Za: A marketing plan for a product innovation

• Main Authors: Bello, Rafael Eloy Arceo, Pantino, Rina Bianca Sipin, Razon, Erickson Aguilar, Tamina, Katrina Isabel Quiambao, Tan, Denice Francine Chua Chiaco
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Marketing > Philippines; Cosmetics > Philippines; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18540
• Institution: De La Salle University

Za is a cosmetic brand designed to support women who desire sophisticated beauty. It also has a skincare line. Za Cosmetics entered the Philippines only in May 2013 and had a launching event last July 2013. As of December 2013, Za Cosmetics has promoted their BB Cream and the Perfect Solution Restoring Collagen Cream, which is the flagship product of their makeup line and anti-aging line respectively, to the market. Next year, January 2014, they plan to promote their whitening line, with the Za True White Plus Prismizer as their flagship product. The Prismizer contains the super whitening ingredient which is the Tranexamic Acid that is proven to directly suppress melanin formation on the skin. The Prism Enhancing Technology was also used so that the light can perfectly reflect the skin by removing the dead skin cells. With only six months of being in the country, Za Cosmetics has low brand awareness and no market share. Its direct competitors, Neutrogena and L Oreal Paris skin care line have 0.4% and 1.6% market shares respectively. Its indirect competitors, on the other hand, are Ponds and Eskinol. Ponds, the leading brand for skin care has 12.8% market share and Eskinol, which is famous for toners is second in the category, has 9.9% market share. Ponds mostly uses above-the-line advertising while the direct competitors do not have aggressive advertising efforts. The groups objective is to first, generate brand awareness then, encourage product trial that can lead to product purchase. Since most of the women desire whiter skin to look beautiful, and because women want to look beautiful to be confident, Za True White Plus Prismizer, which is a whitening toner, will be a product that can polish their confidence. The advertisements will be in a quirky and confident tone and mood. Since the brand Za Cosmetics offers masstige products for women who want everything fast and easy, the target market will be Asian metropolitan women. They are from ages 20-30 and they come from the socio-economic class upper C, living in urban areas. Most of the target can be found in busy cities where most business units are located. These women are go-getters, achievers yet quirky and mobile. They are also tech savvy and use the internet more than five hours a day for socializing, communication and work. The campaign will be from the January to June 2014 with a budget of Php8.1 million. With the given budget and target market's demographics, psychographics and technographics, the group will be utilizing below-the-line advertising promotions, specifically ambient ad, experiential booth and digital efforts.