10 STEP Marketing Plan for facial care center’sLaserlight Underarm Hair Removal

Ronald M. Macapinlac ASMPH 2012

18 January 2011

Product: Laser light underarm hair removal

The advertisement appeared last 17 January 2011 on Monday at the Philippine Daily Inquirer,

page A3

5 Steps for Part 1 (PTM and Positioning)

• PTM: Women with active and busy lifestyle• Most women are obsessed with their underarms• Women who want to stop shaving and waxing

which are time-consuming and painful• Shaving arm makes underarms rough and ugly• Little time investment for a lifetime reward• Women want smooth, whiter, hair-free underarms

5 Steps for Part 1 (PTM and Positioning)

• No more stubbles and chicken skin with this laserlight underarm hair removal

• Smooth and hair-free skin for a lifetime• Gap: Service that offers lifetime reward• Market potential: no data

5 Steps for Part 1 (Marketing Mix and Strategy)

• Laserlight offers a new year’s resolution for womeno To stop shaving for good

• 50% discount on underarm permanent hair removal

• Print ads, website, call center• Branches all over the Metro• For women with active and busy lifestyle

5 Steps for Part 1 (Marketing Mix and Strategy)

• Laserlight offers a new year’s resolution for womeno To stop shaving for good

• 50% discount on underarm permanent hair removal

• Incredibly smooth skino No more ingrown hair or chicken skin

• White and hair-free skin from year 2011 and the years to follow

Positioning to the Primary Target Market

• Part 1: o Steps 1 to 5

1. Laserlight’s PTM are

• Demographics: no specific data but based from the ad, it targets working class women

• Lifestyle: active and busy• Behavior: women who wants to avoid

the painful and time-consuming steps in shaving and waxing their underarms

2. Target market’s NWE

• Needs:o an hair-free underarms

• Wantso An alternative to waxing and shaving

• Expectationso Lifetime rewards with a little time investment

Having confidence with hair-free underarms

3a. Competitors

• Directo Beauty salons, other beauty clinics such as Calayan’s,

Belo Medical Clinic, Waxing Salon, other clinics offering alternative methods of hair removal such as IPL and electrolysis

• Indirecto Cream and wax strips

• Variableso Age, time, income, accessibility, price, testimonials

3b. Competitive Position Map

• Price versus rewards• Time versus rewards

4. Closing the gap

• Underarm permanent hair removal

5. Market size estimation

• No data given

The Marketing Mix Strategy

• Part 2: o Steps 6 to 10

6a. Other major players

• Belo Medical Clinic• Calayan Aesthetic Center

6b. Product description

• Facial care center is known for modern skin innovations and for exceptional service.

• Laserlight is an alternative method to shaving; it offers permanent underarm hair removal.

7&8a. Rates/price/promo

• No price given• 50% discount

price upon enrollment from January 17-22, 2011

• Print ads, website, call center

8b. Competitors’ promo

9. Place

10. Generic winning strategy

• PTM: Women with active and busy lifestyle• Most women are obsessed with their

underarms• Shaving and waxing which are time-

consuming and painful• Little time investment for a lifetime reward• Discount price, call centers, ads, websites,

testimonials

Summary

1.PTM are women with active and busy lifestyle.

2.Gap is woman wants underarm permanent hair removal method.

3.Laserlight method offers lifetime benefit with little time investment.

4.Branches available all over the Metro.

Summary

1.50% discount promo upon enrollment2.Call centers, print ads, discount promos

as strategies

10 STEP Marketing Plan for facial care center’sLaserlight Underarm Hair Removal

Ronald M. Macapinlac ASMPH 2012

18 January 2011