Century tuna

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Century tuna

  1. 1. 10 Step Marketing Plan forCentury Tuna<br />Carla A. Azucena<br />January 2011<br />
  2. 2. 5 Steps for Part 1(PTM and Positioning)<br />Century tuna PTM are hard-working, image-conscious, casual health buffs <br />Who want to feel and look good<br />Can choose topical and oral skin care products and other canned tuna <br />Gap is all other brands focus on either skin care or a healthy body<br />The market size is not available.<br />
  3. 3. 5 Steps for Part 2(PTM and Positioning)<br />Century tuna is a skin care product in the form of a healthy food item<br />Is 20% premium<br />Uses TV, celebrity endorsers, fun-runs (events), and fitness centers<br />Is distributed in key areas<br />Uses a niche approach to win<br />
  4. 4. 1. Primary Target Market<br />Demographics(20-40, M<F, socio-economic class AB and some C, living in urban areas)<br />Lifestyle (busy, hard-working, higher educational status, casual health buff) <br />Behavior (non-athletic, image-conscious)<br />
  5. 5. 2. My PTM’s NWE<br />Needs from Maslow’s hierarchy<br />Wants determine choice<br />Expectations from the product<br />
  6. 6. 2. My PTM’s NWE<br />I achieve self-actualization when I look, feel, and am healthy<br />I want to be beautiful and inside and outside<br />I want to love the body I am in and have people notice it<br />I want to eat and not feel guilty<br />I need to eat healthful food<br />
  7. 7. 2. My PTM’s NWE<br />Hard-working adults need to be appreciated, self esteem, self-actualization<br />They choose century tuna over other skin care products because of skin care promises, nutrition, healthy body<br />They expect to be beautiful inside and outside<br />
  8. 8. 3. Competition<br />Direct: Facial cleansers/toners (e.g. Eskinol, Clean and Clear)<br />Indirect: Glutathione, Vitamin supplements (e.g. Myra E), canned tuna products: San Marino Tuna, 555<br />
  9. 9. 3b. Competitive Position Map<br />Eskinol<br />Clean and Clear<br />Myra E<br />Century Tuna<br />Glutathione<br />555<br />San Marino Tuna<br />
  10. 10. 3b. Competitive Position Map<br />
  11. 11. 4. Gap between customers and competition<br />Century tuna is the only brand<br />That provides a healthy body and good skin<br />That keeps the skin young and fresh looking<br />For hard-working, image-conscious, casual health buffs<br />Who want to feel beautiful inside and outside<br />No other brand has a similar position<br />Others focus on either skin care or a healthy body<br />
  12. 12. 5. Market Size<br />Not available in the print-ad<br />
  13. 13. The Marketing Mix Strategy<br />Part 2: Steps 6 to 10<br />
  14. 14. 6a. Photo of Product<br />
  15. 15. 6a. Photo of Product<br />
  16. 16. 6a. Photo of Direct Competitors<br />
  17. 17. 6a. Photo of Indirect Competitors<br />
  18. 18. 6b. Product Description<br />Canned tuna<br />Has a very high level of Omega-3 <br />Which reduces the body’s production of inflammatory compounds<br />Prevents collagen breakdown<br />keeps the skin young and fresh-looking<br />Healthy addition to the diet<br />
  19. 19. 7. Prices<br />Century tuna plain (180g) P25.75<br />Century tuna Adobo (180g) P21.70<br />Century tuna hot & spicy (180g)P25.75<br />Century tuna (100g) P16.20<br />20% premium compared to facial toners (no. of products consumed/week)<br />10% premium compared to other tuna products<br />
  20. 20. 8a. Promo<br />Promote through TV and print-ads<br />Get celebrity endorsers<br />Sponsor fun runs and fitness activities<br />Set-up kiosks in fitness centers <br />Offer discounts, give free samples, and recipe booklets<br />
  21. 21. 8b. Competitor Promo<br />Print-ads, commercials<br />Celebrity endorsers<br />
  22. 22. 9. Place<br />Supermarkets, sari-sari stores, convenience outlets, fitness centers<br />Key areas (urban areas)<br />Pick-up by customers<br />Cash and credit transaction<br />
  23. 23. 10. Winning Generic Strategy<br />Century Tuna’s main strategy is to dominate a new market segment of hard-working, busy hard-working adults who want to be beautiful inside and outside.<br />
  24. 24. SUMMARY<br />
  25. 25. 5 Steps for Part 1(PTM and Positioning)<br />Century tuna PTM are hard-working, image-conscious, casual health buffs <br />Who want to feel and look good<br />Can choose topical and oral skin care products and other canned tuna <br />Gap is all other brands focus on either skin care or a healthy body<br />The market size is not available.<br />
  26. 26. 5 Steps for Part 2(PTM and Positioning)<br />Century tuna is a skin care product in the form of a healthy food item<br />Is 20% premium<br />Uses TV, celebrity endorsers, fun-runs (events), and fitness centers<br />Is distributed in key areas<br />Uses a niche approach to win<br />
  27. 27. 10 Step Marketing Plan forCentury Tuna<br />

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