DEPARTMENT OF EDUCATION

REGION III
Division of City of San Fernando
PAMPANGA HIGH SCHOOL
PHS Blvd., Brgy. Lourdes, City of San Fernando, Pampanga

“OBRANG KAPAMPANGAN”

(A Mini-Marketing Plan)

In partial fulfillment

of the requirements for the subject

PRINCIPLES OF MARKETING

LEADER:Capati, Jarmaine L.

MEMBERS:Caballa, Precious Paula Nicole C.

Bondoc, Jane Abigail B.

Caballero, Bianca R.

Bungque, Danielle Gail Y.

Bonifacio, Princess Joy O.

Carreon, Markcel C.

Cheng, Carlo C.

.Capati, Jenrick Kert B.

June 2023
Mr. Dexter L. Fabian
Subject Teacher
Vl. MACRO - ENVIRONMENTAL ANALYSIS

A. ECONOMIC

A number of economic factors may have an impact on Linamnam's sales and

production. For instance, the Philippines' economy has been expanding steadily over

the past few years. As a result, there is a market for gourmet foods like Linamnam.

For low-income households, the cost of gourmet tuyo may be affected by high

inflation rates. Therefore, it is crucial to think about pricing strategies that strike a

balance between consumer affordability and profitability. Additionally, the price of

the raw ingredients used to prepare gourmet Tuyo, like fish, spices, and oil, can have

a big impact on the cost of the finished product. Any changes in the price of these

raw materials could have an impact on profitability. The currency rate is also further

factor that may affect the price of imported raw materials and equipment used in the

making of Linamnam. If the Philippine peso is weak in relation to other currencies,

this may increase the cost.

B. POLITICO - LEGAL

Gourmet Tuyo's business is impacted by different political and legal factors that

have to do with the government's involvement in the economy. These factors include

things like government rules, how stable the government is, and laws about the

environment. We need to follow these rules in order to do well. Also, there are laws

about health and safety, equal chances, how things are advertised, people's rights as

customers, and making sure our products are safe that affect our business. We have
to follow these laws to be successful. Moreover, in the Philippines or other countries

where it is produced and sold, our product, Linamnam would be subject to the

appropriate laws and regulations regarding food manufacturing and packaging.

Regulations governing food safety, labeling, and advertising may fall under this

category. If Linamnam is produced and sold internationally, it must also abide by

any applicable laws and rules governing international trade. Furthermore, the

government has rules about health and cleanliness that can affect our business,

especially when it comes to giving people the right information about what's in the

product. We need to give truthful and complete details about our products to follow

these rules.

C. SOCIO - CULTURAL

Since our nation is the owner of a rich culture, it is an honor that Gourmet Tuyo

originated here and is without a doubt a part of what we are proud of as Filipinos.

However, Gourmet Tuyo is not yet well-known throughout the world. Nevertheless,

it has captured the attention of the local palate. Other socio-cultural aspects, such as

those who are unfamiliar with and do not know that sort of cuisine, might have an

impact on Gourmet Tuyo's sales, therefore this is our chance to be appreciated and

known by customers and to promote. Social factors affect the areas that involve the

shared belief of the population. Social trends, such as a preference of on demand

mobile media devices, can also influence which products a company manufactures

and where it chooses to advertise. Social factors are affected depending on the

preference of the person who tries it, especially if it is not familiar to their eyes and

tastes.
D. DEMOGRAPHIC

Linamnam is a food item that appeals to adults who enjoy savory and spicy flavors.

Therefore, the ideal marketing age for Linamnam would be individuals aged 18 and

above. However, being marketed as a premium food product, the target audience

may be older, such as individuals in their 30s and 40s who are more established in

their careers and have a higher disposable income. Additionally, Linamnam is also

marketed as a family food item, the target audience could be wider and include

individuals of all ages. This is due to the fact that Linamnam is frequently thought of

as an exquisite and upmarket variation of the traditional dried fish, and it may be

more enticing to people who have gradually refined their palates. Additionally,

younger individuals could be less as likely to take pleasure in the powerful tastes and

aromas found in Linamnam.

The target market and distribution methods of the brand, as well as other variables,

may affect the geographic area where gourmet tuyo is marketed. Tuyo is a

traditional Filipino food, thus it may be more popular with customers in the

Philippines or among Filipinos living outside the country. It might be especially

well-liked in areas where dried fish is a typical dish, especially the provinces of

Pampanga, Zambales, Pangasinan, Bicol and Cebu. Our product, Linamnam may be

offered outside of the Philippines to countries with a significant Filipino population,

including the Saudi Arabia, United States, Canada, New Zealand, and Qatar. These

areas may feature specialized Filipino groceries or restaurants that provide tuyo on

their menus or sell them as a retail item. Linamnam could be of interest to

individuals looking to indulge in new and interesting culinary experiences given the
rising popularity of Filipino cuisine. This can apply to tourists who are curious about

exploring new foods and traditions.

Linamnam could be intriguing to food enthusiasts or online influencers who possess

an interest in expressing distinctive and delicious food products with the people they

influence, tourists seeking for local Filipino delicacies that can be brought back as

goods or gifts, fine dining chefs or restaurant owners who may use gourmet tuyo as

an ingredient or integrate it into their dishes, office workers seeking a convenient

breakfast or snack option that can be consumed quickly, and overseas Filipino

workers who are living abroad and are longing for a taste of home.

Linamnam is regarded as a gourmet food item and, in comparison to other varieties

of tuyo or dried fish, can be quite pricey. As a result, individuals who can afford to

buy upscale tuyo are probably earning more than those who are unable to. Because

of this, consumers who might purchase gourmet tuyo have more income. A bottle of

gourmet tuyo can cost anywhere from PHP 200 and PHP 300 or more in the

Philippines, where it is a widely consumed delicacy. Although, this is not a fixed

rule, and some people with lower incomes may also choose to buy gourmet tuyo as a

special treat or to indulge in occasionally.

The prospective income ranges of consumers who would be interested in purchasing

Linamnam are middle- to upper-class people who are willing to pay more for high-

quality food items. Professionals in the field of cooking or chefs who may earn more

money because of their knowledge and experience in the food sector. People who

are on vacation who have extra money and are prepared to spend it on specialty or
authentic cuisine. Overseas workers, may be more inclined to spend more on Filipino

goods because they earn more money working abroad.

E. TECHNOLOGICAL

Technology played a key role in the growth of promoting gourmet tuyo locally and

internationally. The business embraced the importance of keeping up with changes in

business computing and technology. It is essential to use technology since there is a

arising of competition within the industry. The business should continue to endow

for the right technology toad for their productivity and efficiency and can help them

to take on more clients and faster service. Technological factors can affect how an

organization does business. Any new type of technology of product created through

research and development can help the business stay modernized and on top of the

market and it is also very helpful especially in today's trend of online ordering and it

is also a great help to be able to use in online transactions.

F. NATURAL

Linamnam (Gourmet Tuyo) production and distribution should be analyzed through

the lens of the natural environment. By doing so, this can identify opportunities to

improve the sustainability and quality of products while meeting the demands of

consumers. There are natural influences that have an impact on the preparation,

distribution, and consumption of Linamnam. These factors include: Climate

Change – Changes in temperatures, rainfall, and other climate-related factors may

have an impact on the availability and quality of the fish used to prepare gourmet

tuyo. Natural calamities—Natural disasters ike flooding, typhoons, and earthquakes

chain of our product, Linamnam. Environment Regulations – Regulations governing

fishing methods or the use of specific preservatives or packaging materials, for

instance, may have an impact on the availability and quality of Linamnam.

Sustainable Methods – Sustainable fishing and production methods can assist

guarantee the long-term supply of the fish needed to prepare Linamnam. The

production and transport of Linamnam can have a minimal negative impact on the

environment by using sustainable procedures. Ocean Pollution– Ocean pollution can

have a negative effect on the quality of the fish utilized in gourmet tuyo. Ocean

pollution also affects other bodies of water. Fish may accumulate toxic chemicals

and plastic trash, making them unfit for human consumption.

Vll. OPPORTUNITIES AND THREATS

OPPORTUNITIES

•Can cater local and international

•Growing interest in healthy, organic ingredients

•Seasonal flavors to keep the product fresh and interesting

•Can explore new flavor combinations

•Export products to other countries

•Building brand recognition and establishing a loyal customer base

•Collaborating with local restaurants and chefs

•Growing cost of a raw materials

•Larger competitors control the majority of the market and have a more well-known

brand name

•Cost of technology and equipment investment

•Price sensitivity

•Changing customer preferences

•Regulatory changes affecting the production and distribution

•Fluctuations in pricing and availability of ingredients

•Stringent food safety and hygiene regulations

Vlll. MICRO - ENVIRONMENTAL ANALYSIS

A. THE COMPANY

Our company has been able to bring the unique and delicious flavor of gourmet tuyo

to the world. We create the highest quality products using only the freshest

ingredients while also providing exceptional customer service and promoting

sustainability in our operations. We have been able to share the joy of gourmet tuyo

with food lovers everywhere and to support the local fishing communities that make

it possible. Moreover, our company preserve and promote the traditional products of

the Kapampangan people by producing high-quality, authentic products that

creativity into making foods fresh to the market and outside the Philippines. Our

company primarily focuses on adding creativity into the development of our

products with the goal of gratifying the customers with the same old foods from the

market. Furthermore, we create sustainable livelihoods for local artisans and their

families, while also educating consumers about the value and the importance of

preserving our own Filipino foods and flavors. Through our work, we hope to inspire

a renewed appreciation for the amazing cooking skills and tasty high-quality

products of the Kapampangan people.

B. SUPPLIER

Obrang Kapampangan is constructed of commissaries and it has a lot of distributors

all over our nation. We have distributors in Baguio City, Bulacan, Cebu, Cavite and

some areas in Palawan. Linamnam (Gourmet Tuyo) can be purchased in any markets.

Linamnam is being distributed by our province distributors. We also have a lot of

branches nationwide. Linamnam can also be Purchased and Shipped in and outside

the Philippines. Obrang Kapampangan is Established in 2023 and Our Company is

based in San Fernando, Pampanga. This where also our Linamnam product

originally made and created.

C. MARKETING INTERMEDIARIES

Obrang Kapampangan offers special Gourmet Tuyo all across the country that

satisfies people's cravings with its diverse taste, and high-quality making process.

Our distributors all across the Philippines specifically in Baguio, Bulacan, Cebu,
Cavite, and Palawan areas ensures its cleanliness 24/7, manages its stocks by our

very own agents. The Obrang Kapampangan - Baguio Branch has production lines

for the main product, bagoong, and is the main distributor across the world like

Europe, Australia, and Central Asia that is why they are also professionally staffed

by Technical Services Team that supports the maintenance of an internationally

accepted quality management system that further ensures the quality and safety of

the commissary manufactured food products.

D. CUSTOMERS

Obrang Kapampangan offers a good and high quality Gourmet Tuyo, Our

Linamnam product. 18 years old and above are more likely can be able to purchase

our Product. Linamnam is available nationwide, in and outside our Country.

Filipino's and other nationalities are free to try and purchase Linamnam (Gourmet

Tuyo). Linamnam is a very popular appetizing fish delicacy here in the Philippines

and it is also known in other countries such as Canada, Hongkong and US since

other nationalities has access on our product. Since Obrang Kapampangan wants to

satisfy our customer's cravings, wants, we ensure that our product will surely give

them the satisfaction that they need. Our Company, Obrang Kapampangan offers a

bundle packages that ranges from 700 php - 1,500 php. Senior Citizens and PWD's

has discounts too whenever they purchase our product.

TUYO is a Filipino delicacy prepared from freshly caught herrings that have been

perfectly salted and sun-dried. It's a breakfast staple that goes well with sinangag

(fried rice). That is why there are so many good company or entrepreneur

competitors in the Philippines, because they may turn a Tuyo into something unique.

When it comes to choosing a brand, consumers will consider what is more

economical, who is more prominent or trending, and what product is attractive to the

sight of many. Some people claim that tuyo is a food for the poor. A competition in

choosing a affordable supplier that can supply goods because to the increasing

demand for raw materials, everything we see, eat, and use is influenced by our

country's inflation. We are concerned about the fluctuation in material prices because

it may have an impact on the products and sales.

Tuyo is popular in the Philippines because to the strong demand in the market, which

is why many local entrepreneurs and local businesses innovate tuyo into something

more distinctive, unique, and easy for all. These are the company's potential

competitors: Rkitchen, rkitchen is a local brand that is well-known on their social

media platform. Connie's Kitchen, this brand has many stalls in various malls and

locations. Neri's gourmet tuyo is well-known for its affordable prices on social media

and in the market. San Marino, on the other hand, can supply globally. A competitor

who sells a similar product and has the same target consumer as Obrang

Kapampangan.These companies range in terms of pricing; some gourmet tuyo are

inexpensive, while others are not; they also differ in terms of quality ingredients and
the mission of their company. However, there are numerous ways that our

organization can employ to provide high-quality materials at a affordable price.

F. PUBLICS

One of the ways to better recognize our company, "OBRANG KAPAMPANGAN,"

is to make a commercial about our products. Nowadays, making a commercial about

our products helps to make the product more recognizable, and we will get or have

famous celebrities endorse our products so that more people will know about our

company. Because usually famous celebrities are contracted to be endorsers of a

company to gain and retain a high market share, also allows businesses to reach new

consumers. Through social media advertising, businesses can target product ads to

social media users whose interests align with their product offerings. For a very

convenient way to hand out to OBRANG KAPAMPANGAN market, the company

will be using brochures and flyers with their marketing message, company image,

and specific product features and benefits. To capture more of our market, OBRANG

KAPAMPANGAN will use also radio broadcasts to get more information on our

product. We will also have an online store where they can buy online and have it

delivered to them. Shopping online is also a trend, so once you want to buy a product

from us but don't have time to go outside to buy it, you can use our online store to

buy it and have it delivered to you. Working together with food bloggers, chefs, and

influencers who have a sizable following and a solid reputation in the culinary sector

can help Linamnam spread the word about our brand on their blogs and social media

pages.
 To promote our product and provide customers a chance to try it, our business will

take part in food festivals and events. By doing this, we will raise the profile of our

company and provide potential customers an opportunity to interact with our goods

in person.

lX. STRENGTHS AND WEAKNESSES

STRENGTHS

•Good Food Quality

•Satisfying Customer Service

•Attractive Packaging

•Speed to Market

•Loyal Customers

•Excellent Efficiency and Productivity

•Authenticity associated with the region's culinary expertise

•Strong presence and loyal following in the local market

•Can be used in various dishes or as a standalone meal

WEAKNESSES

•Competitors can offer similar products quickly

•High Salt Content

•Use of incompetent employees

•Limited resources

•Production is labour intensive, slow and costly

•Lack of Industrial Partners

•Limited flexibility in pricing