CASE: ARCE DAIRY ICE CREAM I. TIME CONTEXT 1991 II. VIEW POINT Elsie Arce-Romero, VP Advertising and Promotions III. CENTRAL PROBLEM How will Arce Dairy Ice Cream compete in the ice cream industry and regain success using its new brand name? Symptoms: Low market share, wherein, Arce Dairy Ice Cream belongs to the remaining 10% of the ice cream market. Cause: Poor promotional and distribution strategies IV. STATEMENT OF OBJECTIVES: Must Objective:
Words: 13105 - Pages: 53
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
Words: 1011 - Pages: 5
Belen Sec: Midterm Exam Human Behavior Organization Task 1: 1.0 Company information Arce Dairy Ice Cream i) Background of the company The manufacture of ice cream from fresh carabao’s milk and fruits was originally conceptualized by Don Ramon Arce, Sr. and Doña Carmen Arce in 1930. Its first plant, established in 1935, was situated in 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
Words: 1694 - Pages: 7
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
Words: 1412 - Pages: 6
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
Words: 1256 - Pages: 6
Maynila. We are conducting a survey here about people’s opinions and experiences about the brand of ice cream they buy. SCREENING 1. How many adult members of this household are 13 years old and above? 2. Who are they and what are their respective ages and sex starting from the oldest down to the highest? 3. Do you have a member of the family or a close relative who works for a ice cream manufacturing firm? 4. Do you have a member of the family or a close relative who works for an advertising
Words: 1095 - Pages: 5
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
Words: 414 - Pages: 2
brand of ice cream and milk sold in the Philippines and also in Australia by Mead Johnson Company, who also made Sustagen and Enfamil. The ice cream brand is co-owned by the Philippines' RFM Corporation and the food giant Unilever under the subsidiary Unilever RFM Ice Cream, Inc.[1] 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 the 1930s. It later expanded its business by selling its ice cream and milk
Words: 1020 - Pages: 5
(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
Words: 414 - Pages: 2
Establishment Name | Establishment Type | Address | Cherry Foodarama Congressional | SUPERMARKETS | Congressional Ave., Quezon City | Crossing's Supermart Quezon Avenue | SUPERMARKETS | Quezon Avenue, Quezon City | Daily Supermarket | SUPERMARKETS | 20th Ave. cor. P. Tuazon, Cubao, Quezon City | Ever Commonwealth Center | SUPERMARKETS | Don Mariano, Marcos Avenue Cor. Don Antonio Road, Quezon City | Ever Plus Superstore 11th Avenue | SUPERMARKETS | 13 11th Ave. Cor. A. Bonifacio St., Balintawak
Words: 8572 - Pages: 35
