10 step marketing plan safeguard without mapping


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10 step marketing plan safeguard without mapping

  1. 1. 10 STEP Marketing Plan for SAFEGUARD SOAP Brian Bejerano February 2011 brianbejerano13.blogspot.com
  2. 2. <ul><li>This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class. </li></ul><ul><li>The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports. </li></ul><ul><li>When appropriate, data are “masked” so as not to create unexpected conflicts. </li></ul><ul><li>The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. </li></ul>Disclaimer brianbejerano13.blogspot.com
  3. 3. <ul><li>Target Market: Families / Household </li></ul><ul><li>NWD: High emphasis on hygiene / bacteria free </li></ul><ul><li>Competitors: Can choose liquid soap, alcohol, body wash </li></ul><ul><li>Gap: Brands focusing on savings or cleaning </li></ul><ul><li>Market: Anti-Bacterial / Personal Hygiene Market </li></ul>Steps 1 to 5 Summary headline of your PTM and market brianbejerano13.blogspot.com
  4. 4. <ul><li>Safeguard – No. 1 anti bacterial soap </li></ul><ul><li>Price: </li></ul><ul><li>Promo: TV ads </li></ul><ul><li>Place: Nationwide </li></ul><ul><li>Generic Winning Strategy of Mix: Niche Market approach </li></ul>Steps 6 to 10 Summary headline of the marketing mix & strategy brianbejerano13.blogspot.com
  5. 5. 1. Describe the primary target market (PTM)* <ul><li>Demographics (Age range: 5-70, M/F, ABC, Single/Married/Family) </li></ul><ul><li>Lifestyle (Active individuals who are particular to personal hygiene) </li></ul><ul><li>Behavior (consumed everyday, cost-dependent on size, every hour, germ free concern) </li></ul><ul><li>*Exclusion of a certain demographic group in PTM does not mean they do not buy the product. Some do buy, but majority don’t which is why limited marketing resources are best focused on PTM </li></ul>brianbejerano13.blogspot.com
  6. 6. 2. My PTM’s NWD <ul><li>Needs from Maslow’s hierarchy </li></ul><ul><li>Wants determine choice </li></ul><ul><li>Demands for them to buy the product </li></ul>Note: There may be multiple answers for needs, wants demands. Of these answers, underline and use bold font for the best answers. See examples that follow brianbejerano13.blogspot.com
  7. 7. Describe your PTM needs Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler brianbejerano13.blogspot.com Germ Free Cleanliness
  8. 8. 2. PTM’s needs, wants & demands <ul><li>Needs: to be clean and germ free – avoid diseases / safety needs. </li></ul><ul><li>Wants: to smell good, germ free, and feel fresh </li></ul><ul><li>Demands: 24 hour germ protection </li></ul><ul><li>** for needs, wants & demands, underline the top 1or 2 variables that are most important to the PTM </li></ul>brianbejerano13.blogspot.com
  9. 9. 3a. Direct and indirect products that address my PTM’s NWD <ul><li>Direct Competitors: Bioderm, Dial, Green Cross, etc. </li></ul><ul><li>Indirect Competitors: body wash, alcohol, sanitizers, beauty soaps </li></ul><ul><li>Variables: health, hygiene, price, benefits </li></ul>brianbejerano13.blogspot.com
  10. 10. 4. Safeguard has a strong position in the niche market <ul><li>Safeguard is the only soap that kills germs and claims to give 24-hour protection, gives family skin germs protection, trusted by doctors / families, accredited by PAMET. </li></ul><ul><li>Market leader in personal hygiene; no brand has the same position as safeguard </li></ul>brianbejerano13.blogspot.com
  11. 11. brianbejerano13.blogspot.com
  12. 12. 5a. Estimate the market size using competitor data <ul><li>1. Top 7000 Corporation Data or news </li></ul><ul><ul><li>Total Sales from 1 product companies </li></ul></ul><ul><ul><li>% of sales from multi-product </li></ul></ul><ul><li>2. vs. known Industry size comparisons </li></ul><ul><li>3. vs. 1-1 suppliers </li></ul><ul><li>4. Visual observation- warehouse </li></ul><ul><li>5. Pirating personnel or garbage </li></ul><ul><li>6. Illegal interview </li></ul><ul><li>7. “Share of Shelf” </li></ul>brianbejerano13.blogspot.com
  13. 13. 5b. Estimate the market size using company data <ul><li>Claimed market share </li></ul><ul><li>Guesstimate on market share </li></ul><ul><ul><li>Fair share of market </li></ul></ul><ul><ul><li>Distribution extent </li></ul></ul><ul><li>Historical sales </li></ul>brianbejerano13.blogspot.com
  14. 14. 5c. Estimate the market size using customer data <ul><li>Usage per day or per year </li></ul><ul><ul><li>Per person </li></ul></ul><ul><ul><li>Per household </li></ul></ul>brianbejerano13.blogspot.com
  15. 15. 5. Decide on market size in pesos, not in number of people <ul><li>Competitor data= </li></ul><ul><li>Company data = </li></ul><ul><li>Customer Usage data = </li></ul>Use instinct and best business judgment to finalize market size brianbejerano13.blogspot.com
  16. 16. 6a. Photo of product category <ul><li>Show a product shot </li></ul><ul><li>Your product and your competitors </li></ul><ul><li>with, without box as they look in the supermarket </li></ul><ul><li>All pack sizes </li></ul><ul><li>All variants </li></ul><ul><li>All major brands </li></ul>brianbejerano13.blogspot.com
  17. 17. 6a. Show how product looks vs. competition Product shot 1 of direct competitors Product shot 2 of indirect competitors How product looks in supermarket shelves or point of sales brianbejerano13.blogspot.com
  18. 18. 6b. Product Description <ul><li>Describe the physical features, specifications, attributes of the product. </li></ul><ul><li>Info may be in product packaging, label, brochures or website. </li></ul>brianbejerano13.blogspot.com
  19. 19. 7. Price <ul><li>Get prices of your product </li></ul><ul><li>Creatively compare vs. competitors across different pack sizes and variants </li></ul><ul><li>Quantify the price difference in % terms vs. competitors </li></ul><ul><li>Conclude on what pricing strategy is being used </li></ul>brianbejerano13.blogspot.com