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Use this Downloadable Template to Create Your 10 Step Marketing Plan. Best used together with the Comprehensive Guide and Sample of the 10 Step Marketing Plan also available on Slideshare and hypermarketing2.com
One of the top toothpaste brands in Bangladesh, Close Up initially made its mark by uniquely focusing on freshness instead of germ protection like others in the market. In this presentation, we examine Close Up's brand positioning and elements and see how the consumer perceives the brand in relation with its competitors.
Why Study Services ?
What Are the Principal Industries of the Service Sector ?
Powerful Forces Are Transforming Service Markets
What Are Services ?
Four Broad Categories of Services-A Process Perspective
Service Pose Distinct Marketing Challenges
The Traditional Marketing Mix Applied to Services
The Extended Services Marketing Mix for Managing the Customer Interface
Developing a marketing plan that delivers low budget and high impact marketingChris Houchens
Does your organization have a marketing plan? Or does your current marketing strategy need to be revisited? In this session, marketing speaker Chris Houchens will take you through the essential steps of creating an effective, long-term strategic marketing plan. You will learn what marketing elements get the best ROI and how to maximize the effectiveness and efficiency of any size marketing budget.
A Beauty major already present in the market decided to revamp its digital presence.
Shack presented the Digital Strategy to connect and engage with their Targeted Audience after doing an ethnographic analysis of the same.
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Use business plan for branding PowerPoint presentation slides to establish your brand in the market. This ready-to-use business plan for branding PPT presentation will help you position your brand with ease. Incorporate professionally designed business plan for branding PPT presentation slideshow to communicate brand mission statement, brand vision, brand identity, brand evolution, brand personality, and more to the stakeholders. Develop a brand image using brand building and brand value PPT slides. Not just this, you can also improve the existing brand image using brand positioning and brand repositioning PPT presentation slides. Create a budget plan to do the same using brand budgeting template. Include advertising, SEO, social media costs in brand budget plan template to market your brand. This content-ready business plan for branding PPT slideshow also covers brand performance dashboard to track its likeability among the customers. Get your hands on the professionally designed business plan for branding presentation deck to create a buzz about your brand’s offerings in the market. Find the gateway to fame with our Business Plan For Branding PowerPoint Presentation Slides. They will take you down the correct corridor.
A project on Brand Management of colgate by abdul qadir and sarafrazkhan. this project deals with blind taste test and other aspects of brand management.
Use this Downloadable Template to Create Your 10 Step Marketing Plan. Best used together with the Comprehensive Guide and Sample of the 10 Step Marketing Plan also available on Slideshare and hypermarketing2.com
A Visual Model of Top Ten Concepts in Defining Marketing in the 21st Century created for the Ateneo Graduate School of Business Marketing Class of Prof. Remigio Joseph De Ungria. Visual Models enhance learning and amplify concept recall.
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Z means start with the outcome
Y are your reasons why
X are the how, what, when and who
https://bongdeungria.com/zyx-vs-abc-vs-mbo-marketing/
More info at
Marketing 4.0 is a paradigm to understand and guide the connected customer's journey.
Marketing 4.0 is Human-Centric Marketing (referred to as Marketing 3.0) that has been disrupted and improved by technology, globalization and social responsibility.
Watch the marketing evolution here...
https://youtu.be/hNWw-Co-ZAI
Not all marketing classes are equal.
Why choose Hypermarketing Class under VCoach Bong De Ungria?
To earn a High Performance Highly Personal Hyperlinked Excellent Experience!
https://bongdeungria.com/why-hypermarketing-class-in-23-seconds/
Pictures paint a thousand words.
Videos are worth a thousand pictures.
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https://bongdeungria.com/who-you-a-digital-intro/
https://bongdeungria.com/marketing-plans-101-simplified-templates-that-work/
Solve Problems of your Customers!
This marketing plan template emphasizes that customers are more than willing to pay the price for products that solve their problems, and takes away their current pain.
But not all customers have the same problem! Unique selling propositions work best for a defined profile of your Primary Target Market.
The I Love Marketing Model is a visual interactive technique to help students remember key marketing concepts. Developed by Prof Bong De Ungria of the Ateneo Graduate School of Business.
Watch the video and learn more here...
Marketing works only if the concepts are remembered beyond the classroom. How do you remember? With Visual Session Certificates that combine emotion, ideas, and the world's most important picture- that of the participant. By doing this, learning and retention extend far beyond the classroom.
https://bongdeungria.com/making-marketing-memorable-using-visual-session-certificates/
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COSLA = Concept Synthesis and Local Application
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https://bongdeungria.wordpress.com/2017/10/03/01-defining-marketing-for-the-21st-century/
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10 step marketing plan for Close up Toothpaste 2011
1. 10 STEP
Marketing Plan for CLOSE-UP
Bong De Ungria
January 2011
See the Simplified Guide to 10 Step Marketing Plans
http://www.hypermarketing2.com/2011/02/vcoach-bong-de-ungrias-10-step.html
2. Disclaimer
This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. De Ungria’s 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.
3. Steps 1 to 5
Coming close to the teens…
1. Close-up PTM are “teens at heart”
2. Who want to feel confident up-close to their
preferred sex.
3. Can choose Colgate & Happee
4. Gap is all other brands are more known for
preventing tooth decay & providing savings
5. The market size is P 15 Billion. Close-up
niche is P3 Billion.
4. Steps 6 to 10
Teens pay for confidence
6. Close-up is a colorful toothpaste
gel and mouthwash in 1
7. Is priced 10% less than Colgate
but 30% more than Hapee
8. Uses TV, events & experiences
9. Is distributed nationwide
10. Uses niche approach to win
5. 1.Close-up primary target
market (PTM) are “teens” at
heart
13-24 years old, social class AB and C, single
without kids
Studying or just starting work, actively dating
or pa-cute towards the preferred sex
Brush 3x a day, and demand long lasting
fresh breath and white teeth to gain that
extra confidence
6. PTM needs to be loved by
their special someone…
Self-Actualization
Needs
(Self-Development
I am happy when I have & Realization)
a romantic partner
Esteem Needs
(Recognition,
Status)
I want to be loved Social Needs (sense of
belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
7. 2. Teens have unique
needs, wants & demands
Teens “desperately” need to belong, to be loved, gain
self-Esteem, and achieve Self -actualization
Teens prefer, choose Close-up over other toothpastes
because of Taste, Freshness, Color, packaging, price,
credibility& awareness of company, brand promise
of confidence up close; PDA approval,
Teens demand
Whiter teeth, Fresher breath, no tooth decay, long
lasting, More confidence to come close to the
their preferred sex, Feel more sexually attractive
8. 3a. Close-up has many
formidable competitors
Direct: Colgate, Hapee, Unique, Beam,
Sensodyne toothpastes
Indirect: Mouthwashes, Breathmints, gums,
candy, breath spray, water
Variables: Age, Price, packaging, specific
use, convenience of use, availability,
Occasion of use, brand promise of
confidence up-close and personal to
preferred sex
9. Close-up is #1 in niche:
premium product for teens
as of 2005
Price vs. Age Matrix
Price/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs up
Age
Matrix
High Colgate
Colgate Close Sensodyne
price kids up
total
Low
Hapee
Price Hapee
Unique
10. Close-up is #1 in niche:
premium product for teens
as of 2011
Price vs. Age Matrix
Price/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs up
Age
Matrix Colgate
Close Colgate
High Colgate
Fresh
Up
Colgate
Sensitive
Sensodyne
Close whiten
price kids Total +
up
whiten
Hapee Hapee
Low Fresh Complete
+ whitening
Price Hapee
Unique Unique
11. Close-up niche positioning to the
teen market up close…
as of 2005
Benefit Positioning vs. Brand Matrix
Colgate Colgate Close Up Hapee Hapee
Functional Benefit Kids Total Gel Kids Regular Unique Sensodyne
Prevents Tooth Decay
Whitens Teeth
Freshens Breath
Mouthwash in 1
Fresh Confidence
Protect 24 hours
Fun for kids
Saves money
Reduces teeth sensitivity
Many competitors in prevent tooth decay and saves money
positioning.
12. Close-up’s niche is being crowded
so it strengthened its key
differentiator (kiss!) as of 2011
Benefit Positioning vs. Brand Matrix
Colgate Hapee
Colgate Colgate Total+ Colgate Close Up Close Up Hapee Hapee Total +
Functional Benefit Kids Fresh Whitening Sensitive Gel White Kids Fresh Whiten Unique Sensodyne
Prevents Tooth Decay
Whitens Teeth
Freshens Breath
Mouthwash in 1
Fresh Confidence
Confidence Up Close to Kiss
Protect 24 hours
Fun for kids
Saves money
Reduces teeth sensitivity
Harder to stand out amidst the competitive clutter.
13. Hapee has “followed” Colgate
and Close-Up positioning and
offers more for lower price
Hapee has products
which match
“Colgate Total” and
Close Up”
confidence and
teeth whitening
postions
14. 4. Close-up positions strongly
in a niche market opportunity
Close-up is the only toothpaste
that gives shiny white teeth and fresh breath
for teenagers
who want to feel confident when up close and
personal when kissing their preferred sex partners.
Colgate Fresh Confidence & Hapee Fresh are trying to
crowd/ copy this position.
Traditional positioning has been on broad segments of
the market with emphasis on preventing tooth decay,
whitening & low price.
15. 4. “Positioning”: brand
identity from the maker
The Closer, The Better
Fresher Breath & Whiter Teeth for
the confidence to get close, only
from Close Up!
Source: Unilever Philippines website
16. 4. Close-Up Positioning from
the global perspective…
Close-Up gives confidence in those very "up close and personal"
situations.
Couples with bright smiles in very "close" situations are featured on
the packaging, and commercials depicted youthful adults
blowing kisses at each other.
Gives fresh breath, white teeth and, subsequently, a little extra
self-confidence and sex appeal.
Symbolized by attractive white smiles in very close situations.
Source: Unilever Global website
17. 5a. Based on competitor press
releases, toothpaste market is
P15 billion
Nov. 2005: Market size for toothpaste: 10 Billion
Colgate: 50%
Close Up: 20%
Hapee: 15%
2007: Hapee becomes #2 brand, reaching 20% share. Retains this
20% share until 2010.
2009: After 2 decades of continuous growth, market declines
13%. Companies reduce prices. To stay competitive, Hapee’s
prices cut by 20%.
18. 5a. Based on competitor data,
toothpaste market is P15 billion
References
http://www.aredconsult.com/philippine-business/lamoiyan.htm
November 28, 2005, Bernie Cahiles-Magkilat, Manila Bulletin
http://goodnewspilipinas.com/2008/11/23/hapee-now-rps-2nd-best-
toothpaste-brand/
http://newsinfo.inquirer.net/inquirerheadlines/nation/view/20100131-
250434/Pinoys-brush-teeth-less-or-use-less-toothpaste
Pinoys brush teeth less or use less toothpaste
By Paolo Montecillo
Philippine Daily Inquirer
First Posted 00:59:00 01/31/2010
19. 5b. Based on Unilever data,
where close-up share is 20%,
total market size is 15 billion
1. Unilever Philippines sales data: Close-
up sales may be P3 billion
2. Unilever claims market share of 20%
3. Then total toothpaste market size is P
3 billion/0.2 = P 15 billion
20. 5c. Consumer data indicates
a size of P 22 billion
Toothpaste Usage:
60 of 90 million Filipinos brush average of
2x per day using 5 mL toothpaste
which costs around P0.50 per
brushing
60 M x 2 x P0.50 X 365 = P22 billion
21. 5. Concluded that toothpaste
market is 15 billion
1. Competitor data= P15 B
2. Company data = P 15 B
3. Customer Usage data = P 22 B
23. 6b. What makes Close-Up
different as a product?
Only Close Up has germ-fighting mouthwash to give
you long lasting fresh breath!
Only Close Up has Microwhiteners and Vitamin
Fluoride System to give you whiter and stronger
teeth.
Close Up is the only Philippine toothpaste that is
recommended by both the World Dental Federation
and the Philippine Dental Association.
From Unilever Philippines website
24. 6b. Close-up offers long-
lasting freshness in 8 variant
1. Close Up Red Hot
2. Close Up Menthol Chill
3. Close Up Icylicious
4. Close Up Lemon Mint
5. Close Up Crystal Frost Winter Blast
6. Close Up Crystal Frost Cool Spice
7. Close Up Milk Calcium
8. Close Up Spa Moisture
From Unilever Philippines website
25. 7. Price-
Brands are aiming for “affordable
price points: P 20, 50, <100”. Very
hard for consumer to compare
ACTUAL RETAIL PRICES AT WALTERMART SUPERMARKET (FEB. 8, 2011)
Close Up Colgate Hapee Pepsodent Unique
White Fresh Prof. Complete
Size (mL) Gel Gel Now Confidence Clean Sensitive + Whiten Gel Fresh Whitening Cavity
190 59 49
160 109.5 109.5
150 74 82.75 55.75 51.75 50
100 54 49 65 55.75 44 34.75
90 75.5 75.5
50 35.25 31.75 36 29.75 24.75
40 47 47
25 17.5 20
Tabulation of 8 sizes, 5 brands, 12 variants
26. 7. Price-
Toothpaste prices vary widely
from P300 to P1175 per liter
PRICE PER LITER OF PRODUCT BASED ON SUPERMARKET PRICES (FEB. 8, 2011)
Close Up Colgate Hapee Pepsodent Unique
White Fresh Prof. Complete
Size (mL) Gel Gel Now Confidence Clean Sensitive + Whiten Gel Fresh Whitening Cavity
190 311 258
160 684 684
150 493 552 372 345 333
100 540 490 650 558 440 348
90 839 839
50 705 635 720 595 495
40 1175 1175
25 700 800
27. 8a. Close-Up uses TV ads,
Love events & Songs
Mass Personal
1. Sales Promotion 1. Direct Marketing
1
2. Advertising 2. Interactive Marketing
3. Public Relations 3. Personal Selling
2
4. Events and 4
4. Word of Mouth
3 Experiences
29. 8a. Close-Up Lovapalooza 2008:
Gerald to Kim: Do I get to kiss you?
http://www.youtube.com/watch?v=t9sbGzxRKkM
30. 8a. An event that is truly
Close-Up’s (reinforced)
Kissing Record Back to the Philippines
A total of 6,124 couples kissed simultaneously in
Closeup’s Lovapalooza at the SM Mall of Asia beating
Hungary’s record of 5,700 in 2005.
The Guinness Book of World Records has yet to
release the official number of couples of this record
breaking event.
Every Valentines for 5 years in a row, thousands of
couples have shown the ultimate display of fresh
breath confidence by kissing in Close Up Lovapalooza
31. 8a. Close Up’s true test:
Halik Meter challenge
http://www.youtube.com/watch?v=2XwGeryMOEY
35. 8b. Sensodyne- more benefits
(fresh mint) for 25% less to
respond to Colgate Sensitive
Sensodyne Freshmint Print Ad, Philippine Daily Inquirer, Feb. 10, 2011
36. 9. Close-up is distributed
nationwide using Unilever
distibution network
Supermarkets, sari-sari stores, convenience
outlets, drugstores, market stalls
Nationwide
Pick-up by customers
Cash and credit transaction
37. 9. “Place” challenges for
Toothpaste
1. No Colgate displayed/ sold in Shoemart, Savemore
2. Imported toothpastes filling “place” gaps
38. 9. “Place” challenges for
Toothpaste
1. No Colgate displayed/ sold in Shoemart, Savemore
2. Imported toothpastes filling gaps
3. Aside from slowing domestic demand, he said the
bigger competing firms had also adopted the
practice of buying the entire supermarket shelf
space, ensuring maximum exposure on the aisles.
- Cecilio Pedro, Lamoiyan President, 2010
http://newsinfo.inquirer.net/inquirerheadlines/nation/view/20100131-250434/Pinoys-brush-
teeth-less-or-use-less-toothpaste
39. 10. Close-up is a niche leader
Close-up’s main strategy is to dominate
the niche market of 13 to 24 year old
teens at heart.
It benefits from the distribution leverage
of Unilever.
Has an excellent, premium priced,
product distributed nationwide.
40. Steps 1 to 5
Coming close to the teens…
1. Close-up PTM are “teens at heart”
2. Who want to feel confident up-close to their
preferred sex.
3. Can choose Colgate & Happee
4. Gap is all other brands are more known for
preventing tooth decay & providing savings
5. The market size is P 15 Billion. Close-up
niche is P3 Billion.
41. Steps 6 to 10
Teens pay for confidence
6. Close-up is a colorful toothpaste
gel and mouthwash in 1
7. Is priced 10% less than Colgate
but 30% more than Hapee
8. Uses TV, events & experiences
9. Is distributed nationwide
10. Uses niche approach to win
42. 10 STEP
Marketing Plan for CLOSE-UP
Bong De Ungria
January 2011
See the Simplified Guide to 10 Step Marketing Plans
http://www.hypermarketing2.com/2011/02/vcoach-bong-de-ungrias-10-step.html