DE LA SALLE UNIVERSITY- DASMARINAS

College of Business Administration and Accountancy

Marketing Department

Global Marketing Plan for

Domestic Product

Submitted by:
Salazar, Clarisse Joy A.
MKA34

Submitted to:
Prof. Rhodora Rosales

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A. Executive Summary
Oishi, the manufacturer of innovative and trend-setting snack products,
offers Smart C+ as the companys first venture into the ready-to-drink market.
This report explains the marketing plan for launching the Oishi Smart C+.
In the very beginning of the report we have explained the mission and vision
statement of the Oishi. It will be introduced in the market with the help of various
promotional displays, advertisement and distribution of free samples to the
general public and financial institution.
This report examines that this product is initially launching in Singapores
domestic market .The business plan aims to enter in a at least one of the
potential countries that will accept the product and increase the product share at
least 50% also to better understand the marketing mix that will best fit with the
foreign country and meet the customer needs.
For this purpose we have conducted SWOT analysis of the company to
see the companys strengths, weaknesses, opportunities, and threats. Then we
have explained the purposes, benefits, and objectives of our product.
Then we have made a marketing mix strategy for our product. We have
divided market into different segments. And we have decided to place the
product in all the markets in Singapore especially in canteens of colleges and
universities.

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B. Situation Analysis
I.

Market Summary
i. Company Profile

Liwayway Holdings Company Limited, doing business as Oishi, is a snack company

based in the Philippines. As of 2013 it is headed by Carlos Chan. Russell Flannery
of Forbes wrote that "Oishis spelling looks a lot like the Japanese word for delicious, oishii."
Oishi, started in 1946 as Liwayway, was originally a family-owned corn starch repacking
business.The name "Liwayway" was chosen because it reflected the optimism of the
Philippines after World War II. By 1966, in addition to distributing starch, the company also
was distributing basic commodities, coffee, and confectioneries. It was incorporated as the
Liwayway Marketing Corporation (LMC) in 1966.

Mission and Vision Statement

Oishi aim to be the leading food company in the markets they serve by
cultivating the following ideals: provide their consumers with the widest range of
quality food products at best value; live by and uphold the creed of business integrity
in all our dealings; develop and nurture long-term relationships with our suppliers,
distributors, and consumers; and maintain an excellent work force by being involved
in the development of our employees skills, knowledge, and attitude.
We are priming ourselves for international competitiveness in the new century
by consistently delivering products and services that meet the quality standards of
markets both here and abroad. Through continuing research and innovation, we will

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enhance the company's ability to gain customer satisfaction and goodwill and build
on our market franchise.
As a world-class Filipino conglomerate, we will be an active partner in
national economic development through the pursuit of excellence in our core
businesses and investment in industries that offer more room for profitability and
growth.
As a matter of policy, we will always adapt to the dynamics of the market.
Through export development and competitive pricing, we will enhance our
competitiveness in an ever-expanding marketplace.
We will constantly strive to enhance shareholder value by making our
products and services desirable, accessible and affordable to the target consumers
in the Philippines and abroad. Through a continuing reward program, out
stockholders will be entitled to an immediate share in the company's gains in the
form of stock or cash dividends.

II. SWOT Analysis

i. Strength
Adequate availability of raw materials
Price, a competitive advantage
Attractive packaging
Easy on the go drink
High in Vitamins
ii. Weakness
Late entry to market
Brand acknowledgement
Limited financial resources
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iii. Opportunities
Participation with a growing industry
Competitive advantage over carbonated soft drinks
People are more health conscious

New market development through extending globally

iv. Threats
Unstable global policies
Rising global warming
Cut throat competition
Economic crisis causes a decrease in purchasing power
III. Competition
Major Competitors:
Minute Maid
Minute Maid has been making juice for over 60 years
and has a heritage of nutrition, innovation, and quality. They
continue to use high quality fruits and fruit juices so that
consumers can enjoy their products with confidence. Their
commitment is to deliver high-quality juices and juice drinks
with great taste and good nutrition is something you can
count on.

Naked Juice

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A subsidiary of PepsiCo and part of its Americas

beverage arm, focuses on preservative-free (thus "naked"),
no-sugar-added juices, smoothies, and other beverages. Its
Naked Juice line is spiked with combinations of proteins,
probiotics, vitamins, and herbs and it's divided among seven
functional families, such as well being and antioxidant.

IV. Product Offering

Oishi Smart C+ has 500mg of vitamin C in every 500ml bottle,
which helps boost your immune system. It also enables your body to
produce collagen, a protein essential to every cell of the body, thus
providing your body the strength and resilience it needs to fight the daily
wear and tear brought about by an active lifestyle. It contains natural fruit
juices and has no artificial colors, flavors and preservatives. Smart C+ also
comes in 350ml and it has three refreshing flavors: Lemon Squeeze,
Orange Crush and Pomelo Grapefruit.

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V.

Distribution
Smart C+ is
going

to

introduce
and
distribute
to
Singapore since our company have only limited financial resources that
can only comply to a single country and also most of people who there is
health conscious. Singapore because of its highly developed free market
economy and of its legal system, taxes IP Protection and its R&D
capabilities.
C. Marketing Strategy
I. Objectives
Goal: To increase fruit juice market share and product awareness.
Objective: To obtain 21% market share of fruit juice market in Singapore
within January 2015 to December 2015.
Future: Oishis will develop new marketing strategies end of 2015 and
promote Smart C+ for other cities in Singapore.
Corporate Objectives: We aim for a ROI of at least 15% over the next
year. And we aim to increase earnings per share by at least 10% every
year for the foreseeable future.
Functional Objectives: We aim to achieve a market share of 10% and 75%
customer awareness of our brand in our target markets.
II. Target Markets
Recreational
Fitness
Health
Lifestyle
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 Sports

Primary Market:

Kids fonds of fruit juices

Teens more experimental
Youth experimental and more buying power
Working people
Housewives
Elderly people

Secondary Market:

Travel Industry - Airlines, Railways and Local Transport

Systems
Recreational - Movie Theatres, Malls, Amusement Parks
School, Colleges

III. Positioning
Why just drink to refresh when you can also drink to get your daily dose
of Vitamin C? With Smart C+ you get both and we think thats really smart.
Here is a deliciously refreshing drink that is sure to quench your thirst.
Smart C+ is not just an ordinary fruit juice that we usually buy outside, it
absolutely satisfy our urge to drink a juice that comes in three citrus flavours
and has 500mg Vitamin C per 500ml bottle. Try a new experience of
enjoyment by means of our innovative product that exactly suits to the taste
of consumers. We come up with this positioning statement to determine the
benefits, advantage, and its features. We believe that we can attract
consumers by means of promotions and acquainting them to consume our
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product. Competitors will always be in our way but we see to it that what we
are endorsing will try to capture the market. Consumers can dive into same
experience of having satisfied with our product that others do, they can also
indulge themselves to a natural healthy beverage. So hurry and try our newly
made drinks for everybody. Smart C+ is enough to fill ones day.

IV. Strategies
i. Product
Smart C+ is a 100% juice product. It contains natural fruit
juices and has no artificial colours, flavours and preservatives.
Smart C+ contains 500mg of vitamin C in every 500ml bottle and
has three refreshing flavours such as Lemon Squeeze, Orange
Juice & Pomelo Grapefruit.
Since the country of Singapore consist of 3 main ethnic
groups such as Chinese, Malay & Indian and uses mainly
English language (100.0%) and Mandarin (32.6%) as their
secondary, the content of the packaging will be printed in a dual
language in order for Singaporeans to read and widely
understand the product content. While the design and color will
be the same since their culture are the same on the local
country.

ii. Price

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As a new comer our pricing strategy is to introduce our

products in the market at lower price so as to create huge
demand in the market and then compete with other competitors.
Our product will be lie on penetration strategy, with high
quality and low price. Price low to capture market share, and
expect to make profit in volume.
iii. Distribution
To assure availability of its product, Smart C+ fruit juice has
established effective network of registered dealers. The main
target of these juices is Singapore.
The end consumer
would then purchase
Smart C+Consume
from the
Manufactur
Distributo
Retailer
er
r
r

retailer. The distributor are the most reliable distributions in the

region. They enjoy a flawless reputation combined with business

relations with numerous retailers. This has ensured that Smart
C+ will be made available all over Singapore.
iv. Marketing Communication
As we are in a introduction phase, our objective is to create

brand awareness through Informative Advertising

Use of Print Media, Radio Advertisement, Hoardings in
Public Spots, Sample Distribution, Organizing Events, TV

Commercial, etc.
Tie up with major cinema halls to promote our products
during intervals

D. Action Programs
Marketing Implementation Schedule

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PRINT ADS
TV ADS
RADIO ADS
SAMPLING

JAN

FEB

X
X
X
X

X
X
X
X

MAR

APR

MAY

X
X
X

JUNE

X
X
X

JULY

X
X
X

AUG

X
X
X

SEPT

OCT

OF THE
PRODUCT

E. Financial
Income Statement of Smart C+
January 2015 to January 2016
Revenue (Year 1)
Sales
Expenses (Year 1):
Production
Distribution
Advertising/Promotion
Employees
Revenue (Year 2)
Sales
Expenses (Year 2):
Production
Distribution
Advertising/Promotion
Employees
TOTAL EXPENSES
TOTAL REVENUE

$350000
$ 35000
20000
45000
53000
$ 500000
$ 40000
25000
60000
63000
$ 341000
$ 750000

Assuming that this will all be the sales and cost of exporting the product goods starting
in the exporting of the product.

F. Controls
Sales analysis

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NOV

DEC

Monitor the total sales and sales activity to improve profitability.

Identify most profitable and less profitable customers. Categorize most
profitable region and less profitable region. Depending on the sale
analysis, improve marketing strategy and sales forecasting.
Market Share Analysis
Marketing share analysis includes each suburb followed by all
provinces. Sale strategy will have to change depending on the sales
results in each region. Sales strategies would be more comprehensive in
stronger areas. This analysis will show a percentage of customers who will
buy Smart C+. Marketing campaign, such as free sampling will focus on
specific neighborhoods.
Distribution Analysis
Sales and order process will be recorded. All the sales through distribution
will show amounts of orders and sales in specific locations. Distribution methods,
costs will be included in this analysis. Retail outlets will be contacted to get their
feedback on delivery satisfaction including response to orders and efficiency of
delivery.
Customer Analysis
Identifying customer - who are they, what they need and want.
Customers will be segmented depending on their value. Monitor life
time value, improve customer satisfaction and increase profitability. What
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are the customers buying habits? How often do they buy Smart C+? Why
do they prefer Smart C+ instead of other juices? Where do they buy the
product?
Program analysis
Customer reaction to promotion and advertisement will be
evaluated. How many customers will purchase Smart C+ in promotion
period? How they react to online and magazine commercials. Customer
satisfaction survey will be generated March 2015.

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