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I. Introduction and General Description of the Business

The company was basically formed to obtain one specific goal that is to

reduce ravages and generate dynamic and functional goods/products by means

of these waste materials. In other words recycling, that is where we got our

companys name, Recycle Bin Company The name was given by the great

grandmother of Keesha Fernandez Pia (Chairman/President of Recycle Bin),

Maria Leonora Theresa Alonzo Y Realonda (founder of the company). The lady

was a pure blooded Espanola. A few years after she establishes Recycle Bin, she

had a stroke and died at the age of 63, her spouse continued her legacy from

generation to generation. Few years back, it never really got the chance to boom

in the market, so Keesha Pia rummaged around for investors who can help

expand and develop their family business. Now, Recycle Bin has five owners,

named Arve Salada (Vice President for Internal and External Operations), Ian

Bornes (OIC for Financial Department), Janine Alambatang (OIC for Marketing

Department), and lastly Marianne Brilliantes (OIC for Production Department).

Recycle Bin is currently diversifying their product and taking every chances and

risk to be successful in their industry.

Mission:

We aim to raise the awareness of the recycling benefits for both

the environment and the challenges our environment is facing together

with the value added to the industries products through using the recycled

materials.

Vision:

It is our goal to make recycling so convenient and easy that

nothing with recycling value gets thrown into the landfill.


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II. Marketing Objectives

1. Growth in company revenues and earnings. Such as, 15 percentgrowth in revenues and earnings within the next 12 months.

(Financial)

2. To lower cost in respect to competitor pricing to attract a new classof buyers and to introduce a new product line to appeal to a

broader demographic. (Sales & Marketing)

3. Reduce the number and frequency of customer returns andcomplaints and improve response time of client inquiries.

(Customer Service)

III. SWOT Analysis

Fig 1.1 Swot Analysis Tabular Form

Strengths

y Recycle Bin products areunique and attractive.

y Made from relatively goodquality pre-loved denims.

y Less cost of productiony Affordable

Weaknesses

y Recycle Bin products that aremade out from used denim jeans

are not waterproof.

y The smell of the recycled rawmaterials is to be considered.

Opportunities

y The Recycle Bin products can beused in different occasions

y The manufacturer produces thepre-loved denims in good quality.

y If the consumers will like our bags,Recycle Bin will continue to

operate in the coming years.

Threats

y The customer wouldnt buy ourproducts because the image of our

products are of being recycled.

y Designs may not be able to appealto the market overtime.

y Competitors may launch a similarproduct and sell it on a lower

price.

y Raw materials are not alwaysavailable.


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Minimize Weaknesses:

- Provide scents to eliminate the smell of the recycled raw materials.

Eliminate Threats:

- Will launch new designs every month.- To set standard of the recycled product that would result to attract

buyers.

IV: State of the Market

A. Target MarketThe target market of The Recycle Bin Company are people from Cagayan

de Oro City who are willing to buy recycled things.

The geographical location of the market will be initially be Cagayan de Oro

City which have over 553,966 people including living mainly in an urban setting.

The demographic of the market is approximately 70% female and 30%

male, primarily between the ages of 10 and 60, (teenagers, studying age, young

adults, employees and aged people and has an income of over Php 80,000 -

100,000 per year.)

The psychographic qualities of the market are middle or upper class

citizens who hold quality in higher esteem than price and anchored in popular

culture, inclined for differentiation and sophistication, very open minded and

quick maturation with our products. Their lifestyle is most of them are dependent

on parents, highly influenced by peer groups or other people, active in life, give

importance in school, work, social life and especially environment.


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B. Market Potential

Market Share

Etniko Filipino

35%

SouthPhils

Handicrafts

45%

The Recycle Bin

20%

Fig 1.2 show the market shares

Total Demand & Supple 50,000

Southphils. 22500

Ethniko 17500 40000

G AP (Market Potential) 10000

C. Market AreaOur market area is within the premises of Cagayan de Oro City

specifically, in the Divisoria area. (See Appendices for the map location)


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V: Marketing Strategy

A. Product Strategy Description of the product

Characteristics 1 2 3 4 5

Size 3

Color 3

Durability 3

Shape 3

Design/ Style 3*Note: 1 is the lowest and 5 is the highest

Comparison of the productCharacteristics

Competitors Size Color Durability Shape Design/

Style

South Phils Handicrafts 3 3 3 3 3

Etniko Filipino 3 3 3 3 3

Note: 1 is the lowest and 5 is the highest

Product lineRecycle Bin has designed a product line that will create

positive impression in the market today. That our product line are

made out from recycled materials such as used denim jeans and

tarpaulins. These materials are converted into coin purse, bags,

wallet and any possible product to make. This plays a positive role

in our environment for it contributes to the minimization of

garbage/ wastes and promoting the use of recycled products. As

the designs are unique and eye-catching to draw the curiosity of

the use of recycled products. The unique product qualities include

our focus on both environmental conservation and maximizing the

use of recycled products.


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PositioningThe product of Recycle Bin will be positioned as product that is

environment friendly. This method of positioning would involve to

promote recycling materials and to use the recycled materials as

well.

Packaging

Our Logo:

Our logo is originated from the symbol of 3Rs (Reduce, Reuse, Recycle).

Our explanation is that we should embrace recycling in our environment

as well as our environment will also benefit from it.

Recycle Bin products are sold in recycled packaging (made out from

used tarpaulins) in order to reflect the companys ethical stance on

reducing garbage or wastes.


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B. Place/Distribution StrategyOur store is located at the center of Cagayan de Oro City, the Divisoria for

the direct selling of our products. Since our store is located at the center of the

City the transportation and distributions of our products by land will be easily

contractible in any place of the City.

The Recycle Bin is to be distributed through these channels: online and

direct selling.

Online Selling

Customers can order online through our Facebook fan page and

Tumblr account. They can choose from the featured products and they

can place their orders via E-mail. For orders in the vicinity of the city

(Cagayan de Oro), we deliver for free. For orders outside the citys

premises, shipping fee will be charged to the customer to be paid through

our bank account.

Direct Selling

Customers can visit our store located at Divisoria at the same we

sell it directly through to our friends, family and relatives.


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Customer Service

y The company sees a direct link between customer satisfaction andcustomer loyalty.

y The company believes that employee satisfaction leads to customersatisfaction.

y Employee are trained to connect with customer and focus on customerintimacy

o Greet customer with a smileo Enthusiastically welcome customer into the store.o Establish eye contacto Try to remember customers name and orders if they are

frequent customer.

C. Promotional StrategyPersonal Selling

Our Products will be display at our outlet at Divisoria. That

costumer would be enticed to visit our outlet. At the same time, Recycle

Bin employees will have a chance of sales talk personal communication

among the customers. Sales message is customized to meet the needs

of the customer and to respond directly to customer questions and

concerns.


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Non Personal Selling

The promotional outputs will convey the clear message that Recycled

Jeans and Tarpaulins can be made out of bags, wallets and coin purse for

people who simply enjoy the fashion.

Sales Promotion

The devices used in sales promotion include coupons, samples of product

and displays.

**Example Coupon

Public Relations

The established sites are made for the public. It is an online publication

and information that recycled jeans and tarpaulins can be made out of bags,

wallets and coin purse for the people who simply enjoy the use of recycled

products.

OUTPUT Examples

Internet Promotional Website:

Facebook fan page:

www.facebook.com/TheRecycleBin

Tumblr:

www.TheRecycleBin.tumblr.com


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Product Placement

The Recycle Bin is a recycling company who converts recycled materials

into a new form of product. To its tagline of The Recycle Bin: Were Natures

Bestfrind

Publicity

The exposure to environmental conferences/seminars and news to make

the general public aware about the recycled jeans and tarpaulins that can be

made out of wallets, bags and coin purse. Then tarpaulins can be made out as a

packaging for our finished product.

Guerilla Marketing

Month Activities Objectives Budget In-Charge

June 17 Product

Launching

To introduce

the product to

the target

market

Php200 Janine

Alambatang

Online Store

launching

To promote

the product to

online

community

Php10 Marianne

Brillantes

Aug 17 Promotion of

New Inventory

of the Products

To reintroduce

the products

Php50 Ian Bornes

Oct 17 Launching of

New Designs

To attract new

customers

Php200 Arve Salada


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Dec 17 Inventory Sale To reduce

inventory to

zero

To feel the

spirit of

Christmas

Php20 Keesha Pia

Jan 18 Direct Selling To continue

the selling

activity

Ian Bornes


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D. Pricing Strategy

**Pricing schedule for the bags

MATERIALS

Direct Materials Unit Cost

Thread P 20.00

Buttons 8.00

Zipper 15.00

Designs 20.00

Total Cost P 63.00

Indirect Materials

Scissors P 30.00

Marker 5.00

Ruler 12.00

Needle(s) 15.00

Total Cost P 62.00

Total Cost of materials P 125.00

Labor

Sewer P 50.00

Total labor cost P 50.00

Overhead

Electricity P 20.00

Total overhead cost P 20.00

Total production cost per unit P 195.00

Mark up profit margin 23%

Actual Price P 240.00


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VI: Post-purchase Services

To have post purchase services, The Recycle Bin will have promos,

discounts, or if possible buy two bags take one coin purse for free.

***Pricing schedule for the coin purse

MATERIALS

Direct materials

Threads P 3.00

Buttons 2.00

Zipper 8.00

Total direct materials cost P 13.00

Total materials cost

Labor

Sewer P 10.00

Total labor cost P 10.00

Overhead

Electricity P 5.00

Total overhead cost P 5.00

Total production cost per unit P 28.00

Mark up profit margin 25%

Actual Price P 35.00


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VII: Sales Forecast

Table I. Sales Forecast of bags

April 2012 May 2012 June 2012

Units finished 80 90 100

Percentage of

units sold

80% 90% 93%

Units sold 64 81 93

Price P 240 P 240 P 240

Sales P 15,360.00 P19,440.00 P22,320.00

Table II: Sales forecast of coin purse

April 2012 May 2012 June 2012

Units Finished 100 150 200

Percentage of

units sold

80% 90% 93%

Units Sold 80 135 186

Price P 35 P 35 P 35

Sales P 2,800.00 P4,725.00 P6,510.00

VIII: Marketing Budget

First Month Second Month Third Month Total

Fliers P 100 P 70 P 50 P 220

Posters 200 150 125 475

Online

Programs

200 200 200 600

Development

and

Maintenance

1500 1500 1500 4500

Total P 2000 P 1920 P 1875 P 5795


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IX: Social and Environmental Responsibility

In most of the world, we do one of two things with our ordinary garbage:

burn it or bury it. Neither one is good for us or for the environment. Burning

garbage in incinerators releases dangerous gases and dust which contribute to

global warming and pollute lakes, forests, oceans and cities half a world away

from where they originated. There are wide ranges of materials out there that

cannot be used anymore and instead left us with the burn-or-bury option As a

result; alternatives to the burn-or-bury option are increasingly attractive. And as

a concerned citizen, we came up to promote recycling used materials and

convert them into a whole new recycled product as well. These products are

from used jeans and tarpaulins which are converted into bags, wallets and coin

purses with designs. The Recycle Bin Company addresses the following solutions:

y We shall design, produce and sell products that reduce the impact ofgarbage issues on our environment.

y We shall only purchase and use materials and products which will helpreduce the impact of garbage issues on environment.

y We shall disclose information related to recycling programs and recycledgoods.

y We shall voluntarily cooperate with customers to recycle or otherwiseappropriately dispose of our products.


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X:Action Plan

A. Gantt Chart

ActvitiesThree Months projection (June to August 2012)

June July August

Gathering of Raw

Recycled Materials

(used denim jeans and

tarpaulin)

Product Launching

Opening Online Store

Launching of new

designs

Manufacturing of the

product

Advertising

Direct Marketing


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XI. APPENDICES

Curriculum Vitae Sample Survey Form Survey Results Internet Site Screen Shots Tagline Map Location Poster


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CURRICULUM VITAE

Your Contact Information

Name: Janine Kaye M. Alambatang

Address: Flores Subd., Sumpong, Malaybalay City, Bukidnon

Telephone: (088)0813-2933

Cell Phone: 09168268712/ 09154601993

Email: [email protected]

Personal Information

Date of Birth: January 15, 1993

Place of Birth: Malaybalay City, Bukidnon

Citizenship: Filipino

Status: Single

Gender: Female

Education: (Include dates, majors, and details of degrees, training and

certification)

Elementary School: Bukidnon State University (2000-2006)

High School: Bukidnon National High School (2006-2010)

College School: Xavier UniversityAteneo de Cagayan (2010-2014)


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CURRICULUM VITAE


Name: Arve C. Salada

Address: Purok 1,Gusa, Cagayan de Oro City

Telephone: N/A

Cell Phone: +639263660926



Date of Birth: December 17, 1993

Place of Birth: Northern Mindanao Regional Hospital, CDO


Status: Single

Gender: Female

Education: (Include dates, majors, and details of degrees, training and

certification)

Elementary School: Corpus Christi School (2000-2006)

High School: Capitol University (2006-2010)

College School: Xavier University Ateneo de Cagayan (2010-2014)


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CURRICULUM VITAE


Name: Keesha F. Pia

Address: 10-20 Nazareth Subd., Cagayan De Oro City

Telephone: N/A

Cell Phone: 09177140401



Date of Birth: October 1, 1992

Place of Birth: Zamboanga City

Citizenship: Spanish

Status: Single

Gender: Female

Education (Include dates, majors, and details of degrees, training and

certification)

Elementary School: St. Joseph School (1999-2005)

High School: Western Mindanao State Unversity (2005-2009)

College School: Xaver University Ateneo de Cagayan (2010-2014)


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CURRICULUM VITAE


Name: Ian B. Bornes

Address: Macanhan, Carmen, Cagayan de Oro City

Telephone: N/A

Cell Phone: 09058988973



Date of Birth: August 17, 1993

Place of Birth: Agusan del Sur


Status: Single

Gender: Male


certification)

Elementary School: Anislagan Elementary School (2000-2006)

High School: Anislagan National High School (2006-2010)

College School: Xavier University Ateneo deCagayan (2010-2014)


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CURRICULUM VITAE


Name: Marianne Rhoie Escalante Brillantes

Address: Ilaya St., Zone 9 Cugman, Cagayan de Oro City

Telephone: (088) 8551899

Cell Phone: 09167891234/09434472254



Date of Birth: December 28, 1993

Place of Birth: Madonna and Child Hospital


Status: Single

Gender: Female


certification)

Elementary School: East City Central School (2000-2006)

High School: Capitol University Basic Education Department (2006-2010)

College School: Xavier University


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Sample survey questionnaire

We are students from Xavier University and we are conducting aquestionnaire to find out about recycling in our homes as part of ourwork on the Marketing plan. If you could take a few minutes to complete thequestionnaire we would be very grateful. Thank youfor your time.

Name: (Optional) _______________________Age:____ Sex: Male FemaleOccupation: Student

Employee

1. Do you currently reuse and/or recycle any of the following things? (Answeryes, no, or I do not use that)

___ Useless Jeans___ Tarpaulin

2. When you grow out of clothes do you:___Throw them out and buy something new___ Pass them on to a sibling of friend___ Donate them to a charity

3. What things prevent you from recycling more with the services that existalready:

___ Not enough time___ Not enough space to store 2 weeks worth of black box recycling

material___ Too complicated___ Not enough information___ Not sure when to put the box or bin out___Lack of interest in recycling___ Other (free form answer)_____________

4. Your perception is that, in terms of conserving the environment recycling

is(Please encircle you answer)a. extremely importantb. somewhat importantc. a waste of time

5. You feel like there are things that you want to recycle but arent sure how.(Please encircle your answer.)

a. strongly agreeb. agreec. neutrald. disagreee. strongly disagree


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6. Which do you prefer of this two used/ useless things to be recycle? (Pleaseput a ( ) check mark of your answer)

__Jeans__Tarpaulin

7. Are you willing to buy or use recycled products? __Yes __ No

8. Are you in favor of used Jeans converted into bags, wallet or coin purse withdesigns?

9. Are you in favor of used Tarpaulin converted into a wallet or coin purse withdesigns?

__ Yes __ No

10. Is there anything that you feel needs to be improved upon to aid the way werecycle?

______________________________________________________________________

11. To what extent do you think this is a good or bad idea? Do youthink it is ? (Please check your answer)

__ A very good idea

__ A fairly good idea__ Indifferent__ A fairly bad idea__ A very bad__ Dont know


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Survey Results:

Survey results shows that, mostly of them preferably reuse/recycle useddenim jeans rather than tarpaulin.

Things that prevent them from recycling materials is that there is notenough time for such an activity.

Survey results shows that mostly their perception of recycling is extremelyimportant in conserving our environment.

They strongly agree with the fact that they have things needed to berecycled but arent sure how it will be done.

Survey results shows that they are willing to buy recycled products. They are in favor of converting used denim jeans and tarpaulins into

functional products such as wallets, coin purse, and bags.

They said that is it a fairly good idea of recycling the used denim jeans andtarpaulins and converting it to coin purse, wallets and bags.


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Facebook Fan Page

Tumblr Page

Tagline


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Tagline

Map Location


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Poster

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