MARKETING

ASPECT

6
II. Marketing Aspect
A. Service to Sell
Doing household chores is a part of our daily lives and for most of
the professionals of this fast-paced Metro, they can't almost find time
doing it on their own. Therefore, they are finding someone to help us to
finish all the tasks for them to be home with just a rest to do. They hire an
all-around maid, babysitter, gardener, driver, even the person who wash-
dry-fold and iron our clothes, and eventually, the demand for these
helpers is quite high nowadays. Having a helper can help us to be more
productive at home, work, and even in our leisure time. Yet, hiring a
trustworthy one is a bit of a challenge and time-consuming.
With these things said, we should at least find an agency that can
fulfill our needs. Finding the right helper? Your search is finally over!
We would like to introduce to you our service-based business, the
Centralized Manpower Agency (CMA).
Centralized Manpower Agency provides services that will answer
your household needs. In here, we are your on-call agency for nearby
areas to comply with our client’s needs like if they want a helper for days,
months or even years. Also, we assure you that the helper that we are
going to deploy will be committed because our long-term employment
comes with a contract. Furthermore, it is a company for those who want
to have regular work even by just knowing household chores.
Moreover, we give a higher wage than usual because our target
market focuses on the middle and upper level of the society. A higher
wage is guaranteed compensated because our workers will have
exemplary training with TESDA before being deployed. Security won't
also be a conflict because we assure that our employees do have NBI
Clearance and they will also be required to have government benefits that
common helpers do not have.
In this agency, you will not only have a skilled worker but also a
trustworthy one. With CMA, we aim to make your life go better.

7
B. Target Market
1. Area Coverage
Target Main Office
PBCom Tower
Discovering the cosmopolitan
culture of Makati City, we decided
to launch Centralized Manpower
Agency (CMA) around Ayala
Avenue. Hence, Regus Philippines,
being the world's largest provider of
flexible workspace, caught up our attention for its ability to meet the
needs of large corporate and small businesses alike. With this, we decided
to sign up for a membership plan with them to avail discounts and all the
benefits of their Co-working plan, with access to their shared co-working
space and unlimited use of their business lounges anywhere in the world.
And based on Regus Philippines’ description of PBCom Tower, we find
this building as a perfect location of our main office for it is nearly
located along the Central Business District of Makati, Manila and is home
to much middle to high-class workforce. Accordingly, we aim to get
closer to our target clients for an easy access and we believe that PBCom
Tower would be best suit for us to achieve this goal.

(https://www.lamudi.com.ph/newdevelopments/regus-philippines/pbcom-tower/)

8
Target Market Area

Providing an on-call service of certain household personnel, Makati City,

Pasay City, Taguig City and Parañaque City and hotels around the said
places will be our target market area; considering that it garnered highest
percentage in our survey analysis. And being known as the society where
every elite individual belongs, we therefore conclude that people within
these places can actually afford and acquire our quality services. Thus,
we can regulate and maximize the time and demand of our employees
since that said places are closely located. Moreover, our company isn’t
limited to household are but also to the hotels located nearby these cities
which accept TESDA accredited employees with or without any
bachelor’s degree.

2. Consumers / Customers
Centralized Manpower Agency (CMA) aims to provide quality services
provided that our well-trained employees will show authenticated
documents to earn their trust. Consequently, our primary customers are
the middle-income earners up to the rich earners for our services are
more than affordable to them.
But then, we will also offer our
services to hotels that need
TESDA accredited individuals
as their housekeeper and the
like.
Based on Philippine Statistical
Authority (PSA) Family Income
and Expenditure Survey (FIES)
dated 2015, figures that
correspond with their respective
class in the Philippines are
shown in the table.

9
Survey Results and Analysis
LOCATION ANALYSIS

46% and 26% of the total respondents came from Makati and Taguig,
respectively. On the other hand, 16% and 16% of them reside across
Parañaque and Pasay. These expansive areas of respondents are in
connection with our target location which is around Luzon area. Thusly,
our location analysis states that most of our clients will be coming from
Makati area which covers mostly of our target market.

QUESTION 1: How much is you Monthly Household Income?

Our survey analysis states that 62% of our

respondents’ monthly household income ranges from P40,000.00 to
P49,999.00. While the 38% of the whole respondents that they have
P50,000.00 and above monthly income. Ergo, our analysis shows that
most of them can acquire our services.

10
QUESTION 2: Who’s personnel does your household needs?

During our survey, 25 and 14 persons of the total respondents answered

that they need an all-around maid and a person to wash-dry-fold and
iron clothes on their homes, respectively. While, 6 out of 50 respondents
said that they need a babysitter. Thus, gardener and driver are needed on
their respective homes by a total of 11 respondents (2 and 9,
respectively).
QUESTION 3: Are you willing to hire our employees to be the
personnel that your household needs?

Based on the result of the survey, 80% of the

respondents are willing to hire our employees as
their household staff, while 20% of it are not in
favor.

QUESTION 4: How often do you need the household personnel?

Classifying the frequency of need based on five household personnel
among our 38 respondents, majority chose an everyday work for an all-
around maid and a work for 4-6 times a week for Babysitters. Once a
week and once every two weeks for a gardener and 4-6 times a week for a
driver. Lastly, most of the respondents chose a person to wash- dry –fold
and iron clothes once a week.

11
QUESTION 5: How much are you willing to pay per day?

Among our 34 respondents,

majority of it are willing to pay an amount ranged from 800.00- 899.00.
Having this data, this might be our basis to our future pricing. While 16
of them answered the rest of the options given.

QUESTION 6: Would you like our employees to undergo training

before actual work?

Based on the result of the survey, 88% of our

respondents want our employees to be trained
before actual work while the 12% of our
respondents said it wasn’t necessary.

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QUESTION 7: Is it important to you that your household personnel
must have their SSS, Pag-ibig, PhilHealth and NBI Clearance before
starting their work?

Based on the result of the survey, almost all

of our respondents want our employees to
have SSS, Pag-ibig, PHILHealth and NBI
Clearance before for them to start actual
work and only 5% said it is not needed.
Question 8: What is the most reliable channel for you to reach our
company?

Based on the result of the survey,

47% percent said that the most
reliable source to reach our company
is through our Hotline Number.
Furthermore, 33% percent of the respondents would like to reach us
through Facebook while the 20% of our respondents want to reach us
through visiting our Website.
QUESTION 9: Rate the following factors that you might consider in trying
our service: 1: Not Important 2: Slightly Important 3: Important 4: Justly Important 5: Very
Important

According to our survey, most of our

respondents think that all the factors are very important in acquiring our
services.

13
QUESTION 10: Do you want a company which opens feedback of
previous employers about their employees to public?

Based on the result of the survey, 85% of the

respondents would like a company that opens
feedback of previous employers about their
employee to public. While 15% wants to keep the confidentiality of the
employee’s performance. This indicates that most of the respondents
wants employee’s review to public.

QUESTION 11: In case of needing a replacement for your personnel

due to personal reasons, is “no limit for
replacement” good for you?

Based on the result of the survey, 74% of the

respondents would like a “no limit
replacement”. Hence 26% don’t like the idea of “no limit replacement”.
Therefore, we may consider having no limit for replacing personnel once
our clients are not satisfied.
QUESTION 12: Are you willing to pay finder’s fee for replacing your
personnel?

Based on the results of the survey, 85% of the

respondents are willing to pay finder’s fee for replacing their personnel.

14
QUESTION 13: How much are you willing to pay for finder’s fee?

Based on the previous question, 20 out of 29 respondents said that they

are willing to pay for finder’s fee, among these 29: 59% of them are
willing to pay at a price of P3,000 – P3,499; 18% of the respondents are
willing to pay at a price of P3,500 – P3,999; and 9% of the respondents
are willing to pay at a price of P4,000 – P4,499.

15
 C. Demand and Supply Analysis
1. Demand Analysis
Total Estimated Annual Demand
All-around Babysitter Gardener Driver W-D-F-I
maid
Total Number of Households 473,329
x Percentage of Households having 38%
monthly income of 50,000 and above*
Total Number of Households that can 179,865
avail our service
x Percentage of Households in need of 11%
Personnel1
Total Number of Households that can 19,785
avail and in need of our service
x Percentage of Households that are 80%
willing to hire our employees2
Total Number of Households that will 15,828
avail our service
x Percentage of the Total Respondents in 44.64% 10.71% 3.57% 16.07% 25.00%
need of the specific service3
Total Number of Households in need of 7,066 1,696 565 2,544 3,957
the specific service
x Frequency of need of household 192 192 24 192 52
personnel2
Annual Estimated Number of 1,356,697 325,607 13,567 488,411 205,766
Households in need of specific service
x Percentage of Total Market Share5* 9.50% 9.50% 9.50% 9.50% 9.50%
Total 128,886 30,933 1,289 46,399 19,548
x Percentage of Reliability of Sample 10% 10% 10% 10% 10%
Units7
Estimated Annual Demand 12,889 3,093 0,129 4,640 1,955
*Based on Census 2015 of Philippine Statistics Authority & Location Analysis multiplied by 98%
1 Based on the Results of Question 1 of the Conducted Survey
2 Based on the Results of Question 2 of the Conducted Survey – Averaged
3 Based on the Results of Question 3 of the Conducted Survey
4 Based on the Results of Question 2 of the Conducted Survey – Out of 56 respondents
5 Based on the Results of Question 4 of the Conducted Survey – From the highest number of respondents
6 Based on Competitor Size and Advantage: 5 Direct Competitors: 50% of our Market Share
7 Based on Professional Judgement

*We assume that we can sustain 50% of available demand allocated through our market share = 9.50%

16
 2. Competitor’s Supply Analysis

No. of No. of Reliability

Clients
Direct Competitor's Name Clients per Operating Percentage of
per Year
Day Days Estimation
Maidprovider.ph 75* 360 100% 27,000
MyKuya 100* 360 100% 36,000
PCJ Employment Services 85* 360 100% 30,600
Charmonde Cane Manpower
60* 360 100% 21,600
Services Corporation
Maid Agency Manila 50* 360 100% 18,000
Total 133,200
*Estimated through phone call to the company

3. Supply Analysis
Total Estimated Annual Supply
Total Number of Population of chosen areas to get
13,626,171
our workforce1
x Unemployed Ratio of our chosen areas to get our
5.50%
workforce2
Total Number of Unemployed in chosen areas 749,439
x Percentage of those who are in-line with service 3 15%
Total Number of Possible Employees 112,416
x Percentage of Market Share4 17%
Total Number of Share in Human Resources Supply 19,111
1. Based on Census 2015 Philippine Statistics Authority
2. Based on Census 2015 Philippine Statistics Authority
3. Based on Census 2015 Philippine Statistics Authority
4. Based on Demand Supply Analysis Market Share in specific service
5. Based on Demand Supply Analysis Market Share in specific service
6. Based on Demand Supply Analysis Market Share in specific service

17
 4. Present Competitors and Suppliers
4.1 Competitors
a) Direct
• Maid Provider PH – They offer phone interview,
online interview, and even face-to-face interviews.
Once you have chosen a house help from the ones that
they have lined up for you, you would have to settle
the fees (which you can do over the internet as they
accept credit cards) and they will deliver the yaya,
maid or house help right at your doorstep.
• MyKuya - One app for all your daily needs! Looking
for someone to buy you coffee, pay your bills, wait in
line or get you groceries...our Partners will do all that
so you don't have to.

• PCJ Employment Services – Offers services of

household keepers such as house maid, yaya (new
born), yaya (toddler), midwife, laba/ plantsa, local
cook, asian/ int’l cooks, caregiver/nurse, driver and
part time maid located in Makati City.

• Charmonde Cane Manpower Services

Corporation- A DOLE (Department of Labor &
Employment) licensed agency offering services
scoping the jobs of maids, yaya, cook, driver and
other housekeeping personnel within the Philippines.

• Maid Agency Manila- is one of the pioneering

Maid Recruitment Company in the Philippines.
Providing services as to the increasing demand
for household worker. Extending each clients preference to reach
its full satisfaction.

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 b) Indirect
• Maid in the Philippines – Is yet another Maid and
yaya agency that promises to provide competent
services to your family. They can even provide you a
cook which has an experience in local and
international food, they can also provide for you a
caregiver for your elders or loved ones with
disabilities, as well as drivers and other domestic help
needs.
• Maid Agency We Hire & Provide Maid Yaya
Kasambahay – a Facebook group page wherein
clients may post anything to acquire services from
Maid/ Yaya/ Kasambahay out there.
• Grab – a mobile app that offers ride-hailing, ride-
sharing and logistics services. Its accessibility is one
of their competitive factors, but their continuously
increasing rates became their disadvantage over time
because of booking fees.

4.2 Suppliers

Those who came from the provinces are said to be more known as being
dedicated and helpful when it comes to taking care of the household.
Thus, we will offer our employment service to the following places:
Bulacan, Iloilo, Cebu, Pampanga, Tuguegarao, Laguna, and Bicol. Based
from our Supply Analysis, 5.5% of the total population (749,349) of these
places is said to be unemployed and 5% of it (112,416) are those people
who can possibly be in-lined with service industry. To maximize our
market share in human resources, we are going to consider having agents
living in the provinces that we preferred for faster and easier finding and
recommendation.
Researching on International Labor Office’s “Domestic Workers in the Philippines: Profile and Working
Conditions”, we found out that the biggest concentration of domestic workers is in the NCR (20 %), followed by
CALABARZON (14 %), Region VI (10 %) and Region VII (9 %). As regards live-in workers, the NCR share is
even bigger: 35 % of all live-in workers. CALABARZON’s share of live-in workers is only 11 %. With these
realistic figures, we truly believe that the aforementioned provinces will provide us huge supply of manpower
since people from CALABARZON, Region VI and Region VII constitutes 33% concentration of domestic
workers.
(http://www.ilo.org/wcmsp5/groups/public/@ed_protect/@protrav/@travail/documents/publication/wcms_167021
.pdf

19
 D. Projected Sales
1. Annually
2. Monthly (First Year Operation)
3. In Frequency and In Pesos

Year Frequency Total Rate Sales

Commission
All around Babysitter Gardener Driver W-D-F-I
maid
1 12,889 3,093 129 4,640 1,955 22,705 225 4,648,495
2 13,533 3,248 135 4,872 2,053 23,841 225 4,880,920

3 14,210 3,410 142 5,115 2,155 25,033 225 5,124,966

4 14,920 3,581 149 5,371 2,263 26,284 225 5,381,214

5 15,666 3,760 157 5,640 2,376 27,599 225 5,650,275

Total 25,685,871
*Rates from Year 2 to 5 has mark-up cost up to 5%

*Annual Demand Total increases 5% every year

2020 Frequency Rate Sales in Pesos

January 1,123 225 252,675
February 1,297 225 291,825
March 1,379 225 310,275
April 1,479 225 332,775
May 1,579 225 355,275
June 1,689 225 380,025
July 1,798 225 404,550
August 1,897 225 426,825
September 1,978 225 445,050
October 1,988 225 447,300
November 2,210 225 497,250
December 2,243 225 504,675
Total 4,648,495
*Total = 1st year Commission Sales in Table 1

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 E. MARKETING PROGRAM AND STRATEGIES
1. Practice of Competitors
Maid Provider PH
Maid Provider PH embarked its service for the
past nine years, catering various customers having
the demand of maids, babysitters, or any
household services available. Screening and
overview of employees is their primary edge
among other competitors, inclusion of
standardizing, investigating and training projected
applicants for such household positions.
Furthermore, the agency uses variety of methods like Skype, phone,
office and home interview. They use Penetration Pricing as their strategy
wherein they offer lower prices for their services. https://www.maidprovider.ph/price/
MyKuya
MyKuya is a mobile app that hires helpers based on
the specifications of diverse customers, through its
app the so called “Ate” and “Kuya” would handle the
chores for you; a pay only limited to the time being
consumed from each service. Conveniently, with the
use of this service app such customers can track the
progress of each errand until it is completed. They use
Psychology Pricing wherein they rate their service for
49php and 89php per 30minutes of service done. Figures of the said rates
appear more affordable than the rounded-off amount. https://www.mykuya.com/
PCJ Employment Services
PCJ Employment Services is a local
employment agency proving variety of
service for any household position the
customer specifies within the vicinity of
Makati City. It employs reliable,
hardworking and qualified housekeepers,
promoted with the use of different social
medias. This company uses Economy Pricing Strategy wherein they set

21
affordable rates on which large range of consumers can avail the types of
service that they offer. https://www.juantambayan.com/services/other-services/kasambahay-pcj-employment-
services-jtid135064

Charmonde Cane Manpower Services

Corporation
Charmonde Cane Manpower Services
Corporation is a DOLE (Department of
Labor & Employment) Licensed Agency
supplying maids, yaya, cook, driver, etc.,
all over the Philippines varying on the
different demands of its clients. As a legal institution, their primary
practice of recruitment is ensuring the qualifications of each applicant
following and operating under the laws; subsequently based under the
Kasambahay Law (Maid Law) in the Philippines. Also, engaging in the
business of contracting, enlisting, recruiting workers both skilled and
unskilled for local work.
Maid Agency Manila
Maid Agency Manila is a locally
created service-based business that
provides comprehensive and
accessible services for different
home needs, sustaining quality and
consistent services to its clients. It provides diverse pool of maids in the
industry; seeing every demand of people within the Philippines. One of
its distinct practices would be its replacement and refund policy.
Dissatisfaction of a client provides an easy replacement for it. As per the
worker, the company itself would deliver them to the homes of its clients.

2. Indirect Competitors
The Centralized Manpower Agency has several indirect competitors
because of the direct hiring of the maid and other Facebook groups. The
indirect competitors where they find their own maid by talking to their
relatives to refer a maid and by acquiring in a Facebook group by creating
a post that they are looking someone will help them to assist in their
household chores. Here are some examples of Centralized Manpower
Agency’s indirect competitors:

22
Maid in the Philippines

Maid in the Philippines is one of the indirect

competitors of the said agency that provides
quality services to the families they serve. A
mobile app integrated agency where the maids
are on call 24/7 where the clients who have a
hectic or busy schedule are making a post in
the Facebook group that they are finding
someone to help them especially on cleaning and household maintenance.
Maid Agency We Hire & Provide Maid Yaya Kasambahay
Maid Agency We Hire & Provide Maid Yaya
Kasambahay is one of the indirect competitors
of the said agency, it is a Facebook group that
consists of exactly 3,875 members. Where
clients can post directly to the page specifying
the service they need and the ranges of amount
they are willing to pay to the agency. With a
single post, a customer can easily engage to
the business achieving its references.
Grab
Grab is a mobile app that offers ride-hailing,
ride-sharing and logistics services. It serves
almost 600,000 bookings per day which makes
its demand high as well as its booking fee. They
focus of providing quality services, tapping into
large amount of customer base, catering to
individual needs and understanding the market.

23
2. Own Marketing Strategies
TOWS Analysis
Weaknesses Strengths
TOWS Analysis 1. Dissimilar 1. TESDA
preferences of Certification of
customers employees
2. Nuisance employees 2. Offers variety of
3. Competition with services.
high established 3. No Limit
competitors. Replacement
4. Limited target Policy
market; middle to 4. Benefits offered
high class increases
workforce. employee
recruitment.

Opportunities
1. Growing demand (W1, O1, O3) Tracking (S1, O1, O2) Conducting
for household the growth and effective training and
keepers. development of demand development of
2. Customer Security under the household applicants.
through provision industry, providing (S2, S3, O4) Providing
of NBI Clearance. satisfactory services in swift action with regards
3. High number of alignment with the to our customers’
widowed/separated customers taste and demands through our
working mothers. preferences. hotline numbers and
4. Referral effect (W2, O2) Focusing on social media sites.
caused by both the recruitment and (S4, O3) Offered benefits
satisfaction. selection process to are engaging to this
achieve reliability of people.
service.
(W4, O4) Variety of
choices would be given to
customers based upon
their preferences and
specifications.

24
Threats
1. Arising issues of (W1, T2) Establishing (S1, S2, T1, T2)
fraud and scams by better affiliation within Sustaining an image of
service providers. our target market. reliability and character
2. Mindset of non- (W2, T1) Conducting through certification
reliability by background research and and uniqueness of
customers. effective assessment of service.
3. 4Ps (Pantawid applicants. (S4, T4) Keeping in
Pamilyang Pilipino (W4,T4) Focusing on the track with the economic
Program) economic relevancy of trend and development.
4. Economic downturn the service to target
can reduce demand. market.

Weaknesses Strengths

TOWS Analysis 1. Reviews of 1. Diversified

(Competitors) substandard service. household services
(MaidProviderPh) 2. Economy Pricing
2. Reported practice of Strategy.
fraud and scams. 3. Use of Mobile
(MaidProviderPh) Application.
3. Highly not (MyKuya)
recommendable. 4. Offers variety of
(MaidProviderPh) job opportunities.
4. Insufficiency of (MyKuya)
promotional
strategies;
advertising and
information
disclosure. (PCJ
Employment
Services)

25
Opportunities

1. Referral process (W1, O1) Referring to (S1, O1, O2) Providing

caused by service customers’ feedbacks;
satisfaction. attending the need for
2. Relevancy of improvement and
demand as to the enhancement.
household
industry. (W2, O2) Constructing a
3. Increased number new reputation of
of single working reliability and efficiency.
mothers.
(W3, O2) Providing
4. Well known to satisfactory services in
market. alignment with the
customers taste and
preferences.
effective solutions that
would meet the demand
and preferences of
target market.
(S2, O3) Conducting
effective pricing
strategies to further
engage with target
market.

Threats (W1, W2, T1) Conducting (S1, T1) Keeping in

proper assessment of track with the
1. Unsatisfied people to achieve better development of demand
customers. reliability of service. under the need of
2. 4Ps (Pantawid household facilities.
Pamilyang Pilipino (W4, T4) Promoting
Program) better strategies that (S4, T4) Focusing on the
3. Economic would supply and inform process of recruiting
downturn can customers regarding the and selecting applicants
reduce service service provision. for household positions.
demand.
4. Mindset of non-
reliability by
customers.

26
Porter’s Five Forces:
Competitive Rivalry
Rivalry competition is LOW. As we discussed our competitors in present
time, there are just few service companies that offers the same of our
type. Having that said, we have distinct type of concept on how we can
help the households within our target location and that is one of our
competitive advantages.
Bargaining Power of Suppliers
The bargaining power of suppliers is either LOW or HIGH depending
on the factors considered. Suppliers, the manpower themselves, can’t
easily drive up their preferred rates because our company offers almost
the same to what they can get on serving other people, that’s what makes
the supplier power low. It becomes high when in fact, nowadays,
abundant human resources are actually available but are not willing to
work because of some external factors e.g Government’s 4P’s.
Bargaining Power of Clients
The bargaining power of clients is HIGH. Our target market can find
someone to be there household personnel with the reach of their hands,
with that. they can switch to other alternative options to have the same
service that we offer.
Threat of New Entrants
The threat of new tenants is HIGH. Our business is not so new yet not so
well-introduced to most of our target market. Marketing our service is the
challenge for our company to be officially involved in the market.
Threat of New Substitute
The threat for new substitute is LOW. Since the demand for needing
household personnel is quite high these days, switching to other options
might be difficult for our clients because the employees themselves aren’t
easy to find. That is why we came up with this type of business so that
we’ll be the ones to find for you.

27
Section 1. Executive Summary
The company will have its supervisors in different departments: Human
Resource, Accounting, Finance, Marketing, Payroll and Information
Technology.

Section 2. Target Customers

CMA initial target market are those who fall under the working
population with P50,000.00 and above salary within Alabang, Las Piñas,
Makati, and Parañaque. Makati City is our chosen place to put up our
main office to be accessible with the residing target areas.

Section 3. Unique Selling Proposition (USP) / Tagline

“Your Search is Finally Over”

Section 4. Pricing and Positioning Strategy

A. Positioning Strategy
CMA Company as a new entrant will have a strategical pricing on its first
year of operation. Meaning, we will offer different packages with
discounted prices depending on the frequency of availing our service.
Having that said, we will also have an exceptional promo wherein our
clients can avail it every three months. Also, we will have promotional
activities regarding prices and packages to continuously attract clients.
To do this constructively, we introduce to you our specialized strategy
made by our team to start and maintain the demand of our service in the
industry:

28
 I.M.A.G.E. STRATEGY

Know the Interest of the target market

Continuous research is necessary to keep the business in line and
performing well over its competitors: and knowing the interest of our
target market is always important to continuously improve the quality of
the services that we offer.
Massive Promotion
After finding out the interest of our target market, massive promotion
must be our top priority. We must make our target market aware that we
actually exist, and they do not have to worry anymore about their
concerns regarding household personnel. We may use social media to
reach most of our target clients as our major platform because a lot of
people nowadays rely on the internet more.
Awareness
Our target market must be aware enough to know more about our
company, and massive advertisement will lead the business to it.
Guaranteed Service
While we work on promoting and advertising the service that we offer,
we must also maintain the quality of our service. Our target market must
also be aware that a lot of our previous clients have been satisfied
because of our service. We must guarantee the quality to our future
clients.
Ease of Access
If our target market has been aware of the kind of service that we offer,
ease of access to reach our company must be improved. We must have
enough manpower to address all the concerns, queries and bookings of
our clients. We must not limit our contact line by just having hotline
number but also expanding our platforms to internet, newspapers, blogs,
and online advertisement to easily keep in touch.

29
B. Pricing Strategy
Our pricing strategy is based on “pricing at a premium”. Premium pricing
is often most effective in the early days of a product’s life cycle, and ideal
for small businesses that sell unique goods.
Price List:
1-3
4-6 1-3 1-3
days/2
days/week days/week days/month
weeks
All around maid 800 1000 1200 1500
Babysitter 800 900 1100 1400
Gardener 800 900 1000 1300
Driver 800 900 1100 1400
W-D-F-I 800 1000 1200 1500
Commission Percentage 25% 25% 25% 25%
*Pricing is based on the minimum amount that are probable clients willing to pay base on our conducted survey

Section 5. Distribution Plan

A. Service Strategy
Centralized Manpower Agency provides services that will answer your
household needs. In here, we are your on-call agency for nearby areas to
comply with our client’s needs like if they want a helper for days, months
or even years. Based on the results of our survey, it shows that 38% of
our future clients have monthly income of P50, 000.00 and above. Since
most of the people nowadays are technology dependent, we will focus on
massive online promotion.

Our service will start on informing our target market through our
different marketing strategies. Giving them enough knowledge and
options to choose from, CMA will be remarkable to them. Upon further
discussions, we will try to convince our prospect clients that we do not
just offer service, but we will give them guarantee with regards to their
safety through presenting our employee’s NBI Clearance and quality
assurance through presenting their TESDA certification. If some of them
are not interested, we will work on greater promotional efforts by
launching advertising campaign to generate brand awareness.

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B. Place Strategy
CMA’s strategy regarding its target location will mainly focus in Makati
City, where our main office is located and in three different areas near to
it which are Pasay City, Taguig City, and Parañaque City. Since, based on
our survey most of the respondents from these places can afford to pay
the price that we offer.
Section 6. Offers
Seize the day!
All around maid P1,000.00/day
Babysitter P900.00/day
Gardener P800.00/day
Driver P900.00/day
Person to Wash-Dry-Fold and Iron clothes P1,000.00/day
These rates apply when our clients acquire our service from our personnel
once every week.
Month-a-holic
1-6 months P850.00/day
7-11 months P830.00/day
By availing our “Month-a-holic” promo for 1-6 months, our clients who
will hire our employees as their personnel will have the opportunity to
pay lesser the regular price amounting to P850.00 a day. On the same
manner, if our clients will avail the 7-11 months promo they will pay the
price of P830.00 a day.
Yes to Year!
1 Year P800.00/day
By availing our “Yes to Year!” promo which comes with a contract
between the client and the personnel to secure reliability, our clients who
will hire our employees as their personnel will have the opportunity to
pay lesser the regular price amounting to P800.00 a day.

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1over7
To promote strategically, our company will record the client’s service
purchase once every seven days. Meaning, if they have availed our
service once every seven days and they completed twelve service
purchase, they will have one free service from our company from any
personnel of their choice.
Section 7. Marketing Materials
We will use the most efficient ways in promoting our service using
different effective marketing materials.
Our company has its own website and was registered in different social
media sites like Facebook and Twitter. We also provide flyers that will be
distributed house-to-house in our selected areas.
Flyers:

Front

Ba
ck

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Section 8: Promotion Strategy
For the promotion of our company, CMA will have a logo that will serve
as its official trademark. The company will use flyers to promote our
agency, this will be distributed in different villages around areas of
Alabang, Las Piñas, Makati and Parañaque where there are identified
target markets. More customers will know about our business with the
use of technology through our official website and social media accounts.
Social media websites such as Facebook and Twitter will open an
opportunity for our company to reach wider audience that will eventually
inform our future clients. With this, it cannot only promote our company,
but it will also open a-door of easy access between us and our clients.
Centralized Manpower Agency’s official logo has a powerful business
color which is blue. We have used different shades of blue which
emphasizes professionalism with its warm color. Also, blue relates to the
traits of being reliable and responsible. This color exhibits inner security
and confidence which our company is promoting since we focus on
giving such kind of service.
Section 9. Online Marketing Strategy
Since everyone nowadays are technologically dependent online
marketing materials are becoming effective in promoting businesses.
With this, the HR department of our company will be working online
from 8 am to 5 pm, Monday to Saturday.

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 Facebook page
www.facebook.com/Centralized-Manpower-Agency

Twitter Account
www.twitter.com/CentralizedA

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Section 10. Conversion Strategy
Based on our survey, 85% of our possible clients wants testimonials of
past clients via online reviews stating how they are satisfied. With this,
we will nearly boost conversions and sales.
Section 11. Joint Ventures and Partnerships
We are a company that requires our employees to have different
government benefits and housekeeping training. We have established
connections with government agencies and TESDA.
Section 12. Referral Strategy
Referrals from our satisfied clients will make our sales constantly grow.
This could be accomplished by giving them referral fee.
Section 13. Strategy for Increasing Frequency
Other than giving our customers good and quality service we also focus
on increasing on how many times our clients will avail our service. We
can accomplish this by offering them bundle promos and packages.
Section 14. Retention Strategy
One of our greatest assets is our customer’s loyalty. That’s why our
company made the 1over7 promo that our clients can avail quarterly,
wherein they will have one day free service from any personnel of their
choice.

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 F. MARKETING EXPENSES
ONLINE ADVERTISEMENT PRICE
Facebook
Boost Post1 P2,808.00
Page likes2 P32,280.00
Website link3 P16,190.00
Flyers4 P10,500.00
Distribution of Flyers5 P16,000.00
Transportation6 P2,400.00
Total P80,178.00
1 P54.00 x 52 weeks – based on Facebook rates
2 P2,690 x 12 months – based on Facebook rates
3 P2,690 x 6 months – based on Facebook rates
4 P5,250 x 2 (2,000 pcs.)
5 P500 x 8 persons to distribute the flyers
6 P300 x 8 persons to distribute the flyers

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