Safeguard - 10 Step Marketing Plan by Blazing Nathan Lee

10 Step Marketing Plan for
(Philippines)

Nathaniel Lee
November 2012

ph.linkedin.com/in/nathanielianlee

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.


Steps 1-5: PTM and Market
1. Target Market: Mothers who “want to
protect their families‟ health”, with children
2. NWD: Clean Personal Hygiene, Anti-
Bacteria (99% Germ Free), Skin Germ
Protection
3. Competitors: Body Wash, Alcohol, Body
Wash, Beauty Soaps
4. Gap: Lower Cost, Whitening, Moisturizing
5. Market: The soap category led the
personal hygiene market in the Philippines a
51.3% share


Steps 6-10: Marketing Mix &
Strategy
6. Product: Safeguard Pure White Soap (and other
scents and varieties)
7. Price: P13.00 for the smallest to P39.65 for the
Jumbo sized; not exactly the cheapest
8. Promo: TV, Radio and Newspaper
Advertisements; Special Events
9. Place: Distributed and sold nationwide in
supermarkets, public markets, grocery stores, sari-
sari stores, convenience stores & dept. stores
10. Strategy: Safeguard dominates the market
because of its leverage in supply and distribution
as well as being #1 in the niche market for anti-
bacterial soaps.


Primary Target Market
 Demographics: 24-60 year old Mothers with
children; Class A/B/C; Single Mom or
Married
 Lifestyle: Mothers that are in charge of
family‟s personal hygiene products; with
active kids who play; with husbands or teen
kids who play sports/outdoor activities
 Behavior: Used daily during baths, washing
of hands before dining; Usage depending
on bar size; Concerned with cleanliness, skin
protected from germs and smell good.


Part 1: PTM and Market


My PTM Needs
Self-Actualization
Needs
(Self-Development
& Realization)

Esteem Needs
(Recognition,
Status)

Social Needs (sense of
belonging, love)

99% Germ Free! Safety Needs (security, protection)
Skin Germ Protection

Physiological needs (food, water, shelter)
Clean Body
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip
Kotler 7

PTM’s Needs, Wants & Demands
 Needs:
 Need to have a clean body from dirt
(Physiological).
 Need to be protected from germs so as to not
get sick/ill (Safety).
 Wants:
 Want to feel and smell fresh and good.
 Demands:
 24-hour protection from sweat and body odor.
 One bar of soap will last longer.
 Good for kids who sweat a lot and get scrapes
and bruises from time to time.


Direct and indirect products that
address my PTM’s NWD
 Direct Competitors:
 Vaseline
 Green Cross
 Bioderm
 Indirect Competitors:
 Beauty Soaps (Olay, Dove, Palmolive, J&J)
 Body Wash (Nivea, St. Ives, Old Spice)
 Others: Alcohol, Alcogel, Waterless soaps
 Variables:
 Price
 Benefits (skin protection, moisturizing, whitening,
etc.)
 Scent
 Size for value


2x2 competitive position map for
Soap in the PH
Anti-Bacteria/
Germ Protection
Safe
Gree
n
guard
Cross

Vas
Low Price High Price
elin
e
Pal
moli Dove
ve J&
J Bioderm Olay

All-around Soap

Benefit Positioning vs. Brand Map
for Soap in the Philippines
Johnson & Green
Safeguard Dove Vaseline Olay Palmolive Bioderm
Johnson's Cross
24-Hour
Protection
Anti-Prickly
Heat
Affordable
Everyday Use
Exfoliating
Germ-Free
Skin
Menthol
Moisturizing
Prevents Body
Odor
Removes Body
Odor
Variable
Scents
Whitening
Sensitive Skin


Gap Between Product and
Customers
 Where is the marketing opportunity?
 Aside from mothers, Safeguard can target single
women who want to look good while having clean,
protected and fresh smelling skin.
 What NWDs are not being addressed?
 Safeguard can address the NWD for better skin
quality. More women are becoming more conscious
about the quality of their skin aside from germ
protection. They are looking for soaps that can
moisturize or whiten their skins. This is currently being
done by Vaseline and Palmolive.
 What can be the unique selling proposition for
the new product (totally new or repositioned.)
 “24-Hour Skin Germ Protection with Soft and Smooth
White Skin!”


Market Data Research
 The market for personal hygiene in the
Philippines increased at a compound
annual growth rate of 5.4% between 2004
and 2009.
 The soap category led the personal
hygiene market in the Philippines,
accounting for a share of 51.3%.
 The leading player in the Philippines
personal hygiene market is Procter &
Gamble Company, the makers of
Safeguard.
 Source: Personal Hygiene in the Philippines to 2014 -
http://www.researchandmarkets.com/reports/1450563/


Market Data Research
 Safeguard is the No. 1 antibacterial soap
worldwide.
 It is the only bar soap registered with the FDA.
 Safeguard is designed to provide excellent
germ protection for the whole family.
 It is an anti-bacterial soap that provides germ
protection for twice as long as ordinary soaps
making it the doctors„ number 1 recommended
choice throughout the world.
 The market share of Safeguard is the biggest in
antiseptic soap category with 22%.
 Safeguard is the only soap in the market
that is trusted by doctors (PAMET).


5a. Estimate the market size using
competitor data (Shelf Size)
4% 2%

6% Safeguard

8% Dove
40% Olay

10% Vaseline
Palmolive
Johnson & Johnson's
10%
Green Cross

20% Bioderm

Observed: Landmark Supermarket, Makati - 11/07/2012 – 19:30


Estimate The Market Size Using
Customer Data
 Market research on what Filipinos purchase:
II. Nonfood
1. Tide Nature Fresh bar
2. Safeguard Soap
3. Ponds White Balance Detox cream
4. Likas Papaya soap
5. Modess sanitary pads
6. Ariel Ultra Downy
7. Colgate
8. EQ diapers
9. Surf dishwashing liquid
10. Belo soap/beauty essentials
Most of the Top 10 in the nonfood category are actually regular brand
favorites which introduced value-for-money packs. Winners for 2007 also
were whitening products notably the newly launched Belo beauty
essentials.
 Source: http://business.inquirer.net/money/topstories/view/20080127-115169/I-know-
what-you-bought-last-year


Estimate The Market Size Using
Customer Data
 Bath soap usage in the Philippines:
 70 million Filipinos take a bath once a
day (at least).
 A135g @ P34.25 bar of Safeguard can
last for 2 weeks.
 P34.24 / 12 days = P2.85 per day
 70,000,000 x P2.85 x 365 days = P78.2B


Safeguard (P&G Philippines)
Market
 Procter & Gamble Philippines, Inc.
reported P3.729 billion in gross
revenues in 2008, up by 8.3%.
 Profits went up by 30% to P879
million.

 Source: http://www.abs-cbnnews.com/business/01/19/10/pg-take-advantage-
2010-recovery


Part 2: Marketing Mix and
Strategy


Photo of Product Category


Photo of Product Competitors


Product Description
 Manufactured by Procter & Gamble (P&G)
 Biggest brand of P&G in the Philippines
 24-Hour Skin germ protection for the whole family
 Key active ingredient: TRICLOCARBAN
 Endorsed by Philippine Association of Medical Technologist
(PAMET)
 First launched in 1966 locally as a Germicidal soap
 Sizes: 40g, 90g, 135g & 180g (Jumbo)
 Variants:
 Pure White
 Classic Beige
 Floral Pink
 Active Deo-Cool (Blue & Menthol)
 Ivory White Care
 Menthol
 Eucalyptus (Anti-Prickly Heat)
 Professional Care
 Tawas


Price Comparison

Brand < 100 g. 100-125g. 135 g. 180 g. Variants
Safeguard 13.00 34.25 39.65 10
Vaseline 23.55 32.05 3
Dove 35.00 55.00 6
Olay 50.00 58.00 3
Palmolive 19.95 27.85 5
Green Cross 28.40 3
Bioderm 28.95 5
Johnson & Johnson's 19.95 29.00 6

Observed: Landmark Supermarket, Makati - 11/07/2012 – 19:30


Which of these modes does your
product use?

Mass Personal

Sales Promotion 2 Direct Marketing 4

Interactive
Advertising 1 Marketing
1

Public Relations 3 Personal Selling 3

Events and
Experiences
4 Word of Mouth 2


Safeguard’s Promotions
 TV Commercials:
 Safeguard is well known for having TV Commercials that
show a mother and her conscience. Usually, the conscience
would “guide” the mother into buying what‟s “best for her
entire family” and to “protect” her family from germs. This has
been the trademark of Safeguard in almost all of their
advertisements since the beginning. While the mother is not
usually the one using the soap in the advertisements, she is
the one that decides what soap the family uses.
 Global Handwashing Day (Oct. 15)
 The recently concluded Global Handwashing Day aims to
educate children in the country in proper handwashing
(before and after meals, after playing, etc.) It is currently on
its 5th year this 2012.
 Fun Run/Runfest
 Safeguard is also actively sponsoring runs and with the recent
release of their Active Deo Cool, they joined renowned
running coach Rio to promote their product directed to
those with an active lifestyle.


Safeguard Promo:
TV Commercials

TV Commercials – 1990‟s
http://www.youtube.com/watch?v=aXa6l8_1XyM
http://www.youtube.com/watch?v=aio3y_ri_qM

Safeguard Promo:
TV Commercials

TV Commercials – 2009 and 2010
http://www.youtube.com/watch?v=-Tkfd-pL66M
http://www.youtube.com/watch?v=MvuP-vmPTLE


Safeguard Promo:
TV Commercials

TV Commercials – 2011 and 2012
http://www.youtube.com/watch?v=AmhgZ173tyk
http://www.youtube.com/watch?v=xqhQrUh_D6Y


Safeguard Promo:
Yaman sa Kalusugan Promo 2010
(Text the code inside the box and
win up to P1,000,000.00 in cash!)


Safeguard Event:
Safeguard (P&G) Runfest 2011


Safeguard Event:
Safeguard Active
“Beat Coach Rio” Run

http://www.youtube.com/watch?v=ShkRaL3t6yo


Safeguard Event:
Global Handwashing Day 2012


Competitors Promo

Vaseline TVC - http://www.youtube.com/watch?v=w1OIfp3JsIQ
Green Cross TVC - http://www.youtube.com/watch?v=ZdvitpKjuWQ
Palmolive TVC - http://www.youtube.com/watch?v=GULiOoGD-uk


Competitors Promo

Dove TVC - http://www.youtube.com/watch?v=sl-oT0_tk54
Bioderm TVC - http://www.youtube.com/watch?v=NSbCpJaH_cA


Place
 Safeguard (in different variants) is available in:
 Supermarkets
 Wet Markets
 Sari-sari Stores
 Convenience outlets (7/11, Ministop, etc.)
 Drugstores (Mercury, South Star, etc.)
 Departments Stores
 It is available Nationwide
 Method of delivery:
 No delivery method to consumers as the product is
readily available in abundance in many areas.


What is the Generic Winning
Strategy?
 Safeguard is the leader in antibacterial /
germicidal soaps.
 Proctor & Gamble is a global corporation with a
gigantic leverage on supply and distribution
with its multiple channels and in-country
establishments.
 They dominate the niche market on personal
care or hygiene in the Philippines.
 Families trust this brand since it first came out
and is the current #1 choice of mothers for their
families.
 Safeguard is a first mover in the personal
hygiene industry. Because of this, there is brand
loyalty from their customers.


Part 3: Summary


Safeguard - 10 Step Marketing Plan by Blazing Nathan Lee

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