Marketing Draft

I. INTRODUCTION A. The Company Central Macaroni Inc. (CENMACO) was established in 1951. Back then, the company’s main business was manufacturing macaroni (thus the name Central Macaroni), but in 1958, the company ventured into the fruit processing business. Today the market exports finished goods such as fruit purees, fruit juices, canned peas, and canned chickpeas, under the brand name ‘Gina’. The market it mainly exports to are: North America (US), Canada, Germany, Italy, Holland, London, Brussels, and Switzerland. As for South East Asia, they export to Hong Kong, Brunei, Japan, and a very little found in Cambodia. The company is a processor from raw to finished goods. This means that they buy fresh fruits and they process it themselves. Their products are expensive and cater to the AB segment of the market. B. Market Offering 1. Product CENMACO’s main products are fruit purees and juices of mango, calamansi, papaya, pineapple, guava, guyabano, and tropical fruit. Other than that, they also have iodized salt, green peas, and chickpeas (garban sauce). They also offer services such as toll processing, wherein they process raw materials or semi-finished goods for another company. With this, they offer two types of packaging: industrial packaging and consumer packaging. For the industrial packaging, they present their raw materials packed in bulks. This constitutes in 220 kg drums or 25 kg boxes. Consumer packs on the other hand, are packaging seen often in malls or stores. They come in 240 ml, 340 ml, and 1 L packs.

240ml | 340ml | 1L | | | | | | | | | |

2. Value

2. Value Proposition For a company who’s got their eye on the AB segment of the market, high quality products come with a price, especially since the fruit puree/juice market, with mango products in focus, is small. With this, CENMACO go