De La Salle University - Dasmariñas

Chapter 5

 Marketing Plan

This chapter will establish and integrate all its sales effort and marketing

to project consistent image of the partnership that everyone in the organization

should both understand and support.

 Marketing Environment

 Target Market

 The company's target market are the residents of barangay Molino I-IV.

Since the survey was conducted in these barangays in Molino, Bacoor, Cavite. If

we would base on the socio economic classes, our main target would be the

skilled both blue and white collar workers. The company tries to keep the selling

price “friendly” that focuses on the upper class, middle class, lower middle and

even the last class listed in the socio economic classes. We want to reach out to

every worker out there. This is the company’s long term goal. For now, the

company would like to focus on barangays Molino I-IV. We mainly target those

employees who have hectic schedules. The company also would like to pursue

this venture based on the results of the survey which is very promising to the

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company and every expectation from the survey was achieved, that is why the

company will pursue this venture.

Market Study

The purpose of market study is to gather data on customers and potential

customers. It explained the detailed description of the research design used on

how the research was made, the data gathering procedure and the statistical

technique.

Objectives of the study

1. To determine the psychographic profile of the target market

2. To determine the customer’s buying power and buying patterns towards

their food.

3. To determine what kinds of fillings would the customers like to go with

the onigiri.

4. To determine the customer’s willingness to buy the product.

5. To determine the acceptability of the product to the market.

6. To gather data that would allow further improvements for the product.

Research design

The partners used descriptive research to define the acceptability and

profitability of the product and concentrate on further adjustments to create a

more competitive product by assessing the business value of the entire Molino I-

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IV, Bacoor, Cavite market by assessing a good number of respondents who can

represent each of the markets in order to classify the acceptability and profitability

of the product and focus on further improvements to develop a more competitive

product.

Research Methodology

As stated in our research design, the team uses descriptive research

approach to determine the market potential of a random population in social

media that focus on Molino I-IV, Bacoor, Cavite area by using data collection and

content analysis that result in a report on the variations and differences of the

respondents' preferences.

Population and sample size

The researchers used the population of Molino I, II, III, and IV, Bacoor,

Cavite as our population size. Molino I-IV has a population size of 163,215 and

out of this population size, the sample size of 383 was selected but we are able to

cater 442 respondents that provide us a stronger basis that has a margin of error of

0.05 percent and a confidence interval of 95 percent.

Research Instrument

To get the appropriate data needed, the researcher will have a survey

questionnaire with fifteen questions with six (6) parts that becomes the tool for

our data gathering. The survey questionnaire contained data such as: Daily

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allowance, product preference, eating habits, spending habits, willingness to

purchase the product, evaluation of the proposed product, price preferences, and

suggestions for improvement etc. Starting from question 1 to 3, the questions will

ask for the profile of the respondents specifically their names, gender, and age.

For question 4, it is a tool for us to determine the level of allowance per day from

our respondents for us to understand the respondents buying power as stated in

our objectives of the study. For question 5-8, it will determine the familiarity of

our product within the market. For question 9-12, it will determine the evaluation

of respondents about our product preferences. For question 13-14, it is tool to

determine the respondent’s willingness to buy the product and the evaluation of

the respondents for the ideal price preferences for our proposal. Lastly, for

question 15, it will determine the respondent’s suggestions for the possible

improvement of our proposal that becomes our basis for the concept to be

improved.

Method of Data Collection

The researchers used stratified random and convenience sampling

and non-probability sampling. To guarantee that our potential respondents will

answer our survey, we have tried sending our survey request during peak response

times, specifically Thursday and Friday. We have acquired all of the data in

different social platforms wherein we send out the survey links in social platforms

such as Facebook, Instagram, and Twitter.

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Method of Data Analysis

To effectively gather market data, the researcher selected self-

administered questionnaires that gathered a combination of quantitative and

qualitative data wherein we have summarized and gathered the data’s percentage

results in every question in order for us to acquire the respondent’s preferences

and insights from the data set that includes numbers, statistics, characteristics, and

ideas.

Results and Discussion

There are 163,215 people in Molino I-IV, Bacoor, Cavite in 2021.

According to the statistics of worldpopulationreview, Bacoor, Cavite has a

population of 700,000 in 2021 whereas in 2015, its population is around 600,000

which increases about 15%. Since the population data in Molino I-IV that we

have gathered is only the population size in 2015, we multiplied it to 15% which

is the percentage basis of increase in population in Bacoor, Cavite in order for us

to have the 2021 Molino I-IV approximate population size that results to 163,215.

Table 22. Gender

Survey Choices Percentage

Male 40.3%
Female 59.7%

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For the first question in our survey, Out of 442 respondents. 40.3% or 178

respondents are males and 59.7% or 264 respondents are females which concludes

that we have cater more female respondents than males in Molino I-IV, Bacoor,

Cavite area.

Table 23. Age

Age Bracket
Lowest 10 Years Old
Highest 73 Years Old
For the second question in our survey, Out of 441 respondents. We have

acquired an age bracket starting from 10 years old up to 73 years old. In a

specified age bracket, here is the list of age of our respondents: 10, 12, 13, 14, 15,

16, 17, 18 19, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 32, 33, 34, 35, 36, 38, 39,

40, 41, 42, 44, 43, 45, 46, 47, 49, 50, 51, 52, 55, 57, 58, 59, 68, 69, 70, 73.

Table 24. Before COVID-19, What is your allowance per day?

Respondents Allowance Bracket

Lowest ₱20.00
Highest ₱5000.00

For the third question, Out of 441 respondents. We have acquired

respondent’s allowance bracket starting from 20 pesos which is the lowest day

allowance of our respondents and the highest which is 5,000 pesos. In a specified

respondents allowance bracket, here is the list of the allowances: 20, 40, 50, 70,

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80, 90, 100, 120, 130, 150, 155, 160, 180, 200, 250, 300, 350, 400, 450, 490, 500,

537, 590, 600, 650, 610, 800, 850, 1,000, 2,000, 2,500, 3,000, 3,500, 4,000, 5,000.

Since the question is answered by an answer text, we are not able to tally the

respondent’s allowance or any graph that would finalize the statistics. But as we

observe, majority of the respondent’s allowance per day is 500 pesos which is an

advantage for the team since we have a price advantage considering that our

product is only below 50 pesos. In short, customers can purchase our product

within a day with the allowance that they have.

Table 25. Have you heard about Japanese Onigiri?

Survey Choices Percentage

YES 64.7%
NO 29.4%
MAYBE 5.9%

For the fourth question in our survey. Out of 442 respondents, 64.7% or

286 respondents have an idea about the product. While 29.4% or 130 respondents

does not have an idea about Japanese Onigiri. Lastly, 5.9% or 26 respondents are

not sure about the product. It concludes that majority of our respondents have

already heard about Japanese Onigiri wherein they have already an idea about the

product’s features.

Table 26. Have you eaten Japanese Onigiri?

Survey Choices Percentage

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YES 41.2%
NO 58.8%

For the fifth question in our survey, 442 respondents have answered the

question wherein 58.8% or 260 respondents answered “Yes” and 58.8% or 182

respondents answered “No”. The data concludes that we need to improve our

customers experience regarding to our proposed product since majority have

already eaten Japanese Onigiri and it is possible that they have purchased it to our

potential competitor.

Table 27. If yes, where did you encounter the product that is similar to our

product proposal?

Survey Choices Percentage

Mall 52.7%
Convenient Store 33%
Others 14.3%

For the sixth question in our survey, Out of 318 respondents. 52.7% or 166

respondents answered in “Malls” that shows majority of our respondents

encounter the product that is similar to our product proposal. While 33% or 104

respondents answered in “Convenient Store” wherein it appears that the 104

respondents possibly have seen or purchased the product to our potential

competitor specifically 7/11, Family Mart, Lawsons, and Local Korean Store.

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Lastly, 14.3% or 45 respondents encounter the product in different stores such as,

Japanese Restaurant, School, Theater, and saw it on Social Media.

Table 28. If yes, how often do you eat Japanese Onigiri?

Survey Choices Percentage

Once a Week 10.3%
Twice a Week 5.8%
Thrice a Week 6.5%
Sometimes 77.4%

For the seventh question in our survey, Out of 292 respondents. 10.3% or

30 respondents have eaten Japanese Onigiri once a week. 5.8% or 17 respondents

have eaten Japanese Onigiri twice a week. 6.5% or 19 respondents have eaten

Japanese Onigiri thrice a week. Lastly, 77.4% or 226 respondents have eaten

Japanese Onigiri sometimes. The data concludes that Japanese Onigiri is not an

essential or a daily food to everyone. We have to make sure that our product

proposal will impact its potential customers by increasing consumer awareness to

our product and convince potential customers to buy it by using different types of

business promotion.

Table 29. In our proposal, the fillings inside the onigiri are going to be Filipino

flavors instead of Japanese flavors. Which flavors do you prefer?

Survey Choices Percentage

Pork Tapa 23.3%
Adobo Flakes 26.5%
Pork Tocino 9.3%

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Sizzling Sisig 17.4%

Pork Barbeque 23.6%

For the eight question in our survey, Out of 442 respondents. 23.3% or

103 respondents preferred “Pork Tapa” Fillings. Second, 26.5% or 117

respondents preferred “Adobo Flakes” Fillings. Third, 9.3% or 41 respondents

preferred “Pork Tocino” Fillings. Fourth, 17.4% or 77 respondents preferred

“Sizzling Sisig” Fillings. Lastly, 23.6% or 104 respondents preferred “Pork

Barbeque” Fillings. The data concludes that the least fillings that we need to

produce in the pre-made process is “Pork Tocino” in order for the ingredients to

not let it go to waste and we need to procure low-cost supplier of fillings

especially “Adobo Flakes”, “Pork Tapa”, and “Pork Barbeque” since majority of

the respondents preferred these fillings.

Table 30. What fillings would you prefer to mix on the rice?

Survey Choices Percentage

Garlic Sprinkles 26.7%
Bacon Bits 27.6%
Shrimp 13.8%
Assorted Veggies 19%
Scrambled Egg 12.9%

For the ninth question in our survey, Out of 442 respondents. 26.7% or

118 respondents select “Garlic Sprinkles” as their preferred fillings. 27.6% or 122

respondents choose “Bacon Bits”. 13.8% or 61 respondents choose “Shrimp”.

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19% or 84 respondents choose “Assorted Veggies”. Lastly, 12.9% or 57

respondents choose “Scrambled Egg” as their preferred fillings.

Table 31. What dips would you prefer to put inside of the onigiri together with the

fillings?

Survey Choices Percentage

Tuna Mayo 22.9%
Melted Cheese 33.3%
Barbeque Sauce 14%
Toyo’t Calamansi 22.6%
Garlic Flakes 7.2%

For the tenth question in our survey, Out of 442 respondents. 22.9% or

101 respondents choose “Tuna Mayo” as their preferred dips in their Japanese

Onigiri. 33.3% or 147 respondents choose “Melted Cheese”. 14% or 62

respondents choose “Barbeque Sauce”. 22.6% or 101 respondents choose “Toyo’t

Calamansi”. Lastly, 7.2% or 32 respondents choose “Garlic Flakes”.

Table 32. In our product proposal, what shape would you prefer in our product

Survey Choices Percentage

Standard Triangle 56.8%
Square 14.9%
Star 5.7%
Flattened Round 13.6%
Cylindrical 9%

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For the eleventh question in our survey, Out of 442 respondents. 56.8% or

251 respondents preferred “Standard Triangle”. 14.9% or 66 respondents choose

“Square” shape. 5.7% or 25 respondents choose “Star” shape. 13.6% or 60

respondents choose “Flattened Round” shape. Lastly, 9% or 40 respondents

choose “Cylindrical” shape. The data collected shows that more than half of the

respondents chooses standard triangle. Since our product is made in actual order,

the shape still depends on the customer’s preference.

Table 33.  If you encountered our product, would you consider buying it?

Survey Choices Percentage

Yes 76.9%
No 1.1%
Possibly 21.9%

For the twelve question in our survey, Out of 442 respondents. 76.9% or

340 respondents voted “Yes” wherein they are considering buying our proposed

product. 1.1% or 5 respondents voted “No” wherein they are not considering

buying our proposed product and Lastly, 21.9% or 97 respondents voted

“Possibly” wherein the respondents are not sure if they going to buy our proposed

product. It concludes that the team must able to highlight the advantages of our

product and to emphasize that our product is better and cheaper than our potential

competitors in order to cater the 21.9% respondents who voted “Possibly” and the

1.1% respondents who voted “No”.

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Table 34.  How much are you willing to pay in our product?

Survey Choices Percentage

45 34.8%
55 22.4%
65 19%
75 15.2%
80 above 8.6%

For the last question in our survey, Out of 442 respondents. 34.8% or 154

respondents have chosen “45” pesos as our product price. 22.4% or 99

respondents have chosen “55”. 19% or 84 respondents have chosen “65”. 15.2%

or 67 respondents have chosen “75”. Lastly, 8.6% or 38 respondents have chosen

“80 above”. The data show that even though majority have chosen “45” pesos as

our product price, we still have a higher mark-up value since the average

production cost of our onigiri is around 19.29 pesos. The fillings, sauces, and

packaging are not yet included in the average price. If fillings, sauces, and

packaging are combined, the fillings average cost is 3.80, the sauces average cost

is 2.68 and packaging average cost is 3.35 which leads to a total of 29.12 pesos

with a mark-up of 15.88 pesos if the product price is “45” pesos. The “45” pesos

range is also our competitive edge to our potential competitors since our

competitors has a price range of 55-180 pesos based on Table 1. Competition.

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Marketing Strategies

Product

As stated in the uniqueness of the product in chapter III, “On The Go

Noypigiri offers a variety of flavors that is not currently common in the market.

The flavors of the onigiri is popluar filipino ‘ulam’ that is used as fillings in the

product. These fillings are: Pork Tapa, Pork Tocino, Sizzling Sisig, Adobo Flakes,

and Pork Barbeque”. The product is customizable wherein customers can choose

their rice, fillings, and sauce flavors according to their preferred choice. In short,

our product is made to order. This is one of our edge since most standard onigiri

is already pre-made in every convenience stores. Secondly, we wanted to take

serious action in terms of packaging design since packaging can play a vital role

in product sales and boost our brand. The team also want to improve the product’s

appearance to give a quality impression (functional value), and it can draw

attention and can influence the ease of categorization of the product.

Place

As stated in our business location in chapter 4, the team decided the

location to be on Molino IV, Bacoor, Cavite (Near SM Molino). The team

selected the location because one of our team has a business in the location and it

is near to a subdivision (Citihomes Subdivision) that can open an opportunity to

market our potential customer by promoting our product in the subdivision’s

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social media group specifically in Facebook. Bearing in mind that a subdivision

consists of different types of socio economic classes which would be our target

market. The range of the location composed of more subdivision but we would

like to focus in a subdivision that is nearest to our stall. It is also an opportunity

for us to create a store beside it since the building itself is a storefront commercial

property. Since it is a storefront commercial property, the possibility of acquiring

our market is high considering that the commercial business is already well

known within its location. The location is also our advantage because all of the

team lives within Molino IV, Bacoor, Cavite that enables the team to meet. The

location also has a lot of trade channels wherein we can have different options of

getting our supply chain partners such as wholesalers and retailers by finding the

right contact and ask to work with them that fits in our business to be able for us

to reduced issues with availability, quality and delays in supply. Lastly, to the

competitors that is within the range of the location. Our public relations manager

would try to monitor the way the competitors do business specifically the new

products that they are developing, how they charge prices, how they distribute and

deliver their products, their media activities and such. By assessing their business,

the team are going to adopt the competitors’ business to be applied to ours and

make improvements out of it that will make our products, services and marketing

stand out.

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Price

Noypigiri wants to closely monitor quality and customer service

satisfaction. The team has decided with a price of 45 pesos that is attractive to

consumers while still turning an acceptable profit for our company. We will use

product development strategy that process of bringing a new innovation to

consumers. Our price is our competitive edge to our competitors since our

competitors has a price range higher than our price. The team chooses competitive

pricing as our pricing strategy since the behaviour of our customers is an

important element for the product pricing. Once the product is part of a mature

market, and fighting with a relatively high number of substitutes and competitors,

the pricing actions of our competitors could well be a factor driving to our profit.

This is where we set the price according to the competitors.

Promotion

The proprietors will utilize direct marketing through this, it allows

proprietors to directly communicate with the target market. Second, the company

will be accessing online advertising by using Facebook advertisements, Twitter

Ads and Instagram short videos and photos. We will be also handing out printed

ads such as flyers and posters that will be put on public places to make the

business and the product itself familiar to the public to acquire more brand

recognition. Third, we will have high aesthetic photos in our website, arguably the

very best way to promote our restaurant online is with high-quality, drool-

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inducing photos. Visual content is in high demand online these days, and having

delicious looking photos on your website and across various social media outlets

is essential for drawing hungry eye. We will hire people with the profession of

photography and such. Fourth, we will conduct meetings with potential investors,

and we will also pitch the goal of our business to our potential investors to make

those potential investors help us in building the reputation of our business. Fifth,

we will be contacting influencers as ambassador of the brand and send them

packages to try. Another strategy we would like to apply is a referral program

where every new customer gets a card where it said that if you bring a friend or

anyone you know you would get something free from the menu be it an appetizer

or an entrée. Sixth, we will be partner of delivery services for like Food panda and

Grab Philippines. Lastly, we will do house to house product selling and brochure

within the business perimeter and last, we will attend food park events to gain

more customers and increase our product awareness.

Sales Projections

On the Go, Co. will base its sales projections in months, the company

projects that in a span of 6 months upon start of operations that the company

would sell an average estimate of 100 units per day, and 3,000 units per month. In

total if we want to know how much we sell in 6 months the total units would be

18,000 units. A table below is provided for more accurate information. 

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Month January March  April  May  June July Total

Units Sold 3,000 3,000 3,000 3,000 3,000 3,000 18,000

With our selling price of PHP 45 per Noypigiri sold, we are looking at a total sale

of PHP810,000 in 18,000 units sold, while the production cost of our product is at

an average PHP19.29 per unit we are looking at a COGS of PHP 347,220, with a

revenue of PHP 462,780.

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