Swot Analysis Of Dipcuits

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CHAPTER 7
Marketing Plan: Product and Service Offering
Marketing Mix Objectives
The objective of the marketing mix is to promote and create brand awareness of dipcuits, which is a homemade biscuits. Indulgence wants a return of the investments in advertising the product. Also, one of the objectives is to recall the dipcuits and create a customer loyalty.
Key Results Area and Performance Indicator
Key Results Area Performance Indicators 2016 2017 2018
a. Increase brand awareness of dipcuits 2% increase in brand awareness 4% increase in brand awareness 6% increase in brand awareness
b. Increase the return of investments 2% increase in return of investments 5% increase in return of investments 7% increase in return of investments
c. Increase …show more content…

An increase of 2% is expected in the year 2016, 4% in the next year and 6% in year 2018. Through the marketing mix, Indulgence also aims to increase the return of investment by 2%, followed by 5% and 7%. Along with the increased awareness, it also aims to increase product recall. An increase in product recall will show 1% increase in recall by year 2016, 3% by year 2017 and 5% by year 2018. Lastly, the overall objective of the business is to attract more loyal customers. This would be indicated by a 2% increase in customer loyalty in the first year, 3% increase in the second year and 4% increase in the year 2018. This means that for every 10 customers, 2 of them should repeat purchase in year 2016, 3 out of 10 in year 2017 and 4 out of 10 in year …show more content…

Market Share in Units of Indulgence in Ten Barangay:
YEAR Population PTM USERS TRIERS FREQUENCY PENETRATION RATE MS Units
2016 11,110 0.21 1 0.95 56.96 0.0833333 10,421
2017 11,253 0.21 1 0.95 56.96 0.0833333 10,555
2018 11,397 0.21 1 0.95 56.96 0.0833333 10,690
2019 11,540 0.21 1 0.95 56.96 0.0833333 10,824
2020 11,683 0.21 1 0.95 56.96 0.0833333 10,959

Table 3. Market Share in Price of Indulgence in Ten Barangay
YEAR Population PTM USERS TRIERS FREQUENCY PENETRATION RATE Price MS Price
2016 11,110 0.21 1 0.95 56.96 0.0833333 30 312,625.41
2017 11,253 0.21 1 0.95 56.96 0.0833333 30 316,658.68
2018 11,397 0.21 1 0.95 56.96 0.0833333 30 320,691.95
2019 11,540 0.21 1 0.95 56.96 0.0833333 30 324,725.23
2020 11,683 0.21 1 0.95 56.96 0.0833333 30 328,758.50

The tables above show the Market Demand for Biscuits. Table 2 shows the market demand in terms of units while the table 3 shows the demand in price. We applied the same method used in the previous table but we added information for us to get the amounts. The data shown are from both research and survey conducted by the Indulgence. Triers are the number of people who are willing to try our products, while penetration rate is from the formula, 1/(Nos. of

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