A marketing plan for Big Chill Naturals: A new product for the Big Chill Inc.

• Main Authors: Ang, Milton Asber, Changliong, Anna Patricia, Ko, Michael Kevin, Santos, Paul Terence
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18250
• Institution: De La Salle University

The Big Chill, Inc. was established in 1996 as a new concept serving premium quality blended shakes made with 100% fresh-cut fruits. It caters to a diverse age group with branches conveniently located in office buildings within Metro Manila. The Big Chill Inc. is also known for its award-winning quality of beverages, having been recognized as the Best Fruit Shake Drinkâ by the Product Quality Excellence Awards for both regional and national categories (Big Chill). In 2011, Agrinurture, Inc. (ANI) acquired Big Chill and began expanding its product offerings. As the company continued to develop, they saw a market opportunity in ready-to-drink fruit juices. This opportunity was brought to light due to the fact that ANI is engaged in farming and manufacturing thus production of these juice drinks can be at a relatively cheaper capital expenditure. The company also wanted to retain the Big Chill brand because it already has high brand recognition in NCR (UAI Survey 2013). Today, with the growing market of health conscious consumers (Euromonitor 2012), the company wants to use this opportunity to develop a new product Big Chill Naturals (BCN). BCN will be a brand new fruit beverage that is made from premium quality fruits that is all natural, refreshing and convenient. It will also be positioned as premium line beverage inspired by Filipino native fruits to cater to the Filipino palate. The drink aims to become a healthier, better alternative to other RTD beverages and to become the consumers top of mind premium RTD juice beverage. The primary target market of the product are young professional aged 24-35 from socio-economic class A, B and upper C, while the secondary target market are parents aged 36-55 from the same socio-economic class. The suggested retail price for the product would be at Php29 per can positioning BCN as slightly higher than its other competitors. The company will be investing heavily in advertising, promotional and public relations programs such as sponsorships, sampling and