10 step-marketing-plan-dove-mitra-eftekhar

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10 STEP

Marketing Plan for

Dove

Mitra Eftekhar

February 2011

www.mitraeftekhar.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. PTM: Women 20-35 Y O, Class A & B

2. They want soft, beautiful skin

3. Choices: Olay, Nivea, Palmolive, Safeguard, Maxi-Peel, Silka, Johnson's, Belo, Vaseline

4. Dove Cleanses and Softens

with ¼ moisturizing cream

5. The market size is $2.5,

Dove Niche is $0.9 Billion

Steps 1 to 5

Summary headline of your

PTM and market


6. The only soap bar with ¼

moisturizing cream.

7. 100 gr @ P 40, 135 gr @ P 50

8. Self esteem Campaign,

7 days with no mirrors challenge

9. Supermarkets, Sari-Sari store, Nationwide

10. Niche strategy to win

Steps 6 to 10

Summary headline of the

marketing mix & strategy


1. Describe the primary target

market (PTM)

Demographics (Female 20 to 35 years old, A & B class, Single or Married)

Lifestyle (Socially active either w/woJob)

Behavior (3 - 7 x per week, keeping their skin moisturized while cleansing)


2. PTM needs to have a

beautiful and clean skin

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

My skin is moisturized, beautiful & clean


2. PTM’s needs, wants &

demands

Needs: Women need to be confident of their look and have a healthy beautiful skin in respond to their self esteem needs

Wants: Woman 20 to 35 choose Dove as it is the only beauty soap with ¼ moisturizing cream, smells good, no soap residues after wash, difference making promise in 7 days, price, availability

Demands: Soft, moisturized and healthy skin, Good smell, White skin, No remains after wash, known brand, have an appealing look


3a. Direct and indirect

products that address my

PTM’s NWD

Direct: Olay, Nivea, Palmolive, Safeguard, Maxi-Peel, Silka, Johnson's, Belo, Vaseline

Indirect: Body wash, Body scrub, Shampoo, Water

Variables: Brand, Price, Availability, Whitening, expected change when constantly used, product specifications, smell,


3b. Positioning Vs. Brand Map


Gr. Dove Palmolive Olay Maxi-Peel Belo Silka GlutaMAX Vaseline

Beauty

Bar

Moistu

rizing/

Alo

evera

White

+

Pro

tectio

n

•Ultra

Moistu

re•F

resh

Reviv

ing

•Anti a

ge

Exfo

liatin

g +

M

oistu

re

Exfo

liatin

g

Sm

ooth

W

hite

nin

g

Nourish

ing

White

nin

g

White

nin

g

Inte

nsiv

e

White

nin

g

White

nin

g

•Health

y W

hite

Whitening

Exfoliating

moisturizing

Anti Age

Anti acne

Aromatherapy

3b. Price Vs. Brand Map


Gr. Dove Safeguard

Palmolive Olay Maxi-Peel Belo Silka Johnson's Vaseline Nivea

Beauty

Bar

Pro

fessio

nal

Diffe

rent S

mell

Moistu

rizing/

Alo

evera

White

+

Pro

tectio

n

•Ultra

Moistu

re•F

resh

Reviv

ing

•Anti a

ge

Exfo

liatin

g +

M

oistu

re

Exfo

liatin

g

Sm

ooth

W

hite

nin

g

Nourish

ing

White

nin

g

White

nin

g

Inte

nsiv

e

White

nin

g

•Cle

an M

oistu

re•A

ctive p

rote

ct

•Activ

e N

ourish

•Health

y W

hite

•Honey &

Oil

•Pearl &

Beauty

60 13.75 29.75 20.75 19.75

75 30

80 36.75 20.95

90 22.95 21.75 42.25 31.80 21.50

100 40 45.75

120 44 54

125 46.20 30.50 40.50 57.25 57.95 56 57.30 33 29.95

135 50 39.90

4. Dove can position strongly

by differenciation

Dove is the only soap

that has ¼ moisturizing cream

Promises not to leave any residues on skin

This products will make skin more attractive by cleansing and keeping it moisturized

Olay is also promising change in skin appearance after 7 washes.

Most of the soaps are said to whiten skin which can be harsh in contact and make it dry after constant use


5a. Estimate the market size

using competitor data

Beauty and personal care sales were US$2.26 billions 2008-2009, with a 2% rise year on year.

2010-2011 2.26*1.04= $2.36 billionhttp://www.cosmeticsbusiness.com/technical/article_page/South_East_Asia__strength_in_diversity/57169


http://www.cosmeticsbusiness.com/technical/article_page/South_East_Asia__strength_in_diversity/57169

5b. Estimate the market size

using company data

Claimed market share: 45%

Historical sales: $0.9 Billion in 2010

Total market size $0.9 Bn/0.45

= $2 Billion


5c. Estimate the market size

using customer data

80’000’000 Filipinos from age 5 to 65

3 times use per week

$1 soap per month $0.25 soap per week

80’000’000*3* 0.25*52= $3.12 billionhttp://www.bles.dole.gov.ph/2009%20Publications/2009%20YLS/statistical%20tables/Chapter%2001/TAB1-3.PDF


http://www.bles.dole.gov.ph/2009 Publications/2009 YLS/statistical tables/Chapter 01/TAB1-3.PDF



5. Market size of $2.50 Billion

Average of:

Competitor data= $2.36 Billion

Company data = $2 Billion

Customer Usage data = $3.12 Billion


6a. Photo of product category


6b. Dove Soap

Specification

The only soap bar with ¼ moisturizing cream.

Leaves no soap residues when used in hard water.

Only Dove has patented cleansing technology

75, 100, 135 gr soap bar

Ph between 6.5 to 7.5


6b. Dove Soap range

Dove Go Fresh Energizing Beauty Bar

Dove Go Fresh Moisturizing Beauty Bar

Dove Fresh Moisture Bar

Dove Gentle Exfoliating Cream Bar

Dove Cream Beauty Bar Blue

Dove Cream Bar Pink

Dove Cream Bar Extra Sensitive


7. Price

Dove Fresh Moisture Bar 100g: P40.00

Dove Energizing Beauty Bar 100g: P40.00

Dove Gentle Exfoliating Cream Bar 100g: P40.00

Dove Cream Beauty Bar Blue 100g: P40.00


Dove Cream Bar Pink 100g: P40.00

Dove Cream Bar Pink 135g: P50.00

Dove Cream Bar Extra Sensitive 100g: P40.00



7. Competitor Price

Comparison


Gr. Dove Safeguard


Beauty

Bar

Pro

fessio

nal

Diffe

rent S

mell

Moistu

rizing/

Alo

evera

White

+

Pro

tectio

n

•Ultra

Moistu

re•F

resh

Reviv

ing

•Anti a

ge

Exfo

liatin

g +

M

oistu

re

Exfo

liatin

g

Sm

ooth

W

hite

nin

g

Nourish

ing

White

nin

g

White

nin

g

Inte

nsiv

e

White

nin

g

•Cle

an M

oistu

re•A

ctive p

rote

ct

•Activ

e N

ourish

•Health

y W

hite

•Honey &

Oil

•Pearl &

Beauty

60 13.75 29.75 20.75 19.75

75 30

80 36.75 20.95

90 22.95 21.75 42.25 31.80 21.50

100 40 45.75

120 44 54

125 46.20 30.50 40.50 57.25 57.95 56 57.30 33 29.95

135 50 39.90

7. Competitor Price

Comparison in percent


Gr. Dove Safeguard


Beauty

Bar

Pro

fessio

nal

Diffe

rent S

mell

Moistu

rizing/

Alo

evera

White

+

Pro

tectio

n

•Ultra

Moistu

re•F

resh

Reviv

ing

•Anti a

ge

Exfo

liatin

g +

M

oistu

re

Exfo

liatin

g

Sm

ooth

W

hite

nin

g

Nourish

ing

White

nin

g

White

nin

g

Inte

nsiv

e

White

nin

g

•Cle

an M

oistu

re•A

ctive p

rote

ct

•Activ

e N

ourish

•Health

y W

hite

•Honey &

Oil

•Pearl &

Beauty

100100%

63.7%

60.4%

124%117.3

%86.4%

82.2%

88.3%

114.8%

59.7%

65.4%

114.4%

135100%

99.9%

65.8%

87.4%

99%123.6

%

114.4%

123.7%

121%

79.8%

121.5%

71.2%

64.7%

7. Price

Dove is among the high offers in the market.

It’s emphasizing on the ¼ moisturizing cream to differentiate itself from the others.

As the 10th anniversary, dove reduced it’s prices:

100 gr soap bar from P 55 to P 40

135 gr soap bar from P 63 to P 50


8a. Which of these modes

does your product use?


1

2

34

8a. SelfeSteem Campaign

The Campaign for Real Beauty is a global effort to

serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty; to embrace all definitions of beauty.


8a. Dove Promos


8b. Competitor promo


9. Place

Where is your product available?

Supermarkets, sari-sari stores, convenience outlets, drugstores

Nationwide


10. What is the generic

winning strategy?

Which of the 4 strategies are being used?

Niche

Differentiation

(¼ moisturizing and no soap residue)


29

SUMMARY


1. PTM: Women 20-35 Y O, Class A & B

2. They want soft, beautiful skin

3. Choices: Olay, Nivea, Palmolive, Safeguard, Maxi-Peel, Silka, Johnson's, Belo, Vaseline

4. Dove Cleanses and Softens

with ¼ moisturizing cream

5. The market size is $2.5,

Dove Niche is $0.9 Billion

Steps 1 to 5

Summary headline of your

PTM and market


6. The only soap bar with ¼

moisturizing cream.

7. 100 gr @ P 40, 135 gr @ P 50

8. Self esteem Campaign,

7 days with no mirrors challenge

9. Supermarkets, Sari-Sari store, Nationwide

10. Niche strategy to win

Steps 6 to 10

Summary headline of the

marketing mix & strategy


32

10 STEP

Marketing Plan for

Dove

Mitra Eftekhar

February 2011


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