2. 5 Steps for Part 1(PTM and Positioning) Century tuna PTM are hard-working, image-conscious, casual health buffs Who want to feel and look good Can choose topical and oral skin care products and other canned tuna Gap is all other brands focus on either skin care or a healthy body The market size is not available.
3. 5 Steps for Part 2(PTM and Positioning) Century tuna is a skin care product you can eat Is 20% premium Uses TV, celebrity endorsers, fun-runs (events), and fitness centers Is distributed in key areas Uses a niche approach to win
5. 1. Primary Target Market Demographics(20-40, M<F, socio-economic class AB and some C, living in urban areas) Lifestyle (busy, hard-working, higher educational status, casual health buff) Behavior (non-athletic, image-conscious)
6. 2. My PTM’s NWE Needs from Maslow’s hierarchy Wants determine choice Expectations from the product
7. 2. My PTM’s NWE I achieve self-actualization when I look, feel, and am healthy I want to be beautiful and inside and outside I want to love the body I am in and have people notice it I want to eat and not feel guilty I need to eat healthful food
8. 2. My PTM’s NWE Hard-working adults need to be appreciated, self esteem, self-actualization They choose century tuna over other skin care products because of skin care promises, nutrition, healthy body They expect to be beautiful inside and outside
12. 4. Gap between customers and competition Century tuna is the only brand That provides a healthy body and good skin That keeps the skin young and fresh looking For hard-working, image-conscious, casual health buffs Who want to feel beautiful inside and outside No other brand has a similar position Others focus on either skin care or a healthy body
19. 6b. Product Description Canned tuna Has a very high level of Omega-3 Which reduces the body’s production of inflammatory compounds Prevents collagen breakdown keeps the skin young and fresh-looking Healthy addition to the diet
20. 7. Prices Century tuna plain (180g) P25.75 Century tuna Adobo (180g) P21.70 Century tuna hot & spicy (180g)P25.75 Century tuna (100g) P16.20 20% premium compared to facial toners (no. of products consumed/week) 10% premium compared to other tuna products
21. 8a. Promo Promote through TV and print-ads Get celebrity endorsers Sponsor fun runs and fitness activities Set-up kiosks in fitness centers Offer discounts, give free samples, and recipe booklets
23. 9. Place Supermarkets, sari-sari stores, convenience outlets, fitness centers Key areas (urban areas) Pick-up by customers Cash and credit transaction
24. 10. Winning Generic Strategy Century Tuna’s main strategy is to dominate a new market segment of hard-working, busy hard-working adults who want to be beautiful inside and outside.
26. 5 Steps for Part 1(PTM and Positioning) Century tuna PTM are hard-working, image-conscious, casual health buffs Who want to feel and look good Can choose topical and oral skin care products and other canned tuna Gap is all other brands focus on either skin care or a healthy body The market size is not available.
27. 5 Steps for Part 2(PTM and Positioning) Century tuna is a skin care product in the form of a healthy food item Is 20% premium Uses TV, celebrity endorsers, fun-runs (events), and fitness centers Is distributed in key areas Uses a niche approach to win
