Final Marketing Plan for Cream Silk Requirement for Marketing Management Class - Ateneo Graduate School of Business Prof. De Ungria

1. 1 10 STEP Marketing Plan for Cream Silk Conditioner Kristian N. Villapando February 2011

2. This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class. The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports. When appropriate, data are “masked” so as not to create unexpected conflicts. The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. Disclaimer

3. Cream Silk’s PTM are women who dare to be beautiful Who wants to be admired, look and feel beautiful Can choose among Pantene, Rejoice, Head & Shoulders, L’Oreal, Sunsilk, Clear, 2-in-1 shampoos, and hair salons No other conditioner brand is primarily designed for Filipina hair The market size is PHP 20 billion Dare to be beautiful

4. Cream Silk is a conditioner sold only in the Philippines and primarily designed for Filipina hair Cream is priced 4% less than Pantene and 15% higher than Rejoice Uses Advertising, Interactive Marketing, Events, Word of Mouth & Sales Promotion Distributed Nationwide Uses differentiation Dare to be different

5. 1. Cream Silk’s primary target market are women who choose to be beautiful… 15-34 years old, social class C-B, female Studying or working and socially active Use regularly to bring back hair moisture after shampooing to look and feel beautiful

6. 2. PTM chooses to look and feel beautiful… I am more confident when I have beautiful hair I feel loved when people notice my hair Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 6

7. 2. PTM’s needs, wants & demands Needs: boost self-esteem, to belong (be admired) Wants: PTM chooses Cream Silk over other conditioner brands because of variety range that answers women’s different hair needs, price, packaging, benefits & it is Philippines’ most trusted conditioner brand1 Demands: PTM demands noticeably beautiful hair with lasting results, readily available, reasonably priced and designed for Filipina hair 1 http://www.unilever.com.ph/brands/personalcarebrands/cream_silk.aspx

8. 3a. Cream Silk has various competitors Direct: Pantene, Rejoice, L’Oreal, Head & Shoulders, Clear, Sun Silk, Palmolive& 2-in-1 shampoos (ex. Vaseline) Indirect: Hair Salons Variables: Price, Packaging, Availability, Variants available, actual benefits

9. 3b. Price vs. Age L’Oreal H&S Cream Silk Pantene Palmolive Naturals 2-in-1 Shampoos Sunsilk Rejoice

10. Benefits vs. Brands

11. 4. Cream Silk is Philippines’ market leader in conditioner Cream Silk: is sold only in the Philippines designed specifically for Filipina Hair addresses different Filipina hair types and needs

12. 5a. Estimate the market size using competitor data Procter & Gamble’s hair care brand market share is estimated at 25% Estimated market size is at Php 20 billion Source: http://www.abs-cbnnews.com/business/02/12/11/pg-philippines-key-driver-groups-global-operations

13. 5b. Estimate the market size using company data 40M Filipinas x PHP 5.45 x 365 days = P80 billion Source: http://www.youtube.com/watch?v=71ZO2IN6tUQ (Cream Silk Commercial)

14. 5c. Estimate the market size using customer data Usage per day or per year One 12ml sachet per female per day worth Php 5.45 Php 5.45 x 365 days x 15M Filipinas nationwide aged 15-34 = P30 billion http://www.census.gov.ph/data/pressrelease/2010/pr10162tx.html

15. 5. Concluded that conditioner market is…PHP 20 billion Competitor data= Php 20 billion Company data = Php 80 billion Customer Usage data = Php 30 billion

16. 6a. Photo of product category

17. 6a. Show how product looks vs. competition

18. 6b. What makes Cream Silk different? Cream Silk has been the at the forefront of developing the conditioner market in the Philippines providing expert solutions with specifically-formulated ingredients to answer women’s different hair needs Cream Silk is only sold in the Philippines Specifically formulated for Filipina hair Source: http://www.unilever.com.ph/brands/personalcarebrands/cream_silk.aspx

19. 7. Price

20. 7. Cream Silk is 4% less than Pantene and 15% higher than Rejoice

21. 8a. Cream Silk uses Advertising, Sales Promotion, Events & Experiences, Word of Mouth, Interactive Marketing 2 1 1 2 3

22. 8a. Cream Silk’s Hair Dare Tour

23. 8a. Cream Silk’s Hair-Racing Adventure

24. 8a. Cream Silk’s Stand out and get SPOTTED!

25. 8a. Cream Silk Commercials

26. 8a. Cream Silk Commercials

27. 8b. Pantene Commercials

28. 8b. Pantene offers free samples

29. 9. Cream Silk utilizes Unilever’s distribution channels Supermarkets, sari-sari stores, convenience outlets, drugstores Nationwide Pick-up by customers Cash and credit transactions

30. 10. Cream Silk is a Product Leader because of differentiation It offers differentiation because it is sold only in the Philippines and specifically designed for Filipina hair with different hair needs Uses distribution leverage of Unilever

31. 31 10 STEP Marketing Plan for Cream Silk Conditioner Kristian N. Villapando February 2011

32. Cream Silk’s PTM are women who dare to be beautiful Who wants to be admired, look and feel beautiful Can choose among Pantene, Rejoice, Head & Shoulders, L’Oreal, Sunsilk, Clear, 2-in-1 shampoos, and hair salons No other conditioner brand is primarily designed for Filipina hair The market size is PHP 20 billion Dare to be beautiful

33. Cream Silk is a conditioner sold only in the Philippines and primarily designed for Filipina hair Cream is priced 4% less than Pantene and 15% higher than Rejoice Uses Advertising, Interactive Marketing, Events, Word of Mouth & Sales Promotion Distributed Nationwide Uses differentiation Dare to be different