Professional Documents
Culture Documents
10stepmarketingplanysanagui 100520070445 Phpapp01
10stepmarketingplanysanagui 100520070445 Phpapp01
2.
3. 4.
5.
PH Care Pure N Freshs PTM is Female Teenagers A Feminine wash made especially for Teens. A perfect partner. Lowest Price. Can choose Lactacyd Confidence, Carefree Gap is all other brands focus on giving refreshing feeling and other variety for feminine wash . The market size is P4.76B. PH Care niche is P83M.
PH Cares Pure N Fresh Feminine Wash Lowest Price Uses TV, Print Ads, Events Is distributed nationwide Uses a low cost producer and a niche approach to win
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)
2. My PTMs NWE
Female Teens need To 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
Direct Competitors
Lactacyd Confidence
Carefree
Betadine
13-24 yrs
25-40 yrs
41yrs up
Lactacyd Confidence
Lactacyd Confidence
Carefree
Low Price
Betadine
PH Care
Many competitors focus on giving refreshing feeling and variety for feminine wash.
No brand has a similar position. Others focus on giving a refreshing feeling, variety and cleansing.
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.
2.
3.
Unilab Philippines data: PH Care sales is P83 million Unilab claims market share of 5% Then total feminine wash market size is P83 million/.05 = P 1.66 billion
2.
3.
18
PH Care Pure N Fresh feminine wash is especially made for teens. Its 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. PricePH 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.
TV Ads
http://www.youtube.com/watch?v=hIsn W1dNfCQ
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.
SUMMARY
30
2.
3. 4.
5.
PH Care Pure N Freshs PTM is Female Teenagers A Feminine wash made especially for Teens. A perfect partner. Lowest Price. Can choose Lactacyd Confidence, Carefree Gap is all other brands focus on giving refreshing feeling and other variety for feminine wash . The market size is P4.76B. PH Care niche is P83M.
PH Cares Pure N Fresh Feminine Wash Lowest Price Uses TV, Print Ads, Events Is distributed nationwide Uses a low cost producer and a niche approach to win
10 STEP
33