Marketing plan for Arimounts’ ‘Masque’ Deodorant

 Market Summery

Arimount, a well-known beauty and grooming company that has been in the hygiene market for 20 years with an average return on investments seeks to introduce ‘MASQUE’, a deodorant that can last up to five days- even after a shower, into the market. Arimount believes that its 20 years experience in the hygiene market offers leverage as far as consumer information is concerned because pleasing the customer always comes first.

Target market

Men

Women

Teenagers

Persons between the ages of 13-40

Marketing Demographics

Geographies

‘Masque’ is not limited to a specific geographic area. Since the need body hygiene is universal, masque aim not only to serve its users regionally but at an international level.

Demographics

‘Masque’ is a unique deodorant in that it does not target a single group of buyers but is available for all groups of buyers. Its target clients will be anybody who wants to maintain proper body hygiene. However, its biggest target client will be the people who are unfortunate enough to be born with natural body odor.

Marketing Strategy

Masque is a simple deodorant that is not limited to any single gender or age. However, our main target groups as far as age is concerned are ages 13-18 and 19-40. It is not limited to those who desire a clean hygienic look but also caters for those that have problems fighting body odor. It also targets persons who have to work for long hours and have an active lifestyle but who desire to maintain a clean cut and fresh scent through out.

Potential target markets’ expectation

They expect a deodorant that not only keeps the dry all the time and is gentle on their skin but also something that will make them feel fresh and smelling clean for a longer time without fading off after a short time.

SWOT analysis

This SWOT analysis captures the strengths and weaknesses as well as the opportunities and threats facing masque.

 

Strengths:

• Aside from the fact that Arimount is a well-known name in the beauty and grooming business, it has a 20-year experience in the market.
• Arimount prides itself in producing products that not only appeal to its consumers but also has the long-lasting effect that enables our consumers get value for their money.
• Masque aims at satisfying our customers by ensuring that they enjoy its scent for a period of five days after application, even after taking a bath.

Weaknesses:

• The reception of other deodorant products from Arimount has not been as good as we expected
• Masques’ reception into the consumer market may not be as rapid as we expect.

Opportunities:

• More and more people are concerned about their grooming and therefore hygiene is a growing market both locally and internationally.

Threats

• The grooming market is already crowded with major companies dominating the market thus making it hard to penetrate this particular market.
• Quality production is necessary for one to penetrate the market because of the high standards set by other competitors

Competitors

Our main competitors in the market are Nivea, Dove and Rexona.

Nivea

Nivea is a global German based company brand that specializes in the production of product that deal with facial, body , all purpose, lip, deodorants, bath , sun and men’s care. It has currently been working on and produced a deodorant for women that leave no underarm stain on garments. This deodorant product alone cost Nivea a production cost of 2 million pounds and they expected to make a profit of 1.3 million pounds by the end of 2012.

Dove

Dove is a Unilever brand that expanded from consumption only in the U.S to being a global brand. It targets both male and female consumers. In 2012, it ranked the fourth most valuable care brand in the world with an estimated net value of $4.7 billion. Its availability in the market is customary being that it is obtainable in any retail store whether in a supermarket or a drugstore.

Rexona

Rexona is also a Unilever brand that specializes specifically in deodorant production. It spans over eighty markets with a target consumer of 12.6 billion worldwide and in fact owns a 14.5% share in the global deodorant market. They target both men and women between the ages of sixteen and forty. Rexonas’ net profit as of 2010 was $6.3 billion.

Financials

The financial section will offer Arimounts’ marketing expenditure concerning Masques’ marketing, advertisements, and sells.

 

 

 

Break Even Analysis

Break-even analysis indicates that $10,000 in monthly sales will be required to reach the break-even point.

Break even analysis:
Monthly units break-even	100
Monthly sales break-even	$10,000
Assumptions:
Average per unit revenue	$30,000
Average per unit variable cost	$30
Estimated monthly fixed cost	$15

 

Sales Forecast

Given that ‘MASQUE’ is a new product been introduced into the market, Arimount feels that the sales forecast can only increase as the cost of advertisement will allow. For the purpose of sales forecast, Arimount will divide its target customers into two major groups: the male and the female consumers.

 

 

 

 

Sales Forecast

Sales	2013	2014	2015
Female	$200,000	$300,000	$400,000
Male	$100,000	$150,000	$200,000
Total sales	$300,000	$450,000	$600,000
Direct cost of sales	2013	2014	2015
Female	$40,000	$60,000	$80,000
Male	$20,000	$30,000	$40,000
Subtotal cost of sales	$60,000	$90,000	$120,000

Expense forecast

 

 

 

 

Controls

 

 

 

 

 

 

 

 

ASSIGNMENT II

Part A

Which types of marketing research will Arimount adopt?

Although there are, many types of marketing strategy available, Arimount will use both the qualitative and quantitative marketing research approach.

The quantitative type of research bases on attitudes, opinions, beliefs, and intentions of the consumer. Its aim is to understand why customers behave in a certain way or how they may respond to a new product. This research mostly collects from small groups of consumers and collective and one on one interview. 

Given these opinions are often obtained from small numbers of people, the findings are not necessarily statistically valid but data helps to highlight potential issues which can be explored in quantitative research that will follow soon after its completion.

Arimount will achieve the qualitative research through in-depth interviews, focus groups, projective technique, and random probability sampling.

Given that qualitative type of research will not answer all questions required to support the market strategy, the company will also use the quantitative type of research to fill in the gaps left by the qualitative research method. This method involves large data collection, and usually involves the construction of questioners and scales which the respondents are have to complete as a survey. Quantitative research method seeks to answer questions such as how many, how often, who, when and where. The main aim of this approach is to define a problem, collect the data analyze it then report findings.

Some of the questions that Arimount will use include:

How old are you?

Are you a male or female?

Do you use any grooming product?

Do you use deodorants?

Why do you use it?

Which is your preferred deodorant brand?

What is the main quality you look for when selecting a deodorant brand?

How often do you use your deodorant in a day?

How long does your deodorant last before it wares off?

Have you ever seen a ‘Masque’ advertisement?

Would you feel like buying masque after seeing its advertisement?

What do you think about the price?

Have you spotted this product in any local retail store?

What do you think of the products name?

What do you think about its scent?

What do think about its ability to last for five days even after a shower?

How would you rate this particular product?

How often do you replace your deodorant?

How many times do you have to apple you deodorant?

Where have you seen a masque advertisement?

Who told you about this product?

Who do you know that uses this product?

 

Part B

How will Arimount ensure customer satisfaction?

Arimount will ensure that the consumer is always the first priority! Business exists because of the consumer, and they should be the primary focus of the companies operations. A bad product can be disastrous because most unhappy consumers never complain but they will not buy the product again and they will tell many others.

Ensuring that Arimount employees are well trained and competent for the job required, will guarantee that the final product is to the satisfaction of the consumer. By encouraging, empowering, and communicating with staff Arimount will foster the Use of creativity and experience of its staff. This in turn will make them more productive leaving the management with time to manage operations.

By increasing the knowledge level of its customers, arimount will ensure their customers know the full range of services provided in order to get sales in new areas. Communication with the customer regarding information affecting the purchase decision such as the timing, availability, and freight information of the product is also of paramount importance.

Since price, quality, and service are the three main areas of comparison when consumers are making a purchasing decision Arimount will ensure work completes in a timely and efficient manner by setting timelines and deadlines for production.

Arimount will Listen to requests, accept changes, and respond positively to uncertainty brought forth by customers. This is because Customers may require order changes affecting existing arrangements. How these requests are handled is important to the purchaser and their comfort level for making future orders.

Arimount will research if and how other companies are doing that is better than ours, with the ultimate goal of imitating or improving on their techniques. We will talk to suppliers and customers to collect general information on how our competitors operate and what they do differently.

We will ensure that we build customer service into every job, not just frontline sales, and marketing positions. Inventory control, delivery people, switchboard operators, repair and service staff, billing and accounts receivable employees are all important to us.

Encourage complaints. This is because unhappy customers usually do not complain, but most will never use your product again. Clients who express their dissatisfaction will do business with you again if their problem is resolved to their satisfaction, and they will relay their satisfaction to other people.

Arimount will ensure that it respond quickly and fairly to all complaints by providing customers with a simple procedure for registering a complaints; and keep clients informed regarding the resolution of a complaint. This allows us to deliver more than what our customer expects.

 

 

 

 

 

 

 

 

 

 

 

ASSIGNMENT II

What marketing segmentation will Arimount use?

Market segmentation mostly bases on five main variables namely: gender, age group, income, marital status, and occupation. Arimount will use only three of these bases to determine our market segment. These are gender, age group, and occupation.

Gender is very important in our decision because masque is a product for both male and female consumers. Thought the name is standard, different products will be in production for both our male and female customers. As far as age is concerned we seek to target both teenagers and grown ups. This is because more teenagers are now using deodorants in their daily grooming. Even thought Arimounts’ main target is all consumers we seek reach out to those who are mainly involved in occupations that require body activity such as sports or lifting activities.

Media segmentation

Arimount recognizes that different media reaches different people differently. Therefore, we will seek to employ all means of advertisement to reach our target consumers. This will be achieved through print media, by circulating word through newspapers, magazines, and pamphlets. Broadcasting the product in local media and billboards and by the involvement of social media for our younger potential consumer ensures that word on the product spreads.

Psychographic segmentation

Deodorant is not a necessity and may even to a certain extend be categorized as a luxury. That said arimount recognizes that while deodorant may appeal to some people, not all people can buy it. Deodorant buying is a matter of lifestyle.

Positive market segmentation

Even thought there is stiff completion in the deodorant market, Arimount may have some advantage because they have developed a product that has long lasting power unlike the rest. Our 20-year experience in the hygiene industry has also given us a boost of sorts in the market.

Behavioral segmentation

Arimount has been in the market for the past 20 years and the reception of our customers has been satisfactory. We will be relying on this response from our loyal customers to introduce masque into the consumer market.

Benefits

Masques’ creation is for the sole purpose of being able to last for five days on the body even after taking a bath. Arimount are relying on this element to attract potential customers.

Price segmentation

Most deodorant prices range from four dollars up to even ten dollars depending on the brand. Arimount seeks to provide a good and quality product for a cheaper and affordable price. This ensures that our customers do not have to overspend or dig deeper into their pockets to be able to afford our product.

 

 

 

Part B

How will the company address your customers’ buying decision process?

A customers buying decision process divides into five main categories: Problem/Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, and Post-Purchase Behavior. Arimount will address every decision process individually.

Problem/Need Recognition

This is what leads to the buying of the product. Need is a very important catalyst when it comes to buying of a product. Arimount recognizes that the customer not only needs to be hygienic but also has to maintain that hygiene. By ensuring that Masque has a longer lasting staying power on the body even after a wash, we appeal to customers who really value the maintenance of their hygiene. Our product also caters for the people who may have problems concealing their natural body odor.

Information Search

The second stage is where the consumer searches for the relevant information about the either from other people, advertisement, retailers, dealers or by examining the product itself. Arimount will ensure that as much information circulates not only through vigorous advertisements and experimental sources but also by word of mouth.

 

Evaluation of Alternatives

Thought Arimount cannot stop a customer’s evaluation of alternatives we can ensure that our product ‘Masque’ has good first impression through attractive packaging, good quality, and a long lasting staying power. A products good quality always precedes it.

Purchase Decision

After evaluation, the customer will either purchase the product or post pone the purchase. Arimount will ensure that there are few postponements by ensuring that there is sufficient information on ‘Masque’ so that there are no second guesses during purchase.

Post-Purchase Behavior

After purchase, a customer is either satisfied with the purchase or not. Arimount will ensure that the quality produced is the highest and the very best. However, should the customer still not be satisfied with our quality then they will have a choice of voicing their opinion or stating their concern/grievance with us, which we will gladly address and get back to them. Arimount only seeks to please our customer.