Marketing Plan for Ready-Made Canned Food 2017 ~ 2018 in
Myanmar
Brand Name: Foodie
Executive Summary
I’ d like to sell ready-made canned food in Myanmar Market. Firstly, I will start to sell
only in Yangon and Mandalay for Modern Trade and convenience stores. And then,
will go to whole sales and will extend the market as intensive distribution like other
FMCG products. Target consumer, Business executives and students who live in
Yangon and Mandalay and may be them are away from family and busy type person
and they don’t want to cook to get a curry but they want to eat dinner with curry,
their income level is from middle class and upper middle class, that we called B level.
I will sell 4 kinds of ready-made canned food like Hot and spicy fried fish, sardines in
tomato sauce, beef curry and pork curry. The objective is to achieve 20.1 Million USD
in sales from all 4 products in Yangon and Mandalay by the end of 2017-18 financial
year (it means within 1 year) and breakeven will meet on 1 year sales. After that, I
will expend the market to next 4 cities with another 1 year plan.
Mission Statement
We are producing and selling the ready-made food product that we are focused on
healthy recipes and best Myanmar taste for those who don’t have time to cook in
city life.
Vision Statement
We want to become ready-made food market leader in Myanmar and we want to
expand the market not only Myanmar but also we will try to export to other
countries where Myanmar families lives in there. Moreover, we want to promote our
recipes and Myanmar curry taste to those country.
Situation Analysis
Company Goal

To become market leader in ready-made food industry within 3 years
Focus

City life busy people, Business executives, students away from family who live
in apartment, hostel and home alone

Healthy recipes like fish sauce, real peanut oil and a little amount of sugar like
this. We will not use any unhealthy recipes to our curry.

High tech machine of us can cover unwanted side effects that happened in
low end brand come from black market.
Culture
Most Burmese people are almost eaten at home for breakfast, lunch and dinner that
have prepared by Mother or elder sister or home maid. But, Country is now
developing in the stage and job opportunities are coming and booming. Therefore,
Burmese women working rate is higher than before and women take important role
in related sector and industry parallel with Men. So, they have to study, have to
learn and have to spend time for carrier development and social status. In the
meantime, they are working and taking important role in their company, jobs and
family too. Even they know they have to cook for family or for themselves, but they
don’t have enough time. As a result, they got stress of it and they are finding the
reliable food with healthy recipes that they can bought easily at City Mart and
convenience stores like ABC, g & g and City Express.
SWOT Analysis
Strengths

We well know Myanmar insights and Myanmar taste.

Raw materials can get easily and we have sources

We have strong network and contacts to distribute and sell our product

We know the Myanmar culture (it’s will be strength in marketing
communications)
Weaknesses

Price line will be a little high rather than ready-made canned food that comes
from Thai and China via black market.

Lack of brand recognition because it was a new start up business

Need to take on debt to get the business off the ground.
Opportunities

Young Adults growing rates is higher than before (working age is 18 to 60,
this segment is a quite big for market opportunities)

Female can stand the same as male in all role

Health Conscious mindset (they will not eat cheaper canned food that come
from China via black market and it can be caused unwanted side effects)

Educated Environment is larger and larger (they will request FDA and
consumer rights, we are doing business in Myanmar with FDA approved and
healthy recipes focus, we will be here for all responsibilities for our customer
satisfactions, we are reliable one)
Threats

Thai Food (“Ready” Canned Food, current market leader in ready-made food
market)

Cheaper canned box that comes from China

High quality machines- Equipment is expensive

Cannot start with Mass production (Cost of production will be effected)
Market Trends
This growth is fueled by the changes in the workplace and workforce that are
causing workers to consume more of their meals away from home. Away from home
food sales are expected to increase year by year according to MMRD (research firm).
As more and more consumers eat away from home, the demand for higher quality is
also growing. Margins will increase as premium prices are being placed on branded,
high-quality products. Demographic trends are affecting the industry. A large group
of young adults, who mainly grew up on fast food, have emerged as an economic
force. This group's perceptions on fast food, technology, will have a positive impact
in ready-made food business.
Competitors and Market Share
The main competitor is “Ready” canned food that come from Thai and they have
already entered officially in last 3 years ago. The most ready-made canned foods
come from Thailand and some from China.
The Market is still huge to enter as a new brand since economy is growth and job
opportunities also growth. The urban city life people have to work from the start of
the day to the end and they have to go school for post grad diploma of their related
field for their carrier growth and status and some are attending MBA class. And,
most people around country, after they have graduated, they came to Yangon and
then they are working for their better future. Mandalay is second City followed by
Yangon.
Competitors, Product line and Price List for “Ready” Canned Food as of September, 2016 for
wholesale
Net
No.
Type
Wt.
Unit/Ctn Price/Unit
(g)
Ready Sardine in
1
Tomato Sauce
Ready Sardine in
2
Tomato Sauce
425
155
in MMK
24
100
950ks
295ks
Price/Ctn
in MMK
(Buy 1 Ctn, Get 1 Can free)
21,888ks/912ks
29,000ks/290ks
3
Ready Sardine
155
100
450ks
44,500ks/445ks
4
Nga Gyin Soybean
155
100
780ks
77,500ks/775ks
5
Nga Gyin Stew
155
100
780ks
77,500ks/775ks
6
Stearned Nga Gyin
155
100
780ks
77,500ks/775ks
7
Nga Gyin Fish Cake
155
100
780ks
77,500ks/775ks
Nga Gyin Sweet &
8
Sour
Nga Gyin Hot &
9
Spicy
155
155
100
100
780ks
780ks
77,500ks/775ks
77,500ks/775ks
10
Chicken Curry
155
100
1005ks
10,000ks/1,000ks
11
Mutton Curry
100
100
1180ks
117,500ks/1,175ks
12
Beef Curry
100
100
900ks
895,000ks/895ks
13
Roasted Duck
100
100
1280ks
127,500ks/1,275ks
14
Chickpea Curry
155
100
350ks
34,500ks/345ks
15
Tuna Chunk
65
48
550ks
26,160ks/545ks
16
Tuna Chili
185
48
950ks
45,360ks/945ks
Tuna In Vegetable
17 Oil
155
48
950ks
(Buy 1 Ctn, Get 2 Cans
free)43,776ks/912ks
Objectives – SMART

To achieve 20.1 Million USD in sales from all 4 products in Yangon and
Mandalay by the end of 2017-18 financial year. (it means within 1 year)
Market Segmentation (STPD)
Segment Description
The person who live in Yangon and Mandalay and who will be busy with jobs or
education. They don’t want to spend their time for cooking and they are now buying
ready-made food for their lunch and dinner from City Mart, ABC, g & g etc. and they
used to go to restaurant for dinner. But sometimes, they don’t even have a time to
go to restaurant for a dinner. So, they are finding for ready-made food like breads,
noodles and ready-made canned food. In the other hand, they want to spend
around 1 USD for one pack of curry.
Targeting

Geographic – Yangon (7,355,075 Million population) & Mandalay (6,145,588
Million population), According to 2014 Census data of Myanmar

Demographic – Age 16~ 45 , Male & Female, Business Executives who study
additional related degree with their jobs, Students, all religion, B level Social
class (middle class and upper middle class), who live in apartment, home
alone, hostel and far from family

Psychographic – Busy, want to spend more time on future plan

Behavioral – they trust all City Mart. So we will start our selling in City Mart
for upper middle class and middle class. After that we will go to the rest
convenience stores nearby.
Positioning

Healthy recipes, best value ready-made canned food

Brand name: Foodie

Tagline: The real proof of best Myanmar taste.
Differentiation

The best taste of Myanmar, and the real product of Myanmar.
Marketing Mix
Product

Brand name: Foodie

Quality: Best taste of Myanmar

Scope of product line and taste: 4 Products
o
Hot and spicy fried fish (100 g)
o
Sardines in tomato sauce (155 g)
o
Beef curry (125 g)
o
Pork curry (125 g)

Warranty: Healthy recipes with FDA approved and GMP certified

Packaging: Premium look with gold color (Gold color represent Myanmar)
Price
Foodie Canned Ready-made Food

Fish (800 Ks), Pork (900 Ks), Beef (1,000 Ks)
Payment terms and financing options

1 Month Consignment for quarter 1

1 Month Credit starting from quarter 2
Distribution (Place)

Yangon & Mandalay

Selective after that Intensive Distribution

We will set the sales and distribution group ourselves and we will go direct to
modern trade. And, we will also go with wholesaler and some intermediaries’
distributors for Mandalay. We will give the margins for distributor to push
sale.

We will go first to City Mart, ABC, G & G and other convenience stores at
Yangon and Mandalay. After that, we will go some grocery shops around
streets in the City and whole sale market like Thein Gyi Zay, Nyaung Pin Lay
Zay, for Yangon and Zay Cho Market for Mandalay etc.
Promotion

BTL

We will go with sales promotion, No discount on products but we will give
POSM to consumer like coffee cup for dozen sales like that. And, seasonal
promotion to end consumer like giving the umbrella in rainy season etc.

And, we will go with Trade promotion to push sale like Half Ctn Free ( 6 Can)
for 12 Ctn sales. (1 Ctn x 12 Can) and we will go with volume discount to
push sale.

For wholesaler, we will go with margins to them, and volume discount to push
sale.

Later after breakeven, we will use budget for some merchandising techniques
supply like shop name, flag line and signage etc. for BTL and we will go with
ATL like TV channel that covered Yangon and Mandalay as a mass
communication and creditability.
Short & Long-Term Action Plan
According to objective, I will set daily sale target, weekly and monthly sale target as
per below.

Average Sales Target is like 1,000 Can daily x 850 Ks x 4 Product x 2 City x 30
Days x 12 Months

If some product can’t hit the target, I will do survey according to geographic,
demographic, culture and I will made a change accordingly.

Every week, we will go market visit to those convenience stores and all city
mart as a market survey and we will apply on our related operations.

According to sales, the average cost of production is 650 in total. I hope
breakeven point will be reached on 1 year sales. (Office, Machine, Production,
Distribution, Sale Truck, Executives Salary)

After 1 years breakeven, I will expand the market to next 4 City like
Taunggyi, Pathein, Naypyidaw and Pyay with next year plan.
Best Regards,
Hsint Sanda
MBA - Stamford International University (Thailand)
Date - 25th September, 2016