Fruit Feel: Non-Toxic Disinfecting Spray

Submitted By:

Kathryn Deille Abasolo

Iona Ishi Flores

Mariane Grace Galvez

Paolo Lim

Yazlei Jonel Quinit

Zack Morris Russell

N.Co.

La Union Cultural Institute

2021
I EXECUTIVE SUMMARY

Committed to providing natural and non-toxic disinfectant spray, (main ingredient: citrus peels)

the N.Co. The team launches a safe-to-use disinfecting spray, Fruit Feel Disinfecting Spray. Emphasis is

placed on high-growth products driven by the current situation, COVID-19.

According to the editors in https://www.britannica.com, citrus plants are a type of modified berry

known as a hesperidium, and the flesh is divided into segments packed with tiny juice-filled vesicles. The

peel, or rind, of the fruits, is leathery and studded with oil glands.

According to research, citrus fruits contain certain chemicals that are rarely found on plants.

Citrus fruits contain flavanones and polymethoxylated flavones. Several studies suggest that PMFs

exhibit anti-inflammatory, anti-carcinogenic, antiviral, antioxidant, anti-thrombogenic, and anti-

atherogenic effects. Citrus fruits are processed, mainly to obtain juice, but also, they are used in the

canning industry, and as a source of extract flavonoids and essential oils.

The acid in citruses, citric acid, is antibacterial and antiseptic, and it acts as a natural bleach.

According to https://www.thespruce.com/, the oils found on the peel or rind of these fruits can help clean

and remove unwanted oils.

Citrus, according to https://www.bar.gov.ph, ranks fourth among the fruit crops with the greatest

contribution to the Philippines’ economy. Along with other leading countries in terms of citrus production

Mexico, Brazil, Chile, USA, China, South Africa, Turkey, India, and Morocco, who are also in the lead of

the COVID-19 cases, the citrus-infused disinfecting spray can be very relevant and essential. Orange

production accounts for 70.7 million tons, then followed by tangerine (25.6million tons), lemon and limes

(12.9 million tons), and grapefruit (6.4 million tons). Our product will make use of citrus peels. Yes,

peels. We, N.Co., would like to take advantage of using waste materials as a resource for our product.

With this, we can help lessen waste and provide safety to a lot of people in this pandemic.
 N.Co., our company, has come up with a cheap, non-toxic, and environmentally friendly product

that can be distributed to different people of different statuses across different states. We recognize the

importance of safety and money during this said time.

We believe our product, Fruity Feel: Non-Toxic Disinfecting Spray, will be the new standard of

disinfecting sprays soon. We will take health security to a higher level. With ensuring health by the

effectiveness of our products and at the same time by its natural ingredients.

N.Co., saw the opportunity to make use of citrus peels, knowing it is one of our country’s main

product, it can also be of use for something essential and at the same time reduce waste pollution, lastly, it

will be a cheap and effective way for securing one’s health. We ensure that our products will be

manufactured safely and thoroughly to provide a good, free of toxins or dangerous chemicals, commonly

found on the majority of disinfectant spray, and effective product, and that is of course, with honesty. To

provide an affordable product, N.Co., will directly buy from the Cagayan Valley Agriculture Sector,

where citrus production is concentrated, Limoneira Inc, Restaurants, Hotels, Resorts, etc. According to

http://www.pcaarrd.dost.gov.ph/, Cagayan Valley is the Citrus Capital of the Philippines, with direct

buying, we can save money and at the same time help farmers who work on citrus agriculture.

With our company’s focus, to secure one’s health with organic products and honesty, N.Co., will

live up to this. Unlike other companies that sell disinfecting spray which uses harmful chemicals (bleach,

butane, propane, ammonium hydroxide, ethanolamine, and more), our products will make use of safe

ingredients. With this we can help people across the globe, agriculture sector, promote safety, lessen

waste, and support countries.

Though, N.Co. is new to the industry we believe we can compete against bigger and more

experienced companies, with our fresh and innovative ideas, mindset, and our plans. With the increasing

cases of COVID-19 and loss of source of income, our product will play a great role. We believe our
product can help those who are in the lower status since they are the ones greatly affected by this

situation, who require health security but cannot afford disinfecting products.

N.Co., employees will also live up to our saying, to secure one’s health with organic products and

honesty. With proper training, professional and approachable attitude, N.Co. employees will also serve

with honesty. Honesty and transparency will be seen in our products and services. N.Co. will also not

miss the opportunity to hear the customers’ needs, feedbacks, requests, and comments. N.Co. will live up

to the expectations of customers and possible investors.

II. BUSINESS OBJECTIVE

2.1 SHORT-TERM OBJECTIVES

 To be able to market our products within the country, Philippines

 To be able to establish branches in different regions in the country at the end of the year

 To be able to gain a net income of Php 960,000 in one year

 To be able to sell 12,000 units (disinfectant bottle) in one year (approx. 1,000 units per month)

 To be able to market Php 2,880,000 worth of units in one year

 To be able to create new original product ideas for the upcoming years  

2.2 LONG-TERM OBJECTIVES

 N.Co. aims to extend services to (Chile, India, South Africa, Brazil, Turkey, and Morocco)

specifically by having international investors

 To have a new line of products and services

 To create 3 new formulas and sizes in our non-chemical disinfecting spray.

 To be able to market our product in Chile, India, South Africa, Brazil, Turkey, and Morocco

 To be able to gain a net income of Php 9,600,000 in five years

 To be able to sell 120,000 units in five years (approx. 10,000 units per month)
  To be able to market Php 28,800,000 worth of units for five years

 To be able to build a farm that can give jobs to millions of people.

SHORT-TERM OBJECTIVES LONG-TERM OBJECTIVES

NET INCOME Php 960,000 in year one Php 9,600,000 in five years

UNITS SOLD 12,000 units in year one 120,000 units in five years

TOTAL SALES Php 2,880,000 worth of units in one Php 28, 800,000 worth of units in five

year. years.

PRODUCT Within the Philippines and its Chile, India, South Africa, Brazil, Turkey,

REACH different regions and Morocco

VENTURES Original product ideas - 3 new formulas and sizes

- New line of services

- Own Farm

Figure 1

We look forward to the end of year 1, our sales will be 12,000 units. First, we targeted the

Philippines for our short-term goals. We count our sales by unit which is per bottle, so our targeted

number of units in the end of year 1 is 12,000 bottles. Our total sales for one year would be Php 2,880,000

and so our net income is Php 960,000.

We expect that Fruity Feel: Non-Toxic Disinfectant sales would be boosted and would be popular

not only in the Philippines and other nearby countries but also on countries across the globe. By the end

of year 5 due to the demand of the product and the sales promotion that we would perform in order to

make the product more alluring and interesting to the public.   (See figure 1 for the tabular form of

the company’s short-term and long-term objectives.)

III. PRODUCT OVERVIEW

      The Fruit Feel disinfectant spray targets countries with high poverty rates and cases of

COVID-19. According to research, the Philippines, Chile, India, South Africa, Brazil, Turkey, and

Morocco have a lot of population in the low-income group, meaning these countries have a large number

of people suffering in poverty at the same time these countries have high cases in COVID-19.

Fruit Feel uses citrus peels’ natural chemicals to disinfect and kill bacteria and viruses. Not only

can it kill bacteria but can also remove odor and replace it with a refreshing scent. With chemicals such as

polymethoxylated flavones, flavanone glycosides, carotenoids, naturally found in citruses that can kill

bacteria and be safe for human contact, a disinfectant spray can have these ingredients as an alternative

for toxic chemicals.

Based on research, polymethoxylated flavones contain no discernible toxicity. In fact, not only it

can fight bacteria and viruses it is also used for cancer treatments. The same goes for flavone glycosides.

Carotenoids strengthen cells and prevent them from being damaged, carotenoids improve the immunity of

cells in our body. Not only is it good for our body, but it can also kill viruses and bacteria since it is a

strong component.

Citric acid is another component of citrus fruits. It is the main component of citrus fruits. You may not

know this; citric acid is found almost in all of our daily products. Including soap, shampoos, dish-washing

liquid, etc... It also serves as preservatives in these products. This component can make our product last

up to 2 years.

Vinegar can also act as a bleaching agent. It contains a high acidity rate which can kill bacteria

and viruses. It is about 5% acetic acid. It kills viruses and bacteria by changing the proteins and fats that

make up these organisms and destroying their cell structure. Based on experiments, researchers tested

commercial cleaning products against alternatives like vinegar and bicarbonate of soda, they discovered

vinegar killed a range of household pathogens and can rapidly inactivate the flu virus.
Though if people think our product is less effective than the present disinfecting sprays out in the market,

our product can be less toxic and as effective as those ones out in the market. If people want to have a

safe-to-use product; non-toxic and can kill bacteria and viruses, then our product can give them that. We

believe in our product. We believe in its quality and effectiveness.

N.Co.’s Fruit Feel Disinfecting Spray comes in a bottle of choice, 500mL or 250mL, providing

the customers a big amount of the product and a portable-easy to carry version. Our product is not a

substitute for alcohol, thus making it not applicable for skin contact, though the said product is non-toxic,

we would still like to avoid slight irritation and abrasion. We can guarantee the customers that our

product will be worth their safety.

BELOW WILL BE THE LABEL FOR FRUIT FEEL (500mL)

WITH A TAG THAT COMES FOR EVERY UNIT (PER BOTTLE)

IV. TARGET MARKET

4.1 DEMOGRAPHICS OF THE MARKET OR TARGET MARKET

BENEFITS

A Our product can give health safety and assurance, specially to the low-income group,

by offering a cheap and effective product.

B Our products are organic, causing no harm to customers. N.Co.. only focuses on the

safety and wellness of its customers.

C Our product helps lessen micro bacteria, viruses and germs from household furniture

and equipment.

D Our product can not only kill bacteria, viruses and germs but can also make your home

smell fresh and refreshing.

Demographics 
Age 13 and above
Gender All Sexes
Civil Status Any
Income Any (particularly for Low-income groups)
Education Any
 Profession Any
Location Those countries with high poverty rates and cases of COVID-19
Family Size Any
Religion Any
Nationality Any
Climate Any

Geographic
Countries Philippines, Chile, India, South Africa, Brazil, Turkey, and Morocco
Regions Asia, South America, Africa, and Mediterranean & Middle East

Psychographics
Social Issues None
Religion Any
Politics None
Work Drugs None
Women’s Rights None
Sex Any
Personal Interest None
Family None
Home None
Food None
Health Any 
Friends None
Shopping None

Behavioral
Purchase Per Unit

Frequency
User Status Any
User Rate Any
Loyalty Status Any
Readiness N/A
Figure 2
      Our target market focuses on those who are in the lower socioeconomic status. It focuses on

consumers who are searching for cheap, safe and free of toxins or dangerous products. We would like to

concentrate our efforts on helping those who are in lower status that are greatly affected by this current

situation. We deliberately design our product to benefit both people and the environment.

4.2 MARKET NEEDS

According to https://www.pna.gov.ph/, the Philippines’ poverty rate is 18.7% as of 2021. About

4.5 million people belong to this 18.7%. These people are either living in the squatter area or homeless.

The disadvantage of living in squatters is, it is overpopulated, and the possibility of having viruses are

higher compared to non-squatter areas. For homeless people, on the other hand, the disadvantage is that

they are more exposed to viruses. They get their food from the trash, where viruses reproduce rapidly.

Also, according to https://www.worldometers.info/, active cases here in the Philippines are about 70,000

people as of May 4, 2021. With different COVID-19 variants developing, cases will increase, disinfecting

spray will be in demand but at a higher price.

Along with Chile with a 14.4% poverty rate with 40,000 active cases. India with 28% poverty

rate and 3.5 Million active cases. South Africa with 55.5% and 23,000 active patients. Brazil with 12.8%

poverty rate and 1.5 Million active patients. Turkey with an 8.50% poverty rate of 400,000 active cases.

Lastly, Morocco with 66% poverty rate and 5,000 active patients.

From the gathered data, we can conclude that N.Co.’s. target market for its long-term

objective needs a cheap and effective disinfecting spray.

Our company is a starting company; therefore, we will stay focused first on our short-term

target market, the Philippines. We plan to distribute our product within the country and its regions.

According to https://doh.gov.ph/, the top five regions with the highest cases are NCR, CALABARZON,

Central Luzon, Central Visayas, Western Visayas.

 Along with high active cases, NCR also has a big number of people in squatter areas that have

either a low-income job or unemployed. With the number of people in NCR, variants of COVID-19 can

rapidly reproduce making it easier to catch. Along with the increasing population in NCR, poverty is also

known, the cost of living in NCR is high, a lot of people cannot afford to live there but think of the

opportunities NCR can give. The misconception in this is that NCR seems to be luxurious and a growing

economy but in reality, NCR offers small opportunities to people without diplomas and titles. The same

goes for the other regions.

Our market needs a cheap and effective product to secure their health amidst COVID-19. With

the Fruity Feel disinfecting spray, people can have better protection against the virus and at the same time

prevent them from other diseases that they can have once they use disinfecting sprays with toxic

chemicals.

4.3 MARKET POPULATION

Our target consumers are anyone living in the Philippines with a population of 110,802,755 as of

May 5, 2021, or in those countries that have low-income status, meaning these countries have a large

number of people suffering in poverty at the same time these countries have high cases in COVID-19.

Tourists are another market for our product. This disinfecting spray can be very flexible and convenient

when cleaning different surfaces except for aluminum, cast iron, waxed wood, and natural stones.

The Philippines was reported to have a million active cases of COVID-19 and according to the

research of WHO (World Health Organization), it is not certain how long the virus that causes COVID-19

survives on surfaces, but it seems likely to behave like other coronaviruses. A recent review of the

survival of human coronaviruses on surfaces found large variability, ranging from 2 hours to 9 days.

We would like to give priority to regions of the Philippines, for our short-term objective, and

other countries that have high cases of COVID-19 and those who are suffering in poverty, for our long-
term objective, to make a significant contribution to their health and well-being. It would be beneficial

not just to us, but to them as well.

V. COMPETITOR ANALYSIS

With the research that we did, we’ve come to identify our competitor in this field that has huge

names in the industry. However, none of them included an all-natural spray made out of materials that are

already considered a waste. Pondering on that, we believe that we can make a commercial success on our

product and join the competition in this field.

We’ve investigated and we’ve seen companies that might be potential competitors in our market.

With our study, we came to the knowledge that our main competitors here are big manufacturers of

disinfectant sprays that are well-known in the market.

Our competitors made products that are almost similar to ours, but the difference is that our

product is assured to be non-toxic because we made it all-natural that will not harm our valued customers.

We assured you that our product is the “safest” in the market because it is not only made out of natural

ingredients but also made from materials that are ready to go to waste. So, to cut it short, this is an

environmental-friendly product because it lessens waste and converts it into something useful. We’ve

seen citrus variants of disinfectant sprays in the market, but we’ve never seen anything made from fruit

peels yet, so that is what sets us apart from the competition.

Just like the product being marketed by Lysol called “Citrus Meadows''; it is almost the same as

ours but they make use of chemicals and they are extremely pricey too. Another one is a product from

https://www.stayfreshcanada.com/ which is located in Canada; their product is a room spray that is made

from all-natural ingredients as well.

Their products are a bit expensive because they made use of essential oils. What makes us unique

is we made use of peels that are already “useless” in the eyes of many.
VI. MARKETING MIX

6.1 PRODUCT STRATEGY, PRODUCT FEATURES, ADVANTAGE AND BENEFITS

The market for our product as said, will start with the Philippines and give priority to Chile, India, South

Africa, Brazil, Turkey, and Morocco after 5 years and try to expand our services to other countries after.

Our product will address health and environmental issues. Our product will be environmentally friendly

and can guarantee customers' safety. Other than that, our products can help lessen waste here in our
*sample logo of the company country and at the same time help in our agriculture sector. It

also promotes different countries that produce citruses, giving

companies free marketing.

Our product’s key differentiators are its natural ingredient, amount, cheap price, and effectiveness.

With the market full of expensive and toxic disinfecting sprays, our product could stand out and lead

people to choose our products by their unique quality. Our long-term goal for the product is to lessen

illnesses for countries, secure the health of people with low income, and improve or try to outdo our set

goal for year 1 which is to sell 12,000 units.

Our product initiatives include: achieve customer satisfaction, upsell new varieties of our Fruit

Feel Disinfecting Spray, sustain product features and break into new industries and geographical areas.

Product Features

 Contains 500 mL or 500 grams of solution

 100% made with citrus peels (Orange, Lemon,

Grapefruit, Calamansi, Lime)

 Contains Vinegar and Water

 Comes with a tag for DO’s and DON’TS for

every unit
  Has a label containing some information about the product

(Image of the Product)

6.2 PRODUCT DISTRIBUTION STRATEGY

The chart above will be the flow of our product distribution. When thinking about levels,

associate the number to the number of intermediaries. In this case, a level two-channel involves three

intermediaries between producer/manufacturer, wholesalers/retailers, and consumer. An example here

would be a wholesaler selling to a retailer who then sells to the consumer. The main reason why we are

going to distribute our product to wholesalers and retailers is that wholesalers can fulfill the retail orders,
resell goods in bulk and only focus on storage and delivering goods. For retailers, they can be the outlets

where consumers can purchase products, they can sell through storefront locations or online channels. We

can distribute our products to shops and local pharmacies like Watsons or Mercury Drugs since our

product is mainly for disinfecting.

The Philippines has a very fast increasing number of COVID-19 cases. One of our intentions why

we have decided to create this kind of product is, we all know that covid is a very lethal virus. We need to

be always ready and clean to our house especially if there are new visitors because covid is not visible to

our naked eye. Coronaviruses are enveloped viruses, which means they are protected by an "envelope"

made of lipids or grease that is easily dissolved by cleaners and leaves the virus itself vulnerable, so we

need something that will help us even though we cannot see it. We can use this disinfectant spray in our

home, certain surfaces, and surrounding areas.

We have decided to pick this type of consumer channel because we believe it will enable us to

develop strong relationships and bonds with our distributors, wholesalers, retailers, and especially to our

customers. Our corporation will offer the best customer experience to our consumers and dealers. We are

committed to developing our market and product, so we welcome our customer's complaints, reviews, and

ideas whether they are negative or positive. We promise that any issues or complaints they have about our

product or service will be handled with the utmost care and consideration.

6.3 PRODUCT PROMOTION STRATEGY (ADVERTISEMENTS)

6.3.1 PRODUCT AWARENESS CAMPAIGN

The COVID-19 pandemic has changed the lives of consumers and businesses, so our company

would like to promote our product in a unique way to pivot our marketing, which will surely stand out

from our competition amidst the Coronavirus.

 Even before social media took over the world and as of January 2021, 80.37% of the total

population have social media profiles. And, as more people go online during a pandemic, the figure will

begin to rise, so our company will adopt social media tactics. We will make an active page for our

product that keeps consumers up to date on store updates and promotes exclusive or limited-time offers.

Our other approach will be email marketing strategies since we want to create virtual partnerships with

our clients. We will be transparent and open to any suggestions. Blog posts will be present on all our

social media platforms to increase interaction.

Facebook ads will also come in handy, based on research the Philippines is the most active on

Facebook, with every single population having a Facebook account along with YouTube and Instagram.

We will also promote our product with the app TikTok, a popular app where trends usually begin.

Customer Reviews will also be highlighted to increase credibility.

We would also benefit from marketing and selling our goods through television and radio

programs, as these are only two of the more conventional ways of doing so. We would contact news

networks or outlets via television, and we would use creative methods such as animated films, where we

would not need to set up sets or hire actors for our goods to be used in chat shows addressing its health

benefits. Commercials promoting our goods will already provide information about the price and where

our product could be bought. We will contact magazines and newspaper publishers to feature our product

in the wellness section or something relevant to this industry in terms of marketing our product by

tangible and easily-carried products. Not only will our product, but also our business and the inspiration

behind its development, be promoted in this manner. Catalogs will also be handed to possible customers

in the first year. Events will also be present, virtually.

With the help of WHO (World Health Organization), we can try to promote our product for the

next 5 years internationally, targeting all countries in different corners of the world.
6.3.2 PRODUCT PROMOTION STRATEGY (INTRODUCTORY OFFER)
Front of the flyer SAMPLE FLYER
SAMPLE FLYER
The main focus of our sales promotion will be maintaining a good and professional relationship with our

customers by communicating through online and virtual communication. Also, we intend to build trust

from our customers. Being in touch and serving our customers with transparency will put us in a good

situation. We would earn their trust and ensure not to break it. We are building credibility with our

introductory offer. Hopefully, our valued customers will share their experiences on our product with other

people, gaining exposure from people of different places.

Until now, we are still in quarantine, so we decided to sell online to give access to people to order

anytime and anywhere. This could provide accessibility and better service to our international clients.

For wholesalers, we would require them to pay through either bank transfer or online banking. Payment

will be through our account to avoid scams. N.Co. will offer a distribution price for them to have an

income for every unit purchase of our product.

In the long run, we prefer to create promos for our product. We will be considering having an

introductory offer such as a buy one get one free deal, voucher or coupons discounted pricing for the first

1000 purchased products, and a bundle.

Online purchasers will secure a chance to enter a raffle promo using their emails. With these, not only do

they get a chance to win a raffle promo, but they can also get updated on our products. We also plan to

have an account mainly for customer service. This account is where customers ask questions, send

feedback and suggestions. This account is for the improvement of our company and products.

Our promotion tactics do not limit to this, N.Co. will seek promotion opportunities shortly. We will be

flexible to circumstances we encounter in the future and try to adapt to them. Our product and services

will not limit to the current situation, COVID-19. We will also take different methods to improve our

services and products.

 6.4 PRICING STRATEGY

       In figure 5, which is the table below, is the summary of the accounts visual representation of N.Co.’s

annual pricing strategy. We make considerations of the country’s circumstances and needs, as well as the

target market’s position.

*(Unit Refers to Per Bottle)

Fruity Feel Disinfecting Spray

Natural Corp.

Variable Cost COST (In Dollars) COST (In Peso)

Bottle spray .73 35.00

Vinegar .21 10.00

Fruit peels .21 10.00

Water .041 1.975

Packaging .19 9.00

TOTAL VARIABLE COST USD 1.38/Per Unit Php 65.975/Per Unit

  

Annual Fixed Cost

Salaries 16744.46 800,000

Utilities 1255.70 60,000
Rent Expense 2093.35 100,000
Sales expenses 1465.14 70,000
Insurance expenses 501.88 24,000
Depreciation Expenses 209.31 10,000

TOTAL FIXED COST USD 22270.13 PHP 1,064,040.00

 EXPECTED SALES/YEAR          12,000 UNITS

INVESTMENT $30,000 Php 1,435,245.04

TARGET RETURN OF 30%

INVESTMENT
VII.  PROJECTED INCOME STATEMENT     

Figure 5
Total Variable Cost + Total Fixed Cost/Expected Sales/year = Unit Cost

1.38 + 22270.13/12,000 = $1.86

65.975 +1,064,040/12,000= Php 88.67

We, Natural Corporation, planned our pricing accurately and have considered various

factors that may happen during the process. We give thought to the market needs and budgets to

be able to come up with a justifiable pricing. With that, we are able to come up with this simple

list of estimated annual expenses.

For our fixed cost we added all our operating expenses which resulted in $22,270.13 or

Php 1,064,000. These are annual values except for the variable cost. We calculated all of these

and we have decided that the cost per unit is $1.86 or Php 88.67. We expect to sell 12,000 pieces

of bottles in a dozen boxes. We count units in bottle sprays but we sell them in boxes. We expect

to sell 1000 in a year.

VIII.  BIBLIOGRAPHY/LIST OF REFERENCE MATERIALS 

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Chemistry, Pharmacological Properties, Applications in the Modern Pharmaceutical, Food, and

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%20include%3A%20limonene,41%2C42%2C43%5D

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