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Century tuna

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Century tuna Century tuna Presentation Transcript

  • 10 Step Marketing Plan forCentury Tuna
    Carla A. Azucena
    January 2011
  • 5 Steps for Part 1(PTM and Positioning)
    Century tuna PTM are hard-working, image-conscious, casual health buffs
    Who want to feel and look good
    Can choose topical and oral skin care products and other canned tuna
    Gap is all other brands focus on either skin care or a healthy body
    The market size is not available.
  • 5 Steps for Part 2(PTM and Positioning)
    Century tuna is a skin care product in the form of a healthy food item
    Is 20% premium
    Uses TV, celebrity endorsers, fun-runs (events), and fitness centers
    Is distributed in key areas
    Uses a niche approach to win
  • 1. Primary Target Market
    Demographics(20-40, M<F, socio-economic class AB and some C, living in urban areas)
    Lifestyle (busy, hard-working, higher educational status, casual health buff)
    Behavior (non-athletic, image-conscious)
  • 2. My PTM’s NWE
    Needs from Maslow’s hierarchy
    Wants determine choice
    Expectations from the product
  • 2. My PTM’s NWE
    I achieve self-actualization when I look, feel, and am healthy
    I want to be beautiful and inside and outside
    I want to love the body I am in and have people notice it
    I want to eat and not feel guilty
    I need to eat healthful food
  • 2. My PTM’s NWE
    Hard-working adults need to be appreciated, self esteem, self-actualization
    They choose century tuna over other skin care products because of skin care promises, nutrition, healthy body
    They expect to be beautiful inside and outside
  • 3. Competition
    Direct: Facial cleansers/toners (e.g. Eskinol, Clean and Clear)
    Indirect: Glutathione, Vitamin supplements (e.g. Myra E), canned tuna products: San Marino Tuna, 555
  • 3b. Competitive Position Map
    Eskinol
    Clean and Clear
    Myra E
    Century Tuna
    Glutathione
    555
    San Marino Tuna
  • 3b. Competitive Position Map
  • 4. Gap between customers and competition
    Century tuna is the only brand
    That provides a healthy body and good skin
    That keeps the skin young and fresh looking
    For hard-working, image-conscious, casual health buffs
    Who want to feel beautiful inside and outside
    No other brand has a similar position
    Others focus on either skin care or a healthy body
  • 5. Market Size
    Not available in the print-ad
  • The Marketing Mix Strategy
    Part 2: Steps 6 to 10
  • 6a. Photo of Product
  • 6a. Photo of Product
  • 6a. Photo of Direct Competitors
  • 6a. Photo of Indirect Competitors
  • 6b. Product Description
    Canned tuna
    Has a very high level of Omega-3
    Which reduces the body’s production of inflammatory compounds
    Prevents collagen breakdown
    keeps the skin young and fresh-looking
    Healthy addition to the diet
  • 7. Prices
    Century tuna plain (180g) P25.75
    Century tuna Adobo (180g) P21.70
    Century tuna hot & spicy (180g)P25.75
    Century tuna (100g) P16.20
    20% premium compared to facial toners (no. of products consumed/week)
    10% premium compared to other tuna products
  • 8a. Promo
    Promote through TV and print-ads
    Get celebrity endorsers
    Sponsor fun runs and fitness activities
    Set-up kiosks in fitness centers
    Offer discounts, give free samples, and recipe booklets
  • 8b. Competitor Promo
    Print-ads, commercials
    Celebrity endorsers
  • 9. Place
    Supermarkets, sari-sari stores, convenience outlets, fitness centers
    Key areas (urban areas)
    Pick-up by customers
    Cash and credit transaction
  • 10. Winning Generic Strategy
    Century Tuna’s main strategy is to dominate a new market segment of hard-working, busy hard-working adults who want to be beautiful inside and outside.
  • SUMMARY
  • 5 Steps for Part 1(PTM and Positioning)
    Century tuna PTM are hard-working, image-conscious, casual health buffs
    Who want to feel and look good
    Can choose topical and oral skin care products and other canned tuna
    Gap is all other brands focus on either skin care or a healthy body
    The market size is not available.
  • 5 Steps for Part 2(PTM and Positioning)
    Century tuna is a skin care product in the form of a healthy food item
    Is 20% premium
    Uses TV, celebrity endorsers, fun-runs (events), and fitness centers
    Is distributed in key areas
    Uses a niche approach to win
  • 10 Step Marketing Plan forCentury Tuna