A marketing plan for post-launch of PediaSure Plus Triple Sure

• Main Authors: Chan, Lilibeth, Dela Cruz, Felisha Therese, Go, Stephanie, Mendoza, Jasmin
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing; Infants > Nutrition > Requirements
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/8281
• Institution: De La Salle University

Nutritional deficiency in children is rampant, especially in cases where the child is hard to feed. To address this problem, Abbott Laboratories had designed PediaSure a clinically proven, complete and balanced nutritional supplement for hard-to-feed children. PediaSure comes in 2 types: PediaSure Complete for children aged 1 to 3, and PediaSure Plus for children aged 3 and above. The brand in focus in this marketing plan is PediaSure Plus which will be re-launched in the market as PediaSure Plus with Triple Sure System. As a post-launch plan for the brand, the objectives are to 1) increase net sales by 6% by 2012 2) sustain annual increase in net sales by 10% and 3) sustain market leadership in the subsegment of special milk formulas. To achieve these objectives, a combination of above-the-line and below-the-line advertising, trade and consumer sales promotions, ethical and internal marketing, and public relations program will be utilized. This post-launch marketing plan will cover the 3 remaining months of 2011, and a full year for both 2012 and 2013 which will require an investment of Php 5,531,954.07 for 2011, Php 78,620,388.48 for 2012, and Php 53,239,428.68 for 2013 to yield an acceptable rate of operating income for each year. To determine the effectiveness of this marketing plan, specific evaluation tools have been identified.