Revised v47 10 step marketing plan elaine buday 022310

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  • 1. Identify your target (PTM)2. What do they need (NWE)3. What are they choices (competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)
  • 6. Product7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix
  • 1. Identify your target (PTM)2. What do they need (NWE)3. What are they choices (competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)
  • 6. Product7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix
  • Revised v47 10 step marketing plan elaine buday 022310

    1. 1. 1<br />10 STEP Marketing Plan for Mead Johnson – Philippines (MJP)<br />Elaine R. Buday<br />02 March 2010<br />
    2. 2. 5 Steps for Part 1 (PTM and Positioning)<br />MJP PTM are parents of infants and children<br />Who relies a lot in the food safety and the quality of the products<br />Can choose Lactum, Bonakid or Nido<br />Gap is all other brands focus on providing good quality milk formulas<br />The market size is P 40 Billion. MJP’s share is P11 Billion.<br />
    3. 3. 5 Steps for Part 2(Marketing Mix & Strategy)<br />Infant Formula and Children’s Nutritional Milk<br />Has 13% premium vs. leading competitor<br />Uses TV, stores/groceries, events and health campaigns<br />Is distributed nationwide<br />Uses product differentiation as their generic winning strategy<br />
    4. 4. 4<br />Positioning to the Primary Target Market<br />Needs, Wants and Expectations<br />Competitors<br />Opportunities (gap)<br />Market Size and Share<br />
    5. 5. 1.MJP’s primary target market (PTM) are the parents of infants & children<br />Demographics (25 to 45, F, social class ABC, married/single-parent)<br />Lifestyle (working professionals, busy, not stay at home)<br />Behavior (500 gms & up, at least 3x a day, daily, food safety and quality product)<br />
    6. 6. I am confident that my child<br />will grow up healthy<br /> I want my child to only in-<br />take safe milk products<br />
    7. 7. 2. MJP’s PTM’s NWE<br />Parents need … <br />To feel secure that they are only giving the best for their children<br />Parents choose MJP products over other milk formulas of their competitors because of … <br />Awareness and credibility of the products and the company, price, brand, and recommendation by their pediatrician(esp if it’s the 1st child)<br />Parents expect this when they use MJP products … <br />Their children will grow healthy, strong, smart, immune to most common diseases and getting the right nutritional requirements they need<br />
    8. 8. 3a. MJP has many formidable competitors<br />Direct:<br />Indirect: breast milk, other forms of milk such as filled milk and condensed milk, and “am” (liquid when cooking rice)<br />Variables: marketing and promotional campaign, product availability, price, brand and product features<br />
    9. 9. MJP products is #1 in ABC market<br />Price vs. Economic Class (EC) Matrix<br />MJP <br />(Market Share = 27.5)<br />N<br />E<br />S<br />T<br />L<br />E<br />(MS = 25)<br />A<br />B<br />B<br />O<br />T<br />T<br />(MS = 12)<br />Wyett<br />(Market Share = 30.2)<br />
    10. 10. MJP’s unique positioning is shown in this competitive map<br />Positioning vs. Brand Matrix<br />
    11. 11. 4. MJP has a strong position in the milk formula industry<br />MJP is the only milk formula company…<br />with no product recall in the milk formula business <br />that uses the tagline “100% panatag” in one of its products to assure confidence of its clients to the company<br />No brand has a similar position.<br />Others focus on research and development, low price and product availability in all channels of distribution<br />
    12. 12. 5a. Based on competitor data, milk formula market is P30billion<br />
    13. 13. 5a. Based on competitor data, milk formula market is P30billion<br />
    14. 14. 5b. Based on MJP’s data, where their share is 27%, total market size is 40 billion<br />96%<br />Total milk formula corporate share without full cream milk<br />
    15. 15. 5c. Consumer data indicates a size of P 50 billion<br />Milk formula Usage:<br />5% of Filipinos ages 0 to 4 years old and the Philippines is estimated to have a population size of 94 million, therefore around 4.7 million infants/toddlers where 20% belongs in the AB class = 940,000<br />1 child consumes 1 kg can of milk per week<br />940T x 4 x P300 X 52 = P50 billion<br />
    16. 16. 5. Concluded that milk formula market is 40 billion<br />Competitor data= P30 B<br />Company data = P 40 B<br />Usage data = P 50 B<br />
    17. 17. 17<br /> The Marketing Mix Strategy<br />Product, Price, Promo and Place<br />Generic Winning Strategy<br />
    18. 18. 6a. Milk formula category is dominated by 4 major companies<br />
    19. 19. 6b. Product Description<br />Mead Johnson’s milk formula products are Enfalac A+, Enfalac DHA, Alacta, Enfapro A+, Enfapro, Alactamil, Enfagrow A, Lactum 1+, Alactagrow, SustagenJr, Enfakid A+, Lactum 3+, Sustagen Kid<br />There are 6 sizes: 350g, 400g, 800g, 900g, 950g, and 1000g/1kg<br />
    20. 20. 7. Price – MJP is 13% premium priced in affordable packs<br />
    21. 21. 7. Price – MJP is 13.13% premium priced in affordable packs (cont.)<br />
    22. 22. 8a. Promo – For a P10-B company, MJP is spending P2-B on Lactum & Sustagen<br />End-2008 figures from AC Nielsen<br />
    23. 23. 8a. Promo – MJP tvc<br />
    24. 24. 8b. Competitor promo – Wyeth tvc<br />
    25. 25. 8b. Competitor promo – Nestle & Abbott tvc<br />Nestle<br />Abbott<br />
    26. 26. 9. MJP products is distributed nationwide, majority in Supermarkets<br />Infant formula by channel (source: 2008 EuroMonitor Report)<br />
    27. 27. 9. MJP products is distributed nationwide, majority in Supermarkets<br />Children’s milk by channel (source: 2008 EuroMonitor report)<br />
    28. 28. 10. MJP produces differentiated products<br />MJP’s main strategy is thru Product Differentiation, ie uses the 100% “panatag” / nourishment tagline<br />They need to drive competitiveness of its brands through different intensive market penetration activities (i.e. promotions) <br />Offers excellent, good quality and reputable premium priced products distributed nationwide <br />
    29. 29. 29<br />SUMMARY<br />
    30. 30. 5 Steps for Part 1 (PTM and Positioning)<br />MJP PTM are the mothers of the infants and children<br />Who relies a lot in the food safety and the quality of the products<br />Can choose Lactum, Bonakid or Nido<br />Gap is all other brands focus on providing good quality milk formulas<br />The market size is P 40 Billion. MJP’s share is P11 Billion.<br />
    31. 31. 5 Steps for Part 2(Marketing Mix & Strategy)<br />Infant Formula and Children’s Nutritional Milk<br />Has 13% premium vs. leading competitor<br />Uses TV, stores/groceries, events and health campaigns<br />Is distributed nationwide<br />Uses product differentiation as their generic winning strategy<br />
    32. 32. 32<br />10 STEP Marketing Plan for Mead Johnson – Philippines (MJP)<br />Elaine R. Buday<br />02 March 2010<br />

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