SELECTA MAGNUM ICE CREAM IN THE PHILIPPINES: AN ANALYSIS
The Faculty of Cosmopoint International Institute of Technology Quezon City, Philippines
In Partial Fulfillment
Of the Requirements in
April 16, 2012
The authors sincerely extend their heartfelt gratitude to the following important persons who, in one way or the other, extended their unselfish help, assistance, inspiring thoughts and solid contributions for the realization of this study.
Ms. Angeline Aventino, English Professor and thesis adviser, who helped conceive the main focus and direction of this endeavor;
Miss Sheena Villa, UE Marketing student, for working overtime to add substance to this work, especially for solving the statistical problems;
Mr. Dong Pascual, Barangay Captain of San Bartolome, Novaliches, Quezon City, for granting permission to the researchers to conduct study and pass questionnaires to his constituents;
To all the respondents, for their wholehearted support and cooperation by squeezing this activity into their busy schedules;
The members of the Thesis Committee and the panel of Examiners for their suggestions;
The Cosmopoint International Institute of Technology family, for the moral support;
To our families who are always there for us;
Finally, the Lord Almighty, who provided the researchers the much needed strength, wisdom, courage and determination to complete this work. Sean
The market abounds with assortments of ice cream brands. They come in different brands, tastes, prices, forms or flavors. This study attempted to analyze the people’s perception on the market price of Selecta Magnum Ice Cream which has suddenly become popular but is also the most expensive to date. Respondents residing in the barangay of San Bartolome in Novaliches, Quezon City, were picked as sources of primary data.
Results showed that most people bought Selecta Magnum Ice Cream out of curiosity for its phenomenal popularity. iii
The study also showed that at second thought, majority felt that the price was too high, and that they might not buy again not unless the price is lowered.
TABLE OF CONTENTS
Table of Contentsiv
I. The Problem and Its Background1
Statement of the Problem2
Significance of the Study3
Objective of the Study3
Scope and Limitation3
Research and Methodology4
Definition of Terms5
II. Review of Related Literature and Works6
III. Creatives, Objectives, Strategies & Analysis9
IV. Creative Executions, Findings and Analysis10
VII. End Notes14
THE PROBLEM AND ITS BACKGROUND
One of the best ways to beat the summer heat is by eating ice cold delights like halo-halo. And for those who are not a big fan of halo-halo, their other wise option is to have a taste of the newest ice cream bar in the Philippines, the Selecta Magnum.1 Stars and celebrities like Solenn Huessaff and Raymond Guiterrez endorse it. Many people claim that it is the “ultimate treat!” Its popularity has been circulating and making raves. It has been trending on twitter and facebook, and people keep posting pictures of themselves holding or eating the ice cream bar.2 But no sooner than it has gained popularity that it also started to be bombarded with criticisms, particularly on its retail price considered by not just a few to be too high. In fact, one article published via the internet bannered the title in big, bold letters saying that Magnum Ice Cream is just like an “expensive Pinipig...