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10stepmarketingplan sarmiento final


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10stepmarketingplan sarmiento final

  1. 1. 10 STEP Marketing Plan for Palmolive Shampoo Jay Sarmiento February 2011
  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
  3. 3. <ul><li>Women of the class A and B, who are from the ages 20-35. </li></ul><ul><li>They need hygiene product for hair, they want shampoo that would cater to their hair’s needs, they demand quality hair products. </li></ul><ul><li>Competitor Proctor and Gamble (Pantene, Head and Shoulders, Rejoice) </li></ul><ul><li>Brand popularity </li></ul><ul><li>20 million estimated market size estimate. Palmolive is the second largest producer of shampoo in the Philippines. 1 st is Procter and Gamble. </li></ul>Steps 1 to 5 Summary headline of your PTM and market
  4. 4. <ul><li>Caters to Class A and B women </li></ul><ul><li>Women who wants sophistication and class </li></ul><ul><li>Has several competitors present in the industry </li></ul><ul><li>The gap competition is based on hair maintenance </li></ul><ul><li>The market size is with in the class A and B </li></ul>Hair Product for the Modern Women
  5. 5. <ul><li>Product </li></ul><ul><li>Price </li></ul><ul><li>Promo </li></ul><ul><li>Place </li></ul><ul><li>Generic Winning Strategy of Mix </li></ul>Steps 6 to 10 Summary headline of the marketing mix & strategy
  6. 6. <ul><li>Products range from shampoos to conditioners </li></ul><ul><li>It is considered as more expensive shampoo brand </li></ul><ul><li>Uses TV, events and experiences </li></ul><ul><li>Is distributed international </li></ul>Quality hair products
  7. 7. <ul><li>They are targeting women that are in the class A and B , who are from the ages 20-35. </li></ul><ul><li>Women who has an active lifestyle and conscious of their hair quality </li></ul><ul><li>Provides strong and vibrant hair </li></ul>Class A and B families who want to make their togetherness special
  8. 8. 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
  9. 9. Describe your PTM needs Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler I want to be attractive/loved I am happy when I am recognized for my beautiful hair
  10. 10. 2. Woman want to have attractive hair <ul><li>Needs: They need hygiene product that would allow them to maintain their hair despite their active lifestyle. </li></ul><ul><li>Wants: They choose Palmolive due to the packaging and price. Credibility and awareness is also a factor in which, the brand promotes silky and straight hair. </li></ul><ul><li>Demands: A more attractive hair by attaining silky and straight hair, this in turn instill in the consumer confidence in their physical beauty. </li></ul><ul><li>** for needs, wants & demands, underline the top 1or 2 variables that are most important to the PTM </li></ul>
  11. 11. 3a. Direct and indirect products that address my PTM’s NWD <ul><li>Direct: P&G (Pantene, Head and Shoulder, Rejoice), Uniliver (Clear, Cream Silk, Sunsilk, Vaseline) </li></ul><ul><li>Indirect: Gel, water </li></ul><ul><li>Variables: Age, Pricie, Packaging, brand promises silky and straight hair. </li></ul>
  12. 12. 3b. Create 2 Positioning Maps <ul><li>1 st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice </li></ul><ul><li>This 1 st Map should allow differentiation/ non-clustering of the direct competitors </li></ul><ul><ul><li>Example: Price vs. Age </li></ul></ul><ul><ul><ul><li>Size of bubbles= represent relative market shares of the brands </li></ul></ul></ul><ul><li>2 nd Map : Functional Benefit vs. Brands/ Variants </li></ul>
  13. 13. Example of a 2x2 competitive position map for toothpaste Price vs. Age Matrix as of 2011 Palmolive Natural Shampoo Palmolive Armoa therapy Palmolive Anti-Dandruff Rejoice Pantene L’Oreal Head and Shoulders vaseline Sunsilk Palmolive Tweens Price/ Age Matrix 0-13 yrs 13-24 yrs 25-49 yrs 50yrs up High price Low Price
  14. 14. Example of a benefit positioning vs. brand map for toothpaste Benefit Positioning vs. Brand Matrix as of 2011 Harder to stand out amidst the competitive clutter.
  15. 15. 4. Identify the gap between customers and competition <ul><li>Palmolive is the only shampoo </li></ul><ul><li>diversified their brand based on nature-based scents. </li></ul><ul><li>directly catered to younger costumers with their new line the Fashion Girl Shampoo. </li></ul>
  16. 16. 4. Identify the gap between customers and competition <ul><li>Palmolive should further diversify their brand towards family shampoos. </li></ul><ul><li>To directly compete with Vaseline and Head & Shoulders in the family-oriented hair product line </li></ul>
  17. 17. 4. “Positioning”: Brand identity from the maker <ul><li>Silky smooth and straight hair </li></ul><ul><li>Palmolive Naturals, Shine with Life </li></ul>
  18. 18. 5a. Estimate the market size using competitor data <ul><li>P24 billion local shampoo market </li></ul><ul><ul><li>Proctor and Gamble: 50% </li></ul></ul><ul><ul><li>Uniliver: 15 % </li></ul></ul><ul><ul><li>Colgate and Palmolive: 10% </li></ul></ul><ul><li>2. Unilever's shampoo had overtaken Head & Shoulders to grab 15.6% of the market. </li></ul><ul><li>3. The market for Haircare in the Philippines increased between 2000-2005, growing at an average annual rate of 8.7%. </li></ul>
  19. 19. 5a. Estimate the market size using competitor data <ul><li> </li></ul><ul><li> </li></ul>
  20. 20. 5b. Estimate the market size using company data <ul><li>Palmolive Philippines sales data: Annual sales close to P24 billion </li></ul><ul><li>Palmolive Claims 10 % market share </li></ul><ul><li>P24 B x 0.1 = P 2.4 Billion </li></ul>
  21. 21. 5c. Estimate the market size using customer data <ul><li>Shampoo Consumption </li></ul><ul><ul><li>30 million Filippinos buy 10ml Palmolive shampoo for 2 days a once using 0.5 ml with cost of P2 </li></ul></ul><ul><ul><li>20 m x 0.25ml x P0.25 x 365 = P7 Billion </li></ul></ul>
  22. 22. 5. Decide on market size in pesos, not in number of people <ul><li>Competitor data=P6.5 Billion </li></ul><ul><li>Company data = P8.5 Billion </li></ul><ul><li>Customer Usage data = P 7 Billion </li></ul>Use instinct and best business judgment to finalize market size
  23. 23. 6a. Photo of product category
  24. 24. 6a. Show how product looks vs. competition
  25. 25. 6b. Product Description <ul><li>Palmolive offer different shampoos </li></ul><ul><li>-Palmolive Naturals Shampoo </li></ul><ul><li>- Palmolive Aroma Therapy Shampoo </li></ul><ul><li>- Gard Anti-Dandruff Shampoo </li></ul><ul><li>- Palmolive Naturals Fashion girl </li></ul><ul><li>There are 7 sizes, 10ml and 12ml, 100, 180, 200, 400 and 750 ml </li></ul>
  26. 26. 6b. Product Description Aroma Therapy line – relaxing with essentials oils to calm frizzy hair, leaving it smooth and straight. Gard Shampoo- Anti-Dandruff, Shampoo and conditioner product.
  27. 27. 6b. Product Description 100% Natural Rose Bloom extracts & Vitamin C smoothens and relaxes each hair strand for the fabulous hair that every Fashion Girl dreams about. Utilizes the distinct herbal and natural scents of nature. For smooth, silky and straight hair
  28. 28. 7. Price <ul><li>Palmolive = 85 </li></ul><ul><li>Pantene= 104 </li></ul><ul><li>Head and Shoulders= 92 </li></ul><ul><li>Rejoice = 76 </li></ul><ul><ul><li>Pricing is consistent with their desired target market, it does not go too cheap nor too expensive. It aims to stay in the median. </li></ul></ul>
  29. 29. 8a. Which of these modes does your product use? ** Pls. rank most used, 1-highest use 1 2 3 4 5 6 7 8
  30. 30. 8a. Your products Promotions <ul><li>Palmolive has several commercials, promos and events. They have also utilized the ever expanding reach of the internet to further their marketing. </li></ul>
  31. 31. 8a. Samples of Promo
  32. 32. 8b. Competitor promo <ul><li>Other shampoos offer the same features such as: </li></ul><ul><li>- Hair smoothing and silky look </li></ul><ul><li>- Conditioner and Shampoo combo </li></ul><ul><li>Palmolive’s product promo stands out due to the utilization of celebrities that is directly marketed toward the specific market </li></ul>
  33. 33. 8b. Competitor promo
  34. 34. 9. Place <ul><li>Where is your product available? </li></ul><ul><ul><li>Supermarkets, sari-sari stores, convenience outlets, drugstores, market stalls </li></ul></ul><ul><ul><li>Nationwide </li></ul></ul><ul><ul><li>Pick-up by customers </li></ul></ul><ul><ul><li>Cash and credit transaction </li></ul></ul>
  35. 35. 10. What is the generic winning strategy? <ul><li>Which of the 4 strategies are being used? (bold and underline to most dominant strategy) </li></ul><ul><ul><li>Low Cost Producer </li></ul></ul><ul><ul><li>Supply and Distribution Leverage </li></ul></ul><ul><ul><li>Differentiation </li></ul></ul><ul><ul><li>Niche </li></ul></ul>
  36. 36. SUMMARY
  37. 37. <ul><li>They are targeting women that are in the class A and B , who are from the ages 20-35. </li></ul><ul><li>NWD: a product that maintains and helps their hair smooth, silky and long </li></ul><ul><li>P&G (Pantene, Head and Shoulder, Rejoice), Uniliver (Clear, Cream Silk, Sunsilk, Vaseline) </li></ul>Steps 1 to 5 Summary: Palmolive Shampoo
  38. 38. <ul><li>4. No other product provides shampoos based on natures plants. </li></ul><ul><li>5. The market size is P 24 billion. Palmolive Shampoo niche is P 2.4 Billion </li></ul>Steps 1 to 5 Summary: Palmolive Shampoo
  39. 39. <ul><li>Palmolive Shampoo </li></ul><ul><li>Price is competitive, median </li></ul><ul><li>TV, Print and web. Uses events and promos. </li></ul><ul><li>Distributed nationwide </li></ul><ul><li>Uses niche approach to win </li></ul>Steps 6 to 10 Summary headline of the marketing mix & strategy
  41. 41. Your Assignment <ul><li>Use this template to make your marketing plan for a product or company that will also be the topic of your STRAMA </li></ul><ul><li>Follow power presentation principles </li></ul>
  42. 42. Grading <ul><li>Customers (PTM, NWD)- 20% </li></ul><ul><li>Competition (Positioning Map, Market Size) 30% </li></ul><ul><li>Company (4Ps, Strategy)- 40% </li></ul><ul><li>Power Principles Formatting- 10% </li></ul>