Executive Summary

The current COVID-19 pandemic has shown the effective methods of protecting

ourselves from this disease by washing our hands regularly, using an alcohol based rub and

making sure belongings and surfaces touched are clean. (The World Health Organization,

2020). This marketing plan segments and targets consumers in marketing overview, provides

comprehensive marketing strategies and unique selling propositions as well as highlighting

marketing mix integrated with budget control, operation control and promotional efforts.

PhoneSoap was established in Utah, United States in 2012 to serve as a phone charger that

sanitizes phones while charging using a UV light. It consists of a UV box case emitting UV-C

light onto your phone that laboratory tests prove can kill 99.99% of bacteria such as E.Coli,

Salmonella, Staph, Flu, and the common cold within 5 minutes. After introducing this product on

a TV Show called Shark Tank, the co-host of the show invested in this product. Consequently,

PhoneSoap garnered an estimated revenue of RM 8290650.00 (Sprunt, 2020). The main

competitors of PhoneSoap include Skydrop, Rachio, Casetify and Lecone.

Based on SMART, the product introduced in this marketing plan has its specificity in terms

of functionality, affordability and portability that is a refurbished product of PhoneSoap’s previous

sanitizer predecessors (see Appendix A, Diagram 1.1, 1.2, 1.3 for PhoneCleanser prototype). By

monitoring the progress of the product sales, a measurable goal and estimation can be

accomplished. Taking timeliness into consideration, the product will be introduced into the market

in a month as it is easy to combine pieces of the products based on experience. With sufficient

resources and tactical advertising strategies our products will most probably be achievable to sell

them in the market and gain profit from it. Indeed this product is a realistic product to release in

the market during and after this crucial period as hygiene will be prioritized and demanded due to

COVID-19 pandemic thus making it beneficial and advantageous to all phone users.

Market Overview
 PhoneSoap strives to provide a product that can allow their customers to sanitize their

belongings on the go, hence the creation of our PhoneCleanser which promotes good sanitary

habits that can be done so with utmost convenience. This section would focus on the three main

target groups which are the working class, senior citizens and university students mainly

residing in urban areas.

The main highlight of the product is its portability, variety of functions and the

relatively cheaper price compared to its competitors. Not only is our product highly portable,

it is also easy and convenient to use whereby practicing good hygiene is no longer difficult.

Hence, it is also suitable for old age groups as they need to ensure their health and safety is the

utmost priority because they are most vulnerable to the virus that is still circulating. PhoneSoap

is certain that our product is easy to use so that seniors can sanitize their surroundings and

belongings without hesitation.

Furthermore, the geographic segmentation of PhoneSoap would be inclined towards

those who are living in urban areas. This is because people who live in the city usually have

office jobs, thus these jobs require individuals to meet new people and travel often. Therefore,

it is necessary for people who live in the city to ensure they sanitize their belongings often as

viruses and germs spread the fastest in urban areas where it is the most densely populated. On

top of that, it is in the city where the common income group would be categorized in M40 and

above in Malaysia.

Besides the city, academic institutions, specifically in Universities, have a high chance

of spreading the virus throughout the campus. Not only do University students have plenty of

freedom to go anywhere as they please and risk going to red-zoned areas, most students would

also be staying in campus dorms where there would be approximately 2 - 4 people in a single

room. This would cause the virus to spread easily, and potentially disseminate to other states

when the students travel back home. University students also aren’t as closely monitored as

primary and high schools where they adhere to strict rules implemented by the education

ministry to ensure the safety and well-being of young students.

 For these reasons, PhoneSoap will be able to target a concentrated market and attract

consumers they sought after quality products but at a lower price offered, RM360. Due to the

pandemic, individuals have a new perceived value for hygiene and seek the importance of it.

Contingent upon this, the outbreak has also created new attitudes towards hygiene based

products.

Segmenting

The main motive of PhoneSoap would be to increase loyalty of consumers in order to

compete with the current market of competitors. Despite having fewer resources, PhoneSoap

will still be able to hop on the bandwagon as it provides product variability and lengthens its

lifecycles by coming up with different functions. It is also taken into account that with social

media, international markets can also be targeted based on the cultural factors and secondary

beliefs of individuals regarding hygiene and pandemic.

By taking advantage of the situation, the current pandemic will be the best opportunity

for the online market. Due to limited company resources, concentrated marketing will be done

in the first three quarters which will then be ventured into a micro-marketing scheme with

different promotional efforts including one to one marketing which will be further elaborated

in the marketing strategy. As the current market for portable sanitisers is yet an oligopoly, it

would be profitable for PhoneSoap to penetrate the market and acquire bigger market share.

Future prospects would be to penetrate the international markets once maturity stage or growth

stage is achieved. This would mean segmenting the market based on the same economic,

cultural and geographic factors of foreign markets. Initially the price offered by

PhoneCleanser’s predecessors were not attractive to Malaysians as the company is mainly

based in the United States. However, with the new and improved functionalities, it would be

easier to target Malaysian markets as the product is affordable yet reliable. A SWOT analysis

is included below to illustrate the direction of the company for an integrated marketing mix.
Targeting and Segmentation

Life stage

Segmenting University students Working class Senior Citizens

Variables

Demographic ● 17 years old - ● Above 25 ● 55 years old

Segmentation 25 years old years old to and above
● No income 55 years old ● Retired
● Living on ● Above the ● Disposable
allowance M40 class funds

Geographic ● Institutions ● Living in ● Living in the

Segmentation around the urban areas urbans areas
country ● Adults on the with high
● Entertainmen go that pollution
t requires ● Vulnerable to
establishment convenience dust, dirt and
s and germs
portability

Behavioural ● Medium ● High ● Medium

Segmentation ● Hygiene ● Hygiene ● Health
(benefit sought, conscious conscious conscious
user status, user ● Pursues ● Always on ● Uses a lot of
rate) fashion the go devices or
trends and ● Requires items such as
current buzz convenience keys, cards or
● Follows ● Complex mobile
opinion buying phones
leader` behaviour ● Habitual
● Variety buying
seeking behaviour
behaviour

Psychographic ● Attentive ● Financially ● Adaptable to

Segmentation towards later stable change and
pandemic ● Stylish and open to it
● Understands fashionable ● Careful and
the meticulous
importance of
hygiene

SWOT Analysis
 Strengths Weakness

● Relatively affordable compared to ● Smaller company compared to

competitors powerhouses
● Variety of colours that would attract ● Scarcer resources due to the size of
different customers the company
● More functions such as wireless ● Not well-known which would require
charging, phone stand, glowing cases massive promotions
compared to competitors ● Competitors can provide more UV
● Lightweight to increase portability lights that can increase sanitising
speed

Opportunities Threats

● COVID-19 pandemic will create a ● Once pandemic is over PhoneSoap

new perceived value for hygiene will see a decrease in sales in the 4th
● Current pandemic will increase quarter
online platforms exposure ● Competitors’ market shares are
● Market share would be bigger due to bigger as they are more popular in
oligopoly market for sanitising cases this area
● Variety of functions would allow
consumers to believe in its
sustainability during post-pandemic
periods

Competition

One of our competitors is Casetify, the function of their UV phone sanitising case could

destroy 99.9% of germs in 3 minutes (Casetify, n.d.). This is a highlighted point during this

pandemic, also for those who are rushing all the time. Next, it also can act as a wireless charger

that is portable for individuals on the go.

Based on the marketing strategy, Casetify mainly promotes their products online and

collaborates with influencers to boost sales. They do not have a core company or resellers to

market their products where they usually use segmented marketing.

Their product design is more stylish and fashionable though it only comes with one

colour. Therefore, their consumers would mainly be from the upper class and individuals who

follow opinion leaders that would influence their buying decisions. In this case, their target

market will be smaller and also more concentrated due to their expensive price of 120USD.

The second competitor is Lecone’s UV Cell Phone Sanitizer and Wireless Charger

Multi- Function, who is an expert in the sanitising field. Their product is able to kill 99.9% of
germs and comes with an oil diffuser to contribute to its multi-functionality (Lecone, n.d.). It

is an aromatherapy for the phones as well as the small items in order to make the specific item

smell good.

Lecone marketing strategy is occasional promotions. For example, on Black Friday

their price will decrease, which meets the expectation of the customer. Moreover, Lecone is

partnered with Amazon which provides a wider platform for more exposure. The price,

compared to Casetify is more user friendly which is at 66.99 USD, a median priced product. It

mainly targets consumers who are willing to pay a moderate price for a deficit quality compared

to Casetify.

Positioning Statement

PhoneSoap offers stylish, practical, and portable UV Sanitizer Cases to cater to your

need for hygiene and convenience. PhoneSoap aims to take disinfection to the next level by

offering products of exceptional quality at affordable prices.

Unique Selling Proposition

A unique selling proposition (USP) is vital for a company to embed the company’s

brand in the minds of their consumers. One of the USPs that our product exhibits include a

glow in the dark silicone case upon every purchase of the PhoneCleanser. This silicone case

offers protection similar to phone cases for mobile phones. Furthermore, it is available in a

variety of colours: blue, pink, gold, and silver. Approaching the fourth quarter of

PhoneCleanser’s launch, three more colours, black, lilac, and sage will be introduced to boost

sales and maintain the appeal in the competitive market.

Besides that, a phone-stand is incorporated to increase the functionality of the

PhoneCleanser. For instance, consumers can lean their phones against the phone-stand when

watching videos. Furthermore, target markets which are the working class who are always on
the go can utilise the phone stand for mobile navigation or when ground based, support for the

phone. The phone stand would also allow consumers to use their phones at a healthy angle that

does not cause spinal problems. This proves that the PhoneCleanser serves multi functions

besides sanitizing.

Moreover, a built-in external ultraviolet (UV) light eliminates the need for using tissues or

wet wipes when cleaning surfaces. Consumers would only have to switch on the UV function

and aim it at the desired surface. This option is fairly sustainable and more convenient. In an

interview with City to Sea, an environmental non-profit-organization, Wharton (2019) reports

that wet wipes contribute to the clogging of the sewage system and endangers marine life.

Besides that, discarded wet wipes usually wind up in landfills, emitting toxic chemicals

(Hamilton, 2019; Wharton, 2019).

Our product stands out from our competitors because there has yet to be a product that

offers UV sanitizing with the qualities PhoneCleanser possesses - a glow in the dark silicone

case, a phone stand and an external UV light - making the PhoneCleanser distinctive and

unique. Our company has also come up with a specific logo and tagline for our PhoneCleanser

which has been designed to leave a lingering impression on consumers (see Appendix B,

Diagram 2.1 for product logo and tagline).

Product

As the COVID-19 pandemic has been made known to society, sanitizer is vital and

essential in daily life to protect people against viruses or pathogens which may cause

repercussions.

White and Tahir (2018) reported that Initial Washroom Hygiene studied swab samples

from phones and found the average device is nearly seven times dirtier than a toilet seat. Phones

contain much more germs than a toilet seat and the number of germs is beyond imagination.

However, phones are necessary to allow people to stay in touch with friends and it brings

convenience and welfare to human beings. Despite that, it is an indisputable fact that phones

might harm people as it contains countless germs. Thus, PhoneSoap decided to launch a UV
sanitizer product, Phone Cleanser to market. PhoneCleanser is a portable, multifunction and

easy-to-use UV-rays sanitizer case with a wavelength between 200-280 nanometers which is

germicidal (Kowalski, 2009).

Yet, PhoneSoap is concerned that apart from phones, money, keys, and headphones that

people contact every day might contain germs as well. Thus, the internal dimension of

PhoneCleanser is enlarged to 6.5x3.2x1.2 inch (LxWxH) so as to fit more stuff within. Besides,

the wireless charging function enables customers to bring fewer things by taking the place of a

power bank and USB cable. The wireless charging system is automatically switched on when

the phone is placed on it. The charging port is located at the bottom left of PhoneSoap and a

type-C USB charging cable is provided. 1 hour and 30 minutes is needed to charge PhoneSoap

all the way to 100% and once it has done charging, it can perform sanitisation and wireless

charging function for 3 hours.

PhoneSoap alerts that it is unfeasible to sanitize everything around with sanitizer or

disinfectant as it is cost inefficient and inconvenient. Thus, apart from internal sanitizing space,

a built-in external ultraviolet (UV) light with a cover which can prevent leakage of UV-rays

are added. In concern of time- saving, the frequency of UV-rays of external bulbs are higher

than internal UV-rays bulbs in the aim that sanitization can be completed in a shorter time.

Customers are able to sanitize surfaces that are highly contact with others, such as elevator

buttons, grocery carts and door handles to prevent spread of contagious virus.

A car-use phone stand at the bottom of the product enables car drivers to attach a phone

on it. The phone stand is retractable, therefore, it would not affect the appearance of the product.

PhoneCleanser brings convenience to customers with the demand to use GPS while driving

and charging at the same time such as Grab drivers. Our company was concerned that a car air

conditioned vent might not be able to withstand a heavy load, thus PhoneCleanser has thinner

exterior dimensions, 7.5x4.5x1.75 inch (LxWxH) compared to UV Sanitizer from CASETiFY

Company with an exterior dimension of 9.65x5.28x2.36 inch (LxWxH) to reduce weight and

improved portability to ensure it is easy-to-carry (Casetify, n.d.).

Price

The budget for making a PhoneCleanser is assumed to be around RM125. After

including manufacturing, packaging, shipping, pop-up store renting, and promoting fees, the

cost will be around RM250 and the market price is RM360 with RM 110 as profit and profit

percentage is 44%.

The price is cheaper compared to our competitors, Casetify, which has RM520 as their

market price and slightly more expensive than Lecone, which has RM304 as their market price

excluding the shipping fees from oversea to Malaysia (see Appendix B, Diagram 2.2 for

perceptual map).

Undeniably, RM360 is not a cheap price but it is affordable for our target market. In

addition, the unique selling proposition such as an built-in external ultraviolet (UV) light bulb

with cover and retractable phone stand which made the PhoneCleanser far better than our

competitors deserve the price as a multifunction product requires more cost. However, the

pricing strategy of PhoneSoap on launching PhoneCleanser is the Penetration Pricing Strategy,

in which the main focus of PhoneSoap is directed towards affordability rather than quality as

our aim is to ensure our product is affordable to the majority of whom have a reliable and

average income. Thus, the market price is being moderate for the welfare of the target market

despite the profit being low.

Placement

In regards to the placement of our product relative to the product of our competitors in

the minds of consumers, we have chosen to offer more for less and distribute our products

through highly accessible mediums. PhoneCleanser’s features exceed that of two of our biggest

competitors, Casetify and Lecone, while offering a price that is only RM56 more expensive

than Lecone’s ‘UV Cell Phone Sanitizer’ and RM160 cheaper than Casetify’s ‘UV Sanitizer’.

By producing a high-quality product with several more features and increased benefits while
maintaining affordable prices, the PhoneCleanser can be seen by consumers as more

worthwhile than the similar product of our competitors.

As for physical placement, the PhoneCleanser will mainly be distributed on

PhoneSoap’s website. This is because the company website includes extensive information

about the product and several demonstration videos on how to use the products offered which

will allow consumers to make informed decisions when choosing a UV Sanitizer case available

in the market.

By focusing on distribution via our website, we can also maximize sales by providing

shipping nationwide. Moreover, it will be easy to expand into future prospects such as market

development which includes international shipping to expand our market share beyond

domestic sales. Profits can also be maximized by reducing the overall cost of maintaining

stand-alone physical stores.

However, we are aware that if consumers do not know of our brand, they would not be

able to reach our website easily. E-Commerce marketplaces like Shopee and Lazada are often

used by avid online shoppers as these marketplaces provide a variety of products on one

website. Therefore, we will also place our products on these E-Commerce marketplaces to

expose users of these shopping sites to our product.

For customers who prefer seeing a product in person before purchase, after the

Movement Control Orders (MCO) and social distancing laws are lifted or loosened, PhoneSoap

will have occasional Pop-up Stores in the city or suburbs to increase product awareness and

promote sales by giving full demonstrations of product usage to educate potential customers

about the benefits of the product. Pop-up stores will require less budget for maintenance than

regular stand-alone stores while allowing customers to see the products and ask as many

questions regarding the product as needed. This form of personal selling is desirable to some

consumers as it gives them clarity and helps build trust between them and the brand.

Under normal circumstances, Pop-up stores or booths are also advantageous as the

company can choose when and where to open a stand, and allows us to pick occasions that will

benefit the sales of the product. For instance, we will have Pop-up stores at digital malls, fairs
or technology expos. Not only will we be able to increase product awareness, but it will also

increase our credibility as a brand, putting us at an advantage when being compared to any of

our competitors.

Promotion

Apart from placements on our company website and Pop-up stores, our company has

come up with several other integrated marketing strategies to reach our target market. Due to

the MCO and shut down of non-essential businesses, in the primary stages of promotion our

brand will focus on pushing promotions and sales online. This will be carried out via

advertising on heavy traffic social networks such as Instagram and Facebook by creating events

that require participants to follow, like, share, and tag others to win prizes such as a PhoneSoap.

Through these events, we will grow our following, garner interest, and spread product

awareness.

Besides social media networks, as we plan to place our products on E-Commerce

marketplaces that are frequently used, we will also have ads placed on their homepage so that

users will first see our product when they are on there to shop. We will also be putting

advertisements on websites that are frequently used during the movement control period, such

as YouTube. As a majority of people are staying home and spending their free time online,

having video ads on websites which users spend a significant amount of their time on is among

the best ways to reach consumers.

Similarly, television advertisements and programs will now prove useful as people are

staying at home more. Although it is argued that Netflix being widely used has caused

television ads and shows to become obsolete, only 1% of the total Malaysian population is

subscribed to Netflix (Statista, 2020) which makes it more practical to reach virtually all

Malaysians via television in the Malaysian market. As a matter of fact, using television

advertisements would be a cheaper marketing strategy as the local television network requires

advertisements and sponsors to sustain the channels. PhoneSoap will also take advantage of

trusted channels such as the Discovery Channel to showcase the reliability of the product (see

Appendix C for video of product being tested on Discovery Channel). When actual users test
a product, consumers perceive it as more trustworthy because they do not see it as information

falsified by companies purely to improve their image and sales.

Another form of advertisement would be in-app ads. With the increase in screen time

during the MCO, people are constantly on their devices using apps like video streaming and

games which often contain advertisements for the majority of users. In-app advertisements

would increase the rate of users spotting the product as there are advanced algorithms which

are designed to push similar advertisements to users who have shown interest in a certain

product. PhoneSoap would be one of these products as many individuals have been looking

into items that promote cleanliness and disinfection amidst the pandemic.

Apart from advertisements, we will initiate sponsored review campaigns among social

influencers who review technology content and are of high interest amidst the MCO to take

advantage of parasocial relationships. To do this, a PhoneCleanser will be sent to selected

social influencers who are spread across various media platforms to reach a broad audience.

Having influential individuals who are living in similar situations to promote the product would

increase reliability and relatability which is highly sought after. It is also a form of buzz

marketing to create a hype around the product like how PhoneSoap’s competitor Casetify has

done.

Lastly, a future sales promotion effort that will be carried out both online and physically

is the Twin Pack discount. For the first 3 quarters in which the pandemic’s ongoing or heavily

lingering effects are still impacting everyday life, customers who purchase 2 or more

PhoneCleanser online will be entitled to free shipping. In the 4th quarter, where we aim to push

some physical sales, a 10% discount will be given upon purchase of 2 or more PhoneCleanser.

This will ensure the longevity of the product even after when the product is approaching the

decline stage.
Marketing Strategy

Engraving

As the pandemic dies down and strict social distancing laws are lifted toward the 4th

quarter after PhoneCleanser’s launch, it is expected that sales will decline. To create hype and

boost sales again in the last quarter, PhoneSoap plans to start an engraving service which allows

customers to further customize their PhoneCleanser and increase desirability.

Blacklight Demo

In order to make the Phone Cleanser more reliable and convincing, PhoneSoap decided

to make a video to show the effectiveness of UV-rays sanitizer using a blacklight. Blacklight

emits long-wavelength ultraviolet light which turns unseen germs and microorganisms into

visible but unable to kill germs. By showing the effectiveness of PhoneCleanser in sanitizing

by comparing the number of germs contained before and after, PhoneSoap believes that the

blacklight demo video is capable of boosting the desire of the target market to purchase.

Demo video

As another marketing strategy, our company has decided to create a video demonstration to

visually illustrate the PhoneCleanser for the ease of customers (see Appendix C for example

of PhoneSoap demo video). The video would inform about the usage of the case as well as the

multiple functions and special features it offers, including a phone stand, an external UV light,

and the ability to glow in the dark (courtesy of the glow in the dark silicone case). Not only

that but the video would also emphasize on the portability of the PhoneCleanser- highlighting

the usage of it in everyday life; bringing it along travels due to its compact size and lightweight.

Besides that, convenience would also be stressed by demonstrating the external UV light

function in scenarios such as sanitizing elevator buttons, grocery trolleys and furthermore,

serving as a clutch that occupies money, coins, keys and a phone when the UV function is

inactivated. Our aim is for customers to be able to relate the significance of the PhoneCleanser

in their lives and to give them an insight on the wonders this product offers. The video would

then be uploaded on our official website and advertised on social media platforms such as

Facebook and Instagram.

Conclusion

The company's sustainability of products are extremely crucial in any market.Thus,

PhoneSoap will not only thrive during this crucial period but also in the following years as it

comes with excellent features and sustainability plans.

An improved version of the PhoneSoap sanitizer will be established a year from now

while reducing the original product price from RM360 to RM300 for customers to continue

purchasing our product. To prolong the life cycle, PhoneSoap has decided to make our product

cheaper accompanied with various marketing strategies so it is more appealing for potential

customers in the future.

PhoneSoap will continue to sustain itself in the market with its collaboration with big

reseller companies such as Harvey Norman in its various outlets across the country for

accessibility of its product rather than merely focusing on online transactions. This is because

Harvey Norman upholds a reputation of selling quality-guaranteed products at an affordable

price and its enormous user base will eventually make our product to gain more exposure and

recognition to the people who started going out again as the Movement Control Order ends.

The maintenance of mutual trust and loyalty with consumers are always important

factors. Therefore, we will implement a system which allows customers to trade the first

generation products to receive a discount when purchasing our second-generation product. Our

goal is to eliminate customer’s concern to make sure they feel their money is spent well.

To conclude, the strategies we have uptaken now to capitalize maximum profit during

this period is to create a renowned company branding, segment profitable target markets and

place the company under a good strategy that can help generate more revenue in further growth

stages. A Gantt chart is included to predict the growth, sales and life cycle of the product after

its launch (see Appendix D, Diagram 3.1 for Gantt Chart).

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Full Name Student ID Course

Yeung Yeu-Mynn 18075143 BSc (Hons) Psychology

Tang Jia Huey 18112326 BSc (Hons) Psychology

Natalie Ong Shue Lynn 19027945 BSc (Hons) Psychology

Pearl Tan Mei Lin 19037555 BSc (Hons) Psychology

Shri Dhurga A/P G.Kumar 19000439 BSc (Hons) Psychology

Sonia Rachel John 19027648 BSc(Hons) Psychology

OOI EE FEI 19030170 BSc(Hons) Psychology

 Appendix A

PhoneSoap’s Phone Cleanser Prototype

Diagram 1.1 : 3D Drawing of PhoneCleanser

Diagram 1.2 : Labeled 2D Drawing of PhoneCleanser

Diagram 1.3 : Rendered model of PhoneSoap
 Appendix B

Marketing Strategy Diagrams

Diagram 2.1 : Product Logo

Company: PhoneSoap

Product: PhoneCleanser

Tagline: Case your worries away

Diagram 2.2 : Perceptual Map

 Appendix C

Marketing Strategy Video Titles and Links

Example PhoneSoap Demo video: How to use the PhoneSoap 3

PhoneSoap on Discovery Channel: Phone Soap Tested on Discovery Channel

 Appendix D

PhoneCleanser Gantt Chart

Diagram 3.1 : Gantt Chart for PhoneCleanser