OVE Product Management Plan

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Step1: Product Management
Selecting a Winning Product
Market Segmentation
Market Analysis
Competitor Analysis
The Requirements Specification
Step 2: Situation analysis
Over-view
Market Place
BCG matrix
POD vs. POP
SWOT analysis
Step 3: Marketing Strategy
Target segment selection
TOWS Matrix || actions
Positioning || Battle of minds
Step 4: Communications MIX
Objective
Advertising
PR activity
Social media


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OVE Product Management Plan

  1. 1. Case StudyOVE Product Management Plan 1
  2. 2. • Selecting a Winning Product • Market Segmentation Step1: Product • Market Analysis Management • Competitor Analysis • The Requirements Specification • Over-view • Market Place Step 2: Situation • BCG matrix analysis • POD vs. POP • SWOT analysisAgenda • Target segment selection Step 3: Marketing • TOWS Matrix || actions Strategy • Positioning || Battle of minds • Objective Step 4: • Advertising Communications • PR activity MIX • Social media 2
  3. 3. Step 1PRODUCT MANAGMENT 3
  4. 4. #1Selecting a Winning Product 4
  5. 5. Selecting the right product ideas means increasedsales, improved profits and huge efficiency gains across your company. 5
  6. 6. I will assume that we work in cosmetics products, and this categorized to :1. Hair a. Shampoo b. Gels c. Tanning d. Nutrition and special situation2. Skin and body care a. Creams and lotions b. Sun protection and tanning c. Anti-ageing and nutrition d. Special skin caring/treatment3. Mouth a. Tooth pasts b. Mouth wash c. Cavity cleaners4. Perfumes/body spray a. Body spray b. Body splash c. Perfumes5. Shaving a. Pasts b. Foam c. Gels d. Aftershave. 6
  7. 7. I will assume that we work in cosmetics products, and this categorized to :1. Hair a. Shampoo b. Gels c. Tanning In each category we can find a market d. Nutrition and special situation gap. Or we can create new product for2. Skin and body care a. Creams and lotions new need. b. Sun protection and tanning Market gap stop points: c. Anti-ageing and nutrition d. Special skin caring/treatment  Uncovered target segment (A,B and C3. Mouth class variation) a. Tooth pasts  Unavailable product form (size or way b. Mouth wash or use it) c. Cavity cleaners  Empty positioning (unique position for4. Perfumes/body spray Egyptian market) a. Body spray  Unmatched quality (current products b. Body splash quality are too bad or too good ) c. Perfumes  Market monopoly (market size can5. Shaving handle two brand names) a. Pasts b. Foam c. Gels d. Aftershave. 7
  8. 8. I will assume that we work in cosmetics products, and this categorized to :1. Hair a. Shampoo b. Gels c. Tanning In each category we can find a market d. Nutrition and special situation gap. Or we can create new product for2. Skin and body care a. Creams and lotions new need. b. Sun protection and tanning Market gap stop points: c. Anti-ageing and nutrition d. Special skin caring/treatment  Uncovered target segment (A,B and C3. Mouth class variation) a. Tooth pasts  Unavailable product form (size or way b. Mouth wash or use it) c. Cavity cleaners  Empty positioning (unique position for4. Perfumes/body spray Egyptian market) a. Body spray  Unmatched quality (current products b. Body splash quality are too bad or too good ) c. Perfumes  Market monopoly (market size can5. Shaving handle two brand names) a. Pasts b. Foam c. Gels d. Aftershave. 8
  9. 9. Take a look at Personal care Products 9
  10. 10. 10
  11. 11. Choosing the product is based on target segment and positioning that reflect the brand’s value. name perception product Brand 11
  12. 12. In the same time we need it universal as much as possible to help us in diversification.(brand building take is too hard process, we should up-use the brand as much as we can; future diversifications) 12
  13. 13. Perception depends onindividual value, goals,need and expectation. 13
  14. 14. CleannessBeauty Powerful The most desirable trends safe Sport nutrition 14
  15. 15. 15
  16. 16. Based on small market observation, I select to start where everybody end. Lotions+brand can fit with male and females by simple modification, brand can easily diversified to other personal care products without effecting the brand image and value. 16
  17. 17. Based on small market observation, I select to start where everybody end. Lotions+brand can fit with male and females by simple modification, brand can easily diversified to other personal care products without effecting the brand image and value. 17
  18. 18. Based on small market observation, I select to start where everybody end. Lotions+brand can fit with male and females by simple modification, brand can easily diversified to other personal care products without effecting the brand image and value. 18
  19. 19. Name BrandSimple and easy to read name, reflect our objective and helps the brand building process. 19
  20. 20. Name BrandIt can be existing words, invented words, abbreviations or hybrids 20
  21. 21. Name Brand OVE preliminary invented name. 21
  22. 22. #2Market Segmentation and Sizing 22
  23. 23. Market segmentation The selected segment will be “Person (male/female) using our product before goingto work drinking late-cafe from Starbucks and planning to spend the week end outside Cairo with friends after long day working” 23
  24. 24. Market segmentation The selected segment will be “Person (male/female) using our product before goingto work drinking late-cafe from Starbucks and planningto spend the week end outside Cairo by his own car with friends after long day working” 24
  25. 25. Market sizing Egypt is a developing country & age group between20-40 becomes the largest age segment (Based on CIA fact book) with large middle class. With good distribution channels we can manage 60% of the target market. 25
  26. 26. Market sizing Egypt is a developing country & age group between20-40 becomes the largest age segment (Based on CIA fact book) with large middle class. With good distribution channels we can reach 60% of the target market. 26
  27. 27. #3Market Analysis 27
  28. 28. • Primary market researchInterviews, mystery shopping and product test. Thesetools help us in right product selection.• Secondary market researchTrade shows and annual report for other competitors• Assessing product opportunitiesThis research will confirm our choice and helps inmarketing process (test the market) 28
  29. 29. • Primary market researchInterviews, mystery shopping and product test. Thesetools help us in right product selection.• Secondary market researchTrade shows and annual report for other competitors• Assessing product opportunitiesThis research will confirm our choice and helps inmarketing process (test the market) 29
  30. 30. • Primary market researchInterviews, mystery shopping and product test. Thesetools help us in right product selection.• Secondary market researchTrade shows and annual report for other competitors• Assessing product opportunitiesThis research will confirm our choice and helps inmarketing process (test the market, Brand and product) 30
  31. 31. #4Competitor Analysis 31
  32. 32. Understanding your competition gives you an edge; ithelps clarify your own competitive advantages, gives you an indication of their past, present and future product strategies. 32
  33. 33. Our direct competitors will be:DoveNiveaAdidasGilletteAXERexonaVaseline 33
  34. 34. Our direct competitors will be:DoveNiveaAdidasGilletteAXERexonaVaseline 1. SWOT analysis for competitors 2. Understanding competitor objectives 34
  35. 35. 1. SWOT analysis for competitors | DoveStrength WeaknessUnconventional strategy Contradictory in natureEffective advertising, Free publicity Objectification of womenContinuously evolving the campaign Women featured were comparativelyStrong emotional touch slimCross-selling Possibilities Use of idealized images in other brands under the same flagship Contradictory Japanese campaignOpportunity ThreatsTarget male customers Involved marketing riskMaintain better standards of quality Copy by the competitorsUnified advertising throughout the globe Undermining the aspiration ofContinuous innovation consumers*sources: Dove internal data 35
  36. 36. 2. Understanding competitor objectives• NIVEA • Nivea - gentle care • Long line, separated by male and female. • Well-recognized brand in creams• DOVE • ¼ moisturizing cream • Small product line• REXONA • 24 pm • Intensive Extensive product line • Different audiences• AXE Deodorant • Line Teens only • masculine fragrances with different names (fusion, touch, musk, adrenaline, etc.)• Gillate • Male care brand (ranked # 14 in Best Global Brands 2009) 36
  37. 37. #6The Requirements SpecificationProcess 37
  38. 38. Why requirements processThis process saves 80% development effort by pre-preparation of all requirements. Minimize errors in implementation process + harmonization between project items 38
  39. 39. active ingredient and content The product should be selected carefullyrequirements process based on product objective Key elements of a and selected brand image.. how to use our product must The usage be identified and tested minimizing errors. Especially in new form or active component materials, color, size, specification and more. All this Packaging items should be selected carefully to match brand identity and image . 39
  40. 40. Materials: Plastic flexible polymer PETE -1High Quality printingtwo color printing Eco Friendly Package Paper: 400gm Color : depend on product 40
  41. 41. #8Writing Accurate Requirements 41
  42. 42. Instruction guide lineBrand identity Product Promotion description toolsCommunication Using manual Storing and strategy distribution 42
  43. 43. Product prepared 43
  44. 44. Let us TalkMarketing 44
  45. 45. Step 2SITUATION ANALYSIS 45
  46. 46. Over-viewOVE is a body care lotion used any time for any where as it works on skin nutrition and protection.Totally safe as it contain natural ingredient and trustful due to high quality. Skin care Natural protection OVE 46
  47. 47. Market Place Knowledge is power 47
  48. 48. We will face a great competition from primary and secondary competitors. 48
  49. 49. Source:The fourth annualBrandZ Top 100 MostValuable Global Brandsranking 2009 49
  50. 50. Market Place || Competitive AnalysisPrimary: Secondary :• NIVEANivea - gentle care • CreamsLong line, separated by male andfemale. • Future diversificationWell-recognized brand in creams • Rexona • AXE• DOVE¼ moisturizing creamSmall product line• Bio-DermaThe patient product of choice. 50
  51. 51. OVE + BCG matrix HighMarket Growth Rate low High low Relative market share 51
  52. 52. OVE + Product life cycleWe reach maturity andcompetition will elevate decline rate 52
  53. 53. OVE + SWOT analysisLocal product (availability) New brand nameEconomicSpecificTarget A class customers Current competitionMaintain better standards of quality Involved marketing riskContinuous innovation Copy by the competitors 53
  54. 54. Step 3 PlanningMARKET STRATEGY 54
  55. 55. OVE USPs Compliance Nutrition AvailabilityMulti-packing forms & sizes 55
  56. 56. OVE + Ansoff’s Grids Current Products New Products Market Penetration ProductCurrentMarket Strategy Development Strategy Market DiversificationMarkets Development Strategy New Strategy 56
  57. 57. TOWS Matrix Strength WeaknessOpportunity Market Penetration Long turn activities Focusing Branding Competitive shiftThreats Continues PR and social Maintain special campaigns Planed innovation 57
  58. 58. Positioning 58
  59. 59. It is all about what consumer will remember us with 59
  60. 60. OVE is a nutritional body care lotion that protect and maintain skin status 60
  61. 61. Human also eat good meals to maintain body health 61
  62. 62. OVE .. The body meal 62
  63. 63. Step 4 actionsCOMMUNICATIONS MIX 63
  64. 64. Objectives Market Pentration Position OVE as healthy nutrition body lotionBrand name Graving Shifting from other competitors 64
  65. 65. Above The lineCommunication MIX PR and Road shows Social and online Promotions and offers 65
  66. 66. Creative IdeaGeneration 66
  67. 67. We need simple but slightly sophisticated concept 67
  68. 68. 68
  69. 69. Key wordsVitamins, nutrition, beauty, clean skin, anti-oxidants, safe, daily protection, minimize ageing … 69
  70. 70. ATL TV RadioOut-Door Press 70
  71. 71. PR and Road Show 71
  72. 72. PR and Road showThe most important step in OVE brand building is EXPERIENCE 72
  73. 73. ProductNeed Experience Perception Word of mouth 73
  74. 74. PR Direct PR Indirect PRcampaignsRoad show Press release 74
  75. 75. It is time for the Psychological war. 75
  76. 76. It is time for the Psychological war.Locations 76
  77. 77. It is time for the Psychological war.Locations Ushers Training 77
  78. 78. It is time for the Psychological war.Locations Ushers Training Concept and methodology in the IMC plan 78
  79. 79. Social Media and online 79
  80. 80. Options to enter socialmedia from the front .door
  81. 81. Funny creative video onyoutube, share on socialnetworks. .Wait for the tipping point
  82. 82. Very useful socialgroup, implant ourbrand + word of mouth .Count the subscribers whileupdating
  83. 83. Offers 83
  84. 84. In launching phase we aim to motivate customers to try it Or recommend it  84
  85. 85. In launching phase we aim to motivate customers to try it Or recommend it  85
  86. 86. In launching phase we aim to motivate customers to try it Or recommend it  86
  87. 87. In launching phase we aim to motivate customers to try it Or recommend it  Concept and methodology in the IMC plan 87
  88. 88. 88

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