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10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
10 step-marketing-plan-dove-mitra-eftekhar
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10 step-marketing-plan-dove-mitra-eftekhar

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  • 1. 10 STEP Marketing Plan for Dove<br />MitraEftekhar<br />February 2011<br />1<br />www.mitraeftekhar.blogspot.com<br />
  • 2. This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.<br />The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.<br />When appropriate, data are “masked” so as not to create unexpected conflicts.<br />The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.<br />Disclaimer<br />www.mitraeftekhar.blogspot.com<br />
  • 3. Steps 1 to 5Summary headline of your PTM and market<br />PTM: Women 20-35 Y O, Class A & B<br />They want soft, beautiful skin<br />Choices: Olay, Nivea, Palmolive, Safeguard, Maxi-Peel, Silka, Johnson's, Belo, Vaseline<br />Dove Cleanses and Softens <br /> with ¼ moisturizing cream<br />The market size is $2.5, <br /> Dove Niche is $0.9 Billion<br />www.mitraeftekhar.blogspot.com<br />
  • 4. Steps 6 to 10Summary headline of the marketing mix & strategy<br />The only soap bar with ¼ <br /> moisturizing cream.<br />100 gr @ P 40, 135 gr @ P 50 <br />Self esteem Campaign, <br /> 7 days with no mirrors challenge <br />Supermarkets, Sari-Sari store, Nationwide <br />Niche strategy to win<br />www.mitraeftekhar.blogspot.com<br />
  • 5. 1. Describe the primary target market (PTM)<br />Demographics (Female 20 to 35 years old, A & B class, Single or Married)<br />Lifestyle (Socially active either w/wo Job)<br />Behavior (3 - 7 x per week, keeping their skin moisturized while cleansing)<br />www.mitraeftekhar.blogspot.com<br />
  • 6. 2. PTM needs to have a beautiful and clean skin<br />My skin is moisturized, <br />beautiful & clean<br />Reference: Maslow’s Hierarcy of Needs Marketing Management, 11thed, Philip Kotler<br />www.mitraeftekhar.blogspot.com<br />
  • 7. 2. PTM’s needs, wants & demands <br />Needs: Women need to be confident of their look and have a healthy beautiful skinin respond to their self esteem needs<br />Wants: Woman 20 to 35 choose Dove as it is the only beauty soap with ¼ moisturizing cream, smells good, no soap residues after wash, difference making promise in 7 days, price, availability<br />Demands: Soft, moisturized and healthy skin, Good smell, White skin, No remains after wash, known brand, have an appealing look<br />www.mitraeftekhar.blogspot.com<br />
  • 8. 3a. Direct and indirect products that address my PTM’s NWD<br />Direct: Olay, Nivea, Palmolive, Safeguard, Maxi-Peel, Silka, Johnson's, Belo, Vaseline<br />Indirect: Body wash, Body scrub, Shampoo, Water<br />Variables: Brand, Price, Availability, Whitening, expected change when constantly used, product specifications, smell, <br />www.mitraeftekhar.blogspot.com<br />
  • 9. 3b. Create 2 Positioning Maps<br />www.mitraeftekhar.blogspot.com<br />
  • 10. 4. Dove can position strongly by differenciation<br />Dove is the only soap <br />that has ¼ moisturizing cream<br />Promises not to leave any residues on skin<br />This products will make skin more attractive by cleansing and keeping it moisturized <br />Olay is also promising change in skin appearance after 7 washes.<br />Most of the soaps are said to whiten skin which can be harsh in contact and make it dry after constant use<br />www.mitraeftekhar.blogspot.com<br />
  • 11. 5a. Estimate the market size using competitor data<br /> Beauty and personal care sales were US$2.26 billions 2008-2009, with a 2% rise year on year.<br /> 2010-2011  2.26*1.04= $2.36 billion<br />http://www.cosmeticsbusiness.com/technical/article_page/South_East_Asia__strength_in_diversity/57169<br />www.mitraeftekhar.blogspot.com<br />
  • 12. 5b. Estimate the market size using company data<br />Claimed market share: 45%<br />Historical sales: $0.9 Billion in 2010<br />Total market size $0.9 Bn/0.45 <br />= $2 Billion <br />www.mitraeftekhar.blogspot.com<br />
  • 13. 5c. Estimate the market size using customer data<br />80’000’000 Filipinos from age 5 to 65 <br />3 times use per week<br />$1 soap per month  $0.25 soap per week<br />80’000’000*3* 0.25*52= $3.12 billion<br />http://www.bles.dole.gov.ph/2009%20Publications/2009%20YLS/statistical%20tables/Chapter%2001/TAB1-3.PDF<br />www.mitraeftekhar.blogspot.com<br />
  • 14. 5. Market size of $2.50 Billion <br />Average of:<br />Competitor data= $2.36 Billion<br />Company data = $2 Billion<br />Customer Usage data = $3.12 Billion<br />www.mitraeftekhar.blogspot.com<br />
  • 15. 6a. Photo of product category<br />www.mitraeftekhar.blogspot.com<br />
  • 16. 6b. Dove Soap Specification<br />The only soap bar with ¼ moisturizing cream.<br />Leaves no soap residues when used in hard water.<br />Only Dove has patented cleansing technology<br />75, 100, 135 gr soap bar<br />Ph between 6.5 to 7.5<br />www.mitraeftekhar.blogspot.com<br />
  • 17. 6b. Dove Soap range<br />Dove Go Fresh Energizing Beauty Bar<br />Dove Go Fresh Moisturizing Beauty Bar<br />Dove Fresh Moisture Bar<br />Dove Gentle Exfoliating Cream Bar<br />Dove Cream Beauty Bar Blue<br />Dove Cream Bar Pink<br />Dove Cream Bar Extra Sensitive<br />www.mitraeftekhar.blogspot.com<br />
  • 18. 7. Price<br />Dove Fresh Moisture Bar 100g: P40.00 <br />Dove Energizing Beauty Bar 100g: P40.00 <br />Dove Gentle Exfoliating Cream Bar 100g: P40.00 <br />Dove Cream Beauty Bar Blue 100g: P40.00 <br />Dove Cream Beauty Bar Blue 135g: P50.00 <br />Dove Cream Bar Pink 100g: P40.00 <br />Dove Cream Bar Pink 135g: P50.00 <br />Dove Cream Bar Extra Sensitive 100g: P40.00 <br />Dove Cream Beauty Bar Blue 75g: P30.00 <br />www.mitraeftekhar.blogspot.com<br />
  • 19. 7. Competitor Price Comparison<br />www.mitraeftekhar.blogspot.com<br />
  • 20. 7. Competitor Price Comparison in percent<br />www.mitraeftekhar.blogspot.com<br />
  • 21. 7. Price<br />Dove is among the high offers in the market. <br />It’s emphasizing on the ¼ moisturizing cream to differentiate itself from the others.<br />As the 10th anniversary, dove reduced it’s prices:<br />100 gr soap bar from P 55 to P 40<br />135 gr soap bar from P 63 to P 50<br />www.mitraeftekhar.blogspot.com<br />
  • 22. 8a. Which of these modes does your product use?<br />2<br />1<br />4<br />3<br />www.mitraeftekhar.blogspot.com<br />
  • 23. 8a. SelfeSteem Campaign<br />The Campaign for Real Beauty is a global effort to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty; to embrace all definitions of beauty.<br />www.mitraeftekhar.blogspot.com<br />
  • 24. 8b. Competitor promo<br />www.mitraeftekhar.blogspot.com<br />
  • 25. 9. Place<br />Where is your product available?<br />Supermarkets, sari-sari stores, convenience outlets, drugstores<br />Nationwide<br />www.mitraeftekhar.blogspot.com<br />
  • 26. 10. What is the generic winning strategy?<br />Which of the 4 strategies are being used? <br />Niche<br />Differentiation <br /> (¼ moisturizing and no soap residue)<br />www.mitraeftekhar.blogspot.com<br />
  • 27. 27<br />SUMMARY<br />www.mitraeftekhar.blogspot.com<br />
  • 28. Steps 1 to 5Summary headline of your PTM and market<br />PTM: Women 20-35 Y O, Class A & B<br />They want soft, beautiful skin<br />Choices: Olay, Nivea, Palmolive, Safeguard, Maxi-Peel, Silka, Johnson's, Belo, Vaseline<br />Dove Cleanses and Softens <br /> with ¼ moisturizing cream<br />The market size is $2.5, <br /> Dove Niche is $0.9 Billion<br />www.mitraeftekhar.blogspot.com<br />
  • 29. Steps 6 to 10Summary headline of the marketing mix & strategy<br />The only soap bar with ¼ <br /> moisturizing cream.<br />100 gr @ P 40, 135 gr @ P 50 <br />Self esteem Campaign, <br /> 7 days with no mirrors challenge <br />Supermarkets, Sari-Sari store, Nationwide <br />Niche strategy to win<br />www.mitraeftekhar.blogspot.com<br />
  • 30. 10 STEP Marketing Plan for Dove<br />MitraEftekhar<br />February 2011<br />30<br />www.mitraeftekhar.blogspot.com<br />

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