The launch of Pinoy's Best: JUMBUSOG for Zest-O Corporation

• Main Authors: Kao, Jeanne Kathleen L., Kho, Gerard Patrick C., Lim, Pauline Mae O.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18074
• Institution: De La Salle University

As the emergence of a fast paced economy dictates the lifestyle of consumers in the Philippine market the need to create a meal that proposes to be obtained easily and conveniently consumed becomes an opportunity where businessmen can maximize and reap profits from that has been the role of the instant dry noodle industry in people's lives for the past decade. True enough the industry has exhibited progressive growth as the mentioned need of consumers raised rapidly in the past two years. Though prosperous, the industry faced a lot of trials to maintain a stable elevation, leaving players of the said industry to further segment the market with newer offerings product innovation. Zest-O Corporation, a company that have served the Filipino people with high quality food products since 1981, understands these facts mentioned above, as it also competed with the instant noodle market with brands: Quickchow (pouched instant noodles) and Tekki (cup instant noodles) holding in totality, the first place at the Visayas and Mindanao region while occupying fourth place in the Greater Manila Area. Generally, as what was found in our study in the socioeconomic class D and E, people purchase instant noodles in three to four pouches because they want to consume it with their families specifically, mothers buy instant noodles for their children. Knowing this, Pinoy's Best, the brand that the group plans to add in Zest-O's instant dry noodle line to increase market share, is positioned to fill in this need by offering the first ever JUMBO-sized (x3 the ordinary size 180 grams) instant dry noodle that provides a packaged benefit of a healthy meal that promotes brain efficiency since it contains Alpha Lipoic Acid and the flavor that precisely captures the Filipino's acquired taste "Panlasang Pinoy" in the market (Initial Flavors: Spicy Chicken Barbeque and Original Chicken Barbeque). This product is then objectively created to capture the consumer being described in the earlier paragraph, as the maturing industry brings forth the obstacle of a challenging business environment, combining these attributes definitely gives Pinoy's Best the enough edge to make its mark in the dry instant noodle market. Furthermore, the advertising campaign for Pinoy's Best is strategically created to attain maximum impact, shying away from the traditional above the line advertising campaign the group has decided to focus mainly on below the line as this proves to be an effective medium to reach our desired market. Distribution becomes an issue as people's brand preference is being sowed by one brand, with this issue, the group now shifts it's focus to reacquire that brand loyalty, or at least partially, from its competitors. Advertising contracts will be offered to sari sari stores plus a consignment package to predominantly place Pinoy's Best in their establishment's signage and product display. Upon making Pinoy's Best available in the market, the company will also launch events that will aid the product's penetration in the market this basically aims to smoothen the consumer's acceptance of the product. Mr. Robin Padilla, a local actor, will also be hired to become the fresh face of Pinoy's Best, as he will be the one to personally promote the product across all events, posters, and billboards during the campaign. Lastly, evaluative countermeasures will be in place to ensure that the product is performing as expected from Zest-O's investment, this strategy, in effect solidifies Pinoy's Best's position in the first year of its launch, therefore achieving product success.