Marketing Plan

Topics: Food, Marketing, Restaurant Pages: 11 (2289 words) Published: August 8, 2013
MARKETING PLAN
FOR THE PRODUCT

MALUNGGAY SIOPAO
AND
MALUNGGAY SIOMAI

I. EXECUTIVE SUMMARY
II. MARKET ANALYSIS
A. Market Statistics
B. Market Trends
C. Customer Segments

III. COMPANY ANALYSIS
A. Company Profile
B. Tangible Assets
C. Intangible Assets
D. Capabilities
E. Areas of Advantage
F. Key Success Factors & Weakness
IV. OBJECTIVES
A. Financial
B. Non-Financial
V. SEGMENTATION, TARGETING & POSITIONING
A. Target Market
B. Functional, Emotional, & Self- Expressive Benefits C. Price
VI. MARKETING STRATEGY
A. Positioning
B. Product/Service Attributes
C. Distribution
D. Promotion
E. Price
F. People
VII. BUDGET & CONTROL
A. Budget for Marketing
B. Key Marketing Control
* Customer Feedback
* Target Market Sales
* Budgeting
* Market Share

I. EXECUTIVE SUMMARY
This Marketing plan was created to launch a new product line of QRG Corporation. It is the Malunggay Siomai and Malunggay Siopao. The said company has come up with a healthy alternative malunggay leaves infused with our favorite quick snack siomai and siopao. The company aims to achieve unparallel success with this new innovation targeting classes C, D, and E who at the same way or another looking for healthy alternatives. This marketing plan is intended to present variable information on the growing numbers of dimsum products out in the market. This plan also showcases the numerous benefits one can get from eating malunggay dimsums.

II.MARKET ANALYSIS
MARKET STATISTICS
Figures have shown below the increasing number of siomai and siopao food carts/ retailers. They also see the promising business opportunity that these affordable and tasty street foods can offer. LOCATION| SIOMAI FOOD CARTS/RETAILERS| SIOPAO FOOD CARTS/RETAILERS| NCR| 25,000+| 7,000+|

LUZON| 30,000+| 16,000+|
VISAYAS| 5,000+| 2,000+|
MINDANAO| 4,000+| 1500+|

Moreover according to the National Statistics Office (NSO) the population aged 15 years and over was estimated at 63.7 million in January 2013.  Of the estimated 37.94 million employed persons in January 2013, majority (54.1%) were working in the services sector.  Among the workers in this sector, those engaged in wholesale and retail trade; repair of motor vehicles and motorcycles comprised the highest percentage (18.9% of the total employed). Those who worked in the agriculture sector comprised the second largest group making up 30.4 percent of the total employed while workers in the industry sector made up the smallest group registering 15.5 percent of the total employed.  Workers in the industry sector were mostly in the manufacturing and construction sub-sectors, comprising 8.3 percent and 6.0 percent, respectively, of the total employed. Among the major occupation groups, laborers and unskilled workers constituted the largest group making up 32.8 percent of the total employed in January 2013. 

These figures are relatively sufficient for our target market covering the Professionals from mid 20s to 50s. Wage workers and laborers, Students, and Classes C,D and E markets, both Males and Females.

Figures above indicate the most populated regions in the country thus this is where we’ll focus our position.
MARKET TRENDS
Siomai and Siopao became a food trend nowadays as these can be evidently seen by the growing numbers of food cart stalls stationed almost every crowded areas in the metropolis and nearby provinces. These dimsum products are very affordable and very convenient to eat. Siomai can be eaten with rice, fried, steamed, with additives like chili garlic for those who loved spicy foods. Siopao can also be fried or steamed. It’s a quick snack thus loved by most students, professionals on the go and classes C, D, and E. More so this has become a food trend that is...
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