Marketing Plan Mi Amore Gourmet Tuyo

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
Mi Amore Gourmet Tuyo
A Marketing Plan Presented to the Faculty of the

Senior High School Department
Polytechnic University of the Philippines
Sta. Mesa, Manila
In partial fulfillment of the requirements for the course:
Principles of Marketing
By:
DAYRIT, Hannah April B.
FLORES, Katelene Jeanelle D.
PAMA, Hazel N.
RICAHUERTA, Fay Valerie L.
VERDE, Ma. Ingred H.
Submitted to:
Prof. Leonardo G. Adap
GAS 12-1
May 2021
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES II
Table of Contents
Title Page............................................................................................................I
Table of Contents .............................................................................................II
Executive Summary ....................................................................................... IV
The Challenge ...................................................................................................1
Situational Analysis .........................................................................................3
Environmental Analysis ........................................................................3
Political ..........................................................................................3
Economic ......................................................................................4
Socio-Cultural................................................................................4
Technological ................................................................................5
Company Analysis .................................................................................6
Company Description ....................................................................6
Company Logo ..............................................................................6
Company Name & Tagline ............................................................7
Company Resources.....................................................................7
Strengths and Weaknesses of Company’s Resources……………9
Product Resources......................................................................10
Market Analysis ...................................................................................11
Market A ......................................................................................11
Market B ......................................................................................11
Market C .....................................................................................11
Competitor Analysis ............................................................................12
Competitor A ...............................................................................14
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES III
Competitor B ...............................................................................15
Competitor C ...............................................................................17
SWOT Analysis ....................................................................................19
Communication Strategy ...............................................................................23
Positioning Map 1........................................................................23
Positioning Map 2........................................................................26
Positioning Statement .........................................................................27
Market Segment ...................................................................................28
Product Strategy ..................................................................................29
Packaging Strategy………………………………………………………...29
Price Strategy.......................................................................................30
Place Strategy ......................................................................................31
Promotions Strategy............................................................................32
Communication Objectives.................................................................32
Above-the-line Strategies ............................................................32
Below-the-line Strategies ............................................................33
Metrics and Targets........................................................................................35
Anticipated Financial Projections ......................................................37
Estimated Operating Cost ...................................................................38
Sales Projections .................................................................................39
References ......................................................................................................41
Appendices .....................................................................................................42
A. Curriculum Vitae ...............................................................................42

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES IV
EXECUTIVE SUMMARY
Mi Amore company is known for a famous, delicious and appetizing
Filipino fish delicacy. Our product, Mi Amore Gourmet tuyo is upgraded into a
healthy-fancy dish. Mi Amore Company is also known for its customer service
and the customer-producer bond that we established ever since the start and
opening of our business.
Our strength lies in the fact that gourmet tuyo can last for 5 months and
can feed up to 4 persons in just one serving for a very affordable price of our
delicious gourmet tuyo. Aside from that, it has health benefits, gourmet tuyo
promotes healthy living for the people since it can also serve as an alternative
health treatment food that helps the custumers to prevent any kind of diseases
like blood pressure, cholesterol and inflammation. In additon, we use a very
eco-friendly packaging to help the environment minimize waste produce.
For our weaknesses, the production cost is pricey since our company
wants our customer to have a good impression when they see our product.
Also, for a fact that our business has one branch only since it is just starting,
this might be our weakness from other brands that are well-known. But
nevertheless, we have plans to launch a big surprise involving our product. Our
company will make sure that we will give a memorable and positive impression
to the customers with the consistent and wonderful taste of our product.
The opportunities available in our business is that many people will
consume our product since they have the opportunity to save a big amount of
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES V
money allotted to their food. During this time of pandemic, food is very esential
and in demand that’s why our gourmet tuyo is really perfect in this time. Since
food has high demand and loads of people wants a delicious food that is
affordable at the same time, the product can possibly expand if the growth of
sales is enough which is considered to be a great opportunity to the company.
The threat that will most likely confront us in the future is the fact that we
are competing with already established gourmet tuyo businesses across the
Metro Manila and others who are most likely going to launch similar business
and product. Another threat that we could possibly face the lack of resources
especially in the times of calamities where there is only limited fish to catch.
The Mi Amore Gourmet Tuyo is a high-quality product that can be
bought for an affordable price.The said product also has its health benefits that
can be helpful for customers of any age. The 180 grams bottle (which is the
whole tuyo) costs Php 139 and the 220 grams bottle (the tuyo flakes) costs
Php149 at any flavor. These prices will remain within the first 12 months.
As for the promotional strategies that our business, Mi Amore Gourmet Tuyo,
does, we utilize the physical and digital marketing strategies as both of them
also apply to the world’s current era. We see lots of emerging types of
technology where we can easily promote or advertise our businesses in just a
few clicks. Our business applies data analytics to marketing and sales to
discover new useful ways on how to promote through the social media
platforms. Our business continues to be more creative day by day and adjusts
to shifts in consumer demands.

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 1
Chapter 1
THE CHALLENGE
This chapter includes what needs to be discussed, the situation,
and then how the company will address to cope up with the said challenges.
The Challenge of the Business
Our business, the Mi Amore company that sells gourmet tuyo, a
common Filipino viand and is known as the food for the poor and that we
changed and upgraded into a healthy fancy but beneficial dish, has its fair
share of challgenges since our company is just new to the business industry.
That is why it is our aim and main objective to identify, analyze, and solve these
challenges that we will face and to be able to manage every aspect of our
business successfully for many year.
Most of the challenges of our business came from our external
environment like government regulations, ups and downs in economic cycle,
inflation rates, interest rates, and tax compliance. But all these external factors
that affect a small new business, like ours, can be solved by surrounding the
business with the many worlds of information and technology, and also with
professional people who can help the business overcome these challenges.
Being able to fully understand the world we live in today will help us adjust
ourselves and our business add also be prepared and ready for the challenges
that most businesses face today.
Other challenges of our business involves our operations, production,
human resources, customers, and also being aware and ready for the future
directions of our business. But these challenges are basically normal which
means that almos every businesses in the world also face these challenges.
But what makes big businesses overcome challenges many times throughout
their businesses’ lifetime is through planning and organizing every aspects of
the business ahead of time and also in a fast-slow continuum to be able to
understand the importance of acknowledging the presence of big challenges in
the business and knowing how to overcome these.
The problems faced by small businesses, like ours, are
considerable, and one of the worst things a would-be owner, like us, can
do is to go into business without considering these challenges ahead.
There are many ways to help make these challenges easier, but there is
definitely no avoiding them. On the other hand, a competitive drive is
often one of the reasons why people start their own business, and every
challenge represents another opportunity to compete.

Chapter 2
SITUATION ANALYSIS
This section includes the environmental, company, market,
competitor and SWOT analysis of the product or the business itself.
Environmental Analysis
To interpret the environmental analysis for our business, PESTEL was used
and we formulated the following interpretations:
Political Economic
Following the rules and Unemployment rate
regulation set by the
government
Covid 19 protocol
Socio cultural Technology
Career attitudes Posting in social media
Environmental Legal
Plastic disaster Health and safety law
Figure No. 1 PESTEL Analysis for Mi Amore Gourmet Tuyo
• Political
These refer to government policy such as the degree of
intervention.
It is important that our business follows the rules and regulations
set by the government. We need to cooperate for the business to flow
smoothly and avoid problems regarding the company or the rules made
by the government. We need to follow the COVID-19 protocols such as
wearing face masks and face shield while maintaining a distance of 1-2
meters away from each other before selling our product to ensure our
safety.
• Economic
Last year, a lot of people lost their jobs due to the pandemic.
Many employees were affected because of it and a lot of people suffered
because they had no source of income or any means to provide for their
families.
As you can see in
the table, March 2021
the unemployment rate
fell to 7.1% because of
the pandemic and the first enhanced community quarantine, this is the
lowest reported rate since April. The employment rate rose to 92.9
percent in March 2021 from 91.2 in February 2021. From 43.15 million in
February 2021 to 45.33 million Filipinos in March 2021. Most people
were employed before the pandemic but it drastically changed upon the
outbreak of the virus.
• Socio-Cultural
Changes in trends has great impact on the demand for a product.
Sometimes we need to be patient when working for us to maintain a
good work environment. We also need to maintain a good attitude
because it could affect the company’s image if the attitude an employee

shows is unpleasant. An employee needs to be professional and set his
personal life so they could focus when working.
• Technological
New technologies create new products and new processes which
could create great impact on the process of creating and promoting our
product.
It would be faster and easier to make a name for our company
with the help of technology by simply posting a product on social media
like Facebook, Instagram, Twitter, Youtube etc. We can attract
customers using social media. Our product can also reach different
places or regions. Our customers will increase even more once our
product starts getting recognition. We can use Youtube to promote our
product which can reach a lot of people, creating a higher chance for our
sales to increase.
• Environmental
These includes factors such as weather and temperature. It has
an impact on many industries including farming, tourism and insurance.
Plastic is cheap and durable and has revolutionized human
activity and it has a deadly and direct effect on wildlife. In our product we
will use plastic for sealing the product. Since the business just opened
recently and does not have a huge budget yet, we will use plastic for the
mean time. But once the business grows, we will no longer use them to
avoid causing more damage to our environment.

• Legal
It is not just our business that we need to protect. We also need to
protect our workers and take care of them the same way we take care of
our business because they play a huge part in the success of our
business. We also need to train them for each other's health and safety.
Company Analysis
• Company Description
Mi Amore company is known for a delicious and appetizing
Filipino fish delicacy. Mi Amore Gourmet tuyo is upgraded into a healthy-
fancy dish. Mi Amore Company is also known for its customer service.
We have a customer-producer bond.
• Company Logo
For our company’s LOGO, Mi Amore Gourmet Tuyo, we came up
with an idea to use dark and light colors. Dark for the background and
light for the name and fish logo. We used them to emphasize the name
of our product and easily attract the buyers. The logo is simple yet
elegant and looks pleasant to the eyes. We added the fish as a part of
our logo so they would be able to know what the product is made of.
• Company Name & Tagline
The famous tagline of our company, Mi Amore, was made when
the business started and is still being used up to now.
“Mi Amore Will Make You Remember Your Home.”
The company’s name Mi Amore is an Italian word which means
My Love. We want them to let our product be their ‘my love’. And every
time they translate it, they will give two meanings: my love because they
love our product and my love the real translation behind it. Together with
its tagline, Mi Amore company promotes a healthy-fancy dish of a fish
that will make you remember your home.
• Company Resources
According to Businessmantalk (2020), company resources are the
building blocks that can be used to achieve the company’s objectives or
goals. For us to be able to complete and fulfill our business, we need to
identify the things that we need to have.
Since Mi Amore business is not yet established and just started
recently, we concluded the things that we needed to grow our business
and summarized it into a table.
Human Resources Material Financial Intangible
Resources Resources Resources
Chief Executive Equipment: Capital Public image of the

Contribution:
Heat gun Php 70, 000.00
Weighing scale from the CEO
Officer: business brand
P20,000.00/each
Katelene Jeanelle for the other
Flores owner.
Marketing Officer: Tools:

Bowl, Serving
spoon, frying
pan, tongs,
Hannah April Dayrit spatula
Wok
Financial Manager: Tools:
Hazel Pama Chopping
Board, Knife
Operation Tools:
Managers: Record book

Fay Valerie
Richuerta
Ma. Ingred Verde
Table No.1 Company Resources

Interpretation:
Based on the given table above, the company resources are divided into
four categories: human, materials, financial and intangible resources.
For the company’s human resources, we have four main positions which
will work throughout the business operations. The Chief-Executive Officer,
Katelene Jeanelle Flores is responsible for the over-all flow of the business.
Hannah April Dayrit, the Marketing Manager, who oversees supervising
implementation, advocate for the customer’s needs, and communicate with

clients. The Financial Manager, Hazel Pama handles all financial reports,
budgets, and financial statements for the business. Fay Valerie Ricahuerta and
Ma. Ingred Verde who will serve as the Operation Managers is tasked to
analyze and improve organizational processes, and work to improve quality,
productivity, and efficiency. All the above-mentioned names and positions
should ensure that they can exhibit the corresponding duties to be able to
sustain the proper work flow of the business.
For the material resources, the equipment that will be used are heat gun
and weighing scale. These will help in packing the products easily. On the other
hand, the tools such as bowl, serving spoon, chopping board and knife will be
used in slicing all the ingredients, while the other tools such as frying pan, wok,
spatula, and tongs will be used in frying and cooking the ingredients and the
dried herring, while the record book will serve as the monitoring record of all the
transactions and other related matters regarding the business. All these
resources can be expanded if the business will be well-known in the industry.
The financial resource of the business will only be a capital contribution
from the owners. For a total capital of P150,000.00, the CEO contributed an
amount of Php 70,000.00 and the other owners contributed an amount of
P20,000.00 each to be able to operate the business.
The intangible resource only includes the public image of the business
brand. Mi Amore has its own unique selling proposition, product, logo, and
name that will also be considered as its brand image.
• Strengths and Weakness of Company’s Resources

STRENGTHS WEAKNESSES
It can supply to many Equipment and tools can't be over
customers as much as used.
possible.
Transactions will be fast even in Lack of manpower
the other countries.
Table No. 2 Strengths & Weaknesses of Company’s Resources
Interpretation:
The strength of having these resources is that it can supply or serve to
many customers as much as possible because the business operation process
is easy for the staffs to do. In addition, each transaction can also be as fast
even if we supply in other countries that may lead to sudden growth of sales
and having a big name in business industry.
On the other hand, the weaknesses that can be considered are these
equipment and tools can't be over used because if it was abused by the
workers/staffs it can be broken and of course, the lack of manpower since the
owners are the ones who will manage the ongoing business operations.
Product Resources
The type of partnership that the Mi Amore has is a buyer-supplier
relationship. The company has its own suppliers when it comes to the
ingredients and the packaging of the product.
For our supply of tuyo we have a supplier Amanda’s Marine Products
which is in Villa Carolina Subdivision, Puerto Rivas, Balanga City, Bataan. The
supplier for our bottle packaging is the owner’s friend, Frances Anne Malangit
and her shop is Central Packaging Hub located in 2nd floor Manjares place,
Diversion Road Barangay Camambugan, Daet, Camarines Norte.
Lastly, for the vegetables and other ingredients the supplier is Q Mart
Vegetables Supplier Wholesaler Retailer that located in 127. Ermin Garcia
Ave., Quezon City, 1102 Metro Manila.
All our suppliers are trustworthy and has a name. The production of our
product will be easy because we have our own contacted suppliers. The said
businesses has a good reputation and consistency of supplying in a company.
The possible problem that we will be facing is the delayed supply if
something happens to the supplier. Delayed supply of the needed product will
cause a delay in making and distributing gourmet tuyo. But in doing a business
you need to have another plan. In our case we have plan b, c, and d to serve
as a substitute and solution to the problem.
Market Analysis
There is indeed a wide range of possible customers when it comes to
selling gourmet tuyo. Which is why the business' target market can't be limited
to a certain group of people only. There could be customers who loves gourmet
tuyo and those who are curious as to how the product tastes.
The table below shows the concluded market segment:
MARKET A: MARKET B: MARKET C:

YOUNG ADULTS MIDDLE AGE OLDER ADULTS
(20-39) ADULTS (65+)
(40-64)
Characteristics Follows the trends Active Seasonal
Preferences Tasty and Trendy Healthy Healthy
Buying Impulsive Usefulness and Familiarity and

Behaviors Practicality of Usefulness of
Product Product
Market Size Huge Average Few
Table No. 3 Market Analysis
Interpretation:
Based on the table above, the young adults and middle aged adults are
a lot more active than the older adults in their characteristics because they are
seasonal. With their preferences, the young adults tend to follow the trend
while the middle aged adults and older adults prefer products that are good for
ones health. When it comes to buying behaviors, young adults tend to buy
products impulsively, the middle aged adults pay attention to the products
usefulness and practicality, while the older adults buy products that are familiar
and useful to them. As for the market size, there is a huge population of young
adults while there is an average population of middle age adults and a few
older adults.
Competitor Analysis
Gourmet Tuyo has been
trending in the Philippines for
some time now. According to
Department of Health (DOH), the
average salt intake of Filipinos is
more than double including the
food dried fish. They also stated that Filipinos love eating “tuyo” and “daing”
since it is affordable specially to the lower and middle class, a reason why
many people including the high-class and other restaurants use fried fish in
their dishes which has a good shelf life as it has high salt content aids in
preventing spoilage.
Proving tuyo’s growing popularity, Food and Agriculture Organization of
United Nation estimated the consumption of fish products including the dried
fish in Asia-Pacific Region. Pacific Island landed at the top of the list followed
by the South-East Asia as the place with the second most consumed fish
including dried fish in Asia Pacific Region.
The statements above proves that Filipinos are really into gourmet tuyo
but at the same time, we still decided to go on to the other competitors to know
which other companies are well-known for their products.
However, while gourmet tuyo takes the throne as a good appetizer, one
can’t deny that there are times made for a healthier alternative fish and tuyo.
The Everything MNL, same as the website, listed down the well-known gourmet
tuyo brands in Metro Manila:
WELL-KNOWN GOURMET TUYO BRANDS IN METRO MANILA
Neri's Gourmet Tuyo

Mamai’s Kitchen
SSB Gourmet Tuyo
Tam's Gourmet Tuyo
Jezra's Gourmet Tuyo
Melo's Gourmet Tuyo
Amira’s Gourmet tuyo
Connie's Kitchen Deli
Ysabella's Gourmet Tuyo

house of Mellies Gourmet Tuyo
Table No. 4 Well-known Gourmet Tuyo Brands in Metro Manila
The following brands that were mentioned above may be consider as our
possible competitors. When it comes to gourmet tuyo, Neri’s Gourmet Tuyo is
our top competitor. Based on the given statements above, we have concluded
the top three competitors:
Competitor A: Neri’s Gourmet Tuyo
• Brief Company Description
Neri’s Gourmet Tuyo business is owned by Neri Naig-Miranda,
Filipina actress, and wife of the famous band vocalist Chito Miranda.
Neri’s Gourmet Tuyo craved for what seems to be a sun-dried fish that
has a powerful, unusual smell. Many foreigners hate it because it doesn’t
smell nor look appetizing at all but if you are a full-blooded Filipino, many
people automatically want to eat it for breakfast, lunch, and dinner.
• Strength
One of which is Neri’s Gourmet Tuyo turned a simple “tuyo” or
dried fish into something that’s Instagram worthy but not even an app
filter can give justice to its flavor. They cooked the tuyo and added some
olive oil, spices, and chili and turned it into something refined. They
bottled them in and sold them online. Now, the business is thriving,
gaining more and more resellers all over the country, and even outside
the Philippines.
• Weaknesses
Having the similar flavors of gourmet tuyo to the other competitors
will be one of the reasons why the customers will not buy the product. As
per the serving, the small size of the bottle packaging costs P185 each.
It is too costly to other customers who cannot afford but still wants to
taste the product.
• Market Shares
As per their market shares, they don’t have any specific data or
the company's portion of sales within the entire market in which it
operates.
• Product Shares
For their product position, Neri’s Gourmet Tuyo positioned
themselves in the minds of the consumers to that their ingredients are all
fresh which offers the uniqueness taste of Neri’s Gourmet Tuyo.
Competitor B: Mamai’s Kitchen
Mamai’s Kitchen is a Facebook-based online store
selling both gourmet tuyo and tinapa. The brand was
started by Madeleine Sianghio in 2017. Sianghio
entepreneur, said that this was meant to have
additional income while staying at home to care for
her children. In an interview, the entrepreneur mom said she originally only
wanted to resell another brand’s products. However, there were already a lot of
competition in market place because of the same products. Sianghio then
decided to create her own recipe that is now popular in Manila.
• Strength
All of Mamai’s Kitchen’s products are homemade, so the
company are guaranteed to get that authentic taste of their flavors:
Gourmet tuyo flakes in olive oil: Made from local tamban, Gourmet
tinapa in corn oil: It features different spices for added flavor, Gourmet
tuyo pasta sauce: The fish is soaked in thickened olive oil you can add
directly to any pasta. The entepreneur want the the costumers to
experience their different flavors of gourmet tuyo in affordable price that
costs between 190 and 200 pesos.
• Weaknesses
Since many competitors use bottle as a packaging and are also
affordable prices, People might not see the uniqueness in the packaging
as well in the product. Mamai’s Kitchen use online selling as a platform.
In this regard, company has lot of competitors who also sell online with
the same product.
• Market shares
As per their market shares, Mamai’s Kitchen doesn’t have any
specific data or the company's portion of sales within the entire market in
which it operates.
• Product Shares
Mamai’s Kitchen position themselves in the minds of the
consumers to be the leading gourmet tuyo which offers the best
authentic taste of their flavors.
Competitor C: SSB Gourmet Tuyo
SSB Gourmet Products is another brand started
by a home-based mom. Anne Bautista, the brand’s
founder, said she wanted to try something new with
the dish. The entepreneur noted that the options
back then were only regular tuyo and oil and the
spicy variety. With this, she noted that people were initially hesitant to try out
the new flavors they have. But after some time, more orders came in, letting her
expand her business.
• Strength
SSB Gourmet produced all the different flavors that are well-
balanced and made from high-quality ingredients. The fish they use for
the recipes are sourced from Cavite. Their salted eggs tuyo, on the other
hand, are made from organic eggs. According to entrepreneur, this
makes it less salty than regular eggs and is a healthier option. The result
of her experiments has six flavors that are sure to catch the attention of
tuyo lovers: Salted eggs, Lemongrass, Basil, Chili garlic, Lemon, and
Turmeric.
• Weaknesses
Having the similar flavors, bottle packaging, platform of selling
and similar product to the market to other competitorss, these can be
one of the reasons why the customers will not buy the product. There
might also a possible problem in production because of the limited
sources of raw dried fish and tuyo since the company has widely similar
product to the market.
• Market Shares
As per their market shares, SSB Gourmet doesn’t have any
specific data or the company's portion of sales within the entire market in
which it operates.
• Product Shares
SSB Gourmet positioned themselves in the minds of the
customers that offers a wide variety of flavors that catch the attention of
tuyo lovers.
Each of the said competitors also experienced failures inside their company
and to their products, they also experienced some problems and challenges to
their business. They also started small in the world of business but as time
passes by, they were able to cope up and was able to find ways on how they
are going to manage the business in their own unique way.
After stating the competitors and their latest latest status on how they
handle thir business, we concluded that our business has still a long way to go
to be fully successful. We believe that each of the opportunities that will come
will serve as a stepping stone to the business. Instead of taking it in a negative
way, we should set these competitors on how they think and manage their
business as our guide and inspiration by taking one step at a time.
SWOT Analysis
To be able to help in analyzing the internal and external factors that can
make or break our success towards our marketing goal, SWOT analysis should
be applied.
According to Kick (2009), SWOT stands for Strength, Weaknesses,
Opportunity and Threats analysis which will provide you with a good foundation
for your strategy, business proposition, the position of your company, the
direction of your company, and even discover which ideas are worth pursuing.
He also that if you want to progress, completing a SWOT analysis is something
you should do to your busines.
We want to build a healthy fish gourmet apetizer company in the
Philippines. Hence, we are able to determine the different strengths,
weaknesses, opportunities, and threats that may likely occur throughout the
business operations:
Strength Weaknesses
• It is a very tasty and affordable • The production cost is very
food with a lot of health pricey especially when it
benefits. comes to the packaging.
• It is a preserved food that lasts • People who eat it might be
up to 6 months, the product fed-up with its’ taste after
can feed 4 to 5 people in one consecutive intakes.
serving. • Has only one branch
• Product can use as a
treatment.
• It is very eco-friendly and can
minimize waste produce.
Opportunity Threats
• The product can save a big • There exist other bottled foods
amount of money allotted on that might be a competition to
food. Mi Amore Gourmet Tuyo.
• Food is in demand especially • Product can be easily substituted
during this pandemic. by other well-known brands.
• The taste is flexible. • Fish produce might be limited

• Can expand the if the growth over the time.
of sales is enough.
Table No. 5 SWOT Analysis of Mi Amore Gourmet Tuyo
Interpretation:
Based from the indicated below, our strength lies in the fact that gourmet
tuyo as a lot of health benefits that can meet the need of the customers. The
product itself can last for 5 months and can feed up to 4 persons in just one
serving for affordable price of our delicious gourmet tuyo. Aside from that, it has
health benefits, gourmet tuyo promotes healthy living for the people since it can
also serve as a health treatment food that helps the custumers to prevent any
kind of diseases like blood pressure, cholesterol and inflammation. In additon,
our company used an eco-friendly packaging to help the environment minimize
waste produce.
For the business’ weaknesses, the production cost is very pricey since
our company wants our customer to have a good impression when they see the
packaging of our product. With this, the sales of the product should be enoough
to retrieve the production cost of gourmet tuyo to our company. In the taste of
the product, people might be fed-up after consecutive intakes. With this, we
promote that our gourment tuyo can be use in many special ways like tuyo with
tomatoes or champorado or it can be partnered with sweet-vinegar sauce as a
dish. For a fact that our business has one branch only since the business is just
starting, this might be our weakness from other brands that are well-known. But
nevertheless, we have plans to launch a big surprise involving our product. Our
company will make sure that we will give a memorable and positive impression
to the customerss not just in the packaging, but also to the consistency tase of
our product gourmet tuyo.
The opportunities available in our business is that many people will
consume our product since they also have the opportunity to save a big amount
of money allotted to their food. In this time of pandemic, food is very esential
and in demand that’s why our gourmet tuyo is really perfect in this time. Since
food has high demand and loads of people wants a delicious food that is
affordable at the same time, the product can possibly expand if the growth of
sales is enough which is considered to be a great opportunity to the company.
The threat that will most likely confront us is the fact that we are
competing with already established gourmet tuyo companies across Metro
Manila and other entrepreneurs who are most likely going to launch similar
business and product. Our company is very aware that they will compete with
us in winning over the available market. Another threat that we could possibly
face the lack of resources over the time specially in the times of calamities
where there is only limited fish to catch.

CHAPTER 3
Communication Strategy
Positioning Strategy 1: Price-Quality / Healthy Positioning Map
Figure No. 2 Price-Quality / Healthy Positioning Map
Interpretation:
As seen in the illustration above, compared to its top major competitors,
our brand, the Mi Amore Gourmet Tuyo is both in the middle of having a better-
quality product than the other brands and for a reasonably better price, too.
Among our product’s five strongest competitors, the one that has the highest
cost price and also selling price is the brand, Green Room. Its 200 grams bottle
filled with goods is worth 300 Php which is much expensive compared to other
brands. Though, it is worth note taking that Green Room uses its own secret
spice to separate their product from the competitors and went with the healthier
option of using Olive Oil instead of Corn Oil which is commonly used.
The next brand is the well-known, Gustavo Gourmet Tuyo. Its business
has been going strong for the past decade and a half located at Bicol Region
where most of the city’s Gourmet Tuyo supplier come from. Its 225 grams bottle
is being sold for 250 Php which is still expensive compared to the average
selling price. But because of the product’s different varieties like original, mild,
and spicy gourmet tuyo, combined with the healthier oil option, Olive Oil, no
wonder the Gustavo Gourmet Tuyo has been in the industry since the early
2000’s.
Compared to the first two competitors of our product, the last three
brands, Maynet’s, Elle’s, and Dish, have nothing really special that stands out
from the crowd. It is only worth noting that these brands have a satisfactory
production of Gourmet Tuyo that is why our product still needs to keep an eye
out on them. Maynet’s sell their 200 grams bottle for 200 Php which is still
above the average selling price but not surprising since its products are being
made in the Bicol Region. The Elle’s 220 grams bottle is worth 150 Php which
is the average selling price but offers nothing special except for their product’s
flavor variation which are the original and spicy one. Lastly, we have Dish’s 200
grams bottle of Classic and Original Gourmet Tuyo sold for 100 Php. Just like
the other two brands being mentioned before, this product uses corn oil which
is nothing really special and offers only two flavors which are the original and
spicy one.
Now, our business’s product, Mi Amore Gourmet Tuyo, offers all the
different aspects a customer could ever wish for. Our product may not be the
cheapest and has the best quality among our competitors, but the fact that our
product lies in the middle of being an inexpensive product with a high-quality
performance, we are the perfect option for the customers. Our product may not
be the healthiest since we only use canola oil and not olive oil, ours are
definitely way healthier than most of the other brands that use corn oil. Our
product may not be the cheapest, but we are still under the usual average
selling price. Our product may not be the best and highest quality Gourmet
Tuyo of all, but we offer our own version with special flavor and ingredients that
is truly homemade which will definitely make our customers remember and
miss their home. Our product, the Mi Amore Gourmet Tuyo, is specially made
for our target customers that craves for something that is affordable and
reasonable while still eating a healthy fancy-like dish which will make them
crave for more.

Positioning Strategy 2: Variety-Natural Positioning Map
Figure No. 3 Variety-Natural Positioning Map
Interpretation:
Based on the Variety-Natural Positioning table above, Maynet’s Gourmet
Tuyo and Green Room Gourmet Tuyo has a narrow variety but even though
they are the same in the variety positioning, they are different in natural
positioning. Maynet’s Gourmet Tuyo is less natural while, Green Room
Gourmet Tuyo is more natural. Maynet’s Gourmet Tuyo products are made
from Bicol Region but doesn’t have any varieties and natural of the product,
While Greem Room Gourmet Tuyo uses its own secret spice and went with the
healthier option of using Olive Oil instead of Corn Oil which is commonly used
but it doesn’t have any varieties that’s why this was patronized by narrow
variety only.
Somehow, Mi Amore Gourmet Tuyo, Gustano Gourmet Tuyo, Dish
Gourmet Tuyo and Elle’s Gourmet Tuyo has a wide variety and same variety
position. However, Dish Gourmet Tuyo and Elle’s are less natural while Mi
Amore and Gustano are more natural. The Dish and Elle’s offers nothing
special except for their product’s flavor variation which are the original and
spicy one. Mi Amore Gourmet tuyo uses Canola oil which is healthier and has
lots of health benefis than other competitors, while Gustano Gourmet Tuyo has
different varieties combined with the healthier oil which is Olive oil that’s why Mi
Amore’s and Gustano’s was patronized by the wide variety.
Positioning Statement
The business’ product position should be “Mi Amore Gourmet Tuyo will
be the young adults' favorite Gourmet Tuyo brand”.
The said positioning statement can be achieved if the goals set for the
business will be attained. The other factors such as promotion and production
can also serve as a huge step in achieving them.
Market Segment
Consumers believe that Gourmet Tuyo can serve as treatment for
various diseases because of its healthy ingredients. Gourmet Tuyo can also be
used in making tasty and fancy dishes that are at the top of the trend
nowadays. Dishes such as Creamy Tuyo Pesto, Spicy Tuyo Puttanesca, Spicy
Tuyo Pasta, and other dishes being served in restaurants with a pleasant
plating caused a great rise in sales of brands producing Gourmet Tuyo.
With these, the researchers concluded the target market segment:
TARGET MARKET SEGMENT
YOUNG ADULTS
Difference from other market It is easier for you to buy gourmet
tuyo through our social media and
also available at the grocery store
and our product is mixed with
nutrients.
Behavior Because we are more often in
technology or on social media. They
are easy to target because we focus
on social media and can also be
seen by endorsers.
Preference They prefer a high-quality product but
an affordable price. Gourmet tuyo is
good to paired with rice, you don't
need to add soy sauce anymore
because you can also use the
gourmet oil.
Table No. 6 Target Market Segment
Interpretation:
Based on the table above, the young adults are our target market
because nowadays, young adults are focused on social media so they can see
our products posted on social media or posters that can be seen in the grocery.
Lastly, they would most-likely prefer a high-quality product with an affordable
price that is easy to eat and does not take much time to prepare.
Other target market also includes to the following groups of people:
• Tourist
• Household
• Children
• Everyone who wants to try our product
• Families looking for good quality, affordable, home cooked meals to take
home and prepare for their families with ease.
Product Strategy
The Mi Amore Gourmet Tuyo is a high quality product that can be
bought for an affordable price.The said product also has its health benefits that
can be helpful for customers of any age.
Our product consists of fresh tuyo, fresh vegetable (carrot, onion, garlic),
canola oil and chili. The available flavors are the following:
AVAILABLE FLAVORS
Original
Available in 180 & 220 grms Spicy

Sweet and Spicy
Table No. 7 Available Flavors of the Product
Interpretation:
Our packaging is a simple 180 & 220 gram jar with the product name on
the front and a list of the ingredients placed on the back. The glass bottle can
be reused for refilling the gourmet tuyo or other products.
Sample Pictures of our Products:
Price Strategy
There are factors that we considered before settling on the price of our
product. These factors are the costs, customers, positioning, competitors, and
profits.
The price of tuyo and other ingredients such as vegetables and oil are
affordable but to be more detailed and organized in price-making, we needed to
be financially informed before everything. We ensured to list all the costs that
are involved in running our business. Customers, we should consider their
opinions to our product because they are the ones who will avail/buy it.
Positioning, we asked ourselves, where do we want to be in the marketplace?
To be in a high-end brand or to be in the cheapest and we just want to be in the
middle. We also considered the competitors who will give us ideas how we
should do the pricing by knowing their price. And lastly, the profit is the one of
the most important factors to consider because this is one of the reasons why
we built our business.
Therefore, the 180 grams bottle (which is the whole tuyo) costs php139
and the 220 grams bottle (the tuyo flakes) costs php149 at any flavor. We used
the good quality tuyo and freshly harvested vegetables. These prices will
remain within the first 12 months.
Promotion Strategy
As for the promotional strategies that our business, Mi Amore Gourmet
Tuyo, does, we utilize the physical and digital marketing strategies as both of
them also apply to the world’s current era. We see lots of emerging types of
technology where we can easily promote or advertise our businesses in just a
few clicks. Our business applies data analytics to marketing and sales to
discover new useful ways on how to promote through the social media
platforms. Our business continues to be more creative day by day and adjusts
to shifts in consumer demands.
About the placement of the advertisements, our business uses both
physical and digital marketing strategies to gain more attention from the
audience and customers.
Before choosing a location to launch Mi Amore Gourmet Tuyo and
picking a certain brand for the ingredients, we studied about the available
market within the city and discussed where we plan to position our business.
Upon studying, we found more knowledge which helped us figure out
ways to attract our customers per time and for our product to cope up with our
competitors.
We asked various people with knowledge on making different dishes to
develop marketing strattegies that can help in achieving our goals for this
business.
Mi Amore Gourmet Tuyo will adopt the strategies listed below containing
different approaches in selling our product:
• Communication Objectives
o Above-the-Line Strategies
Even though the business has only started recently, we have
discussed that it is the great time to publicize and introduce the brand
to the industry.
Here are the platforms we've planned to promote Mi Amore
Gourmet Tuyo:
o Place advertisements on newspapers, magazines, billboards, etc.
o Print and give out fliers which include information about the
product.
o Promote the brand on social media through videos, articles,
photos, etc.
• Sample Posters for the Product (Above-the-Line Strategies)

o Below-the-Line Strategies
Since the business has only started after a while, it is our main
aim to focus more on conducting extensive market research, in an
effort to identify our target market or a group of customers who
are more likely to purchase the products since below-the-line
advertising reaches consumers in a more personalized,
direct manner.
The main types of below-the-line advertising systems that
our business will include in our communication strategies are
direct mail campaigns, social media marketing, trade shows,
catalogs, and targeted search engine marketing.
Below-the-line strategies has its fair share of advantages that
makes it much more useful and applicable to our business. The
below-the-line advertising strategies can be much more cheaply
and can easily scaled up or down. Furthermore, below-the-line
methods make it easier to track conversions with intended
consumers. Lastly, below-the-line marketing fosters superior
customer engagement, which is very critical in today’s
modern business landscape.

CHAPTER 4
METRICS AND TARGETS
The following Metrics and Targets were concluded:
Key Result Area Key Performance Targets

(KRA) Indicators (KPI)
Improve the taste of • Improved the 20 percent increase in

the product number of sales customer satisfaction
or growth sales survey
• Improved 20 percent increase in
customer growth sale
satisfaction 10 percent increase in
scores number of customers
served per day by mid-
year
Improve the • Improved the 10 percent increase in
packaging customers’ growth sale
expectations to
the product
• Improved brand
recognition
• Improved the
number of sales
or growth sales
Improve the • Improved the 10 percent increase in
advertising or number of sales number of customers
promotion of the or growth sales served per day by mid-
product • Improved brand year
recognition 20 percent increase in
growth sale
Improve the service • Improved 20 percent increase in
quality customer customer satisfaction
satisfaction survey
scores 10 percent increase in
• Improved brand number of customers
recognition served per day by mid-
year
Increase the location • Number of 10 new number of
or geographical reach stores stores opened and
for the product • Number of entered after 10 years
product 10 percent increase in
number of customers
availability within served per day by mid-

the availability year
store
• Improved brand
recognition
Table No. 8 Metrics and Targets
Interpretation:
Based on the given table, the key result of the KRA of what can you do
to improve your business and the KPI is connected to KRA. The first key result
area is to improve the taste of product with the improve the number of sales
and the growth sales and customer satisfaction scores. Its target to have a 20
percent increase in customer satisfaction survey, 20 percent increase in growth
sale and the 10 percent increase in number of customers served per day by
mid-year.
The second key result area is to improve the packaging with it having an
improve the customer expectation of the product, brand recognition and the
number of sales or growth sales. The target in this area is having a 10 percent
increase in growth sale.
The third key result is to improve the advertising or promotion of the
product. With the improve the number of sales or growth sales and the brand
recognition. The target is 10 percent increase in number of customers served
per day by mid-year and 20 percent increase in growth sale.
The fourth key result of area is improving the service quality. Its key
performance to improve the customer satisfaction scores and the brand

recognition. The target is 20 percent increase in customer satisfaction survey
and 10 percent increase in number of customers served per day by mid-year.
Lastly, the key result area is increasing the location or geographical
reach for the product. Having an improved brand recognition, number of stores
and number of product availability within the availability store. The target should
have a 10 new number of stores opened and entered after 10 years and 10
percent increase in number of customers served per day by mid-year.
Anticipated Financial Sales/Projections
Under the metrics and targets, revenues earned, sales growth and other
measurable quantifiable figures should also be included.
The following are the financial projections of Mi Amore Gourmet Tuyo.
SALES PROJECTIONS FOR 180 GRAMS JAR

Acquisition Selling Profit Total Profit / 15
Product Quantity
Cost Price Cost/pc. pcs.
Original 20 pcs. P 83.00 P 139.00 P 56.00 P 1,120.00
Spicy 20 pcs. P 83.00 P 139.00 P 56.00 P 1,120.00
Sweet & P 139.00 P 56.00 P 1,120.00
Spicy 20 pcs. P 83.00
83 x 60 =
TOTAL 60 pcs. P 3,360
4,980
Table No. 9 Sales Projections for 180G Jar
Interpretation:
The quantity of bottled gourmet tuyo (flavor) to be sold per day will be
20 pieces. Each whole gourmet tuyo will be sold for Php139.00. The profit cost
for each item will be Php56.00. So, the total profit sales of 60 pieces will be
3,360 pesos a day.

SALES PROJECTIONS FOR 220 GRAMS JAR

Acquisition Selling Profit Total Profit / 10
Product Quantity
Cost Price Cost/pc. pcs.
Original 10 pcs. P 100.00 P 149.00 P 49.00 P 490.00
Spicy 10 pcs. P 100.00 P 149.00 P 49.00 P 490.00
Sweet & 10 pcs. P 100.00 P 149.00 P 49.00 P 490.00
Spicy
30 x 100 =
TOTAL 30 pcs. P 447.00 P 1,470
3,000
Table No. 10 Sales Projections for 220G Jar
Interpretation:
The quantity of bottled gourmet tuyo (flavor) in flakes to be sold per day
will be 10 pieces. Each gourmet tuyo flakes will be sold for Php149.00. The
profit cost for each item will be Php 49.00. So, the total profit sales of 30 pieces
will be 1,470 pesos per day.
SALES PROJECTIONS PER DAY

180G Jar 60 pcs x P 139.00 8,340
220G Jar 30 pcs x P 149.00 4,470
TOTAL 12,810
Table No. 11 Sales Projections Per Day

Interpretation:
For the 180g Bottle, we have a total of P8,340.00 while the 220g Bottle
has a total of Php 4,470.00 for a total of P12,810.00 sold pieces per day.
Estimated Operating Cost per day:
Rental Fee (10,000/month) = 333
2 Staffs Salary (500 each) = 1,000

Product Cost:
180g (60 pcs x 83.00) = 4,980
220g (30 pcs x 100.00) = 3,000
Electricity (1,000/month) = 33
Water (500/month) = 17
TOTAL AMOUNT = 9,363
Interpretation:
Based on the given computation above, the rental fee for the location is
Php 333.00 per day. Having 2 staffs working and operating has a labor of Php
1,000. The product cost for 180g bottle has a total of Php 4,980.00 while the
220g bottle has Php 3,000.00. Electricity fee will be Php 33.00 a day while the
Water fee will be P17.00 per day for a total of Php 9,363.00 which serves as
our estimated operations costs.
SALES PROJECTIONS PER DAY/YEAR
Per Day Per Year or 355 days
Total Sales 12,810 4,675,650
Operating Costs 9,363 3,417,495
Total Sales Projections 3,447 1,258,155
Table No. 12 Sales Projections Per Day/Year
Interpretation:
For the total sales, the Mi Amore Gourmet Tuyo will gain a total of
Php12,810.00 per day which is equivalent to Php4,675,650.00 per year. The

operating costs has a total of Php9,363.00 per day which is equivalent to
Php3,417,495 Lastly, the total sales projections for the Mi Amore Gourmet
Tuyo per day is Php3,447.00 which is also equivalent to Php1,258,155.00 per
year.
References:
Philippine Statistics Authority (2021). Retrieved from
https://psa.gov.ph/statistics/survey/labor-and-employment/labor-force-
survey/title/Employment%20Situation%20in%20March%202021?fbclid=IwAR1
a5e7fjwlvhR1h-gUCfNEVxxpSWN4IYa0h_Azk_LxxfqVO4DFC78dAbSI
Jesnoewski, A., Metzeling, M., Brescia, P., Pollock, T., Day, A., &
Williams, B. (2021, May 20). Five factors to consider when pricing products or
services. SmartCompany. https://www.smartcompany.com.au/business-
advice/five-factors-to-consider-when-pricing-products-or-services/.
Mnl, E. (2019, November 23). The Best Gourmet Tuyo Brands You Can
Buy. Everything MNL. https://evrythngmnl.com/the-best-gourmet-tuyo-brands-
you-can-buy/.
Appendics: Curriculum Vitae
DAYRIT, HANNAH APRIL B.
T. Bugallon St., Tondo Manila
[email protected]
09063478170
PERSONAL INFORMATION
Age: 17
Date of Birth: April 29, 2004
Place of Birth: Manila
Religion: Evangelical Christian
Nationality: Filipino
EDUCATIONAL BACKGROUND
Polytechnic University of the Philippines Manila Science High School

Sta. Mesa, Manila Taft Avenue, Padre Faura St.
Senior High School Junior High School
2019-2021 2015-2019
Padre Mariano Gomez

Pedro Guevarra St. Sta. Cruz, Manila
Grade School
2010-2015
FLORES, KATELENE JEANELLE D.
Sto.Tomas South, Jaen, Nueva Ecija
[email protected]
09750238836
Age: 17
Date of Birth: August 21, 2003
Place of Birth: Sta. Rosa Laguna
Religion: Born Again, Christian
Polytechnic University of the Philippines General de Jesus College

Sta. Mesa, Manila San Isidro, Nueva Ecija
2019-2021 2015-2019
Sto. Tomas South Elementary School

Sto. Tomas South, Jaen, Nueva Ecija
Grade School
2008-2015
PAMA, HAZEL N.
Grass Residences, Quezon City
[email protected]
09462766670
Age: 19
Date of Birth: January 3, 2002
Place of Birth: Bacolod City
Religion: Roman Catholic
Polytechnic University of the Philippines Quirino Highschool

Sta. Mesa, Manila Molave Street, Quezon City
2019-2021 2015-2019
Kruz Na Ligas Elementary School

Brgy. Krus Na Ligas Diliman, Quezon City
Grade School
2008-2015
RICAHUERTA, FAY VALERIE
3061 Int. 22 Cordillera St. Manila
[email protected]
09278731326
Age: 17
Date of Birth: January 5, 2004
Place of Birth: Manila
Polytechnic University of the Philippines Regina Apostolorum Academy

Sta. Mesa, Manila 4700 Valenzuela St. Sta. Mesa
2019-2021 2015-2019
Bacood Elementary School

Mag. Albert Sta. Mesa, Manila
Grade School
2009-2015
VERDE, MA. INGRED H.
Commonwealth, Quezon City
[email protected]
09770677230
Age: 17
Date of Birth: June 9, 2003
Place of Birth: Quezon City
Polytechnic University of the Philippines Commonwealth Highschool

Sta. Mesa, Manila Ecols St. Brgy. Commonwealth QC
2019-2021 2015-2019
Manuel L. Quezon Elementary School

MRB Compound Pilot Area Brgy. Commonwealth QC
Grade School
2009-2015
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Marketing Plan Mi Amore Gourmet Tuyo

Uploaded by

Copyright:

Available Formats

Marketing Plan Mi Amore Gourmet Tuyo

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Marketing Plan Mi Amore Gourmet Tuyo

Uploaded by

Copyright:

Available Formats

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Mi Amore Gourmet Tuyo

A Marketing Plan Presented to the Faculty of the

In partial fulfillment of the requirements for the course:

DAYRIT, Hannah April B.

FLORES, Katelene Jeanelle D.

RICAHUERTA, Fay Valerie L.

VERDE, Ma. Ingred H.

Prof. Leonardo G. Adap

Table of Contents .............................................................................................II

Executive Summary ....................................................................................... IV

The Challenge ...................................................................................................1

Situational Analysis .........................................................................................3

Environmental Analysis ........................................................................3

Company Analysis .................................................................................6

Company Description ....................................................................6

Company Logo ..............................................................................6

Company Name & Tagline ............................................................7

Strengths and Weaknesses of Company’s Resources……………9

Market Analysis ...................................................................................11

Competitor Analysis ............................................................................12

SWOT Analysis ....................................................................................19

Communication Strategy ...............................................................................23

Positioning Map 1........................................................................23

Positioning Map 2........................................................................26

Positioning Statement .........................................................................27

Market Segment ...................................................................................28

Product Strategy ..................................................................................29

Place Strategy ......................................................................................31

Above-the-line Strategies ............................................................32

Below-the-line Strategies ............................................................33

Metrics and Targets........................................................................................35

Anticipated Financial Projections ......................................................37

Estimated Operating Cost ...................................................................38

Sales Projections .................................................................................39

A. Curriculum Vitae ...............................................................................42

Mi Amore company is known for a famous, delicious and appetizing

opening of our business.

like blood pressure, cholesterol and inflammation. In additon, we use a very

eco-friendly packaging to help the environment minimize waste produce.

The opportunities available in our business is that many people will

sales is enough which is considered to be a great opportunity to the company.

The Mi Amore Gourmet Tuyo is a high-quality product that can be

technology where we can easily promote or advertise our businesses in just a

to shifts in consumer demands.

This chapter includes what needs to be discussed, the situation,

The Challenge of the Business

Our business, the Mi Amore company that sells gourmet tuyo, a

business successfully for many year.

Most of the challenges of our business came from our external

environment like government regulations, ups and downs in economic cycle,

that most businesses face today.

Other challenges of our business involves our operations, production,

their businesses’ lifetime is through planning and organizing every aspects of

the business ahead of time and also in a fast-slow continuum to be able to

understand the importance of acknowledging the presence of big challenges in

the business and knowing how to overcome these.

The problems faced by small businesses, like ours, are

do is to go into business without considering these challenges ahead.