Chapter 1: Executive Summary
Company Overview: Century Pacific Food Inc. (CPFI) started as a tuna canning business in 1978
and grew into a major food company in the Philippines. Notable brands include Century Tuna,
Argentina Corned Beef, Angel Milk, and 555 Sardines.
Milestones: Key achievements include launching 555 Sardines, expanding into canned milk, and
being recognized for sustainable practices.
Marketing Objectives: Focuses on increasing market share, brand awareness, product
innovation, and promoting sustainability.
Target Market: Includes health-conscious consumers, families, Millennials, Gen Z, and
international markets.
Chapter 2: Market Analysis
Industry Overview: CPFI operates in the competitive food and beverage sector, emphasizing
convenience and health-conscious products.
Competitors: Major players include San Miguel Corporation, Universal Robina Corporation, and
Monde Nissin.
SWOT Analysis: Highlights strong brand portfolio, sustainability initiatives, opportunities in
international markets, and threats from intense competition.
Chapter 3: Marketing Strategy
Target Market Segmentation: Focused on diverse age groups, income levels, and psychographics
like health-conscious consumers and busy professionals.
Positioning Statement: Positions itself as a reliable leader in providing high-quality and
affordable products, aligned with consumer needs and sustainability.
Chapter 4: Product Strategy
Product Line Overview: Five key segments—Marine (e.g., Century Tuna), Meat (e.g., Argentina
Corned Beef), Milk (e.g., Angel), Coconut (Coco Mama), and Tuna OEM.
Product Life Cycle: Includes mature products like Century Tuna and new, innovative offerings like
plant-based unMeat.
Product Differentiation: Prioritizes sustainability, affordability, and quality with initiatives like
responsible sourcing and plant-based alternatives.
Chapter 5: Brand Management
Brand Identity: Strongly emphasizes quality, innovation, and sustainability with a recognizable
logo and messaging.
Brand Equity: Built through consistent quality, emotional connection, and community
engagement.
Brand Loyalty Programs: Includes rewards systems, referral programs, exclusive promotions, and
social media engagement.
Chapter 6: Pricing Strategy
Pricing Objectives: Balances market penetration with profit maximization, catering to all income
levels.
Pricing Model: Uses cost-plus and value-based pricing strategies for different product categories.
Competitive Pricing: Competitive pricing against key players with a focus on affordability and
value.
Chapter 7: Distribution Channel Strategy
Primary Channels: Direct sales, e-commerce, retailers, and distributors.
Supply Chain Management: Effective logistics, real-time tracking, and strong supplier
relationships.
Distribution Coverage: Focuses on domestic and international markets with strategies to
manage channel conflicts.
Chapter 8: Marketing Communication Strategy
Advertising Strategy: Includes TV, digital, and print advertising with a focus on flagship products.
Public Relations: Highlights sustainability and CSR initiatives to enhance brand reputation.
Sales Promotion: Offers discounts, bundles, and social media contests to boost engagement.
Digital Marketing: Focuses on SEO, SEM, influencer marketing, and user-generated content.
Chapter 9: Implementation Plan
Timeline: Outlines a six-month plan covering market research, product development, digital
campaigns, and community engagement.
Budget: Allocates PHP 3.1 million for research, advertising, digital marketing, and community
outreach.
KPIs: Tracks sales growth, brand awareness, customer feedback, and event participation.
