Integrated Marketing Communication Plan

For
Belo Whitening Soap


By


Group 6
Daya, Hexene
Morales, Jody
Santiago, Maria
Tobasco, Ramon
Wakui, Jenica

4CA5
















Professor Bong R. Osorio
2
1. WHERE ARE WE
1.1 MOTIVATION
There are different factors that motivate a consumer to purchase a product. The
tables below show the different factors that urge the consumers to buy the
product.

Figure 1. Motivation for Purchasing Belo Soap

Respondents were asked to rank their motivation in buying beauty soaps
from most important to least important (1-most, 3-least). Figure 1 shows that the
most important factor for buying whitening soap is that it repairs damaged skin.
The least important factor is that it helps whiten their skin.











0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Repairs skin damage makes my skin flaw-
less looking
helps me whiten my
skin
3
2
1
3

Figure 2. Consumers who buy beauty soaps

In Figure 2, out of the 100 respondents of our survey, only 69% buy and
use beauty soap and 31% do not purchase any brand of the product.







1.2 STANDING IN THE MIND
1.2.1 BRAND AWARENESS
69%
31%
Yes
No
4

Figure 3. Whitening Soap Brand Awareness

Figure 3 shows the brand awareness among the respondents. The most popular
brand is Dove, garnering 85%. Belo Whitening Soap is second with 73%. The least
popular brand is Camay, with only 45% of the respondents being aware of the product.




0 20 40 60 80 100
Brand Awareness
Brand Awareness
Kojic Whitening Soap 64
Belo Whitening Soap 73
Camay 45
Silka 67
Likas 65
Dove 85
5

Figure 4. Consumers who buy Belo Whitening Soap

Figure 4 shows how many people actually buy Belo Whitening Soap. From the
73% that know about the product in figure 3, only 13% buy it.


Figure 5. Awareness of Belo Tagline
13%
87%
Yes
No
98%
2%
Yes
No
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Figure 5 shows the percentage of people who are aware of the Belo tagline, Only
Belo touches my skin, who touches yours? It shows how effective their campaign is,
only it doesnt necessarily translate into sales.


Figure 6. Advertising Mediums

Figure 6 shows which advertising medium is most effective when it comes to the
dissemination of the brand to the consumers. The chart shows that 88% of the consumers
found out about Belo Whitening Soap through television ads, while 41% saw billboards
about the product. 36% of the respondents say that they came to know the product by
word of mouth, while 19% and 18% saw advertisements through the newspaper and
Internet ads, respectively.










88
19
41
18
36
Advertising
TV Newspaper Billboards Internet Ads Word of Mouth
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1.2.2 BRAND PREFERENCE


Figure 7. Brand Preference

Figure 7 shows the preference of the respondents of each brand. The chart shows
that 59% of the respondents are more likely to buy Dove. From the 100 respondents, only
5% prefer Belo Whitening Soap.





1.3 STANDING IN THE MARKET

0
10
20
30
40
50
60
Category 1
Dove 59
Likas 8
Silka 3
Camay 1
Belo 5
Kojic 17
Safeguard 5
Zest 0
Palmolive 2
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According to the June 2013 Euromonitor International of Bath and Shower in the
Philippines, whitening is still a dominant feature in batch and shower. Producers compete
in pricing to make sure that their products can appeal to the buyers. Companies like
Proctor & Gamble and Unilever give a certain discount when buying packs of three for
their soaps. Bar soap is has the largest share of sales, having 60% share of the value sales
in bath and shower. Bar soap still remains the top choice for local consumers. In the
Euromonitor, it states that the key platforms for competition are price, brand popularity,
perceived benefit and the strength of advertising. Most products focus on whitening since
the perception of beauty in the Philippines is connected to fair complexion.


Figure 8. Sales of Bar Soaps

8280.4
8404.5
8488.5
8658.3
8918
9167.7
7800
8000
8200
8400
8600
8800
9000
9200
9400
2007 2008 2009 2010 2011 2012
Sales of Bar Soap
Sales of Bar Soap
9

Figure 9. Top 5 Company Shareholders in 2012


Figure 10. Top 5 Brand Shares in 2012

48%
17%
15%
10%
10%
Bath and Shower NBO Company Shares
2012
Procter & Gamble
Splash Corp.
Johnson & Johnson
Colgate-Palmolive Philippines
Unilever
45%
17%
16%
11%
11%
Bath and Shower LBN Brand Shares in
2012
Safeguard
Johnson's Baby
SkinWhite
Dove
Palmolive
10
Figure 9 and 10 shows the top five companies and brands that control most of the
bath and shower market. The product, Belo Essentials is not even on the list which means that
the brand is lacking in market shares.

1.4 MARKETING MIX
1.4.1 PRODUCT


1.4.2 PLACE
Belo Essentials are found in most leading supermarkets, groceries, drug
stores and convenience stores.







1.4.3 PROMOTIONS
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12



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2. WHY ARE WE THERE
2.1 SWOT ANALYSIS
2.2 COMPETITIVE ANALYSIS
2.3 SYNTHESIS
2.4 KEY MARKETING OPPORTUNITY
3. WHERE DO WE WANT TO BE
3.1 PRIMARY TARGET MARKET
3.2 PSYCHOGRAPHICS
3.3 COMMUNICATION OBJECTIVES
3.4 MARKETING OBJECTIVES


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4. HOW DO WE GET THERE
4.1 Creative Brief: Belo Essentials Whitening Body Bar
The Philippines is a country that suffers from poverty, making it hard for Filipinos to
allocate money for beauty and wellness. More often than not, people who splurge
themselves on lavish beauty products are ridiculed, after all why would you spend so
much on yourself if there are so many of your Filipino brothers dying from hunger.
Vicki Belo, founder of the Belo Medical Group has a vision of making every Filipino
beautiful thus giving birth to the Belo Essentials Products. Belo is deemed ambitious for
having this dream but by strategizing properly, this dream may be achieved.
This brief capitalized on Belos vision and the perception of the mass and their
acceptance towards the concept of beautification.

4.1.2. COMMUNICATION OBJECTIVES

1. To garner interests among consumers and as well as the non-
consumers
2. Establish a long and lasting image for the Belo Essentials Products
especially the body bars section
3. Increase brand awareness and consumer demand
4. Advocate BEAUTY as something that can be achieved not only
by having fair skin but also by possessing a kind and helpful
nature.

4.1.3. TARGET MARKET
The working class under the B, C, and upper D, socioeconomic brackets.
Generally Filipinos, regardless of sex who wants to achieve a beautiful
and fair skin.

4.1.4. CREATIVE STRATEGY

4.1.4.1.BENEFIT
Belo Beauty Bars are specially formulized for the Filipino skin under the
expertise of dermatologists led by one of the best dermatologist in the
country, Vicki Belo herself. The beauty bar does not only deliver a fair skin
but also moistures, remove dead skin cells, exfoliates, and has skin agents
that will make the skin absorb the nutrients that the beauty bar carries.


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4.1.4.2.SUPPORT
From the roster of Belo Beauty Essentials, there are two variants of the
beauty bars namely: Moisturizing Whitening Body Bar with Nourishing
Skin Vitamins and Smoothening Whitening Body Bar with Exfoliating
Microbeads. The variants are strategically made for different types of
Filipino skin thus giving the consumers a chance in choosing something
that will suit their needs.

4.1.5. KEY CONSUMER INSIGHT
Like any other part of the Filipino work force, I want the fruits of my
labour to be worth it. I am looking for products that commit to its
promises. Every day, I go home tired from work but I still want to have
time to take care of myself. I want a product that will not only make me
noticeably and visibly fair but a product that will also cleanse and
rejuvenate my skin however, I cannot use so much of my money on beauty
products.

4.1.6. DESIRED TARGET RESPONSE
Belo Beauty Bars are a great investment in my groceries. It commits to its
promise of a fair skin and it makes me feel special because Belo is a trusted name
in making celebrities achieve their beautiful skin. It also gives me a chance to
pamper myself because of its relaxing scent. I trust the products under the Belo
Essentials line and will continue patronizing it. It makes me glow inside out!

4.1.7. TONE and MOOD
Effective, Fair, Elegant, and Trustworthy.

4.2. BIG IDEA:
BE BELO BEAUTIFUL, BEAUTY THAT IS INSIDE OUT!

4.3. ADVERTISING COPY:
BE BELO BEAUTIFUL

The original tag line of the Belo Essentials campaign Only Belo touches my skin, who
touches yours is actually great however, Belo is associated with expensive plastic surgery
treatments that only the likes of her endorsers could only afford. To tap into a wider
market we will invent the concept of being Belo beautiful.
Being Belo beautiful means being keeping a calm and kind attitude despite of the entire
daily ruckus that an average person has to go through. May it be the crowded MRT or
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noise at EDSA. It also means to highlight the beauty of Filipinos kindness and
achievements. It will highlight an aspect of beauty that is different among its competitors.
Beauty that wades away through what its competitors is implying, beauty that is actually
uplifting and empowering not only women but as well as men. Being Belo beautiful
means being good at what you do, being smart, being kind, and inspiring others to do
good, and do well every time.


4.4. STRATEGY

4.4.2. The campaign will start off by highlighting the kindness and good-doings of the Belo
Essentials Product line, no other than Vicki Belo herself. Belos charity works lack
publicity, it is a good image for her because it gives a message that even if she
capitalizes in a luxurious business, and she still gives back to her fellow men. She
herself will be the grounding for Belo Beauty.

Social media exposure of Belos charity work will be strengthened. Below are photos of
her past charity works.
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4.4.2.1.Blog Features

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Screenshots from: (http://blogs.belomed.com/ike-and-nena-belo-foundation-helps-
cancer-kids/)

Blogs like so will make it easy for people to search what Belo foundation does. It will
also be recommended for the client in whole to establish a web site solely dedicated
to her foundation namely Ike and Nena Belo foundation, named after her parents. It
will show Belo being beautifully and genuinely helpful towards the needy.

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4.4.2.2.PR Efforts

Screenshot from: (http://www.philstar.com/entertainment/538374/belo-charities)

The press should also be tapped for a better reach in public in order to be sure that the
message of Belo being charitable, being a good role model among her colleagues will
reach our target market. The press will be a good priming agent for the campaign;
people will also associate the name Belo, not only in dermatology or plastic surgery
but in charitable works as well.

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4.4.3. The next step of the campaign is the re-launching of the Belo Essentials with the
integration of the concept Belo Beautiful. This part of the campaign will use multiple
non-traditional media vehicles such as special events.

4.4.3.1.Lifestyle launch




Major broadsheets and magazines will be invited to the re-launching of the Belo
Essential line with the integration and emphasis of the Belo Beauty. It will be a night
of enjoyment and special celebrity guests will also be invited over. The event will be
held in a hotel ballroom. The event will give a clear image of what Belo Beauty is
about and how every Filipinos could be Belo beautiful.

MANILA BULLETIN


mb.com.ph
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4.4.4. The last phase of the campaign will be the highlighting of the Belo Essentials Beauty
Bar.

The product will be endorsed by Filipinos who are renowned for their talent and are
beautiful. The new theme will make itself if unique among its competitors.
Television, radio, print, and out-of-home advertisements will be utilized in order to
highlight the beauty bar.

4.4.4.1.Partnerships
The beauty bar will reach every assigned target market. A partnership with various
beauty boxes such as the B.D.J. or Belle de Jour beauty box will be established.

The B.D.J. beauty box is an effective way of making people experience the beauty bar.
It is a box filled with various products such as cosmetics and skin care protection. Users
also have a portal for evaluation of the products online.

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B.D.J. box review column.

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5. ARE WE GETTING THERE