I.

Introduction

The unending needs and wants of people cause harm to our environment.
This greed of people has put our Mother Earth, where we live, in danger. People
are doing anything to satisfy their needs and wants like illegal logging, improper
waste disposal, pollution and others because the resources are limited. Now,
people are experiencing the result of their greed and suffering the consequences
of their harmful actions towards our environment. So, entrepreneurs are now
going green to save what is left in our environment.

The trees are important to our environment for it cleanses the air and
prevent floods but due to illegal logging, trees were being cut down to produce
papers. Paper is a need for everyone like students, professionals, workers,
businessmen and many more. Paper is the material that is used in the form of
thin sheets for writing or printing on, wrapping things and others. After the paper
is used they will just throw it anywhere. As a citizen and an entrepreneur, we
came up with a product of producing bowl for display made of used papers.

Company Profile:

Papier Crafts Company offers products made of recycled or used paper.

Papier Crafts focused on making a paper bowls. This product will help conserve
trees and save the environment because instead of throwing the used papers,
our company will make it into something useful.

We came up with this product for we all know that scrap papers are
everywhere. There are a lot of used papers in schools, offices, and other
business establishment. We have realized that instead of throwing used papers,
we will create something that can still be useful to consumers. And this is making
a paper bowls that has different sizes and creative designs.

Papier Crafts Company will be a limited liability company (LLC) owned by Marian
A. Caragan, Regine C. Torio, Regina C. Sagun, Angelica J. Alvarez, Baby
Loraine D. De Guzman and Jumar Philip S. Dona. They are environmentalists
who aimed to preserve the trees in our environment. To do so, they come up with
this product to use recycled paper in making paper bowls. It will help the
environment at the same time lessen the waste in the community.

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 “It’s used yet it’s new.”

Figure 1. Business Logo

The figure shown above represents the business logo of Papier Crafts
Company. This signifies that the company’s central focused are using recycled
papers in making paper bowls to help conserve the environment because papers
are made from the trees. We use the symbol 3R to signify the core value of
company to reduce, reuse and recycle.

The Papier Crafts come up with the tagline “It’s used yet its new” because
our company aims to let the consumers realized that you can create something
new from something that is used and are considered trash for others.

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II. VISION, MISSION, GOALS AND OBJECTIVES OF THE BUSINESS

Thorough planning and analysis was done to create a well-developed and

equipped vision, mission, and goals/objectives for effective result of the business.

Vision

The Papier Crafts Company envisions on becoming the leading provider

of environmentally friendly paper products to mankind for greater satisfaction.

Mission

The Papier Craft provide high quality recycled paper products through
quality, creative and environmental friendly products suited to client needs and
wants.

Goals/Objectives:

Papier Crafts is not just a company providing recycled paper products. We

aimed that our products will bring a bit of happiness and comfort to our
customers. We practice this in the way we do our everyday work through our
objectives:

 To deliver warm contentment of a satisfied heart through our creative

design of products.
 To prioritize the demand of the customer through providing the friendliest
and most efficient product to our customers.
 Open to suggestions for improving the product quality for their benefits
and to adapt to the conditions and situations of the clients.
 Maintain orderliness on labor scheduling and giving importance especially
in the aspect of protecting the environment, our way of caring for future
generations.

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III. GREEN MARKETING

Green marketing is the marketing of environmentally friendly products and

services. It is becoming more popular as more people become concerned with
environmental issues and decide that they want to spend their money in a way
that is beneficial to our Mother Earth. Green marketing can involve several
different things, such as creating an eco-friendly product, using eco-friendly
packaging, adopting sustainable business practices, and focus marketing efforts
on messages that communicate a product’s green benefits. This type of
marketing can be expensive, but it can also be profitable due to the increasing
demand.

A. Product

A product is a good or service produced to meet consumer demand. It is

largely tangible. You can touch it. You can see it. You can taste it. You can feel it.
So, a product context creates its own series of challenges for
the marketing manager since he or she must communicate the benefits of a
product clearly and honestly for the consumers can observe even a slightest
defect in a product since it is tangible.
The proposed business engaged in making recycled paper products such
as paper bowls with creative and colorful design that can brighten your day and
uplift your moods. Our products will have variety of colors and sizes.

Start-Up Capital/Investment
The start-up capital sources came from the personal share of the following
investors:
Angelica J. Alvarez 900,000
Marian A. Caragan 850,000
Baby Loraine D. De Guzman 920,000
Jumar Philip S. Dona 880,000
Regina C. Sagun 950,000
Regine C. Torio 900,000
Total 5,400,000

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 The table below shows the start-up cost of Papier Crafts Company.

Table 1. Start-up Cost

Description Amount

Building Improvements and rentals (Inc. Permits) 800,000

Land and Building (500 sq. meters lot area) 2,300,000

Mixer Equipment 300,000

Computer 100,000

Transportation 1,500,000

Promotion 100,000

Total 5,200,000

B. PRICE

Pricing plays a key role in the marketing mix. The reason for this
importance is that where the rest of the elements of the marketing mix are cost
generators, price is a source of income and profits. Through pricing, the
organization manages to support the cost of production, the cost of distribution,
and the cost of promotion.
One of the advantages of the Papier Crafts is when it comes to its pricing
tactic. To be known into the market place and as a new entrant, the company
used Cost Based Pricing strategy where our company will decide the price after
the cost of production and distribution is considered then decide on a mark-up
(60%) which the company would like for profit to come to the final pricing
decision. Also, Premium Pricing Strategy where the company will set a high price
to show the exclusiveness of the product since only the Papier Crafts produces
paper bowls.

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The table shown below is the pricelist for the paper bowls:
Table 2. Pricelist

PRODUCT OFFERS PRICES

Paper Bowls Small P 55.00
Paper Bowl Big P 85.00

C. PLACE

Place in the marketing mix refers to the channel or the route, through
which goods move from the source to the final user. Place could be the
intermediaries, distributors, wholesalers and retailers. The right place means
greater chances of sales over a long period of time. This translates into greater
market share, more profits and better ability to track the changes in the
marketplace in thinking, styles, fashion and needs.
When a marketing channel has been developed, a series of flow emerges.
These flows provide the links that tie channel members and other agencies
together in the distribution of goods and services. The Papier Crafts will use the
negotiation flow. Negotiation flows represents the interplay of the buying and
selling functions associated with the transfer of title (right of ownership) to Papier
Crafts products

Manufacturer

Target Market
Figure 3. Negotiation Flow

This figure shows the negotiation flow. In this flow, the negotiation between the
papier crafts to consumers is mutual. The buyers and sellers have a mutual
exchange or negotiation.
The proposed business would be located near the central business
district. Our business location would be established in Rizal Avenue along Lopez
Jaena Bayambang, Pangasinan. Our business allocated 2,300,000 pesos (500
square meters lot area) for the cost of land and building for our manufacturing of

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products. The physical store of papier crafts where we will sell our product will be
located inside the magic mall and pay a monthly rental fee.

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D. PROMOTION

Promotional marketing is the use of any special offer intended to raise a

customer's interest and influence a purchase. It will be used to make the product
or company stand out among its competitors. Promotional marketing not only
encourages the sales of a product, but also increases the likelihood that
customers will remember specific details about the company.
To promote the company and its product, the company will use
Sponsorship and Internet Marketing. These promotion and communication
strategy tend to meet the consumers or target markets from different places in
Bayambang, Pangasinan and other neighboring towns. We will sponsor events
like fiesta, sport, pageants and other occasions held in Bayambang or other
towns. In exchange, they will promote our business during their event. Internet
Marketing is one of the most effective promotional strategies for our country
experienced rapid modernization in terms of technology. Most of our customers
are fond of using social media so, it is a good way to promote our business.

E. PEOPLE

People are the most important element of any service or experience.

Services tend to be produced and consumed at the same moment, and aspects
of the customer experience are altered to meet the individual needs of the person
consuming it.

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 Manager

Marketing Officer Secretary/Cashier

Company Driver/Utility Labor/Helper

Manufacturer (3)
Personnel (4) (5)

Figure 3. Organizational Chart

The figure shown above shows the staff/personnel of the organization.

Each of them has their own role in the management of Papier Crafts Company.
Job Title, Job Description and Qualifications
The importance of having a job title, descriptions and qualifications will
help the owner to conveniently choose qualified employees to fill in specific
position that one deserves for effective employer and employee working
relationships.

Position: Manager
Job Description: The manager handles the operation, financial system and
marketing innovation, supervision and other related responsibilities for the over-
all management of the Papier Crafts.
Qualifications:
1. Graduate of any related business course, preferably with knowledge in
computer literate.
2. At least 2 years management experienced related to selling products.
3. Good moral character
4. Innovative and risk-taker

Position: Marketing Officer

Job Description: The marketing officer is responsible for making promotional
strategies such as advertising material like tarpaulins, sign board and radio Ads.
Also, monitor, evaluate and assess all activities pertaining to sales.

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Qualifications:

1. 23-35 years of age.

2. Graduate of any business-related course.
3. At least 2 years of experience as Marketing Consultant in selling product.
4. Has a Good Moral Character and pleasing personality.
5. Good communications skills (both oral and written).
6. Computer Literate.

Position: Secretary/Cashier
Job Description:
1. Organize the reports and documents/files of the company.
2. Set appointments and other activities of the manager.
3. Maintain good communication to its clients.
4. Collecting payments of the customers.

Qualifications:

1. 23-35 years of age.

2. Graduate of business related course preferably BSBA, Accounting or
Marketing.
3. With Good Moral Characters.
4. With good communications skills (both oral and written).
5. Computer Literate.

Position: Manufacturer
Job description: Perform different task during the production, such as shredding
and grinding used papers; mixing ingredients, drying, designing and storage.
Qualifications
1. High school graduate
2. Must have 2-year experience in interior decoration
3. Must be willing to work on full time schedule
4. Good moral character

Position: Laborer
Job description: Responsible of maintaining the quality of the products and
painting.
Qualifications

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 1. Male
2. At least 25 to 40 years old
3. Must have good moral character

Position: Driver
Job description: The major task of the driver is to transport the products to the
store.
Qualifications
1. Must have a professional driver license
2. At least 21 years old
3. At least 2 years of experience in driving

F. PROCESS
Process is another element of the marketing mix or 7Ps.There is a number
of perceptions of the concept of process within the business
and marketing literature.

INPUT PROCESS OUTPUT

Capital Profit
Shredding
Labor Customer
Mixing/Grinding
Machines Satisfaction
Molding/Drying
Used Papers or Quality
Creative
Newspaper Products
Designing
Eco-Friendly

Figure 4. CONVERSION PROCESS

This figure shows the conversion process that needs to be done before
delivering eco-friendly products to the target markets.

INPUT

In the business, inputs were the money or the capital, the labor of the
human resources, machineries, and the used papers. With the use of money and
the labor of intention and establishing a good output, this input is essential.

PROCESS

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 Facilitating a good output depends in the accurate processing of the input.
Providing quality paper product like paper bowls also supervises the assistance
and other incentives that would satisfy the customer.

Here are the procedures in creating paper bowls:

1. Shredding/Cutting. It is the used papers or newspaper using a

shredder machine or scissor.
2. Mixing/Grinding. It is the process where the ingredients are
mixed/grind together.
3. Molding and Drying. It is the process of molding the paper mache into
bowls and drying the molded paper mache bowls by heating or
exposing to sunlight.
4. Creative Designing. It is the process of making creative designs on
paper bowls to attract customers.

OUTPUT

By offering quality and eco-friendly paper bowls, the output will have a
satisfied customer and contribute a profit to the business.

Materials Used:
1. Used Papers 6. Acrylic Paint
2. Scissors 7. Bowl
3. Water 8. Container
4. Blender/ Mixer 9. Petroleum Jelly
5. Paint Brush 10. Adhesive Glue

PROCESS IN MAKING PAPER BOWLS:

Step 1. Shredding/Cutting the Used Paper

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Shredding/cutting the paper is the first step in making the paper mache. You can
use a shredder machine or a scissor for this step. After, you have collected used
papers, cut it into thin strips of paper. This step is done to easily break down the
fiber in the paper.

Step 2. Grinding/Mixing the Paper

After cutting the used papers, grind it using a blender or a mixer. This will
fine the paper so that it can be used in making paper bowl

Step 3. Remove the excess water.

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 After, grinding the papers you can start removing the excess water from
the papers. To remove the excess water, you just squeeze the papers and
separate the water from the paper. After removing the excess water, you can use
this paper mache as base for doing paper bowls.

Step 4. Mix the adhesive glue into the paper.

After removing the excess water, you can add the adhesive glue into the
paper and mix it well until the paper will be sticky.

Step 5. Coat the bowl with petroleum jelly.

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 Take a few petroleum jelly and spread it evenly in the inner side of the
bowl. You can use a cotton or tissue in spreading the petroleum jelly. If you don’t
have petroleum jelly, you can use a clear plastic to prevent the Paper Mache
from sticking to the bowl.

Step 3. Mold the paper mache evenly inside the bowl.

Take a paper mache and start creating an even layer inside the bowl.

Step 3. Let it dry under the sun.

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 After molding the paper mache inside the bowl, you can leave the bowl
outside under the heat of the sun. Let it dry for two days under the heat.

Step 3. Paint the dried paper bowl.

After leaving the

bowl for two days, check it if it’s already dry. If yes, then you can start painting it
to your desired design or color. Then, let it dry for few minutes. After all the

G. PHYSICAL EVIDENCE

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 Physical evidence is the environment in which the product is delivered and
where the firm and the customer interact and any tangible commodities that
facilitates performances or communications of the service.

IV. TARGET MARKET

A target market is a group of people considered likely to buy a product or
service. It consists of customers that share similar characteristics, such as age,
location, income and lifestyle, to which a business directs its marketing efforts
and sells its products.
The following is our target market:
 All ages
 All social classes

Market Segmentation

The Papier Crafts Company target markets are segmented by geographic,

demographic and behavior factors.

Geographic

 Our company’s major target market is the area of Bayambang,

Pangasinan and probably we were also targeting to expand
nationwide

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 Demographic

 Most of our customers would be female and most likely a mother

and young adults and adults.
 Children who would be attracted to our products.

Behavior factor

 Customers want a unique product and innovative products

 Customers willing to spend money in buying eco-friendly products
and will help in preserving the environment
 Filipino people give high caring to their family, friends and relatives
for they can use this as a gift to their loved ones.

V. MARKETING STRATEGY
Marketing Strategy has the fundamental goal of increasing sales and
achieving a sustainable competitive advantage. Marketing Strategy includes all
basic, short-term, and long-term activities in the field of marketing that deal with
the analysis of the strategic initial situation of a company and the formulation,
evaluation and selection of market-oriented strategies and therefore contributes
to the goals of the company and its marketing objectives
In this time, where people experienced and suffer global warming and the
result of their reckless behavior towards nature. People strived harder to
preserve the nature and bring back the original form of our environment. Thus,
Papier Crafts will have an advantage because instead of buying products made
from chemicals or plastics. They can just buy our products made from eco-
friendly materials. To contribute in restoration of our Mother Earth. This small act
of them will have a big effect to our environment.

The table below shows the SWOT Analysis conducted by the

Papier Crafts Company.
Table 4.
SWOT Analysis of Papier Crafts Company

STRENGTHS WEAKNESSES
 Papier Crafts is eco-friendly  We are just new to this line of
 Open to all classes/status market
 We offer quality products  Business growth didn’t reach
 Skilled and accommodating yet the maturity
 Low market share
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 staffs
 We sell naturally made products
with creative design

OPPORTUNITIES THREATS
 Global warming resulting for the  There are a lot of well-known
consumers in buying green competitors
products.  Bargaining power of
 Consumers wanting to help Customers
preserve the environment.

VI. Documentation

These are the evidences in making our products and documents of case
study in Green Marketing.

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Sources:

https://en.m.wikipedia.Target_market

https://en.m.wikipedia.org/wiki/Marketing_strategy

https://www.shopify.com/encyclopedia/green-marketing

https://en.wikipedia.org/wiki/Paper

March 25, 2018 – Part 1 of making the paper mache paper bowls.

March 29, 2018 – Continuation of making the product and doing the document.

March 31, 2018 – Final editing of our document.

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