Arce Dairy Ice Cream
CASE: ARCE DAIRY ICE CREAM
I. TIME CONTEXT 1991
II. VIEW POINT Elsie Arce-Romero, VP Advertising and Promotions
III. CENTRAL PROBLEM
How will Arce Dairy Ice Cream compete in the ice cream industry and regain success using its new brand name?
Symptoms: Low market share, wherein, Arce Dairy Ice Cream belongs to the remaining 10% of the ice cream market.
Cause: Poor promotional and distribution strategies
IV. STATEMENT OF OBJECTIVES:
Must Objective:
To increase in one month’s time the company’s market share by 5%.
Want:
To gain favorable market control in the succeeding years.
V. AREAS OF CONSIDERATIONS
A. Internal Environment
Strengths:
1. Arce Dairy Ice Cream is made of fresh carabao’s milk (“all natural”);
2. The finished product is tastier and richer (more flavorful);
3. They have variety of ice cream flavors;
4. They use fresh ingredients like whole seasonal fruits and other natural products;
5. Arce Dairy Ice Cream has distinct taste and high quality (the firm rejects delivery of ingredients that do not pass high quality standards, no matter how inexpensive);
6. They have hundred heads of milking carabaos in the Arce dairy farm; and
7. Their 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
Opportunities:
1. People’s acceptance to its new brand name;
2. Better company image;
3. Increase in sales once their market respond to them positively;
4. Increase in market share;
5. They could introduce new product line using their fresh milk;
6. More flavors to introduce using
I. TIME CONTEXT 1991
II. VIEW POINT Elsie Arce-Romero, VP Advertising and Promotions
III. CENTRAL PROBLEM
How will Arce Dairy Ice Cream compete in the ice cream industry and regain success using its new brand name?
Symptoms: Low market share, wherein, Arce Dairy Ice Cream belongs to the remaining 10% of the ice cream market.
Cause: Poor promotional and distribution strategies
IV. STATEMENT OF OBJECTIVES:
Must Objective:
To increase in one month’s time the company’s market share by 5%.
Want:
To gain favorable market control in the succeeding years.
V. AREAS OF CONSIDERATIONS
A. Internal Environment
Strengths:
1. Arce Dairy Ice Cream is made of fresh carabao’s milk (“all natural”);
2. The finished product is tastier and richer (more flavorful);
3. They have variety of ice cream flavors;
4. They use fresh ingredients like whole seasonal fruits and other natural products;
5. Arce Dairy Ice Cream has distinct taste and high quality (the firm rejects delivery of ingredients that do not pass high quality standards, no matter how inexpensive);
6. They have hundred heads of milking carabaos in the Arce dairy farm; and
7. Their 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
Opportunities:
1. People’s acceptance to its new brand name;
2. Better company image;
3. Increase in sales once their market respond to them positively;
4. Increase in market share;
5. They could introduce new product line using their fresh milk;
6. More flavors to introduce using