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V52templateandsample10stepbystepmarketingplantostudents 091015022812-phpapp01

  1. 1. 1 10 STEP Marketing Plan for DOWNY Rosalia Reyes October 2010 Product Photo here
  2. 2. 5 Steps for Part 1 (PTM and Positioning) 1. Downy PTM are “housewife/hosemaid” 2. Who want their clothes to be comfortably soft using fabric softener 3. Can choose Del, Vernel etc. 4. Gap is other brand focus on low cost and broad range of fragrances. 5. The market size is P 12 Billion. 6. Downy niche is P3 Billion.
  3. 3. 5 Steps for Part 2 (Marketing Mix & Strategy) 6. Downy Ultra Fabric Conditioner 7. Is 10% premium 8. Uses TV commercials 9. Is distributed nationwide 10. Uses a niche approach to win
  4. 4. 4 Positioning to the Primary Target Market Part 1: Steps 1 to 5
  5. 5. 1.Downy primary target market (PTM) are the housewife  Demographics (20-40,F, social class BCD, doing laundry chores)  Lifestyle (want to save on water and electric bill, caring for family by using  softener to make fabric/clothes soft)  Behavior (washing of clothes, feel of  soft fabric, long lasting fragrance)
  6. 6. Feel confident that laundry has been totally cleaned and softened everytime by using Downy
  7. 7. 2. PTM’s NWE Housewife/Housemaid need To save, Conserve Water and Reduce Electric Bill, Housewife/Housemaid choose Downy over other fabric softener because of its promises to remove all suds, clothes end up smelling with perfume, also has an anti-bacterial action that kills and disinfect, …. Housewife expect when they use Downy: To make fabric softer, pleasant fragrance, anti-bac features, clothes smells with perfume , make ironing easier
  8. 8. 3a. Downy has many formidable competitors  Direct: Del, Vernel,  Indirect: Detergent/Powder Soap  Variables: Features, Price, packaging, specific use, convenience of use, availability, occasion of use, brand
  9. 9. 3a. Competitors  Determine the 2 most critical variables  Make a position map plotting the different competitors
  10. 10. 3b. Competitive Position Map 1. Price vs. Features 2. Brand vs. Positioning Ensure fabric softness=represent relative market shares of the brands
  11. 11. Downy is #1 in niche: high priced product with features Savings on Water & Electric Bills Fragranc e Anti- Bacterial Action Hypoallergeni c Sun-Rise Fresh High price Low Price Downy Passion Downy Isang Banlaw Downy AntiBac Downy Sun-Rise Fresh Vernel Floral Fresh Del Pure Cotton Scent Del Shower Fresh Blue Features Price
  12. 12. Downy’s unique positioning is shown in this competitive map Competitor offers broad range of fragrances and low price positioning. Positioning vs. Brand Matrix Softens Fabric Fragrances Price Downy Vernel Del Yes Yes Yes High Low Low Yes Yes Yes
  13. 13. 4. Downy positions strongly in a niche market opportunity Downy is the only fabric conditioner  that gives comfortably soft clothes ( Downy SunRise Fresh )  clothes smells with perfume (Downy Passion)  save on water and electric bill. (Downy Single Rinse ) No brand has a similar position. Others focus on low price and broad range of fragrances
  14. 14. 5a. Estimate the market size using competitor data 1. Top 7000 Corporation Data or news  Total Sales from 1 product companies  % of sales from multi-product 2. vs. known Industry size comparisons 3. vs. 1-1 suppliers 4. Visual observation- warehouse 5. Pirating personnel or garbage 6. Illegal interview 7. “Share of Shelf”
  15. 15. 5a. Based on competitor data, fabric softener market is P8billion SOURCE: http://www.tradingmarket.com/.site/news/stock20%News/2255914 P & G comes 37% of the local market share for laundry products, which accounts for 50% of the company’s total P30 billion annual sales.
  16. 16. 5b. Estimate the market size using company data 1. Claimed market share 2. Guees estimate on market share  Fair share of market  Distribution extent 1. Historical sales
  17. 17. 5b. Based on P & G data, where Downy share is 37%, total market size is 8 billion 1. Procter & Gamble data: Downy sales is P3 billion 2. Procter & Gamble claims market share of 37% 3. Then total fabric softener market size is P13 billion/0.37 = P 8 billion
  18. 18. 5c. Estimate the market size using customer data 1. Usage per day or per year  Per washing  Per household
  19. 19. 5c. Consumer data indicates a size of P 3.36 billion Fabric Conditioner Usage: 5 million Filipinos wash clothes average of 2x a week using 2 35 mL fabric softener which costs around P7.00 each 35mL. 5 M x 2 x P7.00 X 48 = P3.36 billion
  20. 20. 5. Concluded that fabric softener market is 8 billion 1. Competitor data= P 5 B 2. Company data = P 3 B 3. Usage data = P 3.36 B
  21. 21. 21 The Marketing Mix Strategy Part 2: Steps 6 to 10
  22. 22. 6a. Fabric softener is dominated by 3 major brands  Photo shot of  Competitor Product shot 2 of indirect competitors
  23. 23. 6b. Product Description  Downy is a fabric softener produced by  Procter & Gamble, and is used on clothes  after washing to prevent static cling that  make clothes so comfortably soft to the touch. It is available as a liquid or as dryer sheets.  There are 4 variants- Sunrise Fresh, Passion, AntiBac, Single Rinse etc.  There are 4 sizes, 22 mL sachet, 35 mL, 100 mL and 1 Liter
  24. 24. Ultra Downy®Liquid Ingredient Purpose Water process aid diethyl ester dimethyl ammonium chloride Softening agent Fragrance Fragrance Starch Structuring agent Ammonium chloride Chlorine scavenger Calcium chloride process aid Formic acid pH modifier Polydimethylsiloxane Anti‐foam agent Liquitint™ Blue colorant Benzisothiazolinone preservative diethylenetriamine pentaacetate, sodium salt chelate metals in product 6b. Product Description
  25. 25. 6c. Product Expertise Downy Isang Banlaw – promises t remove all suds from washed clothes in just one rinse Downy AntiBac – aside from softening the fabric, it also has an anti-bacterial action that kills and disinfects bacteria left after washing. Downy Passion – clothes that are washed end up smelling with per- fume with a pleasant fragrance.
  26. 26. 7. Price- Downy is 25% premium priced in affordable packs  Downy Sunrise Fresh 35 mL = P7.00  Downy Passion 35 mL = P7.30  Downy AntiBac 35 mL= P7.00  Downy One Rinse 35 mL = P7.00  Downy 400 mL = P80.75  Downy 1 Liter= P193.00 Downy is priced at 12.5% higher than Del and 25% higher than Vernel with aim of maximizing profits in its niche
  27. 27. 8a. Promo  Pillow (Downy Philippines) Pillow is a commercial from Downy Philippines that shows two children engaging in a pillow fight. At one point, one child seems to have been hit hard and falls on the floor. It is then implied that the pillow case was not rinsed with Downy. Therefore, the ad suggests the use Downy Fabric Conditioner to make cloths comfortably soft. 
  28. 28. 8a. Promo
  29. 29. 8a. Promo Sign up for Newsletter P & G Everyday Savings Get a coupon for Your favorite downy Helping Kids Every quilt has a story
  30. 30. 8b. Competitor promo Show also how your key competitors communicate Their commercials Their websites And why your communication stands out
  31. 31. 8b. Competitor promo Fabric softener which not only makes the laundry soft, but gives it a long-lasting pleasant fragrance. A touch of Vernel for an especially fragrant and soft experience pampers you with a unique feel-good experience. Vernel – The small luxury I treat myself to
  32. 32. 8b. Competitor promo Vernel Is Available In Vernel Floral Fresh – Floral scent Vernel Tender Touch – Baby care scent Vernel Jasmin – Floral jasmine scent Vernel Silky White – Amber Rose scent with Virgin Coconut Milk for extra softness
  33. 33. 8b. Competitor promo With Del’s improved Stayfresh Formula, clothes have SUN-DRIED freshness in every wash, that’s easy on the pocket too. Has antibacterial action that prevents growth of germs that cause malodor on clothes. Del Fabric Softener Caring for your Family’s Needs.
  34. 34. DEL Is Available In Shower Fresh Blue Blossom Fresh Pink Summer Fresh Yellow Lavender Breeze Hypoallergenic Pure Cotton Scent 8b. Competitor promo
  35. 35. 9. Downy is distributed nationwide using Procter & Gamble distibution network  Supermarkets, sari-sari stores, convenience outlets, drugstores, market stalls  Nationwide  Delivered  Cash and credit transaction
  36. 36. 10. Downy is a niche leader Downy’s main strategy is to dominate the niche market of 20 to 40 years old housewife/housemaid while washing using fabric conditioner/softener on their clothes. It benefits from the distribution leverage of Procter & Gamble. Has an excellent, premium priced, excellent product distributed nationwide.
  37. 37. 37 SUMMARY Marketing Plan
  38. 38. 10 STEP Marketing Plan for DOWNY Rosalia Reyes October 2010
  39. 39. 5 Steps for Part 1 (PTM and Positioning) 1. Downy PTM are “housewife/housemaid” 2. Who want to save on electric/water bill 3. Can choose Del, Vernel etc. 4. Gap is all other brands focus on low cost and broad range of fragrances 5. The market size is P 8 Billion. Downy niche is P3 Billion.
  40. 40. 5 Steps for Part 2 (Marketing Mix & Strategy) 6. Downy a fabric softener 7. Is 10% premium 8. Uses TV commercials 9. Is distributed nationwide 10. Uses a niche approach to win