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10 STEP Marketing Plan for (Whisper)

Heeyeon KIMFeb/17/2011

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. Identify your target (PTM)2. What do they need, want,

demand (NWD)3. What are they choices

(competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)

Steps 1 to 5

Summary headline of your PTM and market

6. Product7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix

Steps 6 to 10

Summary headline of the marketing mix & strategy

1. Describe the primary target market (PTM)*

Demographics: Age range 15~50, Female, Regardless of social class & marital status

Lifestyle: They could be ordinary women who are workers or housewives.

Behavior: They consume the sanitary pads when they are on menstruation. They concern about leaking blood at the period of menstruation. As usual the price of sanitary pads is 40 pesos per pack.

2. My PTM’s NWD

Needs from Maslow’s hierarchyWants determine choiceDemands for them to buy the

productNote: There may be multiple answers for needs, wants demands. Of these answers, underline and use bold font for the best answers. See examples that follow

Describe your PTM needs

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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

They want to feel free from the leak of blood

Without sanitary pads unable to go out

when they are on menstraution

2. PTM’s needs, wants & demands

Needs: They need to buy the safe & hygienic sanitary pads. When they are working or going somewhere, they need to wear it.

Wants: They want that sanitary pads are high absorption, skin-friendly, wear sensation and soft.

Demands: They demand the low price with nice quality.

3a. Direct and indirect products that address my PTM’s NWD

List of Competitors products/ brands: Kotex, Modess, Charmee, Love Moon Anion

Determine the variables that affect choice of product, brand: High absorption, skin-friendly, wear sensation and price

3b. Create 2 Positioning Maps

1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice

This 1st Map should allow differentiation/ non-clustering of the direct competitors

Example: Price vs. AgeSize of bubbles= represent relative market

shares of the brands2nd Map: Functional Benefit vs. Brands/ Variants

Example of a 2x2 competitive position map for toothpaste

Price/ Effects

Easy to go

around (with

wings)

13-24 yrs 25-49 yrs 50yrs up

High price

Low Price

Closeup

Colgatekids

ColgateTotal + whiten

Sensodyne

HapeeUnique

HapeeComplete

+ whitening

Price vs. Age Matrix as of 2011

HapeeFresh

CloseUp

whiten

ColgateSensitive

ColgateFresh

Unique

Example of a benefit positioning vs. brand map for toothpaste

Benefit Positioning vs. Brand Matrix

as of 2011

Functional BenefitColgate

KidsColgate

Fresh

Colgate Total+

WhiteningColgate Sensitive

Close Up Gel

Close Up White

Hapee Kids

Hapee Fresh

Hapee Total + Whiten Unique Sensodyne

Prevents Tooth DecayWhitens TeethFreshens BreathMouthwash in 1Fresh ConfidenceConfidence Up Close to KissProtect 24 hoursFun for kidsSaves moneyReduces teeth sensitivity

Harder to stand out amidst the competitive clutter.

4. Identify the gap between customers and competition

Where is the marketing opportunity?

What NWDs are not being addressed?

What can be the unique selling proposition for the new product (totally new or repositioned.)

5a. Estimate the market size using competitor data

1. Top 7000 Corporation Data or news Total Sales from 1 product companies % of sales from multi-product

2. vs. known Industry size comparisons3. vs. 1-1 suppliers4. Visual observation- warehouse5. Pirating personnel or garbage6. Illegal interview7. “Share of Shelf”

5b. Estimate the market size using company data

1. Claimed market share2. Guesstimate on market share

Fair share of market Distribution extent

3. Historical sales

5c. Estimate the market size using customer data

1. Usage per day or per year Per person Per household

5. Decide on market size in pesos, not in number of people1. Competitor data=

2. Company data =

3. Customer Usage data = 1,503.3 million based on 2010. by Historical method

Reference: DATAMONITOR

6a. Photo of product category

Show a product shotYour product and your competitorswith, without box as they look in the

supermarketAll pack sizesAll variantsAll major brands

6a. Show how product looks vs. competition

Product shot 1 of direct competitors

Product shot 2 of indirect competitors

How product looks in supermarket shelves

or point of sales

6b. Product Description

Describe the physical features, specifications, attributes of the product.

Info may be in product packaging, label, brochures or website.

7. Price

Get prices of your product Creatively compare vs.

competitors across different pack sizes and variants

Quantify the price difference in % terms vs. competitors

Conclude on what pricing strategy is being used

8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use

8a. Your products Promotions

Describe what you propose to do/ product is currently doing vs. the 8 modes of communications.

Show executions of this (from websites, print ads, actual commercials)

8a. Samples of Promo

Samples

This can be in multiple slides

8b. Competitor promo

Show also how your key competitors communicate

Their commercialsTheir websites

And why your communication stands out

8b. Competitor promo

Samples

Can be multiple slides

9. Place

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

convenience stores and drugstores We could buy Sanitary pads

regardless of country. So, it’s Nationwide

Method of delivery (some products can be delivered to your home, ordered via internet, phone orders, etc.)

10. What is the generic winning strategy?

Which of the 4 strategies are being used? (bold and underline to most dominant strategy) Low Cost Producer Supply and Distribution Leverage Differentiation Niche

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SUMMARY

1. Identify your target (PTM)2. What do they need, want,

demand (NWD)3. What are they choices

(competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)

Steps 1 to 5

Summary headline of your PTM and market

6. Product7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix

Steps 6 to 10

Summary headline of the marketing mix & strategy

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YOUR ASSIGNMENT AS A MARKETING STUDENT

Your Assignment

Use this template to make your marketing plan for a product or company that will also be the topic of your STRAMA

Follow power presentation principles

Grading

Customers (PTM, NWD)- 20% Competition (Positioning Map,

Market Size) 30% Company (4Ps, Strategy)- 40%

Power Principles Formatting- 10%