Research Paper
The company markets over 1 00 processed food and averages variants, including pineapple solids (slices, tidbits, chunks), tropical mixes, pineapple juice, and mixed drinks, tomato-based products (tomato sauce, paste, catsup, spaghetti sauce), condiments, and pasta (spaghetti, macaroni) Today, Del Monte Philippines operates the largest integrated pineapple operation in the world. The company grows pineapple across 20,000 hectares in Buckskin and Misaims Oriental. The two distinct pineapple varieties are grown, for processing and for fresh fruit export.
Marketing Activities Del Monte has been actively promoting their products through TV, Radio Ad and Print ad. They also launched a program called “Kitchenettes” which was aired on TV and also published. GAMMA will be relearning the show on their network this year. WHERE ARE WE? (Standing in the Mind) Because of different categories that Del Monte competes in, we created different charts of Brand Awareness for each type of product for us to look deeper on the recall of the brand.
Most of the current buyers of Del Monte were loyal to the brand. They buy Del Monte because it’s their trusted brand. (Source: Survey, 30 male and female ages 20 – 30 through backbone) Current Buyers’ / Users’ Response Del Monte kaki young lags Kong Nagasaki as byway kayak page nag peanut aka as grocery Yuan an din bibbing OK” “Lags casing may Del Monte Katie San, kumara Hindi MO an hanging. ” “Mascara Amman kaka Muar” “Del Monte kaki Young gingham in Mama kayak Del Monte an ring gingham OK Para saguaro” ARE THERE?
Product price Del Monte products are affordable though its price vary depending on the selling place and size of the product. Place Del Monte is available at supermarkets, groceries and retail stores. Promotion Del Monte has been actively promoting their products. They aired several TV and Radio Ad. They also have Kitchenettes in cookbook and in TV. SOOT Analysis S Del Monte has a wide variety of processed food and beverages. For some, it is a trusted brand.
W Some of their products are not popular like their pineapple and tomato- based prod cuts. O Can gain more costumers because of wide variety of products. Continue to be trusted by the next generation T Existence of cheaper brands WHERE WE WANT TO BE? Objectives To create long term loyalty to the brand. HOW DO WE GET THERE? Target Person Mall Ramose, 22 is a young professional. She is working as a bank teller at BOO. She is living in Marking with her Mom and younger sister. Her mother is a loyal customer of Del Monte.
Since Mall was a child, her mom uses Del Monte products which made her familiar to the brand. After she sees the ad we want her to relate to it and to be loyal to the brand like her Mom so she can pass it on to her daughter in the future. Target Response “l will buy only Del Monte products because it has been there for me always and I can trust it. ” Tone / Personality of the brand Warm & Friendly Single Minded Proposition “Del Monte is a brand that I can trust because it has been there for me always. ”
