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Lucky Me Marketing Plan by Sam Acosta
 

Lucky Me Marketing Plan by Sam Acosta

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    Lucky Me Marketing Plan by Sam Acosta Lucky Me Marketing Plan by Sam Acosta Presentation Transcript

    • 10 STEPMarketing Plan for Lucky Me! Sam Acosta November 2012 ph.linkedin.com/in/rosamaeacosta 1
    • 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. ph.linkedin.com/in/rosamaeacosta
    • Steps 1 to 5Embracing care and goodhealth to the general public…1. Lucky Me! PTM is the general public2. Who wants convenience and assurance for care and good health3. Can choose Payless & Maggi4. Gap is all other brands are more known for the nutrient contents of their product (catering to children) & for its affordable price5. The market share is 86.1%. Lucky Me! Niche is 59% ph.linkedin.com/in/rosamaeacosta
    • Steps 6 to 10 Summary headline of the marketing mix & strategy6. Lucky Me! is an instant noodle with wide assortment of flavours in wet, dry and cup noodles7. Is priced 15% more than Payless and 8% more than Maggi8. Utilizes TV, advocacies, events and experiences9. Is distributed nationwide10. Uses differentiation approach to win ph.linkedin.com/in/rosamaeacosta
    • 1. Lucky Me! Primary target market is the general public 4 – 50 years old, social classes AB, C, D & E, from kids to teens to elders (regardless of marital status) Varies from working professionals to full time mothers, health-conscious people, to kids who wants to enjoy eating conveniently together with their friends and loved ones Eaten once a day during snack or meal times and can be shared with the group, which satisfies ones appetite depending on the desired flavour, worry free from artificial preservatives ph.linkedin.com/in/rosamaeacosta
    • PTM needs to obtain good health and be with their loved onesI want to share my moments with my loved ones I want to be full & healthy Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler 6 ph.linkedin.com/in/rosamaeacosta
    • 2. The general public have their own needs, wants, & demandsThe general public basically needs to obtain good health through healthy foods and sense of belongingness by being spending time with their loved lonesThe general public prefers Lucky Me! Over the other instant noodle brands because of flavour variety, flavorful, claim of no artificial preservatives added (NAPA) , fortified with essential micronutrients, credibility, support to advocacy (National Famealy Day), certified by DOH with Sangkap Pinoy sealThe general public demandObtain good health, convenience and easy cooking , value- for-money, flavorful that suits their appetite ph.linkedin.com/in/rosamaeacosta
    • 3a. Lucky Me! Has a widecompetitive landscape Direct: Payless, Maggi, Nissin, Quickchow Indirect: ready-to-eat/pre-cooked pasta/ noodles in groceries and convenient stores Variables: Price, age, lifestyle, packaging, availability, convenience of use , value-for- money, location, flavour desire (appetite), claim of no articifial preservatives added (NAPA) ph.linkedin.com/in/rosamaeacosta
    • Lucky Me! maintains a dominant position in the noodle industry as of 2010 Price vs. Content Matrix Natural Vegetable MeatPrice/ Preservative Variants Variants Asian FlavorsAge ContentMatrixHigh Lucky Me Lucky Me Malunggay Lucky Me Lucky Me Instant N-Rich Instant Instantprice noodles Quickchow Veggie Plus noodles noodles Maggi Maggi Mami w/ MaggiLow Malunggay Mami PaylessPrice Payless Payless Mami Mami Mami ph.linkedin.com/in/rosamaeacosta
    • as of 2011 Lucky Me! marking a difference in the noodles industry Benefit Positioning vs. Brand Matrix Quickcho Functional Benefits Lucky Me Maggi Payless wless susceptible to cancer (NAPA)promotes good healthflavorfuleasy to preparesuits to wide range of taste/appetitequality assured (through membership tointernational organizationpreferred by childrensaves money Lucky Me! Still needs to work further on cost reduction ph.linkedin.com/in/rosamaeacosta
    • as of 2011 Lucky Me’s differentiating factor is the NAPA claim Benefit Positioning vs. Brand Matrix Quickcho Functional Benefits Lucky Me Maggi Payless wless susceptible to cancer (NAPA)promotes good healthflavorfuleasy to preparesuits to wide range of taste/appetitequality assured (through membership tointernational organizationpreferred by childrensaves money Lucky Me! Still needs to work further on cost reduction ph.linkedin.com/in/rosamaeacosta
    • 4. Lucky Me! holds a dominantposition in the industry…Lucky Me! is the only instant noodles that: claims with No Artificial Preservatives Added (NAPA) has a wide variety of flavorful flavours caters to the appetite of a wide range of consumers from kids to eldersThe customer’s preference of buying more affordable products is not satisfiedLucky Me! can be repositioned by adding in its brand image that it also promotes healthy and fit body through its low fat products. ph.linkedin.com/in/rosamaeacosta
    • 4. “Positioning”: brandidentity from the maker Brand Identity from the maker:Logo visually sends the signal that the brand truly cares for its customers. The circle gives the feeling of a warm embrace from a good friend. The waft connotes the pleasant aroma and freshness of the meal ahead.(source: Monde Nissin website) ph.linkedin.com/in/rosamaeacosta
    • 5. In 2009, noodle marketconstitutes 86.1%In 2010, Lucky Me! claims an overall value share of 59% the first player to introduce product types such as pancit canton and Asian flavoured noodle soups in the Philippines it continues to invest heavily in research and development.Other prominent noodles players in 2010 included Universal Robina Corp, Nissin-Universal Robina Corp, Zest-O Corp, SM Investments Corp and Nestlé Philippines Inc.(source: http://www.euromonitor.com/noodles-in-the- philippines/report) ph.linkedin.com/in/rosamaeacosta
    • 6a. Lucky Me! has the samepackaging as Maggi and Payless ph.linkedin.com/in/rosamaeacosta
    • 6b. What marks the differencebetween Lucky Me! And itscompetitors Only instant noodle claiming that has No Artificial Preservatives Added (NAPA) Certified with Sangkap Pinoy Seal Member of the World Instant Noodles Association ph.linkedin.com/in/rosamaeacosta
    • 6b. Lucky Me! Is the only instant noodle thatoffers a wide variety of products for a widevariety of consumers…Instant Noodles unique items: chicken & egg, native chicken, spicy hot beef, sparibs, pork ribsSpecialty Noodles: sotanghon lite, lomi, sopas, jjampong, kari, po-kuSpecialty Dry Noodles: pancit bihon, curly spaghetti, pancit palabok, baked mac, chow mien, etc. ph.linkedin.com/in/rosamaeacosta
    • 7. Price difference amongmajor noodles brands… Instant Noodles – Chicken Flavor   Size Cost (Php) Price Difference Lucky Me 55g 6.50 Maggi 55g 6.00 8% Payless 55g 5.65  15% Instant Noodles – Beef Flavor Lucky Me – 55g @ Php 6.75 ph.linkedin.com/in/rosamaeacosta
    • 8a. Lucky Me! uses TV ads, familyevents and experiences..1 423 ph.linkedin.com/in/rosamaeacosta
    • 8a. Competitive offering to athe wide range consumers Given that Lucky Me! caters to the general public, it developed TVs specific to each age bracket. For Kids:http://www.youtube.com/watch? v=0UtZuq8pKg4&feature=relmfu ph.linkedin.com/in/rosamaeacosta
    • 8a. Competitive offering to athe wide range consumers For teens/friends:http://www.youtube.com/watch?v=maR6CQ7E6LE For Elders: http://www.youtube.com/watch? v=NXacfp6HsBc&feature=related ph.linkedin.com/in/rosamaeacosta
    • 8a. Competitive offering to athe wide range consumers For Mothers:http://www.youtube.com/watch?v=W_vFLty_O1U For Family:http://www.youtube.com/watch?v=CBo0LqCjGMY ph.linkedin.com/in/rosamaeacosta
    • 8a. Lucky Me! also got thecountry’s leading celebrities… Sharon Cuneta:http://www.youtube.com/watch?v=AbmMHcHY0ok Edu and Luis Manzanohttp://www.youtube.com/watch?v=GK4_JGotLAA ph.linkedin.com/in/rosamaeacosta
    • 8a. Lucky Me! also got thecountry’s leading celebrities… Sarah Geronimo & John Lloyd Cruz:http://www.youtube.com/watch?v=pgMAkuzSaWk ph.linkedin.com/in/rosamaeacosta
    • 8a. Lucky Me’sinstitutionalized advocacy In 2007, “Kainang Pamilya Mahalaga” advocacy was launched, which promotes frequent family meals together as a simple yet effective way to raise happy, healthy & successful children Became institutionalized Presidential Decree declaring the 4th Monday of September as Salu-salo ng Pamilya Mahalaga Day which is in conjunction to the celebration of Lucky Me!s National Famealy Day ph.linkedin.com/in/rosamaeacosta
    • 8a. Lucky Me’sinstitutionalized advocacyhttp://www.youtube.com/watch?v=d0930S5sSFw ph.linkedin.com/in/rosamaeacosta
    • 8b. Payless focused onchildren… http://www.youtube.com/watch? v=opYibJbnjK0&feature=related ph.linkedin.com/in/rosamaeacosta
    • 8b. Lucky Me’s dominance Since 2010, Lucky Me! was the clear leader in both the cups/bowl instant noodles and pouch instant noodles categories. Its dominance also reflected its superior capacity for innovation. First player to introduce product types such as pancit canton and Asian flavoured noodle soups in the Philippines. Sustained investment in high profile marketing campaigns that feature local celebrities(source: http://www.euromonitor.com/noodles-in-the- philippines/report) ph.linkedin.com/in/rosamaeacosta
    • 9. Lucky Me! is distributednationwide through Monde Nissinfacilities…  Supermarkets, sari-sari stores, convenience outlets, drugstores  Nationwide  Pick-up by customers  Cash and credit transaction ph.linkedin.com/in/rosamaeacosta
    • 10. Lucky Me! is a leader indifferentiating the noodlesindustry Lucky Me’s core strategy is product differentiation – it provides quality products with flavorful varieties, that only Lucky Me! could offer It benefits from the supply and distribution leverage of Monde Nissin as it has 2 plants in the country Has a quality, fortified & affordable products distributed nationwide ph.linkedin.com/in/rosamaeacosta
    • Steps 1 to 5Embracing care and goodhealth to the general public…1. Lucky Me! PTM is the general public2. Who wants convenience and assurance for care and good health3. Can choose Payless & Maggi4. Gap is all other brands are more known for the nutrient contents of their product (catering to children) & for its affordable price5. The market share is 86.1%. Lucky Me! Niche is 59% ph.linkedin.com/in/rosamaeacosta
    • Steps 6 to 10 Summary headline of the marketing mix & strategy6. Lucky Me! is an instant noodle with wide assortment of flavours in wet, dry and cup noodles7. Is priced 15% more than Payless and 8% more than Maggi8. Utilizes TV, advocacies, events and experiences9. Is distributed nationwide10. Uses differentiation approach to win ph.linkedin.com/in/rosamaeacosta
    • 10 STEPMarketing Plan for Lucky Me! Sam Acosta November 2012 ph.linkedin.com/in/rosamaeacosta 33