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A Marketing Plan for
Oishi Choco Chug
Submitted to
The Marketing Management Department
College of Commerce
University of Santo Tomas
In Partial Fulfillment of the Requirements for the
Degree of Bachelor of Science in Business Administration
Major in Marketing Management
By:
Basilio, Kathie Denise Q.
Mauricio, Therese Eloisa T.
Mendoza, Ericka Jane R.
December 2016
TITLE PAGE
2
APPROVAL SHEET
The Marketing Plan for
OISHI DARK CHOCO CHUG
Prepared and submitted by:
Basilio, Kathie Denise Q.Mauricio, Therese Eloisa T.Mendoza, Ericka Jane R.
Has been approved and accepted as partial fulfilment of the requirements for the
Degree of Bachelor of Science in Business Administration major in Marketing
Management.
____________________________ Prof. Paula Bautista
Adviser
Approved by the Panel on Oral Examination with the grade of ___________ on
________________________________.
____________________ ____________________Examiner Examiner
__________________________Asst. Prof. Riaz Benjamin
Chair, Marketing Management Department
CERTIFICATE OF ORIGINALITY
We hereby declare that this submission is our own work. To the best of our
knowledge and belief, it contains no material previously published or written by
another/other person(s), nor material to which a substantial extent has been accepted
3
for award of any other degree or diploma of a university or other institute of learning,
except where due acknowledgment is made in the text.
We also declare that the intellectual content of this marketing plan is a product of
our own work, even though we may have received assistance from others on style,
presentation, and language expression.
Basilio, Kathie Denise Q.
Mauricio, Therese Eloisa T.
Mendoza, Ericka Jane R.
(Candidates)
Date: _______________
Prof. Paula Bautista
Adviser
Date: _______________
ACKNOWLEDGMENT
First and foremost, we would like to express our sincerest gratitude to our Marketing
Research and Product Management professor, Mrs. Mildred Sevilla for her patience,
guidance and support in writing this thesis.
To our Integrated Marketing Communications professor, Sir Francis de Jesus for his
advice, creative ideas, and support in the IMC part of this thesis.
To our Research I adviser Ms. Paula Bautista for her patience, guidance and all the
extensions of submission deadlines to successfully complete this thesis.
4
To our parents who always understand and supports us for all the late night stay outside
and allowing us to sleepover at other’s houses.
To our thesis group buddies, the REAL Team and X – Cavity for making this thesis –
making times less difficult and fun. God Bless to all of us!
Lastly, to Almighty God who always gives us the strength to continue and to never give
up, and for guiding us through all the hard times.
5
TABLE OF CONTENTS
Page
Title Page i
Approval Sheet ii
Certificate of Originality iii
Acknowledgments iv
Table of Contents vi
Summary of Tables vii
Summary of Figures viii
Summary of Appendices ix
I. Executive Summary 1
II. Scope and Limitations 2
III. Study Background 3
1. Company profile 3
A. Brief history 3
B. Mission/vision 4
C. Product offerings 4
D. Selected product/brand 6
E. Selected product/brand extension 7
IV. Market Situation Analysis 8
1. Macro-environment 8
A. Economic 8
B. Political-legal 10
C. Socio-cultural 11
D. Demographic 12
E. Technological 14
SUMMARY OF TABLES
Number Description Page3.1 Economic Macro-Environment 8
3.2 Political-Legal Macro-Environment 10
3.3 Socio-Cultural Macro-Environment 11
3.4 Demographic Macro-Environment 12
6
3.5 Technological Macro-Environment 14
4.1 Market Size of Total Packaged Food4.2 Market Size of Total Packaged Food per Segment 4.3 Market Size of Dairy Milk Products4.4 `` Projected Market Size of Packaged Food Industry4.5 Projected Market Size of Dairy Segment4.6 Market Shares4.7 Net Profit Margin
19
4.8 Competitor Analysis 25
5.1 Sales Mix 34
5.2 Product Offering, Selling Prices, and Product Description 36
8.1 SWOT Matrix 59
11.1 TOWS Matrix 60
12.1 IMC Activities and Budgets
74
12.2 IMC Collateral Costings
12.3 IMC Advertising Costings12.4 Summary of IMC Expenses13.1 Action Plan: Conceptualize new product 13.2 Action Plan: Develop and launch new variant13.3 Action Plan: Availability of the Product in the School Canteens13.4 Action Plan: Availability of the Product in Sari-Sari Stores13.5 Action Plan: Availability of the Product in other Convenience Stores
13.6 Action Plan: Aggressive Promotion through Traditional Billboards Ad13.7 Action Plan: Aggressive Promotion through Transit Media
13.8 Action Plan: Aggressive Promotion through New Media13.9 Action Plan: Aggressive Promotion through Interactive Marketing Communications13.10 Action Plan: Aggressive Promotion through Sales Promotion14.1 Marketing Budget, Year 2017
7
SUMMARY OF FIGURES
Number Description Page4.1 Market Size of Total Packaged Food Industry
4.2 Market Size of Dairy Industry Segment
5.1 Sales Mix 34
5.2 Distribution Network 39
6.1 Historical Statement of Income, 2013 40
6.2 Historical Statement of Income, 2014 41
6.3 Historical Statement of Income, 2015 42
6.4 Horizontal Analysis 43
6.5 Vertical Analysis 44
12.1 Proposed Facebook Cover Page 64
12.2 Proposed Twitter Cover Page 65
12.3 Proposed Sampling Booth 66
12.4 Proposed Packaging Design 67
12.5 Proposed Bus Rear Wrap Design 68
12.6 Proposed Train Wrap Design
69
15.1 Gantt Chart
17.1 Interim Statement of Income Consolidated17.2 Interim Statement of Income Oaties 17.3 Projected Incremental Statement of Income
SUMMARY OF APPENDICES
Letter Description PageA Survey Questionnaire 116
B Market Survery Results 113
C Market Survey Summary of Findings 132
D Product Development Study 136
E Curriculum Vitae 151
8
EXECUTIVE SUMMARY
Oishi is a brand of Liwayway Marketing Corporation that started manufacturing
first starch and coffee then later on ventured into savoury snacks. They became famous
for their Oishi Prawn Crackers and Kirei Yummy Flakes. Since then, they continue to
increase their product line from savoury snacks to cereals, beverages and milk- slowly
leaning in to healthier food and beverage options. Oishi continues to accomplish their
mission and vision which is to deliver a wide range of quality food products to their
consumer all over the world.
Macro-environmental Analysis show that Filipino consumers are becoming more
conscious on what they eat, preferring more on the healthier food variants. Due to this,
the researchers proposed a product extension of Oishi Choco Chug which is Oishi Dark
Choco Chug, a healthier chocolate milk drink with a small percentage of dark chocolate
to increase its nutritional benefits but maintaining its chocolatey taste.
The proposed product extension targets primarily tweens and teenagers aged 8-
19 years old who loves to drink chocolate milk and wants to try a healthy new flavor and
secondarily, mothers aged 20-35 years old with an SEC of C2 and D. The researchers
will use various interactive marketing collaterals from traditional billboards, transit
media, social networking advertising, product sampling to brand engagement activity
with the objective that the product’s awareness will increase and to encourage the
target audiences for trial purchase.
SCOPE AND LIMITATIONS
The paper that follows shall be governed by the following academic parameters:
1. This research is only limited to ready-to-drink chocolate milk drink in the
Philippines.
2. This research was gathered around Metro Manila having 100 respondents for the
month of November, 2015 for the UAI
9
3. The Concept Testing started from the month of April up to May 2016 with 60
qualified respondents for each concept.
4. The respondents are mothers ages 20-39 with kids ages 4-19. Also, they are
from the SEC C2, and D.
5. The purpose of this research is for researchers to determine the market trends of
RTD chocolate drinks and to analyze, and integrate these findings to their
chosen product- Oishi Choco Chug and finally to make an innovated concept of
the selected brand.
10
HISTORY OF THE COMPANY
Oishi is a brand of Liwayway Marketing Corporation that takes hold of many
product lines including salty snacks, cereals, popcorn, cookies, powdered juices, and
sauces. It was popularized in the snacking industry in the Philippines when it's snack
food products (locally known as chichiria) were made available in sari-sari
stores, vending machines, groceries, convenience stores and supermarkets
nationwide.1
Overview
Who They Are
They started in 1946 as Liwayway was originally a family-owned cornstarch
repacking business. The name "Liwayway" was chosen because it reflected the
optimism of the Philippines after World War II. By 1966, in addition to distributing starch,
the company also was distributing basic commodities, coffee, and confectioneries. It
was incorporated as the Liwayway Marketing Corporation (LMC) in 1966. Brothers
Carlos and Manuel Chan, at the time, were behind the company. The parents of the
Chan brothers had immigrated to the Philippines from Fujian Province, China. Carlos is
the older brother. The company began distributing Oishi Prawn Crackers and Kirei
Yummy Flakes in 1974. The company used Japanese technology to make the products.
Liwayway Marketing Corporation (LMC) is the manufacturer of the Oishi brand of snack
products. At present, their growing product line has expanded to over 50 variants of
salty snacks, cereals, popcorn, cookies, powdered juices, and sauces. Their main
manufacturing facility is located in Imus, Cavite, with satellite factories in Cagayan De
Oro and Cebu City, to strengthen their nationwide distribution. Oishi products are
exported to Japan, Korea, and Hong Kong, among others.
It has been their main objective to produce high quality products at prices affordable to
1 Oishi.com.ph
11
the mass market. With this commitment, they continue their development of new
products and technologies to expand their present consumer base and pursue
international markets.2
Their Brand
Oishi means "delicious" in Japanese. Precisely what each and every item under their
brand is.3
History and Profile
Their history dates back to 1946, when a small family business engaged in the
repacking of flour and coffee products was established through the efforts of Mr. Chan
Lib and his wife, Mrs. See Ying. In 1966, the business was converted into a corporation,
as it expanded into the distribution of pomade, candles, candies and sauces.
By 1974, under the second generation management headed by Manuel Chan, LMC
diversified into the manufacturing of snack foods such as “Oishi Prawn Crackers” and
“Kirei Yummy Flakes.” The snack food business proved to be encouraging that the
company eventually concentrated on this enterprise. Over the years, they invested in
more sophisticated equipment to upgrade the quality of their existing products and to
develop new ones to introduce to the market. “Oishi” became the patent brand for all
their product lines, and has since established itself as a major player in the Philippine
snack food market.
In 1993, under the management of Carlos Chan, they embarked on their first
venture in China, beginning with two companies in Shanghai: Shanghai Liwayway Food
Industries Limited and Shanghai Prawn Cracker Foodstuff Company Limited. Since
then, their China operations have grown to more than 12 companies located all over the
mainland under the head company, Liwayway (China) Company, Limited. Their
products in China are marketed under the brand “Oishi Shanghaojia,” which in 2001,
received the Shanghai Famous Brands award, firmly establishing itself as a major brand
in Shanghai, and the rest of China as well.2 Oishi.com.ph3 Oishi.com.ph
12
A few years later, manufacturing facilities were also set up in Ho Chi Minh City,
Vietnam (1997) and in Yangon, Myanmar (1999), where Oishi is now the leading snack
food brand.
Even up to now, Oishi proves to be strong as it garners a lot of revenue sales
from its snack food product line, competing with the likes of Nova chips, Piattos, Chippy,
and many more.4
Their Philosophy (Mission, Vision)
They aim to be the leading food product company in the markets they serve by
cultivating the following ideals:
▪ Providing their consumers with the widest range of quality food products at best
value
▪ Upholding and living by the creed of business integrity in all their dealings
▪ Developing and nurturing long term relationships with their suppliers, distributors,
and consumers
▪ Maintaining an excellent work force by being involved in the development of their
employees’ skills, knowledge, and attitude5
You are a Good Chef!
A Good Chef delights his consumer with food that smells good, looks good, and tastes
good! In Oishi, we abide by the principles of the Good Chef:
● Clean equipment and good personal hygiene
● Choice ingredients and appealing presentation
● Precise and standardized process for consistent quality
● Efficient and not wasteful
● Cleanliness and safety in the kitchen4 Oishi.com.ph5 Oishi.com.ph
13
Products
Listed below are Oishi's product catalog.
"Oishi Prawn Crackers" is one of Liwayway’s snack food products that enabled their
company to establish itself as a major player in the Philippine snack food market.
● Beverages
Great Lakes, Smart c, Fiber & Fruit, Sundays, Sun Tea
● Cereals
Honey Crimpies, Fruity Rings, Corn Flakes, Choco Flakes
● Chicharon
Marty’s Cracklin’, Baked Porky Popp
● Cookies, Biscuits, and Wafers
Wafu, Wheat Niks, Bread Pan
● Corn Snacks
Shoops, Poppy Pop, Cheese Clubs, Cheez on Chips, Corn Ol’e, Korny Cones, Oheya
● Cuckoo Bags
Weeshee Bag, Cuckoo Bag
● Milk
Oaties
● Peanut Butter
Krewers
14
● Popcorn and Peanuts
Pinattsu Peanut Cracker, Popcorn
● Potato Snacks
Tube Cuts, Jabba, Potato Chips, Potato Crisps, Potato Fries, Ridges, Shoestring
Potatoes, Crispy Patata, Marty’s Baconette Strips, Gourmet Picks
● Savory Snacks
Stick-A-Ling, Ribbed Cracklings, Rinbee
● Seafood Snacks
Fish Crackers, Kirei, Spicy Seafood Curls, Prawn Crackers
● Sweet Snacks
O-Puff, ZIGGS, Choco Lo, Pillows, Sponge Crunch, Choco Plunge
● Vegetable Snacks
Veggie Reggie, Pods, Boggyman, Onion Rings6
6 Oishi.com.ph
15
SELECTED BRAND:
Oishi Choco Chug
The researchers chose Oishi Choco Chug as a subject of this paper because it is
the first chocolate milk drink in the Philippines to have finely-ground oats as an
ingredient. However, it is not known and only few are aware of this product, and despite
having this competitive edge, there are already leading brands that dominate the
industry. So the researchers thought that Oishi Choco Chug is perfect to be the topic of
the paper since it needs more awareness that can be accomplished through a
researched marketing plan
SELECTED BRAND EXTENSION:
Oishi Dark Choco Chug
Out of the three concepts that the researchers proposed, Oishi Dark Choco Chug
won against Oishi Choco Chug Choco Banana and Oishi Choco Chug with Goat’s Milk
because based on the result of the concept testing conducted in Metro Manila. Oishi
Dark Choco Chug had the:
a. highest mean score in believability, degree of liking and purchase intention.
b. 29 out of 60 respondents said it’s their top 1 concept which is the highest
compared to the other two concepts.
So the researchers came up with a decision to choose Oishi Dark Choco Chug as a
brand extension.
16
Economic Macro-Environment Factors
Factor Implication Effect on Product
Per capita annual gross
income expected to
expand faster, rising by an
average of 4.2 per annum
in real terms.7
A possible increase in the
consumer’s purchasing
power and demand
A possible boost in sales
revenue
Consumer expenditure in
NCR forecasts to reach
about 22.7% of country’s
total by 2030 8
A possible increase in
consumption from NCR
population
Increase business sales
in NCR region
Inflation in NCR moved at
a slower pace at 0.2% in
August 9
Possible increase in
consumer’s demand and
reduce manufacturing
costs
Lower chance of price
increase.
Per capita annual gross income
Over the forecast period of 2015-2030, the Philippines’ per capita annual gross income
is expected to expand faster, rising by an average of 4.2% per annum in real terms.
This will be backed by the country’s stable and robust economic growth that is forecast
for the period, driven by strong domestic demand and higher investments. Hence, it
7 http://www.bsp.gov.ph/8 INCOME AND EXPENDITURE: PHILIPPINES, Euromonitor . March 20159https://psa.gov.ph/content/summary-inflation-report-consumer-price-index-2006100-august-2015
17
creates higher purchasing power to the consumers and most likely to increase their
demand affecting our product in a possible increase in revenue.
Therefore, there will be a possible increase in the sales revenue due to increase in the
consumer’s purchasing power and demand.
Consumer Expenditure in NCR
With increasing percentage of consumer expenditures in the Metro, businesses can use
this opportunity to capitalize on it.
There is a possible increase in sales and consumption in the NCR Region.
Inflation in NCR
Inflation in NCR moved at a slower pace at 0.2 percent in August. Last month, it was
pegged at 0.8 percent and in August 2014, 4.4 percent. The downtrend was due to the
annual decrease noted in the index of housing, water, electricity, gas and other fuels.
Slowdowns in the annual growths were also seen in the indices of food and non-
alcoholic beverages; clothing and footwear; transport; recreation and culture; and
restaurant and miscellaneous goods and services.
Due to lower pace of inflation, there is a little possibility that the price will raise, and
there will a possibility of lower manufacturing costs since the price of raw materials will
not increase.
Political-Legal Macro-Environment Factors
Factor Implication Effect on Product
Department of Education
seeks to regulate the
selling of junk food on
There might be change in
the eating habits of the
Students might
patronized nutritional
food products, thus
18
schools.10 students increasing their sales
The forbidding of harmful
drinks in school according
to the Healthy Beverage
Option Act of 2Stro
This act will make more
room for healthy
beverages in
brandsndsnteensss
Our product are highly
likely to be purchased in
schools
DepEd Regulation of Junk Food
Companies are likely to improve the formulation of their products especially since the
Department of Education seeks to regulate the selling of junk foods in schools. Though
implementation is predicted to be weak, companies are expected to balance off any
unfavorable impact of this regulation by creating fortified or healthy biscuits which could
offset any potential decline in volume sales of sweet and savoury snacks. The
introduction of new flavor variants or product formats, meanwhile, will remain prevalent
for pastries, cakes, and ice cream. Small packaging or low volume sizes, on the other
hand, will continually be used to improve the affordability especially of the standard
brands. Promotion through social networking sites, meanwhile, will improve while tri-
media advertisements will slowly give way as tablets and smartphones are becoming
more accessible with the improved availability of low-priced gadgets.
Therefore, students will have an access in healthy and nutritious product and there will
be a possibility of patronizing the nutritional food products, and thus increasing the
sales.
Philippine Government Making Efforts in School to a Healthier Lifestyle
10 Packaged Food in the Philippines, Euromonitor. April 2015
19
The Philippine Government is making an effort for school canteen to lean more on
healthier beverages in accordance to the Healthy Beverage Option Act of 2014. This
Act aims to make the lifestyle of students healthier at school by prohibiting school
canteen in selling unhealthy beverages like soft drinks and energy drinks. The Act will
give parents peace of mind about the drinks that their sons and daughters are buying
since they know that only healthy beverages are being sold in the school canteen and
that they cannot monitor what their children are buying.
Due to this Act, the impact on our product is positive by means of likely to be purchased
in schools since our product promotes a healthy drink being a chocolate drink with a
small percentage of dark chocolate in it.
Socio-cultural Macro-Environment Factors
Factor Implication Effect on Product
Increasingly busy lifestyles
continues to benefit
packaged food in 201411
Increase demand on to-go
products with high
nutritional value.
Increase in sales
Impulse and indulgence
products grows by 6% to
reach Php 132 billion in
2014.12
Habitual eating of impulse
and indulgence products
drives demand.
Industries producing
indulgence products
might have an increase
sales
Demand for
nutrition/staples is expected
to be sustained over
forecast period13
Consumers continue to
purchase nutrition/staples
Consumer demand will
likely be sustained
11 Packaged Food in the Philippines, Euromonitor. April 201512 Packaged Food in the Philippines, Euromonitor. April 201513 Packaged Food in the Philippines, Euromonitor. April 2015
20
Filipino consumers often
buy products recommended
by famous endorsers
14
Use of famous
personalities to advertise
Increase cost of
advertisements
Increase in the demand of
breakfast drinks 15
With a busier lifestyle,
consumers want an “on-
the-go” drink that gives
them a full stomach
quickly
Our product will be
appealing to them and
thus will increase our
sales
Increasingly busy lifestyles
Alongside improving economic conditions, increasingly busy lifestyle influenced
consumer purchasing decisions. With more people joining the workforce, on-the-go food
in general is just one of the many things that consumers are increasingly able to afford.
With less time for preparing, cooking, and even eating food, the convenience offered is
appealing especially to the growing workforce.
Therefore, since the product is convenient and ready – to – drink there is a high chance
that there will be an increase in sales.
Impulse and Indulgence Products
Demand for impulse and indulgence products was sustained in 2014 with value growth
of 6%. Despite being discretionary food item, consumers continued allot a proportion of
their budget to impulse and indulgence products since it is customary for them to eat
sweet and savory snack food during their break time. It makes relaxation time more
pleasing as one nibbles on food that one enjoys or is rich in flavor which also helps one
get by between their meals.
14 Consumer Health in the Philippines, Euromonitor. June, 201515 Consumer Lifestyles in the Philippines, Euromonitor 14 Oct 2015
21
Therefore, there will be a raise in sales since the product is an indulgence product.
Demand for Nutrition/Staples
Demand for nutrition/staples is expected to be sustained over the forecast period(2014)
despite the growing number of restaurants in urban areas. Consumers will continue to
purchase nutrition/staples to ensure a steady supply of food in a household for
instances when eating outside is inconvenient such as when there is a heavy downpour
of rain. Furthermore, regular eating out is only likely among affluent consumers while
regular households are expected to balance this out with the preparing of home cooked
food to ensure that their expenses do not exceed their budget.
Therefore, consumers will likely to continue to purchase nutrition/staple food. Hence,
there will be a sustained demand for our innovated product.
Marketing Campaigns Featuring Celebrities
Manufacturers and retailers continued to use popular local celebrities to endorse their
brands and products. Noting that Filipino consumers often buy products which are
recommended by credible and famous endorsers, manufacturers invested in
advertisements which featured local actors and actresses. These marketing campaigns
made Filipinos feel more comfortable purchasing new products from both existing
players and new entrants.
Therefore, there will be a probability of using celebrities to advertise the product and
thus, a higher advertising costs.
Emergence of Breakfast Drinks
What the consumers want nowadays are quick breakfast drinks that suits their busy life.
A healthy breakfast drink that they can easily buy and drink anywhere they go.
22
Our product can satisfy this demand because we offer a healthy drink in tetra pack with
a small percentage of dark chocolate in it plus finely-ground oats that is perfect for
making the stomach full quickly if you are in a hurry. Our product can also be drank
anytime not only as a breakfast drink but as a snack too.
Demographic Macro-Environment Factors
Factor Implication Effect on Product
Philippines is one of the
countries with highest
shares of 3-12 years old in
emerging markets16
Children are increasingly
recognized as
independent consumer
group
Increase in sales from
children consumption
Urban population will grow
by 51.7% in 2012-2030 to
reach nearly 72 million in
2030.17
Expected increase in food
and beverages demand of
the people living in the
urban
Potential increase in the
target market.
Emerging Markets
The share of 3-12 year-olds was highest in the emerging markets of the Philippines,
South Africa, India, Venezuela and Mexico, at above 18% in all five countries. These
markets are still witnessing relatively strong birth rates and youthful populations.
Therefore, since our product’s target market include the tweens there will be continuous
growth in children consumption and thus, a possibility of increase in sales.
Urbanization
16 Toddlers to Tweens: Consumption Habits of Global 3-12 year olds. Euromonitor. July 201517 PHILIPPINES IN 2030: THE FUTURE DEMOGRAPHIC, Euromonitor. November 2013
23
The population in the Philippines was predominantly rural in 2012 with 49.1% of the
population residing in urban areas. However, the urban population should overtake the
rural population in 2016 and by 2030 the share of urban population should reach 56.3%.
Thus, there will be potential increase in the target market meaning more demands and
more profit by the company.
Technological Macro-Environment Factors
Factor Implication Effect on Product
More and more companies
are easing their way into
milk products industry18
A need to develop a
competitive advantage
over other competitors
Innovation of products or
differentiation of products
offered.
Adolescents are more into
social media, spending
most of their time in
reading news and updating
status.19
Use of social media as a
tool for advertising
products
Product awareness and
information provision will
be easier and efficient.
Increasing Competitors in the Market
Drinking milk products is one of the biggest categories in packaged food. Being mature
poses several challenges, one of which is the decreasing prospects of attaining robust
growth. One way companies address this is by fortifying milk with vitamins and/or
minerals to ensure continued consumption among consumers. This holds true for
products targeted at both children and adults. Although milk is known to naturally
contain beneficial nutrients, the addition of vitamins and/or minerals provides 18 Drinking milk products in the Philippines, Euromonitor. July 201519 New Emerging Markets: Nigeria, Indonesia, Mexico, the Philippines, and Turkey. Euromonitor .February 2015
24
consumers with more reasons to consume drinking milk products on a regular basis.
This was among the factors that contributed to the category’s slightly faster value
growth of 5% in 2015.
Therefore, there should be a competitive edge the innovated product can offer for the
company to continue to survive in the market.
Growing use of social media
Social media use has also boomed in the Philippines, where there were 30 million
Facebook users by 2013. Filipino Facebook users are very active, spending
considerable amounts of time reading the news feed and posting status updates.
According to gethooked360.com, 40% of Facebook users in the Philippines are aged
18-24 years, and usage is fairly evenly split between males and females.
Therefore, we should utilize the use of social media not only to advertise but also make
sure that there is a positive image the brand has and also get useful information from
the target market that can help to improve the product.
2. The Market
Segment, size and needs
Liwayway Marketing Corporation’s Oishi Choco Chug is part of the Drinking Milk
product, a sub-segment of Dairy, which is under the Packaged Food Industry. Drinking
Milk product in the Philippines has different categories which are Powder Milk, Milk
Alternatives, Other Milk Alternatives, Flavoured Milk Drinks, Flavoured Milk Drinks with
Fruit Juice, Milk, Fresh Milk, Shelf Stable Milk and Goat Milk20. All these categories have
various characteristics that serves their purpose depending on the needs of the
consumers.
Drinking Milk product has different categories that caters to the need of the
consumers depending on their preference. If you are lactose intolerant, there are Milk
20 DRINKING MILK PRODUCTS IN THE PHILIPPINES, Euromonitor. September 2016
25
Alternatives and Goat Milk that are available for your sensitive tummy. Powder Milk has
always been a drink for kids especially in their formative and growing years. However,
there are also powder milk available for young adults like Bear Brand Plus and even
mature adults like Anlene to keep their bone strong and healthy.
26
Table 4.1
Market Size of Total Packaged Food
Industry per Segment
Years 2014 and 2015
Segment 2014 Growth 2015
Baby Food 35,546.42 4.2% 37,049.46
Baked Goods 38,935.63 5.0% 40,894.35
Biscuits and Snack
Bars
29,427.31 9.4% 32,197.22
Breakfast Cereals 4,332.90 7.1% 4,641.28
Confectionary 33,462.67 4.9% 35,287.28
Dairy 68,838.47 3.4% 71,566.02
Ice Cream and
Frozen Desserts
10,901.45 4.2% 11,377.58
Oils and Fats 54,853.77 6.6% 58,486.79
Processed Fruit
and Vegetables
9,917.80 4.9% 10,400.39
Processed Meat
and Seafood
72,143.28 6.3% 76,688.41
Ready Meals 3,718.14 8.0% 4,014.34
Rice, Pasta and
Noodles
36,612.28 7.4% 39,313.48
27
Sauces, Dressings
and Condiments
24,610.37 4.9% 25,808.45
Soup 1,752.11 5.9% 1,855.16
Spreads 3,825.19 2.9% 3,937.45
Sweet and Savory
Snacks
46,029.46 7.4% 50,774.73
Total Packaged
Food
474,907.24 504,416.39
28
Table 4.2
Percentage Market Size of Total Packaged Food per Segment
Years 2014 and 2015
Segment 2014 2015
Baby Food 7.48% 7.34%
Baked Goods 8.20% 8.11%
Biscuits and Snack Bars 6.20% 6.53%
Breakfast Cereals 0.91% 0.92%
Confectionary 7.05% 7.00%
Dairy 14.50% 14.19%
Ice Cream and Frozen
Desserts
2.30% 2.56%
Oils and Fats 11.55% 11.59%
Processed Fruit and
Vegetables
2.09% 2.06%
Processed Meat and
Seafood
15.19% 15.20%
Ready Meals 0.78% 1.02%
Rice, Pasta and Noodles 7.71% 7.79%
29
Sauces, Dressings and
Condiments
5.18% 5.12%
Soup 0.37% 0.37%
Spreads 0.81% 0.78%
Sweet and Savory Snacks 9.69% 10.07%
Total Packaged Food 100% 100%
30
Figure 4.1
Market Size of Total Packaged Food
Industry per Segment
Years 2015
Table 4.1 shows the comparison of the market size per segment of the Packaged
Good industry in 2014 and 2015. Biscuits and Snack Bars has the highest percentage
of growth with a 9.4% increase of market size from 29,427.31 in 2014 to 32,197.22 in
2015. However the segment having the lowest growth rate is the Spread. And the
segment with the biggest percentage of market size in 2014 as well as 2015, is the
Processed Meat and Seafood segment with 15.19% in 2014 and 15.20% in 2015. While
the Dairy segment, where our product belongs, has the second biggest percentage of
market size both in 2014 and 2015. Although it is the second there is a slight decrease
in the percentage of market size of the Dairy segment from 14.50% in 2014 and 14.19%
31
in 2015. And the segment having the lowest market share is the soup segment with only
0.37% both in 2014 and 2015.
32
Table 4.3
Market Size of Dairy Milk Products
Segment
Year 2014 and 2015
Sub-Segment 2014 2015
Flavoured Milk Drinks 3,536.95 3,713.80
- Dairy Only Flavoured Milk
Drinks
3,536.95 3,713.80
- Flavoured Milk Drinks
with Fruit Juice
- -
Milk 2,862.34 3,144.08
- Cow's Milk 2,862.34 3,144.08
-- Fresh Milk 49.60 25.26
-- Shelf Stable Milk 2,812.73 3,118.82
- Goat Milk - -
Powder Milk 31,664.58 32,614.52
Milk Alternatives 1,322.97 1,346.79
- Soy Drinks - -
- Soy Milk 1,322.97 1,346.79
33
- Other Milk Alternatives - -
Total Drinking Milk
Products
39,386.84 40,819.19
34
Figure 4.2
Market Size of Dairy Industry Segment
Year 2015
We classify Dairy Milk Products into different categories namely Powder Milk,
Milk Alternatives, Other Milk Alternatives, Flavoured Milk Drinks, Flavoured Milk Drinks
with Fruit Juice, Milk, Fresh Milk, Shelf Stable Milk and Goat Milk. The increase in Total
Drinking Milk products, as shown in Table 4.3, is driven by the fact that Filipinos have a
busy lifestyle because they are using drinking milk products as an alternative to a snack
or energy drink21. Powder Milk has the largest market share since this has the widest
brand offerings catering to a broad range of age.
B. Growth and Trends
Table 4.4
21 DRINKING MILK PRODUCTS IN THE PHILIPPINES, Euromonitor. September 2016
35
Projected Market Size of Packaged Food Industry
Years 2016 and 2017
Segment 2016 Growth 2017
Baby Food 38,203.73 2.20% 39,046.81
Baked Goods 41,626.23 1.81% 42,379.82
Biscuit, and Snack
Bars
33,717.58 4.10%35,101.01
Breakfast Cereals 4,807.80 3.90% 4,995.13
Confectionary 36,131.67 2.03% 36,865.57
Dairy 73,030.17 2.03% 74,510.27
Ice Cream and
Frozen Desserts
11,688.12 2.73% 12,007.37
Oils and Fats 59,803.30 2.31% 61,185.70
Processed Fruit
and Vegetables
10,637.09 2.31% 10,883.27
Processed Meat
and Seafood
79,025.74 2.86% 81,289.77
Ready Meals 4,209.65 4.97% 4,418.93
Rice, Pasta and
Noodles
40,709.78 3.33% 42,067.74
Sauces, Dressings 26,167.51 1.34% 26,517.14
36
and Condiments
Soup 1,895.42 2.11% 1,935.47
Spreads 3,949.65 0.70% 3,977.39
Sweet and Savory
Snacks
53,617.22 4.65% 56,110.90
Packaged Food 519,220.65 533,292.28
Table 4.5
Projected Market Size of Dairy Segment
Years 2016 and 2017
Sub-Segment 2016 Growth 2017
Flavoured Milk
Drinks
3,892.06 1.71% 3,958.48
- Dairy Only
Flavoured Milk
Drinks
3,892.06 1.71% 3,958.48
- Flavoured Milk
Drinks with Fruit
Juice
- - -
Milk 3,482.90 7.12% 3,730.90
- Cow's Milk 3,482.90 7.12% 3,730.90
-- Fresh Milk 18.44 (18.06%) 15.11
37
-- Shelf Stable Milk 3,464.46 7.25% 3,715.79
- Goat Milk - - -
Powder Milk 33,429.88 2.25% 34,180.53
Milk Alternatives 1,393.93 3.67% 1,445.04
- Soy Drinks - - -
- Soy Milk 1,393.93 3.67% 1,445.04
- Other Milk
Alternatives
- - -
Total Drinking Milk
Products
42,198.76 2.65% 43,314.95
The researchers have identified the following trends in the Dairy segment, a sub
- segment of Packaged Food Industry:
A. There is a growing health consciousness among the Filipino consumers. The
busy lifestyles in the country continues to increase, especially among urban
dwellers, which led to increased consumption of drinking milk products as an
alternative to a snack or an energy drink.
B. All major brands in flavoured milk drinks in the Philippines can be stored at
ambient temperatures. Inventory management for ambient flavoured milk drinks
is also less challenging due to its longer shelf life.
C. There is a negative growth of Fresh Milk. Grocery retailers outlets tend to offer a
wider range of brand options in shelf stable milk compared to fresh milk. This
38
results in the higher patronage of shelf stable milk, while fresh milk caters only to
a niche audience.
D. Ready - to - drink format is the most milk alternatives available in grocery
retailers’ outlets in the country, with soy milk leading it.22
D. Industry ParticipantsThe top industry participants that are our main competitors, under Drinking Milk
Products, are as follows:
1. Nestle Philippines Inc.
2. Magnolia Inc. (San Miguel Corporation)
3. RFM Corporation
4. Alaska Milk Corporation
D. Market Shares
% Retail Value
RSP
Company NBO 2013 2014 2015 2016
Chuckie
(Nestlé SA)
Nestlé
Philippines Inc
4.26 4.27 4.35 4.42
Magnolia (San
Miguel Corp)
Magnolia Inc 1.27 1.24 1.25 1.27
Selecta RFM Corp 1.18 1.14 1.21 1.26
Alaska Alaska Milk
Corp
- - - -
Substitute Substitute 79.61 79.83 83.09 85.97
22 DRINKING MILK PRODUCTS IN THE PHILIPPINES, Euromonitor International, September 2016
39
Others Others 13.66 13.51 10.06 7.06
Total Total 100.00 100.00 100.00 100.00
The Nestlé Philippines Inc leads drinking milk products with a value share of 50%
in 2016 and a Market share of 4.42%. This is partially due to the brand’s wide category
of drinking milk products, such as dairy only flavoured milk drinks, powder milk and shelf
stable milk. Nestle’s favourable position is also due to the brand’s reputation of
providing high - quality products, sustained promotions, its use of various pack sizes,
Chuckie started using 150ml pouches as a packaging format during the fourth quarte r
of 2015, to improve affordability and the extensive distribution of its products and
brands.23
23 DRINKING MILK PRODUCTS IN THE PHILIPPINES, Euromonitor International, September 2016
40
E. Profitability
Table 4.7
Net Profit Margin
As of 2014 and 2015
Company (Brand) 2014 Net Profit Margin 2015 Net Profit Margin
Liwayway Marketing Corp
(Oishi)
3.12% 4.03%
Nestle SA (Nestle) 12.31% 12.48%
San Miguel Corp
(Magnolia)
5.10% 5.90%
Zesto Corp. (Zest-O) 2.13% 3.83%
(Net Profit Margin indicated above are for the entire company)
In 2014, Nestle SA (Nestle Chuckie) has the highest net profit margin with
12.31% and also in 2015 with the slight increase in the net profit margin- 12.48%. It is
then followed by San Miguel Corp (Magnolia Chocolait) with 5.10 in 2014 and 5.90 in
2015. Then we have Liwayway Marketing Corp (Oishi) for the third place with 3.12% for
2014 and 4.03% 2015. Last is Zesto Corp. (Zest-O) with 2.13% net profit margin in 2014
and 3.83% in 2015. All companies have had increases in their net profit margin.
F. Seasonality
The peak seasons for drinking milk products are during summer period, which is
under the months of March - early June. Wherein consumers look for something
41
refreshing and cold to drink, as well as convenient for them. Ready - to - drink products
is one of the well suited products for this kind of season.
42
G. Competitor Analysis
Table 4.8
Competitor Analysis
Product Chocolate milk
drinks in tetra paks
Chocolate milk
drinks in tetra paks
Chocolate milk
drinks in tetra paks
Target Market Male and Female
from SEC AB, C1,
& C2
Male and Female
from SEC AB, C1,
C2
Male and Female
from SEC C1, C2,
D
Age 6-35 Age 6 - 35 Age 6 - 35
Positioning “Nestle Chuckie,
my chocolatey
buddy”
-Nestle Chuckie
positions itself as
chocolate milk drink
that you can have
as baon or almost
anywhere and
anytime
“Magnolia
Chocolait, Fun that
Nourishes”
-Magnolia Chocolait
focuses on the
health benefits a
child needed and
thus are fortified
with so many
vitamins and
minerals.
“The Anytime
Chocolate Milk
Drink”
-Zesto Choc-O can
be drank hot or cold
and you can drink it
anytime of the day-
breakfast, lunch,
meryenda or even
before bedtime.
Features and Nestle Chuckie is Magnolia Chocolait Zest - O Choc - O
43
Benefits sterilized,
recombined and
homogenized high
grade chocolate
flavored milk
fortified with
CALCI-N, for
stronger bones.
is packed with
Taurine and
Chlorella Growth
Factor (CGF) plus
other vitamins and
Calcium, Vitamin
D3, and
Phosphorus for
strong bones, B
vitamins (B1, B2,
B6, B12) to aid
metabolism and
boost appetite,
Vitamin A for better
eyesight
has vitamins A, C,
Iron and Calcium
Packaging Yellow tetra pak
with cartoonized
cow skating on a
wave of chocolate
Disney packs
featuring Mickey
and friends, Cars,
and Disney
Princesses
Tetra-pack and
doy-pack with a
cartoonized cow
wearing a cowboy
attire
Labelling Blue and yellow
colors that includes
the nutritional facts,
Different colors of
different Disney
characters
including the
nutritional facts,
manufacturer’s
Blue, brown, green
and yellow colors
that has nutritional
facts, contact
details of the
manufacturer,
44
details,
manufacturing date
and best before
date
manufacturing
date, and best
before date
Wholesale and
Suggested retail
prices
110ml=Php10.00-
15.00
180ml-Php20.00-
25.00Php
250ml- Php30.00-
35.00
250ml-Php30.00-
35.00
250ml-Php25.00-
30.00
Product distribution Sold in all leading
supermarkets like
SM Supermarket,
grocery stores,
drug stores etc.,
and convenience
stores like seven-
eleven and through
online purchasing
Sold in all leading
supermarkets,
convenience stores,
drugstores, etc. and
online buying
Sold in all leading
supermarkets,
convenience stores,
drugstores, etc. and
online buying
Merchandising Products are
arranged by
packaging type,
product type and
variants on the
gondolas of
Supermarket and
shelves of
Products are
arranged by
packaging type,
product type and
variants on the
gondolas of
Supermarket and
shelves of
Products are
arranged by
packaging type,
product type and
variants on the
gondolas of
Supermarket and
shelves of
45
convenience store.
In, sari - sari stores,
sample product is
placed in front of
the store while the
actual product is
placed in
refrigerators.
convenience store.
In, sari - sari stores,
sample product is
placed in front of
the store while the
actual product is
placed in
refrigerators.
convenience store.
In, sari - sari stores,
sample product is
placed in front of
the store while the
actual product is
placed in
refrigerators.
Marketing
Communications
TV Commercials,
pre - roll ads, radio,
Billboards, blog
sites, website,
social media sites,
product bundling,
events, free product
trials, and by word -
of - mouth.
TV and radio
commercials,
Billboards, media
sites, blogs,
websites, posters
and by word - of -
mouth.
TV and radio
commercials,
Billboards, internet
(social media sites,
blogs, websites) pre
- roll ads and by
word - of - mouth.
V. Brand Sales Performance Review
1. Sales Mix
Table 5.1
Product Sales Mix, 2015
Item Percentage Sales Mix
Sweet and Savoury Snacks (Oishi) 85%24
24 PACKAGED FOOD IN THE PHILIPPINES, Euromonitor International, September 2016
46
Breakfast Cereals (Choco Flakes) 7%25
Drinking Milk Products (Oaties) 5.64%26
Concentrates (Sundays) 2.36%27
Total 100%
Figure 5.1
Product Sales Mix, 2015
85%
7%6% 2%
Sales Mix, 2015
Sweet and Savoury Snacks (Oishi)Breakfast Cereals (Choco Flakes)Drinking Milk Products (Oaties)Concentrates (Sundays)
Oishi brand’s top sales are the products under the category Sweet and Savoury snacks
with 85% which comprises the potato snacks, vegetable snacks, corn snacks, sweet
snacks, seafood snacks, peanuts, etc., in which they are known for. The second top
product category of Oishi is under the Breakfast Cereals, which are the Honey
Crimpies, Fruity Rings, Corn Flakes and Choco Flakes Cereals with 7% of sales. While
the drinking milk products category, where our product belongs, has 5.64 % of the sales
of Liwayway Marketing Corporation for 2015. And lastly, the concentrates category
under the soft drinks industry consists of the brand Sundays with only 2.36%.
25 BREAKFAST CEREALS IN THE PHILIPPINS, Euromonitor International, October 201626 DRINKING MILK PRODUCTS IN THE PHILIPPINES, Euromonitor International, September 201627 CONCENTRATES IN THE PHILIPPINES, Euromonitor International, February 2016
47
2. Product Offering, Selling Prices and Product Description
a. Beverages
Table 5.2
Beverages
Item Price (Php) Description
Hi Coffee An instant coffee with variants like the
original available in a 20g pack, Choco
Coffee Mix, and Vanilla Caramel both
available in a 22g pack.
Great Lakes Juice 250ml -
Php20.00
1L - Php70.00
An all - natural fruit juice made with
finest fruits. Available in 250ml and 1L
pack with 4 variations (Fruit and
Vegetable Mix, Pure Pressed Apple,
Red Grapes, Tropical Fruit Blend Fruit
Mix)
Smart C 350ml - Php
20.00
500ml - Php
23.75
Contains natural fruit juices and has no
artificial colors, preservatives, and
flavors with 500mg of Vitamin C in
every 500ml bottle which boosts the
immune system28 Available in 350ml
and 500ml with 5 variants (Calamansi
Splash, Dalandan Burst, Lemon
Squeeze, Orange Crush, Pomelo,
28http://www.philstar.com:8080/science-and-technology/2012/11/22/870265/smart-c-offers-vitamin-packed-beverage
48
Grapefruit)
Fiber Fruit Php 20 - 25.00 Convenient and refreshing drink that
contains 5g of fiber in every 350ml
bottle.29Available in 350ml and 500ml
with 3 different flavors (Apple, Grape
and Peach)
Sundays Php10.00 An instant powdered drink mix with
100% daily recommended Vitamin C.
Available in 35,180 and 360 grams with
5 variants (Blends: Orange Mango,
Mango, Melon, Orange and Pineapple)
Sun Tea Php8.00 Instant Iced Tea Mix with Vitamin A, C,
B2, B3, B6, B9 and E and with 100%
daily recommended Vitamin C.
Available in 35g with flavors Wild
Strawberry and Zesty Lemon.
B. Cereals
Item Price (Php) Description
Honey Crimpies Php70.00 A healthy cereal loaded with vitamins
A, C, D and B Complex available in
180 g30
Fruity Rings Php. 56.50 A delicious breakfast meal. It has
colorful rings cereal fortified with
29http://www.philstar.com:8080/science-and-technology/2012/11/22/870265/smart-c-offers-vitamin-packed-beverage30 http://oishi.com.ph/products/honey-crimpies/
49
Vitamins A, C, D and B Complex
available in 180g pack31
Corn Flakes Php70.00 A corn cereal that is high in Iron and
Vitamins A, D and B Complex available
in 180 g32
Choco Flakes Cereal 16.00 A chocolate cereal that has Vitamins A,
C, D, B Complex and Calcium
available in 5g, 22g, 90g and 180g
packs33
C. Chicharon
Item Price
(Php)
Description
Marty’s Cracklin’ 22g- Php 4.95
90g- Php 16.50
Vegetable Chicharon snack available in
22 and 90 grams with 4 variants
(Chicken Inasal, Plain Salted, Salt and
Vinegar, and Spicy Vinegar)
Baked Porky Popps 17g- Php 12.95
34g- Php 24.50
Fried pork chicharon snack made by
lean pork skin baked with hot air jets,
popped to biting perfection, made either
be Hot and Spicy or seasoned with
Classic Vinegar. One - third less fat than
traditional fried pork chicharon. Available
31 https://www.goods.ph/oishi-fruity-rings-180g-8682.html32 https://www.goods.ph/oishi-corn-flakes-180g-8681.html33 http://oishi.com.ph/products/choco-flakes/
50
in 17 and 34 grams.
D. Cookies, Biscuits and Wafers
Item Price
(Php)
Description
Wafu 14g- Php4.00
40g- Php
Rolled wafer sticks with creamy filling
either Cheddar Cheese, Chocolate or
Leche Flan. Available in 14 and 40
grams.34
Wheat Niks Php. 4.75 Flavoured cookie snack available in
Chocolate, Mocha and Vanilla Cream
Flavors in a 28g pack.35
Bread Pan Php 8.00 A Savory toasted bread that has
different flavors like buttered toast,
cheese and onion, toasted garlic and
whole wheat cheddar. Available in 24
and 42 gram packs.36
E. Corn Snacks
Item Price
(Php)
Description
Crunchy Karls Php 5.00 Corn Snack Cheese Flavor available in
34 http://oishi.com.ph/products/wafu/35 http://oishi.com.ph/products/wheat-niks/36 http://oishi.com.ph/products/bread-pan/
51
25g.37
Shoops Php 4.75 Corn Snack with twirly appearance in
Cheese flavor 24g pack.38
Cheese Clubs Php 5.00 Cheese Flavored Corn snack available
in 23g.39
Cheez on Chips Php 4.20 A cheese flavored chips that comes in a
22g pack.40
Corn Ol’e Php 4.20 Rolled Corn Pops. Choice of corn is
thinly rolled and cooked in hot oil for that
light crispiness that’s unique. Available
in 22g.41
Oheya Php 8.60 Multi - grained snack enriched with
Vitamin A. Available in Barbecue,
Cheese and French Onion Flavors in 20
or 40 grams pack.
F. Cuckoo Bags
Item Price (Php) Description
Weeshee Bag 64.00 The Weeshee bag has a Yuletide theme
packaging that is great as a Christmas
gift. It contains 10 assorted snacks.
Cuckoo Bag 100.00 The Cuckoo Bag is also in a Yuletide
37 http://oishi.com.ph/products/crunchy-karls/38 http://oishi.com.ph/products/shoops/39 http://oishi.com.ph/products/cheese -clubs/40 http://oishi.com.ph/products/cheez-on-chips/41 http://oishi.com.ph/products/corn-ole/
52
theme packaging but it contains 14
assorted snacks and a premium item in
it- an Oishi collectible.
G. Milk
Item Price (Php) Description
Oaties 250ml- Php
19.50
1L- Php 71.50
A healthy ready-to-drink milk that is a
good source of anti-oxidant, manganese
and selenium, and contains beta-glucan
that stabilizes blood sugar. It is also
available in chocolate flavor and rocky
road flavor in 110ml, 250ml and 1L
packs.42
H. Popcorn and Peanuts
Item Price (Pesos) Description
Mobsters 7.50
13.50
It is a Chicago-style snack made with a
mix of sweet caramel and savory
cheese flavor.
Pinattsu Peanut Cracker It is a peanut snack that comes in garlic
& salt and seaweed flavor. It is also
available in 32g and 120g
Popcorn 13.50 It is a ready made pre-packaged
42http://www.bworldonline.com/content.php?section=Arts&Leisure&title=oishi-launches-new-products&id=79310
53
popcorn available in 60g and 36g for the
Caramel flavor and only 60g for the
Chocolate flavor.
I.Potato Snacks
Item Price
(Pesos)
Description
Tube Cuts Php 4.75 A potato snack that has barbecue,
cheese, and classic flavor. It comes in a
16g pack each flavor.
Jabba Php 4.75 A baked potato snack that comes in two
flavors- cheese and pizza. Both are
available in a 20g pack.
Potato Chips 22g- Php
10.50
60g- Php
24.50
A crispy potato snack that have five
different flavors- country barbecue,
french onion, plain salted, sweet &
spicy, and tomato.
Potato Crisps 18g- Php 5.50
50g- Php
12.50
A crunchy potato snack that is available
in cheese, tomato, beef & chili, and
creamy garlic flavor.
Potato Fries 21g- Php 4.95
50g- Php
A beer match snack that is not fried but
instead baked that has variants like
barbecue, cheese, plain salted and
54
11.50 tomato ketchup. Available in 5g, 21g,
and 50g packs43
Ridges 60g - Php
23.25
A thin-sliced potato snack available in
many flavors: barbecue, cheese, cheese
and garlic, onion and garlic, and wasabi
in pack sizes 22g and 60g.44
Shoestrings Potatoes Php 4.50 A thin-striped sliced potato snack
available in chili ketchup, hickory
barbecue and plain salted flavors in 20
gram pack45
Crispy Patata 5g- Php
24g- Php
18.50
90g- Php
Baked potato snack available in 5g, 24g
and 90g pack
Marty’s Baconette Strips 23g- Php 4.95
35g- php
10.50
90g- Php
19.50
A bacon-flavored snack in thin strips
available in 23, 35 and 90 grams46
Gourmet Picks 30g- Php A thin potato chips in a not so ordinary
43 http://oishi.com.ph/products/potato-fries/44 http://oishi.com.ph/products/ridges/45 http://oishi.com.ph/products/shoestring-potatoes/46 http://oishi.com.ph/products/martys-baconette-strips/
55
18.50
120g- Php
59.50
flavors like Kimchi, natural sea salt, and
Wasabi and Nori available in 30 and
120g47
J. Savory Snacks
Item Price
(Pesos)
Description
Panchos 32g- Php
7.50
A thin traditional-style tortillas chip snack
available in barbecue, nacho cheese
and taco in 32 gram pack48
Stick-A-Ling Php 14.59 A snack similar to shingaling filipino
snack that has plain salted and salt and
vinegar flavor available in 60g
Ribbed Cracklings 5g- Php
24g- Php
50g- Php
11.50
100g- Php
A thick and square ribbed snack that has
a classic flavor of salt and vinegar
available in 5g, 24g, 50g and 100g
packs
Rinbee Php 4.75 Cheese sticks snack available in 5 and
24 grams
47 http://oishi.com.ph/products/gourmet-picks/48 http://oishi.com.ph/products/panchos/
56
K. Seafood Snacks
Item Price (Pesos) Description
Fishda Php 16.25 A fish cracker that has a similar taste
with fish ball that comes in a 60g pack.
Fish Crackers Php 18.00 A fish snack that has a hint of spicy and
sour taste in it. It’s available in 5g, 24g,
90g packs.
Kirei 5g- Php
20g- Php
45g- Php
11.50
60g- Php
18.50
A shrimp flavored cracker that is fortified
with Vitamin A and comes in 5g, 20g,
45g, 60g packs.
Spicy Seafood Curls Php 4.75 A spicy shrimp flavored snack. This one
is in curls and available in a 24g pack.
Prawn Crackers 5g- Php 4.95
24g- Php
11.50
60g- Php
A shrimp cracker that comes in the
flavor of original, spicy, and sweet &
extra hot. It is in packs of 5g, 24g, 60g,
and 100g.
57
18.50
100g- Php
L. Sweet Snacks
Item Price
(Pesos)
Description
O-puff Php 10.00 Cream filled marshmallows either
chocolate or mango filling available in 84
grams pack.
ZIGGS 36g- Php 7.50
100g- Php
Chocolate coated granola clusters
available in 100 and 36 grams.
Choco Lo Soft - bite choco filled crackers available
in 30g pack.
Pillows 24g- Php 7.50
38g- Php
Flavor - filled crackers (chocolate or
ube) enriched with Vitamin A. Available
in 24g and 38g, Ube - flavor is also
available in 150 g.
Sponge Crunch 120g - PHP
29.75
Flavor - soaked snack (Cappuccino,
Cheese and Chocolate). Cheese and
Chocolate are available in resealable zip
lock. Cappuccino is available in 30g
while Cheese and Chocolate is available
in 30 and 120 grams.
58
Choco Plunge 120g - PHP
33.00
Choco coated corn flakes in a
resealable zip lock packaging available
in 30 and 120 grams.
M. Vegetable Snacks
Item Price (Pesos) Description
Pea Pow Php 5.00 a hot and spicy garbanzo snack made
from chickpeas, a well-known superfood
available in 26g and 60 g49
Veggie Reggie Php 7.50 A potato crisps infused with malunggay
in original flavor and barbecue flavor
available in 18 grams
Pods Php 10.00 A pea snack, baked not fried, enriched
with iron available in 28 and 60g
Boogyman Php 4.75 A vegetable snack crunch in chicken
flavor available in 5g and 24 g
Onion Rings Php 4.75 Snack made with real onions in 5 and
16 grams pack.
3. Distribution Network Figure 5.2
Oishi
Distribution Network Diagram
49 http://beta.philstar.com/lifestyle/food-and-leisure/2016/03/17/1563552/o-wow-now-oishi-has-fishda-and-more
59
When Liwayway’s factory has finished manufacturing the product, it will now be brought
to the warehouse before loading into the trucks and be delivered to different channel
member’s branches everywhere like convenience stores, grocery stores, hypermarkets
and supermarkets, and merchandisers. From these distributors, the product will now
have an added value through the services outputs of the different types of retailers. So
that, consumers who want to buy Oishi’s product can still find it in most retailers outlets
nationwide.
VI. BRAND FINANCIAL PERFORMANCE REVIEW
A. Historical Income Statements
Figure 6.1
Liwayway Marketing Corporation
Statement of Income
60
For the Year Ended December 31, 2013
Revenue P 4,601,058,598
Cost of sales (3,557,685,347)
Gross profit
Distribution Cost
Administrative Expenses
Finance Cost
Other income
Other Expenses
1,043,373,251
(382,233,775)
(245,668,423)
(237,471,915)
68,550,224
(14,650,035)
Profit Before Tax 231,899,327
Income Tax
Current
Deferred
(61,143,679)
(7,920,063)
(69,063,742)
Net Profit P 162,835,585
Figure 6.2
Liwayway Marketing Corporation
Statement of Income
For the Year Ended December 31, 2014
Revenue P 5,007,011,879
Cost of sales (3,878,431,444)
Gross profit
Distribution Cost
1,128,580,435
(408,572,502)
61
Administrative Expenses
Finance Cost
Other income
Other Expenses
(253,905,767)
(249,605,873)
11,833,832
(5,483,992)
Profit Before Tax 222,846,133
Income Tax
Current
Deferred
(69,795,455)
(3,318,172)
(66,477,283)
Net Profit P 156,368,850
Figure 6.3
Liwayway Marketing Corporation
Statement of Income
For the Year Ended December 31, 2015
Revenue P 5,710,219,296
Cost of sales (4,447,029,010)
Gross profit
Distribution Cost
Administrative Expenses
Finance Cost
Other income
Other Expenses
1,263,190,286
(463,243,507)
(297,702,619)
(238,600,110)
19,658,946
(5,933,325)
Profit Before Tax 277,369,671
Income Tax
62
Current
Deferred
(98,752,703)
3,773,012
(94,979,691)
Net Profit P 182,389,980
B. Horizontal Analysis
Figure 6.4
Liwayway Marketing Corporation
Statements of Income
Horizontal Analysis
For the Years Ended December 31, 2013, 2014 and 2015
2013-2014 2014-2015
Revenue 8.82% 14.04%
Cost of sales 9.02% 14.66%
Gross profitDistribution CostAdministrative ExpensesFinance CostOther incomeOther Expenses
8.17%6.89%3.35%5.11%
(82.74%)(62.57%)
11.93%13.38%17.25%(4.41%)66.12%9.29%
Profit Before Tax (3.90%) 24.47%
Income TaxCurrentDeferred
14.15%(12.95%)
41.49%13.71%
(3.75%) 48.88%
Net Profit 3.97% 16.64%
C. Vertical Analysis
63
Figure 6.5
Liwayway Marketing Corporation
Statements of Income
Vertical Analysis
For the Years Ended December 31, 2013, 2014 and 2015
2013 2014 2015
Revenue 100% 100% 100%
Cost of sales 77.32% 77.46% 77.88%
Gross profitDistribution CostAdministrative ExpensesFinance CostOther incomeOther Expenses
22.68%8.31%5.43%5.16%1.49%0.32%
22.54%8.16%5.07%4.99%0.24%0.11%
22.12%8.11%5.21%4.18%0.34%0.10%
Profit Before Tax 5.04% 4.45% 4.86%
Income TaxCurrentDeferred
1.33%0.17%
1.39%0.07%
1.73%0.07%
1.50% 11.33% 1.66%
Net Profit 3.54% 3.12% 3.19%
VII. Strengths, Weaknesses,
Opportunities, and Threats
A. STRENGTHS
Product
First and only chocolate drink that have finely ground oats
Oishi Choco Chug and all the products in the Oaties product line have the
advantage of introducing a product that is different from the one currently in circulation
64
in the market. Chocolate drinks in the Philippine market all has the same plain chocolate
flavor but with Choco Chug, it has an added oats that is finely ground so when
consumers drink it, it's as if there’s no oats added in there.
Consumers can get as much fiber as 1 serving of oatmeal
The usual chocolate milk drink only contains cow’s milk and chocolate. And with
cow’s milk, it does not contain fiber, but with Oishi Choco Chug consumers can have
fiber in their 250ml pack chocolate drink that is as much fiber as 1 serving of oatmeal.
Company has a credible fame in terms of its industry
Being a pioneer in the food industry, Oishi is an already established brand.
Consequently, it is known to the market for producing excellent products to cater the
needs and wants of its target market. And in return building a long-term relationship and
creating trust with its consumers
Company has a wide variety of product offerings
Oishi offers more than 50 product offerings with its 14 product catalogs, from
snacks to cereals to healthy beverages.
Most of their product are available in various pack sizes
Oishi’s product offerings have different sizes that caters to different buying
behaviors, if the consumers only want small packs or bulk packs then Oishi have many
pack sizes available for them.
Price
High quality but affordable price
Oishi is known to manufacture high quality products but with affordable prices.
Place
65
Company’s distribution in retailing is strong
Company’s products are widely available in most of supermarkets and
convenience stores in the Philippines and it’s savoury snacks are available in sari - sari
stores.
Promotion
Uses popular artists for promoting their product
Filipino consumers often buy products which are recommended by credible and
famous endorsers, manufacturers invested in advertisements which featured local
actors and actresses. These marketing campaigns made Filipinos feel more
comfortable purchasing new products from both existing players and new entrants.
Fun and unique way in promoting their product in social media
Oishi advertise their product in a unique way wherein they make a very short
comic strip with their product as characters with an unpredictable twist in the end that
gains the attention of their market.
B. WEAKNESSES
Product
Once opened, you have to consume all of it
Drinks available in tetrapak have to be consumed once it’s been opened due to
the fact that once milk has been exposed to air and shifting temperature, milk will be
exposed to bacteria which can grow.
Weight of the tetra is heavy making it hard to carry
According to the survey conducted, some of the respondents claimed that
tetrapak is heavy, leading them to buy only few pieces, sometimes only one piece.
66
Price
Price compared to the leading brand
Since the Oishi Choco Chug is not known to the and has a low brand awareness,
when people saw the price of the product they tend to compared it with the competitor
brand and since there’s not much difference between them, consumers are more likely
to buy the product they are aware.
Place
Not available in sari - sari store
Their new released products are only available in supermarkets and some
convenience store wherein most of their competitors are also available in sari - sari
stores which is the second most place where buyers buy the product.
Hard to locate in supermarkets (not inside the freezer shelf)
Oaties Choco Chug is located in a non - freezer shelves in supermarkets while
their competitors are aligned in freezer shelves which is where drinking products should
be for easy and convenient way for customers to locate the product.
Promotion
Lack of appearance on television
According to the UAI study, only few consumers saw the Oishi Choco Chug’s
television promotion, wherein it is the platform where most of the consumers become
aware of the product.
C. OPPORTUNITIES
Product
Consumers being health conscious
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As more consumers shifting into having healthy lifestyle, there is a likelihood to
expand the target market or to make them as a secondary target market of the
company’s brand. Since the Oishi Choco Chug is a healthy drinking milk product there
will be a high chance that the consumers will consider buying it.
Today’s generation are now fast – paced
With the busy lifestyles of this generation, products that are convenient, handy,
and healthy or the “to-go” products have a high chance to be appealing to the market.
· Increasing market size
The Philippines is one of the countries wherein the share of 3-12 year -
olds are the highest. Also Philippines has shown a continuous growth in birth rates and
youthful populations.50
Place
Continued Growth in Retailing
According to research, the continued improvement in the country’s economy
makes boost in the businesses under retailing. Retailing has a great impact, because it
offers products that are essential to the consumers. The continued growth of the
channel further pushed retailers to develop their current product portfolios in order to
answer the growing and evolving needs of Filipino consumers regarding food, beauty
and personal care, and home care.51
Grocery retailers has the largest value share
Grocery retailers maintained its lead with 99% of value share in 2015. Other
grocery retailers, is accounted as the most preferred channel with 45% of value share
with the highest proportion coming from sari-sari store. - Sweets and Savoury Snacks in
the Philippines (Nov.27, 2015)
50 Toddlers to Tweens: Consumption Habits of Global 3-12 year olds. Euromonitor. July 201551 Retailing in the Philippines Industry Overview | Euromonitor, 14 Jan 2016
68
Promotion
Trade Shows and Events
The brand will have an interactive marketing promotions through making their
own events or tradeshows where people find it fun and exciting.
Event Sponsorships
Since the brand has a low brand awareness, they can be a sponsor through
events especially in schools and universities where the most of their target market are.
D. THREATS
Product
Many other large and small companies enter into drinking products.
Because it is fairly easy to go in and out of the beverage industry, more and more
companies are easing their way into the industry and can increase competition and
decrease the market shares and profit of a company.
Emergence of Soya drink products
Many of the respondents prefer to purchase chocolate drinks with soya, such as
Vita milk, Hershey's, etc. which for them has more nutritional value.
Threat of Substitutes
It is a threat since there are many existing products in the market that can be
used as a substitute. Especially because the beverage industry is very broad.
Price
69
Products with much lower prices
There’s still a relevant number of consumers which are price sensitive. There is a
tendency that they will buy a product with much lower prices than the Oishi Choco
Chug.
Place
Wide distribution system of competitors
There is a wide distribution system of competitors. Competing brand are available
in almost all kinds of retailers especially in those where Oishi Choco Chug is not
available.
Promotion
Consumers being knowledgeable
Consumers today are not easy to make them believe of what is being said in the
advertising or any kind of promotions. They need a sufficient evidence and proof to
make them try the brand that is being advertise.
VIII. SWOT MATRIX
Table 8.1
SWOT Matrix
Strengths Weaknesses Opportunities Threats
Product
First and only
chocolate drink
that have finely
ground oats
Can get as
much fiber as 1
serving of
Once opened,
you have to
consume all of it
Weight of the
tetra is heavy
making it hard
to carry
Consumers
being health
conscious
Today’s
generation are
now fast – paced
Many other
large and small
companies
enter into
drinking
products.
Emergence of
70
oatmeal
Company has a
credible fame in
terms of its
industry
Company
has a wide
variety of
product
offerings
Most of their
product are
available in
various pack
sizes
Increasing market
size
Soya drink
products
Threat of
Substitutes
Price
High quality but affordable price
Company’s
distribution in
retailing is
strong
Products with
much lower
prices
Place
Company’s distribution in
retailing is strong
Not available in
sari - sari store
Continued Growth
in Retailing
Wide
distribution
system of
71
Hard to locate in
supermarkets
(not inside the
freezer shelf)
Grocery retailers
has the largest
value share
competitors
Promotion
Uses popular
artists for
promoting their
product
Fun and unique
way in
promoting their
product in social
media
Lack of
appearance on
television
Trade Shows and
Events
Event
Sponsorships
Consumers
being
knowledgeable
72
IX. KEY SUCCESS FACTORS
The factors that greatly contributed to the success of Oishi brand are the
following:
Filipino heritage brand
Oishi has been in the industry for more than sixty (60) years and is one of the
outstanding businesses and pioneers in terms of snacks in the Philippines. Through the
years, Oishi has established the trust of the consumers because of its quality and
delicious products. They continue to expand and grow their product offerings and the
brand in Asia.
Quality Products
One of the factors that the Oishi is most proud of is their high quality products
may it be drinks or snacks. Quality products are one the product attributes that
consumers are looking for in a product. People behind their brand make sure that the
products are made high quality and the taste caters to that of their market.
Innovative Product Variation
Oishi does not stop in innovating in their products. Through the years, they
continue to expand and make creative and innovative products that consumers will not
likely find at the other competitors.
Affordable Prices
The brand is known for having prices that slightly on the lower end of the price
spectrum. It targets the mass consumers and SEC D, & E and sometimes C2.
73
Furthermore, the company, however, is not expected to have premium priced products
in the future.
X. MARKETING OBJECTIVES
With the implementation of the proposed marketing plan, Oishi will achieve the following
strategic and operational results for Oishi Dark Choco Chug:
1. Improve our product awareness from 20% to 40%.
2. Increase the sales of the SKU from .06% to 1% of the total revenue of Liwayway
Marketing Corporation.
3. Adopt intensive distribution of our product so it can reach our target market.
4. TOM
5. Encourage trial and purchase
74
XI. TOWS MATRIX
Table 11.1
TOWS Matrix
INTERNAL
EXTERNAL
STRENGTHS1. First and only chocolate
drink that have finely ground oats
2. Can get as much fiber as 1 serving of oatmeal
3. Company has a credible fame in terms of its industry
4. Company has a wide variety of product offerings
5. Most of their product are available in various pack sizes
6. High quality but affordable price
7. Company’s distribution in retailing is strong
8. Uses popular artists for promoting their product
9. Fun and unique way in promoting their product in social media
WEAKNESSES1. Once opened, you
have to consume all of it
2. Weight of the tetra is heavy making it hard to carry
3. Company’s distribution in retailing is strong
4. Not available in sari - sari store
5. Hard to locate in supermarkets (not inside the freezer shelf)
6. Lack of appearance on television
OPPORTUNITIES1. Consumers being
health conscious2. Today’s generation
are now fast - paced3. Increasing market
size4. Continued Growth in
Retailing5. Grocery retailers
has the largest value share
6. Trade Shows and Events
7. Event Sponsorships
SO
MARKET PENETRATIONAGGRESSIVE PROMOTION
(S1, S2, S3, S6, S8, S9, O1,O2,O3,O6,O7)
PRODUCT DEVELOPMENTNEW CHOCO CHUG
VARIANT(S1, S2, O1, O2,O3)
WO
MARKET PENETRATIONEXPAND DISTRIBUTION
(W4, W5, O3,O4,O5)
MARKET PENETRATIONAGGRESSIVE PROMOTION
(W5, W6, O3, O6, O7)
75
THREATS1. Many other large
and small companies enter into drinking products.
2. Emergence of Soya drink products
3. Threat of Substitutes
4. Products with much lower prices
5. Wide distribution system of competitors
6. Consumers being knowledgeable
ST
MARKET PENETRATIONAGGRESSIVE PROMOTION
( S8, S9, T1, T2, T3, T4)
WT
PRODUCT DEVELOPMENT
ADDITIONAL VARIANT(W1, T1, T2, T3)
MARKET DEVELOPMENTENTER NEW MARKET
(W1, W2, T3, T6)
MARKET PENETRATIONEXPAND DISTRIBUTION
(W4, W5, T1, T3, T5)
76
XII. MARKETING STRATEGIES
1. Core Strategies
A. Primary target market
Gender : Male and female
Age : 8 - 19 years old
Income Class : C2 and D
Region : National Capital Region
Occupation : Elementary and high school students, tweenagers,
teenagers
Psychology : Tweens and Teens that love chocolate and flavored
milk drinks (Personality attribute) and are also health -
conscious (Lifestyle).
B. Secondary target market
Gender : Male and female
Age : 36-55 years old
Income Class : C2 and D
Region : National Capital Region
Occupation : Middles aged- adults, working professionals,, parents
and late lifers
Psychology : Middle aged adults that are health - conscious
individuals. They want beverages that can give them
more nutrients than the other beverages can give them
77
(Lifestyle).They also prefer flavored milk drinks than
the regular white milk. (Personality attribute).
C. Positioning
“Sooooooooo Chocomazing!!!”
Oishi has always been seen as a brand that offers savory snack or in lay man’s
term “junk food” but with their new product extension, Oishi Oaties milk, Oishi proved
that they can offer healthy beverages too starting with Smart C and Fiber Fruit. Oishi
Oaties Milk offers different variants like Oishi Choco Chug and their latest flavor, Rocky
Road.
However, the researchers are proposing a new positioning statement that will be
appropriate to the new product innovation. The suggested positioning statement is “It’s
a Chocohealthy Dark, not Bitter Dark!” This positioning statement shows that the
innovated product is a Dark Chocolate flavoured milk drink, and unlike the common
notion of the “dark chocolate” the innovated product is not bitter but has a chocolatey
taste and most especially it’s healthy.
2. Other strategies
Product Strategy No. 1: Product Development
“Innovated a new variant of chocolate milk drink”
On the last quarter of 2013, Oishi ventured into RTD milk drinks in tetra-pak available in
250ml and 1L with variations of chocolate and their latest flavor, Rocky Road. This RTD
milk drink is not your ordinary healthy drink because Oishi Choco Chug is the first in the
Philippines to have a finely-ground oats in it making it tastier, healthier and creamier.
78
However, based on UAI results, consumers think of chocolate milk drinks as too sweet
for their kids and that the sugar level of it is too much becoming unhealthy for them. So
the researchers proposed a new product innovation, Oishi Dark Choco Chug.
Oishi Dark Choco Chug contains a fair amount of dark chocolate in it just to balance out
the sweetness of the regular chocolate milk drink. In the positioning statement, the
researchers are making it clear that Oishi Dark Choco Chug is not bitter-tasting despite
having dark chocolate in it but instead just the right amount of sweetness but fortified
with nutrients coming from dark chocolate ingredient. Unlike, other competing brands of
the same industry, only Oishi Choco Chug has finely-ground oats in it and is therefore,
another advantage for our brand.
Distribution and Promotion Strategy No. 1: Availability of the Product in Sari - sari
stores, Grocery stores and some other convenience stores.
Since the product is only available in supermarket, few convenience store (7-11
convenience store) and some school canteens, the researchers proposed to expand the
product’s distribution, penetrating the market with the wide distribution of the product
making it available in sari - sari and grocery stores, and other convenience stores like
Mini Stop, Lawson, Family Mart, etc.
According to research, the continued improvement in the country’s economy makes
boost in the businesses under retailing. Retailing has a great impact, because it offers
products that are essential to the consumers. The continued growth of the channel
further pushed retailers to develop their current product portfolios in order to answer the
growing and evolving needs of Filipino consumers regarding food, beauty and personal
care, and home care.52
Grocery retailers maintained its lead with 99% of value share in 2015. Other grocery
retailers, is accounted as the most preferred channel with 45% of value share with the
highest proportion coming from sari-sari store. - Sweets and Savoury Snacks in the
Philippines (Nov.27, 2015)
52 Retailing in the Philippines Industry Overview | Euromonitor, 14 Jan 2016
79
Promotion Strategy No. 2: Increasing marketing activities
Oishi’s past advertisements are always focused on their savory snack where they are
most known for but when Oishi Choco Chug was launched, there are already so many
established competitors in the market. So Oishi Choco Chug is the “underdog” in the
industry, as the result in our UAI showed having only 20% level of awareness but with
the different promotional strategies that the researchers proposed, the new innovated
product will be more exposed to the eyes of the consumers that will increase the
awareness and when effective will also trigger trial purchase. The promotional
strategies will also institute family values and enjoyment that the consumers will love
and will be different compared to the competitors.
3. Integrated Marketing Communications Plan
A. Oishi Dark Choco Chug
1. Target market
Primary Target Market
Demographic
The target market of the advertisements will primarily be tweens and teens ages 8
to 19 years old, male and female, with social-economic classes C2, and D.
Geographic
The advertising and promotion will focus on the tweens and teens who are
residing in the highly urbanized areas of the Philippines, particularly Metro Manila. This
strategy targets those places where people are generally exposed and responsive to
marketing programs.
Psychographic
80
Tweens and Teens (ages 8 to 19)
The product caters to the tweens and teens who love the chocolatey taste of their
chocolate milk beverage and they are most likely to try new flavors of chocolate drinks
(Personality Attribute). Also, they are into consuming healthy products. (Lifestyle)
Behavioristic
These are the tweens and teens who usually consume a 250 ml chocolate drink in
tetra pak as a snack or “baon” in school. (Volume Usage)
Secondary Target Market
Demographic
The secondary target market will be the young adults ages 20-35, under social-
economic classes C2 and, D.
Geographic
The advertising and promotion will focus on the young adults who are residing in
the highly urbanized areas of the Philippines, particularly Metro Manila. This strategy
targets those places where people are generally exposed and responsive to marketing
programs.
Psychographic
Young Adults: Bystanders (ages 20 to 35)
The young adults are the secondary target market especially the bystanders
since their personality is being fashionable and having low income. And having a
healthy lifestyle is in trend right now so there is a high possibility that they are also
practicing that lifestyle. In addition, Oishi Choco Chug has a price that is affordable for
them if they want a healthy chocolate drink.
81
B. Proposed positioning
1. Choice of positioning
Dark Chocolate has always been known as a healthier option of chocolate rather
than your average chocolate. It has more nutritional benefits to our body. It has a
generous amount of fiber and has less content of sugar compared to the regular
chocolates. It is also a good source of antioxidants. Plus, it improves our brain
functions. However, dark chocolate might be healthier than the regular chocolate but it
is also bitter in taste. This is because of the higher content in cocoa and lesser content
in sugar making it taste bitter.
2. Proposed positioning statement
Oishi Dark Choco Chug is positioned as a healthy dark chocolate milk drink with
finely-ground oats and a small percentage of dark chocolate in its ingredient. However,
dark chocolate is also known to be bitter in taste and only adult people consumes it.
That’s why we wanted to position Oishi Dark Choco Chug as a dark chocolate milk drink
that offers healthier flavoured milk drink but not bitter in taste that the younger
consumers can enjoy. It has the benefits of a dark chocolate but the taste is chocolatey
and healthy. The suggested positioning statement is “It’s a Chocohealthy Dark, not
Bitter Dark!” This positioning statement shows that the innovated product is a Dark
Chocolate flavoured milk drink, and unlike the common notion of the “dark chocolate”
the innovated product is not bitter but has a chocolatey taste and most especially it’s
healthy.
C. Marketing communications objectives for the year of the proposed product/ brand
extension (introduction stage and the beginning of its growth stage)
1. Improve our product awareness from 20% to 40%.
82
2. Increase the sales of the SKU from .06% to 1% of the total revenue of Liwayway Marketing Corporation.
3. Encourage trial and purchase
A. Awareness
Reach
The researchers intend to achieve 40% awareness using promotional strategies.
For the reach to be achieved, they created different promotional strategies which will
also encourage the awareness of individuals to buy the product. The first media they
utilize is transit media mainly buses and trains. Another promotional strategy is the use
of visual media like billboards.
Furthermore, the researchers will employ social media. According to
telehealth.ph, the Philippines is one of the active internet users’ especially social media.
A growing number of internet users are mostly the tweens and teens that are covered in
the target market of the product.
Lastly, the interactive marketing collateral called the dark slide will increase the
awareness because the venue will be on parks and schools to reach the primary and
secondary target market.
Frequency
With regards to the transit media, its duration will be on the month of January to
March, and June to August. The reason is that these are the months where students will
be going back to school and the start of the year. For the visual media like billboards, it
will start on the whole month of December to January because the families of our target
market are out driving and commuting to do their Christmas shopping for the Yuletide
83
season. Regarding the social media, Facebook promotions will be conducted on the
month of August to September. For twitter, it will be done on the month of October. And
for Instagram, it will be for the month of November. Lastly, for the interactive marketing
collateral, It will be held during March since summer season is already approaching and
while there are still classes in schools, it will be a perfect event for kids to enjoy.
B. Trial rate
Forty two percent of the respondents answered that they would definitely
purchase the product when presented to them. Moreover, there were 57 percent of the
respondents said that they would probably buy the product. Overall, a total of 99
percent of the respondents are willing the product once it was made available.
The purpose of the advertising is to introduce the new and innovated product-
Oishi Choco Chug to its target market. This will be achieved by having a sales
promotion, conducting a product sampling on selected public schools and one
supermarket. The duration will be 2 months, a month for schools and a month for
supermarket. However, for the supermarket, it will be on weekends only, and for the 10
schools, it will be two times in a month for every school. So for a week there would be 2
schools per week and 10 schools in a month. It will be on the month of August for
schools since it is the Nutrition Month and in the month of September for the
supermarket for continuity.
3. Marketing communications budget for the first year
For the first year, approximately four million pesos will be spent for marketing
communications.
4. Advertising plan
A. Historical brand advertising
84
Liwayway Marketing Corporation introduced their first ever snack foods- Oishi
Prawn Crackers and Kirei Yummy Flakes through a 35 second commercial. The
commercial shows some teens eating the Prawn Crackers and Kirei and some close
ups of the products. At the end of the commercial is their tagline, “The munching never
stops”.
In 1990, they ventured into instant noodles and the ad campaigns for the instant
noodles gave birth to the famous hand gesture together with the Japanese word, “oishi”
meaning delicious.
B. Historical choice of media
Oishi’s television commercials feature its target market, the tweens and teens
eating Oishi snacks. Aside from TVCs, they are also active on their social media sites
like Facebook, Twitter and Instagram, and their website informing their target audience
about the new offerings of the brand and some quirky pictures including their products
and some catchy sentences or phrases. Also, they share the posts of some of their
followers regarding their brand.
In addition, there is an annual snacktacular. It is an event held in selected malls
in Metro Manila like Trinoma. It is an avenue to promote their new products and to
remind for their old products. It is attended by their ambassadors like famous local
celebrities advertise their products.
C. Proposed advertising strategy
The advertising strategy will be able to successfully reach the target market by
using various integrated marketing campaigns to communicate to the consumers the
benefits of the Oishi Dark Choco Chug highlighting convenience, and nutritional
benefits. It will be positioned as a healthy, to-go chocolate drink that is perfect to the
85
tweens and teens compared to the existing ones because it is made by dark chocolate
and finely ground oats.
D. Proposed Advertising Appeals
The importance of the Brand Engagement is for the consumer to highlight the
value of family bonding. With our interactive marketing collateral, families can enjoy
being together which is important in the Filipino culture. Promoting our innovated
product through brand engagement will not only benefit the company but the consumers
as well because they are having fun and enjoying family bonding.
F. Proposed IMC activities and budgets
Table 12.1IMC Activities and Budgets
Computation Budget PercentageBrand ActivationInteractive Marketing CollateralSlide 1 x 50, 00053 Php 50,000 1.45Shower 6 x 3,49954 Php 20,994 0.06Mud 50 x 2, 25055 Php 122, 500 3.54Shipping Fee 150 x 12556 Php 18,750Social Media AdvertisingFacebook 100,000 impressions Php 240, 000 6.94Twitter 100,000 impressions Php 240, 000 6.94Instagram 100,000 impressions Php 240, 000 6.94Product SamplingRent 225, 000 Php 225, 000 6.50Booth 3 x 2,48057 Php7,440 0.02Mini-cups 1 order (450pcs) x 24 Php 11, 372 0.03Oishi Dark Choco Chug 1L
1,500 x 68Php 102,000 2.95
Traditional AdvertisingBillboard 2 x 650,000 Php 1,300,000 37.57
53 https://m.alibaba.com/product/60447826510/Commercial-Used-Big-Water-Slides-for.html?s=p54 https://www.olx.ph/item/outdoor-shower-pe-rattan-no-handling-fee-ID7fo9C.html55 https://www.amazon.com/Packets-Professional-Moor-Mud-Cleanse/dp/B000YGI6O256 https://www.amazon.com/gp/help/customer/display.html?nodeId=20205318057 http://www.starmarkph.com/price/outdoor-materials/portable-booths
86
Bus Wraps 6 x 47, 000 Php 282,000 8.15Train Wraps 4 x 150,000 Php 600,000 17.34
Total Php 3,460,056 100.00
G. Costings
Table 12.2IMC Collateral Costings
Collateral Particulars Supplier Quantity
Unit Cost Total Cost
Mud Exfoliating mud
Moor Mud 50 packs
Php 2,250/pack
Php 122, 500
Shipping Fee
Standard shipping
Amazon 150 lb Php 125/lb Php 18,750
Big Slide Big Inflatable Pool Slide
HN JoyToys
1pc Php50,000/pc.
Php 50,000
Shower Outdoor shower
Gardenline Wicker
6 pcs. Php3,499/pc Php 20,994
Sampling booth
80cm x 40cm x 180cm
Starmark 3 pcs. 2,480/pc. Php 7,440
Dark Choco Chug Sample
1Litre Dark Choco Chug
Liwayway Marketing Corp.
1,500 pcs.
P68.00/pc. Php102,000
Rent Php 225, 000Mini-cups 5oz paper
cupsDixie Cold Cups
24 orders
Php 474/ order
Php11, 372
Billboard 50ft by 30 ft Adstrat Inc. 2pc 650,000/pc Php 1,300,000
Bus Wraps
2.5m by 3.2m Adstrat Inc. 6sets 47,000/set Php 282,000
Train Wraps
6,500 sq/ft Adstrat Inc. 4 sets 150,000/set.
Php 600,000
Total Php 2,385,809
Table 12.3IMC Advertising Costings
Medium Duration Cost/Month Total CostFacebook 100,000
impressionPhp 240, 000 Php 240, 000
Instagram 100,000 impression
Php 240, 000 Php 240, 000
Twitter 100,000 impression
Php 240, 000 Php 240, 000
87
Total Php 720,000
Table 12.4
Summary of IMC Expenses
Item Total CostCollateral expenses Php 2,385,809Advertising expenses Php 720,000Total Php 3,460,056
H. Proposed marketing communication activities
Strategic
1. Brand Engagement
During the month of March, where classes haven’t yet ended and the summer is
approaching we will set up our brand engagement activity in school and parks. We will
have a whole day activity where the whole family can enjoy. In school, students can
invite their family to play.
We will set up the big inflatable pool slide, however instead of water we will use
exfoliating mud, which is good for the skin and has the same color of the chocolate.
Kids and their parents can play and have fun with the mudslide promoting family
bonding with Oishi Dark Choco Chug.
There are also installed showers wherein they can take a bath after playing with the
mud slide.
To add up to our brand engagement activity, they can also take photos of the event
and post it online with the hashtag #OishiOWow through this, we can increase
awareness and also encourage the consumers to try our innovated product
2. Social Media Advertising
88
Internet sites: Facebook, Twitter, and Instagram
Tweenagers
About 47% of those who are online are active on their social media accounts. It
would be a great tool to be use for increasing the brand awareness and engagement
with the consumer.
Facebook, Twitter and Instagram
The official social media sites of Oishi will be utilized instead of making a
separate account for Oishi Dark Choco Chug to cut costs for the social media manager.
A social media contest will be announced in all social media accounts of Oishi. The
mechanics will be; everyone will be encouraged to post a photo of them with Oishi Dark
Choco Chug in their most creative way using the hashtag
#GrabaChugofDarkChocoChug. Anyone can participate in the contest by just posting
their creative photo with the requirements of the said hashtag and by tagging Oishi in
the picture. The winners’ photos will be posted in all of the official social media accounts
of Oishi. This contest will not only promote the new product innovated but instead it will
also encourage the target audiences to buy and try and the product.
Furthermore, to strengthen the awareness and of the product Dark Choco Chug,
a sponsored ad will appear as to Facebook, Twitter, and Instagram. The ads will appear
regardless the target audience is using laptop/PC or smartphone. Once the ad is
clicked, they will be redirected to the social media accounts of Oishi.
89
90
91
3. School and Supermarket Sampling
To further encourage the consumers to try and taste Oishi Dark Choco Chug, we will
be conducting a product sampling on selected public schools and one supermarket.
We will be using 1,500 pieces of 1L packs of Dark Choco Chug but we will be
pouring it on small cups. There would be an approximate of 7 cups per Liter so a
total of 10,500 small cups of Dark Choco Chug will be distributed. For schools, they
would have 5,250 small cups and for the supermarket, 5,250 small cups. The
duration will be 2 months, a month for schools and a month for supermarket.
However, for the supermarket, it will be on weekends only, and for the 10 schools, it
will be two times in a month for every schools. So for a week there would be 2
schools per week and 10 schools in a month. It will be on the month of August for
schools since it is the Nutrition Month and in the month of September for the
supermarket for continuity.
Portable Booth
Other Visuals
92
This marketing communications plan promises a return on marketing investment
(ROMI) of 7.25% on projected sales equivalent to P11,388,992.2
93
XIII. ACTION PLANS
Product Strategy No. 1: Product Development
Action Plan No. 1: Conceptualize new product
Table 13.1
Activity Timetable Responsibility Budget
Establish the objectives of the product development
1 day Marketing Team
Create a strategy aligned to the objectives
1 day Marketing Manager
Propose the strategies to the Marketing Head
1 day Marketing Team
Upon approval, set up a meeting with the R&D Team for consultation
1 day Marketing Team
The R&D team will conduct their research about the conceptualized product
1 week R&D Team
Upon confirmation, make an approval letter to
Operations Department for the technicality of the
conceptualized product
2 days Marketing Assistant
Upon approval of Operations Department, request approval from
company President
3 days Marketing Manager
Plan for the packaging of Dark Choco Chug
3 days Marketing Department
Prepare market list and equipment list needed for
development of new product line
2 days R&D Assistant
Finalize market list and equipment list needed
1 day R&D Assistant
Coordinate with Purchaser regarding supplier pricing
2 days R&D Assistant
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Order market list and equipment list needed
1 day Purchaser
Receive raw products delivered according to the right product specifications
based on developed formula
1 week Logistics Assistant
Receive equipment delivered according to the
right equipment specifications based of
description made
1 weekLogistics Assistant
Approval of the received raw materials and
equipments1 day Logistics Assistant
Action Plan No. 2: Develop and launch new variant
Table 13.2
Activity Timetable Responsibility Budget
Set meeting with the conceptualization team to
talk about the development of the
product
1 day Marketing Manager
Check the nutrients and benefits of the new
product2 days R&D Team
Conclude the new variant’s benefits and
features1 day R&D Team
Develop the new variant of Oishi Choco Chug
1 week R&D Team
Beverage taste testing and gathering of results
1 day R&D Team
Revising of the developed variant instructed by the
Marketing Team and Operations Team
3 days R&D Manager
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Finalize the develop product
1 day Marketing Manager
Beverage tasting and result auditing by the company President
1 day Marketing Manager
Compute cost and selling prices of new variant
3 days Finance Assistant
Request approval from top management, whether to continue the new product
developed or not
5 days Marketing Manager
Upon approval, set launching date of the
product1 day Marketing Team
Design of product packaging and label
1 day Graphic Artist
Request approval of packaging and label from
top management3 days Marketing Manager
Upon approval, send the final approval to the company President
3 days Marketing Manager
Coordinate with the Purchasing Department and order raw products
and other materials needed
1 day Marketing Assistant
Orient the sales representatives about the use, features and benefits
of the new product.
1 week Training Team
Launch new product developed
1 day Marketing Manager
Distribution Strategy No. 1: Market Penetration
Action Plan No. 1: Availability of the Product in the School Canteens
Table 13.3
96
Activity Timetable Responsibility Budget
List down objectives1 day
Marketing Team
Make a list of all potential school canteens that can be penetrated 1 day
Marketing Team
Finalize all the needed information
1 day Marketing Team
Hire sales representative 1 weekHuman Resource
Manager
Send letter proposal to top management
3 daysMarketing Manager
Upon approval of the top management, set the date of the
orientation1 day
Human Resource Assistant
Set the venue of the orientation1 day Human Resource
Assistant
Conducting the orientation 1 dayHuman Resource
Assistant
Evaluate sales force knowledge about the product
1 dayMarketing Manager
Make a report about the progress and send to top
management1 day Marketing
Manager
Assign and deploy sales force to their designated areas
1 dayDistribution Manager
Distribution Strategy No. 2: Market Penetration
Action plan No. 1: Availability of the Product in Sari-Sari Stores
Table 13.4
Activity Timetable Responsibility Budget
List down objectives1 day
Marketing Team
Make a list of all potential sari-sari stores in NCR that can be
penetrated1 day
Marketing Team
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Finalize all the needed information
1 day Marketing Team
Hire sales representative 1 weekHuman Resource
Manager
Send letter proposal to top management
3 daysMarketing Manager
Upon approval of the top management, set the date of the
orientation1 day
Human Resource Assistant
Set the venue of the orientation1 day Human
Resource Assistant
Conducting the orientation 1 dayHuman Resource
Assistant
Evaluate sales force knowledge about the product
1 dayMarketing Manager
Make a report about the progress and send to top management
1 day Marketing Manager
Assign and deploy sales force to their designated areas
1 dayDistribution Manager
Distribution Strategy No. 2: Market Penetration
Action plan No. 1: Availability of the Product in other Convenience Stores
Table 13.5
Activity Timetable Responsibility Budget
List down objectives1 day
Marketing Team
Make a list of all untapped convenience stores that can be
penetrated1 day
Marketing Team
Finalize all the needed information
1 day Marketing Team
Hire sales representative 1 weekHuman Resource
Manager
Send letter proposal to top 3 days Marketing
98
management Manager
Upon approval of the top management, set the date of the
orientation1 day
Human Resource Assistant
Set the venue of the orientation1 day Human
Resource Assistant
Conducting the orientation 1 dayHuman Resource
Assistant
Evaluate sales force knowledge about the product
1 dayMarketing Manager
Make a report about the progress and send to top
management1 day Marketing
Manager
Assign and deploy sales force to their designated areas
1 dayDistribution Manager
Promotional Strategy No. 1: Market Penetration
Action plan No. 1: Aggressive Promotion through Traditional Billboards Ad
Table 13.6
Activity Timetable Responsibility Budget
List down objectives1 day
Marketing Team
Canvass for potential billboard site 2 days
Marketing Team
Create multiple designs of the billboard ad
3 days Graphic Artist Php 16,56058(1)
Set a meeting with top management to choose the
final design1 day Marketing Assistant
Finalize the design chosen in the meeting
1 day Graphic Artist Php 5,49659(1)
Create an approval letter to the president
1 day Marketing Manager
58 www.payscale.com/research/PH/Job=graphic_artist/salary59 www.payscale.com/research/PH/Job=graphic_artist/salary
99
Upon approval, look for and select an ad agency
2 days Marketing Team
Send the design to the ad agency
1 dayMarketing Team
Set a date and duration of the billboard ad of when to
be posted1 day Marketing Manager
Follow-up the ad agency for the update of the
printing of the billboard design
1 dayMarketing Assistant
Confirm if the billboard is posted as planned
1 day Marketing Team
Promotional Strategy No. 1: Market Penetration
Action plan No. 1: Aggressive Promotion through Transit Media
Table 13.7
Activity Timetable Responsibility Budget
List down objectives1 day
Marketing Team
Utilize the design used in Billboard Ad and adjust the
size of the design according to the
dimensions of full rear buses and full train wrap
1 day Marketing Team
Canvass for potential bus lines to be used 1 day
Marketing Team
Create an approval letter to the President
1 day Marketing Manager
Upon approval, look for and select an ad agency
2 days Marketing Team
Send the design to the ad agency
1 dayMarketing Team
Set a date and duration of the transit ad of when to be
1 day Marketing Manager
100
posted
Follow-up the ad agency for the update of the
printing and posting the wraps
1 dayMarketing Assistant
Confirm if the transit wraps is posted as planned
1 day Marketing Team
Promotional Strategy No. 1: Market Penetration
Action plan No. 1: Aggressive Promotion through New Media
Table 13.8
Activity Timetable Responsibility Budget
List down objectives1 day
Marketing Team
Conceptualize a promotional strategy
aligned to the objectives using the social media as
the medium
1 day Marketing Team
Create mechanics for the conceptualize strategy
1 day Marketing Team
Set up a meeting with the top management for the
approval of conceptualize strategy
1 dayMarketing Team
Finalize the overall framework of the
promotional strategy specified in the meeting
1 day Marketing Assistant
Send a letter of approval to President
2 days Marketing Manager
Upon approval, set up a meeting with the Public
Relations Team about the promotional strategy
1 day Marketing Team
Set a date and duration of the promotional strategy
1 day Marketing Manager
Post the mechanics of the contest
1 dayPublic Relations Team
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At the end of the contest, the PR Team will gather all
the submitted entries1 day Public Relations Team
Choose the best candidates in the contest
1 day Marketing Team
Post the chosen winners 1 day PR Team
Promotional Strategy No. 1: Market Penetration
Action plan No. 1: Aggressive Promotion through Interactive Marketing
Communications
Table 13.9
Activity Timetable Responsibility Budget
Make a list of objectives1 day
Marketing Team
Conceptualize a promotional strategy
aligned to the objectives using the Interactive
Marketing
1 day Marketing Team
Create mechanics for the conceptualize strategy
1 day Marketing Team
Set up a meeting with the top management for the
approval of conceptualize strategy including all
potential venues
1 dayMarketing Team
Finalize the overall framework of the
promotional strategy specified in the meeting
1 day Marketing Assistant
Confirm the availability of the final venue places
specified in the meeting3 days Marketing Team
List down all the materials needed for the Interactive
Marketing1 day Marketing Team
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Coordinate with the Purchaser about the
supplier of the materials1 day Marketing Assistant
Send a letter of approval to the Finance Team
1 day Marketing Assistant
Upon approval, send a letter of approval to
President
2 days Marketing Manager
Upon approval, coordinate with the Purchaser for the
ordering of materials1 day Marketing Team
Receiving and confirmation of the materials
1 day Logistics Team
Set a date and duration of the promotional strategy
1 day Marketing Manager
Conduct the event 8 daysMarketing Team
Promotional Strategy No. 1: Market Penetration
Action plan No. 1: Aggressive Promotion through Sales Promotion
Table 13.10
Activity Timetable Responsibility Budget
Make a list of objectives1 day
Marketing Team
Conceptualize a promotional strategy aligned to the objectives
using product sampling in Supermarkets
1 day Marketing Team
List down all the potential Supermarkets
1 day Marketing Team
Set up a meeting with the top management for the approval of
conceptualize strategy1 day
Marketing Team
Finalize the overall framework of the promotional strategy specified
in the meeting
1 day Marketing Assistant
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Confirm the availability of the final venue places specified in the
meeting3 days Marketing Team
List down all the materials needed for the Product Sampling
1 day Marketing Team
Coordinate with the Purchaser about the supplier of the materials
1 dayMarketing Assistant
Send a letter of approval to the Finance Team
1 dayMarketing Assistant
Upon approval, send a letter of approval to President
2 days Marketing Manager
Upon approval, coordinate with the Purchaser for the ordering of
materials1 day Marketing Team
Receiving and confirmation of the materials
1 day Logistics Team
Hire merchandisers for the product sampling
3 daysHuman
Resource Assistant
Php 12,00060(1)
Orient the merchandiser about the product sampling
1 dayHuman
Resource Team
Set a date and duration of the promotional strategy
1 dayMarketing Manager
Conduct the product sampling 2 months Marketing Team
XIV. MARKETING BUDGET
Table 14.1Marketing Budget, Year 2017
Item Amount PercentageIMC Expense Php 3,460,056 84.91
Professional Fees(1) 16,560 0.41Reserve for Contingency 598,267.68 14.68
Total P4,074,883.68 100.00
60 Jobstreet.com.ph/career-enhancer/basic-salary-report
104
Notes to Marketing Budget
IMC Expense Php 3,460,056
IMC Budget as indicated in proposed IMC Plan
Professional Fees 16,560
Includes all activities in the Action Plans superscripted (1)
Reserve for Contingency 1,248,267.68
To cover unexpected increases in price
XV. GANTT CHART
Figure 15.1Gantt Chart
Action Plans J F M A M J J A S O N D J F M A M JConceptualize new product
Develop new product
Conceptualize IMC program
Develop product
distribution through sari-sari stores, schools,
and convenience
storesOrient sales
representatives
Introduce new
105
variant
Launch IMC campaign
Initiate product distribution
through Sari-sari stores,
schools, and convenience
stores
XVI. MONITORING AND CONTROL
Conceptualize new product variant
For the new product, the Marketing Team should first brainstorm and
conceptualize the new product and then identify its objectives and then create a
strategy that is aligned to the objectives discussed. After that, the Marketing Team must
collaborate with the R&D Team for the consultation of the conceptualized new product
and the R&D Team will then research about it. The next step is the Marketing Team will
conduct a meeting with the Operations Team to further talk about the technicalities of
the new product and see if it is feasible. Then, after confirmation from the Operations
Team, the Marketing Team should plan for the new product’s packaging. Then the R&D
Team should prepare a market and equipment list needed for the development of the
new product and finalize it. After the finalization, the R&D Team should coordinate with
Purchaser regarding the supplier pricing. The Purchaser will then order the market and
equipment list needed to the supplier. The Logistics Team will receive the raw products
and equipment ordered by the Purchaser and make sure that the delivered materials
are in accordance to the specifications and approved the receive materials and
equipment.
106
Develop and launch new variant
The Marketing Team should conduct a meeting with all the conceptualization
Team to talk about the development of the product and organize the necessary tasks to
do in the following weeks for the development and launch of the new product. Then the
R&D Team will check and conclude the new product’s features, benefits and all the
nutrient in it. The R&D Team will also conduct the new product’s taste testing and
finalize the new product according to the specifications of the taste test result. Then the
Finance Team will compute for all the costs and selling price of new product. The
Marketing Team will then set the launching date that is suitable for the new product.
The Graphic artist will then design the final product packaging. The Purchaser will order
all the materials needed that will be received and approved by the Logistics Team that
will be given to the Production Team to produce the new product and then wait for the
set launching date and launch the new product.
Availability of the Product in the School Canteens
The Marketing Team should first identify all the objectives. Then Make a list of all
the potential school canteens that can be penetrated and finalize it. The Human
Resource Team will look for sales representatives to communicate with the chosen
schools, and orient them about the new product and evaluate their knowledge about it.
Then finally, deploy all the sales representative and make the new product available in
schools.
107
Availability of the Product in Sari-Sari Stores
The marketing Team must identify first all the objectives and make a list of all the
potential sari - sari stores in NCR area that can be penetrated and finalize all the
necessary information. Then the Human Resource Management will hire sales
representatives to distribute the new product and check possible sales. In addition, the
Human Resource Team will also orient and evaluate the hired sales representatives
about their knowledge about the new product. Then finally, assign and deploy the sales
representatives to their corresponding areas and make the new product available in sari
- sari stores.
Availability of the Product in other Convenience Stores
The marketing Team must establish the objectives first and make a list of all the
untapped convenience stores which are those that doesn’t offer the existing product, in
NCR area that can be penetrated and finalize all the necessary information. Then the
Human Resource Management will hire sales representatives to distribute the new
product and check possible sales. In addition, the Human Resource Team will also
orient and evaluate the hired sales representatives about their knowledge about the
new product. Then finally, assign and deploy the sales representatives to their
corresponding areas and make the new product available in other convenience stores.
Aggressive Promotion through Traditional Billboards Ad
First, the marketing team should establish the objectives of this promotion.
Second, they should canvass for potential billboard site where the ad will be posted.
Third, the graphic artist should make multiple designs of the ad for three days so that
108
there will be many options to choose from. Fourth, the marketing assistant will set up a
meeting with the top management where they will choose the best design. Fifth, if there
are revisions that the top management wants then the graphic artist should finalize the
design in a day. Sixth, the marketing manager will request an approval letter from the
president then seventh, upon approval of it from the president, the marketing team will
search and select an ad agency that will be responsible for printing and posting the
billboard in the site. Eighth, the marketing team will send the design to the ad agency for
printing then ninth, the marketing manager will set the date and duration of until when
the billboard will be posted then tenth, the marketing assistant will make a follow-up of
the update of the printing of the billboard design and finally, the marketing team will
check the site if the billboard design is posted as planned.
Aggressive Promotion through Transit Media
The marketing team will create an objective for the promotion through transit
media and they will just utilize the same design that the billboard ads have and the
marketing team will just resize it according to the dimensions of the full rear bus wrap
and full train wrap and then the marketing team will now look for potential bus line
where they will post the full rear wrap and then the marketing manager will ask an
approval from the president. Upon approval, the marketing team will find and select the
perfect ad agency for the job. When they found one, the marketing team will send the
design to them then the marketing manager will set the duration of when it will be
posted in transits. Then, the marketing assistant will make a follow-up of the update to
the ad agency and lastly, the marketing team will check if the ad is printed and posted
as planned.
109
Aggressive Promotion through New Media
The marketing team will list down all the objectives of this promotion and then
they will conceptualize the strategy aligned to the objectives of the promotion and then
the marketing team will create the mechanic of that strategy and they will set up a
meeting with the top management to talk about the conceptualize strategy and then the
marketing assistant will finalize overall framework of the strategy talked about in the
meeting and the marketing manager will send an approval letter to the president. When
the letter has been approved by the president, the marketing team will set up a meeting
with the public relations team to talk about the promotional strategy and then the
marketing manager will set the date of the duration of the promotional strategy. After
that, the public relations team will post the mechanics of the strategy on all major social
media networks of the company and after the contest, the public relations team will
gather all the submitted entries and the marketing team will be the one to choose the
best candidates of the contest and finally, the public relations team will post the chosen
winners.
Aggressive Promotion through Interactive Marketing Communications
Objectives must first be listed down by the marketing team and they must
conceptualize a promotional strategy aligned with the interactive communications
objective. Now, the marketing team must create the mechanics and set up a meeting
with the top management for the approval of the strategy and also including the venue.
Then the marketing assistant will finalize the overall framework of the strategy planned
in the meeting and the marketing team will confirm the final venue places. Once it’s
110
confirmed, the marketing team will list down all the materials needed for the interactive
collateral and they will coordinate with the purchaser about the supplier of the materials
and the marketing assistant will send an approval letter from the finance department.
Upon approval, the marketing manager will send an approval of letter to the president
and when approved, the marketing team will coordinate with the purchaser for the go
signal of ordering the materials to the supplier and then the logistics team will receive
and confirm the materials and then the marketing manager will set the date and duration
of the strategy and finally, the marketing team will conduct the event.
Aggressive Promotion through Sales Promotion
Objectives for the sales promotion are listed down by the marketing team for the
sales promotion strategy and conceptualize the strategy aligned with the objectives of
product sampling in supermarkets and then the marketing team will set up a meeting
with the top management for its approval then the marketing assistant will finalize the
overall framework of the strategy as talked about in the meeting. After that, the
marketing team will confirm the availability of the venue as specified in the meeting and
they will list down all the materials needed in the product sampling then the marketing
assistant will coordinate with the purchaser about, the supplier of the materials and he
will also send a letter of approval to the finance team. Upon approval, the marketing
manager will now send a letter of approval to the president. Once approved by the
president, the marketing team will coordinate with the purchaser for the ordering of the
materials. When the materials have been delivered, the logistics team will receive it and
check if it is the right order. Next would be the hiring of merchandiser that will handle the
product sampling and this will be managed by the human resource assistant. Once
111
hired the human resource team will orient the merchandiser of his job. Then the
marketing manager will set up the date and duration of the product sampling and finally,
the marketing team will now conduct the product sampling.
112
XVII. PROJECTED FINANCIAL STATEMENTS
Figure 17.1
Liwayway Marketing Corporation
Interim Statement of Income
For the Year Ended December 31, 2016
Consolidated
Revenue P 6,511,934,085
Cost of sales (5,071,494,265)
Gross profit
Distribution Cost
Administrative Expenses
Finance Cost
Other income
Other Expenses
5,071,494,265
(528,117,854)
(339,271,766)
(272,198,845)
22,140,575
(6,511,934)
Profit Before Tax 361,479,996
Income Tax (94,943,999)
Net Profit 266,535,997
Notes to Interim Statement of Income (consolidated)
Revenue
Presumed to increase at the rate of 14.04% over 2015’s Net Sales figure, as noted in
the brand’s horizontal analysis from 2014-2015
113
P5, 710,219,296 x 1.1404 = P6,511,934,085
Cost of Sales
Follows the same vertical relationship to Revenue as in 2015 of 77.88%
P 6,511,934,085 x 0.7788 = P 5,071,494,265
Gross Profit
Computed by deducting Cost of Sales from Revenue
P 6,511,934,085 - 5,071,494,265 = P 5,071,494,265
Distribution Cost
Follows the same vertical relationship to Revenue as in 2015 of 8.11%
P 6,511,934,085 x 0.0811 = P 528,117,854
Administrative Expenses
Follows the same vertical relationship to Revenue as in 2015 of 5.21%
P 6,511,934,085 x 0.0521 = P 339,271,766
Finance Cost
Follows the same vertical relationship to Revenue as in 2015 of 4.18%
P 6,511,934,085 x 0.0418 = P 272,198,845
Other income
Follows the same vertical relationship to Revenue as in 2015 of 0.34%
P 6,511,934,085 x 0.0034 = P 22,140,575
Other Expenses
Follows the same vertical relationship to Revenue as in 2015 of 0.10%
P 6,511,934,085 x 0.0010 = P 6,511,934
Profit before Tax
Computed by subtracting the total of Distribution Cost, Administrative Expenses,
Finance Cost and Other Expenses from the total of Gross Profit and Other Income.
114
(P 1,440,439,820 + 22,140,575) - (528,117,854 + 339,271,766 + 272,198,845 +
6,511,934) = P 361,479,996
Income Tax
In accordance with Philippine tax laws pertaining to corporations, this is computed at
30% of Income before Income Tax
P 361,479,996 x 0.30 = P 94,943,999
Net Income
Calculated by deducting Income Tax from Profit before Tax
P 361,479,996 - 94,943,999 = P 266,535,997
115
Figure 17.2
Liwayway Marketing Corporation
Interim Statement of Income
For the Year Ended December 31, 2016
Oaties
Revenue P 367,273,082
Cost of sales (284,820,275)
Gross profit
Distribution Cost
Administrative Expenses
Finance Cost
Other income
Other Expenses
82,452,806
(29,785,847)
(19,134,928)
(15,352,015)
1,248,728
(367,273)
Profit Before Tax 19,061,471
Income Tax (5,718,441)
Net Profit 13,343,030
116
Notes to Interim Statement of Income (Oaties)
Revenue
Computed by multiplying the percentage of Oaties in the sales mix of Liwayway
Marketing Corporation (5.64%) to the consolidated Revenue of 2016
P 6,511,934,085 x .0564 = P 367,273,082
Cost of Sales
Follows the same vertical relationship to Revenue as in 2015 of 77.55%
P 367,273,082 x 0.7755 = P 284,820,275
Gross Profit
Computed by deducting Cost of Sales from Revenue
P 367,273,082 - 284,820,275 = P 82,452,806
Distribution Cost
Follows the same vertical relationship to Revenue as in 2015 of 8.11%
P 367,273,082 x 0.0811 = P 29,785,847
Administrative Expenses
Follows the same vertical relationship to Revenue as in 2015 of 5.21%
P 367,273,082 x 0.0521 = P 19,134,928
Finance Cost
Follows the same vertical relationship to Revenue as in 2015 of 4.18%
P 367,273,082 x 0.0418 = P 15,352,015
Other income
Follows the same vertical relationship to Revenue as in 2015 of 0.34%
P 367,273,082 x 0.0034 = P 1,248,728
Other Expenses
Follows the same vertical relationship to Revenue as in 2015 of 0.10%
P 367,273,082 x 0.0010 = P 367,273
117
Profit before Tax
Computed by subtracting the total of Distribution Cost, Administrative Expenses,
Finance Cost and Other Expenses from the total of Gross Profit and Other Income.
(P 82,452,806 + 1,248,728) - (29,785,847+ 19,134,928 + 15,352,015 +
367,273) = P 19,061,471
Income Tax
In accordance with Philippine tax laws pertaining to corporations, this is computed at
30% of Income before Income Tax
P 19,061,471 x 0.30 = P 5,718,441
Net Income
Calculated by deducting Income Tax from Profit before Tax
P 361,479,996 - 94,943,999 = P 13,343,030
118
Figure 17.3
Liwayway Marketing Corporation
Projected Incremental Statement of Income
For the Year Ended December 31, 2017
Revenue P 157,089,547
Cost of sales (121,822,944)
Gross profit
Marketing Budget
Distribution Cost
Administrative Expenses
Finance Cost
Other income
Other Expenses
35,266,603
(4,074,883)
(29,785,847)
(19,134,928)
(15,352,015)
1,248,728
(367,273)
Profit Before Tax 31,191,720
Income Tax (9,357,516)
Net Profit P 21,834,204
119
Notes to Projected Incremental Statement of Income
Revenue
[Target Market Size x Brand Awareness Percentage x Trial Percentage (80% of
“definitely will buy” + 30% of “probably will buy”) x Annualized Repeat Purchase
Frequency x Wholesale/Retail Price per Unit]
Calculating Target Market Size
Target Market Size = Total Population of Intended Geographic Market x Percentage
Demographic Variable(s) x Percentage Psychographic Variable(s)
Target Market Size
The product’s target market has been described in the paper is as follows:
Primary target market: Tweens and Teens ages 8-19 who belong in the social
economic class of C2 and D, reside in the National Capital Region, love chocolaty
flavor of their drinks and health conscious.
Secondary target market: Young adults ages 20-30 who belong in the social
economic class of C2 and D, reside in the National Capital Region, love chocolaty
flavor of their drinks and health conscious.
Figures from the National Statistics Office reveal the following:
Population of the National Capital Region as of 2010- 11,796,873
Population by Gender: Population by Age:
Male – 49.01% Below 10 – 17.68%
Female - 50.99% 10 to 14 – 11.43%
Population by Income Class:
Lower C – 9.13% 35 to 39 - 7.20%
Class D – 26.38% 40 to 44 - 6.36%
45 to 49 – 5.36%
50 to 54 - 4.46%
55 to 59 - 3.28%
120
Psychographic results from the group’s Product Management survey reveal the
following:
Percentage of the population who loves the chocolaty taste of their drink but health
conscious – 76%
Target market size is therefore calculated as follows:
Primary target market = [(11,796,873) x (0.1768 + 0.1143) x (0.0913 + 0.2638) x
(0.76)] = 610,185
Secondary target market = [(11,796,873) x (0.072 + 0.0636 + 0.0446 + 0.0328) x
(0.5099) x (0.0913 + 0.2638) x (0.76)] = 422,717
Total target market size = 675,898 + 636,738 = 1,031,902
Brand Awareness Percentage
The UAI Survey results show that the brand’s total awareness is 20%
Trial Percentage
The Product Concept Test results on the other hand, yielded the following regarding
Purchase Intention:
Definitely will buy - 42%
Probably will buy - 57%
Trial rate can therefore be calculated as follows:
Definitely will buy (42%) x 0.80 = 34.0%
Probably will buy (57%) x 0.30 = 17.0%
Trial rate = 24.0% + 12.0% = 51.0%
Annualized Repeat Purchase Frequency
121
The UAI Survey results indicated the following results regarding Repeat
Repeat Purchase Frequency:
Everyday - (365 X a year) answered by 23% of respondents
Once a week - (52 X a year) answered by 55% of respondents
Twice a month - (24 X a year) answered by 7% of respondents
Once a month - (12 X a year) answered by 4% of respondents
Others:
Thrice a week – (156 X a year) answered by 5% of respondents
Twice a week- (104 X a year) answered by 4% of respondents
Twice a month - (36 X a year) answered by 2% of respondents
Annualized repeat purchase frequency can therefore be calculated as follows:
Annualized repeat purchase frequency = (365 x 0.23) + (52 x 0.55) + (24 x
0.07) + (12 x 0.04) + (156 x 0.05) + (104 x 0.04) + (36 x 0.02) = 127.39 times
Wholesale/Retail Price per Unit
The product’s wholesale price per unit is P18.95
Estimated Cannibalization Rate
Because the proposed product innovation has substantial similarity with the company
existing products, its estimated cannibalization rate is 30%
Summary
Projected incremental net sales =
Target Market Size (1,031,902)
x Brand Awareness Percentage (20%)
x Trial Percentage (51.0%)
122
x Annualized Repeat Purchase Frequency (127.39 times)
x Wholesale Price per Unit (P18.95)
x 100% - Estimated Cannibalization Rate (30%)
+ Incremental Sales of Oaties Choco Chug 2016 (367,273,082)
= (1,031,902x 0.20 x 0.51 x 127.39 x P18.95 x .70 + 367,273,082) = P545, 134, 282
Projected incremental net sales (Adjusted) =
Target Market Size (1,031,902)
x Brand Awareness Percentage (20%)
x Trial Percentage (40.0%)
x Annualized Repeat Purchase Frequency (52 times)
x Wholesale Price per Unit (P18.95)
x 100% - Estimated Cannibalization Rate (30%)
Incremental Sales of Oaties Choco Chug 2016 (367,273,082)
= (1,312,636 x 0.20 x 0.40 x 52 x P18.95 x .70 + 367,273,082) = P 424,215,910
Cost of Sales
Follows the same vertical relationship to Revenue as in 2016 of 77.55%
P 424,215,910 x 0.7755 = P 328,979,438
Gross Profit
Computed by deducting Cost of Sales from Revenue
P 424,215,910 - 328,979,438 = P 95,236,472
Marketing Budget
Per Marketing Budget
P 6,883,139
Distribution Cost
Follows the same vertical relationship to Revenue as in 2015 of 8.11%
P 424,215,910 x 0.0811 = P 34,403,910
123
Administrative Expenses
Follows the same vertical relationship to Revenue as in 2015 of 5.21%
P 424,215,910 x 0.0521 = P 22,101,649
Finance Cost
Follows the same vertical relationship to Revenue as in 2015 of 4.18%
P 424,215,910 x 0.0418 = P 17,732,225
Other income
Follows the same vertical relationship to Revenue as in 2015 of 0.34%
P 424,215,910 x 0.0034 = P 1,442,334
Other Expenses
Follows the same vertical relationship to Revenue as in 2015 of 0.10%
424,215,910 x 0.0010 = P 424,215.91
Profit before Tax
Computed by subtracting the total of Marketing Budget, Distribution Cost, Administrative
Expenses, Finance Cost and Other Expenses from the total of Gross Profit and Other
Income
(P 95,236,472 + 1,442,334) - (P 6,883,139 + 34,403,910
+ 22,101,649+ 17,732,225 + 424,216) = 15,133,667
Income Tax
In accordance with Philippine tax laws pertaining to corporations, this is computed at
30% of Income before Income Tax
P 15,133,667 x 0.30 = P 4,540,100
Net Income
Calculated by deducting Income Tax from Profit before Tax
P 15,133,667 - 4,540,100= P 10,593,567
124
XVIII. BIBLIOGRAPHY
Oishi.com.ph
http://www.bsp.gov.ph/
INCOME AND EXPENDITURE: PHILIPPINES, Euromonitor . March 2015
https://psa.gov.ph/content/summary-inflation-report-consumer-price-index-2006100-
august-2015
Packaged Food in the Philippines, Euromonitor. April 2015
Packaged Food in the Philippines, Euromonitor. November 2016
Consumer Health in the Philippines, Euromonitor. June, 2015
Consumer Lifestyles in the Philippines, Euromonitor 14 Oct 2015
Juice in the Philippines, Euromonitor February 2016
Breakfast Cereals in the Philippines, Euromonitor Oct 2016
Toddlers to Tweens: Consumption Habits of Global 3-12 year olds. Euromonitor. July
2015
PHILIPPINES IN 2030: THE FUTURE DEMOGRAPHIC, Euromonitor. November 2013
Drinking milk products in the Philippines, Euromonitor. July 2015
New Emerging Markets: Nigeria, Indonesia, Mexico, the Philippines, and Turkey.
Euromonitor .February 2015
DRINKING MILK PRODUCTS IN THE PHILIPPINES, Euromonitor. September 2016
http://www.philstar.com:8080/science-and-technology/2012/11/22/870265/smart-c-
offers-vitamin-packed-beverage
http://oishi.com.ph/products/honey-crimpies/
https://www.goods.ph/oishi-fruity-rings-180g-8682.html
https://www.goods.ph/oishi-corn-flakes-180g-8681.html
http://oishi.com.ph/products/choco-flakes/
http://oishi.com.ph/products/bread-pan/
125
http://www.bworldonline.com/content.php?section=Arts&Leisure&title=oishi-launches-
new-products&id=79310
http://oishi.com.ph/products/potato-fries/
http://oishi.com.ph/products/ridges/
http://oishi.com.ph/products/shoestring-potatoes/
http://oishi.com.ph/products/martys-baconette-strips/
http://oishi.com.ph/products/gourmet-picks/
http://oishi.com.ph/products/panchos/
http://beta.philstar.com/lifestyle/food-and-leisure/2016/03/17/1563552/o-wow-now-oishi-
has-fishda-and-more
Toddlers to Tweens: Consumption Habits of Global 3-12 year olds. Euromonitor. July
2015
Retailing in the Philippines Industry Overview | Euromonitor, 14 Jan 2016
https://m.alibaba.com/product/60447826510/Commercial-Used-Big-Water-Slides-
for.html?s=p
https://www.olx.ph/item/outdoor-shower-pe-rattan-no-handling-fee-ID7fo9C.html
https://www.amazon.com/Packets-Professional-Moor-Mud-Cleanse/dp/B000YGI6O2
http://www.starmarkph.com/price/outdoor-materials/portable-booths
www.payscale.com/research/PH/Job=graphic_artist/salary
Jobstreet.com.ph/career-enhancer/basic-salary-report
http://aai1947.livejournal.com/28610.html
126
APPENDICESUAI QUESTIONNAIRE
Respondent #
Sex Age Group SECMALE 1 10-14 1 AB 1
FEMALE 2 15-19 2 C1 220-24 3 C2 325-29 4 D 430-34 5 E 535-39 640-44 745-49 850-54 9
BM2INTRODUCTION:Magandang umaga/hapon/gabi po. Ako po si (MENTION NAME) ng University of Santo Tomas . May isinasagawa po kaming pag-aaral dito sa lugar ninyo at naghahanap po kami ng mga tao na maaari naming makapanayam. Maaaribanaminkayongmaabalasandali?) (Good morning/afternoon/evening. I am (MENTION NAME) from the University of Santo Tomas. We are conducting a study in your area and we are looking for possible respondents. May I take a few minutes of your time?)
RESPONDENT'S NAMEADRRESSTELEPHONE DATE OF VISITINTERVIEWER'S NAME & SIGNATURESUPERVISOR'S NAME & SIGNATURE
LIST DOWN ALL HOUSEHOLD MEMBERS AGED 10-50 FROM OLDEST TO THE YOUNGEST (REGARDLESS OF GENDER) IN THE TABLE BELOW. DRAW A LINE UNDER THE YOUNGEST PERSON QUALIFIED FOR THE INTERVIEW. THEN, LOOK DOWN THE COLUMN OF THE FIGURES BELOW THE PRE-CODED HOUSEHOLD NUMBER AND ENCIRCLE THE NUMBER IN THIS COLUMN, WHICH IS OPPOSITE THE AGE OF THE QUALIFIED YOUNGEST MEMBER OF THE FAMILY. LOCATE THIS NUMBER IN THE “NO” COLUMN. THE PERSON CORRESPONDING TO THIS NUMBER IS THE PROBABILITY RESPONDENT.
No. Household Member SEX HOUSEHOLD NUMBERAGE Male Femal
e1 2 3 4 5 6 7 8 9 10
1 1 1 1 1 1 1 1 1 1 1
2 1 2 1 1 2 2 1 1 2 2
3 3 3 2 2 1 3 2 3 1 1
4 4 1 3 4 3 1 2 2 1 2
127
5 1 1 5 3 2 2 4 5 4 1
6 6 4 1 5 4 1 2 6 3 5
7 5 2 3 1 7 7 3 2 6 4
8 2 5 4 1 6 3 5 4 8 7
9 3 4 6 7 5 8 1 9 2 6
10 7 8 3 2 4 1 6 10 5 9
Maaari po bang makausap si (ProbabilityRespondent)? __________________________________
Work Status Educational Attainment Position in the Family1 - College Graduate 1 - Husband
1 – Working 2 - Some College 2 - Wife3 - High School Graduate 3 - Son4 - Some High School 4 - Daughter
2 – Not Working 5 - Elementary 5 - Relative6 - Some Elementary 6 - Other
SOCIO-ECONOMIC SCORING
A. Home Durability of House 5 4 3 2 1Indoor Quality 5 4 3 2 1Outdoor Quality 5 4 3 2 1Neighborhood 5 4 3 2 1
B. Total Monthly Income 5 4 3 2 1C. Occupation of Household Head 5 4 3 2 1D. Educational Attainment of Household Head 5 4 3 2 1E. Facilities (Car, Appliances) 5 4 3 2 1
SEC ScaleAB: 34-40 C1: 25-33 C2: 19-24 D: 11-18 E: 8-10
TOTAL SEC SCORE:
SCREENER
1. [AGE] Kelan po kayo ipinanganak? (When were you born?) __ __ / __ __ / __ __ __ __ (mm/dd/yyyy)
Bale ilangtaonnapo kayo nitonghulinyongkaarawan? (So may I know your age as of your last birthday?)
10-14 115-19 220-24 325-29 4
128
30-34 535-39 645-49 750-54 8
2. [MARITAL STATUS] Kayo po ba ay … (How would you describe yourself?)
Married/ Living with a partner
1
Single mother 2Single, no children 3Separated/ Divorced/ Widow 4
3. [CHILDREN] Mayanakpoba kayo? (Do you have children?)
Yes 1 ENTER # OF CHILDREN [CONTINUE, Q4]
No 2 PROCEED TO Q5
4. [AGE OF CHILDREN] Ilantaonnapoanginyongmgaanak?
ENTER AGES OF CHILDREN [CONTINUE]
5. [AFFILIATION] Kayopoba o sinumansainyongkasambahay, kamag-anak o kaibigan ay nagtatrabahosaalinmansamgasumusunod...[READ OUT]
(Do you or does any member of your household, relatives or friends work for any of the following companies...)
a. Gumagawa (manufacturer) ngmgapagkaingnabibilinatinsamgatindahan, kagayang chocolate drink?
Y N
b. Supermarket/Tindahan/Grocery/Distributor/Retailer ngmga manufactured food products kagayanabinanggitkokanina
Y N
c. Media/ Advertising Agency (Radio, television, print, etc./ Mgagumagawang commercial)
Y N
d. Market research agency Y N
[END INTERVIEW IF YES TO ANY OF ABOVE)
129
6. [PURCHASE DECISION-MAKING]Pakisabiposa akin kung anoanginyongpapelsapagpilingmgabinibilininyong brands ng chocolate drink Ditopo kayo pumilingsagot. [SHOWCARD]
(For each of the following manufactured food categories, please tell me what your role is in deciding what brands to buy. Please choose your answer from this list.)
Ako lamang ang nagde-desisyon(I am the sole decision maker) 4Malaki ang parte ko sa pagde-desisyon(I have a big part in deciding) 3Maliit ang parte ko sa pagde-desisyon(I have a small part in deciding) 2Wala akong parte sa pagde-desisyon(I have no part in deciding) 1
NOTE: INTERVIEW ONLY IF ANSWER IS 4 0R 3.
Maari po ba namin kayong ma-interview sa loob ng 30-45 minutes? (Could you spare us 30-45 minutes for an interview)?
MAIN QUESTIONNAIRE
[NOTE: RESPONDENTS SHOULD BE CONSUMERS OF CHOCOLATE DRINKMay mga katanungan po kami para sa inyo. Paki-sagutan lang po nang makatotohanan. Huwag po kayong mahihiya dahil wala naman pong tama o maling sagot.Makaka-asa po kayo na confidential po lahat ng pag-uusapannatin.
(We have a number of questions for you. Please answer them truthfully. There are no right or wrong answers so please don’t hesitate to give us your honest answers. You can be assured that we will keep them confidential.)
BRAND AWARENESS AND CONSUMPTION
BRAND AWARENESS
1. a. [Kung ang pag-uusapan po ay chocolate drink, anu-ano pong brand angnasaisipniyo [FIRST MENTIONED/TOP OF MIND]? b.Ano pa po[OTHER MENTIONED]?
c. [FOR BRANDS NOT MENTIONED/AIDED] May babanggitin po akong ibang brand, maari po bang sabihin ninyo kung kilala ninyo ang brand na ito?
130
2. [FOR EACH BRAND AWARE, ASK:]Saan po ninyo nalaman ang brand na_[MENTION BRAND]_ ? Saan pa po? [MULTIPLE RESPONSE] [SHOWCARD]
CODES FOR SOURCES OF BRAND AWARENESS
Television 1Radio 2Print
Newspaper 3Magazine 4
Billboards 5Buses 6Sari-Sari Store Product Display 11 Streamers/Tarpaulins 12 Posters 13 Sampling 14Supermarket Product Display 21 Streamers/Tarpaulins 22 Posters 23 Sampling 24Convenience Store Product Display 31 Streamers/Tarpaulins 32 Posters 33 Sampling 34Mini-Mart/Grocery Product Display 41 Streamers/Tarpaulins 42 Posters 43 Sampling 44Friends/Relatives/Classmates/Officemates/Neighbor Word-of-mouth 51 Has seen actual product from friends/relatives 52
Palengke/Market Stalls Product Display 61 Streamers/Tarpaulins 62 Posters 63 Sampling 64Office/School Canteen Product Display 71 Streamers/Tarpaulins 72 Posters 73 Sampling 74Others: Specify ( )
131
3. a. [UNAIDED ADVERTISING AWARENESS] Sa mga advertisement o commercial naman pong chocolate drink, ano pong
BRAND ng chocolate drink ang inyong nakita, narinig o nabasa nitong nakaraang 6 na buwan? Ano pa po?
b. [AIDED AD AWARENESS: FOR BRANDS NOT MENTIONED]. Samga brands naman po na aking babanggitin, meron din ho ba kayong nakita, narinig o nabasa nitong nakaraang 6 na buwan?
BRAND CONSUMPTION
4. [BRANDS EVER CONSUMED] Anu-ano pong brand ngchocolate drink angnainomniyona, kahitkailan? Ano pa po?
5. [BRAND USED MOST OFTEN]Ano pong brand ngchocolate drinkangmadalasninyonginumin?
6. [FREQUENCY OF BUMO] Gaano kayo kadalasuminomng_[MENTION BUMO]_ saisanglinggo?
7. [AMOUNT OF CONSUMPTION] Ilangpakete o pirasong_[MENTION BUMO]_angnauubosmosaisanginom?
8. [REASON FOR BUMO] Bakitpo_[MENTION BRAND]_ angpinakamaladasnachocolate drink naiyonginiinom? Ano pa po? Meron pa pobangiba?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
_________________________________________________________
9. [ALTERNATE BRANDS] Kung walaang_[MENTION BUMO]_, anu-anongmga brand angpinipapalitmo? Ano pa? [MULTIPLE RESPONSE]
10. [TOP ALTERNATE BRAND] Alinpoditosamga alternate brand nanabanggitninyoanginyongpanguhahingpinapalit? [SINGLE RESPONSE]
11. [REASON FOR TOP ALTERNATE BRAND]Bakitang_[MENTION TOP ALTERNATE BRAND]_ angipinapalitmosa _[MENTION BUMO]_?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
_________________________________________________________
132
SA - SINGLE ANSWER
MA - MULTIPLE ANSWER
Q1a Q1b Q1c Q2 Q3aUnaided Advertisi
ng Awaren
ess
Q3bAided
Advertising
Awareness
Q4 Q5 Q6 Q7 Q9 Q10Top-of-Mind (First
Mentioned)
Other Mentio
ned
Aided Source of Awareness
Ever Consume
d
BUMO Frequency # of Packs
Alternate Brands
Top Alternate
Brand
BRAND LIST SA MA MA MA MA MA MA SA MA SAChoco Chug 1 1 1 1 1 1 1 1 1Chuckie 2 2 2 2 2 2 2 2 2Moo 3 3 3 3 3 3 3 3 3Fortified 4 4 4 4 4 4 4 4 4Milo Chocolate Drink 5 5 5 5 5 5 5 5 5Nestle Low Fat Chocolate Flavoured Milk Drink
6 6 6 6 6 6 6 6 6
Cloud Nine 7 7 7 7 7 7 7 7 7Alaska Choco 8 8 8 8 8 8 8 8 8Chocolait 9 9 9 9 9 9 9 9 9Zesto Choc-O 10 10 10 10 10 10 10 10 10Milk Magic 11 11 11 11 11 11 11 11 11Goody Gulp 12 12 12 12 12 12 12 12 12
13 13 13 13 13 13 13 13 1314 14 14 14 14 14 14 14 1415 15 15 15 15 15 15 15 1516 16 16 16 16 16 16 16 1617 17 17 17 17 17 17 17 17
18 18 18 18 18 18 18 18 1819 19 19 19 19 19 19 19 1920 20 20 20 20 20 20 20 2021 21 21 21 21 21 21 21 2122 22 22 22 22 22 22 22 2223 23 23 23 23 23 23 23 2324 24 24 24 24 24 24 24 2425 25 25 25 25 25 25 25 2526 26 26 26 26 26 26 26 2627 27 27 27 27 27 27 27 27
2
CONSUMPTION HABITS
12. [DRINKING OCCASIONS]Kailan kayo uminomngchocolate drink? [MULTIPLE RESPONSE]13. [MOST FREQUENT OCCASION]
Alinsamganabangitninyonapagkakataonangpinakamadalasninyookasyonparauminomngchocolate drink? [SINGLE RESPONSE]
DRINKING OCCASIONS Q12 Q131 12 23 34 45 56 6
Others: (specify)
14. [PLACES OF CONSUMPTION] Saan kayo umiinomng PRODUCT CATEGORY? [MULTIPLE RESPONSE]
15. [MOST FREQUENT PLACE]Saan kayo pinakamadalasuminomng PRODUCT CATEGORY?16. [NO. OF PCS CONSUMED] Satuwing kayo ay umiinomng PRODUCT CATEGORY [REFER TO
Q15], ilangpirasoanginyongnauubos?
PLACES OF CONSUMPTION Q14 Q15 Q16At home (Sa bahay) 1 1At school (Sa eskwelahan/paaralan)
2 2
At work (Sa opisina) 3 3Outing/Vacation 4 4Others: Specify 5 5
17. [OTHER HH MEMBERS] Meron pa basaiyongmgakasambahaynauminom din ngchocolate drink
Meron 1 Sino-sinoangmgaito?
1
[CODE HH MEMBERS]Wala 2
PURCHASE HABITS
18. [WHERE LAST PURCHASE MADE] Nang hulikayongbumilingchocolate drink, saan kayo bumili?
19. [WHERE PURCHASE OFTEN MADE]Saan kayo madalasbumilingchocolate drink? 20. [UNAVAILABLE] Saangmgalugar kayo hindinakakabilingchocolate drink?
Q18 Q19 Q20Supermarket 1 1 1Groceries/Mini Mart 2 2 2Sari-Sari Store 3 3 3Market Stall/Palengke 4 4 4Sidewalk Vendor 5 5 5Naglalako/Transit Vendor/Takatak
6 6 6
Office/School Canteen 7 7 7Convenience Stores 8 8 8Bakeries 9 9 9Others:
21. [PACK SIZE]Anoang pack size nakadalasmongbinibili?
Per piece (Isang pack) 1Per box (Isangkahon, 10 pieces) 2Others: (Specify)
2
22. [FREQUENCY OF BUYING] Gaano kayo kadalasbumilingchocolate drink?
Everyday 1Every other day 2Once a week 3Twice a month 4Once a month 5Others: Specify
_______________
23. Sahulininyongbilingchocolate drink, may brand at flavor nabakayongnasaisip?NO 1 [GO TO Q31 ADHESION]YES 2 Continue
24. Anong brand yon? _______________________
25. May variant/favor naba kayo nanasaisip?NO 1 [GO TO Q31 ADHESION]YES 2 Continue
26. Anong variant/flavor yon? _______________________
27. Meronbayung brand at flavor na_[MENTION BRAND AND VARIANT/ FLAVOR]_satindahannapinuntahanmo?
NO 1 ContinueYES 2 [GO TO Q 31 ADHESION]
28. Anoangginawamo/ Ikawba ay___________ [SHOWCARD]
Specify:Bumilingibang brand nakaparehong flavor(Bought a different brand with the same variant/flavor)
1(Go to Q29)
BRAND:
Bumilingibang flavor ngkarapehong brand(Bought a different variant/flavor of the same brand)
2(Go to Q30)
VARIANT/FLAVOR:
3
Bumilingibangklasenginumin(Bought a different category)
3
Naghanapng brand at flavor saibangtindahan(Looked for the brand and flavor in another store)
4
Hindi namunabumili(Postponed buying until next trip)
5
Others: (specify)
29. [REASON FOR ALTERNATIVE BRAND] Bakitang brand naitoangiyongipinalit?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
_______________________________________________________________
30. [REASONS FOR ALTERNATE VARIANT/FLAVOR] Bakitpoang variant/flavor naitoanginyongpamalit?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
_______________________________________________________________
4
31. [ADHESION] May babasahinpoakoiyongmgapangugusap, sabihinninyoposa akin kung alinsamgapangungusapnaito kayo ay sumasangayon. [SHOWCARD]
31a. Mayroonakongisang brand/markangchocolate drink nalagikonginiinom(There is one brand of PRODUCT CATEGORY that I always tend to drink)
1[GO TO Q34]
31b. Iniinomkoang brand/markangchocolate drink namayroon/available saorasnaiyon(I tend to drink the brand that is available)
2[GO TO Q33]
31c.Walanamangpagkakaibaangmga brand/markangchocolate drink(There are no differences among brands of chocolate drink)
3[GO TO Q32]
32. [REASON FOR SIMILARITIES ACROSS BRANDS] Bakitninyoponasabinamagkakapareholamangangmga brand ng PRODUCT CATEGORY?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
_____________________________________________________________________
33. [REASON FOR CONSUMING WHAT’S AVAILABLE] Bakitpokunganolamangangmayroon/available anginyong PRODUCT CATEGORY nainiinom?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
_____________________________________________________________________
34. [REASON FOR PREFERRING 1 BRAND] Bakitpoisang brand lamangng PRODUCT CATEGORY anginyonginiinom?
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______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
_____________________________________________________________________
PRODUCT AND BRAND IMAGE
35. [KEY DRIVERS]Magbabanggitakongmgakatangianngchocolate drink, maarimongsabihinsa akin kung gaanokaimportante o di importanteangmgakatangiangitosapagpilimong brand ngchocolate drink naiyongbibilhin. Gagamitinnatinang scale naito [SHOWCARD]
TalagangImportante
MedyoImportante Hindi komasabi
Medyo Hindi Importante
Talgang Hindi Importante
5 4 3 2 1
1 Manufacturer 5 4 3 2 12 Flavor 5 4 3 2 13 Availability at stores 5 4 3 2 14 Price 5 4 3 2 15 Packaging type and design 5 4 3 2 16 Popularity 5 4 3 2 17 Nutritional value 5 4 3 2 18 Endorser 5 4 3 2 19 Quantity (Dami) 5 4 3 2 110
Ease of preparation (Dali ngpaghanda)
5 4 3 2 1
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Influence by friends, relatives, neighbors
5 4 3 2 1
6
36. Ngayon, tatanunginkoanginyong opinion saiba’tibang brand ngchocolate drink. Maaripobangpaki-graduhanangmgasumusunodna brand ayonsamgaimportantengkatangiannanataposnatinggraduhan. Gagamitinnatinangsumusunodna scale: [SHOWCARD]
NOTE TO INTERVIEWER: Check if respondent is AWARE of brand before proceeding. WRITE DOWN ANSWER.
Excellent Satisfactory Good Fair Poor5 4 3 2 1
Place check mark if AWARE of Brand:Choco Chug
Chuckie Moo Alaska Choco
Chocolait
1 Manufacturer2 Flavor3 Availability at stores4 Price5 Packaging type and design6 Popularity7 Nutritional value8 Endorser9 Quantity (Dami)
10 Ease of preparation (Dali ngpaghanda)11 Influence by friends, relatives, neighbors
ADDITIONAL QUESTIONS:
1. Kilalaniyopobaang Choco Chug?2. Bakitpohindininyokilalaang product na Choco Chug?3. Bakitpohindi kayo umiinomng Choco Chug?4.
THANK RESPONDENT
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Concept Testing Questionnaire
Resp# Respondent Name Age Group SEC
SET: A Address:
Interviewer:
PROJECT
Magandang umaga/hapon/gabi po. Ako po si ________ ng UNIVERSITY OF SANTO TOMAS. Mayroon po kaming isinasagawang survey at naghahanap po kami ng mga [MENTION CRITERIA] na maaring ma interview na
S1. [PARTICIPATION IN P6 MOS] Simula Oktubre hanggang ngayon, kayo po ba ay nakasali na sa isang interview?
S2. Tungkol sa anong paksa po kayo nainterview? ________________________ (About what topic have you been interviewed?)
[IF MENTION YOUR PRODUCT, END INTERVIEW.] S3. [AFFILIATION] Kayo po ba o sinuman sa inyong kasambahay, kamag-anak o kaibigan ay nagtatrabaho sa alinman sa mga sumusunod... [READ OUT]
(Do you or does any member of your household, relatives or friends work for any of the following companies...)
a. Gumagawa (manufacturer) ng chocolate drink Y N
b. Supermarket/Tindahan/Grocery/Distributor/Retailer ng Y N
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chocolate drink
c. Media/ Advertising Agency (Radio, television, print, etc./ Mga gumagawa ng commercial)
Y N
d Market research agency Y N
[END INTERVIEW IF YES TO ANY OF ABOVE]
S4. [BUMO] Ano pong brand ng chocolate drink ang PINAKAMADALAS ninyong iniinom/kinakain/ginagamit ngayong nakaraang buwan o apat na linggo? BRAND __________________________________ VARIANT/FLAVOR__________________________
S5. [PURCHASE DECISION MAKING ROLE] Paano mo ilalarawan ang iyong papel sa pagbili ng [PRODUCT[?
Ako lamang ang nagde desisyon 1
May malaki akong papel sa pag desisyon
2
May maliit ako na papel sa pag desisyon
3
Wala akong papel sa pag desisyon 4
NOTE: ANSWER SHOULD BE 1 or 2, ELSE END INTERVIEW
MAIN QUESTIONNAIRE CONCEPT 1: Goat’s Milk
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May ipapabasa po ako sa inyo na konsepto ng isang chocolate drink at pagkatapos ako po ay magtatanong. NOTE TO RESEARCHER: READ CONCEPT WITH THE RESPONDENT. Q1. [INITIAL REACTIONS/COMPREHENSION] Ano masasabi ninyo sa binasa ninyong konsepto? Ano ang pagkakaintindi ninyo?
_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
__________________________________________________________
Q2. [RELEVANCE] Gaano po tumutugon ang konseptong ito sa inyong
panganagailangan?[SHOWCARD}]
Talagang tumutugon sa aking pangangailangan
5
Medyo tumutugon sa aking pangangailangan
4
Hindi ko masabi
3
Medyo hindi tumutugon sa aking pangangailangan
2
Talagang hindi tumutugon sa aking pangangailangan
1
Q3. [UNIQUENESS] Gaano naiiba ang konseptong ito?[SHOWCARD]
10
Talagang naiiba
5
Medyo naiiba 4
Hindi ko masabi
3
Medyo hindi na naiiba
2
Talagang hindi na naiiba
1
Q4. [BELIEVABILITY] Gaano kapani-paniwala ang konseptong ito? [SHOWCARD]
Talagang kapani-paniwala
5
Medyo kapani-paniwala
4
Hindi ko masabi
3
Medyo hindi kapani-paniwala
2
Talagang hindi kapani-paniwala
1
Q5. DEGREE OF LIKING] Gaano ninyo kagusto o di gusto ang konseptong inyong binasa? [SHOWCARD]
Talagang gusto
5
Medyo gusto 4
Hindi ko masabi
3
11
Medyo hindi gusto
2
Talagang hindi gusto
1
Q6. Bakit niyo naman nasabing [MENTION RESPONSE TO Q5]?Ano ang nagustuhan o naayawan ninyo?
_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
__________________________________________________________
Q7. [PURCHASE INTENTION] Gaano naman kayo interesadong bumili ng produktong ito kung ito ay mabibili sa tindahan? [SHOWCARD]
Siguradong bibili
Bibili
Hindi ko masabi
Hindi bibili
Siguradong hindi bibili
IF RESPONSE IS 5, 4, 3: CONTINUE. OTHERWISE, END INTERVIEW FOR THIS CONCEPT. GO TO THE NEXT CONCEPT.
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Q8. [VALUE FOR MONEY] Kung ang produktong ito ay mabibili sa tindahan sa halagang Php 28.00, paano ninyo ilalarawan ang pagiging sulit sa halaga? [SHOWCARD]Note: For several pack sizes, Get the frequently used size from the UAI OR the size of the product in the concept.
Talagang sulit sa halaga(Good Value for money)
Medyo sulit sa halaga
Hindi ko masabi
Medyo hindi sulit sa halaga
Talagang hindi sulit sa halaga(Poor value for Money)
Q9. [FREQUENCY OF BUYING] Kung ang produktong ito ay mabibili sa tindahan, sa inyong palagay gaano kadalas kayo bibili? [SHOWCARD] Note: You can revise this depending on the frequency of buying of your product, refer to UAI.
Everyday
Once a week
Twice a month
Once a month
Others: Specify
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Q10. [NUMBER OF PRODUCTS TO BE BOUGHT] Nasabi ninyo na kayo ay bibili ng product [MENTION RESPONSE TO Q9], ilan naman po ang inyong bibilhin tuwing kayo ay bibili?
One
Two
Three
Four
Five
Others : Specify
AFTER CONCEPT 3: Q31. [RANKING]. Ngayon naman po, puwede po ninyong paki-rank ayon sa inyong pagkagusto ang 3 konsepto na inyong nakita: RANKCONCEPT 1: Goat’s Milk _____CONCEPT 2: Dark Chocolate _____CONCEPT 3: Choco Banana _____
END OF INTERVIEW. THANK RESPONDENT AND GIVE TOKEN.
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Kathie Denise Q. Basilio
Block 3 Lot 3 JB Village 2 Brgy. Balibago Sta. Rosa City, Laguna
+63 917 873 4383
Objective: I wanted to be in the field of Advertising or Public Relations because I
wanted to hone my skills in communication and this internship will be a big step for me
in achieving my goals as an aspiring Thomasian marketer while contributing the best
that I can for the company’s growth as well as mine.
Qualifications and Skills:
· Communication Skills
o Great at reporting presentations
o Can write different types of business letter appropriately
· Interpersonal Skills
o Best at adjusting to diverse personalities
o Great at Team Building
o Good at coordination
· Technical Skills
o Knowledgeable in Market Research procedures
o Can design an Integrated Marketing Communication plan
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Education:
BSBA major in Marketing Management (2013-present)
College of Commerce and Business Administration
University of Santo Tomas, España, Manila
Work Experience
Art Marshall at Sky Color Explosion 2015
-facilitated children in each stations while doing their workshop
-arranged the event’s place set-up and decorations
-administered the parents in what to do in the workshop for their kids
-managed a contest of the workshop
Affiliations
Member, UST Junior Marketing Association (2013-present)
Seminars Attended:
I Am A Young Mover: The MarkProf Roadshow
MarkProf Foundation Inc.
UST Medicine Auditorium, España, Manila, 2015
Mad World: Unraveling The Creative Genius
Philippine Junior Marketing Association
SMX Convention Center, Pasay, Manila, 2015
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Breakthrough: Stepping Out Of Your Comfort Zone Through Public Speaking And
Hosting 2015
UST Junior Marketing Association
Beato Angelico Auditorium, España, Manila, 2015
Interstellar: Ascending Marketing Concepts Into Greater Orbits
Junior Achievers’ Marketing Society
Dept. of Agriculture- Bureau of Soils And Water Management Convention Hall 2015
Youth Leadership Development Conference
AIESEC PUP
PUP-COC Theater, Sta. Mesa, Manila 2016
Ateneo Intercollegiate Marketing Seminar
Ateneo Junior Marketing Association
Ateneo De Manila University, Quezon City, 2016
Personal Information
Birthday: August 1, 1995 Civil
Status: Single
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THERESE ELOISA MAURICIO16F Esmeralda St. Pangilinan Compound,Congressional Ave., Bahay Toro, Quezon [email protected]/ 0926- 433- 2444
CAREER OBJECTIVESeeking for an internship position in the company’s marketing department where I can have the opportunity to apply my knowledge in marketing learned in school as well as to further develop my skills and abilities.
SKILLS AND QUALIFICATIONS Excellent communication and interpersonal skills. Mastery of Microsoft Word, Excel, PowerPoint, Database, and the Internet. Knows how to conduct a Market Research and can interpret the results. Has a background with Integrated Marketing Communication and can offer
innovative ideas to reach the target audience. Has the ability to plan, organize and work to deadlines. A strong team player who can also work alone with minimum supervision.
EDUCATIONBSBA Major in Marketing ManagementCollege of Commerce and Business AdministrationUniversity of Santo Tomas, Espana, ManilaYear Graduated: 2017 AWARDSDean’s List, College of Commerce and Business Administration, UST
AFFILIATIONSMember, UST- Junior Marketing (2013-present)
SEMINARS ATTENDEDJanuary, 2016 ATHOMIC Congress 2016: One Click through Digital World UST
Junior Marketing Association, University of Santo TomasOctober, 2015 I am a Young Mover: The MarkProf Roadshow 2015 UST Junior
Marketing Association, University of Santo TomasOctober, 2014 Breakthrough: Stepping Out of Your Comfort Zone through Public
Speaking and Hosting UST Junior Marketing Association, University of Santo Tomas
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ERICKA JANE R. MENDOZAAddress: 1074 Casa Adelina St., Sampaloc, Manila, PhilippinesE-mail Address: [email protected] Number: 09271942426
OBJECTIVE:To gain new experiences and knowledge that will help me in my career growth, seeking for a job in a challenging and healthy work environment where I can utilize my skills and knowledge efficiently for organizational growth.
EDUCATION: Bachelor of Science in Business AdministrationMajor in Marketing ManagementCollege of Commerce and Business AdministrationUniversity of Santo Tomas, España, Manila (2013 - present) Expected Graduation: June 2017
SKILLS:● Market Research● Data gathering● Business writing● Proficient in Microsoft Word, Excel, Powerpoint and other MS Office tools ● Outstanding researching skills; able to assess a situation, seek multiple
perspectives and gather more information if necessary, as well as analyze and interpret research findings
● Excellent communication skills; able to write, speak, listen efficiently and effectively
● Able to work with others in a professional manner while achieving common goal
AWARDS/RECOGNITIONS
● Dean's List, College of Commerce and Business Administration, UST (2015 - 2016)
● Dean's List, College of Commerce and Business Administration, UST (2013-2014)
● Salutatorian, Lobo International Institute Foundation, Inc., (2012- 2013)● Lyceum of the Philippines - Batangas Scholarship Awardee, LIIFI (2013)● Dr. Dexter Buted Achiever Awardee, LIIFI (2013)
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● Christian Character Awardee, LIIFI (2013)
AFFILIATIONS:
International Youth United (IYU) – Operations and Logistics Committee, 2016
Pax Romana Commerce Unit – Creatives, 2016-2017
ASEAN Youth Leaders Association (AYLA) – Ambassador, 2016- As one of the chosen youth Ambassadors, I represented AYLA PH to
international delegates from Thailand, Malaysia, Singapore, Cambodia, Vietnam, Brunei, and other members of ASEAN.
- Learned the culture of ASEAN member countries, gained new experiences and earned connections with other youth leaders across ASEAN.
UST Junior Marketing Association - Member, 2013 to present
Red Cross Commerce Department - Member, 2013 – 2014
WORK EXPERIENCE:Junior Achievement – Philippines Mini – Company Program, UST Marketing Department – (EVP for Logistics and Productions)
- Look for suppliers and manufacturers for the company’s product- Give ideas and insights in the outputs and proposals for the variety of
activities in the company
HYDRO Manila 2016 – (Production Staff, August 2016)- Handled the registration area for hundreds of people; promoted the event
through social media- Successfully coordinated with other staffs for the success of the event
MLA World Transport Inc. – (Intern – June – August, 2016)- Rendered 300hrs of work; giving creative ideas and outputs for the marketing
collaterals such as flyers, brochures, corporate giveaways, etc.- Research and analyze data for one of the major clients and made a power
point presentation.
I AM A YOUNG MOVER: The Markprof Roadshow, UST – (Organizer, October 2015)
- Provided overall coordination during the successful activity in UST.- Organized the event well, delegated tasks, attended to logistics and other
details to make sure the event is executed smoothly and successfully
MARKETING CONFLUENCE: Intensifying Thomasian Values in Business, UST - (Organizer, September 2015)
- Handled the registration area for hundreds of participants
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- Organized the prizes to be given for a certain part of the event
VIBE2015 – Annual Marketing General Assembly, UST - (Organizer, 2015)- Successfully gathered sponsorship for the event- Organized the materials to be used to the venue of the event
Becarios de Santo Tomas, UST - (College Representative 2013 - 2014)- Informed scholars about the organization’s upcoming events and
announcements- Answered and provided help and assistance to scholars’ queries
Salt and Light Literary Editor – Official School Newspaper Publication, LIIFI (2012 – 2013)
- Edited literary entries given by the staff and students- Wrote literary pieces to be published in the school newspaper
SEMINARS/ TRAINING ATTENDED:
● Youth Leadership Development Conference, PUP – COC Theater (Delegate, April 2016)
● Global Youth Summit 2016, Mall of Asia (Delegate, February 2016)● Junior Achievement Marketing Society - Interstellar (January 2016)● ATHOMIC CONGRESS 2016: One Click Through Digital World, UST (January
2016)● Ateneo Business Convention Blast Off, Ateneo de Manila University (January
2016)● BREAKTHROUGH: Public Speaking and Hosting Seminar, UST, (October 2015)● MAD WORLD: Unraveling the Creative Genius, SMX Convention Center
(February 2015)● Becarios de Santo Tomas - Staffers Training (2013-2014) ● JUAN BIG IDEA: Taking Marketing Thoughts into Idea, University of Assumption
of Pampanga, (September 2014)● SELFIE: How to Create Meaningful Personal Brands, SMX Convention Center
(February 2014)
PERSONAL INFORMATIONBIRTHDAY: May 22, 1997 STATUS: Single
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