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10 step marketing plan carlos gonzaga
1. 10 STEP
Marketing Plan for
Foglight
Carlos V. Gonzaga
March 2012
www.laymarketer.blogspot.com
2. Disclaimer
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.
www.laymarketer.blogspot.com
3. Don’t be the last to Swish!
1. Swish Mouthwash PTM includes any Juan who is
health-conscious, and leads an active social life
2. Loves to mingle with other people
3. Market is awash with global brands
Listerine, Astring-O-Sol and Colgate Plax. Local
competitor is Oracare
4. Gap is that competitor brands focus more on long-lasting
effect and protection from mouth disease
5. Philippine mouthwash market size is Php2B. Swish
market share is Php186M.
www.laymarketer.blogspot.com
4. Any Juan will pay for a safe
way to be ready to mingle
6. Swish is an alcohol-free mouthwash with Surefresh
technology that kills bacteria and that comes in
four refreshing flavors
7. It is priced 9% less than Listerine and
Astring-O-Sol and 19% less than Colgate Plax
8. Uses TV, events, experiences and digital
9. Distributed nationwide
10. Uses differentiation to win
www.laymarketer.blogspot.com
5. 1. Swish primary target market
(PTM) is any Juan who is health-
conscious and socially active
25-35 y.o., social class AB and C, single or
married
Just starting work or have a family, socially
active
Gargles before doing social activities, or at
least once a day who demand fresh breath to
be ready to mingle
www.laymarketer.blogspot.com
6. PTM needs a safe way to
feel confident
Self-Actualization
Needs
(Self-Development
& Realization)
Esteem Needs
(Recognition, Statu
s)
I am happy when Social Needs (sense of
I am able to socialize confidently belonging, love)
I want to be sure the products Safety Needs (security, protection)
I personally use are safe
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
www.laymarketer.blogspot.com
7. 2. Safe ba ‘yan?
Effective ba ‘yan?
Socially active, health conscious people need to be confident in
terms of the safety and efficacy of the personal products
they use; which translates to having the self-esteem to
express/speak his mind
Socially active, health conscious people switch to Swish over other
mouthwashes because of flavor, lamig sa bibig feeling, kills
germs, price, credibility/awareness of the company, PDA
approval and brand promise to feel the difference of an
alcohol-free mouthwash
Switching Demands: Fresh breath that helps build confidence, kills
bad-breath causing bacteria, feel the difference of an
alcohol-free mouthwash
www.laymarketer.blogspot.com
8. 3a. Swish is up against
global brands
Direct: Listerine, Astring-O-Sol, Colgate
Plax, Oracare
Indirect: Toothpastes, breath mints, mint
candies/gums, oral antiseptics, water, dental
floss
Variables:
Price, flavor, availability, convenience of
use, efficacy, brand promise of a
safe, alcohol-free mouthwash
www.laymarketer.blogspot.com
9. Swish is an emerging
choice for young adults
Price vs. Age Matrix
Price/Age 50 y.o. and
17-24 y.o. 25-35 y.o. 36-49 y.o.
Matrix up
Colgate Astring-
High Price
Plax Oracare
Listerine O-Sol
Low Price Swish
www.laymarketer.blogspot.com
10. Swish positioning for the health
conscious young adult market
Benefit Positioning vs. Brand Matrix
Astring-O- Colgate
Functional Benefit Listerine Swish Oracare
Sol Plax
Works all day long
Tooth and Gum protection
Fresh breath
No sting
Cool feeling
More affordable
Unique flavors
Alcohol free
Kills mouth bacteria
All brands are positioned to kill mouth bacteria. Common benefits
are long lasting protection, and cool feeling
www.laymarketer.blogspot.com
11. As a new market entrant, Swish
needs to strengthen its key
differentiators—safe coz it’s alcohol
free and with hip flavors!
Benefit Positioning vs. Brand Matrix
Astring-O- Colgate
Functional Benefit Listerine Swish Oracare
Sol Plax
Works all day long
Tooth and Gum protection
Fresh breath
No sting
Cool feeling
More affordable
Unique flavors
Alcohol free
Kills mouth bacteria
www.laymarketer.blogspot.com
12. Swish positions strongly as the
safe, no-sting alternative
Swish is the first mouthwash
that is alcohol-free
that prevents mouth dryness due to alcohol sting
that comes in four unique flavors
Oracare and Astring-O-Sol has started to offer
alcohol-free variants as well.
www.laymarketer.blogspot.com
13. Swish brand identity
Switch to alcohol-free Swish
now!
See the difference.
Feel the difference.
Source: Swish advertorial 2011
www.laymarketer.blogspot.com
14. 5. Based on independent
audit, mouthwash market size is
Php2B
www.laymarketer.blogspot.com
16. 5c. Estimated market size
of mouthwash users
Mouthwash Usage:
1M Filipinos (Class AB and C) gargle with
mouthwash at an average of once a day
using 10ml mouthwash which costs
around Php6.00 per gargle
1M x 1 x 6 x 365 = Php2B
www.laymarketer.blogspot.com
17. 6. Switch to Swish!
Flavors
Variants
www.laymarketer.blogspot.com
18. 6a. Swish shares equal shelf
space with its major competitors
Watsons Pharmacy
Rustans Supermarket
www.laymarketer.blogspot.com
19. 6b. Everybody Swish!
Swish™ mouthwash gives you an awesome swishing experience
that leaves you with long lasting fresh breath. It is alcohol-
free, but with a kick of mint!
SWISH is the ALCOHOL-FREE mouthwash. It has SureFresh that
helps fight bad breath, plaque and gingivitis for long-lasting
fresh breath. It comes in four refreshing and exciting flavors:
Peppermint Fresh, Arctic Chill, Cinnamon Blast and Mangosteen
Mint.
Since it is alcohol-free, it is safe and healthy. Even
diabetics, children above 6 years old and even pregnant women
can enjoy Swish alcohol-free mouthwash.
Source: Swish facebook page
www.laymarketer.blogspot.com
20. 7. Price – Swish is at par with
competitors in the smaller variant but
drops significantly in the big 250ml
variant
Actual Retail Prices at Watsons Pharmacy (Feb 28, 2012)
Astring-O- Colgate
SIZE Listerine Swish Oracare
Sol Plax
60ml 65.00 47.00 76.00 48.00 52.00
250ml 155.00 148.00 159.00 133.00 143.00
Swish positioned itself as the more affordable household
mouthwash rather than compete heavily in the “travel pack”
small variant.
www.laymarketer.blogspot.com
21. 8a. Swish uses TV ads, mall and
office tours and social media
1 3
2
www.laymarketer.blogspot.com
22. 8a. Swish uses celebrity endorser Ryan
Agoncillo to represent the socially
active young adult in its TV ads
http://www.youtube.com/watch?v=JEYSH1KfTOI&feature=plcp
&context=C38a35f8UDOEgsToPDskIRj0MhtBax8yyMMQhS3lyK
www.laymarketer.blogspot.com
23. 8a. Mall, Resto and Office
Tours
Tiendesitas Wynsum Corporate Plaza Hoy Week Bus
Terminal Invasion
Eat Bulaga Studio
www.laymarketer.blogspot.com
27. 8b. Global brands TVCs are reused from
campaigns abroad – ordinary Pinoys may not
be able to relate much
http://www.youtube.com/watch?v=-R7fJVGLKTw
www.laymarketer.blogspot.com
28. 8b. Global brands TVCs are reused from
campaigns abroad – ordinary Pinoys may not
be able to relate much
http://www.youtube.com/watch?v=ZDkBGbdedrE
www.laymarketer.blogspot.com
29. 9. Swish is available
nationwide using Unilab’s
distribution network
Supermarkets, sari-sari stores, convenience
outlets, drugstores
Nationwide
Pick up by customers
Cash and credit transaction
www.laymarketer.blogspot.com
30. 10. Swish is inching its way
atop the competition through
differentiation
Swish’s main strategy is to build on the safety and
efficacy brand message (alcohol-free), leveraging on
the mother company’s (Unilab) status as a pharma
industry leader
It benefits on the distribution capability of Unilab’s
Personal Care portfolio which includes banner brands
Myra and pHCare
It is distributed nationwide and affordably priced for the
mouthwash-using Pinoy
www.laymarketer.blogspot.com
32. Don’t be the last to Swish!
1. Swish Mouthwash PTM includes any Juan who is
health-conscious, and leads an active social life
2. Loves to mingle with other people
3. Market is awash with global brands
Listerine, Astring-O-Sol and Colgate Plax. Local
competitor is Oracare
4. Gap is that competitor brands focus more on long-lasting
effect and protection from mouth disease
5. Philippine mouthwash market size is Php2B. Swish
market share is Php186M.
www.laymarketer.blogspot.com
33. Any Juan will pay for a safe
way to be ready to mingle
6. Swish is an alcohol-free mouthwash with Surefresh
technology that kills bacteria and that comes in
four refreshing flavors
7. It is priced 9% less than Listerine and Astring-O-
Sol and 19% less than Colgate Plax
8. Uses TV, events, experiences and digital
9. Distributed nationwide
10. Uses differentiation to win
www.laymarketer.blogspot.com
34. 10 STEP
Marketing Plan for
Foglight
Carlos V. Gonzaga
March 2012
www.laymarketer.blogspot.com