V47 10 step product marketing plan tolentino

10 STEP Marketing Plan for San Mig Light Michael B. Tolentino February 2010

5 Steps for Part 1 (PTM and Positioning) ,[object Object],[object Object],[object Object]

5 Steps for Part 1 (PTM and Positioning) ,[object Object],[object Object]

5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Positioning to the Primary Target Market Part 1: Steps 1 to 5

1.My primary target market (PTM) is.. ,[object Object],[object Object],[object Object]

2. My PTM’s Needs, Wants, and Expectations… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

3a. San Mig Light has many impressive competitors ,[object Object],[object Object],[object Object]

San Mig Light is #1 in niche: low priced product for 20-26 yrs San Mig Light Coors Light San Miguel Pale Pilsen Lone Star Light Red Horse Colt 45 Price vs. Age Matrix Beer Na Beer Price/ Age Matrix 18-20 yrs 21-25 yrs 26-30 yrs 30 yrs up High price Low Price

4. San Mig Light positions strongly in a niche market opportunity ,[object Object],[object Object],[object Object],[object Object],[object Object]

5a. Based on competitor’s share of shelf, beer market is P27 Billion ,[object Object],[object Object]

5b. Based on company data, San Miguel Brewery share is 90% ,[object Object],[object Object]

5c. Consumer data indicates a size of P95 billion ,[object Object],[object Object],[object Object]

5. Concluded that beer market is ,[object Object],[object Object],[object Object]

The Marketing Mix Strategy Part 2: Steps 6 to 10

6a. The beer category is dominated by 6 brands…

6b. Product Description ,[object Object],[object Object],[object Object]

7. Price- San Mig Light is cheaper priced in bottle ,[object Object],[object Object],[object Object]

8a. San Mig Light as part of healthy diet… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

San Mig Light will show in tv commercials… ,[object Object],[object Object],[object Object]

San Mig Light will also use print ads… ,[object Object],[object Object]

8b. Competitors - Colt 45 ,[object Object]

Lone Star Light ,[object Object]

The New San Mig Light Commercial… ,[object Object],[object Object]

9. San Mig Light is distributed nationwide using San Miguel Brewery’s network ,[object Object],[object Object],[object Object],[object Object]

10. San Mig Light is a niche leader ,[object Object],[object Object],[object Object]

SUMMARY ,[object Object],[object Object],[object Object]

V47 10 step product marketing plan tolentino

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