University of Santo Tomas College of Commerce and Business Administration A Marketing Plan for Tanduay Jell-O Shots Submitted to The Marketing Department In Partial Fulfillment of the Requirements for the Degree of Bachelor of Science in Business Administration Major in Marketing Management By: Diestro, Fausto Louis Adrian D. Mendoza, Zahra Jane C. Carido, Juan Paolo J. Turla, Jessel Anne Joy N. 4M7 June 2012 ii APPROVAL SHEET This Marketing Plan for Tanduay Jell-O Shots Prepared and submitted by: Diestro, Fausto Louis Adrian D. Mendoza, Zahra Jane C. Carido, Juan Paolo J.
Turla, Jessel Anne Joy N. has been approved and accepted as partial fulfillment of the requirements for the Degree of Bachelor of Science in Business Administration, Major in Marketing Management. __________________________ Prof. Real So Adviser Approved by the Panel on Oral Examination with a grade of _____ on _____________________________. _________________________ Examiner _________________________ Examiner ______________________________________ Asst. Prof. Ma. Paula Joan Tiongco-Bautista Chair, Department of Business Administration iii CERTIFICATE OF ORIGINALITY
We hereby declare that this submission is our own work. To the best of our knowledge and belief, it contains no material previously published or written by another/other person(s), nor material to which a substantial extent has been accepted for award of any other degree or diploma of a university or other institute of learning, except where due acknowledgment is made in the text. We also declare that the intellectual content of this Marketing Plan is the product of our own work, even though we may have received assistance from others on style, presentation, and language expression.
Diestro, Fausto Louis Adrian D. Mendoza, Zahra Jane C. Carido, Juan Paolo J. Turla, Jessel Anne Joy N. (Candidates) Date: ____________________ Prof. Real So Adviser Date: ____________________ v TABLE OF CONTENTS Page Title Page Approval Sheet Certificate of Originality Acknowledgements Table of Contents Summary of Tables Summary of Figures Summary of Appendices I. Executive Summary II. Scope and Limitations III. Study Background 1. Company profile A. Brief history B. Mission/vision C. Product/service offerings D.
Selected product/brand E. Selected product/brand extension IV. Market Situation Analysis 1. Macro-environment A. Economic B. Political-legal C. Socio-cultural D. Demographic E. Technological 2. The market A. Growth and trends B. Industry participants i ii iii iv v vi vii viii 1 2 3 3 3 4 5 5 7 8 8 8 10 11 12 14 16 18 19 vi SUMMARY OF TABLES Number Description Page 2. 1 2. 2 2. 3 2. 4 2. 5 2. 6 2. 7 2. 8 3. 1 3. 2 3. 3 3. 4 3. 5 3. 6 3. 7 3. 8 3. 9 3. 10 3. 11 3. 12 4. 1 4. 2 4. 3 5. 1 5. 2 5. 3
Historical Demand Projected Demand Historical Supply Projected Supply Historical Demand and Supply Analysis Projected Demand and Supply Analysis Projected Sales Market Share of Industry Players Merchandising Costs Furnitures and Fixtures Office Supplies Office Equipments Vehicle Transportation Utilities Marketing Costs Waste Disposal Monthly and Yearly Salary Employer Contribution for Employee Benefits Total Project Cost Production Cost per Unit Breakdown of Total Project Cost Projected and Expected Annual Sales Salaries and Benefits Paid Annual Income Taxes Permits and Licenses 6 18 19 20 20 21 21 22 60 65 66 68 68 69 69 70 71 72 73 73 75 77 78 91 91 92 vii SUMMARY OF FIGURES Number Description Page 2. 1 3. 1 3. 2 3. 3 3. 4 3. 5 3. 6 3. 7 Value Equivalence Line Product Dimensions Map Location of S. A. Goldon Summary of Production Process Process Flowchart of Wet Tissue Production Flow chart of Quality Check Process of S. A. Goldon Defective Products Control Process of S. A. Goldon Process Flow Chart of Transferring Goods from TPM to Company 23 39 40 45 46 48 48 49 . 8 Process Flow Chart of Company Transaction with Convenient Distribution Inc. 50 52 54 55 55 56 56 63 101 3. 9 3. 10 3. 11 3. 12 3. 13 3. 14 3. 15 6. 1 Sample of Wobbler Floor Plan of Building with Furnitures and Fixtures Floor Plan of Building Parts and Facilities Floor Plan Indicating Entrance and Exit Doors People Flow Inside the Building Map Location of Fresh Touch Actual Packaging Design Fresh Touch’s Organizational Chart viii SUMMARY OF APPENDICES Letter A B C D E F G H I J K L M N O
Description Questionnaire Market Survey Results Computation of Total Population Projected Demand Historical Supply Projected Supply 7-Eleven Non-Trade Purchase Agreement Application for Accreditation Form Pag-Ibid, SSS and Philhealth Employee Benefits CPA’s Certification Gantt Chart Mathematical Projections Usage, Attitude, Image Survey Product Development Study Integrated Marketing Communications Plan Costings Page 103 106 111 112 113 114 115 117 120 121 122 123 125 151 168 172 P Curriculum Vitae I. Executive Summary II. Scope and Limitations III. Study Background 1. Company profile A.
Brief history Asia Brewery is a brewery founded in 1982 in Makati City, Philippines. It is one of only two breweries (San Miguel Corporation) in the Philippines, and is the smaller of the two, with only 10% market share. It is owned by Lucio Tan, the second richest Filipino in the Philippines, with assets worth $2. 8 billion. Its sister company Tanduay Distillers, Inc. produces hard liquor. It somewhat mimics the structure of its bigger rival San Miguel Corporation. It offers beer, sports and energy drinks, juice drinks, drinking and vitamins water, carbonated beverages, ice tea, and pre-mixed alcoholic beverages.
The company also offers bottling and packaging products to food and beverage companies. The company also offers Absolute distilled drinking water, the second biggest-selling bottled water brand in the market behind SMC’s Wilkins, and Summit mineral water. They are both launched in 1992. In 1995, Q Shandy was launched to compete with SMC’s Cali. In 1999, Pacific Sun iced tea was launched. Asia Brewery entered the low-priced carbonated soft drinks market by acquiring a license to produce Virgin Cola from Virgin Drinks.
They are responsible in distributing products such as Summit Vitaminwater, ZeroCal and 100Plus. In 2008, Asia Brewery partnered with Cobra International Beverage Holdings, Inc. introduced the Philippine version of Cobra Energy Drink, is the ready-to-drink energy drink now in the Philippine market. In 2009, Asia Brewery introduced Feelgood, the first juice drink in the Philippines to contain prebiotics. It exports its products within Asia. B. Mission/vision Mission To provide consumers with products of exceptional quality at affordable prices, supported by outstanding service.
To maintain a working culture of continuous improvement and employee involvement. Vision To be a world class, fully diversified beverage company that is highly respected by its consumers and business partners. C. Product/service offerings PRODUCT OFFERINGS ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? 100 Plus Absolute Drinking Water Beer na Beer Cobra Energy Drink Colt 45 Coors Light Coors Original Feelgood Juice Drink Lone Star Light Manila Beer Manila Beer Light Summit Drinking Water Summit Zero Cal Summit Vitamin Water Pacific Sun Iced Tea Tanduay Ice Alcomix
D. Selected product/brand TANDUAY ICE ALCOMIX A pre-mixed alcoholic beverage that offers a refreshingly new drinking experience. It contains just the right alcohol, right sweetness and good mouth feel. Made from premium quality triple distilled spirit for that smooth alcoholic kick. It has a uniquely refreshing flavor and cool product presentation that offers good value for money. It contains 5. 0% alcohol by volume per 330ml flint bottle. E. Selected product/brand extension TANDUAY JELL-O SHOTS
A unique shot experience for happy drinkers, with its fruity flavor taste, unique texture and just the right kick. It is a mixture of flavored jelly and white rum. Comes in different flavors packed in small shot cups. IV. Market Situation Analysis 1. Macro-environment A. Economic Implication A possible increase in beverage demand. Effect on Company A possible increase in sales revenue due to possible increase in the pricing of imported brands. Factors Philippine Peso’s exchange rate P42. 276 to $1, and steadily rising. as of July 2, 2012) Source: Bangko Sentral ng Pilipinas Inflation rate in 2011 of 2. 9% (May 2012) Source: National Statistics Office A possible decrease in food and beverage costs and a possible increase in consumer’s demand A possible increase in beverage demand. Reduced cost of sales and increase in sales revenues Philippines GDP expanded 2. 5 percent in the first quarter of 2012 over the previous quarter. Source: National Statistics Coordination Board A possible increase in sales revenue due to increase in consumer’s purchasing capacity. Economic Growth and Development
Economic growth dictates the amount of finances that the society at large is earning and development indicates the volume of money that is being invested into channels of long term up-gradation. Another very important aspect of the economy that affects the working of the business is the rate of income and the general price levels of the commodities. The per capita income and density of employment dictates the rate of demand, density of demand and also the purchasing power of the people. The general price levels of the commodities on the other hand that affect the sales of the business.
The costs of raw materials, paying power of people, cost of production and finally, cost of transport are some of the important components that determine the general price level and in turn the sales revenue of the organization. Domestic Economy Despite the slowing of the global economy – particularly in some of the Philippine’s main export markets in Europe, US and Asia- the country’s local economy is expected to remain steady this year, with forecasts pointing to rising consumer spending as the economy continues to expand and inflation remains contained.
Low interest rates, meanwhile, will serve to encourage consumer spending. The Gross Domestic Product (GDP) in Philippines expanded 2. 5 percent in the first quarter of 2012 over the previous quarter. Along with solid domestic growth pumping money into the economy, higher consumer spending will be given further impetus by the continued inflow of remittances from Filipino workers employed overseas, with fund transfers set to increase by around 5% to $21bn, she said. With remittances accounting for up to 9% of GDP, the forecast increase could make a significant contribution to retail spending.
B. Political-legal Implication Increase in price due to increase cost Effect on Company Possible high product patronage due to increased quality assurance Factors Bureau of Food and Drug (BFAD) – certification of product registration and safety Tax – 12% VAT Increase in product price Increase in food costs due to additional financial obligation Alcoholic beverage labeling act of 2007 To protect and promote the right to health of people and instil health consciousness among them Political factors affect all kinds of businesses in many different aspects.
Political decisions can impact on many vital areas for business such as the education of the workforce, the health of the nation and the quality of the infrastructure of the economy such as the road and rail system. Value-Added Tax (VAT) Value Added Tax (VAT) is essentially a form of tax on consumption. It is levied on the sale or exchange of goods and services at each stage of the production and distribution process and can be passed on to the buyer, transferee or lessee of goods, properties or services.
The VAT system was first adopted in the Philippines in 1988 in place of the sales/turnover tax and a host of other taxes. In May 2005 the Value Added Tax (VAT) Reform Act (Republic Act 9337), more commonly known as the expanded VAT (E-VAT) law, was passed by Congress. This particular law provides for (i) (ii) (iii) the expansion of the coverage of the VAT reduction in the excise tax on certain petroleum products increase in the corporate income tax rate. The government adapted the reformed VAT law to generate additional revenue equivalent to 2. percent of the projected GDP for 2005 which would in turn address the fiscal condition of the nation during that time. References: Department of Finance. Briefer on VAT Reform Law. [Online] Available at http://www. vatreform. gov. ph/ Certificate of Product Registration The Bureau of Food and Drug (BFAD) enforces laws pertaining to manufacture and sale of food, drugs and cosmetics in the Philippines. These rules generally follow the U. S. Food and Drug Administration policies and guidelines, which eases the U. S. irm’s task of figuring out labeling requirements. Before product registration, the exporter needs a License to Operate from BFAD. The License lists names of foreign suppliers or sources of the products being registered. BFAD registers all imported products only through Philippine importers, who guide exporters through this extensive process. For some items, exporters must also supply documentation or product samples. The Certificate of Product Registration (CPR) issued by BFAD is valid for two years and can be renewed for another three years.
Alcoholic Beverage Labeling Act of 2007 The Alcoholic Beverage Labeling Act of 2007 aims to increase the awareness of the consumers on the health hazards that may be associated with the consumption or abuse of alcoholic beverages. This law basically requires that all containers of alcoholic beverages should carry health warnings as a way to promote public health and safety. As per the approved labeling requirement, all alcoholic beverage that is manufactured or for sale or distribution in the Philippines should bear the following statement: “GOVERNMENT WARNING i) Women should not drink alcoholic beverages during pregnancy because of the risk of birth defects. (ii) Consumption of alcoholic beverages impairs your ability to drive a car or operate machinery, and may cause health problems. ” C. Socio-cultural Implication Increase in the demand of the product Effect on Company Increase in sales and possible promotion for the product Increase in sales revenue due to high patronage and possible repeat purchase behaviour Increase in sales and performance. Increase in new product development and advertising expense Factors Rising of bars and clubs
Occasions/Social Gatherings Increase in the demand of the product Trend Increase in the demand of consumers nowadays are fond of going to parties and events Decrease in demand because of alcohol abuse Religion and Health Decrease in demand Social factors affect a business as tastes and likes can change. For instance, the nature of goods and services to be produced depends upon the demand of the people which in turn is affected by their attitudes, customs, so as cultural values fashion etc. In turn, socio-cultural environment determines the code of conduct the business should follow.
Increasing popularity of bars and clubs For the past years the increasing popularity of bars and clubs has led to the major increase in the consumption of alcoholic beverages. Consumers have developed the fondness of drinking alcoholic beverages at bars and clubs due to the ambiance, the music and the wide selection of drinks available. Occasions/Social Gatherings In the Philippines, almost all important life events are being celebrated not to mention the many cultural celebrations like festivals, fiesta’s etc.
In almost every occasion/gathering alcoholic drinks are being served. Trend Religion and Health People’s value for religion and health poses a challenge to the beverage industry. Religion has always taught us to draw ourselves away from vices like drinking alcohol, taking illegal drugs, gambling for they are the works of the evil. Health advocates on the other hand recommends people to moderate their consumption cigarettes, alcohol and regulated products because of its associated risks. These in turn, decreases the demand of the public for alcoholic drinks and beverages. D.
Demographic Implication Increase in demand Effect on Company Increase in production and high patronage possibility Increase in sales and production Factor Increasing number of population. Age: young adult are the most consumers of alcoholic beverage Gender: Male and female Increase in demand because this age has the majority number of population Increase in demand because both male and female consumes alcoholic beverage Consumers would buy high quality product that suits their budget Increase in demand, consumers want to enjoy after heavy work Income Increase in sales and production.
Increase in new product development and advertising expense Possible increase or decrease in demand for the product Increase in demand and performance. Lifestyle: Going to parties and events every weekends Demographics are various traits that can be used to determine product preferences or buying behaviors of consumers. Income is one demographic variable that can affect businesses. A company’s products usually appeal to certain income groups. People with lower incomes have less disposable income. Value is a major determinant in the products they purchase. Age is another demographic element that impacts businesses.
A company’s products and services are more likely to appeal to certain age groups. People’s buying preferences also vary by location, which is another type of demographic. Those who meet buyers’ needs and requirements in locations can earn higher sales and profits. E. Technological Implication Product development Increase of product awareness Increase in production of different bottles Reduced waste and pollution Effect on Company Possible increase in demand Potential Change Media – promotional and advertising tool Fully automated glass plant Waste treatment plant
Improve performance and productivity Increase in the quality of production and consumer patronage Improve the performance and supply in the inventory Advanced brewing technology Increase in production and quality. Reduces cost The technology adopted by the industries determines the type and quality of goods and services to be produced and the type and quality of plant and equipment to be used. Technological environment influences the business in terms of investment in technology, consistent application of technology and the effects of technology on markets. Social media exposure is directly linked with increases in sales.
Integrated social media (social content + one or more channels) exposure is linked with significant increases in spend and consumption – for example, social media + PR exposure was associated with a 17% spend increase compared to the prior time period without these. The most popular social networking tool for marketing is Facebook – being used by 92%(of businesses), followed by Twitter (84%), LinkedIn (71%) and blogs (68%). 2. The market A. Segment, size, and needs MARKET SIZE OF THE ALCOHOLIC BEVEGARE INDUSTRY 2011 BRAND Asia Brewery Inc. Ginebra San Miguel Inc.
San Miguel Corporation TOTAL ANNUAL REVNUE 6,856,593,463 15,112,600,000 71,910,000,000 93,879,193,463 Sales Asia Brewery Inc. Ginebra San Miguel Inc. San Miguel Corporation B. Growth and trends C. Industry participants The major participating companies in the alcoholic beverages industry are as follows: 1. 2. San Miguel Corporation (San Mig Light) Future Trade International Inc. / Independent Distillers Group (Vodka Cruiser) 3. Ginebra San Miguel Inc. (Antonov Vodka Mixed Drink) D. Market shares MARKET SHARES BASED ON 2011 REVENUE RANK 3 2 1 BRAND Asia Brewery Inc. Ginebra San Miguel Inc. San Miguel Corporation TOTAL
ANNUAL REVENUE 6,856,593,463 15,112,600,000 71,910,000,000 93,879,193,463 MARKET SHARE 7. 30% 16. 10% 76. 60% 100% Sales Asia Brewery Inc. Ginebra San Miguel Inc. San Miguel Corporation E. Profitability ASIA BREWERY INC. PROFITABILITY 2010 17. 29% 2009 13. 61% F. Seasonality 2011 16. 60% G. Competitor analysis Tanduay ice San Mig Light Made to order, over the counter alcoholic drinks, juices, softdrinks, foods Male and female, income class A, B, and upper C Age: 18 and above Product Target Market Made to order, over the counter alcoholic drinks, juices, softdrinks, foods Male and female, income class A, B, and upper C Age: 18 and above sobrang sarap akala “mahaba habang mo bawal” inuman” Features and benefits Affordable pricing. Affordable pricing. Product options. ValueAvailable on 24/7 added services. Health Stores. Health awareness. Quality awareness. Quality service outputs. service outputs. Packaging Positioning Uses clear, easy grip bottle and crown for enclosure Labeling Uses clear, easy grip bottle and crown for enclosure Wholesale and suggested retail prices Product distribution WP:P600/Case SRP: P24. 00 Grocery, supermarket, convenient store, bar, sari-sari store.
Restaurants, hotels In malls or establishments, and in bars with drinks shown on a divider, where customers can see, and be assured of its freshness from preparation. Also, posters of drinks offered with respective prices are seen just behind the counter area. Menu board. Billboards, Commercials, Print ads, Event, promotion, website, radio ad WP: P600/case SRP: P23. 00 Grocery, supermarket, convenient store, bar, sari-sari store. Restaurants, hotels In malls or establishments, and in bars with drinks shown on a divider, where customers can see, and be assured of its freshness from preparation.
Also, posters of drinks offered with respective prices are seen just behind the counter area. Menu board. Billboards, Commercials, radio ad, Print ads, Event promotion, website Merchandising Marketing communications program Product Target Market Kristov Vodka Cruiser Made to order, over the counter alcoholic drinks, juices, softdrinks, foods Male and female, income class A and B Age: 18 and above Antonov Made to order, over the counter alcoholic drinks, juices, softdrinks, foods Male and female, income class A, B, and upper C Age: 18 and above
Positioning Features and benefits “Taste the rainbow” Product options. Value-added services. Health awareness. Quality service outputs. “Insta-Party Insta-fun! ” Product options. Value-added services. Health awareness. Quality service outputs. Packaging Uses clear, easy grip bottle and crown for enclosure Labeling Wholesale and suggested retail prices Product distribution WP: SRP: Supermarket, Bar and restaurant, selected convenient stores, hotels In malls, establishments, and selected convenient stores Print ads, events, promotion, website
Uses clear, easy grip bottle and crown for enclosure WP: SRP: Supermarket, bar and restaurants, selected convenient store, Grocery In supermarket, establishments and selected convenient store Print ads, BTL (Bus wrap) event, promotion Merchandising Marketing communications program V. Brand Sales Performance Review 1. Sales mix 2. Product offering, selling prices and product description Price Description A pre-mixed alcoholic beverage that offers a refreshingly new drinking experience. It contains just the right alcohol content (5. 0%), right sweetness and good mouth feel.
It is made from premium quality triple distilled spirit for that smooth alcohol kick and has a uniquely refreshing flavour and cool product presentation. A different kind of alcohol experience with its Red looks and berry burst. Made from premium quality triple distilled spirit for that smooth alcohol kick. And the same 5. 0% alcohol content A taste of bubblegum in every gulp, 5. 0% alcohol content and playful blue color. Made from premium quality triple distilled spirit for that smooth alcohol kick. Tanduay Ice Original P26. 00/ 330ml bottle Tanduay Ice Red Mirage P26. 0/ 330ml bottle Tanduay Ice Blue Illusion P26. 00/ 330ml bottle 3. Distribution network VI. Brand Financial Performance Review (for clarification tanduay ice is a new product) A. Historical income statements B. Pro-rata income statements C. Notes to pro-rata income statements D. Horizontal analysis E. Vertical analysis VII. Strengths, Weaknesses, Opportunities and Threats 1. 2. 3. 4. Product Price Place Promotions Strength Product ? Variety of flavours ? Distinct container shape ? First product of its kind to reach the Philippine market ? Premium quality product ?
Provides an inexpensive way for consumers to enjoy liquor. ? Greater value compare to the price of other shots in bars etc. ? The content of the product is costly but itself worth the price ? Wide distribution of the product ? Accessibilit y of the product ? Favourable access to distribution networks Weakness ? Higher rate of waste disposal ? Can be mistaken as a food for young children. ? Limited target market ? Lack of innovation ? Can be easily imitated ? Being inexpensive of the product can also be its weakness because the customers can have the perception of “Low price=Low Quality” ?
Highly price ? Operating hours of stores would just be during night time Liquor ban to some areas Opportunities ? Change in social pattern, lifestyle and population profile ? More and more people do prefer flavoured drinks ? Brand awareness Threats ? The product can be easily imitated. ? Can be easily copied ? Intense competitio n ? Price ? Consumers would prefer bundle offer ? Discount on bulk orders that pays in cash ? Competito rs might declare price war ? customers might think that the price is too expensive relative to the serving size Place ? ? ? ?
Emerging international markets New distribution channels (delivery) High volume of consumers during ? ? High competitio n with its Competito rs because it can also be at the same place Higher tax ? special occasion Stores/ bars developmen t ? expense in internation al markets Competito r may also do deliveries Promotion ? easy promotion in bars and drinking spots because the product is new to the market ? easy use of different media like tv commercials, print ads, social media etc ? can promote easily trough word of mouth with out extra expenses ? Advertisem ents ?
Websites ? How much ? host events will be the and sponsorships cost/ ? Fast budget in growing channel promoting for alcohol the product advertising ? Many Internet Marketing provide low cost of advertisements ? More new program to advertise the product such as blogging and establishing facebook fanpage ? Can be limited in promoting inside the stores because the stores provisions ? word of mouth can also be a threat if the consumer are dissatisfied. ? Increasing price of advertise ments ? Stringent advertise ment regulation s VIII. SWOT Matrix IX. Key Success Factors X. Marketing Objectives To be able to deliver premium quality product and total customer satisfaction. We want our customers to be more than satisfied with our product. We want them to be pleased and consider that our product is acceptable and is made of premium quality. ? To enhance brand image through benefits that the product can offer and also the continuity that ensures consistent experience of the product. Our basic targets in pulling interest of customers are through benefits and the consistent experience of the product which also encourages customer loyalty. ?
To increase sales One of the most important goals of marketing is driving business and increasing sales. Marketing needs a good return on investment that increase of sales should exceed the cost of the marketing. ? To increase brand awareness in the incoming year. In launching our new product, we also need to make an identity to it. With the proper branding it can lead to a higher sale. Sponsorships should also increase brand awareness and directly lead to sales. ? Increase consumer demand by creating customer loyalty by giving them more than they expect about the product.
We should also be more focused on the interest of consumers to our product that will be our basis in making premium quality product and that consumers will become loyal to us by providing them product consistency. ? To listen to customers and help them meet their needs. A business will not survive without conducting efforts to better understanding of customer needs. We will be providing our customers a feedback from which we can learn about their wants and needs. XI. TOWS Matrix Strengths Weaknesses 1. Tanduay ice has 1. Marketing strong Department brand recognition is not well established. 2. One of the widely 2.
Lack of advertising used brands in the and promotion Philippines. budget. 3. Product is sold in an 3. Some think it’s a affordable price. ladies drink 4. Has variety of flavours 5. Has been around the industry for over the years and has proven its quality to customers. External Opportunities Standard of living is improving. There is market growth due to high population. Our product is good for male and female young and old. Growth of bars and party venue Growth of giant retailers and convenient stores. Advertising touch points are everywhere. Switching Preference of the consumers from chemical to organic.
International Markets SO WO Product Development Market Penetration Organic cosmetics Advertisements and (S1, S2, S3, S4, O1, O4, promotions O3, O8) (W2, O7) Market Penetration Research on new Sell affordable products products that will cater with high quality best to the consumers (S1, S3, O2, O5) demand Broaden tie-ups with (W3, O1, O2, O4, O6, other Organizations O8) (S1, S4, O3, 04 ) Advertisements and promotions (S3, S4, O7) Improve and diversify distribution of the product (S2, S3, O1, O2, O6) 1. 2. 3. 4. 5. 6. 7. 8. Internal Threats 1. Implementation of EVAT 2. Dollar exchange rate steadily rising 3.
Divergence on patronage 4. There is a high inflation rate that could lead to the increase of prices. 5. High market competition. 6. Entrants of new competitors. ST Brand equity enhancement More promotions, events, such as cause marketing, etc. (S1, S4, T5, T6) Product Development Develop product that serves as an alternative for the products that the lower class wishes to buy but cannot afford to buy it. (S1, S3, S4, T1, T4) WT Market development (W3, T5, T6) Product Development (W3, T3) Reorganization of the Marketing Dept. (W1, T5, T6) XII. Marketing Strategies 1. Core strategies A. Primary
Gender Age Income Class Region Occupation Psychology : Male and Female : 18 – 40 years old : A, B and upper C : Metro Manila : Working professionals, college students, party goers : Providing good tasting, fruity flavored alcoholic beverage. Tanduay ice caters different class of people, young professionals, adults, and party goers. B. Secondary Government, Social events, Bars, party venues. C. Positioning Asia Brewery is a brewery founded in 1982 in Makati City, Philippines. It is one of only two breweries (San Miguel Corporation) in the Philippines, and is the smaller of the two, with only 10% market share. It offers beer, sports and energy drinks, juice drinks, drinking and vitamins water, carbonated beverages, ice tea, and pre-mixed alcoholic beverages. The company also offers bottling and packaging products to food and beverage companies. 2. Other strategies Promotion Strategy: intensive marketing communication program We will conduct promotions in bars and drinking spots since the product is new to the market for the consumers to experience our product and so the consumers can also promote our product through word of mouth.
We will use different medium of media such as tv commercials, print ads and social networking sites. XIII. Action Plans XIV. Marketing Budget 1. Notes to marketing budget XV. Gantt Chart XVI. Monitoring and Control XVII. Projected Financial Statements 1. 2. 3. 4. Interim income statement Notes to interim income statement Projected income statement Notes to projected income statement XVIII. Bibliography XIX. Appendices 1. 2. 3. 4. Usage, attitude, image survey Product development study IMC plan costings Curriculum vitae