a versatile dessert

that can be found in a variety of establishments including restaurants, cafes,

dessert shops and street food vendors. Its popularity is not limited to any

specific location, as people of 7 years old and above, backgrounds enjoy the

refreshing and satisfying taste of this dessert. In recent years, there has been

a noticeable trend towards healthier and more innovative dessert options driven

by consumer preferences for natural ingredients, lower sugar content and

unique flavor combinations. As a result, Mango Tapioca Delight has evolved to

include variations that cater to these preferences, such as using alternative

sweeteners, dairy free milk options and incorporating additional fruits and

toppings.

The dessert industry is a dynamic and diverse sector that caters to the growing

demand for sweet treats and indulgent experiences. Within this industry, the

Mango Tapioca Delight is a segment of the dessert market that has gained

signification popularity in recent years. This delectable treat combines the

sweetness of ripe mangoes with the chewy texture of tapioca pearls, creating
a refreshing and satisfying dessert option for consumers. The industry cater to

a wide range of customers, from health conscious individuals looking for a light

and fruity dessert to those with a sweet tooth seeking a flavorful indulgence.

Mango Tapioca Delight holds a special place as a popular and beloved dessert

that combines the tropical flavors of mangoes with the unique texture of tapioca

pearls.

One key factor driving the growth of the Mango Tapioca Delight industry is the

increasing demand for unique dessert options. Consumers are becoming more

adventurous in their food choices, seeking out new and innovative flavors and

combinations. The Mango Tapioca Delight provides a perfect blend of familiar

and unique tastes, making it a popular choice among dessert enthusiasts. In

addition to its delicious taste, the Mango Tapioca Delight industry is also

benefiting from the growing focus on health and wellness. Mangoes are rich in

vitamins and antioxidants, while tapioca pearls are gluten-free and easy to

digest. This combination of health benefits makes Mango Tapioca Delight a

guilt-free dessert option for health conscious consumers.

The Mango Tapioca Delight industry is characterized by its versatility and

adaptability. Manufacturers and retailers are constantly innovating and

introducing new variations of the dessert, such as adding different toppings,

flavors or textures. This constant innovation keeps the industry dynamic and

ensures that consumers always have something new to try. The Mango

Tapioca Delight industry presents a promising opportunity for growth and

expansion with its delicious taste, health benefits, and versatility. Mango

Tapioca Delight is popular to become a staple in the dessert market, appealing

to a wide range of craves for a sweet and satisfying treat.

The Mango Tapioca Delight industry is witnessing a surge in popularity due to

its aesthetic appeal and Instagram worthy presentation. The vibrant yellow color

of ripe mangoes combined with the translucent tapioca pearls creates a visually

appealing dessert that is perfect for social media sharing. This visual appeal

has contributed to the dessert’s viral success and has helped in spreading

awareness about Mango Tapioca Delight awareness about a broader

audience.

The production and distribution of Mango Tapioca Delight also contribute to the

overall economy, supporting local farmers who grow mangoes. The dessert’s

popularity has led to increased demand for quality ingredients and skilled

culinary professionals who can create and present this dessert in an appealing

and enticing manner. The cultural significance of Mango Tapioca Delight plays

a role in shaping consumer perceptions and preferences.

B. Market Profile

⚫ Geographic: The immediate graphics target are the Students, Faculty

and staff in Gingoog City United College. With the population of around

two thousand and the total target population is estimate in three

thousand.
 ⚫ Demographic: Male and Female ages 7 years old and above. Under 7

years old - this segment is over 7 years old - This market segment has

substantial interest, so they want affordable and tasty dessert.

⚫ Psychographic: Mango Tapioca Delight cater to health conscious

individuals looking for a convenient indulgent dessert. This target

audience values natural ingredients leads busy lifestyles and enjoy a

balance of mangoes, Creamy, and the chewy texture of tapioca in

diverse taste preference.

C. Environmental Analysis

• Opportunities

1. Growing Health Conscious: With an increasing focus on health and

wellness, there is a growing demand for natural and healthy dessert

options like Mango Tapioca Delight. This trend presents an opportunity

to attract health - conscious consumers.

2. Expansion into New Market: The popularity of Asian dessert is on the

rise globally. Expanding into new markets, both domestically and

internationally can help Mango Tapioca Delight tap into a broader

customer base.

3. Collaboration with Restaurant and Cafes: Partnering with restaurants

and cafes to offer Mango Tapioca Delight as a dessert option can

increase brand visibility and attract new customers. 4

⚫ Threats

1. Competition: The dessert industry is highly competitive with a variety of

options available to consumers. Competing with established dessert

 brands and similar products can pose a threat to Mango Tapioca

Delight’s market share.

2. Changing Consumer Preferences: Shifts in consumer preferences

towards different dessert choices or health trends can impact the

demand for mango Tapioca delight.

3. Seasonal Variability: The availability of fresh mangoes, a key

ingredient in Mango Tapioca Delight may be subject to seasonal

fluctuations affecting production costs and product availability.

⚫ Key Success Factors

1. Unique Flavor Profile: The distinctive taste of Mango Tapioca Delight

can be a key success factor, setting it apart from other desserts and

attracting customers looking for something different.

2. Quality Ingredients: Using high quality, fresh ingredients can enhance

the taste and appeal of Mango Tapioca Delight, Contributing to customer

satisfaction and loyalty.

3. Innovative Marketing Strategies: Implementing creative marketing

strategies, such as social media campaigns or collaborations with

influencers can help increase product awareness and attract a larger

customer base.
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CHAPTER III

COMPETITIVE ANALYSIS

A. Competitive Positioning

1. Natural Ingredients: Mango Tapioca Delight prides itself on using high

quality, natural ingredients. The use of real mangoes and tapioca pearls without

artificial additives it also appeals to health conscious consumers who prioritize

clean eating and natural flavors.

2. Unique Flavor: Mango Tapioca Delight Stands out in the market due to its

distinct flavor, while traditional tapioca desserts may offer plain or simple

flavors, the addition of mango provides a refreshing and tropical twist that

appeals to consumers looking for something different and unique.

3. Texture and Mouthfeel: The combination of soft and chewy tapioca pearls

with the juicy sweetness of mango creates a delightful texture experience for

consumers. This unique mouthfeel sets Mango Tapioca Delight apart from

other desserts that may lack this interesting interplay of textures.

4. Visual Appeal: The vibrant yellow color of Mango combined with the

translucent tapioca pearls creates a visually appealing dessert that is

Instagram-worthy. The aesthetic appeal of Mango Tapioca Delight enhances

its desirability among consumer seeking visually pleasing food experiences.

5. Allergy-Friendly: Ideal for individuals with dietary restrictions as they are

gluten free catering to those with gluten intolerance or specific dietary needs.

B. Market Shares/Sales Volume/Sales and Profit Trends

C. Marketing Strategies

❖ Price

1. Low Initial Price: Offering the Mango Tapioca Delight at an affordable price

range of 15 Php per cup is a strategic strategy to attract a broad customer base

and encourage trial purchases.

2. Promotion Pricing: Implement occasional promotional pricing, such as

discounts for bulk purchases or special offers during festive seasons, to boost

sales.

❖ Place:

1. Home Delivery: Increase convenience by offering a home delivery service.

This would allow customers to place orders by phone or online and have their

favorite Mango Tapioca Delight delivered to their doorstep.

2. Physical Location: The Business headquarters at Purok-3 Alegado street,

Barangay 24, Gingoog City. Serve as a central points for direct customer

purchases. To broaden the availability of Mango Tapioca Delight, consider

partnering with local stores or supermarkets.

3. Personal Selling: Implement personal selling by having sales

representatives at local markets or events. They can engage with potential

customers, offer samples and highlight the unique selling points of the product.

❖ Product:

1. Product Description: Mango Tapioca Delight is a luscious dessert featuring

ripe mangoes, tapioca pearls, Nestle cream and a touch of sweetness. It offers

a tropical an satisfying flavor.

2. Health Benefits: Highlight the health-conscious delight, show casting its

gluten free and dairy free qualities, making it suitable for individuals with dietary

restrictions and appealing to the growing vegan market segment.

3. Pricing Strategy: Reflect the premium quality and unique flavor profile of

Mango Tapioca Delight in its pricing, offering value for the superior ingredients

and customization options provided.

❖ Promotion:

1. Social Media Marketing: Utilize platform like Instagram, Facebook and

twitter to build a strong online presence for Mango Tapioca delight. Also Share

visually appealing content, including high quality product photos, recipe videos

and customer testimonials to showcase the unique flavors and quality of the

dessert.
2. Contests and Giveaways: Offer Mango Tapioca Delight gift basket, dessert

vouchers, or exclusive merchandise as prizes to incentivize engagement and

reward loyal customers.

3. Collaborations: Collaborate with influencers to create sponsored content,

reviews or recipe collaborations featuring Mango Tapioca Delight on their social

media channels.

D. Strengths and Weaknesses

❖ Strengths

1. Unique Flavor Profile: Mango Tapioca Delight offers a distinctive and exotic

flavor combination that sets it apart from traditional desserts. The use of fresh

mangoes, tapioca pearls creates a refreshing and indulgent taste experience.

2. Health Conscious Attributes: Being gluten free, dairy free and vegan

friendly, Mango Tapioca Delight appeals to health conscious consumers

seeking guilt free dessert options. The emphasis on natural ingredients and

absence of artificial flavors or preservatives enhance its appeal to a broader

audience.

3. Visual Appeal: The vibrant color and texture of Mango Tapioca Delight with

the bright yellow mango chunks contrasting against the creamy tapioca pearls
make it visually appealing and instragram worthy, attracting customers who

value aesthetically pleasing food presentations.

❖ Weaknesses

1. Seasonal Availability: Relying on fresh mangoes for the key ingredient may

result in seasonal fluctuations in supply impacting the consistent production of

Mango Tapioca Delight throughout the year.

2. Price Sensitivity: The premium quality and unique ingredients used in

Mango Tapioca Delight may result in a higher price point compared to mass

produced dessert, potentially limiting its appeal to price sensitive consumers or

those accustomed to more affordable dessert options.

3. Product Complexity: The intricate preparation process of Mango Tapioca

Delight involving the cooking of tapioca pearls, blending of Mangoes and

assembly of the dessert, may pose challenges in terms of production efficiency,

consistency and scalability.

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CHAPTER IV

COMPANY BACKGROUND

A. Company Profile

MBX, the company behind Mango Tapioca Delight, is a leading business

in Gingoog City, prominently featured in schools such as Gingoog City United

College. Serving a market size estimated at around 3,000 people, each product

is priced at an affordable 15 PHP. Mango Tapioca Delight's versatility allows it

to be sold in various establishments, including restaurants, cafes, dessert

shops, and street food vendors. It is enjoyed by individuals aged 7 and above,

regardless of background, thanks to its refreshing and satisfying taste. Recent

trends toward healthier and innovative dessert options have driven MBX to

adapt by incorporating alternative sweeteners, dairy-free milk options, and

additional fruits and toppings.

B. Current Position of the Company/Brand in the Market

MBX is currently well-positioned in the Gingoog City dessert market, with

a strong presence in local schools and colleges. Mango Tapioca Delight has

become a popular choice among the target demographic of students, faculty,

and staff, contributing to the company's solid market share. The product's

affordability and appeal to health-conscious consumers further strengthen its

market position. The company's commitment to using high-quality ingredients

and innovative variations keeps it competitive in the dynamic dessert industry.

C. Company Profile

1. Company/Brand/Product Strength

Unique Flavor Profile: Mango Tapioca Delight offers an exotic

combination of ripe mangoes and chewy tapioca pearls, setting it apart

from traditional desserts.

⚫ Health Conscious Attributes: The product is gluten-free and can be

made dairy-free, appealing to health-conscious consumers and those

with dietary restrictions.

⚫ Visual Appeal: The vibrant yellow mango and translucent tapioca pearls

make the dessert visually striking and Instagram-worthy, enhancing its

attractiveness.

⚫ Affordability: Priced at 15 PHP, it is accessible to a broad customer

base, encouraging repeat purchases.

2. Company/Brand/Product Weakness Analysis

▪ Seasonal Availability: Reliance on fresh mangoes can lead to

supply issues and fluctuating production costs, particularly outside

mango season.

▪ Price Sensitivity: Although affordable, the use of high-quality

ingredients may make the product more expensive compared to

mass-produced desserts, potentially limiting its appeal to price-

sensitive consumers.
 ▪ Product Complexity: The intricate preparation process can pose

challenges in maintaining production efficiency, consistency, and

scalability.

D. Brand/Product/Consumer Cycle

1. Identified Market Segments

Students and Young Adults: Primarily aged 7 and above, seeking affordable

and tasty dessert options.

Health-Conscious Consumers: Individuals looking for gluten-free, dairy-free,

and natural ingredient desserts.

Social Media Enthusiasts: Customers attracted by visually appealing and

Instagram-worthy food.

2. Market Need Being Addressed

MBX addresses the growing demand for innovative, healthy, and visually

appealing desserts. Mango Tapioca Delight caters to those looking for a

refreshing treat that aligns with current health and wellness trends.

3. Buying Patterns

Consumers often purchase Mango Tapioca Delight as an on-the-go snack, a

school treat, or a dessert to share with friends and family. The affordability

encourages frequent purchases, and the product’s popularity in schools and

cafes supports impulse buying.

4. Usage Habits

Mango Tapioca Delight is typically enjoyed as a mid-day snack, a post-meal

dessert, or a treat during social gatherings. Its refreshing taste makes it

particularly popular during warm weather.

E. Present Marketing Strategy

1. Segmentation, Target, and Positioning

Segmentation: Targeting students, health-conscious individuals, and social

media enthusiasts.

Target: Primarily students and young adults aged 7 and above.

Positioning: A unique, healthy, and visually appealing dessert that is

affordable and versatile.

2. Marketing Mix

1. Price

Affordable Pricing: Maintaining a price of 15 PHP to attract a wide customer

base.

Promotional Offers: Discounts for bulk purchases and special pricing during

festive seasons.

2. Place

Home Delivery: Offering convenience through delivery services.

Retail Partnerships: Expanding availability through local stores and

supermarkets.
3. Product

Product Description: A luscious dessert featuring ripe mangoes, tapioca

pearls, and Nestle cream.

Health Benefits: Emphasizing its gluten-free and dairy-free qualities for health-

conscious consumers.

4. Promotion

Social Media Marketing: Utilizing platforms like Instagram, Facebook, and

Twitter to build a strong online presence.

Contests and Giveaways: Engaging customers through social media contests

and giveaways.

Collaborations: Partnering with influencers to create sponsored content and

increase visibility.

• Competitive Strategies Employed

Focus on Quality Ingredients: Ensuring the use of high-quality, natural

ingredients to maintain a competitive edge.

Innovative Marketing: Implementing creative strategies such as influencer

collaborations and social media campaigns to attract a larger audience.

Unique Selling Points: Highlighting the unique flavor, health benefits, and

visual appeal of Mango Tapioca Delight to differentiate it from competitors.

 5

CHAPTER V
IDENTIFIED MARKET OPPORTUNITY

The Mango Tapioca Delight dessert presents numerous

opportunities for growth and expansion. Below are the identified market
opportunities that can propel the business to new heights.

Increasing Health Consciousness: As consumers become more health-

conscious, there is a growing demand for desserts that offer natural ingredients
and nutritional benefits. Mango Tapioca Delight, being gluten-free and
potentially dairy-free, caters to this segment perfectly.

Expansion into New Markets: Beyond Gingoog City, there is significant

potential for expanding into neighboring cities and regions where Asian
desserts are gaining popularity. Additionally, targeting international markets,
particularly in countries with a high demand for tropical and innovative desserts,
can open new revenue streams.

Collaboration with Restaurants and Cafes: Partnering with local restaurants

and cafes to feature Mango Tapioca Delight on their dessert menus can
enhance brand visibility and attract a diverse customer base. This can also lead
to co-branding opportunities and cross-promotions.

E-commerce and Online Ordering: Developing an online presence and

offering e-commerce options can cater to the growing trend of online food
purchases. Implementing a robust delivery system will make Mango Tapioca
Delight more accessible to a broader audience.

Seasonal and Limited Edition Variations: Introducing seasonal flavors or

limited edition variations of Mango Tapioca Delight can create excitement and
drive repeat purchases. These variations can leverage seasonal fruits or festive
themes to attract attention.
Corporate and Event Catering: Targeting corporate events, parties, and
gatherings can provide bulk order opportunities. Offering customized packaging
and catering options can make Mango Tapioca Delight a popular choice for
events.
 6

CHAPTER VI
PROPOSED TARGET MARKET
A. Demographics
The proposed target market for Mango Tapioca Delight encompasses a broad
demographic range:

Age: Primarily targeting individuals aged 7 years and above, including children,
teenagers, young adults, and middle-aged consumers.

Gender: Both male and female consumers, as the dessert appeals universally
across genders.

Income Level: Middle to upper-middle income groups who are willing to spend
on premium and unique dessert options.

Occupation: Students, professionals, and homemakers who seek convenient

and indulgent dessert options.

Religious Groups: The product is suitable for consumers from various

religious backgrounds.

B. Psychographics

Health-Conscious Consumers: Individuals who prioritize natural ingredients

and are conscious about their dietary choices, looking for gluten-free and
potentially dairy-free dessert options.

Adventurous Eaters: Consumers who enjoy trying new and exotic flavors,
appreciating the unique combination of mango and tapioca.

Social Media Enthusiasts: Individuals who are influenced by visual appeal

and enjoy sharing aesthetically pleasing food items on social media platforms.

C. Behavioral

• Buying Patterns: Regularly purchasing desserts as part of their diet, often

seeking new and innovative options. These consumers may also be
influenced by promotions, discounts, and seasonal offerings.
• Usage Habits: Enjoying Mango Tapioca Delight as a snack, post-meal
dessert, or during social gatherings. The dessert is particularly favored
during warm weather for its refreshing taste.
D. Geographic

• Local Market: Initial focus on Gingoog City, particularly targeting students

and faculty at Gingoog City United College,0020and extending to the
general population within the city.
• Regional Expansion: Gradual expansion to neighboring cities and towns
where there is a demand for innovative and health-conscious desserts.
• International Markets: Long-term goal to enter international markets with
a high demand for tropical desserts, particularly in urban areas with diverse
culinary interests.
 7

CHAPTER VII

MARKETING OBJECTIVES

A. Over-all Marketing Objectives

• Increase Market Penetration: Enhance brand awareness and product

availability to capture a larger share of the local dessert market within the

first year.

• Product Innovation: Introduce new variations and seasonal flavors to keep

the product line fresh and appealing, aiming to launch at least two new

variants each year.

• Customer Retention: Build a loyal customer base by implementing

customer loyalty programs and consistently delivering high-quality products

and services.

• Brand Recognition: Establish Mango Tapioca Delight as a recognized and

preferred dessert option in Gingoog City and surrounding areas within the

next three years.

• Sustainable Growth: Ensure steady business growth through strategic

partnerships, effective marketing, and continuous product improvement.

B. Specific Objectives and Targets (3-Years)

1. Market Shares

❖ Year 1: Achieve a 10% market share within Gingoog City.

❖ Year 2: Expand to neighboring towns and aim for a 15% market share.

❖ Year 3: Attain a 20% market share regionally.

2. Sales (Volume and Value)

➢ Year 1: Sell 50,000 cups of Mango Tapioca Delight.

➢ Year 2: Increase sales to 75,000 cups.

➢ Year 3: Reach a sales volume of 100,000 cups.

➢ Value: Aim for a revenue growth of 25% annually.

3. Profits

➢ Year 1: Attain a net profit margin of 15%.

➢ Year 2: Increase net profit margin to 20%.

➢ Year 3: Sustain a net profit margin of 25%.

4. Distribution

➢ Year 1: Establish distribution in 10 local stores and cafes.

➢ Year 2: Expand distribution network to 20 stores and cafes.

➢ Year 3: Ensure product availability in at least 30 stores and cafes

regionally, including entry into supermarkets.

 8

CHAPTER VIII

OVER-ALL MARKETING STRATEGY

Objective:

To establish Mango Tapioca Delight as a preferred dessert choice among the

target demographic by leveraging its unique flavor, health benefits, and visual

appeal, while expanding market reach and ensuring sustainable growth.

1. Brand Positioning:

• Distinctive Flavor: Emphasize the unique combination of ripe mangoes

and tapioca pearls, setting it apart from other desserts.

• Health Conscious: Highlight the gluten-free and dairy-free options to

attract health-conscious consumers.

• Visual Appeal: Utilize the vibrant colors and Instagram-worthy

presentation to appeal to social media enthusiasts.

2. Target Market:

• Primary Target: Students, faculty, and staff in Gingoog City United

College, aged 7 and above.

• Secondary Target: Health-conscious individuals and social media

enthusiasts looking for unique and visually appealing desserts.

3. Distribution Strategy:

• Local Presence: Strengthen presence in local schools, cafes, and

restaurants in Gingoog City.

• Home Delivery: Introduce home delivery services to increase

convenience.

• Retail Partnerships: Partner with local supermarkets and stores to

expand availability.

4. Product Development:

• Innovative Variations: Regularly introduce new variations and toppings

to keep the product line fresh and exciting.

• Quality Ingredients: Maintain high standards for ingredient quality to

ensure consistent taste and customer satisfaction.

5. Promotion Strategy:

• Social Media Marketing: Use platforms like Instagram, Facebook, and

Twitter to engage with the target audience through visually appealing

content and interactive campaigns.

• Influencer Collaborations: Partner with local influencers to create buzz

and attract a larger audience.

• Customer Engagement: Organize contests, giveaways, and customer

testimonial features to build a loyal customer base.

6. Pricing Strategy:

• Competitive Pricing: Keep the price affordable at 15 PHP per cup to

attract a wide customer base.

• Promotional Offers: Implement discounts and special pricing during

festive seasons and bulk purchases to boost sales.

7. Customer Experience:

• Quality Service: Ensure excellent customer service in all interactions,

from point of sale to delivery.

• Feedback Loop: Encourage customer feedback to continuously

improve the product and service.

 9

CHAPTER IX

MARKETING MIX

A. Product:

• Description: Mango Tapioca Delight is a luscious dessert featuring

ripe mangoes, tapioca pearls, Nestle cream, and a touch of sweetness.

It offers a tropical and satisfying flavor.

• Health Benefits: Emphasize its gluten-free and dairy-free qualities,

making it suitable for individuals with dietary restrictions.

• Product Variations: Introduce new flavors and toppings periodically to

keep the product line fresh and appealing.

B. Pricing:

• Affordable Pricing: Maintain a price of 15 PHP per cup to attract a

broad customer base.

• Promotional Pricing: Implement occasional promotional pricing, such

as discounts for bulk purchases or special offers during festive

seasons.

C. Distribution:

• Home Delivery: Offer a home delivery service to increase

convenience.
 • Physical Location: Use the business headquarters at Purok-3

Alegado Street, Barangay 24, Gingoog City as a central point for direct

customer purchases.

• Retail Partnerships: Partner with local stores and supermarkets to

broaden availability.

• Personal Selling: Implement personal selling at local markets or

events to engage potential customers and offer samples.

D. Promotions:

• Social Media Marketing: Utilize platforms like Instagram, Facebook,

and Twitter to build a strong online presence. Share high-quality

product photos, recipe videos, and customer testimonials.

• Contests and Giveaways: Offer Mango Tapioca Delight gift baskets,

dessert vouchers, or exclusive merchandise as prizes to incentivize

engagement.

• Collaborations: Collaborate with influencers to create sponsored

content, reviews, or recipe collaborations featuring Mango Tapioca

Delight.
 10

CHAPTER X

3-YEAR FINANCIAL FORECAST

A. Sales Volume / Value Projections

Year Units Sold Price Per Unit Total Sales (PHP)

2024 50,000 15 750,000

2025 75,000 15 1,125,000

2026 100,000 15 1,500,000

B. Cost Projections

Year Cost of Goods Marketing Operational Total Cost

Sold Cost Cost (PHP)

2024 300,000 100,000 150,000 550,000

2025 450,000 150,000 200,000 800,000

2026 600,000 200,000 250,000 1,050,000

C. Profit Projections

Year Total Sales (PHP) Total Cost (PHP) Profit (PHP)

2024 750,000 550,000 200,000

2025 1,125,000 800,000 325,000

2026 1,500,000 1,050,000 450,000

D. Investment Requirements

• Initial Investment: 200,000 PHP for setting up production facilities,

initial inventory, and marketing efforts.

• Yearly Investments: Additional investments of 100,000 PHP each

year for marketing campaigns, equipment upgrades, and expanding

distribution channels.

E. Break-Even Analysis

• Break-Even Point: The break-even point is calculated based on fixed

and variable costs. Given the initial investment and ongoing costs, the

company is expected to break even within the first year, achieving

profitability by the end of 2024.

Year Total Fixed Cost (PHP) Contribution Margin (PHP) Break-Even

Volume (Units)

2024 200,000 5 40,000