A Comparative analysis of consumer perception on Maxx eucalyptus as against storck and as against the other Maxx variants: An exploratory study

Date of Publication

1998

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

One of the most reputable companies in the Philippines despite the economic crisis, is that of Universal Robina Corporation. Boasting a line of consumer foods, agro-industrial products, and commodity food products, have helped them develop into a multi-purpose industrial giant. Among the branded consumer foods, one can find their line of Maxx Candies, which has become the industry leader in the flavored candies market. Having undertaken expansionary projects that has tripled the candy capacity production of URC, has enabled them to extend their line of Maxx candies. Presently, there are five different variants of the Maxx candies, namely Maxx Menthol, Maxx cherry, Maxx honey-mansi, Maxx honey-lemon, and lastly the Maxx Eucalyptus variant.

Maxx Eucalyptus was introduced to penetrate the Storck Eucalyptus market, aiming to be the direct competitor of Storck. To find out consumer perception of the product will be done through an exploratory research in which one hundred respondents will be interviewed belonging to the C & D class. The proponents believe this to be a necessary study that will enhance company knowledge to guide them in their positioning, marketing, and promotion of the product through administered questioning of respondents. Current positioning of the product will be discussed as well as what has actually been achieved and what needs further help. Among the objectives of the study, namely, the awareness of Maxx eucalyptus, other factors leading to this and the positioning, will determine what is needed to enhance market share. Through this the proponents will find out the following, needed in the Maxx Euca awareness-Storck as a Eucalyptus candy, Maxx Eucalyptus as directly competing with Storck, and lastly, Maxx Eucalyptus and respondents perceptions in regards to "flavored menthol candy."

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09741

Shelf Location

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

Physical Description

100 numb. leaves

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