Eastern Samar State University Guiuan Campus
Guiuan Eastern Samar
MARKETING PLAN
SEAWEED
CRACKERS
“ A COMFORT SNACK THAT COMFORTS YOUR HEALTH “
Prepared by:
Arceño, Jasper A.
Hernandez, John Lester A.
Napoles, Carl Ivan C.
Abude, Gellian S.
Bautista, Nichelle L.
Iglopas, Almira M.
Odivilas, Christine G.
Rotil, Lovelyn S.
Submitted to:
Mrs Maludessa Odullo Machica – Pajarilla
Subject Teacher
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TABLE OF CONTENTS
l. Marketing Background 5 – 10
1 A. Overview of the Industry 5 –6
1. Market Size
2. Market Trends
B. Market Profile 6 –8
C. Environmental Analysis 8 – 10
1. Analysis of Opportunities
2. Key Success Factors
II. Competitive Analysis 11 – 18
A. Competitive Positioning 11 – 15
B. Market Strategies / Sales Volume 15
/ Sales and Profit Trends
C. Marketing Strategies 16 – 17
D. Strengths and Weaknesses of Competition 17 – 18
III. Company Background 19 – 28
A. Company Profile 19
B. Current Position of the Company / 19 – 20
Brand in the Market
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C. Company / Brand Strengths and 20 – 21
Weaknesses Analysis
D. Brand Consumer Profile 21 – 24
1. Identified Market Segment
2. Market Needs Being Addressed
3. Buying Patterns
4. Usage habits
E. Present Marketing Strategy 24 –
28
1. Segmentation, Targeting and Positioning
2. Marketing Mix
3. Competitive Strategies Employed
IV. Identified Market Opportunity 28 –
29
V. Proposed Target Market 29 –
32
A. Demographics 29 –
30
B. Psychographics 30 –
31
C. Geographic 31 –
32
VI. Marketing Objectives 32 –
34
A. Overall Marketing Objectives 32
B. Specific Objectives and Targets 33 –
34
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1. Market Shares
2. Sales
3. Profits
4. Distribution
VII. Overall Marketing Strategy 34 –
36
VIII. The Marketing Mix 37 –
49
A. Product 37
1. Product Strategy
2. Product Description
3. Packaging
B. Pricing 38 – 40
1. Pricing Strategy
2. Detailed Product Costing
3. Selling Price index vs. Competition
C. Distribution 4 0 – 46
1. Distribution Strategy
2. Trade Channels
3. Distribution Scheme
D. Promotions 46 – 49
1. Overall Promotions Strategy
2. Advertising
3. Consumer and Trade Activities
4. Merchandising / Point of Purchase Materials
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5. Publicity / Public Relations/ Events
IX. 3-Year Financial Forecasts 5 0 – 53
A. Sales Volume / Value Projections 50 – 51
B. Detailed Marketing Budget 52
and Marketing Timetable
C. Income Statement 53
X. Attachments / Appendices 54 – 55
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