jetti marketing plan ppt

SITUATION ANALYSIS

A. Company and Product History

Jetti Petroleum Inc. is a Filipino- owned company that has been importing, blending, distributing and retailing petroleum products.

It was formed on April 5, 1998 under the Jetti Corporation located at 18th Avenue, Camarilla St., Murphy, Cubao, Quezon City. On May 2001, the company transferred its business address to Nagtahan Bulk Terminal at Pandacan, Manila to sustain its growing network of gasoline stations and to ensure that there will be enough and steady supply available for customers. The facility is consist of six vertical storage tanks and can handle up to six million liters of fuel. By 2002, the local government of Manila issued an ordinance of closure of all the fuel terminals in Pandacan, including the bulk terminal of Jetti, for safety and health reasons.

• products

SITUATION ANALYSIS

B. Product Evaluation: SWOT Analysis

Strengths:

1. Its current price for its products is considerably lower than its competitors.

2. Their crews are well and properly trained when it comes to handling their customers.

3. They offer fast service.

4. They are committed to the customer’s total satisfaction.

SITUATION ANALYSIS

• Weaknesses:

1. It is relatively new in the market.

2. Customers are not much aware of their competitive advantage.

3. The company uses a non- beneficial and obscure consumer differentiation.

4. Fuel availability in each branch is limited

SITUATION ANALYSIS

Opportunities:

1. They have situated their gas stations far from their major competitors but near to their target customers.

2. They are not only able to entertain upper class customers but the middle class as well.

3. Jetti uses a Non- beneficial and Obscure Product differentiation because of the threats they are facing.

SITUATION ANALYSIS

Threats:

1. Their competitor can develop a new strategy faster in terms of handling consumers

2. Their competitors might develop a new product that will surely compete to the Jetti’s present products.

3. Their competitors may build their new gasoline stations near Jetti to compete with them.

SITUATION ANALYSIS

Differentiation:

Jetti uses a Non- beneficial an Obscure Product differentiation because:

1. They have a very little differentiation among its competitors.

2. They almost have the same services.

3. Their strategies are almost identical.

4. They target almost the same market groups.

SITUATION ANALYSIS

C. Consumer Evaluation

1. Consumer Make- up:

Group 1: Group 2:

Age - 25- 40 Age - 40 - 65

Sex - Both Sex - Both

Income - P 5, 000 and below Income - P 10, 000 above

Education - High school graduate Education - College Graduate

Social Class - Middle Class Social Class - Upper Class

Family Size - 4- 8 Family Size - 3- 5

Geographical - Suburban Geographical - Urban

Product User - Regular buyer Product User - Frequent Buyer

Lifestyle - PUV Drivers Lifestyle - Professionals

SITUATION ANALYSIS

2. Segment Markets:

Geographical Segmentation

The customers of Jetti are either located in urban and suburban because they target two major markets: the upper and the middle class who, of course, owned or operated vehicles, either for private or public purposes. Urban may include the customers who live in condominiums or in the major residences around the metro, while suburban may include living in middle- class subdivisions or in minor areas around the metro.

SITUATION ANALYSIS

SITUATION ANALYSIS

Product User Segmentation

The target markets of Jetti are either a regular customer or frequent users. Usually, the regular customers of Jetti are the public transportation drivers or delivery vehicle drivers. They usually became a regular customer because Jetti offers a price lower than its competitors. That is why they prefer to buy fuel that will not be greater than their budget. The frequent users of the products are the upper class groups. This group, however, owns private vehicles and can choose their preferred gasoline stations. They just might drop to Jetti for emergency purposes just like they run out of fuel and they have no choice but to buy fuel in Jetti.

SITUATION ANALYSIS

Lifestyle Segmentation

Just like what stated above, usually, the customer of Jetti are the public transport drivers and the delivery vehicle drivers. This group belongs to the middle class. They usually prefer Jetti because of its location, services and price. Usually, Jetti offers their product in a low price but with the same quality. Jetti’s location is accessible to them since they are located along the way. The professional group, however, has enough income and can afford almost any gasoline station they prefer or they have chosen to patronize. They usually do not base their purchasing behavior in price, but on the quality and benefits that the product can offer. It is also possible that they choose Jetti as their gasoline station, and it is important for Jetti to keep these customers in purchasing and loyal to the station.

SITUATION ANALYSIS

• • 3. Positioning• Jetti positions itself as a low- price, high- quality and service-

oriented gasoline station. They offer a low- price gasoline but without sacrificing the quality. They have their own version of unleaded motor gasoline and diesel. These products are developed in an earth and environmental- friendly manner in accordance to Republic Act 8479- Downstream Oil Industry Deregulation Act of 1998, Republic Act 8749- Philippine Clean Air Act of 1999, and Republic Act 9367- Biofuels Act of 2006. They also offer other service such as car- washing and car- repair.

•

Competitor Evaluation

Primary Competition

Caltex Petron Shell

It has been in the Philippines for eighty- nine years. It includes the Star Mart, located in their stations. In 2006, the Caltex Philippines Inc. changed to Chevron Philippines Inc. Despite of the change, the commitment of the company was still the same as before. It is also known to provide satisfying service for the customers.

It is the biggest oil refining and marketing company in the Philippines. It offers a

full range of petroleum products. They operate a refinery in Limay, Bataan

with a capacity of 180, 000 barrels a day. They move

their products by sea to the 32 major oil depots around

the country.

It has been the most patronized gasoline station

in the Philippines. It has been in the Philippines for more than a century. It is

expected to generate substantial income for the

government of the Philippines and reduce the

reliance of imported fuels up to 30%. It is also expected

to provide environment- friendly petroleum products.

SITUATION ANALYSIS

Secondary Competition

Unioil Liquigaz Flying V

It came to existence on 1966; it has led a way in

innovative petroleum solutions and establishing itself as a highly innovative

business partner for specialty oils, fuels and

lubricants.

It is the fastest growing LPG Company in the Philippines.

Its operation started on 1995, and currently the

second largest LPG supplier in the Philippines. Their

market share is 25% of the country’s total LPG demand.

Opened its first station in 1997 at Hagonoy, Bulacan. They have been one of the top 150 corporations in the

Philippines for three consecutive years. Their

market is being serviced thru the supply chain of a string

of eight depots and terminals around the

country.

SITUATION ANALYSIS

MARKETING GOALS

Short Term

Jetti expects to improve the performance of their staffs through vigorous training, and reinforce the customer relationship through giving quality service that will satisfy their current and possible target customers. And be able to appeal to its current target market more by launching its media strategies.

Long term

Jetti expects to gain added brand value from their customers and associates. Although Jetti is one of the popular in the oil industry locally, it aims to be the leading oil retail company in the Philippines.

BUDGET

The budget for the creative strategy is Php 3, 681, 470 which is about 1.08% of the company’s total sales. Budget Allocation

TVCs

Print Ads

Internet Banner Ads

Radio Ads

Outdoor & Transit Ad

ADVERTISING RECOMMENDATIONS

A. Target Market

1. Demographic Profile

Jetti targets two market groups: the middle and the upper class. The middle class are consists of public transport drivers and delivery vehicle drivers while the upper class are consists of professionals or people who have enough income who has the ability to own a private vehicle.


2. Psychographic Characteristics

The middle class is usually the regular customer of Jetti. This market group finds Jetti as accessible, offer low price gasoline compare to its competitors without sacrificing the quality. Jetti also has well- trained crews that earn a positive image toward the company itself.


B. Advertising Objectives

In the first year we want to capture 10% of the market in six cities. Our goal is to be profitable in this country within 6 months. We want to increase sales with this product to the point where profits reach $150,000 per month, and do this in 12 months.

• Persuade 40% of prospects to request product fact file.


C. Creative Strategy• To be responsive to customer’s needs, profitable in its

undertaking and socially responsible while endeavoring to implement positive development in the petroleum industry.

• To create maximum value for our partners and customers by being efficient and reliable in providing the energy that improves the quality of life of the public in general.

• To become one of the preferred providers of petroleum products in the market through its seal of quality products and services at affordable prices found at convenient locations.


D. Executions

The following are the existing advertising vehicles being used by Jetti:

• Internet Advertising• Sales Promotion Advertising• Brochure and Catalogs• The following would be the future advertising strategies:• Television Commercials• Print Advertisement• Radio advertisements

V. MEDIA RECOMMENDATIONS

• A. Media Objectives

Jetti Corporation will be focusing on the competitive advantage of the firm in terms of pricing its products compared to its competitors. The company also aims to be viewed as a one who implements superb customer care through its polite staffs. It aims to target Filipinos of the middle class group, aged 18 to 65 years old, Public utility vehicle service providers, and the middle class family who wants to purchase gasoline in a reasonably affordable price.


B. Media Strategy

Jetti Corporation would be using the following media vehicles along with a specific objective for each vehicle to support its current media objective stated in the preceding item:

• Television- The television ads will be shown in two of the largest television stations in the country (GMA & ABS-CBN), to be able to communicate properly the underlying message of Jetti to its current customers.


• Radio - Radio advertisements will be used since one of our primary target markets will be public utility vehicle service providers such as jeepney, van and bus drivers who use the fm radio network as a past time during their shifts in the road. The company will be using the radio station network: Energy fm 91.5, Monster Radio 93.1, and 101.9 since their positioning strategies and media association appeals to the middle class most especially to the public utility vehicle service providers.


• Newspaper - Newspaper ads will not be used since most of the target market do not purchase newspapers nowadays and relies on the fm radio station to provide news and current events to them.

• Magazine - Magazines will not be used since most of the viewer share of the magazine industry for cars do not focus much on the middle class market, therefore using it as a medium will only jeopardize our efforts to create an effective and a right on target message.


• Internet - The company currently has a website of its own to advertise its current achievements and products but will only be improved to create added customer value it will be given a special customer care section to improve its customer care system.


• Outdoor and Transit Ads - The company oil delivery truck will be painted with a friendlier and customer oriented design.

Regular jeepneys will also be placed with loyalty stickers.

• Direct Mail - Direct mail will not be used since the target markets mostly do not stay at home to be able to have the luxury of time to view such mails.


• Print Ads - Wil be used to support the TVC’s to be released

ADVERTISING RECOMMENDATIONS• Media Schedule

The following is the proposed Media Plan for 2011:

Media Vehicle

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Radio

Television

InternetOutdoor and transit

Print Ad

INTEGRATED MARKETING RECOMMENDATIONS

A. Sales Promotion

1. Sales Promotion Objectives

• To promote sales, increase net shares, increase sales, return on investment (ROI), and to create awareness.

• To encourage repeat purchases and multiple purchases.

• To re-create brand loyalty.


2. Sales Promotion Strategies

• To position Jetti Petroleum as one of the preferred providers of petroleum through various contests and promotions.

• To promote Jetti Petroleum through repeat purchase incentives (freebies)

• Cash incentive or discount for accumulated purchases.


3. Sales Promotion Execution

Radio• Energy fm 91.5, Monster Radio 93.1, and 101.9 For Life f

m to broadcast a short thirty second advertisement about our products, services and promos.

Internet• The company will be adding an interactive section in its

local website to cater to its target market in the professional group. It will also launch a special feedback mechanism to cater to its customer’s wants, needs and suggestions.


• The company oil delivery truck which is seen in different areas in the country will be painted with its current customer care objective ultimately attracting customers to view the trucks as message deliverers’ not just ordinary plain boring big trucks.

• Jeepneys will also be placed with loyalty stickers where in accumulation of a number of a number of purchases of a certain product the customer gets added incentives.


Television• Television ads will be shown in two of the

largest television stations in the country (GMA & ABS-CBN). This will communicate properly the customer care message of the company of helping its customers to move forward. Its TVC’s will be focusing on the fast paced modern changes in the country wherein Jetti aids its customers in their day to day activities.


B. Public Relations Recommendations

1. Public Relation Objectives

• To increase awareness of our products.

• To develop sound customer relationships in an environment of care is established and communicated.

• To be able to communicate its pricing advantages and benefits to customers


2. Public Relation Strategies

Strategy 1: Get media coverage featuring Jetti’s products and services.

Strategy 2: Get related social sites in the niche to mention Jetti’s website.

Strategy3: Increase communication with customers to keep them coming back.


3. Public Relation Execution

Radio Broadcast

The company will be airing informative radio ads to encourage customers to repurchase and develop brand equity; it will also be used to encourage them to join the company’s current sales promotional strategies.

Social Networking Sites

Have facebook, twitter and other social network account that is linked to the main website where the company can communicate in real-time with its customers.

Outreach Program

Tie up with Jollibee in their outreach program and other non-government or any government organization as well.

CONCLUSIONS

Consumers in this era are extremely sensitive - as they must be - to demographic, political, technological and economic developments. Environmental changes most affect strategic perspective. With respect to the marketing mix, price in the oil industry is a key factor. For example, competition with major and other independent players is through prices to compete at the budget end of the market even though these companies have the same products.

CONCLUSIONS

An effective marketing program brings together all of the elements of the marketing mix to achieve company’s marketing objectives by delivering to customers what they want and need. Thus, the most successful companies will be those that can meet these needs most effectively.

RECOMMENDATIONS

Since the company is only new in the industry, we recommend that Jetti use marketing schemes where the focus lies on their competitive advantage among its competitors. The firm should focus on strategies that will appeal to niche markets and from there, grow the potential market share of the company through sales promotions, superb customer care and other incentives that ultimately aims o develop brand equity between the consumer and the firm.

jetti marketing plan ppt

Documents

customer of jetti

regular customers of

jetti situation analysisa

jetti corporation

target markets of jetti

upper class customers

bulk terminal of jetti

positioning jetti positions