I. A.

Company History

Company Profile

Bilibong started its operation last March 2012 and had a startup capital of Php 2, 307, 000. It was pioneered by four young enterprising ladies with a degree in Hospitality Management from Arellano University in Pasay City, Philippines. It is a pearl shake business that offers different kinds of refreshing and healthy shake drinks with a wide variety of flavors. It offers new, unusual, attractive, and unique shake drink with the aspects of playing through customization. The store has now three outlets in Pasay. Almost the entire age bracket in the population of Pasay City is considered as target market of the company. The company created a strong product awareness through advertising and other promotional activities. The company provided its consumers a fun, delicious and healthy shake drink products with the right pricing techniques. By that, the company achieved an increasing number of loyal consumers and maintain a positive and strong growth of the company each year. The company is also aiming to be the top market leader in the pearl shake industry. Now, the new products that Bilibong is starting will surely capture and gain the interest among the patronizers and will gather new ones. B. Organizational Structure/Chart

Aimee Denosta (President)

Karen Peralta(General Manager) Paula Avila(Asst. Manager) Cheslynn Pedron(Product Mangr)

Mark Cervantes (supervisor)

II. Product profit A. Companys Name

The name of the business is the image of the product in the market. It is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product. The name should create a strong impact and appealing to the consumers. It is named Bilibong because of the fun which porttray Billy and Vhong(artists) and the colorful mixes of shakes gives intensity produced by the blend when shaken and freeze because of the ice that customers will experience a straight and pure bliss of shake. . B. Business Tagline Shake it to the Head is our business tagline. The idea behind the tagline is to create a memorable phrase that will sum up the tone and premise of the products we are offering. It is also a way of reinforcing the consumers memory about our products.

C, Business Logo/ Packaging

The business logo is used as a foundation member of the business marketing structure. Without a recognizable face for the company it is difficult to advertise a business to potential consumers. The logo serves as its face. Customer recognition is one of the key segments in marketing a product and a unique logo design serves this purpose. Bilibong logo is a set of pearl shake with that indicates that we offer various flavors that you can choose to. We choose blue as the color as it represents the coolness of the ice.

II.

Product line

Product Offering The company offers different kinds of refreshing and healthy pearl shakes with a variety of flavors ready to serve among our target markets. It is not like the usual and existing pearl shake drink. Using creativeness and desire to be unique in the pearl shake industry, we added some innovations and twist to the product. The following are the flavors of pearl shake drinks that Bilibong offers: The Classic Shake Chocolate Vanilla Cookies and Cream Leche Plan * These are the common or usual flavors of shake ideal for everybody. It is made from ice, sugar, milk, and flavored powder. Pearls / sago in the bottom part. Skim milk, Chocolate syrup, strawberry syrup and vanilla ice cream on the top. Tutti Frutti Candy Shake Strawberry Apple Mango Melon Ube Pineapple Four Seasons

*These are the fruity flavor shakes that kids and teens will surely love. It is made from ice, milk, sugar and flavored powder. Pearls /sago in the bottom part. Candy sprinkles, kisses, mini mallows, mini nips, skim milk and ice cream on the top.

Caffeinated Shake Mocha Cappuccino Coffee Caramel Creamy Coffee Choc coffee

*Kind of coffee shake best prescribe for adult workers. It is made from ice, sugar, milk and flavored powder. Top with chocolate syrup, grated chocolate and ice cream. Vegan Fruit Shake Pineapple-Strawberry Shake Banana-Strawberry Shake Strawberry-Apple Shake Chocolate-Banana Shake Mango-Melon Shake Orange-Lemon Shake Papaya-Carrot Shake (New) Carrot-Strawberry Shake *These are the healthy shake flavors made from real fruits and vegetables ideal for those who are involved in fitness activities, vegetarian and health conscious. It is made from ice, real fruits and veggies, sugar, and plain yogurt. Pearls / sago are optional in this product. All of this are available in different sizes of plastic cups with dome lid: Petite 12 oz. Mediana 16 oz. Gigantic 22 oz.

III.

SWOT Analysis

It captures the key strengths and weaknesses within the company and describes the opportunities and threats facing. Strengths Brand Strength and uniqueness The companys brand name is original and attractive to the customers. New variety of flavors to choose from The company is not concentrated in a particular flavor of shake but rather it offers different kind of shake in a variety of flavors. Products that tend to make consumers lifestyle healthy The product contains nutritional benefits for the consumers. Strong existing distribution channel This kind of product usually distributed through stall or carts.

Weaknesses Reliant upon particular pearl shake drinks The Bilibong is considered as a newbie in the pearl shake industry. There may be some instances that the company is just reliant upon the existing pearl shake businesses. Lack in generating brand and product awareness Because its new in the industry people are not that familiar or aware about the brand name and the companys product offerings. Company need to strive hard to attain the maximum product awareness. The product is seasonal

The product is intended for summer season and because of that company should expect that during rainy season shake drinks is not that in demand and probably volume of sales will decrease.

Opportunities Introduction of new pearl shakes flavors The company added some innovations and twist that we want to share or introduce to the target market.

Brand is attractive to consumers The products colorful and unique name seems to be attractive to the consumers. Strong competition The company is not alone in this kind of business there are lots of company in the same field that might become a big threat and strong competition among this businesses may emerge. Health issues The company is in the field of beverages industry. It offers a products that the customers intake. There are some instance that a issue concerning health may arrived but to avoid it the company rest assured that the process and preparations are clean and safe.

Threats

IV Marketing Strategy The key to the marketing strategy is focusing on the different taste of the different segments of the consumers whose desires are always changing. They tend to seek for something new and different to what was usual. The company can cover about 90 percent of the pearl shake market because it offers innovations and twist in the product that will meet the demand towards different market segments. The company almost occupied all the segments in the market because it also offers product customization. Customers can customize their own pearl shake that will surely one way to meet the real desire of our consumers. Marketing Objectives 1. To create a strong product awareness. 2. To provide fun, delicious, appetizing, healthy and uniquely enchanting shake drink products while maintaining the commitment to our consumers. 3. To achieve an increasing number of loyal consumers. 4. To maintain a positive, strong growth of the company each year. 5. To become the top market leader in that particular product and segment. Target Market Almost the entire age bracket in the population is the target market of the company. It offers flavors for the kids with ages 12 and below either male or female. Teenagers are also a target market, ages 13-19 either male or female. Those adults who are health conscious either employed or unemployed, male or female ages 20 and above. Senior citizens are also included as a target market. Pricing The companys pricing objective is to survive and then get the maximum market share as possible.

The pearl shake price of Bilibong is much affordable than any other shakes. In addition, Bilibong caters variety of shake flavors from classic to vege-shakes. The company will also implement a price discounts for our loyal consumers. Providing them a quantity discount known as Barkada Package. Consumers can get additional one pearl shake if they avail a dozen of pearl shake. Seniors citizens can also avail a discount. Seasonal discounts may be also implemented particularly on rainy seasons.

Promotion The companys promotional objectives will fall under the combination of informative and persuasive advertising. We will first inform or give knowledge to our target markets about the product and then persuade them to like and purchase the product. Bilibong is a newbie in the pearl shake industry with a large number of competitors, thats why the company will set an enough budget to promote the product and to establish strong brand awareness within the target market. The promotional outputs will convey the clear message that the Bilibong is a shake drink that refresh your mind and soul while making your body strong and healthy. We will also incorporate the companys positioning; Shake it to the Head. The company will promote and advertise the product through the following mediums: Television Ads Print Ads (Magazines, flyers, tarpaulins to be posted in selected areas like campuses, transportation, etc.) Internet (Companys own website, face book fan page, and other social networking sites.) Public Relations (Sports events, school events, mall events and other sponsorship activities)

Arellano University Jose Abad Santos 365 Buendia, Pasay City

Marketing Plan

In partial fulfillment of the requirement of the subject Marketing I: Principles of Marketing

By

Group 7 Aimee Denosta Karen Peralta Lea Paula Avila Cheslynn Kay Pedron Mark Cervantes

Mr. Reynald A. Funtunilla March 2013