V47 Bea Pacheco Product Mktg Plan

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beapacheco

Health & Medicine Business

5 Steps for Part 1 (PTM and Positioning) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Positioning to the Primary Target Market Part 1: Steps 1 to 5

1.Safeguard primary target market (PTM) are families ,[object Object],[object Object],[object Object]

2a. Maslow’s Hierarchy of Needs I want to feel fresh all the time I want to be clean

2b. Safeguard PTM’s Needs, Wants, Expectations ,[object Object],[object Object],[object Object],[object Object]

3a. Safeguard has several competitors ,[object Object],[object Object],[object Object]

3b. Safeguard is high in price but comes relatively with high skin germ protection

3c. Competitive map showing Safeguard’s positioning Focus is on providing excellent quality and benefits to its market.

4. Safeguard maintains its strong position in a niche market ,[object Object],[object Object],[object Object],[object Object],[object Object]

5a. Personal Hygiene market is growing continuously SOURCE: DATAMONITOR report on Personal Hygiene in the Philippines to 2013. http://www.marketresearch.com/product/display.asp?productid=2470435&xs=r ,[object Object],[object Object],[object Object]

5b. Health is Wealth SOURCE: http://business.inquirer.net/money/features/view/20100107-246055/Marketing-trends-to-watch-out-for-in-2010

5c. Safeguard is among the top brands purchased.

5d. Safeguard Market ,[object Object],[object Object],SOURCE: (1) http://www.scribd.com/doc/5892225/PG-2008-Annual-Report and (2) http://news.abs-cbn.com/business/01/19/10/pg-take-advantage-2010-recovery

The Marketing Mix Strategy Part 2: Steps 6 to 10

6a. Personal Care (Soap) Market in the Philippines

6b. Product Description ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

7. Safeguard is priced 20% premium compared to its competitors Safeguard maintains its premium pricing strategy as it continues to dominate its target market. It now has 3-pid value packs to better reach its market.

8d. Green Cross Launch Commercial - 2005

8e. Comparison of Promotion strategy ,[object Object],[object Object],[object Object]

8f. Other Promotions ,[object Object],[object Object],[object Object],[object Object],[object Object]

9. Safeguard is widely distributed nationwide ,[object Object],[object Object],[object Object]

10. Safeguard is the market leader ,[object Object],[object Object]

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V47 Bea Pacheco Product Mktg Plan

1. 10 STEP Marketing Plan for SAFEGUARD Bea Pacheco February 2010

4. Positioning to the Primary Target Market Part 1: Steps 1 to 5

6. 2a. Maslow’s Hierarchy of Needs I want to feel fresh all the time I want to be clean

9. 3b. Safeguard is high in price but comes relatively with high skin germ protection

10. 3c. Competitive map showing Safeguard’s positioning Focus is on providing excellent quality and benefits to its market.

11.

12.

13. 5b. Health is Wealth SOURCE: http://business.inquirer.net/money/features/view/20100107-246055/Marketing-trends-to-watch-out-for-in-2010

14. 5c. Safeguard is among the top brands purchased.

15.

16. The Marketing Mix Strategy Part 2: Steps 6 to 10

17. 6a. Personal Care (Soap) Market in the Philippines

18.

19. 7. Safeguard is priced 20% premium compared to its competitors Safeguard maintains its premium pricing strategy as it continues to dominate its target market. It now has 3-pid value packs to better reach its market.

20. 8a. Safeguard Commercial - 90s

21. 8b. Safeguard Commercial

22. 8c. Safeguard Commercial - 2009

23. 8d. Green Cross Launch Commercial - 2005

24.

25.

26.

27.

28. SUMMARY

29.

30.

31. 10 STEP Marketing Plan for SAFEGUARD Bea Pacheco February 2010

V47 Bea Pacheco Product Mktg Plan

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