Three Chefs Marketing Plan_Final

8/8/2019 Three Chefs Marketing Plan_Final

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Contents

introductionintroduction

Situation analysisSituation analysis

ObjectivesObjectives

StrategiesStrategies

Action program Action program

Financial projectionFinancial projection

Implementation controlImplementation control



Situation analysis M

OA Industry Analysis

Competitor Analysis

y

Direct competitiony Indirect competition

Customer Analysis



Situation analysis - SWOT

Factors

Performance Importance

FundamentalStrength

MarginalStrength

NeutralMarginal

WeaknessFundamental

WeaknessHigh Medium

Low

# Marketing Factors

1 Creativity in items & Idea H

2 Value Added products H

3 Dealer Network H

4 Product Quality H

5 Provide either Family or Personal packs H

6 R elative Market Share

H

7 Breadth of H

8 Customer Loyalty M

9 Advertising H

10 After Sales Services M

11 Price and Costing Polices M

Financial Factors

12 Profitability H

13 Financial stability M

14 Cash management H

Manufacturing Factors

15 P

roduction Capacity

M16 High Technical skills H

17 High Technical equipment H

18 Economies of scales M

19 Flexibility H

20 Supplier sourcing flexibility M

21 Time to market H

Organizational Factors

22 Workforce M

23 Sister Companies L

24 Fast and decentralization decision M

25Managerial capabilities

M

26 Adaptability M





The objectives

Short termy To create awareness by 70%

y To pioneer the market by stir fry product

Medium term

y To become the market leader in the segment of

processed food achieving a 45% market share by May

2010.

Long term

y To leverage the brand & maintain customer life

time value.



STP

Segmentation.y Main drivers are the fast rhythm of life & the

economic conditions leading spouses to worktogether.

Target Market.y WorkingMothers.

y Bachelor professionals.

y Picnic food ( e.g. On vacation).

Positioning.y Healthy & convenient Product. So easy & quick

to become a regular element of the weekly or monthly shopping list



Value proposition

More for more



Strateg ies

Corporate strategies.1. Value discipline,

Operational excellence. (six-sigma, Lean

production, ISO)

Product leadership.2. Ansoff¶s

New products for existing market



Strateg ies (BCG for 3 chefs)

S t a r sS t a r sChicken fillet

Chicken crispy

Chicken stuffed

Fried shrimps

??

Stir fryStir fry

Cash cowsCash cows

Beef burger Shish-kofta

Drum sticks

DogsDogs

Chicken nuggetsChicken fillet with

honey mustardflavor



Strateg ies Business level strategies.

three generic strategies.

.

Timing tactics (when).

y First mover (for stir-fry).

Market location strategies (where).

y Offensive (frontal assault) to rollout the product.

Product or service alliances.(with suppliers).

Distribution alliances.(with big retailers, like Carrefour).



Strateg ies (Marketing mix)

Product

Packagingincrease life time

Productdevelopment

innovativehealthy & organic

BrandingStrategies

capitalize thebrand

Price

s imming

Distributionstrategy

Selective(geographically)

Promotion

Advertising(pull,push)

Sales promotion

PRSponsorship



STIR FRY Product description

Fully cooked product,

using the most

updating technology.

Just need to beheating.



The Action program

P e r s o n i n c h a r g eP e r s o n i n c h a r g e a c t i o n a s s i g n m e n ta c t i o n a s s i g n m e n t s t a r t d a t es t a r t d a t e e n d d a t ee n d d a t e

R & D Dep. Product Development1 May 15-May-09

Finance Department Formal Cost & Pricing Approval15-May-09 31-May-09

Purchasing Dep.

Raw Material Supplying1-Apr-08 1-May-08

Packaging1-Apr-08 1-May-08

Production Dep. Full Scale Production1-Jun-09 7-Jun-09

Sales Dep. Product Distribution7-Jun-09 15-Jun-09

Marketing Dep. Launch Advertising Campaign15-Jun-09 14-May-10



The f inancial projection

The marketing budget

MEDIUM Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May TotalTIME SEGMENT 03 03 03 04 04 04 04 04 04 04 04 04

Press 100 100 200 100 100 0 200 100 100 100 200 100 1400

TV 0 1,000 4,000 1,000 0 0 600 0 0 0 0 6,600

Magazines 10 10 10 10 10 10 10 10 10 10 10 10 120

Outdoor 50 50 50 50 50 50 50 50 50 50 50 50 600

SMS 1 0 0 0 0 1 0 0 0 0 0 0 2

P R 0 50 0 50 0 0 0 0 0 0 0 0 100

MONTHLY TOTAL

LE (000) 161 1,210 4,260 1,210 160 61 260 760 160 160 260 160 8,822

Contingency 178.00

LE (000) 9,000



testing the feedback of theads. and its impact on thebrand sales figure.

Testing the recall of the Ad atthe end of each quarter.

Comparing the Marketingobjectives with the actual

achievements, through themarket audit every 3 months.

Implementation controls

Three Chefs Marketing Plan_Final

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