BACKGROUND

People nowadays are starting to be more health conscious. Because of

that, many businesses started incorporating vegetables in different food

products they sell. One example of a commonly incorporated vegetable is

Malunggay or Moringa Oleifera. Malunggay is known as a miracle vegetable,

not only as a nutritional food but also for its medicinal uses. According to the

Philippine Council for Health Research and Development, one cup of

malunggay is already packed with nutrients like calcium, protein, vitamin C, iron,

and many more. It’s also beneficial for nursing mothers and children with

micronutrient deficiency. Nutritionists are raving about Malunggay’s nutritional

benefit that many food products like pandesal, coffee, tea, etc are now

malunggay-based.

Since it is common for Filipinos to have a sweet tooth I’ve decided to make

a snack that people can eat regularly, a Malunggay flavored cookie. People no

longer have to worry about calorie intake or sugar level because of this healthy

innovative snack.

PROBLEM

Some might find it bizarre to consider Malunggay as a flavor for a sweet

snack especially younger people who are naturally not fond of eating

vegetables. People might automatically assume that it might taste bland or

might not pass as a sweet snack just because it is Malunggay flavored.

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 OBJECTIVES

 To provide a healthy snack that people can eat regularly

 To develop a nutritious alternative for a well-known snack

 To get positive feedback from customers

SCOPE AND LIMITATIONS

In making this product, the basic cookie ingredients will be followed

except it is Malunggay flavored. Also, there are no other plans on making

other variant of this innovation aside from cookies.

MARKET SEGMENTATION

A. GEOGRAPHIC

Malunggay Cookies will be offered to San Pedro, Laguna and Biñan,

Laguna residents because it is best served while it is freshly baked. Long

hours of delivery in farther areas might affect the taste and form of the

finished product.

B. DEMOGRAPHIC

This product will be offered to all age group, except infants, regardless of

gender.

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 C. PSYCHOGRAPHIC

Malunggay Cookies is more accessible to individuals belonging to lower

middle class and above. It is a nutritious snack best made for health

conscious individuals who practice a healthy living lifestyle.

D. BEHAVIOURAL

Malunggay Cookies is offered to consumers who are seeking for variety

in their usual products. It is for people who are looking for an alternative

for the same regular/typical cookies they have been eating for years.

People that are health conscious will like this product because of the

nutritional benefits this product caters.

PRODUCT POSITIONING

Malunggay Cookies will have a small kiosk placed in food bazaar or food

exhibits happening in San Pedro, Laguna and Biñan, Laguna. Participating in

these food bazaar/exhibits is good for a start-up business because food

enthusiasts attending this type of gathering are usually looking for new food

products available in the market.

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 PRODUCT DEVELOPMENT

A. PRODUCT CREATION AND INNOVATION

MATERIALS AND EQUIPMENT:

 2 3/4 all-purpose flour

 1 teaspoon baking soda

 1/2 teaspoon baking powder

 1 cup butter, softened

 1 cup white sugar or coconut sugar

 1 egg

 1 teaspoon vanilla extract

 1 tablespoon moringa powder

 1 cup chocolate chips

PROCEDURE:

1. Preheat oven to 375 degrees F (190 degrees C).

2. In a small bowl, stir together flour, baking soda, moringa and baking

powder and chocolate chips. Set aside.

3. In a large bowl, cream together the butter and sugar until smooth.

4. Beat in egg and vanilla.

5. Gradually blend in the dry ingredients.

6. Roll rounded teaspoonful of dough into balls, and place onto

ungreased cookie sheets.

7. Bake 8 to 10 minutes in the preheated oven, or until golden. Let stand

on cookie sheet two minutes before removing to cool on wire racks.

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 B. BRAND NAME

“Mama H” was the chosen brand name for this product. Mama, a

synonym for Mother, represents that the product is made and baked

with love. Just like how Mothers prepare food daily for their loved ones.

H stands for Home because baking will always be an activity

experienced at home and shared with families/loved ones we value.

C. BRAND EQUITY

Mama H Malunggay Cookies will build its name in the market by

creating awareness and communicating properly the health benefits

this product provides.

D. PACKAGING

The product will be packed using a transparent plastic material so that

the product can be seen clearly. Unlike regular cookies, Malunggay

Cookies are green. The use of a transparent plastic material could help

highlight the unique color it have. Instead of sealing the product, a

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 bright red ribbon will be tied on top to make it much easier to open and

close when needed. Each package contains 5 pieces of Malunggay

Cookies.

E. LABEL

Consumers nowadays are becoming more wary about product labels.

That is why it is important to attach a proper and detailed label

especially on food products. Proper labeling should contain the brand

name, ingredients, nutrition facts, product origin, and manufacturing

date/best before date.

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 MARKET AND COMPETITION STRATEGIES

A. DISTRIBUTION

The chosen distribution strategy is direct distribution. To make this

possible, Mama H will first debut its Malunggay Cookies by participating in

food bazaars/exhibits around San Pedro, Laguna and Biñan, Laguna. Direct

distribution on particular events like food exhibits are attended by food

enthusiasts who are looking for healthy alternatives and innovative food

products. Since having Malunggay as the main ingredient of this product is

not that appealing to many, the review and rating by food experts is necessary

to help build our name in the market.

B. PRICE

The chosen pricing strategy is value-based pricing because Mama H aims

for pricing strategy that would fit with our customer’s perspective. We are

positive that customers will see the value of our product because Malunggay

Cookies is a nutritious alternative compared to commercially prepared cookies

available in the market.

C. PROMOTION

The chosen promotion strategy is Digital Advertising. Specifically, through

Social Media Marketing. Nowadays, Filipinos are becoming more tech-savvy

and a big population has access to the internet. Social Media Marketing can

help us build and spread awareness about the existence of a new healthy

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 alternative to regular cookies. Certain features in Social Media such as

location and hashtag are great tools for us to reach out easily to our prospects

and target customers. Social Media Marketing is also a great help to

communicate conveniently with customers.

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