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Far Eastern University Institute of Accounts, Business and Finance Advertising and Branding

Team Aspirants I. Situation Analysis A. i. Corporate History

Fresh Del Monte Produce, Inc. is one of the world's leading vertically integrated producers, marketers and distributors of highquality fresh and fresh-cut fruit and vegetables, as well as a leading producer and distributor of prepared fruit and vegetables, juices, beverages, snacks and desserts in Europe, North America, the Middle East, Africa, and countries of the former Soviet Union. Operating commercially as Del Monte Fresh Produce, we market fresh products worldwide under the Del Monte® brand, a symbol of product quality, freshness and reliability since 1886. Del Monte have a long and well-documented tradition of producing quality products. Early ads assured customers that the Del Monte® logo was “Not a Label – But a Guarantee.” On February 19, 2014, Philippines-based food producer Del Monte Pacific Limited completed the purchase of Del Monte's consumer food business, for US$1.675 billion. Today, Del Monte Philippines operates the largest integrated pineapple operation in the world. The company grows pineapple across 20,000 hectares in Bukidnon and Misamis Oriental. ii. Product History Del Monte Fit 'n Right Drinks with L-Carnitine When was the product launched? In Sep 2006 Del Monte® launched DEL MONTE Fit 'n Right Juice Drinks in the Philippines, a breakthrough drink with fatburning L-Carnitine. The product is only available here in Philippines.

What does the product do?

Far Eastern University Institute of Accounts, Business and Finance Advertising and Branding

DEL MONTE Fit 'n Right is the only refreshing drink with LCarnitine & GCE to help you lose fat and step up to a fitter lifestyle.

DEL MONTE Fit 'n Right Juice Drink has natural L-Carnitine and B Vitamins 1, 6, and 12 to help burn fat. DEL MONTE Fit 'n Right comes in seven flavors - Pineapple, Apple, Four Seasons, Pine Orange, Watermelon, Grapefruit and Blueberry-Grape - to quench your thirst and keep you in shape! Also available in 1liter PET bottles for Watermelon, Pine Orange and Pineapple. The Product innovation L-Carnitine is a naturally occurring amino acid found in our human bodies, mostly in the body's muscle tissue. It plays an important role in the metabolism of fat. It attaches to fatty acids and transports these to the mitochondria in all cells. The mitochondria then converts fat into energy. Instead of depleting glycogen, an important energy source, L-Carnitine allows the body to use fat instead for energy production, thus reducing body fat.

B. Product Evaluation i. SWOT Analysis In order to create an advertising plan that will enable the needs of the key market to be met, the strengths and weaknesses of the product must first be identified and analyzed. Once the strengths and weaknesses are determined, they are combined with the opportunities and threats in the market place. Strengths:  Del Monte brand is established and a strong household name in the Philippines  First juice drink with L-carnitine & GCE extract  Good product distribution system

Far Eastern University Institute of Accounts, Business and Finance Advertising and Branding

 Abundant supply of ingredients due to having the largest plantation in the Philippines.  Market Leader

Weaknesses:  Urban and sophisticated demographic untouched in terms of market penetration  High calorie intake due to boosting of metabolism  Misconception of how Del Monte Fit n Right works Opportunities:    

Partnership with gyms and fit classes Sponsoring of events that values fitness and sports. Increase of sports ambassadors Product innovation Threats:

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Increase of competitors with also L-carnitine Strengthening of tea-based drinks with slimming effect Consumers tends to use slimming medications and supplements Mature market ii. Differentiation (Beneficial and Evident Differentiation)

Del Monte Pacific was the first company in the Philippines to launch a juice drink containing L-Carnitine. Del Monte Fit 'n Right juice drink was a breakthrough product enjoying a strong following for both its great refreshing taste and weight loss benefit. iii. Branding Strategy Del Monte Fit n Right strategized on the use of advertising campaign of “Stay Fit and Feel Young” with sports ambassadors that reign in

Far Eastern University Institute of Accounts, Business and Finance Advertising and Branding

volleyball, this athletes include Gretchen Ho, Bea De Leon and Alyssa Valdez, that increase the popularity of the drink. Also the first tvc ad which Marian Rivera that primes in teleseryes at that time. Fit n Right gains a lot of brand awareness in their banners and tarp in well-known gyms like slimmer’s world and gold’s gym. They are also actively updating their status on social medias like Facebook, Twitter and Instagram to gain brand loyalty.

C. Consumer Evaluation i. All Posible Market A. STUDENTS Sex: Male or Female Age: 10-20 yrs. Old Social Class: Middle Class – Upper Class Income: Php 1,000 - 5,000 /mos. B. Yuppies/ Young Professionals Sex: Male or Femal Age: 21-29 yrs. Old Social Class: Middle Class – Upper Class Income: Php 15,000 – 40,000 /mos. C. Family Person Sex: Male or Female Age: 30 – 50 Social Class: Middle Class – Upper Class Income: Php 40,000 – 100, 000 /mos.

ii. Market Segmentations A. Demographics

Far Eastern University Institute of Accounts, Business and Finance Advertising and Branding

Age Range: 10 – 50 yrs. Old Status: Single or Married Class: Clients of A, B & C Work Ethic: Works in Multinational companies, Private organizations, entrepreneurs, employees and students. Family size of 1 - 5 City based family or individuals, and expats B. Product User     

Travelers, Primarily Western belief Health conscious or Weight watchers Readers of articles about health Fitness buffs or gym persons People on the go

C. Lifestyle o Individuals who are independent, free spirited, has broad perspective and holistic view on their health o Concerned about physical appearance and fitness. o Energetic and on-the-go people. o Well-informed and well read about latest trends in fitness and health. iii. Positioning

DEL MONTE Fit n Right Del Monte Fit 'n Right is the only refreshing drink with LCarnitine & GCE to help you lose fat and step up to a fitter lifestyle! Everyone wants to get fitter. But putting in the time and energy to get there is not easy. Even when you try to eat healthier or exercise, sometimes, the results don’t seem worth the effort. Good thing there’s a drink that can step up with you. New Del Monte Fit ‘n Right. It has the patented combination of L-Carnitine & GCE that can help you lose body fat! Along with improved eating habits and regular

Far Eastern University Institute of Accounts, Business and Finance Advertising and Branding

physical activity, you'll be on your way to a better, fitter you! It’s time to step up to a fitter body, a fitter life with Del Monte Fit ‘n Right. D. Competitor Evaluation 1. Primary Competition o o o o o o o

Minute Maid C2 green tea Mogu-mogu Tropicana Lipton Green Tea Slim Fit Carb Trim

2. Secondary Competition o o o o o o

Bottled Water Soda Energy Drink Coffee Milk Tea Supplements

II. Marketing Goals i. Short Term Goal The goal of DEL MONTE Fit n Right is to attain the position of the product as the market leader for a slimming beverage and to increase its sales by 15% as the decline of sales of competitor C2 green tea. And also to get the 10% of market share in the beverage industry. ii. Long Term Goal For the consistent growth of sales and the increasing margin for the target market. The building of brand loyalty with the use of sports ambassador such as Alyssa Valdez.