Preview

Case Study

Powerful Essays
Open Document
Open Document
2670 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Case Study
SELECTA

I. Summary
Selecta was unknown and a dying brand when RFM Corporation bought it in a bid to contest Magnolia¡¦s monopoly of the Philippine ice cream market. And when RFM Corporation bought Selecta in 1990, the company through its winning formula of high-quality, marketing innovation, modern production technology and strong distribution network was able to capture 39% of the ice cream market from 1% Nationwide after more than 2 years from taking over the ownership. With the increasingly intense competition as other competitors are jockeying for a larger share of the market, Selecta has to plan its growth and business strategy in the future.

With its passion for exceeding the expectations of consumers, unwavering dedication to quality, and unrelenting quest to improve itself through its innovations, Unilever RFM Ice Cream Incorporated sees itself winning stomachs and hearts to be become the world’s preferred pleasure food. MAS MASAYA TALAGA PAG MAY SELECTA!
Selecta’s humble beginnings can be traced to the Arce family’s ice cream parlor in Manila in 1948. Its ice cream was well-known for its creaminess, authentic flavours, and unique gold can packaging—qualities that remained throughout the years.

In 1990, RFM Corporation bought Selecta from the Arce family to form Selecta Dairy Products, Inc. Known for its sharp entrepreneurship, RFM catapulted the rise of Selecta as a serious contender in the ice cream market—always ahead in product innovations by creating new and exciting flavours like Cookies and Cream, Halo Halo, Ube Macapuno, and Chocolate Almond Fudge, and supported by heart-warming media campaigns that depict Selecta as an ice cream that creates family bonding moments. In 1997, Selecta became the market leader in the Philippine capital, which accounted for 60% of the nation’s ice cream consumption.

In 1999, to complement its frozen novelties category and strengthen itself for competition, RFM teamed up with Unilever, the

You May Also Find These Documents Helpful

  • Satisfactory Essays

    SWOT ANALYSIS

    • 619 Words
    • 3 Pages

    Leadership position in the US confectionery market due to well known product brands, backed by ample advertising investments.…

    • 619 Words
    • 3 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Case Study

    • 943 Words
    • 4 Pages

    Choose the answer which best completes the following statement or answers the following question. Base your answers to questions 1 through 5 on the diagram of a microscope below and on your knowledge of biology. Place the letter(s) corresponding to your answer in the appropriate blank on your student answer sheet.…

    • 943 Words
    • 4 Pages
    Satisfactory Essays
  • Good Essays

    In this case, the top management put the new frozen dessert--- Sweet Dream on ice; however, the product manager felt it was not a correct decision and tried to persuade the top managers to reconsider. The company of Paradise Foods didn’t realize the threat on LaTreat and the opportunities on Sweet Dream. They didn’t embrace the concept of using analytical marketing research based on computer technologies as the premise of the right decision. The issues are:…

    • 959 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    The slogan for Marble Slab Creamery is “The freshest ice cream on earth™”. Their high set of standards aims to bring the exquisite taste of fresh-made gourmet ice cream. Although Marble Slab creamery focuses on “freshness” as their main USP, we feel that it is not unique enough as many ice cream brands also offer freshly made ice cream. Moreover, through our survey, we found out that most consumers value novelty and uniqueness in ice-cream brands rather than the freshness (refer to Appendix B). Hence, what truly differentiates Marble Slab Creamery from other ice cream brands is its variety of 40 mix-ins, such as candy and fresh fruit, which they offer with their ice cream.…

    • 5948 Words
    • 17 Pages
    Powerful Essays
  • Powerful Essays

    Case Study

    • 1652 Words
    • 7 Pages

    Overview: Universal Luxury Group is an international group of companies principally engaged in the production and sale of luxury goods including Food and Beverages, Fashion and Leather Goods, Perfumes and Cosmetics, Watches and Jewelry, and other business. Among them, this case is handling Perfumes and Cosmetics business group that accounts for EUR 2,231M, 19% of sales revenue.…

    • 1652 Words
    • 7 Pages
    Powerful Essays
  • Good Essays

    Colombo Soft Yogurt

    • 968 Words
    • 4 Pages

    1) Colombo Yogurt Company faces competition in two different channels, namely the independent yogurt shops and impulse shops that sell other products besides yogurt. During the early 90s, Colombo’s competitive environment consists mainly of franchise operations like TCBY and Freshens. The size of these franchise companies that account for most of the independent yogurt stores pose a serious competition to Colombo and by the early 90s, the yogurt stores have added distinctive new products such as smoothies, boosters and granitas. Meanwhile, many yogurt stores that fail to innovate and introduce new products were put out of business. This puts a lot of pressure on Colombo to continue its research and develop its yogurt product line. As for its impulse channel, Colombo Yogurt faces competition from other products that are served by these impulse stores that consists of food service operators like cafeterias, colleges, and buffets. The focus is much less on yogurt in these stores and they’re usually less committed in taking additional risks like buying new equipments or getting additional labor to serve differentiated yogurt products like smoothies. Essentially, the impulse stores can easily replace yogurt from its product offerings and Colombo also faces stiff competition from other brands to attempt selling its yogurt and its other differentiated products.…

    • 968 Words
    • 4 Pages
    Good Essays
  • Good Essays

    case study

    • 1136 Words
    • 10 Pages

    Genuine Motor Products, located in Northern Ohio, manufactures precision measuring devices to monitor exhaust emission systems for new and used automobiles. Its products are sold worldwide.…

    • 1136 Words
    • 10 Pages
    Good Essays
  • Powerful Essays

    Ice Fili

    • 1731 Words
    • 6 Pages

    Ice Fili have a strong position in the market but their relative differentiation and cost position left them ‘stuck in the middle’ with respect to some regional and multinational firms. It is clear from the financial statements that the years following the crisis of ‘98 took their toll as we see a steady decrease in sales. Ice cream consumption in Russia continues to grow by an average of 3.5% over past two years (2001-2002) indicating a steady market. However, in order to remain competitive in an increasingly competitive market it may now be the time to reassess the current business model and plan strategic direction for the future.…

    • 1731 Words
    • 6 Pages
    Powerful Essays
  • Satisfactory Essays

    * The power of the suppliers and buyers. As the present competition and potential new competition in the “frozen desserts” segment, have a major effect externally.…

    • 464 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Case Study

    • 1512 Words
    • 7 Pages

    For my role as a staff accountant, I was assigned to research the appropriate accounting for revenue treatment of construction contracts for a client, LabCo. In specific, I was assigned to oversee LabCos’ contract involving a six-axis laser-cutting machine with Halibut Co. After researching and developing a theory based on the Financial Accounting Standards Boards’ Codification, I have concluded that LabCos’ treatment of revenue was reasonable; however, they should have changed revenue recognition principles sooner. In this situation, there are three possible ways they can handle changing their accounting method: Retrospective Application, Change in Accounting Estimate Method, or Change in Estimate Affected by Accounting Principle.…

    • 1512 Words
    • 7 Pages
    Powerful Essays
  • Good Essays

    Login

    • 583 Words
    • 3 Pages

    Increasingly affluent lifestyles are making people more discerning regarding their dietary requirements and preferences. To meet diversified appetites, Glico implements a multifaceted business strategy with an expanding overseas business network. This includes Thai Glico, Shanghai Ezaki Glico Foods and General Biscuit Glico France. In Japan, various affiliates concentrate in their respective areas. For example, Glico Dairy Products supplies dairy products, drinks and desserts, while Glico Foods produces and markets ham, sausages and precooked meat products along with materials for processed foods. The Glico Group continues to expand the stage for its business activities in order to achieve “A Wholesome Life in the Best of Taste”Glico has its own original ice cream product lines. For instance, its “Giant Cone” features ice cream, chocolate and nuts in a large cone. This product has become a sensational hit for its appealing flavor combination and…

    • 583 Words
    • 3 Pages
    Good Essays
  • Best Essays

    case study

    • 2974 Words
    • 15 Pages

    The course is focused on issues that deal with the development of the self in an…

    • 2974 Words
    • 15 Pages
    Best Essays
  • Good Essays

    Haagan Daz

    • 822 Words
    • 4 Pages

    * To develop a new product in order to counter the increasing competition from other low-fat and low-calorie ice cream products as well as the new entrants to the super premium category…

    • 822 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    This project focuses on finding ways of making P&P a more competitive company. To do this I interviewed P&P’s management in order (i) to understand the company and its decision making process, and (ii) to get data that are important for my analysis. Furthermore, I conducted a field research in an attempt to understand consumer habits, tastes and price sensitivity when it comes to ice cream.…

    • 23298 Words
    • 94 Pages
    Powerful Essays
  • Powerful Essays

    Marketing and Ice Cream

    • 1401 Words
    • 6 Pages

    Selecta was unknown and a dying brand when RFM Corporation bought it in a bid to contest Magnolia¡¦s monopoly of the Philippine ice cream market. And when RFM Corporation bought Selecta in 1990, the company through its winning formula of high-quality, marketing innovation, modern production technology and strong distribution network was able to capture 39% of the ice cream market from 1% Nationwide after more than 2 years from taking over the ownership. With the increasingly intense competition as other competitors are jockeying for a larger share of the market, Selecta has to plan its growth and business strategy in the future.…

    • 1401 Words
    • 6 Pages
    Powerful Essays

Related Topics