Marketing Plan

Presented to:

Ms. Femilene P. Oidem

Presented by:

Argullano, Aaliyah Katrina T.

De Mesa, Jashel Joy Salvacion F.

Mabuti, Achilles C.

Masulit, Zoe M.

Terrenal, Yezha A.

Yumul, Samantha Jaunie C.

1 | Universal Robina Corporation

 Table of Contents
CHAPTER I: Executive Summary ............................................................................................ 5

CHAPTER II: Business Overview ............................................................................................. 8

CHAPTER III: Market Analysis .............................................................................................. 13

Current Products......................................................................................................... 13

Current Target Markets .............................................................................................. 16

Current Competitors .................................................................................................. 18

CHAPTER IV: Marketing Strategy .........................................................................................

21

Planet and People Friendly Culture ............................................................................. 21

Product Supply Chain Transformation.......................................................................... 22

Partner of choice .......................................................................................................... 23

Products and Brands People Love ................................................................................ 24

CHAPTER V: Marketing Objectives .......................................................................................

31

Financial Objectives .................................................................................................... 33

CHAPTER VI: Marketing Implementation ............................................................................ 35

Marketing Mix ............................................................................................................. 35

Tactical Plans ............................................................................................................... 37

CHAPTER VII: Marketing Control ....................................................................................... 40

Internal Controls……………………………………………………………………… 40

Management Approach for Impacts and Risks…………………………………….… 40

Proposed Marketing Strategy …………………...…………………………………… 43

2 | Universal Robina Corporation

CHAPTER VIII: Marketing Budget ..................................................................................... 51

CHAPTER IX: Appendix…………………………………………………………………….. 54

EXECUTIVE SUMMARY

3 | Universal Robina Corporation

 I. Executive Summary

One of the biggest food manufacturing companies in the Philippines and a market leader
in the snack food sector is Universal Robina Corporation, founded in 1954 by Mr. John
Gokongwei. It does a fantastic job of offering high-quality goods and services in the Philippines
and other Southeast Asian nations. In addition to producing and distributing branded consumer
foods, raising pigs and day-old chicks, making animal and fish feed, producing glucose and
veterinary compounds, milling and refining flour and sugar are also food-related businesses that
Universal Robina is involved in. The Branded Consumer Food Groups (BCFG), the Agro-
Industrial Group (AIG), and the Commodity Food Groups (CFG) are the three sectors that
Universal Robina Corporation manages.

URC continues to live up to its motto, "Give Fun," and always looks forward to
providing world-class brands, encouraging an innovative culture, and positive workplace
relationships. The business ensures that it operates with integrity and fairness, is deeply
committed to good governance, and develops transparency to create a sustainable company that
satisfies the highest standards. URC engages in the production of a variety of diversified foods,
and beverages that aid in the company's stability and revenue expansion. However, URC might
encounter limitations in how its business operates due to political or economic changes.

The business could connect with customers by utilizing a number of platforms using TV,
radio, print, and social media to reach different target markets and creatively and effectively
communicate a message. Due to the diversity of users on social media, another marketing
strategy to be suggested is inbound marketing, such as producing blog/vlog content, campaigns,
or video series.

URC's Branded Consumer Food Group primarily targets young and millennial consumers
aged 10-45, regardless of gender, income level, religion, level of education, social class ABCD,
or other factors. URC offers a variety of products that consumers can choose from based on their
needs and budget. URC is one of the leading Branded Consumer Food Groups in Asean Markets,
selling on-the-go snacks, foods, and beverages. Another target market for URC is "People on the

4 | Universal Robina Corporation

move," such as athletes, students, or workers. URC sells products that are convenient and easy to
consume for customers. Furthermore, because Sari-Sari stores are becoming more prevalent,
URC is targeting those Sari-Sari Stores/owners, both retail and wholesale. As the largest
manufacturer of branded consumer goods, URC meets the needs of sari-sari retailers and
wholesalers by offering a broader range of food and snack necessities. This opportunity allows
URC to reach out to more potential customers and grow their market.

For the Agro-Industrial Group, URC produces products like sugar, flour, pasta, poultry
and veterinary products. URC is the world's largest producer and distributor of soft and hard
wheat flour for institutional and commercial markets. That is why one of their target markets are
Pastry Businesses/Owners. For hog farming businesses, Uno + Hog feeds are the most effective
hog feeds on the market. Lastly, for households, URC has introduced a new line of high-quality
processed meats. Tocino, Honeycured Bacon, and Skinless Longganisa are among the products
available. All products are hormone- and antibiotic-free and safe for the entire family to
consume.

Some of URC’s competitors are: San Miguel Corporation, one of the Philippines' leading
food and beverage companies, it covers the entire value chain of high-quality food products.
Secondly, DOLE is a company that only produces and sells fruit drinks and snacks. Their goal is
to provide good nutrition and wellness to their customers. Next is Fresh Del Monte. One of the
world's leading highly integrated manufacturers, suppliers, and marketers of freshly harvested
fruits and vegetables, which include prepared fruits and vegetables, food and beverages. Lastly,
The Republic Biscuit Corporation, also known as Rebisco, is one of URC's main competitors in
the food and snack market. Rebisco offers a wide range of food and snacks to their customers.

5 | Universal Robina Corporation

BUSINESS OVERVIEW

6 | Universal Robina Corporation

II. Business Overview

The founder of Universal Robina Corporation is Mr. John Gokongwei Jr. URC has been
in business for over 50 years and is known as the "first Philippine multinational," becoming one
of the leading snack food and beverage companies in ASEAN markets. URC's food and beverage
operations include consumer goods, hog and poultry production, animal feeds and veterinary
products, flour and sugar milling. URC has control over their food business through their
operating divisions, which are wholly-owned subsidiaries. The existence of various subsidiaries
enables URC to operate and distribute its branded consumer goods not only in the Philippines,
but also in ASEAN markets and other countries.

Strengths Weaknesses

● Agro-Industrial Segment: The market ● Unhealthy Products: URC

for URC is cyclical, highly competitive, produces products that contain
widely diversified, and primarily unhealthy ingredients that are high
domestic. URC aims to operate branded in calories, salt/sodium, and sugar.
consumer foods, agro-industrial products, (e.g., Jack ‘n Jill products)
and commodity food products.
● Weak Cash Flow: Due to
● Market Position: URC has established a uncollected receivable or unpaid
strong brand and market positioning to its debt of trade debtors, the cash flow
consumers. of URC can be weak if the cash
liquidity doesn't meet and is not
● Products: The company offers a variety targeted.
of products that consumers can choose
from. Their products range from sweets, ● Waste Management: Since URC’s
chips to noodles and beverages where majority products are instant foods,
consumers can satisfy their cravings. its food packaging are plastic foil
and junk food wrappers, which take
● Supply Chain: The key to URC's success too long to biodegrade and can
has been identified as the development of make waste management more
strong brands, a robust product difficult.
innovation pipeline, and world-class
manufacturing and supply chain ● Unrecognized Products: variations
capabilities. The company gets along well of items that are not selling in the
with its suppliers. They see to it that they market as a result of a lack of
gain from one another and aid one
product advertising on any
another in succeeding.
platforms, which could have an

7 | Universal Robina Corporation

● Distribution Network: URC has wide impact on the company's earnings if
distribution and sales since they can some of its products are not selling
swifty distribute their products. They can in the market.
make more money the more they sell.
URC primarily distributes its branded
food products to supermarkets, in
addition to top wholesalers, big
convenience stores, large trading
businesses, and regional distributors who
then distribute the corporation's goods to
smaller retailers and downstream
markets.

● Affordability: URC’s products have

affordable prices that make everyone in
every social class purchase these items.

● Employees: The employees of the

company are well-trained to do their
tasks. The personnel can perform their
job on time to meet their target
production.

● Good Governance: The company is

managed by competent management, and
the executives are ideal role models in
establishing a team mentality.

● Launching new products: By releasing

new products and engaging in
promotional efforts, the business will be
able to serve more clients and grow its
sales. The company has consistently
placed a high priority on new product
development and growth.

8 | Universal Robina Corporation

 Opportunity Threats

● Consumer Habits: With the busy ● Health Consciousness: Individuals

lifestyle growing quickly, stress and are practicing healthy living more
anxiety levels have risen as well. Because and more, which is posing a threat
the human body needs more energy to to the business. People who are
function, this has led to a rise in the concerned about their health won't
consumption of foods high in calories and prioritize Universal Robina's
sugar. People who experience high levels products because they tend to be
of anxiety may also find solace in sweets. unhealthy and will instead search
for alternatives that will meet their
● Growing Local Stores: There are new needs and desires.
and numerous “sari-sari” stores that are
being established in rural and urban areas ● Competitors: Due to the growing
that offer many and different URC number of competitors, the most
products. This helps the company gain immediate threat to the Universal
more revenue and have a wider Robina Corporation is rivalry
recognition for their owned brands. among competing firms. When it
(e.g,. tindahan, convenience stores) comes to purchasing a product,
buyers have a lot of factors to
● Growing Snack Market: It is essential to consider. This will result in shifting
innovate and adapt frequently in the fast- consumer preferences, increasing
paced nature of industry in order to buyers' bargaining power.
maintain or develop competitive Substitutes pose a significant threat.
advantages for the company to use in the Buyers will have more options to
global market. URC made the decision to choose from when it comes to
focus on inclusive development, and their satisfying their requirements as
approach was to be open and responsible more substitute products become
with their stakeholders. available.

● Identical Products: An increase in

similar products from other
companies at lower prices will
allow consumers to purchase them
as opposed to buying quality at an
affordable price, resulting in a loss
of revenue and a loss of brand
image.

9 | Universal Robina Corporation

● Environmental Changes: The cost
of raw materials as well as URC's
capacity to obtain them may be
impacted by the weather. Such as,
the decreased availability of sugar
cane has an impact on certain
activities, including its milling of
sugar cane.

10 | Universal Robina Corporation

 MARKET ANALYSIS

III. Market Analysis

A. Current Products

11 | Universal Robina Corporation

 - The company specializes in distribution of processed food to meet its objective of a
consumer-ready product through constant innovations, strong distribution capabilities,
and effective marketing campaigns.

Jack n’ Jill
URC’s snack food megabrand, Jack ‘n Jill, offers one of the most diverse portfolios of products
in the Philippines. With its wide array of salty snacks, cakes, biscuits, candies and chocolates,
Jack ‘n Jill makes the Filipinos' snacking experience more fun and enjoyable.

Beverages
URC has expanded its product portfolio by offering coffee, juices, water, and an RTD chocolate.

Calbee
URC partnered with Japan's leading snack brand, Calbee, to level up Filipinos' snacking
experience. Calbee offers an authentic Japanese experience with its wide range of innovative and
dynamic potato chip products.

12 | Universal Robina Corporation

 Conagra
URC strengthened its beverages portfolio through its partnership with Conagra Brands, Inc.,
making Swiss Miss widely available in the Philippines.

Danone
Diversifying its beverage portfolio, URC formed a joint venture with European food and
beverage manufacturer Danone to offer Filipinos B'lue.

El Real
All El Real pasta products are a good source of both fiber and iron that makes it a good food
selection for both kids and adults.

Nissin
A delicious dish made with simple, flavorful items that will fill you up.

13 | Universal Robina Corporation

 Payless
Payless is a value-for-money instant noodles brand.

Vitasoy
Vitasoy, a nutritious and great-tasting soy milk drink to deliver the natural goodness of soy in a
drink that is expertly crafted to satisfy the Filipino's palate.

Robina Farms

14 | Universal Robina Corporation

 B. Current Target Market(s)

The target markets for each of the specialized groups that the Universal Robina
Corporation has are different. Since they sell trendy, on-the-go snacks, foods, and beverages that
these potential customers can consume, Branded Consumer Food Group (BCFG) targets young
and millennial consumers as their market. As a provider of agricultural products, Agro-Industrial
Group (AIG) focuses on catering to families, hotel accommodations, and restaurants. Given that
the company sells products like flour and pasta among other things, Commodity Foods Group's
target market is families.

● Demographics (ages 10-45, M/F, social class ABCDE, single/married)

URC serves a diversified demographic target market, broadly growing in the ASEAN and
Oceania areas through continuous processing of internationally acknowledged, high-quality
products developed for ages 10-45, independent of gender, income, level of education, religion,
and so on.

For instance, the way they implement Calbee, which caters to upper-class consumers who
purchase in grocery stores and who value a Japanese profile to their chips, differs from how they
implement Payless, a brand of affordable noodles sold primarily in sari-sari stores.

● Sari-Sari store owners (retailers & wholesalers)

One of the biggest manufacturers of branded consumer food and beverage products in the
Philippines is Universal Robina Corporation (URC). URC provides a range of goods and grocery
necessities that sari-sari shops and wholesalers demand.

15 | Universal Robina Corporation

 Since sari-sari stores and wholesalers sell consumers essential goods that may originate
from URC, they can help URC expand its market range because URC may then become their
main supplier.

● People on the go, athletes, etc.

URC products are something you can bring around and eat anywhere and people who are
on the go such as people who travel, in school, and any other places will value this since they can
take it with them and enjoy them anyplace.

URC offers many varieties of snacks and beverages that also can apply to athletes.
Athletes who crave snacks and beverages will surely like URC products plus it is convenient and
available anywhere.

Agro-Industrial and Commodities

The Agro-Industrial Group, Sugar and Renewables Group, and Flour and Pasta Division
make up the Agro-Industrial and Commodities group (AIC). In terms of revenue, it offers the
company a 20% contribution. AIC supports the branded consumer foods industry through its end
products, like sugar and flour, as a vertically integrated company.

● Pastry Businesses/Restaurants

URC produces and distributes both soft and hard wheat flour for institutional and
commercial markets. UNIVERSAL, GLOBE First Class Flour, and Blend 100 Flour are the
brands for hard flours. The soft flour category includes the MY ROSE and SAMPAGUITA
brands. One example of a specialty flour brand is CONTINENTAL All-Purpose Flour. Other
brands include DAISY Cake Flour, FibrA+ Whole Wheat Flour, and NOODELICIOUS Noodle
Flour.

● Hog Farming Businesses/Owners

16 | Universal Robina Corporation

 For hog farmers nationwide, Uno + Hog feeds have proven to be the most effective hog
feed on the market. Due to this, Supremo Smaxxx gamefowl superiority has once again proven
its worth by having one of our Supremo Smaxxx Kabalikat Farms win the prestigious 2018
Bakbakan championship, besting thousands of entries from both domestic and international
sources.

● Family Households

To increase the value of their portfolio of branded products sold under the Robina Farms
name, URC recently introduced a new line of processed meat products. They offer high-quality
processed meat products like Tocino, Honeycured Bacon, and Skinless Longganisa to
households looking for more options. URC’s products are produced in accordance with the
highest standards set by Robina Farms, making them hormone-free and antibiotic-free and safe
for consumption by the entire family.

The No hormone, No antibiotic residue claim of the Robina Farm Table egg brands has
also piqued consumer interest and loyalty. The biggest bakeries in the nation as well as domestic
households have confidence and trust in this positioning. The Robina Farm Brand has gained
popularity and volume, which has led Robina Farms to increase its commercial table egg
production by 50% by 2019.

C. Current Competitors
● San Miguel Pure Foods

San Miguel Pure Foods, a well-known Philippine food and beverage company, leads the
industry in a number of significant categories. Along with a comprehensive range of household,
institutional, and foodservice, it also covers the whole value chain of high-quality food products
and services.

Both San Miguel PureFoods and URC provide a large wide variety of food products. The
four business segments of San Miguel Pure Foods include agro-industrial, value-added meats,
milling, and others. In contrast, Universal Robina Corporation (URC) is a major manufacturer of

17 | Universal Robina Corporation

branded consumer products in the Philippines and is growing across the ASEAN region. In
addition, URC has a larger distribution network, broader food chains, and more effective
marketing than San Miguel Pure Foods.

● Dole

DOLE is a company that only manufactures and sells fruit beverages and snacks. DOLE
values their customers' health, which is why all of their products are made from real fruits. Their
goal is to provide their customers with good nutrition and wellness.

DOLE only sells beverages, fruit bowl snacks, and canned fruits, whereas URC offers
biscuits, pasta, and instant noodles in addition to beverages. The disadvantage of URC is that
they only offer a few healthy options to their customers. Unlike DOLE, all of their products are
made from natural fruits, are vegetarian, and are low in fructose.

● Fresh Del Monte

One of the leading highly integrated manufacturers, suppliers, and marketers of fresh and
newly harvested fruits and vegetables in the world. More than 90 nations across the world sell
their products, which include prepared fruit and vegetables, juices, drinks, snacks, and sweets.
Similar to the URC, it provides a range of food items. In addition, URC focuses more on
ready-to-eat or take-out drinks and snacks than Fresh Del Monte, which sells fresh goods.

● Rebisco

One of URC's main rivals in the food and snack market is The Republic Biscuit
Corporation, also known as Rebisco. Rebisco has been in operation for over 45 years. Rebisco
and URC both provide a variety of food and snacks to their customers.

Rebisco products include biscuits, ice cream, chips, chewing gums and candies, nuts and
seeds, chocolate, wafers, and cake snacks. URC, on the other hand, offers a wider range of
products and services. Along with biscuits, URC offers a variety of drinks, instant noodles, pasta,

18 | Universal Robina Corporation

and chips. In terms of flavor, Rebisco offers a wider range of flavors on biscuits and crackers
than URC.

MARKETING STRATEGY

19 | Universal Robina Corporation

IV. Marketing Strategy

A. URC Marketing Strategy

Some food producers, like Universal Robina Corporation, have introduced variations of
their well-liked products to cater to the current consumer demands. Even if these were excellent,
it wouldn't matter if people weren't aware of them. The manufacturer would not have been able
to satisfy the needs or desires of their customers if the appropriate advertising or marketing
strategies were not in place.

I. Planet and People Friendly Culture

URC positions itself sustainably by evidently showcasing its commitment to instilling a
“People & Planet Friendly Culture” that marked its operation last 2018. The years 2018–2019
saw the implementation of URC's corporate strategy drive and supplementary Phase 1 materiality
areas, respectively. In alignment with the United Nations Sustainable Development Goals, the
corresponding focus areas of their sustainable work are derivatives of URC's purpose and values:
(1) Make good food choices for everyone; (2) Put people first.Dare to do so. Move forward fast.
Own it.

The groundwork is initially devised from the parenthetical culture, heritage, and actions
that guide it toward three fundamental concepts: good governance; people and stakeholders'
engagement; and shared success. These six focus areas centralize in: (1) People & Communities;
(2) Climate Action; (3) Water; (4) Products; (5) Packaging; (6) Sourcing.

People & Communities

20 | Universal Robina Corporation

 Universal Robina Corporation's (URC) focus is to help improve the quality of life by
supporting activities that contribute to education and youth development (Corporate Social
Responsibility, n.d.). The local community beneficiaries fostered programs inclusive of the
agricultural, entrepreneurial, and educational sectors in the process of seeking to grow an
environmental resolute supervised by the company.

● Agricultural
With community welfare in mind, URC's Agro-Industrial Group (AIG) launched a
program to empower farmers' lives by adopting cutting-edge farming technologies and
management procedures. The AIG Kabalikat program develops a systematic knowledge transfer
curriculum wherein lectures on bio-security systems stimulate its expansion nationwide in
partnership with the Barangay Uno+ Hog Farms, the Barangay Supremo Gamefowl Farms, and
the Kabalikat Poultry Farms. Subsequently, Kabalikat Village Hub last year supported
entrepreneurs and individuals by supplying premium-quality products for business and
household consumption.

II. Product Supply Chain Transformation

In order to improve customer happiness, market reach, productivity, cost efficiencies, and
service responsiveness throughout our end-to-end product supply chain, URC is continuously
changing their operating model. In order to provide seamless integration between order planning,
procurement, manufacturing, and shipping, they began altering their organizational structure in
2018.

LEAN Manufacturing Excellence

They keep implementing best practices to reduce waste and enhance conversion costs. In
one of their largest and most varied facilities in the Philippines (in terms of manufacturing lines),
they piloted LEAN manufacturing in 2019. They want to develop a procedure that can be
replicated through this pilot that lowers the cost of utilities and wasted materials, increases
manufacturing yields, and maximizes labor productivity. Over a period of three years, they
anticipate LEAN to save the Philippines a total of one billion pesos.

21 | Universal Robina Corporation

 In order to reduce loss of raw materials and final items, a more collaborative approach
was also made possible by the new integrated supply chain structure. As a result, the ratios of
energy and water usage were improved by more than 10%, and manufacturing waste was
decreased by 30 basis points. As they implement LEAN and apply the lessons they learned from
the pilot to all sites in the Philippines, they anticipate greater savings in 2020. Now that they
have moved beyond production, they are extending this initiative to include formulation,
packaging, and logistics.

Better Sales & Operations Planning

They changed the management of their sales and operational planning in 2019. Forecast
coordination was synchronized across the value chain, and collaboration and procedural
discipline were both greatly improved. They therefore greatly enhanced the prompt fulfillment of
customer orders and the market-freshness of their products. In the most sophisticated business
divisions, the enterprise order fill rate exceeded 90%, and in the simpler SKU line up processes,
it was well over 95%.

Supply Network Design (SND)

Due to the number of facilities in the area and because more space and capacity are
required to accommodate future expansion, SND aims to optimize their whole production
network. Their domestic and international businesses will both be affected by this change, which
follows a multi-phased strategy similar to LEAN.

They were able to spot chances to increase long-term cost reductions while fostering
future business growth. Their research offered a preliminary road map of the best supply points
to match with the centers of strength of the demand. As a result, some facility optimization and
consolidation will be necessary to strike a balance between cost and supply security. Their
supply network's final form will improve regional sourcing assistance and allow them to grow
their global exports firm.

III. Partner of choice

As society advances, so does the retail landscape. URC has acquired capabilities to serve
the retail landscape as a result of their decades of experience. URC has become one of the

22 | Universal Robina Corporation

biggest suppliers of top retailers today as a result of customer engagement with their diverse
product offerings and price points. As URC expands, they focus on reinvesting in capabilities
that will make distribution and account management more efficient in marketing their products.
In addition, URC intends to increase collaboration with long-term customers and suppliers in
order to become a strong partner of choice.

Implementing Sales Force Automation aids URC in its vision of leapfrogging their
distribution, which entails exploring new technologies that may benefit and provide URC with
opportunities through digitalization. This implementation enables additional URC distributors to
cover more stores in the Philippines or ASEAN markets. In addition, URC employs the use of
geotagging, which allows URC to monitor salesman productivity when it comes to daily routes
and product distribution.

General Trade: Route-To-Market Strategy

Having a consistent perfect store presence and excellent merchandising aids URC's
strategy of increasing direct distribution or coverage while improving productivity and sales
quality. Because of this strategy, it surpassed URC's initial target and significantly contributed to
Branded Consumer Goods Philippines.

Modern Trade Key Accounts: Joint Business Planning

Because the trade dynamics have shifted to modern retails, URC made an investment in
modern retails to support them in gradually changing their engagement across various locations
nationwide. URC has re-engaged with their key customers as a result of Joint Business Planning,
which also assists URC with its strategic partnerships. Furthermore, URC is taking advantage of
their key customers' aggressive growth rates and plans to develop better shopping plans with
them. Because of their continuous engagement with their customers, URC began to be
recognized as a preferred supplier by their key customers.

IV. Products and Brands People Love

Innovation Process Management

23 | Universal Robina Corporation

 URC established the Innovation Process Management in 2018. It is a platform that will
further enhance the ability of URC to launch a new brand. With this platform, URC aims to
strengthen the insighting process in order to drive new product development and brand
renovation while still maintaining the entrepreneurial speed and agility. IPM was also a
cornerstone of our "Where-to-Play'' strategy, which was classified as Grow the Core and Expand
for More. Grow the Core plans ensure that the core products remain competitive by revisiting the
proposition, while Expand for More plans focus on adjacencies in the existing categories,
emerging trends, and new sources of growth. In 2019, the IPM delivered the following:

Relaunch of Great Taste White:

The relaunch of Great Taste White was deemed the most important priority in 2019. URC
improved the Great Taste White product with a new formula and packaging, as well as new two
flavors: White Caramel and White Crema. This relaunch allows URC to offer a wider variety of
white coffee mix to the market, providing the market with more white coffee mix options to
enjoy.

Piattos and V-Cut Party Packs:

Piattos and V-Cut are considered to be one of the high-selling snacks of URC. URC
began extending their popular snacking portfolio at both ends of the price points. They launched
a Supersized Packs of Piattos and V-Cut that is price higher than P55.00, which can raise the
average selling prices, while URC launched Mr. Chips at P3.00 to compete in the 1-5 pesos price
range.

Chicharon ni Mang Juan:

URC introduced a new Chicharon ni Mang Juan flavor to the market: Chicharon ni Mang
Juan in Classic Chicharon Flavor. URC continues to engage their customers by introducing new
flavors and expanding their snack category. Furthermore, URC expanded their snack line
internationally. URC introduced a new Roller Coaster flavor in Thailand, Roller Coaster Spicy
Shrimp, as well as a limited edition Thins Pink Himalayan Salt flavor in Oceania.

URC also launched the following:

24 | Universal Robina Corporation

 URC relaunched Cloud 9, and URC capitalized on the brand's key strength as we
translated it into a new look and campaign.

In the Noodles Category, URC have been strengthening the Nissin Cup Noodles brand by
introducing a Cheesy Seafood flavor to provide consumers with a new and exciting experience
with their beloved Nissin Seafood flavor.

URC began developing our wellness portfolio in order to serve consumers who are
actively seeking healthier snacking options. In the first quarter, we introduced Nice & Natural
snack bars in the Philippines, Indonesia, and Natural Chip Co. Veggie Rings are popular in
Australia.

URC also introduced C2 Plus Fiber in Green Apple and Pineapple flavors in Beverages,
a functional adjacency of our C2 brand that promotes better digestion.

As a response to a new snacking trend, URC had launched a classic crunch version of
Nova. The sodium content of Nova Classic Crunch is approximately 90mg per serving.

New Snacking Trends

Another wellness play is the recent launch of Vitasoy Milky in 1 liter Tetra, which is
intended at the larger mainstream dairy segment in the Philippines because it delivers the creamy
and milky taste of soy milk without the beany taste.

Internationally, URC launched snacking crackers such as Natural Cracker Co. in Oceania,
and Kettle Flat Bread Crackers in Australia. While in New Zealand, URC launched Snax
Crunches and Huntley & Palmers Lavosh Crisps.

B. The Competitors’ Marketing Strategy

I. San Miguel Corporation

San Miguel Corporation helps people to enjoy and make progress with their lives
by providing quality, affordable, and diverse products to their customers.

● Enhance Value of the Established Business

25 | Universal Robina Corporation

 San Miguel Corporation strives for greater efficiencies and excellence in its business
operations. San Miguel Corporation improves their established businesses by increasing store
visibility and focusing on target markets or areas where there is room for growth.

● Continue to diversify into industries that underpin the development and growth of the
Philippine economy

Aside from organic growth, San Miguel Corporation wishes to maintain a strategic
acquisition, or to use or purchase another brand in order to make a better profit together than
alone.

● Identify and pursue synergies across businesses through vertical integration, platform
matching, and channel management

San Miguel intends to broaden their product distribution network and expand their
customer base by identifying different forms of collaboration and interaction with their
businesses. San Miguel also intends to incorporate their newly acquired businesses' production
and distribution.

● Invest in and develop businesses with market leading positions

San Miguel intends to strengthen its market position in the Philippines by continuing to
introduce new products and services to the public. San Miguel may invest in developing and
expanding their existing businesses.

● Adopt world leading practices

With the help of San Miguel’s partnership with Kirin, Nihon Yamamura, and Hormel,
San Miguel wants to develop strategic plans for their beverages, packaging, and food businesses.

II. DOLE

DOLE plc's management has a proven track record of yielding steady, sustained growth.
In the coming years, they’re committed to expanding their company and pursuing new heights of
success.

26 | Universal Robina Corporation

 DOLE aims to deliver a compelling proposition to our customers and products that both
meet and exceed customer expectations everywhere.

● Continue to invest in the fresh produce market

In terms of fresh produce, DOLE is the industry leader. DOLE, as the market's largest
company, intends to invest in the category and ensure that customers are well-informed about the
nutrition and benefits of their products.

● Develop new product and drive innovation

Because of the customer insights and unique market knowledge of DOLE, it helps
them to use those knowledge for their business and product development and innovation.

● Expand the presence in growing categories

DOLE plc plans to expand their product line into new market segments. Their strategy is
to keep innovating and creating a diverse range of products such as ready-to-eat meals, meal kits,
and bagged salads.

● Optimize the Supply Chain

DOLE plans to bring the grower and consumers closer together. Because of DOLE's

expanded market access, they hope to improve supply chain responsiveness and real-time

product delivery. DOLE will be able to differentiate themselves from their competitors by

implementing supply optimization.

III. Fresh Del Monte

Fresh Del Monte's mission is to provide every Filipino family with nutritious and
delicious food and beverages. To achieve their goal, Fresh Del Monte has developed five
strategic pillars, which are:

● Strengthen the Core

27 | Universal Robina Corporation

 Fresh Del Monte focuses on enhancing their core values in order to reach more customers
and provide them with healthy products. Their core values consist of; (1) Championing Together,
(2) Healthy Families, (3) Ownership with Integrity, (4) Innovation, (5) Commitment to society
and environment, and (6) Excellence in everything we do.

● Expand the Product Portfolio

Fresh Del Monte expands their product portfolio to strategize their market. This allows
them to provide context and detailed structures for their product and business operation. This
may help their investors in seeing the long-term value stock and growth opportunities within
their company.

● Expand the Market

Fresh Del Monte can reach more customers nationwide by expanding its market. Fresh
Del Monte plans to open more stores and develop products for the new market.

● Improve Operational Excellence and Sustainability

Fresh Del Monte focuses on business operations in order to provide and produce better
products for their customers. They are also focused on creating a brand and products that are
both environmentally and socially responsible.

● Strive for Commercial Excellence

Fresh Del Monte has been consistent in improving their sales and distribution, and price
of their products.

IV. Rebisco

Rebisco's market strategy is market-driven; they develop their product portfolio and
promotions based on consumer needs.

Furthermore, Rebisco enters new markets through food exhibits and participation in local
and international trade commissions, which increase the visibility of the Rebisco brand and

28 | Universal Robina Corporation

products. When Rebisco recognizes a new market opportunity and product acceptance in that
market, Rebisco will now invest in that market to maintain and maximize business potential.

Rebisco continues to expand their business because Rebisco is an associate of the

Premier Volleyball League in the Philippines, and the name "Rebisco" is also used as the
team name every time Philippine Volleyball competes on an international level. With the
help of this chance, Rebisco can market their goods both domestically and internationally.

MARKETING OBJECTIVES

29 | Universal Robina Corporation

V. Marketing Objectives

A. Marketing Objectives of URC

In the growing and evolving world, it has become easier for businesses like URC to
inform and reach their target audience by utilizing large social media platforms. Along with their
marketing strategies comes their marketing objectives. URC strives to accommodate customers
where they are. They aim to offer delicious food choices to satisfy everyone. By having effective
marketing strategies, URC can accomplish their goals of meeting and adjusting with the demands
and changes of the economy, consumers, and environment.

URC proved and accomplished one of their marketing objectives during COVID-19.
Numerous consumers switched to purchasing goods in bulk or in large quantities during the
quarantine period, a need that URC met by providing C2 Clean & Clear in the Litro variant.
They are able to provide the right pack to the right people at the ideal time, place, and moment
thanks to Facebook. The customers of URC are ultimately the big winners in this situation
because they now know where to find, how to purchase, and can enjoy their favorite C2 beverage
at home with their families.

Must be able to combine the importance of winning with the qualities of dynamism,
honesty, and courage

By providing its employees with health and wellness initiatives, Universal Robina
encourages a good balance between their professional and personal lives. To lessen the stress
their employees experience at work, they plan activities just for them. Through the John
Gokongwei Institute for Leadership and Enterprise Development, or JG-ILED, the company
continuously offers its workers learning and development chances to better improve their

30 | Universal Robina Corporation

competencies. JG-ILED wants to build a productive company that will support the development
of each employee's mind and character.

The business also has a Conflict of Interest Committee that monitors any wrongdoing
within the organization. They should make sure that none of the committee members are biased
and are not benefiting personally. They should also enforce their gift receipt policies more
strictly. Gifts can only be accepted during the Christmas season, and they must be disclosed to
the Conflict of Interest Committee if they are worth more than P2,000. The corporation needs to
do a better job of encouraging its staff to report any wrongdoing or improper behavior.
Employees who are bold enough to report to the committee might be given rewards.

In order to keep up with the growing trend of healthy living, investments should be made
in better food products within the next three years.

They have an advantage over their rivals thanks to their well-known healthy food goods
like their biscuits from Jack n' Jill and their currently available beverages like C2, Blued, and
Vitasoy. In order to broaden their target market and raise their sales, Universal Robina
Corporation should keep chasing this market.

Additionally, they should spend more money on research and development so they can
figure out new methods to make healthier foods and beverages. In accordance with this, URC
might collaborate with other businesses who make healthy snacks to see what strategies they
could implement in their own business to succeed in this market.

Within two years, adopt a more efficient method of production and other operations while
taking the environment into account.

URC is ensuring that the raw materials they are using to produce their products come
from businesses that are sustainable and regularly go through audits. Additionally, they are
converting the hog and poultry manures on their farms into electricity, which lowers their costs.

Reduce, reuse, and recycle are existing practices, and as of 2017, they have begun the
process of absorbing and liquefying the carbon dioxide they emit. Additionally, they have been

31 | Universal Robina Corporation

turning their business units' wastes, like their scrap plastic, into marketable commodities. To
further enhance its efforts to protect the environment.

B. Financial Objectives of URC

URCs finance costs consist mainly of interest expense which decreased by P318 million
or 31.78%, to P683 million in fiscal 2012 from P1.001 billion recorded in fiscal 2011 due to
decline in level of financial debt resulting from settlement of long-term debt. The company set an
objective for years come:

- Improving the debt-to-equity ratio by reducing debts by 10% to 20%

- Improving net revenue by selling products to other overseas buyers for a 20% premium

URC sales for the nine months ending September 30, 2020, totaled Php 99.8 billion, up 2%
in constant currency and at par in reported pesos compared to the same period last year. The
pandemic has worsened market conditions and caused market declines in a number of the snack
food and beverage categories in which the company competes.

Despite of the challenges URC has objectives and operation to perform that aims to
increase the net income of the company. URC increased market shares in all key categories.

32 | Universal Robina Corporation

 MARKETING
IMPLEMENTATION

33 | Universal Robina Corporation

VI. Marketing Implementation

A. Marketing Mix
1. Product

URC is involved in a variety of food-related businesses, including the manufacturing and

distribution of branded consumer snack foods and beverages, as well as the sale of commodities
like sugar and flour as well as hogs, animal feed, and other related goods, as well as agro-
industrial businesses. Over the years, URC has developed three powerful regional brands: Great
Taste for coffee, C2 Cool and Clean for ready-to-drink tea, and Jack 'n Jill for snack foods. All
over ASEAN, these brands are rising in popularity.

2. Price
● Bundle Pricing Strategy
- A marketing strategy in which two or more products are bundled together and
sold for a lower price as opposed to if they were sold separately.
● Value-Based Pricing

- Instead of marking up products based on various costs, value-pricing bases their

prices on what they believe their customers are willing to pay for a service or
product. This pricing strategy is primarily based on the perceived value of a
product or service by consumers.
3. Place

Universal Robina Corporation is world-class manufacturing and supply chain

management. URC is located at 8/F, Tera Tower, Bridgetowne E. Rodriguez, Jr. Avenue (C5
Road) Ugong Norte, Quezon City.

4. Promotion

34 | Universal Robina Corporation

 URC employs the following promotions to broaden its reach among its target market and
potential customers and raise customer engagement: mobile ad creative, flash sales, vouchers and
coupons, contests, and giveaways.

● Mobile Ad Creative
- Any form of advertising that appears on mobile devices, such as smartphones and tablets.
The creative is through Image text and banner ads: Users who click on their ads are
redirected to the advertiser's page by opening it up on a browser.
- URC used a mobile ad creative to see what impact it would have on brand recognition
and brand awareness. By partnering with Facebook, URC saw this as another great
opportunity to test modern marketing tactics and understand current or arising best
practices in this sector, which Facebook has observed in nations all over the world. The
advertisement aims to showcase one of their products, the range of flavors of the
product, by showing a bag of "Piattos" potato chips in a certain amount of time. URC
achieved its objectives by partnering with Facebook in September and October 2020:
○ 16% increased recall of advertising
○ Brand recognition increased by 6.2X.

● Flash Sales
- A brief period of time during which a sale of goods at drastically reduced prices is held.
Flash sales enable retailers to offer a wide range of items at a significant discount.
- URC used flash sales during a specific month to increase the number of loyal customers,
increase conversion rates, and increase revenue. Accordingly, depending on where the
distributor network is situated (since it has numerous distributor networks), URC
commonly holds flash sales to make its products available to customers and maintain
affordable prices.

● E-Vouchers and Coupons

35 | Universal Robina Corporation

 - E-vouchers are discounts, offers, and promotions made available to current and potential
customers through an e-commerce website. Coupons aim to persuade a customer to make
a purchase at an e-commerce platform
- URC uses the e-voucher in conjunction with an e-commerce platform with the goal of
attracting customers to make purchases at an e-commerce website. Due to its
convenience, flexibility, and contactless distribution, it is intended to replicate the process
of a physical voucher.

● Contest and Giveaways

- Promotional giveaways and contests work hand in hand with event marketing and
advertising to raise awareness of the company's event
- URC has held giveaways and contests on a number of occasions. Because it organizes a
wide range of events, such as karitons parades, motorcades, teacher concerts, and
competitions with volunteerism as the theme, thus, the brand's visibility has increased
and engagement has risen as a result.

B. Tactical Plans
Investment in the Use of Social Media and the Internet

Regarding URC's strategy to enhance its marketing component, URC should spend more
money utilizing the Internet, which has assimilated into people's lifestyles, in addition to
modifying the packaging of their products and making infomercials available to the general
public. Every business's advertising campaigns have relied on the internet for years, which has
helped them lower their advertising expenses. According to this trend, it is easier to sell the
company's products through its eye-catching advertisements than it would be to primarily rely on
television and newspaper advertisements by taking advantage of the public's familiarity with
social media.

More international partnerships with successful snack and beverage manufacturers

36 | Universal Robina Corporation

 Given the success of the relationship with Calbee, Universal Robina should reach out to
other companies in the Asian region that primarily dealt with the sale of nuts, seeds, and other
organic-based snacks to propose partnerships with healthy-snack manufacturers like Australia's
Nuts' n' Co. Establishing a connection with organizations like Nuts' n' Co., which sells healthy
food items like oils and macadamia nuts, would assist URC in achieving our suggested goal of
increasing investment in healthy food alternatives in response to the rapidly growing trend in
healthy living. Additionally, this would boost URC's channel and enable them to serve a bigger
market.

Universal Robina Corporation’s Implementation of Strategy

● The management committee is in charge of strictly overseeing and controlling all aspects
of project execution, including task assignment.
● The accounting and finance committee must use the funds responsibly and adhere to the
budgeted costs of the project.
● The marketing committee is in charge of documenting the entire construction process as
well as creating strong publicity materials to support project improvement.
● The assigned monitoring team is in charge of ensuring the efficiency of the facility
production.
● The management will evaluate the completed project using the previously established
evaluation model.

37 | Universal Robina Corporation

MARKETING CONTROL

38 | Universal Robina Corporation

VII. Marketing Control

Internal Controls

The following are the strong and efficient process controls that they employ to achieve
the set goals and objectives:

● Keeping policies, processes, laws, and regulations in order

● Effective and cost-effective use of resources
● Checks and balances and appropriate task segregation
● Finding and addressing management deficiencies
● Information accuracy and reliability
● Proper protection of corporate assets and safeguarding of corporate resources through
early fraud identification and prevention

Management Approach for Impacts and Risks

● Conflict of Interest

URC’s internal managerial conduct measured via the Company’s Code of Business
Conduct and Conflict of Interest Policy oblige employees to constrain and conform upon the
firm’s etiquette across their individual’s conflict of interest situations to prevent issues that may
afflict their judgment in decision-making concerns.

● Conduct of Business and Fair Dealings

The firm’s personnel must fulfill their duty-bound to abstain from conflict-of-interest
situations in their transactions in recommending, endorsing, or approving either in the
procurement process or the exchange of commodities and services.

39 | Universal Robina Corporation

 ● Receipt of Gifts from Third Parties

The corporation grants patronage solely in the holiday season, specifically Christmas,
without limits on its value. Nevertheless, an estimate of 2,000 subsidies should disclose its
amount to the Conflicts of Interest committee.

● Compliance with Laws and Prohibition

The corporation strictly imposes its commerce to adhere in pertinence with the governing
laws and regulations. Any respective shortcomings detected are immediately addressed.

● Respect for Trade Secrets/Use of Non-Public Information

The corporation guarantees an accurate authorization of classified information through

their implemented policies. Public disclosure is permitted, conceding that reports of the SEC and
PSE are sanctioned by the Company’s recognized officers.

● Use of Company Funds, Assets, and Information

Employees are expected to protect the assets and resources of the company with honesty
and integrity. Employees are responsible for ensuring that these resources are used appropriately,
effectively, and efficiently.

● Employment and Labor Law and Policies

Compliance is ensured by the company's human resources department with labor and
employment rules and regulations.

● Disciplinary Actions

40 | Universal Robina Corporation

 Any violation of a Code of Business Conduct may lead to disciplinary measures, such as
firing and compensation for any loss suffered by the company as a result of the action of the
employee. If necessary, a violation could lead to taking legal action against the worker or
referring them to the proper levels of government.
● WhistleBlower

Any employee may raise concerns about potential Code of Business Conduct violations
or disclose them in writing to the Conflicts of Interest Committee (CICOM). Reports and
disclosures can be sent by email or written form. Every detail received in relation to the reports
or disclosures shall be treated as absolutely secret information and shall not be released to any
third parties without CICOM's prior approval.

● Conflict Resolution

The CICOM offers suggestions for actions to be used when there are conflicts of interest.
Choosing is executed by the Executive Committee. integral to URC's mission and values as well
as Ambition (PVA), which uses a four-pronged strategy. The Open-Door Policy contributes to
building trust inside the company. A managerial promise to follow policy is to leave the
colloquial, keep the door open to all staff members and foster trust at all levels.

Possibilities & Management Strategy URC believes there is potential in creating

platforms where anti-corruption policy modifications may cascade internally, through retraining
and many avenues of communication. Additionally, there is a chance to assess the efficiency of
the anti-corruption policies, particularly the routes where complaints can be lodged.

41 | Universal Robina Corporation

 A. Proposed Marketing Strategies

We have disseminated a survey that focuses on our proposed marketing strategies for
Universal Robina Corporation. We have determined the consumers’ preferences by them rating
the strategies. Through this survey, we can conclude which is the most effective and most
ineffective. We can also put in place a corrective action to get rid of the root of a problem or
nonconformity.

● TikTok advertisements and sponsorships of Jack ‘n Jill

Sample TikTok advertisement

Jack ‘n Jill TikTok ads will be shown when casually scrolling on the For You page. This
is to attract audiences and gain more attention to their underrated products.

42 | Universal Robina Corporation

● "Why knots?" Bundle Promo [Buy four pretzel snacks of any flavor and get 1 free V-cut
(60g)]

● Billboard Rental (Effective method of building brand awareness)

43 | Universal Robina Corporation

 ● Cause Marketing (Every purchase will result in a donation to charity)

Every purchase will go directly to a nonprofit organization, which further means its
founders will not receive any profits from it. Instead of using the funds it receives for its own
purposes, the corporation donates it. To improve the quality of a person's life, such as for health
and medicine, education, and charity support, it would organize an event of one of the URC
brands, such as the Jack 'n Jill fund event. Every three months, a cause marketing event will be
held, with a non-quota amount being donated to a charitable cause.

● Influencer Campaign

The success of influencer marketing depends on the ability of social media celebrities to
market goods and services to their audiences. Before engaging influencers to promote the brand,
the business must create a plan that will enable them to increase exposure, improve the
effectiveness of their campaign, and monitor development at every stage.

1. Set your marketing budget and objectives.

To ensure that the strategy is consistent all through the campaign, the business must
clearly define their objectives and annual spending limit.

2. Decide on the campaign type and key messages.

44 | Universal Robina Corporation

 When the business has a thorough understanding of their target market and buyer
personas, they must choose the kinds of campaigns they want to implement. Their influencer
campaigns should compel viewers to learn more about them or interact with their content, and
they should be alluring enough to entice influencers to collaborate with the business.

3. Determine the suitable influencers and launch the outreach initiative.

To increase exposure, it is usually more advantageous to collaborate with an influencer

who is active across several platforms. The next step is to start contacting target influencers.
Usually, the business can get in touch with micro-influencers through a personal message on
their most well-liked social media site. It is also beneficial to use their website or email to get in
touch with more seasoned influencers. After that, the business and the influencer will work
together to establish the campaign's requirements, content objectives, and reporting procedures.

4. Take control of the influencer campaigns.

The company has the option to manage the process themselves by speaking with each
influencer directly, hire a company, or use an influencer marketing platform. It's critical to keep
in mind that influencers are brand ambassadors, not employees, who assist in creating a
community of potential customers. For the campaign to be successful overall, influencer
management is crucial.

5. Monitor progress and modify approach.

It's important to keep track of campaign results so they can decide whether to stick with
the same influencers or adjust their approach. Finding out if the campaign was successful in
achieving its objectives is the first step. In order to improve future campaigns, the company
should monitor the records from each campaign to determine what worked and what didn't.

45 | Universal Robina Corporation

 ● Raffle Marketing (Purchase a bundle, have an opportunity for a raffle entry)

Mechanics:

● There will be a raffle promo every month for every purchase of the bundle
amounting to PHP300, giving you a chance to get a raffle entry.
● You will be given a raffle code entry and will be responsible for encoding the
code entry of the URC website raffle entries. This will register you as a
participant in the raffle.
● The lucky winners will be chosen at random at the end of the month.
● There would be three winners and one grand winner.

● Email Marketing (Campaigns and informs the current and potential customers through
E-mail)

46 | Universal Robina Corporation

 ● Play to Win Online (Win a Jack ‘n Jill product by earning a certain number of points in
Jack 'n Jill's online games.

Mechanics:

● A trivia question consists of your preferred selection from entertainment, sports,

science, and history.
● There are three quiz modes: easy, medium, and hard.
● Every trivia consists of a random trivia quiz with numbers ranging from 1 to 15
and a time limit of 5 minutes. Finish the trivia quiz in under 5 minutes.
● Each correct point is equivalent to one point, so it is over 15 points all in all.
● Trivia is open daily. Once you finish the daily trivia quiz, you must wait for it to
be available the next day.
● When you reach a certain number of points, you can redeem a Jack 'n Jill product
from the Jack 'n Jill game's "Redeem Prizes" section.

● Freebie Marketing (Purchase a package of Jack ‘n Jill products and get freebies of other
URC products)

47 | Universal Robina Corporation

 ● Snack Box Subscription (Monthly limited-edition assorted snacks)

● Taste-test Booths (For newly developed and made products)

Taste-test Booths will be executed in supermarkets and other grocery stores to let
consumers have a taste for Jack ‘n Jill’s new products.

48 | Universal Robina Corporation

MARKETING BUDGET

49 | Universal Robina Corporation

VIII. Marketing Budget

Universal Robina Corporation

Financial Projections
Income Statement
For Year 2023

Line Item Projected Full Year 2023

Sale of goods and services ₱ 160,711,154,713
Less: Cost of Sales ₱ 120,702,725,920
GROSS PROFIT ₱ 40,008,428,794
GROSS PROFIT MARGIN RATIO 25%
Less: Operating expense
Selling and distribution costs ₱ 20,423,449,200
General and administrative expenses ₱ 5,620,611,892
Total Operating Expenses ₱ 26,044,061,092

Income before income tax ₱ 13,964,367,701

Less: Provision for income tax ₱ 1,745,545,963

Net Income ₱ 12,218,821,739

Net Profit Margin 7.60%

50 | Universal Robina Corporation

Assumptions:
1. The sale of goods and services is expected to increase by 9.32%, with a gross profit
margin of 25% of sales, exclusive of external and internal factors that may affect the
revenue projection due to company operations.

2. Due to an increase in sales volume and higher input costs, an increment of 11.21% in the
cost of sales is forecasted.

3. Due to increases in freight and handling costs; advertising and promotions; and
personnel-related costs, an increment of 5.83% in the selling and distribution costs is
forecasted.

4. Due to increases in personnel-related costs, depreciation, and rent expense, an increment

of 5.66% in the general and administrative expenses is forecasted.

5. A net profit margin of 7.60% is projected for the annual year 2023.

The value of sales for the year 2023 was computed/projected based on historical data.
The researchers estimated the annual year of 2022 on account of the financial statement provided
for this year, as quarter 3 of unaudited consolidated financial statements is a foundation to
project the year 2023 growth value involving the consolidated income statement from 2021 to
make it feasible. The historical data is as follows:

Universal Robina Corporation

Income Statements

Projected Full
Line Item Actual 2021 Year 2022
Sale of goods and services ₱ 116,954,788,444 ₱ 147,012,169,074
Less: Cost of Sales ₱ 83,489,653,157 ₱ 108,536,549,104
GROSS PROFIT ₱ 33,465,135,287 ₱ 38,475,619,970

51 | Universal Robina Corporation

 GROSS PROFIT MARGIN RATIO 29% 26%
Less: Operating expense
Selling and distribution costs ₱ 16,082,615,159 ₱ 19,299,138,191
General and administrative expenses ₱ 4,666,125,109 ₱ 5,319,382,624
Total Operating Expenses ₱ 20,748,740,268 ₱ 24,618,520,815

Income before income tax ₱ 12,716,395,019 ₱ 13,857,099,155

Less: Provision for income tax ₱ 1,589,549,377 ₱ 1,732,137,394

Net Income ₱ 11,126,845,642 ₱ 12,124,961,761

Net Profit Margin 9.51% 8.25%

52 | Universal Robina Corporation

 APPENDIX

IX. Appendix

SURVEY QUESTIONS
DEMOGRAPHIC PROFILE

53 | Universal Robina Corporation

Sex
● Male
● Female

Age
● 13 - 15
● 17 - 20

Educational Attainment
● Elementary/Middle School
● Junior High School
● Senior High School
● College

Weekly Allowance
● 100 below
● 100 - 400
● 500 above

JACK ‘N JILL
URC’s snack food megabrand, Jack ‘n Jill, offers one of the most diverse portfolios of products
in the Philippines. With its wide array of salty snacks, cakes, biscuits, candies, and chocolates,
Jack ‘n Jill makes the Filipinos' snacking experience more fun and enjoyable.

1.) Have you had at least one Jack ‘n Jill product?

54 | Universal Robina Corporation

● Yes
● No

2.) How did you hear about Jack 'n Jill's products?
● Social Media
● Television Advertisement
● Local Stores
● Referral
● Others (Please specify.):________

3.) How frequently do you see Jack 'n Jill advertisements on television or social media?
● Always
● Often
● Sometimes
● Rarely
● Never

4.) How satisfied are you with the offered Jack ‘n Jill products?

● Very satisfied
● Somewhat satisfied
● Neutral
● Somewhat dissatisfied
● Very dissatisfied

5.) What are the following factors that affect your purchasing decision when buying Jack ‘n
Jill products?
● Affordability
● Product quality
● Accessibility
● Other customer recommendation/Word of mouth
● Others: _____________________________

6.) How visually appealing is the Jack ‘n Jill packaging?

● Good
● Fair
● Poor

7.) How likely are you to recommend Jack ‘n Jill products to a friend or classmate?

● Very Likely

55 | Universal Robina Corporation

 ● Somewhat likely
● Neither
● Somewhat Unlikely
● Very Unlikely

8.) Where do you usually purchase Jack n’ Jill products?

● Sari-Sari store
● Grocery store
● Convenience store
● Others (Please Specify.):________

PROPOSED MARKETING STRATEGIES FOR JACK ‘N JILL

Directions: Rate our proposed marketing strategy for Jack ‘n Jill in promoting their products. 5
as highly effective and 1 as highly ineffective.
5 - Highly Effective
4 - Effective
3 - Neutral
2 - Ineffective
1 - Highly Ineffective

Proposed Marketing Strategy 1 2 3 4 5

1.) TikTok advertisements

and sponsorships of Jack
‘n Jill
(Jack ‘n Jill TikTok ads will be
shown when casually scrolling)

2.) "Why knots?" Bundle

Promo
[Buy four pretzel snacks of any
flavor and get 1 free V-cut
(60g)]

56 | Universal Robina Corporation

 3.) Billboard Rental
(Effective method of building
brand awareness)

4.) Cause Marketing

(Every purchase will result in a
donation to charity)

5.) Influencer Campaign

(Digital creators who influence
specific industries or audiences
to make a purchase decision)

6.) Raffle Marketing

(Purchase a bundle, have an
opportunity for a raffle entry)

7.) Email Marketing

(Campaigns and informs the
current and potential customers
through E-mail)

8.) Play to Win Online

(Win a Jack ‘n Jill product by
earning a certain number of
points)

9.) Freebie Marketing

(Purchase a package of Jack ‘n
Jill products and get freebies of
other URC products)

Directions: Rate our proposed marketing strategy for Jack ‘n Jill in selling the products that will
make you more aware of their products and urge you to purchase them. 5 as highly effective and
1 as highly ineffective.
5 - Highly Effective
4 - Effective
3 - Neutral
2 - Ineffective

57 | Universal Robina Corporation

1 - Highly Ineffective

Proposed Jack ‘n Jill 1 2 3 4 5

Availability Strategy

Snack Box Subscription

(Monthly limited-edition
assorted snacks)

Taste-test Booths
(For newly developed and
made products)

References:

2021_URC_Sustainability_Report.pdf. (n.d.). Google Docs.

https://drive.google.com/file/d/1OlUdLBNAoo_-BRVFdaNu1Dr0wgF1oFap/view

Aanmelden of registreren om te bekijken. (n.d.).

https://www.facebook.com/unsupportedbrowser?u=https://www.urc.com.ph/annualreport2019/

strategy-updates/

58 | Universal Robina Corporation

Aanmelden of registreren om te bekijken. (n.d.-b).

https://www.facebook.com/unsupportedbrowser?u=https://www.urc.com.ph/stories/corporate-

news/urc-net-income-up-12-amidst-pandemic-challenge?ref=stories_feed_2&fbclid=IwAR0-

7Q2CjaaF0kmbfUr4dhr8wrF09raNierboKkNSOFLVoDm6SC_aNFtxsc

How to Develop an Effective Influencer Marketing Strategy. (n.d.). Brandwatch.

https://www.brandwatch.com/blog/influencer-marketing-strategy/

Kenton, W. (2019). What Is Mobile Advertising? Investopedia.

https://www.investopedia.com/terms/m/mobile-advertising.asp

(n.d.). (n.d.-a). https://www.studocu.com/ph/document/divine-word-college-of-calapan/

accountancy/strategic-management-analysis-of-urc/14943214

(n.d.). (n.d.-b). https://www.studocu.com/ph/document/don-honorio-ventura-technological-state-

university/operations-management-cbme/urc-swot-analysis/24881661

(n.d).(n.d.-c). https://www.studocu.com/en-us/document/la-salle-university/applied-research-in-

business/marketing-plan-mang-inasal/20285163

Macaspac, I. C. (n.d.). Universal Robina Corporation Strategic Plan. Scribd.

https://www.scribd.com/document/495572377/Universal-Robina-Corporation-Strategic-Plan

59 | Universal Robina Corporation

Products | Branded Consumer Foods Group. (n.d.). Universal Robina.

https://www.urc.com.ph/products?ref=menu

Quismundo, E. (n.d.). Universal Robina Corporation. prezi.com.

https://prezi.com/ibwtkczk3rql/universal-robina-corporation/

San Miguel Foods. (2022). San Miguel Foods | Always Good | Home.

Www.sanmiguelfoods.com.https://www.sanmiguelfoods.com

SEC Filings. (n.d.). Universal Robina.

https://www.urc.com.ph/investors/sec-filings?ref=menu

Universal Robina Corporation. (2021, May 7). URC’s C2 Cool & Clean and Facebook:

Developing Successful Marketing Strategies in a Rapidly Evolving Consumer World.

Universal Robina. https://www.urc.com.ph/stories/corporate-news/urc-s-c2-cool-clean-

and-facebook-developing-successful-marketing-strategies-in-a-rapidly-evolving-

consumer-world?ref=stories_feed_8

What Is Lean Management? (2021, October 28). Simplilearn.com.

https://www.simplilearn.com/what-is-lean-management-article

60 | Universal Robina Corporation

61 | Universal Robina Corporation