Tondena Manila rum: Move up to world class plan for 1995

• Main Authors: Avancena, Juan Miguel M., Sabarre, Raymund R., Santos, Florence Antonette D.J., Vitug, Jennifer Mary S.
• Format: text
• Language: English
• Published: Animo Repository 1995
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16769
• Institution: De La Salle University

Last December 1994, La Tondena Distellers Inc. (LTDI) launched a new rum product, Tondena Manila Rum (TMR). This product participates in the rum industry, which is a participant in an even larger industry which is the hard liquor industry. The hard liquor industry which Tondena Manila Rum participates in is the local hard liquor industry. This is very different from the total hard liquor industry because the former caters mainly to the C, D, and E income brackets aged 18-55 where as the latter caters to various income brackets of different ages. Tondena Manila Rum is positioned as the high-end run among all of LTD's rum products. It targets a younger age group, preferably those that still do not have a firm liquor preference (whether by liquor form or by brand). TMR's competitors are the rum products produced by Distilleria Limtuaco, Tanduay Distillers, Consolidated Distillers and also those of LTDI. Other hard liquor products produced by the above mentioned companies are also considered by TMR as its competitors. However, the only direct competitors of TMR are Tanduay rum products. TMR boasts of its international quality and its many awards from the countries it is being exported to. With these qualities, it is priced higher than the other rum products out in the market. All these contribute to its image as premium rum . TMR is an 80 proof liquor product, although it also competes with the 60 proof liquor products. LTDI's goal for TMR is to have a 2% market share in the rum industry within the first year of the marketing program. This will be achieved by an intensive ad campaign and a strong promotional arm. All measures taken must be effective enough to increase TMR sales but not strong enough to make TMR compete with its direct competitors head on. Planned activities include change in distribution areas (selecting key cities nationwide) and promotional activities such concert tours and contests. The growth being achieved by TMR must not immediately viewed as a threat by its competitors or else all plans for TMR will be instantly attacked by the latter. Roughly, LTDI must allot a P32 million budget for TMR's development. All advertising and promotional endeavors will be evaluated to see their effectivity in achieving TMR's sales goal. Other factors such as TMR sales and rum industry performance will also be evaluated to see if TMR's goals are being met.