Fit Fruit and vegetable Rinse

Marketing Strategy

Marketing Management
David Aldrin Arce
Leocarvi Bade
EMBA De La Salle Araneta University
 Introduction
The need for a healthy lifestyle is the new trend in this time of day, people often forgot that the foods that they are
practically consuming are made from heavy pesticides production and handled by people who doesn’t have proper
training in food transportation, with the rate of incidents in people suffering from water borne diseases such as
cholera and diarrhea with these two being fatal if not attended very quickly.

With our current situation in finding cleaner water, making our food safe will be the highest priority among
household people who are preparing our foods, the demand of eating our food raw and as fresh as possible are
becoming highly demanding with the onset of people are having conscious efforts to increase intake of more
nutrition to the foods that they eat.
Procter and Gamble, one of the largest consumer company, in the effort to help people in making sure that what
they eat are free from pesticide residue and wax, launched its FIT vegetable wash, with its ingredients made from
fruits and vegetables it is certain to achieve cleaning your food before consuming.

Being a single product in the market and assuring the public consumers of what they consumed will be cleaned, the
reintroduction of the product among consumers will be the highest priority in these category.
 MARKET SITUATION ANALYSIS
The product was pull out in the Philippine market last 2001, attempting to re -
launch the product will be the priority.

As per consumer, Filipinos are now patterning their lifestyle among western
countries, having more conscious on what they eat and people are strongly
considering going organic, with the onset of diabetes and other metabolic diseases,
cleaning their food is just the first step in achieving their goal.
Second, the Philippines rely on farming, with almost 50% are producers coming
from the vegetable segments ( According to Department of Agriculture ), cleaning
vegetable and fruits will be the standard of care.
 Market Segment

We need to segment the market into 4 classes

Class A – Household who have food handlers
Class B – Household who do their marketing
Class C – Household who market everyday
Class D – Household who doesn’t market
 SWOT ANALYIS
Strength –we are better than your water in
cleaning your vegetables and Fruits.

-Sachet Form
-With evidence
-Natural ingredients
Weakness
-Experience
-Price
-Acceptability

Opportunities
-Can be use also in meat and fish products
-Cases of cholera and amebiasis are on the rise
-Industrialize marketing ( Pure gold, Hypermarket
etc )
-Increasing in the number of Filipinos going organic
Threats:

-Similar products
-Acceptance to insurance

Critical issues:

-Acceptance
-Lack of local Trials
-Cost
-Users
Setting Objectives:

operational
1.Re introduce FIT and own significant followers for the 1st Year
Sales 2019 2020 2021

500,000 Units 1,000,000 Units 2,000,000 Units

 Strategic Marketing
 Address the idea of washing food with water is SAFE.
 Add washing of all foods coming from the market must be wash by FIT.
 Introduction of trials to be done on key platforms.
 Massive campaign must be done on local supermarkets ( SM, PUREGOLD )
 Penetrate industrial collectors and handlers of food before displaying them
in the market
 Inform the Public the Value of Clean Foods
 Make major restaurant use FIT and provide huge Discounts
 Create a fit safety seal stickers that can be posted in front of restaurants
 Tapping the help of the DOH regarding sanitation codes on wet markets
and supermarkets that cleaning the products first must be done before
displaying the items.

 Marketing plan
PRODUCT LAUNCHING
We officially launched the product thru mothers network, identifying that mothers
knows best in handling our food.
Brand Ambassador would be:
-Marian Rivera
-Giorgina Wilson
-Susan Roces
 Creation of Food Handling Seminars among wet markets and other supermarkets.
 Partnering with LGU in conducting House to House Demonstration on food
preparation.
 Creation of new stalls on supermarkets with Promodiser.
 Key interaction with people who are in the market
 TV commercial/ Radio Commercials
 Creation of research panel from sanitation to provide the necessary research.
 Budgeting

Product Cost: Php 500/ 12oz

Landed Cost: Php 50/ 12oz ( Php 2,500,000 )
Units: 500,000 units ( Php 250M )
Gross Margin: Php 220.5M
Advertisement and Promotions: 50% ( Php 125M ) - first year of campaign
Deals and Discounts: 20% (50M )
GMII – Php 45M
Thank you
and
God Bless