Sample 10-step Marketing Plan

10 STEP

Marketing Plan for

HI-LAS MARKETING CORP.

Jason J. A. Anasarias

December 2014

http://jayzsmoothandisayyes.blogspot.com/

5 Steps for Part 1

(PTM and positioning)

1. The Primary Target Market (PTM)2. PTM’s Needs-Wants-Expectations (NWE)

3. The Competitors

4. Product Positioning: PH mango is the bestin the world

5. The international Mango market

5 Steps for Part 2

(Marketing Mix & Strategy)

6. The HILAS Marketing Mix7. Pricing Strategy: Premium pricing for PH

Super Mango

8. Communication Strategies for PH mango

9. Sales channels

10.Product Differentiation

1. HILAS PTM are all foreign

buyers…

HILAS Primary Market Segmentation

Sea-freight Consumers Air-freight Consumers

Gourmet Fruit StoresMarket Wholesalers

1. HILAS secondary target market

is: the common shopper

Demographics• Mango fruit consumers cut across all social class, but PH

mango abroad is considered as for the high-valuecustomers.

Lifestyle

• Fruit and nutrition lovers, health and wellness buffs,organic food consumers, and “exotic” food lovers.

Behavior

• An int’l fruit consumption study shows that 35.56% ofrespondents consume mango weekly (top 3).

• Mango consumption in temperate countries is increasing at3.5 kilos per year.

1. HILAS marketing strategy is focused

on the common consumer

2. HILAS Target Market’s Needs-

Wants-Expectations (NWE)

Needs:• Nutritional value• Disease-prevention

Wants:• Affordability (price-competitiveness)• Product quality (size, color, sweetness, aroma, and non-

fibrous taste)• Long-shelf life• Durability during transportation

Expectations:• Year-long product availability of quality mangoes

2. Influencing Buyer Behavior

Food Needs

Premium Product

3. HILAS’ main competitors

are …

1.Lapanday Holdings2.DOLE3.Marsmann Draysdale Foods Corp.4.ProFood International Corp.

5.Variables: Seasonality of supply,Weather Conditions, Fruit FlyInfestation, Trade Barriers, and Shippingonstraints

4. Product positioning: PH mango

is the best in the world

Product Features vs Variety Matrix

Carabao Keitt Haden Kent Atkins

Durability

Sweetness

Aroma

Color

Shelf life

Size

Pulpiness

4. What they are saying about PH

mango

1.The Guinness Book of World Records considersthe Philippine Super Mango variety (a sub-variety of Carabao mango) as the best in theworld.

2.The sweetest and the most flavorful in theworld: Philippine Super Mango sweetness rating:22 Brix using a gadget known as therefractometer.

5. The International Mango

Market

1. The world mango market: US$543M at 1.15 tons (2011)

2. The US is worlds biggest mango consumer market(271,848 tons at USD280 M). The EU is next at 225,000tons. Japan imports 10,000 tons annually.

3. Mexico is the leading global mango exporter with270,000 tons. Thailand is the 2nd biggest exporter. Brazilis the top exporter to the EU. PH exports 22,000 tonsannually.

4. The PH is the worlds 6th biggest mango producer with3.5% of output at 823,576 tons per year, but 95% of PHmangoes are consumed in the country.

5. The International Mango

Market

5. India is the worlds biggest producer (11M tons), followedby China (4M tons) and Thailand (2M tons). Asiaconstitutes 77% of global production.

6. The most popular exported mango varieties are: Kent,Tommy Atkins, Haden and Keitt.

7. Fresh mango prices are decreasing due to oversupply, butthose of processed mango are increasing.

8. PH is major supplier of mangoes to Hong Kong and Japan,with 65% market share. The two countries absorb 89% ofPH mango exports.

5. The International Mango

Market: Top Varieties

5. Prospects for PH Mango

Export Market

1.PH mango export is set rise from 20,000 tons (3-year average 2008-2011) to 34,000 tons by 2020.

2.Japan and Hong Kong remains to be key markets,but the US market for PH super mango is rapidlyexpanding.

3.Growing shift from fresh mango exports to therapidly expanding processed mango sector.

4.Economy scale of PH mango production willremain small in the foreseeable future

6. The HILAS Advantage

Total Business Model

Grower Processor Exporter

• Presence at all levels of the supply chain.

6. The HILAS Advantage:

Structure

Diversified Agribusiness Company

Fresh Mango Processed Mango High-value Crops

• Product diversification increased profit margin

6. The HILAS Advantage:

Infrastructure

World Class Facilities

Modern Farming Technology Cold Storage Vapor Heat Treatment

• Investment in high-tech and modern facilities

increase enterprise value and efficiency

6. The HILAS Advantage:

Quality Management

Global Quality Certified

• Quality assurance is systematized and certified by

accredited monitoring services

7. Pricing Strategy: High Price

for PH Super Mango

• High Product Quality = High Price• PH Super Mango is paid at a premium in the

global market

• Demand always outstrips supply• PH Super Mango export supply is limited

(only 5% of total production) furtherpushing the value of the product.

• Thin Mango Skin = Faster Fruit Maturity• Product sensitivity limits market to Asia for

sea-freight (low-cost) transport)

7. Pricing: PH Mango vs other

varieties

Price/ User Matrix

Europe US Asia

High price

Medium price

Low price

Price vs. Consumer Matrix

Keitt Carabao Haden Kent Atkins

7. Price Comparison: PH

Super Mango Worldwide

South Korea = 6000 won (PHP250)/piece

Japan = US$63 (PHP2700)/kilo

USA = US$3.99 (PHP170)/piece

Canada = US$1.69 (PHP73)/piece

Belgium = Euros 2.4 (PHP142)/piece

PH Super Mango is pricey.

8. Communication Strategies

for PH Mango

Personal Communication

1.Website

2.Social media (Facebook)

3.Word-of-mouth

Mass Communication

1.Press releases (native advertising)

2.Public relations (PR): TV spots

3.Events and Experiences

8. Communication

Strategies for PH Mango

On-Line Marketing

WebsiteFacebook

8. Communication

Strategies for PH Mango

Public Relations

and Events

Cooking Shows/TV Spots

Food Expos/Fora

Recipes

Native Advertising

8. The Best Strategy for PH

Mango

Word-of-Mouth: the product sells itself

9. HILAS Sales Channels

• HILAS sells its mango products via directselling only, via wholesale.

• The company keeps direct contacts withpurchasers of purchasers of hypermarkets,supermarkets, fruit distributors and gourmetfruit in its core markets.

10. HILAS’ competitive

advantage…

1.The product sells itself. Buyers look for HILAS,not the other way around.

2.Due to its presence at all levels of the supplychain, HILAS can readily fill big orders.

3.Because it is certified by international qualitymarks, HILAS can easily enter global marketsthat are otherwise closed to PH suppliers dueto strict quality requirements and barriers.

SUMMARY

5 Steps for Part 1

(PTM and positioning)

1. The Primary Target Market (PTM)2. PTM’s Needs-Wants-Expectations

(NWE)3. The Competitors4. Product Positioning: PH mango is the

best in the world5. The international Mango market

5 Steps for Part 2

(Marketing Mix & Strategy)

6. The HILAS Marketing Mix7. Pricing Strategy: Premium pricing for PH

Super Mango

8. Communication Strategies for PH mango

9. Sales channels

10.Product Differentiation

10 STEP

Marketing Plan for

HI-LAS MARKETING CORP.

Jason J. A. Anasarias

December 2014

http://jayzsmoothandisayyes.blogspot.com/