Selecta is a 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
Words: 1020 - Pages: 5
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
Words: 414 - Pages: 2
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
Words: 477 - Pages: 2
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
Words: 1412 - Pages: 6
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
Words: 13105 - Pages: 53
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/
Words: 1095 - Pages: 5
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
Words: 1256 - Pages: 6
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
Words: 414 - Pages: 2
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
Words: 1694 - Pages: 7
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 +
Words: 722 - Pages: 3
