Mktg Plann Final Page
Transcript of Mktg Plann Final Page
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I. Introduction and General Description of the Business
The company was basically formed to obtain one specific goal that is to
reduce ravages and generate dynamic and functional goods/products by means
of these waste materials. In other words recycling, that is where we got our
companys name, Recycle Bin Company The name was given by the great
grandmother of Keesha Fernandez Pia (Chairman/President of Recycle Bin),
Maria Leonora Theresa Alonzo Y Realonda (founder of the company). The lady
was a pure blooded Espanola. A few years after she establishes Recycle Bin, she
had a stroke and died at the age of 63, her spouse continued her legacy from
generation to generation. Few years back, it never really got the chance to boom
in the market, so Keesha Pia rummaged around for investors who can help
expand and develop their family business. Now, Recycle Bin has five owners,
named Arve Salada (Vice President for Internal and External Operations), Ian
Bornes (OIC for Financial Department), Janine Alambatang (OIC for Marketing
Department), and lastly Marianne Brilliantes (OIC for Production Department).
Recycle Bin is currently diversifying their product and taking every chances and
risk to be successful in their industry.
Mission:
We aim to raise the awareness of the recycling benefits for both
the environment and the challenges our environment is facing together
with the value added to the industries products through using the recycled
materials.
Vision:
It is our goal to make recycling so convenient and easy that
nothing with recycling value gets thrown into the landfill.
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II. Marketing Objectives
1. Growth in company revenues and earnings. Such as, 15 percentgrowth in revenues and earnings within the next 12 months.
(Financial)
2. To lower cost in respect to competitor pricing to attract a new classof buyers and to introduce a new product line to appeal to a
broader demographic. (Sales & Marketing)
3. Reduce the number and frequency of customer returns andcomplaints and improve response time of client inquiries.
(Customer Service)
III. SWOT Analysis
Fig 1.1 Swot Analysis Tabular Form
Strengths
y Recycle Bin products areunique and attractive.
y Made from relatively goodquality pre-loved denims.
y Less cost of productiony Affordable
Weaknesses
y Recycle Bin products that aremade out from used denim jeans
are not waterproof.
y The smell of the recycled rawmaterials is to be considered.
Opportunities
y The Recycle Bin products can beused in different occasions
y The manufacturer produces thepre-loved denims in good quality.
y If the consumers will like our bags,Recycle Bin will continue to
operate in the coming years.
Threats
y The customer wouldnt buy ourproducts because the image of our
products are of being recycled.
y Designs may not be able to appealto the market overtime.
y Competitors may launch a similarproduct and sell it on a lower
price.
y Raw materials are not alwaysavailable.
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Minimize Weaknesses:
- Provide scents to eliminate the smell of the recycled raw materials.
Eliminate Threats:
- Will launch new designs every month.- To set standard of the recycled product that would result to attract
buyers.
IV: State of the Market
A. Target MarketThe target market of The Recycle Bin Company are people from Cagayan
de Oro City who are willing to buy recycled things.
The geographical location of the market will be initially be Cagayan de Oro
City which have over 553,966 people including living mainly in an urban setting.
The demographic of the market is approximately 70% female and 30%
male, primarily between the ages of 10 and 60, (teenagers, studying age, young
adults, employees and aged people and has an income of over Php 80,000 -
100,000 per year.)
The psychographic qualities of the market are middle or upper class
citizens who hold quality in higher esteem than price and anchored in popular
culture, inclined for differentiation and sophistication, very open minded and
quick maturation with our products. Their lifestyle is most of them are dependent
on parents, highly influenced by peer groups or other people, active in life, give
importance in school, work, social life and especially environment.
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B. Market Potential
Market Share
Etniko Filipino
35%
SouthPhils
Handicrafts
45%
The Recycle Bin
20%
Fig 1.2 show the market shares
Total Demand & Supple 50,000
Southphils. 22500
Ethniko 17500 40000
G AP (Market Potential) 10000
C. Market AreaOur market area is within the premises of Cagayan de Oro City
specifically, in the Divisoria area. (See Appendices for the map location)
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V: Marketing Strategy
A. Product Strategy Description of the product
Characteristics 1 2 3 4 5
Size 3
Color 3
Durability 3
Shape 3
Design/ Style 3*Note: 1 is the lowest and 5 is the highest
Comparison of the productCharacteristics
Competitors Size Color Durability Shape Design/
Style
South Phils Handicrafts 3 3 3 3 3
Etniko Filipino 3 3 3 3 3
Note: 1 is the lowest and 5 is the highest
Product lineRecycle Bin has designed a product line that will create
positive impression in the market today. That our product line are
made out from recycled materials such as used denim jeans and
tarpaulins. These materials are converted into coin purse, bags,
wallet and any possible product to make. This plays a positive role
in our environment for it contributes to the minimization of
garbage/ wastes and promoting the use of recycled products. As
the designs are unique and eye-catching to draw the curiosity of
the use of recycled products. The unique product qualities include
our focus on both environmental conservation and maximizing the
use of recycled products.
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PositioningThe product of Recycle Bin will be positioned as product that is
environment friendly. This method of positioning would involve to
promote recycling materials and to use the recycled materials as
well.
Packaging
Our Logo:
Our logo is originated from the symbol of 3Rs (Reduce, Reuse, Recycle).
Our explanation is that we should embrace recycling in our environment
as well as our environment will also benefit from it.
Recycle Bin products are sold in recycled packaging (made out from
used tarpaulins) in order to reflect the companys ethical stance on
reducing garbage or wastes.
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B. Place/Distribution StrategyOur store is located at the center of Cagayan de Oro City, the Divisoria for
the direct selling of our products. Since our store is located at the center of the
City the transportation and distributions of our products by land will be easily
contractible in any place of the City.
The Recycle Bin is to be distributed through these channels: online and
direct selling.
Online Selling
Customers can order online through our Facebook fan page and
Tumblr account. They can choose from the featured products and they
can place their orders via E-mail. For orders in the vicinity of the city
(Cagayan de Oro), we deliver for free. For orders outside the citys
premises, shipping fee will be charged to the customer to be paid through
our bank account.
Direct Selling
Customers can visit our store located at Divisoria at the same we
sell it directly through to our friends, family and relatives.
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Customer Service
y The company sees a direct link between customer satisfaction andcustomer loyalty.
y The company believes that employee satisfaction leads to customersatisfaction.
y Employee are trained to connect with customer and focus on customerintimacy
o Greet customer with a smileo Enthusiastically welcome customer into the store.o Establish eye contacto Try to remember customers name and orders if they are
frequent customer.
C. Promotional StrategyPersonal Selling
Our Products will be display at our outlet at Divisoria. That
costumer would be enticed to visit our outlet. At the same time, Recycle
Bin employees will have a chance of sales talk personal communication
among the customers. Sales message is customized to meet the needs
of the customer and to respond directly to customer questions and
concerns.
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Non Personal Selling
The promotional outputs will convey the clear message that Recycled
Jeans and Tarpaulins can be made out of bags, wallets and coin purse for
people who simply enjoy the fashion.
Sales Promotion
The devices used in sales promotion include coupons, samples of product
and displays.
**Example Coupon
Public Relations
The established sites are made for the public. It is an online publication
and information that recycled jeans and tarpaulins can be made out of bags,
wallets and coin purse for the people who simply enjoy the use of recycled
products.
OUTPUT Examples
Internet Promotional Website:
Facebook fan page:
www.facebook.com/TheRecycleBin
Tumblr:
www.TheRecycleBin.tumblr.com
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Product Placement
The Recycle Bin is a recycling company who converts recycled materials
into a new form of product. To its tagline of The Recycle Bin: Were Natures
Bestfrind
Publicity
The exposure to environmental conferences/seminars and news to make
the general public aware about the recycled jeans and tarpaulins that can be
made out of wallets, bags and coin purse. Then tarpaulins can be made out as a
packaging for our finished product.
Guerilla Marketing
Month Activities Objectives Budget In-Charge
June 17 Product
Launching
To introduce
the product to
the target
market
Php200 Janine
Alambatang
Online Store
launching
To promote
the product to
online
community
Php10 Marianne
Brillantes
Aug 17 Promotion of
New Inventory
of the Products
To reintroduce
the products
Php50 Ian Bornes
Oct 17 Launching of
New Designs
To attract new
customers
Php200 Arve Salada
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Dec 17 Inventory Sale To reduce
inventory to
zero
To feel the
spirit of
Christmas
Php20 Keesha Pia
Jan 18 Direct Selling To continue
the selling
activity
Ian Bornes
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D. Pricing Strategy
**Pricing schedule for the bags
MATERIALS
Direct Materials Unit Cost
Thread P 20.00
Buttons 8.00
Zipper 15.00
Designs 20.00
Total Cost P 63.00
Indirect Materials
Scissors P 30.00
Marker 5.00
Ruler 12.00
Needle(s) 15.00
Total Cost P 62.00
Total Cost of materials P 125.00
Labor
Sewer P 50.00
Total labor cost P 50.00
Overhead
Electricity P 20.00
Total overhead cost P 20.00
Total production cost per unit P 195.00
Mark up profit margin 23%
Actual Price P 240.00
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VI: Post-purchase Services
To have post purchase services, The Recycle Bin will have promos,
discounts, or if possible buy two bags take one coin purse for free.
***Pricing schedule for the coin purse
MATERIALS
Direct materials
Threads P 3.00
Buttons 2.00
Zipper 8.00
Total direct materials cost P 13.00
Total materials cost
Labor
Sewer P 10.00
Total labor cost P 10.00
Overhead
Electricity P 5.00
Total overhead cost P 5.00
Total production cost per unit P 28.00
Mark up profit margin 25%
Actual Price P 35.00
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VII: Sales Forecast
Table I. Sales Forecast of bags
April 2012 May 2012 June 2012
Units finished 80 90 100
Percentage of
units sold
80% 90% 93%
Units sold 64 81 93
Price P 240 P 240 P 240
Sales P 15,360.00 P19,440.00 P22,320.00
Table II: Sales forecast of coin purse
April 2012 May 2012 June 2012
Units Finished 100 150 200
Percentage of
units sold
80% 90% 93%
Units Sold 80 135 186
Price P 35 P 35 P 35
Sales P 2,800.00 P4,725.00 P6,510.00
VIII: Marketing Budget
First Month Second Month Third Month Total
Fliers P 100 P 70 P 50 P 220
Posters 200 150 125 475
Online
Programs
200 200 200 600
Development
and
Maintenance
1500 1500 1500 4500
Total P 2000 P 1920 P 1875 P 5795
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IX: Social and Environmental Responsibility
In most of the world, we do one of two things with our ordinary garbage:
burn it or bury it. Neither one is good for us or for the environment. Burning
garbage in incinerators releases dangerous gases and dust which contribute to
global warming and pollute lakes, forests, oceans and cities half a world away
from where they originated. There are wide ranges of materials out there that
cannot be used anymore and instead left us with the burn-or-bury option As a
result; alternatives to the burn-or-bury option are increasingly attractive. And as
a concerned citizen, we came up to promote recycling used materials and
convert them into a whole new recycled product as well. These products are
from used jeans and tarpaulins which are converted into bags, wallets and coin
purses with designs. The Recycle Bin Company addresses the following solutions:
y We shall design, produce and sell products that reduce the impact ofgarbage issues on our environment.
y We shall only purchase and use materials and products which will helpreduce the impact of garbage issues on environment.
y We shall disclose information related to recycling programs and recycledgoods.
y We shall voluntarily cooperate with customers to recycle or otherwiseappropriately dispose of our products.
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X:Action Plan
A. Gantt Chart
ActvitiesThree Months projection (June to August 2012)
June July August
Gathering of Raw
Recycled Materials
(used denim jeans and
tarpaulin)
Product Launching
Opening Online Store
Launching of new
designs
Manufacturing of the
product
Advertising
Direct Marketing
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XI. APPENDICES
Curriculum Vitae Sample Survey Form Survey Results Internet Site Screen Shots Tagline Map Location Poster
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CURRICULUM VITAE
Your Contact Information
Name: Janine Kaye M. Alambatang
Address: Flores Subd., Sumpong, Malaybalay City, Bukidnon
Telephone: (088)0813-2933
Cell Phone: 09168268712/ 09154601993
Email: [email protected]
Personal Information
Date of Birth: January 15, 1993
Place of Birth: Malaybalay City, Bukidnon
Citizenship: Filipino
Status: Single
Gender: Female
Education: (Include dates, majors, and details of degrees, training and
certification)
Elementary School: Bukidnon State University (2000-2006)
High School: Bukidnon National High School (2006-2010)
College School: Xavier UniversityAteneo de Cagayan (2010-2014)
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CURRICULUM VITAE
Your Contact Information
Name: Arve C. Salada
Address: Purok 1,Gusa, Cagayan de Oro City
Telephone: N/A
Cell Phone: +639263660926
Email: [email protected]
Personal Information
Date of Birth: December 17, 1993
Place of Birth: Northern Mindanao Regional Hospital, CDO
Citizenship: Filipino
Status: Single
Gender: Female
Education: (Include dates, majors, and details of degrees, training and
certification)
Elementary School: Corpus Christi School (2000-2006)
High School: Capitol University (2006-2010)
College School: Xavier University Ateneo de Cagayan (2010-2014)
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CURRICULUM VITAE
Your Contact Information
Name: Keesha F. Pia
Address: 10-20 Nazareth Subd., Cagayan De Oro City
Telephone: N/A
Cell Phone: 09177140401
Email: [email protected]
Personal Information
Date of Birth: October 1, 1992
Place of Birth: Zamboanga City
Citizenship: Spanish
Status: Single
Gender: Female
Education (Include dates, majors, and details of degrees, training and
certification)
Elementary School: St. Joseph School (1999-2005)
High School: Western Mindanao State Unversity (2005-2009)
College School: Xaver University Ateneo de Cagayan (2010-2014)
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CURRICULUM VITAE
Your Contact Information
Name: Ian B. Bornes
Address: Macanhan, Carmen, Cagayan de Oro City
Telephone: N/A
Cell Phone: 09058988973
Email: [email protected]
Personal Information
Date of Birth: August 17, 1993
Place of Birth: Agusan del Sur
Citizenship: Filipino
Status: Single
Gender: Male
Education (Include dates, majors, and details of degrees, training and
certification)
Elementary School: Anislagan Elementary School (2000-2006)
High School: Anislagan National High School (2006-2010)
College School: Xavier University Ateneo deCagayan (2010-2014)
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CURRICULUM VITAE
Your Contact Information
Name: Marianne Rhoie Escalante Brillantes
Address: Ilaya St., Zone 9 Cugman, Cagayan de Oro City
Telephone: (088) 8551899
Cell Phone: 09167891234/09434472254
Email: [email protected]
Personal Information
Date of Birth: December 28, 1993
Place of Birth: Madonna and Child Hospital
Citizenship: Filipino
Status: Single
Gender: Female
Education (Include dates, majors, and details of degrees, training and
certification)
Elementary School: East City Central School (2000-2006)
High School: Capitol University Basic Education Department (2006-2010)
College School: Xavier University
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Sample survey questionnaire
We are students from Xavier University and we are conducting aquestionnaire to find out about recycling in our homes as part of ourwork on the Marketing plan. If you could take a few minutes to complete thequestionnaire we would be very grateful. Thank youfor your time.
Name: (Optional) _______________________Age:____ Sex: Male FemaleOccupation: Student
Employee
1. Do you currently reuse and/or recycle any of the following things? (Answeryes, no, or I do not use that)
___ Useless Jeans___ Tarpaulin
2. When you grow out of clothes do you:___Throw them out and buy something new___ Pass them on to a sibling of friend___ Donate them to a charity
3. What things prevent you from recycling more with the services that existalready:
___ Not enough time___ Not enough space to store 2 weeks worth of black box recycling
material___ Too complicated___ Not enough information___ Not sure when to put the box or bin out___Lack of interest in recycling___ Other (free form answer)_____________
4. Your perception is that, in terms of conserving the environment recycling
is(Please encircle you answer)a. extremely importantb. somewhat importantc. a waste of time
5. You feel like there are things that you want to recycle but arent sure how.(Please encircle your answer.)
a. strongly agreeb. agreec. neutrald. disagreee. strongly disagree
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6. Which do you prefer of this two used/ useless things to be recycle? (Pleaseput a ( ) check mark of your answer)
__Jeans__Tarpaulin
7. Are you willing to buy or use recycled products? __Yes __ No
8. Are you in favor of used Jeans converted into bags, wallet or coin purse withdesigns?
9. Are you in favor of used Tarpaulin converted into a wallet or coin purse withdesigns?
__ Yes __ No
10. Is there anything that you feel needs to be improved upon to aid the way werecycle?
______________________________________________________________________
11. To what extent do you think this is a good or bad idea? Do youthink it is ? (Please check your answer)
__ A very good idea
__ A fairly good idea__ Indifferent__ A fairly bad idea__ A very bad__ Dont know
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Survey Results:
Survey results shows that, mostly of them preferably reuse/recycle useddenim jeans rather than tarpaulin.
Things that prevent them from recycling materials is that there is notenough time for such an activity.
Survey results shows that mostly their perception of recycling is extremelyimportant in conserving our environment.
They strongly agree with the fact that they have things needed to berecycled but arent sure how it will be done.
Survey results shows that they are willing to buy recycled products. They are in favor of converting used denim jeans and tarpaulins into
functional products such as wallets, coin purse, and bags.
They said that is it a fairly good idea of recycling the used denim jeans andtarpaulins and converting it to coin purse, wallets and bags.
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Facebook Fan Page
Tumblr Page
Tagline
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Tagline
Map Location
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Poster