CHAPTER 2 MARKETING ASPECT

Food carts have been around in the Philippines for quite some time. From your friendly neighborhood fish ball carts to the endless stalls you see in malls and train stations, these quick snack peddlers have filled many hungry tummies on the go. The food carts began as a moneymaking franchise, a business fad of sorts. Weve seen, however, that theyre here to stay. And while most of them still offer run of the mill food, a new generation of carts is now on the rise. These meals on wheels are now coming full circle, offering something for everyone. Yes, they have arrived. Make way for those sleek, colorful kitchens on wheels similar to those that have invaded the food scene all over Washington, New York, Seattle, San Francisco and Los Angeles. They continue to satisfy their regulars with the familiar, while piquing/giving an excitement to everyone elses attention and palate with a growing list of innovative offerings. At Cucina Andare, Mercato Centrales newly-launched weekend dining destination at Glorietta 3 park just across the Makati Shangri-la Hotel, are Manilas version of gourmet food trucks that carry loads of good food including mouthwatering shawarmas, healthy wraps and tacos, sumptuous burgers, and yes, even homemade gelato and authentic Japanese ramen. But, among the Food Trucks here in the Philippines, Have you ever heard of a Healthy Cupcakes on wheels? I bet you havent, thats why we are conceptualizing this kind of food truck offering a gourmet healthy cupcakes. Why did we choose cupcake as our product? Its because cupcakes seem uniquely suited to our modern sensibilities. They're portion-controlled, portable,

easy to make in batches, open to lots of decorating strategies, tasty and can be inexpensive to make. To explore the history of the cupcake, the first incarnation of the cup cake was probably a standard cake recipe using ingredient quantities in cup measurements to make remembering the instructions easier. It went something like this: one cup of butter, two cups of sugar, three cups of flour and so on. Pound cakes use the same device, by weight, for remembering ingredient proportions. When food historians approach the topic of cupcakes, they run into a gray area in which the practice of making individual cup-sized cakes can become confused with the convention of making cakes with cup-measured ingredients. From a recipe published in 1828, we find instructions for baking a cup-measured cake in small tins instead of a large pan. This tells us that the origin of the diminutive cupcakes we all know and love dates from at least the early 19th century. The notion of baking small cakes in individual containers probably began with the use of clay or earthenware mugs. It could have been a way to use up extra batter; to make the most efficient use of a hot oven by placing small ramekins, or little baking dishes, in unused spaces; or to create an evenly baked product fast when fuel was in short supply. Early in the 20th century, the advent of multi-cupcake molded tins brought modest mass production methods to cupcake making, and a modern baking tradition was born. This leads to an interesting distinction between small, individual cake-like pastries. ** Source: Davidson, TLC Cooking, Yahoo Philippines

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Figure 2 Respondents who buy in Mall

MALL
7.27% 17.79% 8.27% 43.11% Always Often Sometimes Rarely 23.56% Never

Figure 2 shows where the respondents usually buy cupcakes. It shows that there are 172 or (43.11%) of the total respondents always buy cupcakes at the malls. 94 or (23.56%) are often buys cupcakes in the malls, 71 or (17.79%) sometimes buys cupcakes in the malls, 29 or (7.27%) rarely buys cupcakes in the malls, and 33 or (8.27%) never buy cupcakes in the malls. The researchers concluded that majority of the respondents always buy cupcakes in malls because there are lots of cupcakes stores to choose from there.

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Figure 3 Respondents who buy in Bakery

BAKERY
3.51% 10% 17% 47.37% Always Often Sometimes 22.06% Rarely Never

The figure above presents that 189 or (43.37%) of the respondents always buy cupcakes in bakeries, 88 or (22.06%) are often buy cupcakes in bakeries, 68 or (17%) sometimes buy cupcakes in bakeries, 40 or (10%) rarely buy cupcakes in bakeries, and 14 or (3.51%) never buy cupcakes in bakeries. Therefore, the majority of the respondents buy cupcakes in bakeries because it is the first place where they think cupcakes are available.

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Figure 4 Respondents who buy in kiosks

KIOSKS
9.52% 10.28% Always 19.30% Often Sometimes 35.59% Rarely Never

25.31%

Figure 4 presents the respondents answers about buying cupcakes in kiosks. There are 38 or (9.52) of the respondents always buy cupcakes in kiosks. Only 41 or (10.28%) often buy cupcakes in kiosks, 77 or (19.30%) sometimes buy cupcakes in kiosks, 142 or (35.59%) rarely buy cupcakes in kiosks, and 101 or (25.31%) never buy cupcakes in kiosks. The researchers found out that the majority of the respondents are not fond to buy cupcakes in kiosks because of the thought of the price of foods in kiosks are expensive.

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Figure 5 Respondents who buy in Cafe

CAFE
9.27% 17.79% 10.52% 23.56% Always Often Sometimes Rarely 38.85% Never

Figure 5 shows the respondents answers about buying cupcakes in cafes. It shows that there are 42 or (10.52) of the respondents always buy cupcakes in cafes, 94 or (23.56%) often buy cupcakes in cafes, 155 or (38.85%) sometimes buy cupcakes in cafes, 71 or (17.79%) rarely buy cupcakes in cafes, and 37 or (9.27%) never buy cupcakes in cafes. The researcher concluded that majority of the respondents preferred to buy cupcakes in cafe sometimes because of the good ambiance that they could get whenever they want a peaceful place for a short period of time.

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Figure 6 Respondents who buy in food stalls

FOOD STALLS
16.04% 11.53% 21.30% 22.81% Always Often Sometimes Rarely 28.32% Never

The above table presents that there are 46 or (11.53%) of the respondents buy cupcakes in food stalls, 85 or (21.30%) often buy cupcakes in food stalls, 113 or (28.32%) sometimes buy cupcakes in food stalls, 91 or (22.81%) rarely buy cupcakes in food stalls, and 64 or (16.04%) never buy cupcakes in food stalls. Majority of the respondents sometimes buy cupcakes in food stalls because cupcake food stalls had scattered everywhere so its the nearest place where they can avail cupcakes.

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Figure 7 Respondents who buy online

ONLINE
5.51% 39.10%

13.03% Always 24.56% Often Sometimes Rarely Never

17.79%

This table presents that there are 22 or (5.51%) of the respondents who always buys cupcakes online, 52 or (13.03%) often buys cupcakes online, 98 or (24.56%) sometimes buys cupcakes online, 71 or (17.79%) rarely buys cupcakes online, and 156 or (39.10%) never buy cupcakes in food stalls. Mostly of the respondents never buy cupcakes online because they cant immediately give trust to online sellers and they are not sure how safe is to buy with someone who they really dont know.

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Figure 8 Respondents who usually buy cupcakes during lunch break

Lunch Break
15.04% 9.52% 16.29% 27.57% 31.58% Every time Almost Every time Sometimes Almost Never Never

The above figure presents that there are 38 or (9.52%) of the respondents who buy cupcakes during lunch break every time, 65 or (16.29%) buy cupcakes almost every time, 126 or (31.58%) buy cupcakes sometimes, 110 or (27.57%) almost never buy cupcakes, and 60 or (15.04%) never buy cupcakes during lunch break. Majority of the respondents prefer to buy cupcakes during lunch break sometimes because they consume some alternative foods that they can eat whenever there is a lack of time to eat their full lunch. They will look for other substitute, and one of those are cupcakes.

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Figure 9 Respondents who usually buy cupcakes after class/work

After Class/Work
6.27% 3.26% 23.06% 28.32% Every time Almost Every time Sometimes 39.10% Almost never Never

figure 8 presents that there are 92 or (23.06%) of the respondents always buy cupcakes every after class/work, 156 or (39.10%) buy cupcakes every after class/work almost every time, 113 or (28.32%) sometimes buy cupcakes every after class/work, 25 or (6.27%) almost never buy cupcakes every after class/work, and 13 or (3.26%) never buy cupcakes after class/work. The researchers found out that majority of the respondents buy cupcakes almost every after class/work because thats the time they are on their way home, its either they will eat it while on the trip, or it will serve as treat to their family.

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Figure 10 Respondents who usually buy cupcakes while Shopping

While Shopping
6.27% 38.60% 26.82% Every time Almost Every time Sometimes Almost Never 20.05% Never

8.27%

This table shows that there are a total of 154 or (38.60%) of the respondents always buy cupcakes while shopping, 80 or (20.05%) often buy cupcakes while shopping, 107 or (26.82%) sometimes buy cupcakes while shopping, 33 or (8.27%) rarely buy cupcakes while shopping, and 25 or (6.27%) never buy cupcakes while shopping. Majority of the respondents always buy cupcakes while shopping because shopping is one of the best times to buy everything they need and they want.

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Figure 11 Respondents who usually buy 1-5 pieces of cupcakes

1-5 pcs
3.01% 7.77% 14.54% 41.10% Always Often Sometimes 33.58% Rarely Never

Figure 11 illustrates that there are 164 or (41.10%) of the total respondents are always buying 1-5 pieces of cupcakes, 134 or (33.58%) often buys 1-5 pieces of cupcakes, 58 or (14.54%) sometimes buys 1-5 pieces of cupcakes, 31 or (7.77%) rarely buys 1-5 pieces of cupcakes, and 12 or (3.01%) never buys 1-5 pieces of cupcakes. The researchers found out that most of the respondents always buy 1-5 cupcakes because they just only want to try something far from the usual food that they eat.

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Figure 12 Respondents who usually buy 6-10 pieces of cupcakes

6-10 pcs
2.26% 6.27% 31.33% 32.83% Always Often Sometimes Rarely 27.32% Never

The figure above indicates that there are 125 or (31.33%) of the respondents always buy 6-10 pieces of cupcakes, 109 or (27.32%) often buy 610 pieces of cupcakes, 131 or (32.83%) sometimes buy 6-10 pieces of cupcakes, 25 or (6.27%) rarely buy 6-10 pieces of cupcakes, and 9 or (2.26%) never buys 6-10 pieces of cupcakes. The researchers concluded that the majority of the respondents buy 6 to 10 pieces of cupcakes in just some times because it is not only the cupcakes that they can bring home, there are still other options to choose from.

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Figure 13 Respondents who usually buy 11-15 pieces of cupcakes

11-15 pcs
19.30% 21.55% Always Often 22.81% 22.81% Sometimes Rarely Never

13.53%

Figure 12 illustrates that there are 86 or (21.5%) of the respondents always buy 11-15 pieces of cupcakes, (91or 22.81%) often and sometimes buy 11-15 pieces of cupcakes, 54 or (13.53%) rarely buy 11-15 pieces of cupcakes, and 77 or (19.30%) never buys 11-15 pieces of cupcakes. Most of the respondents sometimes and/or rarely buy 11-15 pieces of cupcakes because they think thats too much too feed their selves and they might get satiated.

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Figure 14 Respondents who usually buy 16 pieces and above cupcakes

16 pcs and above

8.02% 28.57% 10.53% Always Often 28.07% 24.81% Sometimes Rarely Never

This table 13 shows that there are 32 or (8.02%) of the respondents always buy 16 pieces and above cupcakes, 42 or (10.53%) often buy 16 pieces and above cupcakes, 112 or (28.07%) sometimes buy 16 pieces and above cupcakes, 99 or (24.81%) rarely buy 16 pieces and above cupcakes, and 114 or (28.57%) never buys 16 pieces and above cupcakes. Majority of the respondents never buys 16 pieces and above cupcakes because the amount of those many cupcakes costs them a lot.

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Figure 15 Respondents who often buy cupcakes

How often do you buy cupcakes?

21.05% 38.10%

Daily Weekly

40.85%

Monthly

Table number 14 indicates that there are 84 (21.05%) of the total respondents are buying cupcakes Daily, 163 (40.85%) who buy cupcakes Weekly, and 152 (38.10%) are buying Monthly. As the researchers observation, Pay day is a great factor that affects why majority are buying cupcakes weekly, they consider buying a box of cupcake every to treat themselves after a weeklong of work or class and maybe because it is not necessary to buy cupcakes daily because they might start to lose interest on the product and if monthly, they might miss the innovations in cupcakes.

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Figure 16 Respondents who pay for a piece of cupcake

How much do you pay for a piece of cupcake?

Php 30.00-34.00 10.78% Php 35.00-39.00 22.30% 10.03% 15.29% 10.78% 7.52% 5.01% Php 40.00-44.00 Php 45.00-49.00 Php 50.00-54.00 Php 55.00-59.00 Php 60.00-64.00 Php 65.00-69.00 4.51% 9.77% 4.01%

Table 15 displays the percentage distribution of how much the respondents are willing to pay for a piece of cupcake. There 89 (22.30%) of the total respondents who are willing to pay Php30.00-34.00, 40 (10.03%) who are willing to pay Php35.00-39.00, 30 (7.52%) who are willing to pay Php40.00-44.00, 20 (5.01%) who are willing to pay Php45.00-49.00, 43 (10.78%) who are willing to pay Php50.00-54.00, 61 (15.29%) are willing to pay Php55.00-59.00, 16 (4.01%) are willing to pay Php60.00-64.00, 39 (9.77%) who are willing to pay php 65.00-69.00, 18 (4.51%) who are willing to pay Php70.00-74.00, 43 (10.78%) who are willing to pay Php75.00 and above. Majority of the respondents are willing to pay Php30.00-34.00 for a piece of cupcake because it is the lowest and most affordable price for the respondents.

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Figure 17 Usual size of a cupcake they buy

What size of cupcake do you usually buy?

12.53% 12.28% Mini-cupcakes Regular-sized cupcakes

75.19%

Table 16 shows that 49 (12.28%) usually buy mini cupcakes, 300 (75.19%) usually buy regular-sized cupcakes, and 50 (12.53%) usually buy big cupcakes. According to the researchers observation the majority usually buys the regular-sized cupcake because its the size which is always available in the market and its the size that satisfies their craving.

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Figure 18 Flavors they want to purchase

What flavor do you want to purchase?

13% 17% 10% 37% 23% Apple of the Eye Dieter's Funfetti Banananilla Inner Chai Up Side Down

The table above shows that 68 (17%) of the respondents assessed that they want Apple of the Eye. 148 (10%) answered that they want Dieters Funfetti, 92 (23%) want Banananilla, 147 (37%) want Inner Chai, and 52 (13%) want Up Side Down. Based on the table, respondents top choice is Inner Chai cupcake, maybe because they consider it as the healthiest flavor among all and maybe Tea is also a trend to be used as flavoring.

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Figure 19 Purchase of Any Desserts in Food Truck

Are you Purchasing Any Desserts in Food Truck?

13.03% 20.55% 34.59% 10.57% Always 21.30% Often Sometimes Rarely Never

The table above states that there are 42 (10.57%) of the total number of respondents which are aware on the product offerings. 48 (28.4%) who always buy desserts in food truck, 85 (21.30%) often buy desserts in food truck, 138 (34.59%) are sometimes buying desserts in food truck, 82 (20.55%) rarely buy desserts in food truck and only 52 (1.25%) never buy desserts in food truck. Many of them are sometimes buying desserts in the food truck because according to Table #, majority are buying in bakery, maybe for the reason that it offers more variety of desserts or maybe they offer lesser price compared to food trucks.

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Figure 20 Interest in Buying Healthy Cupcakes

Will you be interested in purchasing a healthy cupcake?

2.76% 10.53% 3% Very Interested 27.32% 56.39% Somewhat Interested Neutral Not Very Interested

Table 18 presents that there are 225 (56.39%) of the total number of respondents who are very interested, 109 (27.32%) who are somewhat interested, 42 (10.53%) are neutral, 12 (3%) are not very interested and only 11 (2.76%) are not interested at all. Based on the researchers observation, respondents are Very interested in buying healthy cupcakes because today, many are health conscious and wants to start a healthy lifestyle.

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Figure 21 Consider Purchasing Cupcakes in a Food Truck

Would you consider purchasing your cupcakes in a food truck?

1.25% 15.29% 4.26% 44.36% 34.84% Very much Somewhat Undecided Not really Not at all

The table above shows that 177 (44.36%) of the respondents assessed that they consider purchasing cupcakes in a food truck very much. 139 (34.84%) answered that they somewhat consider it, 61 (15.29%) are still undecided, 17 (4.26%) not really consider it, and only 5 (1.25%) not at all consider it. Based on the table, respondents consider purchasing cupcake in food truck very much maybe because they want to experience purchasing their cupcake on it and food truck is one of the trends today.

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Product Description We are a treat shop serving mouth-watering healthy cupcakes from our beloved little food truck and our kitchen. Our goal is to make cupcakes as delicious and as accessible as possible. We want to remove the hassle of getting this gourmet dessert so that consumers can enjoy fine healthy sweets when they want them. No more expensive south beach diet or fruits-only for dinner. We dont want any unhappy tummies out there! Sometimes they just need to treat themselves to something nice without worrying about their diet plan. For us though, we think it should be ALL THE TIME! Theyve got classes to be present at, meetings to sit in, piles of work to sift through, gym classes to attend, Diet plan to follow, and The Eat & Not -to-eat sweets. Its so hard to treat their selves and stay fit & healthy at the same time. Daily Dose specializes in making healthy cupcakes, so that they can enjoy eating our gourmet dessert without worrying about their weight and it would be easy for them to access our food truck without the need to make reservations or buy expensive cupcakes in restaurants & high-end cafs. We make it so they can enjoy high taste, but stay fit & at street level. We will give you the best & healthiest sweet treat through our freshly made cupcakes, straight to your hands from our truck. We love sweet things and we know our consumers do too! And sweet treats taste even better when they know that they have nothing to worry because we make it with the freshest ingredients to serve a quality cupcake and also, to keep them fit and healthy. So maybe our desserts dont drop from heaven, but if

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you do taste them, you might think that you must have been blessed. We look for the best ingredients and take extra care to prepare them. Flavors Apple of the Eye It is an applesauce cupcake with honey peanut butter frosting. The cupcake contains far less calories than your average cupcake because of the applesauce, and the honey peanut butter frosting packs good nutrition that makes you go for this cupcake. Dieters Funfetti Cupcakes If you're looking to cut fat and calories, it'll definitely do the trick by combining the Daily Dose signature batter mix with a 12-ounce can of diet soda, totally easy, low-cal cupcakes, Its the cupcake youd like to accompany you on your diet! Bananilla Vanilla cupcake with banana frosting that surprisingly packs your daily dose of protein. Inner chai The aromatic flavor of this cupcake packs a lot of benefits: it boosts your energy and metabolism reduces bloating and most importantly it relieves PMS for the ladies.

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Upside-down These cupcakes don't call for finishing touches like frosting and sprinkles, they do offer the fun of flipping the pan and unmolding a dozen fruit-topped, topsy-turvy desserts. Daily Dose targets Class B and Upper C. These include young adults, office workers, young professionals, health conscious people, people who are in diet, working parents that provide healthy alternatives for their family and people who want to start a healthy lifestyle. Daily Dose cupcakes are available in Ayala Triangle Gardens, Makati, every Monday, Tuesday, Wednesday, 12NN to 9PM and in Glorietta Park in front of Glorietta 3 every Thursday, Friday, Saturday, 4PM-2AM. 4 Ps Study (Price, Place, Promotion, Product) Product People of today are fond to eat sweet foods like cupcakes. This will serve as the competitive advantage of our business enable to penetrate to the market. We are a treat shop serving mouth-watering healthy cupcakes from our beloved little food truck and our kitchen. Our goal is to make cupcakes as delicious and as accessible as possible. We want to remove the hassle of getting this gourmet dessert so that consumers can enjoy fine healthy sweets when they want them. No more expensive south beach diet or fruits-only for dinner. We dont want any unhappy tummies out there! Daily Dose specializes in making Healthy Cupcakes, so that they can enjoy eating our gourmet dessert without worrying about their weight and it would

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be easy for them to access our food truck without the need to make reservations or buy expensive cupcakes in restaurants & high-end cafs. We make it so they can enjoy high taste, but stay fit & at street level. We will give you the best & healthiest sweet treat through our freshly made cupcakes, straight to your hands from our truck. For Daily Dose, Product quality is essential for the success of the business. In order to ensure product quality, we will emphasize cleanliness and sanitation, use quality ingredients, and will always be sure that all cupcakes are properly baked. Innovations are also an important factor in our growth and success. Our food truck will start by offering a variety of flavors particularly, Apple of the Eye, Banananilla, Inner Chai, Dieters Funfetti and Upside-Down Cupcakes. Place The Daily Dose food truck will be at Daily Dose will be located at Ayala Triangle Gardens, every Monday to Wednesday, a sub-district of the Makati central business district, comprising of the parcel of land between Ayala Avenue, Makati Avenue and Paseo de Roxas, as well as the buildings on those streets. Many multinational companies, banks and other major businesses make their home on the triangle, noted by the many skyscrapers bounding the Triangle. This is the ideal spot for people who want to distance themselves from the everyday hustle bustle to relax, unwind and get in touch with nature. And, at Cucina Andare in Makati, the first Food Truck Market in Manila located at the Glorietta 3 Park fronting Shangri -la Hotel Makati, where food trucks converge every

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weekend Thursday, Friday, Saturday, 4PM to 2AM. Cucina Andare is the perfect location for the food truck market because not only that it captures different market by providing customers a different take on their usual food and dining but there is also the continuous search of Filipinos for foods that will not only feed their appetite but increase their experience as well. Price We know that cost-plus pricing is the simplest pricing method. The firm calculates the cost of producing the product and adds on a percentage (profit) to that price to give the selling price. Specifically, we make a 200% mark up on every cost of our cupcake so that we will not incur any losses even if we apply discounts or any promotion on our products. We did this because we will sell cupcakes using price per piece, by 6, by dozen, or by two dozens, simply the price of cupcakes gets cheaper if they buy by bulk. Promotion Promotional objectives of Daily Dose Food truck will consist of creating consumer awareness, generating interest & desire, and moving the customer to make the purchase. Strategies for making consumers aware of the food truck will include advertising at low price. By simply building customer awareness, interest, and desire, consumer purchases will increase, raising Daily Dose sales. We do not only need to find new customers for our food truck, but we also need to increase sales to our current customers. We need them to come back regularly, to bring their friends and family to eat too, to recommend our truck to their

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friends, and to spread the word that we serve the Best Healthy Cupcakes in Town. Therefore, we will be using the Pull Strategy which attempts to generate consumer demand for the product primarily through advertising and sales promotion appeals. Here are the ideas that will deepen our relationship with our current customers and help us entice the new ones to keep coming back for more. Transit Advertising

An advantage of our food truck is that the body of the truck can be used as a platform for advertisement by just having an eye-catching layout all over the food truck. Poster

Poster will be placed in our store. The design of the poster can able to catch the attention of the customers because of the information provided as well as its aesthetic. Chosen colors are pleasing to the eye and will surely boost the interest of the customers to eat to our food truck. Flyer

We can give flyers to anyone, at anytime and anyplace. We can also keep them in our food trucks service window for customer reference, send them to old clients and new contacts, or hand them out in person at an event or on the street. These simple little things can be passed easily from person to person like a formal word of mouth, promoting our business far and wide, or can be kept by our customers for when they need us the most. Business Card

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Our aim is to make our business card something that the receiver will want to keep and make use of. There will be a creative way to give our business card real value to the receiver, by consider giving the recipient of our business cards a special offer like, giving freebies or discount upon renting our food trucks services for a party/event when they present the Daily Dose business card given to them. Social Media Marketing

Social media is a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. With the use of Facebook, Twitter, Instagram, foursquare, blog sites and other social networking systems, we will be able to generate leads that will turn into possible customers. We will be constantly updating our social network accounts to update our prospects and customers about our products, promos and whereabouts. This will also be a great help for them to know the concept behind Daily Dose. It will also provide good communication relationship in ways that, we will be giving information and they will be giving comments and suggestions for product improvements and other concerns. Todays Specials: We will let our customers know that they can easily find out the daily specials on our Facebook page, instagram, foursquare or via Twitter. Chefs Tips: We will become a resource for our customers and help them out in their own kitchen with tips on time-saving, food freshness, food

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preparation, complimentary flavor combos and whatever we can dream up that might be useful information. Social Only Discounts: We will reward our customers for interacting with us via social media and offer them exclusive discounts with the proper code that was posted/ tweeted. Another basic move is coupling a

discount with checking-in on Foursquare or clicking the LIKE button on Facebook. We will put something like: Today Only, This Week, 48 Hours, etc. Online to Offline Social Gatherings: We will invite groups/bloggers from Facebook, Twitter, instagram & foursquare to have real world socials at our food truck. We will be sure to get all their facebook names and twitter handles so we can thank them for hanging out around the truck afterwards. Personal Thank you from us will help them feel involved/part of the special gathering. Email Marketing

The nature of the Internet and of email means a marketing campaign reaches as far as we want. We can identify whom we want to reach and where that target is located. Once we develop the structure and content of our marketing campaign, send targeted emails promoting the greatest positive responses. Without standard postal and other mailing constraints, our companys reach is bounded only by our ability to conceive appropriate targets. Using email marketing engages readers. Email marketing campaigns are interactive. Include graphics, Flash and surveys, for example, to bring potential clients into an

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experience with our food truck and our product. According to SEO management (Search Engine Optimization, the process of driving quality traffic to a website and improving the volume), when an email marketing recipient clicks on a video or answers quiz questions, you create interest and command attention. ** Source: Smallbusiness.chron.com Newsletters: One of the great things about a weekly or monthly email newsletter is that, we can present all the same items from the social media section, but link them back to our website/blog especially the menu changes & chefs tips. Holiday Happenings: We will give our customers a heads up on our upcoming holiday specials and events. Email Contests: We will conduct contests that can only be entered via an email invitation so we can reward those who actually open and read our emails, through that theyll keep opening them in hopes to find another one. Customer Surveys: Feedback from our customers can often help us avoid disasters down the road. We can also use surveys as a crafty way to introduce new menu items to our customers. Loyalty Programs

Reward our customers for repeat visits. This can be as simple as a buy a dozen get 1 free card or as complex as a points system built into our POS registers. Encourage customers to bring in their friends & family with buy one, get one or half off deals.

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Bounce backs: Our promotional offer given to customer after a recent sale to encourage them to revisit soon, or bounce back to our Cupcake Food truck. Bounce backs can be a straight discount, time-specific, product-specific, free item with purchase or BOGO (buy one, get one). We can give a greater discount for the customer returning during off-peak hours, we will only use discounts with first time customers, not repeat customers, since we dont want to create a perception of lower value offerings. Charity Fundraise

We will choose a day to promote that percent/percents of All Sales will be donated to a local charity. We will send out a press release to the local papers, television stations, and blog sites about the event. Parties/Events

To make their party complete, Daily Dose food truck cheerfully cater birthday parties, bridal & baby showers, weddings, commitment parties, corporate events, private parties and fund raisers. We will let our customers know that they can rent our food truck services for their small & big parties or events. Customer Receipt

We will randomly print, or even hand writes a special discount on the receipt redeemable on the customers next visit to our food trucks service window. When we are marketing our food truck, its important to make sure that a consistent personality is presented to our target audience. All of these marketing ideas should be tailored to fit the concept of Daily Dose food truck to

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keep the differentiation of our truck from other food trucks and caf within the vicinity. ** Source: Marketing Management Book of Philip Kotler and Marketing Tips Factors Affecting the Market There will always be some factors that a business would be experiencing either correspondent or contrary to what they are planning to build. Price

In terms of pricing, Daily Doses price of goods and services are affordable and valuable worth in terms of providing superior quality cupcakes that exceeds customer satisfaction. Demand

The idea of establishing a food truck is because of the least number of food truck businesses within the vicinity of Makati City. The researcher conducted a survey and found out that theres a demand in sweets and yet, dietary and healthy foods. Therefore, we decided to put up the business named Daily Dose that will be specializing on healthy flavored cupcakes. Location

Daily Dose will be at AYALA TRIANGLES GARDENS, the ideal spot for people who want to distance themselves from the everyday hustle bustle to relax, unwind and get in touch with nature and at CUCINA ANDARE! - The first food truck market and food bazaar in the Philippines located at Glorietta Park (in front of Glorietta 3, Landmark, Makati Shangri-La Hotel & 6750 Ayala Ave.), Ayala Center, Makati City.

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Characteristics of the Service

Daily Dose will provide high-quality food service for the customers and will ensure that they will get the satisfaction they are looking for. Possible Customers Ability to Pay

Customers have the ability and willingness to pay for availing the product offered by our business because it is affordable and worth paying for. Weather/Climate

Weather is one of the uncontrollable factors affecting food truck business operators. When there is a bad weather, there tends to be a reduction in sales and worse, The Food truck operation in Cucina Andare will be cancelled. Payday

This factor affects the buying behavior of the consumer. Right after payday, customers will opt/decide for products that give them a short-term boost to indulge their selves, they will tend to try new things such as the Food truck Experience because they perceive it will boost their quality of life, even in a minor way but as the last check fades from memory, they will turn to necessary products that preserve their status quo. Parts of Marketing Plan Introduction Daily Dose specializes in making healthy cupcakes, so that customers can enjoy eating our gourmet dessert without worrying about their weight and it would be easy for them to access our food truck without the need to make reservations or buy expensive cupcakes in restaurants & high-end cafs. We make it so they

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can enjoy high taste, but stay fit & at street level. We will give you the best & healthiest sweet treat through our freshly made cupcakes, straight to your hands from our truck. Mission Daily Dose is a committed team of talented individuals who provide superior quality cupcakes. Our goal is to provide all of our customers with an unparalleled product and experience. Our talented team of bakers uses the purest of ingredients and cutting edge techniques to create a product that deserves to be called a gourmet dessert. We constantly provide outstanding customer service and believe that customer satisfaction is our ultimate goal. We are dedicated to provide our family of employees with a respectful and positive work environment where everyone is equal. Current Market Situation Filipinos love a wide selection of great food they wont find elsewhere, they want to discover new food concepts, enjoy food with signature drinks & of course who would not like to see a showcase of our very own Filipino foods. Our visitors will also enjoy the presence of a lively acoustic band playing in the background at a park ambiance while eating out under the stars in a cool weather with friends & family, it is absolutely a one-of-a-kind experience in Makati. Our Competitors within the vicinity are Cakes by cake which offers brownies and sliced-cakes, Panacotta serves cookies, Gelati serves different

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variety of flavored ice cream, Merry Moo serves fresh and safe dairy ice cream, Chef and Pipers Pan, these two also serve cupcakes. ** Source: Our Awesome Planet: Cucina Andare Market Description Daily Dose will focus its marketing activities on reaching our target market, including the residents, young professionals & professionals, young adults, foreigners, people working in offices within the vicinity and transient customers. Our observation illustrates that these are the customer groups that most likely have the potential to visit our food truck & purchase our cupcakes. Market Segmentation Geographic segmentation Daily Dose will be located in Makati City, specifically at Ayala Triangle Gardens, the ideal spot for people who want to distance themselves from the everyday hustle bustle to relax, unwind and get in touch with nature, located between Ayala Avenue, Makati Avenue and Paseo de Roxas, every Monday, Tuesday, Wednesday, 12NN to 9PM and at Cucina Andare, the first Food Truck Market in Manila located at the Glorietta 3 Park fronting Shangri -la Hotel Makati, where food trucks converge every weekend Thursday, Friday, Saturday, 4PM to 2AM. Demographic Segmentation Daily Dose cupcakes target Class B and Upper C aging from 20 yrs. old to 29 yrs. old. These include young adults, young professionals, health conscious

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people, people who are in diet, working parents that provide healthy alternatives for their family and people who want to start a healthy lifestyle. Psychographic Segmentation Daily Dose serves healthy gourmet desserts to those who are outgoing, health conscious, dieters, and fan of sweet treats, those who attend gym classes and to those who seek healthy alternatives that belongs in Classes B and Upper Class C. They are mostly the Residents, Professionals, Business owners, Foreigners, and Transient Customers. ** Source: Micro finance council org: http://www.microfinancecouncil.org Service Review Daily Dose Cupcake Food Truck takes cupcakes quality to a higher level. We offer a dessert not typically served in sweet treat food trucks. In addition, we let our clientele know where our food truck be parked through our websites and social media sites like facebook, instagram, foursquare, and Twitter. Product quality is essential for the success of our business, In order to ensure this, we will emphasize cleanliness and sanitation, use quality ingredients, and will always be sure that all cupcakes are properly baked. Innovations are also an important factor in our growth and success. Demand It is very important to know the demand of our products in order to answer the wants and needs of our consumers. Knowing the demand will help us in determining the position of our product in the market. Analyzing the demand

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comprehensively will give us the estimate quantity of our product that we need to produce in a period of time. We have to consider different factors in determining the demand of our business. Table 21 Population Growth Rate

Year

Total Population

Growth Rate --

2009

85,739

2010

93,643

9.22%

2011

95,229

1.69%

2012

96,809

1.66%

2013

98,392

1.64%

Total

469,812

14.21%

= 14.21/4 Average Growth Rate = 3.55% Obtaining the average growth rate is viral in getting the projected population.

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Table 22 Demand for the Past Years

Year Total Population Gross Market Acceptability Target Market

2008

2009

2010

2011

2012

106,061

108,282

114,943

116,275

117,608

86.85%

86.85%

86.85%

86.85%

86.85%

92,114

94,043

99,828

100,985

102,143

The Table 2 shows the demand for the past years which are determined by using the information obtain on survey questionnaires. Gross Market Acceptability came from the last question on the survey (see Appendix). This is the percentage of respondents who are willing to purchase cupcakes in a food truck. The respondents answer that they are very much willing (44.36%), somewhat willing (34.84%) and undecided (7.65%). To get the target market, we multiply the population to the gross market acceptability.

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Table 23 Projected Population for the Next Five Years

Year

Current Year Population 123,382 126,269 129,156 132,043 134,930

Increase in Population 2887 2887 2887 2887 2887

2014 2015 2016 2017 2018

In gaining the projected demand, we need to determine first the projected population. Table 3 is the forecasted population for the succeeding years. We arrive at this computation by adding the average growth which is 2,887 to the upcoming years.

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Table 24 Projected Demand

Year

2014

2015

2016

2017

2018

Total Population

123,382 126,269

129,156

132,043

134,930

Gross Market Acceptability

86.85%

86.85%

86.85%

86.85%

86.85%

Target Market

107,158 109,967

112,172

114,680

117,187

The Table 4 shows the projected demand. It is computed in the same way as the past demand except that they differ in population. The target market will increase since the population keep on growing.

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Supply Table 25 Supply for the Past Years

2009

2010

2011

2012

Growth Rate 4.71%

Merry Moo Pipers Pan

8,784

9,360

9,792

10,080

___ ___

7,488

7,776

8,208

4.71%

Cakes by K ___ Panacotta ___ Mio Gelati Desserts Galore ___

14,112 ___

14,400

14,832

2.52%

3,744 ___ 13,104 ___ 7,920 ___

4,320

15.38%

13,392

2.20%

8,352

5.45%

MedChef

13,104

13,824

14,400

4.84%

The table 5 shows the past supply of every competitor. Based on this data, our number one competitor will be Cakes by K which is not surprising since it offers a wide variety of desserts. It offers different flavors of cakes and brownies. The next is the MedChef which is owned by a pastry chef named Hasset Go. They are selling delicious cakes with a 3 for 100 promotional strategy. The 3rd is Mio Gelati which is another version of gelato. The 4th is the

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Merry Moo which offers homemade ice cream. Then the Pip ers Pan. It uses the same strategy as the MedChef. Then there is Desserts Galore. They have limited number of products but it is usually consumed. The last is the Panna cotta which is an Italian dessert made by simmering together cream, milk and sugar, mixing this with gelatin, and letting it cool until set.

Table 26 Projected Supply of Competitors 2013 Merry Moo Pipers Pan Cakes by K Panacotta Mio Gelati Desserts Galore MedChef 10,555 4.71% 2014 11,053 2015 11,574 2016 12,120 2017 12,691 2018 13,289

8,595 15,206 4,985 13,687 8,808 15,097

4.71% 2.52% 15.38% 2.20% 5.45% 4.84%

9,000 15,590 5,752 13,989 9,289 15,828 80,501

9,424 15,983 6,637 14,297 9,796 16,595 84,306

9,868 16,386 7,658 14,612 10,330 17,399 88,373

10,333 16,799 8,846 14,934 10,893 18,242 92,738

10,820 17,223 10,207 15,263 11,487 19,125 97,414

Total

76,933

Table 6 shows the forecasted supply of competitors. The proponents used the growth rate from the past supply to determine the projected supply. They multiply the population of 2013 and add the increase growth to obtain the supply of the following year.

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Demand and Supply Analysis Table 27 Demand and Supply Gap Analysis

Year

Demand

Supply

Gap

2014

107,158

80,501

26,657

2015

109,967

84,306

25,661

2016

112,172

88,373

23,799

2017

114,680

92,738

21,942

2018

117,187

97,414

19,773

The table above shows the Demand and Supply Gap. We computed it by subtracting the Supply from the Demand, and from there we conclude that the gap is decreasing because the competition is getting tough, for the reason that many business enters into the dessert category which satisfies the customers demand.

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Table 28 Daily Dose Market Share

Units of Production divided by Frequency of Availment divided by Demand for 2013 Market Share

497,664 85 103,299 5.67%

The table above shows the computation on how the proponents arrive with their own market share. First, they determine the units that they will produce then divided it to the frequency of availment to convert it into number of people. Upon arriving with the answer, they divided it to the demand for the current year which is 2013 to get the market share.

Table 29 Frequency of Availment Frequency No. of Respondents Total

Daily Weekly Monthly Total

26 4 1 31

84 163 152 399

2,016 652 152 2,820

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This table shows the Frequency of availment where we can determine the number of cupcakes a person purchase annually in our location, which is Makati. We computed this by using the formula stated below: Frequency of Availment = (2,820/399)*12 = 84.81 or 85 times

Figure 22 Competitors Market Share

Competitors
10.22% 8.32% 8.53% 14.72% 13.25% 4.83%

14.61%

Merry Moo Piper's Pan Cakes by K Panacotta Mio Gelati Desserts Galore Medchef

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Table 23 Daily Dose Market Share

Daily Dose
Merry Moo 8.32% 14.72% 4.83% 8.53% 13.25% Piper's Pan Cakes by K Panacotta Mio Gelati Desserts Galore Medchef Daily Dose Unsatisfied demand

19.85% 5.67% 14.61%

10.22%