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MAMA Marketing Plan
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MARKETING PLANMARKETING PLAN
A A O GA LUS “ MAMA OMEGA PLUS ”
WHY MAMA OMEGA PLUS?
Consumer Research
From Secondary Data
10 อันดับบะหมี่กึ่งสําเร็จรูปที่นาเชื่อถือที่สุด
78 9100รอยละ
2007 20085
78.9
60
80
100
29.921.6 18.7 14.8
7.6 4.9 3.1 1 320
40
3.1 1.3
0
มามา ไวไว ยํายํา ควิก นิชชิน
- จากนติยสาร BrandAge เดือนมกราคม 2551
มามา ไวไว ยายา ควก นชชน
Consumer Research
We do the consumer research to findthe consumer insight.
Sampling Size = 250
Location : Bangkok & Suburb.
Consumer Research
Consumers want more nutrient
28%
35%35
40 Consumers want more nutrient.
25%28%
25
30
11%15
20
1%5
10
0
รสชาติ ความสะดวก ระยะเวลา สารอาหาร อื่นๆ
- จากการทํา Research กลุมตัวอยาง 250 คน
WE GET “CONSUMER INSIGHT”
I HAVE TO EAT MAMA BUTI WANT TO EAT MAMA
BUT I FEEL MAMA HAS LESSI WANT TO GET MORE
NUTRIENT.BENEFIT FOR ME.
We proudly present…
“MAMA OMEGA PLUS”
WHY THEY BUY MAMA OMEGA PLUS?
Add More Nutrient in MAMA.
Health Conscious Trend.
CONSUMER ANALYSIS
MASLOW’S HIERARCHY OF NEEDS
MAMA Omega Plus fulfills Physiological & Safety Physiological & Safety needs.
MARKET ANALYSIS
2007 I t t N dl k t Sh2007 Instant Noodle market Share
Other2%21%
52%52%
25%
COMPETITOR ANALYSIS
St thStrengths- Consumers perceive that Waiwai is ready to eat.
- Short time cooking procedures.
Weaknesses N 2 Sh f i d- No.2 Share of mind.
- Less variety of product line.
COMPETITOR ANALYSIS
Strengths- Smooth and mellow Noodles.
- Jumbo pack.
Weaknesses - No.3 Share of mind.
SWOT ANALYSIS
Strengths WeaknessesStrengthsNO 1. Share of Mind.Variety of product lines.
WeaknessesHigher cost than normal instant noodle.
First Omega Added in instant Noodle.
OpportunitiesH lth C i t d
ThreatsC t Health Conscious trend.
Economic Crisis.Consumers may not aware the benefit of Omega 3 in instant noodle .
OBJECTIVES
Increase Sales15 % Sales growth in total categorywithin 1 year
Increase Market Share
within 1 year.
Increase Market Sharefrom 52% to 60% within 1 year.
Extend product lines of MAMA.
TARGET MARKET
Our target is consumers who have personality traits as follows :
Innovativeness
Variety – Novelty Seeking
Health Conscious
POSITIONING
“High Nutrient Instant Noodle”High Nutrient Instant Noodle
มามาโอเมกาพลัส อรอยงาย ไดประโยชน
POSITIONING
Positioning mapg pNutrient
Taste
Intensive Growth strategy
N P d tC t P d t New ProductCurrent Product
CurrentMarket
Market-penetration strategy
Product-development strategy
New Market development Diversification NewMarket
Market-development strategy
Diversification strategy
Brand development strategy
NE i ti
Product category
NewExisting
ExistingBrand
Line extension strategy
Brand extension strategy
New Multi brands New brands NewBrand
Multi brandsstrategy
New brandsstrategy
PRODUCT STRATEGIES
Add more nutrient (Omega 3)Add more nutrient (Omega 3)in instant noodle.
Visual IdentityVisual Identity
Logo & Package
PRICE STRATEGIES
S i l dlSame price as normal noodle.
Pricing Based on Perceived Price strategyPricing Based on Perceived Price strategy.
Product line Pricing Strategy.
Size Price (฿)( )
Pack 6
Big Pack 8
Cup 14
CHANNEL STRATEGIES
Relationship marketingp gFirst 3 months only list in to get their support.
Create noodle vending machinesCreate noodle vending machines.
CHANNEL STRATEGIES
Co-partner with CP in distribution channel.
List in Modern Trades.
IMC STRATEGIES
Advertising
Magazine
IMC STRATEGIES
Advertising
Billboard
IMC STRATEGIES
Advertising
Billboard
IMC STRATEGIES
Advertising
Billboard
IMC STRATEGIES
Advertising
Billboard
IMC STRATEGIES
Advertising
Radio (Sonic Identity)
“ มามาโอเมกาพลัส อรอยงาย ไดประโยชน ” มามาโอเมกาพลส อรอยงาย ไดประโยชน
IMC STRATEGIES
Sales Promotion
Co-Partner with
Buy 10 packs or triple cups
Every 100 ฿ spending at 7-11, get free 1 MAMA OMEGA plus
Buy 10 packs or triple cupsget free 1 MAMA Omega plus pack.
Trial Samples (Mini Cup)
IMC STRATEGIES
Public Relation
Booth and Road show
Brand Ambassador
BUDGET
BRANDBRANDTVC23%
BRAND AMBASSADOR
15%BOOTH OR ROADSHOW
25%
TVC23%
BRAND AMBASSADOR
15%BOOTH OR ROADSHOW
25% Magazine3%
25% Magazine3%
25%
Billboard
TRIAL SAMPLE (MINI CUP)
2%Billboard
TRIAL SAMPLE (MINI CUP)
2%
23%Radio1%Co-Partner with
7-115%
Buy 10 packs get free 1 cup
23%Radio1%Co-Partner with
7-115%
Buy 10 packs get free 1 cup
5%5%
