Group5 - Unilever 12 - Industrious

1. Marketing Plan
UNILEVER COMPANY

2. TABLE OF
CONTENT
Executive Summary……………………………………………………... 03
Situational Analysis……………………………………………………... 04 -
07
Objective……………………………………………………........................ 08
Key Statistics………………………………………………………………….. 09
– 11
Target Marke..……………….………………………………………………... 12
- 14
Sales Target…………………………………………………………………….. 15
- 19
Strategies………………….……………………………………………………... 20
- 34
- Segmentation
- Targeting
- Positioning
- Product
Customer………………….……………………………………………….……...
35
Channel………………………………………………………………………………

3. EXECUTIVE SUMMARY
Problem Statement
- In recent customer feedback sessions, 57.1% of customers have expressed that they are familiar with our product Dove Men+Care Shampoo but didn't prefer it for their
budgeting. The customer also said 48% know the sachet version, but it is still costly and lower in quantity than its competitors.
Proposed Solution
- Our product line extension of Dove Men+Care Shampoo will begin at 20% cheaper than our current most affordable option. To offer these prices, we will do the following:
 Increase quantity by 20%.
 Remake the sachet into a twin sachet
Value
 We expect to break into the haircare market with a new offering that is cheaper by 20% than our current most affordable option.
Final Thought
- Cheaper and varied offerings allow us to break into a new market and positively expand our brand.
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4. SITUATIONAL ANALYSIS
- A situational analysis is a critical review of our current business situation.
- Any worthwhile project begins with a careful analysis of our starting point, and marketing is
no exception.
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5. BRAND ANALYSIS
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Parent
Company
• Unilever
Brand • Dove Men+Care
Category • Hair Care
Sector • FMCG
Tagline • Care makes a man stronger

6. BRAND COMPETITORS
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7. SWOT ANALYSIS
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Strengths
• Dove has an excellent market
presence.
• Strong brand awareness
• Easy to find
Weaknesses
• Intense competition for Dove in the
FMCG market means limited growth
in market share.
• Targets primarily only the female
segment & men's range not very
popular.
Opportunities
• Can target male
audience more
purposefully
Threats
• Increased
competition

8. OBJECTIVE
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Mission
- Our mission is to make a positive beauty experience accessible to all.
Marketing Goal
- Increase the sales of Dove Men+Care by 30% this 2022.
Specific: Increase it sales
Measurable: by 10%
Attainable: we will be having our advertisements
Relevant: it is the major part of dove men+care to achieve sales
Timely: Quarterly

9. KEY STATISTICS
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Almost everyone loses their job when the Pandemic arrives, and this teaches us that saving a single coin is crucial to survive if
such tragedy comes knocking at our doorstep again.
Everybody has their needs, and men under the '40s and beyond are no exception at battling their confidence every day. That
is where Dove Men+Care Strengthening shampoo comes in, but the problem is that resellers and local stores do not
recognize the sachet version in poor regions. Our survey claimed that although they are familiar with it, they wouldn't risk
their money on something never aired on social media and, by all means, the sachet itself. Others also said that the product
never existed or didn't seem to know the product at all.
Therefore, since the current state of the world needs cheaper and affordable prices, and of course, saving someone's hair, my
team decided to create a product line extension of the product Dove Men+Care shampoo and, this time, it will be armed with
advertising strategies.

10. SURVEY ANALYSIS
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11. SURVEY ANALYSIS
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12. 4/6/2022 Marketing Plan 12
TARGET MARKET
Demographics
- Adults and teenagers
- Customers that shop frequently
- Customers who do not have a specific product in mind and purchase goods when it seems reasonable as
our new product is in a twin-packed sachet and has 20% more than the earlier version.
Geographics
- The Philippines
Psychographics
- Customers who are price conscious and wants prevention for their hair fall problem
Behavioral
- Customers that are willing to purchase our product

13. 4/6/2022 Marketing Plan 13
Buyer Persona
A buyer persona describes a semi-fictional character that represents our ideal customer. It is a
detailed summary of the characteristics, qualities, and habits of a person who is in our target
audience.
 Demographics
 Professional roles
 Values and goals
 Challenges
 Sources of influence
 Buying decisions
Our ideal customer and describe their:
TARGET MARKET

14. 4/6/2022 Marketing Plan 14
TARGET MARKET (BUYER PERSONA)

15. SALES TARGET
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1st
Quarter
• 70000
2nd
Quarter
• 77000
3rd
Quarter
• 84000
4th
Quarter
• 91000
VOLUME SALES

16. SALES TARGET
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QUARTERLY TABLES
1%
5%
10%
12%
15%
20%
22%
25%
30%
33%
35%
40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Quarterly by 10%

17. SALES TARGET
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VISAYAS VOLUME SALES
Visayas
Wholesalers 1st Quarter 2nd Quarter 3rd Quarter 4rth Quarter
PROGRAM21 PH Corporation 10000 10500 10900 10500
Luzon
Wholesalers 1st Quarter 2nd Quarter 3rd Quarter 4rth Quarter
CFG Trading 13000 15000 17500 19900
MBC Marketing International 12500 14500 15700 17800
LEP Trading Corporation 15000 16500 17500 19300
LUZON VOLUME SALES

18. SALES TARGET
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Mindanao
Wholesalers 1st Quarter 2nd Quarter 3rd Quarter 4rth Quarter
NightBright Asia Pacific 9000 10000 10900 11500
Benby Enterprises 10000 10500 11000 12000
MINDANAO VOLUME SALES

19. SALES TARGET
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Wholesaler
Online
Sari-sari
Store
Conveince
Store
Supermarket

20. 4/6/2022 Marketing Plan 20
STRATEGIES
Segmentation
Market segmentation is a marketing strategy in which select groups of consumers are identified.
Any company should know that it cannot serve all consumers in the total market – at least not
profitably and in the same way. The variety of consumers and their needs is simply too large. Also,
most companies can serve some segments better than others. Thus, every company should not try to
focus on the entire market.

21. STRATEGIES
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MARKET SEGMENTATION VARIABLES
SEGMENTATION

22. STRATEGIES
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MARKET SEGMAENTATION VARIABLES

23. STRATEGIES
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Targeting
In the section Market Segmentation, we know that a company cannot serve all consumers in the total
market. Next, we should target those segments we can serve most efficiently and effectively: Market
Targeting. This is the second step of setting up our marketing strategy.
Evaluating Market Segments
We start with the market targeting process by assessing the different segments we identified in
the market segmentation.
 The segment size and growth
 The segment structural attractiveness
 The company objectives and resources.
The primary structural factors that are meant here affect the segment's long-term attractiveness. These
structural factors are nothing else than the 5 Forces of Porter.

24. STRATEGIES
4/6/2022 Marketing Plan 24
Porter's Five Forces Analysis
Michael E. Porter put forward a model in an article in the Harvard Business Review in 1979. This model,
known as Porter's Five Forces Model, is a strategic management tool that helps determine the competitive
landscape of an industry.
TARGETING

25. STRATEGIES
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PORTER’S FIVE FORCES ANALYSIS
TARGETING
The threat of New Entrants
• The economies of scale are reasonably challenging to achieve in Dove's industry.
• Product differentiation is vital within the industry, where firms sell differentiated products rather than
standardized products.
Bargaining Power of Suppliers
• The number of suppliers in the industry Dove operates is a lot compared to the buyers.
• These suppliers' products are pretty standardized, less differentiated, and have low switching costs.
Bargaining Power of Buyers
• The number of suppliers in the industry Dove operates is much more than the number of firms
producing the products
• The product differentiation within the industry is high, so buyers cannot find alternative firms producing
a particular product

26. STRATEGIES
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TARGETING
The Threat of Substitute Products or Services
PORTER’S FIVE FORCES ANALYSIS
• There are very few substitutes available for the products produced in the industry in which Dove operates.
Furthermore, the very few available replacements are also made by low profit-earning industries.
• The very few substitutes available are high quality but way more expensive. Comparatively, firms producing
within the industry in which Dove operates sell at a lower price than substitutes, with adequate quality.
Rivalry Among Existing Firms
• The number of competitors in the industry Dove operates is very few. However, most of these are also
prominent.
• The very few competitors have a significant market share.

27. STRATEGIES
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Positioning
Position can be defined as how the company places its product in the consumer's mind
THREE LEVELS OF POSITIONING
• Positioning by Product Attributes
• Positioning by Product Benefits
• Positioning by Product Values and Beliefs

28. STRATEGIES
4/6/2022 Marketing Plan 28
POSITIONING
Positioning by Product Attributes
Dove Men+Care Shampoo products have caffeine, active ingredients, less fragrance, no side effects.
The logo of Dove Men+Care
is a perfect presentation of
Tagline: " Care makes a man stronger."
Packaging: Simple, soft, and mild colors reflect the brand image and create a distinctive customer
position.

29. STRATEGIES
4/6/2022 Marketing Plan 29
POSITIONING
Positioning by Product Benefits
Dove Men+Care Shampoos first thing that comes to our mind is "strength" It contains caffeine to
stimulate hair growth and in three ways: It stimulates Insulin life Growth Factor-1 production in hair
follicles, It increases levels of cAMP in dermal papilla cells and It counteracts the negative effects of DHT.
They promoted their products where strengthening is the product's central theme.
Positioning by Product Values and
Beliefs
Core values are:
 Gentle
 Clean
 Strengthening

30. STRATEGIES
4/6/2022 Marketing Plan 30
POSITIONING
Recommendation
- Dove narrowed down its marketing strategy
- Proper PR strategies should be implemented
- The keyword should be "Transparency" to earn faith
Company's Positioning Statement
Dove Men+Care celebrates a new definition of strength: one with care at its center because Dove
Men+Care believes that care makes a man stronger. Real strength is shown through the care you give
the people that matter – and that includes you.

31. STRATEGIES
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Slogan/Tagline
• “YOUR HAIR
DESERVES TO
BE CARED”
QUALITY
• HIGH
ACCESSIBILITY
• EASY
PRODUCT

32. STRATEGIES
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PACKAGING
PRODUCT

33. STRATEGIES
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LABELING
PRODUCT

34. STRATEGIES
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ACTUAL
PRODUCT
AUGMENT
ED
PRODUCT
CORE
BENEFI
TS
Core Benefits:
To help prevent hair fall and give strong hair growth.
Augmented Product:
- The product can be bought online.
- There will be an agent to assist online buyers with their
purchase options.
- There are options in purchasing online platforms
Actual Product:
- Unique feel and design
- Easy to open/use
- Safe to the environment
- The durability is average
PRODUCT

35. CUSTOMER
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Demographic
Income
Class;
C to E
Nationality:
Filipino
Civil Status:
Single to
married
Age:
17 to 30
Gender:
Male
Geographic
Climate:
Hot
Cold
Density:
Urban
Rural
Country:
Philippines
Psychographic
Interested
with the
products with
affordable
but satisfying
Behavioral
Hald aware and
aware about the
product and but
still want to
purchase and
use.

36. CHANNEL
What is B2C marketing?
B2C marketing is a form of marketing that helps businesses communicate more effectively and
persuasively with consumers
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37. CHANNEL
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Based on the figures above, we will be using channel two as B2C marketing
We have two intermediaries:
 Wholesaler
 Reseller

38. CHANNEL
The main goal of a Wholesaler?
Wholesaler's primary goal is to sell our product Dove Men+Care
Strengthening to businesses or retailers, and they sell it further.
The main goal of a Retailer?
Retailer targets the audience and is the final consumer and only sells goods
to them.
Why the Wholesaler?
Wholesale sells goods in bulk to the retailers and businesses at cheaper
rates.
Why the Retailer?
The retailers are the mediator between wholesalers and
customers

39. CHANNEL
Customer
Retailer
Wholesaler
Manufacturer
Wholesaler
Online
Sari-sari
Store
Conveince
Store
Supermarket

40. ADVERTISEME
NT
Our team decided to create an
advertisement which will surely hit the
interest of the customers.
These are the following:
- Billboard Advertisement
- Radio Advertisement
- Television or Commercial Advertisement

41. GROUP 5 - Members
Leader:
- Pan, Lady Princess V.
Members:
- Ignacio, Ronady
- Feudo, Jahzeel
- Arguiza, Melvin
- Atragenio, Kristopher
- Oledan, Johnmer

42. THANK YOU!