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10 STEP Marketing Plan for (Fiesta Spaghetti – White King)
Maureen LeeOctober 2011
http://maureentlee.blogspot.com/
This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.
The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.
When appropriate, data are “masked” so as not to create unexpected conflicts.
The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
Disclaimer
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Demographic Mothers – housewives, working or
professionals who cook or cater parties for family occasions
Dominantly Class C & D but also includes Class B
Age 20 – 55 Buying Behavior – Highly Seasonal
2nd Quarter of the Year – Fiestas, Graduation December Holidays – Christmas & New Year Birthdays, Baptism, Anniversaries and other
special occasions
Step 1
Describing the Primary Target Market (PTM)
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Mothers need to satisfy hunger, express love, be recognized and prepare the best food for their family and loved ones.
Mothers wants to buy affordable products to maximize the value for money and at the same time is concerned about product quality.
Mothers would go for Fiesta Spaghetti over other brands because of the brand promise “sulit i-share”, and its market availability.
Step 2
PTM’s Needs, Wants & Demandswith their Spaghetti
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PTM Needs
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Need food to survive
Cooking for celebrations is a need for expression of love
Mothers need to be recognized for their cooking and parties they organized
Reference: Maslow’s Hierarchy of Needs Pyramid
Mothers need to provide the best tasting food for celebrations
PTM Wants – Top 2 Priority
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Affordable
High Quality Product
Worth it!
SULIT!
Direct Other Pasta Brands – Knorr’s Royal
Spaghetti; Del Monte’s Spaghetti Italiana, Ram’s Premium Spaghetti
Indirect Pancit, Palabok Popular Take Out & Delivery Noodle Dishes
(Amber’s, Buddy’s) Restaurants and Fast Food chains serving
spaghetti and other noodle dishes (Jollibee, TOSH)
Step 3
Fiesta Spaghetti’s Competitors
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Step 3-A
Fiesta Spaghetti’s Position Map Price vs Market Class (2009)
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2009 Market Share(Retail Value Sales)
White King Fiesta30%
Unilever - Knorr Royal28%
Reference: http://www.euromonitor.com/pasta-in-the-philippines/report
Step 3-B
Fiesta Spaghetti’s claims high-end quality @ low price
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Benefit Positioning vs Brand Matrix
Between Customers Attempting to conquer the Class B Market Offering high end quality at affordable price
Between Competition Increased market share in 2009 after
launching Fiesta Commercial with Maricel Soriano as endorser
Continued attempt to increase market share in 2011 with Kris Aquino and Bimby as endorsers
Step 4
Closing the GAP
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Step 4
Positioning Fiesta - Maker
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Selling Propositions – Fiesta TV Commercial 2011
Not malabsak – Firm and Delicious (Product Quality) Sulit i-share with the kid’s friends pati sa grown ups
(Affordable) Spaghetti pa lang masarap na
youtube link: http://www.youtube.com/watch?v=yS8coj6tm38
Investing on TV Commercials Fiesta has invested so much on TV
commercials and endorsers since 2009
Market share greatly increased in 2009 to about 29-30% surpassed the leading brand Knorr’s Royal Spaghetti
Step 4
TV Commercials work for Fiesta Spaghetti - Positioning
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Step 4
Positioning Fiesta using Taglish term “i-share”
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Maricel Soriano’s Endorsement“i-share ang sarap ng FIESTA”
Kris Aquino’s Endorsement“I choose FIESTA. Sulit i-share ang sarap”
Step 5-AFIESTA vs Royal – Market Share
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2009 Market Share – Retail Value Sales Fiesta – 30% Royal – 28%
Reference: http://www.euromonitor.com/pasta-in-the-philippines/report
Market Share – Quantity Sold (Derived Analysis)If you have 200 Pesos, you can purchase: Fiesta = 200 / 69 = 2.90 K
Royal = 200 / 99.50 = 2.01 K
Step 5-BFIESTA’s Market Share– Company Data
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Q1 2011 Market Share – Retail Value Sales Fiesta – 29%
Reference: http://www.rfmfoods.com/investor-relations/newsroom
RFM stated that White King Fiesta Spaghetti sold over 10 million packs in 2010 alone
Reference: http://showbizandstyle.inquirer.net/breakingnews/breakingnews/view/20110318-326206/Kris-Bimby-new-endorsers-of-Fiesta-Spaghetti
Step 5-BFIESTA’s Market Share– Company Data – Derived Analysis
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RFM Claims 29 % Market Share – Retail Value Sales & sold 10 million packs
(Assuming that average pack is 1 kg)
Probable sales data = 10 M packs x 69 pesos/kg = 690 Million Pesos
Company Data & Third Party Data:
Total Market = 690 M ÷ 29% = 2.38 Billion Pesos
Step 5-CFIESTA’s Market Share– Customer Data projects a size of
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Purchase of Spaghetti Packs:
Projected Households in the Philippines in 2010 is 20 Million, assuming only (60%) 12 Million of these households cook spaghetti for special occasions on the average of 3 times per year, 36 million 1-kg packs are sold each year
Total Market = 36 M x 80 = 2.8 Billion Pesos80 Pesos used as the average price per kilo of spaghetti
Step 5-CProjected Market Size for Spaghetti
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1. Third Party Data = 2.38 Billion Pesos
2. Company Data = 2.38 Billion Pesos
3. Customer Usage Data = 2.8 Billion Pesos
Step 6Fiesta Spaghetti Packages
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Pack Sizes:
• 5 kilogram
• 1 kilogram
• 400 grams
Step 6Fiesta Spaghetti vs Competition
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Direct Competition
Indirect Competition
Step 7Price Profile of Spaghetti – Oct 2011per kilogram
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Step 7Fiesta Spaghetti Price vs Competion
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• Royal Spaghetti is 30.50 Pesos more expensive than Fiesta Spaghetti
• Royal Spaghetti’s market share is almost equal to Fiesta Spaghetti in terms of Price
• Conclusion – Fiesta Spaghetti is the Market Leader in terms of quantity sold
Step 8Fiesta Spaghetti TV Advertisements
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Step 8Fiesta Spaghetti TV Ads- Engages High Profile Celebrities
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Step 8Fiesta Spaghetti Sales Promotion
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Step 8Fiesta Spaghetti Event
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Bimby, who turns four this April (2011), opted to celebrate his birthday during the event where he spent gift-giving time with children from Bahay ni Maria, a Bel-Air Makati-based orphanage. The orphans have long been supported by the Concepcions and are now regular beneficiaries of the Fiesta family.
Complete article: http://mb.com.ph/node/313157/bimby-yap-indemand-endor
Step 8Kris Aquino shares her personal experience and relate it to Fiesta Spaghetti
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Aquino said that she chose to endorse brands and products that she actually believed in, adding that these products can be seen in her home because she uses them.
Aquino explained that the Fiesta spaghetti was not only firm and delicious, it was affordable as well. She said that one-kilogram packs are being sold at P69. Each pack of the spaghetti can serve up to 20 plates, making it suitable for sharing, she added.
She revealed that spaghetti was Bimby's favorite and she cooks it at least three times a week for him.
Complete article:http://showbizandstyle.inquirer.net/breakingnews/breakingnews/view/20110318-326206/Kris-Bimby-new-endorsers-of-Fiesta-Spaghetti
Step 8Competitor Promo and Actions
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Del Monte offers Merienda Packs for Everyday
Step 8Competitor Promo and Actions
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Knorr’s Royal Spaghetti is a household brand. Based on personal experience I have always remembered the packaging of Royal in our pantry.
Includes a logo that says “100 Years of Pasta perfection”
Step 9Place – Fiesta is available to almost all retail channels
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Big Super Markets – SM, Rustan’s
Small Time Groceries – Local Groceries
Wet Market – Typical Palengke
Convenience Stores – 711
Friendly Neighborhood Sari-Sari Stores
Step 10Fiesta Spaghetti – Generic Winning Strategy
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Low Cost Producer
Supply and Distribution Leverage
Differentiation
Step 10Fiesta Spaghetti – Generic Winning Strategy
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• Fiesta Spaghetti’s main strategy is to dominate the market by being the low cost producer of spaghetti
• Leverage on supply and distribution by being available to all market classes (A to E)
• Projecting its product differentiation by combining affordability and quality “firm noodles”
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SUMMARY
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1. Fiesta Spaghetti’s PTM is the class C & D Mothers.
2. Mothers who need to satisfy hunger, express love, be recognized and prepare the best food for their family and loved ones.
3. Can buy Ram if would prefer to save 5 pesos or buy Royal which is a more traditional choice.
Steps 1 to 3
Fiesta Spaghetti Penetrated the Market in 2009
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4. The gap is primarily evident in the Class B market and competitor brands that have been long out in the market
5. The market size is 2.38 Billion Pesos with about 29-30% belongs to FIESTA.
6. It is ”Not malabsak” and sulit i-share with the kid’s friends pati sa grown ups.
Steps 4 to 6
Fiesta Spaghettiis sulit i-share
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7. Fiesta Spaghetti is 30 pesos less than Royal and Del Monte Brands but 5 pesos more than RAM.
8. Investing on aggressive marketing through TV Ads, Promotions and publishes the experiences of their endorser.
9. Distributed nationwide.10. Winning strategy is being low cost and
available with high end quality of firmness.
Steps 7 to 10
FIESTA Spaghetti is low cost and always available
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10 STEP Marketing Plan for (Fiesta Spaghetti – White King)
Maureen LeeOctober 2011
http://maureentlee.blogspot.com/