KINGFISHER SCHOOL OF BUSINESS AND FINANCE

2nd Semester
S.Y 2021-2022

MARKETING PROPOSAL :
Remarketing Dying Brands
Submitted to:
Mr.Markley Villanueva
Ms. Mylahnie R. Lopez
Instructors

Submitted by:
Baniqued, Roselyn M.
Bedonia, Jenine Isha May A.
Castro, Nica Mae
Fernandez, Jenrie
Lagmay, Mary Joy A.
Malbog, Shaira J.
Velasco, Edcel John U.
Group 12 - 2ND Year

Bachelor of Science in Accountancy

Bachelor of Science in Management
 Marketing Plan Preparation
Product Concept Description
MAGNOLIA FRUIT TEA

Concept Description
 Magnolia Fruit Tea became an alternative drink to offer for the people who wants to
moderate drinking carbonated beverages. Schools are one of their largest distribution
channel as the institutions wants to promote a healthy food lifestyle for their students
however pandemic enters and changed the educational platform that leads for beverage
retailers and distributors to lessen their supply as the mobility of people being restricted.
Nowadays, the group wants to remarket the said product to give consumers again an
alternative beverage to drink and to bring back “the school vibe feels” for the students
even they are inside their homes.

Opportunity/Need

 The size of the market

The Magnolia Fruit Teas is suitable for all ages, particularly the consumers that
are health-conscious because this product contains five vitamins essential for good health
and it releases a low-calorie that is good for the consumers and fits in their income.

 Trends in Market
Due to increased awareness and understanding among customers around the
world, the epidemic has caused individuals to become worried about the sources of
products' contents. As a result, many consumers are looking for drinks that are healthier
than carbonated or soft drinks, which the Magnolia Fruit Tea can provide. More
individuals are opting for healthier drinks and brands that provide them with beneficial
health benefits. As a result, there's a chance that demand for this beverage will rise in the
market. Especially now in times of pandemic, consumers will consider buying and
drinking the product which is the magnolia fruit tea, the fact that it contains vitamin,
essential for good health. Where there are only a few businesses that offer affordable
drinks that are non-carbonated and healthy beverages.

 Problem solved 
According to the Levine, Hallie study, drinking extremely unhealthy beverage
may cause to increase the risk of death by 7%, with a 5% increase in cancer death and a
10% increase in cardiovascular disease death of the person. As of this day that we are in
the Pandemic people need to help their body to become healthy while they are drinking
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 beverages that can be a substitute in drinks like Coca-Cola, Mountain Dew and so on.
Therefore, people will purchase the product that is healthier, affordable and fits in their
taste which is the Magnolia Fruit Tea.

Product or Service
 The Magnolia Fruit Tea includes five vital vitamins: C, B1, B2, B6, and B9 because of
their main ingredients and that is the organic fruits such as grapes, lemon, pineapple,
apple, orange and strawberry. Therefore, consumers would have many options that will
fit in their preference. Aside from that, it offers in the market an affordable value. 

Target market
.
 The end user of the product is the consumer's age ranges from 8 and adulthood because
they are the one who has the capability to drink non-carbonated drinks. Those are the
target consumers but the main target market is the people who have a purchasing power
and the health-conscious consumers and any consumer who has the power to buy goods
and services.

Benefits
 The benefits to the people who will buy Magnolia Fruit Tea is that they will enjoy
another variety of drinks that are non-carbonated. Many consumers always want what is
best for their health. They are all afraid to have a problem with their health conditions.
Therefore, they would not hesitate to purchase the product. Especially, this product
offered affordable and ready-to-drink Magnolia teas and juices wherein it provides the
consumers especially the health-conscious customers a nutritious alternative. These
products are packed with vitamins C, B1, B2, B6, and B9, and lastly are low in sugar.
Also, Magnolia Fruit Tea offers many varieties of flavor so that the target market will be
pursued to avail the product such as Apple, Lemon, Strawberry, Orange, and Grapes that
will always tickle the taste buds of the customers because they have many options of
flavor to drink.

Competitive Advantage
 Magnolia Fruit Tea has competitors along the way which also serve drinks but
carbonated. The San Miguel Corp. are confident enough because the Magnolia Fruit Tea
have competitive advantages compared to the competitors. The product which is the
Magnolia Fruit Tea will be a non-carbonated drink that took a healthy route. Also it has
more nutrients that are great for the body and health, unlike the carbonated drinks such as
Coca-Cola and Pepsi that can be the cause of diabetes and obesity according to the World

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 Health Organization. Magnolia Fruit Tea also assures that the product is not just about
the health of the people, but also for the satisfaction and enjoyment of them

Secondary Data

 In 2019, the largest share of the market was held by the offline distribution channel that
contributed to over 80% of the total revenue. It was distributed to supermarkets, discount
stores, department stores, teahouses, grocery stores, and health food stores where the
consumers can avail Magnolia Fruit Tea. The availability of the Magnolia Fruit Tea in
these stores gains popularity amongst millennials who seek authentic and nutritious
drinks with unique and different flavors. (Grand View Research 2020)
 In 2019, the global fruit tea market was worth USD 2.4 billion, and it is predicted to grow
at a CAGR of 9.6% over the forecast period. The sector will be driven by the growing
popularity of fruit-flavored tea products with reduced caffeine levels among health-
conscious customers. Including that the Magnolia Fruit Tea is suitable for all people
considered that today we are in pandemic and the health of people are crucial, consumers
will have intended to allocate it in a product that is low-cost and beneficial (Grand View
Research 2020).

References

Levine, Hallie, AARP (Sept. 13, 2019). The bottom line on all those scary health studies you’ve
heard lately. Retrieved November 1, 2021 from https://www.aarp.org/health/healthy-
living/info-2019/soda-health-studies.html

Philippine Daily Inquirer (Nov. 7, 2011). Magnolia launches “Healthy Drink Choices”
Advocacy. Retrieved November 1, 2021 from
https://www.pressreader.com/philippines/philippine-daily-inquirer-
1109/20111107/287526587156325
San Miguel Corporation (April, 16, 2018). The Annual Report (SEC Form 17-A) of San Miguel
Corporation. Retrieved November 1, 2021 from
https://www.sanmiguel.com.ph/files/reports/SMC_17A_04.16_.2018_(A)_.pdf
PhilStar Global (Oct. 1, 2007). A Cool Change. Retrieved November 1, 2021 from
https://www.philstar.com/business/business-as-usual/2007/10/01/17623/cool-change
Grand View Research (March 2020). Market Analysis Report of Magnolia Fruit Tea. Retrieved
November 1, 2021 from https://www.grandviewresearch.com/industry-analysis/fruit-tea-market

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 Marketing Plan Preparation
Product Concept Description
MYPHONE
Concept Description 

MySolid Technologies and Devices Corporation introduced the first Filipino

mobile phone brand in the country. This phone brand was widely-known as it was
advertised by well-known personalities in the television. As the pandemic changed
blackboards into phones or laptops, different brands of phones and other gadgets enters
the Philippine market. Therefore, the group wants to remarket Filipino’s pride phone
product as it will undoubtedly offer more affordable and high-quality Filipino products
with their new applications that is suitable for the students and workers who their stuffs
online.

Opportunity/Need

 Innovation on its internal and external parts that aligns to the need of the target market. It
is imperative that the model of MyPhone is up-to-date so it will keep pace with its foreign
competitors.

 Creation of new software application which features an offline search engine that will
minimize the consume of data for the students and researchers.

 Venturing into new type of gadgets like earbuds, headphones, speakers, tablets, or
laptops.
Product or Service
 MyPhone was the first Filipino mobile phone brand, and it continues to offer an
affordable mobile phone option to all Filipinos. It was involved in the manufacture and
distribution of cellphones. Its phone portfolio is always evolving, with phones ranging
from simple call and text phones to touchscreen phones, wi-fi equipped phones, mobile
TV phones, and, most recently, Android phones and Android phones with Digital
Television. Product development is heavily focused on nationalistic themes and pro-
Filipino values, with the Philippine flag prominently displayed at the back.

Target market
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  The target market will be Dagupan City residents aged 13 to 50, particularly students and
work-from-home employees. Dagupan City was chosen because it is a first-class city and
one of the Philippines' five independent component cities. Furthermore, Dagupan City is
surrounded by various schools and universities, which is the primary focus of the study
especially now that classes and other types of work are being held online.
Benefits

 Innovation of the product will give the target market the convenience to be able to
perform their tasks with its up-to-date features that allows them to connect with people
efficiently.

 Online classes require a lot of academic papers that leads for students to do numerous
research. This creation of offline search engine will give students an unlimited power to
search without even thinking the data or internet constraint.

 Venturing into new products will give the consumers especially the main market to have
a gadget with a cheap price but has same efficiency and quality of the product just like its
competitors. It is also a good start for a Filipino mobile brand to widen its scope of
product focus which will reach more consumers in the future.

Competitive Advantage
 The product itself. MyPhone, which is now known as a pioneering and trusted local
brand in the Philippines, had a humble beginning in 2007. With the introduction of the
first Filipino mobile phone brand – MyPhone – the brand is said to have established a
battle against well-known international giants in the mobile phone industry. It is also the
country's first Filipino brand to offer dual-SIM mobility.

  Affordability of the product. The price of MyPhone's product ranges from 1,500
to 5500 Php. When compared to direct and indirect competitors such as Cherry Mobile,
Starmobile, Cloudfone, Samsung, Huawei, Oppo, Vivo, and Realme, the business price is
said to be lower and more affordable. Having a lower price than similar businesses is
considered a company's strength because it will attract more customers, increasing
demand. 

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  Location Profile. MyPhone is the Philippines' third largest mobile phone brand in the
mass market category, behind only Samsung and Cherry Mobile, according to a report in
the Manila Times. MyPhone presently has 250 dealers and approximately 200 concept
stores across the country, with ambitions to expand its distribution network.

Secondary Data 
 According to Statistica (2021), low-cost mobile phone brands have outsold
telecommunications industry behemoths. Oppo led the mobile vendor market in the
Philippines, accounting for 20.42 percent of the total mobile market. It's a good thing for
MyPhone to remarket and revitalize their brands, which will undoubtedly offer more
affordable and high-quality Filipino products with their new applications that will help
and make Filipinos' lives easier, as mentioned in the benefits. In 2017, Philippines has an
android market share of 97% wherein in terms of brand, 11% are from MyPhone which is
higher to Oppo and Asus market share respectively of 8% and 5%. 

References
 Marcelo, P. P. (2018). Philippines smartphone shipment falls 7% in 2017. Business
World. Retrieved October 24, 2021 from https://www.bworldonline.com/philippine-
smartphone-shipments-fall-7-in-2017/
 MyPhone (2020). My Solid Technologies & Devices Corporation. Retrieved October 23,
2021 from https://www.myphone.com.ph/about/
 Talatala, N. (2015). Myphone-Digital Marketing. Scribd. Retrieved October 30, 2021
from https://www.scribd.com/doc/304482693/MyPhone-Digital-marketing
 Sumanga, M. (n.d). Myphone Imc Plan. Scribd. Retrieved October 30, 2021 from
https://www.scribd.com/document/341933043/Myphone-Imc-Plan

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 MARKETING PLAN PREPARATION
PRODUCT CONCEPT DESCRIPTION
OVALTINE

Concept Description
The immune system protects the body from disease and other foreign invaders. The
immune system protects the body from a variety of potentially harmful substances that can
infiltrate it. Like today, the world is experiencing pandemic that is an infectious disease that
affects humans' respiratory systems and causes illness. And to prevent this kind of disease people
must boost their immune system. Ovaltine is a nutritional drink that helps improve function of the
immune system, providing protection against diseases. The rebranding of Ovaltine was chosen by
proponents because it is essential in the face of a pandemic and Ovaltine lost its stars in the
market. Ovaltine essentially is a malt-based beverage that provides sustained energy as well as
nutritional benefits. Its unique nutrient value coming from barley grain, milk and an added
vitamin minierals mixed together with dominate chocolate tastes differentiates the brand from its
competitors. Ovaltine drinks also provide a steady release of energy at any time of the day.j

Opportunity/Need

 Ovaltine has many of the essential vitamins and minerals your kids need everyday.

 Ovaltine is an ideal product for mothers in their desire to keep their children and themselves
healthy.

 The malt provides carbohydrates, proteins, vitamins and minerals.

 Ovaltine has been a family favorite, giving energy, vitamins, and nourishment in one pleasant,
warm drink.

Product/Service
Ovaltine was marketed as a drink that's both good for you and helps to position you to sleep, it
lost its appeal during a society where people lead increasingly busy lives and wish drinks and
snacks to remain them going rather than knock them out. This brand is extremely popular and
well-known around the world. it's nutrient beverage. Furthermore, Ovaltine is founded on a
singular desire to foster a deep bond between a mother and her kid. Ovaltine has forged a strong
emotional bond with its customers as a result of this focus. A warm cup of Ovaltine helps a
mother show plenty warmth, love and make sure of her children.

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Target Market
The target market of Ovaltine is that town of Dagupan with ages ranging from 4 years old and
above. Dagupan City was chosen because it is one altogether Pangasinan's most industrialized
and centralized cities. Especially now that we are in Pandemic, Ovaltine is also a healthy drink
that offers many essential minerals and vitamins. Ovaltine is occasionally suggested by doctors
for regular ingestion since it contains considerable amounts of zinc, magnesium, and calcium. it's
highly nutritional hence is great for teenagers of all ages.

Benefits

 Ovaltine may well be a nutritional drink that helps improve function of the system, providing
protection against diseases.

 Ovaltine consumption provides the body with essential nutrients such as phosphorus, which aids
in the production of cell energy and the strengthening of bones.

Competitive Advantages
Ovaltine employs its strategy for its competitors and development, Ovaltine has been able to gain
a competitive advantage in the market. These are Ovaltine’s competitive advantages, according to
research. Everyone should try this brand because it is well-known and has a strong tradition.
Second, the product has been used in a variety of feature films and television series and has a
distinctive concept. Third, the country-of-origin influence is powerful, and it was created with
affection for everyone, making digestion easier. Fourth, the product's brand positioning is well-
known as the best firm manufacturing. Fifth, a strong presence in the majority of global
marketplaces. Sixth, it comes in a variety of flavors, including Chocolate Malt and Rich
Chocolate, and is high in nutrients. Its goal is to improve. Despite the fact that it has many
competitors, the brand strives to serve and satisfy its customers.

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