A marketing plan for Eight O'Clock Powdered Juice Drink

• Main Authors: Dy, Dave Francis, Ngo, Jansen Aldrich, Ong, Jan Chester, Pages, Maria Beatrice
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18128
• Institution: De La Salle University

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.