A Sales promotion program for Nabisco no bake fudge brownie mix

Date of Publication

1991

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

Nabisco No Bake Fudge Brownie Mix (NNBFBM) is the only one of its kind in the local market and it does not have any direct competitors, therefore, we can say that it holds 100% market share in terms of the no bake category. Indirect competitors present are those who offer ready to eat brownies or those ready mixes that needs baking. These indirect competitors have no known ongoing advertisement and sales promotion program for the brownies category. Total sales volume of NNBFBM for the previous fiscal year totaled to 400,000 boxes.

When NNBFBM was first launched, it surpassed initial expectations of the management of DMPI. But, when the price of the brownie mix increased due to rising costs, sales volume gradually decreased.

This paper which is a sales promotion program for NNBFBM aims to address this problem. However, this paper is subject to the following constraints: First, the marketing plan of the product was not made available as reference for planning this sales promotion program. Second, cost efficiency sanctions imposed on this sales promotion program discourages the use of promotional tools that would take away 20% of the per piece profit margin of the product. Third, there is no accurate evaluation or measurement of results for the promotional tools considered and chosen for this sales promotion program.

The objectives of this sales promotion program, which are aligned to the objectives of product's marketing plan, are to increase awareness among consumers and at the same time encourage more triers of the product. Along side these objectives comes expected increase in sales by 3%.

This sales promotion is aimed at encouraging children ages 7-12 years old to convince their mothers to purchase and try NNBFBM. We recommend the use of a product demonstration in a live weekend children's show where there would be active participation of the kids. Afterwards, free samples of the finished product would be given out. The total cost of this promotion amounts to P 96,475.

Since the promotion would be aired on television, the area of promotion will cover all those reached by the children's television shows. Special emphasis would be given to the live audience of the television show for they would be part of the sampling process after the live product demonstration of NNBFBM.

The program would be implemented during the summer season. April would be the most appropriate month because during this time most of the children are at home for their summer break.

Exact air dates would be as follows:

April 5 - Star Smile Factory - TV2 (10 00 a.m.)

April 12 - Chikiting Patrol - TV7 (10 00 a.m.)

April 18 - Uncle Bob's Lucky 7 Club - TV7 (10 00 a.m.)

April 25 - Pen Pen de Sarapen - TV9 (10 00 a.m.)

DMPI's sales force would monitor sales data particularly the Consumer Purchase Record (CPRs) which keeps track of the average weekly consumption or movement of all DMPI products including Nabisco. The period covered by the monitoring would be 3 months before, during and 3 months after the implementation of the program.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09668

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

27 numb. leaves

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