10 Step Marketing Plan for
MARIA KATHERINE VILLANUEVA
Part 1. PTM and Positioning
1. GlutaMAX’s PTM are Gays who want to be more
Who want to be more attractive and confident
Can choose Skin White, Mosbeau, etc
Gap is that all other whitening products target
Market size is P2.25B. Glutamax niche is P700M.
Part 2. Marketing Mix and Strategy
6. GlutaMAX oral glutathione (capsule), soap, lotion.
7. Is 20% premium
8. Uses billboards, print ads, events, internet.
9. Is distributed nationwide
10. Uses a niche approach to win
4. The Gap: No beauty product that directly
targets the Gay community.
Most beauty products target women
Some brands target straight males
5. Market Size is P2 Billion. GlutaMAX niche
market is P700 M.
46M males x 10% = 4.6M homosexual males
10% (Class ABC)
50% 15-40 years
10% possible costumers
P598M per month
P700M per year (Niche) Market
6. GlutaMAX is oral glutathione for skin
2 capsules a day for skin lightening
Besides skin lightening, glutathione acts as an anti
7. GlutaMAX is widely promoted in billboards,
streamers, TV commercials, print ads and
EDSA, Katipunan, major Streets
From Ebony to Ivory
“I feel more white and gay every day.” Mojo Jojo
Gretchen Barreto “Kutis Mayaman”
Found in major Magazines like YES!
Product launch, Events with endorsers (Gretchen, Jinky Oda)
8. GlutaMAX is 20% premium
Glutamax is 2900/ bottle
Mosbeau P2500/ bottle