J. Marrel Industries, Incorporated

• Main Authors: Aguila, Rozelyn, Ancheta, Zharlotte, Chan, Melissa, Go, Richard, Itable, Lindley, Racelis, Arlene, So, Mennie, Tan, Kathryn, Uy, Ethel, Villanueva, Myra
• Format: text
• Language: English
• Published: Animo Repository 1995
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/12031
• Institution: De La Salle University

Executive Summary. Market Study: Due to the expected increase in population and economic improvements, demand for pharmaceutical products are expected to rise. The fact that Filipinos are currently encouraged to care more for their health strengthens the forecast on market expansion. This currently poses a problem for the 274 licensed pharmaceutical manufacturers who are forced by costs of production to research on local substitutes that can replace imported raw materials to adequately match the local demand of the market. Coco Ethanol's target market would be concentrated primarily on all Class A and B households purchasing rubbing alcohol from department stores and groceries located within the areas of Las Piñas, Makati, Mandaluyong, San Juan, Pasig, Manila, Muntinlupa, Parañaque, Pasay and Quezon City while the second target market would point to all individuals with ages 13 to 23 years old within the same targeted area. Coco ethanol's 10% desired target market share would average to an annual demand of 616,758 liters. In line with this, a market survey has been conducted in order for the company to familiarize itself with its prospective customers. Based on the results thereon, a marketing mix has been formulated and developed for an effective overall marketing program. The product, Coco Ethanol, is a naturally made 70% coconut-based ethyl alcohol with lanolin scent, germ-killing effect and colorless feature proven safe and effective. To market the product, JMII would rather render 3 representatives to make arrangements with different distributors composing of Shoemart, Robinson's, Landmark, Rustan's, Unimart, Seven Eleven and Liana's. They will also be responsible for the implementation of various marketing techniques as agreed upon. The company will employ the going rate pricing strategy to keep the price close to industry average. As of now, COCO ETHANOL is estimated to sell at P 13.45 and P 27.00 per 250 ml and 500 ml bottle, respectively.