1
10 STEP
Marketing Plan for
Belo Essentials Deodorant
Jean Daisy de Guzman
June 2013
http://jeandeguzman.blogspot.com
This 10 Step Marketing Plan is part of the mandatory requirements of Prof.
Remigio Joseph De Ungria’s AGSB marketing manag...
1. Belo Essentials Deodorant PTM are women who
aspire to have celebrity-like complexions
2. Who want to feel good about th...
6. Belo Essentials Deodorant promises to
address all common underarm problems
7. Affordable, price range almost equal to t...
1. Belo Essentials Deodorant’s PTM are
women who aspire to have celebrity-like
complexions
The Belo Essentials woman is:
...
1. Belo Essentials Deodorant’s PTM are
women who aspire to have celebrity-like
complexions
The Belo Essentials woman:
Bat...
The Belo Essentials woman
aspires for confidence to conquer
the world
7
Reference: Maslow’s
Hierarcy of Needs
Marketing Ma...
2. Women of today have unique
needs, wants & demands
Needs: Women need to feel beautiful,
to be confident, to be accepted ...
2. Women of today have unique
needs, wants & demands
Demands: Women demand whiter and
smoother underarms, long-lasting
ant...
3a. Belo Essentials Deodorant
has to work hard in order to
be a market leader
 Direct: Rexona, Dove, Secret, Block
and Wh...
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
Pric...
3.b Belo Essentials Beauty Deodorant
appeals to the vanity of Filipinas
Benefit Positioning vs. Brand Matrix
Belo Essentials Beauty Deodorant
appeals to the vanity of Filipinas
Benefit Positioning vs. Brand Matrix
Apart from the
pr...
4. Belo Beauty Deo has a
good niche market positioning
 The Belo Essentials Deodorant is the only product
that…
-only has...
4. Belo Essentials Deodorant
sets itself apart by being the
only “Beauty Deo”
The Belo Essentials Deodorant
is the only pr...
4. Extending the ‘Belo Touch’
to the masses
-Given that the Belo brand is
associated with luxurious
skincare, Belo Essenti...
5a. Given that Filipinas are renowned
for being hygienic, it is no surprise
that the deodorant market is huge
- Of the tot...
5b. Estimate the market size
using company data
- Estimated total Market Size: 664, 000, 00
- Given that Belo Essentials h...
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
-Fili...
6a. The Belo Essentials
‘Beauty’ Deodorant and its
Direct Competitors
VS.
http://jeandeguzman.blogspot.com
6a. The Visibility of Belo
Essentials ‘Beauty’ Deodorant
in a Major Supermarket
-One rack is dedicated solely for Belo
Ess...
6a. The Visibility of Belo
Essentials ‘Beauty’ Deodorant
in a Major Supermarket
-In the deodorant section of the supermark...
http://jeandeguzman.blogspot.com
6a. The Visibility of Belo
Essentials ‘Beauty’ Deodorant
in a Major Supermarket
Very Limi...
6a. The Belo Essentials
‘Beauty’ Deodorant and its
Direct Competitors
http://jeandeguzman.blogspot.com
-As the market lead...
6a. The Belo Essentials
‘Beauty’ Deodorant and its
Direct Competitors
http://jeandeguzman.blogspot.com
-Next to Rexona, Ni...
http://jeandeguzman.blogspot.com
6a. The Belo Essentials
‘Beauty’ Deodorant and its
Indirect Competitors
VS.
6b. What would make women
choose the Belo Beauty Deo?
-The Belo Essentials Deodorant is the only
deodorant known as a ‘Bea...
7. Sizing up the Competition
(Prices as of June 2013 at an SM
Supermarket)
 Though the Belo Essentials Deodorant is adver...
8a. Belo Essentials Deodorant
is working to be recognized
1
2
3
4
http://jeandeguzman.blogspot.com
- Given that Dr. Vicki Belo is
known as “Doctor to the
Stars”, it is no surprise that
her brand utilizes Star Power
- The ...
- Arguably the most
sought-after actress
and endorser in the
country, Ann Curtis,
talks about the Belo
Essentials deodoran...
- Top Philippine Fashion
blogger, Kryz Uy,
featured the Belo
Essentials Beauty Deo
in her blog,
Thirstythought:
http://www...
- Blogger, host and
model, Patty Laurel,
also did a feature of
the Belo Essentials
Beauty Deo in her blog
last April 2013:...
- Promotions are done
through Social
Networking sites such
as Facebook, Twitter
and Instagram
8a. Belo Essentials Deodoran...
- The brand hosts
fabulous events and
enlists the support of
celebrities to raise
awareness about the
product
8a. The Belo...
8b. Rexona empowers the
active woman
- Rexona generally appeals to friends and to the
dynamic woman who lives an active li...
8b. Dove is all about being
clean, real and fresh
http://jeandeguzman.blogspot.com
- Dove advertisements always make use
o...
8b. Nivea focuses on
relationships and attraction
-Nivea appeals to the consumers by showing how
lighter underarms can hel...
8b. How the ‘Belo appeal’ is
different from its competitors
http://jeandeguzman.blogspot.com
9. The Belo Essentials ‘Beauty’
Deodorant can do better in terms
of its distribution network
-Given that the product is re...
10. The Belo Essentials ‘Beauty’
Deodorant is In it to Win it
 Low Cost Producer
 Supply and Distribution Leverage
 Dif...
42
SUMMARY
http://jeandeguzman.blogspot.com
1. Belo Essentials Deodorant PTM are women who
aspire to have celebrity-like complexions
2. Who want to feel good about th...
6. Belo Essentials Deodorant promises to
address all common underarm problems
7. Affordable, price range almost equal to t...
45
10 STEP
Marketing Plan for
Belo Essentials Deodorant
Jean Daisy de Guzman
June 2013
http://jeandeguzman.blogspot.com
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10 step marketing plan-belo beauty deo

  1. 1. 1 10 STEP Marketing Plan for Belo Essentials Deodorant Jean Daisy de Guzman June 2013 http://jeandeguzman.blogspot.com
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 12. 3.b Belo Essentials Beauty Deodorant appeals to the vanity of Filipinas Benefit Positioning vs. Brand Matrix
  13. 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. 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. 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. 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. 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. 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. 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. 20. 6a. The Belo Essentials ‘Beauty’ Deodorant and its Direct Competitors VS. http://jeandeguzman.blogspot.com
  21. 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. 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. 23. http://jeandeguzman.blogspot.com 6a. The Visibility of Belo Essentials ‘Beauty’ Deodorant in a Major Supermarket Very Limited inventory compared to competitors
  24. 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. 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. 26. http://jeandeguzman.blogspot.com 6a. The Belo Essentials ‘Beauty’ Deodorant and its Indirect Competitors VS.
  27. 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. 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. 29. 8a. Belo Essentials Deodorant is working to be recognized 1 2 3 4 http://jeandeguzman.blogspot.com
  30. 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. 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. 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. 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. 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. 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. 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. 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. 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. 39. 8b. How the ‘Belo appeal’ is different from its competitors http://jeandeguzman.blogspot.com
  40. 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. 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. 42 SUMMARY http://jeandeguzman.blogspot.com
  43. 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. 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. 45 10 STEP Marketing Plan for Belo Essentials Deodorant Jean Daisy de Guzman June 2013 http://jeandeguzman.blogspot.com
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