Chapter - 1 - As - of - 32019 (1) - Edited

Virgen milagrosa university foundation
Martin P. Posadas Avenue, San Carlos City, Pangasinan

College of Business Administration and Accountancy
MARKETING ASPECT
Marketing is a vital aspect in each business since it contributes greatly to its success.
Processes from product brainstorming up to its distribution depends mostly on the marketing. It
focuses on introducing and promoting the business. Since the goal of each business is to be
known and recognized in the market, business owners and must be creative in their marketing
strategies.
PRODUCT AND SERVICE DESCRIPTION
The researchers plan to establish a business named “Puto Flantastic” as being categorized
as food industry. The Firm choose “Puto Flan” as the main product. For sure, leche flan is in
your personal list of most loved sweets. It is a perfect sweets to share with friends or bring to a
gathering, and it acts as a pasalubong, snacks or a dessert. We planned to improves the best puto
with new flavors that’s why Puto Flantastic offers varies of flavored puto namely; Puto
Bibingka, Puto Cassava, Puto Choco and Puto Flan as the main product which will satisfy and
delight consumers' taste. The famous Bella's Calasiao Puto and Pasalubong Center is one of the
distributor of Puto Flanstatic. Puto Fantastic will also on-the-go through it’s service, which is
called as “Puto Flantatic on wheels”, and it would be roaming around the target area and market
delivering using bike.
Puto Flan Ingredients:

325 grams condensed milk
4 egg, yolks only
1 cup flour
1 tablespoons baking powder

130 grams milk
20 grams water
1 egg
1 tablespoons butter, melted and cooled
1 pinch salt
1/2 cup sugar
(Good for 10 pieces)
Flavored Puto Ingredients:

3/4 c.of butter or margine, softened (not melted)
3 c. oflour
3 teaspoonful of baking Ssoda
15 rounderd tablespoonfuls of white sugar
4 c. of milk
8 egg whites
Assorted flavoring powders (chocolate, malunggay, casava and bibingka)
(Good for 20 pieces)
Product Category
Puto is categorized as pastry under food category.
Brand
The brand name was adopted due to Puto is an original Filipino Pastry, and Flan short fo Leche
Flan.
Packaging
The packaing for our product is divided in to three(3) kinds. Individualy, 4’s and 9’s. The Puto
Flantastic product can be purchesed per piece placed in a small brown paper bag.
Pricing
Our pricing is based on the sum of prices of the ingredients and labor plus 20% additional
divided to each servings.
More like the price per piece of Puto Flan is Php10.00 and the other flavored Putos (Cassava,
Bibingka, Chocolate, Malunggay) is Php8.00 per piece.
Puto Flan- Php. 40 for 4 pieces and Php85.00 for 9 pieces.
Flavored Putos- Php. 32 for 4 pieces and Php70.00 for 9 pieces.
Place of Distribution
“Puto Flantastic” stall will be located at Old Public Market of Urbinztondo, Pangasinan. And
also the famous Bella’s Puto Calasiao and Pasalubong Center will be one of our major
distributor.
PUTO FLANTASTIC
PRODUCT OFFERINGS
PUTO FLAN (LECHE FLAN)
PUTO BIBINGKA PUTO CASSAVA
PUTCHOCO (CHOCOLATE) PUTO MALUNGGAY

SERVICE OFFER
PUTO FLANTASTIC ON WHEELS
COMPARISON OF THE PRODUCT WITH ITS COMPETITORS

At present, Puto Flantastic has a small number of competitor in Urbiztondo, Pangasinan.
There are some vendors who offers native delicacies such as puto, cassava cake, tikoy and etc.
Puto Flantastic offers different delicious puto products like Puto Bibingka, Puto Cassava, Puto
Choco and Puto Flan as the main product which will satisfy and delight consumers' taste.
LOCATION
The current business establishment, targeted for this study, is located in the Old Market,
Urbiztondo, Pangasinan. This will also be the same location for the study because of the
following reasons:
1. High demand;
2. Few competitors;
3. Large market ;
4. Near at Public Market
And the production will be establish in ____

MARKET AREA
The location of the Puto Flantastic is in Urbiztondo, Pangasinan. The location has an area
of 169.13 square kilometers (km²). Urbiztondo, Pangasinan is consist of 21 barangays and has
50,170 total population as of 2015. The area covers a number of target market, which includes
public market goers and the students and employees from nearby schools and establishments.
The market will target the urban and rural areas in the whole Municipality..
Slovin’s Fourmula is the method used to get the acceptable respondents
MARKET SHARE
Market share is used to determine the business' position with its competitor and and
stand in the relative competitiveness. This metric is used to give general idea of the size of a
business in relation to its market and competitors. Considering that 70% for indirect competitors.
The 30% is the share of Puto Flantastic.
Sales
30% PUTO FLANTASTIC

70% INDIRECT COMPETOR
TARGET CUSTOMER
The target customers of the business (consumers of the products) are:
 Balikbayan;
 Those who love to eat Filipino delicacies;
 Those people who love to discover new recipes; and
 Those people who buys puto for special occasions (e.g. birthdays, weddings, etc.)
DEMAND AND SUPPLY ANALYSIS
A. DEMAND ANALYSIS
The demand analysis of the chosen puto Calasiao business as study, depends solely on
the survey conducted within San Carlos City especially on the nearby establishments of the
location. Production and distribution procedures is to be discussed and elaborated in the
Technical aspect. Information extracted from the survey will be discussed within the flow of the
study. The next page shows the result of thr conducted survey from respondents
SURVEY RESULT
Yes 198 99%

1. Do you eat Puto?
No 2 1%
Yes 73 36.50%
If Yes, have you tried Puto Flan?
No 127 63.50%
Yes 188 94%
If No, are you willing to buy?
No 12 6%
Leche Flan 133 66.50%
Cassava 63 31.50%
Bibingka 33 16.50%
2. What new flavors do you want for Puto?
Malunggay 29 14.50%
Chocolate 84 42%
Others 9 4.50%
Gift/Pasalubong 86 43%
Personal Consumption 102 38%
3. What is your main reason/s in buying Puto?
For occational purposes 36 18%
Other 2 1%
50.00-100.00 159 79.50%
101.00-200.00 27 13.50%
4. How much do you usually spend in buying Puto?
201.00-300.00 9 4.50%
Others 5 2.50%
Daily 16 8.00%
Once a week 36 18%
5. How often do you usually eat Puto?
Every occasion 146 73%
Others 2 1%
Yes 80 40%
6. Do you find hard to buy Puto?
No 120 60%
Far/Distance 60 75%
If Yes, why? No one sells puto in town 19 23.75%
Others 1 1.25%
Yes 175 87.50%
7. Do you want Bella's Puto on wheels?
No 25 12.50%
Yes 153 87.43%
If Yes, are you willing to buy?
No 22 12.57%
The main product flavor to be established and directed focus on by this study willbe the puto flan
since according to the survey, majority of the respondents have not yet tried the said product.
The flavor also garnered the most vote for favored new favor. The survey conducted also showed
the could be price of the product. The price of the most votes (50-100 pesos) are the prices near
the peso amount of the actual peso per kilo of the puto. From the respondents who answered yes
to the question, do you find it hard to buy puto, 75% had the reason of distance. Thus the
introduction of on the go service of the business.
B. SUPPLY ANALYSIS
The supply analysis factors in the following and thus relevant in the production and
distribution of Puto products for the improvement of the business:
SELLING PRICE
The following are the selling prices of Bella’ Puto Calasiao and Pasalubong Center.
Name Product (Puto Flantastic) Per 10 pcs (medium sized)

Puto Flan (Leche Flan) 85
Puto Cassava 70
Puto Bibingka 70
Puto Malunggay 70
Puto Choco 70
Puto Flantatics offers retails as low as 8 pesos.

SALES FORECAST
Product Name Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Puto Flan
3111 3111 3111 3111 3111 3111 3111 3111 3111 3111 3111 3111 37,332
(Leche Flan)
Puto Cassava 1474 1474 1474 1474 1474 1474 1474 1474 1474 1474 1474 1474 17,688
Puto Bibingka 772 772 772 772 772 772 772 772 772 772 772 772 9,264
Puto Malunggay 678 678 678 678 678 678 678 678 678 678 678 678 8,136
Puto Choco 1965 1965 1965 1965 1965 1965 1965 1965 1965 1965 1965 1965 23,580
Total 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 96,000
Puto Flantastic will have schedule of sales estimated on the gathered form respondents, The
following are the assumption.
1. 10% increase annually in sales.
2. All cash basis
SALESFORECAST ANNUALLY
Year
Product Name Selling Price (per piece) No. Of Orders 2020 2021 2022 2023 2024
Puto Flan
10 37,332 373320 410652 451717.2 496889 546578
(Leche Flan)
Puto Cassava 8 17,688 141504 155654 171219 188341 207175
Puto Bibingka 8 9,264 74112 81523 89675 98643 108506
Puto
8 8,136 65088 71597 78757 86633 95296
Malunggay
Puto Choco 8 23,580 188640 207504 228254 251079 276187
Total Sales: 842,664 926,930 1,019,622 1,121,585 1,233,742
MARKETING/PROMOTIONAL STRATEGIES
Sales promotion is one of the elements of the promotional matrix. It uses both media and
non-media marketing communications for a pre-determined, limited time to increase consumer
demand, stimulate market demand or improve product availability.
Bella’s Calasiao Puto will be using the followimg promotional strategies:
1. Direct Marketing - using flyers and tarpaulins to generate awareness of the product. It
will be distributed and displayed within the target area. There will also be free tasting on
the first few days of the new flavors.
2. Social Media - using Facebook, Instagram, Twitter in order to reach wide range of
possible customers, including placing advertisment to facebook pages like Hello San
Carlos and other pages affiliated to the target location
3. Word of Mouth – encouraging people through sharing personal satisfaction.
MARKETING EXPENSES
Below shows the budgeted expenses to be incurred by the Bella’s Calasaio Puto relating
to the marketing and initial distribution of the products:
Marketing Expenses Breakdown

Activities/ Program Cost
Introduction
Tarpulin 3000
For flyers, poster etc. 1500
Sales Promotion
Bella's on wheels x2 30000
For discounts/loyaltist 4000
Total Budget for Marketing Program 38500
SWOT ANALYSIS
This part presents the Strength, Weakness, Opportunities and Threats of Bella’s Puto Calasiao
and Pasalubong Center. It is intended to specify the objectives of the internal and external factors
that are favorable and unfavorable to achieving those objectives.
STRENGTHS
 Well known puto maker and seller.
 New different product offerings.

.
 Clean and safe business area.
 Offers delivery/on wheels.
WEAKNESSES
 New flavored puto arean't yet known to the customer
 Overcooked/undercooked
 Perishable Product
OPPORTUNITIES
 All product are applicable for all seasons
 Innovated fillings/flavor
 High demad for populated location
 . Easy to reach by the target market
THREATS
 Competitor
 Inflation
 Price differential with competitor
 Substitute product
 Change of customer preference
 Bargaining power of customer

WEIGHTED
AVERAGE
INTERNAL FACTORS WEIGHT RATE SCORE
STRENGTHS
1. Well know puto maker and seller 0.20 4 0.80
2. New different product offerings 0.20 4 0.80
3. Popular business location 0.10 3 0.30
4. Clean and safe business area 0.12 3 0.36
5. Offers delivery/on wheels 0.10 3 0.30
WEAKNESSES
New flavored puto arean't yet known to
the customer 0.12 2 0.24
Overcooked/undercooked 0.08 2 0.16
Perishable Product 0.08 2 0.16
TOTAL 1 3.12
Based on matrix, the business is feasible since the weighted average score is 3.12 which are
greater than 2.50 average.
Legend Rate:
1- Major 2- Minor Weakness 3- Minor Strength 4- Major Strength
Weight: ranges form 0/0 (not important) to 1.0 (very important)

WEIGHTED
EXTERNAL FACTORS WEIGHT RATE AVERAGE SCORE
OPPORTUNITIES
1. All product are applicable for all
seasons 0.12 4 0.48
2. Innovated fillings/flavor 0.15 5 0.75
3. High demad for populated
location 0.15 5 0.75
4. Easy to reach by the target
market 0.12 4 0.48
THREATS
Competitor 0.08 2 0.16
Inflation 0.07 2 0.14
Price differential with competitor 0.07 2 0.14
Substitute product 0.07 2 0.14
Change of customer preference 0.10 2 0.20
Bargaining power of customer 0.07 2 0.14
TOTAL 1 3.38
Based on matrix, the business is feasible since the weighted average score is 3.38 which are
greater than 2.50 average.
Legend Rate:
1- Poor 2- Average 3- Above Average 4- Superior
Weight: ranges form 0/0 (not important) to 1.0 (very important)

SWOT ANALYSIS MATRIX

Strength and Oppurtunities- SO Strategies
STRENGTHS
1. Well known puto maker and
seller
2. New different product offerings
3. Popular business location
4. Clean and safe business area
5. Offers delivery/on wheels
OPPORTUNITIES SO STRATEGIES
1. Offers new fillings/flavors
1. All product are applicable for all seasons (S2,02)
2. Well known puto maker and
seller it can reach the target market
2. New set of puto filling easily. (S1, 04)
3. If the demand is high, we can
3. High demand for populated location also offers Bella's on wheels
4. Easy to reach by the target market (O4,S5)
Weakness and Opportunities- WO Strategies

WEAKNESS
1. New flavored puto arean't yet known to
the customer
2. Overcooked/undercooked
3. Perishable Product
OPPORTUNITIES WO STRATEGIES
1. Highly monitored time can creat new
1. All product are applicable for all seasons flavors (W1, O2)
2. Offers delivery can maximize sales and
2. Innovated fillings/flavor prevent spoilage. (O3,W3)
3. High demad for populated location
4. Easy to reach by the target market
Strengths and Threats- ST Strategies

STRENGTHS
1. Well known puto maker and seller
2. New different product offerings
3. Popular business location
4. Clean and safe business area
5. Offers delivery/on wheels
THREATS ST STRATEGIES
1. Build customer relationship through marketing strategies
1. Competitors (T1,S1
2. Inflation 2. New offerings to the customer (T4,S2.S3)
Price differential with
competitor
3. Substitute product
4. Change of customer
preference
5. Bargaining power of
customer
Weakness and Threats- WT Strategies

WEAKNESS
1. New flavored puto arean't yet known to the customer
2. Overcooked/undercooked
3. Perishable Product
THREATS WT STRATEGIES
1. The business must know or monitor the demand through
1. Competitors survey (W1,T4)
2. Inflation 2. Offerings of new filling/flavors (W1,T4)
Price differential with
competitor
3. Substitute product
4. Change of customer
preference
5. Bargaining power of
customer
COMPETITORS PROFILE MATRIX –

Competitors Profile Matrix (CPM) is a strategic analysis that allows to compare to your
competitor. There are indirect competitor who only resells the product to the market.

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Virgen milagrosa university foundation

Martin P. Posadas Avenue, San Carlos City, Pangasinan

PRODUCT AND SERVICE DESCRIPTION

Puto Flan Ingredients:

4 egg, yolks only

1 tablespoons baking powder

130 grams milk

1 tablespoons butter, melted and cooled

1/2 cup sugar

(Good for 10 pieces)

Flavored Puto Ingredients:

PUTO BIBINGKA PUTO CASSAVA

PUTCHOCO (CHOCOLATE) PUTO MALUNGGAY

COMPARISON OF THE PRODUCT WITH ITS COMPETITORS

And the production will be establish in ____

30% PUTO FLANTASTIC

DEMAND AND SUPPLY ANALYSIS

Yes 198 99%

Name Product (Puto Flantastic) Per 10 pcs (medium sized)

Puto Flantatics offers retails as low as 8 pesos.

Bella’s Calasiao Puto will be using the followimg promotional strategies:

Marketing Expenses Breakdown

 Well known puto maker and seller.

 New different product offerings.

 Clean and safe business area.

 Offers delivery/on wheels.

 New flavored puto arean't yet known to the customer

 All product are applicable for all seasons

 High demad for populated location

 . Easy to reach by the target market

 Price differential with competitor

 Change of customer preference

 Bargaining power of customer

1- Major 2- Minor Weakness 3- Minor Strength 4- Major Strength

Weight: ranges form 0/0 (not important) to 1.0 (very important)

1- Poor 2- Average 3- Above Average 4- Superior

Weight: ranges form 0/0 (not important) to 1.0 (very important)

SWOT ANALYSIS MATRIX

Weakness and Opportunities- WO Strategies

Strengths and Threats- ST Strategies

Weakness and Threats- WT Strategies

COMPETITORS PROFILE MATRIX –

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