PMKTG-03

LEADER :
Alcantara, Glen Dale
MEMBERS :
Alcantara, Alexander
Agustin, Lichelle
Eresmas, Jennifer
Villosan, Melissa
Dayao, Kathleen

Marketing Plan of
Coconut Shell Cup
Sir. Sacdalan

1.0

Executive Summary

Coconut Shell Cup is an organic material. Among the

natural creations, coconut shell is the best material
suited for holding food stuffs. Perhaps it was very
popular the time when ceramic, plastic and metal
cups were not yet invented. Coconut shell that will
make a coconut shell cup will work it by a new ideas
and new creations about in this.

Tourists
Schools
Furniture
2.1.1 Market Demographics
Geographics
- Coconut shell cup is set on target area where
usually it will buy on.
Demographics
- There is an almost male and female users are

Coconut shell cup is the first project that we will make.

want a organic materials like coconut shell.

Behavior Factors
- Users may take advantage on the coconut

So it take a lot of time to make the perfect coconut

shell because it consist a healthy organic

shell cup. In our country most coconut is popular and I

material.

2.0

Situation Analysis

know coconut shell cup will attract to the buyers.

2.1.2 Market Needs
2.1 Market Summary

Coconut shell cup is providing a good image on people

Coconut shell cup is a material that we usually used in

and it will attract to others. Our company seeks to

needed. About the market and knows a great deal

fulfil the benefits of our product to catch the customer

about the common contribution on this will make a

satisfaction.

small time if we have a cooperation in our group work.

Quality craftsmanship. Taking our product

has a high quality to provide a good quantity.

Target Markets

Well-thought-out

designs.

Making

our

product image is to be attraction to the

-

customer.
Customer service. We are required to build
a goodwill and having a loyal customer base.

describes

the

opportunities

and

threats

facing

Coconut shell cup.

2.2.1 Strengths
-

Creative, yet practical product designers

The use of a highly efficient, flexible business

2.1.3 Market Trends

model utilizing direct customer sales and

Coconut shell cup will make the market growth up.

distribution.

This product make a good attractions to other people,

this may have a natural base. Product is not usually
popular to other but we make sure that our product
will hit the target sale.

2.2.2 Weaknesses
-

Generate brand and product awareness.

Developing a new product awareness as a
start-up company.

2.1.4 Market Growth

First time will take the product of coconut shell cup
will take to sell. Selling the product is a good strategy
to us. So this we will see if the market growth is

2.2.3 Opportunities
-

Participation within a growing industry

Ability to hit the target sales in our product
Make it useful.

increasing or decreasing.
2.2.4 Threats
2.2 SWOT Analysis
The

following

SWOT

analysis

captures

the

key

strengths and weaknesses within the company and

Study a new product to prevent a sale.

Take advantage with our product.

Potential

competition

from

an

already

established market participant.

Coconut

shell

cup

must

ensure

total

customer

satisfaction. If these keys to success are achieved, it

will become a profitable, sustainable company.

2.3 Competition
Coconut shell cup is forming its own market. Although

2.6 Critical Issues

there are few companies that do make a new product

As a start-up business, Coconut shell cup does not

and adjusting. There are different indirect competitors

have a critical issue by now because we are usually

who are manufacturers of the actual coconut shell

starting up a business plan by now.

cup.
3.0 Marketing Strategy
2.4 Product Offering

The key to the marketing strategy is focusing on the

Coconut shell cup offers several products:

attraction of a product. Coconut shell cup is not a

The first product is shell cup that has been

popular but if we have a creation of ideas we can

developed is natural and organic materials.

The second product is design cup that consist

make it popular.

an attraction to a customers.
The third is stable cup that is usually useful
to us.

3.1 Mission
Coconut shell cup is to create a value and make a
difference. Invent the next industrial era, to build,

2.5 Keys to Success

move, power and cure the world.

The keys to success are designing and producing

products that meet market demand. In addition,

3.2 Marketing Objectives

Achieve

steady

increase

in

market

penetration.
Control and design to make a strong growth.

market dependency, the Indian Coconut Industry has

to go a long way to exploit its full potential. In the field
of by product utilization, only the coir industries have
made significant stride in the economy. The value

3.3 Financial Objectives

-

Maintain

additions in coconut shell have salubrious effect in

significant

research

and

development budget (as percentage relative

to
-

sales)

to

spur

future

product

developments.
Achieve the high growth rate.

increasing farm level income which is a prerequisite

for making the coconut industry globally competitive.
3.5 Positioning
Coconut shell cup is scattered by positioning our
company that considered as a good higher quality of a
product. Taking company to exist the good positioned

3.4 Target Markets

Product diversification and by product utilization of

of the product that were promoting.

coconut for food products have attained remarkable

achievements and its promotion have significantly
attributed to the present level of price stability in
coconut. It is for the first time in the history of coconut
development, no market intervention program (MIP)
had been operated for the past three years. Coconut
Development Board has played a salubrious role in
this

transition.

Even

though

considerable

breakthrough is attained in removing the coconut oil

3.6 Strategies
Achieving the company goals of our product that we
promote as well as by taking the highest standard of
coconut shell cup. Product maybe relay on the good
image in a customer to satisfy their needs. Apparently
providing cleanliness and secured product of coconut
shell cup.

3.7Marketing Program
Coconut shell cup is comprised of the following
approaches to pricing, distribution and promotion, and
customer service.

Pricing. This will be based on a per-product

retail price.
Distribution. Initially, Coconut shell cup will

Assumptions
Average Per-Unit
Revenue
Average Per-Unit
Variable Cost
Estimated Monthly
Fixed Cost
4.2 Sales Forecast

use a direct-to-customer distribution model.

SALES
Recreationa

Over time, it will use retailers as well.

Advertising and promotion. Served different

methods will be used for the advertising effort.

Customer service. Coconut shell cup will strive

l
Competitive
DIRECT

to achieve the target sales and customer

COST OF

satisfaction.

SALES
Recreationa

4.1 Break-Even Analysis

The break-even analysis indicates that Php600,000
will be required in monthly sales revenue to reach
the break-even-point.

Cost of

Break-Even Analysis
Monthly Units BreakEven
Monthly Sales BreakEven

l
Competitive
Subtotal

85

Php95
Php600,000

SALES FORECAST
2016
2017
Php445,00
660,000
0
Php73,950 Php86,483

2018
900,000
Php90,254

2016

2017

Php73,845

Php82,000

Php15,000

Php24,000

5
Php30,000

Php106,00

Php135,86

Php88,845

Sales
4.3 Expense Forecast
Plan

Php600,000

Php112

2018
Php105,86

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0.

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ail

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Budget
Web site
Php16,000
Advertisements Php7,000
Printed
Php2,000
Material
Total Sales and

D
al
e

Ma
rk
eti

Marketing

ng

Expenses
Percent of
sales
Contribution

nn

Margin
Contribution

el
P

Margin/Sales

4.0

Php28,000
Php15,000

Php2,500

Php3,000

Php25,000

Php35,500

Php46,000

10.5%

15.5%

20.5%

Php668,00

Php750,00

80.5%

90.5%

Php800,00
0
95.5%

Controls

The purpose of Coconut shell cup is to maintain the

agricultures of Filipinos here in our country. The

5,

following

areas

will

be

monitors

performance:

0
0
4.4 MONTHLY EXPENSE BUDGET
Marketing

Php22,000
Php11,000

2016

2017

2018

Revenue: monthly and annual

Expenses: monthly and annual
Customer Satisfaction
New-product development

to

gauge

5.1 Implementation
The following milestones identify the key marketing

DIFICULTIES AND RISKS

programs. It is important to accomplish each one on

time and on budget.
5.2 Marketing Organization
Dale will be responsible for the marketing activities.
5.3 Contingency Planning

An entry into the market by an alreadyestablished market competitor.

WORST-CASE RISKS

Having to liquidate equipment or intellectual

capital to cover liabilities.