Arnelers

MARKETING PLAN

I. Executive Summary

II. Current Marketing Situation Analysis

A. Industry Study

Through the years, the main choice of most people in selecting what kind of desert they would like to have in their meals in the Philippines are ice cream, halo-halo and other sweets with cold and refreshing taste. However, some do prefer cakes instead of these sweets because of its delicious taste and tempting presentation. Cupcakes are also one of these alternatives that most of the market admires. Even though people desire to have deserts in their meals, some would rather not have any at all because of being cautious on what they eat to keep their bodies healthy. An estimated number of 30% of the entire desert industry market preferred healthy deserts and are in search of good tasting products with health benefits. The consumers frequently checks the label especially the nutritional facts of a product before they consider buying it or ask questions to stalls who sells different kinds of deserts to know its ingredients and health benefits. This is the reason why most of these consumers prefer cold and refreshing deserts than cakes because they know that cakes contain a huge amount of carbohydrates and fat that may affect their health.

The demand for desert is huge that even a person in an Upper Class in the community frequently consumes and eats deserts. The demand for cold and refreshing deserts is partially higher than cakes and other sweets since our country has a tropical condition that favors the cold and refreshing foods as a desert in their meal. However, cakes, doughnuts, and other sweets demand is growing due to the innovation of the products that suits the taste of the Filipino people.

Sample Marketing Analysis

(Growth/Decline Patterns)

Potential Customers Percentage

Teens 10%

Workers 15%

Seniors 5%

The innovation of these sweets causes a huge change to restore the demand for cakes and other deserts....