this is marketing plan that made by my group for Marketing Fundamental Class, it has been held at first term of Creative Marketing Class in Binus Business School Jakarta. Design by: matius.alvin@gmail.com

2. VISION & MISSION
VISION :
preversing healthy living through healthy catering.
MISSION :
 supplying a hygine, healthy, adequate calories foods based on
RDA (Recommended Dietary Allowance) and Indonesian
Medical Nutrition Society (PDGMI)
 supplying gourmet to those in special goals program for weight
loss and weight gain.
 supplying gourmet for common illness
patient to support their therapy.

3. MARKETING ORGANIZATIONAL
STRUCTURE

4. BRAND ELEMENT
BRAND NAME : SUGARCANE
TAGLINE : Healthy Living, Holistic Life
LOGO:

5. INDUSTRY ANALYSIS

6. CONSUMER ANALYSIS
NEED
WANT
PREFERENCE

7. SWOT ANALYSIS

8. SWOT ANALYSIS
STRENGTH
People
Quality
Feature
Competitive Price
WEAKNESS
Incomparable Resources
Area Restriction

9. SWOT ANALYSIS
OPPORTUNITIES
Business Expansion
Brand Worth
THREAT
Incomparable Resources

10. COMPETITOR OVERVIEW
PRIMA DIET CATERING WHITE LOTUS
OVERVIEW not only it helps accelerate enjoy stunning food because
the process of losing body blending nutrition
weight, but also to provide the knowledge, food technology
highest satisfaction in taste expertise, and produce nutrition
experience. science based gourmet.
- Vegetarian
PRODUCT - Regular Slim Package - Nutrition during and after
-Power Slim Program pregnancy
- Kidzgourmet - Smart food for kids
- Nutrition Solution for Autism
Rp 70.000 – Rp 95.000 Rp 105.000 – Rp 155.000,-
PRICE per box per box

11. STP

12. MARKET SEGMENTATION

13. MARKET SEGMENTATION
GEOGRAPHIC SEGMENTATION
Area : JAKARTA

14. MARKET SEGMENTATION
DEMOGRAPHIC SEGMENTATION
AGE 35 – 64
FAMILY LIFE CYCLE YOUNG MARRIED, OLDER MARRIED
GENDER MALE, FEMALE
INCOME > RP 20.000.000,- / MONTH
OCCUPATION DIRECTORS, CEO, CONSULAT
EDUCATION COLLEGE GRADUATES
SOCIAL CLASS UPPER MIDDLES, UPPER UPPERS

15. MARKET SEGMENTATION
PSYCHOGRAPHIC SEGMENTATION
• PEOPLE WITH HEALTHY LIFESTYLE
• PEOPLE WITH COMMON ILLNESS

16. TARGETING
highly educated people with high income,
who living and working in Jakarta that concern
with their health and also the costumers who
have a common ilness to support their
theraphy

17. POSITIONING
as a catering service that provides healthy
food for customers who are aware of the
health and who have problems with health.

18. MARKETING MIX

19. MARKETING MIX
PRODUCT

20. MARKETING MIX
PRICE
One Stop Healthy Catering Services
( Catering + Personal Nutritionists)
2 meals X 20 working days = 40 meals for
Rp 4.500.000/month
Healthy Catering Services
2 meals X 20 working days = 40 meals for
Rp 3.500.000/month

21. MARKETING MIX
PEOPLE
PROCESS
PHYSICAL EVIDENCE

22. MARKETING MIX
PLACE

23. MARKETING MIX
PROMOTION

24. MARKETING MIX

25. MARKETING MIX

26. FINANCIAL ANALYSIS
TARGET SALES

27. FINANCIAL ANALYSIS

28. SUGARCANE HEALTHY CATERING
INCOME STATEMENT
2010 2011 2012
SALES:
Healthy Catering 6.300.000.000 8.190.000.000 11.466.000.000
One Stop Healthy Catering 2.400.000.000 3.120.000.000 4.368.000.000
- -
TOTAL SALES 8.700.000.000 11.310.000.000 15.834.000.000
Cost of Sales: 3.480.000.000 4.524.000.000 6.333.600.000
TOTAL COST OF SALES 3.480.000.000 4.524.000.000 6.333.600.000
GROSS PROFIT 5.220.000.000 6.786.000.000 9.500.400.000
OPERATING EXPENSE:
VARIABLE OPERATING EXPENSE
Wages expense 360.000.000 396.000.000 475.200.000
Marketing expense 600.000.000 660.000.000 726.000.000
Transportation expense 435.000.000 565.500.000 791.700.000
Utilities expense 60.000.000 66.000.000 72.600.000
General & Administrative Expense 15.000.000 16.500.000 18.150.000
Repairs & Maintenance 20.000.000 22.000.000 24.200.000
Misceleneous Expense 10.000.000 11.000.000 12.100.000
TOTAL VARIABLE OPERATING EXPENSE 1.500.000.000 1.737.000.000 2.119.950.000
FIXED OPERATING EXPENSE:
Salaries expense 840.000.000 924.000.000 1.108.800.000
Depreciation expense 100.000.000 100.000.000 100.000.000
Rent Expense 1.200.000.000 1.200.000.000 1.200.000.000
TOTAL FIXED OPERATING EXPENSE: 2.140.000.000 2.224.000.000 2.408.800.000
TOTAL OPERATING EXPENSE 3.640.000.000 3.961.000.000 4.528.750.000
OTHER EXPENSE:
Interest Expense 12.000.000 12.000.000 12.000.000
TOTAL OTHER EXPENSE 12.000.000 12.000.000 12.000.000
NET INCOME BEFORE INCOME TAXES 1.568.000.000 2.813.000.000 4.959.650.000

29. FINANCIAL ANALYSIS
MARKETING EXPENSE REPORT

30. THANK YOU
“ My definition of success is to live your life in a way that causes you to feel a
ton of pleasure and very little pain - and because of your lifestyle, have the
people around you feel a lot more pleasure than they do pain. ”
- Tony Robbins -