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Product Proposal 1

The document outlines the components of a product proposal, including an executive summary, market description, product positioning, and pricing strategy. It emphasizes the importance of market segmentation and targeting, as well as promotional strategies for launching a product. Additionally, it provides a detailed cost breakdown for a specific dish, Chicken and Pork Adobo, highlighting the total cost, markup, and selling price.

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jocelynariola5
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29 views19 pages

Product Proposal 1

The document outlines the components of a product proposal, including an executive summary, market description, product positioning, and pricing strategy. It emphasizes the importance of market segmentation and targeting, as well as promotional strategies for launching a product. Additionally, it provides a detailed cost breakdown for a specific dish, Chicken and Pork Adobo, highlighting the total cost, markup, and selling price.

Uploaded by

jocelynariola5
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

what is a feasibility study?

4 P's vs 4 C's
product -- customer value
price -- cost
place convenience
promotion communication
PRODUCT PROPOSAL
Executive Summary
• It contains a short statement that addresses the problem or proposal
detailed in the attached documents, and features background
information, a concise analysis and a conclusion.
• An executive summary is designed to help executives and investors
decide whether to go forth with the proposal or not, making it
critically important.
Market Description
Market Segmentation
Demographic segmentation: The who
• Age
• Gender
• Ethnicity
• Income
• Level of education
• Religion
• Profession/role in a company
Psychographic segmentation: The why
• Personality traits
• Hobbies
• Life goals
• Values
• Beliefs
• Lifestyles
Geographic segmentation: The where
• Country
• Region
• City
• Postal code
Behavioral segmentation: The how
• Spending habits
• Purchasing habits
• Browsing habits
• Interactions with the brand
• Loyalty to brand
Product Positioning
• The process involves creating a particular image of a brand and its
products in consumers’ minds

• Characteristics-based positioning
• Pricing-based positioning
• Use or application-based positioning
• Quality or prestige-based positioning
• Competitor-based positioning
Market Targeting
• Primary Market
• Secondary Market
Product Description
a. Benefits
b. Uses
c. Features
d. Innovative Features
Pricing Strategy
CHICKEN AND PORK ADOBO
cost
2 tsp oil, canola 3.29
6 cloves garlic, crushed 5
1 pc onion, sliced 10
750 g chicken cut ups 165
250 g pork liempo 54.75
3 tbsp vinegar 2
¼ cup soy sauce 2
2 pcs bay leaves 1
1 tsp whole black peppercorns 0.5
1 cup water 0.5
1 pc Knorr chicken cube 9
1 tsp brown sugar 2
2 bundle Bok-Choi 10
Total 265.04
Mark up 50% 132.52
Selling Price 397.56
1 tsp = 14ml
1L =235 pesos
235/1000
0.235
14 x 0.235
3.29
CHICKEN AND PORK ADOBO
cost
2 tsp oil, canola 3.29
6 cloves garlic, crushed 5
1 pc onion, sliced 10
750 g chicken cut ups 165
250 g pork liempo 54.75
3 tbsp vinegar 2
¼ cup soy sauce 2
2 pcs bay leaves 1
1 tsp whole black peppercorns 0.5
1 cup water 0.5
1 pc Knorr chicken cube 9
1 tsp brown sugar 2
2 bundle Bok-Choi 10
Total 265.04
Mark up 50% 132.52
Selling Price 397.56
Distribution Strategy
• Identify the channel and area of distribution
• wholesalers, retailers, distributors
• Location (Map)
Promotional Strategy
• a. Include items For promotion such as probable advertisements,
publicity/public relations and sales promotion
• b. Consider the position of the new product in the product life cycle
stage.
*** Include prototype of your product proposal
*** Font: Garamond
Size: 12
Spacing: 1.5
Paper: Short Bond Paper (8.5 x 11)
Powerpoint Presentation

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