paolovirata.10 stepsmarketingplan
TRANSCRIPT
Pao VirataSeptember
2011
Prof. Bong De Ungria
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10 STEP Marketing Plan for Divosan Active
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DisclaimerThis 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.
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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 Vortexx4. 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.
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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 nationwide10. Uses differentiation strategy approach to win
Steps 6 to 10
For a cleaner and healthier future
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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
1. Divosan Active PMT are Food Manufacturing Plants
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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.
2. Food Manufacturing Plants have unique needs, wants and demands
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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
3a. Divosan Active has many competitors
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3b. Divosan Active is premium compared to the competitionPrice vs. Plant Type
Price/ Type Matrix
Processed Foods
Dairy Beverages Pharma
High price
Low Price
DivosanActive
DivosanActive
DivosanActive
DivosanActive
Vortexx Vortexx Vortexx Vortexx
Divosan Hypochlorite
Divosan Hypochlorite
Divosan Hypochlorite
Divosan Hypochlorite
SanosilSanosil Sanosil Sanosil
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3b. Divosan Active promises more customer satisfaction that the other productsBenefit Positioning vs. Brand Matrix
Functional BenefitDivosan Active
Divosan Hypo Vortexx Sanosil
Suma Antibac
100 % kill ratePeracectic acidChorine based<4hours effi cacy>4 hours effi cacyNo rinseEasily ApplicationNo Foul odorCost effective
Divosan Active has more benefits than the competition.
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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
4. Divosan Active positions strongly in the niche market opportunity
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Source : www.diversey.com
4. Divosan Active lives to Diversey’s positioning statement
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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/BenefitsOxidising Broad spectrum biocidal actionEasy to use Miscible with water in all proportionsVersatile Suitable for use in all water hardness and
Source : Product Information System www.diversey.com
4. Divosan Active positions itself as a highly effective disinfectant
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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
5a. Based on our internal survey cleaning and sanitation market is Php 500 M and Divosan Active niche is Php 160 M
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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
5b. Based on Diversey data where Divosan Active share is 15% of the Php 500 Million market
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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
Source : Diversey Philippines Marketing DataJune 2011
5c. Consumer data indicates a size of Php 550 Million
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1. Competitor data : Php 500 Million
2. Company Data : Php 500 Million
3. Consumer Data : Php 550 Million
Source : Diversey Philippines Marketing DataJune 2011
5d. Concluded that Chemical Sanitizer Market is Php 550 Million
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6.Divosan Active like Vortexx is contained in carbouys
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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.
6a.Divosan Active and its competitors are packed in the same way
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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/BenefitsOxidising Broad spectrum biocidal actionEasy to use Miscible with water in all proportionsVersatile Suitable for use in all water hardness and
Source : Product Information System www.diversey.com
6b. Divosan Active positions itself as a highly effective disinfectant
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7. Divosan Active is prices 10% less than Vortexx and 30% more compared to Sanosil
PriceDivosan Active
Divosan Hypo Vortexx Sanosil
Suma 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.
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8. Divosan Active uses Experiences through trials,Personal selling and word of mouth
1
2
3
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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
8a. Divosan Active should be promoted aggressively to capture the market
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8b. Divosan Active’s competitors are more aggressive with regards to marketing promotion
ActivitiesDivosan Active
Divosan Hypo Vortexx Sanosil
Suma Antibac
Product PresentationTrialsSeminarsSponsorshipFood Expo/ Exhibits
Diversey should strengthen its Marketing activities to secure the market.
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Direct deliveries from our warehouses to the food manufacturing plants
Available through some authorized distributors of Diversey products
9. Divosan Active is distributed nationwide through our distributors and direct deliveries
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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.
10. Divosan Active’s competitive strategy is to differentiate itself from the other chemical sanitizers in the market.
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SUMMARY
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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 Vortexx4. 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.
pRUNSViRATA
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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 nationwide10. Uses differentiation strategy approach to win
Steps 6 to 10
For a cleaner and healthier future
Pao VirataSeptember
2011
Prof. Bong De Ungria
pRUNSViRATA
www.prunsvirata.blogspot.com
10 STEP Marketing Plan for Divosan Active