10 STEPMarketing Plan for(Whisper)          Heeyeon KIM          Feb/17/2011                        1
DisclaimerThis 10 Step Marketing Plan is part of the mandatory  requirements of Prof. Remigio Joseph De Ungria’s  AGSB mar...
Steps 1 to 5Summary headline of yourPTM and market1.   Identify your target (PTM)2.   What do they need, want, demand     ...
Steps 6 to 10Summary headline of themarketing mix & strategy6.    Product7.    Price8.    Promo9.    Place10.   Generic Wi...
1. Describe the primary targetmarket (PTM)*   Demographics: Age range    15~50, Female, Regardless of social class &    m...
2. My PTM’s NWD      Needs from Maslow’s hierarchy      Wants determine choice      Demands for them to buy the productNot...
Describe your PTM needs                                              Self-Actualization                                   ...
2. PTM’s needs, wants &demandsNeeds: They need to buy the safe & hygienic  sanitary pads. When they are working or going  ...
3a. Direct and indirectproducts that address myPTM’s NWD   List of Competitors products/ brands:    Kotex, Modess, Charme...
3b. Create 2 Positioning Maps1st Map: 2 x 2 Matrix showing the 2 Most Critical     Variables for Consumer choice  This 1st...
Example of a 2x2 competitive   position map for toothpaste                                                            as o...
as of 2011             Example of a benefit positioning             vs. brand map for toothpaste                          ...
4. Identify the gap betweencustomers and competitionWhere is the marketing opportunity?What NWDs are not being addressed?W...
5a. Estimate the market sizeusing competitor data1. Top 7000 Corporation Data or news        Total Sales from 1 product c...
5b. Estimate the market sizeusing company data1.       Claimed market share2.       Guesstimate on market share          ...
5c. Estimate the market sizeusing customer data1.       Usage per day or per year          Per person          Per house...
5. Decide on market size inpesos, not in number ofpeople1.   Competitor data=2.   Company data =3.  Customer Usage data = ...
6a. Photo of product categoryShow a product shotYour product and your competitorswith, without box as they look in the  su...
6a. Show how product looksvs. competition    Product shot 1 of direct competitors                                 Product ...
6b. Product DescriptionDescribe the physical features, specifications, attributes of the product.Info may be in product pa...
7. Price   Get prices of your product   Creatively compare vs. competitors    across different pack sizes and variants ...
8a. Which of these modesdoes your product use?** Pls. rank most used, 1-highest use
8a. Your productsPromotionsDescribe what you propose to do/ product is  currently doing vs. the 8 modes of  communications...
8a. Samples of PromoSamples          This can be in multiple slides
8b. Competitor promoShow also how your key competitors  communicateTheir commercialsTheir websitesAnd why your communicati...
8b. Competitor promoSamples     Can be multiple slides
9. Place   Where is your product available?       Supermarkets, sari-sari stores, convenience        stores and drugstor...
10. What is the genericwinning strategy?Which of the 4 strategies are being used? (bold and underline to most dominant str...
SUMMARY          29
Steps 1 to 5Summary headline of yourPTM and market1.   Identify your target (PTM)2.   What do they need, want, demand     ...
Steps 6 to 10Summary headline of themarketing mix & strategy6.    Product7.    Price8.    Promo9.    Place10.   Generic Wi...
YOUR ASSIGNMENT AS AMARKETING STUDENT                       32
Your Assignment   Use this template to make your    marketing plan for a product or    company that will also be the topi...
Grading   Customers (PTM, NWD)- 20%   Competition (Positioning Map, Market    Size) 30%   Company (4Ps, Strategy)- 40%...
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Feb.17.2011 heeyeon kim

  1. 1. 10 STEPMarketing Plan for(Whisper) Heeyeon KIM Feb/17/2011 1
  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.
  3. 3. Steps 1 to 5Summary headline of yourPTM and market1. Identify your target (PTM)2. What do they need, want, demand (NWD)3. What are they choices (competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)
  4. 4. Steps 6 to 10Summary headline of themarketing mix & strategy6. Product7. Price8. Promo9. Place10. Generic Winning Strategy of Mix
  5. 5. 1. Describe the primary targetmarket (PTM)* Demographics: Age range 15~50, Female, Regardless of social class & marital status Lifestyle: They could be ordinary women who are workers or housewives. Behavior: They consume the sanitary pads when they are on menstruation. They concern about leaking blood at the period of menstruation. As usual the price of sanitary pads is 40 pesos per pack.
  6. 6. 2. My PTM’s NWD Needs from Maslow’s hierarchy Wants determine choice Demands for them to buy the productNote: There may be multiple answers for needs, wants demands. Of theseanswers, underline and use bold font for the best answers. See examples that follow
  7. 7. Describe your PTM needs Self-Actualization Needs (Self-Development & Realization) Esteem Needs (Recognition, Statu s) Social Needs (sense of belonging, love) They want to feel free Safety Needs (security, protection) from the leak of blood Without sanitary pads unable to go out Physiological needs (food, water, shelter)en they are on menstraution Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 7
  8. 8. 2. PTM’s needs, wants &demandsNeeds: They need to buy the safe & hygienic sanitary pads. When they are working or going somewhere, they need to wear it.Wants: They want that sanitary pads are high absorption, skin-friendly, wear sensation and soft.Demands: They demand the low price with nice quality.
  9. 9. 3a. Direct and indirectproducts that address myPTM’s NWD List of Competitors products/ brands: Kotex, Modess, Charmee, Love Moon Anion Determine the variables that affect choice of product, brand: High absorption, skin-friendly, wear sensation and price
  10. 10. 3b. Create 2 Positioning Maps1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice This 1st Map should allow differentiation/ non- clustering of the direct competitors Example: Price vs. Age Size of bubbles= represent relative market shares of the brands2nd Map: Functional Benefit vs. Brands/ Variants
  11. 11. Example of a 2x2 competitive position map for toothpaste as of 2011 Price vs. Age MatrixPrice/ Easy to go 13-24 yrs 25-49 yrs 50yrs up aroundEffects (with wings) Colgate Close ColgateHigh Colgate Fresh Up Colgate Sensitive Sensodyne Close whitenprice kids Total + up whiten Hapee HapeeLow Fresh Complete + whiteningPrice Hapee Unique Unique
  12. 12. as of 2011 Example of a benefit positioning vs. brand map for toothpaste Benefit Positioning vs. Brand Matrix Colgate Hapee Colgate Colgate Total+ Colgate Close Up Close Up Hapee Hapee Total + Functional Benefit Kids Fresh Whitening Sensitive Gel White Kids Fresh Whiten Unique SensodynePrevents Tooth DecayWhitens TeethFreshens BreathMouthwash in 1Fresh ConfidenceConfidence Up Close to KissProtect 24 hoursFun for kidsSaves moneyReduces teeth sensitivity Harder to stand out amidst the competitive clutter.
  13. 13. 4. Identify the gap betweencustomers and competitionWhere is the marketing opportunity?What NWDs are not being addressed?What can be the unique selling proposition for the new product (totally new or repositioned.)
  14. 14. 5a. Estimate the market sizeusing competitor data1. Top 7000 Corporation Data or news  Total Sales from 1 product companies  % of sales from multi-product2. vs. known Industry size comparisons3. vs. 1-1 suppliers4. Visual observation- warehouse5. Pirating personnel or garbage6. Illegal interview7. “Share of Shelf”
  15. 15. 5b. Estimate the market sizeusing company data1. Claimed market share2. Guesstimate on market share  Fair share of market  Distribution extent3. Historical sales
  16. 16. 5c. Estimate the market sizeusing customer data1. Usage per day or per year  Per person  Per household
  17. 17. 5. Decide on market size inpesos, not in number ofpeople1. Competitor data=2. Company data =3. Customer Usage data = 1,503.3 million based on 2010. by Historical methodReference: DATAMONITOR
  18. 18. 6a. Photo of product categoryShow a product shotYour product and your competitorswith, without box as they look in the supermarketAll pack sizesAll variantsAll major brands
  19. 19. 6a. Show how product looksvs. competition Product shot 1 of direct competitors Product shot 2 of indirect competitors How product looks in supermarket shelves or point of sales
  20. 20. 6b. Product DescriptionDescribe the physical features, specifications, attributes of the product.Info may be in product packaging, label, brochures or website.
  21. 21. 7. Price Get prices of your product Creatively compare vs. competitors across different pack sizes and variants Quantify the price difference in % terms vs. competitors Conclude on what pricing strategy is being used
  22. 22. 8a. Which of these modesdoes your product use?** Pls. rank most used, 1-highest use
  23. 23. 8a. Your productsPromotionsDescribe what you propose to do/ product is currently doing vs. the 8 modes of communications.Show executions of this (from websites, print ads, actual commercials)
  24. 24. 8a. Samples of PromoSamples This can be in multiple slides
  25. 25. 8b. Competitor promoShow also how your key competitors communicateTheir commercialsTheir websitesAnd why your communication stands out
  26. 26. 8b. Competitor promoSamples Can be multiple slides
  27. 27. 9. Place Where is your product available?  Supermarkets, sari-sari stores, convenience stores and drugstores  We could buy Sanitary pads regardless of country. So, it’s Nationwide  Method of delivery (some products can be delivered to your home, ordered via internet, phone orders, etc.)
  28. 28. 10. What is the genericwinning strategy?Which of the 4 strategies are being used? (bold and underline to most dominant strategy)  Low Cost Producer  Supply and Distribution Leverage  Differentiation  Niche
  29. 29. SUMMARY 29
  30. 30. Steps 1 to 5Summary headline of yourPTM and market1. Identify your target (PTM)2. What do they need, want, demand (NWD)3. What are they choices (competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)
  31. 31. Steps 6 to 10Summary headline of themarketing mix & strategy6. Product7. Price8. Promo9. Place10. Generic Winning Strategy of Mix
  32. 32. YOUR ASSIGNMENT AS AMARKETING STUDENT 32
  33. 33. Your Assignment Use this template to make your marketing plan for a product or company that will also be the topic of your STRAMA Follow power presentation principles
  34. 34. Grading Customers (PTM, NWD)- 20% Competition (Positioning Map, Market Size) 30% Company (4Ps, Strategy)- 40% Power Principles Formatting- 10%

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