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BY BIG MAMA THAI PRESIDENT FOODS THAI PRESIDENT FOODS PUBLIC COMPANY PUBLIC COMPANY LIMITED LIMITED MKT 4829 MARKETING DECISION MAKING SECTION 403

Marketing Decision Making_Instant Noodles

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Page 1: 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

Page 2: Marketing Decision Making_Instant Noodles

MARKET ANALYSISMARKET ANALYSIS

Page 3: Marketing Decision Making_Instant Noodles

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

Page 4: Marketing Decision Making_Instant Noodles

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

Page 5: Marketing Decision Making_Instant Noodles

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

Page 6: Marketing Decision Making_Instant Noodles

Market ChartMarket Chart

Page 7: Marketing Decision Making_Instant Noodles

SALES ANALYSISSALES ANALYSIS

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Trend ProjectionTrend Projection

Total =5812.25662 MB

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The best method selectedThe best method selected

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Monthly Sales ForecastMonthly Sales Forecast

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BDI AND CDIBDI AND CDI

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Problem Area

Opportunity Area

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PRODUCT ANALYSISPRODUCT ANALYSIS

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ProductsProducts

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Positioning MapPositioning Map

Page 16: Marketing Decision Making_Instant Noodles

PRICE STRATEGIESPRICE STRATEGIES

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Cost and Price StructureCost and Price Structure

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SKUSKU

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Price PremiumPrice Premium

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CHANNEL STRATEGIESCHANNEL STRATEGIES

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Hybrid ChannelHybrid Channel

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SALES FORCE SALES FORCE ANALYSISANALYSIS

Page 23: Marketing Decision Making_Instant Noodles
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Total = 17 People Total = 17 People

Key Account ManagerKey Account Manager

7 1 6 3

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

Sales ForceSales Force

Page 26: Marketing Decision Making_Instant Noodles

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

Page 27: Marketing Decision Making_Instant Noodles

PRMOTION STRATEGIESPRMOTION STRATEGIES

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

Detail of ReachDetail of Reach

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Advertising GridAdvertising Grid

3,600 x 5,000 baht per GRP

*in thousand baht

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Promotion GridPromotion Grid

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PROFIT AND LOSS ANALYSISPROFIT AND LOSS ANALYSIS

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

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Profit and Loss analysisProfit and Loss analysis

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……Q&A…Q&A…

Page 35: Marketing Decision Making_Instant Noodles