V53 10 step marketing plan for rexona_draft

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V53 10 step marketing plan for rexona_draft

  1. 1. 10 STEP Marketing Plan for Rexona Reainki A. Olivar February 2011 Kayeolivar.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 Kayeolivar.blogspot.com
  3. 3. <ul><li>Rexona’s PTM are the outgoing/active individuals who wants their underarm to stay dry and odorless </li></ul><ul><li>What do they need, want, demand (NWD) They need a deodorant that will give them 24 hour protection .They want a product that will not cause darkening of underarms, and they demand for a brand that is tailored individually both for men and women. </li></ul><ul><li>Competitor: Splash SkinWhite, Nivea Deodorant, Block & White Deodorant </li></ul><ul><li>Where is the opportunity (gap) </li></ul><ul><li>How big is the market (3Cs ) </li></ul>Steps 1 to 5 Summary headline of your PTM and market Kayeolivar.blogspot.com
  4. 4. <ul><li>Deodorant </li></ul><ul><li>Price </li></ul><ul><li>Advertisements (TV, Print, Billboards), Uses active teens, celebrities </li></ul><ul><li>Distributed Nationwide and to some parts of the world </li></ul><ul><li>The number 1 deodorant in the Philippines </li></ul>Steps 6 to 10 Summary headline of the marketing mix & strategy Kayeolivar.blogspot.com
  5. 5. 1. Describe the primary target market (PTM)* <ul><li>Demographics (16 to 35, male or female, B and C, single/married) </li></ul><ul><li>Lifestyle (Vain, Athletic, Fashionable/Trendy, Active/always on the go) </li></ul><ul><li>Behavior (Wants to stay fresh/ odorless and have whiter underarms) </li></ul>Kayeolivar.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 Kayeolivar.blogspot.com
  7. 7. Describe your PTM needs Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler The need to be recognize as someone who’s hygienic and has white underarms t hus has a status of being beautiful Need to belong to a group who has whiter underarms Kayeolivar.blogspot.com
  8. 8. 2. PTM’s needs, wants & demands <ul><li>Needs: Need to belong to a group who has whiter underarms. Need to be recognize as someone who’s hygienic and beautiful </li></ul><ul><li>Wants: PTM want to have whiter underarms that wont let them down. Wants to stay fresh and dry the whole day. </li></ul><ul><li>Demands: The product should protect the PTM from body odor by  stopping sweat  or enhancing scent , and may provide additional benefits  such as skin lightening and care. </li></ul>Kayeolivar.blogspot.com
  9. 9. 3a. Direct and indirect products that address my PTM’s NWD <ul><li>DIRECT Competitor: Splash Skin White, Nivea Deodorant, Block & White Deo </li></ul><ul><li>INDIRECT Competitor: Soaps like Safeguard, Dove, Olay, Tawas </li></ul><ul><li>Variables: Price, Age, Lifestyle, Not brand conscious individual </li></ul>Kayeolivar.blogspot.com
  10. 10. 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>Kayeolivar.blogspot.com
  11. 11. competitive position map Colgate Total + whiten Sensodyne Hapee Unique Hapee Complete + whitening Price vs. Age Matrix as of 2011 Hapee Fresh Close Up whiten Colgate Sensitive Colgate Fresh Unique
  12. 12. 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.
  13. 13. 4. Identify the gap between customers and competition <ul><li>Where is the marketing opportunity? </li></ul><ul><li>Teenagers who wants a deodorant that suits their budget and delivers results. </li></ul><ul><li>What NWDs are not being addressed? </li></ul><ul><li>Unique selling proposition: “Rexona wont let you down.” </li></ul>Kayeolivar.blogspot.com
  14. 14. 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><ul><li>Nivea Deodorant has acquired 3.5% of the deodorant market, and the company hopes to boost its share in the market to 5.7% with its new product. </li></ul></ul><ul><ul><li>Splash with an industry-leading 29 per cent share of the deodorant whitening market. </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>Kayeolivar.blogspot.com
  15. 15. 5b. Estimate the market size using company data <ul><li>Claimed market share: Rexona currently holds approximately 30% of the deodorant market according to Stanners, and is currently the market leader. </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>Kayeolivar.blogspot.com
  16. 16. 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>Kayeolivar.blogspot.com
  17. 17. 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><ul><li>*U.S. Department of Commerce, Bureau of the Census </li></ul>Use instinct and best business judgment to finalize market size Kayeolivar.blogspot.com
  18. 18. 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>Kayeolivar.blogspot.com
  19. 19. 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 Kayeolivar.blogspot.com
  20. 20. 6b. Product Description <ul><li>Describe the physical features, specifications, attributes of the product. </li></ul><ul><li>Proprietary body-responsive technology </li></ul><ul><li>The first company to introduce Rexona Crystal, a product that eliminates the unsightly white deposits on dark garments commonly associated with aerosols and sticks </li></ul><ul><li>*Info may be in product packaging, label, brochures or website. </li></ul>Kayeolivar.blogspot.com
  21. 21. 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>Kayeolivar.blogspot.com
  22. 22. 8a. Which of these modes does your product use? ** Pls. rank most used, 1-highest use Kayeolivar.blogspot.com
  23. 23. 8a. Your products Promotions <ul><li>Describe what you propose to do/ product is currently doing vs. the 8 modes of communications. </li></ul><ul><li>***Print Ads, Events, Cathcy Tagline </li></ul><ul><li>Show executions of this (from websites, print ads, actual commercials) </li></ul>Kayeolivar.blogspot.com
  24. 24. 8a. Samples of Promo <ul><li>Samples </li></ul>This can be in multiple slides Kayeolivar.blogspot.com
  25. 25. 8b. Competitor promo <ul><li>Show also how your key competitors communicate </li></ul><ul><li>Their commercials </li></ul><ul><li>Their websites </li></ul><ul><li>And why your communication stands out </li></ul>Kayeolivar.blogspot.com
  26. 26. 8b. Competitor promo <ul><li>Samples </li></ul>Can be multiple slides Kayeolivar.blogspot.com
  27. 27. 9. Place <ul><li>Where is your product available? </li></ul><ul><ul><li>Supermarkets, sari-sari stores, convenience outlets, drugstores </li></ul></ul><ul><ul><li>Nationwide and some parts of the world </li></ul></ul><ul><ul><li>Method of delivery (some products can be delivered to your home, ordered via internet, phone orders, etc.) </li></ul></ul>Kayeolivar.blogspot.com
  28. 28. 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>Kayeolivar.blogspot.com
  29. 29. SUMMARY Kayeolivar.blogspot.com
  30. 30. <ul><li>Rexona’s PTM are the outgoing/active individuals who wants their underarm to stay dry and odorless </li></ul><ul><li>What do they need, want, demand (NWD) They need a deodorant that will give them 24 hour protection .They want a product that will not cause darkening of underarms, and they demand for a brand that is tailored individually both for men and women. </li></ul><ul><li>Competitor: Splash SkinWhite, Nivea Deodorant, Axe, Block & White Deodorant, Fa </li></ul><ul><li>Where is the opportunity (gap) </li></ul><ul><li>How big is the market (3Cs ) </li></ul>Steps 1 to 5 Summary headline of your PTM and market Kayeolivar.blogspot.com
  31. 31. <ul><li>Deodorant </li></ul><ul><li>Price </li></ul><ul><li>Advertisements (TV, Print, Billboards), Uses active teens, celebrities </li></ul><ul><li>Distributed Nationwide and to some parts of the world </li></ul><ul><li>The number 1 deodorant in the Philippines </li></ul>Steps 6 to 10 Summary headline of the marketing mix & strategy Kayeolivar.blogspot.com
  32. 32. 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>

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