A Marketing plan for Reynolds readi-pans focusing on the Filipino-Chinese Baker's Association market

• Main Authors: Chan, Ma. Christine, Co, Bernice C., Go, Glena Gabrielle, Tan, Sharon Barbara Co, Villacorta, Gregorio F.
• Format: text
• Language: English
• Published: Animo Repository 1993
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16832
• Institution: De La Salle University

Reynolds Philippines is the only local manufacturer of semi-rigid aluminum food containers in the market today. Overall projections of the total market reach 63MT annually, 60 MT of which Reynolds supplies, making Redi-Pans the market leader in its category. Growth rate on sales is expected at an average of 16% per annum. Due to the of seen potential of bakeries as major users of Redi-pans, the target market consist primarily of members of the Filipino-Chinese Bakers association's extensive network and marketing arm to introduce, penetrate, and eventually capture the said market. Branching to other bakeries outside of the FCBAI is the second consideration in the near future. Reynolds Redi-pans is positioned as a versatile aluminum food container which can be used for baking, storing, displaying, packaging, freezing and reheating. This will perpetuate the product's indispensability in food preparation. The expenditures for the proposed plan is estimated at P 205,864.82 for the first year, P 95,131.24 for the second year, and P 99,071.70 for the third year of operation, which is inturn expected to yield a net profit of P 32,523.06 for the first year, P 194,779.76 for the second year, and P 242,359.22 for the third year inclusive of corporate tax. The figures mentioned were estimates of profit from only two out of the nine variants of Redi-pans, namely, pic pan and brownie pan. The investment may be considered high compared to the output, but his normally happens when the product is set to relaunch phase. However, it is expected that the spending's for the following years will decrease inversely proportional with the generation of profits. Although the only competition Reynolds Redi-pans faces now are the imported ones, strategies and programs are focused on promotion, competitive pricing and carefully monitoring of the market to ensure that Redi-pans remain to be the market leader. With regard to the checking of development, reports, focus group discussions, UAI study, probing, and constant monitoring by Metro Drug salesman was recommended to gauge product performance, measure profitability and evaluate results of the marketing program.