1. St. Peter's primary target market is adults who want security in death care services and can choose from competitors like Loyola, Arlington, and La Funeraria Paz. St. Peter differentiates itself by offering electronic funeral services not provided by others. 2. St. Peter provides affordable e-funeral services like e-burol, e-habilin, and e-libing systems through various marketing channels like TV, websites, events, print, and radio ads. 3. St. Peter has a nationwide presence and uses strategies like supply and distribution leverage, low cost production, and differentiation to compete in the 13 billion peso death care market.

1. 10 STEP Marketing Plan for www. winnetteflores.blogspot.com Winnette Flores February 2011 1 Life Plan, Cremation Plan, & Chapel

5. Positioning to the Primary Target Market www. winnetteflores.blogspot.com Part 1: Steps 1 to 5 5

7. PTM needs to prepare their interment.. www. winnetteflores.blogspot.com 7 I want to secure my interment. I am happy when I prepared my burial. Reference: Maslow’s Hierarchy of Needs Marketing Management, 11 th Ed. Philip Kotler

8. 2. Adults have unique needs, wants, and demands… www. winnetteflores.blogspot.com 8 Needs: adults need to secure and prepare his interment , gain self-esteem and achieve self- actualization. Wants: adults choose St. Peter over other memorial chapel because of price , company credibility and awareness, accessibility and convenience. Demand: adults demand quality funeral services and convenience to their love ones.

11. St. Peter is #1 in the market: premium funeral service to adults www. winnetteflores.blogspot.com 11 St. Peter La Funeraria Paz Arlington Arlington La Funeraria Paz St. Peter St. Peter POSITIONING vs. PRICE Modern Facilities Imported and Locally-Made Caskets Transferability (Inter-chapel transfer, living to living or living to dead cremation plan) High Low

12. St. Peter Positioning ( Supply and Distribution Leverage, Low Cost Producer and Distribution Approach ) to the Adult Market.. www. winnetteflores.blogspot.com 12 Service Positioning vs. Brand Map for Interment Many competitors in cremation and traditional memorial service positioning. SERVICES BRAND MATRIX Arlington La Funeraria Paz St. Peter Sanctuarium Loyola 1. Cremation Services 2. Traditional Memorial Services (casket, chapel, Funeral coach & floral vehicle) 3. Columbarium 4. Special Services: Butterflies, Doves, Balloons Electronic Sevices (E-burol, E-libing, E-habilin)

13. Loyola has “followed” St. Peter positioning and price www. winnetteflores.blogspot.com 13 Loyola has packages which match St. Peter price and service position

22. Marketing Mix Strategy www. winnetteflores.blogspot.com Part 2: Steps 6 to 10 22

23. 6a. St. Peter’s product like Loyola own superior caskets www. winnetteflores.blogspot.com 23 St. Peter Loyola

26. 7a. Price - Brands are aiming for “affordable price points: P10K, 30K, <100K”, very hard for consumer to compare www. winnetteflores.blogspot.com 26 SERVICES BRAND MATRIX Arlington La Funeraria Paz St. Peter Sanctuarium Loyola 1. Cremation Services 100K 85K 60K 123K 85K 2. Traditional Memorial 55K 75K 34K 98K 40K Services (chapel, casket, funeral coach & floral services) 3. Columbarium 130K 4. Special Services: Butterflies, Doves, Balloons 1,500 Singer/Choir/Mourners 5K Electronic Sevices (E-burol, E-libing, E-habilin) inclusive

27. 7. Price Conclusion St. Peter is 70% less than Loyola and 120% lesser than Arlington www. winnetteflores.blogspot.com 27 SERVICES BRAND MATRIX Arlington La Funeraria Paz St. Peter Sanctuarium Loyola 1. Cremation Services 170% 150% 100% 200% 150% 2. Traditional Memorial 160% 220% 100% 300% 120% Services (chapel, casket, funeral coach & floral services)

28. 8a. St. Peter uses Personal Selling, Word of Mouth, Sales Promotion, Events & Experiences and Advertising 1 5 2 7 6 www. winnetteflores.blogspot.com 3 4 28

29. 8a. St. Peter has mass appeal commercials www. winnetteflores.blogspot.com 29 0:29 ST . PETER LIFE PLAN MAINTAINS ITS LEADERSHIP IN THE PRE-NEED INDUSTRY! 0:31 St. Peter Life Plan & Chapels TVC Production house: Infomermedia EP: Jopay Guillermo Dir: Marla Ancheta DOP: Dix Buhay AD: Marvel Julian PD: Michel Reginald PM: Winston Familara ...

32. St Peter leverage online inquiries and opt-in for newsletters and updates www. winnetteflores.blogspot.com 32

34. 8b. Loyola remains #2: 8% share and increasing? www. winnetteflores.blogspot.com 34

35. La Funeraria challenges #2: 7% share and also increasing? www. winnetteflores.blogspot.com 35 TV commercial

39. SUMMARY www. winnetteflores.blogspot.com 39

42. 10 STEP Marketing Plan for www. winnetteflores.blogspot.com Winnette Flores February 2011 42