References:

CHAPTER II

MARKETING ASPECT

This chapter explains the market feasibility of Fruitle Tea in the targeted Location,
Kapasigan, Pasig City. This includes the Marketing Objectives, Country Profile, Industry
Analysis, Target Market, Product Information, Marketing Mix, and the Projected
Sales.Marketing Aspect

1. Marketing Objectives

In order for a company to grow, marketing is very essential. A company needs to set marketing
objectives to expand the production to the market, setting and objectives makes the business to
be known and to increase sales.

Fruitle Tea is looking forward to increasing positive product reviews. By increasing the
positive reviews, there will be a lot of possible customers that will be interested in buying the
product. The more customers, the more profit the business will have. The more customers who
love and enjoy using the product, the business will continue to grow and to expand.

Secondly, is to increase profitability. When the profitability is increasing, the operation of the
business will continue. There will also be a possibility that the business will have variants of the
product. The bigger the income, the more quality of the product.

Thirdly, is to increase brand authority. This business believes that by increasing brand
authority, it comes with additional opportunities to engage audiences, and this, in turn, makes it
easier to compete against other companies.

2. Country Profile
2.1 Product- market Fit

Fruitle Tea is the product that offers a variety of fruit-infused tea options that can increase
customer satisfaction and loyalty, leading to higher sales and profitability for the business. This
product already identified the target market in the Kapasigan Pasig City, this product gives the
customers satisfaction and benefits. Fruitle tea will surely satisfy the customer and assure that
the product will provide the demand of our customers. Due to the high cost, the fact that
customers want something new yet at the same time is sustainable. In addition the product is
relevant and healthy because it has fresh fruits at an affordable price.
References:

The company's target market is the 18-40-year old residents of Kapasigan Pasig City who are
students, workers, and health-conscious people. There is a good possibility that the target
customers will buy and love the Healthy version of tea because there are many
health-conscious people today as a result of the high dangers of health problems. Fruitle Tea
aspires to create items that will set them apart from their competitors and a product that offers
premium nutritious and innovative teas.

3. Industry Analysis
3.1 Porter’s 5 Forces Model

PORTER’S 5 FORCES MODEL

Bargaining Power of Suppliers The bargaining power of suppliers is high.

The Philippines is rich in agriculture.
According to Statista (2023) In the Fresh
Fruits market, volume is expected to amount
to 2.59bn kg by 2027. The Fresh Fruits
market is expected to show a volume growth
of 5.8% in 2024. Fruits are essential, rural
areas are planting fruits to import it to the city.
Fruits will never be gone as long as there are
farmers and people who know how to plant
fruits or vegetables.

Threats of New Entrants A lot of people are getting interested in

drinking tea to become fit or healthy. If the
industry will be profitable and barriers to enter
the industry will be low, it will attract more
players or newcomers, then the threats of
new entrants will be high.

Rivalry Among Existing Competitors The rivalry among existing competitors is

high. There are many existing products of tea
in Kapasigan, even online. The industry is
extremely competitive. There are many
existing products of tea that are already
famous and known, and have established
their reputation such as Gluta lipo and Crystal
Glow, and more. There are many different
kinds of tea today, and customers have the
freedom to choose what and where to buy.
But, instead of getting threatened, Fruitle Tea
is eager to have more profit and consumers
by building and providing customers with
quality products and good service.

Bargaining Power of Buyers The bargaining power of buyers is high.

References:

There are many tea products online, however

consumers intend to switch products when
they are not satisfied with its result or the
result is not compatible with its price. Fruitle
Tea offers a quality product with an affordable
price, the business is ready to accept new
consumers and eager to get the consumers’
trust and loyalty by producing products that
they will surely love.

Threats of New Substitutes Fruitle Tea is just new in the industry,

however there are already existing business
who are producing healthy tea in the
Philippines especially in the city. Fruitle Tea
may not be the first healthy tea, however it
has a quality, clean and fresh ingredients that
people will surely like. The threat is high, but
Fruitle Tea may overcome it by improving
more and more.

Table 2.1

Identification of Porter’s 5 Forces Model

Questions Analysis Proof Rating

Who are the players The top competitors are

in the industry? Lipton Tea Ginger Tea,
Glowlean and Crystal
Glow. These are the
competitors of Fruitle Tea.
These products are
already known in the
industry. Many consumers
buy from these Productnation High
businesses. Lipton Tea is
the best tea in the
Philippines this 2023. This
tea is already known and
has a lot of good
feedback. That's why the
business is continuous.

Define intensity of There’s a lot of tea

competition? producers in the country
and some of them have
References:

been in the industry for a Productnation High

long time, that’s why they
are widely known and
have already gained the
trust of consumers.

What is the basis of Tea is the second-most

competition? widely consumed
beverage in the world,
behind only water. Upon
checking the website Productnation High
Productnation, there are
already 10 Best Tea in the
Philippines, the first one is
Lipton Green Tea.

Who are the In the Philippines, the

industry buyers? green tea brand is a
famous beverage people
of all ages enjoy. It is a
great way to start the day,
relax, and unwind after a
long day. A great cup can
improve everything,
whether you prefer black,
green, oolong, or white
tea. With its many health Productnation High
benefits, it is no wonder
why tea is the
second-most widely
consumed beverage in the
world. This tea is for health
conscious people,
students who are 18 plus
of age, employees or
adults.

Who are the The bargaining power of

industry suppliers? suppliers is high. The
Philippines is rich in
agriculture. According to
Statista (2023) In the
Fresh Fruits market,
volume is expected to
amount to 2.59bn kg by
2027. The Fresh Fruits
market is expected to
show a volume growth of Statista High
5.8% in 2024. Fruits are
essential, rural areas are
References:

planting fruits to import it to

the city.
Fruits will never be gone
as long as there are
farmers and people who
know how to plant fruits or
vegetables

What is the The bargaining power of

bargaining power of buyers is high. There are
buyers? many tea products online,
however consumers intend
to switch products when
they are not satisfied with
its result or the result is not
compatible with its price. Productnation High
Fruitle Tea offers a quality
product with an affordable
price, the business is
ready to accept new
consumers and eager to
get the consumers’ trust
and loyalty by producing
products that they will
surely love.

What are the The bargaining power of

bargaining power of suppliers is there is a large
suppliers? number of suppliers
related to the buyers.
There are a lot of
substitutes in the market. Productnation Low
Buyers do not rely on the
sales of the suppliers
because the product is a
necessity and for everyday
needs.

What are the The barriers to enter the

barriers to enter the industry are low. A lot of
industry? Filipinos are concerned
about their health and
started to think of healthy
products that could help Productnation Low
their body to be fit or
healthy. So many startup
businesses may start to
build and create a product
like this to have a profit.
References:

Table 2.2

3.2 Industry Players

Major Players
Sales Data and Trends of Major Players
Company Major Brand Same Period Same Period 5
Name Retail Value Years CAGR Info Source
RSP in SGD

Pepsi Lipton Lipton Green 20,500,000 5.48% Euromonitor

International Tea

Twinnings Ginger Tea 8,200,000 5.75% Euromonitor

Table 2.3

Sales Data and Trends of Bottom Players

Company Name Major Brand Same Period Retail Info Source
Value RSP is SGD

Glutalipo Glutalipo 500,000 glutalipo.com

Gorgeous Glow Glowlean 200,000 gorgeousglowphh

Table 2.4

The two tables above show the top two major players and top three bottom players of the tea
products in the Philippines. The top two major players are Lipton Green Tea with 20,500,000
retail value RSP and 5.48% CAGR and Ginger Tea with 8,200,000 retail value RSP and 5.75%
CAGR. While the top bottom players are Glutalipo with 500,000 retail value RSP and Glowlean
with 200,000 retail value SRP.

3.3 Product Life Cycle

References:

In 2014, the Philippines' tea market had a value of 55.20 million USD (based on retail pricing).
The tea market in the Philippines is anticipated to grow at a CAGR of 6.70% each year from
2019 to 2024, reaching 109.79 million USD (in retail prices). Compared to the rise of roughly
7.64% each year that was seen from 2014 to 2018, this represents a drop.
In 2014, the average per capita consumption in terms of value was 0.55 USD (at retail prices). It
increased at an annual CAGR of 6.21% over the following five years. The indicator is expected
to slow down and expand at a CAGR of 5.37% per year over the medium term (by 2024).

In recent years, the tea market has seen a significant evolution in keeping with shifting
consumer trends. The demand for healthy green, functional botanical teas and herbal blends
has increased since tea lovers nowadays are more interested in high-quality goods with an
interesting backstory and beverages that provide them with specific health advantages.
Additionally, the way that tea is perceived has changed as well. The majority of younger
customers now see tea as a sensuous and healthy beverage.

The introduction of tea pairing menus is another intriguing development in the tea industry.
Different restaurants have been attempting to improve the dining experience by creating a
multi-course tea matching menu as customers are increasingly choosing unique and
experience-driven products. The creation of fresh ready-to-go drinks and iced tea varieties has
also led to the tea market's expansion outside the realm of heated beverages. For instance,
kombucha has had significant expansion in recent years, going from being a specialty item to
one that is now widely available in stores.

3.4 Demand Analysis

3.4.1 Major Product Users

Major Product Users

Target Age Population (Product Users) People ages between 18 to 40 years old in
Kapasigan, Pasig City Philippines

Description Healthy living is very important to all people, it

is the key to have a long and a happy life. A
lot of people are health conscious already but
some of them want to start having a healthy
and fit body to improve living. Fruitle Tea
selected citizens between age 18-40 in
Kapasigan, Pasig City. At the age 18-40,
people are conscious with their looks, body
figure and health.

Table 2.6
Major Product Users
References:

3.4.2 Demand Determinants

3.4.2.1 Demand Indicators
● Level of Demand of The Market
In 2023, the Tea category will generate US$102.10 million in revenue. The market is
anticipated to expand by 3.32% yearly (CAGR 2023-2025). Comparatively speaking, China will
generate the majority of income (US$111,800.00m in 2023). In 2023, per-person revenues of
$0.90 are produced based on population statistics.By 2025, out-of-home consumption (such as
that found in bars and restaurants) will account for 39% of spending and 4% of volume
consumption in the tea market.By 2025, the volume in the tea segment is anticipated to reach
3.67 million kg. In 2024, it is anticipated that the tea market will experience a volume rise of
2.5%. In the tea segment, the average volume per person is anticipated to be 0.03 kg in 2023.

● Historical Demand or Retail Sales

Existing products of tea are being consumed and purchased by consumers.
In 2015, the Philippines' tea market had a value of 55.20 million USD (based on retail pricing).
The tea market in the Philippines is anticipated to grow at a CAGR of 6.70% each year from
2020 to 2025, reaching 109.79 million USD (in retail prices). Compared to the rise of roughly
7.64% each year that was seen from 2015 to 2019, this represents a drop.
2015 had an average value-based consumption per person of 0.55 USD (at retail prices). It
increased at an annual CAGR of 6.21% over the following five years. The indicator is expected
to slow down and expand at a CAGR of 5.37% per year over the medium term (by 2025).
In recent years, the tea market has seen a significant evolution in keeping with shifting
consumer trends. The demand for healthy green, functional botanical teas and herbal blends
has increased since tea lovers nowadays are more interested in high-quality goods with an
interesting backstory and beverages that provide them with specific health advantages.
Additionally, the way that tea is perceived has changed as well. The majority of younger
customers now see tea as a sensuous and healthy beverage.
References:

Figure 2.1
Chart View of Retail Volume Sales of Fruit Tea in Philippines
Source: Euromonitor

Figure 2.2
Table View of Retail Volume Sales of Fruit Tea in Philippines
Source: Euromonitor

3.4.2.2 Demand Drivers

References:

In 2023, the Tea category will generate US$102.10 million in revenue. The market is anticipated
to expand by 3.32% yearly (CAGR 2023-2025). Comparatively speaking, China will generate
the majority of income (US$111,800.00m in 2023). In 2023, per-person revenues of $0.90 are
produced based on population statistics. By 2025, out-of-home consumption (such as that found
in bars and restaurants) will account for 39% of spending and 4% of volume consumption in the
tea market. By 2025, the volume in the tea segment is anticipated to reach 3.67 million kg. In
2024, it is anticipated that the tea market will experience a volume rise of 2.5%.
In the tea segment, the average volume per person is anticipated to reach 0.03 kg in 2023.

3.4.3 Table On Target Market Population

Fruitle Tea Target Population

Year Total Population Target Market Target Market

Population (Male Percentage
and Female Aged
18-40 years old)

2025 676,229 318,560 47.10%

2023 659,623 312,364 47.35%

2020 634,254 303,075 47.78%

The table above shows the total population of Pasig City from 2020 to 2025 based on the
Philippine Statistics Authority. It also contains the percentage of the company's target market
population from the total population of Pasig City.

3.4.4. Table On Annual Disposable Income Of Population Of Identified Age-bracket

Annual Regular Income of Pasig City

References:

Fiscal Year Annual regular Income

2009 4,054,402,906.26

2010 4,241,701,348.29

2011 5,420,205,135.48

2012 5,329,622,232.65

2013 5,966,132,489.64

2014 6,829,300,311.36

2015 7,786,677,990.76

2016 8,271,391,806.83

This table shows the average gross income in the year 2009-2016 of Pasig City. It shows
that every year every person in Pasig increases its Annual Salary. To help themselves to provide
for their needs.

3.4.5. Table on Sales in Volume

Sales of Tea in the Philippines

Year Retail Volume Retail Volume

Tea at Home Tea out of Home
(In kilograms) (In kilograms)

2025 3,540,000.00 130,000.00

2023 3,360,000.00 120,000.00

2021 3,120,000.00 100,000.00

2019 2,980,000.00 100,000.00

2017 2,770,000.00 90,000.00

2015 2,600,000.00 70,000.00

References:

The table above shows the Retail Volume of Tea (in kilograms) in the Philippines from
2015 up until the forecasted year which is 2025. It shows that the sales will increase annually
especially in 2019 to 2022 because the pandemic placed a major focus on the benefits of
frequent Tea and consumers will continue to maintain high standards when it comes to Tea.

3.4.6. Table on Demand Based on Per Capita Consumption

Demand Based on Per Capita Consumption

Year Per Capita Consumption Per Capita Consumption

(Tea, at Home) (Tea, out of Home)

2025 0.57 0.36

2023 0.55 0.35

2021 0.51 0.29

2019 0.45 0.27

2017 0.42 0.23

2015 0.41 0.22

The table above shows the Retail Volume of Tea in the Philippines from 2015 up
until the forecasted year which is 2025. It shows that the sales will increase annually
especially in 2019 to 2021 because the pandemic placed a major focus on the benefits of
frequent Tea and consumers will continue to maintain high standards when it comes to
Tea.

3.4.7. Table on Historical and Projected Volume

3.4.7.1. Base Data: Population

References:

According to the Philippine Statistic Authority, Pasig City had a population of 505,058
people in May 2000. This was an increase of 33,983 people over the 471,075 people registered
in the 1995 Census of Population (POPCEN). Pasig City's annual population growth rate from
1995 to 2000 was 1.50 percent, which was lower than the rate from 1990 to 1995 (3.22 percent).
If the city's current yearly population growth rate continues, Pasig City's population is predicted
to double in 46 years.

The total number of households climbed to 107,835 from 104,242 in 1995. The average
household size in Census 2000 was 4.67 people, which was higher than the 1995 number of
4.51 people but lower than the national average of five people.

3.4.7.2. Usage Data

Sales Performance of Tea in the Philippines

References:

According to (Statista, n.d.), This graph shows the performance of Tea sales in the
Philippines. It illustrates the percentage of Filipinos who buy tea away from home and the
percentage of Filipinos who buy tea at home. It reveals that from 41.81% in 2015 to 43.67% in
2017 buy Tea at Home. While the percentage of Filipinos who buy tea outside the home was
22.47% in 2015, it increased to 24.57% in 2017. Because of the epidemic, Filipinos purchased a
lot in this business in 2019. Tea consumers keep their high standards in order to avoid
contracting a virus. This Graph shows that a lot of Filipinos will buy at Tea at Home rather than
Tea out of Home.

3.4.7.3. Table on Projected Demand

Year Retail Volume Retail Volume

Tea at Home Tea out of Home
(In kilograms) (In kilograms)

2025 3,540,000.00 130,000.00

References:

2023 3,360,000.00 120,000.00

2021 3,120,000.00 100,000.00

2019 2,980,000.00 100,000.00

2017 2,770,000.00 90,000.00

2015 2,600,000.00 70,000.00

The table above depicts the Retail Volume of Tea (in kilos) in the Philippines from 2015 to
the anticipated year of 2025. It indicates that sales will grow yearly, particularly from 2019 to
2022, because the pandemic has focused attention on the advantages of regular Tea use, and
consumers will continue to have high expectations when it comes to Tea.

4. Target Market

4.1 Description Of Target Market

Fruitle Tea chose to sell our products to the residents of Kapasigan Pasig city. It targets
the Kapasigan residents male or female as this product is a necessity to any type of gender. It
target ages 18 years old to 40 years old

Kapasigan Pasig Population 4,774

Male population 2,387

Female Population 2,387

Age of Targeted Population 18 to 40 years old

Targeted Population 4,774

4.2 Consumer Lifestyles

Consumer Lifestyles of Target Market

References:

Life Priorities Most of the residents of Kapasigan pasig are

18-40 years old. They enjoy trying new
products most especially when it comes to
health foods or products that they really want
to try.

Home Life Because of the benefits of this product they

can try it at home and they don’t need to go
to the store to buy some fruits. This product is
full of benefits and it’s healthy.

Eating Consumers have recently switched from an

on the go lifestyle to safer at home meal
consumption, which has led to more
consumers visiting supermarkets for
ingredients and consumers becoming more
health conscious when it comes to what they
eat and drink.

Work Life Most of the residents of Kapasigan Pasig

wanted to have a job that allows a stronger
work/life balance.

Ethical Life Millennials are open to greater interest in

buying products from purpose-driven brands.

Leisure The residents of Kapasigan used to be

friendly and used the internet to communicate
with friends and family.

Health Overall, the healthcare system in the

Philippines is of a high standard.

Shopping Filipino shoppers have said that they like new

product or emerging products that are
“centered on affordability, health and
sustainability, and convenience as important
considerations “

Technology Filipino consumers are willing to invest in

devices and services that allow them to
connect and craft their own experiences
online.

4.3 Geographic
References:

Fruitle tea chose to target first the residents of Kapasigan pasig. Despite its small Barangay still
maintains living with wealth and good standard among the other products.

Geographic of Target Market

Region Pasig City

City size The Municipality of Pasig lies approximately

12 km. East of Manila, with a total land area
of 3,100 hectares.

Density Kapasigan pasig it’s determined by the 2020

census, was 4,774 . This represented 0.59%
of the total population of pasig

Climate/Season Climate change in the Philippines is having

serious impacts such as increased frequency
and severity of natural disasters, sea level
rise, extreme rainfall, resource shortages,
and environmental degradation.

Age 18-40 years old

Gender female and male of residents of Kapasigan

pasig.

Civil Status Any status may it be single, taken, married

are part of the consumers

Income low-income and high-income

Education Attainments and level from being and/or

having college graduates etc. are part of the
consumers.

4.5 Behavioral

Behavioral Target Market

Purchase Occasion Regular Occasion

References:

Benefits Sought Quality

Service
Economy

User Status Sustainable

Usage rate Regular user

Loyalty Status Medium

Readiness State Aware

Attitude Towards Products Positive

According to Cebudaily (2019), Perhaps because life is harder, Filipino consumers appear to be
developing wiser purchasing habits. They seek out promotions that offer their favorite products
at lower prices and seem to be doing more price comparisons before making any purchases.
The mere act of choosing at the grocery, at the supermarket, boutique, or in the mall are more
than just shopping and buying. For us Filipinos, the power to choose is more than just about
which brand or product to bring home; the choice also reflects how we are answering the call to
be responsible individuals while staying true to our roots.

Consumer Behavior (Home Life) in Philippines

References:

The two tables above show the consumer behavior in the Philippines towards home activities
and leisure activities. It can be seen that a huge percentage of Filipinos buy frozen foods and for
leisure activities. It’s an advantage for new businesses entering the market and creates
awareness to buy the frozen foods. Online shopping has become a trend in the Philippines due
to convenience especially in the present time when the country is in the midst of a pandemic. In
the last 2 years, 80 percent of millennials have shopped online, with 69 percent doing crossing
border buying.

4.6 Psychographic

Filipino consumers behave in a certain manner when it comes to purchasing products in the
market. The top reasons that influence the purchases of Filipino consumers include brand
loyalty, media exposure, and the value of money. Online shopping has also emerged as a new
trend among shoppers. Filipino consumers value brand loyalty, but according to the 2015
Nielsen Global New Product Innovation Survey, Filipinos recently frequently try new products
when shopping for groceries and prefer fresh products. It has become one of the world's
consumers who prefer brands that are developing. In a 2015 survey, 68% of Filipino
respondents said they bought a new product during their last shopping trip. 78% prefer to buy
new products and 77% prefer manufacturers to offer new product options because the brand
name guarantees quality and authenticity. The changing media landscape is also changing the
way consumers receive information about products and services. Television continues to be an
integral part of Filipinos' daily lives, which is why they rely on advertising for product information.
The promotion will also have a significant impact on the product preferences of Filipino
consumers. Respondents to the Nielsen Global Consumer Survey in the Philippines said
commercials increased brand preference because the image they created influenced their
purchasing decisions for these products (78%). Filipinos are often lured by product promos and
affordable prices. 40% of the Filipino respondents in a study conducted by Waggener Edstrom
Communications Ltd. (WECL) said that they are very likely to follow a brand on social media for
the discounts and promotions offered.
References:

5. Product Information
References:

5.1 Product Description

Fruitle tea powder has the ability to lower blood pressure, which may be why it could reduce a
person’s risk of dying of a stroke. Fruits are an excellent source of essential vitamins and
minerals, and they are high in fiber. Fruits also provide a wide range of health boosting
antioxidants, including flavonoids Eating a diet high in fruits and vegetables can reduce a
person’s risk of developing heart disease, cancer, inflammation, and diabetes.

Box for the storage or transportation of its

contents. Most boxes have flat, parallel,
rectangular sides. Boxes can be very small
(like a matchbox) or very large (like a
shipping box for furniture), and can be used
for a variety of purposes from functional to
decorative.

Plastics Plastics are a wide range of synthetic or

semi-synthetic materials that use polymers as
a main ingredient. Their plasticity makes it
possible for plastics to be moulded, extruded
or pressed into solid objects of various
shapes.
References:

Scotch Tape Scotch tape is a clear sticky tape that is sold

in rolls and that you use to stick paper or card
together or onto a wall.

5.1.1 N-S-P-P-USP Matrix

Need Teas may boost your immune system, fight off

inflammation, and even ward off cancer and
References:

heart disease. While some brews provide

more health advantages than others, there's
plenty of evidence that regularly drinking tea
can have a lasting impact on your wellness.

situation The drive for innovation is evident, as

consumers increasingly demand natural and
organic ingredients, in diversified blends,
flavors and environments.

Person Consumers that will definitely use the

products are those people who have a
problem with there weight or problem with
their health

Product Description Fruitle tea powder has the ability to lower

blood pressure, which may be why it could
reduce a person’s risk of dying of a stroke.
Fruits are an excellent source of essential
vitamins and minerals, and they are high in
fiber. Fruits are also provide a wide range of
health boosting antioxidants, including
flavonoids Eating a diet high in fruits and
vegetables can reduce a person’s risk of
developing heart disease, cancer,
inflammation, and diabetes.

USP ”A cup of tea is a cup of peace”

5.1.2 B-A-F-F Matrix

Benefits Advantages Features Functions

Our tea can boost Contains antioxidants Cooling Healthy body

your immune system

It can fight off Cancer treatment and Slightly Bitter It makes you feel
inflammation Prevention good

It is good for health Contains less Astringent flavor You can lose weight
and also it can fight caffeine
cancer and heart
disease
References:

Some brews provide Disrupts sleep cycle Grassy notes You will look younger
more health and stronger
advantages than
others, there's plenty
of evidence that
regularly drinking tea
can have a lasting
impact on your
wellness.

5.1.3 Rendered Actual Product Sketches

Paper Sachet Packet

References:

Front design
References:

Back Design

Paper box container

Front
References:

Back
References:

Rendered actual product sketch Front and back design of Paper box container
References:

5.1.4 Actual Product Schematic Design

Length: 9cm
Width: 6cm

Actual Schematic Design of kraft Paper Sachet Packet

References:

5.1.5 Brand Name And Logo

Fruitle Tea “A cup of tsa is a cup of peace”

Company Logo

5.1.6 Packaging
5.1.6.1 Primary Packaging

The primary packaging of Fruitle Tea will be in plastic sachets. Each sachets are labeled with
flavors and brand name and is good for single serving. Other than brand name, the ingredients
or contents, net weight, factory address and expiration date are also included and will be found
at the back of the sachet.
References:

5.1.6.2 Secondary Packaging

Plastic ziplock will be the secondary packaging of Fruitle Tea. Each ziplock contains 12 pieces
of Fruitle Tea sachets varying also on different flavors.

5.6.1.3 Tertiary Packaging

Fruitle Tea tertiary packaging will be a large sized box. Each box contains 30 pieces of Fruitle
Tea plastic ziplock and this type of packaging is good for shipping nationwide or internationally.

5.1.7 Incoterms
References:

Fruitle Tea will export their powder hand wash to any Southeast Asian Country using the Cost
Insurance & Freight (CIF) Incoterms. The fact that CIF is advantageous to both the seller and
the buyer makes it one of the most widely utilized Incoterms in the world. In addition, it is utilized
in every Southeast Asian nation to determine the value of customs. It is a contract between
Fruitle Tea, the seller, and customers from any Southeast Asian nation. In accordance with
these Incoterms, Fruitle Tea will cover all shipping expenses from the Philippine production to
ports in Southeast Asian countries. The remaining costs, such as shipping and transportation
fees, from the port to the destination will then be covered by the foreign buyers (distributors).
After the shipment arrives at Manila port in the Philippines, ownership of the cargo will be
transferred from Fruitle Tea to the buyers. Fruitle Tea will need to arrange an insurance for the
cargo delivery because CIF is very particular about insurance.
5.1.8 Raw Materials

Fruitle Tea

Picture Name Benefits

Ginger Powder Better Digestion. Ginger

helps speed up the digestion
process and empty your
stomach more quickly,
improves Immunity, alleviates
PMS symptoms, relieves
nausea and upset stomach,
may help with cancer,
reduces pain, healthier skin,
and helps with weight loss.

Orange Powder It helps to lighten and

brighten the skin naturally, it
aids in cleansing your skin
and fighting acne, it can
hydrate and moisturize your
skin, it helps in toning your
skin, it prevents oxidative
stress on your skin cells and
keeps signs of aging at bay.
References:

Apple Powder Apple juice powder is, of

course, sourced from apple,
and is a light yellow powder
with a variety of minerals and
vitamins. As one of the most
popular fruit powders, it can
protect the body’s health in a
number of ways, with the main
nutrients of apple juice powder
being fructose, glucose,
vitamin A, C and more; after
dissolving in water, it retains
the same sweet and sour taste
as fresh apple juice.

Lemon Powder Lemon powder is a rich

source of Vitamin C and
antioxidants. Vitamin C can
boost your immunity and
protect your body from
chronic disease and harmful
free radicals that cause
cancer, heart disease, and
arthritis. It can also improve
your skin health and slow
down its aging.

Mint Leaves Powder Rich in nutrients, may

improve irritable bowel
syndrome, may help relieve
indigestion, could improve
brain function, may decrease
breastfeeding pain,
subjectively improve cold
symptoms, may mask bad
breath, and are easy to add
to your diet.
References:

Cucumber Powder It is known for its

anti-inflammatory properties
and cucumber has the ability
to tighten your skin. Its
soothing properties make it
an ideal ingredient for treating
redness and irritation of the
skin. Many people use
cucumber powder to address
aging issues and it also
deeply moisturizes skin cells.

Honey Powder Honey Powder has

antibacterial and
anti-inflammatory properties
that will actively defend your
skin against acne and future
breakouts. Honey Powder
contains large amounts of
Vitamins B and C, as well as
essential minerals like:
calcium, iron, zinc,
potassium, phosphorus,
magnesium, and selenium.
References:

6. Marketing Mix

6.1 Product

Marketing Mix Analysis for Product

Quality Ø Fruitle tea powder has the ability to lower blood pressure, which
may be why it could reduce a person’s risk of dying of a stroke.
Fruits are an excellent source of essential vitamins and
minerals, and they are high in fiber. Fruits are also provide a
wide range of health boosting antioxidants, including
flavonoids Eating a diet high in fruits and vegetables can
reduce a person’s risk of developing heart disease, cancer,
inflammation, and diabetes.

Ø From the raw materials and fresh fruits from the farm to your
homes, we pay special attention to every process that leads to
our customers in order to ensure that they receive the best
quality products.

Variety Ø We promote our business as "green purchasing" products as

we care about our environment. We produce products that
have a reduced effect on human health and the environment
by using raw materials that are eco-friendly. We pursue
education and practices that lead us to a more eco-friendly
environment and make responsible decisions about the
lifestyles of people, which help secure the environment and
sustain its natural assets for current and future generations.
References:

Product Strategy Ø The corporation plans to have a product strategy in order to

gain the attention of the target users. Additionally, this would
have a good benefit to promote the product. Listed below are
the product strategies for the next three (3) years:

Ø First year- within the first twelve months of operation we plan to

prioritize sustaining the quality of our product and also
promoting our product to the market.

Ø Second year- In our second year the company intends to add

two more flavors to give consumers variety of options.

Ø Third year- In the third year we aim to encourage more people

to try our product by offering a cheaper alternative to our usual
packaging of ten sachets per box – they will have the
opportunity to avail our product in packs of 3s.

Table 2.21

Marketing Mix Analysis for Product

6.2 Price

Industry price analysis

Competitors Major brand Selling price in Source

Philippine peso

Glutalipo Glutalipo 350 Glutalipo.com

Gorgeous Glow Glowlean 260 Gorgeous glow

ph
References:

JRK Dream Crystal Glow 349 Crystal-glow

Table 2.22

Industry Price Analysis

fruitle Tea Corporation came up with the amount by considering both the product costing and
industry trends in pricing. In comparison, the company offers a more affordable option than its
leading competitors, allowing the consumers to see our product as a better value for their
money, as we also highlight the use of all-organic ingredients, ensuring that quality is not
compromised.

6.3 Place

Pasig City has a rich history and a diverse culture that can be traced back to its precolonial

roots. Over time, it has developed into a thriving hub of commerce and industry, with a

bustling economy that attracts local and foreign investors. Pasig City is known for its modern
lifestyle scene and its many shopping malls, restaurants, and entertainment venues. Pasig City
is a large district with a mix of offices and upscale housing, popular for mall complexes in and
around the Ortigas Center area. Hip eateries serving modern Filipino fare cluster in Kapitolyo
village, and parks like Greenfield District host weekend markets with local food and crafts.
Cultural sites include the Pasig City Museum, exploring local history, and the stone Immaculate
Conception Cathedral.

6.4 Promotion

Digital Marketing

Fruitle Corporation will be creating accounts in different social media platforms to promote its
products as well as connect with existing and potential customers. The top social media
platforms used by Singaporeans are Facebook, Instagram. Through the social media platforms,
Fruitle Tea Corporation will create ads to increase awareness among Pasig City consumers and
create leads to Fruitle Tea Corporation’s website. Call-to-action will be also added in the ads for
potential consumers to take further action. Aside from these social media platforms, Fruitle Tea
Corporation will also launch a website.
References:

7. Projected Sales

Projected Sales

Year Projected Target Market Projected

Demand Share (Retail Sales in
(Retail Volume Value- SRP) Volume (In
in box) Packs)

2023 300,000 250 25

2024 400,000 250 25

2025 500,000 250 25

2026 600,000 250 25

2027 700,000 250 25

References:

https://zhujiworld.com/ph/2662447-pasig-city/
https://www.statista.com/outlook/cmo/hot-drinks/tea/philippines#revenue
https://productnation.co/ph/27730/best-tea-philippines/
https://www.statista.com/outlook/cmo/food/fruits-nuts/fresh-fruits/philippines
https://www.philatlas.com/luzon/ncr/pasig.html
https://www.statista.com/outlook/cmo/hot-drinks/tea/philippines#:~:text=Revenue%20in%20the
%20Tea%20segment,(CAGR%202023%2D2025).
https://cebudailynews.inquirer.net/233606/common-filipino-shopping-behaviors#
https://opentoexport.com/article/capturing-filipino-consumers/