A marketing plan for Pump Juice Bars

• Main Authors: Chua, Bettina Mariz B., Cruz, Elpidio G., III, Cruz, Hans Johann E., Tolentino, Nazer Joseph O.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Food industry and trade > Marketing; Beverage industry > Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/11509
• Institution: De La Salle University

The health and wellness food and beverage industry in the Philippines had significant growth on recent years in both established and emerging markets. This is a result of the rising awareness of consumers to good nutrition. This triggered the rise of different health and wellness businesses and products in the country. Pump Juice Bars entry into the industry was in perfect timing in regards to the consumer trends. Pump Juice Bars is a young company, which opened their first branch in September 2012. The brand is new and it is still in its introductory stage. The group proposed to create a full marketing campaign for Pump Juice Bars Taft branch that is targeted to open on September 2013. This is to have a profitable and sustainable introduction in the area and to increase awareness as well. The marketing campaign also aims to tap into the student population of De La Salle College of Saint Benilde and St. Scholastica's College, and De La Salle University. These markets belong to the socio-economic class upper C that was determined based on primary and secondary data gathered through extensive research. The objectives of this marketing plan are to introduce Pump Juice Bars to the target segments and make them aware, to tap into the juice drink consumers of the target segments that would eventually lead to sales that would make Pump Juice Bars Taft branch be sustainable. The goals for the first year are 1) To make at least 25% of the primary target market and to make at least 15 % of the secondary target market aware of Pump Juice Bars in one fiscal year from the start of operation of Taft branch 2) To tap 20% of the primary target market and 10% of secondary target market's fruit drink consumers 3) To attain sales that will result to breaking even. Traditional advertising programs, consumer and trade promotions, and public relations will be implemented to attain these goals.