Market Share

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I. SUMMARY
Selecta Diary Products incorporated or widely known as Selecta, is known as an ice cream brand owned and manufactured by Republic Flourmills Corporation (RFM Corporation). It is one of the fastest growing ice cream brand in the Philippines with 46% market share in Manila and 39% market share nationwide as of 1996 and they reach that figures in just five years. They’ve been putting a lot of efforts in making this brand a huge success in the market, capturing the cravings of the Filipinos. Selecta started way back in 1930’s when Ramon Arce started pasteurizing carabao milk near his home in Novaliches where carabaos are in abundance. Together with her wife, Dona Carmen came up with an ice cream recipe and thus created the carabao milk-based ice cream. Because of this, Selecta was born with a store name Selecta Refreshment Parlor. In 1990, RFM Corporation, which is owned by the Concepcions, bought the “Selecta” brand from the Arce Family. As of that time, Selecta was not even capture a small slice of market share in the Ice cream industry. So, RFM made Selecta an aggressive brand by complying to quality standards set by RFM and also to follow the corporate philosophy of the company, RFM relaunched Selecta to target the A, B, and Upper C markets. They came up with a success formula of Selecta – a winning combination of a high quality product, marketing innovation, modern production technology, and a strong distribution network. Selecta went into the production of bulk ice cream and novelties. For around 30 flavors ranging from avocado to ube, it constituted for about 80% of the company’s ice cream output. The fresh carabao milk is still used in the production of Selecta with the assurance of using local raw materials that met the quality standards. Despite of the success made by Selecta, the company is still facing a stiff competition in the industry especially when its competitors are already established in the market such as Magnolia. Currently, Selecta...
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