MARKETING ASPECT
Industry Update
In a business world, the most important factors of a
business are the strategy or method to make the business
effectively to manage and successfully produce of a good product
and services. The big part of the Marketing aspect is to have a
good place for the business to offer affordable price, to make an
interesting promotion and to produce a high and a good quality of
product.
The food service industry in the Philippines is growing at
phenomenal rate and everyone wants a part of it. The insatiable
demand for food comes from our enormous population of 106.5
million whose median age of 24.3 years old is the prime age for
eating out. There are 4,875 new born Filipinos added every day.
Social media has become a gateway in food business now days. The
food service industry is seen to expand in tandem with the
growing population and rising incomes. Filipino food will
evolve. The influx of foreign brands will compel homegrown
Filipino concepts to up their game not only in food quality and
dining experience but also in terms of recipes and presentations.
Filipino cuisine will evolve quickly.
Pork liver Cookies would want to introduce this unique kind
of Filipino pastry to the market. We got the Pork liver cookie
idea from such pastry industries like Bongbong’s Pasalubong,
Merzci Pasalubong and many more. They offer cookies but the
cookies used in cooking those menus are purely made of wheat
flour, butter, and eggs. A cookies made of pork liver has not yet
been sold in the market. A cookies made of pork liver cookie is
new in the food industry and is a must for entering the business
venture for foods. Pork liver cookie is established for its
wonderful pastry and has a best taste.
The proponents conducted a research on the target market.
Due to the large number of people that may become the possible
customers, the researchers will get 100 respondents of people
varying from 5 to 45 and above years old.
Market Analysis (SWOT)
Strengths Weaknesses
Ingredients are fresh Large number of stalls
and can be acquire in business in the area
local market Well known
The first PORK LIVER distributors
COOKIE business Limited store capacity
Complied all legal Easy to imitate
requirements
Lack of management
Homemade product experience
No direct competitors
Provide healthy and
nutritious benefits
Offers retail and
wholesale
Opportunities Threats
Franchising African swine Flu
New flavors (ASF)
Market development Inflation rate
Branch out in the Calamities and natural
future disaster
Health Crisis
Target Market and Positioning
The target markets of the business are the shoppers of
Escalante City as well as small enterprises. Professionals,
students and employees will also be included as part of the
respondents. The product will be sold through direct selling and
orders are also accepted from the customer with in Escalante City
from who are willing to purchase the product by bulk. Even though
there are some related business competitors, the proponents of
pork liver cookie are eager to pursue their business because they
already have their advantage being the prime mover of liver
cookie.
Competition
Within the vicinity of Escalante City, these are the
Competitors when it comes to Pastry Business.
The researchers take a look at Bongbong’s Pasalubong and
Merzci Pasalubong if what product that they sell in by packs. The
researchers knew that Merzci only have butter cookies in by packs
and it costs Php22.00. Bongbong’s is also selling butter cookies
by packs and it costs Php53.00. The competitors are located at
Gamao Street, National Highway, Escalante City, Negros
Occidental.
The competitor’s way of promoting their product is through
posting tarpaulins and having a page in social media. We are also
willing to sponsor any health related activities in different
schools to introduce the product.
Demand Analysis
To determine the market demand of Pork liver cookie, the
researchers conducted a survey to 100 respondents from Escalante
City students, employed and self-employed to the people who are
living here in Escalante City. There is almost 3,860 number of
household in Brgy. Balintawak, Escalante City.
Supply Analysis
The supplier of pork liver cookie is available locally to
city of Escalante and its nearby cities. These are the suppliers/
potential suppliers for fresh ingredients and the other goods
needed for the making of the liver cookie in the Escalante Public
Market: ”Alog Baboyan”, “Alex Fresh Meat”, “Pastor Fresh Meat”,
“Dodong Baboyan”, “Tin-Tin Baboyan”, “Zaragosa Mercahndise”,
“Nestor Store”,”Nida Store”, “Gemma Merchandise”. If ever the
Escalante Public Market does not have enough supplies of raw
materials which needed to make pork liver cookies, the proponents
have plans to buy those goods in Sagay Public Market and Toboso
Public Market which is near in Escalante City.
Production Strategy
The proponents made strategies effectively for managing the
business carefully. The LIVER COOKIE is innovated food which made
from liver ingredients that focused on the importance of
providing a good health benefits that preferred for valued
customers.
The product offered the freshest ingredients from pork
liver. It is developed to enhance presentation, everything is
aesthetically pleasing. The texture is rough because of the liver
filling, when you smell, it so addictive and the color is catchy
brown. The packaging for the cookie is thick plastic cellophane
with logo that can entice customers.
Pricing Strategy
Cost-based method is the strategy being used by the business
on its product. Pork liver cookie gives consideration on the cost
of the production, giving the idea not to lose finances. Covering
and summing up the prices that is used in the production of the
product are the basic considerations that the management
considered. The set price of pork liver cookie is Php60.00
wherein the cost of production is summed up including the direct
labor; the cost of ingredients used in the production and the
other necessary materials and generated equipment used in the
process.
Promotion Strategy
The proponents decided to make some promotion or advertising
for the said business enable to make a business more interesting
to the customers. For the opening of the said business the
proponents will give flyers, to post some posters and tarpaulins
in public areas where in people will be aware for the new product
and new business.
Business launch. The business “My Goodies Cookies” will be
holding a product/business launch to engage customer awareness
and to develop customers’ attention in the new dressed product in
the market.
Print Ad. The use of print ads is also considered in the
management wherein terminals are the prospected areas where the
print ad will be situated. It will help to reach the crowd
especially for those individuals who are not engaged in the
social media.
The use of media channeling. We know and we are aware that
the social media in this generation is very advent. In order
benefit from it, the proponents will engage to the channeling
information through the social networking sites such as Facebook,
and Instagram.
Aside from the promotion mentioned, the proponents will also
engage food related promotion wherein the first the 20 customers
who will come and buy during the lunch of the business, a great
moment to share the benefits of the product to the first buy one
take one promo of the business, a great moment to share the
benefit of the product to the first customers.
