St.

Paul University Manila

College of Business Management Entrepreneurship
680 Pedro Gil St. Malate 1004, Philippines

A Marketing Plan with a Heart for:

Submitted by: The Crafty Trio

Business Unit Head: Penelope Clare Marie L. Punzalan

Bus. Unit Members: Castro, Gia Carla DL.
Santos, Justine Cloie DC.

BSBA-MM 3

I.

Executive Summary

Advocaf is a non-profit, social enterprise started by Benjamin

Abadiano, the first Filipino to be named as one of Asias emergent
leaders by the Ramon Magsaysay Foundation. He started a caf
whose 100% of earnings are dedicated to funding educational,
livelihood, and environmental needs of the indigenous people
living in the humble provinces like Benguet, Naujuan Mindoro, and
Davao Mt. Apo. These IPs learned how to cook, serve coffee,
prepare and bake breads after finishing as scholars of Abadianos
IPLED
(Indigenous
Peoples
Leadership
and
Enterprise
Development Academy) program. The IPs who graduated must
dedicate at least a year of service to one of the cafs branches
after their graduation. It is not a mode of compensating but a way
to gain experience in the field. After their service time, they are
free to continue or follow another path.
To this day, the caf and its advocacy have been featured in CNN
Philippines and have published features articles in Philippine Star
and Sunday Inquirer Magazine. It is also open to people who wish
to do volunteer work in order to help the indigenous community.

II.

Situational Analysis

The 5Cs:
Company
Company Name: Advocaf
Founder: Benjamin Abadiano
Store Location: Ground Floor, Ramon Magsaysay Commercial
Complex, Dr. F. Quintos Street, Malate, Metro Manila
Initial Capital: P 600,000.00
Specialties: Coffee and drinks, breakfast, lunch, and dinner food.
Cuisine Type: Multi-cuisine
Culinary Team: Indigenous Youth

Vision: A social enterprise that combines high quality business

with a strong sense of social responsibility.
Goal/ Mission: 100% of the net income will support the
Indigenous Peoples initiatives on: Partnership and Capability
Building, Livelihood, Education for children and youth, and
Environment: Climate Change Adaptation.
Main Problem/Concern: Advocaf has to make sure they gain
profit well in order to sustain their charity work for the IPs.

Customer
Advocaf openly welcomes coffee shop lovers who enjoy specialty
coffee and food. Their products are open to most age groups
(children to elderly market).

Collaborators
Advocaf has managed to form partnerships with different
institutions like:

PAMULAAN Center for Indigenous Peoples Education- an educational

institution dedicated to the indigenous peoples in the Philippines. The first
of its kind in the country, its main thrust is to create culturally appropriate
and relevant pathways of TRAINING and FORMATION for the indigenous
children, youth, community leaders, and development workers

TUGDAAN Mangyan Center for Learning and Development- an educational

institution dedicated to serve the 8 Mangyan tribes of Oriental and
Occidental Mindoro;
a response to the clamor of the Mangyan people for a kind of education
that would equip them to pursue their own development in within their
culture, dreams and aspirations in life. It was established in 1989 by the

Mangyan-Alangan in partnership with concerned individuals, institutions

and volunteers.
Assisi Network of IP Community Schools - AETA Communities in
Kalangitan, Tarukan, Manabayukan, Capas, Tarlac and Quirino and Lumad
Communities in Mindanao

Ramon Magsaysay Awards Foundation

Context
Advocaf has its main branch in Malate, but it has expanded to
other places within the Philippines. The other coffee shop
branches are found in Mendiola, Baguio, and Davao.

Competitors
The point of comparison is the similarity of products, location
proximity and if it is also a Philippine-based brand. Advocafs
main competitor within the area is Figaro Malate Bayview
Branch.

III. SWOT ANALYSIS

IV. Market Analysis: Segmentation

Targeting
Advocafs target customers are the young and elderly individuals
who enjoy drinking coffee and eating healthy food at reasonable
prices.

For their advocacy, they aim to specifically help the people in

indigenous communities who cannot afford to sustain their
education or livelihood.

Positioning
Advocaf is a non-profit and social enterprise in
support to the Indigenous Peoples efforts for
sustainable living.

IV.

Tactical Plans
Add a set meal in the menu.
Improve the promotion of their membership
card by creating a print advertisement that can
be placed within the store.
Redesign tip box appearance to attract customers to give,
thus collect extra funds.

Explanation
The junior consultants opted for low cost promotional material
and menu display. Since the company is a non-profit caf whose
earnings go directly to the IP communities, they should not spend
too much on advertisement or other expenses.

Proposals, Budget, and Time Frame

The membership card promotion will be done using a simple table-top

display made of paper. It will be placed on the cashier area.
Estimated Budget: P 30-50 pesos
Time Frame: January 2017- December 2017

The tip box

Smile
project. The
requested
of their skills is weaving. The cost will only come with
the front area.
Estimated budget: P5 -10 pesos
Time frame: January 2017- December 2017

will be called as:

because you helped
box itself can be
from the IPs since one
the printed sticker in

The

menu for combo meals can be a single page and be displayed next to the
cashier area. The combo meals help the people with convenience and it is
cheaper instead of buying food items separately.
Estimated budget: P 100 pesos
Time Frame: June 2017 December 2017

V.

Marketing Collaterals

VI.

Photos

- Interview with Ms. Princess Fabillar, the cafs volunteer

bookkeeper and Mr. JP, a caf staff and a recent graduate
from Advocafs education program.
Wall of graduate scholars

Store dcor and interior

2nd day visit and some of the stores products

Advocafs Website

References
http://www.advocafe.com/index.php
https://www.culturalsurvival.org/ourpublications/csq/article/indige
nous-peoples-ancestral-lands-and-human-rights-philippines
https://www.facebook.com/Advocafe-121460004536982/