Presented to the ​Management and Organization Department

De La Salle University - Manila

Term 2​,​ ​A.Y. ​2019-2020

In partial fulfillment
of the course
In Management and Organizational Communication
(ACMCOMM C31)

[PAPER TITLE]

Submitted by:
Dy, Catherine Louise M.
Espenida, Ivanna Chantal A.
Ontiveros, Cyrielle A.
Trono, Paul Jacob D.
Tugade, Rina Rose G.

Submitted to:
Ms. Pia Redempta Manalastas

April 25, 2020

 Table of Contents

I. Executive Summary
II. Acknowledgements
III. List of tables
IV. Introduction
A. Background of the study
B. Objectives
C. Scope and limitations
V. Body
A. Methodology
B. Data Analysis
VI. Conclusion
A. Conclusion

B. Recommendations
VII. Bibliography
VIII. Appendices

The final requirement of this course is a formal, team report. This will consist of a written report
(maximum 10 pages, not counting Title Page, TOC, bibliography, and Appedix) and a live oral
presentation (maximum 10 minutes). Since this will be a team project, a peer evaluation process
will be a part of this exercise.

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 INTRODUCTION
Background of the Study

Objectives

● Establish the demographic profile of the target market.

● Determine the ice cream preferences of the target market.

● Identify key aspects that may aid or hinder market entry for the ice cream business.

Scope and Limitations

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BODY

Methodology

The survey was undertaken online using Google forms. A survey questionnaire was
created containing questions regarding the market’s ice cream preference. The researchers were
able to gather 100 respondents through a convenience sampling scheme. The respondents of this
study are undergraduate students from De La Salle University. The researchers utilized social
media platforms, specifically Facebook, in disseminating the survey questionnaires. The survey
was conducted for a week in order to obtain the targeted 100 respondents, 57 of which are female
and 43 are male. Data confidentiality on survey responses was assured so as to guarantee the
privacy of each respondent.

Data Analysis

As all respondents are DLSU students, their ages range from 18 to 22. As the majority of
the respondents (45%) visit ice cream parlors only two to four times a month, these students
most likely use their visits to the ice cream parlor as time away from school work. Thus, they
prefer to dine-in the ice cream parlors (78%), and indulge in the traditional ice cream (63%).
This can further justify the reason behind getting two scoops of ice cream (63%) with cookies as
the most popular topping (37%).

In addition to this, the majority of the respondents, as students, are willing to pay the
minimum of Php 51 - Php 76 per scoop of ice cream in a cone (61%), and Php 77 - Php 115 for a
two-scoop ice cream cone (45%). The respondents don’t buy store novelties such as shirts or hats
(67%), as they would rather just spend on the ice cream, given their budget as students.
Furthermore, with budget in mind, these students prefer an all-you-can-eat ice cream shop (71%)
as they can get the most value for money with this option.

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Conclusion

The result of the survey provided the first empirical data about the perception of a sample
of Lasallian students on having an ice cream establishment near the university. The survey data
provided evidence on the number of times the respondent visited an ice cream parlor in a given
time and it was revealed that the majority of the respondents which is 45% visit an ice cream
parlor two to four times in a month. In the Philippines, ice cream sales during 2018 is at PHP12.8
Billion and it is expected to increase to PHP 17.1 Billion by 2023. This information and the
survey proves that there is a market for this kind of business. Respondents also prefer to be
offered an ice cream that is served in a cup compared to yogurt and sherbet. Although ice cream
cones might be the traditional choice, respondents prefer that their ice cream be served in cups.
With ice cream in cups, it allows consumers to easily taste multiple ice-cream flavors at once, it
makes the toppings equitably distributed, and it is more convenient compared to a cone. The
majority of the respondents are willing to pay Php 51- Php 76 for a one-scoop ice cream cone
and Php 77- Php 115 for a two-scoop ice cream cone. This data shows that students are not
willing to spend a premium for an ice cream so it is advisable to offer it at an affordable price
that will make consumers think that it is offered at a good deal. The main target market are
students who most likely follow a budget which shows that that they prefer to treat themselves to
food compared to brand novelties that they might consider as additional expense. Furthermore,
respondents are interested in the idea of an ​all-you-can-eat ice cream shop. Overall, this study
shows that there is prospect for an ice cream shop business that will be located near De La Salle
University as long as the proponents respond and understand consumer wants and needs.

Recommendations

Given the fact that there is an expected increase in the market for ice cream, along with
other findings, it is therefore recommended to establish a dessert-focusing business. This
business should primarily serve ice cream, with various flavors and toppings, to maximize the
market it could serve. However, given the business would be a start-up, it is vital for it to

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specifically target a group of consumers. In this case, it should be the students of De La Salle
University. According to the survey conducted, it would be best for the business to price its
products from PHP50 - PHP100, maintaining its differentiation from low-class parlors. The
business could also be layouted in a way that they could allow consumers to enjoy their products
in-store, somehow like a cafe-style. This would let their customers experience eating their
products in the way the business would like it to be - somewhere it feels comfortable and
relaxing. Furthermore, the business could also offer an all-you-can eat promo wherein they
would allow their customers to eat all the dessert they want at a specific price point - somewhere
between PHP200 - PHP250.

Other than this, it is advisable for the business to market their products heavily to the
students, given that the competition for market share in the area is quite high. This could be
through advertising in print and social media. Price-related promotional strategies such as the
giving of discounts and coupons, could also be implemented to spike the interest of its target
market to buy from them, given they are new in the market. This would allow them to gain
market awareness and would pave the way for word-of-mouth marketing, wherein the consumers
themselves would be the one to share their good experience with the business.

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Appendices

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