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V47 Bea Pacheco Product Mktg Plan

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

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