Sunday, March 22, 2020

Pulot Essay Example

Pulot Paper I. Executive Summary1 II. Situation Analysis1 III. SWOT Analysis1 A. Strengths1 B. Weakness2 C. Opportunities2 D. Threat2 IV. Marketing Strategy2 A. Mission2 B. Market Segmentation3 C. Target Market5 D. Positioning5 E. Product Line5 F. Price6 G. Distribution Outlets6 H. Advertising and Promotion6 VI. Budget7 Proposed Budget Plan for Marketing Special Pulot7 VI. Implementation7 A. Complete the Marketing Plan8 B. Approving of the Plan8 C. Creating the proper layout design8 D. Create retail channels8 E. Advertise and Promote the Product8 F. Launching of the product8 G. Monitoring the performance9 VII. Controls9 I. Executive Summary II. Situation Analysis Eating sweets after meals are part of Filipino culture. Pulot is an Ilonggo heritage that was once popular but is now slowly forgotten. Pulot is made of muscovado sugar. The muscovado sugar or moist sugar is a dark brown and slightly coarser and stickier than most brown sugars and takes its flavor and color form its source, sugarcane juice. Muscovado sugar is liquefied to become the sweet dessert Pulot. The sweet amber dessert was packaged quaintly in a piece of slender bamboo covered with dry banana leaf. It is sold in affordable prices depending in the size of the container ranging from five pesos to twenty pesos. The basic market is not entirely aware of Pulot. Only those who have eaten in the restaurants like Breakthrough, and Tatoys’ are the one who knew this product. Pulot is only sold in Villa sold by local street vendors for restaurant customers as their dessert. III. SWOT Analysis A. Strengths Originality Pulot is a native product of Iloilo City, specifically in Villa, Arevalo. It is made from local products from ingredients to packaging. It could be infused with cassava, banana, kamote, ube and other native crops. We will write a custom essay sample on Pulot specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Pulot specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Pulot specifically for you FOR ONLY $16.38 $13.9/page Hire Writer No expiration Pulot is mainly made from muscovado sugar that is caramelized with a proportionate amount of water. Sugar is an incredible preservatives working in jams and jellies which apparently does not expire. And with its packaging made of bamboo stalk, keeps pulot from moisture to solidify and helps it stay in syrup. B. Weakness Low product knowledge and exposure In today’s generation, there is a variety of desserts available in the market. Due to the existence of foreign products, we are forgetting the local delicacies that define our culture. The younger generations have little or even no knowledge of native delicacies; one of them is Pulot. C. Opportunities Market Expansion Expanding the market will increase its productivity and exposure. Since Pulot is sold only in Villa, it could be sold in restaurants, Pasalubong centers and malls located in the city. Cultural Heritage Patronizing the local products will help preserve the unique Ilonggo traditions. Also, it is a way of enhancing the market for tourists. Variety of Uses Pulot can be used in different ways. It can be a dessert after meals; toppings for pancakes and pastries; sandwich spread; and ingredients for some delicacies. It could also be complimented with bananas, camotes, ube and other native products. D. Threat Existence of well known desserts The existence of well known foreign and local sweets will post a great difficulty for pulot to enter the modern market. IV. Marketing Strategy A. Mission Special Pulot aims to revive a part of Ilonggo culture in terms of dessert. The native treat exist to satisfy your sweet tooth with a new and attractive packaging design Financial Objective * To increase the sales by 10% for the first year of production * To sustain a research and development budget Marketing Objective * To increase the product awareness to younger generations B. Market Segmentation The profile for the Special Pulot’s consumers consists of geographic, demographic, and behavior factors. Special Pulot has several target segment customers, the individual customers (families, students, foreigners and balikbayans), restaurants and malls. Individuals: Geographics * The initial target is Iloilo City with the population of 418,710. * The total targeted population is 167, 484. Demographics * Students, families, foreigners and balikbayans. * Age group of 15 to 60 years Have a family income of more than P 15,000 a month might be part of Class A, B and C segment of the market. Behavior Factors * Likes sweet foods and native products. * There is a value attributed to the more attractive packaging of the product. * Are very open to new ways of using the product. * Tend to patronize higher – quality restaurants, malls and pasalubong centers. * Conscious of their health. Restaurants (and their customers): Geographics * Iloilo City has a lot of restaurants that serve Filipino dishes mostly in Villa, Molo and Manduriao Districts. Demographics * Male and Female. * Singles and Families. Tend to eat out at least once a week. * Tend to patronize Filipino restaurants. Behavior Factors * Are health conscious. * Enjoy a sweet dessert every after meal. Malls: Geographics * The initial target malls are SM City in Manduriao and Robinsons’ Place in the city proper. Demographics * Male and Female. * Singles and Families. * Tends to go to the malls as a leisure activity. Behavior Factors * Loves to eat while roaming around the mall. * Into nutritious and native foods. C. Target Market Based on the market segmentation, the target market are the students, families, foreigners and balikbayans. Individuals These individuals are composed of households in Iloilo City with a monthly family income of P10, 000 pesos. These are health conscious consumers that preferred the Special Pulot as condiment instead of refined sugar that contain chemical additives. Restaurants These are the restaurants in Iloilo City that serves Filipino dishes in their menu. Special Pulot will be served to the customers that want a native and nutritious treat for dessert after eating their meals. Malls Loaded Special Pulot will target the two major malls in Iloilo City, SM City and Robinson’s Place. The prospect customers will be the mall goers that love to eat sweet native delicacy. D. Positioning Special Pulot will position itself as a best choice delicacy in Iloilo. It will symbolize the love of Ilonggo people for sweet native food. This positioning will be achieved by expanding its target market, intensive knowledge dissemination regarding the product and establishing a unique product that will be put up in stalls at major malls and schools. The said unique product is a Special Pulot with native crop toppings such as banana, ube, kamote, roasted peanut and pinipig. Special Pulot will be sold on restaurant and Pasalubong Centers with a better packaging. E. Product Line There are three types of products that to be distributed to the market: 1) The Special Pulot that is sold in restaurants and Pasalubong Centers will be served with classy native packaging. The packing is a bamboo tube with ethnical carvings on the outside and has a product logo. The packaging will also have a list of nutritional value that a consumer could get in the product. The packaging has other purpose aside from containing Special Pulot. It could be a pencil holder or a flower vase. ) The Loaded Special Pulot that will be sold in stalls at malls will be served as a snack for mall goers with native crop toppings. The native crop toppings are boiled banana, ube, kamote, cassava, roasted peanuts and piniping. It will be served in paper bowls. 3) Another is the Special Pulot that is packed in glass jars to be sold in grocery stores and local dry markets to be consumed by local h ouseholds. This Special Pulot will be a good substitute for refined sugar and other sweeteners. Special Pulot is 100% made of Muscovado sugar that contains essential minerals like potassium, phosphorus, calcium, magnesium and iron. Also, it only contains calories, thus, making it a good alternative to figure conscious consumers. This could be infuse in coffees or spread in bread. F. Price The price will be based on a per product price. For product 1, it will be sold in prices ranges from P20 to P50 pesos depending on the size of the container. For product 2, the prices will vary from P20 to P50 depending on the size of the container and an additional P5 for extra toppings. Then the Special Pulot that is packed in jars will have a price range of P30 to P60 pesos per product depending the size of the jars. G. Distribution Outlets The distribution outlets will be: * Restaurants * Pasalubong Centers and Grocery Stores * Malls H. Advertising and Promotion The product will be promoted through an advertising campaign that supports its positioning strategies and through participating in greater extent on dealer trade shows. The advertising campaign will be posters and flyers that have information about the product and will be put at the distribution outlets. The said posters will be posted on restaurants and pasalubong centers that sell Special Pulot and flyers will be distributed during trade shows in malls or events that sponsored by the company. VI. Budget Proposed Budget Plan for Marketing Special Pulot One-year Plan Legal expense*-P10,000. 00 Layout Design**-10,000. 00 Promotional Materials Posters-P9,000. 00 Flyers-4,000. 00 Total promotional materials expense13,000. 00 Communication and Transportation Expense20,000. 00 Labor Workers*** 17,000. 0 Product Control**** 10,000. 00 Contingency Fund 10,000. 00 TOTAL BUDGET FOR THE YEAR P90,000. 00 *Expenses for the processing of legal paper works for the project **Expenses for creating the design of the product’s packaging and for the employment of the layout artist ***Allocated for the salary of workers who will be promoting the product of different sites ****This is for the monitoring of the product. Workers will conduct a survey to measure the performance of the project. Schedule for monitoring the product is contained in part seven of the marketing plan, controls. VI. Implementation These are the following steps that company has to accomplish on time and within the budget: A. Complete the Marketing Plan The marketing plan for the product has to be completed and revised B. Approving of the Plan Once the plan had been finalized, it will be presented to the owner/ supplier of the product. Collaborating with the owners on their opinions and comments regarding the matter will be done. After clarifications and finalization of the actions to be taken, the operation will begin. C. Creating the proper layout design After the plan has been approved, the group will be hiring a layout artist to design the packaging of the product, with proper coordination with the operations department of the supplier, and the design for the promotional materials for the product. D. Create retail channels Contacting pasalubong centers and local restaurants as site of selling the product will then take place. Locating the proper area for setting up of stalls in malls will also be done. After pinpointing the appropriate site, construction of the stalls will take place. E. Advertise and Promote the Product Once the promotional materials had been finalized and printed, it will be placed on different areas in Iloilo city. F. Launching of the product The official wide scale launching of the product and simultaneously, advertising of the product. G. Monitoring the performance The workers will be regularly monitoring regarding the awareness of the customers regarding the product, revenue and expenses. VII. Controls The following areas will be monitored to measure performance:

Thursday, March 5, 2020

The Core Characteristics of Social Psychology

The Core Characteristics of Social Psychology Introduction: What is social psychology? Social psychology is a scientific discipline in which social scientists attempt to look at the influence of other people on an individual’s feelings, behavior, and thoughts. In most cases, the presence of other people in an individual’s surrounding is taken to be actual, implied, or imagined (Fiske, 2010, p. 4; Sanderson, 2010, p. 4).Advertising We will write a custom research paper sample on The Core Characteristics of Social Psychology specifically for you for only $16.05 $11/page Learn More In essence, social psychology revolves around the study of social influence, which is the impact of other human beings on others, and thus people tend to do what others (in their immediate environment) are doing at a given period in time. As a result, the human being(s) that influence one or more persons in the social set-up constitute a social situation. Therefore, social situations can be anything from one person (bystander) to a group of people (students in a classroom). This paper seeks to analyze the core characteristics of social psychology before looking at the concept of situationism and its relevance to social psychology. Finally, the paper will look at the core social motives and their significance to the field of social psychology. The core characteristics of social psychology There are four core features of social psychology including broad scope, cultural mandate, scientific methods, and search for wisdom (Fiske, 2010, pp. 29-34). As noted in the foregoing discussions, the fact that social psychology entails the study of the social influence makes it have a broad scope in many aspects. Here, it is important to note that social influence exists because people are always motivated to exist and/or comply with different social situations. For instance, social influence is the driving force behind fashion dynamics, career choices, politics, and sports among other human activities or b ehaviors. Therefore, since social psychology aims at looking into each of these social activities relative to the conduct of the human beings involved, its scope is not limited to only a few items. As a result, for one to adequately cover the topic of social influence there is the need to break it down into manageable subcategories, which will then form the basis of scientific experiments and other investigations. On the other hand, social psychology is culturally mandated in that its evolution/development is pegged on cultural changes, which in turn implies that people will devise different social motives in order to survive in the ever-changing/diverse cultures in the contemporary societies.Advertising Looking for research paper on psychology? Let's see if we can help you! Get your first paper with 15% OFF Learn More For instance, in the recent past, if one wanted to predict the behavior of another person, and in turn explain why the latter acted in whichev er way, the explanation will be based on religion or tradition. However, with emergence of social sciences, human behavior can be examined and elaborated on the basis of scientific methods, theories, and hypotheses. Simply put, social psychology and other social sciences provide various scientific explanations, which underpin social behavior and cultures in the contemporary society (Fiske, 2010, p. 33). Further, scientific methods form the integral part of social psychology in that they aid the development of theories and their validation in order to provide the scientific understanding of human behavior. Moreover, the knowledge base informing social psychology is based on various aspects of the scientific methods including techniques, methodologies, analyses, and standards. Finally, scientific methods supply the research strategies needed in social psychology. For instance, it is common practice for social psychologists to carry out experimental and observational research studies w hile observing some stipulated procedures and standards before making final statements about the influence of people on others (Fiske, 2010). Accordingly, the goals and objectives of any research survey under the field of social psychology are based on the need to search for wisdom. Here, since social psychology intends to tackle practical social issues, it is obvious that the scientific knowledge put forth is meant to build on existing knowledge and making the whole society knowledgeable. Most importantly, the practical implications of the knowledge gathered from scientific investigations form the key goal of almost all social psychology experiments. Hence, it is widely believed that if people are made to understand how and why people influence others, perhaps the negative implications of social influence will be ameliorated at some point. Overall, the scientific knowledge obtained in social psychology fits into the much needed wisdom in the world today (Fiske, 2010).Advertising We will write a custom research paper sample on The Core Characteristics of Social Psychology specifically for you for only $16.05 $11/page Learn More Situationism The concept of situationism underlies the scientific relevance of the social context in investigating social influence. Unlike the belief that social behavior is occasioned by individual personality, Fiske (2010, p. 7) posits that social behavior is a product of people’s immediate surroundings (social context). Therefore, experiments conducted by Lewin and his students have shown that the impact of situations on social behaviors surpasses individual personalities. In most cases, situations tend to be democratic in that social situations will always influence all the people involved irrespective of their personalities. Therefore, social situations can be used to predict social behaviors. Unlike ordinary people, social psychologists find situations to be more important than personalities in in vestigating people’s behavior because of various reasons. First, ordinary people tend to over-rely on personalities more than situations in explaining human behaviors. Secondly, it is widely accepted that the study of personality is a complex topic that should be studied as a single entity. Moreover, personality theorists tend to disagree on the methods of measuring personality. Thirdly, the personality-based explanation of human behavior is deficient in terms of measuring/predicting specific behaviors in a random situation. Sometimes, situations and personalities taken together have been found to be more accurate in predicting specific behaviors. Therefore, as scientists, social psychologists find it more appropriate to engage the concept of situationism in explaining and predicting behavior because it is a concept that is usually underestimated in most studies (Fiske, 2010, p. 10). Core social motives As noted earlier, for people to survive in a given group, there is the ne ed to devise ways (social motives) that fit into the existing social situation. Therefore, social motives are the fundamental psychological processes, which inform people’s behaviors, feelings, and thoughts in the presence of other people. According to Fiske (2010), the major social motives are trusting, understanding, belonging, controlling, and self-enhancing. These motives are the product of the interaction between personality and situations unlike other personality predispositions, which predict consistent behaviors irrespective of the underlying situations. Therefore, each of these core motives is important to social psychology because they inform different psychological analyses.Advertising Looking for research paper on psychology? Let's see if we can help you! Get your first paper with 15% OFF Learn More Here, studies have shown that a motive is the driving force behind the behavioral characteristics of a person existing in a given situation (life space). Furthermore, certain defining characteristics of a situation serve to facilitate or hinder the behavioral changes in a person (Fiske, 2010, p. 15). Accordingly, the situational characteristics acquire either negative or positive values (Valence) depending on an individual’s perception of the situation. Therefore, there is evidence to suggest that the social motives underlie situationism, which as earlier stated, is an important concept in social psychology. Moreover, social psychologists agree that a person’s motives characterize a psychological situation relative to that individual’s interpretations, and thus form the basis of situationism. Accordingly, social motives are important in explaining, describing, and unifying various seemingly independent lines of psychological research in that they inform specific theories and research methodologies in social psychology (Fiske, 2010). However, despite that the motives have not been adopted into research as a framework, there seems to be widespread acceptance of the five motives by both social and personality psychologists. As a result, there is the need to devise ways of incorporating these motives as a framework in future studies involving human behavior and social influence. References Fiske, S.T. (2010). Social beings: Core motives in social psychology (2nd ed.). River Street, Hoboken, NJ: John Wiley Sons, Inc. Web. Sanderson, C.A. (2010). Social psychology. Hoboken, NJ: John Wiley Sons, Inc. Web.