A

FEASIBILITY STUDY

OF INTRODUCING AFFORDABLE

DISH WASHING LIQUID AND FABRIC CONDITIONER

Presented By:

Vicente G. Javier

Presented To:

Marites U. Sy, PhD

Name of Business: Bubble Shake

Proposed Project Title: Feasibility Study of Introducing Affordable Dish Washing Liquid and Fabric Conditioner

This study was conducted to determine the feasibility of putting up dish washing liquid and fabric conditioner
products as affordable alternatives to the common brands in the market. As these commodities have become a
household necessity nowadays, it would really be of great opportunity to consider its marketability and financial
returns.

This business venture shall be on a sole proprietorship by the proponent maximizing his skills and trainings in
production. The business need no more additional employees as preparation include no more than following a given
procedure to produce the products. As such, the business is considered a small-scale producer of the products.
Advertisements consist of simple introduction to acquaintances, nearby storeowners and the community within the
vicinity of the Barangay where the proponent resides.

An estimated amount of P3,000.00 that covers the raw materials and paraphernalia is needed as a starting
capital for the business. This initial amount is projected the proponent to net P600.00 per mixing cycle. Each mixing
cycle can produce up to 46 liters of both products.

Data collected and calculations in this study were based on assumptions and therefore subject to change.
Moreover, as a small-scale and home-based business venture, exact financial figures cannot be drawn up easily.

I. Area of coverage or location

The locale of the study is in Dugo, Camalaniugan, Cagayan where the proponent reside. Barangay Dugo is a
community located at the southern part of the Municipality of Camalaniugan. It is approximately 2kms from
barangay Dacallafugu, the seat of the Municipal Government. This barangay is approximately 89 kms from the
Provincial Capitol, Tuguegarao. The Barangay is bounded by barangay Bulala on the north, barangay Bantay on the
east, barangay F. Tuzon on the west and Gen. E. Batalla on the south, all of the Municipality of Camalaniugan.

Based from the old record, population of this barangay is 1,001 in 1948. At present, its population is 2,023.
From it 1,095 are females and 928 are males. Total household is 438. It is the most popular & biggest barangay in this
municipality.

Major sources of livelihood in this barangay are farming.

 II. Project Objectives

Since liquid dishwashing products are becoming more and more important products for household used and
fewer competitors compete in the market, the market is still one of a very attractive market for the new producer.
This study therefore, aims to study market demand and perception of prospective customers in order to introduce a
new brand of liquid dishwashing product into the local market. In his very humble way, the proponent of this study
will be able not only to augment his own income but help other interested entrepreneurs take an objective look at
the current market that can also become advantageous to both consumer and producer.

III. Methodology

The information for this project had been collected through the internet, supplementary news copies and
other news magazines. Other data were gathered from questionnaires, informal interviews and documents
presented by the Barangay officials.

This study was proposed by the proponent on June 28, 2015. Upon its approval the researcher reviewed and
read about past researches. After a careful reading of previous studies about the project, the researcher created the
questionnaires and prepared samples for testing. In order to have an access on the pertinent information and gather
important data about customer’s preferences when it comes to dish washing soaps and fabric conditioners,
questionnaires were used. Through these questionnaires, not only do they give out the preference of the
respondents of the product at hand, it also provides the researcher pointers to perceive the demand of such
products. The proponent used the checklist format. Data were analyzed after the completion of the questionnaire
and the testing sample product.

The proponent used the information from the school library and surf the internet to gather information
about the project, potential customers, and other information that can help the study.

Pre-test and post-test survey method were used to and analyze product/brand attributes that influence
consumers’ choices and understanding relationship between target consumer and related marketing factors. The
results finally were used as information for marketing plan writing.

Interval level was also used to measure level of variable according to the five levels on Likert’ s scale as follows:
N – 1 = 5 – 1 = .80
N 5
Means Interval level
4.21 – 5.00 Strongly agree
3.41 – 4.20 Agree
2.61 – 3.40 Neutral
1.81 – 2.60 Disagree
1.00 – 1.80 Strongly disagree

IV. Feasibility Aspects

MARKET STUDY
Marketing is a system of business activities designed to plan, price, promote and distribute want-satisfying
goods and services to present and potential customers. It is considered as the lifeblood of every business
transactions because it is a strategic way on how to cope up to the needs and wants of the costumers, finding
opportunities regarding it, introduce and market the product, achieve customer’s loyalty and patronage.

This aspect includes the following topics: demands, supply, demand and supply gap analysis, marketing
programs and the projected sales. The objective of the proposed project is to delight the customers, not just by
meeting their expectation but rather exceeding and going extra mile. Moreover, it’s about profitability.

Marketing aspect serves as the basis of the financial section through the projected demand. There can be no
discussion of profitability or of the other aspects of the study; if in the first place, there is no demand or market.
Every business is practically aspiring for productivity but practically in order to last in the business world the first
thing to take into consideration is the target market. The costumers will be the key factor to achieve the objectives of
the organization. Finding opportunities and spotting the right market are both important in establishing a business.
Knowing customer’s demand and supplying them right products at reasonable prices.

A. Demand

It is very essential to know the demand of our products in order to answer our customer needs and wants.
Knowing the demand will help us to determine the trend for our products. Analyzing the demand thoroughly will give
the projection of the total number of quantity of each product that we are going to produce daily, weekly, monthly
and annually.
 Most of consumer can get the dishwashing products’ information from mass media particularly TV
advertising since it is the effective way to reach consumer widely. While other advertising such as magazine and radio
are used to support advertisings. The consumers also stated that brand switching can be happen since they have
more choices to try in the market.

Based from the data gathered from the interview consumers look into brand and price of products because
they are sensitive to price and quality of those products. Particularly, this product is used for washing dishes only; it
can be replaced by other brands if its quality is poor or could not compete with the prevailing products in the market.
The same can be applied to the use of the fabric conditioner.

Sales promotion can be one factor that persuades the customer to buy both trail and re-purchase. There are
several brands in the market. Thus, consumers would select the best product whether price or product.
It means that there could be a chance that consumers will switch or try the new brand, but also still select their
existing brands.

Projected Demand for the Products

Market Segmentation
 Geographic
Location : Camalaniugan, Cagayan
Climate : Wet & Dry
Barangay : Dugo
Region : II
Town: Camalaniugan
Density of the Area : Urban
 Demographic
Age : 20-45 years old
Gender : Male & Female
 Psychographic
Personality : Practical
Lifestyle : Thrifty

B. Supply

The projected supply will help to determine the total satisfied market or the total number of customers who
availed the project studied. On an average, each household consumes 250 ml. of concentrated liquid dishwashing
soap in a month while an average of 75 ml. of fabric conditioner is being used by each household on a monthly basis.

C. Pricing Strategies

This venture used cost plus strategy in order to set the price of our products.

The computation would be:

Purchase Cost + Operating Cost+ mark-up=Selling Cost

D. Promotion

Based on the responses on the survey, posters (32.58%), website (31.08%) and flyers (25.31%) are the top
three advertising tools that customers want the project to use to enable to reach them. Posters will be placed in
some stores. The design of the poster can able to catch the attention of the customers because of the information
provided as well as its aesthetic. Chosen colors are pleasing to the eye and will surely boost the interest of the
customers to avail of the products. We are now living in the modern world and surfing to the internet is one of the
easiest ways to have quick access. The proponent will be using free website in order to reach wider range of possible
customers. This will be of great help for them to know the concept behind these simple products. It will also provide
good communication relationship in ways that will be giving information and they will be giving comments and
suggestions for product improvements and other concerns.

TECHNICAL STUDY
Dishwashing liquid known as dishwashing soap and dish soap, is a detergent used to assist in dishwashing. It
is usually a highly-foaming mixture of surfactants with low skin irritation, and is primarily used for hand washing of
glasses, plates, cutlery, and cooking utensils in a sink or bowl. In addition to its primary use, dishwashing liquid also
has various informal applications, such as for creating bubbles, clothes washing and cleaning oil-affected birds.

Materials Needed for Dishwashing Liquid:

a. Large basin
b. Pail and dipper
c. Funnel
d. Stirring utensil
e. Plastic bottles(1,000ml & 500ml)
f. 1 kilo CDEA
g. 1 kilo SLS
h. 1 lemon scent(50ml)
i. 250grams iodized salt
j. 18 liters purified water

Procedure:
Pour SLS in 5 liters of water. Stir well until dissolved, and then add 13 liters of purified water and CDEA. Stir
well. Add 250 grams of iodized salt and 50ml of scent, you can add food color of your choice (small amount only). Stir
well until everything has blended. Allow to cure overnight in a large basin with cover, and then transfer to their
individual container the following day.

Materials Needed for Fabric Conditioner:

a. 1 kilo Fabric softener flakes
b. 1 downy scent(250 ml)
c. Plastic bottles(1,000ml & 500ml
d. 19 liters purified water

Procedure:
Boil 5 liters of water and put the downy flakes. Stir well until creamy. Pour in a large basin and add 14 more
liters of purified water. Add 250ml of downy scent and stir well. Transfer to their individual containers.

Pricing:
In order to gain, we have to compute the total expenses for a single mixing cycle to come up with the selling
price. The selling price of the product is P55 for 1 liter container and P30 for 500ml container. The basis of the pricing
is mainly from the expenses incurred from the principal materials to be mix and on the total number of containers
being produced.
The plan for selling the produce will start on the family, relatives and friends and neighborhood. I plan also to
introduce to my officemates and to our company clients. And in the future that demand will rise, eventually it can be
offered to stores and in the market.
MANAGEMENT STUDY
Since this venture is a small-scale producer of a fabric conditioner and a liquid dishwashing soap, it does not
require many personnel. It will be a sole proprietorship type of a simple business by the proponent. The pre-
operating capital for this business will be P3,000.00.

Vision, Mission, Core Values

A. Vision
To be the first and the largest producer of dishwashing liquid and fabric conditioner in Northern Philippines
heading towards product innovation, quality management and 100% customer satisfaction.

B. Mission
The proponent shall:
 Commit himself in building customer loyalty and confidence by innovating and emphasizing the
highest level of safety and quality in product management.
 Cultivate resources to provide community services through employment and sponsorships.
 Strictly implement the policy of observing the highest quality of standard to ensure the hazard-free
environment.
C. Core Values
In its pursuit of its vision-mission the proponent is expected to develop and live according to these values:
 Godliness
 Integrity
 Industry
 Excellence

FINANCIAL STUDY

month No. of produce Price per Total(gross) Net income

products 1,000ml
1 40 55 2200 660
2 80 55 44000 1,320
3 120 55 6600 1,980
4 160 55 8800 2,640
5 200 55 11000 3,300
6 240 55 13200 3,960
7 280 55 15,400 4,620
8 1000 55 55,000 16,500

Since we are just new in this kind of business and we are at small scale production, we can see that the net income is
just good for a beginner. But if we try to look deeper in the chart assuming mass production starting at even 1,000
bottles-at 1,000ml/bottle-total of produce product, there is a clear view of a potential business and income of the
venture.
Likewise, we have to consider that when we plan to produce more products we expect depreciation on the principal
components of the product, at least ten percent discount since we buy in a wholesale manner or large amount in
quantity.
SOCIO-ECONOMIC STUDY
CONTRIBUTION TO THE PHILIPPINE ECONOMY

Every business establishment will be of great help for the growth and development of the Philippine
economy. These will only be possible if every firm will be responsible enough to perform their duties and obligations
to their customers, community and of course to the government.

Bubble Shake will definitely contribute additional earnings to the government by means of paying right taxes
should this venture prosper to be a large scale producer of the said products not to mention the possible expansion
and introduction of new products. Through this, the government will be empowered to perform its functions well
including continuous support and assistance to the business industry, providing projects for the community such as
building infrastructures, public schools and hospitals, strengthening the armed forces for the security and protection
of the people and other indispensable projects that will benefit the nation.

ENVIRONMENT CONSERVATION

Bubble Shake will be sensitive enough to the environment by means of assuring that the processes involved
in the business operations will be environmental friendly. Moreover, this small project will apply the principle of
Corporate Social Responsibility (CSR). It will observe proper waste disposal in order to maintain cleanliness and
orderliness. This will also help to lessen pollution that causes different diseases and health problems to many
Filipinos. The proponent will allocate enough budget to sustain the execution of waste management in its operation.
V. FEASIBILITY FINDINGS

After studying all the aspect of the business from mark-up to management, we found out that the project is feasible
because of the following reasons:
 The business has great market acceptability, (84%) of the total population are willing to try and use the
product as an alternative to what they currently use.
 The location o the business is accessible enough to meet a wider range of possible customers.
 Products being offered are appreciated by the customers.
 The business will have competitive advantage in terms of the products being sold because they have been
produced in the same area where they reside and the proponent enjoys their trust and confidence.
 Prices of the products are affordable enough to meet customer’s purchasing power at the same time can
cover up proponent’s expenses that will result to net profit.
 Raw materials needed are readily available in the market.
 The business does not require big pre operating capital and yet can have good market standing that will
boost the sales of the business.
 BUBBLE SHAKE SURVEY AND EVALUATION SHEET

Dear Customers,

I am currently studying the feasibility of putting up a business venture on the production of a home-made fabric
conditioner and liquid dishwashing detergent that would be economical and effective for your everyday needs. I seek
your generosity in answering the following questions.
I. Personal Information
Name:_________________________
Gender:_______________________
Age:__________________________

II. Direction: Answer the following questions by putting a checkmark on the space provided that correspond your
answer.
1. Do you use a liquid dishwashing detergent and a fabric conditioner?
( ) Liquid dishwashing detergent only
( ) Fabric conditioner only
( ) Yes
( ) No
2. Where do you buy your fabric conditioner and liquid dishwashing detergent?
( ) Sari-sari store
( ) Supermarket
( ) I make my own
( ) Online
3. What form of media have you encountered the brand that you currently use?
( ) Newspaper
( ) Internet
( ) Poster
( ) TV
4. How often you purchase the product??
( ) Every Month
( ) Every Week
( ) Others______________
5. What kinds of package do you like to buy?
( ) Mini-Bottle
( ) Bottle
( ) Refill
( ) Others______________
6. Have you ever tested other brands?
( ) Yes
( ) No
7. Rank the qualities you look for in a dishwashing detergent and fabric conditioner?
( ) Quality
( ) Price
( ) Packaging
( ) Quantity
( ) Skin Care
( ) Advertising
( ) Brand
( ) Smell
( ) Others___________
 BUBBLE SHAKE SURVEY AND POST TEST SHEET

After using the new product, how do you feel about it?

Legend:

5 Strongly Agree
4 Agree
3 Moderate
2 Disagree
1 Strongly Disagree

Psychical Attitude   5 4 3 2 1
  Packaging of the product          
  Color of the product          
  Smell of the product          
  Time using to clean          
  Easy to wash out          
  The dishes are clean          
  Friendly to your skin          
Value for Money            
  P50.00 for 1,000 ml.          
  P30.00 for 500 ml.          
           
Level of Satisfaction            
I like this product but stick to my old
  brand.          
I am satisfied with this product and
  consider using it sometimes.          
  I am switching to this product.