...MALOLOS, BULACAN CASE STUDY SELECTA Submitted to: Ms. Yollie Sabas Submitted by: Danlex Q. Salvador Chapter I Executive Summary Selecta is a brand of ice cream and milk sold in the Philippines.with exports of local ice cream variants to Filipino communities overseas. The company's beginnings can be traced back to Selecta Ice Cream and Refreshment Parlor, owned by Ramon Arce, Sr. and family, and founded in 1948. In 1990, RFM Corporation bought Selecta from the Arce family, and formed Selecta Dairy Products, Inc.. came out with its success formula: a winning combination of a high quality product, marketing innovation, modern production and strong distribution network. Selecta went into the production of bulk ice cream and frozen novelties. Bulk ice cream , with around 3o flavors ranging from avocado to ube. The company came up with frozen novelties –more than a dozentypes of bars, pops, cones, and sundaes with flavors ranging from ice buko to extrac-rich milk chocolate. Chapter II Background of the case Selecta’s humble beginnings can be traced to the Arce family’s ice cream parlor in Manila in 1948. Its ice cream was well-known for its creaminess, authentic flavors, and unique gold can packaging—qualities that remained throughout the years. In 1990, RFM Corporation bought Selecta from the Arce family to form Selecta Dairy Products, Inc. Known for its sharp entrepreneurship, RFM catapulted the rise of Selecta as a serious contender in the ice...
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...SELECTA: Mixing the Right Ingredient for the Future I. Brief Background Selecta was unknown and a dying brand when RFM Corporation bought it in a bid to contest MagnoliaВЎВ¦s monopoly of the Philippine ice cream market. And when RFM Corporation bought Selecta in 1990, the company through its winning formula of high-quality, marketing innovation, modern production technology and strong distribution network was able to capture 39% of the ice cream market from 1% Nationwide after more than 2 years from taking over the ownership. With the increasingly intense competition as other competitors are jockeying for a larger share of the market, Selecta has to plan its growth and business strategy in the future. II. Statement of the Issues The issue in this case is what will be SelectaВЎВ¦s growth and strategic plans for the next 3-5 years to sustain its market dominance and protect or even increase its market share. III. Areas of Consideration a. Economic indicators 1. PhilippinesВЎВ¦ GNP is expected to grow by 5.8% in 1997. 2. Total family income is estimated to increase 18.1% annually. 3. Family expenditures showed a growth of 17.8% since 1994. 4. Spending on food consumption outside home was seen to rise from 4.2% to 4.7%. b. BuyerВЎВ¦s behavior 1. 80% of Filipino consumers bought on impulse (they bought only upon passing an ice cream shop or scooping station, but without an intention to buy first) 2. 98% ate ice cream in the comfort of their home. 3. 70%...
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...II. Competitor’s Analysis SELECTA | | | Ratings (Scale = 1 to 5: 1, Poor 5, Excellent | Brand Attributes | Weight | The Company | SELECTA | Competitor 2 | Competitor 3 | Customer awareness | 20% | | 5.0 | | | Product quality | 30% | | 4.5 | | | Product availability | 20% | | 5.0 | | | Technical assistance | 10% | | 4.0 | | | Selling Staff | 20% | | 4.5 | | | Total: | 100% | | | | | | Average Score: | | | 4.6 | | | Selecta ice cream has strong customer awareness. All of the respondents surveyed knows Selecta whether it is an aided or unaided one. 59% of them answered Selecta as their top-of-mind brand of ice cream. This is the reason why the brand got a perfect score in customer awareness. Summarizing all the verdicts that the respondents gave for Selecta, the brand is on the pretty good side when it comes to quality. Considering the quality and price, customers consider it as great in value. Nonetheless, some negative comments such as it is so sweet and the chocolate and cookie bits are few, are the reason why Selecta only got 4.5 ratings for quality. Selecta is the ice cream brand that is widely distributed in the Philippines. Aside from being available in major supermarkets, its distribution channels include convenience store, sari-sari stores, restaurants, drugstores, and grocery stores. Selecta got 4.0 ratings for technical assistance because it has website where customers can contact them. Although, they do not have contact...
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...fresh carabao’s milk (“all natural”); 2. The finished product is tastier and richer (more flavorful); 3. They have variety of ice cream flavors; 4. They use fresh ingredients like whole seasonal fruits and other natural products; 5. Arce Dairy Ice Cream has distinct taste and high quality (the firm rejects delivery of ingredients that do not pass high quality standards, no matter how inexpensive); 6. They have hundred heads of milking carabaos in the Arce dairy farm; and 7. Their ice cream product has been in the business for years (although Selecta, their former name is now being carried by a competitor, RFM Corporation). Weaknesses: 1. Poor marketing efforts which resulted to local market share (since they seems to be contented catering to their existing customers only); 2. Low promotional and distribution strategies; 3. Limited outlet/branch; and 4. They have sold their former name “Selecta” which have already gained brand equity. B. External Environment Opportunities: 1. People’s acceptance to its new brand name; 2. Better company image; 3....
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...advertising agency? 5. Do you have a member of the family or a close relative who works for a market research agency? CORE DATA PORTION: 6. When thinking about ice cream what brands come to your mind? 7. What about (brand not mentioned) Do you know this brand? Q6 Q7 FM OM Aided Hernz 1 1 1 Magnolia 2 2 2 Nestlé 3 3 3 Arce dairy 4 4 4 Milko 5 5 5 Creamline 6 6 6 Selecta 7 7 7 Others: (specify) __________ ( ) ( ) __________ ( ) ( ) 8. [For the first mentioned brand ask:] Where did you learn about this brand? Where else? Television 1 Radio 2 Newspaper 3 Magazines 4 Friends/ Relatives/ Neighbors 5 Stores 6 Others: (specify) ___________ ( ) ___________ ( ) 9. What about advertisement for ice cream brands? What ice cream brand advertisements have you seen? Heard, or read in the past six months? What else? Q8 Q9 FM OM Aided Hernz 1 1 1 Magnolia 2 2 2 Nestlé 3 3 3 Arce dairy 4 4 4 Milko 5 5 5 Creamline 6 6 6 Selecta 7 7 7 Others: (specify) __________ ( ) ( ) __________ ( ) ( ) 10. [For those not mentioned, ask:] What about this brand ad? Have you seen, heard, or read it? 11. Will you tell me if you eat ice...
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...MARKETING PLAN OF SELECTA ICE CREAM I – EXECUTIVE SUMMARY Selecta’s humble beginnings can be traced to the Arce family’s ice cream parlor in Manila in 1948. Its ice cream was well-known for its creaminess, authentic flavours, and unique gold can packaging—qualities that remained throughout the years. In 1990, RFM Corporation bought Selecta from the Arce family to form Selecta Dairy Products, Inc. Known for its sharp entrepreneurship, RFM catapulted the rise of Selecta as a serious contender in the ice cream market always ahead in product innovations by creating new and exciting flavours like Cookies and Cream, Halo Halo, Ube Macapuno, and Chocolate Almond Fudge, and supported by heart-warming media campaigns that depict Selecta as an ice cream that creates family bonding moments. In 1997, Selecta became the market leader in the Philippine capital, which accounted for 60% of the nation’s ice cream consumption. In 1999, to complement its frozen novelties category and strengthen itself for competition, RFM teamed up with Unilever, the largest ice cream company in the world to form Selecta Walls Incorporated. The joint-venture proved to be a success and in 2000, Selecta defeats competition to become the national ice cream leader. And that has been the story since with its passion for exceeding the expectations of consumers, unwavering dedication to quality, and unrelenting quest to improve itself through its innovations, Selecta or Unilever RFM Ice Cream, Inc....
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...then pioneered the flour-milling industry in the Asian region by starting out as a single company manufacturing bags of flour to a distinguished multi-company enterprise leading a number of branded products. RFM Corporations stands as a strong contender in the Philippine consumer market for offering a wide variety of food and beverage products such as: White King (cake mixes and flour-based products), Fiesta (Pasta and Sauce), Swift (meat based products), Sunkist (fruit juices), Selecta (milk- based products) and Selecta (ice cream, under the joint venture with Unilever). A variety of partnerships, acquisitions and licensing agreements have increased RFM's strong market existence and flourishing brand structure efforts for the past years. Its first acquisition was the Cosmos Bottling Corp., the producer of Pop Cola brand, in 1989 by the Wong Family. It also acquired Selecta Dairy Phil., from the Arce family a year after. RFM also has affiliated with Unilever Philippines Inc. for the operations on Selecta...
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...Novaliches, Quezon City. In 1938, demand for the ice cream was so high that the plant had to be moved to Lepanto St. in Manila, making it more accessible to the consumers. The existing plant at Selecta Drive in Balintawak, Quezon City under the stewardship of Mauro C. Arce, Sr. was established in 1952. In January 1990, the third generation of Arces outvoted the family of Mauro C. Arce, Sr., and the brand name Selecta Dairy Product was sold to RFM Corp.. However, the ice cream business and the dairy plant were retained by the family of Mauro C. Arce, Sr. lock, stock, and barrel. The Arce type of ice cream, the “all-natural” ice cream, has captured the hearts of Manilanians through the decades of its uniqueness and its old fashioned manufacturing process. Tenacious requests from prominent clients, captive loyal followers and food connoisseurs, demand for its return. In January of 1995, the dairy plant resumed operations, and the family of Mauro C. Arce, Sr. renamed the product “ArceDairy Ice Cream”. This name was so chosen because no other company can just call their product “dairy ice cream” unless the butter fat content comes from milk. Only carabao’s milk can pass the butter fat content requirement for ice cream naturally, without any add ons. On top of this, the machines used in the plant at Selecta Drive allow the use of solid chunks of fresh fruits for flavoring the old fashioned way, unlike the mass production machines which use puree. While the way of making this gourmet type...
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...2012 was a good year for U.K. coffee cafés. Among Leading 100 U.K. chains, the coffee café segment grew sales 12.2 percent, due largely to U.K.-based Costa Coffee (sales up 18.5 percent) and Starbucks (sales up 6.1 percent). Together, these two brands made up over 80 percent of coffee cafés sales within the Leading 100, while the remainder came from Caffe Nero, Wacky Warehouse (Corner Coffee) and AMT Coffee Bars. New players to the category, however, are expected to heat up competition. Harris + Hoole, a coffee shop concept backed by U.K. retail-giant Tesco, has opened seven stores since the start of the year (for a total of 17). The chain focuses on its independent look and feel, which changes based on location. Italy-based Lavazza announced its intentions of opening 50 Lavazza Espression shops across the U.K. by 2015. With four locations currently in the country, this upscale coffee café concept features a large selection of Lavazza espresso beverages, as well as a menu that was created through Lavazza’s partnerships with world-renowned chefs. The popularity of high quality coffee in the U.K. has also gotten the attention of brands in other categories. Wanting to take its own share of the market, KFC U.K. rolled out Lavazza coffee at its outlets nationwide earlier this year. Greggs, the U.K. brand known for its chain of bake shops, has launched a coffee shop concept called Greggs moment, which features fairtrade coffee and a selection of specialties from its bakery menu. ...
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...PAMANTASAN NG LUNGSOD NG MAYNILA College of Mass Communication ARCE DAIRY ICE CREAM Submitted by: [NAME OF GROUP] Alfonso, Jean Camille G. Espino, Joseph Allen P. Masanque, Deunice C. San Pedro, Maranatha Hope T. Sollestre, John Adrian F. Velasquez, Frances Anne S. Submitted to Prof. Rosario Taylo January 28, 2011 Campaign Title: “Pambansang ice cream, ating tangkilikin!” I. Background/Research Arce Dairy Ice Cream, formerly Selecta, started on January 1990 when the Arce family signed away the lifework spanning three generations. Today, Arce Dairy faces stiff competition in the marketplace for established names such as Magnolia, Nestle, Selecta, BTIC. Arce Dairy Ice Cream was established by Don Ramon Arce, Sr. in the year 1935. It was during 30’s when Don Ramon Sr., became a member of President Quezon’s staff who bought land in Novaliches where the farm was bountiful. Also, there was always pure carabao’s milk on the table which he pasteurized and brought it to Manila. That ‘sideline’ became the start of creating an idea to build their own ice cream manufacturing. In 1962, it was almost 30 years after their grieving stage for the loss of Don Ramon Sr., they decided to sign away from their business in which they also considered as a personal, emotional thing for their family. Their shares in the company were being sold to other stockholders of the Arcecon Dairy Products. After 20 years of resting from the ice cream industry, they now...
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...MANG INASAL PHILIPPINES, INC. I. Background of the Company MANG INASAL - Philippine's fastest growing barbeque fast food chain, serving chicken, pork barbeque and other Filipino favorites, was first established on December 12, 2003 in Iloilo City. Mang Inasal comes from two word’s MANG - Local word for “Mister” and INASAL – Ilonggo word for barbecue, a popular dish in Visayas. MangInasal-is a Pinoy quick-service restaurant that originated in the City of Iloilo and was able to compete with other existing food chains nationwide. Currently, there are 464 branches nationwide and with over 10,000 employees system wide. MANG INASAL is doing its share in alleviating the unemployment burden of the country. The presence of every MANG INASAL in a certain area provides not only employment but also opportunities to community members including suppliers of kalamansi, charcoal, banana leaves, vegetables, bamboo sticks, and other ingredients. It also indirectly gives income - generating activities to many. MILESTONE: * Mang Inasal’s First Company Owned store: Robinson’s Place Iloilo on December 12, 2003 * First store in Manila: SM Mall of Asia on September 15, 2006 * 100th Store at Kalibo on January 9, 2009 * 200th Store Plaza Miranda Quiapo December 21, 2009 On its 6thyear, Mang Inasal built a total of100 stores in one year from 2008 to 2009. Mang Inasal capitalized on giving livelihood to the people around its surrounding communities Mang Inasal has set a significant example...
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...ROSEL JOY P. LIBUNAO Block 3 Lot 15 Carnation Street, T.S.Cruz Subdivision, Almanza II, Las Pinas City, 1751 PHILIPPINES Mobile no. +639159877654 E-mail address: roseljoylibunao@yahoo.com; j.libunao@foodasia.com.ph SUMMARY ❖ Professional Food Technologist with food manufacturing experience, particularly dairy industry, retail and food service industry. ❖ Comprehensive understanding of Good Manufacturing Practices (cGMP), Standard Operating Procedures (SOP) and FDA guidelines. ❖ Conceptualizes and develops new products and/or line extensions that meet the business client and consumer expectations. ❖ Continuously work on existing products, to improve quality, reduce cost, and find alternatives for existing raw materials in terms of its safety, cost effectiveness, integrity, and aesthetic quality attributes. ❖ Provide technical assistance and trouble shoot potential problems associated with product development from laboratory stage up to commercial translation. ❖ Team player with excellent interpersonal communication and collaborative skills. ❖ Highly organized, with ability to work independently beyond norm to achieve organizational goals. ❖ Proven record in completing assignments on time and ahead of schedule. PROFESSIONAL EXPERIENCE 11 years in the Food Industry April 2010 - Present Philippine Foodasia Corporation Research and Innovation Manager ...
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...Grimm i. Leonardo Eugenio j. David Sycip k. Charles Parsons 3. Date of founding: August 16, 1957 4. Important dates: a. August 16, 1957 – foundation b. 1967 – incorporated as Republic Flour Mills, Incorporated c. 1971 – hog and poultry breeding; entered licensing agreement with Peterson Industries and H&N Layers d. 1973 * company diversified its business: cooking oils and margarine * entered licensing with Swift Foods, Inc. and Company of Illinois for canned meat processing e. 1975 – hog and poultry feeds f. 1987 – RFM bought Swift for exclusive use in the Philippines g. 1989 – acquired Cosmos Bottling Corporation h. 1990 – acquired Selecta brand from Acre Family i. 1995 – incorporated RFM Properties and Holdings, Inc. j. 1996 – acquired Rollin Pin trademark, Dairy Queen, and Little Caesar’s Pizza k. 1999 – registered WS Holdings, Inc., a joint venture between RFM and Unilever...
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...Jazmin L. Hernández M., Matrícula: 2014-5373, ART-110-T-001 TRICOTOMIA CULTURAL ¿QUÉ ES LA CULTURA? La palabra cultura puede ser definida, en forma general, como creaciones humanas materiales y no materiales, acumuladas y perfeccionadas en el transcurso del tiempo histórico. CONOCIMIENTOS Y EJEMPLOS DE LA TRICOTOMIA CULTURAL I. Cultura Tradicional o Folklórica: producida por el pueblo. Es el conjunto de rasgos, patrones culturales, hábitos, técnicas y costumbres que son transmitidas oralmente de generación en generación. Sus características son que es un tipo de cultura: * Funcional * Tradicional * Oral * Empírica En la Cultura Tradicional se incluyen: la música y la literatura oral-tradicional, el teatro folklórico, las fiestas y ceremonias, las casas campesinas artesanales, la artesanía folklórica (hecha a mano, piezas individuales), los telares aldeanos y los plateros. II. Cultura Popular o de masas: producida para el pueblo. Hace referencia a los gustos artísticos y literarios, giros idiomáticos, gestos, modos de vestir, lugares de esparcimiento que son objeto de uso o elección por las clases pobres o de clase media de una sociedad, que no ocupan lugares considerados de elite dentro de la misma. Los medios de comunicación de masas propician un tipo de cultura sui generis de acuerdo con el mundo tecnificado, la moda y el comercio que tiende a avasallar las otras dos. En la Cultura Popular se incluyen: la música popular, la literatura...
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...5 BAZE DE DATE 5.1 Utilizarea aplicaţiei Access 5.1.1 Concepte generale referitoare la baze de date Definiţia bazei de date În Encyclopedia Britannica baza de date este definită astfel: Prin bază de date se înţelege orice colecţie de date sau informaţii, care este organizată special, în vederea consultării rapide a datelor de către utilizatorul unei aplicaţii, care rulează pe un calculator. Bazele de date sunt structurate astfel încât să faciliteze memorarea, regăsirea, modificarea şi ştergerea datelor, prin diferite operaţii specifice. Bazele de date se pot memora pe disc sau pe bandă magnetică, pe disc optic sau pe orice alt fel de tip de memorare secundară1. În Britannica Concise Encyclopedia baza de date este definită astfel: Prin bază de date se înţelege o colecţie de date sau informaţii care sunt organizate astfel ca ele să fie căutate şi regăsite rapid, de obicei, de către un calculator2. Organizarea bazei de date În Access prima activitate a utilizatorului constă în crearea unei baze de date (fişier de bază de date, care are extensia implicită MDB, prescurtare de la Microsoft DataBase). În acest fişier se memorează tot ce se creează pentru respectiva bază de date. Tabele Obiectele cele mai importante, memorate într-o bază de date sunt tabelele bazei. În accepţiunea programului Access, un tabel este format dintr-un număr de linii (rânduri) şi dintr-un număr de coloane. Prima linie a tabelului are un rol 1 Database: Any collection of data, or information, that is...
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