Date of Publication

9-5-2020

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Tirso P. Cinco, Jr.

Defense Panel Chair

Benison Cu

Defense Panel Member

Carlo Saavedra
Cenon Tubil, Jr.

Abstract/Summary

RDF Feed, Livestock & Foods, Inc. (RDFFLFI), is a fully integrated company which owns various business units from feeds, to livestock farming, and even food and restaurant business. One of the business units that RDFFLFI owns is the Fresh Options Meatshop, which houses the Ulam Mismo Sisig Line as one of their banner products. The sisig line has four variants that a customer can choose from—pork sisig, chunky pork sisig, chicken sisig, and chicken and pork sisig. The sisig line of Ulam Mismo is categorized under Ready Meals Category, where it has grown by 7% and 6% in terms of value and volume sales, and it has reached a market revenue of PHP 3.5 billion and 13,600 tons in 2019.

Ulam Mismo Sisig Line has a big potential to the market as it serves true to their statement that their products are fresh, using fresh ingredients, and high-quality meat bred in their own farm. It is time-saving to prepare as it is very convenient, delicious as it gives the true flavor of a sisig from a packed meal product at an affordable price ranging from PHP 64.75 to PHP 89.75 per 250 grams pack.

As Ulam Mismo is far from the radar from its competitors such as Purefoods and Monterey, it aims to increase its brand awareness by 20% to working professionals with fast-paced lifestyle living in Metro Manila, by achieving a 16% minimum sales revenue increase, and an additional incremental sales revenue of PHP 17,000,000.00 through the use of food-hailing mobile applications such as Grab and Foodpanda. There will be different strategies to be implemented starting from October 2020 to September 2021 through various promotional mix. The total IMC cost of PHP 1,762,250.00. All of the strategies will be evaluated through various evaluation of results, and with the execution of these strategies, Ulam Mismo Sisig Line is expecting additional sales revenue from this product line of Fresh Options Meatshop.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Ready meals—Marketing

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Embargo Period

8-17-2022

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