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10 step marketing plan  head&shoulders brian garcia
 

10 step marketing plan head&shoulders brian garcia

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    10 step marketing plan  head&shoulders brian garcia 10 step marketing plan head&shoulders brian garcia Presentation Transcript

    • 10 Step Marketing Plan Head & Shoulders Brian Garcia February 17, 2011
    • Step 1- Primary Target Market
      • Male and female with dandruff problems
      • 18 to 35 years old
      • BCD social class
      • Lead an active lifestyle
    • Step 2- Needs, Wants and Demands of the Primary Target Market
      • Health (Safety)
      • Hygiene (Safety)
      • Self-Esteem (Esteem)
      • Sense of belongingness (Belonging)
      • Confidence (Esteem)
    • Step 3- Competition and Competitive Position Map
      • Direct- Clear, Palmolive, Creamsilk, Nizoral, Gard
      • Indirect-
      • Variables- Price, Scent, Mother Brand, Needs addresed
    • 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)
      • Php24 billion
    • Step 6- Product
      • Anti-dandruff shampoo, reduces hair fall
      • Variants
        • Classic Clean
        • Citrus Breeze
        • Ocean Lift
        • Refresh
        • Extra Volume
        • Etc
    • 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
    • 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)
    • Step 9- Place
      • Supermarkets
      • Drugstores
      • Sari-Sari stores
      • Convenience stores
    • Step 10- What is the generic winning strategy- Low Cost Producer? Supply & Distribution Leverage, Differentiation, Niche?
      • Supply and Distribution Leverage