Happee Uai Essay Example For Students

Happee Uai Essay A UAI Study on Colgate Toothpaste Submitted by: Coyiuto, Rosalina De Leon, Jhoanna Andrea E. Sy, Dana Iriza K. Uy, Dana Clarisse Yu, Shereene Submitted to: Mr. B. Encarnacion April 6, 2010 I. Background Happee Toothpaste is manufactured by a Filipino company, Lamoiyan Corporation. Lamoiyan specializes in oral care products such as Happee and Kutitap toothpaste and house care products like Daze. The owner of Lamoiyan, Dr. Celio Kwok Pedro used to own a company called Dr. Pedro’s Aluminum Containers, Inc. This company stood as a major supplier of aluminum collapsible toothpaste tubes to companies like Colgate-Palmolive and Procter and Gamble. Although in 1985, these companies started using plastic laminated tubes causing Dr. Pedro to close down the factory. He eventually realized that the equipment in the factory can still be used if he makes his very own toothpaste brand. He was able to penetrate into the toothpaste market two years later as he reopened the factory and named it Lamoiyan Corporation. Lamoiyan’s product Happee now have a variety of products that will cater to the consumer’s needs and tastes including – Happee Fresh Cool White, Happee Explosive Menthol Red, Happee Fresh Green Outburst, Happee Outrageous Orange Blast, Happee Complete Plus Whitening, Happee Tweens Sachet, Happee Kiddie Toothgel, Happee Night Mint, Happee Extreme Clean. Every toothgels has maximum fluoride protection that will fight tooth decay, strengthens teeth and freshens breath. There can be several pricing strategies that can help the company in improving its profits. Some of these include list price, competitive pricing, cost plus mark-up, close out, membership or trade discounting, and bundling and quantity discounts. Happee uses the strategy of competitive pricing in which, they use the competitors’ retail or wholesale prices as a benchmark in making their own prices. The prices they make can be below, above or the same as some brands depending on their positions in the market. For example, Happee and Beam have the same price which is 56. 75 in their 150mL green toothgel toothpaste while Colgate’s price for the same size is 67. 5 Php Table 1 – Different Brands and Prices of a 150ml Toothpaste |Toothpaste Brand |Price | |Hapee Fresh Green Outburst |Php 56. 75 | |Beam Sparkling Green |Php 56. 75 | |Colgate Green Menthol |Php 67. 75 | |Newtex |Php 27. 25 | |Charmee |Php 21. 5 | |Those Days |Php 13. 25 | |Sisters |Php 23. 25 | |My Best Friend |Php 15. 75 | Source: Robinson’s Place Manila Lamoiyan distributes its products well by passing it on to agents (middlemen between manufacturers and wholesalers/distributors), wholesalers, distributors, retailers, or even directly to the consumers. The product then moves from the distributors and wholesalers to the retailers, which include groceries, drugstores, department stores, convenience stores and some sari-sari stores. These are very important steps to make sure that the all consumers will be in the reach of the product. In groceries, Happee is usually placed in the personal care section together with all the other products in the same category. Happee has several advertising methods that include magazine and newspaper prints, television and radio advertisements. It is currently being endorsed by actress/singer Lea Salonga, best known for her musical role in Miss Saigon. Another endorser is the famous singer and actress Sarah Geronimo whose rise to fame started from winning the Star for the Night competition back in 2002. Other sales promotion methods include handing out samples, sponsoring events, having twin sachets, popular cartoon characters on the boxes and bundling together with other personal care products. Promotions are used in terms of product awareness so the consumers are exposed to TV commercials, radio advertisements, billboards and the like. There are many brands of toothpaste in the market and these methods are very important for the company to gain user preference and more consumers. Physical Fitness (557 words) EssayAlso, because of the advertisements that are constantly being promoted in televisions, newspapers, radios, magazines and other ads, people have already implanted in their minds that toothpaste is there to prevent us from having bad breath and cavities. Type of Toothpaste being Used | |Type of Toothpaste Used | |For Whitening |47 | |For Fresh Breath |54 | |For Sensitive Teeth |14 | |For Cavity Protection |39 | |Others |2 | Place of Distribution Brand |Last Bought |Bought most often | |supermarket |66 |57 | |drugstore |5 |8 | |convenience store |8 |11 | |department store |5 |1 | |sari-sari store |16 |24 | Supermarkets acquired the most number of people where they buy their toothpaste. We cannot hide the fact that a lot of supermarkets are built around the Metro that is why most service workers just go there to buy their basic necessities. From the area we have surveyed, a lot of supermarkets are present in their area for their convenience. Some of t hese are Savemore, Puregold, SM Supermarkets and even Landmark. Other Products bought with Toothpaste Mouthwash |24% | |Toothbrush |72% | |Shampoo |5% | |Soap |10% | |Lotion |1% | |Floss |4% | Based from the tabulated results, most service workers do not often buy other products along with toothpaste besides the basic one—toothbrush. It might be because they do not have the excess amount of money with them to buy other products other than the toothbrush. Mouthwash garnered 21%, which means that people are still concern in killing those bacteria they might have gotten. Other toiletries such as shampoo, soap and lotion are sometimes bought with toothpaste because they can be found near the place where oral care products can be bought. Other Toothpaste Users |Father |45 | |Mother |57 | |Sister |70 | | Brother |64 | |Roomate |2 | |Wife |1 | |Others |41 | Preferred Product Attributes |Good Quality |40 | |Cheap |54 | |Gives Fresh Breath |17 | |Prevents Cavities |13 | Protects gums and teeth |9 | |Whitens teeth |8 | |Appealing Flavors |10 | Since the category we have surveyed are purely household helpers, price would be always considered first. Since they do not earn that large enough of money, they would always take in to consideration the price first (if they can afford it or not). Next would be the good quality of the product. To have loyal customers for your product, the company must always provide good qualities from their product. PROFILE POSITIONING ANAYLSIS TREE N. O. S MARKET SEGMENTS CONCLUSION IMPLICATION RECOMMENDATION