Marketing Plan - Part 5
EXECUTIVE SUMMARY Gjof Pearl Shake is a growing pearl shake business based in the Quezon Province - Marketing Plan introduction. We maintain this image by providing our customers quality products and services. Taste and quality are two essential components keeping customers loyal and coming back for more. After some research that we held, pearl shake product is not just a product for occasional or seasonal, because even in rainy or winter season our weather was still hot just like summer when there’s no rain and consumer always prefer this kind of drink for refreshing.
Gjof Pearl Shake is a cool flavored drink mix with dark, spherical, chewy balls made from yam and tapioca called Pearls. We are currently offering 20 different flavors to suit the unique taste preference of the local consumers. After 3 years of operating the business of giving a high quality product of pearl shake to the customer we found out that more often the customer are ordering our product before and after they order for their meals like merienda’s or lunch.
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So that in that case, we encourage our business to become a mini restaurant where in we offer pearl shake at the same time offer them their affordable meal. This year 2013 is our plan to change our pearl shake both to become Gjof’s Shake in Luncheonette. Luncheonette is a small restaurant that serves simple and easily prepared meals. This marketing plan will focus to the needs of the customer to make them easier to have their meal. It is less of time and effort to go to another restaurant to order their meal with the same price but a quality meal. * Vision
Our Company bears the vision of providing fun, deliciously appetizing, uniquely enchanting food and beverage products while maintaining our commitment to uncompromised quality at economical rates with the heartening purpose to cater to society’s needs, tastes and preferences rather than simply convincing our customers to try and like whatever products we develop. * Mission To provide the best quality, most innovative and reasonably priced products in the beverage industry. To continuously generate awareness, interest and desire for our products resulting in frequent / repeat purchases.
To become the leading Pearl Shake store in every part of Quezon Province going to every part of the Philippines. * Company objectives To promote, protect and maintain Gjof’s image at all times. To make sure that each staff will provides quality products and offer excellent service to all customers. To have one outlet every year with a proper lay-out and profit. * Target market The target market of the Gjof’s Shake in Luncheonette are the student because they are the one who always like these kind of foods, and also workers, those who don’t have time to go home to take their lunch and merienda.
And also all types of people. * Quality Gjof Pearl Shake follows all the phases of the development and production of the products to be sold. We ensure the quality and the freshness of the raw material to the finished products. Gjof Pearl Shake’s believe that the quality is one of the assets in business. * Service Because Gjof is also a customer, we understand the satisfaction needed by the customer, so our professional management team and dedicated staff is committed to putting the customer first and achieving excellence in everything we do. * Careers Office personnel:
Graduate of any business related/computer course. With excellent written & oral communication skills, Computer proficient Service crew: 18-25 years old, preferably college level (food related course is an advantage), Willing to undergo extensive training Can communicate in both Tagalog and English. With experienced in fast food and restaurant is preferred. Cashier: 18-25 years old, preferably college level Willing to undergo extensive training Can communicate in both Tagalog and English. Cook: 20-40 years old, preferable college level (food related course is an advantage), Willing to undergo extensive training
Can communicate in both Tagalog and English. With experienced in fast food and restaurant is preferred. BUSINESS REVIEW * Historical background Gjof Pearl Shake was founded by a group of young entrepreneurs in Quezon Province. It took several months of experimentation, product sampling and planning before the first Gjof Pearl Shake store was launched in March 2009. The name Gjof was came from Icelandic word “gift”, in which they decided to put this name as their gift for themselves and chooses the Gjof from Icelandic because their product is shake more with ice.
To this date, Gjof Pearl Shake has blended more different pearl shakes, a good for something that was widely predicted as a passing fad. Now, Gjof has already opened over 6 branches in Quezon Province and 10 branches in major shopping malls in and around Laguna and Metro Manila. Gjof Pearl Shake is an entrepreneurial project of Filipinos which matches the best of Eastern and Western management culture with a delectably innovative quality product to perfectly suit the standard and taste of the local market.
The “Pearl Shake” is a delectable innovation from Vancouver, Canada, where its popularity has grown immensely and is currently a sweeping success across Asia. From its humble beginnings to its continuous success, Gjof has proven that it is not a passing fad, 80% of our current stores have been occupying the same leased space for the past three years. Gjof Pearl Shake can be found in malls, supermarkets, and roadside locations. The company’s research and development team has devoted their time for the continuous improvement and quality control of existing flavors.
We will not be limiting our products to just drinks. We will also be introducing new products that will complement GJOF. * Product line Chocolate Pearl Shake Flavors: chocolate, cookies and cream, Choco crumble Coffee and tea Pearl Shake Flavors: cafe latte, hazelnut cappuccino, mocha, pearl milk tea Natural Pearl Shake Flavors: buko, mango, four seasons Fruit Pearl Shake Flavors: melon, strawberry, watermelon Desert Pearl Shake Flavors: black forest, buko pandan, creme brulee, ube Indulgence Pearl Shake Flavors: Choco caramel, halo halo, double espresso
Best seller – buko pandan, hazelnut cappuccino, ube add ons: Pearls, crystals, choco bits, rice crispies, corn kernel, red mongo beans, ice cream and letche plan. Now that we offer a meal for our customer, here’s the list of our menu: Salads: Chicken salad, Tropical Pasta Salad, Potato Salad, Buko Salad and Fruit Salad Snacks: Hamburger, cheese burger, tuna sandwhich, chicken sandwich, hot dog sandwich and egg sandwich Pastas and Noodles: Spaghetti, Carbonara, Lasagna, Miki, Bihon, Cantoon, Miki Bihon, Tamis Anghang Main curse:
Beef adobo, beef caldereta, grilled chicken, fried chicken, chicken adobo, sissling chicken, pork sweet and sour, pork steak, fried pork, pork barbeque, pork adobo, sissling pork, sissling beef Extras: Plain rice, fried rice, garlic rice, French fries, mashed potato Price must depend on their order meal, all meal offer starts at 100pesos. In every meal purchase there’s automatically combined with a regular shake, it depends to the customer what flavor they want. If there’s a group purchase, like 3meal and above per order there must be a 50pesos discount. ENVIRONMENTAL ANALYSIS * Situational analysis
Gjof’s is now entering its third year of operation in whole Quezon province and some part of Laguna and Manila, now it’s time for the company to grow more and to serve more products to the customer that will give them the satisfaction that they want for us. Gjof is hoping that the luncheonette will open before the end of this year. Our luncheonette offers a lot of meal that fits to the needs of our customer that they can combined to our shake. The basic market need is to offer individuals, student, workers, families, and take out customer’s fresh, creative, attractive, pasta dishes, salads and other meal.
* Market segmentation Gjof’s took some survey to gathered information about the market and knows a great deal about the common attributes of our most loyal customers. Gjof will leverage this information to better understand who to served, their specific needs, and how Gjof’s can better communicate with them. In this chart, it says that take out customer are those who are frequently buyers, next is the workers, follow by the individuals then families and lastly are the students. * Market Demographics
The profile for Gjof Shake in Luncheonette’s customer consists of the following geographic, demographic, and behavior factors: Geographic Our immediate geographic target is the province of Laguna with a population of 2,669,847 as of 2010 not included all those who work there that is not counted to their census. A 40 square meter geographic area is in need of our services. The total targeted population is estimated at 2,000,000. Demographics Male and female ages 13-40. A simple resident who reside at Laguna and Professionals and non-professionals who work close to the location.
And students and not student. Eat out several times a week. Behavior Factors Enjoy a high quality meal without the mess of making it themselves. There is value attributed to the appearance or presentation of food. * Key factor for success The location, the marketing strategy, and the customers. The target location for the Gjof Shake in Luncheonette is the good location for our business because in Laguna Province there are a lot of workers who don’t have time to cook for their lunch and dinner; also they are the one who are willing to buy foods rather than too cooked at any amount.
And customer is one of the key factor for success because they are the one who buy/purchase the product so that the investment will gain. The marketing strategy of Gjof’s are also attracted to the customer, because people always look for something that is cheaper but with a quality and quantity product. * SWOT Analysis Strength * Strong relationships with vendors that offer high-quality ingredients and fast/frequent delivery schedules. * A clean and refreshing ambiance of the restaurant. * A quality taste of food from a good sanitized ingredient with a good presentation and affordable price.
Weaknesses * A limited marketing budget to develop brand awareness to the market. * The availability of other ingredients for the menu offer. * The high cost of advertising. Opportunities * Increasing sales opportunities in take out business. * Industrial Park and other business offices are nearby at the restaurant. * A new housing development and other housing establishment are nearby the Gjof. Threats * The competition from fast food chain. * The economic inflation that causes to unemployment of the worker who are our main customer. * The continuous increase in the price of oil and gas.