Professional Documents
Culture Documents
In partial fulfillment of
The Requirements in
Strategic Marketing
Submitted by:
Umandap, Maria Jesza
Francisco, Lyka Mae
Ducot, Glyns
Benitez, Raymond
Submitted to:
Dr. Danilo Merais
September 2010
Table of Contents
I.Executive Summary ........................................................................................................3
II.Situation Analysis ...........................................................................................................4
2.1Competitor Analysis...........................................................................................4
2.2Company Analysis.............................................................................................4
2.3Customer Analysis ............................................................................................5
III.Target Market Situation .................................................................................................5
3.1 Segmentation ...................................................................................................5
3.1.1Georgraphic Segmentation .................................................................5
3.1.2Demographic Segmentation ...............................................................5
3.1.3Psychographic Segmentation .............................................................6
3.1.4Behavioral Segmentation ....................................................................6
3.2Market Needs ....................................................................................................6
3.2.1Historical Supply .................................................................................6
3.2.2Projected Supply..................................................................................7
3.2.3Historical Demand................................................................................8
3.2.4Projected Demand ..............................................................................8
3.2.5Demand and Supply............................................................................9
3.3Market Trends ...................................................................................................9
3.4SWOT Analysis ...............................................................................................10
3.4.1Strengths ...........................................................................................10
3.4.2Weaknesses ......................................................................................10
3.4.3Opportunities .....................................................................................10
3.4.4Threats ..............................................................................................10
IV.Market Strategy............................................................................................................10
4.1Marketing Mission ...........................................................................................10
4.2Marketing Objectives .......................................................................................11
4.3Target Market ..................................................................................................11
V.Market Positioning Strategy .........................................................................................11
5.1Product/Brand Strategy ...................................................................................11
5.2Distribution Strategy ........................................................................................11
5.3Price Strategy .................................................................................................12
5.4Promotion/IMC Strategy .................................................................................12
5.5Marketing Research ........................................................................................12
VI.Forecast and Budget ..................................................................................................13
6.1Projected Budget ............................................................................................13
6.2Sales Forecast ................................................................................................13
6.3IncomeForecast ..............................................................................................14
6.4Profitability Analysis ........................................................................................15
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I. Executive Summary
meat or meat substitutes. The word derives from the French pt. The meat is
compacted and shaped, cooked if applicable, and served. Patties can be eaten with a
knife and fork, in dishes like Salisbury steak, but are typically served in a sandwich
Chicks ni Mond created a new variety of patty which is made from chicken. It is not the
usual patty that we are used to but still delicious like a patty made from beef. The
company chose chicken to innovate patties because chicken are healthier than beef.
Beef have more fats than chicken. Chicks ni Mond creates two flavors of patties which
The paper will further discuss strategies to be retained and to be changed or added by
Chicks ni Mond Chicken Patties in order to reach a larger segment and portion of the
market.
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The company is forging ahead, blooming into a full-grown food manufacturing company
and making waves in the Philippine market. It is the food company that understands the
Chicks ni Mond are made from chicken, blended with the finest ingredients to give you
the highest satisfaction. These Patties are affordably priced and packed in
spanning nearly six decades of market leadership in the food industry. Purefoods
Tender Juicy Hotdog have different varieties such as Classic, Jumbo, Kingsize,
CDO beef patties are made from high-grade beef, blended with the finest
ingredients to give you the highest satisfaction. These Patties are affordably
CDO Hamburger Patties Regular and Mini are already available in Bulk Packs for
entrepreneurs that sell Hamburgers. These will surely give them higher income.
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II.3 Customer Analysis
Consumers today are so busy. They want an easy to prepare meals to match their
busy lifestyles. Chicks ni Mond noticed that needs so they created products that are
easy to cook. Their products are also affordable so everyone can buy it.
especially in cities.
and parents. These are the people who love to eat convenient foods.
Kids, twins and teenagers love to eat meat and fried foods. Parents are
also considered targets because they are the ones who bought food for
their family.
gatherings, birthday parties and fiestas where they can eat it like a pika-
pika style.
changing lifestyles. Parents want foods that are easy to cook and yet nutritious
enough to feed their families. Now, they can buy the nutritious and affordable food
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The table shows the historical supply since the year 2007 2009. There
2009.
Table 1
Historical Supply (Industrial)
Projected Supply for the year 2010 2012 is shown in Table 2. There will
Table 2
Projected Supply
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Year Units(container) Price Sales
Table 3 shows historical demand for the year 2007 2009. This demand
Table 3
based on industrial demand for beef patties particularly those in the price
thirty pesos.
Table 4
Projected Demand
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Year Units(container) Price Sales
for Chicks ni Mond Chicken Patties is 43 percent for the reason that it can
in the number of formal meals eaten and continued demand for foods which can be
eaten on-the-go by time-pressed consumers. Over the last decade, health has been
one of the main drivers of the global foods market, together with the trend towards
premiumisation before the effects of the economic recession were felt. Demand for
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healthy foods continues to increase, as a result of more people paying greater
Many competitors
reasonable prices.
one of the target markets of Chicks ni Mond Chicken Patties because they like fried
foods and meat. Parents are also considered as a target market because they are
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the one who are concern with the proper amount of diet for their children and also
nutritious food to our consumers. Chicks ni Mond will have two flavors which are
original flavor and spicy flavor so that consumers who love spicy foods will also buy
the product.
need of a rapidly increasing demand for such types of products. Chicks ni Mond
distribute their products to wholesalers and retailers. The quality products that Chicks
ni Mond distribute to their market allow the wholesalers and retailers to enjoy huge
according to their market. In this particular product which is beef patties, their target
markets are the class C so they put up a price that is affordable and still a delicious
product.
people who already tried the product. There will be fliers to be given to the people in
supermarkets so they will know that there is a new product being introduced.
research to make and develop products for their consumers. They knew that
consumers demands are changing so they have a research team to find out what
are the consumers needs and wants. Research is also a way to identify their
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VI. Forecast and Budget
VI.1 Projected Budget
The projected budget for Chicks ni Mond Chicken Patties is P 515,000. The
projected budget is allotted for the production of the product in every 1,000 pieces.
Table 6
Projected Budget
Ingredients 450,000
target share is based from the fact that the business has an increasing public
awareness.
Table 7
Sales Forecast
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Table 8 shows forecasted income for the year 2011 2013. Operating Expense
includes the salaries, rent and supplies of the company. The percentage of tax used
2011
Net profit margin after tax / sales = 3,036,103 / 8,239,890 = 37 %
Profit before tax / sales = 4,670,928 / 8,239,890 = 57 %
2012
Net profit margin after tax / sales = 3,732,366 / 9,887,850 = 38 %
Profit before tax / sales = 5,742,102 / 9,887,850 = 58 %
2013
Net profit margin after tax / sales = 4,196,550 / 10,986,510 = 38 %
Profit before tax / sales = 6,456,231 / 10,986,510 = 59 %
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