Group 2

MARKETING
PLAN
Presentation
 Our Team

Larra Jane Babael Richard Cruz Ma. Eleonora Christine Respicio

Privado

Armelyn Rollon Jorsneal San Juan Dana Charisse Kenneth Vertudazo

Talao
 Del Monte Philippines Inc.

Del Monte Philippines is a branded food and beverage company offering premium
health products. Like any other company, Del Monte ran into challenges in the market.
Aside from that, Del Monte has set 2030 objectives which include implementing various
practices, reducing food waste sent to landfills by 50%, and reducing the use of virgin
plastic in packaging by 25%. The company team decided to create a new product with
additional nutritional value to attract more customers. The team also created eye-
catching and aesthetic advertisements that match our new packaging and a Christmas
theme. Furthermore, the team uses budgeting and sales analysis to oversee the
marketing plan process.
 Del Monte Products

Del Monte offers a wide variety of cooking products for culinary purposes. This
includes ketchup & sauces, vinegar, macaroni & spaghetti pasta and quick 'n easy
mixes. These products are designed to enhance the cooking of meals using Del
Monte's savory and rich sauce sand condiments.

Del Monte's potato crisp biscuits were introduced on February 22nd, 2021. Potato
crisp biscuits are made with real potatoes and lightly seasoned with spices. Del
Monte 100% Juices come in various flavors, including pineapple, blueberry, four
seasons, mango, and orange.
 What to Expect?

Expectations Main points

Market Share Methods used in setting product prices to increase

Competitive analysis sales and market share

SWOT Determine the competitors of Del Monte

Marketing Strategies Determine where the company is falling short and

Budgets and Financial

how to fix it.

Projections Determine how and where products are sold and the
company's broader sales strategy and goals (4Ps).
Determine the company's budget and the expected
increase in sales.
 Market Share
Del Monte's major market is Philippines accounting for 56% of the sales,

with the other 43% coming from other countries and other markets.
Del Monte also controls the 63.51% of the market share within its

competitors globally.
Others Mission Produce Inc.
8% 15%

Limoneira Company
2.6%

International Market Calavo Growers Inc

36% 17.6%
Philippines
56%
Fresh Del Monte Produce Inc
63.5%
Alico Inc.
1.4%

Graph 2. Market Share Relative to its

Graph 1. 2021 Sales by Geography
Competitors, As of Q3 2022
 Competitive Analysis
Competitors

White King Ideal Macaroni & Spaghetti Factory Inc.

Features Features
Made from high-grade imported SATsemolina
Made from durum wheat SUN
wheat. Thinner than most pastas in the
Quality is good and affordable. market.
Claims to be firm within the Cooking time for this type of pasta
cooking time of 8 minutes. is said to be 6 minutes.

Price Price
P40 for 400 grams P74 for 450 grams
 Competitive Analysis
Competitors

La Filipina

Features
SAT SUN
Made from high-grade wheat semolina.
Guarantees endless delicious pastabilities for every meal.

Has rich golden amber color, silky smooth texture.

Price
P82 for 900 grams
 Competitive Analysis
The competitors of Del Monte primarily use social media marketing as one
of their marketing strategies to grab the attention of the consumers since
most of the people are now using social media.

SAT SUN
However, not only does Del Monte they use social media marketing but also
they put in the effort to make well-made advertisements that helps the
brand to have exposure.

Marketing mix of Del Monte:

- more on the innovation side
(development of a new product with additional nutritional value)
- it is very affordable
(only costing 60 pesos for 400 grams)
 SWOT Analysis

Strengths Weaknesses

• An internationally renowned brand

• Hasn't been able to fully enter the
• High percentage of loyal customers emerging markets comparedSAT SUN
to other leaders
• Excellent distribution network

• Competent suppliers • Insufficient success outside of the

core business
• Strong dealer network
• Limited product selection compared
• Highly qualified workforce to some other top firms

• Effective marketing and advertising • High rate of employee turnover

techniques

• Market dominance in the majority of • Days inventory are higher than

its operating segments competitiors'
 SWOT Analysis
Opportunities
• Aggressively sell and advertise
themselves
• Bring in fresh items
• New consumer trends may create
new market opportunities
• Growth in underdeveloped markets
Threats
SAT pricesSUN
• An increase in raw material
• High-stakes competition
• Counterfeit and substandard
product quality
• Increased pay rate
• Modern technology created by
the competitor
 Distribution Channels

Del Monte produces its goods with the help of farmers and other growers who
cultivate and collect its fresh products. After production, they utilize a network of
ships and trucks and transport their goods quickly and efficiently to various
merchandising businesses. They transport their products to;

Wholesalers such as SM Supermarket, Robinson's supermarket, and Puregold,

which buy large quantities of products to sell to retailers;

Retail stores like 7-Eleven, FamilyMart, or any convenience store that sell products
directly to consumers.
 Marketing Strategies

Product Strategy
Develop a new product with additional nutritional value to the pasta to attract
more customers.

SAT valueSUN
Dedicated to vegetarians as this product contains nutritional found in
vegetables, such as vitamins b, c, and potassium.

Price Strategy
Sell the new Del Monte Spaghetti Pasta in a bundle with Del Monte Spaghetti
Carbonara Sauce for P135.

Consumers can also buy the Vegetarian Style separately in different sizes. They can
buy 175g for P30, 400g for P60, 900g for P110, and P120 for 1kg.
 Marketing Strategies
Place Strategy
Offer the product on various shopping websites and applications like Lazada and
Shopee.

Display the product in a supermarket rack.

SUN
Promotion Strategy
Collaboration with social media influencers to inform and raise awareness to
consumers about the product.

Packaging Strategy
Changed the packaging that matches the new proposed product.
Add farmers behind the product's success to showcase their contributions.
Changed the packaging from spaghetti to carbonara to attract carbonara
aficionados.
 Sales Objectives
1. Product Development
Launch a new product with additional nutritional value added to the
ingredients of the product.
Objective: To increase and attract new customers

SAT SUN
2. Price Bundling
Release a product bundle containing the new proposed packaging.
Objective: To engage more buyers and sales

3. Market Development
Make it accessible to consumers by utilizing supermarket display racks.
Objective: To reach a broader target market, increase sales and boosts the
company’s brand
 Sales Objectives

4. Intensive Promotion
Conduct intensive promotion through collaboration with social media
influencers.
SAT SUN
Objective: To increase the awareness of the target consumers and persuade them
to purchase.

5. New Packaging
Changing the packaging that matches our new proposed product
Objective: To increase sales by utilizing the packaging's aesthetic to persuade
consumers to purchase
 Budgets

Activity Budget
Launching of a New Product ₱ 1,849,000
SAT SUN
Distribution of Product Bundle ₱ 495,000

Expansion of Del Monte products

₱ 294,000
across the country
Collaboration with Social Media
₱ 200,000
Influencers

New Packaging ₱ 546,000

TOTAL ₱ 3,384,000
 Projected Income
Del Monte sales is expected to increase by 19.45%
2020 2021 2022
Revenues
Sales ₱ 105,565,812.8 ₱ 106,556,672.4 ₱ 127,292,374.1
Less: Cost SAT SUN
Cost of Sales ₱ 83,138,825.6 ₱ 79,164,375.39 ₱ 93,450,966.15
Gross Profit ₱ 22,426,987.2 ₱ 27,392,297.01 ₱ 33,841,407.95
Less: Operating Cost
Advertising Expense - - ₱ 3,384,000
Distribution and selling expenses ₱ 10,585,334.4 ₱ 9,874,545.59 ₱ 12,054,721.3
General and administrative expenses ₱ 5,952,496 ₱ 7,097,491.31 ₱ 7,028,052.85
Other expenses (add:income) - net ₱ 3,350,331.2 Add: ₱ 17,589.39 ₱ 231,422.3
Total Operating Expense ₱ 19,888,161.6 ₱ 16,954,447.51 ₱ 22,698,196.45
Net Income ₱ 2,538,825.6 ₱ 10,437,843.5 ₱ 11,143,211.5