TO : Ms. RCG
Ms Sharon La Union for Panga Crematorium
Mr. Jay
Ms. Frenzie
Subject: Renewed, revised Marketing Plan that should work for Pangasinan
--
Greenhills
Goals: 1. To make the crematorium work for the bereaved and those who
need it most;
2. To make at least 10% of population be aware of our cremation
3. To assist those who are economically challenged.
4. To achieve ROI and grow the business; as per the goal of two J
5 @ per month up to say 30
Background: Reality
1. We spent substantial amount for the cremation project all ready which
should be the wave of the feature: clean, cheap, and friendly to the
environment:
Cremation machine: P4,600,000
Delivery 80,000
Building 2,500,000
Offsites 200,000
Genset 600,000
Aircon 90,000
Total 8,880,000
2. We seemed to have underpriced ourselves in Pangasinan: offering only
P14,000 for direct cremation and only 18,000 for other types
3. In Calamba we seemed to have over priced ourselves because Rizal is offering as low as P14,000.
4. Some crematorium are making a killing because of innovative packaging
5. We do not seem to agree on the terms;
6. Mr. Jeff T abandoned Pangasinan in the middle of the this project which is very sad and very challenging thing to do
WTDN
Ms RCG and Sharon Bustria for Pangasinan
Ms. Frenzie and Jay G for Calamba
1. Let us agree on package and terminology and even put a label
1. Cremation only from the house and or hospital (we call this direct)
2. Cremation only referred to by funeral homes;
3. Cremation using casket: one day viewing:
Using ordinary casket rental
Using imported casket
3. Cremation with chapel service
1. Using presentation (rental casket)
Local
Imported casket
4. Cremation with complete chapel service
Using own bought casket (imported)
2. Prepare a marketing plan
1. What is the primary target market?
1. The financially challenged through
1. direct cremation;
. 2. Social package (12 +3)
3. Mga walang mapaglibingan sa mun or Catholic cemetery
4. Those nag expire na 5 years lease
2. Those who are affluent but leading mobile life:
1. OFW
2. Mga balikbayan
3. May relatives sa MM
2 What is the strategy? What are the things do you think which would work to reach and convince PTM?
3. Ano of the Ps of marketing you think will be your focus and which is more likely to succeed and produce most result
3. The Ps of marketing
1. Products
What are the product offering as enumerated in Number 1
2. Prices
What are the prices (equal to or better than competitors)
Vs in Eternal in Dagupan
Vs Rizal in Calamba (you need to do a research
Prices to Funeral homes;
Prices to distant location
Kasama ba pick up?
Price ng urn: marble metal, ceramic wood
At need
Pre Need Annual and Monthly (dapat naka dovetail sa White Rose
ng Holy Gardesn Plan
Bundling with Ash Crypts
3. Placement:
Who are your channels of distribution?
1. Barangay captain give discount card
2. Sepulterero ng mun or Catholic cemetery (how much do you give)
3. Funeral homes
4. Hospital guards
5. Local civil registrar
6. DSWD and social services boss sa munisipyo for our 12 + 3 package
4. Promotion:
1. Flyers (meron ba tayo? Ano key points and benefits)
2. Tarps (meron na) nakapost sa poste (post after election to avoid clutter)
sa tricycle
3. Promo items (umbrella daw - ordinary and golf
4. Soc Media announcement
5. Discount card
6. Privilege D Max Card.
Let us rewire for he latest and most comprehensive plan and which every body collaborated on worked on and understand....
If JT is still cooperative call him for consultation
PAGSASANAY SA TAGUMPAY (Training for Success)
Jorge U. Saguinsin
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