Polytechnic University of the PhilippinesSanta Rosa Campus

City of Santa Rosa, Laguna

SALES PROMOTION

(Sales Promotion Activity-Project for Small Business Units)

Submitted by:

CAPUSO, Czarilyn A.

GALENDEZ, Chenryl D.

BSBA MM 2-1

Submitted to:

Prof. Gilfred A. Acierto

Date Submitted:

February 2014

2nd Semester

About the business

Pining’s Watermelon Wholesale and Retail Store is a family business owned by a 66

year old woman named, Josefina V. Capuso. The business has been operating for over 16

years and it first started in 1998. Aling Pining doesn’t own any hectares of land to operate

and sustain this kind of business, but it isn’t a problem anyway. She has the contacts of

land owners from Northern Luzon, Bicol, Mindoro and anywhere else wherein

watermelon is bountiful. Hence, Aling Pining’s store serves as the distributor of

watermelon from its manufacturer (the farmers), to her store, and then to market-fruit

vendors. Aling Pining envisioned that her store will still compete to the market up to the

last family generation. The main goal of the business is to indulge customer’s cravings

for luscious watermelon freshly farm picked!

I. Problem Statement

Aling Pining’s Watermelon wholesale and retail store is located at Km. 38 Old

Nat’l. Hi-way, Macabling, City of Santa Rosa Laguna. One of the main problems

occurred in small business units like this is promoting the business and increasing the

volume of sales. During sales promotion, there are three consequences that will

probably happen, first: increasing sales temporarily then decrease and then return to

regular sales level, second: increasing sales temporarily and then return to regular

sales level, and lastly: sales will increase and retain on higher sales level. The most

important causes in promoting sales are to attract new buyers, to reward new

customers, to increase the purchase rates of occasional users and of course to increase

the volume of sales. The proponents of this study mainly deal with one of the 4Ps in

Marketing; the Promotional Strategies of the store.

II. Project Strategy

As discussed in Step I: Problem Statement, Sales Promotion is indeed an

important aspect in every business. The purpose of promotion in a business is to raise

awareness about a product or service in the market. It assists companies in generating

more profits by increasing sales. It is also a strategy used by organizations to increase

their reputation and create a brand name. In this situation, Pining’s Watermelon

Wholesale and Retail Store, a seasonal business that runs from Holidays to Summer

(November to May) should strategize to promote the business, product and sales

efficiently and effectively.

We, the proponents of this study have four proposals that maybe helpful for this

business, these are: Sampling-Freebies-Coupons-Rebates.

Project Proposal Starting Date Ending Date

Sampling November 30 December 10

Freebies December 11 January 10

Coupons (usable between →) December 15 January 14

Rebates March 11 May 10

III. Project Goal & Objectives

Once that this project will be successful, our objectives are to:

To be the top watermelon distributor (wholesale & retail) in Southern Luzon.

To continually increase the demand for watermelon.

To enlarge the sales volume.

To satisfy customer’s cravings for watermelon, still.

IV. Description of Project Activities

(1.) Sampling – We offer free taste for walk in customers so that they’ll be

persuaded to avail our product.

(2.) Freebies – Since there is an implementation of “No to Plastic” here in Santa

Rosa, We offer free fishnet bags for buyers.

(3.) Coupons – We will be providing coupons for present buyers indicating

pesos-off for the next time they’ll purchase watermelon.

(4.) Rebates – Creditors are inevitable in every business, so we’re offering

rebates for creditors whom update their liabilities regularly.

V. Time/Task Chart

Activity Action Steps Promotional Period Persons Responsible

Sampling

(Free Taste)

For every walk in

customer that will

inquire about the

prices, employees

will offer them a

free taste/free slice

of watermelon.

It will run for 10

days, let’s say from

November 30 to

December 10.

Employees

Freebies

(Free Fishnet Bags)

Free fishnet bags

for buyers.

It will run for 30

days, let’s say from

December 11 to

January 10.

Employees

Owner

Coupons Coupons will be

given to present

buyers indicating

pesos-off for the

next time they’ll

purchase

watermelon

Giving away of

coupons will last for

15 days (December

15-29); and is usable

for 30 days

(December 15-

January 14).

Proponents

Employees

Owner

Rebates Rebates will be

given to creditors

who pay their

liabilities

regularly.

It will run for 60

days, March 11 to

May 10.

Creditors/Customers

Owners

VI. Project Staff

Staff #1: Employees – they’ll be in charge in promotional activities such as:

Sampling, Freebies and Coupons because they mainly deal with the customers.

Staff #2: Owner – the owner will be in charge in promotional activities such as

Freebies, Coupons and Rebates because it mainly deals with costs, expenses and

decisions during the promotional period.

Staff #3: Proponents – we’ll be in charge of lay outing and producing coupons

(price offs) to be given away to customers because we have the ideas, skills and time

to do so.

Staff #4: Creditors – The creditors their selves, will be one of persons responsible

in promotional activity, rebates. Because they have to see to it that they’ll pay their

liabilities regularly, before the deadline required so that they’ll avail it.

Organizational Chart of the Business

VII. Monitoring & Evaluation

Four Basic Steps of Evaluating

JOSEFINA CAPUSOOwner

Employee Employee Employee

ALBERT CAPUSOAuditor/Finance Officer

Monitoring - On an ongoing basis, government will systematically collect and store

data for indicators about the progress of achievement of regional plan outcomes. The

supporting indicators (such as those found in Results Reporting) show the broad

economic, environmental and social outcomes desired for the region. Government

will be responsible for collecting data for these indicators over the span of the

regional plan and for monitoring the data trends showing changes occurring in the

region.

Evaluation

The monitoring data will undergo rigorous evaluation, analysis and interpretation of

results within the context of government policies and strategies designed to achieve

the regional objectives and assure management actions are appropriate spatially and

temporally.

This includes ministerial evaluation of monitoring data against the limits and triggers

established for the region. Wherever possible, the contributions of subject matter

experts within the stakeholder community will be encouraged as input into this

process.

Reporting

Government will use various mechanisms to formally communicate on regional plan

progress to the public, including the release of reports on an annual basis that speak

directly to the plan, as well as ministry communications that address more specific

aspects of the plan. Government websites like this one and ministry websites will also

be sources for monitoring information and progress updates related to the regional

plans.

Continuously Improving

This on-going cycle of monitoring, evaluating and reporting encourages continuous

improvements in decision-making and actions, so current and future generations

achieve the balance desired between economic, environmental and social outcomes

in a region.

To connect this on the Sales Proposal project for Pining’s Watermelon Wholesale

and Retail store, the proponents thought that:

1) What will be the changes to be evaluated during and after the project?

- Does the sales increased or decreased?

- Does the promotion attracted more customers?

- Does the store become popular to other customers?

- Does the promotion become successful?

2) What methods of information collection to be used?

- Through direct communication with customers and staff of the store- Through observation during the promotional period.

3) What and how will project activities be monitored?

- Sampling (Free Taste): Does they purchase watermelon after tasting it?

- Freebies (Free Fishnet Bags): Does freebies make the customers avail

more watermelon than they purchase usually?

- Coupons: Does coupons make customers visit the store and purchase

watermelon again?

- Rebates: Does rebates enabled creditors to update their loans regularly?

4) When will evaluation take place and who will be involved?

- Evaluation will take place during and after the promotional period.- Store owners, employees and proponents will be involved.

VIII. Organization Experience

The store management hasn’t join any other organizations related in their nature (fruit

business), and hasn’t carry out any other community projects. Nevertheless, the store

management has already performed sales promotion activities before by giving out

free 2014 calendars for their loyal customers.

Attached here is the said calendar:

IX. Budget

The chart below shows the budget allocated for the purpose of Sales Promotion.

Line Item Total Cost Contribution Total Funding

I. Personnel

(Budget for Persons-

in-charge for

promotion)

P 300.00 P 200.00 P 500.00

II. Travel and

Per Diem

(Travel expenses

during the

promotional period)

P 100.00 P 100.00 P 200.00

III. Equipment

(Amount of

equipment used

during the

promotional period)

P 700.00 P 300.00 P 1,000.00

IV. Other Direct

Costs

(Additional expenses

during the

promotional period

such as fishnet bags

for freebies, food

allowance for

persons-in-charge)

P 700.00 P 300.00 P 1,000.00

TOTAL P 1,800.00 P 900.00 P 2,700.00

SUMMARY BUDGET Total Cost Contribution Total

Funding

Request

I. Personnel P 300.00 P 200.00 P 500.00

II. Travel and Per

Diem

P 100.00 P 100.00 P 200.00

III. Equipment

and Materials

P 700.00 P 300.00 P 1,000.00

IV. Other Direct

Costs

P 700.00 P 300.00 P 1,000.00

TOTAL P 1,800.00 P 900.00 P 2,700.00

X. Project Summary

The main objective of this proposal is to promote small business units like Aling

Pining’s Watermelon Wholesale and Retail Store, to help them increase their usual

sales and to help the store make known to other potential buyers.

We proposed to promote their store and product through: Sampling – by giving

out free taste to walk in customers, Freebies – since plastics are prohibited in this city,

we suggest that owners should give such to their customers because this is

environment friendly and customers might visit and purchase to the store again.

Coupons – so that the customers will be interested to return to the store and Rebates –

since creditors are inevitable to any business type, we recommend that rebates shall

be given to customers who pay their liabilities regularly. The store management

hasn’t join any other organizations related in their nature (fruit business), and hasn’t

carry out any other community projects. Nevertheless, the store management has

already performed sales promotion activities before by giving out free 2014 calendars

for their loyal customers. As for the budget, this promotion will only be spending

P 2,800.00 during the promotional period. This includes everything to be used in the

proposal including the tarpaulins/banners, fishnet bags, printing fees for the coupons

and even food allowance and incentives for persons-in-charge in the promotional

activities.

We are hoping for the success of this proposal if the management will approve it

and apply in their store. We are thankful for the cooperation of Aling Pining’s

Watermelon Wholesale and Retail Store & We are looking forward for the store’s

triumph for the year and years to come.

Aling Pining’s Watermelon and Retail Store

Tarpaulin layout for Aling Pining’s Watermelon and Retail Store:

Sample Coupon layout for Aling Pining’s Watermelon and Retail Store:(For Promotional period: December-January)