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University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
University Work: Marketing Principles Presentation
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University Work: Marketing Principles Presentation

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  • 1. Vitalident Green Tea Toothpaste Presentation by Melinda Smith, Elia Leung and Zerah Gallardo.
  • 2. The Product What is Green Tea? Modern perspective An ancient oriental drink Antioxidants Health and longevity A tasty refreshing drink Pop-cultureTraditional perspective Youth
  • 3. The Company www.colgate.com.au • multibrand- Palmolive • broad range of products • market leader • trusted “Respecting the World Around Us”
  • 4. Segmentation Demographically • 18-35 year olds • students/office workers PsychographicallyGeographically• all Australian • health-conscious states • environmentally• metropolitan and aware suburban • active/ambitious Behaviourally • used daily • ready to buy
  • 5. SegmentationMarket segmented in this way Images associated withbecause of: product:• Existing perceptions of green tea • Young• Aligns with values/attitudes • Healthy • Innovative • High-tech Core group = health-conscious, positive-minded, aware of the environment around them and technologically savvy.
  • 6. Consumer Survey 18-35 year oldsWhy Survey? • predict possible response to product • understand values, attitudes and beliefs • gain an understanding of how to satisfy the consumer
  • 7. Survey Results1. 2.• 77% trust and use Colgate • 55% rated their current toothpaste  potential influence as “good”  potential change Toothpaste Brand Quality Perception 60 Colgate Sensodyne 40 Macleans 20 0 Poor Good Excellent
  • 8. Survey Results3. When asked „what is the most important consideration when you buy toothpaste?‟ • 50% were concerned with its effectiveness and what it did • 27% mentioned taste  less minty
  • 9. Survey Results4. • 41% take health supplements  active interest in health  reflects attitude- want more, add quality5. • 50% of the sample had no specific idea of any health benefits of green tea • 18% mentioned antioxidants • 18% mentioned it makes you healthy  need and opportunity to educate
  • 10. Target Group Segmentation + Survey Results  Target Group•18-35 year old ambitious, environmentally and health conscious males and females• Values and attitudes of this group align with those associated with green tea and the product
  • 11. Positioning Full Health Cleanser Health-boosting qualities of green tea extracts to rejuvenate the whole body and Kick-start your day! Health, Energy, Kick-Start, Boost, Vitality!
  • 12. Positioning• Natural ingredients• Cleanses the system • Remineralisation Nature Technology A perfect balance
  • 13. Cultural Trends Environmental Awareness: • allows us to evaluate current market • provides greater understanding of target group • helps us predict future trends1. Demographic2. Technology3. Nature
  • 14. Cultural TrendsDemographics Target Group = Generation YAdvancing SustainabilityTechnology• technologically fluent• more educated• greater awareness of the environment
  • 15. Cultural TrendsTechnology • rapid pace • constantly evolving • rendering old technologies useless Toothpaste  Remineralisation
  • 16. Cultural TrendsNature • greater focus on the environment • stronger focus on corporate social responsibility • more focus on sustainable measures : “Respecting the World Around Us”
  • 17. Competitors Positioning Aim Protection- plaque and decay Sensodyne Protection- sensitive teeth Rexona Cosmetic- white teeth Macleans Cosmetic- fresh breath Our task = to differentiate product from its competitors One thing that is missing = Nature Opportunity due to cultural context
  • 18. Competitors Current Future toothpaste Vitalident toothpaste market market The product is designed to stand out in both the existing toothpaste market and amongst emerging trends.
  • 19. Launch Strategy Product Price Distribution Promotion
  • 20. The Product Green Tea Extracts (GTE)- Contain antioxidants • have been proven to treat body aches, digestion and many other health conditions • Recent research has also found it can be effective in fighting mouth bacteria and increasing the body‟s natural protective systems Key ingredient of Vitalident • can be swallowed as it is actually good for you
  • 21. The Product Product Map Augmented product Actual product
  • 22. Price • Premium product = premium price • Market skimming approach • Other toothpastes = $2.50 to $5 Vitalident = $5.20 Aim = to build images of quality and prestige; not to be viewed as a lowly priced discount product
  • 23. Distribution Position it simultaneously within: • the existing toothpaste market • the alternative natural health sectionLocation = across Australia, within Coles and Woolworths stores(in two sections), as well as independent health storesInvolves intensive distribution• although not within discount stores, such as Aldi
  • 24. PromotionIntegrated Marketing Communications (IMC) methods aredesigned to fit in with lifestyles of target group, these include: 1. Sampling- “chewy bites”- similar properties and taste • taste = important concern in surveys • opportunity to test public opinion and response- to be documented by salesperson
  • 25. Promotion 2. Competitions • product and merchandise give-aways • creates brand exposure • builds up database for communication • creates interest and importance as innovative trend • appeals to Generation Y
  • 26. Promotion3. Online website • interactive videos and games •„play-to-win‟ function • engages and appeals to target group 4. In-Store • glorifier- small stage that places it above other products • „necker‟- coupon attached to the neck
  • 27. Conclusion Health, Energy and Vitality.IMC Goal = to reachthe target audiencewith our message in away that they willrespond A Full Health Cleanser to Kick-Start Your Day, Everyday.

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