Marketing Plan: Palmolive Body Wash & Strategies Analysis

This report provides an executive summary and detailed analysis of the marketing mix strategies for Palmolive Body Wash, focusing on a product extension targeting millennials. It outlines the objectives, including enhancing market share, customer awareness, and sales. The report details the target market as males and females aged 20-25, and discusses positioning strategies to compete effectively in the body wash industry. Key elements of the marketing mix are explored, including product attributes (strawberry fragrance, scrubbing particles, eco-friendly packaging), pricing strategies, placement through attractive store corners, and promotional activities via social media and public relations. The report also covers evaluation methods, implementation phases, and provides recommendations for Palmolive to achieve its marketing goals.

MARKETING MIX
Palmolive Body Wash

Executive Summary
Objectives
The major objective of product extension is to fulfil the customers’ needs along with
dominating the industry of body wash.
Target Market
The target market for Palmolive Body Wash is to cater all gender of customer’s majority
between the age of 20-35. The company targets professional males and females who wants to have an
active lifestyle in their busy life.
Positioning
The company should position its business being a direct competitor in body wash industry. In
order to attain the planned objectives, the company is required to modify the present quality & fulfils
the latest consumer trend.
Product
The extension of product is required in order to attain organisational objectives. The body
wash would lead to the size of 500ml from the initial size and will be presented with a new colour as
well as shape. Other than this, Palmolive would provide body wash with scrubbing particles of
strawberry fragrance in order to attract the customers for their repetitive purchases along with abiding
by the environmental factor through minimising the negative environmental impact.
Price
The company would charge high prices from the customers due to changes and enhancements
within the product which will lead to high costing. This will also make customers think for high
quality product in the industry as compared to the competitors.
Place

The company will establish attractive separate corner for its new body wash variant within its
stores where a customer will carry their body wash with scrubbing particles of strawberry fragrance
bottle with them and pay the required money to get their bottle filled.
Promotion
The company will make its promotion through various advertising channels such as social
media, videos, e-commerce, etc. On the other hand, will develop public relations by the coverage of
media, word of mouth promotion and creditability.
Evaluation
The suitability of the item would be evaluated through various techniques. Like initially, the
objective of the company will be analysed as well as evaluated by the company's quarterly
performance report. Then, this would be analysed on weekly basis through evaluating the overall
advertisement views as well as the rate of click through. This would be analysed in order to assure the
company's effective promotion that are being utilised.
Implementation
The present product is going to be executed in six different phases which comprises of
product planning, product development, product design & testing, then pricing strategy will be
implemented. The strategy of pricing will be followed by the commencement of production,
promotion, developing engagements of customers will be done which finally leads to a critical
evaluation will be done through pre, con-current and post testing is going to be implemented.

Table of Contents
Table of Contents.................................................................................................................................4
Company Objectives...........................................................................................................................5
Target Market and Positioning..........................................................................................................5
Positioning Strategy.............................................................................................................................9
Positioning Attributes........................................................................................................................10
Marketing Mix Strategies.................................................................................................................11
Product...............................................................................................................................................11
Price....................................................................................................................................................12
Internal Pricing Factors....................................................................................................................12
Place....................................................................................................................................................13
Push Strategy.....................................................................................................................................13
Promotion...........................................................................................................................................14
Evaluation and Control.....................................................................................................................14
Implementation and Schedule..........................................................................................................15
CONCLUSION AND RECOMMENDATIONS.................................................................................15
Reference List....................................................................................................................................17

Company Objectives
Marketing Objective
To enhance the company's market, share by 0.8% in the market within a period of one year,
so to become highly competitive in the industry.
As of now the company owns a good ratio in the overall market so this 0.8% can be
easily attained by the organisation in highly reliable market. Presently the market of body
wash is being dominated by the other small businesses through holding a big position as
compared to their organisational size. Due to the high customer demand for body was the
industry always welcomes the new product from big brand and grabs a share in market.
Communication Objective
The communication objective to enhance the customer awareness by the 27% in one
year.
The communication objective of the company Palmolive is not only limited to attract
beauty products with the perspective of active body skin but also would create a fresh degree
of awareness in the eyes of customers. A 27% brand recognition would enhance the
company's sales as well as their market share. This will lead to the improvement of their
profitability within the industry.
Sales Objective
The objective of sales is to enhance the organisational sales by 8% in the target
market within a period of 1 year.
In the today's world, every customer is ready to pay high for the health and beauty
product especially which is related to the skin so the high quality of scrubbing body wash by
Palmolive body wash can increase their sales and will giver super profits to the firm.
Target Market and Positioning
Selection of Target Market
Table One: Possible Target Markets
Millennial's Middle-Aged Parents of young Elderly

Professionals children
Demographic Aspects
Gender: Male & female
Age:20-25
Income: Below 1000-
3000
Occupation: Student,
employees
Social Class: Middle
Education: Bachelor’s
or Master’s degree
Gender: Male &
female
Age: 35-45
Income: 50,000-
60,000
Occupation:
Professional job
Social Class:
Working Class
Education:
Professional degree
Gender: Male &
female
Age: 21-35
Income: 40,000-
65000
Occupation: Private
or public company
employees
Social Class: Working
Class
Education: University
Education
Gender: Male &
female
Age: 60 and above
Income: 30,000-
40,000
Occupation: Retired
Social Class: Non-
working
Education:
School or university
level
Geographic Aspects
Region: Melbourne,
Victoria
Urban/Suburban:
Bustling City-urban area
City Size:
987.4 sq. kms.
4.86 million audience
Region: Sydney,
NSW
Urban/Suburban:
Huge City-urban area
City Size:
12676.8 sq. kms.
5.06 million people
Region: Noosa,
Queensland
Urban/Suburban:
Brisbane is the closest
city where many
parents are from
suburban family.
Region: Gold Coast,
Queensland
Urban/Suburban:
Busy city but is near
to suburban area
City Size:
1505 sq. kms

Climate:
Average temperature
according to season.
(Min. & Max.)
Winter: 8-16 degrees
Summer: 6-28 degrees
Spring: 8-18 degrees
Autumn: 13-22 degrees
State Size: Victoria is
225, 440 sq. kms.
Climate:
Average temperature
January: 20-25
April: 18-28
July: 10-18
October: 11-20
State Size: 800,152
sq. kms. is the New
South Wales.
City Size:
94.1 square kms;
53,129 people
Climate:
Average temperature
January: 26.6
April: 20.5
July: 17.4
October: 22.7
State Size: 1730754
sq. kms. is the
Queensland
695,761 people
Climate:
Average temperature
January: 26.2
April: 19.2
July: 16.5
October: 17.9
State Size: 1730754
sq. kms. is the
Queensland
Psychographic Aspects
Lifestyle: These kind of
customers likes to spend
time with their friends
by enjoying cocktails &
going out for breakfast.
High use of social
media which influences
their lifestyles and their
behaviour.
Motives: Developing a
good career and get
settle in their life soon.
Personality: Bubbly &
friendly with each one,
Making friends
wherever goes.
Lifestyle: Are
oriented towards
work.
Motives: Is to have
high recognition in
society and getting a
higher position in job.
Personality: High
belief in providing
help and dedication to
work.
Lifestyle: Enjoys and
spends a lot of time
with their kids in
grooming their
childhood.
Motives: Saving
money for their kids
and buy property for
them.
Personality:
Passionate about
securing future and
stays with huge
happiness.
Lifestyle: Mostly are
retired person and
spends their time with
partner and family.
Motives: Providing
for her daughter;
managing to see her
friends more;
maintain a healthy
lifestyle.
Personality: Selfless
and care more about
family.
Behavioural Aspects
Volume of Usage:
Generally consumes 1
bottle of body wash in
every 3 weeks.
Benefit Expectations:
Nourished & healthy
Volume of Usage:
Generally, uses 1
bottle per month
Benefit
Expectations:
Healthy skin
Volume of Usage:
Consumes 1 bottle in 2
weeks as the
consumptions are
large in 2 adults and 2
kids.
Volume of Usage:
Uses rarely generally
half or 1 bottle for a
month.
Benefit
Expectations:

and active skin.
Brand Loyalty:
Sensitive with brand
choice and sometimes
switches to the similar
company. Price
Sensitivity: Are not
price sensitive only
prefers quality in it.
Occasion: Daily use
while having bath and
also in evening after
gym or exercise.
Brand Loyalty: Can
easily shift to other
brand if preferred
product is not
available with brand.
Price Sensitivity:
Does not care for
change in price.
Occasion: Morning
use.
Benefit Expectations:
Concerned for more of
skin healthy as this is
related with their kids
too.
Brand Loyalty:
Sensitive towards
brand as they always
prefer good quality for
their kids.
Price Sensitivity:
ready to pay any
amount for good
quality.
Occasion: Use at the
time of shower both
morning & evening
time.
Natural skin with
energy.
Brand Loyalty: Not
concerned for
particular brand.
Price Sensitivity:
Prefers to have low
price body wash.
Occasion: Uses ones
a day.
Table Two: Brand’s Repositioned Target Market
Target Market
Millennial's both males and females
Demographic Aspects Age: 20-25 years
Gender: Male & females both
Race: White
Ethnicity: Australian
Income: 5000-8000 per month
Education: Graduation or Masters
Occupation: Budding entrepreneurs or employees in a private firm
Family Size: Individual or dependent parents
Religion: All
Social class: Middle
Geographic Aspects Region: Melbourne, Victoria
Urban/Suburban: Bustling City-urban area
City Size: 987.4 sq. kms. 4.86 million audience

Climate: Average temperature according to season.
(Min. & Max.)
Winter: 8-16 degrees
Summer: 6-28 degrees
Spring: 8-18 degrees
Autumn: 13-22 degrees
State Size: Victoria is 225, 440 sq. kms.
Psychographic Aspects Lifestyle: These kind of customers likes to spend time with their
friends by enjoying cocktails & going out for breakfast. High use of
social media which influences their lifestyles and their behaviour.
Motives: Developing a good career and get settle in their life soon.
Personality: Bubbly & friendly with each one, Making friends
wherever goes.
Behavioural Aspects Volume of Usage: Generally consumes 1 bottle of body wash in every
3 weeks.
Benefit Expectations: Nourished & healthy and active skin.
Brand Loyalty: Sensitive with brand choice and sometimes switches to
the similar company.
Price Sensitivity: Are not price sensitive only prefers quality in it.
Occasion: Daily use while having bath and also in evening after gym or
exercise.
The chosen repositioned target market aims at developing focus on both males and
female’s aged between 20-25. This target market is significant because the body wash is
being regularly used by the milliners twice a day generally and is increasing day by day. As
Palmolive Body wash repositions its target market & attracts the youth with their
advertisements & the redesigning of product features.
Positioning Strategy
As a part of FMCG market, Palmolive Body wash is presently having a favourable share in
market. Palmolive Body wash is priced low as compared to its competitors, like as Dove & Aveeno. In
respect to quality, Palmolive Body wash is basic as compared to other firms, such as Aesop and The
Body Shop.
There is a presence of numerous differences among the body washes within the industry, but this
refers to different opportunity & ideas which Palmolive Body wash could adopt advantage of the
same with an aim of improvement. The positioning features are mentioned below that display the
ways in which Palmolive Body wash sets its objectives to adjust its market position with providing
high quality premium products.
Positioning Attributes
Table Three: Positioning Attributes

Attribute 1: Additional
ingredients
The company is adding a scrubbing elements along with a regular
body wash in strawberry fragrance. As the strawberry acts as an
anti-inflammatory as well as anti-oxidant for the body which keeps
the skin fresh and saves from fast aging.
Attribute 2: Changing the
packaging
The pump is added to the top of bottle through which it will be easily
used and will be made with high quality of plastic that would last for
long term and will not get cracked.
Attribute 3: More
ecofriendly attributes
The body wash also comprises of some natural process or are
recyclable in nature. This would help to attract more environmental
concern.
Attribute 4: More inclusive
of young consumers
In this, the company will promote its product through different
advertisements such as youth will be considered for the television or
bill boards ads.
POSITIONING MAPS
Marketing Mix Strategies
Product
Current Product
Attributes
New Product
Attributes
Consumer Benefits
Sodium Palm
Kernelate
Strawberry Sodium Palm Kernelate is a feature of palm oil
that is being generally is present in soaps. The
pressure form customers to reduce its mixture

gives rise to body wash and in which Palmolive
is using strawberry instead of it.
Tetra sodium
Etidronate
Honey Tetrasodium Etidronate is utilised as a feature
that “softens” water & works as a preservative.
Instead of this honey which is known as a
natural source to make skin softer is used by
Palmolive.
Methylisothiazol
inone
White Tree Methylisothiazolinone in having a
concentration more than 0.01% which has skin
sensitisation effects. The white tree can be acts
as a great moisturizer for the skin that makes it
active and is not concentrated.
Examples of packaging changes with descriptions of the changes.
Before
After

Price
Internal Pricing Factors
Product differentiation: The product differentiation of Palmolive body
wash posts reposition is high. Initially, there is
presently no other body wash that has a top
lock. Some other body washes permits to leave
the top open without any lock as this involves
push button.
Marketing The marketing objective impacts the product
price that is suitable for the market for which the
customers can pay money.
Costs Costs is required to be focused so to set up a
good brand image and attract large customer
segments.
External Pricing Factors
Pricing Strategies
Nature of the
market & demand
The nature of the body wash industry effects the price decisions of Palmolive
Body wash as it has to place by self in a competitive position. Demand levels is
considered when looking for price level strategy and basis of demand and
supply.