University of the East-Manila

College of Business Administration

Communication Plan
In
Purposive Communication

Presented by:
Carandang, Joshua Levi G.
Dela Cruz, Cathleen Rose C.
Jarina, Kristine
Javier, Paula
Villancio, Ian Jade
BSA-BJB

Presented to:
Prof. Maria Cristina P. Mercado

March 21, 2019

 I. Background of the company
Nowadays, potato has a huge impact in our food cycle as an individual, hence it
suffices us with extraordinary ways on how to present it. Potato become widespread in
the Philippines and in demand on our fellow countrymen hence, the average consumption
of potato per capita that is based on statistics from Faostat is 2.24kg in the year of 2013
compared to the year of 2005 that averages to 1.75kg. Indeed, Filipinos always indulge
and reach this nutritious and delicious vegetable in order to satisfy their cravings and
satisfactions.
On the other hand, ice cream is also the apple of the eyes of the Filipinos in terms of
refreshments. The number of consumptions of ice cream of an average person in the
Philippines amounts to .8 kg in 2019 that moderately increasing for the upcoming years
based on Statista. The fact that the Philippines is in line of the Earth’s imaginary line
equator that gives us the heat we feel most of the time in a year there’s no doubt that we
need to cool down ourselves.
Since, the market needs healthy foods especially during “Meriendas” we made the
Ponuts Company to supply and distribute what our beloved customer needs. Ponuts is a
food industry company that distributes refreshments to the market. It started on the year
of 2017 and has 20 stores in Metro Manila. Ponuts Company promises to deliver a new
product made with fresh ingredients that commits to always serving our customers cold
and sweet Ponuts, mashed potatoes mixed with milky sauce and nuts, prepared in a safe
and clean environment with sterilized utensils and equipment.
The increasing needs of promotion is a vital role in reaching clients which the company
needs to improve on. For the year of 2018, the reports indicate that instead of gaining
profit the company decline in all financial measures for the three (3) consecutive quarters.
In this case, the company will create ideas to improve its strategies to get back on the
trading arena.
 II. Objectives

 To reach new level of product quality which effectively increase customer

satisfaction.
 To build our brand name and be able to compete globally
 Continuous product development through customer feedbacks

III. Target Audience

Ponuts gives the consumer a healthier variety of ice cream. For this brand concept
that we decided we would like to catch the interest of the buyers and also the consumer
with our very own ice cream flavor. Innovative flavor approach would linger the attention
of our target consumers and ask on “what would that ice cream taste like?” that can make
and create a buzz out of it.
In this section will provide a brief description on the various target audience.
Students. Most students craved for sweets and we gave them an healthier alternative
that can suffice their sweet cravings.
Health conscious persons. Ponuts provide health benefits like the low carbohydrate
content of potato with high levels of fibre that helps your body stay at a healthy weight
and keeps your metabolism functioning properly.
Our company gives the consumer a product which is affordable but with health
benefits.

IV. Main Idea/Message

Ponuts Company is committed to provide a quality experience for our customers and
employees. We provide safe and amicable work environment so that our employees can
focus on consistently providing the highest quality products. Our commitment to quality
begins with our producers who operate their farms with a goal of growing, harvesting and
storing superior potatoes and nuts.
This is accomplished by using state of the art machinery, storage facilities and
concentrating on sustainability for the future. Ponuts Company then uses high-tech
sorting equipment and well-trained employees to ensure that only the best potatoes and
nuts are placed in cups while making certain that no contaminates will ever enter our
finished product.
 Our vision is to be one of the dominant food company that produce and process
mashed potato with nuts in the Philippines and worldwide by constantly innovating our
crops and production processes and adding long-term value to our stakeholders. We aim
to create a workplace which trumps by industrializing the agricultural business and
proffers a harmonious, motivating and passionate environment to recruit, develop and
keep the promising employees. It is our zest to outperform, upgrade and develop our
business operations systematically for our company, our people and for the nation
thereby contributing to the growth of the economy. We work to differentiate ourselves
from our bona fide competitors in order to shine amongst our clients.

V. Strategies

Create Advertisements based on the current trends to attract and convince buyers
to try the product and continue patronizing it. Since the product is new to the market,
it will familiarize the consumers and build preference over its competitors.

Develop new product lines for more options and other alternatives that customers
might like to try. It will help to increase customer loyalty for it enables the company to
sell more to existing customers, without the effort and cost of having new customers

Joint Venture to other companies can make the business grow faster, increase
productivity and generate greater profits. It also helps the business to save money by
sharing advertising and marketing costs since the business needs to focus on
introducing the new product to the buyers.
References
Ice Cream - Philippines. (n.d.). Retrieved from statista:
https://www.statista.com/outlook/40100400/123/ice-cream/philippines
Potato Consumption Per Capita in Philippines. (n.d.). Retrieved from HelgiLibrary:
https://www.helgilibrary.com/indicators/potato-consumption-per-
capita/philippines/