MARKETING ASPECT

Marketing is a system of a business that focuses on communicating with the target

customers regarding goods and services offered. This includes creating, planning and
delivering a brand that has value to consumers, business partners and to the society. This
helps in strategically analyzing customers demand in terms of their wants and needs to
find new opportunities in both improving and innovating products, introduce and market
a brand, and gain loyalty from consumers.

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).

As known to be a summer food dessert, ice creams demand is likely to be high

during this season. But since it can be present during birthday parties or any celebrations,
demand for ice cream increases regardless of seasonal changes.

Background

Researchers came up to an idea of having a unique flavor of ice cream, a Pinoy

Cocktail mix flavored ice cream. Since unique concepts or flavors is a trend nowadays,
why not have a go when it comes to ice cream.

Alcohol beverages may lead to negative effect if excessively used. However,

moderate drinking has beneficial effects on health, which are the following: (1) decreased
risk for having and dying from heart disease, (2) decreased risk of ischemic stroke, (3)
decreased risk of diabetes, (4) it can lengthen your life, (5) it helps prevent against
common cold, (6) decreased risk of developing dementia, and (7) decreased risk of
developing gallstones.

(sabihin kung bakit yun ung idea)

Scope

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:

Total number of scores

%= x 100
Total number of Respondents

Sampling Technique

The proponents used the stratified sample distribution in determining the

sample size needed in each city within the 25 kilometer radius of the physical store
 location. However, simple random sampling was used in demographic
segmentation of the target market.

To determine the sample size of the target population, Slovins formula was
used:

=
1 + 2

Where: n = sample size

N = total number of population
e = margin of error

Data Gathering Procedure

The proponents conducted a survey among 400 respondents that was

determined using the Slovins formula.

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

I. Profile of the Respondents

 Number of
No. AREA Percentage
Respondents
1 Angono, Rizal 3 0.71%
2 Antipolo, Rizal 19 4.81%
3 Bacoor, Cavite 18 4.44%
4 Binangonan, Rizal 7 1.70%
5 Cainta, Rizal 9 2.24%
6 Caloocan City 42 10.57%
7 Las Pinas 15 3.77%
8 Makati 14 3.45%
9 Malabon 8 2.12%
10 Mandaluyong 10 2.61%
11 Manila 42 10.62%
12 Marikina 11 2.81%
13 Muntinlupa 12 3.00%
14 Navotas 6 1.56%
15 Paranaque 18 4.42%
16 Pasay 10 2.42%
17 Pasig 27 6.86%
18 Pateros 2 0.44%
19 Quezon City 73 18.23%
20 San Juan 5 1.25%
21 San Mateo, Rizal 6 1.57%
22 Taguig 18 4.55%
23 Taytay, Rizal 9 2.17%
24 Valenzuela 15 3.70%
Total 400 1

Table 1. Location of Respondents

The above table shows that.

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 2. Occupation of Respondents

The above table shows that..
 Number of
No. Gender Description Percentage
Respondents
1 Female 221 55.25%
2 Male 179 44.75%
Total 400 1

Table 3. Gender of Respondents

The above table shows that.
Number of
No. Description Percentage
Respondents
1 18 - 29 370 92.50%
2 30 - 49 24 6.00%
3 50 - 65 6 1.50%
Total 400 1

Table 4. Age Bracket of Respondents

The above table shows that.
II.
1. Do you like ice cream?
Number of
No. Gender Description Percentage
Respondents
1 No 7 1.75%
2 Yes 393 98.25%
Total 400 1

Table 5. Respondents Acceptability on Ice Cream

The above table shows that.
2. Which factors do you consider when buying ice cream?
 Number of
No. Factor Percentage
Respondents
1 Flavors 365 92.88%
2 Hygiene 235 59.80%
3 Quality 310 78.88%
4 Price 304 77.35%
5 Service 136 34.61%
6 Product Ingredients 170 43.26%
7 Shop Location 135 34.35%
Total 1655

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 7. Ice Cream Brands Usually Buy At Grocery/Convenience Store

The above table shows that.
At Ice Cream Parlors
 Number of
No. Ice Cream Brand Percentage
Respondents
1 Baskin & Robins 92 23.41%
2 Dairy Queen 358 91.09%
3 Gelatissimo 50 12.72%
4 Cold Stone 125 31.81%
5 Caramia 6 1.53%
6 Mochi Crme 1 0.25%
7 BLK 513 1 0.25%
8 Miguelito's 1 0.25%
10 Sebastian's 1 0.25%
11 Mad Mark's 1 0.25%
12 Iceberg's 1 0.25%
13 Crepes & Cream 1 0.25%
Total 638

Table 8. Ice Cream Brands Usually Purchased At Ice Cream Shops

The above table shows that.
4. How much do you usually spend on eating ice cream?
At Grocery Store/Convenience Store
Number of
No. Price in Peso Percentage
Respondents
1 15 - 50 103 26.21%
2 51 - 100 101 25.70%
3 101 - 150 53 13.49%
4 151 - 200 47 11.96%
5 201 - 250 31 7.89%
6 251 - 300 54 13.74%
7 500+ 3 0.76%
8 1500 1 0.25%
Total 393 1

Table 9. AMOUNT THEY USUALLY SPEND ON ICE CREAM AT GROCERY STORE

The above table shows that.
At Ice Cream Parlors
 Number of
No. Price in Peso Percentage
Respondents
1 50 - 100 113 28.75%
2 101 - 150 124 31.55%
3 151 - 200 91 23.16%
4 201 - 250 35 8.91%
5 251 - 300 27 6.87%
6 301 - 500 2 0.51%
7 None 1 0.25%
Total 393 1

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

Table 13. Respondents's Acceptability in Drinking Coctail Mix

The above table shows that.
7. If yes, how often?
Number of
No. Frequency Percentage
Respondents
1 Daily 9 3.28%
2 Once a week 32 11.68%
3 Once a month 21 7.66%
4 Thrice a month 212 77.37%
Total 274 1

Table 14. Respondent's Frequency in Drinking Cocktail Mix

The above table shows that.
8. If no, would you like to try?
Number of
No. Decision Percentage
Respondents
1 No 27 22.69%
2 Yes 92 77.31%
Total 119 1

Table 15. Respondent's Acceptability to Try Drinking Cocktail Mix

The above table shows that.
9. Are you aware of different Pinoy cocktail drinks?
Number of
No. Decision Percentage
Respondents
1 No 187 47.58%
2 Yes 206 52.42%
Total 393 1

Table 16. Respondent's Awareness of Different Pinoy Cocktail Drinks

The above table shows that.
10. Which Pinoy Cocktails do you like?
Number of
No. Pinoy Cocktail Drink Percentage
Respondents
1 Gin Pomelo 160 32.85%
2 Punyeta 84 17.25%
3 Poison 66 13.55%
4 Gin Sunset 91 18.69%
5 Weng Weng 86 17.66%
Total 487 1

Table 17. Respondent's Choice of Pinoy Cocktail Drink

The above table shows that.
11. If we will offer Pinoy Cocktail flavored ice cream, would you like to buy it?
Number of
No. Decision Percentage
Respondents
1 No 69 17.56%
2 Yes 324 82.44%
Total 393 1

Table 18. Respondent's Acceptability to Purchase the Product

Competitor Analysis

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

Market size of 8.75 billion

Consumer data of 9.3 billion, competitive data of 7.4 billion

Current market situation product situation -80% output of bulk ice cream, 20%

output of frozen novelties,

Competitive situation -nestle, magnolia

2. Nestle

3. Magnolia

4. Dairy Queen

5. Cold Stone

6. Baskin & Robins

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).

As known to be a summer food dessert, ice creams demand is likely to be high

during this season. But since it can be present during birthday parties or any celebrations,
demand for ice cream increases regardless of seasonal changes. Today, there are
different ways on presenting an ice cream. According to Amanda Kludt, the following are
now the trends when it comes to ice cream: First, the visually stunning ice cream styles
like Fish-shaped ice cream cones, Puffle cones also known as egg puffs, and cotton
candy clouds ice cream. Second, where ice cream goes beyond the bowl like fried ice
cream, and Mochi ice cream. Third is the development of lactose-free ice cream. And
lastly, those ice cream with savory and unusual flavors.
Target Market

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

will be the adults that within 25-kilometer from the location.

Marketing Strategy

Promotions

The following are different advertising tools to be used by the proponents in order

for the customers to reach and recognize the business.

Social Media

With everyones access to the internet, communication towards people has

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

strong customer relationship, and earn brand loyalty.

Picture FB page, ig page

Flyers and Posters

Another way of customer encouragement is posting and handing out of

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

distributed. Flyers will be disseminated within the first 3 months of

the business.

Design of flyers and posters

Complimentary offerings

The following promos will be offered upon the first day of opening of the

business.

1. First 50 customers will be given free shot glass.

2. For every purchase of 500 pesos, there will be a free one shot of any choice of

cocktail mixed drink.

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

will be permanently available.

SWOT Analysis

Strengths

Has unique flavors of ice cream.

The only store that offers ice cream with alcohol content
The only store that offers pinoy cocktail flavored ice cream.
The location of the store is well-known for different food gimmicks.
There are a lot of customers who went to the location to try different

Weaknesses

Some have a perception that ice cream and alcohol is not a good
combination.
Some do not like the taste of alcohol

Opportunities

Expansion of the business which is to open branches to different areas.

To have additional alcohol flavors can be foreign or local cocktails.
The business can tie up to different bars and resto.

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.