Marketing ManagementProposed Outline

Learning Objectives

Company Profile

Description of Product (if product analysis)

SWOT

Opportunities• Trends towards

healthy living (evidenced by the success of C2 green tea)

• Current green tea craze

• Economic growth in the Philippines is steadily increasing

• Warm tropical climate

Threats

•Big number of competitors

•The fast turnover of “fads” once a new product comes along

Strategic Direction

Strategic Direction• Serenitea has a lot of products

and are constanly developing new ones, basically the sheer number of choices and combinations are what makes it very successful among the youth

• Also the nature of the product (milk tea) will only be appealing to a certain age group – the school age group and young adults

• Therefore the group decided to penetrate the existing market with the existing products

Goals• To be the first choice

of drinks among the youth

• To increase profit through brand advertising and publicity

• To increase promotions• To obtain customer

loyalty

Objectives• Create advertisements and

billboards which will target the youth (facebook, twitter, TV)

• Tie ups with credit card companies (BDO, Citibank, etc)

• Create promos in Groupon / cash cash pinoy

• Develop a Loyalty card/ a planner/ merchandise

• Place stores near schools, parks and hip places where the youth gather

Market Research

Market Position and Competitive Study

Target Market

•Segmentation

Consumer Insighting

Branding

•Brand DNA•Brand Positioning

Value Proposition

One Sentence Positioning Statement

•For___________________ who• (PTM demographic) __________________ (PTM psychographic)

•_____________ is the ____________________• (brand) (competitive

category) •that

provides/makes/gives/offers/brings/etc. ___________________________

(distinct benefit)

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Another Example For upper middle-class men who demand the most of themselves, Boardroom is the fitness center that provides personal trainers who bring the most vigorous work-outs directly to office or home

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Pricing

Placing and Distribution

Communication Strategies (IMC)

Other Important Moves (Optional)•Service Marketing•Global Marketing•Marketing Warfare•Blue Ocean

Reflections

Session 12

• Special Topics▫Service Marketing▫Global Marketing▫Marketing Warfare▫Blue Ocean

Session 14

•Research Presentation

Session 15

•Executive Session – Marketing Forum