10 Step Marketing Plan

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10 Step Marketing Plan

  1. 1. 10 STEPMarketing Plan forBaby Bench Colognia Jeanne Bernice A. Quitoriano October 2011 http://jeannequitoriano.blogspot.com 1
  2. 2. Steps 1 to 5A sweet way to babies atheart1. Baby Bench Colonia’s PTM are babies-at-heart.2. Who want to feel confident and smell like a baby all day long3. Can choose J and J’s Baby cologne, Lewis and Pearl,4. Gap is all other brands offer fragrant cologne at a low price.5. Market size is PhP 10 million. Baby Bench niche is PhP 1 million http://jeannequitoriano.blogspot.com
  3. 3. Steps 6 to 10Journey to sweet scent6. Baby Bench Colognia is a cologne for everyone who are babies-at-heart.7. Is priced only 2% higher than any other brands8. Uses TV Ads and experience9. Previously offered only in Bench outlets but now also available in supermarkets and drugstores.10. Uses niche approach to win http://jeannequitoriano.blogspot.com
  4. 4. 1. Baby Bench Colognia’s PTMare babies of all ages Mostly 10-25 years or older, social class AB and C Studying, working actively Prefers light and refreshing scent that lasts all day long http://jeannequitoriano.blogspot.com
  5. 5. 2. Babies-at-heart’s needs,wants and needsNeeds: Babies-at-heart needs to belong and be confident about their smellWants: Babies-at-heart prefer Baby Bench Colognia because of its light and refreshing scentDemands: Babies-at-heart demand its classy scent and there are wide choices of sizes and scent http://jeannequitoriano.blogspot.com
  6. 6. 3a. Baby Bench hasformidable competitors Direct: Johnson’s baby cologne, Lewis and Pearl, Penshoppe Smells Like Baby, Bambini Indirect: Perfume, Bathsoap Variables: Price, packaging, variety in sizes and scent http://jeannequitoriano.blogspot.com
  7. 7. 3b. Create 2 Positioning Maps1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice This 1st Map should allow differentiation/ non- clustering of the direct competitors2nd Map: Functional Benefit vs. Brands/ Variants http://jeannequitoriano.blogspot.com
  8. 8. 2x2 competitive position map for cologne Price vs. Age MatrixPrice/ 0-12 yrs 13-19 yrs 20-39 yrs 40yrs upAgeMatrixHigh Baby Bench Cologniaprice Penshoppe J&J Baby Smells Like Baby J&J BabyLow Cologne ColognePrice Lewis and Pearl Bambini http://jeannequitoriano.blogspot.com
  9. 9. Benefit positioning vs. brand map for cologne Benefit Positioning vs. Brand Matrix Penshoppe Smells Functional Benefit Baby Bench Like Baby J&J Baby Cologne Bambini Lewis and PearlBaby like scentNon-irritantLasts all daySaves money http://jeannequitoriano.blogspot.com
  10. 10. 4. Baby Bench positions stronglyin a niche market opportunityBaby Bench Colognia is a cologne line that offers a classy, baby scent for all babies-at-heart who wanted to smell fresh and light from morning until night.Now that they are available everywhere, competitors changed looks and formulated more varieties of scent such as Lewis and Pearl.Positioning has been on segments of the market with emphasis on scent and price http://jeannequitoriano.blogspot.com
  11. 11. 4. “Positioning”: Brand Identityfrom the makerSpecially created with baby’s delicate skin in mind. It has non-irritating formula that maintains the smoothness of skin keeping it fresh and clean all day. http://jeannequitoriano.blogspot.com
  12. 12. 4. Baby Bench positioning fromthe global prospectiveBaby Bench gives the satisfaction of being able to smell good and fresh all day everyday without worrying dry or irritated skin. http://jeannequitoriano.blogspot.com
  13. 13. 5a. Based on Facebook page ofproducts, market size is about PhP 10million Market size = PhP 10 million  Lewis and Pearl = 34%  J&J Baby = 30%  Baby Bench = 25%  Others = 11% http://jeannequitoriano.blogspot.com
  14. 14. 5b. Estimate the market sizeusing customer data1. Usage per year  500mL = 3-4 bottles per year  200mL = 4 bottles per year  100mL = 6-7 bottles per year  50mL = 8-9 bottles per year http://jeannequitoriano.blogspot.com
  15. 15. 5. Based on J&J’s data,estimated total market shareis PhP 20 million1. J&J sales data: Johnson’s Baby Cologne sales may be PhP 6 million2. Baby Bench sales: cologne may be PhP 5 million3. Customer Usage data = maybe about PhP 7 million http://jeannequitoriano.blogspot.com
  16. 16. 6a. Photo of colognes http://jeannequitoriano.blogspot.com
  17. 17. 6a. Show how product looksvs. competition http://jeannequitoriano.blogspot.com
  18. 18. 6b. Baby Bench CologniaSpecially created with baby’s delicate skin in mind. It has non- irritating formula that maintains the smoothness of skin keeping it fresh and clean all day.Baby Bench has variety of scents: Bubble Gum Jelly Bean Cotton Candy Ice Mint Gummy Bear Popsicle Lemon Drop Lollipop http://jeannequitoriano.blogspot.com
  19. 19. 7. PricesSize (mL) Baby Bench Penshoppe Lewis and J&J Baby Bambini Smells Like Pearl Cologne Baby 500 900.00 200 800.00 125 95.00 90.00 70.00 100 125.00 125.00 75 75.00 75.00 60.00 50 52.00 52.00 35.00 30.00 25.00 25 20.00 http://jeannequitoriano.blogspot.com
  20. 20. 8a. Baby Bench uses TV adsand consumer experience http://jeannequitoriano.blogspot.com
  21. 21. 8a. Baby Bench offers giftpacks http://jeannequitoriano.blogspot.com
  22. 22. 8b. Competitor promoLewis and Pearl’s Real You Rockshttp://lewisandpearl.com/brochure/models http://jeannequitoriano.blogspot.com
  23. 23. 8b. Competitor promoJ&J’s Presko Play and Gift packshttp://www.youtube.com/watch?v=4SL9M0jaVqU http://jeannequitoriano.blogspot.com
  24. 24. 9. Baby Bench is distributednationwide  Supermarkets, drugstores, department stores and Bench outlets  Now available online  Online purchases are delivered door-to- door http://jeannequitoriano.blogspot.com
  25. 25. 10. Baby Bench’s strategy is to standout among other cologne linesBaby Bench preferred to be different from all the cologne line in the market through its scent and qualityIt is also offered through the internet so it was made available in other countries where Filipinos who have experienced the product will be able to introduce it to the locals of the country. http://jeannequitoriano.blogspot.com
  26. 26. SUMMARYhttp://jeannequitoriano.blogspot.com 26
  27. 27. Steps 1 to 5A sweet way to babies atheart1. Baby Bench Colonia’s PTM are babies-at-heart.2. Who want to feel confident and smell like a baby all day long3. Can choose J and J’s Baby cologne, Lewis and Pearl,4. Gap is all other brands offer fragrant cologne at a low price.5. Market size is PhP 10 million. Baby Bench niche is PhP 1 million http://jeannequitoriano.blogspot.com
  28. 28. Steps 6 to 10Journey to sweet scent6. Baby Bench Colognia is a cologne for everyone who are babies-at-heart.7. Is priced only 2% higher than any other brands8. Uses TV Ads and experience9. Previously offered only in Bench outlets but now also available in supermarkets and drugstores.10. Uses niche approach to win
  29. 29. 10 STEPMarketing Plan forBaby Bench Colognia Jeanne Bernice A. Quitoriano October 2011 http://jeannequitoriano.blogspot.com 29

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