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STUDY
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Ube Canes

Names of proponent
Gonzales, Danielle Angela G.
Soliman, Michael Angelo S.
Roberto, Vince Quelly M.
Canillas, Annalyn R.
Guerrero, Janess N.
Ampuan, jocelyn G.
Legaspi, Diane M.

Email address
[email protected]

Chapter 3
Market Study

Introduction

Target Market Description

Operating from a stall within the park enables Ube Canes to capture the

attention of passersby, enticing them with the tantalizing aroma and visually

appealing presentation of our signature treats.

The main target market for Ube Canes comprises teenagers to young adults

who enjoy sweet treats and are open to trying unique food products, including those

from Filipino cuisine. Additionally, it could appeal to individuals seeking alternatives

to common snack items. While ube is naturally sweet, we've balanced the sweetness

in Ube Canes to ensure consumers aren’t overwhelmed.

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“GOSPA”: BATAAN NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL FEASIBILITY
STUDY
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Ube Canes will be located at the People’s Center Park, chosen for its high foot

traffic and potential to attract both locals and visitors. Operating with a stall in the

park will help catch the attention of passersby, including individuals, families, and

tourists engaging in various activities such as leisure, shopping, or exploring the area.

Hungry park-goers can conveniently grab a quick bite to eat.

Marketing Program/ Strategies

A powerful marketing strategy is one of the key components of a successful

business. A company's capabilities and performance are evident in how it navigates

potential and current risks while capitalizing on evolving trends to maximize profits.

The marketing plan and strategy reflect the business's response to vulnerabilities and

challenges.

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“GOSPA”: BATAAN NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL FEASIBILITY
STUDY
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To overcome challenges, maintaining positive relationships with suppliers and

customers is essential. Achieving business objectives requires careful consideration of

internal factors, including selling terms, pricing strategy, distribution channels,

promotional techniques, personnel/sales force, branding, and packaging. Business

practitioners can also contribute ideas for developing efficient marketing strategies in

light of additional aspects. These are:

● The business must know to emphasize their market penetration to

reach the entire customer base in the targeted region.

● Implement an active content marketing plan.

● Promotions should target individuals beyond the specified market.

● Experiment with innovative ideas for acquiring appealing new

products.

● Increase qualified leads and boost revenue.

● Identify the right individuals to enhance marketing success.

● Optimize the effectiveness of attention-grabbing promotions.

● Set an attractive price for the product or service to entice customers.

● Attract customers through visually appealing presentations.

● Develop a desirable product or service that provides value.

Terms and Condition of Sales

The selling of ube canes will be based on the bundle that the customer

ordered. The store will accept any kind of payment method, such as, paymaya, gcash,

and cash. When the customers pre ordered the product, it should be 2 to 4 hours

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STUDY
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before the specific delivery time. The pre ordered product can not be canceled within

1 hour after submitting the order. In addition, the store may give loyal customers a

coupon every fifth time of buying to ensure that they will enjoy their purchases.

Pricing Strategies

The Ube Canes will implement a bundle pricing strategy, offering consumers a

discount when they purchase 5 or more pieces, creating a mutually beneficial

arrangement. This encourages larger purchases at a reduced rate, facilitating inventory

management.

Given the seasonal nature of raw materials, the business plans to stockpile

strategically to mitigate shortages. Additionally, there’s consideration for establishing

a garden area to cultivate raw materials, ensuring a consistent supply and minimizing

extra costs. This approach aims to create a favorable situation for both consumers and

the business.

Channel of Distribution

The Yam Republic offers only take-outs to their customers. From Monday to

Saturday, they will operate and serve the ube canes to their valued customers. The

opening hours will start at 10 AM and closing at 6 PM.

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 “GOSPA”: BATAAN NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL FEASIBILITY
STUDY
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Monday Tue We Thu Frid Satu

sday dnesday rsday ay rday

10AM- 10AM- 10AM- 10AM- 10AM- 10AM-

6PM 6PM 6PM 6PM 6PM 6PM

Branding and Packaging

Branding is integral part to setting our products apart from other products and

services, ensuring distinct recognition among consumers. Our business has

meticulously crafted a unique brand identity, facilitating swift differentiation of our

products for our customers.

In the contemporary market, customers are increasingly drawn to products

with both aesthetic appeal and robust packaging for enhanced protection. Recognizing

this trend, our business has developed packaging solutions that not only exude eco-

friendliness but also prioritize health considerations. This commitment goes beyond

visual appeal, ensuring our goods are not only attractive but also safe and free from

contaminants, aligning with the preferences of today’s discerning consumers.

Promotion and Advertising Plans

Ube Canes is a unique delight, carefully crafted from the rich goodness of

Ube, a purple yam known for its unique flavor. While traditionally associated with the

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Christmas season, we believe that Ube deserves year-round recognition due to its

exceptional nutritional benefits. To amplify our reach, we are leveraging the power of

the internet, strategically promoting our delectable Ube Canes across various social

platforms. Our product is not just a culinary delight; it’s a fusion of delicious taste and

exploding health benefits.

SWOT Analysis

Strength

● Expertise and technical skills of the management team, ensuring efficient

operations.

● High adaptability to market trends and customer preferences.

● Exclusive deal with a manufacturing company for a unique product.

● Strong emphasis on product availability and commitment to customer

satisfaction.

● Use of eco-friendly packaging with banana leaves.

Weakness

● Limited accessibility to a larger audience due to the specific product niche.

● Potential confusion among customers about the taste or smell of the

product.

● Breakable product may increase shipping costs.

● New company with no established brand awareness.

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● Limited brand awareness and recognition due to being a new company,

requiring strategic marketing efforts to establish a strong presence in the market.

Opportunities

● Attract a larger and wider target audience through effective marketing.

● Explore online sales to reach a broader market.

● Partnering with well-known brands to boost market sales.

● Leverage the unique product to gain a competitive edge.

● Capitalize on the growing trend of eco-friendly and healthy food choices.

Threats

● Entrance of competition in the market.

● Potential challenges in supply chain and sourcing difficulties.

● Regulatory challenges, especially if there are pending regulations for the

product category.

● Economic uncertainties affecting funding availability.

● External factors such as changing consumer preferences impacting demand

for specialty snacks.

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