Universidad de Manila

Academic Year 2023-2024

GEN Z-INIGANG

Marc Allen Labado Villanueva

Thesis Adviser: Danilo Marcelo Jr.

A thesis submitted
In partial fulfillment of the requirements for the degree of

Bachelor of Science in Entrepreneurship

Business Description

Sinigang is a traditional Filipino soup or stew with a sour flavor that may be created with a
variety of ingredients. Sinigang has been and will continue to be a popular go-to cuisine for
many Filipinos and tourists since it is the ultimate comfort food that delivers warmth from the
heat and brightness from the sour.

However, The availability of ready-to-eat meals has grown over time. Ready-to-eat foods are the
most ideal alternatives for traditional cooking, especially for students, employees, etc., who don't
have the time to prepare a balanced nutritious meal. They merely need to be cooked for a few
minutes before serving. Consumers may benefit from ready-to-use or ready-to-cook goods. They
can be used as a staple food in rural areas where there is no access to clean water or power for
food preparation.

That is why this business concept, The Gen Z-inigang, an Instant sinigang meal, was created
with the Mission of satisfying consumers' tummies with the authentic taste of sinigang in just a
few minutes and the Vision of reaching other people in other countries, particularly Filipinos
working abroad, who wanted to taste and have some Sinigang.

Methodology:

The Sinigang rice is a Filipino inspired dish that gives a new but classic taste to our beloved
customers. Our Instant Sinigang Rice is a thoughtfully crafted meal solution that combines the
comforting taste of sinigang with the convenience of instant preparation. Packed in a
microwavable-container, this product is designed to fit seamlessly into your busy lifestyle,
providing a delicious and satisfying meal in just a matter of minutes.

One of the numerous reasons for the creation of this Idea is the ongoing increase of instant meals
and people's constant search for alternatives and more efficient ways in everything. As a result of
this, I have decided to join the trend and turn one of the most popular Filipino dishes into a quick
but nutritious meal that everyone can enjoy in an instant.

The Method used is data gathering through survey. In order to choose and develop this concept
for this Business's success and to assure that consumers would truly enjoy it, the following ten
(10) questions are raised:
Survey Questions:
1. What is your Go-To Filipino Cuisine?
2. What is the first thing that comes to your mind about Filipino Cuisines?
3. Have you tried Sinigang before?
4. Do you have a busy lifestyle?
5. How often do you eat Filipino cuisine?
6. Do you prepare/cook your own food?
7. How often do you prepare/cook your own food?
8. How important is convenience in your dining choices?
9. What are your thoughts about Instant Meals?
10. What price range are you willing to pay for an Instant Sinigang Meal/Rice?

Inclusion (Mga laman nung Meal)

1. Self- heating Hotpot

2. Microwavable Container
3. Self-heating pad (Food Warmer)
4. Water (Pre-Measured)
5. Rice
6. Vegetables (Freeze dried)
7. Meats (Pork or Beef - Freeze dried)
8. Sinigang Soup (Powderized)
9. Spork (Spoon and Fork)

Procedure ( cooking )
1. Separate everything and set aside all the ingredients, including the microwavable
container
2. Place the Self heating pad inside the Hotpot together with the pre measured water and
wait for it to boil;
3. Place the rice inside the container and pour enough water??????
4. Together with the rice, isama lahat ng natitirang ingredients
5. Cover na yung Container (Hotpot) for 5-10 minutes tapos wait maluto
Market and Industry Analysis

Target Customers:

Instant Sinigang Rice caters to a diverse range of individuals facing challenges in

maintaining healthy eating habits due to busy lifestyles. This includes busy professionals and
employees, such as those with demanding jobs and hectic schedules, who find it difficult to eat on
time during limited breaks. The service also targets students managing busy academic schedules
and health-conscious individuals striving to balance their diet with their hectic routines.
Our Target Customers and Reason why they are part of it are listed below:

Students: Students, especially those who are in College and in the “On the Job Training, usually
do not have the time to eat proper meals because of their busy schedules. But since some kids or
students prefer to consume ready made foods since they don't know how to cook and some are
still quite young, this product would be ideal for them. They will be able to try our Instant
Sinigang rice due to its reasonably priced and extremely practical process.

Professionals: Professionals such as those in Medical Fields and Company Owners may not
consume enough healthy foods because to a lack of time to prepare meals, a lack of access to
cooking equipment, or a preference for dining out. Additionally, due to their busy schedules,
some professionals may find it more convenient or fun to purchase quick and ready-made
meals.With our product they will be able to satisfy their Filipino food cravings just in an instant.

Company Employees: Company Employees such as those who work more than 8 hours a day or
those work during night shifts are also those people that do not have enough time to prepare a
hearty meal because of their busy lifestyle. Our product would be a perfect fit for them. With its
affordability and very quick easy procedures, their longing for authentic sinigang rice meal will
be solved by our only Instant Sinigang Rice.

Filipino Overseas Worker: Filipino overseas workers typically have limited access to such
Filipino establishments because such stores may be unavailable in other countries. The
explanation for this company's desire to expand into other nations is to reach out to other
Filipinos living outside of the Philippines and give them a taste of the cuisines or Filipino foods
they have been missing out on.

Tourist : International tourists typically do not know how to properly cook cuisines other than
their own, but their desire to experience other famous foods from other nations is at the top of
their lists whenever they visit and go to other places. This is one of the key reasons why our
Instant Sinigang Meal has been thought to be developed, so that they may experience the real
flavor of our own delicacies without needing to know how they were usually prepared.

SWOT Analysis (Strength, Weaknesses, Opportunities, Threats)

Strengths:

Mission &Vision:

Mission : satisfying consumers' tummies with the authentic taste of sinigang in just a few minutes
Vision: reaching other people in other countries, particularly Filipinos working abroad, who
wanted to taste and have some Sinigang.

Our product aims to reach every person not just locally but also globally. Making it part of the
people's cravings. Just like the famous instant ramen from Japan, our Instant Sinigang Rice aims
to be globally loved by the people making it to their top go to meals whenever they crave for it.

Pricing
Our product has a reasonable price. That would outclass and beat all its competitors because the
competitors do not have a reasonable price for their product which we do have and that is why it
makes them weak against us.

Weaknesses:

Opportunities:

Job: To give enough and growing opportunities and Jobs to those in needs

Country’s Identity: Our vision is to grow our business and to be able to reach other nations,
with this, our

Threats:

Competitors:

1. Quick-Service or Takeout Establishments:

Examples: Local eateries, food stalls, or establishments offering quick-service options.
Reason: Businesses providing fast and convenient meal options may attract a similar customer
base looking for on-the-go dining.

2. Convenience Stores and Ready-to-Eat Sections:

Examples: Local convenience stores or supermarkets with ready-to-eat sections.
Reason: Places offering pre-prepared meals or quick bites may compete for customers seeking
convenient dining options.
Marketing Plan

Gen Z-inigang will provide customers a quick-to-prepare yet authentic and healthy Sinigang
meal to those busy individuals who do not have the time to cook a good and hearty meal .
However, instant meal business involves understanding the target market, defining unique selling
points, and developing strategies to promote the product effectively.

Here's our marketing plan for :

Market Trends:

Unique Selling Proposition (USP):

In contrast to competitors, our Sinigang instant meal boasts distinct flavors, natural
ingredients, a short preparation time, safe preparation techniques, and cultural authenticity. Also,
when compared to other instant meals manufactured in the Philippines, we can confidently state
that all of the materials and Ingredients used in the product were totally and entirely safe.
Additionally, items like the spork, containers, and pads are environmentally friendly. Food or
ingredients that have been freeze dried, such as vegetables and meats, are likewise believed to be
safe and have gone through safe methods.

Marketing Objectives:
1. Reach other nations
2. Provide a nutritious and hearty meal
3. Make the product and business famous
4. Increase client base by 20% within the next consecutive year
5. achieve a 15% growth in revenue

Marketing Strategy and Tactics ( Promotional Strategies)

a. Online Marketing:
- Utilize social media platforms to create awareness.
- Share engaging content, such as recipe ideas, cooking tips, and customer testimonials.

b. Influencer Marketing:
 - Partner with food influencers or bloggers to review and promote our Sinigang instant
meal.

c. Advertisement
- utilizing Billboard advertisment for effective building of brand awareness.
-To broadcast the business (or product or campaign) to as many people as possible.

d. Content Marketing:
- Create valuable content (blog posts, whitepapers, case studies) to establish authority.
- Develop a content calendar for regular updates.

e. Sampling Programs:
- Offer product samples at grocery stores, food festivals, or local events to encourage
trial.

f. Networking and Partnerships:

- Attend industry events and network with potential clients.

- Explore partnerships with complementary businesses.

g. Loyalty Programs:
- Implement loyalty programs to encourage repeat purchases.

h. Collecting Feedbacks
-Encourage customer reviews and feedback to understand their preferences and improve
the product accordingly.