A marketing plan for Eight O'Clock Powdered Juice Drink
Date of Publication
2011
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
Jose Luis R. Liongson
Defense Panel Chair
Jhoana Acosta
Defense Panel Member
Luz Suplico-Jeong
Abstract/Summary
The powdered juice industry is not something new to the Philippine market. Eight O Clock is a local product and has been around since the 1980's, initially owned by Sugarland International Products. It is now manufactured and sold by Coca-Cola Bottlers Philippines, Inc.
This marketing plan targets socio-economic classes C2 and D, with its primary target market of Filipino mothers, ages 25 to 45 years old. The secondary target market would be children ages 4 to 12. The objectives are (1) to increase top-of-mind awareness to 65%, (2) increase product trial to 90%, and (3) to increase sales by 35%.
To be able to achieve these objectives, a re-segmentation of the brand, which will be done through a combination of above-the-line and below-the-line advertising, trade and consumer promotions, and public relations programs, will be implemented to be able to cater to the target market.
This one-year marketing plan will require a total of Php64,717,346, which will yield an estimated sales revenue of Php1,093,794,330.50.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTU022017
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Recommended Citation
Dy, D., Ngo, J., Ong, J., & Pages, M. (2011). A marketing plan for Eight O'Clock Powdered Juice Drink. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/18128
