ADAMASON UNIVERSITY COLLEGE OF ENGINEERING INDUSTRIAL ENGINEERING DEPARTMENT FEASIBILTY STUDY MARKETING STUDY OF PUMPKIN HOPIA SUBMITTED BY: CRISOSTOMO IBBARA GROUP ARCAY, CRISTINA BULANADI, HELENE CLARISH CHUA, AARON PAUL MARCUAP, KATRINA CARLA NUEVA, EDUARDO JR. B. SUBMITTED TO: ENGR. VENUSMAR QUEVEDO JULY 15, 2011 INTRODUCTION Hopia is the all time favorite pastry food snack introduce by the Fujianese here in the Philippines.
There are lot of Hopia manufacturers are well known because of the taste and quality itself.In other country, you can find Hopia they call it as moon cake filled with different fillings. In our country, the most popular Hopia brand is Eng Bee Tin, Holland, Poland and Tipas.
As a child, we loved hopia munggo or mung bean filling. In the pass, there is no mix flavored hopias in the late 60’s and 70’s. Suppose for a kid, the sweetish buttery munggo filling was as good as a protein rich beans were going to get.
As much as we loved munggo hopia, we absolutely like the taste of mix flavor of hopia like ube, pandan, cheese, langka, etc.The researchers think about giving it some more, tried a new version of Hopia, and the people got what felt like the most repulsive piece of mushy slow-cooked in one bites and taste like you’ve never been taste the special hopia. Nowadays, Consumer is more conscious on the nutritional facts they buy. The researchers are introducing the new product line of Hopia that filled with pumpkin. We would like to make the new version of Hopia, thinking of changing the shape of it, maybe putting holes in it or simple adding some ingredients that will catch the attention of Hopia lovers.Having a product that appeals to the target consumer is obviously critical in any identified, taste cleanliness, freshness, variety, nourishment as benefits that our product will offer the target consumer. Anywhere we can buy Hopia, so there is the opportunity of this business in the market.
BACKGROUND OF THE STUDY Hopia or Moon cake is a popular Filipino beans filled pastry originally introduced by Fujianese immigrants in urban centers of the Philippines around the start of the American civil occupation. It is a widely-available inexpensive treat and a flavored gift for friends and relatives.There are two types, the flaky type which uses Chinese cuisine/ Chinese puff pastry and the cake dough type which uses soft cookie dough similar in texture and taste to the wrapper dough for fig Newton /fig Newton’s. The most popular flaky hopia is Hopiang Mungo and as its name implies, is filled with sweet split mung bean paste.
Hopiang Baboy is filled with a bread crumb paste studded with candied winter melon, flavored with green onions and enriched with candied pork back fat which originally gave it its name.Due to the popularity of Ube, the purple yam paste that was traditionally served mainly at Christmas time which has a unique color and great flavor that lends itself to pastry making, Hopiang Ube has in recent years also become a clear favorite among Filipinos necessitating its availability the whole year round. The second type of hopia, the cake dough type also called Hopiang Hapon, is usually filled with sweet adzuki bean paste and when formed into round cakes look similar to small moon cakes served for the Chinese Autumn Festival.They are sometimes formed into cubes and cooked in a griddle one side at a time instead of being baked in an oven. Hopiang Hapon also bears a close resemblance to the more recently introduced Japanese kuri manju both in its filling and its wrapper dough which probably supplied this hopia’s “Hapon” (Tagalog for Japanese) designation. SIGNIFICANCE OF THE STUDY The purpose of this study is having a product that develops / introduces new variety that appeals to be ordinary yet very unique.
Also the Nutrition benefits that carrot and Pumpkin can give to the consumer. STATEMENT OF THE PROBLEMOne of our big problems is how to introduce our product to the consumer which they always think that it would be all the same as the traditional one. Many also think that others are better because they are already known and quite established. Our competitors Hopia has different unique quality that the consumer may like. Another thing is the most crowded place that people may notice the product so that it is easily accessible OBJECTIVES The main objectives for this study is to produce and introduce a unique twist and taste of Moon Cake that will target health continuous class of consumers.This traditional Filipino snack is scattered all over the Philippines with only three favorite flavors such as ube, Baboy and munggo but this time it will have an all natural fruits and vegetables so that it would be healthier to the consumers.
ANALYSIS OF THE PRESENT MARKET Hopia is well known for being a past time food or pasalubong for others. It is widely known in Quiapo and Binondo because of several shops offering different styles of hopia. Popular flavors are mongo, Baboy/ winter melon and ube.
Popular shops are located in Binondo, these are Eng Bee Tin, Poland, Holland, Salazar, and among others.They are successful in providing quality hopia that will serve the Filipino taste. There are lots of players in hopia industry but they failed to deliver it to the consumers due to the locations of their shops as well as the market segmentation they are targeting in which they have different pricing for their hopia. We would like to introduce a new product line where the healthy conscious people would love to eat. The market of hopia is somewhat stable or growing due to the influence of Chinese in our culture.
The customers would expect healthy benefits from our hopia so they get their money’s worth.