AVERAGE 2013 HA % VA

Sales 6.27% 29,428,221,171 5,209,929,477 17.70% 100%

Cost Of Sales 2.16% 28,446,215,634 3,188,015,766 11.21% 96.66%

Gross Profit 109.48% 982,005,537 2,021,913,711 205.90% 3.34%

Less: OPEX 57.90% 1,242,304,996 903,506,413 72.73% 4.22%

Loss/Profit Before Tax -245.83% -260,299,459 1,118,407,298 -429.66% -0.88%

Income Tax 557.44% 86,433,385 1,036,815,198 1199.55% 0.29%

NET INCOME -346,732,844 2,328,089,266 -671.44% -1.18%

LOSS

INCOME TAX (-)

INCOME TAX BENEFIT (+)
 2014 HA % VA 2015 HA % VA

34,638,150,648 -1,786,892,706 -5.16% 100.00% 32,851,257,942 100.00%

31,634,231,400 -2,179,127,322 -6.89% 91.33% 29,455,104,078 89.66%
0
3,003,919,248 392,234,616 13.06% 8.67% 3,396,153,864 10.34%
2,145,811,409 924,207,081 43.07% 6.19% 3,070,018,490 9.35%
0
858,107,839 -531,972,465 -61.99% 2.48% 326,135,374 0.99%
1,123,248,583 -951,169,333 -84.68% 3.24% 172,079,250 0.52%
0
1,981,356,422 -1,483,141,798 -74.85% 5.72% 498,214,624 1.52%
PROFIT PROFIT
 2019
NET SALES P461,308,760

COGS 382,948,376
Gross Profit 37,874,015
Less: Operating
27,732,196
Expenses
Profit Before
2,455,434
Income Tax
Income Tax 736,630
MKTG BUDGET 7,686,386
Net Income 1,718,804
 NOTES
Primary Target Market: (12,877,253 x 100% x 23% x 29% x 54.50%) = 468,107
Secondary Target Market: (12,877,253 x 100% x 40% x 17% x 54.50%) = 477,231
Total Market Size: 468,107 + 477,231 = 945,338

x Brand Awareness Percentage (55%)

x Trial Percentage (52.16%)
x Annualized Repeat Purchase Frequency (70 times)
x Units Bought per Purchase (1)
x 100% - Estimated Cannibalization Rate (10%) = 90%
x Wholesale Price per Unit (P27)
P461,308,760
Vertical: 91%
Sales-Cost of Sales
Vertical: 6.59%

Gross Profit - (Operating Expense + Marketing Budget)

30% from Profit Before Income Tax

Profit Before Income Tax - (Income Tax + Marketing Budget)

NOTES TO TARGET MARKET
Primary TM

Secondary TM

Qualified Psychographic variable

Qualified
Unqualified
TOTAL

1. Brand Awareness Percentage:

2. Trial Percentage

3. Annualized Repeat Purchase Fr

4. Suggested Retail Price

5. Estimated Cannibalization Rate
Total Population of NCR: 12,877,253
Male: 44.2%
Female: 55.8% 100%
SEC:
A: 7%
B: 4%
C: 12% 23%
Age Group:
30-34 - 4%
35-49 - 7%
40-44 - 6%
45-49 - 5%
50-54 - 7% 29%

Male: 44.2%

Female: 55.8%
100%
SEC:
D: 40% 40%
Age Group:
20-24 - 9%
25-29 - 8% 17%

54.50%
60
50
110

55%
Product Concept Test Result:
Definitely Buy - 80%
Response Rate - 48.33%
Probably Buy - 30%
Response Rate - 45%
Definitely Buy: 80% x 48.33% = 38.66%
Probably Buy: 30% x 45% = 13.5%
Total: 38.66% + 13.5% 52.16%
UAI Result of Purchase Frequency:
Everyday: (365 x a year) answered by 6.67%
Once A Week: (52 x a year) answered by 23.33%
Twice A Month: (24 x a year) answered by 38.33%
Once A Month: (12 x a year) answered by 1.67% 70
P27.00
90%
 HORIZONTAL ANALYSIS
13-14 14-15 15-16
Sales 17.70% -5.16% -78.75%
COGS 11.21% -6.89% -78.43%

GP 205.90% 13.06% -81.50%

OPEX 72.73% 43.07% -85.01%

IBT -429.66% -61.99% -48.40%

IT 1199.55% -84.68% -45.22%

Net Income -640.27% -74.85% -85.14%

INTERIM
DOLE DOLE JUICE PRODUCT LINE
2015 sales mix (/5) 2016 2017
Sales 32,851,257,942 6,570,251,588 6,982,206,363 7,419,990,702
COGS 29,455,104,078 5,891,020,816 6,353,807,790 6,752,191,539

GP 3,396,153,864 679,230,773 628,398,573 667,799,163

OPEX 3,070,018,490 614,003,698 460,127,399 488,977,387

IBT 326,135,374 65,227,075 168,271,173 178,821,776

IT 172,079,250 34,415,850 94,259,786 100,169,874

Net Income 498,214,624 99,642,925 74,011,387 78,651,901

LYSIS V
16-17 Average Horizontal 13 14 15
6.27% 6.27% 100% 100% 100%
2.16% 91.66% 91.33% 89.66%

109.48% 3.27% 8.67% 10.34%

57.90% 4.22% 6.19% 9.35%

-245.83% -0.95% 2.48% 0.99%

557.44% 0.29% 3.24% 0.52%

6.27% -357.56% -1.25% 5.72% 1.52%

RIM INCREMENTAL
RODUCT LINE DOLE HEART FRESH
2018 2019
7,885,224,119 Sales 461,308,760
7,175,553,948 COGS 419,790,972 91%

709,670,171 GP 41,517,788
519,636,269 OPEX 30,400,247 6.59%
MKTG Budget 7,697,186

190,033,901 IBT 3,420,355

106,450,526 IT 1,026,107 30% tax law

83,583,376 Net Income 2,394,249

romi 439%
 VERTICAL ANALYSIS
16 17 18 Average Vertical
100% 100% 100% 100%
91.00% 91.00% 91.00% 91%

9.00% 9.00% 9.00% 7.43%

6.59% 6.59% 6.59% 6.59%

2.41% 2.41% 2.41% 0.84%

1.35% 1.35% 1.35% 1.35%

1.06% 1.06% 1.06% 2%

PER VARIANT SALE

PERCENTAGE 4 VARIANTS
2018
1,971,306,030
1,793,888,487

177,417,543
129,909,067

47,508,475
26,612,631

20,895,844
Psychographics
PH Population: 105,332,126
Gender 100%
Health-Conscious (PH) 62% 65,305,919

People who drink Juices (PH) 63.44% 66,822,700

Ages (30 to 54) 29%

TOTAL (PH) 38,317,300
Metro Manila (12.23%)
TOTAL (Metro Manila) 4,686,206
SEC ( A to C) 23%
TOTAL 1,077,828

Awareness 25%
TOTAL 269,457
269,457 x 26/60 x
Definitely Buy 80% = x93,412
269,457 26/60 x
Probably Buy 30% = 35,030
TOTAL 128,442
Availabili = 107,891
ty 84%

TOTAL: 107,891
Everyday Apr-60 25 365 65,633,692
Once a week 14/60 25 52 32,726,937
Twice a month 18/60 25 24 19,420,380
Once a month 24/60 25 12 12,946,920
Prospective/Projected 130,727,929
Sales
Prospective sales 130,727,929
IMC expense 3,718,485
Prospective Earnings 127,009,444

IMC budget 36,390,684.75

ROMI % 349%

3,718,485
3,200,000
300,000
467,901
7686386
PRIMARY SECONDARY
NCR POP 12,877,253 12,877,253
MF 100% 100%
SEC 23% 40%
AGE 29% 17%
PSYCHOGRAPHI 54.50% 54.50%
TOTAL 468,107 477,231

TOTAL 945,338
BASE AWARE 74.63% 705,506
 Net Profit Net Sales 2016
Zest-O Corporation
Del Monte Philippines
Inc 3,029,721,000 161,038,760,313 1.88136
Pepsi Coca-Cola
Products Philippines
Inc.
Coca-Cola FEMSA
Philippines INc.
Cenmaco Corp.
Dole Philippines Inc. 4,934,494,117 39,180,010,518.67 12.5944

57,000,000 2,274,100,000.00

2016 2017
Zest-O Corporation - -
Del Monte Philippines
4.74% 2.69%
Inc
Pepsi Coca-Cola
Products Philippines 4.78% 4.81%
Inc.
Coca-Cola FEMSA
5.92% 8.08%
Philippines INc.
Cenmaco Corp. 2.58% 3.80%
Dole Philippines Inc. - -
\\\
Net Profit Net Sales 2017

1,296,954,461.20 120,061,996,400 1.08024

32,666,702,712 46,727,989,136.77 69.9082

0.09
8.08%
0.08
0.07
24,400,400 2,258,800,000.00 5.92%
0.06
0.05 4.74% 4.81%
4.78%

0.04 3.80%

0.03 2.69% 2.58%

0.02
0.01
0
Zest-O Del Monte Peps i Coca - Coca -Col a Cenmaco Dol e
Corporation Phi l i ppi nes Col a FEMSA Corp. Phi l ippi nes
Inc Products Phi l i ppi nes Inc.
Phi l ippi nes INc.
Inc. 2016 2017
Dol e
Phi l ippi nes
Inc.