Luyammy

Submitted by:

Bayan, Francheska Jaiynne

Espejo, Kyrelle

Galang, Lorevi

Mauro, Olivia

Payang, Sophia

Ragadio, Alec Louie

Villaflores, Mark Andrei

Submitted to:

Mr. Jhonnet Kim D. Galit

 CHAPTER 1

INTRODUCTION

This chapter includes the background of the study which provides an overview that gives

initial information regarding the problem. In addition it also includes the statement of the problem

which has the question that will be answered soon by the research. Furthermore, scope and

delimitation will help explaining the depth of exploration and control factors that the researcher

chooses to narrow the scope of the study and the significance of the study will help to determine

the beneficiaries of the research.

BACKGROUND OF THE STUDY

The Filipinos are known to have a colorful culture, most of which tracing back from the

pre-colonial period that up until now, is still reflected in the everyday living of the people. In fact,

it is because of the vibrant culture of the Philippines that many tourists come and visit the country

(Garcia, 2016). The most evident implication of the Filipino culture is seen on the different

delicacies that Filipinos eat every day. From the mouthwatering chicken and pork adobo to the

classic, tangy sinigang, it is affirmative that the foods present in today's generation are a trademark

of how varied the Philippine culture is like. Furthermore, the vibrant hues of the Philippines are

communicated to the taste buds of the Filipinos through an array of sweet treats. The most notable

of all is the Pastillas, a classic Filipino treat made out of milk and sugar. It has been around for a

long time, and the adults of today who were the kids of the past are very fond of eating Pastillas.

Truly, the candied milk is wondrous creation that has gone through different generations.

Overtime, many variations of the product have been created. Pandan, ube, and chocolate flavored

candied milk are among the variations people can choose from aside from the classic milky taste.
This evolution of the original milky pastillas encouraged the researchers to develop a new variation

of the treat. The Luyammy is a turmeric flavored pastillas that is surely a new and exciting

introduction to the Filipino tastebud. The main ingredient used in the product is Turmeric, a plant

that belongs to the Ginger family. It is characterized by having long leaves and yellow flowers,

and it grows on tropical areas (Akpolat et al., 2010; Prasad et al., 2014). While it is known as a

spice in many countries such as Iran, China and Polynesia, the Turmeric has also been used for

medicinal a purpose which dates back to 2500 years ago in some Asian countries (Gupta et al.,

2013). In fact, the plant has been constantly used in Aryuveda and some Chinese provinces as a

type of herbal medicine that gives protection against certain diseases. (Deoghate and Gade, 2015).

Among the components of Tumeric, Curcumin contains the most nutrients that can help a person

gain immunity from diseases. The chemical structure of the curcumin shows that it has antioxidant,

antimicrobial, anti-inflammatory, antiangiogenic, antimutagenic, and antiplatelet aggregation

properties that are all needed for the human body to function well (Patil et al., 2009; Shehzhad et

al., 2013; Prahsad et al., 2014; Deoghate and Gade, 2015). With that, the researchers came up with

the idea of incorporating a good source of curcumin into the favorite treats of the Filipinos. With

Luyammy, it will be possible for the people to absorb the nutrients of the turmeric in a form of

desert. Not only will it serve as a sweet alternative to the usual pastillas that are served after meals,

but it can also provide a healthier option for the customers without having to sacrifice their sweet

cravings. The curcumin found in every turmeric has potentials in aiding the protection of the body

from the development of cancer and other cardiovascular diseases ( Gupta et al., 2013; Prahsad et

al., 2015), and with a piece of Luyammy, the customer is being taken away from the possible

dangers of living an unhealthy lifestyle may result into.

 In addition, Luyammy will introduce a new taste to the tastebuds of the people since it is

not just a sweet treat, but it also has a slight hint of spiciness that is a desirable palate cleanser

every after meals. The researchers took into consideration the benefits the customers may gain

from the consumption of the product, and so they made sure that with each bite of the Luyammy

pastillas, they will get the nutrients their body needs to suffice their daily activities, while also

satisfying their sweet cravings.

STATEMENT OF THE PROBLEM

To provide a product that would cater to the demand for confections while

providing a healthier option for consumers.

1. How will the product be introduced to the target market?

What is the demographic profile of the product's target market?

What measures will the business take in order to promote and sell its product to the

market?

1.3. How will the business ensure that the market will like the product?

2. How will the business be able to prevail with the competition on the different

brands offering the same product?

What makes the product different from its competitors?

How will the product be a better option compared to its competitors?

What strategies will the business utilize in order to be ahead of the competition?
 3. What makes the product a better option for the market?

What attributes of the product make it unique from all the other brands of pastillas?

What bebefits can the customers get from the purchase of the product?

How is the product going to land an impact on the customers' food preference?

Objectives

It is an undeniable fact that Filipinos are fond of eating sweets. Many dishes in the Filipino

cuisine involve the use of sugar and other sweetening agents, and the country has a lot of sweet

delicacies that are sure to satisfy the sweet tooth of the masses. According to Lasco (2017), the

prevalence of sugar in most of the Filipino foods are due to the fact that sugarcane happens to be

one of the country's top produced crop. With this, many different treats are created in order utilize

the sugarcane plant. However, the constant and heavy consumption of the Filipinos of sweet foods

has led them to become prone to developing diabetes and other cardiovascular diseases. A study

made by the World Health Organization in 2016 revealed that Diabetes accounts to 6% of the total

number of deaths in the Philippines with the number of deaths due to high glucose content

amounting to almost 50,000. With this, the researchers aims to gain insights on a product that can

cater to the demand of the Filipinos for confectionaries while also providing a healthy option for

the market to choose.

SPECIFIC OBJECTIVES

 To instill awareness on the people of a product capable of satisfying their demand for

sweets while also providing numerous health benefits.

  To utilize the Turmeric's potentials in preventing the occurrence of diabetes and other

cardiovascular diseases by incorporating it to a classic Filipino treat.

 To appeal to the customers with a new eating experience with a product that features both

the sweet taste of the classic Pastillas and the slightly spicy taste of Turmeric.

Significance of the Product

There’s a saying that goes “You are what you eat” but according to Sarrah Elliot (n.d.),

eating healthy can be tough as the types of food that usually tastes good have a lot of fats, salts or

sweets; they are high in calories and low in nutrients that our bodies need. For one, Filipinos love

to eat sweets but eating too much of it is bad for the health and in order to avoid this, the researchers

made a product called “Luyammy” wherein it is a healthier option compared to all the pastillas

that is available in the market today as it contains turmeric that can give a lot of health benefits to

its consumers. Listed below are the benefits of the Luyammy Pastillas to the consumers:

 People whose family has a history of having cancer or Alzheimer's Disease.

Turmeric has a chemical compound called curcumin which contains anticancer

properties and can increase the level of brain-derived neurotrophic factor (BDNF).

BDNF plays an important role in keeping the neurons healthy which is needed in

learning and memory. By consuming Luyammy Pastilllas, cancer and alzheimer's

disease may be prevented or even treated.

 People who are prone to heart disease. Curcumin can also improve the endothelial

function which helps in regulating blood pressure. With that, heart diseases may be

prevented.
  People who have sweet tooth. Pastillas is a famous candied milk which contains high

sugar levels. Some people limit their consumption of pastillas because too much of this

may cause diabetes. Luyammy Pastillas is intended to help people satisfy their cravings

without having concerns on their health condition with the help of curcumin that may

treat and prevent diabetes.

 Elderly. Turmeric has a lot of benefits and one of those is the prevention and treatment

for arthritis. As people grow old, they become prone to disorders. Curcumin also

contains anti-inflammatory properties. Consuming Luyammy Pastillas will help

strengthen people.

 Students. Most of the students are experiencing stress or even depression. Studies

show that stress lowers the level of BDNF and having low levels of BDNF causes

depression. Curcumin can boost the level of BDNF. By consuming Luyammy Pastillas,

depression can be treated.

SCOPE AND DELIMITATION

The study aims to determine the obstacles the company will face as a start up business. This

covers the production of pastillas as a possible business product. The aspects look into were

the market value and the profitability of the product. Moreover, this study is only intended for

the students and faculty members of the Technological Institute of the Philippines during the

school year 2019-2020. Cooperation among the intended respondents is of utmost importance

in order to achieve the goal of the study.

 CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

I. PASTILLAS

A. HISTORY AND EVOLUTION

Pastillas traces back its origins to San Miguel, Bulacan where it began as a homemade

milk soft candy in homes of farmers tending to cows. Pastillas de Leche its name implies

is made with cow's or carabao's milk mixed with sugar and sometimes a bit of citrus.

According to Macy Alcaraz(2019), Pastillas can also be flavored with different fruits and

extracts that's why you'll find some stores carrying candies that come in mango, durian,

ube, and more. In Bulacan, they celebrate the Pastillas Festival annually since 2006. The

intricate art of pabalat is also highlighted. The more traditional makers create elaborate

pieces of artwork using colorful papel de hapon that is used to wrap the candy. Not a lot of

people have continued this tradition, that's why it's even more special.

Although it bears a strong similarity to dulce de leche and caramel candies in base

ingredients and cooking technique, a pastilla de leche is neither as smoothly viscous as the

former nor as chewy as the latter. Instead, variations can have consistencies ranging from

soft cookie dough to the granular firmness of maple sugar candy.

Pinoy pastillas, is available describes a hard candy that first appeared in Spanish

pharmacies between the late 19th and early 20th centuries, and was marketed as a

nutritional supplement and cough drop for children. In contrast, Filipinos may have been

making pastillas de leche well before this period and descriptions do not mention any

palliative purpose, other than as a cure for homesickness.

 While it's possible that pastillas de leche were so named to give it a more “sosyal”

connotation, the more likely explanation is rather benign. One need only think back to the

etymology of pastilla, then look at the Filipino sweet's traditional shape: an inch-long piece

of confection rolled into a small, sugar-covered loaf. Though the candy recipe itself does

not appear to have a direct Spanish antecedent, it is rooted in Spanish colonial influence.

Nearly everyone agrees that pastillas de leche originated in the province of Bulacan, located

north of Manila. This proximity to the seat of colonial rule in the Philippines made it an

important source for the city's supply of various goods, which were produced on large

estates owned by Spanish Catholic friars. The province was also home to many of a class

of Filipino intellectuals called Ilustrados, who were expected to be educated in Spain and

speak fluent Español in order to claim this social status. Given that it was essentially a

lingua franca of Bulacan, it is really no surprise that a Spanish name would be bestowed on

a food created there.

B. CONNECTION TO FILIPINO CULTURE

 Pastillas as a Modern confection

Pastillas is one of the most famous confections here in the Philippines and it is defined

by Mirasol (2017) as a Filipino favorite soft candy that tastes better than it looks. In addition

to this, Pamana (2015), stated that the available pastillas that can be found in the market

now comes with not just various wrappers but in different assorted flavors as well such as

pastillas de ube and those that are made out of langka,yema, keso and even toasted pastillas,

which are all deliciously sweet in their own way.

 Pastillas as a common token or gift

According to Mapanoo (2019), the pastillas is a unifying symbol that has been a part of

the Filipino culture as a token or gift. It is given to friends, family members, and loved ones

on birthdays, weddings, and other special occasions as a gift. This is why pastillas remains
to be an iconic treat that every Filipino enjoys eating. In addition, Thomas (2017) said that

pastillas is sold in almost every sari-sari store in the Philippines, given as a treat for young

kids to enjoy. Because it is a dessert made out of milk and sugar, the kids are always quick

to develop a liking of the confection. This is why many Filipinos always choose pastillas

as a go-to gift.

II. TURMERIC

A. Healthy Benefits

 Physical aspect

According to Ph.D. Wilson,(2017) Turmeric can help to relieve the pain. Even doctors

cite their own anecdotal experience with turmeric as a pain reliever. But still, the study

recommend that people should took only 800mg of turmeric from each day.

Moreover,according to Gunnars (2018), the turmeric contains of cucurmin which have

the substance of powerful anti-oxidant and anti-inflammatory properties. In Addition to

this, some studies includes large amount of curcumin using turmeric extract.

 Mental Health

According to Gunnars, (2018), the bioactive compound of turmeric which is the

curcumin, can help to boosts the level of the brain hormone (Brain-Derived Neurotrophic

Factor), that increases the growth of neurons and fights various degenerative process in

your brain.

Furthermore, according to Alban (2019), curcumin can also protects the brain against

aging. Moreover, based on the studies, by increasing the flow of the blood to the brain, it

can improve our memory and concentration.

B. PHYSIOLOGICAL

 DESCRIPTION
According to Cavosora, A. (2010) Locally known as luyangdilaw, or yellow ginger, this

ancient spice gives curry and mustard its distinct golden color and mellow kick.

The powdered version comes from the root of the turmeric plant, which is considered

sacred in India where it is also called the “Spice of Life.” Modern research has uncovered

more benefits to the spice, particularly its active ingredient, curcumin. Just like most

spices, it is naturally antimicrobial, antiviral, antiparasitic and antifungal. As a safe potent

natural treatment, turmeric shows great promise that there has been several medical

research works focused on it in the past 40 years or so. Generally, most research has been

confined to animal trials and lab test and human trials continue to be carried out. The spice

is commercially available in the Philippines in its raw forms as ginger root, its usual

powdered form as culinary seasong, and also as capsule and tea bags for those desiring to

use it for health reason.

According to PenzeyMoog, C. (2019) Turmeric comes from the root of Curcuma longa, a leafy

plant in the ginger family. The root, or rhizome, has a tough brown skin and bright orange

flesh. Ground Turmeric comes from fingers which extend from the root. It is boiled or steamed

and then dried, and ground. Turmeric is mildly aromatic and has scents of orange or ginger. It

has a pungent, bitter flavor.

Furthermore, according Schmidt, D. (2019) like galangal and ginger, turmeric is a kind of root

(rhizome) and has a similar appearance, except that it has an orange hue. Fresh turmeric is also

used in some dishes. Extracts of turmeric, curcumin, are under investigation for their potential

health benefits and may be sold as a dietary supplement.When using turmeric in cooking, you

will want to be careful as it can stain your hands and clothing yellow, although it will wash out.It

is also known as Indian saffron, turmeric.Turmeric has a pungent, earthy odor.

The flavor of turmeric is described as a little bitter, a little peppery like mustard or horseradish,
with a slight ginger flavor. It's most often used for coloring more than for the flavor. If you leave

it out of a recipe, you may not notice much change in flavor, but the dish won't be as golden as

desired.For the coloration qualities, it is sometimes substituted for saffron, but that adds a little

bitterness that might not be desired. A suggested substitute for turmeric in a recipe is dry mustard.

 FUNCTION

DeNoon, D. (2019) says that Turmeric is commonly used for conditions involving pain and

inflammation, such as osteoarthritis. It is also used for hay fever, depression, high cholesterol, a

type of liver disease, and itching. Some people use turmeric for heartburn, thinking and memory

skills, inflammatory bowel disease, stress, and many other conditions, but there no good scientific

evidence to support these uses.Turmeric contains the chemical curcumin. Curcumin and other

chemicals in turmeric might decrease swelling (inflammation). Because of this, turmeric might be

beneficial for treating conditions that involve inflammation.

In addition according to PenzeyMoog, C. (2019) Turmeric, with its brilliant yellow color, has

been used as a dye, medicine, and flavoring since 600 BC. In 1280, Marco Polo described

Turmeric as "a vegetable with the properties of saffron, yet it is not really saffron." Indonesians

used Turmeric to dye their bodies as part of their wedding ritual. Turmeric has been used

medicinally throughout Asia to treat stomach and liver ailments. It also was used externally, to

heal sores, and as a cosmetic.

III. THE RISE OF HEALTHY OR SUGAR FREE BENEFITS

A. Demand for sugar free customer

Desserts, such as ice cream, are known to contain high levels of sugar that may cause

implications to the health of the consumers. The demand for sugar-free desserts are driven by

health conscious consumers who wish to enjoy food without their health being at risk. With the

awareness of the consumers to their health, the demand for sugar-free desserts increases (Pinto
&Dharaiya, 2014).

Moreover, according to Maida(2017), the estimated global market size of sugar-free food and

beverages including desserts by the year 2021 is expected to reach 72.37 billion US dollars.

The information goes to show that the demand for sugar-free desserts continually grows. Thus,

resulting to the production of sugar-free desserts such as chocolates.

B. Health conscious customer

In a study made by DSM’s Global Insight Series on 5000 low sugar product users from across

USA, France, Argentina, Mexico and Australia, 49% said that they choose eating low sugar or

sugar-free products in order to maintain their weight. In addition, the study also concluded that

the demand of people for sweets that contain low amounts of sugar means that they still want

to enjoy eating sweet tasting snacks while keeping their diet controlled. Moreover, a study

made by Shi revealed that teens aged 18-24 are more engrossed into talking about healthy food

alternatives in social media, and how they are motivated to choose healthier food options in

eating. This just goes to show that many people are slowly developing an inclination on

healthier food substitutes, and with that the demand for sugar-free sweets and delicacies

continue to increase.

Synthesis

According to Macy Alcaraz(2019), pastillas, also known as Pastillas de Leche, originated from

San Miguel, Bulacan. Its name manifests that it is mostly made from cow's or carbao's milk

and sugar. It is usually an inch-long covered with sugar. However, Filipinos may have been

making pastillas even before the late 19th century which serves as a cure for homesickness.

Now, pastillas has a lot of flavors and varieties.

Mirasol (2017) describes pastillas as a famous sweet in the Philippines which tastes
better than how it looks. Moreover, Pamana (2015), states that pastillas now comes in different

flavors such as Pastillas de Ube. Also, pastillas can also be given to friends, family, and

relatives as a token or gift (Mapanoo, 2019).

Turmeric, the main ingredient of the product, also contain health benefits. It can serve

as a pain reliver (Ph.D. Wilson, 2017). It also has anti-oxidant and anti-inflammatory

properties. Moreover, it can increase the growth o neurons and help fight various degenerative

process in the brain (Gunnars, 2018). Circumin, a compound from turmeric, can also help

prevent aging while it can help in memorization and concentration (Alban, 2019).

According to Cavosora, A. (2010) Locally known as luyang dilaw, or yellow ginger,

this ancient spice gives curry and mustard its distinct golden color and mellow kick. Just like

most spices, it is naturally antimicrobial, antiviral, antiparasitic and antifungal. Turmeric comes

from the root of Curcuma longa, a leafy plant in the ginger family, it is mildly aromatic and

has scents of orange or ginger and has a pungent, bitter flavor. Furthermore, according Schmidt,

D. (2019) like galangal and ginger, turmeric is a kind of root and has a similar appearance,

except that it has an orange hue. Fresh turmeric is also used in some dishes. The flavor of

turmeric is described as a little bitter, a little peppery like mustard or horseradish, with a slight

ginger flavor.

Turmeric is used for many conditions including inflammation, hay infever, depression,

high cholesterol, a type of liver disease, and itching.Turmeric contains the chemical curcumin

that might decrease swelling.In addition according to PenzeyMoog, C. (2019), since 600 BC

Turmeric, with its brilliant yellow color, has been used as a dye, medicine, and flavoring. It has

been used medicinally throughout Asia to treat stomach and liver ailments.

According to Pinto and Dharaiya (2014), some desserts are known to contain high level of

sugar. It may cause implications to the health of the consumer and because of that, consumer
wish to enjoy food without their health being at risk. With that, the demand for sugar-free

desserts increases. In DSM’s Global Insight Series' Study, it concluded that the demand of

people for sweets that contain low amounts of sugar means that they still want to enjoy eating

sweet tasting snacks while keeping their diet controlled. Moreover, a study made by Shi

revealed that teens aged 18-24 are more engrossed into talking about healthy food alternatives

in social media and it shows that many people are slowly developing on healthier food

substitutes and demand for sugar-free sweets continue to increase.

Hypothesis

Ho: There is a significant relationship between customer's satisfaction and creating a new flavor

of Pastillas.

Ha: There is no significant relationship between customer's satisfaction and creating a new

flavor of Pastillas.

Theoretical Framework

PRODUCT

PRICE HEALTHY PRODUCT CUSTOMER

CONSUMPTION SATISFACTION
PLACE

PROMOTIO
N Figure 1. Theoretical Framework

The study is guided by the Marketing Mix which is also known as 4P’s (Product, Price,

Place, and Promotion). It is the summarization of different market factors and according to Tao

(2014), it was done by McCarthy in 1960’s and has been the core marketing theory ever since.

The marketing mix is used in businesses in order to make an effective marketing strategy.

Product refers to the goods or services a business provides in which it needs to fulfill a certain
consumer demand and in order to do this, the marketers should understand the life cycle of a

products and how to deal with every stage in the cycle. The product is also an indicator on how

much it should be priced, where it should be placed ad how it should be promoted in the

marketplace. Price is the cost that consumers pay which should be linked to the product’s real

and perceived value. In relation to this, Place refers to where a business sells the product. It

aims to put the product in a place where it can be likely bought by consumers. Lastly,

Promotion comprises of advertising, public relations, and promotional strategy. It helps

showing and making the customers understand why they need the product and why they should

pay for it.

Asides form the Marketing Mix Theory, the Health Belief Model from which it has

been developed by social scientists in the early 1950s will also be used. The theory came from

psychological and behavioral theories with the foundation that the two components of health-

related behavior are the desire to avoid illness or,conversely get well if already ill and the belief

that a specific health action will prevent or cure illness; so the theory suggests that an

individual’s course of action will ultimately depend on their belief in a personal threat of an

illness or disease together with the belief in the effectiveness of the recommended health

behavior or action.
Conceptual Framework

Marketing Mix

Product Place

Product features

Proximity to customers
Uniqueness

Health Benefits Availability

Prospect Customer

Purchasing Intention

Purchasing Decision
 Figure 2. Conceptual Framework

Our marketing mix shows the importance of putting the turmeric product to the

place where it will be most recognized. The researchers want to exhibit the flavors of

our product and at the same time promote the various health benefits of turmeric

ingredient. By following the marketing mix, the researchers will have a smoother

success in achieving their goals. By doing so, the researchers and their product will be

able to stimulate the customer's demand for a confectionery. This will help achieve

long and short term goals especially in promoting the product's health benefits and

uniqueness compared to other sweet products. It will be easier for the researchers to

get feedback as more consumers eat the product.

Definition Of Terms

Anti-inflammatory : s a type of medication used to decrease inflammation; this

type of medication is most commonly used to treat the inflammation of arthritis and

other inflammatory disorders, but can also be useful in reducing the pain of certain

types of headaches.

Antioxidant- a substance that inhibits oxidation, especially one used to counteract

the deterioration of stored food products.

Brain-Deprived Neurotrophic Factor- is a protein that, in humans, is encoded by

the BDNF Gene. BDNF is a member of the neurotrophin family of growth factors,

which are related to the canonical nerve growth factor. Neurotrophic factors are

found in the brain and the periphery.

Curcuma Longa - Curcuma longa L. (turmeric) of ginger family (Zingiberaceae)

belongs to the group of oldest cultivated spice plants in the south-east Asian

countries.

Curcumin- a bright yellow phenolic compound that is the main constituent of

turmeric powder, used as a food coloring and flavoring and as a dietary supplement.

Inflammation - Inflammation is a process by which the body's white blood cells

and substances they produce protect us from infection with foreign organisms, such

as bacteria and viruses.

Saffron - extremely subtle and fragrant. The slightly sweet, luxurious taste is totally

enigmatic—it's tricky to describe but instantly recognizable in a dish.

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