A marketing plan on Selecta Dairy Products, Inc.: Swirls and twirls collection

• Main Authors: Memita, Joseph Victor, Tatel, Jocelyn, Tsang, Wai Wah, Uy, Michelle L., Yu, Eunice Gail
• Format: text
• Language: English
• Published: Animo Repository 1993
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16937
• Institution: De La Salle University

The ice cream industry that has been long dominated by the ice cream giant, Magnolia, has been rattled with the entry of Selecta Dairy Products, Inc., which was relaunched in 1990. In its effort to provide quality ice cream, Selecta continues to gear itself towards the innovation of new, fun and exciting flavor line up that consumers enjoy today. In this respect, the practicum group assigned at Selecta Dairy Products Inc. has prepared a marketing plan to support Selecta's quality way of life. This marketing plan was made before the launching of the Swirls and Twirls Collection. Unfortunately, the Collection was launched ahead of this presentation. With this development, this paper rides on the assumption that if the group were given the opportunity to launch the Swirls and Twirls Collection, the plan would be as follows. Current Situation. The estimated total market size of the ice cream industry (1993) is 18,000,000 gallons of which Selecta enjoys a 25% market share. Selecta has long been creating delightful flavors for the consumers, focusing on the premium quality of the ice cream as its promise. Thus, it is not surprising to know that Selecta has come up with the newest collection of ice cream, the SWIRLS and TWIRLS COLLECTION. The marketing efforts of the group offer these products based on a premium pricing strategy that equally matches the brand image of Selecta. Promotions and advertising efforts are supported extensively by using both traditional and non-traditional media in gaining maximum exposure for the newest collection. The usage of the respective depots established by the company as a part of the distribution network plus the additional freezer trucks can greatly contribute to the nationwide allocation of the Swirls and Twirls. Furthermore, the training of the salesforce and the residential dealers employed by Selecta strongly enhances the company's brand exposure to the market.