10 STEP

Marketing Plan for DOWNY

Rosalia Reyes
October 2010 Product
Photo here

1
5 Steps for Part 1
(PTM and Positioning)

1. Downy PTM are “housewife/hosemaid”

2. Who want their clothes to be comfortably
soft using fabric softener
3. Can choose Del, Vernel etc.
4. Gap is other brand focus on low cost and
broad range of fragrances.
5. The market size is P 12 Billion.
6. Downy niche is P3 Billion.
 5 Steps for Part 2
(Marketing Mix & Strategy)

6. Downy Ultra Fabric

Conditioner
7. Is 10% premium
8. Uses TV commercials
9. Is distributed nationwide
10. Uses a niche approach to win
Positioning to the
Primary Target Market

Part 1:
Steps 1 to 5

4
 1.Downy primary target market
(PTM) are the housewife
 Demographics (20-40,F, social class
BCD, doing laundry chores)
 Lifestyle (want to save on water and
electric bill, caring for family by using
 softener to make fabric/clothes soft)
 Behavior (washing of clothes, feel of
 soft fabric, long lasting fragrance)
Feel confident that laundry has
been totally cleaned and softened
everytime by using Downy
2. PTM’s NWE
Housewife/Housemaid need
To save, Conserve Water and Reduce Electric Bill,

Housewife/Housemaid choose Downy over other fabric

softener because of its promises to remove all suds,
clothes end up smelling with perfume, also has an
anti-bacterial action that kills and disinfect, ….

Housewife expect when they use Downy: To make

fabric softer, pleasant fragrance, anti-bac features,
clothes smells with perfume , make ironing easier
3a. Downy has many
formidable competitors
 Direct: Del, Vernel,

 Indirect: Detergent/Powder Soap

 Variables: Features, Price, packaging, specific

use, convenience of use, availability, occasion
of use, brand
3a. Competitors
 Determine the 2 most critical variables
 Make a position map plotting the
different competitors
3b. Competitive Position Map

1. Price vs. Features

2. Brand vs. Positioning

Ensure fabric softness=represent relative

market shares of the brands
 Downy is #1 in niche: high
priced product with features
Features
Savings Fragrance Anti- Sun-Rise
Price on Water Bacterial Fresh
& Electric Action
Bills Hypoallergenic
High
price Downy Downy Downy Downy
Sun-Rise
Isang Banlaw Passion AntiBac Fresh

Low Vernel Floral

Del Pure Cotton
Del
Fresh Shower
Price Scent Fresh Blue
 Downy’s unique positioning is
shown in this competitive map
Positioning vs. Brand Matrix
Downy Vernel Del

Softens Fabric Yes Yes Yes

Fragrances Yes Yes Yes

Price
High Low Low
Competitor offers broad range of fragrances and
low price positioning.
 4. Downy positions strongly in
a niche market opportunity

Downy is the only fabric conditioner

 that gives comfortably soft clothes ( Downy

SunRise Fresh )
 clothes smells with perfume (Downy Passion)

 save on water and electric bill. (Downy Single

Rinse )
No brand has a similar position.
Others focus on low price and broad range of
fragrances
5a. Estimate the market size
using competitor data

1. Top 7000 Corporation Data or news

 Total Sales from 1 product companies
 % of sales from multi-product
2. vs. known Industry size comparisons
3. vs. 1-1 suppliers
4. Visual observation- warehouse
5. Pirating personnel or garbage
6. Illegal interview
7. “Share of Shelf”
 5a. Based on competitor data,
fabric softener market is P8billion

P & G comes 37% of the local market share

for laundry products, which accounts for
50% of the company’s total P30 billion annual
sales.

SOURCE: http://www.tradingmarket.com/.site/news/stock20%News/2255914
5b. Estimate the market size
using company data

1. Claimed market share

2. Guees estimate on market share
 Fair share of market
 Distribution extent
3. Historical sales
5b. Based on P & G data,
where Downy share is 37%,
total market size is 8 billion
1. Procter & Gamble data: Downy sales
is P3 billion

2. Procter & Gamble claims market share

of 37%

3. Then total fabric softener market size

is P13 billion/0.37 = P 8 billion
5c. Estimate the market size
using customer data

1. Usage per day or per year

 Per washing
 Per household
5c. Consumer data indicates
a size of P 3.36 billion

Fabric Conditioner Usage:

5 million Filipinos wash clothes average of

2x a week using 2 35 mL fabric
softener which costs around P7.00
each 35mL.

5 M x 2 x P7.00 X 48 = P3.36 billion

5. Concluded that fabric
softener market is 8 billion
1. Competitor data= P 5 B

2. Company data = P 3 B

3. Usage data = P 3.36 B

The Marketing Mix Strategy

Part 2:
Steps 6 to 10

21
6a. Fabric softener is
dominated by 3 major brands

 Photo shot of
 Competitor

Product shot 2
of indirect competitors
 6b. Product Description
 Downy is a fabric softener produced by
 Procter & Gamble, and is used on clothes
 after washing to prevent static cling that
 make clothes so comfortably soft to the touch.
It is available as a liquid or as dryer sheets.
 There are 4 variants- Sunrise Fresh, Passion,
AntiBac, Single Rinse etc.
 There are 4 sizes, 22 mL sachet, 35 mL, 100 mL
and 1 Liter
 6b. Product Description

Ultra Downy®Liquid
Ingredient Purpose
Water process aid
diethyl ester dimethyl ammonium chloride Softening agent
Fragrance Fragrance
Starch Structuring agent
Ammonium chloride Chlorine scavenger
Calcium chloride process aid
Formic acid pH modifier
Polydimethylsiloxane Anti ‐foam agent
Liquitint™ Blue colorant
Benzisothiazolinone preservative
diethylenetriamine pentaacetate, sodium salt chelate metals in product
 6c. Product Expertise

Downy Isang Banlaw – promises t remove all suds

from washed clothes in just one rinse

Downy Passion – clothes that are

washed end up smelling with per-
fume with a pleasant fragrance.

Downy AntiBac – aside from softening

the fabric, it also has an anti-bacterial
action that kills and disinfects bacteria
left after washing.
7. Price-
Downy is 25% premium priced
in affordable packs
 Downy Sunrise Fresh 35 mL = P7.00
 Downy Passion 35 mL = P7.30
 Downy AntiBac 35 mL= P7.00
 Downy One Rinse 35 mL = P7.00
 Downy 400 mL = P80.75
 Downy 1 Liter= P193.00
Downy is priced at 12.5% higher than
Del and 25% higher than Vernel with
aim of maximizing profits in its niche
8a. Promo
 Pillow (Downy Philippines)
Pillow is a commercial from Downy Philippines that
shows two children engaging in a pillow fight. At one
point, one child seems to have been hit hard and falls
on the floor. It is then implied that the pillow case was
not rinsed with Downy. Therefore, the ad suggests the
use Downy Fabric Conditioner to make cloths
comfortably soft.

8a. Promo
 8a. Promo

Get a coupon for

Your favorite downy

P & G Everyday Savings Helping Kids

Sign up for Newsletter

Every quilt has a story

8b. Competitor promo

Show also how your key competitors

communicate
Their commercials
Their websites

And why your communication stands out

 8b. Competitor promo

Fabric softener which not only makes the

laundry soft, but gives it a long-lasting
pleasant fragrance.
A touch of Vernel for an especially fragrant
and soft experience pampers you with a
unique feel-good experience.

Vernel – The small luxury I treat myself to

8b. Competitor promo

Vernel Is Available In
Vernel Floral Fresh – Floral scent

Vernel Tender Touch – Baby care scent

Vernel Jasmin – Floral jasmine scent

Vernel Silky White – Amber Rose scent

with Virgin Coconut Milk for extra
softness
8b. Competitor promo

With Del’s improved Stayfresh Formula,

clothes have SUN-DRIED freshness in
every wash, that’s easy on the pocket
too. Has antibacterial action that prevents
growth of germs that cause
malodor on clothes.
Del Fabric Softener
Caring for your Family’s Needs.
8b. Competitor promo

DEL Is Available In
Shower Fresh Blue

Blossom Fresh Pink

Summer Fresh Yellow

Lavender Breeze

Hypoallergenic Pure Cotton Scent

9. Downy is distributed nationwide
using Procter & Gamble distibution
network

 Supermarkets, sari-sari stores, convenience

outlets, drugstores, market stalls
 Nationwide
 Delivered
 Cash and credit transaction
10. Downy is a niche leader

Downy’s main strategy is to dominate the

niche market of 20 to 40 years old
housewife/housemaid while washing using
fabric conditioner/softener on their clothes.
It benefits from the distribution leverage of
Procter & Gamble.
Has an excellent, premium priced, excellent
product distributed nationwide.
 SUMMARY

Marketing Plan

37
 10 STEP
Marketing Plan for DOWNY

Rosalia Reyes
October 2010
5 Steps for Part 1
(PTM and Positioning)

1. Downy PTM are “housewife/housemaid”

2. Who want to save on electric/water bill
3. Can choose Del, Vernel etc.
4. Gap is all other brands focus on low cost
and broad range of fragrances
5. The market size is P 8 Billion. Downy niche
is P3 Billion.
5 Steps for Part 2
(Marketing Mix & Strategy)

6. Downy a fabric softener

7. Is 10% premium
8. Uses TV commercials
9. Is distributed nationwide
10. Uses a niche approach to win