10 step marketing plan - mlee - fiesta spaghetti

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  • 1. 10 STEPMarketing Plan for(Fiesta Spaghetti – White King) Maureen Lee October 2011 http://maureentlee.blogspot.com/ 1
  • 2. DisclaimerThis 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. http://maureentlee.blogspot.com/
  • 3. Step 1Describing the PrimaryTarget Market (PTM) Demographic  Mothers – housewives, working or professionals who cook or cater parties for family occasions  Dominantly Class C & D but also includes Class B  Age 20 – 55 Buying Behavior – Highly Seasonal  2nd Quarter of the Year – Fiestas, Graduation  December Holidays – Christmas & New Year  Birthdays, Baptism, Anniversaries and other special occasions http://maureentlee.blogspot.com/
  • 4. Step 2PTM’s Needs, Wants & Demandswith their SpaghettiMothers need to satisfy hunger, express love, be recognized and prepare the best food for their family and loved ones.Mothers wants to buy affordable products to maximize the value for money and at the same time is concerned about product quality.Mothers would go for Fiesta Spaghetti over other brands because of the brand promise “sulit i- share”, and its market availability. http://maureentlee.blogspot.com/
  • 5. PTM Needs Mothers need to provide the best tasting food for celebrations Mothers need to be recognized for their cooking and parties they organized Cooking for celebrations is a need for expression of love Need food to survive Reference: Maslow’s Hierarchy of Needs Pyramid http://maureentlee.blogspot.com/
  • 6. PTM Wants – Top 2 Priority Affordable Worth it! SULIT!High Quality Product http://maureentlee.blogspot.com/
  • 7. Step 3Fiesta Spaghetti’sCompetitors Direct  Other Pasta Brands – Knorr’s Royal Spaghetti; Del Monte’s Spaghetti Italiana, Ram’s Premium Spaghetti Indirect  Pancit, Palabok  Popular Take Out & Delivery Noodle Dishes (Amber’s, Buddy’s)  Restaurants and Fast Food chains serving spaghetti and other noodle dishes (Jollibee, TOSH) http://maureentlee.blogspot.com/
  • 8. Step 3-A Fiesta Spaghetti’s Position Map Price vs Market Class (2009)2009 Market Share (Retail Value Sales) White King Fiesta 30%Unilever - Knorr Royal 28%Reference:http://www.euromonitor.com/pasta-in-the-philippines/report http://maureentlee.blogspot.com/
  • 9. Step 3-BFiesta Spaghetti’s claimshigh-end quality @ low price Benefit Positioning vs Brand Matrix http://maureentlee.blogspot.com/
  • 10. Step 4Closing the GAP Between Customers  Attempting to conquer the Class B Market  Offering high end quality at affordable price Between Competition  Increased market share in 2009 after launching Fiesta Commercial with Maricel Soriano as endorser  Continued attempt to increase market share in 2011 with Kris Aquino and Bimby as endorsers http://maureentlee.blogspot.com/
  • 11. Step 4Positioning Fiesta - MakerSelling Propositions – Fiesta TV Commercial 2011 Not malabsak – Firm and Delicious (Product Quality) Sulit i-share with the kid’s friends pati sa grown ups (Affordable) Spaghetti pa lang masarap nayoutube link: http://www.youtube.com/watch?v=yS8coj6tm38 http://maureentlee.blogspot.com/
  • 12. Step 4TV Commercials work forFiesta Spaghetti - Positioning Investing on TV Commercials  Fiesta has invested so much on TV commercials and endorsers since 2009  Market share greatly increased in 2009 to about 29-30% surpassed the leading brand Knorr’s Royal Spaghetti http://maureentlee.blogspot.com/
  • 13. Step 4Positioning Fiesta usingTaglish term “i-share” Maricel Soriano’s Endorsement “i-share ang sarap ng FIESTA”Kris Aquino’s Endorsement“I choose FIESTA. Sulit i-share ang sarap” http://maureentlee.blogspot.com/
  • 14. Step 5-AFIESTA vs Royal – Market Share2009 Market Share – Retail Value Sales Fiesta – 30% Royal – 28%Reference:http://www.euromonitor.com/pasta-in-the-philippines/reportMarket Share – Quantity Sold (Derived Analysis)If you have 200 Pesos, you can purchase: Fiesta = 200 / 69 = 2.90 K Royal = 200 / 99.50 = 2.01 K http://maureentlee.blogspot.com/
  • 15. Step 5-BFIESTA’s Market Share– Company DataQ1 2011 Market Share – Retail Value Sales Fiesta – 29%Reference:http://www.rfmfoods.com/investor-relations/newsroomRFM stated that White King Fiesta Spaghetti sold over 10 million packs in 2010 aloneReference:http://showbizandstyle.inquirer.net/breakingnews/breakingnews/view/20110318-326206/Kris- Bimby-new-endorsers-of-Fiesta-Spaghetti http://maureentlee.blogspot.com/
  • 16. Step 5-BFIESTA’s Market Share– Company Data – Derived AnalysisRFM Claims 29 % Market Share – Retail Value Sales& sold 10 million packs(Assuming that average pack is 1 kg)Probable sales data = 10 M packs x 69 pesos/kg =690 Million PesosCompany Data & Third Party Data:Total Market = 690 M 29% = 2.38 Billion Pesos http://maureentlee.blogspot.com/
  • 17. Step 5-CFIESTA’s Market Share– Customer Data projects a size ofPurchase of Spaghetti Packs:Projected Households in the Philippines in 2010 is20 Million, assuming only (60%) 12 Million of thesehouseholds cook spaghetti for special occasions onthe average of 3 times per year, 36 million 1-kgpacks are sold each yearTotal Market = 36 M x 80 = 2.8 Billion Pesos80 Pesos used as the average price per kilo of spaghetti http://maureentlee.blogspot.com/
  • 18. Step 5-CProjected Market Size for Spaghetti1. Third Party Data = 2.38 Billion Pesos2. Company Data = 2.38 Billion Pesos3. Customer Usage Data = 2.8 Billion Pesos http://maureentlee.blogspot.com/
  • 19. Step 6Fiesta Spaghetti PackagesPack Sizes:• 5 kilogram• 1 kilogram• 400 grams http://maureentlee.blogspot.com/
  • 20. Step 6Fiesta Spaghetti vs Competition Direct Competition Indirect Competition http://maureentlee.blogspot.com/
  • 21. Step 7Price Profile of Spaghetti – Oct 2011per kilogram http://maureentlee.blogspot.com/
  • 22. Step 7Fiesta Spaghetti Price vs Competion• Royal Spaghetti is 30.50 Pesos more expensive than Fiesta Spaghetti• Royal Spaghetti’s market share is almost equal to Fiesta Spaghetti in terms of Price• Conclusion – Fiesta Spaghetti is the Market Leader in terms of quantity sold http://maureentlee.blogspot.com/
  • 23. Step 8 Fiesta Spaghetti TV Advertisements     http://maureentlee.blogspot.com/
  • 24. Step 8Fiesta Spaghetti TV Ads- Engages High Profile Celebrities http://maureentlee.blogspot.com/
  • 25. Step 8Fiesta Spaghetti Sales Promotion http://maureentlee.blogspot.com/
  • 26. Step 8 Fiesta Spaghetti EventBimby, who turns four this April(2011), opted to celebrate his birthdayduring the event where he spent gift-giving time with children from Bahay niMaria, a Bel-Air Makati-basedorphanage. The orphans have longbeen supported by the Concepcionsand are now regular beneficiaries ofthe Fiesta family.Complete article:http://mb.com.ph/node/313157/bimby-yap-indemand-endor http://maureentlee.blogspot.com/
  • 27. Step 8 Kris Aquino shares her personal experience and relate it to Fiesta SpaghettiAquino said that she chose to endorse brands and products thatshe actually believed in, adding that these products can be seen inher home because she uses them.Aquino explained that the Fiesta spaghetti was not only firm anddelicious, it was affordable as well. She said that one-kilogrampacks are being sold at P69. Each pack of the spaghetti can serveup to 20 plates, making it suitable for sharing, she added.She revealed that spaghetti was Bimbys favorite and she cooks itat least three times a week for him.Complete article:http://showbizandstyle.inquirer.net/breakingnews/breakingnews/view/20110318-326206/Kris-Bimby-new-endorsers-of-Fiesta-Spaghetti http://maureentlee.blogspot.com/
  • 28. Step 8Competitor Promo and ActionsDel Monte offers Merienda Packs for Everyday http://maureentlee.blogspot.com/
  • 29. Step 8Competitor Promo and ActionsKnorr’s Royal Spaghetti is a household brand. Based on personal experience I have always remembered the packaging of Royal in our pantry. Includes a logo that says “100 Years of Pasta perfection” http://maureentlee.blogspot.com/
  • 30. Step 9Place – Fiesta is available to almostall retail channelsBig Super Markets – SM, Rustan’sSmall Time Groceries – Local GroceriesWet Market – Typical PalengkeConvenience Stores – 711Friendly Neighborhood Sari-Sari Stores http://maureentlee.blogspot.com/
  • 31. Step 10Fiesta Spaghetti– Generic Winning StrategyLow Cost ProducerSupply and Distribution LeverageDifferentiation http://maureentlee.blogspot.com/
  • 32. Step 10 Fiesta Spaghetti – Generic Winning Strategy• Fiesta Spaghetti’s main strategy is to dominate the market by being the low cost producer of spaghetti• Leverage on supply and distribution by being available to all market classes (A to E)• Projecting its product differentiation by combining affordability and quality “firm noodles” http://maureentlee.blogspot.com/
  • 33. SUMMARYhttp://maureentlee.blogspot.com/ 33
  • 34. Steps 1 to 3Fiesta Spaghetti Penetratedthe Market in 20091. Fiesta Spaghetti’s PTM is the class C & D Mothers.2. Mothers who need to satisfy hunger, express love, be recognized and prepare the best food for their family and loved ones.3. Can buy Ram if would prefer to save 5 pesos or buy Royal which is a more traditional choice. http://maureentlee.blogspot.com/
  • 35. Steps 4 to 6Fiesta Spaghettiis sulit i-share4. The gap is primarily evident in the Class B market and competitor brands that have been long out in the market5. The market size is 2.38 Billion Pesos with about 29-30% belongs to FIESTA.6. It is ”Not malabsak” and sulit i-share with the kid’s friends pati sa grown ups. http://maureentlee.blogspot.com/
  • 36. Steps 7 to 10FIESTA Spaghetti is low costand always available7. Fiesta Spaghetti is 30 pesos less than Royal and Del Monte Brands but 5 pesos more than RAM.8. Investing on aggressive marketing through TV Ads, Promotions and publishes the experiences of their endorser.9. Distributed nationwide.10. Winning strategy is being low cost and available with high end quality of firmness. http://maureentlee.blogspot.com/
  • 37. 10 STEPMarketing Plan for(Fiesta Spaghetti – White King) Maureen Lee October 2011 http://maureentlee.blogspot.com/ 37