A Marketing plan for Tender Care soap (Colgate-Palmolive, Philippines)

• Main Authors: Bautista, Katherine Rica B., Gepuela, Georgina Sharon M., Molinyawe, Ma. Pamela, Narvaez, Rommell B.
• Format: text
• Language: English
• Published: Animo Repository 1995
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16794
• Institution: De La Salle University

Tender Care soap has been existing in the market for over 20 years and it has been catering to mothers and babies in the BCD classes. All these years, Tender Care has been successful in maintaining the consumer perception of the soap for babies. It is only recently that they started targeting the mothers and eventually, the family. Based on a survey conducted by the researchers, more people perceive Tender Care soap as for babies and not for the family. This is the main reason why the researchers have thought of coming up with a marketing plan which would help in targeting the potential family. The researchers have come up with a main goal which is to utilize and improve the current position of Tender Care as for mothers (20-45 years old) with children (0-8 years old) and to develop a new market for growing children ages 8-12. This will help in attracting the potential market which is the family. This is also done to avoid confusion because of the sudden shift in the target market (from infants to family). The researchers believe that with the introduction of the new Tender Care Vita Mild soap variant, it will eventually help in attracting the potential market which is the family. It will act as a bridge that caters to a different market other than infants. One of the short-term objectives of the researchers is to attain a market share of 2.1% for the new Tender Care variant in order to help increase the total share of the Tender Care soap in the market. This is projected for the whole year of 1996. Different tactics will be done in order to increase consumer awareness of the new product. Promotions and advertisements will be given importance in order to induce trial purchase and eventually help increase the market share of Tender Care soap as a whole.