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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

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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

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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.

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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

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10 STEP Marketing Plan for PH Care Pure ‘N Fresh Feminine Wash

Ma. Cerissa M. NaguiFebruary 2010