>GROWING UP WITH CHERIFER A ‘TANGKAD SAGAD’ MARKETING PLAN
>GOOD DAY! AS PART OF OUR FINAL OUTPUT IN MARKETING CLASS WE WILL BE PRESENTING CHERIFERS MARKETING STRATEGY IN ACHIEVING FULL GROWTH POTENTIAL
>THIS IS GROUP 1 OF V84 HYPERMARKETING CLASS OF THE ATENEO GRADUATE SCHOOL OF BUSINESS
>COMPSED OF ELAINE GRANDE
>MICHAEL JAMIANA
>FREDERICK OCAMPO
>AND ROBBIE JUN REYES
TO LAY THE FOUNDATIONS FOR CHERIFER’S PLAN FOR MARKET GROWTH HERE IS THE OUTLINE:
THE PRIMARY TARGET MARKET OF CHERIFER ARE ABC FAMILIES WITH CHILDREN AGED 3-10 YEARS OLD TAKING FOOD SUPPLEMENTS
THESE FAMILIES ASSOCIATE HEIGHT WITH SUCCESS
PRESENTLY, THE CHOICES ARE FOOD SUPPLEMENTS THAT ALSO OFFER CHLORELLA GROWTH FACTOR
THE UNIQUE SELLING PROPOSITION OF CHERIFER IS TANGKAD SAGAD TO HELP ACHIEVE MAXIMUM GROWTH
CHERIFER POSITIONS ITSELF TO FAMILIES WITH FAST GROWING CHILDREN BETWEEN 3-10Y/O
THE PESO MARKET SHARE OF CHERIFER IS13% MARKET SHARE VALUE, SECOND IN ALL PEDIATRIC CONSUMER HEALTH PRODUCTS
CHERIFER’S PRODUCT STRATEGY IS THRU CO-BRANDING AND HAVING A CONTINUOUS PRODUCT LINE
THE PRICE STRATEGY IS THROUGH VALUE PRICING, PLACING ITS CONSUMER PRICE AT THE MIDDLE OF COMPETITORS
CHERIFER USES indirect MARKETING channel TO REACH MORE CONSUMERS
PROMOTION STRATEGY USES THE 8 MODES OF COMMUNICATION TO REACH ITS TARGET MARKET
ALSO, WE WILL LOOK IN TO THE CURRENT RESPONSE OF CHERIFER WITH REGARDS TO THE PANDEMIC HAPPENING NOW
LASTLY, WE WILL LOOK AT THE PANALO WINNING STRATEGY OF CHERIFER THROUGH MARKET LEADERSHIP AND PRODUCT DIFFERENTIATION
WHO ARE THE PRIMARY TARGET MARKET?
THESE ARE FAMILIES BELONGING TO THE ABC SOCIOECONOMIC CLASS WITH CHILDREN AGED 3-10 YEARS
WHO TAKES MULTIVITAMINS
THAT THEY CAN AFFORD
THESE FAMILIES BELIEVE THAT HEIGHT IS MIGHT
AND THAT IT CAN BE ENHANCED
FOR THEM FOOD SUPPLEMENTS ARE ESSENTIAL AND SHOULD BE EASILY ADMINISTERED
FILIPINOS BEING THE SECOND SHORTEST IN SOUTHEAST ASIA
CAN BE CHALLENGING
ESPECIALLY WITH THE ASSOCIATION OF BEING TALL WITH SUCCESS
AND WITH SOME CAREERS HAVING HEIGHT REQUIREMENTS
ADD TO THESE THE FILIPINO’S PASSION FOR
BASKETBALL AND
BEAUTY PAGEANTS, THESE FAMILIES SEEK WAYS TO INCREASE THE HEIGHT OF THEIR CHILDREN
11. 9. 2021
11. 9. 2021
WITH THE GROWING MARKET IN HEIGHT ENHANCING SUPPLEMENTS,
CHERIFER’S UNIQUE SELLING PROPOSITION IS “GROW UP WITH CHERIFER: TANGKAD SAGAD.
AS ONE OF THE FIRST TO ADD CGF TO ITS FORMULATION IN ADDITION TO TAURINE AND LYSINE
CHERIFER PROVIDES NUTRIENTS FOR BODY CELL, PROMOTING WEIGHT GAIN AND
MAXIMIZING GROWTH POTENTIAL
11. 9. 2021
LOOKING AT THE SALES OF PEDIATRIC CONSUMER HEALTH PRODUCTS FROM THE EUROMONITOR INTERNATIONAL
> VITAMINS AND SUPPLEMENTS, WHERE CHERIFER BELONGS, HAVE THE HIGHEST SALES VALUE AT 7,691 FOR 2021
LOOKING AT INDIVIDUAL BRANDS, CHERIFER IS RANKED AT
13.6% VALUE ON PEDIATRIC CONSUMER HEALTH,
SECOND ONLY TO TEMPRA IN THE YEAR 2020
ITS COMPETITON GROWEE IS RANKED 9TH
WHILE PROPAN TLC IS UNRANKED, THIS SHOWS THAT CHERIFER IS A MARKET LEADER, ITS MARKETING STRATEGY SHOULD BE TO MAINTAIN MARKET LEADERSHIP
FOR CHERIFER’S MARKETING MIX,
PRODUCT STRATEGY INVOLVES PRODUCT CO-BRANDING
LAUNCHING THE “MY GROWING PARTNER”, CHERIFER WAS CO-BRANDED WITH THE COMPANY’S PEDZINC+C
THESE PROMOTE GROWTH AND INCREASED IMMUNITY IN CHILDREN
CHERIFER ALSO USES A CONTINUOUS PRODUCT LINE
WITH THE SLOGAN “GROW UP WITH CHERIFER
THROUGH THIS CHERIFER IS ASSURED TO BE USED EVEN AS CHILDREN GROW
FOR THE PRICE STRATEGY
CHERIFER’S PRICING OBJECTIVE IS MAXIMUM MARKET SHARE
WHILE FOR GROWEE ITS PRODUCT QUALITY LEADERSHIP
AND MAXIMUM CURRENT PROFIT FOR PROPAN TLC
CHERIFER’S PRICING METHOD IS VALUE PRICING
WHILE THE COMPETITORS USE GOING RATE PRICING AND
PERCEIVED VALUE PRICING
CHERIFER IS PRICED LOWER THAN PROPAN AND HIGHER THAN GROWEE WITH ITS 120ML SYRUP
FOR THE PLACE STRATEGY CHERIFER EMPLOYS THE indirect MARKETING CHANNEL STRATEGY
WITH B2B AND B2C CHANNEL IN ORDER TO REACH MORE CONSUMERS
CHERIFER IS SOLD
IN EVERY MAJOR AND SMALL PHARMACIES
NATIONWIDE
CHERIFER IS AVAILABLE IN
> RETAILERS NATIONWIDE
>WHETHER MAJOR OR SMALL
> INTENSIVE RETAILER STRATEGY IS USED IN ORDER TO REACH AS MANY CONSUMERS AS POSSIBLE
FOR CHERIFER’S PROMOTION STRATEGY
The design and placement of CHERIFER's ads in
MAGAZINES
televisions, AND
newspaperS help the brand reach its target audience, whether it be a niche market or the general public. By leveraging the data of demographics, the company is able to strategically place the brand in the right place at the right time, in front of the right audience
WITH 73 million
Facebook users in THE Philippines LAST January 2020, WHICH ACCOUNTS for 65.1% of THE entire population.
CHERIFER TAKES ADVANTAGE OF THE BRAND EXPOSURE IT PROVIDES
WITH ITS Page HAVING
65K LIKES
CHERIFER uses the video platform IN YOUTUBE
to reach millenial parents in place of TV Ads IN THEIR OWN YOUTUBE CHANNEL
The BRAND's Youtube site has 20K subscribers
with most of its shared content having an average of about HALF A Million Views
> Sponsorship offers sustained exposure for the brand, a necessary condition for reinforcing brand salience.
IT Also improveS perceptions that the company is likable and prestigious.
The Yearly Pediatric Event
HELD AT PICC MANILA
gives CHERIFER the necessary REINFORCEMENT IN its BRAND
among Doctors who prescribe them.
GROWEE’S
Digital footprint is LOW in FACEBOOK with only 8THOUSAND LIKES compared to Cherifer's 65K,
ASIDE FROM THIS, they don't have their separate YouTube channel UPLOIDING OFFICIAL VIDEO CONTENT ONLY THROUGH THE UNILAB CHANNEL,
THIS PRESENTS MISSED OPPORTUNITIES IN ENGAGING CONSUMERS DIRECTLY
Propan TLC’s
digital footprint is bigger than the two with over
237K FACEBOOK LIKES .
They have their own YouTube CHANNEL
but with only 2,300 subscribers
WITH DECREASE MOBILITY OF CONSUMERS DUE TO THE PANDEMIC CHERIFER SHOULD ADJUST SOME OF ITS STRATEGY:
With the INCREASING popularity of ONLINE Reviews and Unboxing Videos,
CHERIFER should tap more the so-called
Market Influencers,
common people who usually express their insights & opinion about an ISSUE or PRODUCT that affects decision making process of consumers.
With Most Social Events
going Virtual, it is but appropriate for the CHERIFER Brand
to be present in such Major Gatherings for Pediatrician. Consistency is important in the Medical Field, and with
Cherifer being actively seen despite it being virtual gives the brand an ADVANTAGE.
Growee
AND …
Propan TLC, unfortunately, opted not to sponsor the recently concluded Annual Virtual Doctor's Convention, letting them miss the opportunity to be visible despite the Pandemic
The pandemic has affected the way we shop for food and medicine.
LOOKING AT POPULAR ONLINE STORE SUCH AS LAZADA AND SHOPEE, CHERIFER
LIKE PROPAN TLC IS BEING SOLD BY THIRD PARTY CONSUMERS/RESELLERS
Cherifer should create an official store, LIKE THAT OF GROWEE, in these online markets TO GIVE CONSUMERS A SENSE OF SECURITY AND SAFETY ON THE CHERIFER PRODUCTS THEY BUY.
LASTLY
Taking ADVANTAGE OF CHERIFER's Over-the-Counter status and with the limited movement of people.
Accesibility and convenience can be an important factor for a SALE to happen.
CHERIFER CAN PLACE THEIR PRODUCTS IN THESE CONVENIENCE STORE TO REACH MORE MARKET
FINALLY CHERIFER’S PANALO WINNING STRATEGY
>BASE ON EUROMONITOR INCORPORATED, CHERIFER IS THE LEADING BRAND AMONG ITS COMPETITORS, THUS CHERIFER SHOULD MAINTAIN IT MARKET SHARE LEADERSHIP
>THROUGH AGGRESSIVE ADVERTISING IN SOCIAL MEDIA TO RETAIN ITS PRIMARY TARGET MARKET
>WITH MORE EMPHASIS ON ITS WINNING USP OF “TANGKAD SAGAD”
TADDITIONALY TO MAINTAIN LEADERSHIP, CHERIFER SHOULD CONTINUE TO TO BE VISIBLE IN MAJOR SPONSORHIP EVENTS SO AS TO GIVE ITS BRAND MORE MILEAGE AHEAD OF COMPETITION
ANOTHER WINNING STRATEGY FOR CHERIFER IS PRODUCT DIFFERENTIATION
WITH IMPROVEMENT IN LABEL COLORS
TO SYMBOLIZE PRODUCT ENERGY AND VIBRANCE.
WITH REGARDS TO PRICE STRATEGY
WITH THE LOWEST PRICED PRODUCT BEING ASSOCIATED WITH LOW QUALITY,
CHERIFER’S PRICE IS NOT TOO LOW AND NOT TOO HIGH
THE LAST WINNING STRATEGY OF CHERIFER IS MAINTAINING CONSUMER LOYALTY
BY GIVING THEM STEP UP PRODUCT AS THEY GROW INTO ADULTHOOD
IN SUMMARY WE HAVE DISCUSSED CHERIFER’S PRIMARY TARGET MARKET AS FAMILIES WITH CHILDREN TAKING VITAMINS
WHERE HEIGHT IS ASSOCIATED WITH SUCCESS.
WE PRESENTED THE DIFFERENT COMPETITORS OF OUR PRODUCT AND DISCUSSED THE UNIQUE SELLING PROPOSITION OF CHERIFER OF TANGKAD SAGAD THAT IS IMPORTANT FOR GROWING CHILDREN
BECAUSE OF THESE CHERIFER IS AMONG THE TOP MARKET IN PEDIATRIC CONSUMER HEALTH BY
EMPLOYING EFFECTIVE MARKETING MIX STRATEGY
FOR product STRATEGY co-BRANDING IS EMPLOYED, WITH STRATEGIC PRICING AMONG COMPETITORS, AND EFFECTIVE PLACE AND PROMOTION TO REACH CONSUMERS EFFECTIVELY
WE ALSO ENUMERATED THE PANDEMIC RESPONSE PROPOSAL FOR THE BRAND DURING THIS THESE TIMES.
FINALLY, WE HAVE ENUMERATED THE PANALO WINNING STRATEGY OF CHERIFER SHOWING WHY IT IS A MARKET SHARE LEADER
ONCE AGAIN THESE IS GROUP 1
FOR CHERIFER’S TANGKAD SAGAD MARKETING PLAN PRESENTATION
