10 step marketing plan

10 STEP
Marketing Plan for
Purefoods Tender Juicy Hotdogs

Nailah P. Cristobal
March 2, 2012

1
http://nailah08.blogspot.com

Steps 1 to 5
Kids can tell.
1. Purefoods Tender Juicy’s primary target market
(PTM) are kids and kids at heart.
2. Who demand the meaty and mildly spiced hotdogs
that are smoked and cooked to a distinctly
succulent and juicy texture.
3. Can choose among Swift Mighty Meaty, Bibbo,
Andale and Mekeni
4. Gap exists because some brands are cheaper
5. The market size was 27 billion. Purefoods Tender
Juicy’s niche was 18.2 billion as of 2010.


Steps 6 to 10
Kids can tell.
6. Kids can really tell the difference among other
brands, because of its taste, juiciness and
tenderness.
7. Priced 3-10% more than its competitors
8. Uses TV, print, events and experiences
9. Is distributed nationwide
10. Makes use of niche strategy


1. Purefoods Tender Juicy’s primary
target market (PTM) are kids and kids at
heart.

 Demographics (Kids – 3 to 12 years, Adults –
22 to 45 y/o, Class A,B & C, single & married)
 Lifestyle (Active kids and kids at heart from
upper to middle class)
 Behavior (fun-loving, family-oriented, loves
kids)


2. Kid’s Needs, Wants &
Demands
Needs: Kids need to eat for nourishment.

Wants: Kids love the bright cherry red color of
Purefoods Tender Juicy Hotdogs because of the
magical flavor experience bite after bite.

Demands: Kids demand the meaty and mildly spiced
hotdogs that are smoked and cooked to a distinctly
succulent and juicy texture.


Maslow’s Hierarchy of Needs
Self-Actualization
Needs
(Self-Development
& Realization)

Esteem Needs
(Recognition,
Status)

Social Needs (sense of
belonging, love)

Safety Needs (security, protection)

Physiological needs (food, water, shelter)
Food for kids

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
6

3a. Direct and Indirect
competitors
 Direct- Swift Mighty Meaty, Bibbo, Andale,
Mekeni,
 Indirect- Canned Meat Products (corned
beef, Vienna sausage, Spam, Luncheon Meat
etc.), Tuna Hotdogs, Other cold cuts (ham,
bacon, salami etc)
 Variables- Age, Price, Taste, Texture, Added
Nutrients, Availability


3b. Competitive position map
for Purefoods
Price vs. Consumer Classes
Price/ A B C D&E

Age
Matrix
High Purefoods
price
Swift
Bibbo
Low
Mekeni
Price
Andale


Benefit positioning vs. different
brands
Benefit Positioning vs. Brand Matrix


4. Purefoods has a niche
market advantage.

- Purefoods is the #1 hotdog loved by kids and
kids at heart for more than five decades.
- It has a loyal consumer base.

- It is the freshest, best-tasting hotdog that

kids and kids at heart love.
- Rival brands offer a lower price, flavored
variants, added nutrients and different
texture.


5a. Meat Preparation industry
amounts to about P 32.4 B - DTI
The Philippine Processed Food Industry
Meat preparations

In 2000, household spending on canned and uncanned meat preparations
amounted to P32.4 billion (NSO-FIES). Uncanned meat (longanisa, tocino,
chorizo, hotdog, tapa, etc.) accounted for about 70% of this amount, with the
rest accounted for by canned meats (corned beef, luncheon meat, meat loaf,
Vienna sausage, etc.).

The meat processing industry is expected to benefit from increased consumer
spending and the expansion of the fast-food industry. San Miguel Purefoods
Corp. is the top meat processor in the country accounting for more than half of
the processed meat market. Swift Foods, Inc. is a far second with around 30%.
Other players are Pacific Meat Company Inc., Virginia Foods, etc. These players
cater mainly to the household sector and, to a lesser extent, the institutional
markets.
http://itdibiz.com/ecatalog/index.php?option=com_content&task=view&id=85&Itemid=128&limit=1&limitstart=1


5b. Current Market Share as
of 2010

 Pure Foods (SMC), which controls 66 % of the hot dog
market and 20% of the canned goods sector, said its net
income grew sixfold to P872 million from P143 million, and
after revenues went up 2 percent to P18.2 billion from
P17.8 billion
 Swift Foods Inc holds 22 %the market share of processed
meats.
 More or less about 10-12 % is covered by other local players
like, CDO (Bibbo Hotdog) Pampanga’s Best ( first in the
market on Local production ) and Mekeni Food Corp both of
which are breaking through at a national coverage

10http://www.manilastandardtoday.com/insideNews.htm?f=2010/may/15/news5.isx&d=2010/may/15


5c. Consumer data indicate a
size of PHP 113.05 Billion

95 Million Filipinos X 7kg X PhP 170.00
(Retail Price of Purefoods Tender Juicy)
= P 113,050,000,000
http://car.dost.gov.ph/index.php/component/content/article/1-feature/142-meat.html


5. Concluded that hotdog
market is 27 Billion PHP
1. Competitor data= P 27 Billion

2. Company data = P 27 Billion

3. Customer Usage data = P 113 Billion


6a. Different Processed Meat Products
@ your favorite supermarket


6b. What makes Purefoods
Tender Juicy different?

 No MSG Added
 HACCP Accredited, RPDA Inspected
 Freshly made, freshly delivered
 Kids can tell!!!
 Because of its distinct taste, color and
juiciness, kids can really tell the difference
among other brands.


7. Price


7. Price

Prices vary from PHP 154- 170 on 1 kg
pack of hotdogs.

Purefoods costs 10% more than the
cheapest hotdog brand.


8a. Purefoods uses TV and
print ads.

1.

2.


8a. Purefoods Tender Juicy
Hotdogs - endorsed by top
celebrities.
Purefoods Tender Juicy Hotdog launched a
campaign starring Ryan Agoncillo, Judy
Ann Santos and their daughter, Yohan,
having a fun fashion montage from the
’80s, ’90s and 2000 while enjoying their
favorite hotdog. This thematic campaign
communicates the freshness heritage of
Purefoods Tender Juicy Hotdog, Then,
Now and Forever.
http://www.manilastandardtoday.com/insideEntertainment.htm?f=2011/july/5/entertainme
nt1.isx&d=2011/july/5


8a. Samples of Promo

http://sanmiguelpurefoods.com/?p=168


8b. Competitors’ claims
Argentina Andale is enriched with ABC,
or Active Brain-Building Choline.
Choline is a B-vitamin-based nutrient
and has become famous among
medical practitioners and researchers
as the "brain‘s memory architect." In
several studies, Choline has been
proven to improve the cellular
structure and communication pathways
of the brain’s neurons. Moreover,
Argentina Andale Hotdog is lower in
calories, fat content, and sodium than
most other hotdogs in the market, and
it uses only premium quality meat to
ensure an exceptionally tasting,
healthy snack every time.

http://phils-trade.com/advertse/rfm/swift/swift.htm
http://www.malaya.com.ph/oct31/ent3.html


Argentina Andale is enriched with ABC,
or Active Brain-Building Choline.
Choline is a B-vitamin-based nutrient
and has become famous among
medical practitioners and researchers
as the "brain‘s memory architect." In
several studies, Choline has been
proven to improve the cellular
structure and communication pathways
of the brain’s neurons. Moreover,

Meatier? Cheaper?
Argentina Andale Hotdog is lower in
calories, fat content, and sodium than
most other hotdogs in the market, and
it uses only premium quality meat to
ensure an exceptionally tasting,
healthy snack every time.

http://phils-trade.com/advertse/rfm/swift/swift.htm
http://www.malaya.com.ph/oct31/ent3.html



http://www.cdo.com.ph/brands/premium_redhotdog.aspx http://www.mekeni.com/product_gallery/content/index.html



Juicier? Healthier?
http://www.cdo.com.ph/brands/premium_redhotdog.aspx http://www.mekeni.com/product_gallery/content/index.html


9. Purefoods Tender Juicy is
distributed nationwide.
 Supermarkets
 Wet and Dry Markets
 Nationwide
 Pick-up by customers
 Cash and Credit


10. Purefoods Tender Juicy is
a niche leader.

 Its main strategy is to dominate the
niche market of kids 3-12 years old and
kids at heart who have loved its
tenderness and juiciness over the years.
 It is widely distributed all over the
Philippines because it is an SMC
product.


SUMMARY

30

10 STEP
Marketing Plan for
Purefoods Tender Juicy Hotdogs

Nailah P. Cristobal
March 2, 2012

33

10 step marketing plan

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