Market Studies

A. Market Profile:

The target market for the Maffle is the common Filipino people. In other words, it is

aimed at both children and adults who are living in and around Metro Bacolod are.

Moreover, customers can buy our products from food stalls located inside the cafeterias of

schools or inside shopping centers (e.g. SM, Robinson’s, City Mall, etc.).

B. Competitive Analysis

1. Selling Price
The company will base its pricing to the competitive based pricing. Competitive

based pricing remains a straight forward, low hazard way of rapidly gauging costs, and in a

few cases it can be reasonably precise (Campbell, 2019). Moreover, Competition-Based

Pricing Strategy focuses on the existing market rate for a company’s product or service. The

pricing will be based on the pricing of other competitors of the business but surely that the

company will focus on the quality of our product, thus, our target market can expect a high

quality product and best services we can offer. The company can assure that the target

market can envision a cheap cost yet high quality product they can ever taste.

The Maffle’s products have a starting price of Php 15.00, and will add Php 3.00 if

there will be an add-on toppings such springkles, chocolate syrup, and vanilla syrup. For

the buko shake, the prices start at Php 15.00 for the mini size, Php 20.00 for the medium,

and Php 25.00 for the goliath.

2. Competitions

The Maffle House
The waffle is delicious
because it has the right
amount of sweetness and
has a very well quality of
products; with the price,
it is considerably
affordable because
majority of the Filipino
can afford it; also, it is
healthy because the
waffle contains
Malunggay (Moringa
oleifera) which is packed
Strengths with nutrients that not all
waffle companies have. In
addition, the products are
all natural and does not
have many preservatives
and the Moringa oleifera
is freshly picked from the
farm. Lastly, the business
is located in malls which
is accessible to everyone.
The staffs are well-
trained in serving and
getting the attention of
the customers.
The Maffle has less
variety of products
because it focuses only on
having three (3) add ons
Weaknesses
and one (1) drink. Lack of
marketing expertise and
knowledge since the
business is new.
Opportunitie Since the children love to
The Famous Belgian
Waffle Time
Waffle
The waffle is tasty One of their strengths
because it offers a is being in the
lot of variety. Also industry for many
the price is years; also, the
considerably products’ quality and
affordable (the price taste. They are located
starts at Php 18.00). in malls and have food
Being in the stalls with well-
business industry mannered staff. They
for many years is have the expertise in
another strength of selling their products
this business; also because of the years
their location since of experience. In
they are found in addition, they have
malls and their staff more varieties of
are well disciplined. products than the two
They have the businesses which
expertise in selling have complexity of
their products flavors due to
because of the years different food
of experience. combinations.
Since there are lots
of varieties, there is
a tendency that they
The price range is
will be wrong in
quite expensive than
giving the customer
the other businesses’
the right kind of
price which couldn’t
waffle because there
cater the majority of
is no physical
possible buyers. Their
indication of which
products can be too
waffle is different
sweet for the
from the other. Also,
consumers.
the products don’t
contain a lot of
nutrients.
The business could They can connect to
 eats sweets, the Maffle
offers products that are
sell more products
packed with nutrients
since they’re in the
that every child needs. It
industry for many more customers due
has the opportunity to
years. With the to the credibility of
help in lessening the
s modern technology, their brans since they
malnutrition in our
the business can are in the industry for
country. With the modern
reach more a longer time.
technology, the business
consumers through
can reach more
social media.
consumers through social
media.
Price war with a
competitor (the
Maffle and Waffle
Time have similar
Price war with a
price range). Also, The Maffle is healthier
competitor (the Maffle
the Maffle is and more affordable,
and Waffle Time have
healthier and more and is innovative than
similar price range). The
Threats affordable than their their products. A new
competitors are more
products. Another competitor is
famous than the Maffle
waffle business is introduced to the
since the business is new.
more famous than market.
the Waffle time.
Also, the competitor
has innovative
products.

3. Channel of Product Distribution

The product distribution involves companies that will start from getting the

different ingredients such as the moringa oleifera, flour, butter, and the syrups from

the partnered industries. After that, it will be collected and separated in to smaller

batches to prepare for the distribution to the food stalls. Then, cargo ships and

trucks will be used as a channel in distributing channel that will bring the

ingredients to the different food stalls in malls in the all parts of the country. Lastly,

staff will begin the service to the customers.

 C. Program Analysis of the Marketing Strategy

1. Geographical segmentation strategy

According to KMC (2014) which is an award-winning real estate services company,

Bacolod City is one of the most up to date speculation goals within the Philippines, which

named “Center of Fabulousness” for IT-BPO administration operations in 2013 by DOST

and the 94th top emerging BPO area within the world by Tholons the following year. The

city of smiles is additionally known as Business-Friendly City and may be a reliable

candidate of the “Foremost Business-Friendly City within the Philippines” grant from the

Philippine Chamber of Commerce and Industry. The latest total population of 561 900 in

Bacolod City in the year 2015 which was 0.558% of the total population which also added

to the factors that the company decided to invest here. Due to these facts, the Maffle House

decided to establish the business at Metro Bacolod. A stall will be installed on every school

chosen by the company to further widen the scope of the business.

2. Psychographic Strategy

Consumers have various different psychographic make up, hence the company

decided to take all possibilities in one. Discounts and other freebies will be given to the

customers and since not all consumers in a market fall in the same social class, the product

will be made affordable for everyone yet hold a high quality that everybody deserves. Also,

the product contains organic ingredient which in Malunggay that has many health benefits

that can provide to the body.

3. Demographic Strategy
 The Maffle House will focus on attracting children ages 4-17 as well as young adults

age 18-35 and adults age 36-55, no official amount of income will be included since our

product will be made affordable to everybody. We will concentrate on people who enjoy

eating out from a food house which provides a high quality of foods and services. We focus

on these specific groups because they are the types of people who like to eat something

that is easily cooked, lesser time to wait, and enjoyable food. They are the ones that spend

their money on healthy yet budget-friendly dining.

Sales
Children Young Adults Adults
15%

55%
30%

4. Promotion and Advertising

For individuals, social media is used to keep I touch with friends and extended

families. Some people will use various social media applications to network career

opportunities, find people across the globe with like interests, and share their thoughts,

feelings, insights and emotions (Investopedia.com, 2019). Due to this, the company’s

advertising will be done through the use of social media especially on Facebook. The

company will make a page to promote our product and services. The page that will be made
can be messaged for pre-orders. Also, the company will associate with schools and install

stalls in order to further promote and widen the scope of our product and services.