Markma 10stepmarketingplan 12-0226

The 10 Step Marketing Plan

2012 Edition

Kathleen Anne Mamaradlo
Ateneo Graduate School of Business

http://kathleenmamaradlo.blogspot.com

Disclaimer
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.

Steps 1 to 5
Real Beauty for Real Women
 Dove beauty bar’s PTM are “real women”
 Who wants to feel beautiful and confident in
baring their natural skin
 Can choose Palmolive and Olay Beauty bar
 Gap: all other brands are more known for
giving women smooth skin like that of
known celebrities
 Total market size is P2.5B . Dove Beauty
Bar’s niche is P600M

Steps 6 to 10

Real women are after real
results
 Dove Beauty Bar is a soap that contains ¼
moisturizing cream that wouldn’t dry skin
the way normal soap does.
 Dove Beauty Bar s 7% more expensive than
Olay and 60% more expensive then
Palmolive.
 Uses TV, print, and campaigns
 Distributed nationwide
 Niche approach

1. Dove Beauty Bar’s primary
target market (PTM) are “real
women”*
 Women, 25 to 34, AB, Upper C, single
 Working, dating/married.
 Takes a shower at least once a day,particular
about their skin, not very confident about
their appearance, demands moisturized skin
that can be naturally bared without the need
to put on makeup
 *Exclusion of a certain demographic group in PTM does not mean they do not buy the
product. Some do buy, but majority don’t which is why limited marketing resources are
best focused on PTM


PTM needs to feel beautiful
in their own skin

I will feel beautiful once I am
confident in my own skin

I want to be considered
by society as beautiful

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

http://kathleenmamaradlo.blogspot.com 6

2. PTM’s needs, wants &
demands
25 to 34 y/o women have a need for self-esteem and
belongingness

25 to 34 y/o women prefer Dove Beauty Bar over other
soaps because of its credibility, their brand promise that
it wouldn’t dry their skin like other soap does and
their efforts to break the stereotypical definition of
beauty.

25 to 34 y/o women’s demands:
Moisturized skin, satisfaction with their physical
appearance, feel naturally beautiful


3a. Dove Beauty Bar has a
number of competitors
 Direct: Palmolive, Olay, Safeguard, Zest,
Johnson&Johnson, Papaya soaps, Greencross
 Indirect: Lotions, Body butter, body oil, body
wash
 Variables: Age, Price, packaging, availability,
skin type, brand promise of soft and
beautiful skin and to allow women to
celebrate their own beauty.


Dove is #1 in niche: premium
product for 25 to 34 y/o women
as of 2012
Price vs. Age Matrix
41 and
Price/Age 0 to 10 11 to 20 21 to 40 above
High Price Oilatum
Dove
Safe
J&J Olay guard
Safe-
guard
Green
Palmolive
cross
Tender
Low Price care
Zest


Dove differentiated itself from other
moisturizing soaps (Dare to bare/You
don’t need to fit into the stereotype to
be beautiful) as of 2011
Benefit Positioning vs. Brand Matrix
Functional Benefits J&J Oilatum Tender Care Palmolive Dove Olay Safeguard Green cross Zest
Anti-bacterial
Mild/Gentle
Prevents rashes/allergies
Moisturizing
Confidence to bare skin
Feel naturally beautiful

Use of natural ingredients
(ex. Rose extract/almond
oil/shea butter)
Accredited by an
organization (ex.PAMET)
Leaves a clean feeling
after every shower
Deodorant/soap in one
Harder to stand out amidst the competitive clutter.

4. Dove Beauty Bar positions
itself in a niche market
opportunity
Dove Beauty Bar is the only soap that:
 Intensively moisturizes the skin

 Of 25 to 34 y/o women

 Who wants to be confident enough to bare their

skin with no makeup and who wants to feel
beautiful even if they don’t necessarily fit into
the stereotypical definition of beauty.
Traditional marketing positioning focuses on providing
perfect skin like that of a celebrity’s.


4. Dove Beauty Bar’s
positioning according to it’s
manufacturer

Dove makes women feel beautiful every day, by
widening today’s stereotypical view of beauty and
inspiring them to take great care of themselves.

Source: Dove Philippines website


5a. Dove Beauty Bar’s market
size based on Unilever’s data

2. Unilever sales for Dove Beauty Bar
may be P600,000,000
3. Unilever claims 24% of the market
Distribution extent
4. Total soap market size is
P600,000,000/.24 = P2.5B


5c. Estimate the market size
using customer data

1. Bath soap usage

 70 of 90 million Filipinos take a bath at
least once a day. A 100g bar of soap
would normally last for 2 weeks which
translates to P1.96 per shower.
 70M x 1 x P1.96 x 365 = P50B


5. Toothpaste market is P2.5B

2. Company data = P2.5B

4. Customer Usage data = P50B

Use instinct and best business judgment to finalize
market size


6a. What sets Dove Beauty
bar apart?

 Only Dove Beauty Bar offers the unique
benefit of ¼ moisturizing milk in a bar.
 Only Dove promises women that it
wouldn’t dry their skin the way other
soap does


6b. Dove Beauty Bar offers
beautiful skin through 6 variants:

 White Beauty Bar
 Extra Sensitive Beauty Bar
 Gentle Exfoliating Beauty Bar
 Pink Beauty Cream Bar
 Fresh Moisture Beauty Bar
 Energizing Beauty Bar

6c. Dove Beauty Bar vs.
Competition

7. Price (8 brands, 4 sizes)

ACTUAL RETAIL PRICES
Size (g) J&J Tender Care Palmolive Dove Olay Safeguard Green cross Zest

100g Php26.45 Php40.00
120g Php44.75
125g Php30.15 Php29.95
135g Php34.60 Php29.75 Php27.50


7a. Bath soap prices vary
from PHP 0.20 to PHP 0.40
per gram

ACTUAL RETAIL PRICES (per gram)
Size (g) J&J Tender Care Palmolive Dove Olay Safeguard Green cross Zest

100g Php0.26 Php0.40
120g Php0.37
125g Php0.24 Php0.24
135g Php0.26 Php0.22 Php0.20


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

2.

1.

3. 4.


8a.Dove Beauty Bar’s
commercials straight to the point
(Dove is better than soap)


8a. Campaign for Real
Beauty


8a. The Dove Self-esteem
Fund


8a. Campaigns that Dove
can call their own
 The Campaign for Real Beauty
 Wants to communicate that beauty comes in all
shapes and sizes
 The objective is to widen society’s definition of
beauty and make every woman feel good about
herself
 The Dove Self-esteem Fund
 Company makes donations to organizations (ex.
Eating Disorder Association) who are developing new
ways to increase self-esteem


8b. Palmolive Naturals


8b. Olay Beauty Bar
(website)


8b. Olay Beauty Bar (print
ad)


9. Dove is distributed
nationwide (Unilever
distribution network
 Supermarkets, convenience outlets,
drugstores
 Nationwide but more focused on
metropolitan cities
 Picked up by customers
 Cash and credit transactions


10. Dove beauty bar focuses
on a certain niche
Dove Beauty Bar’s main strategy is to focus
on 25 to 34 y/o women who does not fully
see themselves as beautiful and who
wants to be confident in their own skin
It benefits from the distribution leverage of
Unilever
Excellent product made available nationwide


Markma 10stepmarketingplan 12-0226

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