Marketing
Plans
A. Product to sell
Turophile is the next generation of lumpiang keso.
The ham and cheese combined in one roll compliment each
other's taste. Turophile offers you two types of flavor to your
cheese sticks either you’ll stick in cheese or barbeque flavor.
The term turophile means that the person loves cheese. But
our cheese sticks are not like the ordinary cheese sticks you
tasted in other food stalls or restaurants, the ham that is
combined in the cheese makes it unique from others.
Savoring the mixture of ham and cheese of Turophile will
surely satisfy you in any aspect.
The box in our logo put an emphasis on the cheese sticks inside the box. This means
that the Turophile specialty focuses on cheese sticks. We choose the color brown as a theme
for our logo because brown symbolizes strength and reliability. Strength as to whatever struggle
comes, we always find a way to be strong, and reliability for we make sure that you can trust our
brand.
B. Justification of Market Viability
This turophile venture would be the first street food cheese sticks with ham,
putting a spotlight on cheese stick fans. Having purchased your preferred cheese sticks,
which are now available on the streets and served to the general public, we guarantee
that you will receive the highest quality cheese sticks as well as a decent service that will
meet all of your needs.
The public appreciates the cheese sticks, their quality, flavor, and aroma,
according to the poll that the participants completed. The given product satisfied the
customer, and they are willing to buy and eat the cheese sticks with dipping powder,
particularly students at the University of Cebu and people in the target market (Pit-os
street).
The proponents of the proposed business have decided that the business will be
a market success based on the factors of the recommended business viability. The
proposed business will have strong marketing strategies in place to help it achieve its
aims and objectives.
C. Target Market
In spearheading this business, entrepreneurs must do their best to identify and access
the consumer’s preferences towards the offered product. The Turophile is supposed to attract
and entertain a variety of clients (e.g., students, workers, foreigners, etc.) who are eager to
purchase the products offered inside the proposed business’s coverage area.
The consumers in Pit-os Cebu City coincide with the business’s target consumers.
Mainly, there are a lot of people who come back and forth to the chosen location since there is a
market at that exact location that can be helpful to entrepreneurs to attract different varieties of
consumers and offer the product. Also, it will be a great spot when the face-to-face classes are
implemented since there is a known national high school nearby from the location, which is
Pit-os National High School. Entrepreneurs will also consider the family, kids, teenagers, etc.,
who will visit Pit-os Cebu City and are willing to purchase Turophile as their merienda and
sumsuman as they have their bonding with their family, friends, and school peers.
Due to its popularity, affordability, uniqueness, and high quality of items that can
compete with other available products on the market, the company can target a wide range of
consumers. Strategically, the company can accommodate all types of customers that want to
buy the offered products.
Area of Coverage
The area where the business will be likely to be settled and focused will be within the
Cebu City area, specifically in Pit-os Cebu City. In that case, it will be easy for the entrepreneurs
to sell their offered products since they will have all types of consumers in the said location.
Turophile will be located at a high population density where there will be a high number of
possible consumers for the business. Cebu City area is strategically located in a highly
urbanized area where businesses and other activities are based. By doing so, the business will
be located in a highly commercialized region where it may attract a lot of customers and have
the opportunity to grow and be popular.
Pit-os Cebu City might be a great spot since there are a lot of people visiting the said
location since it has a market right at the chosen location, a school nearby, and a lot of
motorcycle drivers, truck drivers, etc., passing by, that could be the possible customers.
It is a strategic place to put up a business since it is accessible to everyone, has a lot of
potential consumers, and can attract a lot of consumers eager to try and purchase the offered
product. The entrepreneurs and the business itself will be settled in Pit-os, Cebu City, since it is
convenient for individuals and also for the entrepreneurs. As a result, this will give the product
the opportunity to be popular, grow in the market, and innovate.
Pricing
Pricing or costing is very important when opening a business since a lot of people
depend on the price before purchasing a product. They look at the price in order to determine if
it is worth it to purchase a specific product or not.
We sell our product in an eco-friendly cup for only ₱25.00, which contains 3 pieces of
Turophile. We also offer two different options: the cheese flavor and the barbecue flavor,
depending on the customer’s choice. We intentionally put in different varieties of flavors since
people have different preferences when it comes to food. Entrepreneurs make sure that the
products they offer to consumers are all affordable so that consumers will purchase them again.
Furthermore, entrepreneurs made it affordable so that all individuals can purchase it, even kids,
especially students who are budgeting their money.
We offer affordable products so that they are marketable and affordable for individuals,
while providing them with the best quality and most flavorful turophile. This will have a great
impact on a starting business since it will help to attract and retain loyal customers due to its
affordability while being of the highest quality.
Product and Promotion
Cheese Sticks, also known as Lumpiang keso, are produced by wrapping the cheese in
a thin egg crêpe with extra ingredients of your choice. It’s a popular finger food snack for
everyone that’s great for parties, merienda, or sumsuman. Since we want to innovate with this
dish, we substitute breadcrumbs for lumpia wrappers and processed packed cheese for different
cheeses to keep it cheaper and more accessible. To make it more tasty and unique, we added
ham. We will be utilizing eggs to bind the cheese, ham, and breadcrumbs together.
We made sure that the products are affordable so that individuals can purchase them
and will likely purchase them again. Despite the ingredients used, we will make it affordable to
attract a lot of customers while making our business profitable.
In order to promote our product, we will be posting it on different social media platforms
since e-commerce is the most used nowadays, especially right now when we are still facing an
epidemic. This will help entrepreneurs attract a lot of customers while providing the business
with good and high sales. We will be using traditional and online selling since we want to be
open to a lot of opportunities.
Our targeted place is Pit-os Cebu City, since there are a lot of possible customers and
various types of consumers in the said location. As a result, this will lead to the business having
good and high sales.
C. Marketing Programs and strategies
1.Practice of Competition
The proposed business,Turophile, is a Philippine specialty food delicacy store that deals
exclusively with the production of scrumptious cheese sticks at a very reasonable
price.Turophile, being a specialty food delicacy store, would be exposed to plenty of competitors
even just within the Cebu area.
The well known Mozzarella sticks of Leylam is the main competitor of the proposed
business. Leylam is the largest company-owned shawarma chain in the Philippines in which
their food stalls are usually located inside malls, making it very exposed to customers. The said
shawarma chain offers the popular mozzarella sticks that would strongly compete with the
product of the proposed business. Aside from the popularity of the product to the general public,
the quality of their own Mozzarella sticks would as well compete with the products of the
proposed business.
Another very strong competitor of the proposed business is ChizMozza. It is the first fried
Mozzarella Cheese food stand in the Philippines that already has over 30 outlets in various
locations making it very popular and feasible to customers. Aside from its popularity, they offer
different product varieties, dipping varieties, and product affordability in which competes the
product of the proposed business
Other product competitors include Marby Food Ventures Corporation. They have
manufactured cheese sticks in packs and distributed it to supermarkets as ready-to-cook goods.
This is also a strong competitor of the product of the proposed business as they offer affordable
prices as well.
These competitors will have a huge impact on the proposed business from the product
itself, place, promotion, and price. Thus, it would be hard for Turophile to be in competition
among all these competitors given that the proposed business is a start-up and has not yet built
its brand awareness. However, Turophile has its own advantages and unique attribute
compared to its competitors: (1) Quality products by using quality ingredients; (2) Clean working
environment and safe product is guaranteed; (3) Products are freshly made with no
preservatives compared to competitors especially the ready-to-cook ones: and (4) Product
affordability in which anyone can afford to buy.
Competitor’s Price (Turophile)
COMPETITOR PRICE NO. OF PRICE PER LOCATION
PER PIECES PIECE
SERVING PER
(price per serving
(PHP) SERVING
/ no. of pieces
per serving)
Leylam Mozzarella 90.00 4 22.50 Ayala Center Cebu
Sticks
ChizMozza Mozzarella 49.00 6 8.17 Ayala Malls
Bites Southpark
ChizMozza Mozzarella 59.00 3 19.67 Ayala Malls
Sticks Southpark
ChizMozza Ham and 35 3 11.67 Ayala Malls
Mozza Pops Southpark
Marby Cheese sticks 68 14 4.86 Robinsons
(ready-to-cook) Supermarket
Table #1 List of Business competitors, their prices, and their location
The table #1 shows the list of competitors and their product prices that strongly
competes the product of the proposed business. It shows that the Leylam Mozzarella Sticks is
the most expensive one which costs 90.00 pesos per serving, 4 pcs per serving, and
approximately 22.50 pesos per piece. On the other hand, the cheapest one is the Marby
ready-to-cook cheese sticks with a price of 68.00 pesos, having 14 sticks per pack, and
approximately 4.86 pesos only per piece.
TUROPHILE SCHEDULE AND STORE HOURS
Location Schedule Time
Pit-os, Cebu City, 6000 Monday-Sunday 10:00AM-7:00PM
Cebu
Table #2. Business’ Schedule and Store hours
Table #2 shows the proposed business’ schedule and store hours of business operation.
2.Own Marketing Programs and Strategies
Effective Marketing Programs and Strategies help the business grow in the market.
Turophile will be able to compete in the food industry by developing marketing plans and
strategies. It’s main goal is to provide quality products for an affordable price, and best service
to its customers. This strategy mainly focuses on the product, service and pricing. Another most
important thing is building brand awareness, which turophile will work on by utilizing different
media platforms, as well as infographic marketing.
In order for online marketing to happen, different social networking sites like Facebook,
Instagram, Twitter, and Pinterest can be used. Creating a website will be considered as well
since this serves as a go-to for customers.
Creating and verifying Google business profile is one of the most effective marketing
strategy as well since Google is the largest search engine in the world. This will be beneficial to
the business as this will show your business location and product reviews when a customer
searches for your business name, business niche or even just your business product on
Google. This will offer Turophile a great opportunity for huge business exposure.
Generally,Turophile will focus more on Facebook, since this is the largest social network
with a huge audience. Turophile will consider creating a Facebook page and be open for honest
reviews and suggestions. Reviews will be very beneficial to both the business and potential
customers. Suggestions will also help the business grow and foster.
D. Demand and Supply Analysis
Projected Daily Production and Consumption
Total supply/pieces Total Demand
Flavors Bbq Cheese Bbq Cheese
Per Day 50 50 50 50
Total 100 pieces 100 pieces
Projected Weekly Production and Consumption
Total supply/pieces Total Demand
Flavors Bbq Cheese Bbq Cheese
Per Week 350 350 350 350
Total 700 pieces 700 pieces
Projected Monthly Production and Consumption
Total supply/pieces Total Demand
Flavors Bbq Cheese Bbq Cheese
Per Month 1400 1400 1400 1400
Total 2800 pieces 2800 pieces
Table 3. Projected Daily, Weekly, and Monthly Demand and Supply Analysis
( Cheese Sticks )
In Table 3, It demonstrate the projected daily, weekly, and monthly demand and supply
analysis of the proposed business.
In the Table 4 shows the projected monthly and annual demand and supply of
products from the proposed business, which is demonstrated in the next page. It
discusses the projected demand and supply of cheese sticks every month in the first
year of the proposed business.
PROJECTED MONTHLY PRODUCTION AND CONSUMPTION
Total supply/pieces Total Demand
Flavors Bbq Cheese Bbq Cheese
January 1,400 1,400 1,400 1,400
February 1,400 1,400 1,400 1,400
March 1,400 1,400 1,400 1,400
April 1,400 1,400 1,400 1,400
May 1,400 1,400 1,400 1,400
June 1,400 1,400 1,400 1,400
July 1,400 1,400 1,400 1,400
August 1,400 1,400 1,400 1,400
September 1,680 1,680 1,680 1,680
October 1,680 1,680 1,680 1,680
November 1,680 1,680 1,680 1,680
December 1,680 1,680 1,680 1,680
Total 17,600 17,600 17,600 17,600
E. Projected Sales
Projected sales shows the quantity of price and goods an organization intends to make
at some time in the future. It helps determine the wealth of the company and predict whether the
sales will rise or fall. The following tables below will show the forecasted sales of Turophile for
the year 2022-2023.
Table ( 5 )
Projected Sales (In Volume)
Projected Annual Sales
Month Cheese Stick
January 1,704
February 1,436
March 1,536
April 1,680
May 1,680
June 1,632
July 1,728
August 1,680
September 1,655
October 1,704
November 1,632
December 1,728
Total 18,092 pcs
The table 5 depicts the anticipated sales for the year 2023 accumulating 18,300
pieces in total. The proponents base their calculations on multiplying daily production (48 pcs.)
to the number of weekdays each month and adding 24 pcs. every weekend.
The proponents use this method:
(Daily production (48 pcs.) x number of weekdays in a month) + (daily production (72
pcs.) x number of weekends in a month) = total number of products each month.
i.e.,
48 pcs. x 22 weekdays= 1,056
72 pcs x 9 weekends= 648
1,056 + 648 = 1,704 pcs in the month of january
Table ( 6 )
Projected Sales (In Peso)
Projected Annual Sales
Month Hameese Sticks
Per piece (1 pc) Per pack (3 pcs)
January ₱15,336 ₱8,950
February ₱12,924 ₱11,968
March ₱13,824 ₱12,800
April ₱15,120 ₱14,000
May ₱15,120 ₱14,000
June ₱14,688 ₱13,600
July ₱15,552 ₱14,400
August ₱15,120 ₱14,000
September ₱14,895 ₱13,793
October ₱15,336 ₱14,200
November ₱14,688 ₱13,600
December ₱15,552 ₱14,400
Total ₱168,498 ₱156,018
This table 6 depicts the potential revenue gain ranging ₱156,018 to ₱168,498 for
all expected products to be sold in 2023 using this method:
Per piece
Monthly Production x ₱9 = total sales for the month
i.e.,
1,704 x 9 = ₱15,336
Per pack (3 pcs)
Monthly Production/3 x ₱25 = total sales for the month
i.e.,
1,704/3 = 568 x 25 = ₱14,200
GROUP 5 RESEARCHERS:
BORRES, JEAN ROSE
FAJARDO, REIGN ADRIANNE
NICOLAS, ELLA MARIE
RELATADO, JULIANNE GAILE
RONDINA, ASHLEY
