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10 STEP Marketing Plan for Gourmet’s Coffee
Cathleen Jem CaraigMarch 2012
http://jemcaraig.blogspot.com
This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.
The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.
When appropriate, data are “masked” so as not to create unexpected conflicts.
The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
Disclaimer
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1. Businessmen, employees and young professional who needs to boost their energy within work hours
2. Professionals who needs recognition and a sense of belongingness in the workplace and other places. Wants fresh, best quality and the finest service.
3. Gourmet promotes healthy lifestyle for coffee drinkers. Other brands does not have this.
4. Estimated market size is 65 million coffee consumers in the country. 19 million is Gourmet’s market share
Steps 1 to 5
Summary headline of Gourmet PTM and market
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6. Gourmet Drip and Grind Coffee that is affordable, boosts energy and fresh and the pioneer of healthy living
7. Gourmet coffee is 55.21% higher than Siete Baracos and 17.72% than BC Coffee
8. Gourmet’s participates in Food Expo events in the World Trade Center & leading supermarkets promotions
9. Gourmet coffee is distributed in the greater Manila area
10. Using niche as an approach to succeed
Steps 6 to 10
Summary headline of the marketing mix & strategy
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1. Describe the primary target market (PTM)*
Demographics
21-65 years old, social class A,B and C, single and married
Lifestyle
Working, usually corporate employees, executives, young professionals
Behavior Before going to work, during coffee
breaks, during meetings – drink coffee to boost energyhttp://jemcaraig.blogspot.com
2. Gourmet’s PTM’s NWD
Needs from Maslow’s hierarchyWants determine choiceDemands for them to buy the
product
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Describe your PTM needs
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Self-Actualization Needs(Self-
Development & Realization)
Esteem Needs (Recognition,
Status)
Social Needs (sense of belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
I am the boss.
I want to look professional.
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2. PTM’s needs, wants & demands
Businessmen/employees need to be recognized and to belong in a corporate setting, or friends and acquaintances
Businessmen/employees choose Gourmet coffee over other brands because of taste, quality, freshly roasted coffee beans, promotes a healthy lifestyle
Businessmen/employees demand affordable, healthy and the quality and taste of coffee
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3a. Gourmet’s competitors Direct: Siete Baracos, BC Coffee,
Rocky Mountain, Culinary Exchange, Artisan Conlins, Bon Vivant
Indirect: instant coffees, 3 in 1 coffees, coffee shops
Variables: promotions, packaging, accessibility/availability, price, lifestyle
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3b. Create 2 Positioning Maps
1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice
This 1st Map should allow differentiation/ non-clustering of the direct competitors
Example: Price vs. AgeSize of bubbles= represent relative market
shares of the brands2nd Map: Functional Benefit vs. Brands/ Variants
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Price/ Age
Matrix
0-13 yrs 14-24 yrs 25-49 yrs 50yrs up
High price
Low Price
BC
Competitive Position Map of Gourmet coffee
Price vs. Age Matrix as of 2011
Siete Baracos
Siete Baracos
Siete Baracos
BC BC
GourmetGourmet Gourmet
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Gourmet benefit position vs brand matrix
Benefit Positioning vs. Brand Matrix
as of 2011
Functional Benefit Gourmet Siete Baracos BC Coffee
Affordable
Availability
Mental Alertness
Stimulates Metabolism
Freshness
Organically grown products
Packaging, one-way valve
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4. Gourmet has a strong potential in the market opportunities
Gourmet Coffee- is the pioneer of coffee trading in the
Philippines- promoting “health” and “wellness” for the
consumers- “fresh” and “organically grown” have been the
driving forces behind Gourmet’s success- All roasted coffee beans are packed and
sealed into foil bags with a one-way valve to maintain its optimum amount of freshness.
- Gourmet has a strong belief of the word-of-mouth marketing strategyhttp://jemcaraig.blogspot.com
5. Gourmet’s Claimed Market Share
29.76%
45.24%
25.00%
Gourmet Farms Inc.
Gourmet'sCompetitorsNew Competi-tors
Number of Competitors
2011 = 382012 = 59
35.59% increase
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5a. 2007 Gourmet Sales was P45 Million for coffee and teas
Source: http://stella-arnaldo.blogspot.com/2008/05/gourmet-farms-expands-to-cebu.html
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5a. 2007 Gourmet Sales was P45 Million for coffee and teas
Source: http://stella-arnaldo.blogspot.com/2008/05/gourmet-farms-expands-to-cebu.html
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5b. Estimated Coffee Market Size is 70 Million coffee drinkers
1. Competitor data = 70.24% competitor market share based on previous company data
2. Company data = Average sales: 9-10 million/monthly based on past company sales (29.76% share) = 19 Million
3. Customer Usage data = Estimated 65 million coffee drinkers in the country
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6a. Gourmet Products
• Barako Blend• Decafeinated• Hazelnut• Espresso• Premium Blend• Coffee Mountain
Arabica
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Supermarkets
6a. Gourmet Products
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6a. Show how product looks vs. competition
Direct competitor Indirect
competitor
Gourmet Coffee in the Supermarket
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6b. Gourmet Coffee description
Arabica, Robusta, Liberica, and Excelsa - Gourmet‘s uses only the finest coffee beans to create their popular blends. All are freshly ground to ensure nothing but the finest, purest flavors. Enjoy a cup of brewed joy. The finest grade of coffee beans roasted and blended to create that perfect coffee experience. Take pleasure in Gourmet's different blends of freshly roasted whole beans or ground coffee. All roasted coffee beans are packed and sealed into foil bags with a one-way valve to maintain its optimum amount of freshness. Source: http://gourmet.com.ph/http://jemcaraig.blogspot.com
7. Gourmet Prices
*based on past company data of 2011
BRANDS Unit Price Price Per Kilo
% Difference
Gourmet’s (250g)
162 648
Siete Baracos(200g)
84 418 55.21%
BC Coffee(300g)
165 550 17.72%
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8a. Which of these modes does your product use?
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4
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8a. Gourmet Promotions
Major sponsor of the 11th Philippine Food Expo 2012
Part of Shopwise Supermarket and Rustan’s Supermarket promos
Continue participating in events and promotionshttp://jemcaraig.blogspot.com
Flyers
8a. Gourmet Promotions
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8b. Competitor promo
Siete Baracos communicate: Through websites like http://loqal.ph
andhttp://shop.philippinecoffeecompany.com
Gourmet Farms Inc. stands out because it has its own website http://www.gourmet.com.ph
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9. Place
Where is your product available? Gourmet coffees and other Gourmet
products are available in their own store in Silang, Cavite: Refreshers
Rustan’s, Robinson’s and Shopwise Supermarkets
Serving Greater Manila Area and soon to serve Cebu and Mindanao
Method of delivery: 2 days lead time
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10. Gourmet’s Strategy
Gourmet’s strategy is to be the leading coffee supplier in the country that promotes “health”
and “wellness” to the consumers
By producing “fresh” and “organically grown” products, it has been the driving forces behind
Gourmet’s continuous success
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SUMMARY
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1. Businessmen, employees and young professional who needs to boost their energy within work hours
2. Professionals who needs recognition and a sense of belongingness in the workplace and other places. Wants fresh, best quality and the finest service.
3. Gourmet promotes healthy lifestyle for coffee drinkers. Other brands does not have this.
4. Estimated market size is 65 Million. Gourmet’s Market share is 19 Million
Steps 1 to 5
Summary headline of Gourmet PTM and market
http://jemcaraig.blogspot.com
6. Gourmet Drip and Grind Coffee that is affordable, boosts energy and fresh and the pioneer of healthy living
7. Gourmet coffee is 55.21% higher than Siete Baracos and 17.72% than BC Coffee
8. Gourmet’s participates in Food Expo events in the World Trade Center & leading supermarkets promotions
9. Gourmet coffee is distributed in the greater Manila area
10. Using niche as an approach to succeed
Steps 6 to 10
Summary headline of the marketing mix & strategy
http://jemcaraig.blogspot.com
32
10 STEP Marketing Plan for Gourmet’s Coffee
Cathleen Jem CaraigMarch 2012
http://jemcaraig.blogspot.com