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10 STEP Marketing Plan for Palmolive Shampoo
Jay SarmientoFebruary 2011
1http://jayalvinsarmiento.blogspot.com
This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.
The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.
When appropriate, data are “masked” so as not to create unexpected conflicts.
The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
Disclaimer
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1. Women of the class A and B, who are from the ages 20-35.
They need hygiene product for hair, they want shampoo that would cater to their hair’s needs, they demand quality hair products.
1. Competitor Proctor and Gamble (Pantene, Head and Shoulders, Rejoice)
2. Brand popularity3. 20 million estimated market size estimate. Palmolive
is the second largest producer of shampoo in the Philippines. 1st is Procter and Gamble.
Steps 1 to 5
Summary headline of your PTM and market
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1) Caters to Class A and B women2) Women who wants sophistication and
class3) Has several competitors present in the
industry4) The gap competition is based on hair
maintenance5) The market size is with in the class A
and B
Hair Product for the Modern Women
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6. Product7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix
Steps 6 to 10
Summary headline of the marketing mix & strategy
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Products range from shampoos to conditioners
It is considered as more expensive shampoo brand
Uses TV, events and experiences Is distributed international
Quality hair products
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They are targeting women that are in the class A and B , who are from the ages 20-35.
Women who has an active lifestyle and conscious of their hair quality
Provides strong and vibrant hair
Class A and B families who want to make their togetherness special
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2. My PTM’s NWD
Needs from Maslow’s hierarchyWants determine choiceDemands for them to buy the
productNote: There may be multiple answers for needs, wants demands. Of these answers, underline and use bold font for the best answers. See examples that follow
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Describe your PTM needs
9Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
I want to be attractive/loved
I am happy when I am recognized for my beautiful hair
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2. Woman want to have attractive hair
Needs: They need hygiene product that would allow them to maintain their hair despite their active lifestyle.
Wants: They choose Palmolive due to the packaging and price. Credibility and awareness is also a factor in which, the brand promotes silky and straight hair.
Demands: A more attractive hair by attaining silky and straight hair, this in turn instill in the consumer confidence in their physical beauty.
** for needs, wants & demands, underline the top 1or 2 variables that are most important to the PTM
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3a. Direct and indirect products that address my PTM’s NWD
Direct: P&G (Pantene, Head and Shoulder, Rejoice), Uniliver (Clear, Cream Silk, Sunsilk, Vaseline)
Indirect: Gel, water Variables: Age, Pricie, Packaging,
brand promises silky and straight hair.
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3b. Create 2 Positioning Maps
1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice
This 1st Map should allow differentiation/ non-clustering of the direct competitors
Example: Price vs. AgeSize of bubbles= represent relative market
shares of the brands2nd Map: Functional Benefit vs. Brands/ Variants
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Example of a 2x2 competitive position map for toothpaste
Price/ Age Matrix
0-13 yrs 13-24 yrs 25-49 yrs 50yrs up
High price
Low Price
Price vs. Age Matrix as of 2011
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PalmoliveNatural
Shampoo
Palmolive Armoa
therapy
PalmoliveAnti-Dandruff
Rejoice
PanteneL’Oreal
Head andShoulders
vaseline
Sunsilk
Palmolive Tweens
Example of a benefit positioning vs. brand map for toothpaste
Benefit Positioning vs. Brand Matrix
as of 2011
Harder to stand out amidst the competitive clutter.
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4. Identify the gap between customers and competition
Palmolive is the only shampoo diversified their brand based on
nature-based scents. directly catered to younger
costumers with their new line the Fashion Girl Shampoo.
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4. Identify the gap between customers and competition
Palmolive should further diversify their brand towards family shampoos.
To directly compete with Vaseline and Head & Shoulders in the family-oriented hair product line
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4. “Positioning”: Brand identity from the maker
Silky smooth and straight hair
Palmolive Naturals, Shine with Life
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5a. Estimate the market size using competitor data
1. P24 billion local shampoo market1. Proctor and Gamble: 50%2. Uniliver: 15 %3. Colgate and Palmolive: 10%
2. Unilever's shampoo had overtaken Head & Shoulders to grab 15.6% of the market.
3. The market for Haircare in the Philippines increased between 2000-2005, growing at an average annual rate of 8.7%.
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5a. Estimate the market size using competitor data
http://www.researchandmarkets.com/reports/357046/haircare_in_the_philippines_to_2010
http://www.businessweek.com/globalbiz/content/feb2008/gb20080215_454648.htm
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5b. Estimate the market size using company data
1. Palmolive Philippines sales data: Annual sales close to P24 billion
2. Palmolive Claims 10 % market share
3. P24 B x 0.1 = P 2.4 Billion
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5c. Estimate the market size using customer data
1. Shampoo Consumption1. 30 million Filippinos buy 10ml
Palmolive shampoo for 2 days a once using 0.5 ml with cost of P2
2. 20 m x 0.25ml x P0.25 x 365 = P7 Billion
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5. Decide on market size in pesos, not in number of people1. Competitor data=P6.5 Billion
2. Company data = P8.5 Billion
3. Customer Usage data = P 7 Billion
Use instinct and best business judgment to finalize market size
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6a. Photo of product category
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6a. Show how product looks vs. competition
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6b. Product Description
Palmolive offer different shampoos-Palmolive Naturals Shampoo- Palmolive Aroma Therapy Shampoo- Gard Anti-Dandruff Shampoo- Palmolive Naturals Fashion girl
There are 7 sizes, 10ml and 12ml, 100, 180, 200, 400 and 750 ml
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6b. Product Description
Aroma Therapy line – relaxing with essentials oils to calm frizzy hair, leaving it smooth and straight.
Gard Shampoo- Anti-Dandruff, Shampoo and conditioner product.
6b. Product Description
100% Natural Rose Bloom extracts & Vitamin C smoothens and relaxes each hair strand for the fabulous hair that every Fashion Girl dreams about.
Utilizes the distinct herbal and natural scents of nature. For smooth, silky and straight hair
7. Price
Palmolive = 85 Pantene= 104 Head and Shoulders= 92 Rejoice = 76
Pricing is consistent with their desired target market, it does not go too cheap nor too expensive. It aims to stay in the median.
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8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use
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1
2
3
4
5 6
7
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8a. Your products Promotions
Palmolive has several commercials, promos and events. They have also utilized the ever expanding reach of the internet to further their marketing.
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8a. Samples of Promo
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8b. Competitor promo
Other shampoos offer the same features such as:- Hair smoothing and silky look- Conditioner and Shampoo combo
Palmolive’s product promo stands out due to the utilization of celebrities that is directly marketed toward the specific market
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8b. Competitor promo
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9. Place
Where is your product available? Supermarkets, sari-sari stores,
convenience outlets, drugstores, market stalls
Nationwide Pick-up by customers Cash and credit transaction
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10. What is the generic winning strategy?
Which of the 4 strategies are being used? (bold and underline to most dominant strategy) Low Cost Producer Supply and Distribution Leverage Differentiation Niche
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SUMMARY
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1. They are targeting women that are in the class A and B , who are from the ages 20-35.
2. NWD: a product that maintains and helps their hair smooth, silky and long
3. P&G (Pantene, Head and Shoulder, Rejoice), Uniliver (Clear, Cream Silk, Sunsilk, Vaseline)
Steps 1 to 5
Summary: Palmolive Shampoo
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4. No other product provides shampoos based on natures plants.5. The market size is P 24 billion. Palmolive Shampoo niche is P 2.4 Billion
Steps 1 to 5Summary: Palmolive Shampoo
6. Palmolive Shampoo7. Price is competitive, median 8. TV, Print and web. Uses
events and promos. 9. Distributed nationwide10. Uses niche approach to win
Steps 6 to 10
Summary headline of the marketing mix & strategy
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YOUR ASSIGNMENT AS A MARKETING STUDENT
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Your Assignment
Use this template to make your marketing plan for a product or company that will also be the topic of your STRAMA
Follow power presentation principles
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Grading
Customers (PTM, NWD)- 20% Competition (Positioning Map,
Market Size) 30% Company (4Ps, Strategy)- 40%
Power Principles Formatting- 10%
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