Scribd Logo
Upload

Welcome to Scribd!

  • 184 views

    Iron Claw Strategic Plan

    Uploaded by

    Michelle Charlotte Bautista
    Roummel R. Tolentino aims to (1) significantly grow Philippine Foremost Milling Corp by becoming a major business contributor, (2) challenge the gamebird feeds industry as a serious market competitor, and (3) bring value to gamebird raisers through improved feeds that enhance their business and hobby. The document outlines strategies to achieve nationwide distribution of Iron Claw brand gamebird feeds and increase awareness, such as intensifying marketing campaigns and identifying new distributors, to reach sales targets.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Iron Claw Strategic Plan

    Uploaded by

    Michelle Charlotte Bautista
    184 views16 pages
    Roummel R. Tolentino aims to (1) significantly grow Philippine Foremost Milling Corp by becoming a major business contributor, (2) challenge the gamebird feeds industry as a serious market competitor, and (3) bring value to gamebird raisers through improved feeds that enhance their business and hobby. The document outlines strategies to achieve nationwide distribution of Iron Claw brand gamebird feeds and increase awareness, such as intensifying marketing campaigns and identifying new distributors, to reach sales targets.

    Original Description:

    Marketing plan for game fowl feeds

    Original Title

    Iron Claw Strategic plan

    Copyright

    © © All Rights Reserved

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Roummel R. Tolentino aims to (1) significantly grow Philippine Foremost Milling Corp by becoming a major business contributor, (2) challenge the gamebird feeds industry as a serious market competitor, and (3) bring value to gamebird raisers through improved feeds that enhance their business and hobby. The document outlines strategies to achieve nationwide distribution of Iron Claw brand gamebird feeds and increase awareness, such as intensifying marketing campaigns and identifying new distributors, to reach sales targets.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    184 views16 pages

    Iron Claw Strategic Plan

    Uploaded by

    Michelle Charlotte Bautista
    Roummel R. Tolentino aims to (1) significantly grow Philippine Foremost Milling Corp by becoming a major business contributor, (2) challenge the gamebird feeds industry as a serious market competitor, and (3) bring value to gamebird raisers through improved feeds that enhance their business and hobby. The document outlines strategies to achieve nationwide distribution of Iron Claw brand gamebird feeds and increase awareness, such as intensifying marketing campaigns and identifying new distributors, to reach sales targets.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    You are on page 1of 16

    Roummel R.

    Tolentino
     Become a major business contributor and
    significantly grow Philippine Foremost Milling
    Corp
     Be a serious market challenger in the gamebird
    feeds industry
     Bring value to gamebird raisers thus improving
    the way they do business/hobby
     Develop gamebird raisers’ manner of raising
    chickens by providing feeds that will excellently
    supply both the nutritional and sport
    requirements
    We offer premium-quality, innovative,
    effective and research-based gamebird
    feed products that will help improve its
    performance from breeding pen to cockpit

    Our products are available in all channels


    nationwide for every raiser to access and
    experience the benefits.

    Our products will make gamebird raising an


    even more rewarding venture and hobby.
    1. To make Iron Claw available in every
    poultry store nationwide
    2. To make gamebird raisers experience the
    benefits of Iron Claw and continually use it
    to supply the nutritional needs of their
    warriors;
    3. To sell at least 100,000 bags/month
    beginning Q1 of 2013
    Develop the Base Fund Future Growth Transform the Business
    • Distribution points • Build the Gamebird • Develop the
    • Channels of supply for Marketing and Sales gamebird feeds
    the backyard and organization business as a primary
    semi-commercial • Invest on advertising contributor of
    raisers and promotions to Philippine Foremost
    jumpstart sales of the Corp.
    • Farm accounts
    brand

    INTEGRITY - ENGAGED EMPLOYEES - SUPERIOR TALENT – HARD WORK


    *Estimated gamefowl population is 17M heads at any given time
     Quite Unique to the Phils, not much in other
    Asian countries. Died in US, a few in Mexico.
     Pastime? Hobby? Sports? Hope? Prestige?
    Business?
     High Priced. “Imported mentality”
     Innovative Customers. Always tries to
    experiment. Secretive.
     Local players are active. Multinational are
    cautious due to “animal rights issues”
     Growing!!! (3-5 % annually)
     Indicators of Growth
     New feeds & vet players (Ninja, Supremo, Vitarich, Batikan,
    IRON CLAW!)
     Increasing number of breeder associations throughout the country

     Commercial and backyard in size


     Media outlets (TV/Magazines)

     Wing banded stags, NFGB


     2004 60,000
     2005 80,000
     2006 115,000
     Breeders are selling more of trios than cocks or stags
     Market leader
     Aggressive tri-media campaign; merchandising
     Headcount

     Well-known endorser
     Tri-media campaign; merchandising
     Own TV program
    JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

    FIGHT SEASON
    COCK SEASON UNTIL MAY MOLTING STAG SEASON COCK

    BREEDING SEASON
    CHICKS REARING RANGING CORDING TESTING BREEDING
    Channels Distributor Retail Farms Backyard
    Warehousing/credit sales clerks Mass produce Influence peers
    RDS sell drugs Source or breeders Source of fighters
    Technical Services sells feeds Source of fighters  
    Capabilities Delivery van Delivery van Endorsers  
    sells feeds Influencers  
    sells drugs    
       
    Product Knowledge Merch mats Price sensitive Tri-Media
    Mktg Support PK Training In-farm equipment Prestige
    Needs Logistics Mgmt Seminar Technical support  
    Rebate Uniforms  
    Credit Term  
    Cockers within
    Comml Farm Gamebird raisers Cockers circle
    Market
    Retail Breeders  
    Cluster  
        Desired State Current State  

    Critical Success Factors Description Resources/Capabilities Resources/Capabilities GAPS


    Right products  Competent nutritionists Competent nutritionists Farm-testing
      Farm tested    
      Products to meet the needs of 
         
    the complicated and simple 
      backyard raisers      

    Marketing/Sales Org. Innovative Complete manpower Zero Complete manpower line-up


      Aggressive     Hire field force for Luzon 
      Capable      
    Availability SKUs according to season Presence in all channels not available in Luzon Get competent distributors
          Hire field force
    Riding on existing 
          hogs/poultry FF  

    Awareness Tap backyard and farm raisers Top of Mind some in Visayas/Mindanao Tri-Media campaign


          zero in Luzon Merchandising
            Gamefowl seminars
    Strategy Action Plan KRAs Responsibility Timetable
    Hire the following people
    Hire additional
    on or by July 2012: 1 Key
    manpower to maximize Sir Terrence/JRG/RRT July 2012
    Account Manager; 3 TSM
    coverage of target
    (North Luzon; Central
    customers by increasing
    Luzon; South Luzon) shortlist by June 2012
    manpower resources in
    2012

    Identify Distributors Shortlist from existing Final by July 2012 Sir Terrence/RRT July 2012


      Determine capabilities      
      Contracts/Rebates      
      Look for other distributors      
    TV Ad (Tagalog,
    Intensify Awareness
    Cebuano, IIonggo Break by September
    Campaign
    versions) 2012 September 2012
    Merchandising materials Available by September
    2012 September 2012
    Secure approvals from
    cockpits to Sir Terrence/JRG/RRT
    merchandise/ hold
    events September 2012
    Cockpit activities
    Tie-up with other
    divisions of La Filipina
    Group September 2012
    On-premise selling September 2012

    You might also like