Cowhead Marketing Plan

De La Salle – College of St. Benilde

School of Management and Information Technology

Career and Development Program

Marketing Plan – Cowhead UHT Milk

Final Paper

Presented to the Faculty of the

School of Management and Information Technology Career and Development Program

De La Salle – College of St. Benilde

In Partial Fulfilment of the Requirements in

MANMARK

Submitted by:

AbLatif, Bashah Aushah Bucayan, Janie Mae Guanlao, Ryan Joseph Lui, John Christopher

Submitted to:

Mr. Simplicio Umali, Jr.

April 6,20

1

De La Salle – College of St. Benilde

School of Management and Information Technology

Career and Development Program

I. Overall Brand Marketing Strategy

Cowhead is a brand distributed by Ben Foods (S) Pte Ltd. Their products range from UHT Fresh Milk, pure creamery butter, natural and processed cheese, full cream milk powder and biscuits. This marketing plan will focus on their UHT Fresh Milk variants.

Cowhead UHT Fresh Milk is a nutritious and flavorful drinks that are high in calcium and vitamins that cater to both the growing children and adults. It comes with different flavor for different taste preference of our target market and suitable for any kind of situation, be it for breakfast as a standalone or add on to beverages and cereals or for baking cakes and pastries.

The target market of Cowhead UHT are moms who belong in the middle to upper income class; with hosehold size of 2 and above and also those in the working class. The main strategy of this marketing plan is to establish a strong brand recognition in the country. Though Cowhead is doing remarkably well in other regional countries, it is not that well-known in the Philippines. Due to number of competition, Cowhead was not able to position the product to the consumers’ mind well. In the Philippines, most of the household recognize Nestle as their milk preference. This has been a tough challenge to Cowhead since we are competing not only with Nestle, but also with other big companies like Magnolia and Alaska.

The main goal of this marketing plan is to successfully make Cowhead as the market leader in the dairy segment and to increase its brand equity. Strategies are prepared to help us achieve this goal.