Revised v47 10 step marketing plan elaine buday 022310
1. 1 10 STEP Marketing Plan for Mead Johnson – Philippines (MJP) Elaine R. Buday 02 March 2010
2. 5 Steps for Part 1 (PTM and Positioning) MJP PTM are parents of infants and children Who relies a lot in the food safety and the quality of the products Can choose Lactum, Bonakid or Nido Gap is all other brands focus on providing good quality milk formulas The market size is P 40 Billion. MJP’s share is P11 Billion.
3. 5 Steps for Part 2(Marketing Mix & Strategy) Infant Formula and Children’s Nutritional Milk Has 13% premium vs. leading competitor Uses TV, stores/groceries, events and health campaigns Is distributed nationwide Uses product differentiation as their generic winning strategy
4. 4 Positioning to the Primary Target Market Needs, Wants and Expectations Competitors Opportunities (gap) Market Size and Share
5. 1.MJP’s primary target market (PTM) are the parents of infants & children Demographics (25 to 45, F, social class ABC, married/single-parent) Lifestyle (working professionals, busy, not stay at home) Behavior (500 gms & up, at least 3x a day, daily, food safety and quality product)
6. I am confident that my child will grow up healthy I want my child to only in- take safe milk products
7. 2. MJP’s PTM’s NWE Parents need … To feel secure that they are only giving the best for their children Parents choose MJP products over other milk formulas of their competitors because of … Awareness and credibility of the products and the company, price, brand, and recommendation by their pediatrician(esp if it’s the 1st child) Parents expect this when they use MJP products … Their children will grow healthy, strong, smart, immune to most common diseases and getting the right nutritional requirements they need
8. 3a. MJP has many formidable competitors Direct: Indirect: breast milk, other forms of milk such as filled milk and condensed milk, and “am” (liquid when cooking rice) Variables: marketing and promotional campaign, product availability, price, brand and product features
9. MJP products is #1 in ABC market Price vs. Economic Class (EC) Matrix MJP (Market Share = 27.5) N E S T L E (MS = 25) A B B O T T (MS = 12) Wyett (Market Share = 30.2)
11. 4. MJP has a strong position in the milk formula industry MJP is the only milk formula company… with no product recall in the milk formula business that uses the tagline “100% panatag” in one of its products to assure confidence of its clients to the company No brand has a similar position. Others focus on research and development, low price and product availability in all channels of distribution
12. 5a. Based on competitor data, milk formula market is P30billion
13. 5a. Based on competitor data, milk formula market is P30billion
14. 5b. Based on MJP’s data, where their share is 27%, total market size is 40 billion 96% Total milk formula corporate share without full cream milk
15. 5c. Consumer data indicates a size of P 50 billion Milk formula Usage: 5% of Filipinos ages 0 to 4 years old and the Philippines is estimated to have a population size of 94 million, therefore around 4.7 million infants/toddlers where 20% belongs in the AB class = 940,000 1 child consumes 1 kg can of milk per week 940T x 4 x P300 X 52 = P50 billion
16. 5. Concluded that milk formula market is 40 billion Competitor data= P30 B Company data = P 40 B Usage data = P 50 B
17. 17 The Marketing Mix Strategy Product, Price, Promo and Place Generic Winning Strategy
26. 9. MJP products is distributed nationwide, majority in Supermarkets Infant formula by channel (source: 2008 EuroMonitor Report)
27. 9. MJP products is distributed nationwide, majority in Supermarkets Children’s milk by channel (source: 2008 EuroMonitor report)
28. 10. MJP produces differentiated products MJP’s main strategy is thru Product Differentiation, ie uses the 100% “panatag” / nourishment tagline They need to drive competitiveness of its brands through different intensive market penetration activities (i.e. promotions) Offers excellent, good quality and reputable premium priced products distributed nationwide
30. 5 Steps for Part 1 (PTM and Positioning) MJP PTM are the mothers of the infants and children Who relies a lot in the food safety and the quality of the products Can choose Lactum, Bonakid or Nido Gap is all other brands focus on providing good quality milk formulas The market size is P 40 Billion. MJP’s share is P11 Billion.
31. 5 Steps for Part 2(Marketing Mix & Strategy) Infant Formula and Children’s Nutritional Milk Has 13% premium vs. leading competitor Uses TV, stores/groceries, events and health campaigns Is distributed nationwide Uses product differentiation as their generic winning strategy
32. 32 10 STEP Marketing Plan for Mead Johnson – Philippines (MJP) Elaine R. Buday 02 March 2010
Editor's Notes
1. Identify your target (PTM)2. What do they need (NWE)3. What are they choices (competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)
6. Product7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix
1. Identify your target (PTM)2. What do they need (NWE)3. What are they choices (competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)
6. Product7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix
