V47 10 step product marketing plan tolentino


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V47 10 step product marketing plan tolentino

  1. 1. 10 STEP Marketing Plan for San Mig Light Michael B. Tolentino February 2010
  2. 2. 5 Steps for Part 1 (PTM and Positioning) <ul><li>San Mig Light’s PTM are “young professionals and young legal age drinkers” </li></ul><ul><li>Who wants to drink beer with full flavor and less calories </li></ul><ul><li>Can choose Pale Pilsen, Red Horse, Colt 45, Beer na Beer, Lone Star Light, Coors Light, Cerveza Negra </li></ul>
  3. 3. 5 Steps for Part 1 (PTM and Positioning) <ul><li>Gap is other brands focus on nutritional values of drinking beer </li></ul><ul><li>The market size is P 95 Billion </li></ul>
  4. 4. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>San Mig Light 330 ml bottle </li></ul><ul><li>Is low priced </li></ul><ul><li>Uses tv, print and radio ads, events, internet, and beer buckets </li></ul><ul><li>Is distributed in key cities nationwide </li></ul><ul><li>Uses the supply and distribution leverage to win </li></ul>
  5. 5. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  6. 6. 1.My primary target market (PTM) is.. <ul><li>Demographics (18 -29, M/F, social class ABC, single and married) </li></ul><ul><li>Lifestyle (study and working) </li></ul><ul><li>Behavior (330 ml, 2 bottles, daily, unwind, more beers to drink) </li></ul>
  7. 7. 2. My PTM’s Needs, Wants, and Expectations… <ul><li>Young professionals need… </li></ul><ul><li>To food (physiological), belong (social), Self-Esteem (status), Self actualization </li></ul><ul><li>Young professionals choose San Mig Light more than other beers because of …. </li></ul><ul><li>Taste, packaging, price, contents; brand, social status. </li></ul><ul><li>Young Professionals expects this when they drink San Mig Light… </li></ul><ul><li>Excellent value for money, more beers to drink, fun and exciting moments with friends, full taste with less fillings ; great taste </li></ul>
  8. 8. 3a. San Mig Light has many impressive competitors <ul><li>Direct: Coor’s Light , Lone Star Light, and Colt 45. </li></ul><ul><li>Indirect: Gin , Rum, Brandy, Red Wine, Vodka, Imported Beers </li></ul><ul><li>Variables: Age, price, packaging, event of consumption, contents, availability </li></ul>
  9. 9. San Mig Light is #1 in niche: low priced product for 20-26 yrs San Mig Light Coors Light San Miguel Pale Pilsen Lone Star Light Red Horse Colt 45 Price vs. Age Matrix Beer Na Beer Price/ Age Matrix 18-20 yrs 21-25 yrs 26-30 yrs 30 yrs up High price Low Price
  10. 10. 4. San Mig Light positions strongly in a niche market opportunity <ul><li>San Mig Light is the preferred light beer </li></ul><ul><li>that gives full flavor with less calories </li></ul><ul><li>for legal young drinkers and young professionals </li></ul><ul><li>who wants to drink beer with less calories </li></ul><ul><li>Others focus on low price and strong beer </li></ul>
  11. 11. 5a. Based on competitor’s share of shelf, beer market is P27 Billion <ul><li>Out of the 10 supermarkets observed, only 2 supermarkets have share of shelf of the competitor products. </li></ul><ul><li>6 M x 2 x P24 X 96 = P27 Billion </li></ul>
  12. 12. 5b. Based on company data, San Miguel Brewery share is 90% <ul><li>San Miguel Data: San Miguel Brewery sales is P36 Billion </li></ul><ul><li>San Miguel Brewery claims market share of 90% </li></ul>
  13. 13. 5c. Consumer data indicates a size of P95 billion <ul><li>Beer Usage: </li></ul><ul><li>6 million Filipinos drink of 2x per day of 330 ml of san mig light which costs P22 </li></ul><ul><li>6 M x 2 x P22 X 365 = P95 Billion </li></ul>
  14. 14. 5. Concluded that beer market is <ul><li>Competitor data= P27 B </li></ul><ul><li>Company data = P 36 B </li></ul><ul><li>Usage data = P 95 B </li></ul>
  15. 15. The Marketing Mix Strategy Part 2: Steps 6 to 10
  16. 16. 6a. The beer category is dominated by 6 brands…
  17. 17. 6b. Product Description <ul><li>San Mig Light is a refreshing smooth, less filling light beer with a calorie content of 100 per serving. It has a well balance bitterness and foam that exhibits a finely beaded lace. It has a volume content of 5 % alcohol. </li></ul><ul><li>There is only one variant of San Mig Light. </li></ul><ul><li>There are 2 sizes: 330 ml can and 330 ml bottle. </li></ul>
  18. 18. 7. Price- San Mig Light is cheaper priced in bottle <ul><li>San Mig Light 330 ml in can = P29 </li></ul><ul><li>San Mig Light 330 ml in bottle = P22 </li></ul><ul><li>San Mig Light in 330 ml bottle is 2 pesos lower in comparison with Coors Light. </li></ul>
  19. 19. 8a. San Mig Light as part of healthy diet… <ul><li>The Philippine market now are health </li></ul><ul><li>conscious, as such, San Mig Light will position </li></ul><ul><li>itself as part of a healthy diet. Moderate </li></ul><ul><li>drinking of San Mig Light may alleviate stress, </li></ul><ul><li>provide several vitamin b, fiber and minerals to </li></ul><ul><li>the body. Consumption of San Mig Light may </li></ul><ul><li>also lower the risk of coronary heart disease. </li></ul>
  20. 20. San Mig Light will show in tv commercials… <ul><li>TV commercials will be used in the promotion </li></ul><ul><li>Health benefits of the product will be focused on </li></ul><ul><li>It will show young responsible drinkers will make San Mig Light as part of their healthy diet </li></ul>
  21. 21. San Mig Light will also use print ads… <ul><li>Print ads of young professionals enjoying a bottle of san mig light with healthy meals </li></ul><ul><li>There will also be print ads that will take away the stereotype image showing san mig light as partner of “pulutan meals” </li></ul>
  22. 22. 8b. Competitors - Colt 45 <ul><li>Colt 45 commercial shows that colt 45 beer is a strong beer for real men… </li></ul>
  23. 23. Coors Light <ul><li>Coors light advertisements communicate that their product is the preferred beer of sports fanatics. </li></ul>
  24. 24. Lone Star Light <ul><li>Lone Star light conveys that there is a new light beer in the market that will satisfy your taste buds. </li></ul>
  25. 25. The New San Mig Light Commercial… <ul><li>Will show that young responsible drinkers can benefit nutritionally from San Mig Light. It will also be a part of healthy diet of young professionals. </li></ul><ul><li>This new approach stands out because it deviates from the usual selling point of beers attached to women and parties. </li></ul>
  26. 26. 9. San Mig Light is distributed nationwide using San Miguel Brewery’s network <ul><ul><li>Supermarkets, sari-sari stores, convenience stores, bar, restaurants, </li></ul></ul><ul><ul><li>Key cities nationwide </li></ul></ul><ul><ul><li>Delivery, pick-up, ordered, off the shelves product </li></ul></ul><ul><ul><li>Cash and credit transaction </li></ul></ul>
  27. 27. 10. San Mig Light is a niche leader <ul><li>San Mig Light key tactics is to have a hold of the 20 to 26 year old, legal young age and young professional drinkers. </li></ul><ul><li>It gains from the supply and distribution leverage of San Miguel Brewery. </li></ul><ul><li>Has a great tasting beer with less calories, low cost priced, outstanding product distribution in key cities nationwide. </li></ul>
  28. 28. SUMMARY <ul><li>San Mig Light’s PTM are young legal and young professionals from ages 18 – 29 who are from social classes A,B, & C. </li></ul><ul><li>We will address the gap wherein the consumption of beer has nutritional values. </li></ul><ul><li>San Miguel Brewery will still use its forte to further expand its current market share thru its competitive supply and distribution leverage. </li></ul>