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Improved Version Jewellarena10 Stepbystepmarketingplan 6 20 2010
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Improved Version Jewellarena10 Stepbystepmarketingplan 6 20 2010

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IMPROVED VERSION JEWELLARENA10STEP MARKETINGPLAN

IMPROVED VERSION JEWELLARENA10STEP MARKETINGPLAN

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    Improved Version Jewellarena10 Stepbystepmarketingplan 6 20 2010 Improved Version Jewellarena10 Stepbystepmarketingplan 6 20 2010 Presentation Transcript

    • MARKETING PLAN
      by Jewell A. Arena
    • 2
      10 STEP Marketing Plan for TREASURED LOGISTICS INC.
      Jewell A. Arena
      June 2010
      TREASURED
    • 5 Steps for Part 1 (PTM and Positioning)
      Treasured Logistics Inc. PTM are importers and exporters.
      Who want to deliver their goods fast, safe at a reasonable price
      Can choose Treasured Logistics Inc.
    • Cont…
      4. Gap is all other brands focus on specialization on freight forwarding international only
      5. The market size in Import is $45.8 Billion and in Export is $37.2 Billion.
    • 5 Steps for Part 2(Marketing Mix & Strategy)
      International and Domestic Freight Forwarding Air and Sea
      Personalized Service at a Reasonable Price
      Total Package uses Personal Communication
      Servicing nationwide and globally
      Uses a niche approach to win
    • 6
      Positioning to the Primary Target Market
      Part 1:
      Steps 1 to 5
    • 1.My primary target market (PTM) is..
      PTM=93%
      Source: www.boc.gov.ph
    • Importers Geographic Area
      7 Countries:
      South Korea
      China
      Singapore
      Malaysia
      Taiwan
      Indonesia
      Thailand
      Germany
      Canada and
      USA
      4 Countries:
      Australia
      New Zealand
      Papua New Guinea
      Vanuatu
    • PTM of TLI
      CALABARZON (7)
      NCR (17)
      Visayas:
      Aklan, Boracay
      Cebu
      Iloilo
    • Market Share in Export
    • 2. My PTM’s NWE
      Treasured
    • Influencing Buyer Behaviour
    • Why choose Treasured Logistics Inc.
    • Competition
      Source: www.boc.gov.ph
    • 3a. TLI has many formidable competitors
    • Indirect
    • Competitor’s Classification
      Type A
      Top 10 Players like Air 2100, DHL, UPS etc.
      Foreign or Local with own Hub
      Capitalization of more than Php 20M
      Type B
      Other than Type A players
      Without own hub, co-loader only
      Capitalization of less than Php 20M
      Concentrating on import and domestic distribution
    • 3b. Competitive Position Map TLI is no. 1 niche in Personalized Service.
      Fedex
      Yusen
      2Go
      UPS
      DHL
      LBC
      KWE
      TLI
      Note: Competitor’s PTM in terms of company structure
    • TLI unique positioning is shown in this competitive map
      Positioning vs. Brand Matrix
      Many competitors are accomodating, knowledgeable &
      well-experienced positioning.
    • 4. Identify the gap between customers and competition. When GAP exist, TLI enters…
      Importers/
      Exporters
      Type A Competitors
      Provides Personalized Service at a Reasonable Price
    • Why TLI is different from the other?
      I’m different because of my people
    • Treasured Logistics Inc.
    • Thus, we achieved Reasonable Price!
      People providing personalized service
      People with Teamwork
      People with passion of work
      People with Initiative
      People with dedication
    • 5. a. Estimate the market size using competitor data
      FedEx to leave Subic by June 2009
      abs-cbnNEWS.com
      Posted at 11/19/2008 12:25 PM | Updated as of 11/19/2008 6:09 PM
      American logistics giant Federal Express (FedEx) is expected to be out of Subic by June 2009,
      with the full operations of its new hub in China.
      FedEx will transfer to its new Asia-Pacific hub at Guangzhou Baiyun International Airport in
      southern China. "Now in the testing phase, the new Asia-Pacific Hub is expected to be fully
      operational in the first half of 2009,“ the subsidiary of FedEx Corp said in a statement.
      Its operations in Subic Bay will continue as it checks the Guangzhou hub's ability to process Hong Kong-Guangzhou cross border transportation, and its sort systems and flight operations.
      Source: http://beta.abs-cbnnews.com/business/11/19/08/fedex-leave-subic-june-2009
    • Cont.
      FEDEX/AIR 2100 dominant player in logistics industry.
      FEDEX leave Subic- gives opportunity to local players
    • 5b. Estimate the market size using the company data
    • 5c. Estimate the market size using the customer data
      The market size in Import is $45.8 Billion and in Export is $37.2 Billion.
      Guesstimate: Class A usually gets the 65% market size of import and export.
    • 5. Concluded that TLI market is
    • 32
      The Marketing Mix Strategy
      Part 2:
      Steps 6 to 10
    • 6a. Product
      International and Domestic Freight Forwarding
      NVOCC/Ship Agent
      Moving and Storage
      Balikbayan Boxes/Door-to-Door Services
      Trucking/Packing/Crating
    • 6b. Product Description
      TLI is a service provider of freight forwarding international and domestic, brokerage, moving and storage, trucking, door-to-door service, ship agent, NVOCC and heavy equipment assistance.
    • Freight Forwarder
      Fast and Reliable forwarder
      International and Domestic
      With several agents abroad and locally
      Giving updates of arrival of shipments 24/7
    • Brokerage
      Computes accurately your duties and taxes
      Advices you of the current BOC regulations to avoid penalties and additional duties and taxes
      Free consultation on import and export procedures
    • Moving and Storage
    • 7. Price – TLI uses fixed mark-up pricing strategy.
    • 8a. Promo
    • DHL
    • 8b.Competitor’s Promo
      2GO BAGSAK PRESYO SA CARGO2GO continues to expand their time-defined, time-priced 136 services by covering all the bases offering flexible solutions, providing industry know-how, and integrated services for the customer’s diverse needs.
      Become a DHL Customer today!
      Our express services come with world-class customer service and online tools that make it easy for you to manage and track shipments.
      Ship with DHL Express TODAY, you’ll get a Php200 Sodexho Gift Certificate.
      Offer last until 31st August 2010 only
      SIMPLIFY YOUR IMPORTSWITH DHL
      Send your imports through DHL and be rewarded!
      Plus get free Import Toolkit with online tools & top tips.
    • 9. Place
      NATIONWIDE
      GLOBAL
    • Service is thru Air, Land and Water
      TLI
    • 10. TLI is a niche leader
      TLI’s main strategy is to dominate the niche market of corporation, sole proprietor and individual using personalized service at a reasonable price.
      It benefits from the differentiation of TLI.
    • References
      www.jaliencargo.com
      www.dhl.com.ph
      www.air21.com.ph
      www.boc.gov.ph
      http://en.wikipedia.org/wiki/Economy_of_the_Philippines
      http://www.philexport.ph/autolist.html
      http://beta.abs-cbnnews.com/business/11/19/08/fedex-leave-subic-june-2009
    • MARKETING PLAN
      by Jewell A. Arena