10 Step Marketing Plan for GLOWW

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10 Step Marketing Plan for GLOWW

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Justine Andrea C. Paredes

Print Ad available at OK! Philippines Magazine (June 2007 issue)

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10 Step Marketing Plan for GLOWW

  1. 1. 10 Step Marketing Plan for GLOWW<br />Justine Andrea C. ParedesΙ18 January 2011<br />Advertisement from: OK! Philippines June 2007<br />
  2. 2. 5 StepsPart I: PTM and Positioning<br />Target Market: Working women with skin fatigue<br />NWE: Good health, Beautiful looks, Worry-free lifestyle<br />Choices: Skin whitening and nourishing produts (creams, soaps, injectibles); Dermatology and spa centers<br />Gap: The only product that has a unique proprietary Skin Health and Nutrient (SKHN) Complex<br />Possible Market Size base on Target Population: ~49.3Million<br />
  3. 3. 5 StepsPart II: Marketing Mix and Strategy<br />Product: GLOWW Skin Nourishing Capsule<br />Price:PhP 750.00 based on research<br />Promotion: Print Advertisement and internet<br />Place: Distributed by Metro Drug in all Mercury Drug and leading drugstores nationwide<br />Strategy: The only product that has a unique proprietary Skin Health and Nutrient (SKHN) Complex distributed by Metro Drug<br />
  4. 4. Part 1: PTM and POSITIONING<br />
  5. 5. Part 1: Step 1 of 5<br />Positioning to the <br />Primary Target Market<br />
  6. 6. Primary Target Market<br />Individuals with skin fatigue manifested as dry, rough, dull, pimpled, and wrinkled skin.<br />Demographics:<br />Primarily working women/<br />housewives<br />Aged 25 and above <br />(primarily 25-45 years old)<br />Belong to social class A to B<br />
  7. 7. Primary Target Market<br />Lifestyle<br />Stressed from work or home responsibilities<br />Have poor diet or unhealthy eating patterns(ie. junk food)<br />May have medical conditions<br />Fever<br />Hyperthyroidism<br />Excess glucocorticoid therapy<br />
  8. 8. Primary Target Market<br />Lifestyle<br />Exposed to free radicals from:<br />Tobacco smoking<br />Radiation<br />Drugs (certain antibiotics and antineoplastic agents)<br />Inorganic particles (e.g. asbestos, silica)<br />Air pollutants (e.g. pesticides, solvents, exhaust fumes)<br />
  9. 9. Part 1: Step 2 of 5<br />Needs, Wants, Expectations of Primary Target Market<br />
  10. 10. Needs, Wants, and Expectations<br />Realization of goals<br />Without troubling self with skin problems<br />Look beautiful and admirable<br />Healthy Skin and Good Health<br />
  11. 11. Needs, Wants, and Expectations<br />Freud’s Stages of Personality Development<br />Erikson’s Stages of Personality Development<br />Being physically close to someone without being embarrassed of own skin.<br />Fulfilling one’s work without worrying about stress and its effects on one’s skin.<br />
  12. 12. Needs, Wants, and Expectations<br />Wants:<br />Safety of use<br />Efficacy of product<br />Desired effect on skin<br />Expectations:<br />Value for money<br />Addresses skin problems and prevents its recurrence<br />
  13. 13. Part 1: Step 3 of 5<br />Direct and Indirect Competitors<br />
  14. 14. Competitors<br />Leading players in Philippines skincare market:<br />Sara Lee Corporation<br />Unilever<br />Splash Corporation<br />SOURCE: http://www.reportlinker.com/p0115326/Skincare-in-the-Philippines-to.html<br />
  15. 15. Direct Competitors<br />Other skin nourishing products<br />Glutathione<br />Skin nourishing creams (e.g. By NORISH)<br />Skin nourishing soaps<br />Injectibles<br />Supplements (anti-aging ie. NutriGoji capsules)<br />Vitamins (e.g. Myra E)<br />
  16. 16. Indirect Competitors<br />Dermatologists (Clinics and own products)<br />Spa centers (e.g. The Spa)<br />Beauty products and manufacturers (ie. Olay, Dove, Ponds)<br />Gym and/or exercise<br />
  17. 17. Variables<br />Age<br />Lifestyle<br />Perceived quality<br />Treatment effect and side effects<br />Frequency and convenience of use<br />Product contents<br />Price<br />Packaging<br />Availability and Accessibility<br />
  18. 18. Competitive Position Map<br />2 Most Critical Variables:<br />Price<br />Perceived Quality<br />Data not available from Print Ad.<br />
  19. 19. Part 1: Step 4 of 5<br />Gap between Customer and Competitors<br />
  20. 20. GLOWW’s Competitive Advantage<br />Gloww is the first complete skin nourishing formula that fights skin fatigue.<br />It contains a unique proprietary Skin Health and Nutrient (SKHN) Complex licensed by Mega Lifesciences, Australia.<br />
  21. 21. Part 1: Step 5 of 5<br />Market Size<br />
  22. 22. Market Size<br />Data not available from Print Ad.<br />Based on Research:<br />Philippine population = 88,574,614 in August 2007; 94.01 million (estimated) in 2010 (National Statistics Office).<br />Women = 46.7 million (estimated) in 2010 (National Statistics Coordination Board, 2010).<br />Working women = 49.3 million (NSO, Oct 2009).<br />Possible Skincare Market Size (in target pop’n) = ~49.3 Million<br /> SOURCE: http://www.nscb.gov.ph/factsheet/pdf10/Women_Men_March2010.pdf<br />
  23. 23. Part 2: Marketing Mix and Strategy<br />
  24. 24. Part 2: Step 6 of 10<br />Product<br />
  25. 25. GLOWW<br /><ul><li>Content: Skin Health and Nutrient Complex formulation.
  26. 26. Indication: For Skin Fatigue
  27. 27. 5 Vital Skin Nourishing Components:
  28. 28. Collagen Strengthening
  29. 29. Skin Waste Detoxifier
  30. 30. Blood Circulation Enhancer
  31. 31. UV Protectant Providing Lycopene
  32. 32. Free Radical Defense</li></li></ul><li>GLOWW<br /><ul><li>Contains 11 essential nutrients:
  33. 33. Marine Protein
  34. 34. Hydrolyzed Collagen
  35. 35. Horsetail Extract
  36. 36. Green Tea Extract
  37. 37. Grape Seed Extract
  38. 38. Lemon Bioflavonoids
  39. 39. Tomato Extract
  40. 40. D-Salina Extract
  41. 41. Pine Bark Extract
  42. 42. Vitamin C
  43. 43. Vitamin E</li></li></ul><li>GLOWW<br /><ul><li>Administration: 2 capsules everyday for 2 months; taken with food.
  44. 44. Effects on Skin:
  45. 45. Color increase by 40%
  46. 46. Luminosity increase by 21%
  47. 47. Brightness increase by 51%
  48. 48. Transparency increase by 24%</li></li></ul><li>GLOWW<br /><ul><li>Data not available in Print Ad:
  49. 49. Dosage
  50. 50. Contraindication
  51. 51. Special Precaution
  52. 52. Adverse Drug Reactions (capable of producing immediate-type hypersensitivity based on research
  53. 53. Price (PhP 750.00 based on research)</li></li></ul><li>Part 2: Step 7 of 10<br />Price<br />
  54. 54. Price<br />Data not available in Print Ad.<br />Gloww 10’s = PhP750.00 based on research.<br />
  55. 55. Part 2: Step 8 of 10<br />Promotion<br />
  56. 56. Present Promotional Strategies<br />Print Advertisement (from OK! Philippines June 2007)<br />Internet<br />
  57. 57. Proposed Marketing Strategies<br />Advertise in leading newspapers and other magazines. <br />
  58. 58. Proposed Marketing Strategies<br />Set-up websites or social networking pages<br />
  59. 59. Proposed Marketing Strategies<br />Direct Marketing<br />
  60. 60. Proposed Marketing Strategies<br />Use celebrities in advertisements<br />
  61. 61. Competitor’s Promotions<br />Data not available in Print Ad.<br />
  62. 62. Part 2: Step 9 of 10<br />Place<br />
  63. 63. Place<br />Available in all Mercury Drug and other leading drugstores nationwide<br />Distributed by Metro Drug<br />
  64. 64. Part 2: Step 10 of 10<br />Generic Winning Strategy<br />
  65. 65. Generic Winning Strategy<br />Glowwis the first complete skin nourishing formula that fights skin fatigue.<br />It contains a unique proprietary Skin Health and Nutrient (SKHN) Complex.<br />It is distributed by Metro Drug in all leading drugstores nationwide.<br />
  66. 66. SUMMARY<br />
  67. 67. 5 StepsPart I: PTM and Positioning<br />Target Market: Working women with skin fatigue<br />NWE: Good health, Beautiful looks, Worry-free lifestyle<br />Choices: Skin whitening and nourishing produts (creams, soaps, injectibles); Dermatology and spa centers<br />Gap: The only product that has a unique proprietary Skin Health and Nutrient (SKHN) Complex<br />Possible Market Size base on Target Population: ~49.3Million<br />
  68. 68. 5 StepsPart II: Marketing Mix and Strategy<br />Product: GLOWW Skin Nourishing Capsule<br />Price:PhP750.00 based on research<br />Promotion: Print Advertisement and internet<br />Place: Distributed by Metro Drug in all Mercury Drug and leading drugstores nationwide<br />Strategy: The only product that has a unique proprietary Skin Health and Nutrient (SKHN) Complex distributed by Metro Drug<br />
  69. 69. 10 Step Marketing Plan for GLOWW<br />Justine Andrea C. ParedesΙ18 January 2011<br />Advertisement from: OK! Philippines June 2007<br />

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