Batiste

Dry Shampoo

Don’t 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 one’s appearance

 seeks convenience products.
 Gen Y exerts influence on music, sports, computers, video games, and cell phones

Macroeconomic Situation

Macroeconomic Situation
From Recent Economic Development Report:

Singapore’s GDP growth will moderate in 2011
 GDP

is on track to grow by around 15% in 2010, and is forecast to expand by 4 to 6% in 2011.

Macroeconomic Situation

Consumer Confidence

Personal Finance & Employment Prospects

Social Media

Increasingly utilised alongside traditional mediums
to market products.

Eg: Essentials used blog advertorials, facebook media and online contests to increase awareness among consumers.

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

Product Regulation in Singapore

ANALYSIS

Competitors Analysis
4 Ps

Competitors

Product

Price

Place

Promo
tions

Pantene

Shampoo

14 Day Supermarkets $8.95 -$10.90
Commitment Pharmacies
to Pantene

$6.70 -$10.90

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

SWOT Analysis Summary

KEY BUSINESS ISSUES

Key Business Issues
 Lack of consumer awareness
and misconception towards product
 Pricing
 Availability and placement of product

Key Business Issues
Have you heard of dry shampoo?  Yes50.1%
No58.9%
   

Have you used dry shampoo before?
  Yes 14.3%  

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 audience’s first time trying our product, it would increase the chances of them buying our actual product.

TVC

 Scene

1 A sea of cubicles, only 2 people left

 Scene

2 Girl receives a text

 Scene

3 Load view, in/out tray.

 Scene

4 Guy watching runway models online

 Scene

5 9pm, girl removes her blazer for party

 Scene

6 Girl takes out batiste spray

 Scene

7 Girl massages dry shampoo in her hair

 Scene

8 Guy notices as girl passes by his cubicle

  Scene

9 Guy only sees her bare shoulders and assumes she’s topless

 Scene

10 Guy smells batiste scent and fantasises

  Scene

11 Curious guy approaches girl only to realise she is fully clothed, girl looks bemused and walks away

 Scene

12 Shot of batiste product on table and logo.

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 user’s 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

Marina Bay Sands

Strip Off NYE Party
It will be an exclusive party with celebrities and people in the media industry all being invited to this party, which is being held at the Marina Bay Sands rooftop. The infity pool at the rooftop will be filled with bubbles (bubble bath) to complement our fun and cheeky brand look. Direct mail packs will also be sent to our guests. These direct mail packs will include a bathrobe with the guest’s name on it, a rubber ducky necklace with a personalized name tag, stick on tattoos that read “get fresh with me” or “instant gratification” and a yellow polka dot shower cap.

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.

“Strip Off” Event
Ambassadors will be at the party walking through guests and educating them more about our product This spray-through booth will be at the Strip Off NYE Event, and will be a object of interest during the party.

Personal selling

Point of Purchase
Will be available at various retails outlets, e.g. Watson, Guardian
Attention Grabbing display to pique customer’s interest
Promoter will attend to customer’s 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

Product Revamp 25k

Advertising 215k
•  rint Ad 40k P •  romo Ad 60k P •  ive Promo Ad 15k L •  agazine Insert 80k M • Phone App 20k i

BUDGET

Public Relations 300k
•  lashmob Roadshow 40k F •  YE Party 250k N •  witter Page 5k T •  acebook Page 5k F

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

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