E – Plant Burger

A Final Paper
Presented to the Faculty of the
College of Business Administration and Accountancy
Business Management Department
De La Salle University – Dasmariñas
City of Dasmariñas, Cavite, Philippines

In Partial Fulfilment for the Requirements in
MGNT425 – Operations Research 1

Ronald L. Pancho
Course Adviser

Group Members:
Flor, Karen May B.
Gabriel, Joana Kathrina A.
Mendoza, Beatrice Mae D.
Valdez, Joanna Jean T.

April 2016

CHAPTER 2
MARKETING PLAN

A. Product/Service Description
The product that the producers made is a burger patties made by Solanum Melongena or Eggplant which is also known as Aubergine. It is a new kind of burger that may not yet be in the market but if given a chance of being produced, it will be very beneficial to the customers. With Eggplant as its main ingredient of the product, it will be called as “E – Plant Burger”. The “E” came from the word Egg which originated from the initial letter of the main ingredient itself.
Though Eggplant has many varieties, the producers used the Japanese Eggplant which is long, heavy, purplish-black in color and glossy in appearance. They get very soft when cooked and can be the perfect vegetable to form into a burger patties. It will be served inside a bun with lettuce, tomato, onion, cucumber, cheese and condiments such as mayonnaise and ketchup.
Eggplant might not be the first thing that comes to our mind when we heard the word burger but now, our perspective might change. In fact, Eggplant has various health benefits which is good for the customer who is health conscious kind of person. B. Target Market 1. Area Coverage
Imus City, Cavite would be the main location where the product would be visible at most times. The city is known to be the third populous area in the province among the six cities and seventeen municipalities. Approximately the city is composed of 301,624 which is 9.56% of the whole population of the province according on the quick facts provided by the official provincial website of Cavite. Imus has become a home to a number of industrial estates and several universities. Located 18 kilometers from Manila, the municipality of Imus is bounded on the north by Kawit and on the east by the municipality of Bacoor. To its west is General Trias and to its south is the town of Dasmariñas. Giving way to a much broader opportunity for the product due to the accessibility of the location of the business. The specific location of the store/stall would inside The District Imus which is also known as The District – Anabu which is later on become The District - Cavite.

2. Consumer/Customer
The producers target market are people in the class B and upper C specifically the kids, teenagers and people who are working since it is very convenient for them because it has a very low or not much waiting period. It can be prepared in a matter of minutes. It is an excellent match for the working people who is always in a hurry. In addition, this food is also a save cost. E – Plant Burger is not too expensive which is also convenient to students. Most importantly, it is made from vegetable. It is for the people who are health conscious this product can satisfy both their cravings and their desire to maintain good health.

C. Demand and Supply Analysis * Table 1: Historical Demand Year | Historical Demand | 2011 | 600,329 | 2012 | 625,885 | 2013 | 652,528 | 2014 | 680,306 | 2015 | 709,226 |

Source: NSO, Dasmariñas

* Table 2: Projected Demand Year | Projected Demand | 2017 | 762,543 | 2018 | 789,765 | 2019 | 816,987 | 2020 | 844,209 | 2021 | 871,431 |

* Table 3: Historical Supply Year | Historical Supply | 2011 | 30,240 | 2012 | 36,288 | 2013 | 43,546 | 2014 | 52,255 | 2015 | 62,706 |
Source: Angel’s Burger and Minute Burger

* Table 4: Projected Supply Year | Projected Supply | 2017 | 77,367 | 2018 | 85,457 | 2019 | 93,547 | 2020 | 101,637 | 2021 | 109,727 |

* Table 5: Market Share (based on Demand and Supply Gap) Projected Demand | Projected Supply | Gap | %MS | MS (QTY) | 762,543 | 77,367 | 685,176 | 0.05 | 34,258.80 | 789,765 | 85,457 | 704,308 | 0.1 | 70,430.80 | 816,987 | 93,547 | 723,440 | 0.15 | 108,516 | 844,209 | 101,637 | 742,572 | 0.2 | 148,514.4 | 871,431 | 109,727 | 761,704 | 0.25 | 190,426 |

D. Projected Sales * Table 6: Projected Sales Year | Product Price | MS (Qty) | Projected Sales | 2017 | P 25 | 34,258.80 | P 856,470 | 2018 | P 25 | 70,430.80 | P 1,760,770 | 2019 | P 25 | 108,516 | P 2,712,900 | 2020 | P 25 | 148,514.4 | P 3,712,860 | 2021 | P 25 | 190,426 | P 4,760,650 |

E. Marketing Programs/Strategies
Marketing objectives:
There are two main objectives that will help make the E – Plant Burger into well-known brand and increase their sales. These goals include: 1. Introduce the product to the market 2. Develop additional product line
In order to put the brand in front of the public and attract new customers, first it has to establish its name in order to be a well-known burger to the consumers which will help to the product enter into a much wider market. Without a program, it would be very hard to sell the market, and without marketing there is no business enterprise. Therefore, the producers deemed to present a marketing programs that will help to promote the product.
Competitors Analysis
In our current generation, people live in a world with a profusion of fast food and not enough organic and/or healthy food. Since they have exposed to these fast food industries, they are becoming unhealthy. Furthermore, there is low number of companies that sells product with healthy ingredients. E-plant Burgers competitors are Angel’s Burger and Minute Burger. E-plant Burger is sincerely integrated themselves in an eco-friendly and socially responsible strategic plan to run their business. The researchers make sure that the product was totally made from Eggplant. The product was prepared and created in the store. The Minute Burger establish in 1982 owned by Leslie Corporation, when the Philippine market was very much into “fast food” and had begun to see burgers in a different light. Their products are made from own quality ingredients and with careful and sanitization, their patty is made 100% pure juicy tender beef. Their store is accessible in all places, they have 349 franchises located everywhere. The Angel’s Burger introduce the buy 1 take 1 promo for people whose craving for a burger with a very affordable price. The Buy 1 take 1 burger catches the thousands of Filipinos taste and capacity to buy. They also offer some other variants like the jumbo cheesy foot long and Hungarian sandwich more that make it more exciting. Indeed, they catch everyone’s attention with their kiosk type store and a bubbly image that they project in the market.
Table 7: SWOT Analysis STRENGTHS | * Made with natural ingredients * Lower price than commercialized burgers * Innovative product | WEAKNESSES | * Doesn’t target a wide range of market * Unpopular brand name | OPPORTUNITY | * Market growth * Product line extension | THREATS | * Increasing market share of local producers * Decline in natural products * Negative brand image if customers don’t believe that the patty is made from Eggplant |

Marketing Mix (4P’s)
Price Strategy
As for the E – Plant Burger, Cost-based type of pricing strategy is used. The price of the E – Plant Burger will be made in consideration with the whole operating system of the company. Then adding a mark-up to gain profit. Since the patties are made mainly of Eggplant which is cheaper than the price of meat, the costs and expenses in production is much lesser. The total cost for E – Plant Burger will be 22.07 with a mark-up of 10% giving a price of Php 25 for every E - Burger.
Place Strategy
The producers decided to retail the product in The District – Imus located at Emilio Aguinaldo Hi-way, Daang Hari Road, Imus, Cavite. Given that The District – Imus is visited by a lot of people like students, workers, and other regular citizens. Also, there are various numbers of people visiting The District – Imus every day because it is a place where people can shop, do their groceries and eat which makes an excellent place to market the product. It will give the producers an advantage since it will be the first burger store in The District – Imus that will sell product of burgers which is made from purely vegetable. The mall has also a few stores that sells almost a like with the product it will also give the producers an advantage because there are fewer competitors in this area and it will be easier to the customer to discover and try this new E – Plant burger in the market.
Product Strategy
Most of the people love to eat burgers nowadays. E – Plant Burger edge to others will be the uniqueness of the main ingredient which is Eggplant. This E – Plant Burger is real striking alternative for the traditional meat patties because of its nutritional value. The product will be served inside a bun that comes along with lettuce, tomato, cucumber and cheese with a combined catsup and mayonnaise. Any beverage can be partnered to the E –Plant Burger, it depends on what the customer prefers. The product will be served in a plate if the customer will eat inside the store. But for the customers who want to eat outside the store, greaseproof paper will be used for the packaging with a sticker that has the product logo. Combining the benefits of both natural ingredients can satisfy both the customer’s cravings and their desire to maintain a good health.
Promotion Strategy Advertising through Social Media Sites
Since nowadays, social media sites are very powerful and very influential and the use of it is continually growing, the company will create different kinds of social media accounts. The E – Plant Burger Facebook page can help to inform the customers about the product, its price, the store locations and the promos. In addition, the customers can also write comments and suggestions on what to improve more in the product to the company and can give their feedbacks and reviews.
The company will also create Instagram accounts and will use its different kinds of Ad format. With Photo Ad, it will help to share fascinating photos of the product, various pictures of satisfied customers and photos of dates of promos. Likewise, the company will have a model that is curvy, beautiful and white skinned so that it will give the customer a vision that they will be a lot like more the model if they eat the E – Plant Burger. The company will also use the Video Ad, which can help to share short videos of advertisements of the product.
The use of Twitter account will be maximized by interacting with the customers and followers by replying on their inquiries, retweeting, liking and quoting their tweets. Similarly, the company will use promoted tweets, catchy hashtags, tweet photos or videos of the product.
The company will use the social media to promote the product since social media connects to potential customers the company will have contest which does not require of purchasing. Like, whoever share the Facebook Page of the company will have a discount on their total purchase or they will get freebies. Another is the referral type of promotion when a current customer refer new customers to our store they are guaranteed to have a discount on their total purchases and also freebies from the store.
The brand name can also use as a tool for advertising the product because people will get curious on what is the meaning behind its name.
Passing out of Flyers
By handing out flyers it will give the consumers an awareness of the product and the brand. Flyers will be given in different areas of Imus, Cavite. Target area would be most likely where people tend to visit regularly. Like shopping centers and schools and offices. Passing out of flyers can also be made door-to-door to the customer’s home.
Product tasting on different areas in The District – Imus
The objective of this activity is to inform customers about the new product in the market. Product samples will be distributed everyday starting at 9 o’clock in the morning to 6 o’clock in the evening in the mall entrances.
In order to put the brand in front of the public and attract new customers Marketing/Selling Expenses
Budget for Marketing Programs: P 10,000
Expenses:
* Free Tastes: P 5,000 * Flyers: P 1,000
Total Cost: P 6,000
Savings: P 4,000
CHAPTER 3
PRODUCTION / OPERATION PLAN

A. Technical Aspect
Burger is one of the most top entree that was being served invariably, whether you are looking for food to nosh on or something that could satisfy your appetite. Burgers are always on the list. That's why, the researchers decided to come up to an idea that instead of the usual burger parties that was made using meat; vegetable like eggplant could also be used to create an exquisite yet nourishable burger patties. Eggplant is rich source of dietary fibers, vitamins C, K and vitamins of the B group, and minerals such as copper, phosphorus and magnesium. Also, Eggplant contains certain essential phytonutrients which improves blood circulation and nourish the brain. In order to get those benefits, you have to do the right procedure and/or ways on how to cook it. B. Production / Operation Process
PURCHASING OF INGREDIENT
PURCHASING OF INGREDIENT
MIXING
MIXING
SERVING /
PACKAGING

SERVING /
PACKAGING

PREPARATION OF THE MAIN INGREDIENT
PREPARATION OF THE MAIN INGREDIENT
SHAPING AND COOKING
SHAPING AND COOKING
PREPARATION OF INGREDIENT
PREPARATION OF INGREDIENT

Figure 1: Production Process

Preparation of Main Ingredient
Using a coal or stove, grill the eggplant until it turns into black. Let it cool down for at least 1minute. Peel off the skin and smash it.

Mixing
After preparing all the ingredients, mix them all. Put the smashed eggplant into a bowl. Add onion, ginger and bell pepper. Mix. Add 1cup of flour and 3pcs egg. Mix until fully distributed.

Shaping and Cooking
Using the burger grill. Pour the mixed ingredients. Let it cook until it turns into fluffy texture.

Serving / Packaging
After cooking the patty. Place the eggplant on a plate with tissue, so that it will absorb the oil. On a toasted bun, place the eggplant patty inside and put some mayo, ketchup, tomatoes, lettuce and cucumber. Serve it on a plate for dine-in and on a retro box for take-out.

C. Production Schedule | Units | Daily | 50 | Weekly | 300 | Monthly | 1,200 | Quarterly | 3,600 | 2017 | 14,400 | 2018 | 43,200 | 2019 | 129,600 |

The company aims to at least triple its production every year.

D. Labor Requirement

Making Eggplant patty needs a lot of manual labor. Thus, studying and discussing its labor requirements is necessary. The main composition of its working force is presented below:

| Qty | Job Description | Wage | Direct | | | | Production Worker | 1 | In charge of the Production of the products. From the selection of the quality, raw materials, to the main phase of making the patty.In charge of the preparation and the mixing of ingredients. | 246.00 (+ Php 4.00 COLA) | Administrative | | | | Sales Person | 1 | Strong customer serviceIn charge of the sales | 246.00 (+ Php 4.00 COLA) |

E. Machinery/Equipment Requirement

Production Equipments Machineries | Function | Qty | Unit Cost | Total Cost | Burger Spatula | Used to flip the patties | 1 | ₱310.00 | ₱310.00 | Burger Press Maker | Ensures that each burger pattyis perfectly shaped and that they are all the same size. | 4 | ₱85.00 | ₱340.00 | Spatula | An equipment used for stirring and mixing all the ingredients | 1 | ₱99.00 | ₱99.00 | Measuring Cups | Used primarily to measure the cooking ingredients such as flour, salt, pepper | 1 | ₱628.00 | ₱628.00 | Mixing Bowl | Used to mixtheingredients | 1 | ₱199.75 | ₱199.75 | Bread Knife | An equipment used for slicing bread and the patties | 20 | ₱15.00 | ₱300 | Kitchen Knife | An equipment used for slicing ingredients | 1 | ₱199.75 | ₱199.75 | Chopping Board | Used to place ingredients for slicing | 1 | ₱299.75 | ₱299.75 | Plastic Gloves | Used to keepthe handsclean inpreparing theproduct | 1box | ₱44.25 | ₱44.25 | Hair Net | To support the hair from falling while making the product | 2 | ₱10.00 | ₱20.00 | Greaseproof wax paper | Packaging of the burger | 100/PCS | ₱50.00 | ₱50.00 | Weighing Scale | Ensures that each burger patty are all the same weight | 1 | ₱459.00 | ₱459.00 | Machineries | Function | Qty | Unit Cost | Total Cost | Refrigerator | Storage of the raw materials | 1 | ₱9,495 | ₱9,495 | Hamburger Grill | A tool used to fry the burger patty | 1 | ₱7,100 | ₱7,100 | LPG Gas | A tool used as fuel in heating appliances | 1 | ₱480 | ₱480 |

Equipments
Store Equipments Store Equipment | Function | Qty | Unit Cost | Total Cost | Florescent Lamp | Used to illuminatethe place | 3 | ₱190 | ₱570 | Table and Chairs | It serves as the working table were all the process for making the burger patty will be done. | 5 | ₱3,500 | ₱17,500 |
Cashier Equipments Cashier Equipments | Functions | Qty | Unit Cost | Total Cost | Log Book | Used for data recording of sales and supplies | 1 | ₱80 | ₱80 | Cash Box | Used to keep the money | 1 | ₱800 | ₱800 | Calculator | Used to compute for the bills of the customers | 1 | ₱499.00 | ₱499.00 |

F. RAW MATERIALS

List of raw materials Raw Materials | Chemical Properties | Price | Source | Availability | Eggplant | Vitamin E, A, CB2 Vitamin, B6 Vitamin,Fat, Proteins ,Carbohydrates,Fiber, Phosphorus ,Potassium, Magnesium, Calcium, Niacin | ₱50.00/kilo | Stores and public market | Always available in the market | Onion | Vitamin E, Fiber, Protein, Calcium, Potassium, Sodium | ₱65.00/Kilo | Stores and public market | Always available in the market | Flour | Carbohydrate | ₱32/Kilo | Stores and public market | Always available in the market | Salt | Minerals | ₱36/Kilo | Stores and public market | Always available in the market | Bell pepper | Vitamin C, Vitamin A, Iron, Calcium | ₱120/Kilo | Stores and public market | Always available in the market | Pepper | Piperine | ₱46.60/75g | Stores and public market | Always available in the market | Egg | Protein, Fat, Minerals | ₱180/tray | Stores and public market | Always available in the market | Cooking Oil | Calories, fat | ₱90/Liter | Stores and public market | Always available in the market | Tomato | Vitamin C, A, E, Potassium,Vitamin B6, Manganese, Fiber, Folate, Niacin | ₱25/Kilo | Stores and public market | Always available in the market | Cucumber | Vitamin K, Molybdenum. | ₱60/Kilo | Stores and public market | Always available in the market | Lettuce | Vitamin K, A, C, | ₱30/Kilo | Stores and public market | Always available in the market | Mayonnaise | Protein, Carbohydrates, Sodium | ₱706/3.5Liter | Stores and public market | Always available in the market | Ketchup | Protein, Carbohydrates, Sodium, | ₱159/1gallon | Stores and public market | Always available in the market | Cheese | Calcium, Protein, Vitamin A, B12, | ₱49/200g | Stores and public market | Always available in the market | Burger Bun | Vitamin A, C, Calcium, Iron, Vitamin B1, B2 | ₱28/6pcs | Stores and public market | Always available in the market |

G. Plant Location

The researchers have decided to put the business at The District – Imus, Emilio Aguinaldo Hi-way, Daang Hari Road, Imus, Cavite. The District – Imus is a convenient place to dish out our product because it is located near at school, work or their home. Also, this place is useful for business because it has easy access to the public market. H. Plant Layout

I. Waste Disposal System

Having a proper waste disposal should always be considered by every business. By doing so, it helps to prevent additional pollution which can improve public health and having a safer and cleaner environment workplace. The researcher will implement to segregate Biodegradable, Non-biodegradable and recyclable wastes. J. Quality Control System
Quality is one of the major attributes to scrutinize whether the product is essential for good production. It must generate quality awareness throughout the whole process of quality control to reduce the risk of food and sanitary defects. Considering the product, the researchers are making sure that the ingredients that they are using are strictly FRESH and CLEAN. In addition to that, the utensils and/or equipments are properly sanitized and hygienic to prevent bacteria. Furthermore, the packagings are purposely made to avoid spoilage and to extend the life span.

K. Utilities
The basic utilities that will be used for the business are electricity, water and telephone services. For the electricity, the Manila Electric Railroad and Light Company (Meralco) will provide the electric needs for the business and the estimated bill every month would be P1,200 to P1,500 pesos because the store is fully air-conditioned. The Maynilad Water Services is the water company that is supplying most of the households in Imus Cavite. The said company will provide water needs for the business and is expecting a P500-600 pesos water bill every month. Philippine Long Distance Telecommunication (PLDT) is the fastest and most reliable telecom here in Imus. The said telecom will provide the communication needs of the business. The estimated bill every month is P1,799 because there will be a Wi-Fi connection, so that many customers will be attracted to stay and buy to our store. A FamCam also powered by PLDT to have an additional camera that will look over the store.

L. Production Cost Eggplant BurgerMONTHLY COST OF PRODUCTION | MaterialsLaborFactory Overhead | Php 37,352Php 17,400Php 67,247.7 | Total | Php 121,999.7 |

Eggplant BurgerMONTHLY COST OF PRODUCTION | EggplantFlourEggOnionBell PepperSaltPepperTomatoCucumberLettuceMayonnaiseCheeseKetchupCooking OilBurger BunsTake-out BoxDishwashing Liquid | 30005761,1521,1767201201201,2001,9201,1401,4169,8001,9202,1606,0481,8723,012 | TOTAL | 37,352 | EGGPLANT BURGERMONTHLY COST OF LABOR (PRODUCTION) | 2 Workers x Php 362.5/day = 725 (6days) (4weeks) | Php 17,400 | TOTAL | Php 17,400 |

EGGPLANT BURGERFACTORY OVERHEAD | EQUIPMENTSELECTRICITY / UTILITIES (1,799 + 1,500 + 600)RENT | 43,348.73,89920, 000 | | Php 67,247.7 |

EGGPLANT BURGERDAILY COST OF MATERIALS | EggplantFlourEggOnionBell PepperSaltPepperTomatoCucumberLettuceMayonnaiseCheeseKetchupCooking OilBurger BunsTake-out BoxDishwashing Liquid | 12548244930555060805940880902527813 | TOTAL | 1,456 |

EGGPLANT BURGERTOTAL RECIPE COST | EggplantFlourEggOnionBell PepperSaltPepperTomatoCucumberLettuceMayonnaiseCheeseKetchupCooking OilBurger Buns | 5081816.25152.253.7512.5303060984.522.5114 | TOTAL | 1,456 |

PRICING | Raw Material/IngredientsPackagingTotal CostAdd 10% Mark-upSelling price E-plat Burger | Php 20.22.522.72.27Php 24.97 |