Marketing Communication Plan

Dignomo, Christine Gaile

Jasmin, Niña Grace
Labindao, Adriel Mark
Lappay, Marjorie Ann
Romero, Aleah Nicole
Uy, Micah Angelica
II. The Challenge

Product Name: DEFENSE 2 in 1 Pepper Spray and Alcohol

Challenge: Making self-defense product known to the market

Opening the path to a safer world is not impossible. Our 2 in 1 Pepper Spray

and Alcohol will provide the buyers a defense and barrier against criminals and

infections in just one product and purchase. We have come up with a product that is

convenient and efficient and can change your doubt and fear to go outside. Change

and new things are scary but it can really made a difference especially with our new

product that can save a life with just one burst.

III. Environmental Analysis

 Political Analysis

1. Government stability

2. Government policies

3. Regulation of trade

 Economic Analysis

1. Interest

2. Market trends

3. Imports/Exports Regulations

 Socio-Cultural Analysis

1. New popular interest

2. Violence

3. Population
  Technological Analysis

1. New technology for the company

2. Competing technology

3. Opportunity for innovation

IV. Company Analysis

A. Name of the Company

 DEFENSE Corporation

 History

DEFENSE Corporation was founded at 15th of October 2010 in a small

townhouse at Sampaloc, Manila. The founding members, Aleah Nicole

Romero, Christine Gaile Dignomo, Marjorie Ann Lappay, Niña Grace

Jasmin, Micah Angelica Uy, and Adriel Mark Labindao established the

corporation with a purpose to manufacture and market the best less

than lethal self-defense spray products available to the civilian market.

Since the founders are mostly women, it is primarily for female self-

defense and the personal security and personal safety of concerned

and vulnerable citizens. DEFENSE Corporation concentrates on

quality products rather than a wide variety of products so their product

selection is actually quite limited compared to other manufacturers.

Their defensive sprays are characterized by having longer ranges up

to 20 feet, which far exceeds the norm for their competitors.

 B. Owners Profile

Niña Grace S. Jasmin

Bgry. Fairview

Quezon City, Philippines

ninagracejasmin18@gmail.com

+63 923 744 7526

EDUCATION

Ph.D. in Surgery, 2020– University of Cambridge

M.A in Medicine and Surgery, 2017 – University of the Philippines

Doctor of Medicine, 2013– University of the Philippines

B.S. in Nursing, 2009– Far Eastern University, Nicanor Reyes Medical Foundation

PROFESSIONAL EXPERIENCE

Co-founder, DEFENSE Corporation -2015-present

Investor, Green Cross Philippines- 2017-present

President, Philippine Medical Association – 2020-present

President, Philippine Association of Thoracic and Cardiovascular Surgeons Inc. – 2019-

present

Chief of Surgery, Philippine General Hospital – 2019-present

Consultant (Department of Thoracic and Cardiovascular Surgery), Philippine General

Hospital – 2016-present

QUALIFICATION AND SKILLS

1. A bright, eager mind, manual dexterity and physical skills for performing an operation.
2. Specialist knowledge for accurate diagnosis of a patient’s condition.

3. Ability to adapt to a changing environment – as healthcare evolves and there are

medical developments, you will need to have commitment and enthusiasm for learning

new skills and techniques.

4. Leadership skills to manage your team and help to train the surgeons of the future.

AWARDS AND HONORS

“Award of Excellence” World’s Best Doctors – 2020

“Most Outstanding Professional in Medicine” PRC Awards – 2014

LICENSES AND CERTIFICATIONS

Board Certified Medical Doctor, 2013

Board Certified Cardiothoracic Surgeon, 2017

Practice at Thoracic and Cardiovascular Surgery, 2020

MEMBERSHIPS / AFFILIATIONS

DEFENSE Corporation

Green Cross Philippines

Philippine Medical Association

Philippine Association of Thoracic and Cardiovascular Surgeons Inc.

Philippine General Hospital, Department of Surgery

Aleah Nicole Romero

Brgy. Minuyan

Norzagaray, Bulacan

aleahromero110602@gmail.com

+63 995 389 4897

EDUCATION

Ph.D. in Cardiology, 2020 – University of the Philippines

M.S. in Cardiology, 2016 – University of the Philippines

B.S. Degree in Medical Laboratory Science, 2011 – University of the Philippines

PROFESSIONAL EXPERIENCE

Co-founder, DEFENSE Corporation

Cardiologist, Philippine Heart Center, September 2018 to Present.

QUALIFICATION AND SKILLS

1. Extensive experience in the diagnosis and treatment of a wide range of

cardiovascular conditions.

2. Comprehensive knowledge of the different diseases of the heart and blood vessels

and the procedures involved in their diagnosis and treatment.

3. Ability to implement effective and cost-efficient care plans for timely and complete

patient recovery.
HONORS/AWARDS

ASCB Public Service Award, 2021

Albany Medical Center Prize, 2021

CERTIFICATES AND LICENSES

Cardiac Care Recognition

MEMBERSHIPS/AFFILIATIONS

DEFENSE Corporation

Philippine Heart Association

Association of Diabetes Nurse Educators of the Philippines, Inc.

Adriel Mark Labindao

Brgy. Minuyan Proper, Towerville

CSJDM Bulacan

adrielmarklabindao026@gmail.com

+63 926 556 8917

EDUCATION

Ph.D. in Nursing, 2020 – Harvard University

M.A. in Nursing, June 2015 – University of the Philippines

B.A. in Nursing, June 2013 – University of the Philippines

PROFFESIONAL EXPERIENCE

Co-founder, DEFENSE Corporation

Chief Nurse, Seattle Grace Hospital, Seattle, USA – 2020- present

Nurse, St. Luke’s Medical Center – 2015-2020

QUALIFICATION AND SKILLS

1. Ability to oversee CNAs and organize many patient charts

2. Knowledge to perform and evaluate diagnostic tests

3. Ability to work directly with patients, families, and doctors

4. Experience dressing wounds, administering medication, and aiding doctors in

medical procedures
AWARDS AND HONORS

Best Surgical Nurse, St. Luke’s Medical Center Awards Night, 2017

CERTIFICATES AND LICENSES

Registered Nurse, 2015

MEMBERSHIPS / AFFILIATIONS

DEFENSE Corporation

Seattle Grace Hospital

St. Luke’s Medical Center

Marjorie Ann B. Lappay

Brgy. Sto. Cristo

CSJDM, Bulacan

lappaymarjorie21@gmail.com

+63 982 2123 2931

EDUCATION

Ph.D. in Nursing, 2020- University of Santo Tomas

M.A. in Nursing, June 2015 – University of Santo Tomas

B.A. in Nursing, June 2013 – University of Santo Tomas

PROFFESIONAL EXPERIENCE

Co-founder, Defense Corporation

Pediatrician, St. Luke's Medical Center, 2016

Pediatrician, Mayo Clinic – Rochester, 2020

QUALIFICATION AND SKILLS

1. Effective decision-making skills.

2. Leadership and management skills.

3. Communication skills, compassion and a good manner.

AWARDS AND HONORS

Outstanding Pediatrician Award 2019

CERTIFICATES AND LICENSES

Registered Nurse, 2012

Board Certified Medical Doctor, 2016

MEMBERSHIPS / AFFILIATIONS

Defense Corporation

St. Luke's Medical Center

Mayo Clinic – Rochester

Micah Angelica A. Uy

Crusher, Brgy. Bigte

Norzagaray Bulacan

miahangelicauy133@gmail.com

+63 926 859 5526

EDUCATION

Ph.D. in Pediatrics, 2015 — University of Sto. Thomas

M.D., 2010 — University of Sto. Thomas

B.S. Medical Technology, 2006 —- University of Sto. Thomas

PROFESSIONAL EXPERIENCE

Co-founder, DEFENSE Corporation

Chief of paediatrics, Boston Children’s Hospital, Boston, USA — 2020 — present

Paediatrician, National Children’s Hospital, Quezon City, Philippines —2015-2020

Medical Doctor, Skyline Hospital, San Jose Del Monte Bulacan, Philippines — 2010-

2015

QUALIFICATION AND SKILLS

1. A technically competent health care professional.

2. Excellent patient relation.

3. Skilled with children health care.

 4. Excellent communication skills

5. Knowledgeable in modern medical equipment.

AWARDS AND HONORS

Most outstanding Paediatrician award, Philippine Pediatric Society (2019)

Model of Team Excellence Award, University of Sto. Thomas, 2015

Summa Cum Laude, University of Sto. Thomas

CERTIFICATES AND LICENSES

Certified Paediatrician, 2015

Medical Doctor, 2010

Medical Technologist, 2006

MEMBERSHIPS / AFFILIATIONS

Member, The American Board of Paediatrics — Present

Member, Child Care Association (USA)

Philippine Pediatric Society

Christine Gaile Dignomo

San Vicente

Santa Maria Bulacan

dignomogaile@gmail.com

+63 966 824 5005

EDUCATION

B.S. in Civil Engineering, June 2015 – Massachusetts Institute of Technology

A.P. Flight Attendant, June 2010 – Liberty University

B.A. in Interior Design, June 2006 – Stanford University

PROFFESIONAL EXPERIENCE

Co-founder, DEFENSE Corporation

Engineering Project Manager, Arup, USA – 2021- present

Flight Attendant, Emirates, UAE– 2010-2014

QUALIFICATION AND SKILLS

1. Ability to build a house and buildings

2. Ability to communicate and listen to my co-workers

3. Knowledge to speak clearly for my passengers to understand

4. Look for ways to help people

5. Change behavior in relation to others’

AWARDS AND HONORS

Advocate of the year Award, Arup Corporation Awards Night, 2020

Tonight’s Most Stunning Posture Award, Emirates Mega Event, 2012

CERTIFICATES AND LICENSES

Professional Engineer, 2021

Stewardess, 2011

MEMBERSHIPS / AFFILIATIONS

DEFENSE Corporation

Arup Corporation, USA

Emirates, UAE
C. Vision and Mission

Vision

To become the Asia’s most favored and convenient self-defense company.

Mission

Total commitment to offer the best product for self-defense to bring safety

for everyone in a budget friendly price and to manufacture and market the

best less than lethal self-defense spray products available to the civilian

market.

D. Product Description

 DEFENSE 2 in 1 Pepper Spray and Alcohol is the product you don’t think

you need but you do. With the innovative minds of our founders and

researchers, pepper spray and alcohol in one formulation is made possible.

In just one product, it will protect you from both robbers/assailants and

virus/infections. The DEFENSE 2 in 1 Pepper Spray and Alcohol is a

powerful and fragranced spray with moisturizing ingredients and varied

variants like Pepper, Chili, Vitamin E, Aloe and Cinnamon Fragrance. The

irritant is extremely power packed and seeks to be a savior which you must

carry with you, every time, everywhere. The handy bottle comes with an

easily accessible aerosol, covering a range of 12 feet and is all you need

during imposition any sudden threat. A splash of this little warrior, helps you

save yourself from an unfortunate circumstance and helps you protect

yourself and feel safe. The protective cap helps in keeping the spray out of

any spillage. Effects of the spray usually last till 45 minutes in the eyes after
 the burst and is an instant solo rescue provider. The bottle comes with an

average 45 bursts if used appropriately and is thus cost-effective. The bottle

weighs 35 grams and is 100% lab tested. The DEFENSE 2 in 1 Pepper

Spray and Alcohol by DEFENSE Corporation seeks to make you feel at

ease and live your life without any second thoughts. We make sure that you

feel protected in disguise even after sunset and do not have any second

thoughts of visiting your favorite place at any point in time.

E. Prototype

 Dimensions and Design

Market Analysis
Market A

Product: DEFENSE 2 in 1 Pepper Spray and Alcohol

DEFENSE Corporation primarily targets female and vulnerable citizens such as students

and elderly. However its products can be also used by the law enforcement such as the

police and barangay tanod. Our best seller, 2 in 1 Pepper Spray and Alcohol, is very

affordable and budget friendly. DEFENSE Corporation targets middle to low income

family because the company believes that middle to low income individuals are mostly

exposed and vulnerable in midnight robberies and some sort of crimes like hold-up.

Competitor Analysis

BRAND LOGO PRODUCT PRICE PLACEMENT

 Safe Trainer  P356.49  Physical
Water Spray Stores
 Sport Pepper  P866.49  Hardware
Spray- Black (e.g. ACE
 Neon Pocket  P1,376.49 Hardware)
Model and  Mace® Brand
Personal Alarm (Site)
Combo Delivery
 Pepper Gel  P2,549.49  Amazon
Magnum 9
 Compact Pepper  P509.49  Physical
Spray with Clip Stores
 Pink Designer  P509.49  Hardware
Label Pepper (e.g. ACE
Spray Hardware)
 Runner Pepper  P662.49  SABRE (Site)
Gel with Delivery
Adjustable Hand  Amazon
Strap
 Key Case  P1,019.49
Pepper Spray
with Quick
Release Key
Ring Combo
Pack
 Alcoplus Ethyl  P41.00  Grocery
Alcohol 70% Stores
150ml  Hardware
 AlcoPlus  P112.00 (e.g. ACE
Isopropyl 70% Hardware)
Solution (500ml)  Lazada
with Vitamin E,  Shopee
Tea Tree Oil &
Moisturizer
 AlcoPlus  P118.00
Isopropyl 70%
(330ml) with
Vitamin E, Tea
Tree Oil &
Moisturizer (in
Spray bottle)  P672.00
 Alcoplus
Isopropyl
Alcohol 70% 1
Gallon
SWOT Analysis
 Business – DEFENSE Corporation (Self-Defense Company)
Strengths Weakness

- DEFENSE Corporation’s low cost - Limited products compare to other

structure helps it produce at a low self-defense manufacturers

cost and sell its products at a low - The very limited market segment it

price, making it affordable for its caters to makes its presence only

customers. in very few areas

- Unique products compared to - Restricted market presence

competitors - The company has low levels of

- 100% efficiency in all its products current assets compared to current

- Its products have maintained liabilities

quality over the years and are still - Weak brand

valued by customers.

Opportunities Threats

- Increasing use of social media⁠— - Other pepper spray businesses in

place some social media ads the country, competition is

- New products, expansion of product increasing

lines (Taser light, security locks, - The fluctuating interest rates in the

etc.) country do not provide a stable

- In-line with advanced technology: financial and economic

Company firmly believes in going on environment.

- Mature market competitors

 and competing with latest - Substitute products

information tools.

- Innovation and research

- Online market

 Product – 2 in 1 Pepper Spray and Isopropyl Alcohol

Strengths Weakness

- Made of finest quality material and - Can cause irritability and allergic

non-toxic formulation reactions due to skin sensitivity

- Low costs basic customer need - Supply of the product is subject to

- Increasing demand for safety and significant volatility

security - Not safe for kids

- Efficient product for assuring the - Health effects of consuming

safety of an individual inflammatory agents

Opportunities Threats

- Product innovation and growth - Increased competition in specialty

platforms of alcohol and pepper spray

- New packaging materials - New advancements in technology

- New and innovative formulation of - Changing customer of preferences

the product - Weak spray compare to other

manufacturers