Rain malt soda
Since its initial launching in October, 1995, Rain Malt Soda has gained a high level of awareness at 96% but with a low trial rate. This is not because of the lack of programs implemented but may be attributed to its limited distribution. Another factor to be considered is the television advertiseme...
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| Main Authors: | , , , |
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| Format: | text |
| Language: | English |
| Published: |
Animo Repository
1997
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| Online Access: | https://animorepository.dlsu.edu.ph/etd_bachelors/16804 |
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| Institution: | De La Salle University |
| Language: | English |
| Summary: | Since its initial launching in October, 1995, Rain Malt Soda has gained a high level of awareness at 96% but with a low trial rate. This is not because of the lack of programs implemented but may be attributed to its limited distribution. Another factor to be considered is the television advertisements of Rain Malt Soda, which according to the research conducted by the San Miguel Brewing Group, were not effective in positioning the product in the minds of the target market.
With these findings, Rain Malt Soda will be re-launched in the market using the above the line and below the line advertising and promotions to establish its base in its target market in the 13-17 years old age bracket. The promotions adopted aim to involve the youth with Rain Malt Soda.
With its investment of P 75,000,000.00, Rain Malt Soda will incur a loss from years 1997 to year 2000. In four years time from the investment period, profit will be realized at P 118,000 and will earn more than P 14,000,000.00 in year 2003.
Sales performance shall be monitored to measure if projections made are close to actual results. Research will also be done to evaluate the effectiveness of the strategies and programs implemented. |
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