ARIEL 2IN1 BABY CARE LIQUID DETERGENT

SALES PLAN 2015

GROUP 5

PHAM THUY DUONG

TRAN NGOC QUYNH

THAI THANH QUANG

DAM THUY HONG SUONG

DAO THUY TIEN

TABLE OF CONTENT

I. INTRODUCTION

1. About 2in1 Baby Care liquid detergent

a. Overview

b. Features

2. Current market scenario

II. MARKET ANALYSIS

1. Target audience

2. SWOT

3. Competition

III. SALES/MARKETING STRATEGIES

1. Sales forecast

2. Marketing mix

3. Strategies and implementation

2IN1 BABY CARE LIQUID DETERGENT ’S OVERVIEW

• Basics

o Specialized for baby skins and sensitive skins

o Tested and certificated by US and Vietnamese Consumer Product Safety Commission

• Goal

o Become the best detergent in baby care product line

• Core Competency

o Innovation and Sustainability

• Objective

o Our main goals are educate people using the right product for baby by educate and encourage

people using this product since it totally safe for baby and sensitive skins, and also can help to

save the earth by saving lots of water and electricity.

2IN1 BABY CARE LIQUID DETERGENT FEATURES

• The combination between features of Ariel-liquid

detergent and Downy-fabric softener

o Removing stains and making your fabric softer

o 3 scents: airy fresh, floral and scent free

o 5 sizes: 1L ; 2L ; 2,7L ; 4L ; 4,7L

• Compatible with

o Front and top loading washing machine

o Hand washing

• Sustainability

o Reducing 40% of water

o Cutting down 30% of electricity

o Saving 20% of time

CURRENT MARKET SCENARIO

• Increase sharply in world population

• Baby segment will be the spotlight

• Consumers are smarter every day

Nurture the next generation

Invest more in this market

CURRENT MARKET SCENARIO

• Market of baby detergent is very small.

• Only few firms in this market

• Price is very high and more expensive than detergent for adult

• Did not focus on running marketing campaigns to promote for their

products

Do not build good reputation

The low brand recognition

The confusion when customers make decision which one is the best for their

children.

TARGET AUDIENCES

Large-scale businesses

• Wholesale and retail firms

• Ex: Metro, Co-op Mark …

Healthcare centers

• Children’s hospital

• Maternity hospital

• Dermatological hospital

Average and small businesses

• Grocery stores: Medicare, Guardian

• Baby stores: Me&Be, Be Yeu

• Economic and population growth

• Understand and fulfill competitors’

weaknesses

• Are not pioneers

• Are having many rivals.

• Lack of variety.

don’t want to limit and impose customers’

choices.

• Strong organizational and brand reputation

• Tested and certified by both the US and

Vietnamese Consumer Product Safety

• Cut down on utility expenses

• No extra fee for research

• Efficient media technology and consumer’s

relationship management.

• Are so new

• Have limited product lines for babies,

• Competitors are strong and have been in

the field for long time

Strengths Weaknesses

Threats Opportunities

SWOT ANALYSIS

ARIEL COMPETITORS

D-NEE PIGEON

o Currently a leading brand in Thailand

manufactured by Bio Consumer Co. Ltd.

o The brand is currently being exported to

other ASEAN countries and has been the

preferred brand of choice for moms in

over 10 years.

o Tested by certified laboratories to

guarantee that they are safe and irritation-

free.

o No dyes, no optical brighteners, no fabric

softener, and no bleach

o Founded in 1957 in Japan

o Recognized as a leading company in the

field of production of goods for infants.

o Tries to see the world through baby’s

eyes, baby’s healthy growth and mother’s

changing needs to create and produce

excellent products

o Claims to value baby’s health and

comfort; mother’s ease and convenience

in using their products.

COMPARISON

Criteria D-nee Pigeon Ariel 2in1 Baby Care

Brand recognition

Product quality

Price competitiveness

Distribution channels

Product varieties

Sustainability

Overall

Green = Good Blue = Average Red = Poor

PRICING, DISCOUNT AND PROMOTION STRATEGIES

Discount 15% /box ( less than 3 year contract)

1 liter 2 liter 2.7 liter 4 liter 4.7 liter

$10.2 $20.4 $30.6 $35.7 $51

Discount 20 % /box ( more than 3 years contract)

1 liter 2 liter 2.7 liter 4 liter 4.7 liter

$9.6 $19.2 $28.8 $33.6 $48

Pricing ( Bottle)

1 liter 2 liter 2.7 liter 4 liter 4.7 liter

$2.33 $4.66 $6.55 $8.21 $10.85

Pricing (6 bottle/ Box)

1 liter 2 liter 2.7 liter 4 liter 4.7 liter

$12 $24 $36 $42 $60

More than 5000 boxes/year

SALES FORECAST

• Wholesalers: 20 wholesalers*1000 units per day = 200000 units per day capacity

• POSM: 60 POSMs * 20 units per week = 1200 units per week capacity

• Retail outlet: 2,000 outlets * 100 units per day = 200,000 units per day capacity

• Agent: 15 agents * 10 units per day = 150 units per day capacity

Year Unit

(Littre)

Revenue

( Billion VNĐ)

Market

share

(%)

2014 7,500,000 25 15

2015 9,000,000 32 18

2016 12,000,000 50 22

B2B: Hospital channels

• Relationship building and marketing

POSMs

• Touch and feel zone

• Free sample

• Gather feedback

• Collect customers’ information

• Improve and develop products

Sales force

• Contact with distribution channels, stores

• Build relationship

• Get orders

• Give discount/promotion

Stores

• Trade with consumers

• Gather feedback and suggestion

Consumers

• Experience the products

• Give feedback and commend if needed

Time period

(7/2014–6/2015)

Program

7/2014 - 10/2014 B2B, sales force

11/2014 - 1/2015 POSMs, sales force

2/2015 - 4/2015 Sales force

5/2015 - 6/2015 Stores, consumers

STRATEGIES AND IMPLEMENTATION