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    THY Case A 3 1

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    Ian De Dios
    The marketing team of Baby's Touch failed to effectively communicate its unique selling proposition (USP), resulting in poor sales. To address this, the team recommends emphasizing Baby's Touch's dual cleansing and moisturizing function to target consumers seeking a shortened skincare routine. They suggest renaming it "Eskinol - Duo Action" to leverage the parent brand's reputation and address confusion. A strategy of celebrity endorsements, TV ads, and product placement aims to position Eskinol - Duo Action as the only cleanser that fits busy lifestyles and cares for sensitive skin.

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    THY Case A 3 1

    Uploaded by

    Ian De Dios
    180 views3 pages
    The marketing team of Baby's Touch failed to effectively communicate its unique selling proposition (USP), resulting in poor sales. To address this, the team recommends emphasizing Baby's Touch's dual cleansing and moisturizing function to target consumers seeking a shortened skincare routine. They suggest renaming it "Eskinol - Duo Action" to leverage the parent brand's reputation and address confusion. A strategy of celebrity endorsements, TV ads, and product placement aims to position Eskinol - Duo Action as the only cleanser that fits busy lifestyles and cares for sensitive skin.

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    THY-Case-A-3-1

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    The marketing team of Baby's Touch failed to effectively communicate its unique selling proposition (USP), resulting in poor sales. To address this, the team recommends emphasizing Baby's Touch's dual cleansing and moisturizing function to target consumers seeking a shortened skincare routine. They suggest renaming it "Eskinol - Duo Action" to leverage the parent brand's reputation and address confusion. A strategy of celebrity endorsements, TV ads, and product placement aims to position Eskinol - Duo Action as the only cleanser that fits busy lifestyles and cares for sensitive skin.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    180 views3 pages

    THY Case A 3 1

    Uploaded by

    Ian De Dios
    The marketing team of Baby's Touch failed to effectively communicate its unique selling proposition (USP), resulting in poor sales. To address this, the team recommends emphasizing Baby's Touch's dual cleansing and moisturizing function to target consumers seeking a shortened skincare routine. They suggest renaming it "Eskinol - Duo Action" to leverage the parent brand's reputation and address confusion. A strategy of celebrity endorsements, TV ads, and product placement aims to position Eskinol - Duo Action as the only cleanser that fits busy lifestyles and cares for sensitive skin.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    BA 170 THY Team 3: Hi-5 - De Dios, Fernandez, Labog, Tan, L.

    Tejada

    Case A: Baby’s Touch


    PROBLEM
    The marketing team of Baby’s Touch failed to effectively communicate Baby’s Touch unique
    selling proposition (USP) to its target market even when it is proven to be an effective product
    that fit the needs of the said market, as evidenced by the abysmal sales of the product.

    ANALYSIS
    SWOT
    Strengths Weaknesses
    ● Baby’s touch can bank on the strong and ● The brand name, “Baby’s touch,” creates
    resonant branding of its parent company, a lot of confusion as the name may imply
    Eskinol. that it is a product intended for babies.
    ● Eskinol has been in the toner business for
    a long time, giving new entrants a hard
    time to penetrate the market.
    Opportunities Threats
    ● 70% of female population has sensitive ● There are many competitors in the market
    skin (Reyes, 2015). (e.g. Celeteque, Clean & Clear, Pond’s,
    ● More Filipinos are realizing the importance etc.)
    of basic skin care (Deocareza, 2015). ● Filipinos tend to abandon products if they
    ● Filipinos are easily persuaded by local do not see results in the short-term
    celebrities and social media influencers (Alpad, 2018).
    (Capturing Filipino Consumers).

    ANALYSIS OF MARKET SEGMENTS AND BEHAVIOR


    Sex: Females
    Age: 16-30
    Demographics Income classes: C-D (i.e. low income and 0 to little savings)
    Profession: white-collar and pink-collar workers
    Civil status: Single with no kids
    Residence: Low class urban residential areas

    Skin characteristics: Sensitive and/or dry


    Skin care beliefs and behaviors:
    ● They put on makeup because their job requires them to do so.
    Psychographics ● They are aware of the value of the basic 3-step skincare routine - wash,
    tone, and moisturize.
    ● Influences: They are easily influenced and convinced by advertisements
    of local celebrities, and beauty and lifestyle YouTubers.

    ● A day in the life


    ○ They leave for work at around 6 am to to do their morning routine (take a bath, apply
    toner, moisturizer, and makeup, eat breakfast) and to dodge the Metro Manila traffic.
    ○ By the time they get home, it is already 8 pm (due to traffic). Since they are tired from
    working all day, all they want to do is sleep. Because of this, they sometimes skip step 2
    (toner) and step 3 (moisturizer) of their skin care routine.
    BA 170 THY Team 3: Hi-5 - De Dios, Fernandez, Labog, Tan, L. Tejada

    RECOMMENDATION
    ● Market segmentation
    Frequency of completion of skin care Curious (Loyal to products Committed (Loyal to the
    routine / Level of willingness to try but are more willing to try products they are already
    new products new things sometimes) using)
    Religious (Still sticks to their original
    routine even when tired)
    Convenience seeker (Finds the Target Market Ideal Market
    3-step routine a bit tedious because
    of time constraints)

    ● Current and Desired Mindset


    Current Mindset Current Behavior Desired Behavior Desired Mindset
    On days when work is I use a product that I feel more inclined to
    hassle, I am usually provides me with the finish skin care routine
    exhausted that I rush same benefits of a because my skin care
    my skincare routine by toner and routine is reduced to
    skipping on the toner moisturizer with two steps.
    and moisturizer. minimized effort.

    ● Consumer Insight: I want a product that shortens my skin care routine but provides the same
    function and benefits.

    STRATEGY
    Summary statement: To better communicate the USP of Baby’s Touch, the marketing team
    should emphasize on Baby’s Touch’s duality function of cleansing and moisturizing in order to
    address a certain problem specific to the market which is its tendency to skip on their skincare
    routine. It also has to change its brand name to “Eskinol - Duo Action” in order to (1) reduce
    confusion and (2) capitalize on Eskinol’s brand market share.
    Key Message: Eskinol - Duo Action is the only cleansing and moisturizing milk-based toner that
    cares for your sensitive skin and fits your lifestyle.
    Big Idea: Bilis, linis, kinis!

    Product Promotion
    ● Name: Eskinol - Duo Action ● Engage in endorsements by workaholic
    ● Formulation: mild and has milk component celebrities and influencers
    ● Packaging: Its bottle has the same iconic ● Advertise through TV commercials and social
    shape as regular Eskinol products, but its media
    color is translucent instead of the regular ● Invest in product placement in local
    transparent. teleseryes or movies
    ● Create web series featuring the life of a white
    and/or pink-collar worker
    Pricing Place
    ● Pricing is slightly above the regular ● Selling locations: Drugstores, convenience
    existing Eskinol products to emphasize stores, supermarkets, and department stores
    differentiation. ● Product placement in shelves: Beside other
    ● Profit margin is ensured to be within the Eskinol products
    standard margin of Eskinol brand.
    BA 170 THY Team 3: Hi-5 - De Dios, Fernandez, Labog, Tan, L. Tejada

    REFERENCES

    Alpad, C. (2018, March 7). Filipinas and their ‘skincare commitment’ issues. Retrieved, August
    20, 2018, from
    https://www.manilatimes.net/filipinas-and-their-skincare-commitment-issues/384656/

    Capturing Filipino Consumers. (n.d.). Retrieved, August 31, 2018, from


    https://opentoexport.com/article/capturing-filipino-consumers/

    Deocareza, D. (2015, March 9). Filipino shoppers now more self-conscious. Retrieved, August
    31, 2018, from
    https://www.kantarworldpanel.com/ph/news/filipino-shoppers-now-more-self-conscious

    Reyes, R.R. (2015, July 26). Majority of Pinays have sensitive skin. Retrieved, August 30, 2018,
    from http://news.abs-cbn.com/lifestyle/07/26/15/majority-pinays-have-sensitive-skin

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