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Positioning Palm Based Products in
the PhilippinesRoosevelt T. de Asis, Jr.
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High cost of raw material input
10%-20% premium than Coconut Oil
Coconut Oil > Palm Oil
- prolonged El Nino phenomenon
- 5-year production cycle for Coconut
Challenges of Palm Based Fats
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High cost of raw material input
Consumer awareness
Physical characteristics
Challenges of Palm Based Fats
less white
didn’t have the wonderful coconut aroma
cheaper packaging
Where will we position our product?
Challenges of Palm Based Fats
How do we make it acceptable?
How do we make our story stick?
BACK TO BASICS
Finding Our Own Niche
PPPPPPP
roductriceromotionslacehysical Environmentrocesseople
Finding Our Own Niche
PriceProcess
producing from the source MALAYSIAINDONESIA
price at a premium
Finding Our Own Niche
PlacePhysical Environment
Which space will we play in?
Product capabilities
Company infrastructure
FOCUSED SELLING
- specific industries and customers
- specific geographical areas
Finding Our Own Niche
PlacePhysical Environment
Supply Chain
mainstream distribution channels
COCONUT based fats
stand-alone system
- addressing specific requirements of identified
customers
Finding Our Own Niche
People
Technical capabilities
highlight product advantages
manufacturing sites
business partners
R&D SUPPORT
Finding Our Own Niche
Productendless product research and application testing
Processing
of oilBlending
Final
processes
ENHANCE THE FUNCTIONALITY
“what was inside the carton that mattered”
“how efficient our product was, not the face value of our price”
The Changing Times
product penetration
pricing mechanismfollowed world pricing
The Changing Times
The Changing Times
The Changing Times
The Changing Times
Thank you very much
