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Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
Markma 10stepmarketingplan 12-0226
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Markma 10stepmarketingplan 12-0226

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  • 1. The 10 Step Marketing Plan 2012 Edition Kathleen Anne Mamaradlo Ateneo Graduate School of Business http://kathleenmamaradlo.blogspot.com
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 6c. Dove Beauty Bar vs.Competition
  • 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. 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. 8a. Which of these modes does your product use? ** Pls. rank most used, 1-highest use2.1.3. 4. http://kathleenmamaradlo.blogspot.com
  • 22. 8a.Dove Beauty Bar’scommercials straight to the point(Dove is better than soap) http://kathleenmamaradlo.blogspot.com
  • 23. 8a. Campaign for RealBeauty http://kathleenmamaradlo.blogspot.com
  • 24. 8a. The Dove Self-esteemFund http://kathleenmamaradlo.blogspot.com
  • 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. 8b. Palmolive Naturals http://kathleenmamaradlo.blogspot.com
  • 27. 8b. Olay Beauty Bar(website) http://kathleenmamaradlo.blogspot.com
  • 28. 8b. Olay Beauty Bar (printad) http://kathleenmamaradlo.blogspot.com
  • 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. 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. SUMMARY 31
  • 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. 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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