A proposed marketing plan for body shield family germicidal soap

• Main Authors: De Dios, Angelo Gabriel Rene J., Sison, Ila Dane Frances A., Sy, Cole Lennon V., Zubiri, George Mikel, III
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18194
• Institution: De La Salle University

The group's proposed marketing plan is for Abot Kaya Pilipino, Inc. The intended strategies of the marketing plan were applied to one of the company's products, a bath soap called Body Shield. By request of the company, some strategies were made with the intention to build awareness for the company as a whole and to promote their advocacy of quality products at very affordable prices. Being a start-up company with a tight investment budget of Php3,262,000.00, the main strategy is to promote Body Shield through different below-the-line advertising programs such as tricycle and jeepney stickers and tarpaulins, mirror ads and human billboards Public Relation programs such as Handog Paligo, an event that attempts to break or challenge an existing world record, Handog Pahinga sa Butihing Ina, an event to pamper mothers and a series of Handog Paligo 2 programs every quarter in different locations around Metro Manila and Sales promotions such as product samples, freebie raffles and product bundles. To be able to keep Body Shield selling at an affordable price, a distribution channel eliminating middlemen was created. Thus, the product will only be made available through the Puregold chain of Supermarkets, Abot Kaya neighborhood stores, wet markets, small convenience stores and sari-sari stores. The strategies mentioned above were made to create brand awareness of 30% by the end of 2012, and to attain a market share of at least 1% by the end of 2016.