1. 1 10 STEP Marketing Plan for YCP Broiler Chicken Product Photo here Cynthia C. Maandal April, 2010
2. 5 Steps for Part 1 (PTM and Positioning) Viajeros Who supply to markets Can get from other suppliers Gap is imported dressed chicken The Philippine broiler farm population size is 56.9M. YCP niche is
3. 5 Steps for Part 2(Marketing Mix & Strategy) Broiler Chicken Prevailing Price Sales Person Is distributed in South Luzon Uses a niche approach to win
5. 1.Close-up primary target market (PTM) are the viajeros Demographics (viajeros in South Luzon) Lifestyle (sell of live chicken directly to wet market from the farm) Behavior (daily orders)
7. 2. My PTM’s NWE Viajeros need Source of income (social), Self-Esteem, Self actualization Viajeros choose YCP chicken over other chicken because of …. quality, efficiency & service of company, brand Viajeros expect this when they choose YCP chicken Premium chicken, good size, disease free
8. 3a. YCPchicken has many formidable competitors Direct: other producers, integrators Indirect: Imported chicken, pork , beef, frozen meat products Variables: Location of farms, price, supply
9. 2 Examples of Position Map supply vs. size Source vs. Positioning
10. YCP chicken #1 in niche: quality Supplier vs. Chicken size
11. YCP broiler chicken unique positioning is shown in this competitive map Positioning vs. Place YCP farms nearer to Metro Mla
12. 4. YCP chicken positions strongly in a niche market opportunity YCP Chicken YCP category is commercial All are internal farms Strategic location Efficiently grown Other companies are engage in contract growing
13. 5b. Based on reports Total Chicken Production 2008 = 53M 56.9M broiler farm population 80 % Integrator , 20% commercial 28% commercial in Calabarzon Then total Broiler chicken farm population in Calabarzon = 15.9M
14. 5c. Consumer data indicates a size YCP consumption: Annual chicken consumption per capita is 8.64 kl
15. 5. Concluded that chicken is 15.9M in Calabarzon Competitor data= 2M Company data = Usage data = Use instinct and best business judgment to finalize market size
16. 16 The Marketing Mix Strategy Part 2: Steps 6 to 10
17. 6a. Category is dominated by 5 major brands of d s etc etc
18. 6b. Product Description YCP broiler chickens are of quality There are 3 breed types. The size are classified as : squabs - below 1.20 kl runts 1.20 – 1.29 offsize 1.30 – 1.49 good 1.50 – 1.99 over size 2.00 up
19. 7. Price per kl Below 1.20 = P50/hd 1.20 = 1.29 less 6 1.30 = 1.49 less 3 1.50 = 1.99 = P65-90/kl 2.00 up = less 1 YCP price is the prevailing market price
22. 9. YCP Broiler chicken is distributed in South Luzon Sales call South Luzon Pick-up by customers Cash and credit transaction
23. 10. What is the generic winning strategy? Which of the 4 strategies are being used? (bold and underline to most dominant strategy) Low Cost Producer Supply and Distribution Leverage Differentiation Niche
24. 10. YCP chicken broiler is a niche leader in quality YCP main strategy is to dominate the niche market of viajero in South Luzon It benefits from the distribution leverage of YCP. Has a quality, premium priced product
26. 5 Steps for Part 1 (PTM and Positioning) Viajeros Who supply to markets Can get from other suppliers Gap is imported dressed chicken The Philippine broiler capacity farm is 56.9M. YCP niche is
27. 5 Steps for Part 2(Marketing Mix & Strategy) YCP good size chicken Is 10% premium Uses Personal selling Is distributed in South Luzon Uses a niche approach to win
28. 28 10 STEP Marketing Plan for YCP Broiler Chicken Product Photo here Cynthia C. Maandal April, 2010
