10 step marketing plan for Close up

10 STEP Marketing Plan for CLOSE-UP Bong De Ungria January 2011 See the Simplified Guide to 10 Step Marketing Plans http://www.hypermarketing2.com/2011/02/vcoach-bong-de-ungrias-10-step.html Disclaimer This 10 Step Marketing Plan is part of the mandatory requirements of Prof De Ungria’s 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 Steps to Coming close to the teens… Close-up PTM are “teens at heart” Who want to feel confident up-close to their preferred sex Can choose Colgate & Happee Gap is all other brands are more known for preventing tooth decay & providing savings The market size is P 15 Billion Close-up niche is P3 Billion Steps to 10 Teens pay for confidence 10 Close-up is a colorful toothpaste gel and mouthwash in Is priced 10% less than Colgate but 30% more than Hapee Uses TV, events & experiences Is distributed nationwide Uses niche approach to win 1.Close-up primary target market (PTM) are “teens” at heart    13-24 years old, social class AB and C, single without kids Studying or just starting work, actively dating or pa-cute towards the preferred sex Brush 3x a day, and demand long lasting fresh breath and white teeth to gain that extra confidence PTM needs to be loved by their special someone… I am happy when I have a romantic partner Self-Actualization Needs (Self-Development & Realization) Esteem Needs (Recognition, Status) I want to be loved Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological needs (food, water, shelter) Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler Teens have unique needs, wants & demands Teens “desperately” need to belong, to be loved, gain self-Esteem, and achieve Self -actualization Teens prefer, choose Close-up over other toothpastes because of Taste, Freshness, Color, packaging, price, credibility& awareness of company, brand promise of confidence up close; PDA approval, Teens demand Whiter teeth, Fresher breath, no tooth decay, long lasting, More confidence to come close to the their preferred sex, Feel more sexually attractive 3a Close-up has many formidable competitors  Direct: Colgate, Hapee, Unique, Beam, Sensodyne toothpastes  Indirect: Mouthwashes, Breathmints, gums, candy, breath spray, water  Variables: Age, Price, packaging, specific use, convenience of use, availability, Occasion of use, brand promise of confidence up-close and personal to preferred sex Close-up is #1 in niche: premium product for teens as of 2005 Price vs Age Matrix Price/ Age Matrix High price Low Price 0-13 yrs Colgate kids Hapee Unique 13-24 yrs Close up 25-49 yrs Colgate total Hapee 50yrs up Sensodyne Close-up is #1 in niche: premium product for teens as of 2011 Price vs Age Matrix Price/ Age Matrix High price Low Price 0-13 yrs Colgate kids 13-24 yrs Colgate Fresh Close up Hapee Fresh Hapee Unique 25-49 yrs Close Up whiten Colgate Total + whiten Hapee Complete + whitening Unique 50yrs up Colgate Sensitive Sensodyne 8a Close-Up has teeny bopper feel good romance commercials 8a Close-Up Lovapalooza 2008: Gerald to Kim: Do I get to kiss you? http://www.youtube.com/watch?v=t9sbGzxRKkM 8a An event that is truly Close-Up’s (reinforced) Kissing Record Back to the Philippines  A total of 6,124 couples kissed simultaneously in Closeup’s Lovapalooza at the SM Mall of Asia beating Hungary’s record of 5,700 in 2005  The Guinness Book of World Records has yet to release the official number of couples of this record breaking event  Every Valentines for years in a row, thousands of couples have shown the ultimate display of fresh breath confidence by kissing in Close Up Lovapalooza 8a Close Up’s true test: Halik Meter challenge http://www.youtube.com/watch?v=2XwGeryMOEY 8b Colgate remains #1: