A Proposed plan for kiwi shoe polish, Sara Lee Philippines

• Main Authors: Adriano, Abraham Joseph Armenio, Lotilla, Julius Magno, Sy, Jeremy Lim, Topacio, Dominador Tejada
• Format: text
• Language: English
• Published: Animo Repository 1996
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16733
• Institution: De La Salle University

The primary purpose of this thesis paper is to be able to present a realistic marketing plan for fiscal year 1996-1997 to Sara Lee Philippines, manufacturer of Kiwi shoe care products. Products of focus will specifically be the paste shoe polish and liquid wax shoe polish. The Kiwi brand is currently the market leader garnering 89% market share which gives the company substantial control of the industry. Market expansion through more users and usage of mentioned product lines will constitute the main goal of this marketing plan and increased market share and profitability as the secondary and supplementary goal. Projected increase in market share for the short-term and long-term periods is 91% and 95% respectively with gross sales worth P 187 million for fiscal year 1996-1997. Marketing strategies to be employed will involve those that are applicable for a market leader such as expanding the total market, defending market share and expanding market share. Expanding the total market will consist of influencing new users and finding more usage for the brand. Despite the fact that Kiwi literally controls the market, fortifying its position in the market and implementing market broadening and diversification strategies will constitute action plans for defending market share. Expanding market share entails higher profitability by consistently offering the same high-quality shoe care products to its target market at the same time charging a premium price that more than covers the cost of offering higher quality. Marketing programs and activities proposed together with their corresponding feasibility studies are based upon these strategies.