Integrated marketing communications campaign for Tupperware Brands Philippines: Baby care plus+ natural care

• Main Author: Arre, Trixie Marie Caravana
• Format: text
• Language: English
• Published: Animo Repository 2017
• Subjects: Marketing > Philippines; Infants' supplies > Philippines; Infants' supplies industry > Philippines; Tupperware Brands Philippines, Inc.
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5340
• Institution: De La Salle University

The baby and child specific product industry is a Php 8.1 billion industry based on the latest report of Euromonitor in May of 2016, with the toiletries sub-category as the highest contributor in the industry with Php 4.4 billion by end of 2015. From previous year, there was a 4.1% increase in growth versus previous year. By end of 2017, the industry is seen to record a 2% increase in growth, having a Php 8.3 billion value. By 2020, the baby and child specific product industry is seen to be a Php 9 billion industry. Based on brand shares, and from highest to lowest, the key players are Johnson and Johnson (55%), Baby Care Plus+ (9%), Lewis and Pearl (6%), Bambini (3%) and Tender Care (1%). Johnson and Johnson is also the most purchased brand when it comes to baby skin care products based on a survey conducted. The natural care products have been considered as the fastest-growing segment in the industry wherein 50% of consumers perceive natural care products to be free from harmful ingredients and unnecessary chemicals. Based also on the survey conducted,48% of respondents are aware of baby skin care products. Respondents said that they purchase natural skin care products because: ingredients are natural and no preservatives are added, their baby's skin is sensitive and they don't want to expose their babies to harsh ingredients. In line with this, top preferences of respondents when it comes to natural baby skin care products are the ingredients, moisturizing factor, skin reaction/sensitivity and clinically/dermatologist tested. Respondents know more about their products from print media (88%), social media(86%) and recommendation from family (83%). For this marketing communications campaign, the brand in focus would be Baby Care Plus+ Natural Care Line. This brand is being distributed in the Philippines through direct selling by Tupperware Brands Philippines and was launched in 2011. Baby Care Plus+ is a unique baby care line that offers gentle protection for babies. Baby Care Plus+ is clinically mild and safe, dermatologist tested and hypo-allergenic. The line consists of the hydrating lotion, moisturizing cream, baby powder and head to toe wash. Each product is specially formulated with natural ingredients and unique benefits to provide the right care for babies particular needs. With the potential in the market gearing towards natural products, and the brands focus in providing natural ingredients, this campaign aims to expand Baby Care Plus+ Natural Care line to existing Tupperware and Baby Care Plus+ users and this will be done by increasing dealer initiatives and communicating the brands strength visually through Tupperware Brands brochures and social media presence. With the campaign, it is a goal not only to increase profit share of Baby Care Plus+ Natural Care Line but also to be a top of mind brand of natural baby skin care product in the market.