2023-Brand-Plan-SKIN-911-FOR-PRINTING-5.31.23 (1)

TABLE OF CONTENTS
I. WHERE WE ARE II. HOW DO WE GET THERE

▪ The Brand Promise ▪ Marketing Strategy
▪ Brand Category Strategy Outline • Product Innovation
▪ Market Background • Price Competitiveness & Profitability Strategy
▪ Target Market and Users Profile • Trade Penetration Strategy (Existing & Fresh Accounts)
▪ Official Tagline • Brand Awareness Strategy
▪ Key Brands Overview • Market Entrenchment Strategies
▪ SWOT Analysis & Action Plans • Consumer Penetration Strategy
• Sales Stimulating Strategy
• Communications Plan
• High Impact Execution Strategy
▪ Product Development Plan
▪ Execution Schedule
▪ 5 Year Road Map
THE BRAND PROMISE
BRAND ARCHITECTURE
BRAND CATEGORY STRATEGY OUTLINE
MARKET BACKGROUND
MARKET BACKGROUND
MARKET BACKGROUND
MARKET BACKGROUND
MARKET BACKGROUND
MARKET BACKGROUND
MARKET BACKGROUND
MARKET BACKGROUND
MARKET BACKGROUND
THE PRODUCT
THE PRODUCT
THE PRODUCT
TARGET MARKET & USERS PROFILE
OFFICIAL TAGLINE
KEY BRANDS OVERVIEW
SWOT ANALYSIS & ACTION PLANS
s
STRENGTHS
W
WEAKNESSES
O
OPPORTUNITIES
T
THREATS
• Manufactured by ISO certified With new and old competitors for
tolling company thus quality With High level of competition that Highlighting Primary Claims &
both Premium and Non-premium
assurance is good. are using mass media advertising. Benefits
Tawas Lines. They also have a bigger
• With Nationwide distribution set-up of Skin 911 Tawas Deo is a must and
budget for both ATL and BTL
and local business unit team per With many strong competitors considered as opportunity since
Campaigns as well as in Mass Media
area. ahead in the market with very low other brands focusing on Body Odor
Advertisement.
• It has an Edge from competing price like Rexona, Dove, Axe, but in their ads & promotional
However, Skin 911 would be a
products because Skin 911 is made Secret, etc. However the said campaigns while Skin 911 Tawas will
strong branding associated with the
of 100% natural Potassium Alum, leading brands are indirect be highlighting the key words and
famous, Rescue 911 that focuses
HYPOALLERGENIC & effective to use competitor since they are synthetic Claims.
on treating skin & underarm odor
as daily Tawas. products with minimal Tawas problems.
ACTION PLANS
Will be included in Communication We will be having Print & Collaterals Continuous growth opportunity will be
Plan, Market Entrenchment, Sales on selective area since the included in Communication Plan,
Aside from Testimonial from Active
Stimulating Strategy, Consumer marketing budget will be allocated Market Entrenchment, Sales Stimulating
Individuals, we also need to
Penetration Strategy, Brand in Strategic & high impact Strategy, Consumer Penetration
maximized our existing well known
Awareness, Trade penetration and marketing mediums. Strategy, Brand Awareness, Trade
PDA endorsers especially Doctors
High Impact Execution to produce penetration & High Impact Execution to
like, Dr. Abia, & Dr. Ursua as
more loyal customers, create We will allocate 30% budget for produce more loyal customers, create
Endorsers and Brand Ambassadors
demands, as well as to motivate Social Media Ads. We will be demands, as well as to motivate
to build a strong Trust from
consumers to buy the product getting SMI’s & well known consumers to buy Tawas product
customers.
because of health benefits, quality individuals that are active, sporty because of many health benefits and
assurance & trust. safe to use in the body.
MARKETING STRATEGIES
PRODUCT INNOVATION
PRODUCT INNOVATION
BRAND INSISTENCE
BRAND INSISTENCE
NOTE: All the Marketing Promotions are AIDA

Certified Advertising Materials
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
BRAND INSISTENCE
OTHER STRATEGIES
MARKET ENTRENCHMENT CONSUMER PENETRATION SALES STIMULATING

The Doctor’s Natural Choice Tawas, In-store support (Human Standee) –
Skin 911 Tawas – Doctor Endorsement Receipt Redemption – Any Newly opened accounts and
in all type of Mediums. We have CUSTOMERS who will buy SKIN 911 additional accounts for penetration
prospect 2 dermatologist as the most TAWAS in designated stores, he/she will be supported with Human
appropriate Endorsers for Skin care get an incentive rebates from the total Standee as one of the in-store
and personal care products. purchase receipt of the product. The supports to deplete SKIN 911 products
incentive will be based on the and generate sales increase in the
Top Social media influencers (Young suggested retail price. Powder 98.00 stores.
Adults, Working Moms) per area will SRP. (80grams). Memo and Mechanics
be also a good entrenchment strategy will be sent to every participating Receipt & Box Redemption Promo
for SKIN 911 Tawas where 60% of the accounts in the area. (For Sellers/Clerks) – Any of the
target market are young adults, Accounts In-charge
working mom and active individuals Radio & Social Media Promo (clerks/pharmacist) that can offer SKIN
who frequently sweat on their daily Campaign – Customers can win skin 911 TAWAS to their customers, will get
routine. 911 Tawas products by simply a incentives price from the total
answering the questions ask by the purchase of skin 911. This is to entice
radio endorsers/anchor. The question the clerks/sellers to push the products
will be related to product information to their customers & earn extra
and health benefits. income through product pushing &
suggestive selling.
PRODUCT DEVELOPMENT PLAN & EXECUTION SCHEDULE
5 YEAR ROADMAP

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TABLE OF CONTENTS

I. WHERE WE ARE II. HOW DO WE GET THERE

NOTE: All the Marketing Promotions are AIDA

MARKET ENTRENCHMENT CONSUMER PENETRATION SALES STIMULATING

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