A proposed marketing plan for Shell 2T two stroke oils in Metro Manila

Date of Publication

1993

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

Pilipinas Shell Petroleum Corporation is determined to provide Filipino tricycle and motorcycle drivers, operators and owners reasonably priced 2T Two Stroke Oils. For the next three years, the market plan aims to achieve an increase in the sales volume of 2T Triple in Metro Manila from 1.3 million liters in 1993 to 2.99 million liters in 1996 with its market share being deemed to increase from 37.14% to 48%. Sport 2T eyes a sales volume (in Metro Manila) of about 48,800 liters in 1996 plus a market share increase of 4% from 0.06% in 1993.

These projections may be realized through the utilization of programs concentrating on the Sport 2T relaunching, continual application of heavy promotions for 2T Triple and the maintenance of Shell quality, procedures and standards necessary to establish continued loyal patronage. The employment cost of the programs are expected to reach around 9 million pesos.

Expected profitability growth from these programs are as follows: -40,30% in 1994 27.30% in 1995 and 40.71% in 1996.

It is necessary that the company creates a special 2T Two Stroke Oil team who will monitor the movements of both Shell 2T Triple and Sport 2T within the respective markets they serve. The Marketing Manager and the Brand Managers involved must devote time to mandatory meeting of at least once a week to discuss how the 2T products are faring and if the market plan is being carefully executed. Modifications in the plan may happen so long as it benefits allows fair trading.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09740

Shelf Location

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

Physical Description

1 v. (various pagings)

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