Marketing Plan - Mouth Wash.

TO:MARKETING DIRECTOR

FROM:MARKETING MANAGER

DATE:26TH AUGUST 2003

RE: onward motionAL scheme: MAXI-FRESH MOUTHWASH

1.0 INTRODUCTION

-The Malayansian oral hygiene market consists an estimated 2million users with an estimated market sizing of RM30, 500, 000.00

-Relatively matured market with minimum players. Market leader, Listerine, Oral-B.

-Purpose of the proposal is to barrack marketing and promotional campaigns to effectively launch our latest product, non-alcohol Maxi-Fresh Mouthwash.

2.0 localize MARKET

2.1 Market Segmentation:- 2.1.1 Geographic:i) East and West Malaysia

2.1.1 demographic: i) Age 6- 44 years

ii) Children and Malay

Muslim.

2.1.2 Socioeconomici) Income,

2.2 Target Market: - 2.2.1 Differentiated merchandising:

i)Malay Muslim, Middle-income group, health conscious, looking for non-alcohol products.

ii)Children

2.3 Positioning: - 2.3.1Products Attributes:

i)Non-alcohol anti-septic mouthwash.

ii)Reposition competitor. Alcohol mouthwash is unhealthful to health.

2.3.2Product Price/Quality:

i)Shocking lowest damage, superb quality.

3.0 MARKETING MIX

3.1 crossroad: -

3.1.1Branding

i.Maxi Fresh Mouth Wash is associated with the family brand, PriceAbuse.com that symbolises high quality, low impairment with the tag line Good things need not be expensive

3.1.2Packaging

i.400ml pet bottles with multi coloured labels.

3.2 PRICE: - 3.2.1 Retail price to be controlled at RM5.00 per bottle. Which is

priced lower then the average mouthwash by 50%.

3.3 DISTRIBUTION communication channel: -

3.3.1 CONVENTIONAL CHANNEL: -

Hypermarkets, Supermarkets, Sundry Shops, Pharmacies

3.3.



2 UNCONVENTIONAL CHANNEL: -

Mosques, Secondary Schools, Book Stores

4.0 PROMOTION STRATEGY

- Integration of pull and push strategy to achieve corporate and marketing objective.

4.1ADVERTISING

4.1.1Objective: -i. make awareness and encourage purchases

(pull & push element)

4.1.2Budget: - i. RM 150, 000.00

4.1.3Message: -i. Non-alcohol, high quality, and acceptable

price. halal (recommended for Muslim)

4.1.4Media: - i. News paper - Berita Harian, leading

Malay language daily news

paper.

- The Star, leading English

language daily.

ii. Magazine- Wanita, Malay language

ladies magazine. Readers age

25 to 45. Mostly mothers.

i. Billboards...

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