Date post: | 15-Jan-2017 |
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AYU PRODUCT LINE – TOPLINE MARKETING PLAN (PHILIPPINE MARKET)iSales Strategy Inc.
Market Summary $15 Billion Alcohol Beverage
Market 100 Million Population Rising Middle Class $50 Million E-Commerce Business One of the Highest GDP
Performance in the Region Expanding Consumer Spending Higher Net Income for Working
Population Growing Entertainment and
Hospitality Sector
Market Potential $15 Billion Alcohol
Beverage Market 0.5% of Total Alcoholic
Beverage Market 20% of Premium Alcohol
Market $75 Million Annual Business
(Potential Business in the Philippines)
Product Definition Premium Liquor Category Sales is
growing by double digits Mass Base Liquor still controls 80% of
the market Age group of 18 to 35 years old compose
75% of the Premium Liquor Buyers Core Line: Vodka, Brandy, Spirits and
Wines
Competition Diageo, Bacardi and other global brands
brought in by International Traders for distribution in the local market
Some local manufacturers positioning some of their SKU line up for the premium category
Positioning Based on the brand positioning plan of
Ayu, the designed product segmentation will be followed
Core Focus will be given to the mass market Vodka Lines
Premium lines though is targeted to own and compete at a designated niche
AYU BRAND PORTFOLIO PRICE SEGMENTATION (VODKA)
DISCOUNT
SEGMENT
LOW SEGMENT MID - SEGMENT HIGH SEGMENT
AYU BRAND PORTFOLIO PRICE SEGMENTATION (BRANDY)
LOW SEGMENT MID - SEGMENT HIGH SEGMENT
Core Sales Strategy Route to Market Model -
DISTRIBUTORSHIPS Channel Development (Modern Trade &
HORECA Channel) Online Sales Development (E-Commerce
Portal/Marketplace) We can look for distributors or we can be the distributors ourselves given that we have our own sales organization
We have strategic relationships with Key Trade Channels in the Philippines & ASEAN
We can also pipeline this to our E-Commerce Marketplace. We are currently building a WINE & ALCOHOLIC Beverage Marketplace that sells different brands across different markets that can also connect/link to other online group buying sites around the world.
Marketing Strategy Integrated Digital Marketing
Social Media Group Buying Sites
Launch Strategies Launch plan – Looking at 1st Quarter of
2015 Pipeline to different trade channels in
the Philippines both online and offline Looking for strategic distributor partners
or internal capitalization for our own distributorship business
Other Potential Partnerships JV for Philippine Market Development
(We are very open) – iSales Strategy Inc. (Sales & Marketing), Ayu (Inventory & Stocks)
Schedule – Next Steps 1st Quarter of 2016 Need help on the product samples Alignment