A marketing plan for Go Soy

• Main Authors: Vergara, Joseph Glenn, Yorac, Courtney Sebastian
• Format: text
• Language: English
• Published: Animo Repository 2004
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17671
• Institution: De La Salle University

Go Soy was put up by Mr. Jun Sy in 2001 because of his dream to produce a consumer product of his own. Soy Foods International boasts of go Soy as the first soy milk that is locally produced in tertra pack. It takes pride of its products because unlike an ordinary milk drink, it is protein packed and has 0% fat and 0% cholesterol. This marketing plan wants to change the perception of the people towards Go Soy, the company wants Go Soy to be perceived not just an ordinary milk drink but a soy milk drink that is protein packed and far more different from other milk because of its health benefits. Its main objective is brand awareness of the product, since it is not yet well established in the industry unlike its competitors Nestle Chuckie, Selecta Moo, and Zesto Choc-O. This marketing plan has a short term objective of increasing market share to .03% from its present share of .007%. Moreover, on the first year of implementation of this marketing plan, a soaring increase of 429% in gross profits for the year 2005 is expected as opposed to the 84% increase in 2003 and 0% increase in 2004, given the strategies to be employed as proposed in this marketing plan. Likewise, one of its long-term objectives is to sustain an increase of 50% in net income annually. The researchers have come up with several strategies to be able to achieve the aforementioned goals. More attention will be given to sales promotion programs like different sampling activities, a trade promotional stint, and a premium on pack sales promo. Advertorials will be used to be able to maximize the budget for advertising and promotions and at the same time be able to advertise the new product effectively. The company, to achieve the aforementioned goals and objectives can embark on these strategies. The said strategies have been evaluated, the the use of Gross Rate of Improvements Sales Trending Method, Focus Group Discussions, and Surveys, to be effective in achieving the objectives of this study.