CONSOLIDATED MARKET APPRAISAL PART 1

Identifying Information
Name of the PO: Adhoc/TOPA BALIKATAN, LMPC Ugyon kang mga 1. PAGHIMAKAS
DCCAP, TPFDA Mangunguma sa 2. PAGHIMUD-OS
Tigbalogo, Patnongon,
Antique (UMATIPAN)
Address of the PO: Calabanga, Bombon, Pili, Goa Lampaya, Leon, Iloilo Brgy. Tigbalogo, 1. Tagukon,
Tinambac, Naga City Patnongon, Antique Kabankalan City
2. Tagukon,
Kabankalan City
Names of Group E. delos Reyes Dolores Ayen Myrna Prima C. Cabacang 1. PAGHIMAKAS:
Members: A. Catangue Acayen Andres C. Bert, Mar, Abner,
R. Capal Marilyn Ciono Pedro Cabacang Jr. Hogo
Domingo Fabilla Velasco 2. PAGHIMUD-OS:
Rudy Eco Buddy delos Santos Rodolfo, Etik, Julia,
E. Callada Codo Baracia Jenever, Esong
Fred Manumba
F. Morena
R. Diaz
D. Bermundo
Type of Proposed Rice Marketing Soybeans By-product  Rice, Herbal and Rice and Corn
Business: (ex., Sale of Processed Herbal A. Soya milk Catsup Marketing Marketing
Rice/Processed Product Products B. Coffee tea Enterprise
Marketing) C. Taho, toyo, patis  Main Products:
a. Rice = white, red,
violet, malagkit and
aromatic
b. Herbal = See list of
products
c. Banana Catsup =
finished products and raw
materials
MARKET APPRAISAL

1. ESTIMATED Calabanga, Tinambac

MARKET SIZE Bombon, Naga

D. Define target market

in terms
I. Age: 15-30, 31-45, or 45 years above / all 15-30, 45- above 1 yr old and above I year and above 2-70 years
45 above MBRS family
II. Sex: Male/Female Female/Male Male/Female
III. Income: 4,000; 5,000 More than P5,000 P5,000  Students =supported 30 K to 100 K per year P5,000 – 6,000
etc. by parents
 Professional =
10,000 and above
IV. Occupation: ex.  Senior citizens,  Gov’t employee Teachers, nurses,  mangunguma, farmers, farm workers,
Teachers, hospital retirees  Student Professional teachers, Parish laborers, brgy officials,
employees, government  Diabetic patients  Teachers Priest, Retired private individuals
employees, balikbayans,  Professionals  Ka barangay professionals
senior citizens  Parauma  government agencies,
 Private employee private agencies and
 Family nurses
E. Psychographic Basis
I. Lifestyles  Sedentary  Magsasaka nagadepende sa market
 Health conscious  Local NGO
 Health Conscious

II. Values Income generating

source
III. Social Class  Hospitals School, Office, DA, nagapili sang kalidad ng
 Restaurants DSWD, LESCOFAMCO produkto.
 Hotels
IV. Personality  Private communities
  Politicians
A. Missionaries
F. Behavioral Basis
I. Product Knowledge Known To create source of
income
II. Product Usage Rate Maintenance
III. Loyalty Status or Dependent on supply of
Attitudes rice
IV. Responses (Do they
Prefer Organic)
V. What are the  Seminar/trainings  Training Fiesta, kasal, bunyag,
Occasions Your Products  Trade fairs  Seminar birthday
are Used?  Fiestas  Meeting
 Personal occasions  Wedding
 Fiesta
G. What are the Existing unknown
Monthly
Consumption of the
Product?
For Rice: How Many
Cavans are Consumed
Yearly in Negros
H. What is the 40,000
Population of your
locality?
I. What is the Average P5,000
Monthly Income of
Negros?
J. What Percent of the 10% Target
Population is targeted
for Your Products?
K. What is the Buying Retail – 10 kg/ 25 kg / 50 Retails, per sack, per 15 – 25 kgs
Habits of the kgs kilo, average limit
 Consumers? Retail
per kg, 2 kg, 5 kg, 20
kg., 25 kg or 50 kg
L. Where Do They Buy Distribution / Marketing Public market, LMPC, Cooperative  Stalls in public Public market/sari-sari
the Products? In Center sari-sari stores, Building, Members, market store
Public Markets? Sari- cooperatives, family MES, BNHS, Maliao  Individual = by
Sari Store Near Their Variety Store organization
House, from NFA  Store in barangay =
Bodega, From thru organisasyon
Traders, Coops  Deliveries
M. Do They Prefer Prefer unpolished but Organic rice, organic They prefer well-milled
Well-Milled, milled organic rice is herbal medicine, Organic rice and corn
Unpolished or Well polished Banana catsup
Polished? Low
Percentage of Broken
Rice? Aromatic
Rice? Red Rice?
NFA Rice? Gloria
Rice?

2. MARKET
COMPETITION
A. How Many Are
Your Competitors
for
I. Rice Marketing 95% Competitors  IFs  Rice = Taurus, David,
 Conventional farmers Three sisters,
 NFA Rowena, Pedring

II. Processed Product Processed products 20%  Herba medicine =

Marketing ADDSAY, Diocese
 Banana catsup = Pau
de Arco, Papa, UFC,
 Del Monte
B. What are the Names NFA NFA, yes!  Rice – NFA, dalagko
of Your Traders/Millers/Pecuria nga negosyante sa
Competitors? Is humay (traders)
NFA a competitor?  Corn – Traders
Traders?
C. Do You Have Unknown sales of None
Monthly or Yearly competitors
Sales of Your
Competitor?
D. Are Their  Product labellng Yes Sa rice, herbal at banana
Distribution  Organic rice not yet catsup = epektibo
Effective? Why? known by other
consumers
 Preference for white
rice
E. What is the Structure Family business Retailing, wholesale
or Set-up of Their
Marketing?
F. What are Their  Volume sale strong Strenghths
Strengths?  Chemically-produced  Rice-pautang, bayad
Weaknesses? rice -weakness sa ani anogbakal
abono, hilo, sulod
panimalay, control
ang presyo sang
palay, may salakyan
nga amo ang naga
deliver sang
produksyon, may
control sang stocks.
 Herbal-radio
advertisement,
posters, house to
 house campaign,
leaflets, promo
 same as above
Weaknesses
 Rice -nagabaligya
bahayon nga bugas,
hindi makabakal ang
gagmay na
manguuma,Gina
simbog ang ricr trader
sa NFA rice
 Herbals- hindi
makasarang mabakal
sang makagmay nga
hangyu , halos
sakaumahan Makita
ang produkto nga ila
ginabaligya
 Catsup- mahal ang
presyo
i. May bodega kag
processing area kag mayo
ang kalidadsang ila
produkto, kag mataas ang
sales kag income
G. What are Their  Fancy rice rice, herbal, banana
Product Lines?  Glutinous catsup
 Gloria rice
 NFA
 TRVs
 Etc.
H. What are the Types Tags/Logo on Sampling, exhibit, mayo nga pagpackage
of Promotions or Sacks/Pricing leaflets, brochures
 Advertisement They
Use?
I. Do They Have Good  Bodega Drier, rice mill, wheels, May bodega kag Bodega, drier, truck
Facilities?  Driers bodega processing area kag mayo
 Trucking ang kalidadsang ila
 Laborers produkto, kag mataas ang
sales kag income
J. Do They Have Good Yes
Storage Capacity?
K. Do They Sell  Well-milled rice Yes
Quality Products?  Fancy rice/flavored
rice
 Glutinous rice/Gloria
rice
L. Do They Have High Yes on Sales/Income Yes
Sales? Income?  Due to price
manipulation and
control

3. ESTIMATED
MARKET VOLUME
(PO or for the
Organization)
B. What is Your Target 10% share 2% 30 % estimated 30% sg production
Market Share? (based volume
on your production
volume)
C. What is Your
Projected Sales
Volume
I. Per Month 10 bags per month 15 cavans
II. Per Year 120 bags per year 180 cavans 80 cavans/year
How Much Can You
Produce in 3 Years
Time?
Volume for 1st Year: 50 bags 180 cavans 80 cavans
Volume for 2nd Year: 100 bags 360 cavans 100 cavans
Volume for 3rd Year: 150 bags 540 cavans 120 cavans
These depend on your
membership status. .
How many shall be
organic in one (1), two
(2), or three (3) years.

4. WHAT IS THE P30/kilo Additional P5.00 per kilo pareho nga presyo sa
PROJECTED  slightly higher than over prevailing current merkado
SELLING PRICE conventional even if price of the conventional
OF YOUR price increased rice
PRODUCTS IN  but lower than
YOUR PROPOSED supermarket and mall
BUSINESS? HOW prices in Naga
DOES THIS
COMPARE WITH
THE PREVAILING
MARKET PRICE
OF THE SAME
PRODUCT?

5. DISTRIBUTION
STRATEGY
A. How Will the  Stalls/stores/market Store, market, delivery  LMPC coop building By contact person coop store, bulante
Consumers Buy the  Communities/home  Members individual system
Product? In Stores at delivery  MES, BNHS, Maliao
Market, Stalls in  Consignment variety store
Communities, Home  Among members  Member personnels
 Deliveries? Retail
Stores Deliveries?
Consignment?
Among the
Members? Coop
Stores?
B. Terms of Sale: Cash, Terms Cash, with discount on Utang good for  Utang = 15 – 20 cash, credit (with
Credit (How Many  Cash volume 2% (utang sa aga 3 days, cash, 2 % days ; Tule 25 pesos condition)
Days), Consignment  No credit na) discount, magamit per kg
(May Volume with  With discount to until ma-expire  Cash = bugas puti
Discount), What is larger volume sale 1,200/sack
the Maximum  Discount 2-3% 1. Malagkit =
Discount You Can 1,200/sack
Give? 2. Pula = 1,500 per sack
3. Herbal tea = 20.00
per cup, 45.00/bottle,
4. Syrup = 20.00 per
bottle
 Discounted = 1.5 %
 Consignment/delivery

6. PROMOTIONS
AND
ADVERTISEMENTS
A. How Will the Target  Phone/ cellphones Packing ¼ kg for free Leaflets, posters, radio, salestalk, agro-fair
Consumer Know  Radio distribution to target cell contacts, personal
That the Products  Salestalk/ word of buyers. contacts, billboard,
Are Available? mouth
Phones, Radio  Local newspapers
Programs, Salestalk  Church bulletins
(Word of Mouth),  Souvenir program
Local Ad in ads
Newspaper, Posters,  Posters
 Brochure? Agri  Agri fairs and
Fairs? festivals
B. Point of Sale
 Bearing MASIPAG  MASIPAG logo / Bearing MASIPAG Masipag Logo MASIPAG logo
Logo? Trademark? MFGS logo logo
MFGS logo? With  Trademark with
nutrition information nutrition value/info

 Your Own Logo Own logo

 Brochures Brochures
Describing the
Organic Quality and
Health Benefits?
 Slogan About Slogans Organikong Pagkain
Organic Benefits? Buhay ng Tao’y
Pahahabain
 Joining Organic Joining Agri
Fairs? Fair/Festival

 Distribution of  Distribution of Leaflets, salestalk, radio, Radio ad, posters,

Organic Flyers and flyers/leaflets in newspaper leaflets, celfones,
Leaflets in Schools  Schools/Coop phonecalla
and Coops? In  Government
Government institutions and
Institutions? In  Hospitals
Hospitals?
 CONSOLIDATED MARKET APPRAISAL PART2

Name of the PO: 1. BAKAS 7 Cities Panacawon  SALAKAY PALAI

2. KABUHI-AN Community Upland  GRUMACAN
3. PAGLAUM Farmers
Association(PACUFA)
Address of the PO: 1. Bunga, Kabankalan Brgy. Panacawon –  Isio, Cauayan, Sto. Niño, South
City Cansilayan, Patnongon, Negros Occ. Cotabato
2. Bino, Kabankalan Antique  Caningay, Candoni
City
3. Flora, Kabankalan
City
Names of Group
Members:
Type of Proposed UBE Marketing Rice Marketing
Business: (ex.,
Rice/Processed Product
Marketing)

MARKET APPRAISAL

1. ESTIMATED
MARKET SIZE
Define target market in
terms of
I. Age: 15-30, 31-45, or 5 years old and above from young to old 2 years and above 2 yrs. Pataas 25 years old and above
45 above
II. Sex: Male/Female male and female Wholesale- male 70%,
female 30%
Retail- Male 30%,
female 70%
III. Income: 4,000; 5,000 2,000 3,000-7,000 P2,000 to P10,000 P8-10 Thousand a month
etc.
IV. Occupation: ex. Hotels/restaurants, LGU, NGO, Dep.Ed., farmers, military, Teacher, Hospital , Teacher, Police
Teachers, hospital laborers,Hospitals, Professionals, Non- abogado, parish priest, Mangunguma, Businessman, Doctor,
employees, government Community professionals professionals Mamonugon, Priests, Governmnet
employees, balikbayans, Mangingisda Employees
senior citizens
Psychographic Basis
I. Lifestyles loyalty to ube, ube ice- Health Conscious,
cream Curious
II. Values
III. Social Class Ube cake/ice-cream Businessman
IV. Personality
M. Behavioral Basis Sustainability of Supply
I. Product Knowledge
II. Product Usage Rate
III. Loyalty Status or
Attitudes
IV. Responses (Do they
Prefer Organic)
V. What are the Desserts, meetings, B- fiesta, wedding
Occasions Your Products days, x-mas, new year,
are Used? sports
N. What are the
Existing Monthly
Consumption of the
Product?
For Rice: How Many 1,899,647 bags
Cavans are Consumed South Cotabato
Yearly in locality
O. What is the 900,000 individuals
Population of your
locality?
P. What is the Average
 Monthly Income of
South Cotabato?
Q. What Percent of the 1,430 bags/year / 12
Population is months= 119.16 X 6 =
targeted for Your 714.96 / 900,000
Products? = .000794 or 0.07%
R. What is the Buying 1-2-25-50 packs 2kg., 5kg., 10kg., 25kg., By kilo (5kilos
Habits of the 50kg minimum for organic)
Consumers? Retail
per kg, 2 kg, 5 kg, 20
kg., 25 kg or 50 kg
S. Where Do They Buy  Sari-sari Store  Market stall in Public Market, Communities Trader-Competitors
the Products? In  Producer Market  Solivio
Public Markets?  Asosasyon  Individual member  De los Santos
Sari-Sari Store Near  K.E.  Store in Barangay-  Matinong
Their House, from COOP  Javellana
NFA Bodega, From  Deliveries in School  Buenafe
Traders, Coops canteen, LGU  Fulgar
Offices, Bus  Dela Cruz
Terminals,  Villalobos
Supermarkets  Sto Niño Rice Mill
Do They Prefer Well-  Unpolished Eating Quality  Ube bar Red, Polished, They prefer the polished
Milled, Unpolished or  Red Rice  Ube flour Unpolished rice.
Well Polished? Low  Well Polished  ube cake
Percentage of Broken  Black Rice  ube piyaya
Rice? Aromatic Rice?  Aromatic Rice  ube ice-cream
Red Rice? NFA Rice?
Gloria Rice?

2. MARKET None
COMPETITION
How Many Are Your
Competitors for
I. Rice Marketing
II. Processed Product
Marketing
What are the Names of Rice-NFA, imported, Local Traders 40% Trader-Competitors
Your Competitors? Is traders, Lao, Chua, Big Trader 10%  Solivio
NFA a competitor? Troco, Nardo,Mador NFA  De los Santos
Traders?  Matinong
 Javellana
 Buenafe
 Fulgar
 Dela Cruz
 Villalobos
 Sto Niño Rice Mill
Do You Have Monthly
or Yearly Sales of Your
Competitor?
Are Their Distribution
Effective? Why?
What is the Structure or
Set-up of Their
Marketing?
What are Their Strengths
Strengths? Weaknesses?  Financing
 Facilities
 Machinerie

Weaknesses
 Fluctuating price
 Low quality
What are Their Product
Lines?
What are the Types of
Promotions or
Advertisement They
Use?
Do They Have Good Machanical Dtrier and
Facilities? Bodega
Do They Have Good
Storage Capacity?
Do They Sell Quality
Products?
Do They Have High
Sales? Income?

3. ESTIMATED
MARKET VOLUME
(PO or for the
Organization)
What is Your Target 25% 40% to 60% 0.07%
Market Share? (based on
your production volume)
What is Your Projected
Sales Volume
I. Per Month 40.5 cavans a month 119 sacks
II. Per Year 540 cavans per year  Humay= 1st yr 1,430 sacks
1,000 sacks, 2nd
yr 2,000 sacks &
3rd yr 3,000 sacks
 Camote= 1st yr
1,000 sacks, 2nd
yr 2000 sacks &
3rd yr 3000 sacks
 Saging= 1st yr
260 sacks, 2nd yr
520 sacks & 3rd
yr 780 sacks
How Much Can You  20% increase
Produce in 3 Years  Total production in 3
Time? years- 1,828 cavans
Volume for 1st Year: 1,430 sacks
Volume for 2nd Year: 1,800 sacks
Volume for 3rd Year: 2,000 sacks
These depend on your *2008 projected number
membership status. . of hectares = 54
How many shall be
organic in one (1), two
(2), or three (3) years.

4. WHAT IS THE 1st year-30 pesos/kilo  Ang Ordinary

PROJECTED 2nd year-35 pesos/kilo pagdeterminar ng  White P12.00
SELLING PRICE 3rd year-40 pesos/kilo presyo  Red P12.50
OF YOUR pagkatapos nga  Black P13.00
PRODUCTS IN makuha ang Premium
YOUR PROPOSED tanan nga gastos  White P12.50
BUSINESS? HOW  Red P13.00
DOES THIS  Black P13.50
COMPARE WITH Aromatic
THE PREVAILING
 White P13.00
MARKET PRICE
 Red P13.50
OF THE SAME
PRODUCT?  Black P14.00
Sticky Rice
 White P13.00
 Red P13.50
 Black P14.00

5. DISTRIBUTION
STRATEGY
How Will the Consumers  Kutso-kutso  Public Market  (sale talk) Kg Protech
Buy the Product? In  Retail Store  Per member/org. direkta nga Mall
Stores at Market, Stalls  Community  Coop pagbaligya sa Direct Selling
in Communities, Home  Store at market  School/Office merkado cash Simbahan
Deliveries? Retail Stores  70% consumed by basis, order
Deliveries? people in province humay, camote,
Consignment? Among  Mostly use peanut saging
the Members? Coop butter in the  Sa Kooperatiba
Stores? provinces
Terms of Sale: Cash,  Cash Basis  credit payable in Utang- weekly payments  Sa volume pag Cash Basis Only
Credit (How Many  Discount 5% a week Cash cash ngsa
Days), Consignment  Bases Discounted- wholesale, pagbaligyaanay
(May Volume with  Whole sales 10 is 0.50 centavos per pack of may percentage
Discount), What is the to 1 10.00 each nga ihatag sa
Maximum Discount You  No exchange, no Consignment- Kung may costumer.
Can Give? return sira, puede ibalik
 If seal is broken,
not accepted

6. PROMOTIONS AND
ADVERTISEMENTS
How Will the Target Product availability  Sales talk Text Marketing
Consumer Know That through phone calls,  Radio Radio
the Products Are radio with phone calls Telemarketing
Available? Phones, Salestalk
Radio Programs, Simbahan
Salestalk (Word of Brochures
Mouth), Local Ad in Trade Fair
Newspaper, Posters, Leaflets
Brochure? Agri Fairs?
Point of Sale
 Bearing MASIPAG Masipag logo Masipag logo Masipag Logos Use of MASIPAG Logo
Logo? Trademark? MFGS/Trademark
 MFGS logo? With
nutrition information
 Your Own Logo Coop Logo Ngalan sang
organisasyon
 Brochures Describing Contact cell no. Agri-fair
the Organic Quality 09205022032
and Health Benefits?
 Slogan about Organic Sa Pacuaf, maraming “Duna Tipigan,
Benefits? ube, pag natikman nyo, Kalawasan Amligan”
tutulo laway nyo
 Joining Organic
Fairs?
 Distribution of Billboard Leaflets, I the billboards
Organic Flyers and all products are displayed
Leaflets in Schools with the word “for sale”
and Coops? In
Government
Institutions? In
Hospitals?