Caselet

“Pasalubong kay Bunso”

Sitsirya Sari-Sari is a chain of retails stores selling Filipino sweets and delicacies from different
regions:

 Burong Mangga from Pangasinan

 Casuy from Palawan
 Lengua de Gato from Baguio
 Mamon Tostado from Bacolod
 Otap from Cebu
 Pastillas de Leche from Bulacan
 Piaya from Bacolod
 Pili Tart from Camarines Norte
 Pilipit from Liliw Laguna
 Pulvoron from Pampanga
 Rosquillos from Cebu
 Yema from Bulacan

Founded by spouses Eufracio and Era Ocampo, Sitsirya Sari-Sri’s tagline “Pasalubong kay
Bunso” (literally meaning “a treat for the youngest child”) is positioned as a gift of familiar
comfort snacks, that is priced reasonably with a more compelling packaging compared with
those used by cottage industry products.
Beyond the basic requirements of business, which is to grow and be profitable, reflect and
recommend the possible bigger picture mission of Sitsirya Sari-Sari. What could be more
compelling than “Pasalubong Kay Bunso”?
Since Sitsirya Sari-Sari sells filipino sweets and delicacies from different regions, I think that a
more compelling tagline aside from “Pasalubong kay Bunso”, is “Lasa ng probinsya, sa
presyong abot kaya”, based on their position in the market as priced reasonably, with products
that come from different regions. In addition, their tagline seems as if their products are
already entitled to the youngest child, and they should change it to a phrase that caters to the
whole community. Moreover, the store should also invest in other delicacies and sweets in
other provinces from the Philippines so that the customers can have a wider variety of choices.