1. 10 STEP
Marketing Plan for
(Whisper)
Heeyeon KIM
Feb/17/2011
1

2. 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.

3. Steps 1 to 5
Summary headline of your
PTM and market
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)

4. Steps 6 to 10
Summary headline of the
marketing mix & strategy
6. Product
7. Price
8. Promo
9. Place
10. Generic Winning Strategy of Mix

5. 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.

6. 2. My PTM’s NWD
Needs from Maslow’s hierarchy
Wants determine choice
Demands for them to buy the product
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

7. Describe your PTM needs
Self-Actualization
Needs
(Self-Development
& Realization)
Esteem Needs
(Recognition, Statu
s)
Social Needs (sense of
belonging, love)
They want to feel free
Safety Needs (security, protection)
from the leak of blood
Without sanitary pads
unable to go out Physiological needs (food, water, shelter)
en they are on menstraution
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
7

8. 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.

9. 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

10. 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. Age
Size of bubbles= represent relative market shares
of the brands
2nd Map: Functional Benefit vs. Brands/ Variants

11. Example of a 2x2 competitive
position map for toothpaste
as of 2011
Price vs. Age Matrix
Price/ Easy to go 13-24 yrs 25-49 yrs 50yrs up
around
Effects (with
wings)
Colgate
Close Colgate
High Colgate
Fresh
Up
Colgate
Sensitive
Sensodyne
Close whiten
price kids Total +
up
whiten
Hapee Hapee
Low Fresh Complete
+ whitening
Price Hapee
Unique Unique

12. as of 2011
Example of a benefit positioning
vs. brand map for toothpaste
Benefit Positioning vs. Brand Matrix
Colgate Hapee
Colgate Colgate Total+ Colgate Close Up Close Up Hapee Hapee Total +
Functional Benefit Kids Fresh Whitening Sensitive Gel White Kids Fresh Whiten Unique Sensodyne
Prevents Tooth Decay
Whitens Teeth
Freshens Breath
Mouthwash in 1
Fresh Confidence
Confidence Up Close to Kiss
Protect 24 hours
Fun for kids
Saves money
Reduces teeth sensitivity
Harder to stand out amidst the competitive clutter.

13. 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.)

14. 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 comparisons
3. vs. 1-1 suppliers
4. Visual observation- warehouse
5. Pirating personnel or garbage
6. Illegal interview
7. “Share of Shelf”

15. 5b. Estimate the market size
using company data
1. Claimed market share
2. Guesstimate on market share
 Fair share of market
 Distribution extent
3. Historical sales

16. 5c. Estimate the market size
using customer data
1. Usage per day or per year
 Per person
 Per household

17. 5. Decide on market size in
pesos, not in number of
people
1. Competitor data=
2. Company data =
3. Customer Usage data = 1,503.3
million based on 2010. by
Historical method
Reference: DATAMONITOR

18. 6a. Photo of product category
Show a product shot
Your product and your competitors
with, without box as they look in the
supermarket
All pack sizes
All variants
All major brands

19. 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

20. 6b. Product Description
Describe the physical features,
specifications, attributes of the product.
Info may be in product packaging, label,
brochures or website.

21. 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

22. 8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use

23. 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)

24. 8a. Samples of Promo
Samples
This can be in multiple slides

25. 8b. Competitor promo
Show also how your key competitors
communicate
Their commercials
Their websites
And why your communication stands out

26. 8b. Competitor promo
Samples
Can be multiple slides

27. 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.)

28. 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

29. SUMMARY
29

30. Steps 1 to 5
Summary headline of your
PTM and market
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)

31. Steps 6 to 10
Summary headline of the
marketing mix & strategy
6. Product
7. Price
8. Promo
9. Place
10. Generic Winning Strategy of Mix

32. YOUR ASSIGNMENT AS A
MARKETING STUDENT
32

33. 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

34. Grading
 Customers (PTM, NWD)- 20%
 Competition (Positioning Map, Market
Size) 30%
 Company (4Ps, Strategy)- 40%
 Power Principles Formatting- 10%