Cocobano Ice Cream: A Feasibility Study: Manuel S. Enverga University Foundation Candelaria, Inc. Quezon, Philippines

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MANUEL S. ENVERGA UNIVERSITY FOUNDATION CANDELARIA, INC.

Quezon, Philippines
CocoBano Ice Cream: A feasibility study
A Research Proposal submitted to the Faculty Members of

Senior High School Department,
Accountancy Business and Management
Of Manuel S. Enverga University Foundation, Candelaria, Inc.
In partial fulfillment of the requirements for the

Accountancy, Business and Management
Submitted by
Adona Carolyn
Atienza Diseree Amor
Caalam Cassandra
12-Antares
September 2019
Senior High School Department

CocoBano Ice cream: A feasibility Study
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Quezon, Philippines
Table of Contents
Rationale
Every year, people aging from 30-70 die from non-communicable diseases (NCDs).
In 2018, The World Health Organization (WHO) stated that the most effective and affordable
way of preventing NCDs is the reduction of salt and sugar, elimination of trans-fats and
reformulation of food products to make them conducive to a healthy diet.
The researchers then decided to create products which could help one achieve mental
and physical growth, develop a healthy lifestyle and prevent these illnesses. The group aims
to improve the dietary habits of people in all ages when it comes to eating food. The
researchers want to make people be satisfied on their way of eating by having them choose
healthier yet delicious foods. The focus of this study is to create food with nutritional

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contents for them to have great potential in improving their diet and health and access to
good nutrition, healthy foods, and opportunities to make healthful choices are key to
advancing health equity.
Mission:
The enterprise is engage into providing a product with pure ingredients at a reasonable price.
Their mission is to make and serve a delicious and healthy product such as the "Cocobano
Ice cream" as a delicacy offering alternative solutions to human health care needs.
Vision:
The CocoBano Ice cream envisions itself as one of the leading food producers in the food
industry serving nutritious and outstanding quality of products and services. The product
shall be an alternative for foods that are unhealthy and must ensure that it would contribute to
a health conscious society.
Goals and Objectives
These are the defined objectives of the CocoBano Ice cream:
• To be a well-known maker/producers of healthy Ice cream.

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• To give a new flavor of Ice cream.
• To increase the demand of healthy products in the market thus promoting a healthy type of
living.
• To improve nutrition among people through making desserts with nutritional contents.
• To provide a safe, enjoyable and health promoting environment for the consumption of
food.
A. NAME OF THE ENTERPRISE
Having a good name for a business constitute a valuable role especially that it plays
important factors regarding the attraction of the possible consumers. The proponents decided
to came up with a business name “Cocobano". An ice cream that gives the taste of nature! A
world of flavor freshly made from Guyabano and Coconut that surely give health benefits to
their target customers. "CocoBano" was derived by the product's ingredients Guyabano and
Coconut. This has become the basis of the name of the enterprise since it is purely made by
Guyabano and Coconut. The entrepreneurs meticulously thought of a compound name that is
appealing and easy to recall in the memory of the customers.
B. LOCATION
One of the important factors that one should consider in putting up a business is choosing a
best location. In choosing the location, one should foresight factors like local competition,

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demographics and the state value in order to emplace the best and profitable location that
they can have.
The "Cocobano Ice cream" will be located at Malabanban Norte Candelaria, Quezon. This is
where the product will be made and prepared. It is just in front of Manuel S. Enverga
University Foundation Candelaria Inc. where students can notice the stall instantly. Some
place in front of the said school is still vacant and the researchers decided to rent the
unoccupied space in that place. The researchers also conceive that the expenses regarding
transportation would be lessen for the place is near in the market and is accessible for the
availability of raw materials.
C. DESCRIPTIVE DEFINITION OF THE PROJECT
1. Related National Program
In 2018, The World Health Organization (WHO) stated that the most effective and
affordable way of preventing non-communicable diseases (NCDs) is the reduction of salt and
sugar, elimination of trans-fats and reformulation of food products to make them conducive
to a healthy diet. The project will help WHO (World Health Organization) seeks protection
and promotes healthy nutrition. Their main objectives is the attainment by all peoples of the
highest possible level of health and this project contributes to the production of reformulated
foods with contents that are nutritious thus helping the said organization. The enterprise
would also benefit the DOH (Department of Health Organization) as being one of the
regulators and provider of health goods and services and DTI (Department of Trade and

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Industries) for it offers consumer access to safe quality goods and services that also increases
the competitiveness of industries in the Philippines.
2. Affinity to Regional or Sectorial Studies
The owners could say that the findings in certain regions and sectors have encouraged them
in coming up with this kind of business. It has been known that people from Candelaria,
Quezon is popular with food industries, in connection with this, the researchers decided to
put up with a product which is in-line with food. The project is also a result of encouraging
findings that is trying to emphasize the importance of consuming healthy foods and the
benefits of it in someone's body that drives the entrepreneurs to try something new in the
food industry.
3. Project Potential and Proponents
It is undeniably that every businesses primary objective is the maximization of their
profit. The CocoBano will function to the best of its ability in order to achieve the realization
of the goal. It hopes for a stable status in the food industry by introducing a distinctive ice
cream production offering high quality and natural ingredients. CocoBano could greatly help
the government's employment and taxation and also contributes to the idea of promoting
foods with nutritional contents that is not too expensive.
The aim of CocoBano is to make a great portion of demand for nutritional ice cream
in the market and the appearance and taste should be taken into account for these takes a very
crucial role in attaining the success of the business.

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D. PROJECT’S LONG RANGE OBJECTIVES
The CocoBano Ice cream looks forward to be the most competitive business in
Candelaria, Quezon. The objectives of this business is to establish Cocobano as a popular
dessert to the public. It also aims to improve in operation, size, and customer’s satisfaction at
its very first establishment. The enterprise should also have nationwide branches accessible
for all people and thus continuously produce and promote healthy and eco-friendly products.
The business also looks forward to reach a goal of not just being an ice cream parlor.
They intent to expand into new opportunities and business industries. CocoBano aspires to be
the one of the known go to shop providing delicacies with nutritional contents for the next
coming years.
FEASIBILITY CRITERIA
To access the profitability and feasibility of the creation, various factors are carefully
studied and evaluated objectively.
It have been determined that the most feasible and profitable product in the market
today is food. Therefore, the researchers consider this understanding and was set as a primary
account in attaining the feasibility study.
The business is feasible through the following criteria:
1. Provides outstanding quality service and product.

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The business will assure the worth and satisfaction of the given products and services
consumed by the customers. The business also has a unique strategy that will give the
enterprise a competitive advantage.
2. An adequate physical facility has been designed and a good location has been found.
The distance of the proposed project from its competitors as well as its supply
of raw materials is in the vicinity thus results to a great competition and a hassle free
acquisition of the needed raw materials for the business.
3. The business have an adequate financial resources to cover all the costs of its venture.
This section provides the potentiality of the business to undergo through different
finances as time passes by. The financial resources for the business have been found and is
expected to have financial benefits from its operation. If the cost goes up during
implementation, the business would add up additional financial resources.
4. There is sufficient demand to support a new business entering this industry.
The researchers pinpoint the specific customers who are willing and able to buy the
proposed product. This is done through segmenting of the market geographically and
demographically. This segmentation helps organizations understand consumer behavior
accurately that in turn helps them perform better.
5. Availability of raw materials.
Raw materials play an important role in the production process to a great extent as the
success of the business venture. A major factor affecting availability, delivery, and price is the

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geographic origin of the raw materials and the researchers are delightful that the location is
near at the available acquisition places for the business’ raw materials.
F. HIGHLIGHTS OF THE PROJECT
1. History
Currently, Filipinos are subject to food that are unhealthy resulting to them lacking of
the require nutrients needed to ensure the wellness of their body. They consume more
artificially made food products over choosing advantageous ones. In connection with this, the
entrepreneurs are drive up with an idea of creating a food that is beneficial in so many
aspects. These aspects push them to create ideas that could help provide solution to the
current food related conflict in the food industry.
The researchers made this product for the purpose of serving their valued customers a
new dish with new flavor that everyone will enjoy especially the adults and the young ones.
It is an ice cream that has special ingredients which is the coconut and guyabano. It
promotes a healthy and convenient way of eating by introducing a healthy dessert to the
public consumers.
2. Project Timetable and Status
Table 1. Project Timetable Status

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1st month 2nd month 3rd month

Business
MANUEL
Activities S. ENVERGA UNIVERSITY FOUNDATION CANDELARIA, INC.
1 2 3 4 1 2 3 4 1 2 3 4
Quezon, Philippines
Business
Planning
Selection of
Location
Arrangement
of Capital
Application
and
Registration of
the business
Renovating the
place
Acquisition of
materials and
equipment
Installation of
ice cream
equipment and
other supplies
Hiring and
training of
Workers
Trial opening
Proper Senior High School Department

operation of CocoBano Ice cream: A feasibility Study
the business
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3. Nature of the industry
The enterprise will run its business in the town of Candelaria, Quezon. The people in
there loves to eat and for that reason, food industry is the most business. And Philippines, as
a tropical country, uses the production of ice cream as a way of easing the hot temperature. It
therefore result to large amount of competition relating to the providers of ice cream in the
country. Following this, the enterprise is open for competition and is ready to bring the
uniqueness and distinction of their product to the market. The entrepreneurs also noticed that
some industries in the town offers the same which makes a perfect competition. The
researchers are also aware that having multiple competitors would be the weakness of their
product. And for that, the entrepreneurs decided that they will first sell CocoBano to the
schools as a way of testing whether this would be popular in the public which secures the
possibility of it being worth investing and expanding.
4. Mode of Financing
The initial fund of the enterprise should be based on the fair acquired shares of the
entrepreneurs. The capital will be worth of two hundred and fifty thousand pesos (Php

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250,000), with these, each of the owners should contribute an equal fair of eighty five
thousand pesos (Php 85, 000) of shares for the operation of the enterprise.
5. Investment Costs
Below are the funds needed in starting up an ice cream business and the enterprise’s
operational cost for the first month of its establishment.
Table 2
BIR annual registration fee Php 500

Taxes and licenses Php 3500
Advertising expense Php 900
Rent expense Php 8000
Salaries expense (3 employees) Php 19500
Utilities expense Php 13 000
 Electricity bill Php 800

 Water bill Php 500
Total Equipment Php 130 000
Supplies and raw materials (first month) Php 15 000
A total of Php 190 400, meets the owner’s estimated capital of Php 250 000.

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Chapter 2
Marketing Study
A. PRODUCT DESCRIPTION
CocoBano Ice cream is a business that does not only offers quality products, it
also seeks to apprehend their consumer’s preferences. According to Orison Swett Marden
(1924) the golden rule for every business man is this: “Put yourself in your customer's
place”. Therefore this study seeks to put their consumer’s satisfaction as their top priority. It
also embraces Corporate social responsibility (CSR) to produce an overall positive impact on
society. The principle of every business should not focus on existing because of the benefit,
but to exist for everything is dependent amongst each other: the customer and seller, drink
and food and etc. This mean that if the business only exists to gain money but doesn’t benefit
another environment it is still poor because they are not giving any good to consumers, they
may have money satisfaction but not in social responsibility. Commonly, this kind of
business could easily dissolve in short span of time.

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Ice cream is a dietary source of two important minerals. Both calcium and phosphorus
promotes strong and healthy bones. Ice cream may cause problems for certain people because
it is dairy-based and contains lactose, a milk sugar. The researchers come up to produce a
product will serve people a good quality ice cream which contains healthy ingredients. They
name it “CocoBano” which is a derived word from the two fruit which is the Guyabano and
the Coconut. Most people know that ice cream is fattening, but this Cocobano ice cream was
made with health benefits. Guyabano (Annona muricata) is called a nutriceutical product as
the combination word of nutritional and pharmaceutical due to its nutritional composition
that can provide health benefits. This ice cream is actually rich in essential nutrients. The
flavor of this ice cream is soursop which contains antioxidants. It may help stabilize blood
sugar levels. And to add it with a twist, the researchers added a toppings which is the
coconut. Coconut has also health benefits. This provides people with a disease fighting anti-
oxidants and help reduce risk factors for heart diseases.
Guyabano is being widely cultivated in Central America, some sub-Saharan parts of
Africa, and in Southeast Asia, the Philippines included. Traditionally, guyabano has been
consumed by diabetics to lower their blood sugar, and tests showed that it even outperforms
Metformin, the most commonly used maintenance drug of diabetics, in lowering blood
glucose levels.
The target market of this product is the health-conscious persons and even the
potential health-conscious because this product wanted to promote a healthy economy not
just to whom whose already healthy but also to other people that were enlightened and wants

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to live healthy too. CocoBano wants to give them a healthy dessert that will surely benefit the
consumers in an eco-friendly or organic way.
The business will be launching their very first store in the town of Candelaria,
Quezon at Malabanban Norte where the actual place of study held. It offers services such as
the distribution of the products to stores, groceries, and schools. It will also implement
discounts for retailers inside the Candelaria. The business plans to expand and launch stores
at the area of the Southern Luzon such as Sariaya, Lucban, Lucena, Tiaong, and San Pablo.
This expansion will generate more profits for the company and helps build a healthy
economy in this country.
Below are the list of ingredients that are going to be used in creating a bountiful ice
cream:
a.) Best high protein and vitamin C ingredients.
 Milk
 Lime zest
 Egg yolks
b.) Best fruits
 Guyabano
 Coconut
 Strawberry
 Mango
c.) Healthy Additions and Flavor
 Vanilla Extract

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 Almond
The major purpose of this product is to promote a healthy lifestyle through providing
a beneficial or advantageous food in the market. It is to help people have a healthy diet that
can help one reach and maintain a healthy weight, reduce risks of chronic diseases (like heart
disease and cancer), and promote overall health. This product will help kids, teens and adults
to eat fruits and defend themselves from the possible threats of illnesses that is spreading in
the surrounding.
B. DEMAND ANALYSIS
Ice cream consumption usually peaks during the hot summer months. It is also
stimulated by festivities, be it town fiestas or birthday parties, making ice cream very much a
part of every celebration. As such, consumption of ice cream remains significant even during
the rainy season. According to Market Watch, The global Ice Cream market is valued at
57900 million US$ in 2018 and will reach 84900 million US$ by the end of 2025. In the
recent past, ice cream has earned the reputation of being a sugar-loaded, nutrition-void
calorie bomb. However, the traditional ice cream market has encountered challenging
conditions in more matured markets due to rising diet-consciousness and healthy lifestyles.
Such growing concerns have influenced the food industry marketers to astutely churn out a
variety of healthier, yet decadent frozen treats to please the modern consumers. As a result,
the rising preference for nutrient-rich ice cream has made a subsequent impact on the growth
of organic ice cream industry.Organic ice cream industry trends have clearly demonstrated
that the usage of healthy frozen desserts has been moving ahead at a rather remarkable pace.

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As per reliable sources, ice creams and frozen desserts remain among the top food categories
in the supermarkets.
As the CocoBano plans to reside and operate in front of the Manuel S. Enverga
University Foundation, the daily market would be mainly the students and the people who go
daily from the said school. People who are employed and have the capability to spend their
income could also add to the factor.
The researchers have successfully conducted their questionnaires to the 150
respondents from Manuel S. Enverga University Foundation Inc. The percentage of age from
the implemented questionnaires was shown below.
respondent's age
12 13 14 15 16 17 18
12.00%
0.67%
42.00%
28.00%
4.67% 1.33%
11.33%

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Chart 1.
The graph shows the variation of ages of the respondents. The highest percentage are
those who ages from 13 and 17 and the least are from ages 12 and 15.
Percentage of people who buys IcE cream

non buyers buyers
9.33%
90.67%

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Chart 2.
percentage of people who is interested to buy the product

buyers non buyers
34.67%
65.33%
The graph
shows the percentage of people who buy and don’t buy ice cream. The chart shows that
ninety one percent of the respondents buy ice cream and the remaining percent are those who
does not.

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Chart 3.
The graph shows the percentage of people who are interested at the researcher’s
product. Sixty five percent (65%) out of one hundred agreed and is interested to try the
proposed flavor of the ice cream while the remaining percent (35%) are those chose not to try
it.
Cone (₱10-₱20)
buyers non-buyers
10.00%
90.00%
Cost of Ice
cream respondents are willing to pay.

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Cup (₱15-₱25)
buyers non-buyers
18.67%
81.33%
Gallon ₱300-₱350
buyers non-buyers
45.33%
54.67%

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Chart 4.
The graph shows the percentage of people who are willing to buy the product in
accordance to the range of prices given. In cone, ninety percent (90%) of the respondents
agreed to the price which ranges from ₱10-₱20. The remaining ten percent (10%) however
disagrees.
In cup, eighty one percent (81%) agrees to buy the product with its price ranging from
₱15-₱25 while the remaining nineteen percent (19%) chose not to buy it.
Prefered container
Gal l on Cup Cone
14.67%
50.67%
34.67%
Lastly, the
gallon with its price ranging from ₱300-₱350 has a result of fifty five percent (55%) who
agrees to buy and forty five percent (45%) for those who does not intend to buy.

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Chart 5.
The graph answers the question, “What is your preferred container?” The respondents
are given three choices which are the cone, cup, and gallon. The highest percentage are those
who chose the cone, followed by the cup and the least among the three is the gallon.
typical cost of how much the respondents spend their money on snacks/merienda
₱20-₱40 ₱41-₱60 ₱61 AND ABOVE
12.00%
26.00%
62.00%

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Chart 6.
Respondents are given three options regarding on how much money they spend for
snacks/merienda. According to the chart, sixty two percent (62%) of the 150 respondents has
a budget of ₱20-₱40, while twenty six percent (26%) of them spend their ₱41-₱60 for
snacks. The fewest is the ₱61 and above choice which corresponds to twelve percent (12%)
only of the chart.

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Additional Flavor Preference

strawberry banana ma ngo others
6.67%
34.00%
44.00%
15.33%
Chart 7.
The respondents are given choices on what additional flavor would they prefer, forty
four percent (44%) of the respondents chose the flavor mango, thirty four percent (34%) for

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strawberry, fifteen percent (15%) for banana, and the remaining percentage which is seven
percent (7%) for those who gave their specified and preferred flavor.
D. DEMAND-SUPPLY ANALYSIS
Demand and Supply analysis is the study on how buyers and sellers interact to
determine transaction prices and quantities. The implemented demand and supply analysis
help the researchers found out about the possible competitors of the business and the
consumer’s possible numbers. Both of these factors are considered into analyzing the
movement of supply and demand in the market. Based on the demand analysis, it is shown
that the demand for ice cream is dramatically increasing. It asserts that the ice cream product
is still popular and will continue be. It is knew that an increase in demand will result to a
raise of price. On the supply side, an increase in supply will force the price downward while
the reduction in supply will raise the price upward. It is further concluded that the supplies
will meet the sufficient needs in creating the ice cream. Through also the defined
competitors of the CocoBano Enterprise, they can now come up with an effective idea to

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attain competitive edge to its competitors. The significance of the two analyses is being
shown with the guidance it proffered to the business.
Furthermore, it can also help in determining the number of the products which the
business will produce. This guides them to accurately project the demanded supply for the
CocoBano Ice cream. The industry could produce products like the CocoBano Ice cream for
its capability to produce agricultural crops and local goods.
C. SUPPLY ANALYSIS
All businesses have competitors. Knowing what kind of competitors one have, and
what they are offering, can help the enterprise make products, services and marketing stand
out. It will enable one set prices competitively and will help respond to rival marketing
campaigns with their own initiatives. The entrepreneurs can use this knowledge to create
marketing strategies that take advantage to the competitors' weaknesses, and improve the
business performance. It can also assess any threats posed by both new entrants to the market
and current competitors. This knowledge will help one be realistic about how successful one
can be.
CocoBano has identified its competitors. There are few competitors existing. The
researchers found two direct competitors which also offers the same product. It is the 7/11

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that’s been operating for a long time now, and Starshop which are both located at
Malabanban Norte, Candelaria Quezon. These convenience stores offer partly the same
product which is an Ice Cream. There also is a restaurant existing near the business location
namely Ben’s Halo-Halo which has been popular to a lot of people especially students. This
restaurant offers snacks and beverages. Ben’s Halo Halo was located at Villa del Carmen
Subdivision Malabanban Norte Candelaria Quezon. There also are existing indirect and
replacement competitors beside the store location which is the Yumcha and Vertz Hub Food
that is also located in front of Manuel S. Enverga University Foundation Inc. Indirect
competitors are those whose products or services are not the same but that could satisfy the
same consumer need. These stores also shown strong potential in competing with the propose
business and is situated at an exactly identical size of the location. In addition, the
researchers consider Olvenia’s Ice cream as their primary competitor for they sell or market
the same products as the CocoBano business. The said business are selling products or
services that are essentially the same as the CocoBano business.
Table 1. Existing Competitors
Name of the Business Location of the business
YumCha Malabanban Norte, Candelaria Quezon
7/11 Malabanban Norte, Candelaria, Quezon
Starshop Pan-Philippine Hwy, Candelaria, Quezon

Villa del Carmen Subdivision Malabanban
Ben’s Halo Halo
Norte Candelaria, Quezon.
Olvenia’s Ice cream Malabanban Norte, Candelaria Quezon

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Vertz Hub Food Malabanban Norte, Candelaria Quezon
D. PRICE STUDY
Price Study Cocobano Ice Cream considers mainly the costumer’s daily budget in
establishing the ice cream’s selling price. The business ensures that the costumers will get
many nutrients and health benefits at an affordable price. The price study is best conducted
first by determining the selling price of all business with similar product. The other business
started selling ice cream with their starting price stated below:
MAGNOLIA ICE CREAM

Gallon
Size Cup Cone
(1.5L)
Average Price ₱230-₱260 ₱22-₱25 ₱10.00-₱20.00
SELECTA ICE CREAM

Gallon
Size Cup Cone
(1.5L)
Average Price ₱350 CocoBano
₱89 Ice₱10.00-₱20.00
cream: A feasibility Study
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Table 1: Prices of Magnolia Ice Cream and Selecta Ice Cream
The inconsistent prices of the fruits brought about by economic policies, self-inflicted
food crisis, inflation, price control and production cost may change the level of the business’
pricing state. The researchers have seen the shifting consumption of people form unbothered
edible to healthy and nutritious foods. This may be due to the alarming country’s obesity
epidemic and many more. There will always be a slight increase or decrease in demand
whenever the prices of the products are lowered or raised. As the price of the product
increases, which may brought by the fluctuations of the price of raw materials used in the
production of the ice cream and the packaging or container which may increase or decrease
the production capacity of the business. In determining the selling price of the product, the
materials and expenses should be considered. Keeping the proportion of all these gives the
business a competitive advantage, either by increasing the profit margin or allowing the
business to price its products more competitively. Otherwise, the business will not attain its
desired profit or return.
Product Table 2: Selling Price

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Selling Price of CocoBano
Product Sizes
Cone Cup 1.5L Gallon
CocoBano Ice cream
₱10-20 ₱15-₱25 ₱350
Coconut and Mango
₱10-20 ₱15-₱25 ₱350
Flavor
Strawberry and
₱15-25 ₱20-₱30 ₱360
Coconut flavor
E. FACTORS AFFECTING THE MARKET
The factors that affecting the real market are the offer and demand, when we talk
about offer, we refer to the amount of products and services produced by an economy in a
given time and the demand is the number of people who are willing to buy a product at a
certain price.
The target market are customers of all ages, most preferably those aged 12-65years
old since in this age bracket they are all now capable of having their own decisions and have
the purchasing power to buy the things they desire. The average allowance of students are
approximately ₱100-₱200 per day while adults have the capability of using their money as
long as they want and they are those people who have extra money to spare on the things that
they want to buy, thus implying that they have the potential to buy the said product
“CocoBano Ice Cream”.
There are approximately 2000 students, employees, teachers, and school-goers at the
location where the said product will be established. Average students spend mostly their
allowances for food especially for snacks and merienda. This business will attract the

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attention of the students in choosing food with other stores. The CocoBano will use Social
Medias or online sites in promoting their product for it gives more marketing options,
benefits and platform for business than traditional methods. Social media networks build
relationships with important people and for character development. The target market of
“CocoBano Ice cream” is everyone in the vicinity of Candelaria, Quezon ranging from child-
adult-senior citizen because of the imposed health benefits within the product which aim to
help the people to live healthily. The expansion of the store shall be implemented once there
are more stable sales in the target market. The business will be marketed at the town of
Candelaria, Quezon and is aimed to expand within the vicinity of CALABARZON.
Establishing an ice cream shop in front of Manuel S. Enverga University Foundation
Candelaria Inc. will guarantee a positive outlook on the business’ demand and some will be a
hindrance the growing of the demand for the CocoBano including the customer’s purchasing
decision. The researchers are open to these possible threats therefore they made substitute
products available for the consumers allowing them to choose from variety of choices and
not just the ice cream itself.
The capacity of the business will also increase and decrease due to the economic
conditions that may affect the production and prices of the raw materials. There would be
chances of fluctuations regarding the materials to be used. Fluctuations in prices are a
common phenomenon in the economic world due to factors like the weather condition,
inelastic demand, inelastic supply and global market. This would affect the serving capacity
of the business therefore Cocobano will offer vary of prices as it is dependent on the
decreases and increases of the nations’ goods. For this reason, the Cocobano’s plan is to

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reduce the serving sizes prior to the keep the prices steady. The effect of seasonal ingredients
may also be added to the factors. There would only be certain time where these fruits would
be harvested, therefore this business will offer products as a substitute to the seasonal fruits.
F. MARKETING PROGRAM
G.1 DESCRIPTION OF PRODUCT
Cocobano would be offering high quality ice cream using supplies sourced from
agricultural suppliers using equipment characterized with the latest technology utilizing the
procedures with the absence of difficulty.
Considerations of high quality which is available within supplies:
1) Fresh Guyabano and Coconut fruit.
2) Modified food and organic.
G.2 SERVICE
The business will offer quality service. A business with high service quality will meet
or exceed customer expectations whilst remaining economically competitive. Evidence
from empirical studies suggests that improved service quality increases profitability and
long term economic competitiveness.
The following are the elements of the services that the CocoBano will provide to its
customers:

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Quezon, Philippines
 Hospitable Staff
The business will guarantee to hire staff with pleasing personality and is eager to aim
the success of the enterprise.

 Sanitation of the product
The impact of the sanitation crisis is felt throughout entire nations and regions,
crippling opportunities for growth and development. According to an Oxford
Economics report on behalf of LIXIL, global economic losses from poor sanitation
were estimated at US$223 billion in 2015, an increase of more than 20 percent from
five years earlier. Therefore, the CocoBano business would make sure to offer clean
and safe products for its customers.

 Equipment
Advance and fully functioning equipment would be used in producing the product.
G4. PRICE
Market Penetration – Since the business would have well-entrenched competitors
on its location, penetrating the market with lower prices would be the business’s strategy.
Additional markup for products that are in demand – since the business would have
additional products in the business, they intend to add an additional mark up for those
products that are in demand. Markup within the products would be implemented for
additional profit.
G5. PROMOTION STRATEGIES
To increase the market sales, different strategies will be used and considered for the
business.
Strategies Encouraging Impulse Buying:

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Quezon, Philippines
1) Encouragement to Shop – Increase Brand Reputation
CocoBano would have Online Advertising & Print Media promoting the love for
CocoBano. Promotion towards the brand would potentially increase brand awareness and
would eventually turn into recognition.
2) Loss Aversion Switch – Giving Limited Time Offers
Giving limited time offers would provide customer the need to purchase. Normally
this would affect the purchase decisions of customers by causing them to prevaricate over a
purchase especially if it has high quality.
3) Discounting
Seasonal discounts especially in predicted times of low sales.
Eco friendly society is what the business strives in this study. The CocoBano Ice cream
will offer a five percent discount for those who once buy the product with its corresponding
container. CocoBano encourages people the “Reduce, Reuse, And Recycle” campaign thus
attaining an eco-conscious environment conserving the use of plastics and other materials
that contributes to waste. This movement could also benefit the business by the reduction of
purchasing new containers limiting the businesses’ expenses. This practice would be use
continuously thus helping people save money.
Advertising:
1) Print Media – Traditional Print Media providing flyers and posters.

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Quezon, Philippines
2) Online Advertising – Utilizing Social Networking Sites especially Facebook to provide
online advertisements (within the first year of operation)
3) School “Celebrity” Advertising – To minimize advertising expenses, CocoBano would use
famous students within schools to bring the product hype onto the group market (especially
the target market)
4) Government
CocoBano would take permission and assistance from the government of Quezon to
place friendly reminders within the community (especially schools and businesses
within). This would not only increase product awareness but also shows Corporate
Social Responsibility.
Others:
1) Sponsoring School Snacks
Sponsoring school snacks/ merienda would be a unique way to provide a certain brand
image over markets.
SWOT MATRIX
Opportunities
Strengths Weaknesses
 Increase of population
 Use
The of product
social is made with
media  Seasonal sales of the
fresh ingredients
 Lower prices of raw product
 materials
Advance technologies were 
ThreatsHigh cost of equipment
used resulting
 Uniqueness to large scale
of flavor  Limited workforce
High cost of electricity
Itofwill remain as a businessWEAKNESSES Newly
production
OPPORTUNITIES Climate change business
established
 opportunity
Availability not
of raw materials having THREATS
less market.
only for this Senior High School
Competition Department
from
 year
Skilled workforce  Tough competition
international brands and
but to the coming CocoBano IceUndetermined
cream: A feasibility
Philippine
Study
years as well. new businesses.
 climate
Loss of capital/ bankruptcy
Page | 37

Quezon, Philippines


Cocobano Ice Cream: A Feasibility Study: Manuel S. Enverga University Foundation Candelaria, Inc. Quezon, Philippines

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Cocobano Ice Cream: A Feasibility Study: Manuel S. Enverga University Foundation Candelaria, Inc. Quezon, Philippines

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MANUEL S. ENVERGA UNIVERSITY FOUNDATION CANDELARIA, INC.