Marketing Aspect Feasib

University of Perpetual Help System Laguna
City of Biñan, Laguna

College of Engineering & Aviation
(02) 779-5310 local 3006 / CELL# 09228900917
Introduction
The ultimate aim of marketing starts from identifying the customers’ needs and satisfying
them and selecting of target market through market analysis and market segmentation as well as
understanding customer buying behaviour and providing superior value and quality. Its function
is to communicate the benefits and features of the product or service to its target consumers
through promotions and marketing strategies. Marketing also includes all the activities from
developing the product until it is sold to the consumers.
Marketing aspects are discussed in details in the 4Ps- product, place, price and promotion
framework. Product as defined refers to the goods and/or services are offered to customers.
Promotion on the other hand is described as the manner on how the producer communicates the
value of its products; price is the value of the exchange between the customer and producer. It
also includes all activities that involve communicating with the customer about the product and
its benefits and features.
Service Objective
The proponents aim to provide household owners a quality and efficient home repair
services and installations on areas of electrical, plumbing, carpentry, and roof maintenance.
Lastly, this study aims to create a positive impact and satisfaction to customers who will avail
the service.
(02) 779-5310 local 3006 / CELL# 09228900917
Service Description
MR.GENTLE Inc. aims to establish a business venture called HANDYMAN SERVICES
that offers quality, effective and reliable service. It will provide services in the areas of
household problems in terms of electrical, plumbing, carpentry and roof jobs. It will provide
convenience to customers who find it hard to look for people who will repair something in their
houses. Customers can call, chat online or visit the office for acquiring or inquiring a service.
Target Market
A target market is a group of people considered likely to buy a product or service. It
consists of customers that share similar characteristics, such as age, location, income and
lifestyle. A well-defined target market is the first element of a marketing strategy. Product, price,
promotion, and place are the four elements of a marketing mix strategy that determine the
success of a product or service in the marketplace. It is proven that a business must have a clear
definition of its target market as this can help it reach its target consumers and analyze their
needs and suitability.
Based on the proposed service, the chosen target of the proponents is the household. The
service will provide and offer services that will satisfy the customer through quality and
responsive handyman services. A home is where people spend their every day, rest and stay.
These markets shall belong to the first district of Laguna, particularly cities of Biñan, Sta.Rosa
and San Pedro where growth of population is remarkably increasing.

(02) 779-5310 local 3006 / CELL# 09228900917
Market Segmentation
Market segmentation enables companies to target different categories of consumers who
perceive the full value of certain products and services differently from one another. The service
is applicable for households. The target markets of MR.GENTLE’s HANDYMAN SERVICES
are the households in need of our offered services.
Total no of households in 1st

District of Laguna
(Sta.Rosa, Binan, San Pedro)
Consumer's Budget
Allocation for Home Repair
Frequency of
Handyman
Service Need
Willingness
of consumers
to avail
Fig.1 Market Segmentation
Marketing Program
(02) 779-5310 local 3006 / CELL# 09228900917
An effective business plan has set of activities that help you achieve your marketing
objectives. Your marketing objectives are strategic sales goals that fit your strengths and are a
good way to stretch your business in its current situation. It encompass elements as diverse as
advertising, web sites and brochures. As part of the strategy, you can look to find ways to boost
sales or accomplish other marketing goals as you build customer commitment to your brilliant
products. The Company will issue leaflets or flyers, post banners and utilize social media for
faster dissemination of information.
1. Leaflets or Flyers
Leaflets or flyers promoting the Mr.Gentle’s HANDYMAN SERVICES will be
distributed in selected areas in Laguna, which is in Santa Rosa, Biñan, San Pedro and
commercial areas. Flyers provide a great platform to promote and reach the consumer in
many ways including, door to door mail drop, newspaper insert, street distribution and
(02) 779-5310 local 3006 / CELL# 09228900917
instore distribution.
Fig. 2 Company Sample Flyer
2. Banners/Streamers
Banners or streamers will be posted along hi-ways, public places and commercial
areas to inform motorists and passerby about the services offered and contact number for
inquiries.
Fig.3 Company Sample Banner
3. Through Online
Promotion through online will be more effective as today’s trends on social media
is growing. Most people are engaged to social media that is why it will be easier to
disseminate information. The company will create an official page where the services
offered will be posted together with necessary details.

(02) 779-5310 local 3006 / CELL# 09228900917
Fig.4 Company’s Facebook Page
Channels of Distribution
A distribution channel is a chain of businesses or intermediaries through which a good or
service passes until it reaches the end consumer. It can include wholesalers, retailers, distributors
and even the internet itself. Channels are broken into direct and indirect forms, with a "direct"
channel allowing the consumer to buy the good from the manufacturer, and an "indirect" channel
allowing the consumer to buy the good from a wholesaler or retailer.

(02) 779-5310 local 3006 / CELL# 09228900917
The company focuses on direct distribution as shown below, the company directly
provides the services it offers to customers.
Service Provider C
Fig. 5 Distribution Process
Competitors
In the business, it is important to know and enumerate who will be the competitors. The
proposed service is “Mr.Gentle’s Handyman Services” which is a business venture that offers
quality and responsive handyman services. It is advantageous because there is no any established
similar services nearby or within the district to compare with. Consumers will have a guarantee
of a place and details to go back to for any problems and inquiries assuring a quality service.
Company Name and Logo
The name of the company Mr.Gentle is inspired by a concept of providing service of
repair with quality and carefulness hence the word gentle and to be a company name that is
(02) 779-5310 local 3006 / CELL# 09228900917
catchy which would be remarkable for people. Our logo is very simple and straightforward. An
icon of house which symbolizes our target market of households, a hand which symbolizes
providing a service with carefulness and gentleness, and our company name and brand name is
also included.
Fig.6 Company Logo
Mission Statement
Mr.Gentle’s HANDYMAN SERVICES aims to provide quality service through
responsive and efficient action easily available for customers. We aim to establish our name
which would provide assurance and satisfaction to customers through our quality service.
Vision Statement
Mr.Gentle’s HANDYMAN SERVICES envision itself as a premier handyman service
provider that will continue the provision of top handyman service, expanding competency and
maintain as the leading service provider in the first district of Laguna.
Service Pricing
(02) 779-5310 local 3006 / CELL# 09228900917
Demand and Supply Analysis
Supply and demand is perhaps one of the most fundamental concepts of economics and it
is the backbone of a market economy. Demand refers to how much (quantity) of a product or
service is desired by buyers. The quantity demanded is the amount of a product people are
willing to buy at a certain price; the relationship between price and quantity demanded is known
as the demand relationship. Supply represents how much the market can offer. The quantity
supplied refers to the amount of a certain good producers are willing to supply when receiving a
certain price. The correlation between price and how much of a good or service is supplied to the
market is known as the supply relationship. Price, therefore, is a reflection of supply and
demand.
(02) 779-5310 local 3006 / CELL# 09228900917
Standard Deviation
Below is the summary of standard deviation per city:
Computed Standard Deviation per City
BIÑAN ARITHMETIC STRAIGHT LINE SEMI LOG STATISTICAL PARABOLIC

YEAR Y Yc (Y-Yc) (Y-Yc)² Y X Yc (Y-Yc)² Y X Yc (Y-Yc)²
2013 71,403.00 71,403.00 -4.00 69,428.85 3,897,250.42 71,403.00 -4.00 71,220.40 33,342.76
2014 73,106.00 74,444.25 -1,338.25 17,990,913.06 73,106.00 -2.00 73,958.82 727,309.66 73,106.00 -2.00 73,467.40 130,609.96
2015 76,294.00 77,485.50 -1,191.50 1,419,672.25 76,294.00 0.00 78,784.36 6,201,882.62 76,294.00 0.00 76,305.40 129.96
2016 80,111.00 80,526.75 -415.00 172,225.00 80,111.00 2.00 93,924.74 190,819,389.03 80,111.00 2.00 79,734.40 141,827.56
2017 83,568.00 83,568.00 0.00 0.00 83,568.00 4.00 89,400.51 34,018,181.77 83,568.00 4.00 83,754.40 34,711.96
19,582,810.31 405,497.29 235,664,013.49 340,622.20
STD. DEV = 885.04 STD DEV = 1535.14 STD. DEV = 116.73
SAN PEDRO ARITHMETIC STRAIGHT LINE SEMI LOG STATISTICAL PARABOLIC

2013 67,157.00 67,157.00 -4.00 67,105.68 2,633.74 67,157.00 -4.00 67181.42 -24.42
2014 68,794.00 68926.25 -132.25 17,490.0625 68,794.00 -2.00 68,794.49 0.24 68,794.00 -2.00 68753.56 40.44
2015 70,473.00 70695.5 -222.50 49,506.2500 70,473.00 0.00 70,525.80 2,787.84 70,473.00 0.00 70447.54 25.46
2016 72,189.00 72464.75 -275.75 76,038.0625 72,189.00 2.00 72,300.67 12,470.19 72,189.00 2.00 72263.36 -74.36
2017 74,234.00 74234 0.00 0.0000 74,234.00 4.00 74,120.22 12,945.89 74,234.00 4.00 74201.02 32.98
143,034.3750 30,837.90 0.10
STD. DEV = 75.64 STD. DEV = 35.12 STD. DEV = 0.0632
STA. ROSA ARITHMETIC STRAIGHT LINE SEMI LOG STATISTICAL PARABOLIC

2013 62,259.00 62,259.00 -4.00 62178.4655 6485.80408 62,259.00 -4.00 62304.71 2,089.82
2014 62,834.00 62,975.25 -141.25 19,951.5625 62,834.00 -2.00 62844.8943 118.6853367 62,834.00 -2.00 62757.74 5,815.14
2015 63,414.00 63,691.50 -277.50 77,006.2500 63,414.00 0.00 63518.4658 10913.10964 63,414.00 0.00 63368.49 2,071.55
2016 64,000.00 64,407.75 -407.75 166,260.0625 64,000.00 2.00 64199.2567 39703.24445 64,000.00 2.00 64136.94 18,753.36
2017 65,124.00 65,124.00 0.00 0.0000 65,124.00 4.00 64887.3443 56005.90614 65,124.00 4.00 65063.11 3,707.04
263,217.8750 113226.7496 32,436.91
STD DEV = 102.61 STD DEV = 67.30 STD DEV = 36.02
(02) 779-5310 local 3006 / CELL# 09228900917
Potential Demand is based from the number of household of:

Biñan
To calculate the projected demand, the Statistical Parabolic Projection Method was used
BIÑAN
YEAR Y YEAR Y X X2 X4 XY X2Y
2013 71,403.00 2013 71,403.00 -4.00 16.00 256.00 -285612 1142448
2014 73,106.00 2014 73,106.00 -2.00 4.00 16.00 -146212 292424
2015 76,294.00 2015 76,294.00 0.00 0.00 0.00 0 0
2016 80,111.00 2016 80,111.00 2.00 4.00 16.00 160222 320444
2017 83,568.00 2017 83,568.00 4.00 16.00 256.00 334272 1337088
384,482.00 0.00 40.00 544.00 62,670.00 3,092,404.00
A = 76305.4
B = 1566.75
C = 73.875
Projected Demands for City of Biñan
Projected Years YC
2018 88305.4
2019 93487.4
2020 99260.4
2021 105624.4
(02) 779-5310 local 3006 / CELL# 09228900917

San Pedro
SAN PEDRO
-
67,157.00 67,157.00 4.00 16.00 256.00 -268628 1074512
2013 2013
-
68,794.00 68,794.00 2.00 4.00 16.00 -137588 275176
2014 2014
70,473.00 70,473.00 0.00 0.00 0.00 0 0
2015 2015
72,189.00 72,189.00 2.00 4.00 16.00 144378 288756
2016 2016
74,234.00 74,234.00 4.00 16.00 256.00 296936 1187744
2017 2017
352,847.00 0.00 40.00 544.00 35,098.00 2,826,188.00
A = 70447.54
B = 877.45
C = 15.23
Projected Demands for City of San Pedro
(02) 779-5310 local 3006 / CELL# 09228900917
Projected Years YC
2018 76,260.52
2019 78,441.86
2020 80,745.04
2021 83,170.06

Sta. Rosa
STA. ROSA
2013 71,403.00 2013 71,403.00 -4.00 16.00 256.00 -285612 1142448
2014 73,106.00 2014 73,106.00 -2.00 4.00 16.00 -146212 292424
2015 76,294.00 2015 76,294.00 0.00 0.00 0.00 0 0
2016 80,111.00 2016 80,111.00 2.00 4.00 16.00 160222 320444
2017 83,568.00 2017 83,568.00 4.00 16.00 256.00 334272 1337088
384,482.00 0.00 40.00 544.00 62,670.00 3,092,404.00
A = 76305.4
B = 1566.75
C = 73.875
Projected Demands for City of Sta. Rosa
Projected Years YC
2018 66147.00
2019 67388.60
2020 68787.92
(02) 779-5310 local 3006 / CELL# 09228900917
2021 70344.94
Demand Analysis
Required Sample Size

The Slovin’s formula was then used to determine the sample size of the household
population in the three cities of Laguna.
𝑁
𝑛=
1 + 𝑁𝑒 2
222926
𝑛=
1 + 222926 𝑥 0.052
Where: 𝒏 = is the sample size (number of respondents)

𝑵 = Total number of household for year 2017
𝒆= margin of error (5%)
CITY NUMBER OF HOUSEHOLD

BIÑAN 93488
SAN PEDRO 78442
STA.ROSA 67388
TOTAL 239318
(02) 779-5310 local 3006 / CELL# 09228900917
The numbers of household for the three cities of Laguna were gathered from the License
Department of each city. From the computed sample size, the proponents used stratified random
sample, proportional allocation to determine the sample size per municipality, using the formula:
𝑛𝑁𝑘
𝑛𝑘 =
𝑁
For Biñan:
400 (93487.4)
𝑛= = 168
222926
For San Pedro:
400 (78441.86)
𝑛= = 141
222926
For Sta. Rosa
400 (67388.60)
𝑛= = 121
222926
Sample Size per City
CITY NUMBER OF HOUSEHOLD SAMPLE SIZE PERCENTAGE

BIÑAN 93488 168 39.06%
SAN PEDRO 78442 141 32.80%
STA.ROSA 67388 121 28.14
TOTAL 239318 430 100%
(02) 779-5310 local 3006 / CELL# 09228900917
After determining the number of respondents required in each city, the proponents
conducted survey in each city following the sample sizes computed above.
(02) 779-5310 local 3006 / CELL# 09228900917
Sample Survey Form

(02) 779-5310 local 3006 / CELL# 09228900917
(02) 779-5310 local 3006 / CELL# 09228900917
(02) 779-5310 local 3006 / CELL# 09228900917
Survey Result
Location:
(02) 779-5310 local 3006 / CELL# 09228900917
Family Monthly Income:

(02) 779-5310 local 3006 / CELL# 09228900917
1. How often do you experience appliances failures or a need for home repair service?
(02) 779-5310 local 3006 / CELL# 09228900917
2. What particular repair service does your household often needs? (1 highest – 5 lowest)
(02) 779-5310 local 3006 / CELL# 09228900917
3. Do you have any skills on any of the following?

(02) 779-5310 local 3006 / CELL# 09228900917
4. Are you aware about any Repair Service Provider or any On-call Repair Service Provider?
(02) 779-5310 local 3006 / CELL# 09228900917
5. What type of communication do you prefer to avail this type of service?

(02) 779-5310 local 3006 / CELL# 09228900917
Supply Analysis
Market Share
TARGET MARKET COMPUTATION
Since it is difficult to determine the competitors’ supply, the proponents used the
household population as the basis for the computation of the target market.
𝑻𝒂𝒓𝒈𝒆𝒕𝑴𝒂𝒓𝒌𝒆𝒕 = 𝑷𝒓𝒐𝒋𝒆𝒄𝒕𝒆𝒅𝒉𝒐𝒖𝒔𝒆𝒉𝒐𝒍𝒅𝒅𝒆𝒎𝒂𝒏𝒅(𝒒𝒖𝒆𝒔𝒕𝒊𝒐𝒏3 %)𝒙

(𝒒𝒖𝒆𝒔𝒕𝒊𝒐𝒏4 %)
= 239318 x 38.9% x 60.4% = 56229
CITY HOUSEHOLD POPULATION TARGET MARKET

BIÑAN 93488 21966
SAN PEDRO 78442 18431
STA. ROSA 67388 15834
TOTAL 239318 56231
SWOT Analysis
SWOT Analysis
STRENGTHS WEAKNESSES
(02) 779-5310 local 3006 / CELL# 09228900917
 Location  Reputation and Brand Power
 First Mover Advantage  Financial Status
 Services Offered  Price
OPPORTUNITIES THREATHS
 Number of possible customers  Number of Indirect Competitors
 Existence of Computer-Mediated  Economic Factors

Communications (CMC’s)
 Prospects’ knowledge upon
maintenance and repairs
TOWS Matrix
TOWS Matrix (Summary)
STRENGHTS WEAKNESSES
(02) 779-5310 local 3006 / CELL# 09228900917
 Maximize the use of  Maximize the use of

CMC’s and Social CMC’s and Social
OPPORTUNITIES Medias to advertise Medias to advertise
your business your business
 Utilize your First

Mover Advantage
 Maximize the use of  Maximize the use of

CMC’s and Social CMC’s and Social
THREATS Medias to advertise Medias to advertise
your business your business
 Provide great promos  Provide great promos

or set a competitive or set a competitive
price price
TOWS Matrix
Suggested Strategies
S1O1 - Take advantage of good location and high demand
S1O2 - Use/utilize your First mover advantages; Advertise
S1O2 – Maximize the use of CMC’s to advertise your business

(02) 779-5310 local 3006 / CELL# 09228900917
S2O3 - Maximize the use of CMC’s to advertise your business
S3O1 - Take advantage of good location and high demand
S3O3 - Maximize the use of CMC’s to advertise your business
O1W1 - Take advantage of good location and high demand; Advertise
O1W2 - Provide great promos or set a competitive price
O1W3 - Take advantage of good location and high demand
O2W1 - Use/utilize your First mover advantages; Advertise
O2W3 - Use/utilize your First mover advantages
O3W1 – Advertise
O3W3 – Advertise
S1T1 - Provide great promos or set a competitive price

(02) 779-5310 local 3006 / CELL# 09228900917
S2T1 - Provide great promos or set a competitive price; Advertise
W1T1 - Provide great promos or set a competitive price; Advertise
W2T1 - Provide great promos or set a competitive price
W3T1 – Advertise
W3T3 – Advertise
Tally:
(02) 779-5310 local 3006 / CELL# 09228900917
Location and Demand = 4

First mover advantage = 6
CMC’s & Ads = 19
Price & Promotions = 19

Marketing Aspect Feasib

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University of Perpetual Help System Laguna

City of Biñan, Laguna

developing the product until it is sold to the consumers.

its benefits and features.

MR.GENTLE Inc. aims to establish a business venture called HANDYMAN SERVICES

A target market is a group of people considered likely to buy a product or service. It

needs and suitability.

and San Pedro where growth of population is remarkably increasing.

Market segmentation enables companies to target different categories of consumers who

is applicable for households. The target markets of MR.GENTLE’s HANDYMAN SERVICES

are the households in need of our offered services.

Total no of households in 1st

Fig.1 Market Segmentation

faster dissemination of information.

Leaflets or flyers promoting the Mr.Gentle’s HANDYMAN SERVICES will be

Fig. 2 Company Sample Flyer

Fig.3 Company Sample Banner

offered will be posted together with necessary details.

Fig.4 Company’s Facebook Page

A distribution channel is a chain of businesses or intermediaries through which a good or

allowing the consumer to buy the good from a wholesaler or retailer.

provides the services it offers to customers.

Fig. 5 Distribution Process

Company Name and Logo

The name of the company Mr.Gentle is inspired by a concept of providing service of

Fig.6 Company Logo

Mr.Gentle’s HANDYMAN SERVICES aims to provide quality service through

Mr.Gentle’s HANDYMAN SERVICES envision itself as a premier handyman service

maintain as the leading service provider in the first district of Laguna.

Demand and Supply Analysis

Below is the summary of standard deviation per city:

Computed Standard Deviation per City

BIÑAN ARITHMETIC STRAIGHT LINE SEMI LOG STATISTICAL PARABOLIC

SAN PEDRO ARITHMETIC STRAIGHT LINE SEMI LOG STATISTICAL PARABOLIC

STA. ROSA ARITHMETIC STRAIGHT LINE SEMI LOG STATISTICAL PARABOLIC

Potential Demand is based from the number of household of:

Potential Demand is based from the number of household of:

Potential Demand is based from the number of household of:

Required Sample Size

Where: 𝒏 = is the sample size (number of respondents)

CITY NUMBER OF HOUSEHOLD

For San Pedro:

For Sta. Rosa

Sample Size per City

CITY NUMBER OF HOUSEHOLD SAMPLE SIZE PERCENTAGE

Sample Survey Form

Family Monthly Income:

3. Do you have any skills on any of the following?

5. What type of communication do you prefer to avail this type of service?

𝑻𝒂𝒓𝒈𝒆𝒕𝑴𝒂𝒓𝒌𝒆𝒕 = 𝑷𝒓𝒐𝒋𝒆𝒄𝒕𝒆𝒅𝒉𝒐𝒖𝒔𝒆𝒉𝒐𝒍𝒅𝒅𝒆𝒎𝒂𝒏𝒅(𝒒𝒖𝒆𝒔𝒕𝒊𝒐𝒏3 %)𝒙

CITY HOUSEHOLD POPULATION TARGET MARKET

 Location  Reputation and Brand Power

 First Mover Advantage  Financial Status

 Services Offered  Price

 Number of possible customers  Number of Indirect Competitors

 Existence of Computer-Mediated  Economic Factors

TOWS Matrix (Summary)

 Maximize the use of  Maximize the use of

 Utilize your First

 Maximize the use of  Maximize the use of

 Provide great promos  Provide great promos

S1O1 - Take advantage of good location and high demand

S1O2 - Use/utilize your First mover advantages; Advertise