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Team Coco 11P Marketing Plan
- 2. AVEENO DAILY MOISTURIZING LOTION Get Skin Happy with Aveeno! Marketing Plan
- 3. #COmpetitiveCOllaborators Leah Barrozo Brian Galang Clau Carbonell Jen Arana Alyssa Caballero
- 5. 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
- 6. 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
- 7. 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
- 8. 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
- 9. 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
- 10. 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.
- 11. 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
- 12. 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
- 13. 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
- 14. 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
- 15. 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
- 16. 9 Place Strategy Get Aveeno in your platform of preference! Online stores Leading supermarkets and drugstores
- 17. 10 Promo Strategy Aveeno communicates via Official website Instagram Facebook
- 18. 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
- 19. #COmpetitiveCOllaborators Leah Barrozo Brian Galang Clau Carbonell Jen Arana Alyssa Caballero
- 20. AVEENO DAILY MOISTURIZING LOTION Get Skin Happy with Aveeno! Marketing Plan
Editor's Notes
- A pleasant day to everyone! We are group 3, the Competitive Collaborators and we are here to present our marketing plan <Next slide>
- for the Aveeno Daily Moisturizing Lotion, “Get Skin Happy with Aveeno”
- I am Jen and together with me are Leah, Brian, Clau, and Yssa.
- Before we start, let us show you a brief 1-minute commercial created and compiled by the group about the product – Aveeno Daily Moisturizing Lotion.
- The outline of our presentation is as follows: First, we will discuss the profile of the primary target market. In this whole presentation, we will focus on Anne, a strong, independent woman. The perfect example of the primary target marketing of Aveeno Daily Moisturizing Lotion. Then, we will discuss The problem of Anne Her present choice of lotion The Unique selling proposition of Aveeno, which we want Anne to appreciate The Peso market size. <next slide>
- Next we will discuss the product, its price, and also the location where you can purchase it. We will also be discussing the communication platforms being used by the product. Lastly, we will share the product's PANALO winning strategy.
- <click> Let me introduce Anne <click> a strong independent woman. Here is the profile of Anne, our primary target market: <click> She belongs within the 25-35 years old age range <click> Female <click> and she is a working woman in the hustle and bustle of Corporate Metro Manila suffering from dry and irritated skin.
- Now, what is the problem of Anne that our product wants to resolve? Anne, as we have been mentioning in the previous slides, is a strong, independent woman working in Metro Manila. Anne is an empowered woman. <click> However, in most days, working can get in the way in taking care of yourself. From full days of meetings, not to mention the hassle of commuting in the Metro, Anne’s life gets in the way for she's too busy to take care of herself.
- There are several solutions that can be done to resolve Anne’s dilemma. She can maintain the status quo and do nothing and not take care of herself and just live through her dry and irritated skin. Another option would be to purchase lotions from other brands with an irritating fragrance. Moreover, with the heat of Metro Manila, she’ll feel greasy and uncomfortable.
- Given these problems and choices, our product wants to offer a Unique Selling Proposition. <click> Aveeno Daily Moisturizing Lotion soothes skin and strengthens moisture barrier. By using our product, Anne, a working woman in her 30s will enjoy a smoother and healthier skin. <click> Anne will not feel greasy even when commuting under the manila heat. In just one day, her skin will not feel dry and itchy. And in two weeks, her skin will be healthier and more natural looking.
- In this slide, we will show a 2x2 matrix showing the competitive positioning map of Aveeno versus its competitor Nivea in terms of ingredients and price. <next> There are two types of ingredients: First is a lotion with natural, unique, and high quality ingredients. Second is with natural origin ingredients. To differentiate natural ingredients and natural origin ingredients, according to nccreation.ch, “Natural ingredient is from vegetable, animal and mineral origin. The water is natural. Natural Origin Ingredient is derived from natural ingredients by chemical or biological processes. An ingredient is considered to be a natural derivative if it contains more than 50% natural ingredients.” In the matrix, <click> we can see that Aveeno uses natural, unique and high quality ingredients and is priced high. <click> while Nivea uses natural origin ingredients and is priced lower compared to Aveeno.
- Another competitive positioning map is shown in this slide with the benefits of Aveeno compared with its competitors. There are three products here: Aveeno Daily Moisturizing Lotion Nivea Body Oil in Lotion, and Cerave Daily Moisturizing Lotion The benefits are divided into two parts: Points of parity, which are the benefits common to each of the products And the points of differentiation, which is unique to our product, Aveeno. Under the points of parity: Both Aveeno and Nivea provides healthier and radiant looking skin Cerave is the only product which can be used on the face, body, and hand While all three products are designed for dry skin Lastly, both Aveeno and Cerave strengthen and restore moisture barrier What’s unique with Aveeno Lotion are the following: Treats skin problems like eczema and psoriasis Relieves dry and itchy skin in just one day Fragrance free And with high quality ingredients
- The Peso Market Size was estimated to be Php906M per month or around Php10.8B per year. This was calculated using demographic data from the Philippine Statistics Authority and a Euromonitor study on the Philippine Skin Care Industry. According to the latest data from PSA, there are about 1.2M female aged 25-35 that is residing in Metro Manila. This is our estimated Primary Target Market Size. A Euromonitor study on the Philippine Skin Care Industry revealed that Filipinos on average spends P500.00 per month on skin care product. This was multiplied with our estimated Primary Target Market to arrive at the Monthly Peso Market Size. As for the Target Company Sales Monthly, this was computed by multiplying our Monthly Peso Market Size with our estimated Target Market Share for Aveeno resulting to P9.0M target monthly sales or P108M yearly.
- We have discussed the unique selling proposition and the benefits of our product. But what is its strategy? <click> “Instant dry skin relief” <click> Aveeno Daily Moisturizing Lotion gets rid of dry and itchy skin in just ONE DAY; revealing natural and healthier skin in TWO WEEKS.
- Aveeno is a premium lotion with unique high quality natural ingredients. Because of its ingredients it is priced in the middle. As you can see here the prices of Aveeno, Nivea, and Cerave: Aveeno is priced at Php783.25 for 345ML. That isP2.27/ml While Nivea is priced at Php236 for 200 ML. That is P1.18/ml, and Cerave, the most expensive one, is priced at Php1079 for 355ml. That is P3.04/ml Source: Aveeno – J&J Shopee Mall Nivea – Nivea Shopee Mall Cerave – Better Beauty Shopee Mall
- Aveeno can be purchased in your platform of preference. <click> You can purchase it at any leading supermarkets and drugstores such as Landers, Watsons, and S&R. <click> You can also purchase it online through Zalora, Shopee and Lazada.
- How do Aveeno promote its products? Through its official website www.aveeno.com.ph Through its instragram account with username @aveenoph And Through its official facebook page
- Aveeno is a niche player. Its Panalo Generic Winning Strategies are: <click> it targets strong independent woman <click> it DOES NOT compete on price but instead focuses on offering unique high quality ingredients <click> and lastly, it provides instant skin relief to dry and itchy skin
- Again, this is group 3 composed of Leah, Brian, Clau, Yssa, and yours truly.
- We have presented the Marketing Plan of Aveeno daily Moisturizing Lotion “Get Skin Happy with Aveeno!”