Beruflich Dokumente
Kultur Dokumente
Dry Shampoo
Dont Panic
CONTENT
EXECUTIVE SUMMARY MARKETING OVERVIEW I. SOCIAL II. ECONOMIC III. TECHNOLOGICAL IV. COMPETITIVE V. REGULATORY COMPETITORS ANALYSIS SWOT KEY BUSINESS ISSUES PRODUCT POSITIONING 4 PS TIMELINE BUDGET
EXECUTIVE SUMMARY
Survey Findings
Target Audience
Primary Target working and schooling women
aged 18-29 of all ethnicities
Target Audience
Psychographics
busy lifestyle
willing to spend on improving ones appearance
seeks convenience products.
Gen Y exerts inuence on music, sports, computers, video games, and cell phones
Macroeconomic Situation
Macroeconomic Situation
From Recent Economic Development Report:
Macroeconomic Situation
Consumer Condence
Social Media
Product Innovation
Product Innovation
Pricing
Entry
Existing Competitors
Major Shampoo brands: Sunsilk, Pantene , Herbal Essences
Brands with dry shampoo: Klorane, Sephora, Psssssst Instant Spray Shampoo
Klorane
ANALYSIS
Competitors Analysis
4 Ps
Competitors
Product
Price
Place
Promo
tions
Pantene
Shampoo
Sunsilk
Shampoo
Supermarkets Pharmacies
n/a
Klorane
Dry Shampoo
$14.60
Pharmacies
Price discounts
SWOT Analysis
STRENGTH WEAKNESS
Niche product Relatively expensive Potential for larger market Poor branding in Singapore share Poor product placement
Convenience in using product
OPPORTUNITY
A good chance in being the market leader for dry shampoo in Singapore
THREAT
Somewhat weary / ambivalent attitude towards dry shampoo Consumers may not trust the safety value of product
No 85.7%
Perceptual Map
PRODUCT POSITIONING
Product Positioning
Life Stage
Introduction
Life Stage
Introduction
4 Ps
Product promotion price placement
4 Ps
Product promotion price placement
PRODUCT
Key Message
Key Message
Repackaging
Repackaging
Repackaging
Repackaging
air Refreshener H onvenient C leek S lim & Tall S
- feminine
right colour B
-attention-grabbing
4 Ps
Product promotion price placement
PROMOTION
PROMOTION
ADVERTISING PR SALES PROMOTION DIRECT MARKETING PERSONAL SELLING
ADVERTISING
Print Ad
Advertising
ill
feature
a
young
W woman
in
only
a
towel
around
various
parts
of
Singapore.
ongue-in-cheek
ad
T concept
=en>on
grabbing
A generate
interest.
Print Ad
Magazine Insert
Magazine Insert
Magazine Insert
Magazine Insert
Magazine Insert
Magazine Insert
ducate consumers on how to use our product and what batiste is all e about. ood avenue to raise brand awareness of our product. g In addition, our sample pack included with the magazine insert will encourage readers/counsumers to try out our product. As it would probably be our target audiences first time trying our product, it would increase the chances of them buying our actual product.
TVC
Scene
Scene
Scene
Scene
Scene
Scene
Scene
Scene
Scene
9 Guy only sees her bare shoulders and assumes shes topless
Scene
Scene
11 Curious guy approaches girl only to realise she is fully clothed, girl looks bemused and walks away
Scene
Interactive Media
Interactive Media
Interactive Media
Interactive Media
an iPhone application will be made to complement this batiste spray device. FindBatiste will utilize GPS technology to find out the users location, and then pinpoint where is the nearest venue where a batiste spray device is available. This will increase the possible usage of the batiste spray device.
Interactive Media
Interactive Media
Our twitter page will be the best way to get updates regarding our events and new products. Any queries can also be answered almost instantly.
Interactive Media
PR
Outdoor - Roadshow
Outdoor - Roadshow
Outdoor - Roadshow
Our roadshow will feature a group of young, attractive women roaming around orchard road in only a towel, appearing to be almost naked. It will generate interest among the crowd and media hype. At the same time, a vintage truck also with women in only a towel will be driving along orchard road. The truck will also end the show with a display at Plaza Singapura.
Outdoor
Outdoor
live version of our promo ad at ION Orchard - A young woman in only a towel spraying her hair with dry shampoo.
Direct Mailer
Direct Mailer
Spray booth
SALES PROMOTION
Point Of Purchase
Point Of Purchase
DIRECT MARKETING
Outdoor
This event will culminate in the women taking off their towel to reveal them in tube tops and shorts. Afterwhich these Batiste Ambassadors will go around educating people on our brand and product.
Personal selling
Point of Purchase
Will be available at various retails outlets, e.g. Watson, Guardian
Attention Grabbing display to pique customers interest
Promoter will attend to customers queries
4 Ps
Product promotion price placement
PRICE
Price
onsistent
C ame as the current market price
S ntroduction Stage
I
4 Ps
Product promotion price placement
placement
Placement
Placement
Batiste spray device For our batiste spray device, we will be introducing spray devices in select female toilets all over Singapore. This willl encourage potential customers as they would be able to try out the product once via the spray device versus having to fork out money for an entire aerosol can. As mentioned earlier, an iPhone application will be available to complement this spray device. It will help users find the nearest spray device location
TIMELINE
TIMELINE
BUDGET
Advertising 215k
rint Ad 40k P romo Ad 60k P ive Promo Ad 15k L agazine Insert 80k M Phone App 20k i
BUDGET
Promotional 10k
weepstakes 10k S
Placement 30k
atiste Spray Device 30k B
BUDGET
Placement
Product Revamp
Promotional
Advertising
Public Relations
Advertising Public Relations Promotional Placement Product Revamp
THANK YOU