MAMA Marketing Plan

1. MARKETING PLAN
“ MAMA O
A A OMEGA PLUS ”
GA LUS

2. WHY MAMA OMEGA PLUS?

3. Consumer Research
From Secondary Data
5
10 อันดับบะหมี่กึ่งสําเร็จรูปที่นาเชื่อถือที่สุด 2007 2008
รอยละ
100 78.9
78 9
80
60
29.9
40 21.6 18.7 14.8
20 7.6 4.9 3.1 1.3
13
0
มามา
มามา ไวไว ยายา
ยํายํา ควก
ควิก นชชน
นิชชิน
- จากนิตยสาร BrandAge เดือนมกราคม 2551

4. Consumer Research
We do the consumer research to find
the consumer insight.
Sampling Size = 250
Location : Bangkok & Suburb.

5. Consumer Research
40 Consumers want more nutrient
nutrient.
35 35%
28%
30
25%
25
20
15 11%
10
5 1%
0
รสชาติ ความสะดวก ระยะเวลา สารอาหาร อื่นๆ
- จากการทํา Research กลุมตัวอยาง 250 คน

6. WE GET “CONSUMER INSIGHT”
I WANT TO EAT MAMA
I HAVE TO EAT MAMA BUT
BUT I FEEL MAMA HAS LESS
I WANT TO GET MORE
BENEFIT FOR ME.
NUTRIENT.

7. We proudly present…
“MAMA OMEGA PLUS”

8. WHY THEY BUY MAMA OMEGA PLUS?
Add More Nutrient in MAMA.
Health Conscious Trend.

9. CONSUMER ANALYSIS
MASLOW’S HIERARCHY OF NEEDS
MAMA Omega Plus fulfills
Physiological & Safety
needs.

10. MARKET ANALYSIS
2007 I t t Noodle market Share
Instant N dl k t Sh
Other
2%
21%
52%
25%

11. COMPETITOR ANALYSIS
Strengths
St th
- Consumers perceive that
Waiwai is ready to eat.
- Short time cooking procedures.
Weaknesses
- N 2 Sh
No.2 Share of mind.
f i d
- Less variety of product line.

12. COMPETITOR ANALYSIS
Strengths
- Smooth and mellow Noodles.
- Jumbo pack.
Weaknesses
- No.3 Share of mind.

13. SWOT ANALYSIS
Strengths Weaknesses
NO 1. Share of Mind. Higher cost than normal
Variety of product lines. instant noodle.
First Omega Added in
instant Noodle.
Opportunities Threats
Health C
H lth Conscious t
i trend.
d Consumers may not
C t
Economic Crisis. aware the benefit of
Omega 3 in instant
noodle .

14. OBJECTIVES
Increase Sales
15 % Sales growth in total category
within 1 year
year.
Increase Market Share
from 52% to 60% within 1 year.
Extend product lines of MAMA.

15. TARGET MARKET
Our target is consumers who have
personality traits as follows :
Innovativeness
Variety – Novelty Seeking
Health Conscious

16. POSITIONING
“High Nutrient Instant Noodle”
High Noodle
มามาโอเมกาพลัส อรอยงาย ไดประโยชน

17. POSITIONING
Positioning map
g p
Nutrient
Taste

18. Intensive Growth strategy
Current P d t
C t Product New Product
N P d t
Market-penetration Product-development
Current
strategy strategy
Market
New Market-development
Market development Diversification
Market strategy strategy

19. Brand development strategy
Product category
Existing
E i ti New
N
Line extension Brand extension
Existing
strategy strategy
Brand
Multi brands New brands
New
strategy strategy
Brand

20. PRODUCT STRATEGIES
Add more nutrient (Omega 3)
in instant noodle.
Visual Identity
Logo & Package

21. PRICE STRATEGIES
Same price as normal noodle.
S i l dl
Pricing Based on Perceived Price strategy
strategy.
Product line Pricing Strategy.
Size Price (฿)
( )
Pack 6
Big Pack 8
Cup 14

22. CHANNEL STRATEGIES
Relationship marketing
p g
First 3 months only list in to get their support.
Create noodle vending machines
machines.

23. CHANNEL STRATEGIES
Co-partner with CP in distribution channel.
List in Modern Trades.

24. IMC STRATEGIES
Advertising
Magazine

25. IMC STRATEGIES
Advertising
Billboard

26. IMC STRATEGIES
Advertising
Billboard

27. IMC STRATEGIES
Advertising
Billboard

28. IMC STRATEGIES
Advertising
Billboard

29. IMC STRATEGIES
Advertising
Radio (Sonic Identity)
“ มามาโอเมกาพลัส อรอยงาย ไดประโยชน ”
มามาโอเมกาพลส อรอยงาย ไดประโยชน

30. IMC STRATEGIES
Sales Promotion
Co-Partner with
Every 100 ฿ spending at 7-11, get free 1 MAMA OMEGA plus
Buy 10 packs or triple cups
get free 1 MAMA Omega plus pack.
Trial Samples (Mini Cup)

31. IMC STRATEGIES
Public Relation
Booth and Road show
Brand Ambassador

32. BUDGET
BRAND
AMBASSADOR TVC
BOOTH OR 15% 23%
ROADSHOW
25% Magazine
3%
TRIAL SAMPLE
(MINI CUP)
2%
Billboard
Buy 10 23%
packs get Radio
free 1 cup Co-Partner with
1%
7-11
5%

33. Supported by
Onion Head
Siriporn Pongvinyoo
mrkokung@hotmail.com