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10 STEP Marketing Plan for Selecta Ice Cream Yash Lumbao June 2010
5 Steps for Part 1  (PTM and Positioning) ,[object Object],[object Object],[object Object],[object Object],[object Object]
5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning to the  Primary Target Market Part 1: Steps 1 to 5
1.Selecta ice cream’s primary target market (PTM) are kids ,[object Object],[object Object],[object Object]
I need food! I’m bonded w/ my family
2. My PTM’s NWE ,[object Object],[object Object],[object Object],[object Object],[object Object]
3a. Selecta Ice Cream has several competitors ,[object Object],[object Object],[object Object]
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
Selecta ice cream’s positioning is shown in this competitive map Positioning vs. Brand Matrix
4. Selecta ice cream positions strongly in differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object]
5a. Based on Unilever-RFM’s data, total market size is 6 bn ,[object Object],[object Object],[object Object],Source:  http:// www.philstar.com/Article.aspx?articleid =466249
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
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
5. Concluded that ice cream market is P7 billion ,[object Object],[object Object],[object Object]
The Marketing Mix Strategy Part 2: Steps 6 to 10
6a. Ice cream category is dominated by 3 major brands Selecta
6a. Ice cream category is dominated by 3 major brands Nestle Magnolia
6b. Product Description ,[object Object],[object Object],[object Object]
7. Price - Selecta is at par or lower with major competitors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
8a. Promo ,[object Object],[object Object],[object Object]
8a. Promo ,[object Object],[object Object],[object Object],[object Object],[object Object]
8b. Competitor promo: Nestle ,[object Object],nestle TVC
8b. Competitor promo: Magnolia ,[object Object]
8. Promo ,[object Object],[object Object],[object Object]
9. Selecta ice cream is distributed nationwide ,[object Object],[object Object]
10. Selecta is a market leader by differentiation ,[object Object],[object Object],[object Object]
SUMMARY
5 Steps for Part 1  (PTM and Positioning) ,[object Object],[object Object],[object Object],[object Object],[object Object]
5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object]
10 STEP Marketing Plan for Selecta Ice Cream Yash Lumbao June 2010

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10 step by step marketing plan selecta ice cream

  • 1. 10 STEP Marketing Plan for Selecta Ice Cream Yash Lumbao June 2010
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  • 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
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  • 6. I need food! I’m bonded w/ my family
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  • 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
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  • 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.
  • 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
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  • 31. 10 STEP Marketing Plan for Selecta Ice Cream Yash Lumbao June 2010