Mama Marketing Plan

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MAMA Marketing Plan

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Mama Marketing Plan

  1. 1. MARKETING PLAN“ MAMA O A A OMEGA PLUS ” GA LUS
  2. 2. WHY MAMA OMEGA PLUS?
  3. 3. Consumer Research From Secondary Data 5 10 อันดับบะหมี่กึ่งสําเร็จรูปที่นาเชื่อถือที่สุด 2007 2008 รอยละ100 78.9 78 9 80 60 29.9 40 21.6 18.7 14.8 20 7.6 4.9 3.1 1.3 13 0 มามา มามา ไวไว ยายา ยํายํา ควก ควิก นชชน นิชชิน - จากนิตยสาร BrandAge เดือนมกราคม 2551
  4. 4. Consumer ResearchWe do the consumer research to findthe consumer insight.Sampling Size = 250Location : Bangkok & Suburb.
  5. 5. Consumer Research40 Consumers want more nutrient nutrient.35 35% 28%30 25%252015 11%10 5 1% 0 รสชาติ ความสะดวก ระยะเวลา สารอาหาร อื่นๆ - จากการทํา Research กลุมตัวอยาง 250 คน
  6. 6. WE GET “CONSUMER INSIGHT” I WANT TO EAT MAMAI HAVE TO EAT MAMA BUT BUT I FEEL MAMA HAS LESSI WANT TO GET MORE BENEFIT FOR ME.NUTRIENT.
  7. 7. We proudly present…“MAMA OMEGA PLUS”
  8. 8. WHY THEY BUY MAMA OMEGA PLUS?Add More Nutrient in MAMA.Health Conscious Trend.
  9. 9. CONSUMER ANALYSISMASLOW’S HIERARCHY OF NEEDS MAMA Omega Plus fulfills Physiological & Safety needs.
  10. 10. MARKET ANALYSIS 2007 I t t Noodle market Share Instant N dl k t Sh Other 2% 21% 52%25%
  11. 11. COMPETITOR ANALYSIS Strengths St th - Consumers perceive that Waiwai is ready to eat. - Short time cooking procedures. Weaknesses - N 2 Sh No.2 Share of mind. f i d - Less variety of product line.
  12. 12. COMPETITOR ANALYSIS Strengths - Smooth and mellow Noodles. - Jumbo pack. Weaknesses - No.3 Share of mind.
  13. 13. SWOT ANALYSISStrengths Weaknesses NO 1. Share of Mind. Higher cost than normal Variety of product lines. instant noodle. First Omega Added in instant Noodle.Opportunities Threats Health C H lth Conscious t i trend. d Consumers may not C t Economic Crisis. aware the benefit of Omega 3 in instant noodle .
  14. 14. OBJECTIVESIncrease Sales15 % Sales growth in total categorywithin 1 year year.Increase Market Sharefrom 52% to 60% within 1 year.Extend product lines of MAMA.
  15. 15. TARGET MARKETOur target is consumers who havepersonality traits as follows : Innovativeness Variety – Novelty Seeking Health Conscious
  16. 16. POSITIONING“High Nutrient Instant Noodle” High Noodle มามาโอเมกาพลัส อรอยงาย ไดประโยชน
  17. 17. POSITIONINGPositioning map g p Nutrient Taste
  18. 18. Intensive Growth strategy Current P d t C t Product New Product N P d t Market-penetration Product-developmentCurrent strategy strategyMarketNew Market-development Market development DiversificationMarket strategy strategy
  19. 19. Brand development strategy Product category Existing E i ti New N Line extension Brand extensionExisting strategy strategyBrand Multi brands New brandsNew strategy strategyBrand
  20. 20. PRODUCT STRATEGIESAdd more nutrient (Omega 3)in instant noodle.Visual IdentityLogo & Package
  21. 21. PRICE STRATEGIESSame price as normal noodle.S i l dlPricing Based on Perceived Price strategy strategy.Product line Pricing Strategy. Size Price (฿) ( ) Pack 6 Big Pack 8 Cup 14
  22. 22. CHANNEL STRATEGIESRelationship marketing p gFirst 3 months only list in to get their support.Create noodle vending machines machines.
  23. 23. CHANNEL STRATEGIESCo-partner with CP in distribution channel.List in Modern Trades.
  24. 24. IMC STRATEGIESAdvertising Magazine
  25. 25. IMC STRATEGIESAdvertising Billboard
  26. 26. IMC STRATEGIESAdvertising Billboard
  27. 27. IMC STRATEGIESAdvertising Billboard
  28. 28. IMC STRATEGIESAdvertising Billboard
  29. 29. IMC STRATEGIESAdvertising Radio (Sonic Identity) “ มามาโอเมกาพลัส อรอยงาย ไดประโยชน ” มามาโอเมกาพลส อรอยงาย ไดประโยชน
  30. 30. IMC STRATEGIESSales Promotion Co-Partner with Every 100 ฿ spending at 7-11, get free 1 MAMA OMEGA plus Buy 10 packs or triple cups get free 1 MAMA Omega plus pack. Trial Samples (Mini Cup)
  31. 31. IMC STRATEGIESPublic Relation Booth and Road show Brand Ambassador
  32. 32. BUDGET BRAND AMBASSADOR TVC BOOTH OR 15% 23% ROADSHOW 25% Magazine 3%TRIAL SAMPLE (MINI CUP) 2% Billboard Buy 10 23% packs get Radio free 1 cup Co-Partner with 1% 7-11 5%
  33. 33. Supported by Onion HeadSiriporn Pongvinyoo mrkokung@hotmail.com

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