ARE THEY READY TO PUT “AVOCADOS ON THEIR FACE”

VIEWPOINT

The point of the view Mr.Ricky Bautista President of vive chem Philippines (VCP) and Mr.Willy Tan,
king matches corporations product manager, were considered since they can best tackle the problem,
suggest and analyze proposals, decide implement and follow-up the resolution that was chosen

TIME CONTEXT

The president of the vive chem Philippines (VCP) was September 1993, Mr.Ricky Bautista, president of
VCP discussed with his production manager of possibility having king matches Corporation (KMC) the
nationwide distributor of consumer product.

STATEMENT OF THE PROBLEM

The president of vive chem Philippines (VCP) Mr.Ricky Bautista discussed with has production manager
of having king matches corporation as they marketing firm to distributor, introduce and promote their
product. But it was crucial that this marketing firm be able to communicate and promote the chosen
product positioning to the best market segment in this fast-growing industry.

STATEMENT OF THE OBJECTIVE

Short-term: to penetrate the facial care industry in a specific market segment for its new product.

Long-term: To be one of the leading distributors of facial care industry in the next 5years.

AREAS OF CONSIDERATION

A. Opportunities:

 There a high market potential on herbal-based astringent. ▪ Since all the current brands in the
market were chemical-based, the concept of herbal-based astringent is an innovation.

Threats:

 The market was not yet ready for “natural” products. ▪ Consumers didn’t have a strong grasp
about the product being a natural.
Strengths:

 VCP has a long-term relationship with the KM group of companies. ▪ Having KMC as a possible
carrier of the ProVive penetration in the market will be easier since KMC is a well- known
nationwide distributor of consumer products.
 The Provive has a same attribute as the leading brand. ▪ If the product qualities and attributes
were comparable to the leading brand, consumers will don’t care about what they will use
because it’s the same.

Weaknesses:

 VCP has no background in targeting consumer market.

 Since VCP was known as a manufacturing company that developing new product for industry
use, it doesn’t have a strong impression to the consumer market.
 FGDs have difficulties in equating “herbal” as having “no additives”. ▪ Among the FGD, using
herbs were perceived as “not natural

ALTERNATIVE COURSES OF ACTION

Advantage

 This kind of strategy made the product more attractive to customers and will give a new
impression about astringent.

Disadvantage

 There is a perception about natural ingredients being not effective.

▪ FGD participants believed that it will not enhance the efficacy of the products.
 Provive is not yet positioned compared with Eskinol and other leading brands.
▪ Since the product is to be launched, it needs a unique selling proposition.

Recommendation:

 Educate the consumers about the effectivity of natural ingredients

 Conduct seminars to employees so that they will be aware of the properties and advantages of
using natural ingredients.

Action Plan:

Activities Timeframe Person

Responsible
Seminars 3 months Marketing
Department
Advertisement 4 months Marketing
Department
Promos and 1 month Marketing
discounts Department