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Purefoods TJ Hotdog USP
- 1. PUREFOODS TENDER JUICY HOTDOG: Unique Selling Proposition and its Competitors MARKMA V83/ GROUP 2 NINA ZYRIL LIM/ FLORABEL MAQUIRAYA-MCPHEE/ MARY JANE OLIDAN/ JOCILLE BASCONES
- 2. OUTLINE OF LEARNING OBJECTIVES: Purefoods Tender Juicy Hotdog: Kids Can Tell 1. The Brand Background 2. Unique Selling Proposition 3. Primary Target Market (PROFILE, PTM'S PAIN & NWD) 4. USP of 2 Main Competitors 5. USP Changes of the Brand 6. Market Changes for the Last 12 Months 7. Recommendations for the Company to Remain Competitive
- 3. COMPANY/BRAND BACKGROUND • TJ Hotdog is operated by Pure Foods • Pure Foods was incorporated in 1956 • It is a manufacturer of processed meats • It was formerly owned by Ayala Corporation • San Miguel Corporation acquired Pure Foods • Renamed as San Miguel Pure Foods Company
- 4. UNIQUE SELLING PROPOSITION "KIDS CAN TELL" #TenderJucified #KidsCanTell -Kids can tell by its tenderness, juiciness and taste
- 5. PRIMARY TARGET MARKET • Kids -Demographic: 3 to 12 years old; Class A,B & C -Lifestyle: Active kids from upper and middle class -Behavior: Fun-loving and family-oriented
- 7. PRIMARY TARGET MARKET'S PAIN • Kids easily get distracted when eating • Wants tasty food but needs nutritious food • They only eat the food they like
- 8. PTM'S NEEDS, WANTS & DEMAND • Needs: Kids need to be fed for nourishment • Wants: Kids want attractive and tasty food • Demands: Kids demand meaty and juicy texture
- 9. COMPETITOR #1: CDO BIBBO HOTDOG
- 11. COMPETITOR #1: CDO Bibbo Hotdog USP: Tested by moms, loved by kids • Focuses on mother-child bonding • Focuses on their cheesy hotdogs PRIMARY TARGET MARKET: • Kids ages 3-12 years old • Class B & C
- 12. COMPETITOR #2 SWIFT MIGHTY MEATY HOTDOG
- 14. COMPETITOR #2: Swift Mighty Meaty Hotdog USP: "Masarap Maging Mighty" -the meatier, the stronger you will get PRIMARY TARGET MARKET: • Kids ages 3-12 years old • Class A & B
- 15. 2X2 MATRIX: PRICE VS. CONSUMER CLASSES PRICE/ CLASS MATRIX CLASS A CLASS B CLASS C HIGH PRICE LOW PRICE PUREFOODS TENDER JUICY HOTDOG SWIFT MIGHTY MEATY HOTDOG CDO BIBBO HOTDOG
- 16. FUNCTIONAL BENEFITS FUNCTIONS TENDER JUICY HOTDOG CDO BIBBO HOTDOG SWIFT HOTDOG Low Price Tasty Meaty Loved by Kids More Nutrients Texture Juicy Customer Loyalty
- 17. WAS THERE ANY CHANGES IN THE USP FOR THE LAST 3 YEARS? • "Kids Can Tell" remained as the USP • They added a hash-tag: #TenderJucified • It became a famous line in households • Filipino's perception: it's the #1 hotdog
- 18. PUREFOODS NICHE MARKET ADVANTAGE • "KIDS CAN TELL'' became famous household line • Pure foods TJ gained customers' loyalty for years • Pure foods offer higher price but better quality • Distinct taste through its juiciness and tenderness
- 19. MARKET CHANGES IN THE LAST 12 MONTHS • People go to supermarkets less frequently • Consumers do bulk buying in doing groceries • Larger orders of shelf stable food items • Companies entered online platforms in selling products • Consumers prioritize needs than wants
- 20. RECOMMENDATIONS FOR THE COMPANY TO REMAIN COMPETITIVE • Enhance digital presence • Focus on bigger packaging • Enhance food safety measures in production • Fast delivery of online order • Continue CSR efforts to strengthen market presence
- 21. SUMMARY/CONCLUSION 1. Pure foods Tender Juicy’s Primary target are kids between 3-12 years old 2. Who demand the meaty and juicy textured hotdogs 3. Can choose among CDO Bibbo Hotdog and Swift Mighty Meaty 4. Gap exists because some brands are cheaper
- 22. SUMMARY/CONCLUSION 5. Kids can really tell the difference among other brands, because of its taste, juiciness and tenderness 6. Priced 3-10% more than its competitors 7. Uses Social Media such as Facebook and Twitter; TV, print, events, and experiences for advertising 8. Is distributed nationwide 9. Makes use niche market strategy.
- 23. PUREFOODS TENDER JUICY HOTDOG: Unique Selling Proposition and its Competitors