IMC Compilation 1

PAMANTASAN NG LUNGSOD NG VALENZUELA
Tongco St. Maysan, Valenzuela City
June 30, 2023
“Integrated Marketing Communication Plan”
In Partial Fulfillment of the Requirements in MKTG 8
Advertising and Promotion for 2nd Semester
Academic Year 2023
Submitted by:
Beltran, Alexander
Cañares, Anna Liza R.
De Asis, Antoinette Liera B.
Gaño, Alexander James
Gumatay, Haydee S.
Javier, Van Saniel N.
Layaog, Marjory C.
Nacional, Kristille Ivy B.
Peralta, Ella Mae D.
Pongan, Hazel Aubrey G.
Ramirez, Romjay P
Tuplano, Dhanniel D.
Submitted to:
Dr. Ryan C. Dela Peña
BSBA Major In Marketing Management 3-1 1

TABLE OF CONTENTS
Title Page .................................................................................................................... 1
I. Rationale …………….………………………….……….……………….….…….4
II. Plan Objectives……………………………………………………………………5
III. Integrated Marketing Communication Objectives……………………………….6
IV. Product Brief……………………………………………………………………..8
A. Product Category…………………………………………………………….8
B. Company Background……………………………………………………….8
C. Competitors…………………………………………………………………. 10
V. Current Industry Position……………………………………………………….... 15
VI. Market Segmentation………………………………………………………….... 20
VII. Contact Points………………………………………………………………...... 21
VIII. Brand Equity Index………………………………………………………….... 22
A. Competitors Analysis………………………………………………….......... 22
B. Competitive Analysis……………………………………………….............. 23
C. Unique Selling Proposition………………………………………………..... 26
D. Positioning………………………………………………………….............. 28
E. Tagline……………………………………………………………………… 29
IX. Marketing Communication Index……………………………………………….29
X. Situational Analysis……………………………………………………………….32

XI. Target Media Profile…………………………………………………………. 35
A. Push
B. Pull
XII. Conclusion…………………………………………………………………….38
XIV. Recommendation……………………………………………………………..40
XV. Action Plan…………………………………………………………………….44

PRODUCT/BRAND OVERVIEW
I. Rationale
A company's use of a variety of communication methods and channels to

market its goods and services is coordinated and integrated as part of integrated
marketing communication (IMC). This brand specializes in creating and selling
household care products called Bioderm. The researchers will develop an Integrated
Marketing Communication plan in order to help the brand effectively reach its target
market and fulfill its marketing objectives.
This plan helps in re-establishing the company's aims and objectives, which is
one of the key reasons why an IMC strategy is essential for Bioderm. An IMC
strategy defines what Bioderm hopes to accomplish with its marketing activities, as
well as the particular steps it will take to reach these objectives. This enables the
business to strategically concentrate its resources and efforts, ensuring that its
marketing initiatives are in line with its overarching business goals. Another major
reason why Bioderm needs an IMC plan is that it allows the organization to
effectively target the proper audience. Bioderm can discover the most successful
marketing channels and messages to reach its target market by establishing a complete
profile of this demographic. This increases the success of the company's campaigns
by ensuring that its marketing initiatives are reaching the consumers who are most
likely to be interested in its items.
In conclusion, the success of Bioderm depends on having an IMC plan. The

goals and objectives of the business are made clearer, the appropriate audience is
targeted, a consistent message is maintained, ROI is maximized, and the business can
adjust to market changes. Bioderm can build powerful marketing tactics to market its
goods and services, raise brand recognition, and eventually boost sales and revenue by
developing an IMC plan.

II. Plan Objectives
The objectives serve as the guide for the company to keep track of their
progress to maximize the resources of the company that will be allocated for the
duration of the plan. The following were the objectives of the plan.
➢ Increase Brand Awareness

Increase brand recognition and recall among the target audience in the
Philippines by enhancing the visibility of the brand through various marketing
channels and educate consumers about the benefits and features of Bioderm
Germicidal Soap. The brand awareness should increase by 10% more user
engagements and social media content advertising response for the next 2 months
of advertising.
➢ Drive Product Trial and Adoption
Encourage consumers to try Bioderm Germicidal Soap through highlighting

the product's superior qualities and differentiate it from competitors.and
experience its germ-killing effectiveness by offering discounts, samples, or trial
sizes to bring initial purchase and repeat usage.
➢ Build Trust and Credibility
Communicate the soap's high-quality ingredients and manufacturing standards.

Leveraging the customer’s testimonials and expert endorsements to strengthen
credibility that will help in further establishing Bioderm Germicidal Soap as a trusted
and reliable brand in the Philippines.
➢ Foster Customer Engagement and Loyalty
Create engaging and interactive campaigns to connect with customers that can
help in encouraging customer feedback, reviews, and user-generated content.
Develop loyalty programs or incentives for repeat purchases and referrals.
➢ Expand Distribution Channels
Increase the availability and accessibility of Bioderm Germicidal Soap

throughout the Philippines. Establish partnerships with key retailers, pharmacies,

and online platforms where the products can be sold. Store displays should feature
more space for the Bioderm products. Utilizing the use of social media platforms,
websites, and online advertising to reach the target audience by making use of search
engine optimization (SEO) strategies to improve online visibility.. Develop engaging
and informative content to attract and engage potential customers. This can be an
effective distribution strategy to reach target markets efficiently.
➢ Conduct Market Research and Analysis

Regularly gather market insights, customer feedback, and competitor analysis.
Keep track of the increase of the brand to the industry’s market share that should
be increased by 3% annually. Make use of market research findings to refine
marketing strategies and messaging. That can also be helped by staying updated
with industry trends and consumer preferences to adapt the marketing approach
accordingly.
III. Integrated Marketing Communication Objectives
As Bioderm became one of the most popular germicidal soap brands in the
Philippines, it is no easy task for marketers to reach that point. The successful
penetration of the brand to the saturated market of the soap industry with leading
brands held by leading companies such as Unilever took consistent effort and
numerous customer engagements over time. In order to reinforce it further, a strategic
IMC plan was made, and a primary objective was to deliver the brand’s message
constantly and position the brand’s mind to the customers with great effort. The
following are the objectives of the IMC plan for the Bioderm Soap product line.

S-pecific
⚫ Reinforce the brand's message, to be the best affordable germicidal soap brand in
the Philippines, by creating a series of persuasive tools in synergy to deliver the
message consistently.
M-easurable
⚫ Determine the progress and the subsequent changes to be made in order to stick
with the objective by tracking the engagements and growth created by every
persuasive tool executed
A-chievable
⚫ The positioning of the brand to the minds of the consumer as generally effective
and price-friendly among the mass by having person’s testimonies, product
review, and honest feedback to the product made possible by the reach of the
internet.
R-elevant
⚫ Build brand awareness to the public by creating numerous advertising efforts to

reinforce repeated purchases and establish consumer loyalty among the brand.
T-ime Bound
⚫ An effort of a three-year long-term plan to increase the significance and

popularity of the brand in the target market in the country and as a result improve
the current market share in the soap brand industry starting the plan execution up
until the maturity and product development to retain loyal consumers.

IV. Product Brief
A. Product Category
BATH SOAP
(Personal Care Category)
Products Price
(Variety)
Color 60g 90g 135g
Bloom Pink 17.50 Php 32.00 Php 49.00 Php
Pristine White 18.00 Php 32.00 Php 48.00 Php
Timeless Orange 16.50 Php 33.00 Php 45.25 Php
Glow Yellow 18.50 Php 32.00 Php 45.25 Php
Coolness Blue 17.50 Php 32.00 Php 48.00 Php
Freshness Green 16.70 Php 32.00 Php 41.00 Php
Positioning Claims/Trends
⚫ Skin-germ protection (99.99% germ killing)

⚫ 24 hours protection
⚫ Contains a blend of sodium palmate and palm kernelate
⚫ Floral fragrance
⚫ Applicable for all ages
Packaging format types & materials
⚫ 135 grams carton formats

⚫ 90 grams of plastic packaging
⚫ 60 grams of plastic packaging
B. Company Background

International Pharmaceuticals, Inc began in 1959 with the perseverance and

passionate work of the Wong brothers George, David Sr., Sergio, Pio Sr. and Sixto,
and with the product of Efficascent Oil that started it all. But today, IPI is
undoubtedly the Philippines’ leading manufacturer and distributor of a diversified
range of pharmaceutical and consumer products. The essential ingredients of its
inevitable growth are effective salesmanship, resilient door-to-door marketing, and
the growing desire to constantly innovate affordable quality products.
The company was born to provide care and wellness for the people by
delivering innovative solutions to improve their well-being, developing trustworthy
products that are both of good quality and safe to use, and ensuring that these products
and services are not just affordable but also accessible to the many.
The core of the company is its Research and Development division with the
role of innovating its already diversified product lines, utilizing modern technology
and today’s scientific advances with the aim to ultimately become globally
competitive in keeping up with world standards, meeting new demands, and adapting
with the ever-changing tastes of the market.
Logo
It’s an emblematic shape of a growing tree bearing the two dominant colors of
the earth and has four quadrants shaped as leaves sectioned in two. The upper green
section represents nature and all the resources that it provides; while the lower blue

section represents water with its life-supporting attributes. Such features depict the
earth embodied by its natural gifts that contribute to health, wellness, and quality of
living which is the company’s passion. The branches are stretching upward
symbolizing its continuous growth towards the future.
Mission
⚫ Ensure customer satisfaction by providing affordable, innovative, quality

products.
⚫ Enrich people’s lives through corporate social responsibility programs.
⚫ Protect the interests of our stakeholders through good corporate governance.
⚫ Recruit the best talents and nurture them in an environment that offers growth and
development.
⚫ Continuously strengthen relationships with business partners by employing best
practices in the industry.
Vision
To become every family’s partner in health and wellness.
Core Values
⚫ Mahusay
⚫ Matapat
⚫ Mapagmalasakit
BRANDS
Omega Pain Killer - is a liniment for

fast and lasting relief from body pain,
helps in soothing and easing tension on
aching muscles, and has an anti-itching
effect.

Casino Ethyl Alcohol - is made from

70% ethyl alcohol (from sugar cane) that
disinfects without drying skin even for
everyday use.
Bioderm Bath Soap - is a skin-friendly

soap for the whole family with its 99.9%
germ-killing action with up to 24-hrs
protection. It comes in six variants:
Coolness, Bloom, Pristine, Freshen,
Glow, and Timeless. Bioderm Coolness,
in particular, is infused with menthol.
Efficascent Oil - is a trusted brand of

liniment by many Filipinos which helps
relieve various body tensions like back
pain, muscular pains, joint pains, stiff
neck, headache, cramps, and even minor
sprains and strains.
Dr. S. Wong's Sulfur Soap - is a

medicated soap specially formulated with
a natural ingredient “sulfur” that helps
kill pimple-causing germs, and dries out
pimples
Aceite de Manzanilla - helping expel

abdominal discomfort on their babies due

to the accumulation of gas or colic,
locally known as ‘kabag’. It can also be
used for baby’s body discomfort.
DOMESTIC MARKET
IPI brands based in Cebu City continue to become the leader in household
brands in the domestic market for several reasons:
⚫ A network of branches located all over the archipelago and an extensive operative
distribution system that ensures that products are readily available nationwide.
⚫ The branch offices and warehouses are strategically located in the key cities of
Luzon, Visayas, and Mindanao.
⚫ IPI products reach all corners of the country through the fleet of top-of-the-line
van distribution units.
⚫ The products are well-advertised for consumer awareness, dynamic availability,
and efficient marketing with the help of the company's dynamic sales force.
INTERNATIONAL PARTNERSHIPS AND AFFILIATIONS
Not only does the company conduct its business in the domestic market but
also boasts of its international partnerships and affiliations which paved the way for
its global distribution. At the present time, the company.
⚫ Nurtures and continually develops relationships with distributors in the UK and

the US.
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⚫ Exports to countries like Bahrain, Bangladesh, Brunei, Cambodia, Canada,

Hongkong, Japan, Jordan, KSA, Kuwait, Lebanon, Malaysia, Mauritius, Oman,
Pakistan, Papua New Guinea, Qatar, Singapore, South Korea, Trinidad and
Tobago, United Arab Emirates, Vanuatu in the Pacific Islands, and Yemen.
C. Competitors
Safeguard
Safeguard owned by Procter and
Gamble, is a brand of deodorant and
antibacterial products. The bar soap is
known for its clinical test able to
eliminate up to 99.9% of bacteria from
the skin and will provide germ protection
for the family. Safeguard features various
bar soaps, including Cool Menthol, Floral
Pink with Aloe Vera, Classic Beige,
Ivory White Care, Papaya, Fresh Green,
Pure White, and Derma Sense Anti-Acne
Face & Body.
Green Cross
Green Cross soap is under the health
and hygiene category of Green Cross Inc.
It has a variety of antibacterial soaps with
Vitamin E for moisturizing skin, such as
Pure Care, Cool Mountain, Clear
Radiance, Aqua Clean, Papaya & Honey.
The soap has been clinically proven to
offer a 24-hour microbiological barrier
and eliminate odor-causing germs while
protecting the skin from drying.
Hygienix
BSBA Major In Marketing Management 3-1

The company of Wipro brings the

Hygienix soap. The 99.99% Germ-
Protection Formula non-drying solution
keeps skin smooth and soft while helping
in the battle against bacteria that are
typically found on the surfaces of objects,
ensuring the safety and protection of
family members.
Lifebuoy
Lifebuoy is one of the brands of
germ protection soap in the Philippines
under Unilever, it was known for its
classic red bar soap which is the total 10,
and its distinctive medicated carbolic
scent, and also it’s available in other
variants such a lemon fresh and mild
care. The soap features an effective germ-
defense formulation that protects against
strong germs.
Shield
Shield is an all-in-one bath soap
by ACS Manufacturing Corporation that
fights germs and bacteria while also
leaving the skin smooth because of the
infusion of Active Skin Moisturizer,
which is shea butter that helps moisturize
skin while cleansing. There are three
different colors available for it: Shield
Cleansing White, Shield Blooming Pink,
and Shield Calming Beige.
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V. Current Industry Position
Figure 1: Affordability
According to the survey that we conducted online, it shows that the majority
of PLV students and non-PLV students chose safeguard (56.6%) because it is more
affordable than others. While the Bioderm (19%) is in second place when it comes to
affordability.
Figure 2: Worth to buy
Based on the graphic, Safeguard (51%) is worth buying, according to the

majority of the respondents who chose it. Moreover, Bioderm (24.5%) got only
second place for being worth buying.
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Figure 3.1: Attributes
Based on the illustration, 40.5% of safeguards are more effective at treating

acne, pimples, and other common skin ailments. However, The percent gap between
safeguard and bioderm is only 8%.
Figure 3.2: Attributes
The graph represents that Still Safeguard, who got 36%, feels more refreshed
and has cooling characteristics after using the soap. Moreover, almost Bioderm will
be in first place. Due to the fact that only 1 percent of the gap between the safeguard
and bioderm
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Figure 4: Appearance
In terms of the appearance, graphical evidence shows that safeguard (37.5%)

is more appealing when it comes to the packaging, based on the majority of PLV
students and non-PLV students. While Bioderm got only 23% for some respondents.
Figure 5: Social Media
According to the graph, the result of this is that Safeguard (60.5%) has more
popularity when it comes to social media because the majority of students and non-
students usually see Safeguard brands. And Bioderm got only 11.5% since they have
low brand awareness on social media. same with the others for having low brand
awareness on social media: 10% for Lifebuoy, 7.5% for Shield, 4% for Greencross,
and 6.5% for Hygienex.
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Figure 6: Advertisements : Television
Based on the results, when it comes to the television advertisements, the

majority of PLV students and non-PLV students chose the safeguard, as they often see
in television advertisements. While Bioderm only has 10%, 9% for Lifebuoy, 6.5%
for Shield, 5% for Hygienex, and 3.5% for Greencross. As a result of this, Bioderm
still lacks when it comes to television advertising.
Figure 6.2: Advertisements : Radio
As indicated by the graphic, the majority of PLV students and non-PLV

students chose Safeguard, which they usually hear on the radio. Moreover, 18.5% of
respondents chose Shield. While Bioderm got only 12%. It means that they are not
usually aware that Bioderm uses radio for their advertisements, and Bioderm did not
reach 100% of their target audiences. While the others got only 7% for Greencross
and Hygienix and 11% for Lifebuoy.
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Figure 6.3: Advertisements:Media Channels
The graph represents that they usually see the Bioderm advertisements (81.5%)
on television, but that doesn’t mean that they reach 100% of their target audience. It
means that they see it on television, but still, their competitor is no. 1 when it comes
to the television advertisements that reach their target audience and most likely
deliver the messages.
Figure 6.4: Advertisements: Social Media
The graphic result in terms of using social media to promote the brand Most of
the PLV students and non-PLV students chose Facebook, as they usually see the
advertisements for Bioderm. While Youtube is in second place with 19.7%, some
respondents saw the advertisement. Moreover, 8.6% for Tiktok, 5.1% for Instagram,
and 2.5% for Twitter.
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VI. Market Segmentation
Demographic Segmentation
⚫ Both male and female
⚫ Focuses on the 13 to 60 years age demographic
⚫ Mothers and fathers with children (families); single parents or married
⚫ Lower middle and middle-income class
Geographic Segmentation
Bioderm soap, initially focused on serving rural areas, recognized the potential in
both urban and rural markets. Understanding the diverse needs and preferences of
consumers in different settings, Bioderm strategically segmented its geographic target
to include both urban and rural areas. By penetrating urban areas, such as Manila and
Luzon, Bioderm aimed to capture the attention of city-dwelling Filipinos who sought
affordable yet high-quality soap options for their families. The expansion into urban
markets allowed Bioderm to cater to the evolving lifestyles and demands of urban
consumers, while still maintaining its commitment to affordability. Simultaneously,
Bioderm continued to serve its loyal customers in rural areas, where its brand had
already established a strong presence. By recognizing the importance of catering to
both urban and rural markets, Bioderm effectively broadened its reach, ensuring that
its affordable and quality soap remained accessible to Filipino families across various
regions, regardless of their geographical location.
Psychographic Segmentation
Bioderm soap understands the diverse psychological segments of its target
audience, catering to individuals who prioritize their health, hygiene, safety, and
family. For the health-conscious, Bioderm offers a soap that not only cleanses but also
promotes overall skin health, with ingredients carefully selected to nourish and protect
the skin. Those who are hygiene-conscious will appreciate Bioderm's commitment to
a thorough cleansing, removing impurities and bacteria, and ensuring a fresh and
revitalizing experience. Safety-conscious consumers can trust Bioderm, as the brand
emphasizes the use of safe and gentle ingredients, providing peace of mind for those
concerned about potential irritants or allergies. Lastly, Bioderm acknowledges the
importance of family values and caters to the family-oriented segment by offering a

soap that can be of use to all family members, promoting a shared experience of
cleanliness and well-being. By understanding and addressing these psychological
segments, Bioderm soap establishes a strong connection with its target market,
aligning with its values and aspirations
Behavioral Segmentation
⚫ Used daily in baths
⚫ Concerned with cleanliness, long-lasting protection against germs, gentleness on
skin, freshness, and fragrance
⚫ A customer that prioritizes affordability and usage of bath soap
VII. Contact Points
Physical Stores
Bioderm bath soap is commonly available in various convenience
stores and supermarkets like 7/11, Alfamart, SM Supermarket, Puregold,
Robinson's, Pharmaceutical stores and sari-sari stores also sell bioderm bath
soap.
Digital Stores and Social Media Platforms
Bioderm bath soap is owned by International Pharmaceutical, Inc.,

they use their own website to sell their products and Bioderm bath soap can be
bought in online shops like Lazada and Shopee. It is also active in engaging its
consumers with the use of social media such as Facebook, YouTube, and
LinkedIn. They use Facebook and YouTube to post their advertisements.
Promotion and Advertising Strategy
Bioderm places a high value on promoting their products in a variety

of ways. The brand ensures that appropriate interaction with the consumer is
maintained so that they are aware of the products and any related information.
Bioderm advertises their products on television, and social media platforms. The
company has a social media community and uses web video campaigns to
communicate with its users and connect people from all over the country.

VIII. Brand Equity Index
A. Competitor’s Analysis
Products Time Grams No. Of ×7 ×4 ×12 Price Annual Total Sales
Units (Days) (Weeks) (Months) (PHP) Sales (PHP)
Sold (PHP)
Daily
60g 47 329 1316 15792 16.70 263,726.40

PEAK
90g 28 196 784 9408 28.30 266,246.40
135g 15 105 420 5040 39.15 197,316.00
BIODERM 1,105,708.80
60g 29 203 812 9744 16.70 162,724.80

SLACK
90g 13 91 364 4368 28.30 123,614.40
135g 7 49 196 2352 39.15 92,080.80
60g 68 476 1904 22848 18.75 428,400

PEAK
90g 39 273 1092 13104 37.50 491,400
125g 24 168 672 8064 45.75 368,928
SAFE
GUARD 2,010,523.50
60g 36 252 1008 12096 18.75 241,987.50
SLACK
90g 21 147 588 7056 37.50 264,600
125g 14 98 392 4704 45.75 215,208
55g 34 238 952 11424 16.70 190,780.80

PEAK 125g 25 175 700 8400 42.25 354,900
3×125g 7 47 196 2352 113.25 266,364
HYGIENIX
1,203,165.60
SLACK
55g 19 133 532 6384 16.70 106,612.80
125g 12 84 336 4032 42.25 170,352
3×125g 3 21 84 1008 113.25 114,156
75g 42 294 1176 14112 19.00 268,128

PEAK
110g 29 203 812 9744 40.00 389,760
3×110g 14 98 392 4704 119.00 559,776
LIFEBUOY
1,693,104
75g 20 140 560 6720 19.00 127,680

SLACK
110g 11 77 308 3696 40.00 147,840
3×110g 5 35 140 1680 119.00 199,920

60g 49 343 1372 16464 15.75 259,308

PEAK 90g 31 217 868 10416 25.00 260,400
120g 22 154 616 7392 33.00 243,936
SHIELD
1,135,932
60g 24 168 672 8064 15.75 127,008

SLACK
90g 16 112 448 5376 25.00 134,400
120g 10 70 280 3360 33.00 110,880
60g 33 231 924 11088 15.50 171,864

PEAK
85g 24 168 672 8064 21.75 175,392
GREEN 125g 13 91 364 4368 35.00 152,880
CROSS
702,240
60g 18 126 504 6048 15.50 93,744

SLACK
85g 10 70 280 3360 21.75 73,080
125g 3 21 84 1008 35.00 35,280
TOTAL 7,850,673.90
Market Share
14.08%
8.94%
14.47% 25.61%
21.57% 15.33%
Computation:
Formula: Effective Market Share (%) x Relative Price (I) x Durability (%) = Total Market Share

Bioderm
(1,105,708.80 / 7,850,673.90) x 100 = 14.08%

Safeguard
(2,010,523.50 / 7,850,673.90) x 100 = 25.61%

Hygienix
(1,203,165.60 / 7,850,673.90) x 100 = 15.33%
Lifebuoy
(1,693,104 / 7,850,673.90) x 100 = 21.57%
Shield
(1,135,932 / 7,850,673.90) x 100 = 14.47%
Greencross
(702,240 / 7,850,673.90) x 100 = 8.84%
B. Competitive Analysis
⚫ Bioderm offers a lower price compared to its competitors.
⚫ It is available in any leading drugstore, sari-sari stores, supermarket and

grocery stores nationwide. It’s also available online, both in Lazada and
Shopee.
⚫ There are six distinct varieties. (1) Bioderm Coolness has a cooling sensation
effect on the skin because it is infused with menthol crystals that are likely to
give a cool and relaxing shower. (2) Bioderm Bloom is likely to be the go-to
variant, courtesy of its gentle non-drying formula with its fresh floral fragrance.
(3) Bioderm Freshen which gives a long-lasting fragrance and freshness after
bathing. The three more options in the line are (4) Bioderm Glow (5) Bioderm
Pristine, and (6) Bioderm Timeless.
⚫ Regardless of the chosen Bioderm variant, each of them are safe on skin and
provide up to 24-hour protection against germs.

⚫ It is available in plastic packaging and boxes with different sizes.
⚫ It is improved for better fragrance, formulation, and germicidal properties of

the upgraded Bioderm Family Germicidal Soap.
⚫ It is safe to use and guaranteed protection for the whole family because it is
made with active ingredients that are proven to be safe on skin, gentle,
preventing dryness and irritation. One of its ingredients is farnesol, a known
and safe deodorizing agent due to its antibacterial activity.
⚫ It is a Filipino soap brand that has long been an advocate of proper hand
hygiene in line with the commitment to keep the Filipinos safe from viruses
and germs.
⚫ Not just for bathing use but also gives a germ and body-odor protection. It has
a stronger germ formula with its 99.9% germ-killing action and a proven
effective germicidal soap.
Marketing Advantage
⚫ Bioderm soap also had famous celebrities as their ambassadors like Enrique Gil
for the Cool variant that highlights the fresh and cool guy aura of the actor. Kuya
Kim Atienza with the same variant that highlights the knowledgeable image that
he has that may attract the audience to trust its formula and the celebrity couple
Marian and Dingdong Dantes which highlights the protection it can provide for
the family.
⚫ Bioderm Soap has many variants that they released that has different scents but
with same effectivity promoting anti-bacterial properties that the soap is known
for.
⚫ Bioderm came in 3 different sizes with a variety of packaging and prices. The
brand made it accessible for the consumers to purchase the soap they only need or
within their price range. These soaps specially the 60 grams variant can be mostly
seen on small retailing grocery stores that can be sold in a very affordable price.

C. Unique Selling Proposition
➢ Soap Variants are few
Bioderm soap stands out among its competitors by offering a concise yet
diverse range of six variants. This deliberate decision not only simplifies the choices
for consumers but also contributes to the brand's strong presence in their minds. With
a limited selection, Bioderm ensures that each variant is meticulously crafted and
tailored to cater to specific skin needs, be it moisturizing, exfoliating, or soothing. By
focusing on a concise lineup, Bioderm soap effortlessly ingrains its products into the
consciousness of consumers, making it easier for them to recall the brand and trust its
efficacy. This strategic approach enhances Bioderm's reputation as a reliable and
customer-oriented brand, solidifying its position as a frontrunner in the competitive
soap market.
➢ Distinct Variant Name
Bioderm soap takes product branding to a whole new level with its unique
naming strategy. Each variant of Bioderm soap has its own distinctive name,
providing them with a character of their own. These captivating names instantly
capture the attention of consumers, offering them a glimpse into the unique
experience they can expect when using the products. Not only are these names
memorable, but they also resonate deeply with the minds of consumers, evoking a
sense of familiarity and trust. Whether it's the refreshing "Coolness" or the soothing
"Freshness," Bioderm soap ensures that its names not only reflect the essence of the
product but also create a lasting impression in the minds of consumers.
➢ Fragrance
The range of Bioderm soap variants caters to the diverse preferences of

consumers, with each variant highlighting its distinct scent. By offering a wide
selection of fragrances, Bioderm enables individuals to discover their preferred aroma
for a soap. Whether one seeks the refreshing scent of “Freshness”, the floral notes of
a “Bloom”, or the invigorating citrus “Glow”, Bioderm presents an array of options to
satisfy every olfactory preference. This attention to fragrance diversity not only
enhances the bathing experience but also empowers consumers to choose a soap that

resonates with their individual senses, making each shower a delightful and
personalized sensory journey.
➢ Made of Farnesol
Made of Farnesol, a well-known and safe deodorizing agent, this product

harnesses the power of its potent antibacterial activity. Farnesol, a natural compound
derived from plants, has long been recognized for its ability to effectively combat the
bacteria responsible for unpleasant body odors. Its antimicrobial properties make it an
ideal choice for personal care products aimed at neutralizing and preventing odor-
causing bacteria. By incorporating Farnesol into this formula, this deodorizing
product not only ensures long-lasting freshness but also provides a safe and gentle
solution that promotes hygiene and confidence throughout the day. With its proven
antibacterial activity, Farnesol stands as a reliable and trusted ingredient, ensuring
optimal odor protection while maintaining a high standard of safety for consumers.
➢ All Variants have an Odor Protection Soap (Family Germicidal Soap)
Bioderm stands apart from other soap brands with its remarkable Odor
Protection Soap, also known as the Family Germicidal Soap. What sets Bioderm
apart is its unwavering commitment to providing unparalleled protection against body
odor. Unlike its competitors, Bioderm guarantees a full 24 hours of refreshing
confidence, thanks to its clinically proven and tested formula. With an impressive
track record of effectively eliminating 99.9% of germs, Bioderm's Odor Protection
Soap ensures that you can go about your day worry-free, knowing that you are
shielded from unpleasant odors and potential harmful bacteria. Embrace the
invigorating fragrance and peace of mind that comes with Bioderm, a soap that truly
goes the extra mile to prioritize your well-being and confidence.
➢ Filipino Family Budget Wise
Bioderm, a trusted brand in the Philippines, strategically positions itself as a

budget-friendly yet high-quality soap option, catering to the needs of the Filipino
family. Recognizing the importance of wise budgeting, Bioderm offers an excellent
solution for households seeking affordability without compromising on quality. With
its carefully crafted formulation and extensive range of variants, Bioderm ensures that
every family member can enjoy a refreshing and cleansing experience. Whether it's

for daily use or special occasions, Bioderm stands as a reliable choice, providing a
cost-effective option that doesn't compromise on the essential aspects of cleanliness
and skincare. By understanding the needs and financial considerations of the Filipino
family, Bioderm has established itself as a go-to brand, catering to the diverse
requirements of a budget-wise household.
D. Positioning
Bioderm Germicidal Soaps are the preferred choice of health-conscious

Filipinos who value cleanliness and germ protection. Bioderm Germicidal Soaps
provide outstanding germ prevention while providing a gentle and refreshing washing
experience for the reason for their potent antibacterial characteristics. Make Bioderm
Germicidal Soaps an essential component of daily hygiene regimen for a dependable
germ-free clean.
Bioderm Germicidal Superior Germ Protection Soaps are made

with antibacterial agents that efficiently kill germs and bacteria. Bioderm Germicidal
Soaps can help you and your loved ones stay healthy by preventing hazardous germs.
Bioderm is Gentle and Refreshing they are made to be gentle on the skin despite their
powerful germ-fighting qualities. Experience a revitalizing and reviving cleansing
routine without sacrificing the health of your skin. The Bioderm Germicidal Soaps
provide a harmony between care and effectiveness.
Bioderm Germicidal Soaps go above and beyond regular soaps by eliminating

dirt and pollutants as well as harmful bacteria. These soaps provide a full and
thorough cleansing experience with their unique germicidal characteristics, leaving
you feeling clean and protected. Dermatologists put Bioderm Germicidal Soaps
through a thorough testing process to guarantee their effectiveness and safety. These
soaps are safe for regular use and can be relied upon to preserve your skin's healthy
balance while offering the highest level of germ protection.

Bioderm is a dependable option for upholding a hygienic lifestyle is germicidal

soap. You can rely on Bioderm Germicidal Soaps to keep you guarded against
harmful bacteria wherever you go at home, in public areas, or when traveling. This
will help you live a better and safer life.
Tagline
“Beat the summer heat with Bioderm Coolness!”. This tagline is from one
of the varieties of their soap “Bioderm Coolness”, it encourages the customer to use
their product when they are feeling hot during summer.
“Total protection for a healthy family”. Bioderm is a germicidal soap, and

this tagline emphasizes the protection that bioderm gives to the family who uses it,
like preventing bacterial production.
“Feel Confidently cool and fresh at home all day long”. This tagline is
about how effective their soap that if the customer uses it, they will feel cool and
fresh all day.
“Your Wellness. Our Passion”. This is the tagline of International

Pharmaceuticals, Inc., Its emphasizes that their passion is our wellness and giving
protection.
IX. Marketing Communication Index
The Bioderm soap uses mass media to reach its target audience through
television (TV) advertisements, as they have Dingdong Dantes and Marian Rivera-
Dantes, the Dantes couple, as their brand ambassadors, and different social media
platforms, as they have their accounts on Facebook with 167 thousand likes and 559
followers on Instagram. The researchers conducted a survey in Valenzuela City with a
total of 200 respondents: 100 from the students of Pamantasan ng Lungsod ng

Valenzuela (PLV) and 100 non-PLV students, to gather the insights of every customer
regarding where they are frequently encountering the advertisements of the Bioderm
soap brand based on the different media channels given.
Total number of respondents: 200 (PLV students & residents of Valenzuela City District 1&2)
Which of these media channels do you usually see Bioderm advertisements on?
Figure 1: Commercial seen by consumers
It was found that the majority of customers usually see Bioderm

advertisements on television, with an 81.5% rate, and are not that aware of other
media channels where Bioderm also has an advertisement. It merely demonstrates the
importance of focusing more on the effectiveness of Bioderm advertisements on other
various channels, such as newspapers, which gained 7.5%, radio, 6%, magazines, 4%,
and billboards, which gained 1%.

Total number of respondents: 200 (PLV students & residents of Valenzuela City District 1&2)
In terms of social media, which of these media do you usually see the
advertisement of Bioderm?
It is evident enough for Bioderm to concentrate on other areas, particularly

social media sites, where consumers are most exposed. When it comes to social media
platforms, the results show that Facebook got the biggest percentage among the
different social media platforms with 64.1% on the question where the respondents
usually see the advertisements of Bioderm, and it merely underlines the importance of
improving advertisements on various media such as YouTube, which got 19.7%,
TikTok, 8.6%, Instagram, 5.1%, and Twitter, which got 2.5%.

X. Situational Analysis
Strength Weaknesses
Affordability Low Brand Awareness

Bioderm is cheaper than to Due to its lack of advertisements
competitors and their lack of improvement, the
bioderm soap has low popularity
Attributes of Bioderm and awareness.
Bioderm is known for its coolest
effect and variety of scents. Intense Competition
In the Philippines, with regards to
Germicidal Properties the local brands and international
Bioderm Germicidal Soap has strong brands there's high competition and
antibacterial components that the challenge is to capture the
efficiently kill germs and provide customers attention.
germ protection.
Price Sensitivity
Range of Variants When it comes to personal care
It offers a wide range of variants that products, some Filipino consumers
will be applicable for different skin may be price-sensitive. Once they
types and preferences that allow a added in the price, they thought it
cleansing experience. was a high price.
Local Brand Low Trust Brand

Bioderm Germicidal Soaps produce In the Philippines, since it has
locally that help to increase the brand intense competition. The
local among the Filipinos. That competitor is more established
advantage for local production can when it comes to trusting the brand
reduce cost. and is known for its quality and
efficacy than Bioderm.
Opportunities Threat
Growing Health Consciousness Counterfeit Products

There is a growing market If there's a fake or imitated product
opportunity for germicidal soaps that on the market, it can damage the
offer efficient protection against trust of the germicidal soap as well
germs and bacteria since hygiene and as its brand reputation.
cleanliness are becoming more
important. Changes in Regulation
The formulation or marketing
Demand for Natural Ingredients claims of Bioderm Germicidal
Bioderm can incorporate more Soap may need to be changed due

natural ingredients into its germicidal to changes in rules governing

soaps, which will appeal to antibacterial products or
consumers and continue the trend of ingredients. that can affect
natural and organic skincare that can consumer perception.
produce safe and milder options
Market Saturation
Online Sales and Online Advertisement in Due to the wide variety of soap, it
social media platform. is difficult for Bioderm to stand out
Bioderm Germicidal Soap might take in the market due to their
advantage of the rising popularity of competitors, who also have a wide
e-commerce platforms in order to range of options.
reach more customers and widen its
distribution channels. Can also widen Economic Factor
the target audience if the bioderm Consumer buying habits may be
can use the social media platform to impacted by economic ups and
advertise their products. downs, which could result in a
decline in demand for premium
Partnerships with Healthcare Institutions personal care items like Bioderm
Collaboration with hospitals, clinics, Germicidal Soap.
and healthcare organizations can help
Bioderm Germicidal Soap build a
reputation and become a reliable
option for germ protection.
Cross Analysis
Strength-Opportunities
S3-O1: Germicidal Properties & Growing Health Consciousness
Analysis: Through the germicidal properties and growing health consciousness, it helps
maintain the healthy benefits of the Bioderm by producing or offering more that will
provide something strong and antibacterial for the customers.
S5-04: Local Brand & Partnerships with Healthcare Institutions
Analysis: Investing in local brands that produce a product for local customers and
recognizing them with the help of partnerships with healthcare institutions that build
awareness and are reliable for germ protection
S2-S4-O2: Attributes of Bioderm & Range of Variants & Demand for Natural
Ingredients

Analysis: By making different variants, like natural ingredients, and by introducing to

the market that Bioderm has natural organic raw materials in the soap brands. that will be
helpful and applicable for different skin types.
Strength-Threats
S5-S4-T1: Local Brand & Range of Variants & Counterfeit Products
Analysis: Since bioderm soap produces a lot of its variants, it is possible that there are
counterfeit products. That's why companies should create awareness of what
differentiates original soap from fake soap. Develop security features or add some
holographic labels.
S4-T3: Range of Variants & Market Saturation
Analysis: should maintain what the standard is when it comes to the operating
procedures to produce the high quality of the soap. as well as as the days pass by.
changing the environment that bioderm adapts to over time.
Weakness-Opportunities
W1-W4-O3: Low Brand Awareness & Low Trust Brand & Online Sales and Online
Advertisement in social media platform.
Analysis: Enhance the advertisements on social media and brand posters, and develop
the interaction with the customer by creating something that will stick in their minds.
W3-O3: Intense Competition & Online Sales and Online Advertisement in social media
platform.
Analysis: Since there are so many competitors in the Philippines. especially in promoting
the brands on social media. Make something that reflects the rising popularity of the
brand by adapting the trend. or add value-added services to make them stand out, and that
will increase the rate of the advertisements.
Weakness-Threats
W4-T1: Low Trust Brand & Counterfeit Product

Analysis: After identifying the fake products, take legal action against the counterfeits. to
prevent some fake products and also to protect the image of the brand.
W3-T4: Price Sensitivity & Economic Factor
Analysis: Develop the pricing strategy, and then use the competitive strategy. set a
standard for the price that is below average in the market for price-sensitive customers.
XI. Target media profile
Billboard advertising
Brand awareness can be increased through billboard advertising. This is due to

the fact that it promotes your company to as many individuals as possible. Billboards
have the maximum number of views and impressions when compared to other
marketing tactics because they are located in such busy areas. It will be effective to
catch the attention of as many automobiles and pedestrians as possible.
Company: DOOH (Digital out of Home)

Locations: Along NLEX, near Harbor Link Exchange, facing traffic coming
balintawak Exit, Mindanao Exit and Metro manila, going to Northern Towns and
Cities.
Size: 40ft height x 50ft width
Monthly Rental: P120,000.00 (VAT not included)
Production Cost: P40, 000.00 (VAT not included)
Installation Cost: P20,000.00 (VAT included)
Traffic Count: 108,489 daily
Company: DOOH (Digital out of Home)

Locations: Along EDSA, before Aurora Cubao intersection, facing traffic coming
Caloocan City and NLEX, going to Ortigas center
Size: 55ft height x 50ft width
Monthly Rental: P300,000.00 (VAR not included)
Production Cost: P55, 000.00 (VAT not included)
Installation Cost: P27,500.00 (VAT not included)
Traffic count: 177,897 daily
Push strategy
Billboards advertising is a push approach strategy, and it aims as mass

audience and occupies a significant space in a specific place, and it can be catchy if
designed well by skilled marketers. A good billboard may make a prospect stop and
view it intentionally or unintentionally. And billboard advertising allows you to easily
target a specific local audience. Today's technology, you can create a demographic
breakdown to show where the majority of your target audience spends their time and
then place your billboards where they will be seen.
Online advertising
To reach wider audience the ads will appear in many online platforms, such as
google website that will use pop-ups ads to attract new customers and when done
correctly pop-up ads can successfully get us to sign up for announcements and site
updates, 10-seconds pop up ads, also with size of 1080 x 1080 pixel and these pop up
ads will run for a month with a cost of P60,800.00 with an estimated of 6,180-14,770
ad click each month and also in TikTok with 30-seconds video that will run in 7days
with an estimated tatal cost of P50,750.00 and an estimated "learn more" button clicks
of 5,303 - 45,378 and in YouTube with 30-seconds video that will run daily for
P2,000.00 with an estimated total of P60,000.00 monthly and estimated impressions
of 750k - 2.5M per week amd estimated views of 22k- 81k per week and also in
Facebook with 1080 x 1080 pixel poster and these ads will run for 20 days with a
budget of P360,000.00 and an estimated 64.5k - 186.3k clicks per day.

Pull strategy
These ads, such as pop-ups, posters, and promotional videos, employ a pull
strategy by employing brief and engaging advertisements that attract the target
audience and encourage them to interact with the company. While posting the adverts
on a popular online platform might attract viewers' interest and draw them to the
products.
Radio Advertisement
Yes The Best, is a radio station owned and operated by Manila Broadcasting
Company, and it is one of the most popular radio stations in the Philippines. The
planner suggests using radio commercial four times a day in 15 days to reach more
audience and promote the brand, with a rate of 20,600 per 30 seconds.
Push Strategy
Radio Advertisement is a example of push strategy in marketing. This
advertisement give a brand recognition to the brand that being promote. By repeatedly
listening to the radio advertisement of the brand audience will became familiar with
the brand.
Television Advertisement
GMA is a popular network nowadays, and it is the best channel that

researchers use to promote their brands. The commercial will appear three times a day
at 7 a.m., 12 nn, and 8 p.m. since that is the time that people get ready to shower.
Push strategy
They are paid commercials produced to promote a good or service and aired
on television programs that are well-liked by the intended audience. Considering
network news programs have an older demographic, you will often see advertisements

for things aimed at them. According to studies, understanding the target audience and
how they spend their time watching television.
XII. Conclusion
Bioderm is one of the well-known bath soaps in the country. It is most

recognizable for its affordability and effectiveness as a product. Aside from the
variety of scents the bath soap has, it also comes in different sizes that depend on the
consumer's usage. Bioderm bath soap features skin-germ protection that can last for
24 hours and apply to a wide range of ages (toddlers to adults). Aside from bath soaps
the company named IPI (International Pharmaceutical Inc.), under which Bioderm is,
offered a variety of household items. The company has multiple warehouses
nationwide and top of a line distribution system to ensure the availability of its
products throughout the country. The company also has affiliations and partnerships
with other countries to distribute its products.
Bioderm has competitors in the industry like Safeguard, Green Cross,

Hygienix, Lifebuoy, and Shield as its closest competition. These bath soaps have
similarities as well as their own unique selling points. In the current market,
Safeguard leads the market share index by 25.61% of the overall market share pie of
the germicidal bath soap industry in the Philippines. Bioderm then followed with
21.57% of the market share which is a close competition considering how big
Safeguard is in the Philippines and also it is from a big international company like
Procter & Gamble. There are a lot of factors that can explain how well-competitive
Bioderm is as a brand, one of the major reasons is mainly the affordability of the
product offerings and being true to their formulation claims to have germicidal and
long-lasting uses in terms of fragrance and it’s bar soap.
Based on the survey that was conducted with the residents of Valenzuela City
from the age bracket of 13 and above years old. To determine the consumer’s point of
view when it comes to the bath soaps they are using every day. The result of the

survey came as follows: According to the survey which majority is from the female
demographic with 62% of the respondents' population. The product that is affordable
when comes to price range and also the availability to their location is Safeguard and
followed by Bioderm. When it comes to the effectiveness of the formula of the
product like treating pimples Safeguard also came in first and to be followed by
Bioderm. However, it is almost at par with Safeguard when it comes to the
cooling/freshness effect of the bath soap. The results of the advertising aspect of the
survey came to conclude that the competitor safeguard has a wide online presence
than Bioderm which lacks it. It also comes to conclude that the factors like advertising,
effectiveness, and affordability play a role in the decision-making of the consumers
and their recommendation of it to other consumers.
Overall, Bioderm has its fair share of strengths and weaknesses that may be
affecting its popularity and sales of its products. One of these strengths that can also
be an opportunity for the brand to take advantage of is that their brand is the soap
formulation promoting germicidal properties in an affordable price range and a
variety of different versions of their soap’s formulation. With the growing concerns
over the health-related well-being of consumers, their products can take advantage of
it. It is also an advantage for Bioderm to be partnered with many Healthcare
institutions to only expose their product to a market that needs it but also leave a
positive impression on their consumers. However, since the product is getting known
there are chances that it might get counterfeited which can cause negative feedback
from the public. Bioderm has also a weakness to its brand like any other business has,
no matter how big or small a company is. One of those weaknesses is low online
brand engagement, the brand isn’t that big when it comes to social media
advertisements, which is also proven further from the survey that consumers aren’t
that well aware of the social media promotions of the brand. Therefore it will be a
great advantage for Bioderm to have n IMC plan for their advertising as it will them
greatly with what they have had weaknesses with.

XIV. Recommendation
Based on the actual findings and conclusion, we recommend the following actions
listed below:
• The survey results shows that Safeguard comes first in consumers' mind when it
comes to affordability and availability even though Bioderm is more affordable than
Safeguard and is also available in sari-sari stores, supermarkets, and drugstores.
Therefore, Bioderm must very well communicate its affordability and availability in
their advertisements in television, radio, online, billboard and social media.
• When it comes to the magazine and newspaper advertisement, Bioderm is on the
last rank among its competitors. For this reason, Bioderm should exert more effort to
print advertisements such as magazines and newspaper to reach its niche market
segments.
• The main factors that influence consumers in their buying decisions are
affordability, family, and advertisements. With, Bioderm can combine these factors
into one strategy and that is to improve their advertisements that highlights the
product's affordability and its protection for the whole family.
• Bioderm has a low social media brand engagement and consumers are only aware
of its facebook advertisements. Therefore, Bioderm should increase brand
awareness through other social media platforms such as Instagram, Tiktok and
Youtube and increase social media engagements.
• Among the Bioderm's media channels, the television advertisement of Bioderm is
the most viewed by the consumers, on the other hand, consumers are not aware and
do not notice the soap's billboard advertisement. Thus, Bioderm can make their
television advertisement more interesting, persuasive, and remarkable. In addition,
the brand can also put up an eye-catching billboard in busy areas to catch
consumer's attention and introduce the different variations of its soap to as many
individuals as possible.
• Bioderm is almost well-matched to Safeguard regarding its effectiveness on treating
skin ailments, its cooling and refreshing effect. For that cause, Bioderm should
convey its product uses and features more effectively and consistently on their
marketing communication channels to reach or outreach the level of Safeguard in
terms of the soap effectiveness and uses.

XV. Advertisement Materials
Internet Advertising Posters

Internet Advertising Posters

Billboard
Radio
https://drive.google.com/file/d/19Ko2YsowBWYGzmb33ylvO6mB8pQDAvTd/view?usp=sh
aring
Pop-Up Advertisement
https://drive.google.com/drive/folders/19KmpQYKXkSSYaMpA2Rkpte5M8vz-rH_j

XIII. Action Plan
Action Plan for BIODERM's Integrated Marketing Communication

Television Advertisement
Cost/30s
Network Spot Time Slot Frequency Commercial Technique
WEEKDAYS
DAYTIME AND PRIMETIME
Morning Slice-of-
Unang Hirit Twice PHP299,000
5:30-8:00AM Life
Abot-Kamay na Afternoon Slice-of-
Once PHP299,000
Pangarap 2:30-3:20PM Life
Primetime
Voltes V Legacy Once PHP500,000 Slife-of-Life
8:00-8:50PM
TOTAL PHP1,397,000
GMA WEEKENDS
DAYTIME AND PRIMETIME
Morning Slice-of-
CARTOONS Twice PHP299,000
8:00-10:00AM Life
Afternoon
11:30 -
Eatbulaga 2:30PM Slice-of-
Once PHP299,000
Life
All out Sunday 12:00-2:00PM
Primetime
Magpakailanman 8:00-9:15PM Slice-of-
Once PHP500,000
Jessica Soho 8:50-10:40PM Life
TOTAL PHP1,397,000
STATION TIME SLOT Frequency Duration Cost/30s Commercial Technique

RADIO ADVERTISEMENT
Jingle Announcer
YES THE BEST
6:00-10:00AM TWO 15DAYS PHP 25,500
Technique
101.1
TOTAL PHP 382,500

BILLBOARD ADVERTISEMENT
Place Type Size Period Cost
NLEX MALINTA SB Static Billboard 40ft (H) x 50ft (W) 1 Month PHP 201,600
EDA CUBAO SB Static Billboard 55ft (H) x 50ft (W) 1 Month PHP 428,400
EDSA - MAGALLANES LED Billboard 54.6ft (H) x 73.5 (W) 1 month PHP 702,000
TOTAL PHP 1,332,000
SOCIAL MEDIA
PLATFORM COMPONENT REACH PERIOD COST TECHNIQUE
FaceBook Poster 64.5k - 186.3k Per Day 30 Days 360,000 Cost Per Impression
Per Month Slice-of-Life
TikTok Bumper Ads 5,303 - 45,378 Per Day 7 Days 7,250 Cost Per Impression
Per Day Slice-of-Life
Google Ads Pop-up Ads 6,180 - 14,700 Per Day 30 Days 2,000 Cost Per Click
Per day Cost Per Impression
Youtube Ads Bumper Ads 22k - 81k Per Week 4 Weeks 14,000
Per Week
TOTAL PHP 526,750

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PAMANTASAN NG LUNGSOD NG VALENZUELA

Tongco St. Maysan, Valenzuela City

June 30, 2023

“Integrated Marketing Communication Plan”

In Partial Fulfillment of the Requirements in MKTG 8

Advertising and Promotion for 2nd Semester

Academic Year 2023

Cañares, Anna Liza R.

De Asis, Antoinette Liera B.

Gaño, Alexander James

Javier, Van Saniel N.

Nacional, Kristille Ivy B.

Peralta, Ella Mae D.

Pongan, Hazel Aubrey G.

Dr. Ryan C. Dela Peña

BSBA Major In Marketing Management 3-1 1

Title Page .................................................................................................................... 1

II. Plan Objectives……………………………………………………………………5

III. Integrated Marketing Communication Objectives……………………………….6

IV. Product Brief……………………………………………………………………..8

V. Current Industry Position……………………………………………………….... 15

VI. Market Segmentation………………………………………………………….... 20

VII. Contact Points………………………………………………………………...... 21

VIII. Brand Equity Index………………………………………………………….... 22

C. Unique Selling Proposition………………………………………………..... 26

IX. Marketing Communication Index……………………………………………….29

BSBA Major In Marketing Management 3-1 2

XI. Target Media Profile…………………………………………………………. 35

XV. Action Plan…………………………………………………………………….44

BSBA Major In Marketing Management 3-1 3

A company's use of a variety of communication methods and channels to

In conclusion, the success of Bioderm depends on having an IMC plan. The

BSBA Major In Marketing Management 3-1 4

II. Plan Objectives

➢ Increase Brand Awareness

➢ Drive Product Trial and Adoption

Encourage consumers to try Bioderm Germicidal Soap through highlighting

➢ Build Trust and Credibility

Communicate the soap's high-quality ingredients and manufacturing standards.

➢ Foster Customer Engagement and Loyalty

➢ Expand Distribution Channels

Increase the availability and accessibility of Bioderm Germicidal Soap

BSBA Major In Marketing Management 3-1 5

➢ Conduct Market Research and Analysis

III. Integrated Marketing Communication Objectives

BSBA Major In Marketing Management 3-1 6

⚫ Build brand awareness to the public by creating numerous advertising efforts to

⚫ An effort of a three-year long-term plan to increase the significance and

BSBA Major In Marketing Management 3-1 7

IV. Product Brief

⚫ Skin-germ protection (99.99% germ killing)

Packaging format types & materials

⚫ 135 grams carton formats

BSBA Major In Marketing Management 3-1 8

International Pharmaceuticals, Inc began in 1959 with the perseverance and

BSBA Major In Marketing Management 3-1 9

⚫ Ensure customer satisfaction by providing affordable, innovative, quality

Omega Pain Killer - is a liniment for

BSBA Major In Marketing Management 3-1 11

Casino Ethyl Alcohol - is made from

Bioderm Bath Soap - is a skin-friendly

Efficascent Oil - is a trusted brand of

Dr. S. Wong's Sulfur Soap - is a

Aceite de Manzanilla - helping expel