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Greentouch Dishwashing Liquid

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May pet panaligan

on 19 May 2016

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Transcript of Greentouch Dishwashing Liquid

Marketing Plan

Green Touch Dishwashing Liquid
Marketing Strategy
Since EZ Clean ManufacturingCo. is new and does not have enough resources yet to promote/adverstise Green Touch through TV commercials, promotion will be done through:
MARKETING ORGANIZATION
ACTION PLAN
OBJECTIVES
MARKETING ANALYSIS
Annex A

POSTER / LEAFLET DESIGN

SALES FORECAST
SALES FORECAST FOR 3 YEARS


EXECUTIVE SUMMARY
The Eco-Zest EZ Clean Manufacturing Co. is a newly
established company which aims to sell high quality, unique and natural home care products. In line with the company’s objectives, the EZ Clean will launch its very first product which is the Green Touch Natural Dishwashing Liquid.

FINANCIAL OBJECTIVE
These brands are considered to be the top 2 competitors
of Green Touch. As the company’s marketing strategy, the promotion
of this product will focus mainly on its being natural or
organic which gives Green Touch an edge over other brands. To create a
clear and credible positioning of the product in the minds of the consumers, the company made a tagline “ Gentle on Hands & Nature, Tough on Grease “.
COMPANY
The ECO-ZEST EZ CLEAN MANUFACTURING CO.

The Eco-Zest EZ Clean Manufacturing Co. will start its operation on April 15, 2016 with the objectives of marketing high quality, unique and natural home care products. As the name suggests, Eco stands for ecology or environment and Zest stands for eagerness and passion. Their abbreviations, EZ sound like the word “ easy ” which implies the idea of “ easy clean “. True to its name, the company’s eagerness and passion to create eco-friendly products will make its customers’ lives easy and healthy. Thus, Eco-Zest EZ Clean Manufacturing Co. has created its very first product to be launched in the market: the
GREEN TOUCH NATURAL DISHWASHING LIQUID SOAP.

COMPANY’S VISION STATEMENT
To be a leading vehicle of consciousness and awareness in the global market of the safety and wellness of all beings and our Mother Nature by creating products which are pure and natural.
COMPANY’S MISSION STATEMENT
To provide our customers with high quality, all-natural products which inspire, promote and support healthy living.
CURRENT MARKET SITUATION
Today, the majority of Philippine households still wash their dishes by hand as they deemed this the most effective way. The essential nature of dishwashing in the Philippines contributes to the increase in the demands for dishwashing soaps. Consumers are now keen on dishwashing products with value-added benefits, such as antibacterial and being gentler on the hands, and are now willing to spend on these attributes.
PRODUCT REVIEW
The new product to be launched is:
GREEN TOUCH NATURAL DISHWASHING LIQUID
COMPETITORS’ PROFILE REVIEW
Green Touch Natural Dishwashing Liquid is manufactured by Eco-Zest EZ Clean Manufacturing Co.
made from natural ingredients such as : water, lemon extract, vegetable-derived glycerin and coconut-derived ingredients like coco fatty alcohol
locally sourced materials/ingredients
no synthethics, no dyes


Any product, good or service that is developed must have a target market in order to be effectively marketed and sold. This target market is the customers. In order for EZ Clean Manufacturing Co. to identify the target customers, ascertain their needs and satisfy these needs, the company used market segmentation by establishing the demographic, geographic and psychographic profiles of the customers. This customer profile will help the company understand its ideal customer.
Since dishwashing is an everyday chore in all Filipino households dominated mostly by females, the target market of Green Touch Natural Dishwashing Liquid will be female consumers ( housewives or working females ) single or married, aging from 18 years upwards, from all income groups and coming from family of all sizes.


MARKETING EXPENSES/BUDGET PLAN
1. Product Campaign/Transport of Products

At the start of the launching period on April 1, 2016, the company will hire 3 promo girls to go on a promotional campaign around Iloilo City and at the same time to transport the products to the sari-sari stores. This will take 3 days.

Expenses:

Allowance of 3 promo girls P 2,700
( P 300/day x 3 days x 3 )
Rent of jeepney P 3,600
( P 1,200/day x 3 days ) -----------
Total P 6,300

2. Cost of leaflets and posters P 1,000

3. Radio Airtime @ P 500/slot P10,000
( P 500 x 2 slots x 10 days )
4. Refilling of stocks in sari-sari stores will be done every 15 days ( twice a month )
Expenses:
Rent of transportation P 1,200
Allowance of delivery man P 400
P 1,600/month
P 1,600 x 2 P 3,200
5. The business will be temporarily set in a vacant house owned by one of the owners of the business so no rent expense is recorded. Other expenses will be:
Electricity bills P 6,000
Office supplies P 500
Total P 6,500

SUMMARY OF MARKETING EXPENSES

The total expenses in April is bigger than the succeeding months because of the expenses incurred in launching the product. For the month of May and June, expenses will be basically the delivery of the products to sari-sari stores every 15 days ( twice a month ) amounting to P 3,200 and electricity bills and office supplies amounting to P 6,500. The total cost is P 9,700.

Based on Jim Harvey's speech structures

The company will use market penetration pricing strategy in pricing the product which will offer high-quality product at a much lower price.
Since Green Touch is a new product, its initial distribution will be confined only in Iloilo City, specifically, in sari-sari stores and grocery stores located in Jaro, Lapaz, Molo and City Proper.


- Return on investment
MARKETING OBJECTIVE
- Gain market share
- Build brand awareness

comes in lemon scent
comes in a clear liquefied form because no dye was used in manufacturing it
available in 230ml plastic bottle
costs P 35.00/bottle
bio-degradable, non-toxic
eco-friendly
as effective as the leading brands
Tagline: “ Gentle on Hands & Nature, Tough on Grease “

The 2 leading brands of dishwashing soaps in the market today are: Joy Dishwashing Liquid and Axion Dishwashing Liquid/Paste
Joy Dishwashing Liquid
 Joy dishwashing liquid is a major brand of dish detergent product made by U.S.-based personal and cleaning products manufacturer and marketer Procter & Gamble.

 Joy is currently available in several fragrances and varieties, including an anti-bacterial formula, and is available in both "non-ultra" and "ultra" (concentrated) strengths.


Green Touch Natural Dishwashing Liquid is a product made from natural ingredients. This is what sets this product apart from other leading brands in the market such as the Joy Dishwashing Liquid and Axion Dishwashing Paste which contain harmful chemicals.
The product will also be priced lower than the leading brands. Other promotions for Green Touch include will be done through social media, house to house campaign and giving out of leaflets/posters and free samples.
For market segmentation, the company established the geographic, demographic and psychographic profiles of its ideal consumer. Since dishwashing is an everyday chore in all Filipino households dominated mostly by females, the target market will be the female consumers, aging 18 years and above, coming from any income groups and family of all sizes, health conscious and environment concerned consumers.
 Prices:
Joy Ultra Lemon Dishwashing Liquid 200g costs P 52.00
Joy Ultra Lemon Dishwashing Liquid 250ml costs P 69.50
Joy Dishwashing Liquid, Lemon 500ml costs P 115.50
 Joy has the following claimed benefits:
- Can clean up to 5,000 greasy dishes per bottle
- A little goes a long way
- Put a little joy in your life
- Has great cleaning power

 The ingredients of Joy Ultra Dishwashing Liquid, Lemon Scent, are: triclosan, fragrance, methylisothiazolinone, FD&C yellow 5, surfactants, sodium laureth sulfate, cyclohexanediamine, PEI-14 PEG-10/PPG-7 copolymer, sodium lauryl sulfate, PPG-26, biodegradable anionic surfactants, alkyl dimethyl amine oxides, enzymes, phenoxyethanol, alcohol denatured, water and sodium chloride. This product contains ingredients that could cause respiratory effects, acute aquatic toxicity and chronic aquatic toxicity.
Axion Dishwashing Liquid/Paste
 Axion, a brand of dishwashing paste and dishwashing liquid, is manufactured by Colgate Palmolive.
 Ultra AXION Dishwashing Liquid´s powerful grease-stripping formula eliminates dirt and tough grease from your plates, pots, and pans.

 It comes in many scents such as fresh Kalamansi, Lemon and Green Tea that make dishwashing more enjoyable.

 Available in 500ml and 250ml bottles and 190ml, 50ml and 20ml sachets

 It carries the tagline “ The Grease Stripper “

SWOT ANALYSIS
MARKET SEGMENTATION
GEOGRAPHIC

Since the business is new, the target market will be limited to Iloilo City only. Eventually, the market will expand to out of town areas.

DEMOGRAPHIC
PSYCHOGRAPHIC
Green Touch will cater mostly to consumers who value healthy lifestyle and at the same time, give importance to the protection of environment.
TARGET MARKET
For the product positioning strategy, the company has come up with the brand name Green Touch which is designed to create a clear positioning in the minds of the target consumers.
PRODUCT/BRAND POSITIONING STRATEGY
The brand Green Touch may sound like a single concept or idea but two benefits were clearly crafted into this single idea. The word green symbolizes care for nature and the word touch symbolizes care for hands.
To establish a full positioning of our brand, we will also carry the tagline
“gentle on hands & nature, tough on grease“
. Through this tagline, the consumers will perceive the product as something beneficial not only to them but to the environment as well.


PROMOTION STRATEGY
• local TV commercial ( to be arranged with TV station later )
• radio ads
• social media such as Facebook and Instagram
• giving out of leaflets/posters
• giving free samples for trial purposes
• house to house campaign

The promotion of Green Touch Natural Dishwashing Liquid will focus mainly on its being organic or natural which is what differentiates and gives it an edge over other brands in the market.
DISTRIBUTION STRATEGY

The initial distribution will be confined in Iloilo City only. The product will be distributed in local sari-sari stores in Jaro, Molo, Lapaz and City Proper which are easier to penetrate and easily accessible for consumers who do not frequent the supermarkets for their grocery needs. Later, the product will also be distributed to sari-sari stores in out of town areas.
PRICING STRATEGY
The company will use market penetration pricing strategy which will offer a high-quality product at a much lower price. This will help the business enter a new market even when strong competitors exist. To penetrate the market and build loyalty with new customers, Green Touch Natural Dishwashing Liquid will be sold at P 35.00 only which is lower than the leading brands.
MARKETING
MIX
GREEN TOUCH NATURAL DISHWASHING LIQUID
The Eco-Zest EZ Clean Company will have a marketing organization consisting of a Marketing Manager who will be the over-all in charge of marketing activities of the company. Under the Marketing Manager are the Product Manager, Advertising Manager, Marketing Manager and Sales Manager with their assistants who will also be in-charge of product distribution in their assigned area. Their functions are as follows:
Product Manager
- analyzes market and competitive conditions and lays out a product vision that is differentiated and delivers unique value based on customer demands
- responsible for defining the ‘why’, ‘what,’ and ‘when’ of the product that the production team will produce

Advertising Manager
- plans and directs the promotional and advertising campaigns of the company in order to generate interest in the product
Marketing Strategies Manager
- develops marketing strategy for the company in line with company objectives
Sales Manager
- responsible for meeting the sales targets of the company through effective planning and budgeting
ACTION PLAN FOR THE LAUNCHING OF GREEN TOUCH DISHWASHING LIQUID
Date of Launching: April 15, 2016
Manufacturing Cost per Bottle ( 230 ML ):
Content/Ingredients – P 12.00
Bottle - P 2.00
Label - P 1.00
TOTAL P 15.00

product to be sold at P 35.00/bottle

*District Population
Jaro 343,829
Molo 70,318
Mandurriao 54,379
La Paz 50,309
City Proper 55,135
Villa Arevalo 49,776
Lapuz 31,663

** Sales for 2016 is only 75% of P 200,760 because the company will start operating on April 1, 2016.

A 10% growth in sales is forecasted every year so the estimated sales for 3 years are as follows:
Full transcript