Bayfresh cool wipes for Bayer Phils. consumer products division

• Main Authors: Go, Eugene, Lee, Eileen, Sy, Queenie, Te, Jacqueline
• Format: text
• Language: English
• Published: Animo Repository 1992
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16907
• Institution: De La Salle University

Bayfresh Cool Wipes are freshingly scented wet tissues that leave a mild fragrance and cool sensation when used. It's a handy and affordable wet tissue with a premix formulation which basically serves the consumer need for portable on-the-spot personal cleansing. Bayfresh Cool Wipes will cater primarily to females ages 15-19 belonging to classes A, B and upper C. This marketing plan on Bayfresh Cool Wipes for 1993 specifically focusing on its launching, will provide the projected sales, proposed plans and courses of actions, the strengths, weaknesses, opportunities and threats in relation to this innovative product. The main thrust of the marketing plan is to rapidly build a deep consumer base for Bayfresh Cool Wipes, specifically to dominate the market by attaining 70% of market share, to be able to achieve a 25% growth rate in the first year followed by 10% in the second and 5% in the third and fourth year, and lastly to achieve 80% product awareness among females in their teens by the end of the first year after introduction. The above objectives will be achieved by positioning Bayfresh Cool Wipes as a handy, affordable, on-the-spot personal cleansing wipes as well as high-lighting its being the only product type of its kind in the local market. Bayer Phils. Inc., aims to sell 20 million units of wet tissues by the end of the year 1993. To do this, the company will set a quota on units to be sold per month for each major areas namely GMA, Luzon and VISMIN (Visayas and Mindanao). The plan also includes extensions of credit lines to worthy wholesalers, orientation of the sales force as to the benefits and attributes of this product being a new product category so as to support Bayer's sales effort. Aside from using conventional media such as TV, radio and print, Bayfresh Cool Wipes will also be advertised by using non conventional media such as transport ads, banners, sponsorships, show to show campaign, LRT ads and inserts to educate the general public about wet tissues and its many uses thereby facilitating product awareness. Thus, it could possibly induce users and non users to try and in the long run patronize the product. Total investment for the marketing plan will amount to P12,385,684 for 1993 but profits of nearly P5.7 million can be expected in the same year. Management will form a committee that will be specifically tasked on monitoring and controlling the launching of this product. This special committee will be composed of a representative from the Metro Manila distributor group, a member from the ad agency, a salesman and the product manager. This will enable the committee to gather precious feedback from both the trade and the consumers which will be analyzed so as to evaluate the product's performance in the market. The committee will conduct its meeting once every two months. Quarterly brand reports will be presented to the Division manager of Consumer Products department of Bayer Phils. The same will also be forwarded to its head office in Germany.