Felp Computer Services, Income Statement, Are They Ready to Put "Avocados" on Their Faces
TOPIC: ARE THEY READY TO PUT “AVOCADOS” ON THEIR FACES?
FACTS OF THE CASE:
Since March 1993, Mr. Ricky Bautista, president of Vive Chemical Philippines (VCP), had been searching for a marketing firm to introduce and promote the company’s new line of herbal astringents, which the company perceived to be a new product development breakthrough in the facial care industry. In September 1993, Mr. Ricky Bautista, excitedly called his production manager about the possibility of having King Matches Corporation (KMC), a nationwide distributor of consumer products, market the company’s new line of herbal astringents. This product line had been tested in-house and produces highly satisfactory results among selected employees who tried the product.
POINT OF VIEW:
Mr. Ricky Bautista, President of Vive Chemical Philippines (VCP)
PROBLEM:
1. What would be the best target market segment and the product positioning of ProVIVE?
2. What would be the marketing strategy that would help the product positioning of ProVIVE?
AREAS OF CONSIDERATION:
1. Product
Brand name “ProVIVE” claimed an attribute of relaxes stressed skin .Conceptualized as a “natural product”
2. Market study
Participants: Two (2) FGDs: income class b and c between 21-30 years old. Tested among 100 females with the same demographic characteristics as the FGD participants.
3. Qualitative Research Findings
“Astringent” was the more common term used in the market segment of facial care product users. Segmented into two (2) groups: users of astringent as recommended by dermatologist or other professionals and users of over-the-counter (OTC) astringents. Astringent users were likely to be influenced to use a specific brand by the:
(1) advertisements and endorsers (2) barkadas (friends),(3) family and relatives, particularly older sisters,(4) availability of point-of-purchase materials, (5) professional or expert advice, and (6) perceived effect of the brand on the skin family and/or friends.
FACTS OF THE CASE:
Since March 1993, Mr. Ricky Bautista, president of Vive Chemical Philippines (VCP), had been searching for a marketing firm to introduce and promote the company’s new line of herbal astringents, which the company perceived to be a new product development breakthrough in the facial care industry. In September 1993, Mr. Ricky Bautista, excitedly called his production manager about the possibility of having King Matches Corporation (KMC), a nationwide distributor of consumer products, market the company’s new line of herbal astringents. This product line had been tested in-house and produces highly satisfactory results among selected employees who tried the product.
POINT OF VIEW:
Mr. Ricky Bautista, President of Vive Chemical Philippines (VCP)
PROBLEM:
1. What would be the best target market segment and the product positioning of ProVIVE?
2. What would be the marketing strategy that would help the product positioning of ProVIVE?
AREAS OF CONSIDERATION:
1. Product
Brand name “ProVIVE” claimed an attribute of relaxes stressed skin .Conceptualized as a “natural product”
2. Market study
Participants: Two (2) FGDs: income class b and c between 21-30 years old. Tested among 100 females with the same demographic characteristics as the FGD participants.
3. Qualitative Research Findings
“Astringent” was the more common term used in the market segment of facial care product users. Segmented into two (2) groups: users of astringent as recommended by dermatologist or other professionals and users of over-the-counter (OTC) astringents. Astringent users were likely to be influenced to use a specific brand by the:
(1) advertisements and endorsers (2) barkadas (friends),(3) family and relatives, particularly older sisters,(4) availability of point-of-purchase materials, (5) professional or expert advice, and (6) perceived effect of the brand on the skin family and/or friends.