Sample 10-step marketing plan

1. 10 STEP
Marketing Plan for
HI-LAS MARKETING CORP.
Jason J. A. Anasarias
December 2014
http://jayzsmoothandisayyes.blogspot.com/

2. 5 Steps for Part 1
(PTM and positioning)
1. The Primary Target Market (PTM)
2. PTM’s Needs-Wants-Expectations (NWE)
3. The Competitors
4. Product Positioning: PH mango is the best
in the world
5. The international Mango market

3. 5 Steps for Part 2
(Marketing Mix & Strategy)
6. The HILAS Marketing Mix
7. Pricing Strategy: Premium pricing for PH
Super Mango
8. Communication Strategies for PH mango
9. Sales channels
10.Product Differentiation

4. 1. HILAS PTM are all foreign
buyers…
HILAS Primary Market Segmentation
Sea-freight Consumers Air-freight Consumers
Gourmet Fruit Stores
Market Wholesalers

5. 1. HILAS secondary target market
is: the common shopper
Demographics
• Mango fruit consumers cut across all social class, but PH
mango abroad is considered as for the high-value
customers.
Lifestyle
• Fruit and nutrition lovers, health and wellness buffs,
organic food consumers, and “exotic” food lovers.
Behavior
• An int’l fruit consumption study shows that 35.56% of
respondents consume mango weekly (top 3).
• Mango consumption in temperate countries is increasing at
3.5 kilos per year.

6. 1. HILAS marketing strategy is focused
on the common consumer

7. 2. HILAS Target Market’s Needs-
Wants-Expectations (NWE)
Needs:
• Nutritional value
• Disease-prevention
Wants:
• Affordability (price-competitiveness)
• Product quality (size, color, sweetness, aroma, and non-fibrous
taste)
• Long-shelf life
• Durability during transportation
Expectations:
• Year-long product availability of quality mangoes

8. 2. Influencing Buyer Behavior
Food Needs
Premium Product

9. 3. HILAS’ main competitors
are …
1.Lapanday Holdings
2.DOLE
3.Marsmann Draysdale Foods Corp.
4.ProFood International Corp.
5.Variables: Seasonality of supply,
Weather Conditions, Fruit Fly
Infestation, Trade Barriers, and Shipping
onstraints

10. 4. Product positioning: PH mango
is the best in the world
Product Features vs Variety Matrix
Carabao Keitt Haden Kent Atkins
Durability
Sweetness
Aroma
Color
Shelf life
Size
Pulpiness

11. 4. What they are saying about PH
mango
1.The Guinness Book of World Records considers
the Philippine Super Mango variety (a sub-variety
of Carabao mango) as the best in the
world.
2.The sweetest and the most flavorful in the
world: Philippine Super Mango sweetness rating:
22 Brix using a gadget known as the
refractometer.

12. 5. The International Mango
Market
1. The world mango market: US$543M at 1.15 tons (2011)
2. The US is worlds biggest mango consumer market
(271,848 tons at USD280 M). The EU is next at 225,000
tons. Japan imports 10,000 tons annually.
3. Mexico is the leading global mango exporter with
270,000 tons. Thailand is the 2nd biggest exporter. Brazil
is the top exporter to the EU. PH exports 22,000 tons
annually.
4. The PH is the worlds 6th biggest mango producer with
3.5% of output at 823,576 tons per year, but 95% of PH
mangoes are consumed in the country.

13. 5. The International Mango
Market
5. India is the worlds biggest producer (11M tons), followed
by China (4M tons) and Thailand (2M tons). Asia
constitutes 77% of global production.
6. The most popular exported mango varieties are: Kent,
Tommy Atkins, Haden and Keitt.
7. Fresh mango prices are decreasing due to oversupply, but
those of processed mango are increasing.
8. PH is major supplier of mangoes to Hong Kong and Japan,
with 65% market share. The two countries absorb 89% of
PH mango exports.

14. 5. The International Mango
Market: Top Varieties

15. 5. Prospects for PH Mango
Export Market
1.PH mango export is set rise from 20,000 tons (3-
year average 2008-2011) to 34,000 tons by 2020.
2.Japan and Hong Kong remains to be key markets,
but the US market for PH super mango is rapidly
expanding.
3.Growing shift from fresh mango exports to the
rapidly expanding processed mango sector.
4.Economy scale of PH mango production will
remain small in the foreseeable future

16. 6. The HILAS Advantage
Total Business Model
Grower Processor Exporter
• Presence at all levels of the supply chain.

17. 6. The HILAS Advantage:
Structure
Diversified Agribusiness Company
Fresh Mango Processed Mango High-value Crops
• Product diversification increased profit margin

18. 6. The HILAS Advantage:
Infrastructure
World Class Facilities
Modern Farming Technology Cold Storage Vapor Heat Treatment
• Investment in high-tech and modern facilities
increase enterprise value and efficiency

19. 6. The HILAS Advantage:
Quality Management
Global Quality Certified
• Quality assurance is systematized and certified by
accredited monitoring services

20. 7. Pricing Strategy: High Price
for PH Super Mango
• High Product Quality = High Price
• PH Super Mango is paid at a premium in the
global market
• Demand always outstrips supply
• PH Super Mango export supply is limited
(only 5% of total production) further
pushing the value of the product.
• Thin Mango Skin = Faster Fruit Maturity
• Product sensitivity limits market to Asia for
sea-freight (low-cost) transport)

21. 7. Pricing: PH Mango vs other
varieties
Price/ User
Matrix
Keitt Carabao Haden Kent Atkins
Europe US Asia
High price
Medium price
Low price
Price vs. Consumer Matrix

22. 7. Price Comparison: PH
Super Mango Worldwide
PH Super Mango is pricey.
South Korea = 6000 won (PHP250)/piece
Japan = US$63 (PHP2700)/kilo
USA = US$3.99 (PHP170)/piece
Canada = US$1.69 (PHP73)/piece
Belgium = Euros 2.4 (PHP142)/piece

23. 8. Communication Strategies
for PH Mango
Personal Communication
1.Website
2.Social media
(Facebook)
3.Word-of-mouth
Mass Communication
1. Press releases (native
advertising)
2. Public relations (PR):
TV spots
3.Events and
Experiences

24. 8. Communication
Strategies for PH Mango
On-Line Marketing
Facebook Website

25. 8. Communication
Strategies for PH Mango
Public
Relations
and Events
Cooking Shows/TV Spots
Food Expos/Fora
Recipes
Native Advertising

26. 8. The Best Strategy for PH
Mango
Word-of-Mouth: the product sells itself

27. 9. HILAS Sales Channels
• HILAS sells its mango products via direct
selling only, via wholesale.
• The company keeps direct contacts with
purchasers of purchasers of hypermarkets,
supermarkets, fruit distributors and gourmet
fruit in its core markets.

28. 10. HILAS’ competitive
advantage…
1.The product sells itself. Buyers look for HILAS,
not the other way around.
2.Due to its presence at all levels of the supply
chain, HILAS can readily fill big orders.
3.Because it is certified by international quality
marks, HILAS can easily enter global markets
that are otherwise closed to PH suppliers due
to strict quality requirements and barriers.

29. SUMMARY

30. 5 Steps for Part 1
(PTM and positioning)
1. The Primary Target Market (PTM)
2. PTM’s Needs-Wants-Expectations
(NWE)
3. The Competitors
4. Product Positioning: PH mango is the
best in the world
5. The international Mango market

31. 5 Steps for Part 2
(Marketing Mix & Strategy)
6. The HILAS Marketing Mix
7. Pricing Strategy: Premium pricing for PH
Super Mango
8. Communication Strategies for PH mango
9. Sales channels
10.Product Differentiation

32. 10 STEP
Marketing Plan for
HI-LAS MARKETING CORP.
Jason J. A. Anasarias
December 2014
http://jayzsmoothandisayyes.blogspot.com/