A marketing plan for Tao Corporation

• Main Authors: Betco, Reyda Noreen R., Ong, Emmeline Iris D., Sy, Aelaena Rae M., Yu, Desiree L.
• Format: text
• Language: English
• Published: Animo Repository 2004
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17851
• Institution: De La Salle University

For years, Tao Corporation has been known for distributing for large manufacturing companies such as Procter & Gamble, Philip Morris and others. It may well be time for them to have and distribute their own products and also extend products lines in the future. The energy drink that will be manufactured by Kalbe Farma is one of their anticipated products. This energy drink is not just an ordinary drink, but one specifically designed for students. Since the company is yet to determine whether or not to pursue the business venture, the thesis proponents worked for the company as on-the-job trainees and conducted research for the company. Furthermore, the thesis proponents completed a marketing plan for the product as their thesis project. The paper includes short, medium, and long term objectives/goals for the product. Long term goals for the company include making the product or brand the preferred brand among students from social classes AB and C. in order to do this, short to long term objectives are broken down as steps in helping the company reach its ultimate goal. Short term objectives include building brand awareness and brand preference for the product through specific strategies mentioned in advertising, sales promotions, and public relation programs. Medium to long term objectives include building market share in the industry, increasing the percentage of sales per year, and having return on investments in about 4-5 years after launching of the product. Investments for the first year will be around P11 million includes marketing, operating, and capital expenditures. After the first year operation, advertising, sales and promotion expense in general shall be cut by approximately 70%.