NO1 Top Black Magic Specialist In Lahore Black magic In Pakistan Kala Ilam Ex...
10 step marketing plan - mlee - fiesta spaghetti
1. 10 STEP
Marketing Plan for
(Fiesta Spaghetti – White King)
Maureen Lee
October 2011
http://maureentlee.blogspot.com/ 1
2. Disclaimer
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.
http://maureentlee.blogspot.com/
3. Step 1
Describing the Primary
Target Market (PTM)
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
http://maureentlee.blogspot.com/
4. Step 2
PTM’s Needs, Wants & Demands
with their Spaghetti
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.
http://maureentlee.blogspot.com/
5. PTM Needs
Mothers need to provide the best tasting
food for celebrations
Mothers need to be recognized for their
cooking and parties they organized
Cooking for celebrations is a need
for expression of love
Need food to survive
Reference: Maslow’s Hierarchy of Needs Pyramid
http://maureentlee.blogspot.com/
6. PTM Wants – Top 2 Priority
Affordable
Worth it!
SULIT!
High Quality Product
http://maureentlee.blogspot.com/
7. Step 3
Fiesta Spaghetti’s
Competitors
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)
http://maureentlee.blogspot.com/
8. Step 3-A
Fiesta Spaghetti’s Position Map
Price vs Market Class (2009)
2009 Market Share
(Retail Value Sales)
White King
Fiesta
30%
Unilever - Knorr
Royal
28%
Reference:
http://www.euromonitor.c
om/pasta-in-the-
philippines/report
http://maureentlee.blogspot.com/
10. Step 4
Closing the GAP
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
http://maureentlee.blogspot.com/
11. Step 4
Positioning Fiesta - Maker
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
http://maureentlee.blogspot.com/
12. Step 4
TV Commercials work for
Fiesta Spaghetti - Positioning
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
http://maureentlee.blogspot.com/
13. Step 4
Positioning Fiesta using
Taglish term “i-share”
Maricel Soriano’s Endorsement
“i-share ang sarap ng FIESTA”
Kris Aquino’s Endorsement
“I choose FIESTA. Sulit i-share ang sarap”
http://maureentlee.blogspot.com/
14. Step 5-A
FIESTA vs Royal – Market Share
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
http://maureentlee.blogspot.com/
15. Step 5-B
FIESTA’s Market Share
– Company Data
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
http://maureentlee.blogspot.com/
16. Step 5-B
FIESTA’s Market Share
– Company Data – Derived Analysis
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
http://maureentlee.blogspot.com/
17. Step 5-C
FIESTA’s Market Share
– Customer Data projects a size of
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 Pesos
80 Pesos used as the average price per kilo of spaghetti
http://maureentlee.blogspot.com/
18. Step 5-C
Projected Market Size for Spaghetti
1. Third Party Data = 2.38 Billion Pesos
2. Company Data = 2.38 Billion Pesos
3. Customer Usage Data = 2.8 Billion Pesos
http://maureentlee.blogspot.com/
20. Step 6
Fiesta Spaghetti vs Competition
Direct Competition
Indirect Competition
http://maureentlee.blogspot.com/
21. Step 7
Price Profile of Spaghetti – Oct 2011
per kilogram
http://maureentlee.blogspot.com/
22. Step 7
Fiesta Spaghetti Price vs Competion
• 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
http://maureentlee.blogspot.com/
26. Step 8
Fiesta Spaghetti Event
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
http://maureentlee.blogspot.com/
27. Step 8
Kris Aquino shares her personal experience
and relate it to Fiesta Spaghetti
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
http://maureentlee.blogspot.com/
28. Step 8
Competitor Promo and Actions
Del Monte offers Merienda Packs for Everyday
http://maureentlee.blogspot.com/
29. Step 8
Competitor Promo and Actions
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”
http://maureentlee.blogspot.com/
30. Step 9
Place – Fiesta is available to almost
all retail channels
Big Super Markets – SM, Rustan’s
Small Time Groceries – Local Groceries
Wet Market – Typical Palengke
Convenience Stores – 711
Friendly Neighborhood Sari-Sari Stores
http://maureentlee.blogspot.com/
31. Step 10
Fiesta Spaghetti
– Generic Winning Strategy
Low Cost Producer
Supply and Distribution Leverage
Differentiation
http://maureentlee.blogspot.com/
32. Step 10
Fiesta Spaghetti
– Generic Winning Strategy
• 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”
http://maureentlee.blogspot.com/
34. Steps 1 to 3
Fiesta Spaghetti Penetrated
the Market in 2009
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.
http://maureentlee.blogspot.com/
35. Steps 4 to 6
Fiesta Spaghetti
is sulit i-share
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.
http://maureentlee.blogspot.com/
36. Steps 7 to 10
FIESTA Spaghetti is low cost
and always available
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.
http://maureentlee.blogspot.com/
37. 10 STEP
Marketing Plan for
(Fiesta Spaghetti – White King)
Maureen Lee
October 2011
http://maureentlee.blogspot.com/ 37