A Marketing Plan for

Glade Renewal
Essence
 MISSION
Employees: we believe that the fundamental vitality and
strength of our worldwide company lies in our people;
Consumers and Users: we believe in earning the enduring
goodwill of consumers and users of our products and
services; General Public: we believe in being a responsible
leader within the free market economy; Neighbors and Hosts:
we believe in contributing to the well-being of the countries
and communities where we conduct business; World
Community: we believe in improving international
understanding.
  Eliminates tobacco and
cooking odors
 Diffuses foul odors without
harmful chemicals

GLADE RENEWAL ESSENCE

Macro-Environmental
Analysis
 ECONOMIC

PH GDP Inflation Rate Peso contra

(2018-2019) (2019) Dollar
6.7% 4.17% 53.26

3.83% 50.96
 DEMOGRAPHIC

12,860,058 13,698,889

2015 2019
 POLITICAL-LEGAL

Executive Order No. 26 Nationwide Smoking Ban

Bureau Internal Revenue’s Exemption of MW Earners from

RR 8-2018 withholding tax
 SOCIO-CULTURAL
2019 PH can become an upper middle-income
country

Demand for
environment-friendly
products

Product Availability in the

market
 TECHNOLOGICAL

E-Commerce New TeleCom Cashless Mode

Company of Payment
 Home Care Industry
Participants
Procter & Gamble Co Reckitt Benckiser Group Plc (RB)
Unilever Group Lamoiyan Corp
SC Johnson & Son Inc Cymar International Inc
Peerless Products Manufacturing Corp Greencoil Industries Inc
Green Cross Inc Wings Corp
Wellmade Manufacturing Corp Clorox CO, The
ACS Manufacturing Corp Liwayway Marketing Corp
Colgate-Palmolive Co Sara Lee Corp
Henkel AG & CO KGaA Private Label
Mercury Drug Corp Others
 Market Share Table
SALES VALUE (in
RANK COMPANY BRAND PERCENTAGE
millions) 2017
SC Johnson &
1 Son Inc
Glade P 1,096.8 56.5

2 Philusa Corp. Albatross P 435.1 22.4

Procter &
3 Gamble Ambi-Pur P 280.8 14.5
Philippines
Shaldan
4 Philippines Shaldan P 25.4 1.3
Inc.
Reckitt
5 Benckiser
Lysol P 15. 9 0.8
 Market Share Pie Chart
0.8
4.4
14.5

56.5
22.4

1.3

SC Johnson & Son Inc. Shaldan Philippines Inc.

Philusa Corp. Proctor & Gamble Philippines
Reckitt Benckiser Others
SWOT Analysis
 SWOT Analysis
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

Brand Strength
Developed Competition for
Health and eco-
Family-owned status market green demand
safe products
positioning
PRODUCT
Protecting of The Rise of
An unfulfilled
environment Unavailability Scent Marketing
customer need
of products in the Philippines
User-friendly design

Most varied price Price is

Competitive US-China Trade
PRICE quantity and pack perceived as
price War
sizes expensive
 SWOT Analysis
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

Strong
Extensive
competitor
distribution
Emerging Markets distribution
channel
Lack of Gondolas
PLACE
and Shelf Space Domination of local Competition
Emergence
markets presence in all of
of E-
our current
commerce
location
Lack of sufficient
IMC fund
Sales Promotion
Local TV A niche type of
PROMOTION and Direct
ads False promotion
Marketing
advertisement and
misperception
 Marketing Objectives
Total brand awareness of not less
Incremental brand sales of not less
than 70% by the end of the first 12
than P650 million by March 31,
months from product launch on
2020
April 1, 2019

Incremental net income after tax of

New product trial rate of 24.16% by
not less than P65 million by the
the end of March 2020
end of March 2020
TOWS Matrix
STRENGTHS
1. Many variants and
product segments
2. Trending in product
innovations
3. User-friendly product
design
4. Widest distribution
5. Most effective
marketing strategies
6. Trusted brand
7. Market leader in the air
care segment
8. Strong brand image
9. Available in large
supermarkets
WEAKNESSES
1. Believability
2. Could be a temporary
solution in fighting foul
odors
3. Consumers are
unaware of the
product’s benefits
4. Expensive
5. Unrealistic TV
advertisements
6. Not a necessity
7. Harmful chemicals
 TOWS Matrix
INTERNAL SO WO
EXTERNAL
1. Emerging Markets Product Development Market Development
2. Consumer trend Develop new product Convert non-users to
towards healthier (S2, S3, S6, O1, O2) users
lifestyle (W1, W3, W6, O1, O2)
3. Strong brand Market Development
recognition Enter new markets Increase awareness of
(S6, S7, S8, O1, O2) the product
(W1, W5, O2)

Product Development
Product reformulation
(W1, W3, W7, O1, O2)
 INTERNAL
EXTERNAL
1. Strong distribution system
of competitors
(S1, S2, S4, S5, S9, T1, T2,
2. New competitors
3. Aggressive competitors
4. Increased inflation rate
ST
Product Development
Develop new product
T3)
Market Penetration
Intensify advertising
(S2, S4, S5, S8, T2, T3) Obtain Potential Customers
WT
Product Development
Develop New Product
(W3, W6, W7, T2, T3)
Modify Packaging
(W4, T2, T3)
Market Penetration
(W2, W3, T1, T2, T3)

Strategic Marketing Activities

(W1, W2, W3, W5, W6, T1, T2,
T3, T4)
PRIMARY TARGET MARKET

Male & Female Mid-lifers, housewives

and working
professionals
35-49 years old

AB & C
Consumers who are looking for alternative
products which contains less chemicals and
NCR at the same time price insensitive
SECONDARY TARGET MARKET

Male & Female Young Adults and

workers in early
career
25-34 years old

AB & C
Consumers who are scent
sensitive but wants to
NCR diffuse foul odours without
the need of using artificial
chemical scent sprays or
aerosol sprays
 POSITIONING

Breathe Easier

Inspired by the best feelings

in the world
STRATEGIES and ACTION
PLANS
 Develop
PRODUCT DEVELOPMENT new Modify
STRATEGY product Packaging

MARKET DEVELOPMENT Convert non-users to

STRATEGY become users of the product

MARKET PENETRATION
STRATEGY Enter New Markets
INTEGRATED MARKETING
COMMUNICATIONS PLAN
Facebook Page
Official Website
SM Cinema Ads
Youtube Ads
  Filipina Blogger and content creator
on YouTube focusing on beauty
product reviews, make up tutorials
and daily family blogs.
 She is a wife and a mother of 2 kids

INFLUENCER
 IMC Objectives
Change the
To create new preference of our To attain new
product secondary target
product trial rate of
awareness of 80% market and
encourage them to 24.16% among
for our primary
purchase and try those who are aware
target market
Glade’s new product
 AWARENESS CAMPAIGN
ITEM PARTICULARS SUPPLIER QUANTITY UNIT COST TOTAL COST

P4,029/mont
Facebook Advertising Facebook 12 months P48,348
h

Youtube Advertising YouTube 12 months P100,000 P1,200,000

Official
Glade 12 months
Website
Influencer P700,000/mo
Talent Fee Anne Clutz 1 month P700,000
System nth

SM Cinema Advertising 1 week/55 P42,000/mon

Glade P2,310,000
Ads Expense cinemas ths

Total: P4,258,348
 PRODUCT TRIAL COSTINGS
PERCENTAGE
ACTIVITY TRIAL COST TRIALABILITY
ATTAINED

SM
Supermarkets 400,000 P10,000 48.30%
free sampling

Total

Less: Overlap
(20%)
28.30%
GANTT CHART
 JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC

I. Product
Development

A. Develop New
Product

B. Modify
Packaging

I. Market
Development

C. Convert Non-
Users to
become Users
of the product

D. Enter New
Market
II. Market
Penetration

A. Intensify
Advertising

B. Strategic
Marketing Activities
 Projected Incremental Income Statement

2019 Notes

Net Sales P847,993 Primary target = [(12877253) x (0.01+0.05+0.17) x

(0.0803+0.0594) x (1.00)] = 589,688
+Secondary target market = [(12877253) x
(0.01+0.05+0.17) x(0.1015+0.0803) x (1.00)] =
538,449
x Respondents Qualified (100%)
x Target Awareness Percentage (80%)
x Trial Percentage (24.16%)
x Purchase Probability (3.91%)
x Annualized repeat Purchase Frequency (33.97%)
x Units Bought per Purchase (1)
x 100% - Estimated Cannibalization Rate (20%)
x Those who use Air Fresheners at home (61%)
x Those purchasing Air Fresheners in supermarkets,
groceries, and convenience stores (100%)
Cost of Sales 384,490,452.74 Vertical: 63.41%

Gross Profit 266,354,009.26 Net Sales – Cost of Sales

Less: Operating Expenses 194,157,737.61 Vertical: 29%

Less: Marketing Budget 4,258,348

Income before Income Tax 67,937,924 Gross Profit – (Operating Expenses+ Marketing
Budget)
Less: Income Tax 20,381,377 30% of Income before Income Tax

Income after Income Tax 47,556,547 Income before Income Tax – Income Tax

ROMI 6,254.87 (Gross Profit – Total Cost of IMC) 100