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)

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.

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

Product

Price

Promo

Place

Generic Winning Strategy of Mix

5 Steps for Part 2 (Marketing Mix & Strategy) 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

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)

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)

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

Needs from Maslow’s hierarchy

Wants determine choice

Expectations from the product

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

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

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

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

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

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.)

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

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”

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

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

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

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

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

Competitor data= P10 B

Company data = P 15 B

Usage data = P 11 B

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

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

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

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

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 50 mL = P10 Close up red 100 mL = P25 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

Close up red 20 mL = P5

Close up red 50 mL = P10

Close up red 100 mL = P25

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.

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

Samples

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

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

Samples

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.)

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

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

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.

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)

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.

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

Product

Price

Promo

Place

Generic Winning Strategy of Mix

5 Steps for Part 2 (Marketing Mix & Strategy) Close-up toothpaste gel Is 10% premium Uses TV, movies and events Is distributed nationwide Uses a niche approach to win

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

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

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