paolovirata.10 stepsmarketingplan

Pao VirataSeptember

2011

Prof. Bong De Ungria

pRUNSViRATA

www.prunsvirata.blogspot.com

10 STEP Marketing Plan for Divosan Active

pRUNSViRATA


DisclaimerThis 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.

pRUNSViRATA


Steps 1 to 5

Clean is just the beginning

1. Divosan Active PTM are Food Manufacturing Plants – Dairy , Processed Foods and Beverages

2. Who want to eliminate Salmonella species in their plants.

3. Can choose Divosan Active and Vortexx4. 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.

pRUNSViRATA


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 nationwide10. Uses differentiation strategy approach to win

Steps 6 to 10

For a cleaner and healthier future

pRUNSViRATA


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

1. Divosan Active PMT are Food Manufacturing Plants

pRUNSViRATA


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.

2. Food Manufacturing Plants have unique needs, wants and demands

pRUNSViRATA


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

3a. Divosan Active has many competitors

pRUNSViRATA


3b. Divosan Active is premium compared to the competitionPrice vs. Plant Type

Price/ Type Matrix

Processed Foods

Dairy Beverages Pharma

High price

Low Price

DivosanActive

DivosanActive

DivosanActive

DivosanActive

Vortexx Vortexx Vortexx Vortexx

Divosan Hypochlorite




SanosilSanosil Sanosil Sanosil

pRUNSViRATA


3b. Divosan Active promises more customer satisfaction that the other productsBenefit Positioning vs. Brand Matrix

Functional BenefitDivosan Active

Divosan Hypo Vortexx Sanosil

Suma Antibac

100 % kill ratePeracectic acidChorine based<4hours effi cacy>4 hours effi cacyNo rinseEasily ApplicationNo Foul odorCost effective

Divosan Active has more benefits than the competition.

pRUNSViRATA


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

4. Divosan Active positions strongly in the niche market opportunity

pRUNSViRATA


Source : www.diversey.com

4. Divosan Active lives to Diversey’s positioning statement

http://www.diversey.com/

pRUNSViRATA


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/BenefitsOxidising Broad spectrum biocidal actionEasy to use Miscible with water in all proportionsVersatile Suitable for use in all water hardness and

Source : Product Information System www.diversey.com

4. Divosan Active positions itself as a highly effective disinfectant


pRUNSViRATA


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

5a. Based on our internal survey cleaning and sanitation market is Php 500 M and Divosan Active niche is Php 160 M

pRUNSViRATA


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

5b. Based on Diversey data where Divosan Active share is 15% of the Php 500 Million market

pRUNSViRATA


Chemical Sanitizer usage :

150 plants X 5 areas X 2 cleaning schedule X ½ carbouy X 4,000 per carbouy X 365 = Php 550 Million


5c. Consumer data indicates a size of Php 550 Million

pRUNSViRATA


1. Competitor data : Php 500 Million

2. Company Data : Php 500 Million

3. Consumer Data : Php 550 Million


5d. Concluded that Chemical Sanitizer Market is Php 550 Million

pRUNSViRATA


6.Divosan Active like Vortexx is contained in carbouys

pRUNSViRATA


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.

6a.Divosan Active and its competitors are packed in the same way

pRUNSViRATA


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/BenefitsOxidising Broad spectrum biocidal actionEasy to use Miscible with water in all proportionsVersatile Suitable for use in all water hardness and

Source : Product Information System www.diversey.com

6b. Divosan Active positions itself as a highly effective disinfectant


pRUNSViRATA


7. Divosan Active is prices 10% less than Vortexx and 30% more compared to Sanosil

PriceDivosan Active


Suma 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.

pRUNSViRATA


8. Divosan Active uses Experiences through trials,Personal selling and word of mouth

1

2

3

pRUNSViRATA


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

8a. Divosan Active should be promoted aggressively to capture the market

pRUNSViRATA


8b. Divosan Active’s competitors are more aggressive with regards to marketing promotion

ActivitiesDivosan Active


Suma Antibac

Product PresentationTrialsSeminarsSponsorshipFood Expo/ Exhibits

Diversey should strengthen its Marketing activities to secure the market.

pRUNSViRATA


Direct deliveries from our warehouses to the food manufacturing plants

Available through some authorized distributors of Diversey products

9. Divosan Active is distributed nationwide through our distributors and direct deliveries

pRUNSViRATA


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.

10. Divosan Active’s competitive strategy is to differentiate itself from the other chemical sanitizers in the market.

pRUNSViRATA


SUMMARY

pRUNSViRATA


Steps 1 to 5

Clean is just the beginning

1. Divosan Active PTM are Food Manufacturing Plants – Dairy , Processed Foods and Beverages

2. Who want to eliminate Salmonella species in their plants.

3. Can choose Divosan Active and Vortexx4. 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.

pRUNSViRATA


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 nationwide10. Uses differentiation strategy approach to win

Steps 6 to 10

For a cleaner and healthier future

Pao VirataSeptember

2011

Prof. Bong De Ungria

pRUNSViRATA


10 STEP Marketing Plan for Divosan Active

paolovirata.10 stepsmarketingplan

Business

divosan active positions

divosan active niche

divosan active pmt

divosan active ptm

divosan active lives

divosan active promises

biggest edge of divosan

hour production of food