Академический Документы
Профессиональный Документы
Культура Документы
I. II. Introduction. General Business Condition 2.0 Situational Analysis. 2.1 Market Summary.. 2.1.1 Market Demographics 2.1.2 Market Needs 2.1.3 Market Growth 2.2 Marketing Environment 2.2.1 Political forces 2.2.2 Economic forces 2.2.3 Competitive forces 2.3 Product Offering 2.4 Key to Success III. IV. Competitive Conditions.. Market Research Results 4.0 Marketing Strategy 4.1 Mission 4.2 Marketing Objectives 4.3 Financial Objectives 4.4 Target Markets 4.5 Positioning 4.6 Strategies 4.7 Marketing Mix 4.7.1 Product Marketing Mix 4.7.2 Price 4.7.3 Promotion 4.8 Marketing Research V. Sales and Distribution Plan 5.0 Distribution Plan 5.1 Sales Monitoring Plan VI. Advertising and Sales Promotions
6.0 Implementation VII. Other Related Aspects 7.0 Product Formulation 7.1 Packaging VIII. Budget Summary IX. Profitability (Net Income Targets)
I.
TARGET MARKET
3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 500,000 0 CAVITE LAGUNA BATANGAS RIZAL QUEZON
2.1.1Market Demographics
The profile of Company name customer consists of the following demographic, psychographic, behavioral and geographic factors:
GEOGRAPHICS
CALABARZON is the second most densely populated region in the country, principally because it is the closest region to metro Manila. Because of its close proximity to Manila and the industrial and economic opportunities that exist there, CALABARZON is experiencing rapid urbanization. As of the year 2000, 67% of its population lives in urban areas. Our immediate geographic market is the CALABARZON area, with a population of 12,609,803 million
Both Female and Male Single/Married Well-Educated Age range 20-above For married: Have children necessarily at home Monthly Income of 5,000- above
PSYCHOGRAPHICS The healthy living of her/his family is the priority. They have a relatively high purchasing power, and have a great propensity to buy things. They study the value of things first before purchasing them. They enjoy having fun with their family. BEHAVIORAL Purchase frequency - regular User status- regular User rate- heavy user Loyalty status- strong Readiness- aware
2.1.2Market Needs
Peanut Butter consumed in large quantities in the Philippines and has good potential for export and the untapped international markets. Statistics says that about % of the entire US households consume it as bread spread. Peanut Butter here in the Philippines is entirely in demand especially o those who really enjoy eating breads, cookies, pastries and etc. with Peanut Butter. Aside from its
Increase the numbers of our potential consumers To encourage them to shift to our product offer To retain customers to generate repeat purchases Maintain a gross margins in excess of __ % Generate sales in excess of _______ per business day
4.1 Mission
JMN PEANUT MANUFACTURING COMPANY is a manufacturing company who produces highquality, affordable Peanut Butter and have passed the European Union standard. Our companys mission is to be leading producer of Peanut Butter to CALABARZON and in the Philippines and next internationally in order to penetrate the market. JMN PEANUT MANUFACTURING COMPANY is also committed by giving back to the community by contributing to local conservation programs. Ultimately, the company would like to develop and fund its own environmental programs. This plan will outline how JMN
PEANUT MANUFACTURING COMPANY intends to introduce new products, expand its distribution, enter new markets, and give back to the community.
Product:
We position FILIPEANUT BUTTER as the number one spread in CALABARZON and other domestic markets. Afterwards we will expunge the companys presence in European Union market prior to this we will position our product as the faade of peanut butters in European Union market.
4.6 Strategies
The marketing strategy will seek to first create customer awareness regarding the products offered, establish connections with the targeted markets and work toward building customer loyalty and repeat purchases.
JMN PEANUT MANUFACTURING COMPANY main marketing strategies are: Strategy #1 introduces the FILIPEANUT BUTTER in CALABARZON and penetrates their market.inform our target area regarding to our products. Product awareness Market testing Introductory Promotions
Strategy #2 leverages the potential target customers- our best sales will come from our customers. Sales Promotion Product Testing (Demonstration, Free- taste) Personal shopper support Exceptional customer service in the store Product Knowledge
Strategy #3 cross selling- increase the average amount per transaction Complementary Products
Strategy #4 telemarketing- connecting with people involved to increase the performance of the company. Connecting with CUSTOMERS -since our company wants to have a good relationship with our customers, we will have telemarketing as one of our services offered and in line with this we can indulge the customers to try some of our products. Connecting with DEALERS -our company should also establish good relationship with our dealers. If we have good channel of distributions good quality of product appearance will deliver to our target market and less time will consume.
4.7 Marketing Mix 4.7.1 Product Marketing Mix- JMN PEANUT MANUFACTURING COMPANY offers products with unique taste of Peanut Butter. Our products enable our customer to experience the affordability and quality of FILIPEANUT BUTTER.
4.7.2 Price- Product Pricing is based on offering high value to our customers compared to most price points in the market. Value is determined based on the preeminent quality, taste, spreadibility, and safety; we will consistently lower than the other brands of Peanut Butter so that lower earners can afford our products. JMN PEANUT MANUFACTURING COMPANY is not particular with setting highprices or attempting their goals of offsetting low prices by selling high quantities of products.
COMPETITOR BY PRICE
70 70 65 60 60 55
LILY'S PEANUT BUTTER KRAFT PEANUT BUTTER
68 65
Promotion- JMN PEANUT MANUFACTURING COMPANY communicates with consumers and retailers about its products in a variety of ways. The firms promotional efforts also seek to differentiate its products from those of its competitors.
4.7.3
Product testing - the company will provide free-taste of the products so that consumers will experience the unique taste of FILIPEANUT BUTTER. Product knowledge- this promotional strategy will increase the awareness of the consumers about the products and to aid the awry thoughts of the customers about the aflatoxins. Cooking Competition- this strategy will attract the customers especially the demographic segment of mothers, who loves to cook for their families. In this competition, the company will find best of the best cooks within CALABARZON using FILIPEANUT BUTTER as their major ingredient.
Initial Question results- a company notes about the customer responses on How did
you hear about the FILIPEANUT BUTTER? question. We attempt to correlate it with our advertising and promotional activities.
our customers.
Competitive Shopping- we continually shop on different stores for at least once each
quarter for competitive information. We visit stores in the area for buying insights. Suggestions- a company provides suggestion box in different stores where
FILIPEANUT BUTTER is available. This method will help us to gain additional information from
Distirbution Plan:
Manufacturer
_____ Butter is coming from the companys' manufacturing area.
Wholesaler
Then, the wholesaler will receive the products in order to distribute to different retailers.
Retailers
After the receiving the FILIPEANUT Butter, the retailers will now distribute it to potential target customers.
Customers
After the customers buy the FILIPEANUT Butter the consumers will now consume the products.
Consumers
The company will distribute the products through trucks and each truck has a capacity to transport a minimum of 70 boxes and maximum of 120 boxes. Then, this product will be delivered to different wholesalers such as supermarkets and malls in CALABARZON. These are the lists of supermarkets and malls in where we will distribute our product:
LAGUNA:
SM CITY STA.ROSA SM CITY CALAMBA SM CITY SAN PABLO Robinsons Place STA.ROSA Robinsons STA.ROSA Market Ultimart Shopping Plaza Waltermart CALAMBA PUREGOLD BATANGAS: Robinsons LIPA SM CITY BATANGAS SM CITY LIPA RIZAL: QUEZON:
Filipeanut Butter can also use in vegetables as sauce, dressing and marinade. Example: kare-kare, Salad Dressing
Advertising:
Websites- it is for our customers so that they can check information about our products and it is cheaper than other form of advertising campaign. Mobile Advertising-
Public Relations- this marketing instrument would help the company to increase the customers loyalty and also it creates goodwill. Public Relation is one of the effective strategies in increasing potential customers.
TABLE 5.1: ADVERTISING FOR THE YEAR 2013-2017 2013 1ST. QUARTER 2ND. -Mobile Advertising 2014 2015 2016 2017
-Website
QUARTER 3RD. QUARTER 4TH. QUARTER -Public Relations -Corporate Social Responsibility
TABLE 5.2: SALES PROMOTIONS FOR THE YEAR 2013-2017 2013 1ST. QUARTER 2ND. QUARTER 3RD. QUARTER 4TH. QUARTER -Events Partnership in CALBARZON -Signage (tarpaulins) -Free-taste -Cooking Contest 2014 2015 2016 2017