DOLE HEART FRESH

Marketing Plan
LACHO, Kathleen Margaret D. REYES, Natalia Gracia N.
MATULIN, Mary Maxine S. ZARCILLA, Darrel Angelo O

4M3
 Company Background

Dole Philippines
Incorporated started
Dole continues to expand its
operations on June 24, 1963
healthy food products. Its
with the establishment of
product lines range from
Dolefil as the first Philippine
canned pineapple solids,
division.
canned mixed fruits, canned
beverages, packaged fruit
snacks to tomato and
spaghetti sauces.
Dole is the world's largest
producer and marketer of
high-quality fresh fruits, fresh
vegetables and fresh cut
flowers with a growing line
of quality packaged foods.
Product Offerings
Original Product
 TOP-OF-MIND AWARENESS
1% 0% 0%
2%
2%
RTD JUICE TOTAL 3%
Ceres 2 3%
Del Monte fit n right 5 4%
Del Monte Juice Drink 17
Dole 4 5%
Jr Fruit Drink 0
Jungle Juice 0
49%
Minute Maid 9 9%
Mogu Mogu 2
Philippine Brand 0
Smart C 3
Sun Glo 1
Sunkist 3
Tropicana 5 22%
Zest-o 49
100

Zesto Del Monte inute Maid Tropicana Dole Sunkist

Smart C Mogu Mogu Ceres Sun Glo Jungle Juice Jr Fruit Drink
 Brand Used Most Often
0
0 0
RTD Juice TOTAL 2 111
5
Ceres 1
Del Monte fit n right 6 5
Del Monte Juice Drink 30 33
6
Dole 5
Jr Fruit Drink 0
Jungle Juice 0
8
Minute Maid 8
Mogu Mogu 2
Philippine Brand 0
8
Smart C 5
Sun Glo 1
Sunkist 1
Tropicana 30
8

Zest-O 33
100 Zest-O Del Monte Juice Drink Minute Maid Tropicana
Del Monte fit n right Dole Smart C Mogu Mogu
Ceres Sun Glo Sunkist Jr Fruit Drink
Jungle Juice Philippine Brand
Unmet Consumer Needs
 Purchase Drivers
KEY DRIVERS MEAN RANK
Flavor 4.66 1

Nutritional Value 4.45 2

Ease of Preparation 4.45 2

Manufacturer 4.43 4

Price 4.42 5

Quantity 4.39 6

Availability of Store 4.39 6

Packaging type and 4.20 8

design

Popularity 3.88 9

Endorser 3.46 10

Influence 3.35 11
 Product Concepts

Dole Travel Dole Lite Dole Heart Fresh

Fresh

Spill- proof, no-tab, Sugar-free that makes

Drink with care for your heart.
resealable with Dole everything go smoothly.
Travel Care
 Product Concept Result

RESEALABLE SUGAR FREE HEALTHY

PACKAGING BENEFITS

RELEVANCE 3.38 4.5 4.42

UNIQUENESS 4.18 3.98 3.9

BELIEVABILITY 4.17 4.47 4.48

DEGREE OF LIKING 4.28 4.37 4.3

PURCHASE 4.28 4.55 4.42

INTENTION

VALUE FOR MONEY 4.15 4.37 4.33

MEAN SCORE 4.07 4.37 4.31

Winning Concept

Rich in
D’Ribose

240ml

Php27.00
 Gross Sales
Dole Philippines Inc.

2013 29,428,221,171

2014 34,638,150,648

2015 32,851,257,942
 Company Income Statement
2013 2014 2015

Sales 29,428,221,171 34,638,150,648 32,851,257,942

Cost of Sales 28,446,215,634 31,634,231,400 29,455,104,078

Gross Profit 982,005,537 3,003,919,248 3,396,153,864

Less: Operating
Expense 1,242,304,996 2,145,811,409 3,070,018,490

Profit Before Tax -260,299,459 858,107,839 326,135,374

Income Tax 86,433,385 1,123,248,583 172,079,250

Net Income -346,732,844 1,981,356,422 498,214,624

 Horizontal Analysis
2013-2014 2014-2015 AVERAGE

Sales 17.70% -5.16% 6.27%

Cost of Sales 11.21% -6.89% 2.16%

Gross Profit 205.90% 13.06% 109.48%

Less: Operating
Expense 72.73% 43.07% 57.90%

Profit Before Tax -429.66% -61.99% -245.83%

Income Tax 1199.55% -84.68% 557.44%

Net Income -671.44% -74.85% -357.56%

 Vertical Analysis
2013 2014 2015 AVERAGE

Sales 100% 100% 100% 100%

Cost of Sales 91.66% 91.33% 89.66% 91%

Gross Profit 3.27% 8.67% 10.34% 7%

Less: Operating
Expense 4.22% 6.19% 9.35% 7%

Profit Before Tax -0.95% 2.48% 0.99% 1%

Income Tax 0.29% 3.24% 0.52% 1%

Net Income -1.25% 5.72% 1.52% 2%

 Marketing Objectives

Generate incremental sales of product amounting

1 to Php 461 million by the end of December 31
2019.

2 Generate net income of Php 2.3 million at the

end of December 2019.
 Primary Target Market

Male and 30-54 years old SEC: A, B, C

Female

● Sanguine ● Buys every afternoon

● Reduce heart risk ● 1pc.
● Increase endurance ● Mostly in supermarket
and energy levels and convenience store
● Keen to health care
of his/herself.
 Secondary Target Market

Male and 20-29 years old SEC: D

Female

● Keen to monitoring ● College students and

their body regulation teenagers
● Fitness Freak
● Lethargic
Main Competitors
 Macro-Environment Factors
ECONOMIC

MARKET Gross Domestic Crops Sector ECOLOGICAL

ANALYSIS Product ANALYSIS

In the In the first six

The Philippine (6) months of 2018,
economy or GDP crop production
grew by 6.0% in the decreased by 0.44
2nd quarter of 2018 percent.
 Macro-Environment Factors
POLITICAL-LEGAL

Republic Act No. 1234 - Executive Order No. 999

The Philippine Food Series of 2016
Fortification Act of 2017
It is the responsibility of the State to
protect the right to health of the Prohibition on
people and promote health the sale of soft
consciousness among them. The drinks and junk
State shall consider the food
food
fortification as a vital tool to increase
the intake of essential nutrients, to
promote optimal health, and to
compensate the nutrients lost.
 Macro-Environment Factors
SOCIO-CULTURAL

Products offering convenience Filipino consumers are

grows the fastest over the becoming health conscious
past five years

Nowadays, Filipinos are

Products offering looking for healthier
convenience is food choices.
anticipated to grow by
12% in 2018
 Macro-Environment Factors
DEMOGRAPHIC

Philippine population is Expansion of income

expected to increase in 2017 class A and B

Socio economic class A

The Philippine & B are projected to
population is expected rise from 31.6% in 2016
to increase from to 39.1% by the end of
157,617,630 in 2016 to 2018
162,965,300 in 2018
Macro-Environment Factors
TECHNOLOGICAL

Emerging field of nutrinomics

or “personalized nutrition

This latest technological

advancement has paved the
way for the emergence of the
field of nutrigenomics or
“personalized nutrition” which
deals with the process of
adapting food to individual
needs.
 SWOT MATRIX

STRENGTH WEAKNESS OPPORTUNITY THREAT

• First to use D- • Possible side • Increase market • Duplication

Ribose as an effects. share
PRODUCT

ingredient for
lowering the risk • Overdosing
of heart disease
 SWOT MATRIX

STRENGTH WEAKNESS OPPORTUNITY THREAT

• Most efficient • Price relatively • Higher net salary • Threat to product

price quantity lower than main thereby increasing substitute is
competitor but disposable income higher.
PRICE

slightly higher of consumers

than both indirect • Lesser
and other direct Consumption.
competitors
 SWOT MATRIX

STRENGTH WEAKNESS OPPORTUNITY THREAT

• Dole Philippines • Lack of packaging • Convenience stores • Strong

Inc. operates supplier are leading in the distribution
PLACE

their own market system of

plantation and competitors.
industrial facility
 SWOT MATRIX

STRENGTH WEAKNESS OPPORTUNITY THREAT

• Continuous • Lack of above- • Over 400,00 vehicle • Del Monte and

PROMOTION

below-the-line the-line expected to pass Zest-O got the

exposure advertising through EDSA daily highest
activities. campaign and until the end of advertising and
exposure. 2018 brand awareness.
• Disney and Dole
partnership
 TOWS MATRIX

STRENGTH

PRODUCT
OPPORTUNITY
DEVELOPMENT

MARKET DEVELOPMENT

MARKET PENETRATION
 TOWS MATRIX

STRENGTH

PRODUCT
THREAT DEVELOPMENT

MARKET PENETRATION
 TOWS MATRIX

WEAKNESS

OPPORTUNITY MARKET DEVELOPMENT

PRODUCT
DEVELOPMENT
 TOWS MATRIX

WEAKNESS

THREAT PRODUCT
DEVELOPMENT
 INTEGRATED MARKETING
COMMUNICATION ACTIVITIES

BROAD
SPECTRUM
APPROACH
 INTEGRATED MARKETING
COMMUNICATION ACTIVITIES

TRANSIT SOCIAL MEDIA

EDSA, Facebook,
Carriedo, Youtube,
Monumento Instagram
 INTEGRATED MARKETING
COMMUNICATION ACTIVITIES

INTENSIVE
IMC’S
 INTEGRATED MARKETING
COMMUNICATION ACTIVITIES

Will Gary
Dasovich Valenciano
 INTEGRATED MARKETING
COMMUNICATION ACTIVITIES

DIRECT
TOUCHPOINT
 BUZZ ACTIVATION

RunFlatable Fun
- - The interactive collateral will be
Run Event - placed in this event as it also
- promotes a wholesome outdoor
- activity for the adults.
The FIRST INFLATABLE FUN RUN - - With this event, the participants will
is coming this MAY 14, 2019 at - be able to interact with the collateral
LIWASANG ULALIM, CCP before or after the event and they
COMPLEX! would get a chance to try and buy
the product.
Run away from adulthood with us!
Here's the REAL fun in FUN run!
Sample Flatable
Pool for the event
 ROADSHOW
Pineapple Expo Event
- To hold a bazaar that will feature all
related product of pineapple Place:
nationwide including Dole as the
main product. 1.SMX Convention Center
Taguig
- There will be a host that will
entertain n the participants. 2. World Trade Center Pasay
- A booths for games 3.Skydome Quezon City
- Health Assessment for the young to 4.Megatrade Hall
middle aged professionals who will
Mandaluyong
participate.
 INTEGRATED MARKETING
COMMUNICATION ACTIVITIES

Point of Sale

Free tumbler for every purchase of

a bundle (5pcs.) of the product in s
elected SM Supermarkets ONLY in
Metro Manila.
Sample
Gondola
DISTRIBUTION NETWORK
 Reach Percentage

REACH COST FREQUENCY Percentage of

awareness

SOCIAL MEDIA

Facebook ads 60,000 180,000 2 months 6.35%

Instagram ads 15,000 15,000 1 month 1.59%

PRINT MEDIA

Newspaper 305,100 550,800 3 months 32.27%

 Reach Percentage

Reach Cost Frequency Percentage of

Awareness

VENUES

SMX Convention 18,000 160,000 1 day 1.90%

Center Manila

World Trade 12,000 145,880 1 day 1.27%

Center Manila

Sky Dome 1,500 120,000 1 day 0.16%

Mega Trade Hall 80,000 326,000 1 day 8.46%

TRANSIT 289,600 900,000 6 month 30.63%

(TRAIN WRAP)
TOTALS 2,397,680 82.63%
 Summary of Costing

Collateral Particulars Quantity Unit Cost Total Cost

Inflatable Pool Buzz Activation 5 P47,161 P235,805

Tic-Tac-Toe IMC Collateral 3 P3,000 P9,000

Total: P244,805
 Summary of Costing

Reach Unit Cost Frequency Total Cost

Influencer - Will 150,000 P150,000

Dasovich /contract
Endorser - Gary 500,000 P500,000
Valeciano /contract
TOTAL: P650,000
 Summary of Costing

Item Total Cost

Collateral Expenses P244,805

Awareness Campaign Expenses P900,000

Advertising Expenses P1,395,800

Cash activity Expenses P1,188,680

Total IMC Expense: P3,729,285

 Marketing Budget

Item Amount Percentage

IMC Expenses P3,729,285 48%

Production Expenses 3,200,000 42%

Professional Fees 300,000 4%

Reserve for 467,901 6%

Contingency
Total P7,697,186 100%
 Interim Brand Income Statement
2016 2017 2018
Sales 6,982,206,363 7,419,990,702 7,885,224,119
Cost of Sales 6,353,807,790 6,752,191,539 7,175,553,948

Gross Profit 628,398,573 667,799,163 709,670,171

Less: Operating
Expense 460,127,399 488,977,387 519,636,269

Profit Before Tax 168,271,173 178,821,776 190,033,901

Income Tax 94,259,786 100,169,874 106,450,526

Net Income 74,011,387 78,651,901 83,583,376

 Projected Incremental Income Statement
2019
Net Sales 461,308,760
Cost of Sales 419,790,972

Gross Profit 41,517,788

Less: Operating Expenses 30,400,247
Marketing Budget 7,697,186

Profit Before Income Tax 3,420,355

Income Tax 1,026,107

Net Income 2,394,249

Thank You
 NOTES TO COMPUTATION
Primary Target Market: (12,877,253 x 100% x 23% x 29% x 54.50%) =
NET SALES P461,308,760 468,107
Secondary Target Market: (12,877,253 x 100% x 40% x 17% x 54.50%) =
477,231
Total Market Size: 468,107 + 477,231 = 945,338

x Brand Awareness Percentage (55%)

x Trial Percentage (52.16%)
x Annualized Repeat Purchase Frequency (70 times)
x Units Bought per Purchase (1)
x 100% - Estimated Cannibalization Rate (10%) = 90%
x Wholesale Price per Unit (P27)
P461,308,760
COGS 382,948,376 Vertical: 91%
Gross Profit 37,874,015 Sales-Cost of Sales
Less: Operating
27,732,196 Vertical: 6.59%
Expenses
Profit Before
2,455,434 Gross Profit - (Operating Expense + Marketing Budget)
Income Tax
Income Tax 736,630 30% from Profit Before Income Tax
MKTG BUDGET 7,686,386
Net Income 1,718,804 Profit Before Income Tax - (Income Tax + Marketing Budget)
 NOTES TO COMPUTATION
NOTES TO TARGET MARKET Total Population of NCR: 12,877,253
Qualified Psychographic variable 54.50%
Primary TM Male: 44.2%
Qualified 60
Female: 55.8% 100% Unqualified 50
SEC:
TOTAL 110
A: 7%
B: 4% 1. Brand Awareness Percentage: 55%
C: 12% 23% 2. Trial Percentage Product Concept Test Result:
Age Group: Definitely Buy - 80%
30-34 - 4% Response Rate - 48.33%
35-49 - 7% Probably Buy - 30%
40-44 - 6% Response Rate - 45%
45-49 - 5% Definitely Buy: 80% x 48.33% = 38.66%
50-54 - 7% 29% Probably Buy: 30% x 45% = 13.5%
Total: 38.66% + 13.5% 52.16%

Male: 44.2% 3. Annualized Repeat Purchase

UAI Result of Purchase Frequency:
Secondary TM Frequency
Everyday: (365 x a year) answered by 6.67%
Female: 55.8%
100% Once A Week: (52 x a year) answered by 23.33%
SEC: Twice A Month: (24 x a year) answered by 38.33%
D: 40% 40% Once A Month: (12 x a year) answered by 1.67% 70
Age Group: 4. Suggested Retail Price P27.00
20-24 - 9%
25-29 - 8% 17% 5. Estimated Cannibalization Rate 90%