10 step marketing plan safeguard

1

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 wash, and other germicidal soap

4. Gap: Brands focusing on savings or cleaning

5. Market: Anti-Bacterial / Personal Hygiene Market

Steps 1 to 5

Summary headline of your PTM and market


6. Safeguard – No. 1 anti bacterial soap

7. Priced at 20% premium8. Promo: TV ads 9. Place: Nationwide10. Generic Winning Strategy of Mix:

Niche Market approach

Steps 6 to 10

Summary headline of the marketing mix & strategy


1. Describe the primary target market (PTM)*

Demographics (Age range: 5-50, 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

product


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, purpose


3b. Create 2 Positioning Maps

1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice

This 1st Map should allow differentiation/ non-clustering of the direct competitors

Example: Price vs. AgeSize of bubbles= represent relative market

shares of the brands2nd Map: Functional Benefit vs. Brands/ Variants


2x2 competitive position map for Soap

Safeguard

Palmolive


Price versus

Utilization Matrix

Anti Bacterial All Around

High Price

Low Price

BiodermGreen Cross Dial

PureEssentials

Vaseline

Benefit Positioning vs. Brand Map for Soap

as of 2011

Harder to stand out amidst the competitive clutter.


SafeguardGreen Cross Bioderm Dial

Pure Essentials Palmolive Vaseline

Anti-Bacterial

Prevents Skin Infection

24 Hour Protection

Everyday Soap

Best for Wounds

Removes Body Odor

Moisturizing

Affordable

4. Safeguard soap has a strong position in the niche market

Safeguard is the only soap in the market that is trusted by doctors (PAMET), kills germs that cause body odor and skin infections, provides superior skin germ protection in a long period of time.

No other soap brand has the same or similar position as safeguard soap.

Safeguard is the market leader in personal hygiene for the whole family.


5a. Safeguard Soap is still the smallest soap in the house

Safeguard has been the traditional market leader in the personal care category

At it’s peak, safeguard had 50% to 60% market share of the total Philippine personal care category

Many have tried to pull safeguard down but safeguard is still the market leader



Safeguard is the smallest soap in the house because it was a soap that worked for everyone

Adults and parents use it because they needed a strong deodorant soap

Teenagers use it to fight acne Children use it to remove dirt Toddlers use it to fight germs



http://lifestyle.ezinemark.com/safeguard-soap-is-still-the-smallest-soap-in-the-house-16ce0f6cd53.html

http://the-wawam-file.blogspot.com/2008/04/safeguard-soap-under-attack-start-of.html


5b. P&G Philippines’ Sales Grew by Double Digits in 2010

1. http://www.manilatimes.net/business/pg-philippines%E2%80%99-sales-grew-by-double-digits-in-2010/

THE Philippine subsidiary of Procter & Gamble (P&G) said it posted record sales last year. In a telephone interview on Friday, Anama Dimapilis, P&G Philippines public relations manager, said the company’s sales last year were the highest in terms of volume and value. While declining to disclose figures, Dimapilis said sales in 2010—during which P&G Philippines celebrated its 75th anniversary—grew by double digits and accelerated from 2009. She said all product categories contributed to last year’s sales increase. “Last year, we’ve seen broad-based growth, [unlike] before [when] we would see more sporadic growth across different categories,” the executive said. In a statement, P&G Philippines said it was cited for its contributions to the parent company’s 6-percent sales volume increase during the fourth quarter of last year. Developing regions in Asia and Europe “were seen as key contributors” to P&G’s global sales growth in the last quarter of 2010 “as developing markets displayed double-digit or high single-digit growth across all product categories,” the company said. P&G Philippines was among the top sellers of feminine hygiene, hair care, home care and skin care products. “I am very optimistic about the continued growth of developing markets, especially the Philippines. Though P&G Philippines is the company’s first operations in the Far East, constant innovation has allowed us to continue expanding market shares, helping P&G to fulfill its global mission of touching and improving more lives, more completely,” said Robert McDonald, P&G chairman, president and chief executive officer. Among the company’s brands are Ariel, Downy, Gillette, Head & Shoulders, Joy, Mr. Clean, Olay, Old Spice, Pampers, Pantene, Pringles, Rejoice, Safeguard, Tide, Vicks, Whisper and Zest. -Ben Arnold O. De Vera


5c. Safeguard is among the top brands purchased in the non food category in 2008 - presenthttp://business.inquirer.net/money/topstories/view/20080127-115169/I-

know-what-you-bought-last-year


In 2007, P&G Philippines recorded about P30 billion in sales (with Pampers accounting for P3 billion)

In P&G’s 2008 annual report, the following allocation is distinguished between its segments.

5.d Safeguard Market


6a. Safeguard and its direct and indirect competitors


6b. Product Description

Safeguard is the number 1 anti bacterial soap worldwide

It is designed to provide excellent germ protection for the whole family

Manufactured by Proctor & Gamble Contains Triclocarban (1.2%), a proven

antibacterial agent that is able to eliminate up to 99% of bacteria on skin

Safeguard is a superior deodorant soap Various sizes: 60g, 90g, 135g, 180g Sold in the United States, Canada, Egypt,

China, and the Philippines


7. Price


SM SUPERMARKET SOAP PRICES / SIZES

　　　　　　　　　

BRAND 60G 90G 86G 100G 125G 126G 135G 180G

SAFEGUARD 13.75 22.75 　　　　 32.75 35

GREEN CROSS 13.75 　　 22.75 　　 31.75 　

BIODERM 　 19.75 　　　　 29.75 　

DIALIN OZ. ONLY 　　　　　　　

PURE ESSENTIALS 14.75 　　　　　 32.75 　

VASELINE 12.75 　 21.75 　 30.75 　　　

PALMOLIVEUNAVAILABLE 　　　　　　　

8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use

Safeguard uses: Mass:

1 advertising 2 events and experiences 3 sales promotion 4 public relations

Personal 1 Word of Mouth


8b. Safeguard Promotions Video

http://www.youtube.com/watch?v=whNcEHnUl38

Safeguard Yaman sa Kalusugan Promo

The commercial gives people an idea that health and hygiene should come first


8c. Safeguard Commercial

http://www.youtube.com/watch?v=aXa6l8_1XyM

Safeguard 1990s commercial


8d. Safeguard Commercial

http://www.youtube.com/watch?v=aio3y_ri_qM

Safeguard commercial focusing on toddlers

***Safeguard commercials focuses on the importance of family health and hygiene. It also focuses on additional savings for its consumers.


8e. Green Cross Soap

http://www.youtube.com/watch?v=COQ9WZhq3Qg

Green cross commercial featuring Maricel Soriano

*Green Cross commercials reiterates on their alcohol product’s ability to kill germs


Partnering with DOH, DepEd, UNICEF, and NGOs

8.f Other Promotions


9. Place

Safeguard is widely distributed nationwide

It is available in supermarkets, sari-sari stores, convenience stores, drugstores, retail outlets, malls, beauty shops, etc.


10. What is the generic winning strategy?

Safeguard is the leader in anti-bacterial soaps

They dominate the niche market on personal care or hygiene

They are the preferred brand of soap of households / families

Safeguard benefits from the distribution leverage of Proctor & Gamble


31

SUMMARY


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

bacteria free3. Competitors: Can choose liquid soap,

alcohol, body wash, and other germicidal soap

4. Gap: Brands focusing on savings or cleaning

5. Market: Anti-Bacterial / Personal Hygiene Market

Steps 1 to 5

Summary headline of your PTM and market


6. Safeguard – No. 1 anti bacterial soap

7. Priced at 20% premium8. Promo: TV ads 9. Place: Nationwide10. Generic Winning Strategy of Mix:

Niche Market approach

Steps 6 to 10

Summary headline of the marketing mix & strategy


34

10 STEP Marketing Plan for SAFEGUARD SOAP

Brian BejeranoFebruary 2011


10 step marketing plan safeguard

Health & Medicine

Transcript of 10 step marketing plan safeguard