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Cream-O Duo Presentation

Universal Robina Corporation (URC) is one of the largest food and beverage companies in the Philippines and has a growing presence in other ASEAN markets. URC produces a wide portfolio of snack and biscuit brands, with sandwich cookies being the top-selling variety. Financial projections estimate that URC can achieve incremental sales growth and profitability through strategic marketing investments in 2015.

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363 views39 pages

Cream-O Duo Presentation

Universal Robina Corporation (URC) is one of the largest food and beverage companies in the Philippines and has a growing presence in other ASEAN markets. URC produces a wide portfolio of snack and biscuit brands, with sandwich cookies being the top-selling variety. Financial projections estimate that URC can achieve incremental sales growth and profitability through strategic marketing investments in 2015.

Uploaded by

meuxstark
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Universal Robina Corporation

is one of the largest branded


food product companies in the
Philippines and has a growing
presence in other ASEAN
markets.

URC's vision is to be the best Philippine food and


beverage company, with a powerful presence
throughout the ASEAN region, carrying a wide
portfolio of delightful brands of exceptional
quality and value, equipped with efficient
systems and motivated people.

We are committed in making lives


a truly fun experience.

1.Three-layered biscuit
2.Vanilla
3.Chocolate

Stick and
dip, 11%

DIY sandwich
cookie, 30%

Coated,
9%

Three layered
sandwich cookie
(dual flavored),
50%

Snacks with dual-layers


and multiple flavor profiles
in one bite top the tasty
trends for 2015

Economic

GDP grew by 5.7% in


the first quarter of
2014 and expected
to increase by 7.17%
in 2015

Economic
The countrys annual
headline inflation
slowed down to 4.40%
in June 2014 and
expected to be 4.15%
on 2015

Economic
P44.87=US$1 and expected
to be P41.98=US$1 in 2015

Economic
CPI increased to 139.60 index
points in June of 2014 and
expected to hit by 196 index
points in 2015

Economic
A forecast of an increase in
consumer spending from
121M to 161M

Political-Legal
Lawmakers want prescribed
nutrition labeling for food
products

Political-Legal
Philippine Design
Competitiveness Act

Socio-Cultural
Filipino households willing to
spend for 'trusted brands'

Socio-Cultural
Mom-and-pop grocery stores
are still the most important
outlet in the Philippines

Socio-Cultural
Filipino consumers easy to
please but fickle

Socio-Cultural
Filipino buyers are attracted
toward products that offer
promotions

Socio-Cultural
Teens like and share

Socio-Cultural
Fast smartphone adoption in
the Philippines

Socio-Cultural
Word-of-mouth is most
influential among Filipino
consumers

Demographic
Projected population by the yearend is 100,617,630 and expected
to increase by 102,965,300 in 2015

Demographic
Teens (aged 13 to 18 years)
segment is seen to hit 10.2M by
2015

Demographic
Young adults (aged 19 to 29
years) are expected to hit 22.5
million by 2015

*Ps million

Projected Market Size of


Sweet Biscuits Segment
Years 2014 and 2015

Sub-Segment of Sweet Biscuits


Chocolate Coated Biscuits

2014
2,146.0

2015
2,227.5

Cookies
Filled Biscuits

1,693.2
3,842.7

1,749.1
4,088.7

3,615.4
5,922.6
17,219.9

3,698.5
6,195.1
17,958.8

Plain Biscuits
Sandwich Biscuits
Total

Sandwich
Biscuits, 4.60%

Plain Biscuits,
2.29%

Chocolate
Coated Buscuits,
3.79%

Cookies, 3.30%

Filled Biscuits,
6.40%

STRENGTH

PRODUCT

-Dominant market position


acquired on a strong brand
prestige
-Strong focus on R&D

WEAKNESS

-Maturing
product life
cycle

-Enhancement and
development of the brand

PRICE

PLACE

PROMOTION

OPPORTUNITY

-Favorable growth in the


biscuit industry
-Filipino households
willing to spend for
'trusted brands'

-Superior product yet


affordable

-Increase in consumer
spending

-Intensive distribution

-Expansion in ASEAN
market
-Mom-and-pop shops
are still the most
important outlet

-Sufficient budget for


advertising and promotions

-No presence
in mobile
media
-Weak
positioning

-Fast smartphone
adoption in the
Philippines
-PDCA
-Buyers are attracted to
promotions
-Teens like and share

THREAT
- New entrants in
the biscuit industry
- Consumers easy
to please but fickle
- Changing
consumer
preferences
-Stringent
governmental
regulations
-Exchange rate
fluctuations

-Competitors go
beyond traditional
marketing
campaigns

Strength Opportunity
1. Product Development
2. Mobile Marketing

Weakness Opportunity
1. Digital Marketing
2. Product Design

Strength Threat
1. Intensive Distribution
2. Shopper Marketing

Weakness Threat
1. Sponsorship Marketing

1. Achieve brand awareness level


of not less than 60% by the end of
calendar year 2015.

2. Attain a product extension trial


rate of at least 35% by December
31, 2015.

3. Increase incremental brand


sales from P9 billion in year 2014 to
not less than P10.4 million by the
end of calendar year 2015.

4. Achieve an incremental net


income after tax of not less than
P1.5 million by the end of calendar
year 2015.

Advertising and Promotions


Contracted Services

P378,650.00
305,197.00

Travel and Transportation

5,000.00

Food Tasting Expense

2,000.00

Reserve for contingency


TOTAL

13,000
P703,847.00

INCREMENTAL NET SALES


COST OF SALES
GROSS PROFIT
OPERATING INCOME
MARKETING BUDGET
INCOME BEFORE INCOME TAX
PROVISION FOR INCOME TAX
NET INCOME

P10,549,902.53
7,522,080.50
3,027,822.03
384,533.39
703,847.00
2,708,508.42
812,522.52
P 1,895,985.90

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