GROUP #7

GROUP MEMBERS
Aligado, Boots Ann
Codamos, Pearl Celine
Salvador, Gem
Teodoro, Micah Kimberly
Vertucio, Jhonnel

NAME OF THE COMPANY : Lamoiyan Corp. “ Hapee Toothpaste”

TITLE : Transformation and Utilization Strategy of the existing product

INTRODUCTION
"Ang ngiting Pinoy ay ngiting Hapee"
When we are young we used to learn on how to keep our teeth healthy and clean as
what elders taught us. We all know that every child's first lesson is to brush their teeth
every morning and before go to bed with different kind of toothpaste particularly with
Hapee Toothpaste. Laimoyan Corporation is one of the most popular corporation in the
Philippines because of it product which is the Hapee toothpaste wherein it became the
first Filipino Company to succeed in penetrating the local toothpaste industry. According
to Mr. Cecilio Pedro, the man behind this product, he named Hapee toothpaste because
he thought 'happy' did not seem suitable as a brand, so he changed it from HAPPY to
HAPEE.
Hapee Toothpaste is a proudly gawang pinoy toothpaste professionally accepted by the
Philippine Dental Association. Its Mouth Defense Technology: Kills 99.9% of mouth
bacteria, has Sugar Acid Defense that shields the teeth against sugar acid attacks and
has flavor infused with natural antioxidants for strong teeth and gums for overall mouth
protection.
Hapee Toothpaste has Maximum fluoride protection that shields the teeth from cavities
and fights tooth decay and has intense freshness cooling for a fresher breath. Hapee
Toothpaste is available in 4 exciting flavors: Hapee Fresh and Cool White, Hapee
Explosive Menthol Red, Hapee Outrageous Blue Chill, and Hapee Fresh Green
Outburst.
Hapee Toothpaste has been protecting the smiles of every Filipino family.
WEAKNESSES
•Lamoiyan Hapee has several strong competitors in the market like Colgate and Close-
Up.
• Weak Management - Weak management increases business risks and reduces profits
for Hapee Toothpaste, because they are responsible for the health of the business.
Weak Management has a significant impact, so an analyst should put more weight into
it. Weak Management will have a long-term negative impact on this entity, which
subtracts from the entity's value.
•Lamoiyan Toothpaste is suffering from lack of critical talent especially in the field of
technology & digital transformation. Lamoiyan Toothpaste is struggling to restructure
processes in light of developments in the field of Artificial Intelligence (AI) and machine
learning.
•Online Presence the online market is essential for displaying information and selling
products. A weak online presence can result in lost opportunities for Hapee Toothpaste
DISCUSSION/RECOMMENDATION
Since the product Hapee Toothpaste is still existing in the market without enough
competitiveness that results to be defeated by the other toothpaste brands, we proudly
recommend the following:
•Continuous Innovation on their product to create a new variety of toothpaste for Hapee
like for example, improve their existing product that focuses on whitening the teeth
because that is what the consumer's want and need or in the other words, that's the
demand nowadays wherein most of the teenager seek for a glow up and most of them
think that white teeth gives higher confidence to them.
•Overhaul the packaging to change the over-all appearance of the product that can
attract potential and existing buyers. Give more emphasis to the color and design of the
product to be attractive to the eyes of the Filipinos specifically to the kids and mothers.
•Promotions to promote the product in order to target the new and upcoming generation
and at the same time maintaining the current market. Gives more time and effort to
promote the product like making an advertisement even in the social media temporarily
until it brings back its popularity to the society.
•Try to prioritize to make a collaboration to some social media influencers who are in
demand or popular and famous nowadays like Zeinab Harake, Ivana Alawi, Mimiyuh,
Francine Diaz etc. to be the new face of Hapee Toothpaste.
• Hire new employees who have experienced to the same industry and expert in the
field of technology & digital transformation.
It would be appropriate to recommend that they remain to offer oral care products that
are placed on reasonable and affordable prices. By doing such, consumers will more
likely recall them as the brand that offers quality goods in low and justifiable prices.