The Philippines

Maria Ruiz
Luis Padilla
 Environment

• 7,100 islands
• Tropical climate,
monsoons year round
• Mostly mountains with
narrow to extensive
coastal lowlands
• Longest discontinuous
coastline
 Land Use
• Minerals: copper, chromite, gold
• Agriculture: rice, sugarcane, cotton,
coconuts, bananas, mangos
• Other industries: fishing, mining,
lumbering, poultry raising, shipbuilding,
weaving
 Pre-Hispanic Culture
• Barangays: 30-100 families
• Datu: leader of barangay
• Council of elders
• Four classes of society
• Religion
– Form of polytheism
– Bathala
 Values
• Strong family and community relationships
• Respect for elders and authority
• Strong religious faith
• Hospitality
• Bayanihan
 Filipino Cuisine
• Malay: preparation techniques; use of
chili and coconut milk
• Chinese: noodles and soy products
• Spanish: dishes emphasizing meat
and dairy products
• 80% of food is of Spanish origin
 Adobo
• Comes from
Spanish word
“adobar”
• Stew made with
chicken or pork
marinated in soy
sauce, vinegar,
garlic, and
peppercorns
 Why Adobo?
• Regional and historical influences
• Reflection of Philippine history
1. Distantly related to ginataan
2. Spanish introduced marinating
3. Regional variations
• Represents identity, colonialism, and
ethnic pride
 Characteristics
• Sweet and sour taste
• Long shelf-life
• Easy to make
• Ease of transportability
• Used as main course in a meal or as a
snack
 Target Market
• Leading States: California, Hawaii,
Illinois, New Jersey, New York
• Adults 18-65 years old
• Highly educated people in nursing and
medical professions
• Annual income of $20,000 and over
 4 P’s

• Product:
– Bayanihan Adobo
– Microwaveable
rice bowls
 4 P’s Continued
• Place
– Grocery stores
– Asian specialty food stores
– Hospital cafeterias
– College campuses
• Price
– 4.99 basic adobo with white rice
– 6.99 coconut milk adobo with white rice
• Promotion
– Samples
– Events: Philippine Weekend