Mondelez Philippines
Essay by Percilla • March 11, 2017 • Business Plan • 1,997 Words (8 Pages) • 1,378 Views
Executive Summary
Mondelez Philippines was introduced in 1963. In 1965 they began as a manufacturing operational in Sucat, Paranaque. MPI holds strong leadership positions in the cheese market and powder beverages. Halls accounts for more than 50% of cough- drop sales worldwide and is the leading sugar confectionery brand in the world.
In hotter and driver countries, however, Halls is used as a refreshing candy. Our objective is to innovate our Halls candy product particularly in the flavour, size and packaging. We would like to add variety of sweets like lollipop, bubble gum and paper mint. The goal of our team is to bring back the Halls candy above all other candy brands in the market.
Current Marketing Situation
- Decreasing market due to tight competition among other brands.
Candy Brands | Percentage |
Mentos | 54.55% |
Maxx | 17.27% |
Halls | 1.82% |
Snow Bear | 15.45% |
Other Candies | 10.91% |
- Consumers prefer to buy other brand because of their better taste.
Table:
*From 110 respondents
[pic 1]
SWOT ANALYSIS
Strengths | Weaknesses | Opportunities | Threats | |
Product | Famous Brand | Product diversification may increase operating costs. | Add health and nutritional products to adapt to changing preferences. | The increasing competitions of food industry. |
Price | Price of the product is affordable. | Limited ability to raise price. | Increase in sales volume. | Price war among other candy brand. |
Place | Established distribution channels (Supermarket). | Limited availability in sari-sari stores. | Can wide distribution channels. | Wider distribution of other products. |
Promotion | Has Social Account on Facebook | Lack of flexibility when meeting challenges. | Product awareness. | Competitors use big personalities to their advertisement |
People | Skilled and professional workers. | Decreasing number of consumers. | They can improve and produce new product lines of Halls candy. | There are not enough people in their target market that is in demand for certain types of products. |
Marketing Strategy
- Price- The pricing strategy that were going to adopt is the “Penetration Strategy” which relatively low initial entry price, to secure high volume to attact new customer.
Product | Price in Peso |
Lollipop | 1 |
Paper Mint | 5 |
Bubble Gum | 1 |
- Place-
[pic 2]
- Promotion- Were going to make a short video as an advertising of our product.
- An advertising that can attract people to buy our product.
- Were going to show a new variety of our product in advertising.
- We will use internet for promoting our product to give information to all internet users. And also newspapers for advertising our product. - People- We’re going to get the customers attention, we will see to it that our product will surely satisfy their taste or their needs.
- Packaging- involves designing and producing the container or wrapper for a product. Packaging is really important aside from protecting the product inside,it also helps in promoting and attracting the consumers.
-As the packaging affects the consumers choice of purchasing,were going to innovate thee Halls packaging.We will create cute packages which are distinct to each variants of Halls.We will make sure that the packaging will be able to show the contents of it for example the flavour of the candy.
Target Market
Our target market has the ages 13-45, men and women with the total population of 354. Halls has adopted the strategy of penetration strategy. Halls target market includes middle and lower class. Above all are females who are concerned for the cooling sensation that a mint candy can give.
Market Segmentation
Category | Variables | Primary | Secondary |
Demographic | Age | 13-22 | 23-45 |
Geographic | Social Class | - | Lower Class |
Behaviour | Benefit Sought | Effectiveness | Effectiveness |
Psychographic | Personality Lifestyle | Outgoing Participative - | Participative, Wise Family centred, enthusiast, workaholic |
Work Plan
...
...