Ariel 2in1 baby care

1. ARIEL 2IN1 BABY CARE
LIQUID DETERGENT
SALES PLAN 2015
GROUP 5
PHAM THUY DUONG
TRAN NGOC QUYNH
THAI THANH QUANG
DAM THUY HONG SUONG
DAO THUY TIEN

2. TABLE OF CONTENT
I. INTRODUCTION
1. About 2in1 Baby Care liquid detergent
a. Overview
b. Features
2. Current market scenario
II. MARKET ANALYSIS
1. Target audience
2. SWOT
3. Competition
III. SALES/MARKETING STRATEGIES
1. Sales forecast
2. Marketing mix
3. Strategies and implementation

3. 2IN1 BABY CARE LIQUID DETERGENT ’S
OVERVIEW
• Basics
o Specialized for baby skins and sensitive skins
o Tested and certificated by US and Vietnamese Consumer Product Safety Commission
• Goal
o Become the best detergent in baby care product line
• Core Competency
o Innovation and Sustainability
• Objective
o Our main goals are educate people using the right product for baby by educate and encourage
people using this product since it totally safe for baby and sensitive skins, and also can help to
save the earth by saving lots of water and electricity.

4. 2IN1 BABY CARE LIQUID
DETERGENT FEATURES
• The combination between features of Ariel-liquid
detergent and Downy-fabric softener
o Removing stains and making your fabric softer
o 3 scents: airy fresh, floral and scent free
o 5 sizes: 1L ; 2L ; 2,7L ; 4L ; 4,7L
• Compatible with
o Front and top loading washing machine
o Hand washing
• Sustainability
o Reducing 40% of water
o Cutting down 30% of electricity
o Saving 20% of time

5. CURRENT MARKET SCENARIO
• Increase sharply in world population
• Baby segment will be the spotlight
• Consumers are smarter every day
 Nurture the next generation
 Invest more in this market

6. CURRENT MARKET SCENARIO
• Market of baby detergent is very small.
• Only few firms in this market
• Price is very high and more expensive than detergent for adult
• Did not focus on running marketing campaigns to promote for their
products
Do not build good reputation
The low brand recognition
The confusion when customers make decision which one is the best for their
children.

7. TARGET AUDIENCES
Large-scale
businesses
• Wholesale and
retail firms
• Ex: Metro, Co-op
Mark …
Healthcare
centers
• Children’s hospital
• Maternity hospital
• Dermatological
hospital
Average and
small businesses
• Grocery stores:
Medicare, Guardian
• Baby stores:
Me&Be, Be Yeu

8. • Are not pioneers
• Are having many rivals.
• Lack of variety.
don’t want to limit and impose customers’
choices.
SWOT ANALYSIS
• Economic and population growth
• Understand and fulfill competitors’
weaknesses
• Strong organizational and brand reputation
• Tested and certified by both the US and
Vietnamese Consumer Product Safety
• Cut down on utility expenses
• No extra fee for research
• Efficient media technology and consumer’s
relationship management.
• Are so new
• Have limited product lines for babies,
• Competitors are strong and have been in
the field for long time
Strengths Weaknesses
Threats Opportunities

9. ARIEL COMPETITORS
D-NEE PIGEON
o Currently a leading brand in Thailand
manufactured by Bio Consumer Co. Ltd.
o The brand is currently being exported to
other ASEAN countries and has been the
preferred brand of choice for moms in
over 10 years.
o Tested by certified laboratories to
guarantee that they are safe and irritation-free.
o No dyes, no optical brighteners, no fabric
softener, and no bleach
o Founded in 1957 in Japan
o Recognized as a leading company in the
field of production of goods for infants.
o Tries to see the world through baby’s
eyes, baby’s healthy growth and mother’s
changing needs to create and produce
excellent products
o Claims to value baby’s health and
comfort; mother’s ease and convenience
in using their products.

10. COMPARISON
Criteria D-nee Pigeon Ariel 2in1 Baby Care
Brand recognition
Product quality
Price competitiveness
Distribution channels
Product varieties
Sustainability
Overall
Green = Good Blue = Average Red = Poor

11. PRICING, DISCOUNT AND PROMOTION
STRATEGIES
Discount 15% /box ( less than 3 year
contract)
1 liter 2 liter 2.7 liter 4 liter 4.7 liter
$10.2 $20.4 $30.6 $35.7 $51
Discount 20 % /box ( more than 3
years contract)
1 liter 2 liter 2.7 liter 4 liter 4.7 liter
$9.6 $19.2 $28.8 $33.6 $48
Pricing ( Bottle)
1 liter 2 liter 2.7 liter 4 liter 4.7 liter
$2.33 $4.66 $6.55 $8.21 $10.85
Pricing (6 bottle/ Box)
1 liter 2 liter 2.7 liter 4 liter 4.7 liter
$12 $24 $36 $42 $60
More than 5000 boxes/year

12. SALES FORECAST
Year Unit
(Littre)
Revenue
( Billion VNĐ)
Market
share
(%)
2014 7,500,000 25 15
2015 9,000,000 32 18
2016 12,000,000 50 22
• Wholesalers: 20 wholesalers*1000 units per day = 200000 units per day capacity
• POSM: 60 POSMs * 20 units per week = 1200 units per week capacity
• Retail outlet: 2,000 outlets * 100 units per day = 200,000 units per day capacity
• Agent: 15 agents * 10 units per day = 150 units per day capacity

13. STRATEGIES AND IMPLEMENTATION
B2B:
Hospital
channels
• Relationship
building and
marketing
POSMs
• Touch and feel
zone
• Free sample
• Gather feedback
• Collect
customers’
information
• Improve and
develop products
Sales force
• Contact with
distribution
channels, stores
• Build relationship
• Get orders
• Give
discount/promotion
Stores
• Trade with
consumers
• Gather feedback and
suggestion
Consumers
• Experience the
products
• Give feedback and
commend if
needed
Time period
(7/2014–6/2015)
Program
7/2014 - 10/2014 B2B, sales force
11/2014 - 1/2015 POSMs, sales force
2/2015 - 4/2015 Sales force
5/2015 - 6/2015 Stores, consumers