Transcript MARKETING PLAN (KK)

MARKETING PLAN
Soal 4:
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…Buat analisis, rekomendasi serta program
spesifik (dituangkan dalam marketing plan) anda
secara singkat, jelas namun lengkap. Kaitkan
dengan konsep yang telah dipelajari.
HASIL JAWABAN:
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94% menjawab bukan sebagai “pembuat
marketing plan” tapi hanya memindahkan
kalimat dari kasus
MARKETING PLAN (KK)
1.0. Executive Summary
2.0. Situation Analysis
2.1. Market Summary (Target Market)
2.1.1. Market Demographics
2.1.2. Market Needs
2.1.3. Market Trends
2.1.4. Market Growth
2.2. SWOT Analysis
MARKETING PLAN (KK)
2.3. Competition
2.4. Product Offering
2.5. Key to Success
2.6. Critical Issues
3.0. Marketing Strategy
3.1. Mission
3.2. Marketing Objectives
3.3. Financial Objectives
MARKETING PLAN (KK)
3.4. Target Markets
3.5. Positioning
3.6. Strategies
3.7. Marketing Mix
3.8. Marketing Research
4.0. Financials
4.1. Break-even Analysis
4.2. Sales Forecast
MARKETING PLAN (KK)
4.3. Expense Forecast
5.0. Controls
5.1. Implementation
5.2. Marketing Organization
5.3. Contingency Planning
MARKETING PLAN (KK)
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Executive Summary
Situation Analysis
Marketing Strategy
Financials
Controls
STEP I : Situation Analysis
Examination of market forces, competitive position and current
performance
Source: Best (2005), Market Based Mgm
STEP II : SWOT Analysis
Identification of SWOT, with the goal of identification key issues
that drive performance
STEP III : Strategic Market Plan
Using portfolio analysis. A strategic market plan and
performance objectives are specified
STEP IV : Tactical Marketing Strategy
Adjust
Marketing
Plan
Develop marketing mix strategy in order to obtain performance
objectives
STEP V : Marketing Budget
Resources allocated to marketing mix program in order to
obtain performance objectives
STEP VI : Performance Timeline
An estimated of market and profit performance is madefor each
year of a 3 to 5 year strategic market planning horizon
STEP VII : Performance Evaluation
Are strategic market plan and tactic produce desired level of
performance??
Performance gap is sufficiently
large that a reexamination of the
marketing plan is required
PT. PRIMAFOOD
INTERNATIONAL
PT. PRIMAFOOD
INTERNATIONAL
F’04 MARKETING PLAN
FIESTA
CHICKEN - SHRIMP
SIOMAY
CATEGORY: DIMSUM PRODUCT
FIESTA
CHICKEN - SHRIMP
SIOMAY
CHICKEN SIOMAY
The Market
-Product : - Home Made
- Manufacturing
- Import
-Competition : Low Comp/Under Dev Mkt
(‘silent/sleeping’)
-Distribution : Modern Outlet,Conv Str,
Retailer, Hawker
- Market Share 2004 : %
Market Segmentation
-Segmented By Price
-Siomay Frozen Product’s Awaraness is
Very Low
- Target Market :
Woman : House Wife/Working
20-45 years old
Sec A,B,C+
-Psychographic :
-Very concern about the quality of food
-Tend to try/have easier/more pratically
Trends/Assumptions/Implications
There is a room to grow the product category
CHICKEN SIOMAY
Product Usage Habits
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Food between meal
Breakfast
Key Consumer Insights/Beliefs
• Siomay is a good idea as a
breakfast because its easier to
prepare
• The alternative choice food for
children when they go to school
• The alternative choice food during
have throat problems.
Trends/Assumptions/Implications
• Need a various kind of food which was steamed and ready to eat from Dimsum Cat. :
Hakau, Spring Roll, Chicken Claw etc but still nutritious and delicious.
CHICKEN SIOMAY
Competitive Analysis-2004
Fiesta
Volume
(.000 kg)
7.7
Vol. Share (%)
0.29
Bumifood
The Brand
Brand: FIESTA – Chicken-Shrimp Siomay
Positioning :
Fiesta Siomay is Frozen Quick Serve Food, Soft,
Delicious and Nutritious for your breakfast time and food
between meal
Target Market:
-Demographic
Woman :House Wife/Working,20-45 years old,
Sec A, B, C+
-Psychographic
Very Concern about the quality of food
Tend to try/have easier/more pratically ways food
Marketing Objective-2004
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Target sales volume: 7.740 Kg (43.000 pack)
Period May – Dec 2004
Market Share: 3 %
P&L
Category: DIMSUM PRODUCT
CP Food Business I ndonesia
Category : FI ESTA CHI CKEN SHRI MP SI OMAY
YEAR : 2004-2006
PROFIT & LOSS ANALYSIS
DESCRIPTION
SALES (in pack)
Net Selling Price (Rp/pack)
Sales Value
2004
(May-Dec)
%
2005
%
2006
43,000
77,000
91,000
6,600
6,600
7,260
283,800,000
508,200,000
660,660,000
%
COGS (incl. depr + interest) 199,950,000
70.45
358,050,000
70.45
465,465,000
70.45
Gross Profit
29.55
150,150,000
29.55
195,195,000
29.55
83,850,000
EXPENSES
-Adv & Prom
147,850,000
* ATL (packaging)
* BTL
125,000,000
0.0
100,000,000
35.2
47,850,000
16.9
Total Operating Expenses
147,850,000
52.1
OPERATING PROFIT
-64,000,000 -22.55
-Listing
135,000,000
0.0
125,000,000
24.6
135,000,000
20.4
125,000,000
24.6
135,000,000
20.43
25,150,000
4.949
60,195,000
9.111
-Selling&GA Expenses
Product Range – Category
DIMSUM PRODUCT
LAUNCH ON MAY 2003
PRODUCT
FIESTA
II/Strat/PL/01
VARIANT
Chicken-Shrimp Siomay
SIZE
180 gr
Sales Contribution (National)
Fiesta Chicken-Shrimp Siomay
18000
16000
14000
12000
10000
8000
6000
4000
2000
0
2004
2005
2006
Volume F’04 (LE)
Volume F’05(Forecast)
7.740 kg (43.000 pack)
13.860 kg (77.000 pack)
Volume F’06 (Forecast)
16.380 kg (91.000 pack)
II/Strat/PL/01
SWOT ANALYSIS
Strengths
-Good Image of FIESTA Brand
-Quality Product which is not using Preservative, Artificial Color
and Sweet Additives
Weakness
-Low Awaraness
-Distribution/Availability
Opportunity
-Food Business still grows during the crisis. People from Level A,B,
C+ need a easier/faster and cheaper dimsum products
Threats
-Limited Space of Frozen Island in Distribution Channel
Competitive Situation
Brand: CHICKEN SHIUMAI (Bumifood)
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Market volume share : kg
Main target consumers : Woman
Leading Size : 12 pcs
Leading Variety :
Advertising Strategy : None
Promotion on Strategy : None
Distribution Strategy : HCO
Product Strategy
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FIESTA Brand
Formulation :
-Chicken Meat : 80 %
-Shrimp Meat : 20 %
 Very Delicious
 Price will be accepted
Good Packaging and tray
Promotion Strategy
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Below The Line : Consumer Sampling by promotor/spg
-Carrefour & Giant : Demo Power (share with FS Pau)
-Others HCO
: Regular SPG (share with FS Pau)
POS : Leaflet, Flag Chain, Poster
Trade Promo :
- Rent/blocking Space in HCO (integration with Fiesta
Chicken)
- Discount New Products
- In Store Promo (Special Chinese’s Event)
- Joint Promo with Fiesta Chicken
A&P Program By Month
FOOD DIVISION
FIESTA - CHICKEN SHRIMP SIOMAY
ADVERTISING & PROMOTION 2004 (BY MONTH)
2004
ITEM
BUDGET
Apr*
2004
May
June
July
Aug
Sep
Oct
Nov
Dec
TOTAL
LAUNCH
ADVERTISING
1. Production
2. Print Ad (Nova)
TOTAL ADVERTISING
PROMOTION
*Consumer Promo
65,800
13,800
7,200
7,200
26,000
26,000
65,800
* Packaging
* POP
7,200
Supermarket :
* Program
27,000
* Listing Fee
47,850
12,000
7,500
7,500
47,850
27,000
47,850
Trad./Mitra :
Event (Joint w/ Chick)
TOTAL PROMOTION
147,850
TOTAL ADV & PROM
147,850
RESEARCH
GRAND TOTAL
147,850
68,850
38,000
33,500
7,500
Note : -Cylinder Approval on 12nd April, and the process is going to make for 1-2 weeks, latest final on 23th April.
Listing process is going to be paralled with the process.
147,850
Pricing Strategy
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Competitive Pricing Strategy : Cheaper 2-5 % from Bumifood/Local.
For Mitra Channel : Lower 10 % than HCO Channel
Distribution Strategy
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HCO Channel : Hyper/Supermarket
Mitra
: Key Outlet
Horeca : Hotel, Restaurant, Canteen,Catering and School
CONTROL
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The controls to monitor the plan’s progress :
-The Goal & Budget
spelled out
-The Result of Each Period
each month/quarter
reviewed
explain unpredictable things
Contingency Plan
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Improvement/Correction Action
The Top Management and managers are responsible to do the controls