Case Study
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Product Management
Plan OVE
Agenda
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• Selecting a Winning Product
• Market Segmentation
• Market Analysis
• Competitor Analysis
• The Requirements Specification
Step1: Product Management
• Over-view
• Market Place
• BCG matrix
• POD vs. POP
• SWOT analysis
Step 2: Situation analysis
• Target segment selection
• TOWS Matrix || actions
• Positioning || Battle of minds
Step 3: Marketing Strategy
• Objective
• Advertising
• PR activity
• Social media
Step 4: Communications
MIX
PRODUCT MANAGMENT
Step 1
3
#1
Selecting a Winning Product
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Selecting the right product ideas means increased
sales, improved profits and huge efficiency gains
across your company.
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I will assume that we work in cosmetics products, and this categorized to :
1. Hair a. Shampoo b. Gels c. Tanning d. Nutrition and special situation
2. Skin and body care a. Creams and lotions b. Sun protection and tanning c. Anti-ageing and nutrition d. Special skin caring/treatment
3. Mouth a. Tooth pasts b. Mouth wash c. Cavity cleaners
4. Perfumes/body spray a. Body spray b. Body splash c. Perfumes
5. Shaving a. Pasts b. Foam c. Gels d. Aftershave.
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I will assume that we work in cosmetics products, and this categorized to :
1. Hair a. Shampoo b. Gels c. Tanning d. Nutrition and special situation
2. Skin and body care a. Creams and lotions b. Sun protection and tanning c. Anti-ageing and nutrition d. Special skin caring/treatment
3. Mouth a. Tooth pasts b. Mouth wash c. Cavity cleaners
4. Perfumes/body spray a. Body spray b. Body splash c. Perfumes
5. Shaving a. Pasts b. Foam c. Gels d. Aftershave.
In each category we can find a market
gap. Or we can create new product for
new need.
Market gap stop points:
Uncovered target segment (A,B and C
class variation)
Unavailable product form (size or way
or use it)
Empty positioning (unique position for
Egyptian market)
Unmatched quality (current products
quality are too bad or too good )
Market monopoly (market size can
handle two brand names)
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I will assume that we work in cosmetics products, and this categorized to :
1. Hair a. Shampoo b. Gels c. Tanning d. Nutrition and special situation
2. Skin and body care a. Creams and lotions b. Sun protection and tanning c. Anti-ageing and nutrition d. Special skin caring/treatment
3. Mouth a. Tooth pasts b. Mouth wash c. Cavity cleaners
4. Perfumes/body spray a. Body spray b. Body splash c. Perfumes
5. Shaving a. Pasts b. Foam c. Gels d. Aftershave.
In each category we can find a market
gap. Or we can create new product for
new need.
Market gap stop points:
Uncovered target segment (A,B and C
class variation)
Unavailable product form (size or way
or use it)
Empty positioning (unique position for
Egyptian market)
Unmatched quality (current products
quality are too bad or too good )
Market monopoly (market size can
handle two brand names)
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Take a look at Personal care Products
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Choosing the product is based on target segment and
positioning that reflect the brand’s value.
name perception product Brand
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In the same time we need it universal as much as
possible to help us in diversification.
(brand building take is too hard process, we should up-use the brand as
much as we can; future diversifications)
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Perception depends on
individual value, goals,
need and expectation.
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The most desirable
trends
Cleanness
Powerful
Sport
nutrition
safe
Beauty
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Based on small market observation, I select to start
where everybody end.
Lotions
+brand can fit with male and females by simple modification, brand can
easily diversified to other personal care products without effecting the
brand image and value.
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Based on small market observation, I select to start
where everybody end.
Lotions
+brand can fit with male and females by simple modification, brand can
easily diversified to other personal care products without effecting the
brand image and value.
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Based on small market observation, I select to start
where everybody end.
Lotions
+brand can fit with male and females by simple modification, brand can
easily diversified to other personal care products without effecting the
brand image and value.
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Simple and easy to read name, reflect our objective
and helps the brand building process.
Name Brand
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It can be existing words, invented words, abbreviations
or hybrids
Name Brand
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OVE preliminary invented name.
Name Brand
#2
Market Segmentation and Sizing
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Market segmentation
The selected segment will be
“Person (male/female) using our product before going
to work drinking late-cafe from Starbucks and planning
to spend the week end outside Cairo with friends after
long day working”
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Market segmentation
The selected segment will be
“Person (male/female) using our product before going
to work drinking late-cafe from Starbucks and planning
to spend the week end outside Cairo by his own car with
friends after long day working”
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Market sizing
Egypt is a developing country & age group between
20-40 becomes the largest age segment (Based on CIA fact
book) with large middle class.
With good distribution channels we can manage 60%
of the target market.
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Market sizing
Egypt is a developing country & age group between
20-40 becomes the largest age segment (Based on CIA fact
book) with large middle class.
With good distribution channels we can reach 60%
of the target market.
#3
Market Analysis
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• Primary market research
Interviews, mystery shopping and product test. These
tools help us in right product selection.
• Secondary market research
Trade shows and annual report for other competitors
• Assessing product opportunities
This research will confirm our choice and helps in
marketing process (test the market)
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• Primary market research
Interviews, mystery shopping and product test. These
tools help us in right product selection.
• Secondary market research
Trade shows and annual report for other competitors
• Assessing product opportunities
This research will confirm our choice and helps in
marketing process (test the market)
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• Primary market research
Interviews, mystery shopping and product test. These
tools help us in right product selection.
• Secondary market research
Trade shows and annual report for other competitors
• Assessing product opportunities
This research will confirm our choice and helps in
marketing process (test the market, Brand and product)
#4
Competitor Analysis
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Understanding your competition gives you an edge; it
helps clarify your own competitive advantages, gives
you an indication of their past, present and future
product strategies.
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Our direct competitors will be:
Dove
Nivea
Adidas
Gillette
AXE
Rexona
Vaseline
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Our direct competitors will be:
Dove
Nivea
Adidas
Gillette
AXE
Rexona
Vaseline 1. SWOT analysis for competitors
2. Understanding competitor objectives
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Strength Weakness
Unconventional strategy
Effective advertising, Free publicity
Continuously evolving the campaign
Strong emotional touch
Cross-selling Possibilities
Contradictory in nature
Objectification of women
Women featured were comparatively
slim
Use of idealized images in other brands
under the same flagship
Contradictory Japanese campaign
Opportunity Threats
Target male customers
Maintain better standards of quality
Unified advertising throughout the globe
Continuous innovation
Involved marketing risk
Copy by the competitors
Undermining the aspiration of
consumers
1. SWOT analysis for competitors | Dove
*sources: Dove internal data
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2. Understanding competitor objectives
• NIVEA
• Nivea - gentle care
• Long line, separated by male and female.
• Well-recognized brand in creams
• DOVE
• ¼ moisturizing cream
• Small product line
• REXONA
• 24 pm
• Intensive Extensive product line
• Different audiences
• AXE Deodorant
• Line Teens only
• masculine fragrances with different names (fusion, touch, musk, adrenaline, etc.)
• Gillate
• Male care brand (ranked # 14 in Best Global Brands 2009)
#6
The Requirements Specification
Process
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Why requirements process
This process saves 80% development effort by pre-
preparation of all requirements. Minimize errors in
implementation process + harmonization between
project items
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Key e
lem
ents
of
a
requir
em
ents
pro
cess
The product
active ingredient and content should be selected carefully based on product objective and selected brand image..
The usage
how to use our product must be identified and tested
minimizing errors. Especially in new form or active component
Packaging
materials, color, size, specification and more. All this
items should be selected carefully to match brand
identity and image .
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Materials:
Plastic flexible polymer
PETE -1
Eco Friendly Package
Paper: 400gm
Color : depend on product
High Quality printing
two color printing
#8
Writing Accurate Requirements
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Instruction guide line
Brand identity Product
description Promotion
tools
Communication strategy
Using manual Storing and distribution
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Product prepared
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Let us Talk
Marketing
SITUATION ANALYSIS
Step 2
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Over-view
OVE is a body care lotion used any time for any where
as it works on skin nutrition and protection.
Totally safe as it contain natural ingredient and trustful
due to high quality.
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Skin care Natural protection OVE
Market Place
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Knowledge is power
We will face a great competition from primary and
secondary competitors.
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Source:
The fourth annual
BrandZ Top 100 Most
Valuable Global Brands
ranking 2009
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Primary:
• NIVEA
Nivea - gentle care
Long line, separated by male and female.
Well-recognized brand in creams
• DOVE
¼ moisturizing cream
Small product line
• Bio-Derma
The patient product of choice.
Market Place || Competitive Analysis
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Secondary :
• Creams
• Future diversification
• Rexona
• AXE
OVE + BCG matrix
51 Relative market share
Ma
rket G
row
th R
ate
low High
Hig
h
low
OVE + Product life cycle
We reach maturity and
competition will elevate
decline rate
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OVE + SWOT analysis
Local product (availability)
Economic
Specific
New brand name
Target A class customers
Maintain better standards of quality
Continuous innovation
Current competition
Involved marketing risk
Copy by the competitors
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MARKET STRATEGY
Step 3
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Planning
OVE USPs
Compliance
Nutrition
Availability
Multi-packing forms & sizes
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OVE + Ansoff’s Grids
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Market Penetration
Strategy
Product
Development
Strategy
Market
Development
Strategy
Diversification
Strategy
New Products
New
M
ark
ets
Curr
ent
Mark
et
Current Products
TOWS Matrix
Strength Weakness
Opportunity Market Penetration
Focusing
Competitive shift
Long turn activities
Branding
Threats Continues PR and social
campaigns
Maintain special
Planed innovation
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Positioning
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It is all about what consumer will remember
us with
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OVE is a nutritional body care lotion that
protect and maintain skin status
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Human also eat good meals to maintain
body health
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OVE .. The body meal
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COMMUNICATIONS MIX
Step 4
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actions
Objectives
Market Pentration Position OVE as healthy nutrition body
lotion
Brand name Graving Shifting from other competitors
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Communication MIX
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Above The line
PR and Road shows
Social and online
Promotions and offers
Creative
Idea
Generation
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We need simple but slightly sophisticated concept
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Key words
Vitamins, nutrition, beauty, clean skin, anti-oxidants,
safe, daily protection, minimize ageing …
ATL
TV
Radio
Out-Door
Press
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PR and Road Show
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PR and Road show
The most important step in OVE brand building is
EXPERIENCE
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Product
Experience
Word of mouth
Perception
Need
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PR
Direct PR campaigns
Road show
Indirect PR
Press release
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It is time for the Psychological war.
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It is time for the Psychological war.
Locations
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It is time for the Psychological war.
Locations Ushers Training
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It is time for the Psychological war.
Concept and methodology in the IMC plan
Locations Ushers Training
Social Media and online
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. Options to enter social
media from the front
door
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Funny creative video on
youtube, share on social
networks.
Wait for the tipping point
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Very useful social
group, implant our
brand + word of mouth
Count the subscribers while
updating
Offers
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In launching phase we aim to motivate customers
to try it Or recommend it
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In launching phase we aim to motivate customers
to try it Or recommend it
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In launching phase we aim to motivate customers
to try it Or recommend it
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In launching phase we aim to motivate customers
to try it Or recommend it
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Concept and methodology in the IMC plan
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