FAR EASTERN UNIVERSITY

Institute of Accounts Business and Finance

3.1 MARKET DEMOGRAPHICS

The profile for the typical Ajax customer consists of the following geographic,
demographic, and behaviour factors:

Geographics:

Ajax detergent has set no demographic target area. The company can serve both domestic
and international consumers through leveraging the expansive reach in the market. But as to this
market plan, we wish to start such sales improvement in our original market and also to our
newly defined market which includes the upper class.

Demographics:

There is a one is to three (1:3) ratio between male and female. Our target market is both
male and female. But, majority of which we are targeting are females with ages 7 and above,
specifically young professionals and house maids for our specific plan.

Behavioral Factors:

Nowadays, consumers are more practical as to the product they use. People want quality
at the same time quantity products. Furthermore, we observed that consumers buying behaviour is
greatly affected on how they see the product competing in the market through advertisements.

3.2 MARKET NEEDS

Colgate-Palmolive is providing consumers with a narrow range of detergent products here in the
Philippines. The company seeks to fulfil the following benefits that are important to its customers:

Product Quality. The consumers recognize that it is one of the best qualities in the market. Ajax
is not only known for cleaning the dishes but for its sweet scents that help fight against odors in
the dishes.

Exemplary Service. Exemplary product is delivered to the consumers to build a sustainable

business that has a loyal customer base.

3.3 MARKET TRENDS

The markets for detergents have been growing in the Philippines. In particular, the demand for
liquid detergents has been growing higher. The growth potential of the market remains high, with the
consumption of detergents and the country having a large population. Statistics show that an average of
0.75-1.75% of improvement on sales can be observed in the milk industry for the past 5 years and wishes
to give a better statistics by empowering its brand to the market.
3.4 MARKET GROWTH

Ajax detergents have the distinction to other brands as it grew over the years and still doing well
in the market. A greater opportunity identified by Colgate-Palmolive lies in different scents, where,
helped by the launch of new innovative detergents, the market has grown to 10% in 2009.
 FAR EASTERN UNIVERSITY
Institute of Accounts Business and Finance

7.0 ACTION PROGRAMS

Public Relation Plan

Activity Officer in Charge Expected Output Budget

Conducting training and Public Relations/ This will help them gain Php 300,000
seminars among Human Resource knowledge about the
employees. Manager operations of the
company. This will also
encourage them to work
qualitatively for the
company.
Negotiating among Marketing Officer/ This will help the Php 100,000
other possible Manager company to expand the
distribution channels. range of the product
throughout the country.
Press releases through Marketing Manager This will create more Php 300,000
well-known magazines media exposure and will
and news papers. promote better image of
the company and the
product as well.
Total Php 700,000
 FAR EASTERN UNIVERSITY
Institute of Accounts Business and Finance

Advertising Plan

Time Frame Advertising Activity Expected Output Budget

January 2011 TV Advertisements To increase brand

(ABS-CBN and GMA awareness to the people Php 3,000,000
Product placement on
TV shows)
Website Creation
January – December Setting up billboards To promote product to
2011 and posters in selected consumer Php 1,200,000
areas in Metro Manila
April 2011 Newspaper To continue building
Advertisement brand name to people Php 111,104
May – June 2011 Placing of Ajax brand To maximize the
stickers and mini promotion of the brand Php 60,000
posters on transits
July - September 2011 Newspaper To increase brand
Advertisement and popularity Php 333,313
Magazines
December 2011 TV Advertisements To be popular to all the
(ABS-CBN and GMA locations reached by Php 4,500,000
Product Placement on media in to country and
TV shows) to instill the brand to the
Website Creation consumer’s mind.

Total Php 9,204,417

 FAR EASTERN UNIVERSITY
Institute of Accounts Business and Finance

Disclosure

TV Ads
ABS-CBN/ GMA
-Primetime – Php 100,000 per 30 seconds
-Non- primetime – Php 50,000 per 30 seconds

Newspaper Ads
-1 Page– Php 36,456
-3/4 Page - Php 29,164.80
-1/2 Page – Php 18,228
-1/3 Page – Php 13,888
-1/4 Page – Php 9,721.60
-1/6 Page – Php 6,249.60
-1/8 Page - Php 4,860.80

Billboards
-12x36 –Php 60,000
-24x34 - Php 75,000
-Lighted – Php 100,000