10 step mktg plan-cat

10 STEP Marketing Plan for POND’S White Beauty Cat Ansay March 2012

Disclaimer ,[object Object],[object Object],[object Object],[object Object]

Beautiful and whiter skin for ladies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ladies pay for Beauty and a chance for love ,[object Object],[object Object],[object Object],[object Object],[object Object]

1. Describe the primary target market (PTM)* ,[object Object],[object Object],[object Object],[object Object],[object Object]

PTM needs to be noticed and attractive I am happy when I feel confident with the way I look I want to be attractive to be noticed Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler I am content when I find true love

2. Modern women have several needs, wants and demands ,[object Object],[object Object],[object Object]

2. Modern women have several needs, wants and demands ,[object Object],[object Object]

POND’s has many competitors in the market/industry ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

POND’S IS #1 IN NICHE MARKET Price vs. Age Matrix PONDS White Beauty PONDS Flawless White PONDS Age Miracle OLAY White OLAY Regenerist OLAY Total Effects LOREAL White Perfect NIVEA GARNIER SKINWHITE MAXIPEEL

The Market is saturated with whitening products ,[object Object],Benefit Positioning vs. Brand Matrix

Skin white has imitated ponds’ promise of providing lighter skin in just 7 days

4. POND’S positions strongly in a niche market opportunity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

4. positioning: brand identity from the maker ,[object Object]

Beauty and personal care shares In Billions

BEAUTY AND PERSONAL CARE SALES FORECAST In Billions

PONDS WHITE BEAUTY VS COMPETITORS Direct Competitors Indirect Competitors

6b. Product Description ,[object Object],[object Object],[object Object]

Pond’s white beauty products for unique skin needs

8a. Pond’s uses the following ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3 1 2 4

Pond’s white beauty commercials focus on searching for love

Pond’s website showcases the variety of products

9. POND’S WHITE BEAUTY IS AVAILABLE NATIONWIDE ,[object Object],[object Object],[object Object]

10. POND’S USES NICHE APPROACH TO WIN ,[object Object],[object Object],[object Object],[object Object]

Ladies pay for Beauty ,[object Object],[object Object],[object Object],[object Object],[object Object]

10 STEP Marketing Plan for PONDS White Beauty Cat Ansay March 2012

10 step mktg plan-cat

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