10 STEP  Marketing Plan for SAFEGUARD Bea Pacheco February 2010
5 Steps for Part 1  (PTM and Positioning) <ul><li>Safeguard PTM are the whole family, focusing on children </li></ul><ul><...
5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>6.  Safeguard Pure White Family Skin Germ Protection Soap  </li></ul...
Positioning to the  Primary Target Market Part 1: Steps 1 to 5
1.Safeguard primary target market (PTM) are families <ul><li>Demographics (5-14, M/F, class ABC, Filipino families in gene...
2a. Maslow’s Hierarchy of Needs I want to feel fresh all the time I want to be clean
2b. Safeguard PTM’s Needs, Wants, Expectations <ul><li>Caters to the whole family, especially to the kids: </li></ul><ul><...
3a. Safeguard has several competitors <ul><li>Direct: Green Cross, Johnson’s Pure Essentials, Bioderm, Dial, Irish Spring,...
3b. Safeguard is high in price but comes relatively with high skin germ protection
3c. Competitive map showing Safeguard’s positioning Focus is on providing excellent quality and benefits to its market.
4. Safeguard maintains its strong position in a niche market <ul><li>Safeguard is the only anti-bacterial soap in the mark...
5a. Personal Hygiene market is growing continuously SOURCE: DATAMONITOR report on Personal Hygiene in the Philippines to 2...
5b. Health is Wealth SOURCE: http://business.inquirer.net/money/features/view/20100107-246055/Marketing-trends-to-watch-ou...
5c. Safeguard is among the top brands purchased.
5d. Safeguard Market <ul><li>In 2007, P&G Philippines recorded about P30 billion in sales (with  Pampers accounting for P3...
The Marketing Mix Strategy Part 2: Steps 6 to 10
6a. Personal Care (Soap) Market in the Philippines
6b. Product Description <ul><li>Skin germ protection soap that promotes family health </li></ul><ul><li>Key active ingredi...
7. Safeguard is priced 20% premium compared to its competitors Safeguard maintains its premium pricing strategy as it cont...
8a. Safeguard Commercial - 90s
8b. Safeguard Commercial
8c. Safeguard Commercial - 2009
8d. Green Cross Launch Commercial - 2005
8e. Comparison of Promotion strategy <ul><li>Safeguard commercials effectively relays the importance of family health, esp...
8f. Other Promotions <ul><li>Safeguard is actively involved in promoting health advocacies to the public. </li></ul><ul><u...
9. Safeguard is widely distributed nationwide <ul><li>With Procter & Gamble’s strong supply and distribution, Safeguard is...
10. Safeguard is the market leader <ul><li>Safeguard should continue to dominate its presence in the niche market on perso...
SUMMARY
5 Steps for Part 1  (PTM and Positioning) <ul><li>Safeguard PTM are the whole family, focusing on children </li></ul><ul><...
5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>6.  Safeguard Pure White Family Skin Germ Protection Soap  </li></ul...
10 STEP  Marketing Plan for SAFEGUARD Bea Pacheco February 2010
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V47 Bea Pacheco Product Mktg Plan

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V47 Bea Pacheco Product Mktg Plan

  1. 1. 10 STEP Marketing Plan for SAFEGUARD Bea Pacheco February 2010
  2. 2. 5 Steps for Part 1 (PTM and Positioning) <ul><li>Safeguard PTM are the whole family, focusing on children </li></ul><ul><li>Who value personal hygiene </li></ul><ul><li>Can choose Green Cross, etc.. </li></ul><ul><li>Other brands focus on savings </li></ul><ul><li>Soap category is 61.3% of </li></ul><ul><li>the personal hygiene market. </li></ul>
  3. 3. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>6. Safeguard Pure White Family Skin Germ Protection Soap </li></ul><ul><li>7. Priced at 20% premium </li></ul><ul><li>8. Uses TV commercials and events </li></ul><ul><li>9. Is distributed nationwide </li></ul><ul><li>10. Continue to increase market </li></ul><ul><li>share by providing savings </li></ul>
  4. 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  5. 5. 1.Safeguard primary target market (PTM) are families <ul><li>Demographics (5-14, M/F, class ABC, Filipino families in general) </li></ul><ul><li>Lifestyle (active kids and teens, smell great and free from bacteria) </li></ul><ul><li>Behavior (cleanliness, fresh scent, protection from germs, daily) </li></ul>
  6. 6. 2a. Maslow’s Hierarchy of Needs I want to feel fresh all the time I want to be clean
  7. 7. 2b. Safeguard PTM’s Needs, Wants, Expectations <ul><li>Caters to the whole family, especially to the kids: </li></ul><ul><li>Need to be clean (importance of personal hygiene) </li></ul><ul><li>Who want to smell good and feel fresh all the time (Self-Esteem) </li></ul><ul><li>Expectations from using Safeguard: 24-hour skin germ protection, leads to more confidence given their active lifestyle </li></ul>
  8. 8. 3a. Safeguard has several competitors <ul><li>Direct: Green Cross, Johnson’s Pure Essentials, Bioderm, Dial, Irish Spring, etc. </li></ul><ul><li>Indirect: Beauty soaps (Dove, Palmolive, etc.), medicated soaps, body wash, hand sanitizers </li></ul><ul><li>Variables: Price, Age, Benefits, Availability, Frequency of Use, Purpose </li></ul>
  9. 9. 3b. Safeguard is high in price but comes relatively with high skin germ protection
  10. 10. 3c. Competitive map showing Safeguard’s positioning Focus is on providing excellent quality and benefits to its market.
  11. 11. 4. Safeguard maintains its strong position in a niche market <ul><li>Safeguard is the only anti-bacterial soap in the market that: </li></ul><ul><ul><li>effectively removes skin germs that may cause skin infection or body odor </li></ul></ul><ul><ul><li>provides superior excellent skin germ protection for the whole family. </li></ul></ul><ul><ul><li>accredited by the PHILIPPINE ASSOCIATION OF MEDICAL TECHNOLOGIST (PAMET) </li></ul></ul><ul><li>Market leader in personal hygiene category. </li></ul>
  12. 12. 5a. Personal Hygiene market is growing continuously SOURCE: DATAMONITOR report on Personal Hygiene in the Philippines to 2013. http://www.marketresearch.com/product/display.asp?productid=2470435&xs=r <ul><li>The market for personal hygiene in the Philippines increased at a compound annual growth rate of 5.3% between 2003 and 2008. </li></ul><ul><li>The Soap category led the personal hygiene market in the Philippines, accounting for a share of 61.3% </li></ul><ul><li>Leading players in the Philippine personal hygiene market include Procter & Gamble, Johnson & Johnson and Colgate-Palmolive. </li></ul>
  13. 13. 5b. Health is Wealth SOURCE: http://business.inquirer.net/money/features/view/20100107-246055/Marketing-trends-to-watch-out-for-in-2010
  14. 14. 5c. Safeguard is among the top brands purchased.
  15. 15. 5d. Safeguard Market <ul><li>In 2007, P&G Philippines recorded about P30 billion in sales (with Pampers accounting for P3 billion) </li></ul><ul><li>In P&G’s 2008 annual report, the following allocation is distinguished between its segments. </li></ul>SOURCE: (1) http://www.scribd.com/doc/5892225/PG-2008-Annual-Report and (2) http://news.abs-cbn.com/business/01/19/10/pg-take-advantage-2010-recovery
  16. 16. The Marketing Mix Strategy Part 2: Steps 6 to 10
  17. 17. 6a. Personal Care (Soap) Market in the Philippines
  18. 18. 6b. Product Description <ul><li>Skin germ protection soap that promotes family health </li></ul><ul><li>Key active ingredient: TRICLOCARBAN </li></ul><ul><li>Accepted by PAMET </li></ul><ul><li>Manufactured by Procter & Gamble </li></ul><ul><li>Introduced in 1966 (first in local market) </li></ul><ul><li>Various sizes: 60g, 90g, 135g & 180g </li></ul><ul><li>Variants: Pure White, Classic Beige, Menthol, Fresh Green, Floral Pink, Deocologne, Professional Care </li></ul>
  19. 19. 7. Safeguard is priced 20% premium compared to its competitors Safeguard maintains its premium pricing strategy as it continues to dominate its target market. It now has 3-pid value packs to better reach its market.
  20. 20. 8a. Safeguard Commercial - 90s
  21. 21. 8b. Safeguard Commercial
  22. 22. 8c. Safeguard Commercial - 2009
  23. 23. 8d. Green Cross Launch Commercial - 2005
  24. 24. 8e. Comparison of Promotion strategy <ul><li>Safeguard commercials effectively relays the importance of family health, esp. for the kids, as germs can easily spread anywhere. </li></ul><ul><li>The Green Cross commercial banks on the existing reputation of its well-known alcohol product to relay the message of germ protection. </li></ul><ul><li>For 2009, Safeguard focuses on the additional savings for the family if proper prevention of sickness is done. </li></ul>
  25. 25. 8f. Other Promotions <ul><li>Safeguard is actively involved in promoting health advocacies to the public. </li></ul><ul><ul><li>Global Handwashing Day (2008) </li></ul></ul><ul><ul><li>Protect 5 Handwashing program </li></ul></ul><ul><ul><li>Partnering with DOH, DepEd, </li></ul></ul><ul><ul><li>UNICEF, and NGOs </li></ul></ul>
  26. 26. 9. Safeguard is widely distributed nationwide <ul><li>With Procter & Gamble’s strong supply and distribution, Safeguard is conveniently available. </li></ul><ul><ul><li>Supermarkets, malls, personal care stores, drugstores, 24-hr convenience stores, sari-sari stores </li></ul></ul><ul><ul><li>Nationwide </li></ul></ul>
  27. 27. 10. Safeguard is the market leader <ul><li>Safeguard should continue to dominate its presence in the niche market on personal care/hygiene. </li></ul><ul><li>Can increase its market share by providing consumers a form of savings. (3-pid value pack) </li></ul>
  28. 28. SUMMARY
  29. 29. 5 Steps for Part 1 (PTM and Positioning) <ul><li>Safeguard PTM are the whole family, focusing on children </li></ul><ul><li>Who value personal hygiene </li></ul><ul><li>Can choose Green Cross, etc.. </li></ul><ul><li>Other brands focus on savings </li></ul><ul><li>Soap category is 61.3% of </li></ul><ul><li>the personal hygiene market . </li></ul>
  30. 30. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>6. Safeguard Pure White Family Skin Germ Protection Soap </li></ul><ul><li>7. Priced at 20% premium </li></ul><ul><li>8. Uses TV commercials and events </li></ul><ul><li>9. Is distributed nationwide </li></ul><ul><li>10. Continue to increase market </li></ul><ul><li>share by providing savings </li></ul>
  31. 31. 10 STEP Marketing Plan for SAFEGUARD Bea Pacheco February 2010
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