“ A TOUCH OF MALICE”
<ul><li>Ms. Mercedes Padilla- the founder Beverage Innovations Inc. </li></ul><ul><li>Support her brother, Vince for promo...
<ul><li>“ Sweet on the outside, but sinful from within.” </li></ul><ul><li>In a see-through bottle with a Malice logo in f...
<ul><li>Year 2002 </li></ul><ul><li>The case was written by Michael Benedict A. Lopez, under the supervision of Prof. Edua...
<ul><li>How will Ms. Padilla enhance the quality of her product? </li></ul>&quot;A TOUCH OF MALICE&quot; Statement of the ...
<ul><li>To be able to identify the threats, opportunities, weaknesses, and strengths of the alcoholic drinks created by Ms...
<ul><li>Ms Padilla was the first one to market lambanog, distinctly native, strong, coconut-based liquor, in the commercia...
&quot;A TOUCH OF MALICE&quot; Areas of Consideration TOWS   <ul><li>STRENGTHS </li></ul><ul><li>Use of native product </li...
&quot;A TOUCH OF MALICE&quot; Areas of Consideration TOWS   <ul><li>STRENGTHS </li></ul><ul><li>Use of native product </li...
&quot;A TOUCH OF MALICE&quot; Areas of Consideration TOWS   <ul><li>STRENGTHS </li></ul><ul><li>Use of native product </li...
&quot;A TOUCH OF MALICE&quot; Areas of Consideration TOWS   <ul><li>WEAKNESSES </li></ul><ul><li>Improper Strategic </li><...
&quot;A TOUCH OF MALICE&quot; Areas of Consideration TOWS   <ul><li>WEAKNESSES </li></ul><ul><li>Improper Strategic   Plan...
&quot;A TOUCH OF MALICE&quot; A. BLIND TEST  <ul><li>Advantages </li></ul><ul><ul><li>Accurate data </li></ul></ul><ul><ul...
<ul><li>Disadvantages </li></ul><ul><ul><li>Costly </li></ul></ul><ul><ul><li>Dependent on professionals opinions </li></u...
<ul><li>Disadvantages </li></ul><ul><ul><li>Time Consuming </li></ul></ul><ul><ul><li>Costly </li></ul></ul><ul><ul><li>Di...
<ul><ul><li>Hire Professional Experts </li></ul></ul><ul><ul><li>Major Determinant is taste of the product </li></ul></ul>...
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  1. 1. “ A TOUCH OF MALICE”
  2. 2. <ul><li>Ms. Mercedes Padilla- the founder Beverage Innovations Inc. </li></ul><ul><li>Support her brother, Vince for promotional gimmick purposes </li></ul><ul><li>El Tomador- a pure lambanog drink, 1999 </li></ul><ul><li>Malice – a labanog-based alcopop drink, 2000 </li></ul>&quot;A TOUCH OF MALICE&quot; Executive Summary
  3. 3. <ul><li>“ Sweet on the outside, but sinful from within.” </li></ul><ul><li>In a see-through bottle with a Malice logo in front </li></ul><ul><li>The bottle was capped similar top wine and came in pastel colors </li></ul>&quot;A TOUCH OF MALICE&quot; Executive Summary
  4. 4. <ul><li>Year 2002 </li></ul><ul><li>The case was written by Michael Benedict A. Lopez, under the supervision of Prof. Eduardo A. Morato, Jr., GZO Professor for Development Management at the Asian Institute of Management </li></ul>&quot;A TOUCH OF MALICE&quot; Time Context
  5. 5. <ul><li>How will Ms. Padilla enhance the quality of her product? </li></ul>&quot;A TOUCH OF MALICE&quot; Statement of the Problem
  6. 6. <ul><li>To be able to identify the threats, opportunities, weaknesses, and strengths of the alcoholic drinks created by Ms. Padilla herself. </li></ul><ul><li>To be able to provide ways to improve the product’s quality and design. </li></ul><ul><li>To be able to specify the advantages and disadvantages of the available strategies identified based on the TOWS analysis. </li></ul>&quot;A TOUCH OF MALICE&quot; Objectives
  7. 7. <ul><li>Ms Padilla was the first one to market lambanog, distinctly native, strong, coconut-based liquor, in the commercial market. She developed a new product that targets women ages 18-30 years old. This is due to her dissatisfaction with the drinks offered in the market during that time. Preferably consumers would drink liquor because its good taste. </li></ul>&quot;A TOUCH OF MALICE&quot; Assumption
  8. 8. &quot;A TOUCH OF MALICE&quot; Areas of Consideration TOWS <ul><li>STRENGTHS </li></ul><ul><li>Use of native product </li></ul><ul><li>Cheaper cost compared to the other alcoholic beverages </li></ul><ul><li>3. Cover 4 subcategories of alcoholic drink </li></ul><ul><li>WEAKNESSES </li></ul><ul><li>Improper Strategic </li></ul><ul><li>Planning </li></ul><ul><li>Inappropriate product design </li></ul><ul><li>3. Poor product quality </li></ul><ul><li>OPPORTUNITIES </li></ul><ul><li>Few manufacturers </li></ul><ul><li>Availability of raw materials </li></ul><ul><li>3. Large consumers </li></ul>S1, O1; S2, O1; S3, O2 – Product Development S1, O2; S2, O2 – Backward Integration S1, O3; S3, O1 – Market Development S2, O3 – Bulk Discount S3, O3 –Market Differentiation W1, O1; W1, O2 – Set a systematic process of planning W1, O3; W2, O1 – Conduct STEP analysis W2, O2 – Product redesigning W2, O3 – Market Improvement W3, O1 – Conduct a market survey W3, O2 – Hire professional experts W3, O3 – Enhance product quality <ul><li>THREATHS </li></ul><ul><li>Globalization </li></ul><ul><li>Colonial mentality </li></ul><ul><li>3. Strong competition in the liquor industry </li></ul>S1, T1; S3, T1 – Exportation S1, T2 – Market Development S1, T3; S2, T3 – Advertise S2, T1 – Allocate cost saving to marketing S2, T2; S3, T2 – Blind testing S3, T3 – Product Development W1, T1 – Set a systematic process of planning W1, T2 – Product blind testing W1, T3 – Market Penetration W2, T1 – Create distinguishable product packaging W2, T2 – Enhance product acceptance (use of native product) W2, T3 – Improve product design W3, T1 – Hire professional experts W3, T2; W3, T3 – Product blind testing
  9. 9. &quot;A TOUCH OF MALICE&quot; Areas of Consideration TOWS <ul><li>STRENGTHS </li></ul><ul><li>Use of native product </li></ul><ul><li>Cheaper cost compared to the other alcoholic beverages </li></ul><ul><li>Cover 4 subcategories of alcoholic drink </li></ul><ul><li>OPPORTUNITIES </li></ul><ul><li>Few manufacturers </li></ul><ul><li>Availability of raw materials </li></ul><ul><li>Large consumers </li></ul>S1, O1; S2, O1; S3, O2 – Product Development S1, O2; S2, O2 – Backward Integration S1, O3; S3, O1 – Market Development S2, O3 – Bulk Discount S3, O3 – Market Differentiation
  10. 10. &quot;A TOUCH OF MALICE&quot; Areas of Consideration TOWS <ul><li>STRENGTHS </li></ul><ul><li>Use of native product </li></ul><ul><li>Cheaper cost compared to the other alcoholic beverages </li></ul><ul><li>Cover 4 subcategories of alcoholic drink </li></ul><ul><li>THREATHS </li></ul><ul><li>Globalization </li></ul><ul><li>Colonial mentality </li></ul><ul><li>Strong competition in the liquor industry </li></ul>S1, T1; S3, T1 – Exportation S1, T2 – Market Development S1, T3; S2, T3 – Advertise S2, T1 – Allocate cost saving to marketing S2, T2; S3, T2 – Blind testing S3, T3 – Product Development
  11. 11. &quot;A TOUCH OF MALICE&quot; Areas of Consideration TOWS <ul><li>WEAKNESSES </li></ul><ul><li>Improper Strategic </li></ul><ul><li>Planning </li></ul><ul><li>Inappropriate product design </li></ul><ul><li>Poor product quality </li></ul><ul><li>OPPORTUNITIES </li></ul><ul><li>Few manufacturers </li></ul><ul><li>Availability of raw materials </li></ul><ul><li>Large consumers </li></ul>W1, O1; W1, O2 – Set a systematic process of planning W1, O3; W2, O1 – Conduct STEP analysis W2, O2 – Product redesigning W2, O3 – Market Improvement W3, O1 – Conduct a market survey W3, O2 – Hire professional experts W3, O3 – Enhance product quality
  12. 12. &quot;A TOUCH OF MALICE&quot; Areas of Consideration TOWS <ul><li>WEAKNESSES </li></ul><ul><li>Improper Strategic Planning </li></ul><ul><li>Inappropriate product design </li></ul><ul><li>Poor product quality </li></ul><ul><li>THREATHS </li></ul><ul><li>Globalization </li></ul><ul><li>Colonial mentality </li></ul><ul><li>Strong competition in the liquor industry </li></ul>W1, T1 – Set a systematic process of planning W1, T2 – Product blind testing W1, T3 – Market Penetration W2, T1 – Create distinguishable product packaging W2, T2 – Enhance product acceptance (use of native product) W2, T3 – Improve product design W3, T1 – Hire professional experts W3, T2; W3, T3 - Product blind testing
  13. 13. &quot;A TOUCH OF MALICE&quot; A. BLIND TEST <ul><li>Advantages </li></ul><ul><ul><li>Accurate data </li></ul></ul><ul><ul><li>Eliminate </li></ul></ul><ul><ul><li>partiality or bias </li></ul></ul><ul><ul><li>Lesser risk </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Time-Consuming </li></ul></ul><ul><ul><li>Costly </li></ul></ul><ul><ul><li>Inherent </li></ul></ul><ul><ul><li>Limitation on </li></ul></ul><ul><ul><li>sample size </li></ul></ul>Alternative Courses of Action
  14. 14. <ul><li>Disadvantages </li></ul><ul><ul><li>Costly </li></ul></ul><ul><ul><li>Dependent on professionals opinions </li></ul></ul><ul><ul><li>Difficulty in hiring qualified professionals </li></ul></ul>&quot;A TOUCH OF MALICE&quot; B. HIRE PROFESSIONAL EXPERTS <ul><li>Advantages </li></ul><ul><ul><li>Less Trial and </li></ul></ul><ul><ul><li>Error </li></ul></ul><ul><ul><li>Additional </li></ul></ul><ul><ul><li>product insights </li></ul></ul><ul><ul><li>Correct product </li></ul></ul><ul><ul><li>procedure </li></ul></ul>Alternative Courses of Action
  15. 15. <ul><li>Disadvantages </li></ul><ul><ul><li>Time Consuming </li></ul></ul><ul><ul><li>Costly </li></ul></ul><ul><ul><li>Difficulty in hiring qualified professionals </li></ul></ul>&quot;A TOUCH OF MALICE&quot; C. STEP ANALYSIS <ul><li>Advantages </li></ul><ul><ul><li>Quality data </li></ul></ul><ul><ul><li>Determine </li></ul></ul><ul><ul><li>specific needs </li></ul></ul><ul><ul><li>Lesser risk </li></ul></ul>Alternative Courses of Action
  16. 16. <ul><ul><li>Hire Professional Experts </li></ul></ul><ul><ul><li>Major Determinant is taste of the product </li></ul></ul><ul><ul><li>Easier way on manufacturing product </li></ul></ul><ul><ul><li>Less Trial and Error </li></ul></ul><ul><ul><li>Correct Product Procedure </li></ul></ul>&quot;A TOUCH OF MALICE&quot; Conclusion/ Recommendation

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