Table of Contents

I. CURRENT SITUATION ......................................................................................................................... 3

A. INTERNAL ANALYSIS ..................................................................................................................... 3
Brand Consumer Profile .................................................................................................................... 4
Current Brand Positioning Statement.............................................................................................. 4
Competitive Marketing Strategies Employed ................................................................................. 5
Current Marketing Program: The Marketing Mix ........................................................................... 5
Brand Performance ............................................................................................................................ 7
Marketing/Brand Problems ............................................................................................................... 7
B. EXTERNAL ANALYSIS .................................................................................................................... 8
Macro Environmental Analysis ......................................................................................................... 8
Channel Analysis .............................................................................................................................. 12
Market Analysis ................................................................................................................................ 12
Consumer Analysis .......................................................................................................................... 15
Competitor Analysis ......................................................................................................................... 17
II. SWOT Analysis and Critical Issues .................................................................................................. 23
A. SWOT Analysis............................................................................................................................. 23
B. Critical Issues................................................................................................................................ 24
III. Identified Market Opportunity ............................................................................................................ 25
IV. Financial and Marketing Goals/Objectives ..................................................................................... 26
A. Financial Objectives ........................................................................................................................ 26
B. Marketing Objectives ...................................................................................................................... 26
V. Proposed Marketing Management Orientation ............................................................................... 26
A. Proposed Vision............................................................................................................................... 26
B. Proposed Mission ............................................................................................................................ 26
C. Proposed Business Philosophy .................................................................................................... 26
VI. Marketing Strategy ............................................................................................................................. 27
A. Marketing Strategy ....................................................................................................................... 27
B. Brand Positioning ......................................................................................................................... 28
C. Marketing Mix ............................................................................................................................ 30

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 1. Product ....................................................................................................................................... 30
2. Price ........................................................................................................................................... 32
3. Place........................................................................................................................................... 33
4. Promotions ................................................................................................................................ 34
5. People ........................................................................................................................................ 44
6. Process Strategy ...................................................................................................................... 45
7. Physical Evidence .................................................................................................................... 45
VII. Action Programs and Implementation Schedule .......................................................................... 46
VIII. Financial Forecasts .......................................................................................................................... 48
IX. Controls................................................................................................................................................ 52
X. Attachments/Appendices ................................................................................................................... 53

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 I. CURRENT SITUATION

A. INTERNAL ANALYSIS
History and Background of Cagbang Pottery

Barangay Cagbang is a small barrio located along the western part of the municipality of
Miagao, Iloilo. It is an inland community that is 7 kilometers away from Poblacion. Barangay
Cagbang is well known for keeping alive a very rich tradition-pottery.

Pottery existed even before Miagao church has been established hundreds of years ago.
The skill of making pots has been passed on through generations and now became the
community’s major economic driver. Cagbang pottery is composed of households that own skills
in pottery making and collectively meet customer demand.

Pottery making involves clay or “daga” as its main raw material which can be found
anywhere in the community. Traditional pottery making in the area starts with the gathering of
clay from its natural deposits. Before the clays are formed, potter has to remove any hard, non-
clay items such as pebbles and twigs. Water is added for kneading process which can be done
using bare feet or hands. Kneading takes for a long time to ensure that all inconsistencies are
removed and the mixture’s texture is made even and smooth. Clay is then formed using traditional
shaping tools such as paddle, rolling tools and piercing tools. The figures are then dried under
the sun’s heat which is followed by heating or baking process. Lately, baking process was done
using a brick oven that was donated by British individuals who came to visit the place. However,
the oven was destroyed when a strong typhoon struck the community and was left unrepaired
until present. As finishing stage for pots, a burnishing stone o “Bato Bantiling” is used.

For centuries, this tradition has somehow evolved in both its process and product. Electric
turning wheels and pot-making machines are now being used by some potters but aside from its
cost, the tools are limited of producing a number of product types only. Cagbang is primarily
known for a variety of earthenware including banga(jars), kalan(stove), kuron(cooking pot), paso
(pot for plants) and decorative pieces such as vases.

In 2013, local potters of Cagbang have organized themselves as the Cagbang

Associations of Potters and are composed of 22 active members headed by Mr. Edgardo Nieles.
Decisions and plans are tackled by the organization and relayed to the municipal’s tourism
representative. However at present, the organization does not function well affecting the
community’s management orientation.

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 Cagbang pottery has no fixed and stated vision, mission and philosophy. Implicitly,
Cagbang pottery envisions itself to become a significant root of culture and history of Miagao and
missions to make pottery products and experience sustainably and conveniently available to
customers.

Though pottery making has changed over the years, two things have remained constant
down the generations; the passion of the locals to their craft and the hard work they commit to it.

Brand Consumer Profile

Cagbang’s livelihood is producing pottery products used mainly for cooking, food storing
and gardening. It targets on providing safe and practical tools which culturally inclined individuals
and those who prefer the traditional means to cooking really need. Even though these products
are for daily household use, these are not consumables. Buyers often purchase every six months
or once a year. Some of its products are also used for decorations.

Current Brand Positioning Statement

For lower to middle income families from the rural areas of Iloilo, who have plenty of time
for leisure activities, who use traditional means of cooking and gardening, who are very inclined
to old habits and customs, and who seek affordable, accessible and durable products for everyday
use, Cagbang Pottery is an aesthetic cooking and gardening tools brand. It provides potteries that
were delicately handmade by the skilful natives, formed purely out of clay and heated perfectly to
achieve a flawless and durable quality, especially made for the Ilonggo families for them to enjoy
every cooking and gardening experience in their homes. This is because Cagbang potteries had
been operating for decades, and had been acknowledged by the local government for its rich
history of pottery making and business, had been part of the famous culture in Miagao and had
been known in the Panay Island for its low-priced but excellent quality potteries.

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Competitive Marketing Strategies Employed

Cagbang Pottery employs the Overall Cost Leadership strategy so that it can offer lower
prices to its customers. This is also in support to the fact that the natives take the clay from the
mountain reserve that they own and that the materials used for pottery-making are just collected
around the community such as firewood and water. The workers are the natives themselves and
do not employ pottery-makers from other places. Its distribution system is also very cost effective
because resellers visit and collect the products in the community themselves, and make the
products available in a bigger market. The resellers purchase in bulks most of the time. It also
employs Operational Excellence value discipline in their business operations in support to its
Overall Cost Leadership strategy.

It applies a Same-for-Less positioning strategy to compete effectively with other pottery

businesses in Iloilo, at the same time, appeal well to the customers. It also employs mass
customization to meet specific requirements of customers at a premium but negotiable price.

In marketing products, it mainly relies on word-of-mouth and promotion during local

events. It also uses a business-to-business marketing strategy to reach its target market and
customers. This is through the resellers. Only, the downside of this strategy is that customers
don’t really get know the brand, but the resellers. Still, through this strategy, orders and sales
continuously increase. Aside from its target market, it also pursues other groups or organizations
such as event organizers, schools and businesses which make use of pottery in other ways such
as props and costumes.

Current Marketing Program: The Marketing Mix

In the Product strategy, Cagbang Pottery’s product objective is to be the partner of

households in fostering family relationships by providing affordable, accessible and durable
cooking and gardening tools. This is in response to the core benefit that the customers are seeking
which is a tool for cooking and gardening that is family and budget friendly, and allows every
individual to enjoy every experience and time with the family. Its actual product ranges from
potteries for cooking such as kalan and koron, and for gardening such as paso. The products
come in variety of designs and sizes. Cagbang Pottery doesn’t just offer premade products but

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allows product customization which is its augmented product. Through this, customers can get
involved in the conceptualization of the product design and size. Its potential products are vases
and bricks for decorating, grilling pots for cooking, and clay figurines. Its gardening tools could
also be redesigned depending on the plant it will be used for.

In the Price strategy, it employs a cost-based pricing strategy. The potteries often range
from Php15 to Php200 each, depending on the variety and size. In cases of customized products,
the price is often set by the customers and agreed upon by the natives. Prices are also often
negotiable to satisfy both parties.

In the Place strategy, products are displayed and made available in the homes of the
natives of Cagbang, shops of resellers, and a few public markets in Iloilo. Some information about
Cagbang Pottery can be found in online research papers, articles and visitor’s blogs. It mainly
relies on resellers for distribution of products to customers. It also doesn’t employ a delivery
function; instead, customers themselves collect the products in the community or selling points
around Iloilo. This is an element in its Marketing Mix that it’s mostly having a difficulty addressing.

In the Promotion strategy, Cagbang Pottery mainly takes advantage of word-of-mouth

from resellers to customers and online research papers of students and blogs. Only that through
word-of-mouth, the name ‘Cagbang Pottery’ is not really mentioned because it is not an
established brand. The customers only often know that it is from Miagao or that the resellers made
them. Also, through some festivals, activities and events held in Miagao do Cagbang Pottery gets
to promote its products and name. This is an element in its Marketing Mix that it is currently trying
to fix.

In the People strategy, Cagbang Pottery’s assets are truly its skilful workers. It also often
positions itself in terms of people strategy because it employs its own native people who had been
making potteries for most of their lives and knew the pottery-making by heart. The resellers also
helped the business make it this far for driving the sales from different places, even outside of
Iloilo.

In the Process strategy, it mainly relies on resellers and ‘suki’ for selling. It considers the
process mix as the weakest element in its Marketing Mix. Purchase and collection of products
directly in the community is one of the dilemmas because of its remote location. This is why it
maintained a strong and healthy relationship with its resellers to aid in making the products easily
available and accessible to customers. So in order to obtain the products, customers should

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purchase from resellers located in different areas of Iloilo and some parts of Panay Island. For
Miagao residents, products are readily available and accessible in the public market.

In its Physical Evidence strategy, the potteries are sold without established branding and
packaging, and with a variety of location to display the products. This is another weak element of
its Marketing Mix that they are trying to address.

Brand Performance

The Cagbang Pottery has currently no specific channel. They heavily rely on their sales
through orders and weekly revenues in selling in public markets. Their products do appear like
generic because they do not have prevalent physical differentiation. They are not widely known
outside Miag-ao, Iloilo and had strong competitors outside the town.

Their sales depend on the number of orders called and provided. A single order can
generate up to P7000.00 sales revenue. A too big order size is being distributed by the locals in
order to meet with the order requirements. In monthly basis, a more or less 500 pieces of pots
are sold, both through public market selling and orders

Marketing/Brand Problems

Based on our analysis of the current marketing programs and market performance of the
Cagbang Pottery, the marketing issues or problems that will be addressed by the proposed
marketing plan are the a) lack of a collective brand name for all the households in the community,
b) lack of effective promotional efforts and means to disseminate complete information about the
business and the products, c) poor designs of the potteries, and d) sustainability of the business
in terms of human capital.

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B. EXTERNAL ANALYSIS

Macro Environmental Analysis

Political-Legal
The Ecological Solid Waste Management Act of 2000, or Republic Act 9003 is an act
providing for an ecological solid waste management program. It also creates the necessary
institutional mechanisms and incentives, declare certain acts prohibited and providing penalties.

According to section 48 paragraph 3 of the Ecological Solid Waste Management Act of

2000, open burning of solid waste is prohibited. With these, production can be affected because
the last process includes burning the clay molds in an open area using coconut leaves and woods.
Leaves or other yard sweepings falls under the act’s definition of solid yard waste. With these,
the community needs a kiln which is an oven for burning, baking, or firing pottery products to
conform to the rule. The community already have a partially built kiln which if finished can be of
great help to lessen the threat and improve pottery production.
Republic Act No. 9178 also known as Barangay Micro Business Enterprise Act of 2002 is
an act to promote the establishment of barangay micro business enterprises (BMBEs), providing
incentives and benefits.

This law states about promoting the establishment of barangay micro-enterprise and
providing access to infrastructural, marketing and knowledge support from the government. Also,
it encourages the formation and growth of barangay micro business enterprises by granting them
incentives and other benefits. Since the organization wanted to improve and be established but
they lack enough resources and knowledge for further development, this would help the
community to improve their products through research and innovation, and establish a brand for
their pottery products. Section 7 of the law states that all BMBEs shall be exempted from income
tax for income arising from the operations of the enterprise. Thus, helping them reduce the fixed
cost in production.

Economic

The statistics of World Bank shows that over the ten years, the economy of the
Philippines has been increasing in an average of 5.0 percent. In the first half of 2017, although
growing in much slower pace than of 2016, Philippines remained a consistent growth performer
in economical aspect. For the first half of the year, the gross domestic product (GDP) growth rate
is at 6.4 percent. The approximate 4.5 percent quarterly increase in private consumption

8
continued as the main factor of the economic growth. The increase in private consumption is
influenced by the 5.5 percent quarterly growth of Overseas Filipino Worker’s (OFW) remittances.

The Employment Rate in the Philippines also increased in third quarter of 2017 at 94.40
percent from 94.30 percent of second quarter. These figures are higher than the 91.12 percent
employment rate average of the country from 1991-2016. The increasing number of job
opportunities for Filipinos, both local and overseas, mainly contributes to the growth of
employment rate in the country.

The continuous increase of the country’s GDP and employment rate, there is substantial
improvements in poverty reduction. From the 25.2 percent of poverty incidence among Filipinos
in 2012, it dropped at 21.6 in 2015. Studies show that the sustained economic growth since 2015
increases, poverty reduction would be likely to continue. The condition also results into higher
wages, particular to households in the bottom 40 percent.

Although the economy and economical aspects of the country is growing, it is still
outweighed by the growth recorded in 2016. In 2016, the total economic growth is 7.0 percent
which much higher than the 5.0 percent of 2017.

A current issue of weakening of Philippine peso (PHP) to US dollar (USD) is still

continuous as PHP ended at an average of P50.35:$1. According to Emilio Neri Jr., the lead
economist for the Bank of Philippine Island, the falling of PHP was due to the steady USD
strengthening against emerging market currencies. This is caused by the heating up of political
concerns in United States and Europe.

In terms of local economy, Iloilo City is considered to be the property investment hotspot
today. It is considered to be the one of the fastest rising cities in the Philippines in terms of
economics. The 6.2 percent economic growth rate of the province is mainly contributed by the
rapid increase of local and foreign investments. The ongoing economic resurgence in the province
creates job opportunities to Ilonggos and thus increasing their spending ability.

Antique province enjoys an increasing tourist visits for the past years. The culturally-rich
province has an increasing economy through the tourism development all over the province. In
2017, the province of Antique hosted the Palarong Pambansa for the first time. With the big event
and newly opened tourist spots, a total of 1,381,909 tourists, of which 3,928 are foreigners are
the recorded arrivals. This figure is much higher than the 448,101 visitors for the entire 2016. It is
expected that the tourist arrivals will continuously grow over the years.

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Socio-cultural

There had been developments in the socio-cultural arena that can affect the marketing of
the business. First development is the increasing domestic travel rate. According to Philippine
Statistics Authority on Local Travel and Tourism survey for 2012, four in ten Filipinos or estimated
to be about 25.7 million Filipinos had travelled to any location within the country, mostly for
vacation. One of the prime destinations is the province of Iloilo. This is an opportunity to drive
sales from customers from other parts of the country.

Second development is the growing number of recognized festivals in Panay Island,

particularly Iloilo and Antique. This is an opportunity to promote, showcase and sell the products
during these events where there are plenty of potential customers. Third development is that most
Filipinos are becoming more updated to the latest trends and constantly seeking to try new
products. Filipinos tend to become early adopters of new products and significant influencers to
their friends. This is an opportunity to increase potential customers for potteries by making the
products appeal more to them. They can also become active and significant advocates or
evangelists of the products to their friends, colleagues and families.

Fourth development is the growing mobile internet penetration rate in the country.
According to Rappler.com, it is growing at a rate of 1.5x (or 30 million users) every year. The top
online activities are social media surfing (47%) and online shopping (29%). This is a very
significant and advantageous development for the business because it can utilize social media
platforms to promote and sell the products to a wide range of people. And the fifth development
is the decreasing popularity of pottery-making as a career. Most people now pursue careers in
the fields of medicine, law and business, for example. Even the young people from the community
find pottery-making as a less appealing career to pursue. This is a threat for the sustainability of
the business in terms of human capital.

Technological

Living in the world with a rising technology, we need to cope up and use it to our
advantage. There are many enhancements in technology like the internet, the television, social
media, online banking and smartphones. Technological environment changes rapidly and these
changes can create new markets and opportunities for us.

One of the biggest changes in technology is the Internet. The Internet created
opportunities for us to reach more markets and to reach the consumers easier and faster. There

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is a rising trend in the Internet which the Social Media such as Facebook, Twitter and Instagram.
Development in the Internet such as the Social Media provides greater and wider avenues for us
to promote our products easily and efficiently.

Another product of technology are advancements in machines and equipment. These

allow faster and efficient production, which in return enables us to cater and to serve larger
number of customers. On the other side, these changes can also be a disadvantage, which can
create problems in adaptation of these technologies, and at the same time these enhancements
requires larger financial budget and greater production fixed costs.

Technology also provides greater avenues for Product Innovation. The availability of
technology makes it easy for us to innovate, enhance our products, and use it as a key for
differentiation and greater market share. The creation of newer products will generate greater
demands.

Natural

Over the years, pottery Cagbang pottery has faced minor and major developments in the
natural arena that imposed great effects- threat and opportunity to the marketing of the brand.

First in list of developments that fostered opportunity to Cagbang Pottery is the discovery
of potential tourist spots by the local government which are located in proximity to Cagbang.
Tourist of the discovered destinations can become potential customers for the business therefore
elevating the demand from tourist. Second is the road construction implemented by the local
government which opened another opportunity for Cagbang because the process of bringing the
products to the market and customers has become more convenient. Under the headline of
natural developments that caused threat to the business includes the alarming climate change
that further resulted to stronger typhoons during rainy seasons and unpredicted rainfalls. It is a
major threat to the business because the process of drying in pottery making is dependent to
sunlight. Strong and non-stop rain delay and slow down the production process.

Another threat-causing natural development is the prevalence of soil pollution. Cagbang

is 42% agricultural land which means that over the years of pesticide and insecticide used by the
farmers, the soil’s ph level and quality is affected. The spread of pollution may reach the clay
deposits, affect its quality and the quality of the final product as a whole. Addition to the list is the
dengue outbreak in the municipality of Miagao. Recent report placed Miagao in the top list of

11
municipalities with the most number of dengue cases in Iloilo. With this, customers will be fearful
to visit the place resulting to a decline in the demand of the product.

Finally is the lean months which inflicts both opportunity and threat to Cagbang pottery.
Lean months is felt nationwide during the months of August to October. This phenomenon is an
opportunity because demand for pottery products elevate more than its alternatives like stoves
and electronic machines. On the other hand, it is a threat to business because demand for
decorative pottery such as vases and jars decline.

Channel Analysis

Cagbang Pottery’s existing marketing channel is its resellers. The resellers are capable of
reaching potential markets in their locations, especially the remote areas, and of generating good
sales. They also employ free deliveries to the customers which makes the products more
accessible and readily available. Only, the downside of this marketing channel is that the business
name, Cagbang Pottery, or the real source of the products are not communicated to the
customers so they never or barely knew that the products were actually from Cagbang and were
made by the natives. Often, the natives are aware that the resellers put too much mark-up on
their products, and would feel sad that the customers couldn’t have the products at their
predetermined prices. Still, the natives are delighted that the products can be made available to
places they would have had difficulty reaching and serving alone through the resellers.

Market Analysis

Each person approximately needs one pottery product every year based on the survey
conducted. The average price of competitors’ products such as Hibao-an, Pavia Pottery and
Pandac, Pavia Pottery determined is ₱85 (summation of pottery product’s prices divided by the
total number of category of products used). The estimated summation of the identified Available
Market is 1,647,125. The segment consisting the population of rural to urban areas of Iloilo and
Antique is based on the Philippine Statistics Office report on 2012. The identified segment leads
to Qualified Available Market which is 889, 448. It consists 54% of male and female who belong
to the age group of 20-65 in working to upper class families. Further segmentation leads to the

12
target market with 30% of ex-user and regular user of pottery product. Therefore, the total demand
estimation is computed as:

Total Demand Size: 266, 834 x 1/12 x ₱85 =₱1,890,074.17

Using the same equation to derive the target market, the following is the resulting
forecasted target market information in the years 2018 – 2021.

There is 30% of the population who belongs to working to upper income class and are ex-
users or regular users of pottery products. Also, GDP growth rate of 6.8%, according to the
Philippine Statistics Authority, will be constant for the three succeeding years.

To get the percentage change that represents the increase in the number of pottery
product users and increase in the income bracket of the population, the proponents multiplied the
specified data during each year and multiplied the result with the Target Market for 2017. The
percentage to be multiplied for the three succeeding years are-1.0102%, 1.0149%, and 1.0122%

Forcasted Target Market

Year 2018 2019 2020

% Change in the
Income bracket
population and GDP 1.0102% 1.0149% 1.0122%
Growth Rate per
province and city

Forcasted Target
267,103.56 267, 374.64 267, 645.28
Market

Table 1. Shows the Forecasted Target Market

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Proposed Target Market

Given the information from Philippine Statistics Authority with the adjustments in the
estimated percentage of working to upper class professionals or retirees, and user rate of pottery
products, the following deviations were solved to estimate the potential market, available market,
qualified available market and target market. The target market of this proposal focuses on rural
to urban areas of Antique and Iloilo. This segment belongs in the age group of 20-65 years old
since they comprise the professionals and retirees. Further segmentation led to the proposition
of those who belong in working to upper class and are ex-user or regular user of pottery products.

Potential Market=Total Population of rural to urban areas of Iloilo and Antique

=2,230,195 + 546,031

=2,776,226

Available Market=(Population of rural to urban areas Iloilo x Percentage of 20-65 Age group)

+ (Population of rural to urban areas of Antique x Percentage of 20-65Age group)

=(2,230,195x 59.861%)+(546, 031 x 57.161%)

=1,335, 009+312,116

=1,647,125

Qualified Available Market=Available Market x Percentage of Working to Upper Income Class

=1,647,125x54%

=889,448

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Target Market=Qualified Available Market x Percentage of Ex-users and Regular users of pottery
products

=889, 448 x 30%

=266, 834

Consumer Analysis

Consumer Needs
Filipino Households need a means to affordable, durable, suitable to usage, and safety
tools to cooking and gardening. They seek a means of expressing themselves through cooking
their favorite dish and growing the plants they wanted. Consumers want to do the usual in most
fulfilling ways.

Buying Situation
The purchase of the product primarily depends on the household or the user’s need. In
terms of cooking tools, the need of replacement will drive the purchase decision. In long term,
such as six (6) months to one (1) year, subjective to quality, koron and kalan will eventually get
broken and so, replacement are required. In terms of gardening tools, new plants and re-planting
drives the need for additional clay pots. To avail the benefit and satisfaction, the direct users of
the product supervise, make the decision and act to purchase.

The buying decision of the consumer is greatly driven by their occurring comfort with the
pottery products, given their family backgrounds and high participation in evaluation of benefits,
value, price and quality of the products.

Factor Affecting Pottery Product’s Consumer Behavior

Cultural Shift
In a fast changing environment where technology is fast growing, traditions seemed to be
just a part of history. People are moving into instant solutions and outcomes. Everything is
transforming into one-click-away. As promised by technology to make living easier, culture tends
to be a part of history and out of trend.

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 The Cagbang Pottery products will be purchased with the message in mind that
somethings are best done through taking time and taking slow. Culture can also go with the styles
and deliver the maximum satisfaction expected with products.

Social Shift
Although the social media platforms are getting crowded every day, the younger
generations enjoying the society created online and the growing number of influential social
networks, family opinions and recommendations greatly still affects the consumer’s perception
about the pottery products. The past household experience and customs became the basis of the
consumer’s rate in using pottery.

As shown in the result in the survey conducted by the group, 87.2% of the 50 respondents
answered that their families are their influence in using pottery products

The Cagbang Pottery should also portray that through using their products, it can promote
bonds within Filipino families, as one of the customs valued in the past.

Personal Shift
The Economic Environment discussed in the previous part of the paper showed that
employment by Filipinos is increasing for the past years. In this context, income levels shifts and
changes. An increased income means change to better ways of living and on the other hand,
decreased income means that families need to cut off budget to make the latter enough.

Either way, the Cagbang pottery can have an edge on promoting their products in both
levels of income. Lower income will make people spend on low priced commodities. And higher
income will take people to be avail to purchase high priced ones. Through strong branding, the
pottery can connect to both people but with a concise strategies, it can wisely pick a segment and
relay the Culture the pottery highlights.

Psychological Shift

Although the lifestyle of consumers changes every time, its beliefs and attitudes towards
a certain product or brand are hard to change. Our survey showed that today, most people only
see pottery as a tradition rather than a commodity. The extensive usage of pottery products in
households continuously declines.

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 However, their knowledge about the pottery remained to be affirmative objectives and
description of the industry. They see pottery as a means to look back on culture and thus, it
shouldn’t be forgotten.

Culturally-inclined individuals, it is the main description of the consumer target. These

individuals are highly expressive and love to cook. One of their goals in doing their interests is to
find comfort and safety in it. To find comfort means continuous adaption to change while
preserving what was once valued to them—their Culture.

Competitor Analysis

Primary Competitors

Tibiao Clay Pottery

Their primary target market is local and foreign tourists from middle to upper class income
who wants to experience the culture of Antique and to enjoy a significant and wonderful vacation.
Their secondary target market are students who joins educational field trips in their curriculum.
What differentiates the business from the others is that they specialize on selling bricks. They
offer the unique culture of Antique. They are part of a packaged tour together with the other tourist
spots in Antique. As their value proposition states, “experience the Katahum of Antique by
experiencing Tibiao Pottery. They position themselves as a place where you can experience the
culture of Antique through Pottery.

Marketing Mix

On their product strategy, they focused on offering products that are not that available in
the market. They focused on producing bricks. They are offering pottery demo and hand on hand
pottery experience.

They offer competitive Pricing Strategy. They made their products and services as a part
of Katahum Tours so that people can easily access their products and services.

On their promotions strategy they mainly focused on social Social Media Promotions.

On their people strategy, they hire people who are well experienced and are good in the
field of pottery. Most of them are women who are doing pottery for decades and are approachable

17
for them to be easily talk to by the visitors or tourists. They use pure clay in the products and the
traditional equipment in pottery and a certain machine for the bricks. They perform air dying for
the raw products and are being cook in a chamber or big oven. They made the place as local as
it could be. Hundreds of bricks are stock together and with a few pots on display.

Strengths and Weaknesses

Tibiao Clay Pottery had already established their brand to their consumers. They position
themselves a part of the great culture of Antique. They offer differentiated products to their
consumers like focusing on the brick are and the hands on experience and demo of pottery for
their consumers. Their good promotion strategy of offering their products as a part of a package
tour in Antique is also one of their key strengths. Their weakness on the other hand is that their
income is mainly dependent on the tour packages. The place they accommodate the visitors is
the same place where the workers work

Pandak Pavia Pottery

The target market of Pandak Pavia Pottery is the business sectors mainly in Boracay and
Manila and in Iloilo. They also have their secondary target market, which are exporters from Italy
and Iraq. They differentiate themselves by selling their products with unique colors, designs,
carvings, sizes and types. The uniqueness of their products makes them different from the rest.

Their value proposition is to offer unique and high quality products that their consumer
needs and offer different and wider product customization. They position themselves as pottery
which offers unique products and can cope with the fast production and product customization
pace.

Marketing Mix

For their product strategy, they developed a product with standard sizes and shapes and
served the increasing marketing demand and bulk orders.

On their pricing strategy, prices vary on size, type and kind of pottery (clay, clay-sand, or
cement made); wholesaling and retailing is considered.

For their place strategy, they have a place near the road where all their products are
displayed for it to easily accessible to buyers.

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 For their promotions, they collaborated with DTI and Italian Government to be able to
reach a wider spread of customers. Their workers are under DTI’s developmental trainings.

In the supply chain activity, men are mostly involved in upstream or supply and women
are mostly involved in production. They use variety of materials in the products, the pots are
cooked through open firing.

For their physical evidence, their products are displayed and are stored in a kamalig where
all kind of products are stacked and it is where the buyer buys their products.

Strengths and Weaknesses

Pandak Pavia Pottery has offerings of unique designs, colors, sizes and carvings that
makes their product differentiated. They also offer product customization to customers. They also
have a guaranteed good product quality because of their background of exporting their products
outside the country. These are the key strengths they possess. Their weakness is that they are
mainly product oriented and focuses only on the improvements of their products.

Sibalum Antique Pottery

The target market of Sibalum Antique Pottery is local household in Antique, nearby Islands
such as Cuyo and Palawan who would want native cooking. Their differentiation strategy is that
their products are well known for their quality and durability. Their value proposition is that their
pottery products are from Sibalom, which is considered the pottery Capital of Antique. Their
positioning strategy is that they are artisan that manufactures earthen products with good quality
and durability from Antique’s Pottery Capital.

Marketing Mix

They focus their product strategy on their products quality and durability. Their product are
also burnish by fine red soil from Mount Itay-itay for a reddish finish.

They use competitive Pricing Strategy. On their place strategy, they made orders possible
on the main public markets for easy order process for the buyers.

Their promotion Strategy revolves from Sibalom as the Pottery quality of Antique and the
“native-ness” of their products made by native people called Manugdihons. The pottery products
are made by native Antique people named Manugdihons with carries the very traditional way of

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pottery. The clay if from fields near Sibalom River and are mixed, paddled and molded. It then
burnished by red soil for a red finish are cooked in the fire. Their products have no specific
packaging are just being delivered to public Markets in Antique.

Strengths and Weaknesses

Sibalom Antique Pottery has a good brand foundation because of being the Pottery Capital
of Antique. One of their advantages is its branding associated with quality and Durability. The
reddish look of their products are one of the key differentiation of their products. Another factor is
that native people in antique called Manugdihons make their products. Their weakness is that
they don’t have an avenue where it can directly sell their products.

Secondary Competitors

Commercial Distributors of Plastic Pots

Their target market is households from upper lower income to middle class income. Its
differentiation strategy is that it offers the lowest priced product in the market. Their value
proposition is to offer the cheapest plastic product you can buy. Their positioning Strategy is to
offer the cheapest products for people who want cheaper goods.

Marketing Mix

Their product strategy is to offer products with different sizes, shapes, color and type so
that the consumers will have a variety of options.

On the other hand, they use the Low Pricing Strategy. When it comes to their place
strategy, their products are well distributed in the different parts of the Philippines so it would be
an easily access of buyers. On their pricing strategy, they offer more discounts the buyer can gen
when they buy wholesale products.

On people strategy, they hire people that is fast and efficient workers to be able to cater
a huge demand in the market. They use big machines for fast production and wholesaling. They
don’t have a brand logo for their products and no specific packaging done for their physical
evidence.

Strengths and Weaknesses

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 Commercial Distributor of Plastic Pots had a key strength of very low prices that greatly
encourages consumers to buy their product. It durability given that the products are made of
plastic. It is easily and widely available to consumers .Their weakness is that they don’t have a
direct branding to their product. They mainly use mass marketing. They mainly rely on resellers
and wholesalers.

Commercial Distributors of Aluminum Wares

Their target market is households from middle class income to upper class income. In
order to differentiate themselves, they offer low prices compared to other kitchen wares available.
Their value proposition is affordable and lasting kitchen wares for households. They position
themselves as cheap, affordable and accessible kitchen wares for households.

Marketing Mix

For their products, they offer aluminum kitchen wares available in different sizes and kind
depending on the preference of buyers.

They are using Low Pricing Strategy for their products. Their place strategy is making their
products easily available to the market because it is well distributed in different resellers.

On their promotions, their products are often offered in kitchen packages with discounts
to encourage buyers.

When it comes to their people strategy, they hire fast and efficient workers to be able to
meet the huge demand of the consumers.

On the process side, the products are mainly made by big machines and equipment and
are being help by the workers.

On their packaging for their physical evidence, the products are usually packaged in paper
boxes and inside they are covered with white plastic covering.

Strengths and Weaknesses

Commercial Distributor of Aluminum wares had a strength of offering their products in a much
lower price. Another is its easy access in the market. Their underlying weakness is that they don’t

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have a direct branding to their products. They mainly use mass marketing. They mainly rely on
resellers and wholesalers.

Cement Stove Distributors

Their target market are households from lower to middle class income. They differentiate
themselves by offering a cooking stove made of cement that uses charcoal to that is cheap to
cook food. Their value proposition is providing cheap cooking stove that is easy to access,
affordable and uses charcoal. They position themselves as a cooking stove easily available,
affordable and can be a substitute to clay stoves.

Marketing Mix

They offer a charcoal cooking stove made of cement that can be a substitute to clay
stoves.

They use Low Pricing Strategy to capture large demand of consumers.

For their place strategy they use marketing intermediaries to distribute their products, they
are available in different resellers and are especially seen in all public markets.

They promote a product as a clay stove substitute and less breakable than clay stoves.

For their people strategy, they hire experienced workers who know how to mold cement
into cooking stoves. The mixing of cement to the sand and mix it rightly. The mixture is mold as
cooking stoves.

The packaging of the product, which is the product’s physical evidence, are plastic straw
ropes covered around the stove for easy carrying.

Strengths and Weaknesses

It is a direct substitute of consumers to clay stoves. It uses charcoal for cooking which is
very affordable. It is easily available around every public market. In contrast, their weakness is
that their product cannot stay long because it will definitely break with continuous use with fire.

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II. SWOT Analysis and Critical Issues

A. SWOT Analysis
According to the internal analysis performed in the business, Cagbang Pottery’s strengths
are a) being a self-sufficient business in terms of raw materials, b) its effective and efficient human
capital, c) its established and reputable history of pottery-making, d) the collectiveness of the
community in meeting customer demands, e) its continuous effort to innovate and improve the
products and production, f) its much cheaper price applied to products that appeals greatly to
customers and resellers, g) its environmental and health friendly products, and h) being a
culturally responsible business because of promoting and upholding the rich culture of Miagao.
These strengths are the assets of the business which makes it unique and stand out from its
competitors.

Its weaknesses are a) its lack of branding that hindered customers from easily
remembering the business name, b) lack of fixed location to display and sell the products in
Miagao, aside from the community itself, which is easily reached by the customers, c) its
dependence on resellers for most of its sales, instead of sales directly from the customers, d) its
limited budget for marketing initiatives and improvement of production capacity, e) the
unattractiveness of the potteries in terms of designs and colors, and d) its unstable sales
performance. These weaknesses had been a great hindrance for the business to operate
effectively and efficiently, to improve brand/business awareness and to meet customer demands
well.

According to the external analysis performed in the business, the opportunities that
Cagbang Pottery can exploit are a) the growing mobile internet penetration rate for the promotion
initiatives, b) the increasing domestic travel rate to drive sales from potential customers from other
places, c) the increasing demand for artistic products which can drive sales once the current
product design and color are improved, d) the financial and marketing support from government
laws and programs which can help the business improve its operations and promotional
campaigns, and reach a wider range of customers, e) the potential market segments it can yet to
explore and reach to grow its market share, f) the infrastructural developments, especially the
road constructions, for easier transportation of products from Cagbang Pottery to resellers and to
customers, and g) the developing economy in terms of employment, standard of living and GDP
which can stimulate purchase of products such as potteries for gardening and decorating. These

23
opportunities can serve as avenues for Cagbang Pottery to grow as a business and culture
advocate, and sustain its operations, even improve its current status.

The external analysis also showed that certain aspects of the external environment pose
threats to the business which are a) the growing number of competitors which are much more
effective and efficient in their operations, capable of reaching more customers, and financially
stable, b) the interventions from national regulatory rules in cases of constant collection of clay
and firewood from the mountain that could cause landslide, c) the busy lifestyles of people that
could hinder them from doing activities using the potteries such as cooking and gardening, d) the
unpopularity of traditional tools and products at the present time because they appeal as old,
boring and inconvenient to use to people already, e) the developments in technology because
Cagbang Pottery doesn’t have the financial capacity to acquire these new technologies to improve
its functions so it gets left behind from its competitors which are more capable of acquiring them,
f) the natural phenomena such as rainy seasons and typhoons which delays the production
process of the products in the heating stage since the pottery makers rely on the heat from the
sun, g) the possibility of shortages in supply of raw materials which will affect the production
process, h) the vulnerability of the natives to diseases and harm such as dengue because of the
location of the community. These threats will greatly affect the business in many ways unless they
are addressed, if possible.

B. Critical Issues
Through the SWOT analysis, key critical issues were identified and will be addressed in
the Marketing Plan. These critical issues are a) the lack of branding of the pottery business which
hinders identification of the true producer of the products by the customers, b) the less attractive
designs and colors of the potteries which influences the perceptions of the customers on the
product and affects competitiveness of Cagbang Pottery to other pottery businesses, c) the lack
of effective promotional efforts, and means to disseminate complete information and updates
about the business and products which could badly affected the business/brand awareness of the
customers about Cagbang Pottery, d) the availability and accessibility of the products to
customers which affects sales, and e) the sustainability of the business in terms of human capital.

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 III. Identified Market Opportunity

Through the SWOT analysis, key market opportunities were identified and will be exploited
in the Marketing Plan. Cagbang Pottery could make use of Product Development strategy to boost
sales. In this manner, the current product line will be improved and modified to be able to appeal
to a larger market, considering the socio-cultural developments stated in the PESTN analysis that
Filipinos constantly seek products that appear new to their senses. Though this strategy, Cagbang
Pottery will not only find more uses for the products, but also more users. Using this strategy, it
can offer products with contemporary designs based on concepts such as Season of Love on the
month of February and Season of Giving on the month of December. Concepts such as “Hugot
Lines” can be incorporated in the products through calligraphic messages on the surface of the
potteries. The millennials are really known for being expressive of their feelings and thoughts on
their possessions which can be often seen on Tee shirts. Potteries can also be used as a medium
for them to express themselves, as one of the core benefits which customers can obtain from
using them.

The pottery business should target its promotional efforts to households which are the
basic structure where relationships are fostered and activities such as cooking, gardening and
decorating are shared and done together. Filipinos are known for its close-knitted relationships
and family-centered activities and ways of living. Through this opportunity, families can become
the active and prime advocates of the use of potteries in the basic cooking, gardening or
decorating activities of the families. In addition, households can become the avenue to the
preservation of the pottery-making heritage and continuous experiencing of our rich culture.

Millennials had been known for being constantly updated to the latest trends around the
world, and Filipinos had been among the recorded highest internet users and usage rate annually
where surfing and online shopping are most of the activities. This is an opportunity for the
business to use social media platforms to widely and effectively communicate the brand and the
products, post updates on innovations and sales campaigns, and even sell the products to the
customers. Most social media accounts of businesses had turned out to be an effective stimulator
of demands and engager of customers towards the products, and online shopping sites can be
an efficient medium for customers to place their orders and purchases.

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IV. Financial and Marketing Goals/Objectives

A. Financial Objectives
1. To increase sales volume and revenue by 5% each year

2. To increase net profit by 10% within 12 months

3. To reach breakeven within the first year of implementation

B. Marketing Objectives
1. To establish brand awareness from the working to upper socioeconomic classes by
80% in 6 months

2. To gain the interest and desire by 50% of those aware in 12 months

3. To secure 15% of the market showing interest and desire to take action and purchase
the products in 6 months

4. To grow market share by 5% in two years

V. Proposed Marketing Management Orientation

A. Proposed Vision
The prime destination of choice for quality-seeking, trendy and expressive pottery
consumers in Panay; the partners of households in fostering relationships; and a highly regarded
community of arts, culture and environment stewards.

B. Proposed Mission
Guided by the vision, we aim to create meaningful and innovative products molded by
culture and the personalities of the customers; to dedicate our efforts, shaped by our customs
and tradition, in promoting experiences with the family; to build a successful community with a
character of integrity, nationalism, ethical conduct and social responsibility; and to ensure the
endurance of our rich history in the future.

C. Proposed Business Philosophy

We are committed to preserving and fostering the tradition and culture passed by our
ancestors by providing quality and innovative products integrated with contemporary designs,
unifying history and the future, our core purpose. Guided by our core values integrity, nationalism,
ethical conduct and social responsibility, we aim to be recognized as the brand that exceptionally
translates the vision and mission in our products, services and conduct.

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 VI. Marketing Strategy

A. Marketing Strategy

Cagbang Pottery is already an established business, only that it experiences issues and
problems that are not typical of any pottery business. Through this marketing plan, these problems
will be addressed through the opportunities available in the market and the marketing strategies
that can help the business be more competitive.

The plan will involve the creation of a unifying brand for all the households in the
community. This will enable the customers to identify the producers of the products which is the
Cagbang Pottery.

Cagbang Pottery will use Ansoff’s Product Development strategy wherein the current
products will be improved through modifications in designs and outside colors of the potteries.
This is in relation to the Differentiation strategy that will be employed where the products will be
positioned as traditional tools and materials with a touch of contemporary concepts and designs,
and the rich history of Cagbang. This is to break the stigma that potteries are out-dated, boring
and unattractive tools and materials, and to reinforce the mind-set that the potteries, instead, will
speak a lot of the personalities and characters of the customers through the new product concepts
that will be used throughout the marketing plan. This can be done through collaborations with
local artists from Miagao. These product development and differentiation strategies will not only
make Cagbang Pottery compete strongly and stand-out from other pottery businesses, but also
appeal to the emotions of the customers and capture their personalities.

The plan will also involve initiatives to increase awareness of brand and products through
digital channels such social media; local marketing during events and festivals; and in-store
advertising and activities. Customers will also be engaged in the designing of products through
hands-on campaigns and activities. Knowledge about pottery-making and its history will be spread
through workshops in Miagao.

A Facebook account will be created to serve as medium for communication of information

and updates about the brand and the products since this is the most used social media platform
in the country. This account will also be used to entertain inquiries, concerns and orders of
customers. Other social media platforms will be used for digital ads and announcements of
campaigns and product designs launching.

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 B. Brand Positioning
Target Market

The brand is focusing on professionals and retirees of ages 20-65 from working to upper
socioeconomic classes residing in the rural to urban areas of Iloilo and Antique who were
accustomed to being in the comforts of traditional way of cooking, are needing of an avenue to
express themselves, and who constantly seek to go with the trend. They are experiencers and
innovators, ex-users and regular user of potteries, and who greatly values culture and heritage.

Competitive Frame of Reference

The potteries belong to the earthenware industry, specifically the clay cooking pots, that are
quality, affordable and safe tools and materials for cooking, and are trendy and artistic.

Points-of-Parity

Just like other pottery business, Cagbang Pottery uses the same raw materials in the production,
sells a variety of clay product lines, and offers product customization. They mainly focus on
potteries for cooking as well. The products are patronized but the business/brand names are not
really recognized. They also don't have a main store to display products but mainly rely on
resellers for selling and distribution. Women mostly create the potteries.

Points-of-Difference

The potteries are handmade by the natives who were doing this for most of their lives, and no
other people are tasked to mold them. This guarantees keen and quality production of the
potteries. Only Cagbang Pottery produces potteries that are formed purely out of clay. It also will
polish and beautify the semi-finished potteries with a range of color palette and carvings for them
to appeal well to the customer’s emotions and senses. And Cagbang not only sells the potteries,
but also the history and culture of the community and wholesome experience the customers will
obtain when they use the potteries.

Value Proposition

Cagbang Pottery will provide the reshaped traditional tools for cooking that are always at the
hearts of every Ilonggo and Antiqueno for a wholesome cooking experience and tasty food,
integrated with contemporary designs to keep them trendy, stylish and classy regardless of one's
status in life, while making them relive the rich culture and history of Cagbang.

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Support to Claim

Cagbang Pottery had been established for many decades and its quality, endurance and purpose
remained transparent as it continues to excel in its operations presently. Despite the limited
support from the local government, the community stood strong in providing for the needs of the
customers and meeting their demands with finesse and glee. Up to now, the community would
persist to preserve culture and value customers’ needs by providing excellent products as it
continuously aim to translate its vision, mission and philosophy in all the aspects of its operations.

Brand Positioning Statement

For professionals and retirees of ages 20-65 from working to upper socioeconomic classes
of Iloilo and Antique who are used with the traditional way of cooking, who are expressive, and
who greatly values culture and heritage (target market), Cagbang Pottery (brand) is the clay
cooking pot brand (competitive point of reference) that provides the reshaped tools for cooking
that are always at the hearts of every Ilonggo and Antiqueno for a wholesome cooking experience
and tasty food, integrated with contemporary designs to keep them trendy, stylish and classy
regardless of status in life, while making them relive the rich culture and history of Cagbang
(benefit). This is because Cagbang Pottery had been established for many decades and its
quality, endurance and purpose remained transparent as it continues to excel and translate its
vision, mission and philosophy in all the aspects of its operations (support to claim).

Big Idea

“Reshape & Relieve”

The whole principle of this Big Idea is about reshaping the minds of the people through
changing their mentality about our view of pottery. It is about fighting the stigma of the fading
appreciation and passion for our local culture. It is a reminder that we should relive the history
that shape us and re-treasure what is ours from the beginning of time. Reshape and relive pottery
and reshape and relieve our culture.

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 C. Marketing Mix

1. Product
Product Objective

Through the products, Cagbang Pottery aims to be the partner of households by providing
affordable, accessible and durable cooking tools, to preserve and promote the Filipino heritage,
and re-experience the rich culture and history of Cagbang.

Core Customer Value

The customers are looking a tool for cooking that is family, health and budget friendly,
which allows every individual to improve their way of living and fosters strong family bond

9”

11”

Actual product
Actual product offer kuron or cooking pots. It has two product types; regular or plain and
designed both painted and carved. Carve and paint designs are available in so many concept
depending on the season but mainly has cultural touch. Colors that are available includes black,
maroon, dark brown and other and earth colors. Sizes for cooking pots vary from Extra Small
(XS), Small (S), Medium (M), Large (L), to Extra Large (XL). Exact product dimensions are as
follows: 5” by 5” for small, 6” by 6” for extra small, 6” by 8” for medium, 8” by 10” for large and 10”
by 9” by 11” for extra large. Cooking pots are made handy, with smooth and stylish appearance.
In addition cooking pots can be used when cooking gas stoves because of its quality can last
longer even when used in gas stove.

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Augmented Product

In order to augment the product, discounts will be given for bulk orders. Every single
purchase of more than five products by walk-in customers, one special item different from what
they’ve purchased will be given for free. The customers can opt for a calligraphy or lettering for
every product purchased. They are free to suggest or customize designs but with an additional
payment. After 3 months of purchase, the customer will be asked to rate their satisfaction received
and the possibility that they will come back to purchase again. This in to increase the probability
of consumer repurchase and to build relationship with customers.

Packaging
Considering the cooking pot’s size and components, the researchers has come up with a
packaging that is environmental friendly and at the same time cost efficient. Buri leaves will be
gathered, dried and stripped into strings and will be used to tie on the product. A printed product
label will be attached on the string.

Label
Label for cooking pots is minimal because only the basic information about the business
will be provided such as the logo, business name, business address and contact information the
label is a rectangular cardboard in 2” by 2” dimensions. Another type of labelling which will be
used is the stamp encrypted with the business’ logo. Stamp labelling will be done after the pot is
formed before it is dried under the sun.

Logo:

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 Figure 1. Shows the Proposed Logo of Cagbang Pottery

The proposed Logo of Cagbang Pottery shows a Brown Cooking Pots with smoke above
it. The brown pots symbolizes the wholesome feeling and belongingness to re shape the stigma
of pots being a less valuable commodity. It also symbolizes history and culture to relive what
Cagbang Pottery wants to communicate with their pots: Reshape the Stigma and Relive the
Culture. And the smoke above it symbolizes the warmth, the aroma and the savor the cooked
food brings to the dining table of each family and household.

2. Price
Before determining the pricing strategy for Cagbang Pottery, pricing objectives and pricing
considerations were made to help the researchers in setting the right strategy. The pricing
objectives established are using same for less, having lower prices compared to competitors,
have an increasing sales volume, meeting target Rate of returns and meeting consumer price
expectations. Costs (Variable, Fixed and Total Cost), State of the Market which is Perfect
Competition, Other elements in the Marketing Mix , Price Elasticity of demand and Demand
Curve, Consumer Perception of Price and Value and Competitors cost, prices and offers, these
pricing considerations are also taken into account before deciding for the pricing strategy to be
used.
The pricing strategy the researchers set for Cagbang Pottery is Market Penetration.
Market penetration is a way of entering the market with a much lower price and after getting hold
of a good share of the market, it can now slowly increase their price. They will also be using
Discount and Allowances Pricing where discounts and benefits are given to consumers that buy
the products in large quantities. Through product discounts, the buyers are encouraged to buy
more products.

Plain Koron with Logo

Koron Size (inches) Price
Extra Small 5 by 5 P 30.00
Small 6 by 6 P 50.00
Medium 7 by 8 P 90.00
Large 8 by 10 P 120.00
Extra Large 9 by 11 P 150.00
Table 2. Shows the different prices of Plain Koron with Logo

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 Koron with Carvings and/or Paint and Logo
Koron Size (inches) Price
Extra Small 5 by 5 P 50.00
Small 6 by 6 P 70.00
Medium 7 by 8 P 100.00
Large 8 by 10 P 150.00
Extra Large 9 by 11 P 180.00
Table 3. Shows the different prices of Koron with Carvings

3. Place
In order to distribute the product, the organization will be partnering with existing
distribution channels within the area of Iloilo and Antique. The organization aims to have existing
shops that offer pottery and native products and will help not only sell but also promote the
products of Cagbang, Miagao. One retailer will be situated within Miagao town proper which is
often visited by the tourists because of their rich cultural heritage and various tourist attractions.
Another retailer will be situated in the city proper of Iloilo where consumers usually visit to
purchase different variety of products including potteries. The last retailer would be situated in
San Jose, Antique which is the capital of the aforementioned province. The majority of the
population including those in the remote areas purchase their products in the province’s capital
since this is well known to offer most of the variety of products needed by consumers. These
places are where lots of potential buyers were located.

The organization uses one intermediary level. In choosing the marketing channels, the
organization considers the location of the channel. It is important that the consumers find it easy
to access the product by putting it in shops within the populated area. The good relationship with
the customers will also be considered since it would help develop relationship with them and keep
them to increase the probability that they will purchase again. The sales performance of the
channel will also be taken into account in order to determine if partnering with them would be
profitable. They should possibly be well known or popular in offering these kinds of products
because this will help promote the brand. Channels should also be reliable in a sense that they
take care of every products they offer to customer and can handle the responsibilities given to
them as an intermediary.

The distribution channel which will be used is a reseller specifically shops that offer pottery
and native products. These will not also sell but also help the company find customers. This will
also include social enterprises promoting proudly Filipino products such as Tinukib and Kultura.

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 In order to attract more buyers in this generation of increasing technology and to increase
its scope, there will be a Facebook page for products offered carrying the brand name Cagbang,
Pottery using the retailer’s shop as a location. A member of the community which is expert or
highly literate in using computer will handle the page. Since almost all of the population have
Facebook accounts, there is a higher probability that they can view the offers. The customer will
order the product through messaging the page and specifying what he or she will order. The
producer will just deliver the product to the retailer and the retailer will be responsible of handling
them to the purchaser. There will also be a cut off order time and the pick-up date will be
determined to avoid misunderstanding and dissatisfaction by customers.

In attaining success, the intermediary and the organization will work together in valuing
customers. The intermediary would be responsible for determining the terms of payment between
them and the customer. The intermediary will also be the one to pick up the products they ordered
in Cagbang. They will continue their practice where there is a specified date for picking up the
products.

As an incentive of helping promoting the products and making them available to target
market, the intermediaries will be given discounts when buying in bulk. Also, to motivate them in
increasing the effort of selling the products, a limited edition design which is usually offered will
be given to the intermediary with the highest sales for the year.

4. Promotions
Marketing Communications Objectives
To endorse the Cagbang Pottery Brand and products to target audience and target
market, the promotional mix of this marketing plan will comprise advertisements, public relations
and sales promotions. The use of promotions mix is to introduce a brand name of Cagbang
Pottery and communicate their brand positioning and differentiation of their products to
competitors. To achieve and construct an effective and efficient promotions strategy, the
promotions mix is applied to the stages of awareness, interest and desire, and action.

The goal of the researchers is (i) to increase brand awareness and capture 80% from the
qualified and available market; (ii) to gain the interest and desire by 50% of those made aware;
and (iii) to earn and secure the 15% of the market showing the interest and desires into taking
an action.

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Marketing Communication Strategies to Target Market
Big Idea: “Reshape and Relive”

Phase 1: Awareness
To introduce its strong brand name in the industry, Cagbang Pottery should first capture the
attention of target audience and target market. This is prior to the launching of new product ideas
stated in this marketing plan.

a. Campaign: Content Marketing: “Brands Do Matter”

Objective and Message: To choose Cagbang Pottery over other brands. This marketing
campaign will communicate the need of consumer to seek a brand that will embody their
personality and value they sought. This campaign is to highlight the differentiation of Cagbang
Pottery which is reshaping and reliving culture by using their cooking pots. It is to convey the
mission of the Pottery which is to experience or re-experience Filipino culture by cooking dishes
with them.

Rationale: The pottery products of each competing brands are hard to differentiate with each
other. The consumers basically bought what is readily available in the market without seeking a
specific brand to render their desired satisfaction through a product.

Tools: Online Posters, Videos, and Facebook buzz

Execution: The pottery will create a Facebook account where online posters and videos will be
posted. The posters and videos will communicate the objectives of the campaign to know
Cagbang Pottery and choose it over other brands. The tools will provide the history, facts and
mission of the pottery and will highlight their drive of experiencing culture.

Also, continuous update of Facebook page is to be done to create awareness to all

Facebook users about the Pottery. The page will be linked to other governmental pages like
Department of Tourism.

Campaign Material:

35
 Figure 2. Shows the collateral for “Brands Do Matter”

b. Campaign: Traditional Marketing: “What Do We Offer?”

Objective and Message: To know the products offered by Cagbang pottery. This is for the
consumers to be aware of the cooking pot’s variances made available by the pottery. To know
and to be aware is not just about memorizing their names and sizes but also to fully understand
and recognize their products. This is to communicate how their products will embody the
experience of culture, while making the life of consumers easier.

Rationale: The point where a brand can achieve their brand promise and mission is to produce
and provide a product that would do so.

Tools: Brochures, Pamphlets and print ads

Execution: The Pottery will be assertive to put up printed ads in the key cities both in Iloilo and
Antique province. The printed ad will show their key product, the cooking pots and its basic
characteristics. Also, for more detailed information about each product variances, the pottery will
provide brochures and pamphlets. These pamphlets and brochures will be made available in
government offices in Iloilo and Antique province. It will be distributed widely during there is big
events like Dinagyang Festival in Iloilo City, Salakayan Festival in Miag-ao, and Binirayan Festival
in Antique. In these events people are concentrated in one area, thus distribution would be easy
to be done.

36
Campaign Material:

Figure 3. Shows the collateral for “What Do We Offer”

Phase 2: Interest and Desire

After making an awareness about their brand and products, the Cagbang pottery should
design campaigns and activities to engage them. The pottery should launch activities that will let
the customers experience their products and values. The first step of this phase is to capture
interest from the attention given from the awareness stage. This interest will continuously grow
into desire by a series of follow ups and engagements.

a. Campaign: “POTmalu: Gaano ka lupet ang pot mo?”

Objective: This is to make the customers notice the differences the cooking pots of Cagbang
Pottery made into their lives. This notification can make them realize the importance of every
usage they make with the product. The campaign will prompt an answer to the question, “What
value does my cooking pots delivered and added into my life?”

Rationale: Extensive usage of cooking can make consumers not realize that everyday potteries
are making differences into their lives by waking up cooking the foods the family are sharing three
times a day. They are becoming basic commodities rather valuable ones.

Tools: Facebook Posts and Sharing, Personal talks and Buzz Marketing.
Execution: In the Facebook Page of the pottery, sharing of personal stories and experiences of
using the cooking pots of Cagbang Pottery will be posted. These stories can be an experience of

37
bonding, friendships, families, and other struggles and triumphs of pottery users through using
cooking pots. The hashtag, #KwentongPOTmalu will be used in every posting and sharing. Video
series will also be converted from these stories.

Personal Talks or Buzz marketing can also be done to share #KwentongPOTmalu. An

avenue can be opened to let loyal users engage with non-users and potential users like small
talks and programs. The small talks will highlight how culture influenced our current way of living
and how can be give importance to it.

Campaign Material:

Figure 4. Shows the collateral for “#POTmalu”

b. Campaign: “Ready, Shape it, Go!”: A Pottery Making Activity

Objective and Message: The customers already know the effects and importance of the cooking
pots into the lives of consumers. Now, the campaign will aim to engage the customers in
experiencing the creation of the value and actual pot making. This will design a fun and interactive
program that will demonstrate the process and the passion of making and shaping pots into usable
tools.

Rationale: Research shows that human appreciates more things when they are actually have the
experience and understanding on how it is done.

Tools: Printed posters, Online collaterals and Government Partnerships

38
Execution: With the partnership with the local government in Miag-ao, a pottery making activity
will be executed with participants in all age levels. To disseminate the information printed posters
will be distributed in key areas all over the municipality of Miag-ao. Other participants is also
welcome to join and online collaterals will be used to spread the information. Participants will be
taught and will be provided with demonstration on how to make cooking pots and how to design
it. They can also make their own designs and find new ways to innovate their process on making
pots. Through this, we can reshape pottery making.

Campaign Material:

Figure 5. Shows the collateral for “Ready! Shape It! Go!”

c. Campaign: “POTluto Cooking Contest”

Objective and Message: This campaign is intended to showcase the authentic flavor and savor
brought by the cooking pots in cooking traditional Filipino dishes. Also, to engage the customers
that really have the strong passion and talent in cooking to manifest their skills. Through this
cooking pots are not only promoted but customer experience is also heightened.

Rationale: Cooking through clay pots bring more palate to dishes. Studies states that due to the
porosity of texture of the clay pot, moisture and heat circulate evenly through it while cooking.
Clay pots take a longer time to heat than metal pots. This even and slow cooking plays very
important role in retaining nutrients inside the food.

Tools: Printed Ads, Online Collaterals and Partnership with Camiña Balay nga Bato

39
Execution: A cooking contest will be held in Camina Balay nga Bato. There will be two categories,
a student category and for adults category, preferably 30 years old- 50 years old. For student
category, ten (10) students from different universities from Iloilo and Antique will be invited to join.
For the adults category, also ten (10) participants will be invited from different key municipalities
in Iloilo and key cities in Antique. The information will be disseminated through the Facebook page
of Cagbang Pottery and printed ads to be scattered in municipalities in Iloilo and Antique. The first
10 registrants in each category will be the official participants for the contest.

Campaign Material:

Figure 6. Shows the collateral for “POTluto”

d. Campaign: “Pot the Difference”: Cagbang Pottery Trade Fair

Objective and Message: This campaign is designed to display and exhibit the cooking pots
variances of Cagbang Pottery. This is with the partnership and support of the Department of Trade
and Industry and Department of Tourism. The purpose of which is to bring more customer
experience through the familiarity of the actual product. In addition, through this exhibit, the pots
will symbolize the rich culture of Miag-ao and their heritage and tradition.

Rationale: Exhibits can attract more audiences than symposiums. Also, through trade fairs, the
actual pottery products of Cagbang Pottery can reach the customers.

Tools: Printed Ads, Online Collaterals and Sponsorship from Government Sectors
Execution: With the sponsorship of the Government Sectors, the cooking pots of Cagbang
Pottery will be brought to Iloilo City and San Jose, Antique to be exhibited. The exhibit will be
done in Robinson’s Mall Antique and SM City Iloilo because customers are more concentrated in

40
these venues. For the dissemination of information, printed ads will be distributed in public places
such as public plaza, schools and public establishments. Online Posters and collaterals will also
be posted and spread in Facebook.

Campaign Material:

Figure 7. Shows the collateral for “Pot the Difference”

Phase 3: Actions
After capturing the interest and desires of the customers, the brand must move the customer
to do the actual purchase of the product. To encourage the customers to purchase and
continuously purchase the pottery product, sales promotion are best used.

a. Campaign: “Tapat na SaPOT”: Percent discounts for frequent customers

Objective and Message: To acknowledge the loyalty of frequent customers of the Cagbang
Pottery, percent discounts and promos will be offered to influence their more succeeding
purchase.

Rationale: People respond to incentives. Having discounted prices and more combo promos,
customers and loyal a customers will have more reason to continuously purchase the products
because they will gain more value to their money.

Tools: Discount Coupons

41
Execution: The Cagbang Pottery will record its first time and returning customers. They will take
note the times a specific customer come back to purchase their products. Discount coupons will
be distributed.

Campaign Material:

Figure 8. Shows the collateral for “Tapat na SaPOT”

b. Campaign: “LolliPOTs”: Freebies for Customers during Special Occasions

Objective and Message: The objective of this campaign is to increase the customer’s interests
and experiences with the products through receiving extras and special promos during special
occasions.

Rationale: Alike with the Campaign A of the Action Phase, people respond to incentives. Having
discounted prices and promos during special occasions, customers and loyal customers will have
more reason to continuously purchase the products because they will gain more value to their
money.

Tools: Product Freebies, percent discounts and special gifts

Execution: The Cagbang pottery will offer a 10% discount during the following holidays and
events: New Year’s Day, Mother’s Day, Father’s Day, All Soul’s Day and Christmas, when cooking
dishes are done by most Filipino. On the mentioned occasions, customers will receive a discount
coupons and freebies like buy one take one.

Special occasions also includes Birthdays and Anniversaries. By posting a picture in the
Facebook Page of Cagbang Pottery showing that the pots are used in cooking the dishes served

42
in celebrating the occasion. The photo shall have a caption that would describe the value created
by the pots. Then, special gifts will be given, who knows it can be sweet as lolliPOTS, err, lollipops.

Campaign Material:

Figure 9. Shows the collateral for “Lollipots”

C. Marketing Communication Strategies to Marketing Intermediaries or Channels

Advertisement
To provide necessary information and product criterion to resellers and other market
intermediaries, the Cagbang Pottery should provide brochures and print ads. These tools shall
provide necessary data about the product differentiation. Like in target market, the brand shall
encourage and capture the awareness of the market intermediaries.

The market intermediaries would have to create a reason to embody the pottery products
of Cagbang Pottery.

Personal Selling
Personal Selling will promote the Cagbang Pottery products to resellers and other
organizations that could help in reaching far distant customers. This is to relay the advantages,
benefits and differentiation through face-to-face promotion. Through personal selling, it aims that
market channels can be fully informed and encouraged to sell the products.

Buzz Marketing and word-of-mouth marketing would be of great help to make personal
selling successful. To have strong relationship with the resellers and market intermediaries,
communication should be constant.

Sales Promotions

43
 To increase the relationship and partnership level with the market intermediaries, the
pottery should provide incentives to stimulate additional value to them. The pottery can offer
percent discounts and extra freebies when buying in big bulk orders.

5. People
Cagbang pottery needs a clear and well-designed people strategy for its production to
strive and survive. People will have profound effect to the business’ image because they have
direct contact with the customers and the production. For Cagbang pottery, the highlight of its
people strategy would be trainings and workshops for the local potters that are conducted by
government agencies such as Department of Trade and Industry and Department of Tourism. It
is to broaden the potters’ knowledge about the production process and discover newer and faster
ways of doing things. Through these trainings, potters are honed to become competent in this
particular craft. Also, the skills they lack are imparted to them.

To promote sustainability and continued existence of the passion and skills in pottery
making, young local residents will also be encouraged to attend workshops and trainings. The
ideal date for these workshops would be during the months of April and May so that there are no
classes.

Employee support which includes employee health care support and safety will also be
pursued. Potters especially those of ages 40 and above need to have a good eyesight and
immune system for work efficiency. So they will be required to undergo check-up and medical
assistance programs regularly.

To maintain and manage the business’ Facebook page, an individual who possess
necessary technical skills will be given the assignment. Meanwhile, to entertain personal inquiries
and questions through phone call, a local potter who has all the information about the business
will be put in the position. Ideally, a female resident will be given the task because women are
known to have deep understanding and patience in explaining details and can communicate in a
very descent and approachable way. Cagbang pottery will be partnering with local skillful artists
who are at par with the existing market standards when it comes to drawing and painting. Finally
to accommodate visiting customers who visit the community, an individual with superb
interpersonal skills will be delegated with the task.

44
 6. Process Strategy
The inquiries of customers on products, way of purchasing and paying will be entertained
by a point-person from each channel through messages, calls, emails, or chats in social media
platforms. He is already briefed of all the information regarding the business, products and means
to purchase and pay. The products will be both available in the main store which is the Pasalubong
Center in Miagao and the marketing channels around Iloilo and Antique. Customers can obtain
already made and pre-designed potteries from those locations. All they have to do is come there
and make a purchase.

In cases when the customer would want to specify some aspects of the product such as
size and design, or purchase in bulk, orders can be placed through messages, calls, emails or
personal visits to the channels. Through the social media sites of the business, the customers
can find the contact details of each channel’s point-person. This point-person will receive the
orders and relay the information to the head of a channel. This is done to meet orders efficiently
in cases when orders would come from areas outside of Miagao, the customers will be directed
to the channel closest to them. To make an official order, the customer would have to state the
number and types of products it will purchase, the customer name, contact details and means to
pay. Once in a while, the customers will be contacted for updates on the status of the order.
Payments can be done by means of cash-on-delivery when products are delivered to the
customers, and partial payment or full payment when collecting the products in the channel,
depending on what the customer and the point-person had agreed upon.

Customer satisfaction is very important for the growth of the business, not only on the
products but also on the customer service aspect. A month after a purchase is made, the
customers will be asked to rate the performance of the products and the service. These feedbacks
will serve as bases for improvement of the business.

7. Physical Evidence
In order to maximize the service and to gain customers’ satisfaction, a Facebook account
will be created for the business where consumers can derive additional information about the
business and products, and how to make a purchase. The Facebook account will be of a Page,
and will have the products in the cover photo and the brand logo in the profile picture. In the About
part of the page, a brief about the business will be placed, the contact information of each
channels and their store hours. The page will contain posts on updates about products, new

45
designs, sales campaigns and other activities. Promotional pubs will be made digitally such as
photos, GIF and posters to be posted in this page.

The Pasalubong Center which will serve as the main store of the business will be stocked
with the potteries. Other businesses share the center as well, so Cagbang Pottery will only occupy
a space there. Its logo, printed on sticker paper, will be pasted in the shelves for customers to be
able to identify the products from the many shelves. Printed pubs will be posted in the space
allotted for the business so that customers that might drop by will be informed of announcements
about the business and the products. And a staff of the Pasalubong Center will look after all the
various products from other businesses in the store.

Customers should be able to identify Cagbang Pottery products when mixed with other products,
so the designs were made sure to be unique as a whole and has distinctive aspects in the designs
that customers would easily associate to the business. Additionally, the brand logo will be
stamped on the surface of the potteries with the use of a wood stamp, with a 1 inch by 1 inch size,
where the logo is carved. A string of buri will be tied around the neck of the potteries with a piece
of tiny cardboard at the end where the logo of the business will be placed. The cooking pots will
either or both have carvings and colors for designs.

VII. Action Programs and Implementation Schedule

Implementation

46
Campaigns 2018 2019
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Phase 1: Awareness
“Brands
Do Matter”
“What Do
We Offer?”
Phase 2: Interest and Desire
POTmalu:
“Gaano ka
lupet ang
pot mo?”
Ready,
Shape it,
Go!
“POTluto “
“Pot the
Difference”:
Phase 3: Action
“Tapat na
SaPOT”:
“LolliPOTs”

47
VIII. Financial Forecasts
BREAKDOWN OF MARKETING EXPENSES

Marketing Budget Cost Quantity Total

Campaigns

AWARENESS

Brands Do Facebook page P259.00 7 P1,813.00

Matter maintenance= (7 days for 1
year)

Facebook post boost(14 P35.71 70 P2,499.70

days x 5 times)

Facebook Video for a P1,000.00 1 P1,000.00

month

What Do We Printed Posters ( 36” by 48”) P52.00 25 P1,300.00

Offer?

Printed Pamphlet (8” by 4”) P 8.00 400 P3,200.00

TOTAL P9,812.70

INTEREST AND DESIRES

“POTmalu: Facebook post boost (14 P35.71 70 P2,499.70

Gaano ka days x 5 times)
lupet ang pot
mo?”

48
 Prizes/Give-away P257.50 2 P6,437.50

Ready, Shape Printed posters (18” by 24”) P26.00 20 P520.00

it, Go!: A
Pottery
Making
Activity

Transportation fee for P 300.00 2 P600.00

materials

Transportation fee for local P 30.00 15 P450.00

potters volunteer

Paint(Gallon) P250.00 5 P1,250.00

Paint brush P25.00 20 P500.00

Prize P250.00 5 P1,250.00

General Admin P1,000.00 1 P1,000.00

“POTluto Printed Posters (9” by 12”) P13.00 40 P520.00

Cooking
Contest” Facebook post boost (7 P35.71 14 P499.94
days, 2 times)

“Pot the Facebook page boost (7 P259.00 7 P1,813.00

Difference”: days)
Cagbang
Pottery Trade
Fair

Facebook post boost (7 P35.71 14 P499.94

days, 2 times)

Printed posters (18” by 24”) P26.00 80 P2,080.00

Transportation fee for P500.00 1 P500.00

products(Miagao- San
Jose, Antique)/Roundtrip

Transportation fee for P180.00 5 P900.00

volunteers (Miagao- San
Jose, Antique)/ Roundtrip

49
 Transportation fee for P500.00 1 P500.00
products(Miagao-Iloilo
City)/Roundtrip

Transportation fee for P120.00 5 P600.00

volunteers (Miagao-Iloilo
City/ Roundtrip

Set-up decorations P1,000.00 2 P2,000.00

Total P24,420.08

ACTION

.“Tapat na Printed Coupons P2.50 400 P1,000.00

SaPOT”:
Percent
discounts for 10% Discounts on P10.50 400 P4,200.00
frequent products, Average Price=
customers P105

“LolliPOTs”: Facebook post boost( 7 P35.71 14 P499.94

Freebies for days 2 times)
Customers
during Special
Occasions

Freebies P15 400 P6,000.00

Total P11, 699.94

Grand Total=P45,932.72

Marketing expenses for 2 years= P45,932.72 x 2= P91,865.44

Table 4. Shows the Financials for the Marketing Campaigns

Operation and Description Cost Quantity Total

Production Items
Buri Packaging for P0.50 21,000 P10,500.00
products.
Sticker Logo Label for the P3.00 21,000 P63,000.00
product.
Product stamp Stamp will be P250.00 3 P 750.00
logo used as part of

50
 label.
Paint Will be used for P250 25 P6,250.00
product design
Burnish Finishing P120 15 P1,800.00
material applied
to regular
cooking pots.
Paint brush Compliment item P25 30 P750.00
of paint for
designing.
Artist’ Salary Fee given to the P 10,000 12 P120,000.00
two artists who
design for the
product per
month.
Charcoal Material used in P130.00 12 P1560.00
the heating
process.
Wooden shelf Display shelf P2,000.00 1 P2,000.00
with dimensions
50” by 70”
Record Books 150 leaves P 50.00 10 P500.00
record
Annual Management and Operations Expense total= P207,110.00

Total Management and Operations Expense= P207,110.00 x 2years= P414,220.00

Table 5. Shows the Financials for Operations and Production

Total Budget for 2 years P530,000

Marketing Campaigns for Two (P 91,865.44)

Year
Operation and production (P414,220.00)
Budget for Two Years
P506,085.44

Contingency budget for 2 years P 23,914.56

Table 6. Shows the Budget Breakdown

51
 Breakeven Sales in units 1,641 units

Table 7. Shows the Breakeven Sales in Units

Expected Sales for 2 years (21,347* x P107*) x 2 P4,568,258.00

Estimated COGS for 2 years P414,220.00

Gross Margin (P4,154,038.00)

Selling and Administrative expense (P91,865.44)

Gross profit P4,062,172.56

Table 8. Shows the Expected Sales

IX. Controls

Monitoring the track and progress of the marketing plan is significant to ensure that the
marketing return is maximized. Analysis of the actual performance based on the projected data
will be done to determine if the plan is still being followed, or if there are deviations that need to
be addressed as soon as possible. Any changes that need to be made will be based on the
analysis of marketing controls.

Consumer Feedback
Consumers are the best source of information on how can products and services be
improved thus, gaining and analyzing consumer insights is a need. Customer feedback will be
obtained through surveys both printed and online and a database will be used to send email to
the consumers through the automatic text messaging. Questions regarding consumers
experience with the product, and any inquiry they have regarding our latest marketing plan will be
asked.

Target Sales

52
 The actual sales will be compared to the marketing plan standard to identify the changes that
occurred in the target market. If the projected target market sales is positive, it indicates that the
activities done are on the right track and the team are doing a great job in penetrating the target
market. Otherwise, it indicates that more thorough research needs to be done to see why the
target market is not responding to the strategies that have been presented and implemented.

Marketing Budget
Revenue earned and expenses incurred will constantly and closely be monitored. All
cost will be considered and looked at in order to minimize expenses and at the same time
maximize sales. Examining expenses is important in order to determine the causes of the
changes in spending and to maintain the budget.

X. Attachments/Appendices

Survey Responses

Figure 10 . Shows the ages of the 50 respondents of the survey

53
 Figure 12 . Shows the Role of the
Figure 11 . Shows the Gender of the
respondents play in the Family or
respondents
household

Figure 13. Shows the Monthly Income

of the respondents

Figure 14. Shows the interest of the Figure 15. Shows the current usage of
respondents in cooking respondents of cooking pots (koron)

54
 Figure 16. Shows the reason why the users use cooking pots

Figure 17. Shows the usage of users

of koron per day Figure 18. Shows the consideration of
users of using koron in gas stove

Figure 19. Shows the influence of 55

users in buying koron
 Figure 20. Shows the current spending
of users in purchasing koron

Figure 21. Shows the usual no. of

items the users buys in each purchase

Figure 22. Shows the why the non-users of are not using
koron

56
Figure 23. Shows the circumstance when a non-user will use koron

Figure 24. Shows the familiarity of the

respondents to Cagbang Pottery

57
 industry

Figure 26. Shows where do respondents usually buy pottery

products

Figure 27. Shows the willingness of respondents to buys Cagbang

Pottery’s products if they are accessible

58
Figure 28. Shows the improvements the respondents seek for pottery
products

59