A marketing plan for Century Tuna

Author

• Alvin Clifton Go, De La Salle University, Manila
• Ma. Christina Ruth Ham, De La Salle University, Manila
• Jose Luis Legaspi, De La Salle University, Manila
• Denise Monica Sy, De La Salle University, Manila

Date of Publication

2003

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

Mary Julie B. Tanada

Defense Panel Chair

Leonardo R. Garcia, Jr.

Defense Panel Member

Luz T. Suplico

Abstract/Summary

The fast-changing, dynamic lifestyle of the modern-day Filipino consumer has created a growing consciousness towards, and desire for, a healthy-living lifestyle. Hence, the rising demand for food products, and brands, that give relevant health benefits and at the same time befit the lifestyle of this segment of the market.

Seeing this as a wealth of an opportunity to capture and own a lifestyle brand platform, a marketing plan for Century Tuna is hereby presented. The marketing campaign focuses on repositioning the Century Tuna brand as a lifestyle brand as a means of creating a differentiation from the other brands in the category, and in effect, as a means of expanding the market for canned tuna fish. All these and other consumer insights were validated by a UAI study conducted amongst consumers of canned tuna fish.

This marketing plan also presents how the different marketing mix—from advertising, sales and consumer promotions, PR—can be used to communicate the big idea of living a Century Life. This concept brings into beings the desired lifestyle of the target market that would be the moving factor of the whole marketing campaign. Traditional and non-traditional media opportunities are used to generate the maximum reach in the most efficient way to create and establish the new image that Century Tuna can own.

At the end of the first year of repositioning the brand, a 3% market share volume is estimated to benefit Century Tuna.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16364; CDTU016364

Shelf Location

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

Physical Description

leaves ; 28 cm. + 1 computer optical disc

Keywords

Marketing; Canned foods

Recommended Citation

Go, A., Ham, M., Legaspi, J., & Sy, D. (2003). A marketing plan for Century Tuna. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/18745

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Embargo Period

3-11-2026