I.

Executive Summary

Philippines is a tropical country which means it experiences two seasons: the wet and dry

season. During dry season or summer, Filipinos' demand for cold foods like ice cream increases.

This is one of the reasons why there is a growing number of food manufacturer; they want to

deliver the market more satisfaction. Due to the same reason, the competition in the ice cream

industry is getting tougher and tougher through the years.

Ice cream products are not only consumable during summers, but actually in anytime the

market wanted it and it is because of its power to uplift one's mood. This condition challenges

every ice cream manufacturer to continue to deliver a higher utility in every time their market

will consume it.

Selecta Philippines as the number one ice cream manufacturer also gets affected by

certain factors like political, economic, socio-cultural, and technological. These factors may give

the company an opportunity or a threat, but with Selecta, the company was able to maximize

opportunities and makes it ahead of its competitors.

This paper endeavours to increase the market share by offering a new product line that

will capture not only the ice cream lovers market but also the cake lovers market. Furthermore,

this paper provides marketing techniques that will help the company to achieve certain goals and

objectives.

II. Current Marketing Situation

A. Market Description

Selecta Philippines is a dairy product business that is owned by the RFM Corporation.

While its milk is under the RFM Corporation, its ice cream business is operated by the joint-

venture of Unilever Philippines, Inc. and RFM Corporation Philippines known as Unilever RFM
Ice Cream, Inc. Its market is geographically segmented on Philippine regions, in both Urban and

Rural areas. The target market is a combination of the major demographic elements,

namelyFilipino children aged 4- 12 years old, with gender male or female, and families in a wide

range of income groups.

The Philippines is a tropical country because it only experiences wet and dry seasons

unlike other countries which have four seasons. During the dry season, it can be very hot and

humid. Because of this, many Filipino children are looking for ways to cool off and one of it is

by eating something cold like ice cream.

Children are known to have a sweet tooth. They like to eat sweets such as ice cream

whenever there is available whether it is from ice cream carts or retail stores. They are also being

influenced to eat it by different television ads aired or by just simply seeing others eating one.

Children are also known to be picky eaters and tend to shy away from eating fruits and

vegetables. With ice cream that has different flavours (including fruits and vegetables); they are

able to explore healthier options and not be afraid of trying them.

The primary target market of Selecta is children aged 4-12 who are in their active years-

likes playing outside, commonly in either preparatory school or elementary school. Their

primary needs, according to Maslow’s Theory, are social needs (sense of belongingness) and

physiological needs (food, water, clothes, etc.). They want to satisfy their craving for sweet

treats, likes to buy eye catching and colorful ice cream tubs and to have different varieties in one

packaging, and since according to Euromonitor, “ice cream is generally regarded as an

indulgence which is consumed not only to cool down but also to uplift one’s mood”, Selecta able

to give them what they want. Selecta Philippines offers a wide range of ice cream flavours from

the simple classics like chocolate, vanilla, strawberry, etc. to more current ones like rocky road,
cookies and cream,etc. that would certainly appeal to the younger audience taste preference.

Selecta Philippines offers more varieties of ice cream flavours and designs that are pleasing to

the younger audience than other leading brands.

B. Product Review

Selecta Dairy Products, Inc. is known for its wide variety of products offered. For about more

than two decades in the market, Selecta didn’t stop trying to find the flavors that will win the

hearts of its markets. Since 1990, it has started releasing authentic flavor lines. Some of its most

patronized flavor lines include the flavors of Summercollection (figure 1),

Figure 1. Sarap ng Weekend: Flavors of Summer

which is a perfect flavor for tropical countries like the Philippines and it is only ranges from 220

to 399 pesos. Other flavor lines include special occasions- related flavors like Christmas

flavorscollection (figure 2) and Noche Buena flavorscollection (figure 3)

Figure 2. Christmas Flavors

 Figure 3. Noche Buena Flavors

which are widely accepted by Filipinos because it is very close to their culture and traditions. Its

price ranges from 120 to 240 pesos. Another product line is offered especially to barkada, family

or even solo markets, these collections are also known as Solo Pack collection (figure 4) and

only ranges from 89 to 260 pesos.

Figure 4. Solo Pack collection

Solo Pack collection includes five mouth- watering flavors, namely cookies and cream, coffee

crumble, double dutch, rocky road, and pistachio and cashew. Another attention-catching

product is the Super Thick Classic (figure 5),

Figure 5. Super Thick Classic

which is well- known because of its thickness as the name suggests and its price starts from 195

pesos. It is also renowned because of its collaboration with other food companies to produce new

flavor lines such as the Oreo and the Hershey’s collection (figure 6) that starts from 145 pesos to

260 pesos.

figure 6. Oreo and Hershey’s Collection

Selecta is not only offering its market a creamy ice cream, but also offering them economical

products such as ice cream sticks (figure 7) and Cornetto (figure 8) which can be bought from 10

to 15 pesos and 20 to 25 pesos, respectively.

figure 7. Ice cream sticks figure 8. Cornetto

Since Selecta wants to give its market a satisfaction and reach more number of mass market

consumers, they have launched Birthday 3-in-1 (figure 9), and 3-in-1 Plus One Supreme (figure

10), in which price only ranges from 99 to 130 pesos and 149 to 320 pesos, respectively.
 figure 9. Birthday 3-in-1 figure 10. 3-in-1 Plus One Supreme

Selecta continues to expand its market and added a luxury ice cream line which is Magnum

(figure 11). Magnum shares a great number of profits and approximately gives the company 2.69

billion dollars last year. Its price ranges from 50 to 60 pesos.

figure 11. Magnum

Selecta Dairy Products, Inc. are continuously growing as it tries to maximize its varietal to offer

the market the best dairy ice cream they can find within the country.
C. Competition
 Miguelitos
Nestle Dairy Dirty
Selecta Magnolia Icecream
Icecream Queen Ice cream
And Premix

Solo serving:
Cornettoicec Solo
ream, serving:
Solo Serving:
Magnum Ice Drumstick, Solo Serving:
Pinipig
cream, Kimy Vanilla
Crunch,

Product
Solo packs, Pinipig, Sundae,
Popsies,
Pinipig, Twin pops, Banana
Sweetie
Gallon/liter Icecream Jelly splits,
Bites, Different
serving: cup, tongue, Blizzard
Fun bar flavors of ice
Sarapng Twin pops, Icecream,
cream (solo
weekend: Popsicles Gallon/liter
Gallon/liter: serving)
flavors of (Solo Serving) serving:
summer, Nestle Icecream
Best of the
Christmas Temptations cakes,
Philippines
flavors, ,
flavors
Super thick Nestle
classic Sorbetes

Promo
Commercials
, billboards,
Commercials
, billboards,
Billboards,
Commercial
s, billboards,
Commercials
, billboards, Ringing of

tion
posters, posters. posters, posters, bells
posters.
promos. promos. promos.

Price
P 10.00 to P 10.00 to P 10.00 to P 12.00 to P 29.00 to P 5.00 to
P 320.00 P 350.00 P 50.00 P 390.00 P750.00 P 15.00
Place

D. Distribution

Selecta Ice Cream is available Nationwide. Consumers can buy Selecta Ice Cream from the

nearest supermarkets/ hypermarkets, convenience stores, leading drugstores, selected Sari-Sari

Stores near them, and carts that are roaming around Metro Manila.

III. Threats and Opportunities

OPPORTUNITIES THREATS
 Anti-trust law  Tariffs
 Employment law  Tax policy (tax rates and
 Data protection law incentives)
 Environmental Law  Import restrictions on
POLITICAL
 Health and safety law quality and quantity of
 Intellectual property law product
(Copyright, patents)

 Philippine economy  The Consumer Price Index

continues to grow, having increased.
ECONOMIC an ideal rate of inflation
and unemployment, and a
steady rate of interest.
SOCIOCULTURAL  Changes in lifestyle, such as  People are concerned about
longer work hours, more having a healthy consumption.
women in the workforce, They try to avoid fattening
and more single-person desserts and ice creams suffer
households, increase the of a bad image concerning
demand for prepackaged nutrition
foods.  A growing suspicion of
 People spend more time prepackaged foods as
 surfing the internet therefore unnatural and unhealthy is
getting more exposed to becoming common. This
online advertisement and increases the demand for fresh
good feedbacks on ice cream and natural foods in some
products markets. It also increases the
demand for organic and other
alternatives.
 People becoming more figure-
conscious therefore avoiding
fattening foods such as ice
cream.

 With the current innovation  All technology requires power

of technology the process to operate once the power
for mass production has supplies are cut it would
lesser cost and time. hinder the production. A
simple malfunction in its parts
would also hinder the
TECHNOLOGICAL
production. As new innovation
of technology the competitors
for faster production would be
a threat in supply distribution
who uses a more advance
manufacturing machine

IV. Objectives and Issues

Objectives:

Increase the market share by 3% with a new product line budgeting 15 million pesos for

the total production within a year, and at the same time, remains as number one ice cream brand.
Issues:

Markets are more demanding in terms of food, especially in desserts. They are looking

for more tasty yet affordable products that would give them satisfaction or customer value.

V. Marketing Strategy

Product

As Selecta aims to increase its sales first they have to satisfy their customers to gain
patrons and maintain their loyal customers. Selecta created a new product development to
increase the customer’s satisfaction by providing their best product in a new prospective. Selecta
aims to produce an economical ice cream cake to satisfy the markets wants. It is made with the
best quality ingredients and process with the best environment that can assure the market’s
safety. This product is compose of 4 layers first is base which is the chocolate followed by the
chocolate ice cream which was frozen to maintain its firmness followed by another layer of
chocolate cake then by the ice cream topped with mini marshmallow. After creating the ice
cream cake it is process to the packaging area where it would be wrap in wax paper to give easy
access for the consumer then sealed in an air tight container. Then products are kept in a storage
house around -15 C to maintain its texture.

Place

Selecta’s new product are release in all supermarket (Robinson supermarket, Sm

supermarket, Ever supermarket, Walter Mart, Landers, S&R and Puregold), Leading Drugstore
(Mercury, South Drugstore and Watson) and convenient store (7/11, Ministop, Family Mart,
Alpha Mart, All Day and Lawson). This product is distributed in Luzon area to test the market’s
reaction to the product to lessen the liability since not all are familiar with ice cream cake.
Price

Selecta is known for the variety of its ice cream products it is suitable for any family
whether it is below the poverty line or above the poverty line. So Selecta created the new product
of ice cream cake to provide accessibility to the families below the poverty line by making it an
economical product with the best quality ingredients used in making this product. The cost in
producing this product is around P 40.80 with the additional cost added by the other factors that
would result for its price around P 82. Its size is around 500sq which its proportion is equivalent
to 2 persons compared to other ice cream cake it has more cake that could satisfy a person’s
hunger.

Promotion

Promotion

Selecta will be launching its new product, Selecta Ice Cream cake in SM Megamall

Convention Center with a total expense of P 50,000. It will promote its new product through

three different kinds of media or what you call tri media. These media includes the social media

advertisement, television advertisement and lastly the radio advertisement. Radio Advertisement

in YES! FM Manila Station with 5 spots per day for 30 days costs up to P 2,947,500.00 and in

Love Radio, 5 spots for 30 days costs P 4,665,000. Television Advertisement in different

Network Stations for 30 days are as follows. In GMA 7, advertisement shown twice in the

afternoon slot costs P 1,982,880.00 and thrice in the primetime slot costs P62, 596,500. 00. In

ABS-CBN, advertisement shown twice in the afternoon slot costs P 7, 200,000.00 and thrice in

the primetime slot costs P 74, 193,660.00. Last but not the least, advertisements shown in TV 5

2twice in the afternoon slot costs P 720,000.00 and thrice in the primetime slot costs P

39,960,000.00. Selecta will feature Filipino artists in their advertisement who have a talent fee

of P 5,000,000.00. Total costs for Television Advertisement in the three Networks costs up to
P199, 265,540. And the last form of promotion is social media advertisement in the Selecta Face

book page. The total costs for the tri media is P 199, 265,540.00. There will also be product

sampling to different supermarkets within Urban Area with the total cost of P 5,000.00. Promos

such as Trick or Treat Selecta Ice Cream Cake Promo: Win Free Ice Cream Cake, Selecta Solo

Pack, or P5000 for 50 Lucky Winners on Special Prizes inside the Ice Cream Cake Packaging

with the total cost of P 127,141.00. New Christmas Themed Packaging; Promotional Tie-In of

Selecta Ice Cream cake with Selecta Christmas Flavors 750 mL which costs up to P 80,000.00

and last but not the least is the Selecta Feb-Ibig Couple Ice Cream Cake Buy 1, Take 1 Promo

which costs up to P 20,000.00

VI. Action Program

WHAT WHO WHEN WHERE HOW MUCH
Meeting of the team
Marketing 2nd week of
for brainstorming of Conference Room P 1,500
Department October, 2017
possible products

Survey for Consumer Marketing 3rd week of

Metro Manila P 10,000
Preference Department October,2017

Develop a proposed Marketing 4th week of

Conference Room P 8,000
New product Department October, 2017

Research about the Marketing 1st to 2nd week of Research

P 20,000
product Department November,2017 Department Data

Meeting with the Marketing 3rd week of

Conference Room P 2,000
Department Heads Department November,2017
4th week of
Creative
Marketing November to 2nd
Product Development Department P 50,000
Department week of
Room
December,2017
Different
Marketing 3rd week of Supermarkets
Product Sampling P 10,000
Department December,2017 within Urban
Areas
 Creative
Marketing 4th week of
Product Improvement Department P 4,000
Department December,2017
Room
Creative
Packaging Design Marketing 1st week of
Department P 20,000
Development Department January,2018
Room
Marketing
Meeting with 2nd week of
Department Conference Room P 1,500
Packaging Suppliers January,2018
and Suppliers
Supplier’s
Marketing 3rd to 4th week of
Packaging Production Manufacturing P 30,000
Department January,2018
Company
Marketing
Department
Meeting with 4th week of
and Conference Room P 1,500
Advertising Team January,2018
Advertising
Team
Social Media
Sneak Peek/ Teaser of
Advertising 1st to 2nd week of Accounts of
Product in Social P 2,000
Team February,2018 Selecta
Media
Philippines
Marketing
Meeting with
Department
Department Heads 2nd week of
and Conference Room P 3,000
and Distributors for February,2018
Distribution
Product Launching
Company
SM Megamall
Launching of Selecta Marketing 2nd week of
Convention P 50,000
Ice Cream Cake Department March,2018
Center
Meeting with Marketing
Advertising Team for Department
2nd week of
Development of TV, and Conference Room P 1,500
March,2018
Radio and Social Advertising
Media Advertising Team
Marketing
Department
Meeting with celebrity 4th week of
and Conference Room P 3,000
endorser March, 2018
Advertising
Team
Shooting of TV Advertising 2nd week of
GMA studio P 250,000
commercial Team April,2018
Teaser for New Social Media
Endorsers of the Advertising 1st to 2nd week of Accounts of
P 2,000
product on Social Team April,2018 Selecta
Media Philippines
 Meeting with TV
Networks for the Marketing 2nd week of
Conference Room P 2,000
agreement of budget Department April,2018
and timeslot
Launching of TV Advertising 3rd week of
Nationwide P 186,653,040
commercial Team April,2018
Meeting with radio
networks for the Marketing 3rd week of
Conference Room P 2,000
agreement of budget Department April,2018
and timeslot
Launching of Social
Advertising 4th week of
Media and Radio Nationwide P2,947,500
Team April,2018
Advertisement
Different
4th week of April
Marketing Supermarkets
Product Sampling to 1st week of P 10,000
Department within Urban
May,2018
Areas
Meeting with
Advertising Team in
Marketing 3rd week of
Developing Conference Room P 1,500
Department May,2018
Promotional Ideas for
incoming months
Launching of Trick or
Treat Selecta Ice
Cream Cake Promo:
Marketing
Win Free Ice Cream 1st week of
Department
Cake, Selecta Solo October to 2nd
and Nationwide P 127,141
Pack or P 5000 for 50 week of
Advertising
Lucky Winners on November,2018
Team
Special Prizes Inside
the Ice Cream Cake
Packaging
Meeting with
Packaging Suppliers to Marketing 3rd week of
Conference Room P 1,500
discuss about the Department November,2018
Christmas packaging
Meeting with Marketing 4th week of
Conference Room P 1,500
Distributors Department November,2018
 Different
Supermarkets,
Launching of New
Advertising 2nd week of Convenience
Christmas- Themed P 30,000
Team December,2018 Stores and Retail
Packaging
stores
Nationwide

Different
Marketing
Promotional Tie-In of 2nd week of Supermarkets,
Department
Selecta Ice Cream cake December to 1st Convenience
and P 50,000
with Selecta Christmas week of Stores and Retail
Advertising
Flavors 750 mL January,2019 stores
Team
Nationwide
Different
Marketing
Selecta Feb-Ibig Supermarkets,
Department
Couple Ice Cream 2nd to 3rd week of Convenience
and P 20,000
Cake Buy 1, Take 1 February,2019 Stores and Retail
Advertising
Promo stores
Team
Nationwide

VII. Budget

*figures in Philippine peso

VIII. Controls

Our marketing plan is structured to enable us to achieve the goals we have set for our

company, in terms of increasing overall revenue as a result of differentiating our products and

services from the competition.

We will ensure that the plan is implemented to the best of their ability and with the highest

levels of efficiency and accuracy. The following areas will be used to gauge performance:

1. Customer satisfaction and feedbacks.

2. Conduct factory visit monthly.

3. Review ROI monthly.

4. Review the profitability of the company and compare it from the previous

operating year. Includes liquidity and solvency test.

5. Review marketing ROI and compare it to competitors annually.

 A. Implementation

The following milestones identify the key marketing programs. It is important to accomplish

each one on time and on budget.

Milestones

Activity Manager Start Date End Date Budget

Meeting of the team
2nd week of 2nd week of
for brainstorming of Marketing Department P 1,500
October, 2017 October, 2017
possible products
Survey for Consumer 3rd week of 3rd week of
Marketing Department P 10,000
Preference October,2017 October,2017
Develop a proposed 4th week of 4th week of
Marketing Department P 8,000
New product October, 2017 October, 2017
Research about the 1st week of 2nd week of
Marketing Department P 20,000
product November,2017 November,2017
Meeting with the 3rd week of 3rd week of
Marketing Department P 2,000
Department Heads November,2017 November,2017
Product 4th week of 2nd week of
Marketing Department P 50,000
Development November December,2017
rd
3 week of 3rd week of
Product Sampling Marketing Department P 10,000
December,2017 December,2017
Product 4th week of 4th week of
Marketing Department P 4,000
Improvement December,2017 December,2017
Packaging Design 1st week of 1st week of
Marketing Department P 20,000
Development January,2018 January,2018
Meeting with Marketing Department 2nd week of 2nd week of
P 1,500
Packaging Suppliers and Suppliers January,2018 January,2018
Packaging 3rd week of 4th week of
Marketing Department P 30,000
Production January,2018 January,2018
Meeting with Marketing Department 4th week of 4th week of
P 1,500
Advertising Team and Advertising Team January,2018 January,2018
Sneak Peek/ Teaser
1st week of 2nd week of
of Product in Social Advertising Team P 2,000
February,2018 February,2018
Media
Meeting with
Marketing Department
Department Heads 2nd week of 2nd week of
and Distribution P 3,000
and Distributors for February,2018 February,2018
Company
Product Launching
Launching of Selecta Marketing 2nd week of 2nd week of
P 50,000
Ice Cream Cake Department March,2018 March,2018
 Meeting with
Advertising Team for
Marketing Department 2nd week of 2nd week of
Development of TV, P 1,500
and Advertising Team March,2018 March,2018
Radio and Social
Media Advertising
Meeting with Marketing Department 4th week of 4th week of
P 3,000
celebrity endorser and Advertising Team March, 2018 March, 2018
Shooting of TV 2nd week of 2nd week of
Advertising Team P 250,000
commercial April,2018 April,2018
Teaser for New
Endorsers of the 1st week of 2nd week of
Advertising Team P 2,000
product on Social April,2018 April,2018
Media
Meeting with TV
Networks for the 2nd week of 2nd week of
Marketing Department P 2,000
agreement of April,2018 April,2018
budget and timeslot
Launching of TV 3rd week of 3rd week of
Advertising Team P 186,653,040
commercial April,2018 April,2018
Meeting with radio
networks for the 3rd week of 3rd week of
Marketing Department P 2,000
agreement of April,2018 April,2018
budget and timeslot
Launching of Social
4th week of 4th week of
Media and Radio Advertising Team P2,947,500
April,2018 April,2018
Advertisement
Marketing 4th week of 1st week of
Product Sampling P 10,000
Department April, 2018 May,2018
Meeting with
Advertising Team in
3rd week of 3rd week of
Developing Marketing Department P 1,500
May,2018 May,2018
Promotional Ideas
for incoming months
Launching of Trick or
Treat Selecta Ice
Cream Cake Promo:
Win Free Ice Cream
Cake, Selecta Solo Marketing Department 1st week of 2nd week of
P 127,141
Pack or P 5000 for and Advertising Team October,2018 November,2018
50 Lucky Winners on
Special Prizes Inside
the Ice Cream Cake
Packaging
Meeting with
Packaging Suppliers 3rd week of 3rd week of
Marketing Department P 1,500
to discuss about the November,2018 November,2018
Christmas packaging
 Meeting with 4th week of 4th week of
Marketing Department P 1,500
Distributors November,2018 November,2018
Launching of New
2nd week of 2nd week of
Christmas- Themed Advertising Team P 30,000
December,2018 December,2018
Packaging
Promotional Tie-In
of Selecta Ice Cream 2nd week of
Marketing Department 1st week of
cake with Selecta December, P 50,000
and Advertising Team January,2019
Christmas Flavors 2018
750 mL
Selecta Feb-Ibig
Marketing
Couple Ice Cream 2nd week of 3rd week of
Department and P 20,000
Cake Buy 1, Take 1 February,2019 February,2019
Advertising Team
Promo

B. Contingency Planning

Difficulties and risks

 Other similar products that exists.

 Rejected products due to deformation.

C. Keys to success

 Continue developing new flavors that customers will love.

 Continue to give customer-satisfaction for better customer-business relationship.

 Variant flavors and tastes that varying customers will like.

 Leverage of strength in local market as a member of community by supporting

local events.