Century Tuna's 10 step marketing plan targets busy, hard-working adults who want to feel and look good. The plan positions Century Tuna as both a skincare product and healthy food that can be eaten. It will promote Century Tuna through television, celebrity endorsements, and events at fitness centers. The goal is for Century Tuna to dominate the market segment of people who want to be beautiful inside and out through a healthy diet and skincare.

1. 10 Step Marketing Plan forCentury TunaCarla A. AzucenaJanuary 2011

2. 5 Steps for Part 1(PTM and Positioning)Century tuna PTM are hard-working, image-conscious, casual health buffs Who want to feel and look goodCan choose topical and oral skin care products and other canned tuna Gap is all other brands focus on either skin care or a healthy bodyThe market size is not available.

3. 5 Steps for Part 2(PTM and Positioning)Century tuna is a skin care product you can eatIs 20% premiumUses TV, celebrity endorsers, fun-runs (events), and fitness centersIs distributed in key areasUses a niche approach to win

4. Print-adYES! Magazine. July 2009

5. 1. Primary Target MarketDemographics(20-40, M<F, socio-economic class AB and some C, living in urban areas)Lifestyle (busy, hard-working, higher educational status, casual health buff) Behavior (non-athletic, image-conscious)

6. 2. My PTM’s NWENeeds from Maslow’s hierarchyWants determine choiceExpectations from the product

7. 2. My PTM’s NWEI achieve self-actualization when I look, feel, and am healthyI want to be beautiful and inside and outsideI want to love the body I am in and have people notice itI want to eat and not feel guiltyI need to eat healthful food

8. 2. My PTM’s NWEHard-working adults need to be appreciated, self esteem, self-actualizationThey choose century tuna over other skin care products because of skin care promises, nutrition, healthy bodyThey expect to be beautiful inside and outside

9. 3. CompetitionDirect: Facial cleansers/toners (e.g. Eskinol, Clean and Clear)Indirect: Glutathione, Vitamin supplements (e.g. Myra E), canned tuna products: San Marino Tuna, 555

10. 3b. Competitive Position MapEskinolClean and ClearMyra ECentury TunaGlutathione555San Marino Tuna

11. 3b. Competitive Position Map

12. 4. Gap between customers and competitionCentury tuna is the only brandThat provides a healthy body and good skinThat keeps the skin young and fresh lookingFor hard-working, image-conscious, casual health buffsWho want to feel beautiful inside and outsideNo other brand has a similar positionOthers focus on either skin care or a healthy body

13. 5. Market SizeNot available in the print-ad

14. The Marketing Mix StrategyPart 2: Steps 6 to 10

15. 6a. Photo of Product

16. 6a. Photo of Product

17. 6a. Photo of Direct Competitors

18. 6a. Photo of Indirect Competitors

19. 6b. Product DescriptionCanned tunaHas a very high level of Omega-3 Which reduces the body’s production of inflammatory compoundsPrevents collagen breakdownkeeps the skin young and fresh-lookingHealthy addition to the diet

20. 7. PricesCentury tuna plain (180g) P25.75Century tuna Adobo (180g) P21.70Century tuna hot & spicy (180g)P25.75Century tuna (100g) P16.2020% premium compared to facial toners (no. of products consumed/week)10% premium compared to other tuna products

21. 8a. PromoPromote through TV and print-adsGet celebrity endorsersSponsor fun runs and fitness activitiesSet-up kiosks in fitness centers Offer discounts, give free samples, and recipe booklets

22. 8b. Competitor PromoPrint-ads, commercialsCelebrity endorsers

23. 9. PlaceSupermarkets, sari-sari stores, convenience outlets, fitness centersKey areas (urban areas)Pick-up by customersCash and credit transaction

24. 10. Winning Generic StrategyCentury Tuna’s main strategy is to dominate a new market segment of hard-working, busy hard-working adults who want to be beautiful inside and outside.

25. SUMMARY

26. 5 Steps for Part 1(PTM and Positioning)Century tuna PTM are hard-working, image-conscious, casual health buffs Who want to feel and look goodCan choose topical and oral skin care products and other canned tuna Gap is all other brands focus on either skin care or a healthy bodyThe market size is not available.

27. 5 Steps for Part 2(PTM and Positioning)Century tuna is a skin care product in the form of a healthy food itemIs 20% premiumUses TV, celebrity endorsers, fun-runs (events), and fitness centersIs distributed in key areasUses a niche approach to win

28. 10 Step Marketing Plan forCentury Tuna