Market targets

Dragon fruit ice cream will start to serve Nagueos in Centro, Naga City primarily the kids
with demographics of 5-14yrs old, male or female, social class CD, and lifestyle of studying,
playing, loves to eat sweets. Targeting this specific market will enable it to have a large market
and large potential for future growth.
Then , we like also to offer our product to health conscious individuals.Oragon Ice
Creamis low in cholesterol, contains vitamin C and it is an antioxidant (small amount of fats and
it is rich in fiber.)
Our business plan is to first, sell our product within 1 year to know if it will be patronized
by the consumers. If they did, we will continuously produce our product. Then, after 3 years, if
our sale is still in good track, we decided to branch out in different places within Naga City.
Lastly, if after 5 years our sale will continuously improve, wewill branch out in places outside
Naga City. And in terms of producing we decided to produce minimum of 5 gallons per day. And
we expect to serve 500 persons a day.

Environmental/industry analysis

Naga City is one of the biggest cities in terms of population in Bicol Region. It is also

experiencing population growth. Naga City could be a big market for our product. Even though
there are many stalls and stores selling ice cream, there is still no available flavour of Dragon
fruit. We are still experimenting if our customers will patronize our product. In this kind of
product, this could be a high potential for growth because of uniqueness to other kinds of ice
cream. Some people could be interested in trying our new type of product. At first, there could be
a little demand and if the customers like it, the demand would increase. When the demand
increases, there could be a possibility in increasing our production to accommodate more
customers and gain more sales.
Sellers
The sellers could be anyone who is capable and willing of establishing this kind of
business. They could be either male or female. They must be at least high school graduate and
undergo more training into this type of business.
Source(s) of raw materials/inputs:

Dragon Fruit Indang, Cavite, or IlocosNorte

Brown, Sugar, Honey, Lemon, Whipping Cream Naga City Market/other

establishments

Source(s) of equity/ financial capital:

Loans from family

Owners cash

Bank loans

Investors

Customers
This type of product could be very new to the society. Our target customers would be kids and
students. Also, even adults can try our products because of its health benefits. Some healthconscious people could try for our product and they will surely appreciate it. Our key customers
are students. They could be the key in our success of our business because they are the ones who
could enjoy our product amidst the new type of flavour. We could use some print/media
advertisement to promote our product to them and spread throughout the city. In entertaining
customers, we will welcome feedbacks for better improvements in our products. We will also
train our employees in maintaining great customer service.

SWOT Analysis

STRENGTH

Unique Offer
Competitive Advantages

experience,knowledge
High Quality Product
Qualified to market
Strong Relationship to customers
Great Platform
OPPORTUNITIES

Attract more customers

WEAKNESSES
Plan predictability
Gap in

THREATS
Sustainable Financial Backing

Extending or Emerging the market.

Increasing demand because of unique offer

Competitors Intention
Emergence of

Substitute products
Environmental or weather
effects
I.

THE FUTURE

Vision Statement
Our goal is to create pleasurable, healthy and delightful moments to our customers by
giving them delicious, high quality dragon fruit ice cream using the highest quality ingredients
available in the country. We also pledge to sell our products according to a strategy that we
believe maximizes saving for our customers. By these, we believe that our customers can be
satisfied enough and patronize our product.
Mission Statement
To provide top quality dragon fruit ice cream product and excellent service. We strive to
continually improve our business to maximize profitability. We challenge ourselves to always be
the top seller of dragon fruit ice cream in the country. We promise to use our knowledge,
experience and commitment to excellence to the best of our ability.

Goals/Objectives

Market-Share Goals
o By the end of the year, our company will increase its share of sales as our product
growing and known in the market
Innovation Goals
o In three years, our company will open new branches which our loyal customers
can now buy the dragon fruit ice cream near their location and also to grow our

companys production by adding new technologies that improves our production

in producing more dragon fruit ice cream.

Cutting Costs
o Our business also set the goal to lower its production costs by 5-10 % each year.

Action Plan
Milestone

Date of Expected Completion

Person Responsible

The Dragon fruit Ice cream will

Third Quarter of 2015

Marketing Department and

be known in the market by

(July-September 2015)

Advertising Department

increases its sales.

Our company will continue to

3-5 years from now

Marketing, Finance and

grow as it opens new branches

(2018-2020)

Operations

8-10 years from now

Marketing and Operations

making promotion and

advertising through print, online
and social medias. It also

in different areas of the country

that will serve many customers
The Dragon Fruit Company
grows and continues its
operation as the leading top
seller of the dragon fruit ice
cream in the country and

Department

reaching its highest sale.

II.

FINANCES

Financial Objectives:
1. The Dragon fruit Ice Cream aims to generate a profit of Php 1,500,000 on its first year of
operation. On the succeeding years, it expects an increase in the revenue of the company.
2. It will also focus on the cost of the materials in producing the product. The company wants to
produce the product using materials that are in a low price without sacrificing its quality. It will
look for suppliers who are willing to give them a low price for the materials. The company will
also consider transportation cost and personnel cost. It is important to consider the distance of the
facility to the target market and the people who will work for the company.
3. Advertising is very important in a marketing plan. The company will look for affordable
advertising campaign for the product. It will use data from other campaigns that could be useful
in developing a new campaigns. The company will analyze the result of using the new develop
campaigns, if it reduces the cost spent. The result will help to enhance future marketing plans.
Financial Requirement
The company needs a vast budget just to set up the business. Most of the portion of it will be
drawn for buying machineries and improvement of facilities. The business entity projected an
amount of Php 2,000,000 to make the business feasible. Sixty percent of the fund which

amounted to Php 1,200,000 will come to the invested cash of the investors, while the remaining
forty percent will be drawn at loans. The eight investors are subjected to invest an amount of Php
150,000 individually. In addition, one of the investor will also donate a building for common use.
Projected Balance Sheet
Asset
Cash
Building

Amount
Php 2,000,000
1,250,000

Liability
Loans Payable
Net Assets and Liability
Partners Equity
Mendoza,Capital
Reyes,Capital
Raa,Capital
Morales,Capital
Nodo,Capital
Gonzales,Capital
San Carlos,Capital
Singayan,Capital
Donated,Capital
Net Equity

800,000
Php 3,250,000
150,000
150,000
150,000
150,000
150,000
150,000
150,000
150,000
1,250,000
Php 3,250,000

Financial Assumptions:
1. In 2015, the Dragon fruit Ice cream will still undergo development especially in facilities.
2. The first six months will only generate lots of expenses and the revenue still very slow.
3.The interest in loans are paid on due.
4.Estimated revenue is realize when the year ends.
5. When the 2015 marketing plan is successful, it is expected that the company will invest in

2016.

References:
http://www.my3q.com/
http://www.slideshare.net/yashminlumbao/10-step-by-step-marketing-pla
http://www.surveygizmo.com/
http://www.ehow.com/
www.naturalfoodbenefits.com

Ateneo de Naga University

Naga City

MARKET
PLAN
Submitted By:
Gonzales, Andrea
Mendoza, Danica
Morales, Miami
Nodo, Paulo
Raa, Arrianne
Reyes, Christian
San Carlos, Elsa May
Singayan, Joshua
Submitted to:
Mr. Rolan Jon Bulao