Mariano Marcos State University
College of Business, Economics and Accountancy
INTEGRATED MARKETING COMMUNICATIONS PLAN
Mr. Jeffrey de Vera
Michael Glenn Pasion
The MMSU procesed meat products specifically pork meatballs, pork burger patties, pork lumpiang shanghai and pork siomai lacks marketing strategies as IMC. The IMC plan is to promote these different products and launch it in thye market applying the basic principles and essential strategies to achieve its objectives to keep yhis products on track with the different competing products in the market.
It has not established name in the local market area, and that it lack the appropriate marketring strategies.
In every business, it has its own strengths, weaknesses, opportunities and treats. These may pertain to the environment of business or the product itself. Here is the SWOT (strengths, weaknesses, opportunities and treats) analysis of the processed food products of MMSU which are, pork meatballs, pork burger patties, pork lumpiang shanghai and pork siomai.
A. SWOT Analysis
Easy to cook
Longer life-span in low temperature
The product is cheap
Perishable when not frozen
Contains fats and amount of sodium
Meatballs, Burger patties and Shanghai can be served with rice ·
Meatballs can be an ingridient or toppings for spaghetti. ·
Popular/dominating foods in the market.
It can be produced in any season
Many competitors in the market
B. Market Consumer Behavior Analysis
Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.
But the market is being composed of different segments which are: geographics, demographics, psychographics, and behaviographics. It is therefore defined that different markets behave in different manners. So the market consumer behavior analysis would depend on the following segments. Geographics
Is the physical location or region. It is therefor being generalized that people living in the same location or region behave in the same manner. Ex. Living in Ilocos Norte
It is a quantifiable population characteristics, such as age, gender, income, education, family situation. This variables could help determine what kind of product they want or what capabilities they have in purchasing.
It pertains to the lifestyle, social or personality characteristics of a certain market. This segment is driven by their confidence and instincts. Behaviougraphics
The needs and wants of the customer in relation to the product, including expectations and attitudes like their social activities.
C. Competitive Analysis
1. Direct Competition
Pork meatballs, pork burger patties, pork lumpiang shanghai and pork siomai have a lot of direct ompetitors in the market. More commonly they are named as, Pampanga's best, CDO, Mekeni, and Purefoods. 2. Indirect Competition
Every products in the food industry most especially processed meat products are all indirect competitors of those products. 3. IMC Strenghts and Weaknesses
MMSU Food Processing is not performing a tough Marketing communications Strategy. so since that is the case, we find that their IMC is weak and needs more improvement and have to establish strong marketing communications to perform well in the market and apply the concepts of IMC. From mere...
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