marketing plan11.docx

TABLE OF CONTENTS: I.

Introduction……………………………………………………….

II.

General Business Condition……………………………………… 2.0 Situational Analysis…………………………………………. 2.1 Market Summary………………………………………….. 2.1.1 Market Demographics 2.1.2 Market Needs 2.1.3 Market Growth 2.2 Marketing Environment 2.2.1 Political forces 2.2.2 Economic forces 2.2.3 Competitive forces 2.3 Product Offering 2.4 Key to Success

III.

Competitive Conditions…………………………………………..

IV.

Market Research Results 4.0 Marketing Strategy 4.1 Mission 4.2 Marketing Objectives 4.3 Financial Objectives 4.4 Target Markets 4.5 Positioning 4.6 Strategies 4.7 Marketing Mix 4.7.1 Product Marketing Mix 4.7.2 Price 4.7.3 Promotion 4.8 Marketing Research

V. Sales and Distribution Plan 5.0 Distribution Plan 5.1 Sales Monitoring Plan VI. Advertising and Sales Promotions

6.0 Implementation VII. Other Related Aspects 7.0 Product Formulation 7.1 Packaging VIII. Budget Summary IX. Profitability (Net Income Targets)

I.

General Business Condition 2.0 Situational analysis JMN PEANUTS CORPORATION is a manufacturing company who contrived the best of the best peanut butter in the Philippines. JMN PEANUTS CORPORATION has always been consistent in living up to the expectations of the Filipino markets. Having been able to provide our loyal consumers with premium products, we are proud to be greatly recognized as one of the pioneers in the food manufacturing industry. The basic market need is to offer a good selection of spreads at reasonable prices.

2.1 Market Summary We possess good information about our market and know a great deal about the common attributes of our most prized and loyal customers. We will leverage this information to better understand who we serve their specific needs and how can we better communicate with them.

TARGET MARKET 3,500,000 3,000,000 2,500,000

CAVITE

2,000,000

LAGUNA

1,500,000 1,000,000 500,000 0

BATANGAS RIZAL QUEZON

2.1.1Market Demographics The profile of Company name customer consists of the following demographic, psychographic, behavioral and geographic factors:

GEOGRAPHICS



CALABARZON is the second most densely populated region in the country, principally because it is the closest region to metro Manila. Because of its close proximity to Manila and the industrial and economic opportunities that exist there, CALABARZON is experiencing rapid urbanization. As of the year 2000, 67% of its population lives in urban areas. Our immediate geographic market is the CALABARZON area, with a population of 12,609,803 million



Density : Urban/ 770/km2 (2,000/sq mi)



Geographic : Luzon DEMOGRAPHICS



Both Female and Male



Single/Married



Well-Educated



Age range 20-above



For married: Have children necessarily at home



Monthly Income of 5,000- above

PSYCHOGRAPHICS 

The healthy living of her/his family is the priority.



They have a relatively high purchasing power, and have a great propensity to buy things.



They study the value of things first before purchasing them.



They enjoy having fun with their family. BEHAVIORAL



Purchase frequency - regular



User status- regular



User rate- heavy user



Loyalty status- strong



Readiness- aware

2.1.2Market Needs Peanut Butter consumed in large quantities in the Philippines and has good potential for export and the untapped international markets. Statistics says that about % of the entire US households consume it as bread spread. Peanut Butter here in the Philippines is entirely in demand especially o those who really enjoy eating breads, cookies, pastries and etc. with Peanut Butter. Aside from its

2.1.3 Market Growth 

The market for Peanut butter is likely to grow due to emerging demand for healthier and nutritious products.



Demand in healthier Low calories & low fat food like wheat bread and peanut butter due to emergence of nuclear family and hectic life schedule.



Changing life style and shift towards consumption of convenient food.

2.2 Market Environment 2.2.1 Political Forces- there is no expected political issues that could affect the operation of the JMN PEANUT MANUFACTURING COMPANY. 2.2.2 Economic Forces -Nationwide, most of the companies have reduced their total promotion budgets as they face the need to cut expenses. However, most of these reductions have occurred in the budgets for mass media advertising (television, magazines, and newspapers). While overall promotion budgets are shrinking, many companies are diverting a larger percentage of their budgets to sales promotion and specialty advertising. This trend is expected to continue as a weak, slow growth economy forces most companies to focus more on the “value” they receive from their promotion. 2.2.3 Competitive Forces-The competition in the specialty advertising industry is very strong on a local and regional basis but somewhat weak nationally. Sales figures for the industry as a whole are difficult to obtain since very little business is conducted on a national scale. The competition is really hard but as a business owner we must acquire huge market share.

2.3 Product Offering Our primary points of differentiation offer these qualities: 

It is confidently passed from the European Union standard.



It is affordable.



It is surely high-quality.



It is visible in the market.

2.4 Key to Success



Increase the numbers of our potential consumers



To encourage them to shift to our product offer



To retain customers to generate repeat purchases



Maintain a gross margins in excess of __ %



Generate sales in excess of ₱_______ per business day

III. Competitive Conditions Competition in the area of Peanut Butter industry comes from two major categories: Direct Competitors and Indirect competitors.

3.0 Direct Competitors Lily’s Peanut Butter- Lily’s is much known in producing quality Peanut butter nationwide. Kraft – Ludy’s

3.1 Indirect competitors Home-made Peanut Butter- they don’t have established brand name and specified market share.

IV. Market Results 4.0 Market Strategy Our marketing strategy is based on becoming product for people looking for new and affordable spreads. Our marketing strategy will create awareness, interest and appeal to our target market for JMN PEANUT MANUFACTURING COMPANY offers our customers.

4.1 Mission JMN PEANUT MANUFACTURING COMPANY is a manufacturing company who produces highquality, affordable Peanut Butter and have passed the European Union standard. Our company’s mission is to be leading producer of Peanut Butter to CALABARZON and in the Philippines and next internationally in order to penetrate the market. JMN PEANUT MANUFACTURING COMPANY is also committed by giving back to the community by contributing to local conservation programs. Ultimately, the company would like to develop and fund its own environmental programs. This plan will outline how JMN

PEANUT MANUFACTURING COMPANY intends to introduce new products, expand its distribution, enter new markets, and give back to the community.

4.2 Marketing Objectives   

To develop a successful Internet site, while maintaining strong relationships with retailers. To penetrate the CALABARZON market afterwards to enter the other domestic markets. To enter and penetrate the EUROPEAN UNION market.

4.3 Financial Objectives  

Maintain a gross margins in excess of __ % Generate sales in excess of ₱_______ per business day



Obtain financing to expand manufacturing capabilities, increase distribution, and introduce FILIPEANUT BUTTER to the market. A growth rate in sales of _____% for the year _______.



4.4 Target Markets  The target markets of JMN PEANUT MANUFACTURING COMPANY are active consumers between the ages of 20-above--- people who enjoy eating breads with peanut butter. They usually enjoy having fun with their kids and they prefer to value things before buying it. These active consumers represent a demographic group of well-educated. They are single or married and raising families. Household incomes generally range between ₱5,000 and above.

4.5 Positioning Company: We position JMN PEANUT MANUFACTURING COMPANY as one of the premier producers of Peanut Butter in the Philippines particularly in CALABARZON and commanding the major market share within ____ years.

Product: We position FILIPEANUT BUTTER as the number one spread in CALABARZON and other domestic markets. Afterwards we will expunge the company’s presence in European Union market prior to this we will position our product as the façade of peanut butters in European Union market.

4.6 Strategies The marketing strategy will seek to first create customer awareness regarding the products offered, establish connections with the targeted markets and work toward building customer loyalty and repeat purchases.

JMN PEANUT MANUFACTURING COMPANY main marketing strategies are: Strategy #1 introduces the FILIPEANUT BUTTER in CALABARZON and penetrates their market.inform our target area regarding to our products. 

Product awareness



Market testing



Introductory Promotions

Strategy #2 leverages the potential target customers- our best sales will come from our customers. 

Sales Promotion



Product Testing (Demonstration, Free- taste)



Personal shopper support



Exceptional customer service in the store



Product Knowledge

Strategy #3 cross selling- increase the average amount per transaction 

Complementary Products

Strategy #4 telemarketing- connecting with people involved to increase the performance of the company. 

Connecting with “CUSTOMERS” -since our company wants to have a good relationship with our customers, we will have “telemarketing” as one of our services offered and in line with this we can indulge the customers to try some of our products.



Connecting with “DEALERS” -our company should also establish good relationship with our dealers. If we have good channel of distributions good quality of product appearance will deliver to our target market and less time will consume.

4.7 Marketing Mix 4.7.1 Product Marketing Mix- JMN PEANUT MANUFACTURING COMPANY offers products with unique taste of Peanut Butter. Our products enable our customer to experience the affordability and quality of FILIPEANUT BUTTER.

4.7.2 Price- Product Pricing is based on offering high value to our customers compared to most price points in the market. Value is determined based on the preeminent quality, taste, spreadibility, and safety; we will consistently lower than the other brands of Peanut Butter so that lower earners can afford our products. JMN PEANUT MANUFACTURING COMPANY is not particular with setting highprices or attempting their goals of offsetting low prices by selling high quantities of products.

COMPETITOR BY PRICE 70 70

68 65

65 60

60 55 LILY'S PEANUT BUTTER

KRAFT PEANUT BUTTER

LUDY'S PEANUT BUTTER

HOME-MADE PEANUT BUTTER

4.7.3

Promotion- JMN PEANUT MANUFACTURING COMPANY communicates with consumers and retailers about its products in a variety of ways. The firm’s promotional efforts also seek to differentiate its products from those of its competitors.

  

Product testing - the company will provide free-taste of the products so that consumers will experience the unique taste of FILIPEANUT BUTTER. Product knowledge- this promotional strategy will increase the awareness of the consumers about the products and to aid the awry thoughts of the customers about the aflatoxins. Cooking Competition- this strategy will attract the customers especially the demographic segment of mothers, who loves to cook for their families. In this competition, the company will find best of the best cooks within CALABARZON using FILIPEANUT BUTTER as their major ingredient.

4.8 Marketing Research



Initial Question results- a company notes about the customer responses on “How did

you hear about the FILIPEANUT BUTTER?” question. We attempt to correlate it with our advertising and promotional activities.



Competitive Shopping- we continually shop on different stores for at least once each

quarter for competitive information. We visit stores in the area for buying insights.



Suggestions- a company provides suggestion box in different stores where

FILIPEANUT BUTTER is available. This method will help us to gain additional information from our customers.

V. Sales and Distribution Plan As of now, JMN PEANUT MANUFACTURING COMPANY is distributing along CALABARZON area, particularly in Malls, groceries, and retail specialty stores, and after one year the company expands its distribution through online. Eventually we may be able to place internet kiosks at some of the more profitable store outlets so consumers could order products from the stores. Regardless of its expansion plans, JMN PEANUT MANUFACTURING COMPANY fully intends to monitor and maintain strong relationships with distribution channel members.

Distirbution Plan: Manufacturer

• _____ Butter is coming from the companys' manufacturing area.

Wholesaler

• Then, the wholesaler will receive the products in order to distribute to different retailers.

Retailers

• After the receiving the FILIPEANUT Butter, the retailers will now distribute it to potential target customers.

Customers

 After the customers buy the FILIPEANUT Butter the consumers will now consume the products.

Consumers

The company will distribute the products through trucks and each truck has a capacity to transport a minimum of 70 boxes and maximum of 120 boxes. Then, this product will be delivered to different wholesalers such as supermarkets and malls in CALABARZON. These are the lists of supermarkets and malls in where we will distribute our product:

CAVITE:  SM Molino  SM BACOOR

LAGUNA:

 SM CITY STA.ROSA  SM CITY CALAMBA  SM CITY SAN PABLO  Robinsons Place STA.ROSA  Robinsons STA.ROSA Market  Ultimart Shopping Plaza  Waltermart CALAMBA  PUREGOLD BATANGAS:  Robinsons LIPA  SM CITY BATANGAS  SM CITY LIPA RIZAL:  QUEZON: 

5.1 Sales Monitoring Plan By using “DARTBOARD”, the company will easily monitor the sales. The company provides sales representatives to visit different outlet stores to monitor if our product is patronizing from one store to another. Furthermore, to prevent the declining stage of the product the company provides quarterly changes in product displays

PRODUCT INSIGHTS: FILIPEANUT BUTTER

BREADS

Filipeanut Butter and Breads is a perfect combination, here in the Philippines. Most of the Filipinos like Spreads.

FILIPEANUT

Filipeanut Butter can also use in vegetables as sauce, dressing and marinade.

BUTTER Vegetables

Example: kare-kare, Salad Dressing

VI. Advertising and Sales Promotions Advertising and Promotion is a need of one successful company. In order to maintain a good product positioning the advertising and promotion launch is appealing and can influence the buying behavior of the customers. Also, it should create impact in their mind.

Advertising: 

Websites- it is for our customers so that they can check information about our products and it is cheaper than other form of advertising campaign.



Mobile Advertising-

Public Relations- this marketing instrument would help the company to increase the customers’ loyalty and also it creates goodwill. Public Relation is one of the effective strategies in increasing potential customers.

TABLE 5.1: ADVERTISING FOR THE YEAR 2013-2017 2013 1ST.

-Mobile

QUARTER

Advertising

2ND.

2014

-Website

2015

2016

2017

QUARTER 3RD.

-Public

QUARTER

Relations

4TH.

-Corporate

QUARTER

Social Responsibility

TABLE 5.2: SALES PROMOTIONS FOR THE YEAR 2013-2017 2013 1ST.

-Signage

QUARTER

(tarpaulins)

2014

2015

-Free-taste 2ND.

-Cooking

QUARTER

Contest

3RD.

-Events

QUARTER

Partnership in CALBARZON

4TH. QUARTER

Product Knowledge Price Discounts 

Complementary Pricing

VII. Other Related Aspects 7.0 Product Formulation-

7.1 Packaging VIII. Budget Summary

2016

2017

IX. Profitability (Net Income Targets)