PHCare Feminine Wipes 10 Step Marketing Plan

The 10 Step
Marketing Plan for
PHCare Feminine Wipes

Vida Antoniette M. Cuaresma
November 2012

http://www.linkedin.com/in/vidaantoniettemcuaresma
http://fierymusesparks.blogspot.com/

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 blogs and social
networks such as Slideshare, Twitter, and Facebook so
that there is easier sharing among students from different
marketing classes.

Steps 1-5. PTM & Market
1. Target Market: For women who are within the
Adolescent and Young Adult age group (15-24) who
need gentle and instant freshness on-the-go.
2. NWD: Need instant freshness in their feminine regions,
Want to feel cool and clean on-the go, Demand pH-
Balance at low cost.
3. Competitor: Lactacyd Intimate Wipes or Charmee
Feminine Wipes
4. Gap: Low Cost, Cool Image, Dare to Go
5. Market: The Philippine Demographics profile of 2010
states that the is approximately 7.5 million women within
the specified age group.

Steps 6-10. Mix & Strategy
6. Product: PHCare Feminine Wipes in either Passionate
Bloom or Cool Wind.
7. Price: PhP41/pack (10 sheets/pack)
8. Promo: TV, Radio, Newspaper Advertisements, Social
Networks, Internet, Special Events
9. Place: Nationwide, supermarkets, grocery stores,
convenience stores, department stores, pharmacies
10.Strategy: Low cost, Distribution Channels, Cool
Image/Niche

Step 1. PHCare Feminine Wipes’
Primary Target Market (PTM) are
Females in their Teens to Young
Adulthood.
• Demographics: Adolescents 15-19, Young Adult 20-24
• Lifestyle: Daring women who are on-the-go and in need
of instant freshness.
• Behavior: Gentle, light scented, and made for regular
usage (every bathroom break)

http://psychology.about.com/library/bl_psychosocial_summary.htm

Maslow’s Hierarchy of Needs

I’m “in” and “cool” when I use this.

My friends are using it, I should too!

I need to be clean!

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler
6

PTM’s Needs, Wants, and Demands.
• Needs:
• Physiological: Cleanliness
Importance of personal hygiene
• Social: Belongingness
Importance of being part of a group, in-crowd
• Esteem: Recognition
Importance of being recognized as a developing
female who has unique needs

http://www.wpro.who.int/topics/adolescent_health/philippines_fs.pdf
http://journals.upd.edu.ph/index.php/pssr/article/viewFile/1283/1620
http://hhd.csun.edu/hillwilliams/438%20Spring
%202010/documents/WeknowsomethingsParentadolescentrelationshipsinretrospectandprospe

• Wants:
• Physiological: Cleanliness
Wants to feel clean and be clean all the time, and
on-the-go.
• Social: Belongingness
Wants to be part of the in-crowd, to belong.
• Esteem: Recognition
Wants to be seen as a cool and daring female.


• Demands:
• To have instant freshness, to be part of the in-
crowd, to be seen as daring and cool --- all at an
affordably low price.


Step 3a. PHCare Feminine Wipes’
competition
• Direct Competitors: Other Feminine Wipes
• Lactacyd Intimate Wipes

• Charmee Feminine Wipes

competition
• Indirect Competitors: Other cleaning tools
• Sanitary Wipes (e.g., Wet Ones)

• Soap and Water

• Tissue

competition
• Variables
• Price
• Age
• Availability
• Specific Use
• Health and Benefits
• Usage (frequency and purpose)
• Brand
• Peers
• Upbringing

Step 3b. PHCare Feminine Wipes’
Positioning Map

Price/Age 15-19 20-24 25-40+

High Price LACTACYD

PHCare
Low Price
Charmee

• Price and Age Matrix: Current economy requires
practicality and thriftiness across all age groups.

Step 3b. PHCare Feminine Wipes’
Unique Positioning Map
Brand PHCare Lactacyd Charmee
PH-balanced
Alcohol Free
Hypoallergenic
Clinically Tested/Safe
Extra Cooling Freshness
Variants
Made By (Branded)
Gentle Cleansing
Daily Use
Convenient, on-the-go
Long Lasting protection

• Benefit and Positioning: All focuses on freshness
on-the-go!

Step 4. PHCare Feminine Wipes’ Fills
the Gaps
• PHCare Feminine Wipes focuses on the
niche market-AYA (Adolescents-Young
Adults)
• Boosts Image [“Daring”] at a Low Price
• Backed by the Unilab name

http://www.unilab.com.ph/corporate/getting-to-know-our-
company/

Step 5. PHCare in the Market
• PHCare (in general) overtook Lactacyd as
the market leader for feminine hygiene in
2004.
http://www.dlsu.edu.ph/research/centers/cberd/pdf/bus_focus/Creative_Marketing.PDF

• Unilab is the biggest pharmaceutical
company in the Philippines with a 20%+
market share for the past 3 decades.
http://www.unilab.com.ph/corporate/getting-to-know-our-company/

Step 5. PHCare in the Market
• Unilab focuses on providing affordable
products
http://growinginclusivemarkets.org/media/cases/Philippines_RiteMed_2008.pdf

• Usage Statistics:
http://www.nscb.gov.ph/secstat/d_popn.asp

If approximately 7,546,353 AYA (Adolescents-Young Adult) Females
based on 2010 statistics would use 1 pack of wipes per day
(PhP41.00/pack) – annual use of feminine wipes market would be
PhP112,931,172,645.

Step 6b. Product Description
• Features and Specifications:
– Mildly scented to keep you feeling fresh and
clean
– pH-balanced
– Alcohol free
– Hypoallergenic
– Clinically Tested
– With ActiveCool for extra cool freshness

http://www.unilab.com.ph/consumers/products/ph-care-
feminine-wipes-cool-wind-feminine-wipes/

Step 7. Price
Price PHCARE LACTACYD CHARMEE
Travel Pack
(10 PHP41.00 PHP53.00 PHP30.00
wipes/pack)

• PHCare is in the middle range according to
the pricing of feminine wipes. It is 23%
cheaper than it’s closest competitor, Lactacyd;
but the cost against new comer Charmee is
27% higher.

Step 8a. Promotions Strategy: Mass
STRATEGY RANK
Sales Promotion 4
Advertising 2
Public Relations 3
Events and
1
Experiences

Step 8a. Promotions Strategy: Personal
STRATEGY RANK
Direct Marketing 3
Interactive
1
Marketing
Personal Selling 4
Word of Mouth 2

Step 8a. Sample Promotion: PHCare
Feminine Wipes for the Girl on the Go

https://www.facebook.com/notes/unilab/ph-care-feminine-
wipes-girl-on-the-go-fb-contest/141471589228777

Step 8a. Sample Promotion: PHCare
Cool Dare

http://www.phcare.com.ph/

Step 8a. Sample Promotion: Blogger
Promo

Step 8b. Competitor Promotions :
Lactacyd Intimate Wipes

• The strongest competitor of PHCare which
is Lactacyd Feminine Wipes don’t seem to
have any searchable local promotions. It
seems to have banked on the Lactacyd
brand. It has however, Facebook
promotions for Singapore users.

Step 8b. Competitor Promotions:
Lactacyd Intimate Wipes

https://www.facebook.com/vzonecare.lactacydsg

Charmee Feminine Wipes
• Up and comer Charmee also doesn’t have
any online promotions, but it has it’s own
website which features the product. It relies
on it’s main image-model to “sell” the
product.

Charmee Feminine Wipes

http://charmee.com.ph/home/choosecharmee/wipes

PHCare edge
• PHCare’s edge, then, is that it
continuously communicates with its
market – regardless of whether it has
already captured the market or whether
these are potentials.
• It focuses on being an affordable and
quality brand that is always and readily
available.

Step 9. PHCare Feminine Wipes is
available nationwide using Unilab’s
network of distribution
Customer Pick up at:
• Drugstores, pharmacies
• Grocery stores, Supermarkets
• (24H) Convenience Stores
• Market stalls
• Department stores
Nationwide

Step 10. PHCare Feminine Wipes is a hip
and quality product that is available
nationwide at an easy price
• The main strategy it would seem is to continue
to attract AYAs (Adolescents to Young Adults)
and dominate that niche market.
• It benefits greatly for being known as a low
cost and trusted quality product under Unilab
which has wide distribution channels .
• Thrust is that you could “dare to go anywhere”
with PHCare.

Steps 1-5. PTM & Market
1. Target Market: For women who are within the
Adolescent and Young Adult age group (15-24) who
need gentle and instant freshness on-the-go.
2. NWD: Need instant freshness in their feminine regions,
Want to feel cool and clean on-the go, Demand pH-
Balance at low cost.
3. Competitor: Lactacyd Intimate Wipes (closest) or
Charmee Feminine Wipes (newcomer)
4. Gap: Low Cost, Cool Image, Dare to Go
5. Market: The Philippine Demographics profile of 2010
states that the is approximately 7.5 million women within
the specified age group.

PHCare Feminine Wipes 10 Step Marketing Plan

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