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10 step product marketing plan

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10 step product marketing plan 10 step product marketing plan Presentation Transcript

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