NEW MODESS WITH DISPOSABLE UNDERWEAR

EXECUTIVE SUMMARY Johnson & Johnson were founded by three brothers: Robert Wood Johnson, James Wood Johnson and Edward Mead Johnson in 1886 with the Headquarters located at New Brunswick, New Jersey in United States of America. It is an international American pharmaceuticals, medical devices and consumer packaged goods manufacturer founded in 1886 and pioneers the first commercial first aid kits; manufacture the first mass-produced sanitary protection products for women,

a dental floss to make it affordable so that people can take better care of their teeth, band aid and brand adhesive bandages, pioneered the family planning products such as Gynol which is the first prescription contraceptive gel, the Johnsons baby shampoo with No more tears designed to be gentle enough to clean babys hair without irritating their eyes and others such as Clean & Clear facial wash

and Acuvue contact lenses.

The corporation includes some 250 subsidiary companies with operations in over 57 countries and products sold in over 175 countries. The company also have its expansion worldwide with the continuing support in United Nations Millennium Development Goals to improve the health of mother and children in developing countries.

As a founding sponsor, J&J helps launch the United States first free mobile health service, providing health information via text messages for pregnant women and new mothers. In the current year J&J celebrates 125 years of caring and looks to the next 125 years of transforming care for patients, consumers and communities around the world.

In the Philippines, Johnson & Johnson has been part of Filipinos lives since 1956. We offer a wide array of products in the consumer, medical devices and pharmaceutical sectors. The country also hosts a center supporting Johnson & Johnsons global finance shared services program. The Johnson & Johnson Philippine office is located in Paraaque City, Metro Manila.

I.

SITUATIONAL ANALYSIS Nowadays, the feminine protection market or the feminine hygiene product is saturated by many different brands and usage of sanitary napkin and panty liners have become common in the country with brands struggling to maintain some form of differentiation of the products by continuously coming-up with new features, augmented product, designs and quality. With the new modess with disposable menstrual underwear women will satisfy their needs, comfort, easy life style and accessibility.

A. MARKET SUMMARY The product will be available and distributed among women (teens, students, working women) and other

interested parties/business that can avail and purchase the product offered. B. MARKET DEMOGRAPHICS  Geographic The product will be available and distributed among stores, establishments and facilities and any businesses nationwide.

 Demographic Any women who have their menstrual (monthly) period, for those who have busy schedules and working and except to those women who are already in the menopausal stage (50 above) and for those who are not having their time of the month.

PERSONALITY Confident Care of appearance Like outdoor activities

C. MARKET NEEDS Unique, convenient accessible and easy to wear sanitary napkin with disposable underwear. High quality, safe and hygienic product at reasonable cost Product and customer loyalty and satisfaction

D. MARKET TRENDS Today, sanitary napkins are available in a wide variety of patterns, designed into consideration both comfort and style. Some major innovations includes a fabric with soft material of the lining, introduction of wings, night, regular/maxi, ultra and super thin/slim, fragrant pads and the introduction of panty liners and the reduction of the pad thickness. Nowadays, most women even have their own standard sanitary pad brands. Besides, most brands come in very nominal prices which have made sanitary napkins a common household item.

E. MARKET GROWTH
The modern disposable sanitary napkins began its commercial production in the U.S. in 1896. Modess sanitary napkin got its start in 1926 with Johnson and Johnson. J&J manufactured Listers Towel in 1896, the first commercial disposable pad, made of gauze covered with cotton. But because of the changing environment and needs of the people, pads did not reach many women and were eventually pulled-out form the market.

 Modess pad seems to have the second major brand after Kotex to survive in the Modern Era, although its gone in the U.S.A today. Started in 1926, five to six years after Kotex, it early had difficulty competing with Kimberly-Clark sanitary napkins which caused J&J to commission Dr.LilianGilbreth to study the market and report back. In the early 1970s revolution, adhesive strips holding the pads in the crotch of womens underwear and smaller pads changed the industry, essentially killing the belt-and-pad market to the relief of most women.

Over the years, women have used different forms of feminine protection during their menstrual period such as menstrual aprons, tampons, knitted pads and other kinds of absorbents, thicker towels and even rags. In the Philippines, women used a cotton cloth called pasador/pasadora, but it requires only for the household use. Eventually, the disposable boomed, the first that have been commercially available from 1896 up to present through Johnson and Johnson.

F. TOWS ANALYSIS
 THREATS Uncontrollable competitions Customers loyalty to other brand.  OPPORTUNITIES Widely available product and diversity in consumers needs. Launching of safe, convenient sanitary napkin with disposable underwear that will give customer satisfaction and easy& convenient lifestyle positive profit and sales growth projection

 WEAKNESSES Dependency on the success of the launch product Not all women will purchase the product especially those who are not yet having their time of the month.  STRENGTH strong market position and brand image wide geographical presence

G. COMPETITION Modess manufactured by J&J lead the feminine protection market. Butstill, there are several feminine hygiene companies competing with each other. The most well-known competitors of J&J are the Kimberly-Clark Company, the manufacturer of Kotex and other pharmaceuticals, Procter and Gamble for Whisper, and in the local industry of sanitary napkin, the Unitrade Merchandise Incorporated for Charmee, and

other sanitary pads such as Newtex, Carefree, and Sisters,etc.

COMPETITION OF FEMININE HYGIENE PRODUCT FOR SANITARY PADS

(Regular/Maxi 8 - Pads) Product Manufacturer Price (8Pads)(Php)

Modess

Johnson and Jonhson

31.25

Newtex

Kimberly-Clark

23.5

Carefree

Johnson and Jonhson

16.35

Charmee

Unitrade Merchandise Inc.

18.50

Whisper

Procter and Gamble

28.25

Kotex

Kimberly-Clark 33.65

H. PRODUCT OFFERINGS
Johnson and Johnson offer many products as follows: For baby and kids (powder, baby bath shampoo, oil and colognes) Beauty (Clean&Clear) Childrens pain management medicines Cough, cold, sinus and allergy (Benadryl, Codral, Sudafed) Eye care (Visine) Hair loss management

Gastrointestinal (Glycerin, suppositories) Nutrition (Splenda) Oral care (Listerine) Smoking cessation (Nicorette) Womens health (Modess, Carefree and Stayfree)

I. CRITICAL ISSUES

Sanitary napkin whether its with wings or non-wing, ultra thin, regular/maxi, extra long, g-string, night pads, scented or unscented and anions, has a great impact on the environment. One of the Environmental groups is the Bangon Kalikasan Movement. They criticized many mountains of trash which contains a very high volume of soiled baby diapers and used Sanitary napkins.

The modern sanitary napkins, whether net-like or non-woven is also made plastic especially the bottom layer as well as its packaging which are non-biodegradables. In dumpsites, it contributes to toxic emissions especially when mixed with heavy metals like lead, cadmium and mercury. This emission is most like dioxins which is carcinogenic and can cause Tuberculosis and other respiratory diseases as well.

II.

MARKETING STRATEGY
Marketing strategy is more focus on women and businesses who wants to have the offered products. New modes with disposable underwear must be able to address different market segment most importantly the womens health and personal care segment. New modesshas the content of the pad itself and the additional disposable underwear. The usage of modess sanitary napkin for the students, moms, and working/business women will be more easy, convenient and comfortable. All they have to do is just wear and toss. And this will be possible by having effective promotional tools/campaign to benefit both the customer and product profit.

A. MISSION AND VISION Mission Statement of Johnson and Johnson We will delight our consumers, treating each person who contacts us as if they are our only consumer, providing them with a response which is evidence of our interest and that leaves them with the clear understanding that they are important to us.

Vision of Johnson and Johnson The worlds most comprehensive health care company, Johnson and Johnson Pty. Limited is dedicated to advancing healthcare for people of all ages.

B. MARKETING OBJECTIVES One of the objectives of this marketing plan is to introduce the new modess with disposable underwear in womens health and personal care segment and new modess must change the consumers perception about the product quality. With a target market and marketing strategy welldefined, modess sanitary napkin has a great future on the product augmented.

Some of the other objectives of this marketing plan were listed: Create product awareness To have consumers gain enough knowledge and information on the new features of the product. Give more convenient, easy, accessible and comfortable product for women and other interested parties wholl be purchasing/using the new modess. To gain profit and increase sales at reasonable price.

To enter the world of women and businesses suchas schools, workplace, Government (Military, Police/Navy Camp),

Hospitals/Nursing Homes, Pharmacy and stores. Established long-term cooperation with distributors,

supermarkets/shopping malls, hospitals, pharmacy, etc. To maintain growth and build strong customer loyalty and satisfaction. Since J&J feminine products gain its stability worldwide, the companys product should maintain its sales growth and customer satisfaction and loyalty not just in terms of launching new products and good sales but the continuous development and effective promotions as well.

C. FINANCIAL OBJECTIVES

Increase sales and profit after selling the new modess with disposable underwear. To be financially stable in the world of feminine hygiene products.

D. TARGET MARKETS With the years of leading the market, J&J has been the choice of people not just only for baby, beauty, oral care but on women health as well. Women, including those who are working such as teachers, call center agents, staffs, operators; College students with a very busy schedule, Hospitals/nursing home which requires women to reside within the area where access to washing facilities maybe inconvenient or sometimes impossible, this product is the most suitable for them to avail and use.

Modess come-up with combined disposable underwear because of having the appropriate target market nationwide and there are lots of facilities that can be found such as schools, Economic Zones, Military/Police/Navy Camp,

Hospitals where there are massive number of women.

E. MARKET POSITIONING New modess with disposable underwear manufactured by J&J will be one of the market leader which offers a unique pads attached with the underwear. This positioning will be possible and achieved in terms of company competencies, effective strategy and industry stability, passion and determinat

F. MARKETING STRATEGIES
The marketing strategy will seek first to the awareness of the consumers that the product exists before developing other factors such as customer loyalty and satisfaction. To inform the target markets, the product will be promoted through the use of print ads, television and radio ads to introduce it nationwide as well as through the use of Internet and by giving limited free samples to the potential customer.

The feature of the actual pad of the sanitary napkin retains. It only has the additional disposable underwear which can simply be wear and remove. The new modess with disposable underwear can be folded as to its pad. The packaging retains and same size. The only thing different and unique is that, the disposable underwear is made-up of non-woven cotton fabrics which wouldnt pollute the environment and it can be recycled after using given the proper treatment and facilities and non-woven cotton fabrics are more ecological to use. Other applications of non-woven cotton fabrics were used by Hospital/nursing homes and households based on its disposability.

G. MARKETING MIX PRODUCT

Disposable underwear is made-up of non-woven cotton fabrics With elastic band on waist and left and right leg openings. Attached using Velcro straps (one side of the waist) The size of the packaging and the original packaging retains. The main/outside packaging will be made of special recycled paper/carton (existing and current modess packaging).

 Slight changes when it comes to the name of the product (name extension). Designed to be more convenient, easy and comfortable and eco-friendly. NOTE: The picture of the product is on the next page.

Product Feature:

PLACE
The product will be widely available.

PROMOTIONS
There are several advertising tools that will be used such as print, Television/radio ads and Online selling advertisement. Distribution of limited free samples will be conducted and available. Availability of vendo machines

PRICING
Market Penetration Pricing.

III.

MARKETING RESEARCH
Primary Data
Survey Results

Through my simple survey test (consists only of 20 respondents, students and working women) I have established that females are generally inclined to try and willing to purchase pads with additional features which can give them easy, comfortable and convenient lifestyle (19 out of 20 respondents) in my survey test responded positively. However, based on the result as well, most of the women have difficulties using their pads such as the following: 1) deform; 2) not in place; 3) time consuming to wear and 4) irritated but yet they are still satisfied and manage to changed their pad wherever they want.

LIST OF FIGURES
Figure 1:
20 18 16 14 17

Graph for the representation of survey results (# 1)

# of respondents

12 10 RESULTS 8 6 4 2 0 YES NO 3

Figure 2:
20 18 16 14 12 10 10

Result for the difficulties in using pads

17

RESULTS 8 6 6 4 2 0 Deform Not in place Time-consuming to wear Irritated 5

Figure 3:
20 18 16 14 12 10

Result for the willingness to purchase Pad with additional features at reasonable cost

Series 2 8 6 4 2 0 YES NO

Figure 4:
20 18 16 14 12 10 13

Results for Question 4

RESULTS 8 6 4 2 0 YES NO 7

Secondary Data (related literature) This context presents the simple review of related study/research necessary for the conceptual background of the study. One of the similar plans has been done by the students of Singapore Management University entitled: PanPad: The Biodegradable Pad, the only difference was that of, their Panpad were totally made of biodegradable materials starting with the actual pad up to the panty that will be attached to the napkin. And it can be flushed out to the toilet because of its import materials. Through their survey, they have established the importance of the different needs of womens demand from their sanitary products.

IV.

FINANCIALS

V.

CONTROLS

Customer Satisfaction and Loyalty by giving them high quality and justifiable price to the market. Revenue: Monthly and Annually Expenses:Monthly and Annually Demand and Supply of the product.

VI.

IMPLEMENTATION

The plan will be implemented through the proper budgeting and allocations and the evaluation of the effectiveness of promotions which has the great impact to both company and customer satisfaction.
MILESTONES

Starting
MILESTONE

End Date
2/1/2011

Budget (Php)
1,500.00 20,000.00

Manager

Department

Date Marketing Plan Completion Website Completion Ads. Campaign 1&2

2/1/2011
(Tv/radio and Newspapers)

1/1/2011

JMLara RGMallari

Marketing IT

1/1/2011

2/1/2011

5/1/2011

250,000.00

Outside source

Research and Development Development of Distribution Channel TOTAL

2/1/2011

7/10/2011

130,000.00

R&D Dept.

3/1/2011

8/1/2011

15,000.00

R&D Dept.

416,500.00

I have to implement on strong marketing campaigns during the first 4 months to accelerate the rate of distribution and promote the new pads with disposable underwear to the early adopters.

VII.

CONTINGENCY

Difficulties and Risks It is unsure (unlikely) that profitability will be reached within 1 year as we are ensure about the market share that is to be gain and how long it takes for customers to accept the product Establish partnerships to other interesting parties.

A Marketing Plan Submitted to the Faculty of the Cavite State University Tanza Campus Bagtas, Tanza, Cavite

Presented by: JOANNA M. LARA III BSBM-A

OCTOBER 2011