A marketing plan for Swedish Match-Cricket Lighters Philippines

Date of Publication

2013

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

Carlos Maglutac

Abstract/Summary

The purpose of this paper is to formulate a marketing plan for Swedish Match Philippines' Cricket Brand. Though Cricket remains as the market leader, actions are required to maintain its lead in the industry wherein most consumers are switchers or price sensitive due to the low switching cost between competitors and substitutes. The plan aims to tap first on the 20-35 years old from the C and D socio-economic classes in the Luzon area primarily in the National Capital Region. It aims to take advantage of the functional and affordability attributes stressed during the researches in transitioning the target market from an existing Cricket lighter key chain accessory into expanding the current product line to include the Cricket Sabit,a mini lighter with a key chain, catered directly to them. The new product would be catered to the target market due to it being priced initially at P15 and made available in sari-sari stores, taktak vendors and sidewalk vendors. The plan intends to use advertising, public relations, and promotions to further strengthen the feasibility of the plan. Advertising efforts would comprise of radio and print ads designed to raise awareness, trial, and purchase for the product while public relations efforts would comprise of trial and purchase inducing activities such as sponsorships, CSR and gimmicks. Finally, promotions would be done to encourage selling, and purchase of the product as well as reduce fake lighters in the market. The plan would be implemented for five years having a total initial investment of P13,135,550 in the first year but is expected to generate an annual profit of approximately P79,402,982 after five years.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022002

Shelf Location

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

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