10 step marketing plan ysa nagui

10 STEP Marketing Plan for PH Care Pure ‘N Fresh Feminine Wash Ma. Cerissa M. Nagui February 2010

5 Steps for Part 1 (PTM and Positioning)
PH Care Pure ‘N Fresh’s PTM is Female Teenagers
A Feminine wash made especially for Teens. A perfect partner. Lowest Price.
Can choose Lactacyd Confidence, Carefree
Gap is all other brands focus on giving refreshing feeling and other variety for feminine wash .
The market size is P4.76B. PH Care niche is P83M.

5 Steps for Part 2 (Marketing Mix & Strategy)
PH Care’s Pure ‘N Fresh Feminine Wash
Lowest Price
Uses TV, Print Ads, Events
Is distributed nationwide
Uses a low cost producer and a niche approach to win

Positioning to the Primary Target Market Part 1: Steps 1 to 5

1.PH Care Pure ‘N Fresh primary target market (PTM) are the Female Teens
Demographics (13-24, F, social class ABC, single)
Lifestyle (study, becoming a young woman)
Behavior (2-3x a day, daily, 150 ML P99, gentle and mild feminine wash, made for teens)

I want to feel confident in my changing body. I am experiencing the teen life.

2. My PTM’s NWE
Female Teens need
To feel confident, Self-Esteem, Self actualization
Female Teens choose PH Care Pure ‘N Fresh over other feminine wash because of ….
Freshness, New Scent, Hypoallergenic, Most Gentle and Mild, credibility and awareness of the company, Brand, A feminine wash made especially for Teens, Just right for a sensitive feminine area, Lowest Price
Female Teens expect this when they use PH Care Pure ‘N Fresh
Want to be fun and happy, feel good and confident, a perfect partner

3a. PH Care Pure ‘N Fresh has many formidable competitors
Direct Competitors
Lactacyd Confidence Carefree Betadine

Indirect Competitors
- Soaps , Water
Variables: Age, Specific Use, Availability, Brand, Price
3a. PH Care Pure ‘N Fresh has many formidable competitors

3b. Competitive Position Map
Price vs. Age
Brand vs. Positioning

PH Care Pure ‘N Fresh is #1 in niche: low priced product for 16-22yrs Lactacyd Confidence Carefree PH Care Pure ‘N Fresh Price vs. Age Matrix PH Care Lactacyd Confidence Betadine Price/ Age Matrix 13-24 yrs 25-40 yrs 41yrs up High price Low Price

PH Care Pure ‘N Fresh unique positioning is shown in this competitive map Many competitors focus on giving refreshing feeling and variety for feminine wash. Positioning vs. Brand Matrix

4. PH Care Pure ‘N Fresh positions strongly in a niche market opportunity
PH Care Pure ‘N Fresh is the only feminine wash that has the
Lowest price
A perfect partner for Teens
No brand has a similar position.
Others focus on giving a refreshing feeling, variety and cleansing.

5a. Based on competitor data, feminine wash market is P4B Source: http://www.philstar.com/Article.aspx?articleId=458630

5b. Based on Unilab data, where PH Care share is 5%, total market size is 1.66 billion
Unilab Philippines data: PH Care sales is P83 million
Unilab claims market share of 5%
Then total feminine wash market size is P83 million/.05 = P 1.66 billion
Source: http://business.inquirer.net/money/breakingnews/view/20081216-178360/Unilab-gets-Palace-excellence-award http://www.youngmarketmasters.com/html/events-2008-awardees-desc.html

5c. Consumer data indicates a size of P 8.61 billion
Feminine Wash Usage:
10 million female teens wash average of 2x per day using 1.25mL feminine wash which costs around P1.18 per washing
10 M x 2 x P1.18 X 365 = P8.61 billion
Source: http://en.wikipedia.org/wiki/Demographics_of_the_Philippines

5. Concluded that feminine wash market is 4.76 billion
Competitor data= P 4B
Company data = P 1.66 B
Usage data = P 8.61 B

The Marketing Mix Strategy Part 2: Steps 6 to 10

6a. Feminine Wash category is dominated by 4 major brands Product shot of direct competitors

6a. Feminine Wash category is dominated by 4 major brands Product shot 2 of indirect competitors How product looks in supermarket shelves

6b. PH Care Pure ‘N Fresh
PH Care Pure ‘N Fresh feminine wash is especially made for teens. It’s mild and gentle, just right for a sensitive feminine area.
There are 3 New Scents- sprinkle, sparkle and sunshine
There are 4sizes, 5 mL sachet, 50 ML,
150 ML and 250 ML

7. Price- PH Care Pure ‘N Fresh is the lowest price among other brands PH Care Pure ‘N Fresh offers the lowest price as it commits itself as a great partner for teens.

8a. PH Care Pure ‘N Fresh Promo
TV Ads
http://www.youtube.com/watch?v=t97k1PD84ZY&feature=related
http://www.youtube.com/watch?v=xT0N9GIHkCE&feature=related

8b. Lactacyd Confidence Promo
Lactacyd’s Website: www.lactacyd.ph

TV Ads
http://www.youtube.com/watch?v=QKSdlnVX-pw&feature=related
8b. Lactacyd Promo

TV Ads
http://www.youtube.com/watch?v=lFj7KBycnQs
8b. Carefree Promo

8b. Betadine Promo
TV Ads
http://www.youtube.com/watch?v=hIsnW1dNfCQ

9. PH Care Pure ‘N Fresh is distributed nationwide using Unilab’s distribution network
Supermarkets, sari-sari stores, convenience outlets, drugstores, market stalls
Nationwide
Pick-up by customers
Cash and credit transaction

10. PH Care Pure N’ Fresh is a low cost producer and a niche leader
PH Care Pure ‘N Fresh main strategy is to dominate the niche market of 13 to 24 year old female teens.
It benefits from the distribution leverage of Unilever.
Has the lowest price and positions itself as a great partner for female teens.

SUMMARY

5 Steps for Part 1 (PTM and Positioning)
PH Care Pure ‘N Fresh’s PTM is Female Teenagers
A Feminine wash made especially for Teens. A perfect partner. Lowest Price.
Can choose Lactacyd Confidence, Carefree
Gap is all other brands focus on giving refreshing feeling and other variety for feminine wash .
The market size is P4.76B. PH Care niche is P83M.

5 Steps for Part 2 (Marketing Mix & Strategy)
PH Care’s Pure ‘N Fresh Feminine Wash
Lowest Price
Uses TV, Print Ads, Events
Is distributed nationwide
Uses a low cost producer and a niche approach to win

10 STEP Marketing Plan for PH Care Pure ‘N Fresh Feminine Wash Ma. Cerissa M. Nagui February 2010

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