PRODUCT DEVELOPMENT OF PASTILLAS USING BITTER GOURD;

A FEASIBILITY STUDY

An Undergraduate Thesis Proposal

Presented to the Faculty of Business Science Cluster
Rogationist College

In Partial Fulfillment
Of the Requirements for the Degree
Bachelor of Science in Hospitality Management

Jermin P. Bati
Keith E. Madronero
Harvey L. Roa
Ashly O. Sebastian

May 2024
 CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

This chapter includes the introduction, statement of the problem, scope

and limitation, conceptual framework, the significance of the study, and the

definition of terms used.

Background of the Study

A unique flavor combination can be created by combining the bitterness of

bitter gourd with the sweetness of pastillas, which could create delicious and

beautiful culinary experiences. According to Sevilla and Calara (2020), Millions of

people around the world love sweets. In many ways, they look forward to a bite

of sweets or a balance of savory, bitter, sour, and salty tastes. Sweets and

delicacies have been tempting packed grub to kids, while to adults, they have

craved for these delicacies. In the Philippines, confections qualify when

something is made with another or using new ingredients.

Pastillas, literally known as milk candies, is an integral part of food culture,

and one of the favorite sweet delicacies or desserts among Filipinos. Cow’'s milk

and sugar, flavored with various ingredients, are the traditional ingredients of

these sugary snacks. Its main ingredient is cow’s milk, which is essential in the

dessert, which is called pastillas. Cow's milk is regarded as a complete food

since it contains vital micronutrients like vitamins and minerals, along with high-

quality protein (Sevilla and Calara, 2020).

 Ampalaya, also known as bitter gourd or bitter melon, the bitter flavor of

bitter gourd makes it unpopular with most people. Still, the fruit provides a

number of important nutrients (Gayathry and John, 2022). Bitter gourd is a high

source of flavonoids, other polyphenol chemicals, and antioxidants that can help

lower your chance of developing a variety of health problems. The bitter gourd

has a lot of polyphenols. These substances are well renowned for their capacity

to reduce bodily inflammation. The potential anti-inflammatory benefits increase

with their number (Mikstas, RD. LD., 2022).

The primary objective of the study is to create and assess the feasibility of

pastillas bitter gourd as an alternative sweet. Researchers are trying to mix bitter

gourd with sweet pastillas to improve the traditional sweets nutritional content.

Research claims the vegetable is indeed bitter but has minerals that can

lower blood sugar levels. According to Henrylito Tacio (2019), Ampalaya is

touted as ally of those with diabetes. During the time of Dr. Francisco Duque as

health secretary, a circular was issued reinstating ampalaya as a scientifically

validated herbal medicinal plant that can lower elevated blood sugar levels. In

2003 then-Health Secretary Manuel Dayrit classified ampalaya as a "folklorically

validated herbal medicinal plant." The reclassification came about in view of

recent clinical evidence on the efficacy of ampalaya in capsule or tea form as a

useful dietary adjunct in the treatment of Type 2 (non-insulin dependent)

diabetes. Results of the study conducted by the Philippine Council for Health

Research and Development (PCHRD) elevated the ampalaya from a mere

nutritional supplement to a real medicine. The study was certified by the

Philippine Institute of Traditional and Alternative Health Care (PITAHC).

The research revealed that children and young individuals in the

Philippines share common environmental influences affecting their food

preferences and eating behaviors. A study conducted by the World Health

Organization, as reported by Joseph Morong on "24 Oras," revealed that 74

percent of Filipino children consume fewer than three portions of vegetables

daily. The diets of children in the Philippines are changing. Children are eating

fewer fruits and vegetables, and more sugar, salty and fatty products. (Morong,

2023).

The constant and heavy consumption of the Filipinos of sweet foods has

led them to become prone to developing diabetes and other cardiovascular

diseases. Based on the International Diabetes Federation (2024), the Philippines

is one of the 38 countries and territories of the IDF Western Pacific region. In the

year 2021, the Philippines total population of adults are 66,754,400 and

4,303,899 are diabetic adults.

Apart from the study's primary goal mentioned above, the unique concept

of pastillas bitter gourd, specifically found in five (5) novelty shops in Tagaytay

City, Cavite, aims to find out if pastillas bitter gourd can be marketed and turned

into business. It also aims to gather information about a product that can satisfy

the market's need for healthy options while simultaneously satisfying Filipinos'

desire for sweets.

Statement of the Problem

The researchers came up with an idea of creating a unique alternative

sweet by examining and exploring this creative and innovative sweet that is

made of its main ingredients, bitter gourd and powdered milk. It also aims to

gather information about a product that can satisfy the market's need for healthy

options while simultaneously satisfying Filipinos' desire for sweets.

The primary objective of the study is to create and assess the feasibility of

pastillas bitter gourd as an alternative sweet in selected five (5) novelty shops in

Tagaytay City, Cavite namely Amira's, Cecilia's, Loumars and Rowena's. The

researchers will use five (5) employees of each novelty shops and twenty-five

(25) customers as their respondents of the study around Tagaytay City, Cavite

specifically located at Francisco, Tagaytay City and SVD road.

This study sought to answer the following questions:

1. What is the preference of the respondents in terms of:

1.1 Service Marketing Mix;

1.1.1 Product;

1.1.2 Price;

1.1.3 Place;

1.1.4 Promotion;

1.1.5 People;

1.1.6 Process;
 1.1.7 Physical Evidence?

2. Based on the findings, what would be the business plan for the proposed

business in terms of:

2.1.1 Marketing aspect;

2.1.2 Technical aspect;

2.1.3 Organizational aspect;

2.1.4 Financial aspect?

Significance of the Study

The outcome of the study is believed to be remarkable to the following

persons concerned:

Adults

This study will benefit adults by providing them with an alternative sweet to

satisfy their comfort and emotional satisfaction.

Children

This study will assist in providing the children with healthier substitutes for sweet

treats.

Consumers

To provide consumers with a new eating experience with a product that features

both the sweet taste of classic Pastillas and the slightly bitterness of bitter gourd.

Entrepreneurs

This study will benefit entrepreneurs and businesses by giving them ideas about

producing and selling a unique product.

Farmers

This study will benefit farmers by patronizing the bitter gourd, and they will

increase their productivity to provide the market with lots of bitter gourd.
Health-Conscious Individual

This study will offer a substitute sweet without making them consider their health

when consuming it.

Future Researchers

This research will serve as a reference for future researchers who will later be

conducting research related to the topic. Also, this study will give them

information and ideas about new innovative products focusing on the healthier

side.
Scope and Limitations

This study aims to assess the feasibility of creating pastillas bitter gourd

as an alternative sweet. Also to gather information about a product that can

satisfy the market's need for healthy options while simultaneously satisfying

Filipinos' desire for sweets. It identifies the preferences of the respondents in

terms of the 7P's of the service marketing mix, such as product, price, place,

promotion, people, process, and physical evidence. Also based on the data that

will be gathered, the business plan for the proposed business will include aspects

such as marketing aspect, technical aspect, organizational aspect and financial

aspect.

The respondents would be the employees and customers of the five (5)

selected novelty shops in Tagaytay City, Cavite namely Amira's, Cecilia's,

Loumars, and Rowena's. The researchers will use five (5) employee members of

each novelty shops and twenty-five (25) customers as their respondents of the

study around Tagaytay City, Cavite specifically located at Francisco, Tagaytay

City and SVD road.

Conceptual Framework of the Study

The conceptual framework of the study contains a detailed examination of

various aspects. This includes the preference of the respondents in terms of

service marketing within product, promotion, people, process, physical evidence.

Also, study it based on the findings, what would be the business plan for the

proposed business in terms of marketing aspect, technical aspect, organizational

aspect, and financial aspect. It includes a process involving systematic data

collecting, classifying, and interpretation. Ultimately, the objective is to develop a

comprehensive business plan for pastillas using bitter gourd.

PROCESS

• Data Gathering
• Data Classifying
• Data Interpretation
 Figure 1. Research
INPUT OUTPUT
Paradigm
1. What is the preference
of the respondents in
terms of: Figure 1. Research
1.1 Service Marketing
1.1.1 Product; Paradigm shows the input
1.1.2 Price;
1.1.3 Place; data that includes the
1.1.4 Promotion;
1.1.5 People; preference of the respondents
1.1.6 Process; • A Feasibility Study
1.1.7 Physical concerning the service of Pastillas Using
Evidence? Bitter Gourd
2. Based on the findings, marketing mix in terms of • Business Plan
what would be the
business plan for the product, price, place,
proposed business in
terms of: promotion, people, process,
2.1.1 Marketing
aspect and physical evidence.
2.1.2 Technical
aspect
2.1.3 Organizational To gather data, the
aspect
2.1.4 Financial researchers provided
Aspect?
questionnaires to the

respondents which were later sorted, tallied, analyzed, and interpreted. The

output of this study is a feasibility study of Product Development Of Pastillas

Using Bitter Gourd; A Feasibility Study that includes marketing, technical,

organizational, and financial aspects. Furthermore, a comprehensive business

plan was developed to guide the researchers to start and manage the business.
Definition of Terms

The following terminologies were used both conceptually and operationally

to help the readers have a better understanding of the study:

Ampalaya is a term commonly used by Filipinos to refer to bitter melon or bitter

gourd.

Bitter Gourd is often referred to as bitter melon. Most people dislike bitter gourd

because of its bitter flavor.

Diabetes is an illness brought on by an excessively high blood glucose level,

often known as blood sugar.

Feasibility Study is an analysis of the viability of an idea.

Financial Aspect is a set of financial projections that is always backed by the

research in the study.

Marketing Aspect is the market situation where the service can be identified.

Organizational Aspect is developed to establish how a business operates and

assists a business in obtaining its goals to allow for future growth.

Pastillas referred to as milk candies, are a staple of Filipino cuisine and a

beloved treat. The classic components of these sugary snacks are sugar and

cow's milk.

People refer to those who are employed by the business to provide services and

serve as touch points for customer interaction among others.

Physical Evidence is the area that customers see when they enter a store. This
could mean the design and layout of a shop.

Polyphenols are widely recognized for their ability to decrease inflammation in

the body.

Price refers to the value that a customer gives to avail the service.

Process is an element of service that sees the customer experiencing the

business’ offering.

Promotion refers to any type of marketing communication used to inform or

persuade target audiences of the relative merits of a product.

Service marketing mix refers to the combinations of 7P’s (product, place, price,

promotion, people, process, and physical evidence) that a company uses to

connect to its customers.

Sweets are among the foods that individuals eat to combat stress, drowsiness,

and hunger, if not to increase their level of physical and mental activity.

Technical Aspect involves an assortment of machines, processes, and

materials

that are present in industry, transport, and communication.

Vegetable children rarely eat, especially when it comes to bitter foods due to

their taste.
 CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter discusses the different related literature and studies that are

relevant to the present study and the synthesis.

Services marketing are dominated by the 7 Ps of marketing namely

Product, Price, Place, Promotion, People, Process and Physical evidence. The

7P framework is one of the most popular frameworks for deciding a marketing

strategy, right from strategy formulation to actual implementation (Dr. Kar, 2019).

Analyzing the particular needs of your target audience might be helpful

when trying to improve your marketing strategy. To enhance customer happiness

and brand recognition, you can use audience data by adhering to industry best

practices, such as the seven Ps of service marketing. Therefore, service

marketing differs from product marketing because it allows customers to

personalize services based on their needs and receive them by meeting the

service provider in person. Typically, the customer can begin using the service

immediately upon purchase. Service marketers often persuade their target

audiences and increase sales by using a framework called the seven Ps of

service marketing, a set of best practices that builds upon the four Ps of product

marketing (Indeed Editorial Team, 2023). Additionally, the seven Ps are

important because they can help you plan and lead discussions about a

business' marketing practices, whether the company sells products, services or

both. If you're marketing a service or product, you can consider the seven Ps to
help you sell it effectively. This set of best practices is easy to remember since

each step focuses on a different factor contributing to increased sales. Reviewing

the seven Ps can help a company develop an effective marketing plan that may

increase sales (Indeed Editorial Team, 2023).

As stated by Khatabook (n.d), each of the seven principles of service

marketing mix was defined individually to help in understanding. The first P of the

service marketing mix is the Product which includes quality, packaging, design,

and brand. When creating a product, it is essential to consider whether the target

market or audience wants it. From the business perspective, the services

typically fall under intangible products. Every marketing mix component should

focus on the service or good you are selling.

Sweet mostly describes the flavor that comes from eating sugary foods.

This can include candies, pastries, fruits, and even savory dishes that

incorporate sweet ingredients like honey and sugar.

Pastillas de leche are milky candies wrapped in Japanese tissue paper or

"papel de hapon” (Tasting Table, 2023). Additionally, Pastillas de Leche is a soft

and milky candy loved by Filipinos for generations. The name is derived from the

Spanish words pastillas (pills) and leche (milk). It started off as a simple dessert

cooked by local farmers. The original recipe uses fresh carabao’s milk, sugar,

and citrus zest. These candies are commonly packed in plain white paper and

sold in delicacy stores. However, the traditional Pabalat (skin or wrapper) is used

as an exquisite wrapper for these delectable sweets (Barbosa, 2024).

 Further, pastillas are one of the famous delicacies in the Philippines. It is a

candy-like dessert that is made of carabao milk and confectioners’ sugar. Many

people love pastillas because it is very handy; you can eat and buy it in souvenir

shops (Moyalde et.al, 2020).

Evaporated and condensed milk is an additional option in the event that

cow's and carabao milk are not available. According to Souichi (n.d), Pastillas de

Leche, if directly translated from Spanish means “milk tablets” or “milk pills”

which basically describes this Filipino sweet delicacy. This is made from

evaporated milk with some mixtures to make it like a dough. The dough will be

formed into a small shape and be coated with sugar.

As explained by Tasting Table (2023), Sweets have a unique place in our

cultural consciousness since they are associated with festivity, tradition, and

celebration. Sweets are a fundamental part of our rituals and customs, tying us

together in moments of happiness and companionship. In this way, candies

become not just sources of enjoyment but also archives of cultural identity and

legacy, binding us together in the present while tying us to our history.

Moreover, sweets are typically associated with culture in many different

societies worldwide. Almost certainly influenced by Spaniards who were

stationed here and looking to replicate something sweet and dairy-like from back

home, pastillas are made of just milk and sugar. The milk and sugar are boiled

together until thickened, then cooled and formed by hand into little mini-logs that

are often rolled in more granulated sugar before they are individually packed in

cellophane and paper. If the mixture is allowed to boil to the point that it starts to
get darker in color, almost moccha like, this is known as “tostado.” Bulacan

seemed to be the epicenter for pastillas production but lately some of the best

pastillas made from pure carabao milk come from Nueva Ecija. Some

commercially made pastillas shortcut their recipes by adding condensed milk that

results in a faster cooking process but also an extra sweet outcome (Market

Manila, n.d).

According to Parducho, R. (n.d), in the Philippines, particularly in San

Miguel, Bulacan, the production of pastillas de leche from cara- bao's milk has

become a cottage industry. In this form, surplus carabao's milk can be preserved

for a relatively long period of time. A perfect food, carabao's milk contains

valuable nutrients such as fat, protein, vitamins, minerals and carbohydrates.

Based on the study of Better Health Channel (2022), a small amount of

sugar is safe for people with diabetes. There is no evidence that a diet high in

sugar directly causes either type 1 or type 2 diabetes. However, being

overweight or obese is a risk factor for type 2 diabetes and perhaps someone

who is overweight might also eat a lot of sugar. In the past, people with diabetes

were told to avoid eating all foods containing refined sugar. This was because it

was believed the sugar would have a bad effect on their blood glucose levels.

However, more recent research on the glycaemic index has shown that sugar

affects blood glucose levels less than some other more starchy foods, like refined

bread and breakfast cereal. People with diabetes can have a small amount of

sugar in their diet. If you are adding sugar, it is best to add it to healthier foods

such as whole grain breads and cereals.

 And because pastillas are made of some nutritious ingredients, eating

them can be considered healthful; nevertheless, because pastillas are sweet,

excessive consumption, especially sugar, may be unhealthy. Based on Harvard

School of Public Health (2023), regularly consuming sugary foods and drinks

increases your risk of heart disease. Sugar's acid-forming effect increases

inflammation in the body, which can lead to gout in the long term. Candy and

sweets increase insulin levels, putting you at a greater risk of developing

diabetes. Eating candy and sweets as part of your diet adds a lot of empty

calories to your daily caloric intake, which can easily cause excess weight gain

and lead to obesity.

Vegetable, the edible product of a herbaceous plant-that is, a plant with a

soft stem, as distinguished from the edible nuts and fruits produced by plants

with woody stems such as shrubs and trees. Vegetables can be grouped

according to the edible part of each plant: leaves (lettuce), stalks (celery), roots

(carrot), tubers (potato), bulbs (onion), and flowers (broccoli). In addition, fruits

such as the tomato and seeds such as the pea are commonly considered

vegetables (Vegetable Research and Information Center, 2020).

Bitter melon, (Momordica charantia), vine in the gourd family

(Cucurbitaceae) that grows throughout India (but especially in Kerala), China,

and Southeast Asia. Bitter melon, also called bitter gourd or bitter cucumber, is

gnarled, covered in warts, and shaped like a rather pointy cucumber. It is picked

when green, before it ripens, while it is still hard. All food cultures that enjoy its

intense flavor scoop out the seeds in the middle to stuff it, but bitter melon is
more commonly chopped (Raffael M., 2023). Additionally, bitter melon (also

known as Momordica charantia or bitter gourd) is a plant that gets its name from

its taste. It becomes more and more bitter as it ripens. It grows in a number of

areas, including Asia, South America, the Caribbean, and East Africa. People

have used bitter melon for a variety of medical conditions over time (Silver,

2021).

According to Joseph and Jini (2019), Diabetes mellitus is among the most

common disorders in developed and developing countries, and the disease is

increasing rapidly in most parts of the world. It has been estimated that up to

one-third of patients with diabetes mellitus use some form of complementary and

alternative medicine. One plant that has received the most attention for its anti-

diabetic properties is bitter melon, Momordica charantia (M. charantia),

commonly referred to as bitter gourd, karela and balsam pear. Its fruit is also

used for the treatment of diabetes and related conditions amongst the indigenous

populations of Asia, South America, India and East Africa. Abundant pre-clinical

studies have documented the anti-diabetic and hypoglycaemic effects of M.

charantia through various postulated mechanisms.

Meanwhile, as stated in Philippine News Agency (2023), the diabetes

prevalence in the Philippines is 6.3 percent, resulting in a ratio of one in 14

Filipino adults living with the disease as of 2019. In a media Kapihan forum on

Wednesday, Diabetes Philippines, Inc. Board of Trustee, Dr. Cynthia Sanchez

said of the 63,265,700 Filipino adults in 2019, 3,993,300 have diabetes.

Additionally, according to preliminary data between January and September

2023, 6.4 percent of deaths in the Philippines were caused by diabetes mellitus

diseases. Deaths from such illnesses peaked in 2020 when the share of deaths

was 6.5 percent. Diabetes mellitus is diagnosed when glucose is high in the

blood (Statista Research Department, 2024).

According to Lorraine Bunag, L., R.N. (2023) Its ability to lower blood

sugar levels is perhaps one of the most well-known bitter gourd benefits,

particularly for Filipinos with diabetes. One report revealed that drinking juice or

tea made from the fruit could reduce the level of blood sugar by increasing

secretion of insulin, the hormone that helps glucose to enter cells. Preventing the

gut from reabsorbing glucose. Preserving the islet beta cells that secrete insulin.

Improving peripheral glucose utilization. Suppressing gluconeogenic enzymes

that help create glucose from noncarbohydrate sources. Finally, the report also

said that bitter gourd contains antidiabetic agents that help improve glucose

tolerance.

Moreover, some studies suggest bitter gourd may lower blood sugar, this

vegetable is not yet approved to be used as a diabetic treatment. Bitter melon

contains many nutrients that can be beneficial to your health. It’s linked to

lowering blood sugar, which some studies suggest means it can aid in diabetes

treatment. Bitter melon is considered a complementary or alternative medicine.

Therefore, the use of bitter melon isn’t approved by the Food and Drug

Administration (FDA) for the treatment of diabetes or any other medical condition

(Silver, 2021).
 Additionally, according to the same study of Silver (2021), Bitter melon is

linked to lowering the body’s blood sugar. This is because the bitter melon has

properties that act like insulin, which helps bring glucose into the cells for energy.

The consumption of bitter melon can help your cells use glucose and move it to

your liver, muscles, and fat. The melon may also be able to help your body retain

nutrients by blocking their conversion to glucose that ends up in your

bloodstream. Bitter melon isn’t an approved treatment or medication for

prediabetes or diabetes despite the evidence that it can manage blood sugar.

As stated by Khatabook (n.d), each of the seven principles of service

marketing mix was defined individually to help in understanding. The second P of

the marketing mix is Price, which indicates the amount of money the buyer is

ready to spend to obtain your product. How the intended market behaves to

prices, fees, and other discounts depends on the company's pricing tactics.

Consumers consider the cost as a measure of the quality of the good or service.

The sales, demand, and perception of your brand are all significantly impacted by

pricing changes. Therefore, while deciding on a price, marketers should consider

the product's worth and consider the various aspects of different pricing

strategies.

Additionally, according to the study of Aranas, et. al. (2023), pricing stands

out as a pivotal marketing tool with the potential to shape consumers' feelings,

perceptions, and behaviors. The reactions of consumers to price promotions are

particularly crucial in the context of pricing strategies. The study underscores that

specific discount patterns employed in price promotion scenarios play a vital role
in influencing both the cognitive and emotional perceptions of consumers,

thereby contributing significantly to the sustained success of products and

companies. The research findings affirm that price promotion scenarios have a

substantial impact on perceived price attractiveness and purchase intention.

Consequently, businesses are advised to move away from rigid fixed pricing

methods. Instead, the study suggests the adoption of discounted price promotion

methods, aiming to mitigate consumers' perceived monetary sacrifices and

concurrently enhance the perceived value they can derive from the product. In

addition to these insights, it is pertinent for businesses to regularly assess and

adapt their pricing strategies based on dynamic market conditions, consumer

preferences, and competitive landscapes. Employing data-driven approaches

and conducting periodic market research can provide valuable insights into

optimal pricing structures and promotion tactics tailored to specific target

audiences. Furthermore, fostering transparent communication about the value

proposition associated with pricing strategies can build trust and credibility

among consumers, reinforcing the overall effectiveness of marketing initiatives.

The reason why people buy sweets is because sweets have mood-

boosting properties. As stated by The Grocer (2023), the most cited reason for

buying sweets is to “lift mood”: 60% say this is why they head for the sugar

confectionery fixture. The next most common reasons are “for refreshment”

(37%) and “to treat the kids” (30%).

As stated by Sebastian, et.al., (2020

) a significantly larger percentage of adults in the midd
 Additionally, the Philippines Candy Market is anticipated to grow at a

higher growth rate during the 2023-2029. The Philippines candy market presents

a range of opportunities for candy makers to innovate and meet evolving

consumer preferences. With a growing demand for unique and healthier candy

options, as well as the popularity of traditional sweets, the market is poised for

continued growth in the coming years (Research, 2023). Nowadays, a regular

one piece of candy can be bought for Php 1.50 wherein a one pack of candy

ranges from Php 30-40.

As stated by Khatabook (n.d), each of the seven principles of service

marketing mix was defined individually to help in understanding. The third

marketing mix is the place, place in the context of the service marketing mix

refers to the distribution and accessibility of your products to potential customers.

Direct client feedback should decide the location and method of sale of your

product. Once you have a good grasp of their purchasing habits and can target

them at the appropriate stage in their buying cycle, you will know where to

promote and display your products and services. This can be both in the digital

space and in the physical market.

Additionally, the study of Khanifah (2022), indicates that location

significantly affects purchasing decisions, customer satisfaction, and customer

loyalty. The study underscores that the influence of location on purchasing

decisions is a pivotal factor in shaping customer loyalty. A strategic and

accessible location not only attracts customers but also plays a crucial role in

influencing their buying choices. Interestingly, the study reveals that the impact of

location on customer loyalty is not direct but rather operates through the

mediating factor of customer satisfaction. This suggests that while a favorable

location can positively affect purchasing decisions, it is the resulting customer

satisfaction that ultimately cements a sense of loyalty. Businesses should,

therefore, prioritize not only choosing optimal locations but also ensuring that the

overall customer experience aligns with expectations. Moreover, the study

prompts a deeper examination of the elements contributing to customer

satisfaction within a specific location. Factors such as the convenience of the

location, ease of access, parking facilities, and the overall ambiance of the

surroundings can all play crucial roles in enhancing or detracting from customer

satisfaction. Understanding these nuances can empower businesses to make

informed decisions regarding their physical presence and customer engagement

strategies.

As stated by Barbosa (2024), the Pastillas candies originated from San

Miguel, Bulacan, a province of the Philippines. Every year a Pastillas Festival is

held where people showcase their yummy milk candies wrapped in Pabalat. The

designs are not only intricate and sophisticated, but they also illustrate the

Filipino heritage such as local huts, flowers and other national symbols. Pastillas

wrapped in pabalat are only made for special occasions and orders. It serves as

an eye-catching centrepiece during feasts and fine gatherings. It also became

popular among Filipino overseas workers who buy these beautiful confections as

pasalubong (souvenir). Interestingly, Bulacan's Pastillas Festival only began in

2006 to celebrate the renewed appreciation for the craft. Pabalat artists conduct

workshops so that people can learn their unique craftsmanship.

In addition, pastillas, literally known as milk candies, is an integral part of

food culture, and one of the favorite sweet delicacies or desserts among

Filipinos. Traditionally such sweet munchies are made from carabao’s milk and

sugar, now with different flavors. The well-known ‘Pastillas De Borlas’, smooth in

texture, creamy, shaped into small cylinders, and wrapped into tin and shiny

paper is worthy of recognition specifically in Bulacan and in Pampanga (Sevilla

and Calara, 2020).

As stated by Khatabook (n.d), each of the seven principles of service

marketing mix was defined individually to help in understanding. The fourth P of

the marketing mix is Promotion, promotion mix component refers to what is

communicated, who receives it, how that audience is reached, and how often it is

advertised. Successful marketing plans often include promotional tactics,

including advertising, direct marketing, and in-store promotions. The purpose and

guiding principle of the promotion mix are to raise sales and brand recognition.

Social media is a powerful tool for building relationships with your

customers. It offers the perfect platform for showcasing the vibrant visuals

associated with candy stores. Through creative content, behind-the-scenes

looks, and engaging stories, you can create an interactive experience that

extends beyond your physical location. Encouraging user-generated content can

also play a significant role in how to market effectively by fostering a sense of

community and belonging among your customers. For candy stores, this means

having an attractive, user-friendly website that highlights your unique offerings

and brand identity. Remember, authenticity wins on social media, so keep it real

and fun (Desygner Team, 2024).

Moreover, provide aesthetically appealing content that highlights the

ingredients, preparation process, and cultural background of pastillas. Create

community around the brand by interacting with followers through postings,

competitions, and user-generated content (Miles, 2019).

As the author stated by Arado (2021), this is how Pinay entrepreneurs sell

up to 3,000 packs of pastillas every day. Pastillas is a classic Filipino candy

made of milk and sugar. Every Filipino child has, at some point, eaten and

enjoyed pastillas. But because of its simplicity, this milky treat isn't something

that often comes to mind when one thinks of starting a food business. With only

P3,000 as starting capital, she thought of ways to make her version of the milk-

based confection stand out. Channeling her creativity, Candy sells pastillas that

look like sushi, burgers, macarons, and even street foods!

As stated by Khatabook (n.d), each of the seven principles of service

marketing mix was defined individually to help in understanding. Moreover, the

fifth P of the service marketing mix is People and it refers to those who work for

the company and provide customer service. In addition to generating sales,

providing satisfactory customer service helps increase your customers and

increase sales. Anyone who interacts with customers and represents your brand,
even chatbots that aren't people, needs to be an adequately qualified sales

expert with good knowledge of your product and how it can better their lives or

resolve their issues.

On the intake day, 61% of all adults consumed sweet foods, and

percentages did not differ between men (58%) and women (64%). A significantly

larger percentage of adults in the oldest age group than in the younger groups

reported a sweet food. The same relationship was observed by sex, though

among men only the youngest and oldest groups differed (Sebastian et.al.,

2020).

Moreover, according to The Grocer (2023), sweets are the go-to treat for

16% of people on average across the UK, making them the second most popular

choice after chocolate. But the popularity of sweets varies by age. People aged

over 60 are the least likely to pick sweets as their favourite treat – only 10% do –

while those aged between 35 and 44 are most likely. Among this demographic,

19% of people pick sweets as their treat of choice. Preference for sweets also

depends on living status. Single parents and people who live in shared

accommodation are most likely to treat themselves with sweets; they’re the top

choice for 20% in these groups. At the opposite end of the spectrum are empty-

nesters (10%) and people who live alone (11%).

As stated by Khatabook (n.d), each of the seven principles of service

marketing mix was defined individually to help in understanding. The sixth P in

the services marketing mix is the Process which includes how your goods and

services are introduced to the customers. Some of the crucial components of the
marketing mix, as a result of the development of online buying, are digital

partnerships and logistics.

As stated by Ignition (2021), it’s essential to identify the target audience

and consumer preferences when developing a candy product. This information

can help tailor the product to the target audience, increasing the likelihood of

success. The target audience can be further segmented based on age, income

level, and geographic location, among others. For example, if the target audience

is children, the candy product may need to be brightly colored and have fun

packaging to appeal to this age group. On the other hand, if the target audience

is health-conscious adults, the candy product may need to be made with natural

ingredients and have a lower sugar content.

As stated by Khatabook (n.d), each of the seven principles of service

marketing mix was defined individually to help in understanding. The seventh and

last P in the marketing mix is the Physical Evidence, which refers to the physical

proof of whether the business exists and whether the transactions have occurred.

In the period of digitalization, digital techniques and strategies are playing an

essential role in providing physical evidence. Invoices, follow-up emails,

Receipts, and newsletters you send to your customers are a few examples of

proof of purchases. Everything your customer can see, listen to, and even smell

about your product must be considered in relation to the marketing mix.

Naturally, this includes the products' packaging and branding, but it should also

cover how things are exhibited in stores, where they are situated, and other

factors.
 In accordance with Ignition (2021), the packaging and presentation of

candy products play a significant role in attracting the target audience's attention.

The packaging design should be visually appealing, unique, and high-quality. It

should also be consistent with brand identity. Consider using bold colors, eye-

catching graphics, and unique shapes to make packaging stand out on store

shelves. Might also consider using eco-friendly packaging materials to appeal to

environmentally conscious consumers. Don’t forget about the presentation of

your candy product. How to display your candy in-store can have a big impact on

sales. Consider using attractive displays, point-of-purchase materials, and

signage to draw attention to the product and highlight its unique features.

In accordance with the State of the Problem of this research study, it

proposed four different aspects of the business plan for the proposed business

that the study will find out after the data was gathered. Marketing Aspect refers to

the target market's characteristics, the service's description and cost, determining

the price of the competition, and a demand-supply analysis (Rigonan, n.d).

Marketing is a very important aspect in business since it contributes

greatly to the success of the organization. Production and distribution depend

largely on marketing. It is the process of introducing and promoting the product or

service into the market and encourages sales from the buying public. Since the

goal of marketing is to make the product or service widely known and recognized

to the market, marketers must be creative in their marketing activities (Labastida,

n.d). Additionally, the most helpful part in the feasibility study is the marketing

section. Without marketing, sales could collapse and businesses might have to
close. The manner in which the product is presented to the prospective customer

base determines the business's performance. The fact that the target market's

acceptance of the suggested product will determine whether or not this project is

feasible to execute (Labastida, n.d).

The marketing aspect is considered the most important area. This is so

because it describes market situations where the product can be identified

through the demand analysis. The discussion in this chapter includes the

description of the product, industry profile demand and supply situation, and the

marketing plans (Raven, 2021).

Aspects of marketing are quite important in the marketplace. Using

advertising to engage customers is a good strategy. Developing a relationship

with customers differs from promoting your products. Giving your clients

important information about your products and business is part of marketing and

advertising. It has to do with creating new materials. Maybe the best platform for

connecting with your clientele is online media. Certain associations engage their

clientele using humor-laden exploits and brief recordings (Prasanna, 2021).

Technical Aspect refers to the technical component that determines if the

suggested business can provide the best service level at the lowest possible

cost. The analysis of the stall's capacity, placement, and layout as well as its

structural specifications, operational needs, and procedure of operation. It

contains the suggested item and associated food that will be served to clients,

the location and venue of the suggested enterprise, as well as the building

blueprints and interior design. The specifics of the daily operations are also
covered by the company. This seeks to guarantee the security, ease, and

satisfaction as well as the clients' gain (Arciaga, n.d).

The technical part of a study is a great resource for long-term planning

and troubleshooting. It functions as a kind of flow chart showing how the goods

and services develop and go through the company before they are physically

offered for sale. Since it provides thorough explanations of why expenses have

been estimated high or low or whether they are even essential, this also

functions as the written explanation of financial data. It also evaluates the

specifics of how you will supply a good or service, including labor, supplies, and

transportation, as well as the location of your company and the technology

required (Mark M., n.d).

Moreover, the technical aspect of a feasibility study helps you determine

the viability of your proposed project by examining the tools at your disposal and

the costs required compared to consumer demand for this technology. These

details include necessary materials and labor, logistics of the project and

technology related to producing, delivering and tracking the products or services

you intend to develop. In addition to that, a technical feasibility study can serve

as a great planning tool by providing an overview of how your project can evolve

during the course of its development. The results of the study also require you to

troubleshoot potential problems and track the progress of your project from

concept to reality (Indeed for Employers, 2024).

 Organizational Aspect refers to Organizational viability refers to a business's

capacity to manage a project. Organizational viability is determined by the

management team's skill set, competencies, and available resources for a

successful business launch. When doing an organizational feasibility analysis,

management skill and resource sufficiency are the two main factors to take into

account. Thus, management skill and resource sufficiency are two crucial pillars

of The Rowner Community Trust that are necessary to promote training,

education, and job prospects for young people in the community (Bateman, n.d).

One of the most crucial elements of starting a business is managing it. In

order to do this, management needs to be able to strategically plan all of its

operations to leverage new technology, human resources, and financial

resources to make them productive and competitive in the industry. This covers

an analysis of the organization's executives and important personnel, as well as

the ownership structure, organizational chart, and project timeline. This plan's

primary goals are to ascertain the option of the efficacy of the organizational

structure (Tores, n.d).

The name of the company, the kind of organization, the vision and

mission, the organizational goals, the organizational chart, and the human

resources are all included under the management section. job specifications and

requirements, hiring, recruiting, and selecting employees, rules and guidelines,

project timelines, and the viability of management (Balansi, 2020).

 Lastly, organizational aspects can exert influence in the error-inducing

environment, such as managerial systems adopted, distribution of

responsibilities, people’s decision-making power, compatibility of the assignment

of activities and positions, policies and organizational practices. The

organizational culture has a great influence on the Human Factors (source of the

error-inducing environment). Organizations generate expectations and adopt

symbols, colors, practices, standards, and values, besides their own history that

in itself influences the error-inducing environment. In order for the organization to

contribute to the reduction of the error-inducing environment, it needs to provide

the means to permanently deal with issues stemming from the assignment of

responsibilities, assignment of authority, supervision activity, sources of

resources and cost indexing (Gerardo Portela da Ponte Jr, 2021).

As stated by the Finance City Center (2023), Planning the finances of your

business is an essential step towards its success. A well-designed financial plan

can help you identify potential opportunities and challenges ahead. Snacks &

Candy Shop Revenue & Sales Forecast. As part of the financial model for

opening a snack and candy store, it is essential to create revenue and sales

forecasts. This forecast should consider various factors such as store launch

date, ramp-up time, walk-in traffic, and growth assumptions. Additionally,

customer and purchasing assumptions and sales seasonality should also be

considered when creating a revenue forecast for a candy store. The launch date

of your business is crucial for its success. It’s important to choose a launch date

that considers factors such as your target audience, market trends, and
competition. The Snacks & Candy Shop financial model template provides a

guess for the month businesses start, but ultimately the decision is yours. To

ensure a successful launch, plan ahead. Plan and prepare for business start-up

activities and costs well in advance. This will allow you to properly allocate your

resources and focus on delivering a quality product or service by your launch

date. Research market trends to determine the best launch date for your

business. Consider planning a soft launch to test and refine your product or

service before the official launch date. Create a detailed launch plan with

timelines and budgets to stay on track. Remember that your launch date sets the

tone for your business. By carefully selecting the right launch date, you can give

your business a competitive edge, attract your target audience, and establish a

foundation for long-term success.

Moreover, the financial aspect refers to the Income Statement, Balance

Sheet, Cash Flow Statement, and Partners Equity Statement are all included in

the Financial Study. It seeks to ascertain whether the suggested project will be

financially successful and able to stay on the market for an extended amount of

time. The financial part of the business's computation is supported by the usage

of schedules and notes (Yvonnie, M., 2020). Financial feasibility analysis is all

about determining which model and strategies will be the most profitable for your

company. This process is essential because it assesses the profitability of each

option throughout the lifetime of that option. It analyzes debt capacity, calculates

sales model adjustments, determines the project timeline, determines start-up

costs, and projects negative cash flow (Will Kenton, 2023).

 Lastly, the importance of a financial feasibility study cannot be overstated,

especially any entity that is planning to undertake a project, investment or

venture. This type of study is a comprehensive examination of a proposed

project’s potential financial performance, including an analysis of costs and

revenue. Additionally, the study would take into account factors such as the size

of the market, competition, and pricing strategy to estimate the potential revenue.

Moreover the financial aspect of a feasibility study is a crucial step in determining

the economic viability of a proposed project or investment. It’s like a financial

roadmap that guides the decision-making process and helps stakeholders

understand the potential costs and benefits of the project. Additionally, The

purpose of an economic and financial feasibility study is to provide a

comprehensive and accurate assessment of the economic viability of a proposed

project or investment (OGS Capital, 2023).

Synthesis

The studies and literature reviewed provided useful insights and

information for assessing the feasibility of a unique sweet product which is

pastillas bitter gourd. The researchers came up with an idea of creating a unique

alternative sweet by examining and exploring this creative and innovative sweet

that is made of its main ingredients, bitter gourd and powdered milk. The primary

objective of the study is to create and assess the feasibility of pastillas bitter
gourd as an alternative sweet. Also, this study seeks to determine whether

pastillas bitter gourd can be introduced to the market and turn a profit.

To support the study, based to Brooke Villanueva (2021), Filipinos seem

to have found comfort in sweet delights amidst the COVID-19 pandemic, with

new data showing a “consistent upward trend” in their interest in sweet, candy,

and other confections since the virus outbreak began. According to research

conducted by e-commerce aggregator iPrice, the Philippines ranks third in

Southeast Asia in terms of such. “Nearly 18.8% of the country’s Google

population are looking for sweets, the highest number after Malaysia (21.8%) and

Singapore (19.3%),

Since some individuals dislike bitter gourd’s taste, the researchers looked

at several ways to produce sweet pastillas with bitterness of bitter gourd. A

sought to investigate whether adding pastillas' sweet flavor to bitter gourd would

increase its appeal to a wider audience. Determining whether this unique sweet

could be produced and marketed profitably was the primary objective.

 CHAPTER 3

RESEARCH METHODOLOGY

This chapter discusses the research design, respondents of the study,

research locale, research instrument, procedure, and statistical treatment in the

study.

Research Design

The descriptive research approach will use to check the feasibility of a

unique sweet product which is pastillas bitter gourd in selected five (5) different
novelty shops in Tagaytay City, Cavite namely namely Amira's, Cecilia's,

Loumars and Rowena's. The study conducted a survey to potential customers in

the local area to gather data on their interest in eating an alternative sweet which

is pastillas using bitter gourd. A descriptive design, according to Sirisilla (2023),

The descriptive research design involves observing and collecting data on a

given topic without attempting to infer cause-and-effect relationships. The goal of

descriptive research is to provide a comprehensive and accurate picture of the

population or phenomenon being studied and to describe the relationships,

patterns, and trends that exist within the data.

Additionally, Descriptive research methods can include surveys,

observational studies, and case studies, and the data collected can be qualitative

or quantitative. The findings from descriptive research provide valuable insights

and inform future research, but do not establish cause-and-effect relationships.

Respondents of the Study

The researchers will use five (5) employees of each novelty shops and

twenty-five (25) customers as their respondents of the study around Tagaytay

City, Cavite specifically located at Francisco, Tagaytay City and SVD road. In

selecting respondents, the researchers will use non-probability sampling which is

the purposive sampling. Purposive sampling refers to a group of non-probability

sampling techniques in which units are selected because they have

characteristics that is needed in the sample. In other words, units are selected
“on purpose” in purposive sampling. Its main goal is to provides a wide range of

techniques to draw on and can be used to investigate whether a phenomenon is

worth investigating further (Nikolopoulou, 2022).

Research Locale

The study will take place in Tagaytay City, Cavite, wherein the

researchers will conduct a survey questionnaire in selected novelty shops. The

researchers chose Tagaytay City, Cavite as the place of implementation because

it is the most visited tourist destinations in the Philippines due to its breathtaking

scenery and pleasant environment. The novelty shop branches that the

researcher chooses to conduct the study are; First, Amira's signature buco tart is

a bestseller, made using the same recipe since Amira opened in the ‘90s.

Second, Cecilia's It houses freshly baked buko pies and other delicacies for you

and your loved ones to try, they also sell barquillos, sylvanas, peanuts, and even

chicharon. Third, Loumar's is an all-around fix for your cravings, you can have

bulalo, buko pie, and tarts at Loumar’s Cafe & Restaurant. Recommended

authentic restaurant in Tagaytay Philippines famous for Buko pie. Fourth is,

Rowena's is known for Tagaytay’s best desserts. Aside from buko pie, you can

also buy tarts in assorted flavors such as mango, pineapple, ube, buko, and

more (Klook, 2024).

Instrumentation
 The researchers used survey questionnaires to gather necessary

information for the proposed market study of the development of pastillas bitter

gourd. Also, the researchers prepared two (2) different instrumentations.

The first instrumentation that the researchers will use is the adapted

questions from the study of Anjani, et al. (2019) and Dimapilis et.al (2017). The

first set determine the service marketing mix preference of the respondents. The

study suggested that the service marketing mix highly affects the patronization of

buyers to a said product or service. It consists of 22 statements that ascert which

marketing mix, such as product, price, place, promotion, physical evidence,

process and people are preferred by respondents. These factors were measured

using a 4-point Likert-scale format that includes one (1) “as not important”, two

(2) “as important”, three (3) “as can be considered”, and four (4) “as very

important”.

The second instrumentation that the researchers will use is the adapted

questions from the study of Aala, et al. (2024). It also contained the service

marketing mix, such as the product, price, place, promotion, process, people,

and its physical evidence. A similar 4-point Likert scale was employed to assess

respondents' perceptions of the service marketing mix. Participants rated

statements from four (4) for "very likely", three (3) for “likely”, two (2) for

"unlikely", and one (1) for "very unlikely" based on their experiences with the

given statement.
 Table 1. Interpretation of the Overall Service Marketing Mix

Preference of the Consumers from the study of Anjani, et al. (2019) and

Dimapilis et.al (2017).

Mean Value Description Interpretation

3.26-4.00 Very Important Essential to the business

2.51-3.25 Important Helpful to the business

1.76-.2.50 Can be considered Optional to the business

1.00-1.75 Not Important Unnecessary to the

business

Table 2. Interpretation of the respondent’s perception on the service

marketing mix of the business from the study of Aala, et al. (2024).

Mean Value Description Interpretation

3.26-4.00 Very likely The given situation and

statement are highly
occurring on the
respondents’ experience
in service businesses.
2.51-3.25 Likely The given situation and
statement are
sometimes occurring on
the respondents’
experience in service
businesses.
1.76-.2.50 Unlikely The given situation and
statement are slightly
occurring on the
 respondents’ experience
in service businesses.
1.00-1.75 Very Unlikely The given situation and
statement are not
occurring on the
respondents’ experience
services businesses.

Procedures

Once the study was approved, the researchers sought permission of the

store manager of the five (5) novelty shops in Tagaytay City, Cavite to conduct

the study by giving them a formal letter of request noted by the college dean and

the thesis adviser. The researchers will collect data using survey questionnaires.

Subsequently, the researchers gave the questionnaires to the selective five (5)

employees and 25 (twenty-five) customers in novelty shops in Tagaytay City,

Cavite. Following the receipt of the respondents' completed survey

questionnaires, the data was totaled, examined, and evaluated. This meticulous

procedure gave the researchers valuable insights for the study's findings and

conclusions and helped them comprehend the respondents' point of view.

Statistical Treatment of the Data

 The following statistical tools are used for the analysis of the data and

interpretation of the results.

To determine the demographic profile of the respondents, the researchers

utilized the frequency formula and percentage given by the formula:

% = (f / n) × 100

wherein:

f = frequency

n = total number of respondents

% = percentage

The weighted mean is utilized to determine the positioning and marketing

mix such as the product, price, place, promotion, people, process, and physical

evidence of the proposed business, given by the formula:

𝑛
𝑖 =1 (𝑥1 ∗ 𝑤1)
𝑥= ∑ 𝑤𝑖
𝑛

Wherein:

Σ = Summation

w = the weights
x = the value