CEBU Dried Mangoes -Profood International Corporation

INTRODUCTION:

Welcome to Cebu Dried Mangoes

Try Cebu's fabled Dried Mangoes, one of the favorite fruit snacks of Filipinos
here and abroad. The province of Cebu has long been known as the main
source of dried mangoes, one of the Philippines' most famous export
products.

About Cebu Dried Mangoes

From the name itself, it is mango that is sun dried and ripe. But, well, Cebu's
dried mango is not your usual and ordinary dried mango. Our dried mango is
most famous for its distinctive taste that will surely leave you craving for
more. Cebu's mangoes have a sweet yet sour taste. The ripe dried mangoes
are also packed perfect for snacks.Dried mangoes are excellent fat-free
alternatives to sugary snacks. With its sweet and non-acidic zest, this dried
fruit product is rich in vitamins and made from the best handpicked mangoes
of Cebu.
Each bite is guaranteed to be tasty, chewy and full of flavor.These fruit
snacks are perfect for every occasion. You can serve them as appetizers or
desserts in dinners. You can even bring them to outdoor excursions and
outings. These chewy nibbles are perfect whether you are at work, at play, or
simply at home.

Company Profile

Profood International Corporation is the largest Philippine based dried

fruit producer and the standard bearer of world class processed fruit products
from the Philippine Islands.
From the small company that once catered only to the local market, Profood
International Corporation has grown to become the leading producer of
various dried fruit, preserves, purees, concentrates, and juices. Its products
are available all over the Philippines and exported to many countries in Asia,
the Middle East, Europe, North, Central, and South America, the Caribbean,
and Oceania.

Product Benefits

Mangoes are full packed with vitamins, minerals and anti-oxidants and
contain like all fruits very few proteins, fats and calories.
They are perfect to replenish salts, vitamins and energy after physical
exercise.
It is a mineral packed chemical free food that has amazing benefits for our
health.
The mango-milk cure is an ideal treatment for loss of weight.

Mangoes are thought to help stop bleeding, to strengthen the heart, and to
benefit the brain.
Taking Mango regularly makes the complexion fair and the skin soft and
shining.
Feeding the powder of dried kernel of Mango seeds with fresh water cures the
habit of eating soil in kinds.
Dietary fiber has a protective effect against degenerative diseases, especially
with regards to the heart; may help prevent certain types of cancer, as well
as lowering blood cholesterol levels.

Competitive Analysis (List of Competitors and Pricing)

PRIMARY COMPETITORS:

Philippine Dried Mangoes-Joanna

-Price: P 108.00
7D Dried Mangoes
-Price: P 79.00, P 108.00, P 154.00
Cebus Lucky Premium Dried Mangoes
-Price: P 121.00
Jojo Dried Mango Chips
-Price: 21.50
R&M Dried Mango
-Price: P 69.50
Shien Shien Dried Mango
-Price: P 104.50

SECONDARY COMPETITORS:

Jollibites Dried Coconut/ Jackfruit

-Price: P 83.50/ P 67.50
Shien Shien Papaya/Pineapple/Kiamoy Chunks/Seedless Durian
-Price: P 25.00/ P 44.00/ P 45.00/ P 30.00
Fat & Thin Kiamoy Sweet
-Price: P 42.50
Jojo Dried Pineapple Slice
-Price: P 16.50
Philippine Brand Dried Guava/ Banana Fat Balls/ Coco Mango Balls
-Price: P 46.50/ P 46.50/ 79.50

MARKET ANALYSIS (Market Overview)

From an article of the Philippine Star dated September 23, 2015, the country
is experiencing a dwindling production volume from mango farmers. Mango
supply from Philippines cannot meet the demand of its huge market around
the globe and so competitiveness in the export of processed mango products
are being threatened.
High cost of logistics and transport in Philippines makes mango products not
competitive in price and although Philippine mango produce is leading in
quality and taste, Thailand is already ahead in the competition due to its
cheap price.
Lack of financial capacity by farmers limits the production of mangoes.

The industry association, Philippine Food Processors and Exporters Inc.

(PHILFOODEX) recommended duty importation of packaging products and
raw materials which are not locally available. Tariffs for those locally available
is proposed to be lowered to 3%.
To ensure quality and efficiency of employees in production and preparation
of food products, DTI and Philippine Trade Training Center (PTTC) partners up
with companies to conduct trainings like food processing, production of
certain food products, food packaging and labeling, good manufacturing
practice (GMP), marketing, international food related laws and regulations,
and quality standards.
According to DTI VII, the flactuating price of sugar and independable sugar
supply at world parity price hinders production.

SWOT ANALYSIS
STRENGTHS
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Dried Mangoes are nutritious snacks for everyone compared to junk

foods or other additive- enhanced snacks
Dried mangoes have flexible use ( for toppings, ingredients to pastries
or dishes, or plainly for snacks)
Mangoes are easily made available even during its off season because
it is already processed and dried
Dried mangoes are far more convenient than the fresh mangoes which
are messy and sticky
Cebu dried mangoes is soft and chewy
It is also a healthy alternative to sugary snacks because it is healthy
and sweet
It can help prevent and treat diarrhea and constipation
Dried mangoes can help prevent common cold, flu and nausea mainly
because of its nutritional content: source of antioxidants, vitamins, and
minerals such as C, E, K, B, iron and potassium.
It is sold cheaper than other export brands in the international market
Technology used in the hydration and processing of dried mangoes are
from Philippines/ locally made
WEAKNESSES
Market price as sold locally is quite expensive and so local community
might still opt to buy fresh mangoes and make dried mangoes
themselves
Carbohydrates or sugar content of mangoes gets more concentrated
on the process of drying
Heat- sensitive substances like vitamin C are reduced upon the drying
process
The plastic packaging of dried mangoes might cause the prolonged
food to be contaminated by Bisphenol- A/ BPA, a plastic chemical
widely used in the manufacture of products
Cebu dried mangoes is not very popular locally
OPPORTUNITIES

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Packaging of the product could be further enhanced to make it more

appealing and safer
Continuous demand for processed fruits used for cooking and pastries
around the world gives the Cebu dried mango a bigger market
Making the product known to the local community will increase
awareness to balik- bayans, and since our country contributes greatly
to overseas workers, awareness and demand of the product here and
abroad would increase
Distribution of the dried mango products not only in Cebu but in
souvenir shops in every tourist spot destination in the Philippines will
male it more familiar to tourists
Huge market for processed fruit products and increase in world
demand for processed fruits
Labor intensive trainings and employee improvement projects by DTI
and Philippine Trade Training Center
Company's cooperation in sharing ideas with DTI for improvement in
production

THREATS
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As an export product, dried mangoes from Cebu has a lot of

competition from other countries which are also known as world
suppliers of dried mangoes such as Malaysia, Indonesia and African
countries
Typhoons and hurricanes might destroy mango plantations therefore
harming mango supplies because Philippines' location is strategic to
typhoons
Occasional pest attacks destroy and reduce mango fruits which could
be processed and dried
The increase in sugar demand and price in world market might result
to increase in the price of dried mangoes since sugar is used to prolong
its shelf life, thus customers might prefer a cheaper option- either fresh
fruits or another cheaper brand
El Nino phenomena in the Philippines and even global warming itself
might affect mango plants's growth and dry out mango plantations
More advanced technologies used in hydrating and drying mangoes
might make their dried mango products more appealing to customers
Lack of financial capacity by farmers to produce more mangoes
High cost of transportation and logistics in Philippines
Independable sugar supply

TARGET AUDIENCE
Demographics:
Gender: Male and Female
Age Range: 16-55 years old

Education Level: High school Grade, College Undergrad, Graduates/Bachelor Degree

Socio-Economic Class: Class A,B,C1,C2

Geographic:

Hypermarket

Convenient Store

Department Store

Psychographic:

Mango Lover

Favorite Food Snack

Pampasalubong

For Appetizer and Desert

BIG IDEA
A blast of cravings that will make you go the distance
TAGLINE
Savor the Flavor
UNIQUE SELLING PROPOSITION

CANCROMA-X

-to reduce the risk of cancer, heart disease, stroke, Alzheimers and Parkinsons
disease.
-act as antibacterial or antiviral agents.
-promotes healthy aging.
-reduce the risk of lung cancer and colon cancer.
-protects cells from becoming cancerous.
-reduces risk for rheumatoid arthritis by 41 percent.

IQF

- is the rapid freezing of food to preserve its color, taste, and texture. It is the best
process for preserving all the properties of food. It keeps food from spoiling by not
allowing bacteria, molds, and yeast to grow. When thawed, products that are
individually quick frozen have more flavor and better texture than freezing at home.
IQF products is next to the real thing.

ADVERTISING OBJECTIVES
S.M.A.R.T

To encourage the client to deal in the AD agency

To promote the product and make the target audience aware about the
product.

To increase the penetration rate of the product among the target market.

To increase the sales volume by the next 2 months.

To increase exposure to the target market in 3 months.

To inform the target audience about the quality and nutrients of the product
which is rich in vitamins.

To give joy to the target audience by the taste of the product.

To serve as the foundation for the product itself.

To make sure that the client will trust the ability of the AD Agency and let
them to be help in hand.
STRATEGY AND TACTICS
STRATEGY

Promotion of products

TACTICS

Promoting and distributing the

product in the local market and all
over the souvenir shops in the
Philippines.
Distributing posters in tourist spots
and hotels.
Utilizing the transport system-Tourist
bus and taxi.

Make an Advertisement

Penetrating multimedia.
Tie up with international media
networks for the advertisement of
product.

Product awareness

The company should engage and

sponsor events to increase the
product awareness.
Make a product logo.

BUDGET AND MEDIA PLAN

Quarter

TV ADS

RADI
O
ADS

OOH

POP

TRANSI
T ADS

INTERNE
T ADS

1ST
QUARTER

EAT
BULAGA,
SHOWTIM
E, TV
PATROL,
24 ORAS,
SALAMAT
DOK,
PINOY MD

LOVE
RADI
O,
YES
FM,
DZMM
,
MOR,
WIN
RADI
O

ALONG
PASAY
ROAD,
ALONG
EDSA,
ELEVATO
R

POPULAR
RESORTS,
TOURIST
SPOTS,
SOUVENIR
SHOPS,
SUPERMARK
ET,
HYPERMARK
ET,
CONVINIENC
E STORE

TOURIS
T BUS,
DOLLAR
TAXI,
BUS TV
AD

YAHOO,
YOUTUB
E,
FACEBOO
K

EAT
BULAGA,
SHOWTIM
E, TV
PATROL,
24 ORAS,
SALAMAT
DOK,
PINOY MD

LOVE
RADI
O,
YES
FM,
DZMM
,
MOR,
WIN
RADI
O

ALONG
PASAY
ROAD,
ALONG
EDSA,
ELEVATO
R

POPULAR
RESORTS,
TOURIST
SPOTS,
SOUVENIR
SHOPS,
SUPERMARK
ET,
HYPERMARK
ET,
CONVINIENC
E STORE

TOURIS
T BUS,
DOLLAR
TAXI,
BUS TV
AD

YAHOO,
YOUTUB
E,
FACEBOO
K

MARCHMAY

2ND
QUARTER
NOVEMBE
RJANUARY

JINGLE LYRICS
One of the Philippines finest tropical treat
Cebu Dried Mangoes this is it here it is

I guess youre seeking for, I guess youre seeking for

To have it on, have it on, have it on. Yeah!
A blast of cravings that will make you go the distance.
In an adventure lane youll be cruisin in an instance.
This is what youre waiting for, this is what youre waiting for.
So grab it on, grab it on, seize it on.
From the precious land of the Philippines.
This could be found in land of Cebu.
A delicacy that take you to another world.
Oh oh oh Youre gonna love this.