1. 10 STEP Marketing Plan for SELECTA ICE CREAM RAFAEL P. BANAAG III February 2011

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.

3. Steps 1 to 5PTM and Market Size PTM are Kids (4-12 years old). Who wants to satisfy their craving for smooth and creamy frozen delight. Can choose Nestle, Magnolia, Arce Dairy etc. Can capitalize on Ice cream sticks, 3 in 1 + 1 & Double supreme. Ice cream industry is at Php8.5B.

4. Steps 6 to 10Marketing Mix & Strategy Selecta comes in different flavors and sizes. Price is at par with competitors. They are aggressive in TV ads. Can be bought nationwide. Use Differentiation and Supply & Distribution leverage to win the market.

5. 1. Selecta’sPRIMARY TARGET MARKET Demographics: kids, 4-12 years old, M/F, class BCD Lifestyle: students (mostly elementary), on allowance Behavior: sweet tooth, demand pasalubong from parents, request on special occasions

6. 2. Selecta PTM’s NWD Needs: Sense of belonging when bonded with family, Address hunger Wants: Variety of flavors, Satisfy craving for sweet and flavorful treats, Affordability, More milk less sugar, Tub design, Different varieties in one packaging Demands: Smooth creamy frozen delight

7. When kids eat ice cream… Yey!Pasalubong from daddy. Bonding time! I’m hungry! I want to eat! Reference: Maslow’s Hierarcy of Needs Marketing Management, 11thed, Philip Kotler

8. 3a. Selecta is not only one who’s COOL… Direct: Magnolia, Nestle, Arce Dairy, HaagenDazs, Ben and Jerry’s, “Dirty” ice cream Indirect: Frozen yogurt, Shakes (Pearl, Fruit, Milk), Slurpee, Salad Bars, Candies Variables: Age, Price, Packaging, Availability, Flavor, Variety, Taste

9. 3b. Product Positioning Map Heaven Gold Selecta Supreme Nestle Magnolia Drumstick Nestle Sorbetes 3 in 1 +1 Pinoy Sorbetes Cornetto Arce Dairy Nestle Trio

10. 3b. Selecta vs. Other Brands

12. Selecta can capitalize on Ice Cream Sticks, 4 Flavors in 1, Double Supreme which competitors currently doesn’t offer.60%

13. 4. Selecta’s Brand Positioning “Selecta. Number 1 ice cream ngbayan.” “Masmasayatalagapag may Selecta!”

14. 5a. INDUSTRY Data: Ice cream sales in the Philippines were expected to grow by 2.8% in 2009 to Php 8.75bn (US$195.4m). Volumes were forecast to inch up 0.7% to 64m liters. 2008: Nestle : 42.5% Selecta: 40.0% Source: http://www.just-food.com/analysis/just-the-facts-ice-cream-in-the-philippines_id110524.aspx

16. Nestle: 21%

17. Others: 8%Php 4.9B / 66% = Php 7.4b Source: http://www.philstar.com/Article.aspx?articleid=466249 Source: http://www.rfmfoods.com/whats-new/89-rfm-income-up-by-71-to-p625-million

18. 5c. CUSTOMER Data: There are about 94M Filipinos (2010) 25% buy ice cream 3x a year 94M x 25% x 3 x Php133 = Php9.30B

19. 5. Ice Cream industry in the Philippines is Php 7.4B Industry data (2009) = Php8.75B Company data (2010) = Php 7.4B Customer Usage data (2010) = Php9.30B Getting their average it would be Php 8.5B

20. 6a. Selecta is known for its GOLD CAN Packaging. *Photos taken from various internet sites

21. 6a. Selecta Ice Cream Variants *Photos taken from various internet sites

22. 6a. Direct Competitors Nestle Products *Photos taken from various internet sites

23. 6a. Direct Competitors *Photos taken from various internet sites Arce Dairy Products Magnolia Products

24. 6a. Indirect Competitors Frozen Yogurt Pearl Shakes *Photos taken from various internet sites Yogurt Fruit Shakes DQ’s Blizzard

25. 6b. Product Description Use only the best ingredients and the freshest inclusions in its ice cream. Well-known for its creaminess, authentic flavors, and unique gold can packaging Always ahead in product innovations by creating new and exciting flavors Supported by heart-warming media campaigns that depict Selecta as an ice cream that creates family bonding moments Best choice because it cares for your health by having more milk, less sugar and offering fruits in your ice cream Selecta’s Ice Cream Stick is a first in the world – no other ice cream company can do it successfully Source : www.unilever.com.ph

26. 7. Price:SELECTA

27. 7. Price: NESTLE ***Nestle doesn’t offer 750ml tubs for LOADED SERIES (Supreme for Selecta)

28. 7. Price: MAGNOLIA

30. Nestle doesn’t offer 750ml tubs for their LOADED series (Supreme for Selecta).

31. Magnolia doesn’t offer 3.0L tubs ( or maybe at selected supermarkets only).

32. They limit their prices below 400, 300, 200 & 100.

34. 8a. Selecta’s promos Partnered with Goldilocks FREE Nips Record Setting at MOA

35. 8a. Selecta’s promos Partnered with 7-11 for Selecta GIFT CERTIFICATES

36. 8a. Selecta’s TVC’s TVC Selecta PinoySorbetes: Michael V. TVC Selecta Cornetto Tugs TugsTugs TVC 3 in 1 + 1 Happy Kaarawan: Vhong Navarro & Sarah G. TVC Double Supreme Favorites Legazpi Twins & Family

37. 8b. Competitor promo:NESTLE TVC Sorbetes Stick : Santino and Pokwang Partnered with Chowking TVC Sorbetes Big Pack : Multiple Pokwang Party Package

38. 8b. Competitor promo:MAGNOLIA TVC Magnolia Milk & Ice Cream: Manny Pacquiao & Family Magnolia Ice Cream Website

39. 9. Selecta Ice Cream is available: Nationwide. Consumption is concentrated in greater manila area with 60% of total volume purchased Supermarkets, Convenience stores, Leading drugstores, Groceries and Selected sari-sari store, Kiosks, Bicycle Carts.

40. 10. Selecta’s generic winning strategy DIFFERENTIATION: Selecta’s Ice Cream Stick is a first in the world – no other ice cream company can do it successfully. Has partnered with top local chefs to co-create Selecta Gold. Selecta’s more premium and limited edition ice cream. The only one who offers 4 flavors in 1 tub (3in1+1). SUPPLY & DISTRIBUTION LEVERAGE: Solid partnership between RFM & Unilever made Selecta the number 1 ice cream in the country. Aggressive marketing is also the key.

41. SUMMARY

42. Steps 1 to 5PTM and Market Size PTM are Kids (4-12 years old). Who wants to satisfy their craving for smooth and creamy frozen delight. Can choose Nestle, Magnolia, Arce Dairy etc. Can capitalize on Ice cream sticks, 3 in 1 + 1 & Double supreme. Ice cream industry is at Php8.5B.

43. Steps 6 to 10Marketing Mix & Strategy Selecta comes in different flavors and sizes. Price is at par with competitors. They are aggressive in TV ads. Can be bought nationwide. Use Differentiation and Supply & Distribution leverage to win the market.

44. 10 STEP Marketing Plan for SELECTA ICE CREAM RAFAEL P. BANAAG III February 2011