SQUASH BREAD 45Chapter 1

Summary of the Project1.1 Name of the FirmThe researchers came up to the idea of Kalabasa Panaderia as the name of the firm because the main product is bread and it contains the main ingredient which is squash. Kalabasa is a Filipino term for squash while panaderia is a Filipino term for bakery. It carries the brand name squash bread which is a pandesal as the name of the business product. The name of the firm suggests that the business selling bread which is mostly made up of squash. Squash Bread is an innovation and can be easily memorized by the target market. It is also attractive because glancing or even hearing Squash Bread, a person can readily conclude the business products and services and it offers only unique breads because it is made from squash ingredients. The researchers want to serve the valued customers in a new product that will give them a healthy food to be enjoyed not only by the adults but also by the young ones. Most people nowadays are conscious about what they are eating and spending but there are still some people who dont like to eat vegetables especially kids. Bread and squash provides a greater range of nutrients than any of the other food ingredients. With these nutritional facts of this two different ingredients, they can create a more nutritious food. Squash is one of the most versatile and delicious vegetables available throughout the world, and it also packs a serious punch in terms of healthy,medicinal benefits. The impressive health benefits of squash are derived from theorganic compounds, nutrients, vitamins, and minerals that they contain. This list includes a huge amount of vitamin A, as well as significant amounts of vitamins C, E, B6, niacin, thiamine, pantothenic acid, and folate. In terms of minerals, squash contain magnesium, potassium, manganese, copper, phosphorous, calcium, and iron. They are also a very good source of carotenoids and other important anti-inflammatory and antioxidant compounds.

Different varieties of squash have the ability to improve the quality of your sight, boost skin health, strengthen the immune system, prevent cancer, manage symptoms of diabetes, build strong bones, protect heart health, reduce symptoms of insomnia, prevent inflammatory conditions, treat arthritis, eliminate ulcers, eliminate parasites and infections, increase prostate health, protects against birth defects, boosts respiratory health, and reduces blood pressure.Bread benefits, on the other hand, is that they help you achieve a healthy eating pattern. Recommendations for a 2,000-calorie diet are to get 6 ounce-equivalents of grains, per day, and to get 45 to 65 percent of your total calories from carbohydrates. Most bread products are low in fat and high in carbohydrates.By law, bread products made with enriched flour must be high in iron, thiamine, riboflavin, niacin and folate. Iron is a component of hemoglobin in healthy red blood cells, thiamine, niacin and riboflavin are essential for energy production in your body and folate is an essential vitamin for heart health. Refined bread products made with unenriched flour do not contain substantial amounts of these nutrients.In thinking about the name of the firm, the researchers want to emphasize the specialty product and the healthy lifestyle of the target market. People nowadays are becoming more conscious and prefer products which provide a lot of benefits especially on their health. They prefer to eat vegetables and other nutritious foods which are beneficial to their health and body system. Also, they are now conscious about their spending habits and prefer foods which are affordable yet delicious and nutritious in their taste. The name also suggest qualitywhich is a vital ingredient of a good brand. The core benefits of the product which are being delicious and nutritious are the things that consumers expect, which should be delivered consistently. The company believe that the higher quality brands achieve a higher market share and higher profitability that an inferior competitor will. It also creates a strong brand which have a clear and unique position in the target market which can be achieved through the way it is delivered to consumers. The name also build awareness, developing the brand personality, and then reinforcing the customers perception.

The study wants to introduce the name of the product in the market promoting a unique and one of a kind product in the city. The name of the firm implies that the target market can find it easily to pronounce and remember the brand name associating with the benefits that the product offers to them. 1.2 LocationSquash Bread is located in Molo, Iloilo City. Specifically, the business is in front of Molo Plaza along GT Mall. The location has a lot of population and as the researchers observed, there are always flock of people coming to the area unless it is night time. Molo is a good place to build your business because the area has a lot of industries and different institutions. It is a busy place because it is near the church, plaza, mall, school and government office. People working in these institutions really love to eat breads especially after school, going to church or even after work. Other places in the city do not have these characteristics as compared to Molo Plaza. This is a feasible location for squash bread and will contribute a large amount of profit making the business successful.

CategoryName

PlazaMolo Plaza

ChurchMolo Church

MallGT Mall, Iloilo Supermart

SchoolJohn B. Lacson, Iloilo City Community College, Baluarte Elementary School

Government InstitutionBureau of Internal Revenue

Other BusinessesJollibee, Gas Station, Mini Mart, Pet Shop, Andoks

Table 1. Industries near Molo PlazaSource: Department of Trade and Industry, 2015

Figure 1. Population in Iloilo City (2010)Source: National Statistics Office, 2015

Figure 2. Location of the BusinessThe figure above shows that most of the populated cities in Iloilo City come from Molo. Calumpang which has the highest population is in Molo together with San Juan, Calaparan, Molo Boulevard and Santo Nino Sur. Statistically, 50% of the top ten most populated barangays in Iloilo City come from Molo. This only shows that the business will have a large market potential or possible customers for squash bread. Molo is a populated place where people from various folks flock.

1.2.1 Project Summary The business introduces an innovative and a new way of bread making. A bread made from squash which offers nutritious and delicious bread for the target market. Squash provides a lot of benefits for the body because it contains a lot of vitamins and minerals. It will be preferred by many people because it is unique in the eyes and taste of the people. The target markets of squash bread are the children, students, young professionals and the aged individuals. This will really suit to their needs and wants as the product will be carefully and deliberately made just to earn the loyalty and patronage of the customers. To ensure that the business will become successful with its product, there will be strategies impose on its marketing mix. For the product strategy, it will use product differentiation strategy because it will use a different ingredient which is squash compared to other available breads in the market. The prices will be set affordable so that everyone can afford it. The strategy to use is cost plus pricing strategy to ensure its profitability after paying all the expenses. For the place, it will use exclusive distribution strategy where the place of production and selling is in Molo to ease and facilitate the distribution of products to end consumers. For promotion, it will use print and radio advertisements to inform the consumers and made them aware of the existence of the products and services. This is not costly and will not greatly affect the revenue that the company will get. The researchers make this product proposal to promote a healthy and nutritious way of eating a bread made from squash. The consumers will be the direct beneficiary for this bread because of its nutritional benefits. It also helps Filipino farming industries in the country through buying and promoting the usage of squash among Filipino favourite foods. Healthy and nutritious bread is rare in todays society because many are tasty yet not that nutritious compared to squash bread. Todays consumer has less time to create wholesome and handmade bread at home so they have nothing to do but to buy at their nearest bakery store and they have this continuous search for healthy and delicious bread.

Nutritional value per 100g (3.5oz.)

Energy69kJ (16kcal)

Carbohydrates3.4 g

Sugars2.2 g

Dietary fiber1.1 g

Fat0.2 g

Protein1.2 g

Vitamins

Vitamin A equiv.beta-caroteneluteinzeaxanthin(1%)10 g(1%)120 g2125 g

Thiamine(B1)(4%)0.048 mg

Riboflavin(B2)(12%)0.142 mg

Niacin(B3)(3%)0.487 mg

Pantothenic acid(B5)(3%)0.155 mg

Vitamin B6(17%)0.218 mg

Folate(B9)(7%)29 g

Vitamin C(20%)17 mg

Vitamin K(3%)3 g

Trace metals

Iron(3%)0.35 mg

Magnesium(5%)17 mg

Manganese(8%)0.175 mg

Phosphorus(5%)38 mg

Potassium(6%)262 mg

Zinc(3%)0.29 mg

Other constituents

Water95 g

Units g =micrograms mg =milligrams IU =International units

Table 2. Nutritional Content Derived from SquashSource: Food and Nutrition Research, 20151.2.2 Plant SiteThe business will be located in front of Molo Plaza along GT Mall. The manufacturing or production site as well as the selling place is located only in Molo Plaza to facilitate and ease customers with the business production and transactions. It has a size of 854 sq. meters and the rental cost is Php 18,000 per month. 1.3 Brief Description of the ProjectThe business is in the bread industry. The pandesal which is the main product of the company is made up of squash as the main ingredient compared to typical breads in the market. This is the competitive advantage of the company because the main product is both nutritious and yummy.

1.4 Project Summary1.4.1 Market FeasibilityThe target market is willing to buy product from the business. According to the survey, 95% of 1,000 respondents agree to buy the product. The business will use various strategies to attract more customers.Also, the target market of the business are large enough and it is increasing every year. Many customers are existing in the market but the business will not be intimidated with these internal and external factors. 1.4.2 Technical FeasibilityThe production area, as well as the selling area, take place in one place which is in Molo Plaza. The equipment and the raw materials needed are carefully selected from the suppliers which is also near in Iloilo City. The business is using a blanket contract wherein supplier will deliver the raw materials 3 days upon request depending upon the supply and demand.

1.4.3 Management FeasibilityThe business will use a participative type of management wherein the customers will have a voice and freedom in suggesting and revealing his or her opinion for the improvement of the organization. This participative management will create an impression to the employees as well as the customers that they are being taken care of by the company making them more committed and loyal to the company. 1.4.4 Social ImpactThe business as part of its corporate social responsibility will dispose its waste properly making the place sanitize. This will ensure that the equipment and food is safe for consumption by the consumers. The business will put garbage cans inside and outside the business where the employees and customers can put their waste. A clean product will be an environment suitable for building relationships and ensure success.

Chapter 2IntroductionBrief Background of the StudyFilipinos are fond of eating. They love to eat anything that they love. One of the food that they fond of is bread. This kind of food prevents them from being hungry for a period of time. Aside from making their stomach full, bread also gives a lot of benefits to their health. The health benefit of bread is that contains high levels of vitamins, calcium, protein and iron. Bread has fiber which is good for digestion and health. Breads do not have much calories. One slice of bread has about 75 calories or can have even less. Bread has low calories; one slice has only 60 calories. Bread also contains mineral, vitamins and niacins. These nutrients are very good for your health and to maintain your weight. Another benefit of bread is to reduce risk of heart diseases and diabetes II (insulin independent type). Also, bread can help you to reduce risk of inflammations. Bread is very good for your digestive system. It reduces risk of gastrointestinal problems. Breads made of whole wheat can regulate your blood sugar levels, cholesterol levels and blood pressure.

Filipinos are fond of eating breads with spreads to make it more tasty and yummy. This will be loved by children who like foods which are sumptuous on their sight and taste. Breads may act as a substitute for some Filipinos instead of rice because it will cure your hunger for a moment. But this kind of food is eaten everyday whether it is on breakfast, meryenda or even at night. In terms of distribution, breads are found everywhere. It is in the grocery store where there are lots of breads available and also in bakeries which is known as the home of fresh breads in town. According to the Food and Nutrition Research Institute (FNRI), all middle-aged and senior citizen Filipinos eat 2-3 slices of bread every day. This statistics shows bread is one of the most favourite food of Filipinos and its already part of their culture. Breads has become a part of daily nutrition and diet. Every Filipino needs 2-3 slices to help add their calorie intake which will give them energy because bread is a great source of carbohydrates.

When it comes to vegetables, not all Filipinos love to eat these foods especially kids. According to the Food and Nutrition Research Institute (FNRI), the most favorite vegetable is Malunggay (Moringa) with 66% of the Filipinos and the most hate is Ampalaya (Bitter Gourd) with 85% of Filipinos. Kalabasa (Cucurbita) ranks 3rd on the most favourite which comprises 56% of Filipinos. This only shows that squash is one of the most favorite of Filipinos. Squash is a part or an ingredient of making every Filipino dish very special. This provides us a tasty dish serve during lunch or dinner.BenefitsDescription

Immune System HealthSquash is an important source of many nutrients, including vitamin C, magnesium, and otherantioxidant compounds.

Managing DiabetesCertain types of squash contain good amounts of dietary fiber, including the polysaccharide known as pectin. Pectin is an essential element in blood sugar regulation throughout the body, making sure that the insulin and glucose activities within the body remain constant and smooth.

Anti-Inflammatory CapacityThe anti-inflammatory activity of squash is due to the presence of omega-3 fatty acids, carotenoids like lutein, zeaxanthin, and beta-carotene, as well as somewhat unusual anti-inflammatory polysaccharides called homogalacturonan.

Lung HealthThe vitamin in highest quantities within squash is vitamin A, and studies have linked vitamin A to a reduction in emphysema, particularly for those people who are consistently exposed to carcinogens like cigarette smoke.

Neural Tube Defects Folic acid, or folate, is integral in developing the neural aspects of infantile health. Neural tube defects have been directly linked to a deficiency in folic acid, so adding squash to your diet is always a good idea.

Cardiovascular HealthThe magnesium and potassium present in squash combine to form a very effective defensive line againstcardiovascular issues.

Asthmatic ConditionsThe antioxidant and anti-inflammatory properties of squash have been linked to a reduction inasthmatic conditions,

Blood CirculationMany different varieties of squash have high levels ofiron and copper, which are both essential components of red blood cells.

Eye HealthBeta-carotene which is found in squash contains an antioxidant compound that is essential for good eye health. High levels of beta-carotene have been connected with reduced chances of macular degeneration, cataracts and glaucoma.

Bone HealthSquash is a valuable source of zinc, calcium, manganese, and other very important trace elements. This can help reduce your chances of developing osteoporosis and ensure strength and durability for your bones.

Table 3. Healthy Eating of Squash Source: Department of Health, 2015 With all of these, bread and squash are favourite foods of Filipino people. It act as an ingredient or intermediate product in making some other products. It is also a nutritious and yummy stuff for Filipinos to eat. As the researchers observed in the society, Filipinos are fond of making innovative and creative products because they have already carrot cake, squash candy, malunggay noodles which already make use of vegetable in making other type of products. Because of this, the researchers came up with this idea of squash bread. A healthy and nutritious bread for anyone which is affordable and deliciously made. Based on the date given by various government institutions, squash and bread are the most favourite food and vegetable of Filipinos and these two are already part of their diet. The researchers think that these two are perfect combination and can be introduced in the market as squash bread. No one has ever yet discovered this type of food and its a pioneer to all the breads in Iloilo City. Every day many type and different kinds of bread are invented and out of the market. Each of the product may compete with one another existing and popular establishment and some are really innovative and may create a new need to the people.

This squash bread is carefully made and baked through choosing among the finest ingredient and equipment which will blend to make the product with quality and be able to meet the expectation of the customer. Breads and squash are found everywhere whether it is on the market, grocery store and bakery. Because of its availability and wide distribution, the researchers think that it would not be difficult to combine these two ingredients. Aside from its wide distribution, the Philippines is now facing three issues which further help us to develop and make squash bread. The issues are the nutrition of Filipinos especially kids, shorten life span of Filipinos and preference of other foods than eating vegetables and breads. According to Department of Health, 7 out of 10 Filipino children are malnourished caused by not eating three times a week, eating junk foods and imbalanced of recommended nutrient intake (RNI). This alarms DOH because having these habits will lead then to be not physically fit to their daily activities. This eating habit is a great problem for all Filipinos because of the entry and existence of more innovative products which are not healthy for them. Further, DOH said that the lifespan for Filipino men and women was shorten by 3 years because of the type of food they eat. These foods contain a lot of chemicals which have tremendous effect on human body. The more you eat, the more you accumulate chemicals within your body which is detrimental. The goal of this paper is to help fight micronutrient malnutrition. Wherein children suffering from vitamin A deficiency were have improved their health condition when being fed with squash breads. Squash breads are proven to help improve the weight of a child and give good eyesight, which results to his or her good performance at school. Department of Science and Technology Region VI is planning to train and assist bakeshops that are willing to adapt the bread making which makes the vegetable as part of the breads main ingredient. Despite of these government initiatives, eating foods other than vegetables is preferred by most Filipinos such as sweets, cheese curls and junk foods. Although Filipinos are in trend of searching for nutritious foods based on Department of Health but majority of them cannot leave this habit.

Also, every day many nutritious foods are invented but it is also a culture of Filipinos to prefer foods that they are used to. A great motivation and action is needed just to change this attitude that Filipinos possessed when it comes to food. Because of these ideas and presented facts, Filipinos really need a food which are both healthy and yummy to them and this is what squash bread can help and offer.Objectives of the StudyThe study has the following goals and objectives:1. To provide Ilonggo people with excellent and quality bread which will meet and reach their expectations through zero defects and no complaints as much as the business can. 2. To promote customer satisfaction at all times in a way that they will become more loyal and patronize the business through greeting and smiling at them showing that the business is there to help them to their wants and needs. 3. To be the best an leading provider of bread business in Iloilo City within five years of operation through quality equipment and supplies and finest and cost effective raw materials. 4. To introduce in the market a new kind of bread which is more delicious and definitely healthy compared to other breads.5. To increase sales by 5% annually through the use of proper an intensive products and making the business competitive.6. To increase new customer rate by 10% every quarter through referrals and walk-in customers. Operational Definition of TermsFor a better understanding and comprehension, the researchers have defined in two ways some frequent terms used in the study. 1. Bread-is astaple foodprepared from adoughofflourandwater, usually bybaking.As used in the study, bread is the product category where the business is in. 2. Competitive Advantage- an advantage that a firm has over its competitors, allowing it to generate greater sales or margins and/or retain more customers than its competition.As used in the study, competitive advantage is the benefits that people can avail in consuming the business product which cannot be found on other competitors. 3. Marketing Mix- refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market.As used in the study, marketing mix is the variables to be considered by squash bread in making the business successful.4. Marketing Strategy- is the goal of increasing sales and achieving a sustainablecompetitive advantage. Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.As used in the study, marketing strategy is the tactics done by the business to defend its resources and valuable assets.5. Minerals- are inorganic nutrients which an essential part of a healthy diet. As used in the study, these are organic molecules found on the squash and bread.

6. Nutrition- the process of eating the right kind of food so you can grow properly and be healthyAs used in the study, nutrition it is the vitamins and minerals derived from consuming squash bread. 7. Palatability- it is being agreeable to taste and conformity to the standards set. As used in the study, palatability is the taste of squash bread based on the market survey.8. Place- refers to the point of sale. In every industry, catching the eye of the consumer and making it easy for her to buy it is the main aim of a good distribution or 'place' strategy.As used in the study, place is the area where the business will be built which is in Molo Plaza.9. Price- refers to the value that is put for a product. It depends on costs of production, segment targeted, ability of the market to pay, supply - demand and a host of other direct and indirect factors.As used in the study, price it is the value given to the customer in exchange for the product.

10. Product- refers to the item actually being sold. The product must deliver a minimum level of performance; otherwise even the best work on the other elements of the marketing mix won't do any good.As used in the study, product it is the squash bread as the main purpose of this business.11. Promotion- refers to all the activities undertaken to make the product or service known to the user and trade. This can include advertising, word of mouth, press reports, incentives, commissions and awards to the trade.As used in the study, it is the way that the business will inform the people of their existence in the market. 12. Puyo- a packaging suited for breads to keep its moisture and freshness. As used in the study, puyo is the packaging of the product to preserve its freshness and prevent it from being contaminated with environmental hazards. 13. Squash- is agenusofherbaceousvinein the gourdfamilyCucurbitaceae, also known as cucurbits, native to the AndesandMesoamerica.As used in the study, squash is the main ingredient of the bread.14. Target Market- A specific group of consumers at which a company aims its products and services.As used in the study, target market is the customer of the business whether they are potential, existing or new.15. Texture- Texture the visual and especially tactile quality of a surface: the characteristic structure of the interwoven or intertwined threads, strands, or the like, that make up a textile fabric.As used in the study, texture is the appearance of the bread whether it is smooth or rough when you touch it.16. Vitamin- is anorganic compoundand a vitalnutrientthat anorganismrequires in limited amounts.As used in the study, these are the vitamins that the consumers can derived from consuming the product.

Scope and Limitation of the StudyThe researchers will use a descriptive type of research method. The data is based on the market survey and data coming from the government institution. The study will be analysed using a thorough percentage method. A survey will be conducted by the researchers by giving them questionnaires. The questionnaire is only limited in asking personal profile and marketing mix. The study will have an overall total of 1,000 respondents. The market survey will be from April 20, 2015 to April 26, 2015 at 8am to 5pm in Molo Plaza, SM City, Central Philippine University, Iloilo Provincial Capitol and Jalandoni Memorial National High School. The researchers choose different type of institutions to have a wider scope and different personalities will be interviewed and encountered. The institutions are chosen because it has the highest number of population entering the place. The study will also involve interviewing government agencies for clarification and verification.

NamePopulationPercent Share to Institution

Molo Plaza (Plaza)9,38738%

SM City (Mall)17,00565%

Central Philippine University(College)8,27124%

Iloilo Provincial Capitol(Government)2,36244%

Jalandoni Memorial National High School(Secondary)1,56743%

Table 4. Population per Place (1 week)The table shows the population per place and their percentage per institution. These areas are the highest among its business with the same industry.

Chapter IIIMarket Study3.1 Objective of the StudyThe market study aims to identify the feasibility of the squash bread. It determine mostly the demand and supply of the business products and raw materials through the result of the questionnaire and the data given by the government. It increases the level of satisfaction and fulfilment of the customers towards the product after they have consumed, saw and smelled it. The study focuses on the marketing strategies of the business through using customers perception. This ensures that the product as it is differentiated in the market because of its squash the market. The price is also in line with the monthly income of the Ilonggos so they will buy it. The placement is in Molo Plaza where manufacturing and selling business is in one place for convenience and easiness. The market study will also forecast demand and supply and analyze it for nest years. This ensures that the business will have a steady supply and people will prefer to buy this products of the business. The business has a lot of competitors in the market such as bakeries, bread companies and groceries. The product of these competitors are already established such Tibiao, JD and Daily Buns. 3.2 MethodologyThis study utilized the descriptive method of research. As widely accepted, the descriptive method of research is a fact-finding study that involves adequate and accurate interpretation of findings. Relatively, the method is appropriate to this study since it aims to describe and interpret the acceptability of the customer toward squash bread. The technique that was used under descriptive method is the survey approach and evaluation, which is commonly used to explore opinions according to respondents that can represent a whole population. The survey is appropriate in this study because it enables the researcher in formulation of generalizations. Specifically, two types of direct-data survey are included in this study. These are questionnairesurvey and interviews. Interviews with researchers, venture capital practitioners, and other colleagues in the academy were conducted to provide further insight about the results of the survey. The direct-data type of survey is a reliable source of first-hand information because the researcher directly interacts with the participants. The questionnaire survey respondents were given ample time to assess the squash bread in terms of its marketing mix. Their own taste and suggestions with breads in practice are necessary in identifying its strengths and limitations.

Since this study is focused on the perception or evaluation of the squash bread, the descriptive method is the most appropriate method to use.Two types of data were used: the primary and the secondary data. The primary data were derived from the answers respondents gave in the self-administered questionnaire prepared by the researcher.In addition, the information obtained from the interview also provided primary research data that supported the study. The secondary data on the other hand, were derived from the findings stated in published documents and literatures related to the research problem.These were based from the recent literatures related to bread and squash production and the concepts cited by the respondents.In terms of approach, the study employed both qualitative and quantitative approaches. The quantitative approach focused on obtaining numerical findings was used with the survey method. The interview on the other hand, made up the qualitative approach of the study as this focused on personal accounts, observations, description and individual insights of the respondents. This study employed the combined approach so as to overcome the limitations of both approaches.Direct-data Survey and RespondentsAccordingly, direct-data survey is used to reveal the status of some phenomenon within an identified class of people, organisations, or regions at a particular time through questionnaire and interview to directly collect information (Brubaker & Thomas, 2000).The aim of the survey is to obtain pertinent data to achieve the research objective.The site of the study was in plaza, school, mall and government institutions where a lot of people converge and flock. Representative samples were taken using a convenient sampling approach. In this research study, the critical examination of the customer attitudes towards the product was made. The responses, observation and approval of the respondents towards these policies were gathered.In this study, the chosen respondents will be selected from different industries and other people who are encountered during the conduction of the study. Interview questions will focus on the research problems and questions.The dissertation used self-administered questionnaire as the main tool in collecting data from a large number of respondents.

This sampling method is conducted where each member of a population has an equal opportunity to become part of the sample. As all members of the population have an equal chance of becoming a research participant, this is said to be the most efficient sampling procedure. In order to conduct this sampling strategy, the researcher defined the population first and survey the people who are in the place at the time and day you conducted the survey. Herein, there were 1, 0000participants for the questionnaire survey 2 individuals from Department of Agriculture and Department of Trade and Industry. The respondents were given 1-3 minutes to complete the survey questionnaire upon request. After collecting the questionnaires, the responses will be tallied, computed, analysed, and recorded.One the other hand, for the personal interviews, most of the interviewees were given time according to their convenience. The means is personal interview. There were only two participants who were willing and/or had the chance to share their time and talk about their experience in the production of squash and bread

3.3 Demand

3.3.1. Consumption for the past Two Years (Pieces)Bread Type20132014

Pandeleche24,837,73626,900,282

Pandesal19,276,39219,675,155

Pancho18,273,90019,917,290

Mongo Bread12,877,90018,998,292

Spanish Roll6,225,3907,276,362

Pan6,213,9837,266,172

Cheese bread5,298,0926,280,382

Others39,930,98245,905,890

Table 5. Consumption of BreadSource: Department of Trade and IndustryThe table shows the total demand made per bread for two years. This data was gathered from all bread manufacturers and bakeries all over the city. Pandeleche is the most common bread bought by Ilonggos. Others constitute breads such as tirin-tirin, ensaymada, pandesosa and many more. 3.3.2. Major Consumers of the Product or ServiceThe target markets of the business are the students, professionals and senior citizens. Based on the survey, these people like to eat breads and vegetables. 998 respondents eat breads while 845 respondents eat vegetables. Most of them age from 19-25 years old and has a monthly allowance or income of Php 5,000.00-Php 10,000.00. They are mostly female and most of them are still student. They eat breads usually during breakfast and meryenda. National Statistics Office, the population of the target market is high in that it is able to maintain the position of the business in the market. The business cannot make everyone a customers but it will do its best just to maintain the satisfaction of customers whether they are existing, new or potential. 3.3.3. Project DemandYearPopulation of Target MarketDemand Per YearFrequency

201586,87667,532Twice/week; 8 times/month; 96 times/year

201691,28671,722Twice/week; 8 times/month; 96 times/year

201795,74775,960Thrice/Week; 12 times/month;144 times/year

2018100,25980,246Thrice/Week; 12 times/month;144 times/year

2019104,82284,581Thrice/Week; 12 times/month;144 times/year

Table 6. Forecasted Demand for Five YearsSource: Market StudyThe table shows the demand of the business products for five years. 956 respondents will buy the product or 95% out of 1,000 respondents. The demand is 95% of the total population and it is increasing by 5% every year. Much of the respondents said that they will buy squash bread three twice a week or equivalent to 435 respondents. The total population comes from high school to college students, office workers and senior citizens. But on the 3rd year up to the preceding year, the business aim for three times a week consumption through making the product more delicious and intensive promotions.

VariablesVery SatisfyingSatisfyingDissatisfying

Palatability9454015

Appearance/Texture978193

Scent/Smell9154639

Table 7. Satisfaction of Customers to BreadSource: Market Study

The table shows the level of satisfaction of the customers given the three variables such as palatability, appearance and scent. For palatability or taste, 945 respondents said that it is satisfying and 15 respondents does not like the taste. They said that they cannot taste the squash flavour in the bread. For the appearance, 978 said that it is smooth and not rough to the hands while 3 was dissatisfied when it comes to texture because they feel it rough when they touch it. 915 said that it has a good smell because of the ingredients while 39 was dissatisfied with the smell or the breads scent. 3.4 Supply 3.4.1. Supply for the past YearsBread Type20132014

Pandeleche25,897,26127,621,168

Pandesal20,907,21120,996,146

Pancho19,835,15220,766,152

Mongo Bread13,745,11113,911,627

Spanish Roll7,373,1178,166,271

Pan7,903,2718,289,261

Cheese bread6,146,2947,679,152

Others44,376,28848,992,167

Table 8. Production of BreadSource: Department of Trade and Industry

The table shows the total production made per bread for two years. This data was gathered from all bread manufacturers and bakeries all over the city. Pandeleche is the most common bread produce by Ilonggos. Others constitute breads such as tirin-tirin, ensaymada, pandesosa and many more.

3.4.2. Projected SupplyThe supplier of flour, sugar, yeast, butter, salt and oil is Gdiths Marketing and the supplier of our Kalabasa is Mr. Fernando Porras from Zarraga, Iloilo. YearTarget Supply per Month

2015540,256

2016573,776

2017607,680

2018641,968

2019676,648

Table 9. Target Bread SupplySource: Department of Trade and Industry

The table shows the monthly supply of bread through multiplying the frequency of 8 times/month for the first two years then 12 times for the next three years to the total demand. 20132014

Squash Production (Metric Tons)9,769 tons10,624

Table 10. Yearly Production of Squash (tons)Source: Department of Trade and Industry20132014

Flour Production (sacks)18,278 sacks20,188 sacks

Table 11. Yearly Production of Flour (grams)Source: Department of Trade and Industry

ItemMonthlyUnit PriceAmount

FlourWhite sugarYeastSaltButterOilKalabasa 100 sacks2 sacks8 kilo1,000 grams4,500 grams950 grams10,000 piecesPhp 8,890.005,050.001,162.001.255.003.0015.00Php 97,790.0010,100.0013,944.001,250.0022,500.002,850.00150,000.00

Table 12. Monthly Supply and Value for 2015The table shows the total expenses per month for the ingredients of making the total supply of breads given above. Flour constitutes the highest cost. ItemQuantityPriceAmount

Paper BagBig 20,000Small 30,0003.00/ pcs2.00/ pcsPhp 60,000.0060,000.00

Printing50, 0003.00/ pcsPhp 120,000

Table 13. Packaging CostsSource: Department of Trade and Industry

For the supplier of our packaging the Puyo (Paper Bag) will be supplied by the Society Commercial Inc. and the labelling in our packaging will be printed by Panorama Printing Press.3.5 Demand and Supply AnalysisBread Type20132014

DemandSupplyDemandSupply

Pandeleche24,837,73625,897,26126,900,28227,621,168

Pandesal19,276,39220,907,21119,675,15520,996,146

Pancho18,273,90019,835,15219,917,29020,766,152

Mongo Bread12,877,90013,745,11118,998,29213,911,627

Spanish Roll6,225,3907,373,1177,276,3628,166,271

Pan6,213,9837,903,2717,266,1728,289,261

Cheese bread5,298,0926,146,2946,280,3827,679,152

Others39,930,98244,376,28845,905,89048,992,167

Table 14. Gap in Demand and SupplySource: Bureau of Trade and IndustryFor the demand and supply of different types of bread, the producers always monitor the demand and supply to prevent loss and deficits.

3.6 Projected Sales/Market ShareCompetitorsSalesMarket Share

Kalabasa PanaderiaPhp 2, 701, 2808.86%

MercyPhp 2,987,2829.80%

DelifranzPhp 1,283,9004.21%

Carlos BakeshopPhp 2,162,2827.09%

TibiaoPhp 5,908,27119.34%

GoldilocksPhp 10,267,39133.68%

JDPhp 5, 178,109 16.98%

TotalPhp 30,488,515100.00

Table 15. Market ShareSource: Securities and Exchange Commission To get market share, it is sales divided by the total sales. The market share of squash bread is 8.86% and it ranks 5th among 7th major competitors and it is already good for the starting company. It will also pushed itself so hard to get the leadership in the market.

3.7 Marketing Strategy/ProgramsAs what any other business is aiming, squash bread has a dream to become competitive and be able to return all the owners return of investments on the business.This will all become possible with proper decision and deliberate planning of the marketing strategies of the business. In setting marketing strategies, the business will consider its product, expenses in producing the product, the trade area of the business, its distribution system and external factors (political, economic, social and technological). Squash bread is unique in the eyes of the people because many breads are available in the market but there is no bread that contains equal as the main ingredient. The product of the business is establish from other breads in the market. This will ensure that people will buy the product and assurance of becoming successful and profitable. The business will also consider the expenses that it will incur during its operation. Rent, utilities, salaries, maintenance, raw materials, supplies, equipment and many other things are also considered.

The place of the business and the distribution system is a great source of profitability of the business. It is located in Molo Plaza because it has the highest market traffic based on the researchers market study. 3.7.1 ProductSquash bread is a new product offering in the market. The process of making the product is powdering squash and mix it with flour, sugar and butter and oil so that it will not stick on the paper. This is done through the mixer with yeast and make it into circles and put it in the oven. The maximum time of baking is 15 minutes. The product is in the category of bread specifically pandesal which is one of the favorite of all Filipinos. The product is innovative and creative in a way that it is new in the market. The business use product differentiation strategy which means that the product is unique and pioneer in the market. It will be preferred by the people because it is a quality product, good taste and fresh in the eyes of the people. This strategy will create an impact on the perception of the customers regarding the product.

3.7.1.1. Product Category/Quality/StyleThe product is in the bread category specifically pandesal. It is quality because of its trusted and quality raw materials and equipment from the supplier. 3.7.1.2. BrandThe brand name is Squash Bread which can easily posed on the consumers that the bread has a squash fLavor.3.7.1.3. PackagingThe product is being put in a puyo a plastic which contains squash bread. The puyo keeps the product fresh and with quality, appearance and taste. The packaging has the logo of squash bread to symbolize differentiation and good services offered to the customer. This packaging will create an impression that the business is caring for the product it offers to the customer and also for their safety and satisfaction. This is also a part of the business corporate social responsibility to every customers because it will lead to loyalty and patronage.

3.7.2 PricingTo ensure that the business will become profitable, a mark-up percentage of 25% is set. The business will total all the expenses for raw materials and divide it to the total number of products produced then a 25% will be got. This mark-up will be the profit less operating expenses that the company will incur during its operation. The product will be sold at a price of Php 5.00 to Php 6.00. The cost plus pricing strategy will ensure profitability of the business in a way that it is able to achieve its objectives, mission and vision and continue to expand in the near future. This pricing tactic is necessary for the continuation of the business for many years. PriceNumber of RespondentsAmount

Php 1.00-2.00125Php 250.00

Php 3.00-4.00397Php 1,576.00

Php 5.00-6.00478Php 2,868.00

Table 16. Price SensitivitySource: Market StudyThis is the price sensitivity which shows the total amount that the company will generate upon payment of the customers. 5 to 6 pesos are much higher compared to others and it has also the highest dental or medical fee. 3.7.3 Place or DistributionThe business will be using exclusive distribution strategy wherein it has only one production and business area. It has only one branch and it is exclusive only for one area which is in Molo. This strategy will focus the management on the area of the pace and on how they are going to distribute their products more intensively and efficiently. 3.7.4 Promotion/AdvertisingFor promotion activities, the business will use flyers to reach the people in locality. Flyers price ranges from 1 peso to 10 pesos and this is much cheaper compared to other advertising medium. This is a cost effective type of promotion because it is affordable yet it can reach a large group of people. Based on the survey, most people prefer to use flyers when promoting a product because it can easily reach them. The business will also use radio advertisement to reach people because many of them are fond of listening to the radio. Using radio advertisement is also affordable because it ranks 4th. The people will also be convinced to buy and become attracted because of the integrated effects of the advertisement that is why it is called integrated marketing strategy. This is a perfect combination for any starting business because it needs a lot of promotion to inform the existence of the business. To gain back the expenses of the company, it needs to rely heavily on advertisements. Every week or month, there is promotion for each customer. The business will grow because of its initiative in giving various promotions to the public. The business will focus on the customer because it will create word of mouth to have many customers. Activities such as buy 3 dozens of squash bread get 3 bread promo, Juice promo Buy 2 dozens of bread get unlimited juice for free and available during MWF only and buy 3 dozens of bread get a 5% off promo are things and activities that the business will do for their marketing.