university work: marketing principles presentation
TRANSCRIPT
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Presentation by Melinda Smith, Elia Leung and Zerah Gallardo.
Vitalident Green Tea Toothpaste
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The Product
What is Green Tea?
A tasty refreshing drink
An ancient oriental drink
Pop-culture
Youth
Traditional perspective
Modern perspective
Antioxidants
Health and longevity
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The Company
“Respecting the World Around Us”
www.colgate.com.au
• multibrand-
Palmolive
• market leader
• broad range of
products
• trusted
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Segmentation
Geographically
• all Australian
states
• metropolitan and
suburban
Demographically
• 18-35 year olds
• students/office workers Psychographically
• health-conscious
• environmentally
aware
• active/ambitious
Behaviourally
• used daily
• ready to buy
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Segmentation
Market segmented in this way because of:
• Existing perceptions of green tea
• Aligns with values/attitudes
Images associated with product:
• Young
• Healthy
• Innovative
• High-tech
Core group = health-conscious, positive-minded, aware of the environment around them and technologically savvy.
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Consumer Survey
18-35 year olds
• predict possible response to product
• understand values, attitudes and beliefs
• gain an understanding of how to satisfy the consumer
Why Survey?
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Survey Results
0
20
40
60
Poor Good Excellent
Quality Perception
• 77% trust and use Colgate
potential influence
• 55% rated their current toothpaste
as “good”
potential change
Toothpaste Brand
Colgate
MacleansSensodyne
1. 2.
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Survey Results
When asked „what is the most important consideration when you buy toothpaste?‟
• 50% were concerned with its effectiveness and what it did
• 27% mentioned taste
less minty
3.
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Survey Results
• 41% take health supplements
active interest in health
reflects attitude- want more, add quality
• 50% of the sample had no specific idea of any health
benefits of green tea
• 18% mentioned antioxidants
• 18% mentioned it makes you healthy
need and opportunity to educate
4.
5.
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Target Group
•18-35 year old ambitious, environmentally and health
conscious males and females
Segmentation + Survey Results Target Group
• Values and attitudes of this group align with
those associated with green tea and the
product
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Positioning
Full Health Cleanser
Health-boosting qualities of green tea extracts to rejuvenate the whole body and Kick-start your day!
Health, Energy, Kick-Start, Boost, Vitality!
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Positioning
A perfect balance
Nature Technology
• Natural ingredients
• Cleanses the system • Remineralisation
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Cultural Trends
1. Demographic
2. Technology
3. Nature
Environmental Awareness:
• allows us to evaluate current
market
• provides greater understanding
of target group
• helps us predict future trends
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Cultural Trends
Demographics
Target Group = Generation Y
• technologically fluent
• more educated
• greater awareness of the environment
Advancing Technology
Sustainability
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Cultural Trends
Technology
• rapid pace
• constantly evolving
• rendering old technologies useless
Toothpaste Remineralisation
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Cultural Trends
Nature
• greater focus on the environment
• stronger focus on corporate social
responsibility
• more focus on sustainable measures
: “Respecting the World Around Us”
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Competitors
Aim
Sensodyne
Rexona
Macleans
Protection- plaque and decay
Positioning
Protection- sensitive teeth
Cosmetic- white teeth
Cosmetic- fresh breath
Our task = to differentiate product from its competitors
One thing that is missing = Nature
Opportunity due to cultural context
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Competitors
Vitalident
The product is designed to stand out in both the existing toothpaste market and amongst emerging trends.
Current toothpaste
market
Future toothpaste
market
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Launch Strategy
Product Price
Distribution Promotion
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The Product
Green Tea Extracts (GTE)- Contain antioxidants
• have been proven to treat body aches,
digestion and many other health conditions
• Recent research has also found it can be effective
in fighting mouth bacteria and increasing the body‟s
natural protective systems
Key ingredient of Vitalident
• can be swallowed as it is actually
good for you
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The Product
Actual product
Product Map Augmented product
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Price
• Premium product = premium price
• Market skimming approach
• Other toothpastes = $2.50 to $5
Vitalident = $5.20
Aim = to build images of quality and prestige; not to be viewed as a lowly priced discount product
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Distribution
Position it simultaneously within:
• the existing toothpaste market
• the alternative natural health section
Location = across Australia, within Coles and Woolworths stores (in two sections), as well as independent health stores
Involves intensive distribution
• although not within discount stores, such as
Aldi
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Promotion
Integrated Marketing Communications (IMC) methods are designed to fit in with lifestyles of target group, these include:
1. Sampling- “chewy bites”- similar properties and taste
• taste = important concern in surveys
• opportunity to test public opinion and
response- to be documented by
salesperson
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Promotion
2. Competitions
• product and merchandise give-aways
• creates brand exposure
• builds up database for communication
• creates interest and importance as innovative
trend
• appeals to Generation Y
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Promotion
3. Online website
• interactive videos and games
•„play-to-win‟ function
• engages and appeals to target group
4. In-Store
• glorifier- small stage that places it above other
products
• „necker‟- coupon attached to the neck
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Conclusion
Health, Energy and Vitality.
A Full Health Cleanser to Kick-Start Your Day, Everyday.
IMC Goal = to reach the target audience with our message in a way that they will respond