Entering the final year of our academic program and studying the advertising workshop this semester, we have been tasked to produce a marketing plan for the brand “JOLLY BEAR”. Jolly Bear hopes to learn who exactly is buying their product, if the new generation is familiar with their brand, and, if they are, what they think about them. Jolly Bear also wishes to know how to best reach the new generation. They are giving us one semester to answer these questions, and draft a marketing plan with a budget ranging from 5 to 15 million baht.
To ensure a comprehensive and thorough plan, our first step was to provide a situational analysis, SWOT analysis, and problem recognition, and secondly, to present a research proposal and research methodology …show more content…
For the past 40 years, the company has kept its standards high and aimed to get the most prestigious certifications in the industry. The company has established itself as a token of quality and efficiency.
b) Organization Goal/ Vision/ Mission
In the short term, Jolly Bear’s most recent goal is to establish itself in the teen and young adults demographics (“millennials”) to acquire a new array of customers and assure a replacement of their clientele in the future.
Jolly Bear doesn’t have an official vision statement. However, according to their official website and the client meeting we had, we can assume that this company is a long-established family business that aims to be the leader in the gummy industry in South-East Asia by always keeping ahead of the competition and earning industry certifications.
Jolly Bear states that their mission is “[t]o be the leader in Confectionery and Food processing, stressing on quality and creating value for the consumer while emphasizing on protecting the environment and social …show more content…
The first one that was introduced into the market was Jolly Stick. It was followed by Jolly Bear, Jolly Cola, and Jolly Dots. Jolly Stick was a soft type of candy that predated the company’s switch to making gelatin-based candy. Jolly Bear and Jolly Dots are both fruit-flavored jelly candies, while Jolly Cola are bottle-shaped cola-flavored jelly candy. Jolly Bear, Jolly Dots and Jolly Cola all come in two different bag sizes which respectively cost 5 and 10 baht.
d) Historical Growth
Phongchitt Co. has had a steady sales growth of 5 to 10% every year since its foundation. This growth is tightly linked with the expansion of 7-Elevens branches, which have continually provided more sale outlets, thus increasing the sales of Jolly products. Since marketing has been down for nearly 20 years, the sales growth can be mostly, and perhaps solely, attributed to the growth in chains of 7-Eleven. Further details were not divulged to us.
e) Brand
To ensure a comprehensive and thorough plan, our first step was to provide a situational analysis, SWOT analysis, and problem recognition, and secondly, to present a research proposal and research methodology …show more content…
For the past 40 years, the company has kept its standards high and aimed to get the most prestigious certifications in the industry. The company has established itself as a token of quality and efficiency.
b) Organization Goal/ Vision/ Mission
In the short term, Jolly Bear’s most recent goal is to establish itself in the teen and young adults demographics (“millennials”) to acquire a new array of customers and assure a replacement of their clientele in the future.
Jolly Bear doesn’t have an official vision statement. However, according to their official website and the client meeting we had, we can assume that this company is a long-established family business that aims to be the leader in the gummy industry in South-East Asia by always keeping ahead of the competition and earning industry certifications.
Jolly Bear states that their mission is “[t]o be the leader in Confectionery and Food processing, stressing on quality and creating value for the consumer while emphasizing on protecting the environment and social …show more content…
The first one that was introduced into the market was Jolly Stick. It was followed by Jolly Bear, Jolly Cola, and Jolly Dots. Jolly Stick was a soft type of candy that predated the company’s switch to making gelatin-based candy. Jolly Bear and Jolly Dots are both fruit-flavored jelly candies, while Jolly Cola are bottle-shaped cola-flavored jelly candy. Jolly Bear, Jolly Dots and Jolly Cola all come in two different bag sizes which respectively cost 5 and 10 baht.
d) Historical Growth
Phongchitt Co. has had a steady sales growth of 5 to 10% every year since its foundation. This growth is tightly linked with the expansion of 7-Elevens branches, which have continually provided more sale outlets, thus increasing the sales of Jolly products. Since marketing has been down for nearly 20 years, the sales growth can be mostly, and perhaps solely, attributed to the growth in chains of 7-Eleven. Further details were not divulged to us.
e) Brand