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In line with this, the proposed product aims to give consumers an incomparable
taste of ice cream, satisfaction and pleasure. Other than fulfilling the desires of the target
market, one of the objectives of this business is its profit ability. With the help of the Market
Study, customers demand and the possible profit will be identified. Since an effective
business is about how profitable it is, the first to take into consideration is the target
market. It is the most important factor to achieve the objective of this company.
Introduction
Ice cream is a sweetened ice dessert that is milk and sugar based and often
combined with fruits and different flavors. It has been known to be one of the most
delightful desserts offered globally which is patronized by most of the worldwide
population. From 25 Great Ice Cream Consumption Statistics, the leading ice cream
consumer in the world was said to be the United States with an average of 26 liters of ice
cream per individual annually. It was also stated that 40% of the U.S. population will eat
ice cream at least once every two weeks (2017). According to Ice Cream Industry Facts,
it was reported by the International Ice Cream Association statistics that there are more
than 90% of United States households that enjoy the sweet frozen dessert on a regular
basis (Sarokin, n.d.). (ASIA) With the large marketability of ice cream products, there are
different variations of flavors, textures and services existing in the business to fulfill the
target markets cravings.
The industry has identified distinct segments of ice cream products which are: 1)
artisanal ice cream, 2) impulse ice cream and 3) take-home ice cream. Artisanal ice
cream, known as premium ice cream, are those hand-crafted by skilled ice cream makers.
Impulse ice cream are ice cream brands that are single-serve and bought for instant
consumption. Take-home ice cream are brands that are purchased in tubs and are
consumed at home. According to Technavios 2016 market study of ice cream global
market share, 40.11% of the total market share is dominated by impulse ice cream,
artisanal ice cream has 21.05% while 38.84% is from take-home ice cream (Eastern
Daylight Time, 2017). The desire of people for ice cream and small portion snacking
options are factors that made impulse ice cream topped on the market share statistics.
According to The Worlds Top Selling Ice Cream Brands, the top five leading ice cream
brands worldwide are Magnum, Haagen-Dazs, Cornetto, Ben & Jerrys and Breyers. 4
out of 5 brands stated came from the Unilever Group (Zhu, 2016).
Background
This feasibility study will focus on an ice cream parlor that will bring new ice cream
variation which will be located at Maginhawa St., Quezon City. It will also tackle the
present and potential customer acceptance and how will they respond to a business that
offers a combination of ice cream and alcoholic mixed drinks.
The respondents are those who belong in the age bracket of 18 years old and
above, both male and female, students, employed and unemployed. Also, those
individuals that reside within the 25-kilometer radius of the store location which are: NCR
and some areas in Rizal and Cavite.
The considered competitors are those businesses which also sell ice cream within
the 25-kilometer radius.
Methodology
Statistical Treatment
In the analysis and presentation of the results based on the survey, the
percentage distribution was computed by the proponents using the formula below:
Sampling Technique
To determine the sample size of the target population, Slovins formula was
used:
=
1 + 2
Product Description
As the population of food wanderers are getting larger, concept of fulfilling their
hunger for both unique concepts, mouthwatering flavors and distressing themselves with
food is a timely trend.
Frozen Booze will offer unique flavors of ice cream, an innovation of new lip-
smacking dessert with a twist that will satisfy food wanderers. To patronize Filipinos very
own culture of drinking habits, Pinoy Cocktail or Pinoy mixed drinks ice cream will be the
menu of Frozen Booze. This ice cream menu consists of Gin Pomelo Mix, Gin sunset,
Weng-weng, Poison and Punyeta, an original Filipino mixed of alcoholic drinks. These ice
cream flavors will not just mimic the taste of an alcohol mixed drink but also captures its
intoxicating bitterness. However, this will not affect the sweetness and creaminess of the
ice cream but gives more distinct character.
Since this ice cream offers alcoholic infused menu, Frozen Booze will only cater
legal aged individuals. This is to ensure the compliance to government rules in terms of
alcohol intake. These ice cream contain up to 5% liquor content which will only give the
customers a hint of booze on their taste buds.
Some people connotes that drinking alcohol with milk would result to unnatural
bowel movements. Conversely, alcohol does mix with milk, especially heavy cream. This
has a much higher ratio of fat to protein and it slows the absorption of alcohol into the
bloodstream. [6]
Ice cream will be serve to the customer in scoop. Seeing that the appearance of
food makes an appeal to the customer, Frozen Booze will serve the ice cream in a shot
glass topped with sugar strands, sweet confectio
Customer Analysis
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Survey Results
Number of
No. Description Percentage
Respondents
1 Employed 116 29.00%
2 Unemployed 35 8.75%
3 Student 249 62.25%
Total 400 1
Table 6. Factors that being Considered by the Respondents in Buying Ice Cream
The above table shows that.
3. What Ice Cream brands do you usually buy?
At Grocery Store/Convenience Store
Number of
No. Ice Cream Brand Percentage
Respondents
1 Selecta 312 79.39%
2 Nestle 250 63.61%
3 Magnolia 136 34.61%
4 Dan Eric's 9 2.29%
5 Arce Dairy 7 1.78%
6 Carmen's Best 4 1.02%
7 Big Scoop 3 0.76%
8 Ben & Jerry's 3 0.76%
9 Fruits in Ice Cream 2 0.51%
10 Blue Bunny 2 0.51%
11 Haagen Daz 1 0.25%
Total 729
Table 10. Amount They Usually Spend on Ice Cream At Ice Cream Shops
The above table shows that.
5. How often do you usually buy ice cream?
At Grocery Store/Convenience Store
Number of
No. Frequency Percentage
Respondents
1 Once a week 92 23.41%
2 Twice a week 82 20.87%
3 Once a month 95 24.17%
4 Twice a month 100 25.45%
5 Thrice a month 24 6.11%
Total 393 1
Table 11. Respondent's Frequency in Visiting the Grocery/Covenience Store to Buy Ice
Cream
The above table shows that.
At Ice Cream Parlors
Number of
No. Frequency Percentage
Respondents
1 Once a week 79 20.10%
2 Twice a week 49 12.47%
3 Once a month 142 36.13%
4 Twice a month 87 22.14%
5 Thrice a month 36 9.16%
Total 393 1
Table 12. Respondent's Frequency in Visiting the Ice Cream Shop to Buy Ice Cream
The above table shows that.
6. Do you drink cocktail mix?
Number of
No. Decision Percentage
Respondents
1 No 119 30.28%
2 Yes 274 69.72%
Total 393 1
1. Selecta
The Philippines number one ice cream brand, claimed more than half or 54
percent of total sales. Their humble beginnings, started from a small ice cream
parlor
Current market situation product situation -80% output of bulk ice cream, 20%
2. Nestle
3. Magnolia
4. Dairy Queen
5. Cold Stone
Industry Analysis
Ice cream is a sweetened ice dessert that is milk and sugar based and often
combined with fruits and different flavors. It has been known to be one of the most
delightful desserts offered globally which is patronized by most of the worldwide
population. From 25 Great Ice Cream Consumption Statistics, the leading ice cream
consumer in the world was said to be the United States with an average of 26 liters of ice
cream per individual annually. It was also stated that 40% of the U.S. population will eat
ice cream at least once every two weeks (2017). According to Ice Cream Industry Facts,
it was reported by the International Ice Cream Association statistics that there are more
than 90% of United States households that enjoy the sweet frozen dessert on a regular
basis (Sarokin, n.d.). According to Asia Pacific Food Industry, China is the worlds biggest
ice cream market, followed only by US and Japan. Moreover, there are three countries in
the Asia that have fastest growing market in ice cream. These countries are India,
Indonesia, and Vietnam. (Philippines ni Jhoanne) With the large marketability of ice cream
products, there are different variations of flavors, textures and services existing in the
business to fulfill the target markets cravings.
The industry has identified distinct segments of ice cream products which are: 1)
artisanal ice cream, 2) impulse ice cream and 3) take-home ice cream. Artisanal ice
cream, known as premium ice cream, are those hand-crafted by skilled ice cream makers.
Impulse ice cream are ice cream brands that are single-serve and bought for instant
consumption. Take-home ice cream are brands that are purchased in tubs and are
consumed at home. According to Technavios 2016 market study of ice cream global
market share, 40.11% of the total market share is dominated by impulse ice cream,
artisanal ice cream has 21.05% while 38.84% is from take-home ice cream (Eastern
Daylight Time, 2017). The desire of people for ice cream and small portion snacking
options are factors that made impulse ice cream topped on the market share statistics.
According to The Worlds Top Selling Ice Cream Brands, the top five leading ice cream
brands worldwide are Magnum, Haagen-Dazs, Cornetto, Ben & Jerrys and Breyers. 4
out of 5 brands stated came from the Unilever Group (Zhu, 2016).
The target market of Frozen Booze are those age 18 years old and above. Since
the ice cream has alcohol content, the adults are the only allowed to avail the product. It
Marketing Strategy
Promotions
The following are different advertising tools to be used by the proponents in order
Social Media
become faster and efficient. As the social media holds a billion of population users,
it will be easier for the business partners to promote the concept of Frozen Booze
and what it offers. Customers inquiries and feedbacks are accessible to owners
which they can arrive with new opportunities of innovation and business
development. On the other hand, customers will be assured that there will be
responses regarding their insights. This will make the business more credible, build
flyers and posters. This method can catch attention and boost the interest of the
target market. Posters and flyers can be electronically posted and physically
the business.
Complimentary offerings
The following promos will be offered upon the first day of opening of the
business.
2. For every purchase of 500 pesos, there will be a free one shot of any choice of
3. For every group of 5, one scoop of any chosen ice cream flavor is free.
Free Taste
Free taste of any ice cream flavor will be offered to customers to help them
in choosing what to avail that suit their tastes. It will be only a half teaspoon and
Strengths
Weaknesses
Some have a perception that ice cream and alcohol is not a good
combination.
Some do not like the taste of alcohol
Opportunities
Threats
There are a lot of known brands of ice cream around the vicinity area.
The business may encounter difficulty since it will be new to the market.