Chapter III

MARKETING MANAGEMENT

Marketing management is one of the most essential part of business enterprise.

The consideration of the 5Ps (Product, Price, People, Place and Promotion) is

elaborated here. Marketing is usually a creative industry which includes advertising,

distribution and selling. In addition, the determination of the extent to which the goods/

services be generated by the project are needed or demanded and to design the

appropriate marketing strategies and plans that will help ensure that the projects

outputs will reach and be accepted by the target users.

This aspect will look into the analyzation of past and present demand and supply

situations, expected future behaviors and the resulting demand supply gaps as they

relate to the outputs. Also, to undertake the analysis, planning and formulation of

workable marketing programs, product mix strategy, marketing mix and marketing

organization that can effectively inform, motivate and service the markets.

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 SWOT ANALYSIS

Strengths Weaknesses
1. Unique and affordable product 1) Limited outlet
2. A natural and chemical-free product 2) Misconception of products dual
3. Advocate of greening the enterprise purposes
4. Marketing and management capability 3) Familiarity of the product
5. Availability of resources 4) The product is not widely known to all
6. Financial stability consumers
7. Skilled and high level of employees
knowledge in the field
8. Low level of staff turnover
9. Product integration toward corporate
social responsibility

Opportunities Threats
1 Demand for convenience 1. Unstable government regulations
2 Use of marketing or promotional 2. Economic of Scales
techniques to boost the business 3. Cheap similar products can emerge
3 Potential new product line after launch of products
4 Opportunity to grow and expand

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Demand Analysis

Scentimental Fragrance Corporation made the demand analysis to determine

what type of customers are willing to buy the product, how many units they are likely to

buy and at what price range. This information is then used to plan advertising strategies,

determine selling cost and make product modifications

Table 3.1
Projected Survey Population

Population Market First Year Second Year Third Year

SM Dasmarias - -
Supermarket 1,295,391 1,332,957 1,371,613
Department Store 1,401,682 1,442,331 1,484,158
Watsons 1,090,128 1,121,742 1,154,272
Bench 1,187,654 1,222,096 1,257,537
Robinsons Place Dasmarias
Supermarket 740,047 761,508 783,592
Bench 803,543 826,846 850,824
Walter Mart Dasmarias
Supermarket 900,001 926,101 952,958
Zen Zest 589,985 607,095 624,700
HBC 756,894 778,844 801,430
Central Mall 1,051,320 1,081,808 1,113,181

TOTAL 9,816,645 10,101,328 10,394,266

According to surveys, people who visits malls mostly in the skin care section

goes up to 9,816,645 with a growth rate of 2.90% from the year 2016.

Projected Population and Demand

(Ages 14 and above)

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 YEAR POPULATION ESTIMATED DEMAND
2016 9,816,645.00 4,908,323
2017 10,101,327.71 5,050,664
2018 10,394,266.21 5,197,133
2019 10,695,699.93 5,347,850
2020 11,005,875.23 5,502,938
Table 3.2

The estimated demand was derived from the results of the assumptions that 50%

of the total projected population from the year 2016 to 2020.

Supply Analysis

Scentimental Fragrance Corporation tend to have a new and very unique product

out of all perfume industry in the Philippines. The supply analysis takes into account

changes in both output supply and input/factor demand.

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MARKETING PROGRAM

Product Description

MOSCENTO is a naturally derived perfume with mosquito repellent. It has a

combining scent from essential oils like citronella, lemongrass, peppermint and lavender

that will benefit all types of consumer to be able to reduce the mosquito causing disease

in every community while looking good, smelling nice, and feeling great all in one place.

Brand name

"MOSCENTO" is the brand name of our product. The name is a combination of

the words 'scent' and 'mosquito'. which totally gives meaning to what the products

purpose, that is to make a scent that can send those mosquitoes away (scent those

mosquitoes away!) without smelling like chemicals. This is by innovating a perfume that

can double as mosquito repellent.

MARKET DESCRIPTION

The proponents aimed to offer the product to the population of Cavite, who seeks

an affordable and effective mosquito repellent with a pleasant-smelling scent.

MOSCENTO will sell directly from the retail outlet in commercial space of Pascual

Building in Governor's drive, Sampaloc 1 Pala-pala, Dasmarias City, Cavite.

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TARGET MARKET

Scentimental Fragrance Corporations main market are basically the residents of

Dasmarias City, Cavite, more specifically residents who are always aware of their

smell and very particular with health issues regarding mosquito-borne diseases.

Moreover, the market chosen by the researcher are more likely to use our product for

the main reason of the necessity of having a great smell and safe from mosquito bites.

Hence having this type of market makes our product flexible to all gender of

Dasmarias City, Cavite. People who tend to smell good and remarkably safe, only our

product can provide all their wants and desires.

PRICING STRATEGY

In choosing pricing strategy, the proponents based their pricing according to their

own unique marketing goals and objectives. Considering the cost of production and the

suggested price of competitors. MOSCENTO is intended to sell at a reasonable price

for the affordability of the target market.

Perfume with mosquito repellent MO SCENTO sells its one bottle of 10 milliliters

for fifty five pesos (PHP 55.00)

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PRODUCT STRATEGY

In the proposed study, the proponents developed and created a natural and

environmental friendly perfume combined with insect repellant from citronella oil,

lemongrass oil, lavender oil, and mint oil blended as MOSCENTO. The product is

offered for sale in the market with an objective to make sure that the consumers will

have the most satisfying experience when using MOSCENTO, not only having a great

and perfect smell but also having the assurance of safety from mosquitoes. We are

more that confident that it is effective, natural, and safe not only for the user but also for

the environment. More importantly the product also aims to make the consumers

choose it without any doubt of the product having side effects that may cause negative

effects or damages, and of course products with no negative effects are the ones who

are trusted by most of the consumer because at the end of the day our products goal is

to Scent those mosquitoes away!

PROMOTIONAL STRATEGY

Promotion is one of the marketing mix elements among the 5Ps. Promotional

strategy is the method used for creating consumers awareness of a product. Therefore,

the proponents of Scentimental Fragrances Corporation come up to this following way

to meet the goal of promoting their product.

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 1) Tarpaulin- This will be posted to areas near malls, schools and

near its retail outlet

2) Promotional Price- The proponents decided to have an opening

price of three for one hundred fifty (3 for PHP 150) pesos only. (Saving up 15

pesos for every purchase of three (3) bottles.)

3) Online Marketing- Online marketing moves as the speed of light.

Through the use of internet websites/ social media, such as Facebook,

Instagram, and Twitter.

4) Sponsoring Programs- Promoting MOSCENTO (perfume with

mosquito repellent) to the public through sponsorship programs in barangays,

schools and in communities. By this the proponents can easily win the target

market.

5) Leaflets- the leaflets will be distributed continuously on its first year

of operation.

Tarpaulin

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 Promotional Price

Online Marketing

Facebook

Instagram

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Twitter

Leaflets

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Packaging
(Sticker)

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