Backstory
Asia Pacific is the largest region of Pork Luncheon Meat in the world in the past few years and it will keep increasing in the next few years. Asia Pacific market took up about 40% the global market in 2019, while Europe and North America were about 23.1%, 31.9%. USA, Denmark, China, etc. are now the key developers of Pork Luncheon Meat. Hormel Foods, Danish Crown (Tulip), Shanghai Maling Aquarius, San Miguel, Tainajin Great Wall, etc. are the key suppliers in the global Pork Luncheon Meat market. Top 5 took up more than 55% of the global market in 2019. Hormel Foods, Danish Crown (Tulip), Shanghai Maling Aquarius, etc., which have leading technology and market position, are well-known suppliers all around the world.
In 2020, the global Pork Luncheon Meat market size was USD 3378.7 million and it is expected to reach USD 4506.2 million by the end of 2027, with a CAGR of 4.2% during 2021-2027.
Problem Statement
Intense competitions, people are concern about the meat content or quality of luncheon meat, Lotte seems to be the most popular luncheon meat brand as of today. The perception of canned foods has always been unhealthy.
Primary Target Audience
Demographics
20-28 y/o
All genders
Middle to lower class
LIves in Suburban, rural
High School SPM graduate and above
Psychographics
People who have limited time to prepare a full meal
People who just started working
They live their life on a budget
People who rarely visit the wet market
People who likes to experiment mixing food
People who prefer to eat at home
People who hoard some canned food or food that has a long shelf life
Secondary Target Audience
Demographics
30-50 y/o
Chinese
All genders
Psychographics
They are family people
Cooks frequently
They are most probably housewives
Cares for their family health
Advertising Objective
The objective here is to provide a different view on tulip meat because it does offer a healthier choice, and to increase the sales as well.
Idea and concept
“The plate is the limit” this idea is mainly focused on combining food. It's like the sky's the limit but with Tulip it's like u can combine it with any foods. Fitting luncheon meat into dishes that we would commonly see on the chinese dining table. We are suggesting to the people that you can replace the meat in your normal dishes with luncheon meat and still have the same taste.
Execution
Social media.
We chose social media because it is the main medium that would use to communicate or to socialize.
Shelf Flags.
These shelf flags will be placed in the hypermarket to attract customers to choose our brand.
Promotional Flyers.
Placed in Aeon and Jaya Grocer. We want to place our ad on flyers because people would normally look through these flyers before they go shopping to see what’s on sale, so we want to show our tulip brand on the flyer to make a print on their brain.
Newspaper.
We decided to put on a newspaper because our secondary audience would still read the newspaper from time to time.
Youtube Banner.
Our audience will most likely go to youtube to watch and learn cooking, and from there we can get their attention and ask them to buy Tulip.
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