Lucky Me Marketing Plan by Sam Acosta

10 STEP
Marketing Plan for Lucky Me!

Sam Acosta
November 2012

ph.linkedin.com/in/rosamaeacosta 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.
ph.linkedin.com/in/rosamaeacosta

Steps 1 to 5
Embracing care and good
health to the general public…
1. Lucky Me! PTM is the general public
2. Who wants convenience and assurance
for care and good health
3. Can choose Payless & Maggi
4. Gap is all other brands are more known for
the nutrient contents of their product
(catering to children) & for its affordable
price
5. The market share is 86.1%.
Lucky Me! Niche is 59%


Steps 6 to 10

Summary headline of the
marketing mix & strategy
6. Lucky Me! is an instant noodle with wide
assortment of flavours in wet, dry and cup
noodles
7. Is priced 15% more than Payless and 8%
more than Maggi
8. Utilizes TV, advocacies, events and
experiences
9. Is distributed nationwide
10. Uses differentiation approach to win


1. Lucky Me! Primary target
market is the general public
 4 – 50 years old, social classes AB, C, D & E,
from kids to teens to elders (regardless of
marital status)
 Varies from working professionals to full time
mothers, health-conscious people, to kids who
wants to enjoy eating conveniently together with
their friends and loved ones
 Eaten once a day during snack or meal times
and can be shared with the group, which
satisfies ones appetite depending on the
desired flavour, worry free from artificial
preservatives

PTM needs to obtain good health
and be with their loved ones

I want to share my moments
with my loved ones

I want to be
full & healthy

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

6

2. The general public have their
own needs, wants, & demands

The general public basically needs to obtain good health
through healthy foods and sense of belongingness by
being spending time with their loved lones

The general public prefers Lucky Me! Over the other instant noodle
brands because of flavour variety, flavorful, claim of no
artificial preservatives added (NAPA) , fortified with
essential micronutrients, credibility, support to
advocacy (National Famealy Day), certified by DOH with
Sangkap Pinoy seal

The general public demand
Obtain good health, convenience and easy cooking , value-
for-money, flavorful that suits their appetite


3a. Lucky Me! Has a wide
competitive landscape
 Direct: Payless, Maggi, Nissin, Quickchow

 Indirect: ready-to-eat/pre-cooked pasta/
noodles in groceries and convenient stores

 Variables: Price, age, lifestyle, packaging,
availability, convenience of use , value-for-
money, location, flavour desire
(appetite), claim of no articifial
preservatives added (NAPA)


Lucky Me! maintains a dominant
position in the noodle industry
as of 2010
Price vs. Content Matrix
Natural Vegetable Meat
Price/ Preservative Variants Variants
Asian
Flavors
Age Content

Matrix
High Lucky Me
Lucky Me Malunggay Lucky Me Lucky Me
Instant N-Rich Instant Instant
price noodles
Quickchow
Veggie Plus noodles noodles

Maggi Maggi

Mami
w/ Maggi
Low Malunggay
Mami
Payless
Price Payless Payless
Mami
Mami Mami

as of 2011
Lucky Me! marking a difference in
the noodles industry
Benefit Positioning vs. Brand Matrix
Quickcho
Functional Benefits Lucky Me Maggi Payless w

less susceptible to cancer (NAPA)

promotes good health

flavorful

easy to prepare

suits to wide range of taste/appetite
quality assured (through membership to
international organization

preferred by children

saves money

Lucky Me! Still needs to work further on cost
reduction

as of 2011
Lucky Me’s differentiating factor
is the NAPA claim
Benefit Positioning vs. Brand Matrix
Quickcho
Functional Benefits Lucky Me Maggi Payless w

less susceptible to cancer (NAPA)

promotes good health

flavorful

easy to prepare

suits to wide range of taste/appetite
quality assured (through membership to
international organization

preferred by children

saves money

Lucky Me! Still needs to work further on cost
reduction

4. Lucky Me! holds a dominant
position in the industry…
Lucky Me! is the only instant noodles that:
 claims with No Artificial Preservatives Added (NAPA)

 has a wide variety of flavorful flavours

 caters to the appetite of a wide range of consumers
from kids to elders

The customer’s preference of buying more affordable
products is not satisfied

Lucky Me! can be repositioned by adding in its brand
image that it also promotes healthy and fit body
through its low fat products.


4. “Positioning”: brand
identity from the maker

Brand Identity from the maker:

Logo visually sends the signal that the brand truly cares
for its customers. The circle gives the feeling of a
warm embrace from a good friend. The waft connotes
the pleasant aroma and freshness of the meal ahead.
(source: Monde Nissin website)


5. In 2009, noodle market
constitutes 86.1%
In 2010, Lucky Me! claims an overall value share of 59%
 the first player to introduce product types such as pancit
canton and Asian flavoured noodle soups in the
Philippines
 it continues to invest heavily in research and development.

Other prominent noodles players in 2010 included Universal
Robina Corp, Nissin-Universal Robina Corp, Zest-O Corp,
SM Investments Corp and Nestlé Philippines Inc.

(source: http://www.euromonitor.com/noodles-in-the-
philippines/report)


6a. Lucky Me! has the same
packaging as Maggi and Payless


6b. What marks the difference
between Lucky Me! And its
competitors

 Only instant noodle claiming that has
No Artificial Preservatives Added
(NAPA)
 Certified with Sangkap Pinoy Seal
 Member of the World Instant Noodles
Association


6b. Lucky Me! Is the only instant noodle that
offers a wide variety of products for a wide
variety of consumers…

Instant Noodles unique items: chicken &
egg, native chicken, spicy hot beef,
sparibs, pork ribs
Specialty Noodles: sotanghon lite, lomi,
sopas, jjampong, kari, po-ku
Specialty Dry Noodles: pancit bihon, curly
spaghetti, pancit palabok, baked mac,
chow mien, etc.


7. Price difference among
major noodles brands…
 Instant Noodles – Chicken Flavor
Size Cost (Php) Price Difference
Lucky Me 55g 6.50
Maggi 55g 6.00 8%
Payless 55g 5.65 15%

 Instant Noodles – Beef Flavor
Lucky Me – 55g @ Php 6.75

8a. Lucky Me! uses TV ads, family
events and experiences..

1

4
2

3


8a. Competitive offering to a
the wide range consumers
 Given that Lucky Me! caters to the general
public, it developed TVs specific to each
age bracket.
 For Kids:

http://www.youtube.com/watch?
v=0UtZuq8pKg4&feature=relmfu


 For teens/friends:

http://www.youtube.com/watch?v=maR6CQ7E6LE
 For Elders:

 http://www.youtube.com/watch?
v=NXacfp6HsBc&feature=related


 For Mothers:

http://www.youtube.com/watch?v=W_vFLty_O1U
 For Family:

http://www.youtube.com/watch?v=CBo0LqCjGMY


8a. Lucky Me! also got the
country’s leading celebrities…
 Sharon Cuneta:

http://www.youtube.com/watch?v=AbmMHcHY0ok
 Edu and Luis Manzano

http://www.youtube.com/watch?v=GK4_JGotLAA


8a. Lucky Me! also got the
country’s leading celebrities…
 Sarah Geronimo & John Lloyd Cruz:

http://www.youtube.com/watch?v=pgMAkuzSaWk


8a. Lucky Me’s
institutionalized advocacy
 In 2007, “Kainang Pamilya Mahalaga”
advocacy was launched, which promotes frequent
family meals together as a simple yet effective way to
raise happy, healthy & successful children

 Became institutionalized Presidential Decree
declaring the 4th Monday of September as
Salu-salo ng Pamilya Mahalaga Day which is
in conjunction to the celebration of Lucky Me!'s
National Famealy Day


8a. Lucky Me’s
institutionalized advocacy

http://www.youtube.com/watch?v=d0930S5sSFw



8b. Payless focused on
children…

http://www.youtube.com/watch?
v=opYibJbnjK0&feature=related


8b. Lucky Me’s dominance
 Since 2010, Lucky Me! was the clear leader in both the
cups/bowl instant noodles and pouch instant noodles
categories.
 Its dominance also reflected its superior capacity for
innovation.
 First player to introduce product types such as pancit canton
and Asian flavoured noodle soups in the Philippines.
 Sustained investment in high profile marketing campaigns
that feature local celebrities
(source: http://www.euromonitor.com/noodles-in-the-
philippines/report)


9. Lucky Me! is distributed
nationwide through Monde Nissin
facilities…
 Supermarkets, sari-sari stores,
convenience outlets, drugstores
 Nationwide

 Pick-up by customers

 Cash and credit transaction


10. Lucky Me! is a leader in
differentiating the noodles
industry
 Lucky Me’s core strategy is product
differentiation – it provides quality products
with flavorful varieties, that only Lucky Me!
could offer
 It benefits from the supply and distribution
leverage of Monde Nissin as it has 2 plants in
the country
 Has a quality, fortified & affordable products
distributed nationwide

Steps 6 to 10

Summary headline of the
marketing mix & strategy
6. Lucky Me! is an instant noodle with wide
assortment of flavours in wet, dry and cup
noodles
7. Is priced 15% more than Payless and 8%
more than Maggi
8. Utilizes TV, advocacies, events and
experiences
9. Is distributed nationwide
10. Uses differentiation approach to win

10 STEP
Marketing Plan for Lucky Me!

Sam Acosta
November 2012

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Lucky Me Marketing Plan by Sam Acosta

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