MARKETING PLAN

I. EXECUTIVE SUMMARY
Velatina is locally owned family foods that give our creative approach to the product’s image and
detail presentation. We will provide a combination of excellent food at value pricing, with fun
packaging. Our main priority is to to be known at the market and be popular in the food industry.
This plan is prepared to obtain a high profit for the initial launch of this concept. We will entice
youngsters to bring their friends and family with our innovative product, fresh-cut vegetables ‘and
soft gelatin.
What Velatina makes a special as a business proposition? New business openings are known to
be risky. What have we done to neutralize these risks and assure success?
First, we have identified an unfulfilled market for our exceptional product. Careful research has
demonstrated a 66% positive response by a representative sampling of our primary and
secondary geographical markets. We have learned that people living in Near CvSU would
patronize a good vegetable salad and in favor with gelatin if one were available. Further research
of the population demographics of this area reveals a lifestyle most conducive to eating vegetable
salad is often, as frequently as three times per week.
Management has also identified a very viable commuting market that frequents the said area or
set of people that we conduct the surveys, availing them of the many attractive food lovers.
Velatina also has a sound marketing plan directed at our three identified markets viable market,
good promotion, and an excellent product.

II. CURRENT MARKETING SITUATION

Velatina will establish two years from now and we will take it to the next level by introducing to the
market in an advertisings strategy and selling strategy. However our product Velatina in vegetable
salad inside the gelatin formulation wanted to attract customers mostly of the said competitors. It
is possible if we will give them the claims that our product suits their needs in terms of food
product. It also suits to our taste of tongue by the soft of the gelatin and fresh vegetables. This
would happen if we put a lot of efforts in promotion process and formulation of our product.

III. MARKET DESCRIPTION

Velatina consists of customers who are willing to purchase the quality fresh vegetable salad
offered by the company. Specific segments being targeted includes everyone of all ages
especially those health conscious individuals.
Velatina offers salad that can be prepared according to the customers best choice. Customers are
able to add and reduce the ingredients of the salad.

IV. PRODUCT REVIEW

Our first product, Velatina vegetable salad, offers the following standards:

1. Good for 1 to 2 persons.

2. Put inside disposable plastic ware.
3. Nutritious
4. Can be customized and personalized depends on the customer’s preferences.
5. Affordable
6. Plastic ware can be used for other purposes.
7. Rich in vitamins and helps dehydrate the body because most of its ingredients contains
water.

V. COMPETITIVE REVIEW

Velatina does not have direct competitors since our product is the first one to offer a kind
product that focuses with only one menu but offers options depends on the customers
preferences.

VI. DISTRIBUTION REV IEW

Velatina will be found in retail store located at Silang, Cavite. We are also going to engage our
product in social media and it can hooked a lot of people especially those individuals that living
in a healthy lifestyle. They can send message for orders and inquiries directly to us without anu
complications. We can also offer it to the fine dine-ins restaurants, hotels and fast food
restaurants. The foods ordered will be delivered fresh directly to the customers.

VII. STRENGHTS, WEAKNESSES, OPPORTUNITIES AND STRENGTHS

ANALYSIS.

Velatina has several powerful strengths on which to build, but our major is lack of brand
awareness and image. The major opportunity is how the people switched to a health conscious
lifestyle which opens a wide target for the product. We also face the threat of ever expensive
ingredients and higher competitors. The table 1.1 summarizes the main strengths, weaknesses,
opportunities and strengths facing velatina.

Strengths
Velatina can build three important strengths:
1. Trendy - people nowadays switched from poor to a more healthy lifestyle that made
healthy foods trends in the market.
 2. Has a wide market - it has a wide target market that can help the business to gain more
profit than other firms.
Weaknesses
1. Food lifespan - since its raw materials are vegetable it has a limited life span and
has to be always fresh.
2. Brand awareness - since its a new product to the market, people are not aware of
the taste or what kind of product it is.
3. Image - since the business is just starting, product reviews are not yet available so
people do not have idea to the business.
Opportunities

Threats
1. Competitors - due to its new like any other products competitors can copy and
innovate and put addons in the product which can be a great competition.
2. Brand awareness - since its a new product the lack of social media presence and
might be drowned by bigger competitors since it is just a start up business.
3. Brand image - just because the customers are not yet aware about the product, we
will be needing much time for the promotion in order to build stronger image and
be recognized in the market.

VIII. OBJECTIVE AND ISSUES

Objectives

- The objective of the business is to maintain profitability by giving a good quality

products and services and help us to generate revenues and retain customers.

Issues

Our major issue id our ability to establish a well-regarded brand name linked to a
meaningful positioning. We are aiming for high profits but doesn’t have the the enough
ability to achieve them.

IX. MARKETING STRATEGY

 Velatina’s marketing strategy is based on a positioning of product differentiation. Our primary
consumer target are those individuals of all ages that living a healthy lifestyle. And our primary
business consumer target are hotels, dine ins and restaurants that offers healthy food just like
salad as part of their menu.

X. POSITIONING

Using product differentiation , we are positioning the velatina vegetable salad as one of the
unique refreshments for everyone. Where you can eat healthy food and get a healthy mood. The
marketing strategy will focus on the products presentation which includes the freshness of the
used ingredients, the taste which may consider every taste buds of the customers, that’s why our
customers can customize their own salad.

XI. PRODUCT STRATEGY

XII. PRICING STRATEGY

XIII. DISTRIBUTION STRATEGY
XIV. MARKETING COMMUNICATIONS STRATEGY

Velatina’s marketing communication strategy will be done in a certain process. First is stage
will be planning, through planning we are going to identify the right promotional strategy that we
can use to attain our objectives and goals. Second, is identifying the target segmentation and
studied well. Each promotional tool is scheduled during it is to be used and should be
implemented, and there are already assigned employees to the different tasks.
Fliers will be given outside the store or in the places near the store. We’ll also be posting
tarpaulins which may include the store’s informations nearby the market area and post them in
social medias as part of our promotions.

XV. MARKETING RESEARCH

The research and the development team aids to increase the growth of increasing consumer and
improve the brand awareness and brand image. This is to be achieved through extensive research
of the marketing research department wherein, they plan every action and take action on it and
study the demographics of their target market and every product that would going to launched.
Velaatina’s product would going to retain the product to value the consumers well being. This
process guarantees qualtity that conusmers are getting above standard.
 XVI. MARKETING ORGANIZATION

Mark Joseph Vidal

MARKETING MANAGER

Angelica Berdeguel Dan Reb J. Cadavedo

Geoffrey Dann Agustin
MARKETING PRODUCTS PLAN
SALES MANAGER
RESEARCH MANAGER MANAGER

Keith Delos Santos Monica Joy M. Abena

ADVERTISING SALES PROMOTION
MANAGER MANAGER
 ACTION PROGRAMS

MONTHS ACTIONS DEPARTMENTS

Conducting meeting and RESEARCH AND

January to March
April to June
July to September
October to December
product sample of a new DEVELOPMENT
product sample of a new DEPARTMENT OF
product. Identify the possible MARKETING
targetmarket and consumer.
Team building and Open
forum for the efficient HUMAN RESOURCE
employees and Employee DEPARTMENT
relation.
Sample products in different
places. Giving coupons for MARKETING
every holidays. Advertise PROMOTION
promotion through flyers, DEPARTMENT
tarpaulins, and social Media.
Focused and double the
efforts in Advertising MARKETING
campaign and different DEPARTMENT
promotion tools. Building
strong brand image and
awareness.

XVII. BUDGETS
XVIII. CONTROLS
XIX. MARKETING PLAN TOOLS

Velatina is locally owned family foods that give our creative approach to the product’s image and detail
presentation. We will provide a combination of excellent food at value pricing, with fun packaging. Our main
priority is to to be known at the market and be popular in the food industry. This plan is prepared to obtain a high
profit for the initial launch of this concept. We will entice youngsters to bring their friends and family with our
innovative product, fresh-cut vegetables ‘and soft gelatin.
What Velatina makes a special as a business proposition? New business openings are known to be risky. What have
we done to neutralize these risks and assure success?
First, we have identified an unfulfilled market for our exceptional product. Careful research has demonstrated a 66%
positive response by a representative sampling of our primary and secondary geographical markets. We have learned
that people living in Near CvSU would patronize a good vegetable salad and in favor with gelatin if one were
available. Further research of the population demographics of this area reveals a lifestyle most conducive to eating
vegetable salad is often, as frequently as three times per week.
Management has also identified a very viable commuting market that frequents the said area or set of people that we
conduct the surveys, availing them of the many attractive food lovers. Velatina also has a sound marketing plan
directed at our three identified markets viable market, good promotion, and an excellent product.