Maria Katherine Villanueva ASMPH 10 Step Marketing Plan for Glutamax
Part 1. PTM and Positioning GlutaMAX’s PTM are Gays who want to be more 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.
Part 2. Marketing Mix and Strategy GlutaMAX oral glutathione (capsule), soap, lotion. Is 20% premium Uses billboards, print ads, events, internet. Is distributed nationwide Uses a niche approach to win
4. The Gap: No beauty product that directly targets the Gay community. Most beauty products target women Some brands target straight males
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
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
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.” MojoJojo TV Commercials Gretchen Barreto “KutisMayaman” Print Ads Found in major Magazines like YES! Events Product launch, Events with endorsers (Gretchen, JinkyOda) Internet