Selecta ice cream's target market is kids who want to enjoy food. While competitors focus on creaminess, Selecta differentiates by offering multiple flavors in one tub. The ice cream market size is estimated at P7 billion. Selecta uses TV, events, and experiences to promote its brand nationwide. It prices its products at par with competitors and pursues a differentiation strategy through innovative flavors to target kids.

1. 10 STEP Marketing Plan for Selecta Ice Cream Yash Lumbao June 2010

2. 5 Steps for Part 1 (PTM and Positioning) Selecta ice cream’s primary target market are kids. Who wants to enjoy food. Can choose Nestle, etc. Gap is all other brands focus on the creaminess of the ice cream The market size is P7 billion

3. 5 Steps for Part 2 (Marketing Mix & Strategy) Selecta ice cream, a favorite dessert, comes in various variants Price is at par with competitors Uses TV, events & experiences Distributed nationwide Uses differentiation approach to win the market

4. Positioning to the Primary Target Market Part 1: Steps 1 to 5

5. 1.Selecta ice cream’s primary target market (PTM) are kids Demographics (5-14, M/F, social class BCD) Lifestyle (study, play, loves to eat sweets) Behavior (would eat ice cream, if available)

6. I need food! I’m bonded w/ my family

7. 2. My PTM’s NWE Kids need: To satisfy their cravings for food/ sweets and to belong (social needs) Kids choose Selecta ice cream over other brands because of: brand, taste, quality, & endorsed by kids favorite celebrities When kids eat Selecta, they expect to: be satisfied and enjoy what they eat.

8. 3a. Selecta Ice Cream has several competitors Direct: Nestle , Magnolia, Arce Dairy Indirect: Fruit shake stands , Ice Cream Restaurants (Icebergs), Sundae (fastfood/ convenience stores), Salad bars Variables: Age, Price, Packaging, Availability, Occasion, brand, Taste

9. Selecta is a market leader by differentiation Selecta 3-in-1+1 Magnolia Price vs. Age Matrix Selecta gold series Cornetto Other Selecta Nestle Drumstick Nestle Trio Price/ Age Matrix 0-14 yrs 15-21 yrs 22-49 yrs 50yrs up High price Low Price

10. Selecta ice cream’s positioning is shown in this competitive map Positioning vs. Brand Matrix

11. 4. Selecta ice cream positions strongly in differentiation Selecta is the only ice cream that: have 4 flavors in 1 tub has co-created flavors with Manila’s finest chefs uses the “family bonding” campaign sells ice cream stick

12. 5a. Based on Unilever-RFM’s data, total market size is 6 bn Unilever-RFM’s data: Selecta sales in 2008 is P3 billion, forecasted to increase by 10% in 2009 Unilever-RFM claims market share of 54% Then total ice cream market size is P3.3 billion/54% = P 6 billion Source: http:// www.philstar.com/Article.aspx?articleid =466249

13. 5b. Industry data indicates total market size is Php8.75bn Ice cream sales in the Philippines were expected to grow by 2.8% in 2009 to PHP8.75bn (US$195.4m). Volumes were forecast to inch up 0.7% to 64m litres. Source: http://www.just-food.com/analysis/just-the-facts-ice-cream-in-the-philippines_id110524.aspx

14. 5c. Consumer data indicates total market size is Php6.5B Ice cream consumption: - 25% of Filipinos buy ice cream thrice a year - 92M Filipinos x 25% x 3 x Php95 =P6.5 billion Source: Manila Bulletin, May 6, 2009

15. 5. Concluded that ice cream market is P7 billion Company data= P6 B Industry data = P8.75 B Usage data = P 6.5 B

16. The Marketing Mix Strategy Part 2: Steps 6 to 10

17. 6a. Ice cream category is dominated by 3 major brands Selecta

18. 6a. Ice cream category is dominated by 3 major brands Nestle Magnolia

19. 6b. Product Description Selecta ice cream comes in different flavors. There are several variants, the Gold, Creations, Moo, Supreme, Classic, ice cream cones (Cornetto & Moo Cone) and ice cream stick Selecta also comes in several sizes: 3.4L, 1.5L, 800ml & 750ml for Selecta creations & supreme, and 1.8L & 750ml for Moo

20. 7. Price - Selecta is at par or lower with major competitors Selecta Nestle Magnolia *Classic 1.5 P180 P180 P187 *Supreme 1.5/ 210 205 Gold 1.5 215 *Trio 149 149 n/a **Cornetto/Drumstick 25 36 n/a *prices from the landmark-makati supermarket **prices from Mini Stop

21. 8a. Promo - TV commercial: airs at major TV stations (ABS-CBN, GMA, etc) Selecta 3-in1 + 1 Selecta double supreme

22. 8a. Promo - Events/ Experience: bonding campaign - Selecta kids universe - Selecta ice cream carts with music - Word of mouth – blog - Free cup of ice cream when you purchase a movie ticket – Glorietta/ Greenbelt

23. 8b. Competitor promo: Nestle http://www.nestle.com.ph/corpsite/content/default.asp?p=promos nestle TVC

24. 8b. Competitor promo: Magnolia No separate TV ad for ice cream. TV ad is included in other Magnolia products (Pacquiao family)

25. 8. Promo All players use the social networking sites (Facebook) to promote their product. Only Selecta uses the “Family bonding” campaign. Selecta uses jingle that has easy recall (3 in 1 + 1)

26. 9. Selecta ice cream is distributed nationwide Supermarkets, convenience outlets, drugstores, Selecta kiosks, groceries, ice cream carts Nationwide but concentrated in Metro Manila, w/c accounts for 80% of total ice cream market

27. 10. Selecta is a market leader by differentiation Selecta’s main strategy is differentiation. It co-created the “gold series” with finest Manila chefs, and 4-in-1 tub It benefits from the distribution leverage and strong brands of Unilever and RFM. Has reasonable price & excellent products distributed nationwide.

28. SUMMARY

29. 5 Steps for Part 1 (PTM and Positioning) Selecta ice cream’s primary target market are kids. Who wants to enjoy and be satisfied. Can choose Nestle, etc. Gap is all other brands focus on the creaminess of the ice cream The market size is P7 billion

30. 5 Steps for Part 2 (Marketing Mix & Strategy) Selecta ice cream, a favorite dessert, comes in various variants Price is at par with competitors Uses TV, events & experiences Distributed nationwide Uses differentiation approach to win the market

31. 10 STEP Marketing Plan for Selecta Ice Cream Yash Lumbao June 2010