10 STEP

Marketing Plan for PH Care Pure N Fresh Feminine Wash

Ma. Cerissa M. Nagui February 2010

5 Steps for Part 1 (PTM and Positioning)

1.

2.

3. 4.

5.

PH Care Pure N Freshs PTM is Female Teenagers A Feminine wash made especially for Teens. A perfect partner. Lowest Price. Can choose Lactacyd Confidence, Carefree Gap is all other brands focus on giving refreshing feeling and other variety for feminine wash . The market size is P4.76B. PH Care niche is P83M.

5 Steps for Part 2 (Marketing Mix & Strategy)

6. 7. 8. 9. 10.

PH Cares Pure N Fresh Feminine Wash Lowest Price Uses TV, Print Ads, Events Is distributed nationwide Uses a low cost producer and a niche approach to win

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 am experiencing the teen life. I want to feel confident in my changing body.

2. My PTMs NWE
Female Teens need To 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

3a. PH Care Pure N Fresh has many formidable competitors

Indirect Competitors - Soaps, Water

Variables: Age, Specific Use, Availability, Brand, Price

3b. Competitive Position Map

1. 2.

Price vs. Age Brand vs. Positioning

PH Care Pure N Fresh is #1 in niche: low priced product for 16-22yrs

Price vs. Age Matrix

Price/ Age Matrix High price

13-24 yrs

25-40 yrs

41yrs up

Lactacyd Confidence

Lactacyd Confidence

Carefree

Low Price

PH Care Pure N Fresh

Betadine

PH Care

PH Care Pure N Fresh unique positioning is shown in this competitive map

Positioning vs. Brand Matrix

Many competitors focus on giving refreshing feeling and variety for feminine wash.

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.

2.

3.

Unilab Philippines data: PH Care sales is P83 million Unilab claims market share of 5% 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-getsPalace-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 billion

Source: http://en.wikipedia.org/wiki/Demographics_of_the_Philippines

5. Concluded that feminine wash market is 4.76 billion

1.

Competitor data= P 4B Company data = P 1.66 B Usage data = P 8.61 B

2.

3.

The Marketing Mix Strategy

Part 2: Steps 6 to 10

18

6a. Feminine Wash category is dominated by 4 major brands

Product shot of direct competitors

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. Its 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. PricePH 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 Ads http://www.youtube.com/watch?v=t97k1PD 84ZY&feature=related http://www.youtube.com/watch?v=xT0N9GI HkCE&feature=related

8b. Lactacyd Confidence Promo

Lactacyds Website: www.lactacyd.ph

8b. Lactacyd Promo

TV Ads http://www.youtube.com/watch?v=QKSdl nVX-pw&feature=related

8b. Carefree Promo

TV Ads http://www.youtube.com/watch?v=lFj7KB ycnQs

8b. Betadine Promo

TV Ads

http://www.youtube.com/watch?v=hIsn W1dNfCQ

9. PH Care Pure N Fresh is distributed nationwide using Unilabs 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.

SUMMARY

30

5 Steps for Part 1 (PTM and Positioning)

1.

2.

3. 4.

5.

PH Care Pure N Freshs PTM is Female Teenagers A Feminine wash made especially for Teens. A perfect partner. Lowest Price. Can choose Lactacyd Confidence, Carefree Gap is all other brands focus on giving refreshing feeling and other variety for feminine wash . The market size is P4.76B. PH Care niche is P83M.

5 Steps for Part 2 (Marketing Mix & Strategy)

6. 7. 8. 9. 10.

PH Cares Pure N Fresh Feminine Wash Lowest Price Uses TV, Print Ads, Events Is distributed nationwide Uses a low cost producer and a niche approach to win

10 STEP

Marketing Plan for PH Care Pure N Fresh Feminine Wash

Ma. Cerissa M. Nagui February 2010

33