10 step marketing plan - heeyeon kim
TRANSCRIPT
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10 STEP Marketing Plan for Whisper (Sanitary Pads)
Heeyeon KIMFeb/17/2011
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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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The Procter & Gamble Company (P&G) is one of the world's largest consumer goods companies. It markets more than 300 brands in over 180 countries.
The company is engaged in producing beauty, health, fabric, home, baby, family, and personal care products.
The company operates in the Americas, Europe and Asia. It is headquartered in Cincinnati, Ohio, and employed about 138,000 people as of 2009.
The Procter & Gamble Company (P&G)
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1. Major target is 15~50, Female 2. When the women who are on the
menstruation3. The competitors are Kotex, Modess,
Charmee or Love Moon Anion4. Whisper has very higher brand equity &
product quality5. The market size is around 5,241.6 Million
pesos and whisper has 39.7% market share (2,082.8 Million pesos) in 2009. Reference: Datamonitor
Steps 1 to 5
Summary headline of your PTM and market
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6. P&G provides whisper sanitary pads7. P&G uses high price strategy8. P&G uses TV, radio, websites, events
& print9. Nationwide10. P&G uses Supply and Distribution
Leverage & Differentiation
Steps 6 to 10
Summary headline of the marketing mix & strategy
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1. Describe the primary target market (PTM)*
Demographics: Age range 15~50, Female, Regardless of social class & marital status.
Lifestyle: They could be any women who are workers or housewives.
Behavior: They consume the sanitary pads when they are on menstruation. They concern about leaking blood at the period of menstruation. As usual the price of sanitary pads is 40 pesos per pack (5 pieces).
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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
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Self-Actualization Needs(Self-
Development & Realization)
Esteem Needs (Recognition,
Status)
Social Needs (sense of belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarchy of Needs Marketing Management, 11th ed, Philip Kotler
They want to feel free from the leak of blood
Without sanitary pads unable to go out
when they are on menstruation
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2. PTM’s needs, wants & demands
Needs: They need to buy the safe & hygienic sanitary pads. When they are working or going somewhere, they need to wear it.
Wants: They want that sanitary pads are high absorption, skin-friendly, wear sensation and soft.
Demands: They demand the low price with nice quality. Plus, they want to use skin friendly sanitary pads.
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3a. Direct and indirect products that address my PTM’s NWD
List of Competitors products/ brands: Kotex, Modess, Charmee, Love Moon Anion
Determine the variables that affect choice of product, brand: High absorption, skin-friendly, wear sensation and price
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3b. Create 2 Positioning Maps
1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice
Price vs. Brand Equity Matrix
2nd Map: Functional benefits vs. Brands/ Variants
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Example of a 2x2 competitive position map for Sanitary pads
Price/ Brand Equity
Low Brand Equity
Middle Brand Equity High Brand Equity
High price
Middle price
Low Price
Kotex20.9%
Whisper39.7%
Love Moon Anion5.3%
Modess17.2%
Charmee4.3%
Price vs. Brand Equity Matrix as of 2011
Source: Datamonitor
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Example of a benefit positioning vs. brand map for Sanitary Pads
Benefit Positioning vs. Brand Matrix
as of 2011
Functional Benefit Whisper
Love Moon Anion Modess Kotex Charmee
Prevents LeakSkin friendlyhypo-allergenicCertificationWear SensationSaves money
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4. Identify the gap between customers and competition
Where is the marketing opportunity?=> Make higher brand equityWhat NWDs are not being addressed?=>Skin friendly, hypo-allergenic and
saves moneyWhat can be the unique selling
proposition for the new product. => P&G Could sell sanitary pads with good smell like green tea or jasmine
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5. Estimate the market size using Datamonitor (Research company) data
The market size is around 5,241.6 Million pesos and whisper has 39.7% market share (2,082.8 Million pesos) in 2009.
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5. Estimate the market size using Datamonitor (Research company) data
Brand Market Share(%)
Market Share (PHPm)
Whisper 39.7 2,082.8
Kotex 20.9 1,096.4
Modess 17.2 901.6
Love Moon Anion 5.3 277.9
Charmee 4.3 225.9
Others 12.5 656.9
Overall 100 5,241.6
Reference: Datamonitor Based in 2009
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6a. Show how product looks vs. competition2nd large market share Tampon
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6b. Product Description
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6b. Product Description
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6b. Product Description
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7. Price – Whisper uses High Price Strategy
Based on 5 pieces pack with wings (PHP)Brand Price(PHP)
Love Moon Anion 50
Whisper 46
Modess 36
Kotex 34
Charmee 23
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8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use
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8a. Samples of Promo
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8a. Your products Promotions
Why MEN LOVE Whisper
“Whisper I Love You”: Now Available to all Globe, Smart, and Sun subscribers!
Whisper Rampa Video Contest
The other promotions is in the websiteWebsite: http://whymenlovewhisper.multiply.com
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8b. Competitor promo
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8b. Competitor promo
Kotex Summer Fun for Five
Free Baller ID
Other promotionsWebsite: http://www.kotex.com.ph/promotions/index.aspx
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9. Place
Where is your product available? Supermarkets, sari-sari stores,
convenience stores and drugstores We could buy Sanitary pads
regardless of country. So, it’s Nationwide
Whisper could be delivered to home, ordered via internet. But as usual people just buy sanitary pads in the off-line market
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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) Supply and Distribution Leverage Differentiation
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SUMMARY
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1. Major target is 15~50, Female 2. When the women who are on the
menstruation3. The competitors are Kotex, Modess,
Charmee or Love Moon Anion4. Whisper has very higher brand equity &
product quality5. The market size is around 5,241.6 Million
pesos and whisper has 39.7% market share (2,082.8 Million pesos) in 2009. Reference: Datamonitor
Steps 1 to 5
Summary headline of your PTM and market
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6. P&G provides whisper sanitary pads7. P&G uses high price strategy8. P&G uses TV, radio, websites, events
& print9. Nationwide10. P&G uses Supply and Distribution
Leverage & Differentiation
Steps 6 to 10
Summary headline of the marketing mix & strategy
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10 STEP Marketing Plan for Whisper (Sanitary Pads)
Heeyeon KIMFeb/17/2011