Marketing Laundry Detergent Bars in the Philippines
Marketing Laundry Detergent Bars in the Philippines
Introduction, Benefits, Corporate Social Responsibility, Packaging and Conclusion
Redmond Yu
(Juro Ongkiko, Robert Tan, Kevin Cheu)
High 3F (Academic), Xavier School
School Year 2010-2011
. I. Introduction A. Today’s Market . B. Two Brands . 1) Tide . 2) Surf Thesis Statement: Comparing our product, Cleanex, with prominent rival brands, Tide and Surf, in terms of benefits, corporate social responsibility and packaging is integral in marketing a new laundry detergent product.
II. Benefits . A. Tide . B. Surf . C. Cleanex . III. Corporate Social Responsibility . A. Tide B. Surf C. Cleanex
IV. Packaging A. Tide B. Surf . C. Cleanex . VI. Conclusion . A. Meeting Marketing Demands . B. Overall Appeal C. Seeing the Reality of Marketing
Marketing Laundry Detergent Bars in the Philippines
Benefits, Corporate Social Responsibility, and Packaging
Introduction Raymond Albert G. Antonio, marketing manager for the laundry and home care division for Henkel Philippines Inc., mentioned that laundry detergent bars account for 44 percent of the laundry detergent market here in the Philippines (Arceo-Dumlao, 2010). Meanwhile, Antonio’s superior, Henkel Philippines President Dr. Norman Goldberg, says, “The detergent market is a very huge market, but very competitive players are engaged in cut-throat competition. (German detergent, 2010).” The detergent market, in itself, is comprised of several subdivisions that include powder detergent, detergent bars. While some may think that one variant is superior over the other, both are
Introduction, Benefits, Corporate Social Responsibility, Packaging and Conclusion
Redmond Yu
(Juro Ongkiko, Robert Tan, Kevin Cheu)
High 3F (Academic), Xavier School
School Year 2010-2011
. I. Introduction A. Today’s Market . B. Two Brands . 1) Tide . 2) Surf Thesis Statement: Comparing our product, Cleanex, with prominent rival brands, Tide and Surf, in terms of benefits, corporate social responsibility and packaging is integral in marketing a new laundry detergent product.
II. Benefits . A. Tide . B. Surf . C. Cleanex . III. Corporate Social Responsibility . A. Tide B. Surf C. Cleanex
IV. Packaging A. Tide B. Surf . C. Cleanex . VI. Conclusion . A. Meeting Marketing Demands . B. Overall Appeal C. Seeing the Reality of Marketing
Marketing Laundry Detergent Bars in the Philippines
Benefits, Corporate Social Responsibility, and Packaging
Introduction Raymond Albert G. Antonio, marketing manager for the laundry and home care division for Henkel Philippines Inc., mentioned that laundry detergent bars account for 44 percent of the laundry detergent market here in the Philippines (Arceo-Dumlao, 2010). Meanwhile, Antonio’s superior, Henkel Philippines President Dr. Norman Goldberg, says, “The detergent market is a very huge market, but very competitive players are engaged in cut-throat competition. (German detergent, 2010).” The detergent market, in itself, is comprised of several subdivisions that include powder detergent, detergent bars. While some may think that one variant is superior over the other, both are
References: 2000 Census-based Population Projections Table, (2006). Retrieved November 19, 2010, from National Statistics Office: http://www.census.gov.ph/data/sectordata/popproj_tab1r.html Arceo-Dumalo, T Berner, R. (2006). Detergent can be so much more. Bloomberg Newsweek, n.p. Retrieved from http://www.businessweek.com/magazine/content/06_18/b3982087.htm Detergent Marketing Systems Faust, B., & Rodale, M. (2001). Betty’s book of laundry secrets. (p. 14) PA: Rodale, Inc. German detergent bar to enter Philippine market, n.d., Retrieved September 27, 2010 from Positive News Media: http://positivenewsmedia.net/am2/publish/Business_19/German_detergent_bar_to_enter_Philippine_market_5633.shtml McHenry, R Paisley, M. (2007). Tide loads of hope. Retrieved January 24, 2011 from http://www.advirtues.com/2009/11/27/tide-loads-of-hope/ Product Safety. (n.d.). Retrieved January 19, 2011, from P&G: http://www.pg.com/en_US/sustainability/product_safety.shtml Surf. (1990). Television Advertisement. Retrieved January 23, 2011 from http://www.youtube.com/watch?v=n4VTSX91JL4 Titus, Christa. (2010). What are the benefits of Tide detergent? Retrieved January 19, 2011, from eHow: http://www.ehow.com/facts_5860545_benefits-tide-detergent_.html Unilever PLC