Strategic marketing plan 2016 for Creamline Dairy Corporation / Andres, Hyacynth T., Balabagan, Anna Mai D., Cordero, Sharlittle Iza M., Dela Cruz, Alyssa Nicole M., Solina, Ashley N., Upano, Mailine O. 6

Marketing Plan: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2016. 56

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EXECUTIVE SUMMARY: Ice Cream plays a significant role in Filipino celebrations. It remains the favorite treat amidst the country's often hot and humid climate, making the Ice Cream industry in the Philippines grow in larger market. There are various Ice Cream brands that offer sweet satisfaction to the Filipino market and based according to facts and survey, it's leaded by Selecta Ice Cream of Uniliver RFM, followed by Nestle Ice Cream of Nestle Global and Magnolia Ice Cream of Sam Miguel Purefoods Inc. These top three brands are the most advertised and the said Ice Cream Giants. There are alsocomes, Snow Joe Ice Cream Coolers Inc., Dan Eric's Grand Ice Cream and Creamline Dairy Corporation. These three Ice Cream Manufacturers are smaller and less advertised. Creamline Dairy Corporation is an Ice Cream manufacturer and dealer. It also has an ice cream house located at Clark Pampanga. Bounded and guided by their tagline, Real Creamy Goodness!, Creamline provides creamy ice cream delectable treat at a price friendly for their target market which is class C-D. Creaminess we all can afford, the way they say it. Last week of December in the year 2015, Creamline has undergone a major change. It was bought by Republic Biscuits Corporation (ReBisCo) wherein the new management is trying all their best to revive Creamline and use it to compete with the top players in the Ice cream industry. ReBisCo has not yet made a public announcement about this so most of the information about the transaction is confidential for both the parties. Now that Creamline is under a well-established company, they can definitely finance an aggressive advertising and promotion which can bosst Creamline's integrity and reputation. On the other hand, a survey is conducted to test Creamline Ice Cream's market reach and only 47% of the respondents have said that they've heard about Creamline and a total of 36% said that they've known it personally. From this, 35% claimed that they've tried Creamline Ice Cream and very much satisfied with its taste. They've also said that they will still repurchase. Furthermore, Creamline's products have a promising place on the market and what Creamline needs is an integrated marketing communication and integrated brand promotion, It's a fact from the study that 100% of the respondents who've tried Creamline said that they like Creamline product offerings but Creamline lacks promotional tools and advertising. On our proposal, Creamline Dairy Corporation will be re-introduced to the market through a series of aggressive advertising, IMC and promotions. We will communicate to the consumer as personal as possible. We will be using the social media and words-of mouth to be known in the larger market. There will be contests on Facebook and Instagram to create more brand awareness. We will also be having Barangay Livelihood Programs that will teach people about leadership and how to earn with Creamline. Dealers selling abilities will also be empowered to promote sales. Creamline prices will remain the same, creaminess we all can afford. First quarter will be invested on marketing activities and we expect higher and steadiness of sale on the next quarter.

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