II.

Situation Analysis King toilet bowl cleaner a product of Golden Junior Corporation is entering its first year of operation. A comprehensive marketing plan is required to guide its operation and reach profitability to ensure future success. Golden Junior Corporation offers a new and quality toilet bowl cleaner. Market Summary (Target market) King toilet bowl cleaner has gathered useful information regarding their market and realized great deal about the common attributes and characteristics of the most valued customers. King will leverage this information to better understand who should be their target market, their specific needs and factors that influence their purchases and how king can build a good and profitable relationship with them.

Target Market
household 30% 70% business establishment

Market Analysis

Potential Customers Households Business establishment Others Total

Growth 10% 8% 6% 8%

2011 18,600 5,000 200 23,400

2012 20,460 5,400 212 26,072

2013 22,506 5,832 225 28,563

2014 24,756 6,299 239 31,293

2015 27,232 6,803 252 34,287

CAGR 10% 8% 6% 8%

Market Segmentation The King toilet bowl cleaner customers profile consists of the following geographic, demographic and behavior factors.

A. Geographic The immediate geographic target is the city of San Fernando and the town of Mexico, and Sta.Ana which are part of Pampanga. y y y y San Fernando is located 67 kilometers north of Manila and 50 kilometers east of Subic Bay Zambales. The total targeted household is estimated to be 18,600 from the total number of 95,832 household from three said areas of distribution. The total targeted business establishment is 5000. Others such as schools, governments establishment, and public rest rooms have a total target of 200. Demographics The average age-range of the family is from 1 year old to 72 years old. 60% of the potential customers are household The usual household income is P3,000-P35,000 32% of the customers are business establishment The income of these business establishment range from P20,000 and above The remaining 8% of the customers are the other establishment such as schools, public rest room and government establishment. Behavior Factors They are sensitive about the cleanliness of their comfort room They love having a lot of choices and alternatives to use Their product choice is strongly influence with their income

B. y y y y y y

C. y y y

SWOT ANALYSIS The following swot analysis captures the key strength and weaknesses within the company and describes the opportunities and threats facing King toilet bowl cleaner. Strength y y y Affordable price that is tailored base on the income of the potential customers. Well designed and clear measurement of quality standard system. Easy to remember brand name

Weaknesses y y y y y 80% manual production: limited production capacity. Its weaknesses to compete with the competitors due to the lack of popularity of the brand. Limited capital of the company and budget allotted for promotion activities. New to market: still in the process of establishing consumer relationship The struggle to build brand awareness.

Threats y y y Tendency to be the least to patronize by the customers. Being the inferior product. Existence of well established brands and small players within the distribution channel.

Opportunities y y y y Existing market for the product The willingness of consumer to change or try other brands. Toilet bowl cleaner is an industry that will easily get affected by economic downturn. The growing market for the product.

Competition King toilet bowl cleaner has 5 direct competitors in the targeted areas. y Domex - Domex is the number 1 or 2 bleach in 9 countries ( Croatia, Greece, Hungary, India, Ireland, Netherlands, Philippines, Poland, South Africa).The brand offers a wide range of products, with thick toilet bleach at its core. In the Philippines, Domex is available as a multipurpose cleaner. Tuff a quality product of Personal Collection direct selling Inc. Ajax- Ajax cleanser (or Ajax brand cleanser with bleach) is a powdered household and industrial cleaner introduced by Colgate-Palmolive in 1947. Its slogan was "Stronger than dirt! a reference to the mythical character Ajax. Mr. Muscles Mr. Muscle is well known all over the world. Mr. Muscle products are manufactured and marketed by SC Johnson and Son, Inc., an internationally recognized, family-run organization specializing in the manufacturing of Mr. Muscle cleaning products since 1886. Lysol - is a brand name of disinfectant household cleaners distributed by Reckitt Benckiser. It is marketed for cleaning, disinfecting food surfaces and odor removal. The name is used on aerosol sprays, pre-saturated tissues and liquid solution

y y

Indirect competitors are the zonrox, muriatic acid and detergent and other sanitizer that households and business establishments use as alternatives to lessen their expenses especially those who have a minimum or low income. The buying habits of health and cleanliness conscious families and business consist of typically buying one at a time and use it for a long period of time. The king toilet bowl cleaner will slowly penetrating on entering the market until it captures market share. Then continue its operation to reach profitability. Product offering One of the quality products that Golden Junior Corporation offers is the King an effective toilet bowl cleaner. It lightens and whitens the yellowish color of toilet bowl and leaving it free from micro-organisms and bacteria that cause sickness and making it safe to use. It also removes the bad odor and gently smoothen sticky dirt. So people wont hesitate to use the toilet bowl anytime. King and packaging are well designed making it competitive in the market and captured the attention of the consumers. We also offer King with its variety of scents and sachet packs considering small earner.

Keys to success The key to success are to meet the demand and need for a quality and effective toilet bowl cleaner prioritizing those families with low income. y y y y y y y Discounts Market penetration pricing strategy Good promotion strategy Product symbolism Competitive advantage Attractiveness of product packaging Supportive management system

Critical issues King toilet bowl cleaner is still in the introduction stage. Its critical issues are: y y Irritation of the product on the skin Limited space for storage: limited production capacity

Market Share

competitors
domex 5% 10% 30% 15% zonrox (and other alternatives) tuff lysol 15% 25% Mr.muscle