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46672501905000A Marketing Plan for Oishi Choco Chug Submitted toThe Marketing Management DepartmentCollege of CommerceUniversity of Santo Tomas In Partial Fulfillment of the Requirements for theDegree of Bachelor of Science in Business Administration Major in Marketing ManagementBy:Basilio, Kathie Denise Q.Mauricio, Therese Eloisa T.Mendoza, Ericka Jane R. December 2016TITLE PAGEAPPROVAL SHEETThe Marketing Plan forOISHI DARK CHOCO CHUGPrepared and submitted by:Basilio, Kathie Denise Q.Mauricio, Therese Eloisa T.Mendoza, Ericka Jane R.Has been approved and accepted as partial fulfilment of the requirements for the Degree of Bachelor of Science in Business Administration major in Marketing Management.____________________________ Prof. Paula Bautista AdviserApproved by the Panel on Oral Examination with the grade of ___________ on ________________________________.________________________________________Examiner Examiner__________________________Asst. Prof. Riaz BenjaminChair, Marketing Management DepartmentCERTIFICATE OF ORIGINALITYWe hereby declare that this submission is our own work. To the best of our knowledge and belief, it contains no material previously published or written by another/other person(s), nor material to which a substantial extent has been accepted for award of any other degree or diploma of a university or other institute of learning, except where due acknowledgment is made in the text.We also declare that the intellectual content of this marketing plan is a product of our own work, even though we may have received assistance from others on style, presentation, and language expression. Basilio, Kathie Denise Q. Mauricio, Therese Eloisa T. Mendoza, Ericka Jane R. (Candidates) Date: _______________ Prof. Paula BautistaAdviser Date: _______________ACKNOWLEDGMENTFirst and foremost, we would like to express our sincerest gratitude to our Marketing Research and Product Management professor, Mrs. Mildred Sevilla for her patience, guidance and support in writing this thesis.To our Integrated Marketing Communications professor, Sir Francis de Jesus for his advice, creative ideas, and support in the IMC part of this thesis.To our Research I adviser Ms. Paula Bautista for her patience, guidance and all the extensions of submission deadlines to successfully complete this thesis.To our parents who always understand and supports us for all the late night stay outside and allowing us to sleepover at other’s houses. To our thesis group buddies, the REAL Team and X – Cavity for making this thesis – making times less difficult and fun. God Bless to all of us!Lastly, to Almighty God who always gives us the strength to continue and to never give up, and for guiding us through all the hard times.TABLE OF CONTENTS Page Title Page iApproval Sheet iiCertificate of Originality iiiAcknowledgments ivTable of Contents viSummary of Tables viiSummary of Figures viiiSummary of Appendices ix I. Executive Summary 1 II. Scope and Limitations 2 III. Study Background 3 1. Company profile 3 A. Brief history 3 B. Mission/vision 4 C. Product offerings 4 D. Selected product/brand 6 E. Selected product/brand extension 7IV. Market Situation Analysis 8 1. Macro-environment 8 A. Economic 8 B. Political-legal 10 C. Socio-cultural 11 D. Demographic 12 E. Technological 14SUMMARY OF TABLES Number Description Page3.1 Economic Macro-Environment 83.2 Political-Legal Macro-Environment 103.3 Socio-Cultural Macro-Environment 113.4 Demographic Macro-Environment 123.5 Technological Macro-Environment 144.1 Market Size of Total Packaged Food4.2 Market Size of Total Packaged Food per Segment 4.3Market Size of Dairy Milk Products4.4``Projected Market Size of Packaged Food Industry4.5Projected Market Size of Dairy Segment4.6 Market Shares4.7 Net Profit Margin 19 4.8 Competitor Analysis 255.1 Sales Mix 345.2 Product Offering, Selling Prices, and Product Description 368.1 SWOT Matrix 5911.1 TOWS Matrix 6012.1 IMC Activities and Budgets 7412.2IMC Collateral Costings12.3IMC Advertising Costings12.4Summary of IMC Expenses13.1 Action Plan: Conceptualize new product 13.2 Action Plan: Develop and launch new variant13.3 Action Plan: Availability of the Product in the School Canteens13.4 Action Plan: Availability of the Product in Sari-Sari Stores13.5 Action Plan: Availability of the Product in other Convenience Stores 13.6 Action Plan: Aggressive Promotion through Traditional Billboards Ad13.7 Action Plan: Aggressive Promotion through Transit Media 13.8Action Plan: Aggressive Promotion through New Media13.9Action Plan: Aggressive Promotion through Interactive Marketing Communications13.10Action Plan: Aggressive Promotion through Sales Promotion14.1Marketing Budget, Year 2017 SUMMARY OF FIGURES Number Description Page4.1 Market Size of Total Packaged Food Industry 4.2 Market Size of Dairy Industry Segment 5.1 Sales Mix 345.2 Distribution Network 396.1 Historical Statement of Income, 2013 406.2 Historical Statement of Income, 2014 416.3 Historical Statement of Income, 2015 426.4 Horizontal Analysis 436.5 Vertical Analysis 4412.1 Proposed Facebook Cover Page 6412.2 Proposed Twitter Cover Page 6512.3 Proposed Sampling Booth 66 12.4 Proposed Packaging Design 67 12.5 Proposed Bus Rear Wrap Design 6812.6 Proposed Train Wrap Design 6915.1Gantt Chart17.1Interim Statement of Income Consolidated17.2Interim Statement of Income Oaties17.3Projected Incremental Statement of Income SUMMARY OF APPENDICES Letter Description PageA Survey Questionnaire 116B Market Survery Results 113C Market Survey Summary of Findings 132D Product Development Study 136E Curriculum Vitae 151EXECUTIVE SUMMARYOishi is a brand of Liwayway Marketing Corporatio?n that started manufactur?ing first starch and coffee then later on ventured into savoury snacks. They became famous for their Oishi Prawn Crackers and Kirei Yummy Flakes. Since then, they continue to increase their product line from savoury snacks to cereals, beverages and milk- slowly leaning in to healthier food and beverage options. Oishi continues to accomplish their mission and vision which is to deliver a wide range of quality food products to their consumer all over the world. Macro-environmental Analysis show that Filipino consumers are becoming more conscious on what they eat, preferring more on the healthier food variants. Due to this, the researchers proposed a product extension of Oishi Choco Chug which is Oishi Dark Choco Chug, a healthier chocolate milk drink with a small percentage of dark chocolate to increase its nutritional benefits but maintaining its chocolatey taste. The proposed product extension targets primarily tweens and teenagers aged 8-19 years old who loves to drink chocolate milk and wants to try a healthy new flavor and secondarily, mothers aged 20-35 years old with an SEC of C2 and D. The researcher?s will use various interactive marketing collateral?s from traditional billboards?, transit media, social networking advertising, product sampling to brand engagement activity with the objective that the product’s awareness will increase and to encourage the target audiences for trial purchase.SCOPE AND LIMITATIONS The paper that follows shall be governed by the following academic parameters:This research is only limited to ready-to-drink chocolate milk drink in the Philippines. This research was gathered around Metro Manila having 100 respondents for the month of November, 2015 for the UAIThe Concept Testing started from the month of April up to May 2016 with 60 qualified respondents for each concept. The respondents are mothers ages 20-39 with kids ages 4-19. Also, they are from the SEC C2, and D. The purpose of this research is for researchers to determine the market trends of RTD chocolate drinks and to analyze, and integrate these findings to their chosen product- Oishi Choco Chug and finally to make an innovated concept of the selected brand.HISTORY OF THE COMPANY Oishi?is a brand of Liwayway Marketing Corporation that takes hold of many product lines including salty snacks, cereals, popcorn, cookies, powdered juices, and sauces. It was popularized in the snacking industry in the Philippines?when it's snack food products (locally known as?chichiria) were made available in?sari-sari stores,?vending machines, groceries, convenience stores and supermarkets nationwide.OverviewWho They Are They started in 1946 as Liwayway?was originally a family-owned cornstarch repacking business.?The name "Liwayway" was chosen because it reflected the optimism of the Philippines after?World War II.?By 1966, in addition to distributing starch, the company also was distributing basic commodities, coffee, and confectioneries. It was incorporated as the Liwayway Marketing Corporation (LMC) in 1966. Brothers Carlos and Manuel Chan, at the time, were behind the company.?The parents of the Chan brothers had immigrated to the Philippines from?Fujian Province, China. Carlos is the older brother. The company began distributing Oishi Prawn Crackers and Kirei Yummy Flakes in 1974. The company used Japanese technology to make the products. Liwayway Marketing Corporation (LMC) is the manufacturer of the Oishi brand of snack products. At present, their growing product line has expanded to over 50 variants of salty snacks, cereals, popcorn, cookies, powdered juices, and sauces. Their main manufacturing facility is located in Imus, Cavite, with satellite factories in Cagayan De Oro and Cebu City, to strengthen their nationwide distribution. Oishi products are exported to Japan, Korea, and Hong Kong, among others.It has been their main objective to produce high quality products at prices affordable to the mass market. With this commitment, they continue their development of new products and technologies to expand their present consumer base and pursue international markets.Their BrandOishi means "delicious" in Japanese. Precisely what each and every item under their brand is.History and Profile Their history dates back to 1946, when a small family business engaged in the repacking of flour and coffee products was established through the efforts of Mr. Chan Lib and his wife, Mrs. See Ying. In 1966, the business was converted into a corporation, as it expanded into the distribution of pomade, candles, candies and sauces.By 1974, under the second generation management headed by Manuel Chan, LMC diversified into the manufacturing of snack foods such as “Oishi Prawn Crackers” and “Kirei Yummy Flakes.” The snack food business proved to be encouraging that the company eventually concentrated on this enterprise. Over the years, they invested in more sophisticated equipment to upgrade the quality of their existing products and to develop new ones to introduce to the market. “Oishi” became the patent brand for all their product lines, and has since established itself as a major player in the Philippine snack food market. In 1993, under the management of Carlos Chan, they embarked on their first venture in China, beginning with two companies in Shanghai: Shanghai Liwayway Food Industries Limited and Shanghai Prawn Cracker Foodstuff Company Limited. Since then, their China operations have grown to more than 12 companies located all over the mainland under the head company, Liwayway (China) Company, Limited. Their products in China are marketed under the brand “Oishi Shanghaojia,” which in 2001, received the Shanghai Famous Brands award, firmly establishing itself as a major brand in Shanghai, and the rest of China as well. A few years later, manufacturing facilities were also set up in Ho Chi Minh City, Vietnam (1997) and in Yangon, Myanmar (1999), where Oishi is now the leading snack food brand. Even up to now, Oishi proves to be strong as it garners a lot of revenue sales from its snack food product line, competing with the likes of?Nova chips,?Piattos,?Chippy, and many more.Their Philosophy (Mission, Vision)They aim to be the leading food product company in the markets they serve by cultivating the following ideals:Providing their consumers with the widest range of quality food products at best valueUpholding and living by the creed of business integrity in all their dealingsDeveloping and nurturing long term relationships with their suppliers, distributors, and consumersMaintaining an excellent work force by being involved in the development of their employees’ skills, knowledge, and attitudeYou are a Good Chef!A Good Chef delights his consumer with food that smells good, looks good, and tastes good! In Oishi, we abide by the principles of the?Good Chef:Clean equipment and good personal hygieneChoice ingredients and appealing presentationPrecise and standardized process for consistent qualityEfficient and not wastefulCleanliness and safety in the kitchenProductsListed below are Oishi's product catalog."Oishi Prawn Crackers" is one of Liwayway’s snack food products that enabled their company to establish itself as a major player in the Philippine snack food market.BeveragesGreat Lakes, Smart c, Fiber & Fruit, Sundays, Sun TeaCereals Honey Crimpies, Fruity Rings, Corn Flakes, Choco FlakesChicharonMarty’s Cracklin’, Baked Porky PoppCookies, Biscuits, and WafersWafu, Wheat Niks, Bread PanCorn SnacksShoops, Poppy Pop, Cheese Clubs, Cheez on Chips, Corn Ol’e, Korny Cones, OheyaCuckoo BagsWeeshee Bag, Cuckoo BagMilkOatiesPeanut ButterKrewersPopcorn and PeanutsPinattsu Peanut Cracker, PopcornPotato SnacksTube Cuts, Jabba, Potato Chips, Potato Crisps, Potato Fries, Ridges, Shoestring Potatoes, Crispy Patata, Marty’s Baconette Strips, Gourmet PicksSavory SnacksStick-A-Ling, Ribbed Cracklings, RinbeeSeafood SnacksFish Crackers, Kirei, Spicy Seafood Curls, Prawn CrackersSweet SnacksO-Puff, ZIGGS, Choco Lo, Pillows, Sponge Crunch, Choco PlungeVegetable SnacksVeggie Reggie, Pods, Boggyman, Onion RingsSELECTED BRAND:Oishi Choco ChugThe researchers chose Oishi Choco Chug as a subject of this paper because it is the first chocolate milk drink in the Philippines to have finely-ground oats as an ingredient. However, it is not known and only few are aware of this product, and despite having this competitive edge, there are already leading brands that dominate the industry. So the researchers thought that Oishi Choco Chug is perfect to be the topic of the paper since it needs more awareness that can be accomplished through a researched marketing planSELECTED BRAND EXTENSION:Oishi Dark Choco ChugOut of the three concepts that the researchers proposed, Oishi Dark Choco Chug won against Oishi Choco Chug Choco Banana and Oishi Choco Chug with Goat’s Milk because based on the result of the concept testing conducted in Metro Manila. Oishi Dark Choco Chug had the:highest mean score in believability, degree of liking and purchase intention.29 out of 60 respondents said it’s their top 1 concept which is the highest compared to the other two concepts.So the researchers came up with a decision to choose Oishi Dark Choco Chug as a brand extension.Economic Macro-Environment FactorsFactorImplicationEffect on ProductPer capita annual gross income expected to expand faster, rising by an average of 4.2 per annum in real terms.A possible increase in the consumer’s purchasing power and demandA possible boost in sales revenueConsumer expenditure in NCR forecasts to reach about 22.7% of country’s total by 2030 A possible increase in consumption from NCR populationIncrease business sales in NCR regionInflation in NCR moved at a slower pace at 0.2% in August Possible increase in consumer’s demand and reduce manufacturing costsLower chance of price increase.Per capita annual gross incomeOver the forecast period of 2015-2030, the Philippines’ per capita annual gross income is expected to expand faster, rising by an average of 4.2% per annum in real terms. This will be backed by the country’s stable and robust economic growth that is forecast for the period, driven by strong domestic demand and higher investments. Hence, it creates higher purchasing power to the consumers and most likely to increase their demand affecting our product in a possible increase in revenue.Therefore, there will be a possible increase in the sales revenue due to increase in the consumer’s purchasing power and demand.Consumer Expenditure in NCRWith increasing percentage of consumer expenditures in the Metro, businesses can use this opportunity to capitalize on it.There is a possible increase in sales and consumption in the NCR Region.Inflation in NCRInflation in NCR moved at a slower pace at 0.2 percent in August. Last month, it was pegged at 0.8 percent and in August 2014, 4.4 percent. The downtrend was due to the annual decrease noted in the index of housing, water, electricity, gas and other fuels. Slowdowns in the annual growths were also seen in the indices of food and non-alcoholic beverages; clothing and footwear; transport; recreation and culture; and restaurant and miscellaneous goods and services.Due to lower pace of inflation, there is a little possibility that the price will raise, and there will a possibility of lower manufacturing costs since the price of raw materials will not increase.Political-Legal Macro-Environment FactorsFactorImplicationEffect on ProductDepartment of Education seeks to regulate the selling of junk food on schools.There might be change in the eating habits of the studentsStudents might patronized nutritional food products, thus increasing their salesThe forbidding of harmful drinks in school according to the Healthy Beverage Option Act of 2Stro This act will make more room for healthy beverages in brandsndsnteensssOur product are highly likely to be purchased in schoolsDepEd Regulation of Junk FoodCompanies are likely to improve the formulation of their products especially since the Department of Education seeks to regulate the selling of junk foods in schools. Though implementation is predicted to be weak, companies are expected to balance off any unfavorable impact of this regulation by creating fortified or healthy biscuits which could offset any potential decline in volume sales of sweet and savoury snacks. The introduction of new flavor variants or product formats, meanwhile, will remain prevalent for pastries, cakes, and ice cream. Small packaging or low volume sizes, on the other hand, will continually be used to improve the affordability especially of the standard brands. Promotion through social networking sites, meanwhile, will improve while tri-media advertisements will slowly give way as tablets and smartphones are becoming more accessible with the improved availability of low-priced gadgets.Therefore, students will have an access in healthy and nutritious product and there will be a possibility of patronizing the nutritional food products, and thus increasing the sales.Philippine Government Making Efforts in School to a Healthier LifestyleThe Philippine Government is making an effort for school canteen to lean more on healthier beverages in accordance to the Healthy Beverage Option Act of 2014. This Act aims to make the lifestyle of students healthier at school by prohibiting school canteen in selling unhealthy beverages like soft drinks and energy drinks. The Act will give parents peace of mind about the drinks that their sons and daughters are buying since they know that only healthy beverages are being sold in the school canteen and that they cannot monitor what their children are buying.Due to this Act, the impact on our product is positive by means of likely to be purchased in schools since our product promotes a healthy drink being a chocolate drink with a small percentage of dark chocolate in it.Socio-cultural Macro-Environment FactorsFactorImplicationEffect on ProductIncreasingly busy lifestyles continues to benefit packaged food in 2014Increase demand on to-go products with high nutritional value.Increase in salesImpulse and indulgence products grows by 6% to reach Php 132 billion in 2014.Habitual eating of impulse and indulgence products drives demand.Industries producing indulgence products might have an increase salesDemand for nutrition/staples is expected to be sustained over forecast periodConsumers continue to purchase nutrition/staplesConsumer demand will likely be sustainedFilipino consumers often buy products recommended by famous endorsers Use of famous personalities to advertiseIncrease cost of advertisementsIncrease in the demand of breakfast drinks With a busier lifestyle, consumers want an “on-the-go” drink that gives them a full stomach quicklyOur product will be appealing to them and thus will increase our salesIncreasingly busy lifestylesAlongside improving economic conditions, increasingly busy lifestyle influenced consumer purchasing decisions. With more people joining the workforce, on-the-go food in general is just one of the many things that consumers are increasingly able to afford. With less time for preparing, cooking, and even eating food, the convenience offered is appealing especially to the growing workforce.Therefore, since the product is convenient and ready – to – drink there is a high chance that there will be an increase in sales.Impulse and Indulgence ProductsDemand for impulse and indulgence products was sustained in 2014 with value growth of 6%. Despite being discretionary food item, consumers continued allot a proportion of their budget to impulse and indulgence products since it is customary for them to eat sweet and savory snack food during their break time. It makes relaxation time more pleasing as one nibbles on food that one enjoys or is rich in flavor which also helps one get by between their meals. Therefore, there will be a raise in sales since the product is an indulgence product.Demand for Nutrition/StaplesDemand for nutrition/staples is expected to be sustained over the forecast period(2014) despite the growing number of restaurants in urban areas. Consumers will continue to purchase nutrition/staples to ensure a steady supply of food in a household for instances when eating outside is inconvenient such as when there is a heavy downpour of rain. Furthermore, regular eating out is only likely among affluent consumers while regular households are expected to balance this out with the preparing of home cooked food to ensure that their expenses do not exceed their budget.Therefore, consumers will likely to continue to purchase nutrition/staple food. Hence, there will be a sustained demand for our innovated product.Marketing Campaigns Featuring CelebritiesManufacturers and retailers continued to use popular local celebrities to endorse their brands and products. Noting that Filipino consumers often buy products which are recommended by credible and famous endorsers, manufacturers invested in advertisements which featured local actors and actresses. These marketing campaigns made Filipinos feel more comfortable purchasing new products from both existing players and new entrants.Therefore, there will be a probability of using celebrities to advertise the product and thus, a higher advertising costs.Emergence of Breakfast DrinksWhat the consumers want nowadays are quick breakfast drinks that suits their busy life. A healthy breakfast drink that they can easily buy and drink anywhere they go. Our product can satisfy this demand because we offer a healthy drink in tetra pack with a small percentage of dark chocolate in it plus finely-ground oats that is perfect for making the stomach full quickly if you are in a hurry. Our product can also be drank anytime not only as a breakfast drink but as a snack too.Demographic Macro-Environment FactorsFactorImplicationEffect on ProductPhilippines is one of the countries with highest shares of 3-12 years old in emerging marketsChildren are increasingly recognized as independent consumer groupIncrease in sales from children consumptionUrban population will grow by 51.7% in 2012-2030 to reach nearly 72 million in 2030.Expected increase in food and beverages demand of the people living in the urbanPotential increase in the target market.Emerging MarketsThe share of 3-12 year-olds was highest in the emerging markets of the Philippines, South Africa, India, Venezuela and Mexico, at above 18% in all five countries. These markets are still witnessing relatively strong birth rates and youthful populations.Therefore, since our product’s target market include the tweens there will be continuous growth in children consumption and thus, a possibility of increase in sales.UrbanizationThe population in the Philippines was predominantly rural in 2012 with 49.1% of the population residing in urban areas. However, the urban population should overtake the rural population in 2016 and by 2030 the share of urban population should reach 56.3%. Thus, there will be potential increase in the target market meaning more demands and more profit by the company.Technological Macro-Environment FactorsFactorImplicationEffect on ProductMore and more companies are easing their way into milk products industryA need to develop a competitive advantage over other competitorsInnovation of products or differentiation of products offered.Adolescents are more into social media, spending most of their time in reading news and updating status.Use of social media as a tool for advertising productsProduct awareness and information provision will be easier and efficient.Increasing Competitors in the MarketDrinking milk products is one of the biggest categories in packaged food. Being mature poses several challenges, one of which is the decreasing prospects of attaining robust growth. One way companies address this is by fortifying milk with vitamins and/or minerals to ensure continued consumption among consumers. This holds true for products targeted at both children and adults. Although milk is known to naturally contain beneficial nutrients, the addition of vitamins and/or minerals provides consumers with more reasons to consume drinking milk products on a regular basis. This was among the factors that contributed to the category’s slightly faster value growth of 5% in 2015.Therefore, there should be a competitive edge the innovated product can offer for the company to continue to survive in the market.Growing use of social mediaSocial media use has also boomed in the Philippines, where there were 30 million Facebook users by 2013. Filipino Facebook users are very active, spending considerable amounts of time reading the news feed and posting status updates. According to , 40% of Facebook users in the Philippines are aged 18-24 years, and usage is fairly evenly split between males and females.Therefore, we should utilize the use of social media not only to advertise but also make sure that there is a positive image the brand has and also get useful information from the target market that can help to improve the product.2. The MarketSegment, size and needsLiwayway Marketing Corporation’s Oishi Choco Chug is part of the Drinking Milk product, a sub-segment of Dairy, which is under the Packaged Food Industry. Drinking Milk product in the Philippines has different categories which are Powder Milk, Milk Alternatives, Other Milk Alternatives, Flavoured Milk Drinks, Flavoured Milk Drinks with Fruit Juice, Milk, Fresh Milk, Shelf Stable Milk and Goat Milk. All these categories have various characteristics that serves their purpose depending on the needs of the consumers.Drinking Milk product has different categories that caters to the need of the consumers depending on their preference. If you are lactose intolerant, there are Milk Alternatives and Goat Milk that are available for your sensitive tummy. Powder Milk has always been a drink for kids especially in their formative and growing years. However, there are also powder milk available for young adults like Bear Brand Plus and even mature adults like Anlene to keep their bone strong and healthy.Table 4.1Market Size of Total Packaged FoodIndustry per SegmentYears 2014 and 2015Segment2014Growth2015Baby Food35,546.424.2%37,049.46Baked Goods38,935.635.0%40,894.35Biscuits and Snack Bars 29,427.319.4%32,197.22Breakfast Cereals4,332.907.1%4,641.28Confectionary33,462.674.9%35,287.28Dairy68,838.473.4%71,566.02Ice Cream and Frozen Desserts10,901.454.2%11,377.58Oils and Fats54,853.776.6%58,486.79Processed Fruit and Vegetables9,917.804.9%10,400.39Processed Meat and Seafood72,143.286.3%76,688.41Ready Meals3,718.148.0%4,014.34Rice, Pasta and Noodles36,612.287.4%39,313.48Sauces, Dressings and Condiments24,610.374.9%25,808.45Soup1,752.115.9%1,855.16Spreads3,825.192.9%3,937.45Sweet and Savory Snacks46,029.467.4%50,774.73Total Packaged Food474,907.24504,416.39Table 4.2Percentage Market Size of Total Packaged Food per SegmentYears 2014 and 2015Segment20142015Baby Food7.48%7.34%Baked Goods8.20%8.11%Biscuits and Snack Bars 6.20%6.53%Breakfast Cereals0.91%0.92%Confectionary7.05%7.00%Dairy14.50%14.19%Ice Cream and Frozen Desserts2.30%2.56%Oils and Fats11.55%11.59%Processed Fruit and Vegetables2.09%2.06%Processed Meat and Seafood15.19%15.20%Ready Meals0.78%1.02%Rice, Pasta and Noodles7.71%7.79%Sauces, Dressings and Condiments5.18%5.12%Soup0.37%0.37%Spreads0.81%0.78%Sweet and Savory Snacks9.69%10.07%Total Packaged Food100%100%Figure 4.1Market Size of Total Packaged FoodIndustry per SegmentYears 2015Table 4.1 shows the comparison of the market size per segment of the Packaged Good industry in 2014 and 2015. Biscuits and Snack Bars has the highest percentage of growth with a 9.4% increase of market size from 29,427.31 in 2014 to 32,197.22 in 2015. However the segment having the lowest growth rate is the Spread. And the segment with the biggest percentage of market size in 2014 as well as 2015, is the Processed Meat and Seafood segment with 15.19% in 2014 and 15.20% in 2015. While the Dairy segment, where our product belongs, has the second biggest percentage of market size both in 2014 and 2015. Although it is the second there is a slight decrease in the percentage of market size of the Dairy segment from 14.50% in 2014 and 14.19% in 2015. And the segment having the lowest market share is the soup segment with only 0.37% both in 2014 and 2015.Table 4.3Market Size of Dairy Milk ProductsSegmentYear 2014 and 2015Sub-Segment20142015Flavoured Milk Drinks 3,536.953,713.80- Dairy Only Flavoured Milk Drinks 3,536.953,713.80- Flavoured Milk Drinks with Fruit Juice --Milk 2,862.343,144.08- Cow's Milk 2,862.343,144.08-- Fresh Milk 49.6025.26-- Shelf Stable Milk 2,812.733,118.82- Goat Milk --Powder Milk 31,664.5832,614.52Milk Alternatives 1,322.971,346.79- Soy Drinks --- Soy Milk 1,322.971,346.79- Other Milk Alternatives --Total Drinking Milk Products 39,386.8440,819.19Figure 4.2Market Size of Dairy Industry SegmentYear 2015We classify Dairy Milk Products into different categories namely Powder Milk, Milk Alternatives, Other Milk Alternatives, Flavoured Milk Drinks, Flavoured Milk Drinks with Fruit Juice, Milk, Fresh Milk, Shelf Stable Milk and Goat Milk. The increase in Total Drinking Milk products, as shown in Table 4.3, is driven by the fact that Filipinos have a busy lifestyle because they are using drinking milk products as an alternative to a snack or energy drink. Powder Milk has the largest market share since this has the widest brand offerings catering to a broad range of age.B. Growth and TrendsTable 4.4Projected Market Size of Packaged Food IndustryYears 2016 and 2017Segment2016Growth2017Baby Food38,203.732.20%39,046.81Baked Goods41,626.231.81%42,379.82Biscuit, and Snack Bars33,717.584.10%35,101.01Breakfast Cereals4,807.803.90%4,995.13Confectionary36,131.672.03%36,865.57Dairy73,030.172.03%74,510.27Ice Cream and Frozen Desserts11,688.122.73%12,007.37Oils and Fats59,803.302.31%61,185.70Processed Fruit and Vegetables10,637.092.31%10,883.27Processed Meat and Seafood79,025.742.86%81,289.77Ready Meals4,209.654.97%4,418.93Rice, Pasta and Noodles40,709.783.33%42,067.74Sauces, Dressings and Condiments26,167.511.34%26,517.14Soup1,895.422.11%1,935.47Spreads3,949.650.70%3,977.39Sweet and Savory Snacks53,617.224.65%56,110.90Packaged Food519,220.65533,292.28Table 4.5Projected Market Size of Dairy SegmentYears 2016 and 2017Sub-Segment2016Growth2017Flavoured Milk Drinks 3,892.061.71%3,958.48- Dairy Only Flavoured Milk Drinks 3,892.061.71%3,958.48- Flavoured Milk Drinks with Fruit Juice ---Milk 3,482.907.12%3,730.90- Cow's Milk 3,482.907.12%3,730.90-- Fresh Milk 18.44(18.06%)15.11-- Shelf Stable Milk 3,464.467.25%3,715.79- Goat Milk ---Powder Milk 33,429.882.25%34,180.53Milk Alternatives 1,393.933.67%1,445.04- Soy Drinks ---- Soy Milk 1,393.933.67%1,445.04- Other Milk Alternatives ---Total Drinking Milk Products 42,198.762.65%43,314.95The researchers have identified the following trends in the Dairy segment, a sub - segment of Packaged Food Industry: There is a growing health consciousness among the Filipino consumers. The busy lifestyles in the country continues to increase, especially among urban dwellers, which led to increased consumption of drinking milk products as an alternative to a snack or an energy drink.All major brands in flavoured milk drinks in the Philippines can be stored at ambient temperatures. Inventory management for ambient flavoured milk drinks is also less challenging due to its longer shelf life.There is a negative growth of Fresh Milk. Grocery retailers outlets tend to offer a wider range of brand options in shelf stable milk compared to fresh milk. This results in the higher patronage of shelf stable milk, while fresh milk caters only to a niche audience. Ready - to - drink format is the most milk alternatives available in grocery retailers’ outlets in the country, with soy milk leading it.D. Industry ParticipantsThe top industry participants that are our main competitors, under Drinking Milk Products, are as follows:Nestle Philippines Inc.Magnolia Inc. (San Miguel Corporation)RFM CorporationAlaska Milk CorporationD. Market Shares% Retail Value RSPCompany NBO2013201420152016Chuckie (Nestlé SA)Nestlé Philippines Inc4.264.274.354.42Magnolia (San Miguel Corp) Magnolia Inc1.271.241.251.27Selecta RFM Corp1.181.141.211.26AlaskaAlaska Milk Corp----SubstituteSubstitute79.6179.8383.0985.97Others Others13.6613.5110.067.06Total Total100.00100.00100.00100.00The Nestlé Philippines Inc leads drinking milk products with a value share of 50% in 2016 and a Market share of 4.42%. This is partially due to the brand’s wide category of drinking milk products, such as dairy only flavoured milk drinks, powder milk and shelf stable milk. Nestle’s favourable position is also due to the brand’s reputation of providing high - quality products, sustained promotions, its use of various pack sizes, Chuckie started using 150ml pouches as a packaging format during the fourth quarte r of 2015, to improve affordability and the extensive distribution of its products and brands.E. ProfitabilityTable 4.7Net Profit MarginAs of 2014 and 2015Company (Brand)2014 Net Profit Margin2015 Net Profit MarginLiwayway Marketing Corp (Oishi)3.12%4.03%Nestle SA (Nestle)12.31%12.48%San Miguel Corp (Magnolia)5.10%5.90%Zesto Corp. (Zest-O)2.13%3.83%(Net Profit Margin indicated above are for the entire company)In 2014, Nestle SA (Nestle Chuckie) has the highest net profit margin with 12.31% and also in 2015 with the slight increase in the net profit margin- 12.48%. It is then followed by San Miguel Corp (Magnolia Chocolait) with 5.10 in 2014 and 5.90 in 2015. Then we have Liwayway Marketing Corp (Oishi) for the third place with 3.12% for 2014 and 4.03% 2015. Last is Zesto Corp. (Zest-O) with 2.13% net profit margin in 2014 and 3.83% in 2015. All companies have had increases in their net profit margin.F. SeasonalityThe peak seasons for drinking milk products are during summer period, which is under the months of March - early June. Wherein consumers look for something refreshing and cold to drink, as well as convenient for them. Ready - to - drink products is one of the well suited products for this kind of season.G. Competitor AnalysisTable 4.8Competitor AnalysisProductChocolate milk drinks in tetra paksChocolate milk drinks in tetra paksChocolate milk drinks in tetra paksTarget MarketMale and Female from SEC AB, C1, & C2Male and Female from SEC AB, C1, C2Male and Female from SEC C1, C2, DAge 6-35Age 6 - 35Age 6 - 35Positioning“Nestle Chuckie, my chocolatey buddy”-Nestle Chuckie positions itself as chocolate milk drink that you can have as baon or almost anywhere and anytime“Magnolia Chocolait, Fun that Nourishes”-Magnolia Chocolait focuses on the health benefits a child needed and thus are fortified with so many vitamins and minerals.“The Anytime Chocolate Milk Drink”-Zesto Choc-O can be drank hot or cold and you can drink it anytime of the day- breakfast, lunch, meryenda or even before bedtime.Features and BenefitsNestle Chuckie is sterilized, recombined and homogenized high grade chocolate flavored milk fortified with CALCI-N, for stronger bones.Magnolia Chocolait is packed with Taurine and Chlorella Growth Factor (CGF) plus other vitamins and Calcium, Vitamin D3, and Phosphorus for strong bones, B vitamins (B1, B2, B6, B12) to aid metabolism and boost appetite, Vitamin A for better eyesightZest - O Choc - O has vitamins A, C, Iron and CalciumPackagingYellow tetra pak with cartoonized cow skating on a wave of chocolateDisney packs featuring Mickey and friends, Cars, and Disney PrincessesTetra-pack and doy-pack with a cartoonized cow wearing a cowboy attireLabellingBlue and yellow colors that includes the nutritional facts,Different colors of different Disney characters including the nutritional facts, manufacturer’s details, manufacturing date and best before dateBlue, brown, green and yellow colors that has nutritional facts, contact details of the manufacturer, manufacturing date, and best before dateWholesale and Suggested retail prices110ml=Php10.00-15.00180ml-Php20.00-25.00Php250ml- Php30.00-35.00250ml-Php30.00-35.00250ml-Php25.00-30.00Product distributionSold in all leading supermarkets like SM Supermarket, grocery stores, drug stores etc., and convenience stores like seven-eleven and through online purchasingSold in all leading supermarkets, convenience stores, drugstores, etc. and online buyingSold in all leading supermarkets, convenience stores, drugstores, etc. and online buyingMerchandisingProducts are arranged by packaging type, product type and variants on the gondolas of Supermarket and shelves of convenience store.In, sari - sari stores, sample product is placed in front of the store while the actual product is placed in refrigerators.Products are arranged by packaging type, product type and variants on the gondolas of Supermarket and shelves of convenience store.In, sari - sari stores, sample product is placed in front of the store while the actual product is placed in refrigerators.Products are arranged by packaging type, product type and variants on the gondolas of Supermarket and shelves of convenience store.In, sari - sari stores, sample product is placed in front of the store while the actual product is placed in refrigerators.Marketing CommunicationsTV Commercials, pre - roll ads, radio, Billboards, blog sites, website, social media sites, product bundling, events, free product trials, and by word - of - and radio commercials, Billboards, media sites, blogs, websites, posters and by word - of - and radio commercials, Billboards, internet (social media sites, blogs, websites) pre - roll ads and by word - of - mouth.V. Brand Sales Performance Review1.Sales MixTable 5.1Product Sales Mix, 2015ItemPercentage Sales MixSweet and Savoury Snacks (Oishi)85%Breakfast Cereals (Choco Flakes)7%Drinking Milk Products (Oaties)5.64%Concentrates (Sundays)2.36%Total100%Figure 5.1Product Sales Mix, 2015 Oishi brand’s top sales are the products under the category Sweet and Savoury snacks with 85% which comprises the potato snacks, vegetable snacks, corn snacks, sweet snacks, seafood snacks, peanuts, etc., in which they are known for. The second top product category of Oishi is under the Breakfast Cereals, which are the Honey Crimpies, Fruity Rings, Corn Flakes and Choco Flakes Cereals with 7% of sales. While the drinking milk products category, where our product belongs, has 5.64 % of the sales of Liwayway Marketing Corporation for 2015. And lastly, the concentrates category under the soft drinks industry consists of the brand Sundays with only 2.36%. 2. Product Offering, Selling Prices and Product Description a. BeveragesTable 5.2Beverages ItemPrice (Php)DescriptionHi CoffeeAn instant coffee with variants like the original available in a 20g pack, Choco Coffee Mix, and Vanilla Caramel both available in a 22g pack.Great Lakes Juice250ml - Php20.001L - Php70.00An all - natural fruit juice made with finest fruits. Available in 250ml and 1L pack with 4 variations (Fruit and Vegetable Mix, Pure Pressed Apple, Red Grapes, Tropical Fruit Blend Fruit Mix)Smart C350ml - Php 20.00500ml - Php 23.75Contains natural fruit juices and has no artificial colors, preservatives, and flavors with 500mg of Vitamin C in every 500ml bottle which boosts the immune system Available in 350ml and 500ml with 5 variants (Calamansi Splash, Dalandan Burst, Lemon Squeeze, Orange Crush, Pomelo, Grapefruit)Fiber FruitPhp 20 - 25.00Convenient and refreshing drink that contains 5g of fiber in every 350ml bottle.Available in 350ml and 500ml with 3 different flavors (Apple, Grape and Peach)SundaysPhp10.00An instant powdered drink mix with 100% daily recommended Vitamin C. Available in 35,180 and 360 grams with 5 variants (Blends: Orange Mango, Mango, Melon, Orange and Pineapple)Sun TeaPhp8.00Instant Iced Tea Mix with Vitamin A, C, B2, B3, B6, B9 and E and with 100% daily recommended Vitamin C. Available in 35g with flavors Wild Strawberry and Zesty Lemon.B. CerealsItemPrice (Php)DescriptionHoney CrimpiesPhp70.00A healthy cereal loaded with vitamins A, C, D and B Complex available in 180 gFruity RingsPhp. 56.50A delicious breakfast meal. It has colorful rings cereal fortified with Vitamins A, C, D and B Complex available in 180g packCorn FlakesPhp70.00A corn cereal that is high in Iron and Vitamins A, D and B Complex available in 180 gChoco Flakes Cereal16.00A chocolate cereal that has Vitamins A, C, D, B Complex and Calcium available in 5g, 22g, 90g and 180g packsC. ChicharonItemPrice(Php)DescriptionMarty’s Cracklin’22g- Php 4.9590g- Php 16.50Vegetable Chicharon snack available in 22 and 90 grams with 4 variants (Chicken Inasal, Plain Salted, Salt and Vinegar, and Spicy Vinegar)Baked Porky Popps17g- Php 12.9534g- Php 24.50Fried pork chicharon snack made by lean pork skin baked with hot air jets, popped to biting perfection, made either be Hot and Spicy or seasoned with Classic Vinegar. One - third less fat than traditional fried pork chicharon. Available in 17 and 34 grams.D. Cookies, Biscuits and WafersItemPrice(Php)DescriptionWafu14g- Php4.0040g- PhpRolled wafer sticks with creamy filling either Cheddar Cheese, Chocolate or Leche Flan. Available in 14 and 40 grams.Wheat NiksPhp. 4.75Flavoured cookie snack available in Chocolate, Mocha and Vanilla Cream Flavors in a 28g pack.Bread PanPhp 8.00A Savory toasted bread that has different flavors like buttered toast, cheese and onion, toasted garlic and whole wheat cheddar. Available in 24 and 42 gram packs.E. Corn SnacksItemPrice(Php)DescriptionCrunchy KarlsPhp 5.00Corn Snack Cheese Flavor available in 25g.ShoopsPhp 4.75Corn Snack with twirly appearance in Cheese flavor 24g pack.Cheese ClubsPhp 5.00Cheese Flavored Corn snack available in 23g.Cheez on ChipsPhp 4.20A cheese flavored chips that comes in a 22g pack.Corn Ol’ePhp 4.20Rolled Corn Pops. Choice of corn is thinly rolled and cooked in hot oil for that light crispiness that’s unique. Available in 22g.OheyaPhp 8.60Multi - grained snack enriched with Vitamin A. Available in Barbecue, Cheese and French Onion Flavors in 20 or 40 grams pack.F. Cuckoo BagsItemPrice (Php)DescriptionWeeshee Bag64.00The Weeshee bag has a Yuletide theme packaging that is great as a Christmas gift. It contains 10 assorted snacks.Cuckoo Bag100.00The Cuckoo Bag is also in a Yuletide theme packaging but it contains 14 assorted snacks and a premium item in it- an Oishi collectible.G. MilkItemPrice (Php)DescriptionOaties250ml- Php 19.501L- Php 71.50A healthy ready-to-drink milk that is a good source of anti-oxidant, manganese and selenium, and contains beta-glucan that stabilizes blood sugar. It is also available in chocolate flavor and rocky road flavor in 110ml, 250ml and 1L packs.H. Popcorn and PeanutsItemPrice (Pesos)DescriptionMobsters7.5013.50It is a Chicago-style snack made with a mix of sweet caramel and savory cheese flavor.Pinattsu Peanut CrackerIt is a peanut snack that comes in garlic & salt and seaweed flavor. It is also available in 32g and 120gPopcorn13.50It is a ready made pre-packaged popcorn available in 60g and 36g for the Caramel flavor and only 60g for the Chocolate flavor.I.Potato SnacksItemPrice (Pesos)DescriptionTube CutsPhp 4.75A potato snack that has barbecue, cheese, and classic flavor. It comes in a 16g pack each flavor.JabbaPhp 4.75A baked potato snack that comes in two flavors- cheese and pizza. Both are available in a 20g pack.Potato Chips22g- Php 10.5060g- Php 24.50A crispy potato snack that have five different flavors- country barbecue, french onion, plain salted, sweet & spicy, and tomato.Potato Crisps18g- Php 5.5050g- Php 12.50A crunchy potato snack that is available in cheese, tomato, beef & chili, and creamy garlic flavor.Potato Fries21g- Php 4.9550g- Php 11.50A beer match snack that is not fried but instead baked that has variants like barbecue, cheese, plain salted and tomato ketchup. Available in 5g, 21g, and 50g packsRidges60g - Php 23.25A thin-sliced potato snack available in many flavors: barbecue, cheese, cheese and garlic, onion and garlic, and wasabi in pack sizes 22g and 60g.Shoestrings PotatoesPhp 4.50A thin-striped sliced potato snack available in chili ketchup, hickory barbecue and plain salted flavors in 20 gram packCrispy Patata5g- Php24g- Php 18.5090g- PhpBaked potato snack available in 5g, 24g and 90g packMarty’s Baconette Strips23g- Php 4.9535g- php 10.5090g- Php 19.50A bacon-flavored snack in thin strips available in 23, 35 and 90 gramsGourmet Picks30g- Php 18.50120g- Php 59.50A thin potato chips in a not so ordinary flavors like Kimchi, natural sea salt, and Wasabi and Nori available in 30 and 120gJ. Savory SnacksItemPrice (Pesos)DescriptionPanchos32g- Php 7.50A thin traditional-style tortillas chip snack available in barbecue, nacho cheese and taco in 32 gram packStick-A-LingPhp 14.59A snack similar to shingaling filipino snack that has plain salted and salt and vinegar flavor available in 60gRibbed Cracklings5g- Php24g- Php 50g- Php 11.50100g- Php A thick and square ribbed snack that has a classic flavor of salt and vinegar available in 5g, 24g, 50g and 100g packs RinbeePhp 4.75Cheese sticks snack available in 5 and 24 gramsK. Seafood SnacksItemPrice (Pesos)DescriptionFishdaPhp 16.25A fish cracker that has a similar taste with fish ball that comes in a 60g pack.Fish CrackersPhp 18.00A fish snack that has a hint of spicy and sour taste in it. It’s available in 5g, 24g, 90g packs.Kirei5g- Php20g- Php45g- Php 11.5060g- Php 18.50A shrimp flavored cracker that is fortified with Vitamin A and comes in 5g, 20g, 45g, 60g packs.Spicy Seafood CurlsPhp 4.75A spicy shrimp flavored snack. This one is in curls and available in a 24g pack. Prawn Crackers5g- Php 4.9524g- Php 11.5060g- Php 18.50100g- PhpA shrimp cracker that comes in the flavor of original, spicy, and sweet & extra hot. It is in packs of 5g, 24g, 60g, and 100g.L. Sweet SnacksItemPrice (Pesos)DescriptionO-puffPhp 10.00Cream filled marshmallows either chocolate or mango filling available in 84 grams pack.ZIGGS36g- Php 7.50100g- Php Chocolate coated granola clusters available in 100 and 36 grams.Choco LoSoft - bite choco filled crackers available in 30g pack.Pillows24g- Php 7.5038g- Php Flavor - filled crackers (chocolate or ube) enriched with Vitamin A. Available in 24g and 38g, Ube - flavor is also available in 150 g.Sponge Crunch120g - PHP 29.75Flavor - soaked snack (Cappuccino, Cheese and Chocolate). Cheese and Chocolate are available in resealable zip lock. Cappuccino is available in 30g while Cheese and Chocolate is available in 30 and 120 grams.Choco Plunge120g - PHP 33.00Choco coated corn flakes in a resealable zip lock packaging available in 30 and 120 grams.M. Vegetable SnacksItemPrice (Pesos)DescriptionPea PowPhp 5.00a hot and spicy garbanzo snack made from chickpeas, a well-known superfood available in 26g and 60 gVeggie ReggiePhp 7.50A potato crisps infused with malunggay in original flavor and barbecue flavor available in 18 gramsPodsPhp 10.00A pea snack, baked not fried, enriched with iron available in 28 and 60gBoogymanPhp 4.75A vegetable snack crunch in chicken flavor available in 5g and 24 gOnion RingsPhp 4.75Snack made with real onions in 5 and 16 grams pack.3. Distribution Network Figure 5.2OishiDistribution Network Diagram When Liwayway’s factory has finished manufacturing the product, it will now be brought to the warehouse before loading into the trucks and be delivered to different channel member’s branches everywhere like convenience stores, grocery stores, hypermarkets and supermarkets, and merchandisers. From these distributors, the product will now have an added value through the services outputs of the different types of retailers. So that, consumers who want to buy Oishi’s product can still find it in most retailers outlets nationwide.VI. BRAND FINANCIAL PERFORMANCE REVIEWA. Historical Income StatementsFigure 6.1Liwayway Marketing CorporationStatement of IncomeFor the Year Ended December 31, 2013RevenueP 4,601,058,598Cost of sales (3,557,685,347)Gross profitDistribution CostAdministrative ExpensesFinance CostOther incomeOther Expenses 1,043,373,251 (382,233,775) (245,668,423) (237,471,915) 68,550,224 (14,650,035)Profit Before Tax 231,899,327Income TaxCurrentDeferred (61,143,679) (7,920,063) (69,063,742)Net Profit P 162,835,585Figure 6.2Liwayway Marketing CorporationStatement of IncomeFor the Year Ended December 31, 2014 RevenueP 5,007,011,879Cost of sales (3,878,431,444)Gross profitDistribution CostAdministrative ExpensesFinance CostOther incomeOther Expenses 1,128,580,435 (408,572,502) (253,905,767) (249,605,873) 11,833,832 (5,483,992)Profit Before Tax 222,846,133Income TaxCurrentDeferred (69,795,455) (3,318,172) (66,477,283)Net Profit P 156,368,850Figure 6.3Liwayway Marketing CorporationStatement of IncomeFor the Year Ended December 31, 2015RevenueP 5,710,219,296Cost of sales (4,447,029,010)Gross profitDistribution CostAdministrative ExpensesFinance CostOther incomeOther Expenses 1,263,190,286 (463,243,507) (297,702,619) (238,600,110) 19,658,946 (5,933,325)Profit Before Tax 277,369,671Income TaxCurrentDeferred (98,752,703) 3,773,012 (94,979,691)Net Profit P 182,389,980B. Horizontal Analysis Figure 6.4Liwayway Marketing CorporationStatements of IncomeHorizontal AnalysisFor the Years Ended December 31, 2013, 2014 and 20152013-20142014-2015Revenue8.82%14.04%Cost of sales9.02%14.66%Gross profitDistribution CostAdministrative ExpensesFinance CostOther incomeOther Expenses8.17%6.89%3.35%5.11%(82.74%)(62.57%)11.93%13.38%17.25%(4.41%)66.12%9.29%Profit Before Tax(3.90%)24.47%Income TaxCurrentDeferred14.15%(12.95%)41.49%13.71% (3.75%)48.88%Net Profit3.97%16.64%C. Vertical AnalysisFigure 6.5Liwayway Marketing CorporationStatements of IncomeVertical AnalysisFor the Years Ended December 31, 2013, 2014 and 2015201320142015Revenue100%100%100%Cost of sales77.32%77.46%77.88%Gross profitDistribution CostAdministrative ExpensesFinance CostOther incomeOther Expenses22.68%8.31%5.43%5.16%1.49%0.32%22.54%8.16%5.07%4.99%0.24%0.11%22.12%8.11%5.21%4.18%0.34%0.10%Profit Before Tax5.04%4.45%4.86%Income TaxCurrentDeferred1.33%0.17%1.39%0.07%1.73%0.07% 1.50%11.33%1.66%Net Profit3.54%3.12%3.19%VII. Strengths, Weaknesses,Opportunities, and Threats A. STRENGTHSProduct First and only chocolate drink that have finely ground oatsOishi Choco Chug and all the products in the Oaties product line have the advantage of introducing a product that is different from the one currently in circulation in the market. Chocolate drinks in the Philippine market all has the same plain chocolate flavor but with Choco Chug, it has an added oats that is finely ground so when consumers drink it, it's as if there’s no oats added in there. Consumers can get as much fiber as 1 serving of oatmealThe usual chocolate milk drink only contains cow’s milk and chocolate. And with cow’s milk, it does not contain fiber, but with Oishi Choco Chug consumers can have fiber in their 250ml pack chocolate drink that is as much fiber as 1 serving of pany has a credible fame in terms of its industry Being a pioneer in the food industry, Oishi is an already established brand. Consequently, it is known to the market for producing excellent products to cater the needs and wants of its target market. And in return building a long-term relationship and creating trust with its consumers Company has a wide variety of product offeringsOishi offers more than 50 product offerings with its 14 product catalogs, from snacks to cereals to healthy beverages. Most of their product are available in various pack sizesOishi’s product offerings have different sizes that caters to different buying behaviors, if the consumers only want small packs or bulk packs then Oishi have many pack sizes available for them.Price High quality but affordable priceOishi is known to manufacture high quality products but with affordable prices. PlaceCompany’s distribution in retailing is strongCompany’s products are widely available in most of supermarkets and convenience stores in the Philippines and it’s savoury snacks are available in sari - sari stores.PromotionUses popular artists for promoting their productFilipino consumers often buy products which are recommended by credible and famous endorsers, manufacturers invested in advertisements which featured local actors and actresses. These marketing campaigns made Filipinos feel more comfortable purchasing new products from both existing players and new entrants.Fun and unique way in promoting their product in social mediaOishi advertise their product in a unique way wherein they make a very short comic strip with their product as characters with an unpredictable twist in the end that gains the attention of their market. B. WEAKNESSESProductOnce opened, you have to consume all of itDrinks available in tetrapak have to be consumed once it’s been opened due to the fact that once milk has been exposed to air and shifting temperature, milk will be exposed to bacteria which can grow. Weight of the tetra is heavy making it hard to carryAccording to the survey conducted, some of the respondents claimed that tetrapak is heavy, leading them to buy only few pieces, sometimes only one piece. PricePrice compared to the leading brandSince the Oishi Choco Chug is not known to the and has a low brand awareness, when people saw the price of the product they tend to compared it with the competitor brand and since there’s not much difference between them, consumers are more likely to buy the product they are aware. PlaceNot available in sari - sari storeTheir new released products are only available in supermarkets and some convenience store wherein most of their competitors are also available in sari - sari stores which is the second most place where buyers buy the product.Hard to locate in supermarkets (not inside the freezer shelf)Oaties Choco Chug is located in a non - freezer shelves in supermarkets while their competitors are aligned in freezer shelves which is where drinking products should be for easy and convenient way for customers to locate the product. PromotionLack of appearance on televisionAccording to the UAI study, only few consumers saw the Oishi Choco Chug’s television promotion, wherein it is the platform where most of the consumers become aware of the product. C. OPPORTUNITIESProductConsumers being health consciousAs more consumers shifting into having healthy lifestyle, there is a likelihood to expand the target market or to make them as a secondary target market of the company’s brand. Since the Oishi Choco Chug is a healthy drinking milk product there will be a high chance that the consumers will consider buying it. Today’s generation are now fast – pacedWith the busy lifestyles of this generation, products that are convenient, handy, and healthy or the “to-go” products have a high chance to be appealing to the market. · Increasing market size The Philippines is one of the countries wherein the share of 3-12 year - olds are the highest. Also Philippines has shown a continuous growth in birth rates and youthful populations.PlaceContinued Growth in Retailing According to research, the continued improvement in the country’s economy makes boost in the businesses under retailing. Retailing has a great impact, because it offers products that are essential to the consumers. The continued growth of the channel further pushed retailers to develop their current product portfolios in order to answer the growing and evolving needs of Filipino consumers regarding food, beauty and personal care, and home care. Grocery retailers has the largest value shareGrocery retailers maintained its lead with 99% of value share in 2015. Other grocery retailers, is accounted as the most preferred channel with 45% of value share with the highest proportion coming from sari-sari store. - Sweets and Savoury Snacks in the Philippines (Nov.27, 2015)PromotionTrade Shows and EventsThe brand will have an interactive marketing promotions through making their own events or tradeshows where people find it fun and exciting.Event SponsorshipsSince the brand has a low brand awareness, they can be a sponsor through events especially in schools and universities where the most of their target market are. D. THREATSProduct Many other large and small companies enter into drinking products.Because it is fairly easy to go in and out of the beverage industry, more and more companies are easing their way into the industry and can increase competition and decrease the market shares and profit of a company. Emergence of Soya drink productsMany of the respondents prefer to purchase chocolate drinks with soya, such as Vita milk, Hershey's, etc. which for them has more nutritional value. Threat of SubstitutesIt is a threat since there are many existing products in the market that can be used as a substitute. Especially because the beverage industry is very broad. PriceProducts with much lower pricesThere’s still a relevant number of consumers which are price sensitive. There is a tendency that they will buy a product with much lower prices than the Oishi Choco Chug. PlaceWide distribution system of competitors There is a wide distribution system of competitors. Competing brand are available in almost all kinds of retailers especially in those where Oishi Choco Chug is not available. PromotionConsumers being knowledgeableConsumers today are not easy to make them believe of what is being said in the advertising or any kind of promotions. They need a sufficient evidence and proof to make them try the brand that is being advertise.VIII. SWOT MATRIXTable 8.1SWOT Matrix StrengthsWeaknessesOpportunitiesThreats ProductFirst and only chocolate drink that have finely ground oatsCan get as much fiber as 1 serving of oatmealCompany has a credible fame in terms of its industry Company has a wide variety of product offerings Most of their product are available in various pack sizesOnce opened, you have to consume all of itWeight of the tetra is heavy making it hard to carry Consumers being health consciousToday’s generation are now fast – pacedIncreasing market size Many other large and small companies enter into drinking products.Emergence of Soya drink productsThreat of Substitutes PriceHigh quality but affordable priceCompany’s distribution in retailing is strongProducts with much lower prices Place Company’s distribution in retailing is strongNot available in sari - sari storeHard to locate in supermarkets (not inside the freezer shelf)Continued Growth in RetailingGrocery retailers has the largest value shareWide distribution system of competitors PromotionUses popular artists for promoting their productFun and unique way in promoting their product in social mediaLack of appearance on televisionTrade Shows and EventsEvent SponsorshipsConsumers being knowledgeable IX. KEY SUCCESS FACTORS The factors that greatly contributed to the success of Oishi brand are the following:Filipino heritage brandOishi has been in the industry for more than sixty (60) years and is one of the outstanding businesses and pioneers in terms of snacks in the Philippines. Through the years, Oishi has established the trust of the consumers because of its quality and delicious products. They continue to expand and grow their product offerings and the brand in Asia. Quality ProductsOne of the factors that the Oishi is most proud of is their high quality products may it be drinks or snacks. Quality products are one the product attributes that consumers are looking for in a product. People behind their brand make sure that the products are made high quality and the taste caters to that of their market. Innovative Product VariationOishi does not stop in innovating in their products. Through the years, they continue to expand and make creative and innovative products that consumers will not likely find at the other competitors.Affordable PricesThe brand is known for having prices that slightly on the lower end of the price spectrum. It targets the mass consumers and SEC D, & E and sometimes C2. Furthermore, the company, however, is not expected to have premium priced products in the future.X. MARKETING OBJECTIVESWith the implementation of the proposed marketing plan, Oishi will achieve the following strategic and operational results for Oishi Dark Choco Chug:Improve our product awareness from 20% to 40%.Increase the sales of the SKU from .06% to 1% of the total revenue of Liwayway Marketing Corporation.Adopt intensive distribution of our product so it can reach our target market.TOMEncourage trial and purchaseXI. TOWS MATRIXTable 11.1TOWS MatrixINTERNALEXTERNALSTRENGTHSFirst and only chocolate drink that have finely ground oatsCan get as much fiber as 1 serving of oatmealCompany has a credible fame in terms of its industry Company has a wide variety of product offerings Most of their product are available in various pack sizesHigh quality but affordable priceCompany’s distribution in retailing is strongUses popular artists for promoting their productFun and unique way in promoting their product in social mediaWEAKNESSESOnce opened, you have to consume all of itWeight of the tetra is heavy making it hard to carryCompany’s distribution in retailing is strongNot available in sari - sari storeHard to locate in supermarkets (not inside the freezer shelf)Lack of appearance on televisionOPPORTUNITIES Consumers being health consciousToday’s generation are now fast - pacedIncreasing market sizeContinued Growth in RetailingGrocery retailers has the largest value shareTrade Shows and EventsEvent SponsorshipsSOMARKET PENETRATIONAGGRESSIVE PROMOTION(S1, S2, S3, S6, S8, S9, O1,O2,O3,O6,O7)PRODUCT DEVELOPMENTNEW CHOCO CHUG VARIANT(S1, S2, O1, O2,O3)WOMARKET PENETRATIONEXPAND DISTRIBUTION(W4, W5, O3,O4,O5)MARKET PENETRATIONAGGRESSIVE PROMOTION(W5, W6, O3, O6, O7)THREATS Many other large and small companies enter into drinking products.Emergence of Soya drink productsThreat of SubstitutesProducts with much lower pricesWide distribution system of competitorsConsumers being knowledgeableSTMARKET PENETRATIONAGGRESSIVE PROMOTION( S8, S9, T1, T2, T3, T4)WTPRODUCT DEVELOPMENTADDITIONAL VARIANT(W1, T1, T2, T3)MARKET DEVELOPMENTENTER NEW MARKET(W1, W2, T3, T6)MARKET PENETRATIONEXPAND DISTRIBUTION(W4, W5, T1, T3, T5) XII. MARKETING STRATEGIES1. Core StrategiesA. Primary target market Gender : Male and femaleAge : 8 - 19 years oldIncome Class : C2 and DRegion : National Capital RegionOccupation: Elementary and high school students, tweenagers, teenagersPsychology: Tweens and Teens that love chocolate and flavored milk drinks (Personality attribute) and are also health - conscious (Lifestyle).B. Secondary target market Gender : Male and femaleAge : 36-55 years oldIncome Class : C2 and DRegion : National Capital RegionOccupation : Middles aged- adults, working professionals,, parents and late lifersPsychology: Middle aged adults that are health - conscious individuals. They want beverages that can give them more nutrients than the other beverages can give them (Lifestyle).They also prefer flavored milk drinks than the regular white milk. (Personality attribute).C. Positioning“Sooooooooo Chocomazing!!!”Oishi has always been seen as a brand that offers savory snack or in lay man’s term “junk food” but with their new product extension, Oishi Oaties milk, Oishi proved that they can offer healthy beverages too starting with Smart C and Fiber Fruit. Oishi Oaties Milk offers different variants like Oishi Choco Chug and their latest flavor, Rocky Road.However, the researchers are proposing a new positioning statement that will be appropriate to the new product innovation. The suggested positioning statement is “It’s a Chocohealthy Dark, not Bitter Dark!” This positioning statement shows that the innovated product is a Dark Chocolate flavoured milk drink, and unlike the common notion of the “dark chocolate” the innovated product is not bitter but has a chocolatey taste and most especially it’s healthy.2. Other strategiesProduct Strategy No. 1: Product Development“Innovated a new variant of chocolate milk drink”On the last quarter of 2013, Oishi ventured into RTD milk drinks in tetra-pak available in 250ml and 1L with variations of chocolate and their latest flavor, Rocky Road. This RTD milk drink is not your ordinary healthy drink because Oishi Choco Chug is the first in the Philippines to have a finely-ground oats in it making it tastier, healthier and creamier.However, based on UAI results, consumers think of chocolate milk drinks as too sweet for their kids and that the sugar level of it is too much becoming unhealthy for them. So the researchers proposed a new product innovation, Oishi Dark Choco Chug.Oishi Dark Choco Chug contains a fair amount of dark chocolate in it just to balance out the sweetness of the regular chocolate milk drink. In the positioning statement, the researchers are making it clear that Oishi Dark Choco Chug is not bitter-tasting despite having dark chocolate in it but instead just the right amount of sweetness but fortified with nutrients coming from dark chocolate ingredient. Unlike, other competing brands of the same industry, only Oishi Choco Chug has finely-ground oats in it and is therefore, another advantage for our brand. Distribution and Promotion Strategy No. 1: Availability of the Product in Sari - sari stores, Grocery stores and some other convenience stores.Since the product is only available in supermarket, few convenience store (7-11 convenience store) and some school canteens, the researchers proposed to expand the product’s distribution, penetrating the market with the wide distribution of the product making it available in sari - sari and grocery stores, and other convenience stores like Mini Stop, Lawson, Family Mart, etc. According to research, the continued improvement in the country’s economy makes boost in the businesses under retailing. Retailing has a great impact, because it offers products that are essential to the consumers. The continued growth of the channel further pushed retailers to develop their current product portfolios in order to answer the growing and evolving needs of Filipino consumers regarding food, beauty and personal care, and home care. Grocery retailers maintained its lead with 99% of value share in 2015. Other grocery retailers, is accounted as the most preferred channel with 45% of value share with the highest proportion coming from sari-sari store. - Sweets and Savoury Snacks in the Philippines (Nov.27, 2015)Promotion Strategy No. 2: Increasing marketing activitiesOishi’s past advertisements are always focused on their savory snack where they are most known for but when Oishi Choco Chug was launched, there are already so many established competitors in the market. So Oishi Choco Chug is the “underdog” in the industry, as the result in our UAI showed having only 20% level of awareness but with the different promotional strategies that the researchers proposed, the new innovated product will be more exposed to the eyes of the consumers that will increase the awareness and when effective will also trigger trial purchase. The promotional strategies will also institute family values and enjoyment that the consumers will love and will be different compared to the competitors.3. Integrated Marketing Communications Plan A. Oishi Dark Choco Chug 1. Target marketPrimary Target MarketDemographicThe target market of the advertisements will primarily be tweens and teens ages 8 to 19 years old, male and female, with social-economic classes C2, and D.GeographicThe advertising and promotion will focus on the tweens and teens who are residing in the highly urbanized areas of the Philippines, particularly Metro Manila. This strategy targets those places where people are generally exposed and responsive to marketing programs.PsychographicTweens and Teens (ages 8 to 19)The product caters to the tweens and teens who love the chocolatey taste of their chocolate milk beverage and they are most likely to try new flavors of chocolate drinks (Personality Attribute). Also, they are into consuming healthy products. (Lifestyle)BehavioristicThese are the tweens and teens who usually consume a 250 ml chocolate drink in tetra pak as a snack or “baon” in school. (Volume Usage)Secondary Target MarketDemographicThe secondary target market will be the young adults ages 20-35, under social-economic classes C2 and, D.GeographicThe advertising and promotion will focus on the young adults who are residing in the highly urbanized areas of the Philippines, particularly Metro Manila. This strategy targets those places where people are generally exposed and responsive to marketing programs.PsychographicYoung Adults: Bystanders (ages 20 to 35)The young adults are the secondary target market especially the bystanders since their personality is being fashionable and having low income. And having a healthy lifestyle is in trend right now so there is a high possibility that they are also practicing that lifestyle. In addition, Oishi Choco Chug has a price that is affordable for them if they want a healthy chocolate drink.B. Proposed positioning1. Choice of positioningDark Chocolate has always been known as a healthier option of chocolate rather than your average chocolate. It has more nutritional benefits to our body. It has a generous amount of fiber and has less content of sugar compared to the regular chocolates. It is also a good source of antioxidants. Plus, it improves our brain functions. However, dark chocolate might be healthier than the regular chocolate but it is also bitter in taste. This is because of the higher content in cocoa and lesser content in sugar making it taste bitter.2. Proposed positioning statementOishi Dark Choco Chug is positioned as a healthy dark chocolate milk drink with finely-ground oats and a small percentage of dark chocolate in its ingredient. However, dark chocolate is also known to be bitter in taste and only adult people consumes it. That’s why we wanted to position Oishi Dark Choco Chug as a dark chocolate milk drink that offers healthier flavoured milk drink but not bitter in taste that the younger consumers can enjoy. It has the benefits of a dark chocolate but the taste is chocolatey and healthy. The suggested positioning statement is “It’s a Chocohealthy Dark, not Bitter Dark!” This positioning statement shows that the innovated product is a Dark Chocolate flavoured milk drink, and unlike the common notion of the “dark chocolate” the innovated product is not bitter but has a chocolatey taste and most especially it’s healthy.C. Marketing communications objectives for the year of the proposed product/ brand extension (introduction stage and the beginning of its growth stage)Improve our product awareness from 20% to 40%.Increase the sales of the SKU from .06% to 1% of the total revenue of Liwayway Marketing Corporation.Encourage trial and purchaseA. AwarenessReachThe researchers intend to achieve 40% awareness using promotional strategies. For the reach to be achieved, they created different promotional strategies which will also encourage the awareness of individuals to buy the product. The first media they utilize is transit media mainly buses and trains. Another promotional strategy is the use of visual media like billboards. Furthermore, the researchers will employ social media. According to telehealth.ph, the Philippines is one of the active internet users’ especially social media. A growing number of internet users are mostly the tweens and teens that are covered in the target market of the product.Lastly, the interactive marketing collateral called the dark slide will increase the awareness because the venue will be on parks and schools to reach the primary and secondary target market.FrequencyWith regards to the transit media, its duration will be on the month of January to March, and June to August. The reason is that these are the months where students will be going back to school and the start of the year. For the visual media like billboards, it will start on the whole month of December to January because the families of our target market are out driving and commuting to do their Christmas shopping for the Yuletide season. Regarding the social media, Facebook promotions will be conducted on the month of August to September. For twitter, it will be done on the month of October. And for Instagram, it will be for the month of November. Lastly, for the interactive marketing collateral, It will be held during March since summer season is already approaching and while there are still classes in schools, it will be a perfect event for kids to enjoy.B. Trial rateForty two percent of the respondents answered that they would definitely purchase the product when presented to them. Moreover, there were 57 percent of the respondents said that they would probably buy the product. Overall, a total of 99 percent of the respondents are willing the product once it was made available. The purpose of the advertising is to introduce the new and innovated product- Oishi Choco Chug to its target market. This will be achieved by having a sales promotion, conducting a product sampling on selected public schools and one supermarket. The duration will be 2 months, a month for schools and a month for supermarket. However, for the supermarket, it will be on weekends only, and for the 10 schools, it will be two times in a month for every school. So for a week there would be 2 schools per week and 10 schools in a month. It will be on the month of August for schools since it is the Nutrition Month and in the month of September for the supermarket for continuity.3. Marketing communications budget for the first yearFor the first year, approximately four million pesos will be spent for marketing communications.4. Advertising planA. Historical brand advertisingLiwayway Marketing Corporation introduced their first ever snack foods- Oishi Prawn Crackers and Kirei Yummy Flakes through a 35 second commercial. The commercial shows some teens eating the Prawn Crackers and Kirei and some close ups of the products. At the end of the commercial is their tagline, “The munching never stops”.In 1990, they ventured into instant noodles and the ad campaigns for the instant noodles gave birth to the famous hand gesture together with the Japanese word, “oishi” meaning delicious.B. Historical choice of mediaOishi’s television commercials feature its target market, the tweens and teens eating Oishi snacks. Aside from TVCs, they are also active on their social media sites like Facebook, Twitter and Instagram, and their website informing their target audience about the new offerings of the brand and some quirky pictures including their products and some catchy sentences or phrases. Also, they share the posts of some of their followers regarding their brand.In addition, there is an annual snacktacular. It is an event held in selected malls in Metro Manila like Trinoma. It is an avenue to promote their new products and to remind for their old products. It is attended by their ambassadors like famous local celebrities advertise their products.C. Proposed advertising strategyThe advertising strategy will be able to successfully reach the target market by using various integrated marketing campaigns to communicate to the consumers the benefits of the Oishi Dark Choco Chug highlighting convenience, and nutritional benefits. It will be positioned as a healthy, to-go chocolate drink that is perfect to the tweens and teens compared to the existing ones because it is made by dark chocolate and finely ground oats.D. Proposed Advertising AppealsThe importance of the Brand Engagement is for the consumer to highlight the value of family bonding. With our interactive marketing collateral, families can enjoy being together which is important in the Filipino culture. Promoting our innovated product through brand engagement will not only benefit the company but the consumers as well because they are having fun and enjoying family bonding.F. Proposed IMC activities and budgets Table 12.1IMC Activities and BudgetsComputationBudgetPercentageBrand ActivationInteractive Marketing CollateralSlide1 x 50, 000Php 50,0001.45Shower6 x 3,499Php 20,9940.06Mud50 x 2, 250Php 122, 5003.54Shipping Fee150 x 125Php 18,750Social Media AdvertisingFacebook100,000 impressionsPhp 240, 0006.94Twitter100,000 impressionsPhp 240, 0006.94Instagram100,000 impressionsPhp 240, 0006.94Product SamplingRent225, 000Php 225, 0006.50Booth3 x 2,480Php7,4400.02Mini-cups1 order (450pcs) x 24Php 11, 3720.03Oishi Dark Choco Chug 1L1,500 x 68Php 102,0002.95Traditional AdvertisingBillboard2 x 650,000Php 1,300,00037.57Bus Wraps6 x 47, 000Php 282,0008.15Train Wraps4 x 150,000Php 600,00017.34TotalPhp 3,460,056100.00G. CostingsTable 12.2IMC Collateral CostingsCollateralParticularsSupplierQuantityUnit CostTotal CostMudExfoliating mudMoor Mud50 packsPhp 2,250/packPhp 122, 500Shipping FeeStandard shippingAmazon150 lbPhp 125/lbPhp 18,750Big SlideBig Inflatable Pool SlideHN JoyToys1pcPhp50,000/pc.Php 50,000ShowerOutdoor showerGardenline Wicker6 pcs.Php3,499/pcPhp 20,994Sampling booth80cm x 40cm x 180cmStarmark3 pcs.2,480/pc.Php 7,440Dark Choco Chug Sample1Litre Dark Choco ChugLiwayway Marketing Corp.1,500 pcs.P68.00/pc.Php102,000RentPhp 225, 000Mini-cups5oz paper cupsDixie Cold Cups24 ordersPhp 474/ orderPhp11, 372Billboard50ft by 30 ftAdstrat Inc.2pc650,000/pc Php 1,300,000Bus Wraps2.5m by 3.2mAdstrat Inc.6sets47,000/setPhp 282,000Train Wraps6,500 sq/ftAdstrat Inc.4 sets150,000/set.Php 600,000TotalPhp 2,385,809Table 12.3IMC Advertising CostingsMediumDurationCost/MonthTotal CostFacebook100,000 impressionPhp 240, 000Php 240, 000Instagram100,000 impressionPhp 240, 000Php 240, 000Twitter100,000 impressionPhp 240, 000Php 240, 000TotalPhp 720,000Table 12.4Summary of IMC ExpensesItemTotal CostCollateral expensesPhp 2,385,809Advertising expensesPhp 720,000TotalPhp 3,460,056H. Proposed marketing communication activitiesStrategicBrand EngagementDuring the month of March, where classes haven’t yet ended and the summer is approaching we will set up our brand engagement activity in school and parks. We will have a whole day activity where the whole family can enjoy. In school, students can invite their family to play.We will set up the big inflatable pool slide, however instead of water we will use exfoliating mud, which is good for the skin and has the same color of the chocolate. Kids and their parents can play and have fun with the mudslide promoting family bonding with Oishi Dark Choco Chug.There are also installed showers wherein they can take a bath after playing with the mud slide.To add up to our brand engagement activity, they can also take photos of the event and post it online with the hashtag #OishiOWow through this, we can increase awareness and also encourage the consumers to try our innovated product2. Social Media AdvertisingInternet sites: Facebook, Twitter, and InstagramTweenagersAbout 47% of those who are online are active on their social media accounts. It would be a great tool to be use for increasing the brand awareness and engagement with the consumer.Facebook, Twitter and InstagramThe official social media sites of Oishi will be utilized instead of making a separate account for Oishi Dark Choco Chug to cut costs for the social media manager. A social media contest will be announced in all social media accounts of Oishi. The mechanics will be; everyone will be encouraged to post a photo of them with Oishi Dark Choco Chug in their most creative way using the hashtag #GrabaChugofDarkChocoChug. Anyone can participate in the contest by just posting their creative photo with the requirements of the said hashtag and by tagging Oishi in the picture. The winners’ photos will be posted in all of the official social media accounts of Oishi. This contest will not only promote the new product innovated but instead it will also encourage the target audiences to buy and try and the product.Furthermore, to strengthen the awareness and of the product Dark Choco Chug, a sponsored ad will appear as to Facebook, Twitter, and Instagram. The ads will appear regardless the target audience is using laptop/PC or smartphone. Once the ad is clicked, they will be redirected to the social media accounts of Oishi.25527012573033889952679701606552679701847850977903. School and Supermarket SamplingTo further encourage the consumers to try and taste Oishi Dark Choco Chug, we will be conducting a product sampling on selected public schools and one supermarket. We will be using 1,500 pieces of 1L packs of Dark Choco Chug but we will be pouring it on small cups. There would be an approximate of 7 cups per Liter so a total of 10,500 small cups of Dark Choco Chug will be distributed. For schools, they would have 5,250 small cups and for the supermarket, 5,250 small cups. The duration will be 2 months, a month for schools and a month for supermarket. However, for the supermarket, it will be on weekends only, and for the 10 schools, it will be two times in a month for every schools. So for a week there would be 2 schools per week and 10 schools in a month. It will be on the month of August for schools since it is the Nutrition Month and in the month of September for the supermarket for continuity.Portable BoothOther Visuals82550102552529787853708402184400431165This marketing communications plan promises a return on marketing investment (ROMI) of 7.25% on projected sales equivalent to P11,388,992.2XIII. ACTION PLANSProduct Strategy No. 1: Product DevelopmentAction Plan No. 1: Conceptualize new productTable 13.1ActivityTimetableResponsibilityBudgetEstablish the objectives of the product development1 dayMarketing TeamCreate a strategy aligned to the objectives1 dayMarketing ManagerPropose the strategies to the Marketing Head1 dayMarketing TeamUpon approval, set up a meeting with the R&D Team for consultation1 dayMarketing TeamThe R&D team will conduct their research about the conceptualized product1 weekR&D TeamUpon confirmation, make an approval letter to Operations Department for the technicality of the conceptualized product2 daysMarketing AssistantUpon approval of Operations Department, request approval from company President3 daysMarketing ManagerPlan for the packaging of Dark Choco Chug3 daysMarketing DepartmentPrepare market list and equipment list needed for development of new product line2 daysR&D AssistantFinalize market list and equipment list needed1 dayR&D AssistantCoordinate with Purchaser regarding supplier pricing2 daysR&D AssistantOrder market list and equipment list needed1 dayPurchaserReceive raw products delivered according to the right product specifications based on developed formula1 weekLogistics AssistantReceive equipment delivered according to the right equipment specifications based of description made1 weekLogistics AssistantApproval of the received raw materials and equipments1 dayLogistics AssistantAction Plan No. 2: Develop and launch new variantTable 13.2ActivityTimetableResponsibilityBudgetSet meeting with the conceptualization team to talk about the development of the product1 dayMarketing ManagerCheck the nutrients and benefits of the new product2 daysR&D TeamConclude the new variant’s benefits and features1 dayR&D TeamDevelop the new variant of Oishi Choco Chug1 weekR&D TeamBeverage taste testing and gathering of results1 dayR&D TeamRevising of the developed variant instructed by the Marketing Team and Operations Team3 daysR&D ManagerFinalize the develop product1 dayMarketing ManagerBeverage tasting and result auditing by the company President1 dayMarketing ManagerCompute cost and selling prices of new variant3 daysFinance AssistantRequest approval from top management, whether to continue the new product developed or not5 daysMarketing ManagerUpon approval, set launching date of the product1 dayMarketing TeamDesign of product packaging and label1 dayGraphic ArtistRequest approval of packaging and label from top management3 daysMarketing ManagerUpon approval, send the final approval to the company President3 daysMarketing ManagerCoordinate with the Purchasing Department and order raw products and other materials needed1 dayMarketing AssistantOrient the sales representatives about the use, features and benefits of the new product.1 weekTraining TeamLaunch new product developed1 dayMarketing ManagerDistribution Strategy No. 1: Market PenetrationAction Plan No. 1: Availability of the Product in the School CanteensTable 13.3ActivityTimetableResponsibilityBudgetList down objectives1 dayMarketing TeamMake a list of all potential school canteens that can be penetrated1 dayMarketing TeamFinalize all the needed information1 dayMarketing TeamHire sales representative1 weekHuman Resource ManagerSend letter proposal to top management3 daysMarketing ManagerUpon approval of the top management, set the date of the orientation1 dayHuman Resource AssistantSet the venue of the orientation1 dayHuman Resource AssistantConducting the orientation1 dayHuman Resource AssistantEvaluate sales force knowledge about the product1 dayMarketing ManagerMake a report about the progress and send to top management1 dayMarketing ManagerAssign and deploy sales force to their designated areas1 dayDistribution ManagerDistribution Strategy No. 2: Market PenetrationAction plan No. 1: Availability of the Product in Sari-Sari StoresTable 13.4ActivityTimetableResponsibilityBudgetList down objectives1 dayMarketing TeamMake a list of all potential sari-sari stores in NCR that can be penetrated1 dayMarketing TeamFinalize all the needed information1 dayMarketing TeamHire sales representative1 weekHuman Resource ManagerSend letter proposal to top management3 daysMarketing ManagerUpon approval of the top management, set the date of the orientation1 dayHuman Resource AssistantSet the venue of the orientation1 dayHuman Resource AssistantConducting the orientation1 dayHuman Resource AssistantEvaluate sales force knowledge about the product1 dayMarketing ManagerMake a report about the progress and send to top management1 dayMarketing ManagerAssign and deploy sales force to their designated areas1 dayDistribution ManagerDistribution Strategy No. 2: Market PenetrationAction plan No. 1: Availability of the Product in other Convenience StoresTable 13.5ActivityTimetableResponsibilityBudgetList down objectives1 dayMarketing TeamMake a list of all untapped convenience stores that can be penetrated1 dayMarketing TeamFinalize all the needed information1 dayMarketing TeamHire sales representative1 weekHuman Resource ManagerSend letter proposal to top management3 daysMarketing ManagerUpon approval of the top management, set the date of the orientation1 dayHuman Resource AssistantSet the venue of the orientation1 dayHuman Resource AssistantConducting the orientation1 dayHuman Resource AssistantEvaluate sales force knowledge about the product1 dayMarketing ManagerMake a report about the progress and send to top management1 dayMarketing ManagerAssign and deploy sales force to their designated areas1 dayDistribution ManagerPromotional Strategy No. 1: Market PenetrationAction plan No. 1: Aggressive Promotion through Traditional Billboards AdTable 13.6ActivityTimetableResponsibilityBudgetList down objectives1 dayMarketing TeamCanvass for potential billboard site2 daysMarketing TeamCreate multiple designs of the billboard ad3 daysGraphic ArtistPhp 16,560(1)Set a meeting with top management to choose the final design1 dayMarketing AssistantFinalize the design chosen in the meeting1 dayGraphic ArtistPhp 5,496(1)Create an approval letter to the president1 dayMarketing ManagerUpon approval, look for and select an ad agency2 daysMarketing TeamSend the design to the ad agency1 dayMarketing TeamSet a date and duration of the billboard ad of when to be posted1 dayMarketing ManagerFollow-up the ad agency for the update of the printing of the billboard design1 dayMarketing AssistantConfirm if the billboard is posted as planned1 dayMarketing TeamPromotional Strategy No. 1: Market PenetrationAction plan No. 1: Aggressive Promotion through Transit MediaTable 13.7ActivityTimetableResponsibilityBudgetList down objectives1 dayMarketing TeamUtilize the design used in Billboard Ad and adjust the size of the design according to the dimensions of full rear buses and full train wrap1 dayMarketing TeamCanvass for potential bus lines to be used1 dayMarketing TeamCreate an approval letter to the President1 dayMarketing ManagerUpon approval, look for and select an ad agency2 daysMarketing TeamSend the design to the ad agency1 dayMarketing TeamSet a date and duration of the transit ad of when to be posted1 dayMarketing ManagerFollow-up the ad agency for the update of the printing and posting the wraps1 dayMarketing AssistantConfirm if the transit wraps is posted as planned1 dayMarketing TeamPromotional Strategy No. 1: Market PenetrationAction plan No. 1: Aggressive Promotion through New MediaTable 13.8ActivityTimetableResponsibilityBudgetList down objectives1 dayMarketing TeamConceptualize a promotional strategy aligned to the objectives using the social media as the medium1 dayMarketing TeamCreate mechanics for the conceptualize strategy1 dayMarketing TeamSet up a meeting with the top management for the approval of conceptualize strategy1 dayMarketing TeamFinalize the overall framework of the promotional strategy specified in the meeting1 dayMarketing AssistantSend a letter of approval to President2 daysMarketing ManagerUpon approval, set up a meeting with the Public Relations Team about the promotional strategy1 dayMarketing TeamSet a date and duration of the promotional strategy1 dayMarketing ManagerPost the mechanics of the contest1 dayPublic Relations TeamAt the end of the contest, the PR Team will gather all the submitted entries1 dayPublic Relations TeamChoose the best candidates in the contest1 dayMarketing TeamPost the chosen winners1 dayPR TeamPromotional Strategy No. 1: Market PenetrationAction plan No. 1: Aggressive Promotion through Interactive Marketing CommunicationsTable 13.9ActivityTimetableResponsibilityBudgetMake a list of objectives1 dayMarketing TeamConceptualize a promotional strategy aligned to the objectives using the Interactive Marketing1 dayMarketing TeamCreate mechanics for the conceptualize strategy1 dayMarketing TeamSet up a meeting with the top management for the approval of conceptualize strategy including all potential venues1 dayMarketing TeamFinalize the overall framework of the promotional strategy specified in the meeting1 dayMarketing AssistantConfirm the availability of the final venue places specified in the meeting3 daysMarketing TeamList down all the materials needed for the Interactive Marketing1 dayMarketing TeamCoordinate with the Purchaser about the supplier of the materials1 dayMarketing AssistantSend a letter of approval to the Finance Team1 dayMarketing AssistantUpon approval, send a letter of approval to President2 daysMarketing ManagerUpon approval, coordinate with the Purchaser for the ordering of materials1 dayMarketing TeamReceiving and confirmation of the materials1 dayLogistics TeamSet a date and duration of the promotional strategy1 dayMarketing ManagerConduct the event8 daysMarketing TeamPromotional Strategy No. 1: Market PenetrationAction plan No. 1: Aggressive Promotion through Sales PromotionTable 13.10ActivityTimetableResponsibilityBudgetMake a list of objectives1 dayMarketing TeamConceptualize a promotional strategy aligned to the objectives using product sampling in Supermarkets1 dayMarketing TeamList down all the potential Supermarkets1 dayMarketing TeamSet up a meeting with the top management for the approval of conceptualize strategy1 dayMarketing TeamFinalize the overall framework of the promotional strategy specified in the meeting1 dayMarketing AssistantConfirm the availability of the final venue places specified in the meeting3 daysMarketing TeamList down all the materials needed for the Product Sampling1 dayMarketing TeamCoordinate with the Purchaser about the supplier of the materials1 dayMarketing AssistantSend a letter of approval to the Finance Team1 dayMarketing AssistantUpon approval, send a letter of approval to President2 daysMarketing ManagerUpon approval, coordinate with the Purchaser for the ordering of materials1 dayMarketing TeamReceiving and confirmation of the materials1 dayLogistics TeamHire merchandisers for the product sampling3 daysHuman Resource AssistantPhp 12,000(1)Orient the merchandiser about the product sampling1 dayHuman Resource TeamSet a date and duration of the promotional strategy1 dayMarketing ManagerConduct the product sampling2 monthsMarketing TeamXIV. MARKETING BUDGETTable 14.1Marketing Budget, Year 2017ItemAmountPercentageIMC Expense Php 3,460,056 84.91Professional Fees(1) 16,560 0.41Reserve for Contingency 598,267.68 14.68Total P4,074,883.68100.00Notes to Marketing BudgetIMC Expense Php 3,460,056IMC Budget as indicated in proposed IMC PlanProfessional Fees 16,560Includes all activities in the Action Plans superscripted (1)Reserve for Contingency 1,248,267.68To cover unexpected increases in priceXV. GANTT CHARTFigure 15.1Gantt ChartAction PlansJFMAMJJASONDJFMAMJConceptualize new productDevelop new productConceptualize IMC programDevelop product distribution through sari-sari stores, schools, and convenience storesOrient sales representativesIntroduce new variantLaunch IMC campaignInitiate product distribution through Sari-sari stores, schools, and convenience storesXVI. MONITORING AND CONTROLConceptualize new product variantFor the new product, the Marketing Team should first brainstorm and conceptualize the new product and then identify its objectives and then create a strategy that is aligned to the objectives discussed. After that, the Marketing Team must collaborate with the R&D Team for the consultation of the conceptualized new product and the R&D Team will then research about it. The next step is the Marketing Team will conduct a meeting with the Operations Team to further talk about the technicalities of the new product and see if it is feasible. Then, after confirmation from the Operations Team, the Marketing Team should plan for the new product’s packaging. Then the R&D Team should prepare a market and equipment list needed for the development of the new product and finalize it. After the finalization, the R&D Team should coordinate with Purchaser regarding the supplier pricing. The Purchaser will then order the market and equipment list needed to the supplier. The Logistics Team will receive the raw products and equipment ordered by the Purchaser and make sure that the delivered materials are in accordance to the specifications and approved the receive materials and equipment.Develop and launch new variantThe Marketing Team should conduct a meeting with all the conceptualization Team to talk about the development of the product and organize the necessary tasks to do in the following weeks for the development and launch of the new product. Then the R&D Team will check and conclude the new product’s features, benefits and all the nutrient in it. The R&D Team will also conduct the new product’s taste testing and finalize the new product according to the specifications of the taste test result. Then the Finance Team will compute for all the costs and selling price of new product. The Marketing Team will then set the launching date that is suitable for the new product. The Graphic artist will then design the final product packaging. The Purchaser will order all the materials needed that will be received and approved by the Logistics Team that will be given to the Production Team to produce the new product and then wait for the set launching date and launch the new product.Availability of the Product in the School CanteensThe Marketing Team should first identify all the objectives. Then Make a list of all the potential school canteens that can be penetrated and finalize it. The Human Resource Team will look for sales representatives to communicate with the chosen schools, and orient them about the new product and evaluate their knowledge about it. Then finally, deploy all the sales representative and make the new product available in schools.Availability of the Product in Sari-Sari StoresThe marketing Team must identify first all the objectives and make a list of all the potential sari - sari stores in NCR area that can be penetrated and finalize all the necessary information. Then the Human Resource Management will hire sales representatives to distribute the new product and check possible sales. In addition, the Human Resource Team will also orient and evaluate the hired sales representatives about their knowledge about the new product. Then finally, assign and deploy the sales representatives to their corresponding areas and make the new product available in sari - sari stores.Availability of the Product in other Convenience StoresThe marketing Team must establish the objectives first and make a list of all the untapped convenience stores which are those that doesn’t offer the existing product, in NCR area that can be penetrated and finalize all the necessary information. Then the Human Resource Management will hire sales representatives to distribute the new product and check possible sales. In addition, the Human Resource Team will also orient and evaluate the hired sales representatives about their knowledge about the new product. Then finally, assign and deploy the sales representatives to their corresponding areas and make the new product available in other convenience stores.Aggressive Promotion through Traditional Billboards AdFirst, the marketing team should establish the objectives of this promotion. Second, they should canvass for potential billboard site where the ad will be posted. Third, the graphic artist should make multiple designs of the ad for three days so that there will be many options to choose from. Fourth, the marketing assistant will set up a meeting with the top management where they will choose the best design. Fifth, if there are revisions that the top management wants then the graphic artist should finalize the design in a day. Sixth, the marketing manager will request an approval letter from the president then seventh, upon approval of it from the president, the marketing team will search and select an ad agency that will be responsible for printing and posting the billboard in the site. Eighth, the marketing team will send the design to the ad agency for printing then ninth, the marketing manager will set the date and duration of until when the billboard will be posted then tenth, the marketing assistant will make a follow-up of the update of the printing of the billboard design and finally, the marketing team will check the site if the billboard design is posted as planned.Aggressive Promotion through Transit MediaThe marketing team will create an objective for the promotion through transit media and they will just utilize the same design that the billboard ads have and the marketing team will just resize it according to the dimensions of the full rear bus wrap and full train wrap and then the marketing team will now look for potential bus line where they will post the full rear wrap and then the marketing manager will ask an approval from the president. Upon approval, the marketing team will find and select the perfect ad agency for the job. When they found one, the marketing team will send the design to them then the marketing manager will set the duration of when it will be posted in transits. Then, the marketing assistant will make a follow-up of the update to the ad agency and lastly, the marketing team will check if the ad is printed and posted as planned.Aggressive Promotion through New MediaThe marketing team will list down all the objectives of this promotion and then they will conceptualize the strategy aligned to the objectives of the promotion and then the marketing team will create the mechanic of that strategy and they will set up a meeting with the top management to talk about the conceptualize strategy and then the marketing assistant will finalize overall framework of the strategy talked about in the meeting and the marketing manager will send an approval letter to the president. When the letter has been approved by the president, the marketing team will set up a meeting with the public relations team to talk about the promotional strategy and then the marketing manager will set the date of the duration of the promotional strategy. After that, the public relations team will post the mechanics of the strategy on all major social media networks of the company and after the contest, the public relations team will gather all the submitted entries and the marketing team will be the one to choose the best candidates of the contest and finally, the public relations team will post the chosen winners.Aggressive Promotion through Interactive Marketing CommunicationsObjectives must first be listed down by the marketing team and they must conceptualize a promotional strategy aligned with the interactive communications objective. Now, the marketing team must create the mechanics and set up a meeting with the top management for the approval of the strategy and also including the venue. Then the marketing assistant will finalize the overall framework of the strategy planned in the meeting and the marketing team will confirm the final venue places. Once it’s confirmed, the marketing team will list down all the materials needed for the interactive collateral and they will coordinate with the purchaser about the supplier of the materials and the marketing assistant will send an approval letter from the finance department. Upon approval, the marketing manager will send an approval of letter to the president and when approved, the marketing team will coordinate with the purchaser for the go signal of ordering the materials to the supplier and then the logistics team will receive and confirm the materials and then the marketing manager will set the date and duration of the strategy and finally, the marketing team will conduct the event.Aggressive Promotion through Sales PromotionObjectives for the sales promotion are listed down by the marketing team for the sales promotion strategy and conceptualize the strategy aligned with the objectives of product sampling in supermarkets and then the marketing team will set up a meeting with the top management for its approval then the marketing assistant will finalize the overall framework of the strategy as talked about in the meeting. After that, the marketing team will confirm the availability of the venue as specified in the meeting and they will list down all the materials needed in the product sampling then the marketing assistant will coordinate with the purchaser about, the supplier of the materials and he will also send a letter of approval to the finance team. Upon approval, the marketing manager will now send a letter of approval to the president. Once approved by the president, the marketing team will coordinate with the purchaser for the ordering of the materials. When the materials have been delivered, the logistics team will receive it and check if it is the right order. Next would be the hiring of merchandiser that will handle the product sampling and this will be managed by the human resource assistant. Once hired the human resource team will orient the merchandiser of his job. Then the marketing manager will set up the date and duration of the product sampling and finally, the marketing team will now conduct the product sampling.XVII. Projected Financial StatementSFigure 17.1Liwayway Marketing CorporationInterim Statement of IncomeFor the Year Ended December 31, 2016ConsolidatedRevenueP 6,511,934,085Cost of sales (5,071,494,265)Gross profitDistribution CostAdministrative ExpensesFinance CostOther incomeOther Expenses 5,071,494,265 (528,117,854) (339,271,766) (272,198,845) 22,140,575 (6,511,934)Profit Before Tax 361,479,996Income Tax (94,943,999)Net Profit 266,535,997Notes to Interim Statement of Income (consolidated)RevenuePresumed to increase at the rate of 14.04% over 2015’s Net Sales figure, as noted in the brand’s horizontal analysis from 2014-2015 P5, 710,219,296 x 1.1404 = P6,511,934,085Cost of SalesFollows the same vertical relationship to Revenue as in 2015 of 77.88% P 6,511,934,085 x 0.7788 = P 5,071,494,265Gross ProfitComputed by deducting Cost of Sales from Revenue P 6,511,934,085 - 5,071,494,265 = P 5,071,494,265Distribution CostFollows the same vertical relationship to Revenue as in 2015 of 8.11%P 6,511,934,085 x 0.0811 = P 528,117,854Administrative ExpensesFollows the same vertical relationship to Revenue as in 2015 of 5.21%P 6,511,934,085 x 0.0521 = P 339,271,766Finance CostFollows the same vertical relationship to Revenue as in 2015 of 4.18%P 6,511,934,085 x 0.0418 = P 272,198,845Other incomeFollows the same vertical relationship to Revenue as in 2015 of 0.34%P 6,511,934,085 x 0.0034 = P 22,140,575Other ExpensesFollows the same vertical relationship to Revenue as in 2015 of 0.10%P 6,511,934,085 x 0.0010 = P 6,511,934Profit before TaxComputed by subtracting the total of Distribution Cost, Administrative Expenses, Finance Cost and Other Expenses from the total of Gross Profit and Other Income.(P 1,440,439,820 + 22,140,575) - (528,117,854 + 339,271,766 + 272,198,845 + 6,511,934) = P 361,479,996Income TaxIn accordance with Philippine tax laws pertaining to corporations, this is computed at 30% of Income before Income TaxP 361,479,996 x 0.30 = P 94,943,999Net IncomeCalculated by deducting Income Tax from Profit before Tax P 361,479,996 - 94,943,999 = P 266,535,997Figure 17.2Liwayway Marketing CorporationInterim Statement of IncomeFor the Year Ended December 31, 2016OatiesRevenueP 367,273,082Cost of sales (284,820,275)Gross profitDistribution CostAdministrative ExpensesFinance CostOther incomeOther Expenses 82,452,806 (29,785,847) (19,134,928) (15,352,015) 1,248,728 (367,273)Profit Before Tax 19,061,471Income Tax (5,718,441)Net Profit 13,343,030Notes to Interim Statement of Income (Oaties)RevenueComputed by multiplying the percentage of Oaties in the sales mix of Liwayway Marketing Corporation (5.64%) to the consolidated Revenue of 2016 P 6,511,934,085 x .0564 = P 367,273,082Cost of SalesFollows the same vertical relationship to Revenue as in 2015 of 77.55% P 367,273,082 x 0.7755 = P 284,820,275Gross ProfitComputed by deducting Cost of Sales from Revenue P 367,273,082 - 284,820,275 = P 82,452,806Distribution CostFollows the same vertical relationship to Revenue as in 2015 of 8.11%P 367,273,082 x 0.0811 = P 29,785,847Administrative ExpensesFollows the same vertical relationship to Revenue as in 2015 of 5.21%P 367,273,082 x 0.0521 = P 19,134,928Finance CostFollows the same vertical relationship to Revenue as in 2015 of 4.18%P 367,273,082 x 0.0418 = P 15,352,015Other incomeFollows the same vertical relationship to Revenue as in 2015 of 0.34%P 367,273,082 x 0.0034 = P 1,248,728Other ExpensesFollows the same vertical relationship to Revenue as in 2015 of 0.10%P 367,273,082 x 0.0010 = P 367,273Profit before TaxComputed by subtracting the total of Distribution Cost, Administrative Expenses, Finance Cost and Other Expenses from the total of Gross Profit and Other Income.(P 82,452,806 + 1,248,728) - (29,785,847+ 19,134,928 + 15,352,015 + 367,273) = P 19,061,471Income TaxIn accordance with Philippine tax laws pertaining to corporations, this is computed at 30% of Income before Income TaxP 19,061,471 x 0.30 = P 5,718,441Net IncomeCalculated by deducting Income Tax from Profit before TaxP 361,479,996 - 94,943,999 = P 13,343,030Figure 17.3Liwayway Marketing CorporationProjected Incremental Statement of IncomeFor the Year Ended December 31, 2017RevenueP 157,089,547Cost of sales(121,822,944)Gross profitMarketing BudgetDistribution CostAdministrative ExpensesFinance CostOther incomeOther Expenses 35,266,603 (4,074,883) (29,785,847) (19,134,928) (15,352,015) 1,248,728 (367,273)Profit Before Tax 31,191,720Income Tax(9,357,516)Net ProfitP 21,834,204Notes to Projected Incremental Statement of IncomeRevenue[Target Market Size x Brand Awareness Percentage x Trial Percentage (80% of “definitely will buy” + 30% of “probably will buy”) x Annualized Repeat Purchase Frequency x Wholesale/Retail Price per Unit] Calculating Target Market SizeTarget Market Size = Total Population of Intended Geographic Market x Percentage Demographic Variable(s) x Percentage Psychographic Variable(s) Target Market SizeThe product’s target market has been described in the paper is as follows: Primary target market: Tweens and Teens ages 8-19 who belong in the social economic class of C2 and D, reside in the National Capital Region, love chocolaty flavor of their drinks and health conscious. Secondary target market: Young adults ages 20-30 who belong in the social economic class of C2 and D, reside in the National Capital Region, love chocolaty flavor of their drinks and health conscious.Figures from the National Statistics Office reveal the following: Population of the National Capital Region as of 2010- 11,796,873 Population by Gender: Population by Age: Male – 49.01% Below 10 – 17.68% Female - 50.99% 10 to 14 – 11.43%Population by Income Class: Lower C – 9.13% 35 to 39 - 7.20% Class D – 26.38% 40 to 44 - 6.36% 45 to 49 – 5.36% 50 to 54 - 4.46% 55 to 59 - 3.28%Psychographic results from the group’s Product Management survey reveal the following:Percentage of the population who loves the chocolaty taste of their drink but health conscious – 76%Target market size is therefore calculated as follows:Primary target market = [(11,796,873) x (0.1768 + 0.1143) x (0.0913 + 0.2638) x (0.76)] = 610,185Secondary target market = [(11,796,873) x (0.072 + 0.0636 + 0.0446 + 0.0328) x (0.5099) x (0.0913 + 0.2638) x (0.76)] = 422,717Total target market size = 675,898 + 636,738 = 1,031,902Brand Awareness PercentageThe UAI Survey results show that the brand’s total awareness is 20%Trial PercentageThe Product Concept Test results on the other hand, yielded the following regarding Purchase Intention:Definitely will buy - 42% Probably will buy - 57%Trial rate can therefore be calculated as follows:Definitely will buy (42%) x 0.80 = 34.0%Probably will buy (57%) x 0.30 = 17.0%Trial rate = 24.0% + 12.0% = 51.0%Annualized Repeat Purchase Frequency The UAI Survey results indicated the following results regarding Repeat Repeat Purchase Frequency: Everyday - (365 X a year) answered by 23% of respondents Once a week - (52 X a year) answered by 55% of respondents Twice a month - (24 X a year) answered by 7% of respondents Once a month - (12 X a year) answered by 4% of respondents Others: Thrice a week – (156 X a year) answered by 5% of respondents Twice a week- (104 X a year) answered by 4% of respondents Twice a month - (36 X a year) answered by 2% of respondentsAnnualized repeat purchase frequency can therefore be calculated as follows: Annualized repeat purchase frequency = (365 x 0.23) + (52 x 0.55) + (24 x 0.07) + (12 x 0.04) + (156 x 0.05) + (104 x 0.04) + (36 x 0.02) = 127.39 times Wholesale/Retail Price per Unit The product’s wholesale price per unit is P18.95Estimated Cannibalization Rate Because the proposed product innovation has substantial similarity with the company existing products, its estimated cannibalization rate is 30%SummaryProjected incremental net sales = Target Market Size (1,031,902)x Brand Awareness Percentage (20%) x Trial Percentage (51.0%)x Annualized Repeat Purchase Frequency (127.39 times) x Wholesale Price per Unit (P18.95) x 100% - Estimated Cannibalization Rate (30%)+ Incremental Sales of Oaties Choco Chug 2016 (367,273,082)= (1,031,902x 0.20 x 0.51 x 127.39 x P18.95 x .70 + 367,273,082) = P545, 134, 282Projected incremental net sales (Adjusted) = Target Market Size (1,031,902)x Brand Awareness Percentage (20%) x Trial Percentage (40.0%)x Annualized Repeat Purchase Frequency (52 times) x Wholesale Price per Unit (P18.95) x 100% - Estimated Cannibalization Rate (30%) Incremental Sales of Oaties Choco Chug 2016 (367,273,082)= (1,312,636 x 0.20 x 0.40 x 52 x P18.95 x .70 + 367,273,082) = P 424,215,910Cost of SalesFollows the same vertical relationship to Revenue as in 2016 of 77.55%P 424,215,910 x 0.7755 = P 328,979,438Gross ProfitComputed by deducting Cost of Sales from Revenue P 424,215,910 - 328,979,438 = P 95,236,472Marketing BudgetPer Marketing Budget P 6,883,139Distribution CostFollows the same vertical relationship to Revenue as in 2015 of 8.11%P 424,215,910 x 0.0811 = P 34,403,910Administrative ExpensesFollows the same vertical relationship to Revenue as in 2015 of 5.21%P 424,215,910 x 0.0521 = P 22,101,649Finance CostFollows the same vertical relationship to Revenue as in 2015 of 4.18%P 424,215,910 x 0.0418 = P 17,732,225Other incomeFollows the same vertical relationship to Revenue as in 2015 of 0.34%P 424,215,910 x 0.0034 = P 1,442,334Other ExpensesFollows the same vertical relationship to Revenue as in 2015 of 0.10%424,215,910 x 0.0010 = P 424,215.91Profit before TaxComputed by subtracting the total of Marketing Budget, Distribution Cost, Administrative Expenses, Finance Cost and Other Expenses from the total of Gross Profit and Other Income(P 95,236,472 + 1,442,334) - (P 6,883,139 + 34,403,910+ 22,101,649+ 17,732,225 + 424,216) = 15,133,667Income TaxIn accordance with Philippine tax laws pertaining to corporations, this is computed at 30% of Income before Income TaxP 15,133,667 x 0.30 = P 4,540,100Net IncomeCalculated by deducting Income Tax from Profit before TaxP 15,133,667 - 4,540,100= P 10,593,567XVIII. BIBLIOGRAPHY .ph AND EXPENDITURE: PHILIPPINES, Euromonitor . March 2015 Food in the Philippines, Euromonitor. April 2015Packaged Food in the Philippines, Euromonitor. November 2016Consumer Health in the Philippines, Euromonitor. June, 2015Consumer Lifestyles in the Philippines, Euromonitor 14 Oct 2015Juice in the Philippines, Euromonitor February 2016Breakfast Cereals in the Philippines, Euromonitor Oct 2016Toddlers to Tweens: Consumption Habits of Global 3-12 year olds. Euromonitor. July 2015PHILIPPINES IN 2030: THE FUTURE DEMOGRAPHIC, Euromonitor. November 2013Drinking milk products in the Philippines, Euromonitor. July 2015New Emerging Markets: Nigeria, Indonesia, Mexico, the Philippines, and Turkey. Euromonitor .February 2015DRINKING MILK PRODUCTS IN THE PHILIPPINES, Euromonitor. September 2016 to Tweens: Consumption Habits of Global 3-12 year olds. Euromonitor. July 2015Retailing in the Philippines Industry Overview | Euromonitor, 14 Jan 2016 QUESTIONNAIRERespondent #SexAge GroupSECMALE110-141AB1FEMALE215-192C1220-243C2325-294D430-345E535-39640-44745-49850-549BM2INTRODUCTION:Magandang umaga/hapon/gabi po. Ako po si (MENTION NAME) ng University of Santo Tomas . May isinasagawa po kaming pag-aaral dito sa lugar ninyo at naghahanap po kami ng mga tao na maaari naming makapanayam. Maaaribanaminkayongmaabalasandali?) (Good morning/afternoon/evening. I am (MENTION NAME) from the University of Santo Tomas. We are conducting a study in your area and we are looking for possible respondents. May I take a few minutes of your time?)RESPONDENT'S NAMEADRRESSTELEPHONEDATE OF VISITINTERVIEWER'S NAME & SIGNATURESUPERVISOR'S NAME & SIGNATURELIST DOWN ALL HOUSEHOLD MEMBERS AGED 10-50 FROM OLDEST TO THE YOUNGEST (REGARDLESS OF GENDER) IN THE TABLE BELOW. DRAW A LINE UNDER THE YOUNGEST PERSON QUALIFIED FOR THE INTERVIEW. THEN, LOOK DOWN THE COLUMN OF THE FIGURES BELOW THE PRE-CODED HOUSEHOLD NUMBER AND ENCIRCLE THE NUMBER IN THIS COLUMN, WHICH IS OPPOSITE THE AGE OF THE QUALIFIED YOUNGEST MEMBER OF THE FAMILY. LOCATE THIS NUMBER IN THE “NO” COLUMN. THE PERSON CORRESPONDING TO THIS NUMBER IS THE PROBABILITY RESPONDENT.No.Household MemberSEXHOUSEHOLD NUMBERAGEMaleFemale123456789101111111111121211221122333221323114413431221251153224541664154126357523177326482541635487934675819261078324161059Maaari po bang makausap si (ProbabilityRespondent)? __________________________________Work StatusEducational AttainmentPosition in the Family1 - College Graduate1 - Husband1 – Working2 - Some College2 - Wife3 - High School Graduate3 - Son4 - Some High School4 - Daughter2 – Not Working5 - Elementary5 - Relative6 - Some Elementary6 - OtherSOCIO-ECONOMIC SCORINGA. HomeDurability of House54321Indoor Quality54321Outdoor Quality54321Neighborhood54321B. Total Monthly Income54321C. Occupation of Household Head54321D. Educational Attainment of Household Head54321E. Facilities (Car, Appliances)54321SEC ScaleAB: 34-40 C1: 25-33 C2: 19-24 D: 11-18 E: 8-10 TOTAL SEC SCORE:SCREENER[AGE] Kelan po kayo ipinanganak? (When were you born?) __ __ / __ __ / __ __ __ __ (mm/dd/yyyy)Bale ilangtaonnapo kayo nitonghulinyongkaarawan? (So may I know your age as of your last birthday?)10-14115-19220-24325-29430-34535-39645-49750-5482.[MARITAL STATUS] Kayo po ba ay … (How would you describe yourself?)Married/ Living with a partner1Single mother2Single, no children3Separated/ Divorced/ Widow43.[CHILDREN] Mayanakpoba kayo? (Do you have children?)Yes1ENTER # OF CHILDREN [CONTINUE, Q4] No2PROCEED TO Q54.[AGE OF CHILDREN] Ilantaonnapoanginyongmgaanak?ENTER AGES OF CHILDREN [CONTINUE] 5.[AFFILIATION] Kayopoba o sinumansainyongkasambahay, kamag-anak o kaibigan ay nagtatrabahosaalinmansamgasumusunod...[READ OUT](Do you or does any member of your household, relatives or friends work for any of the following companies...)a.Gumagawa (manufacturer) ngmgapagkaingnabibilinatinsamgatindahan, kagayang chocolate drink?YNb.Supermarket/Tindahan/Grocery/Distributor/Retailer ngmga manufactured food products kagayanabinanggitkokaninaYNc.Media/ Advertising Agency (Radio, television, print, etc./ Mgagumagawang commercial)YNd.Market research agency YN[END INTERVIEW IF YES TO ANY OF ABOVE)6.[PURCHASE DECISION-MAKING]Pakisabiposa akin kung anoanginyongpapelsapagpilingmgabinibilininyong brands ng chocolate drink Ditopo kayo pumilingsagot. [SHOWCARD](For each of the following manufactured food categories, please tell me what your role is in deciding what brands to buy. Please choose your answer from this list.)Ako lamang ang nagde-desisyon(I am the sole decision maker)4Malaki ang parte ko sa pagde-desisyon(I have a big part in deciding)3Maliit ang parte ko sa pagde-desisyon(I have a small part in deciding)2Wala akong parte sa pagde-desisyon(I have no part in deciding)1NOTE: INTERVIEW ONLY IF ANSWER IS 4 0R 3.Maari po ba namin kayong ma-interview sa loob ng 30-45 minutes? (Could you spare us 30-45 minutes for an interview)?MAIN QUESTIONNAIRE[NOTE: RESPONDENTS SHOULD BE CONSUMERS OF CHOCOLATE DRINKMay mga katanungan po kami para sa inyo. Paki-sagutan lang po nang makatotohanan. Huwag po kayong mahihiya dahil wala naman pong tama o maling sagot.Makaka-asa po kayo na confidential po lahat ng pag-uusapannatin.(We have a number of questions for you. Please answer them truthfully. There are no right or wrong answers so please don’t hesitate to give us your honest answers. You can be assured that we will keep them confidential.)BRAND AWARENESS AND CONSUMPTIONBRAND AWARENESS1.a. [Kung ang pag-uusapan po ay chocolate drink, anu-ano pong brand angnasaisipniyo [FIRST MENTIONED/TOP OF MIND]? b.Ano pa po[OTHER MENTIONED]?c. [FOR BRANDS NOT MENTIONED/AIDED] May babanggitin po akong ibang brand, maari po bang sabihin ninyo kung kilala ninyo ang brand na ito?[FOR EACH BRAND AWARE, ASK:]Saan po ninyo nalaman ang brand na_[MENTION BRAND]_ ? Saan pa po? [MULTIPLE RESPONSE] [SHOWCARD]CODES FOR SOURCES OF BRAND AWARENESSTelevision1Radio2PrintNewspaper3Magazine4Billboards5Buses6Sari-Sari Store Product Display11 Streamers/Tarpaulins12 Posters13 Sampling14Supermarket Product Display21 Streamers/Tarpaulins22 Posters23 Sampling24Convenience Store Product Display31 Streamers/Tarpaulins32 Posters33 Sampling34Mini-Mart/Grocery Product Display41 Streamers/Tarpaulins42 Posters43 Sampling44Friends/Relatives/Classmates/Officemates/Neighbor Word-of-mouth51 Has seen actual product from friends/relatives52Palengke/Market Stalls Product Display61 Streamers/Tarpaulins62 Posters63 Sampling64Office/School Canteen Product Display71 Streamers/Tarpaulins72 Posters73 Sampling74Others: Specify ( )a. [UNAIDED ADVERTISING AWARENESS] Sa mga advertisement o commercial naman pong chocolate drink, ano pong BRAND ng chocolate drink ang inyong nakita, narinig o nabasa nitong nakaraang 6 na buwan? Ano pa po?b. [AIDED AD AWARENESS: FOR BRANDS NOT MENTIONED]. Samga brands naman po na aking babanggitin, meron din ho ba kayong nakita, narinig o nabasa nitong nakaraang 6 na buwan?BRAND CONSUMPTION[BRANDS EVER CONSUMED] Anu-ano pong brand ngchocolate drink angnainomniyona, kahitkailan? Ano pa po?[BRAND USED MOST OFTEN]Ano pong brand ngchocolate drinkangmadalasninyonginumin?[FREQUENCY OF BUMO] Gaano kayo kadalasuminomng_[MENTION BUMO]_ saisanglinggo?[AMOUNT OF CONSUMPTION] Ilangpakete o pirasong_[MENTION BUMO]_angnauubosmosaisanginom?[REASON FOR BUMO] Bakitpo_[MENTION BRAND]_ angpinakamaladasnachocolate drink naiyonginiinom? Ano pa po? Meron pa pobangiba?___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ [ALTERNATE BRANDS] Kung walaang_[MENTION BUMO]_, anu-anongmga brand angpinipapalitmo? Ano pa? [MULTIPLE RESPONSE][TOP ALTERNATE BRAND] Alinpoditosamga alternate brand nanabanggitninyoanginyongpanguhahingpinapalit? [SINGLE RESPONSE][REASON FOR TOP ALTERNATE BRAND]Bakitang_[MENTION TOP ALTERNATE BRAND]_ angipinapalitmosa _[MENTION BUMO]_?___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________SA - SINGLE ANSWERMA - MULTIPLE ANSWER?Q1aQ1bQ1cQ2Q3aUnaided Advertising AwarenessQ3bAided Advertising AwarenessQ4Q5Q6Q7Q9Q10Top-of-Mind (First Mentioned)Other MentionedAidedSource of AwarenessEver ConsumedBUMOFrequency# of PacksAlternate BrandsTop Alternate BrandBRAND LISTSAMAMAMAMAMAMASAMASAChoco Chug111111111Chuckie222?2222??22Moo333?3333??33Fortified444?4444??44Milo Chocolate Drink555?5555??55Nestle Low Fat Chocolate Flavoured Milk Drink666?6666??66Cloud Nine777?7777??77Alaska Choco888?8888??88Chocolait999?9999??99Zesto Choc-O101010?10101010??1010Milk Magic111111?11111111??1111Goody Gulp121212?12121212??1212131313?13131313??1313141414?14141414??1414151515?15151515??1515161616?16161616??1616171717?17171717??1717181818?18181818??1818191919?19191919??1919202020?20202020??2020212121212121212121222222222222222222232323232323232323242424242424242424252525252525252525262626262626262626272727272727272727CONSUMPTION HABITS[DRINKING OCCASIONS]Kailan kayo uminomngchocolate drink? [MULTIPLE RESPONSE][MOST FREQUENT OCCASION] Alinsamganabangitninyonapagkakataonangpinakamadalasninyookasyonparauminomngchocolate drink? [SINGLE RESPONSE]DRINKING OCCASIONSQ12Q13112233445566Others: (specify)[PLACES OF CONSUMPTION] Saan kayo umiinomng PRODUCT CATEGORY? [MULTIPLE RESPONSE][MOST FREQUENT PLACE]Saan kayo pinakamadalasuminomng PRODUCT CATEGORY?[NO. OF PCS CONSUMED] Satuwing kayo ay umiinomng PRODUCT CATEGORY [REFER TO Q15], ilangpirasoanginyongnauubos?PLACES OF CONSUMPTIONQ14Q15Q16At home (Sa bahay)11At school (Sa eskwelahan/paaralan)22At work (Sa opisina)33Outing/Vacation44Others: Specify55 [OTHER HH MEMBERS] Meron pa basaiyongmgakasambahaynauminom din ngchocolate drinkMeron1Sino-sinoangmgaito?[CODE HH MEMBERS]Wala2PURCHASE HABITS[WHERE LAST PURCHASE MADE] Nang hulikayongbumilingchocolate drink, saan kayo bumili?[WHERE PURCHASE OFTEN MADE]Saan kayo madalasbumilingchocolate drink? [UNAVAILABLE] Saangmgalugar kayo hindinakakabilingchocolate drink?Q18Q19Q20Supermarket111Groceries/Mini Mart222Sari-Sari Store333Market Stall/Palengke444Sidewalk Vendor555Naglalako/Transit Vendor/Takatak666Office/School Canteen777Convenience Stores888Bakeries999Others:[PACK SIZE]Anoang pack size nakadalasmongbinibili?Per piece (Isang pack)1Per box (Isangkahon, 10 pieces)2Others: (Specify)[FREQUENCY OF BUYING] Gaano kayo kadalasbumilingchocolate drink?Everyday1Every other day2Once a week3Twice a month4Once a month5Others: Specify_______________Sahulininyongbilingchocolate drink, may brand at flavor nabakayongnasaisip?NO1[GO TO Q31 ADHESION]YES2ContinueAnong brand yon? _______________________May variant/favor naba kayo nanasaisip?NO1[GO TO Q31 ADHESION]YES2ContinueAnong variant/flavor yon? _______________________Meronbayung brand at flavor na_[MENTION BRAND AND VARIANT/ FLAVOR]_satindahannapinuntahanmo?NO1ContinueYES2[GO TO Q 31 ADHESION]Anoangginawamo/ Ikawba ay___________ [SHOWCARD]Specify:Bumilingibang brand nakaparehong flavor(Bought a different brand with the same variant/flavor)1(Go to Q29)BRAND:Bumilingibang flavor ngkarapehong brand(Bought a different variant/flavor of the same brand)2(Go to Q30)VARIANT/FLAVOR:Bumilingibangklasenginumin(Bought a different category)3Naghanapng brand at flavor saibangtindahan(Looked for the brand and flavor in another store)4Hindi namunabumili(Postponed buying until next trip)5Others: (specify)[REASON FOR ALTERNATIVE BRAND] Bakitang brand naitoangiyongipinalit?_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________[REASONS FOR ALTERNATE VARIANT/FLAVOR] Bakitpoang variant/flavor naitoanginyongpamalit?_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________[ADHESION] May babasahinpoakoiyongmgapangugusap, sabihinninyoposa akin kung alinsamgapangungusapnaito kayo ay sumasangayon. [SHOWCARD]31a. Mayroonakongisang brand/markangchocolate drink nalagikonginiinom(There is one brand of PRODUCT CATEGORY that I always tend to drink)1[GO TO Q34]31b. Iniinomkoang brand/markangchocolate drink namayroon/available saorasnaiyon(I tend to drink the brand that is available)2[GO TO Q33]31c.Walanamangpagkakaibaangmga brand/markangchocolate drink(There are no differences among brands of chocolate drink)3[GO TO Q32][REASON FOR SIMILARITIES ACROSS BRANDS] Bakitninyoponasabinamagkakapareholamangangmga brand ng PRODUCT CATEGORY?_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________[REASON FOR CONSUMING WHAT’S AVAILABLE] Bakitpokunganolamangangmayroon/available anginyong PRODUCT CATEGORY nainiinom?_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________[REASON FOR PREFERRING 1 BRAND] Bakitpoisang brand lamangng PRODUCT CATEGORY anginyonginiinom?_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________PRODUCT AND BRAND IMAGE[KEY DRIVERS]Magbabanggitakongmgakatangianngchocolate drink, maarimongsabihinsa akin kung gaanokaimportante o di importanteangmgakatangiangitosapagpilimong brand ngchocolate drink naiyongbibilhin. Gagamitinnatinang scale naito [SHOWCARD]TalagangImportanteMedyoImportanteHindi komasabiMedyo Hindi ImportanteTalgang Hindi Importante543211Manufacturer543212Flavor543213Availability at stores543214Price543215Packaging type and design543216Popularity543217Nutritional value543218Endorser543219Quantity (Dami)5432110Ease of preparation (Dali ngpaghanda)5432111Influence by friends, relatives, neighbors 54321Ngayon, tatanunginkoanginyong opinion saiba’tibang brand ngchocolate drink. Maaripobangpaki-graduhanangmgasumusunodna brand ayonsamgaimportantengkatangiannanataposnatinggraduhan. Gagamitinnatinangsumusunodna scale: [SHOWCARD]NOTE TO INTERVIEWER: Check if respondent is AWARE of brand before proceeding. WRITE DOWN ANSWER.ExcellentSatisfactoryGoodFairPoor54321Place check mark if AWARE of Brand:Choco ChugChuckieMooAlaska ChocoChocolait1Manufacturer2Flavor3Availability at stores4Price5Packaging type and design6Popularity7Nutritional value8Endorser9Quantity (Dami)10Ease of preparation (Dali ngpaghanda)11Influence by friends, relatives, neighbors ADDITIONAL QUESTIONS:Kilalaniyopobaang Choco Chug?Bakitpohindininyokilalaang product na Choco Chug?Bakitpohindi kayo umiinomng Choco Chug?THANK RESPONDENTConcept Testing QuestionnaireResp#Respondent NameAge GroupSEC SET: AAddress: Interviewer: PROJECT Magandang umaga/hapon/gabi po. Ako po si ________ ng UNIVERSITY OF SANTO TOMAS. Mayroon po kaming isinasagawang survey at naghahanap po kami ng mga [MENTION CRITERIA] na maaring ma interview na S1. [PARTICIPATION IN P6 MOS] Simula Oktubre hanggang ngayon, kayo po ba ay nakasali na sa isang interview? S2. Tungkol sa anong paksa po kayo nainterview? ________________________ (About what topic have you been interviewed?) [IF MENTION YOUR PRODUCT, END INTERVIEW.] S3. [AFFILIATION] Kayo po ba o sinuman sa inyong kasambahay, kamag-anak o kaibigan ay nagtatrabaho sa alinman sa mga sumusunod... [READ OUT](Do you or does any member of your household, relatives or friends work for any of the following companies...)a. Gumagawa (manufacturer) ng chocolate drinkYNb. Supermarket/Tindahan/Grocery/Distributor/Retailer ng chocolate drinkYNc. Media/ Advertising Agency (Radio, television, print, etc./ Mga gumagawa ng commercial)YNdMarket research agencyYN[END INTERVIEW IF YES TO ANY OF ABOVE] S4.[BUMO] Ano pong brand ng chocolate drink ang PINAKAMADALAS ninyong iniinom/kinakain/ginagamit ngayong nakaraang buwan o apat na linggo? BRAND __________________________________ VARIANT/FLAVOR__________________________ S5.[PURCHASE DECISION MAKING ROLE] Paano mo ilalarawan ang iyong papel sa pagbili ng [PRODUCT[? Ako lamang ang nagde desisyon1May malaki akong papel sa pag desisyon2May maliit ako na papel sa pag desisyon3Wala akong papel sa pag desisyon4 NOTE: ANSWER SHOULD BE 1 or 2, ELSE END INTERVIEW MAIN QUESTIONNAIRE CONCEPT 1: Goat’s Milk May ipapabasa po ako sa inyo na konsepto ng isang chocolate drink at pagkatapos ako po ay magtatanong. NOTE TO RESEARCHER: READ CONCEPT WITH THE RESPONDENT. Q1. [INITIAL REACTIONS/COMPREHENSION] Ano masasabi ninyo sa binasa ninyong konsepto? Ano ang pagkakaintindi ninyo? ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Q2. [RELEVANCE] Gaano po tumutugon ang konseptong ito sa inyong panganagailangan?[SHOWCARD}]Talagang tumutugon sa aking pangangailangan 5Medyo tumutugon sa aking pangangailangan 4Hindi ko masabi 3Medyo hindi tumutugon sa aking pangangailangan 2Talagang hindi tumutugon sa aking pangangailangan 1 Q3. [UNIQUENESS] Gaano naiiba ang konseptong ito?[SHOWCARD] Talagang naiiba 5Medyo naiiba4Hindi ko masabi 3Medyo hindi na naiiba 2Talagang hindi na naiiba 1 Q4. [BELIEVABILITY] Gaano kapani-paniwala ang konseptong ito? [SHOWCARD] Talagang kapani-paniwala 5Medyo kapani-paniwala 4Hindi ko masabi 3Medyo hindi kapani-paniwala 2Talagang hindi kapani-paniwala 1 Q5. DEGREE OF LIKING] Gaano ninyo kagusto o di gusto ang konseptong inyong binasa? [SHOWCARD] Talagang gusto 5Medyo gusto4Hindi ko masabi 3Medyo hindi gusto 2Talagang hindi gusto 1 Q6. Bakit niyo naman nasabing [MENTION RESPONSE TO Q5]?Ano ang nagustuhan o naayawan ninyo? ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Q7. [PURCHASE INTENTION] Gaano naman kayo interesadong bumili ng produktong ito kung ito ay mabibili sa tindahan? [SHOWCARD] Siguradong bibili 5Bibili4Hindi ko masabi 3Hindi bibili 2Siguradong hindi bibili 1 IF RESPONSE IS 5, 4, 3: CONTINUE. OTHERWISE, END INTERVIEW FOR THIS CONCEPT. GO TO THE NEXT CONCEPT. Q8. [VALUE FOR MONEY] Kung ang produktong ito ay mabibili sa tindahan sa halagang Php 28.00, paano ninyo ilalarawan ang pagiging sulit sa halaga? [SHOWCARD]Note: For several pack sizes, Get the frequently used size from the UAI OR the size of the product in the concept. Talagang sulit sa halaga(Good Value for money)5Medyo sulit sa halaga 4Hindi ko masabi 3Medyo hindi sulit sa halaga 2Talagang hindi sulit sa halaga(Poor value for Money)1 Q9. [FREQUENCY OF BUYING] Kung ang produktong ito ay mabibili sa tindahan, sa inyong palagay gaano kadalas kayo bibili? [SHOWCARD] Note: You can revise this depending on the frequency of buying of your product, refer to UAI. Everyday 5Once a week4Twice a month 3Once a month 2Others: Specify 1 Q10. [NUMBER OF PRODUCTS TO BE BOUGHT] Nasabi ninyo na kayo ay bibili ng product [MENTION RESPONSE TO Q9], ilan naman po ang inyong bibilhin tuwing kayo ay bibili? One1Two2Three 3Four 4Five5Others : Specify 6 AFTER CONCEPT 3: Q31. [RANKING]. Ngayon naman po, puwede po ninyong paki-rank ayon sa inyong pagkagusto ang 3 konsepto na inyong nakita: RANKCONCEPT 1: Goat’s Milk _____CONCEPT 2: Dark Chocolate _____CONCEPT 3: Choco Banana _____ END OF INTERVIEW. THANK RESPONDENT AND GIVE TOKEN.Kathie Denise Q. BasilioBlock 3 Lot 3 JB Village 2 Brgy. Balibago Sta. Rosa City, Laguna+63 917 873 4383kd.basilio95@Objective: I wanted to be in the field of Advertising or Public Relations because I wanted to hone my skills in communication and this internship will be a big step for me in achieving my goals as an aspiring Thomasian marketer while contributing the best that I can for the company’s growth as well as mine. Qualifications and Skills:· Communication Skillso Great at reporting presentationso Can write different types of business letter appropriately· Interpersonal Skillso Best at adjusting to diverse personalitieso Great at Team Buildingo Good at coordination· Technical Skillso Knowledgeable in Market Research procedureso Can design an Integrated Marketing Communication plan Education:BSBA major in Marketing Management (2013-present)College of Commerce and Business AdministrationUniversity of Santo Tomas, Espa?a, Manila Work ExperienceArt Marshall at Sky Color Explosion 2015-facilitated children in each stations while doing their workshop-arranged the event’s place set-up and decorations-administered the parents in what to do in the workshop for their kids-managed a contest of the workshop AffiliationsMember, UST Junior Marketing Association (2013-present) Seminars Attended:I Am A Young Mover: The MarkProf RoadshowMarkProf Foundation Inc.UST Medicine Auditorium, Espa?a, Manila, 2015 Mad World: Unraveling The Creative Genius Philippine Junior Marketing AssociationSMX Convention Center, Pasay, Manila, 2015 Breakthrough: Stepping Out Of Your Comfort Zone Through Public Speaking And Hosting 2015UST Junior Marketing AssociationBeato Angelico Auditorium, Espa?a, Manila, 2015 Interstellar: Ascending Marketing Concepts Into Greater OrbitsJunior Achievers’ Marketing SocietyDept. of Agriculture- Bureau of Soils And Water Management Convention Hall 2015 Youth Leadership Development ConferenceAIESEC PUPPUP-COC Theater, Sta. Mesa, Manila 2016 Ateneo Intercollegiate Marketing SeminarAteneo Junior Marketing AssociationAteneo De Manila University, Quezon City, 2016 Personal InformationBirthday: August 1, 1995 Civil Status: Single 4483735-760095THERESE ELOISA MAURICIO16F Esmeralda St. Pangilinan Compound,Congressional Ave., Bahay Toro, Quezon Citymthereseeloisa@ 0926- 433- 2444CAREER OBJECTIVESeeking for an internship position in the company’s marketing department where I can have the opportunity to apply my knowledge in marketing learned in school as well as to further develop my skills and abilities. SKILLS AND QUALIFICATIONSExcellent communication and interpersonal skills.Mastery of Microsoft Word, Excel, PowerPoint, Database, and the Internet.Knows how to conduct a Market Research and can interpret the results.Has a background with Integrated Marketing Communication and can offer innovative ideas to reach the target audience.Has the ability to plan, organize and work to deadlines.A strong team player who can also work alone with minimum supervision. EDUCATIONBSBA Major in Marketing ManagementCollege of Commerce and Business AdministrationUniversity of Santo Tomas, Espana, ManilaYear Graduated: 2017 AWARDSDean’s List, College of Commerce and Business Administration, UST AFFILIATIONSMember, UST- Junior Marketing (2013-present)SEMINARS ATTENDEDJanuary, 2016 ATHOMIC Congress 2016: One Click through Digital World UST Junior Marketing Association, University of Santo TomasOctober, 2015 I am a Young Mover: The MarkProf Roadshow 2015 UST Junior Marketing Association, University of Santo TomasOctober, 2014 Breakthrough: Stepping Out of Your Comfort Zone through Public Speaking and Hosting UST Junior Marketing Association, University of Santo Tomas ERICKA JANE R. MENDOZAAddress: 1074 Casa Adelina St., Sampaloc, Manila, PhilippinesE-mail Address: erickajanemendoza@Contact Number: 09271942426 OBJECTIVE:To gain new experiences and knowledge that will help me in my career growth, seeking for a job in a challenging and healthy work environment where I can utilize my skills and knowledge efficiently for organizational growth.EDUCATION:Bachelor of Science in Business AdministrationMajor in Marketing ManagementCollege of Commerce and Business AdministrationUniversity of Santo Tomas, Espa?a, Manila (2013 - present) Expected Graduation: June 2017 SKILLS:Market ResearchData gatheringBusiness writingProficient in Microsoft Word, Excel, Powerpoint and other MS Office tools Outstanding researching skills; able to assess a situation, seek multiple perspectives and gather more information if necessary, as well as analyze and interpret research findings Excellent communication skills; able to write, speak, listen efficiently and effectivelyAble to work with others in a professional manner while achieving common goalAWARDS/RECOGNITIONSDean's List, College of Commerce and Business Administration, UST (2015 - 2016)Dean's List, College of Commerce and Business Administration, UST (2013-2014)Salutatorian, Lobo International Institute Foundation, Inc., (2012- 2013)Lyceum of the Philippines - Batangas Scholarship Awardee, LIIFI (2013)Dr. Dexter Buted Achiever Awardee, LIIFI (2013)Christian Character Awardee, LIIFI (2013)AFFILIATIONS:International Youth United (IYU) – Operations and Logistics Committee, 2016Pax Romana Commerce Unit – Creatives, 2016-2017ASEAN Youth Leaders Association (AYLA) – Ambassador, 2016As one of the chosen youth Ambassadors, I represented AYLA PH to international delegates from Thailand, Malaysia, Singapore, Cambodia, Vietnam, Brunei, and other members of ASEAN.Learned the culture of ASEAN member countries, gained new experiences and earned connections with other youth leaders across ASEAN.UST Junior Marketing Association - Member, 2013 to presentRed Cross Commerce Department - Member, 2013 – 2014WORK EXPERIENCE:Junior Achievement – Philippines Mini – Company Program, UST Marketing Department – (EVP for Logistics and Productions)Look for suppliers and manufacturers for the company’s productGive ideas and insights in the outputs and proposals for the variety of activities in the companyHYDRO Manila 2016 – (Production Staff, August 2016)Handled the registration area for hundreds of people; promoted the event through social mediaSuccessfully coordinated with other staffs for the success of the eventMLA World Transport Inc. – (Intern – June – August, 2016)Rendered 300hrs of work; giving creative ideas and outputs for the marketing collaterals such as flyers, brochures, corporate giveaways, etc.Research and analyze data for one of the major clients and made a power point presentation.I AM A YOUNG MOVER: The Markprof Roadshow, UST – (Organizer, October 2015)Provided overall coordination during the successful activity in anized the event well, delegated tasks, attended to logistics and other details to make sure the event is executed smoothly and successfullyMARKETING CONFLUENCE: Intensifying Thomasian Values in Business, UST - (Organizer, September 2015)Handled the registration area for hundreds of participantsOrganized the prizes to be given for a certain part of the eventVIBE2015 – Annual Marketing General Assembly, UST - (Organizer, 2015)Successfully gathered sponsorship for the eventOrganized the materials to be used to the venue of the eventBecarios de Santo Tomas, UST - (College Representative 2013 - 2014)Informed scholars about the organization’s upcoming events and announcementsAnswered and provided help and assistance to scholars’ queries Salt and Light Literary Editor – Official School Newspaper Publication, LIIFI (2012 – 2013)Edited literary entries given by the staff and studentsWrote literary pieces to be published in the school newspaperSEMINARS/ TRAINING ATTENDED:Youth Leadership Development Conference, PUP – COC Theater (Delegate, April 2016)Global Youth Summit 2016, Mall of Asia (Delegate, February 2016)Junior Achievement Marketing Society - Interstellar (January 2016)ATHOMIC CONGRESS 2016: One Click Through Digital World, UST (January 2016)Ateneo Business Convention Blast Off, Ateneo de Manila University (January 2016)BREAKTHROUGH: Public Speaking and Hosting Seminar, UST, (October 2015)MAD WORLD: Unraveling the Creative Genius, SMX Convention Center (February 2015)Becarios de Santo Tomas - Staffers Training (2013-2014) JUAN BIG IDEA: Taking Marketing Thoughts into Idea, University of Assumption of Pampanga, (September 2014)SELFIE: How to Create Meaningful Personal Brands, SMX Convention Center (February 2014)PERSONAL INFORMATIONBIRTHDAY: May 22, 1997STATUS: Single ................
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