Marketing Program as defined is a coordinated set of activities that helps to achieve goals

of a business. It is used to describe the different kinds of choices organizations have to make in

the whole process of bringing a product or service to market – to put the right product in the right

place, at the right price, at the right time. Marketing program includes the 4 P’s under marketing

mix which are the Product, Price, Place and Promotion.

Chicuron or Chicken turon was made to offer quality and nutritious food in the market,

and make customers realize the benefits they could get in eating banana and chicken. Banana that

is rich in nutrients as well as chicken can satisfy human needs and wants of consumers.

According to the survey conducted, the respondents have high satisfaction on Chicuron, it

is based on the question if they would refer Chicuron to others. 90 % of the respondents agreed

with it.

The researchers decided to apply market penetration to capture a large market share by

attracting buyers through low prices.

Thus, the researchers are not concerned with setting high price to signal that it has a good

taste, or setting low price to sell large quantities. Instead, they priced it according to its cost of

production or the so-called cost-plus pricing strategy, which suits to its target market.

But this price will still be subject to change depending on the changes of prices of raw

materials in the market which will be used in production.

A business must have a convenient and sustainable location for the customers. Based on the
result of the survey conducted the customers wants to buy Chicuron on Food Carts (65%) that’s
why the researchers decided to put up the food cart at Arellano Street, Dagupan City, specifically
in the Hepa Street (beside Colegio de Dagupan) because their target customers are students, and
employees.
 Direct marketing Channel will be used by the researchers since the business is new to the

customers and to the public. The researchers will sell chicuron directly to their target customers.

The customers must be aware of the product, but at the same time, the target market and
advertising costs must be considered.

To attract the interests of people, advertising companies employ different advertising

techniques to convey the right message to the public from all possible perspectives. It purports to

appeal to the emotions of humans.

In determining the market share, the researchers used the formula:

Market Share= Sales Forecast/Unsatisified Demand * Unsatisfied Demand Percentage

Where: Annual Sales Forecast= Php 259,000.00

Unsatisified Demand = 504,998.26

Unsatisfied Demand Percentage= 44%

Market Share = 22.56%

It is the social responsibility of Chicuron to offer food that will satisfy the wants of costumers. It

is also responsible in providing safe and healthy snack for everyone in reasonable price. It will

not misinform the consumers through inappropriate and misleading advertisement. It will

acknowledge the rights of consumers to be heard and take necessary measures to redress their

genuine grievances.

In terms of their employees, it will have a good and fair employment practices and industrial
relations. It should not discriminate between various employees.
The social contribution of Chicuron includes proper execution of what is needed for the business

to fully operate. This includes permits from different sectors of the government.

It is Chicuron’s social contribution to operate by following the business norms and

abiding to the laws the government has provided. It is essential that all permits and all the

documents needed for a business to operate is all present and legally obtained.

Chicuron’s primary economic contribution is providing additional employment to people.

Anyone, whether he or she is a younger, older or a female worker, can be of help and be an

employee of Chicuron. Chicuron also aims to help improve man’s standard of living as it

promises income with benefits to the employee.

Chicuron aims to be as eco-friendly as possible for the environment and will develop products

that will not harm the environment as well as the people. The proponents will strictly comply

with set of standards in cleanliness and apply the rules and regulations on waste segregation from

biodegradable to non-biodegradable to make sure of proper sanitation.

It is Chicuron’s contribution to the government to pay for the permits that the permits should
have for legality. These permits are renewable. Chicuron should also pay for taxes to the
government to be able to give back to the society.