Marketing Plan Tanduay Ice

5030 Words Nov 3rd, 2012 21 Pages
University of Santo Tomas
College of Commerce and Business Administration

A Marketing Plan for

Tanduay Jell-O Shots

Submitted to The Marketing Department

In Partial Fulfillment of the Requirements for the Degree of Bachelor of Science in Business Administration Major in Marketing Management

By: Diestro, Fausto Louis Adrian D. Mendoza, Zahra Jane C. Carido, Juan Paolo J. Turla, Jessel Anne Joy N.

4M7

June 2012

ii
APPROVAL SHEET

This Marketing Plan for

Tanduay Jell-O Shots

Prepared and submitted by: Diestro, Fausto Louis Adrian D. Mendoza, Zahra Jane C. Carido, Juan Paolo J. Turla, Jessel Anne Joy N.

has been approved and accepted as partial fulfillment of the requirements for the Degree of Bachelor of Science in Business
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Executive Summary

II.

Scope and Limitations

III.

Study Background 1. Company profile A. Brief history Asia Brewery is a brewery founded in 1982 in Makati City, Philippines. It is one of only two breweries (San Miguel Corporation) in the Philippines, and is the smaller of the two, with only 10% market share. It is owned by Lucio Tan, the second richest Filipino in the Philippines, with assets worth $2.8 billion. Its sister company Tanduay Distillers, Inc. produces hard liquor. It somewhat mimics the structure of its bigger rival San Miguel Corporation. It offers beer, sports and energy drinks, juice drinks, drinking and vitamins water, carbonated beverages, ice tea, and pre-mixed alcoholic beverages. The company also

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