Marketing Analysis: La Miel Filipina

Strategy of pricing

After analyzing competitors, we conclude that they use the strategy of cost based pricing. Honey is valuable and is really difficult to get.

La Miel Filipina’s, Performance Indicators Profit/product

We generate a lot more profit which means that our marketing efforts were effective and paid off. It also shows that our products were being patronized by our customers. In this performance indicator we will able to see the demands of each product.

Cost of Goods Sold/product

We always provide our customers with high quality products but as much as possible we always choose products that are of high quality but also with a cheaper price. Checking if the variable cost of goods sold is maintained or with little variance.

It’s a Sophisticated local varieties of Natural Wild Honey.

Basically, the target market of La Miel Filipina is the ones who are health conscious and those who have money/ afford to buy the honey offered. The main target customers are the end users/consumers. They could be health/dietary enthusiast, doctor, health conscious because of health risks. The reason behind this target market is because, raw honey is really medicinal and proven to cure wounds, cough, natural antibiotic, best alternative sweetener to diebetics and etc.

Target Market:

Health Conscious

Lives in Manila

15 k above personal income

Age 25-69

Based on the 15 Focus Group Discussions that was conducted by the business owners of La Miel Filipina, they were able to distinguish the target market they want. First they segmented which city do these people live, then they targeted the health conscious people. Then they segmented it to the level of personal income and even age as well. La Miel Filipina believes that by segmenting and being able to get the target market is very important because it will help them to focus more in satisfying the needs and wants of the particular sub unit. Despite this, La Miel Filipina still wants to sell outside manila and since it’s an online shop, we will include the customer behavior of those who are

If you buy honey, what brands of honey have you bought from the past? (Please indicate the past and present brand)

14. Where did you know these brands? o Advertisements o Family/ Friends/ Co-workers o Internet o Others (Please Specify):_________________

15. What bottle size do you prefer for honey? (Rate it 1-highest and 5-lowest) o 50 ml o 120 ml o 250 ml o 500 ml o 1000 ml/ 1 liter

16. Do you know the difference between wild honey and cultured honey? o Yes o No

17. Do you know the difference between raw honey and processed honey? o Yes o No

18. Do you know that there are various types of honey that have different taste? o Yes o No

19. Do you know the uses and benefits of honey? o Yes o No

20. Does the purity of honey matter to you? (Why or why not?) o Yes o No

21. What do you think is the price for a jar of raw wild honey? o 50 ml: __________ o 120 ml: __________ o 250 ml: __________ o 500 ml: __________ o 1000 ml: __________

22. If our product is available in the market, are you willing to buy? o Yes o No

23. After tasting the different types of honey, Rank your preference from 1 to 3. (1 being the highest, 3 being the lowest)

 Pisukan honey fresh ________

 Ligwan honey ________

 Pisukan Hardwood honey