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10 STEP Marketing Plan for Palmolive Shampoo Jay Sarmiento February 2011 http://jayalvinsarmiento.blogspot.com
[object Object],[object Object],[object Object],[object Object],Disclaimer http://jayalvinsarmiento.blogspot.com
[object Object],[object Object],[object Object],[object Object],[object Object],Steps 1 to 5 Summary headline of your PTM and market http://jayalvinsarmiento.blogspot.com
[object Object],[object Object],[object Object],[object Object],[object Object],Hair Product for the Modern Women http://jayalvinsarmiento.blogspot.com
[object Object],[object Object],[object Object],[object Object],[object Object],Steps 6 to 10 Summary headline of the marketing mix & strategy http://jayalvinsarmiento.blogspot.com
[object Object],[object Object],[object Object],[object Object],Quality hair products http://jayalvinsarmiento.blogspot.com
[object Object],[object Object],[object Object],Class A and B families who want to make their togetherness special http://jayalvinsarmiento.blogspot.com
2. My PTM’s NWD ,[object Object],[object Object],[object Object],Note: 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 http://jayalvinsarmiento.blogspot.com
Describe your PTM needs Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler I want to be attractive/loved I am happy when I am recognized for my beautiful hair http://jayalvinsarmiento.blogspot.com
2. Woman want to have attractive hair ,[object Object],[object Object],[object Object],[object Object],http://jayalvinsarmiento.blogspot.com
3a. Direct and indirect products that address my PTM’s NWD ,[object Object],[object Object],[object Object],http://jayalvinsarmiento.blogspot.com
3b. Create 2 Positioning Maps ,[object Object],[object Object],[object Object],[object Object],[object Object],http://jayalvinsarmiento.blogspot.com
Example of a 2x2 competitive position map for toothpaste Price vs. Age Matrix as of 2011 http://jayalvinsarmiento.blogspot.com Palmolive Natural Shampoo Palmolive Armoa therapy Palmolive Anti-Dandruff Rejoice Pantene L’Oreal Head and Shoulders vaseline Sunsilk Palmolive Tweens Price/ Age Matrix 0-13 yrs 13-24 yrs 25-49 yrs 50yrs up High price Low Price
Example of a benefit positioning vs. brand map for toothpaste Benefit Positioning vs. Brand Matrix as of 2011 Harder to stand out amidst the competitive clutter. http://jayalvinsarmiento.blogspot.com
4. Identify the gap between customers and competition ,[object Object],[object Object],[object Object],http://jayalvinsarmiento.blogspot.com
4. Identify the gap between customers and competition ,[object Object],[object Object],http://jayalvinsarmiento.blogspot.com
4. “Positioning”: Brand identity from the maker ,[object Object],[object Object],http://jayalvinsarmiento.blogspot.com
5a. Estimate the market size using competitor data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://jayalvinsarmiento.blogspot.com
5a. Estimate the market size using competitor data ,[object Object],[object Object],http://jayalvinsarmiento.blogspot.com
5b. Estimate the market size using company data ,[object Object],[object Object],[object Object],http://jayalvinsarmiento.blogspot.com
5c. Estimate the market size using customer data ,[object Object],[object Object],[object Object],http://jayalvinsarmiento.blogspot.com
5. Decide on market size in pesos, not in number of people ,[object Object],[object Object],[object Object],Use instinct and best business judgment to finalize market size http://jayalvinsarmiento.blogspot.com
6a. Photo of product category http://jayalvinsarmiento.blogspot.com
6a. Show how product looks vs. competition http://jayalvinsarmiento.blogspot.com
6b. Product Description ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://jayalvinsarmiento.blogspot.com
6b. Product Description Aroma Therapy line – relaxing with essentials oils to calm frizzy hair, leaving it smooth and straight. Gard Shampoo- Anti-Dandruff, Shampoo and conditioner product.
6b. Product Description 100% Natural Rose Bloom extracts & Vitamin C smoothens and relaxes each hair strand for the fabulous hair that every Fashion Girl dreams about. Utilizes the distinct herbal and natural scents of nature. For smooth, silky and straight hair
7. Price ,[object Object],[object Object],[object Object],[object Object],[object Object],http://jayalvinsarmiento.blogspot.com
8a. Which of these modes does your product use? ** Pls. rank most used, 1-highest use http://jayalvinsarmiento.blogspot.com 1 2 3 4 5 6 7 8
8a. Your products Promotions ,[object Object],http://jayalvinsarmiento.blogspot.com
8a. Samples of Promo http://jayalvinsarmiento.blogspot.com
8b. Competitor promo ,[object Object],[object Object],[object Object],[object Object],http://jayalvinsarmiento.blogspot.com
8b. Competitor promo http://jayalvinsarmiento.blogspot.com
9. Place ,[object Object],[object Object],[object Object],[object Object],[object Object],http://jayalvinsarmiento.blogspot.com
10. What is the generic winning strategy? ,[object Object],[object Object],[object Object],[object Object],[object Object],http://jayalvinsarmiento.blogspot.com
SUMMARY http://jayalvinsarmiento.blogspot.com
[object Object],[object Object],[object Object],Steps 1 to 5 Summary: Palmolive Shampoo http://jayalvinsarmiento.blogspot.com
[object Object],[object Object],Steps 1 to 5 Summary: Palmolive Shampoo
[object Object],[object Object],[object Object],[object Object],[object Object],Steps 6 to 10 Summary headline of the marketing mix & strategy http://jayalvinsarmiento.blogspot.com
YOUR ASSIGNMENT AS A MARKETING STUDENT http://jayalvinsarmiento.blogspot.com
Your Assignment ,[object Object],[object Object],http://jayalvinsarmiento.blogspot.com
Grading ,[object Object],[object Object],[object Object],[object Object],http://jayalvinsarmiento.blogspot.com

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10stepmarketingplan sarmiento final

  • 1. 10 STEP Marketing Plan for Palmolive Shampoo Jay Sarmiento February 2011 http://jayalvinsarmiento.blogspot.com
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  • 9. Describe your PTM needs Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler I want to be attractive/loved I am happy when I am recognized for my beautiful hair http://jayalvinsarmiento.blogspot.com
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  • 13. Example of a 2x2 competitive position map for toothpaste Price vs. Age Matrix as of 2011 http://jayalvinsarmiento.blogspot.com Palmolive Natural Shampoo Palmolive Armoa therapy Palmolive Anti-Dandruff Rejoice Pantene L’Oreal Head and Shoulders vaseline Sunsilk Palmolive Tweens Price/ Age Matrix 0-13 yrs 13-24 yrs 25-49 yrs 50yrs up High price Low Price
  • 14. Example of a benefit positioning vs. brand map for toothpaste Benefit Positioning vs. Brand Matrix as of 2011 Harder to stand out amidst the competitive clutter. http://jayalvinsarmiento.blogspot.com
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  • 23. 6a. Photo of product category http://jayalvinsarmiento.blogspot.com
  • 24. 6a. Show how product looks vs. competition http://jayalvinsarmiento.blogspot.com
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  • 26. 6b. Product Description Aroma Therapy line – relaxing with essentials oils to calm frizzy hair, leaving it smooth and straight. Gard Shampoo- Anti-Dandruff, Shampoo and conditioner product.
  • 27. 6b. Product Description 100% Natural Rose Bloom extracts & Vitamin C smoothens and relaxes each hair strand for the fabulous hair that every Fashion Girl dreams about. Utilizes the distinct herbal and natural scents of nature. For smooth, silky and straight hair
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  • 29. 8a. Which of these modes does your product use? ** Pls. rank most used, 1-highest use http://jayalvinsarmiento.blogspot.com 1 2 3 4 5 6 7 8
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  • 31. 8a. Samples of Promo http://jayalvinsarmiento.blogspot.com
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  • 33. 8b. Competitor promo http://jayalvinsarmiento.blogspot.com
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  • 40. YOUR ASSIGNMENT AS A MARKETING STUDENT http://jayalvinsarmiento.blogspot.com
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