Paolovirata.10 stepsmarketingplan
- 1. 10 STEP Marketing Plan for Divosan Active Pao Virata September 2011 Prof. Bong De Ungria pRUNSViRATA www.prunsvirata.blogspot.com
- 2. pRUNSViRATA Disclaimer This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria¡¯s AGSB marketing management class. The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports. When appropriate, data are ¡°masked¡± so as not to create unexpected conflicts. The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. www.prunsvirata.blogspot.com
- 3. pRUNSViRATA Steps 1 to 5 Clean is just the beginning 1. Divosan Active PTM are Food Manufacturing Plants ¨C Dairy , Processed Foods and Beverages 2. Who want to eliminate Salmonella species in their plants. 3. Can choose Divosan Active and Vortexx 4. Gap is all other brands that can kill Salmonella microorganism and providing savings 5. Market size is Php 500 Million. Divosan Active niche is Php 160 Million. www.prunsvirata.blogspot.com
- 4. Steps 6 to 10 pRUNSViRATA For a cleaner and healthier future 6. Divosan Active is a 5% Peracetic acid, non- selective, broad spectrum fast acting disinfectant 7. Is priced 10% less than Vortexx but 30% more than Sanosil 8. Uses trials and experiences 9. Is distributed nationwide 10. Uses differentiation strategy approach to win www.prunsvirata.blogspot.com
- 5. pRUNSViRATA 1. Divosan Active PMT are Food Manufacturing Plants ? Manufacturing plants all over the country ? Production of Processed Foods, Dairy and Beverages ? 24 hour production of food with cleaning and sanitation every batch and weekly deep clean for the plant www.prunsvirata.blogspot.com
- 6. pRUNSViRATA 2. Food Manufacturing Plants have unique needs, wants and demands ? Food Manufacturing Plants needs to pass the BFAD standards and gain certification through excellent cleaning and sanitation program thus achieving self actualization. ? Food Plants prefer Divosan Active because of the brand equity, awareness of company, brand promise, FDA approval, local government certificates, continuous service of sales people ? Food plants demands 100% Kill Rate efficiency specifically Salmonella. That they will be more confident their products are free from contamination. www.prunsvirata.blogspot.com
- 7. pRUNSViRATA 3a. Divosan Active has many competitors Direct : Divosan Hypochlorite, Suma Antibac, Vortexx, Sanosil, Aneosteril Indirect : Hot water flushing , Household disinfectants , Sterilization Variables : Types of microorganism, Price, Specific use, Packaging, Ease of Use, Availability, Types of application, Brand promise of efficacy www.prunsvirata.blogspot.com
- 8. 3b. Divosan Active is premium compared to the pRUNSViRATA competition Price vs. Plant Type Price/ Type Processed Dairy Beverages Pharma Matrix Foods Divosan Divosan Divosan Divosan Active Active Active Active High price Vortexx Vortexx Vortexx Vortexx Divosan Hypochlorite Divosan Divosan Divosan Low Price Sanosil Hypochlorite Hypochlorite Hypochlorite Sanosil Sanosil Sanosil www.prunsvirata.blogspot.com
- 9. 3b. Divosan Active promises more customer pRUNSViRATA satisfaction that the other products Benefit Positioning vs. Brand Matrix Divosan Divosan Suma Functional Benefit Active Hypo Vortexx Sanosil Antibac 100 % kill rate Peracectic acid Chorine based <4hours efficacy >4 hours efficacy No rinse Easily Application No Foul odor Cost effective Divosan Active has more benefits than the competition. www.prunsvirata.blogspot.com
- 10. pRUNSViRATA 4. Divosan Active positions strongly in the niche market opportunity Divosan Active is the only chemical sanitizer ? That¡¯s gives 100% kill rate efficiency to most microorganisms ? Eradicates and controls salmonella growth ? Gives peace of mind to plant managers ? That address the ease of use concerns of the customers. Vortexx and Sanosil are trying to copy the chemical composition of Diivosan Active and the cleaning procedure that we follow. Addressing the Salmonella issue of the plant is the biggest edge of Divosan Active www.prunsvirata.blogspot.com
- 11. pRUNSViRATA 4. Divosan Active lives to Diversey¡¯s positioning statement Source : www.diversey.com www.prunsvirata.blogspot.com
- 12. pRUNSViRATA 4. Divosan Active positions itself as a highly effective disinfectant Divosan Active is a non-selective, fast-acting terminal disinfectant for use in a wide range of applications in the Food and Beverage Industries. ? Features/Benefits Oxidising Broad spectrum biocidal action Easy to use Miscible with water in all proportions Versatile Suitable for use in all water hardness and Source : Product Information System www.diversey.com www.prunsvirata.blogspot.com
- 13. 5a. Based on our internal survey cleaning and pRUNSViRATA sanitation market is Php 500 M and Divosan Active niche is Php 160 M June 2011 : Market Size for Chemical Sanitizer used in Food Manufacturing Plants is Php 500 Million Diversey : 45% Ecolab: 30% Lab Anyos: 15% Others: 5% Source : Diversey Philippines Marketing Survey June 2011 Business World June 2011 NEDA Statistics June 2011 www.prunsvirata.blogspot.com
- 14. pRUNSViRATA 5b. Based on Diversey data where Divosan Active share is 15% of the Php 500 Million market 1. Diversey Data : Total Sanitizer Sales as of June 2011 is Php 160 Million 2. Diversey Claims 15% market share for Divosan Active 3. Total Sanitizer market size for Divosan Active is Php 75 Million/ 0.15 = Php 500 Million Source : Diversey Philippines Marketing DataJune 2011 www.prunsvirata.blogspot.com
- 15. pRUNSViRATA 5c. Consumer data indicates a size of Php 550 Million Chemical Sanitizer usage : 150 plants X 5 areas X 2 cleaning schedule X ? carbouy X 4,000 per carbouy X 365 = Php 550 Million Source : Diversey Philippines Marketing DataJune 2011 www.prunsvirata.blogspot.com
- 16. pRUNSViRATA 5d. Concluded that Chemical Sanitizer Market is Php 550 Million 1. Competitor data : Php 500 Million 2. Company Data : Php 500 Million 3. Consumer Data : Php 550 Million Source : Diversey Philippines Marketing DataJune 2011 www.prunsvirata.blogspot.com
- 17. pRUNSViRATA 6.Divosan Active like Vortexx is contained in carbouys www.prunsvirata.blogspot.com
- 18. pRUNSViRATA 6a.Divosan Active and its competitors are packed in the same way Divosan Active and the other chemical sanitizers are packed in 20 liters carbouy. These are the only packaging available for the said type of chemicals. The reason behind it is, food processing plants needs large amount of chemicals for their operations. www.prunsvirata.blogspot.com
- 19. pRUNSViRATA 6b. Divosan Active positions itself as a highly effective disinfectant Divosan Active is a non-selective, fast-acting terminal disinfectant for use in a wide range of applications in the Food and Beverage Industries. ? Features/Benefits Oxidising Broad spectrum biocidal action Easy to use Miscible with water in all proportions Versatile Suitable for use in all water hardness and Source : Product Information System www.diversey.com www.prunsvirata.blogspot.com
- 20. pRUNSViRATA 7. Divosan Active is prices 10% less than Vortexx and 30% more compared to Sanosil Divosan Divosan Suma Price Active Hypo Vortexx Sanosil Antibac 20 Liter Carbouy 4,000 3,200 4,400 2,800 6,000 Divosan Active is more cost efficient with regards to total consumption versus the competition. www.prunsvirata.blogspot.com
- 21. pRUNSViRATA 8. Divosan Active uses Experiences through trials,Personal selling and word of mouth 2 1 3 www.prunsvirata.blogspot.com
- 22. pRUNSViRATA 8a. Divosan Active should be promoted aggressively to capture the market ? Product Presentations ? This should be done to new customers ? Trials ? Tap competitors¡¯ existing customers and propose a side by side trial ? Food Expo ? Participation in Exhibits to promote awareness of the product and gain new customers ? Seminars ? Conduct seminars regarding the product and its benefit to the customers ? Sponsorships ? Sponsor top decision makers of the food processing plants to open new potential customers www.prunsvirata.blogspot.com
- 23. pRUNSViRATA 8b. Divosan Active¡¯s competitors are more aggressive with regards to marketing promotion Divosan Divosan Suma Activities Active Hypo Vortexx Sanosil Antibac Product Presentation Trials Seminars Sponsorship Food Expo/ Exhibits Diversey should strengthen its Marketing activities to secure the market. www.prunsvirata.blogspot.com
- 24. pRUNSViRATA 9. Divosan Active is distributed nationwide through our distributors and direct deliveries ? Direct deliveries from our warehouses to the food manufacturing plants ? Available through some authorized distributors of Diversey products www.prunsvirata.blogspot.com
- 25. 10. Divosan Active¡¯s competitive strategy is to pRUNSViRATA differentiate itself from the other chemical sanitizers in the market. Divosan Active¡¯s main strategy is to differentiate its product from the competition through trials and experiences in the food processing plants. It benefits from the distribution leverage of having a third party logistics to deliver their products. Has an excellent, premium priced, product distributed nationwide. www.prunsvirata.blogspot.com
- 26. SUMMARY pRUNSViRATA www.prunsvirata.blogspot.com
- 27. pRUNSViRATA Steps 1 to 5 Clean is just the beginning 1. Divosan Active PTM are Food Manufacturing Plants ¨C Dairy , Processed Foods and Beverages 2. Who want to eliminate Salmonella species in their plants. 3. Can choose Divosan Active and Vortexx 4. Gap is all other brands that can kill Salmonella microorganism and providing savings 5. Market size is Php 500 Million. Divosan Active niche is Php 160 Million. www.prunsvirata.blogspot.com
- 28. Steps 6 to 10 pRUNSViRATA For a cleaner and healthier future 6. Divosan Active is a 5% Peracetic acid, non- selective, broad spectrum fast acting disinfectant 7. Is priced 10% less than Vortexx but 30% more than Sanosil 8. Uses trials and experiences 9. Is distributed nationwide 10. Uses differentiation strategy approach to win www.prunsvirata.blogspot.com
- 29. 10 STEP Marketing Plan for Divosan Active Pao Virata September 2011 Prof. Bong De Ungria pRUNSViRATA www.prunsvirata.blogspot.com