A marketing plan for Fuerza Light

• Main Authors: Chong, Christopher, Gonda, Raphael, Santos, Marc Jerik, Villanueva, Denise
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18126
• Institution: De La Salle University

Tanduay Distillers, Inc. is a world class company that has undergone changes in the past 150 years but still stands strong and continues to adapt to the fast-paced 21st Century where innovation and diversity are key. The company's vision is to make quality products accessible to many through innovations (Tanduay Distillers). Over the years, Tanduay has proven itself to be a strong contender in the distilled spirits market by becoming the leading rum producer in the Philippines and second in the world. Although strong in the rum category, the company has yet to penetrate the Luzon market due to the region's strong preference to other spirits, brandy in particular (Nielsens, 2012). There has also been a trend in the industry to have lighter alcohol content in their products to meet with the preference of the growing younger market in the Philippines (Euromonitor, 2008). In order to compete in the Luzon market, the company will produce a high quality spirit that is affordable to many. Fuerza Light will be a brand new distilled spirit that would be innovative. It will have a low alcohol content of 27.5% or 55 proof. By infusing the spirit of Spanish brandy and the spirit of Tanduay's Signature Rum, it aims to achieve a different kind of flavor and smooth feeling. The primary target market of the product are blue collared workers aged 24 to 30 from socio-economic class D, while the secondary target market would be students from the same socio economic class, aged 18 to 23 years old since they are the majority drinkers in the Luzon market (Nielsens, 2012). The company will invest in advertising and promotional programs such as sponsorships and sampling. The product will be priced at PhP72 per bottle that would be positioned at a competitive price against its direct competitor, Emperador Light. The price of the product is also suitable for the target market and at the same time, gives the company enough revenues to shoulder its costs.