MARKETING PLAN

Do sampling events and coordinate with new sauce labels

I. Executive Summary (DIANA)

· In one page, summarize the important points of your plan.
· Imagine yourself writing a memo to the CEO who is only going to read the
executive summary.

Prepare to ignite a fiesta of flavors! Welcome to the World of Cepuros Foods International,
where we bring the perfect blend of flavor and spice to your palate. Established in 1987 by
VIvekasugha “Alif” Bin Gunnaalan, Cepuros became a well-known company specializing in
the development, branding, and marketing of cooking and table sauces.

CFI produced their sauces in collaboration with regional food dealers and producers. With over 50
workers and country offices around Southeast Asia, CFI had expanded by 2017. CFI's revenue was
primarily sourced from Indonesia, Malaysia, Vietnam, and the Philippines, with Singapore generating
48% of total sales.

Cepuros has two brands of cooking sauces within the Baik Sos line. The first, called Baik Sos Sihat, was
positioned as super-premium whereas the second brand, Baik Sos Riang, was positioned as premium.
However, Cepuros later introduced a new salsa called Baik Sos salsa in 2016. The brand was known for
its emphasis on healthiness, as it did not use monosodium glutamate, artificial coloring, or artificial
preservatives. Products were ensured to be halal-certified and made with high-quality ingredients.

Target market…

When it comes to Cepuros, there are a few key factors that set them apart from their competitors and
make them stand out in their market. Cepuros offers a range of sauces and salsas that incorporate unique
and diverse flavors inspired by different cuisines while also blending traditional Malaysian flavors with
International influences. The commitment Cepuros has made to quality and providing consumers with
fresh and authentic ingredients gives them an edge over competitors who may use lower-grade
ingredients. Furthermore, their commitment to innovation and concentrating on providing delectable and
cutting-edge products is another key factor that keeps them ahead of the curve.

When it comes to reaching its target market, Cepuros employs various marketing and sales strategies such
as targeted advertising, sampling/tastings, and online presence to help increase its brand awareness.
Cepuros creates valuable and informative content that attracts and engages potential customers while also
running ads on popular social media platforms. With the organization of sampling/tastings, Cepuros
allows people to try their delicious products and gain a taste of their immaculate palette choices.
Cepuros has exciting growth plans and expansion strategies in place. The company is open to entering
new markets and reaching a larger customer base. It is open to investing in product innovation and
development to introduce new flavors and variations to cater to different consumer preferences.
Essentially, Cepuros aims to establish itself as a leading brand and is dedicated to leading growth.

Ultimately, Cepuros is positioned to have a big influence on the market. It is a well-suited company due
to its creative strategy, devotion to expansion, and commitment to pleasure. Cepuros stands out from
competitors due to its competitive advantage and unique selling points, which ultimately allow it to have
a promising future. We are beyond excited to watch how Cepuros can cater to customer needs and change
the industry.

II. Objectives and Issues (_Erica__)

Our objective for the marketing plan is to increase 30% sales and revenues
within a year by increasing awareness of the brand. This will be made
possible through sampling events and advertisements on our salsa line. We
shall target sauce customers who have yet to be enlightened about our salsa
line. Our main aim is to grow our profits and market share from a significant
section of the members of the public by introducing ourselves to our salsa
line. One of the issues encountered was that we pointed out the production of
the salsa line. The bottle, seal, and label produced give us floor issues that
need their correction to ensure enough stock is in place to sell to the
consumers during the sampling occasions. We need to make sure that there
is enough stock in order to get that increase in demand we are expecting for
promoting our products.
The other aspect to keep in mind is the period for which the promotion will be
in existence. We need to establish how long the optimum period would be for
clients to sample our salsa lineup and make some purchases; this will ensure
a significant ROI. If we achieve the desired customer base, in turn, the foot
movement during the sample events will be easy to follow. It will also be
possible to enlighten our target audience effectively through the line
promotions of our salsa. The sales of Baik Sos will indicate to us how efficient
marketing was.

Our objectives are SMART, which is Specific, Measurable, Achievable,

Relevant, and Time-bound. We want to raise sales and consequently revenue
by 30% clearly within a year. Our objective is specific to our salsa line of
products. Our benchmark would be measuring the success of our marketing
plan in terms of sales figures and the number of customers that will avail from
 our sampling events. This objective is achievable because it is specific and
with a timeline that will help raise brand awareness and increase sales. This
objective is relevant to our business goals because it works towards the
profitability and market share of the line of salsas. Our objective is time-bound
as we aim to achieve it within a year.

III. Marketing Strategy CYNTHIA

In the next year, Cepuros will host sampling events for Baik Sos salsa, along with creating salsa
advertising labels to implement on sauce bottles at Jaya Grocer in Klang Valley

By the second week of the sampling events at Jaya Grocer, sauce bottles with salsa advertising
will be available to purchase, taking advantage of the foot traffic and brand awareness from the
sampling events.

We are targeting sauce customers, based on a survey interviewing 2,000 grocery store shoppers,
while 97% knew about our Baik Sos sauce lines, only 19% have heard about our salsa line. Out
of the 19%, 10% have purchased Baik Sos salsa in the past. Our products are ___, and shoppers
who know about salsa are inclined to purchase, therefore, we need to target sauce customers by
creating awareness for our salsa line to drive more purchases.

Product: Hosting sampling events at Jaya Grocer allows potential customers to experience the
quality and freshness of Baik Sos salsa firsthand, accompanied by visually appealing advertising
labels on sauce bottles showcasing halal certification and quality
Price: The pricing for Baik Sos salsa communicates the quality and value of the product,
highlighting its premium category.
Place: Jaya Grocer in Klang Valley optimizes awareness for upper-middle-class families and
draws attention to Baik Sos salsa, especially since Baik Sos sauce lines are the top selections for
premium sauce products at that location
Promotion: execute sampling events to engage with customers, creating a personal, hands-on
experience, while utilizing visuals and informative advertising to convey the quality and
freshness of Baik Sos salsa.
Our marketing plan emphasizes on pull marketing tactics, drawing consumers to the products

A. Product strategy (Erica)

Guided by one of the strategies for increasing our revenue and profitability, we
shall be putting forward a marketing plan that can increase sales and revenue by
30% within one year. We are also targeting an increase in brand awareness of
about 50% within the said period. We plan to target sauce consumers through
sampling activities and promotion coupons apart from advertising the brand. Our
 action plan is to carry out sampling activities for Baik Sos salsa at Jaya Grocer
around the Klang Valley area. These activities will be done during rush hours so
as to pull customers and create more brand visibility. Instore demos with salsa
products will boost our sales and build on the line. Last week the store had in-
store sauce bottles labeled salsa for sale. We reached sauce customers in order to
have access to the right audience. A survey of 2,000 grocery shoppers found that
97% had heard of our brand of Baik Sos sauce, 19% were aware of our line of
salsa, and 10% had bought it. Our products are quality and sellable; thus, we
propose targeting sauce customers with the model of brand advertising to
promote our salsa range. Our approach calls for delicate coordination for
promotion creation logistics, as it must be scheduled. Therefore, presently, we
will need the manufacture and supply of the sauce bottle, seal, and packaging
label to proceed with our activities. The US marketing mix plan should now start
and last more than a month, while Malaysia's should be sustained for six months.
From this campaign, we estimate sales and revenue will increase at least 30%,
with an increase in approximate brand awareness amounting to 50% within a
fixed twelve months. To capture the biggest portion of customers for our sauce,
we recommend events where sample items are issued, as well as brand
advertising.

B. Pricing Strategy (KIM)

Following the introduction of Baik Sos Salsa to its product line, Cepuro will
incorporate the High-Low pricing strategy as the firm will be highly reliant on sales
promotion to encourage its consumers to purchase the sauce. In this strategy the firm
will charge a high price for the product and then subsequently decrease the price
through promotions and markdowns. In the strategy the product’s price will alternate
between “high” and “low” over time. Given the strategy employed and the premium
nature of the product, the brand will be initiating the price changes through the
combination of price skimming and loss leader pricing. The two systems involve the
changing of the sauce’s prices through its sales promotions and re-increasing them
after the promotion. The promotional sales will be also act as an important aspect in
its marketing strategy as it will create a sense of urgency such as “get it while it is a
bargain!” The pricing strategy is well in line with Cepuro’s pricing position as it will
allow the company set up a reference price which will be determined by the firm. It is
through this price that the product aligns itself with the premium nature of its product
line. Furthermore, the strategy will help with the products positioning as it will be
useful in revenue generation as it will help the company recoup its initial investment
while helping in the increment of the product’s perceived value. The pricing strategy
is consistent with the product’s positioning as it will give it a leeway to set up its
prices to fit the consumers while maintaining its premium brand nature. The strategy
 also aligns with the brand values and will be useful in the enhancement of the brand
image while creating the much needed high quality and value among the consumers.
This will be effective in the reduction of customers’ price sensitivity and an improved
consumer retention. Similarly, the strategy ensures that the company remains a price
leader rather than a taker as it remains dependent from competitor’s prices.

C. Place Strategy (KIM)

Based on Baik sos Salsa’s premium nature, the product will be highly sold and
stocked in Jaya Grocer which is one of the leading supermarket chains. Jaya grocer
mainly focuses on high end premium products that have better quality which gain the
confidence level of consumers something that will highly benefit the sauce as the
consumers seek to attain a healthy lifestyle. At the beginning, the company will
employ an exclusive distribution strategy as it will only sell its products through its
website and through Jaya grocer’s physical storefront. This strategy will be effective
as it through the chain store the company will manage to penetrate the market while
enhancing its product value and improving its brand loyalty. However, this strategy is
meant to change to a selective distribution where the company will distribute its
product to more than one retailer but being selective on who it will distribute to. In
this strategy, the company will distribute to companies that deal with premium
products to ensure that it brand positioning remains contact. Through these strategies
the company will ensure that the customers remain loyal and are not price sensitive as
they think that product is exclusive and more valuable. Through the right authorized
dealers, Baik sos Salsa’s and Cepuro’s brand’s status remains intact as the company’s
luxurious status is reinforced. The company will improve the odds of good quality
products by the selection of the retailers that have their own reputation to maintain.
The strategy is also important in the maintenance of strong partnerships with the
retailers which will help in the creation of joint marketing strategies. The distribution
strategies employed help in the maintaining of the brand’s position as a price
controller as the selected retailers do not need to compete with others over the prices
of the products. The strategy is effective in the reduction of price wars helping in the
improvement of cost consistency allowing the consumers to know that the product is
always priced the same wherever they see it.

D. Integrated Marketing Communications Strategy KAILA

● Cepuros determines its IMC budget by the percentage of sales method and sets their
promotion budget at a certain percentage based on current or forecasted sales. The
message and media used in communicating with consumers is to focus on quality,
freshness and purity with a brand-focused approach. It also encourages trial among new
and existing customers with brand preferences.
● Our brand favors a great emphasis on sales promotion and advertising to improve its
brand equity. Cepuros is currently utilizing direct marketing, advertising, sales
promotion, and public relations and will continue utilizing these IMC tools in the future,
as well as improving them. One improvement we plan for our brand is to branch out and
increase its awareness to new and existing customers by implementing an in-store demo
with samples, where we will be handing out flyers and advertising our sauce on Youtube
along with incorporating advertisements on our sauce bottle in order to obtain our
objectives.

IV. Action Plans CYNTHIA

● Hosting sampling events at Jaya Grocer in Klang Valley, an up-scale, middle to upper-
class family grocer where consumers are more likely to purchase and try new products
will raise our revenue. The events will begin in June, and grocery stores have the most
traffic in the summertime, when families go shopping together or most households need
more groceries will bring many consumers to try and purchase our products. The events
will happen on 4 consecutive weekends, Saturday from 10 AM to 2 PM, and Sunday
from 9 AM to 3 PM.
● Putting salsa advertisements on sauce bottles will give Baik Sos salsa exposure to our
target segment. We will create 500 eye-catching, informative labels for Baik Sos salsa,
highlighting the freshness of the products and its halal certification, implementing those
labels on both Baik Sos lines and flavors to showcase our salsa products, bringing
awareness to our products. These bottles will be available at Jaya Grocer in Klang Valley,
where Baik Sos sauces are the top selection for premium sauce products. The new bottles
will be ready to purchase by the second week of our sampling event

1. Our first step will include designing layouts for sauce labels, which takes 2 weeks to
finish, and then we will submit the design for regulatory approvals.
2. During the same period, we will reach out to a demonstration marketing company to
coordinate a plan and vision for our sampling events, this includes ___ how many salsa
bottles, sampling equipment, and utensils needed, along with layouts for the sampling
station, educating staff hired by the marketing companies about the products, and
coordinating venues with Jaya Grocer.
3. While we began mass printing production for the sauce labels, which took approximately
one month,
4. Setting up our sampling stations which will be ready in 2 weeks.
5. While the sampling events are in progress, we will focus on quality control and
distribution for our sauce labels to Jaya Grocer, which takes ___ weeks.
6. By the second week of the sampling events, new sauce bottles with salsa advertising
labels are ready to purchase.

V. Budgets KAILA
● We proposed an increase in selling expenses by 15%, which includes the G&A expenses
in 2018, we will have $1,039,855. With a budget of $8,197 USD, which conversion to
Malaysian Ringgit would be $38,676.43, we will be running sampling events with the
sauce label . In our store demo, we will be using $5,785USD, where $2,800 will be
towards hiring the marketing company, $90 for 60 salsa jars for product samples, $2,400
for renting demonstration booths, $130 for equipment (naptins, utensils, disposable small
cups and spoons), $350 for advertising and $15 for printing the advertisements. After
conversion to Malaysian Ringgit, we will be using $27,453.88MYR.

In-Store Demo
Marketing company $2,800 for 8 events

Product samples $90 for 60 salsa jars

Rental $2,400 ($300/event)

Equipment $130

Advertising $350

Ad Printing $15

● When creating sauce labels, we will be using a total of $2,412USD. The funds will go
toward design, which will be at a cost of $832 for 13 hours. Since we are operating in
Malaysia, the labor is much lower; with an average of 60 hours to finish a design. In
addition, the funds will go towards material at $210 for sheets and ink, printing at $250
for 500 labels, packaging at $900 for 42 boxes and bubble wraps, and shipping at $220
for 160 pounds. After conversion, this would cost $11,222.55 MYR.

Sauce Labels

Design $832 for 13 hours

Material $210 for sheets and

ink

Printing $250 for 500 labels

Packaging $900 for 42 boxes

and bubble wraps

Shipping $220 for 160lbs

NOTES:
- Running sampling events with sauce label advertising
- SAUCE PRODUCTS WITH NEW LABELS WILL BE AVAILABLE SECOND
WEEK OF SAMPLING EVENTS