feb.17.2011 heeyeon kim
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10 STEP Marketing Plan for (Whisper)
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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1. Identify your target (PTM)2. What do they need, want,
demand (NWD)3. What are they choices
(competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)
Steps 1 to 5
Summary headline of your PTM and market
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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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1. Describe the primary target market (PTM)*
Demographics: Age range 15~50, Female, Regardless of social class & marital status
Lifestyle: They could be ordinary 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.
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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
7
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 Hierarcy 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 menstraution
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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.
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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
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/ Effects
Easy to go
around (with
wings)
13-24 yrs 25-49 yrs 50yrs up
High price
Low Price
Closeup
Colgatekids
ColgateTotal + whiten
Sensodyne
HapeeUnique
HapeeComplete
+ whitening
Price vs. Age Matrix as of 2011
HapeeFresh
CloseUp
whiten
ColgateSensitive
ColgateFresh
Unique
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Example of a benefit positioning vs. brand map for toothpaste
Benefit Positioning vs. Brand Matrix
as of 2011
Functional BenefitColgate
KidsColgate
Fresh
Colgate Total+
WhiteningColgate Sensitive
Close Up Gel
Close Up White
Hapee Kids
Hapee Fresh
Hapee Total + Whiten Unique Sensodyne
Prevents Tooth DecayWhitens TeethFreshens BreathMouthwash in 1Fresh ConfidenceConfidence Up Close to KissProtect 24 hoursFun for kidsSaves moneyReduces teeth sensitivity
Harder to stand out amidst the competitive clutter.
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4. Identify the gap between customers and competition
Where is the marketing opportunity?
What NWDs are not being addressed?
What can be the unique selling proposition for the new product (totally new or repositioned.)
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5a. Estimate the market size using competitor data
1. Top 7000 Corporation Data or news Total Sales from 1 product companies % of sales from multi-product
2. vs. known Industry size comparisons3. vs. 1-1 suppliers4. Visual observation- warehouse5. Pirating personnel or garbage6. Illegal interview7. “Share of Shelf”
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5b. Estimate the market size using company data
1. Claimed market share2. Guesstimate on market share
Fair share of market Distribution extent
3. Historical sales
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5c. Estimate the market size using customer data
1. Usage per day or per year Per person Per household
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5. Decide on market size in pesos, not in number of people1. Competitor data=
2. Company data =
3. Customer Usage data = 1,503.3 million based on 2010. by Historical method
Reference: DATAMONITOR
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6a. Photo of product category
Show a product shotYour product and your competitorswith, without box as they look in the
supermarketAll pack sizesAll variantsAll major brands
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6a. Show how product looks vs. competition
Product shot 1 of direct competitors
Product shot 2 of indirect competitors
How product looks in supermarket shelves
or point of sales
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6b. Product Description
Describe the physical features, specifications, attributes of the product.
Info may be in product packaging, label, brochures or website.
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7. Price
Get prices of your product Creatively compare vs.
competitors across different pack sizes and variants
Quantify the price difference in % terms vs. competitors
Conclude on what pricing strategy is being used
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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. Your products Promotions
Describe what you propose to do/ product is currently doing vs. the 8 modes of communications.
Show executions of this (from websites, print ads, actual commercials)
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8a. Samples of Promo
Samples
This can be in multiple slides
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8b. Competitor promo
Show also how your key competitors communicate
Their commercialsTheir websites
And why your communication stands out
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8b. Competitor promo
Samples
Can be multiple slides
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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
Method of delivery (some products can be delivered to your home, ordered via internet, phone orders, etc.)
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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. Identify your target (PTM)2. What do they need, want,
demand (NWD)3. What are they choices
(competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)
Steps 1 to 5
Summary headline of your PTM and market
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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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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%