OUTLINE OF A MINI-MARKETING PLAN

PRODUCT: YEMA

I. EXECUTIVE SUMMARY

Yema is a popular Filipino dessert made from a mixture of sugar, egg yolks,
and milk. Our company aims to increase brand awareness, expand our
market share, and establish Yema as a leading dessert brand in the
Philippines. This mini-marketing plan outlines our strategies to achieve these
objectives.

II. BACKGROUND OF THE STUDY

A. BRIEF HISTORY OF THE COMPANY

Our company, Yema Delights, was established in 2010 with the goal of
providing high-quality Yema desserts to the Filipino market. We started as a
small business, selling our products in local markets and events. Over the
years, we have expanded our operations and now have a strong presence in
major cities across the Philippines.

B. MISSION AND VISION

Our mission is to provide delicious and affordable Yema desserts to the

Filipino market, while maintaining high-quality standards and excellent
customer service. Our vision is to become the leading Yema brand in the
Philippines, known for our unique flavors and exceptional customer
experience.

C. PRODUCT/SERVICE OFFERINGS

We offer a variety of Yema flavors, including classic, ube, and chocolate. Our
products are made with high-quality ingredients and are carefully crafted to
ensure consistency and taste.
III. MACRO-ENVIRONMENTAL ANALYSIS

A. ECONOMIC

The Philippine economy is growing, with a increasing demand for food and
beverage products. The middle class is expanding, and consumers are
becoming more health-conscious, seeking products that are affordable and of
high quality.

B. POLITICO-LEGAL

The Philippine government has implemented policies to support small and

medium-sized enterprises (SMEs), including tax incentives and training
programs. However, there are also regulations that affect the food industry,
such as food safety standards and labeling requirements.

C. SOCIO-CULTURAL

Filipinos have a strong affinity for desserts, and Yema is a popular treat
during special occasions and celebrations. There is a growing trend towards
healthier eating, but desserts remain a staple in Filipino cuisine.

D. DEMOGRAPHIC

Our target market is the middle class, aged 18-45, who are looking for
affordable and high-quality desserts. We also target events and celebrations,
such as weddings and birthdays.

E. TECHNOLOGICAL

The use of social media and online platforms is increasing in the Philippines,
providing opportunities for marketing and sales.

F. NATURAL
The Philippines is prone to natural disasters, such as typhoons and
earthquakes, which can affect our operations and supply chain.

IV. OPPORTUNITIES AND THREATS

Opportunities:

Growing demand for food and beverage products

Increasing use of social media and online platforms

Expanding middle class

Threats:

Competition from established brands

Regulations and standards affecting the food industry

Natural disasters affecting operations and supply chain

V. MICRO-ENVIRONMENTAL ANALYSIS

A. THE COMPANY

We have a strong brand identity and a loyal customer base. However, we

need to improve our marketing and sales strategies to expand our market
share.

B. SUPPLIERS

We have established relationships with reliable suppliers of high-quality

ingredients.

C. MARKETING INTERMEDIARIES

We use social media and online platforms to reach our target market.

D. CUSTOMERS
Our customers are loyal and provide positive feedback on our products.

E. COMPETITION

We compete with established brands and new entrants in the market.

F. PUBLICS

We engage with our customers and the community through social media and
events.

VI. STRENGTHS AND WEAKNESSES

Strengths:

Strong brand identity

Loyal customer base

High-quality products

Weaknesses:

Limited marketing and sales strategies

Dependence on suppliers

Vulnerability to natural disasters

VII. THE MARKET

A. MARKET SIZE

The Philippine dessert market is estimated to be worth PHP 10 billion, with a

growth rate of 5% per annum.

B. MARKET NEEDS
Consumers are looking for affordable and high-quality desserts that are
convenient to purchase and consume.

C. MARKET TRENDS

There is a growing trend towards healthier eating, but desserts remain a

staple in Filipino cuisine.

VIII. MARKETING OBJECTIVES

Increase brand awareness by 20% within the next 6 months

Expand market share by 15% within the next 12 months

Establish Yema as a leading dessert brand in the Philippines

IX. MARKETING STRATEGIES

A. PRODUCT/SERVICE STRATEGY

TARGET MARKET

Middle class, aged 18-45, who are looking for affordable and high-quality
desserts.

BRAND POSITIONING

Yema Delights is a 2. BRAND POSITIONING

Yema Delights is a premium dessert brand that offers high-quality, unique,

and delicious Yema flavors. We position ourselves as a brand that provides
exceptional customer experience, convenience, and affordability.

B. PRICING STRATEGY

We will adopt a competitive pricing strategy, with prices ranging from PHP 50
to PHP 200 per serving, depending on the flavor and size. We will also offer
discounts and promotions to loyal customers and during special occasions.
C. DISTRIBUTION STRATEGY

We will expand our distribution channels to include:

Online platforms, such as social media and e-commerce websites

Partnering with convenience stores and supermarkets

Establishing our own retail stores in major cities

Participating in food festivals and events

D. ADVERTISING AND PROMOTIONS STRATEGY

We will use a combination of online and offline advertising strategies,

including:

Social media advertising and influencer marketing

Print and online advertising in food and lifestyle magazines

Sponsorship of food festivals and events

Loyalty programs and rewards for repeat customers

X. TACTICAL IMPLEMENTATION

We will implement the following tactics to achieve our marketing objectives:

Launch a new website and social media campaign within the next 3 months

Introduce new flavors and products within the next 6 months

Establish partnerships with convenience stores and supermarkets within the

next 9 months

Open our own retail stores in major cities within the next 12 months

XI. MARKETING BUDGET

We will allocate a budget of PHP 500,000 for marketing and advertising

expenses, broken down into:
Online advertising and social media: PHP 150,000

Print and online advertising: PHP 100,000

Sponsorship and events: PHP 50,000

Loyalty programs and rewards: PHP 50,000

Website development and maintenance: PHP 50,000

Miscellaneous (office expenses, etc.): PHP 100,000

XII. FEEDBACK AND CONTROL

We will monitor and evaluate our marketing performance regularly, using

metrics such as website traffic, social media engagement, sales, and
customer feedback. We will adjust our marketing strategies and tactics
accordingly to ensure that we are meeting our objectives.

XIII. FINANCIAL PROJECTIONS

We project a revenue growth of 15% per annum for the next 3 years, with a
net profit margin of 20%. We expect to break even within the first 6 months
of operation and achieve a return on investment (ROI) of 30% within the first
year.