Product Selection
The heart of any business is the products they produce or the services they
provide. Without their products/services, they cannot exist.
Campville’s Food Industries is a family business which was named after the
parents of the recent owner’s wife “Campita”. This family business started almost 10
decades ago. It was just a small business back then. They started with locally made
sweets like tikoy, espasol, cocojam, pickled papaya and hinalo. Then, the Campita’s
daughter continue the business with his husband Mr. Villaverde, and incorporate his
name, which became “Campville”. As the industry goes wider, they produce new
products like apas, broas, atchara, barquillos and many more.
Product Strategy
All great products start with a clear strategy that is customer and market-driven.
Your strategy defines the direction of your product and what you want to achieve.
Establishing this first aligns the organization and keeps everyone focused on the work
that matters the most. It tells the team where the product is headed and what needs to
be done to get there.
Campville’s Food Industries has its product strategy by having a goal of meeting
their customers’ orders. Since the demand for some of their products like broas and
apas are high, their production must reach their orders.
Performance improvement is also another strategy they used in their production.
Their employees attend training or seminars to increase their knowledge and skills. With
these trainings, they can be able to perform more effectively and efficiently and improve
their previous performance.
They also maintain a high quality products. They have certain policies that
monitor and enforce a good quality products. One example is that once an employee
make a faulty product, the cost of that product is charge to their salary.
With the market getting bigger and the demand for pasalubong is getting higher,
one last strategy that they mention is that their clients and agents always encourage
them to try new ideas that can be added in their product. And that is why they decided
to come up with canned pastries.
Product Development
As the market gets bigger and the number of competitors increase, we must
introduce new products to gain a competitive advantage. Product development is the
overall process of strategy, organization, concept generation, product and marketing
plan creation and evaluation, and commercialization of a new product. There are many
approaches in product development, but to describe the product development system of
Campville’s Food Industries, we will use a 9 stages diagram.
1. Ideas – employees of campville’s food industries attend seminars to increase
their knowledge in the business world and to create new ideas in producing a
product. They also consider products which are in-demand in the pastry industry
and what customers always look for in buying ‘pasalubong’. They also resell
famous ‘pasalubong’ like jacobina biscuits.
2. Ability- Before introducing a new product, they consider may factors. One of the
factors is the cost-benefit relationship. They estimate first the possible cost and
profit the product will bring in the business. And if the estimated cost exceeds the
estimated profit or benefit, the new idea will not go into process.
3. Customer requirements – because Lucban Quezon is famous for its Pancit
Lukban or pancit hab-hab, tourists always look for it whenever they buy
pasalubong. Thus, Campville’s Food industries currently introduce their new
product which is called Miki Lucban.
4. Functional Requirements
5. Product Specifications - is a document that provides critical defining information
about a product and can include identification of the manufacturer; a list of rules,
bans and standards that apply to the item. It serves as a screening tool to identify
when a pre-production product differs from one on the store shelf, signaling the
possibility of a material or design change, and potentially a non-compliant
product.
6. Design Review – Campville’s Food Industries evaluated the design or
specifications of its product against its requirements in order to verify the
outcomes of previous activities and identify issues before committing to further
work.
7. Test Market – Campville ensure that their products meet customer expectations
by test marketing. It gives them ideas of who would buy their product, for how
much money, and if they would change anything about it. They believe that the
more they test their product before they produce and sell it, the more likely they
are to earn the sales and profits that they desire.
8. Introduction – The way in which new products are introduced to the market can
be as important as what is introduced. Campville uses various methods of
securing their products on the market. Innovation and differentiation helps them
to secure market position and win the customers.
9. Evaluation – After satisfying the aforementioned stages, Campville’s Food
Industries evaluates whether the introduction of new products to market brings
success to the business or otherwise.
