CPG Tuna Brands

Century Pacic Group

Comprised of 10 different companies Century Canning Corporation (Marine and Tuna) General Tuna Corporation (Export arm) Pacic Meat Company (Canned Meats) Snow Mountain Dairy Corporation Pacica Agro Industrial Corporation (marine by-products) Columbus Seafoods Corporation (Canned sardines, bangus, mackarel, squid) Century International (China) Co., LTD (Joint Venture) Yoshinoya Century Pacic Inc (Fast food and retail arm) Century Pacic Group Foodservice Division (R&D) Century Culinary Circle (Consumer Link)

HISTORY OF CPG

1983 1978 1986

1995 1998

1999 2001

2003 2008

2009 Present

Century Pacic Product Mix

Century Tuna Line

Line Extension

Line Extension

Brand Extension

Full Product Line

Advantages: Capturing more of the market Ability to use resources more efciently to produce different goods Potentially more prot / greater market share Disadvantages: Multiple / less concentrated marketing efforts If one product fails, others may be affected Greater risk / Larger investment required

Product Extinction
Product extinction is possible when it becomes obsolete, unavailable (long term) or when it is no longer protable to engage in business. For example, Birch Tree, Home Pride and Kaffe de Oro were acquired from a different company. If CPG did not acquire these brands, they would be extinct.

Segmentation, Target, Positioning

Points for Comparison

Behavior - Health Conscious, regular/daily consumption Demographics Budget conscious, middle income group, single or married individuals Geography location Psychographics lifestyle, activities, interests

Tagline

Think Healthy, Think Century Tuna

Century Tunas primary targets are adults that are health and/or image conscious, who want to look and feel good

Behavior Demographics Geography Psychographics Product Price & Size

High Budget class; Upscale brand #1 Brand in Metro Manila & other developed areas Active lifestyle Php 25.50 - Php 401.70 (85g, 95g, 100g, 110g, 150g, 155g, 180g, 184g, 240g, 380g, 420g, 1705g)

Tagline

Sarap at Sulit
Century Tunas primary targets are adults that are budget conscious, looking for protein rich, high quality yet affordable products

Behavior Demographics Geography Psychographics Product Price & Size

Mass Market Metro Manila & other developed areas Working Class Php 22.50 - 24.50 (155g)

Tagline

Sarap na walang katulad

Budget conscious mothers who want the best for their families

Behavior Demographics Geography Psychographics Product Price & Size

Between B & C GMA & Visayas Region Working Class Mothers Php 21.00 - 21.90 (155g)

Tagline

Di ka mabibitin sa sarap
Budget conscious workers who want big avor, excellent value and bang for buck

Behavior Demographics Geography Psychographics Product Price & Size

B, C, D.... GMA & Northern Luzon Working Class, Blue collar Php 16.00 - 19.80 (100g - 175g)

Product Life Cycle

Company
Century Canning Corp Pacic Meat Co. Inc Purefoods-Hormel Co, Inc Del Monte Philippines Inc. A Tung Chingco Trading Maunlad Canning Corp Dole Phillippines Inc CDO Foodsphere Inc

2006
22.0 10.8 11.3 7.5 7.6 5.9 5.8 2.7

2007
22.0 11.3 11.7 7.9 7.3 5.7 5.7 3.1

2008
22.2 11.6 11.5 8.4 7.7 5.9 5.4 3.4

2009
22.9 11.8 10.6 8.7 7.9 5.7 5.4 2.5

2010
23.0 12.1 10.1 9.0 8.0 5.5 5.3 2.5

Brand

Approx Types

Average Price 155g can

Ayam Tuna (Singapore) Century Tuna Blue Bay Fresca 555 Permex San Marino (CDO) CDO Seaquest

5 39 7 10 16 14 11 7

77.80 (185g can) 24.50 21.00 18.90 (175g can) 24.50 17.70 26.00 (150g can) 15.00

Introduction

Growth

Maturity

Decline

Sales Time

Boston Consulting Group Diagram

Growth Potential High

PORTFOLIO ANALYSIS
Stars Question Marks

Cash Cow

Dogs

Low High Market Share Low

Canned/Preserved Fish/Seafood Growth Rates

60.0 52.4 45.0

30.0

27.6

2010/11 2006-11 CAGR 2006/11 Total 8.8

15.0 4.5 0 % Volume Growth 5.0 7.5

% Value Growth

Source: CANNED/PRESERVED FOOD IN THE PHILIPPINES Euromonitor International November 2011

Canned/Preserved Food Brand Shares (2007 to 2010) Brand 555 Argentina Century Purefoods Ligo Del Monte Youngstown CDO Dole Del Campbell's Master Maling Seasons Ram Company Century Canning Corp Pacic Meat Corp Inc. Century Canning Corp Purefoods-Hormel A Tung Chingco Trading Del Monte Phils., Inc. Maunlad Canning Corp CDO Food sphere Inc. Dole Philippines Inc. Del Monte Foods Co Campbell Soup Co. Bagumbuhay Industrial Corp B2 Maling Foods Corp Dole Philippines Inc. Ram 2007 11.9 11.3 10.1 11.7 7.3 6.5 5.7 3.1 4 2 2.2 2.2 2.7 1.7 1.1 2008 12 11.6 10.1 11.5 7.7 6.9 5.9 3.4 3.8 2.2 2.2 2.1 2.4 1.6 1.1 2009 12.4 11.8 10.4 10.6 7.9 7.1 5.7 3.8 3.8 2.4 2.3 2.2 2.2 1.6 1.2 2010 12.5 12.1 10.5 10.1 8 7.2 5.5 4.1 3.8 2.5 2.3 2.2 2.1 1.5 1.2

Canned Meats Brands Used Most Often

All Respondents (8000 sample size) Swift Corned Beef Vert% Totals Argentina Corned Beef Cdo Corned Beef Purefoods Corned Beef 555 Corned Beef Holiday Ligo Other Brands Argentina Meat Loaf Purefoods Meat Loaf Ma Ling Cdo Meat Loaf 100 43.31 10.35 9.88 6.44 5.88 5.54 3.82 2.54 2.06 2.05 1.09 Not Know Brand Spam Hormel Rodeo Libby's Philips Meat Loaf Campo Carne Winner Corned Beef Philips Sausage Argentina Others Unbranded 0.85 0.84 0.70 0.22 0.17 0.15 0.14 0.13 0.13 0.03 0.02 0.01

Source: Media Index 16 - 2010 - Quarter 1 Standard - MI/TGI Weighted by: Population

Sources
Euromonitor http://news.bbc.co.uk/2/hi/in_pictures/7914872.stm http://www.mindanews.com/special-reports/ 2012/02/05/the-philippine-tuna-industry-in-crisisanother-look/ http://www.mindanews.com/special-reports/ 2012/02/06/the-philippine-tuna-industry-crisisanother-look-2/ http://www.mindanews.com/special-reports/ 2012/02/07/the-philippine-tuna-industry-crisisanother-look-3/ http://www.bworldonline.com/content.php? section=Beyond&title=Banned-and-canned-&id=48099 http://www.fao.org/docrep/007/y5428e/ y5428e06.htm http://www.worldculturepictorial.com/blog/content/ overshing-nightmare-shless-oceans-conferencesaving-sh-stocks-un http://www.gaiadiscovery.com/marine-life-latest/ bangus-or-milksh-cultivation-systems-in-thephilippines.html http://www.scribd.com/doc/59319202/The-CannedTuna-Industry-in-the-Philippines-4 http://www.bfar.da.gov.ph/pages/aboutus/maintabs/ publications/highlights.html http://newsinfo.inquirer.net/59581/philippines-seekslifting-of-tuna-shing-ban-in-pacic-high-seas http://www.worldshingtoday.com/news/ default.asp?nyId=7596 http://www.youtube.com/watch?v=stS4x2yr4oA http://www.youtube.com/watch?v=lhSRQoFbVq4