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10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
10 Step Marketing Plan for Mekeni Food Products
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10 Step Marketing Plan for Mekeni Food Products

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  • 1. 1
    10 STEP Marketing Plan for Mekeni Food Product
    Auren B. Galang
    June 2010
  • 2. 5 Steps for Part 1 (PTM and Positioning)
    Mekeni’s PTM are meat product lovers (especially hotdogs) from the B,C ,D, E Market
    Who likes easy to prepare food during parties or even meals to be served especially to children and adults alike
    With Choices that varies from highly competent companies like Purefoods (Hormel +SMC Food Corp), CDO, other local producers like Pampanga’s Best etc
    Gap is focused on good pricing scheme for B,C, D to E consumers without sacrificing taste and quality
    In a Philippine population that is roughly 90 million and a potential market of roughly 27B Pesos.
    http://www.thepigsite.com/articles/2164/philippine-pork-market-2008
  • 3. 5 Steps for Part 2(Marketing Mix & Strategy)
    Hotdogs, tocino, Patties and other meat products
    Is 10-20 % price difference lower than the premium brands
    Uses local tv and print ads, radio commercial, mobile announcers
    Is distributed nationwide with more penetration on the provincial areas
    Uses a low price approach to win
  • 4. 4
    Positioning to the Primary Target Market
    Part 1:
    Steps 1 to 5
  • 5. 1.Mekeni’s primary target market (PTM) are the working class Mom’s
    Demographics (18-45yo, M/F, with children ranging from 3-12, class B,C,D and E, usually from local provinces)
    Lifestyle (low income or working class who choose to buy from nearby groceries, sari-sari stores or wet markets)
    Behavior (opts to buy more in retail rather than bundle packs, concerned with budget, taste and availability of product)
  • 6. Food esp. for the young
  • 7. 2. My PTM’s NWE
    Moms’ both young and old, set high priorities on feeding their young. During the formidable years of 3-12, children are most concerned on growing socially by having friends and playmates, but also require nourishment for their rapid growth.
    With their limited and usually bland taste preference, being one of their favorite and easy to prepare meals, Hotdogs remain to be Moms’ number one choice to serve during breakfast or as other meal replacements for their kids.
  • 8. 3a. Mekeni has a lot of formidable Competitors
    Direct: San Miguel Food Products, Swift Foods, Bibbo hotdog, Pampanga’s Best, other Local meat product processors (Ghie and Rica, Ariel meat products )
    Indirect: Canned Meat Products like: Sausages, Spam, Corned Beef, etc
    Variables: Price, product availability, promotion
  • 9. Mekeni vs Competitors
    Price vs Consumer Bracket
    Tender Juicy, Swift Mighty Meaty
    Bibbo Hotdog
    Pampanga’s Best
    Mekeni’s Picnic
  • 10. Distribution and Availability of Product
    Competitors are available in all of the markets nationwide.
  • 11. 4. Mekeni positions strongly on low cost markets catering mostly to the provincial areas
    Mekeni’s marketing opportunity is on increasing availability on a bigger market
    Options available in more groceries and supermarket in the metro’s
    Identify more distributing channels on provinces
    More promotional ads both on print and commercial
  • 12. 5a. Based on DTI data, the Meat Preparation industry amounts to about P 32.4 B
    The Philippine Processed Food Industry
    Meat preparationsIn 2000, household spending on canned and uncanned meat preparations amounted to P32.4 billion (NSO-FIES). Uncanned meat (longanisa, tocino, chorizo, hotdog, tapa, etc.) accounted for about 70% of this amount, with the rest accounted for by canned meats (corned beef, luncheon meat, meat loaf, Vienna sausage, etc.). The meat processing industry is expected to benefit from increased consumer spending and the expansion of the fast-food industry. San Miguel Purefoods Corp. is the top meat processor in the country accounting for more than half of the processed meat market. Swift Foods, Inc. is a far second with around 30%. Other players are Pacific Meat Company Inc., Virginia Foods, etc. These players cater mainly to the household sector and, to a lesser extent, the institutional markets.
    http://itdibiz.com/ecatalog/index.php?option=com_content&task=view&id=85&Itemid=128&limit=1&limitstart=1
  • 13. 5b. Current Market Share on the Hotdog Industry
    Pure Foods (SMC), which controls 66 % of the hot dog market and 20% of the canned goods sector, said its net income grew sixfold to P872 million from P143 million, and after revenues went up 2 percent to P18.2 billion from P17.8 billion
    Swift Foods Inc holds 22 %the market share of processed meats.
    More or less about 10-12 % is covered by other local players like, CDO (Bibbo Hotdog) Pampanga’s Best ( first in the market on Local production ) and Mekeni Food Corp both of which are breaking through at a national coverage
    10http://www.manilastandardtoday.com/insideNews.htm?f=2010/may/15/news5.isx&d=2010/may/15
  • 14. 5c. Consumer data indicates a market size consumption of about P 98 Billion worth
    Each Filipino consumes an average of seven kilos of hotdogs, corned beef and other processed meat products annually, according to a study by the Philippine Association of Meat Processors of the Philippines, Inc. (PAMPI). CDO is a member of PAMPI
    85 M X 7 kg X P165 ( Tender Juicy retail Price /kg)
    Total Sales Projection of : P 98,175,000,000
    Legend:
    0-14 – 35 % of Population
    15- 64 – 60 % of population
    http://en.wikipedia.org/wiki/Demographics_of_the_Philippines
    http://www.philstar.com/Article.aspx?articleid=479791
  • 15. 5. Concluded that the Total Potential Market of processed food business is approximatelyP 27B revenue per annum
    Competitor data= P 18 B (SMC)
    Company data = P 800 Million
    Usage data = P 98 B
    http://sanmiguelpurefoods.com/www/SiteFiles/File/SMPF%20AR09.pdf
    https://news.reportlinker.com/n01188424/Mekeni-aims-for-higher-sales.html
  • 16. 16
    The Marketing Mix Strategy
    Part 2:
    Steps 6 to 10
  • 17. 6a. Meat Product Processing Industry remains to be one of the biggest industry in the country
  • 18. 6b. Mekeni Meat Products caters to the similar line of business with concentration on the provinces. Known to be a “AAA” and ISO accredited company.
    • Vacuum Sealed Packaging
    • 19. Variety of Processed Meat Products
    • 20. Low priced
    • 21. Available in different sizes and variants( regular, jumbo, cheese dog, chicken)
    • 22. Different package size: 1 kg, 2.5kg bundle pack, retail disposal, 500kg
    • 23. “AAA”marking
    • 24. ISO Accredited
  • 7. Price War
    145.00/kg
    165.00/kg
    137.00/kg
  • 25. 8a. Promotional Activities
    ( Concerts, Open Houses, Showrooms )
    http://aurengalang.blogspot.com/2010/06/my-mekeni-picnic-ads.html
  • 32. 8b. Competitor’s promotions
    Celebrity Endorsers!
    Catchy Product Slogans!
    CSR and SPONSORSHIPS!
    Events! Events! Events
    Print Ads and Commercials!
    http://aurengalang.blogspot.com/2010/06/puref00ds-tender-jucy-h0td0gs.html
  • 33. Other Brands
    http://aurengalang.blogspot.com/2010/06/funny-hotdog-commercial.html
  • 34. 9. Place of Distribution
    Supermarkets, sari-sari stores
    Wet markets
    Widely distributed in REGION 3 and nearby provinces
    Has Started to export products on major cities in US, Canada and Parts of Middle East
    Method of delivery: dealership, Direct Selling,Wet and Dry Markets
  • 35. 9. Mekeni is distributed Nationwide via dealership, distribution to local markets , and groceries
    Supermarkets, sari-sari stores, convenience outlets, drugstores, market stalls
    Nationwide
    Pick-up by customers
    Cash and Consignments
    Dealership
  • 36. 10. What is the generic winning strategy?
    Low Cost Producer
    Supply and Distribution Leverage
    Differentiation
    Niche
  • 37. 26
    SUMMARY
    Mekeni’s Marketing Strategy
  • 38. 5 Steps for Part 1 (PTM and Positioning)
    Mekeni’s PTM are meat product lovers (especially hotdogs) from the B,C ,D, E Market
    Who likes easy to prepare food during parties or even meals to be served especially to children and adults alike
    With Choices that varies from highly competent companies like Purefoods (Hormel +SMC Food Corp), CDO, other local producers like Pampanga’s Best etc
    Gap is focused on good pricing scheme for B,C, D to E consumers without sacrificing taste and quality
    In a Philippine population that is roughly 90 million and a potential market of roughly 27B Pesos.
    http://www.thepigsite.com/articles/2164/philippine-pork-market-2008
  • 39. 5 Steps for Part 2(Marketing Mix & Strategy)
    Hotdogs, tocino, Patties and other meat products
    Is 10-20 % price difference lower than the premium brands
    Uses local tv and print ads, radio commercial, mobile announcers
    Is distributed nationwide with more penetration on the provincial areas
    Uses a low price approach to win
  • 40. 29
    10 STEP Marketing Plan for Mekeni Food Product
    Auren B. Galang
    June 2010

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