Product Planning and Development Plan - Selecta
Pamantasan ng Lungsod ng Maynila
(University of the City of Manila)
Intramuros, Manila
PRODUCT PLANNING AND DEVELOPMENT PLAN
Submitted by:
Joanine Erica I. Dionisio
BSBA Mktg 4-1
Submitted to:
Prof. Anna M. Miranda
I. EXECUTIVE SUMMARY
Objective: * To increase market share by 11% at the end of the strategic year.
History of 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 flavors, 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 flavors 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 largest ice cream company in the world to form Selecta Walls Incorporated. The joint-venture proved to be a success and in 2000, Selecta defeats competition to become the national ice cream leader.
And that has been the story since—with its passion for exceeding the expectations of consumers, unwavering dedication to quality, and unrelenting quest to improve itself through its innovations, Selecta or Unilever RFM Ice Cream, Inc., sees itself winning stomachs and hearts to be become the world’s preferred pleasure food.
Industry: Foods and Beverages
Founded: 1948 in City of Manila
Founder: Ramon Arce
Area Served:
(University of the City of Manila)
Intramuros, Manila
PRODUCT PLANNING AND DEVELOPMENT PLAN
Submitted by:
Joanine Erica I. Dionisio
BSBA Mktg 4-1
Submitted to:
Prof. Anna M. Miranda
I. EXECUTIVE SUMMARY
Objective: * To increase market share by 11% at the end of the strategic year.
History of 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 flavors, 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 flavors 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 largest ice cream company in the world to form Selecta Walls Incorporated. The joint-venture proved to be a success and in 2000, Selecta defeats competition to become the national ice cream leader.
And that has been the story since—with its passion for exceeding the expectations of consumers, unwavering dedication to quality, and unrelenting quest to improve itself through its innovations, Selecta or Unilever RFM Ice Cream, Inc., sees itself winning stomachs and hearts to be become the world’s preferred pleasure food.
Industry: Foods and Beverages
Founded: 1948 in City of Manila
Founder: Ramon Arce
Area Served: