Members:

Baylan, Michelle
Berbano, Emmanny
De Guzman, Inna
Enriquez, Krystyn
Manipol, Maita
Perez, Stefanie
PART I : INDUSTRY AND
COMPETITIVE
ANALYSIS/MARKET
REVIEW
Profile of the Market
 Profile of the Market

The target customers want to have a toothpaste that:

• Tastes good
• Keeps them refreshed 24/7
• Very minty
• Make their teeth whiter
• Recommended by the dentists
• Affordable
• Quantity worth
Product Usage
 Product Positioning

is a locally-made, world-class quality and affordable

toothpaste brand for Filipinos.

is perceived as a toothpaste brand for the masses

and kids, age ranging from 5 and above.
 Attitudes

People believe that toothpaste is a necessity.

Most toothpaste brands usually serve their target market’s

needs by means of providing variety of flavors.

. is just a so-so brand.

 Purchasing Process

Key drivers of choice for toothpaste:

 Purchasing Process

Sources of information:

Creating brand loyalty is very important since buying

decisions for toothpaste are impulse buying.
 Purchasing Process

Adults are usually the sole decision maker of what brand of

toothpaste to buy and use.

On the other hand, kids involve other person/s who is

responsible for buying their toothpaste brand.
 Purchasing Process
Who influence the purchase?

What influence the purchase?

Part II. SWOT
ANALYSIS
SWOT ANALYSIS
PART III. MARKETING
OBJECTIVES
 Marketing Objectives

For the researchers’ marketing objectives they will use two out of
four Ansoff’s matrix for them to know their possible choices of action:

• To be able to make a new product for existing markets

• To be able to sell existing products to to existing markets

PART IV: MARKETING
STRATEGY
 POSITIONING STATEMENT

is an affordable and locally made

toothpaste that caters to all Filipino families
which focuses not only on dental health but also
serves a mean to create a special bond and
happiness in every home.
MARKETING STRATEGY
“ Family”
 MARKETING STRATEGY
“Sulit na sulit pang-pamilyang Pilipino”
 PRODUCT STRATEGY
Change product formulations

?
 DISTRIBUTION STRATEGY
Distribute toothpaste thru different dentists
 PROMOTIONAL STRATEGY

Partnerships with dental organizations and accredited dentists

• Improved feedback • Increase brand awareness, trial,

• Prove good quality product usage and loyalty
• Develop good reputation • Change the wrong perception of the
• Influence purchasing decisions consumers
• To be recognized by accredited • Co-branding arrangement
dentists
 PROMOTIONAL STRATEGY

“ Family” Event
 PROMOTIONAL STRATEGY
“Smile the problem away with toothpaste” Event
 PROMOTIONAL STRATEGY
“Show your smile with toothpaste” dental check up
event
 ADVERTISING STRATEGY
Product displays in supermarket
 ADVERTISING STRATEGY
Info-commercial for point-of-purchase
“A FAMILY THAT BRUSHES THEIR TEETH TOGETHER, STAYS
SCENE 1 TOGETHER.” SCENE 2

Setting: Bathroom
A kid was squeezing Hapee Setting: Outside the
toothpaste tube and tried to brush bathroom
her teeth but she was having a The parents of the kid was
hard time since she don’t know peeking at the door and
how. (Irritated) trying to look if their child
can brush her teeth
properly.
 ADVERTISING STRATEGY
SCENE 3 SCENE 4

Setting: Bathroom Setting: Outside the bathroom

Parents went inside the Mom: Anak tuturuan kita ng tamang
bathroom, grabbed their own pagbrush ng ngipin. Lagyan ng hapee
toothbrush and taught their tooothpaste ang iyong toothbrush
child how to properly brush tapos magsimula mong sipilyuhin ang
their teeth. ngipin mo sa itaas.
 ADVERTISING STRATEGY
SCENE 5 SCENE 6

Setting: Bathroom
Setting: Outside the bathroom
Dad: I-brush mo ang iyong
Mom: Sipulyuhin mo ang lower teeth mo
ngipin away from the gumline
tulad lang ng ginawa mo sa iyong upper
para matanggal ng toothbrush
teeth anak. Then ibrush mo din ang ang
ang mga dumi sa surface ng
surface ng lower teeth mo away from the
ngipin.
gumline.
 ADVERTISING STRATEGY
SCENE 7 SCENE 8

Setting: Bathroom
Dad: Pagkatapos ay sipilyuhin Setting: Outside the bathroom
mo naman ang likod ng iyong Mom: “Wag mo kalimutan
ngipin sa baba at sa itaas. sipulyuhin ang iyong dila para
sa long lasting fresh breath.”
 ADVERTISING STRATEGY
SCENE 9 SCENE 10

Setting: Bathroom
Dad: O anak, wag mong Setting: Outside the bathroom
kalimutan mag-mumog ng Mom: Patingin nga ng ngipin
tubig para siguradong tanggal mo anak. (Looks at her child’s
ang bacteria. teeth) Wow!!
Child: Oo nga mommy! Ang
linis! Kaya pala ang ganda ng
ngipin niyo ni daddy!
 ADVERTISING STRATEGY
SCENE 11 SCENE 12

“A family that brush their

teeth together, stays
together.”
-Hapee Toothpaste

Setting: Bathroom
Video Effect: Black screen
Dad: Yes anak and we will have
Heading:
the perfect smile together with
Hapee toothpaste!
“A family that brush their teeth
(Actors and actresses focused on
together, stays together.”
the camera while smiling)
-Hapee Toothpaste
 ADVERTISING STRATEGY
Street Marketing

• To market a new variant

• Renew the interest of an old favorite
• Build goodwill to people
• Generate awareness
• Promote products
 ADVERTISING STRATEGY
“ Family” TVC

SCENE 1 SCENE 2
Setting: Master’s bedroom
Setting: Bathroom
Action: wife and her husband
woke up early in the morning and Action: They grabbed hapee
looking at each other sweetly. toothpaste and they were both
H: Hon, let’s go na and cook brushing their teeth and was
breakfast for our kids. having fun tickling, splashing
W: Okay babe! Let’s brush our water from the faucet.
teeth first.
 ADVERTISING STRATEGY

SCENE 3 SCENE 4
Setting: bathroom Setting: Bathroom
Action: Their kids was peeking in Action: They were all
the bathroom as if they want to
brushing their teeth while the
join with their parents who are
having fun. The wife saw their
couple are using hapee
kids and smiled at them. Then she toothpaste for adults and the
grabbed them together inside the children used hapee toothpaste
bathroom. for kids.
(Camera focus on the product)
ADVERTISING STRATEGY

SCENE 5
Setting: bathroom
Voiceover: Its always
going to be a happy
family with Hapee
toothpaste
 ADVERTISING STRATEGY

Update Social Networking Sites

• Should at least post 3 times a day

• Should contain questions, fun facts and
trivia about
• Announce ’s upcoming events
and promos
ADVERTISING STRATEGY
Family picture Contest
 ADVERTISING STRATEGY

Update Social Networking Sites

• Hapee should talk to their

followers more
• Can be used to answer inquiries
• Use #Hashtag
 ADVERTISING STRATEGY

Update Social Networking Sites

• Should upload more videos

(not limited to TVCs)
 ADVERTISING STRATEGY

Sponsor Events
 SALES PROMOTION STRATEGY

Bundles
 SALES PROMOTION STRATEGY

Freebies
Let's all make
a part of every home
of a Filipino home!
THANK YOU!