10 step by step marketing plan selecta ice cream

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10 step by step marketing plan selecta ice cream

  1. 1. 10 STEP Marketing Plan for Selecta Ice Cream Yash Lumbao June 2010
  2. 2. 5 Steps for Part 1 (PTM and Positioning) <ul><li>Selecta ice cream’s primary target market are kids. </li></ul><ul><li>Who wants to enjoy food. </li></ul><ul><li>Can choose Nestle, etc. </li></ul><ul><li>Gap is all other brands focus on the creaminess of the ice cream </li></ul><ul><li>The market size is P7 billion </li></ul>
  3. 3. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Selecta ice cream, a favorite dessert, comes in various variants </li></ul><ul><li>Price is at par with competitors </li></ul><ul><li>Uses TV, events & experiences </li></ul><ul><li>Distributed nationwide </li></ul><ul><li>Uses differentiation approach to win the market </li></ul>
  4. 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  5. 5. 1.Selecta ice cream’s primary target market (PTM) are kids <ul><li>Demographics (5-14, M/F, social class BCD) </li></ul><ul><li>Lifestyle (study, play, loves to eat sweets) </li></ul><ul><li>Behavior (would eat ice cream, if available) </li></ul>
  6. 6. I need food! I’m bonded w/ my family
  7. 7. 2. My PTM’s NWE <ul><li>Kids need: </li></ul><ul><li>To satisfy their cravings for food/ sweets and to belong (social needs) </li></ul><ul><li>Kids choose Selecta ice cream over other brands because of: brand, taste, quality, & endorsed by kids favorite celebrities </li></ul><ul><li>When kids eat Selecta, they expect to: </li></ul><ul><li>be satisfied and enjoy what they eat. </li></ul>
  8. 8. 3a. Selecta Ice Cream has several competitors <ul><li>Direct: Nestle , Magnolia, Arce Dairy </li></ul><ul><li>Indirect: Fruit shake stands , Ice Cream Restaurants (Icebergs), Sundae (fastfood/ convenience stores), Salad bars </li></ul><ul><li>Variables: Age, Price, Packaging, Availability, Occasion, brand, Taste </li></ul>
  9. 9. Selecta is a market leader by differentiation Selecta 3-in-1+1 Magnolia Price vs. Age Matrix Selecta gold series Cornetto Other Selecta Nestle Drumstick Nestle Trio Price/ Age Matrix 0-14 yrs 15-21 yrs 22-49 yrs 50yrs up High price Low Price
  10. 10. Selecta ice cream’s positioning is shown in this competitive map Positioning vs. Brand Matrix
  11. 11. 4. Selecta ice cream positions strongly in differentiation <ul><li>Selecta is the only ice cream that: </li></ul><ul><li>have 4 flavors in 1 tub </li></ul><ul><li>has co-created flavors with Manila’s finest chefs </li></ul><ul><li>uses the “family bonding” campaign </li></ul><ul><li>sells ice cream stick </li></ul>
  12. 12. 5a. Based on Unilever-RFM’s data, total market size is 6 bn <ul><li>Unilever-RFM’s data: Selecta sales in 2008 is P3 billion, forecasted to increase by 10% in 2009 </li></ul><ul><li>Unilever-RFM claims market share of 54% </li></ul><ul><li>Then total ice cream market size is P3.3 billion/54% = P 6 billion </li></ul>Source: http:// www.philstar.com/Article.aspx?articleid =466249
  13. 13. 5b. Industry data indicates total market size is Php8.75bn Ice cream sales in the Philippines were expected to grow by 2.8% in 2009 to PHP8.75bn (US$195.4m). Volumes were forecast to inch up 0.7% to 64m litres. Source: http://www.just-food.com/analysis/just-the-facts-ice-cream-in-the-philippines_id110524.aspx
  14. 14. 5c. Consumer data indicates total market size is Php6.5B Ice cream consumption: - 25% of Filipinos buy ice cream thrice a year - 92M Filipinos x 25% x 3 x Php95 =P6.5 billion Source: Manila Bulletin, May 6, 2009
  15. 15. 5. Concluded that ice cream market is P7 billion <ul><li>Company data= P6 B </li></ul><ul><li>Industry data = P8.75 B </li></ul><ul><li>Usage data = P 6.5 B </li></ul>
  16. 16. The Marketing Mix Strategy Part 2: Steps 6 to 10
  17. 17. 6a. Ice cream category is dominated by 3 major brands Selecta
  18. 18. 6a. Ice cream category is dominated by 3 major brands Nestle Magnolia
  19. 19. 6b. Product Description <ul><li>Selecta ice cream comes in different flavors. </li></ul><ul><li>There are several variants, the Gold, Creations, Moo, Supreme, Classic, ice cream cones (Cornetto & Moo Cone) and ice cream stick </li></ul><ul><li>Selecta also comes in several sizes: 3.4L, 1.5L, 800ml & 750ml for Selecta creations & supreme, and 1.8L & 750ml for Moo </li></ul>
  20. 20. 7. Price - Selecta is at par or lower with major competitors <ul><li>Selecta Nestle Magnolia </li></ul><ul><li>*Classic 1.5 P180 P180 P187 </li></ul><ul><li>*Supreme 1.5/ 210 205 </li></ul><ul><li>Gold 1.5 215 </li></ul><ul><li>*Trio 149 149 n/a </li></ul><ul><li>**Cornetto/Drumstick 25 36 n/a </li></ul><ul><li>*prices from the landmark-makati supermarket </li></ul><ul><li>**prices from Mini Stop </li></ul>
  21. 21. 8a. Promo <ul><li>- TV commercial: airs at major TV stations (ABS-CBN, GMA, etc) </li></ul><ul><li>Selecta 3-in1 + 1 </li></ul><ul><li>Selecta double supreme </li></ul>
  22. 22. 8a. Promo <ul><li>- Events/ Experience: bonding </li></ul><ul><li>campaign - Selecta kids universe </li></ul><ul><li>- Selecta ice cream carts with music </li></ul><ul><li>- Word of mouth – blog </li></ul><ul><li>- Free cup of ice cream when you purchase a movie ticket – Glorietta/ Greenbelt </li></ul>
  23. 23. 8b. Competitor promo: Nestle <ul><li>http://www.nestle.com.ph/corpsite/content/default.asp?p=promos </li></ul>nestle TVC
  24. 24. 8b. Competitor promo: Magnolia <ul><li>No separate TV ad for ice cream. TV ad is included in other Magnolia products (Pacquiao family) </li></ul>
  25. 25. 8. Promo <ul><li>All players use the social networking sites (Facebook) to promote their product. </li></ul><ul><li>Only Selecta uses the “Family bonding” campaign. </li></ul><ul><li>Selecta uses jingle that has easy recall (3 in 1 + 1) </li></ul>
  26. 26. 9. Selecta ice cream is distributed nationwide <ul><li>Supermarkets, convenience outlets, drugstores, Selecta kiosks, groceries, ice cream carts </li></ul><ul><li>Nationwide but concentrated in Metro Manila, w/c accounts for 80% of total ice cream market </li></ul>
  27. 27. 10. Selecta is a market leader by differentiation <ul><li>Selecta’s main strategy is differentiation. It co-created the “gold series” with finest Manila chefs, and 4-in-1 tub </li></ul><ul><li>It benefits from the distribution leverage and strong brands of Unilever and RFM. </li></ul><ul><li>Has reasonable price & excellent products distributed nationwide. </li></ul>
  28. 28. SUMMARY
  29. 29. 5 Steps for Part 1 (PTM and Positioning) <ul><li>Selecta ice cream’s primary target market are kids. </li></ul><ul><li>Who wants to enjoy and be satisfied. </li></ul><ul><li>Can choose Nestle, etc. </li></ul><ul><li>Gap is all other brands focus on the creaminess of the ice cream </li></ul><ul><li>The market size is P7 billion </li></ul>
  30. 30. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>Selecta ice cream, a favorite dessert, comes in various variants </li></ul><ul><li>Price is at par with competitors </li></ul><ul><li>Uses TV, events & experiences </li></ul><ul><li>Distributed nationwide </li></ul><ul><li>Uses differentiation approach to win the market </li></ul>
  31. 31. 10 STEP Marketing Plan for Selecta Ice Cream Yash Lumbao June 2010

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