MARKET ASPECT

Target Market Description

Target Market groups of Monggo Ice Cream plans to focus primarily with the students of

DMMMSU-MLUC. The other target market groups under consideration are the wholesalers and

retailers in the City of San Fernando, La Union. Other consumers and customers may be counted

as well. Particularly those who are in a strict diet or health conscious people. This product aims

to satisfy these target market groups with the taste of our home made healthy ice cream and is

conceptualized in an innovated way of making a good quality Ice Cream which definitely have

nutritional advantages and a good source of vitamins and minerals given that it is made up of its

main ingredient which is the Monggo, a kind of vegetable (legumes).

Supply Analysis

The researchers interviewed the inventory staffs of the different grocery stores in the City

of San Fernando, La Union selling ice creams namely National Bazaar, CSI, Save More,

7Eleven, Ice Cream House, and IB Bazaar.

NATIONAL BAZAAR
Year Container Net Content (mL) Monthly Annual Supply
2015 880 75 12 792000
2016 880 75 12 792000
2017 880 75 12 792000
2018 880 75 12 792000
2019 880 75 12 792000
CSI
Year Container Net Content (mL) Monthly Annual Supply
2015 1200 75 12 1080000
2016 1200 75 12 1080000
2017 1200 75 12 1080000
2018 1200 75 12 1080000
2019 1200 75 12 1080000
SAVEMORE
 Year Container Net Content (mL) Monthly Annual Supply
2015 880 75 12 792000
2016 880 75 12 792000
2017 880 75 12 792000
2018 880 75 12 792000
2019 880 75 12 792000
7ELEVEN
Year Container Net Content (mL) Monthly Annual Supply
2015 450 75 12 405000
2016 450 75 12 405000
2017 450 75 12 405000
2018 450 75 12 405000
2019 450 75 12 405000
ICE CREAM HOUSE
Year Container Net Content (mL) Monthly Annual Supply
2015 580 75 12 522000
2016 580 75 12 522000
2017 580 75 12 522000
2018 580 75 12 522000
2019 580 75 12 522000
IB BAZAAR
Year Container Net Content (mL) Monthly Annual Supply
2015 450 75 12 405000
2016 450 75 12 405000
2017 450 75 12 405000
2018 450 75 12 405000
2019 450 75 12 405000

Price Study

The table shows that the lowest possible prices of ice cream products would be between

P50.00 – 80.00 while for the highest prices ranges between P100.00 – P300.00. The prices of the

products were also based on the brand name of each product.

DIRECT COMPETITOR Net Content Unit Price

Selecta ice cream 3.3 liters 299.00

Mangnolia ice cream 425 ml 88.00

Nestle temtations 1.3 liters 290.00

 Factors Affecting Demand

Income. Income plays as an important factor in purchasing behavior. According to

Chunhapak et al., 2008, noted that people who have different income have different selection of

product. Moreover, people who have high income are more ready to buy expensive products but

people who have low income are not. Therefore, income is one factor that affects purchasing

behavior. In term of dairy product, Blanchin et al., (2007) said customers should have enough

time and sufficient income to purchase and use the product (diva-portal.org).

Population.Acts as a crucial factor that affect the market demand of a product. If the

number of consumers increases in the market, the consumption capacity of consumers would

also increase. Therefore, high growth of population would result in the increase in the demand

for different products.

Taste and Preferences play a major role in influencing the individual and market demand

of a product. Customers’ taste and preferences can change depending on the season, types of

advertisement they see or information they receive from friends and family. It is alsoaffected due

to various factors, such as life styles, customs, common habits, and change in fashion, standard

of living, religious values, age, and sex.A change in any of these factors leads to change in the

tastes and preferences of consumers.

Prices of Substitute/Related Goods. The demand for a good is also affected by the prices

of other goods, especially those which are related to it as substitutes or complements.

Advertising. Advertising can affect consumer demand in many different ways. Becker

and Murphy (Quarterly Journal of Economics 108:941-964, 1993) have argued that the

“presumptive case” should be that advertising works by raising marginal consumers’ willingness

to pay for a brand.

 Factors Affecting Supply

Technology. The one thing can be expected to happen in the market research field in

2017 is an acceleration of the technological trends that are ceaselessly impacting market research

work. Simultaneously, the industry will struggle ever more with how to implement and handle all

of its latest research possibilities. (Bob Lederer, Publisher, Editor & Producer, RFL

Communications).

Government Policies. Implies that the different policies of government, such as fiscal

policy and industrial policy, has a greater impact on the supply of a product.

All dairy products exported to the Philippines for retail sale should be registered with the

Food and Drug Administration (FDA) Philippines. A Certificate of Goods Manufacturing

Practice issued by a Government Health Agency and authenticated by the Territorial Philippine

Consulate is also required. FDA evaluates applications for registration in terms of absence of

non-permissible substances, compliance with specific standards and labelling requirements, and

completeness of documentary requirements (Austrade.gov.au, 2014).

Climate. Affect the demand of a product to a greater extent. For example, the demand of

ice-creams and cold drinks increases in summer, while tea and coffee are preferred in winter.

Some products have a stronger demand in hilly areas than in plains. Therefore, individuals

demand different products in different climatic conditions.

Availability of Raw Materials. Issues on the supply side and rapid changes in the global

economy - spurred by rising demand and consumption rates in emerging markets - are generating

uncertainty, as well as being major factors in the volatility of raw materials prices."Raw material

prices are experiencing unprecedented volatility. Driven by growth in places such as Asia,

uncertainty about growth in Western Europe and North America, and raw material supply
markets that are gradually tightening, prices will continue to be volatile well into the future,"

management consultancy A.T. Kearney notes. "For companies with significant raw material

exposure - particularly manufacturers and those in the process industries - mastering raw

material volatility has become essential to short-term growth and long-term competitive

advantage."(IlyaLeybovich, 2012)

Tax. If the tax rate is low, then the supply of a product would increase.Dairy products

and procedures may cost more if a bill proposing taxes on these is passed.

Factors affecting Price

New product. Since it is a new product and does not have an established brand name,

therefore the prices are less.

Product cost. Taking into consideration all the operating expenses and keeping

considerable a profit margin of Monggo Ice Cream, the price has been fixed.

Penetration pricing. We have kept our prices low so as to capture large market share.

Extent of competition in the market. Other competitors like Selecta, Magnolia, Nestle

and etc. have an established goodwill. Also there are a wide variety of dairy products

available in the market. Seeing the intense competition, we have kept our prices low.

Marketing Program

 Monggo Ice Cream should intend to use a slow-growth strategy in entering the ice cream

industry considering primarily the changing market. Gaining brand exposure will be an

on-going effort supported in large part through referrals. Referrals are the best are the

best marketing tool. However, gaining customers to provide word of mouth advertising is
 time intensive. In order to initially attract clients, advertising through industry

publications, joining trade associations, and participation in tradeshow events should be

used. Developing partnerships with large logistics industry promoters is also necessary.

Through these partnerships, Monggo Ice Cream can establish itself as an industry leader

by providing articles and gain additional exposure through the partners’ websites and/or

publications.

Product

The product must have a presentable and attracting packaging which must also contain

the product’s Brand name, product’s actual picture (if necessary), Nutritional facts, Net

weight and/or net content, ingredients, serving suggestions, and customer hotline for

costumer queries.

Price

Since the primary target market of the product are the students of DMMMSU-MLUC, the

price must be affordable but reasonable. So that students can afford to buy ice cream.

P20.00 will be the selling price of the 75 mL monggo ice cream. The price was based on

the total expenses of the product and the price that consumer most likely to choose.

Place

The proposed business and processing site will be operated at Marketing Center, College

of Management, DMMMSU-MLUC, Catbangen, City of San Fernando, La Union.

Promotion
Advertising is the action of calling public attention to something. The general objective is

to increase brand awareness or to demonstrate the differences between product and competing

products in order to sell them.

 Monggo Ice Cream will be advertised through use of social media like Facebook

(Facebook page), print media (poster), and mail (flyers). Informing the consumers online would

further push the information about the product and will induce interactivity and potential users’

.The use of flyers, leaflets and posters will help the product to teach customers on certain

information about the product. The leaflets contain benefits, costs, contact number for any

inquiries and other important information about the product.

Production Plan

Product Description

Physical Properties

Ice cream is creamy and delicious frozen desserts because it is very sweet, refreshing and

soft treat on hot summer days. Monggo Ice Cream contains monggo, egg white, nestle cream,

sugar, condensed milk and vanilla. Monggo ice cream color is light brown it is because of the

light texture of mogggo. It is solid, yet soft, and preferably stay that way while melting slowly. It

is contained in 75 Ml. It is suitable for ice cream container because of its solid yet soft like

texture.

Chemical Properties

Monggo Ice cream composes of five main ingredients which are monggo, egg white,

nestle cream, sugar, and vanilla. Monggo seeds are high in carbohydrate and protein, fair source

of calcium, iron, and vitamins A and B. Egg white contains different kinds of proteins. Sugar

contains a number of carbohydrates, such as monosaccharides, disaccharides,

or oligosaccharides.

Uses of the Product

Ice cream is the frozen food which is mostly consumed as a dessert. Ice cream is loved by

everyone. A scoop of ice cream could provide some health benefits. It contains the Vitamins

such as Vitamin B12, B6, D, C and E. It is also an excellent source of fats, proteins and

carbohydrates which is essential for the production of energy to the body. It also prevents the

formation of kidney stones, PMS and mood swings.

Manufacturing Process

Soak mung beans Overcook mung Mash mung beans Mix egg white and
overnight. beans. until paste-like. sugar until thick.

Transfer in a sealed Add vanilla or Mix condensed milk

container and freeze. chocolate. and all-purpose cream.

INGREDIENTS:

1/2 kg monggo (mung beans), washed

1/4 kg brown sugar

3 eggs

All Purpose cream

Condensed Milk

Water (for soaking)

Vanilla (or chocolate) flavor

First, soak the mung beans in water, overnight. Place the mung beans in a medium-sized

sauce pan. Add water, about two inches above the level of the mung beans.Place the pan over

medium heat and bring it to a boil.Once it starts boiling, reduce heat. Wait until the beans are

overcooked then remove from heat.Using a strainer, drain some of the water, wait till the

temperature decreases. Mash the mung beans until it become paste-like.

Crack 3 eggs and separate the yolk from the white, put sugar and beat egg whites with an

electric mixer on medium speed until they are thick and white, this will serve as the condenser.
In a separate bowl mix the condensed milk and all-purpose cream altogether. Put vanilla or

chocolate for flavoring. Transfer it into a sealed cup and freeze 24 hours.

Workflow from purchase of raw materials

Gather the ingredients needed

Combine all the liquid mixtures for making an ice

cream

Add the mashed mung beans in the mixture

Chill for four hours

When done prepare for the finishing touches

Tools and Utensils

Item Description Source Quanti Unit Price Cost

ty
Apron A functional Home and 2 pcs. 50.00 100.00

accessory that Appliance

layers over ones Department

outfit to protect Store, CSI

ones clothes the City

and skin from Mall, City

incidental stains of San

and marks. Fernando,

La Union.

Hairnet A cap of loose Public 2 30.00 60.00

net, as of silk or Market,

nylon, for City of San

holding the hair Fernando,

in place. La Union.
 Gloves Gloves are Public 2 35.00 70.00

called personal Market,

protective
City of San
equipment.
Gloves create a Fernando,
barrier between
La Union.
germs and
hands. They
help keep hands
clean and lessen
the chance of
getting germs
that make
people sick.
Egg Beater A hand tool that La Union 1 100.00 100.00

is used to Metro
manually mix
Houseware
and beat eggs or
other similar , CSI the
ingredients,
City Mall,
such as sauces,
batter, egg City of San
whites, and Fernando,
dressings. This
La Union.
kitchen utensil
is typically
made of
stainless steel
with stainless
blades all of
which can be
easily cleaned.
 An Egg Beater
is most often
used for mixing
and blending
foods quickly,
easily and
without much
preparation or
cleanup.

Mixing Bowl A mixing bowl La Union 2 50.00 100.00

is a deep bowl Metro

that is
Houseware
particularly well
suited for , City of
mixing
San
ingredients
together in. Fernando,

These come in La Union.

many materials,
such as stainless
steel, ceramic,
glass, and
plastic.
 Spoon Spoons are used Home and 2 26.00 52.00

primarily for Appliance

eating liquid or
Department
semi-liquid
foods, such as Store, CSI
soup, stew or
the City
ice cream, and
very small or Mall, City

powdery solid of San

items which
Fernando,
cannot be easily
lifted with a La Union.
fork, such as
rice, sugar,
cereals and
green peas.
Plastic Cups A plastic cup is Home and 30 5.00 150.00

a cup made out Appliance

of plastic. It is
Department
most commonly
used as a Store, CSI
container to
the City
hold beverages.
Some are Mall, City

reusable while of San

others are
Fernando,
intended for a
single use La Union
followed by
recycling or
disposal.
TOTAL Php
632.00
Materials

The purchase of materials of the business will be quarterly.

Table 18.
Ingredients Specifications Source Quantity Cost Total

Monggo Chemical Public 1 Php Php 30

Mung bean Market,
(Vignaradiata L.) is a food City of Pack 30
source of vitamins, San
minerals, and essential Fernando,
amino acids and has a high La union.
nutrient value comparable
to that of soybean (Glycine
max L. Merr.) and kidney
bean (Phaseolus
vulgaris L.) Mung bean is
traditionally known as a
functional food, and its
functional components
have been identified over
decades with the
development of analytical
techniques. In recent years,
the physiological
functionality of mung bean
has received attention,
particularly with respect to
the content of anti-
angiotensin I-converting
enzyme and to antitumor,
antioxidant, anti-diabetic,
and anti-melanocyte
effects. Mung bean starch
is also considered to be the
most suitable raw material
for starch noodle-making,
as it contains resistant
starch that can escape
digestion in the small
intestine.
All Purpose Chemical 2 boxes 48 Php96

Cream True to its name, all- National

purpose cream is a flexible Bazaar,
and versatile type of cream City of
that can be used for both San
your savory and sweet Fernando,
creations. The cream is La union.
pourable at room
temperature but is also able
to be easily whipped when
chilled.

Condensed Chemical 2 cans 43 Php 86

Sweet and condensed milk
Milk is whole milk, partly
skimmed milk or skimmed Puregold,
milk from which Manna
approximately 50 percent Mall, City
of the moisture has been of San
removed. It must contain Fernando,
no less than 28 percent La union.
milk solids and 8 percent
milk fat if whole milk was
the raw material. The
condensed skimmed milk
must not contain more than
0.3 percent fat. It must
contain added sugar,
dextrose, glucose, glucose
solids or lactose in any
combination. Vitamin D
may be added, but the
addition of vitamin A is
mandatory.
Sugar Chemical Public ½ kilo 25 Php 25
A sweet taste and flavor, Market,
sugar imparts numerous City of
functional properties that San
make it an important Fernando,
ingredient in many foods. La Union
Specific functional
properties of sugar can be
classified into four broad
categories: sensory,
physical, microbial and
 chemical. These properties
also make sugar an
exceptional functional
substance for non-food
applications.
Vanilla Chemical Savemore 1 Bottle 39 Php 39
Vanillin is the primary Market,
component of the extract of City of
the vanilla bean. Synthetic San
vanillin, instead of natural Fernando,
vanilla extract, is La Union
sometimes used as a
flavouring agent in foods,
beverages, and
pharmaceuticals. It is used
by the food industry as well
as ethylvanillin. Artificial
vanilla flavoring is a
solution of pure vanillin,
usually of synthetic origin.
Chocolate Chemical National 1 Bottle 90 Php 90
A sweet, chocolate- Bazaar,
flavored condiment. It is City of
often used as a topping or San
dessert sauce for various Fernando,
desserts, such as ice cream, La Union
or mixed with milk to make
chocolate milk or blended
with milk and ice cream to
make a chocolate
milkshake. Chocolate syrup
is sold in a variety of
consistencies, ranging from
a thin liquid that can be
drizzled from a bottle to a
thick sauce that needs to be
spooned onto the dessert
item.
Eggs Chemical Public 3 Pieces 5 Php 15
Egg consists of three main Market,
parts, the shell, the egg City of
white and the egg yolk. The San
shell consists of calcite Fernando,
crystals embedded in a La Union
matrix of proteins and
polysaccharide complex.
 Inside the shell the viscous
colorless liquid called the
egg white accounts for
about 58 per cent of the
total egg weight.Egg white
is composed of thin and
thick portions. 20-25% of
the total white of fresh eggs
(1-5 days old) is thin white.
The chief constituents of
egg white besides water are
proteins.
TOTAL Php
381.00

Waste Disposal

In disposing the waste of production, a trash bin will be put with color coding green for

biodegradable and a blue colored bin is for non-biodegradable like plastic bottles. Before

dumping anything into the recycling bin, municipality's website to scope out which varieties of

plastics is acceptable.

In terms of garbage collecting, GapuzTe Building is scheduled for Monday, Wednesday

and Friday. All garbage must be placed outside the plantation secure and ready for pickup.

Garbage fee in the city is Php20.00 per month or Php240 a year.

Income Statement

INCOME STATEMENT
2018

Sales
600.00
Less: Cost of Goods Sold
381.00
Gross Profit
218.00
Target Market Description
Monggo Ice cream considers all types of people in all ages what they came from, either
who have high or low income that can be one of our potential buyers for the benefits of our
potential customers we extend our effort to understand their wants and preferences in order to
meet the satisfaction of our innovated product. One of our target market is the students from
DMMMSU MLUC. It offers affordable price and addressing health and wellness trends.

Demand Analysis

A Demand and supply analysis helps determining the equilibrium price and quantity of the
product. It shows the price and quantity combination individual buyers will purchase and
suppliers will offer for sale for a specific product, market and time. A movement between one
price and quantity combination, within the same schedule, is a change in quantity demanded or
supplied. A development of an entirely new set of price and quantity combinations is a change in
demand or supply.
The law of demand states that people will buy more at lower prices and less at higher prices.
With this demand and utility (satisfaction) are directly linked because buyers attempt to
maximize their utility compared with their income and the prices of items.
The law of supply is based upon the profit motive and the desire of individuals to use factors of
production for their personal benefit. It states that sellers will produce and sell more of a product
or service at a higher price than a lower price.

Production Process

INGREDIENTS:
1/2 kg monggo (mung beans), washed
1/4 kg brown sugar
3 eggs
All Purpose cream
Condensed Milk
Water (for soaking)
Vanilla (or chocolate) flavor

Step by step procedure:

First, soak the mung beans in water, overnight. Place the mung beans in a medium-sized sauce
pan. Add water, about two inches above the level of the mung beans.Place the pan over medium
heat and bring it to a boil.Once it starts boiling, reduce heat.Wait until the beans are overcooked
then remove from heat.Using a strainer, drain some of the water, wait till the temperature
decreases. Mash the mung beans until it become paste-like.
Crack 3 eggs and separate the yolk from the white, put sugar and beat egg whites with an electric
mixer on medium speed until they are thick and white, this will serve as the condenser.
In a separate bowl mix the condensed milk and all-purpose cream altogether. Put vanilla or
chocolate for flavoring.

Transfer it into a sealed cup. Now u r ready to

Workflow from purchase of raw materials
 Create a monggo ice cream concept
 Gather the ingredients needed
 Combine all the liquid mixtures for making an ice cream
 Add the mashed mung beans in the mixture
 Chill for four hours
 When done prepare for the finishing touches

Equipment and Utensils

 Thermometer
 Egg beater
 Measuring cups and spoons
 Bowls, cups, spoons or cones to serve

Waste Disposal