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Triple Fresh Formula for Shinier Teeth Fresher Breath and Refreshing Clean for Teens at Heart

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How To Guess An Existing Brand's Unique Selling Proposition and Primary Target Market

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#GetCloser

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Demonstration of 10 Step Marketing Plan using Close-Up Toothpaste as Example. The 10 Step Marketing Plan was conceptualized by Prof. Bong De Ungria for use by MBA students taking Marketing Management at the Ateneo Graduate School of Business (AGSB). Accompanying guides and templates help students understand the process and how it helps create comprehensive plans effectively.

1. 1. 10 STEP Marketing Plan for CLOSE-UP Bong De Ungria January 2011See the Simplified Guide to 10 Step Marketing Planshttp://www.hypermarketing2.com/2011/02/vcoach-bong-de-ungrias-10-step.html

2. 2. DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. De Ungria's 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.

3. 3. Steps 1 to 5Coming close to the teens...1. Close-up PTM are "teens at heart"2. Who want to feel confident up-close to their preferred sex.3. Can choose Colgate & Happee4. Gap is all other brands are more known for preventing tooth decay & providing savings5. The market size is P 15 Billion. Close-up niche is P3 Billion.

4. 4. Steps 6 to 10Teens pay for confidence6. Close-up is a colorful toothpaste gel and mouthwash in 17. Is priced 10% less than Colgate but 30% more than Hapee8. Uses TV, events & experiences9. Is distributed nationwide10. Uses niche approach to win

5. 5. 1.Close-up primary targetmarket (PTM) are "teens" atheart 13-24 years old, social class AB and C, single without kids Studying or just starting work, actively dating or pa-cute towards the preferred sex Brush 3x a day, and demand long lasting fresh breath and white teeth to gain that extra confidence

6. 6. PTM needs to be loved by their special someone... Self-Actualization Needs (Self-DevelopmentI am happy when I have & Realization) a romantic partner Esteem Needs (Recognition, Status) I want to be loved Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological needs (food, water, shelter) Reference: Maslow's Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

7. 7. 2. Teens have uniqueneeds, wants & demandsTeens "desperately" need to belong, to be loved, gain self-Esteem, and achieve Self -actualizationTeens prefer, choose Close-up over other toothpastes because of Taste, Freshness, Color, packaging, price, credibility& awareness of company, brand promise of confidence up close; PDA approval,Teens demandWhiter teeth, Fresher breath, no tooth decay, long lasting, More confidence to come close to the their preferred sex, Feel more sexually attractive

8. 8. 3a. Close-up has manyformidable competitors Direct: Colgate, Hapee, Unique, Beam, Sensodyne toothpastes Indirect: Mouthwashes, Breathmints, gums, candy, breath spray, water Variables: Age, Price, packaging, specific use, convenience of use, availability, Occasion of use, brand promise of confidence up-close and personal to preferred sex

9. 9. Close-up is #1 in niche: premium product for teens as of 2005 Price vs. Age MatrixPrice/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs upAgeMatrixHigh Colgate Colgate Close Sensodyneprice kids up totalLow HapeePrice Hapee Unique

10. 10. Close-up is #1 in niche: premium product for teens as of 2011 Price vs. Age MatrixPrice/ 0-13 yrs 13-24 yrs 25-49 yrs 50yrs upAgeMatrix Colgate Close ColgateHigh Colgate Fresh Up Colgate Sensitive Sensodyne Close whitenprice kids Total + up whiten Hapee HapeeLow Fresh Complete + whiteningPrice Hapee Unique Unique

11. 11. Close-up niche positioning to the teen market up close... as of 2005 Benefit Positioning vs. Brand Matrix Colgate Colgate Close Up Hapee Hapee Functional Benefit Kids Total Gel Kids Regular Unique SensodynePrevents Tooth DecayWhitens TeethFreshens BreathMouthwash in 1Fresh ConfidenceProtect 24 hoursFun for kidsSaves moneyReduces teeth sensitivity Many competitors in prevent tooth decay and saves money positioning.

12. 12. Close-up's niche is being crowded so it strengthened its key differentiator (kiss!) as of 2011 Benefit Positioning vs. Brand Matrix Colgate Hapee Colgate Colgate Total+ Colgate Close Up Close Up Hapee Hapee Total + Functional Benefit Kids Fresh Whitening Sensitive Gel White Kids Fresh Whiten Unique SensodynePrevents Tooth DecayWhitens TeethFreshens BreathMouthwash in 1Fresh ConfidenceConfidence Up Close to KissProtect 24 hoursFun for kidsSaves moneyReduces teeth sensitivity Harder to stand out amidst the competitive clutter.

13. 13. Hapee has "followed" Colgateand Close-Up positioning andoffers more for lower price Hapee has products which match "Colgate Total" and Close Up" confidence and teeth whitening postions

14. 14. 4. Close-up positions stronglyin a niche market opportunityClose-up is the only toothpaste that gives shiny white teeth and fresh breath for teenagers who want to feel confident when up close and personal when kissing their preferred sex partners.Colgate Fresh Confidence & Hapee Fresh are trying to crowd/ copy this position.Traditional positioning has been on broad segments of the market with emphasis on preventing tooth decay, whitening & low price.

15. 15. 4. "Positioning": brandidentity from the makerThe Closer, The BetterFresher Breath & Whiter Teeth for the confidence to get close, only from Close Up! Source: Unilever Philippines website

16. 16. 4. Close-Up Positioning fromthe global perspective...Close-Up gives confidence in those very "up close and personal" situations.Couples with bright smiles in very "close" situations are featured on the packaging, and commercials depicted youthful adults blowing kisses at each other.Gives fresh breath, white teeth and, subsequently, a little extra self-confidence and sex appeal.Symbolized by attractive white smiles in very close situations. Source: Unilever Global website

17. 17. 5a. Based on competitor pressreleases, toothpaste market isP15 billionNov. 2005: Market size for toothpaste: 10 Billion  Colgate: 50%  Close Up: 20%  Hapee: 15%2007: Hapee becomes #2 brand, reaching 20% share. Retains this 20% share until 2010.2009: After 2 decades of continuous growth, market declines 13%. Companies reduce prices. To stay competitive, Hapee's prices cut by 20%.

18. 18. 5a. Based on competitor data,toothpaste market is P15 billionReferences http://www.aredconsult.com/philippine-business/lamoiyan.htm November 28, 2005, Bernie Cahiles-Magkilat, Manila Bulletin http://goodnewspilipinas.com/2008/11/23/hapee-now-rps-2nd-best- toothpaste-brand/ http://newsinfo.inquirer.net/inquirerheadlines/nation/view/20100131- 250434/Pinoys-brush-teeth-less-or-use-less-toothpaste Pinoys brush teeth less or use less toothpaste By Paolo Montecillo Philippine Daily Inquirer First Posted 00:59:00 01/31/2010

19. 19. 5b. Based on Unilever data,where close-up share is 20%,total market size is 15 billion1. Unilever Philippines sales data: Close- up sales may be P3 billion2. Unilever claims market share of 20%3. Then total toothpaste market size is P 3 billion/0.2 = P 15 billion

20. 20. 5c. Consumer data indicatesa size of P 22 billionToothpaste Usage:60 of 90 million Filipinos brush average of 2x per day using 5 mL toothpaste which costs around P0.50 per brushing60 M x 2 x P0.50 X 365 = P22 billion

21. 21. 5. Concluded that toothpastemarket is 15 billion1. Competitor data= P15 B2. Company data = P 15 B3. Customer Usage data = P 22 B

22. 22. Close-Up, like Colgate ownsuperior displays on shelf.

23. 23. 6b. What makes Close-Updifferent as a product? Only Close Up has germ-fighting mouthwash to give you long lasting fresh breath! Only Close Up has Microwhiteners and Vitamin Fluoride System to give you whiter and stronger teeth. Close Up is the only Philippine toothpaste that is recommended by both the World Dental Federation and the Philippine Dental Association. From Unilever Philippines website

24. 24. 6b. Close-up offers long-lasting freshness in 8 variant1. Close Up Red Hot2. Close Up Menthol Chill3. Close Up Icylicious4. Close Up Lemon Mint5. Close Up Crystal Frost Winter Blast6. Close Up Crystal Frost Cool Spice7. Close Up Milk Calcium8. Close Up Spa Moisture From Unilever Philippines website

25. 25. 7. Price- Brands are aiming for "affordable price points: P 20, 50, <100". Very hard for consumer to compare ACTUAL RETAIL PRICES AT WALTERMART SUPERMARKET (FEB. 8, 2011) Close Up Colgate Hapee Pepsodent Unique White Fresh Prof. CompleteSize (mL) Gel Gel Now Confidence Clean Sensitive + Whiten Gel Fresh Whitening Cavity 190 59 49 160 109.5 109.5 150 74 82.75 55.75 51.75 50 100 54 49 65 55.75 44 34.75 90 75.5 75.5 50 35.25 31.75 36 29.75 24.75 40 47 47 25 17.5 20 Tabulation of 8 sizes, 5 brands, 12 variants

26. 26. 7. Price- Toothpaste prices vary widely from P300 to P1175 per liter PRICE PER LITER OF PRODUCT BASED ON SUPERMARKET PRICES (FEB. 8, 2011) Close Up Colgate Hapee Pepsodent Unique White Fresh Prof. CompleteSize (mL) Gel Gel Now Confidence Clean Sensitive + Whiten Gel Fresh Whitening Cavity 190 311 258 160 684 684 150 493 552 372 345 333 100 540 490 650 558 440 348 90 839 839 50 705 635 720 595 495 40 1175 1175 25 700 800

27. 27. 8a. Close-Up uses TV ads,Love events & Songs Mass Personal1. Sales Promotion 1. Direct Marketing12. Advertising 2. Interactive Marketing3. Public Relations 3. Personal Selling 24. Events and 4 4. Word of Mouth 3 Experiences

28. 28. 8a. Close-Up has teenybopper feel good romancecommercials

29. 29. 8a. Close-Up Lovapalooza 2008:Gerald to Kim: Do I get to kiss you? http://www.youtube.com/watch?v=t9sbGzxRKkM

30. 30. 8a. An event that is trulyClose-Up's (reinforced)Kissing Record Back to the Philippines A total of 6,124 couples kissed simultaneously in Closeup's Lovapalooza at the SM Mall of Asia beating Hungary's record of 5,700 in 2005. The Guinness Book of World Records has yet to release the official number of couples of this record breaking event. Every Valentines for 5 years in a row, thousands of couples have shown the ultimate display of fresh breath confidence by kissing in Close Up Lovapalooza

31. 31. 8a. Close Up's true test:Halik Meter challenge http://www.youtube.com/watch?v=2XwGeryMOEY

32. 32. 8b. Colgate remains #1:<50% share & declining?

33. 33. 8b. Hapee challenges #2:20% share & increasing?

34. 34. 8b. Hapee challenges #2:proudly Pinoy world class

35. 35. 8b. Sensodyne- more benefits(fresh mint) for 25% less torespond to Colgate Sensitive Sensodyne Freshmint Print Ad, Philippine Daily Inquirer, Feb. 10, 2011

36. 36. 9. Close-up is distributednationwide using Unileverdistibution network  Supermarkets, sari-sari stores, convenience outlets, drugstores, market stalls  Nationwide  Pick-up by customers  Cash and credit transaction

37. 37. 9. "Place" challenges forToothpaste1. No Colgate displayed/ sold in Shoemart, Savemore2. Imported toothpastes filling "place" gaps

38. 38. 9. "Place" challenges forToothpaste1. No Colgate displayed/ sold in Shoemart, Savemore2. Imported toothpastes filling gaps3. Aside from slowing domestic demand, he said the bigger competing firms had also adopted the practice of buying the entire supermarket shelf space, ensuring maximum exposure on the aisles. - Cecilio Pedro, Lamoiyan President, 2010 http://newsinfo.inquirer.net/inquirerheadlines/nation/view/20100131-250434/Pinoys-brush- teeth-less-or-use-less-toothpaste

39. 39. 10. Close-up is a niche leaderClose-up's main strategy is to dominate the niche market of 13 to 24 year old teens at heart.It benefits from the distribution leverage of Unilever.Has an excellent, premium priced, product distributed nationwide.

40. 40. Steps 1 to 5Coming close to the teens...1. Close-up PTM are "teens at heart"2. Who want to feel confident up-close to their preferred sex.3. Can choose Colgate & Happee4. Gap is all other brands are more known for preventing tooth decay & providing savings5. The market size is P 15 Billion. Close-up niche is P3 Billion.

41. 41. Steps 6 to 10Teens pay for confidence6. Close-up is a colorful toothpaste gel and mouthwash in 17. Is priced 10% less than Colgate but 30% more than Hapee8. Uses TV, events & experiences9. Is distributed nationwide10. Uses niche approach to win

42. 42. 10 STEP Marketing Plan for CLOSE-UP Bong De Ungria January 2011See the Simplified Guide to 10 Step Marketing Plans http://www.hypermarketing2.com/2011/02/vcoach-bong-de-ungrias-10-step.html

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10 step marketing plan for Close up Toothpaste 2011

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Demonstration of 10 Step Marketing Plan using Close-Up Toothpaste as Example. The 10 Step Marketing Plan was conceptualized by Prof. Bong De Ungria for use by MBA students taking Marketing Management at the Ateneo Graduate School of Business (AGSB). Accompanying guides and templates help students understand the process and how it helps create comprehensive plans effectively.

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Tapat Po Sa Inyo for Supra Moms

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Tapat Po Sa Inyo: A Unique Selling Proposition for Champion

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#CommittedChampion
#TrustQualityAndAffordability
#NoChalk

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Ateneo Graduate School of Business

Tapat po sa inyo. This is study on marketing strategy of Champion Detergent Powder exploring on its unique selling proposition. A CHAMPION's Commitment to Trust and Quality that Penetrated the Powder Detergent Market.

1. 1. A CHAMPION's Commitment to Trust and Quality That Penetrated the Powder Detergent Market

2. 2. MARKMA v83 | Group 3 ATENEO GRADUATE SCHOOL OF BUSINESS https://www.linkedin.co m/in/lynldeguzman Lyn De Guzman Metrobank I ValUE ( Validator, Uplifter, Energizer ) https://www.linkedin.co m/in/rodel-esguerra Rodel Esguerra Asiapro Catalyst. Director. Make things happen. https://www.linkedin.co m/in/reaethelgatbonton Rea Ethel Gatbonton Grupovino | Entrepreneur Magnifiscents Shop, J&E Inkcredible Printing Services Strategic Thinker. Growth Driver. Inspiring storyteller. Ryan Jerard Nazareno Peerless Products https://www.linkedin.com/ in/ryanjerardnazareno https://www.linkedin.co m/in/santoslaravictoria Pragmatic Learner | Process-Oriented Banker | Digital Transformation Enabler Lara Victoria Santos Metrobank

3. 3. * Peerless Products Manufacturing Company (PPMC) and Champion * Champion's Unique Selling Proposition (USP) and Primary Target Market * Champion's Main COMPETITORS and their USPs * CHANGES in the Laundry Industry and Champion's Efforts to Survive and to Remain Competitive TAPAT PO SA INYO.

4. 4. THE BEGINNING OF CHAMPION * Established in 1963, Peerless Products Manufacturing Corporation was founded on the belief that Filipino consumers recognize and deserve genuine quality * In 1977, Peerless launched the CHAMPION brand in detergent bars * Champion became the primary pillar of laundry care products for the company, with the eventual launch of detergent powders in the 2000s

5. 5. Champion detergent maintained a market share of 15% for the last six years, consistently placing 3rd in the laundry category DETERGENT POWDER HISTORICAL MARKET SHARE es

6. 6. CHAMPION PRICING STRATEGY Weight in kg Lazada Official Store Price (PhP) PhP / kg Rank (Cheapest) 2.20 180 82 3 2.45 299 122 5 2.00 192 96 4 2.00 157 78 2 2.00 119 60 1

7. 7. Mothers who give importance on laundry performance and on value for money * DEMOGRAPHICS 35-45 years old, C to D market, can be working mothers, single moms or housewives * PSYCHOGRAPHICS Keep their house clean, close with their fellow mothers, do the buying of the family food at the wet market and take care of their children * BEHAVIOR Wash the family laundry every week and put value on the maximum performance of whitening and cleaning the laundry at a reasonable price CHAMPION'S PRIMARY TARGET MARKET

8. 8. PAINS OF SUPRA MOMS * Supra Moms want to make sure that the powder detergent delivers its promise of whitening and stain removal of the laundry

9. 9. PAINS OF SUPRA MOMS * Supra Moms want to make sure that the powder detergent delivers its promise of whitening and stain removal of the laundry * Supra Moms still need to buy a separate fabric conditioner so that there is good or pleasant laundry scent after wash

10. 10. NEEDS, WANTS AND DEMANDS Supra Moms need to be loved, gain self-esteem, and achieve self- actualization by giving protection to their family through washing and cleaning the laundry

11. 11. NEEDS, WANTS AND DEMANDS Supra Moms need to be loved, gain self-esteem, and achieve self- actualization by giving protection to their family through washing and cleaning the laundry Supra Moms choose Champion because of its Knockout Cleaning Power, Pure Power Care or the purity of the powder granules/no chalk, product integrity and quality, product laundry performance, product affordability, and product scent

12. 12. NEEDS, WANTS AND DEMANDS Supra Moms need to be loved, gain self-esteem, and achieve self- actualization by giving protection to their family through washing and cleaning the laundry Supra Moms choose Champion because of its Knockout Cleaning Power, Pure PowerCare or the purity of the powder granules/no chalk, product integrity and quality, product laundry performance, product affordability, and product scent Supra Moms demand to have clean, white, and stain-free laundry through an honest product performance at an affordable price

13. 13. 2012 Ryan Agoncillo "Tapat po sa inyo." 2016-2018 Sarah Geronimo "Tapat po sa inyo." 2014 Susan Roces "Tapat po sa inyo." "Tapat po sa inyo." Ryan Agoncillo 2013 "Tapat po sa inyo." New Packaging Ryan Agoncillo 2015 "Tapat po sa inyo." Judy Ann Santos 2019-present CHAMPION THROUGH THE YEARS

14. 14. * Modernized brand logo design and packaging * More emphasis on brand USP * Coined Supra Moms * Innovations by competition * A better representation of the target market * Make it more appealing to the Filipinos and masa market PRIMARY TARGET MARKET CHAMPION'S CURRENT USP Champion Housewife Champion Single Mom Champion Lady Guard USP: "Tapat po sa inyo." Primary Target Market: Supra Nanays (mothers from C-D market who give importance on performance and on value for money) Brand Promise: Builds trust in the family

15. 15. PRICE / TARGET CATEGORY High Price Low Price COMPETITIVE POSITIONING WORKING MOMS INDIVIDUALS HOUSEWIVES Age Price Technology Used Brand Promise Availability Target Category Use Packaging Endorsers' Credibility / Popularity VARIABLES The size of the logos denotes the usage frequency of the brand according to the target category

16. 16. BENEFIT MATRIX Parity Affordable Whitens Deodorizes With Fragrance Cleans/Removes Stains Targets Housewives General Trade Availability Modern Trade Availability Online Platforms Differentiation Ensures Product Integrity / Purity of Ingredients Targets Working Mothers Major Accounts Availability FUNCTIONAL BENEFITS BRAND VARIANTS

17. 17. USP OF TIDE Kaputiang Nangingibabaw No Bitin Clean Sa Tide Perfect Clean #WithTideDontSweatIt #NEWTideInstabrite

18. 18. USP OF SURF "'Sing galing pero di mamahalin!" Active Clean Technology - whitens, removes smell with fragrance Pinagaling magpaputi,magtanggal kulob at mas pinabango

19. 19. * Suitability with machine, quality product * Unlike other detergent powder, no need for hand wash after machine wash with stain away formula * Target Customer: Working middle class who wash their clothes USP OF PRIDE

20. 20. USP OF SPEED "Speed Babad kaya Relax ka lang!" "Bilis Laba" "Bilis Linis"

21. 21. CHANGES IN THE LAST 12 MONTHS * Cleaning and hygiene become top priority of consumers and household. Laundry is done frequently but less on school uniforms and outside wear. * Consumers become increasingly price-conscious and started looking for cheaper brand * Declining household income led to relatively lower sales performance on household and laundry care goods * Production of new product variants and antibacterial formulation for detergent * Offering of tiered pricing for Champion products * Utilization of relevant media channels - TV, radio and digital ISSUES BROUGHT BY COVID-19 OPPORTUNITIES

22. 22. Partnership with e-Commerce platforms such as Shopee and Lazada Stronger partnership with distributors nationwide and modern trade events, with a definite plan to penetrate membership-only supermarkets HOW COPED WITH THE CHANGES AND SUSTAINED ITS BRAND EQUITY Strengthened the merchandising display at the trade level Stayed relevant and connected through active social media advertisements Improved customer service experience by direct handling of complaints and shortened response time

23. 23. * Provides a clearer business path * Identifies the right brand personality * Creates a good brand reputation * Differentiates the brand from the competition AN EFFECTIVE USP

24. 24. * Peerless Products Manufacturing Company (PPMC) and Champion * Champion's Unique Selling Proposition (USP) and Primary Target Market * Champion's Main COMPETITORS and their USPs * CHANGES in the Laundry Industry and Champion's Efforts to Survive and to Remain Competitive TAPAT PO SA INYO.

25. 25. MARKMA v83 | Group 3 ATENEO GRADUATE SCHOOL OF BUSINESS https://www.linkedin.co m/in/lynldeguzman Lyn De Guzman Metrobank I ValUE ( Validator, Uplifter, Energizer ) https://www.linkedin.co m/in/rodel-esguerra Rodel Esguerra Asiapro Catalyst. Director. Make things happen. https://www.linkedin.co m/in/reaethelgatbonton Rea Ethel Gatbonton Grupovino | Entrepreneur Magnifiscents Shop, J&E Inkcredible Printing Services Strategic Thinker. Growth Driver. Inspiring storyteller. Ryan Jerard Nazareno Peerless Products https://www.linkedin.com/ in/ryanjerardnazareno https://www.linkedin.co m/in/santoslaravictoria Pragmatic Learner | Process-Oriented Banker | Digital Transformation Enabler Lara Victoria Santos Metrobank

26. 26. A CHAMPION's Commitment to Trust and Quality That Penetrated the Powder Detergent Market

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Tapat Po Sa Inyo: A Unique Selling Proposition for Champion

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Published on Ateneo Graduate School of Business Tapat po sa inyo. This is study on marketing strategy of Champion Detergent Powder exploring on its unique selling proposition. A CHAMPION's Commitment to Trust and Quality that Penetrated the Powder Detergent Market. 1. A CHAMPION's Commitment to Trust and Quality That Penetrated the Powder Detergent Market 2.

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"Tapat sa'yo at nandiyan lang sa tapat mo" for senior citizens.

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#TapatSaPresyo
#TapatSaKalidad
#TapatOMalapitSaInyo

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The company to be presented is The Generics Pharmacy
A little company background.

TGP started as Pacific Pharma which is being handled by Pacific Insular Co. in 1949.
In 1959, the Liuson's bought Pacific Insular Co. and found DLI Pharma.
In 1975, Benjamin Liuson joined DLI Pharma. Eventually Benjamin Liuson founded the TGP Pharma Inc. and ventured to the retail of generic medicines with its first outlet as DLI Pharmacy located in Quezon City. This is in response to the
In 2007, DLI Pharmacy changed its name to what we know today at The Generics Pharmacy.

To check the unique selling proposition or USP, the best area we can see is the website of the company. We then went to check the website of the TGP. Initially we were greeted with the initial banner of Maraming Salamat text, thanking all the TGP staffs from warehouse to their pharmacy branches for their hardwork. Then we went to see the other banners which shows Jericho Rosales promoting TGP caring for the family or the TGPag-alaga ng Pamilya. Going further we went to see the video of Jericho Rosales alighting from the tricycle and going to the community and objective is to go to a TGP branch. As he went, there are some persons promoting what TGP is such as TGPagpagamot ng Lagnat, TGPagtanggal ng Rayuma, TGPagtakip ng Sugat among others. And concluding this way that TGP is indeed after the affordable and quality medicines and that their branches are near you. Checking their other youtube ads, we can see the latest in Sept 2020 also with Jericho Rosales showing with the same information that in the old normal or new normal, TGP is for your good health with affordable price, quality medicines, and with over 2000 branches serving your needs.

With these the USP of TGP is the "TAPAT sa'yo at nandiyan lang sa TAPAT mo" . These are separated into to items, first is the TAPAT sa'yo which explains that TGP is for you, true to you in the sense of affordability, quality products and availability. The second is the Nandiyan lang sa TPAT mo which explained that TGP with over 2,000 branches is located almost near your home, your school and your chuch.

The Coalition of Services of the Elderly (COSE) released a study that social pension constituted on average almost one-third of household income used for food, medical expenses and other household bills. Same study, of eight million senior citizens in the country, only 32% (or 2.5 million) received social pension of only P500 a month, while 38% (or more than 3 million did not receive any pension at all.

*Maximizing the income value is the key to survive. Thus having an affordable and accessible antihypertensive and anti diabetic medication and vitamins in the market is the answer when every Lolo Jose and Lola Pilar needs to be maintained on this drugs and every Juan and Maria should purchase monthly for their parents.
*The Generics Pharmacy is the go to place to alleviate the pain, giving back the care our parents needs and to continue living healthy to bring food to the table.

Demand changes from hospitals, medical field and general consumers
This is century's opportunity for pharma industry, due to ~700% increased demand for prescription medicines such as antibiotics and anesthetics, as well as vaccines and medical devices.
Increased hospitalization, incidence of COVID related pneumonia, and assigning patients to ventilators.
Which leads to shortage - due to induced demand and general panic buying on medicines for hypertension, mental health, respiratory, diabetes and anxiety as well as supply-chain inconsistencies.
Resulting to regulation revisions
Fast-track approvals and licensing for COVID-19 related treatments.
More regulations to enhance importation, in order to maintain integration of supply chain.
Research and development process changes - due to significant industrial investments on medicines related to COVID.

Shift towards tele-communication and tele-medicine
Due to local social distancing precautions, marketing & promotions are being shifted from face to face to remote interactions, mobile apps (Mercury Drugs, Watsons Phil), and telecommunications (WhatsApp, Telegram, Signal) as well as the patient-support acts (BetterHelp, HealthNow, Curatio, PPD Patient, REAcT).
Overall industry growth slow-down - could eventually affect the growth of the Pharma industry.
Moving towards self-sufficiency in pharm-production supply chain.
The dependence of getting raw materials from China (80% of the world followed by India), for medicines becomes a challenge export bans, trade war & local priorities by the said country.
Trend changes in consumption of health-market products (vitamins, supplements) along with ethical dilemma due to expedite research and poorly evidence centered therapies.

Demand changes from hospitals, medical field and general consumers
Reach out to more customers through mobile Apps (such as Mercury Drugs & Watsons Phil) available in the Play Store or Appstore.
Partner with different local delivery businesses
Social media campaigns through community forums
secure its supply-chain through local partnership and raw material exploration

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The company to be presented is The Generics Pharmacy A little company background. TGP started as Pacific Pharma which is being handled by Pacific Insular Co. in 1949. In 1959, the Liuson's bought Pacific Insular Co. and found DLI Pharma. In 1975, Benjamin Liuson joined DLI Pharma.

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Providing REFRESHING, READY ON THE GO DRINKS, to YOUNG, VIBRANT individuals - REDEFINING THE STATUS QUO.

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#ForTheLoveOfIt
#ThatsWhatILike
#PepsiOnTheGo

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Disclaimer: This presentation is part of a course requirement and will be deleted once evaluated.

1. 1. Unique Selling Proposition GROUP FOUR

2. 2. Brand that stands firmly for the YOUTH Believes in the youth's potential to MAKE A DIFFERENCE Advocates the youth to IMPACT THE WORLD

3. 3. DEMOGRAPHICS * AGE: 15 to 25 years old * SOCIAL CLASS: Class A, B, C, D * GENDER: Male/ Female * MARITAL STATUS: Single without kids * GENERATION: GEN Z & Young Millenials LIFESTYLE * Young, Vibrant, Redefines Status Quo BEHAVIOR * Everyday consumption, minimum one 12oz. bottle or 330ml. can * Choose Pepsi to support YOLO lifestyle and quench thirst. PROFILE OF THE PRIMARY TARGET MARKET(PTM)

4. 4. VIDEO MATERIALS * #FORTHELOVEOFIT (PEPSI X NOW UNITED) https://youtu.be/BWCUwXAEaPk * #PEPSILOVESCHRISTMAS https://youtu.be/Xt5-zoq3yG0 * SB19: FOR THE LOVE OF IT https://youtu.be/XEKYMg3tqfY

5. 5. PAIN/ PROBLEM #NeedSupport #LackConfidence * Is it okay if I pursue the things that I love? * Will I be accepted when I choose this? * What If I am different than the rest? * Will this drink satisfy my thirst?

6. 6. PTM NEEDS TO EXPLORE THE WORLD AND BE ACCEPTED FOR WHO THEY ARE I am thirsty, I need a drink. I need to be recognized for what I can do. Being the best I can be while doing what I love! Enjoying activities with my family and friends.

7. 7. PTM's NEEDS, WANTS AND DEMANDS * Teenagers and Young Adults need a cold drink that will quench their thirst, need to have activities with family and friends (Love & Belonging), be recognized for what they are good at (Esteem), and being the best they can possibly be (Self Actualization) * Teenagers and Young Adults will want Pepsi over other competitors because of taste, packaging, credibility and brand awareness, price, convenience, market presence, FDA approval. * Teenagers and Young Adults demand a refreshing cold drink that is ready on the go; made for the person with the YOLO attitude that is ready to take on the challenges ahead. They demand a cold drink that not only replenishes their thirst, but also hydrates their passion to make a difference. They demand a drink that empowers and radiates positive change and good vibes!

8. 8. Pepsi Close Competitors * Direct: Coca- Cola, RC Cola, Zesto Cola * Indirect: Fruit Juices, Energy Drinks, Water * Variables: Price, Age, Promotion, Packaging, Occasion of Use, Convenience, Market Presence, Availability, Marketing Campaign

9. 9. "We make simple, everyday moments more special" PRIMARY TARGET MARKET AGE: 25-35 years old GENDER: Male and Female STATUS: Single and Married with kids. LIFESTYLE: Eating meals with family. Enjoying moments with loved ones. BEHAVIOR: Weekend consumption of 1.5 liter bottle with family and friends while bonding.

10. 10. "Basta." PRIMARY TARGET MARKET AGE: 15-25 years old GENDER: Male and Female STATUS: Single and Married with Family LIFESTYLE: Hanging out with friends, listening to music while enjoying a cold drink. BEHAVIOR: Daily consumption of 330ml while hanging out with friends.

11. 11. POSITIONING MAPS 1st MAP: 2 x 2 Matrix showing the 2 Most Critical Variables for consumer choice 2nd MAP: Functional Benefit vs. Brands/ Variants

12. 12. PRICE V. AGE MATRIX Price v. Age Matrix 0-14 yrs 15-25 yrs 26-50 yrs Over 50 yrs High Price Low Price

13. 13. Functional Benefit Coke Classic Coke Light Coke Zero Pepsi Pepsi Black RC Cola RC No Sugar Zesto Cola Saves Money Fits Active Lifestyle Celebrity Endorsers Quenches Thirst Delicious Taste Unique Brand Promise Sugar Free Variety of Sizes Does not use HFCS No Calories BENEFIT POSITIONING V. BRAND MATRIX

14. 14. Pepsi is the readily available drink that supports the VIBRANT LIFESTYLE of teens and young adults WHO LIVE LIFE TO THE FULLEST. KEY DIFFERENTIATOR

15. 15. #SundinAngPuso #BuongPusoAngSamahan #ForTheLoveOfIt #ThatsWhatILike #PepsiOnTheGo Brand Colors: Red, Navy Blue, Blue, and White #BastaRCCola RC Cola ng Bayan Basta RC Cola Masarap RC Cola Para sa Pamilya RC Cola Refreshingly Cool Brand Colors: Blue, Red, Gray, and White. #TasteTheFeeling Together Tastes Better Unbelievably Delicious Turn Up Your Rhythm #ForeverBagay Brand Colors: Coke Red, Black, and White No visible promotional slogan, tagline, copy, or hashtags from informational sources Brand Colors: Maroon, Orange, Red, and White.

16. 16. The pandemic shifted the way brand represents themselves to their consumers. Bigger brands, like Pepsi, donated and created fundraising activities for the affected communities and frontliners. One big hit fundraising event is the live-stream concert in partnership with Global Citizen, and curated by Lady Gaga. In the Philippines, Pepsi donated several health packs and Pepsi Products (including Gatorade, Aquafina, and carbonated soft drinks) to frontliners during pandemic.

17. 17. PEPSI POSITIONING FROM GLOBAL PERSPECTIVE

18. 18. FACEBOOK TWITTER PEPSI POSITIONING FROM GLOBAL PERSPECTIVE

19. 19. YOUTUBE PEPSI POSITIONING FROM GLOBAL PERSPECTIVE INSTAGRAM

20. 20. PEPSI IS FOR A NICHE PTM ● Quenches Thirst ● Delicious Citrusy Taste ● Variety of Sizes ● Advocates Youth PEPSI is a brand associated with enjoyment and passion, and stands firmly for the youth.

21. 21. Pepsi provides REFRESHING, READY ON THE GO DRINK for the YOUNG, VIBRANT - THOSE WHO REDEFINE STATUS QUO READY TO MAKE A DIFFERENCE? #SundinAngPuso

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Published on Disclaimer: This presentation is part of a course requirement and will be deleted once evaluated. 1. Unique Selling Proposition GROUP FOUR 2. Brand that stands firmly for the YOUTH Believes in the youth's potential to MAKE A DIFFERENCE Advocates the youth to IMPACT THE WORLD 3.

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Kids can Tell
For fun loving active kids

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Purefoods Tender Juicy Hotdog USP and its Competitors

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#TenderJuicified
#KidsCanTell

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For MarkMa Class V83
Group 2

1. 1. PUREFOODS TENDER JUICY HOTDOG: Unique Selling Proposition and its Competitors MARKMA V83/ GROUP 2 NINA ZYRIL LIM/ FLORABEL MAQUIRAYA-MCPHEE/ MARY JANE OLIDAN/ JOCILLE BASCONES

2. 2. OUTLINE OF LEARNING OBJECTIVES: Purefoods Tender Juicy Hotdog: Kids Can Tell 1. The Brand Background 2. Unique Selling Proposition 3. Primary Target Market (PROFILE, PTM'S PAIN & NWD) 4. USP of 2 Main Competitors 5. USP Changes of the Brand 6. Market Changes for the Last 12 Months 7. Recommendations for the Company to Remain Competitive

3. 3. COMPANY/BRAND BACKGROUND * TJ Hotdog is operated by Pure Foods * Pure Foods was incorporated in 1956 * It is a manufacturer of processed meats * It was formerly owned by Ayala Corporation * San Miguel Corporation acquired Pure Foods * Renamed as San Miguel Pure Foods Company

4. 4. UNIQUE SELLING PROPOSITION "KIDS CAN TELL" #TenderJucified #KidsCanTell -Kids can tell by its tenderness, juiciness and taste

5. 5. PRIMARY TARGET MARKET * Kids -Demographic: 3 to 12 years old; Class A,B & C -Lifestyle: Active kids from upper and middle class -Behavior: Fun-loving and family-oriented

6. 6. PRIMARY TARGET MARKET'S PAIN * Kids easily get distracted when eating * Wants tasty food but needs nutritious food * They only eat the food they like

7. 7. PTM'S NEEDS, WANTS & DEMAND * Needs: Kids need to be fed for nourishment * Wants: Kids want attractive and tasty food * Demands: Kids demand meaty and juicy texture

8. 8. COMPETITOR #1: CDO BIBBO HOTDOG

9. 9. COMPETITOR #1: CDO Bibbo Hotdog USP: Tested by moms, loved by kids * Focuses on mother-child bonding * Focuses on their cheesy hotdogs PRIMARY TARGET MARKET: * Kids ages 3-12 years old * Class B & C

10. 10. COMPETITOR #2 SWIFT MIGHTY MEATY HOTDOG

11. 11. COMPETITOR #2: Swift Mighty Meaty Hotdog USP: "Masarap Maging Mighty" -the meatier, the stronger you will get PRIMARY TARGET MARKET: * Kids ages 3-12 years old * Class A & B

12. 12. 2X2 MATRIX: PRICE VS. CONSUMER CLASSES PRICE/ CLASS MATRIX CLASS A CLASS B CLASS C HIGH PRICE LOW PRICE PUREFOODS TENDER JUICY HOTDOG SWIFT MIGHTY MEATY HOTDOG CDO BIBBO HOTDOG

13. 13. FUNCTIONAL BENEFITS FUNCTIONS TENDER JUICY HOTDOG CDO BIBBO HOTDOG SWIFT HOTDOG Low Price Tasty Meaty Loved by Kids More Nutrients Texture Juicy Customer Loyalty

14. 14. WAS THERE ANY CHANGES IN THE USP FOR THE LAST 3 YEARS? * "Kids Can Tell" remained as the USP * They added a hash-tag: #TenderJucified * It became a famous line in households * Filipino's perception: it's the #1 hotdog

15. 15. PUREFOODS NICHE MARKET ADVANTAGE * "KIDS CAN TELL'' became famous household line * Pure foods TJ gained customers' loyalty for years * Pure foods offer higher price but better quality * Distinct taste through its juiciness and tenderness

16. 16. MARKET CHANGES IN THE LAST 12 MONTHS * People go to supermarkets less frequently * Consumers do bulk buying in doing groceries * Larger orders of shelf stable food items * Companies entered online platforms in selling products * Consumers prioritize needs than wants

17. 17. RECOMMENDATIONS FOR THE COMPANY TO REMAIN COMPETITIVE * Enhance digital presence * Focus on bigger packaging * Enhance food safety measures in production * Fast delivery of online order * Continue CSR efforts to strengthen market presence

18. 18. SUMMARY/CONCLUSION 1. Pure foods Tender Juicy's Primary target are kids between 3-12 years old 2. Who demand the meaty and juicy textured hotdogs 3. Can choose among CDO Bibbo Hotdog and Swift Mighty Meaty 4. Gap exists because some brands are cheaper

19. 19. SUMMARY/CONCLUSION 5. Kids can really tell the difference among other brands, because of its taste, juiciness and tenderness 6. Priced 3-10% more than its competitors 7. Uses Social Media such as Facebook and Twitter; TV, print, events, and experiences for advertising 8. Is distributed nationwide 9. Makes use niche market strategy.

20. 20. PUREFOODS TENDER JUICY HOTDOG: Unique Selling Proposition and its Competitors

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Purefoods Tender Juicy Hotdog USP and its Competitors

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Successfully reported this slideshow. Published on For MarkMa Class V83 Group 2 1. PUREFOODS TENDER JUICY HOTDOG: Unique Selling Proposition and its Competitors MARKMA V83/ GROUP 2 NINA ZYRIL LIM/ FLORABEL MAQUIRAYA-MCPHEE/ MARY JANE OLIDAN/ JOCILLE BASCONES 2. OUTLINE OF LEARNING OBJECTIVES: Purefoods Tender Juicy Hotdog: Kids Can Tell 1.