Marketing strategies of Pure and Rich Food International, Inc. / by Hermilina A. Mendoza.

Case study (B.S.B.M.--Marketing) Cavite State University

Includes bibliographical references.

College of Economics, Management, and Development Studies (CEMDS)

MENDOZA, HERMILINA AMBUNAN, " Marketing Strategies of Pure and Rich Food International Incorporated", Undergraduate Case Study, Bachelor of Science in Business Management major in Marketing, Cavite State University, Indang, Cavite. Adviser : Mrs. Lolita Herrera.
A case study was conducted at Pure and Rich Food International Inc. located at Km 42 Hugo Perez, Trece Martirez City from November 1998 to January 1999. The general objective of the study was to analyze the organization's marketing strategies that covers the product, price, place and promotion strategies. Specifically, the study aimed to: 1) describe the marketing operation of Pure and Rich Food International Inc.; 2) analyze the marketing strategies of the firm; 3) identify the marketing problems of the firm and suggest some feasible solutions; 4) determine the firm's future plans; and 5) evaluate the efficiency of marketing strategies of Pure and Rich Food International Inc.
Data on the organization's marketing strategies were gathered through formal and informal personal interviews. Additional information were collected through secondary data from the office records and files, sales manuals and brochures. Other valuable information were gathered through personal observations. Descriptive and quantitative methods were used to analyze the data regarding the marketing strategies. Pure and Rich Food International Inc. priced its products using several pricing techniques. The company used the cost-plus method wherein the cost of production is calculated and add a 30 percent mark-up for profit. The company also adheres to follow
prevailing market price to be able to be more competitive. Price of the products are also based on stock position of the firm and prices are based on the supply and demand for the product. Pure and Rich Food International Inc. offered a 100 percent pure, all natural and unadulterated high quality fruit processed products through the utilization of the most modern facilities. The company employs food technologist to ensure the quality of the products. All products are required to comply with the official product specifications and legal requirements of Bureau of Food and Drug. The research and development analysis was done to meet the product standard and quality. Seasonal availability of fruits dictates the production schedule of processing plant. Of the marketable products of Pure and Rich Food International Inc., 60 percent is distributed to the international market and only 40 percent to local market. Among the countries which import their products are U.S.A., Japan, United Kingdom, Canada„ Taiwan and China. Among the local customers of the firm are Selecta for their Ice Cream, San Miguel Corporation for their fruit beverages, La Tondena for Zip Fruit juice and concentrate, Magnolia Nestle for their Ice Cream and fruit beverages and other big firms producing fruit juices, concentrates, ice cream and beverages. Pure and Rich Food International Inc. gives some promo in order to attract clients. In addition, giving incentives like payment in credit terms to their regular customer is practiced by the firm. It also uses brochures, sales manual and give samples of its products to their target customers.
The following are recommended : a) the company must go into contract growing from big farms to be able to get adequate supply of raw materials to produce steadily and cater the year round demand of the buyers; b) get a contact person in one designated area who will be responsible for getting a supplier of fruits as raw materials and at the same time monitor the supply of fruits; c) proper product specification from each client should be considered before actual production to be able to meet the legal requirements and each product should possess those properties which will fit to the need of the market; d) meet the same level of pricing of other high quality brand competitors; e) provide more facilities and equipment to cater to different types of fruit processed products; f) proper scheduling of activities should be done.

Submitted to the University Library 07/18/2007 CS-254