ACKNOWLEDGEMENT

The researchers are deeply grateful to their considerate professor Janice Faye Ang. For those who know her, no words are necessary; and for those who do not, no words will be enough.

To our dear parents, who support us all the way, who assisted us on financial matters and who gave us a chance to make this marketing plan possible by allowing us to prepare on weekends and nights.

To our friends and classmates, who shared their knowledge and experience about making marketing plan.

To the University Supreme Student Council (USSC), for allowing us to use their computer services and internet for free.

And above all to our Lord Almighty who give us strength and wisdom for the success of this marketing plan.

Thank You!

TABLE OF CONTENTS I. II. III. IV. V. VI. ACKNOWLEDGEMENT TABLE OF CONTENTS EXECUTIVE SUMMARY MISSION VISION GOALS a. CUSTOMER SATISFACTION b. MARKET OBJECTIVES VII. CURRENT MARKETING SITUATION a. COMPETITIVE ANALYSIS b. TARGET MARKET c. MARKET SEGMENTATION d. MARKET POSITIONING VIII. IX. X. XI. XII. XIII. XIV. MARKET STRATEGY PRICING STRATEGY PACKAGING PROMOTION AND ADVERTISING PLAN SWOT ANALYSIS OBJECTIVE AND ISSUES FINANCIAL STATEMENT a. BALANCE SHEET b. INCOME STATEMENT 17 19
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1 2 4 5 5

5 6

7 8 9 10 11 12 12 13 14 16

XV.

MARKETING TACTICS a. PRODUCT QUALITY b. PRODUCT FEATURES 21 22

XVI.

APPENDICES a. REFERENCE 23

EXECUTIVE SUMMARY This marketing plan is for the production of DEONNE scented tawas powder and whitening deodorant. The DEONNE Company plans to introduce the scented tawas powder whitening deodorant as its initial offering to the public. The DEONNE would have a unique ingredient which will make it stand out from its competitors; it would be using TAWAS (an alternative to commercial deodorant popular in Asian countries, especially the Philippines) as its primary ingredient. Tawas or potassium alum is an astringent/styptic and antiseptic. For this reason, it can be used as a natural deodorant by inhibiting the growth of bacteria responsible for body odor. Use of mineral salts in such a way does not prevent perspiration. Its astringent and/styptic properties are often employed after shaving and to reduce bleeding in minor cuts and abrasions, nosebleeds, and hemorrhoids. DEONNE is made from scented pure mineral salts called potassium alum or tawas from natural crystals from the earth. Being a natural powder with no chemical additives, it is basically used by men and women to neutralize body odors. The goal of this marketing plan is to provide the community with products that would easily satisfy the ever increasing needs of consumer in the Philippine market. The company plans to increase customer awareness of this product through advertising, direct marketing and sales promotion.

MISSION DEONNE Company will produce a product for the promotion of beauty and hygiene of people, DEONNE scented tawas powder and whitening deodorant which is dedicated in giving people quality deodorizer in an affordable price and to give answer to problems of odorous and dark underarms.

VISION DEONNE Company will have the largest market share on the field of making deodorants by creating DEONNE scented tawas powder and whitening deodorant, as a nation widely used deodorant with the high-class quality products in an affordable price.

GOALS CUSTOMER SATISFACTION The Deonne Company is an enterprise promoting beauty and hygiene in the Philippines. The company equates beauty and hygiene with health. DEONNE prides itself on creating a product that would be greatly appreciated by the classic Filipina (female from the Philippines). The DEONNE Company strives to give customer quality product at reasonable prices. Their goal is simple: to provide health and hygiene to their customer, by producing quality products at reasonable prices and bought in easily accessible stores for the great satisfaction of consumer.
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MARKETING OBJECTIVES Increase consumer awareness of the DEONNE product to 67% of the target market. Increase sales and company income through promotional tools and product samples. Return of capital investment within the first year of operation. Increase the profit to 25% per year.

CURRENT MARKETING SITUATION COMPETITIVE ANALYSIS DEONNE scented tawas powder whitening deodorant is a product which aims to answer the call of every woman who has an underarm secret, which are dark and odorous underarms. In a society of the modern technologies, a lot of deodorants were offered in the market. The direct competitors of Deonne will be the Tawas, both in rock and in powder form, that are already been sold to market. This is because those are already been used and available before the Deonne product has been developed. The indirect competitors will be the roll-on and spray deodorants which are well known in the minds of the consumers and though it prevent the odor; has its different disadvantages and side effects in using, like stickiness, cause darkening of underarm, and leave stains in shirts. The potential products will be Rexona, Avon Deodorants, and Secret. The DEONNE Company aims to answer this need with its primary offering: DEONNE scented tawas powder whitening deodorant which is naturally made, whitens underarms, and does not cause stains on shirts.

TARGET MARKET

Male 33%

Female 67%

This product is for ladies, approximately 67% of the population in Central Luzon State University (CLSU), who are not only concerned with their hygiene but are also conscious of the effects of other products on their skin, particularly in the underarm area which is typically the problem of Filipinas with fair, medium or dark skin tone and which are also odorous which starts period from puberty to adulthood.

MARKET SEGMENTATION

Other Univeristy Residents, Employees, 12% 8%

High School Sudents, 17%

College Students, 63%

This product primarily caters to Central Luzon State University (CLSU) residents from middle to upper class families who are aware of the importance of the combination of beauty and hygiene. The segment includes the female university employees with 12% of the female population, students including those in different colleges, dormitories and boarding houses with 63%, high school students with 17% and the remaining 8% for other residents within and outside the university. At the same time, the product could be extended its market to the male employees and students who were aware of the product and also concerned to hygiene.
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MARKET POSITIONING For CLSU residents, students and ladies who are concerned not only with their hygiene but also conscious with effect of other products in their skin, Deonne is the natural and affordable way to answer the problem unlike the use of other products like roll-on and spray deodorants which are already well known in the minds of the consumers that though prevents the odor; has its different disadvantages and side effects in using, like stickiness, darkening of the underarm, and leave stains in shirts. Our product is naturally made, whitens underarms, and does not cause stains on shirts.

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MARKET STRATEGY Due to the increase of different deodorant developed and the changes in the economic position of the country, it will be practical if the consumers will buy Deonne product that is much cheaper and at the same time has a good quality. To promote the advocacy of helping the Filipinas with the problem of dark and odorous underarm with such low budget, the DEONNE Company plans on increasing public awareness of the product through: ADVERTISING (Ads about the product would be shown in university newspapers and magazines, and fliers posted inside the university) PERSONAL SELLING (these people will give out free samples with detailed description benefits of using DEONNE scented tawas and whitening deodorant). SALES PROMOTION (there would be an introductory offer which will totally fit and easily afford by the target market).

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PRICING STRATEGY The company is after the quality and affordability of the product. Since the target market is mostly the students, the top priority is how to minimize the cost of production and at the same time, the quality is not sacrificed. The company will try to sell the product for P12.00, and the wholesale price will be P10.00 each or P120 for 12 pieces. It would also be offered P10.00 per piece and the wholesale price of the product will be P8.00 each or P96.00 for 12 pieces as the introductory price that will be available for one month upon the first appearance of the product to the market, as one of its promotional activities. Its price is based to the cost of its direct competitors, which offered its product with the selling price of P10.00, although the price of the Deonne is P2.00 higher it is reasonable because of its additional product features.

PACKAGING The packaging of the product would be minimalist and basic: the background color of the label represents each scent variants: orange for the orange scent, red for the candy scent, and yellow-gold for the vanilla. The icon of the orange, candies, and vanilla flower are also placed on the label. The font color is white which symbolizes the color of tawas and its purity and naturalness. The packaging is made easily to place in handbags since its shaped like a round object, small and easy to store.

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PROMOTION AND ADVERTISING PLAN GANTT CHART

Apr May June July Aug Sept Oct Nov Dec PROMOTIONAL ACTIVITIES Research Product Launch Fliers Introductory Discount Newspaper Advertisement Research Product improvement Plan

Jan

Feb Mar

According to the Gantt Chart, the company will conduct a research on the first three months, starting from April to June. This includes the test if the product will gain a positive demand from the target market and what kind of promotional activities will be effective in the market. Then, by the month of July, Deonne will be launched in the market. And at the same time, promotions and advertisement will be conducted like posting fliers, setting an introductory discount and advertising on newspapers. The company will conduct another research to determine whether the product has increased its market share and got customer loyalty by gathering feedbacks from the target customers. The research will also aim to know whether product expansion will be necessary to gain more profit. The company will also use personal selling to personally inform the consumers about the product.
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SWOT ANALYSIS STRENGTHS The strengths of DEONNE product stems from being a small scale company. This way, it can be sold in old market, marketing, and other kiosks in CLSU and even outside the university. It is easily accessible since it is being sold to stores that are frequented by many people. TAWAS, being its unique primary ingredient would make it stand out from the usual whitening deodorant. The price isnt that different from a standard deodorant but it has more in terms of value since it is not only a deodorant but a scented and a whitening product as well.

WEAKNESS A possible weakness would be that other products are better known than the DEONNE product; therefore, consumers would tend to lean more towards popular merchandise.

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OPPORTUNITY Since the female buyer is bigger and some may welcome a new addition to its usual array of products, if the DEONNE Companys initial offering to the public would be a success, it can offer other products with similar range such as whitening soaps, lotion, face toners, etc. since Deonne is under in hygienic industry which promotes wellness. The company can expand and offer its product to wider market locally and in even internationally.

THREATS Possible threats could be more competition for new companies with the same purpose and industry may come in to take more of the market share for these types of products. Possible complaints did not work or is not compatible with every type of skin tone.

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OBJECTIVE AND ISSUES A dark and odorous underarm is one of the major problems of Filipinas nowadays because it affects their physical appearance. Having this serious problem, consumer should be aware of the products they used to prevent their problem. To answer the growing problem of Filipinas today, DEONNE scented tawas powder and whitening deodorant, is developed to whiten the dark underarm and to say no to bad odor. The product is health and hygiene friendly and affordable because its raw

materials are naturally made, proven effective and available for only P12.00 compared to the regular roll-on deodorant which cost not lower than P60.00. It is due to the increase of different deodorant products developed and the changes in the economic position of the country, that it will be more practical if the consumers will buy Deonne product, which is much cheaper and at the same time has a good quality.

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PROJECTED 5-YEAR BALANCE SHEET

Expenses: Tawas Packaging Scents Wages Advertising expense TOTAL 6000.00 2560.00 8 900.00 6000.00 1080.00 15 640.00

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PROJECTED 5-YEAR INCOME STATEMENT The Company assumes that on the first year, the monthly sales will be more or less 2000 units and it is expected to increase the sales for the next two years of 21% and 4% respectively but an expected decrease of 6.9% on the fourth year and 3.8% increase on sales for the fifth year. The estimated cost per unit will be P8.00 fixed cost that will be computed to identify the cost of production.

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MARKETING TACTICS PRODUCT QUALITY DEONNE scented tawas powder and whitening deodorant, was made and planned well first, to ensure the health of the consumers and second, to exercise hygiene to our body. The product consists mainly of the Tawas or potassium alum, which is natural and safe because our body isnt absorbing potentially harmful chemicals and toxins. Its a much safer alternative and it also prevents odor-causing bacteria and is hypoallergenic because many commercially prepared deodorants and antiperspirants irritates the skin, causing rashes and allergic reactions while tawas is a natural element that your body is accustomed to processing and rarely causes any type of allergic reaction. Unlike other products like roll-on deodorants, it doesnt stain your clothes while effectively and gently whitens the skin. Moreover, the scents which will be combined with tawas are those which are already available in the market. The scents that will be used are from the extracted essence of vanilla and oranges while artificial flavor for the candy scent.

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PRODUCT FEATURE DEONNE scented tawas powder whitening and deodorant has its main ingredient which is TAWAS or potassium alum, astringent/styptic and antiseptic, that can be used as a natural deodorant by inhibiting the growth of the bacteria for body odor. It also prevents perspiration. DEONNE is not only a deodorant but a deodorant that whitens dark, fair and medium skin tones of underarm. It has also different scents that will add to the attraction of the consumer to the product.

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APPENDICES REFERENCES Encyclopedia of Professional Management Volume 1 and Volume 2 by Bittel Ramsey http://en.wikipedia.org/wiki/Potassium_alum http://ehow.com/how_5590813_use-tawas-deodorant.html#ixzz1yfO96FHq http://google.com.ph/search?/potassium-alum-advantages http://www.scribd.com/doc/5573155/Balance-Sheet-Projected http://www.mindtools.com/pages/article/newPPM_03.htm http://www.steljevraag.nl/viewquestion?questionID=340 http://phamzy.hubpages.com/hub/NATURAL-TAWAS-CRYSTAL-DEODORANT

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PACKAGING LABEL

Direction for use: Use daily after bath

DEONNE DEONNE
Scented Tawas Powder
Candy
Keep your hands up

Scented Tawas Powder

Orange

Keep your hands up

Packed by: DEONNE Ent., Inc.

Packed by: DEONNE Ent., Inc. CLSU-HRDM

CLSU-HRDM

Scented Tawas Powder

DEONNE

Scented Tawas Powder

Keep your hands up

Packed by: DEONNE Ent., Inc. CLSU-HRDM Packed by: DEONNE Ent., Inc. CLSU-HRDM

Orange

DEONNE
Direction for use: Use daily after bath

Keep your hands up

Candy

DEOnNE
Scented Tawas Powder Scented TawasPowder

Scented Tawas Powder

Vanilla

DEONNE
Direction for use: Use daily after bath

Keep your hands up

Keep your hands up

Vanilla

Packed by: Packed by: DEONNE Ent., Inc. CLSU-HRDM CLSU-HRDM DEONNE Ent., Inc.

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FINISHED PRODUCTS

Top View

Front View

Vanilla

Candy

Orange

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RAW MATERIALS

Tawas (Potassium Alum)

Powdered Tawas (Potassium Alum)

Container

Scents

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