10 steps marketing plan rex macasaet

773 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
773
On SlideShare
0
From Embeds
0
Number of Embeds
66
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

10 steps marketing plan rex macasaet

  1. 1. The 10 StepMarketing Planfor Café de LipaRex S. MacasaetJune 2013http://rexmacasaet.blogspot.com/
  2. 2. This 10 Step Marketing Plan is part of the mandatoryrequirements of Prof. Remigio Joseph De Ungria’sAGSB marketing management class.The data included in this report are based on publiclyavailable data such as those on internet websites,news, package declarations, public reports.When appropriate, data are “masked” so as not tocreate unexpected conflicts.The reports are posted and linked on slideshare, blogsand facebook so that there is easier sharing amongstudents from different marketing classes.Disclaimerhttp://rexmacasaet.blogspot.com/
  3. 3. 1. Cafe de Lipa PTM are “Working professionalsseeking for real brewed coffee ”2. Who wants to relieve stress and relax3. Can choose between StarBucks, Coffee Beanand Tea Leaf, Figaro and Seattle’s Best4. Other brands have international and widelocal reach5. Coffee consumption was at 100,000 metrictonsSteps 1 to 5Summary headline of yourPTM and markethttp://rexmacasaet.blogspot.com/
  4. 4. 6. After taste of “Kapeng Barako”7. Price8. Promo9. Place10. Generic Winning Strategy of MixSteps 6 to 10Summary headline of themarketing mix & strategyhttp://rexmacasaet.blogspot.com/
  5. 5. 1. Describe the primary targetmarket (PTM)* Age range 21-40: Class A and B Working Professional(male and female) Work stress lead to coffee drinking.Seeking for relaxation and warm-up fora meetinghttp://rexmacasaet.blogspot.com/
  6. 6. 2. My PTM’s NWDNeeds from Maslow’s hierarchyWants determine choiceDemands for them to buy the productNote: There may be multiple answers for needs, wants demands. Of these answers,underline and use bold font for the best answers. See examples that followhttp://rexmacasaet.blogspot.com/
  7. 7. Describe your PTM needsSelf-ActualizationNeeds(Self-Development& Realization)Esteem Needs(Recognition, Status)Social Needs (sense ofbelonging, love)Safety Needs (security, protection)Physiological needs (food, water, shelter)Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip KotlerGo for relaxationand relieve stressSocializationI want to share cup ofcoffee with other workingprofessionalhttp://rexmacasaet.blogspot.com/
  8. 8. 2. Café de Lipa PTM’sneeds, wants & demandsWorking professionals need to relieve stress and relaxthrough a cup of coffeeThe after taste of “Kapeng Barako” satisfy the need ofa working professionalWorking professionals look for nearest coffee shop torelieve stress and experience the homegrowncoffee taste.http://rexmacasaet.blogspot.com/
  9. 9. 3a. Café de Lipa competitoron niche market andInternational player Direct Competitor are the local brand – Figaroand Bos Coffee. And Starbucks, Coffee Bean andTea Leaf(CBTL), Seattle’s Best, and UCC. Indirect – Instant coffee, organic coffee, andhealthy variant of coffee Variables – Age, Price, afterTaste, Ambiance, and Reachhttp://rexmacasaet.blogspot.com/
  10. 10. 3b. Café de Lipa Reach andCustomer preferred tasteReach versus After TasteAs of 2012http://rexmacasaet.blogspot.com/STARBUCKSCOFFEEBEAN andTEA LEAFSeattlesBestFIGAROUCCBosCoffeeCafé de Lipa
  11. 11. Café de Lipa positioning on thelocal taste and reach…Functional Benefit Figaro Bos CoffeeCafé deLipaUCCSeattleBestCBTL StarbucksLocal TasteInternational TasteFree WifiAffordabilityAvailability of Shop orReachOffer Sweets and PastriesBenefit Positioning vs. Brand matrixhttp://rexmacasaet.blogspot.com/
  12. 12. 4. “Kapeng Barako” after taste capturesthe heart of working professional tocomplete their day right Café de Lipa and its flagship “Kapeng Barako” isknown pretty well in Batangas for its unique aftertaste. Drinking the Barako doesn’t just involve enjoying itstaste, but also its aroma“Kapeng Barako’ is a the usual “pasalubong” asked bynon-Batangueno. They are on its after-taste but Caféde Lipa has limited branches.http://rexmacasaet.blogspot.com/
  13. 13. 5a. Coffee Drinker StudyINDUSTRIAL ANALYSIS Coffee consumption has shown a high growth in the Philippinesover the last decade. The retail coffee industry is flourishing inthe Philippines. The local climate, with a long rainy season, isvery conductive for the consumption of hot non-alcoholicbeverages. At the same time, hot dry summers drive people intocafes to order iced drinks. Further, coffee has really become apart of the lifestyle in the Philippines. Its discerning coffeedrinkers are in favor of well-prepared, strong coffee-basedbeverages.http://rexmacasaet.blogspot.com/
  14. 14. Coffee Consumption According to Ms. Chit Juan, president of the Philippine CoffeeBoard (PCB), the Philippines is the biggest coffee-drinkingnation in Southeast Asia and its time we should take our coffee(industry) seriously. Last year, coffee consumption was even higher, at 100,000metric tons, but coffee farmers produce only 30,000 MT perannum, making the Philippines a net importer of this prizedbean. Importation has likewise increased. At an average price ofP90 – P120/kilo of coffee, the 70,000 MT that we import roughlytranslates to P8 billion/year, currently the highest import bill forcoffee in Southeast Asia.http://rexmacasaet.blogspot.com/
  15. 15. References http://www.philstar.com/business/2013/01/05/893325/good-business-2013 http://pt.nielsen.com/trends/tr_0701_WhatsHotinFoodandBeverageProducts.pdf http://www.worldmapper.org/posters/worldmapper_1038_coffee_consumption_ver2.pdfhttp://rexmacasaet.blogspot.com/
  16. 16. 5b. Coffee Drinker in Philippines1. Market share – 90%(9 out of 10Filipino drinks coffee)2. 27% went to coffee shop to drinkcoffeehttp://rexmacasaet.blogspot.com/
  17. 17. 6a. Direct CompetitorLocal(Filipino) TasteInternational TasteUCChttp://rexmacasaet.blogspot.com/
  18. 18. 6b. Flag bearer of Café de LipaCafé de Lipa’s passion for coffee runs deep, rooted from itsancestors commitment on great coffee. They continued on itslove for the magical brew, which is the “Kapeng Barako”.Considered to be the best among the Liberica species, it possessa strong and full-bodied flavor, which most people who havetried it attest to the kick or jolt it gives them from every sip.Drinking the Barako doesn’t just involve enjoying its taste, butalso its aroma. The best way to have it is black without sugar.And before taking a sip, savor and enjoy its aroma: then let itsflavor and body linger on your mouth before swallowing. Afterthis will you only be truly captivated by its strong and boldtaste.http://rexmacasaet.blogspot.com/
  19. 19. 7. Coffee that’s affordable butoffers kick or jolt for every sip Get prices of your product Creatively compare vs. competitorsacross different pack sizes and variants Quantify the price difference in % termsvs. competitors Conclude on what pricing strategy isbeing usedhttp://rexmacasaet.blogspot.com/
  20. 20. 7. Coffee that’s affordable butoffers kick or jolt for every sip.http://rexmacasaet.blogspot.com/Price MeterLocal Taste International TastePrice MeterHighLowBREWED COFFEEHighLow
  21. 21. 8a. Which of these modesdoes your product use?** Pls. rank most used, 1-highest use321
  22. 22. 8a. Showcasing the real“Kapeng Barako”
  23. 23. 8a. Promo for a MugCafé de Lipa launch itspromo mechanics whereyou can get a signaturemug from Café de Lipa for8 stamps for every orderof coffee/perfezza,celleto
  24. 24. 8b. Figaro targeted youngprofessionals who likes social eventsUses socialnetworkingwebsite to spreadthe event
  25. 25. 9. Place Café De Lipa Near Call Center 3 in Batangas and 2 in Manila Available for dine in for free-wifi and alsofor takeout
  26. 26. 10. Winning strategy?Café de Lipa’s main strategy is to dominateniche market of 21-40 years old workingprofessional.It takes advantage of the home-grown andtraditional blend of Kapeng Barako thatgives a unique after-taste for relaxation
  27. 27. 27SUMMARY
  28. 28. 1. Cafe de Lipa PTM are “Working professionalsseeking for real brewed coffee ”2. Who wants to relieve stress and relax3. Can choose between StarBucks, Coffee Beanand Tea Leaf, Figaro and Seattle’s Best4. Other brands have international and widelocal reach5. Coffee consumption was at 100,000 metrictonsSteps 1 to 5Summary headline of yourPTM and markethttp://rexmacasaet.blogspot.com/
  29. 29. 6. After taste of “Kapeng Barako”7. Price8. Promo9. Place10. Generic Winning Strategy of MixSteps 6 to 10Summary headline of themarketing mix & strategyhttp://rexmacasaet.blogspot.com/
  30. 30. The 10 StepMarketing Planfor Café de LipaRex S. MacasaetJune 2013http://rexmacasaet.blogspot.com/

×