1. 10 STEP Marketing Plan for Dove MitraEftekhar February 2011 1 www.mitraeftekhar.blogspot.com
2. This 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. Disclaimer www.mitraeftekhar.blogspot.com
3. Steps 1 to 5Summary headline of your PTM and market PTM: Women 20-35 Y O, Class A & B They want soft, beautiful skin Choices: Olay, Nivea, Palmolive, Safeguard, Maxi-Peel, Silka, Johnson's, Belo, Vaseline Dove Cleanses and Softens with ¼ moisturizing cream The market size is $2.5, Dove Niche is $0.9 Billion www.mitraeftekhar.blogspot.com
4. Steps 6 to 10Summary headline of the marketing mix & strategy The only soap bar with ¼ moisturizing cream. 100 gr @ P 40, 135 gr @ P 50 Self esteem Campaign, 7 days with no mirrors challenge Supermarkets, Sari-Sari store, Nationwide Niche strategy to win www.mitraeftekhar.blogspot.com
5. 1. Describe the primary target market (PTM) Demographics (Female 20 to 35 years old, A & B class, Single or Married) Lifestyle (Socially active either w/wo Job) Behavior (3 - 7 x per week, keeping their skin moisturized while cleansing) www.mitraeftekhar.blogspot.com
6. 2. PTM needs to have a beautiful and clean skin My skin is moisturized, beautiful & clean Reference: Maslow’s Hierarcy of Needs Marketing Management, 11thed, Philip Kotler www.mitraeftekhar.blogspot.com
7. 2. PTM’s needs, wants & demands Needs: Women need to be confident of their look and have a healthy beautiful skinin respond to their self esteem needs Wants: Woman 20 to 35 choose Dove as it is the only beauty soap with ¼ moisturizing cream, smells good, no soap residues after wash, difference making promise in 7 days, price, availability Demands: Soft, moisturized and healthy skin, Good smell, White skin, No remains after wash, known brand, have an appealing look www.mitraeftekhar.blogspot.com
8. 3a. Direct and indirect products that address my PTM’s NWD Direct: Olay, Nivea, Palmolive, Safeguard, Maxi-Peel, Silka, Johnson's, Belo, Vaseline Indirect: Body wash, Body scrub, Shampoo, Water Variables: Brand, Price, Availability, Whitening, expected change when constantly used, product specifications, smell, www.mitraeftekhar.blogspot.com
10. 3b. Price Vs. Brand Map www.mitraeftekhar.blogspot.com
11. 4. Dove can position strongly by differenciation Dove is the only soap that has ¼ moisturizing cream Promises not to leave any residues on skin This products will make skin more attractive by cleansing and keeping it moisturized Olay is also promising change in skin appearance after 7 washes. Most of the soaps are said to whiten skin which can be harsh in contact and make it dry after constant use www.mitraeftekhar.blogspot.com
12. 5a. Estimate the market size using competitor data Beauty and personal care sales were US$2.26 billions 2008-2009, with a 2% rise year on year. 2010-2011 2.26*1.04= $2.36 billion http://www.cosmeticsbusiness.com/technical/article_page/South_East_Asia__strength_in_diversity/57169 www.mitraeftekhar.blogspot.com
13. 5b. Estimate the market size using company data Claimed market share: 45% Historical sales: $0.9 Billion in 2010 Total market size $0.9 Bn/0.45 = $2 Billion www.mitraeftekhar.blogspot.com
14. 5c. Estimate the market size using customer data 80’000’000 Filipinos from age 5 to 65 3 times use per week $1 soap per month $0.25 soap per week 80’000’000*3* 0.25*52= $3.12 billion http://www.bles.dole.gov.ph/2009%20Publications/2009%20YLS/statistical%20tables/Chapter%2001/TAB1-3.PDF www.mitraeftekhar.blogspot.com
15. 5. Market size of $2.50 Billion Average of: Competitor data= $2.36 Billion Company data = $2 Billion Customer Usage data = $3.12 Billion www.mitraeftekhar.blogspot.com
16. 6a. Photo of product category www.mitraeftekhar.blogspot.com
17. 6b. Dove Soap Specification The only soap bar with ¼ moisturizing cream. Leaves no soap residues when used in hard water. Only Dove has patented cleansing technology 75, 100, 135 gr soap bar Ph between 6.5 to 7.5 www.mitraeftekhar.blogspot.com
18. 6b. Dove Soap range Dove Go Fresh Energizing Beauty Bar Dove Go Fresh Moisturizing Beauty Bar Dove Fresh Moisture Bar Dove Gentle Exfoliating Cream Bar Dove Cream Beauty Bar Blue Dove Cream Bar Pink Dove Cream Bar Extra Sensitive www.mitraeftekhar.blogspot.com
19. 7. Price Dove Fresh Moisture Bar 100g: P40.00 Dove Energizing Beauty Bar 100g: P40.00 Dove Gentle Exfoliating Cream Bar 100g: P40.00 Dove Cream Beauty Bar Blue 100g: P40.00 Dove Cream Beauty Bar Blue 135g: P50.00 Dove Cream Bar Pink 100g: P40.00 Dove Cream Bar Pink 135g: P50.00 Dove Cream Bar Extra Sensitive 100g: P40.00 Dove Cream Beauty Bar Blue 75g: P30.00 www.mitraeftekhar.blogspot.com
22. 7. Price Dove is among the high offers in the market. It’s emphasizing on the ¼ moisturizing cream to differentiate itself from the others. As the 10th anniversary, dove reduced it’s prices: 100 gr soap bar from P 55 to P 40 135 gr soap bar from P 63 to P 50 www.mitraeftekhar.blogspot.com
23. 8a. Which of these modes does your product use? 2 1 4 3 www.mitraeftekhar.blogspot.com
24. 8a. SelfeSteem Campaign The Campaign for Real Beauty is a global effort to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty; to embrace all definitions of beauty. www.mitraeftekhar.blogspot.com
27. 9. Place Where is your product available? Supermarkets, sari-sari stores, convenience outlets, drugstores Nationwide www.mitraeftekhar.blogspot.com
28. 10. What is the generic winning strategy? Which of the 4 strategies are being used? Niche Differentiation (¼ moisturizing and no soap residue) www.mitraeftekhar.blogspot.com
30. Steps 1 to 5Summary headline of your PTM and market PTM: Women 20-35 Y O, Class A & B They want soft, beautiful skin Choices: Olay, Nivea, Palmolive, Safeguard, Maxi-Peel, Silka, Johnson's, Belo, Vaseline Dove Cleanses and Softens with ¼ moisturizing cream The market size is $2.5, Dove Niche is $0.9 Billion www.mitraeftekhar.blogspot.com
31. Steps 6 to 10Summary headline of the marketing mix & strategy The only soap bar with ¼ moisturizing cream. 100 gr @ P 40, 135 gr @ P 50 Self esteem Campaign, 7 days with no mirrors challenge Supermarkets, Sari-Sari store, Nationwide Niche strategy to win www.mitraeftekhar.blogspot.com
32. 10 STEP Marketing Plan for Dove MitraEftekhar February 2011 32 www.mitraeftekhar.blogspot.com
