A proposed marketing plan for Kell's lemon iced tea

Added Title

Twinny W. Tan

Date of Publication

2005

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Denis Gutierrez

Defense Panel Chair

Jose Luis R. Liongson

Defense Panel Member

Milette Zamora

Abstract/Summary

Multi-M Food Corporation has been in existence for more than 12 years now. Approximately two years ago, the company began to introduce their own new product, Kell's Iced Tea, out to their circle of customers in the institutional market. Now, the company wants Kell's Iced Tea to be distributed to a wider market, and so the opportunity for retail distribution, specifically the supermarkets, came to mind. The iced tea industry has been experiencing continuous giving the company more reason for entering into the said market.

The shift from buyer-to-buyer to buyer-to-consumer will require certain investment, which should be made first. The proposed marketing plan aims to the company to be a market challenger in the iced tea industry and create 100% brand awareness for Kell's. This will be achieved by increasing awareness, market share, and adding retail distribution channels. The proponents started by coming up with a new logo, packaging, and designs for the print advertisements. At the same time, strategies for pricing, free trials, reduced-price packs, premiums, public relations programs and others will be implemented as well.

For the execution of the marketing plan, an amount totaling to P 4, 751, 971.48 will be incurred in order to achieve the short-term objectives. In doing so, Kell's will be able to penetrate the retail market. Hence, brand awareness, as well as market share for the product, is expected to improve.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16198

Shelf Location

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

Physical Description

2 v. : ill. (some col.)

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