Small and Medium Enterprises: Cario Ice Cream

Introduction

Sorbetes is the traditional variation of ice cream made in the Philippines. It is

distinct from similarly name sorbet. Peddled by street hawkers, it is usually served with
small wafer or sugar cones and more recently, bread buns. It is uniquely made from
coconut milk, unlike other ice desserts that are made from animal milk. As to our
proposal, the researchers decided to focus on dirty ice cream. Since dirty ice cream is a
traditional dessert of Filipinos, the researchers want to innovate and create something
new to this kind of business.
Ice cream consumption usually peaks during summer season. Demand, however
is also stimulated by festivities, be it town fiestas or birthday parties, making ice cream
very much a part of every celebration. The consumption of ice cream remains significant
even during the rainy season. Since it is strongly associated with joyful occasions, its
consumption is also triggered whenever individuals desired to reward as it is easily
accessible indulgence.
Mr. Rodrigo Ding Cario started as an ice cream vendor at Quiapo, Manila. He
has the potential to make delicious ice cream, even though there are lots of well-known
ice creams existing in the industry. On the other hand, Villaruel toys and balloons, a
provider of party decorations and stuffs chose Mr. Rodrigo to be their supplier. As the
time goes by, things became clear to Rodrigo. He comprehends that the product and his
name should be known to the public to make its own name.
He established a business, named Cario Ice Cream on the year 2000 which is
located at 316 E. Quintos Street, Sampaloc, Manila. But life is full of circumstances. His
wife passed away that affects their business and also himself. Due to so much pain, he
started to get involved with vices that is why Jovy Cario Cena, his older daughter
decided to take charge of the business. As for now, they have 16 carts and each cart
has their own designated places to sell ice cream. Their office number is 493-19-77.

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I. Statement of Purpose

The intention of the paper is to provide information such as; marketing strategies
and suggestions that can be implemented for the improvement and development of the
business to have a sustainable growth.
For the marketing strategies, the researchers proposed the following:
Social Media Marketing
Social media sites like Facebook and Twitter offer a unique opportunity for savvy
businesses willing to invest in customer engagement. Social media marketing is
still in its infancy but is growing up rather quickly.
Word of Mouth Marketing
Word-of-mouth Marketing is the passing of information from person to person by
oral communication. Customers are very excited to share with the world the
brands they love. Many consumers find meaning in sharing stories of their
favorite products and services. Word of Mouth is one of the ancient ways people
learned about what to purchase. Modern marketers have learned how to create
authentic word of mouth for their companies and the products they represent.
Close Range Marketing (CRM)
Use Wi-Fi to send promotional messages of their products and services to their
customers smartphones and tablets at close proximity. Close Range Marketing is
also known as Proximity Marketing.

Database Marketing
Database Marketing is a form of direct marketing using databases of customers
or potential customers to generate personalized messages in order to promote a
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product or service for marketing purposes. The method of communication can be

any addressable medium, as in direct marketing. The distinction between direct
marketing and database marketing stems primarily from the attention paid to the
analysis of data. Database marketing emphasizes the use of statistical
techniques to develop models of customer behavior, which are then used to
select customers for communications. As a consequence, database marketers
also tend to be heavy users of data warehouses, because having a greater
amount of data about customers increase the likelihood that a more accurate
model can be built.

II. Plan of Action

In order for to make a relevant proposal, then researchers did some research
and interview regarding our topic. From these, were able to get information that will
surely help us in making this paper. Having knowledge about the history of the
business, why and how it was established gives us some background about the history
of the business to identify those factors that helped the business in order for it to gain
profit and what problems they usually encounter. Another one is to identify the daily
operations of the business for us to be familiar in all the processes involved in making
the product. Having knowledge about the business structure will help us understand
how people inside the business work and organize things in a productive, efficient, and
effective way. The researchers think of ways on how to indirectly help the business. It
might be for the improvement of their operations like their way of selling, the way they
prepare and give add-ons on their products, marketing strategies and proper employee
management.

Resources

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The ice cream business will get its resources by means of applying through a
cooperative organization which is Serbiz Multi-Purpose Cooperative. Serbiz is a multipurpose cooperative registered with the Cooperative Development Authority. It is owned
by professionals and workers with work experience in diversified service functions and
industrial operations. These workers are called owner-member. As owner-members,
they are all self-employed individuals who are neither employee of the Cooperative nor
employees of their clients.

Machinery
To address the problem in the manufacturing process, we can to buy an
additional ice cream machine so that it will be easy for them to produce
immediately. The employees are experiencing a difficult situation because they
are implementing a first come, first serve system. Hence, if you were not able to
wake up early, there is a big tendency that you will not be able to sell ice cream
on that particular day. Were planning to purchase additional equipment so that
they can produce more flavors and this is an opportunity for them to maximize
the equipment, in return they will have an increase in profit. The hard ice cream
machine will cost P115, 000.00 that can produce 50 liters of ice cream.

Hard Ice Cream Machine

Cost

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Quantity

Total Cost

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Small and Medium Enterprises: Cario Ice Cream

P115, 000.00

P460,000.00

Additional Flavors
Since Sorbetes is a traditional Filipino ice cream and still deeply existing in the
market, the researchers will extend it by suggesting appropriate flavors to have a
perfect combination. The researchers will give a new a face making it new to the
world product because even if Cario Ice Cream is a small-medium enterprise,
theres always a room for improvement and it can still compete in the industry.
The researchers proposed some flavors which are acceptable because
nowadays, lots of people want to taste new flavors of ice cream.

Such as quesong puti, pastillas de leche, leche flan, honey bee, roasted nuts and
other special products from different parts of the Philippines that can be a great
combination of flavors of ice cream. Herbal ingredients may also do, especially
for health conscious people. These are the proposed names for the flavors that
Cario Ice Cream can apply; Sorbetes de pastillas, Crunchy roasted peanuts in
cold, Ice honey bee and Crema leche flan. Adding the usual fruit flavors into
these can be also great as far as the product testing is concern.
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Manpower
The researchers want to propose that Cario Ice Cream should recruit additional
employees to the business since they are going to buy additional cart. It will help
the business to have a broad market and to increase their profit. The business
will benefit because the operations and productions will be properly disseminated
and assigned. To ensure the maintenance of each machine that the business
uses in mixing the ingredients so that errors will be lessen.

III. Benefits
The proposal is important because it provides relevant, accessible and
resourceful information came from both research and ideas of the team members. This
proposition is startling because ice cream is part of Filipino dessert particularly during
festivals, important occasions and during summer season. And until now, dirty ice cream
is continuously growing and dominating the local market place. For the consumer,
convenience will be truly experience. On the side the seller, they will be able to generate
more income and maximize the profit.

IV. Will it Work?

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Yes, because dirty ice cream is a traditional Filipino dessert, the researchers will
offer something new that will change the perception of consumers regarding dirty ice
cream. The business will level up its promotional and selling method. By means of using
social networking sites such as Facebook, Instagram and Twitter, where they can start
inviting their friends and relatives to try the products they offer since they do both
retailing and special orders.
By these, the information about their business will spread throughout the social
media where other people can see their posts and the comments of their customers
about their experience trying their products. In addition, as weve noticed, the business
has no tagline. They should make their own tagline which is an excellent selling
proposition because it spells out a guarantee with perfect clarity. For the products to be
more attractive, we suggest the addition of other kinds of toppings and appropriate
quality of chocolate dip. Proper dressing of the sellers will also be a big factor for the
business to be more professional.

V. Desired Outcomes
The goals of our proposal are to maximize the resources; potential strength and
opportunities that will help the business. The researchers want to create an avenue for
improvement and innovation of their products. Most especially, the researchers want
Cario Ice Cream to apply the proposal that we generated. Through this way, we are
hoping that they could increase their proceeds to assist their employees and possible
expansion in the near future.

VI. Necessary Resources

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In order for the researchers to finish the proposal, there are tangible and
intangible items used to be able to excuse the interview and to entail it on a formal way.
First, the researchers prepared money to buy the product of the vendor of Sorbetes,
since the researchers are going to borrow an important time of him. The necessary
things used in the interview like papers and pens were provided by the researchers to
write the words and things elaborated and explained by the interviewee. The
researchers took one hour to finish the interview on July 29, 2016. After the interview,
the researchers arranged the following information that has written. The researchers
used a computer to type all the necessary information that gathered. The researchers
also provided a hard copy of the proposal to be passed to our professor.

VII. Preparations Made

As a group, cooperation of each member and commitment to the work itself is
very important. First, the researchers gave their opinions and ideas regarding the
proposal. Give insights about what will be the content of the paper and list down the
possible SMEs that the researchers are going to make a proposal with. After discussing
the possible SMEs the researchers voted for the desired business. The researchers
also consider the businesses near at National University until they chose Sorbetes or
dirty ice cream as we all know.
Mr. Jerry Cario, the vendor of dirty ice cream who sells in front of National
University is known among the NU students because of his delicious ice cream. The
researchers ask for the profile and other necessary information about the business.
From that, the researchers were able to answers the following questions in the format
given.

VIII. Conclusion

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One way to cool off these summer season is by eating ice cream. Just about
anywhere in the archipelago, sorbeteros tinkle their brass hand-bells and peddle happy
heat-relief

in

colorful

wooden

carts.

Just

about

anywhere

in

the

archipelago, sorbeteros tinkle their brass hand-bells and peddle happy heat-relief in
colorful wooden carts. Everyone can enjoy sorbetes or popularly known as dirty ice
cream no matter how cash-strapped. Portions are affordable small, so one can simply
order several servings set into crisps subtly sweet wafer cones, or sandwiched between
bread buns. Ice cream began as a flavored snow in ancient China and Greece. From its
European past, Filipinos have created a kind of ice cream that is sherbet-like meaning
made with little if any milk, and therefore gently crystalline in texture. The absence of
milk fat makes native sorbetes marvelously frigid against the lips.
Spaniards introduced ice cream to Filipinos as sorbetes, a high-priced rarity
served atsalones de refrescos. In fact, sucking is a key to drawing out flavor and cold
which is how the designation came from Spanish verb sorbeter, (to suck).By the time
Filipinos declared themselves independent of Spain in 1898, and created Asias first
constitutional democracy, glaces were served for dessert during the constitutional
conventions inaugural.
In traditionally cow-less Philippines, evaporated milk was used extensively by
backyard sorbetes factories and homemakers. 1899, the first American-owned ice
cream parlor was set up in the Philippines. Named after its owner, Clarkes advertised
the best pink ice cream ever made from tinned milk.
Ice cream was introduced in the Philippines during the American Occupation
when refrigerators and other cooling devices were introduced. While American ice
cream was made with cow's milk, using the milk of the carabao, a kind of water buffalo,
resulted in a cheaper product which became known as "sorbetes." Both kinds of milk
are widely used today. Coconut milk and cassava flour are two other ingredients used
that make sorbetes distinct from ice cream made in other countries. Flavors also varied
from

the

usual

natural

fruits

such

as

mango,

avocado,

melon,

jackfruit,

coconut and strawberry to

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Small and Medium Enterprises: Cario Ice Cream

flavors imitating commercial ice cream such as chocolate, cookies and cream, cheese,
mocha, ube, etc.
The sorbetes industry competes with commercially available ice cream from giant
companies operating in the Philippines such as Arce Dairy, Magnolia, Nestl, and
Selecta, which also started peddling their product in the streets in more sanitized carts.
On a hot, sunny day, the sound of the handheld bell would be heard among the streets
in Manila, indicating that Mamang Sorbetero (or Ice Cream man) is peddling around
the town to offer his sorbetes or dirty ice cream.
We remember when we were growing, we would hear the jingling sound of a bell
indicating the arrival of the ice cream man. We would then go out and huddle around his
colorful pushcart with two large wooden wheels just to pick a flavor. He would open the
lid of the three metal canisters and would let us peek in while scooping our chosen
flavor into either these tissue-wrapped serving options: Apa may it be the orange
wafer cone or the cream-colored sugar cone, the bread bun or a mini-plastic cup and
handing it to us. At other times, Mamang Sorbetero would serve us the ice cream with
only one flavor or a mixture of it to our desired containers.
In order for the researchers to make a relevant proposal, our team did some
research and interview regarding our topic. From these, were able to get information
that will surely help us in making this paper. Having knowledge about the history of the
business, why and how it was established gives us some background about the
business to identify those factors that helped the business in order for it to gain profit
and what problems they usually encounter.

IX. REFERENCES

www.just-food.com

https://en.wikipedia.org/wiki/Sorbetes

http://www.mixph.com/how-to-make-sorbetes-home-made-ice-cream/
https://traveleronfoot.wordpress.com/2010/03/05/sorbetes/

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Small and Medium Enterprises: Cario Ice Cream

https://en.wikipedia.org/wiki/Sorbetes

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Process in Making a Sorbetes

Sorbetes is a Filipino version for common ice cream usually peddled from carts that
roam streets in the Philippines. This should not be confused with the known sorbet. It is
also commonly called dirty ice cream because it is sold along the streets exposing it to
pollution and that the factory where it comes from is usually unknown; though it is not
really dirty as the name implies. It is usually served with small wafer or sugar cones
and recently, bread buns.
You can make ice cream in various recycled packaging materials, such as coffee cans,
zip-lock bags, and stainless steel containers. Whatever container and method you use
though, its important to take note of the temperature of the ice cream all throughout the
process, particularly during chilling and freezing.
There are five stages in making ice cream: preparation, scalding, chilling, first freezing,
and final freezing. In the preparation stage, you need to measure the required
ingredients and put them in individual containers.
Materials Needed:

Bowls Casserole Grater

Large whisk

Measuring spoons and cups

Pocket-type thermometer

Steel paddle

Sieve screen

Stainless steel container

Weighing scale

Wooden bucket

Wooden ladle

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Ingredients (4 Gallons Yield):

1 kg White sugar

1/2 kg Skimmed milk

1/2 kg Butter milk powder

600 g Cassava flour

2 leaves Pandan

7 kg Table salt

4 pcs Egg yolks

2 cans 300ml Condensed milk

1 can 300g Cream

1/2 bar Cheese

1 kg Grated coconut

2 tbsp food color (egg yellow)

3 tbsp Vanilla

7 tsp or 34.5ml rhum or brandy

1/4 ice block

1. Preparation
1. Once all the ingredients are ready, extract coconut milk from the grated coconut
using 4 cups of water. This will be your first extraction-a substance thats called
kakang gata in Filipino. Set it aside.
2. Extract more coconut milk from the same grated coconut, this time using 8 cups
of water. To remove the coconut bits from it, dont forget to filter the coconut milk
after the extraction. Set the second extraction aside likewise.
3. Get the eggs and separate the white from the yolk. Beat the egg yolks, and then
mix them with the second extraction of coconut milk.
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4. Once the mixture is blended well, slowly add the skimmed milk and the buttermilk
powder while mixing the mixture with a whisk. Some ice-cream makers use either
skimmed milk or buttermilk powder, but if you want to make your ice cream a bit
more special, you can mix the two powders. You just need to maintain the
required 1-to-1 proportion.
5. After blending the mixture, set it aside. (Mixing milk and egg gives rise to
custard.)
6. Get the cassava flour and dissolve it in 2 cups of water. Once the cassava flour is
completely dissolved, filter it using a sieve or cheesecloth. Also set aside.
7. Get the stainless steel container and prepare it to hold the cream mixture.
8. Spread 1/4 kg of white sugar at the bottom of the stainless steel container to
avoid unnecessary coagulation of the cream.
2. Scalding
1. Scalding helps dissolve the sugar, infuses the other flavors evenly, and improves
the texture; it makes the ice cream creamier and smoother.
2. Start the scalding process by boiling a gallon of water containing twisted pandan
leaves for 5 minutes.
3. Dissolve the food color in water.
4. After boiling the water, take out the pandan leaves and pour the water into the
stainless steel container.
5. Also pour in the cassava flour mixture and, using the steel paddle, continuously
stir until the sugar dissolves and the mixture achieves a viscous (thick)
consistency.
6. Add the kakang gata as you continuously stir the mixture.

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7. Also pour in the custard mixture and continuously stir until it attains a paste-like
viscosity. Then add the dissolved food color.
8. Once you achieve the right viscosity, you can start chilling your ice cream
mixture.
3. Chilling
To chill the mixture, cover the stainless-steel container and put crushed ice in the
wooden bucket. The ice should surround the stainless-steel container and above the
level of the mixture inside the container. The chilling stage will only start when the
temperature of the mixture reaches 4C to 0C. Chill for 2 hours or overnight.
While waiting for the ice cream to be chilled, prepare the flavoring. For this project, we
will make mango marmalade.
1. Put 1 1/2 kg minced ripe mango in a casserole together with 1/2 cup white sugar
and a teaspoon of calamansi extract.
2. Simmer in medium to low fire until the mango mix becomes thick syrup.
3. Stir the marmalade to avoid scorching.
4. After cooking, let the marmalade cool.
4. First Freezing
After chilling the ice cream overnight, you can now freeze it by putting more ice in the
wooden bucket. You need to put the crushed ice and the rock salt alternately. Using the
paddle, compact the ice and the salt each time you put in more ice. Compacting lessens
the air gaps that cause the ice to melt faster.
During the first freezing stage, the temperature should further drop to -18C to -20C.
While freezing the ice cream, paddle the outer part of the mixture to prevent the frozen
mixture from adhering to the sides before it can be stirred. The stirring process allows
the cream mixture to expand.
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While still in the freezing stage, get the steel hand beater and start stirring the cream to
let it expand. Once it expands to half of the container, mix in the following while
continuously stirring the cream mixture:
1. Add 3/4 kg of white sugar together with the grated cheese, mango marmalade,
condensed milk, cream, and vanilla.
2. Add crushed ice and salt to the wooden bucket whenever necessary.
3. As you stir the cream mixture, you will notice that the consistency will become
thicker and creamier. You will also notice that it is expanding.
4. Once the cream expands up to the brim of the container, add the rum or brandy.
5. Make sure to stir the mixture down to the bottom to distribute the flavour and the
other ingredients evenly.
6. Taste the cream.
5. Final Freezing
At this stage, you may now pack the ice cream in small containers like pint containers,
small cups, half-gallon or gallon containers, and freeze the cream in these containers.
Or you may simply put the ice cream in the stainless steel container for final freezing.
During the final freezing stage, you need to cover the container tightly and add more
crushed ice and salt in the bucket as well as on top of the container. Let it stay for 2
hours or until frozen.
Now your ice cream is ready for consumption. Keep it frozen until it is ready for serving.
The shelf life of this ice cream product is 7 to 10 days, depending on temperature
fluctuations. If you can maintain the temperature between -18C and-25C, the shelf life
of the ice cream would be longer and the quality would be better.

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Cost and Return

From this basic process of making ice cream, try developing your own varieties to offer
to your target customers. You may actually sell this 4-gallon ice cream at around P1,
500 wholesale for childrens parties or small gatherings within your neighborhood. But if
you pack it in small containers, you may sell it at P250 per half-gallon or P8 per scoop.
To draw repeat customers, it is important to have a winning taste or flavor.
The production cost for these 4 gallons of ice cream is P869.50 that includes P569.50
for the ingredients and P300 for the labor and other overhead costs. Roughly, then, your
profit margin would be 70 to 100 percent depending on how you want to sell it.
The total investment cost for this project would be around P16, 000. This includes P14,
000 for the fabrication of the wooden bucket, the stainless steel container, the steel
paddle, and the large hand beater; P650 for the ingredients; and about P1,200 for other
materials that might not be available in your kitchen yet.
Commercial Production
If you want a no-sweat ice cream, though, you could buy an ice-cream machine that
costs about P100, 000. With this amount, you can have a branded one-gallon ice-cream
maker with a single nozzle. Making ice cream with this machine will take only an hour or
two, including the time for the final freezing.
You wont need the wooden bucket, stainless steel container, steel paddle, and large
hand beater anymore. You just need to put the cream mixture in the machine, turn it on,
and wait for the soft-serve ice cream to get ready. From there, you can serve the ice
cream directly or put it in containers for final freezing.

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Distribution Management of Carinos

Ramon Magsaysay High School

University of Sto Tomas

CPA Review School of the Philippines

Juan Elementary School

Far Eastern

Electron Training Vocational School

Nazareth School of National University

National University
Gen. Geronimo Elementary School

Centro Escolar University

San Beda College

La Consolacion College

University of the East

Polytechnic University of the

San Sebastian College-Recoletos

RESA Review School

Eulogio Amang Rodriguez Institute of Science and Technology

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