Lemon Square Cupcake Marketing Plan

7/23/2019 Lemon Square Cupcake Marketing Plan

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De La Salle-College of Saint Benide

2544 Taft Ave., Manila, Philippines 14

Marketing Plan

fo!

Le"on S#$a!e C$p Ca%e

S$&"itted &'(

B!'an Sol"a'o!Ma!% La)!en*e Al#$i!os+onie So"&ese

S$&"itted to(

M!. Si"pli*io P. "ali !.


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LM/0 SA+ CPCA

Company Background

Le"on S#$a!e3s o)ne! D$l*e had al)a's d!ea"ed of p!od$*ing the &est-tasting

and the highest-#$alit' *$p*a%es in the Philippines, and to "a%e these availa&le to

"illions of ilipinos at a ve!' !easona&le p!i*e. She had )o!%ed on the vision fo! Le"on

S#$a!e in he! *ollege thesis in 16. Le"on S#$a!e had its h$"&le &eginnings in 165

)hen it sta!ted to offe! lo*al *o""$nities a s"all sele*tion of ho"e"ade-st'le &a%ed

goods. Then ne)l'-"a!!ied D$l*e &egan &a%ing *a%es to sell to he! f!iends. 7o!d-of-"o$th soon &e*a"e the p!i"a!' d!iving fo!*e fo! he! *a%es as de"and )ent th!o$gh

the !oof. She and he! h$s&and !!ol soon had to &$' "o!e *a%e-"a%ing "a*hines, hi!e

"o!e people, in*!ease p!od$*tion and enhan*e its va!iet' to %eep $p )ith de"and and

to *ate! to the p!efe!en*es of the "a!%et. 8n 11, Le"on S#$a!e had to &$ild a la!ge!

&$ilding to a**o""odate its &oo"ing ope!ation. 8n 15, Le"on S#$a!e had to

tho!o$ghl' "ode!ni9e its ope!ations to %eep $p )ith the ti"es. 8t did so &' a*#$i!ing a

state-of-the-a!t &a%ing s'ste" that enhan*ed its p!od$*tion and effi*ien*'. Le"on

S#$a!e also adopted the latest pa*%aging te*hni#$es $sed &' &a%e!s the )o!ld ove!.

D$l*e3s passion fo! sha!ing f!eshl'-&a%ed, high-#$alit' goodies to he! *o$nt!'"en led

he! to e"&a!% on anothe! p!o:e*t, !ostings C$p*a%es. These !etail sto!es offe! the

&est-tasting *$p*a%es "ade and p!epa!ed $sing the sa"e high-#$alit' standa!ds

e"plo'ed &' Le"on S#$a!e. ;eaded &' D$l*e3s son !nest, !ostings C$p*a%es a!e

fo$nd in "a:o! "alls and depa!t"ent sto!es. !o" its "odest &eginnings, Le"on

S#$a!e has steadil' g!o)n in pop$la!it' and has e


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Company Mission and Vision

Vision

The Big => food *o!po!ation, as an ea!th food *!eato!, p$!s$e the vision of o!iginalit'

to *!eate tast',*onvenient, health' and tho!o$ghl' en:o'a&le food p!od$*ts f!o" the

&o$nt' of nat$!e?s goodness. The *o"pan' aspi!es to develop "a!%eting-leading &!and

a*!oss all o$! *hosen food *atego!ies fo! ne) "a!%et a!o$nd the )o!ld.

As a 1@ ilipino-o)ned Co"pan', Le"on S#$a!e attained its position &'

$nde!standing the tastes of its *ons$"e!s. !o" the ve!' sta!t, Le"on S#$a!e?s vision

of p!oviding people )ith deli*io$s 'et ine.

As a food "an$fa*t$!es, )e ai" to develop "o!e and "o!e satisfied and lo'al *$sto"e!&' no$!ishing the" )ith #$alit' food.

As an e"plo'e!, )e )ant o$! )o!%fo!*e to !e*ogni9e that *o""it"ent and #$alit', apa!tf!o" p!ofita&ilit', a!e essential to s$**ess.

As a ilipino Co!po!ation, )e desi!e to inspi!e "o!e ilipinos to esta&lish thei! o)n&$siness and p!ovide a good envi!on"ent that e


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SWOT ANALYSS

STR0T; - A st!ong &!and na"e is a "a:o! st!ength of Lemon s!uare. This

gives Lemon s!uarethe a&ilit' to *ha!ge highe! p!i*es fo! thei! p!od$*ts &e*a$se*ons$"e!s pla*e additional val$e in the &!and

The *$p*a%e &$siness has a la!ge ta!get "a!%et, *ate!ing to a va!iet' of ages and

gende!s and the!efo!e, the e


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"#ternal "n$ironment

C$sto"e!s

P!i"a!' ta!get "a!%et is the gene!al p$&li* 4 5 'ea!s old, so*ial *lasses AB, C, D

, f!o" %ids to teens to elde!s !ega!dless of "a!ital stat$sE Fa!ies f!o" )o!%ing

p!ofessionals to f$ll ti"e "othe!s, health-*ons*io$s people, to %ids )ho )ants to en:o'

eating *onvenientl' togethe! )ith thei! f!iends and loved ones

aten on*e a da' d$!ing sna*% o! "eal ti"es and *an &e sha!ed )ith the g!o$p, )hi*h

satisfies one3s appetite depending on the desi!ed flavo!.

ove!n"ent

D$e to the !ising *ost of !a) "ate!ials s$*h as flo$! and s$ga!, pa*%aging "ate!ials,

f$el, and ele*t!i*it' *osts, Big => finds it *hallenging to !ea*h its ta!gets sin*e Le"o

s#$a!e highl' depend on vol$"e to &e a&le to gene!ate good p!ofit. And the!e a!e no

*$!!ent legislations that help &!ings do)n the p!i*es of these &asi* *o""odities.

*ono"i*

The!e is an iss$e that the g!o)ing *ons$"e! spending fo! t!anspo!tation and

*o""$ni*ations att!i&$ted "ainl' to spending on *ell phone *a!ds )hi*h a!e eating into

the *ons$"e!?s li"ited disposa&le in*o"e. ;o)eve!, Big sees the *o$nt!'?s e*ono"i*

diffi*$lties *o$ld &e an oppo!t$nit' fo! g!o)th as "o!e *ons$"e!s t$!n to pa*%aged

&!ead, *$p*a%es and *oo%ies as alte!native ="e!ienda> "eals.


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Co"petition

The di!e*t *o"petito! of Le"on s#$a!e a!e )hen it *o"es to "a"on Le"on s#$a!e-a!e

also dist!i&$to! of d!' pa*%age goods .Le"on S#$a!e p!od$*ts have also &een pop$la!as =&aon> fo! s*hool %ids and as sna*% and desse!t ite"s in pi*ni*s and pa!ties .

P!od$*t Le"on S#$a!e Asso!ted C$p*a%es pa*% is a "o$th-)ate!ing sele*tion of so"e

o$! )ell-loved sna*% *a%es. 8t *ontains 1 pie*e ea*h of o$! signat$!e B!o)nies,

Cheese*a%e and C!ea" Ca!a"el sna*% *a%es, and 1 pie*e ea*h of o$! tast' Pandan,

&e, Mo*ha and B$tte!"il% sna*% *a%es.

Marketing

Le"on s#$a!e Big food *o!po!ationE p!ides itself )ith an effi*ient sales fo!*e thatens$!es nation)ide dist!i&$tion. The o$tlets &eing se!ved a!e as follo)s( )holesale,dist!i&$to!s, s$&-dist!i&$to!s, s$pe!"a!%ets, *onvenien*e sto!es, and g!o*e!ies. The

dist!i&$to!s handle the o!de!s of s"alle! !etaile!s and sa!i-sa!i sto!es. Le"on s#$a!e*$p*a%es a!e &eing adve!tised th!o$gh television and !adio. Big => food *o!p. !a!el'$ses p!ints and &ill&oa!ds to *o""$ni*ate othe!s p!od$*ts to *ons$"e!s. To na"e afe) of its latest television ads, so"e G-se*ond *o""e!*ials )e!e done fo! MondeMa"on, S%' la%es, ita, Bingo Pean$t B$tte!, and Bingo Cho*o Mint.

Market Segmentation

De"og!aphi*s

The de"og!aphi*s )ho pat!oni9e Pa*%age food espe*iall' *$p*a%es a!e people *o"ingf!o" the ABCD "a!%et and &!ands &eing p$!*hased a!e !elative to the so*io-e*ono"i*


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p!ofiles. Also, !esea!*h findings sho) that pa*%age foods a!e i"p$lse-&$'ing ite"s&e*a$se a pe!son needs not to thin% long to p$!*hase one. Cons$"e!s easil' s)it*hf!o" one &!and to anothe!. B!and lo'alt' is !a!el' seen in the pa*%age food *atego!'.

So*ial

The pa*%age food ind$st!', spe*ifi*all' *$p*a%e, is no) &eing seen as an alte!native fo!="e!'enda> and vie)ed as a health' so$!*e and s$&stit$te fo! fatt' foods. People )hoa!e into the Halte!native? lifest'le and )ho see%s a good lo)-in-*alo!ie sna*%s a!e theso*ial g!o$p that the &is*$it ind$st!' is se!ving.

Te*hnolog'

D$e to the in*!ease of *o"petito!s, te*hnologi*al *hange )as seen th!o$gh the *$ttingedge !esea!*h and develop"ent depa!t"ents *!eated &' these *o"panies to *!eateinnovative p!od$*ts to se!ve the ilipino *ons$"e!s &ette!. Mo!e va!iations a!e no)

p!esent to distin*tl' stand o$t f!o" *o"petition.

Target Market And Pro%ile

So*io-e*ono"i* *lass CD loo%ing fo! an alte!native and affo!da&le so$!*e fo!sna*%s. These a!e the people )ho a!e &$dget *ons*io$s and )o$ld *hoose val$e fo!

"one' FS high #$alit'. The "iddle *lass is an' *lass of people in the "iddle of aso*ietal hie!a!*h'. 8n )e&e!ianso*io-e*ono"i* te!"s, the "iddle *lass is the &!oadg!o$p of people in *onte"po!a!' so*iet' )ho fall so*io-e*ono"i*all' &et)een the)o!%ing *lass and $ppe! *lass

Be&a$ioral Segmentation

Le"on s#$a!e did a lo'alt' &ase &ehavio!al seg"entation. The' a*#$i!e ne)

*ost$"e!s and the' !etain thei! e


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P!od$*t Line

Cheese Ca%e - Le"on S#$a!e Cheese Ca%e is a delightf$l *heese-flavo!ed *$p*a%e

that3s !i*h in &$tte! and "il%. This Fita"in A and Cal*i$"-!i*h t!eat is a s$!e hit a"ongsna*% love!s eve!')he!e.

B!o)nies - Le"on S#$a!e B!o)nies is a !i*h and flavo!f$l f$sion of soft and *he)'

*ho*olate *a%e, thi*% *ho*olate f$dge and *!$n*h' *hopped pean$ts. Si"pl' deli*io$sI

Pandan Ca%e - Le"on S#$a!e Pandan Ca%e is a tast' pandan-flavo!ed *a%e that3s !i*h

in &$tte! and "il%. This is one t!eat that )ill s$!el' leave 'o$ *!aving fo! "o!eI

&e Ca%e - Le"on S#$a!e &e Ca%e is a *!ea"', $&e-flavo!ed *$p*a%e that3s oo9ing

)ith !eal goodness. 8t is a taste that )ill s$!el' !e"ind 'o$ of 'o$! *hildhood.

Mo*ha Ca%e - Le"on S#$a!e Mo*ha Ca%e is a soft and *!ea"' &$tte! *$p*a%e oo9ing

)ith !i*h, thi*% "o*ha, and st$dded )ith *ho*olate *hips. A pe!fe*t desse!tI

C!ea" Ca!a"el Ca%e - Le"on S#$a!e Cheese Ca%e is a delightf$l *heese-flavo!ed

*$p*a%e that3s !i*h in &$tte! and "il%. This Fita"in A and Cal*i$"-!i*h t!eat is a s$!e hit

a"ong sna*% love!s eve!')he!e.

Lava Ca%e - Le"on S#$a!e Cho*o Lava Ca%e )as le"ons s#$a!e?s fi!st &a%e at ho"e,

8t?s )o!% ha!d pe!fe*ting !e*ipe $sing onl' f!eshest ing!edients and nat$!al *ho*olate.

Product O()ecti$e

To p!od$*ed honest-to-goodness flavo!, )e $se to top-of-the-line te*hnolog' *o"&ined)ith the )a!"th and taste of ho"e-st'le &a%ing.

To find satisfa*tion in &!inging !eal goodness to eve!' p!od$*t )e "a%e. sing onl'

f!esh ing!edients, o$! &a%ed t!eats satisf' even the "ost dis*!i"inating taste &$ds.

Product Positioning


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Le"on S#$a!e ai"s to p!od$*e the &est-tasting and the highest-#$alit' *$p*a%es in the

Philippines, and to "a%e these availa&le to "illions of ilipinos at a ve!' !easona&le

p!i*e.

Product Strategy

The in*!easing de"and fo! halal-*e!tified p!od$*ts in the inte!national "a!%et

poses a h$ge oppo!t$nit' fo! the ASA0 *o""$nit'. 7hile the neigh&o!ing ASA0

"e"&e! states $nde!ta%e effo!ts to p!o"ote and develop thei! halal ind$st!ies, the

Philippines li%e)ise ta%es advantage of this advan*e"ent &' *a!!'ing on develop"ent

p!og!a"s fo! the ind$st!' th!o$gh the Depa!t"ent of T!ade and 8nd$st!' DT8E. The

Philippine

Lemon Square Cupcake Marketing Plan

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