A proposed marketing plan for Bayer Philippines Baygon Katol

Date of Publication

1996

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

Jake Tadena

Defense Panel Chair

Enrique Soriano

Defense Panel Member

Maria Luisa Chua

Abstract/Summary

The primary purpose of this thesis paper is to be able to present a realistic marketing plan for fiscal year 19977 to Bayer Phils., a manufacturer of Baygon products. The product of focus will be Baygon Katol. Baygon Katol is currently the market challenger with a 23% market share. Advertising and promotions together with superior distribution will compliment the main goal of an increase in market share. The projected increase in market share will be 3% (because of the entrance of new competitors) by the end of 1997 with gross sales worth 103,140,339 pesos.

Expanding Baygon Katol's market share requires higher sales volume and gross profit by steadily offering to its target market, a high quality brand of mosquito coil. Focusing on its USP, particular that of being pleasantly scented, will enable the brand to be highly differentiated from other existing brands, thus increasing the consumer awareness toward the said product.

The total cost for the proposal is P15,631,323 pesos inclusive of VAT breaking down the proposed marketing budget, advetising expenditures would amount to P8,592,156 promotions expenses would amount to P2,473 PR expenses would be :474,040 research and studies expenses would be P1 million lastly the contingency fund will amount to P3,091,737.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16655

Shelf Location

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

Physical Description

73[4] : ill. (some col.)

This document is currently not available here.

Share

COinS