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    10 step marketing plan 10 step marketing plan Presentation Transcript

    • 10 STEP Marketing Plan for Clear Shampoo Ivo Martins Hi Da Silva February 2010 ivo-dasilva.blogspot.com
    • 5 Steps for Part 1 (PTM and Positioning)
      • Clear PTM are “Single man and woman”
      • Who want to be comfortable and confident
      • Can choose Head & Shoulders, Sunsilk, Pantene, lifebuoy, etc.
      • Gap is all other brands the mostly are for smooth, damaged repair, hair fall, anti Dandruff
      • The market size is P 12 Billion. Clear shampoo niche is P6 Billion.
      ivo-dasilva.blogspot.com
    • 5 Steps for Part 2 (Marketing Mix & Strategy)
      • Clear Shampoo nourishes the scalp from within to prevent dandruff from coming back.
      • Price is affordable
      • Uses TV, movies and events
      • Is distributed nationwide
      • Uses a niche approach to win
      ivo-dasilva.blogspot.com
    • Positioning to the Primary Target Market Part 1: Steps 1 to 5 ivo-dasilva.blogspot.com
    • 1.Clear Shampoo primary target market (PTM) are the “Single man & woman”
      • Demographics (15-35, social class AB, single man & woman)
      • Lifestyle (study, hang out, before starting activities, Single man & woman who want be confident always)
      • Behavior (10 ml, 2x a day, daily, no, dandruff, smoothly, cool, No hair fall)
      ivo-dasilva.blogspot.com
    • I want to be attractive & Confident I am complete when my hair Still Cool & No Dandruff ivo-dasilva.blogspot.com
    • 2. My PTM’s NWE
      • Single Man & woman need
      • To belong (social needs) and Self actualization
      • Single Man & woman choose Clear over other shampoo because of ….
      • Smoothly, Freshness, Cool, packaging, brand ; PDA approval, want say goodbye to dandruff & have the confidence to move closer anytime”. Clear is the only shampoo to be endorsed by the International Academy of Cosmetic Dermatology.
      • Single Man & woman expect his when they use Clear
      • No Dandruff, Fresher head & hair, no hair fall, More confidence to come close to the their preferred sex , Feel more sexually attractive
      ivo-dasilva.blogspot.com
    • 3a. Clear shampoo has many formidable competitors
      • Direct: Head & shoulders , Sunsilk, Pantene, Dove, Lifebuoy
      • Indirect: Nutritive repair hair, TIGI, Soap
      • Variables: Age, Price, packaging, specific use, convenience of use, availability, Social class, brand
      ivo-dasilva.blogspot.com
    • 3 Examples of Position Map
      • Price vs. Marital status
      • Brand vs. Positioning
      • Brand Vs Class Status
      ivo-dasilva.blogspot.com
    • Clear is #1 in niche: high priced product single man& woman Clear Sunsilk Pantene Lifebuoy Dove Price vs. Marital Status Matrix Head& Shoulders ivo-dasilva.blogspot.com Price/ Marital status Matrix Single woman Single man Man & woman Family and Children High price Low Price
    • Clear shampoo unique positioning is shown in this competitive map Positioning vs. Brand Matrix Many competitors in remove dandruff and saves money positioning. ivo-dasilva.blogspot.com Head & Shoulders Clear Sunsilk Pantene Dove Lifebuoy Remove Dandruff Nourishes the scalp Relieves dryness Prevents hair breakage Cools and refreshes the scalp Prevents itchiness Reduce redness Relieves irritation Control oiliness Remove flakes & leaves hair beautiful Saves money
    • Clear Shampoo unique positioning is shown in this competitive map ivo-dasilva.blogspot.com Brand Vs Class Status Lifebuoy SunSilk Pantene Head & Shoulders Clear Dove Class A Class B Class C
    • 4. Clear positions strongly in a niche market opportunity
      • Clear is the only shampoo
      • that Say goodbye to dandruff & have the confidence to move closer anytime
      • for single man & woman
      • who want to feel confident and attractive when start the activities.
      • No brand has a similar position.
      • Others focus on hair cosmetic & herbal, low price and large segments
      ivo-dasilva.blogspot.com
    • 5a. Based on Unilever Philippines, shampoo market is P 12 billion Known until over a decade ago as Philippine Refining Company (PRC), Unilever Philippines started as an oil milling business which at its peak produced nearly 100,000 tons of coconut oil annually. Today the company is a leading manufacturer of home and personal care products, foods, and ice cream. Leading in new technologies With an annual sales of over Php 24billion, Unilever Philippines employs over 2,000 people nationally. The company has been a leader in introducing new technologies into the country since the early days of its existence - margarine production in the 1930’s, non-soap detergents, shampoos and toothpaste in the 1960’s and 1970’s and state of the art sulphonation technology and cogeneration power plant in the 1980’s. The nineties has seen the company focusing on several improvements in the Environment front one of which was the introduction of the first 100% biodegradable detergent bar in the Philippines. Unilever works closely with the community and other NGOs to protect and improve the environment. In year 2000, the company received recognition for its environment management systems with an ISO 14001 accreditation. Total Quality The company has adopted the Total Quality approach during the last ten years and was the first in the industry to receive the ISO 9002 accreditation in 1994. Unilever has since worked with the government, customers and suppliers (including SMEs) to spread the Total Quality approach in the Philippines. Unilever in the Philippines is a leading company in the area of Human Resources Management and Development. The company has excellent relations with its employees as evidenced by the last two CBA agreements. At the heart of the employee relationship is a Skills Development (multi-skilling) Program that enhances worker productivity. These efforts have been given due recognition by the Personnel Management Association of the Philippines when they awarded Unilever as 1999 "Outstanding Employer of the Year". Unilever has for decades been known in the industry as a sound training ground for young Filipino graduates. Some of its managers have progressed to senior levels in government and public life. The business has grown from strength to strength with the presence of its four operating companies: Unilever Foods, Unilver Foodsolutions, Unilever Philippines, and Unilever RFM Ice Cream. Unilever is proud of its 78 years of heritage in the Philippines and is dedicated to growing its operations in the country in the future. http://wikimapia.org/563710/Unilever-Philippines http://www.youngmarketmasters.com/html/events-2008-awardees-desc.html
    • 50% Clear market share and 44% of Filippinos Suffer from Dandruff
      • Analysts figure antidandruff formulas account for half of the annual $40 billion global shampoo market. The shampoo is already gaining in share. The new, faster Unilever blasted it out to seven new markets in just six months last year, racking up sales of $367 million. In the Philippines, long considered P&G territory, Head & Shoulders was unchallenged in the antidandruff category until Clear launched in July, 2007. Five months later, Unilever's shampoo had overtaken Head & Shoulders to grab 15.6% of the market.
      • Clear shampoos are more important than other shampoos because they have a market share of about 50% of the total hair care products all over the world.
      • Would you believe that 44% of Filipinos suffer from dandruff? That’s why there is a new player in the anti-dandruff shampoo market niche. This time, there are more varieties to choose from. There is a unisex range with four shampoo and two conditioner variants as well as a men’s range with three shampoo options designed to address specific hair and scalp needs.
      • Usually my deepest fear is that anti-dandruff shampoos can cause more harm than good. No fear. Clear’s revolutionary use of Zinc Vitanols moisturizers the hair and scalp to effectively remove dandruff without drying out the hair. This is good news because dandruff is a recurring problem and an anti-dandruff shampoo needs to to be used daily to prevent dandruff from coming back.
      • Amor Maclang  led the PR marketing campaign of this new product at the Renaissance Hotel in Makati City today. As usual, Geiser Maclang Marketing Communications, Inc. (GeiserMaclang) mesmerizes the traditional and new media with their fantastic presentation of Clear.
      • Wearing black is often avoided by anti-dandruff sufferers. So the launch presented a fashion show of black clothes from different designers like Folded and Hung, Viktor, Kate Torralba and Puey Quinones. The surprise from GeiserMaclang starts at the dining hall where white themed table cloths dominated the room. When we were told to enter the bubble tent where we watched the fashion show, we were expected to see the transformation. Oh yes, when we got back the tablecloths were in black.
      http://nimrodel.net/2007/07/17/clear-anti-dandruff-shampoo-product-launch/#ixzz1DtrRiGD0
      • References :
      • http://nimrodel.net/2007/07/17/clear-anti-dandruff-shampoo-product-launch/#ixzz1DtrRiGD0
      • http://wikimapia.org/563710/Unilever-Philippines
      • http://www.youngmarketmasters.com/html/events-2008-awardees-desc.html
      • http://www.cosmeticsciencetechnology.com/companies/articles/1871.pdf
      • http://www.unilever.com.ph/brands/personalcarebrands/Clear.aspx
      • http://nimrodel.net/2007/07/17/clear-anti-dandruff-shampoo-product-launch/
      • http://www.ameinfo.com/115188.html
      • http://search.businessweek.com/Search?searchTerm=clear+shampoo+market+segment&resultsPerPage=20
      ivo-dasilva.blogspot.com
    • 5b. Based on Unilever data, where clear shampoo share is 50%, total market size is 12 billion
      • Unilever Philippines data: Clear shampoo sales is P6 billion
      • Unilever claims market share of 50%
      • Then total Clear shampoo market size is P6 billion/ 0.5 = 12 billion
      ivo-dasilva.blogspot.com
    • 5c. Consumer data indicates a size of P 12 billion
      • Shampoo Usage:
      • 36 of 90 millions Filipinos shampooing average of 2x per day using 10 ml Shampoo which costs around P0.48 per shampooing
      • 36 M x 2 x P0.48 X 365 = P12 billion
      ivo-dasilva.blogspot.com
    • 5. Concluded that shampoo market is 12 billion
      • Competitor data= P12 B
      • Company data = P 12 B
      • Usage data = P 12 B
      Use instinct and best business judgment to finalize market size ivo-dasilva.blogspot.com
    • The Marketing Mix Strategy Part 2: Steps 6 to 10 ivo-dasilva.blogspot.com
    • 6a. Shampoo category is dominated by 4 major brands ivo-dasilva.blogspot.com
    • Sunsilk Head & Shoulders Pantene ivo-dasilva.blogspot.com
    • 6b. Product Description
      • Clear is an anti-dandruff shampoo that has a patented Zinc Vitanol complex that stops and prevents dandruff from recurring. It is the only anti-dandruff shampoo endorsed by the International Academy of Cosmetic Dermatology (IACD).
      • Clear is shampoo which Removes dandruff, Nourishes the scalp, Relieves dryness, Prevents hair breakage, Cools and refreshes the scalp, Prevents itchiness. Color Blue & white. Clear is the only shampoo to be endorsed by the International Academy of Cosmetic Dermatology.
      • Clear stops dandruff by nourishing the scalp with its unique combination of ingredients, namely: Amino Acids – the building blocks of proteins, nourishes scalp and hair Vitamin E – an anti-oxidant that supports the body’s natural defenses and fights free radicals for healthy scalp and hair Sunflower Oil – retains moisture in the scalp and provides a protective barrier from recurrence of dandruff.
      • There are 4sizes, 15 mL sachet,100, 200 and 400 mL
      ivo-dasilva.blogspot.com
    • Clear offers No Dandruff shampoo in 7 variant
      • Active Sport,
      • Hair-fall Decrease,
      • Style Express,
      • Ice Cool,
      • Hair-fall Defense,
      • Clean & Itch Control,
      • Complete Soft Care.
      ivo-dasilva.blogspot.com
    • 7. Price- Clear is affordable packs
      • Clear shampoo 15 mL = P7
      • Clear shampoo 100 mL = P48
      • Clear shampoo 200 mL = P115
      • Clear shampoo 400 mL = P215
      • Clear is priced at par with head & shoulders and 25% higher than Sunsilk or Pentene with aim of maximizing profits in its niche
      ivo-dasilva.blogspot.com
    • 7. Price- Sunsilk Shampoo is at par lower with major competitors in 200ml
      • Pantene = P104
      • Head and Shoulder = P114
      • Sunsilk = P 75
      ivo-dasilva.blogspot.com
    • 8a. Which of these modes does your product use? ** Pls. rank most used, 1-highest use ivo-dasilva.blogspot.com
    • 8a. Promo - Clear Shampoo Commercials Cristiano Ronaldo   Clear Shampoo commercial   Thailand version Clear Shampoo   Seasonal Radio Ad Pussycat Dolls Nicole Scherzinger for   Clear Shampoo Rain for   Clear Shampoo -Philippine version kapuso   Clear commercial , may "dating" ba? Clear Shampoo   Umbrella free   Commercial 2010 Clinic All   Clear   TV   Commercial   - Enrica Fernandes Clear   Piolo, John Lloyd and Bea Cristiano Ronaldo -   Clear   For Men - English   Commercial Clear   Swap Challenge with Piolo Pascual, Bea Alonzo, Jericho Rosales, and Gerald   ... ivo-dasilva.blogspot.com
    • Clear Shampoo Commercial Clear Swap Challenge with Piolo Pascual, Bea Alonzo, Jericho Rosales, and Gerald Anderson romancarlo   10 videos   Search http://www.youtube.com/watch?v=hrJHZ6soImE ivo-dasilva.blogspot.com
    • Clear Shampoo Commercial Cristiano Ronaldo - Clear Shampoo Commercial bahrain54321   10 videos   Browse Upload   Create Account Sign In Search http://www.youtube.com/watch?v=gRhNRuAWbU0 ivo-dasilva.blogspot.com
    • 8b. Competitor promo- H&S offers Sample & Coupons ivo-dasilva.blogspot.com
    • Sunslik Offer free Hair wash in some events. ivo-dasilva.blogspot.com
    • Pantene Offer 10% Discount ivo-dasilva.blogspot.com
    • 9. Clear is distributed nationwide using Unilever distribution network
        • Supermarkets, sari-sari stores, convenience outlets, market stalls
        • Nationwide
        • Pick-up by customers
        • Cash and credit transaction
      ivo-dasilva.blogspot.com
    • 10. Clear is a niche leader
      • Clear’s main strategy is to dominate the niche market of 15 to 35 year old single man & woman.
      • It benefits from the distribution leverage of Unilever.
      • Has an excellent, affordable priced, excellent product distributed nationwide.
      ivo-dasilva.blogspot.com
    • SUMMARY ivo-dasilva.blogspot.com
    • 5 Steps for Part 1 (PTM and Positioning)
      • Clear Shampoo PTM are “Single man and woman”
      • Who want to be comfortable and confident
      • Can choose Head & Shoulders, Sunsilk, Pantene, lifebuoy, etc.
      • Gap is all other brands the mostly are for smooth, damaged repair, hair fall, anti Dandruff
      • The market size is P12 Billion. Clear shampoo niche is P6 Billion.
      ivo-dasilva.blogspot.com
    • 5 Steps for Part 2 (Marketing Mix & Strategy)
      • Clear Shampoo nourishes the scalp from within to prevent dandruff from coming back.
      • Price is affordable
      • Uses TV, movies and events
      • Is distributed nationwide
      • Uses a niche approach to win
      ivo-dasilva.blogspot.com
    • 10 STEP Marketing Plan for Clear Shampoo Ivo Martins Hi Da Silva February 2010 ivo-dasilva.blogspot.com