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10 step marketing plan for print advertisementa marketing class exercise
Citation preview
10 Step Marketing PlanDove Men+Care Deodorant
Alfonso Gabriel A. Vega
MDMBA 070016
5 Steps for Part 1: PTM and Positioning
Men who care about their skin
Desiring more from their product
Alternative options in the market (Gillette, Rexona, etc.)
Gap: alternative products do not address the need for skin care in men
Market size: young professionals who do not have the traditional view of being macho
Part 2: Marketing Mix and Strategy
Differeniates from competition by emphasizing Dove’s line of expertise, which is skin care
Offered in aerosolized packaging instead of stick and roll-on
Use of mass media through print and television to make the product known
Offered in all major department stores through Unilever’s product line
Uses a niche approach to win
The Ad
Positioning to the PTM: 1-5
PTM: Men who care about skin
Demographics: age>16 males who are single, married, separated with social classes A-C
Lifestyle: modern, on the go and up-to-date, working
Culture: men who do not have the traditional image of being macho
Behavior: seeking a product that suits their skin care needs
PTM’s Needs, Wants, Expectations
Desiring more from their product Needs their product to keep them dry all the time Wants the product to be gentle on the skin as well as
being effective Expects the product to both deliver in keeping underarms
dry and skin care
Competitors
Direct: Rexona, Gillette, Old Spice, Nivea
Indirect: underarm whiteners, Tawas
Variables: price, availability, packaging, brand, form, benefits
Competitve Position Map
Price/Quality Matrix
Satisfactory Product
Good Product
Excellent Product
High Price
Low Price
Dove
Tawas
Gillette
Nivea
Rexona
Gap
Products in the market do not address the need for skin care in men
There is a growing market in men that pay more attention to their skin care needs as compared to before
Need for a product that promises protection from sweat and body odor but is gentle to the skin in the process
Market Size
Company data- not available
Competitor’s data- not available
Customer’s date- not available
Part 2: Marketing Mix (4Ps)
Product
The Clean Comfort Deodorant Spray, with its subtle, crisp scent, contains a unique formula that combines powerful anti-perspirant ingredients and advanced 1/4 moisturiser technology. The high levels of moisturising ingredients make a real difference to men’s skin and help reduce irritation. Total protection – without compromise.
Promo
Print ad found in Men’s Health January 2011 issue
TV ad in the process of final editing, yet to be released
Uses the brand of Dove, known to be effective in caring for the skin because it is part moisturizer
Price
219 Php
Place
Distributed in all major supermarkets and departments stores nationwide
Generic winning strategy
Unilever’s main strategy is to sell to the growing market of men who care for their skin and who demand underarm sweat protection
The company is banking on the brand name of Dove, that has a history of providing skin care to be able to capture the primary target market
Dove Men care: Men, it’s time to come clean
Men care more for their skin now as compared to before
Various options are available in the market but do not promise the same level of skin care that Dove does
Gap that the product seeks to address is that there is a growing population of men who seek products that are gentle to the skin as well as provide the same level of underarm protection that traditional deodorants provide
Summary
5 Steps for Part 1: PTM and Positioning
Men who care about their skin
Desiring more from their product
Alternative options in the market (Gillette, Rexona, etc.)
Gap: alternative products do not address the need for skin care in men
Market size: young professionals who do not have the traditional view of being macho
Part 2: Marketing Mix and Strategy
Differeniates from competition by emphasizing Dove’s line of expertise, which is skin care
Offered in aerosolized packaging instead of stick and roll-on
Use of mass media through print and television to make the product known
Offered in all major department stores and supermarkets through Unilever’s product line
Uses a niche approach to win
10 Step Marketing PlanDove Men+Care Deodorant
Alfonso Gabriel A. Vega
MDMBA 070016