sorbetes markman
TRANSCRIPT
April 12, 2023 1
Restituto R. Mines Jr.
May 17, 2010
April 12, 2023 2
Agenda
Nestle Sorbetes Commercial
Potential Total market
Primary Target Market
Positioning
Product
Price
Promo
Place
April 12, 2023 3
http://www.youtube.com/watch?v=V-fnE1pmeBw
Nestle Sorbetes Commercial
April 12, 2023 4
Potential Total Market
April 12, 2023 5
Primary Target Market
Filipino Kids and their Whole Families
April 12, 2023 6
Positioning
Affordable, sanitized-prepared ice cream that will make every Filipino kids and their whole families happy and satisfied
Brings back childhood ice cream experience with a delightful treat
Flavors that continue to add sweetness to our childhood memories helped define our Filipino taste, our sense of who we are and what happiness means for us
With Nestle Sorbetes, it goes beyond just value of money: the good times, bonding and memories that result from sharing
Strong cultural heritage, mass appeal and close to heart of pinoy
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Product
Classic and affordable ice cream
Different Filipino Flavors: Buko Melon, Keso, Ube, Langka
Available in Tub and Handy Stick Sizes
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Price
Lower costs to lower price points
Another Nestle Ice cream variant affordable to average customers
Second line product to lower end customers who are less demanding in quality but more sensitive to price
Particulars Selecta (3 in 1 plus 1)
Nestle
Regular
Nestle Sorbetes
Gallon Size Php 200 Php 275 Php 197
Half Size Php 100 Php 165 Php 100
Handy Pack Php 15 Php 25-35 Php 12
Vs. Competition
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Promotion
Advertising (Humor Strategy using Comedienne Pokwang)
Television Commercials
Radio Plugs
Point of Purchase
Posters
Billboards
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Place
Supermarket Food Service
KioskIce Cream Parlor
Convenience Store
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Summary
Potential Total Market Kids, Parents, Friends, Grandparents, Teenagers
Primary Target Market Kids and their whole families
Positioning Affordable ice cream that will make every Filipino kids and their whole families happy and satisfied
Product Nestle Sorbetes Ice Cream 2.5 L and sticks
Flavors: Ube, langka, keso, buko melon
Price Low- price ice cream for lower end customer who are sensitive to price
Promotion Advertising – TV, radios, print thru humor communication strategy (Pokwang)
Place Supermarket, kiosk, food service, ice cream parlor, convenience store
April 12, 2023 12
Restituto R. Mines Jr.
May 17, 2010