(University of the City of Manila)
PRODUCT PLANNING AND DEVELOPMENT PLAN
Joanine Erica I. Dionisio
BSBA Mktg 4-1
Prof. Anna M. Miranda
I. EXECUTIVE SUMMARY
* To increase market share by 11% at the end of the strategic year.
History of Selecta
Selecta’s humble beginnings can be traced to the Arce family’s ice cream parlor in Manila in 1948. Its ice cream was well-known for its creaminess, authentic flavors, and unique gold can packaging—qualities that remained throughout the years.
In 1990, RFM Corporation bought Selecta from the Arce family to form Selecta Dairy Products, Inc. Known for its sharp entrepreneurship, RFM catapulted the rise of Selecta as a serious contender in the ice cream market—always ahead in product innovations by creating new and exciting flavors like Cookies and Cream, Halo Halo, Ube Macapuno, and Chocolate Almond Fudge, and supported by heart-warming media campaigns that depict Selecta as an ice cream that creates family bonding moments. In 1997, Selecta became the market leader in the Philippine capital, which accounted for 60% of the nation’s ice cream consumption.
In 1999, to complement its frozen novelties category and strengthen itself for competition, RFM teamed up with Unilever, the largest ice cream company in the world to form Selecta Walls Incorporated. The joint-venture proved to be a success and in 2000, Selecta defeats competition to become the national ice cream leader.
And that has been the story since—with its passion for exceeding the expectations of consumers, unwavering dedication to quality, and unrelenting quest to improve itself through its innovations, Selecta or Unilever RFM Ice Cream, Inc., sees itself winning stomachs and hearts to be become the world’s preferred pleasure food.
Industry:Foods and Beverages
Founded:1948 in City of Manila
Products:Ice Cream, Milk Products
Positioning and Value Proposition: “New healthy flavors of ice cream in affordable price.”
* Avocado Flavor
* Buko Flavor
* Available in 1.5 L and 750 mL
The new flavors of Selecta Ice Cream will be available in stores nationwide. Avocado and Buko flavors were chosen because the current flavors of Selecta were dominated by chocolate flavors. Also, fruit flavors have more authentic nutrients and vitamins than chocolates.
I will use TV advertisement featuring Carmina Villaroel and her son, Mavy. The current tagline (Selecta, Number 1) of Selecta will still be used. This is to show the domination of Selecta Ice Cream in the market. They will describe the new flavors to the viewers. Besides, nothing is more convincing than a family coming together for a commercial. They give the viewers a likeable and friendly vibe.
Selecta Ice Cream will be able to sell more than 100,000 a month. Since Philippines have more than 5000 supermarkets and can serve nearly 10 million customers each day, Selecta Ice Cream can achieve this sale because it can consume everyday even if there’s no special occasion and also, with the possible effectiveness of the TV advertisement.
Similar products are from Magnolia and Nestle. They are selling Ice Creams which are less advertised and have few flavors. Selecta Ice Cream are perfect for special occasions but it can still be use to satisfy the sweet cravings for everyday life. Sales of the Selecta Ice Cream will increase because Filipinos are fond of ice cream. And also, desserts touch the heart of families and help to create bonding moments.
The new flavors of Selecta Ice Cream will be available in the market by April 2012. It is summer and fruit flavored ice cream is perfect for this season.
II. TARGET CUSTOMERS AND USERS
Families:People that are fond of celebrating together that belong to Class C to Class D.