10 step marketing plan-belo beauty deo

1
10 STEP
Marketing Plan for
Belo Essentials Deodorant
Jean Daisy de Guzman
June 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 White
4. Other brands are known only for perspiration
control and whitening
5. 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 events
9. Available at leading drug stores, supermarkets
and beauty stores
10. 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
7
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
Rexona
Skin
White
Belo
Price vs. Age Matrix
Block&White
Mlik Rexona
DoveNivea
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

-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

Very Limited
inventory
compared to
competitors

Direct 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

Direct 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

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.

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
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=WA
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-und
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/un
social media

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

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

42
SUMMARY

45
10 STEP
Marketing Plan for
Belo Essentials Deodorant
Jean Daisy de Guzman
June 2013

10 step marketing plan-belo beauty deo

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