ORGANIC LIQUID FERTILIZER

MARKETING
PLAN
COLLEGE OF MANAGEMENT AND
ACCOUNTANCY
II- MARKETING MANAGEMENT SOUTH
 ESPIRITU, JERICO
LACANLALAY, RICHEL MAE
MUNCAL MARISSA
NERVAR, LEONNY
PADILLA, LLOYD
GROUP III

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CHAPTER I
 Company Name
 Rationale for the company name
 Company Background
 Vision
 Mission BEST FOR You 3
O R G A N I C S C O M PA N Y
 The L2J Company, along with the tagline of “ Salvation of Creation” is an
organic fertilizer production company. The company will entirely be committed to
offering its products to customers in the province of Nueva Ecija. Our products will
include the production of organic fertilizers. Due to economic development,
industrialization, and increasing population, problems regarding to the consumption
and dwindling of resources, and the increased of wide-ranging types of litters are
becoming more serious as the day passes by. The tagline “Salvation of Creation”
simplify as saving everyone from the toxicity.

COMPANY PROFILE
 OUR VISION AND MISSION
STATEMENT

VISION STATEMENT
» Our main goal of doing the organic fertilizer production
business is not only to make profits but also to spread
awareness about the harmful effects of using chemical
fertilizers and also to give knowledge about the
benefits of using organic fertilizer. However, our vision
is to make sure we grow and nurture our organic
fertilizer production company in Nueva Ecija.

MISSION STATEMENT
» We want to build an organic fertilizer production
business that will be listed amongst the top 10organic
fertilizer brands not only in Nueva Ecija but also in the
entire Philippines. We also want to convince people to
be more interested in agriculture.

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O R G A N I C S C O M PA N Y
 CHAPTER II
MARKETING INFORMATION
SYSTEM

» PESTLE Analysis
» Porter’s 5 Forces
» Competitive Profile Matrix
» SWOT Analysis

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PESTLE ANALYSIS
POLITICAL FACTOR
» The L2J Company with the tagline of “Salvation of
Creation” must consider an act providing for the development
and promotion of organic agriculture in the Philippines and for
other purposes. Policy formulation on regulation, registration,
accreditation, certification and labeling on organic agriculture.
Promote the healthy use of soil, water and air as well as
minimize all forms of pollution thereto that may result from
agricultural practices.
ECONOMIC FACTOR
» The uncertain economic situation such as disposable
income, interest rates, and the competition outside of the
business.
SOCIAL FACTOR
» The demographic changes, lifestyle changes, and cultural
changes which can have impact on the consumption of organic
fertilizer . Since there is an increase in the sense of health
consciousness among people, they want to use those products
which have positive health effect on them.
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O R G A N I C S
TECHONOLOGICAL FACTOR
» In order to meet the demand of fertilizers, it is important to
have in depth technological knowledge such as new machines that
will make the work easier. Develop environment friendly
procedures to avoid pollution as much as possible.
LEGAL FACTOR
» We don't have any big problem in terms of legal factors
because our product is cheaper than the competitor's product, so we
are not violating the consumer law and the L2J organic fertilizer is
safe to use and it can't harm the health of someone who will use it.
It is safe to apply because it has no any chemical content and it is
also eco-friendly.
ENVIRONMENTAL FACTOR
» In environmental factor we didn't see this as a problem, we see this
factor as an advantage to our product because our objective is to
spread awareness of the current issues we are dealing right now ,
like global warming and pollution. Unlike any other chemical
fertilizer industry, our product is toxic free and can’t affect the
health condition of the consumers and plants.
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C O M PA N Y
PORTER’S FIVE FORCES

THREAT OF
NEW
ENTRANTS

RIVALRY
BARGAINING AMONG BARGAINING
POWER OF EXISTING POWER OF
SUPPLIERS COMPETITOR BUYERS
S

THREAT OF
SUBSTITUTE
PRODUCT

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O R G A N I C S C O M PA N Y
Table
RIVALRY AMONG EXISTING COMPETITORS: LOW BARGAINING POWER OF SUPPLIERS:
SMALL NUMBER OF RIVALS IN THE INDUSTRY
NUMBER OF SUPPLIERS
BRAND LOYALTY
BARGAINING POWER OF BUYERS:
QUALITY DIFFERENTIATION
NUMBER OF CUSTOMERS
THREAT OF NEW ENTRANTS:
QUANTITY OF CUSTOMERS ORDER
GOVERNMENT POLICIES
DIFFERENCES OF COMPETITORS
ECONOMIES OF SCALE
PRICE SENSITIVITY
THREAT OF SUBSTITUTE PRODUCT:
BUYER’S INFORMATION AVAILABILITY
BUYER TO PROPENSITY TO SUBSTITUTE

PERCEIVED LEVEL OF PRODUCT

DIFFERENTIATION

RELATIVE PRICE PERFORMANCE OF

SUBSTITUTE
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O R G A N I C S C O M PA N Y
 Insert or Drag & Drop your Photo
COMPETITIVE PROFILE MATRIX

Large Image
  L2J ORGANIC
FERTILIZER
LIQUID PLANT MATE ATLAST FERTILIZER  In terms of marketing our brand is weaker
 
than our competitors because we only use
CRITICAL SUCCESS FACTOR
SCORE WEIGHTED SCORE WEIGHTED SCORE WEIGHTED social media to advertise. In branding our
SCORE SCORE SCORE
competitors has the advantage because they
are already well known brand. Since we
MARKETING 11 3.7 12 4 14 4.7
don't have yet a physical store the location
BRAND REPUTATION 9 3 9 3 14 4.7 of our product is can't be rated too high. In

LOCATION 10 3.3 10 3.3 13 4.3 these three brands in terms of customer

loyalty our product is more weaker that the
PRODUCT QUALITY 14 4.7 12 4 14 4.7
others because we are newly build brand,
CUSTOMER LOYALTY 10 3.3 11 3.7 13 4.3
but in terms of pricing and product quality
PRICE 15 5 13 4.3 13 4.3 I can say that our product may satisfy you

TOTAL   3.8   3.7   4.5 from its effectiveness and affordability.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

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 Insert or Drag & Drop your Photo

SWOT ANALYSIS
STRENGTH OPPORTUNITIES

Our products are environmental friendly. It’s good for the The fact that loads of people are opting for healthy living and less toxicity such as
plants as well as for the consumer. organic foods and organic fertilizer in Nueva Ecija means that the opportunity available to us is
enormous. We are also under of government law such as Republic Act No. 10068 An Act
The cost of putting up this organic fertilizer production
Providing For The Development And Promotion Of Organic Agriculture In The Philippines And
business is very low. The production quality is very high, you can see
For Other Purposes. We can easily change consumers lifestyle and choice when it comes to
results in no time. We also spread the awareness of being a health
healthy living. The primary raw materials of making this product isn’t hard to find because you
conscious, because this is organic and we didn’t add up some
can easily see it in your surroundings.
chemicals that can put both consumers and plants at risk.
 
 
THREATS
WEAKNESSES
Being new to this industry is a threat because people are not aware that our company
Our weaknesses are having a weak brand, because we
exist. Their loyalty and dedication to other brands are hard to separate.
are just a new business in the industry. Since we are new, the
productions are limited. Technological advancement, because unlike
any other fertilizer company we often use man power than
machineries.
 
 
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O R G A N I C S C O M PA N Y
 ORGANIC LIQUID
FERTILIZER

CHAPTER III

MARKET DESCRIPTION
 Market
 Segments
 Target Market
 Positioning Strategy
A. MARKET

The market in organic fertilizer is rapidly

expanding over the year here in the Philippines. In
the forecast research by the year 2024 the consumer
B. SEGMENT
of organic fertilizer will increase to 15%. As a group
of students who are not only concern about the health In setting or identifying which market segment is the most
of the consumers, we also care about the fit to our product we used the demographic market
environment. We want our product to provide people segmentation. Since our target customers are those farmers
a good fertilizer which have no chemical involve. We and plant growers it will fall to demographic segment.
want to see people living a healthy and non-toxic
lifestyle in our society. We also want to improve
agriculture not only in Nueva Ecija but in the entire
Philippines.
C. TARGET MARKET

Having carried out a research on the

market, we have been able to highlight the
D. POSITIONING STRATEGY
various consumers who need our products
and services. The following are the various For everyone who are seeking for a healthy lifestyle and

groups that make up our target market: natural ways to grow your plants, L2J is a perfect organic
fertilizer for you. It is free from chemical containment and
Organic Foods and Crops Farmers:
it is made of decomposed vegetable / plants. It provides
These are farmers that utilize organic
you a new technique to grow your plants naturally and
fertilizers for growing their farm crops.
hazard free in a very low budget.
Organic Gardening:

These are consumers who grow plants on

their houses.

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O R G A N I C S C O M PA N Y
CHAPTER IV
Products and Services
 Product Description
 Product Attribute
 FAB
 Branding
 Packaging
 Labeling
 Product Usage
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O R G A N I C S C O M PA N Y
PRODUCT DESCRIPTION

The L2J Company with the tagline of “Salvation of

Creation” is made of axillary buds and young fruits, fast
growing plants, young leaves of plants and grasses, and PRODUCT ATTRIBUTE
decompose vegetables. It is mixed with crude sugar or
The L2J can be a universal fertilizer for
molasses, its juice is extracted and fermented after storing
those plants that bears flowers. It is
for a period of time. This is suitable for crops and indoor
manufactured in clean and safe environment.
gardening. Cheaper than chemical fertilizer and it’s more
It provides health benefits for both consumer
healthy and eco-friendly. The nutrient content of organic
and plants. It has low budget production. It is
fertilizers varies greatly among source materials, and
manufactured with no chemical involve. It
readily biodegradable materials make better nutrient
doesn’t pollute the environment, instead it is
sources. Organic fertilizer inputs in agricultural fields in
an eco-friendly fertilizer. Packaging contains
the present scenario has significant environmental benefits
the liquid organic fertilizer’s logo and
over the use of chemical fertilizers and the practice has
content. It’s very easy to use.
gained much importance.

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O R G A N I C S C O M PA N Y
FAB
FEATURES

The L2J provides consumers of having a chemical free and safe fertilizer for both
plants and consumers.

ADVANTAGES

The L2J fertilizer improve structure of the soil. It makes your soil and plants
healthy and strong. There is no risk of toxic buildups of chemicals that can be deadly for
plants and consumers. The L2J fertilizer are renewable, biodegradable, sustainable, and
environmentally friendly.
BENEFITS
The L2J fertilizer release their nutrients more slowly in the soil when the plant
needs them, so they last longer. It makes your plants healthy and the consumers as well.
It is an eco-friendly fertilizer, it doesn’t harm the environment.

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O R G A N I C S C O M PA N Y
BRANDING
 
The L2J Company with the tagline of “Salvation of Creation” came from the
combination the groups name and the tagline was to give knowledge to the consumers
about the benefits of organic fertilizer. Saving mother nature through using natural
resources rather than using toxic materials such as chemicals.
LABELING
The labeling includes the products name along with the tagline and at the back was a
short description about the product, its content and instructions.
 
PACKAGING
Each packaging has its different size according to the customer’s desire. It is well-
packed to avoid leaks.
 

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O R G A N I C S C O M PA N Y
PRODUCT USAGE

The L2J fertilizer as a natural growth enhancer, is made from actively growing plants and
fast growing plants may contain natural growth hormones and mineralized nitrogen that
promotes plant growth.

 Mix 1 teaspoon of L2J per liter of water and spray on the leaves or apply directly to the
soil around the plants from seedling stage up to pre-flowering stage.
 You can apply it weekly or depending on plant vigor.
 There is no overdose, you may use it liberally. However, the soil must be watered first
before applying to avoid scorching of the roots.
Apply L2J fertilizer to the soil to serve as source of energy accelerate activities of soil
microorganism

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O R G A N I C S C O M PA N Y
 PRICING STRATEGY
 Costing 
 Price Strategy

CHAPTER V

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O R G A N I C S C O M PA N Y
 COSTING

DESCRIPTION COST

MOLASSES 250

CONTAINER 750

PACKAGING 100 •COSTING

LABELING 150

PRODUCT TEST 3500

   

TOTAL 4750

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O R G A N I C S C O M PA N Y
PRICING STRATEGY
When it comes to pricing for products such as
organic fertilizer, there are two sides to the coin.
We are aware of the pricing trend in the organic
fertilizer production industry which is why we
have decided to produce various containers–
sizes of organic fertilizer

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O R G A N I C S C O M PA N Y
 LOCATION
STRATEGY
 Distribution Strategy
 Specific Channels

CHAPTER VI
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O R G A N I C S C O M PA N Y
DISTRIBUTION STRATEGY

The production and supply side, there are some unique challenges to the cost and
logistics of moving locally or regionally produced organic fertilizer to the market. Of
particular interest are the operations size and situation of small and medium size farms. We
are indirect distribution for we will be providing retailers and wholesalers within the area.

SPECIFIC CHANNELS

Our specific channel includes Advertising our organic fertilizer in community based on
social media and flyers. Engage in direct marketing and sales. Encourage the use of Word of
mouth marketing (referrals). Engage in road show here in Nueva Ecija in targeted farm
communities from time to time to sell our organic fertilizer.

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O R G A N I C S C O M PA N Y
 CHAPTER VII
PROMOTIONAL STRATEGY
 Promotional Objectives
 Audience Description
 Message
 Media
 Paraphernalia BEST FOR You
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25
PROMOTIONAL OBJECTIVES

Our promotional objectives is to give information and make our possible customers
aware about the product that we are offering which is L2J organic liquid fertilizer. In our
promotion we want to discuss the benefits they can receive when they use the product and
how this product can solve their problems.

AUDIENCE DESCRIPTION

The number of consumers of fertilizer is continue growing over the past few years, but
most of them are chemical fertilizer user, chemical fertilizer that can harm them when they
use it. That is why L2J is here to serve those small farmer and plant grower in their plants
and crops. Since our product is organic it is safe to apply especially to those plant growers.

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O R G A N I C S C O M PA N Y
MESSAGE

Each and every one of us are aware about the climate change right now, that’s why in our own simple way we want to lessen
the toxicity in the surroundings. We want to produce a product that will not only benefit the human but also the environment.
We want to spread awareness about the waste in our community. 2J will be using Print Media such as magazines toagazine will show you more
information about our product such as its

MEDIA

The L2J will be using Print Media such as magazines to showcase our product. The magazine will show you more information
about our product such as its benefits, how does it works, and how will you use it. This will give you more knowledge about
the product. We will also use outdoor ads to reach a wider market. It could be on interiors and exteriors of buses, and bus
benches. And because it is outdoor, it's part of the environment therefore it will demand attention, and it has a big impact on
the patch purchase. And because we are in a new era where Internet is one of the most used and popular tool for
communication, we will promote our product through Internet advertising. We will be using social media platforms such as
Facebook, Instagram, and Twitter. such as

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O R G A N I C S C O M PA N Y
PARAPHERNALIA

The L2J will be using Business cards to give it to the

customers for them to contact us for further questions
about the product. It will include our contact details and
our logo along with the tagline. Creative stickers that we
will hand out to our target markets that subtly display our
logo. We will also be giving Thank You Card for every
purchase to let our customers know that we are thankful
for trusting our product. We will also use brochures and
flyers for them to read more about our product.

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