A marketing plan presented to San Miguel Brewery, Inc.

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

Joel Legaspi

Defense Panel Chair

Regina Dy

Defense Panel Member

Mark Dinio

Abstract/Summary

Beer, being a sin product, is mostly associated with guilt and is restricted from the lifestyles of health conscious individuals. San Miguel Brewery, Inc. saw a potential market among these people, and hence decided to create San Mig Zero to address the underlying need of this possibly new market segment. San Mig Zero was launched with the intention of targeting lapsed beer drinkers aged 35 and above belonging to the Socio-Economic Class A, B, and C1, many of which who have lessened beer consumption due to health consciousness, medical restrictions, and age.

The main goal of the paper is to be the brand of choice among the previously mentioned target market as the lowest calorie, lowest ABV1, and lowest carbohydrate beer option through a plan of action with the support of primary (UAI2) and secondary research. It was discovered from the UAI that San Mig Zero has not yet fully reached out to the target market, and there seems to be some miscommunication especially regarding its nutrition facts. This marketing plan thus focuses on increasing awareness, inducing more trial, correcting present misconceptions about the brand and finally generating more sales and profits through implementing brand activations and utilizing varying forms of media for advertisements. Along with this, computations for costing and pricing, investment plans and estimates of profitability were also done in order to provide a comprehensive perspective of the plan.

This paper aims to convince the target market that beer can be good, and that San Mig Zero is the better beer option that complements healthy lifestyles. Furthermore, this research also intends to hike up San Mig Zero from its current state, and ultimately spearhead its growth and development in the beer industry in the next couple of years.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022171

Shelf Location

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

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