A proposed marketing plan for UFC Liquid Genie of NutriAsia
Date of Publication
2010
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
Abstract/Summary
UFC Liquid Genie is a new product in the category of food flavorings. It has only been in the market for 6 months and has yet to establish itself. Compared to its competitors, UFC Liquid Genie is an underdog. It faces international companies like Ajinomoto and Maggi who have huge funds in promoting their product. UFC Liquid Genie suffers low awareness rates among consumers. One reason is the lack of frequency of its TVC. With a limited budget, UFC Liquid Genie fails to cut across the clutter and introduce itself to the market.
Furthermore, there is a low trial rates caused by certain factors including the product being an unfamiliar format, consumers do not want to risk experimenting on the new product, product not being the top of mind choice of flavoring and consumers are loyal to their brand used most often. Some consumers see the product the same as their current brand and there is nothing special about it.
This marketing plan will reposition UFC Liquid Genie as a flavoring that can be best partnered with vegetable dishes. It will use strategies that will build up brand linkage of the product among the consumer as the top of mind flavoring for vegetables. It will address the barriers for trial and encourage consumers to try the product.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTU020420
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Recommended Citation
Dy, M. (2010). A proposed marketing plan for UFC Liquid Genie of NutriAsia. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/18032