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A marketing plan may be part of an overall business plan.Behind the corporate objectives, which in themselves offer the main context for the marketing plan, will lie the "corporate mission," which in turn provides the context for these corporate objectives. In a sales-oriented organization, the marketing planning function designs incentive pay plans to not only motivate and reward frontline staff fairly but also to align marketing activities with corporate mission.
Megasoft (Fujian) Hygiene Products Co.,Ltd.<br />COMPANY PROFILE<br /> In October 2000, a group of young Filipino-Chinese entrepreneurs established Mega Soft Hygienic Products Inc to be able to provide Filipino women alternative affordable feminine hygienic products – the sanitary napkin and panty liner which they decided to brand as “Sisters”. The venture started with the plant set-up in the Philippines. <br /> In March. 2001, product pipelining commenced. Distributors were initially appointed in Mindanao. The effort proved to be a success that assignments in Visayas and Luzon followed. By November 2002, the thrust was on the Greater Manila Area. To date, “Sisters” Sanitary Napkin and Panty Liners is now available in all trade channels nationwide. <br />
Part I: Introduction and Objectives<br />BackgroundPanty Liners are related to sanitary napkins in their basic construction - but are usually much thinner and often narrower than pads. As a result they absorb much less liquid than pads - making them ideal for light discharge and everyday cleanliness, but generally unsuitable for menstrual flow or medium to heavy incontinence.<br />
The purpose in conducting a research in this product line it is because this is a good idea when girls start their periods but haven't yet. And at early days they will prepare their selves in choosing the best brand of panty liner to be used.In reading this research you will found out what is the most attractive brand in the line of Panty Liner. What are the taste of women in choosing of this, and also product that serves high in quality but serving a low price.<br />
Sanitary Napkin. It is an absorbent item worn by a woman while she is menstruating, recovering from vaginal surgency, post birth bleeding, abortion or any other situation where it is necessary to absorb a flow of blood from a woman’s vagina.Panty Liner. Also called as Panty shield, as an absorbent piece of material used for feminine hygiene. It is worn in the gusset of a woman’s panties. It can be uses include- absorbency for daily virginal discharge, light menstrual flow, tampon back up, spotting post- intercourse discharge and urine incontines. A panty Liner usually mush thinner and often non owner than pads. Diaper.It is an absorbent garment worn by individuals who are incapable or willing to use a toilet and most of the infant and adult used diaper.Tampon. Is a mass of cotton or vajon, or a mixture of the two inserted into a body cavity or wound to absorb body fluid.Feminine Wipes. These are cleanly cotton meant to clean the vaginal area. They can be used during menstruation of for every day used.<br />
Disposable Panty Liner. Panty liner that are made in sticky adhesive on the bask of he pad to hold them in place in knickens.Reusable. Panty liner that come in a variety of sizes, ,material, patterns, color and absorbencies and are usually secures to the underwear by wrap-around wings that snap together at ends.<br />
Problem Identification<br />Sisters Panty Liner was facing current marketing problems such as:<br />Unattractive Packaging. Based on our U.A. I survey people are not attract on sisters Panty Liner in terms of packaging.Ineffective Advertisements. Sisters Panty Liner used Maja Salvador as the promotion model of its product, but the said advertisement was aired only in the year 2009 so that some consumers didn’t know if the product is still existing or going to decline.Lack of Promotional Strategies. Sisters Panty Liner used sponsorship to promote its product, it is good but it was only on the selected school schools/ places that some target market didn’t know.<br />
Part II: Market AnalysisProduct Situation<br />The main competitor of Sisters Panty Liner is Carefree the product of Johnson- Johnson Inc.Based on our U.A.I survey Carefree Panty Liner is one of the most consume choice resulting highest rated of Brand Often used with 51%, Charmee got 27%, Sisters got 16% and Kotex 6%.<br /> Sisters Panty Liner is a product of Megasoft Hygiene Products Inc., which does not release financial data for each product line.<br />The current price of the Panty Liner is 16.00Php for each 20 sheets<br />
Competitive SituationThe main competitor of Sisters Panty Liner is Carefree. This Carefree Panty Liner offers Carefree Super dry that shaped for natural and comfortable fit. The said product is widely exposed in the market, having their intensive advertisement. Even though they did not use well known celebrities, the impact of the advertisement is truly enough.<br />
Distribution SituationSisters Panty Liner was mainly targeted the busy woman of today that wants to feel clean and fresh all day, everyday. The brand is founded in different sari-sari store, grocery, convenience store and drugstore. Most of the buyers preferred to purchase the 20 sheets per pack which selling price is 16.00Php. It is because the consumer’s believe that it is more consumable because it is often used during having light menstrual period. Based on our U.A.I survey, the consumer often buys Panty Liner at sari-sari stores and a grocery store so that, researchers assumed that it has high cost of sales of Panty Liners.<br />
<ul><li>SWOT AnalysisStrengths-Well accepted by consumers-Offer better quality-Availability in outlets-Lower price-Perforated cottony top sheet-Breathable back sheet</li></li></ul><li>Weaknesses-Limited product exposure and promotional strategies-Attractive Packaging-Top if mind of consumers “Carefree”<br />
Opportunities-Transported in any other countries-Rapid development/ innovation-Increase number of health conscious consumers-Rapid growth of population<br />
Threats-New Entrants-Substitute Products-Heavy advertisement of competitors-Increase costs of raw materials <br />
Part III: Primary Marketing ResearchResearch ObjectivesIn able to know the financial and marketing objectives it is very important to research and study the behavior, attitude, preferences and usage of target market. Through the use of survey the researchers aimed to gather data concerning about when you think of Panty Liner, what brand first comes into your mind? (Q4a), how did you become aware of the brand? (Q4b), where do you usually buy? (Q12). These are some important questions regarding to this marketing plan.<br />
Part IV: Marketing StrategyMarketing Mix for the Proposed Product InnovationProduct. The researchers advised new product innovation for Sisters Panty Liner, these are the following:Sisters Panty Liner with scent. Since light menstrual period is still creating its bad odor, researchers proposed that Sisters Panty Liner will have scent which gives good smell to its pad and to maintain the confidence of the user.Sisters Panty Liner thicker pad. Sisters Panty Liner is usually long but so much thin, so the researchers proposed that it will be better to be thick to absorb lighter leakages.<br />
Price. The proposed has its reasonable prices based on its proposed production cost/ material used. If the prices are higher that the consumers expectation, the brand give higher quality of the product to justify the budget price.Place. The proposed target place must on visible stores to create customers brand awareness. <br />
Promotion. The researchers advised promotional strategies, these are the following:Effective Advertisements. Why they don’t make advertisement that will used celebrities to attract target market? This advertisement serves as not for only 1 month, there is a follow up commercial every month/2 months, using different celebrities. Blogging Network. Company will post their advertisements through internet using their official website or blog. Through that consumers will be aware that the product is still existing and serving different product that can be seen on internet.<br />
Marketing StrategiesStrategy no.1: Strategic AllianceAction Plan No.1: Tie up in School and SM storeObjective:By working together with School and SM store in putting up a vendig machine, Sister Panty Liner brand awareness may increase up to 49%. And this much more contribute strongest competitors which is Carefree and Charmee.Strategy no.2: Product Advertisement and Promotion Action Plan No.1: Samplers Distribution Campaign for Sisters Panty Liner Objective. By means of distributing samplers to the people in different areas of the country, consumer will be aware that aside from Carefree and Charmee there is another brand of Panty Liner that offer better benefits and advantage.<br />
Action Plan no. 2: Rolling commercial advertisements using different types of medium such as television, radio, including billboards.Objective. Commercial Advertisement is one way to communicate company product to the consumers, to deliver the best product that they can. The company produce an advertisement that can create positive feedback from the audience, viewers and listeners while they have a great time watching, viewing and listening this advertisement.Strategy no.3: blogging NetworkAction Plan no. 1: website PostingObjective:Aside form TV, radio, magazine consumers also become aware about the product by means of Computer Internet. Now days it is possible that Sisters Panty Liner advertisement can post in any website that most of the people must keep on seeing it like Facebook, Friendster, Tweeter, and Youtube. In this way Sisters Panty Liner will be known on Paper/ Sanitary industry.<br />
Strategy No. 4: Product Innovation Action Plan No.1: Sisters Panty Liner thicker Pad with ScentsObjectives: To introduced new product innovation of Panty Liner by Sisters with scents for pad and little thick than the previous Panty Liner. The researcher noticed that consumer tastes and preferences are not the same especially to their health hygiene care. We proposed this innovation to gain sales and to attract consumers especially the teens.<br />