Marketing Strategy

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MKTG 1199 - MARKETING PRINCIPLES

PRODUCT/SERVICE CHOSEN:
CHAROEN POKPHAND FOODS (CPF)
READY MEAL

Table of Contents

1. Executive Summary …………………………………………………………………………. 4 1.1 Market Size …………………………………………………………………………. 4 1.2 Market Potential …………………………………………………………………………. 5 1.3 Market Structure …………………………………………………………………………. 5 1 Introduction …………………………………………………………………………. 6 2.4 Company Vision …………………………………………………………………………. 6 2.5 Company Mission …………………………………………………………………………. 6 2.6 Company Objectives …………………………………………………………………………. 6 2.7 Product Line …………………………………………………………………………. 7 2 Trends …………………………………………………………………………. 8 Demographic …………………………………………………………………………. 8 Economic…………………………………………………………………………. 11 Natural…………………………………………………………………………. 13 Cultural…………………………………………………………………………. 13 Technical…………………………………………………………………………. 17 Political/Legal…………………………………………………………………………. 22 3.8 Competitors…………………………………………………………………………. 22 3 SWOT Analysis…………………………………………………………………………. 23 4 Target Market Selection……………………………………………………………………….. 25 5.9 Segmentation…………………………………………………………………………. 26 5.10 Market Targeting…………………………………………………………………………. 29 5.11.1 Evaluating Market Segments ………..………………………………………………………. 30 5 Differentiation and Positioning………………………………………………………………. 32 6.11 Perceptual Positioning Map…………………………………………………………………… 32 6 Strategic Market Mix…………………………………………………………………………. 33 7.12 Product…………………………………………………………………………. 33 7.13.2 Level of Product…………………………………………………………………………. 33 7.13.3 Classification of Product…………………………………..…………………………………. 33 7.13.4 Branding Strategy…………………………………………………………………………. 34 7.13.5 Packaging …………………………………………………………………………. 34 7.13.6 Overall Product Mix ……………………………………………………………………. 35 7.13.7 Product Life Cycle & Product Extension ………………..……...………………………. 36 7.13 Price …………………………………………………………………………. 36 7.14.8 Product-Mix Pricing Strategies …………………………………………………………. 36 7.14.9 Price Adjustment Strategies …………………………………………………………. 37 7.14 Promotion …………………………………………………………………………. 37 7.15.10 CP Current Promotion Strategies ……………………………………………………. 37 7.15.11 Our revised Promotion Mix……………………………………………………………. 38 7.15.12 Advertising …………………………………………………………………………. 39 7.15.13 Sales Promotion ………………………………………………………………………. 40 7.15.14 Publicity …………………………………………………………………………. 40 7.15.15 Personal Selling …………………………………………………………………………. 41

7.15 Place …..…………………………………………………………………………. 42 7.16.16 Channel Management & behavior………………………………………………………. 43 7.16.17 Distribution intensity ……………………………………………………………………. 43

7 Managing Market Effort……………………………………………………………. 44 8.16 Implementation …………………………………………………………………………. 44 8.17 Budget Plan …………………………………………………………………………. 45 8.18 Evaluation and Control……………………………………………………………………. 46

8 Conclusion…..…………………………………………………………………………. 47

9 REFERENCE LIST……………………………………………………………………. 48

1Executive Summary
Charoen Pokphand Food sees the need to cater ready meal to customers that seek meals in a fast and convenient way which fall into the targeted group of young adults who just enter into the work force. While hiring a domestic helper might ease the burden of home-cooked food, some might not have the budget to do so. After a long day at work, having delicious and easy to cook food ranging from soups to noodles to fried food might just make their lives much easier. Working in the office can be quite busy and sometimes the workload is too hectic that time to go to food centers...
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