Far Eastern University

Institute of Accounts, Business and Finance

Advertising and Branding

Team Aspirants
I. Situation Analysis
A. i. Corporate History

Fresh Del Monte Produce, Inc. is one of the world's leading

vertically integrated producers, marketers and distributors of highquality fresh and fresh-cut fruit and vegetables, as well as a leading
producer and distributor of prepared fruit and vegetables, juices,
beverages, snacks and desserts in Europe, North America, the Middle
East, Africa, and countries of the former Soviet Union.
Operating commercially as Del Monte Fresh Produce, we
market fresh products worldwide under the Del Monte brand, a
symbol of product quality, freshness and reliability since 1886.
Del Monte have a long and well-documented tradition of
producing quality products. Early ads assured customers that the Del
Monte logo was Not a Label But a Guarantee.
On February 19, 2014, Philippines-based food producer Del
Monte Pacific Limited completed the purchase of Del Monte's
consumer food business, for US$1.675 billion.
Today, Del Monte Philippines operates the largest integrated
pineapple operation in the world. The company grows pineapple across
20,000 hectares in Bukidnon and Misamis Oriental.
ii. Product History
Del Monte Fit 'n Right Drinks with L-Carnitine
When was the product launched?
In Sep 2006 Del Monte launched DEL MONTE Fit 'n Right
Juice Drinks in the Philippines, a breakthrough drink with fatburning L-Carnitine. The product is only available here in
Philippines.

What does the product do?

Far Eastern University

Institute of Accounts, Business and Finance
Advertising and Branding

DEL MONTE Fit 'n Right is the only refreshing drink with LCarnitine & GCE to help you lose fat and step up to a fitter
lifestyle.

DEL MONTE Fit 'n Right Juice Drink has natural L-Carnitine
and B Vitamins 1, 6, and 12 to help burn fat. DEL MONTE Fit 'n
Right comes in seven flavors - Pineapple, Apple, Four Seasons,
Pine Orange, Watermelon, Grapefruit and Blueberry-Grape - to
quench your thirst and keep you in shape! Also available in 1liter
PET bottles for Watermelon, Pine Orange and Pineapple.
The Product innovation
L-Carnitine is a naturally occurring amino acid found in our
human bodies, mostly in the body's muscle tissue. It plays an
important role in the metabolism of fat. It attaches to fatty acids
and transports these to the mitochondria in all cells. The
mitochondria then converts fat into energy. Instead of depleting
glycogen, an important energy source, L-Carnitine allows the
body to use fat instead for energy production, thus reducing body
fat.

B. Product Evaluation
i. SWOT Analysis
In order to create an advertising plan that will enable the needs
of the key market to be met, the strengths and weaknesses of the
product must first be identified and analyzed. Once the strengths and
weaknesses are determined, they are combined with the opportunities
and threats in the market place.
Strengths:
Del Monte brand is established and a strong household name in
the Philippines
First juice drink with L-carnitine & GCE extract
Good product distribution system

Far Eastern University

Institute of Accounts, Business and Finance
Advertising and Branding

Abundant supply of ingredients due to having the largest

plantation in the Philippines.
Market Leader

Weaknesses:
Urban and sophisticated demographic untouched in terms of
market penetration
High calorie intake due to boosting of metabolism
Misconception of how Del Monte Fit n Right works
Opportunities:

Partnership with gyms and fit classes

Sponsoring of events that values fitness and sports.
Increase of sports ambassadors
Product innovation
Threats:

Increase of competitors with also L-carnitine

Strengthening of tea-based drinks with slimming effect
Consumers tends to use slimming medications and supplements
Mature market
ii. Differentiation
(Beneficial and Evident Differentiation)

Del Monte Pacific was the first company in the Philippines to

launch a juice drink containing L-Carnitine. Del Monte Fit 'n
Right juice drink was a breakthrough product enjoying a strong
following for both its great refreshing taste and weight loss benefit.
iii. Branding Strategy
Del Monte Fit n Right strategized on the use of advertising campaign
of Stay Fit and Feel Young with sports ambassadors that reign in

Far Eastern University

Institute of Accounts, Business and Finance
Advertising and Branding

volleyball, this athletes include Gretchen Ho, Bea De Leon and Alyssa
Valdez, that increase the popularity of the drink. Also the first tvc ad
which Marian Rivera that primes in teleseryes at that time. Fit n Right
gains a lot of brand awareness in their banners and tarp in well-known
gyms like slimmers world and golds gym. They are also actively
updating their status on social medias like Facebook, Twitter and
Instagram to gain brand loyalty.

C. Consumer Evaluation
i. All Posible Market
A. STUDENTS
Sex: Male or Female
Age: 10-20 yrs. Old
Social Class: Middle Class Upper Class
Income: Php 1,000 - 5,000 /mos.
B. Yuppies/ Young Professionals
Sex: Male or Femal
Age: 21-29 yrs. Old
Social Class: Middle Class Upper Class
Income: Php 15,000 40,000 /mos.
C. Family Person
Sex: Male or Female
Age: 30 50
Social Class: Middle Class Upper Class
Income: Php 40,000 100, 000 /mos.

ii. Market Segmentations

A. Demographics

Far Eastern University

Institute of Accounts, Business and Finance
Advertising and Branding

Age Range: 10 50 yrs. Old

Status: Single or Married
Class: Clients of A, B & C
Work Ethic: Works in Multinational companies, Private
organizations, entrepreneurs, employees and students.
Family size of 1 - 5
City based family or individuals, and expats
B. Product User

Travelers, Primarily Western belief

Health conscious or Weight watchers
Readers of articles about health
Fitness buffs or gym persons
People on the go

C. Lifestyle
o Individuals who are independent, free spirited, has broad
perspective and holistic view on their health
o Concerned about physical appearance and fitness.
o Energetic and on-the-go people.
o Well-informed and well read about latest trends in fitness
and health.
iii. Positioning

DEL MONTE Fit n Right

Del Monte Fit 'n Right is the only refreshing drink with LCarnitine & GCE to help you lose fat and step up to a fitter
lifestyle!
Everyone wants to get fitter. But putting in the time and energy
to get there is not easy. Even when you try to eat healthier or exercise,
sometimes, the results dont seem worth the effort.
Good thing theres a drink that can step up with you. New Del Monte Fit
n Right. It has the patented combination of L-Carnitine & GCE that can
help you lose body fat! Along with improved eating habits and regular

Far Eastern University

Institute of Accounts, Business and Finance
Advertising and Branding

physical activity, you'll be on your way to a better, fitter you!

Its time to step up to a fitter body, a fitter life with Del Monte Fit n
Right.
D. Competitor Evaluation
1. Primary Competition
o
o
o
o
o
o
o

Minute Maid
C2 green tea
Mogu-mogu
Tropicana
Lipton Green Tea
Slim Fit
Carb Trim

2. Secondary Competition
o
o
o
o
o
o

Bottled Water
Soda
Energy Drink
Coffee
Milk Tea
Supplements

II. Marketing Goals

i. Short Term Goal
The goal of DEL MONTE Fit n Right is to attain the position of the
product as the market leader for a slimming beverage and to
increase its sales by 15% as the decline of sales of competitor C2
green tea. And also to get the 10% of market share in the
beverage industry.
ii. Long Term Goal
For the consistent growth of sales and the increasing margin for
the target market. The building of brand loyalty with the use of
sports ambassador such as Alyssa Valdez.