V.

Marketing Aspect
5.1 Market Description
The market is actually a broad category and segmentation is advised for the business to
narrowly determine where to focus the positioning strategy.
The target markets of the said business are students and young professionals at the
university area of Central Luzon State University, Science City of Munoz, NuevaEcija. The
following are the segment descriptions:
Students the students of the Central Luzon State University are the primary market of the
business with the common demographics and no gender bias. This segment covers the college
students and high school students of the university area.
Young Professionals the segment entitles the young professionals residing the university, with
the common age ranges from 25 to 30 years old. This segment shared the common characteristics
based on the demographics. This young professionals is defined to be in between the transition of
adolescence and maturity or as easy as young adult.
Note that these segments were actually the primary market of the business, and a
secondary market will be the nearby areas at the municipality as well as the travelers along the
PAN- Philippine highway oriented by word of mouth advertisements.

5.2 Demand
In determining the demand, it would be favorable for the business to base it in terms of
the share of demand incorporating the service establishments surrounding the university area. To
be specific, the business will consider the share of demand of each salon or spa establishments at
Science City of Munoz, Nueva Ecija. After determining the demand statistics, the business
assumed at least 100 percent of the demand to favor the market share it will have for the service.
The assumption takes place between the idea that the business offers the unique service and that
the competitive advantage it has over the service industry surrounding the area.
5.3 Supply
The business will supply the needs of the customer by bringing a unique kind of stress
reliever service. This kind of service will be only one in Munoz, Nueva Ecija. Indirect
competitors like spa and other stress reliever services in Munoz and San Jose that also supply the
needs of the people who encountered stress or haggardness will definitely affects the supply of
the business because people will have an option, but the truth of the making of this business
IRUWAR MO is because the demand for those students and young professionals especially in
CLSU, and secondarily for the demand of those students or young professionals outside the
campus. As a service supplier, the business offers services like they are rooms for shouting,
screaming and throwing things like plates, glass, mugs and many more, they will also have a
mini restaurant that the customer will eat after they done to stress out session, and many more.
Those are the services that the business will offer and supply in order to satisfy the demand of
the target market at the same time it will be a low price.

Table 4.1 Population of the target market in its first year of operation
CLSU Students
CLSU Professors Students Science City of Muoz
Total
12,235
1,187
8,530
21,952
Table 4.2 Estimated population of the target market in its second year of operation
CLSU Students
CLSU Professors Students Science City of Muoz
Total
13,235
1,287
9,530
24,052
Table 4.3 Estimated population of the target market in its third year of operation
CLSU Students
CLSU Professors Students Science City of Muoz
Total
14,735
1,437
10,530
26,702
Table 4.4 Estimated population of the target market in its fourth year of operation
CLSU Students
CLSU Professors Students Science City of Muoz
Total
16,235
1,537
11,530
29,302
Table 4.5 Estimated population of the target market in its fifth year of operation
CLSU Students
16,735

CLSU Professors
1,537

Students Science City of Muoz

12,530

Total
30,802

Table 4.6 Projected Supply for five years

YEAR

PROJECTED SUPPLY

2013

9330

2014

9330

2015

9330

2016

9330

2017

9330
The table shows the projected supply in five years, the figures are the same since the

business is the only business offering this kind of services in the target market. See annexes for
the computation.
Table 4.7 Projected Demand for five years
YEAR

Projected Demand

10,976

13074

16,555

20,511

26,181
The figures in the table were based on the population and the market share of the business

in five years. In the first year the market share was 50%, second year 54.36% , third year 62%,
fourth year 70%, and fifth year 85%. See annexes for the computation.

Table 4.8 Demand Supply Analysis

Year

Demand

Supply

D-S gap

2013

10976

9330

1646

2014

13074

9330

3744

2015

16555

9330

7225

2016

20511

9330

11181

2017

26185

9330

16855

The table interprets the Demand-supply analysis for five years; this was based in the total
demand and supply in the above tables. See annexes for computation.
5.4 GENERAL MARKETING PROGRAMS

Product/Service
Iruwar Mo is a service type of business which intends to release the stress of the
person by means of throwing objects. It has a built in snack house used to accommodate
the customers while waiting for their turn.
Snack House Products
Snack House offers varieties of chocolates, chips, cookies, tea, milk and
coffee. Chocolates, chips, and cookies are all in retail packaging while the tea, milk

and coffee are in can or bottle.

Placement
Its supplies will be from the supplier to its retailer which is Iruwar Mo and Snack
House up to its final customer. This is the flow of the distribution of our product and
service.

Competitors
Iruwar Mo has no direct competitor because it is new to the market and to its
location. But, in case of its Snack House its direct competitors are, Mackys Caf,
Gravitea and Milkakrem.
Other competitor:

Tacsiyapo Wall, Isdaan, Gerona, Tarlac

5.5 PROPOSED MARKETING PROGRAM
Since many students in Central Luzon State University are very competitive in terms of
education, which leads them to study harder and this make them feel stress. There is a big
possibility for them to entertain service which is said to be stress- releaser. Iruwar Mo offers this
kind of service ot its target customer.

Month

Activities
Giving and posting of print ads, airing of its radio ad at radio CLSU This is

Octobermonths are considered as the month of advertising to give awareness and

November
December
January-

feedback of the customers.

Opening of Iruwar Mo and its Snack House

February

Continues to operate. Giving off discount coupons for first 20 persons

Launching of the first game. Search for the highest purchase of Iruwar Mo

March April

receipts only. Awarding of winners for the highest purchaser of Iruwar Mo

May
June

receipts only.
Continues of operation
Free admission of first 50 students.
Giving of freebies like face towel, baller, and ballpens which has a print of

July August
September

Iruwar Mo
Launching of loyalty cards to retain the customer relationship.

In these sequences of activities, this establishes the introductory stage. These programs
will help the business to have awareness to our target market. It also has changing activities so
that our target customer will expect more in the business.

Strategies will be done to minimize the possibility of decline. There are set of promotions
on selected months to enhance the service and attract more potential customers.
Pricing strategy
The pricing of Iruwar Mo starts with Php 50.00 for the entrance and Php 10.00 for all
kinds of materials like plates, drinking glasses, vases, clocks, picture frames.
Advertising and Promotion strategy
Since Iruwar Mo is new to the market, print ads will be distributed before the opening of
it. This will increase the population of Iruwar Mo. Another strategy is through airing of radio ad
to Radyo CLSU for promotion and awareness of it.
And to continuously increase and strengthen the popularity, viral marketing will be use
which is word of mouth advertising. In this way, customers who experience the service of Iruwar
Mo will recommend and talk about it to other prospects.
5.6 Flow marketing operations.
Print ads, out of home advertising

Radio advertising

Introducing the main service

Creating and building good customer relationship

The figure shows the flow of marketing operations of the business from the entrance until
the succeeding operations.
5.7 Annexes
Delivery receipt- it will be used in monitoring the delivery reports of the company. It is also
used as reference on the companys stock cards.
Purchase order- used to indicate types, quantities, and agreed prices for products or services. It
is used to control the purchasing of products and services from external suppliers.
Receipt of sales- it records the purchase of goods or service.
Sales invoice- it includes the quantity of purchase, price of goods and/or services, date, parties
involved, unique invoice number, and tax information.
Check voucher- used in the preparation of payments to suppliers and vouching of expenses.
See this example:
Purchase Order
To
Customer #
Terms
Salesperson
Ship To
Ship Week Of

Order #

Delivery Via

Routing

Please Ship the Following Items as Specified

Item

Quantity

Description

Unit Count

Ordered

Total
Amount

Total

Special Instructions

Unit Price

Date

Approval Signature

Purchaser Signature
Title

Receipt of Sale
Date:

Sales Code:
Buyer:

Name:
Company:
Address:
City/State/Zip:
Telephone:
E-mail:

Payment Method:
___ Cash

___ Check (Check Number: ________ )

___ Account (#:

___Credit Card
Type:

Number:

Return

Quantit

-able?

Item #

Exp. Date:

Description

Unit

Discoun

Line

Price

Total

Total Discount
Subtotal
Sales Tax
Total

________________________

________________________

Buyer

Seller

Date

Date

Service Invoice

Service Invoice
October 22, 2016