The Philippines Maria Ruiz Luis Padilla

Environment 7,100 islands Tropical climate, monsoons year round Mostly mountains with narrow to extensive coastal lowlands Longest discontinuous coastline

Land Use Minerals: copper, chromite, gold Agriculture: rice, sugarcane, cotton, coconuts, bananas, mangos Other industries: fishing, mining, lumbering, poultry raising, shipbuilding, weaving

Pre-Hispanic Culture Barangays: families Datu: leader of barangay Council of elders Four classes of society Religion –Form of polytheism –Bathala

Values Strong family and community relationships Respect for elders and authority Strong religious faith Hospitality Bayanihan

Filipino Cuisine Malay: preparation techniques; use of chili and coconut milk Chinese: noodles and soy products Spanish: dishes emphasizing meat and dairy products 80% of food is of Spanish origin

Adobo Comes from Spanish word “adobar” Stew made with chicken or pork marinated in soy sauce, vinegar, garlic, and peppercorns

Why Adobo? Regional and historical influences Reflection of Philippine history 1. Distantly related to ginataan 2. Spanish introduced marinating 3. Regional variations Represents identity, colonialism, and ethnic pride

Characteristics Sweet and sour taste Long shelf-life Easy to make Ease of transportability Used as main course in a meal or as a snack

Target Market Leading States: California, Hawaii, Illinois, New Jersey, New York Adults years old Highly educated people in nursing and medical professions Annual income of $20,000 and over

4 P’s Product: –Bayanihan Adobo –Microwaveable rice bowls

4 P’s Continued Place –Grocery stores –Asian specialty food stores –Hospital cafeterias –College campuses Price –4.99 basic adobo with white rice –6.99 coconut milk adobo with white rice Promotion –Samples –Events: Philippine Weekend