WEEK1 ABM12

VILLANUEVA, CRISTEL JHOI

BES
PREPARATORY ACTIVITY

MARKET ANALYSIS
TARGET SIZE OR POPULATION
I want my business in La Trinidad Benguet to market pineapple jam products with natural
ingredients from the farmers. The value is to provide nutritious food to the middle class
customers in La Trinidad, Benguet. At present I will look to sell my products to the mass market
comprising od both young and adult. The flavoring will be natural. My products will be 100%
pure. The fruits used will be fresh from the farm.

My target the middle population of 6 to 50 years old people both female and male. Jams
are sweet products and hence people after 50 may be concerned about their sugar level. The
above 50 people may not consumer jam and hence we have left out the equation. My
customers will mainly be families rather than bachelors. Also the joint families, middle class are
the largest part of the La Trinidad, Benguet population. Most likely the rich people they like to
buy imported and expensive products. However middle class people tent to buy affordable and
good quality of products. The reason why the target population is middle class families is
because they have the large population.

COMPETITOR ANALYSIS
I have direct as well indirect competitors. There are many international brands of spreads
and jam as well, but won’t be competing against them as they the rich segment of the
population. The few local brands mentioned offer low cost products and they target the same
offering diverse product folio, and showcasing products on online platforms, being a few of the
key winning strategies.

BUSINESS NAME:
“Jammin’ Fruit”

UNIQUE VALUE PROPOSITION

I have made a new value proposition statement is emphasizing my product. The value
proposition statement is given below:
“You need a pure fruit, when you are”
 The reason behind selecting this value proposition statement is I emphasizing our
product quality and at the same time I serving the customer need.