Chapter 2 4
Chapter 2 4
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
PRINCIPLES OF MARKETING
LEADER:Capati, Jarmaine L.
Caballero, Bianca R.
Carreon, Markcel C.
Cheng, Carlo C.
June 2023
Mr. Dexter L. Fabian
Subject Teacher
Vl. MACRO - ENVIRONMENTAL ANALYSIS
A. ECONOMIC
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
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
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
Regulations governing food safety, labeling, and advertising may fall under this
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
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
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
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
including the Saudi Arabia, United States, Canada, New Zealand, and Qatar. These
areas may feature specialized Filipino groceries or restaurants that provide tuyo on
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
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
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.
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
rule, and some people with lower incomes may also choose to buy gourmet tuyo as a
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
E. TECHNOLOGICAL
Technology played a key role in the growth of promoting gourmet tuyo locally and
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
F. NATURAL
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,
have an impact on the availability and quality of the fish used to prepare gourmet
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
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
OPPORTUNITIES
•Larger competitors control the majority of the market and have a more well-known
brand name
•Price sensitivity
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
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
creativity into making foods fresh to the market and outside the Philippines. 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
B. SUPPLIER
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.
branches nationwide. Linamnam can also be Purchased and Shipped in and outside
based in San Fernando, Pampanga. This where also our Linamnam product
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
accepted quality management system that further ensures the quality and safety of
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
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
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.
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
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
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
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
F. PUBLICS
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 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
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.
STRENGTHS
•Attractive Packaging
•Speed to Market
•Loyal Customers
WEAKNESSES
•Limited resources