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1
10 STEP Marketing Plan for PH Care Pure ‘N Fresh Feminine Wash
Ma. Cerissa M. NaguiFebruary 2010
5 Steps for Part 1 (PTM and Positioning)
1. PH Care Pure ‘N Fresh’s PTM is Female Teenagers
2. A Feminine wash made especially for Teens. A perfect partner. Lowest Price.
3. Can choose Lactacyd Confidence, Carefree4. Gap is all other brands focus on giving
refreshing feeling and other variety for feminine wash .
5. The market size is P4.76B. PH Care niche is P83M.
5 Steps for Part 2(Marketing Mix & Strategy)
6. PH Care’s Pure ‘N Fresh Feminine Wash
7. Lowest Price 8. Uses TV, Print Ads, Events 9. Is distributed nationwide10. Uses a low cost producer and a
niche approach to win
4
Positioning to the Primary Target Market
Part 1:Steps 1 to 5
1.PH Care Pure ‘N Fresh primary target market (PTM) are the Female Teens
Demographics (13-24, F, social class ABC, single)
Lifestyle (study, becoming a young woman)
Behavior (2-3x a day, daily, 150 ML P99, gentle and mild feminine wash, made for teens)
I want to feel confident in my changing body.
I am experiencing the teen life.
2. My PTM’s NWE
Female Teens needTo feel confident, Self-Esteem, Self actualization
Female Teens choose PH Care Pure ‘N Fresh over other feminine wash because of ….
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
Female Teens expect this when they use PH Care Pure ‘N Fresh
Want to be fun and happy, feel good and confident, a perfect partner
3a. PH Care Pure ‘N Fresh has many formidable competitors
Direct Competitors
Lactacyd Confidence
Carefree Betadine
Indirect Competitors- Soaps, Water
Variables: Age, Specific Use, Availability, Brand, Price
3a. PH Care Pure ‘N Fresh has many formidable competitors
3b. Competitive Position Map
1. Price vs. Age2. Brand vs. Positioning
PH Care Pure ‘N Fresh is #1 in niche: low priced product for 16-22yrs
Price/ Age Matrix
13-24 yrs 25-40 yrs 41yrs up
High price
Low Price
Lactacyd Confidence
Carefree
PH CarePure ‘NFresh
Price vs. Age Matrix
PH Care
Lactacyd Confidence
Betadine
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
4. PH Care Pure ‘N Fresh positions strongly in a niche market opportunity
PH Care Pure ‘N Fresh is the only feminine wash that has the
Lowest price A perfect partner for Teens
No brand has a similar position.Others focus on giving a refreshing feeling,
variety and cleansing.
5a. Based on competitor data, feminine wash market is P4B
Source:http://www.philstar.com/Article.aspx?articleId=458630
5b. Based on Unilab data, where PH Care share is 5%, total market size is 1.66 billion
1. Unilab Philippines data: PH Care sales is P83 million
2. Unilab claims market share of 5%3. Then total feminine wash market size
is P83 million/.05 = P 1.66 billion
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
5c. Consumer data indicates a size of P 8.61 billion
Feminine Wash Usage:
10 million female teens wash average of 2x per day using 1.25mL feminine wash which costs around P1.18 per washing
10 M x 2 x P1.18 X 365 = P8.61 billionSource:http://en.wikipedia.org/wiki/Demographics_of_the_Philippines
5. Concluded that feminine wash market is 4.76 billion
1. Competitor data= P 4B
2. Company data = P 1.66 B
3. Usage data = P 8.61 B
18
The Marketing Mix Strategy
Part 2:Steps 6 to 10
Product shot of direct
competitors
6a. Feminine Wash category is dominated by 4 major brands
6a. Feminine Wash category is dominated by 4 major brands
Product shot 2 of indirect
competitors
How product looks in supermarket shelves
6b. PH Care Pure ‘N Fresh
PH Care Pure ‘N Fresh feminine wash is especially made for teens. It’s mild and gentle, just right for a sensitive feminine area.
There are 3 New Scents- sprinkle, sparkle and sunshine
There are 4sizes, 5 mL sachet, 50 ML, 150 ML and 250 ML
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.
8a. PH Care Pure ‘N Fresh Promo
TV Adshttp://www.youtube.com/watch?
v=t97k1PD84ZY&feature=related http://www.youtube.com/watch?
v=xT0N9GIHkCE&feature=related
8b. Lactacyd Confidence Promo
Lactacyd’s Website: www.lactacyd.ph
TV Adshttp://www.youtube.com/watch?
v=QKSdlnVX-pw&feature=related
8b. Lactacyd Promo
TV Ads
http://www.youtube.com/watch?v=lFj7KBycnQs
8b. Carefree Promo
8b. Betadine Promo
TV Ads
http://www.youtube.com/watch?v=hIsnW1dNfCQ
9. PH Care Pure ‘N Fresh is distributed nationwide using Unilab’s distribution network
Supermarkets, sari-sari stores, convenience outlets, drugstores, market stalls
Nationwide Pick-up by customers Cash and credit transaction
10. PH Care Pure N’ Fresh is a low cost producer and a niche leader
PH Care Pure ‘N Fresh main strategy is to dominate the niche market of 13 to 24 year old female teens.
It benefits from the distribution leverage of Unilever.
Has the lowest price and positions itself as a great partner for female teens.
30
SUMMARY
5 Steps for Part 1 (PTM and Positioning)
1. PH Care Pure ‘N Fresh’s PTM is Female Teenagers
2. A Feminine wash made especially for Teens. A perfect partner. Lowest Price.
3. Can choose Lactacyd Confidence, Carefree4. Gap is all other brands focus on giving
refreshing feeling and other variety for feminine wash .
5. The market size is P4.76B. PH Care niche is P83M.
5 Steps for Part 2(Marketing Mix & Strategy)
6. PH Care’s Pure ‘N Fresh Feminine Wash
7. Lowest Price 8. Uses TV, Print Ads, Events 9. Is distributed nationwide10. Uses a low cost producer and a
niche approach to win
33
10 STEP Marketing Plan for PH Care Pure ‘N Fresh Feminine Wash
Ma. Cerissa M. NaguiFebruary 2010