Description of the industry

In this industry, there is no very specific market segmentation for as long as

a consumer is capable to buy and is being satisfied with the product. It has

been a remarkable success for the Siomai franchise industry these past few

years proving that it has acquired large number of consumers from time to

time. Furthermore, the number is continuously increasing because of the

growing demand for Siomai products though the highest level of demand still

goes to and shared by well established brands which have large market

shares. As a result, it encourages more market competition and existence of

new products and brand names. Juan Delisiomai is a sole proprietorship type

of business which offers a variety of unique and health inspired flavors to the

customers. The business does all the process and activities involved such as

production of raw materials, distribution, food processing and retailing.

Targeted markets

The main target markets of Juan Delisiomai consist of consumers who are

most likely at early to middle age (16-50 years old) whether he/she has or

hasn’t tried Siomai products yet.

Table 1

Target Market Primary Secondary

Location Those who are inside Those who are outside
the vicinity of Centris the vicinity of Centris
Station, Quezon Ave. Station , Quezon Ave.
Quezon City Quezon City
Age 16-50 years old Above 50 years old
Occupation Students and Non-professionals
employees
Experience Have tried Siomai Haven’t tried Siomai
products products yet

Table 2

Demand and Supply Analysis

Total
Demand Supply (Total
(# of average number number of
Estimated
Year Customers of purchases
Target Market
Visiting from Siomai Stalls in the
Share
Centris Stalls in Centris
Station) Station) area

2015 2,382,720 211,450 4 6.4%

2016 2,430,668 190,442 3 15.4%

2017 2,440,305 179,890 4 17.6%

2018 2,609,422 163,113 5 21.1%

2019 2,632,010 155,201 4 24%

 Table 3

Historical Data

Year Demand Supply (Total

(Customers number of Siomai
visiting Centris Purchases being
Station) produced by Stalls
in Centris Station)
2010 1,834,244 139,331

2011 1,783,330 154,404

2012 1,810,045 170,899

2013 2,144,341 167,216

2014 2,270,075 189,983

Increase per Year:

Demand = 2,270,075 – 1,834,244

4

Demand =108,958

Supply = 74,505– 56,220

4

Supply = 4,571

*The increase in the demand and supply is computed using the Arithmetic Straight Line

method. The value of the supply and demand in the year 2012 and 2008 was subtracted

and was divided by year 5 minus year 1.

Market size and trends

The industry allegedly reported that during a half day of observation in a

mall and train station, it is to conclude that there is an average of 1,324

consumers who buy Siomai(s) from just two stalls. It is also to conclude that

most of the stalls were placed in a location which is most likely to be walked

and seen by potential customers so that they would likely to standby and eat

quickly or with ease. The number said might grow by up to 40% within 3-4

years specifically in urbanizing areas.

Competition and competitive edge

Since large market brings competition, it became too saturated that

customers have to choose, try and recognize quality Siomai brand before

he/she patronizes it. The largest part of the market share is owned by

Siomai House by Bernabest products Inc. It is then followed by Master

Siomai owned by Masterrific foods Inc. and followed lastly by Siomai King

owned by JC franchising Inc. The other familiar competitors share the rest of

the parts.
 The following shows specific direct and indirect competitors:

Indirect Logo Company Siomai Price Customer Review

Competitors owner Flavor(s)
Hen Lin M&H Food Siomai, Php 28 3 Right mix and
Corporation Beef, Php 33 4 lean of meat
Shrimp, Php 33 4 Good variation of
Sharksfin Php 28 4 flavors
Dimsum n’ ÆON Group Pork, Php 38 4 Very tender and
Dumplings Sharksfin, Php 49 4 chewy and has
Crab, Php 49 4 light sweet taste
Mixed Php 49 4
Mini Stop Sky one Food Php 29 4 Pretty flavorful at
Inc. its price
Direct Logo Company Siomai Price Pcs Customer
Competitor owner Flavor(s) Review
s
Siomai Bernabest Pork and Php 28 4 Good and
House Foods Inc. Shrimp consistent taste
from branch to
branch
Master Masterrific Pork and Php 28 4 Soft, large and
Siomai Foods Inc. Shrimp Php 28 very fulfilling
,Chicken, Php 28 but not
tuna, Php 30 complete
Beef, Php 30 without chili
Japanese, Php 30 garlic
Sharksfin
Shanghai Shanghai Shanghai Php 28 4 Quality at an
Siomai Siomai Inc. Siomai affordable price
Siomai JC Franchsing Shanghai, Php 28 5 Quantity over
King Inc. Hongkong Php 25 quality,
, Php 25 average - good
Japanese taste quality

Our competitive edge is that we offer variety of unique flavors apart from

the typical ones which are being offered from the early years of the industry

up to nowadays. Since Siomai was originated from China as stuffed dough

wrapper with ground pork, beef and chicken, we considered taking it to

much healthier taste. Customer can also choose whether it is fried or

steamed and they can rest assured on the quality of every product we offer

will be at its most acceptable price. We also train our employees to become

efficient when it comes to serving and maintaining cleanliness within the

retailing area as well as being good customer oriented personnel.

Barriers to entry

As a newbie to the industry, we seek and analyze possible problems that we

might encounter before and during our launch basically by considering the

4p’[Link] product of ours should be on its best quality (appearance, taste,

smell etc.) before it has to be offered and tasted. The problem will circle

around product formulation and production. Secondly, the price will surely

affect the first impression of potential customers and so we’re considering

lowering it than the usual in order to enter the competition. Thirdly, the

place where it will be sold should be determined properly whether it can be

easily seen or walked by potential customers as well as setting apart from

the other competitors present in the area especially those which are well

established. Lastly, the promotion will play the most important role of all, for

it will make our products recognized and perceived by the customers.

Promotions can cost a lot of expenditures in order to bring great retention

into their minds.

Estimated market share and sales

The following shows the estimated possible market share of Juan Delisiomai

within two years. Sales are also expected to grow by up to 50% within its

next consecutive years. This will definitely takes a lot of time and marketing

effort to compete with the other well established brands.

 Estimated Market Share

Siomai House Master Siomai Other brands Juan Delisiomai

Year of Estimated Estimated Gross annual

operation day sales annual sales income
1st year 100 orders of 100 x 340 34,000 x
Siomai and =34,000 30/each =
90 orders of 90 x 340 = 1,020,000
Buko drinks 30,600 30,600 x
over 12 18/each
hours =550,800
(1,570,800)
2nd year 115 Siomai 115x 340 39,100 x
104Buko days = 30/each =
Over 12 39,100 1,173,000pesos
hours 104 x 340 = 35,360 x 18
35,360 =636,480
(1,809,480)
3rdyear 132Siomai 132 x 340 48,880 x
120 Buko days = 32/each
44,880 =1,346,400
120x 340 = pesos
40,800 40,800 x 18 =
734,400
(2,080,800)
4th year 152 Siomai 152 x 340= 51,680x
Selling price 138Buko 51,680 32/each
increases over 12 138 x 340 = = 1,550,400
hours 46,920 pesos
 46,920 x
18/each
= 844,560
(2,394,960)
5th year 175 Siomai 175 x 340 59,500 x
159 Buko days = 32/each =
59,500 1,785,000
159x340 = 54,060 x 18 =
54,060 973,080
(2,758,080)

Marketing strategy

Juan Delisiomai is in need of excellent “playing tactics” in order to endure

heavy competition in the market nowadays. Well established brands still

dominates while others remain inferior and unrecognized. This only explains

that what drives the market leader to lead lies on the efficiency of its

Marketing strategies.

Product line and Price

Juan Delisiomaibasically offers Siomai in two different flavors: Veggie pork

and Veggie chicken. Furthermore, drinksuch as Fresh Buko is being offered

too.

Product/Flavor Price
Veggie pork Php 30
and shrimp
Veggie Php 30
chicken
Veggie Beef Php 30
Fresh Buko Php 15

Positioning

As a new entrant to the current market competition, we are confident enough

that our brand and products will make a distinguishing position to create its

own space. What sets apart from our brand to any other brands is the unique

quality of every product we offer. It is with pleasure to serve not just for

satisfaction but with such benefits our products have. Our brand can soon be

recognized as healthy Siomai with unique twist.

Distribution Channels
We do the production, food processing and even the selling of product.

Juan
Customer
Delisiomai

Advertising and Promotion

Time Activity and Cost per Unit/ Total Cost

Mechanics Total Units

3.00 each ₱300.00

 One week before Give leaflets or (P3.00x100pcs)

opening flyers

one (1) week 8.00 each ₱800.00

(P8.00x100pcs)
before opening

(100 pieces) 4ft by 6ft

₱600.00
- Tarpaulin To be placed

outside the mall

vicinity

First set of 50
customers
₱2,500.00
(T-shirt
Opening Day Give-a way’s for P100.00x25pcs) ₱750.00

the first 100 (Fan P30 x

25pcs)
customers.
Next set of 50 ₱250.00
customers

(Ballpen ₱625.00
P10.00x25pcs)
Advertisement
on Social Media (Button
websites badge/pin button
P25x25pcs)

Total Php 4,125.00

2nd year
Time Activity and Cost per unit/ Total Cost
Mechanics Total units
2nd week of
January 2015 Advertise the ( 100xPhp5.00) ₱500.00
product by using
of leaflets and
flyers (100pcs)
4ft x 6ft ₱600.00
Tarpaulin

Improvisation of
Advertisement in
Social Media
Websites

Juan Delisiomai 1st Give-a ways to T-shirt P100x25 ₱2500.00

year Anniversary random customer pcs ₱750.00
within 1 week Fan P30x25 pcs

Total Php 4,850

3rd year - 5th year

Activity Mechanics Unit and Unit Total Cost

Cost

2nd month of Advertise again ( ₱1000.00

2016 the product by 200xPhp5.00)
using of leaflets
and flyers 200pcs
₱2,000.00
Personal website (Fees)

Juan Delisiomai T-shirt ₱1000.00

2nd year T-shirt (P100x10pcs) ₱100.00
Anniversary Fans Ballpen P10.00 ₱300.00
Wrist bands (10X10pcs)
Fan (P30.00 ₱600.00
Tarpaulin x10pcs)
 4ft x 6ft

Total Php 5,000.00

Sample advertising and Promotion tools

 BANNER
 Flyer

 Wrist bands
  PINS

Sales tactics

This involves day to day selling from 10am to 10pm. Payment is made only in

form of cash. There are major discounts for senior citizens and PWDs. The

generation of sales will depend on the effectiveness of strategic marketing

efforts. If perceived and appreciated, there will be several new customers to

serve.

Service and warranty policies

Once the food is served, the customer’s got the full responsibility of it.

If there will be issues and problems regarding the service or product, we are

ready to face, investigate and compromise with full understanding about the

situation.
Sales force

Our personnel are trained with proper orientation and knowledge about

excellent customer service. They are equipped with full communication ability

and being guided with principles of respect and honesty. They are being given

daily, monthly and quarterly quotas to reach. The compensation package will

depend on how well they perform their job.