ni

Marketing Plan
Submitted by:
Ang, Susan
Qua, Ivy
Guiaco, Deborah
Ang, Charles Adrian
Sy, Ritz Alvin
Tolentino, Kenrich
Submitted to:
Ms Chan Maribel
Table of Content
I Executive Summary.. 1
II Current Product/rand Situation.... 1
A !ndu"try Study.. 1
! Current Product/ rand Situation.. #
C Com$etitive Situation... %
III S&'T (naly"i".. )
I" *oal" and 'b+ective". ,
" Marketing Mix Strategie" and Program.. ,
A Market Targeting...... ,
! Product -evelo$ment/ !nnovation Program....... ,
C Pricing Program. 1.
D Sale" and -i"tribution Program... 1/
# Marketing Communication Program.. 1/
"I !nve"tment Plan". 1%
"II Evaluation of 0e"ult 1%
"III ($$endix... 1)
!. Executive Summary
$est%o, on its &' years o( e)istence *enetrated the local +uice drin, -anu(actured in
./0. by contract o( licensing They are no1 the nu-ber one +uice in the industry ca*turing
023 o( the -ar,et share nation1ide

The *ri-ary targets o( $est%o are children aging (ive to t1elve years old They are
the -ain and (re4uent consu-er o( the *roduct 1hile the secondary targets are the *arents
and 1ho consu-e less than the *ri-ary target
5e reco--ended one ne1 *roduct (or $est%o Cor*oration, 6$#ST#A7 $estea is
*ro*osed to target those 1ho love to drin, iced tea in a -ore a((ordable 1ay And it also
adds ne1 variety to consu-er8s choice Due to the in de-and a**roach o( consu-er to iced
tea (lavor, 1e -a,e it easy (or the- to have this iced tea instant drin, that can be bought
any1here, anyti-e at its lo1 cost and -ay en+oy the re(reshing taste that suits (or all at the
sa-e ti-e
$esto Cor*oration 1ill try to ,ee* hold o( their lead as the nu-ber one +uice din, in
the u*co-ing years They 1ill try to increase their sales by distributing their *roducts -ore
and co-e u* 1ith ne1 strategies Through this they 1ould be able to gain -ore custo-ers
and attract ne1 ones
!!. Current Marketing Situation (naly"i"
(. !ndu"try Study:
1ruit 2uice"
The +uice industry 9those using natural or arti(icial (ruit (lavors: *osted
dra-atic gro1th in the *ast (ive years 5ith the consu-ers beco-ing -ore health
and budget conscious as 1ell as i-*roved distribution to the rural areas, the
de-and increased The -ar,et has (our *roduct ty*es; the ready%to%drin, 9RTD:,
canned, *o1dered and concentrates The *o1dered +uice seg-ent co-*rises about
'23 o( the total +uice -ar,et Ready%to%drin, ty*es such as the doy and tetra *ac,s
are around <=3 and the re-aining =3 are canned and concentrates
Product 3"age:
Snac,s 9baon:
>arty
?uting
1
ST03CT30E '1 23!CE -EM(4-5 .666
Ite-
Quantity
9@222 liters:
Share
93:
>o1dered =&&,222 '2
Ready%to%drin, <2A,=22 <=
Doy *ac, &.B,=22 &=
Tetra *ac, 0B,222 .2
Canned &',.22 <
Concentrates .B,A22 &
T?TAC 0B2,222 .22
7E8 P9(8E0S !4 T:E 23!CE !4-3ST08
Category Co-*any !rand
Powdered Juice Sugarland Multi(oods Inc 9a: #ight ?8Cloc,, >on,ana,
Cold Mi)
Kra(t General Doods Inc Tang, Kool Aid
Ca TondeEa Distillers Inc 9a: Dresh F8 Ri*e
Selecta Dairy >roducts Sun,ist
>hil Gealth Doods M(g Cetrin
>rocter H Ga-ble >hils Futri Delight
Liquid Concentrate Dood1orld Manu(acturing
Cor*
Sunny ?range
M" Dood Industry Ritchie
Marina Sales Sun4uic,
Futrilicious Dood Inds, Inc Futrilicious
Ready-to-drink (doy
pack)
$esto Cor*oration $est%?, Sunglo,
Sunburst, !ig &=2, >lus
Ca TondeEa Distillers Inc9a: Dun Chu-
Taiyu Dood >roducts Inc Druit%C, Iu-bo
Ready-to-drink (tetra
pack)
Ca TondeEa Distillers Inc 9a: Magnolia, $i*
Selecta Dairy >roducts Sun,ist
Coca Cola !ottlers >hils 9a: Gi%C
Gunts%Jniversal Robina
Cor*
Knott8s !erry Dar- Druit
Sha,es
Canned Juices Del Monte >hili**ines Del Monte, Today8s
Dole >hili**ines Inc Dole, Season
Cen-aco, Inc Gina
Gar-an Doods, Inc $est%?
.
. Current Product/rand Situation
Mi""ion:
?ur -ission is to be the leading -anu(acturer and distributor o( +uices,
dairy and related (ood *roducts that best satis(y the gro1ing needs o( the
consu-ers This, (or use, is the -eans by 1hich 1e can e((ectively *artici*ate in
the social and econo-ic develo*-ent o( the co--unities 1e serve, *ro-ote
*ro(essional gro1th and 1ell%being o( our e-*loyees, -aintain -utually *ro(itable
relationshi* 1ith our trade *artners and achieve gro1th level e4ual to or better than
the nor-s o( the (ood industry
:i"tory:
$est%? Cor*oration 1as established as *rivately o1ned Da-ily Cor*oration
in May ./0. to engage in the -anu(acture and distribution o( (ood *roducts in the
>hili**ines #stablished as S#M#KC? MARK#TIFG C?R>?RATI?F, the
co-*any ado*ted the na-e o( its (lagshi* brand in .//= ta,ing *ride in the
*heno-enal success o( $est%?, the Fo . Iuice Drin, in the >hili**ines
It started o*eration 1ith a clear vision to be the leading (ood and beverage
Dili*ino co-*any co-*eting 1ith the -ultination co-*anies It has al1ays ,e*t
1ith the ideals o( *roviding 4uality *roducts at a reasonable *rice to its clients
The co-*any *ioneered the (irst ready%to%drin, +uice drin, in (le)ible (oil
*ouch 9Doy >ac, Syste-: 1ith its (lair (or innovation, $est%? +uice drin,s 1on the
consu-ers8 *atronage and 1ide acce*tance ?ver the *ast &2 years, $est%? has
earned itsel( a *lace in the Dili*ino culture
$est%? Cor*oration has *osted enor-ous gro1th over the years 5ith total
assets o( only >h* .22 Mi 1hen it started, it continued to gro1 reaching annual
gross sales o( >h* &022 Mi in ./0B a(ter ' L years o( o*eration As the co-*any
continued to venture into di((erent *roducts, sales continued to *ost double digit
gro1n reaching total annual gross sales o( >h* &/ ! (or the year &222 1ith a total
asset o( 0=2M
Aside (ro- $est%? Iuice Drin,, the co-*any also -ar,ets Sunglo Iuice
Drin, in the innovative 6se)y *ouch7 and !ig &=2 (ruit drin,s Its latest ac4uisition
o( >lusM Iuice Drin,s solidi(y the -ar,et leadershi* o( $est%? Cor*oration to 023
o( the total -ar,et ready to drin, +uices
#
Guided by the co-*any8s *hiloso*hy o( *roducing 4uality *roducts at an
a((ordable *rice and -a,ing it available to the -ost nu-ber o( consu-ers, the
co-*any has success(ully diversi(ied into other *roducts 5ith its vision in -ind,
$est%? Cor*oration has ventured in di((erent *roduct categories over the years It
has success(ully entered each *roduct seg-ent both in ter-s o( sales volu-e and
*atronage !ringing its innovative (ervor every ti-e, the co-*any has al1ays
breath ne1 li(e into each seg-ent it enters
It has entered in the instant noodles seg-ent 1ith the Quic, Cho1, Quic,ie
and Magic brands Ca*turing a signi(icant share o( the -ar,et, it has ca*tured the
third s*ot in the ran,ing 1ith its uni4ue *roduct lines It introduced uni4ue *roducts
such as instant rice noodles
It has also ventured in the carbonated drin,s -ar,et >roducing standard
classics co-*arable to the leading brands at the sa-e ti-e introducing ne1 age
drin,s using indigenous ra1 -aterials The co-*any has also *ositioned itsel( in
the highly co-*etitive so(t drin,s -ar,et using alu-inu- cans and >#T 9non%
returnable *lastic: under the brand na-e o( $est%? Cola, Rootbeer, S4uiz, T1ist
and Cala-ansi Soda 1N honey
?ther *roducts being -ar,eted by $est%? Cor*oration includes, (ruit +uice
*o1der concentrate, tea drin,s, canned nectar drin,s, and tro*ical *urees
$est%? Cor*oration handles directly nation1ide distribution o( its *roducts
1ith its .< branches nation1ide, strategically located all over the country It also
-aintains a strong Sales (orce divided into !oo,ing, #)%truc, and 5et Mar,et
sales-en Its client base is in the thousands, directly servicing 02%/23 o( the total
nu-ber o( outlets nation1ide At *resent, the co-*any o*erates (our -anu(acturing
*lants located in !ulacan, Metro Manila and Cagayan De ?ro City
The ne)t &2 years is a big challenge (or $est%? Cor*oration to ,ee* u* 1ith
the changing -ar,et environ-ent and to co-*ete in the global econo-y The
co-*any is *re*aring not only (or the local -ar,et but also -a,ing itsel(
co-*etitive internationally
/
T;e di"tribution c;annel of <e"t=' orange +uice drink
Gar-an Doods Cor*oration 9>roducer:
O
$est%? Cor*oration 95holesaler:
O
Su*er-ar,ets, Grocery Stores, Convenience Stores, Cocal Distributors 9!ul, brea,er:
O
Sari%sari stores, School canteens 9Retailer:
O
Consu-er 9Dinal Consu-er:
Composition/Size/Market Segment
Zest-O
80%
Sunkist
12%
Funchum
6%
Others
2%
Target Market >Primary and Secondary?
>ri-ary Secondary
. Children ages =%.& years old . -others 1ith ,ids
The grou* (ocused on (our out o( the si) de-ogra*hics seg-ent because these (our
seg-ents 1hich include age, se), inco-e and location are enough to deter-ine the target
-ar,et o( the *roduct The grou* thin,s that the $est%? orange +uice drin,s are (or ages =
and above since the *roduct is a (ood and belongs to the convenience goods !ut it has
been observed by the grou* that the -ain (ocus o( the $est%? orange +uice drin,s are (or
ages =%.& Most -others buy these orange +uice drin,s (or the 6baon7 o( their ,ids
@
C. Com$etitive Situation
$est%? Dunchu- Sun,ist
>roduct
Dlavor;
?range, -ango, a**le,
gra*es, stra1berry,
*inea**le, guyabano,
dalandan, cala-ansi,
-ango%orange, -ango%
cala-asi and -ango%
le-on%li-e
Size;
&22-C
?range, a**le,
*inea**le, -ango
Size;
&22-C
?range, a**le, -ango,
gra*es, Tutti Drutti,
Ce-onade, dalandan,
lycheea**le
Size;
&=2-C
>rice
>=A2 P -ango
The rest >AB= *er +uice
drin, 9in Su*er-ar,et:
it ranges (ro- >= to >B
9In retail stores:
>=02 P -ango
The rest (lavor is >=&2
>.&22 P -ango
> ..&= P gra*e
> .2&= P orange
>lace Su*er-ar,et,
convenience store,
canteen, grocery
Su*er-ar,et,
convenience store,
canteen, grocery
Su*er-ar,et,
convenience store,
canteen, grocery
>ro-otion
contests, trade sho1s, in%
store dis*lays, sa-*les,
*re-iu-s, discounts,
*rint ads,
T" advertise-ents
T" advertising,
-agazine ad, in%store
dis*lays
>rint ads, billboard, in%
store dis*lays,
%
!!!. S&'T (naly"i"
Strengths I-*lications
. >ositive i-age and Strong brand na-e .it 1ill increased the *atronage and loyalty
o( the custo-er
& Dinancially stable & It 1ill be easier (or the co-*any to -a,e
so-e changes in their *roducts (or (urther
i-*rove-ent
< Co1 *rice < -ore *eo*le 1ill choose to buy zest%o
because they are -ore a((ordable
A Availability A1e can increase sales because o( -ore
convenience to custo-ers
5ea,nesses I-*lications
. >ac,aging . Cess attractive
& Advertise-ent &*eo*le -ay not be re-inded about the
*roduct
< Ra1 -aterials < the *rice -ight increase
A Indirect selling A it -ight a((ect in building a strong
relationshi* 1ith the consu-ers
?**ortunities I-*lications
. Gigh *o*ulation gro1th rate . They can e)*and their -ar,et shares
& Ra*id technological change & !ecause o( -ore advanced technology,
the co-*any 1ill be able to i-*rove their
*roducts and they can also *roduce their
*roduct (aster
< Gigh barriers to entry < Cess co-*etitors
A internet selling A More chances (or the co-*any to increase
their sales and obtain -ore custo-ers
=co-*etitors = challenges the co-*any to -a,e a better
*roduct
Threats I-*lications
. >resence o( substitute *roducts . The sale o( $est%? +uice drin, -ight get
a((ected and decrease
& #cono-ic crisis & *eo*le 1ill tend to buy chea*er *roducts
< 5age increase < the *rice -ight get a((ected
A arrival o( ne1 *roduct A Custo-er 1ill have -ore alternatives to
choose
= increase ta)es = the *rice -ight get increase
)
!A. *oal" and 'b+ective"
*oal"
to -aintain strong brand na-e
to al1ays *rovide a best 4uality *roducts to -eets the s*eci(ic needs o( consu-er
to -aintain custo-er loyalty
Short%ter- ob+ectives 9(or the ne)t (iscal year:
To e)*and the target -ar,et by =3
To increase the -ar,et share by =3
To increase consu-er a1areness on $est%? *roduct by .23
Mediu-%ter- ob+ectives 9Dor the ne)t & to < years:
to increase the -ar,et share by .23 in year &22/
to increase .23 custo-er loyalty by &2.2
Cong%ter- ob+ectives 9(or the ne)t < to = years:
to increase target -ar,et by .=3 in &2..
to increase &23 custo-er loyalty &2.&
A. Marketing Mix Strategie" and Program"
(. Market Targeting
5e are no1 targeting those *eo*le 1ho are health conscious and those 1ho had ,ids
aged =%.& Dor those 1ho are health conscious they can get vita-ins (ro- (ruit +uices Dor
those 1ho had ,ids and busy in their 1or,, they don8t need to -i) u* the *o1der +uice
1hen it co-es to 6baon7
. Product -evelo$ment/ !nnovation Program
3niBue Selling Pro$o"ition
Dor all individuals, $est%? is the -ost a((ordable ready to drin, +uice that
o((ers high 4uality and gives you the vita-in A and C
,
Product Po"itioning
There are a lot o( brands in the (ruit +uice industry, but $est%? see-s to be
the -ost *o1er(ul a-ong the other brands It is because o( its high 4uality and its
a((ordable *rice and also its availability $est%? orange +uice drin,s are bought
routinely because it is a consu-er convenient good It can be (ound al-ost
any1here and these include sari%sari stores, grocery stores, su*er-ar,ets and
sho**ing -alls
Product 1eature"
The "ita-in C and "ita-in A are (ound in this re(reshing drin, "ita-in C
hel*s the body (ight in(ection li,e colds and (lu and is essential (or tissue re*air as
1ell as 1ound and bone healing It8s also been *roven that a glass o( orange +uice
each day results in a &=3 reduced ris, (or ische-ic stro,e It is also ,no1n to assist
the -other8s body in absorbing iron and can hel* the unborn baby develo* strong
bones and teeth 5hile "ita-in A hel*s you -aintain good eyesight
Regular; <e"t=o 2uice
Futrition Dacts
Serving Size; &22-l
Serving >er Container; .
A-ount *er Serving
Calories .22
3 Daily "alues
Total Dats 2g 23
Sodiu- 2-g 23
Total Carbohydrates &=g 03
Sugar &=g
>rotein 2g 23
"ita-in A .23
"ita-in C <<3
Fe1 >roduct; <e"tea
Futrition Dacts
Serving Size; &22-l
A-ount *er Serving
Calories .22
3 Daily "alues
Total Dats 2g 23
Saturated Dat 23
Sodiu- .2-g 23
Total Carbohydrate &=g 03
Dietary Diber 2g
Sugar &=g
>rotein 2g 23
"ita-in C .223
Packaging
'ld Product
C
The *ac,aging o( the $est%? orange +uice drin,s *rovides *ro-otion o( the
*roducts through the labels (ound on it These labels include the brand na-e, the
logo, the i-age o( the oranges 9tells 1hat (lavor the +uice drin, is:, the
-anu(acturer, the e)*iration date and the bar code 9s*eeds u* the transaction
*rocess: The te)t, 6T1enty (ive years Masarap Kasama7, is *rinted in the u**er
le(t side o( the *ac,age 1here it in(or-s the buyers, even the 1hole -ar,et about
its success in surviving the co-*etition in the -ar,et The vita-ins *resent and
natural orange +uice content 9With Vitamin !C" contains natura# oran$e %uiceM:
boldly *rinted in the *ac, o( the +uice gets the attention o( buyers, s*eci(ically
*arents (or their children to bene(it (ro- it The chart o( nutrition (acts can be read
at the bac, o( the $est%? orange +uice (oil *ac, that noti(ies consu-ers about the
content o( the +uice
The *ac,age also serves as *rotection (or the $est%? orange +uice drin,
5hen these orange +uices are shi**ed, they are *laced in a rectangular bo) 9.2
*ieces *er . bo): The bo)es *rotects the $est%? orange +uice (oil *ac,s during
shi*-ent, (urther-ore the bo)es -a,e it easier (or storing the *roduct in bundles
Digure y sho1s the shi**ing *ac,age o( the $est%? orange +uice drin,s 5ith
regards to the *ac,aging o( a single $est%? orange +uice drin,, the (oil *ac, or doy
*ac, *reserves the (lavor o( the +uice thus *revents it (ro- s*oiling This ty*e o(
*ac,aging also *revents the +uice (ro- lea,ing out (ro- the *ac,age The (oil *ac,
is very ada*table to every -ove-ent that it doesn8t brea, easily because it is
(le)ible yet strong enough
The enhance-ents added to the *roduct by the *ac,aging are .: its
recyclable (eature 9both the (oil *ac, and the rectangular bo):, &: its 4uality chec,,
<: its (le)ibility 1hich allo1s the orange drin, to be easily s4ueezed out (ro- the
*ac,age 1hen drin,ing, A:the non%to)icity o( the (oil and =: its ready%to%drin,
(eature Ci,e other *roducts, the $est%? orange +uice drin,s are *ac,aged into A
ty*es; *ri-ary, secondary, shi**ing and label *ac,aging The *ri-ary *ac,age o(
the $est%? orange +uice drin, is the (oil inside the doy *ac, since it is the *ac,age
that i--ediately envelo*es the orange +uice drin, The (oil inside is non%absorbent
so the orange +uice drin, does not s*ill out The (oil also *revents the orange +uice
(ro- losing its (lavor and (ro- s*oiling Digure z sho1s the *ri-ary *ac,age o( the
$est%? orange +uice drin,s 16
The secondary *ac,age o( the $est%? orange +uice drin,s is the doy *ac, or
(oil *ac, itsel( 1hich is the outer covering into 1hich the *ri-ary *ac,age and the
orange drin, is *laced The secondary *ac,age 9the (oil *ac,s: serves as *hysical
*rotection o( the *roduct The shi**ing *ac,age o( the $est%? orange +uice drin,s is
the rectangular bo) in 1hich .2 *ieces o( the $est%? orange +uice drin,s are *laced
5ithout this rectangular bo), it 1ould be di((icult to shi* and store these orange
+uice drin,s The rectangular bo) also -a,es it easier to store the *roducts and it
also serves as additional *rotection o( the (oil *ac,s As seen in both (igure y and z,
both *ac,ages contain si-ilar labels The labels consist o( the *roduct design,
color, 1eight, contents, *roduct usage, logo o( the brand na-e, the na-e o( the
-anu(acturer, the e)*iration date and other details about the *roduct 9ingredients,
nutritional in(or-ation and etc: Digure )) sho1s the labeling o( the $est%? orange
+uice drin,s
The *roduct design re(ers to the overall a**earance and sha*e o( the
*ac,age The *roduct design o( the $est%? orange +uice drin,s is innovative due to
the use o( doy *ac,s or (oil *ac,s It is sha*ed li,e t1o slanted *arallelogra-s
+oined together 1ith an oval%sha*ed base An i-age o( the (ruit that re*resents the
(lavor o( the +uice drin, also -a,es the a**earance o( the *roduct -ore attractive
The (oil *ac, contains t1o distinct colors; the (ront side is colored blue and the
bac, side is colored silver The brand na-e, brand logo, the ingredients, the bar
code and the *roduct (eatures 9natural orange +uice and 1ith vita-ins A and C: are
located at the (ront side o( the *ac,age Also, the 1eight o( the *ac,age 1hich is
&22 -l can be (ound at lo1er le(t corner o( the *ac,age The -anu(acturer, brand
na-e, brand logo, the e)*iration date, the nutritional (acts and other *roduct
(eatures 9recyclable, 4uality chec,: are located at the bac, side o( the *ac,age
4eD Product

11
The ne1 *ac,aging o( $estea 1ill still be in doy *ac, (or-, but it 1ill be
-ore co-(ortable to use by the custo-ers, because o( its alu-inu- (oil li,e in tetra
*ac, 1hich in the inserted *art o( the *ac,age, and it also 1ill be -ore eye%catching
to the *eo*le due to its attractive color
C. Pricing Program
The (irst ty*e o( cost is the (i)ed cost This is a ,ind o( cost that does not vary in the
*roduction and sales level
1ixed Co"t:
Salaries and 5ages
General and Ad-inistrative #)*enses > .B22&/=/BA
Selling e)*enses &'&0B0<&&<
Gasoline and ?il <=A&A'.BA
Re*air and Maintenance &=.=2'B'&
Trans*ortation A/'/<0'B
Re*resentation and #ntertain-ent &&2ABA0/.
Miscellaneous #)*enses <A'0.AA<'
?((ice Su**lies <2/'==BAB
Co--unication &=/&/.'0&
SSS Contribution &&.</'0/0
>ag%Ibig Dund Contribution 'A0&.2''
De*reciation #)*enses &<22.2<A&
>o1er, Cight and 5ater '=B='&<B'
Security Services ./=AB.2=<
Re*ac, and >ac,aging AA/&/2/.2B
Rent #)*enses &B2&'B2&A
Advertising and >ro-otion &/0A<AB&'0
Total Di)ed Cost: P 1/,5C6)5##/.@6
The second ,ind o( cost is the A(0!(9E C'ST This is a ty*e o( cost that varies
directly 1ith the level o( *roduction
Total "ariable Cost P 151#65)%15)1/
The third ty*e o( cost is the T'T(9 C'ST This is the su- o( variable and (i)ed
cost (or any given level o( *roduction
1ixed Co"t P 1/,5C6)5##/.@6
Aariable Co"t 151#65)%15)1/.66
Total Co"t P 15.)C5%%C56/C.@6
1.
Com$utation of Selling Price
0egular <e"t=o 2uice
Aariable Co"t Q Cost o( good soldNSales
Q .,.<2,B'.,B.AN.,<'',<B&,22&
Q 20&B= or 0&B=3
1ixed Co"t Q Total #)*enseN Sales
Q .A0,/2B,<<A=2N .,<'',<B&,22&
Q 2.2/2 or .2/23
Aariable" Co"t > </< ,..)@E
1ixed Co"t > 2=. 16.C6E
Profit > 2<. %.#@E
Selling Price P/.)@
<ESTE(
Mark=u$ Price F /./// 1= .16
F P /.C
'b+ective"
The $est%o co--itted to -anu(acture and to deliver a 1ell co-*etitive *roduct that
can *rovide consu-er satis(action due to its (avorable taste (or all
Mix Strategy
Co-*etition in (ood and beverage industry is ra*idly gro1ing over the years and
$est%? being the -ost do-inating *roduct in line -a,e (ood and beverage should
e((ectively *osition its *roduct to be able to retain and de(end then lead a-ong other
co-*etitors Dirst 1ay is to continue ,ee*ing the e)cellent and delicious taste o( the
*roduct or to develo* it -ore by suggesting and introducing -ore (lavors in their *roduct
line based on their custo-ers *re(erences although their *ricing -ight increase a little 1ith
a nutrition given by the *roduct, consu-er 1ill still *re(er to buy these goods because they
can be guaranteed that $est%? *roduct 1ill attain its satis(action And the second 1ay is by
*roviding a large budget (or their *ro-otional strategy in order to introduce the old and
ne1 *roduct s1i(tly and e((ectively It can be through -agazine
1#
-. Sale" and -i"tribution Program
Policie"
Dor a reseller that has achieved its given 4uota 1ithin '2 days, the reseller
1ill have his =3 discount (or his ne)t *urchase
. 1ee, to order, < days be(ore delivery, can *ay either chec, or cash 9(ull
*ay-ent:
Quota; -ini-u- o( 022 bo)es 1ithin '2 days
Sale" target" by target market or geogra$;ic area"
The target -ar,et o( the $est%? Cor*oration is u**er, -iddle and lo1er
class o( the socio%econo-ic grou* and reco--ends it throughout the country
Extent/ Term" of -i"tribution
?ur -a+or selling area, 1e reco--end our *roduct to su*er-ar,et
nation1ideR convenience store, sari%sari store So *eo*le can easily (ind and buy the
*roduct
E. Marketing Communication Program
1. (dverti"ing Program
?b+ective
% To in(or- the *eo*le about the ne1 *roduct
% To re-ind the *eo*le o( the e)istence o( the *roduct
% #nhance the selling *o1er o( the co-*any8s *roduct
Target Audience
% $est%? Cor*oration -a,es use o( *oster as their -eans o( co--unicating 1ith
their audience, because it can vie1 every1here and it 1ill in(or- the *eo*le
about the ne1 *roduct and 1ill re-ind the *eo*le o( the e)isting *roduct
1/
Creative A**roach
% In our *oster, 1e8re trying to introduce a ne1 *roduct, so 1e -ade its
bac,ground -ore stylish and eye%catching colors to attract -ore custo-ers A
re*resentation o( an ice tea that -a,e it re(reshing and -outh%1atering 5e
create a ne1 catching na-e 6$estea7 (or it to be easily re-e-bered and
co-bine the na-e o( the *roduct $est%o and ice tea

Media >lanning
Date >ublication Size o(
Advertise-ent
?ctober .=,
&22B
>MC >rinting
>ress
.07 ) &=7
.. Sale" Promotion Program
?b+ective
% To ca*ture -any distributors and satis(y custo-ers
Coverage
% Metro Manila
1@
>ro-o Schedule
% Dor the -onth o( Dece-ber

#. Public 0elation" Program
?b+ective
% To build a better cor*orate i-age
% To associate the brand na-e 1ith the *ublics
% To build -ore a1areness o( $est%? *roduct in the *ublics
Strategies
% $est%? co-es u* 1ith an activity in order to build a strong relationshi* 1ith the
*ublic The co-*any *lan to donate -oney in selected charities They 1ill also
*rovide +uices in so-e charity *rogra-
>R -aterials to be used and costing
% Donating &2,222 *ieces o( $estea to !antay bata .'< on their Christ-as *arty
% Donated =2,222 *esos to ,a*uso (oundation
% Donating (ood su**lies 1orth <2,222 *h*

Schedule
% Along Dece-ber &22B
% 6Cala-ity7 1hen needed
A!. !nve"tment Plan"
>ro-otion and Advertise-ent e)*ense P #56665666.66
GMA Donation P ,65666.66
Cost o( +uice donated P ,,5666.66
Total Cost; P #51%,5666.66
Fet inco-e a(ter ta) P 1,51%,5C%C.#@
A!!. Evaluation of 0e"ult
$estea -ar,eter co--ittee have decided to start the *ro-otion o( this ne1ly
introduce *roduct *ri-arily in FCR on ?ctober .=, &22B so that the ne1 *roduct 1ill be
,no1n by the *eo*le be(ore the Christ-as season As a *ro-otion o( $estea 1e 1ill be
using *oster and dis*laying the ne1 *roduct on the entire su*er-ar,et in FCR, a(ter si)
-onths, 1e 1ill evaluate the sales o( the ne1 *roduct 9$estea: I( it clic,s e((ectively to the
-ar,et 1e 1ill e)*and it nation 1ide
1%
A!!!. ($$endice"
Sources;
htt*;NN111*s-aco-*hNstudiesNstudiesN2.3&2Analysis3&2H3&2>ro+ections3&2o(
3&2Do-estic3&2De-andN203&2Cha*ter3&2AD?C
Source; CDA%JAH> #sti-ates
Source; CDA Databan,
htt*;NN111e)*ertradeco-*hNzestoN
htt*;NN111*ro(essorhouseco-N(ood%beverageNbeveragesNorange%+uiceas*)
htt*;NN111bharatboo,co-Nboo,detailas*Sboo,idQ..2.2H*ublisherQ
htt*;NN111*ro(essorhouseco-N(ood%beverageNbeveragesNorange%+uiceas*)
1igure x: T;e doy$ack or foil $ack" u"ed for $ackaging <e"t=' orange +uice drink.

1igure y: T;i" rectangular box i" t;e ";i$$ing $ackage of t;e $roduct.
1)
1igure G: T;i" foil i" t;e $rimary $ackage D;ic; immediately Dra$" t;e $roduct.
1igure xx: T;i" image ";oD" t;e label" t;at can be found in t;e $ackage of t;e
$roduct.

T;e back and t;e front vieD of t;e $ackaging for t;e neD $roduct H<ESTE(I
1,
Sam$le $icture of t;e $o"ter
1C