Chapter 1.

Executive summary

Kalabasa Ice Cream aims to revolutionize the frozen dessert industry by introducing a unique
and healthy ice cream flavor. The objective of this product is to provide customers with a delicious
and alternative dessert that compliments the sweetness of squash with a creamy texture. It is
appealing to health-conscious individuals and dessert enthusiasts who are eager to try something
new to their taste buds.

The kalabasa Ice Cream is made through roasting fresh squash, blending it with premium
ingredients, and churning it to perfection. The result is a fruity and creamy treat that is rich in
essential nutrients like Vitamin A, C, E, Magnesium, and Potassium. The ice cream stands out for its
unique flavor profile and nutritional benefits, offering a refreshing twist on traditional ice cream
options.

Target Market, Location, Capital

Our target market are the people who hangout in pahayahay sa Pantalan and the students of Gingoog
City United Colleges. The plan is to establish a stall in pahayahay sa Pantalan. The capital
investment will be allocated towards equipment, ingredients, marketing, and staff training to ensure
a successful launch.

Financial Outlook for Marketing Plan

To ensure financial success in the squash ice cream business, it is essential to develop a
comprehensive business plan that includes financial projections, cost analysis, and pricing strategies.
Factors such as production costs, distribution expenses, and marketing efforts should be carefully
considered to determine profitability. includes a detailed budget for promotional activities, social
media campaigns, and collaborations with influencers to create buzz around our Kalabasa Ice
Cream. The aim to achieve a positive return on investment through strategic pricing, product
differentiation, and customer engagement initiatives to drive sales and brand awareness.
Furthermore, understanding consumer preferences and market trends can help in identifying
potential growth opportunities and adjusting the business strategy accordingly. Building a strong
brand presence, implementing effective marketing strategies, and offering a high-quality product can
contribute to the financial success of the business.
It is important to note that the financial outlook for any business is subject to various factors and
market conditions. Conducting thorough market research and regularly evaluating the financial
performance of the business will be crucial in adapting to changes and ensuring long-term
sustainability.
 Chapter 2
Marketing Background

A. Overview of the Industry

Kalabasa ice cream is an emerging variation of ice cream that incorporates the flavors and nutritional
benefits of squash. It offers a unique and potentially healthier alternative to traditional ice cream
flavors. The process of making kalabasa ice cream involves boiling, blending, and freezing the
ingredients to create a creamy and flavorful frozen dessert.

One of the key aspects of squash ice cream is its potential health benefits. Squash is a nutrient-rich
vegetable that is high in vitamins and minerals. By incorporating squash into ice cream, it provides
an opportunity to enjoy a sweet treat while also obtaining some of the nutritional benefits of squash.

The sensory acceptability of squash ice cream has been a focus of research, with studies evaluating
factors such as appearance, aroma, texture, taste, and overall acceptability. These studies aim to
optimize the recipe and ensure that the squash flavor is balanced with other ingredients to create a
delicious and enjoyable ice cream experience.

B. Market Profile (Geographic, Demographic, Psychographic)

Geographic: the target costumes of kalabasa ice cream are the people of Pahayahay sa Pantalan and
the students of Gingoog City United Colleges (GCUC) .

Demographic: The target market customers of kalabasa ice cream are the young and adults. Which
ages between 4 and above years old. This product is available for everyone and to satisfy their
uneasy feeling.
Psychographic: the Target market of kabalasa ice cream are everyone who likes sweet, cold and
delicious Ice cream through enjoying the unique and satisfying flavor of kalabasa ice cream.

C. Environmental Analysis

Opportunities

Market Potential: kalabasa ice cream has a potential to attract health-conscious consumers who are
looking for unique and nutritious dessert options. The distinct flavor profile of kalabasa ice cream
can be a selling point for those seeking an innovative and alternatives to traditional ice cream
flavors.

Product Differentiation: By offering kalabasa ice cream, the business can already differentiate itself
from it’s competitors in the ice cream industry. This uniqueness can attract customers who are
looking for something different and open to trying new flavors.

Diversification: With squash as the main ingredient, the business can explore different variations and
flavors of squash-based ice cream. This diversification can help cater to a wider customer base with
varying preferences.

Threats

Seasonality: Squash availability may vary depending on the season. This can impact the consistency
of production and the management of the supply chain. It's important to plan accordingly and ensure
a stable supply of squash throughout the year.

Competitive Landscape: The ice cream industry is highly competitive, with well-established brands
and a wide range of dessert options available. The business will face competition from these
established brands as well as other dessert offerings. Differentiating the product and effectively
marketing its unique qualities will be crucial in gaining market share.
Consumer Acceptance: Introducing a new flavor like squash into the ice cream market may pose a
challenge in terms of consumer acceptance. Convincing customers to try a new and unfamiliar flavor
requires effective marketing strategies, such as highlighting the health benefits and unique taste of
kalabasa ice cream.
Key Success Factors

Quality Control: Ensuring consistent quality in terms of flavor, texture, and appearance of the
kalabasa ice cream is essential for customer satisfaction. Implementing rigorous quality control
measures throughout the production process will help maintain the high standards expected by the
customers.

Innovative Marketing: Creative and innovative marketing strategies will play a crucial role in
promoting the kalabasa ice cream and attracting customers. Highlighting the health benefits, unique
flavor, and potential for customization can help generate interest and build a loyal customer base.

Supply Chain Management: Establishing reliable sources of high-quality squash, managing

inventory effectively, and optimizing production processes are key factors in the success of your
business. Building strong relationships with suppliers and ensuring a smooth supply chain will help
to maintain a consistent and reliable source of squash for the ice cream production.
 Chapter 3
Competitive Analysis

A. Competitive Positioning

To understand the competitive positioning of kalabasa ice cream, it is important to analyze the
market and identify key competitors. This involves assessing factors such as flavor selections,
pricing strategies, promotional activities and customer feedback of other ice cream shops in the
area. By conducting a comprehensive competitive analysis, you can gain insights into the
competitive landscape and strategically position your kalabasa ice cream.

B. Market Shares/Sales Volume/Profit Trends

To assess market shares, sales volume, and profit trends of kalabasa ice cream, it is crucial to gather
data from industry reports, market research, and financial statements of ice cream companies. This
information will provide insights into the market performance of kalabasa ice cream compared to its
competitors. By analyzing market shares, sales volume, and profit trends, you can identify the
growth potential and market position of squash ice cream.

C. Marketing Strategies

Product: Evaluate the unique features and qualities of kalabasa ice cream, such as its taste, texture,
and ingredients. Compare it with other ice cream flavors in terms of popularity and customer
preferences.

Price: Analyze the pricing strategies of kalabasa ice cream in relation to its competitors. Consider
factors such as pricing tiers, discounts, and promotions to understand how it is priced in the market.
Place: Assess the distribution channels and locations where kalabasa ice cream is available.
Determine its accessibility and availability compared to other ice cream brands.

Promotion: Evaluate the promotional activities and marketing campaigns used to promote kalabasa
ice cream. This includes advertising, social media presence, collaborations, and events.

D. Strengths:

Health Benefits: kalabasa ice cream can be positioned as a healthier alternative to traditional ice
cream flavors. Squash is rich in vitamins and minerals, making it a nutritious ingredient that can
appeal to health-conscious consumers.

Unique Flavor: kalabasa ice cream offers a distinctive and unique flavor that sets it apart from
traditional ice cream flavors. This uniqueness can attract customers who are looking for something
different and exciting.

Seasonal Appeal: Squash is often associated with summer seasons and even in snack time or as a
comfort food, making kalabasa ice cream a seasonal treat. This can create a sense of anticipation and
exclusivity, driving customer interest and demand during specific times of the year.

E. Weaknesses:

Flavor Balance: Achieving the right balance of squash flavor in ice cream can be challenging. It is
important to ensure that the squash flavor is not overpowering or too subtle, as this can affect
customer satisfaction and repeat purchases.

Seasonal Availability: kalabasa ice cream may face challenges related to seasonal availability of
fresh squash. This can limit its availability and potentially impact sales during off-seasons.

Competition: The ice cream market is highly competitive, with established brands and popular
flavors dominating consumer preferences. Introducing a unique flavor like squash ice cream may
face competition from these traditional favorites.
 Chapter 4
Company Background

A. company profile
Sweet Squash Scoops is a budding artisanal ice cream company dedicated to crafting delightful
frozen treats infused with the natural goodness of squash. Born out of a passion for culinary
innovation and a love for wholesome ingredients, the journey began with a dream to revolutionize
the frozen dessert industry. Committed to quality, creativity, and customer satisfaction, the company
is excited to embark on this delicious adventure and share the unique creations to the world.
The creation of the company's Sweet Squash Scoops is due to the demand of creating innovative
products, that can gives the people a sense of satisfaction that they want in frozen threats such as ice
cream. Sweet Squash Scoops is loved by all people whether they're young, young at heart or even
the adults.

B. Current Position of the Company/Brand in the Market:

At Sweet Squash Scoops, the company is beginning to make its mark in the competitive world of
frozen desserts. While the company is currently establishing it’s presence in local markets and
building a loyal customer base, it also recognizes the challenges and opportunities that lies ahead.
With a focus on authenticity, innovation, and community engagement, the company is eager to carve
out its niche in the market and introduce its one-of-a-kind creations to discerning dessert lovers
everywhere.

C. Company/Brand/Product Strength and Weaknesses

Company/Brand/Product Strengths: Health Benefits: kalabasa ice cream can be positioned as a

healthier alternative to traditional ice cream flavors. Squash is rich in vitamins and minerals, making
it a nutritious ingredient that can appeal to health-conscious consumers.

Unique Flavor: kalabasa ice cream offers a distinctive and unique flavor that sets it apart from
traditional ice cream flavors. This uniqueness can attract customers who are looking for something
different and exciting.
Seasonal Appeal: Squash is often associated with summer and hot seasons, making kalabasa ice
cream a seasonal treat. This can create a sense of anticipation and exclusivity, driving customer
interest and demand during specific times of the year.

Company/Brand/Product Weaknesses: Flavor Balance: Achieving the right balance of squash flavor
in ice cream can be challenging. It is important to ensure that the squash flavor is not overpowering
or too subtle, as this can affect customer satisfaction and repeat purchases.

Seasonal Availability: kalabasa ice cream may face challenges related to seasonal availability of
fresh squash. This can limit its availability and potentially impact sales during off-seasons.

Competition: The ice cream market is highly competitive, with established brands and popular
flavors dominating consumer preferences. Introducing a unique flavor like squash ice cream may
face competition from these traditional favorites.

D. Brand/Product Consumer Cycle

 Identify Market Segment:

Students, By passers, Online shoppers

 Market Need Being Addressed:

The Market need that is being addressed by Sweet Squash Scoops is the demand of the
consumer for an innovative product that is nutritious and delicious.

 Buying Patterns:
The customers usually go to the company’s small food stall to buy the product or they can also
messages directly through Sweet Squash Scoops Gingoog for online orders.
 Usage Habits:
The Sweet Squash Scoops can be consumed for dessert or just to give yourself a treat after a
long and exhausting day of work.
 CHAPTER 5

IDENTIFY MARKET OPPORTUNITY

The ice cream market is witnessing a trend towards unique and innovative flavors.
Consumers are increasingly drawn to new and exciting taste experiences, including exotic
and global influences. Squash ice cream presents an opportunity to tap into the growing
demand for unique flavors and innovative ice cream offerings.

By incorporating squash as an ingredient, companies can cater to consumers looking for new
taste experiences. Companies can explore different variations of squash ice cream, such as
combining it with complementary flavors or adding texture elements like nuts or chocolate.
Pricing strategies should consider factors such as production costs, target market, and
competitive analysis.

Distribution channels for Kalabasa ice cream can include various outlets such as
supermarkets, grocery stores, specialty ice cream shops, and online platforms. Companies
should assess the target market and select distribution channels that align with consumer
preferences and ensure widespread availability. Promotional strategies play a vital role in
creating awareness and generating interest in squash ice cream. Companies can utilize
various marketing channels, such as social media, influencer partnerships, and targeted
advertising campaigns. Highlight the unique flavor profile and health benefits of Kalabasa
ice cream in promotional materials to attract health-conscious consumers. Collaborations
with local farmers or squash producers can reinforce the use of fresh and locally sourced
ingredients.