10 step marketing plan safeguard without mapping

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10 STEP Marketing Plan for SAFEGUARD SOAP

Brian BejeranoFebruary 2011

brianbejerano13.blogspot.com

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.

Disclaimer


1. Target Market: Families / Household2. NWD: High emphasis on hygiene /

bacteria free3. Competitors: Can choose liquid soap,

alcohol, body wash4. Gap: Brands focusing on savings or

cleaning5. Market: Anti-Bacterial / Personal Hygiene

Market

Steps 1 to 5Summary headline of your PTM and market


6. Safeguard – No. 1 anti bacterial soap

7. Price: 8. Promo: TV ads 9. Place: Nationwide10. Generic Winning Strategy of Mix:

Niche Market approach

Steps 6 to 10Summary headline of the marketing mix & strategy


1. Describe the primary target market (PTM)* Demographics (Age range: 5-70,

M/F, ABC, Single/Married/Family) Lifestyle (Active individuals who

are particular to personal hygiene) Behavior (consumed everyday,

cost-dependent on size, every hour, germ free concern)

*Exclusion of a certain demographic group in PTM does not mean they do not buy the product. Some do buy, but majority don’t which is why limited marketing resources are best focused on PTM


2. My PTM’s NWD

Needs from Maslow’s hierarchyWants determine choiceDemands for them to buy the

productNote: There may be multiple answers for needs, wants demands. Of these answers, underline and use bold font for the best answers. See examples that follow


Describe your PTM needs

7Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler


Germ Free

Cleanliness

2. PTM’s needs, wants & demands Needs: to be clean and germ free – avoid

diseases / safety needs.

Wants: to smell good, germ free, and feel fresh

Demands: 24 hour germ protection

** for needs, wants & demands, underline the top 1or 2 variables that are most important to the PTM


3a. Direct and indirect products that address my PTM’s NWD Direct Competitors: Bioderm, Dial,

Green Cross, etc. Indirect Competitors: body wash,

alcohol, sanitizers, beauty soaps Variables: health, hygiene, price,

benefits


4. Safeguard has a strong position in the niche market

Safeguard is the only soap that kills germs and claims to give 24-hour protection, gives family skin germs protection, trusted by doctors / families, accredited by PAMET.

Market leader in personal hygiene; no brand has the same position as safeguard



5a. Estimate the market size using competitor data

1. Top 7000 Corporation Data or news Total Sales from 1 product companies % of sales from multi-product

2. vs. known Industry size comparisons3. vs. 1-1 suppliers4. Visual observation- warehouse5. Pirating personnel or garbage6. Illegal interview7. “Share of Shelf”


5b. Estimate the market size using company data

1. Claimed market share2. Guesstimate on market share

Fair share of market Distribution extent

3. Historical sales


5c. Estimate the market size using customer data

1. Usage per day or per year Per person Per household


5. Decide on market size in pesos, not in number of people1. Competitor data=

2. Company data =

3. Customer Usage data = Use instinct and best business judgment to finalize market size


6a. Photo of product category

Show a product shotYour product and your competitorswith, without box as they look in the

supermarketAll pack sizesAll variantsAll major brands


6a. Show how product looks vs. competition

Product shot 1 of direct competitors

Product shot 2 of indirect competitors

How product looks in supermarket shelves

or point of sales


6b. Product Description

Describe the physical features, specifications, attributes of the product.

Info may be in product packaging, label, brochures or website.


7. Price Get prices of your product Creatively compare vs. competitors

across different pack sizes and variants

Quantify the price difference in % terms vs. competitors

Conclude on what pricing strategy is being used


Date post:	22-Nov-2014
Category:	Business
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