ISC Marketing - example of launching plan

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ISC Marketing - example of launching plan for FMCG product

ISC Marketing - example of launching plan for FMCG product

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  • 1. LAUNCHING PLAN XXX SHAMPOO May, 2005 1 Shampoo launching plan
  • 2. MARKET REVIEW  Shampoo category slightly reduce in terms of market size during the recent 2 years, only competitive steal among players.  Mid segment is confidently increasing in importance recent years while premium tier where we’re playing seems to be stagnant. 100% 24,000 20,000 80% 45.1 45.3 50.5 49.4 57.2 16,000 60% 3.6 3.3 12,000 4.5 2.5 11.1 11.4 9.0 40% 5.1 9.3 4.2 8,000 20% 35.8 40.2 39.9 39.1 4,000 33.5 0 0% 2000 2001 2002 2003 2004 2000 2001 2002 2003 2004 Volume (000s KG/L) Value (000 USD) High Low Low End Mid 2 Shampoo launching plan
  • 3. COMPETITION MARKET SHARE 25.0 Double Rich: DR share just increase in 20.0 one period right after launch (JA04), then reduce sharply to the bottom of 3.0% in 15.0 JF05 10.0 UNILEVER 5.0 Sunsilk: achieve highest growth rate in 0.0 2004 to regain its leading position after a JF 04 MA 04 MJ 04 JA 04 SO 04 ND 04 JF 05 declining period. Yoghurt and Strong & X-Men Double Rich Head&Shoulders Healthy launch adding incremental gains without cannibalization of exising variants. Novid Rejoice Pantene Dove Clear Sunsilk Clear and Dove: begins to see the effects of its launch in 2004 by increase in share at the beginning of 2005. P&G JF 04 MA 04 MJ 04 JA 04 SO 04 ND 04 JF 05 X-Men 0.6 0.8 1.4 2.2 2.8 3.5 3.9 Pantene: receive significant growth Double Rich 3.6 3.5 3.9 5.1 4.4 3.5 3.0 Head&Shoulders 5.8 5.9 5.5 5.8 6.2 5.9 6.2 thanks to the launch of Amino Proteins Novid 1.5 1.4 1.5 1.0 1.0 0.8 0.7 Complex. Rejoice 10.9 12.0 12.1 11.0 11.2 12.6 11.6 Rejoice: keeps stable share at high level Pantene 7.1 8.4 9.4 8.6 7.2 9.2 10.5 during 2004. Dove 6.5 5.0 4.9 5.1 4.7 5.2 5.9 Clear 17.2 17.7 16.6 15.0 15.1 15.1 17.5 H&S: keeps stable value share thanks to Sunsilk 20.2 18.7 18.2 21.0 22.8 20.5 19.7 loyal consumers though not much investment for the brand. 3 Shampoo launching plan
  • 4. MEDIA HIGHTLIGHT Top Ten Brands – YTD Nov 04 Sunsilk, Clear , Pantene and Rejoice remain the 4,000,000 leader brands in the 3,500,000 category Double Rich 3,000,000 ranked 7th (vs 4th in Q2) accounted 2,500,000 for 7% SOS 2,000,000 1,500,000 1,000,000 500,000 0 LK S H R E E E E ER R ER N V U IC IC V A SI LI TE TE O TH E R O LD D CL N O N EJ N LE A SU LM U A A FE R O P B CH A SH U P O EN D & D EA H TV PRESS RADIO 4 Shampoo launching plan Ad Source: Vietnam
  • 5. BRAND POSITIONING DOUBLE RICH PANTENE DOVE ENCHANTEUR Segment Top premium seg Premium seg Premium seg Top premium seg Concept Nourishing Nourishing Moisturizing Perfume MTC to protect & Pro-V formula with 14 Moist Cream, Distinctive long nourish hair; hair Amino Proteins moisturizes your hair lasting fragrance /Selling point treatment Complex nourish, from within other benefit strengthen your hair; hair treatmentFunctional Nourishes for soft & Nourishes from root Hair moisturizing Perfumed hair benefit smooth hair, treat for of hair for strong, different hair type smooth hair Emotional Premium & trendy Premium & classical Pampering & Charming, elegant, benefit tendering romance •Female, age 18 ~ •Female, age 26 ~ •Female, age 18 ~ •Female, age 20 ~ 26 35 30 30Personality •Sec ABC •Sec ABC •Sec ABC •Sec ABC •Modern, •Elegant, sociable •Feminine, •Luxurious, fashionable & trendy vulnerable appearance care 5 Shampoo launching plan
  • 6. BRAND REVIEW Shampoo CLEANSING BLACKEN NATURAL NOURISHING MOISTURIZING DOUBLE RICH DOVE PANTENE ENCHANTEUR REJOICE By concept SUNSILK CLEAR HEAD & SHOULDER NOVID PALMOLIVE LIFEBOUY DOUBLE RICH ENCHANTEUR ROMANO HIGH H&S PANTENE NOVID DOVE CLEAR ENTRE NOUS ORGANICS REJOICE PALMOLIVE SUNSILK MID TO HIGH KOMACHI By price LOW TO MID LIFEBOUY FEATHER ESSENTIAL LOW FRESH MY HAO LG UNILEVER P&G UNZA OTHERS 6 Shampoo launching plan
  • 7. SALES REVIEW Sales of DR Shampoo decrease sharply after launching and stay at the lowest level in Mar 05. Variant:  Revitalizing is till the key variant.  Sales of Moisture care reach the peak right after launching, but then it decrease terribly, esp at the beginning of 2005. Quality problem is identified. 600,000 500,000 400,000 300,000 200,000 100,000 - Jan Feb Mar Apr May Jun Jul 04 Aug Sep Oct Nov Dec Jan Feb Mar 04 04 04 04 04 04 04 04 04 04 04 05 05 05 Revitalizing Soft & smooth Moisture care Total sales 7 Shampoo launching plan
  • 8. BACKGROUND OVERVIEW  Double Rich rate of sale decline while distribution remains unchange. Very low consumer Sales off-take is the main reason for not good performance of DR.  The product is perceived not good on 2 attributes: “not cause dandruff” & “ not cause itchy feeling”. Product  General satisfaction on the product quality reduce  The product image in consumer mind is old  Many launch and relaunch campaign to renew the product.Competitor  Aggressive campaign with huge investment, esp on ATL spendingOBJECTIVE Improve product quality to overcome current problem. Upgrade the product with MKTG support to keep pace withcompetitors. PRODUCT LAUNCHING Create new image of DR Shampoo in consumer mind to fit itspersonality: trendy, modern. 8 Shampoo launching plan
  • 9. RENEWAL PLAN 4P MARKETING MIX DIRECTION • Improved formulaPRODUCT • New bottle shape, new design • Variants: Revitalizing, Soft & Smooth, Moisture Care; new variant: Color care Keep the same price of current DR PRICE • Nationwide. PLACE • HCM and Hanoi focus; more support for HCM to fight back competitors and get benefit from the largest market size by area. Consumer focusPROMOTION Product is preferential promotional gift. Promotion program has to consistent with brand personality as premium, trendy, fashionable. 9 Shampoo launching plan
  • 10. MARKETING MIX Product Price Place Promotion PRODUCT QUALITY PACKAGING  Improved formula to correspond to  Bottle shape: new, more premium and Vietnamese climate, feminine image.  Overcome the weakness of dandruff  Size: 7ml, 100ml, 200ml, 400ml. and itchy feeling.  Shrink sleeve to adapt more attractive  New, luxurious fragrance for a new and eye-catching graphic design feeling.  Language: Eng (Front), VN (Back)  Technology: MTC (Micro Treatment  Differentiate point of sell for each Capsule). variant.  Introduce new variant: Color care.  A glance of the full set 3 variants (Revitalizing, Soft & Smooth, Moisture care) on each variant 10 Shampoo launching plan
  • 11. MARKETING MIX Product Price Place Promotion Consum er Retail Rtl price Margin (%) Product Size price price exclude VAT 35000 A B C = (A-B)/A D = B/1.1 7ml 1,000 800 20% 727 30000 40ml 6,300 5,728 9% 5,207 Double Rich 100ml 16,000 14,500 9% 13,182 25000 200ml 32,000 29,000 9% 26,364 400ml 55,000 50,000 9% 45,455 9ml 500 400 20% 364 20000 200ml 29,000 24,800 14% 22,545 Dove 300ml 39,000 31,630 19% 28,755 15000 400ml 50,000 40,500 19% 36,818 Nourishing Moisturizing Natural 7.5ml 500 400 20% 364 100ml 15,500 14,000 10% 12,727 Doule Rich Dove Pantene Pantene 200ml 29,700 27,000 9% 24,545 400ml 49,000 44,500 9% 40,455 Enchanteur Rejoice Sunsilk 11 Shampoo launching plan
  • 12. MARKETING MIX Product Price Place Promotion STEP I : Stabilization STEP II: Expansion HCM HN STEP II HCM + HN expansionAug 05 – Oct 05 MCP 8,000 3,000 Display 2,200 shops 1,000 MCP 6,000 2,000 STEP I Coverage all current XXX shop Display 2,000 shops 1,000Jun 05 – Aug 05 Focus SPM and grocery as first priority, then Market Stall channel 12 Shampoo launching plan
  • 13. MARKETING MIX Product Price Place Promotion Integrated MKT Communication – Launching Period Communication concept: Target Audience Communication tool IMC goal Premium, Young, Trendy Female, aged 18 - 30 (Maximize B/A: TOM= 7 / Unaided :45 Urban cities, SEC:ABC synergy effect) Total: 98 TVC Print AD PR Publicity Music Out door POP Sampling Consumer event show promotion Generate awareness, public announcement Trial encouragementStrategic Maximize Awareness Differentiated information Trial Stimulate Role Build credibility delivery, maximize synergy encourage First Stimulate consideration effect PurchaseExpected Positioning - Preference attitude – Increase brand awareness, trial WOM relationship effects Budget 235 50 5 35 100 27 18 90(000 Usd) Plan 238 57 10 35 100 10 27 18 90(000 Usd)This is not included production cost for TVC (NA), Print (10,000 USD) Total plan: 585,000 USD 13 Shampoo launching plan
  • 14. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion CONCEPT Key concept: Nourishing, additional benefit for each variant. Selling point:  Functional: Protect hair by MTC for a shiny, soft hair New, premium fragrance Refresh, comfortable, free feeling  Emotional: New, premium packaging  confirm trendy, fashionable, premium image “Quite new”  developing, trendy, young & dynamic  brand personality. Differentiation from competitors:  Brand image: emotional focus: young, premium, trendy, fashionable  Functional: Refresh feeling, carefully research & improve to fit Vietnamese consumers Primary target: Female, age 18 ~ 30, SEC: ABCD (new classification), dynamic, trendy PRODUCT RANGE Revitalize Soft & smooth Moisture Care Color Care Healthy & full of vitality Dampish & burnished Soft & smooth Hair with vitality & lively color To be confident with full Refreshing with a Gentle feeling with Healthy & full of vitality hair of healthy & vitality hair dampish and soft & smooth hair together with lively color burnished hair 14 Shampoo launching plan
  • 15. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion  Objective: Increase awareness of new product. Create impression and preference with the brand Generate interest with new development from Double Rich  Time: Jul, Aug, Sep  Place: HCM, Hanoi focus, 4 provinces suggested  Way to do: Story: - Still emotional focus: trendy, premium image. - More attention to functional: shiny, soft hair with refreshed feeling. - Inform “new” identity. Broadcast film: - Jul: Shampoo only - Aug, Sep: Add a panel introducing DR umbrella brand (SP + BS) Spot: - 30’’ spot should be used July to show the whole story. - Alternative 30” & 15’ could be considered in July, Aug 15 Shampoo launching plan
  • 16. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion Avg Jul Aug Sep Channel cost/spot Est. spots Cost Est. spots Cost Est. spots Cost 30 sec HTV 7 1,582 21 33,228 14 22,152 10 15,823 HNTV 1,266 8 10,127 4 5,063 0 VTV 1,772 16 28,354 11 19,494 8 14,177 DA NANG 1,500 1,000 0 CAN THO 0 1,000 0 NHA TRANG 1,500 1,000 0 BINH DUONG 1,500 1,000 0 Total 30 sec 76,209 50,709 30,000 15 sec HTV 7 1,013 0 12 12,152 22 22,278 HNTV 823 0 5 4,114 8 6,582 VTV 1,139 0 10 11,392 17 19,367 DA NANG 0 800 800 CAN THO 0 800 800 NHA TRANG 0 800 800 BINH DUONG 0 800 Total 15 sec 0 30,858 50,628 Total cost 76,209 81,567 80,628 16 Shampoo launching plan
  • 17. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion JUNE: Product & functional benefits focus Inform great change from DR, esp in terms of product (new formula, packaging) More functional focus  clearer reason to buyJUL - AUG:- Print cutting from TVC (model appearance) Premium, trendy image.- Print for DR umbrella (SP + BS), packaging Emotional focus.focus Rate/ Jun Jul Aug Magazine Size Discount Price insertion Insertion Cost Insertion Cost Insertion Cost Cover 2 3,402 3,402 1 3,402 1 3,402 - TT & GD Full page 2,722 40% 1,633 2 3,266 3 4,899 2 3,266 VHTT Full page 1,835 35% 1,193 2 2,386 3 3,579 - Cover 2 3,481 30% 2,437 1 2,437 1 2,437 - TGPN Full page 4,747 30% 3,323 2 6,646 3 9,969 2 6,646 First right page 2,152 30% 1,506 1 1,506 1 1,506 - TTT Full page 1,582 30% 1,108 1 1,108 1 1,108 1 1,108 TUOI TRE 1/2 page - - - HANOI MOI 1/4 page - - - THANH NIEN 1/2 page - - Total print 20,751 26,900 11,020Budget: 50,000 USD (VAT excluded)Plan: Print ad release: 57,000 Production: 10,000 (3 layouts) 17 Shampoo launching plan
  • 18. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion MAGAZINE ARTICLE Item Budget (USD) • Develop brand credibility Press release 4,500 • Provide related information: variant, DR umbrella brand article 5,000 product improvement. Tips (announcement) 500 • Promote new talent (VAT excluded) LAUNCHING CONFERENCE MUSIC EVENT  Place: HCM, Hanoi.  Place: stadium at  Candidate: Customers (DT, shop owner) HCM area: Quy Nhon, Buon Me Thuot, Kien Giang, Ca Mau  Introduce new product launching, new TVCF Hanoi area: Hai Phong, Quang Ninh,  Timing: 8th, 9th July 2005. Thanh Hoa, Nghe An  Budget: 25,000 USD  Candidate: customers, consumers  Introduce new product.  Timing: June 2005  Budget: 100,000 USD 18 Shampoo launching plan
  • 19. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion  Objective: Enhance brand present outdoor Enhance brand premium image  Time: July 2005  Place: SPM, Department Store  Way to do: - Banner at SPM (hanger inside for synergy effect) - Streamer outside Department Store Production Other (hanging Am ount Am ount Item Quantity Unit cost Rental fee Rem ark cost fee, license) (VND) (USD) A. BILLBOARD Diamond current renting, change new image B. BANNER SPM 20,000,000 30,000,000 50,000,000 3,165 C. STREAMER Diamond 30 5,000,000 45,000,000 2,500,000 52,500,000 3,323 Saigon Square 30 5,000,000 45,000,000 2,500,000 52,500,000 3,323 (or Saigon Tourist) Total 9,810 19 Shampoo launching plan
  • 20. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion Sam ples/ Days to Total Am ount Am ount Place Quantity Cost day visit sam ples (VND) (USD) A. PRODUCT 1. Sampling event  Objective Office building 10 300 1 3,000 SPM 15 600 3 27,000 -Develop trial Household 6,000 Hanoi 15,000 - Provide information on product 2. M agazine sampling TTGD Magazine 70,000 benefit 3. Shop owner - Build credibility - DT HCM 2,768 1 3,500 - Province 3,475 1 4,500  Time: end of July to induce trial - HN 2,414 1 2,500 Total sam ples needed after creating awareness through TVC 2 sachets/sample 121,000 600 72,600,000 4,595 Bottle 100ml 10,500 5,800 60,900,000 3,854  Place: B. SACHET HOLDER Printing 121,000 500 60,500,000 3,829 - Office building Creative, design 300 C. MAGAZINE FEE 70,000 350 24,500,000 1,551 - SPM (Insertion fee) - Household recommended (door to D. BOOTH IN SPM 2 15,000,000 30,000,000 1,899 E. PART TIME door) - Wage 6 20 50,000 6,000,000 380 - Uniform 12 300,000 3,600,000 228 - Supervisor 1 20 70,000 1,400,000 89 (for household sampling) Budget: 18,000 USD Other 1,000 Total cost 17,724 By product 8,449 By cash 9,275 20 Shampoo launching plan
  • 21. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion  Objective  Way to do: - Enhance consideration. Focus on “new” identity: new product, - Create synergy with display program packaging.  Time: June Private POP for shampoo and conditioner.  Place: SPM, shop. POP for umbrella brand go later. Quantity estimated Item Specification Shampoo Umbrella brand Line sticker NA 15,000 Wobbler NA 14,000 Hanger NA 2,000 2,000 Poster NA 10,000 8,000 Budget: 27,000 USD 21 Shampoo launching plan
  • 22. IMPLEMENTATION Concept TV Print PR Outdoor Sampling POP Promotion CONSUMER PROMOTION  Objective  Adding benefit to consumer, enhance purchase intention, induce trial.  Make it more convenient to push new product to shop  Time: July.  Place: nationwide  Exchange gift: handbag, necklace, bedrobe, cosmetics.Suggested  Product attach: ideas - Set Shampoo + Body Shower: preferential price, free handbag. - Shampoo free Body Shower (small size) Budget: 90,000 USD 22 Shampoo launching plan
  • 23. TIMELINE Apr May Jun Jul Des. Product Details contents PIC W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 Producing Factory Launching Finis h product Factory Make cover by film s trans parent Fac, Supplier Packaging Tes t bottle color, printing m atters Fac Tes t color s achet Fac Bottle producing Fac ,Supplier License Product Licens ing(bottle s hape) Fac MOH Product Licens ing Mktg, Fac CF Briefing BM/Agency Fram e Ad ( Storyboard) reques t Agency Ad s trategy MKT/Agency Tentative developm ent / evalutation/ confirm ation Korea, MKT PPM MKT/Agency Shooting Agency Pos t production Agency Preview, confirm BM Airing BM Media Tentative plan for print BM Layout Agency Final artwork Agency Print releas e BM POP layout Agency POP m erchandis ing MKT, SP Media plan : Print, BM Media plan : CF BM, agency Media booking( 2 weeks after launch) Agency Print booking CF Cens ors hip by TV s tation( draft m ixed) Agency SOH CF Cens ors hip( after MOH licens e) BM 23 Shampoo launching plan
  • 24. TIMELINE Apr May Jun Jul Des. Details contents PIC W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 Materials for introduction products Korea Edu Training docs Edu Training Sales Girls Edu,MKT New uniforms Edu Event briefing Mktg Event Event plan, approve & execution Mktg Music event Mktg Launching event (conference) Mktg X Basic Launching plan BM Detail action plan BM Budget plan and approve BM Sale - in plan: Trade promotion, sale plan TM Merchansing plan S.S MKT Plan Displaying, shelf rental S.S Shelf execution S.S Detail activities BM Trade promotion plan BM-TM Sampling plan BM Consumer promotion plan, approve TM Consumer promotion preparation TM Consumer promotion (execution) TM 24 Shampoo launching plan