A marketing plan for Eight O'Clock Powdered Juice Drink
The powdered juice industry is not something new to the Philippine market. Eight O Clock is a local product and has been around since the 1980's, initially owned by Sugarland International Products. It is now manufactured and sold by Coca-Cola Bottlers Philippines, Inc. This marketing plan targ...
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| Main Authors: | , , , |
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| Format: | text |
| Language: | English |
| Published: |
Animo Repository
2011
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| Subjects: | |
| Online Access: | https://animorepository.dlsu.edu.ph/etd_bachelors/18128 |
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| Institution: | De La Salle University |
| Language: | English |
| Summary: | The powdered juice industry is not something new to the Philippine market. Eight O Clock is a local product and has been around since the 1980's, initially owned by Sugarland International Products. It is now manufactured and sold by Coca-Cola Bottlers Philippines, Inc.
This marketing plan targets socio-economic classes C2 and D, with its primary target market of Filipino mothers, ages 25 to 45 years old. The secondary target market would be children ages 4 to 12. The objectives are (1) to increase top-of-mind awareness to 65%, (2) increase product trial to 90%, and (3) to increase sales by 35%.
To be able to achieve these objectives, a re-segmentation of the brand, which will be done through a combination of above-the-line and below-the-line advertising, trade and consumer promotions, and public relations programs, will be implemented to be able to cater to the target market.
This one-year marketing plan will require a total of Php64,717,346, which will yield an estimated sales revenue of Php1,093,794,330.50. |
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