A research paper entitled: A UAI study on the Philippine RTD milk industry

• Main Authors: Dy, Hubert S., Tan, Jan Dominic D., Tan, Jorge D.
• Format: text
• Language: English
• Published: Animo Repository 2005
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17578
• Institution: De La Salle University

Universal Robina Corporation (URC) has been contemplating for some time, of entering the local ready-to-drink (RTD) milk market and so this group has proposed to conduct an in-depth study that investigates the needs and wants when buying RTD milk. The overall objective of this study is to devise a positioning strategy for a new RTD milk entrant in the Philippines RTD milk market. In order to achieve our objective, the researchers conducted a UAI study. The dairy industry in the Philippines was evaluated. The ready to drink milk market has many entry barriers due to the present number of players, has high capital requirement, the domestic milk market having an import dependent type of industry in this particular dairy product industry. The development of this strategy is vital to ensure a favorable competitive position for URC in case it decides to push through with its plans of entering the said market. A UAI (Usage, Attitude, and Image) survey provided quantitative data on the usage, attitude and perceptions of consumers towards existing RTD brands available in the market. Respondents on the UAI include users (children) and buyers (parents), interviews among the users (Children) were also conducted. The results show that the parents are the ones who influence the children in buying RTD milk. Moreover, nutrition is the most important attribute parents look for in buying RTD milk for their children.