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CHAPTER 1
INTRODUCTION
Background of the Study Filipinos love to smell great. We take our baths and perfumes seriously. We make sure that our homes not only look clean but smell clean. We love fruity smells and sweet smells. Citrus and crisp scents also fill every nook, cranny and hallway of our homes. When it comes to clothes, we are constantly in search of that clean and fresh scent. Clean laundry is of serious importance in this friendly land where the sun always shines and where its friendly people are always in close proximity with each other. (Karlin Lareza,2010)
Nowadays, Fabric conditioner is an important part in the laundry cycle for without them, clothes would be coarse and stiff. Everybody likes good smelling clothes which are soft textured. Fabric conditioners are often used in the final rinse of the laundry cycle, to make clothes soft and to make them smell good. (Elmica Roberts,2010)
Fabric conditioner is a liquid composition used during the rinse cycle to make clothes feel soft. These products work by depositing lubricating chemicals on the fabric that make it feel softer, reduce static cling, and impart a fresh fragrance. The first fabric conditioner was developed by the textile industry during the early twentieth century. At that time the process that was used to dye cotton fibers left them feeling harsh. (Schueller Randy,2010)
According to Euromonitor, a global marketing research firm, the total market size of fabric conditioner in the Philippines in 2013 is at 8 billion pesos. Downy is considered to be the market leader having claimed 37% of the market at 2.96 billion pesos. Surf on the other hand is at 16.5% of the total market share, making it the market challenger.
Being relatively new in the market, having been introduced in 2012 ???, Surf’s growth is rather fast beating other fabric conditioners introduced earlier in the market such as Vernel, Del etc.
This stuy, therefore, would focus the marketing mix of the market leader and
INTRODUCTION
Background of the Study Filipinos love to smell great. We take our baths and perfumes seriously. We make sure that our homes not only look clean but smell clean. We love fruity smells and sweet smells. Citrus and crisp scents also fill every nook, cranny and hallway of our homes. When it comes to clothes, we are constantly in search of that clean and fresh scent. Clean laundry is of serious importance in this friendly land where the sun always shines and where its friendly people are always in close proximity with each other. (Karlin Lareza,2010)
Nowadays, Fabric conditioner is an important part in the laundry cycle for without them, clothes would be coarse and stiff. Everybody likes good smelling clothes which are soft textured. Fabric conditioners are often used in the final rinse of the laundry cycle, to make clothes soft and to make them smell good. (Elmica Roberts,2010)
Fabric conditioner is a liquid composition used during the rinse cycle to make clothes feel soft. These products work by depositing lubricating chemicals on the fabric that make it feel softer, reduce static cling, and impart a fresh fragrance. The first fabric conditioner was developed by the textile industry during the early twentieth century. At that time the process that was used to dye cotton fibers left them feeling harsh. (Schueller Randy,2010)
According to Euromonitor, a global marketing research firm, the total market size of fabric conditioner in the Philippines in 2013 is at 8 billion pesos. Downy is considered to be the market leader having claimed 37% of the market at 2.96 billion pesos. Surf on the other hand is at 16.5% of the total market share, making it the market challenger.
Being relatively new in the market, having been introduced in 2012 ???, Surf’s growth is rather fast beating other fabric conditioners introduced earlier in the market such as Vernel, Del etc.
This stuy, therefore, would focus the marketing mix of the market leader and