A proposed marketing plan for UFC Liquid Genie of NutriAsia

• Main Author: Dy, Mikhail Hansel
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18032
• Institution: De La Salle University

UFC Liquid Genie is a new product in the category of food flavorings. It has only been in the market for 6 months and has yet to establish itself. Compared to its competitors, UFC Liquid Genie is an underdog. It faces international companies like Ajinomoto and Maggi who have huge funds in promoting their product. UFC Liquid Genie suffers low awareness rates among consumers. One reason is the lack of frequency of its TVC. With a limited budget, UFC Liquid Genie fails to cut across the clutter and introduce itself to the market. Furthermore, there is a low trial rates caused by certain factors including the product being an unfamiliar format, consumers do not want to risk experimenting on the new product, product not being the top of mind choice of flavoring and consumers are loyal to their brand used most often. Some consumers see the product the same as their current brand and there is nothing special about it. This marketing plan will reposition UFC Liquid Genie as a flavoring that can be best partnered with vegetable dishes. It will use strategies that will build up brand linkage of the product among the consumer as the top of mind flavoring for vegetables. It will address the barriers for trial and encourage consumers to try the product.