Republic of the Philippines

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

QUEZON CITY BRANCH

Everyday Sweetness for Your

Heart

SALES PROMOTION PLAN

SUBMITTED BY: GROUP 2

Andrino, Roel N.
Arante, Raymund Fiel C.
Barra, Anjenette C.
Esperanza, Peter Francis
Guting, Jeralyn S.
Kintanar, Benjamin Leoric E.
Mesias, Kate Ann C.
Navarro, Mariane Nicole R.
Sierra, Jilzander John B.
Valenzona, Angeli T.
COURSE & SECTION:
BSBA MM 2-1
SUBMITTED TO:
SIR ERWIN VICMAN LARA
DATE:
MARCH 05, 2016

About the Company:

Sweetcore Co. is a manufacturing company of confection snack, especially dark chocolate
products. Aiming to provide Filipino consumers of a quality and healthy snack given its natural
contents and health benefits at affordable price.
Sweetcore Product Offerings
DESCRIPTION
Sweetcore Dark Chocolate Bar
Mini Sweetcore
Almond Dark Chocolate Bar
Dark Choco-covered Wafer
Sweetcore Chocolate Drages

NET WT.
40g
10g
40g
20g
12g

SRP
P 25.00
6.00
29.75
8.00
5.00

I. Environmental Analysis
DSTEP Analysis
Demographics:
Filipino consumers are looking for fresh snacks which offer health and nutrition benefits. Also,
research findings of Nielsen Company shows that chocolate is secondly preferred snack of
Filipino.
Social:
The chocolate industry, specifically dark chocolates, is viewed as healthy source and replace
for snacks with high-sugar content. People who are into the alternative lifestyle, health
conscious, who seeks a good low-in-calorie snacks and the chocolate lovers are the target
social group of the company.
Technology:
Due to the existing competitors, the creation of innovative products concerning to the health
sweet sensation of the Filipinos are made affordable. Making the confectionary brand more
exciting in terms of taste and packaging.

Economic:
Nielsen Global Survey 2014 reported that the chocolate has the most
percentage of consumers favorite snack in Asia. But Filipinos still
generally regard chocolate as a treat reserved for special occasions.
However, Sweetcore sees this as opportunity to offer= an affordable
chocolate that consumers may enjoy every day.

Political:
Cocoa as a key raw material, remains lacking in terms of quantity and quality. In this regard,
the government provides support in terms of improving the production of high quality cacao
beans.
II. Internal Analysis

III.

STRENGTH
Quality product mix
Health benefits:
Decreased insulin resistance
Lower blood pressure
Chocolate help stabilize blood sugar
Price according to Philippine market
OPPORTUNITY
Increasing demand for healthier variants
of chocolates
Special occasion in Philippines
e.g. Valentines Day, Christmas Day

WEAKNESS
Dental problems due to sweet
consumption
Eating too much will lead to
weight gain

THREATS
Competition
Preference and availability of
other substitutes (sweets and
desserts)

Marketing Strategy

We will start in entering our products in the colleges and universities cafeterias as a
market tester that could become a popular confectionary brand in the future.
Concentration will be on maintaining quality of products at its affordable price and
establishing a strong identity of healthy sweet sensation of products. Sweetcore will be
known for looking out for the health of consumers. We will make the confectionary
brand more exciting in terms of packaging with the slogan Everyday Sweetness for
Your Heart, to spread the health benefits of dark chocolate.
Following a combination of broadcast media and retailer store marketing program will
be developed. Supporting retailers by providing print advertisements. As soon as a
concentration of products are established in the universities, then broader media will be
explored.

IV.

Primary Target Market

The college students, both male and female belong in high to low income individuals,
currently enrolled from selected 20 colleges and universities in Quezon City.

V.

Sales Promotion Objectives

To set brand awareness to the consumer.
To inform the consumers about the quality and health benefits of the products.

To attract customers to switch in the product.

VI.

To gain retail distribution for the product.

To develop high sales and volume over the long term.

Budget

Personnel
Four Personnel
Equipment
e.g. Netbooks, High-speed
internet, camera, extension wires
Booth
Promotion Fee
Sample Promotion Cost
Packaging Cost
Prize Cost
Transportation Cost
Total Estimated Budget:

P38,480.00
70,000.00
10,000.00
50,000.00
7,500.00
5,000.00
10,000.00
10,000.00
200,980.00

Profit Calculation:

A)

P35 (300 packs)

10,500.00

B.1) P50 (200 packs)

10,000.00

B.2) P50 (200 packs)

10,000.00

C)

P70 (100 packs)

7,000.00
37,500.00

Multiply: 20 (Colleges/Universities)

Total Gross Sales

750,000.00

750,000.00

Less: Total Expenses

200,980.00
Projected Net Income:

549,020.00

VII.

Promotional Objective
KEY RESULT AREA
1. Achieving target sales

GOAL
80% Sales target

WEIGHTAGE
100%

VIII. Sales Promotion Program

Consumer Promotion:
1. Campus Sampling Free Taste:
Basis: Free trial will give the consumers a chance to try the quality of the product that
eventually will lead the consumers to purchase the product. This program aims to introduce the
Sweetcore brand to the consumers.
Pros: Most consumers want to test the product before buying it. Consumers approval of the
product will lead to purchasing.
Cons: Some customers may be only interested about the free taste and not buying the
product.
2. Combination Program: Buy Special Treat Packs with 20% Discount & Get a Chance to Win
Instant Prizes in Take A Sweet Pose - Photo Contest
Basis: Combining several items in one pack with a 20% discount would increase chances of
purchase. This promo aims to target people who wants variety in their purchased goods. With
the combination of a contest, it brings a higher chances of purchase. For the consumers will
desire to win prizes.
Pros: Bundling will induce trial of other products.
Cons: Bundled items may not be the items consumers want. Thus, choosing the right items to
bundle is the key. Prizes may not appeal to the consumers. Thus, must select an appropriate
prizes.
Trade Promotion:
3. Buying Allowance: Retailers Php100 to Php150 discount off the price list on each case
Basis: In order to stimulate volume purchasing from retailers, a Php100 to Php150 discount will
be offered so that each retailer is encouraged to purchase more.
Pros: Sales by volume will increase.
Cons: Retailer might not accept.
4. POP Display:
Basis: Providing Point-Of-Purchase (POP) display units for free to retailers will help them
promote the Sweetcore products. This will provide or remind about important information such
as the product name, appearance of the product, and sizes.
Pros: High product visibility gives a higher chances of consumers to purchase the product.
Cons: Retailers might not use a POP display. Probably the most effective way to ensure that a
reseller will use a POP display is to design it to generate sales for the retailer.
IX.
Program Mechanics
Campus Tour Programs:

1. Campus Sampling Free Taste:

The sampling will be conducted in campuses through a very appealing booth to capture the
attention of students. The booth will be designed according to the healthy and sweet brand
personality of the Sweetcore products. By the appearance of the booth, the health benefits
of the products will be identified.
Each students must register their name on provided electronic registration to avoid the
entry duplication. Then, they will log in to their Facebook account through the laptops with
internet provided by the company and Like the Sweetcore Fan Page. The first 150 students
will get a free taste of 4g Sweetcore Dark Chocolate.
2. Combination Program: Buy Special Treat Packs with 20% Discount & Get a Chance to Win
Instant Prizes in Take A Sweet Pose - Photo Contest
Bundled Pack: Buy Special Treat Packs with 20% Discount:
The consumers can select in different packs with distinctive prices and items.
Timeframe: 1 day
The items per pack will be bundled by high-priced products plus low-priced products.

Kinds of Packs:

SPECIAL TREAT PACKS

Package A: PHP 35.00
Sweetcore Dark Chocolate Bar 40g
Mini Sweetcore 10g x 2
Sweetcore Chocolate Drages 12g x 2
Package B: PHP 50.00
B.1 - Sweetcore Dark Chocolate Bar 40g
- Mini Sweetcore 10g
- Sweetcore Wafer 20g x 2
- Sweetcore Chocolate Drages 12g x 3
B.2 - Almond Dark Chocolate Bar 40g
- Mini Sweetcore 10g
- Sweetcore Wafer 20g
- Sweetcore Chocolate Drages 12g x 4
Package C: PHP 70.00
Sweetcore Dark Chocolate Bar 40g
Almond Dark Chocolate Bar 40g
Sweetcore Wafer 20g
Sweetcore Chocolate Drages 12g x 4
Contest: Take A Sweet Pose - Photo Contest:
For every single purchase of Special Treat Pack, consumer has one slot for photo contest.
Photos will be taken in the Sweetcore Photo booth with provided props and camera. The
participants will choose one picture out of three shots. It can be solo picture or a group of
two or more persons.

Five best photos will be selected to win a specially designed T-Shirts.

Winners will be announced before the end of the program.
All photos will be uploaded on Sweetcore Fan Page, where students can tag their account
name or download their photos.

3.

Buying Allowance: Retailers Php100 to Php150 discount off the price list on each case
Retailers can purchase as much as they can depending on stock availability.
Straight discount will be implemented for retailers.
Time Frame: 3 months

4. POP Display
The POP Displays will be given to the retailers upon the delivery of products.
Providing two pieces of posters each colleges/universities cafeteria.
X.
Research and Pre-testing
Research:
(Attached here some link/URL (researches) about dark chocolates health benefits)
http://authoritynutrition.com/7-health-benefits-dark-chocolate/
http://www.terraclicks.com/watch?key=e311d86e808250b92227a281e923404a
http://www.worldcocoafoundation.org/wp-content/uploads/files_mf/latif2013humannutritionreview.pdf
http://synergyprograms.com/wp-content/uploads/2012/10/Benefits-and-processing-of-chocolate.pdf
(Attached here some link/URL (researches) concerning dark chocolate campaign)
http://bis.lexisnexis.co.uk/products/smartwatch/tabs-content/additional-resources/link-3/Dark_Chocolate.pdf
https://www.umb.edu/editor_uploads/images/college_management/Infusions_Business_Plan_-_Revised_Version__February_16_2012.pdf
http://www.lindtspruengli.com/fileadmin/user_upload/corporate/user_upload/Investors/Annual_Reports/Annual_Report_13_E_11_Marc
h_2014.pdf
https://static.googleusercontent.com/media/www.google.com/en/ph/adwords/pdf/step_by_step.pdf

Potential Benefits of Dark Chocolate:

All chocolate is not created equal in terms of health benefits. When it comes to foods high in
simple sugars, less is better if you have diabetes. Dark chocolate contains more cocoa and
less sugar than milk chocolate, so you can eat a little more of it if you're controlling your
calories or sugar intake. With dark chocolate, the higher the cocoa percentage, the better it is
for you. Look for dark chocolate with at least 70 percent cocoa, registered dietitian Mitzi Dulan
recommends. White chocolate contains no cocoa and is higher in calories and saturated fat
than dark or milk chocolate.
In an Italian study published in the March 2005 issue of "The American Journal of Clinical
Nutrition," healthy subjects who consumed dark chocolate for seven days had decreased
insulin resistance as well as lower blood pressure. Insulin resistance restricts the uptake of
glucose into cells, which causes blood glucose levels to rise. People who ate white chocolate
did not experience a decrease in blood pressure or insulin resistance. In a British study
published in the November 2010 issue of "Diabetic Medicine," diabetics who consumed
chocolate high in cocoa for 16 weeks experienced a decrease in total cholesterol and an
increase in high-density lipoprotein, the so-called "good" cholesterol.
Pre-Testing:

 Participants: 8 College Students from different schools (4 males & 4 females).

Recruitment will be selected from schools student councils.
Lay-out: The seats in U-shaped arrangement
Timing: 2 hours (the time is set according to the convenient time of participants)
No. of Staff: 2 staff 1 facilitator and 1 note-taker
Recording: Video Recording, minutes, photo documentation: to record the details of the
discussion.
Incentives: Travel expenses and snacks are shouldered by the company.

Activity: Metaphor drawings - this will help respondents to talk about products and brands
by using imagery to share how they feel. To learn about how the brand makes people feel,
how they interact with the brand, and what the brand means in their lives. Participants are
asked to draw entitled, How I feel about Sweetcore. Then, participants share their
drawings with the group to fuel a discussion.

Activity: Picture interpretation - respondents are shown a pictures and asked to describe
the connections of each picture, what is happening, what dialogue might be going on
between characters, or how the scene might continue. Picture interpretation helps
participants express their true beliefs and attitudes more easily by allowing them to project
hidden feelings or associations onto a neutral scene.

XI.
Implementation
Action Plan
Activity
Campus Sampling:
Free Taste

Price Pack Deal:

Bundled pack

POP Displays

XII.

To Dos
Coordinate with the
school officials

Person
Responsible
Marketing

Action Indicator
Signed Contracts

Production of
specialized packs and
smaller amounts of
chocolates

Production and
creative

design from creative,

estimated date of
shipment, list and total
number of packs and
chocolates produced

Coordinate with promo

to Distributors

Trade Marketing

Signed agreement from

Distributors

Roll out to Retailers

Distributors

Total number of purchase

orders

Coordinate with the

store

Marketing

Signed agreements

Setting up stalls

Creative

Visible stalls with products

Briefing the sales force

Step One: Schedule at least a one-hour meeting

Step Two: Set the expectations and objectives of your meeting

Step Three: Discuss the goals that have been set
Step Four: Uncover how they want to be managed and held accountable
Step Five: Debrief/Synthesis
Step Six: Motivating the Team
XIII. Delivery of items
The products will be delivered to the consumer either Direct or Indirect (Indirect: Retailer to
Consumer) or (Direct: Manufacturer to consumer)
XIV.

Fulfillment

Consumer Case: Consumers can choose from the Special Treat Packs offered in the
booth in exchange with monetary value. And will be given a chance to join the Photo
Contest. The consumers picture can claim to the Sweetcore Fan Page.

Trade Case: Retailers will get a discount per case if the target volume will meet. The
retailers will have a marketing support from the company by providing them a promotion
displays.

XV.

Contingency plan

Scenario: Lack of Participants

Response Strategy: Encourage customers to join
Implementation: Personnel will give flyers to invite and inform the customers about the
campus tour.

Scenario: Unexpected Bad Weather

Response Strategy: Placing a large size of pole tent in the open area or placing the
booth in the covered court.
Implementation: Arranging the pole tent along preparation of booth

XVI.

Evaluation and Feedback