10 step mktg plan-cat

3,296 views

Published on

Published in: Health & Medicine, Business
1 Comment
6 Likes
Statistics
Notes
No Downloads
Views
Total views
3,296
On SlideShare
0
From Embeds
0
Number of Embeds
21
Actions
Shares
0
Downloads
0
Comments
1
Likes
6
Embeds 0
No embeds

No notes for slide

10 step mktg plan-cat

  1. 1. 10 STEP Marketing Plan for POND’S White Beauty Cat Ansay March 2012
  2. 2. Disclaimer <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>
  3. 3. Beautiful and whiter skin for ladies <ul><li>Ponds’ White Beauty PTM are for modern women </li></ul><ul><li>Who have taken a lease on life and are in search for true love </li></ul><ul><li>Can choose OLAY White and LOREAL White Perfect </li></ul><ul><li>Other brands are more known </li></ul><ul><ul><li>to just whiten skin tone </li></ul></ul><ul><li>Market size is 33.2B, Ponds </li></ul><ul><li>captured 18.2B or (54%) </li></ul>
  4. 4. Ladies pay for Beauty and a chance for love <ul><li>PONDs White Beauty is more than just a whitening cream, it provides a pinkish white glow and skin radiance </li></ul><ul><li>Is priced higher than the local brands such as Skin White and MaxiPeel but is priced lower than foreign brands such as Olay, Loreal and Garnier </li></ul><ul><li>Uses TV and print advertisements, well-known endorsers, billboards, product booths, flyers, experiences and events </li></ul><ul><li>Distributed nationwide </li></ul><ul><li>Uses niche approach to dominate the market </li></ul>
  5. 5. 1. Describe the primary target market (PTM)* <ul><li>19-29 years old, social class A, B & C, modern women </li></ul><ul><li>Studying and those who have just started work, socially active, searching for true love </li></ul><ul><li>Confident, vibrantly happy and dynamic </li></ul><ul><li>Wants to have lighter skin without visiting the dermatologist </li></ul><ul><li>Beauty conscious, those who want to feel good and confident with the way the look </li></ul>
  6. 6. PTM needs to be noticed and attractive I am happy when I feel confident with the way I look I want to be attractive to be noticed Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler I am content when I find true love
  7. 7. 2. Modern women have several needs, wants and demands <ul><li>Modern women are in search to find that one true love that will make them achieve contentment and reach the stage of self-actualization </li></ul><ul><li>Modern women are vain, they need to feel confident with the way they look to gain or enhance self-esteem </li></ul><ul><li>Modern women need to be attractive to belong and be socially accepted </li></ul>
  8. 8. 2. Modern women have several needs, wants and demands <ul><li>Modern women prefer Ponds White Beauty over other whitening products because of its effectiveness, price, scent, packaging, advertisements, promos and brand promise of a whiter skin in just 7 days </li></ul><ul><li>Modern women demand noticeably whiter and more radiant skin to boost confidence </li></ul>
  9. 9. POND’s has many competitors in the market/industry <ul><li>Direct Competitors </li></ul><ul><ul><li>OLAY White, LOREAL White Perfect, GARNIER Light Complete, NIVEA Sparkling White, GlutaMAX, SKINWHITE Power Whitening, BELO Whitening Cream </li></ul></ul><ul><li>Indirect Competitors </li></ul><ul><ul><li>Whitening soaps, Glutathione capsules, Salt baths </li></ul></ul><ul><li>Variables </li></ul><ul><ul><li>Age, price, packaging, promos and discounts, availability in stores, effectiveness, brand promise of a whiter skin in just 7 days </li></ul></ul>
  10. 10. POND’S IS #1 IN NICHE MARKET Price vs. Age Matrix PONDS White Beauty PONDS Flawless White PONDS Age Miracle OLAY White OLAY Regenerist OLAY Total Effects LOREAL White Perfect NIVEA GARNIER SKINWHITE MAXIPEEL
  11. 11. The Market is saturated with whitening products <ul><li>… but only PONDS White Beauty offers a pinkish-white glow in just 7 days </li></ul>Benefit Positioning vs. Brand Matrix
  12. 12. Skin white has imitated ponds’ promise of providing lighter skin in just 7 days
  13. 13. 4. POND’S positions strongly in a niche market opportunity <ul><li>POND’S is the only whitening cream that: </li></ul><ul><ul><li>Gives users the desired whiteness and at the same time, provides pinkish white glow and skin radiance </li></ul></ul><ul><ul><li>Whitens complexion in 7 days </li></ul></ul><ul><ul><li>Conceals and removes skin imperfections or blemishes </li></ul></ul><ul><li>SkinWhite has adapted a similar concept of lightening skin in 7 days </li></ul><ul><li>Face creams are no longer focused on moisturizing skin alone but have introduced additional benefits such as whitening, anti-aging and sun protection </li></ul>
  14. 14. 4. positioning: brand identity from the maker <ul><li>Helping to keep your skin looking and feeling naturally beautiful </li></ul>
  15. 15. Beauty and personal care shares In Billions
  16. 16. BEAUTY AND PERSONAL CARE SALES FORECAST In Billions
  17. 17. PONDS WHITE BEAUTY VS COMPETITORS Direct Competitors Indirect Competitors
  18. 18. 6b. Product Description <ul><li>Ponds White Beauty is a powerful skin lightening technology that combines Lycopene + Pro Vitamin B3 in a formula that works to help replenish the skin’s depleted Lycopene levels </li></ul><ul><li>Provides optimum defense from the sun’s damaging rays </li></ul><ul><li>Gently dilutes the accumulated melanin in the skin helping give it a radiant pinkish-white glow as it lightens </li></ul>
  19. 19. Pond’s white beauty products for unique skin needs
  20. 20. 7. Price
  21. 21. 8a. Pond’s uses the following <ul><li>Sales Promotion </li></ul><ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Events and Experiences </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Interactive Marketing </li></ul><ul><li>Personal Selling </li></ul><ul><li>Word of Mouth </li></ul>3 1 2 4
  22. 22. Pond’s white beauty commercials focus on searching for love
  23. 23. Pond’s website showcases the variety of products
  24. 24. Pond’s EVENTS
  25. 25. 8a. Samples of Promo
  26. 26. 8b. Competitors promo
  27. 27. 9. POND’S WHITE BEAUTY IS AVAILABLE NATIONWIDE <ul><li>Small grocery retailers, grocery retailers, supermarkets/hypermarkets, convenience stores, health and beauty retailers, parapharmacies, drugstores, department stores </li></ul><ul><li>Pond’s have personalized booths in big malls/department stores </li></ul><ul><li>Can be bought in cash or credit </li></ul>
  28. 28. PONDS products in stores
  29. 29. PONDS products in stores
  30. 30. 10. POND’S USES NICHE APPROACH TO WIN <ul><li>It dominates the 19-29 year old modern women market </li></ul><ul><li>It’s commercials, billboards, print ads and promos significantly contribute to the products’ sales </li></ul><ul><li>Cost of product is not too cheap nor expensive </li></ul><ul><li>It is widely distributed </li></ul>
  31. 31. Beautiful and whiter skin for ladies <ul><li>Ponds’ White Beauty PTM are for modern women </li></ul><ul><li>Who have taken a lease on life and are in search for true love </li></ul><ul><li>Can choose OLAY White and LOREAL White Perfect </li></ul><ul><li>Other brands are more known </li></ul><ul><ul><li>to just whiten skin tone </li></ul></ul><ul><li>Market size is 33.2B, Ponds </li></ul><ul><li>captured 18.2B or (54%) </li></ul>
  32. 32. Ladies pay for Beauty <ul><li>PONDs White Beauty is more than just a whitening cream, it provides a pinkish white glow and skin radiance </li></ul><ul><li>Is priced higher than the local brands such as Skin White and MaxiPeel but is priced lower than foreign brands such as Olay, Loreal and Garnier </li></ul><ul><li>Uses TV and print advertisements, well-known endorsers, product booths, flyers, experiences and events </li></ul><ul><li>Distributed nationwide </li></ul><ul><li>Uses niche approach to dominate the market </li></ul>
  33. 33. 10 STEP Marketing Plan for PONDS White Beauty Cat Ansay March 2012

×