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Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
Juicy Ayo Sulit 10 step marketing plan
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Juicy Ayo Sulit 10 step marketing plan

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  1. 10 STEP MARKETING PLANFOR VASELINE PETROLEUMJELLY (PHILIPPINES) Ayo Sulit November 2012 ph.linkedin.com/in/ayosulit
  2. DISCLAIMERThis 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. ph.linkedin.com/in/ayosulit
  3. Catering to the Families…1. Target Market: Families, particularly ones that have children2. NWD: To have healthy, beautiful skin for the whole family3. Competitors: Apollo, Specialty soaps, Healing creams, moisturizers, lotions4. Gap: All-in-one product for skin care5. Market: Unilever annual sales are 27 billion, Vaseline Petroleum Jelly has an estimated market share of 90% for its product. ph.linkedin.com/in/ayosulit
  4. Families pay for skin health6. Product: Vaseline 100% Pure Petroleum Jelly (VPJ)7. Price: P219.75 for 368g conatiner8. Promo: Newspaper Advertisements, Events & Experiences9. Place: Distributed nationwide in department stores and cosmetic stores10. Strategy: VPJ is the market-leader due its leverage of supply and distribution, and is the top in its niche ph.linkedin.com/in/ayosulit
  5. Primary Target Market Demographics: 18-60 year old Female preferably with children, Class A/B/C, Single or Married. Lifestyle: Single females who are career-driven and always on the go; Mothers who manage the family’s groceries including skin care products. Behavior: Used for almost any skin concerns such as rashes, dryness/chapped skin, cuts & wounds, fine/dry lines, windburn. Amount used depends on the skin concern. Can be used everyday. ph.linkedin.com/in/ayosulit
  6. My PTM Needs I am able to take care of my self/entire familyMy/ my family’s skin will always be protected Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler 6 ph.linkedin.com/in/ayosulit
  7. 2. PTM’s Needs, Wants & DemandsNeeds: Females find the need to take care of their own skin’s safety, as for Mothers- their family skin’s safety, and achieve self-actualizationWants: Females/Mothers prefer VPJ over any other petroleum jelly and skin care products because of the credibility and awareness of the company and brand itself, price, quality, usefulnessDemands: Females/Mothers demand an all-in-one product that caters to all skin concerns (healing, maintaining, protecting) for their selves and their families, safe to use on most parts of the body, child- friendly product kid-f ph.linkedin.com/in/ayosulit
  8. 3.The petroleum jelly industry has fewcompetitors Direct: Apollo Pure Petrloeum Jelly , Babyflo, Sureaid Indirect: Specialty soaps, healing creams, lip balms/gloss, moisturizers, lotions Variables: Age, Price, Size of container, Availability, Product Versatility , Benefits, Packaging, Frequency of use ph.linkedin.com/in/ayosulit
  9. 2x2 competitive position map for Petroleum Jelly in Philippines Price vs. Age MatrixPrice/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs upAgeMatrixHigh VASELINE VASELINEprice VASELINE Babyfl Babyfl Babyfl Babyfl Babyfl Babyfl oo ooLow oo Apollo ApolloPrice Apollo Sure Sure Sure Sure aid aid aid aid ph.linkedin.com/in/ayosulit
  10. Benefit Positioning vs. Brand Map forPetroleum Jelly in the Philippines ph.linkedin.com/in/ayosulit
  11. 4. The gap between customers andcompetitionWhere is the marketing opportunity?- Vaseline Petroleum Jelly is not limited for female or baby use only, even Men can benefit from the skin healing, protecting and rejuvenating qualities of VPJ.What NWDs are not being addressed?- One thing that can be addressed is the versatility of the VPJ as a complete skin care product. Also, VPJ can be heavily used for sports (cuts/bruises/wounds) and intimate activities as well.What can be the unique selling proposition for the new product?- “Your complete, all-in-one skin care you can bring anywhere!”- ph.linkedin.com/in/ayosulit
  12. 5a. Market Data Research1. Unilever sales for the year was over P27 billion from 17 brands, from Axe to Vaseline2. Unilever Philippines held the leading position in skin care in 2011, with a 27% share of sales in value terms. Its Pond’s, Vaseline and Dove brands continued to produce healthy revenue for the company3. Urban consumers used 67.8% of the total skincare products sold in the Philippines ph.linkedin.com/in/ayosulit
  13. 5a. Market Data Research Referenceshttp://www.reportbuyer.com/consumer_goods_retail/cosmetics_grooming/skincare/skincare_philippines _market_forecast_consumer_demographics.htmlhttp://www.researchandmarkets.com/reports/1524137/skincare_in_the_philippines_market_forecast_an dhttp://www.euromonitor.com/skin-care-in-the-philippines/reporthttp://www.abs-cbnnews.com/business/04/06/08/unilever’s-new-chief-sees-robust-sales-sustained ph.linkedin.com/in/ayosulit
  14. 5b. Based on Unilever date, where VPJshare is 27%, total market size is P5.5billion1. Unilever Philippines sales data: Vaseline Petroleum Jelly may be at P1.5 billion2. Unilever claims market share of 27%3. Then total petroleum jelly market size is P1.5 billion/0.27 = P5.5 billion ph.linkedin.com/in/ayosulit
  15. 5c. Consumer data indicates a sizeof P13 billionPetroleum Jelly consumption: Roughly assuming that around 5 million Filipinos can finish a 368g at cost 219.75 container of Vaseline Petroleum Jelly every 2 months: 5M x 219.75 x 6 = P6.6 billion ph.linkedin.com/in/ayosulit
  16. 5. Concluded that petroleum jellymarket is P5 billion1. Competitor data= P 5 billion2. Company data = P 5.5 billion3. Customer Usage data = P 6.6 billion ph.linkedin.com/in/ayosulit
  17. 6a. Photo of product category Other products from brand variants ph.linkedin.com/in/ayosulit
  18. 6a. Photo of product competitors ph.linkedin.com/in/ayosulit
  19. 6b. Product Description Manufactured by Chesebrough Mannufacturing Company, until Unilever bought the company in 1987 For 140 years, it has been ultimate skin tool for multiple uses Made using a unique triple purification process which creates pure petroleum jelly that naturally works with skin Can be used in skin and even on face Contains no colors, fragrances or irritants. Hypoallergenic and non- comedogenic Key active ingredient: 100% White Petrolatum USP Sizes: 49g, 106g, 212g, and 368g Variants: Cocoa Butter and Baby ph.linkedin.com/in/ayosulit
  20. 7. PriceBrand 25g 50g 100g 200g 368g VariantsVaseline P64 P115.85 P164.50 P219.75 3 Apollo P26.50 P44 P77.85 P127.50 1Babyflo P30.75 P93.55 P150,65 3Sureaid P24 P74 2 ph.linkedin.com/in/ayosulit
  21. 8a. Which of these modes does yourproduct use? 1 1 4 4 2 2 3 3 ph.linkedin.com/in/ayosulit
  22. 8. Promotions  There are no readily available advertisements for Vaseline Petroleum Jelly, but there are plenty for the company brand Vaseline.  Perhaps if VPJ ads were more prevalent in print, radio or TV, product awareness would be a lot higher. ph.linkedin.com/in/ayosulit
  23. 8. Promotions http://www.youtube.com/watch?v=_V9hDR8XDDw&feature=related ph.linkedin.com/in/ayosulit
  24. 8. Promotions http://www.youtube.com/watch?v=B4bqv1eVHXs ph.linkedin.com/in/ayosulit
  25. 8. Promotions http://www.youtube.com/watch?v=DXwyisO-p1s ph.linkedin.com/in/ayosulit
  26. 8. Promotions http://www.youtube.com/watch?v=uN_i9DFP0HU ph.linkedin.com/in/ayosulit
  27. 8. Promotional Event: Global Hand WashDay ph.linkedin.com/in/ayosulit
  28. 8. Promotional Event: Vaseline Men Xterra ph.linkedin.com/in/ayosulit
  29. 8b. Competitor promo Apollo petroleum jelly ph.linkedin.com/in/ayosulit
  30. 8b. Competitor promo  There are no available advertisements directly for Babyflo and Sureaid (Watsons only) ph.linkedin.com/in/ayosulit
  31. 9. PLACE Vaseline Petroleum Jelly is available in:  Department stores  Cosmetic stores  Specialty shops (U.S. imports) Available Nationwide Can be purchased online using credit card payment/paypal ph.linkedin.com/in/ayosulit
  32. 10. What is the generic winningstrategy? Vaseline Petroleum Jelly relies on its well-known brand as the market leaders in Petroleum Jelly and the original product. Its strategy is to make the niche market of 18-60 females be aware of its brand and significant yet versatile use of the product. VPJ benefits from Unilever’s distribution leverage in the industry. ph.linkedin.com/in/ayosulit
  33. SUMMARY 33ph.linkedin.com/in/ayosulit
  34. Catering to the Families…1. Target Market: Families, particularly ones that have children2. NWD: To have healthy, beautiful skin for the whole family3. Competitors: Apollo, Specialty soaps, Healing creams, moisturizers, lotions4. Gap: All-in-one product for skin care5. Market: Unilever annual sales are 27 billion, Vaseline Petroleum Jelly has an estimated market share of 90% for its product. ph.linkedin.com/in/ayosulit
  35. Families pay for skin health6. Product: Vaseline 100% Pure Petroleum Jelly (VPJ)7. Price: P219.75 for 368g conatiner8. Promo: Newspaper Advertisements, Events & Experiences9. Place: Distributed nationwide in department stores and cosmetic stores10. Strategy: VPJ is the market-leader due its leverage of supply and distribution, and is the top in its niche ph.linkedin.com/in/ayosulit
  36. 10 STEP MARKETING PLANFOR VASELINE PETROLEUMJELLY (PHILIPPINES) Ayo Sulit November 2012 ph.linkedin.com/in/ayosulit

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