Arce Dairy Marketing Plan Essay

A. Product PerformanceThe attach to still has an edge comp ard to the early(a) codswallop plectrum industries, because they ca-ca maintain their flavor since then, together with variety of flavours. Its not too upstart if they exit magnify more their business and will make more effort to increase their market share.BackgroundArce dairy is very tall of their high part scrap unguent convergence. They strictly follow their usage of using ONLY fresh CARABAO draw and other fresh ingredients in making their codswallop cream. Its ice cream was well-known for its creaminess, authentic flavours, and comical g white-haired can packagingqualities that remained throughout the years.Arce dairy Ice work is made from fresh carabaos milk that has a richer and flavourful since they are exposed to the tropical condition which helps them produce better milk. It is an advantage for the Arces since they own a 21 hectare dairy farm in Novaliches which is besides the only large and t he only private commercial breeder of milking carabaos in the Philippines. Aside from their milk quality, they excessively have their fresh ingredients such as fruits, nuts, chocolates and cheese that are being stored on large chillers.Long-term objectivesArce dairy tend to branch out their product not just on large scale stores like, malls, supermarkets and etc., but also on small retail stores. Because it is more accessible and convenient that you can just easily deal the goods that you want in just a walking distant store. Arce dairy Ice Cream aims to provide the best all-natural ice cream products to consumers some(prenominal) here and abroad, provide good and natural quality products for the health assured ones thereby improving the quality of life. Showing patriotism to its fellow Filipinos in patronizing Filipino-made products by manufacturing and marketing consistently high quality ice cream, thus, giving consumers added value for their money. Lastly, to ensure in surpass ing the global quality standard of becoming the source of pride for the Philippine Dairy Indus turn out.Problems/OpportunitiesProblemsHow will Arce Dairy Ice Cream compete in the ice cream industry and regain success using its upstartly brand strike? Low market share, wherein, Arce Dairy Ice Cream belongs to the remaining 20% of the ice cream market. Poor promotional and distribution strategies.They should compete with the other ice cream industry, and will not stick on their captured market, they should expand their market. They should try branching out especially on small retail stores. They should put much effort on their promotional and advertising activities so deal will notice the product.OpportunitiesPeoples acceptance to its new-made brand name.New Ice cream flavours offered.They could introduce new product line using their fresh milk. Health and wellness campaigns encouraging people to go for the healthier choice. Social media network serving as stiff vehicle in produ ct promotion.Marketing ObjectivesIncrease sales stag Awareness/Exposure.Brand Image establishment.Marketing ProgramsArce Dairy must point surveys and increase it sales through the help of retail partners. Its sales must be compared to the sales projections to monitor the progress of their sales. The company must have its projected sales or beyond it. Positioning Statement mastermind MarketYuppies or young urban professionals. Health-conscious, self-indulgent young urban professionals or yuppies who have the money to lavishly spend on anything they want, and also who are fickle in choosing their brand choices, depending on what is trending or acquire good reviews. 20-26 years old, class A-B, male and female, livingand working in/around NCR.Product dodgingArce Dairy started from three generations. They produce contrastive variety of flavours like Mango, Chocolate, Blueberry Cheesecake, Buko Lechias, Avocado, Quezo Real, Vanilla, Strawberry, Dark Chocolate, Cheese, Ube, Almonds a nd Chips and many more. Arce Dairy rattling has their own farm where they get most of their fresh ingredients especially the CARABAO MILK which they use as base for their ice cream.Pricing strategyArce Dairy Ice Cream Container SizePrice range425 mlPhp 70.00 (classic)Php 80.00 (supreme)Php 108.00 (sugar-free)750 mlPhp 120.00 (classic)Php 205.00 (supreme)1.5 LPhp 228.00 (classic)Php 408.00 (supreme, sugar-free)Advertising strategyLaunch stain ads that will capture the target markets attention. Execute an powerful insurgent ad that stays faithful to Arce Dairys new image. Release a TVC to be aired during primetime.Document the active guerrilla campaign and post it as a viral video. Use imaginativeness that implies.NationalTrigger the curiosity of the target market and make them try the product. Promote Arce Dairys new sexy image.Cover up Arce Dairys topical anesthetic/low class image to people. go people to the brand.CooperativeTradePromotion strategySince Arce Dairy has no prom otional straregies except on relying through articulateof mouth strategy, the Unfortunately, Arce Dairy has almost NO promotion. Theyve produced no TV ad, very few and unmemorable print ads. No promotional efforts are done, and they rely on word of mouth to get cutomers.Field sales strategyDistribution strategyProduct supportTraining RequirementsMarketing research4/5 of the people who are familiar with the brand Arce Dairy have claimed that its their favourite ice cream in the Philippines. Even though they have flavour favourites, they try the different flavours every now and then. Though they admire Arce Dairy, they consume other brands more often because Arce Dairy is not on hand(predicate) on many local stores. But whenever there is Arce Dairy on hand(predicate), its their first choice. What they love virtually Arce Dairy is the consistency of the ice cream, the undisturbed creamy texture, and the mild sweetness of the flavours.Most of them found out about Arce Dairy first from personal references like friends, and relatives. Once they attemptd Arce, it was immediately their new favourite ice cream. According to them, the price doesnt bother them, since the taste is worth the price they pay. They also mentioned that they wish Arce was available to more stores. 5/5 were NOT aware that Arce Dairy uses CARABAO MILK in their ice cream. 2/5 of the people who arent familiar with Arce Dairy verbalise that their favourite brand of ice cream is Selecta (particularly Magnum)To the yuppies, quality of ice cream and product feedback is vital. If it hits home, they might actually stick to it. All they need is a good push to try the product.Financial summaryStrengthsMore big-ticket(prenominal) than other brands.Maintained a clean reputation for making quality ice cream, proven by several awards given to Arce Dairy. Arce Dairy ice cream is scientifically proven much healthier compared to tether ice cream brands. Has variety of unique ice cream flavours not avail able in other brands.WeaknessesHas very limited advertising/promotion materials, leading to unpopularity amongst the masses. Product is poorly distributed, making it available to very limited stores and locations. non top of the mind when asked about an ice cream product. Has a local image, therefore viewed as cheap.Performance HistoryArce sustenances Corporation has been honour the Hall of Fame exhibit as keen Ice Cream shaper by the Consumers Union of the Philippines while ArceDairy Ice Cream has been awarded the 1999 Dangal Ng Bayan Outstanding Ice Cream Product and the New Millennium Excellence Award Most Outstanding Ice Cream Brand by the Parangal ng Bayan Awards Foundation. The ArceDairy type of ice cream, the all-natural ice cream, has captured the hearts of Manilanians through the decades of its uniqueness and its old fashioned manufacturing process. Tenacious requests from prominent clients, captive loyal followers and food connoisseurs, demand for its return.