Life in a Bottle

Market Research on Fairy Light Night Lamps

12 ABM 15

Delos Reyes, Beatrice Gabrielle

Mendoza, Maria Angela
Natividad, Lee Ann
Panganiban, Justine Angelo
Quinto, Patricia Nicole
Rivera, Benedict
Sabigan, Godwin Jopert
San Gabriel, Christopher Gile
Introduction
 I. Introduction
Mission
● Spark hope to families through sustainable opportunities

Vision
● A pioneer for the development of Filipino communities through innovation

Core Values
● Auspicious - believing that future success is likely
● Innovative - having new ideas about how something can be done
● Cooperation - working together to achieve a goal

Market Research Objective

● To open opportunities for people to buy environment-friendly products
such as a lamp that is made out of glass bottles
● To have little to no confrontation with any legal nor political hindrance for
our product to promote ecological use thus the existence of any legal
backlash due to our products are not plausible
● To reduce waste that is hard to dispose of such as glass bottles
● To provide a possible alternative for lamps

Background of the Study

This market research is conducted in order to know the demographics and
psychographics of the proposed target market and measure them as well. Moreover, we
shall determine the preferences of the market when it comes to our products and its
features, in order to find out how will the people patronize our product, and whether or
not they are willing to buy the night lamp. Thus, through the research, we shall
strategize on how we execute the promotion, and market the product and its
appearance, price, and place. With this research, we shall determine the marketing
strategy that is needed to be done in order to sell the night lamps.

Glass bottles are one of the most recycled raw materials each year because it can be
recycled endlessly without losing its quality. The container and fiberglass industries
collectively purchase 3.35 million tons of recycled glass annually, which in turn will be
crushed, melted into the furnace, and molded into new bottle or jar. A simple idea that
could contribute to this recycling process would be making a lamp out of the used
bottles.

Around the time where lamps still used oils and kerosene in order to be fueled, there
came the new power source - electrical energy. And since then, the electric lamps
played an important role in the life of every individual in the world. Now different
businesses in the world come up with new ideas every so often; altering and innovating
new ideas for the lamp, hoping to sell it well in the market.

Description of the Intended Market

Since night lamps have this calming effect before going to sleep, the target market for
this product is for students who tend to experience stress and those who have trouble
sleeping in the dark. It is also targeting students or young adults who are into aesthetics
and design since our night lamp has a minimalist look and it can be used as a display
on your desk or any tabletop counters. The target market location is metro manila since
it has a lot of schools that are established around the area.

II. Market Research Methodology

Data Collection
The data collection method that will be used is purposive quota sampling. The
research will be using a pre-made survey questionnaire in collecting the data. The
researchers will be selecting 2 Grade 12 students per section among the strands of
UST Senior High School. There will be 3 qualifier questions for the survey questionnaire
to know if the respondents belong to the market that will be studied.
Data Processes
The pre-made survey questionnaire will be transformed into an electronic survey
through the use of google forms. The electronic survey shall be distributed to all
sections of grade 12 under different strands of UST Senior High School by messaging
presidents or representatives of each section and provide them the link of the said e-
survey.

III. Consumer Analysis

Consumer Demographics
This graph shows the gender of the respondents. Out of 180 respondents, 36.3% are
male while 63.7% are female.

This chart displays the percentage of the age of the respondents. Based on the given
data, 1% are 16 years old, 30% are 17 years old, while 6.7% are 19 years old.
Furthermore, 18-year-olds make up most of the respondents, with 62.3% of the
respondents.

The graph above displays the living situation of the respondents. Based on the data,
48.1% are living with their parents, 38.5% are staying at a dormitory or condominium,
while 13.3% own their own home or unit.
The graph shows the monthly allowances of the respondents. According to the data,
most of the respondents have a monthly allowance of 5001 to 6000 pesos, making up
30.4% of the respondents

The graph shows that 60% of the respondents own a lamp, while 40% don’t own a
lamp.
This chart shows the familiarity of the respondents with regards to the night lamp. The
data shows that 55% of the respondents are familiar with fairy lights while 45% are not.

The charts above show how many of the respondents are interested in purchasing night
lamps and also how many have already purchased. The data gathered shows that
80.7% are interested in buying a night lamp while 59.3% of the respondents already
have purchased the said product.
The chart above states that majority of the respondents prefer to buy night lamps inside
shopping malls.

It can be seen in the chart that the majority of those who answered buy lamps once
every two years. 31% buy once a year, and the rest buy once every six months, once
every quarter, or even once a month.
Almost 32% of those who answered have a budget of P500 and up when purchasing a
lamp. 20% have a budget of P201-P300 in purchasing a lamp. 19% have a budget of
P401-500. Almost 16% have a budget of P100-P200, and 13% have a budget of P401-
P500.
Majority of those who answered replied with having a budget of P201-P300 when
purchasing a lamp. The next 24% replied with having a budget of P100-P200 when
purchasing a lamp. The other replies varied between P301-400, P501 and above, and
P401- P500

38.5% of the respondents said that the best price to sell our product is between P201to
P300. The amount that came second is 100php to 200php with 24.4% of the
respondents this.
More than 50% of the respondents answered that they would prefer fairy lights rather
than any of the others. Rounded lights came at second with 31.9% of the votes. Tube
lights came second with 10.4% of the votes and coil lights came at 2.9%

60.7% of the respondents answered that they’d prefer dim ( yellow-white) lights, over
the white or multi colored ones. White came with 29.9% and multi-colored came with
13.3%

Almost none of the respondents answered that they’d prefer their lamp to be 21 inches
or up. It only constituted only 0.01% of the votes. With the remaining two options, the
small lamp, 12 inches and below, had 44.4% of the respondents’ votes while the
medium one, 13 - 20 inches had 54.8% of the votes.

68.15% of the respondents answered that they’d prefer a lamp with a cylinder base and
body. 17.78% answered that they’d prefer a square shaped lamp while the remaining
14.07% answered that they’d prefer a rectangularly shaped lamp.

38.53% of the respondents answered that they’d like to see our business on social
media, specifically, Instagram and Facebook. 25.20% said that they’d prefer to see my
shop on online shopping sites like Shoppee, Lazada, and OLX. 19.27% answered that
they’d like to see our products in concept stores and 14.81% answered that they’d like
to see our product in the mall. The remaining 2.22% answered that they’d like to see our
product in Tiangge.

IV. Industry and Environment Analysis

A. Political
Since the business is a corporation, it would undergo strict tax policies and
regulations based on the Corporation Code of the Philippines, or B.P. 68. Furthermore,
the business shall need to acquire the necessary permits to Local Government Units in
order to legally operate, such as the barangay permit, business permit, and sanitary
permit. In addition to that, the business is also required to provide the proper
compensations and benefits to it employees, by giving the right wages, benefits such as
13th month pay and Christmas bonus, as well as SSS, Philhealth, and Pag-ibig benefits.

B. Economic
Based on our computation, the population of our target market is about
1,271,728 people. Thus, there is sufficient demand for the product to make the business
viable, even if most people would prefer to buy a lamp once every two years.
Furthermore, if we target to sell about 150 lamps per month, we should expect annual
sales up to 540,000 pesos.
For our company’s part in the economic system of the Philippines, the most
common problem the company can encounter is that of the surging of electricity bill for
the consumption of the proposed product.
C. Sociocultural
The product “LifeinaBottle” answers to some of the socio-cultural issues for
technology and beauty. Most of the consumers today would prefer something that looks
good and has advanced technological properties and therefore our product is
designated for those individuals who intends to find plug and play capabilities without no
extra bells and whistles, it focuses on the beauty of simplicity.
D. Technological
Based on our survey in which 38.53% of our respondents would like to see our
product on social media, our marketing channels include social media sites like
Facebook, Instagram, and Twitter, in which we feature our product in order to reach to a
more wide-scale audience. Moreover, we are also going to promote our product through
Ads on facebook and instagram, which is going to cost Php. 200,000 yearly.
Marketing channels:
Facebook Ads
Instagram Ads
PR Packages to Youtubers (Lifestyle Youtubers)

E. Legal
Some of the laws in which our business is required to follow are the Social
Security Act of 1997 (RA No. 8282), which mandates employers to register their
business with the Social Security System; National Health Insurance Act of 1995 (RA
No. 7875), a law that requires employers to register their employees and business with
Philhealth; and Home Development Mutual Fund Law of 2009 (RA No. 9679), which is a
law that requires employers to register their business and employees with Pag-Ibig.
Furthermore, through recycling glass bottles, the business aims to do its part in
implementing Republic Act No. 9003 otherwise known as the “Ecological Solid Waste
Management Act of 2000. It aims to address the growing problem on solid wastes, just
like glass bottles, in the Philippines. It provides the legal framework for the country’s
solid waste management program that shall ensure protection of public health and the
environment.

F. Environmental
The environment in which the business is located shouldn’t drastically affect the
operations of the business. Extreme weather events such as floods and typhoons could
affect the daily operations of the business, but it shouldn’t affect the business on a long
term. However, the location of the business is at risk of experiencing major
earthquakes, and so it is necessary to fully prepare for such event.

V. Competitor’s Analysis
Competitive Rivalry
Basing on our knowledge on the number of companies based from Grade 12
ABM students in the University of Santo Tomas, we have few competitors basing on the
overall community. However, we do have one competitor in our class who sells lamps
as well but of different aesthetic. Furthermore, based on the actual market in the
Philippines, we have a lot of competitors. Examples of these are: However though, we
are different from them because our company is a social enterprise.

Supplier Power
Our business has a different supplier for each raw material. One supplier for
wood and corks, a different one for recycled glass, another for fairy lights, someone else
for wood glue and a different one for our battery cases. We have a number of suppliers
because we wanted to purchase our materials at the lowest price while still maintaining
the quality of the product. For recycled bottles and wood, we will be the ones who will
be picking them up from the supplier while for our fairy lights and battery cases, they will
be delivered to us.

Buyer Power
Our product may be bought by those in the average to high socio-economic
classes. It may be used as night lights for toddlers, adolescents, and adults alike. Since
our target market is mainly-focused on students, we have set prices that is within their
given allowance. As for those who are earning their pay, they have the capability to
purchase our product without having to worry about budgeting a given allowance.
Threat of Substitution
Our product is available to those in the middle and upper class of society.
Although it may be durable due to it having a glass body, there is no assurance that it
will be safe when accidentally broken. A product like ours may be replaced easily by
night lamps that are more suitable to the consumer’s preference, be it plastic or a more
durable type of glass. One thing is for certain: our product would be affordable for all.

Threat of new Entry

In attracting consumers to purchase ur product, being able to market and inform
them about our eco-friendly night lamp in a way where they will become interested to
give it a try, will be able to boost our sales.

VI. Conclusion: Future State of Company/Business in the next 5 years

By the year 2024, Life in a Bottle would have owned 3 branches within Metro
Manilla and Quezon City. Each of the branch shall be led by chosen workers, who
worked since
the first year of business. The product would be widely known and patronized on Social
Media, with thousands of followers. The company shall be releasing a different kind of
design of the lamp for each year in order to keep the customers interested in purchasing
it. The profit earned by the workers of this company has helped their children go to
school so that they may secure a good future. Therefore, the company, in 5 years, shall
be widely known in social media, patronized by customers who look for aesthetics and
for comfort of lighting in their room every night. And lastly, the company would have
sent hundreds of kids to school.