1.Give at least five known local brands and the top ten international brands. Include a brief company overview for each brand.

Local Brands:

a.Lucky Me (instant noodles)
Monde Nissin Corporation has been providing Filipino consumers high quality products and excellent service for almost 29 years. In June 1980, the first Nissin biscuit was rolled out of the Laguna plant. Since then, Monde Biscuits has been a consistent top player in the market. Among the first few fast-selling biscuits were Nissin Butter Coconut and Nissin Wafer.

With the company’s drive for excellence and continuous innovation, Monde Nissin subsequently ventured into instant noodles in November of 1989.

Encouraged by the popularity gained by Lucky Me! Instant Mami (noodles with soup in pouches), Monde Nissin came up with other firsts, such as Lucky Me! Pancit Canton (noodles without soup in pouches), the first dry noodle in the market, and Lucky Me! Supreme La Paz Batchoy, the first bowl noodle available in that flavor.

For more than two decades now, Monde Nissin has steadily and aggressively risen to be one of the country’s leading food manufacturers. From its first biscuit, Monde Nissin Corporation has evolved into a premier food company, which has consistently been among the Philippines’ Top 100 Companies since Year 2000.

Reference: https://www.google.com.ph/?gfe_rd=cr&ei=9jnTU_nEJ-iD8QeJ_4CoAQ&gws_rd=ssl#q=lucky+me+company+overview

b. Silver Swan (condiments)
Silver Swan Manufacturing Company, Inc. is the country’s leading provider of high-quality condiments and food products such as its popular soy sauce and vinegar.
Over the years, Silver Swan has strived to provide only the best products that exceed the culinary needs and expectations of its customers.
Silver Swan has sought to actively pursue different tastes, sauces, and techniques to raise the bar for the industry as a whole through innovation, product development, and advancement.

Reference: http://www.silverswan.com/

c. Oishi (snacks)
With over 100 varieties of snack foods and confectionery products, Oishi is now one of the leading national brands in the industry.

Liwayway Holdings Company Limited is headed by Carlos Chan, an entrepreneur who has drawn inspiration from the small entrepreneurs across Asia who do business aggressively as they seek their own fortunes. Sharing in this spirit, Liwayway prides itself as an Asian company.

Liwayway is determined to build on its success and continue its steady growth to become a more mature and professional organization, while retaining its daring and sense of adventure.

Mission and Vision

At Oishi, we aim to be the leading food company in the markets we serve by cultivating the following ideals:

Providing our consumers with the widest range of quality food products at best value.
Upholding and living by the creed of business integrity in all our dealings.
Developing and nurturing long-term relationships with our customers, distributors, and suppliers.
Maintaining an excellent work force by involving ourselves in the development of our employees?skills and knowledge.

Reference: http://oishi.com.ph/info/history.html
d. Datu Puti (condiments)
We are the Philippine’s foremost producer, marketer and distributor of quality sauces and condiments.

As the leading player in the local sauces and condiments market, we are known for producing iconic Filipino brands that continue to be part of every Filipino home.
Likewise, as a big player in the liquid condiments category, our Datu Puti brand guarantees only the best quality. Extremely delicious and delectable Sinigang and Adobo dishes were made with the “Mukhasim” sourness of our Datu Puti Vinegar and the aromatic taste of Datu Puti Soy Sauce.

Reference: http://www.nutriasia.com/about

e. Champion (detergent)
Pro Tempo Promotions & Marketing Corp. shall be known as a trusted third party agency composed of driven, and seasoned players who bring with them solid track records gleaned from diverse backgrounds.

For Our Human Resources
Protempo shall provide quality jobs for qualified workers.
This will subsequently enhance their quality of life as we become an instrument to realize their career aspirations.
It shall nourish their thirst for skills, knowledge and attitude by sustained training and development.
For Our Business Partners

To become a preferred provider of valued added services by responding to their promotional and manpower needs with tenacity, passion and flexibility.
To offer personalized service borne out of professional experience.
To the Community
We will strive to be green by being friendly to the environment and in the place where we operate.

Reference: http://www.protempomarketing.com/champion-detergent/

Synthesis: There are 5 common brands here in the Philippines which is the Lucky me, a noodles which instant and very easy to cook food. Second is Silverswan which is a condiments that is used in cooking foods. Third is Oishi a snacks or a junkfood that we ussually eat. Fourth is Datu puti another condiments that is also used in cooking. The last one is Champion or a company which produce soaps or detergents that is used in laundry.

International Brands:

The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of nonalcoholic beverage concentrates and syrups, which is headquartered in Atlanta,Georgia. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton inColumbus, Georgia. The Coca-Cola formula and brand was bought in 1889 by Asa Griggs Candler (December 30, 1851 – March 12, 1929), who incorporated The Coca-Cola Company in 1892. The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company owns its anchor bottler in North America, Coca-Cola Refreshments. Its stock is listed on the NYSE and is part of DJIA, S&P 500 index, theRussell 1000 Index and the Russell 1000 Growth Stock Index. Its current chairman and CEO is Muhtar Kent.

Microsoft Corporation is an Americanmultinational corporation headquartered in Redmond, Washington, that develops, manufactures, licenses, supports and sells computer software, consumer electronics and personal computers and services. Its best known software products are the Microsoft Windows line ofoperating systems, Microsoft Office office suite, and Internet Explorerweb browser. Its flagship hardware products are Xbox game console and the Microsoft Surface series of tablets. It is the world’s largest software maker measured by revenues. It is also one of the world’s most valuable companies.

The International Business Machines Corporation (IBM) is an American multinational technology and consulting corporation, with headquarters inArmonk, New York, United States. IBM manufactures and markets computerhardware and software, and offers infrastructure, hosting and consulting services in areas ranging from mainframe computers to nanotechnology.
The company was founded in 1911 as the Computing Tabulating Recording Company (CTR) through a merger of three companies: the Tabulating Machine Company, the International Time Recording Company, and the Computing Scale Company. CTR adopted the name International Business Machines in 1924, using a name previously designated to CTR’s subsidiary in Canada and later South America. Securities analysts nicknamed IBM Big Blue in recognition of IBM’s common use of blue in products, packaging, and logo.
In 2012, Fortune ranked IBM the No. 2 largest U.S. firm in terms of number of employees (435,000 worldwide), the No. 4 largest in terms of market capitalization,the No. 9 most profitable, and the No. 19 largest firm in terms of revenue. Globally, the company was ranked the No. 31 largest in terms of revenue by Forbes for 2011. Other rankings for 2011/2012 include No. 1 company for leaders (Fortune), No. 1 green company worldwide (Newsweek), No. 2 best global brand (Interbrand), No. 2 most respected company (Barron’s), No. 5 most admired company (Fortune), and No. 18 most innovative company (Fast Company).

General Electric Company (GE), incorporated on April 15, 1892, is a diversified technology and financial services company. The products and services of the Company range from aircraft engines, power generation, water processing, and household appliances to medical imaging, business and consumer financing and industrial products. It serves customers in more than 100 countries. Effective January 28, 2011, it held a 49% interest in a media company that includes the NBC Universal businesses. Its segments include Energy Infrastructure, Aviation, Healthcare, Transportation, Home & Business Solutions and GE Capital. Effective January 1, 2011, it reorganized the Technology Infrastructure segment into three segments: Aviation, Healthcare and Transportation. In March 2014, General Electric Company acquired Thermo Fisher’s HyClone cell culture media and sera, and gene modulation and magnetic beads businesses. In April 2014, the Company’s GE Healthcare acquired CHCA Computer Systems Inc., operating room (OR) management and analytics solutions provider. In June 2014, Cameron International Corporation sold Reciprocating Compression business to GE.
On January 28, 2011, the Company transferred the assets of its NBC Universal (NBCU) business and Comcast Corporation (Comcast) transferred certain of its assets to a NBCUniversal LLC (NBCU LLC). On February 1, 2011, it acquired Dresser, Inc. On February 4, 2011, the Company acquired Wellstream PLC. On March 2, 2011, GE acquired Lineage Power Holdings, Inc. On April 26, 2011, the Company acquired the Well Support division of John Wood Group PLC. In August 2011, the Company acquired Commtest. On September 2, 2011, it acquired Converteam. During the year ended December 31, 2011, the Company completed the sale of its CLL marine container leasing business. On February 22, 2012, the Company merged its wholly owned subsidiary, General Electric Capital Services, Inc. (GECS), with and into GECS’ wholly owned subsidiary, General Electric Capital Corporation (GECC).
Energy Infrastructure

Intel, the world leader in silicon innovation, develops technologies, products, and initiatives to continually advance how people work and live. Founded in 1968 to build semiconductor memory products, Intel introduced the world’s first microprocessor in 1971.

Intel’s mission statement, values, and objectives

Our mission
Delight our customers, employees, and shareholders by relentlessly delivering the platform and technology advancements that become essential to the way we work and live.

Our values
Customer orientation
Results orientation
Risk taking
Great place to work

Our objectives
Extend our silicon technology and manufacturing leadership
Deliver unrivaled microprocessors and platforms
Grow profitability worldwide
Excel in customer orientation

Nokia is a leader in the fields of network infrastructure, location-based technologies and advanced technologies. Headquartered in Espoo, Finland, and with operations around the world, Nokia invests in the technologies of the future.
Today, we have three strong businesses: Nokia Networks, our network infrastructure business; HERE, our location intelligence business; and Nokia Technologies, which is focused on technology development and intellectual property rights activities. Through these businesses, we have a global presence, employing around 55,000 people. We are also a major investor in R&D, with investment through the three businesses amounting to more than EUR 2.5 billion in 2013.
Until recently, Nokia also was a key participant in the mobile devices market through its Devices & Services business. In September 2013, Nokia announced an agreement with Microsoft whereby it would sell substantially all of its Devices & Services business to Microsoft. The transaction was completed on April 25, 2014.

After over 50 years in Australia, Toyota has grown to be one of Australia’s leading automotive companies.
Toyota Australia is a leading manufacturer, distributor and exporter of vehicles, with a market share of 18 percent as at the end of the 2011 calendar year.
The company has sales and distribution branches in mainland Australian states, except Western Australia, where an independent company distributes Toyota and Lexus branded vehicles on Toyota Australia’s behalf.
The Sydney City Toyota/Sydney City Lexus dealership is a wholly owned subsidiary of Toyota Australia.
More than half of the Camry and Aurion vehicles manufactured at the company’s plant in Altona are exported overseas – to 13 markets in the Middle East, New Zealand and the Pacific Islands.

The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with five business segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media. For more than nine decades, the name Walt Disney has been preeminent in the field of family entertainment. From humble beginnings as a cartoon studio in the 1920s to today’s global corporation, The Walt Disney Company continues to proudly provide quality entertainment for every member of the family, across America and around the world.

McDonald’s Corporation, incorporated on December 21, 1964, franchises and operates McDonald’s restaurants in the global restaurant industry. These restaurants serve menu at various price points providing value in 119 countries globally. All restaurants are operated either by the Company or by franchisees, including conventional franchisees under franchise arrangements, and developmental licensees and foreign affiliated markets under license agreements. Under the conventional franchise arrangement, franchisees provide a portion of the capital required by initially investing in the equipment, signs, seating and decor of their restaurant businesses, and by reinvesting in the business over time. The Company owns the land and building or secures long-term leases for both Company-operated and conventional franchised restaurant sites. In certain circumstances, the Company participates in reinvestment for conventional franchised restaurants. In February 2014, McDonald’s Corp announced the opening of its restaurant in Vietnam.
McDonald’s restaurants offer a uniform menu, although there are geographic variations to suit local consumer preferences and tastes. McDonald’s menu includes hamburgers and cheeseburgers, Big Mac, Quarter Pounder with Cheese, Filet-O-Fish, several chicken sandwiches, Chicken McNuggets, Snack Wraps, French fries, salads, oatmeal, shakes, McFlurry desserts, sundaes, soft serve cones, pies, soft drinks, coffee, McCafe beverages and other beverages. In addition, the restaurants sell a range of other products during limited-time promotions. McDonald’s restaurants in the United States and international markets offer a full or limited breakfast menu. Breakfast offerings may include Egg McMuffin, Sausage McMuffin with Egg, McGriddles, biscuit and bagel sandwiches, and hotcakes. The business is managed as distinct geographic segments. Its segments include the United States (U.S.), Europe, and Asia/Pacific, Middle East and Africa (APMEA). In addition, it presents Other Countries and Corporate, which includes operations in Canada and Latin America, as well as Corporate activities. During 2012, the Company opened 1,404 traditional restaurants and 35 satellite restaurants (small, limited-menu restaurants for which the land and building are generally leased), and closed 269 traditional restaurants and 200 satellite restaurants.

We are one of the world’s most successful automotive companies. With its divisions Mercedes-Benz Cars, Daimler Trucks, Mercedes-Benz Vans, Daimler Buses and Daimler Financial Services, the Daimler Group is one of the biggest producers of premium cars and the world’s biggest manufacturer of commercial vehicles with a global reach. Daimler Financial Services provides financing, leasing, fleet management, insurance and innovative mobility services. The company’s founders, Gottlieb Daimler and Carl Benz, made history with the invention of the automobile in the year 1886. As a pioneer of automotive engineering, we continue to shape the future of mobility today: Our focus is on innovative and green technologies as well as on safe and superior automobilesthat appeal to and fascinate our customers. For many years now, Daimler has been investing continually in the development of alternative drive systems with the goal of making emission-free driving possible in the long term. So in addition to vehicles with hybrid drive, we now have the broadest range of locally emission-free electric vehicles powered by batteries and fuel cells. This is just one example of how we willingly accept the challenge of meeting our responsibility towards society and the environment.

Daimler sells its vehicles and services in nearly all the countries of the world and has production facilities on five continents. Its current brand portfolio includes, in addition to the world’s most valuable premium automotive brand, Mercedes-Benz, the brands smart, Freightliner, Western Star, BharatBenz, Fuso, Setra and Thomas Built Buses. The company is listed on the stock exchanges of Frankfurt and Stuttgart (stock exchange symbol DAI). In 2013, the Group sold 2.3 million vehicles and employed a workforce of 275,000 people; revenue totaled €118 billion and EBIT amounted to €10.8 billion.

Reference: http://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=36&nav=category

Synthesis: There are top 10 international brands. The first one is the Coca-Cola that is common in softdrinks. Second is Microsoft which is use in computer applications. Third one is International Business Machine. Fourth is General Electric company, Fifth is the Intel. Sixth is the Nokia which is the common cellphone brand. Seventh is the Toyota or a brand of a motorcycle or a car. Eight is the Disney or a cartoon or a fairytale that we watch. Nineth is the McDonalds a pastfood that is a very popular anywhere. And the last one is the Meredes-Benz another type of a car.

HW 3.0

Fad Product (Hula hoop)

hula hoop is a toy hoop that is twirled around the waist, limbs or neck. The modern hula hoop was invented in 1958 by Arthur K. Melin and Richard Knerr, but children and adults around the world have played with hoops, twirling, rolling and throwing them throughout history. Hula hoops for children generally measure approximately 71 centimetres (28 in) in diameter, and those for adults around 1.02 metres (40 in). Traditional materials for hoops include willowrattan (a flexible and strong vine), grapevines and stiff grasses. Today, they are usually made of plastic tubing.

References: http://en.wikipedia.org/wiki/Hula_hoop


To maintain this kind of fad product they need to be creative and think more strategy to maintain their product to the market. Also they need to create a new product development process.


1. What are the common product positionong strategies?


Positioning is the marketing activity and process of identifying a market problem or opportunity, and developing a solution based on market research, segmentation and supporting data. Positioning may refer the position a business has chosen to carry out their marketing and business objectives. Positioning relates to strategy, in the specific or tactical development phases of carrying out an objective to achieve a business’ or organization’s goals, such as increasing sales volume, brand recognition, or reach in advertising.



*Good product positioning strategy requires looking both internally and externally. First, your business as a whole needs to be properly positioned, then your product or services portfolio needs to be positioned. Some companies fail to recognize that their own offerings need to “hang together” and make sense – relative to one another and to your business overall. When a company has diverging offerings or brands, they might best consider two different company banners. Similarly, when companies try to extend the brand of a product in too many directions they can dilute the value of the offering and confuse the customer. With a product portfolio that makes sense, your business also needs to successfully differentiate each product from its competition. Typically, there are three key dimensions to positioning: functionality, relevance and differentiation. When offerings are new (perhaps based on new technology) and not well understood, the positioning is around what the offering does (e.g., now you can watch movies in high definition). When offerings are commodities, the positioning is around differentiation and in extreme cases, positioning around the emotional experience (e.g., a beer might claim to be the coldest, which is not actually a unique attribute of the product. It may then go further by putting a temperature gauge on the can to prove it’s cold.

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Reference: http://en.wikipedia.org/wiki/Positioning_(marketing)



Synthesis: Every company has a different and unique strategies on how they promote this product. In positioning strategies it says that, it is the identifying problems and opportunity,  and developing a solution based on market research. In Good product positioning strategies, it is the factors that we can see by our naked eye. A unique company has a different life style, social image,fun, and fashion to one another. positioning strategies is important because, some customer before they buy a product they looking forward on what are the benefits that they can get in a product. And if they impressed to the strategies you made, you can encourage them to buy it.



1.What is Marketing? (Kotler’s Definition)

Marketing is the process of persuading or encouraging potential customers to buy a product or service. This is often done through the means of advertising and promotion.

Reference: http://wiki.answers.com/Q/What_is_Philip_kotler_definition_of_marketing?#slide=1

Synthesis: Based on the definition of marketing made by Philip Kotler, it is a process on how you will encourage your customer or your client to buy your product. It is on how you will communicate with them and how you will approach or convince them to buy your product. And it will done through on how you advertise or promote your product in a good way.

2. Enumerate and discuss the goals of Marketing.

To a great extent, the goals of a company’s marketing depend on the business concept, written down in the business plan. The goals can be monetary (net sales, result), marketing-related (market share or position) or social (sustainable development).

Goals can also be developed. This means that the focus is on the specification of the qualities, values, distinctness and identity of the company and products. As an aid, a brand strategy can be created and a manual and internal marketing established to ensure consistent compliance with it.

Reference: http://www.yrityssuomi.fi/markkinoinnin-tavoitteet

Synthesis: Goals of marketing is to sustain the needs and wants of customer. And the focus of it is on the classification of qualities, values and the identity of the products.

3. Discuss the concept of concept of customer value and its importance to successful marketing.

Customer value is defined in the marketplace not in the factory or an agency. A small
but growing number of companies in the markets draw on their knowledge of what customers
value or they value to gain marketplace advantages over their less knowledgeable competitors
In the world of sales, ‘Customer Value’ is a much used phrase — and rightly so, because customers buy what they perceive as being of value to them. If they have a choice, they’ll take the most valuable. This can be beyond a straightforward return on investment, as ‘Customer Value’ can capture intangible positives too — an improvement in staff morale for example. We will often be in competition with other suppliers and will need to create a greater perception of ‘Customer Value’ than our competitors.


Synthesis: customer value is the result of the conversation beetween the sales person and a customer. where the sales person is able to determine the customers need and how their products will create a benefits for their customer., customer value is more important than the product because value can be customized as necessary wherever there is a potential fit.