0
10 STEPMarketing Plan forGourmet’s Coffee   Cathleen Jem Caraig       March 2012      http://jemcaraig.blogspot.com   1
DisclaimerThis 10 Step Marketing Plan is part of the mandatory  requirements of Prof. Remigio Joseph De Ungria‟s  AGSB mar...
Steps 1 to 5Summary headline ofGourmet PTM and market    1.   Businessmen, employees and young professional         who ne...
Steps 6 to 10Summary headline of themarketing mix & strategy       6.    Gourmet Drip and Grind Coffee that is affordable,...
1. Describe the primary targetmarket (PTM)*   Demographics        21-65 years old, social class A,B and         C, singl...
2. Gourmet’s PTM’s NWDNeeds from Maslow‟s hierarchyWants determine choiceDemands for them to buy the product      http://j...
Describe your PTM needs                              Self-Actualization                                    Needs          ...
2. PTM’s needs, wants &demandsBusinessmen/employees need to be recognized and  to belong in a corporate setting, or friend...
3a. Gourmet’s competitors   Direct: Siete Baracos, BC Coffee, Rocky    Mountain, Culinary Exchange, Artisan Conlins,    B...
3b. Create 2 Positioning Maps1st Map: 2 x 2 Matrix showing the 2 Most Critical     Variables for Consumer choice  This 1st...
Competitive Position Map ofGourmet coffee          as of 2011                        Price vs. Age MatrixPrice/      0-13 ...
as of 2011      Gourmet benefit position vs brand      matrix                              Benefit Positioning vs. Brand M...
4. Gourmet has a strong potentialin the market opportunitiesGourmet Coffee- is the pioneer of coffee trading in the Philip...
5. Gourmet’s Claimed MarketShare                        Gourmet Farms Inc. Number ofCompetitors  2011 = 38                ...
5a. 2007 Gourmet Sales was P45Million for coffee and teas                                     Source:                     ...
5a. 2007 Gourmet Sales was P45Million for coffee and teas                                     Source:                     ...
5b. Estimated Coffee Market Sizeis 70 Million coffee drinkers1.   Competitor data = 70.24% competitor     market share bas...
6a. Gourmet Products•   Barako Blend•   Decafeinated•   Hazelnut•   Espresso•   Premium Blend•   Coffee Mountain Arabica  ...
6a. Gourmet Products   Supermarkets        http://jemcaraig.blogspot.com
6a. Show how product looksvs. competitionDirect competitor                               Indirect competitorGourmet Coffee...
6b. Gourmet Coffee description Arabica, Robusta, Liberica, and Excelsa - Gourmet„s uses only the finest coffee beans to cr...
7. Gourmet PricesBRANDS          Unit Price      Price Per Kilo   % DifferenceGourmet‟s            162             648(250...
8a. Which of these modesdoes your product use?4                                    1                                    32...
8a. Gourmet Promotions   Major sponsor of the    11th Philippine Food    Expo 2012   Part of Shopwise    Supermarket and...
8a. Gourmet Promotions   Flyers        http://jemcaraig.blogspot.com
8b. Competitor promoSiete Baracos communicate: Through websites like http://loqal.ph andhttp://shop.philippinecoffeecompa...
9. Place   Where is your product available?       Gourmet coffees and other Gourmet products are        available in the...
10. Gourmet’s Strategy   Gourmet‟s strategy is to be the leading coffee  supplier in the country that promotes “health” a...
SUMMARYhttp://jemcaraig.blogspot.com   29
Steps 1 to 5Summary headline ofGourmet PTM and market1.   Businessmen, employees and young professional     who needs to b...
Steps 6 to 10Summary headline of themarketing mix & strategy       6.    Gourmet Drip and Grind Coffee that is affordable,...
10 STEPMarketing Plan forGourmet’s Coffee   Cathleen Jem Caraig       March 2012      http://jemcaraig.blogspot.com   32
Upcoming SlideShare
Loading in...5
×

10 step marketing plan

799

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
799
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
22
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "10 step marketing plan"

  1. 1. 10 STEPMarketing Plan forGourmet’s Coffee Cathleen Jem Caraig March 2012 http://jemcaraig.blogspot.com 1
  2. 2. DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria‟s AGSB marketing management class.The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.When appropriate, data are “masked” so as not to create unexpected conflicts.The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. http://jemcaraig.blogspot.com
  3. 3. Steps 1 to 5Summary headline ofGourmet PTM and market 1. Businessmen, employees and young professional who needs to boost their energy within work hours 2. Professionals who needs recognition and a sense of belongingness in the workplace and other places. Wants fresh, best quality and the finest service. 3. Gourmet promotes healthy lifestyle for coffee drinkers. Other brands does not have this. 4. Estimated market size is 65 million coffee consumers in the country. 19 million is Gourmet‟s market share http://jemcaraig.blogspot.com
  4. 4. Steps 6 to 10Summary headline of themarketing mix & strategy 6. Gourmet Drip and Grind Coffee that is affordable, boosts energy and fresh and the pioneer of healthy living 7. Gourmet coffee is 55.21% higher than Siete Baracos and 17.72% than BC Coffee 8. Gourmet‟s participates in Food Expo events in the World Trade Center & leading supermarkets promotions 9. Gourmet coffee is distributed in the greater Manila area 10. Using niche as an approach to succeed http://jemcaraig.blogspot.com
  5. 5. 1. Describe the primary targetmarket (PTM)* Demographics  21-65 years old, social class A,B and C, single and married Lifestyle  Working, usually corporate employees, executives, young professionals Behavior  Before going to work, during coffee breaks, during meetings – drink coffee to http://jemcaraig.blogspot.com boost energy
  6. 6. 2. Gourmet’s PTM’s NWDNeeds from Maslow‟s hierarchyWants determine choiceDemands for them to buy the product http://jemcaraig.blogspot.com
  7. 7. Describe your PTM needs Self-Actualization Needs (Self-Development & Realization) Esteem Needs I am the boss. (Recognition, Statu s) Social Needs (sense of I want to look professional. belonging, love) Safety Needs (security, protection) Physiological needs (food, water, shelter) Reference: Maslow‟s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 7 http://jemcaraig.blogspot.com
  8. 8. 2. PTM’s needs, wants &demandsBusinessmen/employees need to be recognized and to belong in a corporate setting, or friends and acquaintancesBusinessmen/employees choose Gourmet coffee over other brands because of taste, quality, freshly roasted coffee beans, promotes a healthy lifestyleBusinessmen/employees demand affordable, healthy and the quality and taste of coffee http://jemcaraig.blogspot.com
  9. 9. 3a. Gourmet’s competitors Direct: Siete Baracos, BC Coffee, Rocky Mountain, Culinary Exchange, Artisan Conlins, Bon Vivant Indirect: instant coffees, 3 in 1 coffees, coffee shops Variables: promotions, packaging, accessibility/availability, price, lifestyle http://jemcaraig.blogspot.com
  10. 10. 3b. Create 2 Positioning Maps1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice This 1st Map should allow differentiation/ non- clustering of the direct competitors Example: Price vs. Age Size of bubbles= represent relative market shares of the brands2nd Map: Functional Benefit vs. Brands/ Variants http://jemcaraig.blogspot.com
  11. 11. Competitive Position Map ofGourmet coffee as of 2011 Price vs. Age MatrixPrice/ 0-13 yrs 14-24 yrs 25-49 yrs 50yrs up AgeMatrix High Gourmet Gourmet Gourmetprice BC BC BC Low Price Siete Siete Siete Baracos Baracos Baracos http://jemcaraig.blogspot.com
  12. 12. as of 2011 Gourmet benefit position vs brand matrix Benefit Positioning vs. Brand Matrix Functional Benefit Gourmet Siete Baracos BC CoffeeAffordableAvailabilityMental AlertnessStimulates MetabolismFreshnessOrganically grown productsPackaging, one-way valve http://jemcaraig.blogspot.com
  13. 13. 4. Gourmet has a strong potentialin the market opportunitiesGourmet Coffee- is the pioneer of coffee trading in the Philippines- promoting “health” and “wellness” for the consumers- “fresh” and “organically grown” have been the driving forces behind Gourmet‟s success- All roasted coffee beans are packed and sealed into foil bags with a one-way valve to maintain its optimum amount of freshness.- Gourmet has a strong belief of the word-of-mouth marketing strategy http://jemcaraig.blogspot.com
  14. 14. 5. Gourmet’s Claimed MarketShare Gourmet Farms Inc. Number ofCompetitors 2011 = 38 Gourmets 25.00% 29.76% 2012 = 59 Competitors 35.59% New increase 45.24% Competitors http://jemcaraig.blogspot.com
  15. 15. 5a. 2007 Gourmet Sales was P45Million for coffee and teas Source: http://stella- arnaldo.blogspot. com/2008/05/go urmet-farms- expands-to- cebu.html http://jemcaraig.blogspot.com
  16. 16. 5a. 2007 Gourmet Sales was P45Million for coffee and teas Source: http://stella- arnaldo.blogspot.co m/2008/05/gourme t-farms-expands-to- cebu.html http://jemcaraig.blogspot.com
  17. 17. 5b. Estimated Coffee Market Sizeis 70 Million coffee drinkers1. Competitor data = 70.24% competitor market share based on previous company data2. Company data = Average sales: 9-10 million/monthly based on past company sales (29.76% share) = 19 Million3. Customer Usage data = Estimated 65 million coffee drinkers in the country http://jemcaraig.blogspot.com
  18. 18. 6a. Gourmet Products• Barako Blend• Decafeinated• Hazelnut• Espresso• Premium Blend• Coffee Mountain Arabica http://jemcaraig.blogspot.com
  19. 19. 6a. Gourmet Products Supermarkets http://jemcaraig.blogspot.com
  20. 20. 6a. Show how product looksvs. competitionDirect competitor Indirect competitorGourmet Coffee in the Supermarket http://jemcaraig.blogspot.com
  21. 21. 6b. Gourmet Coffee description Arabica, Robusta, Liberica, and Excelsa - Gourmet„s uses only the finest coffee beans to create their popular blends. All are freshly ground to ensure nothing but the finest, purest flavors. Enjoy a cup of brewed joy. The finest grade of coffee beans roasted and blended to create that perfect coffee experience. Take pleasure in Gourmets different blends of freshly roasted whole beans or ground coffee. All roasted coffee beans are packed and sealed into foil bags with a one-way valve to maintain its optimum amount of freshness. Source: http://gourmet.com.ph/ http://jemcaraig.blogspot.com
  22. 22. 7. Gourmet PricesBRANDS Unit Price Price Per Kilo % DifferenceGourmet‟s 162 648(250g)Siete Baracos 84 418 55.21%(200g)BC Coffee 165 550 17.72%(300g) *based on past company data of 2011 http://jemcaraig.blogspot.com
  23. 23. 8a. Which of these modesdoes your product use?4 1 32 http://jemcaraig.blogspot.com
  24. 24. 8a. Gourmet Promotions Major sponsor of the 11th Philippine Food Expo 2012 Part of Shopwise Supermarket and Rustan‟s Supermarket promos Continue participating in events and promotions http://jemcaraig.blogspot.com
  25. 25. 8a. Gourmet Promotions Flyers http://jemcaraig.blogspot.com
  26. 26. 8b. Competitor promoSiete Baracos communicate: Through websites like http://loqal.ph andhttp://shop.philippinecoffeecompany.comGourmet Farms Inc. stands out because it has its own website http://www.gourmet.com.ph http://jemcaraig.blogspot.com
  27. 27. 9. Place Where is your product available?  Gourmet coffees and other Gourmet products are available in their own store in Silang, Cavite: Refreshers  Rustan‟s, Robinson‟s and Shopwise Supermarkets  Serving Greater Manila Area and soon to serve Cebu and Mindanao  Method of delivery: 2 days lead time http://jemcaraig.blogspot.com
  28. 28. 10. Gourmet’s Strategy  Gourmet‟s strategy is to be the leading coffee supplier in the country that promotes “health” and “wellness” to the consumers  By producing “fresh” and “organically grown” products, it has been the driving forces behind Gourmet‟s continuous success http://jemcaraig.blogspot.com
  29. 29. SUMMARYhttp://jemcaraig.blogspot.com 29
  30. 30. Steps 1 to 5Summary headline ofGourmet PTM and market1. Businessmen, employees and young professional who needs to boost their energy within work hours2. Professionals who needs recognition and a sense of belongingness in the workplace and other places. Wants fresh, best quality and the finest service.3. Gourmet promotes healthy lifestyle for coffee drinkers. Other brands does not have this.4. Estimated market size is 65 Million. Gourmet‟s Market share is 19 Million http://jemcaraig.blogspot.com
  31. 31. Steps 6 to 10Summary headline of themarketing mix & strategy 6. Gourmet Drip and Grind Coffee that is affordable, boosts energy and fresh and the pioneer of healthy living 7. Gourmet coffee is 55.21% higher than Siete Baracos and 17.72% than BC Coffee 8. Gourmet‟s participates in Food Expo events in the World Trade Center & leading supermarkets promotions 9. Gourmet coffee is distributed in the greater Manila area 10. Using niche as an approach to succeed http://jemcaraig.blogspot.com
  32. 32. 10 STEPMarketing Plan forGourmet’s Coffee Cathleen Jem Caraig March 2012 http://jemcaraig.blogspot.com 32
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×