V53 10 step marketing plan for rexona_draft

10 STEP Marketing Plan for Rexona Reainki A. Olivar February 2011 Kayeolivar.blogspot.com

[object Object],[object Object],[object Object],[object Object],Disclaimer Kayeolivar.blogspot.com

[object Object],[object Object],[object Object],[object Object],[object Object],Steps 1 to 5 Summary headline of your PTM and market Kayeolivar.blogspot.com

[object Object],[object Object],[object Object],[object Object],[object Object],Steps 6 to 10 Summary headline of the marketing mix & strategy Kayeolivar.blogspot.com

1. Describe the primary target market (PTM)* ,[object Object],[object Object],[object Object],Kayeolivar.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 Kayeolivar.blogspot.com

Describe your PTM needs Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler The need to be recognize as someone who’s hygienic and has white underarms t hus has a status of being beautiful Need to belong to a group who has whiter underarms Kayeolivar.blogspot.com

2. PTM’s needs, wants & demands ,[object Object],[object Object],[object Object],Kayeolivar.blogspot.com

3a. Direct and indirect products that address my PTM’s NWD ,[object Object],[object Object],[object Object],Kayeolivar.blogspot.com

3b. Create 2 Positioning Maps ,[object Object],[object Object],[object Object],[object Object],[object Object],Kayeolivar.blogspot.com

competitive position map Colgate Total + whiten Sensodyne Hapee Unique Hapee Complete + whitening Price vs. Age Matrix as of 2011 Hapee Fresh Close Up whiten Colgate Sensitive Colgate Fresh Unique

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.

4. Identify the gap between customers and competition ,[object Object],[object Object],[object Object],[object Object],Kayeolivar.blogspot.com

5a. Estimate the market size using competitor data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Kayeolivar.blogspot.com

5b. Estimate the market size using company data ,[object Object],[object Object],[object Object],[object Object],[object Object],Kayeolivar.blogspot.com

5c. Estimate the market size using customer data ,[object Object],[object Object],[object Object],Kayeolivar.blogspot.com

5. Decide on market size in pesos, not in number of people ,[object Object],[object Object],[object Object],[object Object],Use instinct and best business judgment to finalize market size Kayeolivar.blogspot.com

6a. Photo of product category ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Kayeolivar.blogspot.com

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 Kayeolivar.blogspot.com

6b. Product Description ,[object Object],[object Object],[object Object],[object Object],Kayeolivar.blogspot.com

7. Price ,[object Object],[object Object],[object Object],[object Object],Kayeolivar.blogspot.com

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

8a. Your products Promotions ,[object Object],[object Object],[object Object],Kayeolivar.blogspot.com

8a. Samples of Promo ,[object Object],This can be in multiple slides Kayeolivar.blogspot.com

8b. Competitor promo ,[object Object],[object Object],[object Object],[object Object],Kayeolivar.blogspot.com

8b. Competitor promo ,[object Object],Can be multiple slides Kayeolivar.blogspot.com

9. Place ,[object Object],[object Object],[object Object],[object Object],Kayeolivar.blogspot.com

10. What is the generic winning strategy? ,[object Object],[object Object],[object Object],[object Object],[object Object],Kayeolivar.blogspot.com

SUMMARY Kayeolivar.blogspot.com

Grading ,[object Object],[object Object],[object Object],[object Object]

V53 10 step marketing plan for rexona_draft

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V53 10 step marketing plan for rexona_draft