Download - 10 step marketing plan for Vaseline Shampoo
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10 STEP
Marketing Plan for
Vaseline Shampoo
Rhea G. Jardin
July 2012
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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. Vaseline PTM are budget conscious mothers
2. Who want to have a product that suits the needs of every family member
3. Can choose Rejoice and Sunsilk
4. Gap is all other brands are more known for offering wide variety of shampoo mostly for active females
5. The market size is P20 Billion. Vaseline niche is P3.5 Billion (or 17%)
Steps 1 to 5
The family that shower
together…….
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6. Vaseline is a shampoo that restores proteins to hair leaving it healthy and glowing
7. 23% cheaper than Rejoice and 27% cheaper than Sunsilk*
8. Uses TV, events and experiences
9. Distributed nationwide
10. Uses niche approach to win
*based on bottle packaging of 180ml and 275ml
Steps 6 to 10
Mothers pay for health
benefits
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1. Vaseline primary target market
(PTM) are budget conscious
mothers
28-37 years old, social class AB and C, married with kids
Working moms or plain housewives in charge of the family’s monthly budgeting
Taking a bath at least twice a day and demand soft, manageable and healthy hair that would satisfy the needs of every family member at a budget friendly price
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PTM needs to be reliable and
dependable by their families…
6
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
I’m happy when I satisfy the needs of my family
I want to be dependable
I want my family to be protected
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2. Mothers have specific wants
and demands for their families
Mothers need to have the fulfillment that they were able to satisfy the needs of their families, and achieve self-actualization
Mothers prefer, choose Vaseline Shampoo over other shampoo products because of value for money, packaging, fragrant smell, brand promise of Healthy Glowing hair
Mothers demand smooth and glowing hair, fragrant smell that lasts the whole day, mild ingredients that are suitable even for kids
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3a. Vaseline Shampoo has
many tight competitors
Direct: Rejoice, Sunsilk, Head & Shoulders, Palmolive, Pantene, Loreal, Dove
Indirect: Hot Oil Treatment, Gugo essence, hair moisturizer
Variables: Age, Price, packaging, different categories, availability, mild and gentle to use
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Vaseline Shampoo is #1 in niche:
premium product for mothers
Price/ Age Matrix
0-13 yrs 13-24 yrs 25-49 yrs 50yrs up
High price
Low Price Rejoice
Fizz
Vaseline w/Amino Collagen
Plus
Vaseline w/Germ-Fighting
Formula
SunsilkPantene
Price vs. Age Matrix
as of 2011
Loreal
Vaseline w/Active Aloe-
WheatProteins
VaselinePalmolive
Sunsilk
Loreal
Dove
RejoiceAnti-Dandruff/
Silk
Pantene
Dove
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Vaseline’s niche is healthy
glowing hair
Benefit Positioning vs. Brand Matrix
as of 2011
Rejoice Rejoice Rejoice Vaseline Vaseline Vaseline Sunsilk Sunsilk Sunsilk Sunsilk Sunsilk Sunsilk
Functional Benefit FizzAnti-
dandruff SilkAmino
CollagenGerm-
fightingAloe-
Wheat Keratin Fruitamin
Amino-Collagen
Olive Serum
CeramideMacadamia Soya
Smooth & Manageable
Healthy glowing
Hair fall solution
Anti-dandruff
Dry & damaged hair
Strong & long
Straight & frizzy
Soft & smooth
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4. Vaseline Shampoo positions
strongly in a niche market opportunity
Vaseline is the shampoo
that offers Amino Collagen Plus, a natural protein ingredient that helps keep hair soft, shiny and fragrant
for budget conscious mothers
Rejoice shampoo tried to copy the position of Vaseline by introducing the Quatro Pack similar to Vaseline’s four chamber sachet
Vaseline shampoo has positioned itself in the market segment with its innovation of offering a product suitable for the entire family
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4. “Positioning”: brand identity from
the maker
Uno, Dos, Tres, Quatro……
It is the only shampoo that gives glowing, healthy hair, and has always been known to promote togetherness and intimacy within the family through its brand values and principles…
Source: http://www.unilever.com.ph/brands/personalcarebrands/vaselineshampoo.aspx
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4. “Positioning”: brand identity from
the maker
It was also the first brand to introduce the innovative double-chamber shampoo sachet that offered an easy, hassle-free bathing experience enough for the entire family
Hair loses proteins and need to be replenished to keep it healthy.
Healthy hair is the first step to hair that always looks and smells good.
Source: http://www.unilever.com.ph/brands/personalcarebrands/vaselineshampoo.aspx
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5a. Based on competitor data, the
market industry is P20 billion
Market size for shampoo: 20 billion Sunsilk: 30%
Vaseline: 17%
Rejoice: 15%
http://business.inquirer.net/28313/%E2%80%98should-we-drop-advertising-from-our-budget-and-put-it-all-on-promo%E2%80%99
http://www.philstar.com/Article.aspx?articleId=38087
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5b. Based on Unilever data, where
Vaseline share is 17%, total market
size is 20 billion
1. Unilever Philippines annual sales data: P24 billion; Vaseline sales may be P3.5 billion
2. Vaseline shampoo claims market share of 17%
3. Then total shampoo market size is
P3.5 billion / 0.17 = P20 billion
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5c. Consumer data indicates
a size of P21.9 billion
Shampoo consumption:
50 out of approximately 88 million Filipinos bathe daily using 4.5ml of shampoo which costs around P1.20 per bathing
50M x 1 x P1.20 x 365 = P21.9 billion
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5. Concluded that shampoo
market is 20 billion
1. Competitor data= P20B
2. Company data = P20B
3. Customer Usage data = P21.9B
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6a. Vaseline has superior
displays on shelf like Rejoice
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6b. What makes Vaseline
different as a product?
Vaseline shampoo restores protein to hair so it remains soft, shiny and fragrant – the key indicators of healthy hair
Vaseline shampoo is the only shampoo that has Milk Proteins and Germ-Fighting formula that kills germs in the hair and scalp that causes dandruff
Source: http://www.unilever.com.ph/brands/personalcarebrands/vaselineshampoo.aspx
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6b. Vaseline shampoo
offers 4 variants
1. Vaseline Healthy Glow Shampoo with Active Aloe-Wheat Proteins
2. Vaseline Healthy Glow Shampoo with Amino Collagen Plus
3. Vaseline Healthy Glow Shampoo with Germ-Fighting Formula
4. Vaseline Healthy Glow Shampoo with Phot-Lipid Plus
Source: http://www.unilever.com.ph/brands/personalcarebrands/vaselineshampoo.aspx
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7. Brands have small price difference
on retail packaging but Vaseline is
cheaper in bottle packaging
Unit price per ml Unit price per LITER
Price Sachet* Bottle Pouch/Refill Sachet* Bottle Pouch/Refill Daily **
Packaging per pack 18 ml 275ml 275 ml 18 ml 275ml 275 ml Consumption
Vaseline 6 sachet pack 28.75 0.27 - - 266.20 - - 1.20
Vaseline 275ml bottle 99.75 - 0.36 - - 362.73 - 1.63
Vaseline 275ml refill 82.75 - - 0.30 - - 300.91 1.35 *one sachet is composed of 4 chambers
**equivalent to one chamber of 4.5ml shampoo
Unit price per ml Unit price per LITER
Price Sachet* Bottle Sachet* Bottle Daily **
Packaging per pack 16 ml 180ml 16 ml 180ml Consumption
Rejoice 6 sachet pack 27.75 0.29 - 289.06 - 1.16
Rejoice 180ml bottle 84.75 - 0.47 - 470.83 1.88 *one sachet is composed of 4 chambers
**equivalent to one chamber of 4ml shampoo
Unit price per ml Unit price per LITER
Price Sachet* Bottle Sachet* Bottle Daily **
Packaging per pack 13.5 ml 180ml 13.5 ml 180ml Consumption
Sunsilk 6 sachet pack 24.75 0.31 - 305.56 - 2.06
Sunsilk 180ml bottle 89.75 - 0.50 - 498.61 3.37 *one sachet is composed of 2 chambers
**equivalent to one chamber of 6.5ml shampoo
Actual retail price at Save More (July 3, 2012)
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8a. Vaseline uses TV ads,
promotional items & songs
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8a. Vaseline has enjoyable
and funny commercials
http://www.youtube.com/watch?v=DXwyisO-p1s&feature=em-share_video_user
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8a. Vaseline has commercials
that promote family relationships
http://www.youtube.com/watch?v=IDfpV7RzcYY&feature=em-share_video_user
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8b. Sunsilk remains at #1
with 30% market share
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8b. Tight competition with
Rejoice Shampoo
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9. Vaseline Shampoo is
distributed nationwide
Supermarkets, sari-sari stores, convenience outlets, drugstores, market stalls
Nationwide
Pick up by customers or online shopping
Cash and credit transactions
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10. Vaseline is a niche leader
Vaseline’s main strategy is to dominate the niche market of the budget conscious mothers whose desire is to satisfy and meet the needs of her family
It has a very reasonable cheaper price as compared with top competitors but still offers the best value for money
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1. Vaseline PTM are budget conscious mothers
2. Who want to have a product that suits the needs of every family member
3. Can choose Rejoice and Sunsilk
4. Gap is all other brands are more known for offering wide variety of shampoo for mostly active females
5. The market size is P20 Billion. Vaseline niche is P3.5 Billion (or 17%)
Steps 1 to 5
The family that shower
together…….
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6. Vaseline is a shampoo that restores proteins to hair leaving it healthy and glowing
7. 23% cheaper than Rejoice and 27% cheaper than Sunsilk*
8. Uses TV, events and experiences
9. Distributed nationwide
10. Uses niche approach to win
*based on bottle packaging of 180ml and 275ml
Steps 6 to 10
Mothers pay for health
benefits
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10 STEP
Marketing Plan for
Vaseline Shampoo
Rhea G. Jardin
July 2012