FUSE Masculine Wash

Unilever Marketing Proposal for the fulfillment of MKT101 Balintong, Christine Chua, Lauren Enriquez, Rafael Manliclic, Aika Postrado, Andrei Sy, Ruthlyn
1

October, 2007 Ateneo de Manila University

FUSE Masculine Wash

Table of Contents:
I. Marketing Industry Background II. Competitive Analysis III. Company Background IV. Identified Market Opportunity V. Proposed Target Market Description VI. Marketing Objectives VII. Overall Marketing Strategy VIII. Proposed Marketing Mix IX. Financial Forecasts X. Attachments and Appendices 3 12 16 26 27 37 41 46 66 68

FUSE Masculine Wash

I. MARKETING / INDUSTRY BACKGROUND
A. OVERVIEW OF THE INDUSTRY
The cosmetics and toiletries industry in the Philippines has been continually rising. This is because more and more Filipinos purchase products that promote increased beauty and hygiene. With more emphasis on physical beauty, as encouraged by the media, many Filipinos feel the need to look presentable and improve their hygiene as well. In fact, 91% of the respondents of the survey have said that they do take good care of their personal appearance. In fact, from the survey passed out by the group, 52% of these males have their hair cut in a barbershop while 48% prefer the salon. 39% wear clothes that fit the occasion, 50% wear clothes that feel comfortable, 9% wear anything, and a 2% chose the others option. It takes 10-20 minutes for 73% of the respondents to get ready in the morning, 18% take their time to look presentable, and 9% dont take time at all, evidently just rolling out of their beds. 43% of the male respondents would choose to spend P300-600 on personal care products per month, 39% are willing to spend below P300, 16% are willing to spend P600-1000, 2% are willing to spend about P1500-2000. 68% of male respondents buy personal care products once a month, 18% do so every other week, 9% when the need arises, 5% do it once a week.
Cosmetics and Toiletries Industry

0.46% 0.18%

8.57%

4.70% 8.24% 3.84%

21.17%

20.59% 7.22% 3.62% 17.38%

Baby Care Hair Care Oral Hygiene Depilatories

Bath and Shower Products Colour Cosmetics Fragrances Sun Care

Deodorants Men's Grooming Skin Care Premium Cosmetics

4.04%

FUSE Masculine Wash

Market Size: Cosmetics and toiletries (in millions of pesos) Phps in 2001 2002 2003 2004 millions Baby care 3,648.1 3,872.2 4,231.5 4,490.8 Bath and 7,392.6 7,637.1 7,912.0 8,189.3 Shower Deodorants 3,286.4 3,382.5 3,568.3 3,732.7 Hair Care 15,042.5 16,165.9 17,781.9 19,187.4 Colour 2,625.5 2,819.1 3,054.1 3,298.9 Cosmetics Mens 3,290.5 3,483.8 3,699.7 3,920.2 Grooming Oral 14,173.6 14,897.1 16,029.7 17,064.1 Hygiene Fragrances 5,576.2 5,819.1 6,468.3 7.055.4 Skin Care 11,397.6 13,934.3 15,924.2 17,759.3 Depilatories 34.0 81.9 96.1 109.3 Sun Care 149.4 153.8 157.0 161.3 Premium 5,038.5 5,814.1 6,620.4 7,414.4 Cosmetics Total 65,338.5 70,836.1 77,397.2 83,344.8 2005 4,811.9 8,535.7 3,937.1 20,683.5 3,591.6 4,155.7 17,970.8 7,410.5 20,207.2 120.8 167.3 8,319.1 89,842.1 2006 5,087.3 8,913.7 4,148.3 22,277.1 3,916.7 4,371.6 18,802.8 7,818.4 22,914.0 134.9 176.9 9,273.0 96,668.3

Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates

Cosmetics and Toiletries

120,000.00

Men's Grooming Products

5,000.00

100,000.00
4,000.00

80,000.00
3,000.00

60,000.00
2,000.00

40,000.00
1,000.00

20,000.00
0.00

0.00 2002 2003 2004 2005 2006

2001 2002 2003 2004 2005 2006

FUSE Masculine Wash

We can see from the table that as the years progress, people spend more and more on grooming products to maintain their personal appearance. Starting with 65,338.5 million in 2001 and ending with 96,668.3 million in 2006, the Cosmetics and Toiletries industry has certainly grown to considerable heights. Also, the growth rate for Mens Grooming products has grown from 3290.5 million in 2001 to 4,371.6 million in 2006. This is a huge increase for the industry. Growth of Cosmetics and Toiletries Industry
10.00%

Growth of Cosmetics and Toiletries Industry 2002 2003 2004 2006 9.26% 7.68% 7.80% 7.60%

8.00% 6.00% 4.00% 2.00% 0.00% 2002 2003 2004 2006

We project that the rate of growth of cosmetics and toiletries industry will continue to be at around 8-9% and 5-6% for the mens grooming segment of the cosmetics and toiletries industry for the next five years. This will be of great advantage for our product seeing that males are showing more and more concern for their personal health and physical appearance. Also, according to Euromonitor, Mens grooming continuing to rise bec ause Men are becoming more sophisticated in terms of what kind of cosmetics and toiletries products they buy for themselves. In the past, men normally used unisex products, since it was very common for one household to share the same products to minimise their household expenditure. Although purchasing power has declined in recent years, men are increasingly inclined to spend their money on gender-specific options. In addition, manufacturers have introduced smaller size products to make them more affordable . In the long run, mens skin care and mens bath and shower products will fuel growth in sales of mens grooming products. Both subsectors are still niches and there is plenty of room for innovation compared to the womens bath and shower products and skin care. Currently manufacturers already do niche marketing for some womens products, offering specific products for specific benefits. Manufacturers may do the same for mens products in the future. The market for mens toiletries in the Philippines is still in the early stages of development, except for mens deodorants which is already quite mature.

B. MARKET/CONSUMER PROFILE
Metrosexual is a neologism generally applied to heterosexual men with a strong concern for their appearance, and who display many of the lifestyle tendencies of stereotypical gay men. According to the Oxford English Dictionary, the etymology and definition of the word are: 5

FUSE Masculine Wash

[< metro- (in METROPOLITAN a.) + SEXUAL a., punningly after HETEROSEXUAL a. and n.] n. A man (esp. a heterosexual man) whose lifestyle, spending habits and concern for personal appearance are likened to those considered typical of a fashionable, urban, homosexual man. This term was coined by Mark Simpson, a writer for The Independent, a major British daily newspaper who wrote in his article titled Here Come the Mirror Men. Metrosexual man, the single young man with a high disposable income, living or working in the city (because thats where all the best shops are), is perhaps the most promising consumer market of the decade. In the Eighties he was only to be found inside fashion magazines such as GQ, in television advertisements for Levis jeans or in gay bars. In the Nineties, hes everywhere and hes going shopping. According to the global consumer report by AC Nielsen on Health, Beauty and Personal Grooming (March 2007), men are more interested in personal grooming than they used to be. In fact, close to four out of five consumers can be considered a part of the metrosexual segment, spending more time and money on looking good than any average male. In the Philippines, about 84% of the male population is mindful of their personal hygiene and physical appearances. The table below shows the population of males that are relevant for the product to be introduced along with the possible population growth in the coming years. Total Philippine Male Population by Age: 1990-2015 (in thousands) 1990 1995 2000 2005 2010 2015 0-4 yrs 4,530 4,813 4,956 5,007 4,990 5,000 5-9 yrs 4,119 4,527 4,888 5,107 5,117 5,033 10-14 yrs 3,736 4,111 4,527 4,920 5,104 5,038 15-19 yrs 3,327 3,675 4,030 4,405 4,771 4,884 20-24 yrs 2,911 3,202 3,532 3,865 4,213 4,529 25-29 yrs 2,555 2,836 3,102 3,392 3,701 4,009 30-34 yrs 2,169 2,486 2,791 3,059 3,336 3,619 35-39 yrs 1,807 2,147 2,480 2,801 3,064 3,323 40-44 yrs 1,417 1,754 2,110 2,455 2,777 3,021 45-49 yrs 1,099 1,375 1,708 2,063 2,413 2,727 50-54 yrs 884 1,064 1,314 1,622 1,985 2,331 55-59 yrs 714 842 988 1,192 1,503 1,867 60-64 yrs 531 644 766 893 1,095 1,411 65-69 yrs 376 453 552 663 782 981 70-74 yrs 254 303 366 446 550 660 75-79 yrs 157 184 221 268 341 439 80+ yrs 154 172 194 218 248 285 TOTAL 30,730 34,588 38,524 42,374 45,992 49,156 Male as % of 50.41 50.41 50.36 50.30 50.23 50.14
Total Pop
Source: National Statistics Office, Euromonitor International as of January 1st

FUSE Masculine Wash

Growth Rate % 1990 15-19 yrs 10.46% 20-24 yrs 10.00% 25-29 yrs 11.00% 30-34 yrs 14.62% % of Total Male Population 1990 1995 2000 2005 2010

1995 9.66% 10.31% 9.38% 12.27%

2000 9.31% 9.43% 9.35% 9.60%

2005 8.31% 9.00% 9.11% 9.06%

2010 2.37% 7.50% 8.32% 8.48%

0.415 0.415 0.414 0.414 0.415

The two tables above show that the male population from ages 15-39 consists of 41.5% of the entire Philippine population, taking into consideration that this age group is constituted of males who are entering or have entered into puberty and are aware of their personal hygiene. In fact, 100% of our respondents who have responded positively to the survey belong to this age group. DISTRIBUTION OF TOTAL FAMILY EXPENDITURES BY EXPENDITURE GROUP & INCOME CLASS INCOME CLASS EXPENDITURE TOTAL UNDER 20,00030,00040,00050,00060,00080,000100,000250,000 & GROUP AND 20,000 29,999 39,999 49,999 59,999 79,999 99,999 249,999 OVER AREA Philippines Total Family 2,038471 5,278 19,170 42,031 59,068 69,028 147,538 145,745 760,270 790,343 Expenditure Percent 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 Personal care and effects 3.9 2.4 3.0 3.5 3.7 3.9 4.1 4.3 4.2 3.6

Source: National Statistics Office, Euromonitor International as of January 1st

This table shows just how much of families income is allocated for personal care and effects. This can help the group deduce just how much people are willing to spend on grooming and nurturing their personal appearances. Phps millions Baby Care Bath and Shower Products Deodorants Hair Care Colour Forecast Sales of Cosmetics and Toiletries by Sector: Value 2006-2011 in 2006 2007 2008 2009 2010 2011 5,087.3 8,913.7 4,148.3 22,277.1 3,916.7 5,288.8 8,969.4 4,175.1 22,990.2 4.105.9 5,545.7 8,979.6 4,182.3 23,864.7 4,323.6 7 5,851.4 9,047.6 4,172.7 24,853.0 4,574.6 6,186.8 9,173.9 4,149.9 25,950.1 4,863.6 6,558.7 9,385.7 4,116.4 27,167.1 5,197.7

FUSE Masculine Wash

Cosmetics Mens Grooming Products Oral Hygiene Fragrances Skin Care Depilatories Sun Care Premium Cosmetics Cosmetics and Toiletries

4,371.6 18,802.8 7,818.4 22,914.0 134.9 176.9 9,273.0 96,668.3

4,433.1 18,862.6 8,026.5 24,962.7 142.3 175.7 100,153.0

4,522.8 19,020.4 8,295.0 27,129.9 150.7 176.1 104,108.1

4,649.6 19,262.3 8,635.2 29,398.9 160.2 177.4 108,577.8

4,808.1 19,568.4 9,054.1 31,840.6 171.0 179.3 112,600.4

4,998.1 19,865.4 9,539.5 34,431.4 183.2 181.5 119,114.0

Source: Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International Estimates

From 2006 2007, there is a projected .986 increase in sales; a 1.4% increase in sales from 20072008; a 2.0% increase from 2008-2009; a 2.8% increase from 2009-2010; a 3.4% increase from 20102011. That would be an average of 2.7% increase in the next 5 years which means that entering into this industry will have a positive yield for the product the company intends to introduce to the market. Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2006-2011 % Constant Value Growth 2006-11 CAGR 2006-11 TOTAL Baby Care 5.2 28.9 Bath and Shower Products 1.0 5.3 Deodorants -0.2 -0.8 Hair Care 4.0 22.0 Colour Cosmetics 5.8 32.7 Mens Grooming Products 2.7 14.3 Oral Hygiene 1.1 5.7 Fragrances 4.1 22.0 Skin Care 8.5 50.3 Depilatories 6.3 35.8 Sun Care 0.5 2.6 Premium Cosmetics Cosmetics and Toiletries 4.3 23.2
Source: Official statistics, trade associations, trade press, company research, trade Interviews, Euromonitor International Estimates

As we can see from the table, there is a total of 14.3% growth in mens grooming products, which once again reinstates that entering into the industry here in the Philippines will promise a positive growth and good consumer reception.

FUSE Masculine Wash

Sales of Cosmetics and Toiletries by Sector and by Distribution Format; % Analysis 2006 % Retail Value RSP Mens Grooming Products Supermarkets/Hypermarkets 21.6 Independent Food Stores 5.4 Convenience Stores 5.1 Pharmacies/Drugstores 14.2 Discounters 4.3 Department Stores 21.3 Specialists 12.8 Direct Sales 12.4 Outdoor Markets 1.3 Others 1.5 Total 100.0
Source: Official statistics, trade associations, trade press, company research, store checks, trade intgerviews, Euromonitor International estimates

This table shows that 21.6% of the male market buys most of their grooming products at the supermarket; 21.3% at the department store; 14.2% at pharmacies/drugstores. This makes for 57.1% of the possible consumers for the product. Therefore, the company must focus on distributing to these particular outlets should they choose to distribute nationwide.

C. ENVIRONMENTAL ANALYSIS

1. Analysis of Opportunities and Threats OPPORTUNITIES There is an increasing consciousness towards grooming among men. o This leads to an ongoing growth of the metrosexual population due to influence of promotions through media. Thus, the market for male personal care products is continuously increasing. The mens personal care industry is in its growth stage (according to Euromonitor) and still has a lot of potential yet to be explored. o This unexplored potential paired with the increasing number of metrosexuals opens doors for profitable new products. Cosmetics/personal care products are increasingly being regarded as basic necessities. o There is a positive growth in the consumption of cosmetics by both males and females despite the decreasing purchasing power. This importance given to personal care products can be capitalized on by creating needs and introducing new products that addresses them. The existing popularity of feminine wash due to advertisements and the products claimed medical/physiological/aesthetic benefits may translate to recognition of the necessity of a similar kind of product specifically for males. o Men need to be properly informed of the benefits of using an intimate wash instead of soap, and the existence of feminine wash can be a good start for this. It at least makes men aware that there can be a better alternative than soap when it comes to genital hygiene. 9

FUSE Masculine Wash

THREATS Competition with other common and multipurpose body cleansers such as bath soaps. o Some may see it unnecessary to use a masculine wash when they can use their bath soap for the same purpose. Customers loyalty to the soap that they are using would also be a factor here. The mentality that associates intimate wash strictly with femininity alone. o This kind of mentality can discourage consumers from patronizing the new product, and thus lead to a loss in the part of the company. Economic factors and government restrictions. o RA 3720: Food, Drug, and Cosmetic Act lays down regulations with regard to adulterated and misbranded cosmetics as guidelines for imports and exports. These regulations would impose additional costs to the company and would restrict the distribution of the products, thus limiting its market as well. 2. Key Success Factors Quality: The world-class quality of Unilevers personal care products is indeed fit for international distribution. In fact, the company has been ranked in the top ten in the world in Cosmetic and Toiletries from 2001-2004. Performance: Deodorants such as Axe and Rexona are doing pretty well in terms of performance. However, bath and shower products and mens grooming products have a l ess dynamic performance. The bath and shower products have not been very widespread and are restricted to certain countries. On the other hand, mens grooming products have stronger growth in some particular countries and a decline in others, hence its general instability in a worldwide perspective. Price Level: The increase in urbanization and the concentration of populations in major towns and cities help in boosting the strength of major retailers that serve those populations. As a result, the mass market has been witnessing an increasingly aggressive pricing environment evolving in the last few years. There are different brands and products that target different markets and this is results in varying price levels. For example, Lux is a mass-market soap with a price level fitting to this target market, while Dove is a more high-end counterpart. Supply and distribution: Since 2000 Unilever has focused on finding synergies within its business and decreasing its distribution costs. Unilever distributes its products through its own salesforce, as well as independent distributors, wholesalers, agents and a range of business-specific channels such as foodservice distributors and independent grocers. Special distribution channels supply the companys largest customers. The products are supplied in America, Australia, Europe, Asia, and other countries worldwide.

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FUSE Masculine Wash

Brand and Product Protection: Unilever has six core cosmetics and toiletries brands namely Axe/Lynx/Ego, Dove, Lux, Ponds, Rexona, and Sunsilk. The major marketing focus of the company lies on these six core brands in order to strengthen their position in the market. Brand Recall: There is a high brand recall in popular leading products like Axe (for male personal grooming product), Ponds (for facial cream/wash, etc.), and Rexona (for deodorant). Brand Loyalty: Due to the high market share, we can also assume high brand loyalty among the consumers of Unilever products.

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II. COMPETITIVE ANALYSIS
A. DIRECT COMPETITOR
Product Name Competitive Position Market Share Marketing Strategies Peni Fresh Nicher Formulated exclusively for the mens genitalia to keep it clean and free from unpleasant smell due to bacteria. 100% Target Market Male of all ages. Positioning Peni Fresh is an antiseptic male organ wash soap made from botanical ingredients and the right pH balance to keep a mans genitalia stay fresh and free from unpleasant odors. Marketing Mix 1. Product Male hygienic herbal soap that comes in 90 grams soap bar. It comes with a unique Tutti-frutti essence. It is also said to give the user a wonderful feeling of fresh, erotic sensation. 2. Costs Price per piece Php60. 3. Place The soap is sold at PCX, Mercury Drugstores, Landmark and some Rustans counters. It is manufactured at Oro Laboratories located at Quezon Avenue. The product can be ordered through the Oro Laboratories website. 4. Promotions There have been attempts by the manufacturers to produce commercials (there are 2 on youtube.com) and put up posters. However, these attempts seem to have failed since it clearly doesnt have wide market coverage. The small number of people who are aware that there is such a product present in the Philippine market know about the product merely by word of mouth or upon seeing the product in the display shelves at the respective stores mentioned above. Strengths 1. 2. 3. 4. 5. First of its kind in the market. No direct competitors Can be ordered online Not tested on animals environment friendly Made of natural ingredients

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Weaknesses 1. Bought more as a joke gift rather than for its intended purpose (according to several blogs) 2. Not sold in all supermarkets and drugstores. Not visible enough for consumers. 3. Lack of advertisements to promote the product 4. Marketing strategies are not well defined. Peni Fresh has not penetrated the market well enough for men to really find the need to buy the product. 5. Its description as giving users an erotic sensation as they use the product is unappealing.

B. INDIRECT COMPETITOR
Product Name Competitive Position Safeguard (bath soap) Leader Since the market has not yet been penetrated by masculine washes, most men use their bath soap to clean their genital area. Having the need for more than just water, soaps are the best option men have to maintain their intimate hygiene. 100% Target Market soaps are essential to everyone in the population regardless of age, sex, location Positioning Soaps were made for overall body cleansing, sometimes even moisturizing, exfoliating or whitening, depending on the more specific need the soap addresses. Marketing Mix: a. Product bar soap b. Price depends on the brand, more or less P28 per 125g bar. c. Place being one of the staple toiletries there are today, soaps can be bought in supermarkets, health care shops, even in sari-sari stores. 5. Promotion soaps usually utilize all kinds of advertisements prints, magazine spreads, events, television commercials etc.1. Traditionally used for bathing 2. Is widely consumed everywhere 3. Proven and effective way for cleansing the body 1. Market is already saturated 2. Not ideal for sensitive skin 3. Can cause dryness and irritation

Market Share Marketing Strategies

Strengths Weaknesses

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C. OTHER SIMILAR BUT NON-COMPETITIVE PRODUCTS
Product Name Competitive Position Lactacyd Leader - Lactacyd has been in the market since the early 1990s as the only feminine wash in the market. When pH care penetrated the market in 2003, the 70% market share of Lactacyd was reduced to almost half. According to AC Nielsen yearend report in 2006, Lactacyd regained its lead in the feminine wash market again. 100% Target Market 1. Lactacyd Feminine Wash (pink) Women particularly mothers. Prescribed by gynecologists for post-partum care, vaginitis, leucorrhea, vulvitis and vulvar pruritus. 2. Lactacyd Liquid (blue) Babies. Prescribed by pediatricians to protect babys skin against diaper rash, seborrhea and atopic dermatitis. 3. Lactacyd Confidence Female teenagers Positioning 1. Lactacyd Feminine Wash is positioned as a medicinal antiseptic wash for women. It has a pH balance of 3.5 which is formulated against infection. 2. Lactacyd Confidence Recently introduced in the market, Lactacyd Confidence is a Daily Feminine Wash. It is safe for every day use because of its pH 5.5. Marketing Mix a. Product 1. Lactacyd Feminine Wash 2. Lactacyd Liquid 3. Lactacyd Confidence b. Price 2. Lactacyd Feminine Wash Php 54.50 3. Lactacyd Liquid 150 mL Php427.50 4. Lactacyd Confidence 120mL Php382.50 c. Place The product is sold in all supermarkets and leading drugstores nationwide. d. Promotion 1. Lactacyd Feminine Wash Beauty queens: Miriam Quiambao, Charlene Gonzales 2. Lactacyd Liquid 3. Lactacyd Confidence Shaina Magdayao 14

Market Share Marketing Strategies

FUSE Masculine Wash

Strengths 1. Market leader 2. It caters to different types of women (mothers, pregnant women, teens) 3. It has more bottle sizes compared to its competitors. 4. Bottle/packaging is sturdier. It doesnt break easily 5. It pioneered the release of feminine wash in the market. 1. Lactacyd Feminine Wash is formulated for medicinal use. 2. Consumers might think that Lactacyd Confidence is only for teens since it is endorsed by Shaina Magdayao, a youth icon. 3. Comes in only one variant. pH Care Challenger - After being the market leader a year after it penetrated the market, pH care lost its position back to the then leading feminine wash, Lactacyd. 100% Target Market pH Care is for females of all ages. Positioning Mild and gentle for daily use. It is non-medical and is formulated with pH 5 that matches the normal pH of a womans genitalia. Marketing Mix a. Product pH Care comes in 60mL, 150mL bottles. b. Price 60mL Php39.85, c. Place The product is sold in all supermarkets and leading drugstores nationwide. d. Promotion When it introduced pH Care in the market, the products advertisment used a simple tagline delivered by Sharon Cuneta that made feminine wash a necessity among females. After a few months, it introduced KC Conception as its new endorser to target the female youth. Kim Chiu of the Pinoy Big Bother Teen Edition fame is the current endorser of pH Care. 1. Has a number of variants (ex. Summer blossom, shower fresh, unscented) 2. pH level matches pH level of the genital area 3. especially formulated for everyday use non-drying 4. has chamomile which is also good for the skin 5. endorsed by big time celebrities such as Sharon Cuneta & KC Conception 1. relatively new in the market cannot be diluted

Weaknesses

Product Name Competitive Position Market Share Marketing Strategies

Strengths

Weaknesses

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III. COMPANY BACKGROUND

A. COMPANY PROFILE UNILEVER PHILIPPINES

Mission Statement Our mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people look good, feel good and get more out of life. History In an effort to lessen work for women and to make cleanliness commonplace, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for Sunlight Soap in 1884. His revolutionary new product bolstered the campaign for cleanliness and hygiene in Victorian England. By 1906 the Lever Brothers Ltd. had a thriving export trade and factories in 3 European countries as well as one each in Canada, Australia and the U.S. When the war broke out in 1914, companies controlled by Lever Brothers are making about 135,000 tons of soap a year and expands into the margarine market with the launch of Planters in 1917. On September 3, 1929, what was initially an agreement to keep out each others principal interests in soap and margarine production ultimately became a full-on coalition instead. The teaming up of Lever Brothers and Margarine Unie (two companies which used to be enemies in the business world) then gave birth to the multi-national corporation called Unilever. Unilever was officially established on January 1, 1930. This was also the year Procter & Gamble entered the UK market and became one of Unilevers greatest rivals. In the late 30s, however, with the advent of World War II, international trading becomes increasingly complex and Unilever is forced to invest in enterprises unconnected with oils and fats including public utilities. Unilever is able to regain control of its international network, however when the war ended. And, in the 1950s, Unilever expands into frozen foods and ice cream and launches the first margarine in a tub. The 1960s was a year of firsts for Unilever as it made futile attempts to merge with Allied Breweries. The company also airs the UKs first ever colour TV commercial. The 1970s, on the other hand, was a decade of considerable growth for Unilever as it acquires the meat business Zwanenbergs at Oss and Lipton International, which helps Unilevers tea business to become one of the largest in the world. 16

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The 1980s saw the launching of Axe body spray for men and the relaunching of Dove in Europe. In 1995, Unilevers Code of Business Principles is published wh ere Unilever aims to practically eliminate trans-fats from food production as new research suggests that their effect on blood cholesterol is nearly as adverse as that of saturated fats. Bestfoods is procured in the second-largest cash acquisition in history. And, by 2001, Unilever has cut its brands from 1,600 to 1,900. In 2004, the Vitality mission is launched and the new Unilever brand rolled out along with the new logo. From then on, Unilever has worked to keep its products and services at top quality to maximize customer satisfaction. Until now, they still maintain the reputation of being one of the biggest and more customer-friendly corporations. In the Philippines, Unilever was known over a decade ago as the Philippine Refining Company (PRC) which produced nearly 100,000 tons of oil annually. Today, the company dominates in the manufacturing of home and personal care products, foods, and ice cream. Unilever Philippines has over 2000 personnel and reaps an annual sales profit of over Php 24 billion.

B. CURRENT POSITION OF THE COMPANY IN THE MARKET / INDUSTRY

Unilever Group: Shares & Rankings in Cosmetics and Toiletries by Sector 2001-2004 Worldwide % Retail Value RSP Share 2001 6.9 8.2 100% Ranking 2004 Mens Grooming Products Cosmetics and Toiletries Total 7.9 8.2 100% Ranking 2001 3 2 Share 2002 6.9 8.1 100% Sales 2004 2 3 Ranking 2002 3 2 Share 2003 7.4 8.2 100% Growth 2004 Php Million 1,429.4 19,034.6 2001-04 50.4 26.5 Ranking 2003 2 3

Mens Grooming Products Cosmetics and Toiletries Total

Source: Euromonitor International, Note: Actual Sales are in Php Million RSP

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As can be seen from the table above, Unilevers market share and ranking with regards to mens grooming products is actually quite stable, maintaining its rank as the third at a 6.9% market share in 2001 and 2002. In fact, the minor changes in numbers have been for the better as it creeps up to second in ranking in 2003 with a Php7.4 million share in the market. And, in 2004, it has remained in the second spot with a Php7.9 million share in the market. We can also see the same stability in Unilevers cosmetics and toiletries industry. There is, however, a minor drop with regards to its ranking as it drops from a rank of 2 in the years 2001 and 2002 to a rank of 3 in the years 2003 and 2004. Its share remains at a steady value of Php8.2 million in 2001, 2003 and 2004, slightly dropping to a share of Php8.1 million in 2002. This consistency shows that Unilever is one of the leading companies when it comes to producing top quality grooming products for men as well as cosmetics and toiletries for both sexes. We can therefore expect the consumers high regard for Unilevers products in these particular categories. From this data, we can conclude that Unilever is a market challenger in the field of mens grooming products and cosmetics and toiletries. They produce quality products that aim to snatch the coveted first spot in the market.

C. SWOT ANALYSIS
1. STRENGTHS Efforts to shorten time spent rolling out new products will increase Unilevers flexibility to respond to changing customer needs. Innovative marketing campaigns for Axe will help drive sales in this market. The company has a wide global presence. Unilever is the leading bath and shower products and deodorants marketer in the world. The successful launch of Axe in North America has significantly improved the companys standing in the North American mens grooming products sector. Unilever owns some of the worlds leading cosmetics and toiletries brands. The companys focus on building strong global brands. There is an ongoing brand extension which helps strengthen the companys image. The companys diverse portfolio acts as a cushion against the contraction of one particular sector. WEAKNESSES 1. The diversity of Unilevers overall portfolio means that cosmetics and toiletries may not get the resource it needs when a sudden change in demand happens and may also impede the speed at which new products get to the market. 2. Currently, Unilever is merely a market challenger, not a market leader.

2. 3. 4. 5.

6. 7. 8. 9.

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10. Restructuring has resulted in significant cost savings. 11. The company is strengthening its enterprise culture. OPPORTUNITIES The ongoing growth of mens grooming products will most likely bear constructive results for the Axe/Lynx range.1 Growing global urbanization will continue to drive demand for products in the mass market. Axe is attracting a wider consumer base through the expansion of its brands and geographic markets whilst Lynx in the UK has proved particularly popular with younger males in the 17-34 age bracket. Unilever brands are amongst the most trusted in the UK which will give way to much opportunity to expand this message globally. The customer relationship management systems will enable Unilever to gain greater understanding of consumers and changing trends. Focusing on core brands and the withdrawal of less well-performing brands has allowed Unilever to drive growth in the region. THREATS 1. In the US, the rise of dollar stores and discounters is increasing sales of discounted cosmetics and toiletries products which may well have a negative impact on operating margins. 2. Unilever is at constant risk from further consolidation within the industry. 3. As a supplier to the mass-market retail channel, Unilever is at risk from an increase in the production of private labels by the large retailers.

1.

2. 3.

4.

5.

6.

D. BRAND CONSUMER PROFILE AXE

1. Identified market segments (claimed TM vs. actual TM) Axe is one of Unilevers highly successful mens grooming products. In 2005, Unilever engaged in an innovative marketing campaign for Axe aimed at young men. Now Axes target market are males in the 18 to 30 years age range. It targets on the more masstige (mass prestige/luxury for the masses downward brand extension) consumer.

Lynx is the brand name for Axe in the UK.

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FUSE Masculine Wash

Source:

AC Nielsen, March 2006

From this table, it is people from ages 15 through 39 who are most conscious of their personal grooming in order to alleviate their confidence and self-worth.

Source:

AC Nielsen, March 2006

This table, on the other hand, shows that people belonging to the 15-39 age group also invest in personal grooming to look good for the opposite sex. The target market defined by our research, survey and analysis is quite similar to that of Axe. Young males in the specified age range of around 15 to 39 years old are generally those who are building, 20

FUSE Masculine Wash

enjoying, and maintaining a healthy and active social life. Hence, largely for social reasons, they are very conscious of their grooming and physical appearance or appeal. 2. Market Needs Being Addressed

Source:

AC Nielsen, March 2006

Source:

AC Nielsen, March 2006

The general market need being addressed by Axe is that of men to look, feel, and smell good and clean. Thus, Axe came up with a range of body care products (deodorants, body spray, shaving products, etc.) specifically for men. The perception that the target market has of the brand is basically the same as that. However, because of the way Axe is being advertised as some kind of aphrodisiac, so to speak, consumers begin to see it more as a confidence-booster. From the point of view of a Unilever correspondent, Axe is perceived by consumers as a product that can help attract positive attention to them and consequently make them popular (specifically with the opposite sex), enhancing their social life, and even their love lives. 21

FUSE Masculine Wash

3. Buying Patterns (actual target market)

Source:

AC Nielsen, March 2006

We can deduce from this graph that price plays a key role in peoples decision to purchase a particular product. This would be followed by the products promise what it claims to be able to give to its consumers and brand loyalty comes in third place.

Source:

AC Nielsen, March 2006

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FUSE Masculine Wash

From these graphs, we can gather that Hair Care and Skin Care regimes are first and foremost an important component of health, beauty and personal grooming for people. Male grooming / beauty items are continuing to gain general acceptance. The ultimate indulgence, if money were no object, were body massage and teeth whitening.

Source:

AC Nielsen, March 2006

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FUSE Masculine Wash

This graph shows that among male Personal Care categories, a powdered shaver yields the highest percentage of growth followed by deodorants. The product lagging behind would be the one addressing temporary hairstyling needs. Among both males and females, much importance and attention are given to the skin and the hair to the extent that hair and skin care products are being considered essentials. The aggressive promotion of a variety of deodorants in different forms of media resulted in the promotion of the idea that sweaty underarms, regardless of whether they actually smell or not, is automatically unhygienic. This then led to a per capita spending of almost Ps50 in 2003 on deodorant products, an above 70% growth from 1998. The stick and roll-on formats are the more popular ones with the latter being preferred by most consumers. This increase can also be due to the fact that Filipinos generally like to bathe and freshen themselves up a lot, hence the need to buy another one again arises sooner. 4. Usage Habits Filipinos are said to be generally one of the most hygienic races in Asia. Perhaps we can attest to that statement because Filipinos do take a bath daily, normally even more than once. In fact, our survey results show that 100% bathe daily. This is especially true in the case of dynamic students in their teens and the active young professionals in their 20s. The first bath happens in the morning before leaving for school or work. The second one comes perhaps after that rigorous P.E. class for the student or before that gimmick at night for the 20-30 years old. Finally, the last one is usually done before going to bed. Usually after every bath comes the reapplication of deodorant, body spray, etc. Some would also spray on his scent again in the middle of the day to freshen up.

E. PRESENT MARKETING STRATEGY - AXE

1. Segmentation, Targeting, and Positioning The Axe Brand targets men who want to attract the opposite sex. It places special importance on males from 18 to 30 years of age, recognizing it as an opportunity for profitable growth. Moreover, the brand wants to be remembered as the male grooming brand that gives males the edge in the mating game. Aside from this, the brand is known for the AXE EFFECT, which is identified as the r ecognized name for the attention axe-wearing males receives from eager and attractive females. 2. Marketing Mix Product and Price The product is marketed in such a way that it looks like a prestigious brand by making it look like a high-end good, a product for the rich. This was done through the creation of the brands premium image. However, Axe is sold as a masstige product. Therefore, it is a product that could be labeled premium but attainable. Prices of such a good is relatively affordable.

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FUSE Masculine Wash

Distribution Strategy In order to make Axe available to its market, Unilever distributes Axe along with other brands through its own salesforce, independent distributors, wholesalers, grocers and other distribution channels. Packaging Unilevers importance on its packaging is also a means by which it captures its market share. Developments in the brands packaging are undertaken in order to support the marketing initiatives. For example, smaller variants are made available for a market which has low income to dispense of. Promotion Aside from the traditional, TV commercials, Axe is using an innovative campaign by means of internet advertising. It is marketed online through a large number of websites about the products. Some of them are in interactive format, containing games and puzzles. These websites are both specific to the product and the country. 3. Competitive Strategy Employed Axe employs various strategies in order to compete with similar products. It gives the impression to its target market that they will become more attractive when they use Axe. They use this image as the theme of their television, radio and printed advertisements. They also use the masstige strategy, where they make the product appear prestigious, but affordable. This adds value to the product, improving its overall image and perception. By implementing these strategies, they are able to successfully compete in the market.

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FUSE Masculine Wash

IV. IDENTIFIED MARKET OPPORTUNITY
With the observable growth of the market size of mens grooming i ndustry (as shown in the Industry Background part of this paper) and as gathered in the survey that the group has carried out, more and more males, especially those belonging to the fast emerging metrosexual sector, have become conscious of their personal hygiene and physical appearance. Metrosexuals are a newly defined sector not only here in the Philippines but also in other countries. This term is used to define men who spend extra time and money investing on their physical appearances. In fact, the AC Nielsen survey shows that more than four in five men today agreed that they are more interested in personal grooming than they used to be. Please refer to the brand consumer profile, III D. of this paper. Furthermore, the research shows that these men are actually aware that the male genital area is also susceptible to bacterial infection, hence the need for better personal hygiene to keep that area feeling clean and fresh. An intimate wash formulated specially for males is a response to this need. Survey results show that 73% of the respondents with the target age range of 15-39, with some outliers,not belonging to the main age target market to project a young and sexy image are willing to try out the masculine wash. These respondents include young professionals, graduate students, and mostly college students. In general, these are males who pay special attention to their physical appearance, spending about 10-20 minutes fixing themselves in the morning, and are willing to pay 300-600 Pesos monthly for their personal care, with the reason that good grooming is equated with confidence in social interactions. Along with the growing metrosexual market, this physically conscious market would be the groups proposed target. They are the ones who recognize the n eed for a masculine wash because of its hygienic and antibacterial benefits (which will be furthered explained in VIII A. 2. Product Description/Unique Selling Proposition/Features), which could also be attributable to the popularity of feminine washes. In fact, one respondent even wrote, theres a feminine wash, why not for men?

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V. PROPOSED TARGET MARKET DESCRIPTION
A. DEMOGRAPHICS
Viewing the Philippine population data seen in Table 5.1, it is quite noteworthy to state that the target market of our product, ranging from ages 15 through 39, is the most widely populated in the adult segment. This has risen gradually from the 20 years old median in 1990 to above 20 years old in 2005 and according to Euromonitors computations it would increase to above 25 years old by 2015. This age range, of course, is not only our target market since we are targeting individuals who are conscious of themselves. This means that the given age range is our primary target those not belonging to that age group is considered part of our secondary market. The critical age groups which could be identified as part of the target market are highlighted below. It is comprises a cumulative total percentage of 27% to 28% of the total population. Not everyone in the highlighted age group would be part of the target market as this includes the female population. A more in depth description of the male population will be stated later in this section.
National Statistics Office Population by Age: 1990-2015 1990 1995 2000 8,742 8,020 7,373 6,652 5,846 5,112 4,305 3,567 2,799 2,179 1,770 1,441 1,087 792 540 311 356 60,894 19.73 4.77 9,337 8,832 8,106 7,336 6,419 5,664 4,927 4,233 3,455 2,714 2,124 1,708 1,325 962 662 412 398 68,614 20.51 4.73 9,675 9,567 8,925 8,025 7,065 6,175 5,519 4,878 4,145 3,361 2,607 1,996 1,588 1,174 805 510 489 76,504 21.39 4.8

in thousands 0-4 yrs 5-9 yrs 10-14 yrs 15-19 yrs 20-24 yrs 25-29 yrs 30-34 yrs 35-39 yrs 40-44 yrs 45-49 yrs 50-54 yrs 55-59 yrs 60-64 yrs 65-69 yrs 70-74 yrs 75-79 yrs 80+ yrs TOTAL

2005 9,839 10,052 9,722 8,766 7,713 6,734 6,030 5,502 4,812 4,050 3,208 2,393 1,849 1,417 981 628 553 84,248 22.35 4.54

2010 9,838 10,153 10,156 9,518 8,398 7,327 6,556 5,997 5,434 4,726 3,912 3,003 2,248 1,667 1,215 793 628 91,570 23.57 5.5

2015 9,866 10,035 10,125 9,829 9,057 7,926 7,089 6,481 5,890 5,331 4,583 3,710 2,870 2,060 1,448 1,016 719 98,037 25.06 6.43

Median age of population (years) Death rates (per '000 inhabitants)

Source: National Statistical Office, Euromonitor International as of January 1, 2007

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FUSE Masculine Wash

Having seen this data we now focus on the male population. It has been reported that the male population slightly outnumber the female population. It was also seen in the study conducted by Euromonitor that while the male population slightly outnumbers the female population, the gap between the numbers has been declining consistently by 0.12% from 1990 to 2005 and is expected to be even lesser by 2015. Table 5A.2 shows the male portion of the population sorted by age. Additionally, Table 5A.3 shows that 27% to 28% percent of the total population belongs to this age group. Holding the greatest percentage of the male population, this sector may prove to be a profitable market.
Table 5A.2 National Statistics Office Male Population by Age: 1990-2015 in thousands
0-4 yrs 5-9 yrs 10-14 yrs 15-19 yrs 20-24 yrs 25-29 yrs 30-34 yrs 35-39 yrs 40-44 yrs 45-49 yrs 50-54 yrs 55-59 yrs 60-64 yrs 65-69 yrs 70-74 yrs 75-79 yrs 80+ yrs TOTAL Males as % of total population 1990 4,530 4,119 3,736 3,327 2,911 2,555 2,169 1,807 1,417 1,099 884 714 531 376 254 157 154 30,739 50.48 1995 4,813 4,527 4,111 3,675 3,202 2,836 2,486 2,147 1,754 1,375 1,064 842 644 453 303 184 172 34,588 50.41 2000 4,956 4,888 4,527 4,030 3,532 3,102 2,791 2,480 2,110 1,708 1,314 988 766 552 366 221 194 38,524 50.36 2005 5,007 5,107 4,920 4,405 3,865 3,392 3,059 2,801 2,455 2,063 1,622 1,192 893 663 446 268 218 42,374 50.3 2010 4,990 5,117 5,104 4,771 4,213 3,701 3,336 3,064 2,777 2,413 1,985 1,503 1,095 782 550 341 248 45,992 50.23 2015 5,000 5,033 5,038 4,884 4,529 4,009 3,619 3,323 3,021 2,727 2,331 1,867 1,411 981 660 439 285 49,156 50.14

Table 5A.3 National Statistics Office Male Population by Age (% Analysis): 1990-2015
% of male population 1990 1995 2000 2005 2010 2015

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0-4 yrs 5-9 yrs 10-14 yrs 15-19 yrs 20-24 yrs 25-29 yrs 30-34 yrs 35-39 yrs 40-44 yrs 45-49 yrs 50-54 yrs 55-59 yrs 60-64 yrs 65-69 yrs 70-74 yrs 75-79 yrs 80+ yrs TOTAL 14.74 13.4 12.15 10.82 9.47 8.31 7.06 5.88 4.61 3.58 2.88 2.32 1.73 1.22 0.83 0.51 0.5 100 13.92 13.09 11.88 10.62 9.26 8.2 7.19 6.21 5.07 3.98 3.08 2.44 1.86 1.31 0.88 0.53 0.5 100 12.86 12.69 11.75 10.46 9.17 8.05 7.25 6.44 5.48 4.43 3.41 2.57 1.99 1.43 0.95 0.57 0.5 100 11.82 12.05 11.61 10.4 9.12 8 7.22 6.61 5.79 4.87 3.83 2.81 2.11 1.56 1.05 0.63 0.51 100 10.85 11.13 11.1 10.37 9.16 8.05 7.25 6.66 6.04 5.25 4.32 3.27 2.38 1.7 1.2 0.74 0.54 100 10.17 10.24 10.25 9.94 9.21 8.16 7.36 6.76 6.15 5.55 4.74 3.8 2.87 2 1.34 0.89 0.58 100

The market can be further segmented into the early teens, studying age and young adults. The middle-age adults are also considered as a part of the products market although they are secondary to the young male target market. The teen market has been known to have friends and peers that are very influential. They are thought of as individuals who spend more time with their friends rather than their families. Moreover, they are also known to spend long weekends away from their home and at this time are already starting to have relationships with the opposite sex. Thus, having these culturally and socially-inclined efforts that revolve around friends work well with them since clique groups are more likely to patronize the same things. Because of this growing awareness of relationships with the opposite sex, it is highly likely that the members of this sector are starting to care about their personal appearance. This age group cultivates the most metrosexuals to date. Of course, their not so disposable income should always be accounted for. The studying age is also classified as a different segment of the market. Among the studying age, focus is given to the students in the college or tertiary level that are relatively younger compared to other Asian countries. These students are usually 16-21 years old. They have an accommodating schedule relative to high school students which they tend to spend with their counterparts and barkadas. Major priorities of this segment include not only enhancing their physical appearance and having fun but also boys who are starting to cater ideas on the growing concern of living a healthy, hygienic livelihood which means that personal care products can be profitable for this group. Figures about the studying age can be seen below, on Table 5A.4 and Table 5A.5. Expressed in the tables is the slight lead of the male studying age in terms of number and growth, though expectations are that these gap between the male and female studying age will decrease through time. 29

FUSE Masculine Wash

Table 5A.4 '000

Studying Age: 1990-2015

1990 Male Female TOTAL As % of total population

Source: Note:

1995 3,383 3,399 6,781 9.88

2000 3,728 3,726 7,454 9.74

2005 4,071 4,053 8,125 9.64

2010 4,445 4,428 8,873 9.69

2015 4,698 4,731 9,430 9.62

3,066 3,090 6,156 10.11

National statistical offices, Euromonitor International Studying age (18-22 years old)

Table 5A.5 % change

Studying Age (Growth): 1990-2015/2000-2015

1990-2015 Male Female TOTAL

Source: Note:

2000-2015 26.05 26.96 26.50

53.23 53.10 53.17

National statistical offices, Euromonitor International Studying age (18-22 years old)

Young adults, another considerable segment of the market, can also be profitable as they spend most of their disposable income on goods that improve their social standing. Moreover, they go out on more frequent dates and develop deeper relationships compared to those in the studying age. This is usually the stage when men are looking to forge lifelong relationships with women by engaging in activities that would greatly please the opposite sex. They are also more concerned with the affordability of the products they buy. From time to time, they do allow themselves to indulge in some luxuries mostly on personal care services. This being established, it is safe to say that the female counterparts would greatly appreciate their men keeping their pelvic regions clean and healthy. Some figures about this segment can be seen below, on Table 5A.6 and Table 5A.7. Again, as for the studying age, the number of male young adults slightly outnumbers that of female young adults. Same as for the growth, where though there is a slight lead in terms of growth for the males, expectations are that the female population would catch up.
Table 5A.6 '000 1990 Male Female TOTAL As % of total population
Source: Note:

Young Adults: 1990-2015

1995 9,712 9,707 19,419 28.30

2000 10,664 10,602 21,265 27.80

2005 11,662 11,551 23,213 27.55

2010 12,685 12,559 25,244 27.57

2015 13,422 13,390 26,811 27.35

8,792 8,818 17,611 28.92

National statistical offices, Euromonitor International Young adults (15-29 years old)

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Table 5A.7 % change 1990-2015 Male Female TOTAL
Source: Note:

Young Adults (Growth): 1990-2015/2000-2015

2000-2015 25.86 26.30 26.08

52.65 51.84 52.25

National statistical offices, Euromonitor International Young adults (15-29 years old)

Male middle-age young adults though a secondary target market is still a viable segment as they still desire to feel good about themselves though this is a lesser priority for them as they are more concerned with raising their own families. This does not mean that they dont value their hygiene. This just means that they value it less relatively with other factors such as their families. It would be safe to assume that most of them are engaging in sexual activities with their wives. Moreover, this segment also sees that there is a need for them to remain young physically, emotionally and mentally which means that they want to be part of the in -group. Therefore, the need for a masculine wash also arises. And since they post bigger numbers that the other segments (Table 5A.8) and are the fastest growing segment of the male population posting 48.27% growth (Table 5A.9), their desire to be hip should be given serious consideration.
Table 5A.8 '000 1990 Male Female TOTAL As % of total population
Source: Note:

Middle-Aged Adults: 1990-2015

1995 9,669 9,492 19,161 27.93

2000 11,391 11,114 22,505 29.42

2005 13,192 12,803 25,995 30.86

2010 15,079 14,550 29,629 32.36

2015 16,889 16,196 33,085 33.75

8,091 7,972 16,063 26.38

National statistical offices, Euromonitor International Middle-aged adults (30-59 years old)

Table 5A.9 % change

Middle-Aged Adults (Growth): 1990-2015/2000-2015

1990-2015 Male Female TOTAL

Source: Note:

2000-2015 48.27 45.72 47.01

108.74 103.16 105.97

National statistical offices, Euromonitor International Middle-aged adults (30-59 years old)

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In terms of employment on the other hand, less than half of the male population is employed. This according to Euromonitor is attributed to the fact that the male population is mainly young. This means that most of the male population derive their purchasing power from their parents. Statistical data about the number and percentage of the employed males can be seen below, on Table 5A.10 and Table 5A.11 accordingly. The tables show where most of the households or individuals derive their income.
Table 5A.10 '000 1990 15-19 yrs 20-24 yrs 30-34 yrs 40-44 yrs 50-54 yrs 60-64 yrs 65+ yrs TOTAL As % of total male population
Source:

Employed Male Population by Age Group: 1990/1995/2000-2003

1995 1,697 1,968 3,900 3,675 2,614 1,566 773 16,193 46.82

2000 1,509 2,055 4,061 4,119 3,048 1,638 830 17,260 44.80

2001 1,763 2,333 4,111 4,273 3,254 1,691 909 18,334 46.66

2002 1,797 2,409 4,022 4,341 3,352 1,747 940 18,608 46.44

2003 1,860 2,520 3,916 4,395 3,409 1,747 975 18,822 46.08

1,546 1,807 3,538 3,121 2,275 1,370 690 14,347 46.67

ILO, Euromonitor International

Table 5A.11

Employed Male Population by Age Group (% Analysis): 1990/1995/2000-2003

% of employed male population 1990 15-19 yrs 20-24 yrs 30-34 yrs 40-44 yrs 50-54 yrs 60-64 yrs 65+ yrs TOTAL
Source:

1995 10.48 12.15 24.08 22.69 16.14 9.67 4.77 100.00

2000 8.74 11.91 23.53 23.86 17.66 9.49 4.81 100.00

2001 9.62 12.72 22.42 23.31 17.75 9.22 4.96 100.00

2002 9.66 12.95 21.61 23.33 18.01 9.39 5.05 100.00

2003 9.88 13.39 20.81 23.35 18.11 9.28 5.18 100.00

10.78 12.59 24.66 21.75 15.86 9.55 4.81 100.00

ILO, Euromonitor International

B. PSYCHOGRAPHICS
The target market is greatly influenced by trends that can be seen in TVs, movies and magazines. US icons and more recently icons from Korea and Taiwan have a great influence in the Philippine market, most likely due to their neoclassical invasion through TV shows and movies. Moreover, males are noticeably becoming more conscious towards grooming and are now breaking the stereotype that only men with homosexual tendencies are vain. Only recently has this been termed as metrosexuals. This segment is classified as the individuals that set trends on proper grooming and are more stylish. 32

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Furthermore, a worldwide study done by AC Nielsen showed that three in five consumers allocate a portion of their savings in order to feel better about themselves, which means that they would be willing to spend their money on products that enhance their self-confidence.

Additionally, the same study showed that two in five consumers spend their money on personal grooming in order to look good for a partner.

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This emerging market has been experiencing good sales in terms of men-specific products. It is also quite noticeable that due to the recent emergence of this market, many shifted from the traditional barbershop to salons. Recently, through the trends and developments of the youth, men in general have become more liberal. They have, in a sense, loosened tight reigns of Filipino morality, making them open to the more liberal Western ideas. The most pronounced change in their frame of mind can be spotted among the older individuals which are now seeking anti-agers which attract consumers outside the 12-30 age group as this makes them feel younger and appear hip and cool.

C. BEHAVIORAL
When it comes to personal hygiene, Filipinos take a bath regularly. They bathe in the morning and shower in the afternoon, usually applying scents or deodorant after bathing to eliminate any unseemly odor. These deodorants, coming in different brands and packages, have promoted the idea, through aggressive promotions in TVs and radios, that sweaty underarms, with or without the unpleasant smell, are unhygienic. This means that the media may easily sway the consumers on their buying preferences. In fact, the survey the group passed out shows that 100% of males actually bathe at least once a day. Before, it was normal for males to use unisex products in order to minimize the cost of the household. However, due to the recent trends, men are more inclined to purchase male-specific products. They are also catching on with the meticulousness of women when it comes to toiletries and cosmetics. They are now more inclined to use mens bath and shower and skin care products as well. It can also be noted that Filipinos usually have vanity and beauty products on their shopping list. However, most Filipinos do tend to purchase smaller size variants of products because of their notion that this will be easier on the pockets. The males consumption behavior of buying products which are either recommended or advised by doctors, friends or even drugstore clerks is also a noteworthy fact. Moreover, our survey shows that when it comes to buying the product around 29% will buy it from drugstores, 43% will buy it from supermarkets, 20% will buy it from department stores and the remaining 8% will buy it elsewhere.

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The graph above taken from the AC Nielsen survey, however, shows that supermarkets are actually the more popular locations for purchasing products that fall under the health and beauty category. Aside from that, the product would be used 53% of the time on mornings and 23% will use it before going to bed. The remaining 24% will use it at some other time based on our survey.

D. GEOGRAPHIC
The main focus will be shed on the urban areas of the country as they are considered centers of development. Furthermore, populations in urban areas have been growing significantly - as opposed to growth in the rural areas. We can see from Table 5D.1 that urban areas are expected to grow by 124.79%, while rural areas are expected to grow by 0.19% from 1990 to 2015. From 2000 to 2015, on the other hand, urban areas are expected to grow by 50.03%, while rural areas are expected to decrease by -2.32%.
Table 5D.1 % change 1990-2015 Urban Rural TOTAL
Source:

Population by Urban/Rural Location (Growth): 1990-2015/2000-2015

2000-2015 50.03 -2.32 28.15

National statistical offices, UN, Euromonitor International

124.79 0.19 61.00

These results are probably due to work opportunities in urban areas as a result of more education and Western Influences. Province 1. Pangasinan Population 2,434,086 Province 12. Leyte Population 1,592,336

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2. Cebu * 3. Bulacan 4. Negros Occ.* 5. Cavite 6. Laguna 7. Batangas 8. Rizal 9. Quezon 10. Nueva Ecija 11. Pampanga* 2,377,588 2,234,088 2,136,647 2,063,161 1,965,872 1,905,348 1,707,218 1,679,030 1,659,883 1,618,759 13. Iloilo* 14. Cam. Sur 15. Zambo. del Sur* 16. Isabela 17. Bohol 18. Negros Or. 19. Albay 20. Tarlac 21. Bukidnon 1,559,182 1,551,549 1,333,456 1,287,575 1,137,268 1,126,061 1,090,907 1,068,783 1,060,265

The graph above shows the major urban cities in the Philippines and the population in these areas. Moreover, a lot of urban areas are becoming as modern as Metro Manila, which include Cebu City, Bacolod City and Davao City. They are expected to experience a lot of improvements in their infrastructure (be it a renovation of roads or otherwise). This has, as a result, lessened traveling time and inspired major real-estate developers to initiate developments in the aforementioned areas. Among many include plans include the building of schools, and commercial areas. These major improvements will most likely encourage a growing population in the aforementioned areas.

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VI. MARKETING OBJECTIVES
A. OVERALL OBJECTIVES
Like women, men also have special hygiene needs. They do experience odor, discharge, itching or dryness due to ordinary soaps harsh ingredients. Our goal is to provide the male market with genital wash especially designed for mens intimate needs, ultimately dominating this particular trade. Based on the FGDs on the target market the group has determined the following Mission Statement:

FUSE Masculine Wash is an intimate cleansing wash specifically formulated for mens delicate needs. This hypoallergenic and pH balanced soap-free cleanser gently washes away odor-causing bacteria without stripping the skin of its moisture which can cause itchiness and irritation. FUSE is gentle enough for everyday use, giving the consumer confidence enough to support his active, social and other needs.

B. SPECIFIC OBJECTIVES/TARGETS
1. Market Shares The only competitor available in the market we are developing is the Peni Fresh, one of Oro Enterprises 8 products. The company describes the product as regular soap with a botanical infusion of Philippine herbs, 100% natural vegetable oils, lactic acid, menthe, spring water, and a tutti-frutti essence. It has been clinically proven to be safe, mild and gentle, giving users a cool and refreshing sensation. In fact, they even instruct their users not to forget their singit, buttocks and the in-betweens including the balls. However, because there are no known promotions or advertisements for Peni Fresh, it penetrates only a small market.

C urrent Market

P eni F res h 100%

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Our objective is to establish ourselves as the market leader in the masculine wash industry. Given that the current masculine wash industry, including our sole competitor, is relatively new, it will be easier for our product to infiltrate the market with our marketing strategies. Our target market share after three years should be over 99%, following the success story of PH care. In fact, PH care succeeded in attaining an unprecedented first year entry market share of 52%, grabbing the market leadership status of Lactacyd. We believe, however, that we can do better because Peni Fresh is still basically an unknown product, a non-existent one, it isnt widely availablehardly capitalizing on their advantage of being the first product to cater to the needs of mens genitalia.
Target Market Share After 3 Years

Fuse 99% Peni Fresh 1%

2. Sales For the first year, our goal is to create and grow the market and capture value from consumers. Since we plan to launch our product by projecting the same image as that of Axe from Unilever, we foresee sales of at least three million units by the end of the first year.

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Taken from Health, Beauty and Personal Grooming, March 2007, Nielsen Based on the groups calculations using the reach ratio with elevating reach and trial rates with each new year, the percentage rise on the second year proves to be bigger than the percentage rise on the third year. Year 1 2 3 3. Profits Profits will be based on the price set. In fact, from the projected sales during the first year, we expect that the profits the product will yield will be off the charts since it is relatively new generating curiosity, eventually having customers try it. Of course at first some may be hesitant to try the product but due to the promo strategy this will be lessened. 4. Distribution EGO will be sold in supermarkets, department stores, pharmacies and other personal care stores/ nationwide. We intend to distribute our products according to population density in urban and rural areas in accordance to the population density. 39 Sales (in thousands of units) 3434312 4047582 4709913.6 Market Share 52% 75% 99% Percentage Rise in Sales 0% 18% 16%

FUSE Masculine Wash

Population in Urban and Rural Areas

Urban 62.4% Rural 37.6%

As of 2005, 62.4% of the Philippine population, or 52.6 million people live in urban areas, while 37.6% or 31.7 million people live in rural areas. This means that we intend to distribute our product 62.4% in urban areas and 37.6% in rural areas.

Taken from Health, Beauty and Personal Grooming, March 2007, Nielsen

Among Rural and Urban areas, we will distribute our product in accordance with the AC Nielsen report where consumers most likely buy their personal grooming products. This means that we will be distributing our product mostly to supermarkets, then to pharmacies/drugstores, department stores and finally specialty stores.

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VII. OVERALL MARKETING STRATEGY (4Ps)
Product
FUSE Masculine Wash is a specially formulated genital wash for a mans intimate area. It prevents odor, dryness and irritation. It is mildly scented in a shower fresh aroma with a cooling effect, and it gives the feeling of confidence and freshness at any time of the day. Just as some regular bath soaps tend to be harsh on the skin elsewhere, there is a need for a specially formulated masculine wash that will gently cleanse a mans pelvic region. That is the reason we are creating a new product. Particularly targeting the metrosexuals and physique-conscious individuals especially those that are very conscious about themselves, of contemporary society, this product seeks to address the needs of men beyond the personal hygiene routine that they have grown accustomed to. Developing this product can uplift the quality and specificity of the products in the cosmetics and toiletries industry for men. The colors of the packaging of the product will be predominantly black with variants of blue, red and green. The group decided agreed on this from a focused group discussion conducted. A majority of the respondent, 6 out of 7, in fact, said that they prefer an opaque bottle as opposed to a clear, transparent one. According to the survey that the group conducted, these colors are perceived to be the most attractive; that is, taking into consideration the nature and projected character of the product that we are trying to launch. (See appendix for survey results.) The group also decided to use the male symbol as the carrying logo of the brand to further emphasize and reaffirm its specific target market. The logo can help minimize the qualms of potential male buyers in purchasing the product, especially since it is very much associated to similar products which were made specifically or women such as Lactacyd or PH Care.

Place
FUSE Masculine Wash will be distributed in supermarkets, department stores, pharmacies and other personal care stores nationwide. The survey conducted by the group shows that most men purchase their toiletries in the places mentioned already (please refer to the distribution part). Taking into consideration the target market, the product will be launched in places frequented by and catering to Class A, B, upper C and broad C metrosexual males. According to a global consumer report by AC Nielsen on Health, Beauty and Personal Grooming (March 2007), over half of the worlds consumers purchase their health and beauty products from the supermarket or a chemist/pharmacy/drugstore. It was also stated that supermarkets are particularly popular with the under 34s, with upward of 60% of those aged 16 -34 purchasing through such channel.

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Taken from Health, Beauty and Personal Grooming, March 2007, Nielsen

In year 1, the product will reach the major cities in the Philippines, such as Manila, Cebu and Davao. After the first year, it will begin to move to the less urbanized areas or rural places. Please refer to V.D. Geographic for information on the key cities.

Promotion
FUSE Masculine Wash will emphasize that grooming and an extra mile taken for personal care do not necessarily lessen a man's masculinity. Instead, it even increases attractiveness and sex appeal. In this light, it would be sensible to get a male icon (athlete, actor, model, musician or TV personality) as an endorser of the product. This strategy is taken from the page of Axes advertisement strategy (e.g. Ben Affleck). A print advertisement will also be released in newspapers, magazines, billboards and signage. The goal is to educate and familiarize potential customers to the idea of a genital wash for men, and eventually to the product itself. The product will grow the market by initially increasing awareness, familiarity and its use. This will minimize the awkwardness, hostility and hesitance that the product could be put up against. Also, since the product will be launched nationwide, a television advertisement will be aired primetime, specifically in the duration of male-oriented television shows such as ABS-CBNs Sports Unlimited, or other television shows that men usually watch such as PBA or NBA.

Price
The price will be determined by the customers value for the product. It will belong to the 50 to 100 php bracket as this is the perceived value that the customers want. In fact according to the groups

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survey 58% prefer to pay that much for a 50 ml product and a 37% prefer prices around it (php1-49 and php 101-200). From the customers perceived value, the cost of the product and the promo budget will be determined. Moreover, substitutes (such as soap and other washes) prices will be considered in determining its price. Direct Competitor: PeniFresh Php 60.00 Php 0.67/g

90 grams (soap bar)

The group also studied the prices of the following feminine washes as basis for the pricing strategy: Lactacyd Variants: Regular Scent, Fresh Radiance Php 56.75 Php 0.95/mL Php 126.00 Php 0.84/mL Php 146.15 Php 0.58/mL Lactacyd Confidence Variants: Charm, Bloom Php 53.50 Php 101.50

60 mL 150 mL 250 mL

60 mL 120 mL

Php 0.89/mL Php 0.85/mL

pH Care Variants: Pink Passion, Shower Fresh, Summer Blossom, Unsecented, Cool Wind with Active Cool 5 mL (sachet) Php 4.75 Php 0.95/mL 60 mL Php 44.75 Php 0.75/mL 150 mL Php 96.75 Php 0.65/mL 250 mL Php 120 Php 0.48/mL pH Care Pure and Fresh Php 38.25

50 mL

Php 0.77/mL

In addition, the products price is very crucial because based on another global consumer study done by AC Nielsen, six out of ten consumers consider price as the main influence on the choice of health and beauty products. Next to this is the product brand and promise, which compromises the other half. There is a slight difference in age and preference though younger respondents aged 15 to 17 years old prefer price over product brand and promise, whereas the older age bracket (ages 21 to 24 years old) say that promise is the more important aspect in purchasing a product. This is most likely 43

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due to the sources of their income. This is most likely due to the sources of their income. Moreover, they also buy certain products only upon the recommendation of a friend.

Taken from Health, Beauty and Personal Grooming, March 2007, Nielsen

Taken from Health, Beauty and Personal Grooming, March 2007, Nielsen

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Taken from Health, Beauty and Personal Grooming, March 2007, Nielsen

So, from these graphs, price and the products promise is very vital to consumers. Therefore, in introducing a new product, the price must be set reasonably and the product must deliver on whatever benefits it promises.

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VIII. THE PROPOSED MARKETING MIX
A. PRODUCT
1. Product Strategy/Positioning Statement Since time immemorial, men and women alike have been feeding their vanity. Primitive men, for example, fastened bones, feathers, and other objects in their hair to impress the lowly and frighten the enemy with their rank and prowess. Ancient Egyptian women and men used various natural pigments to color their bodies in an attempt to appear more favorably to the gods. Headdre sses and jewelry have adorned peoples throughout history with the expectation that these items might improve their appearance. At present, however, these men who care greatly for their appearance have been branded with a new name metrosexuals. We chose to push the product forward as a sexy and hot item more than as a medical one because of the failure of this strategy with our only competition, Peni Fresh, which has been described to give the user a wonderful feeling of fresh, erotic sensation with the tutti-frutti essence. Unfortunately, our target market is currently not responding positively to the only masculine soap in Philippine market because of its unappealing marketing strategies. It is due to this that our group has decided to market our masculine wash similar to Axes strategy, which has grabbed the interest of our desired target market. 2. Product Description/Unique Selling Proposition/ Features Our product is the first of its kind in the Philippine market. So the products unique sellin g proposition would be that it is the first masculine intimate wash that combines active ingredients and the right ph (ph neutral--ph 7), allowing for the prevention of bacteria and odor for the male sensitive area. It is scientifically proven to be gentle, PH neutral, and effective in cleaning and protecting mens sensitive area which then makes it the best option when it comes to taking care of a males intimate area. The feeling of cleanliness among men can help boost their self-confidence which will help enhance their sex appeal. At present, the only kind of intimate wash that has infiltrated the market is mainly for the female segment. Now, we are introducing an intimate wash that caters to men, more specifically men who are conscious of their physical appearance. More importantly, our product is not only a hygienic one, its sexy. So we will be utilizing mens libido to persuade these consumers to purchase the product. With the indirect help of women, we can actually maximize sales. In fact, an average of 52% of the target market admits to investing in personal grooming to look good for the opposite sex. (Please refer to III. D. 3. Market Needs Being Addressed) However, we still cannot overlook the fact that our product should have the necessary hygienic factors that will make this an effective and beneficial good. So, FUSE will be gentle and PH neutral. It will contain Butea Superba which is an aphrodisiac and improves blood circulation. Ginseng Extracts which increases body resistance to stress and has an anti-allergenic ingredient. It would also have Triclosan, an effective bacteria-removing and antiseptic agent which has superior cleansing power compared to soap, in just the right amount to make the product effective in cleaning mens sensitive ar ea without being harsh. 46

FUSE Masculine Wash

And a combination of olive oil which is gentle and helps restore moisture; propylparaben, a preservative found in cosmetics; phenoxyethanol, an antiseptic; methylparaben, a preservative for food and cosmetics; sodium chloride, a food preservative; glycerin to improve smoothness and lubrication and sterile water which acts as the solvent. We will therefore be addressing the need for men to have a wash that doesnt strip away the natural moisture of their genital area. Fuse will have 3 variants/scents which would cater to men with different types of lifestyles. FUSE Blue, the main variant, is for the regular, laid-back men. This will have a gentle and spring-like scent, giving the user a cool sensation. FUSE Red caters to men with active lifestyles the sporty guys and the partylovers with an active night-life. This will have a perfumed scent which is just right for the men who wish to keep a very mobile lifestyle. FUSE Green is the unscented variant tailored for the serious and conservative male students and working men. 3. Packaging

Based on our survey, a 50-ml bottle of FUSE would have to be cylindrical since 89% of the respondents preferred this. The two dominant colors of this regular bottle would have to be black and silver since 81% belonging to the target market believe that these two colors are more appealing. Since black and silver are the primary colors chosen, we will have these two colors as a standard part of the packaging design. With this, we have decided that our product will be a 50ml regular bottle (2.5in x 1in) with a black graphite finish. A graphite finish would entail a black-silver color with a metallic to dull luster. The text will be printed in a silver hue. The front of the bottle will carry the word FUSE (in Weltron Urban font), with the name of FUSE and the male symbol as the logo. Right below the name of the product will be the tagline, clean enough to get close (in Verdana font). At the bottom of the bottle, the variant will be indicated right below the text intimate wash for men. Dimensions: The height will be 2.5 inches and the width will be 1 inch. See figure on the following page.

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For the back of the bottle, it would have to indicate the following: FUSE contains Triclosan, an effective bacteria-removing antiseptic agent which has superior cleansing power without being harsh. FUSE provides a delicate cleansing action with natural deodorizing effect so gentle it can be safely used daily. FUSE maintains the natural acidic pH and protects you from harmful organisms that may cause inflammation, itching and unpleasant odor. FUSE is prescribed and recommended by doctors. For cleansing, refreshing and for an all day feeling of protection and confidence, use FUSE everyday.
(Final Formulation, Indications, and Contraindication would be specified here.)

Directions for Use: External Daily Washing. Use as a liquid soap. Rinse thoroughly. To always feel fresh, use regularly. In case of genital infection, use daily to supplement the treatment prescribed. Follow physicians recommendation. Store at temperature not more than 30C. Shake well before use. For external use only. Not to be swallowed.

(The manufacture date and ingredients will be indicated at the back as well.)

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Sample back label

4. Product/Service Growth For the first year, we will be launching the main variant which is FUSE Blue, with all the specifications like the ones mentioned above. Then, to further establish the products standing in the community, FUSE will then have variants introduced that cater to the even more specific needs of the consumers in its second and third year. If the product is very successful, the other variants can be introduced before the first year ends. These variants will be strategic in segmenting the market and capturing value from them as it becomes more fitting for their needs. The second variant, FUSE Red, which is tailored for active men as previously mentioned, will reduce itchiness and discomfort from perspiration, leaving a refreshing sensation after use. For this to be possible, FUSE will then have to be soap-free and pH neutral with olive oil to get a solution that is gentle and will help restore moisture, eliminate odor and reduce stickiness which is an eventuality with the use of normal soap in some men. It will also have a liquid, soapy texture so that it will be easy to wash off. The third variant will be unscented to cater to the conservative consumer who has a preference for the natural over any artificial scent. It will have a distinctive combination of Moisture-24, Glycerin and Vitamin B3 which will offer long-lasting moistening, generous nourishing and skin lightening benefits for darkened areas around the male genital area, making the skin soft, fair and smooth.

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B. PRICING
1. Pricing Strategy Initially, FUSE Masculine Wash will have to penetrate the market with a price determined by how much potential buyers are willing to pay for the product, assuming that it covers all the costs for raw materials, labor and advertising., The company should also be wary of how the market share could possibly expand or contract according to the products price and keep in mind that price creates value. Therefore, setting too low a price level could put the product at risk. A steady and reasonable price level must be computed in order to determine the price of the product. As the results of the survey reveal, consumers are willing to pay a price between PhP50-PhP100 for a 50ml bottle of FUSE Masculine Wash. This is according to all segments of the target market according to age and income class. (See appendix for survey results.) In order to cope with all the costs that will be incurred in the production of a 50mL FUSE Masculine Wash, the group decided to sell it in the market by the price of Php 95.50. With the price of Php 95.50, the product is still targeting those people from the A, B and upper C class. The product targets those people who are already earning big money or are still depending on their parents to provide not only their needs but their wants as well. In relation to this, profit must also be maximized. This is one of the most important targets or goal of the products pricing strategy. The company must be able to generate pr ofit in the short run as well as in the long run. Pushing the products competitive advantage, the product should be es tablished well enough for it to be visible in the market. Sales volume should also increase across time, corollary to this; the market we are creating should also increase in size across time. The return of investment should be imminent upon the launch of FUSE Masculine Wash in the market, perhaps not immediately but within a few months or so. This is given that FUSE Masculine Wash has already been commoditized and that it ha s already been established as a staple need for every mans personal hygiene routine. Being placed under Unilever, Philippines, FUSE Masculine Wash should be able to extend and diversify the companys product line, aptly addressing the needs of the consume rs. Once market leadership has been attained, it should also be maintained by all means. 2. Detailed Product Costs We will incur the following cost when we produce the product. Estimated Variable Cost (Unit Cost) Ingredients
Water Butea Superba Triclosan

Per 1ml in pesos

0.013333333 0.844327205 64.78149569

Price for mix

0.0098 0.168865441 0.647814957

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Ginseng Extracts Glycerin Panthenol Sodium Chloride Methylparaben Propylparaben Phenoxyethanol Olive Oil Total 14.16692661 4.62811336 18.79643252 2.412135969 4.261440212 9.376061849 3.168664 1.666666667 0.141669266 0.023140567 0.07518573 0.007236408 0.042614402 0.075008495 0.009505992 0.003333333 60.20872956

Source: NexTag Comparison Shopping (www.nextag.com) Science Lab Chemicals & Lab Equipment (http://www.sciencelab.com) (originally in USD) Forex as of Aug. 17, 2007 $1 = Php 46.598 We are given the following annual fixed cost: Fixed Cost (Year 1) Fixed Cost (Year 2) Fixed Cost (Year 3) = General Expenses + Advertising Expenses = Php 7,835,124.5 + Php 114,164,875.3 = Php 121,999,999.8 = General Expenses + Advertising Expenses = Php 7,835,124.5 + Php 112164875.3 = Php 119,999,999.8 = General Expenses + Advertising Expenses = Php 7,835,124.5 + Php 110164875.3 = Php 117,999,999.8

Unit Cost = Php 60.21 Markup Price = Php 60.21 / (1-0.35) = Php 92.63 Break Even Volume (Year 1) = Fixed Cost/(Price-Variable Cost) = 121,999,999.8/(92.63-60.21) = 3,763,110 = Fixed Cost/(Price-Variable Cost) = 119,999,999.8/(92.63-60.21) = 3,701,419 = Fixed Cost/(Price-Variable Cost) = 117,999,999.8/(92.63-60.21) = 3,639,729

Break Even Volume (Year 2)

Break Even Volume (Year 3)

3. Pricing Method And Policy 51

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Uniform delivery pricing will be used in marketing FUSE Masculine Wash. The pricing policy for FUSE Masculine Wash can still be modified as Unilever determines the response of the target market. The group expects that little changes will be made to the mark-up price in the next few years since we are assuming that the competitors will not be able to respond quick enough to the products introduction to market. The estimated mark-up for the next 3 years should approximately remain around the 35% level. Refer to previous item (#2 Detailed Product Costs) for the computations of the pricing. 4. INDEX Vs. COMPETITION In order to get the index that corresponds to selected brands of genital wash/soap listed in the table, the group has researched on the other brands of genital wash sold in the local market, their prices and their content in milliliters or grams for soap. Price was then divided into milliliters. Based from the pricing that we impose in the product, FUSE Masculine Wash has a price of Php 95.50 per unit with a content of 50ml. Therefore, when we divide these values (Php 95.50/50ml we get an amount of 1.91. This figure becomes the basis for the group to get the index of each brand of genital wash. For example, after dividing its price by its content in milliliters, Lactacyd Classic in 60mL variant attained a value of 0.9458. Then we divided it by 1.91 in order to get 0.5 as its corresponding index. List of Genital Wash/Soap Sold Unit Selling Unit Content in Price Milliliters Php 95.5 50ml Php 60.00 90g or 90mL Php 56.75 60 mL Php 126.00 150 mL Php 146.15 250 mL Php 53.50 60 mL Php 101.50 120 mL Php 4.75 5 mL (sachet) Php 44.75 60 mL Php 96.75 150 mL Php 120 250 mL Php 38.25 50 mL

Brand FUSE Masculine Wash Peni Fresh (soap bar) Lactacyd Classic Lactacyd Classic Lactacyd Classic Lactacyd Confidence Lactacyd Confidence pH Care pH Care pH Care pH Care pH Care Pure and Fresh

Price/Milliliters Php 1.91/mL Php 0.67/mL Php 0.95/mL Php 0.84/mL Php 0.58/mL Php 0.89/mL Php 0.85/mL Php 0.95/mL Php 0.75/mL Php 0.65/mL Php 0.48/mL Php 0.77/mL

Index 1.00 0.35 0.50 0.44 0.81 0.30 0.45 0.50 0.39 0.34 0.25 .040

Based on the procedure that was described earlier and the resulting indexes that follow, FUSE Masculine Wash is the most expensive genital wash sold in the local market in terms of its price per milliliters. This adds to the perceived value that FUSE has. In the target market will look at it as a premium, and at the same time, they will not look at it as too costly as what our survey results show. (See appendices for the Survey Results.)

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C. DISTRIBUTION
Distribution: We will follow the current distribution scheme of Unilever. For the first year, we will distribute Fuse in the capital cities of each region, as well as populated provincial cities in because they are the key cities of trade, where FUSE will be available to the most people. Key Cities: (Capital of each region) Region NCR CAR Region 1 Region 2 Region 3 Region 4 Region 5 Region 6 Region 7 Region 8 Region 9 Region 10 Region 11 Region 12 Region 13 ARMM Metro Manila Baguio City Laoag City Tuguegarao San Fernando Calamba Legazpi City Iloilo City Ceby City Tacloban City Pagadian City Cagayan de Oro Davao City Corondal Butuan Cotabato City Capital

Key Cities: (Top 21 most populated cities in the Philippines) Province 1. Pangasinan 2. Cebu * 3. Bulacan 4. Negros Occ.* 5. Cavite 6. Laguna 7. Batangas 8. Rizal 9. Quezon Population 2,434,086 2,377,588 2,234,088 2,136,647 2,063,161 1,965,872 1,905,348 1,707,218 1,679,030 Province 12. Leyte 13. Iloilo* 14. Cam. Sur 15. Zambo. del Sur* 16. Isabela 17. Bohol 18. Negros Or. 19. Albay 20. Tarlac Population 1,592,336 1,559,182 1,551,549 1,333,456 1,287,575 1,137,268 1,126,061 1,090,907 1,068,783

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10. Nueva Ecija 11. Pampanga* 1,659,883 1,618,759 21. Bukidnon 1,060,265

For the second and third years, our target is to distribute FUSE to lesser populated cities around the Philippines We intend to initially distribute Fuse on these specific outlets: Store Description SM Supermarket is caters to a broad range of consumers from all social classes. It has 15 branches nationwide located in major urban centers. Like SM supermarket, Robinsons supermarket caters to consumer from all classes. It has 12 stores nationwide, 11 of which are housed inside Robinsons Malls. Rustans supermarket caters to the middle and upper class consumers. At present, Rustans has seven branches and 14 smaller outlets nationwide. Shopwise is a shopping center that also caters to the middle and upper-class. It has 7 outlets in Metro Manila. Mercury Drugstore is the leading drugstore in the Philippines. It has more than 500 branches nationwide open 24 hours a day. Watsons is a personal care store that has around 100 stores in the country, mostly within SM malls. 7-Eleven is the largest chain store in the world, and the leading convenience store in the Philippines. It has 235 stores in Luzon. Mini Stop is the fastest growing convenience store in the country. It already has around 175 stores in Metro Manila open 24 hours a day.

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D. PROMOTIONS (YEARS 1-3)
1. Overall Promotions Strategy Recognizing that the first three years of the product is crucial in creating an impression for the product, FUSE Masculine Wash will utilize TV Commercials, radio, print ads, product sampling and event hosting. Its promotional strategy for the next three years will be time-based, meaning promotions for each of the three will somehow be strategically different from each other. The efficiency of these promotional efforts will be measured in terms of their brand awareness, trial rates and retention rates. This section will discuss in detail the promotional objectives and how the above mentioned terms will be measured. A summary of the promotional objectives is shown below. Brand Awareness Rate (for target market) 70% 75% 80% Trial Rate (of target market) 50 % 55 % 60 % Retention Rate 40 % 40 % 40 %

Year 1 Year 2 Year 3

2. Advertising (tri-media) FUSE Masculine Wash will use tri-media advertising as a medium to introduce the product. Trimedia advertising involves the use of print, radio, and TV. Since the said product will be sold under Unilever, it aims for a nationwide launch. The frequency of advertisements tones down from year 1 to year 2 and 3 since the basic objective of promotions for the first couple of years is to create product awareness. As more and more people are exposed to the advertisement, the need to show it to the consumer reduces. The media mix is based on the FGDs regarding the most effective way to introduce and promote the product in the market.

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The pie charts presented above is the proposed media mix of the group for the first three years of the product. Print The print advertisements will come in a variety of forms: magazines and major broadsheets. Men s magazine particularly FHM and Maxims will be our main target since these are the most read mens magazine in the country today with 71% and 13% market share, respectively, according to the TNS Trends Newsstand Survey in 2006.2 For newspapers, print advertisements will be placed in the three most read newspapers in the country, namely, Philippine Daily Inquirer, Manila Bulletin and Philippine Star. The group chose the aforementioned broadsheets since our target market which belongs to the A, B and Upper C market are the ones who read these newspapers.
2

http://www.fhm.com.ph/aboutus/about/

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For magazines, a full-page advertisement will be placed in the 12 issues of FHM, Mens Health, T3, Topgear and Manual magazine. This is because; it is assumed that the consumers awareness of the new product will be within the first year of the launch. For the second and third years, we will reduce our ad to one half page per issue. For newsprint, a half page ad will be placed in the Sports and Lifestyle section of the newspapers Inquirer, Phil. Star and Manila Bulletin because this are the pages that our target market are most likely to read. This will be done every Sunday for the first year, and every other Sunday for the second and third years. Sample Print ads

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Full page colored

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Half-page colored

Half-page colored 59

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Sample pamphlet:

Dimensions: 6 width x 5 height

Dimensions: 5 width x 6 height

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Television The advertisement will be aired on prime time since majority of viewers watch television during this timeslot, hence, the name. The target channels will be the two major television networksABS-CBN and GMA 7. This is when our target market are most likely to watch television. For the first three years, we will air a 30 second commercial once every Monday, Wednesday and Friday on ABS-CBN and once every Tuesday and Thursday on GMA. These will be aired during primetime. Sample TV commercial storyboard:

Radio Radio is a very important tool in the business since majority of our target market the metrosexualsare always out, always on-the-go. They listen to the radio when they go to school, to their offices and to their gimmick places. Our target is to get the attention of many listeners during rush hours. The target radio stations will be Magic 89.9, RX 93.1 and NU 107.5, the three most listened radio stations in the country based from the AC Nielsen Survey. Magic 89.9 and RX 93.1 for the men mainstream market who likes to party and dance in clubs; and NU 107.5 for rockers who go to gigs and concerts. For the first year the radio advertisement will last for 30 seconds to familiarize the target market with the product. The radio advertisement will be played three times a day, one at around 6:30-7:30am and 8:30-9:00am in a 6:00-9:00am timeslot, when students and young professionals go to school and work; and 61

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also in the 3:00-6:00pm timeslot, when the aforementioned group of people goes home from school and work. It will be played every other day for the first two months so that it is more widespread and the chances of reaching the target market are greater. For the second and the third year, commercials will only last for 15 seconds. As more and more people are exposed to the advertisement, the need to show it to the consumer reduces. Sample Radio Ad [Sound of shoe heels and girls giggling] Girl: Hi, Daniel! Guy: *stutters* Oh, h-hi. [Sound of shoe heels diminishing] [Man sighs] Voice over using the Guys voice: Man, shes really so pretty. How am I supposed to ask her out? Narrator: Need that extra boost of confidence? Use Fuse Masculine Wash and be left feeling fresh, clean, confident, and sexy enough to get close. Man: Hi Nicole, I was wondering would you like to go out with me some time? *A second of pause.* Nicole: How about tonight? Narrator: Fuse. Clean enough to get close. 3. Consumer/Trade Activities On our first year of introduction, we will be handing out samples and pamphlets of FUSE. These samples will include the description and health benefits of FUSE to convince men to try it. We will also include sachets of our product in magazines mostly read by men such as: FHM, Mens Health and Mens Journal. We will also bundle free samples of FUSE with Unilever products for men such as Axe deodorant and body spray. We will also sponsor fashion shows and sports activities such as the UAAP because these are the activities that our target market is likely to watch.

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4. Promotions Budget 1st Year Frequency TV 1x/day, M,W,F 1x/day, T,Th

Rates ABS-CBN GMA Total, TV 293,300 291,500

Total 45,754,800.00 45,474,000.00 91,228,800.00

NU 107.5 Magic 89.9 RX 93.1 Total, Radio

5,500 5,500 5,500

Radio 3x/day, M-F 3x/day, M-F 3x/day, M-F

1,430,000.00 1,430,000.00 1,430,000.00 4,290,000.00

Manila Bulletin Phil. Star Inquirer FHM Men's health T3 Magazine Top gear Manual Total, Print Total for the first year

177,500 165,500 182,500 100,000 100,000 100,000 100,000 100,000

Print 1x/wk, Sunday 1x/wk, Sunday 1x/wk, Sunday 1x/month, 12 months 1x/month, 12 months 1x/month, 12 months 1x/month, 12 months 1x/month, 12 months

9,230,000.00 8,606,000.00 9,490,000.00 1,200,000.00 1,200,000.00 1,200,000.00 1,200,000.00 1,200,000.00 33,326,000.00 128,844,800.00

Rates ABS-CBN GMA Total, TV 293,300 291,500

2nd and 3rd years Frequency TV 1x/day, M,W,F 1x/day, T,Th

Total 45,754,800.00 45,474,000.00 91,228,800.00

NU 107.5 Magic 89.9

2,750 2,750

Radio 3x/day, M-F 3x/day, M-F

715,000.00 715,000.00

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RX 93.1 Total, Radio 2,750 3x/day, M-F 715,000.00 2,145,000.00

Manila Bulletin Phil. Star Inquirer FHM Men's health T3 Magazine Top gear Manual Total, Print

177,500 165,500 182,500 60,000 60,000 60,000 60,000 60,000

Print 1x/2wks, Sunday 1x/2wks, Sunday 1x/2wks, Sunday 1x/month, 12 months 1x/month, 12 months 1x/month, 12 months 1x/month, 12 months 1x/month, 12 months

4,615,000.00 4,303,000.00 4,745,000.00 720,000.00 720,000.00 720,000.00 720,000.00 720,000.00 17,263,000.00

Total for the second and third years

110,636,800.00

E. CONTINGENCY PLAN
In any business venture, there always runs the risk of failure. In fact, before the launch of any product, it would only be sensible to have what is called a contingency plan to compensate for possible losses or tragedies that could befall the product and its image. There are many steps the company needs to take in order to safeguard and protect FUSE in case the following events arise: 1. Product Duplication/Competitor Retaliation Since the product being launched is a new one, there is always that possibility of other big companies (like Procter &Gamble, for instance) to produce similar products after FUSE has been introduced, pilfering the relatively new consumers of the product. To safeguard against this, FUSE has been set at the perceived value price of the customers. This would bring brand loyalty to the product. Moreover, by producing a product that satisfies consumers needs both physical and emotional more consumers will be loyal to the product. It aims to serve the wants of consumers physically with its all-natural, hygienic components. Emotionally speaking, the company also aims to satisfy the consumers by boosting their confidence (or lack thereof) with the way the product markets itself since the beginning of launching.

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2. Allergic Reaction To prevent such an event from taking place, the company would definitely have to run multiple tests on different groups of men before actually introducing the product to the public. Also, the products package includes directions at the back which provides contact information in case of an allergic reaction. 3. Product Rejection by the Market In the case that the market is still unready for a product such as the one being introduced and rejection becomes the common reaction of the consumers, FUSE will have to be pulled out of the market as of the moment. Then, it must be reintroduced at a timelier occasion where men will really feel the need for such a products existence. 4. Completely Different Actual Target Market If the market currently being targeted for the product turns out to be completely different from the consumers it draws in, this change in the plans must first be evaluated. In the case of a positive turnout in the form of a wider scope for the target market, the focus must then be shifted to this new group of unforeseen users. Advertisements would be modified to suit their interest. In the case of a negative turnout in the form of a narrower scope for the target market, these users must be kept loyal while trying to entice newer consumers. Advertisements should be changed to cater to a wider group. 5. Product is Used in a Different Manner Because of its packaging and advertisements, the product may be taken for more of a novelty product rather than a functional one. People may turn out using FUSE as a gift rather than something to promote a healthier way of life, as a body wash or facial wash rather than a masculine wash for the consumers pelvic region. This is the reason why all forms of advertisement must be clear and concise without being invasive or too graphic. The products use must clearly be relayed in television commercials, radio commercials, and print ads. Also, there will be a label at the back of the products packaging which states its use as a masculine wash. We will be taking the lead from feminine washes such as Lactacyd and PH Care where the label feminine wash is stated at the back of the bottle.

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IX. FINANCIAL FORECASTS (3 YEARS)
A. STATEMENT OF ASSUMPTIONS
Assuming that 84% of the male population in the Philippines actually do take care of their appearances, we have assumed that about 40% of this population will purchase our product, FUSE Masculine Wash. We have allocated this percentage to see if the product will still be able to rake a positive income and because of the fact that consumers still need to be educated on the product and its utility. Because of this, we also assume that the market will not immediately be receptive to the product. The values for the reach rate, trial rate and retention rate were also assumed based on a 5% increase in both the reach and trial rate. Another assumption is that the population is constant and that there is no inflation of prices.

B. 3-YEAR SALES PROJECTIONS (VOLUME/VALUE)

Given: Price = 92.63 Percentage of consumers = 0.4 Number of males who will purchase the product = 7008800 (17522000*0.4) Year 1 2 3 Reach Rate 0.7 0.5 0.4 Trial Rate 0.75 0.55 0.4 Retention Rate 0.8 0.6 0.4

So, with the formula [Percentage of consumers* Reach Rate * Trial Rate + Percentage of consumers * Reach Rate * Trial Rate * Retention Rate], we can expect Unilever to have these forecasted sales: Year Sales in units 1 3434312 units 2 4047582 units 3 4709913.6 units

It is evident from this table that there is an 18% increase from Year 1 to Year 2. From Year 2 to Year 3, there is a 16% increase in projected sales in units.

C. DETAILED MARKETING BUDGET AND MARKETING TIMETABLES (4 PS)

The marketing budget includes the advertising budget and the general expenses, which will also serve as our fixed cost. Below are the values with its respective years:

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Year Advertising Expenses General Expenses Total Marketing Budget 1 128,844,800.00 7,835,124.50 136,679,924.50 2 110,636,800.00 7,835,124.50 118,471,924.50 3 110,636,800.00 7,835,124.50 118,471,924.50

Marketing Timetable Year 1 Year 2 Launch of Fuse Blue, Launch of 2 other variants Educating the consumers on Fuse Red and Fuse Green, the use of masculine wash, Lesser advertisements. Aggressive promotions.

Year 3 Strengthening the products image and encouraging more consumers to purchase the products through consistent advertising.

D. 3-YEAR INCOME STATEMENTS/FINANCIAL STATEMENTS

Unilever Philippines, INC. (A wholly-owned subsidiary of New Asia B.V., Rotterdam, Netherlands) STATEMENTS OF INCOME FOR THE YEARS ENDED NOVEMBER 31, 2008, 2009 AND 2010 (All amounts in Philippine Pesos) Years Net Sales Cost of Sales Gross Profit Less: Operating Expenses Advertising Expenses General Expenses Total Operating Expenses Net Profit Total Net Profit in 3 Years 1 318,120,320.60 206,775,562.40 111,344,758.20 128,844,800.00 7,835,124.50 136,679,924.50 -25,335,166.30 2 374,927,520.70 221,249,851.80 153,677,668.90 110,636,800.00 7,835,124.50 118,471,924.50 35,205,744.40 3 436,279,296.80 236,737,341.40 199,541,955.00 110,636,800.00 7,835,124.50 118,471,924.50 81,070,030.90 90,940,609.00

PAYBACK PERIOD = Year before full recovery+(Unrecovered cost at start of yearCash flow during year) Payback Period = 1+(25,335,166.3 / 35,205,744.40) = 1.71

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X. ATTACHMENTS AND APPENDICES
METHODOLOGY USED
Surveys The initial step of the group was to conduct surveys. The survey was targeted to metrosexual youth/men from ages 16 to 30. The group discussed among us exactly what information we needed from the respondents i.e. their hygiene habits and if they would be interested in using a masculine wash if it would be presented in the market. It is important to note that we attempted to arrange the questions in a systematic and logical order one that would make it easy for the respondent to answer the survey form. The survey underwent a number of revisions, since some of the questions are too vague and the instructions were not articulated very well. Out of the 156 initial surveys that were handed out, only 66 surveys were answered properly. The group then decided to revise the survey and fix the discrepancies. From the initial 19 questions, the group added 4 more to get more in depth information on the behavior and preferences of our target market. The second survey our group prepared was intended to gather data about consumer awareness, preferred product form, purchasing considerations as well as promotional preferences. Doing Interviews During the course of our research, we informally interviewed a number of students from the Ateneo de Manila University and some professionals outside school regarding their reactions about having a masculine wash. The questions used were mostly the same as with the survey. But the good thing about it was, the group was able to ask follow-up questions to clarify their answers. Data Gathering Competition and Price List To learn more about the current market as well as to have an overview of potential competition, our group visited PCX to buy Peni Fresh, our direct competitor. Then we also visited several supermarkets like Rustans, SM Supermarket, etc to gather information like prices, respective net weight of the competing brands, bottle shape and product design of mens hygiene products to give us more awareness regarding the current market situation. Financial Statements and Market Shares Information regarding the market shares of our competitors was obtained through the Securities and Exchange Commission. Research studies and survey results from Euromonitor were obtained at their office in College of St. Benilde. For the AC Nielsen Survey and financial statements from Unilever, we made use of the internet. Some other data were acquired through the NSO (National Statistics office. Ad Rates Our information regarding Ad Rates (whether Radio or Print) was derived from several personal friends and connections of our members. In addition to that, we made use of the internet and inquiries to respective radio stations to get an idea of their prices for ads.

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SURVEY QUESTIONS
Hi! We are students from the Ateneo de Manila University doing a research for a class project.
(For Males only)

Age: ___ Occupation: ___________ 1. Do you take good care of your personal appearance? __ Yes __ No 2. Where do you have your haircut? __ I do it myself __ Barbershop __ Salon __ Others (pls. specify) __________ 3. What kinds of clothes do you wear? __ top designer clothes only __ whatever fits the occasion, although I dont follow labels __ whatever feels comfortable __ anything __ others (pls. specify) __________ 4. How long does it take you to get ready in the morning? __ No time at all. I just roll out of bed. __ 10-20 mins __ take my time as I need to look presentable 5. How much do you spend for your personal care (including haircut, toiletries, etc.) per month? __ below 300 php __ 300-600 php __ 600-1000 php __ 1000-1500php __ 1500-2000php 6. Do you use any of the following? (Check all that apply.) __ Bath Soap __ Foot Powder __ Body Spray __ Moisturizer __ Body Wash __ Mouthwash __ Conditioner __ Shampoo __ Deodorant __ Shaving Cream __ Exfoliant __ Sunblock __ Face Powder__ Toothpaste __ Facial Wash __ Others (pls. specify) __________ 7. How often do you buy personal care products? __ everyday __ every other week __ once a week __ once a month __ others (pls. specify) _______ 8. Do you take a bath outside your home? __ Yes __ No

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9. What do you use to wash your genitals? (Check all that apply) __ Bath Soap __ Water __ Shampoo __ Feminine Wash __ Others (pls. specify) __________ 10. What do you think are the use of a genital wash? (Rank, 1 being the highest) __ Sensitive cleanser __ Antibacterial/protection against infection __ Medicine __ Eliminates odor __ For menstruation __ Others (pls. specify) ______________________ _________________________________________ 11. Do you think there is a need for a masculine wash? __ Yes __ No WHY? ____________________________________ _________________________________________ 12. Are you willing to try a masculine wash? __ Yes __ No 13. Would you prefer to use a masculine wash regularly? __ Yes __ No 14. How often do you wash your genital area? __ everyday __ once a week __ thrice a week __ others (pls. specify) _______ 15. How much are you willing to spend for a 150mL bottle of masculine wash? __ below 50 php __ 200-300 php __ 50-100 php __ above 300 php __ 100-200php 16. When would you probably use it? __ Morning (morning bath) __ Afternoon __ Night (before going to bed) __ Others (pls. specify) ______________________ 17. Which brands do you prefer for a genital wash? (check all that apply) __ Lactacyd __ pH Care __ Carefree __ Axe __ OHM __ others (pls. specify) ___________ 18. What qualities would you look for when buying a masculine wash? (Rank, 1 being the highest) __ Antibacterial strength__ Packaging __ Affordability __ pH balance __ Brand Name __ Scent __ Effectivity __ Sensitivity __ Hypoallergenic __ Volume __ Others, please specify ______________ ___________________________________

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19. What color do you find most appealing to you? __ red __ blue __ clear __ yellow __ black __ silver __ others (pls. specify) __________________ 20. Which shape of a container do you prefer? __ long cylinder __ short cylinder __ rectangular prism __ others (pls. specify) __________________ 21. What kind of container do you prefer for a genital wash? __ Pump __ Spray __ Regular Bottle __ Others (pls. specify) __________________ 22. Where would you want to know about this product? __ television __ radio __ mens magazine __ newspaper __ internet __ store display __ others (pls. specify) __________________ 23. Where would you most likely buy the product? __ grocery store __ department store __ sari-sari store __ drugstore __ supermarket __ mall __ others (pls. specify) __________________ Thank you for your time and cooperation! Have a good day!

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SURVEY RESULTS
132 properly answered surveys out of 165 that were answered 1. Do you take good care of your personal appearance? Yes 120 No 12 2. Where do you have your haircut? I do it myself Barbershop Salon Others 0 70 62 0

3. What kinds of clothes do you wear? Top designer clothes only Whatever fits the occasion, although I dont follow labels Whatever feels comfortable Anything Others 4. How long does it take you to get ready in the morning? No time at all. I just roll out of bed 10-20 mins Take my time as I need to look presentable 19 68 45 6 59 40 18 9

5. How much do you spend for your personal care (including haircut, toiletries, etc.) per month? below P300 P300-600 P600-1000 P1000-1500 P1000-1500 P1500-2000 49 67 14 2 0 0

6. Do you use any of the following? (Check all that apply.) Bath Soap Body Spray Body Wash 126 58 7 72

FUSE Masculine Wash

Conditioner Deodorant Exfoliant Facial Wash Foot Powder Moisturizer Mouthwash Shampoo Shaving Cream Sunblock Toothpaste Others 48 120 20 70 8 8 40 131 26 10 128 1

7. How often do you buy personal care products? Everyday Once a week Every other wk Once a month Others When the need arises 0 3 11 96 22

8. Do you take a bath outside your home? Yes 84 No 48 9. What do you use to wash your genitals? (Check all that apply) Bath Soap Shampoo Water Feminine Wash Others Body wash 124 3 132 12 111

10. What do you think are the use of a genital wash? (Rank, 1 being the highest) Sensitive Cleanser Antibacterial Medicine Eliminates odor 1 51 77 0 2 2 9 45 3 91 3 67 4 53 9 73 4 3 4 70 25 5 2 2 6 5

FUSE Masculine Wash

For menstruation Others 5 0 8 0 0 0 12 0 107 3

11. Do you think there is a need for a masculine wash? Yes Because the genital area of men is also a site for bacterial infection Why not? Keep it clean and fresh, hiyang Men and women are equals Because theres a feminine wash, why not for men? Better personal hygiene Grooming, confidence Im fine with what I have right now Were pretty clean down there Im fine with soap What for? Men during the Stone Age didnt use masculine wash and survived, why cant we? Constructed need Satisfied with shampoo Men need less maintenance for hygiene Masculine genitals are not much prone to infection 73

No

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12. Are you willing to try a masculine wash? Yes 83 No 49 13. Would you prefer to use a masculine wash regularly? Yes 61 No 71 14. How often do you wash your genital area? Everyday 132 Once a week Thrice a week Others 15. How much are you willing to spend for a trial 150mL bottle of masculine wash? Below P50 P50-100 P100-200 24 77 25 74

FUSE Masculine Wash

P200-300 5 Above P300 1 Others/none 1 16. When would you probably use it? Morning (morning bath) Afternoon Night (before going to bed) Others 70 16 30 16

17. Which brands do you prefer for a genital wash? (check all that apply) Lactacyd pH Care Carefree Axe OHM Others 16 18 6 51 36 5

18. What qualities would you look for when buying a masculine wash? (Rank, 1 being the highest) Antibacterial strength Affordability Brand name Effectiveness Hypoallergenic Packaging pH balance Scent Sensitivity Volume 1 76 6 0 41 1 0 0 1 1 0 2 32 25 1 6 9 1 0 3 8 10 3 15 3 48 1 28 0 1 1 4 16 4 3 42 0 59 16 16 3 4 20 1 5 3 9 34 2 16 21 1 39 3 14 6 0 9 0 1 32 23 17 17 39 33 7 3 0 3 18 13 46 1 12 18 0 8 0 0 22 4 8 2 13 43 0 27 9 0 35 24 0 7 22 51 2 4 0 10 0 3 6 0 2 1 45 10 35 31

19. What color do you find most appealing to you? (container) Red Blue Clear Black Yellow Silver Others-pink 1 21 1 60 0 47 2

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20. Which shape of a container do you prefer? Long cylinder Short cylinder Rectangular prism Others 53 65 10 2 1 1

Sphere-like container Phallic Circular

21. What kind of container do you prefer for a genital wash? Pump Spray Regular bottle Others 28 7 96 1

22. Where would you want to know about this product? Television Mens magazine Radio Newspaper Internet Store display Others 32 38 22 21 8 10 1

23. Where would you most likely buy the product? Supermarket/Grocery Department store Sari-sari store Drugstore Mall Others 57 26 0 38 9 2

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