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10 STEP 
Marketing Plan for 
HI-LAS MARKETING CORP. 
Jason J. A. Anasarias 
December 2014 
http://jayzsmoothandisayyes.blo...
5 Steps for Part 1 
(PTM and positioning) 
1. The Primary Target Market (PTM) 
2. PTM’s Needs-Wants-Expectations (NWE) 
3....
5 Steps for Part 2 
(Marketing Mix & Strategy) 
6. The HILAS Marketing Mix 
7. Pricing Strategy: Premium pricing for PH 
S...
1. HILAS PTM are all foreign 
buyers… 
HILAS Primary Market Segmentation 
Sea-freight Consumers Air-freight Consumers 
Gou...
1. HILAS secondary target market 
is: the common shopper 
Demographics 
• Mango fruit consumers cut across all social clas...
1. HILAS marketing strategy is focused 
on the common consumer
2. HILAS Target Market’s Needs- 
Wants-Expectations (NWE) 
Needs: 
• Nutritional value 
• Disease-prevention 
Wants: 
• Af...
2. Influencing Buyer Behavior 
Food Needs 
Premium Product
3. HILAS’ main competitors 
are … 
1.Lapanday Holdings 
2.DOLE 
3.Marsmann Draysdale Foods Corp. 
4.ProFood International ...
4. Product positioning: PH mango 
is the best in the world 
Product Features vs Variety Matrix 
Carabao Keitt Haden Kent A...
4. What they are saying about PH 
mango 
1.The Guinness Book of World Records considers 
the Philippine Super Mango variet...
5. The International Mango 
Market 
1. The world mango market: US$543M at 1.15 tons (2011) 
2. The US is worlds biggest ma...
5. The International Mango 
Market 
5. India is the worlds biggest producer (11M tons), followed 
by China (4M tons) and T...
5. The International Mango 
Market: Top Varieties
5. Prospects for PH Mango 
Export Market 
1.PH mango export is set rise from 20,000 tons (3- 
year average 2008-2011) to 3...
6. The HILAS Advantage 
Total Business Model 
Grower Processor Exporter 
• Presence at all levels of the supply chain.
6. The HILAS Advantage: 
Structure 
Diversified Agribusiness Company 
Fresh Mango Processed Mango High-value Crops 
• Prod...
6. The HILAS Advantage: 
Infrastructure 
World Class Facilities 
Modern Farming Technology Cold Storage Vapor Heat Treatme...
6. The HILAS Advantage: 
Quality Management 
Global Quality Certified 
• Quality assurance is systematized and certified b...
7. Pricing Strategy: High Price 
for PH Super Mango 
• High Product Quality = High Price 
• PH Super Mango is paid at a pr...
7. Pricing: PH Mango vs other 
varieties 
Price/ User 
Matrix 
Keitt Carabao Haden Kent Atkins 
Europe US Asia 
High price...
7. Price Comparison: PH 
Super Mango Worldwide 
PH Super Mango is pricey. 
South Korea = 6000 won (PHP250)/piece 
Japan = ...
8. Communication Strategies 
for PH Mango 
Personal Communication 
1.Website 
2.Social media 
(Facebook) 
3.Word-of-mouth ...
8. Communication 
Strategies for PH Mango 
On-Line Marketing 
Facebook Website
8. Communication 
Strategies for PH Mango 
Public 
Relations 
and Events 
Cooking Shows/TV Spots 
Food Expos/Fora 
Recipes...
8. The Best Strategy for PH 
Mango 
Word-of-Mouth: the product sells itself
9. HILAS Sales Channels 
• HILAS sells its mango products via direct 
selling only, via wholesale. 
• The company keeps di...
10. HILAS’ competitive 
advantage… 
1.The product sells itself. Buyers look for HILAS, 
not the other way around. 
2.Due t...
SUMMARY
5 Steps for Part 1 
(PTM and positioning) 
1. The Primary Target Market (PTM) 
2. PTM’s Needs-Wants-Expectations 
(NWE) 
3...
5 Steps for Part 2 
(Marketing Mix & Strategy) 
6. The HILAS Marketing Mix 
7. Pricing Strategy: Premium pricing for PH 
S...
10 STEP 
Marketing Plan for 
HI-LAS MARKETING CORP. 
Jason J. A. Anasarias 
December 2014 
http://jayzsmoothandisayyes.blo...
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Sample 10-step Marketing Plan

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Sample 10-step Marketing Plan

  1. 1. 10 STEP Marketing Plan for HI-LAS MARKETING CORP. Jason J. A. Anasarias December 2014 http://jayzsmoothandisayyes.blogspot.com/
  2. 2. 5 Steps for Part 1 (PTM and positioning) 1. The Primary Target Market (PTM) 2. PTM’s Needs-Wants-Expectations (NWE) 3. The Competitors 4. Product Positioning: PH mango is the best in the world 5. The international Mango market
  3. 3. 5 Steps for Part 2 (Marketing Mix & Strategy) 6. The HILAS Marketing Mix 7. Pricing Strategy: Premium pricing for PH Super Mango 8. Communication Strategies for PH mango 9. Sales channels 10.Product Differentiation
  4. 4. 1. HILAS PTM are all foreign buyers… HILAS Primary Market Segmentation Sea-freight Consumers Air-freight Consumers Gourmet Fruit Stores Market Wholesalers
  5. 5. 1. HILAS secondary target market is: the common shopper Demographics • Mango fruit consumers cut across all social class, but PH mango abroad is considered as for the high-value customers. Lifestyle • Fruit and nutrition lovers, health and wellness buffs, organic food consumers, and “exotic” food lovers. Behavior • An int’l fruit consumption study shows that 35.56% of respondents consume mango weekly (top 3). • Mango consumption in temperate countries is increasing at 3.5 kilos per year.
  6. 6. 1. HILAS marketing strategy is focused on the common consumer
  7. 7. 2. HILAS Target Market’s Needs- Wants-Expectations (NWE) Needs: • Nutritional value • Disease-prevention Wants: • Affordability (price-competitiveness) • Product quality (size, color, sweetness, aroma, and non-fibrous taste) • Long-shelf life • Durability during transportation Expectations: • Year-long product availability of quality mangoes
  8. 8. 2. Influencing Buyer Behavior Food Needs Premium Product
  9. 9. 3. HILAS’ main competitors are … 1.Lapanday Holdings 2.DOLE 3.Marsmann Draysdale Foods Corp. 4.ProFood International Corp. 5.Variables: Seasonality of supply, Weather Conditions, Fruit Fly Infestation, Trade Barriers, and Shipping onstraints
  10. 10. 4. Product positioning: PH mango is the best in the world Product Features vs Variety Matrix Carabao Keitt Haden Kent Atkins Durability Sweetness Aroma Color Shelf life Size Pulpiness
  11. 11. 4. What they are saying about PH mango 1.The Guinness Book of World Records considers the Philippine Super Mango variety (a sub-variety of Carabao mango) as the best in the world. 2.The sweetest and the most flavorful in the world: Philippine Super Mango sweetness rating: 22 Brix using a gadget known as the refractometer.
  12. 12. 5. The International Mango Market 1. The world mango market: US$543M at 1.15 tons (2011) 2. The US is worlds biggest mango consumer market (271,848 tons at USD280 M). The EU is next at 225,000 tons. Japan imports 10,000 tons annually. 3. Mexico is the leading global mango exporter with 270,000 tons. Thailand is the 2nd biggest exporter. Brazil is the top exporter to the EU. PH exports 22,000 tons annually. 4. The PH is the worlds 6th biggest mango producer with 3.5% of output at 823,576 tons per year, but 95% of PH mangoes are consumed in the country.
  13. 13. 5. The International Mango Market 5. India is the worlds biggest producer (11M tons), followed by China (4M tons) and Thailand (2M tons). Asia constitutes 77% of global production. 6. The most popular exported mango varieties are: Kent, Tommy Atkins, Haden and Keitt. 7. Fresh mango prices are decreasing due to oversupply, but those of processed mango are increasing. 8. PH is major supplier of mangoes to Hong Kong and Japan, with 65% market share. The two countries absorb 89% of PH mango exports.
  14. 14. 5. The International Mango Market: Top Varieties
  15. 15. 5. Prospects for PH Mango Export Market 1.PH mango export is set rise from 20,000 tons (3- year average 2008-2011) to 34,000 tons by 2020. 2.Japan and Hong Kong remains to be key markets, but the US market for PH super mango is rapidly expanding. 3.Growing shift from fresh mango exports to the rapidly expanding processed mango sector. 4.Economy scale of PH mango production will remain small in the foreseeable future
  16. 16. 6. The HILAS Advantage Total Business Model Grower Processor Exporter • Presence at all levels of the supply chain.
  17. 17. 6. The HILAS Advantage: Structure Diversified Agribusiness Company Fresh Mango Processed Mango High-value Crops • Product diversification increased profit margin
  18. 18. 6. The HILAS Advantage: Infrastructure World Class Facilities Modern Farming Technology Cold Storage Vapor Heat Treatment • Investment in high-tech and modern facilities increase enterprise value and efficiency
  19. 19. 6. The HILAS Advantage: Quality Management Global Quality Certified • Quality assurance is systematized and certified by accredited monitoring services
  20. 20. 7. Pricing Strategy: High Price for PH Super Mango • High Product Quality = High Price • PH Super Mango is paid at a premium in the global market • Demand always outstrips supply • PH Super Mango export supply is limited (only 5% of total production) further pushing the value of the product. • Thin Mango Skin = Faster Fruit Maturity • Product sensitivity limits market to Asia for sea-freight (low-cost) transport)
  21. 21. 7. Pricing: PH Mango vs other varieties Price/ User Matrix Keitt Carabao Haden Kent Atkins Europe US Asia High price Medium price Low price Price vs. Consumer Matrix
  22. 22. 7. Price Comparison: PH Super Mango Worldwide PH Super Mango is pricey. South Korea = 6000 won (PHP250)/piece Japan = US$63 (PHP2700)/kilo USA = US$3.99 (PHP170)/piece Canada = US$1.69 (PHP73)/piece Belgium = Euros 2.4 (PHP142)/piece
  23. 23. 8. Communication Strategies for PH Mango Personal Communication 1.Website 2.Social media (Facebook) 3.Word-of-mouth Mass Communication 1. Press releases (native advertising) 2. Public relations (PR): TV spots 3.Events and Experiences
  24. 24. 8. Communication Strategies for PH Mango On-Line Marketing Facebook Website
  25. 25. 8. Communication Strategies for PH Mango Public Relations and Events Cooking Shows/TV Spots Food Expos/Fora Recipes Native Advertising
  26. 26. 8. The Best Strategy for PH Mango Word-of-Mouth: the product sells itself
  27. 27. 9. HILAS Sales Channels • HILAS sells its mango products via direct selling only, via wholesale. • The company keeps direct contacts with purchasers of purchasers of hypermarkets, supermarkets, fruit distributors and gourmet fruit in its core markets.
  28. 28. 10. HILAS’ competitive advantage… 1.The product sells itself. Buyers look for HILAS, not the other way around. 2.Due to its presence at all levels of the supply chain, HILAS can readily fill big orders. 3.Because it is certified by international quality marks, HILAS can easily enter global markets that are otherwise closed to PH suppliers due to strict quality requirements and barriers.
  29. 29. SUMMARY
  30. 30. 5 Steps for Part 1 (PTM and positioning) 1. The Primary Target Market (PTM) 2. PTM’s Needs-Wants-Expectations (NWE) 3. The Competitors 4. Product Positioning: PH mango is the best in the world 5. The international Mango market
  31. 31. 5 Steps for Part 2 (Marketing Mix & Strategy) 6. The HILAS Marketing Mix 7. Pricing Strategy: Premium pricing for PH Super Mango 8. Communication Strategies for PH mango 9. Sales channels 10.Product Differentiation
  32. 32. 10 STEP Marketing Plan for HI-LAS MARKETING CORP. Jason J. A. Anasarias December 2014 http://jayzsmoothandisayyes.blogspot.com/

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