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Print Ad-based Marketing Plan.Facial Care

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  • 1. 10 STEP Marketing Plan for facial care center’s Laserlight Underarm Hair Removal Ronald M. Macapinlac ASMPH 2012 18 January 2011
  • 2. Product: Laser light underarm hair removal The advertisement appeared last 17 January 2011 on Monday at the Philippine Daily Inquirer , page A3
  • 3. 5 Steps for Part 1 (PTM and Positioning)
      • PTM: Women with active and busy lifestyle
      • Most women are obsessed with their underarms
      • Women who want to stop shaving and waxing which are time-consuming and painful
      • Shaving arm makes underarms rough and ugly
      • Little time investment for a lifetime reward
      • Women want smooth, whiter, hair-free underarms
  • 4. 5 Steps for Part 1 (PTM and Positioning)
      • No more stubbles and chicken skin with this laserlight underarm hair removal
      • Smooth and hair-free skin for a lifetime
      • Gap: Service that offers lifetime reward
      • Market potential: no data
  • 5. 5 Steps for Part 1 (Marketing Mix and Strategy)
      • Laserlight offers a new year’s resolution for women
        • To stop shaving for good
      • 50% discount on underarm permanent hair removal
      • Print ads, website, call center
      • Branches all over the Metro
      • For women with active and busy lifestyle
  • 6. 5 Steps for Part 1 (Marketing Mix and Strategy)
      • Laserlight offers a new year’s resolution for women
        • To stop shaving for good
      • 50% discount on underarm permanent hair removal
      • Incredibly smooth skin
        • No more ingrown hair or chicken skin
      • White and hair-free skin from year 2011 and the years to follow
  • 7. Positioning to the Primary Target Market
      • Part 1:
        • Steps 1 to 5
  • 8. 1. Laserlight’s PTM are
      • Demographics: no specific data but based from the ad, it targets working class women
      • Lifestyle: active and busy
      • Behavior: women who wants to avoid the painful and time-consuming steps in shaving and waxing their underarms
  • 9. 2. Target market’s NWE
      • Needs:
        • an hair-free underarms
      • Wants
        • An alternative to waxing and shaving
      • Expectations
        • Lifetime rewards with a little time investment
  • 10. Having confidence with hair-free underarms
  • 11. 3a. Competitors
      • Direct
        • Beauty salons, other beauty clinics such as Calayan’s, Belo Medical Clinic, Waxing Salon, other clinics offering alternative methods of hair removal such as IPL and electrolysis
      • Indirect
        • Cream and wax strips
      • Variables
        • Age, time, income, accessibility, price, testimonials
  • 12. 3b. Competitive Position Map
      • Price versus rewards
      • Time versus rewards
  • 13. 4. Closing the gap
      • Underarm permanent hair removal
  • 14. 5. Market size estimation
      • No data given
  • 15. The Marketing Mix Strategy
      • Part 2:
        • Steps 6 to 10
  • 16. 6a. Other major players
      • Belo Medical Clinic
      • Calayan Aesthetic Center
  • 17. 6b. Product description
      • Facial care center is known for modern skin innovations and for exceptional service.
      • Laserlight is an alternative method to shaving; it offers permanent underarm hair removal.
  • 18. 7&8a. Rates/price/promo
      • No price given
      • 50% discount price upon enrollment from January 17-22, 2011
      • Print ads, website, call center
  • 19. 8b. Competitors’ promo
  • 20. 9. Place
  • 21. 10. Generic winning strategy
      • PTM: Women with active and busy lifestyle
      • Most women are obsessed with their underarms
      • Shaving and waxing which are time-consuming and painful
      • Little time investment for a lifetime reward
      • Discount price, call centers, ads, websites, testimonials
  • 22. Summary
      • PTM are women with active and busy lifestyle.
      • Gap is woman wants underarm permanent hair removal method.
      • Laserlight method offers lifetime benefit with little time investment.
      • Branches available all over the Metro.
  • 23. Summary
      • 50% discount promo upon enrollment
      • Call centers, print ads, discount promos as strategies
  • 24. 10 STEP Marketing Plan for facial care center’s Laserlight Underarm Hair Removal Ronald M. Macapinlac ASMPH 2012 18 January 2011