sample 10-step marketing plan
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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.
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
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. 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
Public Relations
and Events
Cooking Shows/TV Spots
Food Expos/Fora
Recipes
Native Advertising
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.
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
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