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Consumer

Buy me

Company

Competitor
The one with the best value wins

Energy drink market

Energy drink market


Pinoy

Energy drink market

Good taste Energy Energy


Generic strategy No updated differentiation

Broad market

Brain

Each brand would either target a particular market or might be attacking the same segment

3Cs of Marketing
Customer

Company

Competitors The brand or company that provides the best value will be the choice of the consumer

Marketing Strategy
Is the process of planning and executing the
conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfies individual and organizational objectives The critical management process that enables the company to pragmatically sketch out plans and programs to achieve organizational short term and long term objectives through satisfaction of needs and wants of consumers better than competition with constant consideration of external variables.

Marketing Strategy
Is the process of planning and executing the
conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfies individual and organizational objectives The critical management process that enables the company to pragmatically sketch out plans and programs to achieve organizational short term and long term objectives through satisfaction of needs and wants of consumers better than competition with constant consideration of external variables.

The Marketing Strategic Planning Process


Consumers Environment Competitors Internal Evaluation

Objectives
Segmentation Targeting and Positioning

Product
Price Distribution

Promotion

McDonalds Jollibee

To be the number 1
hamburger chain in the world

To be the number 1 fast


food chain in the Philippines

Class C and D

Market leader

Newcomer

Market leader

Always on time Lower rates Aggressive advertisements

Battle of the itchy scalp

Lowest in profitability Only one of the many minor


players in the industry

Usually is price driven Their prices are squeezed by


distribution channels

Market Leader

Market Challenger

Market Leader Purefoods Market Challenger Swift Market Follower


Holiday

Mekeni CDO Bibbo


Mother Earth Yummy but expensive Swiss brands very

Nicher

expensive but bought by class A consumers

The age old Filipino favorite barged back into the market to compete against Nestle and Selecta. However, today they remain to be a category challenger

SWOT Analysis
Strength
What you have that your competitors do not have that is
relevant to the market

Weakness Opportunities
company

External variables that plays a favorable effect to the MAXIMIZE STRENGTHS AND MINIMIZE WEAKNESSES
TO CAPITLIZE ON OPPORTUNITIES WHLE AVOIDING THREATS

Threats STRATEGIC GOAL

External = The environmental factors that affects the business

Internal = How good the business is

New Entrants

Suppliers

Rivalry of Existing Comp

Buyers

Substitutes

Current Situation Strategy ( how do we get there)

Objectives (where do we want to go)

Gin Story

Share Of Throat

Ginebra San Miguel Story

GSM Blue was tasked to cater to current users as well as younger market. They used Anne Curtis as image model for the brand. The original GSM is declining at 15% annually

THE RACE FOR THE BEST SMART PHONE

New Challenger in the baby segment that threatened J&Js position

The BCG Matrix


Share High Growth High Star Question Mark Low

Low

Cash Cow

Dog

The BCG Matrix


Share High Growth High Star Low Question Mark

Low Cash Cow Dog

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