Jolly Rice Marketing Plan
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I. Mission and Vision Statement
To inspire and cultivate the human strength of mind – one person, one serve and one neighborhood at a time. It has always been, and will always be, about quality. We’re passionate about ethically sourcing the finest enhanced Rice, giving them with great taste, and improving the lives of people who grow them. We care deeply about all of this; our work is never done.
We see ourselves as a name of rice taste and quality that offers complete package meal (Rice with viand) to customers nationwide through focusing on customer satisfaction with our own flavor and goodness. We envision setting up ready-to-eat facility for which we already have been acquired to accommodate to authentic Filipino food lovers across the country. Our vision is to be a pioneer in providing healthy and high-quality ready to eat rice for all age groups and sections of society.
II. Situation Analysis (SWOT Analysis)
* A complete package meal.
* Emphasized in its unique taste that will enhance the customer’s curiosity. * Eco-friendly.
* Cheaper price with elegant taste.
* Suppressed by bizarre cuisine features that will boost the customer’s interest to buy. * Comprises of a pleasant combination of viand and rice blended in one serving saucer. * Very convenient and handy.
* Potentials of negative responses by the kids.
* Prospects of inventive and modern idea that will suit the needs of the customers who intend to buy express set of breakfast, lunch and dinner. Accordingly, it has a probability to gain successive earnings from daybreak to late afternoon since it is serviceable from breakfast to dinner certainly, thus, it is likely to become one of the leading trendy recognized meal of all time.
* To be able to increase sales at least 10%
* To have more loyal dealers/ customers
* To be able to satisfy consumers by lessening their time to cook for an hour for their meals * To be able to serve satisfying meal for consumer needs
* To sell more Jolly Rice
IV. Marketing Strategy
A. Target Market Strategy
Our business will cater to different customer or consumers. In particular Jolly Rice target markets are students and individual. Other target customer would be industrial sector, such as but not limited to hotels, restaurants, eateries, canteens, bars, and café. These establishments are known for food consumption.
B. Marketing Mix
The proponents adopted “Jolly Rice” as the name of our product. Such name was selected because it is closely related to the main raw material of the product which is rice. Jolly rice is a two-in-one product because of the mixed rice and viand. Rice is the seed of the monocot plants Oryza sativa (Asian rice) or Oryza glaberrima (African rice). As a cereal grain, it is the most widely consumed staple food for a large part of the world’s human population, especially in Asia and the West Indies. It is the grain with the second-highest worldwide production, after maize (corn), according to data for 2010. Since a large portion of maize crops are grown for purposes other than human consumption, rice is the most important grain with regard to human nutrition and caloric intake, providing more than one fifth of the calories consumed worldwide by the human species.
2. Place/ Distribution
The proposed project will cater to the whole city of Cabanatuan and the nearby municipalities of Nueva Ecija. The product will be manufactured and sold in our production site situated at Sumacab Este, Cabanatuan city. In addition, we will distribute the product to different school canteens, restaurants, food court and eateries in Nueva Ecija. The product will transported by the own delivery truck of the enterprise to the distribution areas within Cabanatuan and other parts of Nueva Ecija.
A panaflex billboard will be installed in front of the production site for recognition. Moreover, the product is to be advertised through the following mediums: a. Advertising on television and am/fm radio stations
Using these medium of advertisement are very effective in promoting products but using television is much more expensive than advertising on radio stations. These mediums although expensive assure a manufacturing firm of quick response from the market. Since most of the people are watching TV and listening to the radio, it will be easy for us to promote our product. b. Poster and Print Advertisement
Poster and print ads promote awareness of the product although this kind of advertisement is less effective. Big-sized hard papers are used are printing materials and are better when colorful, artistic, and unique. c. Free Sample
This will be a good promotional strategy because giving sample of our product will help us familiarize it to the public. d. Local Newspapers
Through reading materials, our product will be known by the public.
Introductory Price will be offered at P39.00 per pack based on the price study.