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
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
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.
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.
5b. Health is Wealth SOURCE: http://business.inquirer.net/money/features/view/20100107-246055/Marketing-trends-to-watch-out-for-in-2010
5c. Safeguard is among the top brands purchased.
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
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.