1. MARKETING PLAN FOR
LAKATAN BANANA
PRODUCTION
“Coz it is not just a
banana, it is a Lakatan
Banana”

2. WHY LAKATAN
BANANA?

3. Why not then?
The Lakatan Bananas is one of
the local varieties of bananas
sold in the market together with
the Saba and Latundan varieties.
It is found in both public markets
and grocery stores. Moreover, it
is grown in the local farm areas
and making it highly accessible
for buyers to have the
commodity

4. YET…
There’s no stable market
The product is neglected
The product is produced
and consumed by the
locals

5. THUS….
This market plan wants to make
a place for Lakatan Bananas by:
Organizing the growers into an
association
Standardize the Product
Market the product in the best way
possible

6. CURRENT SCENARIO
Marketing Situation
The Product
Competitive Situation
Macroenvironment
Microenvironment

7. MARKETING SITUATION
 According to the news, the Lakatan banana is being cultivated for the local
consumers and its production is declining due to the influence of the
multinationals that are growing the Cavendish widely.
 There is a general high demand for the Lakatan banana yet the failure of
proper marketing made it a regular to the consumer and less profitable for
the farmers.
 In the contrary, there is a possibility for the Lakatan bananas to be exported
due to the declining demand for Cavendish. The foreigners are looking for a
banana that is organically grown – as influenced by their tastes and
preferences and search for a healthier lifestyle. Much more that they are
also looking for a flavourful type of banana, too.
 In the current market, there is a consistent demand for Lakatan bananas
since it is considered as a part of a healthy meal. However, it is not that
profitable compared to its potential profit in the market.

8. THE PRODUCT
 The Lakatan variety, scientifically known as Musa acuminate, is the
banana variety favoured by the taste buds of Filipinos. Known for its
firmness and flavor, the Lakatan are very delectable as well as way
cheaper than the Cavendish variety.
 Moreover, the Lakatan banana is indispensible fruit for the Filipinos and a
favorite dessert after meals
 Lakatan banana is considered as a perishable and its life span varies
upon the age of maturity it is harvested. If fully mature, it could last up to
16 days at room temperature after ripening and can hold its best quality
(Esguerra, 1996).
 Nowadays, Lakatan bananas are sold per kilo. From a recent survey
conducted, it showed that he usual farm gate price varies from P 12.50 to
P 15.00 per kilo in terms of wholesale. When it comes to the market, the
wholesale price is P 25.00 to P 30.00 per kilo.

9. COMPETITIVE SITUATION
 Lakatan bananas are currently in high demand but the
supply cannot cope up with it. With regards to
differentiation, it is commonly sold with the other varieties
wherein the price is made to be relatively low compared to
its quality. The local men favour the product since it is a part
of the local foods yet in terms of the international trade,
Lakatan bananas are not significant in terms of export and
import. One cause of which is it is not favoured by the taste
and preferences by the foreigners.
 However, there is a chance that if the Lakatan bananas will
be marketed properly and given proper attention, it will
enter the international trade. There are other Asian
countries who might patronize the commodity due the
relative culture between them and the people in the
Philippines.

10. COMPETITIVE SITUATION:
MACRO-ENVIRONMENT
 Due to lack of supply, the Lakatan bananas are not being exported to
other countries. Also, with the foreign tongues favour on the Cavendish
variety, the producers did not engaged in mass production.
 . Moreover, as observed in the presented data, it is deduced that there
is a poor market situation for this commodity from its production to its
unstandardized pricing.
 The undifferentiated scenario of Lakatan bananas made its promotion
poor and thus the commodity is less profitable.
 The lack of differentiation made the product just a commodity, not a
product with unique qualities that will induce its stand in the market.

11. COMPETITIVE SITUATION:
MACRO-ENVIRONMENT
 Existing financial conditions of the people can afford the product but are
unaware of the advantages of the product.
 There is no existing promotion from the government which did not encourage
farmers to grow this type of bananas and instead, they became contract
growers of Cavendish bananas.
 There is no support or subsidy from the government that will suffice the
needs of the farmers in terms of growing Lakatan bananas.
 Organizing the Lakatan banana growers into an association called “Lakatan
Banana Growers Association” would be a great initiative in order for the
small growers to create a group, make their produce in a bulk and thus, have
a stand on the price instead of having the middlemen to do so. Moreover, the
collaboration will aid them to make promotion for the product with lesser cost
for each member as well as if there’s a need for loan, they can easily acquire
it instead of individual loans.

12. COMPETITIVE SITUATION:
MICROENVIRONMENT
The proposed Lakatan banana production
and marketing will be organized into an
association with the intention of uniting them
to have a stand the market, to differentiate
their product and develop it in order to have a
long run growth in terms of profit and quality
of the product.

13. STRENGTHS, WEAKNESSES,
OPPORTUNITIES AND
THREATS (SWOTS) ANALYSIS

14. STRENGTHS
 The product is already known to the target market.
 The product is a part of the diet of the target market.
 The product is timeless and eaten any time of the year.
 The product can be produced widely in the area.
 The product can be grown organically.
 Lakatan Bananas have their aesthetic value and attractive to
consumers.
 The product has nutritional values.
 There is a high demand from the market for Lakatan Bananas.
 Lakatan Bananas can be exported together with Cavendish

15. WEAKNESSES
 The Lakatan is not differentiated from other varieties.
 Poor marketing system of Lakatan Bananas, under
priced
 Small scale is the type of production system.
 Unstandardized production of Lakatan Bananas.
 Low supply is being produced by the producers.
 The price is fluctuating due to other varieties.
 No packaging has been established for this product.

16. OPPORTUNITIES
 There is a big demand for Lakatan Bananas in the local market that
can accommodate an increase in the production.
 Lakatan Bananas can be exported and thus can penetrate the
world market.
 Lakatan Bananas can be standardized and thus its value will
increase.
 Lakatan Bananas can be packaged and thus its shelf life as well as
quality can be maintained.
 Lakatan Bananas can be an organic food and thus enter the
market for healthy food standards.
 Lakatan Bananas can be easily cultivated due to the availability of
tissue cultured propagules

17. THREATS
 Tundan and Saba are cheaper than Lakatan variety
 The imported fruits such as apples and oranges are
available in the market.
 Lakatan Banana’s value depreciates when its peel
develops spots
 Lakatan Banana plants can be affected with diseases
and reduce the yield as well as the quality

18. MARKETING MIX STRATEGIES

19. THE PRODUCT
 The product will be labelled as “Lakatan Banana”
and will be produced by Lakatan Banana Growers
Association. It will be packaged with mesh bags
with handle which will be in terms of per hand and
per five fingers. Moreover, a description label will
be included with the corresponding advantages of
consuming Lakatan bananas among other banana
variety and even fruits. The trademark of this
product will be a slender banana cartoon that
looks like the image of a Lakatan banana.

20. PRICE
 The price of the product will be set close to the
Latundan varieties which will only have a gain of at
least 5% plus the capital used in banana in the first
three months and will increase gradually by 2% up to
20%. This is done in order to gain market share and
introduce the affordability of the product. This will be
sold per hand in terms of kilograms instead of per
finger.
 Moreover, as the product will be introduced to the
market, the price will be only a breakeven and odd-
centavo will be used in order to gather a market share
at the first day.

21. DISTRIBUTION
 The packaged bananas in terms of per hand and per five fingers
will be distributed at known fruit stalls in the market as well in
supermarkets or grocery stores where the traffic of people is
huge. Members of the association will be the one who will deliver
the products in these areas.
 Per five fingers package will also be distributed at known food
chains and hospital canteens that serve fresh banana as dessert.
This is strategic considering that the establishments will build trust
for the product from the consumers who are patrons of the said
institutions.

22. PROMOTION
 In order to popularize the product, the association will conduct
free taste at grocery stores, hospital canteens, fruit vendor stalls,
food chains for the first month. In schools, lecture regarding the
importance of eating fruits with the emphasis on the benefits of
consuming Lakatan Banana will be presented. Free taste and
interactive show will be presented.
 Posters regarding the product will also be placed in strategic
areas. This will include facts and myths, the advantages of
consuming Lakatan Banana and the nearby places it is sold.
Moreover, the contact number and address of the association will
be placed in case there would be suggestions and comments and
bulk orders.

23. BUDGET
SUMMARY

24. 1. Sales Budget
Salary/Labor P 30,000
Transportation P 5,000
Subtotal P 35 000

25. 1. Advertising Budget
Packaging Materials P 3,000
(inclusive of mesh bags, label and tag)
Posters 1,500
Subtotal P 4,500

26. 1. Sales Promo
Rental of P 3,000
stalls
Streamers 2,000
Fliers 1,000
Subtotal P 6,000

27. 1. Product Publicity
School Events P 2,500
Hospital Canteens 2,000
Sponsorship
Free Taste 2,000
Subtotal P 6,500

28. 1. Farmers’ Skills Enhancement
Trainings/Workshops/Seminars P 100,000
Exposures/Fieldtrips 50,000
Additional Seedlings and 250,000
Fertilizer Funding Loan
Subtotal P 400,000
TOTAL MARKETING BUDGET P 452,000

29. THANK YOU
FOR
LISTENING!

30. A MARKET DEVELOPMENT PLAN
PREPARED BY:
GROUP 6
JOHN EMERSON ABRATIGUIN
JAYVEE CHLOE ADAJAR
VINCENT ALAJID
MARIAN LAICA ANGCO
AIRES CARREON
JAMES HORTILANO
JIMAE FAITH MAGNAYE
JACKIELYN NACAITUNA