10 step marketing plan for Close up Toothpaste 2011

10 STEP Marketing Plan for CLOSE-UP Bong De Ungria January 2011See the Simplified Guide to 10 Step Marketing Planshttp://www.hypermarketing2.com/2011/02/vcoach-bong-de-ungrias-10-step.html

DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. De Ungria’s 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.

Steps 1 to 5Coming close to the teens…1. Close-up PTM are “teens at heart”2. Who want to feel confident up-close to their preferred sex.3. Can choose Colgate & Happee4. Gap is all other brands are more known for preventing tooth decay & providing savings5. The market size is P 15 Billion. Close-up niche is P3 Billion.

Steps 6 to 10Teens pay for confidence6. Close-up is a colorful toothpaste gel and mouthwash in 17. Is priced 10% less than Colgate but 30% more than Hapee8. Uses TV, events & experiences9. Is distributed nationwide10. Uses niche approach to win

1.Close-up primary targetmarket (PTM) are “teens” atheart 13-24 years old, social class AB and C, single without kids Studying or just starting work, actively dating or pa-cute towards the preferred sex Brush 3x a day, and demand long lasting fresh breath and white teeth to gain that extra confidence

PTM needs to be loved by their special someone… Self-Actualization Needs (Self-DevelopmentI am happy when I have & Realization) a romantic partner Esteem Needs (Recognition, Status) I want to be loved Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological needs (food, water, shelter) Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

2. Teens have uniqueneeds, wants & demandsTeens “desperately” need to belong, to be loved, gain self-Esteem, and achieve Self -actualizationTeens prefer, choose Close-up over other toothpastes because of Taste, Freshness, Color, packaging, price, credibility& awareness of company, brand promise of confidence up close; PDA approval,Teens demandWhiter teeth, Fresher breath, no tooth decay, long lasting, More confidence to come close to the their preferred sex, Feel more sexually attractive

3a. Close-up has manyformidable competitors Direct: Colgate, Hapee, Unique, Beam, Sensodyne toothpastes Indirect: Mouthwashes, Breathmints, gums, candy, breath spray, water Variables: Age, Price, packaging, specific use, convenience of use, availability, Occasion of use, brand promise of confidence up-close and personal to preferred sex

Close-up is #1 in niche: premium product for teens as of 2005 Price vs. Age MatrixPrice/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs upAgeMatrixHigh Colgate Colgate Close Sensodyneprice kids up totalLow HapeePrice Hapee Unique

Close-up is #1 in niche: premium product for teens as of 2011 Price vs. Age MatrixPrice/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs upAgeMatrix Colgate Close ColgateHigh Colgate Fresh Up Colgate Sensitive Sensodyne Close whitenprice kids Total + up whiten Hapee HapeeLow Fresh Complete + whiteningPrice Hapee Unique Unique

Close-up niche positioning to the teen market up close… as of 2005 Benefit Positioning vs. Brand Matrix Colgate Colgate Close Up Hapee Hapee Functional Benefit Kids Total Gel Kids Regular Unique SensodynePrevents Tooth DecayWhitens TeethFreshens BreathMouthwash in 1Fresh ConfidenceProtect 24 hoursFun for kidsSaves moneyReduces teeth sensitivity Many competitors in prevent tooth decay and saves money positioning.

Close-up’s niche is being crowded so it strengthened its key differentiator (kiss!) as of 2011 Benefit Positioning vs. Brand Matrix Colgate Hapee Colgate Colgate Total+ Colgate Close Up Close Up Hapee Hapee Total + Functional Benefit Kids Fresh Whitening Sensitive Gel White Kids Fresh Whiten Unique SensodynePrevents Tooth DecayWhitens TeethFreshens BreathMouthwash in 1Fresh ConfidenceConfidence Up Close to KissProtect 24 hoursFun for kidsSaves moneyReduces teeth sensitivity Harder to stand out amidst the competitive clutter.

Hapee has “followed” Colgateand Close-Up positioning andoffers more for lower price Hapee has products which match “Colgate Total” and Close Up” confidence and teeth whitening postions

4. Close-up positions stronglyin a niche market opportunityClose-up is the only toothpaste that gives shiny white teeth and fresh breath for teenagers who want to feel confident when up close and personal when kissing their preferred sex partners.Colgate Fresh Confidence & Hapee Fresh are trying to crowd/ copy this position.Traditional positioning has been on broad segments of the market with emphasis on preventing tooth decay, whitening & low price.

4. “Positioning”: brandidentity from the makerThe Closer, The BetterFresher Breath & Whiter Teeth for the confidence to get close, only from Close Up! Source: Unilever Philippines website

4. Close-Up Positioning fromthe global perspective…Close-Up gives confidence in those very "up close and personal" situations.Couples with bright smiles in very "close" situations are featured on the packaging, and commercials depicted youthful adults blowing kisses at each other.Gives fresh breath, white teeth and, subsequently, a little extra self-confidence and sex appeal.Symbolized by attractive white smiles in very close situations. Source: Unilever Global website

5a. Based on competitor pressreleases, toothpaste market isP15 billionNov. 2005: Market size for toothpaste: 10 Billion  Colgate: 50%  Close Up: 20%  Hapee: 15%2007: Hapee becomes #2 brand, reaching 20% share. Retains this 20% share until 2010.2009: After 2 decades of continuous growth, market declines 13%. Companies reduce prices. To stay competitive, Hapee’s prices cut by 20%.

5a. Based on competitor data,toothpaste market is P15 billionReferences http://www.aredconsult.com/philippine-business/lamoiyan.htm November 28, 2005, Bernie Cahiles-Magkilat, Manila Bulletin http://goodnewspilipinas.com/2008/11/23/hapee-now-rps-2nd-best- toothpaste-brand/ http://newsinfo.inquirer.net/inquirerheadlines/nation/view/20100131- 250434/Pinoys-brush-teeth-less-or-use-less-toothpaste Pinoys brush teeth less or use less toothpaste By Paolo Montecillo Philippine Daily Inquirer First Posted 00:59:00 01/31/2010

5b. Based on Unilever data,where close-up share is 20%,total market size is 15 billion1. Unilever Philippines sales data: Close- up sales may be P3 billion2. Unilever claims market share of 20%3. Then total toothpaste market size is P 3 billion/0.2 = P 15 billion

5c. Consumer data indicatesa size of P 22 billionToothpaste Usage:60 of 90 million Filipinos brush average of 2x per day using 5 mL toothpaste which costs around P0.50 per brushing60 M x 2 x P0.50 X 365 = P22 billion

5. Concluded that toothpastemarket is 15 billion1. Competitor data= P15 B2. Company data = P 15 B3. Customer Usage data = P 22 B

Close-Up, like Colgate ownsuperior displays on shelf.

6b. What makes Close-Updifferent as a product? Only Close Up has germ-fighting mouthwash to give you long lasting fresh breath! Only Close Up has Microwhiteners and Vitamin Fluoride System to give you whiter and stronger teeth. Close Up is the only Philippine toothpaste that is recommended by both the World Dental Federation and the Philippine Dental Association. From Unilever Philippines website

6b. Close-up offers long-lasting freshness in 8 variant1. Close Up Red Hot2. Close Up Menthol Chill3. Close Up Icylicious4. Close Up Lemon Mint5. Close Up Crystal Frost Winter Blast6. Close Up Crystal Frost Cool Spice7. Close Up Milk Calcium8. Close Up Spa Moisture From Unilever Philippines website

7. Price- Brands are aiming for “affordable price points: P 20, 50, <100”. Very hard for consumer to compare ACTUAL RETAIL PRICES AT WALTERMART SUPERMARKET (FEB. 8, 2011) Close Up Colgate Hapee Pepsodent Unique White Fresh Prof. CompleteSize (mL) Gel Gel Now Confidence Clean Sensitive + Whiten Gel Fresh Whitening Cavity 190 59 49 160 109.5 109.5 150 74 82.75 55.75 51.75 50 100 54 49 65 55.75 44 34.75 90 75.5 75.5 50 35.25 31.75 36 29.75 24.75 40 47 47 25 17.5 20 Tabulation of 8 sizes, 5 brands, 12 variants

7. Price- Toothpaste prices vary widely from P300 to P1175 per liter PRICE PER LITER OF PRODUCT BASED ON SUPERMARKET PRICES (FEB. 8, 2011) Close Up Colgate Hapee Pepsodent Unique White Fresh Prof. CompleteSize (mL) Gel Gel Now Confidence Clean Sensitive + Whiten Gel Fresh Whitening Cavity 190 311 258 160 684 684 150 493 552 372 345 333 100 540 490 650 558 440 348 90 839 839 50 705 635 720 595 495 40 1175 1175 25 700 800

8a. Close-Up uses TV ads,Love events & Songs Mass Personal1. Sales Promotion 1. Direct Marketing12. Advertising 2. Interactive Marketing3. Public Relations 3. Personal Selling 24. Events and 4 4. Word of Mouth 3 Experiences

8a. Close-Up has teenybopper feel good romancecommercials

8a. Close-Up Lovapalooza 2008:Gerald to Kim: Do I get to kiss you? http://www.youtube.com/watch?v=t9sbGzxRKkM

8a. An event that is trulyClose-Up’s (reinforced)Kissing Record Back to the Philippines A total of 6,124 couples kissed simultaneously in Closeup’s Lovapalooza at the SM Mall of Asia beating Hungary’s record of 5,700 in 2005. The Guinness Book of World Records has yet to release the official number of couples of this record breaking event. Every Valentines for 5 years in a row, thousands of couples have shown the ultimate display of fresh breath confidence by kissing in Close Up Lovapalooza

8a. Close Up’s true test:Halik Meter challenge http://www.youtube.com/watch?v=2XwGeryMOEY

8b. Colgate remains #1:<50% share & declining?

8b. Hapee challenges #2:20% share & increasing?

8b. Hapee challenges #2:proudly Pinoy world class

8b. Sensodyne- more benefits(fresh mint) for 25% less torespond to Colgate Sensitive Sensodyne Freshmint Print Ad, Philippine Daily Inquirer, Feb. 10, 2011

9. Close-up is distributednationwide using Unileverdistibution network  Supermarkets, sari-sari stores, convenience outlets, drugstores, market stalls  Nationwide  Pick-up by customers  Cash and credit transaction

9. “Place” challenges forToothpaste1. No Colgate displayed/ sold in Shoemart, Savemore2. Imported toothpastes filling “place” gaps

9. “Place” challenges forToothpaste1. No Colgate displayed/ sold in Shoemart, Savemore2. Imported toothpastes filling gaps3. Aside from slowing domestic demand, he said the bigger competing firms had also adopted the practice of buying the entire supermarket shelf space, ensuring maximum exposure on the aisles. - Cecilio Pedro, Lamoiyan President, 2010 http://newsinfo.inquirer.net/inquirerheadlines/nation/view/20100131-250434/Pinoys-brush- teeth-less-or-use-less-toothpaste

10. Close-up is a niche leaderClose-up’s main strategy is to dominate the niche market of 13 to 24 year old teens at heart.It benefits from the distribution leverage of Unilever.Has an excellent, premium priced, product distributed nationwide.

Steps 1 to 5Coming close to the teens…1. Close-up PTM are “teens at heart”2. Who want to feel confident up-close to their preferred sex.3. Can choose Colgate & Happee4. Gap is all other brands are more known for preventing tooth decay & providing savings5. The market size is P 15 Billion. Close-up niche is P3 Billion.

Steps 6 to 10Teens pay for confidence6. Close-up is a colorful toothpaste gel and mouthwash in 17. Is priced 10% less than Colgate but 30% more than Hapee8. Uses TV, events & experiences9. Is distributed nationwide10. Uses niche approach to win

10 STEP Marketing Plan for CLOSE-UP Bong De Ungria January 2011See the Simplified Guide to 10 Step Marketing Plans http://www.hypermarketing2.com/2011/02/vcoach-bong-de-ungrias-10-step.html

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10 step marketing plan for Close up Toothpaste 2011

by Remigio Joseph DeUngria on May 28, 2011

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10 step marketing plan for Close up Toothpaste 2011 — Presentation Transcript