10 step marketing plan-belo beauty deo

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10 STEP Marketing Plan for

Belo Essentials Deodorant

Jean Daisy de GuzmanJune 2013

http://jeandeguzman.blogspot.com

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.

Disclaimer


1. Belo Essentials Deodorant PTM are women who aspire to have celebrity-like complexions

2. Who want to feel good about themselves by having fair and flawless skin all-over

3. Can choose Rexona, Dove or Block and White4. Other brands are known only for perspiration

control and whitening5. In the Philippines, the Whitening Sector of

of Skincare is an 8.8 billion Peso market

Steps 1 to 5

Bringing confidence to every woman


6. Belo Essentials Deodorant promises to address all common underarm problems

7. Affordable, price range almost equal to that of competitors

8. Uses advertisement, experiences and events9. Available at leading drug stores,

supermarkets and beauty stores10. Focuses on a niche market

Steps 6 to 10

Women put a premium on beauty


1. Belo Essentials Deodorant’s PTM are women who aspire to have celebrity-like complexions

The Belo Essentials woman is:

Aged 19-28, Class B and C, Single

Career-oriented, dedicated to becoming the best version of themselves, spends a lot of time socializing, aims to be attractive to the opposite sex and to be the envy of other women


1. Belo Essentials Deodorant’s PTM are women who aspire to have celebrity-like complexions

The Belo Essentials woman:

Bathes 1-2x a day and is conscious about the smell and look of her underarms

Gains confidence in being able to wear sexy outfits


The Belo Essentials woman aspires for confidence to conquer the world

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Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

I aspire to be admired and to stand-out

I want to maintain proper hygiene so that I may be perceived as beautiful

2. Women of today have unique needs, wants & demands

Needs: Women need to feel beautiful, to be confident, to be accepted and to achieve Self-Actualization

Wants: Women prefer Belo Beauty Deo better than other brands because of Price, Smell, Credibility, Branding and it is the only deodorant in the market that promises to address all common underarm problems


2. Women of today have unique needs, wants & demands

Demands: Women demand whiter and smoother underarms, long-lasting anti-perspirant effect, absence of mark left on clothes and no sticky feeling


3a. Belo Essentials Deodorant has to work hard in order to be a

market leader

Direct: Rexona, Dove, Secret, Block and White, Nivea

Indirect: Underarm and Foot Powders, Tawas, Soap, Alcohol and Nothing

Variables: Price, Packaging, Brand promise of effectiveness, Availability and Brand credibility


3.b Belo Essential Beauty Deodorant is looking to lead in a niche market

13-18 yrs 19-28 yrs 29-49 yrs

High price

Low Price

Dove Pure

RexonaSkin White

Belo

Price vs. Age Matrix

Block&WhiteMlik Rexona

Dove Nivea Dove

Rexona

3.b Belo Essentials Beauty Deodorant appeals to the vanity of Filipinas

Benefit Positioning vs. Brand Matrix

Belo Essentials Beauty Deodorant appeals to the vanity of Filipinas

Benefit Positioning vs. Brand Matrix

Apart from the primary objective of sweat control, competitors mainly focus mainly on whitening and smoothening.

4. Belo Beauty Deo has a good niche market positioning

The Belo Essentials Deodorant is the only product that…

-only has 1 variant but promises to address all common underarm problems such as sweat, roughness, chicken skin, redness and darkness

-responds to the deeply-rooted demand of Filipinas to have whiter skin

-promises celebrity-like underarm appearance at a very affordable cost

-communicates to the consumers that using the product would bring them confidence


4. Belo Essentials Deodorant sets itself apart by being the only “Beauty Deo”

The Belo Essentials Deodorant is the only product that gets women to expect MORE from a deodorant by asking the question: “How are your underarms today?”

’Other deodorants may solve one, but only Belo solves all’-Belo Beauty Deo


4. Extending the ‘Belo Touch’ to the masses

-Given that the Belo brand is associated with luxurious skincare, Belo Essentials products make beauty more accessible and affordable to every Filipina

-Allows common people to feel that they too only allows Belo to touch their skin


5a. Given that Filipinas are renowned for being hygienic, it is no surprise that the deodorant market is huge

- Of the total deodorant market, Rexona at present holds the lion’s share at 44%

- This dominance may be observed in the huge shelf space allocated for their products in most supermarkets

- Rexona mini-stick deodorant is expected to hit P550 million this 2013 or 30 percent higher than last year’s P400 million


5b. Estimate the market size using company data

- Estimated total Market Size: 664, 000, 00

- Given that Belo Essentials have only recently been introduces, the company claims that they hold only around 7% market share

- Sales of other Belo Essentials products in 2012 amounted to 300M


5c. Estimated deodorant use

-3ml Rexona (Php 6.65) could be used up to 5 times-Php 6.65/5= Php 1.33 per application

-Filipinas only use it in the morning= Php 1.3 per use


6a. The Belo Essentials ‘Beauty’ Deodorant and its Direct

Competitors

VS.


6a. The Visibility of Belo Essentials ‘Beauty’ Deodorant in

a Major Supermarket

-One rack is dedicated solely for Belo Essentials products in one of the country’s major supermarkets

-Rack was located near the toothpaste section, an area that was a little bit far away from the deodorant section

-This strategy is risky as when people look for deodorant, where they go is in the deodorant section



a Major Supermarket

-In the deodorant section of the supermarket however, the Belo Essentials Deodorant occupies a very limited, if not totally inconspicuous space—very easy to miss amidst competitor brands




a Major Supermarket

Very Limited inventory compared to competitors


Competitors


-As the market leader, it comes as no surprise that Rexona deodorant variants enjoy huge shelf spaces in supermarkets, drugstores and department stores

-Rexona products are even sometimes bundled with another Unilever product as a form of promotion


Competitors


-Next to Rexona, Nivea and Dove occupy the largest shelf space in the supermarket given that both brands offer a wide variety of deodorants


6a. The Belo Essentials ‘Beauty’ Deodorant and its Indirect

Competitors

VS.

6b. What would make women choose the Belo Beauty Deo?

-The Belo Essentials Deodorant is the only deodorant known as a ‘Beauty Deo’—appeals to the vanity of women

-Only deodorant that promises to address ALL common Filipina underarm problems

-Simple, classy and elegant packaging

- Associated with the top Beauty Doctor of the country


7. Sizing up the Competition(Prices as of June 2013 at an SM Supermarket)

Though the Belo Essentials Deodorant is advertised as a seemingly high-end product, pricing is on the affordable side.


8a. Belo Essentials Deodorant is working to be recognized

1

2

3

4


- Given that Dr. Vicki Belo is known as “Doctor to the Stars”, it is no surprise that her brand utilizes Star Power

- The brand capitalizes on the ‘celebrity-worship’ tendency of Filipinos by getting popular actresses such as Ann Curtis and Toni Gonzaga to represent the brand

8a. Belo Essentials Deodorant utilizes Star Power


- Arguably the most sought-after actress and endorser in the country, Ann Curtis, talks about the Belo Essentials deodorant:

https://www.youtube.com/watch?v=WAlEh0BFM9I

8a. Belo Essentials Deodorant utilizes Star Power


- Top Philippine Fashion blogger, Kryz Uy, featured the Belo Essentials Beauty Deo in her blog, Thirstythought:

http://www.kryzuy.com/on-beauty-underarm-care/

8a. Belo Essentials Deodorant recognizes the power of social

media


- Blogger, host and model, Patty Laurel, also did a feature of the Belo Essentials Beauty Deo in her blog last April 2013:

http://www.pattylaurel.com/2013/04/underarm-power.html


media


- Promotions are done through Social Networking sites such as Facebook, Twitter and Instagram


media


- The brand hosts fabulous events and enlists the support of celebrities to raise awareness about the product

8a. The Belo Essentials ‘Beauty’ Deodorant LIVE!


8b. Rexona empowers the active woman

- Rexona generally appeals to friends and to the dynamic woman who lives an active lifestyle


8b. Dove is all about being clean, real and fresh


- Dove advertisements always make use of ‘real’, relatable women

- Image projected is clean and fresh

8b. Nivea focuses on relationships and attraction

-Nivea appeals to the consumers by showing how lighter underarms can help attract the opposite sex


8b. How the ‘Belo appeal’ is different from its competitors


9. The Belo Essentials ‘Beauty’ Deodorant can do better in terms of

its distribution network

-Given that the product is relatively new to the market, it lags behind its competitors in terms of its distribution network

-Available only in leading supermarkets, selected beauty supply stores and drugstores


10. The Belo Essentials ‘Beauty’ Deodorant is In it to Win it

Low Cost Producer Supply and Distribution Leverage Differentiation Niche


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SUMMARY


1. Belo Essentials Deodorant PTM are women who aspire to have celebrity-like complexions

2. Who want to feel good about themselves by having fair and flawless skin all-over

3. Can choose Rexona, Dove or Block and White4. Other brands are known only for perspiration

control and whitening5. In the Philippines, the Whitening Sector of

of Skincare is an 8.8 billion Peso market

Steps 1 to 5

Bringing confidence to every woman


6. Belo Essentials Deodorant promises to address all common underarm problems

7. Affordable, price range almost equal to that of competitors

8. Uses advertisement, experiences and events9. Available at leading drug stores,

supermarkets and beauty stores10. Focuses on a niche market

Steps 6 to 10

Women put a premium on beauty


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10 STEP Marketing Plan for

Belo Essentials Deodorant

Jean Daisy de GuzmanJune 2013


10 step marketing plan-belo beauty deo

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