A.

Product Description

B. Demand Analysis

Demand is computed by getting the population in the 25-km radius within

Maginhawa Street, Quezon City for the year 2012 which is 9,677,695 multiplied by market

acceptability which is obtained by getting the percentage of respondents who like ice

cream which is 98.5 % and multiplied to the frequency of agreement. We categorized the

frequency of agreement into 4 types which are once a week, twice a week, once a month,

twice a month and thrice a month with percentages of 21.76%, 16.67%, 30.92%, 23.03%

and 7.63% respectively.

Table 1 Past Demand Analysis

Frequency of Agreement
Market Target Twice a Once a Twice a Thrice a Annual
Year Once a week
Acceptability Population week month month month Demand
(21.76%)
(16.67%) (30.92%) (23.03%) (7.63%)
2012 98.25% 9,677,695 101,081,594 154,874,096 35,908,121 53,490,558 26,582,694 371,937,063

2013 98.25% 9,917,883 103,590,300 158,717,859 36,799,312 54,818,121 27,242,440 381,168,030

2014 98.25% 10,167,065 106,192,958 162,705,572 37,723,877 56,195,401 27,926,894 390,744,701

2015 98.25% 10,425,708 108,894,436 166,844,692 38,683,547 57,624,974 28,637,335 400,684,984

2016 98.25% 10,694,307 111,699,902 171,143,141 39,680,158 59,109,576 29,375,124 411,007,901

2017 98.25% 10,973,792 114,619,068 175,615,796 40,717,160 60,654,346 30,142,813 421,749,182

Projected Demand

The annual increase of demand for the year 2018-2022 is based on the annual

population growth rate from 2010 - 2016 by 2.45%. The annual projected demand was
 obtained by multiplying the market acceptability to the frequency of agreement and target

population.

Table 2 Projected Demand Analysis

Frequency of Agreement
Market Target Once a Twice a Thrice a Annual
Year Once a week Twice a week
Acceptability Population month month month Demand
(21.76%) (16.67%)
(30.92%) (23.03%) (7.63%)
2018 98.25% 11,253,278 117,538,233 180,088,451 41,754,161 62,199,116 30,910,503 432,490,463
2019 98.25% 11,543,648 120,571,098 184,735,312 42,831,553 63,804,053 31,708,093 443,650,109
2020 98.25% 11,845,453 123,723,384 189,565,149 43,951,368 65,472,186 32,537,089 455,249,176
2021 98.25% 12,159,271 127,001,153 194,587,244 45,115,759 67,206,722 33,399,085 467,309,963
2022 98.25% 12,485,717 130,410,821 199,811,432 46,327,006 69,011,057 34,295,768 479,856,084

C. Supply Analysis

The data below shows the supplier or competitors of Frozen Booze in the nearby

area of our location, the following data is gathered by interviewing their staffs and also by

observing them. Stating their weekly, monthly and annually visitors.

 Table 3 Competitors

Total Population
Type Ice Cream Brands Market Acceptability (2017)
(Segemented by Age 18 y/o )

Dairy Queen 98.25% 10,973,792

Cold Stone 98.25% 10,973,792
Baskin & Robins 98.25% 10,973,792
Gelatissimo 98.25% 10,973,792
Ice Cream Store

Caramia 98.25% 10,973,792

Mochi Crme 98.25% 10,973,792
BLK 513 98.25% 10,973,792
Miguelito's 98.25% 10,973,792
Sebastian's 98.25% 10,973,792
Mad Mark's 98.25% 10,973,792
Iceberg's 98.25% 10,973,792
Crepes & Cream 98.25% 10,973,792
Selecta 98.25% 10,973,792
Nestle 98.25% 10,973,792
Convenient Store/Grocery

Magnolia 98.25% 10,973,792

Dan Eric's 98.25% 10,973,792
Arce Dairy 98.25% 10,973,792
Carmen's Best 98.25% 10,973,792
Big Scoop 98.25% 10,973,792
Ben & Jerry's 98.25% 10,973,792
Fruits in Ice Cream 98.25% 10,973,792
Blue Bunny 98.25% 10,973,792
Haagen Daz 98.25% 10,973,792
 Percentage of Percentage of Number of
Respondents who Repondents
Type Ice Cream Brands preffered "Brand" when Patronize Ice
Population per
buying Ice Cream Cream Brands Brand

Dairy Queen 64.63% 26.19% 1,824,925

Cold Stone 64.63% 9.14% 637,194
Baskin & Robins 64.63% 6.73% 468,975
Gelatissimo 64.63% 3.66% 254,878
Ice Cream Store

Caramia 64.63% 0.44% 30,585

Mochi Crme 64.63% 0.07% 5,098
BLK 513 64.63% 0.07% 5,098
Miguelito's 64.63% 0.07% 5,098
Sebastian's 64.63% 0.07% 5,098
Mad Mark's 64.63% 0.07% 5,098
Iceberg's 64.63% 0.07% 5,098
Crepes & Cream 64.63% 0.07% 5,098
Selecta 64.63% 22.82% 1,590,437
Nestle 64.63% 18.29% 1,274,389
Convenient Store/Grocery

Magnolia 64.63% 9.95% 693,268

Dan Eric's 64.63% 0.66% 45,878
Arce Dairy 64.63% 0.51% 35,683
Carmen's Best 64.63% 0.29% 20,390
Big Scoop 64.63% 0.22% 15,293
Ben & Jerry's 64.63% 0.22% 15,293
Fruits in Ice Cream 64.63% 0.15% 10,195
Blue Bunny 64.63% 0.15% 10,195
Haagen Daz 64.63% 0.07% 5,098
 Frequency of Agreement
Type Ice Cream Brands Once a week Twice a week Once a month Twice a month Thrice a month
(21.76%) (16.67%) (30.92%) (23.03%) (7.63%)

Dairy Queen 19,060,975 29,204,637 6,771,201 10,086,725 5,012,704

Cold Stone 6,655,368 10,197,150 2,364,246 3,521,901 1,750,246
Baskin & Robins 4,898,351 7,505,102 1,740,085 2,592,119 1,288,181
Gelatissimo 2,662,147 4,078,860 945,698 1,408,760 700,098
Ice Cream Store

Caramia 319,458 489,463 113,484 169,051 84,012

Mochi Crme 53,243 81,577 18,914 28,175 14,002
BLK 513 53,243 81,577 18,914 28,175 14,002
Miguelito's 53,243 81,577 18,914 28,175 14,002
Sebastian's 53,243 81,577 18,914 28,175 14,002
Mad Mark's 53,243 81,577 18,914 28,175 14,002
Iceberg's 53,243 81,577 18,914 28,175 14,002
Crepes & Cream 53,243 81,577 18,914 28,175 14,002
Selecta 16,611,799 25,452,086 5,901,158 8,790,665 4,368,613
Nestle 13,310,737 20,394,300 4,728,492 7,043,802 3,500,491
Convenient Store/Grocery

Magnolia 7,241,041 11,094,499 2,572,300 3,831,828 1,904,267

Dan Eric's 479,187 734,195 170,226 253,577 126,018
Arce Dairy 372,701 571,040 132,398 197,226 98,014
Carmen's Best 212,972 326,309 75,656 112,701 56,008
Big Scoop 159,729 244,732 56,742 84,526 42,006
Ben & Jerry's 159,729 244,732 56,742 84,526 42,006
Fruits in Ice Cream 106,486 163,154 37,828 56,350 28,004
Blue Bunny 106,486 163,154 37,828 56,350 28,004
Haagen Daz 53,243 81,577 18,914 28,175 14,002
 Ave. Population
Total Supply Sales Growth
Type Ice Cream Brands Growth Rate
Annually Rate
(2010-2016)

Dairy Queen 70,136,241 2.45% 1,718,338

Cold Stone 24,488,911 2.45% 599,978
Baskin & Robins 18,023,838 2.45% 441,584
Gelatissimo 9,795,564 2.45% 239,991
Ice Cream Store

Caramia 1,175,468 2.45% 28,799

Mochi Crme 195,911 2.45% 4,800
BLK 513 195,911 2.45% 4,800
Miguelito's 195,911 2.45% 4,800
Sebastian's 195,911 2.45% 4,800
Mad Mark's 195,911 2.45% 4,800
Iceberg's 195,911 2.45% 4,800
Crepes & Cream 195,911 2.45% 4,800
Selecta 61,124,322 2.45% 1,497,546
Nestle 48,977,822 2.45% 1,199,957
Convenient Store/Grocery

Magnolia 26,643,935 2.45% 652,776

Dan Eric's 1,763,202 2.45% 43,198
Arce Dairy 1,371,379 2.45% 33,599
Carmen's Best 783,645 2.45% 19,199
Big Scoop 587,734 2.45% 14,399
Ben & Jerry's 587,734 2.45% 14,399
Fruits in Ice Cream 391,823 2.45% 9,600
Blue Bunny 391,823 2.45% 9,600
Haagen Daz 195,911 2.45% 4,800
 Past Supply Analysis

Table 4 Past Supply Analysis

Baskin & Robins

Mochi Crme
Dairy Queen

Gelatissimo

Miguelito's
Cold Stone

Year

Caramia

BLK 513
2012 61,544,552 21,489,019 15,815,918 8,595,608 1,031,473 171,912 171,912 171,912
2013 63,262,889 22,088,998 16,257,502 8,835,599 1,060,272 176,712 176,712 176,712
2014 64,981,227 22,688,976 16,699,086 9,075,590 1,089,071 181,512 181,512 181,512
2015 66,699,565 23,288,954 17,140,670 9,315,582 1,117,870 186,312 186,312 186,312
2016 68,417,903 23,888,933 17,582,254 9,555,573 1,146,669 191,111 191,111 191,111
2017 70,136,241 24,488,911 18,023,838 9,795,564 1,175,468 195,911 195,911 195,911
Crepes & Cream
Mad Mark's
Sebastian's

Year

Dan Eric's
Magnolia
Iceberg's

Selecta

Nestle

2012 171,912 26,090 171,912 171,912 53,636,592 42,978,039 23,380,053 1,547,209

2013 176,712 26,090 176,712 176,712 55,134,138 44,177,995 24,032,830 1,590,408
2014 181,512 26,090 181,512 181,512 56,631,684 45,377,952 24,685,606 1,633,606
2015 186,312 26,090 186,312 186,312 58,129,230 46,577,909 25,338,382 1,676,805
2016 191,111 191,111 191,111 191,111 59,626,776 47,777,865 25,991,159 1,720,003
2017 195,911 195,911 195,911 195,911 61,124,322 48,977,822 26,643,935 1,763,202
 Fruits in Ice Cream
Carmen's Best

Ben & Jerry's

Haagen Daz
Year

Blue Bunny
Arce Dairy

Big Scoop

TOTAL
2012 1,203,385 687,649 515,736 72,221 343,824 343,824 24,074 234,266,741
2013 1,236,984 706,848 530,136 530,136 353,424 353,424 176,712 241,414,657
2014 1,270,583 726,047 544,535 544,535 363,024 363,024 181,512 247,971,220
2015 1,304,181 745,247 558,935 558,935 372,623 372,623 186,312 254,527,783
2016 1,337,780 764,446 573,334 573,334 382,223 382,223 191,111 261,249,368
2017 1,371,379 783,645 587,734 587,734 391,823 391,823 195,911 267,810,731

Projected Supply Analysis

The projected supply was determined by the population growth rate of 2.45%.

Table 5 Projected Supply Analysis

Baskin & Robins

Mochi Crme
Dairy Queen

Gelatissimo

Miguelito's
Cold Stone

Year
Caramia

BLK 513

2018 71,854,579 25,088,889 18,465,423 10,035,556 1,204,267 200,711 200,711 200,711

2019 73,572,917 25,688,868 18,907,007 10,275,547 1,233,066 205,511 205,511 205,511
2020 75,291,255 26,288,846 19,348,591 10,515,538 1,261,865 210,311 210,311 210,311
2021 77,009,593 26,888,824 19,790,175 10,755,530 1,290,664 215,111 215,111 215,111
2022 78,727,931 27,488,803 20,231,759 10,995,521 1,319,463 219,910 219,910 219,910
 Crepes & Cream
Mad Mark's
Sebastian's
Year

Dan Eric's
Magnolia
Iceberg's

Selecta

Nestle
2018 200,711 200,711 200,711 200,711 62,621,868 50,177,779 27,296,712 1,806,400
2019 205,511 205,511 205,511 205,511 64,119,414 51,377,735 27,949,488 1,849,598
2020 210,311 210,311 210,311 210,311 65,616,960 52,577,692 28,602,264 1,892,797
2021 215,111 215,111 215,111 215,111 67,114,505 53,777,649 29,255,041 1,935,995
2022 219,910 219,910 219,910 219,910 68,612,051 54,977,605 29,907,817 1,979,194

Fruits in Ice Cream

Carmen's Best

Ben & Jerry's

Haagen Daz
Year

Blue Bunny
Arce Dairy

Big Scoop

TOTAL
2018 1,404,978 802,844 602,133 602,133 401,422 401,422 200,711 274,372,094
2019 1,438,577 822,044 616,533 616,533 411,022 411,022 205,511 280,933,456
2020 1,472,175 841,243 630,932 630,932 420,622 420,622 210,311 287,494,819
2021 1,505,774 860,442 645,332 645,332 430,221 430,221 215,111 294,056,182
2022 1,539,373 879,642 659,731 659,731 439,821 439,821 219,910 300,617,545

D. Demand - Supply Analysis

The Demand-Supply Analysis is necessary to determine the market share of

Frozen Booze.
 The gap is obtained by subtracting the annual demand and annual supply and then

the result shows the available market for Frozen Booze.

Table 6 Past Demand-Supply Analysis

Unserved
Year Demand Supply Gap Served Market
Market

2012 365,428,165 234,266,741 131,161,424 64% 36%

2013 374,497,590 241,414,657 133,082,933 64% 36%
2014 383,906,669 247,971,220 135,935,449 65% 35%
2015 393,672,997 254,527,783 139,145,213 65% 35%
2016 403,815,263 261,249,368 142,565,895 65% 35%
2017 414,368,571 267,810,731 146,557,841 65% 35%

Projected Demand-Supply Analysis

Table 7 Projected Demand-Supply Analysis

Unserved
Year Demand Supply Gap Served Market
Market
2018 424,921,880 274,372,094 150,549,787 65% 35%
2019 435,886,232 280,933,456 154,952,775 64% 36%
2020 447,282,316 287,494,819 159,787,496 64% 36%
2021 459,132,039 294,056,182 165,075,857 64% 36%
2022 471,458,602 300,617,545 170,841,057 64% 36%
Market Share

Figure 1 Market Share of Served and Unserved Market

Market Share for 2017

2.08%
2.36%
4.35%

5.91%
Unserved Market
Dairy Queen
6.43% 35.37% Selecta
Nestle
Magnolia
11.82% Cold Stone
Baskin & Robins
Gelatissimo
Others
14.75%
16.93%

The table shows the unserved market is 35.37 % and the nearby competitors has

a total of 64.63%.