10 step by step marketing plan selecta ice cream

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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

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10 STEPMarketing Plan for Selecta Ice Cream

Yash LumbaoJune 2010