Create demand

Strategy

Sales to execute the strategy

All strategies should be basaed on facts, study, demand, need of market, observation.

-numbers

-study

-results/findings

How to convince customers to accept nata in cans. Ask in stores

Wag makisabay sa bandwagon. Need to study

Madaming steps before NPD

-programs are from marketing

-not all programs in national. Not one size fits all

Major campaign- national program

Mother campaign- lahat ng particualt product (ATL)

Tactical campaign- not for all products. Specific sku

Business dev- start up companies, new categories

Expo-leads for new products, new supplier, useful in HRI to grow business

Mother handle- PR event (PR agency)

Product porfoilio- extension, confidential RnD

Your programs depends on research

Nielsen research agency

Marketing plan

7 killer questions

Potential program

Strategy

- You can ask trade, customers, research

Week – 2 tuna

Week 3-4 prime

Week 56- sardines

Marketing plan ko is tuna

Tradeshows- convention for tv networks

Brand specialist

BRAND MANAGEMENT- gross profit, strategy, programs, loopholes, lifecycle of the brand

- Implement strategy into physical

- Monitor (ask sales if working or not. You can ask them) Monitor it because naglalabas ng pera.
- Evaluate . if you will continue the program or not. Hit or miss. Miss maybe bcs of execution,
hilaw marketing plan

RESPONSIBILITIES

- Conceptualize marketing programs in support of brand objectives. Wag gagawa ng ginagawa ng

kalaban. It should be game changing or kakaiba to turn it as purchase
- Conceptualize activation aligned with brand positioning and objectives (brand promise)
- Spearheads product development NPD, SKU extension
- Define target volume projections (has basis)
- Prcing strategy (has great impact in demand) competition, capital (bottom figures)
- Price gap
- Product packaging( consumers consume what they see) look at ypur competitors. Consider
target market
- Trade merchandising
- Advertising
- Promotional strategies
 - Aattaining target volume and market share, profit margin (never launch a product na palugi) the
bigger profit margin mas maraming mawawaldas
- Coordinates with sales, tmg, merchandising
- Assesess and interpret market research data
- Cost benefit analysis (marketing pinakagastos) cts
-

Growth of a company is in NPD, to tap a new customer

Product forfolio- launch a new product

It’s a hard to maintain multiline producst. Is the company can support it

Must be adaptable. Must be creative based on strats. Viable solutions

NPD processNew product allows high cts, expect negative profit (2 years bcs you invest in brand
awareness). 3rd yr break even, 4th yr earning. 5TH Year rationalize if cocontinue pa to minimize money.
Magastos NPD

Normally market leader has the highest brand equity. Doesnt work in all categories

Can veg customers are not brand loyal

-ATL

-BTL must depend on the brand positioning

Your objectives are not same with all region. Strategy differs form diff places.

Ex Mindanao are price conscious,

EXTERNAL SUPPLIERS

- 3RD PARTY AGENCIES

- SUPPLIER
- IN TVC HAS A MIDDLEMAN
- MEDIA PARTNERS
- Endorsers
- influencers

TARPS- level na dapat mareach

MARKETING PLAN

PARARITY PRICING

PREMIUM

PENETRETAIVE- LOWER PRICE

SKELETON- RTB , EMOTIONAL FUNCTIONAL

TIMELINE WILL HELP YOU IN NPD

MARKETING PLAN- 50 UP SLIDES

IDENTIFY FIRST THE NEED OF YOUR TARGET MAREKT

BRAND DNA, RTB (ADDRESS THE NEEDS AND WANT OF THE CUSTOMER)

MARKETING MIX FOCUS TO MAKE IT AN EFFECTIVE CAMPAIGN

Theres always a room to learn