10 step-marketing-plan-dove-mitra-eftekhar
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10 STEP Marketing Plan for Dove
Mitra EftekharFebruary 2011
www.mitraeftekhar.blogspot.com
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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. PTM: Women 20-35 Y O, Class A & B2. They want soft, beautiful skin3. 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
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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
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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/wo Job)
Behavior (3 - 7 x per week, keeping their skin moisturized while cleansing)
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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
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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
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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,
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3b. Create 2 Positioning Maps
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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
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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 billion
http://www.cosmeticsbusiness.com/technical/article_page/South_East_Asia__strength_in_diversity/57169
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5b. Estimate the market size using company data
Claimed market share: 45%Historical sales: $0.9 Billion in 2010Total market size $0.9 Bn/0.45 = $2 Billion
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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 week80’000’000*3* 0.25*52= $3.12 billionhttp://www.bles.dole.gov.ph/2009%20Publications/2009%20YLS/statistical%20tables/Chapter%2001/TAB1-3.PDF
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5. Market size of $2.50 Billion
Average of:Competitor data= $2.36 Billion
Company data = $2 Billion
Customer Usage data = $3.12 Billion
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6a. Photo of product category
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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 technology75, 100, 135 gr soap barPh between 6.5 to 7.5
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6b. Dove Soap range
Dove Go Fresh Energizing Beauty BarDove Go Fresh Moisturizing Beauty BarDove Fresh Moisture BarDove Gentle Exfoliating Cream BarDove Cream Beauty Bar BlueDove Cream Bar PinkDove Cream Bar Extra Sensitive
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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 Beauty Bar Blue 135g: P50.00 Dove Cream Bar Pink 100g: P40.00 Dove Cream Bar Pink 135g: P50.00 Dove Cream Bar Extra Sensitive 100g: P40.00 Dove Cream Beauty Bar Blue 75g: P30.00
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7. Competitor Price Comparison
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Gr. Dove
Safeguard Palmolive Olay Maxi-Peel Belo Silka
Johnson's Vaseline Nivea
Beauty Bar
Professiona
l
Different Smell
Moisturizing/ Aloevera
White +
Protection
• Ultra Moistu
re• Fresh Revivi
ng• Anti
age
Exfoliating +
Moistur
e
Exfoliating
Smooth
Whitening
Nourishing Whitening
Whitening
Intensive
Whitening
• Clean Moisture• Active protect
• Active Nourish•Healthy
White
•Honey & Oil
•Pearl &
Beauty
60 13.75
29.7520.7
519.7
5
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
5657.3
033 29.95
135
5039.9
0
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7. Competitor Price Comparison in percent
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Gr. Dove
Safeguard Palmolive Olay Maxi-Peel Belo Silka
Johnson's
Vaseline Nivea
Beauty Bar
Professiona
l
Different Smell
Moisturizing/ Aloevera
White +
Protection
•Ultra Moisture•Fresh Revivi
ng• Anti age
Exfoliating + Moisture
Exfoliating
Smooth
Whitenin
g
Nourishing
Whitening
Whitening
Intensiv
e Whitenin
g
• Clean Moisture• Active protect
• Active Nourish• Healthy White
•Honey & Oil
•Pearl &
Beauty
100
100%
63.7%
60.4%
124%117.3
%86.4
%82.2
%
88.3%
114.8%
59.7%
65.4%
114.4%
135
100%
99.9%
65.8%
87.4%
99%123.6
%
114.4%
123.7%
121%
79.8%
121.5%
71.2%
64.7%
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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
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8a. Which of these modes does your product use?
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1
2
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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.
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8b. Competitor promo
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9. Place
Where is your product available? Supermarkets, sari-sari stores,
convenience outlets, drugstores Nationwide
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10. What is the generic winning strategy?
Which of the 4 strategies are being used?
Niche Differentiation
(¼ moisturizing and no soap residue)
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SUMMARY
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1. PTM: Women 20-35 Y O, Class A & B2. They want soft, beautiful skin3. 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
www.mitraeftekhar.blogspot.com
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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
www.mitraeftekhar.blogspot.com
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10 STEP Marketing Plan for Dove
Mitra EftekharFebruary 2011
www.mitraeftekhar.blogspot.com