Bachelor of Science in Business of Administration Major in Management

School of Management
University of Asia and the Pacific

“A Feasibility Study on
Limona’s: Home Brewed
Calamansi Juice”
Submitted in Partial Fulfillment of the Requirements for
MGT 221: Entrepreneurship and Innovation

Submitted by:

Li, Shaira S.
Magalong, Julio Angelo T.
Ocampo, Elaine Marie C.
Ragas, Ciana Frenella B.
Villacrusis, Genyl C.
Yuson, Carla Christine C.

Submitted to:

Dr. Eric Parilla

Faculty-in-Charge

May 2017
 TABLE OF CONTENTS

CHAPTER I – INTRODUCTION
Industry Background 2
Brief Background of the Company 4
Product Summary 4

CHAPTER II – MARKETING
Current Marketing Situation 5
Issue and Support Analysis 7
Competitor Analysis 11
Market Demand 23
Demand Forecast 24
Target Market 26
Positioning Statement 29
Marketing Mix 29
A. Product 35
B. Price 35
C. Place 36
D. Promotions 37

CHAPTER III – OPERATIONS PLAN

HR Requirements 38
Equipment, Facilities and Machineries Requirements 39

CHAPTER IV – FINANCIAL STATEMENT

Demand 46
Supplies 47
Manpower 47
Project Cost 48
Assumptions 48
Income 51
Income Statement (5 YEARS) 52
Cash Flows 54
NPV & IRR 55

FINDINGS 40

RECOMMENDATIONS 56

REFERENCES 62

1
 INTRODUCTION

Globally, citrus fruits have the highest production within the fruit category, and are more
commercially grown in more than 50 countries which includes the Philippines. In the country,
Calamansi is considered as one of the major citrus juices. It is scientifically known as
Calamondin Citrofortunella Microcarpa which belongs to the Rutaceae family. In addition,
calamansi is a popular Citrofortunella; this means that it is an intergeneric hybrid between the
genes of a citrus and kumquat. Moreover, calamansi is known by various names throughout the
globe and some of the most popular ones are calamondin orange, golden lime, kalamunding,
kalamansi, limonsito, or agridulce (Morton, n.d.).

The calamansi is believed native to China and thought to have been taken in early times
Indonesia and the Philippines. It became the most important citrus juice source in the
Philippines since it is said to be rich in vitamin C. The fruit is usually processed into syrups,
juices, concentrates, and purees (Agribusiness & Marketing Assistance Division, n.d.).

Mindoro is one of the major producers of calamansi in the Philippines. In fact, it was
once tagged as the “Fruit Basket of Oriental Mindoro” or the Calamansi king with more than 50
percent of the country’s calamansi produced. However, in recent years, owing to a lack of
appropriate institutional and marketing arrangements as well as value-adding activities for
calamansi, the industry faced an oversupply and surplus of fresh produce which, in turn,
resulted to heavy post-harvest losses, lower prices and smaller income received by the farmers
(Jocson, 2016).

With this, a home brewed calamansi juice was created and hitted the country which is
called Limona’s. The company partnered with Mindoro calamansi farmers to create a refreshing
calamansi drink. With three (3) branches already existing wherein one is located in Recto
Station, it aims to expand and establish its presence at the Katipunan Station where a lot of
commuters are students.The Katipunan Station of LRT Line 2, attracts an estimated 22,000
daily passengers, and most of whom are students, and low to middle income earners. Given all
these factors, Limona’s Home Brewed Calamansi Juice aims to provide Manila commuters with
a refreshing beverage for a cause.

2
 The Light Rail Transport System Line 2 (LRT-2) is one of the Philippines’ primary system
of transportation with an estimated foot traffic of 180,000 to 200,000 passengers daily (DOTC,
2014). This mass transportation system extends from Santolan to Recto, West to East. With a
total length of 13.8 kilometers, it traverses five (5) key cities namely Manila, Pasig, Marikina,
Quezon City and San Juan. The 11 stations of LRT System Line 2 serve to connect the
commuters from different areas of Metro Manila to the workplace and educational institutions
that they need to attend to since the ease and convenience of the LRT line 2 attracts
commuters so too are the retail and commercial stands that seek to do business in those
stations (Light Rail Transit Authority, n.d.).

The following paper will begin with the background of Limona’s and its industry. Next,
there will be a discussion of the issues and threats and its marketing analysis that can support
with the decision for brand extension of Limona’s in the desired Katipunan Station of LRT
System Line 2. Followed by a brief lay-out of Limona’s operations and financial statements. And
lastly, the paper will address each observed challenge and provide recommendations to help
enhance the business strategy of Limona’s.

PRODUCT LOGO

Image 1. Product Logo.

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BRIEF BACKGROUND OF THE COMPANY

Limona’s is dedicated in pursuing and extracting the highest quality of calamansi

products in the Philippines. They offer four (4) different home brewed juice namely, calamansi
juice, calamansi tea, pink calamansi lemonade and lemon calamansi. Limona’s aims to help
improve the common dilemma of the calamansi farmers while making good business sense at
the same time. The company has partners and beneficiaries located in the beautiful island of
Mindoro. Limona’s partnered with the calamansi farmers who have decades of experience and
dedicated their lives to ensure the highest quality of calamansi production in the country. In
addition, Limona’s management frequently visits their partner farmers in Mindoro to establish
close ties with them. As for their beneficiaries, the company aims to give back to these farmers
by ensuring that their children are well taken care of by providing scholarships and assistance in
their daily needs (Limona’s, n.d.).

PRODUCT SUMMARY

Limona’s serves four (4) different types of home brewed juice. These beverages are
Calamansi Juice, Calamansi Tea, Pink Calamansi Lemonade, and Lemon Calamansi. These
beverages come in sizes: 12oz, 16oz, and 22oz.

COMPANY MISSION AND VISION

Limona’s is a company dedicated to pursuing and extracting the highest quality of

calamansi products in the Philippines. The company was founded on the belief of sourcing the
calamansi fruit straight from the source - from the farmers themselves. We aim to help alleviate
the common plight of the calamansi farmers while making good business sense at the same
time.

OBJECTIVES

This year, the company will be releasing a ready-to-drink version of their beverages.
These ready-to-drink juices will be sold in key locations across Metro Manila. Moreover, the
company will also be exporting their calamansi concentrate. This is because Limona’s
4
 understand that there is a growing need for the product in the international market, and that they
aim to be the biggest exporters of calamansi concentrate in the country.

MARKETING PLAN

I. Current Marketing Situation

A. PSIC Code

Item Code Description

Section I Accommodation and Food Service Activities

Division 56 Food and Beverage Service Activities

Group 561 Restaurants and mobile Food Service activities

Class 5610 Restaurants and mobile Food Service activities

Sub-Class 56104 Refreshment stands, kiosk and counters

Table 1. Industry Classification (PSIC) from National Statistical Coordination Board.

Table 1 illustrates that Limona’s falls under Section I in the Philippines Standard
Industrial Classification (PSIC) which pertains to the Accommodation of Food and Service
activities. Specifically, it falls under Division 56, which is the Food and Beverage Service
Activities. In addition, this division refers to beverage serving activities, providing drinks fit for
immediate and mobile consumption. Moreover, it is fit in Class 5610 or also known as the
restaurants and mobile food service activities. Since Limona’s will be in the form of a kiosk-type,
it shall fall under subclass 56104 which pertains to refreshment stands, kiosk and counters
(NSCB, 2009).

B. Describe Industry

According to the Bureau of Labor Statistics, the accommodation and food service sector
consists of establishments providing customers with lodging and/or preparing meals, snack, and

5
beverages for immediate consumption. It usually includes both the accommodation and food
services establishments because the two activities are often combined at the same
establishment.

In the Philippines, the food service industry or food cart is considered as today’s top
small business. A food cart business is a business wherein one has a cart or mobile kitchen
usually set up on streets, train stations, schools, offices that sells food and drinks to the masses.
This is very popular and very lucrative since Filipinos love street foods. Not to mention the fact
that the masses would most likely buy food from the streets than from the restaurants where
they can easily eat the food anywhere as their merienda. In addition, Filipinos are known for this
kind of food habit (franchise-philippines.org, 2016).

Nowadays, the food cart business has thrived all over the country as they are easy to
manage, requires small capital and relatively easy to start. To name some of the best-selling
food cart brands in the year 2016 are Famous Belgian Waffles, Don’s Original Spanish Churros,
Potato Corner, Mr. Binatog, Chado, and Hero Sausages. These are also known to be some of
the best-selling food cart franchises in the Philippines with a price that ranges below 500,000
pesos wherein they have managed to maintain an affordable franchising fee despite their
proven profitability (Testa, 2016).

The food service industry is progressing in the country because it has been recently
revealed that the food cart industry has brought in at least 1 billion pesos in sales every year.
This number alone shows that Filipinos have truly cultivated a keen interest in this type of
business. Needless to say, the food cart industry can still compete with any business
opportunities online that a person can try. In addition, it is creating a significant number of
employment opportunities in the country (franchisemanila.com, n.d.).

C. Different Problems and Challenges Faced

Growing competition with other citrus drink kiosks or even other healthy food kiosks that
serve healthy drinks may be also a problem or challenge for Limona’s, especially when it comes
to quality because according to Neilsen from an article by Oliver Bayani, quality can encourage
Filipinos to switch brands. This can be supported by data in which 51% of Filipino consumers
6
tend to switch for better quality (Bayani, 2013). Thus, Limona’s must always achieve in attaining
good quality products.

Analysis: In the Philippines, it is noticeably easy to see the food cart business flourish
especially in urban areas wherein it generates approximately close to a billion pesos in sales
due to its popularity to Filipino consumers. The food cart business is well supported by Filipino
consumers since it offers affordable snacks, drinks and merienda that are convenient and
practical to eat while walking or during a long commute. The possible problems and challenges
in terms of the growing competition with other citrus drinks businesses may be a possible
problem or challenge that Limona’s will have to face along the way.

II. Issue and Opportunity Analysis

OPPORTUNITIES

1. Low Maintenance of Calamansi and Lemon as Harvests

Citrus fruits can be propagated through seed budding, grafting, and marcotting. These
type of fruits may be planted any time of the year if irrigation is available. Irrigation is a huge part
of planting citrus fruits because it avoids water stress. Generally, citrus trees start bearing fruits
3 to 5 years from planting and can be harvested 5 to 6 months from flowering which depends on
the environment, and of course, the species. Moreover, citrus fruits do not ripen after it has
been harvested, so it is important that it is picked at the right stage of maturity (Starting A Citrus
Farm, 2015).

With the given facts above, it is evident why calamansi trees have become a preferred
choice of harvest for many farmers. With its versatility in being able to grow in four (4) different
types of climate, minimal problems when it comes to pests and diseases, and infestation could
easily be identified, there is no doubt that calamansi and lemon as harvests are low
maintenance (Mangubat, 2015).

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 2. 97% Success Rate of the Food Kiosk Business in the Philippines

In 2016, there have been an increase in food kiosk popularity as it offers filipinos food at
affordable prices. Food kiosks are usually located in busy areas like the MRT and LRT stations
that has heavy foot traffic. Because of this, food kiosks generate a lot of profit everyday.
(Manarang, n.d.).

3. Growing Market for Healthy Food Options

Based on a recent Pulse Asia Survey, 3 out of 5 Filipinos prioritize health and staying
away from illness (Philippine Daily Inquirer, 2016). This has attributed to the increased demand
for wholesome food and drinks.

Calamansi and lemon juice have been known to contain a rich source of Vitamin C that
strengthen the immune system as well as boost collagen production (Calamansi Farming, The
Money-Making Tree, 2015). Thus, Limona’s has an advantage of serving calamansi and lemon
juice because it gives them an edge in this growing popularity of being health-conscious.

4. High Demand for Brands with Corporate Social Responsibility

According to Nielsen Global Survey of Corporate Social Responsibility, the Filipino

consumers ranked highest in the world when it comes to supporting and purchasing from
brands that are socially and environmentally responsible. They said that this behavior is
important in the culture of the consumers because it influences their purchasing decisions (Asia
briefing, 2014).

This is a good opportunity for Limona’s which is committed in making a social impact by
offering a percentage of its earnings as financial aid for the education of the children of farmers
from Mindoro. In the face-to-face interview conducted by the researchers, consumers are willing
to buy from Limonas because of this factor.

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 THREATS

1. Adverse Weather Condition

Calamansi is a shrub that requires warm to cool climate. The flowering and fruiting of
this crop is year-round. However, the peak harvest season lasts for three months which falls
during August to October in the Philippines. In addition, it grows in any soil type but it mainly
requires a well-drained, sand or clay loam soil that is rich in organic matter. Given that
calamansi is a shrub, it cannot tolerate excessive moisture and strong winds since it has
moderate tolerance to drought and shade. This is why the shrub can only receive 1,500 to 2,000
mm rainfall annually (CropsReview.com & Bareji, 2016).

According to a study conducted by the Bureau of Agricultural Statistics, the cut

production of the two major Philippine fruit crops in 2012 was due to the bad weather condition
that resulted to frequent rains, and one of the major fruit crop included was calamansi. The
calamansi production fell by 2.2% to 178,507 mt. (Chua Co, 2013). Because of the adverse
weather condition, the production of calamansi decreased. This can be considered as a threat
to Limona’s for the reason that there can be an instance wherein there will be a shortage of
production which can lead to price increase.

2. Competition

Refreshment Kiosks

There are a lot of refreshment kiosks inside and outside the LRT 2 Katipunan terminal.
However, the two top refreshment kiosks are the Goola Gulaman and the Aloha Frappe which
are both owned by one franchisor: Liqui. They are positioned beside the desired location of
Limona’s. These two kiosks are considered as one of the biggest threats for Limona’s because
both stores offer similar products with Limona’s which is refreshments.

9
Neighboring Eateries and “Karinderias”

The LRT 2 Katipunan terminal is close in proximity to “karenderias” and commercial

establishments. Along Aurora Boulevard are convenience stores, mini marts and food
establishments for students and workers who pass by. These pose as threats as they may
compete with market share.

3. Consumer Preference During Monsoon Season

The Philippines is characterized by having tropical and maritime weather conditions.

With rainy season extending from June to November, an increase in monthly humidity is also
inherent to this season (Philippine Atmospheric, Geophysical and Astronomical Service
Administration, n.d). Consequently, this makes consumers switch to warm or hot beverages.
The buying behavior of consumers are affected by the external factors, such as the weather.

Analysis: The production of calamansi is easy, thus supply is secured all throughout a
year’s worth business. In addition, the increasing demand for healthy foods, gaining ground of
popularity for food kiosks, and interest in brands with corporate social responsibility means that
Limona’s will be able to generate more consumers, and possibly gain loyal consumers with the
strategies that the company has been doing. However, there are threats that lie on the existing
competition and the adverse weather condition in the country. A number of refreshment kiosks
and food kiosks that also offer beverages are already present in the location. On top of that,
there are also karenderias beside the LRT station which gives consumers a wide array of
options which can be an issue since Limona’s only offers four (4) flavors. Aside from
competition in the market share, the business can face possible shortage of calamansi during
stormy seasons. Also, during this season, consumer preference can change because the
consumers will likely opt for warm beverages.

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 III. Competitor Analysis

DIRECT COMPETITORS

NAME OF
USUAL
DIRECT PRODUCT/S PRICE PLACE COMPETITIVE ADVANTAGE
CUSTOMER
COMPETITOR

● Milk Blend GRANDE: ● Place of ● The only frozen milk-fruit

- Buco Fiesta ₱48.00 Distribution: and coffee flavored iced
- Melon Lychee - LRT-2 North and drink in the link of kiosks.
- Yummy Taro (Aloha South Katipunan ● Offers ten (10) different milk-
- Vanilla Peanut Frappe Station based drinks.
Butter offers only - 168 Shopping Mall ● Offers ten (10) different
- Mango Graham one size for coffee-based drinks.
- Strawberry and all of their
The usual Cream, Bubble drinks)
customers of Gum
Aloha Frappe are - Rocky Road
ALOHA
those who are in - Oreo Vanilla
FRAPPE
need of cold - Nutty Choco
(5 YEARS)
frozen drinks at
an affordable ● Coffee Blend
price. - Caramel
Macchiato
- Espresso
- Dark Mocha
- Coffee Mint
- Black Forest
- Java Chip
- Cappuccino
- White Choco Oreo

● Jelly Goola TINY: • Place of ● Its concept focuses on cold

- Pineapple ₱10.00 Distribution: gulaman drinks.
- Chocolate MIDGET: ● A very popular refreshment
- Macapuno ₱15.00 - LRT-2 North and that a lot of Filipinos prefer.
- Buko Pandan BIGGIE: South Katipunan ● Has an array of flavors.
- Fruit Salad ₱20.00 Station ● Kiosks has an eye-catching
- Coffee Jelly LARGE: - Plaza Cecilia San colors.
- Four Seasons ₱25.00 Jose Road, Sta.
The usual
GOOLA customers of Rosa 1, Marilao,
(5 YEARS) Goola are Bulacan
commuters. - AB Central M.L
Quezon Ave.
Angono, Rizal
- FEU-CAMPUS
TAMBAYAN,
Quiapo, Manila
- Central Park,
Antonio Villegas
St., Ermita Manila

11
 - Harrison Plaza -
F.B Harrison St.,
Malate Manila
- Tutuban Mall,
Manila
- Good Earth Victory
Mall, Carriedo
Manila
- San Roque Super
Market, Novaliches
- North Mall
Caloocan
- Baclaran Two
Shopping Center,
Pasay
- Aurora Blvd.,
Quezon City, Metro
Manila

● Beef Siomai Beef • Place of ● Consumer trust has already

● Chicken Siomai Siomai: Distribution: been built since the business
Japanese Siomai ₱32.00 has been in the industry for
● Pork & Shrimp Chicken Bacolod City eleven (11) years already.
Siomai Siomai: ● With the help of its parent
● Sharksfin Siomai ₱30.00 Baguio City company, Materrific, Master
● Tuna Siomai Japanese Siomai’s meat are
Gulaman Siomai: guaranteed to be in good
Boracay, Aklan
₱36.00 quality due to the 11-year
Pork & experience in meat
Shrimp Bulacan distribution.
Siomai: ● Japanese twist to siomai.
₱30.00 Cagayan De Oro ● Has a unique store facade.
Sharksfin
Siomai: Calasio
₱32.00
Tuna Cebu
Siomai:
The usual
₱33.00 Davao City
MASTER consumers are
Gulaman:
SIOMAI commuters and
₱12.00
(11 YEARS) people that are
on the go.
Cavite City

- Bacoor
- Dasmarinas
- Imus
General Santos City

Quezon City

- Balintawak
- Banawe
- Batasan Hills
- Blue Ridge
- Cubao
- Del Monte
- Diliman

12
 - Fairview
- Galas
- Kalusugan
- Kamuning
- La Loma
- Libis
- Loyola Heights
- New Manila
- Novaliches
- Old Balara
- Ortigas
- Paligsahan
- Project 2
- Project 4
- Project 6
- Project 7
- Project 8
- Sangandaan
- Santa Mesa
- Sikatuna
Village
- SM City North
EDSA
- Tandang Sora
- Tatalon
- Teachers
Village
- Tomas Morato
- Trinoma Mall
- Valencia
- West Triangle
- White Plains

Makati City
- Bangkal
- Bel-Air
- Cembo
- Comembo
- Dasmariñas
Village
- Glorietta
Complex
- Greenbelt
- Guadalupe
- La Paz
- Legaspi Village
- Magallanes
- Olympia
- Palanan
- Pinagkaisahan
- Pio del Pilar
- Poblacion

13
 - Rockwell
- Salcedo
Village
- San Antonio
- San Isidro
- San Lorenzo
- Santa Cruz
- Tejeros
- Urdaneta
- Valenzuela

Manila
- Binondo,
Manila
- Ermita
- Intramuros
- Malate, Manila
- Paco, Manila
- Quiapo, Manila
- Sampaloc,
Manila
- San Miguel
- San Nicolas
- Santa Ana,
Manila
- Santa Cruz
- Santa Mesa,
Manila
- Tondo

Palawan

Pasig City
- Dela Paz
- Kapasigan
- Kapitolyo
- Malinao
- Manggahan
- Maybunga
- Oranbo
- Ortigas
- Palatiw
- Rosario
- San Joaquin
- San Miguel
- San Nicolas
- Santa Lucia,
Pasig City
- Ugong, Pasig
City

Mandaluyong City
- Addition Hills
- Bagong Silang

14
 - Barangka
Drive
- Buayang Bato
- Daang Bakal
- Highway Hills
- Malamig
- Mauway
- New Zañiga
- Old Zañiga
- Ortigas
- Plainview
- Pleasant Hills

Taguig City
- Bonifacio
Global City
- FTI
- McKinley Hill

Parañaque City
- Baclaran,
Paranaque
City
- BF Homes
- Don Bosco,
Parañaque
City
- Don Galo
- Entertainment
City
- Marcelo Green
- Merville
- Moonwalk,
Parañaque
City
- San Antonio,
Paranaque
City
- San Dionisio,
Parañaque
City
- San Isidro,
Paranaque
City
- Santo Nino
- Sun Valley,
Parañaque
City
- Tambo,
Parañaque
City

Pasay City
- Baclaran
- Buendia
- CCP Complex
- Libertad

15
 - Malibay, Pasay
City
- Mall of Asia
Complex
(MOA)
- Newport City,
Pasay City
- Ninoy Aquino
Airport Area,
Pasay City
- Villamor
Airbase, Pasay
City

Roxas

Santiago

Tacloban

Muntinlupa City
- Alabang
- Bayanan,
Muntinlupa
City
- Cupang
- Filinvest City
- Poblacion
- Putatan
- Sucat
- Tunasan

Marikina City
- Barangka,
Marikina City
- Calumpang,
Marikina City
- Concepcion
Dos, Marikina
City
- Concepcion
Uno
- Fortune
- Industrial
Valley
- Jesus de la
Pena
- Malanday
- Marikina
Heights
- Nangka
- Parang
- San Roque,
Marikina City
- Santa Elena
- Santo Niño,
Marikina City

Las Piñas City

16
 - Almanza, Las
Piñas City
- BF
International,
Las Piñas City
- Pamplona, Las
Piñas City
- Pulang Lupa
- Talon

San Juan City

- Addition Hills,
San Juan City
- Greater San
Juan
- Greenhills, San
Juan City
- Little Baguio,
San Juan City
- West Crame,
San Juan City

Tagaytay City
- Tagaytay City

Valenzuela City
- Balangkas
- Dalandanan
- Gen. T. de
Leon
- Karuhatan
- Malanday
- Malinta
- Mapulang
Lupa
- Marulas
- Maysan

Caloocan City
- North
Caloocan
- South
Caloocan

Malabon City
- Acacia
- Catmon
- Concepcion
- Hulong Duhat
- Longos
- Maysilo
- Panghulo
- Portrero
- San Agustin
- Tañong

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 - Tinajeros
- Tonsuya
- Tugatog

Pateros City

● Suprema Pizza Supreme ● Place ● Has a reputation for

● Super Pizza Pizza: of Distribution: consistently producing high
● Barbecue, Beef ₱40.00 - LRT-2 quality and freshly baked in
and Mushrooms Super North and South store pizzas.
● Hawaiian Pizza: Katipunan Station ● Backed up by twenty (20)
Madness ₱40.00 - Riverbanks Mall, years of experience due to
● Bacon Sausage Pizza Box: Marikina its link with The Pizza
Bonanza ₱229.00 - Ever Gotesco, Pedricos Food Corporation.
● Iced tea in cup Ice Tea Ortigas Ext, Pasig This corporation has been
● Bottled Iced tea Cup: ₱10.00 - LRT Gilmore, New known for conceptualizing
The usual
Bottled Ice Manila Quezon City successful pizza kiosks like
consumers are
SANTINO’S Tea: - Limketkai Mall, Jimini Pizza which has been
people/commuter
(5 YEARS) ₱15.00 Cagayan De Oro trusted by the food cart
s with a fast
- AB Central, Angono industry as well as
paced lifestyle.
Rizal consumers. With this,
- SM City Masinag consumer trust already built,
- SM Center Angono and shows an attractive track
- Gaisano Grand record of sister brands
Mall Liloan (Entrepreneur, 2016).
- FriendlyMart,
Polomolok, South
Cotabato
- SM City North Edsa
Table 2. Competitor Analysis for Direct Competitors.

Table 2 shows the different direct competitors of Limona’s. These competitors are
considered as direct competitors because these are the kiosks that can be found inside LRT-2
South Katipunan Station, exactly where the possible fourth (4th) branch of Limona’s will be
located. These competitors serve affordable beverages that will go head to head with Limona’s
products.

To have brief backgrounds of each direct competitor, Aloha Frappe and Goola are under
a company called Liquifresh Food Corporation. It is a company that carries a food cart business
which provides quality service to their consumers. Liquifresh Food Corporation started in 2012
as they humbly worked only with a blender, bunch of fruit and lived by the philosophy “The
Customer is the Blood of the Company.” By 2014, the concept of “Goola” was established as
the highly flavored jelly juice drink which conforms to being healthy, affordable, and in good
quality in order to be the best (Goola, 2017). On the other hand, Master Siomai is a food cart

18
franchising business developed by Masterrific Foods. They currently have 550 outlets. One of
the keys to Master Siomai’s sensational success is because of its distinctive Japanese Siomai.
Along with their siomai products, they also serve gulaman as a refreshment. Lastly, Santino’s
Supreme Pizza. It is a food concept that started in 2012 by the Pizza Pedricos Food
Corporation. Santino’s Supreme Pizza is backed up by a company with two (2) decades of
experience in the fresh frozen pizza segment. With this, it ensures affordable and delicious
pizzas that are made of high caliber ingredients that are baked in store. Product quality and
freshness is also achieved through ingredients sourced from PPFC’s Certified commissaries
from the Bureau of Food and Drugs (Entrepreneur Philippines, 2014).

ALOHA FRAPPE

Aloha Frappe serves frozen milk-fruit and coffee flavored mixture with whipped cream on
top and made with shaved ice beverages. Aloha Frappe only serves one size which is Grande,
and it is priced at ₱48.00 (Goola, 2017).

Aloha Frappe’s way of promoting and advertising includes having a website

(www.goola.net) that they share with Goola since they are both under Liquifresh Food
Corporation. They also engage in business expos and franchising events. They heavily promote
their franchising promo package on both their website and Facebook page. Aloha Frappe has a
franchise promo package with Goola which costs ₱90,000 for the first ten (10) franchisees that
avail of the said package. This gives a great deal to interested franchisees because Aloha
Frappe’s regular package costs ₱120,000.

GOOLA

Goola’s product is called the “Goola Jelly.” It is a highly flavored jelly juice drink which
conforms to being healthy, affordable, and in good quality in order to be the best (Goola, 2017).
The Goola Jelly comes in different flavours such as pineapple, chocolate, macapuno, buko
pandan, fruit salad, coffee jelly, and four seasons.

Goola Jelly is priced at a very affordable pricing, and it varies per size. All Goola Jelly
flavours are priced the same. However, they offer four (4) different sizes called Tiny, Midget,
19
Biggie, and Grande (all sizes increase respectively). Both Biggie and Grande are served with
lids and straws while Tiny and Midget are not served with such. Tiny is priced at ₱10.00 per
serving, and it has a color code of orange to make consumers easily know which paper cup is
“Tiny.” Midget, on the other hand, is priced at ₱15.00 per serving and has a color code of green.
The yellow paper cup is known to be Biggie which is priced at ₱20.00, and lastly, Grande is
priced at ₱25.00 which is known to be the purple paper cup (Goola, 2017).

Goola’s ways of promoting and advertising includes having a website

(www.goola.net), Facebook page, and engaging in business expos and franchising events.
They heavily promote their franchising promo package on both their website and Facebook
page. Goola has a franchise promo package with Aloha Frappe which costs ₱90,000 for the first
ten (10) franchisees that avail of the said package. This gives a great deal to interested
franchisees because Goola’s regular package costs ₱120,000.

MASTER SIOMAI

Master Siomai aims to satisfy both the taste buds and pockets of the Filipino people by
offering products made from the best ingredients using innovative technology and skilled
workforce. Master Siomai offers six variety of siomai namely, japanese siomai, chicken siomai,
pork and shrimp siomai, beef siomai, tuna siomai, shark’s fin siomai (Master Siomai, 2017).

The pricing of Master Siomai ranges from ₱30.00 to ₱36.00 pesos for every order of a 4-
piece somai. Pork and shrimp siomai, and chicken siomai is at ₱30.00, sharksfin siomai and
beef siomai is at ₱32.00, tuna siomai is at ₱33.00, and Japanese siomai at ₱36.00 (Zomato,
n.d).

Master Siomai has several ways of promoting and advertising their products. They
have an online website (http://www.mastersiomai.com), Facebook page, and by participating to
different food and franchising expos across the country. In addition, Master Siomai do
sponsorship in events. For example, they sponsor in ASAP, a show in ABS-CBN that enables
them to advertise and promote on television. This serves as a big opportunity for them to
increase their franchisees.

20
 SANTINO’S

Santino’s Supreme Pizza offers affordable pizza made from high quality ingredients.
They offer 4 supreme flavors each made with 100% mozzarella cheese sourced from New
Zealand. Each slice contains a generous serving of premium toppings that are large in size.
These pizzas are made with consistent quality and are baked and heated in store (Entrepreneur
Philippines, 2014).

Santino’s Supreme Pizza has corporate and franchise kiosks. The Corporate kiosks offer
2 sizes, the Super variants and the Supreme variants. The Super variants are prices at ₱28.00
while the Supreme variants are priced at ₱40.00. Franchise kiosks offer the Super variant which
is priced at ₱28.00. All kiosks offer different flavors namely “Barbecue beef and mushroom”,
“Hawaiian Madness” and “Bacon Sausage Bonanza”. As for refreshment, Santino’s stalls offer
lemon iced teas worth ₱10.00 for the one in paper cups and ₱15.00 for bottled iced teas.

Currently, Santino’s Supreme Pizza has been handling its promotions through social
media and events. They have been active in updating posts and advertising through their
Facebook page. Through their Facebook page, they post recent photos and information on
newly opened stores as well as franchising hotlines and offers. They also post greeting during
holidays and significant events. Santino’s have also been participating in franchising and
entrepreneur expos. It is through these events that people are informed about their franchising
price, mechanics and inquiries (Santino’s Supreme Slice Official, n.d.).

MARKET SHARE OF DIRECT COMPETITORS

Kiosk Daily Sales Market Share

Aloha Frappe 4,000 18%

21
 Goola 5,000 23%

Master Siomai 8,000 36%

Santino’s 5,000 23%

Total 22,000 100%

Table 3. Market Share of the Different Competitors (Based from their Daily Sales).

Table 3 shows that all market shares of all competitors vary. However, the market leader
in terms of market share is Master Siomai with a 36% market share. Next to Master Siomai are
both Goola and Santino’s with 23% each, and lastly, 18% of the market share goes to Aloha
Frappe.
INDIRECT COMPETITORS

The indirect competitors of Limona’s are those that are within the vicinity of LRT-2
Katipunan Station, but not part of the station itself. These indirect competitors are 7-Eleven
Katipunan, Savemore Blue Residences, Watsons Blue Residence, and neighboring karinderias.

MARKET SHARE OF LIMONA’S

(BASED ON FOOT TRAFFIC - SEASONAL)

MONTH DAILY SALES %

APRIL 1,908 8

MAY 3,817 15

JUNE 5,725 21

JULY 5,725 21

AUGUST 5,725 21

SEPTEMBER 3,817 15

OCTOBER 1,908 8

NOVEMBER 5,725 21

DECEMBER 3,817 15

22
 JANUARY 1,908 8

FEBRUARY 5,725 21

MARCH 7,634 26
Table 4. Market Share of Limona’s (Based on the foot traffic-seasonal).
MARKET SHARE OF LIMONA’S
(BASED ON SUPPLY)

DAILY SALES 3,754

% 15
Table 5. Market Share of the Limona’s (based on supply)

IV. Market Demand

Limona’s market demand depends on the flavor and size preference of the respondents
that we were able to interview at LRT-2 South Katipunan Station. Graph 1, which is seen below,
shows the different preference of each respondent as to what variant they would most probably
purchase among all of the offered variants of Limona’s. The graph results to a total of two-
hundred (200) respondents.

Graph 1: Flavor and Size Preference.

23
 Analysis: Graph 1 shows the flavor and size preference of the respondents interviewed.
It resulted that a lot of the respondents prefer the 12oz. Calamansi Juice among all the variants
and it showed a percentage of 24%, second that ranked is the 16 oz. Calamansi Juice with
18%, and third ranking is the 16oz. Lemon Calamansi.

V. Demand Forecast

Based on the foot traffic conducted by the group, the first two tables show the total
number of commuters that pass by the kiosk area of LRT-2 South Katipunan Station. The foot
traffic was done from 7:00AM to 9:00PM.

On the other hand, the group was also able to conduct foot traffic on LRT-2 North
Katipunan Station from 7:00AM to 9:00PM because we wanted to compare which entrance/exit
generates more traffic in LRT-2 Katipunan Stations.

Table 6: South Entrance/Exit Weekday Foot Traffic.

7:00AM to 9:00AM 3,126

9:00AM to 10:00AM 450

10:00AM to 12:00NN 521

12:00NN to 1:00PM 591

1:00PM to 2:00PM 1,044

2:00PM to 4:00PM 1,497

4:00PM to 6:00PM 1,709

6:00PM to 7:00PM 1,747

7:00PM to 9:00PM 1,729

Total Foot Traffic South (Weekday) 12,414

Table 7: South Entrance/Exit Weekend Foot Traffic.

7:00AM to 9:00AM 758

9:00AM to 10:00AM 415

24
10:00AM to 12:00NN 391

12:00NN to 1:00PM 366

1:00PM to 2:00PM 598

2:00PM to 4:00PM 519

4:00PM to 6:00PM 1,137

6:00PM to 7:00PM 1,755

7:00PM to 9:00PM 1,236

Total Foot Traffic South (Weekend) 6,175

Table 8: North Entrance/Exit Weekday Foot Traffic.

7:00AM to 9:00AM 5,393

9:00AM to 10:00AM 2,004

10:00AM to 12:00NN 2,486

12:00NN to 1:00PM 2,364

1:00PM to 2:00PM 1,364

2:00PM to 4:00PM 1,426

4:00PM to 6:00PM 1,435

6:00PM to 7:00PM 1,751

7:00PM to 9:00PM 2,260

Total Foot Traffic North (Weekday) 20,483

Table 9: North Entrance/Exit Weekend Foot Traffic.

7:00AM to 9:00AM 3,633

9:00AM to 10:00AM 3,247

10:00AM to 12:00NN 3,088

12:00NN to 1:00PM 1,003

1:00PM to 2:00PM 2,137

25
 2:00PM to 4:00PM 1,656

4:00PM to 6:00PM 1,937

6:00PM to 7:00PM 1,218

7:00PM to 9:00PM 1,188

Total Foot Traffic North (Weekend) 19,107

Table 10: Total Weekday and Weekend Foot Traffics.

SOUTH ENTRANCE / EXIT

Weekday 12,414

Weekend 6,175

NORTH ENTRANCE / EXIT

Weekday 20,483

Weekend 19,107

Analysis: As seen in Tables 6, 7, 8, and 9, the foot traffics conducted resulted to a huge
difference between the two entrances/exits in LRT-2 Katipunan Station. Table 10 shows that the
South entrance/exit has a lower traffic for both of its weekday and weekend traffic which only
has 12,414 and 6,175 respectively. Comparing it to the North entrance/exit with 20,483 in its
weekday foot traffic, and 19,107 for its weekend foot traffic, it is evident that the North
entrance/exit has more traffic in its area. Thus, there might be a disadvantage as to where the
new kiosk of Limona’s will be placed due to the foot traffic of LRT-2 South entrance/exit.

VI. Target Market

Limona’s initial target market are those in Classes C and D for their upcoming kiosk in
LRT-2 Katipunan Station. In the Philippine market, Class C people are those that make ₱20,000
to ₱100,000 per month, while Class D people are those that have a monthly income of ₱10,000
to ₱20,000 (Philippine Microfinance Discussion Papers, 2012). In addition, people that are
classified in Class C are known to be the “middle-class” men, while people in Class D are

26
known to be the “masa” segment (An Attempt to Define Philippine Socioeconomic Classes
ABCDE, 2012).

Target Market Demographic Geographic

Students Ages 15 to 25 Lives in Katipunan or their school is

Class C and D located within Katipunan
Female/Male

Professionals, Self-Employed, and Ages 21 and Lives in Katipunan or their work is

Stay-At-Home Commuters above located within Katipunan
Class C and D
Female/Male

Table 11. Target Market of Limona’s for the LRT-2 Katipunan Station.

Based on the survey conducted by the group, the target market of Limona’s are students
with 67%, 19% are professionals, 9% are self-employed yet commutes for business purposes
and stays away from the traffic, and lastly, stay-at home commuters with 5%. The following
figures may be seen in Graph 2.

Graph 2. Occupation of LRT-2 Katipunan Station Commuters.

27
 Graph 3. Age of Commuters in LRT-2 Katipunan Station.

Graph 4. Monthly Salary/Allowance of Commuters in LRT-2 Katipunan Station.

As seen in Graphs 2, 3, and 4, the group was able to establish the occupation of the
target market of Limona’s in LRT-2 South Katipunan Station. With the conducted survey with a
28
total of two-hundred (200) respondents, results show that students, professionals, self-
employed, and stay-at-home commuters ranging from 15 and above years of age, male and
female in either classes C or D are the target market of Limona’s.

It can be concluded that majority of LRT-2 South Katipunan Station’s population is made
up of students with 64%, 19% are professionals, 9% are self-employed, and 5% are stay-at-
home individuals.

VII. Positioning Statement

To students, professionals, self-employed, and stay-at-home commuters who take LRT-

2 South Katipunan Station on a daily basis, Limona’s is a calamansi and lemon juice kiosk with
social responsibility efforts to farmers in Mindoro.

VIII. Marketing Mix

MARKETING RESEARCH

The group conducted a short survey with LRT-2 Katipunan Station commuters about
their age, work, monthly salary/allowance, how often they transport with the means of LRT-2 in
a week, what time they usually pass by the said station, if they buy food and/or drinks from LRT-
2 South Katipunan food kiosks, their flavor and size preference from Limona’s variants, their
desire to buy if a percentage of the sales go to scholars in Mindoro, and lastly, what their
preferred food kiosk is in LRT-2 Katipunan Station.

The group was able to survey a total of two-hundred (200) respondents. And with these
respondents, we were able to come up with statistical data about their willingness to try and buy
Limona’s, and if they are willing to try Limona’s again once the kiosk is up and running.

29
Graph 5. How Many Times Do You Travel via LRT-2 Katipunan Station In A Week.

Graph 6. Usual Travel Time of Commuters in LRT-2 Katipunan Station.

30
Graph 7. Frequency Of Buying Food At LRT-2 Katipunan Station Kiosks.

Graph 8. Frequency Of Buying Drinks At LRT-2 Katipunan Station Kiosks.

31
Graph 9. Price Willing To Pay A 12oz Cup Of Lemonade Juice.

Graph 10. Desire To Buy Due To CSR of Limona’s.

32
Graph 11. Preferred Food Stall In LRT-2 South Katipunan Station.

Graph 12. Willing to Try.

33
 Graph 13. Willing to Buy.

Graph 14. Willing to Buy Again After First Purchase.

34
 FOUR (4) P’S

A. Products

Limona’s menu consists of four (4) different citrus beverages. First of which is a very
Filipino loved type of drink which is Calamansi Juice. Having Filipinos love calamansi or citrus
type of drinks, Limona’s gave a twist on calamansi by introducing Calamansi Tea. Another
enticing drink that Limona’s offer is their Pink Lemonade. And now, their newly introduced drink
is the Lemon Calamansi.

The products are all produced naturally. All goes through an intensive production
process wherein it starts with harvesting of the calamansi and/or lemon fruit. Then, the staff
sorts and washes the fruits to see if there are any overripe or spoiled fruits. Once all fruits are
checked and washed, it goes through extraction where all the concentrate comes from. With all
the accumulated concentrate done from extraction, it goes through filtration. This process is
done three (3) to four (4) times in order to make sure that the concentrate would not have any
pulp left. With that process being done, the pulp-free concentrate goes through pasteurization
process wherein it will be heated inside a 90 degree celsius tub for a few minutes. After
pasteurization, the concentrate will be packed in its proper containers and will be stored in a
cool freezer for it to settle and be ready for delivery.

B. Price

BEVERAGES 12 oz. 16 oz. 22 oz.

Calamansi Juice ₱19.00 ₱24.00 ₱29.00

Calamansi Tea ₱19.00 ₱24.00 ₱29.00

Pink Calamansi Lemonade ₱19.00 ₱24.00 ₱29.00

Lemon Calamansi X ₱39.00 ₱49.00

Table 11. Limona’s Current Menu.

35
 Limona’s home brewed calamansi juice are served in three (3) sizes: 12 ounces, 16
ounces, and 22 ounces. For the Calamansi variants such as the Calamansi Juice, Calamansi
Tea, and Pink Calamansi Lemonade, the 12 ounce size serves as the “regular” size and is
priced at ₱19.00. The 16 ounce “medium” is priced at ₱24.00 while the largest, 22 ounce is
priced at ₱29.00. The Lemon Calamansi is priced at ₱39.00 for the 16 ounce and ₱49.00 for
the 22 ounce respectively. For every sale, 2% of the income per cup is allotted for the
scholarship of farmers’ children.

Graph 9 (can be seen in page 28) shows that majority of the respondents would pay
from the range of P15 to P19 for a 12 oz. cup of lemonade juice. These respondents totaled to
92 out of 200. On the other hand, 84 respondents said that they would pay P20 to P29 for a 12
oz. cup of lemonade juice because to them, they would pay the extra peso knowing that the
beverage would give off health benefits and natural ingredients. This would mean that Limona’s
may either retain or increase their price in terms of their 12oz. beverages.

Pricing Strategy

The pricing strategy of Limona’s is differentiation strategy. Differentiation Strategy is

all about developing a product or service that offers unique attributes which Limona’s
possesses. In relation, these unique attributes are valued and perceived by customers to be
better than or different from the products of its competitors. A good thing with differentiation
strategy is that the business’ products may be charged at a premium price. With this, the
business hopes that with higher prices, it will be able to cover extra costs incurred in producing
and offering the product (Saint-Leger, 2017).

C. Place

Inclusive Business Model

The business model of Limona’s embodies an Inclusive Business Model as it benefits

the families of farmers in Mindoro. Limona’s aims to innovate on an already established industry
by empowering the family of farmers and at the same time having constant supply of high
quality calamansi. This allows for a mutual and sustainable relationship between the two (2)

36
parties. 38 Furthermore, Limona’s consider their supplier not just mere suppliers but rather, they
are partners.

Business-to-Customer

Limona’s place (also known as placement or distribution) is B2C. Business to Consumer

(B2C) are businesses that sell their product, service or information to final consumers. Thus, it is
evident that Limona’s represents a B2C relationship since they produce their own concentrate
and serves their variants directly to people or final consumers through their kiosks (Jensen,
2017).

Distribution Channel

Limona’s uses the direct type of distribution channel wherein they directly provide the
product to the consumer. In this instance, Limona’s sells through specific retail locations. The
benefit of this method is that Limona’s has complete control over their products, brand image,
and customer experience given (Marketing Mix | Place in Four P's, 2016).

Place of Distribution
1. SM Mall of Asia
2. LRT Recto Station
3. SM North Edsa

D. Promotions and Advertising

The current promotions and advertising situation of Limona’s consists of only having a
Facebook page wherein they have posts and updates that is regularly boosted with “likes”
through sponsorship. However, as said by the President of Limona’s, even though he avails of
boosted posts, the said current marketing strategy is inefficient as it generates menial shares,
likes and engagement. This is unfortunate because nowadays, Facebook is known to be a very
powerful tool in advertising businesses. With this, the group was able to come about with
different recommendations in terms of promoting and advertising the business not only with
social media but also with print ads, wherein those ways, we were able to come about with

37
different strategies and tools for Limona’s to use and do.

OPERATIONS PLAN

I. HR Requirements
A. Organizational Structure

PRESIDENT / CEO

GENERAL
MANAGER

SALESPERSON 1 SALESPERSON 2

Illustration 1. Limona’s Organizational Structure.

Limona’s organizational structure is simple. As seen in the illustration above, it only

consists of four (4) personnel. The top-most is the President or also known as the Chief
Executive Officer, followed by the General Manager who takes care of the day-to-day
operations of all the existing kiosks of Limona’s. Under the General Manager are the two (2)
salespersons that man the kiosk and coordinate with the General Manager.

B. Duties and Responsibilities of Each Personnel

1. President / Chief Executive Officer
The president of Limona’s, Aldrick Olivares, oversees the operations of all the active
branches of Limona’s. He makes sure that the operations and decisions made on a daily basis
would correspond with the mission, vision and core values of the company. He also implements
the key policies and procedures that allow the business's vision or goal to be realized his staff.
With the said duties and responsibilities, the president would be accountable for himself since
Limona’s is a sole proprietorship (Henderson, n.d.).

38
 2. General Manager
The general manager handles all Limona’s existing branches. Moreover, he/she is in
charge of overseeing the day-to-day operations of all branches, as well as checking the weekly
supplies given to each kiosk.

3. Salesperson / Vendors
The salesperson plays a vital part in the everyday operations of the Limona’s kiosk.
There shall be two (2) salespersons assigned in each kiosk, each reporting in 2 separate shifts.
A vendor should be honest, punctual, knowledgeable and safe in handling the quality of the
drink that is served. Punctuality refers to a vendor being able to report on the designated time of
his/her shift. A salesperson is also honest in terms of providing the right change as well as
serving the right portions and amount of the calamansi beverage (12oz, 16oz, 22oz). Aside from
these, he/she should be knowledgeable in the products that is sold within the store as well as
the different promotions and CSR efforts associated with Limona’s. Safe handling refers to the
stringent sanitation and measure in ensuring that the drink served is properly covered, mixed
and served with clean hands and without penetration of impurities. All these ensure that
customer satisfaction is achieved. (Gartenstein, n.d.).

II. Equipment, Facilities and Machineries Requirements

Various machines and equipment are required in operating a single lemonade or
calamansi juice kiosk. The tools enumerated below ensure that the day-to-day operations run
smoothly, as well as making sure that the drinks conform to the desired target quality. This
equipment along with the specified quantity ensure consistency regardless of branch. Each of
the equipment are specified per branch of kiosk.

39
 KIOSK

Images 2 and 3. Photos from Limona’s Company Profile.

The kiosk is important to the business because it is where the actual operations take
place. It acts as a freestanding, semi-permanent retail outlet. It is located in malls, establishment
and train stations. The length of the Limona’s kiosk is 2.0 meters while its width is 2.10 meters.

JUICE DISPENSER

Image 4. Juice Dispenser.

The twin juice dispenser has a capacity of 12 liter for both bowls. Usually made of strong
polycarbonate, the dispenser displays a clear, transparent view of the beverage being offered.
The bowls are easy to clean due to its rounded and simplified corners.

40
 COMMERCIAL CITRUS JUICER

Image 5. Commercial Citrus Juicer.

This type of juicer is advantageous compared to the usual manual/residential units as it

extracts more juice over a lesser period of time. A commercial grade is also easier and quicker
to use as it can exert approximately 2000 pounds of force on the citric fruit.

ICE BOX

Image 6. Ice Box.

An ice box acts is integral and important in making sure that the ice as well as the citric
extracts remain in a cold and cool condition. Ice cubes are stored inside the cooler. An ice box
remains very important given the nature of Limona’s and the tropical weather.

41
 CHOPPING BOARD

Image 7. Chopping Board.

A chopping board is important when cutting fresh lemons and calamansi.

KNIFE

Image 8. Knife.

During the day to day activities of Limona’s, a knife is used in cutting the lemons and
calamansi used in the various drinks served.

BASKET

Image 9. Basket.

42
 A Limona’s kosk contains two (2) baskets. These baskets hold the various fruits such as
the lemon and the calamansi. These serve as containers as well as add aesthetic appeal in the
store’s facade.

MORTAR SHAKER

Image 10. Mortar Shaker.

A mortar shaker is used to mix beverages by shaking. Ice is also put inside the shaker in order
to cool a drink in a fast way.

JIGGER BARWARE

Image 11. Jigger Barware.

A jigger barware is important for the preparation of the beverage. The vendor uses the
jigger to carefully measure the amount of calamansi concentrate to be mixed with the ice-cold
water. This ensures a uniform and consistent concentrate to water ratio.
43
 FRUCTOSE CONTAINER

Image 12. Fructose Container.

The fructose holder stores the sugar that is used in adding a subtle sweet taste in the
calamansi and lemon beverages.

WATER GALLONS

Image 13. Water Gallons.

The water gallons contain the water used in mixing with the citric concentrate. Each
kiosk start with 8 units of water gallons for a day. If ever there is a need for extra units,
additional orders are made.

44
 POLO SHIRT & CAP

Images 14 and 15. Limona’s Polo Shirt and Cap.

The Limona’s polo shirt serves as the uniform of each service vendor/crew. This is
usually accompanied by a Limona’s cap. Each service vendor/crew is required to have three (3)
sets of this uniform.

III. Bill Of Materials

Daily Quantity Description Size/Pieces Price

Needed

1 liter Calamansi Concentrate 1 liter PHP 15.00

50 pieces Lemon 6 pieces/pack PHP 150.00

757 sets Cup with Lid 12oz. (100 pieces) PHP 70.00
16oz. (100 pieces) PHP 85.00
22oz. (100 pieces) PHP 140.00

757 pieces Straw 100 pcs./pack PHP 35.00

6 liters Water 1.5 liters PHP 15.00

1 sack Ice Half Sack PHP 65.00

¼ - ½ gallon High Fructose Corn Syrup 25kg PHP 700.00

8 - 9 tsps. Raspberry Powder 24 teaspoons PHP 30.00

8 - 9 tsps. Generic Tea Powder 24 teaspoons PHP 30.00

Table 12. Bill of Materials.

45
 Note: The prices (costs) presented on Table 12 are researched by the group due to
confidentiality reasons established by the investor. This bill of materials will serve as an
estimate for the income statement’s cost of goods sold just to see if the 30% COGS given by
the investor is in line with the COGS derived from the BOM provided by the group.

FINANCIAL STATEMENT

DEMAND
Daily Total
South Population
Weekday 5 days 12,414 62,070
Weekend 2 days 6,175 12,350
Total (Weekly) 74,420
Total (Monthly) 30 days 297,680

Target
Drink Buyers 0.32 95,258
Willing to Try 0.53 50,487
Willing to Buy 0.45 22,719
Total Monthly Target 0.03 682

Daily Relevant Market 30 days 22

Table 13. Demand of Limona’s Based from LRT-2 Katipunan Foot Traffic.

The demand of Limona’s was derived from both foot traffic and survey responses
conducted by the group. Table 13 shows the breakdown of how the demand was computed. It
started with the population or gathered foot traffic established in LRT-2 South Katipunan Station.
After having completing the total monthly population, that certain figure was used to compute for
the relevant market. The computation was done by multiplying the percentage of LRT-2 South
Katipunan Station’s Drink Buyers, and so on with respondents that are willing to try, and willing
to buy Limona’s. Then, it was multiplied to a 3% monthly target in order to see the relevant
market per month. After completing the computation for the relevant market with 682, it was
46
 divided to 30 days to see how many relevant customers Limona’s could encounter on a daily
basis. As seen in the table, the daily relevant market is low. Thus, this could result to low sales
as will be seen in the income statement.

SUPPLIES
DESCRIPTION
KITCHEN UTENSILS QUANTITY PRICE TOTAL
Chopping board 1 300.00 300.00
Knife 1 300.00 300.00
Basket 2 500.00 1,000.00
Jigger 1 250.00 250.00
Syrup/Fructose Holder 1 150.00 150.00
Mortar Shaker 1 500.00 500.00
TOTAL SUPPLIES EXPENSE 2,500
Table 14. Supplies of Limona’s.

Table 14 shows the breakdown of the supplies or the kitchen utensils needed and used
to help produced variants of drinks of Limona’s. The Supplies needed are as follows: Chopping
board and knife for the slicing of lemons and calamansi, Basket that will serve as a container for
the citrus fruits, Jigger for the consistent measurement of calamansi concentrate, Fructose
holder for the storage of syrup or sugar, and Mortar shaker for mixing the beverage by shaking.

MANPOWER
SALARY PER TOTAL MONTHLY TOTAL YEARLY
DESCRIPTION QTY MONTH SALARY SALARY
General Manager 1 20,000.00 5,000.00 260,000
Sales Person 2 12,400.00 24,800.00 161,200
TOTAL 29,800.00 387,400
TOTAL SALARY
EXPENSE PER MONTH 32283.33
Table 15. Manpower of Limona’s.

The manpower for Limona’s is simple as seen in Table 15 because in each branch that
exists, there are two (2) salespersons that man the kiosk. These salespersons go in shifts per
day wherein one goes to the 7:30AM to 3:30PM shift, while the other handles the second shift

47
which goes on from 12:00NN to 9:00PM. The current income of the salespersons depends
because it ranges from 350 to 400 pesos per day. On the other hand, General Manager gets a
monthly income of 20,000 pesos. However, as the business continues for the succeeding years,
there will be a 6% increase with salaries and wages due to inflation.

PROJECT COST
DESCRIPTION PRICE
Kiosk *inclusive of water 60,000.00
Equipments 16,500.00
Pre-Operating Licenses 20,004
Total Project Cost 78,167
Table 16. Project Cost of Limona’s.

As seen in the Table above, the project cost required for Limona’s to complete a
business purchase transaction are: Kiosk where the actual operations take place has a price of
P60,000, Equipments with P16,500, and the pre-operating licenses with P20,004. For the kiosk,
a payment of P60,000 is already inclusive of water. All of which are incurred every three years.

ASSUMPTIONS

A. BASED ON FOOT TRAFFIC (SEASONAL)

48
 B. BASED ON SUPPLY

Sales (if
Ounces Projected Daily Monthly
TYPE OF DRINK Price Size supply is
Needed Share Supply Supply
maximized)
PHP 19.00 12 oz. 10.80 24% 45 1360 ₱25,840.00

Calamansi Juice
PHP 24.00 16 oz 14.40 18% 26 765 ₱18,360.00

PHP 29.00 22 oz. 19.80 10% 10 309 ₱8,963.64

PHP 19.00 12 oz. 10.80 6% 11 340 ₱6,460.00

Calamansi Tea
PHP 24.00 16 oz 14.40 3% 4 128 ₱3,060.00

PHP 29.00 22 oz. 19.80 1% 1 31 ₱896.36

PHP 19.00 12 oz. 10.80 11% 21 623 ₱11,843.33

Pink Calamansi
PHP 24.00 16 oz 14.40 9% 13 383 ₱9,180.00
Lemonade

PHP 29.00 22 oz. 19.80 2% 2 62 ₱1,792.73

Lemon PHP 39.00 16 oz 14.40 14% 20 595 ₱23,205.00

Calamansi PHP 49.00 22 oz. 19.80 2% 2 62 ₱3,029.09

TOTAL: 155 4657 ₱112,630.15

Table 17. Supply of Home-Brewed Calamansi Juice Breakdown.

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 Table 17 shows the breakdown of Limona’s supply. The business is able to give out to
each kiosk a daily supply of 1 liter of concentrate wherein that said liter can produce 6 liters of
juice. This simply means that there is 1-part concentrate and 5 parts water. Moreover, to be
concise, each cup size contains ice that takes about 10% of the whole cup (this explains the
“Ounces Needed” on the table).

Below is the assumptions in terms of being able to supply to 200 consumers per day
which totals to 6,000 relevant consumers per month.

50
INCOME STATEMENT

To understand better the income statement, below is the computation for the
depreciation for some of the items that Limona’s has. Such items are the kiosk, lemon
squeezer, ice box, and 2 juice dispenser.

DEPRECIATION
Items Price Years Annually Monthly
Kiosk 60,000.00 3 20,000.00 1,666.67
Lemon Squeezer 7,500.00 3 2,500.00 208.33
Ice Box 5,000.00 3 1,666.67 138.89
Juice Dispenser (2) 4,000.00 3 1,333.33 111.11
Total 76,500.00 3 25,500.00 2,125.00
Table 18. Computation for the Depreciation of Equipment.

A. BASED ON FOOT TRAFFIC (SEASONAL)

51
 Apr-18 to Apr-19 to Mar- Apr-20 to Mar- Apr-21 to
Annual Mar-19 20 21 Mar-22
YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5

Sales Revenue
Calamansi Juice (12 oz.) 8,702.26 9,572.49 10,529.74 11,582.71 12,740.98
Calamansi Juice (16 oz.) 8,244.25 9,068.67 9,975.54 10,973.09 12,070.40
Calamansi Juice (22 oz.) 5,534.33 6,087.77 6,696.54 7,366.20 8,102.82
Calamansi Tea (12 oz.) 2,175.57 2,393.12 2,632.43 2,895.68 3,185.25
Calamansi Tea (16 oz.) 1,374.04 1,511.45 1,662.59 1,828.85 2,011.73
Calamansi Tea (22 oz.) 553.43 608.78 669.65 736.62 810.28
Pink Calamansi Lemonade (12 oz.) 3,988.54 4,387.39 4,826.13 5,308.74 5,839.62
Pink Calamansi Lemonade (16 oz.) 4,122.12 4,534.34 4,987.77 5,486.55 6,035.20
Pink Calamansi Lemonade (22 oz.) 1,106.87 1,217.55 1,339.31 1,473.24 1,620.56
Lemon Calamansi (16 oz.) 10,419.81 11,461.79 12,607.97 13,868.77 15,255.65
Lemon Calamansi (22 oz.) 1,870.22 2,057.25 2,262.97 2,489.27 2,738.19
Total 48,091.45 52,900.59 58,190.65 64,009.72 70,410.69
Cost of Goods Sold 14,427.43 15,870.18 17,457.20 19,202.91 21,123.21
Gross Margin (70%) 33,664.01 37,030.41 40,733.46 44,806.80 49,287.48
Operating Expense
Salaries and Wages 387,400.00 410,644.00 435,282.64 461,399.60 489,083.57
Utilities Expense 30,000.00 30,000.00 30,000.00 30,000.00 30,000.00
Miscellaneous Expense 336.64 370.30 407.33 448.07 492.87
Depreciation Expense 25,500.00 25,500.00 25,500.00 25,500.00 25,500.00
Rent Expense 480,000.00 480,000.00 480,000.00 480,000.00 480,000.00
Supplies Expense 2,500.00 2,500.00 2,500.00 2,500.00 2,500.00
Transportation Expense 72,000.00 72,000.00 72,000.00 72,000.00 72,000.00
Total 997,736.64 1,021,014.30 1,045,689.97 1,071,847.67 1,099,576.45
Operating Income -964,072.63 -983,983.89 -1,004,956.52 -1,027,040.87 -1,050,288.97
Less: Interest Expense 0.00 0.00 0.00 0.00 0.00
Earnings Before Tax -964,072.63 -983,983.89 -1,004,956.52 -1,027,040.87 -1,050,288.97
Less: Taxes (30%) 0.00 0.00 0.00 0.00 0.00
Net Profit/Sales after interest and Tax -964,072.63 -983,983.89 -1,004,956.52 -1,027,040.87 -1,050,288.97

52
 B. BASED ON SUPPLY

Apr-18 to Mar- Apr-19 to Apr-20 to Mar- Apr-21 to

Annual 19 Mar-20 21 Mar-22
YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5

Sales Revenue
Calamansi Juice (12 oz.) 328,320.00 393,984.00 472,780.80 567,336.96 680,804.35
Calamansi Juice (16 oz.) 311,040.00 373,248.00 447,897.60 537,477.12 644,972.54
Calamansi Juice (22 oz.) 208,800.00 250,560.00 300,672.00 360,806.40 432,967.68
Calamansi Tea (12 oz.) 82,080.00 98,496.00 118,195.20 141,834.24 170,201.09
Calamansi Tea (16 oz.) 51,840.00 62,208.00 74,649.60 89,579.52 107,495.42
Calamansi Tea (22 oz.) 20,880.00 25,056.00 30,067.20 36,080.64 43,296.77
Pink Calamansi Lemonade (12 oz.) 150,480.00 180,576.00 216,691.20 260,029.44 312,035.33
Pink Calamansi Lemonade (16 oz.) 155,520.00 186,624.00 223,948.80 268,738.56 322,486.27
Pink Calamansi Lemonade (22 oz.) 41,760.00 50,112.00 60,134.40 72,161.28 86,593.54
Lemon Calamansi (16 oz.) 393,120.00 471,744.00 566,092.80 679,311.36 815,173.63
Lemon Calamansi (22 oz.) 70,560.00 84,672.00 101,606.40 121,927.68 146,313.22
Total 1,814,400.00 2,177,280.00 2,612,736.00 3,135,283.20 3,762,339.84
Cost of Goods Sold 544,320.00 653,184.00 783,820.80 940,584.96 1,128,701.95
Gross Margin (70%) 1,270,080.00 1,524,096.00 1,828,915.20 2,194,698.24 2,633,637.89

53
Operating Expense
Salaries and Wages 387,400.00 410,644.00 435,282.64 461,399.60 489,083.57
Utilities Expense 30,000.00 30,000.00 30,000.00 30,000.00 30,000.00
Miscellaneous Expense 12,700.80 15,240.96 18,289.15 21,946.98 26,336.38
Depreciation Expense 25,500.00 25,500.00 25,500.00 25,500.00 25,500.00
Rent Expense 480,000.00 480,000.00 480,000.00 480,000.00 480,000.00
Supplies Expense 2,500.00 2,500.00 2,500.00 2,500.00 2,500.00
Transportation Expense 72,000.00 72,000.00 72,000.00 72,000.00 72,000.00
Total 1,010,100.80 1,035,884.96 1,063,571.79 1,093,346.58 1,125,419.95
Operating Income 259,979.20 488,211.04 765,343.41 1,101,351.66 1,508,217.93
Less: Interest Expense - - - - -
Earnings Before Tax 259,979.20 488,211.04 765,343.41 1,101,351.66 1,508,217.93
Less: Taxes (30%) - 146,463.31 229,603.02 330,405.50 452,465.38
Net Profit/Sales after interest and Tax 259,979.20 341,747.73 535,740.39 770,946.16 1,055,752.55

CASHFLOW

A. BASED ON FOOT TRAFFIC (SEASONAL)

54
B. BASED ON SUPPLY

NPV, IRR, ROI

A. BASED ON FOOT TRAFFIC (SEASONAL)

NPV -3,874,807.74
IRR 180%
ROI 8 mos & 2 wks

B. BASED ON SUPPLY WITH 30% COGS

NPV 2,026,896.42
IRR 410%
ROI 3-4 months

55
 FINDINGS

Based on the gathered data, the desired location of Limona’s in LRT-2 Katipunan is not
feasible. The financial findings particularly in terms of the foot traffic conducted, the net present
value is negative (-) 3,874,807.74 and the approximate rate of return is within 8 months and two
weeks. In addition, comparing it to Limona’s other branches including Recto station, it only took
half a year for it’s return on investment.

RECOMMENDATIONS

The group was able to come about with several recommendations that may help
Limona’s. First recommendation goes to the stall or kiosk of Limona’s wherein the group thought
that it would be enticing to put real fresh calamansi and lemon fruits because this will give the
customers the impression that the drinks served are naturally extracted. Another
recommendation in terms for Limona’s kiosk is that there should be a person who is physically
attractive that should be dressed up as a lemon or even just a simple wearable advertising
board with a text saying “TRY LIMONA’S NOW!” Having someone physically attract consumers
to Limona’s kiosk may actually help the business in generating more sales. Moreover, with the
help of the foot traffic conducted by the group, knowing which time generates a lot of foot traffic
could be useful in doing a “30-minute half off for all drinks” or a “6:00PM buy one get, one for
free.” With the “30-minute half off for all drinks,” this will help Limona’s in gaining consumers in
its first few months of operations. As for the “6:00PM buy one get, one for free,” this will help
Limona’s by not having those least sold variants go to waste. These marketing schemes may be
loved by us Filipinos since we are known to be attracted by anything that is worth our money, or
anything that seems to be instantly rewarding. Furthermore, being more aggressive in
advertising will definitely help Limona’s gain it's needed traction to survive on its daily
operations.

A chunk of our recommendations are in relation with Limona’s marketing mix under
promotions and advertisements which will be discussed below from social media, print ads, and
discounts and promotions.

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Social Media:

Due to the current situation of Limona’s with their Facebook page as said in the
marketing mix part of the paper, what they can do that is different yet effective way of efficiently
using their Facebook page is by posting posts every day or even every other day to create
“customer marketing.” This strategy will give consumers the feeling of being much more
engaged with Limona’s that will result to greater customer relationships. Limona’s marketing
manager must come up with simple yet catchy hashtag to be used in each post. In order to track
the engagement of the Facebook platform and to know what advertisements work and what
does not work, Limona’s should use the website keyhole.co/ in order to check the statistics of its
social media platform/s.

In relation with online advertisement posts, there should be posts that are in line with the
holidays, or current events. This will help Limona’s in being relevant as a business, and not be
forgotten by its consumers or online audience.

Another way for for Limona’s to know more about their target market and capture them is
that the company should invest their time and effort in learning about the Business Manager tool
of Facebook. This tool will help Limona’s not only know what their target market is interested in,
or what profession they are in, and even see a lot of statistical data, however, it will also help
the Facebook admin in organizing all Facebook pages or ad accounts. This tool serves a lot of
ways for a company to be able to easily and efficiently capture their market and handle their ads
properly.

In order to target more consumers, Limona’s should invest in Zomato in order for them to
be more established in the market. Given that Zomato is one of the leading applications in terms
of food selection. This will allow Limona’s to be searched easily and for consumers to find their
respective location. Moreover, website or game ad-banners may also be a form of enticing more
customers to check out Limona’s social media platform/s.

Lastly, Limona’s should have a simple yet engaging website to create validity to
consumers that the brand is legitimate. This will also help Limona’s be easily contacted by
interested franchisees because often the not, some Facebook users may make up an unofficial
57
Limona’s Facebook page which may cause confusion to people. In order to know the
performance of the website once Limona’s has established one, Google Analytics would do just
the trick in knowing the statistics and of the website. Google Analytics is a way to measure the
advertising return on investment as well as track video, and social networking sites and
applications (Analytics, n.d.). With Google Analytics, a website creator may input codes that
may help Limona’s be relevant to people that search for “lemonade stands in the Philippines” or
searching for “fresh lemonade drink” through search engines.

Print Ads:

Image 16. Sample Poster.

Another great way of revamping Limona’s promotions and advertising is by adding a

poster or a simple signage on each of their kiosks to let their consumers or passers-by know
that a percentage of the profits of Limona’s are given to the farmers that harvest the fruits being
extracted to create the products of Limona’s. These charitable efforts stand as the business’
competitive advantage from rival stands.

Thus, Limona’s should heavily advertise how the farmers who extract the fruits may be
helped by their own consumers by having posters and placards on their kiosks. By doing this, it

58
would give awareness to consumers and potential customers about the beneficiaries and
partners of Limona’s.

Discounts and Promos:

1. Seasonal Promotions

Image 17. Limona’s Sample Valentine’s Holiday Promo.

Seasonal promotional posts and posters are special offers tied to an event during the
year. This may be a specific holiday such as Independence Day or Valentine’s, or a certain time
of year such as back-to-school season or summer season. The benefit of these promotions is
attracting attention to Limona’s at an opportune time, and increasing the revenue in an
otherwise quiet period. Some seasons are critical to revenue because they show a time when a

59
consequential amount of the company’s sales takes place. Moreover, this will definitely help
Limona’s because it will entice consumers to buy more of the product at unique times of the
year that may convert one-time consumers to loyal customers. Furthermore, it creates a feeling
or experience that may be memorable to consumers. Thus, boosting Limona’s as a brand (What
are seasonal promotions?, 2015).

2. Loyalty Card

Image 18. Sample Limona’s Loyalty Card.

A loyalty card promo is an incentive plan that helps a business retain their consumers.
With this loyalty card, it is a win-win situation wherein Limona’s may creat good relationships
and sustain current consumers by giving them an incentive from Limona’s (e.g. drink).

With all these recommendations under promotions and advertising, we recommend that
Limona’s should hire a marketing manager. The marketing manager will be able to focus on
how to market Limona’s alongside with the use of all the tools mentioned. Moreover, the
marketing manager develops strategies that will help Limona’s in having a more solid place in
the market. Thus, the manager may help the company in increasing market share and
maximizing the profits in order to be more competitive (Marketing Director Job Description,
60
2016).

Principal accountabilities of a marketing manager are first, being able to supervise the
marketing department. Second is being able to submit and discuss the budget needed by the
CEO. Third is going through general market research about trends. And lastly, building a
strategic partnership to the clients and customers (Marketing Director Job Description, 2016).
Below is a revised illustration of the Table of Organization.

Illustration 2. Revised Table of Organization.

Lasltly, Limona’s should engage in small events like bazaars, school fairs, and food
expos wherein this could result to more brand awareness and popularity. In relation, since the
current menu of Limona’s only has beverages, we recommend that once Limona’s gain
popularity and more market share, Limona’s must innovate by having snacks such as calamansi
muffins, calamansi cookies, and lemon bars just to entice more consumers and show that they
do not only serve drinks. This is a great idea because not only people can satisfy their thirst, but
they can also satisfy their hunger. Thus, a win-win situation.

61
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