10 step marketing plan for Vaseline Shampoo

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MARKMA V57
Prof. Bong de Ungria

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10 step marketing plan for Vaseline Shampoo

  1. 1. 10 STEPMarketing Plan forVaseline Shampoo Rhea G. Jardin July 2012 www.slideshare.net/rgjardin 1
  2. 2. DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.When appropriate, data are “masked” so as not to create unexpected conflicts.The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. www.slideshare.net/rgjardin
  3. 3. Steps 1 to 5The family that showertogether…….1. Vaseline PTM are budget conscious mothers2. Who want to have a product that suits the needs of every family member3. Can choose Rejoice and Sunsilk4. Gap is all other brands are more known for offering wide variety of shampoo mostly for active females5. The market size is P20 Billion. Vaseline niche is P3.5 Billion (or 17%) www.slideshare.net/rgjardin
  4. 4. Steps 6 to 10Mothers pay for healthbenefits6. Vaseline is a shampoo that restores proteins to hair leaving it healthy and glowing7. 23% cheaper than Rejoice and 27% cheaper than Sunsilk*8. Uses TV, events and experiences9. Distributed nationwide10. Uses niche approach to win*based on bottle packaging of 180ml and 275ml www.slideshare.net/rgjardin
  5. 5. 1. Vaseline primary target market(PTM) are budget consciousmothers 28-37 years old, social class AB and C, married with kids Working moms or plain housewives in charge of the family’s monthly budgeting Taking a bath at least twice a day and demand soft, manageable and healthy hair that would satisfy the needs of every family member at a budget friendly price www.slideshare.net/rgjardin
  6. 6. PTM needs to be reliable and dependable by their families… Self-Actualization Needs (Self-DevelopmentI’m happy when I satisfy the & Realization) needs of my family Esteem Needs (Recognition, Status) I want to be dependable Social Needs (sense of belonging, love)I want my family to be protected Safety Needs (security, protection) Physiological needs (food, water, shelter) Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 6 www.slideshare.net/rgjardin
  7. 7. 2. Mothers have specific wantsand demands for their familiesMothers need to have the fulfillment that they were able to satisfy the needs of their families, and achieve self- actualizationMothers prefer, choose Vaseline Shampoo over other shampoo products because of value for money, packaging, fragrant smell, brand promise of Healthy Glowing hairMothers demand smooth and glowing hair, fragrant smell that lasts the whole day, mild ingredients that are suitable even for kids www.slideshare.net/rgjardin
  8. 8. 3a. Vaseline Shampoo hasmany tight competitors Direct: Rejoice, Sunsilk, Head & Shoulders, Palmolive, Pantene, Loreal, Dove Indirect: Hot Oil Treatment, Gugo essence, hair moisturizer Variables: Age, Price, packaging, different categories, availability, mild and gentle to use www.slideshare.net/rgjardin
  9. 9. Vaseline Shampoo is #1 in niche: premium product for mothers as of 2011 Price vs. Age MatrixPrice/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs upAgeMatrixHigh Dove Loreal Dove Sunsilkprice Sunsilk Pantene Pantene LorealLow Vaseline w/ Palmolive Vaseline Rejoice Anti-Dandruff/ Vaseline w/ Active Aloe-Price Amino Collagen Vaseline w/ Silk Plus Rejoice Germ-Fighting Wheat Formula Proteins Fizz www.slideshare.net/rgjardin
  10. 10. as of 2011 Vaseline’s niche is healthy glowing hair Benefit Positioning vs. Brand Matrix Rejoice Rejoice Rejoice Vaseline Vaseline Vaseline Sunsilk Sunsilk Sunsilk Sunsilk Sunsilk Sunsilk Anti- Amino Germ- Aloe- Amino- Olive CeramideFunctional Benefit Fizz dandruff Silk Collagen fighting Wheat Keratin Fruitamin Collagen Serum Macadamia SoyaSmooth &ManageableHealthy glowingHair fall solutionAnti-dandruffDry & damaged hairStrong & longStraight & frizzySoft & smooth www.slideshare.net/rgjardin
  11. 11. 4. Vaseline Shampoo positionsstrongly in a niche market opportunityVaseline is the shampoo that offers Amino Collagen Plus, a natural protein ingredient that helps keep hair soft, shiny and fragrant for budget conscious mothersRejoice shampoo tried to copy the position of Vaseline by introducing the Quatro Pack similar to Vaseline’s four chamber sachetVaseline shampoo has positioned itself in the market segment with its innovation of offering a product suitable for the entire family www.slideshare.net/rgjardin
  12. 12. 4. “Positioning”: brand identity fromthe makerUno, Dos, Tres, Quatro……It is the only shampoo that gives glowing, healthy hair, and has always been known to promote togetherness and intimacy within the family through its brand values and principles… Source: http://www.unilever.com.ph/brands/personalcarebrands/vaselineshampoo.aspx www.slideshare.net/rgjardin
  13. 13. 4. “Positioning”: brand identity fromthe maker It was also the first brand to introduce the innovative double-chamber shampoo sachet that offered an easy, hassle-free bathing experience enough for the entire family Hair loses proteins and need to be replenished to keep it healthy. Healthy hair is the first step to hair that always looks and smells good. Source: http://www.unilever.com.ph/brands/personalcarebrands/vaselineshampoo.aspx www.slideshare.net/rgjardin
  14. 14. 5a. Based on competitor data, themarket industry is P20 billionMarket size for shampoo: 20 billion  Sunsilk: 30%  Vaseline: 17%  Rejoice: 15% http://business.inquirer.net/28313/%E2%80%98should-we-drop-advertising-from-our-budget-and-put-it-all-on- promo%E2%80%99 http://www.philstar.com/Article.aspx?articleId=38087 www.slideshare.net/rgjardin
  15. 15. 5b. Based on Unilever data, whereVaseline share is 17%, total marketsize is 20 billion1. Unilever Philippines annual sales data: P24 billion; Vaseline sales may be P3.5 billion2. Vaseline shampoo claims market share of 17%3. Then total shampoo market size is P3.5 billion / 0.17 = P20 billion www.slideshare.net/rgjardin
  16. 16. 5c. Consumer data indicatesa size of P21.9 billion Shampoo consumption: 50 out of approximately 88 million Filipinos bathe daily using 4.5ml of shampoo which costs around P1.20 per bathing 50M x 1 x P1.20 x 365 = P21.9 billion www.slideshare.net/rgjardin
  17. 17. 5. Concluded that shampoomarket is 20 billion1. Competitor data= P20B2. Company data = P20B3. Customer Usage data = P21.9B www.slideshare.net/rgjardin
  18. 18. 6a. Vaseline has superiordisplays on shelf like Rejoice www.slideshare.net/rgjardin
  19. 19. 6b. What makes Vaselinedifferent as a product? Vaseline shampoo restores protein to hair so it remains soft, shiny and fragrant – the key indicators of healthy hair Vaseline shampoo is the only shampoo that has Milk Proteins and Germ-Fighting formula that kills germs in the hair and scalp that causes dandruff Source: http://www.unilever.com.ph/brands/personalcarebrands/vaselineshampoo.aspx www.slideshare.net/rgjardin
  20. 20. 6b. Vaseline shampoooffers 4 variants1. Vaseline Healthy Glow Shampoo with Active Aloe- Wheat Proteins2. Vaseline Healthy Glow Shampoo with Amino Collagen Plus3. Vaseline Healthy Glow Shampoo with Germ-Fighting Formula4. Vaseline Healthy Glow Shampoo with Phot-Lipid Plus Source: http://www.unilever.com.ph/brands/personalcarebrands/vaselineshampoo.aspx www.slideshare.net/rgjardin
  21. 21. 7. Brands have small price difference on retail packaging but Vaseline is cheaper in bottle packaging Actual retail price at Save More (July 3, 2012) Unit price per ml Unit price per LITER Price Sachet* Bottle Pouch/Refill Sachet* Bottle Pouch/Refill Daily **Packaging per pack 18 ml 275ml 275 ml 18 ml 275ml 275 ml ConsumptionVaseline 6 sachet pack 28.75 0.27 - - 266.20 - - 1.20Vaseline 275ml bottle 99.75 - 0.36 - - 362.73 - 1.63Vaseline 275ml refill 82.75 - - 0.30 - - 300.91 1.35*one sachet is composed of 4 chambers**equivalent to one chamber of 4.5ml shampoo Unit price per ml Unit price per LITER Price Sachet* Bottle Sachet* Bottle Daily **Packaging per pack 16 ml 180ml 16 ml 180ml ConsumptionRejoice 6 sachet pack 27.75 0.29 - 289.06 - 1.16Rejoice 180ml bottle 84.75 - 0.47 - 470.83 1.88*one sachet is composed of 4 chambers**equivalent to one chamber of 4ml shampoo Unit price per ml Unit price per LITER Price Sachet* Bottle Sachet* Bottle Daily **Packaging per pack 13.5 ml 180ml 13.5 ml 180ml ConsumptionSunsilk 6 sachet pack 24.75 0.31 - 305.56 - 2.06Sunsilk 180ml bottle 89.75 - 0.50 - 498.61 3.37*one sachet is composed of 2 chambers**equivalent to one chamber of 6.5ml shampoo www.slideshare.net/rgjardin
  22. 22. 8a. Vaseline uses TV ads,promotional items & songs www.slideshare.net/rgjardin
  23. 23. 8a. Vaseline has enjoyableand funny commercialshttp://www.youtube.com/watch?v=DXwyisO-p1s&feature=em-share_video_user www.slideshare.net/rgjardin
  24. 24. 8a. Vaseline has commercialsthat promote family relationshipshttp://www.youtube.com/watch?v=IDfpV7RzcYY&feature=em-share_video_user www.slideshare.net/rgjardin
  25. 25. 8b. Sunsilk remains at #1with 30% market share www.slideshare.net/rgjardin
  26. 26. 8b. Tight competition withRejoice Shampoo www.slideshare.net/rgjardin
  27. 27. 9. Vaseline Shampoo isdistributed nationwide  Supermarkets, sari-sari stores, convenience outlets, drugstores, market stalls  Nationwide  Pick up by customers or online shopping  Cash and credit transactions www.slideshare.net/rgjardin
  28. 28. 10. Vaseline is a niche leaderVaseline’s main strategy is to dominate the niche market of the budget conscious mothers whose desire is to satisfy and meet the needs of her familyIt has a very reasonable cheaper price as compared with top competitors but still offers the best value for money www.slideshare.net/rgjardin
  29. 29. Steps 1 to 5The family that showertogether…….1. Vaseline PTM are budget conscious mothers2. Who want to have a product that suits the needs of every family member3. Can choose Rejoice and Sunsilk4. Gap is all other brands are more known for offering wide variety of shampoo for mostly active females5. The market size is P20 Billion. Vaseline niche is P3.5 Billion (or 17%) www.slideshare.net/rgjardin
  30. 30. Steps 6 to 10Mothers pay for healthbenefits6. Vaseline is a shampoo that restores proteins to hair leaving it healthy and glowing7. 23% cheaper than Rejoice and 27% cheaper than Sunsilk*8. Uses TV, events and experiences9. Distributed nationwide10. Uses niche approach to win*based on bottle packaging of 180ml and 275ml www.slideshare.net/rgjardin
  31. 31. 10 STEPMarketing Plan forVaseline Shampoo Rhea G. Jardin July 2012 www.slideshare.net/rgjardin 31

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