Chapter I

EXECUTIVE SUMMARY

Presenting the innovation of new light designs that will be replaced for the plain

white lights. The Newspaper Lantern is development of lighting designs that is suitable

for making every place look good. It is composed of newspapers that are arranged to

become a beautiful lantern. It has unique designs and colors that fits on what you are

looking for. This lantern has a different purpose. It can be used inside the bedroom, in the

living room and also it can be put outside. Its adjustable product design will fit in every

place. This innovation of lighting design will put a standard in the new trends today.

Chapter II

THE CHALLENGE

Newspaper Lantern is a product that has a variety of places that can be installed.

The consumer can put it in and out of the house. It can be placed in the room, in the

living room and even in the kitchen. It is good to use because it has a beautiful design

that is attractive to look at. This product wanted to optimize the use of newspaper so we

came up with the concept of newspaper lantern. It can be adjusted and modified so it is

flexible and easy to adapt.

Mission

To design and produce a unique, energy-efficient, and environmentally friendly

product by creating a functional, adaptable, and efficient lighting project to reduce

destruction of environment.

Vision

To be recognized and accepted by the consumers in the market by providing good

relationships and good communication with people.

Objectives

1. To satisfy the consumer.

2. To be used efficiently.
3. To provide a good choice.
4. To enhance the quality of life of customers.

Chapter III

SITUATION ANALYSIS

A. Environmental Analysis

1. Political

Newspaper Lantern is registered with various agencies here in the Philippines. It

has the necessary documents and paperwork to get started. It ensures that it adheres to the

rules and regulations as well as government policies. The Newspaper Lantern is

registered and approved by the Department of Trade and Industry (DTI) and the Bureau

of Internal Revenue (BIR).

2. Economic

The product ensures that it meets the needs and satisfaction of the consumer. The

behavior of the customer highly affects the production and the consumption of the

product. The price of the product depends on the income and financial stability of the

consumer. The Philippine economy fits the needs and specifications of the product so

anyone can buy it.

3. Socio-cultural

This product is affected by consumers' beliefs and perceptions. It is also aware of

the different beliefs, differences of cultures and traditions that exist in the Philippines. It

respects the values of every customer in the Philippines.

4. Technological

This product uses only a few technology-related materials. It is hand-made but its

design and concept have technological ideas. It uses technology to fertilize and ship the

product to different locations. It also uses technology to communicate and introduce this

product. Innovation and development will take place over time.

B. Market Analysis

Newspaper Lantern's target market is primarily focused on adult and middle

income earners. This product is marketed in crowded areas and in the city to attract more
customers. The geographical area of the marketed product is concentrated in a crowded

area such as markets and near the city center. Newspaper Lantern is suitable in the

Philippines as it is less affected by the climates and it is suitable for use on special

occasions such as feasts. As such, it is easy to sell and can be customized anywhere and

around as long as there is a customer available. Product promotion is not difficult when

the distribution channel is broad and accessible.

Many people need different things when designing their home. The target

customers of Newspaper Lantern are the people who are related and related to this

product so they can be satisfied with their needs. This product is suitable for people who

are looking for home décor. Middle income earners and adults are often looking for

attractive designs and this makes it easier for them to interact with this product. The

features of this product can set the standards of the target market.

C. Competitor Analysis

There are many lighting manufacturers and lanterns in the Philippines. Different

brands and designs are currently on sale so this is a big challenge. Examples of existing

light-related products are here: Philips Lightings, GlobeLED Lightings, and FSL LED

Lightings. Philips Lighting is a global market leader with recognized expertise in the

development, manufacturing and application of innovative (LED) lighting solutions.

These products are the direct competitors of Newspaper Lantern so they need to be

considered.

The strength of those products is their popularity and leadership. Because they

have been running their business for so long, they have been able to establish a good
product image that makes them stand out from the rest. They also have a good promotion

and positioned their product, which is a factor in affecting the marketing of Newspaper

Lanterns. Their strength can also be a weakness. Due to the running time of their product,

there are people who have become tired of buying their product. There are some product

designs that do not fit the current trend and others are old fashioned. Other products also

use only low quality that causes people frustration.

There are products with good image and product positioning. They have already

gained a position in the Philippine markets so this is a major threat for new products like

Newspaper Lantern. There are also products that are different from other products which

makes them unique to others.

D. SWOT Analysis

Strengths

The strength of the Newspaper Lantern is as follows. Newspaper Lantern is made

of high quality recycled materials and is more affordable compared to other brands and

similar products. It can be used to design in various places in the house and is applicable

in any weather. It can be modified by putting the designated light unlike the other product

which are made with fixed light. It is very elegant, making it applicable to occasions. Due

to its unique characteristics, it is flexible and can be used to any weather conditions and

climate. It lasts longer than any other similar products due to its recycled materials. It is

made with newspaper that's why it is easy to carry. It is more convenient than other plain

lights. Its unique features at designs also makes it different from the others.
Weaknesses

Since it has the same product, it is not very new to the market. Few people are

aware of the product name. People still don't trust it because they haven't tried it yet.

Customer preferred design and standards affect the choice of the product to buy. It has

only a small promotion and little product distribution.

Opportunities

It can be used in different types and colors of light compared to others. It is eco-

friendly and stylish so many will have an interest in the product. It's adaptable. It can be

used on any occasion. Its product and design are suitable for any gender. It's easy to do

and only costs a little money and can produce a large number of products.

Threats

The only threats to this are the direct competitors of the product. The market is

well regulated by existing brands. There are also many marketable lights available. The

popularity of other products causes them to stand out. Personal choice and consumer

preference also affect Newspaper Lantern. It also includes the revenue and financial

stability of the target customer.

CHAPTER IV

COMMUNICATION STRATEGY

A. Positioning Strategy for the product

 Newspaper Lantern wants it to come up with today's market trends. It aims to be

the one of the famous and well known lantern product. The uniqueness in terms of the

designs and quality of the product made it recognized by the consumers. It wants to sell

online through various market platforms and sites and also by spreading to different

markets and stores nationwide. Product success depends on the designs and quality that

consumers can provide. Face to face selling is the most effective way to showcase the

product's quality and characteristics in order to demonstrate how they can see for

themselves how effective this product is. It also plans to sell on trusted sites so it's easy to

access and purchase. Product improvement and upgrades make them beautiful and

outstanding among other similar products.

The main purpose of this product is to maximize customer satisfaction,

affordability, convenience and maximize use of the product. It also wants to maximize the

benefits that every consumer will receive.

B. Market Segment that is targeted

Newspaper Lantern's target consumer is adult and middle income earners. It is set

up to locate markets and shops in the urban area and in the city center. It also intends to

market to crowded people to attract consumers. Since adult and middle income earners

are often in urban areas and cities, it is a great advantage to sell Newspaper Lanterns.

Online sites are always active for those who cannot afford the location of the remote

markets where Newspaper Lanterns are sold.

Since target markets are always open to today's trends, promoting Newspaper

Lanterns will be easy. Newspaper Lanterns will meet their needs so they can be satisfied
with their purchases. The Philippines has different weather conditions so having a

Newspaper Lantern in all weather can solve consumer struggles and problems.

Newspaper Lantern is the product that promotes convenience, customer satisfaction,

gender sensitivity, and the latest trends.

C. Product Strategy

Newspaper Lantern is a product that not only provides the light in every home but

meet their needs and expectations. The logo of the product has symbols to get consumers

an idea on what to buy. The lantern contains a house-like figure which symbolizes the

good relationship of each house by providing attractive designs within it. The newspaper

on the side shows of being environment-friendly. As a whole, the logo illustrates the good

nature of the product that helps to persuade consumers to buy it.

The packaging of Newspaper Lantern is based on its size. The small size of the

lantern has a box that contains the image of the actual appearance of the lantern and the

brand name, as well as the logo. It also has a short description about the product and

other useful labels at the back. Otherwise, the normal size of the product only contains
brand name and the logo attached to it. It doesn’t have a box since its size is not enough

to fit inside.

The Newspaper Lantern will use a safe and an earth-friendly materials. It is easy

to carry because it is only a light product. It is clean and 100% recyclable and reusable.

The benefits that a customer can get is the prolonged deterioration of the product since

the only thing that can be replaced is the LED light inside in it. It is safe so you will not

experience anything. It also lasts in rainy weather so there is nothing to worry about.

D. Price Strategy

Raw Materials Resources

Raw Materials Unit Price

Newspaper ₱ 10 / piece
Balloon ₱ 10 / piece
Spray paint ₱ 100 / piece
Glue ₱ 15 / piece
Scissor ₱ 40 / piece
Ribbon ₱ 10 / yard
LED Light ₱ 100 / piece

Product Costing
 Quantity Raw Materials Unit Price Unit Total Cost

20 pieces Newspaper ₱ 10 / piece ₱40

1 piece Balloon ₱ 10 / piece ₱2

2 pieces Spray paint ₱ 100 / piece ₱40

10 piece Glue ₱ 10 / piece ₱ 20

1 piece Scissor ₱ 40 / piece ₱8

2 pieces Ribbon ₱ 10 / yard ₱4

1 piece LED Light ₱ 100 / piece ₱20

Markup: 12% ₱ 16

TOTAL SUGGESTED RETAIL PRICE ( SRP ) ₱ 150

Newspaper Lantern provides a high-quality product customized to its client’s

needs. The value of the product can be enjoyed by the consumers. The proposed price of

the product is affordable because the amount of the lantern is only₱ 150. The materials

used are high-quality but they are few so that they are not expensive. Customers can also

buy a promo bundle that contains both small and normal size lantern that are more

affordable to buy.

The price compared to other product is less because the materials used in other

products are more expensive. The price of the product is in line with other products to

convince consumers to buy it since it is also affordable.

E. Place Strategy

Newspaper Lantern uses direct marketing. Since it is compact, lightweight, and

nonperishable, it can be shipped from its source directly to its customers in a market. The
fact that the Newspaper Lantern can ship to multiple locations for each customer is an

asset in selling this product. Newspaper Lantern will use social media to further facilitate

its communication with customers. People can go to the page and choose the desired

product design without wasting time on the market. There are trusted sites you can visit

to purchase online.

CHAPTER V

BUDGETS AND CONTROL

A. Budget for Advertising

ITEMS UNIT COST TOTAL COST

Public Relations
Promodiser

Rate per hour = ₱ 100 x 6 hours x 7 days ₱ 4,200 ₱ 4,200

Sales Promotion
Flyers Printing = 800 pcs. x ₱ 1 ₱ 800 ₱ 800
Digital Marketing
Facebook Ad = ₱ 500 x 7 days ₱ 3,500 ₱ 3,500
Contingency Plan ₱ 5,000
TOTAL ₱ 13,500
 B. Contingency Plans and Risk Management

In this plan, it includes the weaknesses and threats to the product and its

corresponding solution on how to minimize them.

1. Being new to the market

Since this product is relatively new to the market, it is not expected that

consumers will be easily informed. Consumers still need to assess how good their quality

is. To quickly identify Newspaper Lantern, it will start introducing people through

Facebook advertisements and face-to-face product introductions to people in the market.

2. Good quality products of competitors

Newspaper Lantern has many competitors. Most of it is proven because it is high

quality and recognized by people. Because of its good quality, it is not easy to change

people's choice of buying these same products as Newspaper Lantern. In this case, this

product will offer discounts and freebies on its first release in the market to attract

customers.

3. Customers’ choice of similar products

Many products are like Newspaper Lanterns. Because of this, customers also have

many choices. To mitigate this weakness, Newspaper Lantern, will be innovating quickly
to further appeal to consumers so that this product will be selected despite the wide

selection of products.
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 TABLE OF CONTENTS

Title Page-----------------------------------------------------------------------------------------------

Print Ads------------------------------------------------------------------------------------------------

CHAPTER I: Executive Summary

Introduction-------------------------------------------------------------------------------------------
1

CHAPTER II: The Challenge

Challenge--------------------------------------------------------------------------------------------- 1

Mission------------------------------------------------------------------------------------------------ 2
Vision--------------------------------------------------------------------------------------------------2

Objectives---------------------------------------------------------------------------------------------
2

CHAPTER III: SITUATION ANALYSIS

Environmental Analysis-----------------------------------------------------------------------------3

Market Analysis--------------------------------------------------------------------------------------4

Competitor Analysis---------------------------------------------------------------------------------5

SWOT Analysis--------------------------------------------------------------------------------------6

CHAPTER IV: Communication Strategy

Positioning Strategy ---------------------------------------------------------------------------------7

Market Segment--------------------------------------------------------------------------------------7

Product Strategy--------------------------------------------------------------------------------------8

Price Strategy-----------------------------------------------------------------------------------------9

Raw Material Resources----------------------------------------------------------------------------9

Product Costing-------------------------------------------------------------------------------------10

Place Strategy---------------------------------------------------------------------------------------11

CHAPTER V: Budget and Control

Proposed Budget------------------------------------------------------------------------------------12

Contingency Plans and Risk Management------------------------------------------------------13

Acknowledgement----------------------------------------------------------------------------------14

The Market Proponents----------------------------------------------------------------------------15

 “Newspaper
Lantern
For Indoor and
Outdoor Use”
By:

Torres, Jeremy A.

Delos Reyes, Angelica

Cepeda, Kim

Pascua, Nerissa

Perez, Richard Jerk

 ACKNOWLEDGEMENT

We are really grateful because we managed to complete our Marketing Plan within the

time given by our lecturer Ms. Cruz.

This plan cannot be completed without the cooperation of our group members: Angelica

Delos Reyes, Kim Cepeda, Nerissa Pascua and Richard Perez.

We also sincerely thank our lecturer in Principles of Marketing, Ms. Cruz for the

guidance and encouragement in finishing this assignment and also for teaching us in this

course.

Last but not least, we would like to express our gratitude to our friends for the support

and willingness to spend some time with us to fill our plan.

 The Market Proponents

Group 3, Grade 11 - ABM 7

Jeremy A. Torres
Angelica Delos Reyes

Kim Cepeda Richard Perez