SAMPLE MARKETING PLAN

Breakfast Booster Marketing Plan

I. Executive Summary
Waffle’s is going to launch a ready to cook cake mixture in a pocket form, called
“Breakfast Booster” which is healthier than its competitors like Special Occasion, Café Dania,
Waffle Time, as our product contains ingredient like (whole grain) multigrain, which are rich in
calories required per day. The location of the company is in Navarro St. Calbayog City.
Product will be launched in Ciriaco. Total budget for the launch of the product as well as for
the marketing and advertisement is approximately P 214,000.00. The promotion channels we
used mere direct marketing, mass media, events, news apps, social media marketing. Out of
Home Media, radio, sponsoring of cookery show etc., which are a part of integrated marketing
campaign. For the launch of the product, we are going with pre-launch, and post launch
strategy.

II. Situation Analysis

The marketing environment for Breakfast Booster represents overwhelming opportunities.
It also contains some challenges that the firm believes it can meet successfully. It illustrates a
SWOT analysis of the company conducted by marketers to highlight Breakfast Booster
strengths, weaknesses, opportunities, and threats.

The SWOT analysis presents a thumbnail sketch of the company’s position in the
marketplace. Breakfast Booster has built some impressive strengths while looking forward to
new opportunities. Its dedicated founders, the growing number of brand-loyal customers, and
sound financial management place the company in a good position to grow. However, as
Star Software Inc. considers expansion of its product line and entrance into new markets, the
firm will have to guard against marketing myopia (the failure to recognize the scope of its
business) and quality slippages. As the company finalizes plans for new products and
expanded Internet sales, its management will also have to guard against competitors who
attempt to.

 Strengths
 Giving back to the environment
 Various retail outlets
  Reasonable pricing
 Rich in nutrition
 Weaknesses
 First venture
 Difficult in funding
 Minimal marketing experiences
 No cake flavors
 Difficult in penetration in the market

 Opportunities
 Partner with other business
 Expansion in India
 Growing e-commerce
 Building long term relationship with delighted consumers
 Threats
 Severe competition
 Raw material cost may vary
 No partnership
 Financial problems
 Time management can be a major issue

A. PEST Analysis
Political. There are no expected political influences or events that could affect the
operations of Breakfast Booster.
Economic. Since our product is quite specialized, the prices are quite high. In the event of
extreme inflation or a recession, foods like breakfast cake may become a luxury to a lot of
people and become something that can be avoided. In this case, in order to keep the revenue
up and have customers buy our products, we may have to decrease the price of our products.
However, our breakfast cake may suffer some losses since we do pay a high price for our
suppliers.
Sociocultural. People are becoming health conscious lately so foods like breakfast cake
that are high in sugar can become less popular, especially with parents buying it for their
children. Furthermore, trends are constantly changing and with desserts and pastries, the
trends can change as well.
Technological. Technology does not play a huge impact on a cake manufacturing
company however, as technology does improve, it can allow us to make our website and our
business more well known to the public especially when we consider expanding out to other
countries. New cooking products could make the process more effective and increase
productivity.

B. Porter’s Five Forces Analysis

Potential New
Entrants

Supply of Cocoa and Multigrain Organic product

Labour unions Hassle free preparation
Quality Standards Strong distribution channel
Intra-Industry Rivalry
Strategic Business Unit
Bargaining Power of SBU: Breakfast Booster Bargaining Power of
Suppliers Rivalry: Special Buyers
Occasion, Café Dania,
Waffle Time
Cookies, Sweets, Large volume buyers
Multigrain product, Buyers psychology
Shifts in cost
Cakes and Pastries

Products and Supply

C. Competitors
At Waffles, we believe in nutrition but no compromise in taste. We make our Breakfast
Booster with the goodness of multigrain and flavor of cocoa. We don’t believe in preservatives
and we don’t add any of it. Our instant cake mix is not prepared instantly. It goes through
many stages and levels where we ensure the nutrition level reach from 0 to maximum.
Breakfast Booster face different competitors in the market but we believe on our product can
stand on the market.

Direct Competitors: Special Occasion, Café Dania, Waffle Time

Indirect Competitor: Jolibee, McDonalds, Bakeries, Pastries Ventors

III. Objectives
 To be in the mind of the targeted customer as a healthy and tasty product.
 To create an image of socially responsible brand
 To penetrate in the market against the big existing competitors (Special Occasion,
Café Dania, Waffle Time)

IV. Product Strategy

Breakfast Booster is a multigrain flour proportion provided to customers who are
business oriented and are on the go and don’t have enough time.

 Brand Name and Description

Breakfast Booster will provide a solution by giving them a nutritious breakfast in
the form of cake. It is healthy options to enjoying fresh, organic cake and moving from
all-purpose flour to multigrain that will surely satisfy your taste.

 Market-based Mission Statement

Our company’s mission is a two-prong approach to benefit our customers by
providing:
 To provide the freshest, highest quality natural ingredients to create organic
and healthy cakes.
 To cater good service to our customers and satisfy their taste.

 Product Positioning/Unique Selling Propositions (USP)

Our product Breakfast Booster is not only promising a yummy breakfast but
nutritious one with the goodness of multigrain. We provide a ready to mix mixture in
packet form just as our competitor like Special Occasion, Café Dania and Waffle Time.
Our product is more nutritional content as our ingredients are derived from multigrain
and healthy, whereas the competitors here are using ingredients containing a larger
portion of refined white wheat which is of less nutritious value.

 Target Market
The great potential lies under the market segment of Home Maker and Working
 Women whose segment attractiveness is relatively high and attractive. Brother, elders
and singles may not prefer instant cake mix to that great extent as they are going with
their traditional breakfast and other with the multiple options respectively.
Target Market Strategy: We try to reach the market with undifferentiated
marketing strategy in urban, semi urban and rural areas.

V. Pricing Strategy
We are offering Breakfast Booster at a competitive price of P120. Though it is
pricy than Special Occasion and less expensive to Café Dania but we are providing a
nutritious breakfast at an attractive price indeed.

VI. Distribution Strategy

In distribution strategy, the distributors will distribute the product through his
channel towards retailers and can also direct through wholesalers which further links
with retailers. The distributor can directly reach to retailer which further directs to
consumers. The retailer is the mediator between distributors and consumers.
Consumer’s will be the end users of the product and can provide feedback which is
essential and helps company to improve its quality at necessary point.

VII. Integrated Marketing Communications Strategy

 Advertising
We’ll send our salesperson to distribute samples of our product door to door for
free in selected areas. Mass media we’ll buy grab handles of buses and metro having
a strip with the name of our product. “Breakfast Booster”. This will create continuous
reinforcement in the mind of the customer and will create curiosity in their mind to
search about the product. Using sponsored ad on Facebook to redirect people to our
Facebook Page and also buying sponsored ad on Instagram that will redirect people
to our account giving ads on trending cookery videos on YouTube.

 Public Relations
Events-Mall Kiosks and Chef led promotions in prime visiting locations (e.g.)
during weekends. Also, we can sponsor and take up stall in any upcoming food
festival in the city. News apps, buying morning brief headline notification from these
 apps for a certain day continuously for 4 weeks.

 Consumer Sales Promotions

During the first day operation of our business, we will give the 1 st 10 customer a
freebies (printed mugs, free hot choco drinks etc.)

 Digital Marketing
We’ll use tarpaulin to put out ad in prime locations.

VIII. Proposed Budget

Item Unit Cost Total Cost

Advertising
Tarpaulin ad production P 50,000.00 P 50,000.00
Radio ad cost
Radio Ad
 5 (frequency) x 20 days x P 1,500 P 60,000.00 P 60,000.00

Public Relations
Media Launch P 68,500.00
 Venue: P 50,000.00 P 50,000.00
 Food: P 250 x 50 pax P 12,500.00

 Press kit: P 300 x 20 pax P 6,000.00

Sales Promotions
 Coupon printing: 1,000 x P 1.50 P 1,500.00 P 3,500.00
 Coupon design (by ad agency): P 2,000.00
P2,000
Digital Marketing
 Facebook ad: P 200/day x 60 days P 12,000.00 P 12,000.00
Contingency P 20,00.00
Total P 214,000.00

REFERENCES

MEDINA, ROBERTO G. (2008), Principles of marketing revised edition REX Bookstore.

Baquillas, Jonalyn C. (2017) Principles of Marketing distributed by DIWA LEARNING

SYSTEMS INC.

https://home.ubalt.edu/ntsbpitt/SpreeMPE.htm