MARKETING PLAN <br />by Jewell A. Arena<br />
2<br />10 STEP Marketing Plan for TREASURED LOGISTICS INC.<br />Jewell A. Arena<br />June 2010<br />TREASURED<br />
5 Steps for Part 1 (PTM and Positioning)<br />Treasured Logistics Inc. PTM are importers and exporters.<br />Who want to d...
Cont…<br />4. Gap is all other brands focus on specialization on freight forwarding international only<br />5. The market ...
5 Steps for Part 2(Marketing Mix & Strategy)<br />International and Domestic Freight Forwarding Air and Sea<br />Personali...
6<br />Positioning to the Primary Target Market<br />Part 1:<br />Steps 1 to 5<br />
1.My primary target market (PTM) is..<br />PTM=93%<br />Source:  www.boc.gov.ph <br />
Importers Geographic Area<br />7 Countries:<br />South Korea<br />China<br />Singapore<br />Malaysia<br />Taiwan<br />Indo...
PTM of TLI<br />CALABARZON (7)<br />NCR  (17)<br />Visayas:<br />Aklan, Boracay<br />Cebu<br />Iloilo<br />
Market Share in Export<br />
2. My PTM’s NWE<br />   Treasured<br />
Influencing Buyer Behaviour<br />
Why choose Treasured Logistics Inc.<br />
Competition<br />Source: www.boc.gov.ph<br />
3a. TLI has many formidable competitors<br />
Indirect<br />
Competitor’s Classification<br />Type A<br />Top 10 Players like Air 2100, DHL, UPS etc.<br />Foreign or Local with own Hu...
3b. Competitive Position Map  TLI is no. 1 niche in    Personalized Service.<br />Fedex<br />Yusen<br />2Go<br />UPS<br />...
TLI unique positioning is shown in this competitive map<br />Positioning vs. Brand Matrix<br />Many competitors are accomo...
4. Identify the gap between customers and competition. When GAP exist, TLI enters…<br />Importers/<br />Exporters<br />Typ...
Why TLI is different from the other?<br />I’m different because of my people<br />
Treasured Logistics Inc. <br />
Thus, we achieved Reasonable Price!<br />People providing personalized service<br />People with Teamwork<br />People with ...
5. a. Estimate the market size using competitor data<br />FedEx to leave Subic by June 2009<br />abs-cbnNEWS.com<br />Post...
Cont.<br />FEDEX/AIR 2100 dominant player in logistics industry.<br />FEDEX leave Subic- gives opportunity to local player...
5b. Estimate the market size using the company data<br />
5c. Estimate the market size using the customer data<br />The market size in Import is $45.8 Billion and in Export is $37....
5. Concluded that TLI market is <br />
32<br />The Marketing Mix Strategy<br />Part 2:<br />Steps 6 to 10<br />
6a. Product<br />International and Domestic Freight Forwarding<br />NVOCC/Ship Agent<br />Moving and Storage<br />Balikbay...
6b. Product Description<br />TLI is a service provider of freight forwarding international and domestic, brokerage, moving...
Freight Forwarder<br />Fast and Reliable forwarder<br />International and Domestic<br />With several agents abroad and loc...
Brokerage<br />Computes accurately your duties and taxes<br />Advices you of the current BOC regulations to avoid penaltie...
Moving and Storage<br />
7. Price – TLI uses fixed mark-up pricing  strategy.<br />
8a. Promo<br />
DHL<br />
8b.Competitor’s Promo<br />2GO BAGSAK PRESYO SA CARGO2GO continues to expand their time-defined, time-priced 136 services ...
9. Place<br />     NATIONWIDE<br />GLOBAL<br />
Service is thru Air, Land and Water<br />TLI<br />
10. TLI is a niche leader<br />TLI’s main strategy is to dominate the niche market of corporation, sole proprietor and ind...
References<br />www.jaliencargo.com<br />www.dhl.com.ph<br />www.air21.com.ph<br />www.boc.gov.ph<br />http://en.wikipedia...
MARKETING PLAN <br />by Jewell A. Arena<br />
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Improved Version Jewellarena10 Stepbystepmarketingplan 6 20 2010

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Transcript of "Improved Version Jewellarena10 Stepbystepmarketingplan 6 20 2010"

  1. 1. MARKETING PLAN <br />by Jewell A. Arena<br />
  2. 2. 2<br />10 STEP Marketing Plan for TREASURED LOGISTICS INC.<br />Jewell A. Arena<br />June 2010<br />TREASURED<br />
  3. 3. 5 Steps for Part 1 (PTM and Positioning)<br />Treasured Logistics Inc. PTM are importers and exporters.<br />Who want to deliver their goods fast, safe at a reasonable price<br />Can choose Treasured Logistics Inc.<br />
  4. 4. Cont…<br />4. Gap is all other brands focus on specialization on freight forwarding international only<br />5. The market size in Import is $45.8 Billion and in Export is $37.2 Billion. <br />
  5. 5. 5 Steps for Part 2(Marketing Mix & Strategy)<br />International and Domestic Freight Forwarding Air and Sea<br />Personalized Service at a Reasonable Price<br />Total Package uses Personal Communication <br />Servicing nationwide and globally<br />Uses a niche approach to win<br />
  6. 6. 6<br />Positioning to the Primary Target Market<br />Part 1:<br />Steps 1 to 5<br />
  7. 7. 1.My primary target market (PTM) is..<br />PTM=93%<br />Source: www.boc.gov.ph <br />
  8. 8.
  9. 9. Importers Geographic Area<br />7 Countries:<br />South Korea<br />China<br />Singapore<br />Malaysia<br />Taiwan<br />Indonesia<br />Thailand<br />Germany<br />Canada and<br />USA<br />4 Countries:<br />Australia<br />New Zealand<br />Papua New Guinea<br />Vanuatu<br />
  10. 10. PTM of TLI<br />CALABARZON (7)<br />NCR (17)<br />Visayas:<br />Aklan, Boracay<br />Cebu<br />Iloilo<br />
  11. 11. Market Share in Export<br />
  12. 12.
  13. 13. 2. My PTM’s NWE<br /> Treasured<br />
  14. 14. Influencing Buyer Behaviour<br />
  15. 15. Why choose Treasured Logistics Inc.<br />
  16. 16. Competition<br />Source: www.boc.gov.ph<br />
  17. 17.
  18. 18. 3a. TLI has many formidable competitors<br />
  19. 19. Indirect<br />
  20. 20. Competitor’s Classification<br />Type A<br />Top 10 Players like Air 2100, DHL, UPS etc.<br />Foreign or Local with own Hub<br />Capitalization of more than Php 20M<br />Type B<br />Other than Type A players<br />Without own hub, co-loader only<br />Capitalization of less than Php 20M<br />Concentrating on import and domestic distribution<br />
  21. 21. 3b. Competitive Position Map TLI is no. 1 niche in Personalized Service.<br />Fedex<br />Yusen<br />2Go<br />UPS<br />DHL<br />LBC<br />KWE<br />TLI<br />Note: Competitor’s PTM in terms of company structure<br />
  22. 22. TLI unique positioning is shown in this competitive map<br />Positioning vs. Brand Matrix<br />Many competitors are accomodating, knowledgeable &<br />well-experienced positioning. <br />
  23. 23. 4. Identify the gap between customers and competition. When GAP exist, TLI enters…<br />Importers/<br />Exporters<br />Type A Competitors<br />Provides Personalized Service at a Reasonable Price<br />
  24. 24. Why TLI is different from the other?<br />I’m different because of my people<br />
  25. 25. Treasured Logistics Inc. <br />
  26. 26. Thus, we achieved Reasonable Price!<br />People providing personalized service<br />People with Teamwork<br />People with passion of work<br />People with Initiative<br />People with dedication<br />
  27. 27. 5. a. Estimate the market size using competitor data<br />FedEx to leave Subic by June 2009<br />abs-cbnNEWS.com<br />Posted at 11/19/2008 12:25 PM | Updated as of 11/19/2008 6:09 PM<br />American logistics giant Federal Express (FedEx) is expected to be out of Subic by June 2009, <br />with the full operations of its new hub in China.<br />FedEx will transfer to its new Asia-Pacific hub at Guangzhou Baiyun International Airport in <br />southern China. "Now in the testing phase, the new Asia-Pacific Hub is expected to be fully <br />operational in the first half of 2009,“ the subsidiary of FedEx Corp said in a statement.<br />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.<br />Source: http://beta.abs-cbnnews.com/business/11/19/08/fedex-leave-subic-june-2009<br />
  28. 28. Cont.<br />FEDEX/AIR 2100 dominant player in logistics industry.<br />FEDEX leave Subic- gives opportunity to local players<br />
  29. 29. 5b. Estimate the market size using the company data<br />
  30. 30. 5c. Estimate the market size using the customer data<br />The market size in Import is $45.8 Billion and in Export is $37.2 Billion.<br />Guesstimate: Class A usually gets the 65% market size of import and export.<br />
  31. 31. 5. Concluded that TLI market is <br />
  32. 32. 32<br />The Marketing Mix Strategy<br />Part 2:<br />Steps 6 to 10<br />
  33. 33. 6a. Product<br />International and Domestic Freight Forwarding<br />NVOCC/Ship Agent<br />Moving and Storage<br />Balikbayan Boxes/Door-to-Door Services<br />Trucking/Packing/Crating<br />
  34. 34. 6b. Product Description<br />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. <br />
  35. 35. Freight Forwarder<br />Fast and Reliable forwarder<br />International and Domestic<br />With several agents abroad and locally<br />Giving updates of arrival of shipments 24/7<br />
  36. 36. Brokerage<br />Computes accurately your duties and taxes<br />Advices you of the current BOC regulations to avoid penalties and additional duties and taxes<br />Free consultation on import and export procedures<br />
  37. 37. Moving and Storage<br />
  38. 38. 7. Price – TLI uses fixed mark-up pricing strategy.<br />
  39. 39. 8a. Promo<br />
  40. 40.
  41. 41.
  42. 42.
  43. 43.
  44. 44. DHL<br />
  45. 45. 8b.Competitor’s Promo<br />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.<br />Become a DHL Customer today!<br />Our express services come with world-class customer service and online tools that make it easy for you to manage and track shipments.<br />Ship with DHL Express TODAY, you’ll get a Php200 Sodexho Gift Certificate.<br />Offer last until 31st August 2010 only<br />SIMPLIFY YOUR IMPORTSWITH DHL<br />Send your imports through DHL and be rewarded!<br />Plus get free Import Toolkit with online tools & top tips.<br />
  46. 46. 9. Place<br /> NATIONWIDE<br />GLOBAL<br />
  47. 47. Service is thru Air, Land and Water<br />TLI<br />
  48. 48. 10. TLI is a niche leader<br />TLI’s main strategy is to dominate the niche market of corporation, sole proprietor and individual using personalized service at a reasonable price.<br />It benefits from the differentiation of TLI.<br />
  49. 49. References<br />www.jaliencargo.com<br />www.dhl.com.ph<br />www.air21.com.ph<br />www.boc.gov.ph<br />http://en.wikipedia.org/wiki/Economy_of_the_Philippines<br />http://www.philexport.ph/autolist.html<br />http://beta.abs-cbnnews.com/business/11/19/08/fedex-leave-subic-june-2009<br />
  50. 50. MARKETING PLAN <br />by Jewell A. Arena<br />

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