Executive Summary

This marketing plan is for OrganiKo, a new store located at the ____________. I envision

OrganiKo to be the leading store that sells organic eggs and other poultry products in Quezon

City and by providing 100% chemical-free poultry products that will promote a healthy lifestyle

and a healthy well-being. OrganiKo offers organic eggs and quality customer service. We are

targeting specific segments in the consumer market, taking advantage of the increasing health

awareness of the Filipinos especially those who are living in the National Capital Region, their

quest for convenience and value-adding purchase of nutritious food.

Statement of the Problem

With the increase number of various diseases, people nowadays are becoming conscious

of their health as well as the kind of food they are eating. The challenge is to offer a product in

the market that will tap the health conscious population by providing them healthy products and

at the same time by giving livelihood to the neighborhood in Bulacan.

Objectives

 To raise awareness on healthy living.

 To build a visible image among people in the National Capital Region.

 To create an impact by providing livelihood program to neighborhood in Bulacan.

 (pakidagdag nalang po)

I. Situation Analysis

A. Internal Analysis

B. External Analysis

Macro Environmental Analysis (PESTN)

Political – Legal. Organic Agriculture Act of 2010. It is hereby declared the policy of the State to

promote, propagate, develop further and implement the practice of organic agriculture in the

Philippines that will cumulatively condition and enrich the fertility of the soil, increase farm

productivity, reduce pollution and destruction of the environment, prevent the depletion of natural

resources, further protect the health of farmers, consumers and the general public, and save on

imported farm inputs. Towards this end, a comprehensive program for the promotion of

community-based organic agriculture systems which include, among others, farmer-produced

purely organic fertilizers such as compost, pesticides and other farm inputs, together with a

nationwide educational and promotional campaign for their use and processing, as well as the

adoption of organic agricultural system as a viable alternative shall be undertaken.

This can be an opportunity to the business since the government is also encouraging

people to promote organic agriculture. It can also help in increasing the awareness of the people

on organic agriculture.

Economic. There is a large increase on percentage of allocation of consumption by households

in health. According to the Household Final Consumption Expenditure by the National Statistics

Coordination Board of Philippines, the growth rate increased by 23.5% in the fourth quarter of

2012. OrganiKo considers this as an opportunity since OrganiKo provides organic egg products

that will meet the increasing demand for health products & services.
Sociocultural. The increasing number of diseases is considered as an opportunity by OrganiKo.

OrganiKo will provide purely organic egg that is suited for health conscious people.

OrganiKo also considers the higher level of health awareness in the community an

opportunity. According to the Household Final Consumption Expenditure by the National Statistics

Coordination Board of Philippines, the consumption of food and non-alcoholic beverages

increased by 8.6% during the fourth quarter of 2012. The eggs provided by OrganiKo are purely

organic and chemical free that can assure consumer that they can get the best quality. OrganiKo

will be giving emphasis on the purity/freshness of the products.

The awareness in chemical free products is considered an opportunity by OrganiKo. Due

to this, OrganiKo will assure that the products will be chemical free. I will have my own farm to

raise and breed native chicken.

Limited source of income of people in Bulacan can be an opportunity to the business.

Through this I can hire those neighborhood whose desire is to have additional source of income.

I will hire them to raise the chicken and in exchange they will earn their salaries.

Technological. Trends in organic farming such as, Hi-tech greenhouse, pesticides, herbicides,

and fertilizers, chemical-industrial animal farming system, vertical and other farming methods, are

considered both as threat and opportunity. These are threats due to the infusion of chemicals that

may lead to dangerous product. These are also opportunities since these may lead to organic

food supply.

OrganiKo can give an assurance to its customers that the product it offers has high

nutrients and of top quality without harmful effects on human health.

The internet age gave rise to social media wherein at the present a lot of people interact

more on the internet compared to real life. This is an opportunity since websites are easy to locate,
we can gather more customers in the internet platform, and it gives convenience and product

awareness to consumers.

With the aid of these technological advancements Organiko will have an opportunity to do

online advertisements or to use social media as a platform to sell the products online. Organiko

can enter the market space and accept online order placement and reservations as well. Online

payments will be made available for customers for easy purchase and making of order. We will

guarantee secured transactions placed online. There will be constant monitoring of website/

Facebook page.

Natural. The use of fertilizers and other harmful pesticides that affect the composition of the soil

is considered as a threat, so in order to help ensure the fertility of the land, we will not be using

pesticides and fertilizers containing harmful chemicals.

II. Consumer Analysis

Parents – They are the ones who feed their household nutritious food to prevent them from

acquiring various sickness and diseases. It would be better and convenient for them to buy in

custom package sizes, and should be given a wide array of different products in order to support

the distinct needs of the different members of the family.

Professionals young to middle adults – They consume more of the healthy food products to

improve or maintain their physical and mental fitness due to the demands of work and other

activities. They have the highest purchasing power towards OrganiKo and are the biggest

influencers in the decision making process of the entire market population of NCR.
III. Market Analysis

Market Needs

Market Growth

Market Trends

Market Growth`

IV. Competitive Analysis

Competitor Analysis

The existence of reputable supermarkets and shops that offers wide array of produce,

consumable food items, supplements and refreshments has increased the competitive pressure.

Competitors are constantly improving their service quality as well as assortment of products. We

have identified our key competitors:

 SM Supermarket. SM Supermarket has gained the loyalty of its customers through their

long term existence in the industry. Being highly acclaimed all over the city, SM

Supermarket is expected to offer its customers wide array of products and assure good

quality.

 Robinsons Supermarket. I Love Wellness: That is how Robinsons Supermarket addresses

itself. Customers keep on coming back because of its premier location, variety and

competitive price of products.

 EchoStore Salcedo. ECHOstore, by its very name, cares for the Environment, helps

the Community, promotes Health and works with Organizations. That’s why
 it’s ECHO. And because it is best experienced while dining at the café, ECHOcafe was

added to the concept. Further, in a sharing economy, recipes are shared with customers

and the goods for DIY at home is available at the ECHOmarket.

Aside from the three competitors, we have also identified other companies that compete

with few of our product offerings:

 Public markets, Various Supermarkets, Distributors and Online shops

Marketing Channel

OrganiKo adopts a level one marketing channel. We will be delivering the service directly

to the consumers. We will also have a Facebook page where customers can check the prices of

our product and make orders online.

We have identified strengths such as direct contact to producer of goods, direct contact to

consumers, ensured freshness of produce, easy to monitor location of goods and road transport

is ideal for transporting perishable goods.

However, there are also some weaknesses that we might encounter such as transport

subject to traffic delays, produce susceptible to damage through careless driving, limits on how

much you can transport at a time and limited source of supply of goods
SWOT ANALYSIS

2.1 Strengths, Weaknesses, Opportunities, and Threat Analysis

Strengths.

Weaknesses.

 OrganiKo is a newly introduced shop to the market. It is a newbie to the market.

 Alternative commercialized eggs are priced cheaper than the organic egg.

 Inaccessibility to other consumers since it has only one shop.

Opportunities OrganiKo can take advantage of major market opportunities

1. The increasing health awareness of the people that result to the increasing rate of health

conscious individuals in NCR

2. Awareness in the use of chemicals in the production of the eggs.

3. The increasing number of diseases.

4. Social responsibility by providing additional income/livelihood to neighborhood in Bulacan

through raising the native chicken.

Threats We face main threats in the introduction of OrganiKo

1. Knowledge of the people in the chemical infusions that may lead to dangerous products.

2. Natural catastrophes/ bird flu.

3. Increasing number of competitors that can enter the market easily.

As the SWOT analysis suggests, NCR community has become more aware of their food intake

that may lead to improvement of their fitness and well-being.

Consumer Insights

Means-end Chain Analysis

Marketing Strategy

a. Segmentation and targeting

Demographics 20-60 years old

NCR

Male and Female

Economic Income Bracket AB

Psychographics

Aspirations Success and Prominent Image

Benefits Sought Healthy mind and body

Media Habits Active users of social media

Target market will be males and females ages 20-60 years old residing in the National Capital

Region with income bracket AB.

Target Markets

Organico targets the health conscious people who belong to the middle- to upper- income

parents, professionals and students who are looking for organic products that can answer their

quest for healthy lifestyle. Our primary target for Organico is the young to middle adult

professionals who consume more of the healthy products to improve and maintain their fitness

and well-being. Our secondary consumer target is the parents who want to feed their families
healthy and nutritious foods to prevent themselves from acquiring various illnesses and diseases.

Our third target is the students, who are young and impulsive and is a potential market for

Organico in the years to come.

b. Positioning

I am positioning OrganiKo, as a shop that offers fresh and quality organic egg that are

self-produced from our own poultry farm. It is safe, convenient and healthy and 100% guarantee

that eggs sold are fresh and purely organic. Corporate social responsibility will also differentiate

OrganiKo from other shops by providing additional source of income/livelihood to the

neighborhood in Bulacan.

Marketing Strategy

4.4 Marketing Mix (Tactics)

Product

Organico’s fresh produce will be kept in a food chiller built with the latest technology that

can sustain its nutrients, freshness, and quality while some of it will be in dry racks and shelves.

Products will come in different package sizes; it will be either in per kilos, good for five persons,

or in singles pack. Some fresh produce are in ready-to-mix packages; it will be either for salad

preparations or a dish for special occasions. Organico will also increase customer participation

every time they purchase their own salad mix for a complete buying experience.

Organico will also provide strong recycled chemical-free paper bags and oxo-

biodegradable plastic bags for the customers to minimize the environmental impact of the store

as we promote a sustainable healthy community.

Price

The price of the organic egg will range from P 9.00 - P13.00 per piece of egg or P 108.00-

P156.00 per dozen.

Place

OrganiKo’s shop will be located at __________. It will be a strategic location since it is

near households of the target market. Also, for those who cannot personally go to the shop,

customers can order directly call thru the hotline or order thru the facebook page. Cash on

Delivery will be implemented.

Promotion

OrganiKo will be promoted via Facebook. Print media will be distributed to key market

areas (or major roads) of NCR, on establishments like fitness gyms, and on some prime

residential locations in Quezon City, Manila, Makati, etc.

Organico will also sponsor/co-sponsor certain activities related to wellness and health

watch. These activities will include Taebo, Zumba, Fun Runs, Zombie Runs, Food Fests, Cooking

Demos and trade shows.

The stores logo will also be included on the packaging of the products, on promotional

events, on shirts, and on plastic and paper bags provide by the store. This will also include

statements and quotations concerning the environmental issues to always remind the customers’

moral responsibility to the earth and community.

People

Since products will come from a self-produced farm, as a way of helping the community

in Bulacan, I will hire neighborhood who wish to have an additional income to raise the native

chicken and to monitor the production of eggs.

 In addition to this, I will conduct a livelihood seminar and training for the employees to

increase their knowledge on the proper handling and managing of the poultry farm.

For the shop, I will hire individuals who are fit and presentable to be consistent with the

goal which is to promote a healthy lifestyle to Filipinos.

Process

Supply of eggs will come from my own farm. Then it will be brought to the shop in Quezon

City. Customers can order by passing by the shop, thru landline or thru the Facebook Page

whichever is convenient for them. For delivery, we will only accept cash on delivery.

Physical Evidence

Since the store promotes fitness and health, the establishment will offer an ambiance that

will that is comfortable, clean, well-lit, and promotes the goal of Organico. The dominant colors

will be green, white, and brown which will express a theme of being organic, fresh, and vibrant.

The logo (included of the appendix) on the other hand will be in line with the color of the

store and its promotional display to establish a trademark image that will present the stores goal

and position.

To be consistent with the store’s mantra, the prohibition of smoking and alcoholic

beverages will be strictly implanted.

5.0 Financials
 Organico projects sales revenue of Php 4,131,270.00 in the first year of the operations,

and an increase in sales of 10% by the end of the year 2015. We expect cover all our marketing

expenses after one and a half of operations.

Marketing expenses totalled Php 1,300,000.00 for the first year of operations.

6.0 Implementation Schedule

Organico will be introduced in June.

7.0 Control Measures