V47 10 step product marketing plan tolentino

10 STEP Marketing Plan for

San Mig Light

Michael B. TolentinoFebruary 2010

5 Steps for Part 1 (PTM and Positioning)

1. San Mig Light’s PTM are “young professionals and young legal age drinkers”

2. Who wants to drink beer with full flavor and less calories

3. Can choose Pale Pilsen, Red Horse, Colt 45, Beer na Beer, Lone Star Light, Coors Light, Cerveza Negra

5 Steps for Part 1 (PTM and Positioning)

4. Gap is other brands focus on nutritional values of drinking beer

5. The market size is P 95 Billion

5 Steps for Part 2(Marketing Mix & Strategy)

6. San Mig Light 330 ml bottle7. Is low priced8. Uses tv, print and radio ads,

events, internet, and beer buckets

9. Is distributed in key cities nationwide

10. Uses the supply and distribution leverage to win

Positioning to the Primary Target Market

Part 1:Steps 1 to 5

1.My primary target market (PTM) is..

Demographics (18 -29, M/F, social class ABC, single and married)

Lifestyle (study and working) Behavior (330 ml, 2 bottles, daily,

unwind, more beers to drink)

2. My PTM’s Needs, Wants, and Expectations…Young professionals need…To food (physiological), belong (social), Self-

Esteem (status), Self actualization

Young professionals choose San Mig Light more than other beers because of ….

Taste, packaging, price, contents; brand, social status.

Young Professionals expects this when they drink San Mig Light…

Excellent value for money, more beers to drink, fun and exciting moments with friends, full taste with less fillings; great taste

3a. San Mig Light has many impressive competitors

Direct: Coor’s Light, Lone Star Light, and Colt 45.

Indirect: Gin, Rum, Brandy, Red Wine, Vodka, Imported Beers

Variables: Age, price, packaging, event of consumption, contents, availability

San Mig Light is #1 in niche: low priced product for 20-26 yrs

Price/ Age Matrix

18-20 yrs 21-25 yrs 26-30 yrs 30 yrs up

High price

Low Price San Mig Light

Coors Light

San MiguelPale Pilsen

Lone Star Light

Red Horse

Colt 45

Price vs. Age Matrix

Beer Na Beer

4. San Mig Light positions strongly in a niche market opportunity

San Mig Light is the preferred light beer that gives full flavor with less calories for legal young drinkers and young

professionals who wants to drink beer with less

caloriesOthers focus on low price and strong

beer

5a. Based on competitor’s share of shelf, beer market is P27 Billion

Out of the 10 supermarkets observed, only 2 supermarkets have share of shelf of the competitor products.

6 M x 2 x P24 X 96 = P27 Billion

5b. Based on company data, San Miguel Brewery share is 90%

1. San Miguel Data: San Miguel Brewery sales is P36 Billion

2. San Miguel Brewery claims market share of 90%

5c. Consumer data indicates a size of P95 billion

Beer Usage:

6 million Filipinos drink of 2x per day of 330 ml of san mig light which costs P22

6 M x 2 x P22 X 365 = P95 Billion

5. Concluded that beer market is

1. Competitor data= P27 B

2. Company data = P 36 B

3. Usage data = P 95 B

The Marketing Mix Strategy

Part 2:Steps 6 to 10

6a. The beer category is dominated by 6 brands…

6b. Product Description

San Mig Light is a refreshing smooth, less filling light beer with a calorie content of 100 per serving. It has a well balance bitterness and foam that exhibits a finely beaded lace. It has a volume content of 5 % alcohol.

There is only one variant of San Mig Light. There are 2 sizes: 330 ml can and 330 ml

bottle.

7. Price- San Mig Light is cheaper priced in bottle

San Mig Light 330 ml in can = P29 San Mig Light 330 ml in bottle =

P22

San Mig Light in 330 ml bottle is 2 pesos lower in comparison with Coors Light.

8a. San Mig Light as part of healthy diet…

The Philippine market now are healthconscious, as such, San Mig Light will positionitself as part of a healthy diet. Moderatedrinking of San Mig Light may alleviate stress,provide several vitamin b, fiber and minerals tothe body. Consumption of San Mig Light mayalso lower the risk of coronary heart disease.

San Mig Light will show in tv commercials…

TV commercials will be used in the promotion

Health benefits of the product will be focused on

It will show young responsible drinkers will make San Mig Light as part of their healthy diet

San Mig Light will also use print ads…

Print ads of young professionals enjoying a bottle of san mig light with healthy meals

There will also be print ads that will take away the stereotype image showing san mig light as partner of “pulutan meals”

8b. Competitors - Colt 45

Colt 45 commercial shows that colt 45 beer is a strong beer for real men…

Coors Light

Coors light advertisements communicate that their product is the preferred beer of sports fanatics.

Lone Star Light

Lone Star light conveys that there is a new light beer in the market that will satisfy your taste buds.

The New San Mig Light Commercial…

Will show that young responsible drinkers can benefit nutritionally from San Mig Light. It will also be a part of healthy diet of young professionals.

This new approach stands out because it deviates from the usual selling point of beers attached to women and parties.

9. San Mig Light is distributed nationwide using San Miguel Brewery’s network

Supermarkets, sari-sari stores, convenience stores, bar, restaurants,

Key cities nationwide Delivery, pick-up, ordered, off the

shelves product Cash and credit transaction

10. San Mig Light is a niche leader

San Mig Light key tactics is to have a hold of the 20 to 26 year old, legal young age and young professional drinkers.

It gains from the supply and distribution leverage of San Miguel Brewery.

Has a great tasting beer with less calories, low cost priced, outstanding product distribution in key cities nationwide.

SUMMARY

San Mig Light’s PTM are young legal and young professionals from ages 18 – 29 who are from social classes A,B, & C.

We will address the gap wherein the consumption of beer has nutritional values.

San Miguel Brewery will still use its forte to further expand its current market share thru its competitive supply and distribution leverage.