Philippine Christian University

SENIOR HIGH SCHOOL DEPARTMENT

Dasmariñas Campus

Executive Summary

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 Philippine Christian University
SENIOR HIGH SCHOOL DEPARTMENT
Dasmariñas Campus
The Food Processing Industry is composing of those companies that

transforms raw ingredients into food into other forms. Food Processing naturally take fresh,

harvested crops or butchered animal products and uses these to produce attractive, marketable and

often long shelf-life food products.

Food processing encompasses all the steps that food goes through from the time it is

harvested to the time it arrives on consumer’s plate. There are many ways for processing a food,

so that it will taste better and to preserve it like canning, drying, fermenting, smoking, salting, and

of course freezing. The freezing method is one of the very best methods of preserving food

because it keeps many nutrients and requires no chemical additives. Under of canning is corned

beef category which is further divided into Argentina gold label, brillo premium, Delimondo

ranch style, and Purefoods.

The marketing objectives includes:

1. To increase sales of CDO Foodsphere Inc. to 10% by the end of 2019.

2. To serve the best quality meat products of CDO Foodsphere Inc. in the Philippines.

3. To increase market share of CDO Foodsphere Inc. to 1% by the end of 2019.

4. To be the best company of serving meat products in the Philippines.

Therefore the target market of CDO Foodsphere Inc. are household and food chain

commissionaries. CDO is currently supplying food chains like Jollibee, Greenwich, Pizza Hut,

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 Philippine Christian University
SENIOR HIGH SCHOOL DEPARTMENT
Dasmariñas Campus
Taco Bell, Shakey’s and Max’s restaurant to name a few comissionaries and

almost all groceries and sari-sari stores in town to reach the household of Filipinos.

CDO Foodsphere Inc. provides a good quality meat products and good price that applicable

to all consumers.

This study focuses on strategies such as product development, market development and

promotions.

External Analysis

The analysis of CDO Foodsphere Inc. external environment reveals the following:

Industry Definition

The Food Processing Industry is composing of those companies that transforms raw

ingredients into food into other forms. Food Processing naturally take fresh, harvested crops or

butchered animal products and uses these to produce attractive, marketable and often long shelf-

life food products.

Food processing encompasses all the steps that food goes through from the time it is

harvested to the time it arrives on consumer’s plate. There are many ways for processing a fod, so

that it will taste better and to preserve it like canning, drying, fermenting, smoking, salting, and of

course freezing. The freezing method is one of the very best methods of preserving food because

it keeps many nutrients and requires no chemical additives. Under of canning is corned beef

category which is further divided into argentina gold label, brillo premium, delimondo ranch

style, and Purefoods.

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 Philippine Christian University
SENIOR HIGH SCHOOL DEPARTMENT
Dasmariñas Campus
Industry Segmentation

Corned beef is commonly sold in three forms: the “flat,” which is comparetively lean

and features a more consistent thickness. The “point,” the thicker end of the brisket, which is

typically fattier, especially with intermuscular fat or “marbling.” A whole brisket, which

includes both the flat and the point.

The main topic of this research is CDO corned beef. Corned beef is salt-preserved beef

produce. This term comes from the treatment of the meat with bulky chunks of rock salt, also

termed as “corns” of salt. Occassionally, sugar and other spices are also added to corned beef

formulas. Corned beef is highlighted as an ingredient in many cuisines in different countries

and in different forms. Although the exact origin of corned beef is unknown, it most possibly

came into existence when people generated the idea of preserving meat through salting. It’s

legacy is confirmed through several cultures, including olden Europe and the Middle East.

Corned beef has different kinds, and it is being differentiated through its features/textures. In

the Philippines there are only well known brand of corned beef such as argentina gold label,

Brillo Premium, Delimondo Ranch Style, Purefoods, 555 and CDO. This brand of corned

beef differs only in different textures and each of them correspond a particular nutrients and

taste.

1. Argentina Gold Label Corned Beef

As one of the most popular local brands, argentina has come up with different

variants of their corned beef through the years. To complete with the high-end

brands, they’ve developed the Gold Label. Made with 100% imported beef, this
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 Philippine Christian University
SENIOR HIGH SCHOOL DEPARTMENT
Dasmariñas Campus
variant has less fat than their Carne Norte alternative. It isn’t as

salty as the said variant either.

2. Brillo Premium Corned Beef

Brillo is a fairly new brand that takes its name frm the italian way of slow-

cooking corned beef. It uses primo categories came (premium grade beef), and

allegedly has zero trans-fat. Despite the brand’s Italian references, it’s actually a

local product.

3. Delimondo Ranch Style Corned Beef

Delimondo is probably one of the most in-demand brands right now, and that

because it’s a straightforward product. Made with top-choice ingredients in the old-

fashioned way, one taste of the stuff is enough to convince you that you’re eating

real meat. As compared to other local brands, Delimondo costs more at Php 110

per 260 grams. Nevertheless, a plate of this really good corned beef can make you

forget about that minor hole in your wallet.

4. Purefoods Corned Beef

Purefoods corned beef is savory, and has a consistency that’s similar to toasted

floss. It’s also worth noting that the Purefoods conglomerate has cheaper sub-

brands like chunkee and star corned beef. These have bigger chunks(hence the

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 Philippine Christian University
SENIOR HIGH SCHOOL DEPARTMENT
Dasmariñas Campus
name chunkee), but are not quite as flavorful as their parent

company’s corned beef variant.

5. CDO Corned Beef

Highlands Corned Beef is CDO’s answer to the many first-rate brands out there. But unlike

the other high-end brands, highlands is more affordable. It’s supposedly made with angus beef,

but I wouldn’t expect much, given the price. It tastes a little bland, and it doesn’t look as

appetizing as the other brands. You’ll also notice that it looks too red, and the color resembles

that of tocino’s

Well known Corned Beef Brand in the Philippines

Argentina Gold Delimondo Ranch

Brillo Premium Purefoods CDO
Label Style

Stage in the Product Life Cycle

Based in Figure 2, Corned Beef is in its maturity stage. Maturity stage occurs after the

introduction and growth stages. The maturity stage is longest stage of product life cycle. In this

stage, sales growth begins to decline; the company reaches the highest point in demand cycle; and

advertising strategies have minimal impact on sales growth. During this stage, the primary focus
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 Philippine Christian University
SENIOR HIGH SCHOOL DEPARTMENT
Dasmariñas Campus
for most companies will be maintaining their market share in the ace of a

number of different challenges.

Nowadays, the frozen product idustry is already in its maturity stage and it takes a large

amount of capital for a company to enter in that sector. Therefore, the potential of new entrants is

weak.

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 Philippine Christian University
SENIOR HIGH SCHOOL DEPARTMENT
Dasmariñas Campus

Figure 2 Stage of Corned Beef in Product Life Cycle

Competitive Analysis

Here's the important players in the industry CDO Corned Beef brands:

Industry Participants;

Brillo Premium Corned Beef

Brillo is a fairly new brand that takes its name from the Italian way of slow-cooking corned beef.

It uses primo categoria carne (premium grade beef), and allegedly has zero trans-fat. Despite the

brand’s Italian references, it’s actually a local product. The price is pretty steep at Php 65 per

210-gram can, so it’s not surprising that they’re starting to sell these in bundles.

Upon opening the can, you might be grossed out by the sight of a giant tendon amidst slivers of

meat, but I think you’ll also appreciate that the product doesn’t seem to have too much lard.

When cooked, Brillo corned beef looks like a dark and juicy steak, but it was so salty that I had to

drink a whole glass of water after just one spoonful.

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 Philippine Christian University
SENIOR HIGH SCHOOL DEPARTMENT
Dasmariñas Campus
Delimondo Ranch Style Corned Beef

Delimondo is probably one of the most in-demand brands right now, and I think that’s because

it’s a straightforward product. Made with top-choice ingredients in the old-fashioned way, one

taste of the stuff is enough to convince you that you’re eating real meat.

As compared to other local brands, Delimondo costs more at Php 110 per 260 grams.

Nevertheless, a plate of this really good corned beef can make you forget about that minor hole in

your wallet.

Purefoods Corned Beef

As a nostalgic favorite, Purefoods has retained its corned beef recipe for many years. It

isn’texactly high-end, but it’s priced a little higher than average, at Php 45 per 150 grams.

Purefoods corned beef is savory, and has a consistency that’s similar to toasted floss. It’s also

worth noting that the Purefoods conglomerate has cheaper sub-brands like Chunkee and Star

corned beef. These have bigger chunks (hence the name Chunkee), but are not quite as flavorful

as their parent company’s corned beef variant.

Argentina Gold Label Corned Beef

As one of the most popular local brands, Argentina has come

up with different variants of their corned beef through the

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 Philippine Christian University
SENIOR HIGH SCHOOL DEPARTMENT
Dasmariñas Campus
years. To compete with the high-end brands, they’ve developed the Gold

Label.

Made with 100% imported beef, this variant has less fat than their Carne Norte alternative. It isn’t

as salty as the said variant either. I’d say it tastes like it was made from perfectly-marinated

Grade-A beef, and for me, that makes it well worth the Php 44 (per 150 grams) price tag.

Comparative Brand Performance:

The market share

Action Plan # 1

Enhance Brand Awareness

Objectives: To increase the demands that the company will get.

It helps the company to get more customers and investors as many people become aware of their

products. Using different ways of advertising, the company of CDO will going to catch the

attention of the market.

Action Plan # 2

Packaging Enhancement

Objectives: To increase brand identity of the product and to be more distinct in the market place.

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 Philippine Christian University
SENIOR HIGH SCHOOL DEPARTMENT
Dasmariñas Campus
Producing products that is more creative helps the company to achieve it’s goal

in gaining more customers. It develops the product to a quality presentation that leads to create

good image to the company.

Action Plan # 3

Make an event: Cooking Contest

Objectives: To increase the awareness of the people and make the product stronger in the market.

Creating events will help the company to catch the attentions of the customers. It gives

advantages to the company to give the best qualities of their products.

Action Plan #4

Saving the Environment with CDO corned beef

Objective: To encourage customers to purchase the product and save the environment.

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 Philippine Christian University
SENIOR HIGH SCHOOL DEPARTMENT
Dasmariñas Campus
For every purchase of CDO corned beef the customers will have free

wooden spatula that is made from bamboo. The customers can use it when cooking the CDO

corned beef. There will be 10,000 pieces of wooden spatula in Robinsons and SMl supermarkets

nationwide, it will allocated most especially in all groceries and sari-sari stores in town to reach

the household of Filipinos.

This will encourage the customers to repurchase the product and increase brand

awareness. It will also encourage the customers to save the environment.

Action Plan #5:

Create strong Advertisement

Objective: To increase brand awareness and

boost sales.

The researchers will create strong

advertisement to increase brand awareness with the use

of famous celebrity to endorse the product. The

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 Philippine Christian University
SENIOR HIGH SCHOOL DEPARTMENT
Dasmariñas Campus
advertisement will be focusing on CDO corned beef that shows the

improvements of the product.

This will help the company to catch the attention and interest of the buyers.

Action Plan #6:

Develop Social Networking Sites

Objective: To increase brand awareness and to have strong relationship to the target market.

The websites and the social networking site is all about CDO Corn Beef which the target

market can share their experience to their family. There will be a room to those customers to have

concerns and suggestions when it comes to the improvement of the product. This social

networking sites will be their guide to be aware of the activities and other events of the CDO food

sphere inc.

The social media platforms such as Facebook and Twitter by an advertising agency to

update and monitor to it. All the recommendations and concerns will be entertain and CDO food

sphere will make sure to make an action to it.

Action Plan #7:

Expand distribution channel

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 Philippine Christian University
SENIOR HIGH SCHOOL DEPARTMENT
Dasmariñas Campus
Objectives: To increase sales,huge exposure of products to customer and to

reach it’s target market

Market share is important in every company’s sale. Market share is the percentage in which

the company has the total sales for the particular product or service of the company. To break

down this plan our company needs to meet the the top management to discuss for the distribution

scheme, it also needs to be approved by the marketing manager and after the approval it will be

implemented.

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Philippine Christian University
SENIOR HIGH SCHOOL DEPARTMENT
Dasmariñas Campus

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