10 step marketing plan ysa nagui

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) ,[object Object],[object Object],[object Object],[object Object],[object Object]

5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object]

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 ,[object Object],[object Object],[object Object]

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

2. My PTM’s NWE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

3a. PH Care Pure ‘N Fresh has many formidable competitors ,[object Object],Lactacyd Confidence Carefree Betadine

[object Object],[object Object],[object Object],3a. PH Care Pure ‘N Fresh has many formidable competitors

3b. Competitive Position Map ,[object Object],[object Object]

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

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 ,[object Object],[object Object],[object Object],[object Object],[object Object]

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 ,[object Object],[object Object],[object Object],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 ,[object Object],[object Object],[object Object],Source: http://en.wikipedia.org/wiki/Demographics_of_the_Philippines

5. Concluded that feminine wash market is 4.76 billion ,[object Object],[object Object],[object Object]

The Marketing Mix Strategy Part 2: Steps 6 to 10

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 ,[object Object],[object Object],[object Object],[object Object]

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 ,[object Object],[object Object],[object Object]

8b. Lactacyd Confidence Promo ,[object Object]

[object Object],[object Object],8b. Lactacyd Promo

[object Object],[object Object],8b. Carefree Promo

8b. Betadine Promo ,[object Object],[object Object]

9. PH Care Pure ‘N Fresh is distributed nationwide using Unilab’s distribution network ,[object Object],[object Object],[object Object],[object Object]

10. PH Care Pure N’ Fresh is a low cost producer and a niche leader ,[object Object],[object Object],[object Object]

10 step marketing plan ysa nagui

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