This document outlines a marketing plan by a group of students to sell a new food product called "Sushi Caro" on campus. Sushi Caro combines Japanese sushi with local Indonesian ingredients. The plan aims to achieve 10% profit in the first 3 months and gain customer loyalty. It involves segmenting the student and faculty market and implementing strategies like promotional discounts, loyalty stamps, and theme events to raise brand awareness. The group projects sales and evaluates tactics to ensure the new product's success.

1. A Marketing Plan of Sushi Caro Food Product at Campus
By group 4
Group members:
1. Franklin Runtu (13061103140)
2. Ezri Ponto (130061103182)
3. Anggrilia Lumoindong (13061103234)
4. Thiopillo Melmambessy (13061103
5. Eric Mongula (13061103
6. Kevin Gulla (13061103
A project carried out on the Marketing Management Subject in 3rd Semester, under the
supervision and lecturer of: Prof.Joyce Lapian
SAM RATULANGI UNIVERSITY
ECONOMICS & BUSINESS FACULTY

2. INTERNATIONAL BUSINESS ADMINISTRATION
2014
 The Executive Summary
 The Challenge
 Situation Analysis
 Market Segmentation
 Alternative Marketing
 Selected Marketing Strategy
 Short and Long-term Projection
 The Conclusion

3. 1. The Executive Summary
For the first time in operation, we create new brand that is “Sushi Caro” as a new
food product and healthy good taste in Manado City, which combine 2 taste food
between Sushi as a Japanese food consisting of cooked vinegared rice, and Cakalang Roa
as an Indonesian especially Manado food. Sushi Caro is a brand of Sushi made and
marketed by 3rd Group in Marketing Management, Marketing Plan.
The marketing plan is tied closely to the overall financial and business plan. The
objective is to achieve the profit of 10% in the first 3 months of operation in campus, and
to experience-increasing number of customers and loyalty customers, to become a
recognizable healthy food and successful small takeaway outlet within Sam Ratulangi
University. This plan outlines a strategy for success, and breaks it down into
comprehensible. We also have a target to position ourselves as a franchise company for
the future.
2. The Challenge
Some challenge for marketing “Sushi Caro” food product in Manado City are some
3. Situation Analysis
1) Company Analysis
CARO provides Sushi combine Cakalang and Roa. Our motto of this product is
“100% fulfill your taste”

4. The strength of CARO is in campus area some food place sell western food like
hotdog and fruit salad. And Caro is the first company who sell Asian food in modern
sides.
2) Customer Analysis
For the first in operation we choose FEB Sam Ratulangi University students because:
- Over 2,000 students
- Over 50 staff and lecturers
- No sushi shops/sushi food products before (new and fresh for students)
So it’s about 2,000 target people could potentially purchase our product.
3) Competitor Analysis
On Campus : Student Canteens & Restaurant especially in Economy and
Business Faculty, the competitors are hotdog canteens and u’like café.
Off Campus : International Supermarket, some Chinese and Japanese restaurant
and other restaurant.
4) Collaborators
If our food product becomes successful in campus area, we will join U’Like Café and
also input our product in Freshmart Dept.Store.
5) Climate : -
6) SWOT Analysis
 Strength

5. As a new products, we can combine 2 traditional food from Japan and Indonesia
(Manado) quickly and healthy food, and also reasonable price for young clan.
 Weakness
Some competitors who has some similar receipt and the lack of experience
 Opportunities
The trend of healthy lifestyle and little time to have lunch, fast “Sushi Caro” food
is favorable choice
 Threat
If we run the business at campus, Students’ favors and attitude change quickly,
4. Market Segmentation
Description:
Percent of Our overall sales
How this segment uses our product
5. Alternative Marketing
In this case if we meet some trouble of selling our sushi product we’ve formulate some
pretty special strategies to selling our sushi product and seeking for as much as possible
profit of course without downgrading the market value of our product. So, firstly we will
decrease the product’s price that previously we sell it for IDR 25.000 it will be IDR
23.000 and the next step is about the place that we will sell our product for must be put
in more strategically we think these two alternative marketing strategies has to be apply if

6. we’re facing some pretty bad trouble in running our marketing plan and these two are the
great option in these case.
6. Selected Marketing Strategy
 Product : Maximize quantity strategy by increase the competition
The Brand Name based on the Product: CARO
Three groups of product offered in our shop
 Sushi with Cakalang, Sushi with Roa, 1 Soft Drink
 Price: Low pricing strategy
^ Attract more student and staff buying our product
^ The more they buy
^ seeks to maximize the number of units sold of the number of customers served
^ Reduce long term cost
By calculating our modals (IDR21,500/packet) we sell it with IDR 25,000/packet.
1 packet contains 2 pieces of sushi cakalang and 2 pieces of sushi roa + 1 soft drink.
 Place (Distribution)
We provide take away service and best location within the Sam Ratulangi University
in Economy and Business Faculty.
Between Building A of FEKON and Building D that is strategies place because:
1) Next to the staff parking area and there are 2 cabins for students work or take a
rest.
2) Opening area and some tables and seats nearby, students can eat their sushi at that
place.

7.  Promotion
Advertising (to be very important thing in promotion, we have 2 media, first in social
media there are sushicaro13 for line and BBM applications, and second is in small
brochure).
For the beginning, “Sushi Caro” has 2 following promotional programs strategies:
o Caro Privilege : Students, Staffs specially for FEB UNSRAT upon showing
identification card, purchase with 10& off discount
o Caro Sushi’s Loyalty: Stamp collection scheme. Purchase over IDR 100,000,
we will give u a stamp. After collecting 5 stamps, you will be rewarded with a
free soft drink and four pieces of sushi
7. Short and Long-Term Projections
Miletones Start Date End Date Budget
Who is
responsible
How to evaluate?
Advertising
Brochure and
'Group
Line&BBM'
will be
opened the
last month
(12/2014)
throughout
year 2015
IDR
125000
Boss
(Franklin)
Sales Revenue will
be increased or
decreased after the
hanging of leaflets

8. Caro
Privilege
Throughout year 2015
IDR
500000
Senior
Manager
(Ezri)
Compare business
between the number
of FEB Customers
and outside
customers
Caro Sushi's
Loyalty
collecting
stamp
program
Jun-15 Feb-16
IDR
300000
Full time staff
(Anggi, Thio,
Eric, Kevin)
Compare the sales
revenue whether
increase of not after
launching
Theme
Promotion
Economy and
Business
Faculty Sam
Ratulangi
University
10/12/2014
throughout
the year
IDR
350000
All the staff
on the gala,
interview the
students and ask
their opinion; having
a comment's broad in
our shop, customers
can feel free to leave
their comment about
our shop and
decoration
High Season: April, June, October, December
- Mid-term and Examination time for FEB UNSRAT

9. - Significant longer time for revisions
Normal Business: February, March, May, August, September
Low Season: January, July
- New semester just start or school holidays
- Sales are estimated to be drop dramatically
8. The Conclusion
Our product is based on kind of Japanese food called sushi and we will try to combine it
with cakalang and roa. Firstly our modals to create these product is about IDR 21.500 but the
price sell will be IDR 25.000/packet, there is some program that we need to accomplish in
order to bring our product into the higher level in market place but that program also comes
with modals we need to spend. Firstly by create some advertisement in written media and
also social media it will cost IDR 125.000, second is Caro (our product’s name) privilege
throughout 2015 will cost IDR 500.000, the third one program will be Caro Sushi's Loyalty
collecting stamp program start on June 15 will cost our budget for IDR 300.000 and the last
program is theme promotion will take place & date on Economy and Business Faculty Sam
Ratulangi University 10/12/2014 the cost of these last program will be at IDR 350.000