Print Ad-based Marketing Plan.Facial Care

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Print Ad-based Marketing Plan.Facial Care

  1. 1. 10 STEP Marketing Plan for facial care center’s Laserlight Underarm Hair Removal Ronald M. Macapinlac ASMPH 2012 18 January 2011
  2. 2. Product: Laser light underarm hair removal The advertisement appeared last 17 January 2011 on Monday at the Philippine Daily Inquirer , page A3
  3. 3. 5 Steps for Part 1 (PTM and Positioning) <ul><ul><li>PTM: Women with active and busy lifestyle </li></ul></ul><ul><ul><li>Most women are obsessed with their underarms </li></ul></ul><ul><ul><li>Women who want to stop shaving and waxing which are time-consuming and painful </li></ul></ul><ul><ul><li>Shaving arm makes underarms rough and ugly </li></ul></ul><ul><ul><li>Little time investment for a lifetime reward </li></ul></ul><ul><ul><li>Women want smooth, whiter, hair-free underarms </li></ul></ul>
  4. 4. 5 Steps for Part 1 (PTM and Positioning) <ul><ul><li>No more stubbles and chicken skin with this laserlight underarm hair removal </li></ul></ul><ul><ul><li>Smooth and hair-free skin for a lifetime </li></ul></ul><ul><ul><li>Gap: Service that offers lifetime reward </li></ul></ul><ul><ul><li>Market potential: no data </li></ul></ul>
  5. 5. 5 Steps for Part 1 (Marketing Mix and Strategy) <ul><ul><li>Laserlight offers a new year’s resolution for women </li></ul></ul><ul><ul><ul><li>To stop shaving for good </li></ul></ul></ul><ul><ul><li>50% discount on underarm permanent hair removal </li></ul></ul><ul><ul><li>Print ads, website, call center </li></ul></ul><ul><ul><li>Branches all over the Metro </li></ul></ul><ul><ul><li>For women with active and busy lifestyle </li></ul></ul>
  6. 6. 5 Steps for Part 1 (Marketing Mix and Strategy) <ul><ul><li>Laserlight offers a new year’s resolution for women </li></ul></ul><ul><ul><ul><li>To stop shaving for good </li></ul></ul></ul><ul><ul><li>50% discount on underarm permanent hair removal </li></ul></ul><ul><ul><li>Incredibly smooth skin </li></ul></ul><ul><ul><ul><li>No more ingrown hair or chicken skin </li></ul></ul></ul><ul><ul><li>White and hair-free skin from year 2011 and the years to follow </li></ul></ul>
  7. 7. Positioning to the Primary Target Market <ul><ul><li>Part 1: </li></ul></ul><ul><ul><ul><li>Steps 1 to 5 </li></ul></ul></ul>
  8. 8. 1. Laserlight’s PTM are <ul><ul><li>Demographics: no specific data but based from the ad, it targets working class women </li></ul></ul><ul><ul><li>Lifestyle: active and busy </li></ul></ul><ul><ul><li>Behavior: women who wants to avoid the painful and time-consuming steps in shaving and waxing their underarms </li></ul></ul>
  9. 9. 2. Target market’s NWE <ul><ul><li>Needs: </li></ul></ul><ul><ul><ul><li>an hair-free underarms </li></ul></ul></ul><ul><ul><li>Wants </li></ul></ul><ul><ul><ul><li>An alternative to waxing and shaving </li></ul></ul></ul><ul><ul><li>Expectations </li></ul></ul><ul><ul><ul><li>Lifetime rewards with a little time investment </li></ul></ul></ul>
  10. 10. Having confidence with hair-free underarms
  11. 11. 3a. Competitors <ul><ul><li>Direct </li></ul></ul><ul><ul><ul><li>Beauty salons, other beauty clinics such as Calayan’s, Belo Medical Clinic, Waxing Salon, other clinics offering alternative methods of hair removal such as IPL and electrolysis </li></ul></ul></ul><ul><ul><li>Indirect </li></ul></ul><ul><ul><ul><li>Cream and wax strips </li></ul></ul></ul><ul><ul><li>Variables </li></ul></ul><ul><ul><ul><li>Age, time, income, accessibility, price, testimonials </li></ul></ul></ul>
  12. 12. 3b. Competitive Position Map <ul><ul><li>Price versus rewards </li></ul></ul><ul><ul><li>Time versus rewards </li></ul></ul>
  13. 13. 4. Closing the gap <ul><ul><li>Underarm permanent hair removal </li></ul></ul>
  14. 14. 5. Market size estimation <ul><ul><li>No data given </li></ul></ul>
  15. 15. The Marketing Mix Strategy <ul><ul><li>Part 2: </li></ul></ul><ul><ul><ul><li>Steps 6 to 10 </li></ul></ul></ul>
  16. 16. 6a. Other major players <ul><ul><li>Belo Medical Clinic </li></ul></ul><ul><ul><li>Calayan Aesthetic Center </li></ul></ul>
  17. 17. 6b. Product description <ul><ul><li>Facial care center is known for modern skin innovations and for exceptional service. </li></ul></ul><ul><ul><li>Laserlight is an alternative method to shaving; it offers permanent underarm hair removal. </li></ul></ul>
  18. 18. 7&8a. Rates/price/promo <ul><ul><li>No price given </li></ul></ul><ul><ul><li>50% discount price upon enrollment from January 17-22, 2011 </li></ul></ul><ul><ul><li>Print ads, website, call center </li></ul></ul>
  19. 19. 8b. Competitors’ promo
  20. 20. 9. Place
  21. 21. 10. Generic winning strategy <ul><ul><li>PTM: Women with active and busy lifestyle </li></ul></ul><ul><ul><li>Most women are obsessed with their underarms </li></ul></ul><ul><ul><li>Shaving and waxing which are time-consuming and painful </li></ul></ul><ul><ul><li>Little time investment for a lifetime reward </li></ul></ul><ul><ul><li>Discount price, call centers, ads, websites, testimonials </li></ul></ul>
  22. 22. Summary <ul><ul><li>PTM are women with active and busy lifestyle. </li></ul></ul><ul><ul><li>Gap is woman wants underarm permanent hair removal method. </li></ul></ul><ul><ul><li>Laserlight method offers lifetime benefit with little time investment. </li></ul></ul><ul><ul><li>Branches available all over the Metro. </li></ul></ul>
  23. 23. Summary <ul><ul><li>50% discount promo upon enrollment </li></ul></ul><ul><ul><li>Call centers, print ads, discount promos as strategies </li></ul></ul>
  24. 24. 10 STEP Marketing Plan for facial care center’s Laserlight Underarm Hair Removal Ronald M. Macapinlac ASMPH 2012 18 January 2011

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