Procter and-gamble-marketing-plan-presentation(gr.6-12-abm-industrious.)

Procter and
Gamble
Presented by: Chesca Mae Suarez
MARKETING
PLAN
THE HEART OF WHAT WE DO AND WHY WE DO IT

Executive Summary
Vision, Mission and Purpose
Where we are Headed
Shor and Long-term Goals
Situational Analysis
Marketing Objectives
Key Statistics
Sales Target and Target Market
Strategies
Advertising
The Team
Table of
Contents

Executive
Summary
This Marketing plan is presented for Procter and Gamble Company, which sells various
categories such as Baby Care, Fabric Care, Family Care, Feminine Care, Grooming, Hair Care, Home Care,
Oral Care, Personal Health Care and Skin & Personal Care. We've innovated a Baby Bar Soap that pivots on
Anti-bacterial factor and features and our very own Marketing Plan will depict our ideals and visions for the
said Product, as we try to measure our limits and expand the opportunity headed to us in the market.
Procter and Gamble started in 1880s by William Procter and his family, they launched a inexpensive soap
named Ivory in 1879. However, in 1890, Procter and Gamble decided to be a Public company and that is the
start of their impeccable journey in Business Industry. 80 years ago, Procter and Gamble then started
operations in the Philippines and that made P&G Philippines as the third oldest P&G subsidiary worldwide.
There are several Big companies that offers the same category we're opt to cater, which
apparently leaded by Kimberly Clark Corp,Nestle SA, Johnson and Johnson and Unilever. In terms of brands
that caters baby bar soap, we have Dove, Cetaphil and Johnson's baby soap that are all well known brands
especially here in the Philippines. We've innovated a Baby Bar Soap which pivots on Anti-bacterial factor and
as we can tell, is sharing a narrow differences from our existing line of category. This bar soap offers the
quality of caring babies skin as well as protecting them to ever bacterias and germs that existed. It gives
reassurance that your baby's skin is not just healthy inside and out, but also protected.There are similar
products existed in the market, but covers only the bare minimum, and as we are aspired to fully deliver the
love and care for babies, we want it covered.
Our target Market is Parents with babies ages from 1 to 12 months old and up to toddlers as
well as they are exploring the world, dirty and naughty. We opt to cater those who's at their 20s to 40s and
that values bacteria protection and gentleness to their babies skin. These parents are also purchasing their
babies and toddlers bar soap twice in one month and from income class B,C and D. We plan to do a
marketing campaign through social media marketing. Our marketing budget would be 10 Million Philippine
pesos through out the year and will be spread to the following marketing activities; Advertising, Channeling,
Products, Calling our targeted customers, and building an effective Marketing strategies.
In all-inclusive, we have developed a Marketing plan that will help us reach our target and
touches our stakeholders and the public. This mainly opted to help us to be the main provider of Baby bar
soap in the Philippines and to sustain our market shares position.We are greatly enthusiastic to express our
experience and visions on selling our very own baby bar soap.

Parent Company Vision
To be the best consumer products and services
company in the world.
Parent Company Mission
To provide branded products and services of
superior quality and value that improve the
lives of the world’s consumers, now and for
generations to come.
Brand's Purpose
Pampers Purpose
At Pampers, our responsibility and passion
is simple: to serve families and their little
ones. We remain committed to ensure that
babies have the brightest beginnings

Identify major
market needs
Highlighting our
customers and target
market and creating the
best and most probable
product for them.
Build a product
accessible on most
part of the country.
We want to reach our
target precisely and
thus a concise channels
which is part of
Marketing plan is one of
our strategy.
Grow a community
of empowered
customers
We'd love to be part of
every empowered
Mothers and Fathers
who is keen on
protecting and caring
their baby's and
toddlers skin.
Launch industry's
best collaboration
feature
Associating our brand to
crossover product
particularly safeguard,
we opt to create a
better market
reputation.
Where We Are Headed

Long-Term Company Goals
Short-Term Company Goals
• Build a product accessible Nationwide
• Launch industry's best collaboration feature
• Grow a community of empowered customers
• Learn about our category's Market trends and Identify
competitors
• Identify wide range of customers
• Launch our biggest online marketing campaign

Strengths
Opportunities
Weaknesses
Threats
Add your
idea here
SITUATIONAL ANALYSIS SWOT ANALYSIS
-First of its
kind to
introduce
antibacterial
baby bar soap
in the market
High Quality
produced
product due to
string financial
position of P&G
Strong Brand
reputation from
its existing
products
Huge customer
base
Not that popular
in rural areas, as
its existing
product, baby
diapers from
pampers being
unpopular in rural
areas, it may also
arrive on the
same situation.
Baby bar
soap is not
much
preferred by
parents as
compared to
liquid baby
soap
Introducing a new
position in the
market category thus
may lack recognition
and might produce
confusions and
doubts to its
gentleness.
Tied up with
well known big
brand,
Safeguard in
particular.
Growing Sub-
urban and rural
market
-Regular
Consumption of
customers which
leads to high
involvement
Parents concern
associated with
the germs and
bacterial
infections for its
toddler/babies
Competitive
big brands in
the same
market
Easy Substitutes;
Liquid soap
substitutes,
local and
indigenous
product
Substitutes.
Sensitive product
category. A little to
slight conflict/issue
may affect the image
of the brand and the
product and may
lose the interest and
trust of the parents.

INTERMEDIARIES: COMPANY:
• Robinson’s supermarket
• Sm supermarket
• Puregold
• Mercury drugs
• Ultramega Supermarket
• Fishermall Supermarket
• Savemore
• Super8
• Waltermart
• Mercury drug
• 7/11
• Johnson’s baby soap
• Dove baby bar soap
• Cetaphil
• Himalaya
SUPPLIERS: CUSTOMERS:
• Managers, Machine operators,
delivery staff(couriers), raw
materials processors (staffs,
equipment, and appliances.),
Machineries, Vehicles,
packaging staffs, packaging
equipment, hygiene monitor
staffs for other crews working
to process ingredients.
• Parents who
values gentleness
as well as germ
and bacteria
protection for
their baby’s skin
and health.
COMPETITORS: PUBLIC:
• Media Influencers (YouTubers that has
review contents), bloggers and review page
on social media, Stakeholders, Non-profit
organization namely UNICEF.
• RB Tool & Mfg. Company, Columbia
Machine Inc., HPV Engineering,
s.r.o., Nelson Packaging Company
Inc., Shanghai Morimatsu
Pharmaceutical, Multi-Color
Corporation, DYNACAST, Evonik
Industries and etc.
SITUATIONAL
ANALYSIS
MICRO ENVIRONMENT

POLITICO-LEGAL: ECONOMIC:
• Devaluation of the domestic currency may
affect the imports of probable cost of raw
materials and may shrink or cause trade
deficit. Similarly, Trade restrictions may
also cause underproduction and influence
a high cost for the brand and the
customers. Taxation also has major role in
this industry as it forces the brand and the
company to increase or decrease the
production of their products and radically,
the products cost.
• Advance machineries processing raw
materials helps the company to have a
great multi-tasking ability and impacts the
production time.
DEMOGRAPHIC: SOCIO-CULTURAL:
• Growing or changes in population rate foresees
our product situation as it depicts our stand on the
market. A growing rate of population is an
opportunity for us to have high involvement in
various intermediaries available and thus a
decreasing rate of population threatens the
production and the situation of our product.
Income changes may also come into the picture as
it affects the purchasing power and choices of the
market.
• Trends is rationally defined as a general direction in which
something is developing or changing. A changes pf
preferred soap in such time span may threaten or give the
brand an opportunity to grow or to head downward as the
trend may not match the product we’re offering. Also,
beliefs of the public influence the brand and the product in
a good or bad manner. If the public’s belief about our
product concerning germ protection and anti-bacterial
soap is not as benign as other soaps, this affects the image
and the sales of our bar soap.
TECHNOLOGICAL: NATURAL:
• -We opt to launch a soap in which uses fresh and clean water to
produce such impeccable quality, thus whenever a flood comes along,
the water production may be affected and Contamination and poor
quality of water may influence the production process, may cause
delay because in this matter, water may took some time to sets in its
freshest and clean water.
• Soap requires solutions and ingredients to be
produced and an increase in the cost of raw
materials influence the production of the bar
soap. It forces the brand and the company to
increase its selling price as it needs to adjust to
extract profit, thus this may lead to losing
customers and decrease the competitive ability of
the product. Similarly, a devaluation of the
domestic currency may affect the imports of
probable cost of raw materials and may shrink or
cause the trade deficit..
SITUATIONAL
ANALYSIS
MACRO ENVIRONMENT

Problem or
Opportunity
1. Our proposed bar soap is
a product of a crossover
brand. We are the marketing
team under pampers and we
collaborated with safeguard,
we would like to assess if the
market will accept the idea
of a baby bar antibacterial
soap together with its
pampering gentleness.
Research
Objectives
2. PROJECT OBJECTIVE
- To assess the market
possibilities of accepting our
crossover Product.
- To be able to come with
effective marketing strategy to
attain a successful outcome of
our product.
Research Questions
and information
needed
3. Is the new product we proposed hard
to get in to the market category?
What are the market insights about germ
protection baby bar soap?
What are the qualities does our target
market looking for?
4. INFORMATION NEEDED:
1. We opt to use Quantitative design.
Our team decided to gather and use
Primary Information as our product aim's
to understand the market we are
assuming to enter.
Method of
collection
5. METHOD OF COLLECTION:
The research will be computer-
administered survey.
6. The survey will be self-
adminterested as we cope to
the new normal and protecting
ourselves to the virus.
Core Part of the survey
Good day! We're grateful for giving us the
time to participate to our Marketing
research. On behalf of my team I, Chesca
Suarez Hopes you find this whole survey
brief and rational. We opt to determine
whether the market will give us warm
welcome to their baby's bath kit. Our
proposed bar soap is a product of a
crossover brand. We are the marketing team
under pampers and we collaborated with
safeguard, we would like to assess if the
market will accept the idea of a baby bar
antibacterial soap together with its
pampering gentleness. It will also give us
effective ideas to establish our marketing
strategies especially our marketing plan.
Again, we appreciate your participation and
we thank you and value you with utmost
importance.
SITUATIONAL ANALYSIS
MARKETING RESEARCH

Core part and summary of the survey form:
MARKETING RESEARCH
The research is expected to be
accomplished in one week, with
complete sample size responses
of 25 in December 2, 2021.
After collecting and attaining
the data, it shows that most of
the respondents are keen on
trying new baby bar soap due to
96% of Anti-bacterial bar soap
feature choice and 88%
readiness on buying Baby Anti-
bacterial bar soap. It is
recommended to empower baby
bar soap advertising to further
influence our customers as 76%
of responses prefers liquid soap
than bar soap that rates 24%.
Interpretation of results
and recommendations

Marketing
Objectives
To be able to find our team's purest purpose, we
establish an objective that is S.M.A.R.T
-Increase sales up to 1.5% by the end of February 2022
- Increase product awareness of 10% by the end of March In 2022
-Improve website conversion by the end of the year 2021 up to 5%.
-Achieve at least 35% customers product review/ rating every quarter.
-Increase our market share up to 20% annually.
-Improve product recognition among 21 to 40 years old age group up to 10% each month.
-Boost our customer retention rate up to 15% by the end of April 2022.

Key Statistics
What keeps us going
With the current status and market we're in,
we value the spot of our parent company
and hence, we would be in great
enthusiasm to pursue and prove our
position in the industry with a crossover
product. Also, we want to reach those who's
never been touch by our gentle and
protecting brand. We wanted to fill what is
lacking. Supporting the very best potential
of our Market category.
Market shares of P&G in different
categories as of 2021. Revenue and income
in Million U.S dollars.
Market shares of P&G in baby care category
and its competitors worldwide as of 2021.
Revenue and Income in Million U.S dollars.

Demographics
Males and Females ages from 21 to 40 and
above years old, Married and from Income
Class B,C and D.
Geographics
Residing in Luzon, Visayas and Mindanao
from Urban and rural areas in the
Philippines living in a hot climate.
Psychographics
Values germ and bacteria protection as
well as gentleness. Keen on criterias such
as Quality, Price and Brand of a baby soap.
Behavioural
Interested to buy and associate their
baby's skin to our Anti-bacterial baby bar
soap and purchases their baby bar soap
twice a month.
TARGETING
TARGET MARKET

Online
Metro-Manila
Calabarzon
TOTAL SALES VOLUME
SALES DISTRIBUTION
CHANNELS
1st Quarter 2nd Quarter 3rd Quarter 4th Quarter
75,000 100,000 125,000 150,000
20.4%= 15,300 20.43%=20,430 20.44%=25,550 20%=30,000
SHARING FACTOR
22.6 %= 16,950
Supermarkets : 6,450
Sari- Sari Store: 6,050
Mini stores/Drugstores: 4,450
SHARING FACTOR
19.57%=19,570
SHARING FACTOR
19.58%=24,475
SHARING FACTOR
20%=30,000
SHARING FACTOR
16%= 12,000
Mini stores/ Drugstores: 2,175
SHARING FACTOR
12.50%= 12,500
SHARING FACTOR
12.98%= 16,225
SHARING FACTOR
13%= 19,500
TARGETING
SALES TARGET

CHANNELS
1st Quarter 2nd Quarter 3rd Quarter 4th Quarter
North Luzon
Visayas
Mindanao
75,000 100,000 125,000
SHARING FACTOR
15=18,750
Supermarkets:8,750
TARGETING
SALES TARGET
TOTAL SALES VOLUME
75,000 100,000 150,000
TOTAL SALES VOLUME
SALES DISTRIBUTION
SHARING FACTOR
14.17%= 10,625
SHARING FACTOR
15,50=15,500
Supermarkets:6,550
SHARING FACTOR
15=22,500
Supermarkets:9,705
SHARING FACTOR
13.67%= 10,250
Supermarkets :4,050
SHARING FACTOR
16%= 16,000
Supermarkets: 6,300
SHARING FACTOR
16%= 20,000
Supermarkets: 9,500
SHARING FACTOR
16%= 24,000
Supermarkets: 11,500
SHARING FACTOR
13.17%= 9,875
SHARING FACTOR
16%= 16,000
Supermarkets: 5,800
SHARING FACTOR
16%= 20,000
Supermarkets: 8,700
SHARING FACTOR
16%= 24,000
Supermarkets: 11,000

Positioning
Communication Tools | Message
Channel
Fb:https://www.facebook.com/109914928209351/posts/10
9915414875969/?substory_index=0&app=fbl
IG:https://www.instagram.com/p/CXY31m3p2Bm/?utm_me
dium=copy_link
Twitter: https://mobile.twitter.com/Pampersbarsoap

PRODUCT
Brand Name
Pampers
Logo
Packaging
Primary Container Label: INGREDIENTS:
Sodium Palmate,
Tapioca Starch, Water,
Sodium Palm
Kernelate, Glycerin,
Fragrance,
Triclocarban, Palm
Kernel Acid, Sodium
Chloride, Titanium
Dioxide, Aloe
Barbadensis Leaf
Extract, CI 45410, CI
14700.
Manufactured By:
Procter & Gamble
Philippines, Inc. 6750
Ayala Avenue, Makati
City, Philippines.
Questions?
Comments?
Toll free #1-800-1-888-
8008 Metro Manila #
894-3955 Batch
No./Mfg. date: See
Label Augmented
Product
Get baby small goody bag for
purchase worth 300 pesos. Voucher
for online check out 25% cash back.
Core benefits
To bath babies with double
protection. Germ free and gentle.
Actual
Product
Baby Bar Soap
Brand
Development
Multi-Brand Development

PRODUCT
Price
:
Given:
Variable Cost= 35
Mark-up= 15%
Fixed Cost= 827,500
Unit sales= 54,000
Cost-Plus Pricing.We've decided to
use cost-plus pricing strategy
mainly because it foresees our
profit. Also because it helps us to
maintain the desired market margin.
It balances all-in-all transaction
done in the business and ensures
the gains of the business.
Pricing
Strategy:
Pricing Strategy 2
Product Bundle Pricing
Since our existing product has a
bundle pack of pampers, why
not might do it as well to our
cross-brand product? Since
most competitors in the market
only sells sole main product in a
packaging, it is a game changer
to sell three to four pieces of
soap to have a bundle
considering that most baby bar
soaps are only available per
piece in a packaging woth
various sizes.
Pricing Strategy 3
We would like to consider this idea of
pricing since we had actually didn't
encounter such pricing strategy in the
same market as we art to begin with
a baby bar soap with various different
product in signed is kind of exciting
and enjoyable for the mothers and
their babies. We also wanted our
product to be more of a single
positioned or solely position in such
quality in the market we are in. It
promotes the new product we have in
may out sells competitors too
Pricing Strategy 4
For market penetration since
our proposed product is a
product of a crossover brand
nevertheless a multi-brand,
market penetration can help us
in a way to to outsell
competitors despite being a
freshly or rather new to to the
said market which is baby
soap. It will then convince and
encourage buyers to purchase
our product into also promote
our brand.

CUSTOMER
Finding the right
Characterization of our
Customer to fully
establish a profile we
are assuming to deal
with.
Demographic keys:
Geographic keys:
Psychographic keys:
Challenge
Preferred Channels
Preferred Contents
- Ages from 21 to 40 years old
- from income class B, C and D
- Married and Single Parents
- Gender: 20% Male, 80% Female
- From Philippines,
mainly in Urban, Sub-
urban and Rural areas.
-Values Anti-bacterial protection
-Values Gentleness of a bar soap
- Interested in Bar soap rather than a Liquid soap
- Keen on assuring their babies and toddlers are
safe from virus, germs and bacteria while playing
but couldn't think of a way to do so.
- loves to take care of their babies skin and health.
- A bit skeptical to ensure their baby's skin
health/texture when using anti-bacterial soap.
- Easily to switch up and find substitutes when
their baby's soap is not available.
- Needs a baby soap that is not too moisty and
easily deformed when not using liquid soap.
- Uses Big three social media Platforms in the
Philippines to follow shop accounts. Namely,
Twitter, Facebook and Instagram pages.
- Watches Baby care products reviews on YouTube.
- Follows Parenting Contents Vloggers on YouTube
and Facebook.
-Blogs
-Videos
- Social Media Posts

Havpak Inc.
Nippon Shokubai Company Ltd.
CSG Marketing Solutions
P&O Ferrymasters
Nelson Packaging Company
Manufacturer's
Representatives
Manufacturer
Procter and Gamble
Business Distributors and Suppliers
Distributor:
Quigley-Simpson
Rising Display Products
Southern Graphic System
Publicis
SMG/ Starcom
Suppliers:
Ziba
Zahoransky-Group
Marina Maher Communications
Ketchum Inc.
B2B CHANNEL 3
Pampers
Business
Company/Brand

-Valiant distribution, Inc.
-ED AND F MAN PHILIPPINES INC.
-Wills International sales Corp.
-SYSU International, Inc.
-Bonheur Marketing Corporation.
-JR&R Distributors, Inc.
-Federated Distributors, Inc.
-Marina Sales Incorporated
-Marubeni Philippines Corporation.
Wholesalers
Business Distributors and Suppliers
Distributor:
Quigley-Simpson
Rising Display Products
Southern Graphic System
Publicis
SMG/ Starcom
Suppliers:
Ziba
Zahoransky-Group
Marina Maher Communications
Ketchum Inc.
Manufacturer
Procter and Gamble
B2C CHANNEL 2
Retailers
-Robinson’s supermarket
-Sm supermarket
-Puregold
-Mercury drugs
-Ultramega Supermarket
-Fishermall Supermarket
-Savemore
-Super8
-Waltermart
-Sari-sari stores. (Kevian store, Nonoy Store,
Naily Sari-sari Store and Many More.)
Customers

The Team
Chesca Suarez
Team Leader,
Presentation Director
and Marketing Manager
Jenneth Adion
Marketing Researcher.
Ronalyn Velasco
Web and Graphics
Designer.
Shane Marie
Anacleto
Media Manager.
Communication
Department.
Statistics and Data
Researcher
Chloe Bautista

Thank you!
You're at the end of the presentation, but don't worry!
as we're glad to hear your expressions.
PROCTER
AND GAMBLE

Procter and-gamble-marketing-plan-presentation(gr.6-12-abm-industrious.)

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