...Opportunities………………………………………………………………... 6 3.1.4 Threats………………………………………………………………………. 6 3.2 Industry Analysis…………………………………………………………………….. 6 3.3 Competitor Analysis………………………………………………………………….. 6 3.4 Company Analysis……………………………………………………………………. 7 3.5 Customer Analysis……………………………………………………………………. 8 4.0 STRATEGIC FOCUS AND PLAN……………………………………………………………. 9 4.1 Mission……………………………………………………………………………….. 9 4.2 Goals………………………………………………………………………………….. 9 5.0 PRODUCT-MARKET FOCUS………………………………………………………………... 10 5.1 Marketing and Product Objectives……………………………………………………. 10 5.1.1 Target Market……………………………………………………………….. 10 5.1.2 Customer Value Propositions……………………………………………….. 10 5.1.3 Points of Difference…………………………………………………………. 11 6.0 Marketing Program……………………………………………………………………………… 12 6.1 Product Strategy………………………………………………………………………. 12 6.2 Price Strategy………………………………………………………………………….. 14 6.3 Promotion Strategy……………………………………………………………………. 14 6.4 Distribution Strategy………………………………………………………………….. 16 7.0 FINANCIAL DATA AND PROJECTION……………………………………………………… 18 7.1 Past Sales Revenue…………………………………………………………………….. 18 7.2 Five-years Sales Projection……………………………………………………………. 19 8.0 IMPLEMENTATION PLAN…………………………………………………………………… 21 9.0 EVALUATION AND CONTROL……………………………………………………………… 22 10.0 REFERENCES………………………………………………………………………………….. 23 LIST OF TABLES 1. Table 3.1: Price of competitor for dishwasher............................... 7 2. Table 7.1: Five-year financial forecast................
Words: 5352 - Pages: 22
...I. Project Title : Sabon Oplan Asenso para sa Pangkabuhayan II. Rationale: Unemployment is one of the major concern of the local government. Over years, we can observe the fast growing in our population especially in depressed area. Some Non-Government Organization, People Organization and school projects would like to help to ease the burden of the community by educating the unemployed mothers and housewives on how to improve their ways of living. With the help and cooperation of the barangay leaders, this project would be possible. This project will be funded solely by the contributions of each members and ask some business people to give them ideas and encouragement on organizing, training, funding, marketing and management. We opt to conduct the livelihood program in Barangay Sun Valley Paranque City. The total land area is 75 hectares composed of 32 subdivision/cluster. It is situated along West Service Road, South Superhiway, Paranque City. You could reach the place through the following landmarks: Toyota Bicutan, Robinson’s Supermarket, and Our Lady of the Most Holy Rosary Parish. Houses were commonly built in concrete type. The area is comprises of 7, 983 households. Majority of the population are male and under 30 years of age. The average income of the family per month is approximately P10, 000 and majority living in the area are unemployed because they only reach high school level. Majority of the family has electricity. Water is one of...
Words: 960 - Pages: 4
...CASE: M-313A DATE: 02/07/08 RIN DETERGENT: TO POSITION OR REPOSITION In early January 1989, Irfan Mustafa, General Manager, Personal Products and Market Research, Lever Brothers Pakistan Limited, was wondering what action to take regarding the marketing of the laundry detergent bar RIN, which had been introduced to the Pakistani market in April 1984. The product was specially formulated and promoted as a fabric washer. Mr. Mustafa felt the sales volumes for RIN had reached reasonably satisfactory levels in 1988. However, a recent survey confirmed his suspicion that RIN was primarily being used for dish washing. COMPANY Lever Brothers Pakistan Limited (Levers), a subsidiary of Lever Brothers International, produced and marketed a variety of consumer products in Pakistan. The company’s diverse product line consisted of items such as shampoos, skin and shaving creams, edible oils, margarine, toilet soaps, scourers, and laundry detergents in powder and solid bar forms. In 1988, Levers had a profit before tax of Rs 277 million on sales of Rs 3.65 billion.1 MARKET In 1988, the total fabric wash sales of 263,050 tonnes in Pakistan consisted of 247,000 tonnes of laundry soap, 14,500 tonnes of nonsoap detergent (NSD) powders, and 1550 tonnes of NSD bars.2 The laundry soap, NSD detergent, and NSD bar markets had grown by 5 percent, 12 percent, and 29 percent respectively, as compared to 1987. Laundry soap retailed for Rs 10 to Rs 15 per kilogram (kg), whereas NSD detergent powders had...
Words: 2515 - Pages: 11
...RIN DETERGENT: TO POSITION OR REPOSITION In early January 1989, Irfan Mustafa, General Manager, Personal Products and Market Research, Lever Brothers Pakistan Limited, was wondering what action to take regarding the marketing of the laundry detergent bar RIN, which had been introduced to the Pakistani market in April 1984. The product was specially formulated and promoted as a fabric washer. Mr. Mustafa felt the sales volumes for RIN had reached reasonably satisfactory levels in 1988. However, a recent survey confirmed his suspicion that RIN was primarily being used for dish washing. COMPANY Lever Brothers Pakistan Limited (Levers), a subsidiary of Lever Brothers International, produced and marketed a variety of consumer products in Pakistan. The company’s diverse product line consisted of items such as shampoos, skin and shaving creams, edible oils, margarine, toilet soaps, scourers, and laundry detergents in powder and solid bar forms. In 1988, Levers had a profit before tax of Rs 277 million on sales of Rs 3.65 billion.1 MARKET In 1988, the total fabric wash sales of 263,050 tonnes in Pakistan consisted of 247,000 tonnes of laundry soap, 14,500 tonnes of nonsoap detergent (NSD) powders, and 1550 tonnes of NSD bars.2 The laundry soap, NSD detergent, and NSD bar markets had grown by 5 percent, 12 percent, and 29 percent respectively, as compared to 1987. Laundry soap retailed for Rs 10 to Rs 15 per kilogram (kg), whereas NSD detergent powders had a wider price range, retailing...
Words: 2315 - Pages: 10
...or Dodan. In China and Japan it has been used as a remedy for centuries. ABOUT THIS REPORT Delivery method: instant download Report format: PDF (download a sample) Market statistics: Excel workbook (download a sample) Overview Discover the latest market trends and uncover sources of future market growth for the Home Care industry in India with research from Euromonitor's team of in-country analysts. Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections. If you're in the Home Care industry in India, our research will save you time and money while empowering you to make informed, profitable decisions. When you purchase this report, you also get the data and the content from these category reports in India for free: * Air Care * Bleach * Dishwashing * Insecticides * Laundry care * Polishes * Surface care * Toilet care The Home Care in India market research report includes: * Analysis of key supply-side and demand trends * Historic volumes and values, company and brand market shares * Five year forecasts of market trends and market growth * Robust and transparent market research methodology, conducted in-country Our market research reports answer questions such as: * What is the market...
Words: 4394 - Pages: 18
...Gamble Company (P&G), incorporated on May 5 1905, provides consumer packaged goods. It is an American multinational consumer goods company headquartered in downtown Cincinnati, Ohio, United States, founded by William Procter and James Gamble, both from the United Kingdom. The Company operates in five segments under GBUs: Beauty, Grooming, Health Care, Fabric Care and Home Care, and Baby Feminine and Family Care. The Company's products are sold in over 180 countries and territories. Its organizational structure consists of Global Business Units (GBUs), Global Operations Global Business Services (GBS) and Corporate Functions (CF). The GBUs are responsible for developing overall brand strategy, new product upgrades, and innovations and marketing plans. P&G's customers include mass merchandisers, grocery stores, membership club stores, drug stores, department stores, salons distributors, e-commerce and stores. Beauty In the Company's beauty care segment, it offers a range of products ranging from deodorants to cosmetics to skin care. The beauty care segment also includes hair care and color products. Grooming The Company's Grooming segment includes blades, razors and electronic hair removal devices, such as electric razors and epilators. The Company holds over 20%...
Words: 587 - Pages: 3
...disadvantages of the product. * 2. Analyzing the potential market for the client’s product or service. * 3. Giving advice on possible sources of distribution and sale of the client’s product. * 4. Advising the client on the types, kind , cost and effectiveness of the various media Available. * 5. Formulating a definite plan of presentation for the client’s product or service to prospective buyers. * 6. Executing plan. * 7. Cooperating with the chief client’s sales organization to secure the greatest amount of cooperation between the advertising campaign and sale effort which is made to the client. * 5. Formulating a definite plan of presentation for the client’s product or service to prospective buyers. * 6. Executing plan. * 7. Cooperating with the chief client’s sales organization to secure the greatest amount of cooperation between the advertising campaign and sale effort which is made to the client. Types of advertising agencies Full-service agencies * Most full-service agencies work on a combination of fee-based and commission based compensation. The fee is paid by the entity for which the marketing is being done. The commission is a payment from the media to the agency and is usually equal to 15% of the cost of the advertisement. The broadcast media, radio and television, traditionally pay a commission. * Limited-Service Advertising Agencies...
Words: 1002 - Pages: 5
...Term paper of marketing management On Colgate cold cream WASEEM RAJA J&K BANDIPORA LEC. IN LSB R315B35 LOVELY PROFESSIONAL UNIVERSITY ACKNOWLEDGEMENT I would like to express my gratitude for the helpful comment and Suggestions by my teacher. Most importantly I would like to thank my PROF. MR.PARVEEN SINGH KALSI, for her days of supervision. Her critical commentary on work has played a major role in both the content and presentation of our discussion and arguments and I would thank my friends for their help in making of this term paper. I have extended my appreciation to the several sources which provided various kinds of knowledge base support for me this period. SHEFALI VIJ CONTENTS INTRODUCTION 4 EXECUTIVE SUMMARY 4 MARKETING PLAN OF COLGATE-PALMOLIVE 4-12 ENVIRONMENTAL ANALYSIS 13-16 MARKETING STRATEGY 16-20 SEGMENTATION 20 TARGETING ...
Words: 6754 - Pages: 28
...Marketing Concepts Assignment Soap Industry [pic] Tutor: Joan Crowe Subject: Marketing Concepts Due Date: May 21st, 2003. Executive Summary This report has been commissioned to Luke Bishop. The company wants to re-evaluate its marketing approach for their business in Soap Industry in Australia. The purpose of this report is to give the Luke Bishop an overview of the Soap Industry in Australia, analyzing the market and make recommendation to Luke Bishop at approach should the company use in the future. The report examines the history, marketing size and growth, major players, current states of the industry, its target market and positioning and the use of different marketing mix and approach. We will discuss the new product “Refresh”. “Refresh” is a spray which can be used for shower instead of using traditional form of soap. It is easy and convenient to use. In the liquid soaps industry, its grocery value in 2002 is 48.2 millions. There is an increase of 10.9 percent of sales for liquid soups by comparing to previous year (2001). The sale of soap is growing every year. We can predict that the annual sales of soap will continue to grow in the future. There is quite a lot of competitor in this industry. We will focus on 4 major competitors. They are Unilever, Colgate-Palmolive, PZ Cussons and Reckitt-Benckiser. We will also discuss the current status in the marketing, and analysis how different marketing environment will affect...
Words: 4379 - Pages: 18
... Contents Mission, Vision and Values: 1 Values 2 Mission 1 Vision 1 Quality 3 Uniqueness 4 Be the Brand 5 Safety 6 Introduction 7 Company 7 Product 7 Features of the product 8 Market or consumer trends 8 Target market 9 Performance dimensions 9 Primary characteristics 9 Secondary features 10 Product reliability 10 Durability 10 Style of packaging 10 Design 10 Price 10 Packaging 10 Large Size 11 Small size 11 Sachet 11 Personality and values 12 Lemon 12 Refreshing 12 Anti-bacterial 12 Advertisement 13 How we will make our brand strong 13 Strategies 13 Penetration strategy 13 Pull and push strategies 14 Creating circle of influence 14 SWOT Analysis 15 Financial plan 16 Mission, Vision and Values Mission “Our mission is to provide best utensils protector to our customers that bring cleanliness and convenience to use at the same time. The health and safety in use is our foremost priority” Vision “Cleanliness is the cornerstone of discipline and the trademark of our success. We believe in the power of our brand to improve the quality of people’s lives and in doing the right thing. As our business grows, so do our responsibilities” Values ‘Cherish’ recognizes that in today’s highly competitive market providing excellent service is not sufficient to satisfy customers and ensure their loyalty. Our goal is to convert the customer’s interaction with our company into a thoroughly and unforgettably...
Words: 1961 - Pages: 8
...MERCHANDISING TOPIC: Marketing matrix of AMWAY [Pick the date] Hewlett-Packard Poorvi ACKNOWLEDGEMENT I would like to express my special thanks of gratitude to my teacher Mr. Annaji Sharma as well as our department, Fashion Communication who gave me the golden opportunity to do this wonderful project on the topic marketing matrix, which also helped me in doing a lot of Research and I came to know about so many new things I am really thankful to them. Secondly I would also like to thank my parents and friends who helped me a lot in finalizing this project within the limited time frame. CONTENTS * INTRODUCTION * ABOUT THE BRAND * FOUR P’s OF MARKETTING * Product * Price * Promotion * Place * Conclusion * Bibliography INTRODUCTION Marketing is a business function that identifies consumer needs, determines target markets and applies products and services to serve these markets. It also involves promoting such products and services within the marketplace. Marketing is integral to the success of a business, large or small, with its primary focus on quality, consumer value and customer satisfaction. A strategy commonly utilised is the "Marketing Mix”. This tool is made up of four variables known as the "Four P's" of marketing. The marketing mix blends these variables together to produce the results it wants to achieve in its specific target market. The Four Ps Model * Product - The first of the Four Ps of marketing is product. A...
Words: 1163 - Pages: 5
...Three Questions You Need to Ask 80 HARVARD BUSINESS REVIEW Brand T RADITIONALLY, the people responsible for positioning brands have concentrated on points of difference -the benefits that set each brand apart from the competition. Maytag is distinguished by dependability, Tide by whitening power, BMW by superior handling. Such points of differentiation are, In many cases, what consumers remember about a brand. But points of differentiation alone are not enough to sustain a brand against competitors. Managers often pay too little attention to two other aspects of competitive positioning: understanding the frame of reference within which their brands work and addressing the features that brands have in common with competitors. There are always circumstances in which it's necessary to "break even" with competing brands. Effective brand positioning requires not only careful consideration of a brand's pointsof difference, but also of what we call its points of parity with other products. Subway faced a brand-positioning dilemma in 2tK>o when its ad agency recommended that the sandwich shop chain present itself as the healthy fast-fotîd brand, using as its spokesperson a 22-year-old man wbo had lost 245 pounds by following a diet that consisted largely of Subway sandwiches. The agency was so confident of the appeal of the weight loss story that it financed the production (ïf a television spot, which ran regionally and produced an average sales increase of more than 15%. The agency...
Words: 4416 - Pages: 18
...Pedro, TOYM Awardee for Entrepreneurship, 1991 Filipinos Go Global: Cecilio K. Pedro Krish Rainjit R. Salas Faced with a great Goliath in life, this businessman turned to his master for help and wisdom. The story of Cecilio K. Pedro and the Lamoiyan Corporation, makers of Hapee Toothpaste is a triumph of faith over adversity. Cecilio Pedro is President and General Manager of Lamoiyan Corporation which not only produces one of the top three toothpaste brands in the country, already being exported to Europe and Asia, but also manufactures detergents, fabric softener and other household care products that enjoy significant market shares in the Philippines. Mr. Pedro is a recipient of many awards, among them, the Agora Award for Marketing Excellence in 1993, the Dr. Jose P. Rizal Award in 2002, and the Aurelio Periquet, Jr. Business Leadership Award in 2003. A devout Born-again Christian, he is very active in his Church and has been involved in many socio-civic causes. He was President of the Manila Jaycees from 1992 to 1993 and President of the JCI Asia-Pacific Jaycee Senate in 2003. Everything can be an opportunity If there is an entrepreneur who does not have the word "loss" in his vocabulary because he believes that anything and everything can be an opportunity, it is Cecilio Pedro. Further, he has shown how an opportunity can transform into one's lifework. In the late 1970s, Pedro’s Aluminum Containers, Inc. stood as the major supplier of aluminum collapsible...
Words: 1257 - Pages: 6
...Community College Prepared by: Catalina De Fex Jenny Smith James Tobias October 28, 2013 October 28, 2013 Mr. Bill Waxman Instructor Organizational Behavior Edison Community College 1973 Edison Drive Piqua, Ohio 45356 Dear Mr. Waxman: Here is our strategic plan for our organizational behavior class. Throughout this report we will explain our plan intended to increase financial satisfaction for Colgate- Palmolive. We included a complete analysis of internal and environmental factors that will benefit our understanding of this company’s internal and external culture. We sincerely hope that this report will fulfill your expectations, and we assure you that the oral presentation will be a great complement in order to influence the implementation of our ideas. Thank you for your time and consideration, and we look forward to finally present our ideas to you and to our audience. Sincerely, Colgate-Palmolive StudyGroup Table of Contents Executive summary v Introduction 6 Objectives of the Research 6 Colgate Palmolive Company 6 Mission Statement 7 Objectives 8 Analysis of Colgate’s Marketing Strategy 9 Oral Care Products 10 Personal Care Products 10 Home Care Products 10 Product lines Competition and customers 11 Increasing Market Share 12 BCG...
Words: 6152 - Pages: 25
...College of Business and Entrepreneurial Technology RIZAL TECHNOLOGICAL UNIVERSITY Boni Avenue, City of Mandaluyong _______________________________ In Partial Fulfilment Of the Requirements for the Degree Bachelor of Science in Business Administration Major in Marketing _____________________________ By: Ericka R. Equiron 2014 APPROVAL SHEET In partial fulfilment of the requirements for the degree Bachelor of Science in Business Administration, Major in Marketing, this undergraduate project feasibility study entitled (“SIOMAILOVEâ€), prepared and submitted by Ericka R. Equiron is hereby recommended for proper panel oral defence. _________ DR. RODOLFO C. ACOSTA Date Teacher/Adviser APPROVED as partial fulfilment of the requirements for the degree Bachelor of Science in Business Administration, Major in Marketing, by the panel for oral defence with the grade of __________. Prof. IMEE P. RESURRECCION Chairperson PROF. CESAR P. GUAN PROF. ADELFO P. MAGNO Member Member __________ Date ACCEPTED as partial fulfilment of the requirements for the degree Bachelor of Science in Business Administration, Major in Marketing. PROF. AMELIA M. ARGANDA College Dean FORMAT OF A FEASIBILITY STUDY TABLE OF CONTENTS Title Page……………………………………………………………………………… i Approval Sheet Page……………………………………………………………...
Words: 1569 - Pages: 7
