II.

The Marketing Environment and Managing Market Opportunity

THE MARKETING ENVIRONMENT

Opportunities
 Increasing demand for home hygiene products
 Consumers who are willing buy socially responsible brands continue to rise
 Higher disposable income due to TRAIN
 Increasing awareness of harmful toxins contained in regular household
cleaners
 Number of young professionals who live in condos and apartments is
increasing
 Aromatherapy is now a trend in the Philippine market
 Filipinos are becoming more supportive of local brands
 Increasing Green consumerism adoption
 Market expansion has huge potential – serve more diverse products and
bigger market

Threats
 Market is dominated by competitors – Lysol and Glade
 Competitors have already gained consumers’ loyalty
 Immense advertising through online platforms can create imitators

THE MARKET

Population
In the 2015 National Census, the Philippine population was recorded at 102.2 Million,
while the demographics in NCR was 11.449 Million. Furthermore, the age distribution
recorded the highest in the 15-64 years old bracket with 61%, followed by 0-14 years
old with 35% and lastly 65 and up with 4%.

Market Size and Growth

According to the Household Final Consumption Expenditure (HFCE) Report by the
Philippine Statistics Authority, the consumption for Household Equipment and Routine
Household Maintenance which scored an annual growth increase of 7.6% is one of the
highest contributors for the higher growth of the HFCE. The final consumption
expenditure for household equipment and routine household maintenance has noted a
consistent increase through the years and consists a steady 4.0% of the total household
expenditure.

Household cleaning materials can be divided into two categories namely surface
cleaners and specialty cleaners. Surface cleaners category includes all-purpose
cleaners, tile cleaners, glass cleaners and floor cleaners. The specialty cleaners
category, on the other hand, includes toilet bowl cleaners, drain openers, disinfectant
sprays, oven cleaners, and metal polishes. Messy Bessy Disinfectant Spray will fall
under the Specialty Cleaner Category. Based on the data from Home Cleaning and
Attitude and Trends Around the World, Philippines has ranked second in the Year-over-
Year Retails Sales Change for Specialty Cleaners recording a 54.4% growth.

Gender Demographic
Women are the ones who are mainly involved when it comes to household-cleaning
chores. And based on the Gender Statistics on Labor and Employment, the number of
women working outside the home continues to grow. With more women in the labor
force, the disposable income increases so they will have more money to purchase the
products that best meet their needs. In addition, men are now also sharing some load
with household chores so this shared responsibility can also be a consideration in
designing marketing campaigns.

Distribution Channel
Large retail chains are the key distribution channel for home-care products. These
products can be seen in any supermarkets and also hardware stores like Ace Hardware
and Handyman.

CONSUMER BEHAVIOR PATTERNS

Most of the consumers buying household cleaning products consider their purchase on
the basis of value-for-money most, if not, all the time. In the Philippines, consumer
habits are characterized by economical spending especially when it comes to home
care. Consumers demand home care products that have a wide variety of properties are
Effectiveness and easy-to-use attributes is on top of the list of benefits sought for home
care products. With disinfectant sprays, consumers also seek products with pleasant
scent or fragrance. These benefits sought go hand-in-hand with getting value for their
money. Brands with high credibility will likely be the brand of choice.

Consumers recognize that a clean home affect their wellbeing. They are most aware of
and concerned that a dirty home have negative effects on their health. However,
awareness over the harsh chemicals that are included in disinfectant sprays created
fear have influenced consumer choices to lean on towards products that has natural
formulations. Aroma can also add up in the wellbeing improvement attribute of home-
care products.

Word-of-mouth recommendations are also perceived to be a factor in consumers’

product choice. Consumers want a home-care product that is already tested and proven
effective by a colleague or a peer. Product samples also work the same way as
consumers will be able to test for themselves if the product will be worth the purchase.

Movement toward sustainability and green consumerism has become a significant

influence to consumer behavior in choosing household care products. Consumers are
now looking for healthier and safer choices in the products that use at home.
Consumers want their products to be natural and ecofriendly, thus avoiding companies
and brands with bad reputation with environmental issues.
Lastly, in a recent research, it was found out that Filipinos prefer socially responsible
brands. They think that businesses have that responsibility to do good for the society.
Consumers will prefer brands that has no labor issues and brands that gives a portion of
their profit to charity.

COMPETITION

THE COMPANY

Strengths
 The company is a social enterprise
 Products are all made with earth-friendly ingredients
 More affordable than competitor
 There is an e-commerce platform in place
 Products contain no harmful toxins
 A business that successfully hits the triple bottom line
 Product is innovative and one of its kind

Weaknesses
 Not very popular with the consumers
 Low to no visibility in supermarkets and home care stores
 Low capital
 Small labor force

III. Brand and Product Strategies

Lysol, Glade, Febreeze, Pledge to name a few, are such leading brands of air freshener
or tangibly available antibacterial disinfectants of that kind in the Philippine Market.
Messy Bessy is clearly aware of the product standing in the competition environment
thus know the importance of being offensive. On a much larger view, Messy Bessy is
therefore aware of how big these players are. It is more of a game of how Messy Bessy
Disinfectant Aroma Spray can penetrate and gain at least a 5% market share in
Metropolitan Manila at the introductory stage of the product in a maximum span of 3
years. For this matter, it is remarkable to resort to a combination of market niching
strategy and flanking strategy for the warfare. To substantiate the overall strategies,
Messy Bessy has first and foremost aligned the product STP (Segmentation, Targeting,
Positioning) to satisfy the specific objective which is to effectively establish the product’s
brand equity.

MARKET SEGMENTATION

Geographic
 Makati Central Business District and the immediate vicinity
  Malate, Ermita, Binondo District of the Manila proper
 Central Manila (Mandaluyong, Pasig, Taguig)
 MUNTIPARLAS (Muntinlupa, Paranaque, Las Pinas)
 Greater Manila (Quezon City, Marikina, Pasig)

Demographic
 Age: 18-34, 35-49+
 Family Size: 1-2, 2-4, 5+
 Family Life Cycle: Young; married, no children or youngest child under 6
 Gender: Male, Female
 Income: P15,000+ per month
 Professional and Technical, Managers, Officials and Proprietors
 Generation: Gen X, Millenials (Gen Y)
 Social Class: Working class, Middle class up to Upper class.

Psychographic
 Personality: Vain in the household, compulsive, socially diligent
 Lifestyle: Indoor-oriented

Behavioral
 Occasion: Regular and Special Occasions
 User Status: Nonuser, Potential user

MARKET TARGETING

Among the given considered segments, the proponents therefore have identified
the target market by which:

“Those potential users in a middle-income class whose ages

around 18 years and above and earning average of P36,000 per
month who particularly live in the highly urbanized districts of the
National Capital Region (NCR).”

MARKET POSITIONING

Positioning statement:
“To the young pros who are busy with their errands and yet need to
maintain the sound condition of their households, Messy Bessy’s
Disinfectant Aroma Spray will help their places always smell clean,
fabulous and free from unwanted infections. Essential oils have natural
anti-fungal, antiseptic and antibacterial properties without the toxins that
come with the regular household cleaners. This is great for the nose, and
for the planet too!”

Campaign Slogan
“A clean home is a happy home!”
Product Features
 Comes in a 500ml content
 Not harmful to human immune system
 Easy to use product container as just slightly grip to spray
 100 % natural ingredients
 Distinctive scent
 Reasonable price
 Can also be used for other purposes like in cars or enclosed areas

Benefits and Emotional Offerings

 Get instantly fragrant household space
 Scent that makes one’s mood positive
 A product for a cause
 Reassures holistic cleanliness of the house as it refreshes the air
 Can contribute to environmental conservation

Points of Parity (POP)

 Scented feature
 Convenient to use
 Effective disinfectant
 Can be frequently used

Points of Difference (POD)

 Made only with formulated ingredients served for cleaning
 Biodegradable
 Non-toxic
 No fillers
 No colors
 No artificial scent
 Unique variety

FREES CONCEPT

The concept of FREES is deliberately considered in terms of delivering values to fortify

the brand equity as part of the strategy.

Functional – An environmental friendly product which comes with a reasonable bottled

packaging that only in one spray, not will just disinfect, but will instantly give you the
aroma that can soothe your mood.

Rational – Made from 100 % natural ingredients that make it stand out among other
products in the market. Can also do good for the environmental welfare.
Emotional – Makes you feel socially responsible in a sense that when you buy the
product, you cannot just purposely buy the product itself. This also means that you
contribute to the ability of the company to do its goals which is to provide education,
employment and rehabilitation for at-risk young adults.

Engaging, experiential – Can be sent as a present or gift to your colleagues, family

members and loved ones as of its practicality. Reinforcing and satisfying your vanity
towards cleanliness.

Self-Expressive – Delivering a right justification for your social awareness that buying
this product is for a good cause as well.

To truly establish the brand equity, it is a must to make a presence in various physical
stores concentrating in the target market. The essence of strategies mentioned above
take this part. One is Niching Strategy. As to reiterate, the concentration of the
distribution will basically play in the urban key spots wherein high volume of middle-
income class is located. A good place to start is in the National Capital Region. Middle
class population does not do their groceries in massive supermarkets. They like discreet
places to run their errands. Membership shopping stores such as S&R and Landers are
initially considered as effective platform for the distribution of the product. Through
these stores, the product can barely get noticed by the big players for they are focused
on the areas that they can consistently get high volume of sales. However, Messy
Bessy Disinfectant Aroma Spray needs to be launched at one store at a time. This is
how the Flank Strategy is playing its role. Brand promotion should be in a less-risky way
by ensuring that the competitors are not aware of the product’s marketing activities and
presence.

THE AIDAS PROCESS

When there is a store, there is a selling. The proponents believe in the process of
AIDAS as to execute an effective personal selling.

Attention – Assortment of the product or placing in the grocery stands with one back up
promodiser should be extraordinarily unique by creating some protruding division with
pictures or collaterals of the Messy Bessy’s achievement in giving at-risk young adults
free education and employment.

Interest – Initially the potential consumers, out of curiosity are puzzled about the
connection of the product to the message and for all they know it, they are interested in
the goals of the product.

Desire – It will occur to them some urge to try out the tester and will be able to realize
that the product itself is superb.

Action – Eventually potential consumers will buy a piece or two, no longer out of the
curiosity this point but out of the enticement.
Satisfaction – Soon enough when the buyers are at home, they will be more likely to
repurchase the product as they are delighted with Messy Bessy’s Disinfectant Aroma
Spray.

Packaging (Please see appendix ___) – The Messy Bessy’s masterpiece is its
packaging. It comes in a mild transparent plastic bottle, with a spray enabled lid and
appears in bold shape that nobody even think that it is a new player in the market. Yet
nobody would even think that it is made by the small group of students turned to a
profitable organization. The brand logo is centered and well supported by the sub-
caption of its features.

V. Integrated Marketing Communication Strategy

COMMUNICATION PLAN

Brands are increasingly using social channels to target their consumers and influence
them to make a purchase or even convert them to become loyal. Brands and
businesses are becoming obsessed with Social Media to drive strong brand presence,
increase their followers and of course, engagement. Brands have been using different
social strategies to influence their audience. Brands have been using different social
strategies to influence their audience and Social influencer marketing is one of the most
common used to promote and help a brand increase growth.

Messy Bessy can utilize their social media channel to increase their market share by
being closely tied to its community where their products are available or sold. They can
boost their advocacy of producing earth-friendly, organic cleaning products and helping
the lives of the at-risk young adults in the community by increasing their social media
interactions in their Facebook, Twitter, and Instagram accounts. They could also create
public forums online where consumers can share their experience and stories after
trying out the product. This could create curiosity to non-consumers of the product.
Partnering with social media influencers with large number of followers could also be
one of the communication channels that the brand can use to communicate the product.
Social media influencers can make a great impact to the growth of the market share of
the brand by promoting it consistently in all social media platforms. People are spending
more time online liking posts on Facebook sharing tweets, posting photos on Instagram
etc. According to a research conducted by SproutSocial, there are currently 2.6 Billion
active Social Media users in the world and 1.9 Billion active mobile social users. This is
a 10% growth in Social Media users compared to 2015 and 17% growth of mobile social
users compared to 2015. In fact, the average person has five social media accounts
and spends at least 1 hour and 40 minutes daily on Social Media. Aside from utilizing
social media channel, Messy Bessy can boost brand awareness through Search Engine
Optimization (SEO). By using this method, they could get traffic from the free, organic,
editorial, or natural search results on search engines, thus driving possible customers to
their website. A YouTube Ad is one of the most utilized advertising strategy nowadays
and Messy Bessy can also use it to advertise the Disinfectant Aroma Spray by creating
a short ad that will matter to the target market. Utilizing conventional media
advertisement like Billboards, Lifestyle Magazines, and Newspapers could also be a
great channel to boost brand and product awareness that could help increase market
share.

Objectives, Target Audience, and Key Message

 Increase brand awareness through utilization of Social Media Channel with the
help of social media influencers

Aim
Expand brand reachability to its new consumers, boost its social media
presence, and increase brand awareness through social media efforts of its
social media influencers.

Target
Consumers and Non-consumers who follow these social media influencers.

Key Message
Social Media Influencers could boost the brand and product awareness through
their wide and loyal audience, constant engagement with their networks, content
marketing, and credibility.

 Generate new followers on social media network accounts such as Facebook,

Twitter, and Instagram by utilizing social media paid and free ads and creating
public forums.

Aim
Increase social media followers through social media paid and free ads and
creation of public forums.

Target
Millennial generation is the primary target since it is the fastest growing social
media users and contributors.

Key Message
Guest blogging in public forums can be a great way to get brand and product
exposure to increase social media impact. Follow and follow back to grow
network and increase interactions to customers and potential customers.

 Increase brand website visibility through best practices and effective utilization of
Search Engine Optimization (SEO).

Aim
Drive more customer to website through search engine optimization that could
result to increase in customers and sales.
 Target
Internet users – Potential customers

Key Message
Users trust search engines and having a presence in the top positions for the
keywords the user is searching, increases the web site’s trust. SEO is good
for social promotion of Messy Bessy’s website. Through good SEO practices,
it can improve the user experience and usability of the brand’s website.

 Promote the product using various YouTube Ad formats – Overlay, Skippable,

Non-skippable, and Bumper Ads.

Aim
Expand reachability through paid YouTube efforts that will leverage the product
that could help increase customer acquisition and drive more sales.

Target
YouTube Users

Key Message
YouTube can quickly get the product in front of hundreds of millions of potential
customers through video ads. This will provide a channel to speak about the
product, its benefits, and brand’s advocacy.

 Utilize conventional media advertising such as Billboards, Transit Ads, Lifestyle

Magazines, and Newspapers in boosting brand awareness and driving sales,
thus increasing market share.

Aim
Boost brand awareness and drive sales through traditional advertising and then
capitalize on the recognition later through social media and digital media starting
conversation with potential customers.

Target
Motorists, Magazine and Newspaper Readers

Key Message
Create awareness to the brand and product through conventional media
advertising. Move consumers into the consideration phase of the buying cycle to
begin searching for the product information online, thus utilizing SEO and Digital
Marketing.

Strategies and Tactics

 Goal 1: Increase brand awareness through utilization of Social Media Channel

 with the help of social media influencers

Target Audience
Consumers and Non-consumers who follow these social media influencers.

Identify goals and objectives

• Know the possible social media influencers that promotes active, healthful,
and clean lifestyle that can help promote the product to potential
customers; 

• Know which audience follows those possible social media influencers; 

• Identify which social media network accounts of the brand ambassadors
have more and least followers and interactions; 

• And once identified, work on with the contents of the social media
influencers that have least followers and interactions in their certain social
network accounts to boost it and maintain active interactions on their
social network accounts that have more followers and interactions. 

• Marketing should be working hand-on-hand with the social media
influencers to ensure that they continuously promote the brand according
to branding guidelines. 


Create interactions on Social Networks 


• As brand ambassadors/influencers, they should actively interact with their
followers on their posts about the brand;
• Marketing should make promotions specifically for the brand
ambassadors/influencers’ followers to boost interactions; and
• Brand ambassadors/influencers should regularly post about the brand,
new products to try, and what motivates them to use the product. This will
be determined based on the stipulated agreements in the contract made
with brand ambassadors/influencers.


 Goal 2: Generate new followers on social media network accounts such as
Facebook, Twitter, and Instagram by utilizing social media paid and free ads and
creating public forums.

Target Audience
Millennial generation is the primary target since it is the fastest growing social
media users and contributors.

Create interactive media content

• Create video blogs / commercials featuring the brand ambassador on how
they incorporate Messy Bessy products in their daily activities and how
important living a clean and hygienic lifestyle is. 

• Create forums that will invite more customers to visit the brand’s official
social network accounts to gain more followers and likes. 

 Invite Guest Blogger/Vloggers to Messy Bessy Public Forums 

• By inviting guest bloggers/vloggers on public forums, it can help the brand
boost its number of followers through plug-ins, mentions, or hashtags
about the brand in their social network sites.
Posts more Visual Contents on Social Media
• Frequent posting of Messy Bessy products on Social Media Networks can
help boost followers through comments, sharing, and tagging
• Visual contents entice more customers to try new products and share their
experience in social media, thus, influencing their friends and relatives to
try the brand as well

 Goal 3: Increase brand website visibility through best practices and effective
utilization of Search Engine Optimization (SEO).

Target Audience
Internet users – Potential customers

Utilize SEO/Digital Marketing Tools

• Utilize Google SEO tools like Google Adworks in boosting brand
awareness through search engines.
• Use hashtags to start a trend about the product - #StayCleanBessy
#CleanBessy #MessyBessy #HelpingOurselves #SocialInnovation

 Goal 4: Promote the product using various YouTube Ad formats – Overlay,

Skippable, Non-skippable, and Bumper Ads.

Target Audience
YouTube Users

Utilize various YouTube Ad formats

• Overlay Ads – Semi-transparent overlay ads that appear on the lower 20%
portion of the video. Shown only for desktop users.
• Skippable Video Ads – Skippable video ads allow viewers to skip ads after
5-seconds, if they choose. Inserted before, during, or after the main video.
Shown for desktop, mobile devices, TV, and game consoles users
• Non-skippable Video Ads – Non-skippable video ads must be watched
before the main video can be viewed. These ads can appear before,
during, or after the main video. Maximum of 15-20 seconds in length.
Available only for desktop and mobile devices users.
• Bumper Ads – Non-skippable video ads of up to 6 seconds that must be
watched before the main video can be viewed. Available only for desktop
and mobile device users.

 Goal 5: Utilize conventional media advertising such as Billboards, Transit Ads,

Lifestyle Magazines, and Newspapers in boosting brand awareness and driving
sales, thus increasing market share.
 Target Audience
Motorists, Magazine and Newspaper Readers

Billboard Ads
• Outdoor advertisement like billboards can help capture the attention of
motorists and pedestrians. It will be placed around high traffic areas (both
automotive and foot traffic) such as in EDSA or outside malls or
supermarkets where the products are available for sale.

Lifestyle Magazines and Broadsheet Newspapers

• The product will be advertised through appearances on Lifestyle
Magazines and Broadsheet Newspapers read by potential customers.

Transit Ads
• The product will be advertised as well through public transportations like
LRT, Taxi Cabs, and Air-conditioned Buses to boost brand awareness and
drive sales.
• Marketing collaterals will be wrapped on the sides or the whole body of the
trains of LRT. It will also be posted inside the train coaches. Both Taxi
Cabs and Buses will either have full wraps, side wraps, or rear windows
collaterals.

MEDIA PLANS

Messy Bessy can utilize various media platforms and materials all at the same time in
promoting the Disinfectant Aroma Spray such as the following:
 Facebook Page
 Instagram Handle
 Twitter Handle
 Official Brand Website
 Public Forums on official brand website
 Blogs/Vlogs
Brand videos to be

PROMOTIONS

Promotion 1: BOGO – Buy One Get One

Objective
This promotion aims to entice and let the consumers double the product’s value
for money for the price of one. This also aims to increase production and boost
sales.

Rules and Guidelines of the Promotion

 This promotion applies to both store and online purchases.
  Maximum of 2 purchases for each customer.
 Cannot be combined with any on-going promotions and discounts.

Who can avail this promotion?

 Customers
 Internal customers (Employees)

Type of Promotion/Frequency
 Discount
 Promotion can be used during rainy seasons due to high-potential
increase of viral sickness such as colds and cough.

Coverage
 This promotion will be available to all store locations and official brand
website.

Promotion Schedule
 Promotion can run for a quarter from June 1 st (Start of rainy season) up
until August 31st.

Promotion 2: Buy One Disinfectant Aroma Spray and Get One Desk and Workspace
Cleaner for free.

Objective
This promotion aims to entice and let the consumers try other Messy Bessy
products to enhance customer experience, thus resulting to repeat transaction.

Rules/Guidelines of the Promotion

 This promotion applies to both store and online purchases.
 Maximum of 2 purchases for each customer.
 Cannot be combined with any on-going promotions and discounts.

Who can avail this promotion?

 Customers
 Internal customers (Employees)

Type of Promotion/Frequency
 Gift
 Promotion can be used anytime of the year

Coverage
 This promotion will be available to all store locations and official brand
website.

Promotion Schedule
  Promotion can run for a month.

VI. Sales and Distribution Strategies

“Helping OUrselves through Sustainable Enterprises” is a house foundation with a

mission to educate, employ and empower at-risk youth to give them a second chance in
life has gone big over the years. Messy Bessy Cleaners Inc. was born out of this
foundation. The Disinfectant Aroma Spray is one among its product line. The company
so far has 50 distribution outlets in Luzon and Cebu. Continuously growing, the
company now is all set to make a name in the industry as it aggressively expands its
scale of production for the market penetration.

DISTRIBUTION

Messy Bessy Disinfectant Aroma Spray delivers either through direct selling or with
intermediaries via resellers. The product can be purchased via online as well. Messy
Bessy Cleaners Inc. generally serves to be the master distributor whichever channel is
analyzed.

The following chart illustrates the overall industry surrounding the distribution patterns of
the product.

Messy Bessy Cleaners Inc. deals with multichannel marketing. Since the company is at
the growing stage, delivery schedules will be put into consideration to compromise the
logistics and transportation constraints and for time efficiency. Subject to the demand of
the product, product delivery can be thrice a week be it Monday, Wednesday, Friday for
a standard alternate measure. On the NCR basis, one mobile vehicle per se will service
the target tied up reseller in just an average of half a day.

SALES STRATEGY

Messy Bessy will be adopted the concept of push strategy. Since Middle-Income
consumers tend to be career oriented and busy most of the time, they cannot seem to
pay time to the product overview and therefore they would not mind choosing the
product in the market. To redirect their attention, discount offering will be implemented
by giving away 20% discount for each product for the pilot launching of the product in
the market or in making the price of the product from original P295 down to P236. The
discounts will be covered a period of three months. If the sales volume is steady, by this
stage the consumers have tried and tested the product to their household thus already
established the brand loyalty. 20% discounts for this matter will be then offered to the
next product purchase at this stage as to increase more the sales volume. This
supporting strategy will run for another 3 months. Promodisers should be well informed
of the policy as they will play a critical role for the start-up player in the market. In fact,
they will do the product demo for the potential consumers who will linger around in the
product section of the store. This is a must because the product also promises the
feature of aroma scent thus the target consumer will be engaging and experiencing the
product. Messy Bessy will also do the same offering to its website platform to integrate
the sales plan in the overall strategy.

MARKETING STRATEGY

The goal for the marketing strategy is not just to inform the target consumers of the
product existence, it is also a goal for Messy Bessy to establish a harmony with the
buyers as the business transaction with them will eventually become repetitive. It is
important to provide them with the customer care hotline. Through this, they will feel
relieved that they have a fallback in any unwanted case. Customer care also serves as
an opportunity for the company to cater to the queries and special needs of the
consumers like inquiring for a bulk order. Well informed consumers and buyers will
resort to well operated business that will be a good basis of sales increase forecast.

BRAND SUPPORT ACTIVITIES FOR THE SALES AND ORGANIZATION

Messy Bessy is partnered with a lot of institutions and business entities such as Caritas
Manila, Manila Business College, Negosyo, IJM, Ateneo De Manila University, PLDT
and many more. This entails a great connection for a good publicity. This also entails
company credibility that adds up to the good brand image. Some of which entities can
be used for Sales and Marketing promotion. For an instance, Messy Bessy can tap
some professional organizations in Ateneo De Manila University to serve as a speaker
for their program related business (Faculty Conference) to influence the institution.
Negosyo can be tapped as well by creating a blog through online marketing to influence
social media or internet users. Free media can also be tapped at no cost. All of these
activities and organization can contribute to sales increase and brand equity.