A marketing plan for Sunkist
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
Enrique Vega Da Rosa
Defense Panel Chair
Regina Dy
Defense Panel Member
Nina Poblador
Abstract/Summary
They say experience is the best teacher, so the group only learnt from the best. RFM gave us the opportunity to maximize our practicum learning experience an oppor-tunity that forever changed our lives in a positive light. During our stint in this esteemed corporation, several brands caught our attention, particularly the Sunkist brand. Exposure to the brand opened our eyes to the harsh reality that Sunkist is a forgotten brand and it is no longer the number 1 orange juice brand in the country. This realization inspired the group to choose Sunkist and also to create a way that would return this elapsed brand to its former glory. Months of rigorous research revealed that one of the major factors restricting the Sunkist brand's growth as a whole is the lacking sales contribution of one of its variants namely Sunkist Pulp.
On the other hand, further evaluation of the data gathered brought to light a shining new opportunity which then sparked another dilemma for the group is it safer to pass up on the opportunity to move into greener pastures, far away from the barren wasteland occupied by the dominant juice players or is it worth the risk to create an en-tirely new category, spearheaded by an entirely new Sunkist variant?
This is a story of fighting smart, of finding solitude amidst hostility. This is a story of fortifying Sunkist's chink on its armor as well as establishing an innovative and entirely new product with its own category that can prove to be a beacon of light for the Sunkist. Having already survived the tests of time, Sunkist will surely fight flesh and bone for the title it deserves Sunkist IS the original and THE best orange juice drink in the Philippines.
This is a story of fighting smart, of finding solitude amidst hostility. This is a story of fortifying Sunkist's chink on its armor as well as establishing an innovative and entirely new product with its own category that can prove to be a beacon of light for the Sunkist. Having already survived the tests of time, Sunkist will surely fight flesh and bone for the title it deserves Sunkist IS the original and THE best orange juice drink in the Philippines.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTU022192
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Recommended Citation
De Dios, J., German, L. L., Guidote, J. M., & Yao, G. S. (2013). A marketing plan for Sunkist. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/18251
