Delimondo: Cooking up the right 4Ps

• Main Authors: Abaya, Mei, Batac, Alex, Carpio, DanDan, Pabalan, Jaime Miguel G.
• Format: text
• Published: Animo Repository 2016
• Subjects: Canned beef—Marketing; Corned beef—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/9344
• Institution: De La Salle University

This study aims to provide an understanding between the behaviors of Filipino millennial as consumers of processed food, canned corned beef in particular. With this, the proponents aid to recommend a comprehensive marketing mix for the canned corned beef brand, Delimondo. A total of 110 respondents from Metro Manila, Philippines participated in a survey on consumer behavior with regard to canned corned beef and Delimondo as a brand. The results suggested that Delimondo can tap audience regardless marital status as opposed to what is done today by competitors. Second, target market’s monthly income is not an indicator of purchase behavior and distribution channel. Third, the brand Delimondo appeals to target market with higher income. Lastly, target market’s decision to purchase is independent of source of information about canned corned beef. This paper also serves as a preliminary insight to marketers in understanding and addressing the motivations of Filipino millennial in purchasing canned corned beef.