Marketing Plan

For

Temox Multi-Insect Killer

Submitted By:

8- Lo Chiong, Johann Adrian

9- Mateo, Sandy

12- Ng, Jazzmin Rose

13- Ng Cheong, Jamie Mariah

17- Yeung, Charleston Jhon

Submitted To:

Ms. Maribel O. Chan

0|Page
CHAPTER 1: CURRENT MARKET SITUATION ANALYSIS

I. Industry Study

Composition / Size / Market Segments

Temox belongs to the chemical manufacturing industry and is one of the largest

growing industries as of 2016 (The Chemical Industry, July 21, 2016). The chemical industry is

one of the most influential industries worldwide because of its many categories which includes

plastic industry, food industry, automobile industry, glass industry and other industry which are

highly dependent on chemical components. Table 1 shows that insecticides are divided into

categories such as electric insecticides, insecticide baits, insecticide coils, spray/aerosol

insecticide, and other home insecticides that comprises the home insecticides.

As seen on table 1, spray/aerosol insecticides rank highest in sales. Temox

multi-insect killer is classified under this category. The data provided also shows how the sales

of spray/aerosol insecticides are increasing annually by 474.6 million in average.

1|Page
 Sales of Home Insecticides by Category 2010-2015
2015
2014
2013
2012 Sales of Home Insecticides by
2011 Category 2010-2015
2010

0
2000 4000 6000 8000
10000
12000

Usership Patterns / Significant Buying Habits

People buy insecticides when their home, headquarters or residence are being infiltrated

by pesky household insects such as cockroaches and mosquitoes that may affect their daily life.

Insecticides, is a type of pesticide that are used to exterminate, damage, fend off, or lessen

some group of bugs (“Insecticides”, 2015). People also buy it because it safeguards their health

which leads to countless lives saved by warding off a number of diseases. (“Insecticides -

Benefits Of Insecticide Use”,n.d.)

People can search for information about a product in numerous ways such as through

online peer reviews or product reviews. (Laja, n.d.) People could also inquire product

experiences from their friends, family, and neighbours, however, they could also refer to non

neutral sources of data such as ads, brochures, company sites, and salesperson.(Tanner &

Raymond, 2012)

2|Page
 There are numerous health concerns because of some of the popular insecticides

contain glyphosate and atrazine that maybe cause harm to people, causing people to choose a

safer alternative instead such as homemade sprays and solutions, and natural chemical

solutions. (Graham, 2009)

People will buy the product if they really need it. Some factors like economic factor,

which is affordability of the product, functional factor, which is how much you need the product

and psychological factor, which are advertisements that may hit your emotions can affect

people to purchase the product or not (Herald, 2008).

After purchasing the product, people decide if what they’ve purchase is up to their

expectation, if not they will suffer from buyer’s remorse which will lead people not to buy the

product again or tell others their bad product experience.(Tanner & Raymond, 2012)

Other Market Characteristics

According to Allied Marketing Research, mosquito repellents are being used to keep

mosquitoes away and prevent mosquito diseases such as dengue fever, Zika virus,

chikungunya and etc. Mosquito repellents such as DEET can cause skin allergies, and

breathing problems. Consumers switch to herbal based repellents. Such as citronella oil, birch

tree bark and other plant based ingredients.

The table below shows the top factors impacting world mosquito repellent market.

3|Page
Source: https://www.alliedmarketresearch.com/mosquito-repellent-market

II. Current Product/Brand Situation

Brief history of the product/brand

Mr. Artemis Go Cheng started Temox when the known leading brand in insecticide

cut their ties with Monsi Chemical Manufacturing Industry. Monsi was the leading brand’s

supplier of chemicals and other parts of the product like cans, sprays, and plastics when a

misunderstanding happened between the two companies, making the leading brand leave the

partnership. It was then when Monsi decided to create its very own product that is proudly

produced in the Philippines and very affordable for all classes of markets to purchase. They first

ventured in making chemical products three years ago. Although they are new in the market,

Temox is the only product that has the same effectiveness as the leading brand with a much

more affordable price. Monsi supplies Temox in Metro Manila and hopes to expand their market

to the provinces where it is more needed.

Past and current marketing strategies

4|Page
 Temox is new in the insecticide industry for it only started three years ago. It is aiming to

have tri-media advertising to further introduce the product to all Filipino households for it to be

able to boost their current sales and to become the leading brand of insecticide in the

Philippines and the world by exporting their products locally and internationally. (T. Anton,

personal communication, August 17, 2016).

Below is a list of Temox’s insecticide products and its prices:

100ml 300ml 600ml

Temox Multi Insect Killer

Water-Based P68.00 P165.00 N/A

Temox Multi Insect Killer

Kerosine P63.00 P155.00 N/A

Source: Metro Supermarket

5|Page
 Temox is widely distributed to Metro Manila and can be found in retail establishments.

To increase their sales, Temox has been engaging in market penetration hence they have been

promoting their product by bus ads, mass display, billboard advertising (T. Anton, personal

communication, August 17, 2016).

Source: www.facebook.com/temox.ph

To further promote their product, Temox’s promotional activities includes the following :

Participating in the Super 8 Funfest in World Trade Center. Anti-Dengue Activity in Barangay

Apolonio Samson where Temox shared tips for a cleaner environment and awareness in

Dengue and Chikugunya. They also shared about prevention in Zika virus in Barangay San

Andres Bukid Zone 8. They are also doing supermarket promos which includes product

discounts and bundling. They also did “Ruleta ng Temox” wherein if a customer bought P200

worth of Temox products, they can have a chance to spin in the roulette and win prizes. Temox

also created a 3-minute video advertisement of their product posted in their facebook page.

Several blogs have also featured and reviewed Temox. (T. Anton, personal communication,

6|Page
August 17, 2016).

Source: www.facebook.com/temox.ph

Relevant Market/ Definition of the Market or Market Segment Targeted

Temox has reached most of their primary target which are households that are based in

Luzon, especially in Metro Manila. Temox is currently available at almost all retail

establishments throughout Luzon. According to T. Anton, Temox also serves the people of all

classes (Class A to D) because of its affordability. The primary market segment targeted by

Temox are mothers with ages 25-45 who doesn’t want to stress themselves by using the

traditional way of killing insects. People nowadays want things to be done more efficient.

Insecticides are far more effective than slippers because it provides maximum killing power

against all insects in just one spray. The secondary market segment targeted by Temox are

commercial establishments that uses insecticides to prevent insects from getting in their offices

and for sanitary purposes.

III. Competitive Situation

7|Page
 Baygon, a product of SC Johnson & Son Inc. remained the dominant leader in

insecticides for the year 2015 with an 82% value share as seen on the table below. Greencoil

Industries Incorporated holds the second to the highest value share in the Philippines. These

two companies have the highest company shares from 2011 to 2015.

The major competitors of Temox are: SC Johnson & Son Inc. and Neumann & Mueller

Philippines Inc. These two companies are in the home insecticide industry far longer than

Temox. They are considered as top competitors by Temox. (T. Anton, personal communication,

August 17, 2016)

1.) Baygon

SC Johnson started its company in 1886 as a parquet flooring. It is now one of the

world’s leading manufacturer of household products. Its leading brand are Pledge, OFF, Kiwi,

Mr. Muscle, Glade, and Baygon.

PRODUCT

8|Page
 SC Johnson manufactures household products for cleaning, air fresheners, pest

controls, storage for foods, and Shoe Cares. Their well- known product is Baygon which is a

pest control product. Baygon consist of different product forms like aerosol cans, coil, mat,

liquid, sprays, bait, chalk, and paper.

PRICE

Baygon Protector Multi- Baygon Multi- Baygon Multi-

Insect Killer 300ml Insect Killer Insect Killer
Odorless 300ml Aerosol 300ml
P176.00
P182.00 P171.00

Baygon Protector Baygon Baygon Anti-

Crawling Insect Killer Cockroach Killer Dengue
500ml Aerosol 300ml Mosquito Killer

P282.75 P182.90z
P260.50

PLACE

9|Page
 Baygon is a leading brand and has a large market share in the industry. It can be found

and sold at every store such as SM supermarkets, Metro Supermarkets, Puregold, Unimart,

Ever Supermarket, Ace Hardware and other supermarkets nationwide.

PROMOTION

SC Johnson advertise Baygon through, TV Commercials, Newspapers, and Bus

advertisements. They also do promotions like bundle promotions, and in house marketing like

placing the product at the center of the isle, positioning their product at eye level.

2.) Advanced

Advanced Mosquito Killer Aerosol, a product of Neumann & Mueller was appointed in 2003 as

the exclusive distributor and marketing intermediary of Bayer Environmental Science in the

Philippines to handle the distribution of insecticides in consumer retail accounts nationwide.

Their products include Advanced Mosquito Killer Aerosol , Advanced Insect Killer Water Based

Aerosol, Banzai Pet Catch Sheet, Bayopet, Bayer Racumin and Bayer Blattatex.

PRODUCT

10 | P a g e
 Neumann & Mueller manufactures household products for pet care , pest controls,

cockroach killer and rat control . Their well- known product is Advanced Mosquito Killer which is

a pest control product. Advanced Mosquito Killer consist of product forms like spray and chalk.

PRICE

Advanced Mosquito Killer Advanced Mosquito Killer Advanced Multi-Insect Killer

500ml 300ml 300ml

P260.00 P185.75 P175.00

Source: Robinsons Supermarket Las Pinas

PLACE

Advanced Aerosol cans and Advanced chalk can be found and sold at SM

supermarkets, Robinsons supermarkets, convenience stores and other establishments.

PROMOTION

Neuman & Mueller advertise Advanced Insect Killer through TV Commercials, billboards,

and currently in social media which can be seen a lot in YouTube.

CHAPTER 2: SWOT ANALYSIS

11 | P a g e
 Strengths
 Affordability
 Eye catching packaging
 Product formulation
 Locally made in the
Philippines
 Convenient and effective
Opportunities
 Expansion of market
 Rising mosquito borne diseases
 Increasing number of
supermarkets, malls and retail
stores
 Increasing number of social
network and internet users
 Increasing number of tropical
insects in the country
Weaknesses
 New in the market
 Lack of brand exposure
 Less variety to offer
 Product availability
 Health conditions of
employees
Threats
 Leading brand is more well known
 Consumer’s lack of knowledge about
insecticides
 Other product alternatives
 Competitors offering the same
product
 Increasing consumer power
12 | P a g e
Strengths

1. Affordability

Compared to the leading and well known insecticide brands in the market like

Baygon, Advance, Kwik, Combat, Strike, etc. Temox is ten to fifteen percent (10-15%)

more affordable than the leading brands. Though it is less expensive, it offers the same

effectiveness as the leading brands provide. People will prefer to buy Temox since they

can save more for it is more affordable yet can still offer the same quality effectiveness.

2. Eye Catching Packaging

Temox offers better packaging design than the leading brands. Compared to the

packaging of the competing brands, Temox’s is simple yet eye-catching because of its

bright packaging color and a big arrow drawn downwards in the center. Consumers will

most likely first notice and take interest of Temox among the other brands from a far for

it stands out because of its bright packaging.

3. Product Formulation

Temox has the same effective formulation as the leading brand. It has a

fast knockdown effect that kills mosquitos, cockroaches and other insects. Its formulation

is also environment friendly with biodegradable ingredients compared to the leading

brands. Consumers will prefer to buy Temox because it has the same effective

formulation as the leading brands and it has safer ingredients.

13 | P a g e
 4. Locally made in the Philippines

Temox is manufactured in the Philippines. Having been locally produced, Monsi was

able to cut down cost in many ways like shipping cost and packaging cost. Whenever

there are problems in the product it is easier to contact the company.

5. Convenient and effective

It is convenient and effective because it is ready to use in just one spray and it doesn’t

need to exert much effort unlike other product that needs a lot of energy to use the

product.

Weaknesses

1. New in the market

Temox recently started for about 3 years ago. Since it is new in the market, it is having

difficulties on how to be more well known. The other brands are far more longer in this industry,

that’s why Temox is still trying their best to keep up with them.

2. Lack of brand exposure

Being able to do tri-media advertising as a company already has a big impact. An effect of

this is that your product is going to be more well known to the market, and being well known to

your market can lead to your customers to buy more of your product. Not being able to do tri-

media for Temox is a disadvantage for it can boost your sales, gain more customers and be

more well known to the market.

14 | P a g e
 3. Less variety to offer

Temox does not offer a wide range of products. Compared to the leading brand, they offer

less variety of products to choose from. Because of this, people tend to move their attention to

the leading brand because they consume a larger space on the grocery shelves.

4. Product availability

Not all of their products can be found in some supermarkets. They are not yet available

outside Metro Manila where it is more needed because their environment are more

susceptible as a mosquito breeding area.

5. Health conditions of employees

Because the workers are exposed in various chemicals in making the product, they are

in risk of being in poor health conditions that might affect their ability to function well.

Opportunities

1. Expansion of the market

Temox is only sold in Metro Manila, and being able to sell to the provinces is a big

opportunity for Temox since insect killers are more needed there and citizens from the

provinces tend to have smaller budgets. Temox is the right product for them since it is

affordable and as effective as the leading brand.

2. Rising cases of mosquito borne diseases

15 | P a g e
 Consumers in the Philippines usually use insecticides throughout the year due to the fact

that Philippines is a tropical country. Dengue outbreaks and the recent case of Zika virus in

Visayas had an effect to consumers to take an intense amount of precaution to eliminate any

threat coming from mosquitoes as well as other insects.

3. Increasing number of supermarkets, malls and other retail stores.

Supermarkets, malls and other stores are increasing and being built in cities and provinces.

This can be an opportunity for Temox to distribute their products so that more people can be

aware of it.

4. Increasing number of social network and internet users

Temox can use this opportunity to reach out to their target market through use of internet

and social medias like Facebook, Twitter, and Instagram. Temox can make use of this to

further advertise their products online so people can know more about them and what

products they could offer.

5. Increasing number of tropical insects in the country

The Philippines is a tropical country, therefore it is bound to have lots of insects and

other pests. Consumers will always need insecticides in their household if they want to prevent

diseases like malaria, dengue, filariasis, and the newly alarming zika virus that can be obtained

from mosquito.

Threats

16 | P a g e
 1. The leading brand is better known

The leading brand today here in the Philippines is Baygon Insecticides from the company

SC Johnson & Son Inc. It has been the leading brand ever since it started here in the

Philippines. Consumers would buy and strongly trust the leading brand instead of other brands

in the market.

2. Consumers lack knowledge about insecticides

Consumers usually don’t care about the chemical mixtures of the insecticides. Chemical

mixes for insecticides may be hazardous to the heath of consumers. For insecticides to work the

insect should be able to touch the chemical for it to die. Consumers tend to think that the

product is ineffective.

3. Other product alternatives

Citronella products are repellants for mosquitoes. It is also similar to insecticides but

safer because it is organic, although it’s not used to kill insects. Citronella is not toxic to

humans and animals. It is usually used for children to reduce the chance of being infected

by dengue.

4. Competitors offering the same product

17 | P a g e
 Competitors in the same industry offer common products to the market. For example,

Monsi has the Temox Multi-Insect Killer while SC Johnson & Son has Baygon Multi-Insect

Killer. Consumers will choose the brand that is most familiar to them if common products are

produced.

5. Increasing consumer power

Technology has never been so powerful. It has given consumers the power to

make and break the reputation of the companies. More and more people have access to

the internet especially social networking sites that contain product reviews or opinions of

the customer regarding a product that can affect how other potential customers think of

the company and its products.

CHAPTER 3: GOALS AND OBJECTIVES

18 | P a g e
 Statement of goals of the firm for the product/ brand

The goal of Temox Multi-Insect killer is to produce affordable and effective

insecticides, increase brand awareness by producing a tri-media ad and to become the leading

insecticide brand in the Philippines and worldwide.

Short term objectives (for the next fiscal year)

 Increase brand awareness by 20%

 Increase annual sales by 15%

Medium term objectives (for the next 2-3 years)

 Increase brand awareness by 40%

 Increase annual sales by 30%

Long term objectives (for the next 4-5 years)

 Increase brand awareness by 70%

 Increase annual sales by 60%

19 | P a g e
CHAPTER 4: MARKETING MIX STRATEGIES AND PROGRAMS

I. Target Market

The demographic characteristic of the target market is households with ages of 21-50.

Psychographic characteristics of the said market are working and non-working households who

don’t want to exert much effort in killing household insects.

II. Product Development/ Innovation Program

Unique Selling Proposition

For middle class households who are sensitive to bad odor, Temox Multi-Insect Killer

(Unscented) is not only new but is the most affordable product that is unscented and specially

formulated oil-based liquid spray that effectively controls and kills mosquitos and cockroaches in

your home and provides protection from disease-causing flying and crawling insects.

Quality

Temox Multi Insect Killer (Unscented) is formulated with Impirothrin and cypermethrin

that effectively kills flying and crawling insects while keeping the environment safe and your

loved ones too.

Packaging

The group changed the packaging of the product. The original packaging of the water-

based Temox Multi-Insect Killer is color yellow but we changed it to color blue because the color

of water is blue for people to be able to recognize the label easily and we changed the

packaging of kerosene into color yellow. The packaging of our new product is color white and at

the back we put the ingredients of the product

20 | P a g e
 ACTIVE INGREDIENTS:
IMPIROTHRIN……………………….0.10%
CYPERMETHRIN…………………….0.10%
OTHER INGREDIENTS:……………99.80%

III. Pricing Program

The price of Temox Multi-Insect Killer is very affordable. What made the cost lower is

that Monsi Chemical Manufacturing Industries manufactures the product themselves unlike

other products who have a different manufacturer. This is what Monsi wants because they want

all consumers to be able to buy the product, even with a small budget.

IV. Sales and Distribution Program

•Monsi Chemical Manufacturing Industries

Manufacturer

•Wilcon Depot
•Wilcon Home Essentials
•7-Eleven
•Ever Supermarket
Retailers •Puregold Jr.
•MC Home Depot
•South Supermarket
•Isetann Supermarket

Consumer

Monsi Chemical Manufacturing Industries is the one who produces and distributes

Temox in Metro Manila. Some of Temox’s retailers are Wilcon Depot, Wilcon Home Essentials,

7-Eleven stores, Ever Supermarket, Puregold Jr., MC Home Depot South Supermarket and

21 | P a g e
Isetann Supermarket. The consumers of Temox is mostly households that cares for their family

and will not allow any family members to get sick because of mosquito-borne diseases.

V. Marketing Communication Program

22 | P a g e
 In scene 1, the family can be seen that they are enjoying their quality time together

watching a movie.

In scene 2, a mosquito can be seen planning to disturb the family. The following scenes

shows the mosquito flying near the taller sibling.

Scene 6 shows the other sibling hitting the taller sibling on the face. The taller one asked

the reason why the shorter one hit her, and the latter reasoned the mosquito.

23 | P a g e
 In scene 9, the taller sibling was very angry and the two started to fight.

Then with an animation, their mother appeared hodling the new Un-Scented Temox

Multi-Insect Killer.

Temox can be seen spraying by the mother and the mosquito instantly died. And the

family continued to spend their time together.

CHAPTER 5: EVALUATION OF RESULTS

The group plans to execute different plans of advertising and selling propositions. Within

the span of 5 years, the group plans to promote Temox in various ways. One of those is placing

their mascot in their retail markets like Puregold Jr. wherein if someone takes a creative picture

with the mascot, they can participate in contest that can award them with a prize of Temox

products. Temox can engage more in charity events like fun runs and feeding programs for

barangays in provinces. Continue advertisements for bus ads, mass display, and billboard

advertisements. Temox can also promote their product with Scratch card promotions and win a

brand new motorcycle.

After 5 years the group plans to execute Temox in tri-media advertisements like TV

commercials, Radio commercials, Sponsor in events and gaming shows like Minute to win it,

Eatbulaga, and Wowowin. Temox can also distribute their product nationwide and

internationally. Temox can continue product development to consumers that can benefit their

products. Temox can able to give raffle promos that can award them with automobiles and

studio type condominiums.

24 | P a g e
REFERENCE:

The Chemical Industry. (2013, July 21). Retrieved October 9, 2016, from
http://www.essentialchemicalindustry.org/the-chemical-industry/the-chemical-industry.html

http://npic.orst.edu/ingred/ptype/insecticide.html

http://science.jrank.org/pages/3599/Insecticides-Benefits-insecticide-use.html

http://conversionxl.com/9-things-to-know-about-influencing-purchasing-decisions/

http://2012books.lardbucket.org/books/marketing-principles-v1.0/s06-consumer-behavior-how-
people-m.html

http://www.networx.com/article/non-toxic-insecticide-alternatives

http://www.autodealermonthly.com/channel/dps-office/article/story/2008/02/the-three-factors-
that-affect-consumers-purchase-decisions.aspx

http://2012books.lardbucket.org/books/marketing-principles-v1.0/s06-consumer-behavior-how-
people-m.html

http://www.facebook.com/temox.ph

https://www.alliedmarketresearch.com/mosquito-repellent-market

25 | P a g e