Century Canning Corporation is the marine and tuna enterprise of Century Pacific Group. Our brands, Century Tuna, 555 Tuna, Blue Bay Tuna, and Fresca Tuna offer delicious, healthy and superior quality tuna meals everyday. We are consistent in introducing delightful new flavors and variants that every family member can enjoy. Today our brands remain household favorites, making Century Canning Corporation the first name in tuna.

It takes a state-of-the art canning facility in Southeast Asia to manufacture and market all these leading brands, assuring consumers of cleanliness, efficiency and superior quality. Its location at the heart of the Philippines tuna capital, General Santos City, guarantees the freshness of our fish, as well as quick and efficient delivery of our products to a network of distributors nationwide.

SEGMENTATION & TARGET MARKET

Demographics: 16-50 years old, M/F, social class BCD, single or married

Lifestyle: active functioning teens and adults, health conscious and those who want a strong heart and healthy mind.

Behavior: Consumed as a lifestyle, for mind and body energy.

TARGET MARKET NEEDS, WANTS AND DEMANDS

Active Individuals need to be appreciated, recognition and status are important.

Active Individuals choose Century Tuna over other canned tunas because of more

nutrients in its formulation giving brain power, healthy body and a strong heart.

Active Individuals expect a boost in mental and physical functions when consuming

century tuna.

Benefit Positioning

Functional Benefit Century Tuna

Century Corned Tuna

San Marino Corned Tuna

555 Corned Tuna Corned beef

Gives additional

Brain Power

Fortified with

Omega 3

Healthy body

Zinc Iron High in protein

Price Positioning

Price/ Health quality

Low calorie Medium calorie High calorie

High price

Century

Sa C San

Corn

Low Price

COMPETITOR

Direct Competitors: San Marino, Ocean Deli

Indirect Competitors: Corned Beef, Meat Loaf, Sardines, Health Food and Drinks

555

555

SWOT ANALYSIS

MARKET SHARE OF CANNED FOOD COMPANIES

StrengthCentury tuna is the first and only canned tuna

manufacturer for over 20 years before the entry of San Marino

It is available all over the world.

It has a distinct taste that is similar to homemade foods.

It provides a range of health benefits.It has an unlimited production and

distribution capacity.

Century could create its own segment of tuna paella to combat San Marino and other canned meat products such as spam and

corned beef

Weaknesses

Higher price than the competitor's product

They can't keep up with the demand of the consumers

It has not been able to address tastiness due to its formulation

Opportunities

New distribution channelsChanging customer tastes

High Employment RateChanging Customer Demand

Threats

The tin can become expensive

Tax increaseTechnological advances

SWOT

Century Tuna and other CCC brands have dominated the Philippine canned tuna market

from 1986 to 2009. In 2005-2009, CCC owned 99% of the local tuna market. In 2010, business

reports have shown that tuna canning new-comer San Marino, a subsidiary of CDO corporation,

has taken 7% of the local market share (CPG, 2004-2009).

The primary proponent to San Marino’s success has been identified to be their aggressive

brand campaign and innovative product presentation. In spite of the early success of San Marino,

Century is still projected to dominate the local market in the coming years because of the limited

production and distribution capacity of the smaller San Marino company.

Other factors that may affect the local canned tuna market is the introduction of a

competing product such as canned and frozen bangus preparations. It may be in the best interest

of Century Canning because they own the only active bangus canning plant in the Philippines,

but for San Marino, the introduction of canned bangus threatens to directly diminish the

available market.

MARKETING MIX

Century Tuna Mayo Spread

PRODUCT PLACE

PRICE PROMOTION

22.75 lang!

Century Tuna is a brand of canned tuna from the Philippines. It is the leading name of

canned tuna in the country and is now being sold all over the world.

Century Tuna is known for excellence, providing its customers with only the best tuna.

Canned inside Century Tuna Spread are freshly caught tuna cut into flakes and immersed with its

natural oils to provide a real and healthy taste. It is low in cholesterol and high in nutrients. Also,

Century Tuna Mayo Spread is rich with omega 3 which is important to metabolism. Omega 3 in

Century Tuna helps the heart and mind too, recent studies reveal that it betters circulation by

decreasing plaque formation along the walls of blood vessels. Fish oil properties help the body

avoid heart diseases, hypertension and some types of cancers.

Product Development

We will develop the Century Tuna Mayo Spread into a dip. We will add flavors such as

cheese, sour and cream and salsa.

Pricing Strategy

Century Tuna ranks as the number one brand in the local market especially in metro

manila and in other developed areas where their target market is the health conscious and high

budget class. It has a market share of 92% along with other brands of Century Canning

Corporation.

Based on our survey, our product or brand (Century Tuna) was very familiar to our

customers. They are willing to buy our product because of the quality focusing mainly on its

health benefits in an affordable price. Because of that, we will use the Price Skimming Strategy.

We are going to charge the highest initial price that customers will pay. As the demand of the

first customer is satisfied, we’re going to lower the price to attract other customers.

We will use the price skimming due to the following reasons:

-There are enough prospective customers willing to buy the product at the high price.

-The high price does not attract competitors.

-Lowering the price would have only a minor effect on increasing sales volume and reducing

unit costs.

-The high price is interpreted as a sign of high quality.

Placement

 We want our product to be visible at the precise moment that a consumer is

willing to purchase such product, be it through an actual need or an impulse buy. Products can

reach the consumer through multiple ways, including through retail outlets which is the most

common and convenient for the consumers. Not every consumer shops the same way and that’s

why product placement is done which is to make the products available for the consumers on the

right place and time.

Our product will be sold on supermarket, convenience stores and grocery stores. We

decided to put our product on those intermediaries because we believe that those are the most

accessible and convenient way of selling our product for our respective consumers. We assure

that our consumers will get the product immediately after having the stimuli to buy and we

would not let them had a hard time finding on where they can purchase this particular product.

We chose supermarket to make our product available because it offers wide variety of

goods so consumers who try finding new products will probably go to the nearest supermarkets

around them. Convenience stores are also one of our intermediaries for the reason that it is open

24/7 so consumers can buy it anytime of the day. Another agent of distribution that we prefer is

grocery stores since it are the usual place where people tend to go to buy small quantity of

products which they can find nearby but unlike convenience stores, it might not be open 24

hours.

CUSTOMER

RETAILER

WHOLESALER

MANUFACTURER

Sales Promotion

Samples

To get the market aware of the new variant of Century Tuna, I will require a free taste in

all leading grocery stores nationwide. 

Bundle packs

We would produce bundle packs of Century Tuna Mayo Dip along with other Century Tuna

variants such as Century Tuna flakes in oil, lite, red label, bangus and others. The price

would be lower than if you buy all of them in retail.

Contests

Since Century Tuna is known to be a healthy product, not only for the heart but also for

maintaining a fit body. 3 days / 2 nights roundtrip ticket for two to Boracay in Discovery

Suites Hotel (plus pocket money) awaits the Grand Prize winner of Century Tuna raffle

contest, consolation prizes include 1 year free membership in Gold’s Gym and membership

in wakeboarding in CamSur. Other prizes include ultimate fan sign with Derek Ramsay and

Anne Curtis which they will personally pick.

Public Relations

Athlete Sponsorship

We would be sponsoring beach volleyball and surfing athletes in their games this coming

summer.

Fun Run

We would give free samples of Century Tuna in Fun Runs. We would give sandwiches

with Century Tuna Mayo Dip.

Advertising

BROADCAST MEDIA

Television

Century Tuna use 60% of their budget on the broadcast media. Television is the major medium

used for the advertisement. Century Tuna has been playing commercials on the TV since they

have launched their products. Their Ads cover the lifestyles of the people. In their ads they have

shown many situations:

· People indicating their plans in the future

· Girl having a problem with her weight on summer

· A confident and sexy couple eating tuna

In the entire above situation they have showed the importance of eating healthy foods like for

example, when it’s about athlete, he is health conscious and when summer comes, girls are

having their diet so it’s a good thing that there is Century Tuna which can help them have a fit

and healthy body.

PRINT MEDIA

In the print media Century Tuna is using the following mediums to advertise.

Magazines & Newspapers

Century Tuna advertise in both magazine and news paper on weekly and monthly basis. The

following list of magazine and newspaper in which Century Tuna advertise:

· Philippine Daily Inquirer

· Lifestyle Magazine

· Food Magazine

BELOW THE LINE

Century Tuna spend a big share of their advertisement budget on the outdoor advertisement

which includes:

PAINTED BILLBOARDS

TRANSIT ADVERTISING

Transit advertising is a category of out of home media that includes bus and taxicab advertising

as well as posters on transit shelters, terminals, and airports.

Types of transit advertising

· Outside posters

· Terminal posters

· Taxi / bus exteriors

Since Century Tuna is a prominent brand of goods in the country, a fairly big amount is allocated

for its promotion and advertisement for the summer season especially now that many people will

be on diet to maintain their fit and healthy body. There is also a allocated budget quarterly good

for its monthly advertisement and nationwide promotion.