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Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
Go lenilynne v53 10 step marketing
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Go lenilynne v53 10 step marketing

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  • 1. 10 STEP Marketing Plan for Cebu Pacific Domestic and International Airfares
    Product
    Photo here
    Lenilynne Go
    Feb 2011
    Put your
    Blog Address
    Here.
    1
  • 2. This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.
    The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.
    When appropriate, data are “masked” so as not to create unexpected conflicts.
    The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
    Disclaimer
  • 3. Cebu Pacific airfares primary target market are Budget Conscious Fun Seeking Travelers
    Who need to socialize and attain the status symbol of a jetsetter
    What are they choices (competitors)
    Where is the opportunity (gap)
    How big is the market (3Cs)
    Steps 1 to 5Summary headline of your PTM and market
  • 4. Product
    Price
    Promo
    Place
    Generic Winning Strategy of Mix
    Steps 6 to 10Summary headline of the marketing mix & strategy
  • 5. 1. Cebu Pacific Airfares’ Primary Target Market are Budget Conscious Fun Seeking Travelers
    Ages 21-30; Male and Female; Classes lower B and broad C; Single
    They are young professionals who are seeking to vacationabroad or outside of their cities and are on a tight budget. They are internet savvy as well, and loves to move around and be on the go all the time.
    They usually travel during holidaysand long breaks, mostly for leisure. They are not particular about comfort travel for the meantime.
  • 6. PTM needs to belong to a group experience
    Ability to travel is a
    status symbol
    Need to belong to a group
    Activity such as travel
    Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
    6
  • 7. 2. PTM’s needs, wants & demands
    Budget Conscious Fun Seeking Travelers need to socialize and bond with family or friendsin a different atmosphere; and when done in a different country it provides a sense of excitement, fun and adventure.
    Travel also boosts their self esteemas it creates a sense of pride and a status symbol since travel before is seen to be a luxury.
    They want low price fares without compromising safety; with a no hassle experience.
    They in turn demand value for their money even if comfort is not there, as long as it has the basics and fits within their budget.
  • 8. 3a. Direct and indirect products that address my PTM’s NWD
    List of Competitors products/ brands
    Determine the variables that affect choice of product, brand
  • 9. 3b. Create 2 Positioning Maps
    1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice
    This 1st Map should allow differentiation/ non-clustering of the direct competitors
    Example: Price vs. Age
    Size of bubbles= represent relative market shares of the brands
    2nd Map: Functional Benefit vs. Brands/ Variants
  • 10. Example of a 2x2 competitive position map for toothpaste
    as of 2011
    Price vs. Age Matrix
    Colgate
    Fresh
    Colgate
    Sensitive
    Colgate
    kids
    Colgate
    Total +
    whiten
    Close
    Up
    whiten
    Close
    up
    Sensodyne
    Hapee
    Fresh
    Hapee
    Complete
    + whitening
    Hapee
    Unique
    Unique
  • 11. as of 2011
    Example of a benefit positioning vs. brand map for toothpaste
    Benefit Positioning vs. Brand Matrix
    Harder to stand out amidst the competitive clutter.
  • 12. 4. Identify the gap between customers and competition
    Where is the marketing opportunity?
    What NWDs are not being addressed?
    What can be the unique selling proposition for the new product (totally new or repositioned.)
  • 13. 5a. Estimate the market size using competitor data
    1. Top 7000 Corporation Data or news
    Total Sales from 1 product companies
    % of sales from multi-product
    2. vs. known Industry size comparisons
    3. vs. 1-1 suppliers
    4. Visual observation- warehouse
    5. Pirating personnel or garbage
    6. Illegal interview
    7. “Share of Shelf”
  • 14. 5b. Estimate the market size using company data
    Claimed market share
    Guesstimate on market share
    Fair share of market
    Distribution extent
    Historical sales
  • 15. 5c. Estimate the market size using customer data
    Usage per day or per year
    Per person
    Per household
  • 16. 5. Decide on market size in pesos, not in number of people
    Competitor data=
    Company data =
    Customer Usage data =
    Use instinct and best business judgment to finalize market size
  • 17. 6a. Photo of product category
    Show a product shot
    Your product and your competitors
    with, without box as they look in the supermarket
    All pack sizes
    All variants
    All major brands
  • 18. 6a. Show how product looks vs. competition
    Product shot 1
    of direct competitors
    Product shot 2
    of indirect competitors
    How product looks in
    supermarket shelves
    or point of sales
  • 19. 6b. Product Description
    Describe the physical features, specifications, attributes of the product.
    Info may be in product packaging, label, brochures or website.
  • 20. 7. Price
    Get prices of your product
    Creatively compare vs. competitors across different pack sizes and variants
    Quantify the price difference in % terms vs. competitors
    Conclude on what pricing strategy is being used
  • 21. 8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use
  • 22. 8a. Your products Promotions
    Describe what you propose to do/ product is currently doing vs. the 8 modes of communications.
    Show executions of this (from websites, print ads, actual commercials)
  • 23. 8a. Samples of Promo
    Samples
    This can be in multiple slides
  • 24. 8b. Competitor promo
    Show also how your key competitors communicate
    Their commercials
    Their websites
    And why your communication stands out
  • 25. 8b. Competitor promo
    Samples
    Can be multiple slides
  • 26. 9. Place
    Where is your product available?
    Supermarkets, sari-sari stores, convenience outlets, drugstores
    Nationwide or in key areas only?
    Method of delivery (some products can be delivered to your home, ordered via internet, phone orders, etc.)
  • 27. 10. What is the generic winning strategy?
    Which of the 4 strategies are being used? (bold and underline to most dominant strategy)
    Low Cost Producer
    Supply and Distribution Leverage
    Differentiation
    Niche
  • 28. 28
    SUMMARY
  • 29. Identify your target (PTM)
    What do they need, want, demand (NWD)
    What are they choices (competitors)
    Where is the opportunity (gap)
    How big is the market (3Cs)
    Steps 1 to 5Summary headline of your PTM and market
  • 30. Product
    Price
    Promo
    Place
    Generic Winning Strategy of Mix
    Steps 6 to 10Summary headline of the marketing mix & strategy
  • 31. 31
    YOUR ASSIGNMENT AS A MARKETING STUDENT
  • 32. Your Assignment
    Use this template to make your marketing plan for a product or company that will also be the topic of your STRAMA
    Follow power presentation principles
  • 33. Grading
    Customers (PTM, NWD)- 20%
    Competition (Positioning Map, Market Size) 30%
    Company (4Ps, Strategy)- 40%
    Power Principles Formatting- 10%

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