A proposed marketing plan for Bayer Philippines Baygon Katol

• Main Authors: Castillo, Jose Manuel, Javier, Roberto, Gonzalez, Ryan
• Format: text
• Language: English
• Published: Animo Repository 1996
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17587
• Institution: De La Salle University

The primary purpose of this thesis paper is to be able to present a realistic marketing plan for fiscal year 19977 to Bayer Phils., a manufacturer of Baygon products. The product of focus will be Baygon Katol. Baygon Katol is currently the market challenger with a 23% market share. Advertising and promotions together with superior distribution will compliment the main goal of an increase in market share. The projected increase in market share will be 3% (because of the entrance of new competitors) by the end of 1997 with gross sales worth 103,140,339 pesos. Expanding Baygon Katol's market share requires higher sales volume and gross profit by steadily offering to its target market, a high quality brand of mosquito coil. Focusing on its USP, particular that of being pleasantly scented, will enable the brand to be highly differentiated from other existing brands, thus increasing the consumer awareness toward the said product. The total cost for the proposal is P15,631,323 pesos inclusive of VAT breaking down the proposed marketing budget, advetising expenditures would amount to P8,592,156 promotions expenses would amount to P2,473 PR expenses would be :474,040 research and studies expenses would be P1 million lastly the contingency fund will amount to P3,091,737.