1. 10 Step Marketing Plan for
Glutamax
MARIA KATHERINE VILLANUEVA
ASMPH

2. Part 1. PTM and Positioning
1. GlutaMAX’s PTM are Gays who want to be more
2.
3.
4.
5.
attractive
Who want to be more attractive and confident
Can choose Skin White, Mosbeau, etc
Gap is that all other whitening products target
females.
Market size is P2.25B. Glutamax niche is P700M.

3. Part 2. Marketing Mix and Strategy
6. GlutaMAX oral glutathione (capsule), soap, lotion.
7. Is 20% premium
8. Uses billboards, print ads, events, internet.
9. Is distributed nationwide
10. Uses a niche approach to win

4. GLUTA
MAX AD

5. 1. GlutaMAX’s PTM are Gays.
 Gays
 15-40 years old
 Class AB and C

6. 2. GlutaMAX’s PTM want to be more attractive
and confident
I want to be more
confident with myself.
I want to attractive to
the same sex.

7. 3. Can choose SkinWhite, Block&White etc
 Direct Competitors
 Oral Glutathione
Skin White Oral Glutathione
 Mosbeau
 Glow2Thione
 Illuminax
 Ishigaka
 Etc…



IV Glutathione
Glutathione Soap, Lotion etc

8.  Indirect Competitors
 Whitening Lotions
 Kojic Acid
 Obagi
 Dermatologists
 Cosmetic Centers

9. 4. The Gap: No beauty product that directly
targets the Gay community.
 Most beauty products target women
 Some brands target straight males

10. 5. Market Size is P2 Billion. GlutaMAX niche
market is P700 M.
 46M males x 10% = 4.6M homosexual males
 10% (Class ABC)
 50% 15-40 years
 10% possible costumers
 P2600/month
 P598M per month
 P700M per year (Niche) Market

11. 6. GlutaMAX is oral glutathione for skin
lightening.
 Capsule form
 2 capsules a day for skin lightening
 Besides skin lightening, glutathione acts as an anti
oxidant.
 Variants:




Soap
Deodorant
Lotion
Cream

12. 7. GlutaMAX is widely promoted in billboards,
streamers, TV commercials, print ads and
internet.
 Billboards
 EDSA, Katipunan, major Streets
 From Ebony to Ivory
 “I feel more white and gay every day.” Mojo Jojo
 TV Commercials
 Gretchen Barreto “Kutis Mayaman”
 Print Ads
 Found in major Magazines like YES!
 Events
 Product launch, Events with endorsers (Gretchen, Jinky Oda)
 Internet

14. 8. GlutaMAX is 20% premium
 Glutamax is 2900/ bottle
 Mosbeau P2500/ bottle

15. 9. GlutaMAX is distributed nationwide
 WATSON
 Mercury Drugstore

16. 10. Glutamax uses a Niche approach to win.
 Targets the gay community
 Premium price