Marketing Plan Tanduay Ice

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University of Santo Tomas
College of Commerce and Business Administration

A Marketing Plan for

Tanduay Jell-O Shots

Submitted to The Marketing Department

In Partial Fulfillment of the Requirements for the Degree of Bachelor of Science in Business Administration Major in Marketing Management

By: Diestro, Fausto Louis Adrian D. Mendoza, Zahra Jane C. Carido, Juan Paolo J. Turla, Jessel Anne Joy N.

4M7

June 2012

ii
APPROVAL SHEET

This Marketing Plan for

Tanduay Jell-O Shots

Prepared and submitted by: Diestro, Fausto Louis Adrian D. Mendoza, Zahra Jane C. Carido, Juan Paolo J. Turla, Jessel Anne Joy N.

has been approved and accepted as partial fulfillment of the requirements for the Degree of Bachelor of Science in Business Administration, Major in Marketing Management.

__________________________ Prof. Real So Adviser

Approved by the Panel on Oral Examination with a grade of _____ on _____________________________.

_________________________ Examiner

_________________________ Examiner

______________________________________ Asst. Prof. Ma. Paula Joan Tiongco-Bautista Chair, Department of Business Administration

iii
CERTIFICATE OF ORIGINALITY

We hereby declare that this submission is our own work. To the best of our knowledge and belief, it contains no material previously published or written by another/other person(s), nor material to which a substantial extent has been accepted for award of any other degree or diploma of a university or other institute of learning, except where due acknowledgment is made in the text.

We also declare that the intellectual content of this Marketing Plan is the product of our own work, even though we may have received assistance from others on style, presentation, and language expression.

Diestro, Fausto Louis Adrian D. Mendoza, Zahra Jane C. Carido, Juan Paolo J. Turla, Jessel Anne Joy N. (Candidates) Date: ____________________

Prof. Real So Adviser Date: ____________________

v

TABLE OF CONTENTS Page Title Page Approval Sheet Certificate of Originality Acknowledgements Table of Contents Summary of Tables Summary of Figures Summary of Appendices I. Executive Summary II. Scope and Limitations III. Study Background 1. Company profile A. Brief history B. Mission/vision C. Product/service offerings D. Selected product/brand E. Selected product/brand extension IV. Market Situation Analysis 1. Macro-environment A. Economic B. Political-legal C. Socio-cultural D. Demographic E. Technological 2. The market A.Growth and trends B. Industry participants i ii iii iv v vi vii viii 1 2 3 3 3 4 5 5 7 8 8 8 10 11 12 14 16 18 19

vi SUMMARY OF TABLES

Number

Description

Page

2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 3.11 3.12 4.1 4.2 4.3 5.1 5.2 5.3

Historical Demand Projected Demand Historical Supply Projected Supply Historical Demand and Supply Analysis Projected Demand and Supply Analysis Projected Sales Market Share of Industry Players Merchandising Costs Furnitures and Fixtures Office Supplies Office Equipments Vehicle Transportation Utilities Marketing Costs Waste Disposal Monthly and Yearly Salary Employer Contribution for Employee Benefits Total Project Cost Production Cost per Unit Breakdown of Total Project Cost Projected and Expected Annual Sales Salaries and Benefits Paid Annual Income Taxes Permits and Licenses

16 18 19 20 20 21 21 22 60 65 66 68 68 69 69 70 71 72 73 73 75 77 78 91 91 92

vii SUMMARY OF FIGURES

Number

Description

Page

2.1 3.1 3.2 3.3 3.4 3.5 3.6 3.7

Value Equivalence Line Product Dimensions Map Location of S.A. Goldon Summary of Production Process Process Flowchart of Wet Tissue Production Flow chart of Quality Check Process of S.A. Goldon Defective Products Control Process of S.A. Goldon Process Flow Chart of Transferring Goods from TPM to Company

23 39 40 45 46 48 48

49

3.8

Process Flow Chart of Company Transaction with...
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