Holy Gardens Calapan Memorial Park Marketing Plan

HOLY GARDENS CALAPAN MEMORIAL PARK

MARKETING PLAN – FOFF

GOAL/OBJECTIVES

1. To develop branding by the use of social media marketing.

2. To generate additional 100 prospects per month and close additional 5 units per month.

3. To post 20 free obits per month.

REALITY

Last year the registered number of death in Civil Registry Office in Calapan City (Jan. –Dec. 2010) is 1,091 and only 32 were interred in Holy Gardens Calapan Memorial Park. Our percentage share in the market is only three percent (3%). The remaining ninety seven percent (97%) goes to the competitor and large number in public cemetery.

In order to rationalize this, we created a blog site of Free Online Obituaries for non-customers to generate more prospects that eventually lead into sales thus increasing our share of the pie this year.

Options/Alternatives:

PLAN A.

1. Obtain list of deceased person in City Health Office and Hospitals. Create contact person for ease of daily acquisition of list of names. Recruit them as agent, if possible.

Visitation of wake of the deceased and offering of FOFF after getting the information.

Giving promo items to the family members such as playing cards and ball pens.

PLAN B.

1. Other alternative of getting the information would be from the funeral partners and City Civil Registrar. The City Civil Registrar here in Calapan is the last agency that gets the information based on my research. List of deceased will be obtained from them and visitation afterwards.

WHAT TO DO NEXT:

4Ps	Money	Manpower	Methods	Timeline
Promotion Tarpaulin size 3x6 (3pcs.) Leaflets/flyers	702.00 500.00	DGMO / ASR / MLM	1. Printing of tarpaulins. 2. Installation at the project site, funeral offices and selected locations in Calapan City 3. Printing of leaflets	Until Sept. 22, 2011
Placement 1. Getting list of deceased from the: a. City Health Office, b. Hospitals: OMPH; Ma. Estrella Hospital; Holy Cross; MMG Hospital c. Civil Registry Office d. Catholic church e. Funeral partners: Fortus Funeral Homes; San Fernando Funeral Homes; Funeraria Naujan	1,000.00 tokens and gifts to be given	CSS/CMO	1. Discussion of FOFF promo and its benefits to CHO, hospital crews, CRO staff and funeral partners. 2. Make sure “may bitbit” or offer free load to contact person; 3. Obtaining the list of deceased in a daily or weekly basis. The ff. data must be complete and accurate: Name, Age, Birthday, Death date, Address, Place/Date of interment, Name of heirs/family members 4. Visitation of non-customers: a. Introduce FOFF and its benefits b. Giving of tokens like playing cards, ball pen or funeral pack c. Acceptance and signing of documents terms & conditions d. Submission of necessary requirements: data, picture, death certificate 4. Input data/ posting of data in the 5. Holy Gardensmemorials blogspot. 6. Verification of data posted. 7. Checking of spellings and accuracy of data.	Daily, starting Sept. 9, 2011 Scheduling weekly
Product Free Obituary online Video/Slide presentation of deceased online and hard copy	Smartload for SmartBro 800.00/per month	DGMO/ASR	1. Contacting Holy Gardens: thru call/visit. 2. Accepting of terms and conditions and necessary requirements. 3. Direct email posting 4. Verification of data (s) 5. Double checking	To be done in a daily basis
Price For funerals: Joining fee of P 500.00 in excess of five (5) obituaries monthly. For Non customers: Charge of P 200.00 for DE LUXE obituaries that includes basic information and 4Ls of the deceased. Video/Slide presentation will be charged according to time of presentation: 3 - 4 minutes (1 song) - P 400.00 5 - 7 minutes (2 songs) P 700.00 (FREE 1 copy of CD) FREE DE LUXE OBITUARY (Basic data plus the 4L) charged P 200.00 per copy	Photocopy of forms, list of prices and terms P 100.00	CSS/CMO SFC	Proper communication with the funeral and non-customers must be considered. Strictly monitor the payments	Sept. 10, 2011 Upon payment of fees

HOLY GARDENS CALAPAN MEMORIAL PARK

MARKETING PLAN – 5% DOWN PAYMENT

GOAL/OBJECTIVES

1. To close 25 lots per month amounting to P604,838.80

2. To increase liquidity up to 35,000 per month.

3. To cater our PTM customers who are mostly farmers who wanted to avail our lot at a lower down payment;

4. To encourage marketing staff and agents to sell more this second semester

REALITY

For the first semester we have launched the Pay lite 888 promo wherein our target is 30 lots per month and able to achieve 30 units for the whole six (6) months. Although tarpaulins and billboard are being placed at site entrance as marketing collaterals and glossy leaflets are printed out, we have not achieved even half of the target. Maybe because of lack of active agents to promote the pay lite and marketing people sometimes lack of push to close the deal. We have lowered the price and yet achievement in sales is very low.

It seems a great loss for our prospects that do not avail the promo. It is a one-in- a-lifetime chance to avail Holy Gardens lot at a lower price.

Since July, we have difficulty in selling because we do not have new promo to offer to our prospective buyers. And it’s because of high down payment. So we propose for the lowest down payment ever since competitors do not have promo and as requested by some of our prospects and to also to cater the class A & B prospects.

Options/Alternatives:

Plan A.

Offering of other promos like 20% DP, loyalty discounts (5% for repeat sales) Superior products with free gadgets.

Plan B. Create awareness / buzz using the Free Obituary and daily saturation to barangays whose main source of income is thru farming during harvest season

Conduct leaf letting activity during barangay fiesta, during necrological mass of FOFF clients;

1. Announcement of promo before and after interment. Conduct leafleting.
2. Ask referrals/sharing a link of free lots promotion at blogs/FB.

WHAT TO DO NEXT:

4Ps	Money	Manpower	Methods	Timeline
Promotion Tarpaulin size 3x6 (4 pcs.) Tarpaulin size 2X2.5 (20 pcs.) Billboards (20ft x 10 ft.) Leaflets/flyers Pricelists Promo items	3,560.00 2,600.00	DGMO/ASR MGB/EV DGMO/ASR MGB/EV	1. Printing of Tarpaulins and billboards. 2. Installation at the project site, office and selected locations in Calapan City 3. Printing of leaflets 4. Remaining inventories shall apply	All set All set
PLACEMENT 1. Information dissemination of new promo. 2. Visitation of Agents and OSC’s. 3. Recruitment of 5 new agents weekly. 4. Conduct sales presentation in different offices, schools and barangays. 5. Leaf letting in different barangays and schools. Churches during necrological mass 6. Sending investment proposals. 7. Text blast and telemarketing. 8. Prospecting thru social media marketing. 9. Visitation of prospects with agents. 10. Encourage them to conduct sales presentation with their own efforts. 11. Conduct weekly meeting with active agents and delegate targets. 12. Agents meeting	Incentives when sales target is reached 6,000.00 Award quarterly Est.3,000.00 for appliances	CMO/CSS Agents/OSC’s	1. Text blast to prospects and existing customers: “Good news! Holy Gardens now offers low, low down payment promo for only 2,100.00! For inquiries text/call 0922833-0737 2. Telemarketing* based on latest Digitel directory More awareness of promos to non-customers. Mastery of product knowledge by marketing staff. 3. Visitation of prospects: Bring promo items, cake/pastries/”dapat may bitbit” Update them on the latest promos of HolyGardens Giving leaflets upon visitation. 4. Sales presentation during barangay sessions 5. Leaf letting and saturation during barangay fiesta and necrological mass in churches: 6. Use of social media marketing; 7. Posting of promo in the wall of customers in FB for more awareness 8. Sending of Investment proposal to Doctors, Attorneys, Dentists, and other businessmen and business owners 9. Weekly meeting with agents, motivate them to sell. 10. Discuss: Selling strategies, Sense of urgency and sense of loss 11. List of most customer objections and How to Neutralize it. 12. Role playing with marketing staff -How to offer the promo -How to handle objections -How to recruit agents -How to handle complains 13. Recruitment of active agents in areas with less/no agents at all	Daily Daily Weekly Daily Daily Weekly scheduling Starting Sept. 10, 2011 Scheduling weekly Daily Done Aug. 20, 2011
Product 5 % down payment Applicable to all developed locations. Not applicable to any other promos. (like Loyalty discount, 5% DP, gadgets etc.)	Gasoline/2T 5,000	ASR/Garden Contractor	1. Nice and clean appearance of park should be maintained. 2. Landscaping and planting of ground cover. 3. Planting of other ornamental plants showed to us. 4. Proper work scheduling must be observed and supervise closely.	Weekly Daily Sept. 15,2011 Weekly
Price Regular lot 30,000.00 D/P: 2,100.00 1 yr: 2,629.46 2 yrs: 1,335.94 3 yrs: 1,130.95 4 yrs: 996.65 5 yrs: 922.50		SFC/CMO	1. Proper computation of price must be considered. 2. Checking	All set

HOLY GARDENS CALAPAN MEMORIAL PARK

MARKETING PLAN - TREASURE HUNT

GOAL/OBJECTIVES

1. To increase sales of 20 lots per month amounting to 483,871.00

2. To increase liquidity up to 120,000 per month since the required down payment is 20%.

3. To bring excitement and enjoyment to our PTM (mostly farmers and some were teachers and government employees)

4. To increase productivity of marketing staff and agents.

REALITY

Our competitor here in Calapan City does not offer freebies. It is our advantage to offer our lot for 20% Down Payment and their chance to win free lots.

Options/Alternatives:

Plan A. Stay on what we usually do:

1. By information dissemination to agents, existing customers and prospects.

2. Leaf letting and saturation in every barangay.

3. Sales presentation in every organizations and establishments.

Plan B. Create awareness / buzz using the Free Obituary and daily saturation to barangays whose main source of income is thru farming during harvest season

Conduct leaf letting activity during barangay fiesta, during necrological mass of FOFF clients;

1. Announcement of promo before and after interment. Conduct leafleting.
2. Ask referrals/sharing a link of free lots promotion at blogs/FB.

WHAT TO DO NEXT:

4Ps	Money	Manpower	Methods	Timeline
Promotion Tarpaulin size 3x6 (3 pcs.) Tarpaulin size 2x1 (20 pcs.) Leaflets/flyers Pricelists Promo items	3,560.00 2,600.00	DGMO / ASR MGB/EV	1. Printing of Tarpaulins and billboards. 2. Installation at the project site, office and selected locations in San Carlos 3. Printing of leaflets 4. Coordinate with EV/MGB with regards to applicable tokens to be given.	Sept. 10,2011 All set,Sept.12 Sept. 15,2011 Sept. 12,2011 Sept. 10,2011 Sept. 15,2011
PLACEMENT 1. Information dissemination of new promo. 2. Visitation of Agents and OSC’s. 3. Recruitment of 5 new agents weekly. 4. Conduct sales presentation in different offices, schools and barangays. 5. Leaf letting in differen barangays and schools. Churches during necrological mass 6. Sending investment proposals. 7. Text blast and telemarketing. 8. Prospecting thru social media marketing. 9. Visitation of prospects with agents. 10. Encourage them to conduct sales presentation with their own efforts. 11. Conduct weekly meeting with active agents & delegate targets. 12. Agents meeting	Incentives when sales target is reached 6,000.00 Award quarterly Est.3,000.00 for appliances	CMO/CSS Agents/OSC’s	1. Text blast to prospects and existing customers: “Get a chance to win Free lots at Holy Gardens For inquiries text/call 0922833-0737 2. Telemarketing* based on latest Digitel directory More awareness of promos to non-customers. Mastery of product knowledge by marketing staff. 3. Visitation of prospects: Bring promo items, cake/pastries/”dapat may bitbit” Update them on the latest promos of HolyGardens Giving leaflets upon visitation. 4. Sales presentation during barangay sessions 5. Leaf letting and saturation during barangay fiesta and necrological mass in churches: 6. Use of social media marketing; 7. Posting of promo in the wall of customers in FB for more awareness 8. Sending of Investment proposal to Doctors, Attorneys, Dentists, and other businessmen and business owners 9. Weekly meeting with agents, motivate them to sell. 10. Discuss: Selling strategies, Sense of urgency and sense of loss 11. List of most customer objections and How to Neutralize it. 12. Role playing with marketing staff -How to offer the promo -How to handle objections -How to recruit agents -How to handle complains 13. Recruitment of active agents in areas with less/no agents at all	Started last Sept. 6, 2011 *every other day *Daily *Weekly *Daily/Weekly *By scheduling *Weekly *Weekly *By Scheduling *Weekly
Product 20 % down payment Applicable to Lawn 10B location only. Not applicable to any other promos. (like Loyalty discount, 5% DP, gadgets etc.)	Backfilling 2,000 cu.m.	ASR/GCH/Martinez	1. Backfilling of 2,000.00 cubic meters for new saleable area; 2. Landscaping and planting of ground cover	October 2011
Price Regular lot 30,000.00 D/P: 6,600.00 2 yrs: 1,214.29 3 yrs: 916.67 4 yrs: 785.71 5 yrs: 721.43		SFC/CMO	1. Proper computation of price must be considered. 2. Checking	Ready Sept. 1, 2011

Prepared by:

AIREEN S. RICAMARA

Constant & close communication. 5 disciplines: mental models, personal mastery, systemic thinking, shared vision, team learning. Are we close?Strictly acknowledge reading and understanding by promptly making a comment..comply.