V47 10 step product marketing plan tolentinoPresentation Transcript
10 STEP Marketing Plan for San Mig Light Michael B. Tolentino February 2010
5 Steps for Part 1 (PTM and Positioning)
San Mig Light’s PTM are “young professionals and young legal age drinkers”
Who wants to drink beer with full flavor and less calories
Can choose Pale Pilsen, Red Horse, Colt 45, Beer na Beer, Lone Star Light, Coors Light, Cerveza Negra
5 Steps for Part 1 (PTM and Positioning)
Gap is other brands focus on nutritional values of drinking beer
The market size is P 95 Billion
5 Steps for Part 2 (Marketing Mix & Strategy)
San Mig Light 330 ml bottle
Is low priced
Uses tv, print and radio ads, events, internet, and beer buckets
Is distributed in key cities nationwide
Uses the supply and distribution leverage to win
Positioning to the Primary Target Market Part 1: Steps 1 to 5
1.My primary target market (PTM) is..
Demographics (18 -29, M/F, social class ABC, single and married)
Lifestyle (study and working)
Behavior (330 ml, 2 bottles, daily, unwind, more beers to drink)
2. My PTM’s Needs, Wants, and Expectations…
Young professionals need…
To food (physiological), belong (social), Self-Esteem (status), Self actualization
Young professionals choose San Mig Light more than other beers because of ….
Taste, packaging, price, contents; brand, social status.
Young Professionals expects this when they drink San Mig Light…
Excellent value for money, more beers to drink, fun and exciting moments with friends, full taste with less fillings ; great taste
3a. San Mig Light has many impressive competitors
Direct: Coor’s Light , Lone Star Light, and Colt 45.
Indirect: Gin , Rum, Brandy, Red Wine, Vodka, Imported Beers
Variables: Age, price, packaging, event of consumption, contents, availability
San Mig Light is #1 in niche: low priced product for 20-26 yrs San Mig Light Coors Light San Miguel Pale Pilsen Lone Star Light Red Horse Colt 45 Price vs. Age Matrix Beer Na Beer Price/ Age Matrix 18-20 yrs 21-25 yrs 26-30 yrs 30 yrs up High price Low Price
4. San Mig Light positions strongly in a niche market opportunity
San Mig Light is the preferred light beer
that gives full flavor with less calories
for legal young drinkers and young professionals
who wants to drink beer with less calories
Others focus on low price and strong beer
5a. Based on competitor’s share of shelf, beer market is P27 Billion
Out of the 10 supermarkets observed, only 2 supermarkets have share of shelf of the competitor products.
6 M x 2 x P24 X 96 = P27 Billion
5b. Based on company data, San Miguel Brewery share is 90%
San Miguel Data: San Miguel Brewery sales is P36 Billion
San Miguel Brewery claims market share of 90%
5c. Consumer data indicates a size of P95 billion
6 million Filipinos drink of 2x per day of 330 ml of san mig light which costs P22
6 M x 2 x P22 X 365 = P95 Billion
5. Concluded that beer market is
Competitor data= P27 B
Company data = P 36 B
Usage data = P 95 B
The Marketing Mix Strategy Part 2: Steps 6 to 10
6a. The beer category is dominated by 6 brands…
6b. Product Description
San Mig Light is a refreshing smooth, less filling light beer with a calorie content of 100 per serving. It has a well balance bitterness and foam that exhibits a finely beaded lace. It has a volume content of 5 % alcohol.
There is only one variant of San Mig Light.
There are 2 sizes: 330 ml can and 330 ml bottle.
7. Price- San Mig Light is cheaper priced in bottle
San Mig Light 330 ml in can = P29
San Mig Light 330 ml in bottle = P22
San Mig Light in 330 ml bottle is 2 pesos lower in comparison with Coors Light.
8a. San Mig Light as part of healthy diet…
The Philippine market now are health
conscious, as such, San Mig Light will position
itself as part of a healthy diet. Moderate
drinking of San Mig Light may alleviate stress,
provide several vitamin b, fiber and minerals to
the body. Consumption of San Mig Light may
also lower the risk of coronary heart disease.
San Mig Light will show in tv commercials…
TV commercials will be used in the promotion
Health benefits of the product will be focused on
It will show young responsible drinkers will make San Mig Light as part of their healthy diet
San Mig Light will also use print ads…
Print ads of young professionals enjoying a bottle of san mig light with healthy meals
There will also be print ads that will take away the stereotype image showing san mig light as partner of “pulutan meals”
8b. Competitors - Colt 45
Colt 45 commercial shows that colt 45 beer is a strong beer for real men…
Coors light advertisements communicate that their product is the preferred beer of sports fanatics.
Lone Star Light
Lone Star light conveys that there is a new light beer in the market that will satisfy your taste buds.
The New San Mig Light Commercial…
Will show that young responsible drinkers can benefit nutritionally from San Mig Light. It will also be a part of healthy diet of young professionals.
This new approach stands out because it deviates from the usual selling point of beers attached to women and parties.
9. San Mig Light is distributed nationwide using San Miguel Brewery’s network
Supermarkets, sari-sari stores, convenience stores, bar, restaurants,
Key cities nationwide
Delivery, pick-up, ordered, off the shelves product
Cash and credit transaction
10. San Mig Light is a niche leader
San Mig Light key tactics is to have a hold of the 20 to 26 year old, legal young age and young professional drinkers.
It gains from the supply and distribution leverage of San Miguel Brewery.
Has a great tasting beer with less calories, low cost priced, outstanding product distribution in key cities nationwide.
San Mig Light’s PTM are young legal and young professionals from ages 18 – 29 who are from social classes A,B, & C.
We will address the gap wherein the consumption of beer has nutritional values.
San Miguel Brewery will still use its forte to further expand its current market share thru its competitive supply and distribution leverage.