V47 ch4 10 step marketing plan for ponds zarah adea

10 STEP Marketing Plan for Pond’s Age Miracle Zarah Katrina C. Adea February 2010

5 Steps for Part 1 (PTM and Positioning) ,[object Object],[object Object],[object Object],[object Object],[object Object]

5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Positioning to the Primary Target Market Part 1: Steps 1 to 5

1. Pond’s Age Miracle primary target market (PTM) are women aged 30’s and up ,[object Object],[object Object],[object Object]

I want to look and feel young despite being in my 30’s I am complete when I have a lifetime romantic partner who can fall in love with me again

2. My PTM’s NWE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

3a. Pond’s has many formidable competitors ,[object Object],[object Object],[object Object]

Pond’s unique positioning is shown in this competitive map Positioning vs. Brand Matrix Most products offer prevention, firming & moisturizing effects. Confidence to get noticed by partner Low price Prevents wrinkles Refines visible pores Immediate effects Prevents signs of aging Cleanses Moisturizes skin Gives firmer skin SPF protection Removes age spots and wrinkles Whitens skin L'Oreal Nivea Olay Pond's

4. Pond’s positions strongly in a niche market opportunity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

5. Based on Unilever data, where Pond’s share is 40%, total market size is P6.5 billion ,[object Object],[object Object],[object Object]

The Marketing Mix Strategy Part 2: Steps 6 to 10

6a. Face care category is dominated by 4 major “masstige” brands Direct Indirect

6b. Product Description ,[object Object],[object Object],[object Object]

7. Price- Pond’s is at par with other facecare “masstige” products ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

8a. Promo Product trials, raffles and money back guarantee

8a. Promo Discounts Events Prestige In-Store Experience

8a. Promo Billboards and Print ads Rent for billboard = P1-2.5M/ month

8a. Promo – TVC’s Aga & Charlene Apples Aberin See the difference in 7 days Rissa Mananquil Marry me again Total production cost of TVC = P1-3MM Placement of 30 sec TVC = P250K

8b. Competitor promo ,[object Object],[object Object]

9. Pond’s is distributed nationwide using Unilever’s distribution network ,[object Object],[object Object],[object Object],[object Object]

10. Pond’s age miracle is a niche leader ,[object Object],[object Object],[object Object]

V47 ch4 10 step marketing plan for ponds zarah adea

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