Sarimanok broiler feeds: A 5-year marketing plan for Sarimanok OTC Broiler Feeds in Luzon

• Main Author: Carriaga, Krizia Martha L.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18083
• Institution: De La Salle University

The poultry industry has been a driving factor in the yearly growth of the country's agricultural sector. It has been growing 2-4% yearly, concurrent to population's growth. Furthermore, demand for chicken is increasing because of the population's growth and preference. Therefore, the company is now presented with an opportunity to enter the poultry segment. Despite the stiff competition, UNAHCO can leverage by focusing on specific market segments with distinct products to offer. Sarimanok Broiler Feeds is a new product that is specially formulated for fast optimum weight of broilers. It is loaded with nutrissentials in every stage that can achieve 1.8 kilograms in 35 days. This product offers backyard raisers, its primary target market, a cost effective broiler feeds that will provide consistent performance. UNAHCO aims to establish Sarimanok brand image, first and foremost in Luzon among the backyard segment. It also wants to obtain sales of P245 million pesos equivalent to 4% market share at first year of launch with an advertising and promotions budget of 25 million and net profit of P3 million. This can be achieved through 77% above the line advertising and 23% below the line advertising to ensure that at any opportunity available, its target audience is made aware of the new product. Several backyard trials will be executed to aid conversion of raisers. Profitability package and intensive trade promotions will be carried out to make the product conveniently available to raisers. In doing these, Sarimanok hopes to appeal to 50% of their target market. In the long run this will aid in brand recognition and encourage brand loyalty. At the end, the company would undergo evaluation of the programs and strategies implemented in order to assess effectiveness and at the same time making sure that objectives and goals of the company are met.