IGO

Product Concept Paper

The Filipino food industry today has 2 sides, one is the healthy but not so delicious side,

and the other is the delicious but not healthy side. So we say, is it too hard to create a

delicacy that would be both healthy and delicious? Can there be an alternative in the

market that would satisfy the meticulous taste of the selective eating public?

Introducing Crunchy Jackets! A fun-looking snack made with potatoes, cheese

and various choices of meat. It provides comfort for the discriminating taste and all the

good stuff sought by the health enthusiast.

Crunchy Jackets enters the realm of alternative snack food which we consider to

be crucial to the dynamic and fast-paced world of today. Gone are the days when

parents would prevent their kids from eating snack food. Crunchy Jackets are delicious,

appealing and most importantly, healthy! It caters to the on-the-go, young professional

market, young adults, school children and of course, the parents.

Throw your worries out the window! Crunchy Jackets will take your taste buds to

a whole new level; and keep you healthy in the process!

Advertising

ADVERTISING OPPORTUNITIES
1. Social Networking Sites
2. Roving Billboards
3. Lamppost Bannering

STRATEGIES
With the pilot kiosk to be situated in Festival Mall, Crunchy Jackets would be able
to cater to a vast segment of society. Targeted market is captured by virtue of the
constant presence of students, young professionals and families spending time inside
the shopping mall.

Social Networking Sites have a vast number of users which we can immediately
tap in to. The awareness that it will create, multiplies exponentially. By virtue of the huge
number of users, we are assured of successfully reaching a large number of potential
customers.

The Roving Billboard compliments all these by bringing the promotional campaign
closer to the intended target market. This medium is very flexible because it gives us
the freedom to dictate the actual route that the truck will ply, specifically targeting areas
like schools, offices and perhaps residential areas.

Lamppost bannering is an effective medium to create awareness in specified locations.

In this scenario, we would be placing lamppost banners in the areas of Shaw Boulevard
(Pasig side), Ortigas Avenue, and inside the Ortigas Business District. This approach
enables us to promote our product to intended buyers in the vicinity.
Jo

Strengths

1.) Low Price Compared to Competitors

- Since our main targets are the students we set the price in a much affordable

rate.

2.) More Variants

- Unlike Yellow Cab and Wendys have only one flavor we are more competitive

in a way with more variants to sell.

3.) Healthy Snack

- Since potatoes are rich in carbohydrates we would like the customers to enjoy

it with less worry. It is baked rather than deep fried which makes you even

fatter.

Financials

Financial Forecast for 1 year

Flavor Sales per day Sales per month Sales per year

Bacon and Onion 10 pcs/day Php 450 Php 13,500 /

month
X 45 pesos X 30 days X 12 months
Php 450 / day Php 13,500 / month Php 63,000 / year
Ham and Cheese 5 pcs/day Php 200 Php 6,000 /
month
X 40 pesos X 30 days X 12 months
Php 200 / day Php 6,000 / month Php 72,000 / year

Tuna and Corn 5 pcs/day Php 175 Php 5250 /

X 35 pesos X 30 days month
Php 175 /day Php 5,250 / month X 12 months
Php 63,000 /
year

TOTAL Php 825 Php 24,750 Php 297,000

CLAU

Weaknesses

1.) One Stall(kiosk)

- With only one stall we cant accommodate all of the consumers in different

areas.
 2.) No Customer Loyalty in the Brand
- The product is still in the introduction stage in which the consumers lack

awareness and loyalty in the brand or product.

3.) Unknown Goals of Employee

- The employees wont have the specific idea or goal of the company and it

would be very hard to attract consumers if the employees dont understand

the goals of the company.

Pricing

Brands Products Prices

CRUNCHY Bacon and 45

JACKETS Onion 40
Ham and 35
Cheese
Tuna and Corn

Potato Corner Regular Fries 33

Large Fries 48
Jumbo Fries 68
Mega Fries 95
Giga Fries 149
Trio Fries 70
Twistix Small 45
Regular 55
Large 65

Yellow Cab Twice-Baked 195

Potato Halves

Wendys Baked Potato 108

James

Opportunities

1.) Affordable
- The main target of the company is to accommodate the range of teenagers

since this type of consumers look for affordable and yet fulfilling appetite.

2.) People are Eager about the Product

- People have this mannerism when its new they have to buy it.
 3.) Online Advertisements
- In this generation Facebook, twitter and Friendster are used by the

consumers to post stuffs that they like even if we dont advertised if the

consumers like the product they would be the one to advertise for us.

Promotion

The company may give out free taste for the potential customers. This

free taste may come in smaller sizes and the company may use

marble potatoes to cut off costs while doing this promotion.

In the second year of the operation, the company will offer the

product/brand for franchise. The company will give benefits to the

franchisee such as low or no royalties and seminars for the future

employees of the franchise.

 Combo packages such as Pamilya Pasalubong Pack (Buy 10, get 2 for
free) and Barkada Bonus (Buy 5, get 1 for free) will be introduced to

encourage volume buys.

Ysay

Threats

1.) Strong Competitors

- It would be hard to compete with competitors who are stable in the industry

because they have already loyal customers to maintain their profit.

2.) Filipinos are fond of eating rice

- Unlike in the states here in the Philippines we are fond of rice rather than

using potatoes (mashed potatoes) so it affects the relationship of the

consumer to the product.

3.) Competitors has Advanced Equipments

 - A stable competitor has more advanced equipments to keep their products

fresh and has a faster way to cook their products so it would be a great

disadvantage.

Channel Distribution

In the first year of its operation, the product will be distributed by one

kiosk operated by the company/owner.

The kiosk will be placed in Festival Mall, which is one of the most

visited/populated malls in Muntinlupa area.

All ingredients will be purchased and delivered every Sunday and

Wednesday to preserve the freshness of the elements.

For the second year, the company may establish a branch in a school

and/or to another mall.