An integrated marketing communications campaign for Powerclean HE Liquid Detergent

• Main Author: Montilla, John Michael M.
• Format: text
• Language: English
• Published: Animo Repository 2021
• Subjects: Powerclean HE Liquid Detergent > Marketing; Detergent industry > Public relations > Philippines; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/7
• Institution: De La Salle University

Powerclean HE Liquid Detergent is a concentrated, low-foaming cleaning solution specially designed for high-efficiency washing machines. According to American Cleaning Institute, front load machine requires a specialized liquid detergent to prevent machine damage and ensure quality cleaning performance, and that detergent is High Efficiency liquid detergent. In the Philippines, there is low awareness with regards to High Efficiency (HE) formulation. Only a few markets, especially the self-service laundry owners, have an idea of what HE liquid detergent is for. This niche market has a lot of potential to grow due to the increasing number of self-service laundry shops. Some competitors like Charlie’s Soap, Sabon Factory, and Mazy’s Marketing Corporation entered this industry. Even the multinational brands like Ariel, Surf, and Breeze are also present in this industry due to laundry shop client’s preference. However, when the pandemic hits the Philippines, it greatly affected a lot of businesses including the laundry industry. The closure of the laundry shops due to community quarantine status has greatly affected the sales of Powerclean HE Liquid Detergent. With this, the overall objective of this campaign paper is to recover the loss sales incurred by the brand due to the pandemic by building brand awareness, penetrating the market, and generating new customers. The researcher conducted an in-depth interview with three (3) laundry shop owners and two (2) laundry staff. The researcher created an interview question for the target respondents, focusing on the awareness and information about the Powerclean HE Liquid Detergent. And after thorough analysis based on the primary and secondary data gathered by the researcher, the researcher’s big idea is “Better Wash, Better Profit”. The big idea was based on the combination of product truth and consumer insight. On one of the interviews, the respondent chose Powerclean HE Liquid Detergent because of its high-quality cleaning performance. As a laundry shop that provides service, it is important for the business to ensure that it meets the customer’s expectation by ensuring the cleanliness of its washed clothes. In order to achieve the objectives, the researcher proposed an integrated marketing communication plan. These campaign tools are digital marketing, personal selling, sales promotion, direct marketing, and public relations. Powerclean HE Liquid Detergent’s campaign maximizes its sales force and social media platform in order to communicate the big idea. For social media platform, there will be a webinar to further increase the information about the Powerclean HE Liquid Detergent as well as improving its communication angle to its Facebook posting. Incentive program for the sales team will also be implemented to further motivate the agents to penetrate the market and look for new laundry shop clients. As a support, sales promotion and marketing materials will be launched to help the sales team achieve the sales target. With the overall budget of Php 202,900 for six months, the researcher aims to generate a Php 5,051,200 sales. The researcher can guarantee that this campaign is a successful one through successfully implementation of sales promotion, incentive programs and effective communications.