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D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan
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D:\Agsb Subjects\Markma\10 Steps For A Chelseas Marketing Plan

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  • 1. 10 STEPS Marketing Plan for Michellle O. Libuit April 2010
  • 2. Transporting petroleum products to niche P400M
    • Chelsea’s PTM are “Refineries to Depots”
    • Who want to transport petroleum products
    • Can choose Magsaysay Group or Petrolift Inc. etc.
    • Gap is all other tanker shipping focus on cross bay deliveries and in bulk
    • The industry size is P 3.1 Billion, Chelsea niche is P400 million.
  • 3. Fuel distribution Infrastructure Network
  • 4. People, Safety, Value and On time
    • Chelsea operates both coastal and bay and rivers deliveries of oil, fuel and other liquid products in volume at needed time
    • No demurrage charges
    • Uses direct and personal selling
    • Operating nationwide with knowledgeable employees, Engineers, Captains and crews
    • Uses a distribution leverage / differentiation approach to win
  • 5. Transporting petroleum products to niche P400M Reliability, Fair Price, Readily Available.
  • 6. 1. Company’s primary target market (PTM) is “ Refineries to Depot”
    • Demographics (oil, airline & power plant companies, private or public, ABC, corporate or individual)
    • Lifestyle (oil, fuel, trading, power plants)
    • Behavior (on time, when needed, double hulled tankers, insurance)
  • 7. 2. My PTM’s NWD I need to provides basic needs to others I need for safety of my consumers I belong if I will be known to the public for product quality I have market recognition
  • 8. 2. My PTM’s NWD
    • Depots need
    • To satisfy basic needs (Physiological), Safety needs, Social needs, Esteem needs.
    • Refineries choose Chelsea over other carrier because of operates both coastal and bay and rivers to deliver petroleum products in volume at needed time.
    • Classed, Doubled Hulled, Reliable, packaging, price, integrity & teamwork company, brand ; MARINA Accredited.
    • Depots expect when they charter with Chelsea
    • Right now , right here, no oil spills, Excellence, safe and reliable point-to-point transport
  • 9. 3a. Chelsea has many formidable competitors
    • Direct: Petrolift Inc ., Magsyasay Group, Bunkers Manila Inc., Vea Marine, SMCSL, BBCI, Marine Fuels, Paros Maritime, Herma Shipping
    • Indirect: pipe line , capsule truck, tugboat
    • Variables: Volume, Price, Weather, Capacity, convenience of use, availability, Occasion of use, brand
    Others 25% Tanker 75 %
  • 10. Chelsea is #1 in Distribution leverage: high priced/volume product for OCC Chelsea BMI Marine Fuels Petrolift Magsaysay BBCI Herma Capacity vs. Availability matrix Capacity/ Availability Matrix 1000 – 50,00MT 5001-10,000MT 10,001 – 15,000MT 15,000 – 20,000MT Highly Available Low Availability
  • 11. Chelsea’s unique positioning is shown in this competitive map Many competitors in right here, right now and reliability positioning. Convinience of use vs. Brand Matrix               Reliable               Safety               Excellence               Double hulled protection               Right here, right now BBCI Herma Chelsea Marine Fuels BMI Magsaysay Petrolift  
  • 12. 4. Chelsea positions strongly in a distribution leverage / differentiation market opportunity
    • Chelsea carries all types of petroleum products
    • that transport both in cross bay and rivers
    • for oil, airline and power plant companies
    • who want to transport their products on needed volume at required time without hassle
    • No tanker company has a similar position.
    • Others focus on either cross bay or bay and rivers and carries only specific product line.
  • 13. 5a. Based on competitor data, oil and gas tankering market is P2.7 billion SOURCE: http://business.inquirer.net/money/breakingnews/view/20071201-104183/Petrolift_gets_nod_on_IPO
  • 14. 5b. In house data indicates share of 12%, total industry size is 3.3 billion
    • Chelsea has gross revenue is P400 million
    • Chelsea claims market share of 12%
    • Then total tankering industry size is P400 billion/0.12 = P 3.3 billion
  • 15. 5c. Market size estimate on customer data
  • 16. 5c. Sole Costumer’s data indicates a market size of P 3.3 billion
    • Vessel Utilization ( Volumes Hauled):
    • 178 million gross sales / 18.5% market share/P30per liter x P1.74 rate per liter / 18.5% costs around P 465M per month
    • 178 B / 160/ 38 / 1.74 x 18.5 x 12 = P 3.3 billion
  • 17. 5. Concluded that tankering industry is 3.1 billion
    • Competitor data= P2.7 B
    • Company data = P 3.3 B
    • Usage data = P 3.3 B
  • 18. The Marketing Mix Strategy People, Safety, Value and On time
  • 19. 6a. Photo of frontliners
  • 20. 6a. Oil and Gas tankering sealane competitors Direct Competitors
  • 21. 6a. Oil and Gas tankering sealane competitors Batman Pipeline Barge In Direct Competitors
  • 22. 6a. Oil and Gas tankering sealane competitors In the Shelf
  • 23. 6b. Services laid down
    • safe and reliable point-to-point transport of petroleum produtcs all around the Philippines.
    • Double hulled 15 fleets, 7 Tankers, 5 Barge, 2 International Bunkering, Certificate of Seaworthiness, Classed Internationally and locally,
    • There are 300MT to 1,400 MT, and 6,000MT Capacity
  • 24. 7. Price- Chelsea is at special P0 Demurrage charges on TC
    • Subic – Pililia = P 1.38/ ltr
    • Singapore – Davao = P 1.74/ltr
    • Subic – Cebu = P 1.60/ltr
    • Subic – Davao = P 1.90/lt
    • Calaca – Cebu = P 1.12/ltr
    • Time Charter = P 980,000 ( 600MT)
    • Chelsea is priced at volume and time without charging demurrage if on Time Chartered as per special agreement ( others don’t have) with aim of maximizing profits in its personal selling and direct marketing.
  • 25. 8a. Promo
  • 26. 8b. Competitor promo
  • 27. 8b. Competitor promo Website : http://petroliftgroup.com/fleet.html
  • 28. 9. Chelsea is transporting nationwide using doubled hulled tanker/barges on time
      • Local Ports
      • Nationwide
      • Satisfy our clients’ needs through safe, reliable, punctual and efficient service
      • Cash and in terms transaction
  • 29. 10. Chelsea is a distribution /differentiation leader
    • Chelsea’s main strategy is to dominate the Distribution Leverage by having the sole indefinite contract with Phoenix Phils.
    • Has an excellent and passion of differentiating from others in varied products, capacity and destination nationwide.
  • 30. Transporting petroleum products to niche P400M
    • Chelsea’s PTM are “Refineries to Depots”
    • Who want to transport oil, fuel and other liquid products
    • Can choose Magsaysay Group or Petrolift Inc. etc.
    • Gap is all other tanker shipping focus on cross bay deliveries and in bulk
    • The industry size is P 3.1 Billion, Chelsea niche is P400 million.
  • 31. People, Safety, Value and On time
    • Chelsea operates both coastal and bay and rivers deliveries of oil, fuel and other liquid products in volume at needed time
    • No demurrage charges
    • Uses direct marketing and personal marketing
    • Operating nationwide
    • Uses a distribution leverage / differentiation approach to win
  • 32. Specific Action Programs : WOW tools
    • Maintaining high quality modern fleet
    • Solid Partneship with charterer
    • Ready to grab the opportunities in front of it
    • Effective controls in operations and human resources management.
  • 33. 10 STEPS Marketing Plan for Michellle O. Libuit April 2010

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