An Integrated Marketing - Media Plan for

TIPTOE

Submitted by:

Canilao, Rinah Lyn

Crisostomo, Rone Ferdinand Zobel

Delos Reyes, Anna Melissa

Joquico, Luvimin

Lopez, Maricor Louise Ayn

Nadura, Jeremy

Padilla, Andrea Fe

Pura, Patricia Marie

4CA1

February 5, 2011
 WHERE ARE WE?

A. STANDING IN THE MARKET

MARKET SIZE

Holistic Energized Red Orange wants to target the Class C and D most
especially the moms and family. Secondary target will be the general public.

PRODUCT

Holistic Energized Red Orange has formulated a breakthrough product

that will change the bathing habit of Filipinos and called it TIPTOE: Hair and
Body Bar. It is a soap and shampoo in one product that claims to be the only
personal care product that has able to combine the strong ingredients of
shampoo and soap through the Red Orange extract formulation, giving the
consumers a sense of freshness from the tip of hair scalp to toe, thus its tagline
“Sulit-linis at bango from head to toe.”

MARKET POSITION

TIPTOE is a cost-efficient soap and shampoo in one that has same

“cleaning powers” with that of a body soap and a shampoo. Holistic Energized
Red Orange is confident enough that Tiptoe is the only shampoo and soap in one
bar with affordable price of P15.00.

MARKETING ACTIVITIES

Tiptoe has already a jingle and a radio commercial for 30s and still
planning to do print and TV advertisements.

BUYING PATTERNS

People nowadays don’t want to carry so many stuffs inside the bathroom.
They want a fresh and fast approach to taking a bath. They also take into
consideration the practicality in buying a product. For this reason, Holistic
 Energized Red Orange has a great opportunity to tap the market share of
sanitary products. With its cheap price in the market, consumers will very
satisfied using this product.

B. STANDING IN THE MIND

MOTIVATION

Many Filipinos are now on the go and prefers convenience to comfort.

Tiptoe is very ideal to many working Filipinos whose lifestyle is fast- paced and
more or less always on the go. Tiptoe comes in a bar with only one size, a peg
is zest soap in box and comes in only one form/variant. This shampoo and soap
in one also caters to mothers who will find this product to be more fitting to the
needs and budget of her family. Tiptoe is very affordable and less hassle in
bathing is its very important feature.

BRAND AWARENESS

Tiptoe is currently still in its introductory phase. Its first objective is to

instill the product’s name to consumer’s minds and be aware of the beneficial
features of Tiptoe. It aims to get in line with its main competitors, which are
leading shampoo and soap brands.

CONSUMER INSIGHT

Main Insight: “ayaw namin ng marami pang dala dala pag naliligo… para din
isang gastusan na lang… para tuluy tuloy ang pagligo, mabilis pero malinis.”

Tiptoe’s target users are aspired to be very satisfied when they tried using
this all- in- one sanitary product. They want their consumers to think that Tiptoe is
effective even though it is new in the market. With a very affordable price,
Filipino families can save a lot of money and are eager to continue to use the
product because they see that Tiptoe is really taking effect and eases their
burden when it comes to bathing.
 WHY ARE WE HERE?

A. 4 P’s

Product:

Tiptoe is a cost-efficient soap and shampoo in one that has same “cleaning
powers” with that of a body soap and a shampoo. Tiptoe comes in a bar with only one
size (peg is zest soap in box) and comes in only one form/variant.

Place:

Tiptoe will be available in all leading supermarkets and drugstores nationwide.

The product will also be distributed in sari- sari stores. Product samples will be
available in selected groceries or supermarkets.

Price:

Since the target market is from C – D, TIPTOE is to be sold at a very affordable

price of Php 15.00. It is money saving shampoo and soap in one that has the same
“cleaning powers” with that of a soap and shampoo.

Promotions:

The advertising strategy of Holistic Energized Red Orange is communicated

gradually in different ways.  Company has already a jingle and an RC 30s. Though they
don’t still have TV and print ads. Holistic is also planning to change the logo and
packaging of Tiptoe to a more refreshing look. Moreover, Tiptoe is planned to be
launched on Labor Day this year.
B. SWOT ANALYSIS
Rejoice Safeguard Tiptoe
Strengths  Efficient  Known for "A Soap  Soap and shampoo in
advertising For The Entire one
campaigns Family and “The  A first in the market
 Is one of the smallest soap in the  Affordable price at 15
leading and house." pesos.
trusted shampoo
 First in local market
brand.
since 1966
 Manufactured by a
well- established  Manufactured by a
global company, well- established
Procter and global company,
Gamble. Procter and
 Has a very Gamble
affordable retail  Affordable price
price  Offers a variety of
size and variants
Weakness  It only offers a  More expensive than  Comes in only one
shampoo product its competitor size and variant
unlike its new  Soap that can only  Beginner in the
competitor. be used for the body market
unlike its competitor
Opportunities  Expand product  Expand product to  Offer more variants
variants offer some whitening like turning the
 Can develop a and anti aging soap shampoo and body
more intensive products bar to a liquid
shampoo product shampoo and soap
that specializes in as well.
hair treatment  Create brand
awareness
 Can produce
intensive advertising
campaigns
Threats  Some consumers  Consumers may  Consumers will stick
have the mentality prefer whitening to their loyal brands
of changing products or other  Consumers want a
shampoo products type of soaps soap that separately
once in a while  Emergence of specializes in hair
 Salon services are international soap and in body
marked at a very products
low price making
other consumers
depend on salon
services more.
 WHERE DO WE WANT TO GO?

A. IN MARKETPLACE TERMS

 To increase brand awareness by ten percent (10%) and thereafter gain new
consumers.
 To further penetrate the market and to maintain its position as the leading
brand when it comes to affordable yet effective cleansing soap and shampoo.

B. IN CONSUMER TERMS

 To gain the consumer’s loyalty, to help strengthen the brand’s current position
as the top cleansing product
 To establish Tiptoe soap as the product that the consumers could trust

C. SHORT TERM BRAND OBJECTIVES

 To increase consumer awareness through aggressive print ad, television and
events campaign and by conducting below the line advertisements.

D. LONG TERM BRAND OBJECTIVES

 To be able to establish the status of Tiptoe as the top choice of consumers if

they are looking for an affordable, practical soap and shampoo in one.
 HOW DO WE GET THERE?
Target Response

After an intensive campaign and promotions, it is expected for Tiptoe to

gain customers and establish consumer loyalty. It is also expected from the
consumers to take part in campaigning for its products and let others know about
it.

Tone/ Personality

The agency aims to create a dominant presence of Tiptoe and remind

consumers to settle and trust low- cost products and remind them of the
product’s value or quality which Tiptoe offers juicy offers.

Target Audiences and Key Messaging

A. Potential Targets
 Demographics

 Classes B, C and D
 Male and Female
 Value- Conscious Shoppers, Housewives and Consumers with buying
power (Professionals and White- collar worker or an educated workers).

B. Primary
 Age: 27- 40
 Gender: Male and Female
 Social Strata: Class B and C
C. Secondary
 Age: 25- 32
 Gender: Male and Female
 Social Strata: B, C, D
Brand character
  SONIA GARCIA
 35 YEARS OLD
 Housewife
 Married with 4 children.

Sonia is plain housewife that is married to a Doctor. Her first child is on her 4 th
year high school while her other daughters are on 2 nd year high school, 5th level and 2nd
level on the primary school respectively. She always feels the hassle of waking her
daughters up early in the morning because of the long hours they consume for
bathroom use. Sonia wakes up at about 4:30 am to prepare their breakfast and wakes
her children up. They all finish preparing by 6:40 and more often than not the children
are always listed as tardy or late. She will opt for Tiptoe, a new product that can help
lessen the time consumed in bathing of her daughters.

MARKETING BUDGET & TACTICS

Objective:
 To create a buzz about what Tiptoe is.
 To promote Tiptoe as an affordable, all-in-one hygiene product .

Media Parameters

PHASE 1

 Campaign Period: April 13 to April 23,2011

 Teasers for TV (30 seconds) – on TV5 ; night block time; appearance: once
every night, as interstitial.
 Teaser posters – on sari-sari stores and groceries

BUDGET

 TV5: evening Spot / night= 400,000/ night

 TV SPOT AIRING: 400,000 x 7 nights = P2,800,000
 OOH (posters) – P150,000
PHASE 1 TOTAL COST: 2,950,000

PHASE 2

 Will start April 24 – 30,2011

 Airing of official TV ad (15 seconds) – on major networks TV5; morning and
afternoon; appearance 2 times daily
 Airing of Jingle and RC in Love Radio and Energy FM, 2 times during weekday
(M-F), morning and afternoon
 Change of teaser posters to the promotional poster – on sari-sari stores and
groceries
 Billboard/s on LRT Stations
 Billboard launch on EDSA-Cubao, Quiapo, Baclaran
 Towards the end of the phase, Grand re-launching mentions on Willing Willie
(TV5)
 Product kiosk on Willing Willie
 Airing of official TV ad for the Grand re-launching

BUDGET

 TV5: 1 Spot morning + 1 Spot afternoon / day: 200,000 + 200,000 = 400,000/day

x 7 days = P2,800,000
 TV5 Spot in Willing Willie + Kiosk on the night before the re-launching: 500,000
 Love Radio RC 1 Morning + 1 Afternoon/day: 20,000 + 20,000 = 40,000/day x 5
days = P200,000
 Energy FM RC 1 Morning + 1 Afternoon/day: 20,000 + 20,000 = 40,000/day x 5
days = P200,000
 OOH (Billboards, posters): 750,000

PHASE 2 TOTAL COST = P4,450,000

PHASE 3
  Grand re-launch event (May 1, 2011) at the Quezon Memorial Circle or Luneta;
freebies and games during the event; with guest celebrities

BUDGET

 Rent of venue, lights and sounds, staff – 750,000

 Freebies – 250,000
 Celebrities Talent Fees – 1,500,000

PHASE 3 TOTAL COST: 2,500,000

PHASE 4

 Will start May 2, 2011

 Continue airing of TV ad
 Retain billboards and posters
 Free sample dissemination on LRT 2 (Santolan, Katipunan and Recto) LRT 1
(Monumento,D.Jose, Central, Baclaran) Quiapo, Groceries
 Spot on Willing Willie show (product mention)

BUDGET

 Allocate new budget

Over-All Cost: P 9,900,000

Proposed Logo and Packaging:

Storyboard Draft:

30s TVC Teaser:

30s TVC:

Sample Poster:
 ARE WE GETTING THERE?

To assess the effectiveness of this marketing plan, there are some measures to
be done, one is to make sure that the objectives are highly achievable and possible to
accomplish, in this plan the given objectives can probably be attained because it is not
that risky for the company to try and it is not that far from what the company has started.
Lastly, this plan may have not been done perfectly and in that case; there may be some
problems that would be encountered along the way, however there are still solutions to
these problems to redeem and continue with the plan, as well as to improve it to be
more competent and acquire more consumers for Tiptoe Company.

Monitoring activities will be done through consistent evaluation procedures such as:

• Consistent checking of Tiptoe’s market shares reports and product sales

• Monitoring of feedbacks regarding the event

Recommendations to its plan are also crucial such as:

 Creating post marketing tactics to stabilize and improve market share

 Innovation towards old and new products

Success Indicators:

 Number of people that will be attending the event proposed.

 Increase in Sales.
 Increase in Market Share.