Safeguard - 10 Step Marketing Plan by Blazing Nathan Lee

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Nathaniel LeeNovember 2012

10 Step Marketing Plan forSAFEGUARD (Philippines)


Disclaimer: This 10 Step Marketing Plan is part of the

mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.

The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.

When appropriate, data are “masked” so as not to create unexpected conflicts.

The reports are posted and linked on “Slideshare”, blogs and “Facebook” so that there is easier sharing among students from different marketing classes.


Steps 1-5: PTM and Market1. Target Market: Mothers who “want to

protect their families’ health”, with children

2. NWD: Clean Personal Hygiene, Anti-Bacteria (99% Germ Free), Skin Germ Protection

3. Competitors: Body Wash, Alcohol, Body Wash, Beauty Soaps

4. Gap: Lower Cost, Whitening, Moisturizing

5. Market: The soap category led the personal hygiene market in the Philippines a 51.3% share


Steps 6-10: Marketing Mix & Strategy6. Product: Safeguard Pure White Soap (and other

scents and varieties)7. Price: P13.00 for the smallest to P39.65 for the

Jumbo sized; not exactly the cheapest8. Promo: TV, Radio and Newspaper

Advertisements; Special Events9. Place: Distributed and sold nationwide in

supermarkets, public markets, grocery stores, sari-sari stores, convenience stores & dept. stores

10. Strategy: Safeguard dominates the market because of its leverage in supply and distribution as well as being #1 in the niche market for anti-bacterial soaps.


Primary Target Market Demographics: 24-60 year old Mothers

with children; Class A/B/C; Single Mom or Married

Lifestyle: Mothers that are in charge of family’s personal hygiene products; with active kids who play; with husbands or teen kids who play sports/outdoor activities

Behavior: Used daily during baths, washing of hands before dining; Usage depending on bar size; Concerned with cleanliness, skin protected from germs and smell good.


Part 1: PTM and Market


My PTM Needs

7

Self-Actualization Needs(Self-

Development & Realization)

Esteem Needs (Recognition,

Status)

Social Needs (sense of belonging, love)

Safety Needs (security, protection)

Physiological needs (food, water, shelter)

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

99% Germ Free!Skin Germ Protection

Clean Body


PTM’s Needs, Wants & Demands

Needs: Need to have a clean body from dirt

(Physiological). Need to be protected from germs so as to not

get sick/ill (Safety). Wants:

Want to feel and smell fresh and good. Demands:

24-hour protection from sweat and body odor. One bar of soap will last longer. Good for kids who sweat a lot and get scrapes

and bruises from time to time.


Direct and indirect products that address my PTM’s NWD Direct Competitors:

Vaseline Green Cross Bioderm

Indirect Competitors: Beauty Soaps (Olay, Dove, Palmolive, J&J) Body Wash (Nivea, St. Ives, Old Spice) Others: Alcohol, Alcogel, Waterless soaps

Variables: Price Benefits (skin protection, moisturizing, whitening, etc.) Scent Size for value


2x2 competitive position map for Soap in the PH

Low Price High Price

Anti-Bacteria/Germ Protection

All-around Soap

Safeguar

d

Vaseline

DovePal

molive

Green

Cross

OlayJ&J

Bioderm


Benefit Positioning vs. Brand Map for Soap in the PhilippinesSafeguard Dove Vaseline Olay Palmolive Johnson &

Johnson'sGreenCross Bioderm

24-Hour Protection

Anti-Prickly Heat

Affordable

Everyday Use

Exfoliating

Germ-Free Skin

Menthol

Moisturizing

Prevents Body Odor

Removes Body Odor

Variable Scents

Whitening

Sensitive Skin


Gap Between Product and Customers Where is the marketing opportunity?

Aside from mothers, Safeguard can target single women who want to look good while having clean, protected and fresh smelling skin.

What NWDs are not being addressed? Safeguard can address the NWD for better skin quality.

More women are becoming more conscious about the quality of their skin aside from germ protection. They are looking for soaps that can moisturize or whiten their skins. This is currently being done by Vaseline and Palmolive.

What can be the unique selling proposition for the new product (totally new or repositioned.) “24-Hour Skin Germ Protection with Soft and Smooth

White Skin!”


Market Data Research The market for personal hygiene in the

Philippines increased at a compound annual growth rate of 5.4% between 2004 and 2009.

The soap category led the personal hygiene market in the Philippines, accounting for a share of 51.3%.

The leading player in the Philippines personal hygiene market is Procter & Gamble Company, the makers of Safeguard.

Source: Personal Hygiene in the Philippines to 2014 - http://www.researchandmarkets.com/reports/1450563/


Market Data Research Safeguard is the No. 1 antibacterial soap

worldwide. It is the only bar soap registered with the FDA. Safeguard is designed to provide excellent germ

protection for the whole family. It is an anti-bacterial soap that provides germ

protection for twice as long as ordinary soaps making it the doctors‘ number 1 recommended choice throughout the world.

The market share of Safeguard is the biggest in antiseptic soap category with 22%.

Safeguard is the only soap in the market that is trusted by doctors (PAMET).


Observed: Landmark Supermarket, Makati - 11/07/2012 – 19:30

40%

20%

10%

10%

8%

6%4%

2%

Safeguard

Dove

Olay

Vaseline

Palmolive

Johnson & Johnson's

Green Cross

Bioderm

5a. Estimate the market size using competitor data (Shelf Size)


Estimate The Market Size Using Customer Data Market research on what Filipinos purchase:

II. Nonfood

1. Tide Nature Fresh bar2. Safeguard Soap3. Ponds White Balance Detox cream4. Likas Papaya soap5. Modess sanitary pads6. Ariel Ultra Downy7. Colgate8. EQ diapers9. Surf dishwashing liquid10. Belo soap/beauty essentials

Most of the Top 10 in the nonfood category are actually regular brand favorites which introduced value-for-money packs. Winners for 2007 also were whitening products notably the newly launched Belo beauty essentials.

Source: http://business.inquirer.net/money/topstories/view/20080127-115169/I-know-what-you-bought-last-year


Bath soap usage in the Philippines: 70 million Filipinos take a bath once a

day (at least). A135g @ P34.25 bar of Safeguard can

last for 2 weeks. P34.24 / 12 days = P2.85 per day 70,000,000 x P2.85 x 365 days =

P78.2B

Estimate The Market Size Using Customer Data


Safeguard (P&G Philippines) Market Procter & Gamble Philippines, Inc.

reported P3.729 billion in gross revenues in 2008, up by 8.3%.

Profits went up by 30% to P879 million.

Source: http://www.abs-cbnnews.com/business/01/19/10/pg-take-advantage-2010-recovery


Part 2: Marketing Mix and

Strategy


Photo of Product Category


Photo of Product Competitors


Product Description Manufactured by Procter & Gamble (P&G) Biggest brand of P&G in the Philippines 24-Hour Skin germ protection for the whole family Key active ingredient: TRICLOCARBAN Endorsed by Philippine Association of Medical Technologist

(PAMET) First launched in 1966 locally as a Germicidal soap Sizes: 40g, 90g, 135g & 180g (Jumbo) Variants:

Pure White Classic Beige Floral Pink Active Deo-Cool (Blue & Menthol) Ivory White Care Menthol Eucalyptus (Anti-Prickly Heat) Professional Care Tawas


Price Comparison

Brand < 100 g. 100-125g. 135 g. 180 g. Variant

s

Safeguard 13.00 34.25 39.65 10

Vaseline 23.55 32.05 3

Dove 35.00 55.00 6

Olay 50.00 58.00 3

Palmolive 19.95 27.85 5

Green Cross 28.40 3

Bioderm 28.95 5

Johnson & Johnson's 19.95 29.00 6

Observed: Landmark Supermarket, Makati - 11/07/2012 – 19:30


Which of these modes does your product use?

Mass Personal

Sales Promotion 2 Direct Marketing 4

Advertising 1 Interactive Marketing 1

Public Relations 3 Personal Selling 3

Events and Experiences 4 Word of Mouth 2


Safeguard’s Promotions TV Commercials:

Safeguard is well known for having TV Commercials that show a mother and her conscience. Usually, the conscience would “guide” the mother into buying what’s “best for her entire family” and to “protect” her family from germs. This has been the trademark of Safeguard in almost all of their advertisements since the beginning. While the mother is not usually the one using the soap in the advertisements, she is the one that decides what soap the family uses.

Global Handwashing Day (Oct. 15) The recently concluded Global Handwashing Day aims to

educate children in the country in proper handwashing (before and after meals, after playing, etc.) It is currently on its 5th year this 2012.

Fun Run/Runfest Safeguard is also actively sponsoring runs and with the recent

release of their Active Deo Cool, they joined renowned running coach Rio to promote their product directed to those with an active lifestyle.


TV Commercials – 1990’shttp://www.youtube.com/watch?v=aXa6l8_1XyMhttp://www.youtube.com/watch?v=aio3y_ri_qM

Safeguard Promo:TV Commercials

http://www.youtube.com/watch?v=aXa6l8_1XyM

http://www.youtube.com/watch?v=aXa6l8_1XyM

http://www.youtube.com/watch?v=aio3y_ri_qM



TV Commercials – 2009 and 2010http://www.youtube.com/watch?v=-Tkfd-pL66M http://www.youtube.com/watch?v=MvuP-vmPTLE

http://www.youtube.com/watch?v=-Tkfd-pL66M

http://www.youtube.com/watch?v=MvuP-vmPTLE

http://www.youtube.com/watch?v=MvuP-vmPTLE



TV Commercials – 2011 and 2012http://www.youtube.com/watch?v=AmhgZ173tykhttp://www.youtube.com/watch?v=xqhQrUh_D6Y


Safeguard Promo:Yaman sa Kalusugan Promo 2010(Text the code inside the box and win up to P1,000,000.00 in cash!)


Safeguard Event:Safeguard (P&G) Runfest 2011


Safeguard Event:Safeguard Active “Beat Coach Rio” Run

http://www.youtube.com/watch?v=ShkRaL3t6yo

http://www.youtube.com/watch?v=ShkRaL3t6yo


Safeguard Event:Global Handwashing Day 2012


Safeguard Event:Global Handwashing Day 2012


Competitors Promo

Vaseline TVC - http://www.youtube.com/watch?v=w1OIfp3JsIQ

Palmolive TVC - http://www.youtube.com/watch?v=GULiOoGD-uk

Green Cross TVC - http://www.youtube.com/watch?v=ZdvitpKjuWQ


Competitors Promo

Dove TVC - http://www.youtube.com/watch?v=sl-oT0_tk54

Bioderm TVC - http://www.youtube.com/watch?v=NSbCpJaH_cA


Place Safeguard (in different variants) is

available in: Supermarkets Wet Markets Sari-sari Stores Convenience outlets (7/11, Ministop, etc.) Drugstores (Mercury, South Star, etc.) Departments Stores

It is available Nationwide Method of delivery:

No delivery method to consumers as the product is readily available in abundance in many areas.


What is the Generic Winning Strategy? Safeguard is the leader in antibacterial /

germicidal soaps. Proctor & Gamble is a global corporation with a

gigantic leverage on supply and distribution with its multiple channels and in-country establishments.

They dominate the niche market on personal care or hygiene in the Philippines.

Families trust this brand since it first came out and is the current #1 choice of mothers for their families.

Safeguard is a first mover in the personal hygiene industry. Because of this, there is brand loyalty from their customers.


Part 3: Summary


Steps 1-5: PTM and Market1. Target Market: Mothers who “want to

protect their families’ health”, with children

2. NWD: Clean Personal Hygiene, Anti-Bacteria (99% Germ Free), Skin Germ Protection

3. Competitors: Body Wash, Alcohol, Body Wash, Beauty Soaps

4. Gap: Lower Cost, Whitening, Moisturizing

5. Market: The soap category led the personal hygiene market in the Philippines a 51.3% share


Steps 6-10: Marketing Mix & Strategy6. Product: Safeguard Pure White Soap (and other

scents and varieties)7. Price: P13.00 for the smallest to P39.65 for the

Jumbo sized; not exactly the cheapest8. Promo: TV, Radio and Newspaper

Advertisements; Special Events9. Place: Distributed and sold nationwide in

supermarkets, public markets, grocery stores, sari-sari stores, convenience stores & dept. stores

10. Strategy: Safeguard dominates the market because of its leverage in supply and distribution as well as being #1 in the niche market for anti-bacterial soaps.


Nathaniel LeeNovember 2012

10 Step Marketing Plan forSAFEGUARD (Philippines)

Documents

Safeguard - 10 Step Marketing Plan by Blazing Nathan Lee