Unilever RFM Ice Cream Inc.: A marketing plan for the Selecta Fun Tub Ice Cream

• Main Authors: Gallegos, Jesus Christopher C., III, Gulfan, Angela Marie E., Jimenez, Marie Angeli R.
• Format: text
• Language: English
• Published: Animo Repository 2005
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17606
• Institution: De La Salle University

Ice cream is classified into two types: bulk and novelties. Bulk ice creams are those that come in one gallon, half gallon, tubs and print. Meanwhile, novelties and impulse products are those in sticks, cups, sandwiches and cones. The primary target market of Selecta being the market leader of ice cream in the Philippines is that of families, more importantly the mothers of each household since they are the frequent buyers of ice cream. The secondary target market of Selecta would be that of the kids o4f the family since they garner a significant amount of influence and pestering over the primary target market of Selecta. (personal communication, October 3, 2005). Increasing competition in the market has led manufacturers to develop and launch new production techniques, flavors and products. New opportunities are such as the rise of health consciousness, new joint ventures forming, the consumption of ice cream during occasions, and the lack of take-home ice cream for kids. With the said, the primary goal of the new Selecta Fun Tub ice cream is to be the number 1 provider of take-home ice cream for the young market in the Philippines followed by its secondary goal to create a new image for ice cream as being nutritionally beneficial and to maximize the fun index of ice cream in the take-home category that has not been exploited for a long time through various promotions. The fun Tubs short-term objectives would be to create and establish a sustainable product line for take home ice cream that would fully penetrate the largely untapped young market in the National Capital Region and further increase in products awareness and sales volume in the future ahead through various marketing efforts and promotions. The annual quantitative measurements will check and evaluate variables such as, desired product awareness over increase in sales in per SKU purchase, targeted in actual purchase per year. Surveys, interviews, and other forms like such would check how each strategy have affected the purchasing decision of the Fun tub consumers.