3jhoanne

MARKETING ASPECT Marketing is a system of a business that focuses on communicating with the target customers regarding goods and services offered. This includes creating, planning and delivering a brand that has value to consumers, business partners and to the society. This helps in strategically analyzing customers’ demand in terms of their wants and needs to find new opportunities in both improving and innovating products, introduce and market a brand, and gain loyalty from consumers. In line with this, the proposed product aims to give consumers an incomparable taste of ice cream, satisfaction and pleasure. Other than fulfilling the desires of the target market, one of the objectives of this business is its profit ability. With the help of the Market Study, customers’ demand and the possible profit will be identified. Since an effective business is about how profitable it is, the first to take into consideration is the target market. It is the most important factor to achieve the objective of this company. Introduction Ice cream is a sweetened ice dessert that is milk and sugar based and often combined with fruits and different flavors. It has been known to be one of the most delightful desserts offered globally which is patronized by most of the worldwide population. From 25 Great Ice Cream Consumption Statistics, the leading ice cream consumer in the world was said to be the United States with an average of 26 liters of ice cream per individual annually. It was also stated that 40% of the U.S. population will eat ice cream at least once every two weeks (2017). According to Ice Cream Industry Facts, it was reported by the International Ice Cream Association statistics that there are more than 90% of United States households that enjoy the sweet frozen dessert on a regular basis (Sarokin, n.d.). (ASIA) With the large marketability of ice cream products, there are different variations of flavors, textures and services existing in the business to fulfill the target market’s cravings. The industry has identified distinct segments of ice cream products which are: 1) artisanal ice cream, 2) impulse ice cream and 3) take-home ice cream. Artisanal ice cream, known as premium ice cream, are those hand-crafted by skilled ice cream makers.

Impulse ice cream are ice cream brands that are single-serve and bought for instant consumption. Take-home ice cream are brands that are purchased in tubs and are consumed at home. According to Technavio’s 2016 market study of ice cream global market share, 40.11% of the total market share is dominated by impulse ice cream, artisanal ice cream has 21.05% while 38.84% is from take-home ice cream (Eastern Daylight Time, 2017). The desire of people for ice cream and small portion snacking options are factors that made impulse ice cream topped on the market share statistics. According to The World’s Top Selling Ice Cream Brands, the top five leading ice cream brands worldwide are Magnum, Haagen-Dazs, Cornetto, Ben & Jerry’s and Breyers. 4 out of 5 brands stated came from the Unilever Group (Zhu, 2016). As known to be a summer food dessert, ice cream’s demand is likely to be high during this season. But since it can be present during birthday parties or any celebrations, demand for ice cream increases regardless of seasonal changes.

Background Researchers came up to an idea of having a unique flavor of ice cream, a Pinoy Cocktail mix flavored ice cream. Since unique concepts or flavors is a trend nowadays, why not have a go when it comes to ice cream.

Alcohol beverages may lead to negative effect if excessively used. However, moderate drinking has beneficial effects on health, which are the following: (1) decreased risk for having and dying from heart disease, (2) decreased risk of ischemic stroke, (3) decreased risk of diabetes, (4) it can lengthen your life, (5) it helps prevent against common cold, (6) decreased risk of developing dementia, and (7) decreased risk of developing gallstones. (sabihin kung bakit yun ung idea)

Scope This feasibility study will focus on an ice cream parlor that will bring new ice cream variation which will be located at Maginhawa St., Quezon City. It will also tackle the present and potential customer acceptance and how will they respond to a business that offers a combination of ice cream and alcoholic mixed drinks. The respondents are those who belong in the age bracket of 18 years old and above, both male and female, students, employed and unemployed. Also, those individuals that reside within the 25-kilometer radius of the store location which are: NCR and some areas in Rizal and Cavite. The considered competitors are those businesses which also sell ice cream within the 25-kilometer radius.

Methodology 

Statistical Treatment

In the analysis and presentation of the results based on the survey, the percentage distribution was computed by the proponents using the formula below:

%=



Total number of scores x 100 Total number of Respondents

Sampling Technique

The proponents used the stratified sample distribution in determining the sample size needed in each city within the 25 kilometer radius of the physical store

location. However, simple random sampling was used in demographic segmentation of the target market. To determine the sample size of the target population, Slovin’s formula was used:

𝑛=

Where:



𝑁 1 + 𝑁𝑒 2

n = sample size N = total number of population e = margin of error

Data Gathering Procedure The proponents conducted a survey among 400 respondents that was

determined using the Slovin’s formula. Product Description As the population of food wanderers are getting larger, concept of fulfilling their hunger for both unique concepts, mouthwatering flavors and distressing themselves with food is a timely trend. Frozen Booze will offer unique flavors of ice cream, an innovation of new lipsmacking dessert with a twist that will satisfy food wanderers. To patronize Filipinos very own culture of drinking habits, Pinoy Cocktail or Pinoy mixed drinks ice cream will be the menu of Frozen Booze. This ice cream menu consists of Gin Pomelo Mix, Gin sunset, Weng-weng, Poison and Punyeta, an original Filipino mixed of alcoholic drinks. These ice cream flavors will not just mimic the taste of an alcohol mixed drink but also captures its intoxicating bitterness. However, this will not affect the sweetness and creaminess of the ice cream but gives more distinct character.

Since this ice cream offers alcoholic infused menu, Frozen Booze will only cater legal aged individuals. This is to ensure the compliance to government rules in terms of alcohol intake. These ice cream contain up to 5% liquor content which will only give the customers a hint of booze on their taste buds. Some people connotes that drinking alcohol with milk would result to unnatural bowel movements. Conversely, alcohol does mix with milk, especially heavy cream. This has a much higher ratio of fat to protein and it slows the absorption of alcohol into the bloodstream. [6] Ice cream will be serve to the customer in scoop. Seeing that the appearance of food makes an appeal to the customer, Frozen Booze will serve the ice cream in a shot glass topped with sugar strands, sweet confectio

Customer Analysis ??? ☹ Survey Results I. Profile of the Respondents

No.

AREA

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Angono, Rizal Antipolo, Rizal Bacoor, Cavite Binangonan, Rizal Cainta, Rizal Caloocan City Las Pinas Makati Malabon Mandaluyong Manila Marikina Muntinlupa Navotas Paranaque Pasay Pasig Pateros Quezon City San Juan San Mateo, Rizal Taguig Taytay, Rizal Valenzuela Total

Number of Percentage Respondents 3 19 18 7 9 42 15 14 8 10 42 11 12 6 18 10 27 2 73 5 6 18 9 15 400

0.71% 4.81% 4.44% 1.70% 2.24% 10.57% 3.77% 3.45% 2.12% 2.61% 10.62% 2.81% 3.00% 1.56% 4.42% 2.42% 6.86% 0.44% 18.23% 1.25% 1.57% 4.55% 2.17% 3.70% 1

Table 1. Location of Respondents The above table shows that……. No. 1 2 3

Description Employed Unemployed Student Total

Number of Percentage Respondents 116 29.00% 35 8.75% 249 62.25% 400 1

Table 2. Occupation of Respondents The above table shows that………..

No. 1 2

Gender Description Female Male Total

Number of Percentage Respondents 221 55.25% 179 44.75% 400 1

Table 3. Gender of Respondents The above table shows that……. No. 1 2 3

Description 18 - 29 30 - 49 50 - 65 Total

Number of Percentage Respondents 370 92.50% 24 6.00% 6 1.50% 400 1

Table 4. Age Bracket of Respondents The above table shows that……. II. 1. Do you like ice cream? No. 1 2

Gender Description No Yes Total


Table 5. Respondents Acceptability on Ice Cream The above table shows that……. 2. Which factors do you consider when buying ice cream?

No. 1 2 3 4 5 6 7

Factor Flavors Hygiene Quality Price Service Product Ingredients Shop Location Total

Number of Percentage Respondents 365 92.88% 235 59.80% 310 78.88% 304 77.35% 136 34.61% 170 43.26% 135 34.35% 1655

Table 6. Factors that being Considered by the Respondents in Buying Ice Cream The above table shows that……. 3. What Ice Cream brands do you usually buy? At Grocery Store/Convenience Store No. 1 2 3 4 5 6 7 8 9 10 11

Ice Cream Brand Selecta Nestle Magnolia Dan Eric's Arce Dairy Carmen's Best Big Scoop Ben & Jerry's Fruits in Ice Cream Blue Bunny Haagen Daz Total

Number of Percentage Respondents 312 79.39% 250 63.61% 136 34.61% 9 2.29% 7 1.78% 4 1.02% 3 0.76% 3 0.76% 2 0.51% 2 0.51% 1 0.25% 729

Table 7. Ice Cream Brands Usually Buy At Grocery/Convenience Store The above table shows that……. At Ice Cream Parlors

No. 1 2 3 4 5 6 7 8 10 11 12 13

Ice Cream Brand Baskin & Robins Dairy Queen Gelatissimo Cold Stone Caramia Mochi Crème BLK 513 Miguelito's Sebastian's Mad Mark's Iceberg's Crepes & Cream Total

Number of Percentage Respondents 92 23.41% 358 91.09% 50 12.72% 125 31.81% 6 1.53% 1 0.25% 1 0.25% 1 0.25% 1 0.25% 1 0.25% 1 0.25% 1 0.25% 638

Table 8. Ice Cream Brands Usually Purchased At Ice Cream Shops The above table shows that……. 4. How much do you usually spend on eating ice cream? At Grocery Store/Convenience Store No. 1 2 3 4 5 6 7 8

Price in Peso 15 - 50 51 - 100 101 - 150 151 - 200 201 - 250 251 - 300 500+ 1500 Total

Number of Percentage Respondents 103 26.21% 101 25.70% 53 13.49% 47 11.96% 31 7.89% 54 13.74% 3 0.76% 1 0.25% 393 1

Table 9. AMOUNT THEY USUALLY SPEND ON ICE CREAM AT GROCERY STORE The above table shows that……. At Ice Cream Parlors

No. 1 2 3 4 5 6 7

Price in Peso 50 - 100 101 - 150 151 - 200 201 - 250 251 - 300 301 - 500 None Total

Number of Percentage Respondents 113 28.75% 124 31.55% 91 23.16% 35 8.91% 27 6.87% 2 0.51% 1 0.25% 393 1

Table 10. Amount They Usually Spend on Ice Cream At Ice Cream Shops The above table shows that……. 5. How often do you usually buy ice cream? At Grocery Store/Convenience Store No. 1 2 3 4 5

Frequency Once a week Twice a week Once a month Twice a month Thrice a month Total

Number of Percentage Respondents 92 23.41% 82 20.87% 95 24.17% 100 25.45% 24 6.11% 393 1

Table 11. Respondent's Frequency in Visiting the Grocery/Covenience Store to Buy Ice Cream The above table shows that……. At Ice Cream Parlors No. 1 2 3 4 5

Frequency Once a week Twice a week Once a month Twice a month Thrice a month Total


Table 12. Respondent's Frequency in Visiting the Ice Cream Shop to Buy Ice Cream The above table shows that…….

6. Do you drink cocktail mix? No. 1 2

Decision No Yes Total


Table 13. Respondents's Acceptability in Drinking Coctail Mix The above table shows that……. 7. If yes, how often? No. 1 2 3 4

Frequency Daily Once a week Once a month Thrice a month Total

Number of Percentage Respondents 9 3.28% 32 11.68% 21 7.66% 212 77.37% 274 1

Table 14. Respondent's Frequency in Drinking Cocktail Mix The above table shows that……. 8. If no, would you like to try? No. 1 2



Table 15. Respondent's Acceptability to Try Drinking Cocktail Mix The above table shows that……. 9. Are you aware of different Pinoy cocktail drinks? No. 1 2



Table 16. Respondent's Awareness of Different Pinoy Cocktail Drinks The above table shows that…….

10. Which Pinoy Cocktails do you like? No. 1 2 3 4 5

Pinoy Cocktail Drink Gin Pomelo Punyeta Poison Gin Sunset Weng Weng Total


Table 17. Respondent's Choice of Pinoy Cocktail Drink The above table shows that……. 11. If we will offer Pinoy Cocktail flavored ice cream, would you like to buy it? No. 1 2



Table 18. Respondent's Acceptability to Purchase the Product

Competitor Analysis

1. Selecta The Philippines’ number one ice cream brand, claimed more than half or 54 percent of total sales. Their humble beginnings, started from a small ice cream parlor Market size of 8.75 billion Consumer data of 9.3 billion, competitive data of 7.4 billion Current market situation – product situation -80% output of bulk ice cream, 20% output of frozen novelties, Competitive situation -nestle, magnolia 2. Nestle 3. Magnolia 4. Dairy Queen 5. Cold Stone 6. Baskin & Robins

Industry Analysis Ice cream is a sweetened ice dessert that is milk and sugar based and often combined with fruits and different flavors. It has been known to be one of the most delightful desserts offered globally which is patronized by most of the worldwide population. From 25 Great Ice Cream Consumption Statistics, the leading ice cream consumer in the world was said to be the United States with an average of 26 liters of ice cream per individual annually. It was also stated that 40% of the U.S. population will eat ice cream at least once every two weeks (2017). According to Ice Cream Industry Facts,

it was reported by the International Ice Cream Association statistics that there are more than 90% of United States households that enjoy the sweet frozen dessert on a regular basis (Sarokin, n.d.). According to Asia Pacific Food Industry, China is the world’s biggest ice cream market, followed only by US and Japan. Moreover, there are three countries in the Asia that have fastest growing market in ice cream. These countries are India, Indonesia, and Vietnam. (Philippines ni Jhoanne) With the large marketability of ice cream products, there are different variations of flavors, textures and services existing in the business to fulfill the target market’s cravings. The industry has identified distinct segments of ice cream products which are: 1) artisanal ice cream, 2) impulse ice cream and 3) take-home ice cream. Artisanal ice cream, known as premium ice cream, are those hand-crafted by skilled ice cream makers. Impulse ice cream are ice cream brands that are single-serve and bought for instant consumption. Take-home ice cream are brands that are purchased in tubs and are consumed at home. According to Technavio’s 2016 market study of ice cream global market share, 40.11% of the total market share is dominated by impulse ice cream, artisanal ice cream has 21.05% while 38.84% is from take-home ice cream (Eastern Daylight Time, 2017). The desire of people for ice cream and small portion snacking options are factors that made impulse ice cream topped on the market share statistics. According to The World’s Top Selling Ice Cream Brands, the top five leading ice cream brands worldwide are Magnum, Haagen-Dazs, Cornetto, Ben & Jerry’s and Breyers. 4 out of 5 brands stated came from the Unilever Group (Zhu, 2016). As known to be a summer food dessert, ice cream’s demand is likely to be high during this season. But since it can be present during birthday parties or any celebrations, demand for ice cream increases regardless of seasonal changes. Today, there are different ways on presenting an ice cream. According to Amanda Kludt, the following are now the trends when it comes to ice cream: First, the visually stunning ice cream styles like Fish-shaped ice cream cones, Puffle cones also known as egg puffs, and cotton candy clouds ice cream. Second, where ice cream goes beyond the bowl like fried ice cream, and Mochi ice cream. Third is the development of lactose-free ice cream. And lastly, those ice cream with savory and unusual flavors.

Target Market The target market of Frozen Booze are those age 18 years old and above. Since the ice cream has alcohol content, the adults are the only allowed to avail the product. It will be the adults that within 25-kilometer from the location.

Marketing Strategy Promotions The following are different advertising tools to be used by the proponents in order for the customers to reach and recognize the business. 

Social Media With everyone’s access to the internet, communication towards people has become faster and efficient. As the social media holds a billion of population users, it will be easier for the business partners to promote the concept of Frozen Booze and what it offers. Customers’ inquiries and feedbacks are accessible to owners which they can arrive with new opportunities of innovation and business development. On the other hand, customers’ will be assured that there will be responses regarding their insights. This will make the business more credible, build strong customer relationship, and earn brand loyalty. Picture FB page, ig page



Flyers and Posters Another way of customer encouragement is posting and handing out of flyers and posters. This method can catch attention and boost the interest of the

target market. Posters and flyers can be electronically posted and physically distributed. Flyers will be disseminated within the first 3 months of the business. Design of flyers and posters 

Complimentary offerings The following promos will be offered upon the first day of opening of the business. 1. First 50 customers will be given free shot glass. 2. For every purchase of 500 pesos, there will be a free one shot of any choice of cocktail mixed drink. 3. For every group of 5, one scoop of any chosen ice cream flavor is free.



Free Taste Free taste of any ice cream flavor will be offered to customers to help them in choosing what to avail that suit their tastes. It will be only a half teaspoon and will be permanently available.

SWOT Analysis Strengths  Has unique flavors of ice cream.  The only store that offers ice cream with alcohol content  The only store that offers pinoy cocktail flavored ice cream.  The location of the store is well-known for different food gimmicks.  There are a lot of customers who went to the location to try different Weaknesses  Some have a perception that ice cream and alcohol is not a good combination.  Some do not like the taste of alcohol Opportunities  Expansion of the business which is to open branches to different areas.  To have additional alcohol flavors – can be foreign or local cocktails.  The business can tie up to different bars and resto. Threats  There are a lot of known brands of ice cream around the vicinity area.  The business may encounter difficulty since it will be new to the market.

3jhoanne

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