A Marketing plan for Cheesecake, Etc.

• Main Authors: Gozo, Mary Angelette, Maralit, Michaella, Rodriguez, Patricia Anne, Sia, John Christian
• Format: text
• Language: English
• Published: Animo Repository 2013
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/11883
• Institution: De La Salle University

Cheesecake, Etc. has been an established brand in the Philippines since the year 2001 and has been known for serving the most authentic line of cheesecakes in the country, using only the finest ingredients from different parts of the globe. The brand is known for its classic cheesecake line. It caters to a diverse audience with branches strategically located in key business districts in Metro Manila. Cheesecake, Etc. has recently been acquired in June 2013 by the company AgriNurture, Inc. (ANI), a company engaged in farming and manufacturing. The company has seen a big potential for the brand Cheesecake, Etc. and thus, has endeavors of improving its product line and services through efforts of rebranding. Also, the high brand recall for Cheesecake, Etc. was a contributing factor to the brands market potential. In the vast variety of desserts today, Cheesecake, Etc. positions itself as the ultimate dessert experience. It also aims to maintain an image of consistency for its product truth which is offering only the premium top quality ingredients in their products. Moreover, Cheesecake Etc's goal is to establish itself as a cafe that serves the most authentic cheesecake line in the Philippines. The brand shall boost awareness and product trial through programs such as exchange deals, event sampling, and in-store merchandising. The budget for advertising and promotions shall be taken from a percentage of the brand's sales. The overall plan aims to increase profit margins, boost sales and improve consumer perception.