Go lenilynne v53 10 step marketing


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Go lenilynne v53 10 step marketing

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