A marketing plan for Surf liquid detergent in the Philippines

• Main Authors: Francisco, Charlyn Janna H., Hipolito, John Paul R., Lagdameo, Beatrice Regina S.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Detergents—Marketing; Advertising and Promotion Management
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/10683; https://animorepository.dlsu.edu.ph/context/etd_bachelors/article/11328/viewcontent/Surf_Final_Compilation2_Redacted.pdf
• Institution: De La Salle University

This paper presents an overall analysis of the laundry market in the Philippines, zoning in on the liquid detergent market. It aims to recommend a 360 6-month re-launch marketing plan for Surf Liquid Detergent in the Philippines. To gather data and build a strong consumer insight, 20 consumer visits were conducted within Metro Manila and Bacolod, with moms regarding their everyday routines, as well as their laundry habits. To further validate these findings, a UAI survey was deployed in Las Pinas City and Muntinlupa City to 105 respondents. From these, insights were gathered, which were used to develop a 6-month launch plan for Surf Liquid Detergent in the Philippines. Findings from these indicate that moms, regardless of age, have the same priorities and habits with respect to laundry. Moreover, it was found that there are several attributes of laundry detergent that are prioritized over others. In addition, through the interviews and surveys, media habits and household spending habits were derived. Thus, this paper contains a full 360 campaign for the re-launch of Surf Liquid Detergents in the Philippines, with the accompanying investment plans and estimates of profitability.