1. The 10 Step Marketing Plan
(Free Downloadable Template)
2011 Edition
Prof. Remigio Joseph De Ungria, MBA, CDM
Ateneo Graduate School of Business
** The Illustrated and Annotated Guide to this Template
Can be found at www.hypermarketing2.com. Just search for
“10 step marketing plan” in the search box on the right side.
3. Disclaimer
This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
4. Steps 1 to 5
Summary headline of your
PTM and market
1. Primary Target: Ages 21 – 35
2. People who like to drink but never really liked the
taste of beer
3. Tanduay Ice, Antonov Ice, San Miguel Non
Flavored Beer
4. No other beer that doesn’t taste “bitter”
5. Philippine beer sales volume was at 16.5 million
hectoliters
5. Steps 6 to 10
Summary headline of the
marketing mix & strategy
6. San Miguel Flavored Beer taste like beer but
without the “bitter” taste
7. Price is cheaper than other flavored beer
8. Uses television, radio, billboards, prints, internet
and events
9. Mostly available in Convenient, Super Market, Bars
10. Uses Differentiation
6. 1. For Socialites who drinks but
doesn’t like the Bitter Taste of
Beer
Demographics (21-35 years old, who
likes to drink and socialize
Social Beings
Consumes drink during parties, get
together, social events, etc
7. 2. My PTM’s NWD
I’m drinking something acceptable
I need to drink something to belong
8. 2. PTM’s needs, wants &
demands
Needs: Every social drinker needs a drink
Wants: A beer that doesn’t have the “bitter” taste of
beer
Demands: A beer that’s affordable and available
anywhere
9. 3a. A new Drink is Born
Direct – Tanduay Ice, Antonov Ice, San
Mig Light, Gilbey’s Premium
Indirect – Mixed Drinks, Wine
Variables – Price, Availability, Taste /
Flavor
10. 3b. SMB Flavored Beer
Created a space in the Market
Price/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs up
Age
Matrix Imported
High Gilbey’s
Beer
Wine
Premium
price Tanduay Ice
Antonov Ice Cocktails
Low SMB
Light/Pale
Price
SMB
Flavored Beer
11. SMB Flavored Beer positioned itself with the
People who like to drink beer but doesn’t like
the Bitter Taste
SMB
Flavored SMB Light / Imported Gilbey's Tanduay Antonov
Beer Pale Beer Premium Ice Ice Wine Cocktails
Original "Beer" Taste
Less "Bitter" Taste
Less Alcohol Content & Less
Calories
High Availability
Cheap
12. 4. Identify the gap between
customers and competition
People who like to drink but doesn’t like
the “bitter” taste of beer
Cocktail Drinks or Imported Beers are
usually Expensive and doesn’t taste like
beer anymore
13. 5a. Estimate the market size
using competitor data
1. 60.2 percent, with the brands generally
priced 25-35 percent above economy
brands, its retail selling price of a 330 ml
bottle between P20 to P23
14. 5b. Estimate the market size
using company data
1. San Miguel Brewery Inc. (SMB) is the largest producer of beer
in the Philippines, with a total market share of approximately
more than 95% in 2008
15. 5c. Estimate the market size
using customer data
Filipinos were reported to have consumed
about 1.25 billion litres of beer
(equivalent to 3.9 billion of beer
bottles)
16. 5. Decide on market size in
pesos, not in number of
people
1. Competitor data=P6.86 billion
2. Company data = P36.9 billion
3. Customer Usage data = 21 percent of
Filipinos are regular alcoholic
beverage drinkers
19. 6b. Product Description
The beer bottle is like the normal San Mig
Light, but with a different label. It’s a
330ML bottle with a 3% alcohol and
less calories.
20. 7. Price
San Miguel Flavored Beer is priced the same
with San Mig Light @ Php 27.00 per bottle
It is 10% more expensive than the regular
drinks ordered by women (Tanduay Ice Php
24.00)
They priced the drink same with San Mig
Light in order to get markets not penetrated
by San Mig Light
21. 8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use
22. 8a. Your products
Promotions
http://www.youtube.com/watch?v=kBrK5D3hVjo
24. 9. Place
Where is your product available?
Supermarkets, sari-sari stores, convenience
outlets, bars, restaurants
The Company has five breweries strategically
located across the Philippines and a highly
developed distribution system serving
approximately 471,000 retail outlets
Method of delivery is traditional to distributors or
retailers
25. 10. What is the generic
winning strategy?
Differentiation
- SMB Flavored Beer let’s you fully enjoy
the taste of a beer without the bitter
taste.
Supply and Differentiation Leverage
- Leveraging on the Current San Miguel
Advanced Distribution Channels
28. Steps 1 to 5
Summary headline of your
PTM and market
1. People Ages (21-35 Years Old)
2. Who loves to drink beer but hates the
“bitter” taste of Beer
3. Tanduay Ice, Imported Beers, Cocktails,
Wine
4. Cheap Beer that doesn’t taste “bitter”
5. Philippine beer sales volume was at 16.5
million hectoliters
29. Steps 6 to 10
Summary headline of the
marketing mix & strategy
6. SMB taste like beer without the “bitter”
taste with less alcohol and calories.
7. Price is same or 10% higher that
competitors
8. Uses television, Print Ads, Radio, Billboards
9. Everywhere
10. Differentiation and Leveraging on Advanced
Distribution Channels
