10 step by step marketing plan selecta ice cream
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1
10 STEPMarketing Plan for Selecta Ice Cream
Yash LumbaoJune 2010
5 Steps for Part 1 (PTM and Positioning)
1. Selecta ice cream’s primary target market are kids.
2. Who wants to enjoy food.3. Can choose Nestle, etc.4. Gap is all other brands focus on
the creaminess of the ice cream5. The market size is P7 billion
5 Steps for Part 2(Marketing Mix & Strategy)
6. Selecta ice cream, a favorite dessert, comes in various variants
7. Price is at par with competitors8. Uses TV, events & experiences
9. Distributed nationwide10. Uses differentiation approach
to win the market
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Positioning to the Primary Target Market
Part 1:Steps 1 to 5
1.Selecta ice cream’s primary target market (PTM) are kids
Demographics (5-14, M/F, social class BCD)
Lifestyle (study, play, loves to eat sweets)
Behavior (would eat ice cream, if available)
I need food!
I’m bonded w/ my family
2. My PTM’s NWEKids need:To satisfy their cravings for food/ sweets
and to belong (social needs)
Kids choose Selecta ice cream over other brands because of: brand, taste, quality, & endorsed by kids favorite celebrities
When kids eat Selecta, they expect to: be satisfied and enjoy what they eat.
3a. Selecta Ice Cream has several competitors Direct: Nestle, Magnolia, Arce Dairy
Indirect: Fruit shake stands, Ice Cream Restaurants (Icebergs), Sundae (fastfood/ convenience stores), Salad bars
Variables: Age, Price, Packaging, Availability, Occasion, brand, Taste
Selecta is a market leader by differentiation
Price/ Age Matrix
0-14 yrs 15-21 yrs 22-49 yrs 50yrs up
High price
Low Price
Selecta 3-in-
1+1
Magnolia
Price vs. Age Matrix
Selecta gold series
CornettoOther Selec
taNestle
Drumstick
NestleTrio
Selecta ice cream’s positioning is shown in this competitive map
Positioning vs. Brand MatrixSelecta Nestle Magnolia
Family bonding campaignMore milk, less sugar3 in 1 (3 flavors in 1 tub)3 in 1 + 1 (4 flavors in 1 tub)Favorite local flavorsUses real milkNo sugar added lineOffers ice cream co-created by Manila's finest chefsTamper proof tabSells ice cream on stick
4. Selecta ice cream positions strongly in differentiation
Selecta is the only ice cream that: have 4 flavors in 1 tub has co-created flavors with
Manila’s finest chefs uses the “family bonding”
campaign sells ice cream stick
5a. Based on Unilever-RFM’s data, total market size is 6 bn1. Unilever-RFM’s data: Selecta sales
in 2008 is P3 billion, forecasted to increase by 10% in 2009
2. Unilever-RFM claims market share of 54%
3. Then total ice cream market size is P3.3 billion/54% = P 6 billion
Source: http://www.philstar.com/Article.aspx?articleid=466249
5b. Industry data indicates total market size is Php8.75bn
Ice cream sales in the Philippines were expected to grow by 2.8% in 2009 to PHP8.75bn (US$195.4m). Volumes were forecast to inch up 0.7% to 64m litres.
Source: http://www.just-food.com/analysis/just-the-facts-ice-cream-in-the-philippines_id110524.aspx
5c. Consumer data indicates total market size is Php6.5B
Ice cream consumption:- 25% of Filipinos buy ice cream thrice a year- 92M Filipinos x 25% x 3 x Php95 =P6.5 billion
Source: Manila Bulletin, May 6, 2009
5. Concluded that ice cream market is P7 billion1. Company data= P6 B
2. Industry data = P8.75 B
3. Usage data = P 6.5 B
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The Marketing Mix Strategy
Part 2:Steps 6 to 10
6a. Ice cream category is dominated by 3 major brands
Selecta
6a. Ice cream category is dominated by 3 major brands
Nestle
Magnolia
6b. Product Description Selecta ice cream comes in different
flavors. There are several variants, the Gold,
Creations, Moo, Supreme, Classic, ice cream cones (Cornetto & Moo Cone) and ice cream stick
Selecta also comes in several sizes: 3.4L, 1.5L, 800ml & 750ml for Selecta creations & supreme, and 1.8L & 750ml for Moo
7. Price - Selecta is at par or lower with major competitors
Selecta Nestle Magnolia*Classic 1.5 P180 P180P187*Supreme 1.5/ 210 205 Gold 1.5 215*Trio 149 149 n/a**Cornetto/Drumstick 25 36 n/a
*prices from the landmark-makati supermarket**prices from Mini Stop
8a. Promo
- TV commercial: airs at major TV stations (ABS-CBN, GMA, etc) Selecta 3-in1 + 1Selecta double supreme
8a. Promo- Events/ Experience: bonding
campaign - Selecta kids universe- Selecta ice cream carts with
music- Word of mouth – blog- Free cup of ice cream when you
purchase a movie ticket – Glorietta/ Greenbelt
8b. Competitor promo: Nestle
http://www.nestle.com.ph/corpsite/content/default.asp?p=promos
nestle TVC
8b. Competitor promo: Magnolia
- No separate TV ad for ice cream. TV ad is included in other Magnolia products (Pacquiao family)
8. Promo
- All players use the social networking sites (Facebook) to promote their product.
- Only Selecta uses the “Family bonding” campaign.
- Selecta uses jingle that has easy recall (3 in 1 + 1)
9. Selecta ice cream is distributed nationwide Supermarkets, convenience
outlets, drugstores, Selecta kiosks, groceries, ice cream carts
Nationwide but concentrated in Metro Manila, w/c accounts for 80% of total ice cream market
10. Selecta is a market leader by differentiationSelecta’s main strategy is differentiation.
It co-created the “gold series” with finest Manila chefs, and 4-in-1 tub
It benefits from the distribution leverage and strong brands of Unilever and RFM.
Has reasonable price & excellent products distributed nationwide.
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SUMMARY
5 Steps for Part 1 (PTM and Positioning)
1. Selecta ice cream’s primary target market are kids.
2. Who wants to enjoy and be satisfied.3. Can choose Nestle, etc.4. Gap is all other brands focus on the
creaminess of the ice cream5. The market size is P7 billion
5 Steps for Part 2(Marketing Mix & Strategy)
6. Selecta ice cream, a favorite dessert, comes in various variants
7. Price is at par with competitors8. Uses TV, events & experiences
9. Distributed nationwide10. Uses differentiation approach
to win the market
31
10 STEPMarketing Plan for Selecta Ice Cream
Yash LumbaoJune 2010
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