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PHCare Feminine Wipes 10 Step Marketing Plan
 

PHCare Feminine Wipes 10 Step Marketing Plan

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FieryMuse 10 Step Marketing Plan for PHCare Feminine Wipes.

FieryMuse 10 Step Marketing Plan for PHCare Feminine Wipes.

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    PHCare Feminine Wipes 10 Step Marketing Plan PHCare Feminine Wipes 10 Step Marketing Plan Presentation Transcript

    • The 10 Step Marketing Plan for PHCare Feminine Wipes Vida Antoniette M. Cuaresma November 2012http://www.linkedin.com/in/vidaantoniettemcuaresmahttp://fierymusesparks.blogspot.com/
    • DISCLAIMERThis 10 Step Marketing Plan is part of the mandatoryrequirements of Prof. Remigio Joseph De Ungria’s AGSBMarketing Management class.The data included in this report are based on publiclyavailable data such as those on internet websites, news,package declarations, public reports. When appropriate,data are “masked” so as not to create unexpected conflicts.The reports are posted and linked on blogs and socialnetworks such as Slideshare, Twitter, and Facebook sothat there is easier sharing among students from differentmarketing classes.
    • Steps 1-5. PTM & Market1. Target Market: For women who are within the Adolescent and Young Adult age group (15-24) who need gentle and instant freshness on-the-go.2. NWD: Need instant freshness in their feminine regions, Want to feel cool and clean on-the go, Demand pH- Balance at low cost.3. Competitor: Lactacyd Intimate Wipes or Charmee Feminine Wipes4. Gap: Low Cost, Cool Image, Dare to Go5. Market: The Philippine Demographics profile of 2010 states that the is approximately 7.5 million women within the specified age group.
    • Steps 6-10. Mix & Strategy6. Product: PHCare Feminine Wipes in either Passionate Bloom or Cool Wind.7. Price: PhP41/pack (10 sheets/pack)8. Promo: TV, Radio, Newspaper Advertisements, Social Networks, Internet, Special Events9. Place: Nationwide, supermarkets, grocery stores, convenience stores, department stores, pharmacies10.Strategy: Low cost, Distribution Channels, Cool Image/Niche
    • Step 1. PHCare Feminine Wipes’ Primary Target Market (PTM) are Females in their Teens to Young Adulthood. • Demographics: Adolescents 15-19, Young Adult 20-24 • Lifestyle: Daring women who are on-the-go and in need of instant freshness. • Behavior: Gentle, light scented, and made for regular usage (every bathroom break)http://psychology.about.com/library/bl_psychosocial_summary.htm
    • Maslow’s Hierarchy of NeedsI’m “in” and “cool” when I use this.My friends are using it, I should too!I need to be clean! Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler 6
    • Step 2. PHCare Feminine Wipes’ PTM’s Needs, Wants, and Demands. • Needs: • Physiological: Cleanliness Importance of personal hygiene • Social: Belongingness Importance of being part of a group, in-crowd • Esteem: Recognition Importance of being recognized as a developing female who has unique needs http://www.wpro.who.int/topics/adolescent_health/philippines_fs.pdf http://journals.upd.edu.ph/index.php/pssr/article/viewFile/1283/1620http://hhd.csun.edu/hillwilliams/438%20Spring%202010/documents/WeknowsomethingsParentadolescentrelationshipsinretrospectandprospe
    • Step 2. PHCare Feminine Wipes’ PTM’s Needs, Wants, and Demands. • Wants: • Physiological: Cleanliness Wants to feel clean and be clean all the time, and on-the-go. • Social: Belongingness Wants to be part of the in-crowd, to belong. • Esteem: Recognition Wants to be seen as a cool and daring female. http://www.wpro.who.int/topics/adolescent_health/philippines_fs.pdf http://journals.upd.edu.ph/index.php/pssr/article/viewFile/1283/1620http://hhd.csun.edu/hillwilliams/438%20Spring%202010/documents/WeknowsomethingsParentadolescentrelationshipsinretrospectandprospe
    • Step 2. PHCare Feminine Wipes’ PTM’s Needs, Wants, and Demands. • Demands: • To have instant freshness, to be part of the in- crowd, to be seen as daring and cool --- all at an affordably low price. http://www.wpro.who.int/topics/adolescent_health/philippines_fs.pdf http://journals.upd.edu.ph/index.php/pssr/article/viewFile/1283/1620http://hhd.csun.edu/hillwilliams/438%20Spring%202010/documents/WeknowsomethingsParentadolescentrelationshipsinretrospectandprospe
    • Step 3a. PHCare Feminine Wipes’competition• Direct Competitors: Other Feminine Wipes • Lactacyd Intimate Wipes • Charmee Feminine Wipes
    • Step 3a. PHCare Feminine Wipes’competition• Indirect Competitors: Other cleaning tools • Sanitary Wipes (e.g., Wet Ones) • Soap and Water • Tissue
    • Step 3a. PHCare Feminine Wipes’competition• Variables • Price • Age • Availability • Specific Use • Health and Benefits • Usage (frequency and purpose) • Brand • Peers • Upbringing
    • Step 3b. PHCare Feminine Wipes’Positioning Map Price/Age 15-19 20-24 25-40+ High Price LACTACYD PHCare Low Price Charmee• Price and Age Matrix: Current economy requires practicality and thriftiness across all age groups.
    • Step 3b. PHCare Feminine Wipes’ Unique Positioning Map Brand PHCare Lactacyd CharmeePH-balancedAlcohol FreeHypoallergenicClinically Tested/SafeExtra Cooling FreshnessVariantsMade By (Branded)Gentle CleansingDaily UseConvenient, on-the-goLong Lasting protection • Benefit and Positioning: All focuses on freshness on-the-go!
    • Step 4. PHCare Feminine Wipes’ Fills the Gaps • PHCare Feminine Wipes focuses on the niche market-AYA (Adolescents-Young Adults) • Boosts Image [“Daring”] at a Low Price • Backed by the Unilab namehttp://www.unilab.com.ph/corporate/getting-to-know-our-company/
    • Step 5. PHCare in the Market• PHCare (in general) overtook Lactacyd as the market leader for feminine hygiene in 2004. http://www.dlsu.edu.ph/research/centers/cberd/pdf/bus_focus/Creative_Marketing.PDF• Unilab is the biggest pharmaceutical company in the Philippines with a 20%+ market share for the past 3 decades. http://www.unilab.com.ph/corporate/getting-to-know-our-company/
    • Step 5. PHCare in the Market• Unilab focuses on providing affordable products http://growinginclusivemarkets.org/media/cases/Philippines_RiteMed_2008.pdf• Usage Statistics: http://www.nscb.gov.ph/secstat/d_popn.asp If approximately 7,546,353 AYA (Adolescents-Young Adult) Females based on 2010 statistics would use 1 pack of wipes per day (PhP41.00/pack) – annual use of feminine wipes market would be PhP112,931,172,645.
    • Step 6a. Feminine Wipes
    • Step 6b. Product Description • Features and Specifications: – Mildly scented to keep you feeling fresh and clean – pH-balanced – Alcohol free – Hypoallergenic – Clinically Tested – With ActiveCool for extra cool freshnesshttp://www.unilab.com.ph/consumers/products/ph-care-feminine-wipes-cool-wind-feminine-wipes/
    • Step 7. Price Price PHCARE LACTACYD CHARMEE Travel Pack (10 PHP41.00 PHP53.00 PHP30.00 wipes/pack)• PHCare is in the middle range according to the pricing of feminine wipes. It is 23% cheaper than it’s closest competitor, Lactacyd; but the cost against new comer Charmee is 27% higher.
    • Step 8a. Promotions Strategy: Mass STRATEGY RANK Sales Promotion 4 Advertising 2 Public Relations 3 Events and 1 Experiences
    • Step 8a. Promotions Strategy: Personal STRATEGY RANK Direct Marketing 3 Interactive 1 Marketing Personal Selling 4 Word of Mouth 2
    • Step 8a. Sample Promotion: PHCare Feminine Wipes for the Girl on the Gohttps://www.facebook.com/notes/unilab/ph-care-feminine-wipes-girl-on-the-go-fb-contest/141471589228777
    • Step 8a. Sample Promotion: PHCareCool Dare http://www.phcare.com.ph/
    • Step 8a. Sample Promotion: BloggerPromo
    • Step 8b. Competitor Promotions :Lactacyd Intimate Wipes• The strongest competitor of PHCare which is Lactacyd Feminine Wipes don’t seem to have any searchable local promotions. It seems to have banked on the Lactacyd brand. It has however, Facebook promotions for Singapore users.
    • Step 8b. Competitor Promotions:Lactacyd Intimate Wipeshttps://www.facebook.com/vzonecare.lactacydsg
    • Step 8b. Competitor Promotions:Charmee Feminine Wipes• Up and comer Charmee also doesn’t have any online promotions, but it has it’s own website which features the product. It relies on it’s main image-model to “sell” the product.
    • Step 8b. Competitor Promotions:Charmee Feminine Wipeshttp://charmee.com.ph/home/choosecharmee/wipes
    • Step 8b. Competitor Promotions:PHCare edge• PHCare’s edge, then, is that it continuously communicates with its market – regardless of whether it has already captured the market or whether these are potentials.• It focuses on being an affordable and quality brand that is always and readily available.
    • Step 9. PHCare Feminine Wipes isavailable nationwide using Unilab’snetwork of distributionCustomer Pick up at:• Drugstores, pharmacies• Grocery stores, Supermarkets• (24H) Convenience Stores• Market stalls• Department storesNationwide
    • Step 10. PHCare Feminine Wipes is a hipand quality product that is availablenationwide at an easy price• The main strategy it would seem is to continue to attract AYAs (Adolescents to Young Adults) and dominate that niche market.• It benefits greatly for being known as a low cost and trusted quality product under Unilab which has wide distribution channels .• Thrust is that you could “dare to go anywhere” with PHCare.
    • SUMMARY
    • Steps 1-5. PTM & Market1. Target Market: For women who are within the Adolescent and Young Adult age group (15-24) who need gentle and instant freshness on-the-go.2. NWD: Need instant freshness in their feminine regions, Want to feel cool and clean on-the go, Demand pH- Balance at low cost.3. Competitor: Lactacyd Intimate Wipes (closest) or Charmee Feminine Wipes (newcomer)4. Gap: Low Cost, Cool Image, Dare to Go5. Market: The Philippine Demographics profile of 2010 states that the is approximately 7.5 million women within the specified age group.
    • Steps 6-10. Mix & Strategy6. Product: PHCare Feminine Wipes in either Passionate Bloom or Cool Wind.7. Price: PhP41/pack (10 sheets/pack)8. Promo: TV, Radio, Newspaper Advertisements, Social Networks, Internet, Special Events9. Place: Nationwide, supermarkets, grocery stores, convenience stores, department stores, pharmacies10.Strategy: Low cost, Distribution Channels, Cool Image/Niche
    • That’s all, folks.