10 step marketing plan

10 STEP
Marketing Plan for
Gourmet’s Coffee

Cathleen Jem Caraig
March 2012

http://jemcaraig.blogspot.com 1

Disclaimer
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.
http://jemcaraig.blogspot.com

Steps 1 to 5
Summary headline of
Gourmet PTM and market
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 6 to 10
Summary headline of the
marketing mix & strategy
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

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 energy

2. Gourmet’s PTM’s NWD

Needs from Maslow‟s hierarchy
Wants determine choice
Demands for them to buy the product


Describe your PTM needs
Self-Actualization
Needs
(Self-Development
& Realization)

Esteem Needs
I am the boss. (Recognition, Statu
s)

Social Needs (sense of I want to look professional.
belonging, love)

Safety Needs (security, protection)

Physiological needs (food, water, shelter)

Reference: Maslow‟s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

7

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


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

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. Age
Size of bubbles= represent relative market shares
of the brands
2nd Map: Functional Benefit vs. Brands/ Variants


Competitive Position Map of
Gourmet coffee as of 2011
Price vs. Age Matrix

Price/ 0-13 yrs 14-24 yrs 25-49 yrs 50yrs up

Age
Matrix
High
Gourmet Gourmet Gourmet
price
BC BC BC
Low
Price Siete Siete Siete
Baracos Baracos Baracos


as of 2011
Gourmet benefit position vs brand
matrix
Benefit Positioning vs. Brand Matrix
Functional Benefit Gourmet Siete Baracos BC Coffee
Affordable
Availability
Mental Alertness
Stimulates Metabolism
Freshness
Organically grown products
Packaging, one-way valve


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 strategy


5. Gourmet’s Claimed Market
Share

Gourmet Farms Inc.

Number of
Competitors
2011 = 38 Gourmet's
25.00% 29.76%
2012 = 59
Competitors

35.59% New
increase 45.24% Competitors


5a. 2007 Gourmet Sales was P45
Million for coffee and teas

Source:
http://stella-
arnaldo.blogspot.
com/2008/05/go
urmet-farms-
expands-to-
cebu.html


5a. 2007 Gourmet Sales was P45
Million for coffee and teas

Source:
http://stella-
arnaldo.blogspot.co
m/2008/05/gourme
t-farms-expands-to-
cebu.html


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


6a. Gourmet Products

• Barako Blend
• Decafeinated
• Hazelnut
• Espresso
• Premium Blend
• Coffee Mountain Arabica


6a. Gourmet Products
 Supermarkets


6a. Show how product looks
vs. competition
Direct competitor
Indirect competitor

Gourmet Coffee in the Supermarket


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/

7. Gourmet Prices

BRANDS Unit Price Price Per Kilo % Difference

Gourmet‟s 162 648
(250g)

Siete Baracos 84 418 55.21%
(200g)

BC Coffee 165 550 17.72%
(300g)

*based on past company data of 2011


8a. Which of these modes
does your product use?

4

1

3
2


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
promotions

8a. Gourmet Promotions

 Flyers


8b. Competitor promo

Siete Baracos communicate:
 Through websites like http://loqal.ph and

http://shop.philippinecoffeecompany.com

Gourmet Farms Inc. stands out because it
has its own website
http://www.gourmet.com.ph


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


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


SUMMARY


Steps 1 to 5
Summary headline of
Gourmet PTM and market
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


10 STEP
Marketing Plan for
Gourmet’s Coffee

Cathleen Jem Caraig
March 2012


10 step marketing plan

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