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Scossa Dice Marketing Plan
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Transcript of Scossa Dice Marketing Plan
8/7/2019 Scossa Dice Marketing Plan
http://slidepdf.com/reader/full/scossa-dice-marketing-plan 1/14
Marketing Plan
Prepared By:
Barlisan, Robbie Jean
Belmonte, Britney Banim
Cababaros, Marigold Vida
Grabato, Krystelle Jane
Villarta, Charles Wayne
8/7/2019 Scossa Dice Marketing Plan
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I. Executive Summar
unique fu
the same
of innova
Tanduay
refreshin
alcohol,
premium
has a uni
it only co
squeeze
delicious
juices to
inner b
E and He
is the coolest drink to quench y
nctional drink that will make you crave fo
time, will strive to reinforce statu
tion and successful product launches.
ice is a pre-mixed alcohol beverage
new drinking experience. It contains
ight sweetness, and good mouth feel. It
quality triple distilled spirit for that smooth
quely refreshing flavor and cool product pr
tains 5% of alcohol by volume.
100% Four Seasons Juice is guarant
on the same day giving you 100% natura
refreshment. Rich in vitamins! We hav
choose from: Fiber-Enriched to cleanse an
dy, Juice with Immune-Builders Vita
art Smart to lower bad cholesterol.
our thirst. It is a
r more. And at
s as the leader
that offers a
just the right
is made from
alcohol kick. It
sentation. And
ed picked and
l, health-giving,
three healthy
d detoxify your
ins A, C &
8/7/2019 Scossa Dice Marketing Plan
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Our product will be offering a combination of Asia Brewery’s
Tanduay Ice and Del Monte’s four season’s juice that will satisfy
your craving. We will only be selling it to customers who are at their
right age to drink alcohol.
II. The Challenge
Tanduay Ice is a hit among the younger generation (teenagers,
especially college students). People obviously love its refreshing &
Sprite-like taste. Then there’s Del Monte pineapple juice drink
which we love for its sweet fruity flavor. And what’s more, it’s good
for the body! So our group decided to join these two enjoyable
drinks and we came up with this: Tanduay Ice shake or which we
prefer to call . Our product contains health
benefits too, how actually do well to your body.
Our goal is to let people know that our product is not like any other
alcoholic drink. We intend to let people see Scossa Dice differently.
There are health benefits of moderate alcohol use like reducing the
risk of heart disease, gallstones & diabetes. We want to show off a
new light on alcohol & eradicate the drink’s reputation as just like
any other alcoholic beverage. We aim to let consumers know that
alcohol isn’t just for people who are drowning of problems or wild
teenagers, it’s also for the health-conscious people, and people
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who are against it. Our product is all about moderately drinking
alcohol, the healthy way.
Product Sales Figure:
Since is a new and upcoming brand, the sales
figure will be raw and unchallenged by external factors. Listed
below are the possible product purchases that will be made by the
company for the next 3 months in the following year.
Scossa Dice will be launching at a small time frame of 3 months. In
three months the company will be expecting sales to amount to
Php157, 500 if we will be able to reach our quota of 50cups per
day.
Price/Cup= Php15(T-Ice)+Php3(NSIce)+Php12(Del Monte 4Seasons)+Php3(Plastic cups with cover)+Php1(foldable
straw)+1Php(labor)= Php35.00
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III. Situation Analysis
Strengths: We are able to respond very quickly as we have no red
tape and doesn’t need a higher management approval, yet. We are
able to give really good customer care; because we don’t offer
them just any drink we offer them the most refreshing drink at the
same time can cater the health enthusiast in every student. We
have low overheads, so we can offer good value to customers.
Weaknesses: The product as any other product that goes out to
the market for the first time, we will have two initial reactions from
the consumers; one is that they will like our product, otherwise, they
won’t. Since we are producing a kind of refreshment that contains
alcohol, we won’t be able to cater to the masses that are under 18,
and those who are medically required not to have any intake of
alcohol. And lastly since we are offering this kind of commodity
inside an institution we will have to face the moral board and
defend ourselves why we should be allowed to sell inside the
campus.
Opportunities: Our product is the first in the market that will be
catered inside the premises of the campus, if it goes through the
moral-watchers successfully, if we did, we will be the pioneering
product that can initiate a new refreshment that contains a little bit
of alcohol but with benefits to us and to our consumers. We will
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also be the first to cater the masses that enjoys different kinds of
drink, the kind of which you don’t usually get to purchase inside or
outside the walls of a bar tending firms. And most importantly,
through this product we will be able to show that alcohol if not
abused is not hazardous, rather helpful and beneficial to their
drinkers, most especially to students who are tortured by the
pressures of studying.
Threats: Taken as approved, we might have a tougher competition,
specifically those who are into bartending, mixing drinks, from
which they innovate our simple recipe. We will have a lot of
difficulty in selling them when these competitors sprout out of
nowhere into our market.
IV. Market Segmentation
We target 2 segments; Young adults (18 and above) who enjoy the
stimulants a little alcohol can give, health-conscious people,
especially those who intend to lower the risk of heart disease.
1) Young Adults (18 and above)
Nowadays, Tanduay-Ice is the star of drinks when it comes
to party, ore specifically on clubs wherein young adults are
most likely to go, to relieve the weeks stress, chill and hang
out. So aside from the usual plain alcoholic drinks, we thinks
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that our product, (Tanduay Ice, Del
Monte Four Seasons, and crushed Ice), will be a breather to
young adults, something new to their adventurous taste
buds. Our product contains a moderate amount of alcohol so
those who purchase our product won’t have to worry about
being wasted or being knocked down on the floor. Our
product contains four seasons juice, which contains vitamin
C, good for everybody’s immune system. We are also aware
that not everybody might be in favor of this product we are
offering, but our group would like to clarify that it contains not
much of alcohol, just a moderate amount that won’t harm or
intoxicate anybody, this is also why we’re not offering this
product to minors because its unlawful for ages under 18 to
buy or be supplied with alcohol. We do not initiate teenage
drinking by offering this product, but rather we count upon
responsible drinkers who will take as a
cool and revitalizing drink instead of an intoxicating one, in a
nutshell, our product calls for responsible drinkers.
2) Health Enthusiasts (Young Adults 18 and above)
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The strongest medical evidence exist between moderate
alcohol drinking and a reduced risk of heart disease, this is
why people with high-cholesterol levels frequently drink red
wine, or any alcohol-containing drink. Studies show that
those who consume alcohol beverages at least twice a week
are more likely free from heart diseases. This is why we
would also like our product to be known by the adults who
are constantly monitoring their hearts condition, ‘because
has the adequate amount of alcohol and
added goodness of Vitamin C by the four season’s juice,
perfect for the health buffs.
V. Marketing Mix
will be sold at Php35.00, reasonable
enough to quench your thirst from an exhausting day. As
shown above prices are determined by the ingredients. For
the non-alcohol drinkers this price is also reasonable
because this beverage doesn’t contain 5% of the Tanduay-
Ice’s alcohol, but rather it is reduced into 2.5%. At a 12Oz
cup you can enjoy both a sweetie tootie flavor of Del Monte
Four Seasons, and the kick of Tanduay-Ice.
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The place where we would primarily sell our product is
outside the school premises since alcohol is strictly
prohibited inside the institution as of the moment, and if we
have passed the deliberation that the board will grant us, we
will be able to sell inside the school parameters as well. We
can also distribute our product for those who want our
product to be delivered. Our product can be bought by adults
age 18 and above only.
By promoting our product we use some flyers and give it to
customers who would like to buy our product, but only those
who are aged 18 and above. In that flyers we have our
product name, our contact info and on how to avail our
product. Our flyers would mostly consist of the concept of
“chill”, because that’s what our target market is interested to.
We will provide a short radio commercial getting through the
message that alcohol isn’t always bad, its bad because our
parents said so, well its not, in fact, it helps your brain to
function quite perfectly because alcohol eliminates dead
brain cells; which takes up most of the brains of the non-
alcohol drinkers. Since promoting the Fruity flavor of this
drink will not be a hustle, we will just skip the details and give
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a brief definition of what’s inside the cup; a tasteful good feel
of the blissful moment of chill.
Tanduay Ice shake or which we prefer to call
contains health benefits too, how
actually do well to your body. People would love its
refreshing & sprite-like taste. Then there’s a mix of Del
Monte four seasons juice drink which we love for its sweet
fruity flavor.
VI. Projections
As of March 2011, with Php5000.00 cash on hand,
can launch and be able to prove itself in the
market for the next 3 months. As our survey results show many of
our consumers would be coming from the young adults ages 19-20.
Together with the strategies the company came up with. Scossa
Dice would likely launch its way to its market, and if its 3 month stay
will do the company good business, then it will remain in the
market, and provide for its consumers new and improved flavors
that will cater to their hearts delight, new varities of flavor and the
like.
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Graph 1.1showing uin.
VII. Conclusion
The ve
out prop
bother. T
a frame i
0
2
4
6
8
10
12
Age
shows the results of survey conducted bys the relative market that Scossa Dice should
y core of this marketing plan is
to its market. If this marketing
rly, and diligently, it’s marketing launchin
his marketing plan, and the structure it de
as steady as that of Greece.
s 40-35 Ages 36-25 Ages 26-20 Ages 20-18
Drink
Wou
Scoss
Wou
group members,oncentrate itself
on launching
plan is carried
g will not be a
ided to take as
s Alcohol
ld Love To Taste
a Dice Mix
ld Pay Php35.00 for It
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VIII. Appendix
Ingredients Content/Purchase Price Price per Cup
1. Tanduay Ice 240 Bottles Php620.00 Php15.00
2. Del MonteFour Seasons
46Oz Php68.30 Php12.00
3. NatureSpring Ice
3Kilos/Pack Php22.00 Php3.00
4. Plastic Cupsw/Cover
50pcs (12Oz)/Pack Php120.00 Php3.00
5. Straw 50Pcs./pack Php18.40 Php1.00
Table 1.1 showing the first purchase of Scossa Dice as for its launch
Table 1.2 showing the purchases made and number pr products produced for thefirst month; January 2012
Ingredients Content/Purchase Price Units Produced byJanuary 2012
1. Tanduay Ice 240 Bottles Php620.00 50 cups
2. Del Monte
Four Seasons
46Oz (7cans) Php478.1 53 cups
3. NatureSpring Ice
3Kilos/Pack(5packs)
Php110.00 50cups
4. PlasticCupsw/Cover
50pcs (12Oz)/Pack Php120.00 50cups
5. Straw 50Pcs./pack Php18.40 50cups
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Graph 1member
should c
0
2
4
6
8
10
12
Ages 40-35 Ages
.1 shows the results of survey condu, showing us the relative market tha
oncentrate itself in.
36-25 Ages 26-20 Ages 20-18
Drinks Alcohol
Would Love To TastScossa Dice Mix
Would Pay Php35.0
ted by groupScossa Dice
for It