Strategic marketing plan for 2018 of Pre Foods Tender Juicy Hotdog / Justine N. Cruz, Marian Alexei O. Enriquez, Ma. Krista V. Lebosada, Princess Icy G. Lumen, and Erika Reign Louisse B. Pangilinan. 6

Strategic Marketing Plan: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila 2017. 56

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EXECUTIVE SUMMARY: San Miguel Purefoods is affected by a wide variety of politically motivated tax laws and financial regulations. It can also be a big help to the economic growth of the Philippines because of its income hike whenever the company is experiencing high demand due to their products. In sociocultural terms, one of the norms of Filipinos are buying something that are trusted by the consumers and Purefoods is one of that. The brand Purefoods has been in existence in the Philippines for more than 50 years with an established reputation for taste, product quality, and food safety. We all know that Tender Juicy hotdogs make always make such good advertisements for the consumers. The technological development of San Miguel Pure Foods has given life to more efficient consumer electronic products are used to process food. San Miguel Pure Foods is currently the largest broiler integrator in the Philippines, it means that the company will continue to help our Agriculture and also, the company is subjected to a numerous laws because it is a large company that offers a wide range of products to the consumers. San Miguel Pure Foods integrates two outstanding food institutions, the San Miguel Food Group and Pure Foods Corporation, both have a rich history and a solid record of experience and expertise spanning nearly six decades of market leadership in the food industry. The industry structure of San Miguel Purefoods is composed of processed food, fresh food, fast food, and organic food. The Five Forces analysis of Pure Foods Tender Juicy (based on Porter's model) shows the strengths or intensities of external forces significant in the company's industry environment. The factors that contribute to these are also identified based on Pure Foods Tender Juicy's business context. When it comes to the market size of Tender Juicy Hotdog consumers, it shows that 50% are kids, 30& are millenials, and 20% are adults. The market segments of Tender Juicy Hotdog are from Generation X to Generation Z. San Miguel is the dominant player in the processed meats category with a market share of 61% for Hotdogs, making itself the top 1 choice of consumers for hotdogs other than its competitors. The competitors of Purefoods Tender Juicy Hotdog are CDO Bibbo, Swift Might Meat, Frabelle, and Mekeni Picnic Hotdog. The psychographic segmentation of Tender Juicy Hotdog is based on consumer's lifestyle, social standing, interests, and opinions. Purefoods Tender Juicy has always been kids favourite when it comes to hotdogs but hotdogs are not only for kids; the customers of Purefoods Tender Juicy Hotdogs can belong to no particular age group, proof that this is one food item that appeals to everyone. The mission of San Miguel Purefoods is to delight the customers with products and services of uncompromising quality, great taste and value, and are easily within their reach; their vision is to grow and multiply them for the good of everyone. As of now San Miguel Purefoods Company has 8 different kinds of Tender Juicy Hotdog and they are: Tender Juicy Hotdog Classic, Jumbo, Cocktails, King 6, Cheesedog, Chick'n Cheese, Chick'n Bacon, and Chick'n Chilli. The strength of Tender Juicy Hotdog is all about being ther #1 local hotdog chosen by consumers, and its weakness is about being less prioritized by health-conscious people. The people that make up the company of San Miguel Purefoods Tender Juicy are divided into 7 divisions: Research and Development, Purchasing, Production, Marketing, Services, Administration, and Finance Department. The processing and packaging of San Miguel Purefoods Tender Juicy Hotdog is an automated process to make the production more convenient and fast than the usual. We conducted a survey for 100 respondents for us to know the demographics and loyalty of our consumers to the brand. The reasons why they keep on purchasing Tender Juicy Hotdog is because of intergenerational effect, taste, and brand popularity. Even though the target market of Tender Juicy Hotdog are kids, the results of the survey showed that the millennials and adults whether what social class they are in, appreciated and chose Tender Juicy Hotdog among the other brands. Our long term objectives is to increase customer satisfaction, sustain the high quality food products, continuous product development, technological advancement, organizational efficiency and excellent customer service. Our marketing objective is to enhance product offering and distribution, focus on increasing stable-priced and value-added product offerings; continuous investment in brand equity; focus on efficiency improvements; continue harvesting synergies through further integration of the businesses; and; explore growth opportunities. Our financial objective is to increase the ratio of Sales rate to Promotion and Advertising rate by at least 2:1 ratio rate and with a double-digit growth rate of revenue for every quarter of the year; to decrease the variable costs associated with food production and food shipment; and to increase the profit company for at least 50% within the year in achieving and meeting the previous 2 financial objectives. Our product strategy is to add a new Tender Juicy Hotdog variant to the market, which is bacondog. Our price strategy is to maintain the other prices and make the price of bacondog higher than the other variants. Our place strategy is to expand our distribution and to build a Purefoods Shop which caters all the Purefoods product. Our promotional strategy is to have our mascot, Mr. TJ, visit 50 schools around Luzon, Visayas, and Mindano to give free hotdogs; and; to have our own Tender Juicy Hotdog Food Truck which will roam around Metro Manila to sell hotdogs. All our marketing strategies including our television and print ads cost us Php8,234.00.

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