Title: PJS Vacuum Packed Fresh Depulped and Seedles Jack Fruit

Executive Summary
(to be done)

II. Business Overview

The business will be a marketing arm of the Ormoc City Jackfruit Producers
Association (OCJPA). This organization was supported by the City Government of
Ormoc through the Department of Agriculture. The organization produced hybrid
jackfruits with much bigger pulp and more succulent than the native variety. Jackfruits
are favorable to be grown in Eastern Visayas which a typhoon prone region and
jackfruits are adaptable and sturdy to such adverse condition. Even with heavy rains
and strong winds, jackfruits can withstand, although strong winds may damage its
foliage but could not topple down the whole tree thus saving the tree stock and able to
recover for several months rather than replanting.
Jackfruit is commonly sold as fresh fruit whole or sliced in the market and often
sold for cooking (in unripe state). Some are also sold in processed form such as canned
and dried. The business organization, PJS Farm Fresh will be selling fresh, vacuum
sealed depulped, seedless ripe jackfruit in varied packaging volumes. Jack fruit is best
consumed for dessert or simply for snacking but the process of preparing the fruit is
laborious and the sap is unbearable for the inexperienced consumer. Consumers
especially those who want to consume just the right amount for themselves cannot
afford to purchase the whole fruit or the inconvenience of depulping of even the
portioned fruit in the market.
The competitive advantage of the PJS Farm Fresh was analyzed using the
SWOT analysis matrix shown below:
Strengths Weaknesses
 Ready to eat  Short shelf life (4 days chilled, 1
 Sanitized processing day normal room temperature)
 Healthy  Relatively high priced due to
 Varied volume packaging fit to recovery ratio per fruit
customers consumption
  Farm fresh, no pesticides and no
preservatives
 Hassle free preparation
 Available in major department
stores and pasalubong centers

Opportunities Threats
 Government is supportive of  Weather conditions may damage
jackfruit growers in Leyte jackfruit supplier farms
 Health conscious consumers  Infestation of pest and diseases in
 Consumers seek convenience maturing jack fruits
 Jackfruit processors  Competition
 Presence of fresh fruit outlets with
chillers
 Growing industry of jackfruit
growers

SWOT matrix analysis on fresh vacuum sealed depupled and seedless jackfruit.

With the controllable factors higher than the uncontrollable factors in the SWOT
matrix, the PJS will have a promising edge of the product it proposes to market. The
shorter life span of the product may be augmented by doing aggressive marketing
strategies to hasten the distribution in the market before the shelf life is reached. Market
outlets offer chillers to make the product stay fresh for given the shelf life period. The
competition with other fresh products can be mitigated by varying the packaging size
and the convenience in consuming the product.

III. Target Market

PJS Farm Fresh will initially have its market in Ormoc City. The Product will be
consumed as desert for families, transient workers, office workers, walk in customers (in
department stores) and sold in pasalubong centers and for food processor. The
Population of Ormoc City to be served by PJS Farm Fresh is shown in the assumed
data (Assumed because of data constraint) below:
Total Population (2015 census) 215,031
49,3
HH population (2015 census) 32
Poverty incidence (2015 census) 29.36%
63,133.
Poverty incidence population 10
151,897.
HH less % poverty incidence 90
4.
Average HH member 36
34,848.
HH above poverty line (estimated) 12
Total Barangays 110
6,9
Higher Income Group (assumed) 20 70
17,4
Average Income Group (assumed) 50 24
10,4
Lower Income Group (Assumed) 30 54
20,9
Govt Office Workers (assumed) 60 09
13,9
Private Office workers (assumed) 40 39
Population census of Ormoc
Year Pop. ±% p.a.
1903 16,126 —    
1918 38,174 5.91%
1939 77,349 3.42%
1948 72,733 −0.68%
1960 62,764 −1.22%
1970 84,563 3.02%
1975 89,466 1.14%
1980 104,978 3.25%
1990 129,456 2.12%
1995 143,186 1.91%
2000 154,297 1.62%
2007 177,524 1.95%
2010 191,200 2.74%
2015 215,031 2.26%
Source: Philippine Statistics Authority
Average population Growth rate (14
Yrs) 2.10%
 Income group
Higher Income Group
Lower Income Group (assumed)
(assumed) 20%
30%

Average Income
Group (assumed)
50%

PJS will be targeting all income groups of house hold to be consuming an

average of 3 packs a week. The packaging size will vary depending on the target
consumer. See table below:
Package
Consumer Classification Volume Unit

Higher Income Group (assumed) 500.00 grams

Average Income Group (assumed) 300.00 grams

Lower Income Group (assumed) 250.00 grams

Processing (Major Snack Houses) 2,000.00 grams

PJS assumed a higher volume per packaging will vary for each income group
since the higher the volume the price will relatively be higher and the decision to
purchase is very much dependent on the price of the product. Indiscriminately,
assuming that if the other income group would purchase the high volume variant, their
frequency to purchase such variant will be expected to be low. The Projected
frequency of purchase and volume per income group is shown below. PJS
conservatively projects purchase frequency of customers since the product will be
mainly consumed for dessert and as ingredient for desserts for processors. For the
household use, there will be other fruits sold in the market that will compete with the
product to be consumed as dessert after every meal.
 Frequenc
Consumer Package y Per Total Per
Classification Volume Week Unit Week Unit
Higher Income Group gram 1
(assumed) 500.00 3 s ,500.00 grams
Average Income Group gram
(assumed) 300.00 3 s 900.00 grams
Lower Income Group gram
(assumed) 250.00 3 s 750.00 grams
2 gram 8
Processors ,000.00 4 s ,000.00 grams

PJS has seven projected target markets to distribute its products. These (See
table below) outlets provide a high probability for the products to be advertised since
these are major supermarkets and possible effective promoters of the product.
Moreover, consumers of different income levels pool in to these outlets to purchase
varied products for household use and pasalubong items. These outlets also have
available chillers to preserve the products to its maximum shelf life.

Department Stores Branches

SM 1

Robinsons A 1

Robinsons B 1

Pasalubong Center (Govt Owned) 4

Pasalubong Center (Privately
Owned) 5

Processing (Major Snack Houses) 6

`Peddling

The share of the stocks of the product of PJS is shown below. PJS strategically
distributes its products to the projected outlets depending on the volume of consumers
coming in to these outlets. The variants will also distributed to these outlets according to
the projections of PJS as to which income group is commonly are going to these outlets.
 % total
share
of
% share volum
Distubution Volume Package of e per
to Projected Outlets Branches Volume Unit volume outlet

500.00 grams 20

300.00 grams 40
SM 15
1
250.00 grams 30

2,000.00 grams 10

500.00 grams 20

300.00 grams 40
Robinsons A 25
1
250.00 grams 30

2,000.00 grams 10

500.00 grams 20

300.00 grams 40
Robinsons B 20
1
250.00 grams 30

2,000.00 grams 10

Pasalubong Centers 300.00 grams 40

15
(Govt Owned) 4
250.00 grams 60

500.00 grams 40
Pasalubong Centers
15
(Privately Owned) 5 300.00 grams 30

250.00 grams 30
10
Peddling/ Walk -in   250.00 grams 100
 Volume Distribution
Pasalubong Peddling/ Walk -in
Centers 10% SM
(Privately 15%
Owned)
15%

Robinsons A
25%

Robinsons B
Pasalubong 20%
Centers
(Govt
Owned)
15%

IV. Marketing Goals

PJS projected a ten percent increase of sales per year based on its projected
market share which is 43.33% of the total market against its closely related substitute
good. There were no the same producer of depulped jack fruit in the market but as
classified as fruit and usually consumed as fruit desert, its close competitor will be the
fresh fruits which is 23% market share. Undepulped jack fruit (sliced and whole) will be
considered as a weak competitor since consumers of jack fruit prefer it to be depulped
and seedless and most of all they want to avoid the hassle of preparing because of its
sticky sap.

Higher Average Lower

Projected
Package Income Income Income
Unit Price Market
JPS VPFDJ Volume Group Group Group
share (%)
  (assumed) (assumed) (assumed)
 
  500.00 grams 75 15 10 10 11.67
  300.00 grams 50 10 15 15 13.33
250.00 grams 40 10 15 20 15.00
2,000.00 grams 295 5 5 0 3.33
Total             43.33
Competitors
 
 Fresh sliced
Jackfruit
(Not
depulped) 1000 grams 40 10 15 15 13.33
Whole Jack
fruit 12000 grams 480 10 5 5 6.67
Fresh fruits 1000 grams 70 - 160 20 25 25 23.33
Packed
Dried Fruits 150 grams 80 20 10 10 13.33

Packed Dried
Fruits 150g JPS VPFDJ - 500g
13% 12%

JPS VPFDJ - 300g

13%
Fresh fruits 1 kg
23%
JPS VPFDJ - 250g
15%

Whole Jack JPS VPFDJ -

fruit - 12kg Fresh sliced Jackfruit (Not 2000g
7% depulped) 1000g 3%
13%

Projected Market share of PJS

Below is the PJS projected marketing sales in three years. The projected volume of jack
fruit is also included so the PJS management will also secure its steady supply of raw
materials.

Packs (10% increase Projected Sales (10%

per year) increase per year) Total Kilos
Size   Total   Total
(gm) of Jack
  Packs   Sales
Fruit

Yr 1 Yr 2 Yr 3 Yr 1 Yr 2 Yr 3
 13,82 1 16,72 1,036 1,140, 1,2 3,4 2
500 3 5,205 6 45,754 ,732 405 54,445 31,582 2,877

39,49 4 47,78 1 1,974 2,172, 2,3 6,5 6

300 5 3,444 8 30,727 ,727 200 89,420 36,347 5,363

26,65 2 32,25 1,066 1,172, 1,2 3,5 4

250 9 9,325 7 88,241 ,353 988 90,287 29,627 4,120
10 110
2000 340 374 411 1,125 0,300 ,330 121,363 331,993 563
4,178 4,595, 5,0 13,8 13
Total         ,111 923 55,515 29,549 2,924

V. Marketing Strategies

Product/Service Strategy

PJS will be producing vaccum packed fresh depulped and seedless jackfruit. PJS
will serve as the marketing arm of the producers of jack fruit in Leyte. The product will
have a shelf life of three days when chilled. PJS conceptualized the creation of the
product since consumers wanted to consume the fruit but because of the hassle of
preparing it and the recovery volume which is consumable if they but undepulped is low.
PJS jack fruit will have four packaging variants fit for the type of customer.

JPS VPFDJ Package Volume Unit

 
  500.00 grams
  300.00 grams
  250.00 grams
2,000.00 grams

The packaging will be varied since some target consumers wanted it in larger volume
and some wanted it just right and solo. The process of packaging will be vacuum sealed
to preserve its freshness and more presentable and sanitary.
Packaging design will be printed on glossy, water proof paper sticker (3X5 inches) to be
more flexible in the packaging process. The design is shown below.

Pricing Strategy
 PJS adapted two pricing strategies to be meet optimum revenue and salability of
the product. Cost- plus pricing and value-based pricing will be more profitable and make
the product more marketable. Because of the recovery ratio of jack fruit, cost- plus
pricing will be safer for the business organization. This is why the selection of sources of
supply must have a high recovery ratio. The value- based pricing added more mark-up
to the price of the product since customers are aware that processing the jack fruit
would incur cost of the unusable pulp and the process of preparation. The pricing of the
PJS jack fruit is shown below.

Package
JPS VPFDJ Unit Price
Volume
 
 
  500.00 grams 75
  300.00 grams 50
250.00 grams 40
2,000.00 grams 295

Place/Location Strategy

There will be five major establishments for the PJS products to maximize its
presence in the market. PJS is planning to have a concessionaire contract with the
major shopping malls in Ormoc City which are SM, Robinsons A&B. These two major
shopping malls in Ormoc have varied customers from the higher income group to the
lower income group thus the product will be displayed to these range of target
customers. These main shopping malls also offers chilling equipments for its
concessionaires thus making the product safe, stay fresh and maximize its shelf life.
 Pasalubo
ng Cen- Peddling/ Walk -in
ters (Pri- 10% SM
vately 15%
Owned)
15%

Robinsons A
25%

Robinsons B
Pasalubo 20%
ng Cen-
ters (Govt
Owned)
15%

Pasalubong centers are also a target outlet for the product but with a relatively lower
supply of the product and variant since these outlets are visited less and customers
purchase in smaller volume. These outlets also have chilling equipment which also
ensures the freshness of the product. Walk-in purchase will also be allowed incase
customers come to the business establishment. Peddling will also be done to promote
maximize the exposure of the product especially in the government and private offices
and also to help provide income to peddlers in the same time advertising the product.
The volume for peddling is very minimal since the product is more exposed to less
favorable temperature because the peddler will only use styrofoam boxes with ice to
preserve its freshness.
% total
share of
% share volume
Distubution Volume to Projected Package of per
Outlets Volume Unit volume outlet
500.00 grams 20
300.00 grams 40
SM 15
250.00 grams 30
2,000.00 grams 10
500.00 grams 20
300.00 grams 40
Robinsons A 25
250.00 grams 30
2,000.00 grams 10
Robinsons B 500.00 grams 20 20
 300.00 grams 40
250.00 grams 30
2,000.00 grams 10
300.00 grams 40
Pasalubong Centers (Govt Owned) 15
250.00 grams 60
500.00 grams 40
Pasalubong Centers (Privately Owned) 300.00 grams 30 15
250.00 grams 30
Peddling/ Walk -in 250.00 grams 100 10

Promotional

PJS will have several strategies to promote its product. The use of tarpaulins in
major outlets will be one of the strategies of the business organization. The tarpaulin will
depict its effort in supporting local jackfruit farmers as a marketing arm ensuring
marketability if their products and increasing their income. PJS will also provide
technical expertise by sponsoring annual jack fruit farming seminars to local growers.
The tarpaulin will also provide important information in consuming jackfruit to entice
consumers to patronize the product. PJS will also participate in major trade fairs held in
major Municipalities in Leyte to promote its product. Word of mouth from peddlers and
customers will also be an effective advertising promotion. Sanitation during the
processing procedure will also be depicted in other versions of tarpaulins and
customers are free to visit the see through processing area of the business
organization. Below is the advertising tarpaulin of PJS which will be posted in major
outlets and during trade fairs.
Positioning

PJS offers a handful of benefits not only for its consumers but also for the local
growers of jack fruit in Leyte. The product will be positioned strategically to maximize
market absorption. These are the major positioning strategy of PJS product:
1. Served as a marketing arm to local jackfruit growers – the organization is mindful
of its local growers for them to flourish and improving local farmer’s lives
2. Sanitary process- the processing method passed the health standards to ensure
the safety of the consumers.
3. Healthy – the product is zero preservative, all fresh and natural and packed with
health benefits.
4. Convenient – the product is ready to eat. Zero hassle in preparing.
5. Reasonable price

VI. Implementation Activities

(to be done)
VII. Budget & Sales Forecasts
(to be done)

VIII. Evaluation of Results

(to be done)