MARKETING PLAN

SUBMITTED BY:

Zhainna A. Silvestre

3-1P
 EXECUTIVE SUMMARY
Oishi, also known as Liwayway Holdings Company, is a food and beverage
snack company located in the Philippines. The word Liwayway was created to
"represent the hope and optimism of postwar Manila." The firm was founded in
1946 and began by selling coffee and starch. By 1974, they had introduced their
well-known Oishi Prawn Crackers, and by 1985, they had launched many more
delicious and affordable products. By 1993, the firm had begun to develop
worldwide, first in China and then in Myanmar, Vietnam, Thailand, and Indonesia.
In addition to its well-known snacks, Oishi manufactures drinks such as juice,
milk, and coffee.

This marketing plan's objective is to give information and insights on the

present success of Oishi's "fast coffee in a box," Hi Coffee, as well as the presence
of other coffee beverages marketed alongside it at main outlets. It aims to
strategize concrete plans of action to increase the awareness of the brand. The
marketer conclude that product differentiation is needed for the product to excel
in the industry of ready-to-drink coffee.

Recommendations include three campaigns: Hi-Connection, Hi-Healthy, and

Hi-Friends. There are modifications to the product and packaging, as well as an
increase in spending in advertising and manufacturing to promote and raise
customer awareness of the product.

After the implementation of this marketing plan it is expected that the sales
and brand awareness of Oishi’s Hi Coffee will increase dramatically. This will in
turn bring a large increase in the profit of Oishi and will push Hi Coffee’s position in
the market of Ready-to-Drink coffee beverages.
 TARGET MARKET
Geographic
- Mettro Manila

Demographic
- Ages 18-29, Female

- College Students

- Monthly income or allowance

Behavior
of Php 5,001 to 10,000 - Those that are on-the-go

- Uses cash as payments

- Coffee-drinkers
 MARKET NEEDS

Healthy eating and drinking is a popular trend that affects a large

portion of the world's population. The growing obese population,
unhealthy eating habits among children and adults, busy lifestyles,
and tight work schedules are the factors driving consumers toward
healthy alternatives in terms of convenience food.

Calorie-conscious consumers and the diabetic population are

seeking for sugar substitutes in their beverages, which is boosting
their demand for antioxidant-enriched health drinks.

Demand for ready-to-drink beverages has witnessed tremendous

growth across the globe. RTD coffee is another functional drink that
has been shown to have health advantages. Various varieties of RTD
coffee have been brought onto the market throughout the years to
appeal to the global client base.

Ready-to-drink coffee is often consumed during breakfast and mid-

meals due to its health benefits as they contain antioxidants and
other essential ingredients. The changing lifestyles led to an increase
in the adoption of RTD Coffee.
MARKET TRENDS

There is a growing health consciousness among the Filipino

consumers. The busy lifestyles in the country continues to
increase, especially among urban dwellers, which led to
increased consumption of drinking RTD Coffee products as
an alternative to a snack or an energy drink.

Health deterioration, due to busy lifestyles and insufficient

exercise, along with increasing obese population, is a major
reason behind the increasing number of individuals riding on
the fitness fad. Ready-to-drink coffee, being an excellent
source of instant energy is becoming popular amongst
youngsters as well the middle-aged working population. In
addition, the rise in the awareness of health and physical
fitness has encouraged more youngsters to get involved in
sports, gymming, and physical activities, in turn, soaring the
need and demand for more quick energy supplements and
drinks.

Various types of RTD coffee are introduced in the market, to

serve the vast consumer base spread globally.
RTD coffee’s major consumers are young professionals who
are more adventurous and are willing to try alternatives in
the market. RTD coffee often serves as a ‘wake-me-up’
beverage because of its caffeine content. Taken cold, RTD
coffee is refreshing and is suitable for the warm weather in
the Philippines. The rise of specialist coffee shops has been
instrumental in the acceptance of RTD coffee as an
alternative beverage among young professionals. RTD
coffee is considered as a more convenient, cheaper
alternative to speciality coffee.

Packing of all beverages by almost all major players are

made more attractive, so as to increase the sales of their
products. Also, packages in various quantities are made
available for easy usage. Glass bottles and pet bottles are
widely used around the world. Pet bottles are preferred
more than the traditional glass bottles, as new technology
enables these bottles to do more than just hold beverages.
These bottles aid in improving the shelf life and
preservation apart from being available in economic
formats. These bottles come in handy ‘grab and go’ sizes
and can be used conveniently. Products in bottled format
can be consumed all at once or can be stored. Caps or lids
over these bottles also play an important role as they
preserve the freshness and aroma of the drinks.
MARKET GROWTH
 Along with new market products and taste varieties, the
industry reacted to the introduction of the sugar tax in 2018 by
downsizing product content to minimise sugar tax impact, using
different ingredients and producing healthier drinks which
created markets in nearly every area. And these are almost
literally catching on with customers. Changes in consumer trends
in favour of online shopping, together with the building of new
retail channels such as modern supermarkets, convenience
stores and shops outside cities are ensuring ever-increasing
outreach to the general population.

According to a Euromonitor forecast for the rest of this year,

there will only be a slight change in consumption of all non-
alcoholic drinks. In terms of growth figures for individual drinks
ranges this means a modest decline in CSDs, bottled water,
ready-to-drink (RTD) tea, sports and soy drinks. Consumption of
energy drinks is expected to remain at a steady level, with RTD
coffee likely to increase by a few percentage points.

Global Ready-to-Drink (RTD) Coffee Market is projected to

grow at a CAGR of 7.69% during the forecast period.
 SWOT ANALYSIS
Strength
1. Recognized branding - Oishi is an
already established brand that has a
credible fame and a pioneer in the food
industry. Consequently, it is known to the
market for producing excellent products
to cater the needs and wants of its target
market. Subsequently, in return building a
long-term relationship and creating trust
with its consumers
Weakness
1. The product is limited with only four
flavors and does not have any
unique features.
2. Hi Coffee is not available in various
pack sizes
3. Oishi Hi Coffee isn’t available in
many channels and hard to locate in

2. High quality but affordable price - Oishi supermarkets.

is known to manufacture high quality
4. Very few marketing efforts have
products but with affordable prices.
been made to promote the product.

Opportunities
1. Big Market - Filipinos have shifted
Threats
1. There are a lot of strong competitors

from being moderate to heavy coffee in the industry.

drinkers, according to a study by 2. Threat of Substitutes

Kantar Worldpanel Philippines. 3. Health risks - Many of the consumers

2. Consumers being health conscious - prefer to purchase drinks with more
More consumers are shifting into
nutritional value.
having healthy lifestyle.
3. It has the opportunity to support eco- 4. Wide distribution system of

friendly movements and trends. competitors - There is a wide

4. Today’s generation are now fast – distribution system of competitors.

paced means products that are Competing brand are available in

convenient, handy, and healthy or the almost all kinds of retailers especially

“to-go” products have a high chance to in those where Oishi Hi Coffee is not

be appealing to the market. available.

 COMPETITORS
Competition from other established companies in the Ready-to-Drink
Coffee Industry has already saturated the pre-packaged coffee market. All
of these brands are widely recognized and liked by the majority of
customers within the specified target group, making it difficult to enter this
market.

Kopiko 78°C is manufactured by Tirta

Fresindo Jaya PT. The product originated from
Indonesia and is being imported by Inbisco
Philippines, Inc.

The product’s, Kopiko 78°C, main selling

point is that their coffee is extracted at
exactly 78°C, and mixed with caramelized milk
to achieve it’s perfect taste.

Kopiko 78°C is sold in 250ml capped

bottles at ₱18.00 and is available in all
convenience stores, and supermarkets in
Metro Manila.

Marketing efforts for the product would

include TV Commercials, discount promos in
select retail stores, and social media
advertisements.
 COMPETITORS
STARBUCKS FRAPPUCCINO
Starbucks originally started in 1971 by
Jerry Balswin, Gordon Bowker, and Zev
Siegl, with it's first shop located in Seattle's
historic Pike Place Market. From this
location, Starbucks sold high-quality
whole coffee beans, dark-roasted in small
batches, the European way.

Starbuck's ready to drink is a variety of

ready to drink coffee drinks that comes
in variants of 5 mainly Vanilla, Caramel,
Coffee, Cookies and Cream, and Mocha
to suit your taste. Sold at 110 pesos
each.
 COMPETITORS

Nescafé Iced Coffee

Nescafé Iced Coffee ready to drink is a
variety of ready to drink coffee drinks
manufactured by Nestle Philippines Inc. The
products, according to Nestle, are being
imported from Malaysia.

This drink comes in variants of 3 mainly

Espresso Roast, Latte and Mocha to suit your
taste. Sold at 48 each.

Back in 1895 Nestle products were already

available in the Philippines but it was not until
1911 when both Nestlé and Anglo Swiss
Condensed Milk Company was established
locally, with its first sales office in Calle Renta,
Binondo.
 PRODUCT OFFERING
Listed below are Oishi's product catalog.
 KEYS TO SUCCESS
The factors that greatly contributed to the success of Oishi brand are the
following:

Filipino heritage brand

Oishi has been in the snack market for over sixty (60) years and is one of the best
enterprises and pioneers in the Philippines. Because of its high quality and delectable
goods, Oishi has earned the confidence of its customers over the years. They continue
to broaden and strengthen their product range and brand throughout Asia.

Quality Products
One of the things that the Oishi is most proud of is the great quality of its products,
whether they be drinks or snacks. Quality products are one of the product qualities that
customers want in a product. People behind their brand ensure that the items are of
excellent quality and that the flavor is appropriate for their market.

Innovative Product Variation

Oishi never stops inventing with their goods. They have continued to develop and
create unique and novel goods that shoppers would not likely discover at their
competitors throughout the years.

Affordable Prices
The brand is recognized for having pricing that are slightly lower on the price range. It
is aimed for the general public, as well as SEC D, E, and occasionally C2. Furthermore, the
firm is not anticipated to offer high-end items in the future.
CRITICAL ISSUES

Internal
Product
Established brand but the product still unknown to some.

Place
Limited penetration coverage.

Promotion
Need to improve and create new platforms to increase
brand and product awareness

External
Government
Introduction of the sugar tax in 2018 by downsizing
product content to minimise sugar tax impact

Competition
Wide distribution system of competitors, threat to
substitutes, etc.
 MISSION
They aim to be the leading food product company in the
markets they serve by cultivating the following ideals:

Providing their consumers with the widest range of

quality food products at best value

Upholding and living by the creed of business integrity in

all their dealings

Developing and nurturing long term relationships with

their suppliers, distributors, and consumers

Need to improve and create new platforms to increase

brand and product awareness
 OBJECTIVES

Marketing
Improve our product awareness from 20% to 40%

Penetrate target market to efficiently maximize the market

area.

Adopt intensive distribution of our product so it can reach

our target market.

increase social media awareness by 20 %

Financial
Gain revenue growth of 10% per year

Increase earnings per share by 10% annually

Maintain a positive cash flow

 TARGET MARKET
Geographic
Demographic - highly urbanized areas of
- Ages 18-35

- Female
the Philippines, particularly

Metro Manila
Behavior
- Those that are on-the-go
- College Students & Working
- Coffee-drinkers
adults
- Health conscious individual
- Low income but not poor
- Friendly; wants to connect

with others.
 POSITIONING
" Say Hello to Hi- Coffee "

Since Hi & Hello is a symbol for greeting, this One Big Idea aims to bring
connection and interaction with others through Hi Coffee. Friendships are an
important part of life, but many of us find it difficult to find, make or keep
friends. Can we make a deep connection just with Hi Coffee? This campaign
contains a series of exciting and vibrant discoveries for the young adult
customers of Hi Coffee which are looking for ways to connect and grow
together.

This campaign provides events that will develop quality connections, meet
people, and appreciate your friends through Hi Coffee. The goal is to make Hi
Coffee goes on top of the competition and build top-of-the-mind awareness
among consumers for Hi Coffee being a coffee that can make a connection
with one another.
 STRATEGIES
Under this One Big Idea has three projects that serves as a
blueprint of strategies for the company’s perspective which
are:

Hi-Connection Hi-Healthy

Hi-Friends
 Hi-Connection

‘Hi-Connection’ is the first project of the

campaign that aims to introduce Oishi Hi
Coffee to the new market by triggering
interest. This project is a media launch and
its objective is to introduce Oishi Hi Coffee
for the year and to be able to tap new
market.

It is an avenue in which Oishi Hi Coffee could showcase what it could offer for the
consumers especially the young-adult market who are interested and are looking for
ways to connect and grow together. Upon launching this event, Oishi Hi Coffee can
discuss their future ventures and plans in line with the campaign – through this Hi
Coffee can aware the Hi Coffee customers and new target market what the brand is all
about.
The Hi-Connection will contain various contents about Oishi, Coffee, and Personal
Stories that help attendees make connections during the event experience. The event
will showcase and promote the lifestyle, the passion, and the wonders of the world of
coffee lovers through well known coffee bloggers as speakers. To attract more
audiences, there will be fun games, sponsors, well known Coffee bloggers such as
Everyday Coffee, Book Latte, and performers. It can boost up sales of Hi Coffee and
can also be a way to showcase the brand’s product, sponsors and partners.
 Hi-Connection Event

This event is a talk of Oishi Hi Coffee in which they inform

people about the following information:

Who is Oishi Hi Coffee. The company’s information,

products and services, stores and partner brands

What Oishi Hi Coffee is Currently Doing. Past and

Current activities, events, and engagements.

What Oishi Hi Coffee Will Do in the Future. Future plans,

events, and improvements in terms of store experience
and customer relationship for the year. This includes
the 4 projects under the One Big Idea: Hi-Connection,
Hi-Friends, Hi-Healthy, and Hi-Holiday.

It is an opportunity for the brand to aware its current or existing

customers about the what the brand will focus on and for the
new target market something to look forward to or be aware
about what the brand is.
 Hi-Healthy

The next strategy under the

campaign, Say Hello to Hi Coffee, is
Hi-Healthy; a new coffee variants
dedicated and made for its health
conscious consumers.

Oishi has always been seen as a brand that offers savory snacks or
junk foods, but these days consumer trend is healthy living. Oishi Hi-
Healthy Coffee tries to reflect its consumer's wants and needs by
offering healthy beverages.

Hi-Healthy campaign aims to introduce Oishi Hi Coffee as a healthy

ready to go flavored coffee drink and to be able to tap new market,
such as the health conscious market.
 Oishi Hi-Coffee is positioned as a healthy coffee drink with
Cinnamon and Cocoa powder in its ingredient.

Cocoa powder might also be a

healthier option. Cocoa is one of the
greatest sources of polyphenols,
which have a variety of health
advantages such as decreased
inflammation, increased blood flow,
FAST
lower blood pressure, and improved
COFFEE

COCOA
cholesterol and blood sugar levels.
IN A BOX
No Added Preservative
No Artificial Flavor
250
mL

CINNAMON

Cinnamon is known as a diet-

friendly spice because of its high
antioxidant content. It has more
nutritional benefits to our bodies. It
has a generous amount of fiber, FAST
manganese, calcium, iron, and
CINNAMON

MOCHA

vitamin K. Plus, it improves our IN A BOX

brain functions and energy. No Added Preservative
No Artificial Flavor
250
mL
POSTER

!
Healthy

Nu
trie
nt E
ntr
anc
ed

in
ra
b
s s
e n
o
v
tio
r c
p n
u
Im f
 Hi-FRIENDS

The final strategy under the

campaign, Say Hello to Hi Coffee, is
Hi-Friends; a care package that
bears OISHI Hi Coffee treats and
saying Hi!

The Hi-Friend care package is a part

promotion, part gift and part reward for
Hi Coffee customers. It is a bundle of
several OISHI products together to
create a unique care package.

Hi-Friends campaign aims to turn online friendships into real-life

connections. The Hi-Friends Treats aims to develop quality connections and
appreciation through Hi Coffee.

This project aims to ensure that existing and future customers of Hi Coffee
would be able to receive only the best experience that could eventually lead
them to establish a relationship with the brand.
 Hi-Friends Care Package

The Hi-Friends Care package will include the following:

Hi Coffee products (current and new flavors).

Oishi snacks that compliments Hi Coffee drink.

Greetings/Welcome Card and Oishi Friends

Stickers.

Through this the brand are able to build trust and increase
brand value. The Hi-Friends Care Package can also remind
Hi Coffee customers of the company and its products or
services.

This strategy can also be used to introduce new flavored Hi

Coffee which can encourage trial and purchase.
Hi-Friends Care Package

FAST
C
IN
N
A
M
O
M N
O
C
H
IN A A

BOX
FAST No Ad
No Ar
ded
Pres
erva
tifici tive
EE al Fla
FF
vor
CO
A
CO
CO
X
IN A BO
ative
ed Preserv
No Add ficial Flavor
No Arti 250
mL
 MARKETING MIX

Product Strategy :
Product Development

Innovated a new variant of coffee

Oishi Cinnamon Mocha Hi Coffee and Cocoa Hi Coffee include cinnamon
and cocoa powder, which balance out the sweetness of typical coffee
beverages and are fortified with nutrients that are good for our health. Only
Oishi Cinnamon Mocha Hi Coffee and Cocoa Hi Coffee provide healthier
ready-to-drink coffee alternatives, as opposed to other rival brands in the
same sector.

Offer in various pack sizes

Oishi Hi Coffee is not available in a variety of sizes to accommodate varied
purchasing habits. The current Hi coffee only offers a 250 ml tetra pack
drink and a 22g 3-in-1 coffee mix. If customers simply desire small or bulk
packets, Oishi Hi Coffee will have a variety of pack sizes available.
 Oishi Hi-Coffee is positioned as a healthy coffee drink with
Cinnamon and Cocoa powder in its ingredient.

Cocoa powder can be a healthier

alternative as well. Cocoa is one of
the richest sources of polyphenols
with numerous health benefits,
including reduced inflammation,
FAST better blood flow, lower blood
COFFEE pressure, and improved cholesterol
COCOA

IN A BOX and blood sugar levels.

No Added Preservative
No Artificial Flavor
250
mL

CINNAMON

Cinnamon is known as a diet-

friendly spice because of its high
antioxidant content. It has more
nutritional benefits to our bodies. It
has a generous amount of fiber, FAST
manganese, calcium, iron, and
CINNAMON

MOCHA

vitamin K. Plus, it improves our IN A BOX

brain functions and energy. No Added Preservative
No Artificial Flavor
250
mL
Hi Coffee in Various Sizes:

TETRA BOTTLED

FAST
COFFEE
FAST
CINNAMON
COCOA

IN A BOX MOCHA

No Added Preservative
IN A BOX
No Artificial Flavor
250
mL No Added Preservative
No Artificial Flavor
250
mL
IN A BOTTLE IN A BOTTLE

300 300
mL mL

3-IN-1 MIX BOX

No Added Preservative
No Artificial Flavor

20
CUPS

FAST
COFFEE

CHOCO

IN A BOX
 MARKETING MIX

Distribution Strategy:
Availability
Availability of the Product in Sari - sari stores, Grocery
stores and some other convenience stores.
There is a need to increase the accessibility of Oishi Hi Coffee in the
market. Since the product is only available in a few supermarkets and a few
convenience stores (7-11 stores), the researchers proposed to expand the
product's distribution and penetrate the market with wide distribution
through a collaboration with more retail stores to increase the likelihood of
sales. Making Hi Coffee available in sari-sari stores, grocery stores, other
convenience stores such as Mini Stop, Lawson, Family Mart, and so on.
 MARKETING MIX

Promotion Strategy :
Marketing Activities

Increasing marketing activities

Oishi’s past advertisements are always focused on their savory
snack where they are most known for but when Oishi Hi Coffee
was launched, there are already so many established
competitors in the market. So Oishi Hi Coffee is the industry's
"underdog," as the results of our UAI showed only a 20% level of
awareness, but with the different promotional strategies
proposed by the researchers, the new innovated product will be
more exposed to the eyes of the consumers, increasing
awareness and, if effective, triggering trial purchase.
 Television

Television commercials may reach a large number of

people. It may be used not only for advertising, but also
to educate the market about the product and raise
awareness. Because the marketer's idea is to promote
local products and healthy living, advertisements would
be appropriate for informing the public about this. The
advertisements' target time would be in the morning,
with the tagline "Say hello to a new day!" or "Say hello to Hi
Coffee!" The ads can showcase college students and
office workers starting their day with a sip of Hi Coffee
and feeling energized to take on their tasks for the rest of
the day. By seeing and hearing these ads the audience
would be reminded to try and buy this product.
 Social Media Platforms

Social media may

Social be one of the
Media cheapest and most
Platform
efficient ways to reach out to a large number of people.
Because the digital era has arrived and the culture of
bloggers, vloggers, and influencers is so prominent, the firm
may provide free samples to these bloggers, vloggers, and
influencers, particularly those who are busy and always on
the move. Since these personalities usually blog, vlog, and
create content constantly, it will help with the visibility and
sales of the product.

Oishi already has various social media accounts but they

are not very interactive. Oishi can create a giveaway wherein
their followers will follow simple mechanics, like posting a
picture with their Hi Coffee of the day or tagging ten of their
friends on a post, and in turn get the chance to win some
giveaways that includes the product.
 MARKET RESEARCH

Data from Market Research showed in 2011 that ready-to-drink cans

and pouches are popular with consumers because of the
convenience they offer. Specifically, RTD alcoholic drinks allow
consumers to emulate the out-of-home experience at a cheaper
price.

Business Share (2021), examined the Ready-to-drink Coffee Market .

report provides an in-depth analysis of the market segments which
include product type, applications, and competitor analysis.

The Study reveals that the top players of Ready-to-Drink Market are
PepsiCo Inc, Nestle, and Starbucks Corporation. T

The most preferred type of Ready-to-drink (RTD) Coffee products:

Cafe Latte, Cappuccino, Espresso, Caffe Mocha, Cold Brew Coffee,
and Decaffeinated.

As well as the most widely used downstream fields of Ready-to-drink

(RTD) Coffee Market: Supermarkets/Hypermarkets, Convenience
Stores, and Food Service.
 FINANCIALS
This section will offer a financial overview of Oishi Hi Coffee as it
relates to the marketing activities. Oishi Hi Coffee will address
break-even analysis, sales forecasts, expenses forecasts, and
how those link to the marketing strategy.

Break-even Analysis

The Break-even Analysis indicates P 62 230 187.25 will be need

in yearly revenue to reach the break-even point.

Total Sales

80, 000,000 Total Variable Cost

60, 000,000

40, 000,000 Fixed Cost

20, 000,000

0 1M 1.5M 2M 2.5M 3M
 Sales Forecast

Legend:

- 2021 Sales Forecast

- 2022 Sales Forecast

- 2023 Sales Forecast

12,500,000,000

10,000,000,000

7,500,000,000

5,000,000,000

2,500,000,000

0
Fe ry

ry

ch

ril

ay

ne

ly

ov er

De ber

r
Se gus

be

be
Ju
Ap
a

ua

ob
M
ar

Ju
nu

em

em

m
Au
br

ct

ce
Ja

O
pt

According to statistics, coffee consumption decreases throughout the

summer months and increases again during the Christmas season. The first
three months of the year will witness a steady increase in sales as the Christmas
season concludes, followed by a fall when the summer season begins then an
increase shortly after.

Throughout the year it is forecasted that sales will incrementally grow in size
until profitability is reached toward the end of year one.
 Expense Forecast

Hi-Friends Care Package

Activity Budget

Box (Packaging) P87,000

Printing (Cards & Stickers) 60,000

Bubble wrap 25,000

Packing Tape 33,000

Shipping 250,000

Promotion 20,000

TOTAL BUDGET 475,000

 Expense Forecast

Hi-Connection Event
Activity Budget

VENUE RENT P350,000

Lights AND SOUNDS 270,000

SPEAKERS (LABOR) –
75,000
15,000/EACH X 5

FUN GAMES 380,000

GIVEAWAY 250,000

AMBASSADRESS 200,000

PERFORMERS 450,000

TOTAL BUDGET 2,00,000

 Expense Forecast

(if 3,000,000 units of

Sales Oishi Hi Coffee are sold) P54,000,000

Expenses:
Advertising Expense 20, 000,000

Distribution Cost 3,000,000

Sales Promotion
1,500,000
Expense

Campaign Expense 2, 475, 000

Total Expense 26,975,000

Net Income 27,025,000

 CONTROLS
To evaluate brand equity and effect of promotion strategy, Financial
Department strictly watching change in sales, change in stock price,
change in market share; and Marketing Department is strictly following
new trends in marketing, customer needs and wants.

Also, we defined some necessities to reach our goals. These are;

maintaining repeat business, increase product use by promotions, gaining
new buyers, following reactions of competitors, creating consumer
satisfaction, keeping up with social media and latest technology trends.

Implementation

Project and promotional department role is to achieve goals work

on plan to explain upcoming years start and ending dates of
promotions, time of introduction new products. Our Finance
Department will do a financial analysis to assess monthly
performance and determine changes that need to be made. Also
quality control will be of the utmost importance for Oishi Hi
Coffee to ensure the quality of the product that we will give to our
customers.
MARKETING ORGANIZATION

Hiring and working with professionals in marketing sector

after finishing complete business plan is one of the marketing
organizations of Hi Coffee.

Market research group – gathered and analyzed market

data

Category group – developed new products

Marketing group – developed quarterly promotional plans

Get these divisions to collaborate so information about

market and customer trends is not overlooked and we
can make better decisions about driving Oishi Hi Coffee
business in the future.
The tables are a little bit blurry because screenshot and cropped it from word
The tables are a little bit blurry because screenshot and cropped it from word