III.
MARKETING PLAN
Kumaantah Baked Croquettes (KBC) is a business established on the year 2020 by Andrea Isabel
Dum-ao, Chara Belle Fetesio, Noellah Shien Amistad, Clement Ron Aniway, Kaye Naval, Jasper Tan and
Damukay Bay-on.
Kumaantah Baked Croquettes, creates and serves the public with its innovative and delicious
viand, inspired by the famous “merienda”, Pastil, known in the land of Sultan Kudarat, Philippines, in the
form of a croquette. The business promotes healthy eating by providing the public tuna-based products
and serving it baked nor fried and promotes eco-friendly environment because of the way it is serve using
banana leaves instead of plastic or paper cup.
A. PRODUCT
Product Description
“Kumaantah” means “Kain na” in maranao. In the house
when someone says “Kain na” people immediately gather around
to eat what is served on the table and the people inside the house
starts to bond as they enjoy the food. In that manner we want
people to gather around during “merienda time” and to forget work
and to just indulge on our baked croquettes.
Product Origin
It is a savory tuna with rice dish, wrapped in hand-made
dough that is formed into a tear- drop shape, coated with breading
mix having a crispy exterior. Croquettes originated in Brazil and traditionally had a beef-based filling but
in time the recipe has taken itself into many directions, different applications and ingredients such as
using salmon, chicken and even vegetables for the filling. To re-modelized the traditionally Croquettes
and to incorporate the great land of Sultan Kudarat, one of 4 provinces in SOCCKSARGEN, we decided
to make a tuna-based filling with rice, instead of wrapping the food with banana leaves the product will
go through the breading station and into the Oven. Baked not fried as a healthier way.
Product Information
In making our Kumaantah Baked Croquettes we are going to use fresh tuna. It is to promote the
fishermen who are working very hard to catch tuna and sell them in local markets. Instead of buying
canned tuna that is produced by companies that is earning more than the fisherman. We choose to help
them promote their product and to help them earn money as an appreciation of their hard work. This will
also give the Kumaantah Baked Croquettes unique texture.
The product is consisting of three main fillings, the first one is tuna with rice, second is tuna with
cheese and the third one is tuna and red egg. The fillings are already tested by our groupmates and I was
surprisingly tasty and the filling and the tuna goes together well. You can check appendix A for the
product recipe.
A. PLACE
Our business will be located at Porta Vaga mall, Session road, Baguio City. A previous restaurant
has recently closed providing our business a potential space where we could open up our stall. It is
located at the second floor of the mall beside hello kitty store. Open at 8:00 am and will close around
11:00 pm. We choose this place because of its strategic marketing position, in the past few years Porta
Vaga has increased its popularity specially for millennials and generation Z which is our major target
market.
According to Andre Santiago (2017) a newspaper writer of The Philippine Star Baguio City may be
relatively small in size, but the increasing development of shopping centers and malls in such a short
period of time can easily rival even metro giants such as Manila and Cebu. These malls include: SM City
Baguio, Baguio Center Mall, Cooyeesan Hotel Plaza, Abanao Square, The Maharlika Livelihood Center,
Porta Vaga Mall and Centerpoint Plaza. Boasting a massive retail industry, shoppers are treated to a
diversity of competitively-priced commercial, local and international products from suppliers all over the
country.
Based on our research the place cost a ten thousand pesos monthly rent and a possibility of 5%
increase annually because of inflation. According to the website of WorldData.info is the cost is 10000
Philippine pesos the inflation in year 1 is 5%. So we estimated that our rent expense will be 10,000 pesos
monthly and 120,000 pesos annually plus 5% increase that will be equal to 6,000 pesos so a total of
126,000 pesos’ annual rent expense. And a water bill of 1,300 pesos and 1,500 pesos for the electricity.
Check financial plan for more information
B. PRICE
APPENDIX 2
Recipes Computed price Total Selling Price
Tuna and rice ₱ 8.78 ₱ 9.00
Tuna and cheese 9.37 10.00
Tuna and red egg 9.33 10.00
TOTAL ₱ 29.00
The price of recipe 1 (tuna and rice) is 9 pesos each, then recipe 2 (tuna and cheese) is 10 pesos
each, and recipe 3 (tuna and red egg) is 10 pesos a total of 29 pesos. On our computation there is a 35%
mark-up to cover our expenses and 10% contingency or buffer because our product is perishable so when
there is some product that are not sold or that are being thrown the contingency or buffer will cover the
cost of the product that is being wasted. We plan that we will increase the price 10% annually to cover the
expenses of the business. So on the next year of the business the product will be P10 pesos for the recipe1
and P11 pesos for recipe 2 and 3. You can see the more specific computation of the prices on the
appendix B.
C. PROMOTION
The business will use three strategies in promoting the product. First, using social media sites
(Facebook & Instagram). Philippines is one of the countries who has the highest number of user of social
medias. Considering this, it is an ideal channel to reach a huge number of consumers and to promote our
product. And we will also post the discounts and announcement about the product on the social media to
inform the customers and to encourage other social media user to buy the product.
Second is flyer distribution. According to an expert, flyer advertising is still very effective and
still amongst the best strategies advertising offline. We are going to distribute our business flyers in the
places where our target market usually found. The distribution will be along Session Road, Assumption,
Abanao and other overpass.
Lastly, giving discount coupons. Distribution of coupons encourages previous/ existing
customers to increase their transaction size. On the first launching of the product there will be a free 3
pieces having different fillings for the first 15 customers in line. And every 2 months there will be a 50
coupons distributed having a 10% discount. It will also help to acquire new customers by offering
competitive prices and instill loyalty amongst existing customers.
The budget for the flyers will be 500 pesos per batch of the flyers. And we plan to distribute the
flyers on the first lunching of the product and other batch on the next 6 months specially when there are
new flavors or new products that will be added on the menu. So the total budget for the flyers is 1,000
annually. While the budget for the coupons will be 100 pesos per 50 pieces distributed every 2 months.
And a total of 600 pesos annually for the coupons.
D. PEOPLE
Our main target customers will be millennial and generation Z, a wide combination of medium
class of workers and students. And also our target market research shows that these are the customer
groups that like new things or inventions which are perfect for our product baked croquettes. Since
croquettes is most likely a finger food a lot of customers will be willing to buy it because it is easy to grab
and eat. Specially that is located at a crowded area providing access to the target customer audience.
In addition, according to the Philippine Star article Baguio City slowly evolves into the center of
business, tourism and education in northern Luzon, the community has become an attractive destination
to simply visit as a tourist or for those looking for a new place to call home. That’s why one of our
customer is also the tourist that are coming from different places and that are fun in exploring Baguio
specially the foods around the place.
E. PACKAGING
Our product packaging would be composed of banana leaves as a wrapper with the addition of
parchment paper on the bottom of the product to absorb moist and avoid leakage as much as possible. We
choose banana leaves as our product wrapper to divert into an eco-friendlier, less waste food product. The
banana wrapper will decompose within less a week and will not contribute to the garbage production
within the city. Our target provider of banana leaves will be the farmers that are willing to sell their
banana leaves. And also to help them gain money not only with the fruit but also the leaves since in the
end they will just throw it away.
By using this strategy that we have adopted from the pastil of the region 12 we can promote and
reinstate the traditional way of packaging Filipino food since some of the target customers are generation
Z and others are tourist from different places. Lastly this type of packaging will be more convenient to the
customers because of its haste-free packaging.
