College of Business Administration – Pamantasan ng Lungsod ng Muntinlupa

A Market Research of BSBA Section 4MM1

CONNECTING AGUINALDO BLEND COFFEE INTO THE MIND OF THE

CONSUMER:

A STUDY ON AUGMENTED REALITY

Adduru, Nina Keziah S.

Areza, Shania Aubrey H.

Bondad, Josephine P.

Keywords: Augmnted Reality, Market Penetration, Promotion

ABSTRACT

The Aguinaldo Blend Coffee is not a well-known brand specifically here in

Muntinlupa City because the market of the product is limited only in the university

market, public market and unidentified coffee shop. The researchers choose the

Aguinaldo Blend Coffee because they want to promote and introduced the product here

in Muntinlupa with the same target market that is male and female ages 18 and above

including the stakeholders who are coffee lovers. Coffee drinkers and Coffee sellers at

the Pamantasan to increase its Market share. Aguinaldo Blend Coffee doesn't have any

promotional strategies and that is the reason why the researchers decided to use the
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Augmented Reality Approach. The main objective of this study is to connect the

Aguinaldo Blend Coffee to the mind of consumer through the use of one of the market

penetration tactics which is Augmented Reality approach. The Researchers wants to

measure the effectiveness on how the Augmented Reality to connect into the mind of

consumers. The researchers measured the effectiveness of different Augmented Reality

tools through the 3D Thinking, AR as a primary story telling medium, Use as a creative

Social media tool (E-commerce setting) and offering unique, memorable interactions.

Next is to conduct an interview, product tasting, survey and to gather the data of the

consumer and created a comprehensive Marketing plan for Aguinaldo blend coffee.

Based on the findings of the study out of 100 respondents, majority of them comprises

are in the age group of 18 – 22, Male, Students, Coffee Drinkers and 87% of them are

not familiar with Aguinaldo Blend Coffee. Basically out of four (4) Augmented Reality

promotional activities, Offering Unique, Memorable interactions and using Three

Dimensional Thinking are the two of the Highly Effective approach/ tool that will connect

into the minds of the consumer.

RATIONALE

Coffee has become one of the highest consumed beverages globally, and its

market continues to grow rapidly. This is a testament to the claim that the beverage

“has become better or more interesting than it is today” (Hoffman, 2014). In fact,

according to market research firm Euro monitor International, the world consumed
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nearly $31 billion worth of coffee in 2017 and is expected to drink more than $35 billion
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worth in 2018. “The growth has been as steady as it has been substantial.”
 In the Philippines, there is a huge demand for coffee as well. The article

“Assessment of the Coffee Market in the Philippines 2017 – Research and Markets” that

appeared in Businesswise.com revealed that the Philippines is the 27th largest

producer of coffee in the world. In addition, Provincia de Cavite, a province located in

the southern shores of Manila Bay in the CALABARZON region on Luzon island,

predominantly uses most of their production land in agriculture. Some of the major

crops being produced in the province include rice, corn, coffee, coconuts, cut flowers

and vegetables.

In this historic province of Cavite, coffee is considered “life” by many Caviteños,

particularly those living in the upland areas where coffee has become the major crop

and source of income among farmers and entrepreneurs. The Cavite State University

(CvSU), has developed the Aguinaldo Blend, a premium coffee that is blended from the

Cavite barako (excelsa and liberica), robusta and arabica coffee beans. The brand

name was derived from Cavite’s pride and national hero, Gen. Emilio Aguinaldo,

admired for his strength and bravery, which bears a strong resemblance to the taste

and aroma of the blend. It is a combination of 50% Robusta, 30% Cavite Barako and

20% Arabica that gives out unique premium quality blend, satisfying the palate of even

the most sensitive coffee drinkers. Considered as a breakthrough in ground coffee

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production technology, the Aguinaldo Blend has been commercialized, and produced by
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the CvSU Research Center and is exclusively distributed by the Coffee Town Marketing,
producing 450 packs capacity per month, sourcing of packaging materials came from

Caloocan.

The product was introduced last June 12, 2003 at the Republic of Cavite

Restaurant in Trece Martires City, and estimated that 8,000 metric tons of coffee beans

have so far been produced since the brand’s launch. Expertly roasted and blended, the

product’s main ingredients, Liberica (Barako), Excelsa, Robusta and Arabica coffee

beans, are carefully and expertly picked from the bountiful Gourmet Farm of Silang

Cavite, considered as the “Coffee Capital of the Philippines” (ISSN 2362-944).

The cost per unit of 250 grams is Php90-100 and selling price is Php150.00.

Currently, Aguinaldo Blend Coffee’s selling opportunities are through word of mouth,

exhibit at University’s market and Coffee Processing Center store and sponsorship.

At this moment, Aguinaldo Blend coffee (ABC) is not yet venturing into product

development, but the researcher looking at the possibility of. It could start by introducing

a cozy place for students to come and study. Offering striking drinks to them that are not

as expensive but as good as all the other coffee shops around making something

different out of this common crop.

The main objective of this study is to connect the Aguinaldo Blend Coffee to the

mind of consumer through the use of one of the Market Penetration Tactics which is
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Augmented Reality approach. The researcher wants to measure the effectiveness of

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Augmented Reality on how would it connect into the mind of the consumers.
 The researchers choose the Aguinaldo Blend Coffee because they want to

promote and introduce the product/shop in Muntinlupa City with the same target market

that is male and female ages 18 and above including the stakeholders who are Coffee

Drinkers, Coffee Lovers and Coffee Sellers of the Pamantasan to increase its market

share (Market Penetration Strategies of Aguinaldo Coffee Blend, Cavsu-Bacoor)

SIGNIFICANCE OF THE STUDY

For Researchers, they can give deep understanding on how Augmented Reality would

have been perceived into the minds of the consumer.

For Business Owner, they can gain on how to promote their product through the use of

new promotional approach which is Augmented Reality.

For business Students / Future Researcher, they can use this research as their

reference and get additional information on how to promote the product in the market.

PROBLEM STATEMENT

The Aguinaldo Blend Coffee is not a recognized brand specifically here in

Muntinlupa because selling of Aguinaldo Blend Coffee is limited only at Cavite. Even

though they have been for over fifthteen years in the coffee industry, they can’t cope up
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with other known brands because they are lack of promotional strategies. The above
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problem statement leads the researchers to study the demographic profile of the

consumer/respondents in terms of; Age, Sex and Employment, the behavior of the
consumer if they are coffee drinker, coffee lover and coffee seller. Lastly, the

researchers wants to measure the effectiveness on how the consumer would perceived

the product into their minds in terms of; Three dimensional thinking, AR as a primary

story telling medium, use as a creative social media tool/Experiencing product in E-

commerce settings and offering unique, memorable interactions.

SYNTHESIS OF RELATED LITERATURE

Based on the literature gathered, Augmented Reality is a core advantage for

business based on App Solution (2017). As for the study of National Coffee

Association’s (2014) stated “Annual Drinking Trends” report, daily coffee consumption among

ages 18-24 is more than doubled (to 51 percent) in 2014, up from 25 percent in 2000. In

addition, it was found on the study of National Coffee Association in New York (2014)

“The workplace and coffee go together. Some 40% of workers say they are less productive

without coffee. Two in five workers say they are less productive without their daily coffee fix,

according to a survey of 3,600 employed Americans. Coffee Blog ilovecoffee(2015) on

their study the different ways in which men and women drink their java are depited.

They also found out that men are the most consider as the coffee drinker while on the

information supported by National Coffee Association of U.S.A, INC (2018) illustrate

the frequency of daily consumption of every age group on different years.

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The above Literature, Article, Blogs, and Journals will help the researchers to finish the

study and will be serve as basis of analyzing the results.

RESEARCH FRAMEWORK

This study is anchored to the theory of Forbes Agency Council (2017) based on

their eleven creative use of augmented reality in marketing and advertising that

augmented reality is quickly becoming one of the hottest trends in the marketing and

advertising industries, recognized as an innovative and creative way of connecting with

customers and increasing engagement. The technology has significantly grown in

popularity over the last few years, and the AR market is expected to continue this trend;

it's projected to reach $117.4 billion by 2022, as indicated by Markets and Markets

Research.

Giving advertisers and marketers an opportunity to create innovative campaigns that

integrate the digital world into the real world, AR is popular with a wide range of

consumers, from children and tech-savvy millennials to baby boomers – basically,

anyone owning a Smartphone.

1. Three-Dimensional Thinking

On the display network, ads are generally shown in a two-dimensional interface.

However, AR opens up a wide new range of possibilities in the third dimension. Where

viewers could once only see ads directly ahead of them, they will now be able to see
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display ads in their peripheral vision. AR also allows for more detailed ads. This is due
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to the higher pixel/display size ratio seen in AR versus 2-D monitors. -Larry Gurreri,

Sosemo
2. AR as Primary Storytelling Medium

As marketers and advertisers, we are all telling stories. AR gives you a more

immersive platform to tell a story directing people to deeper content, game-like features,

and bringing the consumers into the experience. We are all trying to determine the ROI

of AR. If we connect it with the brand story and our owned properties, then we can start

to show value through engagement and brand affinity. - Gina Michnowicz,

Union+Webster

3. Use as a Creative Social Media Tool

Since agencies have already started to use Snapchat and Instagram in recent

years, they can go even further with AR and implement it into their current social media

tactics. Adding creative filters, animations, and interactions to everyday objects or

products, while correlating to your brand values, can improve brand experiences. AR

can be great for taking video strategies to the next level. - Solomon Thimothy, OneIMS

Experiencing Products In E-Commerce Settings

Allow your customers' imagination to guide them as they virtually experience your

product. This has been done by companies including Lego and IKEA, where you're able

to scan a catalog to see what the end product looks like or how it would fit into your
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room. AR studios' promise of simplicity makes it accessible to more creative minds who
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could help bridge the experience gap in e-commerce platforms. -Ahmad Kareh, Twistlab

Marketing
 4. Offering Unique, Memorable Interactions

AR is an increasingly popular vehicle to facilitate compelling, experiential brand

interactions by superimposing a virtual element on top of a real world experience. The

rampant overnight adoption of Pokémon Go and the enduring popularity of Snapchat

filters and lenses are just two examples of how companies are successfully using AR to

create new ways to connect with customers. - Joey Hodges, Demonstrate PR.

THREE
DIMENSI
ONAL
THINKIN
G

OFFERRING Augmented PRIMARY

UNIQUE, STORYTELLING
MEMORABLE Reality MEDIUM
INTERACTIONS

CREATIVE
SOCIAL
MEDIA
TOOL 9
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Figure 1: RESEARCH FRAMEWORK

 Aguinaldo Blend Coffee doesn’t have any promotional strategies and that is the

reason why the researcher decided to use Augmented Reality approach. Under the

Augmented Reality tools is Three Dimensional Thinking it is where the viewers could

see ads directly a head of them, viewers will now be able to see display ads in their

peripheral vision due to the higher/pixel display size ratio seen in the Augmented Reality

that allows for more detailed ads. Next is use as a Primary Storytelling medium,

Augmented Reality gives you an information, ideas and more immersive platform to tell

a story directing to the viewers to deeper content about the product or services and

bringing the consumers into the experience Followed by the Use as a creative social

media tool, Social media is a one and creative way to connect with your customers to

increase their awareness of your brand to get their attention and opportunity to grow

your audience and reach your objectives through ads on social media platform like

facebook and instagram.Lastly, is Offering unique, memorable interaction , It is a way of

creating promotional tools or strategies using smartphones to capture the customers

attention and interest in their buying behavior.

METHODOLOGY
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The study utilized descriptive research method to identify the effectiveness of

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Augmented Reality promotional strategies for Aguinaldo Blend Coffee. The

Researchers used interview guideline when they personally visited the CavSU’s
Philippine Coffee Quality Center where the processing of Aguinaldo Blend Coffee is

located, Free tasting followed by survey questionnaire as the primary tool for data

gathering on 100 respondents conducted inside the Pamantasan ng Lungsod ng

Muntinlupa with a random sampling technique.4 point Likert scale was used to interpret

the data in the survey questionnaire to ensure the reliability and validity of the data

gathering

RESULTS AND DISCUSSION

I. Demographic Profile Table 1 : Age

Indicator Frequency Relative Frequency Prencentage

18 – 22 76 76%

23 – 30 16 16%

31 – 40 5 5%

41 and above 3 3%

Total 100 100%

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Table 1 shows the age profile of the respondents. Majority of the respondents are

in the age group of 18 - 22 years old with 76% rating. Followed by the age group 23 - 30
years old with a 16% rating. There are 5% on the age group of 31 -40 years old, and the

fewest number of respondents are under the age group of 40 years old and above with

the rate of 3%.

This confirms what National Coffee Association’s (2014) stated “Annual Drinking

Trends” report, daily coffee consumption among ages 18-24 is more than doubled (to 51

percent) in 2014, up from 25 percent in 2000. Daily consumption among ages 25-39 increased

to 62 percent in 2014, up from 42 percent in 2000. This is an indication of a long-term trend. Not

only is the percentage of those drinking coffee increasing, but the number of cups consumed

per day is also increasing.

Table 2: Sex

Indicator Frequency Relative Frequency Percentage

Male 59 59%

Female 41 41%

Total 100 100%

Table 2 shows the sex profile of the respondents. 59% of the respondents who

answered are Male and 41% on female.

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This confirms what ilovecoffee(2015) cited the different ways in which men and
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women drink their java are depicted. Perhaps the most surprising fact is how little coffee

women are said to be consuming. According to the statistics provided by Zagat (which
served as the source), only 32.8 per cent of women surveyed drink coffee, while over 50

per cent of men are considered coffee drinkers.

Table 3: Employment

Indicator Frequency Relative Frequency Percentage

Employed 10 10%

Unemployed 0 0

Self-Employed 0 0

Student 90 90%

Total 100 100%

Table 3 shows the employment of the respondents. Majority are students that

comprises of 90% while the other 10% are employed.

This data has been supported by the National Coffee Association in New York (2014)

“The workplace and coffee go together. Some 40% of workers say they are less productive

without coffee. Two in five workers say they are less productive without their daily coffee fix,

according to a survey of 3,600 employed Americans.”

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II. Behavior of the Consumer

Table 4: Behavior
 Indicator Frequency Relative Frequency

Coffee Drinker 64 64%

Coffee Lover 35 35%

Coffee Seller 1 1%

Total 100 100%

Table 4 shows the behavior of the respondents, 64% are coffee drinker, while

35% are coffee lover, and 1% is coffee seller.

This confirms what National Coffee Association’s (2014) stated “Annual Drinking

Trends” report, daily coffee consumption among ages 18-24 is more than doubled (to 51

percent) in 2014, up from 25 percent in 2000. Daily consumption among ages 25-39 increased

to 62 percent in 2014, up from 42 percent in 2000. This is an indication of a long-term trend. Not

only is the percentage of those drinking coffee increasing, but the number of cups consumed

per day is also increasing.

Table 5

Familiarity on Aguinaldo Blend Coffee

Indicator Frequency Relative Frequency

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Yes 13 13%
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No 87 87%

Total 100 100%

 Table 5 shows those who are familiar on the product or not, 87% of the

respondents are not familiar on the product and the remaining 13% are those who are

familiar on the product.

III. Augmented Reality’s Promotional Strategy

Table 6

Offering Unique, Memorable Interactions

Indicators Mean Verbal

Interpretation

1)If Aguinaldo Blend Coffee will use new 3.55 Highly effective

promotional approach using smart phones, I will

be interested

2) If Aguinaldo Blend Coffee has an interactive 3.62 Highly effective

attraction in the store with complete product

experience, I will appreciate it.

3) If Aguinaldo Blend Coffee uses different ways 3.570 Highly effective

of communications, I will like it.

Total 3.580 Highly effective

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 Legend

Assigned Numerical Ranges Categorical Verbal

Points Response Interpretation

4 3.26 - 4.00 Strongly Agree Highly effective

3 2.51 - 3.25 Agree Effective

2 1.76 - 2.50 Disagree Less Effective

1 1.00 - 1.75 Strongly Disagree Ineffective

Table 6 shows the level of effectiveness of using Offering Unique, Memorable

Interactions, all the indicators have computed mean of 3.580 and was interpreted as

highly effective. This means that the respondents strongly agree on the effectiveness of

using this kind of promotional strategy.

Table 7

Three Dimensional Thinking

Indicators Mean Verbal

Interpretation

1) If Aguinaldo Blend Coffee will create a more 3.6 Highly effective

detailed advertising; I will be encouraged to

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purcchase it.
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2) If Aguinaldo Blend Coffee has an Ad Space 3.45 Highly effective

that pop ups on Different Social Media, I will be

 familiar with it.

3) if the Advertisement of Aguinaldo Blend 3.56 Highly effective

Coffee has a High Definition Quality, it will catch

my attention.

Total 3.537 Highly effective

Legend

Assigned Numerical Ranges Categorical Verbal

Points Response Interpretation

4 3.26 - 4.00 Strongly Agree Highly effective

3 2.51 - 3.25 Agree Effective

2 1.76 - 2.50 Disagree Less Effective

1 1.00 - 1.75 Strongly Disagree Ineffective

Table 7 shows the level of effectiveness of using Three Dimensional Thinking. All

the indicators have computed mean of 3.53 and was interpreted as highly effective. This

means that the respondents strongly agree on using Three Dimensional Thinking as a

promotional strategy.
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Table 8

Primary Storytelling Medium

 Indicators Mean Verbal

Interpretation

1) If there is someone who will tell / share their 3.51 Highly effective

experience story on how Aguinaldo Blend Coffee

satisfies them, I will appreciate it.

2) If the background features of Aguinaldo Blend 3.51 Highly effective

Coffee are indicated, It will help me experience it

without any Physical Interactions.

3) If there is someone who will inform me about 3.51 Highly effective

his / her intention to purchase it again, I will buy

Aguinaldo Blend Coffee.

Total 3.51 Highly effective

Legend

Assigned Numerical Ranges Categorical Verbal

Points Response Interpretation

4 3.26 - 4.00 Strongly Agree Highly effective

3 2.51 - 3.25 Agree Effective

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2 1.76 - 2.50 Disagree Less Effective

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1 1.00 - 1.75 Strongly Disagree Ineffective

 Table 8 shows the level of effectiveness of using Augmented Reality as a

Primary storytelling medium, all the indicators have computed mean of 3.51 and was

interpreted as highly effective. This means that the respondents strongly agree on the

effectiveness of using this kind of promotional strategy.

Table 9

Use as a Creative Social Media Tool

Indicators Mean Verbal

Interpretation

1)If I saw an ad of Aguinaldo Blend Coffee in Social 3.35 Highly effective

Media, I will encourage buying it

2)If Aguinaldo Blend Coffee Social Media Page posts 3.26 Highly effective

about their products, it will help me to be updated with

their products

3) I prefer Aguinaldo Blend Coffee to be visible in 3.56 Highly effective

Social Media.

Total 3.39 Highly effective

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Legend

Assigned Numerical Ranges Categorical Response Verbal Interpretation

Points
 4 3.26 - 4.00 Strongly Agree Highly effective

3 2.51 - 3.25 Agree Effective

2 1.76 - 2.50 Disagree Less Effective

1 1.00 - 1.75 Strongly Disagree Ineffective

Table 9 shows the level of effectiveness of using of creative Social Media Tool.

All the indicators have the lowest computed mean of 3.39 among the four Augmented

Reality’s promotional strategies and were interpreted as highly effective. This means

that the respondents strongly agree on the Augmented Reality Promotional strategy.

CONCLUSION

Based on the findings of the study out of 100 respondents, majority of them

comprises are in the age group of 18 – 22, Males, Students , Coffee Drinkers and 87%

of them are not familiar with Aguinaldo Blend Coffee.

Basically out of four (4) Augmented Reality promotional activities, Offering

Unique, Memorable interactions and using Three Dimensional Thinking are the two of

the Highly Effective approach/ tool that will connect into the minds of the consumer.
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RECOMMENDATIONS
 Following analysis of the study, had finally determined the Augmented Reality

promotional strategy that will use on Aguinaldo Blend Coffee in terms of;

For Offering Unique, Memorable Interactions:

 Search for possible companies that offer Augmented Reality shopping

application.

 Create a shopping application that will be available on smart phones.

 Conceptualize and conduct an Events Marketing, Sponsorship, Fairs or exhibits

about coffee related activities sponsored by Aguinaldo Blend Coffee.

For Three Dimensional Thinking:

 Create a detailed ad space that will pop ups on different social medias such as

Facebook, instagram and twitter that will familiarize the consumers.

 Introduced an advertisement of Aguinaldo Blend Coffee that has a High

Definition (HD) Quality that will catch the attention of the consumers. Like

billboards and Digital signage.

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 Conduct a competition about “Unforgettable coffee experience”.
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 Establish a coffee stall where the product is being display and offered.

For Primary Storytelling Medium:

  Conduct a seminar and sponsorship around the vicinity of Muntinlupa.

For Use as a creative social media tool:

 Create an account on different Social media that can use to update and inform

the product on consumers.

 Make a website of Aguinaldo Blend Coffee for easy access on information about

the product upgrade.

 Continuous update about the product discounts and promos.

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MARKETING

PLAN

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I.EXECUTIVE SUMMARY

In this historic province of Cavite, coffee is considered “life” by many Caviteños,

particularly those living in the upland areas where coffee has become the major crop

and source of income among farmers and entrepreneurs. The Cavite State University

(CvSU), has developed the Aguinaldo Blend, a premium coffee that is blended from the

Cavite barako (excelsa and liberica), robusta and arabica coffee beans. The brand

name was derived from Cavite’s pride and national hero, Gen. Emilio Aguinaldo,

admired for his strength and bravery, which bears a strong resemblance to the taste

and aroma of the blend. It is a combination of four (4) species of beans that gives out

unique premium quality blend, satisfying the palate of even the most sensitive coffee

drinkers. Considered as a breakthrough in ground coffee production technology, the

Aguinaldo Blend has been commercialized, and produced by the CvSU Research

Center and is exclusively distributed by the Coffee Town Marketing.producing 450

packs capacity per month, sourcing of packaging materials came from Caloocan.

The Aguinaldo Blend Coffee objectives are to connect the product on every
24

consumers mind through the use of Augmented Reality promotion. Basically out of four
Page

(4) Augmented Reality promotional activities, Offering Unique, Memorable interactions

and using Three Dimensional Thinking are the two of the Highly Effective approach/ tool
that will connect into the minds of the consumer. They also want to be known as one of

the quality and premium taste of coffees in different places in Metro Manila and now

currently want to build a warm and cozy coffee stall as a physical store here in

Pamantasan ng lungsod ng Muntinlupa. Its target market is the coffee drinkers,

students, and school staffs.

II. ENVIRONMENTAL ANALYSIS

A. Marketing Environment

1. Competitive forces

The competition of Aguinaldo Blend Coffee is weak because locally they

already have competitors within the vicinity of Cavite where their coffee farms are

also located. Aside from the product is originated within the University; they also

have limited markets where they distributed the product only on University

market, public market and unidentified coffee shop.

2. Economic forces

Coffee is the second-most traded commodity in the world; it is a popular

beverage and an important commodity on every individual. In fact, Over 2.25

billion cups of coffee are consumed in the world every day, that’s why the

demand of coffee everywhere is very high.

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3. Political forces
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There are no expected political influences or events that could affect the

operation of Aguinaldo Blend Coffee.

4. Legal and regulatory forces

 Approve in Bureau of Food and Drugs (BFAD) but not on Department of Trade.

Aguinaldo Blend Coffee is the one who was being acknowledge approve to

produce coffee by International Standard Serial Number (ISSN) including MSU

Mindanao State University and not yet registered in Department of Trade and

Industry (DTI) because Aguinaldo Blend is not yet into selling.

5. Technological forces

The process in making Aguinaldo Blend Coffee using technology is

smooth except on the packaging of it, because they were outsourcing the

package located in Caloocan.

6. Sociocultural forces

After water, Coffee is the most popular drink worldwide. In today’s society

almost everyone ages 18 and above love to drink coffee, you can see that

drinking coffee is already becoming part of their daily lives and plays a key role

in many cultures around the world. This statement proves the study of Danny
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Lewis (2016) these days, it seems like millennials are the favorite scapegoat for
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just about everything wrong with the world, from vacations to trees to the

traditional 9-to-5 workday. Now, a new report is picking on the beleaguered

 generation for exacerbating an oncoming dearth of coffee as they increasingly

demand their cups of Joe.

B. Target Market

By focusing on creating Augmented Reality promotion. Aguinaldo Blend

Coffee should effectively implement a promotional strategy using Augmented

Reality in a diverse market place particularly here in Metro Manila to connect the

minds of the consumers in to product. Aguinaldo Blend Coffee’s target market

consists of Coffee Drinkers, Students, and school staff.

C. Current Marketing Objectives and Performance

Coffee has become one of the highest consumed beverages globally, and

its market continues to grow rapidly. This is a testament to the claim that the

beverage “has become better or more interesting than it is today” (Hoffman, 2014).

In fact, according to market research firm Euromonitor International, the world

consumed nearly $31 billion worth of coffee in 2017 and is expected to drink more

than $35 billion worth in 2018. “The growth has been as steady as it has been

substantial.”
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The Aguinaldo Blend Coffee objectives are to connect the product on every

consumers mind through the use of Augmented Reality promotion and to intensify

introduce the product to the market. To be known as one of the quality and
 premium taste of coffee on different places in Metro, Manila and now currently

want to build a warm and cozy coffee stall as a physical store here in Pamantasan

ng lungsod ng Muntinlupa. Its target market is the coffee drinkers, students, and

school staffs.

III. SWOT ANALYSIS

A. Strengths

 Aguinaldo Blend Coffee has a high quality product containing of four

species of beans that suits anyone.

 Each pack of Aguinaldo Blend Coffee containing of 250 grams can

produce of 48 glasses.

 The farm where the beans are being bought were on the same location in

Cavite.

 The usage of coffee is a never ending trend.

 The product has affordable price.

 Aguinaldo Blend Coffee is the one who was being acknowledge and

approve to produce coffee by International Standard Serial Number

(ISSN) including MSU Mindanao State University

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B. Weaknesses
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 Aguinaldo Blend Coffee lack of Advertising and Sales Promotional

Strategy and Poor Distribution Strategy

  Aguinaldo Blend Coffee is weak in Brand Awareness and Poor in

Marketing Strategy

 Aguinaldo Blend Coffee is not well known in the market of Cavite.

C. Opportunities

 Increasing number of market for coffee and product placement in the

market

 Aguinaldo Blend Coffee can compete on the other recognized brand

through the quality of their product

 Increasing demand and Targeting unreachable segment in market

 High demand because of increasing establishments of coffee shops.

 New product upgrade or innovation.

D. Threats

 As of now there are no possible threats can be found of consuming coffee.

 As of now there are competing brand of coffee located on the same region

on province of Cavite which is Amadeo.

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E. Matching Strength to Opportunities/ Converting Weaknesses and Threats

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 Since many Filipinos are price conscious Aguinaldo Blend Coffee can

easily maintain its market share, as this offers the premium price at quality

product.
  Aguinaldo Blend Coffee has a high quality product they can compete on

the other recognized brand through the quality of their product.

IV. MARKETING OBJECTIVES

At the end of one year the researchers will be able to realize the following:

 To create an effective promotional strategy which is Augmented Reality

that will help the business to generate sales

 To place the Aguinaldo Blend Coffee on the top of mind of consumers

 To compete with the coffee brands in the Philippine market

 To make the product available in selected places within Metro Manila

 To establish brand awareness through massive marketing strategy

 To targeting unreachable segment in the market

V. MARKETING STRATEGIES

A. Target Market

Target Market 1: Coffee drinkers

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Example: Consumers who traditionally drink coffee every morning, every

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late nights or every day.

Target Market 2: Students

 Example: College students who are like to stay late due to various paper

works.

Target Market 3: School Staffs

Example: Night shift workers, professors, faculty members etc.

B. MARKETING MIX

1. Products

The Cavite state University (CvSU), Indang, has developed the Aguinaldo

Blend Coffee that is blended from Cavite barako. It is a combination of four species

that gives out-premium quality blend. Beans are carefully and expertly picked from

the bountiful gourmet farm of Silang Cavite.

2. Price

Aguinaldo Blend Coffee provides a high quality product. The value of its

product reflects in its premium price the cost per unit of 250 grams is 90-100

pesos and selling price is 150 pesos. Every 250 grams per pack can produce

48 glasses.

3. Distribution

Aguinaldo Blend Coffee current distribution strategy is to exclusively

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distribute by University Market and unidentified coffee Shop but no distribution

in Market of Metro Manila.

4. Promotion
 Aguinaldo Blend Coffee has their website page and social media

account but the problem it is not updated. They must enhance social media

presence though creating new promotional strategy like offering unique,

memorable interaction and three dimensional thinking promotions.

VI. MARKETING IMPLEMENTATION

A. Marketing Organization

Aguinaldo Blend Coffee is not a well-known brand,It needs promotional

strategies for the product to be known and to be in the mind of the consumer.

Aguinaldo Blend Coffee efforts will be organized around the following groups: (1)

Farmers and Researchers (2) Marketing People Consultant (3) Sales Group (4)

Logistics and Distribution (5) Package Designer (6) Finance and Account Groups.

Sales Group should be responsible in finding potential customers and ensuring that

existing clients are satisfied and retained. Logistics and Distribution group would be

responsible in organizing the storage and distribution of products, it ensures that the

right products are delivered on time while capturing new areas, this involves the

transportation, stock control, warehousing and flow of goods. Product designer

groups should be responsible in developing an eye catchy and cost effective include

the health provisions of the packaging. The Finance and Accounting group would be
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responsible in preparing the budget including the estimates on the advertising and

promotional campaign. The Marketing Consultant people work as an independent

consultant or as part of a consultancy firm to provide marketing expertise to clients.

 Tracks sales and feedback and adjust marketing strategies as necessary. Establish

marketing tracking methods to help each client evaluate performance over time.

Farmers and Researchers. All groups will be headed by the marketing team, who has

the overall responsibility for brand management and corporate identity.

B. Activities, Responsibility, and Timetables for Completion

Calendar Activities

Offering Unique, Memorable Interactions

I. Event project : ‘Competition’

a. Idea : Enter your most unforgettable coffee

experience online video

b. The Aguinaldo Blend Coffee ‘ Share the moment ’

II. Date : December 2018

III. Time : 8:00-5:00 PM

IV. Venue ; SM Tunasan

V. Expected Participant : Coffee Drinkers, Students ages 16 years old Coffee lover

VI. Objectives : To promote and meet potential customers

VII. To attract new customers

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VIII. Brief Description : A yearly one week event of Aguinaldo Blend Coffee
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The participant should create video entry of their unforgettable coffee experience.
IX. Thru conducting the competitions Aguinaldo Blend Coffee expected to establish a

contact with the potential customers.

X. Project Budget :50, 000

Sponsorship Events

Event Project: Coffee Fair

a. Idea: Alliance in the potential customers.

I. Title: Coffee Fair Exhibit

II. Date: January 18, 2018

III. Time: 1:00 am- 5:00 pm

IV. Venue: Star Mall Alabang

V. Expected participants: Business owners of any brand of coffee

VI. Objectives: To give opportunities to promote product or services of a

newly Coffee businesses

VII. Goal: To intensify introduce Aguinaldo Blend Coffee product and also

the other coffee product.

VIII. Brief Description: A Coffee Fair for coffee businesses, they can either
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sell or conduct a free tasting for their products. With thay they can

improve their business through the feed back of the customer.

 IX. Expected output: The Aguinaldo Blend Coffee business will increase

their sales and brand awareness.

X. Project budget: 30,000.00

THREE DIMENSIONAL THINKING

Social

Media
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Accounts
 Ad Space

Aguinaldo Blend Coffee Stall

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 Shopping Application

VII.

EVALUATION AND CONTROL

A. Performance Standards and Financial Controls

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This area will be comparing the financial expenses with the marketing
plan goals. The following performance guidelines and financial controls are
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suggested:
 1. The mission and vision statement should be compiled from various
ideas and opinions from the upper management. These ideas should be
evaluated at no fewer than three meetings before an outline is put in place.
The final outcome must be approved by a majority rule.

2. The budget allocated for implementing the marketing plan will be

40% of the total promotional budget. This will include all costs for plan
implementation, plan revisions, and the evaluation of the marketing plan
results.

3. The following percentages of the budget will be spent on the specified

marketing activities: 50% for plan implementation, 20% for revisions in the
marketing plan, and 30% for the follow-up analysis

4. All teams are responsible for reporting all expenditures related to the
marketing plan implementation. They will also be responsible for
meeting the timeline requirements for each task.

B. Monitoring Procedures

To analyze the effectiveness of Aguinaldo Blend Coffee marketing plan, it is

necessary to compare its actual performance with plan objectives. To facilitate this
analysis, monitoring procedures should be developed for the various activities required
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to bring the marketing plan to fruition. These procedures include, but are not limited to,
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the following:
  A project management concept will be used to evaluate the implementation of
the Marketing plan by establishing time requirements, human resource needs,
and Financial or budgetary expenditures.

 Each project team is responsible for determining what changes must be made in
procedures, product focus, or operations as a result of the studies conducted in
its area

BREAKDOWN OF EXPENSES

FEE QUANTITY UNIT PRICE AMOUNT

Blogger Blogger Fee 3 Bloggers 10,000 30,000

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content and
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Instagram post
Marketing 1 Consultant 1 Consultant 25, 000/month 25, 000
Consultant
AR Shopping Application fee 1 Application 15,000 15,000
Application
Events Unforgettable Coffee
Marketing experience competition

Partnership Fee 1 Event 30,000/Events 30,000

Social Media
Advertising Cash Price plus Laptop 1 winner
Venue 50, 000
ABC Share the 50, 000
moment
contest

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APPENDICES

CERTIFICATION

This is certify that the Market Research entitled

41
”Connecting Aguinalo Blend Into the Mind of Consumer: A study on Augmented
Page

Reality”

Of
 Adduru, Nina Keziah S.

Areza, Shania Aubrey

Bondad, Josephine P.

From the college of Business Administration was grammatically edited by the

undersigned

Mr. Daniel Daffon

PAMANTASAN NG LUNGSOD NG MUNTINLUPA

RESEARCH and DEVELOPMENT OFFICE
Adviser’s Endorsement Form
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PLMUN-QF/RO-09
College/Department/Unit: College of Business Administration

This is certify that the market research entitled “Connecting Aguinaldo Blend
Coffee into the mind of Consumer: A study on Augmented Reality” presented to
the under designed by the group is now ready for ( ) Final Defense.

The researchers are:

Adduru, Nina Keziah S.
Areza, Shania Aubrey H.
Bondad, Josephine P.

Prof. Fe S. Dullavin, MBM

Market research Adviser

Approved by:

Prof. Denny Lou A. Bendejo

Research Proposal

SURVEY QUESTIONAIRE

Name (Optional):________________
Age: __________
Occupation: O Employed O under- Employed O Self-Employed O Student
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Are you a;
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O Coffee Drinker
O Coffee Lover
O Coffee Seller
 Are you Familiar with the Aguinaldo Blend Coffee?
O Yes
O No

Instruction: the objective of this survey is to connect the brand Aguinaldo Blend Coffee
into the mind of the consumers. Put a check ( / ) if your answer is(SA) Strong Agree, (A)
Agree, (DA) Disagree or (SDA) Strongly Disagree.

S 2. PRIMARY STORY
1. THREE DIMENSIONAL S D
A D TELLING MEDIUM
THINKING (3D) THINKING A A
A
2.1 If there is someone who will
1.1 If Aguinaldo Blend Coffee tell / share their experience
will create a more detail story on how Aguinaldo Blend
advertising; I will be encourage Coffee satisfies them, I will
to purchase it. appreciate it.
2.2 If the background features
1.2 If Aguinaldo Blend Coffee of Aguinaldo Blend Coffee are
has an Ad Space that pop ups indicated, It will help me
on Different Social Media, I will experience it without any
be familiar with it. Physical Interactions.

1.3 if the Advertisement of 2.3 If there is someone who will

Aguinaldo Blend Coffee has a inform me about his / her
High Definition Quality, it will intention to purchase it again, I
catch my attention; will buy Aguinaldo Blend
Coffee.

2. USE AS A CREATIVE SOCIAL MEDIA TOOL

3.1 If I saw an ad of Aguinaldo Blend Coffee in Social Media,
I will encourage buying it.
3.2 If Aguinaldo Blend Coffee Social Media Page posts about
their products, it will help me to be updated with their
products.
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3.3 I prefer Aguinaldo Blend Coffee to be visible in Social
Media.
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3. OFFERING UNIQUE, MEMORABLE INTERACTION

4.1 If Aguinaldo Blend Coffee will use new promotional

approach using Smart phones, I will be interested.
4.2 If Aguinaldo Blend Coffee has an interactive attraction in
 the store with complete product experience, I will appreciate
it.
4.3 If Aguinaldo Blend Coffee uses different ways of
communications, I will like it.

Prof. Denny Lou A. Bendejo

Research Proposal

Prof. Fe S. Dullavin, MBM

Market research Adviser

INTERVIEW GUIDELINE QUESTIONNAIRE

1. History of the business

 When the business started?
 Reason of establishing
2. Company Description
 Name of the business
 Location
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 Supplier of beans
3. Management
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 Organizational chart
 Equipments for production
 Number of employees
4. Product
  Quality of the product
 Who is their target market?
5. Price
 Pricing strategy

REFERENCES

Website/ Web page

www.forbes.com/sites/forbesagencycouncil

Demand for coffee Hits record high as Global Supply tightens

Augmented Reality Literature Review

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Coffee as Commodity
Page

Article

Market Penetration Strategies of Aguinaldo Coffee Blend, Cavsu-Bacoor

PRODUCT TASTING

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Interview

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 The

Researchers

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