DeLaSalleUniversityDasmarias

CollegeofBusinessAdministrationandAccountancy

MARKETINGPLAN:
MalunggayPolvoron

InpartialfulfilmentoftherequirementonPrinciplesofMarketing

Members:
Cerbito,LorelynJoyL.
Datu,JearynE.
DeGuzman,ShairaGayleE.
Ferino,Ma.MicaelaG.

Submittedto:

ProfessorRhodoraRosales
April2014

I.ExecutiveSummary
Goldolockshavebeeninthecakesandpastriesindustryforalmost50
yearsandhavealreadymadeasolidnameforitselfthroughoutthe
Philippines and also outside the Philippine borders throughout the
years. And as the company grows, the variety and quality of the
productstheyprovidealsobroadens.
Aswemovethroughthetechnologicalage,manypeoplearestartingto
becomehealthconsciousandoptoutfoodsthattheydeemharmfulto
theirhealthsuchassweetslikecakesandpastrieswhicharecommonly
linkedtodiabetes.
Ournewproductistailoredtosuittheneedsofthosewhoarehealth
consciousandthosewhowanttoprovideonlythemostnutritiousand
healthyfoodfortheirfamily.Itispulvoroninfusedwithmalunggay,a
vegetableknownforitsvarioushealthbenefitsandnutrientsthatare
packed in it. It bears the same signature taste of the Goldilocks
pulvoron with the same affordable price but with a healthy and
nutritioustwist.
Inordertomakeourlatestproductprofitable,wehavepreparedan
intricatemarketingstrategythatwehavecarefullystudiedtomakesure
thatwewillbeimplementingtherightdecisionsandtheplanbecomes

a success. From the production down to the promotion is carefully

plannedanditisevidentthatqualitycomesfirst.

II.Introduction
The Goldilocks brand boils down to simple Filipino values,
thoughtfulness,care,loveforfamilyandexcellence.Witheachproduct
purchasedandconsumed,customer'sdon'tmerelygetadeliciousslice
ofcakeorascrumptiousdish,butatasteofsomethingtrulyPinoy.
Filipinos, whether in their native homeland or not, have a deep,
passionateandconsistentloveforfoodandanythingthathastodo
with it. Since they are natural hospitable and gregarious, food is
consideredthebasisofthesociallivesoftheFilipinos.Notonlyare
theFilipinosknownfortheircooking,theyarealsoknownfortheir
love of sweets a trait very much reflected on wide variety of
delicaciesandsweetsinthecountry.Morethan80%ofadvertisements
inthecountryontelevisions,radios,newspapers,andmagazinesare
aboutfood.Foodispracticallyfoundeverywhere!
Polvoronisasweetconcoctionoftoastedflour,powderedmilk,sugar
andbutter.Accordingtofatsecrets.com, aserving(2pieces) ofthe
original flavored goldilocks polvoron contains about 130 calories.

Polvoronisanidealdesertoraperfectsnackwithitsmilkyand
sugarytaste.However,itisnotahealthyoptionforhealthconscious
peopleduetoitshighsugarcontent.Thishasinspiredustoformulate
anexquisiterecipethatwillmakeitmorenutritiousbyreducingits
sugarandfortifyingitwithvitaminsandminerals.Weareofferinga
polvoron making use of the finest ingredients available that would
allowtocreateamouthwateringandnutritiousdelicacy.Onetasteand
you will discover what set this polvoron apart from those in the
market.

III.BackgroundoftheStudy
Most Filipinos consider Goldilocks not only a brand, but also a
FilipinoInstitution.Infactitspopulartagline,"Howthoughtful,how
Goldilocks" has evolved over the years into "How thoughtful, how
Pinoy(colloquialfor'Filipino')",andlaterto"Angsarapmagmahalng
Pinoy!embracingacultureandtraditionthatgoesbeyondthename.
Now,onits47thyear,Goldilocksfurtherhighlightsitspositionasthe
leadingbakeshopbrandinthePhilippineswithitsnewtagline,"You're
the1,Goldilocks!
Goldilocks traces its roots to the collaboration and complementary

talentsofthewomen,whosecollectiveloveforgoodfoodfueledwhat
hasbeentransformedintotheglobalenterprisetoday.Theirloveof
food,twosisters,MilagrosandClaritaandtheirsisterinlawDoris,
gavebirthtoGoldilocksintheyear1996,whentheydecidedtoopena
smallbakeshopalongPasongTamoStreetinMakati.MariaFlor,a
third sister, later suggested that they name the enterprise
"Goldilocks",afterthecharacterinafairytale.Theintentionwasto
make it easier for children and their mothers to remember the
bakeshop'sname,andalsobecauseitsuggestedluckandprosperity.
Nowonits47thyear,Goldilocksremainsthatcompanyandmore.At
theforefrontofitsindustry,thecompanyenjoysasubstantialleadover
competitorsinallaspectsofperformance.Nationalconsumersurveys
have consistently identified Goldilocks as the landslide winner in
customer satisfaction indices such as Awareness Conversion (the
abilitytotranslatebrandawarenesstoactualtrial)andShareofHeart
(theemotionalapproachtomeasuringpreference).
Fromasmallbakeshop,GoldilocksisnowthelargestFilipinoowned
bakeshopchainintheworld.Asatrueglobalbrand,ithasexpandedto
morethan420storesinthePhilippinesandoverseasmarkets,andnow
employsaworkforceofover2,000people.Likewise,theopeningday

totalsalesofP574backin1966havemultipliedthousandsoftimes
over.
And while it is overwhelmingly evident that Goldilocks has an
indeliblebrandidentityinthePhilippines,itisalsoanidentitythatcan
be easily communicated and adapted to new markets abroad.
Goldilocksisaglobalbrandthathassuccessfullyprovided100percent
Filipino alternatives to a wide range of desserts, snackfoods, and
breads,provingthattheFilipinocanproducehighqualityproductsat
parwiththebestoftherestoftheworld.
Followingtheprincipleof"thinkingglobal,strategizingregional,and
acting local", it maintains the exact homegrown goodness of its
productsinoverseasmarkets,butendeavorstoacquaintmulticultural
tastes with its menu items as well. As a result, its hold in the
internationalmarketcontinuestostrengthen.FromonebranchinLos
Angeles, California in 1976, Goldilocks has expanded to other key
cities in the United States such as San Francisco, Las Vegas,
Sacramento,andSanDiego,foratotalof22U.Sstores.Itsfirstoutlet
inEastCoastwillsoonopen,withotherssuretofollow.Likewise,the
twoGoldilocks outlets inCanadawillundoubtedlyencourage more
branches to open due to its remarkable success. Most recently,

Goldilockshasopened6storesinThailand.Goldilockshasalsotapped
marketsinseveralotherSoutheastAsiancountriessuchasSingapore,
andHongKong.Moreover,ithasreceivedaconsiderablenumberof
requeststoopenintheMiddleEast,mostlyfromOverseasFilipino
Workersandexpatriates.
IV.CurrentMarketingSituation
Goldilocks

JBC

Food ChocoVron

Corporation
ProductSituation

Global

Corporation
Goldilocks have JBCFoodCorp. Established in
various

food have a wide 2003,

products that are variety

of ChocoVron

mainly sweets and productssuchas Global Corp. is

desserts.

The nuts,

mixed now one of the

company's main nuts,

growing

products are cakes watermelon

producers of

of various kinds. seeds squash polvoron

Theirproductsalso seeds

and nationwide. The

includeotherkinds confectionary

company

sweets such as products. These produces

polvorons, which products come polvorons of

comes

with in

different different

different flavours. flavours tosuite flavours

Recentlytheyhave the different widen

to
the

expanded and are tastes of the consumers'

now also serving consumers.

choice

sets.

other traditional These products Theyincludethe

Filipino food such also come in ingredients
as palabok and their own neat mixed in the
dinuguan. These and appealing polvoron in the
products

formulated

are packaging.

to

packaging
making

the

emulatethetasteof

product more

traditional Filipino

appealing to

food. Currently

consumers.

they promote their

products through
various

online

activities,
newspaperadsand
occasionally, they

launch
MarketSituation

TV

advertisements.
The market of JBCFoodCorp. ChocoVron
Goldilocks

is a company Global Corp.

products is mostly mainly focused started as a

people fond of on developing, bakeshop which
traditional Filipino producing and isafastgrowing
food.Thecompany selling snacks. corporation
is committed in They
providing food of striving

are now. They are

to dedicated in

good quality that develop new giving quality

meets the needs productsofhigh foodproductsto
and wants of their qualitytosatisfy their consumers.
consumers
ensure

to their current They have won

that customersandto several awards

consumers

are reach a wider and is still

satisfiedandwould market
remain
patronage

to introducing

by striving to give
even

better

the products that products

company's

cater to their satisfy

products.

needs.

10

consumers.

to
their

Competitive

Goldilocks already Asalocalbrand, ChocoVron

Situation

haveanestablished JBCFoodCorp. Global Corp

name in the is competing satisfies their
industry and have with

other consumers by

been competing international

carefully

with international brand of snacks planning new

products
opening

by present here in products that

stores the Philippines. caters

overseas. As they To be able to needs.

their

By

enter a highly better compete developing and

competitive area, with

implementing

Goldilocksstriveto international

strategies

to

be more active in products, they make unique

the industry by became

a andhighquality

improving product member

of products, they

quality and the Snack

quality

Food are able to

of Association, an compete in a

management in international

highly

ordertomeet with corporation.

competitive

consumers'

They also strive industry. They

11

expectations.

to make their maintain good

products

of management

higher quality within

the

and have set corporation and

standards
order

in keeps

their

to products

maintainproduct reasonably
quality. They priced.
also continue to
make

their

products
affordable,
making their
products
accessible by
people from all
Distribution

Goldilocks

Situation

products

walksoflife.
Dealers

An extensive

are distribute JBC network

distributed

FOOD CORP. dealers

internationally.

products

12

nationwide

of

Theirstoreslocated internationally.
within

distributes

the It is carried by ChocoVron

Philippines,

major grocery Global Corp

U.S.A., Thailand stores

and Canada carry convenience

and products. It is
carried

by

it. The company stores located various major

have over 390 within

the department

stores in the Philippines.JBC stores,

Philippines, 22 Food Corp is convenience
stores located in also

exports stores,

theU.S.A.,2stores their products bakeshops and

in Canada and 6 overseas.

malls.

stores in Thailand.
The company is
also open for
exportationoftheir
products to other
partsoftheworld.
Macroenvironment
Situation

A.Technology
From a small At present, the To help keep
bakeshop,

13

the companyisstill pace

with

Goldilocks hasnow investing and developmentsin

expanded into a looking into theindustryand
successful company new machines maintain

its

that caters to the that would not competitiveness,

needs of its only make the the company
consumers. The company more obtained
company

used efficient but assistance from

technologyinterms also give a the

DOST

of advertising their better quality which helped

products as well as product for the them improve
how they prepare consumers at their overall
their food. In order the

least productivity

to respond to the possible cost. through good

growingdemandsof This is in manufacturing
buyers, technology keepingupwith practices,
is used increase the Rebisco equipment and
theirproduction.

Group

of packaging,

Companies'

among others.

VisionMission

Today,

of which JBC ChocoVron

14

Food

Global Corp. is

Corporationisa established as
part of. We oneofthemajor
envision our players in the
grouptobethe processing of
dominant snack food products
food company that showcase
in

the theFilipinoflair

Philippines by for ingenuity

providing

and quality.

innovative and
best

value

products within
reach

of

consumers.
B.Political
And while it is JBC Food ChocoVron is
overwhelmingly
evident

Corporation is registered with

that presently

Goldilocks has an member

indelible

a the Bureau of
of FoodandDrugs,

brand Snack Food (BFAD

15

No.

identity in the Association

Philippines, it is (SFA),

RDIIRIVF
an 3052)and U.S

alsoanidentitythat international
can be easily snack

FDA

food ( Registration

communicated and organization

No.

adapted to new that includes 11338717940).

markets abroad. As suchcompanies Its

2in1

shownbyitsstrong as Frito Lay cookies

and

international

and other big creamvarietyof

presence,

US snack food chocovron

Goldilocks is a companies.

polvoronisnow

global brand that Asidefromthis, also registered

has successfully the company is in
provided

the

100 also a member Intellectual

percent Filipino of Institute of Property Office

alternatives to a Food
wide range of Technologist
desserts,

snack and is doing

foods, and breads, research

proving that the development to

16

(IPO).

Filipinocanproduce come up with

highquality

new

and

productsatparwith exciting
the best of the rest productsforthe
of the world. The localmarket,so
company

is watch out for

expected to comply our exciting

withtaxregulations, new products
laws and other coming out
regulations

soon.

regarding import
andexportofgoods
not only in the
Philippinesbutonly
in the countries
where

they

branchedout.
C.SocialandCultural
The Goldilocks Since

JBC Thecompanyis

brandboilsdownto Coroporation is also

simple

Filipino originally a continuously

17

values,

foreignproduct, guided with its

thoughtfulness,

the company core values:

care, love for was able to faith in God,

family,

and determine the excellence,

excellence. With wants

each

and quality,

product needs of the industry,

purchased

and Filipinos and credibility, and

consumed,

came up with kinship. Hence,

customer's don't suitable snacks in its quest for

merely get a forownunique producing top
delicious slice of palettes.
cake

or

qualityproducts,

the company

scrumptious dish,

also takes care

but a taste of

of its various

something

stakeholders

truly

Pinoy. It caters to

especiallyinthe

the needs of the

community

Filipino

where

palette

it

while showcasing

operates. Social

the beauty of the

responsibility

18

Philippine cuisine

has been in its

globally.

prioritylistover

Most

Filipinos

the years and

consider Goldilocks

hasneverwaned

not only a brand,

in extending

but also a Filipino

assistancetothe

Institution. In fact

elderly through

its popular tagline,

the

"How thoughtful,

Mother

how Goldilocks"

MercyHomefor

hasevolvedoverthe

the Elderly and

years into "How

Abandoned

thoughtful, how

Foundation in

Pinoy (colloquial

San

for 'Filipino')", and

Laguna.

later to "Ang sarap

magmahal

ng

Pinoy!", embracing
a culture and
tradition that goes

19

Mary

of

Pedro

beyond the name.

To cater to the
Filipinos,

their

target market, from

all over the world,
theyeven openeda
numberofbranches
outsidethecountry.
D.Competion
Inordertocompete In order to To become an
with the ever compete with excellent
growing

food the continuous provider

of

industry,

growing food ChocoVron

Goldilocks:

industry, JBC food products

1. Maintains
brand

a Food
of Corporation:

leadership.
2. They
providescontinu
ing support and
advisory

1. Continuously

that

are

distinctly
Filipino and of

innovate and world

class

manage a quality"; and

portfolio of mission,"to
products that createandmake

servicesonstore

20

operations, local

areattunedto ChocoVron

store marketing

the dynamic products

plans, financial

needs and competitive

data analysis,

wants

andmarket
developmentall
designed
enhance

to
the

consumers.
2. Ensure
extensive

comprehensive
and

quality systems

continues
all

working closely
with concerned

growing

individual

systems and
processes for

21

of

its

companyand export market.

the

its

people for products forthe

growth.
framework to 4. Improve

network

foreignmarkets"

develop their prepare

and

government
distribution.
3. Progressively institutions to

skills.
3. Their

channels of

management

support

local

ChocoVron

availability

in

store

provide

of both for the

of products

franchisee's

training

an organized

Product
expansion and
innovation are
alsopursuedand
works are now

stores.It

is

and

underway

committed to

productive

towardsmeeting

constantly

work

thesegoals.

innovate and
provide quality
products and

environment.
5. Ensure that
the
organizationa

services.
4. They

l structure is

continuously

alignedtothe

update

growing

their

store concept

needs of the

and design to

company.
6. Continuously

address specific
market needs.It
provides point
ofsalematerials
such as menu
boards

advertising
materials.

22

and

maintain and
upgrade
facilities that
will increase
the level of
efficiency
and
productivity.

E.Economic
Goldilocks is the Withthestrong The
leadingbrandinthe position

local

of delicacy

Philippinebakeshop Rebisco Group polvoron

industry, cutting of

Food through

across all economic Companies in ChocoVron is

classes withawide its

variety of products, market,

home now

being

the exported to the

at prices within the company has United States

consumers'reach.It now set its after having
offers awiderange sights

joined

of pastries and internationally.

international

baked goods that Through the fairsandhaving

not only caters to company's

penetrated local

the needs of the Export Group, and

high

earner foreign

Asian

markets.

consumers but can distributorswill The registration

also satisfy the beabletoavail with the Food
needs of the ofa"OneStop and

Drug

consumer in the Shop" service Administration

23

middle class. The that

will (FDA)

by

expansion of the provide access ChocoVron

company into the to all the Global Corp.
globalmarketopens products of the (CGC)

has

doors to a more Rebisco Group paved the way

complex economic of Companies. toitsexport.
environmentandan Today,
increase

the

in Exportgroupis

consumer
confidence

in partnership

buyers.

of with several
distributors
fromEastAsia,
South Asia,
Australasia,
North America,
Middle East
andEurope.

V.OpportunityandIssueAnalysis
INTERNALENVIRONMENT:
Strengths:

24

Theflourusedinpolvoronproductionisofhighquality.
Provideshighqualityproductswithstrictsanitarycontrols.
Strongmanagementisimplemented.
Uniqueproductsareconstantlyintroducedtothemarket.

Weaknesses:

Lackofonlinepresence.
Lowadvertisingandpromotionstrategies.
Unattractivepackaging.

EXTERNALENVIRONMENT:
Opportunities:

Anincreaseinthepopulationofyoungpeople.
Decreaseintaxrates.
Decreaseincostsofrawmaterialsused.

Threats:

The preference of the consumers may greatly affect their

purchasebehaviourtowardstheproductbeingintroduced.
Inflationthatmayaffectproductprices.
Health conscious people tend to avoid sweets and desserts

speciallythosewhoarediabetic
Therearemanyotherdessertsbeingintroducedtothemarket

Issues:

Polvoronisadessertrichinsugar.Ashealthawarenessisvery
prominentamongpeopletoday,itmaybelinkedtodiseases

25

causedbyhighglucoseintakesuchasdiabetes.

VI.MarketObjectives
A.MarketShare
Weaimtoattain40%ofthemarketshareforourproductMalunggay
PolvoronalongwithotherGoldilocksproductsofthesameproduct
line with an estimated 95% success in the implementation of our
marketing strategies, 30% of the market share when the estimated
successofourstrategyis85%and25%ofthemarketsharewhenthe
estimatedsuccessofourstrategyis75%.

B.Profitability
Wechosetousemarkupstrategyinthepricingofourproductsbased
on our calculations that it will result in the most profitable and
reasonableprice.ItisestimatedthatwewillhaveP55,200revenuein
thefirsttwomonthsofsellingtheproductswithanestimatedsalesof
500unitsandatotalofP1,876,800ofrevenuewithinthefirstyearof
sellingMalunggayPulvoronwithanestimatedtotalsalesof17,000
unitsandP625,600oftotalprofits(1unit=10piecesofpulvoronper
box)

26

VII.MarketingStrategies
A. ProductStrategy
Nowadays, living healthy is the in thing. Consumers are more
awareofhowmuchcaloriestheytakeintheirbodyandhowmuch
more they need to burn to reach their desired weight and figure.
Basedonthelatesttrendsinthemarket,ourfoodindustrysurecould
use the next big thing. Something on the scale of healthy,
affordableanddeliciousdelicaciesnewinnovativeproductsthatnot
onlyofferssatisfactiontotheneedsoftheconsumersandmeeting
organizationsobjectivesbutalsoprovidingbenefitstothosethatwill
eatit.
Inordertobemorecompetitiveinthemarket,differentcompanies
tendtomanufactureproductsthatsharesimilarqualitiesandflavors.
Althoughitgives moreconsumers moreproducts tochoosefrom,
producingaproductsimilartoyourcompetitorsdoesntexactlygive
youanadvantageinthemarketeither.Toavoidfacingwiththesame
problems, the Goldilocks come up with an idea Malunggay
flavoredpolvoron!Butwhatmakesourproductdifferentfromother
malunggay infused polvorons is the fact that we used fresh

27

malunggay; oppose to other manufacturers using powdered

malunggay.Thisway,allnutrietnsandvitaminsfromtheMalunggay
leavesremainsintactandpreserved.Consumerscannowenjoyeating
desserts guilt free; they dont have to worry about eating sweets
withoutgettinganythingbutsugarinit,becauseeatingpolvoronhas
nowbecomehealthier!

B. TargetMarketStrategy
The products primary target markets are people that are health
conscious but also enjoy snacking on sweet delicacies. About 20
respondents

C. PositioningStrategy
Attributes
The Malunggay flavored Goldilocks polvoron is a perfect
substitureforadessertorsnack.

Not only it offers

satisfactiontothepalettesoftheconsumersbutitalsoprovides
varioushealthbenefits.
PriceandQuality
The Malunggayflavored Goldilocks polvoron is cheaper
comparedtoothermalunggayinfuseddessertsintroducedto
the product, making it affordable not only to high salary

28

earnersbutalsotoconsumersfrommiddleclassaswell.Since
itismadefromfreshmalunggayleaves,thecompanyassures
thatitwillbethoroughlyselectedforgrindingandmixingwith
otherrawmaterials.
Benefits
MalunggayearnedthemonikerMiracleTree,foralmostallof
itspartshavetherapeuticandmedicinalvalues.Malunggayhas
alsoearnedthenameNaturesMedicineCabinetbecauseofit
has 90 nutrients, 46 antioxidants, 36 antiinflammatory
properties, 18 amino acids, anticancer properties, anti
bacterialproperties,antiagingproperties,propertiesthatkeep
badcholesterolincheck,omega3oils,andchlorophyll.
ProductUser
This product focuses on the health conscious consumers
consumers that enjoys eating sweets for snacks while
benefitingthecountlesspositiveeffects,vitaminsandminerals
offeredbytheMalunggayleaves.
ProductClass
Positioning the products with other desserts as well as
positioning it beside products that offers a wide variety of

29

products enriched with vegetables and minerals. It would

attractpotentialbuyersandinformthemthatourproductisnot
only a dessert but also a powerhouse of vitamins from
malunggayleaves.
Competitor
Positioning our product beside its competitors will give
potential buyers to differentiate them from each other
making it easier for them to see what makes our product
differentfromotherproducts;anindirectwayofinformingour
consumersofouradvantages inthemarket, intermsofthe
qualityandpriceofourproduct.
D. PricingStrategy
Wedecidedtochoosethebreakevenanalysisandmarkuppricingto
reachourgoalsofmaximizingprofitwhilstmeetingorganizational
goals.
Breakevenanalysisdetermineswhatsalesvolumemustbereached
beforewegetthebreakevenandnoprofitearned.Thetypicalbreak
evenmodelassumesagivenfixedcostandaconstantaveragecost.
Fixedcostbeingthecostofelectricityconsumed,salariesofworkers

30

andrentandvariablecostsbeingthecostsofrawmaterialsusedin
producingtheproduct.
Markup pricing uses the cost of buying the product from the
producer, plus amounts for profit and for expenses not otherwise
accounted for. The total cost of producing the product basically
determinesthesellingprice.

E. DistributionStrategy
Products will be distributed in Goldilocks stores nationwide
alongsidethesameproductline.Productswillalsobedistributedto
localconveniencestoreslike7elevenandministoptoreachwider
numberofpotentialconsumers.
F.PromotionStrategy
Since Goldilocks is already a wellknown brand and this product
belongstoanalreadyexistingproductline,promotingthisproduct
shouldnotposeasachallenge.Therewillbeinformationaboutthe
nutritional benefits of the products on the packaging. Posters will
alsobepostedoutsideeveryGoldilocksoutletthatalsodisplaysthe
productsvarioushealthbenefits.Thisproductwillbeincludedinthe
assortedpacksofpolvoronalongwiththeotherdifferentflavorsof

31

polvoron. Free tasting of the product will also be available in

Goldilocksoutlets.
VIII.FinancialAnalysis
A. SalesProjection

B. BreakevenAnalysis,MarkupPrice,TotalProfit

32

IX.Recommendation

ProductshouldbesoldinthepriceP88.3inallstoresandbe

placedinthedessertsection.
Ifeversoldperpiece,theproductsretailpriceshouldbein

between8to10pesoseach.
Promotehealthierlivinginawayofnotspendingtoomuchfor

satisfyingconsumerscravingswiththeproduct
Placeproductbesideotherbrandsproducttohavecompetitive
advantageagainstcompetitors

33

X.ActionPlan
CourseofAction
PersonResponsible
Being the leading bakeshop

TimeFrame

brand, the president must

maintain the Goldilocks's
standing in the pastries

President

6months

VicePresident

6months

AccountingDepartment

N/A

industry and products'

quality, as well as the eco
friendly production of the
saidcompany.
Assure that the company's
goalsarebeingmet,andalso
to satisfy the customers'
wantsanddemands.
Inproducinganewproductis
costly,thedepartmentshould
careful of handling the
money, minimizing the
expenses while maximizing
theprofitsthatwillbeearned.

34

Thedepartmentshouldknow
what the customers needs
and wants. They should
advertisethenewproductby
doing

effective

advertisements that will

encourage the potential

MarketingDepartment

4months

consumers to buy the

product.Theyshoulddofree
tasting in markets especially
in fitness centers where the
targetmarketare.
Thedepartmentshouldassure ProductionDepartment
that the products produced
areatthehighestquality.The
taste of the new product
should be the same every
production. They should
conduct survey if the
customerswanttomodifyor
to give other suggestions

35

N/A

regardingthenewproduct.

XI.Appendices
1. TheGoldilocksandItsCompetion

Picture1.1PictureofGoldilocksPolvorn

36

Picture1.2PictureofMilkeePolvoron

Picture1.3PictureofChocoVronPolvoron
2. RawMaterials

Picture2.1.AllPurposeFlour

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Picture2.2.PowderedMilk

Picture2.3.Sugar

Picture2.4.Butter

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Picture2.5.MalunngayLeaves

3. ProcessedIngredients
Picture3.1.RoastedAllpurposeflour

Picture3.2.MeltedButter

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Picture3.3.GrindedMalunggayLeaves

Picture3.4.MeltedButterwithMallungayleaves

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Picture3.5AllpurposeflourwithPowderedMilk

Picture3.6.AllpurposeflourwithPowderedMilkandSugar

Picture3.7Combinationofallthemixtures

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SurveyForm

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SurveyResults

1. Whichbrandofpolvoronareyoumostfamiliarwith?

2. Do you buy polvoron products manufactured by The

Goldilocks?

3. IsTheGoldilocksPolvoronworththepriceyoupaid?

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4. Are yousatisfied withthe quality and taste of the polvoron

fromTheGoldilocks?

5. Whichdoyouprefer:

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Note: Flavored Polvoron (Cashew, Coffee Crumble,

CookiesNCream,Peanut,Pinipig,UbeandCaramel
Crunch)

6. Do you find the packaging of The Goldilocks Polvoron

appealing?

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7. Areyouwillingtotryanewflavorenrichedwithvegetables
andothernaturalrawproducts?

8. Wouldyouconsiderbuyingmalunggayflavoredpolvoron?

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References

http://www.goldilocks.com.ph/
http://www.chocovron.ph/
http://www.rebisco.com.ph/products/milkee-polvoron
http://www.medicalhealthguide.com/articles/malunggay.htm
http://www.clarkisit.com/malunggay-moringa-worlds-superfood/
http://www.instructables.com/id/How-to-make-Polvoronphilippinepowderd-milk-candy/

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