Paolovirata.10 stepsmarketingplan

10 STEP
Marketing Plan for
Divosan Active

Pao Virata
September 2011

Prof. Bong De Ungria
pRUNSViRATA

www.prunsvirata.blogspot.com

pRUNSViRATA

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.

pRUNSViRATA Steps 1 to 5
Clean is just the beginning
1. Divosan Active PTM are Food Manufacturing Plants
– Dairy , Processed Foods and Beverages
2. Who want to eliminate Salmonella species in their
plants.
3. Can choose Divosan Active and Vortexx
4. Gap is all other brands that can kill Salmonella
microorganism and providing savings
5. Market size is Php 500 Million. Divosan Active niche
is Php 160 Million.


Steps 6 to 10
pRUNSViRATA For a cleaner and healthier
future
6. Divosan Active is a 5% Peracetic acid, non-
selective, broad spectrum fast acting disinfectant
7. Is priced 10% less than Vortexx but 30% more
than Sanosil
8. Uses trials and experiences
9. Is distributed nationwide
10. Uses differentiation strategy approach to win


pRUNSViRATA
1. Divosan Active PMT are Food Manufacturing
Plants

 Manufacturing plants all over the country
 Production of Processed Foods, Dairy and
Beverages
 24 hour production of food with cleaning
and sanitation every batch and weekly deep
clean for the plant


pRUNSViRATA
2. Food Manufacturing Plants have unique needs,
wants and demands

 Food Manufacturing Plants needs to pass the BFAD
standards and gain certification through excellent
cleaning and sanitation program thus achieving self
actualization.
 Food Plants prefer Divosan Active because of the brand
equity, awareness of company, brand promise, FDA
approval, local government certificates, continuous
service of sales people
 Food plants demands 100% Kill Rate efficiency
specifically Salmonella. That they will be more
confident their products are free from contamination.


pRUNSViRATA

3a. Divosan Active has many competitors

Direct : Divosan Hypochlorite, Suma Antibac,
Vortexx, Sanosil, Aneosteril
Indirect : Hot water flushing , Household
disinfectants , Sterilization
Variables : Types of microorganism, Price,
Specific use, Packaging, Ease of Use,
Availability, Types of application, Brand
promise of efficacy


3b. Divosan Active is premium compared to the
pRUNSViRATA
competition
Price vs. Plant Type

Price/ Type Processed Dairy Beverages Pharma
Matrix Foods

Divosan Divosan Divosan Divosan
Active Active Active Active

High price
Vortexx Vortexx Vortexx Vortexx

Divosan
Hypochlorite Divosan
Divosan Divosan
Low Price Sanosil Hypochlorite
Hypochlorite Hypochlorite
Sanosil Sanosil Sanosil


3b. Divosan Active promises more customer
pRUNSViRATA
satisfaction that the other products
Benefit Positioning vs. Brand Matrix

Divosan Divosan Suma
Functional Benefit Active Hypo Vortexx Sanosil Antibac
100 % kill rate
Peracectic acid
Chorine based
<4hours efficacy
>4 hours efficacy
No rinse
Easily Application
No Foul odor
Cost effective

Divosan Active has more benefits than the competition.


pRUNSViRATA
4. Divosan Active positions strongly in the niche
market opportunity

Divosan Active is the only chemical sanitizer
 That’s gives 100% kill rate efficiency to most microorganisms
 Eradicates and controls salmonella growth
 Gives peace of mind to plant managers
 That address the ease of use concerns of the customers.

Vortexx and Sanosil are trying to copy the chemical composition of
Diivosan Active and the cleaning procedure that we follow.

Addressing the Salmonella issue of the plant is the biggest edge of
Divosan Active


pRUNSViRATA
4. Divosan Active lives to Diversey’s positioning
statement

Source : www.diversey.com


pRUNSViRATA
4. Divosan Active positions itself as a highly
effective disinfectant

Divosan Active is a non-selective, fast-acting terminal
disinfectant for use in a wide range of applications in
the Food and Beverage Industries.
 Features/Benefits
Oxidising Broad spectrum biocidal action
Easy to use Miscible with water in all proportions
Versatile Suitable for use in all water hardness and

Source : Product Information System www.diversey.com


5a. Based on our internal survey cleaning and
pRUNSViRATA
sanitation market is Php 500 M and Divosan
Active niche is Php 160 M

June 2011 : Market Size for Chemical Sanitizer used in Food
Manufacturing Plants is Php 500 Million
Diversey : 45%
Ecolab: 30%
Lab Anyos: 15%
Others: 5%

Source : Diversey Philippines Marketing Survey June 2011
Business World June 2011
NEDA Statistics June 2011


pRUNSViRATA
5b. Based on Diversey data where Divosan Active
share is 15% of the Php 500 Million market

1. Diversey Data : Total Sanitizer Sales as of June 2011 is Php
160 Million

2. Diversey Claims 15% market share for Divosan Active

3. Total Sanitizer market size for Divosan Active is
Php 75 Million/ 0.15 = Php 500 Million

Source : Diversey Philippines Marketing DataJune 2011


pRUNSViRATA
5c. Consumer data indicates a size of Php 550
Million

Chemical Sanitizer usage :

150 plants X 5 areas X 2 cleaning schedule X ½ carbouy X 4,000
per carbouy X 365 = Php 550 Million



pRUNSViRATA
5d. Concluded that Chemical Sanitizer Market is
Php 550 Million

1. Competitor data : Php 500 Million

2. Company Data : Php 500 Million

3. Consumer Data : Php 550 Million



pRUNSViRATA
6.Divosan Active like Vortexx is contained in
carbouys


pRUNSViRATA
6a.Divosan Active and its competitors are packed
in the same way

Divosan Active and the other chemical sanitizers
are packed in 20 liters carbouy. These are
the only packaging available for the said
type of chemicals. The reason behind it is,
food processing plants needs large amount
of chemicals for their operations.


pRUNSViRATA
6b. Divosan Active positions itself as a highly
effective disinfectant

Divosan Active is a non-selective, fast-acting terminal
disinfectant for use in a wide range of applications in
the Food and Beverage Industries.
 Features/Benefits
Oxidising Broad spectrum biocidal action
Easy to use Miscible with water in all proportions
Versatile Suitable for use in all water hardness and

Source : Product Information System www.diversey.com


pRUNSViRATA
7. Divosan Active is prices 10% less than Vortexx
and 30% more compared to Sanosil

Price Active Hypo Vortexx Sanosil Antibac
20 Liter Carbouy 4,000 3,200 4,400 2,800 6,000

Divosan Active is more cost efficient with regards to total
consumption versus the competition.


pRUNSViRATA
8. Divosan Active uses Experiences through
trials,Personal selling and word of mouth

2

1

3


pRUNSViRATA
8a. Divosan Active should be promoted
aggressively to capture the market

 Product Presentations
 This should be done to new customers
 Trials
 Tap competitors’ existing customers and propose a side by side trial
 Food Expo
 Participation in Exhibits to promote awareness of the product and gain
new customers
 Seminars
 Conduct seminars regarding the product and its benefit to the customers
 Sponsorships
 Sponsor top decision makers of the food processing plants to open new
potential customers


pRUNSViRATA
8b. Divosan Active’s competitors are more
aggressive with regards to marketing promotion

Activities Active Hypo Vortexx Sanosil Antibac
Product Presentation
Trials
Seminars
Sponsorship
Food Expo/ Exhibits

Diversey should strengthen its Marketing activities to secure the market.


pRUNSViRATA
9. Divosan Active is distributed nationwide
through our distributors and direct deliveries

 Direct deliveries from our warehouses to
the food manufacturing plants
 Available through some authorized
distributors of Diversey products


10. Divosan Active’s competitive strategy is to
pRUNSViRATA
differentiate itself from the other chemical
sanitizers in the market.

Divosan Active’s main strategy is to differentiate
its product from the competition through
trials and experiences in the food
processing plants.
It benefits from the distribution leverage of
having a third party logistics to deliver their
products.
Has an excellent, premium priced, product
distributed nationwide.

SUMMARY

pRUNSViRATA


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