10

MARKETING ASPECT

Introduction

Market is the most vital part of a feasibility case study. Therefore, the proponents

must have a valuable knowledge about it. This chapter is the life blood of every project.

The name of the product is discussed as well as the properties. It identifies the target

market of the enterprise. At this stage the enterprise determined the price of the product

to be sold in accordance with the demand-supply relationship as well as the different

factors affecting the demand-supply.

Product Description

"Puto Vegie" was basically derived from the word "puto" and "vegie". The

proponents choose Puto Vegie as the name of the product because it simply describes

what the enterprise offers that would be easily remembered by the customer.

The Puto Vegie is puto made with different kinds of vegetables (mashed potato,

grind carrots, and dried malunggay) filled with caramelized banana. It is a cupcake-sized

puto topped with an emoticon-like cheese to look more appetizing and attractive to the

consumers. This is usually offered especially during special holidays like Valentine’s

Day and events like birthdays. And for consumers who are not a cheese lovers, they can

still avail of the product because there is also a Puto Vegie without emoticon cheese on

top.
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Figure 2. Puto Vegie Samples

Benefits

Puto Vegie has a lot of nutrients from vegetables that is good for your health.

There are three vegetables used for this product:

Malunggay is a very common vegetable rich in a high levels of beta-carotene,

phytochemical niaziminin, and vitamin C and E. These substances are potent anti-

oxidants that protect the cell of our bodies from getting damaged by free radicals. Carrot

is a very healthy for eyes, aids in good digestion, makes teeth and gums healthier,

improves brain, and is good for the heart. Potato has vitamin C, vitamin B6, fiber,

magnesium, and anti-oxidant. It is good if the consumer is maintaining body physique or

wanting to become more physically fit. Potato is one of the most important ingredients to

a healthy diet and also helps burn fats. Bananas are very good source of vitamin B6,

manganese, vitamin C, potassium, dietary fiber, potassium, biotin, and copper. It helps in

weight loss goals, keeps bowel movement healthy, provides nutrients that regulate heart

rhythm, and have vitamins for eye health.

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(Source;www.healthyeating.org/Milk-Diary/Nutrients-in-Milk-Cheese-yogurt/Nutrients-

in-Cheese)

Quantification of Demand

PEOPLE WHO ARE WILLING TO TRY PUTO VEGIE

12%

YES NO

88%

Majority of the respondent said that they are willing to try and patronize this product

since it is a great way of adding a flavor to the traditional puto, can be served on any

occasion, and has additional health benefits.

Competitive Condition and Analysis

Being a first timer to do a business in the market was a challenge for the

proponents. Competition is always present in every business. The enterprise will make

sure to adopt with the changes made by other competitors, and to cope on how the

product will improve. Cooperation, hard work, and unique ideas are the keys to become

successful.

Direct competitors are companies or businesses that produces a virtually identical

goods or services offered for sale within the same market as those produced by the
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enterprise. The direct competitors are Bella’s Puto located in Calasiao and Marilao’s

Popular Puto and Cotchinta located at Marilao, Bulacan. These two Puto sellers are one

of the best puto makers. Bella’s Puto became famous because of their different flavors of

puto, and awarded as “PASALUBONG OF THE YEAR”. While Marilao’s popular puto

and Cotchinta was known because of their quality traditional food. Our indirect

competitor is Nathaniel’s Bakeshop; asides from bread, they also offer puto. Nathaniel’s

Bakeshop is also known for its wide range of quality yet affordable food. With those

competitors, the proponents should put in mind that if they do better, this will lead to

success and achievement of goals.

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DIRECT INDIRECT

COMPANY COMPANY BELLA’S PUTO MARILAO’S NATHANIEL’S

PROFILE HIGHLIGHT  STALL # 1CPPA POPULAR PUTO AND BAKESHOP
POB. CALASIAO COTCHINTA INC  OWNERS-
PANGASINAN FERNIDAND
 OWNER- NEIL
BELLAFLOR DELA CO,FRANCIS
CRUZ PASCUA NATHANIEL
HSU,FAYE
NERISA
CO,FIDES
NATHALIE CO
 69 OLONGAPO
GAPAN ROAD
SAN FERNANDO
PAMPANGA

KEY  BELLA’S  MARILAO’S  NATHANIEL IS A

COMPETITIVE CALASIAO PUTO FAMOUS PUTO RESTAURANT
ANALYSIS WAS AWARDED HAS BEEN THAT OFFERS A
“PASALUBONG OF PREPARING WIDE RANGE OF
THE YEAR” QUALITY QUALITY YET
AWARD DURING TRADITIONAL AFFORDABLE
THE PANGASINAN FOOD SINCE 1947. FOOD.
PISTAY DAYAT
HELD AT
LINGAYEN
PANGASINAN,
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LAST MAY 2009

TARGET MARKET  TOURIST  GENERAL  GENERAL

MARKET INFORMATION  MIDDLE CLASS

MARKET  SOCIAL MEDIA  POSTER  ADVERTISING

STRATEGY  EXPANSION OF  POSTING  POSTING
BUSINESS ONLINE ONLINE
 EXPANSION OF
BRANCH

PRODUCT PRODUCT  RICE FLOUR  NATIVE  ASSORTED

INFORMATION AND FLAVORED DELICACIES PUTO
PUTO AND LECHE  OTHER
FLAN DELICACIES

PRICE 11O PER KILO 155 PER PLATTER 245 PER BILAO
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Target Market

Target market profile is information that may affect the demand of the product.
Basically, this refers to customers’ tastes and preferences as well the customers’
impression on the product. These information must be analyzed to cater the customers
changing needs.

(Question no. 1. Are you willing to try tasting puto with vegetables?)

Percentage
YES 88%
NO 12%

Majority said that they are willing to try to taste puto with a vegetable flavor because of
the additional health benefits.

(Question no. 4. Do you think it is better compared to the traditional puto?)

Percentage
YES 69%
NO 31%

There are 69% of the respondents that think that it is better compared to the traditional
puto because it has vegetables; some answered NO because they are not familiar with it
yet.

(Question no. 5. How much are you willing to pay for this product? )

Percentage
Php30.00 53%
Php35.00 41%
Php40.00 6%
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The people of Calasiao, Pangasinan are the target market of the product.

However, everyone is considered to be the target market, even if there are various

preferences to food.

Marketing Programs and Strategies

Marketing program is highly recommended in the implementation of a business or

a project which summarized by 4 P’s. It gives information about the current market of an

enterprise and its marketing plan.

1. Production

Product is a basic need that is offered by a firm. The product is entirely unique

form other product. One of the advantages of the enterprise is the awareness of

consumers to healthy foods. Puto Vegie is made from nutritious vegetables such as

malunggay, carrot, and potato.

2. Price

Price is the amount of money that is charged for something of value. One of the

primary factors that a consumer must consider in making decision is if they are to buy the

product or not is price. The proponents decided that the product would be priced at

Php30.00 per pack (3 pieces per pack). This price is based on the costs incurred like raw

materials and utilities in making the product. The price of the product is affordable and at

the same time, worth it value.

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3. Place

CAMPFOJ’s DELICACIES is located at Fiesta Mall, Calasiao, Pangasinan. The

location of the enterprise gives an advantage because it is thickly populated and is near

various establishments.

4. Promotion

Promotion is an effective way to market a product to people. It serves as a

communication between the seller and the potential consumer of the product. Since the

enterprise is a start-up business, the proponents decided to give away flyers so that the

Figure 2.2 Social Media Promotion (IG) Figure 2.3 Social Media Promotion (FB)
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product will be known to public. The proponents also created a Facebook page and an

Instagram account to promote the product since this method is far cheaper and more

strategic because the target market is active on social media. The proponents decided to

focus more on having a social media presence.

Marketing Plan

The proponents believe that our product Puto Vegie can achieve its goals to

promote Filipino delicacies internationally. This starts with giving customers satisfaction

through a product with distinct flavors and twists they will love. Thus, the proponents

want the customers, especially the students and teens, to appreciate CAMPFOJ’s

DELICACIES product through art, poetry, and thoughts.

Since almost everyone is using mobile phones, the proponents decided to market

the product through social media advertising. Flyers and stickers were also distributed

as information campaign that the product exists in the market.

Marketing Objectives

The marketing strategy is set in order to achieve the overall organizational

objectives.

 Expansion of business not only in Pangasinan but also in different parts of the

country.

 Increase sales by 3% every year.

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FIRST YEAR OF CAMPFOJ’s DEICACIES

120 packs of Puto Vegie sold a day Php30.00 = Php3,600.00
2,520 packs of Puto Vegie sold a month Php30.00 = Php75,600.00
(120 packs *21 days)
30,240 packs of Puto Vegie sold a year Php30.00 = Php907,200.00
(2,520 packs *12 months)
Php907,200.00 sales in the first year

Figure 2.4 Packaging

Packaging

Packaging is important because it is the first thing that the costumers notice. The

product must be presented perfectly wrapped in a packaging. Packaging adds beauty to

the eyes of the customers for them to purchase the product. The packaging is made of

paper box that is light enough to be carried anywhere anytime but also is sturdy enough

to support the product. The box is made of paper to help in the problem of massive use of

plastics.
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Puto Vegie’s Packaging Cost

Packaging Per batch Per Unit

Paper box Php3780.00 Php1.50

Label sticker Php504.00 Php0.20

Total packaging Php4284.00 Php1.70

Production/Technical Plan

One of the major components of a feasibility study is the production/technical

plan. It contains the manufacturing process of the product. Also, it contains the building

and facilities that accommodates the machineries, equipment, and raw materials to be

used in the production of the product. It contains one month projection of raw materials.

Product Quality Control Plan

It will help you to set quality targets for your project to ensure that the

deliverables produce, meet the needs of your costumer.

Raw Materials Work in Process Finished Goods

Main ingredients are All the

stored in low ingredients The finished product
temperature. should be has a good texture.
measured
correctly.

Vegetables should be The toppings should

washed before The cooking
be arranged
adding it to the other time should be
according to the set
ingredients. followed.
design.

All the ingredients The equipment After checking, the

should be mixed well. should be clean final product should
and well be properly placed
sanitized in the packaging.
before being
used.
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SWOT Analysis

STRENGTH OPPORTUNITIES

 Unique quality of the product.  Expand business by creating a

 Healthy, delicious and better website through social
affordable. media.
 The product presentation is  Customization.
trendy and attractive.  Health awareness.
 Creative and innovative
management.

WEAKNESSES THREATS

 New entrant in the market.  Bad criticism.

 Lack of capital.  Inflation risk.
 Competitor’s duplication.

Strengths

When we hear puto, the first thing that comes to our mind is the traditional puto

which is the plain white puto with cheese, ube and pandan flavors. The CAMPFOJ Puto

Vegie wanted to make it more attractive. The proponents decided to innovate the product

by putting emoticons made with cheese on top and making new three (3) flavors

(malunggay, carrots and potato). Since CAMPFOJ is a form of partnership and the

partners are financial management majors, it is expected that the business will perform

great and generate fresh ideas for it to be more creative for continuous innovation: all for

the satisfaction of the customers.

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Weaknesses

Lack of capital is one of the partnership’s weaknesses. The proponents would like

to establish it as soon as the required funds are available. As a new entrant in the market,

establishing reputation is hard. The customers’ taste and preference are not all the same.

Opportunities

The CAMPFOJ also focused on customer satisfaction. Customized orders from

customers are accepted. Focus on the nutritional content of the Puto Vegie is one of the

selling points through social media. A better website to touch everyone around the world

is to be created.

Threats

Economic factors in putting up an investment especially the inflation rate should

be considered. Inflation is the price increase of goods and services. The company’s cost

of raw materials and operating expenses are directly proportional to the inflation. Thus,

increase in selling price is needed. Also new competitors are considered as a threat

because people tend to try new things. Competitor’s duplication may lead to decrease of

sales. Bad criticism against our business may damage our reputation but CAMPFOJ’s

DELICACIES will handle it properly and ensure that they cannot destroy us.