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10 Step Marketing Plan<br />Dove Men+Care Deodorant<br />Alfonso Gabriel A. Vega<br />MDMBA 070016<br />
5 Steps for Part 1: PTM and Positioning<br />Men who care about their skin<br />Desiring more from their product<br />Alte...
Part 2: Marketing Mix and Strategy<br />Differeniates from competition by emphasizing Dove’s line of expertise, which is s...
The Ad<br />
Positioning to the PTM: 1-5<br />
PTM: Men who care about skin<br />Demographics: age>16 males who are single, married, separated with social classes A-C<br...
PTM’s Needs, Wants, Expectations<br />Desiring more from their product<br />Needs their product to keep them dry all the t...
Competitors<br />Direct: Rexona, Gillette, Old Spice, Nivea<br />Indirect: underarm whiteners, Tawas<br />Variables: price...
Competitve Position Map<br />Nivea<br />Dove<br />Gillette<br />Tawas<br />Rexona<br />
Gap<br />Products in the market do not address the need for skin care in men<br />There is a growing market in men that pa...
Market Size<br />Company data- not available<br />Competitor’s data- not available<br />Customer’s date- not available<br />
Part 2: Marketing Mix (4Ps)<br />
Product<br />The Clean Comfort Deodorant Spray, with its subtle, crisp scent, contains a unique formula that combines powe...
Promo<br />Print ad found in Men’s Health January 2011 issue<br />TV ad in the process of final editing, yet to be release...
Price<br />219 Php<br />
Place<br />Distributed in all major supermarkets and departments stores nationwide<br />
Generic winning strategy<br />Unilever’s main strategy is to sell to the growing market of men who care for their skin and...
Dove Men care: Men, it’s time to come clean<br />Men care more for their skin now as compared to before<br />Various optio...
Summary<br />
5 Steps for Part 1: PTM and Positioning<br />Men who care about their skin<br />Desiring more from their product<br />Alte...
Part 2: Marketing Mix and Strategy<br />Differeniates from competition by emphasizing Dove’s line of expertise, which is s...
10 Step Marketing Plan<br />Dove Men+Care Deodorant<br />Alfonso Gabriel A. Vega<br />MDMBA 070016<br />
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10 step marketing plan (advertisement)

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10 step marketing plan for print advertisement
a marketing class exercise

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10 step marketing plan (advertisement)

  1. 1. 10 Step Marketing Plan<br />Dove Men+Care Deodorant<br />Alfonso Gabriel A. Vega<br />MDMBA 070016<br />
  2. 2. 5 Steps for Part 1: PTM and Positioning<br />Men who care about their skin<br />Desiring more from their product<br />Alternative options in the market (Gillette, Rexona, etc.)<br />Gap: alternative products do not address the need for skin care in men<br />Market size: young professionals who do not have the traditional view of being macho <br />
  3. 3. Part 2: Marketing Mix and Strategy<br />Differeniates from competition by emphasizing Dove’s line of expertise, which is skin care<br />Offered in aerosolized packaging instead of stick and roll-on<br />Use of mass media through print and television to make the product known<br />Offered in all major department stores through Unilever’s product line<br />Uses a niche approach to win<br />
  4. 4. The Ad<br />
  5. 5. Positioning to the PTM: 1-5<br />
  6. 6. PTM: Men who care about skin<br />Demographics: age>16 males who are single, married, separated with social classes A-C<br />Lifestyle: modern, on the go and up-to-date, working<br />Culture: men who do not have the traditional image of being macho<br />Behavior: seeking a product that suits their skin care needs<br />
  7. 7. PTM’s Needs, Wants, Expectations<br />Desiring more from their product<br />Needs their product to keep them dry all the time<br />Wants the product to be gentle on the skin as well as being effective<br />Expects the product to both deliver in keeping underarms dry and skin care<br />
  8. 8. Competitors<br />Direct: Rexona, Gillette, Old Spice, Nivea<br />Indirect: underarm whiteners, Tawas<br />Variables: price, availability, packaging, brand, form, benefits<br />
  9. 9. Competitve Position Map<br />Nivea<br />Dove<br />Gillette<br />Tawas<br />Rexona<br />
  10. 10. Gap<br />Products in the market do not address the need for skin care in men<br />There is a growing market in men that pay more attention to their skin care needs as compared to before<br />Need for a product that promises protection from sweat and body odor but is gentle to the skin in the process<br />
  11. 11. Market Size<br />Company data- not available<br />Competitor’s data- not available<br />Customer’s date- not available<br />
  12. 12. Part 2: Marketing Mix (4Ps)<br />
  13. 13. Product<br />The Clean Comfort Deodorant Spray, with its subtle, crisp scent, contains a unique formula that combines powerful anti-perspirant ingredients and advanced 1/4 moisturiser technology. The high levels of moisturising ingredients make a real difference to men’s skin and help reduce irritation. Total protection – without compromise.<br />
  14. 14. Promo<br />Print ad found in Men’s Health January 2011 issue<br />TV ad in the process of final editing, yet to be released<br />Uses the brand of Dove, known to be effective in caring for the skin because it is part moisturizer<br />
  15. 15. Price<br />219 Php<br />
  16. 16. Place<br />Distributed in all major supermarkets and departments stores nationwide<br />
  17. 17. Generic winning strategy<br />Unilever’s main strategy is to sell to the growing market of men who care for their skin and who demand underarm sweat protection<br />The company is banking on the brand name of Dove, that has a history of providing skin care to be able to capture the primary target market<br />
  18. 18. Dove Men care: Men, it’s time to come clean<br />Men care more for their skin now as compared to before<br />Various options are available in the market but do not promise the same level of skin care that Dove does<br />Gap that the product seeks to address is that there is a growing population of men who seek products that are gentle to the skin as well as provide the same level of underarm protection that traditional deodorants provide<br />
  19. 19. Summary<br />
  20. 20. 5 Steps for Part 1: PTM and Positioning<br />Men who care about their skin<br />Desiring more from their product<br />Alternative options in the market (Gillette, Rexona, etc.)<br />Gap: alternative products do not address the need for skin care in men<br />Market size: young professionals who do not have the traditional view of being macho <br />
  21. 21. Part 2: Marketing Mix and Strategy<br />Differeniates from competition by emphasizing Dove’s line of expertise, which is skin care<br />Offered in aerosolized packaging instead of stick and roll-on<br />Use of mass media through print and television to make the product known<br />Offered in all major department stores and supermarkets through Unilever’s product line<br />Uses a niche approach to win<br />
  22. 22. 10 Step Marketing Plan<br />Dove Men+Care Deodorant<br />Alfonso Gabriel A. Vega<br />MDMBA 070016<br />

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