1.) LAUNDRY
P&G: 46.0% Tide (33.2%) Mr. Clean (7.9%)
Unilever Phils.: 32.5% Surf (19.2%) Breeze (10.7%)
Peerless: 5.6% Champion (5.6%)
2.) FABRIC CONDITIONERS
P&G: 63.9% Downy (63.9%)
Unilever Phils.: 27.7% Comfort (27.72%)
Henkel Phils.: 4.8% Vernell (4.8%)
3.) TOILET SOAPS
P&G: 63.9% Safeguard (57.0%) Ivory (5.0%)
CPP: 13.4% Palmolive Naturals (8.3%) Tender Care (3.8%)
J&J Phils.: 4.6%
4.) HAIR CONDITIONER
Unilever: 82.5% Creamsilk (82.5%)
P&G: 11.0% Pantene (7.5%) Ivory (3.5%)
Bristol-Myers: 4.9% Herbal Essence (4.9%)
5.) SHAMPOOS
P&G: 41.0% Rejoice (16.9%) Pantene (9.1%) Head&Shoulders (8.9%) Ivory (6.0%)
Unilever: 11.0% Sunsilk (23.5%) Lux (6.8%)
CPP: 23.1% Palmolive (16.5%) Optima (3.3%)
6.) BABY DIAPERS
P&G: 41.0% Pampers Comfort (29.2%) Pampers Dry (12.6%)
Kimberly-Clark Phils.: 37.5% Huggies (21.4%) Kimbies (16.1%)
Unitrade: 12.7% Prokids (9.4%) Lovesome (1.1%)
7.) CATAMENIALS
J&J Phils.: 52.9% Modess (36.8%) Carefree (16.0%)
P&G: 25.6% Whisper (25.6%)
Kimberly-Clark Phils.: 18.5% Newtex (18.5%)
Objectives To increase market share of hair conditioner category from 11% with 10% progressive increase in every quarter. To increase market share of catamenials category from 25% to 50%. To develop a better product differentiation for catamenials and hair conditioner portfolio to compete with the leading competitors. External Environment
The Business plan on Swot analysis of unilever
Unilever is a company that serves in almost all the continents and over 190 countries of the world. It has a wide variety of products serving the people of all ages. Based on its core competencies and strategic outlook its strengths are; Strengths Company operates its operations nearly 190 countries and they also have 270 manufacturing sites worldwide · Strong portfolio of brands and diversified ...
THREATS: Continuing decline of the Philippines economy and political instability The product of competitors has already established a loyal market that P&G might find it difficult to penetrate the target market The competitors are multinational company too that maintains an aggressive marketing strategies There is an emergence of cheap private-label brands of retailers like the SM bonus There is lowering of prices of competitors due to increasing inter-Asian interdependence (AFTA) There is an influx of merger-fever of big competitors
OPPORTUNITIES: Significant increase in population which gives an opportunity for a larger market Growth in the industrial and service sector There is a wide array of market in Hair Conditioner category since anybody young and old can use it People are becoming more conscious of personal care that opens to a vast market. Internal Environment
WEAKNESSES: Maintains wide variety of products resulting to some products seem to be unnoticed by the consumers Skills, training and development at times deprioritized/delayed No real conscious effort to search for cost reduction opportunities in areas of: OPERATING EXPENSES, ASSETS UTILIZATION, MARKETING, CONSUMER RESEARCH, TECHNICAL TESTING, MERCHANDISING, ETC., STRENGTHS:
One of the top companies in the country Has established brand names and considered as market leader in household necessities and personal care Maintains high integrity in terms of product quality and looks forward always to win in the marketplace Vicious in building superior relationships with the target market including customers, suppliers, the private and government sectors. Alternative Courses of Action
ACTION
ADVANTAGES
DISADVANTAGES
Focus on Product Development
-Will improve customer satisfaction and maintain product loyalty among consumer -Create product differentiation and develop a better product image -Efficient utilization of gathered data
The Essay on Market Research and Marketing Research
Research is the process of gathering, processing and analyzing information on markets. The scope of such research is limited to the study of markets and does not include studies on the brand or product to be marketed. Market research is a subset of marketing research. Marketing Research is the process of gathering, processing and analyzing information for the purpose of marketing a product. It ...
-Additional cost -Focus on Research and Development (R&D)
Penetrate the market through massive tri-media campaign (print, broadcast, television) with focusing on consumer satisfaction
-Promote product and become a household name among consumers -Vast resources of P & G could be put to use with an aggressive marketing strategy that is aimed of maintaining its competitive edge over other companies.
-Additional cost -Would face stiff competition with other multinational companies that provide hair conditioner and catamenials product.
Establish a well-planned management of product distribution in all areas of the country
-Increase market share through making the product conveniently available in all areas of distribution outlets -This will improve the marketing of the product – Systematize the flow of the distribution of products
-Additional workforce means additional expense
Strategies Need to strengthen the marketability of both products by developing our value proposition plus a massive advertising and promotional campaigns as well as developing distribution coverage to reach product maturity. CUSTOMER SATISFACTION
Enhancement of product quality to come up with the best product differentiation to be offered to the consumer on which the R & D will be tasked to execute. COMMUNICATION TO CONSUMERS 1. Advertising Comprehensive advertising campaign using print ad, TV/Radio media, billboard, flyers, banners etc. Will commission top advertising agency to create a new face to the brands. 2. Image Models
Each product line would have a model that would epitomize the product differentiation. In catamenial category, the endorser should represent credible talent like popular star that exhibits glamour, beauty and elegance in all aspects. For hair conditioner category, the image model should be a popular star that is being adored both by young and old. 3. Budget
A. Catamenial Category ( Whisper ) Initial budget for year is P100,000,000.00 Covers Production, TV ads, radio and print B.Hair Conditioner ( Pantene ) Initial Budget for the year is P130,000,000.00 Covers all tri-media expenses Covers also talent fee as well as production of ads CONVENIENCE A. Sales Force: Strengthen its sales force by giving enough commissions to encourage them to cover nationwide distribution Trainings and seminars will be conducted regularly to sales people in order to attain product knowledge and how to close a deal. B. Distributors / Dealers
The Business plan on New Product Launch Marketing Plan 3
New Product Launch Marketing Plan, Part I New Product Launch Marketing Plan, Part I International: Fiat Market Needs and Market Growth “Vehicle shipments in NAFTA totaled 2,238,000 units for FY 2013, representing a 6% increase over FY 2012. In the U. S. , vehicle shipments were 1,876,000 (up 7% from FY 2012), in Canada 269,000 (up 5%) and 93,000 for Mexico and other. ” (Fiat 2013 Full Year Q4 ...
We will be giving better margin of discounts for major distributor as well as dealers to carry the products Would extend a good credit line to big distributors C. Local Satellites Establish a branch in Luzon, Visayas and Mindanao to manage properly the distribution of stocks available anytime needed by the distributors Action Plans/Programs A.Launching of new ads & promotions (tri-media) Key Dates:1st Quarter of the Year (January – March) Re-launching of the product of its new ads and a fresh endorser via formal product advertisements through the media – radio, TV, and print. The promotional campaign for the product will be in full blast Holding of press-conference and issue press releases with its new endorser Nationwide tour will be done to be covered by a major TV station B.Summer Special Big Event
Key Dates:2nd Quarter (April – June) Continuous tri-media advertisement Monitor market acceptance Sponsor major summer activities like beauty pageants, sports activities, etc. Designing new concept on ads and promotion Deployment of trained sales force C.Introduction of New Ads thru TV stations Key Dates:3rd Quarter (July – September) Introduction of new ads in all TV stations Create a jingle in thru TV ads that any person would enjoy to emulate Continuous print ads and radio placements Evaluation of each distribution centers nationwide D.Year End – Special Key Dates:4th Quarter (October – December) Assessment of 3 quarters performance Conduct an inventory audit and product evaluation movement versus the budget Sustain its advertisements to ensure continued product patronage Culmination of the strategic plans thru a Christmas special such as party, cash bonus or any incentives for top performing employees. Recognition of consumer of its continued patronage of product through raffle draw. Potential Problem
Implementation of the above-mentioned strategies and plans will encourage the competing companies to focus also on how to maintain its market leadership in catamenials and hair conditioner category. They would address too the delivery of the desired satisfaction of consumers more effectively and efficiently than what they did in the usual marketing practice. The challenges that would emerge will be a dilemma on consumer’s response and how to adjust to the various marketing offerings of each competing companies. Contingency Plan
The Business plan on Marketing Plan Bloomberg Planning Product
Introduction Bloomberg are providers of key information in a dynamic, competitive and complex environment. The organisation established by Michael R Bloomberg in 1981 now employs over 7. 000 people throughout the world. Bloomberg are Global players trading in an array of information services including news, real time pricing, data and analysis, all of which lead to better decision making for ...
Each product line managers of catamenials and hair conditioner category will be very active in the monthly assessment and interpretation of the financial data based on sales/market response. Rigorous research surveys and distribution centers checking will be undertaken. This will provide measurement as to the effectiveness of the plans implemented and the output would tell what necessary and immediate modification or improvement steps to be carried out.
