10 step marketing plan

1

10 STEP Marketing Plan for Purefoods Tender Juicy Hotdogs

Nailah P. CristobalMarch 2, 2012

http://nailah08.blogspot.com

1. Purefoods Tender Juicy’s primary target market (PTM) are kids and kids at heart.

2. Who demand the meaty and mildly spiced hotdogs that are smoked and cooked to a distinctly succulent and juicy texture.

3. Can choose among Swift Mighty Meaty, Bibbo, Andale and Mekeni

4. Gap exists because some brands are cheaper5. The market size was 27 billion. Purefoods

Tender Juicy’s niche was 18.2 billion as of 2010.

Steps 1 to 5

Kids can tell.


6. Kids can really tell the difference among other brands, because of its taste, juiciness and tenderness.

7. Priced 3-10% more than its competitors8. Uses TV, print, events and experiences9. Is distributed nationwide10. Makes use of niche strategy

Steps 6 to 10

Kids can tell.



Demographics (Kids – 3 to 12 years, Adults – 22 to 45 y/o, Class A,B & C, single & married)

Lifestyle (Active kids and kids at heart from upper to middle class)

Behavior (fun-loving, family-oriented, loves kids)


2. Kid’s Needs, Wants & Demands

Needs: Kids need to eat for nourishment.

Wants: Kids love the bright cherry red color of Purefoods Tender Juicy Hotdogs because of the magical flavor experience bite after bite.

Demands: Kids demand the meaty and mildly spiced hotdogs that are smoked and cooked to a distinctly succulent and juicy texture.


Maslow’s Hierarchy of Needs

6

Self-Actualization Needs(Self-

Development & Realization)

Esteem Needs (Recognition,

Status)

Social Needs (sense of belonging, love)

Safety Needs (security, protection)

Physiological needs (food, water, shelter)

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

Food for kids


3a. Direct and Indirect competitors Direct- Swift Mighty Meaty, Bibbo,

Andale, Mekeni, Indirect- Canned Meat Products

(corned beef, Vienna sausage, Spam, Luncheon Meat etc.), Tuna Hotdogs, Other cold cuts (ham, bacon, salami etc)

Variables- Age, Price, Taste, Texture, Added Nutrients, Availability


3b. Competitive position map for Purefoods

Price/ Age Matrix

A B C D&E

High price

Low Price

Swift

Purefoods

Bibbo

Mekeni

Andale

Price vs. Consumer Classes


Benefit positioning vs. different brands

Benefit Positioning vs. Brand Matrix


4. Purefoods has a niche market advantage.

- Purefoods is the #1 hotdog loved by kids and kids at heart for more than five decades.

- It has a loyal consumer base. - It is the freshest, best-tasting hotdog

that kids and kids at heart love.- Rival brands offer a lower price,

flavored variants, added nutrients and different texture.


5a. Meat Preparation industry amounts to about P 32.4 B - DTI

The Philippine Processed Food Industry Meat preparations

In 2000, household spending on canned and uncanned meat preparations amounted to P32.4 billion (NSO-FIES). Uncanned meat (longanisa, tocino, chorizo, hotdog, tapa, etc.) accounted for about 70% of this amount, with the rest accounted for by canned meats (corned beef, luncheon meat, meat loaf, Vienna sausage, etc.).

The meat processing industry is expected to benefit from increased consumer spending and the expansion of the fast-food industry. San Miguel Purefoods Corp. is the top meat processor in the country accounting for more than half of the processed meat market. Swift Foods, Inc. is a far second with around 30%. Other players are Pacific Meat Company Inc., Virginia Foods, etc. These players cater mainly to the household sector and, to a lesser extent, the institutional markets.


http://itdibiz.com/ecatalog/index.php?option=com_content&task=view&id=85&Itemid=128&limit=1&limitstart=1

5b. Current Market Share as of 2010

Pure Foods (SMC), which controls 66 % of the hot dog market and 20% of the canned goods sector, said its net income grew sixfold to P872 million from P143 million, and after revenues went up 2 percent to P18.2 billion from P17.8 billion

Swift Foods Inc holds 22 %the market share of processed meats.

More or less about 10-12 % is covered by other local players like, CDO (Bibbo Hotdog) Pampanga’s Best ( first in the market on Local production ) and Mekeni Food Corp both of which are breaking through at a national coverage

10http://www.manilastandardtoday.com/insideNews.htm?f=2010/may/15/news5.isx&d=2010/may/15


5c. Consumer data indicate a size of PHP 113.05 Billion


95 Million Filipinos X 7kg X PhP 170.00 (Retail Price of Purefoods Tender Juicy)

= P 113,050,000,000http://car.dost.gov.ph/index.php/component/content/article/1-feature/142-meat.html

http://car.dost.gov.ph/index.php/component/content/article/1-feature/142-meat.html

5. Concluded that hotdog market is 27 Billion PHP

1. Competitor data= P 27 Billion

2. Company data = P 27 Billion

3. Customer Usage data = P 113 Billion


6a. Different Processed Meat Products @ your favorite supermarket


http://www.mekeni.com/product_gallery/content/index.html

6b. What makes Purefoods Tender Juicy different?

No MSG Added HACCP Accredited, RPDA Inspected Freshly made, freshly delivered Kids can tell!!!

Because of its distinct taste, color and juiciness, kids can really tell the difference among other brands.


7. Price


7. Price


7. Price


7. Price


Prices vary from PHP 154- 170 on 1 kg pack of hotdogs.

Purefoods costs 10% more than the cheapest hotdog brand.

8a. Purefoods uses TV and print ads.


1.

2.

8a. Purefoods Tender Juicy Hotdogs - endorsed by top celebrities.

Purefoods Tender Juicy Hotdog launched a campaign starring Ryan Agoncillo, Judy Ann Santos and their daughter, Yohan, having a fun fashion montage from the ’80s, ’90s and 2000 while enjoying their favorite hotdog. This thematic campaign communicates the freshness heritage of Purefoods Tender Juicy Hotdog, Then, Now and Forever.

http://www.manilastandardtoday.com/insideEntertainment.htm?f=2011/july/5/entertainment1.isx&d=2011/july/5




8a. Samples of Promo


http://sanmiguelpurefoods.com/?p=168

http://sanmiguelpurefoods.com/?p=168

8b. Competitors’ claims


http://phils-trade.com/advertse/rfm/swift/swift.htm

Argentina Andale is enriched with ABC, or Active Brain-Building Choline. Choline is a B-vitamin-based nutrient and has become famous among medical practitioners and researchers as the "brain‘s memory architect." In several studies, Choline has been proven to improve the cellular structure and communication pathways of the brain’s neurons. Moreover, Argentina Andale Hotdog is lower in calories, fat content, and sodium than most other hotdogs in the market, and it uses only premium quality meat to ensure an exceptionally tasting, healthy snack every time.

http://www.malaya.com.ph/oct31/ent3.html






Argentina Andale is enriched with ABC, or Active Brain-Building Choline. Choline is a B-vitamin-based nutrient and has become famous among medical practitioners and researchers as the "brain‘s memory architect." In several studies, Choline has been proven to improve the cellular structure and communication pathways of the brain’s neurons. Moreover, Argentina Andale Hotdog is lower in calories, fat content, and sodium than most other hotdogs in the market, and it uses only premium quality meat to ensure an exceptionally tasting, healthy snack every time.


Meatier? Cheaper?





http://www.cdo.com.ph/brands/premium_redhotdog.aspx http://www.mekeni.com/product_gallery/content/index.html

http://www.cdo.com.ph/brands/premium_redhotdog.aspx





http://www.cdo.com.ph/brands/premium_redhotdog.aspx http://www.mekeni.com/product_gallery/content/index.html

Healthier?

Juicier?

http://www.cdo.com.ph/brands/premium_redhotdog.aspx



9. Purefoods Tender Juicy is distributed nationwide.

Supermarkets Wet and Dry Markets Nationwide Pick-up by customers Cash and Credit


10. Purefoods Tender Juicy is a niche leader.

Its main strategy is to dominate the niche market of kids 3-12 years old and kids at heart who have loved its tenderness and juiciness over the years.

It is widely distributed all over the Philippines because it is an SMC product.


30

SUMMARY



2. Who demand the meaty and mildly spiced hotdogs that are smoked and cooked to a distinctly succulent and juicy texture.

3. Can choose among Swift Mighty Meaty, Bibbo, Andale and Mekeni

4. Gap exists because some brands are cheaper5. The market size was 27 billion. Purefoods

Tender Juicy’s niche was 18.2 billion as of 2010.

Steps 1 to 5

Kids can tell.


6. Kids can really tell the difference among other brands, because of its taste, juiciness and tenderness.

7. Priced 3-10% more than its competitors8. Uses TV, print, events and experiences9. Is distributed nationwide10. Makes use of niche strategy

Steps 6 to 10

Kids can tell.


33

10 STEP Marketing Plan for Purefoods Tender Juicy Hotdogs

Nailah P. CristobalMarch 2, 2012


10 step marketing plan

Business

experiencesis

premium quality

brains memory

mildly spiced

cheaperthe

swift mighty

purefoods

argentina