mama marketing plan
DESCRIPTION
MAMA Marketing PlanTRANSCRIPT
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MARKETING PLANMARKETING PLAN
A A O GA LUS “ MAMA OMEGA PLUS ”
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WHY MAMA OMEGA PLUS?
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Consumer Research
From Secondary Data
10 อันดับบะหมี่กึ่งสําเร็จรูปที่นาเชื่อถือที่สุด
78 9100รอยละ
2007 20085
78.9
60
80
100
29.921.6 18.7 14.8
7.6 4.9 3.1 1 320
40
3.1 1.3
0
มามา ไวไว ยํายํา ควิก นิชชิน
- จากนติยสาร BrandAge เดือนมกราคม 2551
มามา ไวไว ยายา ควก นชชน
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Consumer Research
We do the consumer research to findthe consumer insight.
Sampling Size = 250
Location : Bangkok & Suburb.
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Consumer Research
Consumers want more nutrient
28%
35%35
40 Consumers want more nutrient.
25%28%
25
30
11%15
20
1%5
10
0
รสชาติ ความสะดวก ระยะเวลา สารอาหาร อื่นๆ
- จากการทํา Research กลุมตัวอยาง 250 คน
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WE GET “CONSUMER INSIGHT”
I HAVE TO EAT MAMA BUTI WANT TO EAT MAMA
BUT I FEEL MAMA HAS LESSI WANT TO GET MORE
NUTRIENT.BENEFIT FOR ME.
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We proudly present…
“MAMA OMEGA PLUS”
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WHY THEY BUY MAMA OMEGA PLUS?
Add More Nutrient in MAMA.
Health Conscious Trend.
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CONSUMER ANALYSIS
MASLOW’S HIERARCHY OF NEEDS
MAMA Omega Plus fulfills Physiological & Safety Physiological & Safety needs.
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MARKET ANALYSIS
2007 I t t N dl k t Sh2007 Instant Noodle market Share
Other2%21%
52%52%
25%
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COMPETITOR ANALYSIS
St thStrengths- Consumers perceive that Waiwai is ready to eat.
- Short time cooking procedures.
Weaknesses N 2 Sh f i d- No.2 Share of mind.
- Less variety of product line.
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COMPETITOR ANALYSIS
Strengths- Smooth and mellow Noodles.
- Jumbo pack.
Weaknesses - No.3 Share of mind.
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SWOT ANALYSIS
Strengths WeaknessesStrengthsNO 1. Share of Mind.Variety of product lines.
WeaknessesHigher cost than normal instant noodle.
First Omega Added in instant Noodle.
OpportunitiesH lth C i t d
ThreatsC t Health Conscious trend.
Economic Crisis.Consumers may not aware the benefit of Omega 3 in instant noodle .
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OBJECTIVES
Increase Sales15 % Sales growth in total categorywithin 1 year
Increase Market Share
within 1 year.
Increase Market Sharefrom 52% to 60% within 1 year.
Extend product lines of MAMA.
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TARGET MARKET
Our target is consumers who have personality traits as follows :
Innovativeness
Variety – Novelty Seeking
Health Conscious
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POSITIONING
“High Nutrient Instant Noodle”High Nutrient Instant Noodle
มามาโอเมกาพลัส อรอยงาย ไดประโยชน
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POSITIONING
Positioning mapg pNutrient
Taste
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Intensive Growth strategy
N P d tC t P d t New ProductCurrent Product
CurrentMarket
Market-penetration strategy
Product-development strategy
New Market development Diversification NewMarket
Market-development strategy
Diversification strategy
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Brand development strategy
NE i ti
Product category
NewExisting
ExistingBrand
Line extension strategy
Brand extension strategy
New Multi brands New brands NewBrand
Multi brandsstrategy
New brandsstrategy
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PRODUCT STRATEGIES
Add more nutrient (Omega 3)Add more nutrient (Omega 3)in instant noodle.
Visual IdentityVisual Identity
Logo & Package
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PRICE STRATEGIES
S i l dlSame price as normal noodle.
Pricing Based on Perceived Price strategyPricing Based on Perceived Price strategy.
Product line Pricing Strategy.
Size Price (฿)( )
Pack 6
Big Pack 8
Cup 14
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CHANNEL STRATEGIES
Relationship marketingp gFirst 3 months only list in to get their support.
Create noodle vending machinesCreate noodle vending machines.
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CHANNEL STRATEGIES
Co-partner with CP in distribution channel.
List in Modern Trades.
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IMC STRATEGIES
Advertising
Magazine
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IMC STRATEGIES
Advertising
Billboard
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IMC STRATEGIES
Advertising
Billboard
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IMC STRATEGIES
Advertising
Billboard
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IMC STRATEGIES
Advertising
Billboard
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IMC STRATEGIES
Advertising
Radio (Sonic Identity)
“ มามาโอเมกาพลัส อรอยงาย ไดประโยชน ” มามาโอเมกาพลส อรอยงาย ไดประโยชน
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IMC STRATEGIES
Sales Promotion
Co-Partner with
Buy 10 packs or triple cups
Every 100 ฿ spending at 7-11, get free 1 MAMA OMEGA plus
Buy 10 packs or triple cupsget free 1 MAMA Omega plus pack.
Trial Samples (Mini Cup)
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IMC STRATEGIES
Public Relation
Booth and Road show
Brand Ambassador
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BUDGET
BRANDBRANDTVC23%
BRAND AMBASSADOR
15%BOOTH OR ROADSHOW
25%
TVC23%
BRAND AMBASSADOR
15%BOOTH OR ROADSHOW
25% Magazine3%
25% Magazine3%
25%
Billboard
TRIAL SAMPLE (MINI CUP)
2%Billboard
TRIAL SAMPLE (MINI CUP)
2%
23%Radio1%Co-Partner with
7-115%
Buy 10 packs get free 1 cup
23%Radio1%Co-Partner with
7-115%
Buy 10 packs get free 1 cup
5%5%