The 10-step marketing plan outlines Swish mouthwash's strategy to target socially active, health-conscious individuals aged 25-35. Swish positions itself as the affordable, alcohol-free alternative to global brands like Listerine and Colgate Plax. Its differentiation strategy focuses on the safety of being alcohol-free and having unique flavors. The marketing plan details Swish's pricing, nationwide distribution, and integrated marketing communications approach using TV, events, and social media.
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10 step marketing plan carlos gonzaga
1. 10 STEP
Marketing Plan for
Foglight
Carlos V. Gonzaga
March 2012
www.laymarketer.blogspot.com
2. Disclaimer
This 10 Step Marketing Plan is part of the mandatory requirements of
Prof. Remigio Joseph De Ungriaâs 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 âmaskedâ 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.
www.laymarketer.blogspot.com
3. Donât be the last to Swish!
1. Swish Mouthwash PTM includes any Juan who is health-
conscious, and leads an active social life
2. Loves to mingle with other people
3. Market is awash with global brands Listerine, Astring-O-
Sol and Colgate Plax. Local competitor is Oracare
4. Gap is that competitor brands focus more on long-lasting
effect and protection from mouth disease
5. Philippine mouthwash market size is Php2B. Swish
market share is Php186M.
www.laymarketer.blogspot.com
4. Any Juan will pay for a safe
way to be ready to mingle
6. Swish is an alcohol-free mouthwash with Surefresh
technology that kills bacteria and that comes in
four refreshing flavors
7. It is priced 9% less than Listerine and Astring-O-
Sol and 19% less than Colgate Plax
8. Uses TV, events, experiences and digital
9. Distributed nationwide
10. Uses differentiation to win
www.laymarketer.blogspot.com
5. 1. Swish primary target market
(PTM) is any Juan who is health-
conscious and socially active
ïź 25-35 y.o., social class AB and C, single or
married
ïź Just starting work or have a family, socially
active
ïź Gargles before doing social activities, or at
least once a day who demand fresh breath to
be ready to mingle
www.laymarketer.blogspot.com
6. PTM needs a safe way to
feel confident
Self-Actualization
Needs
(Self-Development
& Realization)
Esteem Needs
(Recognition,
Status)
I am happy when Social Needs (sense of
I am able to socialize confidently belonging, love)
I want to be sure the products Safety Needs (security, protection)
I personally use are safe
Physiological needs (food, water, shelter)
Reference: Maslowâs Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
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7. 2. Safe ba âyan?
Effective ba âyan?
Socially active, health conscious people need to be confident in
terms of the safety and efficacy of the personal products
they use; which translates to having the self-esteem to
express/speak his mind
Socially active, health conscious people switch to Swish over other
mouthwashes because of flavor, lamig sa bibig feeling, kills
germs, price, credibility/awareness of the company, PDA
approval and brand promise to feel the difference of an
alcohol-free mouthwash
Switching Demands: Fresh breath that helps build confidence, kills
bad-breath causing bacteria, feel the difference of an
alcohol-free mouthwash
www.laymarketer.blogspot.com
8. 3a. Swish is up against
global brands
ïź Direct: Listerine, Astring-O-Sol, Colgate
Plax, Oracare
ïź Indirect: Toothpastes, breath mints, mint
candies/gums, oral antiseptics, water, dental
floss
ïź Variables: Price, flavor, availability,
convenience of use, efficacy, brand promise
of a safe, alcohol-free mouthwash
www.laymarketer.blogspot.com
9. Swish is an emerging
choice for young adults
Price vs. Age Matrix
Price/Age 50 y.o. and
17-24 y.o. 25-35 y.o. 36-49 y.o.
Matrix up
Colgate Astring-
High Price
Plax Oracare
Listerine O-Sol
Low Price Swish
www.laymarketer.blogspot.com
10. Swish positioning for the health
conscious young adult market
Benefit Positioning vs. Brand Matrix
Astring-O- Colgate
Functional Benefit Listerine Swish Oracare
Sol Plax
Works all day long
Tooth and Gum protection
Fresh breath
No sting
Cool feeling
More affordable
Unique flavors
Alcohol free
Kills mouth bacteria
All brands are positioned to kill mouth bacteria. Common benefits
are long lasting protection, and cool feeling
www.laymarketer.blogspot.com
11. As a new market entrant, Swish
needs to strengthen its key
differentiatorsâsafe coz itâs alcohol
free and with hip flavors!
Benefit Positioning vs. Brand Matrix
Astring-O- Colgate
Functional Benefit Listerine Swish Oracare
Sol Plax
Works all day long
Tooth and Gum protection
Fresh breath
No sting
Cool feeling
More affordable
Unique flavors
Alcohol free
Kills mouth bacteria
www.laymarketer.blogspot.com
12. Swish positions strongly as the
safe, no-sting alternative
Swish is the first mouthwash
ïź that is alcohol-free
ïź that prevents mouth dryness due to alcohol sting
ïź that comes in four unique flavors
Oracare and Astring-O-Sol has started to offer
alcohol-free variants as well.
www.laymarketer.blogspot.com
13. Swish brand identity
Switch to alcohol-free Swish
now!
See the difference.
Feel the difference.
Source: Swish advertorial 2011
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14. 5. Based on independent audit,
mouthwash market size is Php2B
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16. 5c. Estimated market size
of mouthwash users
Mouthwash Usage:
ïź 1M Filipinos (Class AB and C) gargle with
mouthwash at an average of once a day
using 10ml mouthwash which costs
around Php6.00 per gargle
1M x 1 x 6 x 365 = Php2B
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17. 6. Switch to Swish!
Flavors
Variants
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18. 6a. Swish shares equal shelf
space with its major competitors
Watsons Pharmacy
Rustans Supermarket
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19. 6b. Everybody Swish!
ïź Swishâą mouthwash gives you an awesome swishing experience
that leaves you with long lasting fresh breath. It is alcohol-free,
but with a kick of mint!
ïź SWISH is the ALCOHOL-FREE mouthwash. It has SureFresh that
helps fight bad breath, plaque and gingivitis for long-lasting
fresh breath. It comes in four refreshing and exciting flavors:
Peppermint Fresh, Arctic Chill, Cinnamon Blast and Mangosteen
Mint.
Since it is alcohol-free, it is safe and healthy. Even diabetics,
children above 6 years old and even pregnant women can enjoy
Swish alcohol-free mouthwash.
Source: Swish facebook page
www.laymarketer.blogspot.com
20. 7. Price â Swish is at par with
competitors in the smaller variant but
drops significantly in the big 250ml
variant
Actual Retail Prices at Watsons Pharmacy (Feb 28, 2012)
Astring-O- Colgate
SIZE Listerine Swish Oracare
Sol Plax
60ml 65.00 47.00 76.00 48.00 52.00
250ml 155.00 148.00 159.00 133.00 143.00
Swish positioned itself as the more affordable household
mouthwash rather than compete heavily in the âtravel packâ
small variant.
www.laymarketer.blogspot.com
21. 8a. Swish uses TV ads, mall and
office tours and social media
1 3
2
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22. 8a. Swish uses celebrity endorser Ryan
Agoncillo to represent the socially
active young adult in its TV ads
http://www.youtube.com/watch?v=JEYSH1KfTOI&feature=plcp
&context=C38a35f8UDOEgsToPDskIRj0MhtBax8yyMMQhS3lyK
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23. 8a. Mall, Resto and Office
Tours
Tiendesitas Wynsum Corporate Plaza Hoy Week Bus
Terminal Invasion
Eat Bulaga Studio
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27. 8b. Global brands TVCs are reused from
campaigns abroad â ordinary Pinoys may not
be able to relate much
http://www.youtube.com/watch?v=-R7fJVGLKTw
www.laymarketer.blogspot.com
28. 8b. Global brands TVCs are reused from
campaigns abroad â ordinary Pinoys may not
be able to relate much
http://www.youtube.com/watch?v=ZDkBGbdedrE
www.laymarketer.blogspot.com
29. 9. Swish is available
nationwide using Unilabâs
distribution network
ïź Supermarkets, sari-sari stores, convenience
outlets, drugstores
ïź Nationwide
ïź Pick up by customers
ïź Cash and credit transaction
www.laymarketer.blogspot.com
30. 10. Swish is inching its way
atop the competition through
differentiation
Swishâs main strategy is to build on the safety and
efficacy brand message (alcohol-free), leveraging on
the mother companyâs (Unilab) status as a pharma
industry leader
It benefits on the distribution capability of Unilabâs
Personal Care portfolio which includes banner brands
Myra and pHCare
It is distributed nationwide and affordably priced for the
mouthwash-using Pinoy
www.laymarketer.blogspot.com
32. Donât be the last to Swish!
1. Swish Mouthwash PTM includes any Juan who is health-
conscious, and leads an active social life
2. Loves to mingle with other people
3. Market is awash with global brands Listerine, Astring-O-
Sol and Colgate Plax. Local competitor is Oracare
4. Gap is that competitor brands focus more on long-lasting
effect and protection from mouth disease
5. Philippine mouthwash market size is Php2B. Swish
market share is Php186M.
www.laymarketer.blogspot.com
33. Any Juan will pay for a safe
way to be ready to mingle
6. Swish is an alcohol-free mouthwash with Surefresh
technology that kills bacteria and that comes in
four refreshing flavors
7. It is priced 9% less than Listerine and Astring-O-
Sol and 19% less than Colgate Plax
8. Uses TV, events, experiences and digital
9. Distributed nationwide
10. Uses differentiation to win
www.laymarketer.blogspot.com
34. 10 STEP
Marketing Plan for
Foglight
Carlos V. Gonzaga
March 2012
www.laymarketer.blogspot.com