1. 10 Step Marketing Plan forCentury Tuna Carla A. Azucena January 2011

2. 5 Steps for Part 1(PTM and Positioning) Century tuna PTM are hard-working, image-conscious, casual health buffs Who want to feel and look good Can choose topical and oral skin care products and other canned tuna Gap is all other brands focus on either skin care or a healthy body The market size is not available.

3. 5 Steps for Part 2(PTM and Positioning) Century tuna is a skin care product in the form of a healthy food item Is 20% premium Uses TV, celebrity endorsers, fun-runs (events), and fitness centers Is distributed in key areas Uses a niche approach to win

4. 1. Primary Target Market Demographics(20-40, M<F, socio-economic class AB and some C, living in urban areas) Lifestyle (busy, hard-working, higher educational status, casual health buff) Behavior (non-athletic, image-conscious)

5. 2. My PTM’s NWE Needs from Maslow’s hierarchy Wants determine choice Expectations from the product

6. 2. My PTM’s NWE I achieve self-actualization when I look, feel, and am healthy I want to be beautiful and inside and outside I want to love the body I am in and have people notice it I want to eat and not feel guilty I need to eat healthful food

7. 2. My PTM’s NWE Hard-working adults need to be appreciated, self esteem, self-actualization They choose century tuna over other skin care products because of skin care promises, nutrition, healthy body They expect to be beautiful inside and outside

8. 3. Competition Direct: Facial cleansers/toners (e.g. Eskinol, Clean and Clear) Indirect: Glutathione, Vitamin supplements (e.g. Myra E), canned tuna products: San Marino Tuna, 555

9. 3b. Competitive Position Map Eskinol Clean and Clear Myra E Century Tuna Glutathione 555 San Marino Tuna

10. 3b. Competitive Position Map

11. 4. Gap between customers and competition Century tuna is the only brand That provides a healthy body and good skin That keeps the skin young and fresh looking For hard-working, image-conscious, casual health buffs Who want to feel beautiful inside and outside No other brand has a similar position Others focus on either skin care or a healthy body

12. 5. Market Size Not available in the print-ad

13. The Marketing Mix Strategy Part 2: Steps 6 to 10

14. 6a. Photo of Product

15. 6a. Photo of Product

16. 6a. Photo of Direct Competitors

17. 6a. Photo of Indirect Competitors

18. 6b. Product Description Canned tuna Has a very high level of Omega-3 Which reduces the body’s production of inflammatory compounds Prevents collagen breakdown keeps the skin young and fresh-looking Healthy addition to the diet

19. 7. Prices Century tuna plain (180g) P25.75 Century tuna Adobo (180g) P21.70 Century tuna hot & spicy (180g)P25.75 Century tuna (100g) P16.20 20% premium compared to facial toners (no. of products consumed/week) 10% premium compared to other tuna products

20. 8a. Promo Promote through TV and print-ads Get celebrity endorsers Sponsor fun runs and fitness activities Set-up kiosks in fitness centers Offer discounts, give free samples, and recipe booklets

21. 8b. Competitor Promo Print-ads, commercials Celebrity endorsers

22. 9. Place Supermarkets, sari-sari stores, convenience outlets, fitness centers Key areas (urban areas) Pick-up by customers Cash and credit transaction

23. 10. Winning Generic Strategy Century Tuna’s main strategy is to dominate a new market segment of hard-working, busy hard-working adults who want to be beautiful inside and outside.

24. SUMMARY

25. 5 Steps for Part 1(PTM and Positioning) Century tuna PTM are hard-working, image-conscious, casual health buffs Who want to feel and look good Can choose topical and oral skin care products and other canned tuna Gap is all other brands focus on either skin care or a healthy body The market size is not available.

26. 5 Steps for Part 2(PTM and Positioning) Century tuna is a skin care product in the form of a healthy food item Is 20% premium Uses TV, celebrity endorsers, fun-runs (events), and fitness centers Is distributed in key areas Uses a niche approach to win

27. 10 Step Marketing Plan forCentury Tuna