I.

INTRODUCTION

The name of the business is “PUTO KREMA”. The store is located at #255 Samson Road,

Caloocan City. It will be owned by Partnership, Mary Grace Padillon, Alyssa Pangyarihan,

Rochelle Banquiao, Jonah Mica Hernandez, Arjay Crucillo, Mariel Pagulayan, Joy Diaz, Flor

Deane Santia, Andrea Marie Rondez, Mary Jane Ochoco and Michael John Bautista.

It will introduced new product in line with selling puto in the market. We planned to be

the best puto product who offer price that can be patronized by the customer and at the same

time served a delight and great taste puto with the twist for our customer.

The product will provide a better quality food habit and to move people from junk taste

to a healthy taste. The product is known for its attractiveness. It comes in different varieties of

flavors, from Putovarian, Putchoco krema and Kremaberry will suit in every consumers taste.

And all of our products come in reasonable prices.

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Mission

Puto Krema is offering unique, sweet and delicious attractive puto that will surely give a twist

to your taste buds.

Vision
To be a leading food industry that provides twist that truly satisfied your cravings.

Tagline
Puto Krema, ang SARAP!

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 II. EXECUTIVE SUMMARY

The name of the business is “PUTO KREMA”. Puto krema have different flavors:

Putovarian, Putchoco krema and Kremaberry. As we starting a low price it would certainly fulfil

the customer demand. It is also avoidable because the switching cost of our product would be much

higher. Our product would be cheaper that the other food kiosk items.

The store is located at 255 Samson Road, Caloocan City. It will be owned by partnership,

Mary Grace Padillon, Alyssa Pangyarihan, Rochelle Banquiao, Jonah Mica Hernandez, Arjay

Crucillo, Mariel Pagulayan, Joy Diaz, Flor Deane Santia, Andrea Marie Rondez, Mary Jane

Ochoco and Michael John Bautista. And will operate seven days a week from Monday to Sunday

at 10:30am to 7:00pm. The business needs a total of P34, 000 as a start-up capital. Each owner

will contribute P3, 090.

In terms of personnel, it only consists of two employees, one who is responsible for

assisting the customers, cook and preparing the orders, one cashiers clerk for arranging the

monthly and yearly sales and responsible for receiving the payment of the customers. The

compensation of the personnel will be based on the existing labor code with a minimum wage of

P456.00 a day. The store will hire additional workers after five (5) years of operation to meet the

increasing demand of the product.

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III. SITUATIONAL ANALYSIS

A. MARKET SUMMARY

Puto Krema store is located at 255 Samson Road, Caloocan City. We operate our

business only in the Caloocan City. We operate our business only in Caloocan. The purpose

of the partners of Puto Krema, envisions being the leading food delicacy distributor

providing customers with a great experience one visit at a time.

Target Market

20%

Residents
47% Students
By passers
33%

FIGURE 1: Shows the target market of Puto Krema.

This graph shows the Puto krema focuses on the target market such as Residents,

students and by passers. The residents builds a highest percentage of 47%, then

33% of students, and lastly 20% of by passers.

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 DEMOGRAPHICS/GEOGRAPHICS

Target Market Demographic Geographic Behavioral Factors

Residents Ages 35-above Caloocan City They are looking for

Class B,C and D product wherein it has

Female/Male quality and good tastes.

Schools Ages 16-25 Class B, Caloocan City They give some comment

C, D Female/Male about the new product

they eat.

By passers Ages 18- above Caloocan City They give some

Class B, C, and D suggestion about the new

Female/Male product that catches their

eyes and catches their

taste.

 Demographic

The company uses a business to consumer’s transactions to reach their target

market as their major customers are:

Categories Communities

Class B and C and D Residents

Class B and C and D Schools

Class B and C and D By passers

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 Geographic

Puto Krema is located at #255 Samson Road, Caloocan City.

 Behavioral Factors

The target markets will be the Residents, students, and by passers.

Residents build s a highest rate percentage in a target market has a 47%

ranging 35 and above years of age (male/female) in class B and C and D.

They are looking for the product wherein it has quality and good taste. As

well as students has 33% age of 16-25 in class B and C and D, they are the

people who buy the products practically. Lastly, the by passers has 20%

from the age of 18 and above in class B and C and D, these people give

some comment and suggestion about the product usually to the price.

 Market Needs

Puto Krema focuses not only on what we have to sell, but on the buyer’s needs

instead. The business is producing puto which sells in low price but high quality. The

business needs to upgrade the production plants in Puto Krema to give an additional

sales or income for the business (company) so that the company will sustain the demand

of its customer that can create satisfaction to them.

 Market Trends

Today, Puto Krema is a business that want our customer to be satisfy by our

products/services.

Good ambiance- the stall must be clean and attractive to customers.

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SWOT ANALYSIS

This SWOT Analysis tend to focus on what are the factors that can affect the business. Its

strengths and weaknesses are focus on internal attributes and its opportunities and threats

that focuses on external attributes.

Strengths: Weaknesses:

 Store location  Limited Promotion

 Ingredients which are  Diversity of taste can be
achievable and cheaply in weakness in a sense
comparison  Need to have strong chain
 Creative skill is needed for of suppliers
making these food  Not yet recognized
 Offering food of diversified  Unstable price of raw
taste with a cheap price and materials
healthy  Unsecured distribution
 Puto which are available in channel, suppliers and no
winter and also be made in customer loyalty yet
summer

Opportunities: Threats:

 Increase number of  Entry of new competitor

potential customers
 Sources are not very
healthy and no brand name
in this field
 Trying to leave other food
kiosk with high cholesterol
 Have no substitute product
to take
 Will get more attraction to
these puto
with low entry level
 Existing fast food are major
competitors
 Time, money, people and
efforts are needed to gain
their market share
 Big portion of target market
is engaged with other food
kiosk

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 STRENGHTS

• Store Location – located at 255 Samson Road, Caloocan City, close to the

company areas wherein target markets can easily come and go.

• Ingredients which are achievable and cheaply in comparison – the

ingredients used in the product is available in the market and the prices of raw

materials was cheap.

• Creative skill is needed for making these food – through this creative skills

can easily catch the attentions of the customers

• Offering food of diversified taste with a cheap price and healthy - it is

• Puto which are available in winter and also be made in summer - easy to

customer to afford their product anytime

 Weaknesses

• Limited Promotion – promotion of the product is very important to any

business. Puto Krema product packaging and positioning is very simple. They

do not focus on product promotion.

• Diversity of taste can be weakness in a sense – through this it can affect the

other customer by means of different taste

• Need to have strong chain of suppliers – some small business like Puto

Krema, have an only one supplier then if there’s a shortage of the ingredients

when our only supplier cannot accommodate our needs we should need to have

a three to five suppliers even if it is a small business.

• Not yet recognized – a start business is not easily recognize because we lack

of promotion.

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 • Unstable price of raw materials – the demand and supply of the raw materials

vary, so it affects the price of the products that was produced.

• Unsecured distribution channel, suppliers and no customer loyalty yet- we

are new entrant in the market, so the channel members was unstable and have

doubt likewise in our customers that yet building their loyalty to us.

 Opportunities

• Increase number of potential customers – consumers help the business

increase sales by having continuous number of potential customer.

• Sources are not very healthy and no brand name in this field – new entrants

in the business industry

• Trying to leave those other food kiosk with high cholesterol- Filipinos are

more often conscious of their health especially when it comes into food. And

puto is a steamed product with different flavors wherein the puto krema lessen

its cholesterol to ensure that it can be eaten by health conscious person.

• Have no substitute product to take- Puto Krema was made with its own

uniqueness by putting three different flavors, Bavarian, chocolate, and

strawberry that will surely fit Filipino people taste.

• Will get more attraction to these puto- They are differ in terms of promos

that can attract their potential customers.

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 Threats

• Entry of new competitor with low entry level – existing new competitor can

affect the company sales because of the same product they offer. Customers

might be attract with the new venture that may exist especially when they offer

a lower price. It can also affect employees as the sales changes.

• Existing fast food are major competitors – competitive threats can serve as

both great motivation and great distraction. In every existing competitors

there’s always a threats that they can easily reproduced an innovative products

with the same products worth the use of different strategies.

• Time, money, people and efforts are needed to gain their market share- the

business is new to the market there’s a high risk to face in entering food

industry.

• Big portion of target market is engaged with other food kiosk- some target

markets especially demographic segment is engaged of other food kiosks

especially the bigger one.

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COMPETITION

Rivalry among competitors in the food delicacies industry is relatively intense.

While each major competitor has its own market niche, price, discounting, advertising

campaign’s, and new product introductions.

Rodillas Yema Cake

Address: Cleofer St. Baesa, Caloocan City

Dolor’s Kakanin Malabon

Address: Monumento, Caloocan City

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Product Offering

Putovarian – Putovarian is a puto with a filling of Bavarian. Bavarian is made up of

different ingredients such as: whipping and heavy cream, powdered gelatin, milk,
sugar, egg yolk, and vanilla extract.

Putchoco – Chocolate filling. Putchoco is a delicacy made of puto and chocolate filling
inside. The chocolate filling is made of melted chocolate and milk that chocolate lovers
can be liked.

Kremberry – Kremberry is puto filled of strawberry. The filling is made with

strawberry, sugar that you will surely enjoy.

12 | P u t o K r e m a
KEY TO SUCCESS

Puto Krema is a new entrant in the field business of food delicacies industry.

These are the following:

 We provide rules for the employees that we hire.

 Whether first timer to eat our products we will give our customers a “BABALIK

KA RIN” experience

 We make unique product to give satisfaction for our customers

 We value our customer relationship

CRITICAL ISSUES

 The problem that arises in a business are the suppliers, sometimes there are no raw

materials to be released, so that it can cause sold out and shortage.

 The company also consider with the changes and trends in the sense that the

customers may look for new products that other competitors may provide.

13 | P u t o K r e m a
IV. MARKETING STRATEGY

The marketing strategy is one of the effective tools to promote the quality of the

product of Puto Krema. It will help to attract more customers once to be more profitable

through suggesting our strategies options that we implement to the business. Thus, provides

satisfaction of our customers.

Mission

“To sell the best Puto that focus on Quality, Service and Cleanliness.

MARKETING OBJECTIVES

The marketing objectives of this plan is to recommend our strategies for them to

have an idea and knows how to implements these strategies, it is design to achieve their

mission and to gain more profit as they get attractively attention for Puto Krema customers.

 Wide variety of advertising and promotion. In the strong competition of food kiosk

industry. Nowadays, we will focus on creating new strategies that will surely help

to capture and create customer awareness regarding the product we offered and to

build long term relationship. One of our promotion that customer patronize.

14 | P u t o K r e m a
 Flyers

Flyers (8.5”x11”)
-colored print- Php7.20 per piece
500pcsxPhp7.20= Php3600

15 | P u t o K r e m a
Positioning

The Puto krema positioned to be a high priced, yet has a good product quality. The food

kiosk prepares with fresh quality ingredients 24/7. We will position it as one of the most

renowned company in food delicacies industry that provide total customer satisfaction by using

existing strategies such as simplicity.

Strategies

The proponent use the market penetration to attract customer by the use of intense

promotion effort and to maintain our current marketing strategy by offering the same quality

of products being offered to the market.

Product/Service Innovation

Puto krema attracts prospective customers by offering an exciting and unique experience

of eating delicacies like puto. High quality food and unforgettable experience, fun-filled

environment through the ambiance of each outlet.

Market Promotion

Flyers

- It contains selected products offered to the customers and its price. This provided to

customers to recall brand loyalty and develop their current market. This tool gives upon

the customer’s inquiry in Puto krema outlet, customer purchase and also to distribute it

along to the industry. We prepared flyers about 7,000 pieces which is will be distributed

within 5 months with the ratio of 50 customers per day.

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 V. FINANCIALS

A. Statement of Financing Needs

The business owners decided to contribute for the capital of the business which is P 4,000.00 each.
The eleven business owners will have a total of P 44, 000.00 owner’s equity.
Variable Expenses
Machineries and Equipment:
Electric Food Mixer 2,000
Electric Steamer 1,596
Electric Stove 2,000
Refrigerator (3 cu. Ft.) 5,000
Mixing Bowl (8 pcs.) 2,000
Whisk (2 pcs.) 256
Spatula (2 pcs.) 350
Measuring cup (1 set) 200
Measuring spoon (1 set) 300
Puto Molder (24 pcs.) 72
Syringe (6 pcs.) 60
Tongs 50 13,884
Furniture and Fixture:
Kiosk 5,000
Office Supplies 850
Tax and Licenses 1,250
Advertising:
Signage 500
Tarpauline 300
Flyers 1000 2300

Raw Materials Expense 5,500

Total Variable Expense 28,784Php

Fixed Expenses
Rent/month (stall space) 3x4 sq.m 2,000
Salary (per day) 200
Utility Expense:
Light 1,000
Water 1,000 2,000
Total Fixed Expense 4,200Php

Total Variable and Fixed Expense 32,984Php

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VI. CONTROLS

This plan will be effective if it is implemented. In this chapter, we try to look forward to make a

timeline for the implementation of some suggestions for Puto krema to improve our sales,

services, promote our products and to increase our sales.

IMPLEMENTATION

The implementation of the suggested projects and services will assure a great revenue for the

Puto krema as we monitor the satisfaction of our potential customers.

This implementing timeline will be starting for the year 2015-2016. This one year preparation

will surely take Puto krema on its successful goal.

MONTHS PLAN

MARCH Promotions such as print ads

APRIL Promotions ( Radio Ads)

MAY Preparing for the new trends and implementation

JUNE Maintaining the facilities clean

JULY Public Relations

AUGUST Increasing the different varieties of flavor

SEPTEMBER Observing the flow of strategies

OCTOBER Monitoring the personnel

NOVEMBER Establishing strategy

DECEMBER Continuously operates

JANUARY Service offering expansion

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 MARCH Checking of the establishing strategy

APRIL Preparing for the next suggested/comments about our

products

CONTINGENCY PLANNING

Contingency plans have made for the following unexpected conditions.

 If the competition increases advertising or our sales are less than expected, we are

prepared to add as much 10% to our advertising budget.

 Entry of competitive food kiosk that offers the same product as the restaurant

have. We will continue to extent in promoting our business Puto krema. It will

focus on creating and profitability managing our food concepts.

 The business owners were able to identify and resolve the problem that occurs

before, during and after the whole operation.

 The business owners implemented strategies that will help in the development of

the strengths and opportunities of the venture.

 The business decided to minimize the weaknesses that occurred in the organization

and its suppliers by building strong business relationships.

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