UNIVERSITY OF PERPETUAL HELP SYSTEM DALTA
Sarimanok Poultry Feeds Marketing Plan
Submitted By:
Las Marias, Colleen Louise T. BSBA-MM3A MWF (5:00-:00!
Submitted To:
"r. #$ %uio&'o
Contents
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#e&uti)e Su**ar+ Situational Anal+sis Market Su**ar+ SWT Anal+sis Co*etitors Pro$u&t erings "istri/ution /e&ti)es Target Market 1 P2s Marketing Mi
Executive summary
nite$ 4utrition an$ Ani*al ealt'&are Co*an+, or 4AC, is one o t'e lea$ing &o*an+ in t'e *anua&turing an$ $istri/ution o )eterinar+ an$ ee$ ro$u&ts or s6ine, oultr+, an$ ga*e o6l. Be&ause o t'e gro6t' in t'ese iel$s t'e &o*an+2s 'as surre$ $i)ersii&ation into ot'er /usinesses. 4AC 'as a unit o oultr+ /usiness, it is t'e Sari*anok Poultr+ Fee$s. 7t oers &o*lete line o /ree$ an$ age aroriate ee$ or t'e /roiler, la+er, an$ $u&k se&ies. Sari*anok 'as artnere$ 6it' a glo/all+ kno6n )ita*in
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&o*an+ "SM, t'roug' its ti*u* 8ita*in 4utrition te&'nolog+. Pro)i$ing t'e ne&essar+ a$)antage in ro$u&tion, eror*an&e, 'ealt', an$ ro)i$ing sae oo$ or t'e &usu*ers. ne o 4AC2s &o*eten&ies is its resear&' /ase$ or*ulation o inis'e$ an$ &usto*i9e$ ee$s or s6ine, ga*e o6l, oultr+, aua an$ ot'er &o*anion ani*als. 7t 'as earne$ to rank in t'e total ani*al ee$ ro$u&tion in t'e &ountr+ /+ ee$ *illers.
Situational Analysis
Sari*anok is ast in&'ing its 6a+ to getting su/stantial s'are o t'e *arket. A &ross &o*an+ anal+sis o t'e P'iliines an$ Four t'er Sout'east Asian Countries, P'iliines s'o6s to 'a)e one o t'e s*allest er &aita &onsu*tion o egg. 7n sur)e+ /eing &on$u&te$ /+ t'e 4ational 4utrition Sur)e+:;00<, Foo$ Consu*tion Sur)e+ Co*onent on 7n$i)i$ual Foo$ an$ 4utrient 7ntake, &'i&ken egg a&&ounts or a/out =.1> or =0 gra*s o total oo$ intake o a$ult (;0 to 5? +ears ol$!, 50> o res&'ool an$ s&'ool age$ &'il$ren, a$oles&ents, an$ regnant 6o*en 'a)e ina$euate rotein intake. 7t re)eals t'at t'e nutrition is not roerl+ $istri/ute$ geogra'i&all+.
Market Summary
T'e &onsu*ers o sari*anok reer a re*iu* /roiler an$ la+er ee$s. T'ese la+er ee$s see*e$ to /e reerre$ a*ong t'e ee$s. Sari*anok Poultr+ Fee$s is &onsisting o &onsu*er *arket 6'ere it is /elong to a &o**er&ial ar* grou. 7t utili9e$ a strong $istri/ution o oultr+ nation6i$e. T'e rogra* @ai'an at Sari*anukan is a te'ni&al se*inar t'at is /eing &on$u&te$ or t'e target au$ien&es. T'e tea&'ing ro* t'e se*inar is to /e alie$ to it, so t'at t'e oultr+
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ro$u&tion 6ill /e&o*e sustaina/le, ei&ient an$ roita/le. T'e+ &a*e u 6it' a *anual t'at &ontains s+lla/us or )arious 6orks'os t'at 6ill ro*ote t'e 'ealt' /eneits o t'e egg.
SWOT Analysis
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#sta/lis' target *arket /+ )olu*e9one @no6 &o*etitors *arket 9one strengt' Sele&t target area&lients or ro$u&t intro$u&tion esear&' an$ $e)elo*ent #sta/lis' Co**er&ial 8ia/ilit+ Pro)i$e o D to D Market Strateg+ Se&ure o)ern*ent Agen&+ Aro)als Le)erage 7n$ustr+ elations'is Caitali9e on our 7n$ustr+ 7nrastru&ture an$ @no6-'o6 Ser)e as an A$)isor+ rou (inan&ial, *arketing, inrastru&ture, 'u*an resour&e, et&!
Cometitors
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ealt' Agen&ies W'ere it is go)erne$ /+ la+ roessional in$i)i$uals 6'ose ri*ar+ urose is 'eat' relate$. T'ereore, t'e sur)e+ t'at 6as &on$u&te$ t'e ri*aril+ issue o t'e lo6 &onsu*tion o egg is t'e *in$set o t'e eole a/out t'e &'olesterol t'e egg t'at &an trigger ollo6ing &ar$io)as&ular &on$itions. Be&ause o t'ese agen&ies an$ t'roug' *e$ia, t'e Filiinos 'a)e ut restri&tions on t'eir &onsu*tion o eating an egg.
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M+t' W'ere t'e stor+ o t'e sur)e+ &a*e out a/out t'e &'olesterol or ot'er si$e ee&ts in eating an egg. T'e eole see*e$ to /elie)e in t'at stor+ an$ 6as s&are$ to e)er eat again an egg. We kno6 t'at so*e o us are easil+ oole$ or all into so*et'ing.
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t'er Poultr+ Businesses T'e+ *ig't 'a)e so*et'ing /etter t'an +our ro$u&tion, $istri/ution or in a$)ertising t'eir ro$u&t to /e *ore sui&ient in *arket sales. T'e+ 'a)e *ore &onsu*ers /e&ause o t'e ro*otion t'e+2)e got to resent to t'eir &onsu*ers.
Product O!!erin"s
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ig' ualit+ rotein Take in essential *inerals 7n$ulge in lo6-&alorie rotein Pre)ents /reast &an&er i&' in $ierent )ita*in
#istribution
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"ealers D /u+ing an$ selling or t'eir o6n W'olesalers - /u+s large uantit+ o goo$s (6et *arkets, gro&er+! etailers - &o**o$ities in s*all uantities (sari D sari store!
Ob$ectives
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To &reate a /usiness *o$el o i*ro)ing 'ouse'ol$ in&o*es an$ nutrition t'roug'
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i*ro)e*ent o in$igenous oultr+ ro$u&tion. Will /e *ore o&us on an integrate$ rogra*s an$ artners'is aroa&', a ro&ess t'at is $esigne$ to ro*ote rai$, sustaina/le agri&ultural gro6t' /ase$ on s*all'ol$ers.
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To in)est in an integrate$ oultr+ ar*ing t'at entails t'e ro$u&tion o $a+ ol$ &'i&ks ("C!, &o&kerels, ullets, 'ens, &o&ks an$ eggs or sale to in$i)i$uals, ar*s, 'otels,
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suer*arkets an$ e)entuall+ or eort. To /egin a ro&ess o &reating a one sto oultr+ ar* 6it' all t+es o oultr+ an$ oultr+ ro$u&ts in&lu$ing t'e ro$u&tion o sule*ental oultr+ ee$s.
Tar"et Market
T'e Sari*anok &onsi$ers t'e ollo6ing $e*ogra'i& $ata an$ /e'a)iors in 9eroing into a *ore target au$ien&es. • • • • • •
1<> is o ur/an oulation Me$ian oulation is ;3 +ears o age Mot'er2s *ean age is ;3 <=> o 6o*en 6at&'es tele)ision 30> o 6o*en 'a)e a&&ess to internet, 13> in ages (=5-=?!, =;> or ages (15-1?! A&&ess to internet is $ou/le$ in ur/an
T'e ri*ar+ target au$ien&e o T'e oo$ #gg are *ot'ers ages ;3 to 15 +ears o age, 6it' t'e &'il$ren ages =< an$ /elo6, a&ross all so&io D e&ono*i& $ata. Positionin"
Be&ause o t'e *+t's t'at are going aroun$ in eole2s t'oug'ts, 6e 6oul$ like to &lear an$ sen$ *essage to t'e* t'at t'e &onsu*tion o an egg a $a+ is not $angerous or t'eir 'ealt' at all. T'roug' t'e 'el o so&ial *e$ia or u/li& relations 6e &an ai* or goal to a&'ie)e our &a*aign. a)ing a *oti)ational an$ &o*elling rational an$ t'is is to a$$ress t'e *alnutrition an$ stunting. Must get into $eeer insig't o t'e target au$ien&e. M+t's are to /e $e/unke$ an$ translate$ to a ositi)e a&tion. Pro)i$es an etra u/li&it+ 6it' artner agen&ies in or$er or t'e &ontri/ution to /e re&ogni9e$. a)ing a &ele/rit+ to en$orse a&ross so&io D e&ono*i& &lasses. We *ust ta relate$ agen&ies in or$er to rea&' *ore eole in $ierent se&tors su&' as: #isting Agen&ies: • •
"ST D F47 "
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PC 4"AP P'iliine #gg Boar$
ntae$ Agen&ies: • • • • •
"SW" "e#$ C#" Pe$iatri&ians So&iet+ Wo*en So&iet+
Product
Sari*anok Pre*iu* La+er Fee$s: • • • • • •
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C'i&k Booster Cru*/le C'i&k Starter Cru*/le C'i&ken ro6er Cru*/le Per La+ Cru*/le C'i&ken La+er = Cru*/le C'i&ken La+er ; Cru*/le Sari*anok Pre*iu* "u&k La+er Fee$s: "u&k La+er Pellet "u&k Starter "u&k ro6er "u&k Pre D La+
#istribution Process
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W'olesalers etailers Broker Sales ro* ar* "oor to $oor sales Sales to lo&al retail s'os Colle&tors Asse*/l+ Mer&'ants Pricin"
T'e &ost o goo$ lus a er&entage W'at t'e &usto*er is reare$ to a+ Co*etitor2s ri&ing Promotion
ne is t'e /asis or t'e 'ealt'+ egg &a*aign is a s&ientii& stu$+ &on$u&te$ /+ "ST D F47. 7t &on&lu$e$ t'e &onsu*tion o u to one egg er $a+ is unlikel+ to 'a)e su/stantial in&rease in /loo$ lii$ le)els. T'e "eart*ent o ealt' ("! &a*e u 6it' a *anual t'at &ontains s+lla/us or )arious 6orks'os t'at 6ill ro*ote t'e 'ealt' /eneits o t'e egg. T'ereore, t'e+ are a/le to ro*ote t'e ro$u&t in a ositi)e out&o*e. T'e P'iliine #gg Boar$ institute$ t'e =st P'iliine egg s'o6. T'e #gg Boar$ &reate$ a air o *as&ot 6'i&' is egg /eing &oule$ to t'e 'eart or us to un$erstan$ t'at t'e egg is 'ealt'+ or t'e 'eart. We &an ro*ote /+ a$)ertising 'at is &on$u&te$ on tele)ision, ra$io, online, ne6saers et&. An$ also /+ sales ro*otions, oint o sale $isla+, *er&'an$ising et&. to $e)elo a &a*aign 6'i&' uses se)eral o t'ese *et'o$s in a 6a+ t'at ro)i$es t'e *ost ee&ti)e results. For ea*le, T8 a$)ertising *akes eole a6are o a oo$ ite* an$ ress a$)ertising ro)i$es *ore $etail. T'is *a+ /e suorte$ /+ in-store ro*otions to get eole to tr+ t'e ro$u&t an$ a &olle&ta/le ro*otional $e)i&e to en&ourage t'e* to kee on /u+ing t'e sai$ ro$u&t. 7n t'is ea*le o ro*otion 6e &oul$ a&'ie)e our target *arket. Marketin" Mix
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We 6oul$ like to laun&' an e)ent a/out t'e /eneits an$ 'ealt' &on$itions a/out eating an egg. T'e e)ent 6ill target t'e eisting an$ untae$ agen&ies. T'roug' t'ese 6e 6oul$
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strengt'en our relations'i 6it' ot'er agen&ies arti&ularl+ t'e untae$ agen&ies. #sta/lis' a goo$ &o**uni&ation to t'ose agen&ies t'at 'a$ &onoun$e$ our t'oug'ts a/out t'e eggs. 7n t'is 6a+ 6e &oul$ /e stronger. To rea&' out to t'e eole aroun$ using or ello6 ar*ers. T'eses &oul$ /e goo$ or our sales /e&ause o our roosals or
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a$)o&a&ies. We inten$ t'e oo$ #gg to /e use$ as an insirational an$ a $e*onstration &enter t'at /ring toget'er enterrising +out'ul ar*ers an$ 6o*en grous to take in$igenous oultr+ ar*ing as a &o**er&ial )enture.
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