10 step product marketing plan

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10 step product marketing plan

  1. 1. 1<br />10 STEP Marketing Plan for YCP Broiler Chicken<br />Product <br />Photo here<br />Cynthia C. Maandal<br />April, 2010<br />
  2. 2. 5 Steps for Part 1 (PTM and Positioning)<br />Viajeros<br />Who supply to markets<br />Can get from other suppliers<br />Gap is imported dressed chicken<br />The Philippine broiler farm population size is 56.9M. YCP niche is <br />
  3. 3. 5 Steps for Part 2(Marketing Mix & Strategy)<br />Broiler Chicken<br />Prevailing Price<br />Sales Person<br />Is distributed in South Luzon<br />Uses a niche approach to win<br />
  4. 4. 4<br />Positioning to the Primary Target Market<br />Part 1:<br />Steps 1 to 5<br />
  5. 5. 1.Close-up primary target market (PTM) are the viajeros<br />Demographics (viajeros in South Luzon)<br />Lifestyle (sell of live chicken directly to wet market from the farm)<br />Behavior (daily orders)<br />
  6. 6. Food - survival<br />
  7. 7. 2. My PTM’s NWE<br />Viajeros need<br /> Source of income (social), Self-Esteem, Self actualization<br />Viajeros choose YCP chicken over other chicken because of ….<br /> quality, efficiency & service of company, brand<br />Viajeros expect this when they choose YCP chicken<br />Premium chicken, good size, disease free<br />
  8. 8. 3a. YCPchicken has many formidable competitors<br />Direct: other producers, integrators<br />Indirect: Imported chicken, pork , beef, frozen meat products<br />Variables: Location of farms, price, supply<br />
  9. 9. 2 Examples of Position Map<br />supply vs. size<br />Source vs. Positioning<br />
  10. 10. YCP chicken #1 in niche: quality <br />Supplier vs. Chicken size<br />
  11. 11. YCP broiler chicken unique positioning is shown in this competitive map<br />Positioning vs. Place<br />YCP farms nearer to Metro Mla<br />
  12. 12. 4. YCP chicken positions strongly in a niche market opportunity<br />YCP Chicken<br />YCP category is commercial<br />All are internal farms<br />Strategic location<br />Efficiently grown<br />Other companies are engage in contract growing<br />
  13. 13. 5b. Based on reports<br />Total Chicken Production 2008 = 53M<br />56.9M broiler farm population <br />80 % Integrator , 20% commercial<br />28% commercial in Calabarzon<br />Then total Broiler chicken farm population in Calabarzon = 15.9M<br />
  14. 14. 5c. Consumer data indicates a size <br />YCP consumption:<br />Annual chicken consumption per capita is 8.64 kl<br />
  15. 15. 5. Concluded that chicken is 15.9M in Calabarzon<br />Competitor data= 2M<br />Company data = <br />Usage data = <br />Use instinct and best business judgment to finalize market size<br />
  16. 16. 16<br /> The Marketing Mix Strategy<br />Part 2:<br />Steps 6 to 10<br />
  17. 17. 6a. Category is dominated by 5 major brands<br />of d<br />s<br />etc etc<br />
  18. 18. 6b. Product Description<br />YCP broiler chickens are of quality<br />There are 3 breed types.<br />The size are classified as : <br />squabs - below 1.20 kl<br /> runts 1.20 – 1.29<br />offsize 1.30 – 1.49<br /> good 1.50 – 1.99<br /> over size 2.00 up<br />
  19. 19. 7. Price per kl<br />Below 1.20 = P50/hd<br /> 1.20 = 1.29 less 6<br /> 1.30 = 1.49 less 3<br /> 1.50 = 1.99 = P65-90/kl<br /> 2.00 up = less 1<br /> YCP price is the prevailing market price<br />
  20. 20. 8a. Promo<br />Personal Selling<br />
  21. 21. 8b. Competitor promo<br />Decrease price P1-3 per kilo<br />
  22. 22. 9. YCP Broiler chicken is distributed in South Luzon<br />Sales call<br />South Luzon<br />Pick-up by customers<br />Cash and credit transaction<br />
  23. 23. 10. What is the generic winning strategy?<br />Which of the 4 strategies are being used? (bold and underline to most dominant strategy)<br />Low Cost Producer<br />Supply and Distribution Leverage<br />Differentiation<br />Niche<br />
  24. 24. 10. YCP chicken broiler is a niche leader in quality<br />YCP main strategy is to dominate the niche market of viajero in South Luzon<br />It benefits from the distribution leverage of YCP.<br />Has a quality, premium priced product<br />
  25. 25. 25<br />SUMMARY<br />YCP Chicken<br />
  26. 26. 5 Steps for Part 1 (PTM and Positioning)<br />Viajeros<br />Who supply to markets<br />Can get from other suppliers<br />Gap is imported dressed chicken<br />The Philippine broiler capacity farm is 56.9M. YCP niche is <br />
  27. 27. 5 Steps for Part 2(Marketing Mix & Strategy)<br />YCP good size chicken<br />Is 10% premium<br />Uses Personal selling <br />Is distributed in South Luzon<br />Uses a niche approach to win<br />
  28. 28. 28<br />10 STEP Marketing Plan for YCP Broiler Chicken<br />Product <br />Photo here<br />Cynthia C. Maandal<br />April, 2010<br />

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