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“NutriTwist Churros”
Malungay Churros

A Marketing Plan presented to

University of Batangas Lipa Campus
College of Management and Tourism

In Partial Fulfillment of the Requirements

for the Degree of
Bachelor of Science in Hospitality Management

Submitted by:
Barabicho, Angelica B.
Delgado, Kacey C.
Detorres, Faith Meccaellah
Dimayuga, Rochelle Ann B.
Ensalada, Joshua Angelo B.
Gaite, Francia Marie R.
Perez, Joseph Karol

July 18, 2024

NutriTwist Churros
 “Feel Good with every bite”

I. BACKGROUND OF THE COMPANY

NutriTwist Churros is an innovative food business dedicated to offering a delicious and

health-conscious twist on the traditional churro. We ensure that our churros are made with high
quality, nutritious ingredients that cater to health- conscious consumers without compromising
on flavor.

Additionally, Our business is under in a partnership headed by Ms. Francia Marie & Ms.
Kacey Delgado. Ms. Francia Marie will be the manager of the business overseeing the whole
operations and Ms. Kacey is the one who in charge to the production of our product. Meanwhile,
“NutriTwist Churros” came from two words which are “Nutri” that signifies to the the focus on
nutrition and health and word “Twist” that represents the innovative approach to transforming a
classic treat into something new and beneficial. This idea of a locally adapted product came to
Kacey’s mind. With the help of his/her partners she would be able now to introduced this
product to local community.

In NutriTwist Churros, We take pride in serving Lipeños with delicious and healthy
products to our community. By offering a unique twist on a beloved snack, we are not only
promoting better eating habits but also fostering a local entrepreneurship. Our business aims to
become the first local food cart to gain recognition not only in Batangas but across the
Philippines, showcasing the innovation and talent within our region.

II. CORPORATE MISSION AND VISION STATEMENT

Mission
To redefine the churro experience by providing tasty, nutritious, and health-friendly
churros that everyone can enjoy, and to become a beloved household name across the
Philippines.
Vision
To be the first leading local brand in the healthy snack industry in the Philippines.
II. CORPORATE VALUES
  Striving for the highest quality in products, services and operations.
 Maintain honesty and transparency in all business dealings.
 Foster a collaborative and supportive work environment.

IV. CORPORATE OBJECTIVES

 To create and introduce new flavor combinations that complement the taste of
malunggay, producing a distinctive and appealing product.
 Emphasize the health benefits of malunggay (moringa) by integrating it into a dessert,
highlighting its significant nutritional advantages over traditional churros.
 To build a distinctive brand identity focused on health, innovation, and sustainability.

V. PRODUCT INFORMATION

Logo with Description

A logo is a best representation of a product or a business. The following figure shows

the logo of NutriTwist followed by the meaning of each details on it.

Figure 1. NutriTwist logo

NutriTwist logo is composed of an illustration of churros with dip and malunggay leaves.
"NutriTwist" combines "nutrition" and "churros," reflecting our commitment to provide a healthier
take on this beloved treat. The logo's central image of a churro with dip clearly symbolizes our
core product. The brown background conveys the reliability and quality of our churros, while the
green elements represent malunggay, emphasizing our use of nutritious ingredients. Together,
these colors and symbols illustrate our mission to offer churros that are not only delicious but
also health-conscious, providing nutritional benefits without compromising on taste.

Description of the Product

Malunggay Churros offers a unique and nutritious twist on the traditional churros recipe.
By incorporating Moringa Oleifera, locally known as malunggay, we infuse this beloved snack
with additional health benefits. Malunggay is a plant known for its exceptional nutritional value
and medicinal properties. Commonly found in tropical countries such as the Philippines, India,
and Africa, it is widely used in cooking and herbal medicine.

Our innovative process begins by drying and powdering malunggay leaves, which are
then added to the churros dough, imparting a distinctive green hue. Although there might be
initial skepticism about the taste, malunggay powder introduces a slight bitterness and minty
aroma that perfectly complements the sweetness of the original churros mix. The resulting
churros are not only visually appealing but also offer a unique flavor profile, characterized by a
subtle bitterness. This makes our product particularly popular among health-conscious
consumers, especially older individuals who appreciate the health benefits they can acquire.

At Malunggay Churros, Our goal is to revolutionize the churros experience by offering a

snack that is not only tasty but also health-conscious. We believe in the power of nutritious
ingredients to transform traditional recipes into something extraordinary, providing our
customers with a delightful and wholesome treat.

VI. MARKET ANALYSIS

The current situation of our industry is that they are more likely to rely on technology.
Today’s environment is a time of globalization. Technology is now available in all places that
results into different business ideas. It has been the most known in terms of building
connections between people (Dagma,2020).
Today’s generation technology helped in fast operation of businesses where products
become globally competitive and more new products are being introduced to the market
compared to traditional business. In trend setting analysis most of the consumers love to eat
new and excellent product and it’s just their desire to take a picture of a pictures of it and post it
on their social media. This is the new way how they the new product that will help also the
business. They are delighted to try distinct and modern course that will satisfy their taste buds.
 Additionally, Studies also have identified important product attributes for consumers, such
as appearance, taste, and texture (Elzerman et al., 2011; Schösler et al., 2012). Furthermore,
McCarthy et al. (Citation2017) Identified nutritional attributes to be one important factor to
consumers when choosing a product. This is an important attribute of consideration when
making a purchase. Regarding purchasing habits, it is thought that price greatly impacts
consumer behavior or buying patterns since higher prices result in fewer products being sold.
On the other hand, goods that are sold for less than the going rate are thought to move in larger
quantities (Sadiq M. W. et al., 2020). Pricing is more important and relevant to customer
purchasing behavior, according to several studies (Huo et al., 2021).
To sum up, by utilizing globalization and technology, putting creative marketing techniques
into practice, and being aware of customer preferences, NutriTwist Churros is in a strong
position to thrive in the Filipino market. NutriTwist Churros can satisfy the Filipino hunger for
unique and modern food options by providing a tasty and healthy product at a competitive price
with appealing packaging.

VII. TARGET MARKETS

Actual Market. The actual market for NutriTwist Churros includes health-conscious consumers,
children, students, and food enthusiasts from Lipa City. These diverse groups are drawn to the
unique combination of flavor and health benefits our malunggay- infused churros offer. They are
also often seek convenient, affordable, and tasty snack. These customers often seek also a
detailed information about the nutritional value and benefits before they purchase. By
commercializing this product in different schools throughout Lipa City, we aim to promote good
health and innovation among students and their families. Additionally, NutriTwist Churros will
target local health food stores and fitness centers, appealing to those prioritizing a nutritious
diet. Collaborations with cafes and restaurants will attract food enthusiasts seeking new and
exciting menu items. Our involvement in local events and food festivals will allow us to reach a
larger audience and market NutriTwist Churros as a great and nutritious snack/dessert.

Potential Market. Our potential customers are those individuals and organizations who
frequently host private parties and seminars. They are likely to seek unique and healthy snack
options, such as our malunggay churros, which we can deliver promptly using our dedicated
food car service. This convenience and speed make our product an attractive option for those
needing reliable catering for events.
 VIII. COMPETITOR’S ANALYSIS

Sample 1:

Competitors of NutriTwist Churros

Establishment Product Lowest Highest Location Features

Features Price Price (Competitive Edge)

Advenchurros Traditional P 100.00 P 200.00 Dayton Vibrant food park

Cafe Churros Food Park, setting.
Balintawak

La lola Churreria Classic Churros P 100.00 P 300.00 SM City Well-established

Lipa, Ayala brand known for high
Highway quality made churros.

Café De ALPS Classic Churros P 100.00 P 300.00 Meto Offers a diverse menu
along with a Events in a café setting,
variety of coffee Zone Lipa attracting a wide
City range of customers
for both churros and
café

Brewista Lipa Churros coffee P 150.00 P 250.00 Gen. Luna Unique combination of
and shisha St. Sabang, churros , specialty
Lipa City coffee and shisha

The previous table shows that there are four possible competitors of NutriTwist Churros
regarding their features and price. Advenchurros café offers traditional churros with various dips
with their features vibrants food park seeting. While at La lola Churreria, it offers classic
cchurros with different variety of dips too, their brand are well known because of it’s quality
made churros. Moreover, Café De ALPS offers a different menu this one offers churros along
with a varierty of coffee and comfort foods. The feature of this one is to attract customers a
wide range of customers by their café setting. Last but not the least is Brewisita Lipa that offers
churros, coffee and shisha. Brewisita Lipa offers a unique combination of churros and it’s
especialty is the combination of coffee and shisha along with churros.

Competitor’s Analysis
It is vital to know who are the competitors in the area as well as their product features
and strength/weakness over the proposed business. The following table shows the analysis for
NutriTwist Churros.

Table 8. Competitive Analysis

Name of the Business Products Lowest Price Highest Price

Angel’s Burger Burger P 30.00 P 50.00

Master Siomai Siomai P 30.00 P 50.00
Ijo Bakery Croissants, P 95.00 P 180.00
Pastries
Loghouse Cafe Coffee, Pastries P 100.00 P150.00

Both businesses mentioned in the table above are considered competitors due to their
proximity in the proposed area of the business. Although they do not sell the same nature of the
product as NutriTwist Churros, they share with the market’s preference of food products. On
another hand, the price that they offer paves a way for NutriTwist Churros to offer the average
price which makes it not difficult for customers to opt for malunngay churros. The owner sees a
very healthy competition in this instance.

IX. COMPETITIVE POSITION

As a competitive advantage, NutriTwist Churros accommodates all kind of churros

customer and it is the only health-conscious kind of churros within the location of our business.
One of the edge of our product is it provides nutritional benefits needed by our body.

In the eyes of our target customers, the uniqueness of our product, Malunggay Churros,
lies in its focus on promoting a healthy lifestyle. Unlike the traditional churros that are often
considered indulgent treats, our product stands out by incorporating malunggay, a nutrient-rich
superfood known for its health benefits. By offering this as a healthier alternative, Our
Malunggay Churros cater to health-conscious consumers who prioritize nutritious options
without compromising on it’s taste. This differentiation may appeal to a certain market niche
searching for guilt-free snacking and fit in with the growing trend towards wellness and mindful
eating. It can effectively showcase our product's health-promoting qualities and make it stand
out in the busy churro market.

X. SWOT ANALYSIS

STRENGHTS WEAKNESSES
 Health Benefits  Perishability

 High Quality Food and service  Availability and Seasonality

 Wide range of location  Preparation Time

 Handcrafted Appeal  Flavor Consistency

OPPORTUNITIES THREATS
 Market Trends  Competition

 Innovation  Supply Chain

 Dietary Trends  Increasing Price of Iingredients

 Seasonal Menu  Food Safety

XI. MARKETING STRATEGY

Marketing Mix or 4Ps

Place / Distribution Mix

 The proposed selling locations for the "Malunggay Churro" are in front of the University
of Batangas, BSU Lipa Campus, and Mabini Academy. These are the location we've selling our
products. These sites are strategic junctions leading to the University, Levitown, Marawouy, and
other parts of Lipa City. We are starting in Mabini to UB Lipa Campus and surely these nearby
jeepney and tricycle terminals can be our potential customer too. Additionally, these locations
are along a busy national road with many commuters passing by. The proximity going to the
University of Batangas ensures a potential customer base among the students.

Product / Service Mix

Malunggay churros would not only be a delicious treat but also a creative or in innovative
way to incorporate the nutritional benefits of moringa into a dessert. – a local Malunggay which
is Harvested in Batangas province. The product shall conatain, flour, Malunggay leaves, sugar,
salt, butter, white sugar or powder sugar. This will be fried in a Heat oil in a deep frying pan or
pot to 375°F (190°C).

Figure 3. NutriTwist Churros (To be made as a sticker for packaging)

Price

The product's low price point was chosen by the owner as a calculated move to
create a sensation in the food business. The P 40.00 selling price is highly affordable
when compared to other Churros brands. Due to being close to other typical snacks like
bread, dim sum, and other street meals, but with a higher quality product, this is very
cheap and cheap for everyone.
Promotion

The promotion is the most important and visible variable of the marketing strategy
because it helps us build brand reputation and engage customers. For the business to
be creative, known, and deliver a message to our target customers, we will use
numerous promotion strategies. These include distributing flyers a week before and on
the opening date of the business. Also, we will hang tarpaulins and offer free taste in
public areas like in front of school like UBLC, BSU or in Mabini Academy. We will also
use social media advertisements to minimize costs.

Table 7. Promotional Activities

Advertisement Location Quantity Duration Budget

Free Taste In front of UBLC, 25 pcs of First day of P 1,500.00

BSU Lipa malunggay opening
Campus and churros (each
Mabini Academy piece cut into 2)

Flyers Around the area 350 pcs/ day First week of P1/Print 250x1x7
of UBLC, BSU opening days= P 1750.00
Lipa Campus
and Mabini
Academy
Tarpaulin In front of San 1 First 6 months P 500.00
Pascual public (this will also
market serve as sign
board)

Social Media N/A 1 3 weeks before This will not

Platforms the cause any budget
Advertisement operation/opening

Discounts and Around the area 10 pcs / day 3 days first P500
Offers of UBLC, BSU opening
Lipa Campus
and Mabini
Academy

Total Amount P 1, 975.00

The promotional activities are carefully designed to make a big impression. The business
wants to create awareness, increase foot traffic, and promote trial purchases. To that end, it
offers free taste samples, distributes fliers, and gives discounts. To maximize reach and
engagement within the target market, an appropriate budget is allocated for each activity.

The promotional activities outlined in the table are well-planned and target specific locations to
maximize impact and reach the desired audience. By executing these activities effectively,
NutriTwist Malunggay Churros can create a strong launch momentum and establish a presence
in the market.

As part of our promotional strategy, Feedback from the initial customers will be obtained to see
whether any changes to the product are required. NutriTwist will also introduced on social
media via Facebook, Instagram, and Twitter their positive response to support the product. It will
be encouraged for client testimonials to be posted on it. Given that it may be used for free or at
a minimal cost while yet reaching a large and diverse consumer, this marketing method is highly
effective.

Free Taste

For the free taste, Our business is offering samples or tastings of their products for free.
This is a common strategy to attract potential customers by allowing them to try the product
without committing to a purchase. Alongside the free tastings, there may also be discounts
available on purchases. This encourages customers who enjoy the free sample to make a
purchase at a reduced price, thereby increasing sales. NutriTwist Churros will be cut into 2
pieces each. This sampling will be done on the first day of opening as a promotional activity for
Malunggay Churros.

Figure 4. NutriTwist Malunggay Churros

Flyers

Our business presence within the neighborhood or target market increases by handing out
flyers in strategic locations or sending them to new customers. Flyers may showcase new
offerings, discounts, or exclusive promotions. To take advantage of these deals, shoppers are
encouraged to visit your store or online.

The below flyer will be our official flyer to distributed around the area including the T.M
Kalaw St. ,BSU Lipa Campus and UBLC and some other potential customers in there.

Figure 5. Sample Flyer for the Promotional Activity

Tarpaulin

With their visible and lasting presence, tarpaulins are one of the most effective
promotional tools for raising brand awareness and generating interaction. Due to the large size
and placement, tarpaulins mostly can attract attention from a distance and reach a broad
audience.

The tarpaulin will be put in the ceiling of our food truck that will serve as a promotional
activity as well as the signage for the NutriTwist Churros. Sample tarpaulin is as below.
 Figure 6. Sample Tarpaulin for the Promotional Activity

REFERENCES

Market Oriented Development of plant-based Food and Beverage Products (2021).

Retrieved from https://doi.org/10.1080/10408398.2020.1793730

Creative Marketing Strategies of Small Business in Batangas, Philippines (2020).

Retrieved from https://doi.org/10.1080/10408398.2020.1793730

Impact of pricing and product information on Consumer Buying Pattern with customer
satisfaction (2021).
Retrieved from https://doi.org/10.3389/fpsyg.2021.720151\