1. AVEENO DAILY
MOISTURIZING LOTION
Get Skin Happy with Aveeno!
Team CoCo's
11-P Marketing Plan Template
ARANA | BARROZO | CABALLERO | CARBONELL | GALANG
2. 1. Profile of PTM: Strong, independent women
2. Problem is dry and irritated skin from the hustle
and bustle of working life
3. Present Choice: Nivea body oil in lotion
4. Proposition (USP): Relieves dry and itchy skin in
just one day without the strong fragrance and
greasiness, revealing natural and healthier-looking
skin in two weeks vs. Other brands
5. Peso Market size is Php 906M per month.
Outline
Aveeno Daily Moisturizing
Lotion
3. 7. Products: Aveeno Active Naturals Daily
Moisturizing Lotion
8. Price: Php 783.26 for 345mL
9. Place: Supermarkets, pharmacies, online stores
(Shopee & Lazada)
10.Promo: Via website, Facebook page and other
social media platforms
11.Panalo: Niche strategy focused on strong,
independent women
Outline
Aveeno Daily Moisturizing
Lotion
4. i. Age: 25-35 years old
ii. Female
iii. Working woman in the hustle
and bustle of Corporate Metro
Manila are suffering from dry
and irritated skin
1 Profile of PTM
A strong, independent woman
5. i. Being a strong, independent woman working in
corporate Metro Manila is empowering
ii. But most days, working can get in the way in taking
care of yourself because of long days from meetings
and the hassle of Metro Manila commute.
2 Problem/ Pain
Life gets in the way
6. 1. Do Nothing: live through dry and irritated
skin
2. Purchase from other brands with irritating
fragrance and greasy feeling under the
Manila heat
2 Present Choices
Her present Solutions
7. Anne, a working woman, 30 years old, will enjoy a
smoother and healthier skin.
Anne will not feel greasy even when commuting under
the Manila heat. Her dry and itchy skin is relieved in just
one day and in 2 weeks, her skin will be healthier and
more natural looking.
4 WWW USP (Unique Selling Proposition)
Aveeno Daily Moisturizing
Lotion soothes skin and
strengthen moisture barrier.
8. 5A Plot: Competitive Positioning Map: 2x2
Aveeno Daily Moisturizing
Lotion provides a healthier-
looking skin
2 x 2 Matrix
Price
Low Price High Price
Ingredients
Natural, unique, and high-
quality ingredients
Aveeno
Natural origin ingredients Nivea
9. 5B Plot: Competitive Positioning Map: Benefits
Benefits: Smooth Skin for Anne
Benefits Matrix Aveeno Daily
Moisturizing
Lotion
Nivea Body Oil
in Lotion
Cerave Daily
Moisturizing
Lotion
Points of Parity
Provides healthier and radiant looking skin
All-in-one face lotion, body lotion, and hand cream
For dry skin
Strengthen and restore moisture barrier
Points of Differentiation
Treats skin problems like eczema and psoriasis
Relieves dry and itchy skin in one day
Fragrance free
High quality ingredients
10. AB = # of Female Age 25-35
residing in Metro Manila =
1,209,247
Estimated Average Amount spent
per month on skin care per AB =
P500.00 per month
Monthly market size = Php906M
Target market share = 1%
Target Company Sales monthly =
1% x Php906M = Php 9,006,000
6 Peso Market Size
Aveeno’s demand in Metro
Manila = Php906M per month
Source: Philippine Statistics Authority
Metro Manila Demographics
11. Get rid of dry and itchy skin in just One Day;
revealing natural and healthier skin in Two
Weeks
7 Product Strategy
Instant dry skin relief
12. 8 Price Strategy
Premium lotion with unique
high quality natural ingredients
(mid range price)
Php783.26
345ml
P2.27/ml
Php236
200ml
P1.18/ml
Php1,079
355ml
P3.04/ml
13. 9 Place Strategy
Get Aveeno in your platform of
preference!
Online stores
Leading supermarkets
and drugstores
15. Targets strong independent women
Does not compete on price but
focuses on offering unique high
quality natural ingredients
Provides instant skin relief to dry
and itchy skin
11 Panalo Generic Winning Strategy
Aveeno is a niche player
16. AVEENO DAILY
MOISTURIZING LOTION
Get Skin Happy with Aveeno!
Team CoCo's
11-P Marketing Plan Template
ARANA | BARROZO | CABALLERO | CARBONELL | GALANG
