MARKETING 6Ps MARKETING 6Ps KNORR CUBES KNORR CUBES “SINABAWANG GULAY” “SINABAWANG GULAY” TVCTVC

MARK ANTHONY A. VALINO18 May 2010

Ateneo Graduate School of Business

Knorr’s “Makulay ang Buhay” Knorr’s “Makulay ang Buhay” TVCTVC

6Ps: Knorr “Makulay ang 6Ps: Knorr “Makulay ang Buhay” TVC Buhay” TVC 6 P APPROACH DETAILS

Primary Target Market

Mothers/housewives age 25-40 y/o, CD market, health- and cost-conscious with children age 5-12 y/o, who wants nutritious food for their kids.

Positioning Budget-friendly and nutritious dish/food enhancer that kids will appreciate. A product that will help mothers to turn simple dishes into a healthy one.

Product Food enhancer, seasoning mix (food).

Price Affordable, available in budget packs.

Promo “Sinabawang Gulay” campaign through above- (TV, radio, and print) and below-the-line (school tours, sampling) media campaign. Use of accompanying video/jingles, TV contest, subtle TV ads. Road shows and promotions in key cities, supermarket and public market tours, posters, feeding programs in schools, and advocacy campaign on nutrition.

Place Major and minor supermarkets, groceries, public markets, wet markets, convenience stores, and sari-sari stores

MARKETING 6Ps MARKETING 6Ps KNORR CUBES KNORR CUBES “SINABAWANG GULAY” “SINABAWANG GULAY” TVCTVC

MARK ANTHONY A. VALINO18 May 2010

Ateneo Graduate School of Business