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Arce Dairy Essay

1026 words - 5 pages

College of Mass Communication


Submitted by:


Alfonso, Jean Camille G.
Espino, Joseph Allen P.
Masanque, Deunice C.
San Pedro, Maranatha Hope T.
Sollestre, John Adrian F.
Velasquez, Frances Anne S.

Submitted to

Prof. Rosario Taylo

January 28, 2011
Campaign Title: “Pambansang ice cream, ating tangkilikin!”

I. Background/Research
Arce Dairy Ice Cream, formerly Selecta, started on January 1990 when the Arce family signed away the lifework spanning three generations. Today, Arce Dairy faces stiff competition in the marketplace for established names such as Magnolia, Nestle, Selecta, BTIC.

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What Filipinos don’t know about carabao’s milk is that it is creamier and richer than the cow’s and goat’s milk because it has high percentage of milk fat which is a good source of energy. It could also be the solution for the increasing number of malnourished kids in the country because it has riboflavin or vitamin B2, the agent against skin swelling, inflammation of the lining of mouth and tongue, and dizziness. It also contains vitamin A for clear eyesight while the vitamin D, Calcium and Phosphorous are valuable for strong teeth and bones.

According to Philippine Carabao Center, there is a great demand of carabao’s milk in the country. They considered it as “the most complete food” because of the fact that it contains proteins, fats, lactose, vitamins and minerals, and water.

People refuse to buy carabao meat that’s why we are lacking carabaos to produce more milk. If the people would be enhance their perception about the big difference of carabao’s milk among others, we could produce thousands of metric tons of milk. The country, wouldn’t be paying million dollars to foreign dairy farmers every year.

On the other hand, the good blending of carabao’s milk and their fresh ingredients creating a mouthful ice cream flavors that led to the Arce Dairy’s success and became the country’s outstanding ice cream manufacturer really proves their statement “QUALITY IS NOT JUST A VIRTUE BUT A LEGACY.”
*since arce’s products are made up of fresh carabao’s milk,
and carabao is the Philippine’s national animal,

II. Analysis (Situational&SWOT)

* Situational Analysis (Industry-Social-Environmental-Economic)

It is a common knowledge that big ice cream companies have tight competency in the industry. Unfortunately, Arce Dairy cannot go with the flow with other companies because it lacks visibility to the publics. But despite these facts, Arce Dairy is considered peculiar because of the ingredients they use in their products, especially the carabao milk and the macapuno that makes their products one of a kind.

Only few people know Arce Dairy Ice Cream and usually...

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