A marketing plan on USA 77 Lubricants

• Main Authors: Chua, Johanna, Chuacuco, Rochelle, Huliganga, Michaela
• Format: text
• Language: English
• Published: Animo Repository 2002
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17645
• Institution: De La Salle University

This is marketing plan created to aid Chemical Alloy Corporation with the introduction of four of their USA 77 engine oils to the automotive market. The products focused on are: USA 77 Versa Fleet, USA 77 Premium D-400, USA 77 Premium D-300, and USA 77 D-100. Each product is specially formulated to give high quality performance in order to achieve total customer satisfaction. The company's main goal is to stabilize itself in the industry through its own manufactured products by providing its target market with high quality engine oil that are more affordable than the leading brands. In order to attain this goal, the following short-term objectives were created: To establish at least 50 percent brand awareness in the automotive industry within Metro Manila in one year's time. To be able to penetrate the general market by at least 5% of registered vehicles, which totals 51,878 of vehicles targeted within Metro Manila in the product's launching year. To capture at least 20 percent of the attention of the target market and gain brand knowledge as well as retention through different advertising and promotional activities. Aggressive consumer advertising and sales strategies shall be implemented in the first year to introduce the brans to the market. This will be done through print and radio advertisements as well as several promotional programs targeting both end-users and distribution channels. The company is required to have an investment of Php 3,106,693.90 in the initial year in order to generate a profit of Php 1,956,119.20 by the second year.