I.

Situational Analysis
There are more sweat glands in our feet than anywhere else in the body.
Anyone can get sweaty feet, regardless of the temperature or time of year. But
teenagers are especially prone because hormonal changes make them sweat
more.
Youre also more likely to have foot perspiration if youre on your feet all day,
if youre under a lot of stress or you have a medical condition called
hyperhidrosis, which makes you sweat more than usual. Fungal infections,
such as athletes foot, can also lead to bad foot odor.
"Your feet sweat into your shoes all day so they get damp and bacteria start to
grow. The bacteria continue to breed once youve taken your shoes off,
especially if you put them in a dark cupboard. Then, when you put your shoes
back on the next day, even if youve just had a shower, putting your feet into
still damp shoes creates the perfect conditions for the bacteria to thrive
warm, dark and moist."- Lorraine Jones, chiropodist and spokeswoman for the
Society of Chiropodists and Podiatrists
The team of researchers from Geneva company Firmenich reported that
female sweat contained high levels of Sulphur compounds that, when mixed
with bacteria, smells of onions. By contrast, men had high levels of a fatty
acid, which turns to a cheese odor when exposed to bacteria. Independent
smell assessors reported that the female eau de onion scent was, in fact,
worse-smelling.
It has been reported that 40% of women suffer from some degree of foot odor.
According to some opinion polls, girls are more hygiene freaks than guys.
Girls are more particular about the way they look and thus they tend to take
care of themselves in a better way. They will not tolerate anyone mocking at
them for their outward appearance. Thus, they are very self-conscious.

II.

Consumer Insights
We had asked the opinion of our fellow schoolmates regarding the use of foot
powder, their preferences and suggestions
Julia Pelaiz, 17, BS Psychology: "Sana affordable price tapos kahit na herbal
sya mabango tapos effective din siya."
Sheena Mae Gulay, 17, Psychology: "Parang bago siya sa pandinig pero pag
herbal kasi parang mabaho pero sana naman maayos"
Divina Dador, 15, AB-History: "Aba mas okay po yun lalo na kung may
charcoal pampatanggal ng baho"
Justine Cabrito, 17, Library Science : "Syempre yung maliban sa mabango
siya talaga, yung talagang nakakatanggal talaga siya ng amoy ng paa"
Jennalyn Meneses, 19, BSA: "Yung amoy niya"

III.

Rosmarie Urminita, 16, HRDM: "Syempre kung ano yung, halimbawa may
problema dun sa may paa ko, kung ano yung kailangan nun yun yung
characteristic na gusto ko sa footpowder"
Robina Edep, 16, HRDM: "Yung hindi nakaka-irritate sa skin tsaka ano hindi
harmful yung, may mga chemicals tsaka hindi masyadong mahal, yung tama
lang"
Maria Lydel Sumogba, 16, BSE: "Yung maganda siya sa paa tsaka mabango
yung nakakatanggal ng baho"
Grazielle Anne Sarical, 17, Journalism: "Syempre yung effectivity niya dpat,
hindi naman yung sa isang gamit, pero yung siguropag two or three times
dapat effective na sia tapos yung hindi nakaka irritate sa paa"
Monique Barade, 17, BSA: "Gusto ko ung hindi siya nakakapawis ng paa
tsaka yung hindi siya nangangamoy"
Zaricha Palmeri, 18, Educ. major in Math: "Syempre yung tatagal ung effect
niya dun sa paa"

Product Brief
a. Brand Name
Footever
Rationale
The brand name came from the fusion of the words foot, where the
product will be used, and ever which means long-lasting or eternity. The goal of
our product is to give long lasting effect, thus making the feet fresh and clean all
day long!
b. Logo/Labeling
FOOTEVER LOGO

Rationale

The logo shows a flower with different colors, which symbolizes how
colorful nature is. The foot print is stylized as an infinity sign to signify the word
ever or eternity.

FOOTEVER LABEL

Rationale
The
concept of
the label is
nature and
feminism.
The letters
are branchlike with
leaves and
there is also a
marigold
flower and leaves that represents tanglad or lemongrass
c. Packaging

d. Price
Php 54.50 / 100 grams canister
Rationale
Compared to other leading brands, the price of Footever is low since the
ingredients of the product are herbal and is grown locally. Also, Footever doesnt
contain any imported chemicals that is expensive and harmful.
e. Distribution
This product will be distributed in Metro Manila. This will be available for
retail in convenience stores (7/11, Ministop, All-Day, etc.) since these stores are
located near schools and dormitories, Drugstores (Mercury Drugs, The Generics
Pharmacy and other generic drugstores), and Groceries (such as Savemore,
Puregold, etc.).
IV.

SWOT Analysis

STRENGTHS
The ingredients can be grown
locally, many resources.
Herbal ingredients; good for
people who does not want
chemical-based products.

WEAKNESSES
Footever just started, no product
awareness.
People think that herbal have
foul-scent.

V.

VI.

VII.

OPPORTUNITY
Campaign for Climate Change is
extensive. We use ingredients that
is planted in the country, thus
contribute to campaign. Also, we
are not using chemicals that is
bad to our environment.

THREATS
There is a very high competition
since there are many established
brands of big companies.
Spray Foot Powder is much
convenient to use.

Competitive Analysis
FISSAN Foot Powder (Php 71.50/ 100 grams)
Its unique triple action formula of medically proven ingredients provides
maximum strength from itch relief while absorbing moisture, controlling foot
odor and odor-causing bacteria, while soothing irritated skin.
Milcu Underarm and Foot Powder (Php 49.50 / 40 grams)
Milcu deodorant powder is derived from Tawas crystals, formulated to
prevent and halt odor generated by perspiration in the underarm and feet. It's
made of all natural ingredients and is fragrance free.
Positioning Statement
For the female students in need of comfort and protection from foot odor,
Footever is an all-natural foot powder that is made from marigold flower and tanglad
(lemongrass) leaves, guaranteed to make your feet clean and dry all-day.
FOOTEVER: Walang Forever ang Foot Odor!
Target Market
DEMOGRAPHICS
AGE
GENDER
EDUCATION
OCCUPATION
INCOME GROUP

:
:
:
:
:

17 20 years old
Female
College-level
Student
Class D

PSYCHOGRAPHICS

LIFESTYLE

:
Reformer
Freedom from restriction, personal
growth, social awareness, value for time,
independent judgement, tolerance of
complexity, anti-materialistic but intolerant of
bad taste. Curious and enquiring, support
growth of new product categories. Select
brands for intrinsic quality, favouring natural
simplicity, small is beautiful.(Higher Education)

DEMOGRAPHICS

PURCHASE FREQUENCY:
USER STATUS
:
USER RATE
:
BUYER READINESS STAGE:

Occasional
Potential User
Medium User
Awareness

VIII. Advertising Objectives

Advertising Strategies
The planned strategy for the advertisement of this product will be a Slice of Life.
We will use a common scene of a student in a school during rainy days.

X.

Media Plan

Television Commercial
ABS-CBN

Its Showtime (Noontime/Weekdays and Saturdays, 11:45am 3:00pm)

Eat Bulaga (Noontime/Weekdays and Saturdays, 11:30 am 3:00pm)

GMA

Radio Advertisement
FM Stations

Love Radio (90.7)

Tambalan Nicole Hyala at Chris Tsuper (8:00 AM - 12NN/Monday-Friday)

Barangay LS ( 97.1)

Barangay Love Songs (Every Monday to Friday from 9:00pm to 12:00mn.)

CHALK Magazine

CANDY magazine
Yes! Magazine

Facebook
Youtube
Wattpad
Twitter

Online Ad

Annex

FOOTEVER JINGLE
(in tune of KAMUSTA KA)

(Refrain:)
Sa footever walng pangamba,
Footever, Footever Footever, Footever

(Chorus:)
Tandaan mo nalang ang sasabihin kong ito
Sa Footever paa mo ay di na babaho
Di mo mararamdamang pasmado

Umulan, bumagyo, ayos lang

PHILIPPINE HERBAL PRODUCT

FOOT DEODORIZING POWDER

BADPR 1-2D
MEMBERS:
Dee Jay Aquilino de Jesus
Camille Faith Bernardo
Lovely Shyne Abunda
Ella Mae Ramos
Bryan Godwyn Red
Dominic Llosala
Lawrence Manalastas