Food that is Healthy, Safe, and Nutritious.

1. Roseller O. Quin
June, 2013
1
10 STEP
Marketing Plan for
D’ Bessfood Organic Rice
and Mascobado Sugar
rossellerquin.blogspot.com

2. Disclaimer
This 10 Step Marketing Plan is part of the
mandatory requirements of Prof. Remigio Joseph
De Ungria’s AGSB marketing management class.
The data included in this report are based on
publicly available data such as those on internet
websites, news, package declarations, public
reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare,
blogs and facebook so that there is easier
sharing among students from different marketing
classes.

3. The D’ Bessfood Organic Products is a partnership of small-scale
farmers, cooperatives, and development practitioners who all
believe in the natural and organic practices of producing food for
life, health, and the environment.
The D’ Bessfood Organic Products are strictly chemical-free. No
chemical fertilizers, preservatives, nor pesticides were used in
growing and processing the products. Only locally available
composted fertilizers and natural microorganisms were used to
produce such rice and sugarcane. (No pigs and chicken manure,
composted or not, is allowed)
The microorganisms are found in the natural environment and
supplemented with local effective microorganisms from the forest.
For pest control, we use the botanical growth enhancer/plant
protector for healthy plants and for limiting crop damages.

4. Steps 1 to 5
Summary headline of your PTM and market
1. D’ Bessfood Organic Products target Consumers who
are looking for healthy and safe food, young
professionals, and with development-related
sickness.
2. Safe, healthy and Organic Food.
3. Available brands: Pecuaria, F &C, Plan, Full of Grace.
4. All brands offer organic rice and mascobado coming
from the improved HYV varieties.
5. Increase in number of retail outlets (AC Neilsen –
2001)
– Supermarkets by 27%
– Groceries by 35%

5. 6. Organic Rice (2 and 5 kgs), Heirloom Traditional
Filipino Rice (1, and 2 kgs), and Whole
Mascobado Sugar (1/2 and 1 kg)
7. Price varies from different packages, kilogram,
and market outlets.
8. Events, exhibits, and small shops.
9. In Supermarkets located in Makati, and nearby
home-base provinces such as Pangasinan,
Tarlac, and Nueva Ecija.
10. “A Credible Organic Agriculture Producer in the
Philippines”
Steps 6 to 10
Summary headline of your PTM and market

6. 1. Describe the primary target market (PTM)
• Ages 35 to 80: Male and Female, ABC class,
Parents.
• Professionals/Club Members/ Middle Aged
Parents, Health Conscious/ Advocate of for a
Better Environment
• Whole Family Rice needs, All meals, Sweets
like beverages, pastries, snacks food, and
People on Special diet.

7. 2. My PTM’s NWD
Needs from Maslow’s hierarchy (need for
wholesome, safe and healthy food)
Wants determine choice (wants something
different – natural, soft, short, aromatic,
eating quality, chunky, high fiber, highly
pigmented, color, and safe food)
Demands for them to buy the product (Good
quality, Something different, and credible
producers)

8. Describe your PTM needs
8
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th
ed, Philip Kotler
Something different,
Advocacy for the
Environment
Food, safe food
Wholesome and
healthy food

9. 2. PTM’s needs, wants & demands
Needs: Physiological Needs - Food (Rice and Sugar),
Safety Needs – Wholesome, Safe and Healthy
Food, Self-development and self-realization –
Something different, Advocacy for the
Environment)
Wants: Highly pigmented Rice, natural, soft, short
grains, eating quality, chunky, high fiber.
Demands: Heirloom Traditional variety rice (short
grains and aromatic), Highly pigmented, soft and
chunky, and supervised by Ross O. Quin (1 of the
top 10 Organic Agriculture Advocate in the
Philippines – Organic Matters Magazine, 2005)

10. 3a. Competitors
• Direct Competitors: Pecuaria, F &C, Plan, Full
of Grace – are already in the market since the
year 2000.
• Indirect Competitors: Harvester, Mrs. Lam,
Vita, Imported Brand rice, and Jordan Farm –
using conventionally grown crops, processed
similar to Organic Products.
• Variables: Packaging, quality, brand, variety,
visualization, and benefits.

11. Low
Price
0-20 yrs 21-35 yrs 36-49 yrs 50yrs up
High
price
Health
Benefits
Indirect Competitors:
Specialized Imported Varieties
Indirect Competitors:
local varieties
PecuariaFull of Grace
Price vs. Age Matrix
Pecuaria
F&C
F&C
D’ Bessfood
3b. Create 2 Positioning Maps

12. Example of a benefit positioning vs. brand
map for Organic Products
Benefit Positioning vs. Brand Matrix
as of 2011
Functional Benefit Mrs. Lam Harvester Vita
Imported
Rice
Jordan
Farm F&C
D'
Bessfood Pecuaria
Full of
Grace
GoodEatingQuality
Visulaization
Aroma
HighPigmentation
Chunky
Golden Brown Color
Highfiber
Healthy andSafe
Heirloom Rice
Friendly to Environment

13. 4. Identify the gap between customers and
competition
Where is the marketing opportunity? High fiber,
high-pigmentation organic rice that gives high
health benefits for people that needs high fiber
food and rich in antioxidant.
What NWDs are not being addressed? Producing
high fiber, chunky, high-pigmentation, and
heirloom organic rice.
What can be the unique selling proposition for the
new product (totally new or repositioned.) Super
Rice for clean stomach and strong immune
system (High fiber cleans the colon, High natural
pigmentation builds strong immune system.

14. 5a. Estimate the market size using competitor data
1. International Food Policy Research Institute - Trend over
past 20 years : Supermarket had major impact on Agri
Food Supply Chain – Shift in the distribution power in
agri-supply chains
2. Manufacturers vs Global Supermarket Chains – Global
Supply Chains/Private standards and systems are
affecting the rural developments
3. Farmers and processors are losing access to markets
4. South East Asia 30% growth in supermarkets inlast 5
years
5. Retail Market Indicators = Sales Growth
• 2004-05 = 11% 2005-06 = 22% (planet retail)

15. 5b. Estimate the market size using company
data
a. Everything leads back to supermarket as the major
channels of trade, as processors would also pass on to
farmers-suppliers the supermarket requirement on them;
b. Trend all over the world
c. Factors that led to this
1. Rapid urbanization, growth in disposable income,
2. Increasing working women, Increase Credit Card usage
3. Increased investments from chain retailers
4. Modernization of procurement
d. Supermarket Products are going beyond the processed as
the volume of retail trade in flowers – fruits - fresh
vegetables increase
– Projected Retail Shares = 59% fruits, 55% vegetable

16. 5c. Estimate the market size using customer
data
1. Usage per day or per year
Items Per Person
Per
Household Per Month Per Year
Organic Rice ½ kg per
day
2 kg per
day
60 kgs 720 kgs
Heirloom
Traditional Rice
½ kg per
day
2 kg per
day
60 kgs 720 kgs
Mascobado
Sugar
1/8 kg per
day
¼ kg per
day
3 kgs 90 kgs

17. 5. Decide on market size in pesos, not in number
of people
1. Competitor data= PhP 132 Million of CBE
products traded per year
2. Company data = PhP 12 Million potential
market per year
3. Customer Usage data =
– Organic Rice 720kgsXP50X5,000= P180Million
– Heirloom Rice – 720kgsXP65X1,500= P70.2Million
– Mascobado – 90kgsXP94X5,000= P42.3Milliom

18. 6a. D’ Bessfood Products

19. Competitors’ Products

20. 6a. Show how product looks vs. competition
Direct Competitors’
Indirect Competitors’
Direct Competitors’

21. 6b. Product Description

22. 6b. Product Description
Golden Brown

23. 6b. Product Description
Product
Presentation

24. 7. Price
Products F&C Pecuaria Full of
Grace
D’
Bessfood
Price
Difference
Price
Strat.
Organic Rice, 2 kgs P102.00 P98.00 P110.00 P106.00 P10-P12 Middle
Organic Rice, 5 kgs P255.00 P245.00 P275.00 P265.00 P10-P20 Middle
Heirloom Rice, 1kg P118.00 - P88.00 P74.00 P14-P40 Middle
Heirloom Rice 2kgs - - P176.00 P145.00 P31 Middle
Mascobado Sugar, ½
kg
P46.00 P46.00 P56.00 P51.00 P5-P15 Middle
Mascobado Sugar, 1
kg
P86.00 P86.00 P110.00 P98.00 P12 Middle

25. 8a. Which of these modes does your
product use?
** Pls. rank most used, 1-highest use
1
1
1
0
0
0
0
2

26. 8a. Your products Promotions
Describe what you propose to do/ product
is currently doing vs. the 8 modes of
communications.
–Events and Experience
–Direct Marketing
–Personal Selling
–Word of Mouth

27. 8a. Samples of Promo
This can be in multiple slides

28. 8b. Competitor promo
Show also how your key competitors communicate
Their commercials
– Events and Experiences
– Direct Marketing
– Personal Selling
– Word of Mouth
Their websites - none
And why your communication stands out:
“We are not just merely working for a company. We are
the Company itself”.

29. 9. Place
• Where is your product available?
– Supermarkets - CSI – Pangasinan (4
Supermarkets), Red Camia Supermarket (3
Supermarkets), Landmark in Makati and Trinoma,
OPTA Organic Store.
– key areas only – Pangasinan, Tarlac, Makati,
Quezon City, Baguio, Nueva Ecija.
– Method of delivery – Direct to Supermarkets.

30. 10. What is the generic winning strategy?
Which of the 4 strategies are being used? (bold
and underline to most dominant strategy)
– Low Cost Producer
– Supply and Distribution Leverage
– Differentiation
– Niche

31. 31
SUMMARY

32. Steps 1 to 5
Summary headline of your PTM and market
1. D’ Bessfood Organic Products target Consumers who
are looking for healthy and safe food, young
professionals, and with development-related
sickness.
2. Safe, healthy and Organic Food.
3. Available brands: Pecuaria, F &C, Plan, Full of Grace.
4. All brands offer organic rice and mascobado coming
from the improved HYV varieties.
5. Increase in number of retail outlets (AC Neilsen –
2001)
– Supermarkets by 27%
– Groceries by 35% How big is the market (3Cs)

33. 6. Organic Rice (2 and 5 kgs), Heirloom Traditional
Filipino Rice (1, 2, and 5 kgs), and Whole
Mascobado Sugar (1/2 and 1 kg)
7. Price varies from different packages, kilogram,
and market outlets.
8. Events, exhibits, and small shops.
9. In Supermarkets located in Makati, and nearby
home-base provinces such as Pangasinan,
Tarlac, and Nueva Ecija.
10. “A Credible Organic Agriculture Producer in the
Philippines”
Steps 6 to 10
Summary headline of your PTM and market