Republic of the Philippines

CAVITE STATE UNIVERSITY

TreceMartires City Campus
🕾235-7997 ǀ🕾410-5247 ǀ🕾437-0693
www.cvsu.edu.ph

Department of Management
Bachelor of Science in Business Administration Major in Marketing
Management
AY 2023-2024

Year Level: 3rd Year Section: 3-1

Group Name: IFLEX Group No.:

Leader: Joshua Pangan Members: Designation:

Elizha Ramcze
Errol Geraldez
Jerlyn Glean
John Vic Ermita
Mark Anthony Matel
Mark Christian Del Rosario
Mekylla Deniega

Output 2

SITUATION ANALYSIS
In paragraph style, 1.5 spacing, 1” margin in all sides, 3-5 pages, provide
graph, table or pie chart for the available data gathered.
Purpose: Basis for your sales projection and the feasibility of selling this
particular product or rendering of service of the product/service you have
chosen and the industry it belongs.
1. Note: You will be graded according to the requirements that were
asked for based on completeness of the information, relevance of the
information, content and organization.
Product or Service
Name: IFlex Dishwashing Liquid

 Consumer Profile of your target market

1. Market Segmentation (demographics, psychographics, buying

behavior) and Level of Satisfaction:

a. Demographics: The primary demographic for dishwashing liquid

consumers includes individuals aged 18-65, both genders, with varying
income levels. Families, working professionals, and students are prominent
demographics.

b. Psychographics: Consumers seek convenience and efficiency in their

cleaning routines. According to a Product Attributes on Dishwashing Liquid
Purchase Intention: A Cross-Cultural Study conducted by Muhammad Atif et
al. (2022). Consumers appreciate product variety, with some preferring eco-
friendly options. It stated that the level of satisfaction depends on factors like
cleaning power, scent preferences, and skin sensitivity.
(Atif, M., et al. (2022). Impact of product attributes on dishwashing liquid purchase intention: A cross-cultural study.
Journal of Marketing Research, 59(6), 1129-1145.)

c. Buying Behavior: Most consumers exhibit routine buying behavior when it

comes to dishwashing liquid, making frequent, low-involvement purchases.
They often switch brands based on sales, promotions, or recommendations
from trusted sources.

2. Market Needs Being Addressed:

Consumers expect dishwashing liquid to address the following needs:
 Effective grease removal to ensure spotless and hygienic dishes.
 Gentleness on hands, with moisturizing or sensitive skin-friendly
formulations.
 Variety in scents and eco-friendly options to align with sustainability
values.
 Value for money, efficient cleaning, and reliable stain removal
capabilities.

3. Buying Patterns: frequency, timing and quantity of purchases of your

consumers.
 Frequency: Consumers exhibit consistent buying patterns, with the
frequency of dishwashing liquid purchases varying based on household
size and usage needs. Small households may replenish every 2-4
weeks, while larger families or commercial users restock more
frequently, typically every 1-2 weeks.

Table of sales projections for dishwashing liquid based on household size and usage
needs:

Purchase Annual Sales

Household Size
Frequency Purchases Projection (₱)

Small (1-2 Every 2-4 (₱3,265 -

6-13
people) weeks ₱7,076)

Average (3-4 Every 2-3 (₱9,250 -

17-26
people) weeks ₱14,142)

Large (5+ Every 1-2 (₱14,046-

26-52
people) weeks ₱28,284)

Every 1-2
Commercial 52+ ₱28,284+
weeks

 Timing: Purchases are often timed to coincide with the depletion of the
current supply. Most consumers buy dishwashing liquid when their
existing product is about to run out, resulting in regular, planned
 purchases.

 Quantity: Consumers tailor their purchases to their specific needs.

Smaller households typically buy smaller bottles, while larger families
and commercial establishments prefer bulk purchases to minimize the
frequency of restocking. The quantity purchased aligns with usage
requirements, ensuring efficient and cost-effective cleaning solutions

4. Usage Habits:
 Households tend to use dishwashing liquid daily, usually during meal
preparation or immediately after eating.
 Restaurants and commercial establishments use dishwashing liquid in
large quantities during peak operational hours, seeking efficiency.
 Warm water is commonly used in conjunction with dishwashing liquid
for optimal cleaning results.

Consumers appreciate the convenience of quick, effective cleaning and

the added benefit of dishwashing liquid being gentle on their hands, making it
an essential part of their daily routine.

Company Background

Company Profile: IFlex Dishwashing Liquid

Company Overview: iFlex Dishwashing Liquid is a dynamic and innovative

brand in the cleaning industry. Our mission is to provide households and
commercial establishments with an exceptional dishwashing experience. We
are committed to delivering high-quality, efficient, and eco-friendly cleaning
solutions that adapt to your needs.
History: iFlex Dishwashing Liquid was founded in January 2023 with a vision
to revolutionize dishwashing. Our company addresses and catering the
diverse needs and preference of our valued customers. Our journey is marked
by a persistent pursuit of flexibility, efficiency, and sustainability.

Location: iFlex Dishwashing Liquid is headquartered in Trece Martirez City,

Cavite, where our state-of-the-art manufacturing facility is located. Our
products are locally available, with a growing network of retailers and online
sales channels that can enticed foreign investors.

Business Activity:

Manufacturing: We take pride in our cutting-edge manufacturing facility in

Trece Martirez City, Cavite, where our iFlex Dishwashing Liquid is carefully
formulated and produced. Our manufacturing process prioritizes the use of
biodegradable ingredients and sustainable packaging to minimize our
environmental footprint.

Retailing: iFlex Dishwashing Liquid products are available for purchase

through various retail outlets, including supermarkets, online marketplaces,
and select specialty stores. We aim to make our eco-friendly dishwashing
solution accessible to a wide range of consumers.

Vision and Mission:

 Vision: To be a leading force in the cleaning industry, redefining
dishwashing standards through innovation and sustainability.
 Mission: We are dedicated to providing flexible and sustainable
dishwashing solutions that offer convenience, efficiency, and value for
money.

Products:
 iFlex Original: Our flagship product offers excellent grease removal,
efficient cleaning, and a refreshing scent.
 iFlex Sensitive: Designed for those with sensitive skin, it offers gentle
care without compromising on cleaning power.
 iFlex Eco-Friendly: A sustainable option that aligns with environmental
 values while ensuring a thorough clean.

Core Values:
 Innovation: We continuously innovate to provide cutting-edge cleaning
solutions.
 Flexibility: Our products adapt to various needs and preferences.
 Sustainability: We are committed to eco-friendly and responsible
manufacturing.

Why iFlex Dishwashing Liquid?

Efficiency: Our products offer efficient grease removal and reliable
stain removal capabilities.
Variety: Choose from a range of scents and eco-friendly options to suit
your preferences.
Value for Money: We provide excellent quality at affordable prices.
Sustainability: We prioritize eco-friendly packaging and sustainable
practices.
Customer Focus: We listen to our customers and tailor our solutions
to meet their needs.

Philanthropic Initiatives: iFlex Dishwashing Liquid is dedicated to giving

back. We support educational and community programs to make a positive
impact on society.

Current Position of the company or brand in the market:

As of its introduction in 2023, iFlex Dishwashing Liquid holds the position of a

"Market Challenger" in the dishwashing product industry.

Market Challenger: iFlex is a relatively new entrant in the market,

and it actively challenges established brands in the dishwashing product
industry. Although it is not the market leader, it competes aggressively and
offers eco-friendly solutions that differentiate it from traditional products. iFlex
aims to gain a significant market share by offering a unique value proposition -
eco-friendliness without compromising cleaning effectiveness. While it faces
competition from established brands, its innovative concentrated formulas and
commitment to sustainability position it as a strong contender in the eco-
friendly cleaning product segment.

With its focus on innovation, sustainability, and competitive pricing,

iFlex Dishwashing Liquid strives to disrupt the market and gain a larger share
by appealing to eco-conscious consumers and those seeking efficient,
environmentally friendly cleaning solutions.

Segmentation, Targeting, and Positioning (STP) Strategy for iFlex

Dishwashing Liquid

Segmentation:
iFlex Dishwashing Liquid recognizes the importance of understanding the
diverse needs and preferences of our consumers. Our segmentation strategy
is based on the following criteria:

1. Demographic Segmentation: We target environmentally conscious

individuals of all ages, genders, and income levels who are looking for
effective and eco-friendly dishwashing solutions.
2. Psychographic Segmentation: Our products are tailored to appeal to
individuals who value sustainability and prioritize eco-conscious
choices in their daily lives.
3. Behavioral Segmentation: We cater to consumers who seek high-
performance dishwashing liquids while being mindful of the
environment and those who appreciate innovative, concentrated
formulas for space and waste reduction.

Targeting:

Our primary target audience is the socially and environmentally responsible

consumer. This includes:
 Eco-Conscious Homeowners: Individuals and families who are
committed to reducing their environmental impact in their household
 activities.
 Sensitive Skin Individuals: People with skin sensitivities who require
gentle yet effective dishwashing solutions.
 Space Savers: Consumers who prefer concentrated formulas that
save storage space and reduce packaging waste.

Positioning:

iFlex Dishwashing Liquid distinguishes itself in the market through a unique

positioning strategy that emphasizes the following key elements:

1. Eco-Friendly Performance: We position iFlex as the brand that offers

environmentally friendly dishwashing solutions without compromising
on cleaning effectiveness. Our products efficiently remove grease and
stains while being gentle on the planet.

2. Innovation: iFlex is positioned as an innovative brand that offers

concentrated formulas and sustainable packaging. We aim to redefine
industry standards by reducing waste and promoting eco-conscious
practices.
3. Sustainability Commitment: We convey a strong commitment to
sustainability, and our products are designed to reflect this. We use
biodegradable ingredients and recyclable packaging, and we're
dedicated to reducing our environmental footprint.
4. Customer-Centric: Our brand positions itself as a customer-centric
company that prioritizes the well-being and satisfaction of its users. We
actively listen to customer feedback and continuously improve our
products to meet their needs.
5. Accessible: iFlex positions itself as a brand that makes eco-conscious
choices accessible to a wide range of consumers. Our products are
readily available through various retail channels and at competitive
prices.
 By emphasizing these aspects in our marketing and communication
strategies, we aim to solidify iFlex Dishwashing Liquid as the go-to choose for
individuals who seek an eco-friendly, high-performance dishwashing solution
that aligns with their values and contributes to a greener, cleaner future.

iFlex Dishwashing Liquid: 4Ps Analysis

Strengths:
Product:

1. Eco-Friendly Formulas: iFlex offers a range of dishwashing liquids

with biodegradable ingredients, reducing environmental impact and
appealing to environmentally conscious consumers.
2. Innovation: The company's concentrated formulas not only save
space but also reduce packaging waste, aligning with sustainability
trends and reducing production and shipping costs.

3. Product Variability: iFlex offers various product lines, including the

standard iFlex Classic, iFlex Sensitive for those with sensitive skin, and
iFlex EcoBoost with concentrated formulas. This broad product range
caters to diverse customer needs.

Price:
1. Competitive Pricing: iFlex provides eco-friendly options at competitive
price points, making sustainability accessible to a wider consumer
base.
2. Value for Money: The concentrated formulas offer enhanced value for
money, as they require smaller amounts per use, resulting in cost
savings for consumers.

Place:
1. Broad Distribution: iFlex products are readily available in
supermarkets, online marketplaces, and specialty stores, ensuring
 wide market coverage and accessibility that includes direct selling.
2. Global Presence: The brand has expanded its reach locally and have
a strong presence internationally that enticing many investors. With
that it has an increasing market share and global visibility.

Promotion:
1. Sustainability Message: iFlex actively promotes its commitment to
sustainability through marketing and advertising (social media flatforms
such as, Facebook, Instagram, Twitter), resonating with eco-conscious
consumers.
2. Customer-Centric Approach: The company values customer
feedback, enhancing brand reputation and customer loyalty.

Weaknesses:
Product:
1. Limited Product Awareness: iFlex is a relatively new brand and may
face challenges in building brand awareness and trust in a market
dominated by established competitors.
2. Product Education: Some consumers may require more education
regarding the benefits and usage of concentrated formulas to
understand their value fully.

Price:
1. Premium Perception: Some consumers may perceive eco-friendly
products as more expensive, even if iFlex offers competitive pricing.
This perception could affect purchasing decisions.

Place:
1. Availability Gaps: iFlex may not be available in certain niche or
geographic markets, potentially missing out on specific customer
segments.
2. Distribution Challenges: Depending on the region, supply chain and
distribution challenges could affect product availability.

Promotion:
1. Competition: The eco-friendly cleaning product market is competitive,
with multiple well-established brands. iFlex needs to stand out amid
 strong competition.
2. Educational Efforts: iFlex may need to invest in more extensive
efforts to educate consumers about the benefits of its eco-friendly,
concentrated formulas and their contribution to sustainability.

In summary, iFlex Dishwashing Liquid has significant strengths in its

eco-friendly products, competitive pricing, broad distribution, and sustainability
messaging. However, it faces challenges related to brand awareness,
consumer perception, and educational efforts to maximize the potential of its
innovative products.

Marketing Strategies for iFlex Dishwashing Liquid:

1. Product:

 Product Diversification: Continue to expand the product range to

cater to different customer needs and preferences. Consider
introducing new eco-friendly cleaning products beyond dishwashing
liquid, such as multi-surface cleaners or dishwasher detergents.

 Innovative Packaging: Highlight the eco-friendly and space-saving

benefits of concentrated formulas on the packaging, making it clear to
customers how they can contribute to sustainability.

2. Price:
 Competitive Pricing: Maintain competitive pricing to attract price-
conscious consumers while offering premium eco-friendly products.
 Promotional Pricing: Periodically offer discounts or bundle deals to
incentivize trial and repeat purchases.

3. Place:
 Channel Expansion: Continue to broaden the distribution channels by
partnering with eco-conscious retailers, both online and offline. Explore
collaborations with eco-friendly subscription services.
 Global Expansion: Actively pursue global expansion, especially in
 regions with a growing interest in sustainable products.

4. Promotion:
 Educational Campaigns: Launch educational campaigns and content
to inform consumers about the benefits of concentrated formulas, the
environmental impact of their choices, and the effectiveness of iFlex
products. Utilize social media, blog posts, and video tutorials to engage
and inform customers.
 Partnerships: Collaborate with environmental organizations and
influencers who align with iFlex's sustainability values to reach a wider
audience and strengthen the brand's eco-friendly image.
 Customer Feedback Integration: Leverage customer feedback to
continually improve products and demonstrate a customer-centric
approach. Share success stories and testimonials from satisfied
customers.

These marketing strategies will help iFlex Dishwashing Liquid further

establish itself in the eco-friendly cleaning product market, increase brand
awareness, and engage with environmentally conscious consumers
effectively.