MARKETING PLAN OUTLINE

A. Mission Statement
To provide the finest quality and great tasting ice cream to generations of
customers and make them feel warm while giving them the cold treatment.

B. Diagnosis: Where are you right now?

The establishment of the firm which is named "I See Ice Cream" is now on
its first stage having intense marketing since its a new in the market. Maybe in
its present situation it is in the process of making progress building customer
loyalty through excellent service and product offering but as the business move
forward, it will experience its profitable adventure and can give a lot of benefits to
its employees and also to its customer.

C. Product/Service

Fig. 1

As fig. 1 shows what will be the kind of product that I See Ice Cream can
provide. From its name, people will be aware that upon entering the business
they can see different ice cream products which they can enjoy. The proponents
wanted a business wherein customers can be fully satisfied with their orders. The
proponents decided to have a slogan that subject of focusing the ideal type of the

business. The slogan "We Got Something Special" directly describes that the
business offers something different. The business offers unlimited ice cream
wherein customers can choose their own flavors. It also has free wifi for those
customers who want to use the internet.
The strengths of this kind of business is the price ranged ice cream which
allows customers with different income to be able to purchase its products. The
customers will also enjoy the free and quirky experience within the business.
They can also use the internet while purchasing the product with the free wifi
connection.
About its weaknesses, the business needs an intense marketing since it's
a new product in the market. The competitors have more edge like they already
built relationship more than us to customers.
The price that the business charge for each product is the cost ranges
from 99Php to 180Php for special ice creams. For 200Php, customers can
indulge in the ice cream buffet within 2 hours.
The I See Ice Cream workers are approachable and can build a good
relationship to its customers.
D. Market
According to published sources, San Jose is the biggest barangay in
Montalban, Rizal in terms of number of voters and population. The "I See Ice
Cream" consists of most 12-35 years old customers. A kid, teenagers, kids at
heart, male or female almost all types or kinds of people love ice cream and

could be our target market. The firm usually targets a lower-to-middle-class

income earner with message of low-price, affordability or great value. Our longer
hours of operation will allow us to widen our customer base within each segment.
Our product can be the stress reliever to those people that are stressed with their
everyday work. To totally have a refreshing and comforting mood, the ice cream
creations that we experienced could definitely help them out with that.
E. Distribution
The proponents will use a modified fliers or pamphlets that would help
attract potential customers whereby given to people in a particular place. The
distribution of the given fliers or pamphlets has a specific details when it comes
to the product and service. Contact number, address and other essentials.
The proponents decided to establish a business that offers an unlimited
ice cream, huge scoops of ice cream. The customers can approach kuya
sorbetero for a refill if they think that they're ready for the next round. Vanilla,
chocolate, strawberry and mocha are the flavors that they can choose. The buffet
depends on the availability of the flavors. Four scoop at a time. However, if they
can no longer take a whole scoop but they still haven't tasted other flavors, they
can ask kuya sorbetero to give them small amounts of each.
F. Promotional Strategy
On its beginning stage, it is in need of exposure itself. However, the
proponents decided to make a plan for the publicity of the business.

The proponents decided that the business will use a personal selling. This
type of promotion would also be of great benefit to the business as, similar to
both advertising and trade fair/exhibition strategies, allow the customers to gain a
brief insight into who and what we are. He/she who is acting on behalf of our
business will be roaming around the mall where the business or store is located,
promoting and advertising our product to people at the mall, handing out
pamphlets and business cards to make them aware of our new store and the
convenience of its location, as well as leading them to the store and buying our
product. Also, to further promote the business, having the promoter dress up in a
costume, for example, in the shape of an ice cream, would be effective in luring
children and their parents to the promoter, thus, having more customers be
aware of the business and the product.
G. Competition (Direct and Indirect)
The I See Ice Cream competitor is the Ice Cream House. Some of its
strength is it already built customer trust in terms of service and quality food
products. The store also has a good ambiance. About its weakness, the
employees are not good in dealing with customers.
Another competitor is the Snowpy Soft Ice Cream franchise. It also do
have edge like they already built relationship to customers. And because their
firm is in a long-run and has many franchises around Manila and other places, it
can now show good developments that will provide connection to the customers.
Their products are also affordable in price. The only weakness of the firm is that

when the customer will avail a single order and avail another one because they
feel like they're still not full, they will pay for more.
The I See Ice Cream believes that we must not limit ice cream businesses
to those who are privileged. So to satisfy this concern, the proponents come up
with an idea of putting up an unlimited ice cream business.
H. Pricing
The proponents decided that the price of the Ice Cream is based on the
economic growth of the country or the price of the minor and major ingredients of
the Ice Cream. The price of the Ice Cream will be dependent on how the market
price of the main ingredients is. Any change of the price of the Ice Cream will be
taken into consideration to the factor that measures the consumers capability to
purchase the product.

I. Action Plan
Goal I:

Build customer loyalty through excellent service and product offering.

Strategy A:
Ask customers to fill out comment cards rating their experience on our
service.
Strategy B:
Resolving customer complaints, being honest, providing a consistent level
of service, and being reliable to them.

Goal II:
Make the business the word of mouth of the target market through its
innovative of product offering.
Strategy A:
Start a Facebook page for the store and post regular updates and sales
and store information.
Strategy B:
Summer festivals are ideal places to market ice cream, as hungry festivalgoers are eager to try a cold snack. Giving them discount card or business card

to fair customers who will like our ice cream will remember us as the excellent
fair vendor and may patronize our shop.
Goal III:
Increase sale by 20% in the second year of operation.
Strategy A:
Use social media such as Facebook, Twitter, Instagram and Blog to our
advantage. By building relationship with customers through these channels, the
firm can access more people than ever.
Strategy B:
People don't buy products, they buy the results that product will give. Start
a process of developing the ideal customers by making list of all the benefits that
the customers will enjoy by using our products and services.

J.

Curriculu
m

Vitae

AIREEN KATE FESARITON LANDICHO

Blk 5 Lt 32 Montavilla Phase II Burgos
Rodriguez, Rizal
aireenkatelandicho@gmail.com
09169671721

II. PERSONAL DATA

Date of Birth
Place of Birth
Age
Height
Weight
Religion
Citizenship
Civil Status
Fathers Name
Mothers Name

:
:
:
:
:
:
:
:
:
:

September 9, 1996
Marikina City
19 years old
55
43 kg
Iglesia Ni Cristo
Pilipino
Single
Orlando G. Landicho
Ligaya F. Landicho

III. EDUCATIONAL BACKGROUND

Tertiary

: University of Rizal System

Rodriguez, Rizal
Bachelor of Science in
Business Administration
Major in Human Resource
Development Management

2013-Present

Secondary

: Burgos National High School

Burgos Rodriguez, Rizal

2009-2013

Elementary

: Burgos Elementary School

Burgos Rodriguez, Rizal

2003-2009

MICA BALASTA JAUOD

174 Sitio Libis Rosario
Rodriguez, Rizal
Chayyine06@gmail.com
09351340516

II. PERSONAL DATA

Date of Birth
Place of Birth
Age
Height
Weight
Religion
Citizenship
Civil Status
Fathers Name
Mothers Name

:
:
:
:
:
:
:
:
:
:

September 12, 1995

Marikina City
20 years old
56
47 kg
Iglesia Ni Cristo
Pilipino
Single
Eliseo S. Jauod
Regina B. Jauod (Deceased)

III. EDUCATIONAL BACKGROUND

Tertiary

: University of Rizal System

Rodriguez, Rizal
Bachelor of Science in
Business Administration
Major in Human Resource
Development Management

2013-Present

Secondary

: General Licerio Geronimo

Memorial National High School
Geronimo Rodriguez, Rizal

2008-2012

Elementary

: Eulogio Rodriguez
Elementary School
Balite Rodriguez, Rizal

2002-2008

SHARA MAE AWIL GARCIA

Blk 34 Lt 12 Montalban Heights San Jose
Rodriguez, Rizal
sharamae_garcia2002@yahoo.com
09757187189

II. PERSONAL DATA

Date of Birth
Place of Birth
Age
Height
Weight
Religion
Citizenship
Civil Status
Fathers Name
Mothers Name

:
:
:
:
:
:
:
:
:
:

August 13, 1996

Quezon City
19 years old
51
49 kg
Roman Catholic
Pilipino
Single
Eduardo P. Garcia
Rosebie A. Garcia

III. EDUCATIONAL BACKGROUND

Tertiary

: University of Rizal System

Rodriguez, Rizal
Bachelor of Science in
Business Administration
Major in Human Resource
Development Management

Secondary

: Montalban Heights
Nat'l High School
Villa Ana Subd. Rodriguez, Rizal

2009-2013

: Rodriguez Heights
Elementary School
Montalban Heights Rodriguez, Rizal

2003-2009

Elementary

2013-Present

Marketing
Plan
In
Establishin
g of
I See Ice
Cream

Garcia, Shara Mae A.

Jauod, Mica B.
Landicho, Aireen Kate F.