Consolidated Foods Marketing Plan

CONSOLIDATED FOODS, INC.

ISLAND PEANUT BUTTER

MARKETING PLAN

V.  MARKETING STRATEGIES

• BRANDING & BRAND NAME

Exotic Island Peanut Butter, your peanut butter for all generations, natural, old fashioned, aflatoxins-free, affordable and at your reach anytime. Experience the taste of an Exotic Island in a peanut butter with customer’s health is the top priority.

• PRODUCT LINE

Peanut Butter Flavors                 Primary Consumer Purchaser                Decision-Maker

Original                        Adults and children                         Mothers/Wives

Creamy with Honey                Adults and children                        Mothers/Wives

Sweetened                         Children                                 Mothers

Reduced Fat/Zero Fat                Adults                                        Mothers/Wives/Single

• PRODUCT WARRANTIES

• Only pure and natural without any additives
• Tested by BFAD free from aflatoxins
• Freshness guaranteed up to Eight Months through expiration dates printed on the packaging

• PACKAGING

• High-shelf-profile, square-shaped glass container that could stand out on the grocery shelf of 8 different sizes (4 oz., 6 oz., 8 oz., 12oz., 13 oz., 18 oz., 34 oz., and 36 oz.).
• Deodorant-style peanut butter jars for 13 oz., 18 oz., 34 oz., and 36 oz
• With an exotic island design and catchy font for all ages

• PRICING STRATEGY

• Price for original exotic island peanut butter (13oz) – P49.95
• Price for Creamy with Honey & Sweetened (13oz) – P54.95
• Reduced Fat/Zero Fat (13oz)  - P59.95

• SALES & DISTRIBUTION METHODS

• Wider Sales in Mindanao and Visayas
• Headquarters or Centers and Sales Representatives in Visayas and Mindanao
• Expand Roster of Distributors and Dealers specifically in Visayas and Mindanao

• ADVERTISING COPY STRATEGY

• FRESH-ROASTED, PEANUT BUTTER DELICIOUSNESS IN EVERY SPOONFUL.  The road may be bumpy or smooth, chunky or creamy, but all roads lead to Exotic Island Peanut Butters — stir up something special.

• ADVERTISING MEDIA STRATEGY

• Website
• Social Media (Facebook, Twitter, Instagram)
• Tri-Media Advertising

• TV (ABS-CBN and GMA 7) – 30 sec morning slot and evening slot
• Cinema AD (Luzon, Mindanao, Visayas)
• Print Ads (Newspaper) – Philippine Daily Inquirer & Sun Star

• SALES PROMOTION

• Partner with any Coffee Shops or Bread Shops for a unique offering involving Exotic Island Peanut Butter Variants
• Taste Testing in leading Grocery Stores in the Country
• Loyalty card with discounts on the 10th buys

• PUBLICITY

• Tri-Media Ads on aflatoxin-free Exotic Island Peanut Butter
• Tri-Media Ads on Corporate Social Responsibility specifically on Environmental Sustainability (for every purchase of 36 oz. P1.00 will go to the SAVE the EARTH movement)

• IN-STORE MERCHANDISING

• Labeling the products to motivate the customer to buy Exotic Peanut Butter
• Large displays attract attention and boost sales.
• ¾ of the Shelves for the spreads will be occupied
• Displays on check-out counter

VI.  ACTION PLANNING

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