Thesis W Inc Chapter 2

BULACAN STATE UNIVERSITY-SARMIENTO CAMPUS i
Marketability of Pineapple Jam in City of San Jose del Monte,
Bulacan: Basis for Proposed Marketing Strategy
A Thesis Presented to the Faculty of BIT Department
Bulacan State University-Sarmiento Campus
San Jose Del Monte, Bulacan
In Partial Fulfillment of the Requirements for the Degree
Of Bachelor of Science in Hospitality Management
By:
Villar, Yymmiele G.
Magno, Michael Gabriel D.
Paran, Lorie May A.
Dela Cruz, Kendrick I.
Emaroy, Ericka
September 2019
BULACAN STATE UNIVERSITY-SARMIENTO CAMPUS
ACKNOWLEDGEMENT
The completion of this Research was made possible through the encouragement and
assistance of some persons who have given their time and advice to this study:
We would first like to thank my research advisor Ms. Sherlita Jamisola of the BSBA
Department at Bulacan State University(Sarmiento Campus). The door to Prof. Jamisola’s office
was always open whenever We ran into a trouble spot or had a question about our research. She
consistently allowed this paper to be our own work, but steered us in the right direction
whenever she thought We needed it.
We would like to give thanks to our families who were always there to give us
inspirations and support, For all the advices they gave, to guide us to the right path, in doing this
study. For always understanding every time we went home late.
To our friends and classmates, who shared their knowledge and gave the extra push to
move forward and to think positive. For the encouraging and for helping each other to finish
their work.
And we would like to thank our Heavenly Father. He who was and is to come; Him who
is giving high hopes; for being our source of strength; for being true to what He promised
us. We praise you and We thank you my Creator and Savior. To God be the glory.
CHAPTER 1
THE PROBLEM AND ITS BACKGROUND
Introduction
A research project will be presented in this chapter. The aim of this chapter is to study the
marketability of Pineapple Jam in San Jose del Monte, Bulacan. This chapter has eight sections
that include research Introduction, Background, Theoretical Framework, Conceptual Framework,
Statement of the problem, hypothesis, Scope and delimitation of study, Significance of the study,
and definition of terms.
ABC Holdings is the largest Philippine dried fruit producer and the standard bearer of world
class processed fruit products from the Philippine Islands. From the small company that once
catered only to the local market, ABC Holdings has grown to become the leading producer of
various dried fruit, preserves, purees, concentrates, and juices. Its product sare available all over
the Philippines and exported to many countries in Asia.
ABC Holdings was founded with an aim to deliver excellent finest processed fruit products that
focus on hygiene and food safety procedures along with innovation, service and value creation.
Filipinos usually eat in-between snacks or commonly known as “merienda”. Most of this
meriendas are sweet baked goods. Bread is most likely the next staple food to Filipinos.
Currently, there is a famous food that is typically loved by Filipinos, bread.
Nutritional facts are now highly considered in choosing foods to ensure nutritious benefits. When
Filipinos think of bread, they think of jam. It is something that gives joy and excitement of eating
bread. It tickles the tongue of anyone who eats it. Even after its sweet flavor still lingers on
anyone who tastes it.
Jam is a thick mixture of fruit, pectin, and sugar that is boiled gently but quickly until the fruit is
soft and has an organic shape, yet is still thick enough. Jams are also good for fillings.
Pinya is the Filipino name for a fruit scientifically known as Ananas Comusus. In English, it is
known as Pineapple.
Background of the Study
A pineapple is a large oval fruit that grows in hot countries. It is sweet and yellow inside, and it
has a thick brown skin. Pineapples are from the Ananas colossus family and are a fruit that is
formed by over one hundred separate flowers that germinate into separate fruits that grow on a
central plant spike. As they grow, the juice and pulp from these multiple fruits swell and they
become one fruit.
Pineapples are tropical fruits that grow in hot climates worldwide nowadays. However, they are
native to Brazil. Cultivation spread from there to the West Indies before contact with Europeans.
Columbus discovered pineapples in 1493 in Guadeloupe and instantly fell in love with them.
Columbus brought a load of pineapples to Spain and just one survived which was presented to
King Ferdinand. However, it was not the Spanish but the Portuguese who saw to it that
pineapples were cultivated widely in the tropic regions.
In the 1680s, the Dutch developed a way to grow pineapples in hot houses with hot beds, and it
was a Dutch gardener who grew the first pineapple in England in about 1714. This was grown by
gardener Henry Telende for Sir Matthew Decker in Richmond, Surrey. Pineapple cultivation in
hot houses continued in England until the late Victorian period when pineapples began to be
cultivated in the subtropical Azores (Portuguese Islands in the North Atlantic Ocean). Pineapples
could be shipped with relative speed from the Azores to mainland Europe without risk of the
fruit spoiling therefore the need to grow pineapples in England in hot houses was no longer
necessary.
Pineapples began to be imported into North America in the 17th century. Interestingly, the
pineapple became known in the North American colonies as a symbol of hospitality as can be
seen in Colonial Williamsburg where the pineapple symbol is everywhere. Nineteenth century
American recipes for pineapples includes ones for syrups, preserves, candied chips/slices,
sherbet, and fritters.
Pineapples began to be canned in Florida and the Caribbean in 1882 but real success with it
occurred in 1892 in Hawaii. In 1901, Jim Dole founded the Hawaiian Pineapple Company and
the industry grew rapidly in size. It is no surprise then that the number of recipes for pineapple
soared in the 20th century.
The study will discussed the problem of the research and its purpose of study. The researcher
indicates the history of setting of the study which is located in the locality of San Jose del Monte
Bulacan, Philippines.
Figure1.
Map of San Jose del Monte, Bulacan.
Source:maphill.com
San Jose del Monte is a component suburban city in the province of Bulacan in Central
Luzon, Philippines. It is bordered by the cities of Caloocan and Quezon of Metro Manila in the
south, by the town of Rodriguez, Rizal in the east, the towns of Santa Maria and Marilao in the
west and Norzagaray in the north. According to the 2015 census, it has a population of 574,089
people, making it the 18th most populated city in the Philippines.
San Jose del Monte is home of one of the biggest resettlement area in the Philippines,
SapangPalay resettlement in 36 barangays (pop: 250,000) and others like Pabahay 2000 in
Muzon (pop: 106,603) Towerville in Minuyan Proper, (pop: 38,846) and 40 others scattered
along the city. People living here came from former squatters along creeks, esteros, riverbanks
and railway tracks of Paco, Pandacan, Sta. Ana and Tondo, all in Manila, as well as the fringes
of Fort Bonifacio in Makati (now part of Taguig). Some were squatters in private and
government land in Parañaque and Quezon City. The city's mayor is Arthur B. Robes while Vice
Mayor Efren Bartolome, Jr. heads the Sangguniang Panglungsod. The city is represented in the
House of Representatives by Congresswoman Florida "Ate Rida" P. Robes.
The elevation of the City ranges from approximately 40-900 meters above to sea level; the
relief transition from warm lowland to cool upland as one goes eastward. This is because the
City is part of the Sierra Madre mountain range. Plains and river valley flats characterize the
western and southwestern quadrant of the City. The central portion and much of its eastern
section is made up of undulating hills with low relief. High relief areas moderate slopes best
describe its extreme eastern and northwestern quadrant. The main maps are annexed to the main
document.
Slopes of three to eight percent (3-8%) are extensively found in the City, particularly on the
western half of the area. Slopes of 30-50% comprise the smallest portion of the total land area.
The idea of reduccion was widely spread during the Spanish Colonial Period. This was one
of the systems used to spread Catholicism to the remote areas of Bulacan. Reduccion or
reduction of population was practiced in the largely populated areas particularly in Meycauayan,
Bulacan and San Jose, Centro Da Baloges.
In March 1750, a decree from the Archbishop of Manila on the creation of new
municipalities was announced in Lagulo Church in Meycauayan. The decree included the list of
families who volunteered to be relocated. Where previously the only occupants were Itas and
Dumagats, San Jose del Monte (SJDM) became a municipality as a result of reduccion from
Meycauayan. These families brought with them rice, wine, nganga and salt from Lagulo (now
Malhacan) in exchange for the wild pigs, deer, yantok and almasigan of the Itas and Dumagats.
Solares, including intended lots for main roads, were peacefully distributed to the new occupants
after being measured and surveyed.
The municipality of SJDM was founded on March 2, 1752. The population, not exceeding
200 people, belonged to the family of farmers and stonecutters of Libtong and Meycauayan.
They lived a simple lifestyle and raised fish, root crops, vegetables, fruits and other natural
products.
Under the American regime in 1901, SJDM, being less progressive, weak and lacking in
peace and order was placed under the political supervision of Sta. Maria, Bulacan. Under
American dispensation in 1918, the town became an independent Municipality with Honorable
Ciriaco Gallardo as the first Municipal Mayor.
The Japanese Imperial Army took over the local government of San Jose del Monte from
1942-1943. In resistance, the municipality formed its own guerrilla unit. SJDM experienced
many casualties when the Americans bombed the Poblacion on January 11, 1945 and again on
January 14, 1945. The Municipal Building was burned by dissidents on October 10, 1950.
The year 1961 marked the opening of the first Government Resettlement Project, the
SapangPalay Resettlement Area, covering 752 hectares.
In January 25, 1978, nine barangays were created under P.D. 1921. With the passage of the
new local government code in 1991 came the reformulation of equal wealth sharing between the
national and local units and the realization of the residents of having their own barangays. This
move led to the creation of an additional 41 barangays under Provincial Ordinance promulgated
by RA 337 in December 1991.

With the advent of the new millennium, SJDM’s population registered a staggering 315,807.
It continues to grow as private subdivisions mushroom in strategic areas of the Municipality.
On September 10, 2000, SJDM was proclaimed as a Component City under Republic Act
No. 8797. It is said to be the largest town in the whole province of Bulacan in terms of land area
and population. Also known as the “Balcony of the Metropolis”, it is the first City in the
province of Bulacan and recorded as the 86th City of the Philippines.
On December 18, 2003, the City of San Jose became the 1st Lone Congressional District in
Bulacan.
In August 2007, the city’s population numbered to 439,090 based on the National Census
conducted by the NSO.
Theoretical Framework
This research will tackle about the theories behind the problem. It is also aimed to give the
theoretical framework of the study regards to its topic and the study is supported by the theories.
A marketability study is a microeconomic study that examines the marketability of a given
property or class of properties, usually focusing on the market segment (or segments) in which
the property is likely to generate demand. It includes a critique of the subject property, a study of
the economic environment in which it is and will be functioning, and an estimate of the subject
property’s proportional capture of market demand.

Every market analysis begins with a market study of the broad, or macroeconomic, influences on
a subject property. A market study always precedes a marketability study, which uses the data
gathered in the market study of a property type in the general market area. The marketability
study adds to the market study data and focuses the study on a specific property in a specific
market area.
Marketing Mix
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product,
Promotion and Place. However, nowadays, the marketing mix increasingly includes several other
Ps like Packaging, Positioning, People and even Politics as vital mix elements.
Figure2.
Marketing Mix
Source:Thriveglobal.com//
4 P’s of Marketing
Price: refers to the value that is put for a product. It depends on costs of production, segment
targeted, ability of the market to pay, supply - demand and a host of other direct and indirect
factors. There can be several types of pricing strategies, each tied in with an overall business
plan. Pricing can also be used a demarcation, to differentiate and enhance the image of a product.
Product: refers to the item actually being sold. The product must deliver a minimum level of
performance; otherwise even the best work on the other elements of the marketing mix won't do
good.
Place: refers to the point of sale. In every industry, catching the eye of the consumer and making
it easy for her to buy it is the main aim of a good distribution or 'place' strategy. Retailers pay a
premium for the right location. In fact, the mantra of a successful retail business is 'location,
location, location'.
Promotion: this refers to all the activities undertaken to make the product or service known to the
user and trade. This can include advertising, word of mouth, press reports, incentives,
commissions and awards to the trade. It can also include consumer schemes, direct marketing,
contests and prizes

AIDAS Theory of Selling
The AIDAS theory of selling is one of the widest known theories and is the basis for training
materials across numerous organizations. AIDAS stands for Attention, Interest, Desire, Action
and Satisfaction.
The AIDAS theory simply states that a prospect goes through five different stages before finally
responding satisfactorily to our product.
Attention - Gaining attention is a skill and just like any other skill, gaining attention can be
improved upon with practice. A common phrase applicable over here is “First impression is last
impression”. The initial attempt of the sales person must be to put the customer completely at
ease. Casual conversation is one of the best openers after which the sales person can gain
customer attention by leading him onto the sale.
Interest - Once you have gained attention, it is very important to maintain interest. Some sales
people are very good in the opening but as the technicalities take over, they become
uncomfortable while explaining the product. Whereas others who are strong in the product
department might open bluntly but create interest in the second stage. Maintaining interest is a
crucial part of the sales process so it is included in the AIDAS theory.
Desire - A sales person has to create enough desire in the customers mind so that he can
immediately buy the product. Imagine an aqua guard sales man or a Tupperware sales person,
they highlight the product in such a manner that you might be thinking “Why didn’t I buy this
product before”. Thus kindling that desire becomes an integral part of the AIDAS selling theory.
Action - Although there may be desire for the product, the customer might not act on it. He
might want to buy the product but he might not buy it. In such cases the customer needs to be
induced. There are various ways to induce the customer’s needs so that he can buy the product. It
is important for the sales person to understand whether to directly induce the customer or
whether to push the reminders
Satisfaction – Now when customer is willing to pay, you need to reassure the customer that he
has made the right decision. The product is good for the customer and you only presented the
product. It was his decision and he is right about it. These small cues post the sales process really
give confidence to the customer
Product Life Cycle Theory

The length of a Product Life Cycle stage varies for different products, one stage may last some
weeks while others even last decades. This shows that the Product Life Cycle is very similar to
the diffusion of innovation model that was developed by Everett Rogers in 1976.
The life span of a product and how fast it goes through the entire cycle depends on for instance
market demand and how marketing instruments are used.
Figure3.
Product Life Cycle
Source: https://www.toolshero.com/marketing/product-life-cycle-stages/
The Introduction Stage
When an organization has developed a product successfully, it will be introduced into the
national (and international) outlet. In order to create demand, investments are made with respect
to consumer awareness and promotion of the new product in order to get sales going. At this
stage, profits are low and there are only few competitors. When more items of the product are
sold, it will enter the next stage automatically.
The Growth Stage
In this Product Life Cycle stage the demand for the product increases sales. As a result, the
production costs decrease and high profits are generated. The product becomes widely known,
and competitors will enter the market with their own version of the product. Usually, they offer
the product at a much lower sales price. To attract as many consumers as possible, the company
that developed the original product will still increase its promotional spending. When many
potential new customers have bought the product, it will enter the next stage.
The Maturity Stage
In the maturity stage of the Product Life Cycle, the product is widely known and is bought by
many consumers. Competition is intense and a company will do anything to remain a stable
market leader. This is why the product is sold at record low prices. Also, the company will start
looking for other commercial opportunities such as adaptations or innovations to the product and
the production of by-products.
Furthermore, consumers will also be encouraged to replace their current product with a new one.
There is fear of decline of the product and therefore all the stops will be pulled out in order to
boost sales. The marketing and promotion costs are therefore very high in this stage.
The Decline Stage
At some point, however, the market becomes saturated and the product is no longer sold and
becomes unpopular. This stage of the Product Life Cycle can occur as a natural result but can
also be stimulated by the introduction of new and innovative products. Despite its decline in
sales, companies continue to offer the product as a service to their loyal customers so that they
will not be offended.

S.M.A.R.T. Objectives
The establishment of all objectives should be created using the S.M.A.R.T. philosophy.
S.M.A.R.T. is an acronym that is used to guide the development of measurable goals. Each
objective should be:
Specific
Specific answers the questions "what is to be done?" "how will you know it is done?" and
describes the results (end product) of the work to be done. The description is written in such a
way that anyone reading the objective will most likely interpret it the same way. To ensure that
an objective is specific is to make sure that the way it is described is observable. Observable
means that somebody can see or hear (physically observe) someone doing something.
Measurable
Measurable w/Measurement answers the question "how will you know it meets expectations?"
and defines the objective using assessable terms (quantity, quality, frequency, costs, deadlines,
etc.). It refers to the extent to which something can be evaluated against some standard. An
objective with a quantity measurements uses terms of amount, percentages, etc.. A frequency
measurement could be daily, weekly, 1 in 3. An objective with a quality measurement
would describe a requirement in terms of accuracy, format, within university guidelines.
Achievable
Achievable answers the questions "can the person do it?" "Can the measurable objective be
achieved by the person?" "Does he/she have the experience, knowledge or capability of fulfilling
the expectation?" It also answers the question "Can it be done giving the time frame, opportunity
and resources?" These items should be included in the SMART objective if they will be a factor
in the achievement.
Relevant
Relevant answers the questions, "should it be done?", "why?" and "what will be the impact?" Is
the objective aligned with the S/C/D’s implementation plan and the university’s strategic plan?
Time-oriented
Time-oriented answers the question, "when will it be done?" It refers to the fact that an objective
has end points and check points built into it. Sometimes a task may only have an end point or
due date. Sometimes that end point or due date is the actual end of the task, or sometimes the end
point of one task is the start point of another. Sometimes a task has several milestones or check
points to help you or others assess how well something is going before it is finished so that
corrections or modifications can be made as needed to make sure the end result meets
expectations. Other times, an employee’s style is such that the due dates or milestones are there
to create a sense of urgency that helps them to get something finished.
Conceptual Framework
The Conceptual model that will be used to this study is the Input-Process-Output (IPO) model
where it shows the series of boxes that are connected to each other. Wherein, the input box
shows the demography of residents for the marketability and popularity of pineapple jams to san
jose del monte. On the second box which is the process will show the instruments used by the
researcher to gather data and information to the respondents.
Lastly the third box, whick is the output shows for the solutions, recommendations, and
conclusion to the problem encountered.
A conceptual framework represents the researcher’s synthesis of literature on how to explain a
phenomenon. It maps out the actions required in the course of the study given his previous
knowledge of other researchers’ point of view and his observations on the subject of research
Input Process Output

*Demography of Gathering respondents Proposed marketing
respondents data and opinions strategy to promote
*Marketing Mix through the use of: pineapple jam to the
*Expectancy Theory residents of san jose del
*surveys
*Product Knowledge monte
*Customer *Questionaires
perception about the
*Product testing
product
Figure4.
The IPO model of the Research
The Research Paradigm of the Study
In this conceptual frame work, the input is the dependent variables which is the demography of
the respondents, Marketing Mix, Expectancy Theory, Product knowledge and Customers
perception about the product. The Process used is through Product testing and data gathering like
survey questionnaire. Through these instruments, it will give the result to the research study that
will lead to the output of the findings marketing strategy to promote pineapple jam to the
residents of san jose del monte.
Statement of the Problem
The problem of the study is:
“Marketability of Pineapple Jams in San Jose del Monte Bulacan
Specifically the study will seek to answer the following questions:
1. What is the demographic profile of customer of San Jose Del Monte terms of:
1.1Age;
1.2Gender;
1.3Civil Status;
1.4Social Status, and;
1.5Educational Attainment.
2. Do your Family eat jam often?
3. Could you tell me what types of jam you have had in your home in the last 12 months?
_Strawberry Jam _Mango Jam _Pineapple Jam _Others
4. Who are the main consumers of jam in your home?
_Adult _Children
5. Are you aware of the health benefits of pineapple jam?
Scope and Delimitation of the Study
This study focuses on the marketability of pineapple jam in four different barangays of san jose
del monte, bulacan. It is also to give knowledge to the residents about pineapple jam.
The Survey respondents are the residents of the four barangays, at any age except toddlers that
will help us gather information on this study in specific areas of san jose del monte, bulacan with
the total respondents of 200 taken from four barangays which are Muzon, Sapang Palay,
Graceville and Tungkong Mangga.
The four barangays will represent the respondents of our research “Marketability of Pineapple
Jam in San Jose del Monte, Bulacan.” Therefore, by using the random sampling of research
method the researcher can identify the survey that will help to lead a proposed solution to be able
to market pineapple jams.
Significance of the Study
The study is expected to be useful and beneficial for the following:
Pineapple Jam Manufacturers: The result of this study could provide knowledge to the
manufactures of pineapple jam to increase the volume of their production by considering
different events, occasions or seasons. It could also help them to promote the health benefits of
pineapple jams.
Pineapple Jam Retailers: The effects of this research can provide big impact for those retailers
of pineapple jams because this study will promote the product and give interesting information
about pineapple jam so that it may increase their income.
Future Pineapple Jam Retailers: The result of this study will provide the appropriate
marketing strategy and quality of pineapple jams to offer for the potential customers and to those
who want to establish pineapple jam business. It can also prevent past mistakes done by other
pineapple jam retailers by providing clear details on making and implementing marketing
strategies.
Student: this study will help them to get information about on how to conduct a research study.
This will served as their guidance to create a successful thesis or research study.
C u s t o me r s : this study would benefit the customers like parents,
housewives,housemaids, cooks, and people that uses pineapple jams as a part of their
breakfast. It would help to maximize the quality of the product and at the same time meet
the demands of their market.
Researchers: With the help of this research the researcher can identify the potential problem and
conduct a research to solve it. This study will gave another experience to the researcher to do a
task that will test his ability to solve a problem and to enhance his system thinking.
Future Researchers: this study would help the student researchers to be aware and
knowledgeable of the processes involved in how to make a research. It would help
them to be a better analyst and it can be a help as a future reference for more studies in
the future.
Definition of Terms
Anticipated: expected or looked-forward to
Brand Equity: the commercial value that derives from consumer perception of the brand name
of a particular product or service, rather than from the product or service itself
Conjures: to charge or entreat earnestly or solemnly
Desirability: the quality, fact, or degree of being desirable
Demand: the requirement of work or of the expenditure of a resource
Demarcation: the marking of the limits or boundaries of something: the act, process, or
result of demarcating something
Differentiate: to mark or show a difference in: constitute a contrasting element that

distinguishes
Encouragement: act of encouraging : the state of being encouraged

Establish: to make firm or stable; to introduce and cause to grow and multiply
Expectancy: the act, action, or state of expecting
Framework: a basic conceptional structure (as of ideas)
Instrumentality: the quality or state of being instrumental
Jam: a food made by boiling fruit with sugar until it is thick
Literature: writings having excellence of form or expression and expressing ideas of

permanent or universal interest
Macroeconomic: a study of economics in terms of whole systems especially with reference to

general levels of output and income and to the interrelations among sectors of the economy
Marketability: the ability of a commodity to be sold or marketed.
Paradigm: an outstandingly clear or typical example or archetype
Phenomenon: an object or aspect known through the senses rather than by thought or
intuition
Precedes: to be, go, or come ahead or in front of
Retail: to sell in small quantities directly to the ultimate consumer
Revenues: the total income produced by a given source
Segmentation: division into separate parts or sections.
Significance: something that is conveyed as a meaning often obscurely or indirectly
Steered: to direct the course (as of a ship or automobile)
Solicited: to try to obtain by usually urgent requests or pleas
Variables: able to vary : subject to varitation or changes

CHAPTER 2
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter presents Reviews of Related Literature and Studies, relevant to the
research problems. It consist of Foreign Literature and Studies and Local Literature and
Studies and Synthesis and Relevance to the study that are relevant in the topic “Marketability
of Pineapple Jam in City of San Jose del Monte,Bulacan: Basis for Proposed Marketing
Strategy”. The information gathered are from Book References, Articles, Journals, and
Internet or PDF.
Foreign Literature
Marketability is knowing what business you are really in and understanding the underlying
perceptions that connect your product to the people it is being marketed to. (Heiniger, 2016)
As stated by the author one of the most subtle forms of marketability is building the
perception to itself, of doing everything one can to make the product ‘Buyable’. Marketability
cannot be ‘read out’ from market studies, market test and focus groups but must be intuited. It
involves looking at the fringes, and looking just beyond them, and interpreting-perceiving-
underlying motivation and why someone really cares or doesn’t about your product. He added
that Marketability is further more distinctive from marketing in that it is done, or should be
done, before the fact, and if it is done correctly it doesn’t cost anything. Marketability is also
the more active form of selling. Selling, by necessity, is product oriented- features, functions,
advantages, etc. but understanding your products marketability puts the buyer into the
picture.(What They Don’t Teach You at Harvard Business School by Mark H. McCormack,
Chapter 8)
Essentially, marketability is a measure of whether a product will appeal to buyers and sell at a
certain price range to generate a profit. Marketing communications include public relations,
advertising, trade shows and collateral production, as well as other functions such as product
quality assurance and documentation. Prior to attempting to market products, the product
developers should complete a marketability evaluation. This helps marketing managers and other
executives determine whether the product(s) is marketable in the current and future market.
incorporating marketability evaluations helps determine the value of a new product. Questions to
consider are, "Who will buy this product?" and "How much does the product cost?" These and
other questions help determine if it is worthwhile to invest resources into the product. The
product should be able to fulfill the consumer's needs or desires; be manufactured and sold for
the right price that is profitable; have an established market opportunity; and pass safety,
environmental, legal and performance expectations and standards. All new products should be
evaluated early in the development stage. The evaluating process can start with your own
opinion or that of close colleagues. However, it is very important to obtain an objective opinion,
which can often return intangible results. A confidentiality agreement should always be used
when other people outside the organization are approached for marketing tests. (Newton, Chris.
“What Is Product Marketability.”) Marketability may apply to things or people. When it applies
to people, we are talking about making them attractive to potential employers or clients. People
may study for a degree to improve their marketability. This means that they believe that getting a
degree improves their chances of getting either a job or a better job.
When it applies to things, we are talking about their ability to be marketed or sold. If you are
selling your house, you might improve its marketability if you convert the loft into a living area.
In other words, converting the loft will make it easier to sell the house.(
https://marketbusinessnews.com)
(Hiam, 2014), Utmost Marketers grossly undervalue the quality. All such being any place near
even handed, a generality of customers take the higher-quality accoutrement. But be mindful to
look out what your customers believe the word quality means. The author stated that as a
marketer one should value the quality of the product that they are selling and most of the
customer tend to purchase more products that has a standardized quality. He also stated that one
must pay attention to the beliefs of the customers about the word quality. They may refer to
physical features, reliability, durability etc.

(S. Schnaars, 1998), Marketing bywords such as customer, market and product reverberate
loudly throughout the study of strategy. Knowing your business, your customers, your markets,
and your products are the essential ingredients for strategic success. Schnaars explained that one
should know who they’re selling to, what type of market they’re in, what is the use of the
product they’re selling and what are the best strategic actions one must do to achieve their goals
in marketing.
Foreign Studies
The main center of the Marketing strategy is appropriate allocation and coordinating activities
and marketing resources in order to supply operational objectives in terms of market and
product. In this way, the main problem related to the realm of the Marketing strategy is consists
of determining the specific markets for a family of products or a specific product and designing
and implementing of the appropriate programs in the field of mix marketing according to the
needs and demands of the potential customers of the target market and gaining competitive
advantage for organizations (Shafi'i, 2013). The purpose of marketing strategies is attraction
actions and loyalty plans (Dehghan and et al., 2015)
Aker (2009) In this regard, states that Marketing Strategy includes different operations such as
positioning, pricing, distribution and global strategies, that their success rate need Sustainable
competitive advantage and their development need to a proper understanding of the target market
and its requirements.
The concept of market orientation has attracted a lot of attentions of the marketing science
communities to its own. As the Market orientation is related to the principles of marketing and
marketing is combined with the philosophy of the organization and positive have the positive
effect on the performance of the organization. Despite the existence of the extensive research
that has been taken place in the various industrial sectors, very little effort has been done in the
field service organizations (Kheyri and Roshani, 2014).
An information system consists of people, equipment and methods of collecting, classifying,
analyzing, evaluating and distributing information necessary, timely and correctly to those that in
the area of marketing/selling are decisions maker (Safarzadeh et al., 2012).
The marketing creates fundamental contributions to long-term business success so, assessment of
Performance marketing is considered as a key task management. The Organizations achievement
to the Financial and market goals in the today's competitive environment requires marketing that
is both efficient and effective. With the fragmentation of the market because of the diversity,
increasing consumer sophistication, and reducing the levels of investment return rate, marketing
assessment seems necessary (Da Gama, 2011).
Local Studies
Pineapples (Ananas comosus) grow in some tropical countries such as Hawaii, India,
Malaysia, the Philippines and Thailand. Pineapple varieties are plentiful, but only a few
types are sold commercially, (Bartholomew et al., 2003). Pineapple are vibrantly
coloured with fabulous flavours and make fragrant jams and luxurious sweet preserves.
These are made from fruit boiled with sugar until setting point is reached. They rely on
pectin, sugar and acid for a good set, (Mayhew, 2008). In most countries there is a legal
requirement to use a certain minimum amount of fruit material in the product if it is
described as jam, but jellies may not have to contain any fruit base material ( Manley,
2001).
The main constituent of fruit is water, which contributes about 78 to 88% of total weight;
other volatile constituents, such as essential oils, esters, etc., are usually relatively
negligible in quantity. The non-volatile constituents include sugars, fruit acids, pectin and
gums, woody fiber and cellulose, nitrogenous substances, mineral salts and starch.
Colouring matters, tannins, ascorbic acid and alkaloids may also be present in small
quantities. In most fruits the natural sugars, sucrose, glucose and fructose constitute the
greater part of the total soluble solids (Morris, 2004).
According to Pierre Marmonier in the year 2003 when, in there Paris home, they experimented
with specialty jam recipes.
Now, living again in the Philippines, they decided to apply their French recipes to the local
fruits. Their jam is cooked in small batches in copper cauldrons, like how it used to be done in
France years ago. Their jam does not use any preservative, only natural fruits and sugar.
To maximize the fruit flavor of their jam, they impose on themselves a minimum of 60 grams of
fruits for 100 grams of jam.
They have developed their jam collection and have fused each collection with different flavors
and spices. Through our jam, your mind will travel and discover an endless territory of flavors.
According to Pratricia Baes The Philippines is blessed with a rich agricultural landscape that
gives locals a wide selection of fruits for consumption—among the most popular of which
are Philippine (“Carabao”) mangoes, said to be among the best of its kind in the world. Fresh
mangoes are a seasonal gem, but its luscious goodness can be enjoyed all year ’round thanks to
the power of preservation: by being cooked with sugar and other ingredients to transform into the
sticky, sweet spread (slash-topping-slash-cooking ingredient) known as jam. You’ll find a couple
of brands in the market, ranging from the commercially-produced sort to ones by smaller
companies that make their jams by hand—and while nothing beats the homemade sort, there’s
nothing wrong with going the store-bought route in the name of convenience or even just to
support local purveyors. But how do they differ, and which one best suits your preferences and
purposes?
Note: Jams are a category of the overarching family of preserves, thought to be distinguished
from its cousins by having a consistency that is relatively coarser and less stiff than what is
called a “jelly” but still more uniform and jellified than what is more specifically referred to as a
“preserve”. For consistency in this respect, we went with products that are explicitly labelled as
“Mango Jam”—with one important exception as you’ll read below. In practice however
(especially here in the Philippines), you’ll find varying degrees of thickness, solidity, and other
characteristics that may not necessarily adhere to the said definitions. Still, our focus is on each
individual jam’s qualities with respect to good food as a whole, and how they choose to exhibit
the said fruit’s flavor.

Commercially produced and available in most supermarkets nationwide, Clara Ole may well be
the most accessible brand of the bunch. Though overall on the firm-jelled end of the consistency
spectrum, it spreads easily to reveal a coarsely-blended purée of mango in a surrounding jelly,
and there is a fine grainy character to it which we hope points to actual fruit fibers, but also feels
odd on the tongue. Flavor-wise there’s a ton of tanginess (delivered via the addition of citric
acid), which the team appreciates, but which also feels like a cover-up for the very little mango
flavor underneath—sugar and water come before the actual mango in the ingredient list (go
figure). More off-putting is the presence of a peculiar chemical-tasting note that isn’t too
noticeable when spread on toast, but can make it difficult to enjoy the jam plain.
Like other jams in their lineup, this French-helmed, Philippines-based artisanal jam company’s
mango variant comes packaged in small jars that are elegant in appearance, consistent with their
“luxury jam” tagline. Inside is a relatively runny jam with a consistency we’d compare to a
slightly thicker coulis (or fruit sauce)—viscous enough to be poured easily, barely-set, with the
consistency of puréed fruit that holds itself together as a heavy syrup. While there’s
comparatively little tang to uplift the flavor equilibrium (even though you do find lemon listed in
the ingredients), you get the clear taste of mango through and through that well highlights its
natural creaminess.
This next jar forms part of the artisanal, small batch line of fruit preserves of acclaimed Filipino
food blogger-slash-Zubuchon owner Joel Binamira (a.k.a. Marketman). It has the shortest
ingredient list of the lot—just mangoes, cane sugar, and pectin to be exact—and offers a clear,
juicy dose of mango flavor with a honey-like tone and just enough of a vibrant tanginess (despite
being the only brand of the bunch where there is no additional source of acid, e.g. from lemon
juice or citric acid, aside from what is naturally found on the mango). The consistency is more
similar to a fruit preserve, with with small but clear-cut chunks of succulent, sweet mango
embedded throughout runny, barely-jelled (if not syrup-like) base. This makes the jam an
especially good contender for use as a topping over oatmeal, ice cream, or plain Greek-style
yogurt.
Island Gems’ version is explicitly billed as a “fruit preserve”, but we’re including it as its actual
characteristics better resemble that of a jam—perhaps in the most accurate way of bunch (which
is ironic, considering it’s the only brand not labelled as such). It takes on a golden hue and offers
a consistency of fruit that’s loosely puréed but still slightly chunky, somewhat in between The
Fruit Garden’s and Marketman’s but thicker and more jelled than the said two brands. The flavor
of mango is there, with a part-tangy, part-floral, citrusy finish we initially liken to orange zest,
but which the ingredient list reveals to come from calamansi. While this makes for a less purely-
mango flavor profile, it melds wonderfully with the creaminess and sweetness of the main fruit.
Hailing from Baguio, and from the makers of some of the best-known ube jam in the country, is
this pasalubong center staple. You get a similar puréed-fruit consistency as Clara Ole’s but
thicker and stickier—less like jelly and more like a very thick, almost-candied fruit compote. Its
relatively dark color hints at its deeper, slightly caramelized-mango flavor (think dried
mangoes as opposed to the fresh fruit), which is beautifully complimented by just a good amount
of tang. Overall it’s on the sweeter, stronger-tasting, and candy-like end, but this potency makes
it stand out when spread into event the thickest of pan de sal; it also makes for good use on
dessert (e.g., as a quick filling for a crostata) or for straight-up nibbling, right from the spoo
Though labelled as a jam, this oft-exported brand offers a spread with a consistency much closer
to a jelly—uniform in texture with no fruit solids, and set firm enough that you can ‘cut’ and
spoon it out of the jar and have it hold its shape. Still, it spreads easily and quickly disintegrates
into its liquid-y backbone once on the tongue. In terms of flavor, you do get a good balance of
the deep cooked-fruit taste, creamy mango, and tangy finish—but its overall sum feels muted by
the presence of a starchy mouthfeel.
McNester originates from Guimaras, land of some of the best mangoes in the country. Their
mango jam is similar to Philippines Brand’s in that it takes on a uniform consistency and is more
akin to jelly than jam—but is set a touch less firm so it spreads easier. There’s also less of the
starchiness found in Philippines Brand, allowing McNester’s brighter, juicier mango flavor to
come across more clearly.
Though all (except one) are sold as “mango jam”, texture is where they differ the most.
Semantics of jams versus jellies, preserves, and the like aside, some brands’ versions are more
runny and viscous (Marketman’s, The Fruit Garden’s) while others are more solid and jelly-like
(Clara Ole, Mountain Maid, Philippines Brand, McNester). Some also offer a uniform
smoothness (Philippines Brand, McNester), others a more puréed consistency (The Fruit Garden,
Mountain Maid, Island Gems), and others still, more chunkiness (Clara Ole, Marketman’s).
You get a wide variation of flavor balance here too, with some brands that taste more tart (Clara
Ole, Island Gems) or deep-cooked (Mountain Maid) than others. But for the best mango flavor, it
pays to go for the smaller, relatively upscale brands: Marketman’s in particular showcases
mango bright and clear; The Fruit Garden’s stays true to the creaminess of the ripened fruit;
McNester’s delivers it lush and vibrant albeit in a jelly-like medium; and Island Gems’, though
citrusy in finish, still offers an overall fruit-centric taste. Still, all brands do present the signature
essence of Philippine mango that Filipinos can best be proud of—just in different ways that all
have their place.
Synthesis and Relevant
Heiniger 2016 - knowing what business you are really in and understanding the underlying
perceptions that connect your product to the people it is being marketed to.
Mark H. McCormack – He said that marketability is building the perception to itself, of doing
everything one can to make the product ‘Buyable’.
Newton, Chris – He said that marketability may apply to things or people. When it applies to
people, we are talking about making them attractive to potential employers or clients. People
may study for a degree to improve their marketability. This means that they believe that getting a
degree improves their chances of getting either a job or a better job.

Hiam, 2014 – He said that a marketer one should value the quality of the product that they are
selling and most of the customer tend to purchase more products that has a standardized quality.
S. Schnaars, 1998 – He said that one should know who they’re selling to, what type of market
they’re in, what is the use of the product they’re selling and what are the best strategic actions
one must do to achieve their goals in marketing.
Shafi'i, 2013 – Said that marketing strategy is consists of determining the specific markets for a
family of products or a specific product and designing and implementing of the appropriate
programs in the field of mix marketing according to the needs and demands of the potential
customers of the target market and gaining competitive advantage for organizations.
Aker (2009) – Said that marketing Strategy includes different operations such as positioning,
pricing, distribution and global strategies, that their success rate need Sustainable competitive
advantage and their development need to a proper understanding of the target market and its
requirements.
Kheyri and Roshani, 2014 – He said that market orientation is related to the principles of
marketing and marketing is combined with the philosophy of the organization and positive have
the positive effect on the performance of the organization. Despite the existence of the extensive
research that has been taken place in the various industrial sectors, very little effort has been
done in the field service organizations
Safarzadeh et al., 2012 – He said that information system consists of people, equipment and
methods of collecting, classifying, analyzing, evaluating and distributing information necessary,
timely and correctly to those that in the area of marketing/selling are decisions maker.

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BULACAN STATE UNIVERSITY-SARMIENTO CAMPUS i

Marketability of Pineapple Jam in City of San Jose del Monte,

Bulacan: Basis for Proposed Marketing Strategy

A Thesis Presented to the Faculty of BIT Department

Bulacan State University-Sarmiento Campus

San Jose Del Monte, Bulacan

In Partial Fulfillment of the Requirements for the Degree

Of Bachelor of Science in Hospitality Management

Magno, Michael Gabriel D.

Paran, Lorie May A.

Dela Cruz, Kendrick I.

whenever she thought We needed it.

study. For always understanding every time we went home late.

THE PROBLEM AND ITS BACKGROUND

that include research Introduction, Background, Theoretical Framework, Conceptual Framework,

and definition of terms.

the Philippines and exported to many countries in Asia.

Currently, there is a famous food that is typically loved by Filipinos, bread.

anyone who tastes it.

Background of the Study

become one fruit.

pineapples were cultivated widely in the tropic regions.

sherbet, and fritters.

soared in the 20th century.

Map of San Jose del Monte, Bulacan.

people, making it the 18th most populated city in the Philippines.

House of Representatives by Congresswoman Florida "Ate Rida" P. Robes.

Bulacan and San Jose, Centro Da Baloges.

after being measured and surveyed.

Ciriaco Gallardo as the first Municipal Mayor.

SapangPalay Resettlement Area, covering 752 hectares.

by RA 337 in December 1991.

It continues to grow as private subdivisions mushroom in strategic areas of the Municipality.

province of Bulacan and recorded as the 86th City of the Philippines.

conducted by the NSO.

A marketability study is a microeconomic study that examines the marketability of a given

property’s proportional capture of market demand.

contests and prizes

AIDAS Theory of Selling

responding satisfactorily to our product.

customer attention by leading him onto the sale.

crucial part of the sales process so it is included in the AIDAS theory.

whether to push the reminders

give confidence to the customer

Product Life Cycle Theory

market demand and how marketing instruments are used.

Product Life Cycle

The Introduction Stage

sold, it will enter the next stage automatically.

The Growth Stage

The Maturity Stage

the production of by-products.

The Decline Stage

will not be offended.

objective should be:

measurement could be daily, weekly, 1 in 3. An objective with a quality measurement

would describe a requirement in terms of accuracy, format, within university guidelines.

to create a sense of urgency that helps them to get something finished.

researcher to gather data and information to the respondents.

conclusion to the problem encountered.

A conceptual framework represents the researcher’s synthesis of literature on how to explain a

Input Process Output

The IPO model of the Research