Status : Verified
| Personal Name | Dionisio, John Ray O. |
|---|---|
| Resource Title | Do you MSME?: development of a perception-based marketing framework for micro, small, and medium-sized (MSM) calamansi (Citrofortunella microcarpa) juice drink enterprises in the National Capital Region (NCR) amidst the COVID-19 pandemic |
| Date Issued | 31 May 2023 |
| Abstract | The study developed a perceptual marketing framework for micro, small, and medium-sized (MSM) calamansi (Citrofortunella microcarpa) juice drink enterprises in NCR amidst the COVID-19 pandemic. Using a usage, attitude, and image (UAI) survey, specific market segments were determined. Moreover, externalities and internalities of MSMEs and RTD fruit juice industry players were studied through PESTLE and SWOT- TOWS analyses, competitor analysis, and Porter’s Five Forces. It was found that the characteristics of the primary target for the proposed RTD calamansi juice product are as follows: (1) residents of NCR, (2) individuals aged 18-24 years old, (3) individuals from socioeconomic classes BCD, (4) users of social networking sites, and (5) consumers of beverages such as fruit juices. With this, the desired market position of MSME producers was rationalized by three (3) primary drivers of consumption for RTD calamansi juice products, namely: (1) price, (2) taste, and (3) health benefits. From the analysis of consumer insights, the recommended 500-mL RTD calamansi juice drink was priced at PHP 30 corresponding to a competitive price index (CPI) of 91.05 relative to its top competitor. This will come in two (2) flavor variants, particularly: (1) plain calamansi, and (2) calamansi-ginger. Prospective distribution channels comprising convenience stores, grocery stores, and supermarkets were identified. Marketing strategies for MSMEs include point-of-purchase (POP) marketing through visual merchandising and digital advertising. As such, the analysis of a marketing framework was relevant in the creation of a conducive market environment for these enterprises. |
| Degree Course | Bachelor of Science in Food Technology |
| Language | English; Filipino |
| Keyword | COVID-19 Pandemic, 2020- -- National Capital Region (Philippines); Citrus juices -- National Capital Region (Philippines); Citrus fruits -- National Capital Region (Philippines); Small business -- National Capital Region (Philippines) |
| Material Type | Thesis/Dissertation |
Preliminary Pages
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Access Permission : Limited Access