Its publication is for written group report aiming for submission to the group’s course Advertising Practice for he finals of the academic year 2014-2015. The marketing plan looks at the current market for Happen Toothpaste and seeks to identify trends which will influence the market to consume and support the product. It looks at Happen Toothpaste place within the market now, and how it can compete with other major international brands through recommendation of marketing objective and strategy.
The analysis looks at the strengths and weaknesses of the Laywoman Corporation Happen Toothpaste brand, and how these should help influence the Company’s response to opportunities and threats in the marketplace. It also looks at the strengths, weaknesses, opportunities and threats of two chosen competitor brand for a comparative study. It also looks in detail at the features of Happen Toothpaste and the benefits these deliver to customers. From this analysis, the marketing plan identifies a number Of target markets whose needs are most closely matched by the benefits provided by Happen Toothpaste.
Finally, the marketing plan sets targets for penetration by the brand into these target markets and how it can keep pace from other major competitors, and lists the strategies which the company can SE to achieve these goals. It looks at the governance of the Laywoman Corporation, and the changes necessary for it to be able to deliver the brand. The authors would like to thank all the members of the group who have contributed to the completion of the group written report and for Professor Queue’s guidance to make the SOOT Analysis and Marketing Plan.
INTRODUCTION Toothpaste industry in The Philippines is dominated by large multi-national companies making local brand behind top product choice in oral care products. Happen Toothpaste has already gained its share and position in the coal market, the group chose to do a SOOT Analysis and Marketing Plan for the Laywoman Corporation Happen Explosive Menthol Red for the product to be the top choice of consumers and elevate its current position in the industry.
Moreover, the marketing mix that contains the Product, Price, Distribution and promotion and the target marketing profile which includes the demographics, chirography’s and the geographic is further discussed and evaluated in the second chapter. For the last chapter, the recommendations in marketing and objective strategy are tackled. And as a aspect to the authors of the references we have based on, the sources can be found here, under the appendices.
This one is a publication made by first year students of Advertising Arts from the College of Fine Arts and Design in the pontifical and Catholic university of the Philippines – the University of Santos Thomas, and this aims to be submitted for the finals of the group’s course Advertising Practice for the second semester of the academic year 2014-2015. Having this paper made, it may help to provide awareness and serve as a guide for those who seem to be interested in creating or even re- reading another SOOT analysis and marketing plan.
If given the chance to be read by the corporation itself, this may help to strengthen their product and be aware of how the students of Advertising Arts see their product. This can help in their evaluation. CHAPTER I INDUSTRY BACKGROUND The Laywoman Corporation is the first Filipino Company to succeed in penetrating the local toothpaste industry, long dominated by multinationals, with the company’s own brand of toothpaste, Happen. Aluminum Containers, Inc. , owned by Dry. Cecilia Pedro, becomes the major supplier of aluminum ellipsoidal toothpaste tubes to Colgate-Palmolive Co.
Procter and Gamble co. , and the Philippines Refining Company (PRE) now Milliner Group. The companies that they supply began to use plastic laminated tubes instead of aluminum collapsible tubes. Reluctant to dispose of the factory’s equipment, Dry. Pedro decides to reopen his factory as Laywoman Corporation, the first Filipino company to penetrate the toothpaste industry. With only less than 20 employees, the company produces world-class brands Happen and Kuwaiti at affordable prices. Happen toothpaste, the toothpaste brand of Laywoman Corporation, sponsors the 1 988 Philippine Olympic Delegation.
Laywoman Corporation is recognized as the official toothpaste of the Olympics to Seoul, South Korea. The company decides to expand its business to neighboring countries such as China, Vietnam, and Indonesia. Happen toothpaste exports to the Middle East, Papua New Guiana, Russia, and Hong Kong. It looks forward to “bigger and greater heights” as it celebrates its 25th Anniversary last 2013. PESTLE ANALYSIS Factors Impact on the Product Politics Economics Social Colonial Mentality Manner has a population of 50 million people, about half of the Philippine population.
Most consumers believes that anything produced outside The Philippines is better thus making toothpaste industry dominated by large multinational companies. Manner’s growing population offers expansion opportunities for its toothpaste business. Multinational toothpaste manufacturers are still not in Manner. Technological Today, people expect to have access to readily available information. Customers may research many different products and companies online. Weak online presence results in lost opportunities for Happen Toothpaste gal Environment SOOT ANALYSIS OF THE BRAND AND ITS COMPETITORS
Self-Care Brands Strengths Weaknesses Opportunities The reads Happen 1 . Lower costs lead to higher profits for Happen Toothpaste. A low cost leader can undercut rivals on price. 2. A strong brand name is a major strength of Happen Toothpaste. This gives Happen Toothpaste the ability to charge higher prices for their products because consumers place additional value in the brand. 1 . The online market is essential for displaying information and selling products. A weak online presence can result in lost opportunities for Happen Toothpaste. 2.
Weak management increases business risks and reduces profits for Happen Toothpaste, because they are responsible for the health of the business. ‘Weak Management (Happen Toothpaste) has a significant impact, so an analyst should put more weight into it. “Weak Management (Happen Toothpaste)” will have a long-term negative impact on this entity, which subtracts from the entity’s value. 3. Weak R&D can slow Happen Toothpaste’s growth as competitors out- innovate Happen Toothpaste. 1 . Emerging markets are fast growing regions of the world that enable Happen Toothpaste to quickly expand. . New markets allow Happen Toothpaste to expand their business and versify their portfolio of products and SE;ices. 3. The online market offers Happen Toothpaste the ability to greatly expand their business. Happen Toothpaste can market to a much wider audience for relatively little expense. 4. Greater innovation can help Happen Toothpaste to produce unique products and services that meet customers needs. New technology helps Happen Toothpaste to better meet their customers needs with new and improved products and services.
Technology also builds competitive barriers against rivals.. This qualitative factor will lead to a decrease in costs. 5. New products can help Happen Toothpaste to expand their business and diversity their customer base. 6. Investments in countries with no multinational toothpaste manufacturers. 1. International competitors are numerous and difficult to combat, because they can have many competitive advantages that give them an advantage over Happen Toothpaste. “International Competition (Happen Toothpaste)” has a significant impact, so an analyst should put more weight into it. . The availability of substitute products hurts Happen Toothpaste’s ability to raise prices, because customers can easily switch to another product or arrive. Colgate 1 . Geographically diverse business and revenue should help shield the business from shocks in any one part of their business. 2. “HER Block Name And Reputation” is a difficult qualitative factor to defend, so competing institutions will have an easy time overcoming it. 3. Strong Brand Name 1 . Continuous product Recalls Hurts Brands and profits 2. Limited Product Expansion 3.
Business Structuring, business is undergoing a major restructuring and switch in revenue sources, which may harm the future of the company. 1 International Expansion, Expansion over abroad brings synergies to a many, because they would have a larger customer base. 2. Demand from emerging markets is helping growth and margins. Emerging markets create new opportunities to expand products from the developed world. 3. Streamlining the operations and cutting cost may have positive effect on cash flow and growth. 1 .
In an effort to save money, customers tend to downgrade from premium brands to private label products. This hurts companies that specialize in premium products. 2. Volatile commodity prices increase the risk to the company, since a sudden change in commodity prices can hurt profits and increase the chances of inerrancy. Close Up 1 . Customers typically rebel against price increases by switching to competing products, but if a company has pricing power, customers will continue using Close up toothpaste’s products and services. 2.
A strong brand name is a major strength of Close up toothpaste. This gives Close up toothpaste the ability to charge higher prices for their products 3. Unique products help distinguish Close up toothpaste from competitors. 1 . A weak cost Structure means Close up toothpaste?s costs are high in comparison to their competitors. 2. A weak brand means Close up toothpaste can’t charge the same prices for odds and services as their competitors do not value the brand. 1. New technology helps Close up toothpaste to better meet their customer’s needs with new and improved products and services. . Greater innovation can help Close up toothpaste to produce unique products and services that meet customer’s needs 3. New products can help Close up toothpaste to expand their business and diversity their customer base. 1. A bad economy can hurt Close up toothpaste’s business by decreasing the number of potential customers. 2. Intense competition can lower Close up toothpaste’s profits, because interiors can entice consumers away with superior products. 3. Consumers can change their tastes very quickly.