HomeAni: Letran Calamba Research Reportvol. 2 no. 1 (2015)


Gerard Romeo H. Sumague | Charles Kenneth G. Corook | Kim Emron Q. Macaraeg | Marvin O. Austral

Discipline: Marketing Management



There are various edible homecoming gifts or pasalubong from Laguna popular to visitors. Some of them are buko pie, espasol, and cassava cake. Ubebingka can be included among them.

The marketing strategies of the proponents included product endorsement through tarpaulins and free taste tests. The suggested retail price of the product was higher than its indirect competitors, yet based on the demand analysis, the market share on the first year was 0.11% since it is in its introductory stage. The business was located at Calamba City Public Market near PLDT where many people come and go.