Dynapak Plastic Bags manufactures customized plastic bags for banks and companies to store valuable items. Their 40 years of expertise in plastic bag production differentiates them from competitors. Their marketing plan focuses on their niche market of customized bags through public relations, personal selling, and leveraging their long history of quality products.

1. 10 Step
Marketing Plan for Dynapak Plastic Bags
Ryan Ang
Nov 2012

2. History
• Dynapak Phils Inc. is one of the Philippines
leading manufacturers in polyethylene film
bags for almost 40 years. We have achieved
this with our prompt services and high
quality plastic bags. Our products ranges
from the most basic plain bags to customized
security money bags. Our facilities can
manufacture more than 120 tons of
polyethylene film per month.

3. Step 1 - 5
1. The PTM of Dynapak Plastic Bags are banks and
companies that use high quality customizes
plastic bags used for transfer of money, and
storage of materials.
2. These banks and companies that store high
valued items (such as money, or items for
delivery)
3. They could go to other manufacturers such as
United Polyresins or Dynamic Plastic Mfg. Co
4. The Gap lies on the expertise in manufacturing
5. Market Size 2.5B php(2009)

4. Step 6-10
6. Product: Customized Plastic Bags.
7. Price: Higher Standard Plastic Bags
8. Promo: Public Relations and Personal Selling
9. Place: Philippines
10. Uses Niche Approach to Win.

5. 1. PTM: Corporate industry
• Demographic: Corporate industry
• These companies value the items they store in
these bags
• Customized for a very specific use, depending
on the customer.
• Client base from long history of quality
products provided.

6. 2. PTM achieves Safety and Security
need by the quality packaging

7. 3. Competition
• Direct - United Polyresins, Dynamic Plastic
Mfg. Co or other plastic supplier companies
• Indirect – Paper packaging or Box
manufacturers.
• Variables – Cost of import raw
materials, current trend of anti-plastic
campaign

8. 4. Positioning
• The Gap lies in the Expertise in manufacturing
• Dynapak Phils Inc. is one of the Philippines
leading manufacturers in polyethylene film
bags for almost 40 years.
• Targets a niche market of customized plastic
bags rather than marketing on mass consumer
plastic bags.

9. 5. Market Size
• In 2009 the Market size for Plastic Bags was
around 2.6B PHP.
• From last year it has decreased by 20-25
percent due to the mass ban on plastic and
anti plastic marketing

10. 6. Product
• The customized product is differentiated
because it is customized to the specific need
of the client.
• To have a higher end customized plastic, it
required a level of expertise in the production
process.

11. 7. Price
• The Price of customized Plastic is more
expensive than standard plastic, since there is
customization.
• Customized plastic bags are more durable for
the target product.
• Plastic bags are more economical than paper
products.

12. 8. Promo
• Public Relations – Through the PR of proper
usage of plastic, consumers will learn
– “Even if we ban plastic throughout the Philippines, we will
still have floods and we will still have a lot of trash because
we refuse to see the obvious solution which unfortunately
means each of us must work and do our share. The ban is
our escape but it will not work,” -Crispian Lao, the past
president of the Philippine Plastics Industry Association

13. 8. Promo
• Personal Marketing – since the target market
are companies, personal marketing is the
more effective approach.

14. 9. Place
• The primary location of the market is the
Philippines, but there are times, when there
are also clients outside of the country.

15. 10. Strategy to Win is through Niche
• Since the company is
targeting corporate use
of plastic rather than
consumer usage, it is
less affected by the
anti-plastic campaign.