Century

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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
Tuna
Century
Tuna
San Marino
Corned tuna
San Marino
Corned tuna
| Century
Corned
tuna
Century
Corned
tuna
San Marino
Corned tuna
San Marino
Corned tuna
| Corned
Beef
Corned
Beef
| |
Low Price| 555
Tuna
555
Tuna
| 555
corned Tuna
555
corned Tuna
| | |

COMPETITOR

Direct Competitors: San Marino, Ocean Deli

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

SWOT ANALYSIS

MARKET SHARE OF CANNED FOOD COMPANIES

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

22.75 lang!
22.75 lang!

Century Tuna Mayo Spread

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...
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