Republic of the Philippines

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

BS Entrepreneurship
SAN JUAN CAMPUS

Focus Group Discussion with OJTs

Updates as of November 1, 2023

-FOCUS GROUP DISCUSSION WITH OJTs

Date: October 27, 2023 Friday

9: 00 PM – 10:00 PM
Venue: Online - Gmeet
Participants: Attendees Britt, Kyle B. Ferrer, Cheska
Movilla, Marjorie Reyes, Geraldine
Racoma, Ruth Gonzales, Shaina
Santos, Aevril Lavigne
Vistal, Diana Jone (Facilitator)

Minutes Taker Vistal, Diana Jone

ACTION ITEMS COMPLETED – NEXT STEPS
TOPICS ACTION ITEM UPDATE LEAD TIMELINE
Introduction To discuss the purpose of the  The OJTs agreed to be part of the focus group  Vistal
discussion and acknowledge the discussion and gives informed consent for the meeting
participation of the OJTs to be recorded.
Product Aspect and To discuss Bean & Berry’s  The OJTs initial thoughts of Bean & Berry is a healthy  Vistal
Feature product aspect and feature alternative to traditional coffee. For them, the fusion of
o Initial thoughts fruits with coffee is a fresh take especially for non-
o Specific Features coffee lovers.
o Public reaction  For specific features, the OJTs recommends to highlight
o Packaging the fruits additional benefit to the coffee to set apart
among other brands. They also point out that Bean &
Berry must focus on the taste among everything else
since there is a strict competition. Lastly, one OJT
suggest that Bean & Berry must offer powder version
of it drinks for the better.
 For public reaction, the OJTs view that Bean & Berry will
be accepted since more people are health consciuos

Classified - Confidential
 Republic of the Philippines
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
BS Entrepreneurship
SAN JUAN CAMPUS
Focus Group Discussion with OJTs
Updates as of November 1, 2023
Target Market and
Customer Preference
Pricing and Affordability
since pandemic. One also suggest that free tasting will
be a great introduction to target market.
 For packaging, the OJTs recommend to use transparent
cups for cold drinks and paper cups with sip lids and
holder for hot drinks.
To analyze Bean & Berry’s  For target market, the OJTs recognize that students and  Vistal
target market and customer young adults will mostly be the target market of Bean
preference & Berry. Specifically, aging from 17 to 30 years old
o Target market individuals.
o Primary concerns  For primary concerns, the OJTs identify pricing, taste
o Cultural or regional and effect. They consider the added cost of fruits in the
factors coffee that might affect its price. Also its overall taste
o Place against since some of them haven’t tried fruit flavored coffee.
traditional coffee They also mentioned the palpitation effect of Bean &
o Willingness to buy Berry that might be the concern of some customers.
 For cultural or regional factors, the OJTs specify that
Bean & Berry has no concerns in cultural factors but in
regional they suggest that the taste must be adjusted
in principal location of Bean & Berry to cater regional
preference. Ex. San Juan City
 For Bean & Berry against traditional coffee, the OJTs
suggest to emphasize the health benefits or advantages
of fruits in a coffee to set apart among competitors.
 For increasing willingness to buy, the OJTs recognize
the branding, taste and marketing will be the key
factors. For them, how Bean & Berry market its product
and specify its taste will entize customers to buy.
To evaluate Bean & Berry’s  For price range, the OJTs suggest competitive pricing  Vistal
pricing and affordability they mentioned competitors such as Big Brew and
o Price range Starbucks prices.
o Perceived value  For perceived value, one OJT expects Bean & Berry to
o Pricing strategies be pricey considering the cost of fruits. However two of
o Willingness to pay
Classified - Confidential
 Republic of the Philippines
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
BS Entrepreneurship
SAN JUAN CAMPUS

Focus Group Discussion with OJTs

Updates as of November 1, 2023

o Alignment of price them perceived Bean & Berry as low cost ranging from
with expectation 30 to 70 pesos since it’s a startup business.
 For pricing strategies, the OJTs advise to use Buy 1 Take
1 strategy, freebies upon certain amount of purchase
and free tasting.
 For their willingness to pay, all OJTs agreed to be willing
to pay to try Bean & Berry. They view Bean & Berry as
new concept in the market and is curious of what will it
taste like.
 For aligning price with expectations, the OJTs identify
packaging, promotion and ingredients will be the key
factors. They mentioned that packaging represents the
quality of the product. Followed by promotions as a
strategy. One also mentioned that Bean & Berry must
established cost-efficiency in sourcing raw materials or
ingredients.
Distribution and To discuss Bean & Berry’s  For distribution channel, the OJTs recommended  Vistal
Accessibility distribution and accessibility physical store partnered with logistics like foodpanda
o Distribution channel and grab. Mobile or moving kiosk to expand market in
o Primary concerns different locations and direct selling in front of
o Logistical challenges campuses.
o Expected barriers  For primary concerns in distribution, the OJTs identify
o Platform the accesibility and quality of product upon delivery.
They mentioned it is important to maintain the quality
of drinks upon delivery and the accessibility of chosen
distribution channel.
 For logistical challenges, they suggest to limit the scope
of distribution to maintan the quality of product.
 For expected barrires upon distribution, they identify
that the location of the store may limit the scope for
target market. And its accesibility since there is a limit
for scope of distribution. They even suggest to branch
out if possible.

Classified - Confidential
 Republic of the Philippines
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
BS Entrepreneurship
SAN JUAN CAMPUS

Focus Group Discussion with OJTs

Updates as of November 1, 2023

 For platform, they suggest to utilize Tiktok, Instagram

and Facebook since most of its user are milinenials and
GenZ.
Feedback on Marketing To assess Bean & Berry’s  For initial thoughts on branding of Bean & Berry, they  Vistal
and Branding marketing and branding suggest to emphasize more the health benefits of fruits
o Initial thoughts on in the coffee to set apart among competitor. One also
Branding point out to improve or revise the product name since
o Effectivity of branding she saw similar brand.
o Marketing strategies  For effectivity of branding, they recommend to further
o Alignment of brandig improve the brand name since it doesn’t fully convey
with product the benefit coffee. One even suggest to put the word
o Suggestion for “fruit” in the brand name.
branding of Bean &  For marketing strategy, they advise to used the
Berry weakness of traditional coffee and compare it to the
strenghts of Bean & Berry to take advantage.
 For alignment of branding with product, all of them
agreed that Bean & Berry branding is aligned with the
product it offers. They suggest that it is better to
change or revise the name since it doesn’t reflect the
benefits of the product.
 For suggestions about logo, they recommend to include
berries in the logo with the icon of coffee beans and
pastel colors. One OJT suggest “the guilt-free coffee”
for tagline.

Classified - Confidential
 Republic of the Philippines
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
BS Entrepreneurship
SAN JUAN CAMPUS

Focus Group Discussion with OJTs

Updates as of November 1, 2023

ACTION ITEMS IN - PROGRESS

TOPICS ACTION ITEM UPDATE LEAD TIMELINE
Improvement of product Establish a plan to improve  Ms. Vistal was assigned to conduct study about  Vistal November
concept and feature Bean & Berry’s product concept benefits of fruits when blended with coffee. And was 10, 2023
also assigned to identify what fruits are compatible
with coffee.
Identifying target market Identify the target market of  Ms. Santos was assigned to identify the target market  Santos November
Bean & Berry of Bean & Berry including its demographics and 10, 2023
preferences.
Pricing Explore options to lower the  Mr. Britt was assigned to explore options to lower the  Britt November
pricing pricing of Bean & Berry including searching for initial 10, 2023
suppliers and canvassing prices of raw materials and
equipments.
Distribution Identify the most suited  Ms. Movilla was assigned to identify the most suited  Movilla November
distribution channel for Bean & distribution channel for Bean & Berry 10, 2023
Berry
Marketing & Branding Establish a plan for marketing  Ms. Racoma was assigned to establish a plan for  Racoma November
strategies marketing strategies including identification of best 10, 2023
platform to promote Bean & Berry.

Classified - Confidential