10 STEP  Marketing Plan for  SAFEGUARD SOAP Brian Bejerano February 2011 brianbejerano13.blogspot.com
<ul><li>This 10 Step Marketing Plan is part of the mandatory requirements of  Prof. Remigio Joseph De Ungria’s AGSB market...
<ul><li>Target Market: Families / Household </li></ul><ul><li>NWD: High emphasis on hygiene / bacteria free </li></ul><ul>...
<ul><li>Safeguard – No. 1 anti bacterial soap </li></ul><ul><li>Priced at 20% premium </li></ul><ul><li>Promo: TV ads  </l...
1. Describe the primary target market (PTM)* <ul><li>Demographics (Age range: 5-70, M/F, ABC, Single/Married/Family) </li>...
2. My PTM’s NWD <ul><li>Needs from Maslow’s hierarchy </li></ul><ul><li>Wants determine choice </li></ul><ul><li>Demands f...
Describe your PTM needs Reference: Maslow’s Hierarcy of Needs  Marketing Management, 11 th  ed, Philip Kotler brianbejeran...
2. PTM’s needs, wants & demands  <ul><li>Needs: to be clean and germ free – avoid diseases / safety needs.  </li></ul><ul>...
3a. Direct and indirect products that address my PTM’s NWD <ul><li>Direct Competitors: Bioderm, Dial, Green Cross, etc. </...
3b. Create 2 Positioning Maps <ul><li>1 st  Map:  2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice <...
2x2 competitive position map for Soap Safeguard Palmolive brianbejerano13.blogspot.com Bioderm Green  Cross Dial Pure Esse...
Benefit Positioning vs. Brand Map for Soap as of 2011 Harder to stand out amidst the competitive clutter.  brianbejerano13...
4. Safeguard soap has a strong position in the niche market <ul><li>Safeguard is the only soap in the market that is trust...
5a. Safeguard Soap is still the smallest soap in the house <ul><li>Safeguard has been the traditional market leader in the...
5a. Safeguard Soap is still the smallest soap in the house <ul><li>Safeguard is the smallest soap in the house because it ...
5a. Safeguard Soap is still the smallest soap in the house <ul><li>http://lifestyle.ezinemark.com/safeguard-soap-is-still-...
5b. P&G Philippines’ Sales Grew by Double Digits in 2010 <ul><li>http://www.manilatimes.net/business/pg-philippines%E2%80%...
5c. Safeguard is among the top brands purchased in the non food category in 2008 - present <ul><li>http://business.inquire...
6a. Safeguard and its direct and indirect competitors brianbejerano13.blogspot.com
6b. Product Description <ul><li>Safeguard is the number 1 anti bacterial soap worldwide </li></ul><ul><li>It is designed t...
7. Price brianbejerano13.blogspot.com SM SUPERMARKET SOAP PRICES / SIZES                   BRAND 60G 90G 86G 100G 125G 126...
8a. Which of these modes does your product use? ** Pls. rank most used, 1-highest use <ul><li>Safeguard uses: </li></ul><u...
8a. Safeguard Promotions Video <ul><li>http://www.youtube.com/watch?v=whNcEHnUl38   </li></ul><ul><li>Safeguard Yaman sa K...
8a. Safeguard Commercial <ul><li>http://www.youtube.com/watch?v=aXa6l8_1XyM </li></ul><ul><li>Safeguard 1990s commercial <...
8a. Safeguard Commercial <ul><li>http://www.youtube.com/watch?v=aio3y_ri_qM </li></ul><ul><li>Safeguard commercial focusin...
8b. Green Cross Soap <ul><li>http://www.youtube.com/watch?v=COQ9WZhq3Qg </li></ul><ul><li>Green cross commercial featuring...
9. Place <ul><li>Safeguard is widely distributed nationwide </li></ul><ul><li>It is available in supermarkets, sari-sari s...
10. What is the generic winning strategy? <ul><li>Safeguard is the leader in anti-bacterial soaps </li></ul><ul><li>They d...
SUMMARY brianbejerano13.blogspot.com
<ul><li>Target Market: Families / Household </li></ul><ul><li>NWD: High emphasis on hygiene / bacteria free </li></ul><ul>...
<ul><li>Safeguard – No. 1 anti bacterial soap </li></ul><ul><li>Priced at 20% premium </li></ul><ul><li>Promo: TV ads  </l...
10 STEP  Marketing Plan for  SAFEGUARD SOAP Brian Bejerano February 2011 brianbejerano13.blogspot.com
10 step marketing plan safeguard
10 step marketing plan safeguard
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10 step marketing plan safeguard

  1. 1. 10 STEP Marketing Plan for SAFEGUARD SOAP Brian Bejerano February 2011 brianbejerano13.blogspot.com
  2. 2. <ul><li>This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class. </li></ul><ul><li>The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports. </li></ul><ul><li>When appropriate, data are “masked” so as not to create unexpected conflicts. </li></ul><ul><li>The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. </li></ul>Disclaimer brianbejerano13.blogspot.com
  3. 3. <ul><li>Target Market: Families / Household </li></ul><ul><li>NWD: High emphasis on hygiene / bacteria free </li></ul><ul><li>Competitors: Can choose liquid soap, alcohol, body wash, and other germicidal soap </li></ul><ul><li>Gap: Brands focusing on savings or cleaning </li></ul><ul><li>Market: Anti-Bacterial / Personal Hygiene Market </li></ul>Steps 1 to 5 Summary headline of your PTM and market brianbejerano13.blogspot.com
  4. 4. <ul><li>Safeguard – No. 1 anti bacterial soap </li></ul><ul><li>Priced at 20% premium </li></ul><ul><li>Promo: TV ads </li></ul><ul><li>Place: Nationwide </li></ul><ul><li>Generic Winning Strategy of Mix: Niche Market approach </li></ul>Steps 6 to 10 Summary headline of the marketing mix & strategy brianbejerano13.blogspot.com
  5. 5. 1. Describe the primary target market (PTM)* <ul><li>Demographics (Age range: 5-70, M/F, ABC, Single/Married/Family) </li></ul><ul><li>Lifestyle (Active individuals who are particular to personal hygiene) </li></ul><ul><li>Behavior (consumed everyday, cost-dependent on size, every hour, germ free concern) </li></ul><ul><li>*Exclusion of a certain demographic group in PTM does not mean they do not buy the product. Some do buy, but majority don’t which is why limited marketing resources are best focused on PTM </li></ul>brianbejerano13.blogspot.com
  6. 6. 2. My PTM’s NWD <ul><li>Needs from Maslow’s hierarchy </li></ul><ul><li>Wants determine choice </li></ul><ul><li>Demands for them to buy the product </li></ul>brianbejerano13.blogspot.com
  7. 7. Describe your PTM needs Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler brianbejerano13.blogspot.com Germ Free Cleanliness
  8. 8. 2. PTM’s needs, wants & demands <ul><li>Needs: to be clean and germ free – avoid diseases / safety needs. </li></ul><ul><li>Wants: to smell good, germ free, and feel fresh </li></ul><ul><li>Demands: 24 hour germ protection </li></ul><ul><li>** for needs, wants & demands, underline the top 1or 2 variables that are most important to the PTM </li></ul>brianbejerano13.blogspot.com
  9. 9. 3a. Direct and indirect products that address my PTM’s NWD <ul><li>Direct Competitors: Bioderm, Dial, Green Cross, etc. </li></ul><ul><li>Indirect Competitors: body wash, alcohol, sanitizers, beauty soaps </li></ul><ul><li>Variables: health, hygiene, price, benefits, purpose </li></ul>brianbejerano13.blogspot.com
  10. 10. 3b. Create 2 Positioning Maps <ul><li>1 st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice </li></ul><ul><li>This 1 st Map should allow differentiation/ non-clustering of the direct competitors </li></ul><ul><ul><li>Example: Price vs. Age </li></ul></ul><ul><ul><ul><li>Size of bubbles= represent relative market shares of the brands </li></ul></ul></ul><ul><li>2 nd Map : Functional Benefit vs. Brands/ Variants </li></ul>brianbejerano13.blogspot.com
  11. 11. 2x2 competitive position map for Soap Safeguard Palmolive brianbejerano13.blogspot.com Bioderm Green Cross Dial Pure Essentials Vaseline   Price versus Utilization Matrix     Anti Bacterial All Around High Price     Low Price    
  12. 12. Benefit Positioning vs. Brand Map for Soap as of 2011 Harder to stand out amidst the competitive clutter. brianbejerano13.blogspot.com brianbejerano13.blogspot.com   Safeguard Green Cross Bioderm Dial Pure Essentials Palmolive Vaseline Anti-Bacterial               Prevents Skin Infection               24 Hour Protection               Everyday Soap               Best for Wounds               Removes Body Odor               Moisturizing               Affordable              
  13. 13. 4. Safeguard soap has a strong position in the niche market <ul><li>Safeguard is the only soap in the market that is trusted by doctors (PAMET), kills germs that cause body odor and skin infections, provides superior skin germ protection in a long period of time. </li></ul><ul><li>No other soap brand has the same or similar position as safeguard soap. </li></ul><ul><li>Safeguard is the market leader in personal hygiene for the whole family. </li></ul>brianbejerano13.blogspot.com
  14. 14. 5a. Safeguard Soap is still the smallest soap in the house <ul><li>Safeguard has been the traditional market leader in the personal care category </li></ul><ul><li>At it’s peak, safeguard had 50% to 60% market share of the total Philippine personal care category </li></ul><ul><li>Many have tried to pull safeguard down but safeguard is still the market leader </li></ul>brianbejerano13.blogspot.com
  15. 15. 5a. Safeguard Soap is still the smallest soap in the house <ul><li>Safeguard is the smallest soap in the house because it was a soap that worked for everyone </li></ul><ul><li>Adults and parents use it because they needed a strong deodorant soap </li></ul><ul><li>Teenagers use it to fight acne </li></ul><ul><li>Children use it to remove dirt </li></ul><ul><li>Toddlers use it to fight germs </li></ul>brianbejerano13.blogspot.com
  16. 16. 5a. Safeguard Soap is still the smallest soap in the house <ul><li>http://lifestyle.ezinemark.com/safeguard-soap-is-still-the-smallest-soap-in-the-house-16ce0f6cd53.html </li></ul><ul><li>http://the-wawam-file.blogspot.com/2008/04/safeguard-soap-under-attack-start-of.html </li></ul>brianbejerano13.blogspot.com
  17. 17. 5b. P&G Philippines’ Sales Grew by Double Digits in 2010 <ul><li>http://www.manilatimes.net/business/pg-philippines%E2%80%99-sales-grew-by-double-digits-in-2010/ </li></ul><ul><li>THE Philippine subsidiary of Procter & Gamble (P&G) said it posted record sales last year. In a telephone interview on Friday, Anama Dimapilis, P&G Philippines public relations manager, said the company’s sales last year were the highest in terms of volume and value. While declining to disclose figures, Dimapilis said sales in 2010—during which P&G Philippines celebrated its 75th anniversary—grew by double digits and accelerated from 2009. She said all product categories contributed to last year’s sales increase. “Last year, we’ve seen broad-based growth, [unlike] before [when] we would see more sporadic growth across different categories,” the executive said. In a statement, P&G Philippines said it was cited for its contributions to the parent company’s 6-percent sales volume increase during the fourth quarter of last year. Developing regions in Asia and Europe “were seen as key contributors” to P&G’s global sales growth in the last quarter of 2010 “as developing markets displayed double-digit or high single-digit growth across all product categories,” the company said. P&G Philippines was among the top sellers of feminine hygiene, hair care, home care and skin care products. “I am very optimistic about the continued growth of developing markets, especially the Philippines. Though P&G Philippines is the company’s first operations in the Far East, constant innovation has allowed us to continue expanding market shares, helping P&G to fulfill its global mission of touching and improving more lives, more completely,” said Robert McDonald, P&G chairman, president and chief executive officer. Among the company’s brands are Ariel, Downy, Gillette, Head & Shoulders, Joy, Mr. Clean, Olay, Old Spice, Pampers, Pantene, Pringles, Rejoice, Safeguard, Tide, Vicks, Whisper and Zest. -Ben Arnold O. De Vera </li></ul>brianbejerano13.blogspot.com
  18. 18. 5c. Safeguard is among the top brands purchased in the non food category in 2008 - present <ul><li>http://business.inquirer.net/money/topstories/view/20080127-115169/I-know-what-you-bought-last-year </li></ul>brianbejerano13.blogspot.com
  19. 19. 6a. Safeguard and its direct and indirect competitors brianbejerano13.blogspot.com
  20. 20. 6b. Product Description <ul><li>Safeguard is the number 1 anti bacterial soap worldwide </li></ul><ul><li>It is designed to provide excellent germ protection for the whole family </li></ul><ul><li>Manufactured by Proctor & Gamble </li></ul><ul><li>Contains Triclocarban (1.2%), a proven antibacterial agent that is able to eliminate up to 99% of bacteria on skin </li></ul><ul><li>Safeguard is a superior deodorant soap </li></ul><ul><li>Various sizes: 60g, 90g, 135g, 180g </li></ul><ul><li>Sold in the United States, Canada, Egypt, China, and the Philippines </li></ul>brianbejerano13.blogspot.com
  21. 21. 7. Price brianbejerano13.blogspot.com SM SUPERMARKET SOAP PRICES / SIZES                   BRAND 60G 90G 86G 100G 125G 126G 135G 180G SAFEGUARD 13.75 22.75         32.75 35 GREEN CROSS 13.75     22.75     31.75   BIODERM   19.75         29.75   DIAL IN OZ. ONLY               PURE ESSENTIALS 14.75           32.75   VASELINE 12.75   21.75   30.75       PALMOLIVE UNAVAILABLE              
  22. 22. 8a. Which of these modes does your product use? ** Pls. rank most used, 1-highest use <ul><li>Safeguard uses: </li></ul><ul><ul><li>Mass: </li></ul></ul><ul><ul><ul><li>1 advertising </li></ul></ul></ul><ul><ul><ul><li>2 events and experiences </li></ul></ul></ul><ul><ul><ul><li>3 sales promotion </li></ul></ul></ul><ul><ul><ul><li>4 public relations </li></ul></ul></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><ul><li>1 Word of Mouth </li></ul></ul></ul>brianbejerano13.blogspot.com
  23. 23. 8a. Safeguard Promotions Video <ul><li>http://www.youtube.com/watch?v=whNcEHnUl38 </li></ul><ul><li>Safeguard Yaman sa Kalusugan Promo </li></ul><ul><li>The commercial gives people an idea that health and hygiene should come first </li></ul>brianbejerano13.blogspot.com
  24. 24. 8a. Safeguard Commercial <ul><li>http://www.youtube.com/watch?v=aXa6l8_1XyM </li></ul><ul><li>Safeguard 1990s commercial </li></ul>brianbejerano13.blogspot.com
  25. 25. 8a. Safeguard Commercial <ul><li>http://www.youtube.com/watch?v=aio3y_ri_qM </li></ul><ul><li>Safeguard commercial focusing on toddlers </li></ul><ul><li>***Safeguard commercials focuses on the importance of family health and hygiene. It also focuses on additional savings for its consumers. </li></ul>brianbejerano13.blogspot.com
  26. 26. 8b. Green Cross Soap <ul><li>http://www.youtube.com/watch?v=COQ9WZhq3Qg </li></ul><ul><li>Green cross commercial featuring Maricel Soriano </li></ul><ul><li>*Green Cross commercials reiterates on their alcohol product’s ability to kill germs </li></ul>brianbejerano13.blogspot.com
  27. 27. 9. Place <ul><li>Safeguard is widely distributed nationwide </li></ul><ul><li>It is available in supermarkets, sari-sari stores, convenience stores, drugstores, retail outlets, malls, beauty shops, etc. </li></ul>
  28. 28. 10. What is the generic winning strategy? <ul><li>Safeguard is the leader in anti-bacterial soaps </li></ul><ul><li>They dominate the niche market on personal care or hygiene </li></ul><ul><li>They are the preferred brand of soap of households / families </li></ul><ul><li>Safeguard benefits from the distribution leverage of Proctor & Gamble </li></ul>brianbejerano13.blogspot.com
  29. 29. SUMMARY brianbejerano13.blogspot.com
  30. 30. <ul><li>Target Market: Families / Household </li></ul><ul><li>NWD: High emphasis on hygiene / bacteria free </li></ul><ul><li>Competitors: Can choose liquid soap, alcohol, body wash, and other germicidal soap </li></ul><ul><li>Gap: Brands focusing on savings or cleaning </li></ul><ul><li>Market: Anti-Bacterial / Personal Hygiene Market </li></ul>Steps 1 to 5 Summary headline of your PTM and market brianbejerano13.blogspot.com
  31. 31. <ul><li>Safeguard – No. 1 anti bacterial soap </li></ul><ul><li>Priced at 20% premium </li></ul><ul><li>Promo: TV ads </li></ul><ul><li>Place: Nationwide </li></ul><ul><li>Generic Winning Strategy of Mix: Niche Market approach </li></ul>Steps 6 to 10 Summary headline of the marketing mix & strategy brianbejerano13.blogspot.com
  32. 32. 10 STEP Marketing Plan for SAFEGUARD SOAP Brian Bejerano February 2011 brianbejerano13.blogspot.com
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