A proposed marketing plan for Kell's lemon iced tea

• Main Authors: Tan, Dianne Kristine N., Tan, Twinny W.
• Format: text
• Language: English
• Published: Animo Repository 2005
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17548
• Institution: De La Salle University

Multi-M Food Corporation has been in existence for more than 12 years now. Approximately two years ago, the company began to introduce their own new product, Kell's Iced Tea, out to their circle of customers in the institutional market. Now, the company wants Kell's Iced Tea to be distributed to a wider market, and so the opportunity for retail distribution, specifically the supermarkets, came to mind. The iced tea industry has been experiencing continuous giving the company more reason for entering into the said market. The shift from buyer-to-buyer to buyer-to-consumer will require certain investment, which should be made first. The proposed marketing plan aims to the company to be a market challenger in the iced tea industry and create 100% brand awareness for Kell's. This will be achieved by increasing awareness, market share, and adding retail distribution channels. The proponents started by coming up with a new logo, packaging, and designs for the print advertisements. At the same time, strategies for pricing, free trials, reduced-price packs, premiums, public relations programs and others will be implemented as well. For the execution of the marketing plan, an amount totaling to P 4, 751, 971.48 will be incurred in order to achieve the short-term objectives. In doing so, Kell's will be able to penetrate the retail market. Hence, brand awareness, as well as market share for the product, is expected to improve.