CHAPTER 7

MARKETING PLAN

Market Research

The Fortissimus enterprise conducted a research in Far Eastern College- Silang to

know their target market. They had 50 random respondents for the research. This survey

would also show the problems that may possibly arise upon launching the product. The

results would be a great help to early think of ways to solve the challenges the enterprise

may encounter along the way. The result of the survey are as follows:

Fond of Eating Sweets

14%
Yes
No

86%

Figure 5: Respondents fond of eating sweets

The graph shows that the percentage of those who is fond of eating sweets is a lot

bigger than those who are not. This means that there are a lot of possible consumers.
 Kinds of Sweets

Candy
1% Chocolates
18% 17%
Cakes
Ice Cream
Cookies
23% 25% Smoothies

16%

Figure 6: Kinds of Sweets

The figure shows that candy is the 4 th highest kind of sweets people consume. It

is a good indication that people consume candies and also a challenge for Fortissimus

Enterprise wherein they will make ways in making the candy at a higher place.

Frequency

Daily
12%
1-3 times a week
9% 1-5 times a month
Seldom
55%
24%

Figure 7: Frequency of Eating Sweets

This figure shows that most consumers buy sweets on a daily basis.
 Flavors

Chocolate
14% Strawberry
32% Vanilla
7%
Ube
Caramel
22%
25%

Figure 8: Flavors of Sweets

This figure shows that chocolate is the most consumes flavor of sweet.

Moreover, caramel is the 2nd to the lowest flavor. This is a big challenge to the

Fortissimus Enterprise in making the caramel be loved by the consumers.

Factors

Price
22% 28% Taste
Packaging
Presentation
7%
43%

Figure 9: Factors affecting their Consume of Sweets

This figure shows that the packaging is what consumers consider when buying

sweets. This means that the enterprise should work on the packaging of the candy.
 Market Place

Sari Sari Store

2% Convenience Store
23% 26% Candy Shop
Mall
Bakery
16%
33%

Figure 10: Market Place of Sweets

This figure shows that most consumers buy their sweets in a convenience store.

This is why Fortissimus Enterprise located their candy shop not so near and not so far

from a convenience store.

Interested with C3

24% Yes
No

76%

Figure 11: Interested with Crispy Caramel Candy

This figure shows that there are many people interested with Crispy Caramel

Candy. This also means that the potential market for C3 is high.
 Perception about the Taste

8% Confusing
6% 22% Exciting
Amazing
Weird

63%

Figure 12: Taste of Crispy Caramel Candy

This figure shows that there are many people interested and excited with the

candy. This also means that these people are the potential market.

Perception about the Product

21% Good Idea

Bad idea

79%

Figure 13: Perception about Crispy Caramel Candy

This figure shows that the Crispy Caramel Candy is a good product.
 Price of the Product

13% Good Price

Bad Price

88%

Figure 14: Price of Crispy Caramel Candy

This figure shows that having a Php5 as the price of the product, it is

affordable for the consumers.

Market Plan

After conducting the research, Fortissimus Enterprise analyzed and find ways in

addressing the problems that aroused in the results.

Product

The Crispy Caramel Candy will remain the same. Since the survey showed that

some are not believing it will happen, this will be an edge for the enterprise to launch a

very unique product, so unique that some didn’t expect it would be delicious.

Place

Aside from having a space owned by the co-owner of Fortissimus Enterprise

which lead them to have a low price of rental, the location of the physical store is an

advantage since it is placed beside a party essentials store, a school, a Catholic church
and other foods stores. Since the store’s target market are students, placing it near a

school is a good help. Also, party essentials store would be an additional target regular

customer for sweets are needed by caterers. Meaning to say, at a low cost of rent, the

place of the Fortissimus Enterprise is a perfect location in boosting the sales of the

enterprise.

Pricing

Since the Fortissimus Enterprise aims to be well-known for its delicious, unique

and affordable products, the enterprise decided to use Penetration Pricing to capture the

eyes of the consumers. They believe that as a starting business, it is better to offer a

unique product that is very affordable so that consumers will not be afraid to try.

With this, the store offers their delicious product with an affordable price. The

price set by the Fortissimus Enterprise is Php5 per candy, which is much affordable to

other candy store in the mall, pasalubong centers and to other candy shop. This price will

not change unless the enterprise cannot occupy the demand for the product and also if the

raw materials had an increase in price.

Pieces Price

1 Php 5

5 (box) Php 20

Table 1: Product Prices

Promotion

Since the generation nowadays, the millennials, are fund of using advanced

technologies, the Fortissimus Enterprise would be using social media sites like Facebook,

Twitter and Instagram in promoting their product. This is the best way to promote the

product for it will not give any cost to the enterprise but it will cover a wide range of

consumers. Selling online is popular too nowadays so using the social media in

promotion would be effective.

Occasionally, the Fortissimus Enterprise would also use tarpaulin, especially for

the opening and launching of new products. Brochure and Flyers will also be used in

spreading announcements or launching of products.

Figure 15: The Tarpaulin and Flyer Design

 The enterprise also made Facebook Pages, Twitter Pages and Instagram Pages for

the promotion of their product. This pages will also be used in selling the product online

since the enterprise wanted the product to reach far places.

Distribution

The distribution of products could be in three ways. This is to maximize the sales

the owners could get through hard work. First is direct distribution from the manufacturer

to the consumer. This will happen in the physical store of the enterprise.

Second is the manufacturer-distributor-consumer distribution wherein the

enterprise would distribute their products to Pasalubong Centers in Tagaytay City and

Dasmarinas City. This will help the store in targeting foreigners and wide range of

Filipino people.

Lastly, the distribution through online. Since the generation nowadays are fund of

ordering goods and products online, the Fortissimus Enterprise would also get orders

online and would use courier to deliver it to the consumer.

3-Year Sales Forecast

FORTISSIMUS ENTERPRISE
For the Year 2018 to 2020
SALES FORECAST 2018

2018 2019 2020

202,202.1 310,504.2
QTY 93,900
0 0
TOTAL
₱469,500.00 ₱1,011,010.49 ₱1,552,520.98
SALES

3-Years Sales Forecast

3 YEARS SALES FORECAST

1,800,000

1,600,000

1,400,000

1,200,000

1,000,000

800,000

600,000

400,000

200,000

-
2018 2019 2020

QTY TOTAL SALES