10 Step Marketing Plan for GLOWW Submitted by: Justine Andrea C. Paredes Print Ad available at OK! Philippines Magazine (June 2007 issue)

1. 10 Step Marketing Plan for GLOWW Justine Andrea C. ParedesΙ18 January 2011 Advertisement from: OK! Philippines June 2007

2. 5 StepsPart I: PTM and Positioning Target Market: Working women with skin fatigue NWE: Good health, Beautiful looks, Worry-free lifestyle Choices: Skin whitening and nourishing produts (creams, soaps, injectibles); Dermatology and spa centers Gap: The only product that has a unique proprietary Skin Health and Nutrient (SKHN) Complex Possible Market Size base on Target Population: ~49.3Million

3. 5 StepsPart II: Marketing Mix and Strategy Product: GLOWW Skin Nourishing Capsule Price:PhP 750.00 based on research Promotion: Print Advertisement and internet Place: Distributed by Metro Drug in all Mercury Drug and leading drugstores nationwide Strategy: The only product that has a unique proprietary Skin Health and Nutrient (SKHN) Complex distributed by Metro Drug

4. Part 1: PTM and POSITIONING

5. Part 1: Step 1 of 5 Positioning to the Primary Target Market

6. Primary Target Market Individuals with skin fatigue manifested as dry, rough, dull, pimpled, and wrinkled skin. Demographics: Primarily working women/ housewives Aged 25 and above (primarily 25-45 years old) Belong to social class A to B

7. Primary Target Market Lifestyle Stressed from work or home responsibilities Have poor diet or unhealthy eating patterns(ie. junk food) May have medical conditions Fever Hyperthyroidism Excess glucocorticoid therapy

8. Primary Target Market Lifestyle Exposed to free radicals from: Tobacco smoking Radiation Drugs (certain antibiotics and antineoplastic agents) Inorganic particles (e.g. asbestos, silica) Air pollutants (e.g. pesticides, solvents, exhaust fumes)

9. Part 1: Step 2 of 5 Needs, Wants, Expectations of Primary Target Market

10. Needs, Wants, and Expectations Realization of goals Without troubling self with skin problems Look beautiful and admirable Healthy Skin and Good Health

11. Needs, Wants, and Expectations Freud’s Stages of Personality Development Erikson’s Stages of Personality Development Being physically close to someone without being embarrassed of own skin. Fulfilling one’s work without worrying about stress and its effects on one’s skin.

12. Needs, Wants, and Expectations Wants: Safety of use Efficacy of product Desired effect on skin Expectations: Value for money Addresses skin problems and prevents its recurrence

13. Part 1: Step 3 of 5 Direct and Indirect Competitors

14. Competitors Leading players in Philippines skincare market: Sara Lee Corporation Unilever Splash Corporation SOURCE: http://www.reportlinker.com/p0115326/Skincare-in-the-Philippines-to.html

15. Direct Competitors Other skin nourishing products Glutathione Skin nourishing creams (e.g. By NORISH) Skin nourishing soaps Injectibles Supplements (anti-aging ie. NutriGoji capsules) Vitamins (e.g. Myra E)

16. Indirect Competitors Dermatologists (Clinics and own products) Spa centers (e.g. The Spa) Beauty products and manufacturers (ie. Olay, Dove, Ponds) Gym and/or exercise

17. Variables Age Lifestyle Perceived quality Treatment effect and side effects Frequency and convenience of use Product contents Price Packaging Availability and Accessibility

18. Competitive Position Map 2 Most Critical Variables: Price Perceived Quality Data not available from Print Ad.

19. Part 1: Step 4 of 5 Gap between Customer and Competitors

20. GLOWW’s Competitive Advantage Gloww is the first complete skin nourishing formula that fights skin fatigue. It contains a unique proprietary Skin Health and Nutrient (SKHN) Complex licensed by Mega Lifesciences, Australia.

21. Part 1: Step 5 of 5 Market Size

22. Market Size Data not available from Print Ad. Based on Research: Philippine population = 88,574,614 in August 2007; 94.01 million (estimated) in 2010 (National Statistics Office). Women = 46.7 million (estimated) in 2010 (National Statistics Coordination Board, 2010). Working women = 49.3 million (NSO, Oct 2009). Possible Skincare Market Size (in target pop’n) = ~49.3 Million SOURCE: http://www.nscb.gov.ph/factsheet/pdf10/Women_Men_March2010.pdf

23. Part 2: Marketing Mix and Strategy

24. Part 2: Step 6 of 10 Product

26. Indication: For Skin Fatigue

27. 5 Vital Skin Nourishing Components:

28. Collagen Strengthening

29. Skin Waste Detoxifier

30. Blood Circulation Enhancer

31. UV Protectant Providing Lycopene

33. Marine Protein

34. Hydrolyzed Collagen

35. Horsetail Extract

36. Green Tea Extract

37. Grape Seed Extract

38. Lemon Bioflavonoids

39. Tomato Extract

40. D-Salina Extract

41. Pine Bark Extract

42. Vitamin C

44. Effects on Skin:

45. Color increase by 40%

46. Luminosity increase by 21%

47. Brightness increase by 51%

49. Dosage

50. Contraindication

51. Special Precaution

52. Adverse Drug Reactions (capable of producing immediate-type hypersensitivity based on research

54. Price Data not available in Print Ad. Gloww 10’s = PhP750.00 based on research.

55. Part 2: Step 8 of 10 Promotion

56. Present Promotional Strategies Print Advertisement (from OK! Philippines June 2007) Internet

57. Proposed Marketing Strategies Advertise in leading newspapers and other magazines.

58. Proposed Marketing Strategies Set-up websites or social networking pages

59. Proposed Marketing Strategies Direct Marketing

60. Proposed Marketing Strategies Use celebrities in advertisements

61. Competitor’s Promotions Data not available in Print Ad.

62. Part 2: Step 9 of 10 Place

63. Place Available in all Mercury Drug and other leading drugstores nationwide Distributed by Metro Drug

64. Part 2: Step 10 of 10 Generic Winning Strategy

65. Generic Winning Strategy Glowwis the first complete skin nourishing formula that fights skin fatigue. It contains a unique proprietary Skin Health and Nutrient (SKHN) Complex. It is distributed by Metro Drug in all leading drugstores nationwide.

66. SUMMARY

67. 5 StepsPart I: PTM and Positioning Target Market: Working women with skin fatigue NWE: Good health, Beautiful looks, Worry-free lifestyle Choices: Skin whitening and nourishing produts (creams, soaps, injectibles); Dermatology and spa centers Gap: The only product that has a unique proprietary Skin Health and Nutrient (SKHN) Complex Possible Market Size base on Target Population: ~49.3Million

68. 5 StepsPart II: Marketing Mix and Strategy Product: GLOWW Skin Nourishing Capsule Price:PhP750.00 based on research Promotion: Print Advertisement and internet Place: Distributed by Metro Drug in all Mercury Drug and leading drugstores nationwide Strategy: The only product that has a unique proprietary Skin Health and Nutrient (SKHN) Complex distributed by Metro Drug

69. 10 Step Marketing Plan for GLOWW Justine Andrea C. ParedesΙ18 January 2011 Advertisement from: OK! Philippines June 2007