1 10 STEP Marketing Plan for SAFEGUARD SOAP Brian Bejerano February 2011 brianbejerano13.blogspot.com
Nov 12, 2014
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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
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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
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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
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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
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2. My PTM’s NWD
Needs from Maslow’s hierarchyWants determine choiceDemands for them to buy the
product
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Describe your PTM needs
7Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
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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
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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
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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
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2x2 competitive position map for Soap
Safeguard
Palmolive
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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.
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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.
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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
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5a. Safeguard Soap is still the smallest soap in the house
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
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5a. Safeguard Soap is still the smallest soap in the house
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
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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
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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
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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
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6a. Safeguard and its direct and indirect competitors
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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
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7. Price
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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
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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
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8c. Safeguard Commercial
http://www.youtube.com/watch?v=aXa6l8_1XyM
Safeguard 1990s commercial
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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.
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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
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Partnering with DOH, DepEd, UNICEF, and NGOs
8.f Other Promotions
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9. Place
Safeguard is widely distributed nationwide
It is available in supermarkets, sari-sari stores, convenience stores, drugstores, retail outlets, malls, beauty shops, etc.
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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
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SUMMARY
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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
brianbejerano13.blogspot.com
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
brianbejerano13.blogspot.com
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10 STEP Marketing Plan for SAFEGUARD SOAP
Brian BejeranoFebruary 2011
brianbejerano13.blogspot.com