Requirement for MarkMan

1. 1
10 STEP
Marketing Plan for
GourMED
Katrina Mae G. Lee
08-22-15

2. 1. Primary Target Market
 Males and females 18-40 years of age
 Class A-B
 Single
 Fast-paced lifestyles
 With special nutritional needs or would
like to eat healthier controlled meals

3. 2. My PTM’s NWD
Needs from Maslow’s hierarchy
Wants determine choice
Demands for them to buy the product
Note: There may be multiple answers for needs, wants demands. Of these answers,
underline and use bold font for the best answers. See examples that follow

4. My PTM needs
4
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th
ed, Philip Kotler

5. 2. PTM’s needs, wants &
demands
Needs: Self-development, status and recognition, sense
of belonging, food
Wants: Accessibility, price, delicious and healthy food
Demands: Food for special health needs, Discounts and
perks from other organic and healthy establishments

6. 3a. Direct and indirect
products that address my
PTM’s NWD
 Calorie count food deliveries
 Sexy Chef
 Fit Food Manila
 Healthy/organic restaurants
 Earth Kitchen
 The Wholesome Table
 Price, quality, sense of entitlement

7. 3b. Create 2 Positioning Maps
1st
Map: 2 x 2 Matrix showing the 2 Most Critical
Variables for Consumer choice
This 1st
Map should allow differentiation/ non-
clustering of the direct competitors
Example: Price vs. Age
Size of bubbles= represent relative market shares
of the brands
2nd
Map: Functional Benefit vs. Brands/ Variants

8. Benefit Positioning
Functional benefit Fit food Manila Plan:Eat The Sexy
Chef
GourMed
Delicious food
Healthy food
Delivery service
Affordability
Unlimited slots per week
Calorie options
Online and phone reservations
Offers variety of payment methods
Special medical/nutritional needs
Partnerships with companies
promoting healthy lifestyles
(membership card)

9. 4. Identify the gap between
customers and competition
 Where is the marketing opportunity?
 Creating meal plans for those with specific
medical and nutritional needs
 Partnerships with companies which promote
healthy lifestyles (gyms, restaurants)

10. 5. Market Size
1. Competitor data= 150,000php
2. Company data = 200,000php
3. Customer Usage data = 100,000php
*Estimates

11. 6a. Photo of product category

12. 6a. Product Competitor

13. 6b. Product Description
 Packed food in plastic microwavable
containers
 Delivered in a brown paper bag

14. 6b. Product Description
• Comes with a membership
card on the 3rd
order
• Discounts in gyms, healthy
and organic restaurants

15. 7. Price
Fit food Manila Plan:Eat The Sexy Chef GourMed
Starts at
Php/week
1850php 1200php 1500php 1800php
Delivery
charge/day
50-80php Free Free Free
Total/wk 1900-1930php 1200php 1500php 1800php
Notes Inclusive of
membership
benefits in
partner
companies +
diet
modifications

16. 8a. Product Promotions
1. Word of mouth
2. Interactive marketing
3. Advertising
4. Events and experiences

17. 8a. Samples of Promo
• Flyers for condominium dwellers, school
fairs, hospital nutrition centers
• Instagram account

18. 8b. Competitor promo

19. 8b. Competitor promo

20. 9. Place
 Where is your product available?
 2 Main Branches: Makati and Ortigas
 Delivery system: motorcycles and small
vans

21. 10. Generic winning strategy?
 Differentiation
 Specific medical and nutritional needs
 Added perks of membership in restaurants
supporting the same kind of healthy
lifestyle
 Niche
 Targets markets which are health-
conscious