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10 step marketing plan ysa nagui

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  • 1. 10 STEP Marketing Plan for PH Care Pure ‘N Fresh Feminine Wash Ma. Cerissa M. Nagui February 2010
  • 2. 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.
  • 3. 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
  • 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  • 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)
  • 6. I want to feel confident in my changing body. I am experiencing the teen life.
  • 7. 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
  • 8. 3a. PH Care Pure ‘N Fresh has many formidable competitors
    • Direct Competitors
    Lactacyd Confidence Carefree Betadine
  • 9.
    • Indirect Competitors
    • - Soaps , Water
    • Variables: Age, Specific Use, Availability, Brand, Price
    3a. PH Care Pure ‘N Fresh has many formidable competitors
  • 10. 3b. Competitive Position Map
    • Price vs. Age
    • Brand vs. Positioning
  • 11. 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
  • 12. 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
  • 13. 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.
  • 14. 5a. Based on competitor data, feminine wash market is P4B Source: http://www.philstar.com/Article.aspx?articleId=458630
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. The Marketing Mix Strategy Part 2: Steps 6 to 10
  • 19. 6a. Feminine Wash category is dominated by 4 major brands Product shot of direct competitors
  • 20. 6a. Feminine Wash category is dominated by 4 major brands Product shot 2 of indirect competitors How product looks in supermarket shelves
  • 21. 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
  • 22. 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.
  • 23. 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
  • 24. 8b. Lactacyd Confidence Promo
    • Lactacyd’s Website: www.lactacyd.ph
  • 25.
    • TV Ads
    • http://www.youtube.com/watch?v=QKSdlnVX-pw&feature=related
    8b. Lactacyd Promo
  • 26.
    • TV Ads
    • http://www.youtube.com/watch?v=lFj7KBycnQs
    8b. Carefree Promo
  • 27. 8b. Betadine Promo
    • TV Ads
    • http://www.youtube.com/watch?v=hIsnW1dNfCQ
  • 28. 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
  • 29. 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.
  • 30. SUMMARY
  • 31. 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.
  • 32. 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
  • 33. 10 STEP Marketing Plan for PH Care Pure ‘N Fresh Feminine Wash Ma. Cerissa M. Nagui February 2010