10 step marketing plan for glutamax villanueva
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  • 1. Maria Katherine Villanueva
    ASMPH
    10 Step Marketing Plan for Glutamax
  • 2. 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.
  • 3. 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. GLUTAMAX 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.” MojoJojo
    TV Commercials
    Gretchen Barreto “KutisMayaman”
    Print Ads
    Found in major Magazines like YES!
    Events
    Product launch, Events with endorsers (Gretchen, JinkyOda)
    Internet
  • 13.
  • 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