1. 10 STEP Marketing Plan for Whisper (Sanitary Pads) Heeyeon KIM Feb/17/2011 1

2. 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

3. The Procter & Gamble Company (P&G) is one of the world's largest consumer goods companies. It markets more than 300 brands in over 180 countries. The company is engaged in producing beauty, health, fabric, home, baby, family, and personal care products. The company operates in the Americas, Europe and Asia. It is headquartered in Cincinnati, Ohio, and employed about 138,000 people as of 2009. The Procter & Gamble Company (P&G)

4. Major target is 15~50, Female When the women who are on the menstruation The competitors are Kotex, Modess, Charmee or Love Moon Anion Whisper has very higher brand equity & product quality The market size is around 5,241.6 Million pesos and whisper has 39.7% market share (2,082.8 Million pesos) in 2009. Reference: Datamonitor Steps 1 to 5Summary headline of your PTM and market

5. Steps 6 to 10Summary headline of the marketing mix & strategy P&G provides whisper sanitary pads P&G uses high price strategy P&G uses TV, radio, websites, events & print Nationwide P&G uses Supply and Distribution Leverage & Differentiation

6. 1. Describe the primary target market (PTM)* Demographics: Age range 15~50, Female, Regardless of social class & marital status. Lifestyle: They could be any women who are workers or housewives. Behavior: They consume the sanitary pads when they are on menstruation. They concern about leaking blood at the period of menstruation. As usual the price of sanitary pads is 40 pesos per pack (5 pieces).

7. 2. My PTM’s NWD Needs from Maslow’s hierarchy Wants determine choice Demands for them to buy the product Note: There may be multiple answers for needs, wants demands. Of these answers, underline and use bold font for the best answers. See examples that follow

8. Describe your PTM needs They want to feel free from the leak of blood Without sanitary pads unable to go out when they are on menstruation Reference: Maslow’s Hierarchy of Needs Marketing Management, 11th ed, Philip Kotler 8

9. 2. PTM’s needs, wants & demands Needs: They need to buy the safe & hygienic sanitary pads. When they are working or going somewhere, they need to wear it. Wants: They want that sanitary pads are high absorption, skin-friendly, wear sensation and soft. Demands: They demand the low price with nice quality. Plus, they want to use skin friendly sanitary pads.

10. 3a. Direct and indirect products that address my PTM’s NWD List of Competitors products/ brands: Kotex, Modess, Charmee, Love Moon Anion Determine the variables that affect choice of product, brand: High absorption, skin-friendly, wear sensation and price

11. 3b. Create 2 Positioning Maps 1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice Price vs. Brand Equity Matrix 2nd Map: Functional benefits vs. Brands/ Variants

12. Example of a 2x2 competitive position map for Sanitary pads as of 2011 Source: Datamonitor Price vs. Brand Equity Matrix Love Moon Anion 5.3% Whisper 39.7% Modess 17.2% Kotex 20.9% Charmee 4.3%

13. as of 2011 Example of a benefit positioning vs. brand map for Sanitary Pads Benefit Positioning vs. Brand Matrix

14. 4. Identify the gap between customers and competition Where is the marketing opportunity? => Make higher brand equity What NWDs are not being addressed? =>Skin friendly, hypo-allergenic and saves money What can be the unique selling proposition for the new product. => P&G Could sell sanitary pads with good smell like green tea or jasmine

15. 5. Estimate the market size using Datamonitor (Research company) data The market size is around 5,241.6 Million pesos and whisper has 39.7% market share (2,082.8 Million pesos) in 2009.

16. 5. Estimate the market size using Datamonitor (Research company) data Reference: Datamonitor Based in 2009

17. 6a. Show how product looks vs. competition Tampon 2nd large market share

18. 6b. Product Description

19. 6b. Product Description

20. 6b. Product Description

21. 7. Price – Whisper uses High Price Strategy Based on 5 pieces pack with wings (PHP)

22. 8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use

23. 8a. Samples of Promo

24. 8a. Your products Promotions Why MEN LOVE Whisper “Whisper I Love You”: Now Available to all Globe, Smart, and Sun subscribers! Whisper Rampa Video Contest The other promotions is in the website Website: http://whymenlovewhisper.multiply.com

25. 8b. Competitor promo

26. 8b. Competitor promo Kotex Summer Fun for Five Free Baller ID Other promotions Website: http://www.kotex.com.ph/promotions/index.aspx

27. 9. Place Where is your product available? Supermarkets, sari-sari stores, convenience stores and drugstores We could buy Sanitary pads regardless of country. So, it’s Nationwide Whisper could be delivered to home, ordered via internet. But as usual people just buy sanitary pads in the off-line market

28. 10. What is the generic winning strategy? Which of the 4 strategies are being used? (bold and underline to most dominant strategy) Supply and Distribution Leverage Differentiation

29. 29 SUMMARY

30. Major target is 15~50, Female When the women who are on the menstruation The competitors are Kotex, Modess, Charmee or Love Moon Anion Whisper has very higher brand equity & product quality The market size is around 5,241.6 Million pesos and whisper has 39.7% market share (2,082.8 Million pesos) in 2009. Reference: Datamonitor Steps 1 to 5Summary headline of your PTM and market

31. Steps 6 to 10Summary headline of the marketing mix & strategy P&G provides whisper sanitary pads P&G uses high price strategy P&G uses TV, radio, websites, events & print Nationwide P&G uses Supply and Distribution Leverage & Differentiation

32. 10 STEP Marketing Plan for Whisper (Sanitary Pads) Heeyeon KIM Feb/17/2011 32