Chapter 3: Description of the Target Market

Table 1

Pritil 5172
Tabang 8832
Sta.Rita 13687
Ilang-Ilang 5628
Poblacion 4099
TOTAL POPULATION 37418

Table 2: Household Data of 2016 for the Five Barangays

5 Barangays in the
No. of Household in
Municipality of F %
2016
Guiguinto
Pritil 5172 47 12
Tabang 8832 99 25
Sta. Rita 13687 150 38
Ilang-ilang 5628 56 14
Poblacion 4099 44 11
TOTAL 37418 396 100

Table 3: Survey of Pastillas de Fruta (n=396)

INDICATORS F %
1. Gender
A. Male 211 53
B. Female 185 47

2. Age
A. 5-10 58 15
B. 6-15 174 44
C. 16-20 127 32
D. 21 and above 37 9

3. Do you like eating

sweet stuffs or desserts
after lunch/dinner?
A. Yes 335 85
B. No 61 15

4. How sweet do you like

for the dessert?
A. Very Sweet 53 13
B. Sweet 141 36
C. Mild 168 42
D. Neutral 34 9

5. How would you like to

rate the quality of the
pastillas that you have
tasted?
A. Excellent 145 37
B. Good 162 41
C. Average 89 22
D. Bad 0 0

6. Did the juicy taste

compliments to the
pastillas?
A. Yes 303 77
B. No 93 23

7. Do you feel that all

ingredients have been
mixed in the right
quantities?
A. Yes 338 85
B. No 58 15

8. How satisfied are you

with the change made
in the pastillas?
A. Very Satisfied 174 44
B. Satisfied 183 46
C. Neutral 31 8
D. Not Satisfied 8 2
 9. What aspect of the
product/service were
you most satisfied by?
A. Price 52 13
B. Quality 120 30
C. Texture 186 47
D. Purchase 38 10
Experience/Service
10. Where do you usually buy
Pastillas?
A. Sari-Sari Store 162 41
B. Canteen 124 31
C. Supermarket 22 6
D.Public Market 88 22

Table 4: Demand and Supply Analysis (Historical Demand)

No. of
Potential 2012 2013 2014 2015 2016
Households
Pritil 4492 4653 4820 4993 5172
Tabang 7671 7946 8231 8526 8832
Sta. Rita 11888 12314 12756 13213 13678
Ilang-ilang 4889 5064 5245 5433 5628
Poblacion 3560 3688 3820 3957 4099
TOTAL 32500 33665 34872 36122 37418
3. 58% is the annual increase of households from 2012-2016

Table 5: Prospective Customer

85% of the
Total Annual Historical
Year Prospective
Households Consumption Demand
Consumer
2012 32500 27625 60 1657500
2013 33665 28615 60 1716900
2014 43872 29641 60 1778460
2015 36122 30704 60 1842240
2016 37418 31805 60 1908300
Table 6: Estimated Projected Demand for Pastillas de Fruta

Average Annual
Year Previous Demand Projected Demand
Increase
2017 1908300 62700 1971000
2018 1971000 62700 2033700
2019 2033700 62700 2096400
2020 2096400 62700 2159100
2021 2159100 62700 2221800

Supply Analysis

Table 7: Market Share of Present Suppliers

Competitor 2012 2013 2014 2015 2016

Sari- sari
556075 567197 587541 590111 601913
Store
Canteen 420446 428856 437433 446181 455105
Super Market 81377 83004 84644 86358 88085
Public Market 298382 304349 310436 316645 322978
TOTAL 1356280 1383406 1411074 1439295 1468081

Table 8: Projected Supply of Consumer of Pastillas de Fruta

Average Annual
Year Previous Supply Projected Supply
Increase
2017 1468081 27950 1496031
2018 1523981 27950 1523981
2019 1523981 27950 1551931
2020 1551931 27950 1579881
2021 1579881 27950 1607831

Table 9: Demand Supply Gap Analysis

 % Unsatisfied
Year Demand Supply Gap (D-S)
Demand
2017 1971000 61496031 474969 24
2018 2033700 1523981 509719 25
2019 2096400 1551931 544469 26
2020 2159100 1579881 579219 27
2021 2221800 1607831 613969 28

Table 10: Projected Market Share of Patillas de Fruta

% of Projected Projected Market

Year Unsatisfied Demand
Market Share Share
2017 474969 40 189988
2018 509719 41 208985
2019 544469 42 228677
2020 579219 43 249064
2021 613969 44 270146