Professional Documents
Culture Documents
Campoid, Remelyn C.
Gayacan, Darie Shaine S.
Gemota, John Ramar S.
Maloto, Krystalle Heaven S.
Tan, Kassy Michael B.
I. THE BRAND
Take Root is a Makati-based, junk-free snack company founded by two young entrepreneurs
named Aaileen Payumo – Whisnant and Monica Mendiola in 2014. This idea of establishing
organic and healthy products originated when the both them contracted very similar auto-
immune disorders, which later caused them to reassess their lifestyles and introduced them to
the world of healthy eating. Their discovery in creating an all-natural snack product that would
be safe for their condition without sacrificing their diet and the delight of eating delicious food
were influenced by the wealth of health food stores, juice bars and organic restaurants in New
York.
The product comes with originality, great taste, as well as high-quality packaging—inside is food
that can heal the body naturally and provide a better and healthy alternative for all ages. In
2017, Take Root was given the recognition it well deserved by nabbing a Katha Award in the
International Food Exhibition Philippines (IFEX), the country’s largest international food trade
exhibition for specialty food by winning the Best New Product in the snack food category,
topping thousands of other products.
Being now able to extend its sales in different branches, Take Root is now available in retail at
locations such as Rustan’s Supermarket, SM City branches, Salad Stop!, and Kultura, to name a
few; and it has even made its way all the way up to Green Common in Hong Kong. Due to the
massive retailing opportunities, Take Root has become more accessible to everyone who is
eager to experience the original taste of healthy snacks.
II. MISSION STATEMENT
Take Root envisions itself as an agent in promoting healthy living while protecting life by
making plant-powered snacking fun and providing delicious snack options for Filipinos.
III. Positioning Statement
For the health nut seeking good, high-quality health food that nourishes the body and the soul,
without having to sacrifice the excitement of having a great meal for healthy eating. Take Root
is the brand that caters without any disadvantages and will become the stepping stone on your
journey to become a fitter, healthier, and overall, happier you. Unlike the traditional “healthy”
food which usually puts off the average everyday person, Take Root’s products are pack-full of
nutrients that will help aid your body’s healing process while being able to satisfy your cravings
and your daily snacking habits; furthermore, Take Root has a heart and passion for delicious
food and healthy eating, so the client came up with the brilliant idea to combine both. The
brand stays true to its roots, promoting healthy eating habits while sharing the story of how it
came to be, and as the co-founder say, let good habits take root.
IV. The Product/s or Services
Take Root’s Kale Chips stood out for their originality, great taste, nutritional benefits and
high-quality packaging. The first of its kind in the Philippine, these vegan, gluten-free chips
are made from pesticide-free kale grown by small, family-run farms in Cavite and Benguet
and contain no preservatives, added oil or sweeteners. Take Root kale chips are made over
a 12-hour process; each leaf is carefully picked, washed, and undergo the process of drying.
This process produces over low temperatures and retains nutrients without sacrificing its
tastes. Take Roots’s kale chip snacks come from different flavours such as Vegan Cheeze,
Sour Cream and Chive, Garlic bread, Balsamic Vinaigrette and Margherita Pizza Flavor. We
also sell granola (Burnt Honey Almond with Cranberries, Banana Bread with Flaxseed,
Champorado), Homemade Peanut Butter Bliss Balls and Dark Chocolate Brownie Bliss Balls,
Chewies like Dark Choco Banana Chewies, and Banana Chewies, Love Trail Mix, and Banana
Cacao Trail Mix, and lastly, our very own Rooted Bars mainly like Tropical Cashew Cookie
Rooted Bars, Cacao Roasted Almond Rooted Bar, and Energy Bars like Apple Pie Energy Bar,
and Kale Coconut Energy Bar.
As of today’s social media is very influential and informative, Take Root cannot only be
accessible in markets, stalls, and branches but also, the client take orders online for those
who lack in time in doing groceries. The Client’s Instagram, Facebook and official website
are all updated with our latest trend for any season at all time. Take Root also provides
feedback section in our website which shows the testimonies of all individuals who tried to
Take Root and their experience as they try our snacks.
V. SITUATIONAL ANALYSIS
DEMOGRAPHIC
Urban area is a busy setting where a lot of people make a living. Most often,
employed individuals go rush to log in a-8 am work and not be trapped in heavy
traffic. Malls, restaurants and stalls are often found here that is why, the client
chose to bring take root products in location because this is where a lot of young
professionals are active and most likely resides.
GEOGRAPHIC
The target market of our products are those individuals who belong and qualified
into middle and upper social class specifically, the young professionals.Young
professionals described by the metro edge organization are people between the
ages of 21 and 40. Most preferably, the client will target unmarried (single)
individuals in any gender. Commonly, these young professionals are working in
companies, institutions or organizations with high expectations of work and
management.
PSYCHOGRAPHIC
As they are called to be professionals, they live in a venue of work where there
are a lot of demands and expectations of labor. They can be seen as competitive
and diligent to give a high- quality effort to fit in the standards of the
organization they’re in. Being hectic, a lot of them are primarily losing the time to
look after their health and healthy lifestyle. Thus, being prone to illnesses and
poor immune system are high. And by that, having Take Root snack chips is a
wise idea to have for those individuals who lacks time of taking care of their
selves because of the schedules but still wanted to keep their body fit and
healthy as well.
Competitor Analysis
TAKE ROOT
VI. Marketing Activities
Activity 1
Description:
The main objective of this Mangrove Tree Planting Activity in partnership with the LGU
of Leganes, is to get more people involved when it comes to saving and preserving the
environment especially focusing on the marine ecosystem which can also help in water
and air purification, while also promoting better sales for Take Root products. For each
person who has participated in this activity, a Mangrove Tree will be planted and named
by the participant, through this, we are celebrating the spirit of Valentine’s Day by not
only showing love to yourself by purchasing the products of Take Root which can
nourish the body and kick-start your health, all while also giving back to our
environment by planting tree which can also help it heal. We believe that the more we
put out love to the world, the more we receive it— and in this case, we love ourselves
while loving the planet we live in.
Mechanics:
1. For every purchase of any Take Root Full Hearts Gift Box (290 Php), the
customer will receive a stamp card that will be marked for every product
purchased.
2. Upon the receiving the official Take Root stamp card, the customer is now
qualified to join the “You Have Roots Here Now, Grow With Us.” campaign and
will be able to redeem a sticker from any Take Root branch, counter, or online
for every product purchased.
3. Once the purchase has been made, the customer will now be able to attach the
sticker to the stamp card and can collect more stickers in accumulated purchases
of Take Root products until the stamp card is completed.
4. When the stamp card has been completed, the customer will now be able to
present it to any branch, counter, or online (via direct messaging through
Instagram or Facebook) and upon approving the legitimacy of the presented
stamp card, each customer will receive a different verification code that they will
be able to enter in the official campaign page that will be found as soon as you
open the Take Root website (www.takeroot.ph).
5. After entering the verification code, the user will be now redirected to a
registration page that will require him/her to enter basic information such as full
name, gender, birth date, address, and contact number or email address. This
information will be submitted and sent to the organizers of the campaign
program.
6. The customer will receive an invitation to the event via e-mail, he/she will have
full discretion whether or not to attend and participate at the event as long they
respond to the e-mail before the given RSVP.
Activity 2
Description:
We believe that our body is our best possession. Thus, we are responsible for
maintaining it fit and healthy throughout our lives. However, some instances will put us
in a situation where we will be challenged because of illnesses we can’t avoid. And to
those who bravely fight back with their conditions, Take Root will serve as a medium
for them to share their story and inspire people on how they overcome their condition.
Take Root Philippines will organize “In Sickness and in Health” social media campaign
with the hashtag #takerootstory in connection with the love month. This will serve as a
medium for our loved ones who had a unique and inspiring story of having health-
related illnesses and been courageous to survive. And since social media has been
influential, they will post their story in their facebook account with the official
#takerootstory.
VII. Budget
Estimated Budget:
o Number of Sales
o Number of participants for the mangrove tree planting activity
o Number of seedlings
o Cost of expenses
o Number of likes/reacts
o Number of comments
o Number of shares
o Number of sales
o Number of participants
o Cost of expenses