10stepmarketingplan sarmiento final

10 STEP Marketing Plan for Palmolive Shampoo

Jay SarmientoFebruary 2011

1http://jayalvinsarmiento.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

http://jayalvinsarmiento.blogspot.com

1. Women of the class A and B, who are from the ages 20-35.

They need hygiene product for hair, they want shampoo that would cater to their hair’s needs, they demand quality hair products.

1. Competitor Proctor and Gamble (Pantene, Head and Shoulders, Rejoice)

2. Brand popularity3. 20 million estimated market size estimate. Palmolive

is the second largest producer of shampoo in the Philippines. 1st is Procter and Gamble.

Steps 1 to 5

Summary headline of your PTM and market


1) Caters to Class A and B women2) Women who wants sophistication and

class3) Has several competitors present in the

industry4) The gap competition is based on hair

maintenance5) The market size is with in the class A

and B

Hair Product for the Modern Women


6. Product7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix

Steps 6 to 10

Summary headline of the marketing mix & strategy


Products range from shampoos to conditioners

It is considered as more expensive shampoo brand

Uses TV, events and experiences Is distributed international

Quality hair products


They are targeting women that are in the class A and B , who are from the ages 20-35.

Women who has an active lifestyle and conscious of their hair quality

Provides strong and vibrant hair

Class A and B families who want to make their togetherness special


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


Describe your PTM needs

9Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

I want to be attractive/loved

I am happy when I am recognized for my beautiful hair


2. Woman want to have attractive hair

Needs: They need hygiene product that would allow them to maintain their hair despite their active lifestyle.

Wants: They choose Palmolive due to the packaging and price. Credibility and awareness is also a factor in which, the brand promotes silky and straight hair.

Demands: A more attractive hair by attaining silky and straight hair, this in turn instill in the consumer confidence in their physical beauty.

** for needs, wants & demands, underline the top 1or 2 variables that are most important to the PTM


3a. Direct and indirect products that address my PTM’s NWD

Direct: P&G (Pantene, Head and Shoulder, Rejoice), Uniliver (Clear, Cream Silk, Sunsilk, Vaseline)

Indirect: Gel, water Variables: Age, Pricie, Packaging,

brand promises silky and straight hair.


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


Example of a 2x2 competitive position map for toothpaste

Price/ Age Matrix

0-13 yrs 13-24 yrs 25-49 yrs 50yrs up

High price

Low Price

Price vs. Age Matrix as of 2011


PalmoliveNatural

Shampoo

Palmolive Armoa

therapy

PalmoliveAnti-Dandruff

Rejoice

PanteneL’Oreal

Head andShoulders

vaseline

Sunsilk

Palmolive Tweens

Example of a benefit positioning vs. brand map for toothpaste

Benefit Positioning vs. Brand Matrix

as of 2011

Harder to stand out amidst the competitive clutter.


4. Identify the gap between customers and competition

Palmolive is the only shampoo diversified their brand based on

nature-based scents. directly catered to younger

costumers with their new line the Fashion Girl Shampoo.


4. Identify the gap between customers and competition

Palmolive should further diversify their brand towards family shampoos.

To directly compete with Vaseline and Head & Shoulders in the family-oriented hair product line


4. “Positioning”: Brand identity from the maker

Silky smooth and straight hair

Palmolive Naturals, Shine with Life


5a. Estimate the market size using competitor data

1. P24 billion local shampoo market1. Proctor and Gamble: 50%2. Uniliver: 15 %3. Colgate and Palmolive: 10%

2. Unilever's shampoo had overtaken Head & Shoulders to grab 15.6% of the market.

3. The market for Haircare in the Philippines increased between 2000-2005, growing at an average annual rate of 8.7%.


5a. Estimate the market size using competitor data

http://www.researchandmarkets.com/reports/357046/haircare_in_the_philippines_to_2010

http://www.businessweek.com/globalbiz/content/feb2008/gb20080215_454648.htm


5b. Estimate the market size using company data

1. Palmolive Philippines sales data: Annual sales close to P24 billion

2. Palmolive Claims 10 % market share

3. P24 B x 0.1 = P 2.4 Billion


5c. Estimate the market size using customer data

1. Shampoo Consumption1. 30 million Filippinos buy 10ml

Palmolive shampoo for 2 days a once using 0.5 ml with cost of P2

2. 20 m x 0.25ml x P0.25 x 365 = P7 Billion


5. Decide on market size in pesos, not in number of people1. Competitor data=P6.5 Billion

2. Company data = P8.5 Billion

3. Customer Usage data = P 7 Billion

Use instinct and best business judgment to finalize market size


6a. Photo of product category


6a. Show how product looks vs. competition


6b. Product Description

Palmolive offer different shampoos-Palmolive Naturals Shampoo- Palmolive Aroma Therapy Shampoo- Gard Anti-Dandruff Shampoo- Palmolive Naturals Fashion girl

There are 7 sizes, 10ml and 12ml, 100, 180, 200, 400 and 750 ml



Aroma Therapy line – relaxing with essentials oils to calm frizzy hair, leaving it smooth and straight.

Gard Shampoo- Anti-Dandruff, Shampoo and conditioner product.


100% Natural Rose Bloom extracts & Vitamin C smoothens and relaxes each hair strand for the fabulous hair that every Fashion Girl dreams about.

Utilizes the distinct herbal and natural scents of nature. For smooth, silky and straight hair

7. Price

Palmolive = 85 Pantene= 104 Head and Shoulders= 92 Rejoice = 76

Pricing is consistent with their desired target market, it does not go too cheap nor too expensive. It aims to stay in the median.


8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use


1

2

3

4

5 6

7

8

8a. Your products Promotions

Palmolive has several commercials, promos and events. They have also utilized the ever expanding reach of the internet to further their marketing.


8a. Samples of Promo


8b. Competitor promo

Other shampoos offer the same features such as:- Hair smoothing and silky look- Conditioner and Shampoo combo

Palmolive’s product promo stands out due to the utilization of celebrities that is directly marketed toward the specific market


8b. Competitor promo


9. Place

Where is your product available? Supermarkets, sari-sari stores,

convenience outlets, drugstores, market stalls

Nationwide Pick-up by customers Cash and credit transaction


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


36

SUMMARY


1. They are targeting women that are in the class A and B , who are from the ages 20-35.

2. NWD: a product that maintains and helps their hair smooth, silky and long

3. P&G (Pantene, Head and Shoulder, Rejoice), Uniliver (Clear, Cream Silk, Sunsilk, Vaseline)

Steps 1 to 5

Summary: Palmolive Shampoo


4. No other product provides shampoos based on natures plants.5. The market size is P 24 billion. Palmolive Shampoo niche is P 2.4 Billion

Steps 1 to 5Summary: Palmolive Shampoo

6. Palmolive Shampoo7. Price is competitive, median 8. TV, Print and web. Uses

events and promos. 9. Distributed nationwide10. Uses niche approach to win

Steps 6 to 10

Summary headline of the marketing mix & strategy


40

YOUR ASSIGNMENT AS A MARKETING STUDENT


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


Grading

Customers (PTM, NWD)- 20% Competition (Positioning Map,

Market Size) 30% Company (4Ps, Strategy)- 40%

Power Principles Formatting- 10%


10stepmarketingplan sarmiento final

Business

beautiful hair http

market http

ptm http

hair quality

life http

disclaimer http

b hair product

hair maintenance