This marketing plan outlines Fruit Magic's market segments and strategies to increase sales and profits. Fruit Magic develops healthy products that appeal to customers focused on health and wellness. The plan consists of promotions from March to July 2011, along with a jingle and flyer, to increase awareness of Fruit Magic's brand and products. Key objectives are to increase consumer awareness of Fruit Magic's healthy aspects by 5% and increase sales and profits at stores by 3% and 2% respectively through promoting Fruit Magic's healthy products and offerings. A SWOT analysis and competitive analysis are also provided.

1. I. EXECUTIVE SUMMARY
Fruit Magic develops products that are relate to the current trend of health and fitness. This marketing
plan illustrates our market segments and the strategies and promotions we are employing to get
customers and create a solid sales stream. The unique characteristics of Fruit Magic is its ability to
provide customers the healthy benefits that each product inherent. Customers are after the benefits
they receive not the product itself.
Fruitilicious Marketers, as what they call themselves develop strategies and tactical promotions and
strategise to provide developing opportunities both for the company and the customers. With these, it
will establish a stronger niche for the company and loyalty from the customers.
ill
The marketing plan consists of 5 sales promotions for Fruit Magic lounges and stalls which will be
executed from March-July 2011, and a mellow Fruit Magic jingle to suit the lounge’s cosy and relaxing
July unge’s
ambiance. Fruitilicious Marketers also considered designing a flyer to increase consumer awareness of
their brand and promote the variation of Fruit Magic’s healthy products.
II. THE CHALLENGE
The following marketing objectives are th focus of this marketing plan:
the
Increase consumer awareness of the healthy aspects of drinks and other products of Fruit Magic
by 5%.
1

2. Increase sales by 3% of Fruit Magic lounge in fruit magic lounge by promoting the healthy
products of Fruit Magic. The 3% came from PHP 521, 441.00 monthly sales of fruit magic
lounges and stalls.
Computation:
PHP 231.751894 - Average of shake’s prices
X 2500 - Regular number of cups served daily
PHP 57, 9379.735
X 30 - Number of days in a month
PHP 17, 381,392.05
X 0.03
PHP 521,441.00 - Projected Sales
Increase profits of store or stalls by 2% by offering the other healthy products of Fruit Magic.
The 2% came from PHP 347,627.842 monthly sales of fruit magic lounges and stalls.
Computation:
PHP 231.751894 - Average of shake’s prices
age
X 2500 - Regular number of cups served daily
PHP 57, 9379.735
X 30 - Number of days in a month
mber
PHP 17, 381,392.05
X 0.02
PHP 347,627.842 - Projected Sales
2

3. To be a company that both, promotes the total well being of people through provision of sound
well-being
options to those who are in search of a healthy lifestyle, and develops general public
appreciation and awareness for a fit and healthy way of living.
To ensure total satisfaction in its service through a team of happy, motivated, dedicated,
responsible, disciplined, and energized professional associates.
III. SITUATION ANALYSIS
A. SWOT Analysis
Strengths
o Captures certain percentage of coffee enthusiast.
o Leading in juicing industry
o Clear vision of healthy products
o Open for franchising
o Centralise commissary
Weaknesses
o Not easily found in rural areas.
o Employees are not well trained and unknowledgeable about Fruit Magic.
well-trained
o Offers small space unlike other similar stores.
o Lack of aggressiveness in advertising
Opportunities
o Nowadays, most people are shifting to healthy kind of living.
o Arising of much kind of diseases and sickness increases the demand of fruits and other
healthy products.
o People are now aware of the benefits of healthy products.
o Fruit Magic is a solution for people who are looking or needing for healthy products.
3

4. o People are inclined in the thing that will benefit them and will contribute to their
wellness.
o Changing age of possible target customers
o People are much aware of having rest
Threats
o Intense competition with both direct and indirect competitors and also due to tertiary
outlet.
o Some product of Fruit Magic is unknown to the customers.
o Competitive locations of Fruit Magic competitor.
o Competitive price of Fruit Magic competitor.
o Some of target markets are still unaware of fruit magic and its product.
o Unbounded changing of customers demand and preferences.
ing
B. Company Analysis
FRUIT MAGIC is currently enjoying its popularity as the leading source of the freshest fruit juices and
concoctions in the country.
It was in 1993 when Mr. and Mrs. Ricardo Meneses pioneered juicing and established the first ever fresh
fruit juice bar in the country. It was made known under the brand name “RPM Fruit Magic” with a slogan
that displays “Mr. Juiceman”.
4

5. Fruit Magic instantly became a hit by simply offering a healthy alternative to soda and other artificially
alternative
made beverages. News hit the mall circuit and two additional stores followed - The Glorietta and
Landmark branches. In 1999, Mr. Alan Escalona, a doctor by discipline, and a businessman by profession,
took Fruit Magic into higher ground, changing the simple fruit juicing service to a mainstream fresh fruit
ic
juice brand. It was a success.
Currently, Fruit Magic is investing on new developed products such as healthy pizza, sandwiches, yogurt
ice cream and many more to continue offering fresh, leading edge product ideas.
The target market is aimed at health conscious consumers, consumers who need and look for healthy
products. Increasing awareness of the benefits of healthy products encourages people to shift on
healthy kind of living which increases the demand for provider of healthy products like Fruit Magic.
C. Target Market Description
o Fruit magic’s target customer is between the ages of 25 and 45 who have healthy kind
of living. They often need and look for healthy products that fruit magic offer.
products
o Fruit magic’s target customer are typically or married and either men or women. Who
need and look for a great tasting yet healthy food. Who are willing to spend and looking
for a value and benefits regardless of the price.
o Fruit Magic is also aiming young professionals that are looking for place to relax and
magic of healthy foods for their journey n life.
o Fruit Magic are also capturing teenagers either full time student in college and high
school or a working students that are willing and able to buy or willing and sooner be
able to buy, who are unique and want to become unique.
D. Customer Analysis
Customers nowadays are being conscious regarding on how they look inside and out. So the products
being offered in Fruit Magic Store are perfect for those individuals. The market that the company are
ore
focusing is on AB Market and reaching the class C market, which is niche marketing. It is much easier to
handle than having a mass marketing. The only problem is that, a lot of competit
competitors are sprouting
making competition more intense. The company must therefore provide the needs of the people with
creative ideas on how they will attract and keep the market.
According to a study conducted by the Center for Marketing Intelligence in 2009, when consumers say
they are on a diet, they’re dieting for their health. Rather than losing weight or looking better, 68
percent of respondents say that “feeling healthier” is the reason for dieting. Perhaps the difficulty of the
5

6. process of weight loss dieting has taken its toll, and instead of deprivation, adding healthful foods to
eting
meals may be the better option. Consumers now want to be healthy and enjoy life.1
Customers are easy to persuade regarding new try outs but the only problem is how a business g
try-outs going to
make that customer a happy and satisfied one, making them a loyal customer. Hence, the management
of any organization must adapt to modernization and be ready for the battle of changing customer
needs.
E. Factors Affecting Consumer Purchase
Environmental Factors
Environment also plays an important role in decision making of each customer and because of the
arising of different diseases’ people now is becoming conscious of the products they are buying.
Nearly two-thirds of consumers are also more likely to check nutritional information on labels. They’re
thirds more
looking for four important items: fat, calories, sugar and trans fat. Natural is also the most frequently
featured claim on food and beverages. This, along with “plus” claims or that which includes vitamins and
calcium, are also gaining popularity among consumers. It used to be that “minus” tags are benchmarks
of good nutrition. Now, instead of looking for “minus” or low
low-fat/ low-calorie labels, consumers are now
calorie
searching for “genuine” nutrition, finding the balance between addition and subtraction.2
n,
Human Factors
A human factor refers to the person around a buyer that may influence his or her decision toward a
particular product such as family and friends.
1
“Food trends: Positive eating and downturn diet PhilStar.com, May 18 2009
Food diet,”
(http://www.philstar.com/Article.aspx?articleid=468648
http://www.philstar.com/Article.aspx?articleid=468648).
2
Ibid.
6

7. F. Product Review
Product Description
Fruit Magic is known as a provider of healthy products, each has a distinct taste with corresponding
benefits that is perfect for people that are food lovers yet are taking health in consideration.
Product-Market Relations
Fruit Magic healthy products are best solution for the problem of people who are concern of their
health; people that are in need and looking for healthy foods yet having a racy taste. Fruit Magic will
also best fit to people who want to start a healthy lifestyle.
The following are products of Fruit Magic with their corresponding prices:
owing
Frugurt
Flavours Small Medium Large
KIWI MANGO YOGURT P75 P100 P125
STRAWBERRY YOGURT P75 P90 P75
BANANA YOGURT P65 P75 P95
MANGO YOGURT P65 P75 P95
Shakes
Flavours Small Medium Large
BLUEBERRY BURST P95 P125
RED REVITALIZER P95 P110
FRUIT MAGIC SHAKE P80 P105
STRAWBERRY KIWI P60 P80 P105
RASPBERRY P65 P80 P110
RASPBERRY BANANA P65 P80 P110
RASPBERRY MANGO P65 P80 P110
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8. FRUIT PENTA MIX P75 P100
STRAWBERRY P55 P70 P100
STRAWBERRY BANANA P55 P70 P100
STRAWBERRY MANGO P55 P70 P75
MANGO P45 P55 P75
MANGO MELON P45 P55 P75
MANGO BANANA P45 P55 P75
GREEN MANGO P45 P55 P75
MELON P45 P55 P75
WATERMELON P45 P55 P75
CHOCO BANANA P45 P55 P75
BANANA P45 P55 P75
Pure Nectar
Flavours Small Medium Large
ORANGE P75 P105 P135
THE BODY CLEANSER P65 P95 P110
COLD DEFENDER P65 P95 P110
OLYMPIAN P65 P95 P110
ANTI CANCER P65 P95 P110
APPLE P65 P95 P110
CARROT P65 P95 P110
SMOOTH AS SILK P60 P85 P105
PINEAPPLE P55 P65 P90
APPLE-LYCHEE BOTTLE
LYCHEE P55
DALANDAN JUICE P35 P40 P55
BUKO PANDAN P35 P40 P55
SOY MAGIC (500ML) P55
FRUITEAS (500ML) P55
GREEN-MANGO BOTTLE
MANGO P55
TRIPLE COMBINATION P65 P95 P110
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9. Functional Boosts
Flavours Price per Serving
WHEATGRASS POWDER P35.00
DESIGNER WHEY P50.00
LOW FAT YOGURT P20.00
WHEATGRASS BOX P395.00
Wraps
Flavours Price per Serving
CHICKEN PESTO P140.00
SCD
SCD-CHICKEN PESTO P112.00
SMOKED SALMON P140.00
ROAST BEEF P110.00
RANCH GRILLED CHIKEN P100.00
Pasta Delite
Flavours Price per Serving
BAKED MACAND CHEESE(WHITE SAUCE) P125.00
CARBONARA(WHITE SAUCE) P120.00
EGGPLANT LASAGNA(WHITE SAUCE) P120.00
CHICKEN BROCCOLI(WHITE SAUCE) P110.00
STEAK AND TOMATO(RED SAUCE) P165.00
SPICY SAUSAGE(RED SAUCE) P120.00
BOLOGNESE(RED SAUCE) P110.00
SPICY TUNA(RTED SAUCE) P120.00
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10. SEAFOOD PASTA(OIL BASED PASTA) P195.00
PRESTO VERDI(OIL BASED PASTA) P110.00
CHEESE STEAK P185.00
GRILLED CHICKEN SALAD P110.00
CHICKEN SALAD SANDWICH P110.00
TUNA SANDWICH P95.00
TUNA MELT P70.00
HAM AND CHEESE P70.00
Salads
Flavours Price per Serving
PROTEIN SALAD P180.00
CHICKEN CEASAR SALAD P120.00
Healthy Pizza
Flavours Prices
ALL MEAT(SQUARE PUFF PIZZA) P290.00
CHEESE BURGER(SQUARE PUFF PIZZA) P290.00
PEPPERONI(SQUARE PUFF PIZZA) P290.00
HAM AND CHEESE(SQUARE PUFF PIZZA) P260.00
GOURMET CHICKEN(ROUND PIZZA) P265.00
PESTO MARGARITA(ROUND PIZZA) P260.00
MEXICAN(ROUND PIZZA) P240.00
WHITE CHEESE LITE(ROUND PIZZA) P220.00
SEAFOOD ROYAL(ROUND PIZZA) P195.00
10

11. Yogurt
Flavours Small Medium Large
ORIGINAL FROZEN YOGURT P48 P68 P88
SWEET & CREAMY YOGURT P38 P48 P68
Flavours Prices
APPLE-
-CARROT (REGULAR) P65.00
APPLE – CARROT MEDIUM P110.00
APPLE – CARROT LARGE P110.00
SOY OATMEAL RAISINS P40.00
OATMEAL COOKIES P35.00
G. Competitor Analysis
An increase in the awareness of the market about the good benefits of healthy products paves the way
to increasing competition on healthy products. The increasing demand for healthy food is creating more
opportunities for people to go into business, and one of the least expensive but potentially lucrative
one
ventures to start is selling fresh fruit juices.
Supply is no problem: The Philippines has 11.3 million hectares of farmland devoted to fruits,
vegetables, and other crops, and you could start with as little as P10,000, says Jennifer Tutanes, a
little
resource person with the government run Technology and Livelihood Resource Center and a food
government-run
technology professor with the University of Makati.3
3
Bridget Rabo Ng, “Selling Fruit Juices,” Philippine Franchise Business Investments. September 23, 2006
Selling
(http://pinoyfranchising.blogspot.com/2006/09/franchising
http://pinoyfranchising.blogspot.com/2006/09/franchising-fruit-juice-and-shake.html).
11

12. Direct Competitors
Big chill is known by its customers as providers of healthy products
such as pasta, sandwiches and drinks that will also fit for
customers that have a healthy lifestyle.
SWOT Analysis
Strengths
o Big Chill is open for catering services
o Their menus are more informative it creates awareness to consumers what are they buying.
enus informative,
Weaknesses
o Prices are expensive
o Lack of promotion intended for awareness thus, much of the market are unaware of Big Chill
uch
Threats
o Intense competition
o Competitors are being more aggressive in promotion and advertising strategies.
Opportunities
o AB market is a niche market which is easier to handle.
o Intense competition, generating ideas from competitors
Strategy
o They are offering other services like catering that makes them competitive
o They are offering new products on their menu that will surely enjoyed by their customers
12

13. Fuzion is a take on the word "fusion" which typically refers to food
prepared from ingredients and techniques from across different
places in the world. At Fuzion, we take pride in selecting the best
,
fruits, dishes and techniques from all over the world to bring you a
mix of healthy fruit smoothies and Eastern and Western snacks,
meals, and desserts. Fuzion is also selling fresh and nutritious
drinks.
SWOT Analysis
Strengths
o Fuzion is composing of committed and competitive people which are very helpful in achieving its
ommitted
objectives.
o Great product idea and strategy that makes it distinctive.
o They offer healthy products with unique taste
taste.
o Competitive location that are friendly to customers and are pleasing to the eyes.
Weaknesses
o Prices are more expensive compare to competitors
xpensive
o Market awareness is low
Threats
o Increasing competition to industry to which it is involve
o Competitors have competitive strategies in capturing possible target consumers.
Opportunities
o AB market is a niche market which makes it easy to handle and study
o Intense competition, generating ideas from competitors which may find helpful for the company.
Strategy
o Fuzion now is taking their way to market by having a mascot that will be remembered by its
market.
o Fusion is having a unique process that makes its product distinctive.
o It makes everyone involve for full awareness.
13

14. Fruitas is widely known by most of us as a provider of healthy
drinks which is also affordable for most of us.
SWOT Analysis
Strengths
o Stalls are situated in competitive locations
o Brand awareness is high
o Prices are cheaper that makes it affordable to many people
o Utilizes more advertisements compared to competitors
Weaknesses
o It has no lounges
o Less product choices
o Products are not well stored and prepared that may sacrifice the freshness of its products.
Threats
o Increasing competition to industry to which it is involve
o Competitors have competitive strategies
Opportunities
o People are attracted on products with quality but low prices.
o Intense competition can also be an opportunity in disguise.
Strategy
o Fruitas is also taking their way on the market by having celebrity endorsements.
o They open the company for franchise.
14

15. Indirect Competitor
Starbucks is the most popular and leading coffee
coffee-selling company
in the Philippines. Today, there are more than 160 stores
throughout the country, and Starbucks growth has played a key
role in building a strong local coffee culture in the country.
SWOT Analysis
Strengths
o They already gained awareness and are able to establish and position itself on the market.
o People now continuously patronize them regardless of the price.
o Starbucks became a status symbol
o Starbucks offers a large coffee menu and grocery
items.
o It has a cosy atmosphere and is actively involved in the community with
such things as Starbucks Foundation (youth and literacy), Starbucks Grant for
Foundation
Giving, and weekly Poetry Fest nights.
o Strategically branch out
o Established name and position in the market place.
Weaknesses
o Much of the market find starbucks products with h prices
high
o Issues on the negative effect of coffee.
egative
Threats
o Intense competition in coffee industry
o The arising of healthy and cool juices that really fit the warm weather of the Philippines.
Opportunities
o Filipinos are really a coffee lovers
o Most Filipino has a follow the crowd mentality.
o The rise of advance technology that would create value on products and customers.
15

16. Strategy
o They are offering new products such as shakes that is compatible for a warm weather
o They are continuously creating promotions that will build stronger customers.
o Strong commitment to help promote a sustainable social, ecological, and economic model for
production and trade of coffee
o Applying the highest standards of excellence to the purchasing, roasting, and fresh delivery of
coffee.
IV. MARKET SEGMENTATION
A. Primary Target Market
Economic Class
People who belong in the A Economic Class
A-B
o A class
Top 5% (5 million)
Senior Politicians, Land owners, Large Business Owners
o B class
10-15% (10-15 million)
15
Mid-Level Politicians, Professionals - doctors, engineers, supervisor
Level
Demographic Segmentation
o Fruit magic’s primary target customers are between the ages of 25 and 45 who have
healthy kind of living. They often need and look for healthy products that fruit magic
offer.
o Fruit Magic aimed at A-B segment. These are the people who read a lot and understand
the benefits of fruit drinks
drinks.
16

17. o Fruit magic’s target customer are typically single or married and either men or
customers
women. Who need and look for a great tasting yet healthy food. Who are willing to
.
spend and are looking for value and benefits regardless of the price.
o Employed. Higher than average household income
Psychographic and Behavioural
o Health Buff
In quest of for healthy products that suites their needs and wants.
o They are health and nutrition conscious.
o People who seeks and need for the benefits of healthy products.
o People who know the importance of having a healthy body.
o People who are much aware of the importance of healthy products as they
continually advance through life.
B. Secondary Target Market
Economic Class
o C “Middle Class”
20% (20million people)
Skilled craftsman teachers and nurses as well as bank clerks and retail shop assistants
Demographic Segmentation
o Fruit Magic is also aiming at young professionals that are looking for a place to relax and
for the magic of healthy foods for their journey in life.
o Fruit Magic are also capturing teenagers either full time student in college and high
school or working students that are willing and able to buy, or willing and sooner be
able to buy, who are unique and want to become unique
unique.
Psychographic / Behavioural
o They are riche nouveau fun seekers.
o Sports Enthusiast
o Gym addict
17

18. o Great qualities of prod
products are sought without considering of the price.
o Fun, exciting promotions are essentially the source of reaching and attracting
essentially
them.
o Seeking for products that are enticing and have a new look for them.
o Condo dwellers
V. SHORT AND LONG TERM GOALS
Short Term Goals
o Increase brand awareness
o Gain sales through different promotions
o Increase the market share of the healthy pizza
Long-Term Goals
o Be the top of the mind brand name for healthy foods
o Establish more Fruit Magic stalls and lounges
o Generate promotions to healthy lifestyle
VI. SELECTED MARKETING STRATEGY
A. Product
M - Making the process on st standard to keep the reputation of the company and
tation the
great taste of its healthy products.
A - Assuring that the product deliver to customers are safe and fresh.
G - Giving the customer the product with magic smile on their face and providing them a
wonderful experience.
I - Inviting the customers to comeback with their friends and families and share the F
and Fruit
Magic’s great tasting and yet healthy foods.
agic’s
18

19. C - Caring for customers through delivering the great tasting foods and healthy products of
Fruit Magic and by its friendly and customer oriented employees.
Frutilicious Marketers are promoting all the fruit magic products and its benefits, through this
arketers
strategy; it will keep customers and invite others to come for fruit magic by delivering qua quality and
healthy foods for everyone.
B. Price
M - Mindful creation of products and services that corresponds to their price in a
competitive market.
A - Accentuating those prices is tantamount to quality.
G - Guaranteeing that most products being offered compliments customer needs with
reasonable prices. Right prices leads to “growth” of Fruit Magic, in turn, lead them to
expansion (more branches).
I - Fruit Magic impels on setting prices that are benefiting both company and customers.
C - Setting competitive prices against direct and indirect competitors.
Frutilicious marketers maintain the regular prices of fruit magic products. Customers will be persuaded
by the benefits they will gain from availing the products instead of paying attention to the prices.
its
C. Place
M - Man, making all Fruit Magic employees’ well coordinated, well informed and always
well-
assures the success of the company through following its missions, vision and its
objectives. Man refers not only with its employee but also to the stores established
at different places that are standing firmly just like a man.
19

20. A – 100% Awareness
The company has to assure that the entire work force are aware of what fruit magic
is, everyone must know its product, its prices, the benefits or value that the product
has, every promotion that the company has for its customers and all the basic
information, to ensure that the customers are not only physically healthy but also
mentally, and to ensure that the customer knows what they are buying and where
ntally,
they buying it and most important to build trust.
G - Giving convenience and being an “approachable” store.
Ensuring that the store is offering customers with convenient and giving them a
wonderful experience. Store must also approachable to its customers through its jolly
and friendly employees so that fruit magic will also be remembered for its
approachable employees.
I – Informative
Store must be informative to keep customers informed about the store, its promotions
customers
as well as the products they are buying.
C - 100% Cleanliness
The store has to keep and should always implement 100% cleanliness for food safety
and to ensure that the customers are getting the fresh and safety products to ensure
safety
their satisfaction.
As part of creating awareness for Fruit Magic, the following are the flyers that will be given to ensure
that customers will be aware of Fruit M
hat Magic and its product as well as its benefits; it will promote the
variation of Fruit Magic’s product that will fit every lifestyle of its regular customers and possible
iation
customers.
20

21. Flyers
Specifications: Size is 6 by 8 inches when folded, consists of 6 panels, back to back print on high
gloss paper
21

22. The front page serves as a summary of the flyer’s
content. It is entitled A Fruitful and Magical Treat for
Everyone to promote the variation of Fruit Magic’s
products.
There are panels for Weight Loss, Energy, Protein,
Cooler and Wellness which suits every
everyone’s lifestyle.
Page 2
Wheatgrass Nutripowder Mix is added with prebiotics
for healthy digestion and L-Carnitine for weight loss. It
is delicious to savour and best of all loaded with
nutrients that can be a natural solution to common
health problems.
22

23. Page 3
The Healthy Pizza is made from multimulti-grain, whole
wheat dough, loaded with nutritious ingredients. A
,
made to order pizza that will boost energy.
Page 4
The Wraps and Sandwiches contain nutrients and
vitamins that keep a healthy body.
23

24. Page 5
Frugurt and Shakes that will cool down your day while
getting adequate vitamins and nutrients.
Page 6
Wheatgrass Boost contains chlorophyll oxygen which
primes up the brain and all body tissues at their
optimal level. It is good for detoxifying the body.
24

25. Fruit Magic has several branches, a total of more than 60 operational stores located to different places
here in Manila to best serve and reach each customer and easily cater on their needs of healthy
products. In addition to Fruit Magic Lounge, the company is gearing up as it forays to new food concepts
company
beyond juices and shakes. Upon the idea of Escalona himself, Fruit Magic Co. Inc. has diversified by
venturing into pizzas late last year. The company’s pizza bar, called Pizzaiolo, is already gaining a loy
loyal
base of customers in its first outlet at the Atrium of the Manila Ocean Park behind the Quirino
Grandstand in Luneta Park. To exceed customer requirements and offering customers higher value of
foods and store quality and experience, Fruit Magic company started establishing its lounges, Fruit
Magic Lounge is sure to put up a great challenge to coffee store chains scattered around the metropolis.
Its great advantage is their healthy menu offerings. Aside from its nutritious food, Fruit Magic Lounge
sets itself apart from its competitors by having a show kitchen where customers can actually see how
tself
their orders are being prepared.
Fruit magic is also open for franchising, to continually promote the total well being of people through
well-being
provisions of sound options to those who are in search of a healthy lifestyle, and to develop general
public appreciation and awareness for a fit and hehealthy way of living.
D. Promotion
M - Motivate customers to purchase products for fruit magic through promotions.
A - Aim at the full satisfaction of customers through each promotion that lately will gain
customer loyalty.
G - Generating income through promotions that sooner will lead to satisfaction of both
promotions
customer and the company.
I - Innovate promotions into a higher level to surprise and excite the customer. Making
“impact” on consumers that will allow them to change perception, conviction and
preference.
C - Create a climate or atmosphere that builds customer relationships.
Communicating Fruit Magic and its products through promotions for its target
customers and potential customers.
25

26. Promotion strategy will help this plan to create awareness for fruit magic and build a profitable
customer relationship.
Fruit Magic Jingle
As part of our promotion we prepare a jingle that will entertain and relax fruit magic customers at the
same time. The main purpose of this jingle is also to promote Fruit Magic’s product through a medley of
song that will surely leave an impression about Fruit Magic and its product. It’s also a one way of
introducing fruit magic’s other products and telling to customers how fruit magic’s product will affect
customers
their lives.
Fruit Magic Melody
By Fruitilicious Marketers
It makes me smile, not for a while.
Cannot hide this feeling of mine
A never ending happy mood
‘Cause with you, I feel so good
What is that magic
That tickles me in a click
So playfully, so playfully dancing in my wit
Is that strawberry, that makes me go crazy
Or pineapple that gives me a smile in me
How about banana and kiwi
The mango, watermelon and the raspberry
A beautiful melody
But wait there’s more, more to look for
Yogurt, sandwiches and pizza galore
What a healthy world, a healthy smile
A healthy friendship not for a while
Is that strawberry, that makes me go crazy
Or pineapple that gives me a smile in me
How about banana and kiwi
The mango, w watermelon and the raspberry
Fruit Magic melody
26

27. Sales Promotions
Promotion A
Spin the Pizza Wheel
27

28. Poster
2 by 3 feet
The Spinner
3 by 6 ½ feet
Prizes Offered
1GB Fruit and Pizza Shaped Flash Disk
28

29. “Fruit Pad”
Fruit Magic’s Limited Edition Mouse Pads
Statement Shirts by Fruit Magic
29

30. Spin the Pizza Wheel
Objectives Duration Coverage Prizes Offered Target Market
Build awareness and develop a March 1-
-30,2011 All Fruit Magic There are a total of Students and Young
steady market for Fruit Magic’s Lounges 300 prizes to be Professionals
healthy pizza. won.
Generate customer interest to Prizes include:
be positively inclined towards 100 Flash disks
purchasing the healthy pizza valued at P580
over the regular ones. each.
Increase the lounge visitors and 100 Fruitpad valued
provide excitement upon at P80 each.
purchasing the healthy pizza.
One Hundred Fruit
Boost the market share and Magic Souvenir T-
increase sales of the healthy Shirt valued at P300
pizza. each.
Mechanics
1. To qualify for Spin the Pizza Wheel!, customers must buy any variant of Fruit Magic’s
Healthy Pizza (White Cheese Lite, Pepperoni, Vegetables, Mexican, All Meat).
2. Upon purchase, customers will be given a one chance spin.
3. The wheel has 14 pies. In each pizza pie, there are corresponding prices or freebie.
4. If the selector arrow stops at the pizza pie with the corresponding prize, he will get a
chance to grab that specific item.
If the selector arrow stops at the Spin Again pizza pie, he will get another chance to spin.
If the selector arrow stops at the pizza pie with Outta Luck or Buy Again, it means that he
lost in that spin.
30

31. Official rules
1. Contest runs from March 1 to March 31, 2011.
2. Customers will be given a one chance to spin for one purchase of any healthy pizza.
3. Prizes will be automatically awarded upon spinning the winning panel.
4. Prizes to be administered by Fruit Magic. All of the above Prize details are subject to change
without prior notice at Best Buy’s sole discretion.
5. Prizes are subject to the following restrictions:
he
A. Each Prize is non-exchangeable, and not redeemable for cash;
exchangeable,
B. Each Prize must be accepted as awarded. The Prize may not be sold, and no component
thereof is convertible to cash; and
C. Fruit Magic reserves the right to substitute any of the Prizes with a prize of equivalent retail
any
value in the event the Prizes are not reasonably available at their discretion.
Action Plan
Date Tasks
o Preparation of the materials needed for the promotion. Find and order
materials from the suppliers
February 19, 2011
o Managers should orient the employees about the promotion
anagers
o Posting of posters/tarpaulins to inform the customers about the incoming
promotion
o The promotion will be announced in the Fruit Magic Facebook fan page
Magic’s
February 22, 2011
and other social networking site like Twitter
Preparation of the materials needed for the promotion
February 24, 2011
All the materials must be on
on-hand
February 26, 2011
o Start of the Promotion
o Employees must inform and encourage customers to purchase a Healthy
March 1, 2011
Pizza to get a one chance spin
o Provide a record book containing the name and e-mail address of
mail
31

32. participants
One week monitoring of the promotion to ensure the customers are
patroniz it and to prevent the occurrence of any problem during the
patronizing
March 2-10, 2011
promotion
Survey must be conducted to determine the impact of the promo to
urvey
March 11-23, 2011 customers
Last week of the promotion
March 24-31, 2011 A meeting will be conducted for the evaluation of the promotion based on
the facts gathered from the customers.
Budget
Promotional Budget
Raw Materials Quantity Unit Price Total Price
Plywood ¾ 6 PHP 910.00 PHP 5,460.00
Wood 2x3x8 10 PHP 120.00 PHP 1,200.00
Nails 2 kilos PHP 70.00 PHP 140.00
Paint 5 gallons PHP 400.00 PHP 2,000.00
Roller Brush 2 PHP 40.00 PHP 80.00
MAN POWER 2 PHP 200.00 PHP 400.00
Total Budget PHP 9,280.00
Communication Budget
Materials Quantity Unit Price Total Price
2 by 3 feet Poster 30 PHP 120.00 PHP 3,600.00
Prizes Offered
Materials Quantity Unit Price Total Price
1 GB Flash Disks 200 PHP 320.00 PHP 64,000.00
Fruit Pad 200 PHP 80.00 PHP 16,000.00
T-Shirt 300 PHP 80.00 PHP 24,000.00
Total Budget PHP 116, 880.00
32

33. Projected Sales
20 - Number of Respondents
X 4 - Number of Lounges
80 - Total Number of Respondents
X PHP 256.6667 - Average Number of Pizza Prices
PHP 20,533.336
X 4 - Number of Lounges
PHP 82,133.344
X 2 - Average Number of Spin
PHP 164,226.688
- PHP 116,880.00 - Capital Budget
PHP 47, 386.688 - Projected Sales
33

34. Promotion B
April Fruit Days
Poster
2 by 3 feet
34

35. April Fruit Days
Objectives Duration Coverage Prizes Offered Target Market
Increase sales by April 1-30,2011
30,2011 All Fruit Magic There are a Students and Young
encouraging and enticing Lounges total of 300 Professionals
buyers to join the prizes to be
promotion. won.
Prizes include:
100 Flash disks
valued at P580
each.
100 Fruitpad
valued at P80
each.
One Hundred
Fruit Magic
Souvenir T-
Shirt valued at
P300 each.
Mechanics
1. The magician has to encourage the customers to purchase four (4) large of shakes with any flavour by
offering the fruits to the customers.
2. The customers will get a free small shake (worth 45php) with a flavour same with the fruits given by
the magician.
3. Aside from the free small shake, prizes will be given such as designed ballpen and pen
pencils with
erasers.
35

36. Action Plan
Date Tasks
March 21, 2011 Managers should orient the employees about the promotion
anagers
o Promotion will be communicated to the customers
March 25, 2011 o Posting of posters
Preparation of the promotion, magician will be informed. And the materials
March 29, 2011 needed should be available
o C
Celebration of the April Fruit Days
o Start of the promotion
o Employees should convince customers to participate in the promotion
April 1, 2011
o Magicians should also encourage customers to purchase and participate at
the same time entertain
First monitoring of the promotion and observation if customers are
April 2-12, 2011 responding upon the promotion
Monitoring and observing the customers' attitude and responses towards the
April 13-19, 2011 promotion
Monitoring the effects of the promotion on sales
April 20-26, 2011
Evaluation of the promotion
April 27-30, 2011
Budget
Promotional Budget
Man Power Quantity Fix Price Total Price
Magician 4 PHP 15,000.00 per PHP 60,000.00
Give –A-Ways
Materials Quantity Unit Price Total Price
Shakes 60 PHP 45.00 PHP 2,700.00
36

37. Ball pen 500 PHP 40.00 PHP 2
20,000.00
Total Budget PHP 4,700.00
Communication
Materials Quantity Unit Price Total Price
Posters 16 PHP 120.00 PHP 1,920.00
Total Budget PHP 90, 620.00
Projected Sales
PHP 90.1470588 - Average Prices of Shakes (Large)
X 4 - Number of Shakes to be Purchased
PHP 360.588235
X 15 - Number of Response
PHP 5,408.823525
X 8 - Repeat Response
PHP 43270.5882
X 4 - Number of Lounges
PHP 173,082.3528
- PHP 90,620.00 - Capital Budget
PHP 82,462.3528 - Projected Sales
37

38. Promotion C
Fruitilicious Moment
Poster
2 by 3 feet
38

39. Frutilicious Moments
Objectives Duration Coverage Prizes Offered Target Market
Increase awareness on May 1 - 31, All fruit Magic 1st prize Family, Circle of
Fruit Magic and its 2011 Lounge and Php 7,000.00 friends, Lovers or
products. Kiosk Couple and others.
2nd prize
Promoting Fruit Magic Php 5,000.00
and its product to all of
its target market as well
as to the potential 3rd price
customer that will result Php 3,000.00
to awareness and lately
will contribute to its
sales.
Creating lifetime
memories of loyal
customers with the help
of Fruit Magic.
Building and maintaining
friendship with the
customer by providing
them an unforgettable
experience through
buying Fruit Magic
products.
Mechanics
1. The promotion is open to all Fruit Magic customers.
2. Participants must take photos including any Fruit Magic products at any Fruit Magic Lounge and
stall. Participants must have 2 t0 8 members
3. Images must show the participants consuming any Fruit Magic products at any Fruit Magic
stores.
39

40. 4. Photos will send their creative photos at chelsy@fruitmagic.com.ph. Photos must have a brief
.
story about the picture.
5. Photos should contain your complete name, address and contact no.
6. By uploading your photos, you acknowledge that Fruit Magic will have the right, without
restriction, to use, edit, reproduce, publish and distribute photos submitted without payment of
any compensation or consideration to any other person or entity.
7. Contestants may only join the contest once.
8. Admin will choose the best 10 photos.
9. From the best 10 photos the management will choose the best 3 photos and each will receive a
cash price and a gift certificate worth of 1000.
Prize range
1st prize Php 7,000.00
2nd prize php.5, 000.00
3rd prize Php.3, 000.00
10. Admin will choose the winning photos based on the criteria.
11. Winners will be contacted to receive their prize and the winners will be posted in the fan page.
Criteria for Judging
No. of likes – 20 %
Creativity of the picture – 30%
Management Choice – 50%
Total = 100%
Action Plan
Tasks
Date
April 17, 2011 Fruitilicious moment promotion will be communicated
o Posting of posters/tarpaulins to inform the customers about the incoming
promotion
o The promotion will announce in the Fruit Magic Fan Page and other socail
April 24, 2011
networking site like Twitter
40

41. o Start of the promotion
o Employee should tell the promotion to the customers and encourage
them to participate
May 1, 2011
o Participants can now submit their photo to the management
o First monitoring of the promotion to control the number of entries
May 2, 2011
o Deadline of submission of entry
May 18, 2011
o Admin will start to upload Fruitilicious Moments that is passed for
oments
initial screening
May 19, 2011
o Photos will be released for community voting
May 26, 2011
o Admin will choose the winning photos based on the criteria.
May 28, 2011
o Winners will be contacted and posted in the fan page.
May 30,2011
o Evaluation of the promotion through recognizing customer’s
responses toward the promotion.
May 31,2011
Budget
Promotional Budget
Prizes Quantity Unit Price Total Price
Cash PHP 15000.00 PHP 15,000.00
Gift certificates 3 PHP 1000.00 PHP 3000.00
Total Budget PHP 18,000.00
Communication
Materials Quantity Unit Price Total Price
Posters 100 PHP 120.00 PHP 12,000.00
Total Budget PHP 30,000.00
41

42. Projected Sales
15 - Number of Entries
X 4 - Average Member of Group
60 - Total Number of Participants
X 58.333 - Average Price of Shakes
PHP 3,499.98
X 65 - Number of Lounges and Stalls
PHP 227,498.7
- PHP 28,000.00 - Capital Budget
PHP 199,498.7 - Projected Sales
42

43. Promotion D
Treat on Receipt
Treat on Receipt
Objectives Duration Coverage Prizes Offered Target Market
Increase number of new June 1 to 30, All fruit Magic Rebates worth
buyers. 2011 Lounge and of 5% Any fruit magic
Kiosk customer
Increase sales among Focus; young
products. professionals and
students
Entice buyers to come
back for more.
43

44. Mechanics
o For every Fruit Magic purchase worth Php500.00 for every single purchase customers
purchase,
will get rebate on their next purchase that will worth of PHP 200.00.
o Present the coupon upon your next purchase.
Official Rules
o Coupons are valid until June 30, 2011.
o Coupons can be redeemed at any Fruit Magic lounges and stalls only within the
prescribed time of the promo.
Action Plan
Date Tasks
o Orientation of promotion upon employees
May 27,2011
o Promotion will be communicated to customers by posting posters
and announcements to networking sites
o The promotion will be announced in the Fruit Magic Fan Page and
other social networking site like Twitter.
May 30,2011 o Management has to assure that all the materials needed are
available
o Upon launching of the promotion,employees should continually
inform customers regarding the promotion
June 1,2011
o First monitoring of the promotion to ensure that things are
June 12,2011 conforming to the plan
o Monitoring of customers response toward the promotion,different
techniques shoul be done to measure customers attitudes upon the
June 13-19, 2011
promotion
o Monitoring of the impact of the promotion at sales of the stores
June 20-26,2011
o Evaluation of the promotions to determine the effectiveness of the
June 27-30, 2011 promotion to awareness, customer satisfacion and in sales
44

45. Budget
Communication
Materials Quantity Unit Price Total Price
Posters 200 PHP 120.00 PHP 24,000.00
Total Budget PHP 24,000.00
Projected Sales
1st Purchase
5 % of PHP 500.00
X 15 - Average Estimated Number of Response Monthly
PHP 7, 125
X 65 - Number of Fruit Magic Lounges and Stalls
PHP 435, 125.00
2nd Purchase
5 % of PHP 200.00
X 15 - Average Estimated Number of Response Monthly
PHP 2,850.00
X 65 - Number of Fruit Magic Lounges and Stalls
PHP 185,250
185,250.00
45

46. PHP 648, 375.00 - Total of 1st and 2nd Purchase
- PHP 24,000.00 - Promo Capital
PHP 624,375.00 - Projected Sales
46

47. Promotion E
Shake it! Take it!
Poster
2 by 3 feet
47

48. Prizes
Fruit Magic Umbrella
Fruit Magic Jacket
48

49. Shake it! Take it!
Objectives Duration Coverage Prizes Offered Target Market
Increase sales by July 1-31,2011
31,2011 All fruit Magic
encouraging and enticing Lounge and The following Any fruit magic
buyers to join the Kiosk are the prizes customer
promotion. that will be
given during
Promoting Fruit Magic this promotion Family, Circle of
and its product to all of friends, Lovers or
its target market as well Fruit Magic Couple and others.
as to the potential jacket and
customer that will result umbrella
to awareness and lately
will contribute to its
sales.
Mechanics
1. The customer must purchase any fruit magic juice with a minimum of P150.00
2. The customer will first be asked and informed about the promotion.
3. The customer will shake the “shaker after shaking; he will pick one item/fruit and read the content.
“shaker”,
4. Items picked by customer that have Fruit Magic logo entitles them to win the item, h
ems hence, no logo
means they lose.
49

50. Action Plan
Date Tasks
o Managers should orient the employees about the promotion
Managers
June 20,2011
o Posting of posters/tarpaulins to inform the customers about the incoming
promotion.
o The promotion will announce in the Fruit Magic Fan Page and other socail
June 25,2011
networking site like Twitter and Facebook.
o Assuring that the materials needed for the promotion are available.
June 27,2011
o Beginning of the promotion. Again, employees must inform the customers
July 1,2011 about the promotion.
o One week monitoring of the promotion to ensure if the customers are
July 2-9,2011 patronizing it.
o Monitoring of the impact of the promotion at sales of the stores
July 10-24,2011
o Last week of the promotion and conducting an evaluation about the
July 25-31,2011 effectiveness of the promotion.
Budget
Promotional Budget
Prizes Quantity Unit Price Total Price
Fruit magic jacket 300 PHP 800.00 PHP 240,000
240,000.00
Fruit Magic Umbrella 300 PHP 120.00 PHP 36,000.00
Total Budget PHP 276,000.00
MATERIALS QUANTITY UNIT PRICE TOTAL PRICE
Shaker 65 PHP3OO.00 PHP19,500.00
Special paper 5 PHP65.00 PH275.00
Total budget PHP19,275.00
Communication
Materials Quantity Unit Price Total Price
Posters 100 PHP 120.00 PHP 12,000.00
Total Budget PHP 307,275.00
50

51. Projected Sales
PHP.150.00
X 15 - Number of responses
PHP.2250.00
X 65 - Number of Stores
_________________
PHP.146,250.00
X 5 - (AVERAGE NO. OF PICKS)
_________________
PHP. 731,250.00
- PHP.307,255.00 -(CAPITAL BUDGET)
________________
PHP. 423,975.00 -(PROJECTED SALES)
Promo Timeline
Promo Name March April May June July
Spin the Pizza Wheel
April Fruit Days
Frutilicious Moment
Treat on Receipt
Shake it! Take it!
51

52. Budget Summary
Promo Name Budget
Spin the Pizza Wheel PHP 116, 880.00
April Fruit Days PHP 90, 620.00
Frutilicious Moment PHP 30,000.00
Treat on Receipt PHP 24,000.00
Shake it! Take it! PHP 307,275.00
Over-all Promo Budget
all PHP 568,775.00
Key Factors to Success
o Ensuring that all the employees are aware of the promotions
o Assuring that advertisement and promotional materials are available
o Ensuring mechanics of the promotions are properly communicated through posters and
Fruit Magic’s Facebook account.
VII. Communication
Promotions will be communicated and announced to customers through posters, print ads and other
social networking sites. Fruit magic will be communicated to the following places to create awareness
upon potential customers.
52

53. National Capital Region
Quezon City
Source: 2010 Study conducted by the National Statistic Office
o Percentage of Employed Citizens of Quezon City
45%
Working
Non-
-working
65%
53

54. 65% of population of Quezon City is working while 45% of them are unemployed.
o Number of schools in Quezon City
20%
Public School
Private School
80%
80% are public schools while the remaining 20% are public schools situated in Quezon City
54

55. Manila
The unemployment rate in Manila (zip 72442), AR, is 11.00%, with job growth of -7.50%. Future job
7.50%.
growth over the next ten years is predicted to be 14.00%.
As of 2008 there are 511 elementary schools and 220 secondary schools in the National Capital Region.
There are around 81 higher educational institutions
VIII. Execution Guidelines
Planning (Before the Promotion)
Planning in this process is inevitable; planning serves as a guide to management and
to
enables the management;
A. Obtain and commit resources required to each projects.
B. Members of the organization carry on the activities consistent with the chosen
objectives and procedures.
C. Progress toward objective is monitored and measured toward so that corrective
toward
action can be taken if progress is unsatisfactory.
D. One or two weeks before the launching, promotion will be communicated to
customers to ensure that the customers will be aware of the promotion.
55

56. E. Managers are responsible of communicating the promotion to the entire work force
communicating
and educating them the entire promotion and its objectives. Always keep in mind
the 4P’s of the Fruit Magic strategy.
The following questions should be included in the communication of promos to the
entire workforce:
What will be done?
This question includes the kind of promotion and the benefits that the customers can
get out of the promotion.
Why will it be done?
This includes communicating the objectives of the promotions included in this plan.
How will it be done?
This question refers to the mechanics of each promotion on how it will work.
When it will be done?
This refers to the durations of the promotions.
Where it will be done?
The place that will be involve in undertaking the promotion.
Who will do it?
This refers to the person/s that will be involved and responsible to the entire
promotion.
Execution (During the Promotion)
• At the day of the promotion employee should inform the customer and communicating
the promotion and the benefits that they ca get.
can
• Employee should also encourage the customers to join and participate at the
promotion.
• Check stock: Rechecking of the availability of the materials needed.
• Managers should always monitor the promotion to make sure that that everything and
everyone is under control and ensuring the success of each promotion.
s
56

57. Evaluation (After the Promotion)
• At the end of the promotion, evaluation should be done to determine if the promotion
is successful or not, if it is motivating to customers, to spot areas that should be
improved that will be useful to latter promotion, to reduce errors, defects and waste.
• Use finding; derived findings will be useful for cycle of improvement.
“What if scenarios"
It is the manager’s task to identify which course of action in a particular situation, under
particular
particular circumstances, and a particular time, best contribute to the attainment of the
management goals.
o Understanding and analyzing the existing situation, and determining its cause.
o Deeper planning and establishing methods or suitable course of action for
dealing with the existing situation.
o Choosing the best course of action and implement it to deal with the existing
situation.
o Determining the response of the situation to the applied course of action or
solution through regu monitoring and observation.
regular
IX. ACTION PROGRAMS
T - Total involvement
The implementation of the programs or projects begins with the total involvement of
the CEO, top management as well as the entire work force to ensure the success.
Management must practice the philosophy of Management by Wandering (MBWA)
to monitor the implementation of each programs and projects.
Management must ensure right timing to implement projects and programs.
Management must continually find projects for continuous improvements that will
attribute to the success of the company.
57

58. A - All channels of communication must be open to ensure knowledge, understanding and
consistent application of every guidelines of each projects and programs.
M - Making decisions in line with Fruit Magic’s mission and vision and the objectives of
with
this plan and the company.
A - Aid
Fruit Magic has to develop operational plans that will provide details needed to
incorporate strategy into day
tegy day-to-day operations.
X. BUDGET SUMMARY
Budget Allotment for Promos
t
Promo Name Budget
Spin the Pizza Wheel PHP 68,500.00
April Fruit Days PHP 81,000.00
Frutilicious Moment PHP 72,000.00
Treat on Receipt PHP 1,440.00
Shake it! Take it! PHP 300,600.00
Over-all Promo Budget
all PHP 523,540.00
Budget allotment for communication
Communication
Materials Quantity Unit Price Total Price
Posters 600 PHP 120.00 PHP 72,000.00
Flyers 3000 PHP0.65 PHP1950.00
Total Budget PHP
PH 73,950.00
OVER ALL BUDGET PHP 597,490.00
58

59. XI. Controls
This is the process we yearn that company must adhere to and make a long term practice:
long-term
OBJECTIVES
CONFORM
CONTROL BODIES
CONTROL TOOLS
COMPARE RESULTS
CORRECTION AND ALTERATION
CREATE FASTER C YCLE
59

60. CREATE BETTER QUALITY
CREATE/ADD VALUE
COPE WITH THE CHANGE
The Magic of 9 C’s
Conform
Ensuring that actual activities conform to planned activities before the start of
development phase.
Control Bodies
Business is all about people and that’s why initially people have to control other peop
people.
The managers should exercise their different powers to keep everyone on process. They
must provide customer driven quality, helping organization’s relationship with customer
build trust, confidence and loyalty. Managers must include improvement as part of all
work units. Fruit Magic needed to develop and designs strategies for changing growing
demand for consumers. Participative Management is necessary to facilitate delegation
and encourage employee to work together as a team.
Control Tools
Obtaining customer response or feed back for performance standards and to discover
customer dissatisfaction, discover relative priorities of quality, and identify customer
needs through social networking sites, comment cards and hotlines.
Compare results against standards
This involves comparing of the results of the projects against the standards or objectives
of this plan and to plan projects itself. This will identify errors to plan projects.
60

61. Correction and alteration
This will offer corrections and suggestions of areas needed to improve to avoid
ll
reoccurrence of the problem. This will also suggest if the objective of the projects are in
need of alteration.
Create Faster Cycle
Fruit Magic has to recognizing customers demand for improved design, quality or
for
delivery time.
Create Better Quality
Ensuring that Fruit Magic delivers great tasting products that will result to a better
profitable customer relationship.
Create/Add Value
Ensuring that values are added to products or services, so that customer will buy it in
services,
preference to competitors offering.
Cope with the Change
Change is inevitable part of any organizations environment. The control function aids
the management in responding to resulting threats or opportunities by helping
managers or organization detect changes that are affecting their products and services.
61