Topics: Marketing, Sugar, Iloilo City Pages: 9 (1903 words) Published: August 3, 2011
I. Executive Summary1
II. Situation Analysis1
III. SWOT Analysis1
A. Strengths1
B. Weakness2
C. Opportunities2
D. Threat2
IV. Marketing Strategy2
A. Mission2
B. Market Segmentation3
C. Target Market5
D. Positioning5
E. Product Line5
F. Price6
G. Distribution Outlets6
H. Advertising and Promotion6
VI. Budget7
Proposed Budget Plan for Marketing Special Pulot7
VI. Implementation7
A. Complete the Marketing Plan8
B. Approving of the Plan8
C. Creating the proper layout design8
D. Create retail channels8
E. Advertise and Promote the Product8
F. Launching of the product8
G. Monitoring the performance9
VII. Controls9

I. Executive Summary

II. Situation Analysis

Eating sweets after meals are part of Filipino culture. Pulot is an Ilonggo heritage that was once popular but is now slowly forgotten. Pulot is made of muscovado sugar. The muscovado sugar or moist sugar is a dark brown and slightly coarser and stickier than most brown sugars and takes its flavor and color form its source, sugarcane juice. Muscovado sugar is liquefied to become the sweet dessert Pulot.

The sweet amber dessert was packaged quaintly in a piece of slender bamboo covered with dry banana leaf. It is sold in affordable prices depending in the size of the container ranging from five pesos to twenty pesos.

The basic market is not entirely aware of Pulot. Only those who have eaten in the restaurants like Breakthrough, and Tatoys’ are the one who knew this product. Pulot is only sold in Villa sold by local street vendors for restaurant customers as their dessert.

III. SWOT Analysis
A. Strengths

Pulot is a native product of Iloilo City, specifically in Villa, Arevalo. It is made from local products from ingredients to packaging. It could be infused with cassava, banana, kamote, ube and other native crops.

No expiration
Pulot is mainly made from muscovado sugar that is caramelized with a proportionate amount of water. Sugar is an incredible preservatives working in jams and jellies which apparently does not expire. And with its packaging made of bamboo stalk, keeps pulot from moisture to solidify and helps it stay in syrup.

B. Weakness

Low product knowledge and exposure
In today’s generation, there is a variety of desserts available in the market. Due to the existence of foreign products, we are forgetting the local delicacies that define our culture. The younger generations have little or even no knowledge of native delicacies; one of them is Pulot.

C. Opportunities

Market Expansion
Expanding the market will increase its productivity and exposure. Since Pulot is sold only in Villa, it could be sold in restaurants, Pasalubong centers and malls located in the city.

Cultural Heritage
Patronizing the local products will help preserve the unique Ilonggo traditions. Also, it is a way of enhancing the market for tourists.

Variety of Uses
Pulot can be used in different ways. It can be a dessert after meals; toppings for pancakes and pastries; sandwich spread; and ingredients for some delicacies. It could also be complimented with bananas, camotes, ube and other native products.

D. Threat

Existence of well known desserts
The existence of well known foreign and local sweets will post a great difficulty for pulot to enter the modern market.

IV. Marketing Strategy

A. Mission

Special Pulot aims to revive a part of Ilonggo culture in terms of dessert. The native treat exist to satisfy your sweet tooth with a new and attractive packaging design

Financial Objective
* To increase the sales by 10% for the first year of production * To sustain a research and development budget
Marketing Objective
* To increase the product awareness to younger generations B. Market Segmentation

The profile for the Special Pulot’s consumers consists of geographic, demographic, and behavior factors. Special Pulot has several target segment...
Continue Reading

Please join StudyMode to read the full document

Become a StudyMode Member

Sign Up - It's Free