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

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