A MARKETING PLAN OF COOKIE-OATS

In partial fulfillment of the requirements in

PRINMAR - Principles of Marketing

SUBMITTED BY:

Balosa, Arnele Abegail F.

Buena, Francine Miko
Grumo, Maria Victoria P.

PRINMAR AOB

SUBMITTED TO:
Ms. Evangeline B. Mina
Date: August 31, 2010

1
 TABLE OF CONTENTS

I. Company’s Background……………………………………………………..3
II. Situational Analysis…………………………………………………………..4
III. Rationale……………………………………………………………………......7
IV. Competitors Analysis…………………………………………………………8
V. Target Market…………………………………………………………………..9
VI. Marketing Objectives………………………………………………………..10
VII. Marketing Mixes……………………………………………………………...10
VIII. Reflection……………………………………………………………………...17
IX. Attachments…………………………………………………………………...19

2
I. Company’s Background

Goodlife Mission statement:

Goodlife is a company that is committed to promote healthy and sustainable

alternative lifestyle choices and foster social and environmental activism to its
customers and community by providing healthy pastries. We have committed ourselves
to be highly productive and people-oriented, innovative, competitive and dedicated to
satisfying our customers and consumers and a national leader in the baking industry,
with a long-term vision.

Vision statement:

We are:
 The world leader in the baking industry and one of the best
companies in the international food industry.
 A company with trustworthy, leading brands for our consumers.
 Our customers' preferred supplier.
 A strong and sound company for our stakeholders.
 A forward-looking company.

Objectives:

In keeping with the general mission statement of Goodlife, the company is

committed the task of developing in its consumers a healthy life. This shall be achieved
through the different objectives include the following:

 Promote healthy living in our community

 Provide a delicious and healthy pastry.

 Develop healthy pastries for the community

 Promote the enrichment of Filipino growth of a healthy community.

3
II. Situational Analysis
Almost all Filipinos are currently more health conscious because of the unseen
growth of different illness arousing in our society. This is the reason why a lot of us are
researching healthy lifestyles plus practicing proper exercise and healthy diet.
According to the articles attached, there are concerns such as nutritious food for
students, stress, lack of sleep and fatigue caused by a lot of work and minimal
resources of nutritious food.
Numerous people know that a lot of kids are lacking proper nourishment because
of their incapacity to buy nutritious food, vitamins and medicines. The DSWD
particularly in Western Visayas notice this problem and is currently taking an action to
decrease the percentage of malnutrition through feeding programs at different schools
particularly in Visayas.

Stress includes the physical environment, including your job, your relationships
with others, your home, and all the situations, challenges, difficulties, and expectations
you're confronted with on a daily basis. The factors which influence your ability to
handle stress include your nutritional status, overall health and fitness levels, emotional
well-being, and the amount of sleep and rest you get. Stress is alarming since that it is
one of the main source or reasons of sickness. Laughing is one of the best ways in
reducing stress. This is the reason why Laughter Yoga was founded. Laughter Yoga is
all about becoming healthy by getting free of bad air for the reason that when you laugh,
you are actually releasing a lot of bad air, says Paolo Trinidad, who is the founder of
Laughter Yoga Philippines. He was trained by no less than the man behind the routine,
India-based Dr. Madan Kataria.

Most of the people who lacks sleep and who are experiencing fatigue are those
who are studying and working especially the Call Center Agents. We are all aware that
most of the call center agents work at the graveyard time. Through this, they lack sleep
and sometimes experiencing fatigue. This is obviously because of the time they work,
the changes in their lifestyle and the stress they gained during their work. To maintain
their performance at work they smoke to remain awake and alcohol to unwind & to be

4
sleepy after their work. In addition, most of them does not eat on time because of the
working hours is not normal. In spite of the stress they gained in their job and fatigue
they are experiencing, lots of them still want to stay because of the high salary given
and the good benefits they receive from their company.

It’s inevitable that stress is always present in our lives. It happens because of
various sources in our everyday lives. Stress could also occur because of our health
damaging behaviors like smoking and heavy drinking. Some people could handle stress
properly but most of us don’t. We tend to blow out of proportion thus making it difficult
for us to function very well making it as a distress. Then it interferes with our daily
activities. It could also lead to different health problems if stress is not managed very
well. One of the ways to manage stress is to recognize it. The experts recommend that
one who suffers it must slow down and simplify life. Time management is also a key.

Most of us think that the more we breathe the better we become physically. Our
emotions and stress levels are reflected on the way we breathe, and other factors such
as illness, pain, or even allergies cause us to breathe differently. Well, it’s not actually
the truth. When we over breathe or habitually take deep breaths, we tend to lose a lot of
carbon dioxide which leads to the imbalance of the body and other illnesses. There is
this breathing technique by Jac Vidzen that can alleviate illnesses.

It’s rainy season in our country and there have been reports that we have a
shortage of clean water. Ironic isn’t it? Our country is surrounded by different forms of
water resources and we have a water outbreak? Everybody knows that our body is
composed of 70% of water. Although not many know that water composes our muscles
75 percent, our brain cells 85 percent, our blood 82 percent, and even our bones, 25
percent – more or less. In order for us to survive we must drink water. It also has a lot of
benefits like it hydrates all the organs of the body, maintains a youthful appearance,
leads to weight loss, improves digestion, prevents high blood pressure, builds more
muscles, regulates body temperature, and many more. To know how much water you
should drink: Take your weight in pounds and divide by two. The result is how many

5
ounces of water you should drink daily. (X lbs/2 = Y ounces of water a day.) An average
glass of water is about 12 ounces or about half a liter.

In contemporary times especially in the city, most households own a television.

Watching it is used as an entertainment for the family. When not managed well, it could
become a source of problems for the parents. Their kids would not do their respective
home works and watch the television instead. This habit could lead to health problems
like obesity. This can be prevented if you discipline your child. Knowing what she wants
and her limits when it comes to watching television. It is like setting up boundaries.

The earth is definitely warming. Signals of a changing climate, including

increasing trends in temperature, sea level rise and extreme climate events, are already
evident in the Philippines. And as the warming continues, the effects will become more
catastrophic. With climate change will come water shortages and decreases in
agricultural productivity and food security. Our health will be threatened by heat stress
and increased chances of exposure to infectious diseases.

You are what you eat – and it can’t be more true! Gobbling MSG-laden fatty
‘wiches, fries, crispy chix in fastfood joints, including instant/ready-to-eat/to-go frozen
food packs sold in convenience stores and supermarts everywhere have slowly filled
our bodies with toxic garbage. The colon is like a trash bin, in charge of eliminating
wastes daily. In the Philippines alone, colon cancer ranks sixth overall as major cause
of death.The threat of a person becoming afflicted with colon cancer is very real. To
keep our colon healthy, there should be constant effort and awareness of all the things
we do and the food that we intake. Doing a colon cleanse regularly is a must but taking
care of ourselves to avoid build up of waste is equally important.

Many people are following a current trend: to live healthy. Some people buy
organic fruits or cut meat or be a vegetarian. There are many ways to live healthy. One
of which is to MOVE! MOVE! MOVE! You could twist your feet or your hands. You could
also stretch your arms to relax some muscles. Taking care of one’s teeth and colons
could help reduce a lot of health risks. Try not to eat a lot of fat and reduce the salt

6
intake for a better health. Avoid getting angry and try to manage stress properly could
also help you live longer. Take a lot of vitamin to ward of possible illness and strengthen
your immune system.

III. Rationale

Most of Filipinos today is suffering from different diseases affecting the heart. This
reality alarmed our group in view of the fact that large number of Filipinos is suffering
from heart disease due to stress, inherent disease, food intake and the likes. A lot of our
workforce today are too busy with their work and have less time to eat healthy foods.

Most of them eats instant noodles, junk foods, street foods or even just smoke or
drink during their breaks that result to health problems especially heart disease.
Through this the company decided to create a product that will help and satisfy the
needs of the consumers and at the same time will give them a lot of benefits.

Cookie-Oats is a cookie specially made by the GoodLife Company to help and

provide these people a healthy food that will change their lifestyle. This Cookie-oat
contains oatmeal that can lower blood cholesterol, due to its soluble fiber content. Food
with a lot of oat bran or rolled oats can carry a label claiming it may reduce the risk of
heart disease, when combined with a low-fat diet.

This will benefit the target market because of its health content that may help them
prevent from sickness such as heart disease , cheaper price because of the cost based
strategy pricing, different flavors which are chocolate, strawberry, vanilla, butter, apple
and banana and the convenience brought to the consumers because of the distribution
strategy through the wholesalers and are easy to bring and eat as well that does not
take much of the consumers’ time.

7
IV. Competitor’s Analysis: Quaker Oatmeal Cookies

a. Product
Quaker Oatmeal Cookies is round in shape just like a typical cookie with
visible oatmeal substance. It features a hearty and healthy image that easily
entices the consumer. The style of the packaging is brown in color that signifies
earthly tones with a touch of blue or purple depending on the flavor. The cookie
has 0g trans fat and each cookie is 48grams.

b. Price
Quaker Oatmeal Cookies has a good value pricing strategy. The cookie is
healthy in terms of nutritional facts thus making it valuable to the buyers. It is also
low-priced hence making it affordable to everybody.

c. Promotion
Quaker Oatmeal Cookies’ promotional strategy includes advertising,
personal relations, and personal selling as means of promoting their product. It
has been shown in displays and has been used as a free food or been giving
taste samples. A page of Quaker’s website allocates to the oatmeal cookies
therefore making it viewable to people from different places. There are also
certain websites where Quaker’s oatmeal cookies are advertised.

d. Place
Quaker has a multichannel distribution system wherein the producers
would deliver to different consumer segments, retailers and wholesalers. Quaker
is available in different retailers like hypermarkets, convenience stores and
supermarkets.

8
V. Target Market
Segmenting Consumer Markets Characteristics
Cookie-Oats will be distributed only in Manila since
that the company and the product are just starting
Geographic up. This will help the company to concentrate for a
while in introducing the product in a particular
place.
Cookie-Oats are made for people from ages 5 and
Demographic above, male or female, student, unemployed or
employee, any religion and Filipino or not.
Cookie-Oats are made for people who are health
Psychographic
conscious but also open to others.
Cookie-Oats are made for people who lacks time to
Behavioral eat and have a limited budget since that it is easy
to bring easy to eat and cheap.

To ensure the effectiveness of the segmentation, it should be measureable, accessible,

substantial, differential and actionable.
• Measureable- that there will be particular number of products to be distributed
• Accessible- can be bought in different grocery stores around Manila, Philippines
such as Save more, Pure Gold, Robinson’s Supermarket and SM Supermarkets.
• Substantial- even if the segmentation is small, we should assure that our
company will be providing its consumers enough products and that the company
will be able to gain profit even if the segmentation is small.
• Differential- the different segmentation should respond differently. Example, in
Demographic, a boy who is 10 years old is satisfied when he ate the Cookie-Oats
because he likes the flavors. In behavioral, a business man who is always busy
at work likes to eat Cookie-Oats because it doesn’t waste too much time eating it.
• Actionable- the company should ensure that we continuously attract and serve
the different segments.

VI. Marketing Objectives

9
 For the period Jan. 2011 to Dec. 2011 our company aims to achieve the following:

A. Offer basic product/s for busy Manila-based

health conscious people.

B. Implement cost-based strategy pricing.

C. Implement selective product distribution.

D. Build product awareness by 25% of the target market.

E. Educate 10% of the target market.

F. Encourage product usage to 10% of the target market.

VII. Marketing Mixes

Product

*Product Attribute

• Our product is a cookie which is a small, flat-baked treat, usually containing

flour, eggs and sugar. Cookies are most commonly baked until crisp or just
long enough that they remain soft, but some kinds of cookies are not baked at
all. Cookies are made in a wide variety of styles, using an array of ingredients
including sugars, spices, chocolate, butter, peanut butter, nuts or dried fruits.
To make our product different from others, our company added a special
ingredient which is oatmeal to add value and health benefits in our cookies.
Oatmeal is ground oat groats or a cereal grain. Lots of people have an
increasing interest in oatmeal in recent years due to its health benefits. Daily
consumption of a bowl of oatmeal can lower blood cholesterol, due to its
soluble fiber content. Food with a lot of oat bran or rolled oats can carry a
label claiming it may reduce the risk of heart disease, when combined with a

10
 low-fat diet. This is because of the beta-glucan in the oats that has an ability
to modulate the immune system. Rolled oats have also long been a staple of
many athletes' diets, especially weight trainers; given oatmeal's high content
of complex carbohydrates and water-soluble fiber which encourages slow
digestion and stabilizes blood-glucose levels. Oatmeal porridge also contains
more B vitamins and calories than other kinds of porridges. Our oatmeal
cookies will be made in different flavors such as chocolate, strawberry,
vanilla, butter, apple and banana.

• Production Process: Preparation time 15minutes, cooking time 12 minutes

Ingredients:

1/2 cup butter, softened

1/2 cup butter flavored shortening
1/2 cup packed light brown sugar
1/4 cup white sugar
2 eggs
1 teaspoon vanilla or any of the 6 flavors extract
1 1/2 cups all-purpose flour
1 teaspoon baking soda
1/2 teaspoon salt
3 cups rolled oats

Directions

1. Preheat oven to 350 degrees F (175 degrees C).

2. In a large bowl, cream together the butter, butter flavored shortening, brown
sugar, white sugar, eggs, and vanilla or any of the 6 flavor extract until smooth.
Combine the flour, baking soda and salt; stir into the sugar mixture. Stir in the
oats. Drop by rounded teaspoonfuls onto un-greased cookie sheets.

11
 3. Bake 10 to 12 minutes until light and golden. Do not over bake. Let them cool for
2 minutes before removing from cookie sheets to cool completely. Store in
airtight container.

*Brand

• Our product name is Cookie Oats

• The brand is enclosed in a classic floral frame that represents nature. The color
brown is taken from the original company logo to reflect the company’s colors.
The font is large enough to be recognized and to be read from afar. Below the
brand name is a statement that reads “A Good Life Bakeshop Creation” to signify
that this brand is from the Good Life Bakeshop Company.

*Package:

• Our product’s packaging would be presented in a plain brown box with a

transparent cover so that the cookies will be seen by the buyers. The size of the
box will be 7x5 inches that can contain up to 6 pieces of cookies. One box can
contain one flavor and it may also contain the 6 different flavors (assorted) in one
box. This box will be presented with a tag. The tag contains the company name

12
 and logo, the product name and logo, price, expiration date and health tips for its
health advocacy.

*Label
• The label will be presented with a sticker tag attached to the box. The label
stickers will be easier to produce and more practical compared to having custom-
made boxes.
• The box will be sticked on with the brand name, ingredients, and the company
name and logo.
• Label Sample:

• Sample box

13
 B. Price:

• Our company decided to use a Cost-based pricing approach on which the price
of our Cookie-Oats will be based on the cost of producing, distributing and selling
the product plus a fair rate in return for its effort and risk. Our company will use
this since we are just starting up. Our company will also add a markup of 20%
which is called the Cost-plus pricing.

• Price adjustment strategy- International pricing will be used by our company on

where the price of our Cookie-Oats depends on the cost, customers, economic
conditions and other factors so that consumers can easily accept the price
adjustments and may build customers’ trust in our company.

C. Promotion:
• Good Life will be using Advertising for the promotion for the first 4months of the
Cooke-Oats specifically by flyers and posters. Through this non personal
communication channel we will be able to communicate our objectives to our
target market. Our posters and flyer’s goal is to make awareness to its target
market since that the company is in its starting point. Our company used the
AIDA model in communicating the message.” A” for attention, to attract the target
market, “I” for interest; to raise the customer’s interest in the products
benefits ,”D” for desire to convince the customers that their needs and wants will
be satisfied by our product. “A” for action; that the customers will take an action
in buying the product. The company will be getting its feedback through the
increasing or decreasing number of our consumers. *Sample poster and Flyer
are attached.

D. Distribution
• Our company will be using wholesaling where all the activities involved in selling
goods and services to those buying for resale or business use. This will help our
company in distributing our product to the wholesalers since that they are the

14
 ones selling it directly to the personal consumers. Merchant wholesalers will be
the best to distribute our product because they have they own the stores that can
distribute it to the consumers directly. This will be a good start in building a good
and strong relationship with the wholesalers.
E. Gantt Chart

Goodlife Oatmeal Cookie

Activit
y# Activity Description Start Duration/days End
Activity 1-Jan- 7-Jan-
1 Product Proposal 11 6 11
Activity 8-Jan- 14-Jan-
2 Product Approval 11 6 11
15- 14-
Task 3 Marketing strategy Jan-11 30 Feb-11
15- 31-
Task 4 Production Jan-11 350 Dec-11
15- 1-Mar-
Task 5 Product Testing Feb-11 14 11
2-Mar- 3-Mar-
Task 6 Product Presentation 11 1 11
Advertisment- Giving out of 4-Mar- 31-
Task 8 flyers 11 302 Dec-11
4-Mar- 31-
Task 9 Advertisement- Malls 11 302 Dec-11
4-Mar- 31-
Task 10 Advertisement- Magazines 11 302 Dec-11
5-Apr- 6-Apr-
Task 11 Launch-SM Megamall 11 1 11
7-Apr- 31-
Task 12 1st day official operation 11 268 Dec-11
27- 29-
Task 13 Inventory-Dec.31, 2011 Dec-11 2 Dec-11

15
 Jan-11 Feb-11 Mar-11 Apr-11 May-11
Day Day Day Day Day Day Day Day Day Day
End 1-15 16-31 1-15 16-28 1-15 16-31 1-15 16-30 1-15 16-31
7-Jan-
11
14-
Jan-11
14-
Feb-11
31-
Dec-11
1-Mar-
11
3-Mar-
11
31-
Dec-11
31-
Dec-11
31-
Dec-11
6-Apr-
11
31-
Dec-11

Jun-11 Jul-11 Aug-11 Sep-11 Oct-11

Day Day Day Day Day Day Day Day Day Day
1-15 16-30 1-15 16-31 1-15 16-31 1-15 16-30 1-15 16-31

16
 Nov-11 Dec-11
Day Day Day Day
1-15 16-30 1-15 16-31

II. Individual Reflection experience report in doing this project. Specify your participation in
doing the project.
VIII.

• Arnele Abegail Balosa

o We really had a hard time doing the project because we only had a limited
common time to work. Thus, it gives us more information about what
PRINMAR really is in the real life. It is very hard and everything must be
specified. I like the project making even though it’s hard. We really had a
good team work because we are really helping each other. The weakness
of the other is the strength of the other. I admit that there were “inisan
moments” because we hard a hard time communicating with one of our
group mate, but it is part of doing the project and she did contributed
something ”at least”. But the most important is that we finished the project,
we learned a lot, it strengthens our friendship and we became reliable with
each other. It also trains us to be what we should be in the corporate
world; that we should have the right attitude in doing something, in
communicating and in how should we treat our team correctly/

17
 appropriately. I helped in making the mission and vision, situational
analysis, rationale, target market, marketing mixes, and the compilation of
the parts.

• MariaVictoria Grumo

o I learned a lot in making a marketing plan. Mind-bending it is. It is very

time consuming and it takes a lot of mind work. I got disappointed though
because a group mate did not contribute that much in the making of the
marketing plan. She did not even contacted us. We had a hard time in
reaching her because she has different cellphone numbers. I contributed
in making the company's mission and vision. I also helped in making the
marketing objectives. It was also difficult compiling the situational
analysis. I also had to do the background analysis on our competitor. I
also had to research about the gantt chart because I don't know what a
gantt chart is. Staying up late doing the marketing plan is worth it. I do
hope that we can defend our marketing plan when we present it. We have
put a lot of effort in it.

• Francine Miko Buena

18
IX. Attachments

19