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Marketing Plan
Marketing Plan
Marketing Plan
MARKETING PLAN
PRINCIPLES OF MARKETING
Submitted by:
JERICHO F. DE JESUS
Submitted to:
Demographic
Age Range: Aged 16 yr(s) to 40 Most buyers will come from this age range that
is conscious for their skin.
Social Class: Lower Middle Class up to the Upper class, from semi-professionals
with an average standard of living to top level executives that have concern on their
skin and have the capacity to buy.
Lifestyle
Behavioral
Needs are the basic requirements and include food clothing and shelter. An
extended part of needs today has become education and healthcare. Hygiene is a
part of our daily living. The skin is the most predominant physical organ that
requires your attention.
Wants are a step ahead of needs and are largely dependent on the needs of
humans
mans themselves. For example, people need to take a bath,, but some wants
soaps that smell good. The primary target market chooses to bath with a good
soap. They want the best for ttheir skin.
Demands are wants for specific products that are backed by an ability and
willingness to buy them. The Primary Target Market would choose Likas Papaya for
it is made of 100% organic herbs enriched with Natural Papaya Enzyme,
Enzyme it makes
complexion become fair, it is Acne
Acne-Free
Free or helps acne, it has no strong odor and
harsh ingredients and it whitens the skin and keeps it smooth and young looking.
3. What are they choices
Positioning Maps
Kojie
Functional Benefit Silka RDL Likas Safeguard
San
Germ protection
Skin lightening
Exfoliation
Acne relief
Insect-sting pain rel
Help reduce scars
Leaves skin smooth
Removes body odor
Organic or Herbal
Protect 24-hours
Chemical-free
Saves Money
Where is the market opportunity? Aside from Women whose conscious for
their skin, herbal soap target those who are allergic to chemical soaps and have
sensitive skin.
What NWDs are not being addressed? Herbal soap is not a chemical soap
that barely promotes Germ P Protection. Most of the mothers look for soap with germ
protection for their family.
Likas Papaya: The First Filipino pure organic herbal soap, manufactured by
Trinidad Cosmetics Laboratory. Winner of the 2003 National Consumers Quality
Award for Hall of Fame Best Papaya Herbal Soap. Winner of 2003 Asia-Pacific
Excellence Awards for Outstanding Papaya Herbal Soap Brand.
Likas Papaya has been the traditional market leader in beauty and herbal soap
since 90s. At its peak having a great total market share in the beauty care industry
in the Philippines, fake Likas Papaya arises just to ride on its popularity. Look out
for the hologram which proves authenticity.
Filipino Shoppers are now more self-conscious especially women, they are
prioritizing beauty and hygiene products more according to Kantar Worldpanel, the
world leader in consumer knowledge and insights based on consumer panels. Data
revealed that purchases of personal care items increased by 11 percent in June
2015 from a year ago, outpacing growth in other megasectors such as food,
beverage and household care.
(Source: http://www.kantarworldpanel.com/ph/news/filipino-shoppers-now-more-
self-conscious)
Market research on what Filipinos purchase in Non-Food section and with
particular brands:
Most of the Top 10 in the nonfood category is actually regular brand favorites
which introduced value-for-money packs.
(Source: http://business.inquirer.net/money/topstories/view/20080127-115169/I-
know-what-you-bought-last-year)
Bath Soap usage in the Philippines: 70 million Filipinos take a bath once a day
(at least). A135 grams @ P70 bar of Likas Papaya can last for 2-3weeks (approx.
18 days). P70/18 days = P3.89 per day. 70,000,000 x P3.89 x 365 days = P99.3B.
6. Product
Direct Indirect
Product Description
Cost based pricing; include a profit percentage with organic product cost, add
a percentage to an unknown product cost, and blend of total profit and product cost.
Competition based pricing; price is the same as the competition (for high
quality product), set price to increase customer base, and seek larger market share
through price.
Customer based pricing; use price to support product image, set price to
increase product sales, design a price range to attract many consumer groups, set
price to increase volume sales, and price a bundle of the herbal soap to reduce
inventory or to excite customers.
8. Promo
The main tool of Likas Papaya in maintaining its position in the market is the
Word Of Mouth. It already established a name in the Soap Industry. There are many
blogs in the Internet that boosts up Likas Papayas Integrity. Those testimonials
would persuade consumers to use Likas Papaya.
Competitors use commercials to enter Soap Industry and to create awareness for
their product.
9. Place
Likas Papaya is widely distributed nationwide. It is available in supermarkets,
drugstores, convenient stores, retail outlets, malls, beauty shops etc.
Low Cost Producer: Likas Papaya would not be considered as a low cost
producer but the cost of the product is worth of your budget for a healthy skin.