Marketing Plan

Prepared By:

Barlisan, Robbie Jean

Belmonte, Britney Banim

Cababaros, Marigold Vida

Grabato, Krystelle Jane

Villarta, Charles Wayne

I. Executive Summary

is the coolest drink to quench your thirst. It is a

unique functional drink that will make you crave for more. And at

the same time, will strive to reinforce status as the leader

of innovation and successful product launches.

Tanduay ice is a pre-mixed alcohol beverage that offers a

refreshing new drinking experience. It contains just the right

alcohol, right sweetness, and good mouth feel. It is made from

premium quality triple distilled spirit for that smooth alcohol kick. It

has a uniquely refreshing flavor and cool product presentation. And

it only contains 5% of alcohol by volume.

100% Four Seasons Juice is guaranteed picked and

squeezed on the same day giving you 100% natural, health-giving,

delicious refreshment. Rich in vitamins! We have three healthy

juices to choose from: Fiber-Enriched to cleanse and detoxify your

inner body, Juice with Immune-Builders Vitamins A, C &

E and Heart Smart to lower bad cholesterol.

 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

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 4

Seasons)+Php3(Plastic cups with cover)+Php1(foldable
straw)+1Php(labor)
= Php35.00
Table 1.1 showing the first purchase of Scossa Dice as for its launch

Ingredients Content/Purchase Price Price per Cup

1. Tanduay Ice 240 Bottles Php620.00 Php15.00

2. Del Monte 46Oz Php68.30 Php12.00

Four
Seasons
3. Nature 3Kilos/Pack Php22.00 Php3.00
Spring Ice
4. Plastic Cups 50pcs (12Oz)/Pack Php120.00 Php3.00
w/Cover
5. Straw 50Pcs./pack Php18.40 Php1.00

Ingredients Content/Purchase Price Units Produced by

January 2012
6. Tanduay Ice 240 Bottles Php620.00 50 cups

7. Del Monte 46Oz (7cans) Php478.1 53 cups

Four
Seasons
8. Nature 3Kilos/Pack Php110.00 50cups
Spring Ice (5packs)
9. Plastic 50pcs (12Oz)/Pack Php120.00 50cups
Cups
w/Cover
10. Straw 50Pcs./pack Php18.40 50cups

Table 1.2 showing the purchases made and number pr products produced for the
first month; January 2012
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

 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

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)

 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.

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
 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.
 12

10

8 Drinks Alcohol

6 Would Love To Taste

Scossa Dice Mix
4
Would Pay Php35.00 for It
2

0
Ages 40-35 Ages 36-25 Ages 26-20 Ages 20-18

Graph 1.1 shows the results of survey conducted by group members,

showing us the relative market that Scossa Dice should concentrate itself
in.

VII. Conclusion

The very core of this marketing plan is on launching

to its market. If this marketing plan is carried

out properly, and diligently, it’s marketing launching will not be a

bother. This marketing plan, and the structure it decided to take as

a frame is as steady as that of Greece.

 VIII. Appendix

Ingredients Content/Purchase Price Price per Cup

1. Tanduay Ice 240 Bottles Php620.00 Php15.00

2. Del Monte 46Oz Php68.30 Php12.00

Four
Seasons
3. Nature 3Kilos/Pack Php22.00 Php3.00
Spring Ice
4. Plastic Cups 50pcs (12Oz)/Pack Php120.00 Php3.00
w/Cover
5. Straw 50Pcs./pack Php18.40 Php1.00

Table 1.1 showing the first purchase of Scossa Dice as for its launch

Ingredients Content/Purchase Price Units Produced by

January 2012
1. Tanduay Ice 240 Bottles Php620.00 50 cups

2. Del Monte 46Oz (7cans) Php478.1 53 cups

Four
Seasons
3. Nature 3Kilos/Pack Php110.00 50cups
Spring Ice (5packs)
4. Plastic 50pcs (12Oz)/Pack Php120.00 50cups
Cups
w/Cover
5. Straw 50Pcs./pack Php18.40 50cups

Table 1.2 showing the purchases made and number pr products produced for the
first month; January 2012
12

10

8 Drinks Alcohol

6 Would Love To Taste

Scossa Dice Mix
4
Would Pay Php35.00 for It
2

0
Ages 40-35 Ages 36-25 Ages 26-20 Ages 20-18

Graph 1.1 shows the results of survey conducted by group

members, showing us the relative market that Scossa Dice
should concentrate itself in.