I.

Executive summary

The marketing plan outlines strategies to promote the product, increase

brand awareness, and drive sales through targeted marketing efforts.
Company is dedicated to producing high-quality, nutritious, and delicious
leche flan made from egg yolk. The company’s mission is to inspire
customers to embrace healthy eating while enjoying traditional flavors.

||. Background of the study

A. Brief history of leche plan

Leche flan is a traditional Filipino dessert known for its rich, creamy texture
and sweet caramel flavor. It is made primarily from eggs, condensed milk,
evaporated milk, sugar, and vanilla extract. The dessert is often served
during special occasions and celebrations, making it a staple in Filipino
cuisine. Understanding the product’s characteristics is essential for effective
marketing. The leche flan product line aims to capture a growing market
segment interested in traditional desserts with a modern twist.

B. Mission and Vision

The vision of our leche flan product is to become the leading provider of
high-quality, nutritious, and delicious leche flan in the market. We aim to be
recognized not only for our exceptional taste but also for our commitment to
health and wellness. Our goal is to inspire a culture of indulgence without
compromise, where customers can enjoy traditional desserts made with
wholesome ingredients that cater to their dietary needs. We envision a future
where our leche flan is synonymous with quality and satisfaction, become
Our mission is to create a delightful experience through our leche flan by
using only the finest ingredients that promote health and well-being.

C. Product service offerings

JADET’S leche plan offers a high quality of leche plan and price at PHP80
only, is made from egg yolks, evaporated milk and condensed milk.

D. Customers

Our primary customer includes health-conscious individuals, families looking

for affordable dessert options, and those who appreciate traditional Filipino
sweets. We will also target millennials who are increasingly interested in
healthier food choices. There is a growing demand for desserts that offer
nutritional benefits without sacrificing flavor. Consumers are more inclined
towards products made from natural ingredients with lower sugar content.
E. Competition

The dessert market is competitive, with various players offering similar

products. Key competitors include:

Local Bakeries: Often provide homemade versions that appeal to traditional

tastes.

Supermarkets: Offer packaged versions of leche flan, which are convenient

for consumers.

Restaurants: Many Filipino restaurants feature leche flan on their dessert

menus, enhancing brand visibility.

To stand out, a unique selling proposition (USP) must be established, such as

emphasizing quality ingredients or innovative flavors.

F. Publics

Our public includes customers, organizations, and some companies to

enhance and to have stronger bonds with them.

|||. Macroenvironmental analysis

A. Economic

Higher Inflation rate can affect our business, also the interest rate might
affect our business through higher price of the ingredients.

B. Politico-legal

Laws about our business will affect our business though we will ensure that
we will abide this regulations.

C. Sociocultural

Beliefs such as having dessert after eating will be in our advantage.

D. Demographic

The age 10-40 years old is connected to our target market, also the bakers
will be one of our target market.

E. Technological

Online buying will be one of our marketing strategy, using technological

nowadays is popular, that will help our business to grow.
F. Natural

Our business will help environmental society, mostly the egg farmers.

IV. Opportunities and threats

Opportunities:

•online buying nowadays is popular so that would be one of our

opportunities

• we are new entry so we will be somewhat more popular and trendy

Threats:

•More competition when it comes to leche plan product.

• bogus or scam customers when it comes to online buying.

V. Microenvironment analysis

A. The company

Our company name JADET’S leche plan has enough resources and
ingredients from suppliers.

B. Suppliers

We will have connections with egg farmers for our supply

C. Marketing intermediaries

Our product will be distributed through egg farms to our factory and then to
our customers

D. Customers

Customers will enjoy a delicious sweet leche plan and our packaging will be
eco-friendly

E. Competition

We have unique leche plan ingredients in order to defeat competitors

F. Publics

We will communicate with our local community to introduce our product

VI. Strength and weaknesses

A. Strength

•eco-friendly packaging will help our environment

•fast delivery

B. Weaknesses
•one egg yolk destroyed will affect the whole product

•need a long process to createthe product

VII. The market

A. Market size

The leche plan product will have a market valued at PHP 30 million per
annually

B. Market needs

Affordable price for our leche plan, safety delivery, and eco-friendly
packaging

C. Market trends

Strategy Tactic Timetable

Online selling collaboration December 2023

with other sellers

VII. Marketing objectives

1. Achieve 80% popularity in online selling industry

2. Secure 20% share within the online selling industry

3. Generate PHP 5 million within a year

VIII. Market strategy

A. PRODUCT/SERVICE STRATEGY

1. TARGET MARKET

Primary: Filipino families, millennials, and middle-income groups.

Secondary: Event planners, businesses needing catering, and foodies who

enjoy trying new desserts.

2. BRAND POSITIONING

Position the leche flan as a premium, authentic Filipino dessert, ideal for
celebrations and gifting.

Focus on its rich, smooth texture and high-quality ingredients.

B. PRICING STRATEGY

Competitive pricing that balances affordability with premium quality.

Offer tiered pricing: small, medium, and family-sized portions.

C. DISTRIBUTION STRATEGY

Expand into more local grocery stores, cafes, and restaurants.

Focus on online sales, using food delivery services like GrabFood, or direct-
to-consumer orders via website.

D. ADVERTISING AND PROMOTIONS STRATEGY

Social media marketing targeting Filipino consumers.

Use seasonal promotions and discounts during key Filipino holidays (e.g.,
Christmas, Easter).

Partner with food bloggers or influencers to promote the product.

X. TACTICAL IMPLEMENTATION

Launch a campaign to introduce new flavors or packaging.

Collaborate with local stores for in-store promotions.

Schedule regular social media posts and influencer partnerships.

IX. TACTICAL IMPLEMENTATION

Launch a campaign to introduce new flavors or packaging.

Collaborate with local stores for in-store promotions.

Schedule regular social media posts and influencer partnerships.

XI. MARKETING BUDGET

Allocate budget across key marketing areas: advertising (30%), product

distribution (25%), promotional events (20%), digital marketing (15%), and
contingency (10%).

XII. FEEDBACK AND CONTROL

Set up a system for tracking sales and customer feedback through surveys
and reviews.

Monitor social media engagement and website traffic to assess the

effectiveness of digital campaigns.

Regularly evaluate competitor activity to adjust strategy if necessary.

XIII. FINANCIAL PROJECTIONS

Sales forecast for the next 12 months, broken down by product type and
distribution channel.

Profit margins and expected growth based on market expansion.

Projected costs for marketing, production, and distribution.