ARCE DAIRY

BRANDING CAMPAIGN

COMPANY BACKGROUND

•OPENED business in 1935, by RAMON ARCE SR.•Used the “AMERICAN” technology in making ice cream.

Did you know that:

Arce Dairy was originally “SELECTA”

But due to family conflict, the Arces were forced to sell “Selecta”.

The Arce’s said that if they don’t resurrect their ice cream business, their grandfather might resurrect

from the grave and revive the business himself.

After years of hard work, the Arces finally got back on their feet,

thus “ARCE DAIRY”

Arce Dairy is very proud of their high quality ice

cream product.

• They strictly follow their tradition of using ONLY fresh CARABAO MILK and other fresh ingredients in making their ice cream.

SWOT ANALYSIS

STRENGTH

• More expensive than other brands.• Maintained a clean reputation for making

quality ice cream, proven by several awards given to Arce Dairy.

• Arce Dairy ice cream is scientifically proven much healthier compared to leading ice cream brands.

• Has variety of unique ice cream flavours not available in other brands.

WEAKNESS

• Has very limited advertising/promotion materials, leading to unpopularity amongst the masses.

• Product is poorly distributed, making it available to very limited stores and locations.

•  Not top of the mind when asked about an ice cream product.

• Has a “local” image, therefore viewed as “cheap”.

OPPORTUNITY

• Health and wellness campaigns encouraging people to go for the healthier choice.

• Social media network serving as effective vehicle in product promotion.

THREAT

• Heavy promotion and advertising of competitors.

• Economic Crisis• Entrance of new ice cream brands,

adding competition on market share.• New trends like Frozen Yoghurts, Milk

Tea, etc.

MARKETING MIX

PRODUCT• Arce Dairy started from three generations.

They produce different variety of flavours like Mango, Chocolate, Blueberry Cheesecake, Buko Lechias, Avocado, Quezo Real, Vanilla, Strawberry, Dark Chocolate, Cheese, Ube, Almonds and Chips and many more.

FACT!Arce Dairy actually has their own farm where they get most of their

fresh ingredients especially the “CARABAO MILK” which they use

as base for their ice cream.

PRICEARCE DAIRY ICE CREAM

CONTAINER SIZEPRICE RANGE

425 mL ₱ 70.00 (Classic)₱ 80.00 (Supreme)₱108.00 (Sugar-free)

750 mL ₱ 120.00 (Classic)₱ 205.00 (Supreme)

1.5 L ₱228.00 (Classic)₱408.00 (Supreme, Sugar-free)

PLACEMENT• Arce Dairy has been in business for more

than two decades already but it only has a few branches in the country. Although it has only a total of six main scooping stations and a few mini-stations all in all, these are all placed in locally popular or well-visited areas like malls and plazas.

Scooping stations:

PROMOTION• Unfortunately, Arce Dairy has almost

NO promotion. They’ve produced no TV ad, very few and unmemorable print ads.

• No promotional efforts are done, and they rely on word of mouth to get cutomers.

THE COMPETITION

SELECTA ICE CREAM• One of the leading ice cream brands

in the Philippines, selling a wide variety of ice cream products with reasonable price.

• Was originally owned by the Arce family.

• Their product “MAGNUM” is currently the “it” ice cream.

MAGNOLIA ICE CREAM• Another one of the leading ice

cream brands in the Philippines, with products celebrating the “Pinoy” flavors.

• Reasonable price

BEN & JERRY’s• Imported ice cream brand, known for

innovative flavour combinations, resulting in fun and unique ice cream creations.

• Quite expensive.• The “Yuppie comfort food”.

TARGET MARKET

“Yuppies” or young urban professionals,

20-26 years old, class A-B, male and female, living and

working in/around NCR.

“THE YUPPIE CULTURE”

“I bought this bag

yesterday at Divisoria mall for just

P100!!!”

“The pricier, the better.”

“iPAD 5 now

available!”

YUPPIES CHASE TRENDS!

•What’s in?!•What’s new?!•What’s cool?!

CHOCNUT? FERERRO?

“BRAND CONSCIOUS”

I am what I buy.

“FICKLE-MINDED”They are not loyal to their brand-picks. If something better comes out, they’d

switch quickly.

CONCEPTUAL TARGET MARKET

James is a 25-year old advertising practitioner working at McCann, living

in a condo with his older sister in Makati. He spends his weekdays

working in their office, and after-work hours in nearby malls with his

colleagues. On weekends he plays pro tennis, and then mostly spends his

time watching dvds in his condo.

PURCHASE BEHAVIOUR

• Stressed?• Date?• Friends coming over?• Movie marathon?• Hungry?• Can’t take the heat?• Dessert?

EAT ICE CREAM!!

THOUGHT PROCESS

Target Consumer Group

• Health-conscious, self-indulgent young urban professionals or “yuppies” who have the money to lavishly spend on anything they want, and also who are fickle in choosing their brand choices, depending on what is trending or getting good reviews.

Current Belief:“Local” ice cream is cheap and low quality.

Current Behaviour• Yuppies purchase the brand

that’s “in”. When a new brand is introduced, and hits the “mainstream” air, they easily switch brands.

Desired Future Behaviour

• To make Arce Dairy one of the yuppies’ top ice cream brand choices.

Customer Insight• A lot of my friends and

colleagues eat this new premium ice cream “Magnum”, that’s why it’s also my ice cream choice.

Compelling Future Belief

• Arce Dairy is a high quality, delicious and healthier ice cream that’s in par with imported brands.

SUMMARY of INTERVIEW WITH THE TARGET MARKET

THOSE WHO HAVE TRIED “ARCE DAIRY ICE CREAM”

• 4/5 of the people who are familiar with the brand “Arce Dairy” have claimed that it’s their favourite ice cream in the Philippines.

• Even though they have flavour favourites, they try the different flavours every now and then.

• Though they love Arce Dairy, they consume other brands more often because Arce Dairy is not available on many local stores. But whenever there is Arce Dairy available, it’s their first choice.

• What they love about Arce Dairy is the consistency of the ice cream, the smooth creamy texture, and the mild sweetness of the flavours.

• Most of them found out about Arce Dairy first from personal references like friends, and relatives. Once they tasted Arce, it was immediately their “new” favourite ice cream.

• According to them, the price doesn’t bother them, since the taste is worth the price they pay. They also mentioned that they wish Arce was available to more stores.

5/5 were NOT aware that Arce Dairy uses CARABAO MILK in

their ice cream.

People who are NOT familiar with the brand

ARCE DAIRY

• 2/5 of the people who aren’t familiar with Arce Dairy said that their favourite brand of ice cream is Selecta (particularly Magnum)

• 2 of the 5 said his favourite ice cream is Ben & Jerry’s, and the other one said Haagen Dazs. Those who picked Ben & Jerry’s as favourite said they love the variation in flavours.

5/5 are WILLING to try Arce Dairy if anyone recommends it to them.

ICE CREAM TASTE-TEST!

All 5 of them instantly loved the ice cream!

One feedback that was all and the same from all five is something

about the “creaminess, boldness of flavour, and silky

smooth texture” of the ice cream. They said there’s

something different about it but they couldn’t point a finger on

what it is.

Surprisingly, all 5 declared that it is easily their favourite ice cream, and tastes better than

their past favourites. They said they can’t wait to try the other flavours.

What is your ideal ice cream?

Both the familiar and non-familiar interviewees were

asked what they’d like their ice cream to be.

10/10 prefer that an ice cream is not too sweet, but still rich,

creamy, and smooth in texture. They’d also love the main

flavours to dominate the product. A sugary sweet ice cream is a let-down. They prefer thick ice cream. (THAT’S SO ARCE)

To the yuppies, quality of ice cream and product feedback is vital. If it

hits home, they might actually stick to it. All they need is a good push to

try the product

BUT: “I’ve never heard of it, I wouldn’t buy it.”

INTERVIEW CONCLUSION:

COOKING UP THE BIG IDEA

PROBLEM STATEMENT:

Arce Dairy produces high quality ice cream products that is proven to be better tasting than most leading ice cream

brands and could actually compete with important brands.

BUT, they obviously lack promotions, therefore a lot

of people aren’t even aware that a certain “Arce Dairy”

ice cream brand exists.

And those aware are in a way, PREJUDICED. Arce Dairy

had this “LOCAL” image, making the market think that Arce Dairy is CHEAP,

MEDIOCRE, and NOT WORTH TRYING.

If this was a formula:• Selecta = Magnum = WOW MAGNUM. IKAW

NA.• Ben & Jerry’s = Crazy flavors = FUN!

Arce Dairy = =

Arce Dairy’s advantageous disadvantage.

CARABAO MILK

It is scientifically proven that carabao milk is way more nutritious than cow’s milk.

  It contains protein, fat, lactose, vitamins and minerals, and water. In addition, carabao’s milk is richer and creamier compared to cow’s and goat’s milk due to its high percentage of milk fat which is a good source of energy.

• Carabao’s milk also contains very little cholesterol, compared to other milks.

The carabao milk ingredient makes Arce Dairy ice cream HEALTHIER and

GUILTLESS compared to other brands.

The disadvantage is, “carabao milk” screams “LOCAL”.

There’s a risk of driving away our target market. Therefore

we need to hush on the carabao milk subject.

LOCAL

“ARCE, THE SEXY ICE CREAM.”?

MARKETING OBJECTIVES

• Increase sales• Brand Awareness/Exposure.• Brand Image establishment.

MARKETING STRATEGY

• Reintroduce Arce Dairy with its new “sexy” image.• Take advantage of social

media opportunities in promoting the brand.

ADVERTISING OBJECTIVE

• Trigger the curiosity of the target market and make them try the product.

• Promote Arce Dairy’s new “sexy” image.• Cover up Arce Dairy’s “local/low class”

image to people. • Expose people to the brand.

ADVERTISING STRATEGY

• Launch print ads that will capture the target market’s attention.

• Execute an effective guerrilla ad that stays faithful to Arce Dairy’s new image.

• Release a TVC to be aired during primetime.

• Document the active guerrilla campaign and post it as a viral video.

• Use imagery that implies.

Advertising Strategy Statement

• “Convince (Who-Target): Health-conscious, self-indulgent young urban professionals or “yuppies” who have the money to lavishly spend on anything they want, and also who are fickle in choosing their brand choices, depending on what is trending or getting good reviews.

• That (What-Benefit/Belief): Arce Dairy is not only a very delicious ice cream that’s in par with imported brands but is also healthier compared to other brands.

• Because (Why-Reason Why/Support): Arce Dairy uses only the freshest high quality ingredients in making their ice cream.

Healthy + Delicious = ?

“GUILTLESS PLEASURE”

Creative Execution

OUT OF HOME ADS

BILLBOARD

-To be located along EDSA.

TAXI AD

3 PRINT ADS

• To be published in magazines such as Healthy Living, Men’s/Women’s Health, Cosmopolitan, Glamour, and Yummy magazine.

ACTIVE GUERILLA AD

PASSIVE GUERILLA AD

• Prepared by:

Censon, AngelieCastillo, JedidiahFajardo, PauloFigueroa, Ed KevinPalomo, Christine