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

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