Step1: Product Management Selecting a Winning Product Market Segmentation Market Analysis Competitor Analysis The Requirements Specification Step 2: Situation analysis Over-view Market Place BCG matrix POD vs. POP SWOT analysis Step 3: Marketing Strategy Target segment selection TOWS Matrix || actions Positioning || Battle of minds Step 4: Communications MIX Objective Advertising PR activity Social media more about me take a look @ http://www.slideshare.net/AbdulrhmanTantawy/atantawy-visual-resume

1. Case Study
OVE Product Management
Plan
1

2. • Selecting a Winning Product
• Market Segmentation
Step1: Product • Market Analysis
Management • Competitor Analysis
• The Requirements Specification
• Over-view
• Market Place
Step 2: Situation • BCG matrix
analysis • POD vs. POP
• SWOT analysis
Agenda
• Target segment selection
Step 3: Marketing • TOWS Matrix || actions
Strategy • Positioning || Battle of minds
• Objective
Step 4: • Advertising
Communications • PR activity
MIX
• Social media
2

3. Step 1
PRODUCT MANAGMENT
3

4. #1
Selecting a Winning Product
4

5. Selecting the right product ideas means increased
sales, improved profits and huge efficiency gains
across your company.
5

6. I will assume that we work in cosmetics products, and this categorized to :
1. Hair
a. Shampoo
b. Gels
c. Tanning
d. Nutrition and special situation
2. Skin and body care
a. Creams and lotions
b. Sun protection and tanning
c. Anti-ageing and nutrition
d. Special skin caring/treatment
3. Mouth
a. Tooth pasts
b. Mouth wash
c. Cavity cleaners
4. Perfumes/body spray
a. Body spray
b. Body splash
c. Perfumes
5. Shaving
a. Pasts
b. Foam
c. Gels
d. Aftershave. 6

7. I will assume that we work in cosmetics products, and this categorized to :
1. Hair
a. Shampoo
b. Gels
c. Tanning In each category we can find a market
d. Nutrition and special situation
gap. Or we can create new product for
2. Skin and body care
a. Creams and lotions new need.
b. Sun protection and tanning Market gap stop points:
c. Anti-ageing and nutrition
d. Special skin caring/treatment  Uncovered target segment (A,B and C
3. Mouth class variation)
a. Tooth pasts  Unavailable product form (size or way
b. Mouth wash or use it)
c. Cavity cleaners  Empty positioning (unique position for
4. Perfumes/body spray Egyptian market)
a. Body spray  Unmatched quality (current products
b. Body splash quality are too bad or too good )
c. Perfumes  Market monopoly (market size can
5. Shaving handle two brand names)
a. Pasts
b. Foam
c. Gels
d. Aftershave. 7

8. I will assume that we work in cosmetics products, and this categorized to :
1. Hair
a. Shampoo
b. Gels
c. Tanning In each category we can find a market
d. Nutrition and special situation
gap. Or we can create new product for
2. Skin and body care
a. Creams and lotions new need.
b. Sun protection and tanning Market gap stop points:
c. Anti-ageing and nutrition
d. Special skin caring/treatment  Uncovered target segment (A,B and C
3. Mouth class variation)
a. Tooth pasts  Unavailable product form (size or way
b. Mouth wash or use it)
c. Cavity cleaners  Empty positioning (unique position for
4. Perfumes/body spray Egyptian market)
a. Body spray  Unmatched quality (current products
b. Body splash quality are too bad or too good )
c. Perfumes  Market monopoly (market size can
5. Shaving handle two brand names)
a. Pasts
b. Foam
c. Gels
d. Aftershave. 8

9. Take a look at Personal care Products
9

10. 10

11. Choosing the product is based on target segment and
positioning that reflect the brand’s value.
name perception product Brand
11

12. In the same time we need it universal as much as
possible to help us in diversification.
(brand building take is too hard process, we should up-use the brand as
much as we can; future diversifications)
12

13. Perception depends on
individual value, goals,
need and expectation.
13

14. Cleanness
Beauty Powerful
The most
desirable
trends
safe Sport
nutrition
14

15. 15

16. Based on small market observation, I select to start
where everybody end.
Lotions
+brand can fit with male and females by simple modification, brand can
easily diversified to other personal care products without effecting the
brand image and value.
16

17. Based on small market observation, I select to start
where everybody end.
Lotions
+brand can fit with male and females by simple modification, brand can
easily diversified to other personal care products without effecting the
brand image and value.
17

18. Based on small market observation, I select to start
where everybody end.
Lotions
+brand can fit with male and females by simple modification, brand can
easily diversified to other personal care products without effecting the
brand image and value.
18

19. Name Brand
Simple and easy to read name, reflect our objective
and helps the brand building process.
19

20. Name Brand
It can be existing words, invented words, abbreviations
or hybrids
20

21. Name
Brand
OVE
preliminary invented name.
21

22. #2
Market Segmentation and Sizing
22

23. Market segmentation
The selected segment will be
“Person (male/female) using our product before going
to work drinking late-cafe from Starbucks and planning
to spend the week end outside Cairo with friends after
long day working”
23

24. Market segmentation
The selected segment will be
“Person (male/female) using our product before going
to work drinking late-cafe from Starbucks and planning
to spend the week end outside Cairo by his own car with
friends after long day working”
24

25. Market sizing
Egypt is a developing country & age group between
20-40 becomes the largest age segment (Based on CIA fact
book) with large middle class.
With good distribution channels we can manage 60%
of the target market.
25

26. Market sizing
Egypt is a developing country & age group between
20-40 becomes the largest age segment (Based on CIA fact
book) with large middle class.
With good distribution channels we can reach 60%
of the target market.
26

27. #3
Market Analysis
27

28. • Primary market research
Interviews, mystery shopping and product test. These
tools help us in right product selection.
• Secondary market research
Trade shows and annual report for other competitors
• Assessing product opportunities
This research will confirm our choice and helps in
marketing process (test the market)
28

29. • Primary market research
Interviews, mystery shopping and product test. These
tools help us in right product selection.
• Secondary market research
Trade shows and annual report for other competitors
• Assessing product opportunities
This research will confirm our choice and helps in
marketing process (test the market)
29

30. • Primary market research
Interviews, mystery shopping and product test. These
tools help us in right product selection.
• Secondary market research
Trade shows and annual report for other competitors
• Assessing product opportunities
This research will confirm our choice and helps in
marketing process (test the market, Brand and product)
30

31. #4
Competitor Analysis
31

32. Understanding your competition gives you an edge; it
helps clarify your own competitive advantages, gives
you an indication of their past, present and future
product strategies.
32

33. Our direct competitors will be:
Dove
Nivea
Adidas
Gillette
AXE
Rexona
Vaseline
33

34. Our direct competitors will be:
Dove
Nivea
Adidas
Gillette
AXE
Rexona
Vaseline
1. SWOT analysis for competitors
2. Understanding competitor objectives
34

35. 1. SWOT analysis for competitors | Dove
Strength Weakness
Unconventional strategy Contradictory in nature
Effective advertising, Free publicity Objectification of women
Continuously evolving the campaign Women featured were comparatively
Strong emotional touch slim
Cross-selling Possibilities Use of idealized images in other brands
under the same flagship
Contradictory Japanese campaign
Opportunity Threats
Target male customers Involved marketing risk
Maintain better standards of quality Copy by the competitors
Unified advertising throughout the globe Undermining the aspiration of
Continuous innovation consumers
*sources: Dove internal data 35

36. 2. Understanding competitor objectives
• NIVEA
• Nivea - gentle care
• Long line, separated by male and female.
• Well-recognized brand in creams
• DOVE
• ¼ moisturizing cream
• Small product line
• REXONA
• 24 pm
• Intensive Extensive product line
• Different audiences
• AXE Deodorant
• Line Teens only
• masculine fragrances with different names (fusion, touch, musk, adrenaline, etc.)
• Gillate
• Male care brand (ranked # 14 in Best Global Brands 2009) 36

37. #6
The Requirements Specification
Process
37

38. Why requirements process
This process saves 80% development effort by pre-
preparation of all requirements. Minimize errors in
implementation process + harmonization between
project items
38

39. active ingredient and content
The product should be selected carefully
requirements process
based on product objective
Key elements of a
and selected brand image..
how to use our product must
The usage be identified and tested
minimizing errors. Especially in
new form or active component
materials, color, size,
specification and more. All this
Packaging items should be selected
carefully to match brand
identity and image .
39

40. Materials:
Plastic flexible polymer
PETE -1
High Quality printing
two color printing
Eco Friendly Package
Paper: 400gm
Color : depend on product
40

41. #8
Writing Accurate Requirements
41

42. Instruction guide line
Brand identity Product Promotion
description tools
Communication Using manual Storing and
strategy distribution
42

43. Product prepared
43

44. Let us Talk
Marketing
44

45. Step 2
SITUATION ANALYSIS
45

46. Over-view
OVE is a body care lotion used any time for any where
as it works on skin nutrition and protection.
Totally safe as it contain natural ingredient and trustful
due to high quality.
Skin care Natural protection OVE
46

47. Market Place Knowledge is power
47

48. We will face a great competition from primary and
secondary competitors.
48

49. Source:
The fourth annual
BrandZ Top 100 Most
Valuable Global Brands
ranking 2009
49

50. Market Place || Competitive Analysis
Primary: Secondary :
• NIVEA
Nivea - gentle care • Creams
Long line, separated by male and
female. • Future diversification
Well-recognized brand in creams • Rexona
• AXE
• DOVE
¼ moisturizing cream
Small product line
• Bio-Derma
The patient product of choice.
50

51. OVE + BCG matrix
High
Market Growth Rate
low
High low
Relative market share 51

52. OVE + Product life cycle
We reach maturity and
competition will elevate
decline rate
52

53. OVE + SWOT analysis
Local product (availability) New brand name
Economic
Specific
Target A class customers Current competition
Maintain better standards of quality Involved marketing risk
Continuous innovation Copy by the competitors
53

54. Step 3 Planning
MARKET STRATEGY
54

55. OVE USPs
Compliance
Nutrition
Availability
Multi-packing forms & sizes
55

56. OVE + Ansoff’s Grids
Current Products New Products
Market Penetration Product
Current
Market
Strategy Development
Strategy
Market Diversification
Markets
Development Strategy
New
Strategy
56

57. TOWS Matrix
Strength Weakness
Opportunity Market Penetration Long turn activities
Focusing Branding
Competitive shift
Threats Continues PR and social Maintain special
campaigns Planed innovation
57

58. Positioning
58

59. It is all about what consumer will remember
us with
59

60. OVE is a nutritional body care lotion that
protect and maintain skin status
60

61. Human also eat good meals to maintain
body health
61

62. OVE .. The body meal
62

63. Step 4 actions
COMMUNICATIONS MIX
63

64. Objectives
Market Pentration Position OVE as healthy nutrition body
lotion
Brand name Graving Shifting from other competitors
64

65. Above The line
Communication MIX PR and Road shows
Social and online
Promotions and offers
65

66. Creative
Idea
Generation
66

67. We need simple but slightly sophisticated concept
67

68. 68

69. Key words
Vitamins, nutrition, beauty, clean skin, anti-oxidants,
safe, daily protection, minimize ageing …
69

70. ATL
TV
Radio
Out-Door
Press
70

71. PR and Road Show
71

72. PR and Road show
The most important step in OVE brand building is
EXPERIENCE
72

73. Product
Need Experience
Perception Word of
mouth
73

74. PR
Direct PR Indirect PR
campaigns
Road show Press release
74

75. It is time for the Psychological war.
75

76. It is time for the Psychological war.
Locations
76

77. It is time for the Psychological war.
Locations Ushers Training
77

78. It is time for the Psychological war.
Locations Ushers Training
Concept and methodology in the IMC plan
78

79. Social Media and online
79

80. Options to enter social
media from the front .
door

81. Funny creative video on
youtube, share on social
networks.
.
Wait for the tipping point

82. Very useful social
group, implant our
brand + word of mouth
.
Count the subscribers while
updating

83. Offers
83

84. In launching phase we aim to motivate customers
to try it Or recommend it 
84

85. In launching phase we aim to motivate customers
to try it Or recommend it 
85

86. In launching phase we aim to motivate customers
to try it Or recommend it 
86

87. In launching phase we aim to motivate customers
to try it Or recommend it 
Concept and methodology in the IMC plan
87

88. 88