CHAPTER II

MARKETING ASPECTS
Market Description
This chapter will help to know the marketing aspect of the business
that affects the internal and external environment.

This environment

involves product marketability. The survey was conducted through personal

interviews

and

distributing

questionnaires.

Statistical

Tabulation,

Interpretation and Analysis of Data

Table 2.1: Numbers of Respondents Who Eat Calamay
Answer
YES
NO
TOTAL

Frequency
100
0
100

Percentage
100%
0%
100%

The table above shows that all of the respondents have eaten Calamay.
Through the data gathered the proponents conclude that calamay is known
in the market and feasible in the locality of Ormoc, City.

Table 2.1.1: How Often the Respondents Eat Calamay

Answer
Once a year
Monthly
Weekly
Daily
Occasionally

Frequency
4
10
32
15
39

Percentage
4%
10%
32%
15%
39%

TOTAL

100

100%

The table above shows of how often the respondents eating habit,
39% of the respondents occasionally eat calamay, which got most of the
percentage, 32% on weekly basis, 15% on daily basis, 10% on monthly and
4% of the respondents eat calamay once a year. Most of the respondents
chose occasionally since everyone must have a reason to celebrate different
occasions on different days but then maybe the same date to other
respondents. Therefore, every day or every other day is an occasion to
someone.
Table 2.2: Preferred Places
Location
School
House
Plaza
Terminal
Ormoc port
Public Market
TOTAL

Frequency
5
43
4
8
30
10
100

Percentage
5%
43%
4%
8%
30%
10%
100%

The table above shows that 43% of the respondents preferred to eat
calamay in their homes, 30% in Ormoc Port, 10% in Public Market, 8% in
Terminal, 5% in school and only 4% of the respondents who wants to eat
calamay in Plaza. From the data above, the proponents conclude that most of
the consumers preferred to eat calamay in their respective homes by that,

proponents

also

conclude

in

selling

the

product

in

the

respective

communities.
Table 2.4: Preferrable Price for Calamay
Price
70.00 90.00
50.00 70.00
30.00 50.00
20.00 30.00
Below 20.00
TOTAL

The

above

table

Frequency
0
1
45
21
33
100

shows

the

respondents

Percentage
0%
1%
45%
21%
33%
100%

preferable

prices

on

purchasing calamay, 45% of the respondents chose on 30.00 50.00, 33%

on below 20.00, 21% on 20.00 30.00, 1% on 50.00 70.00 and 0% on
70.00 90.00. These data shows that most of the respondents ideal price
is not because of its expensiveness nor its cheapness, respondents may
depend on the sizes that the proponents have offered.
Table 2.5 Demands to the Market
Reply
Yes
No
TOTAL

Frequency
87
13
100

Percentage
87%
13%
100%

The table above shows that 87% of the respondents want to purchase
Calamay and 13% of the respondents doesnt want it. Since there is a higher
percentage on approving the demand on the market, this shows that
proponents should pursue to establish the business.

Table 2.6 Price range in Calamay Making Business

Desired Price
60.00 90.00
30.00 60.00
10.00 30.00
TOTAL

Frequency
4
40
56
100%

The table above shows that

Percentage
4%
40%
56%
100%

56% of the respondents prefer to buy

calamay at the price range of P10-30, 40% at P30-60 and 4% at P60-90.

These gives the proponents an insight on setting an attainable prices of the
said product.

DEMAND ANG SUPPLY ANALYSIS

DEMAND
The locality of Ormoc City is having a mass number of individuals
who offers calamay to market. The proponents found out that there are a
greater demand of calamay on this locality and will continue to increase on
the near future. Ormocanons are fond of eating Kakanin such as calamay.
Traditional occasions such as birthdays, holidays and others will give a
greater advantage on demand of such product to the market.

SUPPLY

COMPETITON
Competition is a big factor on the field of business. It helps every
business to think possible ways to improve and to cope up with the
competition. Without competition the business sector becomes boring and
still in at ease.

PROPOSED MARKETING PROGRAMS

Our product is calamay in a box, simple and convenient to the
customers. This calamay is perfect for those consumers whose stomachs are
full but want a squeeze in just a bit of Kakanin. Its the holidays time to
indulge a little. Calamay is made from various combination of food coloring,
white sugar, vanilla and rice flour.

PRICING OF THE PRODUCT

The proponents added all their expenses in production to determine the
selling price of their calamay. Those expenses are the raw materials, direct
labor and manufacturing overhead expenses. And it will be added by the
mark-up price and production cost, it will be divided by the number of the
production they produced. As a result, their selling price is P xx x
product.

per

TARGET MARKET
The business has no limit of target market. People of all ages are the
target customers, professionals or not, male or female and people of
different walk of life as long as they can afford to buy calamay in a box. The
proponents decided to engage in consignment for an easy distribution of the
product. The owner will distribute the product to any schools of schools,
restaurants and other establishments who offered food. This confirms a big
scope of market calamay will cater.

PACKAGING
Packaging is designed to be visually stimulating and provide information
about the product to help the customer be familiarized with it. It plays an
important role in a business as a medium in the marketing mix, in

promotional measures, and as an instrument to create brand identity. The

proponents used a box in packaging calamay to be sold at the market.
Calamay in box easy to handle and more convenient for the customers. The
box is recyclable, the buyers can use the box.

MARKETING CHANNELS

The business is in direct interaction with their customer having

their own establishment near on other establishments which serve as their
target consumers. The business did not engage in any consignment and just
depends on their capacity to sell their product on their own. The business
accepts orders if there are any orders and through the help of the motor cabs
as a source of transportation from the establishment to the places of
delivery. On terms of the transportation in purchasing the raw materials and
equipment, motorcabs are in a great need.