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Loyola Schools John Gokongwei School of Management
RELIVING GOOD TIMES WITH PRESTO: Resurrection of Presto Tivoli Ice Cream
5- Co, Eimee L. 7 - Cruz, James Vincent E. 20 - Ng, Jasmin M. 24 - Ragadio, Kevin Joe N. 25 - Reyes, Luigi T. Marketing 101 C
Mr. Jose Rafael Lantin
March 8, 2011
Executive Summary Despite its dependence on economic conditions as a luxury good (its only significant environmental threat), the Ice Cream Industry in the Philippines is big, with total sales of Php 8.7B in 2010, and growing, with a sales volumes growth rate of 10.3% and a sales value growth rate of 33.28% for the years 2005 to 2010. Apart from good economic conditions, several factors push this growth, particularly, innovations to the marketing mix made by the dominant multinational players, Nestle, Unilever and San Miguel Corp., which combined have an 86% share of the market. Growth is expected to continue as the growing middle class shifts to the more expensive premium flavored variants and as market penetration increases –there are plans to move out of the concentrated and highly competitive Metro Manila area to other regions of the Philippines. Despite all these changes however, Ice Cream still remains a food for the young with Children, Tweens and Teens being the primary consumers and a food for celebrations. Presto Tivoli Ice Cream is the Ice Cream of the „masa‟. The primary key success factor for its two categories (Packaged Ice Cream and Frozen Novelties) is its affordability. Affordable quality – in this, the Presto Tivoli line stays in tune with its mother company, the Universal Robina Corporation. It is its creative Frozen Novelty line, however, that lets it stand out from its other competitors. Presto Tivoli caters to not only the end consumers, but also to the intermediary entrepreneurs as well. It can do this because of its strong sales force. The brand failed because it ignored or compromised the strengths of the company. One of the reasons for failure is lack of innovation due to financial constraints of the Research and Development department; this compromises Tivoli‟s differentiation as a fun, creative brand. Disputes with the suppliers pushed the cost of goods and, consequently, the prices of the product. Disputes with the dealers, on the other hand, compromises accessibility to consumers, allowing then the entering of multinational players to take their place in the market. Finally, the resignation of several veteran employees weakened its previously strong sales force.
Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 2
Ateneo de Manila University John Gokongwei School of Management Project Information Cataloging System (PICS) Class Project Information and Cover Sheet Name of Student/s: Co, Eimee, L. Cruz, James Vincent, E. Ng, Jasmin, M. Ragadio, Kevin Joe, N. Reyes, Luigi, R. School Year: 2010-2011 Subject Code: MKT 101 Course Name: Principles of Marketing Teacher(s): Mr. Jose Rafael Lantin (Information below this line and in this column for use by Faculty &/or PICS staff only.) Grade: Project Title: RELIVING GOOD TIMES WITH PRESTO: Resurrection of Presto Tivoli Ice Cream Client: Presto Tivoli Ice Cream (URC) Comments: Functional Area: Call Number: Sem: 2nd
Industry Category: Ice Cream
Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 3
Abstract (150 words or less) Author(s)‟ Recommended Key Words Presto Tivoli Ice Cream. Presto Ice Cream. Presto Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 4 .
Marketing Background A. Identified Market Opportunity for Re-launching the Failed Brand A. Company Profile B. Analysis of Opportunities and Threats 2. BCG (Boston Consulting Group) – Growth Share Matrix D. Segmentation. Present Marketing Strategy 1. Company Background A. Buying Pattern 4. SWOT Analysis 1. Market Trends (Past 3-5 Years) B.Table of Contents Executive Summary PICS Title Page I. Key Success Factors Competitive Analysis A. Current Position of the Company/Brand in the Market C. Marketing Mix (Four Ps) 3. Weaknesses 3. Environmental Analysis 1. Opportunities C. Targeting and Positioning 2. Company Strengths and Weaknesses Analysis D. Market Size (Volume/Value) 2. Strengths and Weaknesses of Competition (in terms of 4 Ps) II. Differentiation and Positioning B. Opportunities 4. Strengths 2. Market Profile (General Purchase and Usage Habits) C. Competitive Positioning B. Competitive Strategies Employed F. Market Shares/Sales Volume/Sales and Profit Trends C. Reasons for the Failed Brand IV. Identified Market Segments 2. Marketing Strategies (for each of the 4 Ps) D. III. Threats Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 5 . Market Needs Being Addressed 3. Brand Consumer Profile 1. Overview of the Industry 1. Usage Habit E.
Action Programs 4. Profits/Net Income 4. Product strategy/Positioning 2. Detailed Product Costing 3. Distribution 1. Psychographics C. New Value Proposition C. Distribution Set-Up/Map 3. New Marketing Strategy B. Major Promotions Tools 3. Print Advertisement c. Carious Promotion Activities/PR Events a. Overall Marketing Strategy A. Product 1. TV Advertising* b. Facebook Flash Game g. Identified Opportunities and Growth Strategy Proposed Target Market A. Packaging B. Demographics B. Promotions 1. Strategy Pyramid VIII. Sales (Volume and Value) 3. Overall Marketing Objectives B. Marketing Mix A. Trade Channels D. Distribution VII. Geographic VI. Behavioral D.V. LRT. Pricing Strategy 2. Specific Objectives and Targets (3 Years) 1. Pricing 1. Radio Advertisement d. Marketing Objectives A.MRT and PNR Southrail Line Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 6 . Outdoor Advertisement e. E. Advertisements Storyboards and Scripts f. Index Vs Competition C. Distribution Strategy Statement 2. Overall Promotions Strategy 2. Market Shares 2.
Financial Forecasts a. Euromonitor Forecasts c. Ice Cream Plant Proposal b.IX. Sales Volume/Value Projections b. Detailed Marketing Budget and Marketing Table c. Packaging Bibliography Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 7 . Income Statement Attachments/Appendices a.
I. with Nestle accounting for 42. The market is dominated by two large players. The Nestle brand is the largest Ice Cream brand in the Philippines. Selecta Wall' maintained the price of its Selecta 3-in-1 at PHP95 but increased volume by 33%. the volume CAGR is projected at just 1% between 2009 and 2014.75bn (US$195.5% of sales in 2008 and Unilever arm Selecta Wall's having a share of 40%. 6. Euromonitor believes there is an "opportunity" for manufacturers to penetrate key cities where the level of consumer income is on a par with Metro Manila. with 60% of total volume purchased there.6 litres. Meanwhile. responding to warm acceptance from buyers. accounting for 37. Euromonitor Ice Cream is very evident in the Philippine society – from TV Commercials down to print advertisements and radio commercials. the medium term remains "unexciting" for Ice Cream in the Philippines. According to Euromonitor. This growth in volume will contribute to the continuous contraction of other take-home Ice Cream. Marketing Background A.4m).8% in 2009 to PHP8. regarding the Ice Cream Industry in the Philippines (directly quoted from the website): 1. and others in impulse Ice Cream. 8. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 8 .2% of 2008 sales. Volumes were forecast to inch up 0.7% to 64m litres. 2.3% over the forecast period. The "minimal growth" will mainly come from the expansion of smaller lowerpriced brands like Creamline Dairy Corp. Products geared towards lower. This brand competes through its lower-pricing strategy of Ps100 per 1. Ice Cream sales in the Philippines were expected to grow by 2.and middle-income consumers have enjoyed recent success. namely Ice Cream desserts. 4. 7. Bulk Ice Cream will remain the "brightest spot" in Ice Cream with a volume CAGR of 1. 3.2% of sales in 2008. Nestlé embarked on the introduction of Nestlé Sorbetes which banks on the penchant of Filipinos for unbranded home made sorbetes. On the other hand. These are the highlights pointed out by just-food and Euromonitor. major manufacturers such as Nestlé and Selecta Wall's will see more growth in bulk Ice Cream. Consumption of Ice Cream in the Philippines was concentrated within the Greater Manila area between 2004 and 2008. Overview of the Industry Source: just-food. The Selecta brand enjoyed 36. 5.
10. 1. This growth is further classified according to category. Market Size (Volume / Value) Source: Euromonitor Figure 1. sales volume (amount of Ice Cream sold) and sales value (amount money earned) in the following pages. Sales Value of Ice Cream in the Philippine (in PhP M) There is a significant increase in the market size of the Ice Cream Industry in the period between 2005 and 2010.9. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 9 . The proliferation of smaller companies offering lower-priced branded products in the market has been snatching sales from major brands especially in impulse Ice Cream. Chocolate remains the undisputed favourite of Filipinos making it the number one flavour launched and developed by manufacturers.
00 -1.72 -8.Multi-Pack Water Ice Cream 0.43 -93.Single Portion Water Ice Cream Retail Artisanal Ice Cream 2.80 Impulse Ice Cream .80 0.06 5.18 11.70 0.Take-Home Dairy Ice Cream 3.40 9.Single Portion Dairy Ice Cream 0.13 Ice Cream Parlours 0.30 .11 10.Multi-Pack Dairy Ice Cream .26 . Volume Growth Percentage of Ice Cream by Category (2005 – 2010) Figure 2.70 1.78 3.70 0.00 2.98 Take-Home Ice Cream 3.68 -.96 .30 Table 1.94 2.Sales of Ice Cream by Category: Volume Growth Percentage (2005 – 2010) Ice Cream Category 2009/2010 2005 – 2010 CAGR 2005/2010 Total 0.Bulk Ice Cream -10.98 10.68 3.00 2.16 11.94 4.00 -42.69 1.41 .38 -.87 60. Volume Growth Percentage of Ice Cream by Category (2005 – 2010) Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 10 .Take-Home Water Ice Cream Ice Cream 2.45 Frozen Yoghurt 8.Ice Cream Desserts -2.
01 33.Multi-Pack Dairy Ice Cream .90 3.68 .74 .36 .61 Take-Home Ice Cream 4.82 11.50 2.09 34. Value Growth Percentage of Ice Cream by Category (2005 – 2010) Figure 3: Value Growth Percentage of Ice Cream by Category (2005 – 2010) In summary: “Ice Cream Parlours” had the highest volume growth for the years 2009-2010 while “Ice Cream Desserts” had the lowest with a negative value of 10 (bar not shown above).Single Portion Water Ice Cream Retail Artisanal Ice Cream 4.30 35.75 Impulse Ice Cream .50 (bar not shown above).Multi-Pack Water Ice Cream 3.77 5. “Ice Cream Parlours” had the highest value growth for the years 2009-2010 while “Ice Cream Desserts” again had the lowest with a negative value of 9.98 6.00 5.36 12.Ice Cream Desserts 0.98 -. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 11 .77 74.50 6.70 31.13 16.Bulk Ice Cream -9.Single Portion Dairy Ice Cream 1.37 -67.86 .42 Ice Cream Parlours 2.Take-Home Water Ice Cream Ice Cream 4.81 4. Consistent with volume growth.92 5.93 Frozen Yoghurt 10.00 6.91 33.Sales of Ice Cream by Category: Value Growth Percentage (2005 – 2010) Ice Cream Category 2009/2010 2005 – 2010 CAGR 2005/2010 Total 6.28 Table 2.97 33.40 -.86 26.50 -20.Take-Home Dairy Ice Cream 5.
G.37.R.: Volume Figure 5: Market Analysis – C. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 12 . respectively.A. Market Analysis – C.A.G.: Value “Ice Cream Parlours” has the highest CAGR (in terms of volume and value) for the years 2005-2010.Market Analysis (C. “Ice Cream Desserts” had the lowest growth (in terms volume and value) for the same years with negative values of 42.G.R.R. On the other hand.43 and 20.A.) Figure 4.
which offered both impulse and bulk Ice Cream. and the company‟s extensive distribution network. extensive distribution network and strong financial resources (to finance research and development. Unilever-RFM Ice Cream Corp maintained leadership with a value share of nearly 43% in 2009. Demand for reduced sugar Ice Cream and soy-based variants will increase as consumers look for healthier alternatives. Market Trends (Past 3-5 years) Source: Euromonitor Sales Ice Cream sales by volume went up by nearly 3% in 2010 with bulk Ice Cream going up by 3% (take-home Ice Cream have a 70% share of the total Ice Cream market). In troubled times. there‟s been a shift. they prefer not to consume Ice Cream at all over switching to the less expensive brands. Market Leaders The combined market shares of Nestlé. Economy Sales growth is highly dependent on economy. which permits Selecta to be available across the Philippines. Marketing Mix: Product While chocolate and vanilla remain the top two popular flavors. Growth is expected to continue. Health Awareness Consumers are becoming more health conscious. Continuous improvement of its value share can also be attributed to the wide price range of its products.2. Unilever and San Miguel Pure Foods Co Inc. as well as invest in advertising campaigns to improve awareness and enhance brand recall). Dominance can be attributed to their longstanding presence. Improved economy increases consumer spending on non-essentials such as Ice Cream. which is Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 13 . value sales grew by nearly 5%. This was mainly due to the strong performance of Selecta. allowing it to tap all income groups. This threatens high-end brands as the new offering is priced at only Ps210/kg compared to imported labels such as Häagen-Dazs. instigated by Unilever-RFM Ice Cream Corp towards more premium and limited (but affordable) edition products. amount to 86% in 2009.
are not neglected. are still more expensive than regular flavors). though more affordable than high-end brands. Place Market penetration is also aided by efficient distribution channels. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 14 . Aimed towards its middle class consumers. Jay Gamboa and Ariel Manuel both crafted and promoted the Selecta Gold series. and a celebratory dessert. “promote impulse-buying” by improving accessibility. It is likely that they will employ street peddlers to overcome transport and storage difficulties particular in the less developed areas. Cakes. on the other hand. and chocolate –in one pack. Individual peddling vendors. vanilla. Sau Del Rosario. Unilever-RFM Ice Cream Corp and San Miguel Pure Foods Co Inc heavily have advertised their brands through television commercials and print advertisements. an innovation by Nestle. Price Unit prices of Ice Cream are expected to remain stable despite the anticipated volatility of global milk prices. Megastar Sharon Cuneta and world renowned boxer Manny Pacquiao endorsed Nestlé and Magnolia Ice Cream products. ube. this trend is expected to continue and increase sales value significantly (as the premium Ice Cream.manufacturers are expected to outwards to other regions of the Philippines.sold at Ps840/kg”. All three players use celebrities to persuade consumers to purchase their products: Philippine top chefs Rolando Laudico. and The Food People Inc are limited to the Metro Manila area. Given the high concentration of Ice Cream sales in the Greater Manila Area some local players such as Arcefoods Corp. is seen more as a treat. especially during hot days. Ice Cream. Unilever-RFM Ice Cream Corp has and promotes “Selecta 3-in-1 plus 1” which contains four classic flavors – cheese. pastries and sweet/savoury snacks are eaten on a more regular basis since they are more filling to the stomach. These two innovations popularize Ice Cream because of improving its affordability. however. The “value-for-money” lines. On the other hand. respectively. Promotions “Nestlé Philippines Inc. Big players are foreseen to make the first move.” Others Competition between other snack products and Ice Cream remains low as Filipinos consume these products on different occasions.
With their allowance. C. they can buy what they want or need without the guidance of their parents. Tweens have more buying power and decision-making power compared to the young children consumer group.B. their increased attention to appearance has made them more interested in branded clothing. Environmental Analysis 1. Of the children surveyed. Conformity rather than freedom is a greater concern for teens since parents give them freedom in their purchases. clothes and fashion accessories. footwear. Young children also spend much time watching television as it is easily accessible. The following tables enumerate the opportunities and threats to the Ice Cream Industry from the perspective of Presto. 72% watch videos online and 76% create networks of friends online. Main commodities targeted by this consumer group are food and beverages. prepaid cards. fruit beverages. Other commodities widely consumed by this group are food. However. They have more pocket money and can purchase more snacks and are available to a wider variety of clothing. and Technological Factors while the General Market consists of the Market by itself. Social. Political. Market Profile (General purchase and usage habits) Source: Euromonitor Young Children. Teens have even more buying and decision making power than tweens. internet services and mobile phones. The desire to be accepted in a social group is given priority. as consumers. Out of the entire internet user in this group. Analysis of Opportunities and Threats Analysis of the Opportunities and Threats that the Company (Presto) faced before its shut down can be best classified according to: Environmental Factors and the General Market. clubs and discos making them the target for alcoholic products and cigarettes. electronic products. Teens are mostly attracted to social gatherings like parties. clothes. buying decision is mostly influenced by media or friends. They are usually drawn towards commodities related to media and social networking like videos games. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 15 . drinks or sweets. The Environmental Factors consist of the Economic. 96% said they watched daily. Tweens are usually drawn towards cheaper snacks. the Suppliers and the Competitors. snacks. have high spending power. and school supplies. The parent is often the decision buyer but young children can express their preferences towards certain products they want or need.
Social Environment Technological Environment Technological Advancements do not threaten the industry.). before they can launch their product. limits the stocks in a store to avoid overstocking. deflation.g. Opportunities Consumers spend more during economic booms. Ice Cream is viewed as a food that has no nutritional value. Technological Advancements facilitate efficient and effective transactions. like the Bureau of Food and Drugs (BFAD). Threats Environmental Factors Economic Environment Political Environment Depressions. Healthconscious consumers would probably consider it a guilty pleasure.Environmental Factors Economic Environment deals with the forces in the economy such as inflation. this strategy takes advantage of variety-seeking consumer behavior. which has Ice Cream as the filling) product line diverged from the traditional packaged Ice Cream (which come in pints. Inventory Control Objective (ICO) is an advancement that ensures the quality of the products. currency exchange rate and the like. Table 3: Analysis of Opportunities and Threats Based on Environmental Factors Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 16 . the Funwich which is a Sandwich type of Ice Cream. inflations and the like discourage consumption of luxury goods such as Ice Cream. Presto Tivoli Ice Cream‟s “Frozen Novelties” (e. as well as. and the like). gallons. quarts. In addition to altering people‟s perception (The consumers found it cool to eat. Compliance with the laws and regulations imposed Companies need to go by the Government (BFAD). An example of an economic crisis that really affected not only the Ice Cream Industry but most of the industries. Ice Cream is desired -a luxury. Social Environment deals with the social classes or the SEC. is the Asian Financial Crisis. Political Environment focuses on the laws and regulations imposed by the Government or a branch of it. Ice Cream is also thought to cause sore throats. Off-take Readings is an advancement connected to this ICO. assures and improves through BFAD tests the safety and quality of the product. Technological Environment focuses on the advancements that help a company operate at its maximum capacity.
Table 4: Analysis of Opportunities and Threats Based on the General Market Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 17 . spread out to the entire industry. more often than not .General Market Market is concerned with the process of selling the product to present and prospective consumers. They use the finest ingredients and this improves the taste. the raw materials Presto used were unreasonably expensive. namely Selecta. (e. Before they failed. Customers needed to place their order/s first. Selecta‟s Ice Cream was better – mainly on the Packaged Ice Creams category. the Eskimo Roll) Competitors Presto Tivoli Ice Cream had four major competitors. This increased their cost of goods sold and decreased their profits. Supermarkets and the dealers could no longer afford to display Presto freezers in their stores because of the limited space. Magnolia does not have many Novelties as Presto has. Coney Island has a strong and creative Novelty Ice Cream Category. is used to make Ice Cream. General Market Market Suppliers Unreliable suppliers cause inconsistency in the quality and availability of raw materials. Companies fight to get a bigger slice (share) of a limited pie (the market). one of the most important raw materials. (For example: Milk. Threats People were looking for a different type of Ice Cream that is delicious enough that can be eaten and served daily. Selecta had no Novelties then (mid „90s). Magnolia. You can use the market to introduce new products – by offering customers free samples with their purchases or simply by placing them next to your other offerings. Presto invested in its Frozen Novelties product line. Suppliers are the partner-companies of the client-company who provide the company with raw materials needed for the product. They can also form cartels and associations that help protect their industry from outside threats –like taxes and minimum wage laws. Coney Island‟s packaged Ice Cream is not as readily available for sale to customers. An important opportunity companies get from their competitors are the innovative ideas that. Many industries are pretty cut throat. They provide the client-company all the raw materials with quality. Arce Dairy uses carabao milk in their Ice Cream.g. Opportunities The greatest opportunity that the market has in store for the industry is to create a product that offers a unique kind of Ice Cream experience.) Competitors are companies who offer the same or similar products. Arce Dairy and Coney Island. often at a discount. Reliable suppliers are partners.
Coney Island. In 1995. They are professional (to work with) and trained (about the scientific selling. primarily the Frozen Novelties. Coney Island shut down. afternoons playing street games.2. Presto‟s Sales increased by 30%. Table 5a: Key Success Factors of Presto Ice Cream Ice Cream Industry (Philippines) Key Success Factors KSF Feel-good Ice Cream Experience Benefits/Results Eating Ice Cream reminds people of their childhood . and Capable Employees. like merchandising and distribution). Present and prospective consumers became more aware of their products. and the like) more than its competitor. television. summers at the beach. KSF Affordability/ Price-Value Ratio Creative Packaging Strong Marketing Campaign Capable Employees Benefits/Results Consumers think Presto Tivoli Ice Cream is worth the money they spend on the product. Filipinos are known to be Family-oriented and hospitable. Eating Ice Cream becomes their form of bonding moment Appropriateness with the Climate Addresses the Filipino Tradition Table 5b: Key Success Factors of Ice Cream Industry in the Philippines Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 18 . Creative Packaging.more so than cake that is popular even among adults. years worth of Birthday parties and rewards for good grades. It‟s the fun. whimsical and magical dessert. The Philippines. When people eat Ice Cream. KSFs can also be used to gauge the company‟s position and its satisfaction with its operations both internally and externally. especially during summer season. Key Success Factors The Key Success Factors determine if the Marketing Strategy of the company can successfully create profitable relationships with its customers. Strong Marketing Campaign. Presto has creative offerings when it comes to its products. being a tropical country. Presto Tivoli Ice Cream Key Success Factors Presto has determined the following KSF‟s: Affordability/Price-Value Ratio. The Gokongwei Group of Companies invested on advertisements (newspapers. In late 1995 to 1996. they think of visits to the zoo. Sundays at the park. Presto has a strong sales force. is a good market for Ice Cream Industry.
03 1.53 0. Competitive Positioning This section juxtaposes product features and prices Presto and its major competitors: Selecta. than Presto Coney Island and Presto competed widely in the Frozen Novelties 50% higher category.92 1. The BTIC Inc Prosperity Foods Selecta Wall‟s Inc Universal Robina Corp Others Total 2005 40. Coney Island had more creative novelty segments. Table 6: Competitors and their Comparative Features and Prices Selecta Magnolia Arce Dairy Coney Island B.93 100.12 2. Mango.51 8. 5% higher Arce Dairy‟s selling point is their use of Carabao Milk. Company Unilever RFM Ice Cream Inc Nestlé Philippines Inc San Miguel Pure Foods Co Inc Häagen-Dazs Distribution & Marketing Philippines Inc Arcefoods Corp Food People Inc.89 3. Drumstick. Pastillas de Leche. Presto and Magnolia competed head-to-head in both categories of Ice 10% higher Cream.13 3.16 3.16 8.92 1.47 3. Magnolia.39 100. Ube higher Macapuno.g.29 3.00 2009 42.g. Market Shares/ Sales Volume / Sales and Profit Trends Source: Euromonitor 1.66 35. usually… Selecta and Presto had similar Packaged Ice Creams. and Coney Island.00 Year 2007 41. Ube and many more).73 3.62 1.86 1.45 3. Presto also had Packaged Ice Creams in basic flavors (e.II.04 6.61 2.16 1.57 0.86 3.24 40.11 37. and the like).13 2.31 3.93 4.21 35.24 40. In addition. Arce Dairy and Presto competed in the Packaged Ice Cream category.00 2008 42.12 1. Arce Dairy. Frozen Novelties of Magnolia that competed against the than Presto Presto include the following: Pinipig.00 Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 19 . etc. Competitors Product/Features Price Range Presto has two Ice Cream Categories: Prices are Frozen Novelties and Packaged Ice Cream. Chocolate.50 7.57 100.26 100.62 1.16 3.08 3. Market Shares This section shows the market shares of the competing companies and brands in the Ice Cream Industry today.72 100.57 0.48 2. Popsicle.55 0. Competitive Analysis A.00 2006 39. Langkas.81 3. Many of 10%-15% Selecta‟s Packaged Ice Cream are Filipino flavors (e. It also than Presto had a Foreign-sounding name despite being a local brand –taking advantage of Colonial Mentality.56 0. Presto had than Presto these flavors as well.81 3.
15 40.16 El Favorito Prosperity Foods 0.20 40.61 2005 2006 2009 43.00 Table 8: Market Shares of Competing Ice Cream Brands (2006 – 2009) Company Year 2007 39.00 100.40 Pinipig Crunch Nestlé Philippines Inc 0.27 Mega Nestlé Philippines Inc 0.13 0.95 8.54 7.36 0.16 Others Others Total Total 100.01 30.97 43.31 3.59 Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 20 .69 3.77 2.18 Non Stop Nestlé Philippines Inc 0.85 0.67 Unilever RFM Ice Cream Inc 42.93 0.78 11.00 2008 42.72 Selecta Wall's Inc 12.93 3.00 Table 9: Impulse Ice Cream Company Shares (2005 – 2009) Brand Cornetto Selecta Drumstick Nestlé Cup Twin Popsies Nestlé Häagen-Dazs Pinipig Crunch Jelly Tongue Company Unilever RFM Ice Cream Inc Unilever RFM Ice Cream Inc Nestlé Philippines Inc Nestlé Philippines Inc Nestlé Philippines Inc Nestlé Philippines Inc Häagen-Dazs Distribution & Marketing Philippines Inc Nestlé Philippines Inc Nestlé Philippines Inc Year 2007 2008 22.76 0.24 0.93 12.53 BTIC BTIC Inc 0.79 0.94 2.62 Nestlé Philippines Inc 3.94 0.36 0.08 3.57 4.62 1.09 0.32 5.20 1.14 3. The 1.67 Nestlé Philippines Inc 6.73 3.75 32.38 6.26 6.02 100.86 2.27 12.53 2.15 Drumstick Nestlé Philippines Inc 0.00 100.55 1.86 0.99 4.55 3.92 3.18 2009 38.83 4.89 2006 Unilever RFM Ice Cream Inc 33.14 3.42 0.12 Nestlé Cup Nestlé Philippines Inc 0.44 2.13 3.08 5.74 3.08 37.04 Cornetto Selecta Wall's Inc Merienda Time Nestlé Philippines Inc Mimi Bugz Nestlé Philippines Inc Presto Universal Robina Corp 5.76 43.32 5.84 8.Table 7: Market Shares of Competing Ice Cream Companies (2005 – 2009) Brand Selecta Nestlé Magnolia Cornetto Häagen-Dazs Company Year 2007 2008 37.00 2006 6.00 100.44 8.08 2.36 0.81 3.39 0.16 6.57 2009 27.61 5.57 1.81 Twin Popsies Nestlé Philippines Inc 0.16 5.03 Fruits in Ice Cream Food People Inc.52 4.35 0.87 4.12 2.10 12.97 1.44 Häagen-Dazs Distribution & Marketing Philippines Inc 41.69 8.99 2.47 San Miguel Pure Foods Co Inc Unilever RFM Ice Cream Inc 3.49 100.36 Jelly Tongue Nestlé Philippines Inc 0.61 Häagen-Dazs Distribution & Marketing Philippines Inc 2.18 4.16 3.00 100.35 6.01 Maxibon Nestlé Philippines Inc 36.80 Selecta Selecta Wall's Inc 3.29 8.09 30.08 25.81 4.60 2.13 Arce Arcefoods Corp 1.50 9.83 39.16 0.90 1.00 100.39 12.12 1.31 8.01 0.98 0.10 10.01 5.27 Others Total 100.46 5.75 3.36 0.56 1.
01 1.20 0.82 3.35 35.82 9.78 0.01 Häagen-Dazs Distribution & Marketing Philippines Inc 0.82 3.95 42.43 100.92 2.20 Prosperity Foods 41.17 Nestlé Philippines Inc 5.54 1.26 39.93 38.05 3.29 0.00 Table 12: Take-home Ice Cream Brand Shares (2006 – 2009) Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 21 . The 1.43 100.56 1.00 100.00 100.54 3.53 1.29 0.65 25.00 100.96 Nestlé Philippines Inc 2.96 10.17 8.83 3.50 Selecta Wall's Inc Universal Robina Corp 2.78 0.04 8.88 7.96 6.56 1.82 2.02 0.43 24.83 San Miguel Pure Foods Co Inc 3.91 1. The Year 2007 2008 43.00 2008 43.93 7.62 Others Total 100.79 25.01 Häagen-Dazs Distribution & Marketing Philippines Inc 0.03 43.01 1.46 Food People Inc.93 36.96 10.27 Selecta Wall's Inc Nestlé Philippines Inc Nestlé Philippines Inc 24.Mega Non Stop Maxibon Cornetto Selecta Merienda Time Mimi Bugz Others Total 6.79 2.50 Selecta Wall's Inc Universal Robina Corp 2.76 1.00 100.00 Table 11: Take-home Ice Cream Company Shares (2005 – 2009) Brand Selecta Nestlé Magnolia Arce Fruits in Ice Cream Häagen-Dazs El Favorito Selecta Presto Others Total Company Unilever RFM Ice Cream Inc Nestlé Philippines Inc San Miguel Pure Foods Co Inc Arcefoods Corp Food People Inc.20 0.06 0.03 38.26 2.02 2.04 36.22 2.29 Nestlé Philippines Inc 0.62 Others Total 100.54 3.20 Prosperity Foods 42.10 1.92 2.52 Selecta Wall's Inc 12.79 Arcefoods Corp 1.00 2006 39.13 Others Total 100.05 3.82 1.46 Company 2005 2006 2009 44.96 2.84 9.82 1.00 100.43 100.96 2009 44.06 Nestlé Philippines Inc 21.00 1.00 100.77 2.29 0.26 2.10 1.35 35.00 100.96 1.77 2.93 Unilever RFM Ice Cream Inc 42.84 3.00 Table 10: Impulse Ice Cream Brand Shares (2006 – 2009) Year 2007 43.
Brand Share 40% Magnolia 30% Selecta 20% Presto 7% Coney Island 3% Arce Dairy Table 13: Market Share of Packaged Ice Cream (1995 – 1996) – Estimated Values Only Figure 6: Market Share of Packaged Ice Cream (1995 – 1996) – Estimated Values Only Brand Share 50% Magnolia 35% Selecta 10% Presto 2% Coney Island 3% Arce Dairy Table 14: Market Share of Frozen Novelties (1995 – 1996) – Estimated Values Only Figure 7: Market Share of Frozen Novelties (1995 – 1996) – Estimated Values Only Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 22 .
13 69.00 100.627.00 646. It also shows the sales of Ice Cream per according to its distribution channel (groceries.13 52.Single Portion Water Ice Cream Retail Artisanal Ice Cream 49.00 100.00 100.53 Table 15: Sales of Ice Cream by Category: Volume (2005 – 2010) Category in „000 liters Distribution Format 2009 649.00 100. Sales Volume/Sales Profits and Trends This section shows the sales volume of the Ice Cream Industry in the Philippines by category.00 Store-Based Retailing 100.268.38 8.444.679.00 100.270.42 2010 654.89 60.Multi-Pack Water Ice Cream 3.38 51.64 53.12 54.67 6.75 5.11 Supermarkets/Hypermarkets Discounters 25.72 130.99 Other Grocery Retailers Non-Grocery Retailers Health and Beauty Retailers Other Non-Grocery Retailers Non-Store Retailing Vending Homeshopping Internet Retailing Direct Selling Total 100.24 56.95 .58 16.10 3.96 61.69 0.02 50.501.78 0.659.127.00 100.65 2. and the like).53 120.00 100.90 Small Grocery Retailers 9.46 49.31 2.84 0.557.13 4.55 2.12 24.87 50.06 6.85 52.69 90.515.203.320.31 53.367.606.81 6.10 110.00 Grocery Retailers 68.79 0.92 34.00 100.62 Impulse Ice Cream .29 23.957.00 100.253.580.980.47 15. Year 2005 2006 2007 2008 632.95 -.24 Year 2005 2006 2007 2008 2009 2010 100.85 .97 8.596.272.705.14 59.71 3.12 25.17 50.13 7.00 Table 16: Sales of Ice Cream by Distribution Format Percentage (2005 – 2010) Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 23 .966.22 3.91 15.93 5.00 100.80 Take-Home Ice Cream 48.003.91 637.912.364.2.59 9.72 5.81 Ice Cream Parlours 6.02 6.34 701.71 0.Multi-Pack Dairy Ice Cream .71 694.43 3.Single Portion Dairy Ice Cream 2.19 3.12 .37 3.74 68.00 100.069.68 101.041.302.643.02 52.Take-Home Water Ice Cream Ice Cream 55.16 69.00 100.98 641.46 15.192.84 2.68 Forecourt Retailers 5.072.26 Independent Small Grocers 0.38 49.60 633. supermarkets.77 25.27 53.49 5.856.15 18.037.30 Frozen Yoghurt 81.Bulk Ice Cream 56.78 70.595.50 .745.Take-Home Dairy Ice Cream 48.00 100.543.390.82 2.66 68.92 6.00 100.72 50.00 100.37 15.38 8.358.961.69 673.00 -.75 26.96 Convenience Stores 15.17 646.78 9.386.124.Ice Cream Desserts 691.16 51.59 5.59 57.640.
where 4 flavors of Ice Cream are placed in one tub. Get 1”) SEC Classes (mostly on the lower sector): The Ice Cream products of Presto are offered to SEC Classes B. Selecta 3 in 1 + 1 It has also launched its Selecta 3 in 1 + 1. Nestle and Magnolia The multinationals have enough money to spend on research and development of their products –producing new flavors such as Ube. and Place: Marketing Mix Product Marketing Strategy Product Differentiation: This strategy was widely used in the Frozen Novelties category. Lower Prices: Presto offered Ice Cream products at lower prices than its competitors. “Unique” products included “Heaven in a Bar” (wherein Ice Cream is used as a filling) and the Funwich (which is a sandwich filled with Ice Cream).e. Strengths and Weaknesses of the Competition (in terms of 4 Ps) Source: Euromonitor The following table lists down all the Strengths and Weaknesses of the current competition according to the Marketing Mix: Marketing Mix Product Strengths Selecta Gold Selecta has launched its gold series –premium.C. Weaknesses Dirty Ice Cream Dirty Ice Creams are not as tasty and do not have as much variety. Promotion. Marketing Strategies (for each of the 4 Ps) The following table shows the Marketing Strategies used by Presto according to the Marketing Mix (the 4 P‟s): Product. This innovation gives the consumers more value (in terms of variety) for their money. Presto differenced itself from competitors who are offering the same type of Ice Cream. The series is an improvement in quality compared to the basic flavors and an improvement in price compared to the more expensive brands such as Häagen-Dazs. Table 17: Marketing Strategies (for each of the 4 Ps) Price Promotion Place D. Selecta. Cheese. This is a big (future) threat to Presto‟s novelty line in addition to Nestle. Cornetto and Selecta. limited edition Ice Cream designed by the “top chefs in the Philippines”. Korean Ice Cream There has been an influx of Korean novelty treats. (“Buy 5. D. and new products. C. Otherwise. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 24 . most of the population). Langka. Competitors‟ prices are usually 5%-10% higher than Presto‟s. Ice Creams in general taste alike. and E (i. Price-off Strategy: Discounts were implemented during special seasons. Price. etc. apart from special flavors.
Megastar Sharon Cuneta Magnolia. There are no weaknesses in this section. Place Other Local Ice Cream Many Local Ice Cream brands are limited to and concentrated in the Metro Manila Area. Nestle and Selecta Started by Nestle and copied by Selecta are the peddling vendors which significantly improve accessibility –bringing their products almost to their customers instead of waiting for the customers to come to them. World Renowned Boxer Manny Pacquiao Dirty Ice Cream. Dirty Ice Cream Very inexpensive All Prices are expected to remain stable. The big players are expected to make a move towards other regions via peddling vendors. print. Jay Gamboa and Ariel Manuel Nestle .Price Selecta The two pet projects of Selecta are aimed towards improving sales via market penetration via affordability to as many different SEC as possible. Promotion Selecta.Philippine Top Chefs Rolando Laudico. Sau Del Rosario. the popular multinational brands are available in almost all major convenience and grocery stores. Häagen-Dazs A brand of Nestle which sells premium Ice Cream at a very high price. the dominant multinationals have the funds to heavily promote their products via advertisements in television. Nestle and Magnolia Again.: Selecta Gold series . etc. In addition. This weakness in terms of price was what Selecta targeted when it came up with its Gold series. Table 18: Strengths and Weaknesses of the Competition (in terms of 4 Ps) Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 25 .
2) agro-industrial products group deals with hog and poultry farming.5% 1st Sugar Confectionery Table 19: Current Positions of the Brands of Universal Robina Corporation (URC) Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 26 . biscuits. It is a subsidiary of Philippine conglomerate. instant coffee products. and the production and distribution of animal health products and 3) commodity food products focuses on sugar and refining.3% 2nd Pouch Instant Noodles 6. Our leading brands offer consumers the best in enjoyment. JG Summit Holdings. Company Profile Universal Robina Corporation (URC) is a Philippine company founded in 1954. 1.9% 3rd Packaged Food 15. Current Position of the Company/Brand in the Market Source: Euromonitor Universal Robina Corporation (URC) is a big player in many industries.0% 6th Dried Pasta 43. and flour milling and pasta manufacturing. Company Mission URC is the customers‟ first choice in fun snacks. glucose and soya products. quality.7% 1st Extruded Snacks 66. Company Vision Delighting the consumers with trusted brands of exceptional quality and value making lives a truly fun experience.III. tomato-based products.7% 1st Tortilla/Corn Chips 7. chocolates. B. soft and hard candies.9% 1st Chips/Crisps 40. We are the dominant market leader in the Philippine snack foods industry. instant noodles. value and convenience. The following figures tell us the current position of each URC field/industry in the market: Product Category Percentage Ranking 5. the manufacture and distribution of animal feeds. With its expansion. and ready-to-drink beverages. 2.5% 6th Chocolate Confectionery 37. the company is now involved in various food businesses which can be categorized in three segments: 1) branded consumer foods group manufactures and distributes a range of snack foods. Company Background A.
Presto did not sufficiently advertise its products. Brand Consumer Profile 1. Identified Market Segments and Market Needs Being Addressed Presto Tivoli Ice Cream‟s targeted segments can be divided into two types: the consumers and the entrepreneurs. Company Strengths and Weaknesses Analysis Marketing Mix Product Strengths Frozen Novelties. The consumers. they are the intermediaries between the company and the final consumer. and E Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 27 . affecting the COGS. Value for money was the main selling point of the company.” Corresponding Features/Benefits Presto Tivoli had introduced Heaven in a Bar (HIB) to counter the Company‟s image as the Ice Cream of the masses. Extensive networks than Magnolia (Presto entered the excluded areas such as Isabela. Sales Training Support for the Salesmen. create nor present new Ice Cream products because of insufficient funds. D.” People who want affordable. Problems with the supplier causes changes in the prices (and quality) of products. There is no saturation.) Table 20: Company Strengths and Weaknesses Analysis D. Cagayan. D and E) and other consumer groups (students and children). “Ice Cream is luxury. but delicious Ice Cream. I am rich and successful enough to eat it. Presto implemented the Inventory Management to maintain the quality of their Ice Cream products. “Image is everything.C. and Mindanao which Magnolia avoids. the profit margin and the prices. or end users. Affordable prices Weaknesses The Research and Development Team did not develop. Targeted Segment Class B Customer Needs People of prestige and luxury who value their image. C. can be divided based on their Social Economic Class (which include B. Its product line of the frozen novelties embodied the value of affordability. Class C. The entrepreneurs are the dealers or the distributors of the products. Price Promotion None Place Strong distribution channel.
in general Also primary consumers Sweet tooths. most people eat Ice Cream. Target segments (in terms of SEC) included are the C. E classes. Summer.keep their novelty line interesting. Presto products earn cash quickly. Casual eating is very hard to influence. women). D. Table 21: Consumers Targeted Segment Entrepreneurs/ Dealers/ Sari-Sari Stores Customer Need Profit: “How fast these products can be turned into money?” Corresponding Feature/Benefit High consumer demand results in high inventory turnover. Children. “I‟m cool and grown up!” The novelty factor –offering new products that the competitors do not offer. are the primary consumers. Cebu and Bacolod (Visayas). …when consumers have extra money in their pockets. Table 22: Entrepreneurs 2. Fiesta. Davao Apart from those who are on a diet or are health conscious (more often than not. Frozen Novelties Category can be bought with their own meager “baon” or allowance –instead of directly relying on their parents. North Luzon. Birthdays. …when the consumers want to reward themselves. however. Children. Ice Cream is eaten… …during occasions such as Christmas.Students Primary consumers of Presto Frozen Novelties who also want affordable quality. Ice Cream is sweet and tasty. Table 23: Buying Patterns and Usage Habits Demographic Psychographic Behavioral Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 28 . Buying Patterns and Usage Habits The following table shows the consumers‟ buying patterns and usage habits: Market Segments Geographic Characteristics Most of the consumers of the Ice Cream Products come from Manila. Popularity of Presto Ice Cream in the different areas in the Philippines can be ranked as follows: Metro Manila. Novelty goods add fun to the experience of eating Ice Cream.
Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 29 . Present Marketing Strategy 1. URC aims to provide quality products in affordable prices. In terms of SEC. wide distribution and high-impact marketing. the targeted segments are the lower classes. The products of URC (based from observations in the grocery stores and supermarkets) are affordable. but for the rest of the world. It has paved the way for the development of the Philippine food industry by being one of the first Philippine multinational companies.E. Teenagers and young adults are featured in the drinks‟ commercials of URC (C2). Families are integrated into the commercials of the noodle products (Payless). Finally. not only for Filipinos. Children are shown in commercials that advertise candies. in line with JG Summit‟s vision to make life better. teenagers. They are designed for the „masa‟. Segmentation. Positioning Source: URC Website Universal Robina Corporation is a leader in convenience foods and beverages in the Philippines. Current Value Proposition Source: URC Website Universal Robina Corporation is committed to bringing Filipino taste and culture worldwide. chocolates and chips. Targeting and Positioning Segmentation and Targeting Source: URC Website Based from the commercials and advertisements shown by URC today. its target market consists of children. and Families. Through its innovation in food products.
1% of revenues. They are designed for the „masa‟. The products of URC (based from observations in the grocery stores and supermarkets) are affordable. which made their products dominate over their competitors. To strengthen URC‟s sales in sari-sari stores and groceries. URC sells its branded consumer foods mainly to supermarkets. In 2000. accounting to about 7. extensive marketing and experienced management. distribution. Marketing Mix (Four Ps) Marketing Mix Product Description and Advantage URC offers a wide variety of food-related businesses that are organized in three major business segments namely Branded Consumer Foods. noodles and pasta and tomato-based products. In this segment. URC has allocated a substantial amount to advertising and promotion campaigns and market research. C. Thailand. and Commodity Food Products: A. all the manufacture. which also includes packaging division. Agro-Industrial Products In the category of Agro-Industrial Products. biscuit. These expenses are used for the maintenance or improvement of a brand‟s market share or for the launching of a new product. the targeted segments are the lower classes. which sell its products to small retailers and downline markets. and Vietnam.7% of the Company‟s revenue for the fiscal year ended September 30. URC has concretized and maintained a strong brand portfolio perceived in the market. Singapore. B. beverage. Branded Consumer Foods Branded Consumer Foods is the largest segment. candy.2. an innovative distribution scheme for downmarket accounts. top wholesalers. 3) glucose and soya products (Universal Corn Products). both in the Philippines and in its overseas markets. Its sub-distributors consist of large scale trading companies and independent business managers. The Asian operations contributed to about 22. URC expanded to neighboring Asian countries like China. and 4) production and distribution of animal health products (Robichem). They do this by constant innovation. bakery. chocolate. This includes various snacks. and large convenience stores. 2005 Table 24: Present Marketing Strategy According to Marketing Mix (Four Ps) Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 30 Price Promotion Place . Commodity Food Products The commodity food products involve sugar milling and refining through its subsidiaries and flour milling through URC Flour division. URC considers its developed distribution channel and sales network as part of their competitive advantages. In terms of SEC. Indonesia. 2) manufacture and distribution of animal feeds. sales and marketing activities for the Company‟s consumer products are accomplished. the company created the Grand Slam Program. URC has further subdivided its products into: 1) hog and poultry farming (Robina Farms). The snacks section of the URC focuses on variety. Malaysia. Through constant product innovation. Agro-Industrial Products.
Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 31 .
Discounts are offered during seasons where Ice Cream is not in demand in the market.00). The company was exploring Complementary Distributor/Dealer Accounts. They will also handle the freezers of the Ice Cream Products. Product or Service neither new nor different: Low Profiling of Research and Development Department (R&D) The Research and Development Department lacked funding. They were unable to develop new offerings to the variety-seeking market. which is part of the Frozen Novelties Category. The introduction of foreign brands and big players which offered similar products at slightly higher prices killed the smaller. F. c. The introduction of Heaven in a Bar (worth Php 20. This activity is done in secluded areas such as Sapang Palay in Bulacan. Cash Discounts are also implemented for those dealers/distributors that pay early. Likewise. Presto lacked space for its products that should have been competing with the products offered by these Multi-national Companies. but they have tried to enter the higher SEC such as B and C by offering products that are priced just right. These products are offered to the higher SEC to prove Presto Ice Cream‟s capacity to cater to the higher SECs as well. these Multi-national companies have bought the freezer spaces in supermarkets and grocery stores. local brand Presto Tivoli. b. One great example of which is during Rainy Seasons. Reasons for the Failed Brand Presto did not survive mainly because of the cut-throat nature of the industry.3. A dealer will be assigned to handle the Ice Cream products and distributes them to smaller sellers of the product. The following are the in-depth reasons Presto Ice Cream failed as a brand: Entry of Multi-national Ice Cream Companies such as Magnolia and Nestle Multi-national brands are considered better than local brands because of Colonial Mentality. In Supermarkets. Because of such situation. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 32 . is an example of that step/activity. Isabela and the like. d. Presto is known to cater to the lower SECs. Competitive Strategies Employed These are the Major Marketing Activities performed by Presto before it shut down on 2002: a. wherein Presto presented Rainy Day Discounts to dealers or distributors of the Ice Cream. A parent-child system.
Poor Support from your Middlemen/Choosing the Wrong Middlemen on Supplier: No Dealer Support Dealers no longer wanted to sell Presto as it no longer as popular: “Why should I handle Presto Ice Cream if it is not been on demand by consumers?” A dispute over electricity bills came up between Presto and the dealers. there were no suitable replacements in those departments. Moreover. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 33 . Not Doing Market Research. the cost of getting or acquiring raw materials is varied due to changing suppliers and general price fluctuations. or Ignoring its Findings/Ignoring your Company‟s Resources and Objective: Stacking Up of Marketing and Advertising Departments The veterans or practitioners working in the said departments resigned. Choosing the Wrong Middlemen on Supplier: Higher Overhead Cost Overhead cost is now higher because of unreliable suppliers. Doing Poor Market Research. Furthermore.
there is thus a need for constant innovation –continually producing new products and new varieties of products for the target market. if the campaign succeeds. consumers will choose presto precisely “because” it is Filipino and not “despite of”. URC. Strengthening Proudly-Filipino Made Ice Cream Filipinos are fond of patronizing imported products despite their higher prices. B. it is important not to compromise quality so as to build trust in the brand. behaviors. reward good. Opportunities Based on the analysis. Presto will have built up a sizeable loyal market base. The two departments determine and pass on the brand‟s value proposition to the consumers in an attempt to inspire attention. An increase in funding for the R&D team is a must. instead. Identified Market Opportunity for Re-launching the Failed Brand A.IV. If or when nationality goes down. desire and Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 34 . known for its affordability and quality. which parallels our perception of multinational brands and imported products) Presto can. spending patterns. etc –knowledge which will ground and improve future marketing decisions by providing more accurate predictions of consumer demand. 2. This is due to colonial mentality and it is one of the marketing reasons for brand failure. Higher Investment on the Research and Development Team (R&D): Filipinos can exhibit variety-seeking behaviors. Now. differentiate itself from them and from foreign-sounding local brands (such as Acre Dairy) by highlighting its affordability. In collaboration with its mother company. Using brand imaging to give Presto a Filipino image that will bring it close to the Filipino heart makes use of one of the fundamentals of marketing –the use of familiarity to endear the brand to the market. Strengthening the Marketing and Advertising Departments: Market research is vital as it allows the company to know the market‟s likes and dislikes. In offering Filipinos proudly-Pinoy ice cream products however. is an opportune moment Presto can make use of to try reverse colonial mentality. a period of rising nationalist sentiments. will offer new and innovative ice cream products to the market. Presto Ice Cream will be positioned as a Filipino ice cream which Filipinos can relate to. the group has identified the opportunities as follows: 1. interest. Instead of competing with international brands and playing by their rules (portraying ice cream as a luxury. 3. Differentiation and Positioning Presto Ice Cream.
the company can offer competitive compensation and benefits. To rebuild its previously strong image and popularity. presto needs to answer a question from the previous part: “Why should I (the dealer) handle Presto Ice Cream if it is not in demand?”. It will have low market share (compared to dominant brands) in a high growth rate market (the ice cream industry is growing).) should thus be revived and improved. opportunities. is the need to improve overall company-employee relations. Weaknesses Packaged Ice Cream -Presto‟s packaged ice cream aren‟t as strong as the other brands because of lack marketing budget and creativity.). 4. It only used the flavors Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 35 . In addition to only targeting the lower SECs such as the C. Building Back the Trust of the Dealers and Middlemen of Presto: In addition advertisements and promotions. D. weaknesses. however. Affordable Prices – Affordability will be maintained. dealers also introduce Presto to its target market by improving availability –which is necessary in building trust and patronage. To market the products to dealers and middlemen.e. it is necessary to have an in-depth discussion of the company‟s predicted strengths. C. Funwich.action from the targeted segment. and threats (SWOT): Strengths Frozen Novelties – Presto had a greater market share in the frozen novelties category than it had in the other category of ice cream -packaged ice cream (ice cream sold in pints. quartz. D. The success/failure of the product as a brand depends on them. SWOT Analysis Presto was a popular brand from the 80‟s until the entry of multi-national brands. Once Consumer demand goes up because of the above previous moves. and Heaven in a Bar. etc. etc. this will no longer be a problem. It is thus important to cultivate the company‟s marketing and advertising departments: To keep veteran practitioners from leaving. gallons. Its popular frozen novelties series (i. it can possibly also improve market size and penetration in the higher SECs by using affordability to market its ice cream as an everyday treat -no longer a luxury. more important. BCG (Boston Consulting Group) – Growth Share Matrix “Question Mark” is the position in the Growth Share Matrix where Presto will be. and E markets as a luxury good. however.
a lot of brands use value for money as its value proposition. can be seen. the market of which is dominated by Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 36 . Presto ice cream. differentiated flavors. Presto will have a smaller budget allocated to it than the other brands –both competing ice cream brands and possibly its more successful sister brands. we can gain them as partners in not only distributing.00. Despite the small difference in prices. Cooperation with Middlemen – By improving relations with middlemen. etc. this strategy can hopefully turn a former weakness into a strength: Filipinos will patronize Presto precisely because of and not despite of its status as a local brand. Unilever‟s Vaseline 4 in 1 – a shampoo which only costs Php 5. but promoting our products and our brand.to name its products -Chocolate. it would be best to address this problem as well: by concentrating on its frozen novelties category. taking advantage of its name and origins. can be featured as a proudly Pinoy product. By riding the bandwagon of rising nationalism in today‟s political climate. Strengthened R&D Team and Marketing and Advertising Departments – Innovations from the three strengthened departments will possibly bring opportunities. We can use them to compensate for the Multinationals‟ bigger budgets for advertising. An innovation‟s potential added contribution to the success of the product can be immense. Its Filipino image will hopefully bring it close to the Filipino heart. Jack and Jill. Threats Other Ice Cream Brands– The Presto‟s greatest threat is the cut-throat competition among ice cream brands. by creative marketing. etc. Reputation of Sister Brands– Presto as a sub-brand of URC is backed by the reputation of its sister brands. Budget –Without a doubt. are well-known familiar brands among the Filipinos. Presto‟s reputation as an affordable brand can be a big boon. Though not necessarily a reason for brand failure. Concentration of Market in the Greater Manila Area (source: just-food. Proudly Filipino Made Ice Cream – In an attempt to reverse colonial mentality.e. Opportunities Economic Condition –Poor economic condition create a trend towards more affordable commodities used in daily living. C2. etc. Ube. Euromonitor) -Sixty Percent of Ice Cream Sales Volume is from Greater Manila Area (2004-2008). i. by creation of new.
Euromonitor) – Since Presto Ice Cream offers affordable products. Local flavors from different places across the country will be known nationally. and E). Less Expensive Sweets and Desserts -Non-dirty ice cream is perceived as a luxury commodity unlike other sweets and desserts which can be bought for as little as Php 1.e. Availability in key cities and towns in the Greater Manila Area E. The proposed products will thus satisfy the needs of a variety-seeking market. Strengths Weaknesses Frozen Novelties Packaged Ice Cream Affordable Prices Budget Opportunities Threats Economic Condition Other Ice Cream Brands Proudly Filipino Made Ice Cream Less Expensive Sweets and Desserts Strengthened R&D Team and Proliferation of Smaller Companies Marketing and Advertising offering Lower-priced Branded Departments Products Cooperation with Middlemen Reputation of Sister Brands Concentration of Market in the Greater Manila Area Table 25: SWOT Analysis Summary In summary. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 37 . i. the presence of smaller companies might be a threat to the sales of Presto (who may have a little high price than smaller brands. Identified Opportunities and Growth Strategy The identified opportunities translate to Product Development growth strategy as follows: New Brand Image for Presto Ice Cream Presto will incorporate some native flavors from the different regions in the country. etc. D. A Filipino ice cream brand.00. Propagation of Smaller Companies offering Lower-priced Branded Products (source: just-food. Presto will offer: Affordability and quality to the lower SECs (C. Euromonitor). Creative approaches to advertising and marketing of the products become a must because traditional and direct methods can be easily countered. Unique flavors and forms for a variety-seeking market and audience. Durian Ice Cream from Davao.multi-national brands such as Nestle and Selecta (just-food. which Filipinos can relate to. Pineapple Ice Cream from Tagaytay. high price may be a result of the quality of raw materials used in the production).
who have a sense of the curiosity and wonder. Age: Children and Teenagers In addition being to URC‟s snacks and beverages target consumers. 1. Proposed Target Market A. Most frozen novelties (formulated with high nutritional value) will cater to children. sociable people.Aside from implementing a nationalist ice cream campaign. Ads will feature teenagers with their barkada and/or children with their parents. Presto will formulate new ice cream products made from healthy ingredients and other URC products. B. Psychographic Ice cream is traditionally a food for the young and the young at heart. but exciting brand. products will focus on innovation. It will easier to target them than to target the upper SEC market which has been saturated by brands such as Haagen-Daz and Selecta Gold Series. creativity and familiarity (use of other URC products and flavors) to create a fun experience for the young consumer. Packaged ice cream and some frozen novelties will cater to teenagers. they are also ice cream‟s targeted segment. This frozen treat in all its forms is a food for the young and the young at heart. Demographics The group proposes to build on URC‟s reputation by mainly targeting the current market of the more successful products of its snacks and beverages section. Gatherings often attended by these people complement Presto‟s identity as a familiar. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 38 . products made will focus on the health benefits often sought by consumers. The products to be developed will be divided into two lines that cater to children (aged 7-12 years old) and teens (aged 13-20 years old) respectively. Its innovation and creativity of Presto‟s products will target this market‟s characteristic need. 2. Presto will thus target consumers who look for adventure. Another target market in terms of personality are the outgoing. V. Income: Those in the lower SECs: Classes C and D Presto Ice Cream‟s affordability will naturally attract the lower SEC‟s.
we can and should convert the former two into the last kind. It could be best to start the business there but overhead and transportation costs will greatly reduce Presto‟s profit margin. User Status Aside from new potential users. The GMA has a dense population. and those who buy on a regular basis. 2. again. If possible. those who buy on summer days. etc). An ice cream line based on different local fruits will cater to the health conscious while another line based on URC‟s sweets products (biscuits. etc. chocolates.) will cater to the latter. Occasion Segmentation Presto Ice Cream will be a part of everyday life. In addition to already having established familiarity. 3. customers should be convinced to consume more of the product –to be constant consumers. Behavioral 1. Presto can also target its former market. Provinces are relatively unsaturated. we can divide the market into those who buy for personal consumption. possible because of its affordability. intermediaries. Under this. for group consumption (family or barkada outings). and for reselling (entrepreneurs. we can divide the market according to those who buy only during special occasions.1.C. Only after a few years of a successful business. We can divide the market according to the frequency of purchase. As stated in no. a big portion of which consists of children and teenagers whose allowancesare enough to purchase affordable Presto products. D. will expansion in other areas proceed –particularly in the nearby regions. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 39 . Benefit Segmentation Two lines of ice cream products will separately serve the health conscious and the sweet tooths. It will not be limited to summers or celebrations. This constant purchase and consumption is. Geographic Presto will be distributed over the expanse of Greater Manila Area (GMA) which constitutes 60% of the Ice Cream Sales. nostalgia can be an added value for the veteran consumer. For occasion segmentation therefore.
etc. chocolates.VI. D and E) with affordable. B. and premium ice cream products To present new flavors and forms of ice cream which can satisfy even the health-conscious and food connoisseurs To relate Presto Ice Cream to other URC products such as cookies. Market Shares Years 1999 Actual 2000 2001 2011 Forecasted 2012 Percentage 12% 8% 5% 2% 3% 2013 4% Table 26: Market Shares (Actual and Forecasted) Figure 8: Market Shares (Actual and Forecasted) Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 40 . Overall Marketing Objectives To resurrect the Presto brand. Marketing Objectives A. Specific Objectives and Targets (3 Years) 1. cupcakes. the group has the following objectives: To continue providing the current market (SECs C.
708.63 63.648. 2.248.174.033.460.72 Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 41 .80 9. Thisled to the company‟s closure bythe 3rd Quarter of 2002.380.166.12 64.869.00 194.174.091.98 296.37 64.989.57 62. Sales (Volume and Value) a.235.00 300.235. Growth is slow but stable as Presto builds its reputation.832.34 2013 399.000.566.75 6.033.67 Table 27: Sales Volume in Gallons (Actual and Forecasted) Computation Forecasted Take Home (Packaged Ice Cream) Impulse (Novelties) Total x1000 liters to Gallons (*0. Presto is furcated to have an increase of 1% of market share per year for the years 2012 and 2013. Presto will have secured a position in the market as an alternative to the traditional ice cream brands currently available in the market.00 16.711. The forecasted 2011 market share is about 2%.120. Finally.62 62.181.449. please see appendix) Table 28: Sales Volume in Gallons Computation (Forecast) 2011 55.28 2013 57.000. Sales Volume Years 1999 Actual 2000 2001 2011 Forecasted 2012 Sales Volume in Gallons 415.75 6.748.434.572.26) GMA Area (Ice Cream Industry) 60% market share (2004-2008) Forecasted Presto Market Share 2% 3% 4% Total Forecasted Presto Sales Volume 194.20 9.67 (Source: Forecasted Sales Volume from Euromonitor.267.95 6.Presto‟s industry market share in the GMA decreased in the years 1999.20 9.566.267.000.98 296.00 16.570. 2000 and 2001 because of increased competition due to the entryof large key players such as Selecta and Magnolia.38 63.00 355.402.92 2012 56.518.832.091.611.34 399.00 16. Though not the industry lead.
144.87 8.00 2011 7.922.000.200.38 8.222.890.000.00 2012 7.473.411.660.00 140.780.00 154.163.660. Sales Value Years 1999 Actual 2000 2001 2011 Forecasted 2012 Sales Value in PhP 160.574.574.200.00 120.Figure 9: Sales Volume in Gallons (Actual and Forecasted) b.084.161.000.17 1.000.473.703.00 154.000.870.683.347.49 1.000.00 Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 42 .529.160.683.00 5.00 Table 29: Sales Value in Php (Actual and Forecasted) Computation Forecasted Take Home (Packaged Ice Cream) Impulse (Novelties) Total x Php 1.00 5. please see appendix) Table 30: Sales Value in Php Computation (Forecasted) 4% 208.00 101.600.000.311.60 8.268.890.347.00 5.000.000.84 8.000.76 1.000 GMA Area (Ice Cream Industry) 60% market share (2004-2008) Forecasted Presto Market Share 2% 3% Total Forecasted Presto Sales Value 101.174.720.00 2013 208.00 (Source: Forecasted Sales Value from Euromonitor.00 2013 7.720.78 8.000.61 8.000.703.000.
The two Ice Cream categories: Take Home and Impulse were used in the computation since there are the two traditional ice cream categories which Presto will concentrate on during its comeback. again due in part to increased competition. Forecasted Sales Volume and Value of Presto Ice Cream in GMA are generated using Euromonitor‟s forecast for the years 2010-2015. Presto is forecasted to slowly increase its Sales Volume and Value in Greater Manila Area. this value was used as a factor to get the percentage of GMA‟s ice cream over the national ice cream industry. Possibility of an expansion to surrounding areas will depend on Presto‟s performance during these years. Sales Volume and Sales Value took a plunge. In years 2011-2013. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 43 . 60% of Ice cream sales are generated in the GMA. It reached its final year in 2002 after a continued drop in sales.Figure 10: Sales Value in Php (Actual and Forecasted) From 1999-2001.
893.000.212.78 Table 31: Profits/Net Income (Actual and Forecasted) Figure 11: Profits/Net Income (Actual and Forecasted) In its last three years of operation.000. Profits/Net Income Years 1999 Actual 2000 2001 2011 Forecasted 2012 Profits/Net Income -960. Presto‟s goal the 3 years before it shut down was just to sell out its inventory. etc. it is likely the first three years of operation will incur higher costs.104.00 -1. After three or more years.005. The forecasted net income generated for the years (2011-2013) is 25% of the forecasted Sales Value.200. In addition to increased competition.000.56 14. Twenty five percent is only an approximation.440.00 -1. Presto suffered net losses. net loss is also due to the higher costs of production.562. costs produced by the company will slowly diminish or devaluate after the first few years of operation. Presto will have enough expertise to reduce costs in handling. This is due to the Learning Curve model which says that as the years go by. production.76 2013 44. marketing. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 44 .00 -22.175.3. distribution.
the freezers that Presto used in its distribution in GMA decreased steadily at a rate of around a hundred a year.4.Number of Freezers (Actual and Forecasted) In the years 1999-2001. The forecasted number of freezers to be used from 2011 to 2013 is small because of the brand‟s stage in its lifecycle. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 45 . This may be due to the entry of major players in the industry. Unlike Presto. Presto had conflicts with their dealers which made them decide to pull out some of their freezers from both supermarkets and small-time dealers in the GMA as well as in other areas. new players like Nestle and Selecta usually cover electricity payments for the freezers used by the intermediaries in selling Ice Cream products making them more attractive prospects for dealers and intermediaries. In the Philippine ice cream industry. many players increase their freezers soon. Distribution Years 1999 Actual 2000 2001 2011 Forecasted 2012 Number of Freezers 1.Number of Freezers (Actual and Forecasted) Figure 12: Distribution .000 900 800 500 600 2013 700 Table 32: Distribution .
Overall Marketing Strategy A. New Marketing Strategy Our marketing strategy's objective is to allow our customers to focus on the variety and quality of our products with respect to their affordable price. We will attempt to raise the perception of value of our products by catering to the "Filipino taste" using the local-fruit-flavored ice cream that we will offer. No real fruits bits will be used in the ice cream as it will increase production costs but our products will imitate the real flavor of local fruits. In doing this, our products can allow the consumers savor flavors close to their heart that they have never encountered in ice cream. For an even greater variety of flavors, we will also collaborate with other URC mainstream products such as Cream-O, Cloud 9, Pretzels, etc., creating ice cream that will mirror them. We opt to use a product development strategy; we will introduce new products to our former market. To cater to our target market, we will obtain supplier support by canvassing for reliable suppliers to get the best possible price, lessening the cost of production, without reducing the quality. Our marketing strategy will allow us to commit to the company's goal of delivering true Filipino taste and culture. In summary, here are the strategies to be implemented by Presto Ice Cream: Promote and popularize Filipino taste Produce a variety of new flavors Affordability with good quality and taste of ice cream
B. New Value Proposition Presto Tivoli seeks to continue its goal of promoting and popularizing the Filipino taste and culture by offering a new variety of local flavors and healthy options. We take pride in learning what Filipinos want, so as tocater to a variety-seeking market. We commit to JG Summit‟s vision to make life better through offering quality ice cream at more affordable prices.
Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 46
C. Strategy Pyramid
Figure 13: Strategy Pyramid of Presto Ice Cream
Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 47
The Marketing Mix Positioning Statement: To children who love fun and to teens and working professionals who are health-conscious, Presto Tivoli is re-launching an ice cream brand that will provide premium quality and affordable prices. A. Product 1. Product Strategy/Positioning Presto Tivoli Ice Cream shall be presented in different perspectives. Product Description/Features/USP - Newest Flavors of Presto Tivoli Ice Cream Presto Tivoli Ice Cream‟s newest flavors are inspired by the traditional and popular cultures of the various provinces in the Philippines. In addition, the names of these flavors are ones Filipinos from Classes B, C and D can relate to. a. Frozen Novelties/Impulse Ice Cream Presto used to be one of the market leaders in the Frozen Novelties section because of its ability to produce and create exciting and innovative ice cream products. Some of which include the Tivoli Bar, Funwich, Cyclones, Funcones, Heaven In a Bar, and a lot more. In order to continue Presto‟s legacy of presenting and creating wonderful ice cream products, the group has developed new flavors and forms. Included here are those developed in collaboration of Universal Robina Corporation‟s popular snacks, such as the Hello Wafers and Quake Cupcakes while the others are inspired by the different popular local flavors mentioned earlier.
New Products Category Frozen Novelties (Collaboration with URC BCFG) Code Product Name Type Available Flavors CFN1 Sandwich Strawberry, Vanilla, Mocha FREEZE Hello CFN2 Sandwich Strawberry, Vanilla, Mocha FREEZE Quake
Table 33: New Products Category – Frozen Novelties (Presto and URC)
Frozen Novelties Code Product Name FN1 Palamigz! FN2
Type Popsicle Cone
Available Flavors Vanilla, Cheese, Chocolate, Mocha, Dark Chocolate
Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 48
pints. pints. quarts) featuring combination of Pinoy flavors Packaged Ice Cream (in gallons. pints. Halohalo. Mais. Taho. Nips. quarts) featuring different flavors of Pinoy tastes Packaged Ice Cream (in gallons. Hello. Quake LasaPinoy Popsicle Cone FN7 Dobol Trobol Cone FN8 Brownman's Choice Cups Table 34: New Products Category – Frozen Novelties (Presto) b. Durian. Packaged Ice Cream Presto will offer unique packaged ice cream products. New Products Category Packaged Ice Cream Code Product Name PN1 PN2 PN3 PN4 PN5 Brownman's Choice Dobol Trobol Prutasan on Ice LasaPinoy Palamigz! Description Packaged Ice Cream (in gallons. pints. Buko Strawberry. particularly Quake. Mango. There will again be products created in collaboration with other URC products. quarts) featuring different flavors of Presto Tivoli Ice Cream Packaged Ice Cream (in gallons. Kasoy.FN3 FN4 FN5 FN6 Prutasan on Ice Popsicle Cone Fruit Flavors: Avocado. quarts) featuring fruit flavors of Presto Tivoli Ice Cream Packaged Ice Cream (in gallons. Pinipig. and Nips. Yema Pastillas Tsokolateng Batirol and saPILIng mo Tsokolateng Batirol and Ala Hoy Con Kasoy Kapeling mo and saPILIng mo Kapeling mo and Ala Hoy Con Kasoy UBEr sarap + Tsokolateng Batirol + President KESOn Cups featuring different flavors of Presto: Hello. Durian. Pastillas de Leche. base: Vanilla Comes in different flavors: Tsokolateng Batirol Kapeling Mo Chilly Strawberry (chocolate) (coffee) (strawberry) Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 49 . pints. Ube. quarts) featuring common ice cream flavors Table 35: New Products Category – Packaged Ice Cream (Presto) Packaged Ice Cream (Collaboration with URC BCFG) Code Product Name Description CPN1 Quake on Ice (soft biscuit) A fusion of Quake Bars Ice Cream Cake. The flavors offered as frozen novelties are also available in packaged ice cream. Leche flan. Banana Tsokolate. Pinya.
fusion of Presto Ice Cream and Nips CPN3 Nips on Ice (hard candy) Comes in different flavors: Tsokolateng Batirol Chilly Strawberry Mais Corny (Miss Corny) Milky Saan (Maski Saan) (chocolate) (strawberry) (corn) (milk) Table 35: New Products Category – Frozen Novelties (Presto and URC) Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 50 .UBEr Sarap Hello on Ice (hard biscuit) (ube) CPN2 A Packaged Ice Cream. as Hello Chocolate Bars as the Base Comes in different flavors: (chocolate) Tsokolateng Batirol (coffee) Kapeling Mo (cashew) Ala Hoy Con Kasoy A Packaged Ice Cream .
Healthy* . -Affordable -Availability -Familiarity with flavor. Almost all the Ice Cream brands in the Philippines has Pinoy flavors such as.creating and offering exotic flavors which were not available anywhere else . PRODUCT CUSTOMER NEED MET FEATURE/ BENEFIT REFERENCE COMPETITION DIFFERENTIATION/ USP COMPETITIVE ADVANTAGE POSITION IN THE MARKET NATURE OF ADVANTA GE Freeze Hello . their competitive advantage to current and future Ice Cream Market Industry in the Philippines. such as Kit Kat.Healthy* . selling their domestic fruit in their region only. and Baby Ruth. There may be one seller in a particular region. it released a new product line consisting of its chocolate brands. Mungo. such that. Ube.An ice cream with 2 hello wafers . Presto will gather all those fruits and make it available to our target consumers. with accompanying health benefits.popular 'very Pinoy' flavors .available Pinoy flavors distinctive affordable Brownman's Choice .Creating and offering exotic flavors which were not available anywhere else real fruitness and real goodness . here is the table that details the description of Presto‟s newest Ice Cream products.Popular local fruits in the Philippines . There are few competitors for this product. Crunch. Dairy Queen offers an expensive line of similar product.guilt-free consumption of chocolate preemptive Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 51 .craving for a fruit flavor . this also promotes products unique to their company affordable Prutasan on Ice .Pay for one and get two (ice cream + Quake) .Healthy* . which are priced at -Affordable -Availability -Familiarity with flavor superior Freeze Quake -Affordable -Availability -Familiarity with flavor superior Palamigz! -Affordable -Familiarity with flavor -No particular brand has ever focused on local fruits alone. we are bringing people closer to the place where they want to be through the ice cream flavors we offer.Healthy* . Dairy Queen offers an expensive line of similar product.Different chocolate products of Presto ice cream . It has the real taste of very local flavors.Common ice cream flavors .Healthy* . Those in the Dirty Ice Cream may cost a little than Presto but Presto uses the finest ingredients. Pinipig of Nestle (data taken from SSG Supermart) There is now a fusion of Nestle products.Shows a variation of their product There are few competitors for this product.A soft.Customers who are loyal to a mainstream flavor of ice cream .Convenience in buying distinctive affordable LasaPinoy . chocolate covered cake with ice cream filling . specifically to Greater Manila Area (GMA) or NCR.For the complete listing and the competitive advantage of each product. Keso. Most Ice Cream brands offer the common ice cream flavors but usually.Healthy* . as well as. -With this product.Pay for one and get two (ice cream + hello wafer) . they are priced higher than Presto. The main competitors of this type of product are Sorbetes of Nestle and the Dirty Ice Cream vendors (lower-end of the market).
like what Nestle . Crunch. Dairy Queen (DQ) has this kind of product (Ice Cream Cake) and it is very much costly as compared to Presto products. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 52 .Healthy* -Shows a variation of their product . . this also promotes products unique to their company -Affordable -Availability -Familiarity with flavor. This is like another fusion of chocolate brands with Ice Cream. but this is priced -Availability much lower to -Familiarity with flavor. with its chocolate -Affordable products of Presto brands (Kitkat. However. accommodate the needs of this also promotes the target market. Pricing 1. this also promotes products unique to their company distinctive Preemptive Hello on Ice . Pricing Strategy The Pricing Strategy to be implemented by Presto is consistent with its Differentiation and Positioning Statements mentioned in the previous sections. products unique to their Hello Wafer Bars are priced company lower than Kitkat. and -Availability ice cream Baby Ruth). it does not limit itself by compromising the raw materials used.Different chocolate products of Presto ice cream .Different chocolate did. Presto will use premium ingredients and it will offer healthy products for every Filipino.00 – Php 260.Healthy* -Shows a variation of their product There could be no competitors at this moment because of the fusion and combination of Pinoy flavors. Table 36: Competitive Positioning of Presto Tivoli Ice Cream Products Preemptive preemptive Packaging: (See Appendix) B.guilt-free consumption of chocolate Nips on Ice .guilt-free consumption of chocolate This is like the Kitkat Bites -Affordable of Nestle. This could be a first in the market.00 (reference: SSG Supermart) DobolTrobol . Even though affordability is what makes Presto stand out in the industry. -Affordable -Availability -Familiarity with flavor.Creating and offering exotic flavors which were not available anywhere else . as -Familiarity with flavor.around Php 170.guilt-free consumption of chocolate .Healthy* far as Nips is concerned. Also.Different chocolate products of Presto ice cream .Combination of Pinoy flavors .Have a taste of diverse flavors Quake on Ice . this also promotes -Shows a variation of this could be a first in the products unique to their their product market (having smaller company pieces of chocolates – rounded mixed with Ice Cream).
05% 5.94 % to Selling Price 13.20 15.81% 1. D) which include the lower classes.92 305. we will also target children as well as young adults who have limited income.57 36.4 0. Most of the ingredients/raw materials used in these products are usually similar.45 16.53% 198. This is necessary because of our targeted segments (B.20 (21. C. Presto‟s price will remain 5%-50% lower than the leading ice cream brands in the Philippines as shown in Table 6 of Part II of this paper to ensure that the product is competitively priced. there are minute details that make products different from one another (example: flavoring). while the new marketing strategy emphasizes on quality and innovation.84% 12. the Frozen Novelties and the Packaged Ice Cream.09% 2. 2. However.51 4.35 Frozen Novelties (Estimated 35 different kinds in a Gallon) Average Price of Frozen Novelties Table 37: Detailed Product Costing Year 2011 8.77 0.37% -7.In this proposed marketing plan. popsicles. In addition. and sandwiches – See list above): Product Costing of Packaged Ice Cream (in Php) 2011 1 Gallon of Ice Cream Unit Cost: Markup Price: Desired Return on Sales: 1 Gallon of Ice Cream Cost: Direct Variable Cost: Electricity Water Wages Indirect Variable Cost: Fixed Assets General and Administrative Expenses Indirect Fixed Cost: Marketing Cost Depreciation Loses Before Tax 210. our pricing method will still position Presto to be the ice cream brand that is that everyone can afford. Detailed Product Costing Presto Tivoli Ice Cream is divided into two categories.02% 41.47% 5. Again.86 305. The product costing presented below if for a typical gallon of Presto Tivoli Ice Cream and the estimated average price of each Frozen Novelty (which comprise the cones.74 Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 53 .69) 68. while people of all ages eat ice cream.
24% 154.77 Table 38: Detailed Product Costing Year 2012 Product Costing (in Php) 2013 1 Gallon of Ice Cream Unit Cost: Markup Price: Desired Return on Sales: 1 Gallon of Ice Cream Cost: Direct Variable Cost: Electricity Water Wages Indirect Variable Cost: Fixed Assets General and Administrative Expenses Indirect Fixed Cost: Marketing Cost Depreciation Profits Before Tax 99.39 0.30 100.09 306.01 11.26 0.39 % to Selling Price 6.74 306.58% 2.08 0.68% 1.96% 1.72% 1.67 3.Product Costing (in Php) 2012 1 Gallon of Ice Cream Unit Cost: Markup Price: Desired Return on Sales: 1 Gallon of Ice Cream Cost: Direct Variable Cost: Electricity Water Wages Indirect Variable Cost: Fixed Assets General and Administrative Expenses Indirect Fixed Cost: Marketing Cost Depreciation Profits Before Tax 125.91% 28.71 11.09 29.90 2.09 342.78 Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 54 .85% 3.55 Frozen Novelties (Estimated 35 different kinds) Average Price of Frozen Novelties Table 39: Detailed Product Costing Year 2013 9.72% 51.37% 5.69 24.55% 7.45 177.08% 32.80 0.61% 168.18% 0.26 40.82 11.92% 3.45 Frozen Novelties (Estimated 35 different kinds) Average Price of Frozen Novelties 8.36% 3.28% 22.25 18.08 342.52 10.80 % to Selling Price 9.
20 375. As the table clearly shows. having Presto in line with other leading ice cream brands with higher prices can generate more sales. Because Presto is undergoing a change in its product features. 1 Gallon *Prices are quoted in Philippine Peso. The prices of other brands came from the percentages given in Part II of this paper. Nevertheless. it is fair to say that Presto has an advantage. Competition Prices (2011-2013) average Year Presented in the table below is a comparison of Presto‟s accepted selling price against the prices of its competitors. Presto will be the most affordable.00*** Cone 2011-2013 (average prices) 9.5 1 Brand Selecta Magnolia Arce Dairy Coney Island (dead brand) Presto Table 41: Comparison of Presto Brand with others (2011) The price of Presto came from the detailed product costing shown in the 3 preceding tables. Index versus Competition Product Price* Index* 9. reputable ice cream brand in the market.21**** Packaged Ice Cream.10 Sandwich 318. the price level will remain lower than the other brands because we want to maintain a morefor-less value positioning in the market.3. In that sense.79 Liters (cheapest 1 L of Ice Cream is Php 99. Even if we slightly increase the selling price due to innovation. as said earlier. D classes.831 336. Presto will remain as the cheapest ice cream brand that gives a lot of value for the consumer‟s money.15 .05 . **Price of Nestle Popsicle – Kimy Krazy Banana ***Price of Nestle Drumstick ****1 Gallon = 3.00 – 3 in 1 of Nestle) *****Prices of Frozen Novelties are stated in their average prices based on the computation above. Price Per Gallon 351. which are price sensitive classes. Since our target segments are C.10 15. Having a lower price with respect to all the competitors. even if the target consumers Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 55 . Table 40: Index vs.237 458.534 321. Presto will compromise the use of additional ingredients and raw materials with a slight increase in selling price.94 Price Per Gallon Index vs Other Brands .91 305. the price will still be lower than all the other competitors to emphasize the morefor-less value proposition.10 .10 30.00** Popsicle (Fruit Flavor) 9. As mentioned in pricing strategy.
We will coordinate with Independent trackers to enable a efficient and wider range of distribution. the slight increase in price will not negatively influence their buying patterns as long as the perceived benefits of Presto exceed that of the competitors. groceries and convenience stores. We also plan to arrange payment terms for retailers who request for bulk orders and give discounts to dealers that pay early. Distribution Strategy Statement Our channel strategy is to implement intensive distribution for the products to be available where and when customers want them. in order to cut distribution costs in the following years. grocery stores and convenience stores situated near train stations and areas with heavy traffic to maximize product exposure. C.are price sensitive. Distribution Set-Up/Map Figure 14: Distribution Set-Up/Map Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 56 . We will also research into possible refrigerant alternatives. Distribution 1. We will also utilize ice-cream bike carts to reach communities not immediately within the area of supermarkets. such as dry ice. 2. Our main channels for distribution are supermarkets.
Trade Channels Trade Channels Ministop Branches Percentage Total Estimated Ministop Branches Puregold Branches Percentage Total Estimated Ministop Branches Total Robinson's Supermarket SaveMore Hypermarket Number of Mini-Groceries Table 42: Suggested Trade Channels 250 60% 150 46 60% 28 19 10 10 100 317 D. Moreover. local fruit-flavored ice cream. 1) To introduce and provide our target markets with a unique. Major Promotions Tools Our main goal is to reinforce the perceived value of the brand to our consumers. through the brands collaboration with other existing mainstream Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 57 . Research about our specific target markets will enable the brand to better communicate to their individual preferences. that of quality and affordability. interesting. Overall Promotions Strategy Objective 1) To establish a market presence in Greater Manila Area (GMA) or the National Capital Region. Increase in Sales Volume of ice cream with fruits - - - Increase in Sales Volume of ice cream with URC products Table 43: Overall Promotions Strategy 2. Some of our flavors will be limited according to season –to maintain consumer interest. 2) To promote other URC products through collaboration Key Result Areas To establish a market presence in Greater Manila Area (GMA) or the National Capital Region.3. Promotions 1.
“Given the chance. In this sense. but in this case. These are TV Commercials. will you buy this ice cream in the future?”. the whole set of TV Commercials to be shown in the whole year (4 months) will be a whole story. and Outdoor Advertising. Print. the TVC will be shown and aired during morning weekends (ABS-CBN and TV5) and one primetime show (Mutya). Wednesdays. new sets of advertisements and commercials will run in Radio. such as. For this month. the same products will be given away to the consumers. and convenient stores. Wednesdays. which is divided into four episodes. The detailed explanation of each promotional/action program for the year 2011 is as follows: January At the onset of the first week of January. the Radio Commercial/Advertisement will run on Mondays. groceries. Some of the prizes will be done in collaboration with Presto‟s sister company. with 3 intervals (30 seconds) in a day. who started with being zero and ended with being a hero. April For the month of March. Finally. 3. The story will be about a Filipino student. prizes will be given away to lucky consumers of Presto. the rental of billboards will be done on this month also. Presto Tivoli Ice Cream will be positioned as an inspiration the child. On the other hand. Radio Advertisements. through Libre Newspaper (Inquirer) given in LRT and MRT. Ice Cream products will be improved given there should be improvements according to the surveys implemented last month. February The promotional samplings will continue as what was planned during January 2011. All three will be presented as reflected by Summer Season. and Fridays) with a Full-page colored advertisement on a Friday. and ½ page on Mondays and Wednesdays. Print Advertisement will run three times a week (Mondays. In addition. and these billboards will be placed on EDSA (where heavy traffic is expected). Action Programs Presto Tivoli Ice Cream will officially enter the market on March 2011. prospected consumers of the said brand will be asked questions. During the said promotional samplings. Limited Edition flavors of Ice Cream will also be presented in the market so that people will have a variety for the said season. Also. Basically.products of URC. Print Advertisements. and on Fridays. “Rate the quality and taste of the ice cream” and the like. Moreover. wherein. there will be promotional samplings to be given away to selected supermarkets. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 58 . we aim to improve brand awareness of our new products and reinforce the brand name of existing URC products. March For the month of March. four types of promotions methods will be implemented. surveys will also be implemented. surveys will also be taken into consideration for this month so that quality and taste will be onto its finest. and Outdoor Advertising.
Radio Advertisement. there will be another set of advertisements and commercials to be presented via radio. Finally. however. convenient stores. June For the month June. people opt not to buy Ice Cream but having discounts and other promotional offerings. On the other hand. Radio. there be four types of advertisement modes/channels that will be used by Presto. Php 5. Normally. Some of the promotional offerings to be offered to the market are Buy 1 Gallon. These advertisements will have the same goal/objective and that is to present to consumers and prospective buyers. limited edition of Ice Cream products of Presto will be advertized using the channels mentioned Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 59 . One of which is placing Print Advertisements in Libre Newspaper to promote sales and discounts of Ice Cream products.00 per Ice Cream scoop with cone is offered into its lowest price due to the impact of the Rainy Season. On the other hand. Basically. Presto is still earning a little bit while promoting its products. Outdoor and Promotions/PR Events will present the promotional activities and offerings for its consumers during the Holiday season. etc. Print Advertisement and Promotions/PR Events. the onset of the Rainy Season Sale of Ice Cream products. In this type of promotional activity.Robinson‟s Mall (to give way free tickets to any movie. The said Promotions/PR Events shall be held in different/random supermarkets. the TV Commercial to be shown here is a continuation or another episode of the story for the year 2011. Promotions/PR Events consist of providing paid sampling. The said TV Commercial will be about the Summer Season towards the opening of classes on June. consumers might still buy the Ice Cream products of Presto. Basically. Back to School promo (prizes will be given away) and a lot more. Radio and Print Advertisements will present the promotional offerings of Presto this Back to School month. September For the month of September. print and outdoor advertising with regard to the season at hand. this Rainy Season. July For the month of July. Promotions/PR Events‟ activities will be similar in the past. namely TV Commercial. wherein current and prospective consumers will have to pay a little amount of Php 5. during rainy days. Basically. there will only be two modes of advertising and promoting Presto products.00 for a scoop of Ice Cream placed in a cone. that there will be discounts and other promotional offerings that Presto is offering this month in the market. since this is part of the Rainy Season in the Philippines. the said prices are limited only). another TV Commercial will be produced. May For the month of May. August Presto will produce another set of Print advertisements. Print. wherein paid sampling will took place. and etc. Get 1 Pint Free. as well as. Some of the promotional offerings will include. considering the Summer Season towards opening of classes. On the other hand. groceries.
4. at hand. Outdoor and Promotions/PR Events will also present the promotional activities and offerings for its consumers during the Holiday season (3 months before Christmas). October For the month of October. Basically. This type of advertisement will run until December due to the Holiday season. December For the month of December. at hand. Print. Finally. limited edition of Ice Cream products of Presto will be advertized using the channels mentioned above. This type of advertisement will run until December due to the Holiday season. Various Promotion Activities/PR Events a. Radio. TV Advertising TV Program TV Station Number of Spots per Year 2011 2012 2013 52 Ed. at hand. Outdoor and Promotions/PR Events will also present the promotional activities and offerings for its consumers during the Holiday season (3 months before Christmas). limited edition of Ice Cream products of Presto will be advertized using the channels mentioned above. This type of advertisement will run until December due to the Holiday season. Outdoor and Promotions/PR Events will also present the promotional activities and offerings for its consumers during the Holiday season (3 months before Christmas). Print.above. Edd N Eddy TV5 52 52 52 Powerpuff Girls TV5 52 52 Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 60 . Print. Basically. The said episode is all about a child/kid buying Presto Tivoli Ice Cream through the use of his savings. Basically. the final episode of the TV Commercial of Presto will be shown during the primetime Friday (Mutya) from ABS-CBN. limited edition of Ice Cream products of Presto will be advertized using the channels mentioned above. Radio. at hand. November For the month of November. Radio. This type of advertisement will run until December due to the Holiday season.
33. it could be better on Powerpuff Girls (with the highest ratings) because of its low cost per second. Edd N Eddy ranked 10th last February 26.13 per second.51 per second. It has a cost of Php 21. the choice of the programs and the television stations depended on the viewership or the television ratings of Mega Manila during Friday (February 25) and the following weekend – daytime (February 26-27).195. On the other hand. Looking at its ratings and rate per 30s. On the other hand. based from its ratings and rate per 30s. Looking at Primetime slot.12 per second.583. And it seems that it is more advisable to have a commercial in primetime of Mutya than on Aha! during daytime because of their differences in cost. Powerpuff Girls (on the average) has a cost of Php 12. which of the daytime programs in weekend is the perfect choice to advertise. Ed. Edd and Eddy.52 Aha! GMA 7 52 52 12 Mutya ABS-CBN 2 Table 44: TV Advertisements 12 12 Basically. If we will to choose. Aha! from GMA 7 ranked 10th last February 27. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 61 . Mutya (kids‟ show) has the highest ratings and ranked 4th last February 25.407. in a 30-second commercial. Finally. has a cost of Php 12. its cost will be Php 26. Ed. Two cartoons from TV5 were chosen because of their dominance in the top 10 daytime programs – Powerpuff Girls ranked 8th last February 27 and 10th last February 26.820.
com/doc/8351285/Libre-Display-Adrates A and B SEC Upper C Lower C D 2% 7% 48% 43% 100% 60% Age: 18-25 years old Table 46: Libre Readership Details Philippine Daily Inquirer Libre Newspaper was chosen to be the broadsheet to be used where the print advertisements of Presto Tivoli Ice Cream will be placed.537.00 2.020. Looking at the readership details of Libre Newspaper.943.258. which are located in the the National Capital Region.943.00 2.745.52 52 3.258.00 4.528.064.020. it can be seen that a lot from SECs C and D are reading the said newspaper. LRT and MRT stations are near some of the largest and biggest Malls and Supermarkets. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 62 .064. Libre Newspaper is given from Mondays thru Fridays in LRT and MRT stations.537.20 3.20 2. Print Advertisements 2011 Monday Wednesday Friday Monday Friday Monday Interval 43 43 44 2012 52 52 2013 52 Total 2. Having Libre Newspaper is very affordable and can reach the target market and the target audience of Presto.224.745. And it could be easier to advertise the products to and reach the said SECs. Basically.b. Also.52 Friday Table 45: Print Advertisements Readership Details*: *http://www.scribd.
00 5. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 63 .400.000.00 17.00 6.00 Total 8. Presto advertisements will be aired on this radio station because l its current ranking.600.320.491.00 Love Radio is the number 1 FM Station in the National Capital Region. Love Radio has landed on the top spot because the number of listeners constantly listening to it everyday.040.200. Radio Advertisements 2011 MWF MF MF Grand Total Table 47: Radio Advertisements Days* 175 104 104 Interval 3 2012** 3 2013** 3 Cost 16. In addition.000.00 19.520.931.c.
000. Outdoor Advertising Billboard Places EDSA-Santolan EDSA-Cubao Sub-Total Rate 195.000 295.392.00 2013* 1.378.00 2.943.085.d.00 2012* 1.506.650.00 3.365.106.650.464.498.00 2.065.50 3.436.300.000 Months 7 7 2011 1.430.00 Table 48: Outdoor Advertising EDSA-Santolan Figure 15: EDSA-Santolan Billboard EDSA-Cubao Figure 16: EDSA-Cubao Billboard Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 64 .00 3.50 2.000.000.
Advertisements Storyboards and Scripts TV Commercial Storyboard A no-nonsense middle class lady is walking through the aisles of the grocery when she suddenly hears a “psst.” Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 65 .e. the ice cream package. His character is that of an overdramatic clown who speaks too formally. a package which started tapping the glass door. Suave. di mo ba nais iuwi ako sa inyong tahanan?” She looks annoyed and suspicious: “At ano gagawin mo doon?” “Sasamahan ko ang inyong mga anak at ipapasaya ko sila. She looks around and sees no one until… she hears it again and realizes that it‟s coming from a Presto Trivoli ice cream package – a package which suddenly sprouted arms and legs. His voice is similar to the singer of Mr. He tries to convince her to buy him: “Mahal na ginang. introduces himself. She reluctantly opens the door of the freezer and Presto.” Notice the Presto Trivoli logo on the freezer. asking to be let out.
Presto waves goodbye as the commercial ends. ngunit kakaiba pa. ako‟y mapapaiyo na!” They engage in a staring contest.” “At di ba sila magkakaroon ng sakit sa pakikisama sa iyo?” “Naku po! Hindi ! Sapagkat ako‟y punong puno ng sustansiya : ng kalsium. Bitamina at iba pa. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 66 . with Presto giving her a puppydog-look..” “E yung bulsa ko? Paano na?” “Ako po‟y abot kaya! Sa napakamaliit na halaga.At bakit ka naman nila ikaw magugustuhan?” “Sapagkat ako‟y di lamang masarap. FIN They arrive home.
<insert melodramatic music. through the curtain and she rushes out of the house. sees the failing score and gains a look of understanding and sympathy on her face. brown-skinned. He bursts into tears and runs into the house. He‟s holding a failing test paper. her son. On the table is a picture of her OFW husband. dropping his test paper. sad walks in the rain.The color for the first four will be a bit drab. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 67 . Filipino. She sees the boy. A boy –elementary student. The Mom picks up the fallen test paper.> She hugs him and looks at him with concern. It‟s quite late. A woman paces back and forth restlessly while wringing her hands.
“Anak. Changing clothes. march.> Final Message: “Presto Congratulates the Graduates of SY 2010 to 2011. This time.” Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 68 .) Boy on the way home again.The next three slides will slowly start to show more and more color. and Presto flavors indicate passage of time.” Mom walks in on the boy who studied until he fell asleep. He is wearing a medal. mag-presto muna tayo. The fourth will be filled with bursts of colour. <Music shifts to the grad. Scenes of mom and child studying together. The boy has dried up and is sulking in his room. The mom comforts him while offering him a cup of Presto Trivoli. (Notice the poster on the wall. He passes by a Presto Trivoli ad. starting with the cup of Presto Trivoli ice cream. <Uplifting music gradually fades. Next to him is an empty cup of Presto. Music for this section will be a little more uplifting. Focus on the Presto Trivoli ice cream package.> Last scene is that of the boy dragging the mom up the stge. it‟s sunny and he seems excited.
para dumeretso tayo sa Davao pagkatapos. punta po tayo sa Baguio bili tayo strawberry! Anak2: Wag na sa Cebu na lang. biyahe tayo Mula Baguio hanggang Jolo Nang matikman ng husto Ang ating prutas-Pilipino. bili tayo ng Durian Tatay: Alam ko na ang sagot dyan! Tara. Nang ating malasap Ang katas ng Pilipinas Ang galing ng Pilipino Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 69 . Kasoy Halo-halo. Mangga. JINGLE [Tune of Halika. at La Union? Tara na. Lahat: Haa? Voiceover: Introducing new Prutasan on Ice! Ngayon.Radio Commercial Script March-April-May-June September-October-November-December Radio Commercial for Prutasan on Ice Nanay: Gusto ko ng fresh fruit! Yung talagang lasang-lasa mo yung katas at linamnam Anak: Tara Mommy. gusto ko ng mangga nila! Nanay: Tama dun na lang. ang mga paborito mong prutas san mang sulok ng probinsya ay mabibili mo na sa pinakamalpit na tindahan. Halika. biyahe tayo. punta na tayo sa grocery. Biyahe Tayo] Namasdan mo na ba Ang mga mangga sa Cebu Suman.
f. The aforementioned statement can be verified through the following statistics taken from Socialbakers. Population of Philippine Facebook Users (taken from Socialbakers.com) Figure 18: User Age Distribution Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 70 .com.com) Figure 17: Population of Phillipine Facebook Users User Age Distribution (taken from Socialbakers. Facebook Flash Game Facebook Networking site is a very good tool for promoting products and a lot more.
Figure 19: Presto Tivoli Ice Cream Flash Game Proper
This is a simple flash game, wherein Facebook users may have the chance to win exciting prizes from Presto Tivoli Ice Cream. Basically, the game has a focus on the Ice Cream industry, as well as, the Philippine Pop Culture. This game will run only during the re-launching year of Presto so that prospective consumers may have the taste and feel of what Presto Tivoli Ice Cream has in store for them.
Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 71
a. LRT, MRT and PNR Southrail Line Route (which covers more or less Metro Manila/NCR)
Figure 20: NCR Train Stations Route Map
LRT 1 Passenger Statistics
Passenger Traffic (in Millions of Passengers) 2010 January February March April May June July August September October November December TOTAL 13.54 12.75 13.00 10.79 12.16 12.63 13.77 13.50 13.33 12.91 13.14 13.81 155.91 2009 12.66 11.94 12.79 10.18 11.91 11.72 13.28 12.86 12.49 13.27 12.87 13.47 149.44 2008 11.11 10.62 9.73 10.66 11.22 11.00 12.40 11.78 12.56 12.50 12.51 11.96 138.04 2007 10.21 9.42 10.19 7.60 9.44 9.86 10.76 10.06 10.36 10.32 10.19 10.70 119.12
Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 72
Table 49: LRT 1 Passenger Statistics
LRT 2 Passenger Statistics
Passenger Traffic (in Millions of Passengers) 2010 2009 2008 2007 January 5.53 5.33 4.97 4.61 February 5.19 4.98 4.64 4.35 March 5.55 5.28 4.19 4.57 April 4.05 3.84 4.23 3.19 May 4.58 4.63 4.51 3.85 June 5.13 4.82 4.57 4.25 July 5.88 5.83 5.45 5.0 August 5.57 5.57 5.30 4.50
September 5.75 5.27 5.57 4.88 October 5.23 5.53 5.13 4.67 November 5.31 5.53 5.16 4.50 December 5.41 5.50 4.86 4.57 TOTAL 63.36 62.09 58.59 52.93 Table 50: LRT 2 Passenger Statistics
Looking at the above figures and data, we can see that there are millions of passengers riding the LRT 1 and LRT 2, in a month. Also, these data are significant since through these, Presto Tivoli Ice Cream can have more or less, a reach over Metro Manila/NCR. Advertising on these train stations could be effective since the distributors of the Presto products are usually situated near the train stations. Supermarkets, groceries, and convenient stores are more or less, near and distant to said train stations.
Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 73
IX.181. Sales Volume 2011 55.648.235.26) GMA Area (Ice Cream Industry) 60% market share (2004-2008) Forecasted Presto Market Share Total Forecasted Presto Sales Volume 194.00 16.38 63.989.033.00 16.28 3% 2013 57.12 64.92 2% 2012 56.00 16.434.832.091.518.37 64.708.4126.96.36.199 4% 399.80 9. 3-Year Financial Forecasts A.62 62.75 6.611.57 62.235.95 6.711.166.63 63.449.572.033. Sales Volume/Value Projections 1.20 9.566.174.67 Forecast Take Home (Packaged Ice Cream) Impulse (Novelties) Total x1000 liters to Gallons (*0.75 6.267.570.98 296.34 Table 51: Forecasted Sales Volume (2011-2013) Figure 21: Forecasted Sales Volume (2011-2013) Bar Chart Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 74 .20 9.748.869.267.402.380.832.
000.311.174.703.00 2% 2012 7.84 8.473.60 8.87 8.161.00 5.00 Table 52: Forecasted Sales Value (2011-2013) Figure 22: Forecasted Sales Value (2011-2013) Bar Chart Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 75 .78 8.144.268.00 3% 2013 7.000.00 Forecast Take Home (Packaged Ice Cream) Impulse (Novelties) Total xPhp 1.160.00 4% 208.600.347.00 154.2.76 1.222.084.000.00 5.61 8.780.49 1.870.000.574.890.17 1.720.000.660.200.683.00 5.38 8.922.000.000 GMA Area (Ice Cream Industry) 60% market share (2004-2008) Forecasted Presto Market Share Total Forecasted Presto Sales Volume 101.411.473.163.703.000.529. Value Projections 2011 7.574.
055.00 4.178.00 3.886.316.00 6.00 5.826.44 825.815.280.200.044.430.520.300.Total Print Production Media Sub-Total Radio Production Media Sub-Total Outdoor Advertising Production Rental Sub-Total 500.00 19.500.40 907.080.40 6.000.00 750.00 6.183.943.26 17.00 9.655.420.058.000.980.000.943.000.00 4.26 Total 6.958.00 22.00 1.20 16.041.857.936.505.00 12.00 3.368.243.00 421.014.00 1.620.591.826.507.482.000.00 14.300.103.000.500.00 14.00 907.90 105.320.44 22.000.60 32.00 365.800.763.00 560.467.930.853.00 8.058.30 35.000.00 3.00 14.243.044.00 12.225.423.00 9.103.482.20 2013 2.060.005.00 4.000.46 825.00 8.00 32.353.00 30.423.00 9.947.240.936.820.870.00 2.90 Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 76 .00 2012 2.886.000.00 2.000.00 301.00 998.964.081.414.700.30 13.B.605.00 605.800.892.850.00 6.000.085.00 750.150.948.00 19.00 4.000.968.00 3.200.00 81.000.00 5.500.467.60 4.491.427.00 89.00 331.781.04 6.907.000.183. Detailed Marketing Budget 2011 Television Production Media Sub.892.575.600. Detailed Marketing Budget and Marketing Timetable 1.00 6.00 10.081.00 270.000.000.260.343.500.04 2.075.600.085.964.000.000.000.46 48.00 3.491.824.781.498.200.00 383.00 550.00 3.048.886.00 Total Advertising Budget Production Media Sub-Total PR/Promotions Cost of PR Materials Cost of Staging Sub-Total Other PR/Promotions Cost of PR Materials Cost of Staging 2.000.316.035.00 616.385.931.00 91.400.840.00 98.000.040.00 677.00 1.00 28.00 36.393.400.264.00 41.00 464.269.020.000.000.000.464.500.
00 776.947.00 3.060.00 4.700.055.30 Table 53: Detailed Marketing Budget (2011-2013) More Detailed Presentation of Budget a.00 3.880. the said commercial will be aired once a week.32 14. the said commercials will run twice per targeted Kids Programs.00 2.00 37. **2012 and 2013 shows may vary but an estimation of 10% increase per 30s commercial is assumed.00 3.30 4.156. and TV5.00 3.907.20 2013** 3.680.870.00 4. Television Television Commercials shall run for a total of four months a year.00 641.00 35.002.561.860.876.00 12.90 Total Marketing Budget 40.60 4.26 *Shown during weekdays.964.423. Primetime slots.081.000.860.00 4. namely ABS-CBN.027.826. Basically.500. from two largest Television Stations in the country.457.00 12.870.000.00 4. June.000.800.911.892.90% 4.017.915.00 118.00 11.947.000. specifically Fridays.880.00 5.781. May.00 3.146.600.065.146.600.00 286.00 2.936.700. Moreover.381.891.434.732.00 105.00 4.00 50.085.00 2.956.00 3.763. which is Mutya.117.124.00 3.20 14.677.596.Sub-Total 3.00 79.00 32.780.00 705.916.892.183.210.00 3.823.528.268.000. and December).911.10% 3.000.7188.8.131.528.00 Total PR/Promotions Cost of PR Materials Cost of Staging Sub-Total Total Advertising Budget Total PR/Promotions Budget 3.000.00 2012** 2.00 4.302.065. there will be another commercial to be shown in a primetime slot of ABS-CBN.732.467.650.00 2011 2.000. The television commercials to be shown on the said months will cater the children or the kids from Greater Manila Area.000.00 10.60% Rate 50.500. ***Mega Manila Ratings Table 54: Detailed Television Advertisements Budget (2011-2013) – AGB Mega Manila Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 77 .269.458.000. the rest of the programs are shown during morning weekends.60 38.338.00% 13.038. (March.436. The detailed classification of which TV Programs and to which Stations do the TV Commercials will be shown starting March 2011 until December 2013: TV Program*** Ed Edd N Eddy Powerpuff Girls Aha! Mutya* Grand Total TV Station TV 5 TV 5 GMA 7 ABS-CBN 2 Rating 3.915.241.00 36.800.90 12.650.302.
55% 2.906.40 21.156.381.40 3.824. Presto has chosen to place its advertisements in Libre Newspaper (by Philippine Daily Inquirer).362. **** Ratings are based from NUTAM (Nationwide) Table 55: Detailed Television Advertisements Budget (2011-2013) .362. the print advertisements shall be implemented twice a week during the first day of publication of the newspaper and the last of publication for the week (Mondays and Fridays).906. Primetime slots. Dexter's Lab Bakugan Metal Fight Beyblade Matanglawin Aha! Mutya* Dwarfina* Grand Total TV Station ABS-CBN 2 GMA 7 ABS-CBN 2 GMA 7 TV 5 GMA 7 ABS-CBN 2 ABS-CBN 2 GMA 7 ABS-CBN 2 GMA 7 Rating 2.00 286. The advertisement of Presto will be placed three times a week (Mondays-Wednesdays-Fridays) in its re-launching year and will be placed twice a week (Mondays and Fridays).00 79.146.362. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 78 . ***These are just payments for the Media used.00 2011 4. The production cost is shown above (detailed marketing budget).434. Print Print advertisements will run Mondays thru Fridays during the re-launching year (2011) of Presto Tivoli Ice Cream.230.60% 10.24% 4.40 2013** 5.860.824.83% 13.00 2012** 4.727.297.32 18.00 79. the rest of the programs are shown from 7:30am-10:30am weekends.00 81.653.230.42% 2.00 79.NUTAM b.750.750.00 79.40% 1.00 50.230.00 20.07% 2.119.04 2.100.00 4.364.00 4.600.42 *Shown during weekdays.653.750.25% 3.20 5.90% 3.653.44% 2.824.219.119.00 2.600.297.00 4.00 81.000.906.778.000. **2012 and 2013 shows may vary but an estimation of 10% increase per 30s commercial is assumed.TV Program**** Avatar Art Angel Spongebob One Piece Oggy and the Cockroaches.241.362.892.000.04 5.297.04 4.105.00 3.00 81.496.119.000.630.09% Rate 81.00 3. In the next two years (2012.750.40 4.00 287. 2013).
400.537.00 8.52 6.886.200. The detailed budget for the Radio commercials is shown below: 2011 MWF MF Days* 175 104 Interval 3 2012** 3 2013** Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 79 Cost 16.20 2.04 19.020.075.60 Colored 52.006.00 2.52 3.26 Colored 58.020.258.745. And those commercials will be aired twice a week (Mondays and Fridays) on 2012 and 2013.00 Total 8. And in a day.40 3.44 *2012 and 2013 rates may vary but estimation of 10% increase per advertisement is assumed. it was chosen by Presto to advertize its new Ice Cream products.00 Interval 43 43 44 Total 2. Table 56: Detailed Print Advertisements Budget (2011-2013) c. **These are just payments for the Media used.224. Each radio commercial will run from 15 – 30 seconds.006.The detailed budget for the Print Advertisements is shown below: 2011 Monday Wednesday Friday Total Amount Monday Friday Total Amount Monday Friday Total Amount Grand Total Amount 1/2 page 1/2 page 2013** Colored 58.600.005. Finally.087. being the number one FM Radio Station in Mega Manila/NCR.491.00 5.064. Basically. Presto radio commercial will be aired three times (morning.353.806.041. noon. and from September to December.00 96.806.491. The production cost is shown above (detailed marketing budget).064.258.087.60 52 52 Size 1/2 page 1/2 page Fullpage Type Colored Colored Colored Amount 48.26 52 52 1/2 page 1/2 page 2012** Colored 52.012.00 .00 2.00 17.943. and afternoon). radio commercials will run from March to June. at most.000. Radio Love Radio.20 5.943.000.00 4.745.528. the radio commercial of Presto shall be aired three times a week (MondaysWednesdays-Fridays) in its first year of re-launching.00 48.044.886.537.
378. There are two strategic places that were taken into consideration.498. The production cost is shown above (detailed marketing budget).000. September to December). that slow traffic is an advantage for these billboards. Table 58: Detailed Outdoor Advertising Budget (2011-2013) e. Table 57: Detailed Radio Advertisements Budget (2011-2013) d.360.MF Grand Total 104 3 19. Most of these promotional activities will run during peak months and those months that Ice Cream products‟ sales are dry because of some seasons that affect the sales.00 3. The production cost is shown above (detailed marketing budget).00 19. **These are just payments for the Media used. Promotional Materials Presto will have several promotional activities in a year.000.393.00 2012* 1.00 6. where the Metro Rail Transit (MRT Line 3) is situated. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 80 .00 3.650.650.243.040.50 2.50 3.931.436. The detailed budget for the Outdoor Advertising is shown below: Billboard Places EDSA-Santolan EDSA-Cubao Sub-Total Rate 195. Outdoor Advertising Presto has chosen EDSA.00 2.392.000.085. as the place to put billboards.000 Months 7 7 2011 1. It was said in the website (company handling the rentals of the said billboards).065.943.000 295.300.520. ***These are just payments for the Media used.464.00 2.00 2013* 1.00 *Days are quoted in approximation **2012 and 2013 rates may vary but estimation of 10% increase per advertisement is assumed.430. These two places are: Araneta-Cubao and EDSASantolan.320.00 Grand Total for Three Years 10. The rental of billboards will run for a total of seven months (March to May.106.365.506.00 *2012 and 2013 rates may vary but estimation of 1% increase per rental is assumed.
and four train stations in NCR. MRT. Mini-groceries.00 301. Puregold.00 Estimated Cost of Staging 81. and a lot more.700. and finally standees that will be placed in Mini-stop branches. Robinson‟s Supermarket. SM Supermarkets.000.00 per scoop of Ice Cream).00 126.800. mini-groceries).00 175.800.00 317 61 500 350. placing of posters and banners in all the distribution channels (such as supermarkets.00 168. Posters Number of Distribution Channels (Estimated) Number of LRT. The detailed budget for promotional activities can be found below: Standees Number of Distribution Channels (Estimated) Number of Standees to Produce Estimated Budget per Standee Total Cost of Standees Banners.000.Some of the promotional activities consist of promotional sampling (Php 5.00 . and South Rail Stations Number of Banners/Posters to Produce Estimated Budget per Banner/Poster Total Cost of Banners and Posters Grand Total Cost of Promotional Materials 317 317 400.00 Table 59: Detailed Outdoor Advertising Budget (2011-2013) Promotional Activities Distribution Channels Number of Distribution Channels (Estimated) Number of Distribution Channels to Target Duration of Promotional Activities Number of Months to have Promotional Activities Total Number of Days per Month Total Number of Days Number of Promotional Staff Number of Promotional Staff per Location Total Number of Promotional Staff Salaries and Wages Estimated amount of salary per staff employed Total Cash to Allocate for 9 months Rental Fee for Promotional Activities Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 81 317 90 9 8 72 1 10 300.
00 2. the promotions of the said product. See Promotions Section in previous pages.800. as well as. Outdoor Advertising will run for 7 months (one for summer and one for the Holiday Season).528.000. Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 82 . Print will show the different products of Presto.Estimated Rental Fee (9 months) Operating Expenses Estimated expense per location per day Total Estimated Operating Expenses 560.000.00 Total Budget for Promotional Activities 3. YEAR 1 2011 Marketing Timetable JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TVC RADIO PRINT OUTDOOR ADVERTISING PROMO/PR YEAR 2 2012 TVC RADIO PRINT OUTDOOR ADVERTISING PROMO/PR YEAR 3 2013 TVC RADIO PRINT OUTDOOR ADVERTISING PROMO/PR Figure 23: GANTT Chart (2011-2013) JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TVC will comprise of a story with different episodes. Radio will be aired during peak months (Summer) and Ber Months (Holiday Season).00 Table 60: Detailed Promotional Activities 2.500.000.00 3.
58% 0.385.00 752.285.00 5.000.000.660.00 13.00% 68.500.000.021.00 2012 20.605.208.890.74% 14.22 8.334.752.484.33 7.000.907.182.76 9.03% 0.780.000.00 43.196.78 Table 61: Income Statement of Presto Tivoli Ice Cream (2011-2013) 21.120.00 39.02% 40.295.00 38.00 3.00% 154.000.00 2013 21.111.64 8.92 165.683.00 4. during the rainy season (where sales are low) and during the Holiday Season.347.385.26% 35.436.000.78 815.11% 2013 208.329.069.18% 35.22 63.92 9.175.780.614.36 978. Table 62: Cost of Sales/Cost of Goods Sold (2011-2013) Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 83 .63% 79.78 73. Income Statement Presto Tivoli Ice Cream Income Statement (2011-2013) % to % to 2011 Sales 2012 Sales Sales Less:Cost of Sales Gross Profit Less:Fixed Assets Depreciation General & Admin Expenses Marketing Expenses Equipment-Related Expenses Income Before Taxes Less: Taxes 101.250.64 *It is assumed that there will be an increase of 5% in the raw materials.00% 117.56) -21.60 26.00 5.00 7.00 3.00 40.18% 44.054.000.095.000.140.00 5.64 113.00 37.876.00 3.310.605.33% 35.100.567.338.44 35.562.285.000.916.46% 19.000.00 184.108.40.206% 0.80% 7.Promo/PR will be implemented during peak months (Summer).76 54.385.000.795.00 56.97% 62.095.500.005.000.000.148.500.33% Behind the Numbers of the Income Statement Cost of Sales (Estimated) Raw Materials Cost Electricity Water Labor (Wages) Packaging 2011 9.00 37.42% 73.051.681.148.000.65% 24.285. C.117.250.96% 3.08 978.00 44.96% 4.212.893.614.645.605.74% 13.30 Net Income (22.00 3.104.00 43.37% 0.148.674.00 3.720.200.22 40.589.000.500.000.11% % to Sales 20.210.00 7.92 Grand Total 38.000.000.686.
100.00 200.310.00 22.000.000.000. Table 64: Raw Materials Cost (2011-2013) Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 84 .00 240.000.00 100.000.00 52.605.140.226.000.18 99.760.00 *It is assumed that there will be an increase of 5% in the utilities expenses.760.182.760.18 50.00 926.385.00 7.00 240.00 2013 5.000.00 18.545 19.00 100.92 *It is assumed that there will be an increase of 5% in the raw materials.General and Admin Expenses Wages Utilities Office Supplies Transportation Depreciation Expense (Computer) 2011 5.00 200.00 7.148.00 88.000.00 5.329.00 240.000.00 60.22 20.00 30.100.00 2012 5. Table 63: General and Admin Expenses (2011-2013) Raw Materials Cost Xylithol Skim Milk Buttermilk Powder Cassava Flour Pandan Egg Yolk Condensed Milk All purpose cream Vanilla Extract Flavoring (Estimated) Grand Total (4 Gallons) Per Gallon Price (1 Gallon) 2011 YEARS FORECASTED 2012 1 Kg 1/2 Kg 1/2 Kg 600 g 2 leaves 4 pieces 600 g 300 g 3 tablespoons Unit Price in Php 43.000.000.000.00 882.295.000.64 2013 21.000.00 100.000.00 200.000.00 840.00 21.00 389.00 Grand Total 7.
59 155.43 3. Ice Cream Plant (Proposal from Eskimo.434.72 130.746.381.378.16 55.832.95 55.31 139.727.81 6.961.57 57.Multi-Pack Dairy Ice Cream .32 3.62 3.75 56.45 2.31 53.33 637.71 3.07 Frozen Yoghurt Ice Cream Parlours Impulse Ice Cream .20 3.4220.127.116.119.04 57.30 58.96 6.25 659.675.595.24 676. Attachments/Appendices A.92 154.X.99 2.60 633.Take-Home Water Ice Cream Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 85 .Single Portion Water Ice Cream Retail Artisanal Ice Cream Take-Home Ice Cream .Single Portion Dairy Ice Cream .12 54.71 3.65 2014 665.34 3.Take-Home Dairy Ice Cream -.18 2.659.705.75 3.97 6.460.28 646.16 2.957.42 630.712.37 6.926.45 57.553.707.08 55. India) Please see the attachment after the Bibliography B.54 2.37 3.195.45 56.479.779.572.59 151.688.31 2.60 146.40 6.Ice Cream Desserts .63 3.Multi-Pack Water Ice Cream .364.772.65 56.10 56.21 57.041.202.96 2011 659.761.550.27 53.94 6.79 2012 662.74 3.75 56.58 2015 666.832.192.09 2013 664. Euromonitor Forecasts Forecast Sales of Ice Cream by Category: Volume 2010-2015 Source: Euromonitor '000 litres 2010 654.Bulk Ice Cream -.82 3.922.64 57.72 58.402.
715.243.572.745.430.37 398.06 7.21 7.034.11 2015 65.84 2012 150.723.01 7.40 7.Ice Cream Desserts 2010 145.70 1.95 2013 64.163.39 7.72 779.33 7.17 7.Multi-Pack Water Ice Cream .Forecast Sales of Ice Cream by Category: Volume 2010-2015 Source: Euromonitor '000 litres Ice Cream 2010 61.46 7.61 2014 152.529.564.95 2011 148.75 7.89 Table 64: Forecast Sales of Ice Cream by Category: Volume 2010-2015 Forecast Sales of Ice Cream by Category: Value 2010-2015 Source: Euromonitor Ps million Frozen Yoghurt Ice Cream Parlours Impulse Ice Cream .58 216.12 384.25 1.35 413.Single Portion Water Ice Cream Retail Artisanal Ice Cream Take-Home Ice Cream .212.51 7.97 7.150.91 1.191.89 7.82 213.12 7.38 2013 151.04 218.95 7.10 199.63 1.544.849.87 773.70 - - - - - - - 769.174.Multi-Pack Dairy Ice Cream .84 2012 64.665.321.341.311.76 7.52 8.51 1.07 388.80 2015 153.821.20 186.14 785.23 399.161.32 208.213.65 7.09 2014 65.141.Single Portion Dairy Ice Cream .Take-Home Dairy Ice Cream -.Bulk Ice Cream -.49 7.83 1.37 792.076.50 7.24 389.61 7.411.11 8.438.24 2011 18.104.22.168 7.26 7.44 800.49 8.313.67 Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 86 .
enotes.ph/index.businessweek.html# Current Value Proposition .61 8. Consumer Profile.ph/html/ListedCompanies/listedcompanyinfo.http://www2.com.59 2011 90.aspx Market Research/Data.html Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 87 .069. Danilo M.com. Bibliography Overview of the Industry: https://www.html Segmentation .aspx http://www.82 Table 65: Forecast Sales of Ice Cream by Category: Value 2010-2015 C.com/2005/09/01/urc-mission-visionstatement/ Present Marketing Strategy (Positioning): http://www2.ph/prods_bcfg.com/analysis/just-the-facts-ice-cream-in-thephilippines_id110524.com/research/stocks/snapshot/snapshot.com/Portal/ResultsList.81 9.aspx Interviews with Former Employees (Presto) Mr. URC Presto) Mr.43 9.com/Portal/DocumentView.78 2012 89.urc.com.http://www2. Eduardo Policarpio Company Background http://www.portal.ph/company_history.pse.933.Ps million .jsp?securitySymbol=URC Universal Robina Corporation Mission-Vision Statements: http://www.88 2013 90.urc.17 8.html 4 P‟s of URC http://www2. and Company Profile – Euromonitor http://www.77 2014 93.13 9.com/topic/Universal_Robina http://investing.com.universalrobina. Jingo P. Cruz (Sales Unit Manager.821.226.just-food.30 8.ph/prods_bcfg.asp?ticker=URC:PM http://www2.html http://www. Fermin (URC Presto) Mr.portal.ph/index.euromonitor.50 2015 98.Take-Home Water Ice Cream Ice Cream 2010 93.urc.743.com.euromonitor.406.urc.com.urc.
ph/imglanding?q=Aha+GMA&um=1&hl=tl&sa=N&tbs=isch:1&tbni d=OWKoH4oT9ihaM:&imgrefurl=http://www. 13th Edition Other Marketing Data http://oohresource.gmanews.tv/show/aha&imgurl=http://images.google.com/journal/item/73/Available_Billboard_on_EDSA_Northboun d_EDSA_Camp_Aguinaldo_Santolan http://oohresource. Jose Rafael Lantin‟s Guidelines Marketing Concepts Principles of Marketing.google.r:1.bp.blogspot.multiply.r:1.com. tv/pa/main/aha.google.google.jpg&imgrefurl=http://www.jpg&ei=7B1xTafvH43rrQeA5sHTCg&zoom=0&w=252&h=197&biw=1024 &bih=509 http://www.com/_taZJUdNwXOY/S2Jl1w9GndI/AAAAAAAAA eU/f0rJQ41ZdVI/s400/gma7.com/reviews/images/reviews/1 53/1179085354_1.html&imgurl=http://2.com/reviews/28046/ed-edd-n-eddythe-complete-secondseason/&usg=__LIVxFqDMhYD_Qgug6rq6nvqBh1A=&h=300&w=400&sz=33&hl=en&sta rt=0&zoom=1&tbnid=lhs5O09phexkpM:&tbnh=154&tbnw=205&ei=CR9xTa2DEIX5cbHxy PgC&prev=/images%3Fq%3DEd%2BEdd%2Band%2BEddy%26hl%3Den%26biw%3D102 4%26bih%3D509%26gbv%3D2%26tbs%3Disch:1&itbs=1&iact=hc&vpx=350&vpy=138&d ur=535&hovh=194&hovw=259&tx=116&ty=97&oei=_x5xTbnUEcS4rAfvsNDSCg&page= 1&ndsp=8&ved=1t:429.com/journal/item/74/Available_as_of_today_EDSA_Cubao_Far mers_Parallel Pictures/Images http://www.blogspot.com/_VbAy_UVyzYA/TUt3vg IT1EI/AAAAAAAAAuc/wnLusPWyx9w/s1600/mutya.com/imgres?imgurl=http://www.jpg&imgrefurl=http://yatotchronicles Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 88 .s:0 http://images.dvdtalk.com/reviews/images/reviews/1 53/1179085354_1.s:0 http://images.com/wp-content/uploads/ http://www.com/2010/01/pissed-offwith-gma-7s-remakesand.r:1.com.com/reviews/28046/ed-edd-n-eddythe-complete-secondseason/&usg=__LIVxFqDMhYD_Qgug6rq6nvqBh1A=&h=300&w=400&sz=33&hl=en&sta rt=0&zoom=1&tbnid=lhs5O09phexkpM:&tbnh=154&tbnw=205&ei=CR9xTa2DEIX5cbHxy PgC&prev=/images%3Fq%3DEd%2BEdd%2Band%2BEddy%26hl%3Den%26biw%3D102 4%26bih%3D509%26gbv%3D2%26tbs%3Disch:1&itbs=1&iact=hc&vpx=350&vpy=138&d ur=535&hovh=194&hovw=259&tx=116&ty=97&oei=_x5xTbnUEcS4rAfvsNDSCg&page= 1&ndsp=8&ved=1t:429.universalrobina.jpg&ei=xR5xTZymH8TVrQeOtdzUCg&zoom=1&w=333&h= 337&iact=hc&oei=xR5xTZymH8TVrQeOtdzUCg&page=1&tbnh=111&tbnw=141&start=0 &ndsp=20&ved=1t:429.dvdtalk.com.multiply.blogspot.bp.ph/imglanding?q=GMA+7&um=1&hl=tl&tbs=isch:1&tbnid=zAY7u SEvXAKLkM:&imgrefurl=http://justmypersonalopinions.pdf Reasons for Failed Brands (General Ideas) Mr.com/imgres?imgurl=http://www.s:0&biw=1024&bih=509 http://images.http://www.jpg&imgrefurl=http://www.com/imgres?imgurl=http://1.gmanews.dvdtalk.google.ph/doc/urc-17a-200509.jgsummit.dvdtalk.
blogspot.blogspot.multiply.com/mu/oohresource/image/62ANgeFJWxXEG3HUfglQg/photos/1M/1200x1200/24/Slide1.s:0 http://www.com/mu/oohresource/image/CFgCoVlpB3VEHvMREgR1Q/photos/1M/1200x1200/80/Slide1.com/2010/03/thetv5-kapatid-station-idrevealed/&usg=__hKJ2gb5dB7ecKoO0r0mJKlbZpGU=&h=300&w=300&sz=23&hl=en&st art=16&zoom=1&tbnid=8GDbEbHXTqLVBM:&tbnh=162&tbnw=146&ei=1x9xTbTQMsee cO3v0PgC&prev=/images%3Fq%3DTV5%26hl%3Den%26biw%3D1024%26bih%3D509% 26gbv%3D2%26tbs%3Disch:1&itbs=1&iact=hc&vpx=626&vpy=181&dur=575&hovh=225 &hovw=225&tx=129&ty=103&oei=zh9xTfeZNIrnrAelrcHSCg&page=3&ndsp=9&ved=1t:4 29.com/charts/countries/country-users-ph-last-6-months.socialbakers.transparent.com/journal/item/74/Available_as_of_today_EDSA_Cubao_Far mers_Parallel http://multiply.com.google.blogspot.com/wpcontent/uploads/2010/03/tv5logo2.s:0 http://images.s:16 http://images.gif&imgref url=http://pinoybizsurfer.com/imgres?imgurl=http://2.libre.jpg&imgrefurl=http://whynotcoconut.JPG?et=Uhtxh7XSfYZD6QBnUifRtg&nmid=0 http://multiply.com/&usg=__hZfMYy0dP23nNDXZhPK93GPVMXY=&h=264&w=411&sz=27& hl=en&start=0&zoom=1&tbnid=JEdpZwKqucNqM:&tbnh=119&tbnw=163&ei=Yh9xTfPLIIKHrAeVzIjTCg&prev=/images% 3Fq%3DMutya%2BABSCBN%26hl%3Den%26biw%3D1024%26bih%3D509%26gbv%3D 2%26tbs%3Disch:1&itbs=1&iact=hc&vpx=113&vpy=92&dur=91&hovh=180&hovw=280& tx=119&ty=92&oei=Yh9xTfPLIIKHrAeVzIjTCg&page=1&ndsp=17&ved=1t:429.mbcsales.com/imgres?imgurl=http://www.r:0.wikipilipinas.ph/ http://en.r:1.jpg http://www.gif http://oohresource.multiply.png http://www.com/journal/item/73/Available_Billboard_on_EDSA_Northboun d_EDSA_Camp_Aguinaldo_Santolan http://oohresource.org/images/9/9b/Love_radio_ph.JPG?et=XqWVaPWRRJcDfD9LuqJbCQ&nmid=0 Socialbaker.com/charts/countries/country-age-pie-ph.com Statistics http://www.png Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 89 .bp.r:3.com.whynotcoconut.com/FyXOHNxHNXE/TV1L0rR7A4I/AAAAAAAABk0/3aFuNtZt7RM/s400/abscbn.com/2011/02/abs-cbn-dominates-2011-ustvawards.google..socialbakers.ph/plugins/content/jw_sigpro/sigpro.html&usg=__rTcD1Yu9Anxd7mHUp6E_OTPTJTI=&h=300&w=300&sz=16&hl=en &start=0&zoom=1&tbnid=y8C5wt8ZK6qHsM:&tbnh=173&tbnw=167&ei=FyBxTZm4HsbI rQeonojTCg&prev=/images%3Fq%3DABSCBN%26hl%3Den%26biw%3D1024%26bih%3D509%26gbv%3D2%26tbs%3Disch:1&itbs =1&iact=hc&vpx=295&vpy=132&dur=2187&hovh=225&hovw=225&tx=97&ty=109&oei= FyBxTZm4HsbIrQeonojTCg&page=1&ndsp=9&ved=1t:429.
com/fragrances_h-k_108.com/free-images/food-images.pachd.html http://www.jpg/tpod.thephilippineisland.com/detail/skd288941sdc/Stockbyte http://www.com/best-sweet-potato-recipes http://www.html http://www.gettyimages.html http://www.com/2010/12/avocado/ http://theinksquad.com/2008/01/21/facebook-cheese/ http://www.com/photo_838544_green-coconut-drink-on-whitebackground.mixmygranola.html http://www.quitehealthy.Images Used http://www.com/photo_7197577_chocolate-icecream-in-an-icecream-coneisolated-against-a-white-background.123rf.squidoo.com/archives/2010/01/ http://durianmedan.ehow.com/philippine-recipes/filipino-leche-flan-recipe.com/ideas/22-sorbetes http://www.com/brown-spots/ http://www.wordpress.com/ginataan/halohalo-1/ http://nickobeano.com/Philippines2007Baguio.photl.html http://izsak02.uk/commentisfree/2007/jun/18/strawberrysarniesforever http://youoffendmeyouoffendmyfamily.html Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 90 .floridasoapsupplies.terra-organics.com/84345/top-10-low-carb-power-foods/ http://www.reallynatural.guardian.com/ http://www.html http://kalyespeak.com/photo_7560969_scoops-of-ice-cream-isolated-on-a-whitebackground.html http://www.123rf.html http://www.com/en/161789 http://www.com/travel-photo/arnobs66/4/1083410133/sunlight-peeks-throughbaguio-s-pine-trees.com/nutrition-facts/breyers/198841.indyposted.co.com/about/company/ http://recipes.123rf.travelpod.com/tag/philippines/ http://www.
Reliving Good Times with Presto: Resurrection of Presto Tivoli Ice Cream | 91 .
ph/storelocator/store_locator.Ministop Branches Percentage Total Estimated Ministop Branches Puregold Branches Percentage Total Estimated Ministop Branches Total Robinson's Supermarket SaveMore Hypermarket Number of Mini-Groceries 250 http://ministopphilippines.com.com/smsupermarket/save_more.robinsons-supermarket.com/business/04/25/10/puregold-supermarket-chain-eyes-26-new-outlets-2010 60% 28 19 http://www.com/hypermarket/?p=420 100 Estimated 317 .htm 10 http://www.smsupermarket.abs-cbnnews.php 10 http://smhypermarket.com/journal 60% 150 Year 2009 46 http://beta.multiply.
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