This document outlines a marketing plan for Nestle Sorbetes ice cream targeting Filipino kids and families. It discusses the total potential market, primary target market of kids and families, and positioning of affordable ice cream that makes families happy. The product is Nestle Sorbetes ice cream in classic Filipino flavors sold in tubs and sticks. Price positioning targets lower-income customers sensitive to price. Promotion uses humor advertising featuring a comedienne on TV, radio, and print. Distribution is through supermarkets, kiosks, food service, ice cream parlors, and convenience stores.

1. Restituto R. Mines Jr.
May 17, 2010
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2. Agenda
Nestle Sorbetes Commercial
Potential Total market
Primary Target Market
Positioning
Product
Price
Promo
Place
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3. Nestle Sorbetes Commercial
http://www.youtube.com/watch?v=V-fnE1pmeBw
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4. Potential Total Market
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5. Primary Target Market
Filipino Kids and their Whole Families
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6. Positioning
Affordable, sanitized-prepared ice cream that will make every
Filipino kids and their whole families happy and satisfied
Brings back childhood ice cream experience with a
delightful treat
Flavors that continue to add sweetness to our childhood
memories helped define our Filipino taste, our sense of
who we are and what happiness means for us
With Nestle Sorbetes, it goes beyond just value of
money: the good times, bonding and memories that result
from sharing
Strong cultural heritage, mass appeal and close to heart
of pinoy
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7. Product
Classic and affordable ice cream
Different Filipino Flavors: Buko
Melon, Keso, Ube, Langka
Available in Tub and Handy Stick
Sizes
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8. Price
Lower costs to lower price points
Another Nestle Ice cream variant affordable to
average customers
Second line product to lower end customers who are
less demanding in quality but more sensitive to price
Vs. Competition
Particulars Selecta (3 in Nestle Nestle
1 plus 1) Sorbetes
Regular
Gallon Size Php 200 Php 275 Php 197
Half Size Php 100 Php 165 Php 100
Handy Pack Php 15 Php 25-35 Php 12
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9. Promotion
Advertising (Humor Strategy using Comedienne Pokwang)
Television Commercials
Radio Plugs
Point of Purchase
Posters
Billboards
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10. Place
Supermarket Food Service Convenience Store
Ice Cream
Kiosk Parlor
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11. Summary
Potential Total Market Kids, Parents, Friends, Grandparents, Teenagers
Primary Target Market Kids and their whole families
Positioning Affordable ice cream that will make every Filipino kids
and their whole families happy and satisfied
Product Nestle Sorbetes Ice Cream 2.5 L and sticks
Flavors: Ube, langka, keso, buko melon
Price Low- price ice cream for lower end customer who are
sensitive to price
Promotion Advertising – TV, radios, print thru humor
communication strategy (Pokwang)
Place Supermarket, kiosk, food service, ice cream parlor,
convenience store
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12. Restituto R. Mines Jr.
May 17, 2010
May 17, 2010 12