A Marketing Plan for

GLADE RENEWAL ESSENCE

Submitted to

The Marketing Management Department

College of Commerce

University of Santo Tomas

In Partial Fulfillment of the Requirements for the

Degree of Bachelor of Science in Business Administration

Major in Marketing Management

By:

Ong, Briann Hans S.

San Miguel, Shienna U.

Tuazon, Jade D.

4M5

December 2018
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APPROVAL SHEET

This Marketing Plan for

GLADE RENEWAL ESSENCE

Prepared and submitted by:

Ong, Briann Hans S.

San Miguel, Shienna U.
Tuazon, Jade D.

has been approved and accepted as partial fulfillment of the requirements for the Degree

of Bachelor of Science in Business Administration major in Marketing Management.

__________________________
Prof. Oscar G. Torres
Adviser

Approved by the Panel on Oral Examination.

_________________________ _________________________
Examiner Examiner

______________________________________
Asst. Prof. Carmen E. Mazo
Chair, Marketing Management Department
 iii

CERTIFICATE OF ORIGINALITY

We hereby declare that this submission is our own work. To the best of our

knowledge and belief, it contains no material previously published or written by

another/other person(s), nor material to which a substantial extent has been accepted for

award of any other degree or diploma of a university or other institute of learning, except

where due acknowledgment is made in the text.

We also declare that the intellectual content of this Marketing Plan is the product

of our own work, even though we may have received assistance from others on style,

presentation, and language expression.

________________________________
Ong, Briann Hans S.

________________________________
San Miguel, Shienna U.

________________________________
Tuazon, Jade D.

Date: ____________________

_________________________________
Prof. Oscar G. Torres
Adviser

Date: ____________________
 iv

ACKNOWLEDGMENTS

It is in the continuous guidance and blessing from God that the researchers would

want to acknowledge first and foremost. The privilege of experiencing the acquisition of

knowledge and being able to live life up to the fullest would be impossible without Him.

The researchers appreciate the loving effort and support from their parents. It is by

providing the requirements to properly jumpstart this research paper and by making the

whole experience more convenient for the researchers, do their families offer instantly.

The paper would not be carefully shaped and constructed without the assistance

of the professors of UST’s College of Commerce and Business Administration. The

researchers would like to thank Prof. Oscar G. Torres for being an extraordinary and

competent thesis adviser. To tell a few, he has given time and effort in providing the group

the most customized of advices and comments on this paper. Another person who has

helped the researchers on a big scale is Prof. Robert Lao. He has imparted them the

necessary guidelines in conducting a marketing research from his line of expertise with

an outstanding professional atmosphere. The next professor that the researchers want to

express their deepest gratitude is Prof. Toni Etrata. By having such an informative

consultation session with him, the researchers were able to further improve their final

paper.

The researchers also acknowledge all the help of their friends and other people

who directly and indirectly made an impact in the outcome of the research. From all those

who lent a hand in the technical aspect of the paper, the advertising materials, the

prototype, the editors and proof-readers, and all who provided sources of information that
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were very important in completing this paper, the researchers would want to offer their

deepest appreciation.
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TABLE OF CONTENTS

Page

Title Page i
Approval Sheet ii
Certificate of Originality iii
Acknowledgments iv
Table of Contents vi
Summary of Tables vii
Summary of Figures viii
Summary of Appendices ix
I. Executive Summary 1
II. Scope and Limitations 2
III. Study Background 3
1. Company profile 3
A. Brief history 3
B. Mission/vision 4
C. Product offerings 4
D. Selected product/brand 10
E. Selected product/brand extension 10
IV. Market Situation Analysis
1. Macro-environment
A. Economic
B. Political-legal
C. Socio-cultural
D. Demographic
E. Technological
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SUMMARY OF TABLES

Number Description Page

3.1 Product Offerings 4

4.1 Market Size of Total Home Care Industry 14
4.2 Market Size of Home Care Industry 14
4.3 Market Size of Air Care Industry Segment 16
4.4 Projected Market Size of Home Care Industry 17
4.5 Projected Market Size of Air Care Segment 18
4.6 Home Care Market Share, Air Care Segment 21
4.7 Home Care Industry, Air Care Category 22
4.8 Competitor Analysis 24
5.1 Sales Mix
5.2 Product Offering, Selling Prices, and Product Description
7.1 SWOT Matrix
11.1 TOWS Matrix
12.1 IMC Plan Costings
13.1 Action Plan: Develop New Product
13.2 Action Plan: Modify Packaging
13.3 Action Plan: Convert Non-Users to Become Users of the Product
13.4 Action Plan: Enter New Market
13.5 Action Plan: Intensify Advertising
13.6 Action Plan: Strategic Marketing Activities
14.1 Marketing Budget
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SUMMARY OF FIGURES

Number Description Page

3.1 Company History

3.2 Selected Product/Brand
3.3 Selected Product/Brand Extension
4.1 Market Segment
4.2 Market Growth
4.3 Market Shares
4.4 Product Seasonality
5.1 Sales Mix
5.2 Distribution Network
6.1 Historical Statement of Income, 2014
6.2 Historical Statement of Income, 2015
6.3 Historical Statement of Income, 2016
6.4 Horizontal Analysis
6.5 Vertical Analysis
12.1 Proposed television advertising storyboard
12.2 Proposed radio advertising script
12.3 Proposed newspaper advertisement
12.4 Proposed Floor Plan of Bacolod Selling Outlet
12.5 Proposed Floor Plan of Iloilo Selling Outlet
12.6 Proposed Billboard Design
12.7 Proposed Tarpaulin Design
12.8 Proposed Mobile Design
12.9 Proposed Poster Design