Marketing Decision Making_Instant Noodles
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Transcript of Marketing Decision Making_Instant Noodles
BY BIG MAMA
THAI PRESIDENT FOODS THAI PRESIDENT FOODS PUBLIC COMPANY LIMITEDPUBLIC COMPANY LIMITED
MKT 4829 MARKETING DECISION MAKINGSECTION 403
MARKET ANALYSISMARKET ANALYSIS
Market potential = n x q x p = 51,841,675 x 42 x 10 = 21,773,503,500 baht21,773,503,500 baht
Market PotentialMarket Potential
N= 51,841,675 people Q= 42 packs/person/year P= 10 baht
Market size = 12 billion baht
Market penetration = (Market Demand/Market Potential) x100= 12/21.7 (billion baht) = 0.553 or 55.30%
Market share = 53%Company demand = Market demand x Market share = 6.36 billion baht
Market penetration = Market Demand/Market Potential = 12/21.7 = 55.30%Brand penetration = Company Demand/Market Potential = 6.3/21.7 = 29.03%Penetration share = Brand Penetration/Market Penetration = 29.03/55.3 = 52.50%
Market Penetration PercentageMarket Penetration Percentage
0
5000
10000
15000
20000
25000
Market potential
Market demand
Company demand
Market ChartMarket Chart
SALES ANALYSISSALES ANALYSIS
Trend ProjectionTrend Projection
Total =5812.25662 MB
The best method selectedThe best method selected
Monthly Sales ForecastMonthly Sales Forecast
BDI AND CDIBDI AND CDI
Problem Area
Opportunity Area
PRODUCT ANALYSISPRODUCT ANALYSIS
ProductsProducts
Positioning MapPositioning Map
PRICE STRATEGIESPRICE STRATEGIES
Cost and Price StructureCost and Price Structure
SKUSKU
Price PremiumPrice Premium
CHANNEL STRATEGIESCHANNEL STRATEGIES
Hybrid ChannelHybrid Channel
SALES FORCE SALES FORCE ANALYSISANALYSIS
Total = 17 People Total = 17 People
Key Account ManagerKey Account Manager
7 1 6 3
Number of Sales force needed:Bangkok 107 Central 213 North 213 Northeast 64 South 89 Total 682 people
Sales ForceSales Force
Commission 1% on sales up to 1,000,000 Baht 1.5% commission on sales beyond that point
Salary of Key account: 22,000 BahtSalary of Sales person: 15,000 Baht Total Salary = (15,000 x 682) + (22,000 x 17) = 10,230,000 + 374,000
= 10,604,000 Baht Total commissions = 15,176 x 682
= 10,350, 032 Baht
So Total Salary and commission = 20,954,032 Baht
CommissionCommission
PRMOTION STRATEGIESPRMOTION STRATEGIES
R = 80%Frequency = 5GRPs = 80 x 5 = 400
Detail of ReachDetail of Reach
Advertising GridAdvertising Grid
3,600 x 5,000 baht per GRP
*in thousand baht
Promotion GridPromotion Grid
PROFIT AND LOSS ANALYSISPROFIT AND LOSS ANALYSIS
Project Sales and Project Sales and Income Statement 2012Income Statement 2012
Profit and Loss analysisProfit and Loss analysis
……Q&A…Q&A…