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
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
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