10 step-marketing-plan-dove-mitra-eftekhar

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10 STEP Marketing Plan for Dove

Mitra EftekharFebruary 2011

www.mitraeftekhar.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


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


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


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)


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


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


3a. Direct and indirect products that address my PTM’s NWD Direct: Olay, Nivea, Palmolive,


Indirect: Body wash, Body scrub, Shampoo, Water

Variables: Brand, Price, Availability, Whitening, expected change when constantly used, product specifications, smell,


3b. Create 2 Positioning Maps


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


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




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


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


http://www.bles.dole.gov.ph/2009%20Publications/2009%20YLS/statistical%20tables/Chapter%2001/TAB1-3.PDF

http://www.bles.dole.gov.ph/2009%20Publications/2009%20YLS/statistical%20tables/Chapter%2001/TAB1-3.PDF

5. Market size of $2.50 Billion

Average of:Competitor data= $2.36 Billion

Company data = $2 Billion

Customer Usage data = $3.12 Billion


6a. Photo of product category


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


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


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


7. Competitor Price Comparison


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

7. Competitor Price Comparison in percent


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%

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


8a. Which of these modes does your product use?


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.


8b. Competitor promo


9. Place

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

convenience outlets, drugstores Nationwide


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


1. PTM: Women 20-35 Y O, Class A & B2. They want soft, beautiful skin3. Choices: Olay, Nivea, Palmolive,


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


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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10 STEP Marketing Plan for Dove

Mitra EftekharFebruary 2011


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