A Proposed marketing plan for Kawsek, Inc.

• Main Authors: Co, Frederick C., Ong, Benjamin S., Sy, Sherwin L., Yao, Harvey Y.
• Format: text
• Language: English
• Published: Animo Repository 1996
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16859
• Institution: De La Salle University

Fruit juice is the basic product from full ripe fruits, from which fruit nectars can be prepared. To produce quality juice products, distinctive flavor and aroma characteristics of the fruit should be present. Fruit juices serves the institutional, industrial and household sectors. Fruit nectar is the pulpy product that is intended for direct consumption, and has at least thirty percent concentrate of fruit juice. The market for beverage products will remain robust as spending accelerates. Fruit juices post a significant gain as softdrinks loses their sizzle among some consumer segments. Sales of fruit juices have grown dramatically as consumers become more health conscious. Gina MANGO NECTAR has a natural mango taste and a higher concentration of mango as compared to other mango nectars. The taste and concentration of mango in Gina MANGO NECTAR presents a big opportunity for the further improvement of performance in the market. Gina MANGO NECTAR is still unknown by a majority of consumers, this is due to the lack of advertisement, promotional support for the product, and also to their limited available manpower for distribution. Suggested changes will be made, including relaunching the product. New packaging that will appeal to the target market are proposed to be made. To facilitate the growth of product awareness, an advertisement for both television and print would be heavily used. Television advertisements will be aired in where AB and upper C shows with high TARP ratings are used, while print ads will be published in newspapers with a wide circulation. To help achieve the expected increase in sales, a sales program together with promotional activities for distribution and end consumers shall be developed. Effectiveness of the marketing strategies employed shall be measured through UAI surveys and quartile monitoring of sales.