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MARKETING

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Title: PowerPoint Presentation Author: Julie Dillon Last modified by: cbolt Created Date: 2/5/2004 2:11:33 AM Document presentation format: On-screen Show – PowerPoint PPT presentation

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Title: MARKETING


1
MARKETING
Presented by Kristie Buchanan Joanna
Hinton May 2006
2
Agenda
  • The role of Marketing
  • Developing a Marketing plan
  • Marketing mix - the 4Ps
  • Ethical legal considerations
  • Case Study Aerogard
  • Other Reckitt Benckiser TV adverts
  • Questions!

3
The Role of Marketing
  • Generate new business opportunities
  • identify un-met consumer needs
  • develop new products to meet these needs
  • Create consumer demand for our products
  • develop strategies to make consumers aware of our
    products
  • develop and implement plans to generate trial
  • Manage the marketing mix of existing products
  • ensure the product formulation and packaging is
    meeting consumer expectations
  • ensure the price is competitive and the product
    is available where consumers expect it to be

4
Developing a Marketing Plan
WHERE ARE WE?
  • Where are we on the Product Life Cycle?
  • Situation Analysis (SWOT)
  • External trends what is happening and why?
    Competition, consumer trends, social trends etc
    (Opportunities/ Threats)
  • Internal What are our strengths and
    weaknesses?
  • Set the Business Objectives
  • Grow sales, increase profit or both?
  • Maintain or grow brand share vs competitors?

WHERE DO WE WANT TO BE?
  • Develop Marketing Plan
  • Strategic plan for achieving these objectives
    (4Ps)
  • Develop Financial Forecast
  • Build volume forecast
  • Determine marketing investment required to
    achieve objectives

HOW SHOULD WE GET THERE?
5
Marketing Mix 4 Ps
The major controllable variables that we have to
get the desired response from our target market
  • PLACE
  • How the products are made available to consumers
    making the product available in the right
    place, at the right time, in the right quantities
  • PRODUCT
  • Anything that can be offered to a consumer for
    use or consumption, that might satisfy a want or
    need
  • Product Decisions include
  • Brand/ subbrand name
  • Design Features
  • Packaging
  • Quality

Target Market
  • PROMOTION
  • Communication of the product benefits that
    persuades consumers to purchase, e.g.
  • Advertising
  • Sales Promotions
  • Publicity
  • Personal Selling
  • PRICE
  • The amount of money charged for a product or
    service that consumers exchange for the benefits
    of having or using the product or service

6
Legal Ethical Aspects
  • Legal and ethical aspects effect every part of a
    brand and its products
  • Deceptive and Misleading Conduct
  • ACCC consumer watchdog
  • Claims
  • All packaging and advertising claims must be
    supported to the satisfaction of independent
    bodies (such as FACTS, NRA and TGA)
  • Consumer Promotion
  • all aspect of consumer promotions must be clear
    i.e opening and closing dates, structure of prize
    pool , entry mechanism
  • Pricing
  • Pricing and Terms of Trade must be consistent
    between the Manufacturer and Retailers
  • Price maintenance/discrimination Manufacturers
    are unable to enforce a certain price point in
    any retailer. All prices are advised as RSP
    recommended selling price

7
Legal Ethical Aspects
  • Formulations
  • All products are subject to regulations and
    guidelines which outline
  • raw materials which can / cannot be used for a
    product type (e.g. environmental / skin
    sensitisers)
  • packaging warnings (e.g. Caution and Keep out of
    Reach of Children) - dependant on the formulation
  • Packaging
  • Packaging Covenant is a commitment by
    manufacturers to the Govt. to
  • reduce quantity of packaging material e.g. less
    plastic in caps
  • use more environmental packaging materials e.g.
    recyclable plastic
  • implement an ongoing improvement plan
  • Failure to conform, results in the manufacturer
    being responsible for collection of packaging
    from the consumer

8
AEROGARD
Case Study
  • MARKETING PLAN

9
Situation Analysis Aerogard
  • Product life cycle
  • Aerogard is a mature brand within a developed
    category
  • Aerogards role in the category is to lead growth
    through product development and innovation
  • Market Trends
  • The repellents category is valued at 10.5m and
    has grown 7 vs last year
  • 56 of category volume is sold during summer
    (Nov-Feb) when insects are most prevalent,
    although the QLD market is less seasonal due to
    its tropical weather
  • There are four main product formats within the
    Repellents category aerosols, roll-ons, pumps
    and lotions, however aerosols remain the most
    popular format (54 of sales value)
  • Aerogard has 3 key competitors Rid, Autan
    Off
  • Aerogard has lost market share to Off in the
    past 2 years

10
Situation Analysis Aerogard (contd)
  • Consumer Needs
  • Primary Needs
  • Efficacy it has to work!
  • Secondary Needs
  • Long Lasting
  • Secondary Protection
  • Moisturising
  • Anti-itch
  • Less Chemicals/More Natural

11
Situation Analysis Aerogard (contd)
  • Attitudinal differences exist between northern
    and southern regions of Australia which affects
    the emphasis placed on various category needs
  • The North
  • In the tropical regions of Queensland mosquitoes,
    sandflies and flies are viewed as health hazards
    -protection from disease carrying insects is a
    serious issue
  • Superior efficacy is key in product choice
  • The South
  • Insects are considered to be more of a nuisance
    than a genuine health threat.
  • The primary motivation for purchase is to repel
    however there is less emphasis on superior
    efficacy and a more of a focus on secondary
    benefits.

12
Consumer Behaviour Aerogard
  • Consumer Usage and Purchase Behaviour
  • Personal repellents are accepted as part of
    summer life. They are durable, portable and the
    barrier/defence is constant and moves wherever
    you go.
  • In the north, continual protection is required
    throughout the summer months. In the south,
    applications are less frequent, occurring mostly
    on specific outdoor occasions.
  • Motivation for Category Purchase
  • Key motivation is protection from insects. The
    primary category brands have the required level
    of efficacy thus individual brand choice is
    driven by product form and secondary category
    benefits.
  • Applicator Forms Secondary Category Benefits
  • Aerosol Moisturising
  • Pump Sprays Sunscreen
  • Lotion Pleasant Fragrance
  • Roll On Less Chemicals

13
Brand Positioning - Aerogard
  • Positioning
  • Aerogard is trusted by Australians to provide
    effective and safe protection from annoying and
    disease carrying insects
  • Aerogard offers innovative products to cater for
    all family needs in convenient to use formats
  • Aerogard Your best guard against insects

14
SWOT ANALYSIS
  • STRENGTHS
  • Market leader
  • Strong heritage
  • High awareness
  • Experienced sales force
  • Strong distribution in supermarkets
  • RD expertise
  • WEAKNESSES
  • Declining market share due to increased
    competitive activity
  • Brand image becoming outdated
  • High cost of active ingredients

15
SWOT ANALYSIS
  • OPPORTUNITY
  • Alternative suppliers with cheaper ingredients
  • New products with secondary benefits
  • Alternative channels such as pharmacy and
    specialty stores
  • THREATS
  • Competitors gaining market share
  • New competitors enter the market

16
Marketing Objectives Strategies Aerogard
  • Marketing Objectives
  • Grow Sales by 5
  • Increase profitability of brand by 2
  • Grow brand share from 68 to 70
  • Marketing Strategies
  • Lead the market through continuous, superior
    product innovation
  • Strengthen communication strategy by focusing on
    Aerogards unique
  • benefits v competition
  • Reduce reliance on deep price cutting to drive
    sales
  • Implement product cost saving projects
  • Modernise brand image

17
Marketing Mix - 4Ps
  • Product
  • Launch new Aerogard products, eg with added 30
    sunscreen
  • Launch new pack graphics that project a more
    modern brand image
  • Initiate cost saving project to improve
    profitability

18
Aerogard Lotion with 30 SPF Sun Protection
  • Enjoying outdoor life in Australia often means
    ensuring you and your family are protected from
    not only annoying insects, but also the suns
    damaging rays.
  • This usually involves using two different
    products, a personal insect repellent and a
    sunscreen. Not only is this inconvenient,
    uncomfortable and costly, its also hard to know
    if one product is affecting the effectiveness of
    the other.
  • New Aerogard Lotion with SPF 30 Sunscreen is the
    solution to these problems. It gives the
    protection against insects that you expect from
    Aerogard, while also providing full SPF 30
    protection from the sun.
  • Aerogard with Sunscreen, now your best guard
    against insects and the sun in one!
  • 125ml Lotion 10.99

19
Marketing Mix - 4Ps
  • Price
  • Aerogards perceived superiority and market
    leading position must be reinforced with a
    premium price
  • New product launches will command a premium price
    by offering unique benefits. Aerogard with
    Sunscreen will be priced at a 40 premium to
    regular repellents
  • All variants will be price promoted during peak
    season in order to minimise consumers switching
    to cheaper competitive offers

20
Marketing Mix - 4Ps
  • Promotion / Advertising
  • Use TV as the main media vehicle to maximise
    reach during the peak of the season
  • Sample new Sunscreen at outdoor events to
    generate trial
  • Ensure all advertising communicates the brand
    positioning ie. effective, safe protection
    against insects
  • Continue to build positive association with
    health authorities
  • eg. Queensland Tropical Health Unit, educate
    consumers about prevention of mosquito borne
    diseases

Invisible Family 30
21
Marketing Mix - 4Ps
  • Place / Distribution
  • Supermarkets will remain the focus for
    distribution of existing and new product lines
  • accounts for 94 of Aerogard sales
  • Distribution objective for Aerogard with
    Sunscreen is 95 for supermarkets and 60
    Pharmacy

22
Other Reckitt Benckiser TV Adverts
  • Strepsils
  • Dettol Hand Wash
  • Veet

23
Questions???
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