10stepplanformekenifoodproduct-100628153302-phpapp01.pptx

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1

10 STEPMarketing Plan for

Mekeni Food Product

Auren B. Galang

June 2010


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5 Steps for Part 1

(PTM and Positioning)

1. Mekeni’s PTM are meat product lovers (especiall!otdogs" #rom t!e B$% $&$ ' Market

2. !o likes eas to prepare #ood during parties or even

meals to )e served especiall to c!ildren and adultsalike

*. it! %!oices t!at varies #rom !ig!l competentcompanies like Pure#oods (+ormel ,-M% ood %orp"$%&/$ ot!er local producers like Pampanga’s Best etc

. Gap is #ocused on good pricing sc!eme #or B$%$ & to 'consumers it!out sacricing taste and 3ualit

4. 5n a P!ilippine population t!at is roug!l 60 millionand a potential market o# roug!l 27 B Pesos.

http://www.thepigsite.com/articles/2164/philippine-pork-market-2008

http://www.thepigsite.com/articles/2164/philippine-pork-market-2008http://www.thepigsite.com/articles/2164/philippine-pork-market-2008


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5 Steps for Part 2

(Marketing Mix & Strateg)

8. +otdogs$ tocino$ Patties andot!er meat products

7. 5s 10920 : price di;erenceloer t!an t!e premium)rands


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Positioning to t!e

Pri"ar Target Market

Part 1>

-teps 1 to 4


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1#Mekeni$s pri"ar target

"arket (PTM) are t!e %orking

class Mo"$s &emograp!ics (1


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ood esp. #or t!e oung


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2# M PTM$s 'E

Moms’ )ot! oung and old$ set !ig! priorities on#eeding t!eir oung. &uring t!e #ormida)leears o# *912$ c!ildren are most concerned on

groing sociall ) !aving #riends andplamates$ )ut also re3uire nouris!ment #ort!eir rapid grot!.

it! t!eir limited and usuall )land taste

pre#erence$ )eing one o# t!eir #avorite andeas to prepare meals$ +otdogs remain to )eMoms’ num)er one c!oice to serve during)reak#ast or as ot!er meal replacements #ort!eir kids.


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a# Mekeni !as a lot of

for"idale *o"petitors &irect> -an Miguel ood Products$ -i#t

oods$ Bi))o !otdog$ Pampanga’s Best$ot!er @ocal meat product processors(G!ie and ica$ Ariel meat products "

5ndirect> %anned Meat Products like>-ausages$ -pam$ %orned Bee#$ etc

aria)les> Price$ product availa)ilit$promotion


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Mekeni +s *o"petitors

A B C D-E

+ig!price

@oPrice

Price vs %onsumerBracket

Bio "ot#og

$en#er %&ic'( )wi*t +ight' +eat'

+ekeni,s icnic

ampanga,s Best


10/29

,istriution and -+ailailit of

Product

%ompetitors are availa)le in all o# t!e

markets nationide.


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.# Mekeni positions strongl

on lo% cost "arkets catering

"ostl to t!e pro+incial areasMekeni’s marketing opportunit is on

increasing availa)ilit on a )iggermarket

/ptions availa)le in more groceries andsupermarket in t!e metro’s

5denti# more distri)uting c!annels onprovinces

More promotional ads )ot! on print andcommercial


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5a# /ased on ,T data t!e

Meat Preparation industr

a"ounts to aout P 2#. / T!e P!ilippine Processed ood 5ndustrMeat preparations

5n 2000$ !ouse!old spending on canned and uncanned meat

preparations amounted to P*2. )illion (C-/95'-". =ncannedmeat (longanisa$ tocino$ c!oriDo$ !otdog$ tapa$ etc." accounted #ora)out 70: o# t!is amount$ it! t!e rest accounted #or ) cannedmeats (corned )ee#$ lunc!eon meat$ meat loa#$ ienna sausage$etc.".

T!e meat processing industr is eEpected to )enet #rom

increased consumer spending and t!e eEpansion o# t!e #ast9#oodindustr. -an Miguel Pure#oods %orp. is t!e top meat processor int!e countr accounting #or more t!an !al# o# t!e processed meatmarket. -i#t oods$ 5nc. is a #ar second it! around *0:. /t!erplaers are Pacic Meat %ompan 5nc.$ irginia oods$ etc. T!eseplaers cater mainl to t!e !ouse!old sector and$ to a lesser

eEtent$ t!e institutional markets. !ttp>??itdi)iD.com?ecatalog?indeE.p!pFoptioncomHcontentItaskvieIid


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5# *urrent Market S!are on

t!e otdog ndustr Pure oods (-M%"$ !ic! controls 88 : o# t!e !ot dog

market and 20: o# t!e canned goods sector$ said itsnet income gre siE#old to P


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5 * l d d t! t t! T t l P t ti l


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5# *oncluded t!at t!e Total Potential

Market of processed food usiness is

approxi"atel P 26 / re+enue per

annu"

1. %ompetitor data P 1< B (-M%"

2. %ompan data P


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18

T!e Marketing Mix Strateg

Part 2>

-teps 8 to 10


17/29

7a# Meat Product Processing

ndustr re"ains to e one of t!e

iggest industr in t!e countr


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7# Mekeni Meat Products caters to t!e si"ilar line of

usiness %it! concentration on t!e pro+inces# 8no%n

to e a 9---: and S; accredited co"pan#

acuum -ealedPackaging

ariet o# ProcessedMeat Products

@o priced Availa)le in di;erent

siDes andvariants( regular$

Lum)o$ c!eese dog$c!icken"

&i;erent packagesiDe> 1 kg$ 2.4kg)undle pack$ retail

disposal$ 400kg AAAN marking


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6# Price 'ar

184.00?kg

14.00?kg

1*7.00?kg


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a# Pro"otional -cti+ities

http://a&rengalang.logspot.com/2010/06/m'-mekeni-picnic-a#s.html

• +oileAnno&ncements

• a#io an# $ A#s

• %ingles• 3ree 3oo# $aste in

)&permarkets• Direct )elling•

Dealership• E7ent )ponsorship Concerts( 9pen"o&ses( )howrooms


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# *o"petitor$s

pro"otions

http://a&rengalang.logspot.com/2010/06/p&re*00#s-ten#er-;&c'-h0t#0gs.html

E 7 e nt s


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;t!er /rands

http://a&rengalang.logspot.com/2010/06/*&nn'-hot#og-commercial.html


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4# Place of ,istriution

-upermarkets$ sari9sari stores et markets

idel distri)uted in 'G5/C * andnear) provinces +as -tarted to eEport products on

maLor cities in =-$ %anada and Parts

o# Middle 'ast Met!od o# deliver> dealers!ip$ &irect

-elling$et and &r Markets


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4# Mekeni is distriuted ation%ide

+ia dealers!ip distriution to local

"arkets and groceries

-upermarkets$ sari9sari stores$

convenience outlets$ drugstores$market stalls

Cationide

Pick9up ) customers %as! and %onsignments &ealers!ip


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10# '!at is t!e generic

%inning strateg<

ow Cost ro#&cer -uppl and &istri)ution @everage

&i;erentiation Cic!e


26/29

28

S=MM->?

Mekeni’s Marketing -trateg


27/29

5 Steps for Part 1

(PTM and Positioning)

1. Mekeni’s PTM are meat product lovers (especiall!otdogs" #rom t!e B$% $&$ ' Market

2. !o likes eas to prepare #ood during parties or even

meals to )e served especiall to c!ildren and adultsalike

*. it! %!oices t!at varies #rom !ig!l competentcompanies like Pure#oods (+ormel ,-M% ood %orp"$%&/$ ot!er local producers like Pampanga’s Best etc

. Gap is #ocused on good pricing sc!eme #or B$%$ & to 'consumers it!out sacricing taste and 3ualit

4. 5n a P!ilippine population t!at is roug!l 60 millionand a potential market o# roug!l 27 B Pesos.

http://www.thepigsite.com/articles/2164/philippine-pork-market-2008

http://www.thepigsite.com/articles/2164/philippine-pork-market-2008http://www.thepigsite.com/articles/2164/philippine-pork-market-2008


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5 Steps for Part 2

(Marketing Mix & Strateg)

8. +otdogs$ tocino$ Patties andot!er meat products

7. 5s 10920 : price di;erence

loer t!an t!e premium)rands


29/29

26

10 STEPMarketing Plan for

Mekeni Food Product

Auren B. Galang

June 2010

10stepplanformekenifoodproduct-100628153302-phpapp01.pptx

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