LA SALLE GREEN HILLS

MANDALUYONG CITY
SY. 2020-202

Integrated Marketing
Communications Plan For
Principles of Marketing

“Farmer’s Pink Cocoa”

Submitted by:

Bernard Andre S. Matias

Rodejo, Carlo Miguel

Nava, Philip Benjamin

Antonio, Vincent Oliver

Section: 12E

Submitted to:
Ms. Niza E. Uy, LPT
Subject Teacher

Date: April 29, 2021

 1. Production Differentiation
A. New Product Concept: Differentiation Focus Strategy

Farmer’s Pink Cocoa is a powdered product used as an

ingredient for coming up with different variants of dessert
pastries. The first variant is a brownie dessert which is the
company’s actual product and final outcome. An option of two
flavors is presented which are the Milk Chocolate brownie as the
first flavor and the Strawberry Cheesecake brownie as the second
flavor. The product will serve as the bridge to the North and the
South because it differentiates itself from competitors through
merging the rich and sweet cocoas from Batangas (South) combined
with the flavorful fruity strawberries from La Trinidad (North)
which bridges the opposite sides of the region.

Farmer’s Pink Cocoa is the product that will transform the

trend of Cocoa but will also change how fruit pastries are made
because it offers a sweet, fruity, and healthy alternative combined
to a bitter cocoa dessert. Farmer’s Pink Cocoa gives that balanced
taste of sweetness and bitterness anytime of the day which will
let the consumers experience a mixed emotion of being heartbroken
or that dreamy feeling of being in love. Moreover, emphasizing the
healthy factors will provide an appetizing taste yet nutritious
kind of brownies.

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2. Branding Strategy: Brand Positioning - Benefit

a. Company Name Branding

Farmer’s Pink Cocoa is a starting business. Establishing the

company’s brand name may be viewed as difficult since the product
is not yet known by the consumers. Introducing your brand to your
target customers is one step of the business to have a name in
this field. Same goes to well-known companies, using the eye-
catching impact of logos, slogans and packaging colors. With that
established, consumers will come up with the thought that it is
the business brand name.

b. Individual Branding

Individual brandings will be utilized by Farmer’s Pink Cocoa.

The business will open diverse varieties of choices such as using
our powdered cocoa to have brownies, iced or hot coffees, cake
flavor, ice cream and even milk tea flavor. Farmer’s Pink Cocoa
will not only be limited to a specific function for the product
but rather it works in other ways besides just having the product
into servings, the company will focus also on becoming dessert
suppliers for other companies.

c. Attitude Branding

There are factors where the business will focus on the overall
attitude in marketing our product. Knowing the kind of atmosphere
that the product gives to its customers and how the branding makes
a consumer connects with it. It may be through a memory or a story
with the involvement of the product or in a form of gift given by
someone special. With that, Farmer’s Pink Cocoa is included in
someone's story which results to having an emotional attachment
for the customers in purchasing the product.

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3. Positioning Statement

Farmer’s Pink Cocoa differentiates itself from its

competitors by merging the rich and sweet cocoas from the south
and the healthy and fruity strawberries from the north. The sweet
cocoas from Batangas combined with the flavorful strawberries from
La Trinidad creates a product that serves as a bridge between what
the opposite sides of the Philippines has to offer.

Farmer’s Pink Cocoa highly regards itself as a mediator

between the North and South of the country by selling products
that combine the culture and history of the ingredients of the
North and the South to a flavorful pastry product that boasts the
best qualities that it has to offer.

4. Marketing Objectives

A. Short-term

 Achieve website traffic (rise in the no. of website

visitors.
 Raise Engagement Rates (more individuals to engage with the
social media posts such as leaving a like, comment, or
sharing the posts).
 Increase number of followers (follower’s play a small role
in marketing but it does influence brand reputation which
is why more followers are important.
 Get as much EWOM or Electronic Word of Mouth (generate
discussions in the Internet such as more customer reviews
and opinions on the product to gain more brand awareness.

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 B. Long-term
 Google Search Ranking (to be on the first page of Google
when searching for “Cocoa” or “Strawberry”)
 Global Brand Awareness (the company aims to become aligned
with world competitors in the industry of Cocoa and
Strawberry)
 Brand Reputation (this is built up overtime, F.P.C. aims to
have the reputation of having excellent ambience and a
place to study or work) + (it is also a goal for businesses
who are selling cocoa and strawberry to trust the company
in providing them quality supplies for cocoa and
strawberry)
 Brand Recognition (when someone mentions Farmer’s Pink
Cocoa, it should become linked to prestigious drinks that
have a sweet taste and something that people will want to
go to whenever they feel thirsty or craving for a dessert)

5. Budget/ costing
A. Breakdown of Budget Allocation for 1st Quarter 2021
(Cumulative)

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 Materials Price Percentage

Research and Development ₱16,600.00

63.6%

Social Media Advertisements ₱ 2,500.00 9.58%

Product Endorsement ₱ 5,000.00

19.16%

Product Sampling ₱ 2,000.00

7.66%

Total Budget Allocation 100%

₱26,100.00

B. Costing

Strawberry Cream Cheese Brownies Yield: 16 Pieces

a. Brownie Base

ITEM QTY APC/U TOTAL

All Purpose 250 grams 0.055 Pesos 13.75 Pesos

Flour

Bensdorp 60 grams 0.376 Pesos 22.56 Pesos

Cocoa

Powder

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 Baking 4 grams 0.14 Pesos 0.56 Pesos

Powder

Salt 4 grams 0.04 Pesos 0.16 Pesos

(Iodized)

Cacao 1000 grams 0.23952 Pesos 239.52 Pesos

Powder

butter, 125 grams 0.4 Pesos 50 Pesos

unsalted

White sugar 260 grams 0.056 Pesos 14.56 Pesos

Eggs, 3 pieces 7 Pesos 21 Pesos

Medium

b. Cream Cheese Mixture

Emborg 220 0.64 140.8

Cream grams Pesos Pesos
Cheese

Butter, 30 grams 0.04 1.2

unsalted Pesos Pesos

White 60 grams 0.056 3.36

Sugar Pesos Pesos

Egg,Medium 1 piece 7 Pesos 7 Pesos

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All Purpose Flour 30 grams 0.055 1.65
Pesos Pesos

Strawberry 200 grams 0.32 64 Pesos

Cornstock Pesos

TOTAL 580.12
Pesos

Strawberry Milk Chocolate Brownies Yield: 16 Pieces

ITEM QTY APC/U TOTAL

All Purpose 250 grams 0.055 Pesos 13.75 Pesos

Flour

Bensdorp 60 grams 0.376 Pesos 22.56 Pesos

Cocoa

Powder

Baking 4 grams 0.14 Pesos 0.56 Pesos

Powder

Salt 4 grams 0.04 Pesos 0.16 Pesos

(Iodized)

Cacao 1000 grams 0.23952 Pesos 239.52 Pesos

Powder

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 butter, 125 grams 0.4 Pesos 50 Pesos

unsalted

White sugar 260 grams 0.056 Pesos 14.56 Pesos

Eggs, 3 pieces 7 Pesos 21 Pesos

Medium

Callebaut Milk 55 grams 0.6 Pesos 33 Pesos

Chocolate

Strawberry Corn 200 grams 0.32 64 Pesos

stock Pesos

TOTAL 459.11
Pesos

C. Marketing Budget (up to First Quarter of 2020)

Materials Quantity Price

Facebook Page Advertising For 1 month - FREE

Estimated Goal of
Accounts: 400

Instagram Posting and For 1 month - FREE

Advertising Estimated Goal of
Accounts: 300

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YouTube Video For 1 month - unknown
Advertisements and Estimated Goal of
Endorsers Accounts: 10

INTEGRATED MARKETING COMMUNICATIONS

I. Advertising Recommendations
A. Advertising Objectives
- Inform customers on the health benefits of Farmer’s
Pink Cocoa
- Persuade more customers to come to Farmer’s Pink
Cocoa’s quality checked stores whenever they desire
to study, relax, work, etc.
- Remind people on how sweet and thirst-quenching the
products are
- Build brand recognition nationally and globally
- Increase the profits of the business by attaining more
potential customers

B. Creative Strategies
- Entice and Attract people’s Attention in the
ads/posters (whether in a dramatic, humorous, or
joyful manner it should have that goal so more people
would be interested in watching/looking at our
ads/posters)
- Persuade by having conviction in the commercial
(regarding the good health benefits of Farmer’s Pink
Cocoa).
- Drive perception by getting the message (towards the
customers regarding the sweetness and quality factors
of the product.

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C. Execution:

Social Media Posters

The group decided to compose posters that will meet the
specific advertising objectives and creative strategies stated
above. Posters are an excellent way of presenting a product without
taking much time and effort from customers.

Product Ad
Compose a commercial with an interesting take on the story of
Farmer’s Pink Cocoa. The ad also includes the health benefits of
the product.

1. Portrait
a. Tagline: “The Bridge to the North and the South”

b. Location/s where the target market can see this:

Anywhere (due to it being on the Internet)

c. Posters were chosen because we believe that advertising

through social media and the Internet is more advantageous
and could get more customer engagement compared to print
media. Considering that there is also a pandemic and most
people are left to their devices, there is a higher
probability that people will notice and become interested
with the project in the presence of this poster.

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d. How it looks like (Visual Representation)

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2. Commercial

a.Product Ad

- Duration: 5 minutes
- Title: Nasilayan
- Storyboard (Scene by Scene Breakdown –Illustration)

https://www.youtube.com/watch?v=sHkFodsE2jY

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Media Schedule:

Week 1 2 3 4 5 6 7

ADVERTISING PRDUCT DURATION

acts

Legend for the Activities

Activity 1: Advertisement of Product- Posting the Commercial

and Poster throughout all social media platforms and website

Activity 2: Creating free Farmer’s Pink Cocoa products for

customer trial

Activity 3: Product’s free tasting

Activity 4: Making the selling of Farmer’s Pink Cocoa products

available online

Activity 5: Collect customer reviews and recommendations

regarding the product

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 II. SALES PROMOTION

Sales Promotions can be coordinated to shoppers, sales

representatives, or other retailers. Sales and coupons are a few
of the foremost common sales advancement strategies to fortify
interest and empower customers to buy items.

A. Sales Promotion Objectives

1. Increase consumer demand

This is the willingness and the ability of clients to purchase

your product within the time period. It must be supported by the
attitude of customers toward paying or purchasing your product.

2. Get potential buyers to heed a call to action

This is getting the attention of your customers and creating that

sense of urgency that formulates their attitude into buying your
products. It is the so-called “the need to buy the product” it is
defined as irresistible because of its value and neediness.

3. Improve product availability using media and non-media

marketing communications

This is exploring to promote your product into different fields.

The new media may use different kinds of apparatus or technological
advancements but it is usually based on social media promotions.
While the non-media marketing is not pertaining to televisions
anymore, this is more on print advertisements such as newspapers,
magazines and billboards.

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B. Sales Promotion Strategies

1. The modern promoting activities execute retail “mechanics”

such as “Buy One, Get One Free” Or “Three for Two” to energize
shoppers to purchase new advertisement releases.

2. Inbound marketing such as making content, blogs and events

about the product. This is a way for creating brand awareness
and attracting new customers to the products. Showing
educational and entertaining ways to promote the product will
let customers have an interest and will instantly trust its
eyes to the product.

3. Outbound or push marketing performs traditional forms of

promoting such as TV commercials, radio ads, print
advertisements, or anything related to multimedia and
communication. In commercials, making a product jingle that
is catchy for consumers will be memorized by them and if
continuously played it might circulate its minds even after
the commercial.

C. Sales Promotion Execution

As a startup business, looking at the perspective of customers

is always the number one priority. People's goal is to save money,
so showing a discounted promo or a buy 1 take promo is one of the
first steps the company will do. “Consider the Customer when
Planning Promotions” is the main objective in executing the sales.
In the future, proceeding to an in depth kind of strategy wherein
he company can boost its audience more in finding a bigger crowd.

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III. PUBLIC RELATIONS RECOMMENDATIONS (FILIPINO INFLUENCERS
AND BRAND AMBASSADORS DUE TO MINIMAL COSTS YET WITH A
WIDER REACH)

A. PUBLIC RELATIONS OBJECTIVES

 One - Establish the brand as a bridge that connects
the best of the North and the South Philippine
ingredients.
 Two - To capture the interest of casual consumers
and food enthusiasts
 Three - To create a reputation that screams the
best of what Pink Farmer’s Cocoa has to offer
through their products.

B. PUBLIC RELATIONS STRATEGIES

 One - Advertise through the use of social media
platforms such as Facebook and Instagram
 Two - Gain notable attention and engagement from
the mentions of big and/or small influencers.
 Three - Create content for advertisements and
promotions.

C. PUBLIC RELATIONS EXECUTION

Firstly, Farmer’s Pink Cocoa would create accounts on
popular social media platforms to maximize its presence by
giving awareness to the users. Farmer’s Pink Cocoa would then
negotiate with influencers to promote their products.
Secondly, Farmer’s Pink Cocoa would create a webpage
that contains information of the company and product. Its
history, its goals and its vision.

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