MARKETING PLAN

MARK 35

Submitted to:

Allan M. Luzano
Submitted
By:
Vanessa Leigh
Flores
Leoje Miranda

Situation Analysis
 Fun Seafood Corner started from different groups, i mean Fun Seafood Corner

team members was not a team before but are from different groups. Until such time

that they were destined to meet and create a business during Entrep 39 and Mark 23.

The group started to create a product, from reversible clothing, upside down

umbrellas, "tuslubuwa" to anything you can imagine of. And somehow one of the

group members decided to treat them to their house and they found out that the dish

prepared when they ate together was a brilliant idea for business.

And yes, that was the time they decided to go seafood. But the challenge is

just starting, they need to find way where there product is innovative, so they tried

different packaging, names, experience until they came up with Fun Seafood Corner -

Seafood Rice Toppings composed of three different dishes in one (Fish Fillet, Calamare

and Squid Adobo) and thankfully the product was approved by the adviser.

The business was quite unique and surprising to our fellow Entrep students.

So when they first taste it at Entrep 39 during the Entrep Fair they liked it and

believed in the product. That also made the group believe in themselves.

To make the story short after two years and a lot of challenges, ups and

downs, tears and sweats and even blood. The group manage to stand and eventually

made a statement that they sold a lot even sold out and was able to pay a certain

amount for violating Ayala rules of not selling until closing hours during the 14th

Entrep Fair. The group is not done yet and has more things to prove. They just have

to be more focused and driven because they have something that is not that known

in the market and they also give it at a reasonable price and as what other people

said without a brag is delicious.

Goal Performance

As of now the sell falls at its average to meet the expected income. At, first

the customer is satisfied with the services. But as the time goes by, customer

preferences have change that we have to cope up. The area is good a lot of people

passed by. Our challenge is to make them drop by in our shop to eat and dine. The

food offered is still the same in which customers find it odd. They looked for a new

and better taste and food to offer and to try.

Customer Insight

Customer Insight refers to the understanding of your customers derived from

a strategic analysis of varied qualitative and quantitative data. Time and time again,

customer insight has proven that it is very useful and even vital in almost any form of

business including yours. It is best to fully recognize the potential of good customer

insight, and how big of an impact it can have on your system of marketing. Customer

insight is also helpful in improving the business. Being open-minded to the

customers feedback whether negative or positive can help the business to grow. You

can create actions to answer the negative feedback of the customer to improve the

services and products of the business. It also helps in improving the business to a

higher level by adding new products and services, opening branches, offers

franchising, etc.

Digital Market Place SWOT

Strengths:
 Fun Seafood corner is a unique center for food lover. It offers variety of

seafood products at a reasonable price. Fun Seafood Corner is made to serve the

people in all classes eg. students, working men, by passers. It is restaurant / snack

bar with a cozy ambiance where diners can enjoy their food at all time, dine-in and

take-out. It also offers food for on the go people. It is strategically place in I.T park

where people is active day and night. Fun seafood Corner caters to the needs of the

people in any way possible.

Weaknesses:

Fun Seafood Corner from its name offers seafood products for seafood lovers.

It should offers more foods that would cater to people who are allergic or dont like

seafood that much. It should improve the place especially where the customer will

stay to dine to make them feel secure. Fun Seafood Corner must follow the right

observance in preparing the foods to avoid food poisoning and other sanitary

problems.

Opportunities:

Fun Seafood Corner must add more variety of food to choose from. It must

exert more efforts in making the area more comfortable and safe place for people to

rest and some time. It must develop its technological innovation in order to fit to the

needs of most of the people today WIFI. It must dress-up to shop/area according to

the trends and patterns, e.g. Christmas for December, New Year for January and

Valentines for February.

Threats:

Major threat for fun seafood corner is the innovation from the existing and

nearby food stalls and restaurants. New pop-out stalls or restaurants are not to the

eyes of the millennials. The taste are also crucial for the millennials today since they
looking for the constant change. And also poor of communication and leadership of

the member can cause misunderstanding to the customers.

Brand Perception

In order to make a good impression, we must see to it that the product we

offered has a distinction compared to the competitors, in any way possible. It must be

the main reason why the customer keep on visiting and dining with us. We need to

make some unique strategies to the product that we sell so that our customers will

always buy the product that we offer and they can introduce also to the other

customers that the product that they buy has a good quality and the price also is

affordable. We can assure that the product we are selling is the best product among

of all our competitors. Branding is an ongoing process of influencing, creating, and

fulfilling consumer perceptions.

Digital Marketing Objectives

Sell

Maintaining revenue is one of the biggest challenge for the business. We need

to ensure that the business is in good shape and at its best. Since the income for the

Fun Seafood Corner is in average and able to meet the expected sales, the business

is doing good so far. But, we still need to maximize and improve what we have at

present. We need to set an expectation for us to reach our desired goals and

objectives.

Serve

Services offered in a business is also a plus for a customer to look forward to.

Good customer service helps you retain clients and generate repeat revenue.

Keeping your customers happy should be a primary objective of your organization.

Present services must be improve to meet customers satisfaction at its best. We

must see to it that the business is growing throughout the time and let our customer

know it by improving the business ----- food, services, area, etc. It is also a way of

saying Thank you. to the patrons who keep on supporting us.

Speak and Sizzle

In todays innovation, its easy to reach to people. We now have digital

marketing or channels to reach our prospective customer e.g. Facebook, Instagram,

emails, etc. Since digital channels work best when joined w/other channels, the goals

here should also include online visits prompted by traditional social media. You can

advertise the business in social media and invite them to visit the area. Its also a
way to inform people about your business. You can create traffic online so that many

people will engage in your business. You can post your products and services offered,

whats new, business events, promos, customers tags and check-ins, and other

business works.

Save

Marketing promotion is costly. But nowadays, lot of marketing tools appears

at an affordable price. The best and most cheaper and popular tool is advertising

through social medias such as Facebook, Instagram, twitters, YouTube. It is more

affordable compared to print ads since almost all people today has accounts like

Facebook etc.

Strategy

Strategy is one of the most important thing in Marketing Plan. It is the part

where you think critically and where you laid out your plans in achieving your goals

and objectives. Here you can be more specific to get your desired outcome.

Segmentation, Targeting and Positioning

Market is divided according to age, preferences, etc. This is where you can

choose the larger and best group to become your target market.

AGE Preferences Status Others

15 and below W/friends Students Travelers/visitors

W/family Working Class By passers

16-30 years old
Seafood lovers Unemployed Tight budgeted
customers
30-49 years old

50 and above
 Fun Seafood Corner has various markets to target. Since in todays innovation,

markets are being idealistic, looking for complete satisfaction in a budget friendly

way. Thus, we are targeting those customers 16-30yrs . old, who are part of the

millennials. They are more active with regards to daily works and routines, enjoy

going out, and try new things. Preferences can be fall on the categories under

Friends and both students, working class, and unemployed will be catered under

status. The age target is more likely to spend time with pears because they can

easily voice out what they have in mind. All categories under others can be catred

also.

Fun Seafood Corners product must have a distinct taste for each customers to

cater. They lhave products available for groups, individual, on the go/take out and in

budget choice.

Fight budgeted
customers

16-30 yrs. old

By passers

w/ friends,
Fun Seafood Corner
classmates
Travellers

Unemployed
Students
(housewife, etc.)

Working Class
 Value proposition is the number one thing that determines whether people will

bother reading more about your product or hit the back button. Its also the main

thing you need to test if you get it right, it will be a huge boost.

Fun Seafood Corner is a food stall that offers variety of seafood dishes. It has

dishes that would fit to the preference and likes to the market. Each specific target

market. Each Specific target market has special dish to offer. We are thinking for the

benefit of each target market as a group or individually.

Building visibility and credibility using social media takes time but is worth it

as it provides the venue from which you can create visibility and demonstrate your

expertise. In many ways, its easier to develop this reputation online since the tools

enable you to build your reputation on a daily basis. It is said that Visibility +

Credibility = Profitability. Thus, visibility can be seen otherwise out of sight, out of

mind and credibility develops the relationship so that people understand your value

and how to refer business to you. Profitability cultivates the relationship with the right

referral sources will result in profitable business relationships.

In building brand awareness, we can share relevant information through social

media campaign e.g. Facebook, Instagram, and other digital communications. To earn

the trust of the market, do what you say youll do. Being consistent is another way to

gain the trust of the customers. Also, to provide information value is to build

credibility. Another way is to empower employees to deliver a consistent good

customer relationship and experience. Through this, we can gain referrals and word-

of-mouth which is the most cost- efficient and powerful marketing strategy. Give your
customer a great experience that they want to share. Customer insights also can help

the business to develop new product, service enhancement, etc.

Tactics

In our business it would be so much harder for us to get in touch with our

customers. So we need to come up with an impressive idea that would be helpful to

our business to be able to increase sales of our business. Seafood Corner is all about

different variety of seafood viand toppings on your rice that would be pleasing and

worth buying for. Not just by means of the affordable price, it also encapsulates such

delicious feeling on your taste buds. But how can we disseminate these to our

customers? One of the techniques we able to achieve is to use one of the trends

nowadays. What might be common in trend nowadays? What do people usually do?

Teens, adults, and even professionals then it gives us an idea to use social media to

be one of the factors that will help us to let our customers know more about our

product.

Details of Contact Strategy

Social Media it gives us idea, inputs and strengths to be able to get in touch

with the trends in the society. It would be much easier to let our customers know

about our product especially through Facebook. Facebook is much use by teenagers

definitely millennials because it helps them to communicate with their friends easier.

So thinks makes us think what if we involve facebook to help us to let them know

about our product. So, we create a Facebook Fan Page where they can just view more

about our products. Share these Fan pages among our group of friends. The name of

our fan page is Fun Seafood Corner. We have spread infos along social media

especially facebook. We included videos that talks about our product, how delicious it
is and how much worth buying it for. We choose to include facebook as one of our

strengths to promote our product. Our aim why we use facebook is not just to

promote our product but also to increase sales. If the customers would be able to

know more about us, they are encouraged by their curiosity to taste about our

product, by which they would be buying it. The more customers would know about

our product the higher the sales we get.

Customers should not be worried in buying our products; one of our tactics in

our business is to give them the right of a customer to be able to achieve these

delicious tastes of feeling at a very affordable price. Some of us are conscious in

budgeting our money for useful purposes so we are looking for the least and

affordable price we can afford that satisfies our need. Here we offered products not

just a very least affordable price but also satisfies your need in your hungry stomach.

In such business we have, we also consider the different challenges we are

facing. One if these is competition, who could we surpass these. We all know we

already have many fast foods, convenient eateries, restaurants and stalls who offered

food. This would be much harder for us who also offered food knowing that customers

always go to the best at what satisfies their taste and appeal. So we considered the

4ps of marketing strategy for us to be able to compete among them. The price,

place, promotion and people these 4Ps is our factor to be able to compete among

the top big competitors.

Digital Marketing Mix

 Price - We just limit our price to be at the peak of affordability, where

customers would likely to buy our product. Where the customers are not doubtful,

because they can enjoy the delicious taste of our seafood toppings. They dont need

to worry about their budget knowing that they can afford and make the day most of

it. Our price would be much appropriate among our competitors. We the customers

should be thinking twice which to go, so they would be going for the convenient yet

affordable one. Customer all ever wanted is to have the affordability and the

satisfaction. So here is our product, gives you both the affordability and the

satisfaction you needed.

Place Though of the trends, millennials always crave for foods we have to

think for a better place to spot up our product where they can easily come over to

taste the delicious seafood corner. We place a stall where there is a hive of people

passing by. We came up with an idea to place it in Ayala road where the place is

crowded same time it is a traffic prone area. Whenever those people who are going

home, getting hungry and still in the middle of the traffic can passed by and grab

some of our products the seafood. Why wait to arrive home when you are already

hungry, what are you waiting for grab a seafood cup and eat.

Promotion -Due to be an unknown food provider, we are just promoting our

business to our friends of friends through social media. We are doing this little by

little through the use of facebook. This is one of our tactics to encourage customers

to buy our product and know more about it. We also disseminate flyers what our

enterprise has offered. We are also making sure that our page is reliable so that

customers would not feel discourage regarding our product.

 Product What would be a product that could be beneficial to the customers?

What do they want? So we are thinking of something that they wanted and can be

beneficial to them. The trends nowadays focus on a different variety of foods.

Millennials usually love to go stress eating with friends or with love ones. Then we

came up with an idea to create a variety convenient meal at an affordable price. So

we make a bowl of rice with toppings on top. As we notice many restaurants and

stalls offers the same product but the difference among ours and theirs is that our

toppings is not meat, instead, we offered seafoods. It is already common that pork

and meat is the toppings. It is much appealing to them knowing that pork and meat

is commonly served by other food stall and ours is different. Some of us also are

getting tired of eating porks. So we find other alternatives which is seafoods. They

dont have the difficulty to search for seafoods at any food stalls which offers

expensive prices. We are going near to them at the very least affordable price and a

delicious meal they ever wanted.

Actions

Responsibilities and skills

A simple question address to all of the team, but actually it is a hard thing to

endeavor. Each of us no matter what is your role either it you are the financial officer

within the team, the manager nor the secretary are obliged to help in making the

business possible. In terms of good markets, at different stalls along the city, at Cebu

business park Sugbo Mercado, IT PARK Lahug Cebu City Sugbo Mercado and at South

Road Properties we also have personnel assigned each stalls. But it is not at the same

time we are opening our stalls. Sugbo Mercado stalls are only available every night

while at SRP only if there are big events held. Each stalls are tallying the sold seafood

cup on that day. So that it would be much easier to know how much sales within that

day. Assuring that also our personnel are capable and has a know how about the

product. One of the bigger factors of progressing and gaining sales is the right
attitude towards the customers. If there is a problem towards the customers, we have

agreed to approach them nicely and calm and explaining them the reason behind the

flaws.

Resources

We do focuses on the right thing to do to come up with a profit knowing that

we have larger competitors in this kind of business. So we assure ourselves to get the

least possible price of each ingredient we have. Although we cant achieve all to be

much lesser but we secure to have the majority lesser as possible. The seafoods we

are getting is coming directly from the first batch that could arrived in wet markets,

so that we can definitely choose the best and fresh seafood we could serve. It would

be much harder for us to gain discounts in seafoods, we just aim to discount our

toppings especially on the spices we mix same with the condiments. Knowing also

that we have a fixed cost on the rent which would be much higher as expected. So

we budgeted ourselves to produce more than our targeted production each hour. But

still we are focusing on the convenience and the affordability of our product same

time serving the best. We have budgeted to gain profit at least 10/php per cup sold.

If we can sell a 100 each day, we can get a thousand as our profit each stalls and the

rest are breakeven points for the ingredients same time with the rent of the stalls.

That is how we are budgeting our cost in our product to gain profit.
We have prepared a sample table regarding the things we are going to do with our

business. For us to know the things intended to each day. And to be able to get in

touch to the person assigned each stall we have and the job allotted.

Controls

5Ss

Serve is the first S that helps the customers with their queries. This will ensure

their customer satisfaction rates would be high. We are able to serve the best so far,

by the different comments by the customers we are able to keep our customer

satisfaction higher. We have served them the appropriate services they wanted.

Save Some businesses are just going to sell and sell not noticing they did

not save anyways. In behalf of the advertisements, prompters and flyers we still able

to save and minimize the cost. We came up to an idea instead of printing images and

slogans we just posted pictures on our Facebook Page so that our friends would no.

We have thoroughly involves the social media to let customers know about our
product not just by means of disseminating flyers and brochures which would cost us

a lot.

Sizzle- To be able to get in touch with the customers we have created a fan

page so that they can view more about us. And it would be much easier for our

campaign in selling our product. We named our page FUN SEAFOOD CORNER so that

the customers would be able to remember the name easier. Social media gives a

greater impact in digital marketing. It creates a positive interaction between us to the

consumers.

Speak - getting closer to the consumer by engaging with them and keeping

an open dialogue with them to participate in. We definitely encourage mostly our

friends of friends to try our product, giving them the idea how delicious our product

would be and by getting in touch with them not just through social media but also

telling them to try an alternative way to purchase a meal not just by means of going

to the restaurants or fast food chains.

Sell Because our product is all about rice toppings, it is hard for us to sell

online. So what we do we are standing some stalls in Cebu Business Park so that

customers could have a time to eat. Or there are some passers-by to afford our

product. We are selling our product where we the place is crowded so that it would be

much noticeable by the public.

Customer Satisfaction Survey

 To be able for us to know that our customers are satisfied with our product,

we ask them to give their comments and suggest. Then gladly we have received a

positive feedback from our valued customer. She definitely enjoyed eating such

delicious product of ours. It is a heartwarming feeling that customers appreciate our

product.