Chapter 2

Marketing Aspect

The Marketing Aspect section identifies the current or projected demand for the proposed

products, finds out the target market for the product. Also, stated here are the potential

competitors and the strategies that the business will do to compete effectively. Applied here is

the Marketing Mix or 5 Ps of Marketing: Product, Place, Price, Promotion, and People.

Product description

Ice cream is a dietary source of two important minerals. Both calcium and phosphorus

promotes strong and healthy bones. Ice cream may cause problems for certain people because

it is dairy-based and contains lactose, a milk sugar. The researchers come up to produce a

product will serve people a good quality ice cream which contains healthy ingredients. They

name it “Carrot Ice cream” which is a derived word from the healthy vegetable which is the

Carrot. Most people know that ice cream is fattening, but this Carrot ice cream are rich in

antioxidants beta-carotene, alpha-carotene, phyto chemicals and glutathione, which are also

considered protecting as well as nourishing the skin. Carrots usually show up in savory

situations, but their sweet, creamy flavor is great in desserts, too. In this thoroughly modern ice

cream, carrots get simmered in a mixture of cream, milk, and sugar until they’re fork-tender,

then blended into a bright-orange ice cream base. but it keeps the end result balanced and bright,

like summer should be.

Size of the Industry

As of the 2020 census, Brgy. Mayapa had a population of 28,302. This represented 5.24% of the

total population of Calamba. The population of Mayapa grew from 13,258 in 1990 to 28,302 in

2020, an increase of 15,044 people over the course of 30 years. The latest census figures in 2020

denote a positive growth rate of 1.63%, or an increase of 2,091 people, from the previous

population of 26,211 in 2015. Combining age groups together, those aged 14 and below,

consisting of the young dependent population which include infants/babies, children and young

adolescents/teenagers, make up an aggregate of 24.47% (6,413). Those aged 15 up to 64,

roughly, the economically active population and actual or potential members of the work force,

constitute a total of 72.66% (19,045). Finally, old dependent population consisting of the senior

citizens, those aged 65 and over, total 2.87% (753) in all.

The computed Age Dependency Ratios mean that among the population of Mayapa, there are 34

youth dependents to every 100 of the working age population; there are 4 aged/senior citizens to

every 100 of the working population; and overall, there are 38 dependents (young and old-age) to

every 100 of the working population.

The median age of 26 indicates that half of the entire population of Mayapa are aged less than 26

and the other half are over the age of 26.

Target Market

The target market of this product is the health-conscious persons and even the potential health-

conscious because this product wanted to promote a healthy economy not just to whom whose

already healthy but also to other people that were enlightened and wants to live healthy too. The

researchers wants to give them a healthy dessert that will surely benefit the consumers in an eco-

friendly or organic way.

Price Study
 Table 1

Direct Materials Quantity Cost Total Cost

Heavy cream 1L 180 180

Carrots 1.2kl 70/kg 84
White Sugar 375gram 16 6
Orange Juice 300 ml 29 8.7

Total Cost 278.7

Units Produced 97.21

Total Direct Materials cost per unit 2.96

Source: Wet market

Manufacturing Overhead
Indirect 275 345 450

Materials(Packaging)
Water 195 195 195
Electricity 385 385 385
Telecommunication 150 150 150
Total 1,005 1,075 1,180
Units Produced 2,787.7 2,787.7 2,787.7
Total VOH per Unit 0.36 0.38 0.42

Market Segmentation

Figure 1: Market Segmentation

The Figure 1. Market segmentation, shows how the researchers divide the market

based on characteristics like; geographic, demographic, behavioural and psychographic

segmentation. In geographic segmentation, the market is divided based on their physical

location. On the other hand , demographic segmentation divide the market based on non-

character traitssuch as age, gender religion etc. Behavioural segmentation divides the market

based on their behavioural patterns like spending and purchasing habits. Lastly the

psycholographic segmentation that divides the market based on their personalities and interests.

Competitor Analysis

We considered the following products as our main competitors because our product is

somewhat similar to them

1. Dirty Ice Cream- also known as “Sorbetes”. It is peddled by sorbeteros using colourfully

painted wooden carts which usually can accommodate three flavors, each in a large metal

canister.

2. Selecta- is a popular ice cream brand in the Philippines, started in 1948. Sells various flavors

of ice cream in sticks, cones and tubs.

3. Magnolia- is a brand of ice cream and dairy products owned by San Miguel Corporation

(SMC). Also sells different flavors of ice cream.

4. Nestle- is a brand of ice cream which sells different flavors of ice cream in sticks, cones and

tubs just like Selecta and Magnolia.