Batac Junior College

City of Batac, Ilocos Norte

Final Requirement in
Business Marketing

MARKETING PLAN

Aguigam, April Jessa Mae S.

Gabbac, Shane Lyka B.
Pungtilan, Charlemaine P.

Steve John R. Bautista

Teacher
PURPOSE AND MISSION
This Marketing Plan is created primarily to introduce an alternative solution to eliminate
plastic straws in the society. This plan presents an eco-friendly product which carries a very
important role, as a guideline of how the Sip-a-Boo would definitely win in the market as the
most profitable bamboo straw in the whole world. This product authorizes detailed and
justifiable information of how the Scarlett Company would introduce and widens its quality as an
eco-friendly bamboo straw and propose the different competitive advantages for the company
and the product as well, to be ahead of the competition.

SITUATIONAL ANALYSIS
A. PRODUCT
 Product Attributes
The Scarlett Company is making its way in establishing its name in the industry. The
company is aiming to be the best among of those best straw offered nationwide. The product will
be well embraced by the customers even if it is only in its first year of operation. The Sip-a-Boo
(bamboo straw) is an existing product and with Scarlett’s compiled creative ideas, the Scarlett
now aims to innovate and expand its features. The bamboo straw is already in its GROWTH
stage since it only existed few years ago. The Sip-a-Boo has its unique features that make the
product more attractive and marketable. The company offers well innovated and safe bamboo
straw that will be used by people not only here in Ilocos but to the whole country/worldwide.
The success of our product depends on how people and business partners would adopt to
the bamboo straw. With the different innovative features of our product, people will be
persuaded to patronize the product and this may lead to a high profit and high market share.
Scarlett Co. is dedicated with skilled people inside and outside the organization. By the creation
of a team with perseverance to serve and satisfy customers’ needs, Scarlett Company and the
Sip-a-Boo will definitely catch people’s attention and trust. The employees of Scarlett Company
are well trained on how to handle complains, serve customers well even if they demand over the
limit and provide remedies about customer’s problems pertaining the bamboo straw. Sip-a-Boo
is a product where it offers the public to see the beauty of our environment. We segment our
target market according to their demographic, geographic and behavioural factors.
There are other bamboo straw brands that already exist in the market but not of it is good
for customers’ needs, like high quality good product performance/functionality and a price that
will define all of its functions. Sip-a-Boo (bamboo straw) has the following innovative features
to make it more competitive in the market:

1. Size: up to 9 cm, 15 cm, 20 cm

2. Environmentally friendly
3. Reusable
4. Easy to clean
5. Safe to use
6. Safe for kids
7. Great for travel
8. Cleaning brush included
 Pricing
Pricing is one of the most important marketing mix because it will allow Sip-a-Boo
maximize profit margins. It includes manufacturing costs, production and distribution
cost, and competition in the marketplace. The pricing objectives of Sip-a-Boo (bamboo
straw) is to meet the profit objective of the product and to be able to maintain its stability
in the market. Recovering the costs of the goods or materials used in manufacturing Sip-
a-Boo is another revenue that generates for the product. One of the pricing objectives of
the Sip-a-Boo is to maintain sufficiency in promoting the product to be marketed in
different areas. In distributing the product, transportation costs are also considered
because it is the way for the product to reach its destination which are the target end
users, through the process of delivery.
We are making the product effectively affordable and available to customers and in
order for the company to drive sales and meet its profit objectives as well as to help
launch product development for Sip-a-Boo. The pricing strategy will be utilized and well-
managed to remain competitive in the market.

 Distribution
We decided to have a selective distribution for our Sip-a-Boo bamboo straw
product because this type of distribution represents a lot of flexibility. We want our
customers to have a wider access to our product so we will distribute it to different
grocery stores, malls and supermarkets around Ilocos Norte and in spaces where a wide
group of public frequently go. In transporting our products, we will be using three (3)
vans in distributing them. There will be one van around the Northern part, one van also in
the Southern part and one back up. The warehouse will be located at the San Nicolas,
Ilocos Norte with a floor area 1,500 sqm. The warehouse will be divided into four (4)
rooms: 1 room will serve as the office of the General Manager and it will also serve as
the conference room; 1 room for Department Managers; 1 stock room and 1 Maintenance
room where technicians will stay.
The van to be used in distributing costs Php 60,000 and with every van, there will
be a Php 4,000 gasoline expense. In order for the product to be successful, there will be
forty-three (43) people working together: General Manager, Managers, Security,
Inventory, Utility, Technicians, Sales Force, Accountant, Auditor, Drivers and Dealers.

 Promotions
In order to attain our objective which is to make the customers aware of the new
brand of bamboo straw that we will offer to the market, we will maximize our promotion
strategies. There will be a faster customer acceptance, higher sales and an increase brand
awareness of the target market of Sip-a-Boo.
We will use different types of advertising to further reach our numerous target
markets. Television advertisement is one of our promotion strategies because it reaches a
larger audience and allows conveying message with sight, sound and motion which will
appear attractive to customers. Billboards will also be a way for us to increase brand
awareness because it stays visible for 24 hours a day and everyday of the week. We will
also make our own official website where customers can visit anytime and anywhere, and
they can also order drones here if they cannot go to the stores. Lastly, flyers will also be
available for customers who will visit any retail stores; it will contain information about
the product’s functions and all the direction and guidance for use. The advertising cycle
 of Sip-a-Boo will be based on our implementation table which will be pour guide in
implementing our promotion strategies.

 Services Offered
Once the customers are able to purchase or gain an access to the product within
our first week opening, we will giveaway gifts and we will also offer free delivery to
customers who are not able to pick-up the product. We also offer (1) year warranty to the
business we are negotiated with as long as they present the certificate of warranty that is
part of the packaging. To the business we will supplying to such as cafeterias and
restaurants, we will give them also free (1) box of the Sip-a-Boo (bamboo straw). In case
the customers have complaints regarding the product, they can go to the malls, grocery
stores and supermarkets where they purchased it, then we will personally talk to them and
clarify things so that we can avoid problem that might affect the product’s image.
Everywhere the products have displayed, we have our staff partners that will assist
customers who needs or wants to improve and change the product’s features.

B. TARGET MARKET
We will sell our Sip-A-Boo (bamboo straw) to businesses involved in food industry here
in Ilocos Norte. Most likely that we will target are the cafeterias, restaurants, and hotels. We will
also target the shopping malls and grocery stores. We decided to target these groups because they
more prefer eco-friendly, high quality and affordable products. This product will also help to
attract customers because they show importance, innovation and love to the Filipino resources.
The product will be placed in all municipalities and cities of Ilocos Norte in order for customers
to have an easy access on the product.
Customers can buy the said product in the nearest malls and grocery stores and public
markets in their area. With this, they can personally test and look at the products’ features and
how resourceful it is. With regards to the cafeterias, restaurants and hotels, we will negotiate and
supply them their needs. We will surely give them satisfaction.

C. DISTRIBUTION
Sip-a-Boo will be properly delivered to each customers through channels or supply
chains in order to reach its target end users. In the part of the buyers who wants to have these
bamboo straws, Scarlett Company will act as a wholesaler and deliver it to retailers such as
malls, supermarkets and grocery stores to make the product more conveniently available for
purchase. We will also build and manage a good relationship to our channel partners in selling
Sip-a-Boo by providing those benefits that will make their jobs easier in delivering the product to
the end users, and to achieve our goals and objectives in providing these bamboo straws to our
target customers.

D. COMPETITORS
There are already existing bamboo straw brands in the market such as Simply Straws,
Buluh Straws, Anji Wuyuan Bamboo Products Factory, Zone Bamboo Straws, Kimberley-Clarke
Corporation, Straw Free, Bamboo Straws Worldwide and Bambu. The following competitors
have its edge or advantages toward us because they already exist and have already established
customer loyalty and relationship to their target markets, in compare to Sip-a-Boo which is a
brand new product which does not have exposure in the market. In contrast with this edge, they
also have threats; an example will be the innovative product that we will produce, we can
improve its features so that customers will prefer Sip-a-Boo.
Being resourceful is what customers more prefer because this will be a big help to
promote our own resources and to show other people that we can feel and enjoy pleasure even
without the use of plastic straws. For Sip-a-Boo to be more competitive in the market, we will
cater the needs of all our target customers because it will serve as our competitive advantage.

E. ENVIRONMENTAL CONCERNS AND OPPORTUNITIES

External factors such as trends and events related to the product can somehow affect the
company’s product in the market because it might be a hindrance or an opportunity in order for
the company to attain its goals. And with these opportunities, Scarlet Company will be able to
market Sip-a-Boo to its target market to increase its profitability and to continuously provide
customers bamboo straws that is eco-friendly. If objectives are properly done, Sip-a-Boo will
improve its quality and feature to meet the demand and preferences of bamboo straw users.

F. SUMMARY OF CURRENT SITUATION

SWOT ANALYSIS
STRENGTHS
1. It is anti-bacterial, natural and organic. Bamboo contains a binding agent,
named as “bamboo kun” that fight against any parasite or fungus that tries to
grow on it, certainly making bamboo straws a hygienic material that
customers would prefer to use because customers are very much picky with
the materials they use when it talks about food or beverages.
2. An environmental-friendly alternative to plastic products. Bamboo straws
serves as an alternative solution from using plastic straws that helps from
saving the environment which the customers will pick because they want
something that could save out Mother Earth especially the traditionalists who
cares for society and nature.
3. It can last for years. Customers would prefer something that could last
longer and more useful. Customers are fond of buying something that would
worth their budget because these bamboo straws come with a cleaning brush
to wash them out that makes it reusable.
WEAKNESSES
1. New to the market. A product that is new to the market is somehow hard to
make it because it has minimal customer’s exposure.
2. Low market share. Low market share is an indicator of weak customer
exposure and might as well be lesser customer that is aware of the product
offering.
3. No replaceable part of products. So, the customer have to purchase a new
unit.
OPPORTUNITIES
1. Increasing number of bamboo straw users. As time passes by, a lot of
people are fond of using straws specially when drinking beverages such as
 juice, smoothies and the like. Therefore, it is an opportunity for Sip-a-Boo to
offer these bamboo straws that is a sustainable products.
2. Product can be exported to other countries. Philippines is not only the
country who wanted to eliminate plastic straws, which is another opportunity
of Sip-a-Boo to export its product in the other countries that would help from
lessening the rapid rate of plastic straws which degrade our environment.
3. Increasing Market Access. By making a Sip-a-Boo available to larger area
scope, malls and even supermarket is where our product will be available for
purchase so that the customers would have a greater chance to avail the
product.
THREATS
1. Well established name of competitors. Sip-a-Boo would not ring a bell
because it is new in the market. Customers would prefer brands that is already
existing or already established in terms of selling bamboo straws.
2. Other alternative straws such as paper straws or metal straws. These
would rely on the customer needs or demands. Some prefer these kinds of
straws depending on how they see its benefits and advantages which is
uncontrollable by Sip-a-Boo that their product doesn’t offer.
3. Competitor’s new strategies. The competitors can enter the market and come
up with new technology that offers more benefits.

MARKETING OBJECTIVES
The objectives of the marketing plan for Sip-a-Boo focuses on uplifting the profitability
and publicity of the product since this product is new in the market. Specifically, this marketing
plan aims to:
1. To increase the awareness of the target market from 0% to 30% within a year of
implementing the marketing plan.
2. To gain at least 20% Return of Investment for the first three months of the
implementation of marketing plan.
3. To gain 40% profitability of the product within 2 years of its operation.
4. To increase consistent increase in sales by 25% in 12 months of operation.
TACTICAL MARKETING PROGRAMS
Product
 Sip-a-Boo
We named this product as “Sip-a-Boo” because customers will sip through a
bamboo straw. This brand name will ring a bell to people who will read, hear and see it.
We’ve come up with this name so that customers will not struggle to remember it
correctly and it is clearer for them to identify what the product is. We make sure that our
brand name is different and meaningfully unique.

Positioning Statement
 A piece of nature, sip a better future.
A single bamboo straw can give a great help to the environment. No matter how
small the thing is, it will have a big impact not just to the surroundings but with the
people living on it. Bamboo straw might have a little contribution but it will serve as a
stepping stone in saving the world for a brighter future.

Logo

We believe that our logo is soothing in the eyes that can catch the attention of the
customers. The green color represents the nature and has strong emotional
correspondence with safety. This means that our product is not harmful to the users. On
the other hand, orange represents success and very high visibility, that is used to catch
attention. The letter I in the word “sip” is a straw, which tells that our product is a
bamboo straw. Sip-a-boo’s logo will be remarkable to everyone.

Packaging
Sip-a-Boo’s primary package will consist of carrying pouch together with the
cleaning brush. We decided to provide carrying pouch so that the straws are organize and
safe. The secondary package will be a box that suits the size of the product. The box
includes the logo, positioning statement, labels as well as the manufacturing address.
Main Benefits
Sip-a-Boo will provide benefits to their customers such as eco-friendly which
makes it unique and different from other existing straws. To increase customer
satisfaction Sip-a-Boo will provide cleaning brush when they buy the product so that they
can easily clean it and safer to use again. Sip-a-Boo is handy and great for travelling
because the customer can carry it anywhere.

Place
We target urban areas around Ilocos Norte. The product will be placed in malls
like JTC Superstore Batac, Hypermarket Laoag, Robinsons Ilocos Norte, Savemore
Laoag and Puregold Laoag for customers to have an easy access on the product.

Pricing
The pricing strategy will be overlooked and regulated to remain competitive in the
market in order for the company to satisfactorily drive sales, meet its profit objectives
and establish product development. Sip-a-Boo will make the product efficiently
affordable and available to customers.

Promotion
Promotion is a way to increase customers awareness, attracts and induce them to
buy the product. Sip-a-Boo will apply the following marketing platforms that need to be
done to increase brand loyalty of the target market.
Website. We will be having our own website wherein the product’s information
is presented. These are the benefits of the product which are environmentally friendly,
reusable, easy to clean and even safe to use. Its price is Php 250.00 each box which
includes a free cleaning brush. The website is effective throughout the year because it
will serve as a way for the customers to have an easy access in buying our products.
Here, the customers can express their comments and suggestions about the product.
 Billboards. The billboard will be an effective medium of awareness. It includes
the positioning statement together with the logo that could catch the attention of the
customers. Billboards will be located in front of the malls and hypermarkets where the
product is located. Sari-sari Stores would also be included so that people in the small
areas are aware of this bamboo straw that is advertised by Toni Gonzaga, an influencer
that could encourage the customer to by the product. The billboard will be effective in the
month of January to May because it is summer time as well as September to December
because it is Christmas season wherein most of the people love to travel. Therefore, when
they pass by the malls, they could see our product where it could increase the customers
awareness and even its profitability when they buy it.

Flyers. The flyers are tools in promoting the Sip-a-Boo product. It contains the
product’s features, contact number and even the address of the main building where the
product is available. These flyers will contain information like we will be having promo’s
and discounts to the loyal customers. We find it as a way in increasing the profitability of
the product and even attaining the return of investment when it works. These flyers can
be distributed in malls and hypermarkets where the product is displayed. These are
distributed in the month of February to May and September to December because we
believe that there are a lot of people who go to the malls and hypermarkets because of the
special events that happens on these months.

Television Advertisement. The advertisement will show the uses and benefits of
the product and even the situations where it can be useful. It will air at 7 o’clock in the
evening with the duration of 15 seconds because this is the time wherein the customers
are watching news and their favorite teleseryes. The advertisement will be air everyday
from the month of February to May because it is summer season. It is hot, and people
need something to drink to refresh their body therefore the usage of straws in beverages
will be high. On rainy seasons, it will be air thrice in a week which is from June to
January because these are the months where it is cold and we need something that could
calm our body. Hence, these bamboo straws are also useful in the coffee shops. Toni
Gonzaga is the celebrity we chose to endorse our product because of her personality
which is her love for nature. It will be a big help in encouraging the people to buy our
product and even a consistent increase in sales will happen.
 BUDGETING, PERFORMANCE ANALYSIS AND IMPLEMENTATION
September

November

December
February

October
January

August
March

April

June
May

July

Website
Billboards
Flyers
Television

ORGANIZATIONAL
GENERAL
MANAGER

Production Service Sales and Finance Distribution

Manager Manager Marketing Manager Manager
Manager

2 Security 5 Technicians 7 Sales Force 1 Accountant 6 Drivers

5 Inventory 1 Auditor 6 Dealers

Interpretation:
A good and well-trained selected people will be another key in achieving each goals and
objectives of the company so that the product will be more profitable in the market.

 General Manager- where the different department head will report about the business
processes in their respective departments and/or the condition of the business.
 Sales and Marketing Manager- responsible in making Sip-a-Boo popular in the
market and in charge of the promotional decisions.
 Financial Manager- checks the cash flow of the company expenses and other financial
matters related to the product.
 Service Manager- the one who will manage the technical matters that is used in
manufacturing the product and service offerings related to the product.
 Distribution Manager- the one who will check that the Sip-a-Boo straw is well
distributed in target places where the product is available.
 Production Manager- in control of the production of Sip-a-Boo straws and negotiates
with the manufacturing company who will make the straw for us.
 Drivers- the one who will deliver the product, ensure that the product is delivered on
time and in proper condition.
 Technicians- responsible in the maintenance and repair of the machinery and
equipment that will be use in manufacturing the product.
 Sales Force- in charge of assisting the customers who are interested with the product
in the mall we have assigned.
 Dealers- work with the drivers in putting the product in each of the selected malls and
negotiate will all the managers.
 Inventory- monitor and maintain the stocks of the products in the warehouse; deals
with the dealers in terms of mall stocks.
 Utility- always maintains a clean work area and inspect finished products.
 Security- secures premises and personnel by patrolling property, inspects buildings,
equipment and access points.
1 General Manager
5 Managers
2 Security
5 Inventory
4 Utility
5 Technicians
7 Sales Force
1 Accountant
1 Auditor
6 Drivers
6 Dealers
43 TOTAL OF EMPLOYEES

CONTROLS AND OTHER CONSIDERATIONS

The time schedule will be organize and precise in evaluating all the activities and system
operations of the company in order to have an uniformity and ensure that the company promotes
itself toward attaining its goals and objectives. Scarlett Co. will list its schedule of monthly
inspection of the warehouse to make sure that the machinery equipment use are functioning well.
Scarlett Co. will also inspect the delivery vans to ensure that the supply is efficient and no delays
will happen. Our management team will do weekly session to discuss, assess and lecture about
everything in sales, distribution, formulation of new and enhancing current strategies and also
with the production expenses for day-to-day, monthly and annually.

This plan is executing effort for an effective form of implementation towards making the
business perform well.
Internal factors that may affect the plan:
 Budget and Resources
 Employee Risk
 Strategy Risk
 Innovation
External factors that may affect the plan:
 Market Trends
 Customers
 Established or Well-known Competitors