Markma 10stepmarketingplan 12-0226

The 10 Step Marketing Plan

Kathleen Anne MamaradloAteneo Graduate School of Business

2012 Edition

http://kathleenmamaradlo.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


1. Dove beauty bar’s PTM are “real women”2. Who wants to feel beautiful and confident

in baring their natural skin 3. Can choose Palmolive and Olay Beauty bar4. Gap: all other brands are more known for

giving women smooth skin like that of known celebrities

5. Total market size is P2.5B . Dove Beauty Bar’s niche is P600M

Steps 1 to 5

Real Beauty for Real Women


6. Dove Beauty Bar is a soap that contains ¼ moisturizing cream that wouldn’t dry skin the way normal soap does.

7. Dove Beauty Bar s 7% more expensive than Olay and 60% more expensive then Palmolive.

8. Uses TV, print, and campaigns 9. Distributed nationwide10. Niche approach

Steps 6 to 10

Real women are after real results


1. Dove Beauty Bar’s primary target market (PTM) are “real women”* Women, 25 to 34, AB, Upper C, single Working, dating/married. Takes a shower at least once a

day,particular about their skin, not very confident about their appearance, demands moisturized skin that can be naturally bared without the need to put on makeup

*Exclusion of a certain demographic group in PTM does not mean they do not buy the product. Some do buy, but majority don’t which is why limited marketing resources are best focused on PTM


PTM needs to feel beautiful in their own skin

6Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

I will feel beautiful once I am confident in my own skin

I want to be considered by society as beautiful


2. PTM’s needs, wants & demands 25 to 34 y/o women have a need for self-esteem

and belongingness

25 to 34 y/o women prefer Dove Beauty Bar over other soaps because of its credibility, their brand promise that it wouldn’t dry their skin like other soap does and their efforts to break the stereotypical definition of beauty.

25 to 34 y/o women’s demands:Moisturized skin, satisfaction with their physical appearance, feel naturally beautiful


3a. Dove Beauty Bar has a number of competitors Direct: Palmolive, Olay, Safeguard, Zest,

Johnson&Johnson, Papaya soaps, Greencross

Indirect: Lotions, Body butter, body oil, body wash

Variables: Age, Price, packaging, availability, skin type, brand promise of soft and beautiful skin and to allow women to celebrate their own beauty.


Price/Age 0 to 10 11 to 20 21 to 4041 and above

High Price

Low Price

Dove is #1 in niche: premium product for 25 to 34 y/o women

Price vs. Age Matrix as of 2012


Oilatum

J&JSafe-guard

Tender care

Palmolive

Dove

Olay

Green cross

Zest

Safeguard

Dove differentiated itself from other moisturizing soaps (Dare to bare/You don’t need to fit into the stereotype to be beautiful)

Benefit Positioning vs. Brand Matrix

as of 2011

Harder to stand out amidst the competitive clutter.

Functional Benefits J&J Oilatum Tender Care Palmolive Dove Olay Safeguard Green cross ZestAnti-bacterial Mild/Gentle Prevents rashes/allergies Moisturizing Confidence to bare skin Feel naturally beautiful

Use of natural ingredients (ex. Rose extract/almond oil/shea butter) Accredited by an organization (ex.PAMET) Leaves a clean feeling after every shower Deodorant/soap in one


4. Dove Beauty Bar positions itself in a niche market opportunity

Dove Beauty Bar is the only soap that: Intensively moisturizes the skin Of 25 to 34 y/o women Who wants to be confident enough to bare

their skin with no makeup and who wants to feel beautiful even if they don’t necessarily fit into the stereotypical definition of beauty.

Traditional marketing positioning focuses on providing perfect skin like that of a celebrity’s.


4. Dove Beauty Bar’s positioning according to it’s manufacturer

Dove makes women feel beautiful every day, by widening today’s stereotypical view of beauty and inspiring them to take great care of themselves.

Source: Dove Philippines website


5a. Dove Beauty Bar’s market size based on Unilever’s data

1. Unilever sales for Dove Beauty Bar may be P600,000,000

2. Unilever claims 24% of the market Distribution extent

3. Total soap market size is P600,000,000/.24 = P2.5B


5c. Estimate the market size using customer data

1. Bath soap usage

70 of 90 million Filipinos take a bath at least once a day. A 100g bar of soap would normally last for 2 weeks which translates to P1.96 per shower.

70M x 1 x P1.96 x 365 = P50B


5. Toothpaste market is P2.5B

1. Company data = P2.5B

2. Customer Usage data = P50B

Use instinct and best business judgment to finalize market size


6a. What sets Dove Beauty bar apart?

Only Dove Beauty Bar offers the unique benefit of ¼ moisturizing milk in a bar.

Only Dove promises women that it wouldn’t dry their skin the way other soap does

Source: Dove Philippines websitehttp://kathleenmamaradlo.blogspot.com

6b. Dove Beauty Bar offers beautiful skin through 6 variants:

White Beauty Bar Extra Sensitive Beauty Bar Gentle Exfoliating Beauty Bar Pink Beauty Cream Bar Fresh Moisture Beauty Bar Energizing Beauty Bar

Source: Dove Philippines websitehttp://kathleenmamaradlo.blogspot.com

6c. Dove Beauty Bar vs. Competition

7. Price (8 brands, 4 sizes)

ACTUAL RETAIL PRICESSize (g) J&J Tender Care Palmolive Dove Olay Safeguard Green cross Zest 100g Php26.45 Php40.00 120g Php44.75 125g Php30.15 Php29.95 135g Php34.60 Php29.75 Php27.50


7a. Bath soap prices vary from PHP 0.20 to PHP 0.40 per gram


ACTUAL RETAIL PRICES (per gram)Size (g) J&J Tender Care Palmolive Dove Olay Safeguard Green cross Zest 100g Php0.26 Php0.40 120g Php0.37 125g Php0.24 Php0.24 135g Php0.26 Php0.22 Php0.20

8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use

1.

2.

3. 4.


8a.Dove Beauty Bar’s commercials straight to the point (Dove is better than soap)


8a. Campaign for Real Beauty


8a. The Dove Self-esteem Fund


The Campaign for Real Beauty Wants to communicate that beauty comes in

all shapes and sizes The objective is to widen society’s definition of

beauty and make every woman feel good about herself

The Dove Self-esteem Fund Company makes donations to organizations

(ex. Eating Disorder Association) who are developing new ways to increase self-esteem

8a. Campaigns that Dove can call their own


8b. Palmolive Naturals


8b. Olay Beauty Bar (website)


8b. Olay Beauty Bar (print ad)


9. Dove is distributed nationwide (Unilever distribution network

Supermarkets, convenience outlets, drugstores

Nationwide but more focused on metropolitan cities

Picked up by customers Cash and credit transactions


10. Dove beauty bar focuses on a certain niche

Dove Beauty Bar’s main strategy is to focus on 25 to 34 y/o women who does not fully see themselves as beautiful and who wants to be confident in their own skin

It benefits from the distribution leverage of Unilever

Excellent product made available nationwide


31

SUMMARY

1. Dove beauty bar’s PTM are “real women”2. Who wants to feel beautiful and confident

in baring their natural skin 3. Can choose Palmolive and Olay Beauty bar4. Gap: all other brands are more known for

giving women smooth skin like that of known celebrities

5. Total market size is P2.5B . Dove Beauty Bar’s niche is P600M

Steps 1 to 5

Real Beauty for Real Women


6. Dove Beauty Bar is a soap that contains ¼ moisturizing cream that wouldn’t dry skin the way normal soap does.

7. Dove Beauty Bar s 7% more expensive than Olay and 60% more expensive then Palmolive.

8. Uses TV, print, and campaigns 9. Distributed nationwide10. Niche approach

Steps 6 to 10

Real women are after real results


Date post:	08-May-2015
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Markma 10stepmarketingplan 12-0226

Health & Medicine