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19 hilarioanne 10 Step Marketing Plan
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19 hilarioanne 10 Step Marketing Plan



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  • 1. Marketing Plan for Carefree Anne Hilario 08June13
  • 2. Daily Freshness for the Women andTeens...
  • 3. Carefree’s primary target market are women who wants to have that everyday panty fresh feeling. • 13 - 50 yo Class AB and C • Teens / Women (students, working, professionals, moms, sisters) • Teens / Women who loves outdoor activities, who are active, who spend most of their time outside their homes. • Teens / Women who prefer to use a super thin pad on the light flow of their period.
  • 4. Needs,Wants & Demand • Women need to feel clean, fresh, and dry to be confident in every activity that they do. • Women prefer to use carefree due to its dry & odor control capability, trusted brand, packaging, color, and promise of Fresh feeling everyday. • Women demand comfort and dry feeling everyday.
  • 5. Competitors
  • 6. Product benefit positioning “Only Carefree, the #1 liner, gives you that everyday fresh panty feeling” • Carefree® Breathable gives you daily breathable comfort in a thicker liner. • Carefree® Healthy Fresh has tea tree extracts for unbeatable 8-hour odor control. • Carefree® Barely There™ is made of a cloth-like cover that you'll think it's part of your underwear. • Carefree® Super Dry gives you extra protection from wetness on heavy discharge days. • Carefree® Super Dry Longs has 20% extra coverage for maximum confidence. • Acti-Fresh™ liners provide 2x more breathability and quickly absorbs 3x more fluid than regular ultra thin liners
  • 7. CarefreeVariants
  • 8. Differentiation from competitor • Carefree is the only liner with Odor Control that gives Instant Freshness for up to 6 hours
  • 9. Addressable market Despite the competitor's strategy on recruitment by addressing price barrier, penetration still holds low percentage at 66% and there is still room to further grow the Category.
  • 10. Carefree Market size Carefree remains to be the dominant market leader in the growing Liner Category at 46% Market share. 5% 6% 27% 16% 46% LinersMarketShare
  • 11. BTL efforts Total Women’s Health Category Management
  • 12. BTL Efforts
  • 13. Campaigns & Events http://www.youtube.com/watch?v=KT99FQxChsY
  • 14. Competitor efforts top 2 only • Lower Pricing • Aggressive TVC’s
  • 15. Carefree Distribution Channels • Supermarket • Groceries • Drugstores • Sari-sari Stores • Department Stores
  • 16. Challenges for carefree moving forward • Liner usage still holds low penetration rate at 66%, moreso, a lower percentage of everyday usage since women especially teens still use liners only on their pre/post menstrual period. Awareness and relevance of everyday usage still holds a big opportunity. • Carefree being the market leader, can address these barriers via effective TVC and in store merchanidisng.
  • 17. Reference • http://www.corinthian.co.id/products/detail/2010-07.pdf • http://www.carefreeliners.com/faqs • https://www.facebook.com/CarefreePH