The 10 Step Marketing Plan                                        2012 Edition       Kathleen Anne Mamaradlo   Ateneo Grad...
DisclaimerThis 10 Step Marketing Plan is part of the mandatory  requirements of Prof. Remigio Joseph De Ungria’s  AGSB mar...
Steps 1 to 5    Real Beauty for Real Women    Dove beauty bar’s PTM are “real women”    Who wants to feel beautiful and ...
Steps 6 to 10Real women are after realresults     Dove Beauty Bar is a soap that contains ¼      moisturizing cream that ...
1. Dove Beauty Bar’s primarytarget market (PTM) are “realwomen”*   Women, 25 to 34, AB, Upper C, single   Working, datin...
PTM needs to feel beautiful        in their own skinI will feel beautiful once I am  confident in my own skin     I want t...
2. PTM’s needs, wants &demands25 to 34 y/o women have a need for self-esteem and  belongingness25 to 34 y/o women prefer D...
3a. Dove Beauty Bar has anumber of competitors   Direct: Palmolive, Olay, Safeguard, Zest,    Johnson&Johnson, Papaya soa...
Dove is #1 in niche: premium  product for 25 to 34 y/o women                                                    as of 2012...
Dove differentiated itself from other             moisturizing soaps (Dare to bare/You             don’t need to fit into ...
4. Dove Beauty Bar positionsitself in a niche marketopportunityDove Beauty Bar is the only soap that: Intensively moistur...
4. Dove Beauty Bar’spositioning according to it’smanufacturer Dove makes women feel beautiful every day, by widening today...
5a. Dove Beauty Bar’s marketsize based on Unilever’s data2.   Unilever sales for Dove Beauty Bar     may be P600,000,0003....
5c. Estimate the market sizeusing customer data1.       Bath soap usage         70 of 90 million Filipinos take a bath at...
5. Toothpaste market is P2.5B2.   Company data = P2.5B4.   Customer Usage data = P50BUse instinct and best business judgme...
6a. What sets Dove Beautybar apart?   Only Dove Beauty Bar offers the unique    benefit of ¼ moisturizing milk in a bar....
6b. Dove Beauty Bar offersbeautiful skin through 6 variants:   White Beauty Bar   Extra Sensitive Beauty Bar   Gentle E...
6c. Dove Beauty Bar vs.Competition
7. Price (8 brands, 4 sizes)                                          ACTUAL RETAIL PRICESSize (g)     J&J      Tender Car...
7a. Bath soap prices vary           from PHP 0.20 to PHP 0.40           per gram                                        AC...
8a. Which of these modes     does your product use?     ** Pls. rank most used, 1-highest use2.1.3.                       ...
8a.Dove Beauty Bar’scommercials straight to the point(Dove is better than soap)   http://kathleenmamaradlo.blogspot.com
8a. Campaign for RealBeauty  http://kathleenmamaradlo.blogspot.com
8a. The Dove Self-esteemFund  http://kathleenmamaradlo.blogspot.com
8a. Campaigns that Dovecan call their own   The Campaign for Real Beauty        Wants to communicate that beauty comes i...
8b. Palmolive Naturals  http://kathleenmamaradlo.blogspot.com
8b. Olay Beauty Bar(website)  http://kathleenmamaradlo.blogspot.com
8b. Olay Beauty Bar (printad)  http://kathleenmamaradlo.blogspot.com
9. Dove is distributednationwide (Unileverdistribution network     Supermarkets, convenience outlets,      drugstores   ...
10. Dove beauty bar focuseson a certain nicheDove Beauty Bar’s main strategy is to focus   on 25 to 34 y/o women who does ...
SUMMARY          31
Steps 1 to 5    Real Beauty for Real Women    Dove beauty bar’s PTM are “real women”    Who wants to feel beautiful and ...
Steps 6 to 10Real women are after realresults     Dove Beauty Bar is a soap that contains ¼      moisturizing cream that ...
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Markma 10stepmarketingplan 12-0226

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Markma 10stepmarketingplan 12-0226

  1. 1. The 10 Step Marketing Plan 2012 Edition Kathleen Anne Mamaradlo Ateneo Graduate School of Business http://kathleenmamaradlo.blogspot.com
  2. 2. DisclaimerThis 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. http://kathleenmamaradlo.blogspot.com
  3. 3. Steps 1 to 5 Real Beauty for Real Women Dove beauty bar’s PTM are “real women” Who wants to feel beautiful and confident in baring their natural skin Can choose Palmolive and Olay Beauty bar Gap: all other brands are more known for giving women smooth skin like that of known celebrities Total market size is P2.5B . Dove Beauty Bar’s niche is P600M http://kathleenmamaradlo.blogspot.com
  4. 4. Steps 6 to 10Real women are after realresults  Dove Beauty Bar is a soap that contains ¼ moisturizing cream that wouldn’t dry skin the way normal soap does.  Dove Beauty Bar s 7% more expensive than Olay and 60% more expensive then Palmolive.  Uses TV, print, and campaigns  Distributed nationwide  Niche approach http://kathleenmamaradlo.blogspot.com
  5. 5. 1. Dove Beauty Bar’s primarytarget market (PTM) are “realwomen”* Women, 25 to 34, AB, Upper C, single Working, dating/married. Takes a shower at least once a day,particular about their skin, not very confident about their appearance, demands moisturized skin that can be naturally bared without the need to put on makeup *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 http://kathleenmamaradlo.blogspot.com
  6. 6. PTM needs to feel beautiful in their own skinI will feel beautiful once I am confident in my own skin I want to be considered by society as beautiful Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler http://kathleenmamaradlo.blogspot.com 6
  7. 7. 2. PTM’s needs, wants &demands25 to 34 y/o women have a need for self-esteem and belongingness25 to 34 y/o women prefer Dove Beauty Bar over other soaps because of its credibility, their brand promise that it wouldn’t dry their skin like other soap does and their efforts to break the stereotypical definition of beauty.25 to 34 y/o women’s demands: Moisturized skin, satisfaction with their physical appearance, feel naturally beautiful http://kathleenmamaradlo.blogspot.com
  8. 8. 3a. Dove Beauty Bar has anumber of competitors Direct: Palmolive, Olay, Safeguard, Zest, Johnson&Johnson, Papaya soaps, Greencross Indirect: Lotions, Body butter, body oil, body wash Variables: Age, Price, packaging, availability, skin type, brand promise of soft and beautiful skin and to allow women to celebrate their own beauty. http://kathleenmamaradlo.blogspot.com
  9. 9. Dove is #1 in niche: premium product for 25 to 34 y/o women as of 2012 Price vs. Age Matrix 41 andPrice/Age 0 to 10 11 to 20 21 to 40 aboveHigh Price Oilatum Dove Safe J&J Olay guard Safe- guard Green Palmolive cross TenderLow Price care Zest http://kathleenmamaradlo.blogspot.com
  10. 10. Dove differentiated itself from other moisturizing soaps (Dare to bare/You don’t need to fit into the stereotype to be beautiful) as of 2011 Benefit Positioning vs. Brand MatrixFunctional Benefits J&J Oilatum Tender Care Palmolive Dove Olay Safeguard Green cross ZestAnti-bacterialMild/GentlePrevents rashes/allergiesMoisturizingConfidence to bare skinFeel naturally beautifulUse of natural ingredients(ex. Rose extract/almondoil/shea butter)Accredited by anorganization (ex.PAMET)Leaves a clean feelingafter every showerDeodorant/soap in one Harder to stand out amidst the competitive clutter. http://kathleenmamaradlo.blogspot.com
  11. 11. 4. Dove Beauty Bar positionsitself in a niche marketopportunityDove Beauty Bar is the only soap that: Intensively moisturizes the skin Of 25 to 34 y/o women Who wants to be confident enough to bare their skin with no makeup and who wants to feel beautiful even if they don’t necessarily fit into the stereotypical definition of beauty.Traditional marketing positioning focuses on providing perfect skin like that of a celebrity’s. http://kathleenmamaradlo.blogspot.com
  12. 12. 4. Dove Beauty Bar’spositioning according to it’smanufacturer Dove makes women feel beautiful every day, by widening today’s stereotypical view of beauty and inspiring them to take great care of themselves. Source: Dove Philippines website http://kathleenmamaradlo.blogspot.com
  13. 13. 5a. Dove Beauty Bar’s marketsize based on Unilever’s data2. Unilever sales for Dove Beauty Bar may be P600,000,0003. Unilever claims 24% of the market Distribution extent4. Total soap market size is P600,000,000/.24 = P2.5B http://kathleenmamaradlo.blogspot.com
  14. 14. 5c. Estimate the market sizeusing customer data1. Bath soap usage  70 of 90 million Filipinos take a bath at least once a day. A 100g bar of soap would normally last for 2 weeks which translates to P1.96 per shower.  70M x 1 x P1.96 x 365 = P50B http://kathleenmamaradlo.blogspot.com
  15. 15. 5. Toothpaste market is P2.5B2. Company data = P2.5B4. Customer Usage data = P50BUse instinct and best business judgment to finalizemarket size http://kathleenmamaradlo.blogspot.com
  16. 16. 6a. What sets Dove Beautybar apart? Only Dove Beauty Bar offers the unique benefit of ¼ moisturizing milk in a bar. Only Dove promises women that it wouldn’t dry their skin the way other soap does Source: Dove Philippines website http://kathleenmamaradlo.blogspot.com
  17. 17. 6b. Dove Beauty Bar offersbeautiful skin through 6 variants: White Beauty Bar Extra Sensitive Beauty Bar Gentle Exfoliating Beauty Bar Pink Beauty Cream Bar Fresh Moisture Beauty Bar Energizing Beauty Bar Source: Dove Philippines website http://kathleenmamaradlo.blogspot.com
  18. 18. 6c. Dove Beauty Bar vs.Competition
  19. 19. 7. Price (8 brands, 4 sizes) ACTUAL RETAIL PRICESSize (g) J&J Tender Care Palmolive Dove Olay Safeguard Green cross Zest100g Php26.45 Php40.00120g Php44.75125g Php30.15 Php29.95135g Php34.60 Php29.75 Php27.50 http://kathleenmamaradlo.blogspot.com
  20. 20. 7a. Bath soap prices vary from PHP 0.20 to PHP 0.40 per gram ACTUAL RETAIL PRICES (per gram)Size (g) J&J Tender Care Palmolive Dove Olay Safeguard Green cross Zest100g Php0.26 Php0.40120g Php0.37125g Php0.24 Php0.24135g Php0.26 Php0.22 Php0.20 http://kathleenmamaradlo.blogspot.com
  21. 21. 8a. Which of these modes does your product use? ** Pls. rank most used, 1-highest use2.1.3. 4. http://kathleenmamaradlo.blogspot.com
  22. 22. 8a.Dove Beauty Bar’scommercials straight to the point(Dove is better than soap) http://kathleenmamaradlo.blogspot.com
  23. 23. 8a. Campaign for RealBeauty http://kathleenmamaradlo.blogspot.com
  24. 24. 8a. The Dove Self-esteemFund http://kathleenmamaradlo.blogspot.com
  25. 25. 8a. Campaigns that Dovecan call their own The Campaign for Real Beauty  Wants to communicate that beauty comes in all shapes and sizes  The objective is to widen society’s definition of beauty and make every woman feel good about herself The Dove Self-esteem Fund  Company makes donations to organizations (ex. Eating Disorder Association) who are developing new ways to increase self-esteem http://kathleenmamaradlo.blogspot.com
  26. 26. 8b. Palmolive Naturals http://kathleenmamaradlo.blogspot.com
  27. 27. 8b. Olay Beauty Bar(website) http://kathleenmamaradlo.blogspot.com
  28. 28. 8b. Olay Beauty Bar (printad) http://kathleenmamaradlo.blogspot.com
  29. 29. 9. Dove is distributednationwide (Unileverdistribution network  Supermarkets, convenience outlets, drugstores  Nationwide but more focused on metropolitan cities  Picked up by customers  Cash and credit transactions http://kathleenmamaradlo.blogspot.com
  30. 30. 10. Dove beauty bar focuseson a certain nicheDove Beauty Bar’s main strategy is to focus on 25 to 34 y/o women who does not fully see themselves as beautiful and who wants to be confident in their own skinIt benefits from the distribution leverage of UnileverExcellent product made available nationwide http://kathleenmamaradlo.blogspot.com
  31. 31. SUMMARY 31
  32. 32. Steps 1 to 5 Real Beauty for Real Women Dove beauty bar’s PTM are “real women” Who wants to feel beautiful and confident in baring their natural skin Can choose Palmolive and Olay Beauty bar Gap: all other brands are more known for giving women smooth skin like that of known celebrities Total market size is P2.5B . Dove Beauty Bar’s niche is P600M http://kathleenmamaradlo.blogspot.com
  33. 33. Steps 6 to 10Real women are after realresults  Dove Beauty Bar is a soap that contains ¼ moisturizing cream that wouldn’t dry skin the way normal soap does.  Dove Beauty Bar s 7% more expensive than Olay and 60% more expensive then Palmolive.  Uses TV, print, and campaigns  Distributed nationwide  Niche approach http://kathleenmamaradlo.blogspot.com
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