Prof. Remigio Joseph De Ungria's Downloadable Template for the 10 Step Marketing Plan

10 STEP Marketing Plan for (product’s name here) Your Name November 2009 Product Photo here

10 STEP Marketing Plan for CLOSE-UP Your Name April 2007 Product Photo here

5 Steps for Part 1 (PTM and positioning)
Identify your target (PTM)
What do they need (NWE)
What are they choices (competitors)
Where is the opportunity (gap)
How big is the market (3Cs)

5 Steps for Part 1 (PTM and Positioning)
Close-up PTM are “teens at heart”
Who want to feel confident
Can choose Colgate, etc.
Gap is all other brands focus on preventing tooth decay or savings
The market size is P 12 Billion. Close-up niche is P3 Billion.

5 Steps for Part 2 (Marketing Mix & Strategy)
Product
Price
Promo
Place
Generic Winning Strategy of Mix

Close-up toothpaste gel and mouthwash in 1
Is 10% premium
Uses TV, movies and events
Is distributed nationwide
Uses a niche approach to win

Positioning to the Primary Target Market Part 1: Steps 1 to 5

1.My primary target market (PTM) is..
Demographics (Age range, sex, social class, marital status)
Lifestyle (what they do)
Behavior (when consume, how much, how frequent, special concerns)

1.Close-up primary target market (PTM) are the “teens” at heart
Demographics (13-24, M/F, social class ABC, single)
Lifestyle (study, just starting work, pa-cute towards the opposite sex)
Behavior (5 mL, 3x a day, daily, fresh breath, white teeth, long lasting)

2. My PTM’s NWE
Needs from Maslow’s hierarchy
Wants determine choice
Expectations from the product
Note: for multiple answers, underline and use bold font for the best answer. See examples that follow

I want to be loved I am complete when I have lifetime romantic partner

2. My PTM’s NWE
Teens need
To belong (social), Self-Esteem, Self actualization
Teens choose Close-up over other toothpastes because of ….
Taste, Freshness, Color, packaging, price, credibility& awareness of company, brand ; PDA approval,
Teens expect his when they use Close-up
Whiter teeth, Fresher breath, no tooth decay, long lasting, More confidence to come close to the their preferred sex , Feel more sexually attractive

3a. Direct and indirect products that address my PTM’s NWE
List of Competitors products/ brands
Determine the variables that affect choice of product, brand

3a. Close-up has many formidable competitors
Direct: Colgate , Hapee, Maxam, Beam, Sensodyne, Glister, Family,
Indirect: Mouthwashes , Breathmints, gums, candy, breath spray, water
Variables: Age, Price, packaging, specific use, convenience of use, availability, Occasion of use, brand

3b. Competitive Position Map
Determine the 2 most critical variables
Make a position map plotting the different competitors

2 Examples of Position Map
Price vs. Age
Brand vs. Positioning
Ensure size of bubbles= represent relative market shares of the brands

Close-up is #1 in niche: high priced product for 13-24yrs Close up Colgate kids Colgate total Sensodyne Hapee Beam Hapee Price vs. Age Matrix Price/ Age Matrix 0-13 yrs 13-24 yrs 25-49 yrs 50yrs up High price Low Price

Close-up unique positioning is shown in this competitive map Many competitors in prevent tooth decay and saves money positioning. Positioning vs. Brand Matrix

4. Identify the gap between customers and competition
Where is the marketing opportunity?
What NWEs are not being addressed?
What can be the unique selling proposition for the new product (totally new or repositioned.)

4. Close-up positions strongly in a niche market opportunity
Close-up is the only toothpaste
that gives shiny teeth and fresh breath
for teenagers
who want to feel confident when close to their preferred sex partners.
No brand has a similar position.
Others focus on tooth decay, low price and large segments

5a. Estimate the market size using competitor data
1. Top 7000 Corporation Data or news
Total Sales from 1 product companies
% of sales from multi-product
2. vs. known Industry size comparisons
3. vs. 1-1 suppliers
4. Visual observation- warehouse
5. Pirating personnel or garbage
6. Illegal interview
7. “Share of Shelf”

5a. Based on competitor data, toothpaste market is P10billion SOURCE: http://www.manilatimes.net/national/2006/oct/25/yehey/business/20061025bus6.html

5b. Estimate the market size using company data
Claimed market share
Guesstimate on market share
Fair share of market
Distribution extent
Historical sales

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

5c. Estimate the market size using customer data
Usage per day or per year
Per person
Per household

5c. Consumer data indicates a size of P 11 billion
Toothpaste Usage:
60 million Filipinos brush average of 2x per day using 5 mL toothpaste which costs around P0.25 per brushing
60 M x 2 x P0.25 X 365 = P11 billion

5. Concluded that toothpaste market is 12 billion
Competitor data= P10 B
Company data = P 15 B
Usage data = P 11 B
Use instinct and best business judgment to finalize market size

The Marketing Mix Strategy Part 2: Steps 6 to 10

6a. Photo of product category
Show a product shot
Your product and your competitors
with, without box as they look in the supermarket
All pack sizes
All variants
All major brands

6a. Toothpaste category is dominated by 5 major brands Product shot 1 of direct competitors Product shot 2 of indirect competitors How product looks in supermarket shelves etc etc

6b. Product Description
Describe the physical features, specifications, attributes of the product

6b. Product Description
Close-up is a clear gel based toothpaste and mouthwash in 1, in cool and loud colors (green, red) that is approved by the Philippine Dental Association. Its ingredients are….
There are 5 variants- red, green, lemon, calcium white, etc.
There are 4sizes, 10 mL sachet, 50, 100 and 250 mL

7. Price
Get prices of your product
Creatively compare vs. competitors across different pack sizes and variants
Quantify the price difference in % terms vs. competitors
Conclude on what pricing strategy is being used

7. Price- Close-up is 30% premium priced in affordable packs
Close up red 20 mL = P5
Close up red 25m mL = P49
Close-up is priced at par with Colgate and 30% higher than Hapee with aim of maximizing profits in its niche

8a. Promo
Describe what you propose to do
Advertising (amount, media)
Sales Promotions
Public Relations
Direct Marketing
Personal Selling
You may want to show executions of this (from websites, print ads, actual commercials)
Please refer to relevant chapter of Kotler for more information.

8a. Promo
Samples
This can be in multiple slides

8b. Competitor promo
Show also how your key competitors communicate
Their commercials
Their websites
And why your communication stands out

8b. Competitor promo
Samples
Can be multiple slides

9. Place
Where is your product available?
Supermarkets, sari-sari stores, convenience outlets, drugstores
Nationwide or in key areas only?
Method of delivery (some products can be delivered to your home, ordered via internet, phone orders, etc.)

9. Close-up is distributed nationwide using Unilever distibution network
Supermarkets, sari-sari stores, convenience outlets, drugstores, market stalls
Nationwide
Pick-up by customers
Cash and credit transaction

10. What is the generic winning strategy?
Which of the 4 strategies are being used? (bold and underline to most dominant strategy)
Low Cost Producer
Supply and Distribution Leverage
Differentiation
Niche

10. Close-up is a niche leader
Close-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, excellent product distributed nationwide.

SUMMARY

5 Steps for Part 1 (PTM and positioning)
Identify your target (PTM)
What do they need (NWE)
What are they choices (competitors)
Where is the opportunity (gap)
How big is the market (3Cs)

5 Steps for Part 1 (PTM and Positioning)
Close-up PTM are “teens at heart”
Who want to feel confident
Can choose Colgate, etc.
Gap is all other brands focus on preventing tooth decay or savings
The market size is P 12 Billion. Close-up niche is P3 Billion.

Product
Price
Promo
Place
Generic Winning Strategy of Mix

Close-up toothpaste gel
Is 10% premium
Uses TV, movies and events
Is distributed nationwide
Uses a niche approach to win

YOUR ASSIGNMENT AS A MARKETING STUDENT

My Recommendation:
Follow the 10 steps in order to produce a logical marketing plan

Your Assignment
Use this template to make your marketing plan for a product or company that will also be the topic of your STRAMA
Ensure only those with are included in report
Follow power presentation principles

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Prof. Remigio Joseph De Ungria's Downloadable Template for the 10 Step Marketing Plan

by Remigio Joseph DeUngria on Oct 15, 2009

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Prof. Remigio Joseph De Ungria’s Downloadable Template for the 10 Step Marketing Plan — Presentation Transcript