Happy Feet- Marketing Plan
I. EXECUTIVE SUMMARY
The following marketing plan forms the basis for the introduction of a new innovative product by the Unilever Philippines Incorporated. The analysis allows us to outline the best strategies to follow for the achievement of the company’s strategic goals. “happy-feet” will be marketed as a unique functional foot deodorizer insole while striving to reinforce the company’s status as the leader in innovation and successful product launches.
The marketing strategies will enable to reach a market size of an estimated 11,655,932 people (targeted) with a forecasted sales growth prospect of 25.085% over the next 3 years (₱2,399,227,236 profits),while satisfying the needs of the still-unserved market for easy-to-use foot-deodorizer insole. Success will be reflected by a sizeable capture of market shares within this market, while strategically carrying the company up to the top spot as the market leader in the functional foot deodorizer segment.
II. CHALLENGE
Brief Description of the Company
UNILEVER Philippines, Inc. is a leading manufacturer of laundry detergents and soaps, shampoos and hair conditioners, toothpastes, deodorants, skin care products, household cleaners, and toilet soaps with an annual sales of over 14 billion pesos. With 400 brands spanning 14 categories of home, personal care and foods products, no other company touches so many people's lives in so many different ways.
Everyday Unilever works to create a better future. Unilever helps people feel for nutrition, hygiene and personal care with brands and services that are good to
It employs over 1,000 people nationally. Aside from Unilever Philippines, other Unilever subsidiaries in the country include Selecta Wall's Inc. and California Manufacturing Company (Unilever Bestfoods).
Unilever works closely with other NGO's to protect and improve the environment. In year 2000, the company received recognition for its environment management systems with an ISO 14001
The following marketing plan forms the basis for the introduction of a new innovative product by the Unilever Philippines Incorporated. The analysis allows us to outline the best strategies to follow for the achievement of the company’s strategic goals. “happy-feet” will be marketed as a unique functional foot deodorizer insole while striving to reinforce the company’s status as the leader in innovation and successful product launches.
The marketing strategies will enable to reach a market size of an estimated 11,655,932 people (targeted) with a forecasted sales growth prospect of 25.085% over the next 3 years (₱2,399,227,236 profits),while satisfying the needs of the still-unserved market for easy-to-use foot-deodorizer insole. Success will be reflected by a sizeable capture of market shares within this market, while strategically carrying the company up to the top spot as the market leader in the functional foot deodorizer segment.
II. CHALLENGE
Brief Description of the Company
UNILEVER Philippines, Inc. is a leading manufacturer of laundry detergents and soaps, shampoos and hair conditioners, toothpastes, deodorants, skin care products, household cleaners, and toilet soaps with an annual sales of over 14 billion pesos. With 400 brands spanning 14 categories of home, personal care and foods products, no other company touches so many people's lives in so many different ways.
Everyday Unilever works to create a better future. Unilever helps people feel for nutrition, hygiene and personal care with brands and services that are good to
It employs over 1,000 people nationally. Aside from Unilever Philippines, other Unilever subsidiaries in the country include Selecta Wall's Inc. and California Manufacturing Company (Unilever Bestfoods).
Unilever works closely with other NGO's to protect and improve the environment. In year 2000, the company received recognition for its environment management systems with an ISO 14001