Your SlideShare is downloading. ×
0
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
10 step marketing plan-belo beauty deo
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

10 step marketing plan-belo beauty deo

1,534

Published on

Published in: Business, Health & Medicine
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,534
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
34
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. 1 10 STEP Marketing Plan for Belo Essentials Deodorant Jean Daisy de Guzman June 2013 http://jeandeguzman.blogspot.com
  • 2. This 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. Disclaimer http://jeandeguzman.blogspot.com
  • 3. 1. Belo Essentials Deodorant PTM are women who aspire to have celebrity-like complexions 2. Who want to feel good about themselves by having fair and flawless skin all-over 3. Can choose Rexona, Dove or Block and White 4. Other brands are known only for perspiration control and whitening 5. In the Philippines, the Whitening Sector of of Skincare is an 8.8 billion Peso market Steps 1 to 5 Bringing confidence to every woman http://jeandeguzman.blogspot.com
  • 4. 6. Belo Essentials Deodorant promises to address all common underarm problems 7. Affordable, price range almost equal to that of competitors 8. Uses advertisement, experiences and events 9. Available at leading drug stores, supermarkets and beauty stores 10. Focuses on a niche market Steps 6 to 10 Women put a premium on beauty http://jeandeguzman.blogspot.com
  • 5. 1. Belo Essentials Deodorant’s PTM are women who aspire to have celebrity-like complexions The Belo Essentials woman is: Aged 19-28, Class B and C, Single Career-oriented, dedicated to becoming the best version of themselves, spends a lot of time socializing, aims to be attractive to the opposite sex and to be the envy of other women http://jeandeguzman.blogspot.com
  • 6. 1. Belo Essentials Deodorant’s PTM are women who aspire to have celebrity-like complexions The Belo Essentials woman: Bathes 1-2x a day and is conscious about the smell and look of her underarms Gains confidence in being able to wear sexy outfits http://jeandeguzman.blogspot.com
  • 7. The Belo Essentials woman aspires for confidence to conquer the world 7 Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler I aspire to be admired and to stand-out I want to maintain proper hygiene so that I may be perceived as beautiful
  • 8. 2. Women of today have unique needs, wants & demands Needs: Women need to feel beautiful, to be confident, to be accepted and to achieve Self-Actualization Wants: Women prefer Belo Beauty Deo better than other brands because of Price, Smell, Credibility, Branding and it is the only deodorant in the market that promises to address all common underarm problems http://jeandeguzman.blogspot.com
  • 9. 2. Women of today have unique needs, wants & demands Demands: Women demand whiter and smoother underarms, long-lasting anti-perspirant effect, absence of mark left on clothes and no sticky feeling http://jeandeguzman.blogspot.com
  • 10. 3a. Belo Essentials Deodorant has to work hard in order to be a market leader  Direct: Rexona, Dove, Secret, Block and White, Nivea  Indirect: Underarm and Foot Powders, Tawas, Soap, Alcohol and Nothing  Variables: Price, Packaging, Brand promise of effectiveness, Availability and Brand credibility http://jeandeguzman.blogspot.com
  • 11. 3.b Belo Essential Beauty Deodorant is looking to lead in a niche market 13-18 yrs 19-28 yrs 29-49 yrs High price Low Price Dove Pure Rexona Skin White Belo Price vs. Age Matrix Block&White Mlik Rexona DoveNivea Dove Rexona
  • 12. 3.b Belo Essentials Beauty Deodorant appeals to the vanity of Filipinas Benefit Positioning vs. Brand Matrix
  • 13. Belo Essentials Beauty Deodorant appeals to the vanity of Filipinas Benefit Positioning vs. Brand Matrix Apart from the primary objective of sweat control, competitors mainly focus mainly on whitening and smoothening.
  • 14. 4. Belo Beauty Deo has a good niche market positioning  The Belo Essentials Deodorant is the only product that… -only has 1 variant but promises to address all common underarm problems such as sweat, roughness, chicken skin, redness and darkness -responds to the deeply-rooted demand of Filipinas to have whiter skin -promises celebrity-like underarm appearance at a very affordable cost -communicates to the consumers that using the product would bring them confidence http://jeandeguzman.blogspot.com
  • 15. 4. Belo Essentials Deodorant sets itself apart by being the only “Beauty Deo” The Belo Essentials Deodorant is the only product that gets women to expect MORE from a deodorant by asking the question: “How are your underarms today?” ’Other deodorants may solve one, but only Belo solves all’-Belo Beauty Deo http://jeandeguzman.blogspot.com
  • 16. 4. Extending the ‘Belo Touch’ to the masses -Given that the Belo brand is associated with luxurious skincare, Belo Essentials products make beauty more accessible and affordable to every Filipina -Allows common people to feel that they too only allows Belo to touch their skin http://jeandeguzman.blogspot.com
  • 17. 5a. Given that Filipinas are renowned for being hygienic, it is no surprise that the deodorant market is huge - Of the total deodorant market, Rexona at present holds the lion’s share at 44% - This dominance may be observed in the huge shelf space allocated for their products in most supermarkets - Rexona mini-stick deodorant is expected to hit P550 million this 2013 or 30 percent higher than last year’s P400 million http://jeandeguzman.blogspot.com
  • 18. 5b. Estimate the market size using company data - Estimated total Market Size: 664, 000, 00 - Given that Belo Essentials have only recently been introduces, the company claims that they hold only around 7% market share - Sales of other Belo Essentials products in 2012 amounted to 300M http://jeandeguzman.blogspot.com
  • 19. 5c. Estimated deodorant use -3ml Rexona (Php 6.65) could be used up to 5 times -Php 6.65/5= Php 1.33 per application -Filipinas only use it in the morning= Php 1.3 per use http://jeandeguzman.blogspot.com
  • 20. 6a. The Belo Essentials ‘Beauty’ Deodorant and its Direct Competitors VS. http://jeandeguzman.blogspot.com
  • 21. 6a. The Visibility of Belo Essentials ‘Beauty’ Deodorant in a Major Supermarket -One rack is dedicated solely for Belo Essentials products in one of the country’s major supermarkets -Rack was located near the toothpaste section, an area that was a little bit far away from the deodorant section -This strategy is risky as when people look for deodorant, where they go is in the deodorant section http://jeandeguzman.blogspot.com
  • 22. 6a. The Visibility of Belo Essentials ‘Beauty’ Deodorant in a Major Supermarket -In the deodorant section of the supermarket however, the Belo Essentials Deodorant occupies a very limited, if not totally inconspicuous space—very easy to miss amidst competitor brands http://jeandeguzman.blogspot.com
  • 23. http://jeandeguzman.blogspot.com 6a. The Visibility of Belo Essentials ‘Beauty’ Deodorant in a Major Supermarket Very Limited inventory compared to competitors
  • 24. 6a. The Belo Essentials ‘Beauty’ Deodorant and its Direct Competitors http://jeandeguzman.blogspot.com -As the market leader, it comes as no surprise that Rexona deodorant variants enjoy huge shelf spaces in supermarkets, drugstores and department stores -Rexona products are even sometimes bundled with another Unilever product as a form of promotion
  • 25. 6a. The Belo Essentials ‘Beauty’ Deodorant and its Direct Competitors http://jeandeguzman.blogspot.com -Next to Rexona, Nivea and Dove occupy the largest shelf space in the supermarket given that both brands offer a wide variety of deodorants
  • 26. http://jeandeguzman.blogspot.com 6a. The Belo Essentials ‘Beauty’ Deodorant and its Indirect Competitors VS.
  • 27. 6b. What would make women choose the Belo Beauty Deo? -The Belo Essentials Deodorant is the only deodorant known as a ‘Beauty Deo’—appeals to the vanity of women -Only deodorant that promises to address ALL common Filipina underarm problems -Simple, classy and elegant packaging - Associated with the top Beauty Doctor of the country http://jeandeguzman.blogspot.com
  • 28. 7. Sizing up the Competition (Prices as of June 2013 at an SM Supermarket)  Though the Belo Essentials Deodorant is advertised as a seemingly high- end product, pricing is on the affordable side. http://jeandeguzman.blogspot.com
  • 29. 8a. Belo Essentials Deodorant is working to be recognized 1 2 3 4 http://jeandeguzman.blogspot.com
  • 30. - Given that Dr. Vicki Belo is known as “Doctor to the Stars”, it is no surprise that her brand utilizes Star Power - The brand capitalizes on the ‘celebrity-worship’ tendency of Filipinos by getting popular actresses such as Ann Curtis and Toni Gonzaga to represent the brand 8a. Belo Essentials Deodorant utilizes Star Power http://jeandeguzman.blogspot.com
  • 31. - Arguably the most sought-after actress and endorser in the country, Ann Curtis, talks about the Belo Essentials deodorant: https://www.youtube.com/watch?v=WA 8a. Belo Essentials Deodorant utilizes Star Power http://jeandeguzman.blogspot.com
  • 32. - Top Philippine Fashion blogger, Kryz Uy, featured the Belo Essentials Beauty Deo in her blog, Thirstythought: http://www.kryzuy.com/on-beauty-und 8a. Belo Essentials Deodorant recognizes the power of social media http://jeandeguzman.blogspot.com
  • 33. - Blogger, host and model, Patty Laurel, also did a feature of the Belo Essentials Beauty Deo in her blog last April 2013: http://www.pattylaurel.com/2013/04/un 8a. Belo Essentials Deodorant recognizes the power of social media http://jeandeguzman.blogspot.com
  • 34. - Promotions are done through Social Networking sites such as Facebook, Twitter and Instagram 8a. Belo Essentials Deodorant recognizes the power of social media http://jeandeguzman.blogspot.com
  • 35. - The brand hosts fabulous events and enlists the support of celebrities to raise awareness about the product 8a. The Belo Essentials ‘Beauty’ Deodorant LIVE! http://jeandeguzman.blogspot.com
  • 36. 8b. Rexona empowers the active woman - Rexona generally appeals to friends and to the dynamic woman who lives an active lifestyle http://jeandeguzman.blogspot.com
  • 37. 8b. Dove is all about being clean, real and fresh http://jeandeguzman.blogspot.com - Dove advertisements always make use of ‘real’, relatable women - Image projected is clean and fresh
  • 38. 8b. Nivea focuses on relationships and attraction -Nivea appeals to the consumers by showing how lighter underarms can help attract the opposite sex http://jeandeguzman.blogspot.com
  • 39. 8b. How the ‘Belo appeal’ is different from its competitors http://jeandeguzman.blogspot.com
  • 40. 9. The Belo Essentials ‘Beauty’ Deodorant can do better in terms of its distribution network -Given that the product is relatively new to the market, it lags behind its competitors in terms of its distribution network -Available only in leading supermarkets, selected beauty supply stores and drugstores http://jeandeguzman.blogspot.com
  • 41. 10. The Belo Essentials ‘Beauty’ Deodorant is In it to Win it  Low Cost Producer  Supply and Distribution Leverage  Differentiation  Niche http://jeandeguzman.blogspot.com
  • 42. 42 SUMMARY http://jeandeguzman.blogspot.com
  • 43. 1. Belo Essentials Deodorant PTM are women who aspire to have celebrity-like complexions 2. Who want to feel good about themselves by having fair and flawless skin all-over 3. Can choose Rexona, Dove or Block and White 4. Other brands are known only for perspiration control and whitening 5. In the Philippines, the Whitening Sector of of Skincare is an 8.8 billion Peso market Steps 1 to 5 Bringing confidence to every woman http://jeandeguzman.blogspot.com
  • 44. 6. Belo Essentials Deodorant promises to address all common underarm problems 7. Affordable, price range almost equal to that of competitors 8. Uses advertisement, experiences and events 9. Available at leading drug stores, supermarkets and beauty stores 10. Focuses on a niche market Steps 6 to 10 Women put a premium on beauty http://jeandeguzman.blogspot.com
  • 45. 45 10 STEP Marketing Plan for Belo Essentials Deodorant Jean Daisy de Guzman June 2013 http://jeandeguzman.blogspot.com

×