A Proposed marketing plan for Del Monte Sweet Style Spaghetti Sauce, Del Monte Philippines, Inc.

• Main Authors: Ching, Luzcel Marie G., Gonzales, Jennifer V., Gonzalez, Genevieve Y.
• Format: text
• Language: English
• Published: Animo Repository 1994
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16842
• Institution: De La Salle University

Del Monte Sweet Style Spaghetti Sauce currently holds 3.7% market share and has been available to consumers for almost a year now. For fiscal year 1996, it is proposed that product improvements be done to make it more competitive in the market and thus capture a more significant portion of the total industry. Del Monte Sweet Style Spaghetti Sauce needs to be produced in bigger 580 gram can size to satisfy varying consumer preferences. The proposed introduction of Del Monte Sweet Style Spaghetti Sauce with Hotdog Bits will challenge competing brands in the meat category and create a new market for the spaghetti sauce line of Del Monte. Both products will be backed by heavy advertising via television, print, and grocery shopping carts to constantly remind consumers about the product even during off seasons. It is recommended that distribution be intensified outside the Greater Manila Area and beyond supermarkets. Cash incentives have been provided for all cash van salesmen to increase distribution in sari-sari stores and market stalls. Adoption of strategic promotions such a Big Sforks for the Big Sweet Cans and Matamis na Pamasko ng Del Monte will help generate incremental sales of 8,064 cans of 580 gram Del Monte Sweet Style Spaghetti Sauce. Low pricing strategy will be maintained for Del Monte Sweet Style Spaghetti Sauce products. Net Income after Tax is projected to soar to P 4.280M, up by P3.199M over fiscal year 1995. While Investment is estimated at P5.971M.