A Proposed marketing plan for La Tondena united distillers: Finlandia vodka

Finlandia Vodka, one of the world\u27s fastest growing spirit brands as listed by the world\u27s lending trade journals, is being imported by La Tondeña United Distillers, Inc. from Primalco, Ltd., Marketing of Finland. Currently, there are four variants available in the Philippines: Finlandia 80 proof, Finlandia 100 proof, Finlandia Arctic Cranberry, and Finlandia Arctic Pineapple.. Finlandia Vodka is priced slightly lower than Absolut Vodka, the leading vodka brand, to try to capture the market and at the same time, to retain its high image. Advertising is limited to monthly placements in selected fashion magazines, thematic radio advertisements, and lighted signages in on-premise outlets. Promotions, however, are quite heavy. Included in the activities are sponsorship of fencing championships, theme parties, launchings, merchandising in off-premise outlets, and providing on-premise Finlandia premium items. Finlandia Vodka, at present, enjoys a 13 percent market share of the vodka industry in the country. It is currently ranked third in terms of sales. The market is dominated by Absolut Vodka, followed by Stolichnaya. Finlandia is distributed in the Greater Manila Areas, Angeles, Baguio, Cebu and Davao. The cost of the proposed advertising and promotion activities is P 2,500,000. Half of the advertising and promotions budget will be shouldered by the mother company, Primalco. Projected sales for 1998 is P 4,603,500 (1650 cs), a 10 percent increase from 1997\u27s P 4,045,500 (1474 cs). No alterations can be made as regards the product development and packaging as Finlandia Vodka is one hundred percent imported from Finland. Effectiveness of the plan may be measured in terms of performance in on-premise outlets and the volume of bottle sales in off-premise outlets