Drench vegetables to profitability: Actara ang pag-asa actra soil drench application

Edel Sanchez

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

, Edgar Juan Surtida, III

Defense Panel Chair

Carlos D. Maglutac

Defense Panel Member

Jose Luis Liongson

Abstract/Summary

This marketing plan will aim to present and recommend viable marketing strategies for Syngenta Philippines Incorporated’s insecticide brand Actara. The proposed marketing strategies for Actara's production innovation in specialization in drenching method of application, value pricing objective and tactics, simpler marketing distribution, and intensive communications program, will support the proposed objectives to introduce Actara with a new specialization in application/delivery method, to focus on selected vegetable crops, the seedbed and vegetative stages of these crops, targeting sucking insect pests and serving contractor/financer, professional and subsistence segments, and thereby creating a new submarket and a competitive edge for the brand.

In addition, the marketing strategies proposed will complement this plans goal to differentiate Actara for drenching vegetables versus competing brands, by reintroducing and repositioning the brand as the best quality, best value insecticide in the country and pag-ASA sa gulayan, where ASA literally means hope and symbolically means Actara Soil drench Application for vegetables.

In relation to this, it is the aim of this paper to increase the brand's sales, net income and market share for the year and consistently until 2009 the products patent rights expire. The plan is recommended to be implemented within the year with an investment of at least P251,502.40 for advertising, promotional, publicity and other expenses (evaluation program and contingency). As such, the plan is expected to generate around P6.8 M in sales, an increase in net income of at least P3.6 M and an increase in market share from 3.03% to at least 5% for the current year alone.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16206

Shelf Location

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

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