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MARKETING PLAN (KK)
MARKETING PLAN Soal 4:
File - Po`s Deep Fried Chicken
Fiesta Mexicana Dance Company
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…Buat analisis, rekomendasi serta program spesifik (dituangkan dalam marketing plan) anda secara singkat, jelas namun lengkap. Kaitkan dengan konsep yang telah dipelajari. HASIL JAWABAN: 94% menjawab bukan sebagai “pembuat marketing plan” tapi hanya memindahkan kalimat dari kasus MARKETING PLAN (KK) 1.0. Executive Summary 2.0. Situation Analysis 2.1. Market Summary (Target Market) 2.1.1. Market Demographics 2.1.2. Market Needs 2.1.3. Market Trends 2.1.4. Market Growth 2.2. SWOT Analysis MARKETING PLAN (KK) 2.3. Competition 2.4. Product Offering 2.5. Key to Success 2.6. Critical Issues 3.0. Marketing Strategy 3.1. Mission 3.2. Marketing Objectives 3.3. Financial Objectives MARKETING PLAN (KK) 3.4. Target Markets 3.5. Positioning 3.6. Strategies 3.7. Marketing Mix 3.8. Marketing Research 4.0. Financials 4.1. Break-even Analysis 4.2. Sales Forecast MARKETING PLAN (KK) 4.3. Expense Forecast 5.0. Controls 5.1. Implementation 5.2. Marketing Organization 5.3. Contingency Planning MARKETING PLAN (KK)
Aug. 26- Sept. 2 - Platte
Слайд 1 - edusite.ru
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Overview
Short Constructed Response
Ford Fiesta Marketing Plan: Market Structure
Executive Summary Situation Analysis Marketing Strategy Financials Controls STEP I : Situation Analysis Examination of market forces, competitive position and current performance Source: Best (2005), Market Based Mgm STEP II : SWOT Analysis Identification of SWOT, with the goal of identification key issues that drive performance STEP III : Strategic Market Plan Using portfolio analysis. A strategic market plan and performance objectives are specified STEP IV : Tactical Marketing Strategy Adjust Marketing Plan Develop marketing mix strategy in order to obtain performance objectives STEP V : Marketing Budget Resources allocated to marketing mix program in order to obtain performance objectives STEP VI : Performance Timeline An estimated of market and profit performance is madefor each year of a 3 to 5 year strategic market planning horizon STEP VII : Performance Evaluation Are strategic market plan and tactic produce desired level of performance?? Performance gap is sufficiently large that a reexamination of the marketing plan is required PT. PRIMAFOOD INTERNATIONAL PT. PRIMAFOOD INTERNATIONAL F’04 MARKETING PLAN FIESTA CHICKEN - SHRIMP SIOMAY CATEGORY: DIMSUM PRODUCT FIESTA CHICKEN - SHRIMP SIOMAY CHICKEN SIOMAY The Market -Product : - Home Made - Manufacturing - Import -Competition : Low Comp/Under Dev Mkt (‘silent/sleeping’) -Distribution : Modern Outlet,Conv Str, Retailer, Hawker - Market Share 2004 : % Market Segmentation -Segmented By Price -Siomay Frozen Product’s Awaraness is Very Low - Target Market : Woman : House Wife/Working 20-45 years old Sec A,B,C+ -Psychographic : -Very concern about the quality of food -Tend to try/have easier/more pratically Trends/Assumptions/Implications There is a room to grow the product category CHICKEN SIOMAY Product Usage Habits
Food between meal Breakfast Key Consumer Insights/Beliefs • Siomay is a good idea as a breakfast because its easier to prepare • The alternative choice food for children when they go to school • The alternative choice food during have throat problems. Trends/Assumptions/Implications • Need a various kind of food which was steamed and ready to eat from Dimsum Cat. : Hakau, Spring Roll, Chicken Claw etc but still nutritious and delicious. CHICKEN SIOMAY Competitive Analysis-2004 Fiesta Volume (.000 kg) 7.7 Vol. Share (%) 0.29 Bumifood The Brand Brand: FIESTA – Chicken-Shrimp Siomay Positioning : Fiesta Siomay is Frozen Quick Serve Food, Soft, Delicious and Nutritious for your breakfast time and food between meal Target Market: -Demographic Woman :House Wife/Working,20-45 years old, Sec A, B, C+ -Psychographic Very Concern about the quality of food Tend to try/have easier/more pratically ways food Marketing Objective-2004
Target sales volume: 7.740 Kg (43.000 pack) Period May – Dec 2004 Market Share: 3 % P&L Category: DIMSUM PRODUCT CP Food Business I ndonesia Category : FI ESTA CHI CKEN SHRI MP SI OMAY YEAR : 2004-2006 PROFIT & LOSS ANALYSIS DESCRIPTION SALES (in pack) Net Selling Price (Rp/pack) Sales Value 2004 (May-Dec) % 2005 % 2006 43,000 77,000 91,000 6,600 6,600 7,260 283,800,000 508,200,000 660,660,000 % COGS (incl. depr + interest) 199,950,000 70.45 358,050,000 70.45 465,465,000 70.45 Gross Profit 29.55 150,150,000 29.55 195,195,000 29.55 83,850,000 EXPENSES -Adv & Prom 147,850,000 * ATL (packaging) * BTL 125,000,000 0.0 100,000,000 35.2 47,850,000 16.9 Total Operating Expenses 147,850,000 52.1 OPERATING PROFIT -64,000,000 -22.55 -Listing 135,000,000 0.0 125,000,000 24.6 135,000,000 20.4 125,000,000 24.6 135,000,000 20.43 25,150,000 4.949 60,195,000 9.111 -Selling&GA Expenses Product Range – Category DIMSUM PRODUCT LAUNCH ON MAY 2003 PRODUCT FIESTA II/Strat/PL/01 VARIANT Chicken-Shrimp Siomay SIZE 180 gr Sales Contribution (National) Fiesta Chicken-Shrimp Siomay 18000 16000 14000 12000 10000 8000 6000 4000 2000 0 2004 2005 2006 Volume F’04 (LE) Volume F’05(Forecast) 7.740 kg (43.000 pack) 13.860 kg (77.000 pack) Volume F’06 (Forecast) 16.380 kg (91.000 pack) II/Strat/PL/01 SWOT ANALYSIS Strengths -Good Image of FIESTA Brand -Quality Product which is not using Preservative, Artificial Color and Sweet Additives Weakness -Low Awaraness -Distribution/Availability Opportunity -Food Business still grows during the crisis. People from Level A,B, C+ need a easier/faster and cheaper dimsum products Threats -Limited Space of Frozen Island in Distribution Channel Competitive Situation Brand: CHICKEN SHIUMAI (Bumifood)
Market volume share : kg Main target consumers : Woman Leading Size : 12 pcs Leading Variety : Advertising Strategy : None Promotion on Strategy : None Distribution Strategy : HCO Product Strategy
FIESTA Brand Formulation : -Chicken Meat : 80 % -Shrimp Meat : 20 % Very Delicious Price will be accepted Good Packaging and tray Promotion Strategy
Below The Line : Consumer Sampling by promotor/spg -Carrefour & Giant : Demo Power (share with FS Pau) -Others HCO : Regular SPG (share with FS Pau) POS : Leaflet, Flag Chain, Poster Trade Promo : - Rent/blocking Space in HCO (integration with Fiesta Chicken) - Discount New Products - In Store Promo (Special Chinese’s Event) - Joint Promo with Fiesta Chicken A&P Program By Month FOOD DIVISION FIESTA - CHICKEN SHRIMP SIOMAY ADVERTISING & PROMOTION 2004 (BY MONTH) 2004 ITEM BUDGET Apr* 2004 May June July Aug Sep Oct Nov Dec TOTAL LAUNCH ADVERTISING 1. Production 2. Print Ad (Nova) TOTAL ADVERTISING PROMOTION *Consumer Promo 65,800 13,800 7,200 7,200 26,000 26,000 65,800 * Packaging * POP 7,200 Supermarket : * Program 27,000 * Listing Fee 47,850 12,000 7,500 7,500 47,850 27,000 47,850 Trad./Mitra : Event (Joint w/ Chick) TOTAL PROMOTION 147,850 TOTAL ADV & PROM 147,850 RESEARCH GRAND TOTAL 147,850 68,850 38,000 33,500 7,500 Note : -Cylinder Approval on 12nd April, and the process is going to make for 1-2 weeks, latest final on 23th April. Listing process is going to be paralled with the process. 147,850 Pricing Strategy
Competitive Pricing Strategy : Cheaper 2-5 % from Bumifood/Local. For Mitra Channel : Lower 10 % than HCO Channel Distribution Strategy
HCO Channel : Hyper/Supermarket Mitra : Key Outlet Horeca : Hotel, Restaurant, Canteen,Catering and School CONTROL The controls to monitor the plan’s progress : -The Goal & Budget spelled out -The Result of Each Period each month/quarter reviewed explain unpredictable things Contingency Plan Improvement/Correction Action The Top Management and managers are responsible to do the controls
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