COÑOSCAN

COOSCAN
(Wireless Digital Highlighter)
Paper presented to:
Prof. Rowena Paz Gelvezon
In Partial Fulfillment of the Requirements in
BA 170
By:
Capalihan, Gaia Jone
Dauba, John Carlo
Matorres, Denee Vem
Nadal, Janica Rose
Rosa-ot, Riza Mae
Taylaran, Marie Josie Belle

December 2015
Table of Contents
Executive Summary.i
I. Current Situation
A. Internal Analysis: The Company
1. Company Profile.1
2. Current Position of the Company/Brand in the Market.3
3. Company/Brand Strengths and Weaknesses Analysis6
4. Brand Consumer Profile
a. Identified Market Segments10
b. Market Needs Being Addressed ...10
c. Buying Patterns.11
d. Usage Habits.11
5. Present Marketing Strategy
a. Target Market.11
b. Current Brand Positioning12
c. Competitive Strategies Employed. .12
d. Marketing Mix.13
B. External Analysis:
1. Macro Environmental Analysis
a. Political-Legal...16
b. Economic...20
c. Socio-cultural....21
d. Technology and Natural Environments24
2. Market Analysis
a. Demand estimation.26
b. Market trends...32
c. Growth potentials.33
3. Consumer Analysis
a. Consumer needs..33
b. Buying situation34
c. Factors that affect consumer behavior.35
4. Competitor Analysis
C-Pen
a. Competitive positioning..35
b. Market Shares/ Sales Volume / Sales and Profit

Trends..36
c. Marketing Strategies..36
d. Strengths and Weaknesses of Competition...39

IRISPen
a. Competitive positioning.39
Trends..40
c. Marketing Strategies
c.1. Target market..40
c.2 Brand positioning40
c.3 Marketing mix..41
d. Strengths and Weaknesses of Competition..42
Stabilo
a. Competitive positioning.43
Trends..43
c. Marketing Strategies
c.1. Target market..43
c.2 Brand positioning43
c.3 Marketing mix..44
d. Strengths and Weaknesses of Competition.45
II. Strength, Weaknesses, Opportunities and Threats (SWOT) Analysis

and Critical Issues
A. SWOT and Marketing Implications46
B. Critical Issues51
III. Identified Market Opportunity65
IV. Proposed Target Market66
V. Financial and Marketing Goals/Objectives
a. Financial Objectives....66
b. Marketing Objectives..67
VI. Marketing Strategy
a. Marketing Strategy.....67
b. Brand Positioning
i. Target Market..68
ii. Competitive Frame of Reference.68
iii. Points-of-Difference and Points-of-Parity68
iv. Value Proposition69
v. Support or Reason to Believe69
c. Marketing Mix
i. Product Strategy
1. Product objective
a. Components of the Market Offering.70
b. Branding Objective and strategy..75
c. Packaging strategy.76
d. Labeling strategy80
e. Support services.81
ii. Price Strategy
1. Pricing Objective.81
2. Strategy81
3. Product Costing...82
iii. Place
1. Place Objectives 83
2. Place Strategy.83
3. Trade Channels..83
4. Distribution Scheme
iv. Promotions
1. Promotions/Communications Objectives84
2. Promotions/Communications Strategy84
a. Push and Pull strategies87
b. Communications mix..92
v. People...93
VII. Action Programs and Implementation Schedule.94
1. Financial forecasts
a. Sales volume/value projections101
b. Detailed marketing budget.101

c. Projected Income Statement..102
VIII. Controls103
IX. Attachments/Appendices
APPENDICES
Number of Population in the Key Cities of the Philippines
Forecasted Using Using Trend Projection
Period x^2
Year Number (y) xy
(x)
2000 81,159,650 1 1 81,159,650
2001 82,841,520 2 4 165,683,040
2002 84,525,640 3 9 253,576,920
2003 84,619,980 4 16 338,479,920
2004 86,241,700 5 25 431,208,500
2005 87,857,470 6 36 527,144,820
2006 89,468,680 7 49 626,280,760
2007 91,077,290 8 64 728,618,320
2008 96,061,680 9 81 864,555,120
2009 97,976,600 10 100 979,766,000
2010 99,900,180 11 121 1,098,901,980
2011 101,833,900 12 144 1,222,006,800
2012 103,775,000 13 169 1,349,075,000
2013 105,720,600 14 196 1,480,088,400
2014 107,668,200 15 225 1,615,023,000
TOTAL() 1,400,728,090 120 1240 11,761,568,230

X = x/n = 120/15 = 8 Y = 1,400,728,090/15= 93,381,873
b1= xy nxy = 11761568230 (15 X 8 X 93381873)
x^2 nx^2 1240 (15 X 8^2)
= 1,984,798.25
b0 = Y b1x = 93381873 - (1984798.25 x 8) = 77,503,486.67
Forecast for year 2015
y = b0 + b1x = 77503486.67 + 1984798.25 (16) = 109,260,259
y = b0 + b1x = 77503486.67 + 1984798.25 (17) = 111,245,057
y = b0 + b1x = 77503486.67 + 1984798.25 (18) = 113,229,855
y = b0 + b1x = 77503486.67 + 1984798.25 (19) = 115,214,653
Middle to Upper Class Students in the Philippines
Forecasted Using Trend Projection
Bracket C
b1 = -32,500
b0 = 4,160,333
y = b0 + b1x = 4160333 + -32500(4) = 4,030,333
y = b0 + b1x = 4160333 + -32500(5) = 3,997,833
y = b0 + b1x = 4160333 + -32500(6) = 3,965,333
y = b0 + b1x = 4160333 + -32500(7) = 3,932,833
Bracket B
b1 = 1,397,000
b0 = 4,841,667
y = b0 + b1x = 4841667 + 1397000 (4) = 10,429,667

y = b0 + b1x = 4841667 + 1397000 (5) = 11,826,667
y = b0 + b1x = 4841667 + 1397000 (6) = 13,223,667
y = b0 + b1x = 4841667 + 1397000 (7) = 14,620,667
Bracket A
b1 = 1,482,000
b0 = 1,669,667
y = b0 + b1x = 1669667 + 1482000 (4) = 7,597,667
y = b0 + b1x = 1669667 + 1482000 (5) = 9,079,667
y = b0 + b1x = 1669667 + 1482000 (6) = 10,561,667
y = b0 + b1x = 1669667 + 1482000 (7) = 12,043,667

Number of Secondary Private and Public High School, Private and Public
College to Post Graduate Students in the Philippines Forecasted Using
Trend Projection
Secondary Private and Public High School
28,009,939 70599922
b1 = 115014.9
b0 = 6714947.5
y = b0 + b1x = 6714947.5 + 115014.9 (5) = 7290022
y = b0 + b1x = 6714947.5 + 115014.9 (6) = 7405037

y = b0 + b1x = 6714947.5 + 115014.9 (7) = 7520052
y = b0 + b1x = 6714947.5 + 115014.9 (8)= 7635067
Public College to Post Graduate Students in the Philippines
20,318,452 52382077
b1 = 317189.4
b0 = 4286639.5
y = b0 + b1x = 4286639.5 + 317189.4 (5) = 5872587
y = b0 + b1x = 4286639.5 + 317189.4 (6) = 6189776
y = b0 + b1x = 4286639.5 + 317189.4 (7) = 6506965

y = b0 + b1x = 4286639.5 + 317189.4 (8) = 6824155
Finding the Probability of Middle to Upper Class Private High School

Students and Public and Private College to Post Graduate (2013) Using
Independent Joint Probability
Solution:
Probability of the Number of Private High School Students and Public and
Private College to Post Graduate
= Number of Private High School Students and Public and Private College to
PostGraduate / Total Number of Population in 2013
= 12,270,462
105,720,600
= 0.11607
Probability of Middle to Upper Class Students in the Philippines
= Middle to Upper Class Students in the Philippines
Total Number of Population in 2013
= 16087000
105,720,600
= 0.15217
Probability of Middle to Upper Class Private High School Students and
Public and Private College to Post Graduate (2013)
= (Probability of the Number of Private High School Students and Public and
Private College to Post Graduate) (Probability of Middle to Upper Class Students
in the Philippines)
= (0.11607)(0.15217)
= 0.01766

Solution:
Post Graduate / Total Number of Population in 2014
= 12,778,971
107,668,200
= 0.11869

= 19350000
107,668,200
= 0.17972

in the Philippines)
= (0.11869)(0.17972)
= 0.02133

Solution:
= 13162609
= 13162609
109260259
= 0.12047
= 22104334
109260259
= 0.20231

in the Philippines)
= (0.12047) (0.20231)
= 0.02437

Solution:
= 13594813
111245057
= 0.12221
= 24968334
111245057
= 0.22444

in the Philippines)
= (0.12221) ( 0.22444)
= 0.02743

Solution:
Probability of the Number of Private High School Students and Public and Private
College to Post Graduate
= 14027017
113229855
= 0.12388
= 27832334
113229855
= 0.24580

in the Philippines)
= (0.12388) (0.24580)
= 0.03045

Solution:
= 14459222
115214653
= 0.12550
= 30696334
115214653
= 0.26643

in the Philippines)
= (0.12550) (0.26643) = 0.03344
Forecast of the Demand Market and Growth Potential
2013 Forecast of Middle to Upper Class Private High School Students and
Public and Private College to Post Graduate
= (Number of Population in 2013) (Probability of Middle to Upper Class Private

High School Students and Public and Private College to Post Graduate 2013)
= (105,720,600) (0.01766)
= 1,867,026

= (107,668,200) (0.02133)
= 2,296,563

= (109260259) (0.02437)
= 2,662,673

= (111,245,057) (0.02743)
= 3,051,452
= (113229855) (0.03045)
= 3,447,849

= (115214653) (0.03344)
= 3,852,778
SURVEY ANALYSIS
This figure shows how many people have an idea or knows about the
wireless digital highlighter. Out of 30 respondents, 2 of them or 7% said that they
have heard about the product. Twenty-eight of them or 93% of the respondents
do not have an idea about it.
Figure 2 shows how many respondents like the product. Before we
obtained their answers, we first explained to them the features of the wireless
multi-purpose digital highlighter. Based on the survey, all of the 30 respondents
or 100% of them like the product.
This figure shows how many respondents said that the wireless multi-
purpose digital highlighter is beneficial to them as students. After explaining to
them the uses of the product, 100% of the respondents or 30 of them said that
the product can help them in their studies and school works. They were also
asked by a follow-up question if in what way can the product benefit them. They
said that the product can help them study conveniently in a sense that it can
ease their work in summarizing data and note-taking. It is also time-saving
because they do not need to type school tasks and homework manually.
Listening to mp3 player can also kill their boredom while studying. The mp3
player can help them since some people are more motivated to study if they are
listening to music.
Figure 4 shows willingness to buy of the respondents towards the
wireless multi-purpose digital highlighter if it is available on the market. Most of
the respondents said that if the product is available, they will probably buy it.
Those respondents covers the 80% or specifically 24 people. Twenty percent
(20%) or 6 of them said that they will definitely buy the product and none of them
said that they will probably not or definitely not buy it.
This figure shows the suggestions of the respondents for an additional
feature aside from the features already in the product. Almost half (54%) of the
respondents were already satisfied with the product and they do not want to add
more. About 20% or 6 of them said that they want to add an audio or a video
recorder so that they can record what their teachers are tackling about during
class discussions. Five of them (17%) suggested for a camera in the product.
Three percent (3%) or one of the respondents wanted to make the product SMS-
capable. One of them also want to add a feature which is a converter. Another
3% suggested that the product can have a Spotify. Spotify is an application that
uses Internet connection which the user can listen to new music and they can
also select a song that suits their mood.
Figure 6 shows the willingness to pay of the respondents. They were
asked if what price will be charge to the product that they can afford as students.
Forty percent (40%) or 12 of them will only pay 1,000-1,500 for the wireless
multi-purpose digital highlighter. Four of them or 13% wanted to charge it at
1,501-2,000. Also 13% or 4 respondents are willing to pay above 4,000 to
have the product. Three or 10% of the respondents will pay for the product that
ranges from 2,001-2,500. Ten percent (10%) of them wanted to have it if the
price is 2,501-3,000. Seven percent or two of the respondents will buy the
product at 3,001-3,500. Two of them are willing to pay at 3,501-4,000.
This figure shows the people who or what can influence the buying
decision of the respondents. Forty percent or 12 of them answered that their
classmates will primarily influence them. Six respondents or about 20% said that
they can be influenced by their friends. Another 20% of them said that their
parents or family can affect their decision. Three (10%) of the respondents said
that they can be influenced by their teachers. One respondent (3%) answered
that the company itself can affect their buying decision. Also 3% said that the
bandwagon can influence them. Another one respondent answered that the
advertisements can be a factor which can affect their decision.
References
BOSS ORIGINAL (140/70). (n.d.), from

http://www.stabilo-promotion.com/hp2906/BOSS-ORIGINAL-140-
70.htm?ITServ=C222f88acX1517074562fX37ef
C-Pen. (n.d.) from https://cpenshop.com/
I.R.I.S. Unveils IRISPen Product Suite. (n.d.), from

http://www.digitalproducer.com/article/IRIS-Unveils-IRISPen-
Product-Suite-38656
Leaving Facebook... (n.d.), from

http://lm.facebook.com/l.php?u=http%3A%2F%2F news.yahoo.com
%2Fphilippine-growth-misses-forecast-risks-loom- 095535534--finance-
.html&h=JAQEha83K&s=1
More Consumers Are Opening Their Wallets for Eco-Friendly Products |

SurveyMonkey Blog. (2015, May 10), from
https://www.surveymonkey.com/blog/2015/05/11/more-consumers-are-
opening-their-wallets-for-eco-friendly-products/
Philippines Imports | 1957-2015 | Data | Chart | Calendar | Forecast | News.

(n.d.), from
http://www.tradingeconomics.com/philippines/imports
Schwan-Stabilo Marketing led writing instruments with a 17% value share

in 2015. Writing Instruments in Malaysia. (n.d.), from
http://www.euromonitor.com/writing-instruments-in-malaysia/report
STABILO BOSS Highlighter. (n.d.), from

http://www.officeworks.com.ph/products/stabilo-boss-
highlighter.html
What Happens in A Recession? (n.d.), from
http://www.economicshelp.org/blog/351/business/what-happens-in-a-
recession/
Writing Instruments in Malaysia. (n.d.), from
http://www.euromonitor.com/writing-instruments-in-malaysia/report

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COOSCAN

(Wireless Digital Highlighter)

Paper presented to:

Prof. Rowena Paz Gelvezon

In Partial Fulfillment of the Requirements in

Capalihan, Gaia Jone

Dauba, John Carlo

Matorres, Denee Vem

Nadal, Janica Rose

Rosa-ot, Riza Mae

Taylaran, Marie Josie Belle

A. Internal Analysis: The Company

2. Current Position of the Company/Brand in the Market.3

3. Company/Brand Strengths and Weaknesses Analysis6

4. Brand Consumer Profile

a. Identified Market Segments10

b. Market Needs Being Addressed ...10

5. Present Marketing Strategy

b. Current Brand Positioning12

c. Competitive Strategies Employed. .12

d. Technology and Natural Environments24

c. Factors that affect consumer behavior.35

b. Market Shares/ Sales Volume / Sales and Profit

d. Strengths and Weaknesses of Competition...39

c.1. Target market..40

c.2 Brand positioning40

c.3 Marketing mix..41

d. Strengths and Weaknesses of Competition..42

c.1. Target market..43

c.2 Brand positioning43

c.3 Marketing mix..44

d. Strengths and Weaknesses of Competition.45

II. Strength, Weaknesses, Opportunities and Threats (SWOT) Analysis

A. SWOT and Marketing Implications46

IV. Proposed Target Market66

V. Financial and Marketing Goals/Objectives

VI. Marketing Strategy

ii. Competitive Frame of Reference.68

iii. Points-of-Difference and Points-of-Parity68

iv. Value Proposition69

v. Support or Reason to Believe69

a. Components of the Market Offering.70

b. Branding Objective and strategy..75

ii. Price Strategy

a. Push and Pull strategies87

VII. Action Programs and Implementation Schedule.94

a. Sales volume/value projections101

b. Detailed marketing budget.101

2000 81,159,650 1 1 81,159,650

2001 82,841,520 2 4 165,683,040

2002 84,525,640 3 9 253,576,920

2003 84,619,980 4 16 338,479,920

2004 86,241,700 5 25 431,208,500

2005 87,857,470 6 36 527,144,820

2006 89,468,680 7 49 626,280,760

2007 91,077,290 8 64 728,618,320

2008 96,061,680 9 81 864,555,120

2009 97,976,600 10 100 979,766,000

2010 99,900,180 11 121 1,098,901,980

2011 101,833,900 12 144 1,222,006,800

2012 103,775,000 13 169 1,349,075,000

2013 105,720,600 14 196 1,480,088,400

2014 107,668,200 15 225 1,615,023,000

TOTAL() 1,400,728,090 120 1240 11,761,568,230