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10 step marketing plan ysa nagui

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10 step marketing plan ysa nagui

  1. 1. 10 STEP Marketing Plan for PH Care Pure ‘N Fresh Feminine Wash Ma. Cerissa M. Nagui February 2010
  2. 2. 5 Steps for Part 1 (PTM and Positioning) <ul><li>PH Care Pure ‘N Fresh’s PTM is Female Teenagers </li></ul><ul><li>A Feminine wash made especially for Teens. A perfect partner. Lowest Price. </li></ul><ul><li>Can choose Lactacyd Confidence, Carefree </li></ul><ul><li>Gap is all other brands focus on giving refreshing feeling and other variety for feminine wash . </li></ul><ul><li>The market size is P4.76B. PH Care niche is P83M. </li></ul>
  3. 3. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>PH Care’s Pure ‘N Fresh Feminine Wash </li></ul><ul><li>Lowest Price </li></ul><ul><li>Uses TV, Print Ads, Events </li></ul><ul><li>Is distributed nationwide </li></ul><ul><li>Uses a low cost producer and a niche approach to win </li></ul>
  4. 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
  5. 5. 1.PH Care Pure ‘N Fresh primary target market (PTM) are the Female Teens <ul><li>Demographics (13-24, F, social class ABC, single) </li></ul><ul><li>Lifestyle (study, becoming a young woman) </li></ul><ul><li>Behavior (2-3x a day, daily, 150 ML P99, gentle and mild feminine wash, made for teens) </li></ul>
  6. 6. I want to feel confident in my changing body. I am experiencing the teen life.
  7. 7. 2. My PTM’s NWE <ul><li>Female Teens need </li></ul><ul><li>To feel confident, Self-Esteem, Self actualization </li></ul><ul><li>Female Teens choose PH Care Pure ‘N Fresh over other feminine wash because of …. </li></ul><ul><li>Freshness, New Scent, Hypoallergenic, Most Gentle and Mild, credibility and awareness of the company, Brand, A feminine wash made especially for Teens, Just right for a sensitive feminine area, Lowest Price </li></ul><ul><li>Female Teens expect this when they use PH Care Pure ‘N Fresh </li></ul><ul><li>Want to be fun and happy, feel good and confident, a perfect partner </li></ul>
  8. 8. 3a. PH Care Pure ‘N Fresh has many formidable competitors <ul><li>Direct Competitors </li></ul>Lactacyd Confidence Carefree Betadine
  9. 9. <ul><li>Indirect Competitors </li></ul><ul><li>- Soaps , Water </li></ul><ul><li>Variables: Age, Specific Use, Availability, Brand, Price </li></ul>3a. PH Care Pure ‘N Fresh has many formidable competitors
  10. 10. 3b. Competitive Position Map <ul><li>Price vs. Age </li></ul><ul><li>Brand vs. Positioning </li></ul>
  11. 11. PH Care Pure ‘N Fresh is #1 in niche: low priced product for 16-22yrs Lactacyd Confidence Carefree PH Care Pure ‘N Fresh Price vs. Age Matrix PH Care Lactacyd Confidence Betadine Price/ Age Matrix 13-24 yrs 25-40 yrs 41yrs up High price Low Price
  12. 12. PH Care Pure ‘N Fresh unique positioning is shown in this competitive map Many competitors focus on giving refreshing feeling and variety for feminine wash. Positioning vs. Brand Matrix
  13. 13. 4. PH Care Pure ‘N Fresh positions strongly in a niche market opportunity <ul><li>PH Care Pure ‘N Fresh is the only feminine wash that has the </li></ul><ul><li>Lowest price </li></ul><ul><li>A perfect partner for Teens </li></ul><ul><li>No brand has a similar position. </li></ul><ul><li>Others focus on giving a refreshing feeling, variety and cleansing. </li></ul>
  14. 14. 5a. Based on competitor data, feminine wash market is P4B Source: http://www.philstar.com/Article.aspx?articleId=458630
  15. 15. 5b. Based on Unilab data, where PH Care share is 5%, total market size is 1.66 billion <ul><li>Unilab Philippines data: PH Care sales is P83 million </li></ul><ul><li>Unilab claims market share of 5% </li></ul><ul><li>Then total feminine wash market size is P83 million/.05 = P 1.66 billion </li></ul>Source: http://business.inquirer.net/money/breakingnews/view/20081216-178360/Unilab-gets-Palace-excellence-award http://www.youngmarketmasters.com/html/events-2008-awardees-desc.html
  16. 16. 5c. Consumer data indicates a size of P 8.61 billion <ul><li>Feminine Wash Usage: </li></ul><ul><li>10 million female teens wash average of 2x per day using 1.25mL feminine wash which costs around P1.18 per washing </li></ul><ul><li>10 M x 2 x P1.18 X 365 = P8.61 billion </li></ul>Source: http://en.wikipedia.org/wiki/Demographics_of_the_Philippines
  17. 17. 5. Concluded that feminine wash market is 4.76 billion <ul><li>Competitor data= P 4B </li></ul><ul><li>Company data = P 1.66 B </li></ul><ul><li>Usage data = P 8.61 B </li></ul>
  18. 18. The Marketing Mix Strategy Part 2: Steps 6 to 10
  19. 19. 6a. Feminine Wash category is dominated by 4 major brands Product shot of direct competitors
  20. 20. 6a. Feminine Wash category is dominated by 4 major brands Product shot 2 of indirect competitors How product looks in supermarket shelves
  21. 21. 6b. PH Care Pure ‘N Fresh <ul><li>PH Care Pure ‘N Fresh feminine wash is especially made for teens. It’s mild and gentle, just right for a sensitive feminine area. </li></ul><ul><li>There are 3 New Scents- sprinkle, sparkle and sunshine </li></ul><ul><li>There are 4sizes, 5 mL sachet, 50 ML, </li></ul><ul><li>150 ML and 250 ML </li></ul>
  22. 22. 7. Price- PH Care Pure ‘N Fresh is the lowest price among other brands PH Care Pure ‘N Fresh offers the lowest price as it commits itself as a great partner for teens.
  23. 23. 8a. PH Care Pure ‘N Fresh Promo <ul><li>TV Ads </li></ul><ul><li>http://www.youtube.com/watch?v=t97k1PD84ZY&feature=related </li></ul><ul><li>http://www.youtube.com/watch?v=xT0N9GIHkCE&feature=related </li></ul>
  24. 24. 8b. Lactacyd Confidence Promo <ul><li>Lactacyd’s Website: www.lactacyd.ph </li></ul>
  25. 25. <ul><li>TV Ads </li></ul><ul><li>http://www.youtube.com/watch?v=QKSdlnVX-pw&feature=related </li></ul>8b. Lactacyd Promo
  26. 26. <ul><li>TV Ads </li></ul><ul><li>http://www.youtube.com/watch?v=lFj7KBycnQs </li></ul>8b. Carefree Promo
  27. 27. 8b. Betadine Promo <ul><li>TV Ads </li></ul><ul><li>http://www.youtube.com/watch?v=hIsnW1dNfCQ </li></ul>
  28. 28. 9. PH Care Pure ‘N Fresh is distributed nationwide using Unilab’s distribution network <ul><ul><li>Supermarkets, sari-sari stores, convenience outlets, drugstores, market stalls </li></ul></ul><ul><ul><li>Nationwide </li></ul></ul><ul><ul><li>Pick-up by customers </li></ul></ul><ul><ul><li>Cash and credit transaction </li></ul></ul>
  29. 29. 10. PH Care Pure N’ Fresh is a low cost producer and a niche leader <ul><li>PH Care Pure ‘N Fresh main strategy is to dominate the niche market of 13 to 24 year old female teens. </li></ul><ul><li>It benefits from the distribution leverage of Unilever. </li></ul><ul><li>Has the lowest price and positions itself as a great partner for female teens. </li></ul>
  30. 30. SUMMARY
  31. 31. 5 Steps for Part 1 (PTM and Positioning) <ul><li>PH Care Pure ‘N Fresh’s PTM is Female Teenagers </li></ul><ul><li>A Feminine wash made especially for Teens. A perfect partner. Lowest Price. </li></ul><ul><li>Can choose Lactacyd Confidence, Carefree </li></ul><ul><li>Gap is all other brands focus on giving refreshing feeling and other variety for feminine wash . </li></ul><ul><li>The market size is P4.76B. PH Care niche is P83M. </li></ul>
  32. 32. 5 Steps for Part 2 (Marketing Mix & Strategy) <ul><li>PH Care’s Pure ‘N Fresh Feminine Wash </li></ul><ul><li>Lowest Price </li></ul><ul><li>Uses TV, Print Ads, Events </li></ul><ul><li>Is distributed nationwide </li></ul><ul><li>Uses a low cost producer and a niche approach to win </li></ul>
  33. 33. 10 STEP Marketing Plan for PH Care Pure ‘N Fresh Feminine Wash Ma. Cerissa M. Nagui February 2010

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