Marketing Plan 2019

FORMAT IN DEVELOPING A MARKETING Program

Special topics in Developing a Marketing Plan

A marketing plan is a comprehensive document or blueprint that outlines a company's advertising and marketing efforts for the coming year. It describes business activities involved in accomplishing specific marketing objectives within a set time frame.

A. The Process of making a “MARKETING PLAN”. 1. The Executive Summary Economic plan- involves defining the following or proposed KRA- (key Result areas): Sales, Market share and Profit figures relative to the last period figure with changes indicated. Tips: Not longer than 0ne page Collection of highlights about the brand Witten in full sentences not in bullets

Exhibit 1.1: Emperador Brandy/executive summary In 2016, Emperador Light was introduced in response to a growing market for alcoholic beverages with lower alcohol content and targeted the younger alcoholic beverage consumers. Looking at 2017, we intend to develop a marketing plan that will focus on maintaining “ Leadership of Emperador as a leading brand for the mass market and eventually increase users and consumption rate from its current market and expand new markets in another category of users and protect its leaderships from entries of closer competitors in the market.

2. SITUATION ANALYSIS Business review and Market review Key changes in Market strategies Past performance in the last 5 years Tips: Show a pie chart of the entire market and current share of your brand against other products. Interpret the market insights of the the chart

2.SITUATION ANALYSIS: BRAND DIAGNOSIS •

Industry trends/situationreview of “the personal care/cosmetics industry”

4. Environmental factors affecting the personal care industry/ uncontrollable fctors affecting cosmetics market such as: SHOW A PIE CHART OF CURRENT SITUATION OF YOUR BRAND IN THE MARKET 5 . The Key Factors for Success (KFS) as linked to the booming industry of personal care ( product analysis).

Exhibit 1.2: Market Autopsy of Emperador Brandy Emperador is considered one of the sought after brand among male market Top of mind among its competitors Fast moving inventory sales on different retailing channels High market share in the liquour industry surpassing the beer industry Targeted the highest and the widest segments in the liquor industry. Emperador has magnetised 97% of the Philippine brandy market, repelling competitors with 33m 9-litre annual case sales. Emperador has not only won the brandy battle, it seems it is winning the spirits war, too. It claims to have a 50% share of the total market (73% in Manila) and is

Exhibit 1.3:

SWOT ANALYSIS Exhibit 1.4: STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

SWOT ANALYSIS: Proposed Marketing Action Plan/Strategy forEmperador Brandy for 2017 Strenghts: ( INTERNAL FACTORS) Weaknesses:

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Launched as the first brandy label in the Philippines Undergoes delicate blending and aging process development process. Philippines premier brand and now worlds largest brandy by volume of sales. Offers variety of liquor in terms of alcohol proof contents which gives consumers a wider selection to choose. Visibilityand accessibility of the brand from the biggest channel down to the lowest level of distribution like sari- sari store and convenient store within your reach. Aggressive advertising and promotional campaign Affordability of price

Opportunities: ( External factors)  Increasing Brand/product Shifters from beer to hardliquors  Global expansion ot just in Asian market but now penetrating the global distribution such as Europe and Middle East and latin american market  Increasing Liquor importer and wholesaler for local brands like Emperador

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Health impact to drinkers Increasing advocacy campaign on liquor drinking habts Market saturation or too much distribution Health hazards

Threats: Increasing competitors of similar brand( alfonso, fundador etc.) Aggressive entry of newer innovated beers such as flavored beer, tanduay ice, fruity flavor liquor like the bar Government restrictions such as limitations of supply and increasing tax requirements Health hazards advocacy imposed by the public organizations such as church, DOH and government agencies.

Exhibit 1.5:.BCG Matrix

Exhibit 1.6: Brand placement represented by its location in the matrix

Exhibit 1.7:. Product Life cycle

E. Better than others Strategy ( competitor’s analysis) “ It’s Easy to Copy but difficult to build a name” Primary Target Competition Who are the brands you need to react immediately Who are the brands that are for further observations Highlight your brand competitive

Exhibit 1.8:The case OF Emperador Primary Target Competition: Emperador is competing with the following liquor such as > vodka, Gin, Whisky and Wine brand such as Alfonso, Matador,Tanduay rum and White castle Whisky and even Fundador. Demand for alcoholic drinks declines slightly in 2015 Whiskies remains the fastest growth category in spirits Emperador acquires Beam Suntory’s Spanish brandy and sherry business On-trade consumption strengthens Wine remains the fastest growing category Emperador brandy sells 7 out of 10 bottles in Metro manila Philippine brand Emperador is the world’s No. 1 brandy. Rival Ginebra San Miguel is apparently the world’s No. 1 gin, and competitor Tanduay Rhum is the world’s No. 2 rum. He added that statistics showed the world’s biggest importer of Spain’s Fundador brandy is, to my added surprise, the Philippines. Wow!

S I S Y L A N A T E K R A M 3. STP LS A O G / IES G E T A STR

. Target Market 10.

Market segmentation

PTM-primary target market- logical volume customers a firm chosen to compete with to win the same customers. Like: Gilltte “sensor” are pushed 4 yuppies and Rubi for “ masa”

Exhibit 1.9 Market Segmentation: Target Market :Emperador brandy due to its alcohol content were segemented both for: Younger consumer in their LDA ( legal drinking age-18 years old) male and some female 72 proof targeted more matrured consumers Male belonging to the Broad C market and CDE or the mass market Geographically located in urban, su urban and Rural areas of the market With its name Emperador which means “ bonding with friends” it caters more to the “ barkada” segments or the groupie like the college students and the Yuppies

Exhibit 1.10: McDonalds target market profile in the US Kids 3 to 7 years -happy meal (healthier choice with free toys strategy) Families- Weekend outing or Meals (drive-thru, take out and Mc Delivery) Students- Primary, Secondary, College students( a place to hang out or study) Cafe- goer- for quiter ambience, a place to relax or read or even business entertainments (Mc Cafe) Working Adults and Yuppies- seek convenience meals or “grab and Go” ( drive- thru, take outs and delivery) 24 hour operations

Exhibit 1.11: Close up target market Demographic of Users Age: 16 to 21 Sex: m/f Income: C+/C Civil status: single Profession: student Location: Urban Psychographics: free spirit outgoing, playful, active and hygenic Benefits desired: fresh breath

G. MARKETING POSITIONING The Proposed Positioning of the Productthe USP, Image and over all positioning of the brand. The case of Emperador basic Positioning

Exhibit 1.12: Positioning strategy of Emperador brandy The brand is position by using liquor advertisements that feature sexy women, the ads of Emperador brandy emphasize success in life and traditional moral values such as hard work, ambition, listening to parents' advice, and professionalism. [1]  The people featured in the advertisements were always dressed well, wearing coats and suits Brand Positioning: Emperador’s Brand personality ( consumer perception with the product)

“ Emperador brandy is psition as a young, aspirational product. Brandy may be for older drinkers in other parts of the world but here it’s young and vibrant.”

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11. Samples of Good Marketing Objectives: Sales: To sell 80 metric tons of processed meats a day vs. last year’s 61 metric tons, an increase of 3o%. Market shares: To maintain leadership in the soap industry and improve market share to 55% up from 51% last year. Profit: To attain P10 million in net profit after tax, equivalent to 40% return on investment this fiscal year.

L A C I G T N C I T A T E K R A M : S N PLA Y G E T STRA

rategy Mix St g in t rke g rketin og Ma ation u r ma r o g y e t e v e In chie ics- Th d to a d Tact neede n a s t y n g e ses. stm trate expen ting S of inve ics. g e n k in r t w a e o ct kd ark 13 . M an d t a e brea n of m get- th r strategies akdow d e r u b B d g an you rketin fows ell as 14. M a t, cash s as w n e e iv m t c e tat obje o me s ns- Inc la P l ancia 15. Fin

I. Assembling the Marketing Mix/The 4 P’s Strategy What kind of product do I have? Superior, parity or basic? And Which of my marketing mix components will take the lead to support product sales? Place Price Advertising Sales promotion PR/ Events Personal selling/Direct marketing

Exhibit 1.13: Marketing Mix strategy Emperador Brandy Products Emperador Brandy Solera Reservada- ABV: 40% Color: Golden Amber Solera Aged: 12 years Flavor: caramelized nuts, tiramisu, honey butter, and mocha  [3] Emperador Light Brandy- ABV: 27.5 Color: Golden Amber Solera Aged: 12 years Flavor: caramel cream, honeyed dried fruits, touch of pepper and honeydew  [4] Emperador Deluxe- ABV: 30% Color: Dark Amber Flavor: Palomino grapes, toffee, almonds and honey

The 4 P’s Strategy Launched as Philippines first brand label with delicate blending and aging process with distinctive aroma flavor and consistent mellow quality due to its variety of alcohol contents/proof that suites the target market. Product: Price

:

Php.88.00/RETAILPRICE(srp)

Price penetration strategy, affordable and acceptable

Place/ Channels of Distribution: Territorial distribution: Asia,Middle east and worldwide Philippines- nationwide distribution on the following channel category: Leading supermarkets and Groceries Sari-sari store and convenient stores Hotel and motel,

POP Display ( Merchandizing strategy)- In Store display

Shelf- talkers and displayattracts impulse buying

PROMOTIONS STRATEGY TRIMEDIA advertising (TV, Radio and Print)

On Line and Social media ads

Outdoor ads like billboard, posters, streamer, banner ads Digital ads LED ads, electronic ads Traditional ads such as leaflets, flyers, brochures and stickers Events, exhibits, Networking Contest, retail promotions

Exhibit 1.14 Promotion strategy

J.CONTINGENCY PLAN Back up plans in case of success and failure Safety net in terms of risks factors Alternative plan of action or Plan B in terms of business conflicts Future plans for sustainability of the brand

K. Marketing Budget Enumerates the : Breakdown of investments needed to attain marketing objectives and implement strategies and tactics. Marketing expenses Return on Investments

XI.Financial Plans Indicates relevant financial figures in details such as: Break-even point Monthly Forecast Cash fow and All marketing expenses.

CONTINGENCY PLAN FUTURE PLAN IN CASE OF: Success an failure Back- up plan Safety net Other options or alternative to continue the business operation.

Review of the Marketing Plan: Analyze the following cases, Identify and explain further the strategy and the action plan implemented by the company.

 Mega sardines is one of the newest brand of sardines in the country today. They made a successful entry in the consumer market with their television commercial emphasizing the freshness of their product through thier “ from catch to canning” on the same day campaign in all their promotional materials. The message tell the people that Mega sardines is the only manufacturing company that has their own ship for fishing and the can store the sardines in a can at the shortest possible time.  What competitive advantage was emphaisze in the story of Mega sardines that differentiates them from other sardines manufacturer? How did the company uses this as their strenght against competition? Justify.

Market Position strategy Market Leader- brands with highest market shares Expand the market Protect existing market Increase market shares The case of COLGATE maintains to be the leader for 8 decades now. What makes them a Superbrand

4 Offensive and Defensive Strategies of a Market Leader Innovation strategy- coke launched a widely accepted resealable bottles in 1990’s. No need for can openers. Confrontation Strategy/ head onBiogesic can be taken anytime. Preemptive strategyHarrassment strategy

Market Challenger Brands that has closest market shares to market leader Brands with aggressive marketing mix, in challenging market leaders by: Climbing up the walls Digging up holes Go thru the sides of the wall Break the wall

Market Follower Neither market leader or market challengers Those who follow immediately at the distance and Those who are

Market Niche Also called “ specialist strategy” must ensure that their market has: Sufficient size Purchasing power and Growth potential to be Profitable enough.

Marketing Strategy focus on the following:

Marketing mix:

Product strategy Pricing strategy Distribution channel strategy Promotion strategy