Marketing

Plan
Submitted by:
Delos Santos, Erika Lois
Dela Cruz, Neillyza
Pabunan, Rogielyn
Rondolos, Ann Nicole
Ulep, Eduardo

1.0Executive Summary
The purpose of this marketing plan is to outline the marketing processes and strategies
put in place to increase market share of the product Wings detergent soap within the powder and
bar soap market and the broader detergents and cleaning products market. An increase in
company revenue is also goal outcome of the plan with economic growth accompanying it.
The plan will first analyze the current marketing environment for selling Wings detergent soap in
Philippines and explore the possible marketing strategies best implemented given the analyses.
Further, the report will discuss strategies in targeting market segments, the actions needed to be
done and how to maintain it.
In 1948, when two gentlemen began a business using limited resources in their backyard
to create a simple laundry soap, little did they know that someday their product would become a
major household name in Indonesia and compete directly with multinational companies. Mr
Johannes F Katuari and Mr Harjo Sutanto operated out of a small and sparse workshop in their
home in Surabaya, East Java. Driven by the need to survive the post-war years, the two founders
resolutely peddled their products from door to door, stall to stall, village to village. Their
determination paid off; the laundry soap was well received by the community. The success
spurred Mr Katuari and Mr Sutanto to expand their business, and more importantly, to develop
more effective detergent formulations.
The two entrepreneurs later started producing cream detergent, which quickly became a
basic necessity for the East Java people. Cream detergent is an innovative product that is not
found anywhere else. It has the cleaning power of detergent, but is much cheaper than
conventional detergent (powder detergent) due to low energy cost and low investment cost of
machinery. The product was an instant hit as it introduced a very practical and economical way
of doing laundry for the average Indonesian family. Within a couple of years, it became widely
popular through extensive promotions throughout Java and soon after, the whole of Indonesia.

Mr Katuari and Mr Sutanto had named their business venture Wings, drawing inspiration
from Mother Natures innovative creations. The founders worked like a pair of wings and
shared the same values and aspirations. The name reflects their vision which spells the skys the
limit when it comes to developing a business based on an acute awareness of consumer needs,
diligence and integrity.
The distribution channel that Wings currently enjoys took many years to develop. It took
many years to establish strong relationships with retailers, which involved training them in basic
entrepreneurial skills and gradually building trust between them and Wings as partners.
Today, Wings is recognized as a well-established and prudent business group in
Indonesia with particular strength in the manufacture of soaps and detergents. Wings
products are recognized for their quality and affordability, and are readily available.
Throughout the Indonesian archipelago, the Wings name has earned respect, trust and
loyalty from wholesalers, distributors, retailers and consumers alike.
What is today a major corporation that exports its products around the world began life
over 60 years ago in East Java. Over the years, Wings has grown to become one of Indonesia's
well-known brands.
Today, Wings is recognized as a leading local manufacturer and distributor of household
and personal care products. Blending local knowledge and advanced manufacturing
technologies, Wings is still dedicated to company's vision of providing quality products at
affordable prices.
Wings detergent is considered to be one of the most trusted detergents nationwide and
worldwide. Its objective emphasizes several factors such as quality, affordability, and purity.
Wings detergent offers a guaranteed formula not only in cleaning clothes but also in eradicating

bacteria on it. Wings first grade quality cream has evolved constantly to keep up with consumers
changing need through uncompromised product quality and customer satisfaction.
Certain issues occur along the profitability of Wings Corporation. Firstly, the scent of
Wings detergent is not too strong that it cannot last long. This made consumers disappointed
because they were not able to meet the expected scent of their clothing. Lastly, Wings detergent
does not bubble up so much. Why it is important? It is because it saves time and money. When a
detergent bubbles so much, it is very tedious to rinse the clothes and even clean the washing
machine. It is very costly with water. These conflicts helped Wings Corporation to improve their
products.

Wings detergent contains White Active ingredients that remove stains effectively and

thoroughly.
Wings detergent is formulated with Fluorescent Agents (Optical Brightener Agent) to

keep the brightness of fabric and prevent color fading.

Wings detergent has citrus scent that makes clothes smelling fresh.
Wings Laundry Bar Detergent Soap efficiently removes stains and dirt. It's also suitable

for indoor dying, gentle on hands, and also gentle on color. Available in 3 variants:
1. Wings Bar Active Guard - with Triclosan and Tricloban that kills 99.9% of germs
2. Wings Bar Active White - with Oxywhite Technology and Lemon that keeps white
clothes brightly clean
3. Wings Bar Total Care - with Total Clean Formula that easily removes dirt and stains
Wings Fabric Softener contains drying mechanism that conditions and softens clothes
making it easy to iron. It has enhanced scent boosters that leave a long-lasting fragrance on

clothes. Appropriate for humid weather drying or indoor drying facility and contains fabricfriendly ingredients that extend the life of the clothes. Available in 3 variants:
1. Floral Pink
2. Refreshing Blue
3. Soothing Lavender

2.0 Current Marketing Situation

What is today a major corporation that exports its products around the world began life over
60 years ago in East Java. Over the years, Wings has grown to become one of Indonesia's wellknown brands.
The company's first products were soap and detergent, which proved a hit with customers.
Soon other cleaning products were introduced and distribution channels were established across
Indonesia. The next few decades saw Wings steadily expand its product lines and now produce
and sell hundreds of SKUs of household, personal care and food products.
Today, Wings is recognized as a leading local manufacturer and distributor of household and
personal care products. Blending local knowledge and advanced manufacturing technologies,
Wings is still dedicated to company's vision of providing quality products at affordable prices.
Wings detergent is considered to be one of the most trusted detergents nationwide and
worldwide. Its objective emphasizes several factors such as quality, affordability, and purity.
Wings detergent offers a guaranteed formula not only in cleaning clothes but also in eradicating
bacteria on it. Wings first grade quality cream has evolved constantly to keep up with consumers
changing need through uncompromised product quality and customer satisfaction.
Certain issues occur along the profitability of Wings Corporation. Firstly, the scent of Wings
detergent is not too strong that it cannot last long. This made consumers disappointed because
they were not able to meet the expected scent of their clothing.

Wings detergent soap starts fading in the daily lives of its target market. Here are some
factors that affect customer purchasing:
Technological Environment
The recent technological advances in the industry have placed pressure on the more traditional
soap products. Although, there are some benefits of low technology soaps; the ingredients used

to manufacture Wings detergent soap have been used for a long time and therefore offer low risk
in comparison with new ingredients used in the more advanced products. The simplicity of the
product should be emphasized.
Economic Environment
The recent global economic downturn has led to consumers looking to reduce discretionary
spending; this opens up opportunities for low cost necessities to reclaim some of the market
share lost to the more expensive substitutes.
Social and cultural environment
Wings detergent soap can emphasize that it has a long history in Indonesia and here in the
Philippines.
Wings detergent soap is an established brand, experiencing what all detergent soap brands are
experiencing a downturn in profits, because of socio-cultural trends favoring new technologies
from competitors. Marketing directors are faced with the task of reviving the brand, not
establishing it.

Market Description
Demographical Segmentation
Most individuals have a need for soap and older generations of soap users are aware of Wings
detergent soaps history in the market as well its presence as well-known brand. Also young
consumers value hygiene and the environment and so look to more natural products to support

being eco-friendly. Wings detergent soap is affordable to consumers with any set of income or
education as it is a necessity.
Psychographic Segmentation
Wings detergent would appeal to all lifestyles including families, back backers, adventurists,
young adults, etc. Individuals with attitudes for more natural products and for are a key segment
of consumers. The soap brand provides the consumer with good-quality soap and the brand itself
is appealing to a range of consumers.
Behavioral Segmentation
Benefits received by purchasing Wings detergent soap are its multiple uses, relatively cheap,
natural ingredients, use that fulfills the expectations and needs of consumer. Additionally the
Wings brand is known in the soap market and customers would remain loyal to the brand
because of its reliability the past decades. There is a medium volume usage, as soap is bought as
a necessity; however it stands in competition liquid detergent soap and other products.
Target Market
Our target market will consist of the combined segments of pensioners, young families and lowincome earners who collectively share similar demands from the core product, as well as
promoting Wings detergent soap as a convenient product in situations that require portability and
easy and safe storage. Promotional initiatives would also share significant overlap throughout
these segments and would primarily focus on advertising and sales promotions however not
withholding other aspects of a promotional mix in smaller quantities. The advertisement
approach will consist of a series of commercials using humor as a primary.

Competitor analysis
The following brands are detergent soap brands that are known here in the Philippines:

Tide
Ariel
Surf
Speed
Breeze
Champion
Pride
Perla
Bonux

Review of Distribution
Because of certain issues that Wings is facing, distribution became low and awareness
starts decreasing. It minimized its production and distribution to supermarkets and groceries.

3.0 Threats and Opportunities Analysis

Strengths

It is relatively cheap
It is simple and portable
Minimal packaging
Well recognised brand
Pure soap
Indonesian made and owned

Weaknesses

Technologically inferior to new

products
Low product awareness in younger

generations
Low novelty appeal
Communal use form

Opportunities

Necessity
Large market share of close

substitutes
Slower economic conditions

Threats

Competitive market
New technological advancements
Lots of close substitutes

Wings detergent soap is one of the best antibacterial detergent soaps available in the
market today. It is relatively cheap, and simple. A distinct competitive advantage is it guarantees
a potent formula in eradicating bacteria in clothes.
It may be one of the best, but only few people are familiar with this product. It is because
of low customer loyalty and low advertisement.
Detergent soap is a necessity, so Wings could expand their market share here in the
Philippines and abroad. Unfortunately, there are many possible substitutes for this product. It
could be difficult to expand its market share, but with the marketing strategy explained in the
latter part, it could be possible.

4.0 Objectives and Issues

We have set these achievable objectives as we aim to regain stability and good performance
of Wings in the Philippine Market with the goal to achieve 15% market shares in three years
of operations:
1. To innovate the appearance and fragrance
2. To spread our products and to be known worldwide
3. To introduce a high quality product made in the Philippines
4. To provide satisfactory services
5. To be known not only to older segment of the population, but also to the youth,
particularly the college students, ages 16-20
6. To build and maintain good and long lasting customer relationships within the
market.
7. To provide more distribution channels in the market.
8. To increase peoples awareness towards the existence of our brand through effective
advertisements and promotions with the help of different media.

5.0 Marketing Strategy

Product
Wings detergent soap has been successful in Indonesia and here in the Philippines, as a
multipurpose good in the personal hygiene market. But now, it faces the difficult task of
increasing its sales, with the introduction of new products offering additional benefits, saturating
the market.
Wings detergent soap has a proven history of providing safe, simple, and easy to use hygienic
product that is made from natural ingredients and provides value for money, no new ingredients;
including oils and natural extracts will be featured. Wings will attempt to grow by promoting; its
history and social relevance not only in Indonesia, but also in the Philippines, its portability, its
low cost, and a product with minimal packaging.
As part of the marketing campaign we will introduce a reusable hard case dispenser for the
powder soap, bar soap, and fabric softener. The thought behind this strategy is that once a
consumer buys the reusable hard case dispenser for each of the products, the consumer will also
get a refill for the product; in essence the expense will fuel the savings and create brand loyalty.
Of course, the dispenser should be appealing to the eyes of buyers. It should get the attention of
consumers from teens to adults.

Price
Wings detergent soap is currently priced at:
Wings Bar Soap
Product
Wings Bar Active Guard (green)
Wings Bar Active White (blue)
Wings Bar Total Care (pink)

Price per grams

6.95/150g
6.95/150g
7.00/150g

18.85/420g
18.85/420g
19.00/420g

Wings Fabric Softener

900ml
30ml

Product
Wings Active White
Wings Total Care
Wings Floral Fresh

96php
4php

Wing Powder Detergent

Price per grams
99.30php/1 kg
5php/ 40g
82.80php/ 1kg
4.10php/ 40g
80.85/ 1kg
3.35php/ 40g

The current low range price is also consistent with the marketing plans objective of increasing
sales through growth in the outdoor recreational, Tradesman and low cost traveller segments of
the market.
Distribution / Place:
Wings detergent soap predominantly use indirect channels of distribution through supermarkets
and grocery stores. In a further attempt to increase brand awareness and effectiveness we intend
to broaden the channels to include camping stores. This will be achieved through the promotion
of the new reusable hard case dispenser product and will open up other untouched avenues for
consumer purchases.

Promotion
The promotional strategy will include the use of push and pull marketing and integrated
marketing communications in the form of advertising, sales promotion and personal selling.
Personal selling will be predominately used to market effectively towards creating new points of
sale and increasing visibility in current retail outlets. The idea behind this is that personal selling
gives Wings detergent soap the opportunity to personally tailor the most effective marketing
message towards these consumers and the ability to evaluate the effectiveness of the efforts
through measurable one on one feedback. Sales promotion will also be used to target these
consumers through a discount on bulk purchases open to only to business customers.
The strategy to target non-business consumers however will be a pull strategy dominated by
advertising through social media channels and television. In order to get cut through, our strategy
is to create ads that are easy to recall and create hyperbole, thus providing the campaign with the
power of word of mouth advertising.
However the biggest strength Wings detergent soap as a brand and a product is its vast history,
heritage and its pure characteristics so this will be emphasized through a complete rework of the
modern product packaging of Wings detergent soap.

6.0 Action Programs

In order to achieve the objective of repositioning Wings detergent soap and softener as a brand
associated with Indonesian heritage, this marketing campaign will revive the retro images and

posters that were used in advertising campaigns in the early twentieth century. The images will
be incorporated in to the design of the packaging and as a theme for the television and Internet
advertisements.
The marketing plan will create awareness of the new image of Wings by running a series of short
television advertisement, using humor to link Wings to Philippines heritage. A series of more
offbeat and humorous short advertisements will also be uploaded on Youtube and other social
media to try to expand product awareness through viral advertising. We will also seek to increase
in-store visibility of the product in conjunction with retro plastic case promotion.
To create awareness to the youth, Wings will be advertised in colleges and universities. Since
most students live in dorms or boarding houses and are too busy with their studies, they do not
have time to wash their clothes. They will go to laundry shops to wash their clothes. Wings will
be sponsoring some of the events in a college or university. Particularly the Freshmen
Orientation held at the first week of every school year. Through this sponsorship, Wings could be
the only detergent students will use to wash their clothes.
To increase accessibility to target market identified in the market analysis, distribution will be
expanded from the traditional points of purchase such as Friendship, Magic, Savemore, the
Hypermarket to other wholesalers and retailers to reach the target market.
The implementation of the marketing campaign will commence with research into the images
and posters that were used in the early advertisements of Wings and developing and adapting
these to best suit the objectives of the marketing plan.
The next stage will consist of establishing the production of the new reusable hard case dispenser
and packaging that feature the retro images and the production of the short advertisements.

Finally, suitable retailers will be sought to expand the distribution of the rebranded product and
once these arrangements have been made the television, Internet advertising campaign and instore product promotion will commence.

7.0 Budgets

Wings Detergent Soap Advertising Budget

Television

5% 5%

Internet Display

10%

Radio
50%

Newspaper and Magazine

Outdoor

30%

The budget on Wing detergent soap will be focused mainly on promoting the product to their
target market. 50% of its budget will be used to advertise on television since most people have a
TV in their houses. 30% will be used on the Internet. This is to create awareness to the younger
segment of the population. 10% will be used on the radio; this is to create awareness to
travelers/commuters. The rest will be used to advertise through newspapers, magazines, and
other outdoor activities.
8.0 Control
To maximize the return on a marketing plan, there need to be controls in place to monitor the
plan's progress. The controls are constantly analyzed to determine how the plan's actual
performance compares to the projections. Any changes that need to be made are done based on
the analysis of marketing controls. Controls will be done through:

1. Customer Feedback
Marketing is designed to persuade consumers to purchase a product. One control put into place is
the monitoring of customer feedback through polls and surveys. We will reach customers
indirectly by hosting online polls on the Internet that ask specific questions about our product.
Surveys will be done with marketing groups or via individual interviews by phone or in person.
Further adjustments will be made according to the results of your research.
2. Target Market Sales
Sales will be measured in units sold, revenue generated or profit amount. Once again, this is
done through market surveys or at the point of sale with the assistance of retail partners. Actual
sales in the target market are compared to the marketing plan projections to see if any changes
need to be made. If sales are down, then further market research needs to be done to see why the
target audience is not responding to the marketing.