praveen

Mission Statement -

PASSION,
- “pleasure redefined”


Our aim is to achieve excellent standards in health yet still maintaining our commitment to the society by ensuring that our product is attainable by the common mass. This is achieved by our highly competitive prices for the best quality condoms, which ensure pleasure yet not compromising on health as a factor.

We plan to achieve this mission by carrying out a few steps, which are as follows,

• Commitment to constant improvement in health standards through our Research and Development department.
• Continuous efforts to bring down prices through effective manufacturing and distribution procedures.
• To promote safe sex and to ensure adequate awareness programs’ as our bit back to the society.



Executive Summary

Okamoto condoms’ was established in the year 1934. Okamoto's state-of-the art manufacturing and testing processes enable it to make a thinner, stronger, condom for a comfortable natural experience. ‘BEYOND SEVEN’ Condoms and ‘Crown®’ Condoms are "The closest thing to nothing at all"
Okamoto’s number one distributor is Corlison, which is well positioned as a principal and leading distributor of up market, niche personal care products to desired segments across Asia. The products that Okamoto distributes through are market leaders and well known, which occupy the top positions and respectable consumer bases in the countries where they are marketed. Brands/products carried by Corlison include Pearlie White oral care products, Wisdom oral care products, Ranir toothbrushes/flosses, Vagisil feminine care products, Predictor home pregnancy test kit, Just for Men hair coloring, Emoform toothpaste, Sheffield toothpastes, Wisdom oral care products and Scott’s diabetic jams.
Corlison has achieved 100% retail distribution for products it markets through an extensive network of Chain Department Stores, Convenience Stores, Petrol Service Stations, Hospital Retail Pharmacies, Independent Pharmacies and Supermarkets. It is also recognized as a leading company is providing products and services to the dental profession.
In Singapore, Okamoto’s condoms have been made available to the general market in all super markets such as Carrefour, Cold Storage, Giant, Guardian Pharmacy, Mustafa, NHG Pharmacy, NTUC Fairprice, Shop N Save, SingHealth
Pharmacy, Unity NTUC Healthcare Pharmacy, Watsons and other leading stores.

Another initiative by Okamoto was to make their condoms available through telephonic ordering in Japan and the same measure is planned to be initiated in Singapore. As of now Okamotos condoms are available 24 hours in stores around Singapore such as 7-Eleven and Cheers convenience stores; Caltex, Fairprice Express and SPC service stations.

Okamoto has constantly endeavored to produce and supply the best quality condoms to its users that promote safe sex and greater pleasure on parallel lines. It has laid much emphasis on constant innovation and has been quite successful in achieving its objectives in that sense.

In Singapore, the company Okamoto enjoys the privilege of being third in terms of market share, the company’s ahead of them being only Durex followed by Espire, who are the market leaders.

This marketing plan caters to the company’s policy of continuous betterment with the innovative product, ‘PASSION’ which caters to a completely neglected segment been the woman segment. This product sets up the momentum for Okamotos growth into the future and its ambitions of becoming the market leader.









INTRODUCTION

Background of the report –

The main purpose of this report is to deal with a new innovative product that we plan to launch through Okamoto condoms, this being the woman’s condom ‘PASSION’. The marketing plan that has been prepared for this cause has the market analysis followed by the various strategies and tactics and has been strengthened by the inclusion of a control and financial plan for the next two years. The report outlines the various factors that need to be considered in bringing out such a product and the various advantages that it carries for the society. We are interested in creating awareness about the product ‘PASSION’ and create enough interest in the mind of our target sector to facilitate purchase of the product, which is still in the infancy stage the world over.

Limitations of the plan –

The limitation in preparing this plan has mainly been the non-availability of proper data. We have taken into account the various health related information that we could and have analyzed them to get required data in presentable form. Another limitation of this plan is the taboo that still exists in the Asian market about women condoms and its advantages. It is this taboo that we wish to eradicate through such an innovation.

Sources of data and methods adopted –

Most data that has been presented in this plan have been lifted from credible sources over the internet. Additional data has been attained by various other methods such as the national library located at Bukit Merah and Boogis Junction. Another source of information for us has been through a few doctors and specialists in the field of gynecology who prefer to be unnamed. Using this information, we have analyzed and have made a few data known through this plan, which pertain to the analysis.

The report organization –

The report outline sticks to the outline specified in the course. It consists of the introduction, which is followed by the analysis and then the various objectives. These objectives have been achieved by substantiating on the strategies used, which is followed by the tactics used, finally the action plan, and the control planning. In the end, references have been mentioned to validate the teams’ findings.

SITUATIONAL ANALYSIS

Singapore market analysis --

Singapore has transformed into a cosmopolitan market off late, which only boosts the sale of various products from different brands, however the condom market has noticed only a marginal change. Sex and its accessories have still been perceived as a taboo and this needs to be attended to as soon as possible. The government has come up with initiatives such as sale of condoms in supermarkets and malls to ensure easy availability of this product. This has boosted competition in the market among various brands of condoms and this competition has led to the near saturation of the men’s condom market with a very small gate open for new players.

However, the concept of female condoms is yet to catch up with the imagination of the people of Singapore as the only available source of the product are the online shopping sites. This position of the market is highly beneficial and makes Singapore a lucrative country for the introduction of ‘PASSION’. The total population of Singapore in the year 2006 was nearly 5,105,000 of which the fairer sex constituted 52% that is nearly 2,654,600. This kind a staggering number proves that there is a substantial market in Singapore for women’s products, which needs to be tapped. Singapore is developing fast and is considered around the world as one of the faster growing countries. The culture of Singapore is changing fast and people are pursuing a cosmopolitan culture that leads to a change in the way people perceive women condoms.

We can see in the table illustrated below that the usage of condom is ever increasing in Singapore hence opening up the market for such an innovation to come in. The table below just illustrates the usage of various contraceptive methods used by married women. If a survey of how many unmarried people use the condom as a contraceptive method, the number will easily increase double fold.

Considering the fact that PASSION not only acts as a contraceptive measure but also as an effective way to prevent STD’s the market for this product promises to be an encouraging prospect.


Distributor Analysis –

Okamoto’s present distributor is Corlison. Corlison has ensured that Okamotos condoms are available through the supermarkets and local stores such as seven elevens. This marketing plan will handle the distribution of female condoms to the public through similar means such as super markets and so. In inclusion to this distribution, we have also included a few innovative ways to distribute the female condoms, which have been strategically explained in the sections that follow in this report.




Competitor Analysis –

In Singapore’s present market scene, there is no competitor with respect to female condoms even though the same can be obtained over the internet. However considering the fact that a condom is a personal product which people would not be comfortable ordering off the internet it is safe to assume that the market share held by these dealers over the internet is pretty small and negligible.

Another major factor to be considered is the competition of men’s condoms to the female condom industry. This is very important because in Asia as a whole, condom purchasing is still considered a man’s job and women hesitate to shop for condoms and pick them off the shelf. This perception needs to be attended to at the earliest with an awareness program about the emerging new role of the modern day woman in sex. The program should outline the various advantages that the female condom brings with it and should address to the problem of shyness in women regarding condoms and the choices that they have. We plan to emphasize on the point that in the modern day world wherein the woman is given equal say in all other aspects, sex should also be given utmost priority as it forms a very crucial part of her life.

The second kind of indirect competitor would be the contraceptives that are used such as IUD’s and pills which prevent unwanted pregnancy. Hence, we need to position the female condom as not only a product to prevent pregnancy but also as a tool that protects the women from STD’s such as AIDS. This added advantage of the condom not only tilts the balance in our favor but also forms our focus point in this plan.


SWOT Analysis –

Strengths of Okamoto –

• It has a strong presence in Japan and Korea. It is number one in both countries.
• It stands third in terms of market share in Singapore and is known for its quality and innovations.
• Okamoto is known for its wide range of men’s condoms.
• Price quoted by Okamoto for its products are very competitive.
• It uses a material known as Sheerlon, which enables it to bring out the strongest and thinnest condoms hence stressing on safety and at the same time pleasure.
• Okamotos female condoms will be the first in the market hence assuring us of the first mover advantage in the market.
• Okamoto can use its excellent Research and Development team to analyze and understand the market as the demand grows.
• Okamoto has undertaken sponsorships of various goodwill activities, which keeps it in good nick with the community.
• High customer loyalty and retention among repeat and high dollar customers who prefer quality and assurance about safety.

Weaknesses of Okamoto –

• There are many factors such as ethical and social factors that play a role with a female condom.
• Generally , it is male dominated when it comes to the choice of condoms
• Limited opportunities for promotion.
• It is a completely new segment that this product aims at and Okamoto has no previous market experience.
• The product ‘PASSION’ is a very sensitive product that may be perceived in different ways across the society.

Opportunities –

• No competitors at present, hence the first movers’ advantage is always there to cement a place in the consumers mind.
• Continued opportunities to create awareness among the people where half of the people in the target market still do not know about the female condom.
• Chance of a merger with the ministry of health hence becoming a very strong player in the condom market.
• This innovation in the market with the proper availability might even change the way women approach sex mentally.
• Increasing number of people are getting educated on STD’s and prevention techniques. Hence, this product can be the perfect barrier for STD’s.
• A change in the way young women approach sex. Hence, increase in pre marital sex. This boosts growth for our product.

Threats –

• Stiff competition is expected from other major players such as Durex and Espire who would aspire to have the same product in their product line.
• Men may see the female condom as a threat to their part of sex and this wrong notion needs to be addressed at the earliest.
• Myths about the female condom being more difficult to use and more prone to diseases may hamper sales.
• The comparatively higher pricing of the female condom as compared to the men’s condom may tilt the balance towards the male condom.
• Women being more careful may take time too get set to the product that is new to most of them.
• Availability and lack of propaganda through mass media may still leave the unawareness level quite high.

Perceptual Positioning Map –
[IMG]file:///C:/DOCUME%7E1/Owner/LOCALS%7E1/Temp/msohtmlclip1/01/clip_image001.gif[/IMG]

[IMG]file:///C:/DOCUME%7E1/Owner/LOCALS%7E1/Temp/msohtmlclip1/01/clip_image002.gif[/IMG][IMG]file:///C:/DOCUME%7E1/Owner/LOCALS%7E1/Temp/msohtmlclip1/01/clip_image003.gif[/IMG] High price We are here
At present PASSION
[IMG]file:///C:/DOCUME%7E1/Owner/LOCALS%7E1/Temp/msohtmlclip1/01/clip_image004.gif[/IMG][IMG]file:///C:/DOCUME%7E1/Owner/LOCALS%7E1/Temp/msohtmlclip1/01/clip_image005.gif[/IMG] Durex
[IMG]file:///C:/DOCUME%7E1/Owner/LOCALS%7E1/Temp/msohtmlclip1/01/clip_image006.gif[/IMG][IMG]file:///C:/DOCUME%7E1/Owner/LOCALS%7E1/Temp/msohtmlclip1/01/clip_image007.gif[/IMG]

[IMG]file:///C:/DOCUME%7E1/Owner/LOCALS%7E1/Temp/msohtmlclip1/01/clip_image008.gif[/IMG][IMG]file:///C:/DOCUME%7E1/Owner/LOCALS%7E1/Temp/msohtmlclip1/01/clip_image009.gif[/IMG]Espire

‘PASSION’
In 2 years time

Low quality High quality






Low price

This positioning map does not take into account the various other international competitors like Fevidom and Female Condom (The company). It concerns itself strictly to the Singapore market alone and takes into account the perceived
positions that Durex and Espire might take up. We would like to place our self as a market leader in terms of this industry that is female condom industry. This positioning map gives us the desired position that we would like to see our self in now and the position we want to occupy in the next two years also if incase there is intensive competition from Durex and Espire. .

Target market analysis –

Okamotos only target market in Singapore as of now are the men who are sexually active possibly between the age of 18 to the age of 60. This includes the unmarried men who indulge in pre marital sex and the homosexuals.
Our product ‘PASSION’ is an innovative product that will be targeted at a market, whose characteristics are mentioned below,

• Young, working, professional women in their twenties.
• Women in DINC’s (double income families) who aim to enjoy sex without the pressure of unintended pregnancy.
• Middle aged women from the age of thirty to the age of 45 who stop using condoms with their partners after marriage.
• Sex workers concentrated in the area Geylang who are at a greater risk of contracting STD’s.

This segment is a very wide one, which covers most of the women who are sexually active before and after marriage. The market that has been selected has a great potential and buying power with almost 1,120,000 women in Singapore falling under this category.

This emphasizes our mission to ensure a peace of mind and safe and enjoyable sex to the common mass. Our emphasis is upon safety as a priority but at the same time not sacrificing the enjoyment of sex, which is a very personal and dear activity in many people’s lives. We aim to be perceived as the number one brand for female condoms and would like to position our product as the ultimate innovation for safe sex.


Objectives –




The condom has till recently been considered as a man’s product and usage by a woman was considered to be impossible till physicists took it upon themselves to come up with a condom meant for a woman’s usage in the year 1988. This concept of a woman’s condom forms the base of our marketing plan, as the awareness levels still are low. Our innovation lies in the field of FEMALE CONDOMS.

The objectives that lie underneath such an innovation are many of which the ones that we decided were appropriate are –

·Awareness among people –
Till date awareness about a female condom has been minimal among the people of Singapore hence giving rise to wrong notions such as “it’s too expensive”, “ its too complex to use”, “too time consuming” etc. This marketing plan will dispel such wrong notions and create awareness among most people about condoms meant for women and their easy availability and usage.

·Obtaining an improved market share –
With this new innovative product, we are positive that the market share of Okamoto can be considerably increased from where it stands right now. We are happy if the growth curve of Okamoto improves comparatively from that of the previous years.

·Brand image improvement –
We as the marketing team for Okamoto are confident that with the release of this product and with the proper promotions held, the brand image of Okamoto is in for a steep hike in the market. We are sure
that if not transforming into the market leader at the least Okamoto will gain mileage in its brand image.

·Greater market penetration –
With the introduction of a new product in the field of woman condoms, we are positive that the segmentation and targeting audience of Okamoto can be increased by a huge margin as Okamoto now tends only to the male customers.

·Greater product availability –
If “Passion” is made available easily, as in supermarkets and 7-11’s then the market for the product will be huge.

·Financial objectives –
If the new condoms are placed on the racks at an attractive price as compared to the competitive brands, we will definitely gain a financial edge in the longer run.

·Health positioning –
We want Okamoto to be positioned as a company that cares for the health of its customers. We need to educate our customers with the various information that the modern day woman needs to know about sex and the ways to prevent health complications due to STD’s.










Product life cycle – This product life cycle is relevant only to our product that is the female condom and is not for Okamoto the parent company. Okamoto as the parent company is already at the saturation stage and is actively competing with the market leaders Espire and Durex.
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Analysis of the product life cycle

In the product life cycle shown above, our product ‘PASSION’ is at the introduction stage. This is because it is an innovation and the market for this product is still conceptual. We as the marketing team of Okamoto expect that the product life cycle of PASSION condoms will go into the growth phase of the product life cycle in the next 6 months and will probably saturate with the entry of new players and competitors in the next 3-4 years. However, with the level of innovation that goes on with Okamoto, it is no surprise if the saturation stage goes on for a longer period than expected. The decline stage of the product life cycle should not be reached and it should be made sure that the saturation stage ending will lead to another growth phase with an improvement. This concept has been explained with the help of another product life cycle below.

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“A good marketing strategy for a start up company or for an innovation would be that strategy which ensures awareness and results in more than expected sales.”

Holding this in mind we have come up with a few strategies which deal with awareness and then with getting market share. The pricing strategy, promotions strategy, distribution strategies, product and packaging strategies and a few other strategies have been provided. The strategies look into market development as ‘PASSION’ is another inclusion into the already existing condom line of Okamoto.



Marketing mix –

Product strategy –

Our product is a new product or an innovation. We are planning to formally announce the arrival of the new product into Singapore through a huge party. We plan to bring in a new improved, thinner female condom by the end of the next 6 months to retain the competitive edge over our competitors. In addition to this, we will look into the new designs offered by the research and development department to continuously meet and exceed customer expectations.





Pricing strategy –

We expect the total costing of one unit of the female condom ‘PASSION’ to us will be S$ 1.10. We plan to sell the product at a low price of S$ 2.5, which will attract new customers to us and will get the people who are purchasing the female condom off the internet. We are confident of the same because on the internet, which is the only source of a female condom as of now, one female condom is sold at close to S$ 3. Any customer who can get the product off the shelf at convenient locations at a lower price would definitely not approach the internet to buy the same product at a premium.


Awareness strategies –

The manufacturing cost of one female condom will come up to 60-70 cents depending upon the grade of material used. Inclusive to this cost is the cost of labor, the cost of premises and machinery, the cost of packaging and distribution and so on. The final cost price of one condom will lead up to an even figure of S$1.10. A compact disc when purchased in bulk will approximately cost 15 sing cents. The selling price of a PASSION female condom will be S$ 2.5.
We plan to give three awareness-spreading compact discs free of cost with each ‘PASSION’ condom purchased. This compact disc will contain the way of usage of the condom and its various benefits. When this is done, we are confident that two of the three compact discs will be given to family and friends by the target market hence spreading awareness about ‘PASSION’ and its advantages.




Promotional Strategies –
It should be noted that the condom being a very sensitive product has its barriers in reaching out to the common masses. The Singapore legal system bans any form of mass media advertisement such as newspapers, television, cinemas, radio, and billboards by condom companies. Even though this does not augur well to us, we have come up with a two novel ways to promote our product PASSION and the company’s brand name with it.

·Full sponsorship of a Hip-Hop festival – We shall go ahead and organize a 2-day hip-hop music festival that will include local bands and about four international bands. As this is a program which most of the teenagers from the age of 18 and young adults of the age group 20-30 will attend, we feel this is an effective place to propagate our product through other novel means.
Since we are not allowed by the legal system of Singapore, to advertise on billboards, we shall distribute 500 free T-shirts with our brand name on them. Contests and random quizzes will be held in this period and the winners shall be awarded with a complimentary dinner pass for two.

·Tie up with the Ministry of Health, Singapore – We shall tie up with the Ministry of Health in Singapore so as to sell our condoms at very subsidized rates in all their awareness programs and events. Any event organized by the ministry of health that focuses on a woman’s health will be sponsored partially by us and again during the event, seminars will be given by our spokesperson so as to reach out to the women gathered there.




·Clubs, Discos and Pubs – we shall put up electronic display boards with PASSION’s pictures and free brochures about its usage and benefits in all clubs and discotheques and pubs. Since these are places, which youngsters in their twenties usually visit, we are sure that the message would get through to the young community about our brand and product.

ADVERTISEMENT STRATEGIES

·Magazines (of the shelf) – we would like to advertise in pay and buy magazines which are targeted at women like Debonair, Cosmopolitan, Mermaid and so on. This magazine advertisement will carry a full page advertisement of our condom with an attractive slogan. This will inspire people to actually go ahead and try the product. The advertisement page that we plan to publish has been designed and has been placed at the end of this marketing plan.
·Sandwich Men -- we would like to position a few position men in the order of 5-6 in number at strategic locations where we would expect to target posh and outgoing women who would be our initiators and buyers of this product. These sandwich men will distribute pamphlets and will give out a few free samples of our female condom to winners of the spot quiz which will be held at these locations.







POSITIONING STRATEGY –
Okamoto already enjoys the liberty of been third in the list of market shareholders. We should consider this and must capitalize on the brand reputation that Okamoto enjoys. Our strategy is to position our product ‘PASSION’ as a product that will promote healthier lifestyles and will ensure a 100 % safety from unwanted pregnancies. At the end of two years, we want to be positioned as the market leader in woman’s condoms with a high level of innovation in our side to vouch for.

Distribution strategies –

Where we plan to sell our products is also an integral question in any marketing plan and becomes a core part of any condom companies planning. We have come up with two strategies that we thought would be effective ways to get our products into the customer’s hands.

• Acquiring an exclusive shelf in any major supermarket – we need to acquire a whole supermarket shelf for Okamotos women’s products and this shelf must be strategically placed at a placed at a place where women usually shop more such as near shelves with cosmetics and perfumes. It can also be placed near shelves that have women clothing arranged on them.

• Marketing and selling through exclusive stores – we need to look into stores which exclusively sell women products such as lingerie and high end cosmetics such as Lakme products to market PASSION and sell it at a slightly subsidized rate so as to encourage buying of the product at the woman’s own convenience. It should be made a point that a good woman representative from Okamoto is present in the facility so as to explain the usage and benefits on a one to one basis to the customers.

• Hair saloons and personal stylists – We also need to look into selling our product through the hair stylists and personal beauticians of women who have a large customer base. The employees of these exclusive saloons can promote our product at their convenience to their customers and we will go ahead and repay them with a substantial commission for every fixed number of condoms sold.

In the first 6-9 months after the launch of PASSION, we would go for the flanking attack strategy wherein we attack the gap left by our main competitors Durex and Espire in their product line. Our product ‘PASSION’ is an innovation that the competitors do not have and this is the basis on which we go for the flanking attack strategy in order to gain market share at the earliest.

We would go for the position defense strategy after the initial 9 months to retain and maintain our present market share. We use this tactic also to see that we do not have or show any loopholes to our competitors for them to sneak in on our market share.


Implementation of all these strategies would go on for a year and after that, it would be just controlling and monitoring the process.

Marketing Expense Budget


Web site
Magazine Advertisements
Advertising in pubs, discos etc
Awareness programs
Promotions (sponsorships included)

Total Sales and Marketing

Jan 1st – June 30th
July 1st -Dec 31st
Jan 1st – June 30th
July 1st -Dec 30th
6750
10,342
11350
20,560
26,000
1200
9,675
2765
14,750
18,455
1800
18,657
1200
3560
25,500
1350
16,756
1750
1750
16,000

75,002


46,845




50,717



37,606


Total expenditure = 2, 10,170 Singapore dollars

Considering that only half of our target market actually go ahead and buy our product, at least once, the total investment per head would come up to 3.75 Singapore dollars. The profit margin that Okamoto can get with every condom sold would be 50 cents with our pricing strategies. Considering that Okamoto manages to sell 56,000 condoms at the first shot through customer publicizing of the product, the total profit would be 28,000 Singapore dollars. If we can manage to get three repeated purchases from half of those who purchased on the first shot, then we would land up with a profit of 42,000 Singapore dollars making the total profit in barely two months after launch almost one and a half times the investment for the two years.

The above financial analysis is highly indefinite and cannot be accounted for professional consideration. However, it gives us the estimate of where we are headed and indicates at the potential that this product has in the future markets.

It can also be observed from the financial expenditure budget that the expenses are more in the first half of the year and reduce considerably in the second half of the year. This is because of New Years Eve and the spirit of party, which exists at the start of the New Year, and at this time, there will be an increased demand for condoms. Okamoto must capitalize on this situation and must ensure best promotions at this period and hence reap better profits.



We have to make sure that we do not exceed the financial budget limitations that we have set for ourselves. The financial check should be made every 3 months that is on a quarterly basis and the sales check should be done twice a year.


Advertisement in women magazines
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PASSION
-“pleasure redefined..!!!”

Exclusive Female Condoms at an attainable price, rush to your nearest store.



·http://www.jchdonline.org/SaferSex/femcondom.htm

·PATH: Woman’s condom

·Okamoto USA - About Us

·The Female Health Company -- Fc & FC2 Female Condom

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·The Female Condom

·www.youngwomenshealth.org/femalebarrier1.html

·www.fwhc.org/birth-control/femalecondom.html

·www.ripnroll.com/reality.html

·FHI - Female Condoms