A Marketing plan for ABC Corporation: A proposed marketing plan for Sun Rise iced tea

• Main Authors: Chua, Ann Sharon, Mastrili, Jeny Lyn, Sy, Wendy, Yulangco, Earlleen
• Format: text
• Language: English
• Published: Animo Repository 1998
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16844
• Institution: De La Salle University

Beverage industry has always enjoyed much growth through out the year for the people spend much on drinks and beverages. Their consumption on beverage is almost as much as people spend on food. This makes the industry a very profitable, as long as you are able to tap the right market, at the right time. The changing lifestyle of the Filipino consumer add up to the growing demand for ready-to drink beverages. Their active lifestyle make them want to drink more, as well as to take with them beverages which may quench their thirst whenever. Also, the amount of beverages consumed outside the home has steadily been increasing, thus making ready-to-drink beverages a real indispensability. However, the growing amount of players in the market has been increasing drastically, making it essential for Sun Rise to come up with good marketing strategies to out-play the competition. Sun Rise iced tea has been in the market for almost two years now, being introduced in 1996. Although it is among the pioneers in brewed iced teas, it has not been able to get much following from the consumers. The lack of effective marketing strategies makes it difficult for the product to sell well and to earn much profit. It has only been averaging 30,000 cases sold each year, hardly enough to cover for its other costs. Consumption has been eating majority of its market and the company has to do something about it. This paper aims to make Sun Rise a market challenger in the industry. The proponents have set short term objectives for the company, as well as medium and long term ones. Among its short term objectives are to increase its sales by at least 50% from 30,000 cases to 45,000 and to minimize the loss which the company may incur during the first year of re-launch. It expects to set starting reaping the benefits at the end of its third year after the re-launch.