CANNED

TUNA:
Case Study
Hello!
Katrina Barros
Applicant- Research
Associate

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Setting:
You, the client, a Canned
Tuna manufacturer, plans to
enter the Philippine market,

How will you proceed?

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Outline
1. Features of Canned
Goods Category
2. Category Drivers
3. Performance of Brands in
the Market
4. Summary
5. Recommendations
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1 Features of
the Canned
Goods
Category
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2 Category
Drivers
Category Drivers
 what would motivate a
customer to buy your product

#1: Brand Loyalty

#2: Taste

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3 Performance
of Brands in
the Market
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Summary
 Summary
1. Canned meat = Canned seafood in Filipino
households
2. Tuna and Sardines most popular types of
canned seafood (eaten on weekly & daily basis)
3. Urban Philippines, Metro Manila and Balance
Luzon generally prefer tuna more than Visayas
and Mindanao
4. Metro Manila has the most canned tuna
consumed in the past month
5. Primary category drivers: Brand & Taste
6. Primary competitor: Brand A
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PROS & CONS

There's a market Brand loyalty

for it. to an already
established
brand is the
biggest hurdle.

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5
Recommenda-
tions
Recommendations
● Focus promotions on Metro Manila, Urban
Philippines and Balance Luzon
● However, brand A is already an established
brand
● Consider other brands as competitors and
make your way
● Try targeting Visayas and Mindanao market
● Since Filipinos mainly eat canned tuna &
sardines as heavy meals = could brand your
product as “good ulam”
● Consider market for sardines if you’d like to
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Recommendations (2)
● Branding, focus on Taste instead (experiment)
● Add ring for lid
● Although mid-priority as category driver,
consider making the packaging unique

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 Thank
You for
Listening!
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