This document outlines a 10 step marketing plan for Downy fabric softener. It identifies Downy's primary target market as housewives and housemaids who want soft fabrics while saving on bills. It analyzes competitors and positions Downy as a premium product with features like antibacterial properties. The plan recommends distributing Downy nationwide and focusing marketing efforts on dominating the niche of housewives through premium pricing and TV commercials.

1. 1
10 STEP
Marketing Plan for DOWNY
Rosalia Reyes
October 2010 Product
Photo here

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. 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
Positioning to the
Primary Target Market
Part 1:
Steps 1 to 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. Feel confident that laundry has
been totally cleaned and softened
everytime by using Downy

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. 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. 3a. Competitors
 Determine the 2 most critical variables
 Make a position map plotting the
different competitors

10. 3b. Competitive Position Map
1. Price vs. Features
2. Brand vs. Positioning
Ensure fabric softness=represent relative
market shares of the brands

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. 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. 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. 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. 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. 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. 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. 5c. Estimate the market size
using customer data
1. Usage per day or per year
 Per washing
 Per household

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. 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
The Marketing Mix Strategy
Part 2:
Steps 6 to 10

22. 6a. Fabric softener is
dominated by 3 major brands
 Photo shot of
 Competitor
Product shot 2
of indirect competitors

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. 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. 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. 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. 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. 8a. Promo

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. 8b. Competitor promo
Show also how your key competitors
communicate
Their commercials
Their websites
And why your communication stands out

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. 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. 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. DEL Is Available In
Shower Fresh Blue
Blossom Fresh Pink
Summer Fresh Yellow
Lavender Breeze
Hypoallergenic Pure Cotton
Scent
8b. Competitor promo

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. 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
SUMMARY
Marketing Plan

38. 10 STEP
Marketing Plan for DOWNY
Rosalia Reyes
October 2010

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. 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