INTRODUCTION

Description of the Industry

Food industry denotes a complex global industry that clusters many small-to-large-scale
industries or businesses that are related with food item production, processing, supply and
distribution. It is a complex network of farmers and diverse businesses that together
supply much of the food consumed by the world population in which this industry covers
all aspects of food production and sale. And condiments belong to the food industry
wherein according to Lambart, people used condiments to enhance foods since ancient
times. The first condiment was salt which has always been used both as a preservative
and to enhance the flavor of food. The term condiment originally meant seasoned,
pickled, or preserved foods in Latin. Today, the word is broadly applied to a variety of
foods, including spices, herbs, sauces, seasonings, flavorings, colorings and even
beverages such as tea, coffee, and alcoholic drinks. A narrower definition is that a
condiment is a substance added to other foods for the purpose of giving a strong flavor or
relish. The condiments usually appear on the table and are intended for individual use by
the diner.

Spices are anticipated to hold a significant market share in the condiments market given
their rising use in the food industry. The growing demand for authentic food around the
world is one of the major factors affecting the use of spices. The availability of a wide
variety of flavor enhancer sauces has considerably boosted the condiments market for
sauces due to technological improvements in the food business. The market for
condiments was dominated by bottle packaging. The widespread usage of wet and ready-
to-use sauces in Western like Germany, the United Kingdom, and France can be
attributed to this dominance. Nonetheless, the condiments market revenue also grew at
the fastest rate for pouches and sachets. It is anticipated that the availability of healthy
options, such as foods devoid of fat and cholesterol will increase demand for the product
(Market Research Future,2023).

Condiments serve wide applications and can be used in the preparation of a number of
cuisines and food products such as bakery products, dairy products, confectionaries,
desserts, and others. It also constitutes a ubiquitous presence on diner tables the world
over. Not only do condiments enhance the taste/flavor of a dish, but they may also be
used to add some colour/textural interest to whatever is being consumed (Yasas, 2021).

Description of the Proposed Business

Soy sauce has been used for thousands of years, and as many people in the world,
especially in Asia, will tell you that Soy Sauce is a great way of making an ordinary dish
truly delicious.

GaKasarap Powdered Soy Condiments is a powdered condiment used in cooking which

comes originally from liquid soy sauce (soya sauce). The Soy Sauce will be dehydrated to
become powdered and the company will be offering three varieties of flavors which are:
powdered original soy, powdered ToyoMansi, and powdered SpicyToyo. This powdered
condiment is good for on-the-go trips as it is convenient to bring in every recreational
activity like camping, hiking, and many more activities. Moreover, the company targets
to offer the product to every Households, Fast Foods, Snack House, Food Carts, Transient
Houses, Hotels, Campers, and Travelers, as it will be less hassle for them to bring and use
powder condiment compared to liquid. These powdered soy condiments can be used
when cooking meals that have soy ingredients, and it can be also used as sauce for snacks
such as for siomai, dumplings and many more. The manufacturing process will be around
Baguio for easy access to ingredients. The company aims to produce and provide a
product that is unique and useful to consumers.

GaKasarap company will bring out the best in their products for their loving customers.
The company will make sure to have always added value to every customer by striving
for the best products with highest quality.

Vision

“To be a celebrated leader in the culinary world, renowned for our innovative powdered
soy condiments that elevate every meal and inspire culinary delight."
Mission

"At GaKasarap, we strive to provide premium powdered soy condiments that enhance
culinary experiences through quality, convenience, and versatility."

Objectives

● Product Excellence: Ensure consistent, high-quality powdered soy condiments

that delight our customers with every use.
● Market Expansion: Establish a strong market presence by reaching diverse
customer segments, including households, restaurants, hotels, and outdoor
enthusiasts.
● Sustainability: Implement eco-friendly practices throughout our production and
packaging processes, promoting environmental responsibility.
● Customer Satisfaction: Prioritize exceptional customer service, gather and
respond to feedback, and build lasting customer relationships through our
products and services.

Business Logo

Figure 1. GakaSarap Business Logo

GaKasarap is a word which means Ganyan Kasarap which describes the company’s
appetizing product. The two condiments represent the own product of the company
which is Soy Condiment, the red condiment is the SpicyToyo and the light brown
represents the original soy sauce as these are the flavors offered by GaKasarap company.
The bowl represents the foods that are conserved by humans that use soy to add flavors
and the color of the bowl is red as it is associated with excitement, energy, power,
fearlessness, and passion. In Gakasarap company, red can be a color to call to action to
empower customers to buy the company’s product as it exudes a sense of urgency and it
captures attention to every customer. The letter S shows how appetizing the product is.
The gray as the color of the background symbolizes stability as it gives start-up
companies an impression of professionalism and credibility.
Market Feasibility
Study
Market Feasibility Study

This chapter provides a deep dive into the proposed business, starting with its size, scope,
and market context, while also examining industry trends and life-cycle stages. It
conducts SWOT and competition analysis, outlines strategies for competitiveness,
explores market potential and strategies, and concludes with a detailed demand and sales
projection analysis.

Industry Description

GaKasarap is an emerging business that strives to target businesses under the hospitality
industry specifically, the food and beverage sector including kiosk businesses, private
residences, and even travelers wherein their products will be beneficial. The proposed
business specializes in the production and distribution of powdered condiments,
particularly powdered soy sauce and powdered spicy soy sauce with a sustainable
packaging that can be recycled, reused, and refilled. The tag is also sustainable, in which
the paper can be planted to prevent more waste. These powdered condiments are intended
to be a timelier and more versatile substitute for traditional liquid condiments. The
business works in the food service industry, offering consumers innovative and simple-to-
use seasoning options. GaKasarap strives to convince consumers to switch to powdered
condiments, which is healthier than the usual liquid condiments.

As of now, GaKasarap is limited in offering three products which are the powdered soy
sauce, powdered spicy soy sauce and powdered toyomansi. These condiments are created
by dehydrating and processing traditional liquid soy sauce, infusing it with healthy
spices, and reducing it to a fine powder form. The powdered condiments come in
convenient containers that are ideal for home cooking, restaurants, and food
manufacturers. When compared to liquid condiments, they have a longer shelf life, are
easier to transport, and have less spillage. These powdered condiments can be used for
adding flavor and seasonings to a dish, soups, marinades, meat and poultry rubs,
dressings, and sauces. GaKasarap condiments can also be offered in kiosk businesses
where the product is usable.
The powdered condiments industry is in the emerging stage of its life cycle. While
traditional liquid condiments have dominated the market for many years, there is a
growing demand for seasoning options that are more convenient, portable, and
customizable. Powdered condiments are gaining popularity as consumer preferences shift
toward healthier and more practical options. The market is marked by innovation, with
room for expansion and diversification.

The powdered condiments market is distinguished by its versatility and broad appeal.
GaKasarap's products are aimed at a variety of market segments, including:

● Home Cooks: Powdered condiments are ideal for home cooks who want to add
flavor to their dishes without the mess of liquid sauces.
● Restaurants and Foodservice Industry: Powdered condiments' ease of handling,
portion control, and extended shelf life can benefit restaurants.
● Food Manufacturers: Powdered condiments can be incorporated into food
products such as snack seasonings, marinades, and ready-to-eat meals.
● Specialty and Health-conscious Markets: GaKasarap caters to health-conscious
consumers by offering specialized products such as low-sodium and gluten-free
options.

GaKasarap must remain agile, continuously innovate, and adapt to changing consumer
preferences while maintaining product quality and sustainability practices in order to
thrive in this dynamic market. GaKasarap is well-positioned to capitalize on the growing
demand for powdered condiments in the food and culinary industries through strategic
marketing, partnerships, and product development.

Industry CompetitivenessIn the vast culinary landscape, the emergence of powdered

soy condiments represents a confluence of diverse global trends, each shaping the
industry's competitive dynamics. GaKasarap basically operates at the heart of the industry
that is currently on rising demand. Modern households, ever-conscious about health and
nutrition, are gravitating towards plant-based alternatives, and powdered soy condiments
find themselves well-placed to cater to this shift. Their long shelf-life and convenience in
adding a burst of flavor to dishes further fuel their appeal.
Talking about competitive advantage, the dominance of the proposed business focuses
mainly on both stability and challenge. Buyers, especially large retailers and foodservice
providers, hold considerable bargaining power. In such a setting, brand differentiation
and the ability to promise consistent quality become invaluable for manufacturers. Yet,
the industry is not without its challenges. The ever-present shadow of substitutes, from
traditional liquid soy sauces to other flavor enhancers, keeps the market players on their
toes.

GaKasarap Business thrives on its ability to adapt to change while catering to the
evolving tastes and preferences of consumers. This culinary adventure is marked by
competition, innovation, and an unwavering commitment to flavor excellence. As the
industry continues to evolve, the business will master its product that will surely savor
the sweet taste of success in the future.

Industry Analysis

The powdered condiments industry is experiencing ongoing growth and transformation as

a result of changing consumer preferences and rising demand for convenience, flavor
variety, and healthier food options. GaKasarap, which specializes in powdered soy sauce,
powdered spicy soy sauce, and toyomansi, is well-positioned to thrive in this changing
environment. Several important factors contribute to the industry's attractiveness.

SWOT ANALYSIS

Strengths Weaknesses

1. Innovative product offerings 1. Need for consumer education on the

(powdered soy sauce and spicy soy benefits and usage of powdered
sauce) condiments
2. Ability to cater to health-conscious 2. Competition from both established and
consumers emerging brands in the industry.
 Opportunities Threats
1. Potential for diversification into other 1. Evolving regulatory landscape in the
powdered condiment variations.
(Opportunity) food industry.
2. Sustainable sourcing and packaging 2. Vulnerability to supply chain
practices disruptions.
3. Increasing consumer demand for
convenient and customizable food
products

Table 1: SWOT ANALYSIS

Strengths:

1. Innovative product offerings (powdered soy sauce and spicy soy sauce)
The innovation of GaKasarap allows them to adapt to changing market conditions and
customer preferences. Through this, the consumers will be curious and will be
convinced to buy the product to try it. Innovative products can also attract new
customers and retain existing ones. Also, with innovation, the business brand’s
identity can be strengthened.

2. Ability to cater to health-conscious consumers

GaKasarap Condiments have the ability to meet the preference and demands of
individuals who prioritize their health and well-being in their purchasing decisions,
because the powdered condiments contain healthy and natural ingredients. If this
customer needs was met then it can lead to the increase of customer satisfaction that
can result in gaining more regular and loyal customers because the business shows
that they care for their customers as well.
Weaknesses:

1. Need for consumer education on the benefits and usage of powdered condiments
Some people may not be familiar with the ingredients, concept, and potential
applications of the product. They might compare and contrast the liquid condiments
from the powdered condiments since liquid condiments are more popular than the
powdered condiments in the Philippines.

Counter Plan: Make and put a label and instructions on how to use the product
including the proper storage on its packaging so that consumers will be informed.
Since GoKasarap is an E-commerce business, they can add information when they are
promoting online on how to use the product.

2. Competition from both established and emerging brands in the industry

There are several well-known brands and items on the market of powdered
condiments, not just locally but also internationally, making it potentially
competitive. GoKasarap might have difficulties to stand out and increase market
share especially since they are still a small emerging business.

Counter Plan: GoKasarap must conduct market research, invest in product

development, and focus on the quality of their product. They should also differentiate
their products from their competitors, identify what they should add to make their
product unique, more innovative, and more usable than their competitors. Highlight
unique features, superior quality, and better customer service can help the business to
be competitive. Continuous innovation of products is also one way to compete. In
addition, choosing niche markets that competitors may overlook may be a way
because serving smaller specialized markets can be a competitive advantage.
Moreover, establishing a strong online presence through websites, pages, and other
social media platforms may help the business to compete with bigger competitors in
the digital market and reach a global audience.
Opportunities:

1. Potential for diversification into other powdered condiment variations.

(Opportunity)
If the business already has its own brand and identity and the products are already
recognized there is a big chance that the business will offer more varieties of flavors
to introduce. This will lead to a wider customer base because different condiments
suit various tastes and cuisines. This opportunity can also lead to the business in
building their credibility and to be known for their expertise in both hospitality and
condiment industry and it may also result in having their own retailers and
distributors. Diversifying a product can also be an opportunity for cross-promotion
such as promotions, bundles, discounts and many more.

2. Sustainable sourcing and packaging practices

Practicing sustainable sourcing and packaging practices can lead the business to long
term-success and growth. Sustainable practices set the business apart from the
competitors especially nowadays most of the consumers seek eco-friendly and
socially responsible products. It also builds trust and loyalty among customers
because when consumers see that the business is taking steps to reduce its
environmental impact then they are more likely to choose to support that business
over those big competitors. Sustainable packaging and sourcing methods can provide
access to new markets. Many governmental organizations, businesses, and merchants
demand or prefer sustainable goods and vendors, opening up prospects for business
growth.

3. Increasing consumer demand for convenient and customizable food products

Convenient and customizable food products can save time and effort especially to
busy people who prefer to takeout foods. It also makes the life of travelers and
campers easier because the product is carryable without worrying about spillage.
People nowadays, appreciate customizable and convenient food products to show
some support to the business. Additionally, this will help the business to attract loyal
 customers and can promote the business by spreading good feedback through their
social media accounts and that can lead to gaining a lot of possible new customers.

Threats:

1. Evolving regulatory landscape in the food industry

For regulators worldwide, food safety is still the first priority. To prevent foodborne
illnesses, strict laws are in place, with an emphasis on preventing contamination,
putting traceability mechanisms in place, and keeping an eye on supply chains.
However, adapting to new regulations often requires significant investments in
equipment, process, training, and documentation and these compliance costs can
strain the financial resources of the business. Navigating a maze of rules, permits, and
reporting requirements may be necessary for compliance. Moreover, the changes in
nutrition and labeling requirements may necessitate reformulation of food products,
which can be costly and time-consuming. Also,reformulated products may also
require consumer acceptance and may impact the taste and quality of the product.

Counter Plan: GaKasarap must stay informed to keep up with the changing
regulations, interact with regulatory bodies, invest in compliance procedures, and
create plans to quickly adapt to the changing requirements. Collaboration with
industry associations and trade groups can also help advocate for policies that balance
consumer protection with the needs of businesses.

2. Vulnerability to supply chain disruptions

Disruptions in the supply chain can lead to delays in production which can result in
missed deadlines, unfulfilled customer orders, product quality issues, late deliveries,
and revenue loss. If the production is delayed, the customers might cancel their orders
and will seek alternative suppliers and that can lead to losing regular customers
especially if they were dissatisfied. The business’ reputation might be harmed due to
negative feedback from the consumers. And worse, the damage can be long-lasting
and challenging to fix.
 Counter Plan: GaKasarap must not rely heavily on a single supplier or source, the
business must always have alternative suppliers and plans. They should proactively
assess their supply chain vulnerabilities so that the business will address potential
risks before they disrupt operations. Upon understanding where the vulnerabilities
exist, the business may implement risk mitigation techniques, create backup plans,
and diversify its supply sources to lessen the impact of disruptions. Another way is to
invest in supply chain visibility and transparency technologies, and continuously
monitor and adapt to changing market conditions and risks.

MARKET POTENTIAL & STRATEGIES

Target Market

GaKasarap intends to serve both consumer and business markets. This includes private
residences, restaurants, and fast-food chains.

Figure 2: Target Market

Private Residences

A common and practical approach for the business is to target households as a market.
Households are a large and diverse consumer base. Condiments are used in nearly every
household's daily cooking and meal preparation, creating a sizable market opportunity.
Individuals and families consume condiments on a regular basis, ensuring consistent
demand throughout the year. They are household staples, which means repeat purchases.
Condiments make meal preparation easier by enhancing flavor and reducing cooking
time.

Restaurants

Restaurants that are large or small. Restaurants have consistent and large condiment
demands. Restaurants, particularly those with high customer traffic, use condiments on a
regular and large scale. This provides a consistent and reliable demand for condiment
products, assisting the business in maintaining a consistent revenue stream. Restaurants
frequently require tailored condiment solutions to complement their unique menu
offerings and culinary styles. As a condiment supplier, we can provide customized
products or flavors to gain a competitive advantage in the restaurant market. Restaurants
are more likely to try new condiments and flavors in order to keep their menus fresh and
in line with culinary trends. The company can provide innovative and seasonal products
that will appeal to restaurants looking to stand out.

Fast Food Chains

Fast food restaurants serve a large number of customers every day, resulting in a steady
and substantial demand for condiments. This volume can provide a consistent revenue
stream for the business. Customized condiments may be required by fast food restaurants
to match their specific menu items or signature flavors.

Camper and Travelers

Powdered condiments can be extremely useful for travelers and campers. These products
provide consumers with a lightweight and portable alternative for flavoring their on-the-
go meals, increasing the flavor of their campfire dishes or travel-cooked dinners. They no
longer need to carry large bottles or worry about spills on their trips with these powdered
condiments. In addition, the long-lasting shelf life ensures that these condiments retain
their flavor throughout their voyages, making them an essential addition to any traveler's
or camper's food supplies.
The Competitors

Competitor Address Strengths

Mama Sita’s Holding San Juan, Metro ● Leader in distributing

Company Inc. Manila, Philippine heritage cooking
Philippines products to international
markets
● Mama Sita's products are
available abroad such as in
supermarket shelves in North
America, Canada, Australia,
New Zealand, and European
countries. They also
distribute in Hong Kong,
Singapore, Thailand,
Malaysia, Japan, Korea,
India and Pakistan. The
Middle East is the biggest
market with the Kingdom of
Saudi Arabia, the United
Arab Emirates, Kuwait, and
Qatar as major consumers.

Knorr Heilbronn, ● Broad product mix.

Germany Economies of scale. Strong
 presence in the global
consumer goods market.
● Knorr's significant research
and development skills
enable the brand to
continually innovate and
create new flavors and
products that cater to varied
culinary preferences. This
dedication to product
development has helped
Knorr maintain its reputation
for providing high-quality,
tasty culinary solutions.

Ajinomoto Philippines Makati City, ● Ajinomoto is a worldwide

Corporation Metro Manila famous company that has a
long history of producing
high-quality culinary goods
such as MSG and powdered
seasonings. Its considerable
brand awareness can be a key
benefit in gaining consumer
trust.
● Ajinomoto offers a
comprehensive assortment of
powdered condiments and
seasonings, catering to a
wide range of Filipino tastes
and cooking preferences.
Because of their large
 product line, they are able to
address the needs of a diverse
consumer base.

Table 2: Competitors

Competitors

Mama Sita’s Holding Company Inc.

Mama Sita's Holding Company Inc. is a well-known Philippine heritage cuisine company
established in the Philippines. It specializes in the manufacture and distribution of
traditional Filipino cooking goods such as sauces, marinades, and spice mixes. The
company is renowned for its dedication to maintaining and promoting the Philippines'
unique culinary traditions on a global scale.

Strength

● Leader in distributing Philippine heritage cooking products to international

markets
● Mama Sita's products are available abroad such as in supermarket shelves in
North America, Canada, Australia, New Zealand, and European countries. They
also distribute in Hong Kong, Singapore, Thailand, Malaysia, Japan, Korea, India
and Pakistan. The Middle East is the biggest market with the Kingdom of Saudi
Arabia, the United Arab Emirates, Kuwait, and Qatar as major consumers.
Counterplan

● The business will focus on innovation and market uniqueness. Create one-of-a-
kind and authentic powdered condiment blends that highlight the rich flavors of
Philippine cuisine. Collaborate with Filipino chefs and influencers to increase
reputation and visibility. Target specific markets strategically, stressing
convenience, authenticity, and premium quality to progressively expand and
compete in international markets.
● The business will concentrate on specific markets with high demand and low
 competition. The company will begin by targeting Filipino communities in other
countries where powdered condiments might meet their particular preferences and
needs. To enhance distribution, the business will also seek partnerships with local
Filipino retailers and online platforms. Furthermore, the business will invest in
internet marketing and social media to raise awareness and engage with the
Filipino abroad.

Knorr

Knorr is a well-known multinational food brand recognized for its wide range of soups,
sauces, and seasonings. It is known for its commitment to offering outstanding flavor and
quality while also giving convenient solutions for improving home-cooked meals. Knorr
has evolved into a trustworthy source of culinary inspiration in households all around the
world over the course of more than a century.

Strength

● Broad product mix. Economies of scale. Strong presence in the global consumer
goods market.
● Knorr's significant research and development skills enable the brand to
continually innovate and create new flavors and products that cater to varied
culinary preferences. This dedication to product development has helped Knorr
maintain its reputation for providing high-quality, tasty culinary solutions.
Counterplan

● To counter Knorr's supremacy in the powdered condiments industry, the business

will emphasize specialization within a specific market segment. Create diverse
regional flavors that are suited to particular consumer preferences. Use digital
marketing and social media to build a loyal consumer base and generate buzz
about the business. The business will also work with local culinary experts and
influencers to showcase the product's authenticity and excellent quality.
● This business will compete by leveraging our strong research and development
 capabilities to constantly innovate and introduce new flavors and products that
meet the diverse culinary preferences of our target market. By staying ahead of
the curve and continuously offering unique and exciting options, this business will
position as a leader in the industry and attract a loyal customer base. As for
creating a counterplan against Knorr's research and development skills, we can
focus on highlighting our own strengths and showcase what makes us unique
from other brands.
Ajinomoto Philippines Corporation

Ajinomoto Philippines Corporation is a leading food and seasoning company in the

Philippines. With a rich history spanning over 60 years, they are known for their flagship
product, Ajinomoto Umami Seasoning, which adds delicious taste and enhances the
flavors of various dishes. Committed to providing high-quality products that contribute to
a healthy and balanced diet, Ajinomoto Philippines Corporation continues to innovate and
bring culinary enjoyment to homes across the country.

Strength

● Ajinomoto is a worldwide famous company that has a long history of producing

high-quality culinary goods such as MSG and powdered seasonings. Its
considerable brand awareness can be a key benefit in gaining consumer trust.
● Ajinomoto offers a comprehensive assortment of powdered condiments and
seasonings, catering to a wide range of Filipino tastes and cooking preferences.
Because of their large product line, they are able to address the needs of a diverse
consumer base.
Counterplan

● To counter Ajinomoto's considerable brand awareness and consumer trust, the

business will focus on highlighting the unique selling points of our culinary
products. The business also will emphasize qualities like natural ingredients,
health benefits, or superior taste to differentiate our brand. Additionally, the
business will invest in targeted marketing campaigns to build its own brand
reputation and attract consumers seeking alternatives to Ajinomoto's offerings.
● To counter Ajinomoto's comprehensive assortment of powdered condiments and
 seasonings, the business will focus on offering a curated selection of high-quality,
artisanal seasonings and condiments. By emphasizing unique flavors and locally
sourced ingredients, the business can cater to consumers looking for a more
artisanal and personalized culinary experience. Additionally, the business can be
unique by providing detailed information about the sourcing and production
process of our products, appealing to health-conscious consumers who prioritize
transparency and quality.
Marketing Mix

Product

GaKasarap offers powdered soy condiments, a powdered version of the conventional

liquid soy condiment. The products are typically made from soybeans and include other
ingredients such as salt, sugar, and flavor enhancers. The business offers the following
products as presented below:

Powdered Condiments Product Decryption

Powdered Soy Sauce Dehydrated soy sauce is naturally fermented soy sauce.
Provides a light tan, free flowing powder that is completely
soluble in water. Adds soy sauce's unique combination of
salty and umami flavor with no added moisture. Dehydrated
Soy Sauce is a great substitute for liquid soy sauce, with
only a few shakes! Also used in snacks, poultry, marinades,
or dry seasoning blends.

Powdered ToyoMansi A classic Filipino condiment made of soy sauce (toyo) and
calamansi (mansi). For more flavor, aromatics and spices
such as garlic and ground pepper are added to the basic
mixture. Often used for siomai or as a marinade for chicken,
fish, pork adobo and even beef, that is deliciously tangy.
 Powdered Spicy Toyo A typical soy sauce but enhanced with the flavors of salty
and spicy from the chili and other aromatics. Best powdered
condiment for dry spice mixes and for recipes that needs a
salty taste with a hint of burning flavor.

Table 3: Product List

GaKasarap also offers variations of these products, such as low-sodium options, gluten-
free alternatives, and varying spice levels, to accommodate a wide range of consumer
preferences and dietary needs.

In the Philippines, liquid soy sauce is the most commonly used condiment, while
powdered soy sauce condiments are uncommon. As an alternative to liquid soy
condiments, the business developed powdered soy condiments as a unique selling
proposition. Customers can choose from three flavors of powdered soy sauce: powdered
original soy, powdered ToyoMansi, and powdered spicy Toyo.

Since the business’ one objective is sustainability, the business implements eco-friendly
practices throughout the packaging processes, promoting environmental responsibility.
For the packaging of its products, the business uses sustainable packaging that is ideal for
home cooking, restaurants, and food manufacturers. The business's packaging for
powdered condiments varies in accordance with their size. To start with, for smaller
quantities, the business uses biodegradable corn fiber tea pouches. The tea bag pouches
are made from corn, sugar, and wheat raw materials, these are biodegradable or
compostable, making it an eco-friendly choice for packaging powdered condiments,
especially as consumers become more conscious of environmental sustainability.

According to KeteGroup, tea pouches can help preserve the flavor and aroma of the
powdered condiments by providing a protective barrier against exposure to air and light,
which can lead to flavor degradation. Tea pouches provide a convenient and consistent
way to measure and dispense powdered condiments. Each bag typically contains a
specific amount, making it easier for consumers to control the seasoning quantity and
avoid over-seasoning their dishes. Also, tea bags are designed for easy steeping or
infusion, and this design can be adapted for powdered condiments. Consumers can
simply add the tea bag containing the seasoning to their dish, allowing the flavors to
infuse while cooking. This can be particularly useful for dishes like soups and stews.
Lastly, the business uses tea bags as one of the packaging because it's travel-friendly. Tea
bag packaging is often compact and lightweight, making it a convenient option for
travelers or people who want to take their favorite seasonings with them on the go.

Furthermore, for larger quantities of soy powdered condiments, the business uses glass
seasoning bottles. Glass is a sustainable material because it is recyclable and made from
abundant natural resources (sand, soda ash, and limestone). Glass seasoning bottles are a
good choice for the business to meet these demands because consumers are increasingly
looking for sustainable and eco-friendly packaging options. In addition, glass creates a
better seal, and storing soy condiments in these containers with a seal will increase the
condiment’s longevity and ensure the best flavor for all cooking needs. Glass is a strong
and long-lasting material that offers excellent resistance to external factors such as light,
heat, and moisture. Seasonings, especially those containing spices and herbs, are
susceptible to these elements and can lose flavor and aroma when exposed to them.
Because glass is non-porous, it does not absorb or release odors or flavors. This is
important for seasoning bottles because it helps preserve the quality and freshness of the
seasonings contained within. It also keeps the soy condiments from reacting with the
packaging material, preserving the flavor. Glass is one of the few packaging materials
that can be recycled indefinitely in a closed bottle-to-bottle loop. Once manufactured, a
glass bottle becomes the primary resource required to manufacture new bottles, thereby
conserving resources, energy, and lowering carbon emissions.

Lastly, small plantable paper tags are attached to all of our packaging, which are the glass
seasoning bottle and corn fiber tea pouches. The paper tags are made of a plantable paper
that contains vegetable seeds such as Pechay, Monggo, Tomato, Lettuce, Carrots,
Zucchini, Spinach. Small seeds tend to germinate more quickly than larger ones, which is
advantageous for plantable papers. Faster germination means that the paper will show
signs of growth sooner, making it more appealing to users. The flavors of the condiments
are indicated on the tags, and the business's logo is included. The business developed
these concepts in order to promote biodiversity and sustainability. Plantable paper
contains seeds embedded within it. When these seeds are planted, they can grow into a
variety of plants, vegetables, and fruits such as tomato, pechay, monggo, and many
others. This encourages biodiversity and can help to grow beneficial plants for local
ecosystems and pollinators. Plantable paper tags are used in the business's marketing and
packaging to position itself as environmentally responsible and to appeal to eco-
conscious customers. This can help to improve the brand's reputation and attract
environmentally conscious customers.

Process

Producing powdered soy sauce involves a process that removes moisture from liquid soy
sauce to create a dry, concentrated form while retaining its flavor and characteristics.
Since the business created healthier powdered soy condiments, The business offers three
flavors which are powdered original soy sauce, powdered spicy toyo and toyomansi. Here
is the process for powdered soy:

Ingredients:
Products Measurements Ingredients QTY (Unit) Single Production
Powdered Soy Sauce 10 Cups Soy Sauce 2500 ml 70 Teabags @ 28.3 grams
7.5 Cups All-purpose Flour 625 grams or
10 tbs Baking Soda 170 grams 10 bottles @ 250
Powdered ToyoMansi 10 Cups Soy Sauce 2500 ml 70 Teabags @ 28.3 grams
7.5 Cups All-purpose Flour 625 grams or
10 tbs Baking Soda 170 grams 10 bottles @ 250 ML/botttle
20 tbs Calamansi 20 pcs
Powdered Spicy Toyo 10 Cups Soy Sauce 2500 ml 70 Teabags @ 28.3 grams
7.5 Cups All-purpose Flour 625 grams or
10 tbs Baking Soda 170 grams 10 bottles @ 250 ML/botttle
30 pcs Chili Labuyo 30 pcs
Table 4: Ingredients List

Procedure:
 1. Gather the required ingredients.
2. Ensure that the equipment, such as the hydrator, is cleaned and sanitized.
3. Measure the precise amounts of Datu Puti soy sauce and baking soda needed for
the recipe.
4. In a controlled environment like the hydrator in the production area, mix the
measured ingredients thoroughly. The hydrator can help ensure even distribution
and consistent mixing. T
5. The hydrator's primary function is to add moisture to the mixture and maintain it
at the desired humidity level for a certain period. This step allows the soy sauce
and baking soda to combine effectively while preventing clumping.
6. After hydration, carefully monitor the mixture's moisture content to achieve the
desired consistency.
Drying Process:
7. Once the mixture reaches the desired moisture level, transfer it to a drying
system in the production area.
8. Dry the mixture at a controlled temperature to remove excess moisture and create
a powdered form.
Quality Control:
9. Implement quality control measures during the drying process to ensure the final
product meets the standards. Checking for factors like texture, color, and flavor
is important.
Cooling and Grading:
10. Allow the dried powdered soy condiment to cool to room temperature. After
cooling, grade the product to separate any clumps or uneven particles.
Packaging:
11. Package the powdered soy condiment into the appropriate containers, ensuring
they are sealed to maintain freshness. The packaging materials are food-safe and
properly labeled with essential information, including ingredients, nutritional
facts, and branding.
Quality Assurance and Testing:
 12. Perform final quality checks to ensure that the powdered soy condiment meets all
safety and quality standards.
13. Quality control measures are implemented throughout the production process to
ensure that the final powdered product retains the desired flavor, aroma, color,
and texture of traditional soy sauce. This includes taste testing and chemical
analysis to confirm that it meets quality standards.
Storage and Distribution:
14. Store the packaged condiment in a dry and cool environment to maintain its
quality.

Price

The price of the products is determined by the size and flavor selected by the customer.
GaKasarap developed a competitive pricing strategy that takes into account production
costs, market demand, and the pricing of competitors. In order to attract price-sensitive
customers, the business implements occasional promotions, discounts, or bundle deals.
Furthermore, they use competition-based to avoid losing market share and customers to
competitors because it allows the business to control the competition.

Prices of the products offered by the business is presented hereunder:

Cost per Unit Total Mark-up

Selling
Raw Indirect Direct Cost per
Cost % Price
Materials Materials Labor Unit
Powdered Soy Sauce
Kraft Puoch (14pcs teabags @ 28.3g) 11.89 17.25 4.89 34.03 55.97 164.47% 90.00
Bottle @ 250ml 11.89 17.83 4.89 34.60 65.40 188.98% 100.00
Powdered ToyoMansi
Kraft Puoch (14pcs teabags @ 28.3g) 13.04 17.25 4.89 35.18 59.82 170.04% 95.00
Bottle @ 250ml 12.00 17.83 4.89 34.72 75.28 216.84% 110.00
Powdered Spicy Toyo
Kraft Puoch (14pcs teabags @ 28.3g) 13.62 17.25 4.89 35.75 59.25 165.70% 95.00
Bottle @ 250ml 12.06 17.83 4.89 34.78 75.22 216.30% 110.00

Table 5: Product Pricing (Detailed product costing is presented in Appendix A)

Place

The production of the business will be at Hilltop Street, Baguio City. The production area
is a three-storey building that consists of production, storage, office, and releasing area. It
is close to target markets and can reduce shipping costs and delivery times, allowing for
faster response to customer demands. It also facilitates better market research and
adaptability to local consumer preferences. Also, the area is efficient; it is near the road
which is essential for timely distribution of finished products. These factors impact the
business’ ability to reach customers effectively.

For the distribution process, the business will distribute the product through online
selling. The business created a Facebook account, a tik tok seller account, a shoppe
account, and a Lazada account. When compared to maintaining physical stores or
distribution centers, online distribution often has lower overhead costs. Businesses can
save money on rent, utilities, and staffing, potentially leading to higher profit margins.
Also, online businesses have the ability to scale operations more easily. Without the
constraints of physical space, the company can expand its product offerings, increase
production, and optimize its online stores as demand grows. Customers can shop online
from anywhere in the world, regardless of their physical location. This is especially
beneficial for the businesses since the business sells niche or specialized products.

In addition, the business will distribute its products through brand deals, which are also
known as brand collaborations or partnerships. It is a strategic marketing approach that
can benefit both of the businesses involved in the transaction. It can boost the company's
credibility and trustworthiness. Customers may be more likely to try a product
recommended by a brand they already know and trust. Collaborating with brands from
various industries or regions can assist you in entering new markets and diversifying your
customer base.

Furthermore, the business will distribute its product through contacting the local grocery
stores to provide exposure and access to a broad customer base. The business will
cultivate strong relationships with the store owners and store managers while maintaining
a positive working relationship to lead to long-term partnerships and additional
opportunities.

People

The elements of the proposed business when it comes to people are its internal customers
and external customers. The external customers are the business target that includes
private residences, restaurateurs, travelers, and campers. On the other hand, internal
customers are the employees working in the business. Acquiring for the qualified, capable
and deserving employees will be done through various ways. The specification for the
employees varies from job to job. But for the qualification, one must have a knowledge
about the product and services, well manage customer relationship, training and
experience on a particular job. Passion, honesty and dedication in doing the job are also
an important character that the employee of GaKsarap must possess.

Promotion

The proposed business will be introduced to the market through marketing strategies such
as:

Social Media/Internet

Social media platforms have billions of active users worldwide. This includes facebook,
instagram, twitter, and tiktok. The business will create accounts on various social media
platforms and post information about the product that will entice customers to purchase
it. This extensive and varied audience enables the business to reach a broad range of
potential customers, including demographics that may be difficult to target with
conventional advertising.

Social Influencers

Collaborate with local social influencers like Russel An, Kia, and Meldhen. Social
influencers often have dedicated and engaged followings because they are perceived as
authentic and relatable. Their recommendations carry weight because they are seen as
credible voices in their respective niches.

Printed Marketing Materials

Printed materials, such as brochures, business cards, flyers, and posters, will be
disseminated. This can leave a lasting impression and increase brand recall. Handing out
printed materials in person allows for personal interaction and relationship building,
which can be more difficult to achieve via digital channels alone.

Word of Mouth

Positive word of mouth can amplify the reach of your marketing efforts. The business
will likely recommend and endorse the product to friends, family members, or peers who
are among the most trusted sources of information. People tend to trust the opinions and
experiences of those they know personally.

MONTHLY PROMOTIONS

MONTH PROMOTION

January New Year and Anniversary Promo

- Raffles

February Valentine's Day Promotion (February 14)

- Buy one take one gift package with two different flavored
condiments.
Session In Bloom
- Join Panagbenga Festival’s Session in bloom to introduce the
product to the community and tourists.

March Participate to festivals

- Join the strawberry festivals bazaar, rent a stall to showcase
and introduce the products to the community. This will also
help for the exposure of the business especially that the
festival’s bazaar lasts up for one month.

April Earth Day Contest (April 22-23)

- Run a social media contest with an Earth Day theme where
 customers can post their creative ways to use the product to
cut down on food waste or suggestions for sustainable
cooking. Winners will be given prizes as an award.

May Mother’s Day Special (May 12-13)

- Mom’s flavorful Escape gift package with inclusions of the
three condiments, recipe cards where they can use the
products, and a Mother’s day card to express gratitude and
love.

June Father’s Day Special (June 16-17)

- Create a promotion featuring gift sets that include the
powdered condiments plus grilling accessories for Dads who
love to grill.

July Local Farmers’ Market Collaborations

- Partner with local farmers’ markets or food festivals to
showcase the product. Attends related events, provides
samples, and offers discounts to market goers.

August Flavor Fusion Promotion

- High point the versatility of the products by showcasing how
it pairs perfectly with spring vegetables and dishes. This
promotion includes a powdered soy sauce and a selection of
fresh spring-inspired recipes.

September Outdoor Dining Bundle (September 18-20)

- Encourage customers to enjoy meals in nature by creating a
special bundle that includes powdered condiments, outdoor
dining essentials such as picnic blankets and a recipe booklet
to regular customers who have purchased the products ten
times. (Provide loyalty cards).

October Halloween-themed packaging

- Offer limited-edition halloween-themed packaging or labels
for the products to capture the halloween spirit with still
considering sustainability.

November Giveaways through raffles

- Offer giveaways of products through raffles and in order for
the people to join the raffle they must like, follow, and share
all the social media accounts of the business. Through this, the
page of the business will also boost.
 December Holiday Gift Sets with discount
- Offer special holiday gift sets with inclusions of a selected
powdered condiment flavor, recipe card that is good for Noche
Buena and a raffle ticket that they can use for the next month
(January).
Table 6: Monthly Promotions

DEMAND AND SALES ANALYSIS

Demand

The food and beverage segment of the Hospitality Industry is one of the most growing
sectors that contributes significantly to the economy. Before the pandemic, the demand
for the hospitality industry sectors including the food and beverage sector has increased.
However, when the Coronavirus also known as COVID-19 pandemic strikes globally it
causes a lot of adjustments and changes that people have been used to. Since social-
distancing was implemented during the pandemic, many restaurants had to follow the
said procedure, and to minimize person to person contact most of the food establishments
shifted to contactless or less contact methods when it comes to ordering and payments.
Additionally, to reduce the risk of transmission through physical touch many consumers
preferred to go for food deliveries. Dining out or take out was also the best choice for the
consumers and most of them preferred convenient food products because they prioritize
their health more. But ever since before the pandemic came, people are more in favor of
convenient food products especially, students, workers, travelers, and tourists due to busy
lifestyles, increased working populations, and wanting to save time. People are more into
minimal preparation or cooking even after the pandemic.

The category of adaptable culinary ingredients, which can be used in a variety of ways,
includes soy sauce powder. Soy sauce powder is a common component in soups, dipping
sauces, salad dressings, noodles, and other dishes in the foodservice sector. Additionally,
the fermented soy sauce's numerous health advantages have made it an essential
component for businesses in the foodservice sector who want to cater to health-conscious
consumers, which is fueling market expansion. Furthermore, convenient food products
are gaining massive popularity and becoming essential in urban kitchens, as they prove to
be a great time-saver for consumers with hectic lifestyles. Besides, the vibrant flavor of
soy sauce powder is what has led to an increase in demand for it in convenience food
products. Since soy sauce powder is well-liked by customers all over the world, the
majority of the major firms involved in the production of quick food products use it as a
vital ingredient in a variety of foods. The demand for soy sauce powder is triggered by
increasing demand for snacks, soups, marinades, seasoning blends, and other food
products, so as to enhance the flavor and umami taste in these products.

GaKasarap powdered condiments such as powdered soy sauce and powdered spicy soy
sauce will benefit the restaurants in the foodservice industry because of the following
reasons: Compared to liquid soy sauce, Powdered soy sauce has a longer shelf life, which
is helpful for businesses with irregular usage patterns. It also lessens the chance of waste
and spoilage. Powdered soy sauce allows for a precise portion control which ensures the
consistent flavor in dishes and it will be easier for the restaurants to easily measure the
amount needed for each recipe, this will also reduce overusing the product. Aside from
that, powdered soy sauce takes up less storage space than liquid soy sauce, which is
preferable for kitchens with limited storage capacity. Powdered soy sauce is less messy
compared to liquid which can sometimes spill or leak during use. These can help to
maintain an organized, clean, and effective workspace. Moreover, powdered soy sauce is
less prone to bacterial contamination as it lacks the moisture that can foster bacterial
growth. Its packaging is also eco-friendly since the business is promoting sustainability.

These advantages can also be an advantage for other target markets such as households or
private residences, travelers or tourists. Therefore, the business is visualized as in demand
as the market increases especially during peak season and there would also be some in
lean season. Since, the hospitality and tourism industry are one of the leading industries
globally which means there will always be a customer that will buy the product and
business related to the industry that can be supplied. Although the business is an E-
commerce business and just starting, the business can still promote their products through
social media and some physical promotions such as flyers, leaflets, posters, and others.
Furthermore, the business could be one of the customers’ choice to be a supplier for their
restaurant business, for personal use, and even as souvenirs.

Sales Analysis

In order to arrive at an estimated demand and sales for the business, the researchers used
their professional judgement that base on the estimated maximum production capacity,
90% of it will be considered as sold. The estimated quantity of demand for each product
are then allocated according to preference based on the survey. In view of this, a tabular
presentation on sales is presented hereunder:

Product Maximum Maximum

Sales Estimated Estimated
Output in a Number of Daily Estimated
Operation Daily Monthly
Single Batch Batch Made Porduction Annual Deamnd
Percentage Demand Demand
Production Daily Capacity

Hydrator 1 30 2 60 90% 54 1,620 19,440

Hydrator 2 30 2 60 90% 54 1,620 19,440
Hydrator 3 30 2 60 90% 54 1,620 19,440
Total 90 180 162 4,860 58,320
Table 7: Estimated Demand

Yearly
% Monthly Monthly
Sales Selling Price Anuual Sales
Preference Sales (QTY) Sales
(QTY)
Powdered Soy Sauce 25%
Kraft Puoch (15pcs teabags @ 28.3g) 607.5 7,290 90.00 54,675.00 656,100.00
Bottle @ 250ml 607.5 7,290 100.00 60,750.00 729,000.00
Powdered ToyoMansi 35%
Kraft Puoch (15pcs teabags @ 28.3g) 850.5 10,206 95.00 80,797.50 969,570.00
Bottle @ 250ml 850.5 10,206 110.00 93,555.00 1,122,660.00
Powdered Spicy Toyo 40%
Kraft Puoch (15pcs teabags @ 28.3g) 972 11,664 95.00 92,340.00 1,108,080.00
Bottle @ 250ml 972 11,664 110.00 106,920.00 1,283,040.00
Table 8: Estimated Sales

SALES PROJECTION

The annual projected demand is estimated to have an increase of 5% for the succeeding

years. Base on the calculated daily demand and the selling price per products offered,

estimated sales forecast for a 3-year period is presented as follows:

Particaulars Sales % Increase

Year 1 5,184,000.00
Year 2 5,443,200.00 5%
Year 3 5,715,360.00 5%

Yearly
% Monthly Monthly
Year 2 Sales Projections Sales Selling Price Anuual Sales
Preference Sales (QTY) Sales
(QTY)
Powdered Soy Sauce 25%
Kraft Puoch (15pcs teabags @ 28.3g) 638 7,655 90.00 57,408.75 688,905.00
Bottle @ 250ml 638 7,655 100.00 63,787.50 765,450.00
Powdered ToyoMansi 35% -
Kraft Puoch (15pcs teabags @ 28.3g) 893 10,716 95.00 84,837.38 1,018,048.50
Bottle @ 250ml 893 10,716 110.00 98,232.75 1,178,793.00
Powdered Spicy Toyo 40% -
Kraft Puoch (15pcs teabags @ 28.3g) 1,021 12,247 95.00 96,957.00 1,163,484.00
Bottle @ 250ml 1,021 12,247 110.00 112,266.00 1,347,192.00
Total 100% 5,103 61,236 6,161,872.50

Yearly
% Monthly Monthly
Year 3 Sales Projections Sales Selling Price Anuual Sales
Preference Sales (QTY) Sales
(QTY)
Powdered Soy Sauce 25%
Kraft Puoch (15pcs teabags @ 28.3g) 670 8,037 90.00 60,279.19 723,350.25
Bottle @ 250ml 670 8,037 100.00 66,976.88 803,722.50
Powdered ToyoMansi 35% -
Kraft Puoch (15pcs teabags @ 28.3g) 938 11,252 95.00 89,079.24 1,068,950.93
Bottle @ 250ml 938 11,252 110.00 103,144.39 1,237,732.65
Powdered Spicy Toyo 40% -
Kraft Puoch (15pcs teabags @ 28.3g) 1,072 12,860 95.00 101,804.85 1,221,658.20
Bottle @ 250ml 1,072 12,860 110.00 117,879.30 1,414,551.60
Total 100% 5,358 64,298 6,469,966.13
Table 9: Sales Projections