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Affordable Care Satisfaction (acs) Pricing Strategy

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Ateneo de Manila

Graduate School of Business

Marketing Management

[pic 1]

Marketing Management

MBA-Standard Program

Date: September 12, 2015

Submitted to: Ms. Yolanda Ibarle

Submitted by: (insert real names)

Eena Morada

Kei Comia

Grace Nunez

Hannah Faye Cruz

Chris Valencia

Catherine Boriga

Chrizel Anne D. Mojares


  1. COMPANY BACKGROUND

ACS MANUFACTURING CORPORATION

ACS (Affordable Care Satisfaction) Manufacturing Corporation started in 1977 in producing world class products. For almost forty years, the company is committed to serve customers with the best brands at affordable prices. Their brands include Pride Power Detergent, Pride Bar Detergent, Starwax, Floorwax, Smart Dishwashing Detergent, Might Toilet Bowl Cleaner, Unique Toothpaste, Shield Bath Soap and Heaven Disposable Diapers. Currently, ACS Manufacturing Corporation is in partnership with McCann World Group Philippines to deliver the Brand’s Forte of laundry care in the Philippines. Aside from these, the company is also a market leader on Concrete Admixtures under the brand, “PROKRETE”. Today, the company is known to be one of the top 1000 corporations in the Philippines.

 Pride has been a trusted branch for over 35 years. Pride Powder Detergent has four variants- Pride Powerwash Formula, Pride with Anti-Bacterial, Pride with Fabric Conditioner and Pride with Kalamansi. Each Pride variant is specially formulated to give the best care for clothes and the best price for everyone’s budget.

THE FOUNDER

Engr. Alfonso Conlu Supetran is a graduate of Chemical Engineer from Mapua Tech in 1970. He was born in Jagnaya, Jamindan, Capiz on October 10, 1946. He became famous for his exemplary achievement in the Field of Entrepreneurship.

His involvement was not limited to his company but also in social, educational and civic organizations, to name:

  • Member of the Board of Trustees of St. Paul College of Pasig
  • Vice President of Soap and Detergent Association of the Philippines
  • Past President of MIT CHE-CHEM Alumni Association
  • Past Director of National Association of Mapua Alumni
  • Past President of Rotary Club of Green meadows, District 3780

His awards include:

  • The most outstanding Mapuan Awardee for Entrepreneurship in 1992
  • The Most Outstanding Jubilarian of MIT CHE-CHEM Alumni Association in 1995
  • The Most Outstanding Club President of Rotary District 3780 in 1996

  1. Observation Method

Participants

Random participants were observed from a distance in 5 different supermarkets on September 6, 2015 at different times of day for 30 minutes. Participants were observed based on their interest or attempt to buy laundry soap. If a participant became aware of the observation, his/her data is removed. After observing the participants within 30 minutes, the observation stopped. Participants who came in group were counted as one group or equivalent to one, except if each participant in a group bought items separately, they were counted individually.

Materials

In order to blend into the supermarket atmosphere, some observers had a push cart and random items in it, mobile phone to save the data, camera to video the participants and a distance of less than 5 to 10 meters to record the measurement. Some observers pretended to be soap buyers themselves who were undecided on what to buy.

Measures

Gender. This was predicted based on participant’s appearance.

Age Range. Age was only estimated based on participant’s appearance.

Number of persons. If participants came in group and only one bought laundry soap, participant was counted as one. If participants came in group but each participants in a group bought laundry soap, they were counted individually.

Location. The observation took place in the following supermarkets

              Walter-mart Tanauan City, Batangas branch.

               Rockwell, Makati Branch

               SM Savemore

               Robinsons Galleria, Ortigas

               Puregold, Cainta

Brands. The observed laundry soap brands are Ariel, Tide, Surf, Champion, and Pride. Each price range was also recorded for reference only.

BRAND

PRICE RANGE in PHP

ARIEL

11 to 310

TIDE

20 to 395

SURF

8.25 to 184

CHAMPION

9 to 262.25

PRIDE

19.50 to 178

Procedure

The observation was conducted within 30 minutes, Sunday, September 06, 2014 in Walter-Mart Tanauan City, Batangas, Rockwell Makati, Puregold Cainta, Robinsons Galleria Ortigas.

Random participants in all age range were involved in the observation. The participants who were observed are those who showed interest or attempted to buy laundry soap, either they checked the brands but did not buy any laundry soap, or if they bought the laundry soap. Each condition such as “Buy” and “Did Not Buy” were recorded in the mobile phone (this way the observation was not obvious). These participants who “buy” and “did not buy” laundry soaps were also observed based on their gender and estimated age. As the process is strictly observational, if a participant is aware or suspicious about the observation, his/her data is removed. If participants came in group and only one bought laundry soap, participant was counted as one. If participants came in group but each participants in a group bought laundry soap, they were counted individually.

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