I.

Executive Summary:

Market Review / Problem:

Birch Tree Full Cream Milk Powder has been in the market since the 1970', product from the Philippines manufactured by the Snow Mountain Dairy Corporation, a business unit belonging to the Century Pacific Group of Companies (same group manufacturing Century Tuna, Argentina, etc). Because of high competition exist in the market, Birch Tree Full Cream Milk is now decreasing the sales and its number of competitors is fast growing in the market. Another factor is that the product has no new strong brand image and advertising strategy. Almost Pilipino prefers to buy products with good public image, and also issues of several companies milk related products were responsible for widespread instances of food poisoning thats why Birch Tree milk is lost most sellable product.

Market Strategies:

Strategies is to continue reaching almost all age, group of target market, primarily built around mass media through advertising in newspaper, radio, television, website etc. to be able to caught the appeals and patronize again in our country , specially to the target market. Maintain the good relationship by understanding the consumer.

Market Research Objectives:

The main inquiry of this study as a student of Cavite State University is to Re- launch campaign of Birch Tree Full Cream Milk Powder to a new product and develop the product through Flavor or Taste, Image, packaging, affordability, availability, quality, and benefits that contributes to the consumer health by providing superior milk dairy products to our country. For the delicious, worry free product and carrying

out the integrated quality assurance activities from raw materials procurement and production to distribution, product awareness and sale promotion.

Recommendation:

This study recommends the company of Century pacific group and Snow Brand Milk Products Company to develop and initiate targeted activities to manage and improved their operations and understand the needs and wants of the customer to satisfy them.

This study recommends to the customers to be objective critics. Giving some feedbacks are important especially by the management to help improve the companys products. This can be also serves as the guide to improve the products and to identify the specific need of the customer that are not yet meet by the companys.

II.

The Challenge:

Introduction:

Birch Tree Full Cream Milk is made from 100% pure cow's milk with no added sugar and no added vegetable oil. Kids can enjoy the delicious full cream taste while moms enjoy great savings. Kid Sarap, Laking Tipid, make Birch Tree the Smart Choice. It's everybody's milk!

Birch Tree Full Cream Milk Powder is a product from the Philippines manufactured by the Snow Mountain Dairy Corporation, a business unit belonging to the Century Pacific Group of Companies (same group manufacturing Century Tuna, Argentina, etc). Snow Brand has refocused on its original corporate mission of contributing to consumer health by providing superior milk and dairy products. For delicious, worry-free products, we are carrying out integrated quality assurance activities from raw materials procurement and production to distribution and sales. Our strategy includes establishing a product safety inspection department; thorough implementation of Hazard Analysis and Critical Control Point (HACCP) Management; enhancing plant inspection systems; reinforcing the quality assurance system for the Snow Brand group; and establishing a new food hygiene research facility and contributes research results to society. Snow Brand Milk Products Company, Ltd. once operated as the largest--and most respected-dairy concern in Japan. During 2000, however, several of the companies milk related products were responsible for widespread instances of food poisoning among Japanese consumers. Just as the firm began to restructure and slowly recover from the incident, subsidiary Snow Brand Foods Co. was named in a beef labeling scandal. As a result, the company announced in 2002 that it would spin off all of its businesses and transfer its milk and dairy drink business to the National Federation of Agricultural Cooperatives Associations and trading firm Itochu Corp.

Birch Tree Full Cream Milk is made from 100% pure cow's milk, high in calcium and phosphorus which are essential in building bones and maintaining bone health. It's also a good source of Zinc that promotes growth and development, Magnesium that helps maintain muscle and nerve function, Vitamin A for sharp eyesight, and B vitamins (B1 and B2) for good body resistance. Unlike most milk drinks in the market, Birch Tree has no sugar or vegetable oil added. Other filled milk powders or milk powder drinks would have these additives deteriorating the nutritional value of pure cow's milk, hence they are less expensive. Birch Tree has been in the market since the 1970's and made a recent come back with its relaunch in 2009. It has been known for its famous catchphrase "It's everybody's milk!" and its iconic elements (1) cow in the meadow & (2) birch tree on its (3) yellow and green packaging. The product has been developed under the authority of the Holland Creamery and Dairy International Corporation, so value nutrition and quality are guaranteed.

III.

Situation Analysis :

A. Company Analysis:
Century Pacific Group of Companies Century Pacific Group of Companies, through its subsidiaries, manufactures, markets, and distributes sea food, beef and meat, and milk products. Overview In 2001, CPG expanded into the canned milk market with Snow Mountain Dairy Corporation located at 48 Amang Rodriguez Avenue, Ignacio Compound, Manggahan, Pasig City, Metro Manila 1611Manila, and Philippines 1611

OUR COMMON PURPOSE To nourish and delight everyone, everyday, everywhere

VISION
We will be respected as a team of passionate, consumer-oriented, professional entrepreneurs committed to lead and work together to delight families in the Philippines, the region, and the world. Guided by Divine Providence, we will be a company of choice of every household and trade partner, valued and trusted for our brands and products that deliver quality, service, taste, convenience, innovation and affordability.

MISSION
Only a group that shares one mission, united by a common purpose, all pulling in the same direction, guided by Divine Providence can set in motion and realize the Mission of Century Pacific Group. This team knows that our destiny will be a shared one. Success becomes attainable if we go together as a team

CULTURE:

Values

Respect for the Individual Teamwork Passion

Humility Unity Malasakit

THE TREE OF LIFE

The Tree of Life is a symbol of life and fertility. When nurtured, it grows tall and strong. Providing shade from the heat or shelter in a storm. The Tree also bears fruit that gives nourishment and prosperity. The Core Values of Century Pacific Group are symbolized by the Core Values Tree, each part represents a value that is integral to who we want to be, how we treat each other, and how we relate to all the company's stakeholders. The leaves of the CPG VMV Tree represent the Core Value of Respect for the Individual. Each leaf is unique and small relative to the whole and yet each one's contribution is welcome and integral to the big picture. The roots at the bottom of the CPG VMV Tree form the base by which the company is founded on. Together, they the topmost branch represents CPG's Core Value of Passion for Excellence. It symbolizes the company's continuous effort to reach the highest corporate ideals and ambitions. Bear the weight of the whole tree with little difficulty. They represent the Core Value of Teamwork. The branches that hold together the CPG VMV Tree may be hidden by the leaves, but they are the sturdy structures that support the form of the whole. They represent the Core Value of Humility. The trunk of the CPG VMV Tree represents the Core Value of Unity. Members of the group are as one in its objectives and are as sturdy and firm in conviction as the solid body of the tree. T

he shade that the CPG VMV Tree provides a smaller sapling represents the Core value of Malasakit. Its branch extends outward to provide refuge to those in need, a symbol of compassion and sacrifice, and taking care of what's entrusted to each of us.

Strengths:
Strengthen organization into a world-class, multi-skilled organization with a strong

corporate culture. Performance! Performance! Performance!. Seek international opportunities to grow branded business. Snow Mountain Dairy Corporation is continued to make strong partnership through different companies, that associated and authority of producing and trading product Birch tree full cream milk in our country, for the product to grow and also financial growth by promoting it, as well as, sales of smaller to large version of product.

Weaknesses:
It has no direct market outlet, and with a limited supply of Birch tree milk in any region in our

country and also availability of product in mini store. Also it has old facilities and equipment.

Market Shares:
After launching of Snow Maintain Company corp. through the Century Pacific Group of Companies on 2009 the market shares of the Birch tree full cream milk to the Philippine market is decrease than other companies competitors Birch tree full cream milk projected share 10% market and decreasing continue as 8% in 2011.

B. CONSUMER ANALYSIS:

Number:
This data is base on the National Statistics Office (NSO) and Philippine National Dairy Product (PNDP) that the Philippine populations the total population of the Philippines as of May 1, 2010 is 92,337,852 based on the 2010 Census of Population and Housing. The census counts up to the barangay level were made official with the signing by President Benigno S. Aquino III of Proclamation No. 362 on March 30, 2012. PNDP said that the growing annually 2.6% is a large market to consume milk or Dairy Products.

Base on the survey of University of Makati: Number consumer that Drink Milk products

Do You drink Milk Product? YES NO TOTAL

Number of consumer survey 400 0 400

Percent 100% 0 100%

Revealed the 400 of consumer that survey and percentage according to: Do you drink milk products. Its shows that all answers are (100%) yes.

Type: (Base on the survey of University Of Makati)

Types of target market consume milk products according to the ff.

a. Age:
Age Number of consumer survey
300 80 20 400

Percent

20 and Below 21-25 26 - Above TOTAL

75% 20% 5% 100%

Revealed the 400 of consumer that survey and percentage according to Age. Its shows that (75%) are 20 and below, (20%) are 21-25 years old, (5%) are 26-30 years old.

b. Civil Status:
Civil Status Number of consumer survey
380 20 400

Percent

SINGLE MARRIED TOTAL

95% 5% 100%

Revealed the 400 of consumer that survey and percentage according to civil status. Its shows

that (95%) are single and (5%) are married.

c. Gender Gender
MALE FEMALE TOTAL

Number of consumer survey

140 260 400

Percent
35% 65% 100%

Revealed the 400 of consumer that survey and percentage according

THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO GENDER GENDER MALE FEMALE TOTAL

140 260 400

35% 65% 100%