A Proposed marketing plan for Del Monte Philippines, Inc.

Del Monte Philippines, Inc. launched Sliced Junior Pineapple (SJP) in the market on February 18, 1994. However, because Del Monte was still in the process of observing how the consumers would respond to the product, the company has not yet completely supported Sliced Junior Pineapple. Being the only product of its kind in the market, the proponents aim to develop a market for Sliced Junior Pineapple and increase its contribution to the total profitability of Del Monte\u27s line of pineapple solids. SJP will be targeting the kids aged 12 years and below and will be positioned as a healthy kiddie snack . A new size of can for Sliced Junior Pineapple and necessary changes in the packaging and improvement in the formulation of the product, that will appeal to the target market are proposed to be made. A retail price of PHP 22.65 for the new can size of SJP is recommended. With regard to the distribution of the product, SJP will adopt the current distribution system for Del Monte products. To facilitate growth of product awareness, advertisements for both television and print will be heavily used. TV ads will be aired in children\u27s shows with high TARP ratings while print ads will target the mothers. A 50% increase in sales is expected in November 1995 to October 1996. To help achieve the expected increase in sales, additional incentives and promotional activities (5 for 25, Let\u27s Build a Paradise Now, Summer\u27s Cool, Kiddie Food Trip, and Save It for Us) for distributors and end-consumers shall be developed. With all these strategies, an estimated PHP 6,734,095.88 cost of investment will be realized