Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Century tuna

3,658 views

Published on

  • Be the first to comment

  • Be the first to like this

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 you can eat<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. Print-ad<br />YES! Magazine. July 2009<br />
  5. 5. 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 />
  6. 6. 2. My PTM’s NWE<br />Needs from Maslow’s hierarchy<br />Wants determine choice<br />Expectations from the product<br />
  7. 7. 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 />
  8. 8. 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 />
  9. 9. 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 />
  10. 10. 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 />
  11. 11. 3b. Competitive Position Map<br />
  12. 12. 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 />
  13. 13. 5. Market Size<br />Not available in the print-ad<br />
  14. 14. The Marketing Mix Strategy<br />Part 2: Steps 6 to 10<br />
  15. 15. 6a. Photo of Product<br />
  16. 16. 6a. Photo of Product<br />
  17. 17. 6a. Photo of Direct Competitors<br />
  18. 18. 6a. Photo of Indirect Competitors<br />
  19. 19. 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 />
  20. 20. 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 />
  21. 21. 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 />
  22. 22. 8b. Competitor Promo<br />Print-ads, commercials<br />Celebrity endorsers<br />
  23. 23. 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 />
  24. 24. 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 />
  25. 25. SUMMARY<br />
  26. 26. 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 />
  27. 27. 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 />
  28. 28. 10 Step Marketing Plan forCentury Tuna<br />

×