A marketing plan for Alaska Yoghurt Drink

• Main Authors: Laureola, Catherine Marie D., Narciso, Nadine Julia Y., Solis, Ma. Camille Joyce A.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18124
• Institution: De La Salle University

The yoghurt industry has always been divided into two distinct categories set or spoonable yoghurt and yoghurt drinks. The latter is considered to still be a young and developing category, with few players actually participating in the manufacturing and selling of the product. At present there is a growing health and wellness trend in the country, which has resulted in increasing the popularity of yoghurt drinks due to their nutritional benefits. This purpose of this proposal is to re-launch the Alaska Yoghurt Drink in order to increase awareness, trial and usage among consumers. The target market of the product is defined as young adults aged 18 to 25 years old belonging to the C socio-economic class who are studying in college or already working. In order to achieve this goal, a study was conducted on the target market in order to address issues currently being faced by Alaska Yoghurt Drink. A marketing communication program was then developed based on those findings and is due to be implemented for the year 2012. The plan consists of three parts – first, advertising activities will include promoting the image of the brand endorser to help create awareness second, trade & consumer promotional activities will be encouraging trial and repeat for lapsers and non-consumers and third, the public relations program will make use of marketing mediums accessed most by the target audience as well as sponsorships in order to increase brand recall. The main objective of these activities is not just to highlight the top qualities that Alaska Yoghurt Drink has to offer, but to convince the target audience that this product is the right choice for their body and more importantly, for their lifestyle.