I.

Company Overview Sergs Products Inc. is a manufacturing company owned by the Filipino-Chinese Antonio Goquiolay which produces chocolate goods and is based in Cainta, Rizal Philippines. It was founded the year 1954 and during that time it was the first modern manufacturer of chocolates, candies and other sweets. The company was known by the market because it produces fine chocolates which they export to United States and in some countries across Asia. In late 80s, Sergs products are popularized because of its heavy promotion on radio, TV and other print ads. Some of their products succeeded while others did not. One of the Sergs Inc. products is the Sergs chocolate bars which are offered in different variants. These brands had made a mark in the Philippine market as it became one of the pinoys favorites. This brand gradually lost its position in the market due to some labor problems concerning PCI Leasing and Finance Inc. and along with these is the emergence of their foreign competitors where in Filipinos are enticed by these imported brands of chocolates.

II.

Overall Objective To revive the brand Sergs Chocolate and to renew its position in the market as one of the best Pinoy exported products.

III.

Target Market Sergs Chocolate targets all those chocolate lovers, including kids, teenager as well as adults.

IV.

Positioning _______ We change the positioning statement to english language as we suggest to introduce it as one of the best Pinoys exported goods.

V.

Strategy a.) Sergs Ikaw pa rin Adopt the brands popular tagline during early 90s to easily introduce to the Philippine market that the product being introduced is in line with the long lost Sergs Chocolate brand. b.) Invest in machineries - the company is recommended to invest on factory machineries as the first step in reproducing the sergs chocolates. c.) Add additional Chocolate Variant - in accordance with the confections innovations, we suggest to Sergs Products Inc. to produce additional variants of sergs chocolates. They may introduce it in additional flavors like caramels, dark chocolates, with almonds and others. These chocolates can also be offered in different forms (not just in bars) like enrobe the peanuts and biscuits, as candies or even powdered drink. d.) Chocolate Wrappers - We suggest changing the idea of making the chocolate wrappers from colorful to simple combinations of black, white, cream and other close-colors to convey its image as exported goods.

A Strategic Marketing Paper For the Brand Sergs Chocolate

Bustamante, Daries Mae Hernando, Mari Nikko Layugan, Monica Manalo, Raymart Medina, Krizzia Odal, Mary Anne Rozul, Aileen Gale Silvan, Ron Lester