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Introduction

Nowadays, fruit juice market has an increase competition because it has new brand enter to the market. Fruit juice market was expanded and the market of tea, coffee and soda decrease because consumer interested in healthy. Furthermore, the competitor launch new product to persuade consumer about healthy, which make me lost some market share for other beverage. Tipco product didn't move too much. It is quiet in the market for a while. We didn't have advertising, public relation and promotion for a Tipco product. We try to distribute our product every channel and emphasize in export market. We concentrate to export our product and don't improve domestic market. The competitor will come up in that time. We lost some market share to competitor.

The report present overall effectiveness in advertise cereal drink for all program against the performance measured of: increase Tipco's sale volume

Overview of Planning

A plan was developed for launch new product line which is cereal drink as well as the media to advertise new product. The purpose of the plan was to:

'Increase Tipco's market share

'Decrease the number of competitors

'Promote cereal drink pass advertising on television

'Persuade consumer to interest in our product line

Cost / Budget

The planned budget of this project covers direct costs and overhead costs.

Direct Cost

The direct costs are the cost of equipment for advertising system. The purpose of the plan is to advertise new product line which is cereal drink. It is activate consumer to interest for their healthy. So, it is persuade consumer to buy cereal drink. That's increase sale volume and market share for Tipco.

Overhead costsoverhead cost

The overhead costs are the advertising fees, presenter, labor and place. The company has to hire the expert company for advertising which is Quarter-time agency. This company is number one of advertising company in Thailand. They are full of experience in produce advertising. The costs of advertising include all step advertising on television.

Outcome against Budget

One of the outcomes of our project was that our actual costs in the following categories were, for the most part, close to our budgeted cost. We spent less than expected on the advertising fees. We spent more in the equipment cost because the oil prices increase. It has affected to the equipment cost that we use in advertising.

Outcome against budget

Effectiveness in performance measures

'Increase Tipco's market share

In the past, Tipco's lost market share to competitor because it has many competitors for fruit juice. According to this situation, we launch cereal drink to the market. It makes our market share increase.

Beverage Market Share

'The number of consumer who interest Tipco's product line

After we launch new product which is cereal drink, it makes consumer interest in our product. So, it makes our market share increase

Tipco's product line which consumer interest

Conclusion

According to the problem, we must launch new product line which is cereal drink as well as advertising on television. After we launch it our, the result is good. Our market share increase and consumer more interested in our product line.

For the budget, the project was successfully spent according to the plan. There were some expenditure that exceeds the plan; however, there was the balance in overall spending.

It is recommended that we should concern more in advertising. It helps us to increase sale volume. We should not remiss to promote our product because it is a part of marketing.