Wear a new smile with Henkel - PELCAPS -
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Transcript of Wear a new smile with Henkel - PELCAPS -
ADRIANO DESTRO
SIMONE DI FRANCIA
GIULIA CAMPOLO
GIANLUIGI CAMPOLO
Pel
Wear A New Smile With Henkel
Project Work Henkel 2012/13
Prof. Luigi Cantone
Presentation Structure
I. MACRO Context : “Scenario 2050”
II. Analysis : “Needs Wants & Demand”
I. Market Segmentation: “Defining The Business”
II. Offer System: Value Levers
V. End-User Segmentation
VI. Behavioristic Segmentation
VII. Product Placement
VIII. Marketing Mix
IX. Product Profile
X. Core Range Portfolio
XI. Packaging
XII. Price Policy
XIII. Distribution Policy
XIV. Communication
ECONOMIC FACTORS:
- Development in emerging markets (BRICs, South Africa & N-11 )
- Partnership between companies on a global scale
- Average discretional income growth
- Huge pickup in demand both basic and higher-priced goods
- “Oral disease: the fourth most expensive disease to treat in most industrialized countries”
- Escalating costs and limited resources
SOCIOCULTURAL FACTORS:
- Population Growth
- Progressively Ageing Population
- Globalization Growth
- High awareness of the need to look good (Visual Culture)
- Consumer skepticism towards new products (CSTNP)
- Non-communicable diseases
- Inaccessibility to higher-priced product for underprivileged and social marginalized
groups in developed and developing countries
POLITICAL & LEGAL FRAMEWORK:
- Top priority to committed policies for the prevention and promotion of globally increasing
high risks to health (such as tobacco consumption*, HIV/AIDS)
- Oral and pharyngeal cavity cancer prevention campaign
- Community based strategy for oral-disease control
ENVIRONMENTAL FACTORS:
- 20% of the world’s population does not have access to safe drinking water
and nearly 40% lacks adequate sanitation so that affects both general and oral hygiene
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OVERALL EFFECTS PROBABILITY TIME EFFECTCONTEXT
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• KEEP THE ORAL CAVITY (mouth/teeth) CLEAN & REDUCE BACTERIAL ACTIVITY:
- to PREVENT tartar, cavities, gingivitis, and gum diseases
- to MINIMIZE hypersensitivity and halitosis issues
• CONSIDERABLE TIME SAVING
HIGH AWARENESS OF THE NEED TO LOOK GOOD:
- WISH FOR BRIGHTER & WHITER TEETH
- WISH BEING MORE CONFIDENT WHEN SMILING AND LOOK ATTRACTIVE*
- LOW PRICED BUT HIGH-PERFORMANCE PRODUCTS
- VALUE ADDED MULTIFUNCTIONALPRODUCTS (Whitening, Brithening, Protective)
- AESTHETIC DENTISTRY
Customer “Needs, Wants & Demand”
NEEDS
WANTS
DEMAND
DEFINING THE BUSINESS
TOOTHPASTE/ TOOTHBRUSH
DENTAL FLOSS
MOUTHWASH
CHEWIN GUM(xilitolo/flu
oride)
PREVENTION OF ORAL CAVITY
DISEASES
SUPPRESSION OF HALITOSIS
NOT TAKING
CARE
CARING HEAVY CARING
CUSTOMERGROUPS
ALTERNATIVE TECHNOLOGIES
CUSTOMER FUNCTIONS
AESTHETIC PURPOSE
ECO-FRIENDLY QUALITY
BRAND
DISTRIBUTIONRELIABILTY
RANGE WIDTH
DEMOGRAPHIC Segmentation:
• AGE: 20 – 65;
• GENDER: Male and Female;
• FAMILY LIFECYCLE: Undergraduate, Post graduate, Married with no children, Solitary survivor, Young couples;
• INCOME LEVEL: Medium-High Income
PSYCHOGRAPHIC Segmentation:
• LIFESTYLE: Innovators, end-users who have keen interest in dental health/wealth, sportsmen/women;
• CHARACTER: Predominant, Ambitious, Countertrenders, Workhaolic;
BUYING PROCESS
• PURCHASING FREQUENCY: >=Weekly;
• PURCHASING POINT : Exclusive distributors;
• PURCHASING PROCESS DURATION: Limited Decision Making;
• Brand fidelity: HIGH;
USE OCCASIONS
• PLACE: In all places;
• FREQUENCY: 2-3 times a day;
• SITUATIONAL CONTEXT: Early in the morning, Before meals, Before smoking
Very effective
Ineffective
Very praticalImpratical
Conceived as an orosoluble capsule, "Pelcaps", will release a flavourless and colourlessliquid*[note] and once in very close contact with teeth a pellicle will take form.
This film will be a second skin, the most effective teeth protection, whitening and brightening.
Thanks to its handy, but capacious, packaging, it fits comfortably in your bag, pocket so that you can use it however, wherever and whenever you want.
BEAUTY CARE
ORAL HYGIENE
TOOTHPASTE, MOUTHWASH, CHEWING GUM WITH FLOURIDE
HAIR CARE
Hair color, hair care, hair styling and hair form products.
(Schwarzkopf Professional, Indola and Clynol)
Range Extension
Depth
Range
Beauty care
BODY CARE
Naturally Perfumed Products.
(MONT SAINT MICHEL)
Shaving cream and aftershave lotion.
(SQUIBB)
Deodorants
Liquid Soap
Foam Bath
Intimate Cleansing
Showergel
Shampoo
(NEUTROMED)
ORAL HYGIENE
Toothpaste
MouthWash
(ANTICA ERBORISTERIA)
Intensive Whitening Toothpaste
(DENIVIT)
Toothpaste + mouthwash
(THERAMED)
Pelcaps
“PCB” PACKAGING TEORY
DESIGNED TO BE CARRIED ALONG
EVERYWHERE
COLORED AND
CUSTOMIZED PACKAGING
ALUMINIUM PACKAGING AND RECICLYBLE PAPER
PricingStrategy
GEOGRAPHIC
Pricing
PRICE DISCOUNTS
PricingSTRATEGY
PRICEOBJECTIVES
• PRICE BY REGION (It can varygeographically)
• TRADE DISCOUNT
• FAMILY PACK (PromotionalDiscount)
• QUANTITY DISCOUNT
• PREMIUM PRICE*
• PROFIT TARGET
PRODUCER
WHOLESALER
RETAILER
CONSUMER
Distribution Chain:
INDIRECT & SHORT
Hedging strategy:
SELECTIVE DISTRIBUTION*
Communication Strategy of the channel:
PULL STRATEGY**
Control of the channel:
MONITORED
EXTERNAL RELATIONS:
PUBLIC AWARENESS
CAMPAIGN & “PELCAPS DAY”
SALES PROMOTION:
BOGOF* & SMALL GIVEAWAYS
ADVERTISING:
NEWS & TRADE
MAGAZINE
SALES PEOPLE: SPECIALIZED SALESMEN
Our goal : “Deliver more VALUE, at a reduced FOOTPRINT”
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PERFORMANCE
1) Raw Material Sourcing : Taking advantage of the heterogeneity of raw materialsalready employed in the production process;
2) Production : Investments in manufacturing technology [A new product different fromall other ones included in the Henkel product range; Benefit from already acquiredchemical know-how;
3) Logistic/Retail : The company should benefit from the existing distribution channelswith drugstore and department stores “para-pharmacy”;
4) Usage: Easy to use (product) and pocket-sized, non toxic (packaging)
5) Disposal: Alluminium, recyclable & reusable material (Packaging);Biodegradable (Pellicle);