10 STEP Marketing Plan for Mekeni Food Product<br />1<br />
5 Steps for Part 1 (PTM and Positioning)<br />Mekeni’s PTM are meat product lovers (especially hotdogs) from  the B,C ,D, ...
5 Steps for Part 2(Marketing Mix & Strategy)<br />Hotdogs, tocino, Patties and other meat products<br />Is 10-20 % price d...
Positioning to the Primary Target Market<br />Part 1:<br />Steps 1 to 5<br />4<br />
1.Mekeni’s  primary target market (PTM) are the working class Mom’s <br />Demographics (18-45yo, M/F, with children rangin...
Food esp. for the young <br />
2. My PTM’s NWE<br />Moms’ both young and old, set high priorities on feeding their young. During the formidable years of ...
3a. Mekeni has a lot of formidable Competitors<br />Direct: San Miguel Food Products, Swift Foods, Bibbo hotdog, Pampanga’...
Mekeni vs Competitors<br />Price vs Consumer Bracket<br />Tender Juicy, Swift Mighty Meaty <br />Bibbo Hotdog<br />Pampang...
Distribution and Availability of Product<br />Competitors are available in all of the markets nationwide.<br />
4. Mekeni positions strongly on low cost markets catering mostly to the provincial areas<br />Mekeni’s marketing opportuni...
5a. Based on DTI data, the Meat Preparation industry amounts to about P 32.4 B<br />The Philippine Processed Food Industry...
5b. Current Market Share on the Hotdog Industry<br />Pure Foods (SMC), which controls 66 % of the hot dog market and 20% o...
5c. Consumer data indicates a market size consumption of about P 98 Billion worth<br />Each Filipino consumes an average o...
5. Concluded that the Total Potential Market of processed food business is approximately P 27 B revenue per annum<br />Com...
 The Marketing Mix Strategy<br />Part 2:<br />Steps 6 to 10<br />16<br />
6a. Meat Product Processing Industry remains to be one of the biggest industry in the country<br />
6b. Mekeni Meat Products caters to the similar line of business with concentration on the provinces. Known to be  a “AAA” ...
Variety of Processed Meat Products
Low priced
Available in different sizes and variants( regular, jumbo, cheese dog, chicken)
Different package size: 1 kg, 2.5kg bundle pack, retail disposal, 500kg
“AAA”marking
ISO Accredited</li></li></ul><li>7. Price War<br />145.00/kg<br />165.00/kg<br />137.00/kg<br />
8a. Promotional Activities<br /><ul><li> Mobile Announcements
Radio and TV Ads
Jingles
Free Food Taste in Supermarkets
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MP of MFPH 2A G2

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MP of MFPH 2A G2

  1. 1. 10 STEP Marketing Plan for Mekeni Food Product<br />1<br />
  2. 2. 5 Steps for Part 1 (PTM and Positioning)<br />Mekeni’s PTM are meat product lovers (especially hotdogs) from the B,C ,D, E Market<br />Who likes easy to prepare food during parties or even meals to be served especially to children and adults alike<br />With Choices that varies from highly competent companies like Purefoods (Hormel +SMC Food Corp), CDO, other local producers like Pampanga’s Best etc<br />Gap is focused on good pricing scheme for B,C, D to E consumers without sacrificing taste and quality<br />In a Philippine population that is roughly 90 million and a potential market of roughly 27 B Pesos.<br />http://www.thepigsite.com/articles/2164/philippine-pork-market-2008<br />
  3. 3. 5 Steps for Part 2(Marketing Mix & Strategy)<br />Hotdogs, tocino, Patties and other meat products<br />Is 10-20 % price difference lower than the premium brands<br />Uses local tv and print ads, radio commercial, mobile announcers <br />Is distributed nationwide with more penetration on the provincial areas<br />Uses a low price approach to win<br />
  4. 4. Positioning to the Primary Target Market<br />Part 1:<br />Steps 1 to 5<br />4<br />
  5. 5. 1.Mekeni’s primary target market (PTM) are the working class Mom’s <br />Demographics (18-45yo, M/F, with children ranging from 3-12, class B,C,D and E, usually from local provinces)<br />Lifestyle (low income or working class who choose to buy from nearby groceries, sari-sari stores or wet markets)<br />Behavior (opts to buy more in retail rather than bundle packs, concerned with budget, taste and availability of product)<br />
  6. 6. Food esp. for the young <br />
  7. 7. 2. My PTM’s NWE<br />Moms’ both young and old, set high priorities on feeding their young. During the formidable years of 3-12, children are most concerned on growing socially by having friends and playmates, but also require nourishment for their rapid growth.<br />With their limited and usually bland taste preference, being one of their favorite and easy to prepare meals, Hotdogs remain to be Moms’ number one choice to serve during breakfast or as other meal replacements for their kids.<br />
  8. 8. 3a. Mekeni has a lot of formidable Competitors<br />Direct: San Miguel Food Products, Swift Foods, Bibbo hotdog, Pampanga’s Best, other Local meat product processors (Ghie and Rica, Ariel meat products )<br />Indirect: Canned Meat Products like: Sausages, Spam, Corned Beef, etc<br />Variables: Price, product availability, promotion<br />
  9. 9. Mekeni vs Competitors<br />Price vs Consumer Bracket<br />Tender Juicy, Swift Mighty Meaty <br />Bibbo Hotdog<br />Pampanga’s Best<br />Mekeni’s Picnic<br />
  10. 10. Distribution and Availability of Product<br />Competitors are available in all of the markets nationwide.<br />
  11. 11. 4. Mekeni positions strongly on low cost markets catering mostly to the provincial areas<br />Mekeni’s marketing opportunity is on increasing availability on a bigger market<br />Options available in more groceries and supermarket in the metro’s<br />Identify more distributing channels on provinces<br />More promotional ads both on print and commercial<br />
  12. 12. 5a. Based on DTI data, the Meat Preparation industry amounts to about P 32.4 B<br />The Philippine Processed Food Industry <br />Meat preparationsIn 2000, household spending on canned and uncanned meat preparations amounted to P32.4 billion (NSO-FIES). Uncanned meat (longanisa, tocino, chorizo, hotdog, tapa, etc.) accounted for about 70% of this amount, with the rest accounted for by canned meats (corned beef, luncheon meat, meat loaf, Vienna sausage, etc.). The meat processing industry is expected to benefit from increased consumer spending and the expansion of the fast-food industry. San Miguel Purefoods Corp. is the top meat processor in the country accounting for more than half of the processed meat market. Swift Foods, Inc. is a far second with around 30%. Other players are Pacific Meat Company Inc., Virginia Foods, etc. These players cater mainly to the household sector and, to a lesser extent, the institutional markets. <br />http://itdibiz.com/ecatalog/index.php?option=com_content&task=view&id=85&Itemid=128&limit=1&limitstart=1<br />
  13. 13. 5b. Current Market Share on the Hotdog Industry<br />Pure Foods (SMC), which controls 66 % of the hot dog market and 20% of the canned goods sector, said its net income grew sixfold to P872 million from P143 million, and after revenues went up 2 percent to P18.2 billion from P17.8 billion<br />Swift Foods Inc holds 22 %the market share of processed meats. <br />More or less about 10-12 % is covered by other local players like, CDO (Bibbo Hotdog) Pampanga’s Best ( first in the market on Local production ) and Mekeni Food Corp both of which are breaking through at a national coverage<br />10http://www.manilastandardtoday.com/insideNews.htm?f=2010/may/15/news5.isx&d=2010/may/15<br />
  14. 14. 5c. Consumer data indicates a market size consumption of about P 98 Billion worth<br />Each Filipino consumes an average of seven kilos of hotdogs, corned beef and other processed meat products annually, according to a study by the Philippine Association of Meat Processors of the Philippines, Inc. (PAMPI). CDO is a member of PAMPI<br />85 M X 7 kg X P165 ( Tender Juicy retail Price /kg)<br />Total Sales Projection of : P 98,175,000,000<br />Legend:<br />0-14 – 35 % of Population<br />15- 64 – 60 % of population<br />http://en.wikipedia.org/wiki/Demographics_of_the_Philippines<br />http://www.philstar.com/Article.aspx?articleid=479791<br />
  15. 15. 5. Concluded that the Total Potential Market of processed food business is approximately P 27 B revenue per annum<br />Competitor data= P 18 B (SMC) <br />Company data = P 800 Million <br />Usage data = P 98 B<br />http://sanmiguelpurefoods.com/www/SiteFiles/File/SMPF%20AR09.pdf<br />https://news.reportlinker.com/n01188424/Mekeni-aims-for-higher-sales.html<br />
  16. 16. The Marketing Mix Strategy<br />Part 2:<br />Steps 6 to 10<br />16<br />
  17. 17. 6a. Meat Product Processing Industry remains to be one of the biggest industry in the country<br />
  18. 18. 6b. Mekeni Meat Products caters to the similar line of business with concentration on the provinces. Known to be a “AAA” and ISO accredited company.<br /><ul><li>Vacuum Sealed Packaging
  19. 19. Variety of Processed Meat Products
  20. 20. Low priced
  21. 21. Available in different sizes and variants( regular, jumbo, cheese dog, chicken)
  22. 22. Different package size: 1 kg, 2.5kg bundle pack, retail disposal, 500kg
  23. 23. “AAA”marking
  24. 24. ISO Accredited</li></li></ul><li>7. Price War<br />145.00/kg<br />165.00/kg<br />137.00/kg<br />
  25. 25. 8a. Promotional Activities<br /><ul><li> Mobile Announcements
  26. 26. Radio and TV Ads
  27. 27. Jingles
  28. 28. Free Food Taste in Supermarkets
  29. 29. Direct Selling
  30. 30. Dealership
  31. 31. Event Sponsorship</li></ul> ( Concerts, Open Houses, Showrooms )<br />http://aurengalang.blogspot.com/2010/06/my-mekeni-picnic-ads.html<br />
  32. 32. 8b. Competitor’s promotions<br />Celebrity Endorsers!<br />Catchy Product Slogans!<br />CSR and SPONSORSHIPS!<br />Events! Events! Events<br />Print Ads and Commercials!<br />http://aurengalang.blogspot.com/2010/06/puref00ds-tender-jucy-h0td0gs.html<br />
  33. 33. Other Brands<br />http://aurengalang.blogspot.com/2010/06/funny-hotdog-commercial.html<br />
  34. 34. 9. Place of Distribution<br />Supermarkets, sari-sari stores<br />Wet markets <br />Widely distributed in REGION 3 and nearby provinces<br />Has Started to export products on major cities in US, Canada and Parts of Middle East<br />Method of delivery: dealership, Direct Selling,Wet and Dry Markets<br />
  35. 35. 9. Mekeni is distributed Nationwide via dealership, distribution to local markets , and groceries<br />Supermarkets, sari-sari stores, convenience outlets, drugstores, market stalls<br />Nationwide<br />Pick-up by customers<br />Cash and Consignments<br />Dealership<br />
  36. 36. 10. What is the generic winning strategy?<br />Low Cost Producer<br />Supply and Distribution Leverage<br />Differentiation<br />Niche<br />
  37. 37. SUMMARY<br />Mekeni’s Marketing Strategy<br />26<br />
  38. 38. 5 Steps for Part 1 (PTM and Positioning)<br />Mekeni’s PTM are meat product lovers (especially hotdogs) from the B,C ,D, E Market<br />Who likes easy to prepare food during parties or even meals to be served especially to children and adults alike<br />With Choices that varies from highly competent companies like Purefoods (Hormel +SMC Food Corp), CDO, other local producers like Pampanga’s Best etc<br />Gap is focused on good pricing scheme for B,C, D to E consumers without sacrificing taste and quality<br />In a Philippine population that is roughly 90 million and a potential market of roughly 27 B Pesos.<br />http://www.thepigsite.com/articles/2164/philippine-pork-market-2008<br />
  39. 39. 5 Steps for Part 2(Marketing Mix & Strategy)<br />Hotdogs, tocino, Patties and other meat products<br />Is 10-20 % price difference lower than the premium brands<br />Uses local tv and print ads, radio commercial, mobile announcers <br />Is distributed nationwide with more penetration on the provincial areas<br />Uses a low price approach to win<br />

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