10 Step Marketing Plan Head & Shoulders Brian Garcia February 17, 2011
Step 1- Primary Target Market <ul><li>Male and female with dandruff problems </li></ul><ul><li>18 to 35 years old </li></u...
Step 2- Needs, Wants and Demands of the Primary Target Market <ul><li>Health (Safety) </li></ul><ul><li>Hygiene (Safety) <...
Step 3- Competition and Competitive Position Map <ul><li>Direct- Clear, Palmolive, Creamsilk, Nizoral, Gard </li></ul><ul>...
Step 4- What is the gap, the opportunity and how will you position
Step 5- What is the size of the market from the 3 C perspectives (customer, company and competition) <ul><li>Php24 billion...
Step 6- Product <ul><li>Anti-dandruff shampoo, reduces hair fall </li></ul><ul><li>Variants </li></ul><ul><ul><li>Classic ...
Step 7- Promo <ul><ul><li>TV ads </li></ul></ul><ul><ul><li>Print Ads ( but no billboards) </li></ul></ul><ul><ul><li>Sale...
Step 8- Price: How is the product priced vs. competition. If the product has several variants and sizes, how is it general...
Step 9- Place <ul><li>Supermarkets </li></ul><ul><li>Drugstores </li></ul><ul><li>Sari-Sari stores </li></ul><ul><li>Conve...
Step 10- What is the generic winning strategy- Low Cost Producer? Supply & Distribution Leverage, Differentiation, Niche? ...
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10 step marketing plan head&shoulders brian garcia

  1. 1. 10 Step Marketing Plan Head & Shoulders Brian Garcia February 17, 2011
  2. 2. Step 1- Primary Target Market <ul><li>Male and female with dandruff problems </li></ul><ul><li>18 to 35 years old </li></ul><ul><li>BCD social class </li></ul><ul><li>Lead an active lifestyle </li></ul>
  3. 3. Step 2- Needs, Wants and Demands of the Primary Target Market <ul><li>Health (Safety) </li></ul><ul><li>Hygiene (Safety) </li></ul><ul><li>Self-Esteem (Esteem) </li></ul><ul><li>Sense of belongingness (Belonging) </li></ul><ul><li>Confidence (Esteem) </li></ul>
  4. 4. Step 3- Competition and Competitive Position Map <ul><li>Direct- Clear, Palmolive, Creamsilk, Nizoral, Gard </li></ul><ul><li>Indirect- </li></ul><ul><li>Variables- Price, Scent, Mother Brand, Needs addresed </li></ul>
  5. 5. Step 4- What is the gap, the opportunity and how will you position
  6. 6. Step 5- What is the size of the market from the 3 C perspectives (customer, company and competition) <ul><li>Php24 billion </li></ul>
  7. 7. Step 6- Product <ul><li>Anti-dandruff shampoo, reduces hair fall </li></ul><ul><li>Variants </li></ul><ul><ul><li>Classic Clean </li></ul></ul><ul><ul><li>Citrus Breeze </li></ul></ul><ul><ul><li>Ocean Lift </li></ul></ul><ul><ul><li>Refresh </li></ul></ul><ul><ul><li>Extra Volume </li></ul></ul><ul><ul><li>Etc </li></ul></ul>
  8. 8. Step 7- Promo <ul><ul><li>TV ads </li></ul></ul><ul><ul><li>Print Ads ( but no billboards) </li></ul></ul><ul><ul><li>Sales Promotions - Product bundling and Multi brand commercial innovation (e.g. bundle with Whisper and Safeguard) </li></ul></ul><ul><ul><li>Events and sponsorships - sporting events (e.g. Fights of Manny Pacquiao) </li></ul></ul><ul><ul><li>Public Relations and Publicity - Supports outreach such as shampoo donation for prisoners </li></ul></ul><ul><ul><li>Social Media – use of Facebook, blogs etc, website </li></ul></ul>
  9. 9. Step 8- Price: How is the product priced vs. competition. If the product has several variants and sizes, how is it generally priced (premium, parity or discount)
  10. 10. Step 9- Place <ul><li>Supermarkets </li></ul><ul><li>Drugstores </li></ul><ul><li>Sari-Sari stores </li></ul><ul><li>Convenience stores </li></ul>
  11. 11. Step 10- What is the generic winning strategy- Low Cost Producer? Supply & Distribution Leverage, Differentiation, Niche? <ul><li>Supply and Distribution Leverage </li></ul>
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