Research Paper

Topics: Laundry detergent, Detergent, Brand management Pages: 45 (10684 words) Published: January 19, 2013
In the Philippines, the chemical industry has been around since the 19th century. Its roots can be traced locally to small scale undeveloped productions that involve simple chemical processes. During the 1850’s leather footwear were already being manufactured in some cities of Bulacan, using the local Kamachile plant as a tanning material for the leather through the use of its oil tannin extract. It was only in 1875 where soap making was recognized as a trade in the country through the use of coconut oil and alkali mixture from wood ashes in iron pots. At the beginning of the 20th century, more significantly advanced chemical processes began to transpire in the soap making trade. It was in the year 1911 where the first modern soap factory was built, and shortly after, many more factories were being built. Sales rose intensively and advertising was rampant, and it was because of these activities that the Philippines gained a developed market for soap. By the time that the World War II began, The Philippines had already 135 soap establishments, of which only three were using modern methods. During those years, Filipina housewives made use of soap flakes to clean their clothes. It was Procter & Gamble, who first entered the Philippines in 1935 by acquiring the Philippine Manufacturing Company (PMC) that expanded its international presence in the country. P&G introduced many laundry care products beginning with Perla in 1949, and PMC laundry soap in 1952. In 1957, Tide was introduced by P&G to the Philippines and revolutionized the way Filipinos do their laundry. It was the first of its kind in the local markets and was considered such an innovation with the way it reacted with hard water that was used in laundry activities that were traditionally obtained from deep wells around the country. The introduction of Tide made a great impact in the soap making industry. After the introduction of Tide, P&G introduced more laundry care products. Among others are Ariel Detergent Powder (1968), Gain & Bonus Detergent Powder (1969), Daz Detergent Bar (1971), Lava Detergent Liquid (1972), Mr. Clean Detergent Bar (1975), and Tide Detergent Bar (1985). It was 1987 when The Philippine Surfactant Industry achieved its tremendous growth by the passage of Executive Order (EO) No. 259, which mandates the use of indigenous coco-based surfactants, e.g. coconut fatty alcohol sulfates (CFAS). Presently, the soap and detergent industry is formulating its products with a minimum 60% local content primarily using CFAS. The same EO still allows the use of petroleum-based surfactants up to 40% maximum. Today, there are many brands of detergents in the Philippines. Among the popularly used are (in alphabetical order): Ariel, Champion, Mr. Clean, Perla, Pride, Speed, Surf, and Tide. This paper will focus on Champion Detergent, a locally produced laundry detergent that has been in the market for 27 years. Champion Detergent is the number one local brand detergent in Northern Luzon and Visayas. With that in mind, this paper strives to determine the brand’s health among the service worker labor population in the country, and to provide an in depth analysis of the brand to determine its condition in the market. II. RESEARCH DESIGN AND SAMPLING

A. Survey’s specific objectives
1. To be able to identify the strengths and weaknesses of the 4Ps of Champion laundry detergent. 2. To be able to identify the strengths and advantages of the current leading laundry detergent brand. 3. To be able to recommend to the employer what could be improved on in order to match the leading brand. 4. To find out awareness usage and attitude of the people towards Champion laundry detergent. B. Survey respondent definition

In view of the fact that the target respondents of this study are the service workers, the researchers had decided to choose laundry detergent as the object of the study. Among the many competing laundry...
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