A Marketing Plan for Scoops and Bowls

Topics: Ice cream, Milk, Marketing Pages: 27 (6776 words) Published: December 27, 2012
DE LA SALLE UNIVERSITY
College of Business and Economics
Marketing Department

A Marketing Plan for
Scoops & Bowls

In Partial Fulfillment
Of the Course in
MARKPRU

Mr. Benison Cu

By:
Chan, Lilibeth
Chang, Hazeline O.
Ngo, Crishana Barbara T,
Esperanza, Gena Claire
Gawaran, Andrea
Salvador, Mark Lester

November 26, 2010

TABLE OF CONTENTS

|TOPIC |PAGE | |I. Executive Summary |4 | |II. Current Marketing Situation Analysis |5 | |A. Industry Study |5 | |B. Current Product/Brand Situation |12 | |C. Competitive Situation |18 | |III. SWOT Matrix |21 | |IV. Goals and Objectives |24 | |V. Marketing Mix Strategies and Programs |26 | |A. Market Targeting |26 | |B. Product Development/Innovation Program |28 | |C. Pricing Program |37 | |D. Sales and Distribution Program |41 | |E. Marketing Communication Program |45 | |1. Advertising Program |45 | |2. Sales Promotion Program (Consumer and Trade) |58 | |3. Public Relations Programs |65 | |VI. Investment Plans |67 | |VII. Estimates of Profitability |68 | |VIII. Evaluation of Results |69 | |IX. Appendix |70 | | UAI Questionnaire |72 | |Interpretation of Survey Results |79 | |References |108 |

I. EXECUTIVE SUMMARY
Children, even teenagers nowadays are known to have a sweet tooth that craves for desserts such as cakes, candies, chocolates and ice cream. In fact, that is in almost every meal of the day, they will always leave room for desserts. Hence, parents tend to worry that their children's diet are at stake. At the same time, too much sweets can lead to several health problems like obesity, tooth decay, diabetes and the like. Therefore, the company, Scoops &...
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