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Slidecast version of the 10 Step Marketing Plan used in the Ateneo Graduate School of Business (AGSB) Marketing Management Class of Prof. Remigio Joseph De Ungria

Slidecast version of the 10 Step Marketing Plan used in the Ateneo Graduate School of Business (AGSB) Marketing Management Class of Prof. Remigio Joseph De Ungria

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Vcoach slidecast 10 step marketing plan 2011 edition Vcoach slidecast 10 step marketing plan 2011 edition Presentation Transcript

  • SLIDECAST VERSION Slides With Audio The 10 Step Marketing Plan (Simplified & Annotated Template & Example) 2011 Edition Prof. Remigio Joseph De Ungria, MBA, CDM Ateneo Graduate School of Business ** Download the Accompanying Template at:http://www.slideshare.net/josephdeungria/v46-template-and-sample-10-step-by-step-marketing-plan-to-students
  • Professor’s Note A “Marketing Plan” is the usual culmination of a marketing management class. The simplified 10 step process of marketing plan is an attempt to remove the mystery & guesswork and ensure that marketing principles are used by the students. Certainly, the simplification has both advantages and limitations. The following template and examples are used to guide students on the whats, whys and hows of a real-world marketing plan. The students are reminded to use only publicly available data in the reports, and to put the disclaimer (refer to the disclaimer in the sample template) on their reports. - Prof. Bong De Ungria, 2011
  • How To Use ThisFor ease of use and understanding, this presentation is a series of templates and explanations.Each template slide has a TEMPLATE logo on the upper right hand of the page.Download the “template only” powerpoint file by clicking on this link…Simply replace the contents of this downloadable template to your own topic.The annotations and explanations are in the slides which follow each template slide. These help in understanding the proper use of the template.
  • TEMPLATE 10 STEP Marketing Plan for (product’s name here) Put your Your NameBlog Address Product Here. This Month Year Photo hereMust appearIn All Slides 4
  • 10 STEPMarketing Plan for CLOSE-UP Bong De Ungria January 2011 5
  • TEMPLATEDisclaimerThis 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.
  • TEMPLATESteps 1 to 5Summary headline of yourPTM and market1. Identify your target (PTM)2. What do they need, want, demand (NWD)3. What are they choices (competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)
  • 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.
  • TEMPLATESteps 6 to 10Summary headline of themarketing mix & strategy6. Product7. Price8. Promo9. Place10. Generic Winning Strategy of Mix
  • 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
  • TEMPLATE1. Describe the primary targetmarket (PTM)* Demographics (Age range: must have a start and end age*, sex, social class, marital status) Lifestyle (what they do) Behavior (when consumed, how much, how frequent, special concerns)*Exclusion of a certain demographic group in PTM does not mean they do not buy the product. Some do buy, but majority don’t which is why limited marketing resources are best focused on PTM
  • 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
  • TEMPLATE 2. My PTM’s NWD Needs from Maslow’s hierarchy Wants determine choice Demands for them to buy the productNote: There may be multiple answers for needs, wants demands. Of these answers,underline and use bold font for the best answers. See examples that follow
  • 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 14
  • TEMPLATE2. PTM’s needs, wants &demandsNeeds: list of needs from Maslow’s hierarchy that the product meets.Wants: what variables are used by the primary target market to choose among several products that can satisfy the same needs.Demands: for the PTM to finally decide to buy the product, what characteristics, values, benefits or selling propositions must the product have?** for needs, wants & demands, underline the top 1or 2 variables that are most important to the PTM
  • 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. Direct and indirect TEMPLATEproducts that address myPTM’s NWE List of Competitors products/ brands Determine the variables that affect choice of product, brand
  • 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
  • TEMPLATE3b. Create 2 Positioning Maps1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice This 1st Map should allow differentiation/ non- clustering of the direct competitors Example: Price vs. Age Size of bubbles= represent relative market shares of the brands2nd Map: Functional Benefit vs. Brands/ Variants
  • 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. Identify the gap betweencustomers and competitionWhere is the marketing opportunity?What NWDs are not being addressed?What can be the unique selling proposition for the new product (totally new or repositioned.)
  • 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
  • TEMPLATE5a. Estimate the market sizeusing competitor data1. Top 7000 Corporation Data or news  Total Sales from 1 product companies  % of sales from multi-product2. vs. known Industry size comparisons3. vs. 1-1 suppliers4. Visual observation- warehouse5. Pirating personnel or garbage6. Illegal interview7. “Share of Shelf”
  • 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
  • TEMPLATE5b. Estimate the market sizeusing company data1. Claimed market share2. Guesstimate on market share  Fair share of market  Distribution extent3. Historical sales
  • 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
  • TEMPLATE5c. Estimate the market sizeusing customer data1. Usage per day or per year  Per person  Per household
  • 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. Decide on market size inpesos, not in number of TEMPLATEpeople1. Competitor data=2. Company data =3. Customer Usage data = Use instinct and best business judgment to finalize market size
  • 5. Concluded that toothpastemarket is 15 billion1. Competitor data= P15 B2. Company data = P 15 B3. Customer Usage data = P 22 B
  • TEMPLATE6a. Photo of product categoryShow a product shotYour product and your competitorswith, without box as they look in the supermarketAll pack sizesAll variantsAll major brands
  • TEMPLATE6a. Show how product looksvs. competition Product shot 1 of direct competitors Product shot 2 of indirect competitors How product looks in supermarket shelves or point of sales
  • Close-Up, like Colgate ownsuperior displays on shelf.
  • TEMPLATE6b. Product DescriptionDescribe the physical features, specifications, attributes of the product.Info may be in product packaging, label, brochures or website.
  • 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
  • TEMPLATE7. 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- 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
  • 7. Price Conclusion Close-Up is 10% less than Colgate and 20 to 30% higher than Hapee RELATIVE PRICES VS. CLOSE-UP PRODUCTSize Close Up Colgate Hapee Unique150 100% 112% 75% 70% 68%100 100% 91% 120% 103% 81% 64%
  • 8a. Which of these modesdoes your product use?** Pls. rank most used, 1-highest use TEMPLATE Mass Personal1. Sales Promotion 1. Direct Marketing2. Advertising 2. Interactive Marketing3. Public Relations 3. Personal Selling4. Events and 4. Word of Mouth Experiences
  • 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
  • TEMPLATE8a. Your productsPromotionsDescribe what you propose to do/ product is currently doing vs. the 8 modes of communications.Show executions of this (from websites, print ads, actual commercials)
  • 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
  • TEMPLATE8a. Samples of PromoSamples This can be in multiple slides
  • TEMPLATE8b. Competitor promoShow also how your key competitors communicateTheir commercialsTheir websitesAnd why your communication stands out
  • TEMPLATE8b. Competitor promoSamples Can be multiple slides
  • 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
  • TEMPLATE9. 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 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
  • TEMPLATE10. What is the genericwinning 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 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.
  • TEMPLATESUMMARY 68
  • TEMPLATESteps 1 to 5Summary headline of yourPTM and market1. Identify your target (PTM)2. What do they need, want, demand (NWD)3. What are they choices (competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)
  • 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.
  • TEMPLATESteps 6 to 10Summary headline of themarketing mix & strategy6. Product7. Price8. Promo9. Place10. Generic Winning Strategy of Mix
  • 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
  • YOUR ASSIGNMENT AS AMARKETING STUDENT 73
  • Your Assignment Use this template to make your marketing plan for a product or company that will also be the topic of your STRAMA Follow power presentation principles
  • Grading Customers (PTM, NWD)- 20% Competition (Positioning Map, Market Size) 30% Company (4Ps, Strategy)- 40% Power Principles Formatting- 10%
  • SLIDECAST VERSION Slides With Audio The 10 Step Marketing Plan (Simplified & Annotated Template & Example) 2011 Edition Prof. Remigio Joseph De Ungria, MBA, CDM Ateneo Graduate School of Business ** Download the Accompanying Template at:http://www.slideshare.net/josephdeungria/v46-template-and-sample-10-step-by-step-marketing-plan-to-students