A Proposed marketing plan for La Tondena united distillers: Finlandia vodka
Finlandia Vodka, one of the world's fastest growing spirit brands as listed by the world's lending trade journals, is being imported by La Tondeña United Distillers, Inc. from Primalco, Ltd., Marketing of Finland. Currently, there are four variants available in the Philippines: Finlandia...
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ftdelasalleuniv:oai:animorepository.dlsu.edu.ph:etd_bachelors-17269 2023-07-30T04:01:37+02:00 A Proposed marketing plan for La Tondena united distillers: Finlandia vodka Angeles, Pamela Beltran, Carmela Macatangay, Marriane Plopenio, James Michael Sagaran, Russelle 1997-01-01T08:00:00Z https://animorepository.dlsu.edu.ph/etd_bachelors/16756 English eng Animo Repository https://animorepository.dlsu.edu.ph/etd_bachelors/16756 Bachelor's Theses text 1997 ftdelasalleuniv 2023-07-15T18:51:49Z Finlandia Vodka, one of the world's fastest growing spirit brands as listed by the world's lending trade journals, is being imported by La Tondeña United Distillers, Inc. from Primalco, Ltd., Marketing of Finland. Currently, there are four variants available in the Philippines: Finlandia 80 proof, Finlandia 100 proof, Finlandia Arctic Cranberry, and Finlandia Arctic Pineapple. Finlandia Vodka is priced slightly lower than Absolut Vodka, the leading vodka brand, to try to capture the market and at the same time, to retain its high image. Advertising is limited to monthly placements in selected fashion magazines, thematic radio advertisements, and lighted signages in on-premise outlets. Promotions, however, are quite heavy. Included in the activities are sponsorship of fencing championships, theme parties, launchings, merchandising in off-premise outlets, and providing on-premise Finlandia premium items. Finlandia Vodka, at present, enjoys a 13 percent market share of the vodka industry in the country. It is currently ranked third in terms of sales. The market is dominated by Absolut Vodka, followed by Stolichnaya. Finlandia is distributed in the Greater Manila Areas, Angeles, Baguio, Cebu and Davao. The cost of the proposed advertising and promotion activities is P 2,500,000. Half of the advertising and promotions budget will be shouldered by the mother company, Primalco. Projected sales for 1998 is P 4,603,500 (1650 cs), a 10 percent increase from 1997's P 4,045,500 (1474 cs). No alterations can be made as regards the product development and packaging as Finlandia Vodka is one hundred percent imported from Finland. Effectiveness of the plan may be measured in terms of performance in on-premise outlets and the volume of bottle sales in off-premise outlets. Text Arctic Animo Repository - De La Salle University Research Arctic |
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Finlandia Vodka, one of the world's fastest growing spirit brands as listed by the world's lending trade journals, is being imported by La Tondeña United Distillers, Inc. from Primalco, Ltd., Marketing of Finland. Currently, there are four variants available in the Philippines: Finlandia 80 proof, Finlandia 100 proof, Finlandia Arctic Cranberry, and Finlandia Arctic Pineapple. Finlandia Vodka is priced slightly lower than Absolut Vodka, the leading vodka brand, to try to capture the market and at the same time, to retain its high image. Advertising is limited to monthly placements in selected fashion magazines, thematic radio advertisements, and lighted signages in on-premise outlets. Promotions, however, are quite heavy. Included in the activities are sponsorship of fencing championships, theme parties, launchings, merchandising in off-premise outlets, and providing on-premise Finlandia premium items. Finlandia Vodka, at present, enjoys a 13 percent market share of the vodka industry in the country. It is currently ranked third in terms of sales. The market is dominated by Absolut Vodka, followed by Stolichnaya. Finlandia is distributed in the Greater Manila Areas, Angeles, Baguio, Cebu and Davao. The cost of the proposed advertising and promotion activities is P 2,500,000. Half of the advertising and promotions budget will be shouldered by the mother company, Primalco. Projected sales for 1998 is P 4,603,500 (1650 cs), a 10 percent increase from 1997's P 4,045,500 (1474 cs). No alterations can be made as regards the product development and packaging as Finlandia Vodka is one hundred percent imported from Finland. Effectiveness of the plan may be measured in terms of performance in on-premise outlets and the volume of bottle sales in off-premise outlets. |
format |
Text |
author |
Angeles, Pamela Beltran, Carmela Macatangay, Marriane Plopenio, James Michael Sagaran, Russelle |
spellingShingle |
Angeles, Pamela Beltran, Carmela Macatangay, Marriane Plopenio, James Michael Sagaran, Russelle A Proposed marketing plan for La Tondena united distillers: Finlandia vodka |
author_facet |
Angeles, Pamela Beltran, Carmela Macatangay, Marriane Plopenio, James Michael Sagaran, Russelle |
author_sort |
Angeles, Pamela |
title |
A Proposed marketing plan for La Tondena united distillers: Finlandia vodka |
title_short |
A Proposed marketing plan for La Tondena united distillers: Finlandia vodka |
title_full |
A Proposed marketing plan for La Tondena united distillers: Finlandia vodka |
title_fullStr |
A Proposed marketing plan for La Tondena united distillers: Finlandia vodka |
title_full_unstemmed |
A Proposed marketing plan for La Tondena united distillers: Finlandia vodka |
title_sort |
proposed marketing plan for la tondena united distillers: finlandia vodka |
publisher |
Animo Repository |
publishDate |
1997 |
url |
https://animorepository.dlsu.edu.ph/etd_bachelors/16756 |
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Arctic |
genre |
Arctic |
genre_facet |
Arctic |
op_source |
Bachelor's Theses |
op_relation |
https://animorepository.dlsu.edu.ph/etd_bachelors/16756 |
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