Safeguard - 10 Step Marketing Plan by Blazing Nathan Lee

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Safeguard - 10 Step Marketing Plan by Blazing Nathan Lee

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Safeguard - 10 Step Marketing Plan by Blazing Nathan Lee

  1. 1. 10 Step Marketing Plan for (Philippines) Nathaniel Lee November 2012ph.linkedin.com/in/nathanielianlee
  2. 2. Disclaimer:  This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria‟s AGSB marketing management class.  The data included in this report are based on publicly available 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 “Slideshare”, blogs and “Facebook” so that there is easier sharing among students from different marketing classes.ph.linkedin.com/in/nathanielianlee
  3. 3. Steps 1-5: PTM and Market 1. Target Market: Mothers who “want to protect their families‟ health”, with children 2. NWD: Clean Personal Hygiene, Anti- Bacteria (99% Germ Free), Skin Germ Protection 3. Competitors: Body Wash, Alcohol, Body Wash, Beauty Soaps 4. Gap: Lower Cost, Whitening, Moisturizing 5. Market: The soap category led the personal hygiene market in the Philippines a 51.3% shareph.linkedin.com/in/nathanielianlee
  4. 4. Steps 6-10: Marketing Mix & Strategy 6. Product: Safeguard Pure White Soap (and other scents and varieties) 7. Price: P13.00 for the smallest to P39.65 for the Jumbo sized; not exactly the cheapest 8. Promo: TV, Radio and Newspaper Advertisements; Special Events 9. Place: Distributed and sold nationwide in supermarkets, public markets, grocery stores, sari- sari stores, convenience stores & dept. stores 10. Strategy: Safeguard dominates the market because of its leverage in supply and distribution as well as being #1 in the niche market for anti- bacterial soaps.ph.linkedin.com/in/nathanielianlee
  5. 5. Primary Target Market  Demographics: 24-60 year old Mothers with children; Class A/B/C; Single Mom or Married  Lifestyle: Mothers that are in charge of family‟s personal hygiene products; with active kids who play; with husbands or teen kids who play sports/outdoor activities  Behavior: Used daily during baths, washing of hands before dining; Usage depending on bar size; Concerned with cleanliness, skin protected from germs and smell good.ph.linkedin.com/in/nathanielianlee
  6. 6. Part 1: PTM and Marketph.linkedin.com/in/nathanielianlee
  7. 7. My PTM Needs Self-Actualization Needs (Self-Development & Realization) Esteem Needs (Recognition, Status) Social Needs (sense of belonging, love) 99% Germ Free! Safety Needs (security, protection)Skin Germ Protection Physiological needs (food, water, shelter) Clean Body Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler 7 ph.linkedin.com/in/nathanielianlee
  8. 8. PTM’s Needs, Wants & Demands  Needs:  Need to have a clean body from dirt (Physiological).  Need to be protected from germs so as to not get sick/ill (Safety).  Wants:  Want to feel and smell fresh and good.  Demands:  24-hour protection from sweat and body odor.  One bar of soap will last longer.  Good for kids who sweat a lot and get scrapes and bruises from time to time.ph.linkedin.com/in/nathanielianlee
  9. 9. Direct and indirect products that address my PTM’s NWD  Direct Competitors:  Vaseline  Green Cross  Bioderm  Indirect Competitors:  Beauty Soaps (Olay, Dove, Palmolive, J&J)  Body Wash (Nivea, St. Ives, Old Spice)  Others: Alcohol, Alcogel, Waterless soaps  Variables:  Price  Benefits (skin protection, moisturizing, whitening, etc.)  Scent  Size for valueph.linkedin.com/in/nathanielianlee
  10. 10. 2x2 competitive position map for Soap in the PH Anti-Bacteria/ Germ Protection Safe Gree n guard Cross VasLow Price High Price elin e Pal moli Dove ve J& J Bioderm Olay All-around Soap ph.linkedin.com/in/nathanielianlee
  11. 11. Benefit Positioning vs. Brand Map for Soap in the Philippines Johnson & Green Safeguard Dove Vaseline Olay Palmolive Bioderm Johnsons Cross 24-Hour Protection Anti-Prickly Heat AffordableEveryday Use Exfoliating Germ-Free Skin Menthol MoisturizingPrevents Body OdorRemoves Body Odor Variable Scents WhiteningSensitive Skin ph.linkedin.com/in/nathanielianlee
  12. 12. Gap Between Product and Customers  Where is the marketing opportunity?  Aside from mothers, Safeguard can target single women who want to look good while having clean, protected and fresh smelling skin.  What NWDs are not being addressed?  Safeguard can address the NWD for better skin quality. More women are becoming more conscious about the quality of their skin aside from germ protection. They are looking for soaps that can moisturize or whiten their skins. This is currently being done by Vaseline and Palmolive.  What can be the unique selling proposition for the new product (totally new or repositioned.)  “24-Hour Skin Germ Protection with Soft and Smooth White Skin!”ph.linkedin.com/in/nathanielianlee
  13. 13. Market Data Research  The market for personal hygiene in the Philippines increased at a compound annual growth rate of 5.4% between 2004 and 2009.  The soap category led the personal hygiene market in the Philippines, accounting for a share of 51.3%.  The leading player in the Philippines personal hygiene market is Procter & Gamble Company, the makers of Safeguard.  Source: Personal Hygiene in the Philippines to 2014 - http://www.researchandmarkets.com/reports/1450563/ph.linkedin.com/in/nathanielianlee
  14. 14. Market Data Research  Safeguard is the No. 1 antibacterial soap worldwide.  It is the only bar soap registered with the FDA.  Safeguard is designed to provide excellent germ protection for the whole family.  It is an anti-bacterial soap that provides germ protection for twice as long as ordinary soaps making it the doctors„ number 1 recommended choice throughout the world.  The market share of Safeguard is the biggest in antiseptic soap category with 22%.  Safeguard is the only soap in the market that is trusted by doctors (PAMET).ph.linkedin.com/in/nathanielianlee
  15. 15. 5a. Estimate the market size using competitor data (Shelf Size) 4% 2% 6% Safeguard 8% Dove 40% Olay 10% Vaseline Palmolive Johnson & Johnsons 10% Green Cross 20% Bioderm Observed: Landmark Supermarket, Makati - 11/07/2012 – 19:30ph.linkedin.com/in/nathanielianlee
  16. 16. Estimate The Market Size Using Customer Data  Market research on what Filipinos purchase: II. Nonfood 1. Tide Nature Fresh bar 2. Safeguard Soap 3. Ponds White Balance Detox cream 4. Likas Papaya soap 5. Modess sanitary pads 6. Ariel Ultra Downy 7. Colgate 8. EQ diapers 9. Surf dishwashing liquid 10. Belo soap/beauty essentials Most of the Top 10 in the nonfood category are actually regular brand favorites which introduced value-for-money packs. Winners for 2007 also were whitening products notably the newly launched Belo beauty essentials.  Source: http://business.inquirer.net/money/topstories/view/20080127-115169/I-know- what-you-bought-last-yearph.linkedin.com/in/nathanielianlee
  17. 17. Estimate The Market Size Using Customer Data  Bath soap usage in the Philippines:  70 million Filipinos take a bath once a day (at least).  A135g @ P34.25 bar of Safeguard can last for 2 weeks.  P34.24 / 12 days = P2.85 per day  70,000,000 x P2.85 x 365 days = P78.2Bph.linkedin.com/in/nathanielianlee
  18. 18. Safeguard (P&G Philippines) Market  Procter & Gamble Philippines, Inc. reported P3.729 billion in gross revenues in 2008, up by 8.3%.  Profits went up by 30% to P879 million.  Source: http://www.abs-cbnnews.com/business/01/19/10/pg-take-advantage- 2010-recoveryph.linkedin.com/in/nathanielianlee
  19. 19. Part 2: Marketing Mix and Strategyph.linkedin.com/in/nathanielianlee
  20. 20. Photo of Product Categoryph.linkedin.com/in/nathanielianlee
  21. 21. Photo of Product Competitorsph.linkedin.com/in/nathanielianlee
  22. 22. Product Description  Manufactured by Procter & Gamble (P&G)  Biggest brand of P&G in the Philippines  24-Hour Skin germ protection for the whole family  Key active ingredient: TRICLOCARBAN  Endorsed by Philippine Association of Medical Technologist (PAMET)  First launched in 1966 locally as a Germicidal soap  Sizes: 40g, 90g, 135g & 180g (Jumbo)  Variants:  Pure White  Classic Beige  Floral Pink  Active Deo-Cool (Blue & Menthol)  Ivory White Care  Menthol  Eucalyptus (Anti-Prickly Heat)  Professional Care  Tawasph.linkedin.com/in/nathanielianlee
  23. 23. Price Comparison Brand < 100 g. 100-125g. 135 g. 180 g. Variants Safeguard 13.00 34.25 39.65 10 Vaseline 23.55 32.05 3 Dove 35.00 55.00 6 Olay 50.00 58.00 3 Palmolive 19.95 27.85 5 Green Cross 28.40 3 Bioderm 28.95 5Johnson & Johnsons 19.95 29.00 6 Observed: Landmark Supermarket, Makati - 11/07/2012 – 19:30 ph.linkedin.com/in/nathanielianlee
  24. 24. Which of these modes does your product use? Mass Personal Sales Promotion 2 Direct Marketing 4 Interactive Advertising 1 Marketing 1 Public Relations 3 Personal Selling 3 Events and Experiences 4 Word of Mouth 2ph.linkedin.com/in/nathanielianlee
  25. 25. Safeguard’s Promotions  TV Commercials:  Safeguard is well known for having TV Commercials that show a mother and her conscience. Usually, the conscience would “guide” the mother into buying what‟s “best for her entire family” and to “protect” her family from germs. This has been the trademark of Safeguard in almost all of their advertisements since the beginning. While the mother is not usually the one using the soap in the advertisements, she is the one that decides what soap the family uses.  Global Handwashing Day (Oct. 15)  The recently concluded Global Handwashing Day aims to educate children in the country in proper handwashing (before and after meals, after playing, etc.) It is currently on its 5th year this 2012.  Fun Run/Runfest  Safeguard is also actively sponsoring runs and with the recent release of their Active Deo Cool, they joined renowned running coach Rio to promote their product directed to those with an active lifestyle.ph.linkedin.com/in/nathanielianlee
  26. 26. Safeguard Promo: TV CommercialsTV Commercials – 1990‟shttp://www.youtube.com/watch?v=aXa6l8_1XyMhttp://www.youtube.com/watch?v=aio3y_ri_qM ph.linkedin.com/in/nathanielianlee
  27. 27. Safeguard Promo: TV CommercialsTV Commercials – 2009 and 2010http://www.youtube.com/watch?v=-Tkfd-pL66Mhttp://www.youtube.com/watch?v=MvuP-vmPTLE ph.linkedin.com/in/nathanielianlee
  28. 28. Safeguard Promo: TV CommercialsTV Commercials – 2011 and 2012http://www.youtube.com/watch?v=AmhgZ173tykhttp://www.youtube.com/watch?v=xqhQrUh_D6Y ph.linkedin.com/in/nathanielianlee
  29. 29. Safeguard Promo: Yaman sa Kalusugan Promo 2010 (Text the code inside the box and win up to P1,000,000.00 in cash!)ph.linkedin.com/in/nathanielianlee
  30. 30. Safeguard Event: Safeguard (P&G) Runfest 2011ph.linkedin.com/in/nathanielianlee
  31. 31. Safeguard Event: Safeguard Active “Beat Coach Rio” Run http://www.youtube.com/watch?v=ShkRaL3t6yoph.linkedin.com/in/nathanielianlee
  32. 32. Safeguard Event: Global Handwashing Day 2012ph.linkedin.com/in/nathanielianlee
  33. 33. Safeguard Event: Global Handwashing Day 2012ph.linkedin.com/in/nathanielianlee
  34. 34. Competitors Promo Vaseline TVC - http://www.youtube.com/watch?v=w1OIfp3JsIQ Green Cross TVC - http://www.youtube.com/watch?v=ZdvitpKjuWQ Palmolive TVC - http://www.youtube.com/watch?v=GULiOoGD-ukph.linkedin.com/in/nathanielianlee
  35. 35. Competitors Promo Dove TVC - http://www.youtube.com/watch?v=sl-oT0_tk54 Bioderm TVC - http://www.youtube.com/watch?v=NSbCpJaH_cAph.linkedin.com/in/nathanielianlee
  36. 36. Place  Safeguard (in different variants) is available in:  Supermarkets  Wet Markets  Sari-sari Stores  Convenience outlets (7/11, Ministop, etc.)  Drugstores (Mercury, South Star, etc.)  Departments Stores  It is available Nationwide  Method of delivery:  No delivery method to consumers as the product is readily available in abundance in many areas.ph.linkedin.com/in/nathanielianlee
  37. 37. What is the Generic Winning Strategy?  Safeguard is the leader in antibacterial / germicidal soaps.  Proctor & Gamble is a global corporation with a gigantic leverage on supply and distribution with its multiple channels and in-country establishments.  They dominate the niche market on personal care or hygiene in the Philippines.  Families trust this brand since it first came out and is the current #1 choice of mothers for their families.  Safeguard is a first mover in the personal hygiene industry. Because of this, there is brand loyalty from their customers.ph.linkedin.com/in/nathanielianlee
  38. 38. Part 3: Summaryph.linkedin.com/in/nathanielianlee
  39. 39. Steps 1-5: PTM and Market 1. Target Market: Mothers who “want to protect their families‟ health”, with children 2. NWD: Clean Personal Hygiene, Anti- Bacteria (99% Germ Free), Skin Germ Protection 3. Competitors: Body Wash, Alcohol, Body Wash, Beauty Soaps 4. Gap: Lower Cost, Whitening, Moisturizing 5. Market: The soap category led the personal hygiene market in the Philippines a 51.3% shareph.linkedin.com/in/nathanielianlee
  40. 40. Steps 6-10: Marketing Mix & Strategy 6. Product: Safeguard Pure White Soap (and other scents and varieties) 7. Price: P13.00 for the smallest to P39.65 for the Jumbo sized; not exactly the cheapest 8. Promo: TV, Radio and Newspaper Advertisements; Special Events 9. Place: Distributed and sold nationwide in supermarkets, public markets, grocery stores, sari- sari stores, convenience stores & dept. stores 10. Strategy: Safeguard dominates the market because of its leverage in supply and distribution as well as being #1 in the niche market for anti- bacterial soaps.ph.linkedin.com/in/nathanielianlee
  41. 41. 10 Step Marketing Plan for (Philippines) Nathaniel Lee November 2012ph.linkedin.com/in/nathanielianlee

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