A marketing plan for Diana Stalder

• Main Authors: Dela Cruz, Aaron Josef G., Esparaz, Mark Andrew A., Sy, Emmanuel, Tangcueco, Sebastian Francis T.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18190
• Institution: De La Salle University

Diana Stalder is a complete face, body and skin care lifestyle solution offering whitening, anti-acne, and anti-aging procedures. Diana Stalder is committed to giving customers quality service at a lower price point than its competitors. To navigate the already crowded health and well-being industry, the brand is targeting the needs of college students. This need has been identified by their marketing director Francis Labora, who stressed that this market is at the heart of the business plan. In a company-sponsored research involving monthly patient monitoring (Appendix 7), it was shown that although the college student market is small, the brand saw this as an opportunity since few business plans have revolved around this student market and that this target market is self-recurring in that the student population has a constant base. The research revealed that acne solutions topped the list of the most sought-after cosmetic procedures among college students. However, as they mature, they begin to shift to whitening products and later, anti-aging products. Indeed, if Diana Stalder can build trust and brand loyalty in this market, it will be easy to offer them products that 'follow' them as they age. Diana Stalder aims to be a major player in the industry. Although the brand caters to the class C demographic, it plans to penetrate class B and class A market as well. To achieve this, the brand only needs to capitalize on its core strengths: • fusion of Swedish and Filipino skin care know-how and technologies • having to manufacture its own products Although intent on directly offering the products to college students, the brand faces a challenge in commissioning retail outlets that are easily accessible to the target market. Also, to differentiate from the competition that is heavily engaged in low profit margins, Diana Stalder sees the need to invest heavily in innovation. The brand also needs to invest more in educating the consumer about its unique selling point of being a Swiss-Filipino partnership to help differentiate it from the competition.