10 step marketing plan carlos gonzaga

10 STEP
Marketing Plan for

Foglight
Carlos V. Gonzaga
March 2012

www.laymarketer.blogspot.com

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.


Don’t be the last to Swish!
1. Swish Mouthwash PTM includes any Juan who is health-
conscious, and leads an active social life
2. Loves to mingle with other people
3. Market is awash with global brands Listerine, Astring-O-
Sol and Colgate Plax. Local competitor is Oracare
4. Gap is that competitor brands focus more on long-lasting
effect and protection from mouth disease
5. Philippine mouthwash market size is Php2B. Swish
market share is Php186M.


Any Juan will pay for a safe
way to be ready to mingle
6. Swish is an alcohol-free mouthwash with Surefresh
technology that kills bacteria and that comes in
four refreshing flavors
7. It is priced 9% less than Listerine and Astring-O-
Sol and 19% less than Colgate Plax
8. Uses TV, events, experiences and digital
9. Distributed nationwide
10. Uses differentiation to win


1. Swish primary target market
(PTM) is any Juan who is health-
conscious and socially active

 25-35 y.o., social class AB and C, single or
married
 Just starting work or have a family, socially
active
 Gargles before doing social activities, or at
least once a day who demand fresh breath to
be ready to mingle


PTM needs a safe way to
feel confident
Self-Actualization
Needs
(Self-Development
& Realization)

Esteem Needs
(Recognition,
Status)

I am happy when Social Needs (sense of
I am able to socialize confidently belonging, love)

I want to be sure the products Safety Needs (security, protection)
I personally use are safe

Physiological needs (food, water, shelter)

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler


2. Safe ba ‘yan?
Effective ba ‘yan?
Socially active, health conscious people need to be confident in
terms of the safety and efficacy of the personal products
they use; which translates to having the self-esteem to
express/speak his mind

Socially active, health conscious people switch to Swish over other
mouthwashes because of flavor, lamig sa bibig feeling, kills
germs, price, credibility/awareness of the company, PDA
approval and brand promise to feel the difference of an
alcohol-free mouthwash

Switching Demands: Fresh breath that helps build confidence, kills
bad-breath causing bacteria, feel the difference of an
alcohol-free mouthwash


3a. Swish is up against
global brands
 Direct: Listerine, Astring-O-Sol, Colgate
Plax, Oracare
 Indirect: Toothpastes, breath mints, mint
candies/gums, oral antiseptics, water, dental
floss
 Variables: Price, flavor, availability,
convenience of use, efficacy, brand promise
of a safe, alcohol-free mouthwash


Swish is an emerging
choice for young adults
Price vs. Age Matrix

Price/Age 50 y.o. and
17-24 y.o. 25-35 y.o. 36-49 y.o.
Matrix up

Colgate Astring-
High Price
Plax Oracare
Listerine O-Sol

Low Price Swish


Swish positioning for the health
conscious young adult market
Benefit Positioning vs. Brand Matrix
Astring-O- Colgate
Functional Benefit Listerine Swish Oracare
Sol Plax
Works all day long
Tooth and Gum protection
Fresh breath
No sting
Cool feeling
More affordable
Unique flavors
Alcohol free
Kills mouth bacteria

All brands are positioned to kill mouth bacteria. Common benefits
are long lasting protection, and cool feeling


As a new market entrant, Swish
needs to strengthen its key
differentiators—safe coz it’s alcohol
free and with hip flavors!
Benefit Positioning vs. Brand Matrix
Astring-O- Colgate
Functional Benefit Listerine Swish Oracare
Sol Plax
Works all day long
Tooth and Gum protection
Fresh breath
No sting
Cool feeling
More affordable
Unique flavors
Alcohol free
Kills mouth bacteria


Swish positions strongly as the
safe, no-sting alternative

Swish is the first mouthwash
 that is alcohol-free
 that prevents mouth dryness due to alcohol sting
 that comes in four unique flavors

Oracare and Astring-O-Sol has started to offer
alcohol-free variants as well.


Swish brand identity

Switch to alcohol-free Swish
now!
See the difference.
Feel the difference.
Source: Swish advertorial 2011


5. Based on independent audit,
mouthwash market size is Php2B


5. Based on independent audit,
mouthwash market size is Php2B

Volume Share FY 2011
Mouthwash 2,065,992,992
Listerine 785,077,337
Astring-o-sol 371,878,739
Colgate Plax 330,558,879
Swish 185,939,369
Oracare 103,299,650
Others 309,898,949


5c. Estimated market size
of mouthwash users

Mouthwash Usage:
 1M Filipinos (Class AB and C) gargle with
mouthwash at an average of once a day
using 10ml mouthwash which costs
around Php6.00 per gargle
1M x 1 x 6 x 365 = Php2B


6. Switch to Swish!

Flavors
Variants


6a. Swish shares equal shelf
space with its major competitors

Watsons Pharmacy
Rustans Supermarket


6b. Everybody Swish!
 Swish™ mouthwash gives you an awesome swishing experience
that leaves you with long lasting fresh breath. It is alcohol-free,
but with a kick of mint!
 SWISH is the ALCOHOL-FREE mouthwash. It has SureFresh that
helps fight bad breath, plaque and gingivitis for long-lasting
fresh breath. It comes in four refreshing and exciting flavors:
Peppermint Fresh, Arctic Chill, Cinnamon Blast and Mangosteen
Mint.

Since it is alcohol-free, it is safe and healthy. Even diabetics,
children above 6 years old and even pregnant women can enjoy
Swish alcohol-free mouthwash.
Source: Swish facebook page

7. Price – Swish is at par with
competitors in the smaller variant but
drops significantly in the big 250ml
variant

Actual Retail Prices at Watsons Pharmacy (Feb 28, 2012)
Astring-O- Colgate
SIZE Listerine Swish Oracare
Sol Plax
60ml 65.00 47.00 76.00 48.00 52.00
250ml 155.00 148.00 159.00 133.00 143.00

Swish positioned itself as the more affordable household
mouthwash rather than compete heavily in the “travel pack”
small variant.


8a. Swish uses TV ads, mall and
office tours and social media

1 3

2


8a. Swish uses celebrity endorser Ryan
Agoncillo to represent the socially
active young adult in its TV ads

http://www.youtube.com/watch?v=JEYSH1KfTOI&feature=plcp
&context=C38a35f8UDOEgsToPDskIRj0MhtBax8yyMMQhS3lyK


8a. Mall, Resto and Office
Tours

Tiendesitas Wynsum Corporate Plaza Hoy Week Bus
Terminal Invasion

Eat Bulaga Studio


8a. Magazine advertorials


8a. Swish facebook page


8b. Global brands TVCs are reused from
campaigns abroad – ordinary Pinoys may not
be able to relate much

http://www.youtube.com/watch?v=-R7fJVGLKTw


8b. Global brands TVCs are reused from
campaigns abroad – ordinary Pinoys may not
be able to relate much

http://www.youtube.com/watch?v=ZDkBGbdedrE


9. Swish is available
nationwide using Unilab’s
distribution network
 Supermarkets, sari-sari stores, convenience
outlets, drugstores
 Nationwide
 Pick up by customers
 Cash and credit transaction


10. Swish is inching its way
atop the competition through
differentiation

Swish’s main strategy is to build on the safety and
efficacy brand message (alcohol-free), leveraging on
the mother company’s (Unilab) status as a pharma
industry leader
It benefits on the distribution capability of Unilab’s
Personal Care portfolio which includes banner brands
Myra and pHCare
It is distributed nationwide and affordably priced for the
mouthwash-using Pinoy


SUMMARY

www.laymarketer.blogspot.com 31

Unilab ‘yan!


10 step marketing plan carlos gonzaga

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