10 step marketing plan head&shoulders brian garcia

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