Professional Documents
Culture Documents
Submitted to:
Sir Bob Torres
Submitted by:
Azurin, Paula Beatriz L.
Baylon, Jocelyn
Camba, Denise B.
De Mesa, Ayana Therese
Dellosa, Mark Kevin U.
Diola, Ina Patricia B.
Marketing Plan
Executive Summary
The marketing
plan for Virgin Cola
has been created by
the 2LM team for an
effective formal full-
entry strategy for
Virgin Cola in the
Philippine soft drink
market.
Executive Summary
Although the Virgin Cola has already
been launched in the Philippine market
years before, the firm has lacked sufficient
efforts in promoting brand awareness
which led to its subsequent failure.
Executive Summary
Effective brand
positioning, influentia
l advertising and
persuasive
promotions will
actually be of big
help in competing
with the well-known
local cola brands.
Executive Summary
With these at
hand, Virgin Cola
will be expected to
increase its market
share, win new
customers, and
maintain brand
loyalty to Virgin
Cola over the next 5
years.
Table of Contents
I. Introduction
• Background Information
• History
• Mission – Vision
• Product
• Virgin Cola in the Philippines
II. Situational Analysis
• MarketMarket Size Size
• Beverage Market in the Philippines
• Market Demographics
• Market Trends
• Market Share
• Soft Drink Brands in the Philippines
• SWOT Analysis
• Consumer Behavior in the Philippines
Table of Contents
III. Marketing Strategies
• Strategy Pyramid
• Marketing Objectives
• Marketing Goals
• Market Segmentation
• Target Marketing
• Repositioning
• Repackaging
• Marketing Mix
o Pricing
o Promotion
o Channels ofChannel of Distribution
Distribution
Table of Contents
IV. Financial Analysis
• Expense Forecast
• Profit Forecast
V. Controls
• Implementation Milestone
1. Introduction
Virgin Cola
Type Cola
Manufacturer Virgin Drinks Silver Spring
Country of Origin United Kingdom
Year Introduced 1994
Variants Diet Virgin Cola
Local Related Coca-Cola
Products Pepsi
Pop Cola
RC Cola
History
• Virgin Cola was first released
in 1994 in UK by Richard
Branson, to compete with
Coca-Cola and Pepsi.
Color = Caramel
Virgin Cola (blue)
List of Ingredients
Carbonated water Flavorings
Sugar Sodium Citrate
Citric acid
Antioxidant = Ascorbic Acid
Preservative = Sodium Benzoate
Virgin Cola (Orange)
List of Ingredients
Carbonated Citric Acid
water
Sugar
Stabilizers:
Acacia Gum Flavoring
Preservative: Sodium Benzoate
Orange Coloring
Taste
• Virgin Cola has a sweet taste that
is not as gassy as other brands. It
does not leave an aftertaste.
Packaging
Can Bottles
- The bottle which contained the
- Virgin Cola is packaged in red
cola was designed with curves to
colored can with the Product’s
resemble Pamela Anderson’s sexy
name in white bold letters.
body who was at the height of
her popularity in the UK at the
time of the Virgin Cola’s release.
Product Range
Size Unit per case Type Flavour
2L 6 Sparkling Cola
2L 6 Sparkling Diet Cola
Virgin Cola in the Philippines
House Rental
18.32%
Transportation and
3.83% Communication
46.58%
6% Electricity, Water, Fuel
7.52% Education
16.80%
Other needs
Market Demographics
• Population: 88,574,614
• Gender:
– Male – 45,483,100
– Female – 44,974,100
• Age structure
– 0-14 years: 35.5% (male 17,392,780/female 16,708,255)
– 15-64 years: (male 28,986,232/female 29,076,329)
– 65 years and over: 4.1% (male 1,682,485/female 2,215,602)
• Median age
– total: 22.3 years
– male: 21.8 years
– female: 22.8 years
• Population growth rate - 2.04%
• Birth rate - 26.42 births/1,000 population
• Death rate - 5.15 deaths/1,000 population
Market Demographics
• Age Group (NSO)
Coca - cola
Pepsi Cola
RC Cola
Others
SWOT Analysis
Virgin Cola’s
strength, weaknesses, opport
unities and threats are as
follows:
Strengths:
• The power of the brand name;
1. Health issues 1. Reliant upon line 1. Does not cater to 1. Does not cater to
Weakness extensions. upper class market upper class market
2. Reliant upon particular 2. Selective advertising 2. selective advertising
carbonated drinks. 3. Not available in most 3. not available in most
3. Brand dilution entrance fast food areas fast food areas
into non core 4. Health issue
categories.
4. Saturation of
carbonated soft drink
segment.
SWOT of Virgin Cola’s
Competitors
Coca Cola Pepsi RC Pop Cola
1. Extensive target 1. Further 1. Expansion of 1. More bottling
Opportunities market expansion of target market to systems for further
market share international expansion into the
2. Brand is areas local market
attractive to
global partners
Conservatism is
prevalent mindset
of the Philippine
society and is a
prime factor that
affects the
consumer’s choice.
Socio cultural
Filipino society
places much
importance on
family and
religion. It is a
communal
society.
Economic
The retail
price of Virgin
cola is adapted
to the current
economic
situation of the
country.
Political
New laws
regarding the
packaging and
distribution of the
products as well as
imposition of
additional taxes.
Philippine Laws
Strategy
Tactics
Program
Strategy Pyramid:
Demographic
Age 15-35+
Gender Male; Female
Family size 5
Family life cycle Married; Single
Income Class B and C
Income Php. 2, 045,000
Education Elementary to College
Religion Roman Catholic, Muslim
Race Asian
Nationality Filipino
Segmentation Variables Data
Psychographic
Social Class Classes A to D
Lifestyle
Behavioral
Occasions Any time
Benefits Thirst quencher
User Status First Time User
Loyalty Status Brand loyal to market leader
• Population = 88,574,614
• Ages 15 to 35 = 34.91%
• Classes B and C = 42.1%
• Computation
88,574,614 x 0.3491 = 30,921,398
30,921,398 x 0.4210 = 13,017,909
New Product Strategy
• For the launch of Virgin Cola, we opt to introduce
the basic product which is Virgin Red. New
flavors will be introduced after three years which
are Virgin Blue and Virgin Orange.
• Virgin Blue will be launched on a summer
because the color suggests „a refreshing and
thirst-quenching‟ feeling
• Virgin Orange, on the other hand, will be
introduced on Halloween because the color
suggest that of a pumpkin and thus is very fitting
to the event.
Repositioning
Brand
Mysterious
and interesting
billboards will
be put in key
locations
before the
grand launch
of the product
to arouse
curiosity.
Other Billboard Designs:
Are you ready to
experience the
mystery within?
Other Billboard Designs:
Women aren’t the only ones that are
virgins... forests too. Let’s all help
save them.
Other Billboard Designs:
Anytime, anywhere,
YOU ARE ALWAYS IN..
Other Billboard Designs:
always
Heart
Other Billboard Designs:
I‟m
extremely
Selfish
Protective
Possessive
With my
Other Billboard Designs:
A WIFE
for my
HEART..
A
for
my thirst.
Other Billboard Designs:
• LoveRadio,
• WRR,
• StarFM,
• LSFM,
• EnergyFM
University Caravans
Virgin Cola Caravans in
different universities could
also help in the promotion of
the product by simply
sponsoring leadership or
entrepreneurial seminars to
the students.
Afterwards, notebooks, ball
pens, fans, pins with “I Heart
Virgin Cola” written on
them and other stuffs with
Virgin Cola logos could be
given away for these help
the market remember the
product.
Bottle Cap Freebies
An effective promotional gimmick would be “tansan
contest”. Written under selected tansans would be:
– Free movie entrance
– Free discount coupons on selected restaurants
– Free discount coupons on selected salons
– Free tickets to big concerts to be sponsored by Virgin
Cola
– Free items with Virgin Cola logos
(thermos, bags, shades, coin purse, shirts etc.)
– …and the like.
Consumers can redeem the prizes in selected retail
outlets.
Public Relations
Collaboration with NGO’s
We would also like to retain the wholesomeness and
live out the product‟s name since the youth is our
target market. That‟s why we are also thinking of
collaborating with NGOs like Gabriela to have
awareness seminars regarding social justice or of the
rights of women, especially during this
month, March, which is Women‟s month.
Virgin Forests Preservation
• Producer-Retailer-Customer
The retailer is the only
middleman involved in this channel
of distribution wherein the producer
lets the big retailers sell his
products to the consumers.
Channel of Distribution
• SM Malls
Why SM?
25,900,000,000
Profit Forecast
2009-2010 2010-2011 2011-2012 2012-2013 2013-2014