Marketing Decision Making_Instant Noodles

BY BIG MAMA

THAI PRESIDENT FOODS THAI PRESIDENT FOODS PUBLIC COMPANY LIMITEDPUBLIC COMPANY LIMITED

MKT 4829 MARKETING DECISION MAKINGSECTION 403

MARKET ANALYSISMARKET ANALYSIS

Market potential = n x q x p = 51,841,675 x 42 x 10 = 21,773,503,500 baht21,773,503,500 baht

Market PotentialMarket Potential

N= 51,841,675 people Q= 42 packs/person/year P= 10 baht

Market size = 12 billion baht

Market penetration = (Market Demand/Market Potential) x100= 12/21.7 (billion baht) = 0.553 or 55.30%

Market share = 53%Company demand = Market demand x Market share = 6.36 billion baht

Market penetration = Market Demand/Market Potential = 12/21.7 = 55.30%Brand penetration = Company Demand/Market Potential = 6.3/21.7 = 29.03%Penetration share = Brand Penetration/Market Penetration = 29.03/55.3 = 52.50%

Market Penetration PercentageMarket Penetration Percentage

0

5000

10000

15000

20000

25000

Market potential

Market demand

Company demand

Market ChartMarket Chart

SALES ANALYSISSALES ANALYSIS

Trend ProjectionTrend Projection

Total =5812.25662 MB

The best method selectedThe best method selected

Monthly Sales ForecastMonthly Sales Forecast

BDI AND CDIBDI AND CDI

Problem Area

Opportunity Area

PRODUCT ANALYSISPRODUCT ANALYSIS

ProductsProducts

Positioning MapPositioning Map

PRICE STRATEGIESPRICE STRATEGIES

Cost and Price StructureCost and Price Structure

SKUSKU

Price PremiumPrice Premium

CHANNEL STRATEGIESCHANNEL STRATEGIES

Hybrid ChannelHybrid Channel

SALES FORCE SALES FORCE ANALYSISANALYSIS

Total = 17 People Total = 17 People

Key Account ManagerKey Account Manager

7 1 6 3

Number of Sales force needed:Bangkok 107 Central 213 North 213 Northeast 64 South 89 Total 682 people

Sales ForceSales Force

Commission 1% on sales up to 1,000,000 Baht 1.5% commission on sales beyond that point 

Salary of Key account: 22,000 BahtSalary of Sales person: 15,000 Baht Total Salary = (15,000 x 682) + (22,000 x 17) = 10,230,000 + 374,000

= 10,604,000 Baht Total commissions = 15,176 x 682

= 10,350, 032 Baht 

So Total Salary and commission = 20,954,032 Baht

CommissionCommission

PRMOTION STRATEGIESPRMOTION STRATEGIES

R = 80%Frequency = 5GRPs = 80 x 5 = 400

Detail of ReachDetail of Reach

Advertising GridAdvertising Grid

3,600 x 5,000 baht per GRP

*in thousand baht

Promotion GridPromotion Grid

PROFIT AND LOSS ANALYSISPROFIT AND LOSS ANALYSIS

Project Sales and Project Sales and Income Statement 2012Income Statement 2012

Profit and Loss analysisProfit and Loss analysis

……Q&A…Q&A…