Marketing plan for Sunny Marketing Company

• Main Authors: Chao, Frederick Lewis G., Gocolay, Miguel Antonio, Pasion, Maria Carmen, Lacson, Elgin
• Format: text
• Language: English
• Published: Animo Repository 1994
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16838
• Institution: De La Salle University

Mother's Choice is positioned as a cost-efficient, instant nutritional food that is mixed with ground meat dishes. It is very rich in protein and has no fat and cholesterol. It aims to be accepted as a common household product. This positioning is backed by backyard research conducted by the company. And it has been found that the acceptance level for Mother's Choice is very high. Proper image and positioning are critical areas and are key success factors for the product. It has a very big potential if sold as a nutritional mix. Mother's Choice is a very versatile product and mixing it with meat is only one of its varied uses. Mother's Choice's primary target are the housewives belonging to the Class C and D household. The product's unique attributes and cost-cutting characteristics are attuned to the lifestyles, needs and wants of this segment of the market as shown by its psychographic and demographic profiles. Secondary target market are restaurants, carinderias , and other food outlets. The product will be launched in an attractive packaging. It will be priced reasonably so as to be affordable to the target market. It will be distributed through the proposed dealership network and through the company's own sales force to reach the various wet markets and supermarkets located within Metro Manila. To reach the awareness of the target market, advertising and promotions programs will be implemented. Availability of the product shall coincide with the launching. The advertising will have two phases, utilizing radio and print only. There will also be a direct mail advertising to reach the secondary target market. The promotions include a recipe contest, dealer and sales force promotions, cooking demos and sponsorships. All activities are in line with stated objectives and strategies. The total marketing and advertising investment required by the plan shall be P 8,098,557. Company audit staff and the marketing manager shall handle the apportioning and monitoring of the expenses for this budget. It is estimated that for the first year, the contribution margin for the product will be 36.23% or P 11,616,338. However, due to the heavy investment required, the profit margin will only be 5.88% or P 1,884,081. Evaluation of the results of the activities of the plan shall be on an on-gong basis. Reports are to be conducted after every activity is accomplished. Sales trend analysis and pre-period and post-period research are the tools to be utilized.