De La Salle University Ramon V.

Del Rosario College of Business Management and Organization Department

MKT511M: MARKETING MANAGEMENT 2nd Term, S.Y. 2013-2014

MARKETING PLAN

FRESHMAN MASCULINE

Submitted to: Dr. Antonio V. Concepcion

Submitted by: Aquino, Johanna Perez, Joycee Gene Rebosura, Karla Amor B.

Background Masculine Wash Anyone? Women have tons of different skin care and hygiene products. For women, every body part has a different product that they can use. Our current market is infiltrated with feminine wash PH Care, Lactacyd, Betadine, Pure n Fresh etc. recently these feminine wash brands came up with different variants even extending their lines to the wipes format of the products. But how about the men? Men are typically very basic and simple with their hygiene; soap, shampoo and they are good. Recently a masculine wash called Freshman Masculine Wash hit the market and targets the active lifestyle of men specially those who engage in vigorous sport activities. Men sweat differently than the women and sometimes taking a shower with the usualsoap and water is not enough. II. III. IV. Statement of the Problem Objectives Areas of Consideration A. External Analysis 1. Analysis of Opportunities and Threats OPPORTUNITIES Men are becoming more conscious towards their grooming aspect - currently, there is an increasing growth of metrosexuals mainly because of the encouragement and promotions from social media. Consequently,the market for male personal care products are increasing Personal mens care industry in the Philippines is in its growth stage and has a lot of potential Because of the increasing consciousness tpwards grooming, personal care products being considered as a necessity THREATS Competition with other common and multipurpose body cleansers such as bath soaps. Other consumers would not find it necessary to use a masculine wash because of the tradition of men of using soaps. The mentality of the society that intimate wash are for females only.

Economic factors Consumers would rather buy soap than spend extra money to buy an intimate wash. Government Restrictions RA 3720 Food, Drug and Cosmetic Act This regulation imposes additional cost and restrict distribution of the product, limiting the market potential of the product.

2. Key Success Factors Quality There are a few masculine wash in the market and unlike the feminine washes available, the distributors and makers of the Freshman Masculine Wash is not as well known as the feminine wash manufacturers. Therefore, the manufacturers of Freshman Masculine Wash would need to ensure the high quality of the product. Performance Other mens grooming care such as deodorants and toners are doing well in the market. However bath and shower products for men are not equally high performers like the latter. Price Level Increase in urbanization lead the retailers to concentrate in major towns and cities resulting to aggressive pricing environment in the last few years. Freshman Masculine Wash should determine a price level fitting the target market. Supply and Distribution The Supply and Distribution of Freshman Masculine Wash should focus on collaborating with different business partners to reduce its distribution costs. At the same time, the company needs to ensure that the product is channeled evenly in different region.

V. VI.

Alternative Courses of Action Decision Criteria

VII.

Marketing Plan Current Market Situation Industry Study The cosmetics and toiletries industry in the Philippines has been continually increasing because of the emphasis on physical beauty of social media and society. We can see from the figures below the peoples spending on grooming products is increasing over the years to maintain the personal appearance Also, according to Euromonitor, Mens grooming continuing to rise because Men are becoming more sophisticated in terms of what kind of cosmetics and toiletries products they buy for themselves. In the past, men normally used unisex products, since it was very common for one household to share the same products to minimise their household expenditure. Although purchasing power has declined in recent years, men are increasingly inclined to spend their money on gender-specific options. In addition, manufacturers have introduced smaller size products to make them more affordable. In the long run, mens skin care and mens bath and shower products will fuel growth in sales of mens grooming products. Both subsectors are still niches and there is plenty of room for innovation compared to the womens bath and shower products and skin care. Currently manufacturers already do niche marketing for some womens products, offering specific products for specific benefits. Manufacturers may do the same for mens products in the future. The market for mens toiletries in the Philippines is still inthe early stages of development, except for mens deodorants which is already quite mature.

Source:http://www.scribd.com/doc/37765898/Masculine-WashMarketing-Proposal

Current Brand Situation A. Brands Target Market

1.Target Market Males 2.Community Urban Areas 3. Social Class Middle Class, Upper Class; those who can afford P75 4. Physiological Lifestyle Active Lifestyle Sports Oriented Socially Active Outdoor Oriented 5. User Status First time Potential Users 6. Attitude, Enthusiastic, Curious B. Need/ Want/ Problem * Effective personal (intimate) hygiene * Need for sense of manliness (feel Macho) * Want to look good and feel good C. Frame of Reference A. Product Category/ Market Segment/ Industry * Masculine wash formulated to be a cleanser for the male genitalia D. Compelling Benefits 1. Customer Need/ Want/ Problem wants to address/satisfy * Effective intimate hygiene * self-confidence booster * The feeling of being cool and fresh all over 2. Value Proposition * Thoroughly cleans unlike ordinary soap or body wash can * Leaves a cool and fresh feeling that lasts all day * Properly moisturizes the skin * Dermatologically tested for proper intimate hygiene * Specially formulated for men * Helps heal minor wounds and scrapes of genitals 3. Specific Ways * Gently yet thoroughly cleans males genital unlike any ordinary soap or body wash can. * Uses active ingredient Tea Tree Oil * Makes skin neutrally balanced at ph7 * Gets rid of unwanted odor

* Leaves cool feeling that makes users feel young and confident Source: http://www.studymode.com/essays/Freshman-Masculine-WashAnd-Peni-Fresh-936289.html Competitive Situation Director Competitor PENI FRESH ANTISEPTIC MALE ORGAN WASH A. Brands Target Market 1.Target Market Males 2.Ages All Ages 3. User Status Non-user, First user; Regular User 2.Need/ Want/ Problem * Effective personal (intimate) hygiene * Need for sense of manliness (feel Macho) * Want to look good and feel good B. Frame of Reference 1. Product Category/ Market Segment/ Industry * Peni Fresh exists in the market as male organ wash soap. C. Compelling Benefits 1. Customer Need/ Want/ Problem wants to address/satisfy * Peni Fresh wants to the address the problem of men regarding their hygiene towards their private organ which is the unpleasant odor due to bacteria. 2. Value Proposition * Keeps mens private part clean and free from unpleasant odor due to bacteria * Leaves great feeling and come with TUTTI-FRUITI flavor for twice-a-day use. Source: http://www.studymode.com/essays/Freshman-Masculine-WashAnd-Peni-Fresh-936289.html

Indirect Competitor SOAPS A. Target MarketSoaps are used by essentially everyone regardless of age, sex, location B. Positioning Soaps are used for overall cleansing, sometimes for exfoliating, moisturizing or depending on the specific need the soap addresses. C.Marketing Mix 1.Product- bar soap 2. Price- depends on the brand, more ore less P28 per 125g bar 3. Place can be bought in any supermarket or groceries even in drugstores or sari-sari stores

SWOT Analysis / Theoretical Framework Goals and Objectives Marketing Mix Strategies and Programs Segmentation, Targeting, Positioning Product Development Pricing Freshman Freeze is priced at 79.75 while the regular variant is priced at 77.75

Photo courtesy of: wash.html

http://binibiningbilog.blogspot.com/2013/01/freshman-masculine-

Sales Distribution Freshman Masculine Wash is currently available at Shopwise, Rustans, SM Hypermarket and Robinsons Supermarket.

Promotion During the launch of Freshman Masculine Wash they held events for differnet popular magazines like Cosmo Manila and gave away free samples to the event. Since the product is quite unique to the market, the brand is trying to let the consumers experience the product and hopefully increase brand awareness for the product. Marketing and Communications Currently the brand has billboards and some ads even in YouTube communicating to its target customers ;For men with active lifestyle, here comes Freshman Masculine Wash, a masculine wash formulated to be a cleanser for the male genitalia that gently yet thoroughly cleans unlike any ordinary soap or body wash can, which brings a cool and fresh feeling that last for 24 hours with the use of its active ingredient Tea Tree Oil. Since the target market of the masculine wash are the upper and middle

Profitability Plan

VIII. IX. X.

Conclusion References Appendices