Market Plan Selecta
DELIGHT AT YOUR DOORSTEPS: A Marketing Plan for Selecta Ice Cream
Company Background
Selecta Dairy Products, Inc. (Selecta) is the ice cream unit of food and beverage conglomerate Republic Flourmills (RFM) Corporation. It got its name from the Selecta Refreshment Parlor owned by Ramon Arce and his wife Dona Carmen, flocked not for its main American dishes but for its ice cream. In 1946, the parlor introduced a carabao milk-based ice cream, and thus Selecta ice cream was born. In 1990, the small-time ice cream line brand was bought by the Concepcions of RFM Corp. from the Arce family. It was far behind its competitors back then: Presto, Sorbetero, and Coney Island.
RFM re-launched Selecta strictly adhering to high standards of quality, utilizing innovative marketing strategies, using modern production technology, and using a strong distribution network. Since its challenge to Magnolia’s domination of the bulk ice cream market in 1993, its share has expanded rapidly, where it captured 46% of the Metro Manila ice cream market and an average of 39% market share nationwide.
SWOT Analysis
|Strengths |Selecta is currently the leader in overall market shares |
| |Does well in the bulk ice cream category, with 80% of its total ice cream output composing |
| |of bulk ice cream |
| |has high-quality product standards, innovative marketing and promotion strategies, modern |
| |production technology, and strong distribution network at par with major competition |
|Weaknesses |limitation of their distribution network only to key urban areas |
|
Company Background
Selecta Dairy Products, Inc. (Selecta) is the ice cream unit of food and beverage conglomerate Republic Flourmills (RFM) Corporation. It got its name from the Selecta Refreshment Parlor owned by Ramon Arce and his wife Dona Carmen, flocked not for its main American dishes but for its ice cream. In 1946, the parlor introduced a carabao milk-based ice cream, and thus Selecta ice cream was born. In 1990, the small-time ice cream line brand was bought by the Concepcions of RFM Corp. from the Arce family. It was far behind its competitors back then: Presto, Sorbetero, and Coney Island.
RFM re-launched Selecta strictly adhering to high standards of quality, utilizing innovative marketing strategies, using modern production technology, and using a strong distribution network. Since its challenge to Magnolia’s domination of the bulk ice cream market in 1993, its share has expanded rapidly, where it captured 46% of the Metro Manila ice cream market and an average of 39% market share nationwide.
SWOT Analysis
|Strengths |Selecta is currently the leader in overall market shares |
| |Does well in the bulk ice cream category, with 80% of its total ice cream output composing |
| |of bulk ice cream |
| |has high-quality product standards, innovative marketing and promotion strategies, modern |
| |production technology, and strong distribution network at par with major competition |
|Weaknesses |limitation of their distribution network only to key urban areas |
|