OVE Product Management Plan

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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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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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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Lotions




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Lotions




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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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marketing process (test the market)

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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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Locations

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Locations Ushers Training

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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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Concept and methodology in the IMC plan

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Business

OVE Product Management Plan