Chapter IV Market Analysis Summary

Frozen Rolls is design for the customers who demands a classic style of the product. Since

it is the first ice cream rolls in town, it has a high chance of attainability. The goal of the business

is to strive in order to build a loyal customer base by offering a satisfying and delicious ice cream

in a relaxing environment which is located inside the MGM Square.

4.1 Market Identification

This showcase the division of types and classification of different customer that will

purchase the product. It allows the business to determine which to focus the business offers.

5%

20%
35%

15%

25%

Children Teens The Couples Employer\ Employee Others

Children

Children aging 7 to 13 years old specially those students of Dipolog Pilot Demonstration School

an elementary school who is a block away from our location contains the greatest percent of our
market identification because they seek for new yet delicious ice cream existing in the city. Aside

from the advantage of the location, children of their age are easily attracted when it comes to food.

Teens

Teens aging 14-18 years old including those students of college and senior high school in Saint

Vincent’s College and Saint Mary’s Academy considering their location, they contain the second

biggest share in the market because the youths of today tends to be busier in their school works

and etc. They can take a break and cool themselves up from those tiresome school projects by

enjoying our soothing ice cream they can ever taste.

The couples

Couples that seeks affordable yet delicious ice cream that they can enjoy and have quality time

together with their partner. There could be no better place than Freezing point.

Employer/ Employee

For those people who work 8 long hours a day facing computers and reports. At the end of the day

they can treat themselves an ice cream as payment for doing a great job.

Others

Usually by passer people or anyone not from the city who came from other places and wanted to

try something new upon hearing good feedbacks from other customer.
4.2 Target Market Segment Strategy

Frozen roll sells itself. Customers loves to eat ice cream specially in hot season. However,

customers have to know about our products to bring our business to everyone. Marketing strategies

give customers the idea and an opportunity to taste our products.

4.2.1 Market Needs

Consumers play a significant role in the market. Consumers going out for a frozen dessert

wants consistent quality, variety of flavors, something new to them, fast service, entertaining and

experience and a clean, friendly and attractive place. Frozen Rolls meets the preference from the

consumers by introducing fried ice cream rolls making its ice cream in store from high-quality

local ingredients with assorted flavors. Being the first to offer fried ice cream rolls in the city,

Frozen rolls will enjoy 100% market shares that will be recognized and gain customer loyalty. We

will try to give them as much joyful and healthy environment as we can and position ourselves as

courteous and sincere happily serving people.

4.2.2 Market Trends

Today’s market trend is introducing something different to the market. The traditional ice

cream in a cone is so overated what’s in is the creative presentation of product which is perfect to

what we are offering. Over decades, it would be the first for Dipolognons to taste a “fried ice

cream,” and this would lead to a plus-factor because of its uniqueness. Because of its unique

appeal, it is likely to attract people for years to come.

4.2.3 Market Growth

We believe that there is a market for our product (fried ice cream) in Dipolog, since this a

highly rising urban city. Dipolog city remains a travel destination especially to those who would

like to experience the inevitable seasons of tropical places. Since ice creams are always a remedy

for a hot climate, our product would be on a significant role. Our business will grow as customers

become familiar with our products and services. This indicates that our product has the capability

to increase its potential growth toward the market. Dipolog’s population in the year 2015 was 130,

759 and is expected to grow at a rate of 3% over the next five years. With this, we would widen

our scope of target market in accordance with the increasing population which could then lead to

open for franchising.