1

10 STEP Marketing Plan for Whisper (Sanitary Pads)

Heeyeon KIMFeb/17/2011

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.

Disclaimer

The Procter & Gamble Company (P&G) is one of the world's largest consumer goods companies. It markets more than 300 brands in over 180 countries.

The company is engaged in producing beauty, health, fabric, home, baby, family, and personal care products.

The company operates in the Americas, Europe and Asia. It is headquartered in Cincinnati, Ohio, and employed about 138,000 people as of 2009.

The Procter & Gamble Company (P&G)

1. Major target is 15~50, Female 2. When the women who are on the

menstruation3. The competitors are Kotex, Modess,

Charmee or Love Moon Anion4. Whisper has very higher brand equity &

product quality5. The market size is around 5,241.6 Million

pesos and whisper has 39.7% market share (2,082.8 Million pesos) in 2009. Reference: Datamonitor

Steps 1 to 5

Summary headline of your PTM and market

6. P&G provides whisper sanitary pads7. P&G uses high price strategy8. P&G uses TV, radio, websites, events

& print9. Nationwide10. P&G uses Supply and Distribution

Leverage & Differentiation

Steps 6 to 10

Summary headline of the marketing mix & strategy

1. Describe the primary target market (PTM)*

Demographics: Age range 15~50, Female, Regardless of social class & marital status.

Lifestyle: They could be any women who are workers or housewives.

Behavior: They consume the sanitary pads when they are on menstruation. They concern about leaking blood at the period of menstruation. As usual the price of sanitary pads is 40 pesos per pack (5 pieces).

2. My PTM’s NWD

Needs from Maslow’s hierarchyWants determine choiceDemands for them to buy the

productNote: There may be multiple answers for needs, wants demands. Of these answers, underline and use bold font for the best answers. See examples that follow

Describe your PTM needs

8

Self-Actualization Needs(Self-

Development & Realization)

Esteem Needs (Recognition,

Status)

Social Needs (sense of belonging, love)

Safety Needs (security, protection)

Physiological needs (food, water, shelter)

Reference: Maslow’s Hierarchy of Needs Marketing Management, 11th ed, Philip Kotler

They want to feel free from the leak of blood

Without sanitary pads unable to go out

when they are on menstruation

2. PTM’s needs, wants & demands

Needs: They need to buy the safe & hygienic sanitary pads. When they are working or going somewhere, they need to wear it.

Wants: They want that sanitary pads are high absorption, skin-friendly, wear sensation and soft.

Demands: They demand the low price with nice quality. Plus, they want to use skin friendly sanitary pads.

3a. Direct and indirect products that address my PTM’s NWD

List of Competitors products/ brands: Kotex, Modess, Charmee, Love Moon Anion

Determine the variables that affect choice of product, brand: High absorption, skin-friendly, wear sensation and price

3b. Create 2 Positioning Maps

1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice

Price vs. Brand Equity Matrix

2nd Map: Functional benefits vs. Brands/ Variants

Example of a 2x2 competitive position map for Sanitary pads

Price/ Brand Equity

Low Brand Equity

Middle Brand Equity High Brand Equity

High price

Middle price

Low Price

Kotex20.9%

Whisper39.7%

Love Moon Anion5.3%

Modess17.2%

Charmee4.3%

Price vs. Brand Equity Matrix as of 2011

Source: Datamonitor

Example of a benefit positioning vs. brand map for Sanitary Pads

Benefit Positioning vs. Brand Matrix

as of 2011

Functional Benefit Whisper

Love Moon Anion Modess Kotex Charmee

Prevents LeakSkin friendlyhypo-allergenicCertificationWear SensationSaves money

4. Identify the gap between customers and competition

Where is the marketing opportunity?=> Make higher brand equityWhat NWDs are not being addressed?=>Skin friendly, hypo-allergenic and

saves moneyWhat can be the unique selling

proposition for the new product. => P&G Could sell sanitary pads with good smell like green tea or jasmine

5. Estimate the market size using Datamonitor (Research company) data

The market size is around 5,241.6 Million pesos and whisper has 39.7% market share (2,082.8 Million pesos) in 2009.

5. Estimate the market size using Datamonitor (Research company) data

Brand Market Share(%)

Market Share (PHPm)

Whisper 39.7 2,082.8

Kotex 20.9 1,096.4

Modess 17.2 901.6

Love Moon Anion 5.3 277.9

Charmee 4.3 225.9

Others 12.5 656.9

Overall 100 5,241.6

Reference: Datamonitor Based in 2009

6a. Show how product looks vs. competition2nd large market share Tampon

6b. Product Description

6b. Product Description

6b. Product Description

7. Price – Whisper uses High Price Strategy

Based on 5 pieces pack with wings (PHP)Brand Price(PHP)

Love Moon Anion 50

Whisper 46

Modess 36

Kotex 34

Charmee 23

8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use

8a. Samples of Promo

8a. Your products Promotions

Why MEN LOVE Whisper

“Whisper I Love You”: Now Available to all Globe, Smart, and Sun subscribers!

Whisper Rampa Video Contest

The other promotions is in the websiteWebsite: http://whymenlovewhisper.multiply.com

8b. Competitor promo

8b. Competitor promo

Kotex Summer Fun for Five

Free Baller ID

Other promotionsWebsite: http://www.kotex.com.ph/promotions/index.aspx

9. Place

Where is your product available? Supermarkets, sari-sari stores,

convenience stores and drugstores We could buy Sanitary pads

regardless of country. So, it’s Nationwide

Whisper could be delivered to home, ordered via internet. But as usual people just buy sanitary pads in the off-line market

10. What is the generic winning strategy?

Which of the 4 strategies are being used? (bold and underline to most dominant strategy) Supply and Distribution Leverage Differentiation

29

SUMMARY

1. Major target is 15~50, Female 2. When the women who are on the

menstruation3. The competitors are Kotex, Modess,

Charmee or Love Moon Anion4. Whisper has very higher brand equity &

product quality5. The market size is around 5,241.6 Million

pesos and whisper has 39.7% market share (2,082.8 Million pesos) in 2009. Reference: Datamonitor

Steps 1 to 5

Summary headline of your PTM and market

6. P&G provides whisper sanitary pads7. P&G uses high price strategy8. P&G uses TV, radio, websites, events

& print9. Nationwide10. P&G uses Supply and Distribution

Leverage & Differentiation

Steps 6 to 10

Summary headline of the marketing mix & strategy

32

10 STEP Marketing Plan for Whisper (Sanitary Pads)

Heeyeon KIMFeb/17/2011