2. Unilever introduce its new product “Dove Beauty Cream Bar” a
moisturizing soap for men and women. Unilever is scheduled its promotion
on March 2012. Our goal is to recognize our new product in the market,
provide our customers a high quality beauty care product and to increase our
sales by 20 % annually.
For the promotion of our new product, the company will give
posters and flyers to their customers. They will also have T.V. commercials
to be air on March 28 to April 28 and 6 issues of magazine advertisements
for the whole year of 2012. The company will repeatedly check and track
the advertising campaigns so the company can promise long-standing
achievement.
In cooperation to product safety and quality, the company is
working with BFAD to ensure its product quality by following their
standards and abiding its laws.
To measure if our marketing plan achieves our goal, the
company will have a monthly comparison on its sales to know if there is an
increase on its sales.
3.
4. Unilever is one of the largest manufacturer
and distributor of home goods and personal
care in the Philippines.
5. Dove is a personal care product, a moisturizing bar
cleans like soap, but doesn’t dry out skin like soap
because it contain ¼ moisturizing cream that
nourish the skin.
6. Unilever was incorporated in late 1930s as a
simple merger of soap and margarine. However
as a result of business success today Unilever
operates in over hundred countries with more
than 174,000 employees under its management.
Also the success has helped the company to have a
strong brand portfolio of over 400 brands with two
global divisions namely Foods and Home &
Personal which comes under FMCG industry. The
main success factor of the company is that,
Unilever’s constant focus on innovative product
developments.
7.
8. “Our mission is to add Vitality to life. We
meet everyday needs for nutrition; hygiene
and personal care with brands that help
people looks good, feel and get more out of
life.”
9. Non-Financial
To increase brand awareness among non-existing
clients.
Increasing the retailers and the brand outlets in
targeted markets for at least 20 new channels.
Financial
To increase sales by 20 % annually.
10. Dove is a very well known brand and considered as
the World top brand in beauty care product.
The company have specialized
professionals, graphic designers and web
developers that will assist the business go ahead of
our competitors.
11.
12.
13. An internationally known product which is available
in 80 countries
A beauty soap which contains ¼ moisturizing milk
which make women beautiful and zero ph level
Existing for over 40 years now in which created a very
trusting and lasting relationship between brand and
its users.
Effective publicity, advertising and marketing
strategy
Continuous innovation
14. High price in the market
Product focuses only on women
Women featured in commercial /
advertisement were comparatively slim
15. Filipino woman believes on beauty
product that can enhance their skin
more beautiful
Popular only on metro cities and can
expand in provincial areas
Target male customers
16. Unified advertising around the globe which
sometimes not applicable to other countries.
Only for higher income and upper middle class
group
Imitated by competitors
Risk of being not a brand for “fat girls”
17. The primary competitors of Unilever are:
Name of the Company Name of the Product Price of the Product
Procter and Gamble Olay Moisturizing Soap 46.75 / 120 grams
Beiersdorf Nivea 30.00 / 90 grams
Unilever Dove Moisturizing Soap 50.00 / 135 grams
18. The customers of dove soap are men and women.
In the fast changing world of electronic commerce,
no industry has been left untouched by the impact on
the Internet and the World Wide Web. The Internet has
caused fundamental shifts in the way consumers shop
for and purchase goods and services. This shift has the
most impact on the personal care industry. This
industry is very dependent on the population growth of
both developed and developing countries. Major
companies such as Unilever, market their products to
every demographic member of the global community.
19.
20. To increase sales by 20 % annually.
To increase brand awareness among non-existing
clients.
Increasing the retailers and brand outlets in
targeted markets for at least 20 new channels.
Targeting: Focuses on men and women
21. Maximum moisturizing content.
Dove is positioned as a beauty care brand.
Dove soap positions itself not as soap but as the
mildest bathing bar containing ¼ the moisturizer.
22.
23. Existing: Dove Beauty Cream Bar
Dove Pink Beauty Bar 75 grams –
Dove White Beauty Bar 100 grams -
Dove Fresh Moisture Beauty Bar 135 grams -
24. -Product bundling pricing: dove offers a pack of three
soaps or so providing a certain amount of discount.
Existing:
Unilever advertising activities include:
T.V Commercial
Posters Campaign
Flyers
Facebook and other social sites
Email
Magazine
27. Commercial Ads on ABS-CBN ------------------12,000,000
Magazine ads -----------------------------------------120,000
Distribution of Flyers--------------------------------200,000
Distribution of Posters -------------------------------150,000
TOTAL 12, 470,000
28. T.V. Commercial
ABS-CBN 400,000.00 / 30 sec.
400,000.00 x 30 days = 12,000,000.00
To be air once on primetime starting
March 28 up to April 28
Posters
Quantity of posters 5,000.00
Each poster cost 30.00
5,000.00 x 30.00 = 15o,000.00
Posters will be distributed Nationwide
29. Flyers
Quantity of flyers 50,000.00
Each flyers cost 4.00
50,000.00 x 4.00 = 200,000.00
Flyers will be distributed Nationwide
Magazine
Cosmopolitan Magazine
½ Page, 6 issues for 1 year
20,000.00 per issue x 6 = 120,000.00
Operating expenses have a total cost of
12, 470,000.00
30.
31. Activity Who? Implementations Implementations Amount Comments
Start End
Commercial Ads for Public ABS- CBN
1 ABS-CBN all over the Relation March April 12,000,000 400,000/30
Philippines Officer 28 28 seconds ad on
primetime
Distribution of Posters Marie March April 150,000 5,000 posters will
2 & 28 5 be distributed in
Joseph Nationwide
Each poster is
cost of 30
Distribution of flyers Maylene March April 200,000 50,000 flyers will
3 & 28 5 be distributed in
Sam Nationwide. Each
flyers cost of 4.00
Magazine Ads Public March March 120,000 Cosmopolitan
4 Relation 28 28 magazine ½ page
Officer 2012 2013 6 issue (1 year)
20,000 per issue x
6 issue = 120,000
TOTAL 12,740,000
32. The sales of Dove beauty cream bar in the month of
August is Php. 400,000 with product quantity of 8,000.
After the implementation of our marketing plan, the
target sales for a month will increase to 480,000 with a
total product quantity of 9,600.
To measure if our marketing plan achieves our goal,
the company will have a monthly comparison on its
sales to know if there is an increase on its sales.
