10 step marketing plan ysa nagui
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This document outlines a 10 step marketing plan for PH Care Pure 'N Fresh feminine wash. It identifies the product's target market as female teenagers and positions it as a perfect partner at the lowest price. The plan details competitive analysis, pricing, promotion through TV and print ads, nationwide distribution, and a niche strategy to dominate the teenage female market. The total feminine wash market is estimated at 4.76 billion pesos, with PH Care's niche estimated at 83 million pesos.
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Marketing Principles/310, Section,
Summer 2014)
1
ProActiv
Be specific, e.g. Ford Taurus, Apple iPad, Tide Detergent with Bleach, etc. It is important to know if you are preparing a marketing plan for a single product or an entire product line.
1
Executive Summary
2
Prepare this slide last and submit with your finished product at the end of the semester.
An executive summary should include:
Summary of key findings in t16he analysis of the current marketing situation
Briefly state your marketing mix recommendations for the coming year.
(See Appendix 1, pg 612 in the text 15th ed. or find the related appendix in the online version for example, but be sure to frame it as a Power Point, not prose)
2
Table of Contents
3
Market description
Segmentation (describe target market using segmentation characteristics)5-6
Marketing targeting strategy7
Value proposition8
Factors influencing consumer behavior of the primary target market9
Buyer decision process of the primary target market10-11
Product review12
Levels of product/service12
Type of product/service13
Product/service life cycle14
Benefits/features analysis15
Differentiation16
Branding strategy17
Competitive review18
Competitive analysis18
Market share19
Competitive positions and roles20
Strategic sweet spot21
Positioning22
Distribution review23
Current supply chain members and roles23
Value-delivery network analysis24
Current type of distribution strategy25
Strengths, Weaknesses, Opportunities, and Threats Analysis (SWOT)26
Microenvironments27
Macroenvironments28
Prepare this slide twice:
1. When you are ready to submit Part 1, prepare your Table of Contents for Part 1
2. When you are ready to submit Part 2, prepare your final Table of Contents for both Part 1 and Part 2
3
Section A
Current Marketing Situation
4
4
A.1.a. Market Description
Description of market segments
5
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我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子 我给客户的都是第一手的代理价格，因为我想坦诚对待大家 不想跟大家在价格方面浪费时间
对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。
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10 step marketing plan ysa nagui
- 1. 10 STEP Marketing Plan for PH Care Pure ‘N Fresh Feminine Wash Ma. Cerissa M. Nagui February 2010
- 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
- 6. I want to feel confident in my changing body. I am experiencing the teen life.
- 11. PH Care Pure ‘N Fresh is #1 in niche: low priced product for 16-22yrs Lactacyd Confidence Carefree PH Care Pure ‘N Fresh Price vs. Age Matrix PH Care Lactacyd Confidence Betadine Price/ Age Matrix 13-24 yrs 25-40 yrs 41yrs up High price Low Price
- 12. PH Care Pure ‘N Fresh unique positioning is shown in this competitive map Many competitors focus on giving refreshing feeling and variety for feminine wash. Positioning vs. Brand Matrix
- 14. 5a. Based on competitor data, feminine wash market is P4B Source: http://www.philstar.com/Article.aspx?articleId=458630
- 18. The Marketing Mix Strategy Part 2: Steps 6 to 10
- 19. 6a. Feminine Wash category is dominated by 4 major brands Product shot of direct competitors
- 20. 6a. Feminine Wash category is dominated by 4 major brands Product shot 2 of indirect competitors How product looks in supermarket shelves
- 22. 7. Price- PH Care Pure ‘N Fresh is the lowest price among other brands PH Care Pure ‘N Fresh offers the lowest price as it commits itself as a great partner for teens.
- 30. SUMMARY
- 33. 10 STEP Marketing Plan for PH Care Pure ‘N Fresh Feminine Wash Ma. Cerissa M. Nagui February 2010