Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Mentored by:
Ms. Ireene Leoncio
Erum, Cassandra
Sto. Domingo, Ramon
Yaolim, Katrine
August 2014
ACKNOWLEDGEMENT
This marketing plan would not have been possible without the help and support of
various groups and individuals, to whom we show our deepest gratitude and love. In many
ways, they have been very understanding and supportive. These people helped us cope with the
challenges that we faced and helped us overcome any obstacle that came our way. Without them,
For the unending love and support that our parents, family and friends have given us, we
thank you. You all have been an inspiration for us to push through with our journey despite the
numerous times we were unable to be with you because of the sleepless nights we had to
complete our paper. We thank you for providing us the means and resources for our study. You
We would also like to extend our gratitude to Clinique and Este Lauder Companies Inc.
for sharing their time, expertise and knowledge, for they allowed us to experience and
understand their industry and how it works. We thank you for your patience, efforts and the
To our thesis mentor, Ms. Ireene Leoncio, who has been with us and guided us since day
one, we are eternally grateful. We are thankful for all the laughs and problems we have shared
together. You have been an incredible mentor, as you have not only guided us in articulating this
study, but also shared with us important lessons and strategies in marketing. We will always
ERUM. STO.DOMINGO.YAOLIM 2
TABLE OF CONTENTS
I. EXECUTIVE SUMMARY...4
II. SCOPE AND LIMITATION.5
III. DEFINITION OF TERMS6
IV. BACKGROUND...7
V. CURRENT MARKETING SITUATION
A. Industry Study.8
a) Composition, Size and Market Segment..9
b) Projected Growth Based on Trending Previous Growth...19
B. Philippine Mens Skin Care Industry: From Opportunistic
to Aggressive................................................................................................20
a) Masstige Brands Developed the
Philippine Mens Skin Care Market......21
b) Growth & Decline Patterns...22
C. Premium Mens Skin Care Industry
in the Philippines: Introduction Stage...22
D. Trends in the Philippine Mens Grooming Industry.22
E. The Market of Filipino Men: Usership & Significant Buying Habits...24
F. Current Product and Brand Situation
a) The Beginning of Skin Supplies for Men..29
b) Clinique for Men: Introduction Stage31
c) Clinique for Men: 4Ps32
d) Definition of Target Market: Antonio, The Modern Man.36
e) Market Positioning vs. Product Positioning..37
f) Past and Current Marketing Activities...38
G. Competitive Situation
a) Prestige Brands: Competition Benchmark with the Marketing Mix.39
b) Masstige Brands: Source of Long-Term Growth via Upgrading
them to Prestige Brands.....52
c) Philippine Mens Skin Care Brands According to Maslows
Hierarchy of Needs62
VI. SWOT MATRIX.63
VII. SWOT ANALYSIS.65
VIII. GOALS & OBJECTIVES...70
IX. MARKETING MIX STRATEGIES AND PROGRAMS
A. Market Targeting..71
B. Product Development and Innovation Program...76
C. Sales and Distribution Program77
D. Integrated Marketing Communications Program.78
X. INVESTMENT PLANS..97
XI. ESTIMATES OF PROFITABILITY...98
XII. EVALUATION OF RESULTS..99
XIII. REFERENCES...101
XIV. APPENDIX107
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I. Executive Summary
Clinique for Men is a premium mens skin care line developed by Clinique. In line with the
brand, the product line stands by the philosophy that Theres a Science to Looking Good, and
with the use of their products, one is able to create better-looking skin through specific skin care
routines.
Over the years, a small yet growing market of male individuals who highly value the need to
look good grew. They are known as metrosexuals. The development of this market led to the
emergence of Nivea for Men, Ponds Men, Dove Men+ Care, Master, the Kiehls mens line,
Clarins Men and the like, which have now gained popularity over Filipino men. Because of this,
there is a higher level of competition for brands belonging in mens skin care.
The target market of Clinique for Men are male consumers ranging from the age of 24-40
living in the urban areas of Metro Manila belonging to the socio- economic class of AB and
Upper C.
This plan aims to increase awareness on Clinique for Men and to educate the market on how
to use the products properly through various marketing strategies and programs. As the programs
progress along the fiscal year, July 2014 to June 2015, conversion will also be encouraged. The
end goal is for Clinique for Men to achieve increased loyalty among consumers by the end of the
June 2015.
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II. Scope & Limitation
In this Marketing Plan, the retrieved primary and secondary research will serve as the limit of
the mens skin care industry available on a local scale. The data gathered were sourced from
credible, legitimate resources such as Euromonitor, websites of National Statistics Office, Este
Lauder Companies and Clinique, together with the information provided by the company as of
July 2013. The plan is limited to proposing programs based on research conducted on the male
target market.
Clinique for Men is an account under Este Lauder Companies, Philippines, and this
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III. Definition of Terms
Skin care- using techniques and products for taking care of the skin, or improving on
Cleansing- using products to wash and clean out any oils or dirt in the skin, primarily
Aging- represented by wrinkles, fine lines, sagging and dark spots; primarily referenced
to the face
Metrosexual a man of any sexual orientation who spends time and money on his
appearance and lifestyle, and who is not afraid to indulge himself in a traditionally
feminine personal care routine. For this paper, market belongs to ages 24-40 living in the
Toiletries- This includes materials used for taking care of the face and body such as
shampoo, conditioners, shaving creams, facial wash, moisturizers, soap and the like.
Grooming- Ways to which a person takes care of himself or herself; includes shaving,
Urban Areas- areas wherein there is a larger population such as cities where business
centers are present and there is an effort for modernization in the communities.
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IV. Background
The growing popularity of skin care products banks on the existence of imperfections.
Sometimes, the smallest imperfection can dictate how one sees himself, which creates the drive
to buy products that will cure these perceived flaws. Due to the pressures that society has created
for man to constantly look good, the skin care industry has grown to develop and design products
that are customized for each individual. Each type of skin care product is produced to target
specific problem areas, from basic cleansing, moisturizing, acne control, skin type, aging and the
list goes on. Some skin care products contain ingredients that are more powerful than others and
may be more suitable for certain types of skins. In turn, this creates the strong level of
competition among companies, as their products effectiveness is based on the delivery of visible
results.
The variety of choices enables consumers to correctly choose which products or brand is
most apt for their skin type. This is where a level of trust comes in as companies are now able to
teach consumers how to take care of their skin, what products to use and how to use them in
In contemporary times, men have been observed to be more accepting of skin care and
grooming products, veering away from their usual routine of washing and shaving. Companies
have developed various product lines that specifically cater to the male markets needs and
wants. Modern men have detached from the connotation of masculinity and have presented
positive responses to male-specific products. Looking good has translated to feeling good in both
men and women, for Skin care does not only affect physical beauty, but also delves into a deeper
role of improving ones self esteem. Despite all this, it is vital to continue looking for strategies
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V. Current Marketing Situation
A. Industry Study
develop and record their skin care methods and techniques, for it was regarded to be an integral
part of their lifestyle. Combating the hot and dry climate heavily influenced their development
for elaborate beauty regimens and skin care systems that included plant extracts, oils and organic
compounds.
Mens grooming and skin care first started through the use of fragrant oils to treat, cleanse
and moisturize the skin. Myrrh, thyme, chamomile, lavender, olive oil, aloe, sesame oil, and
almond oil served as the most basic ingredients of mens grooming ointments and perfumes.
In the late 1800s, mens grooming and skin care began to lose its popularity. However, it
started to pick up once again in the late 1900s due to the rise of the metrosexual phenomenon
in 2000. This led to the introduction of male-specific brands in categories such as hair care, skin
care and deodorants. Once again, men were starting to become more self-conscious of their
physical appearance.
obsessed cultural offspring of the metrosexual. They are a cross between a porn and sports star,
and are considered the new aged jocks, who feteshize themselves.
In the Philippines, the market for mens grooming showed a current value growth of 6% in
2012, reaching P5.3 billion. Male Filipinos are showing an increased willingness in purchasing
male-specific beauty and personal care products despite the connotation that it decreases
masculinity. In 2012, mens skin care ranked the highest out of all mens grooming categories
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with a 12% increase in current value terms having facial cleansers and toners as the most popular
Due to the increasing overall demand for mens grooming products, the industry is
becoming more competitive with companies such as Unilever and Proctor & Gamble offering a
wider range of masstige products at an affordable price. However, luxury products remain to be
limited to the higher class in society; thus making it difficult for them to penetrate the market.
Source: Kline Report August 2013- Este Lauder Companies Internal Research
Mens grooming is growing all over the world with an overall 3.9% growth rate between the
years of 2011 and 2012. Among others, Asia carries the highest percent of the male population
globally with 60%. With regard to the usage of male grooming products, Asia comes second to
Europe with 24.5% of global sales shares. However, due to the contribution of India and China,
Asia shows a growth rate of 7.2% making it the region that is currently driving the increased
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Company Share
Source: Euromonitor International from official statistics, trade associations, trade press, company research, storechecks, trade interviews, trade
sources
In the Philippines, the company share of masstige brands for beauty and personal care are far
greater than that of prestige brands. As seen in Figure 2, the Unilever Group has a company
share of 22% and ranks the highest among any beauty and personal care company. On the other
hand, Este Lauder Companies Inc., where Clinique is a part of, has only 1% of the total
company share in the Philippines. A local company, Splash Corp. even has a higher company
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2) Company Share for Skin Care
Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade
sources
With regard to company shares for skin care in the Philippines, the Unilever Group remains
to have the highest amount of shares with 28%, doubling a little over Avon (12%). In Figure 3,
Este Lauder Companies Inc. holds a 3% company share for skin care as opposed to its 1%
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3) Company Share for Mens Grooming
Source: Euromonitor International from official statistics, trade associations, trade press, company research, storechecks, trade interviews, trade
sources
For mens grooming (Figure 4), the company shares of Proctor & Gamble take more than
half of the industry with 51%. This is due to Gillettes razors and blades, which accounted for
90% value share in 2012. On the other hand, Este Lauder Companies Inc. has no significant
shares in mens grooming mainly because they are known to be a womens brand.
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Brand Share
Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade
sources
As seen in Figure 5, Unilever led the beauty and personal care in the Philippines with a 22%
value share, for 3 of its brands namely Creamsilk, Sunsilk and Ponds are in the top 5. Clinique,
on the other hand, only takes up 0.5% brand share in the others section (48%) of the graph.
This indicates that masstige brands dominate the total market as compared to prestige brands.
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2) Brand Share for Skin Care
Source: Euromonitor International from official statistics, trade associations, trade press, company research, storechecks, trade interviews, trade
sources
As seen in Figure 6, Ponds has the highest skin care brand share with 13%, followed by
Eskinol with 10%; thus, putting Unilever as the leading firm in both company and brand share
for skin care. They are followed by Nivea and Olay with 10% and 6% respectively. Moreover,
although Clinique is a prestige brand, it was able to obtain a 2% brand share regardless of the
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3) Brand Share for Mens Grooming
Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade
sources
In terms of brand share for mens grooming, Gillettes dominance in the category is caused
by the strong brand loyalty of its consumers, which in turn, gives them the power to beat other
lower-priced brands in the market. On the other hand, Clinique for Men, belonging to others,
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Size
Figure 8. Sales by Skin Care Category (2011) Figure 9. Sales by Skin Care Category (2012)
Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade
sources
In the overall skin care industry, there was an increase of sales by 4% in 2012. This is
because of consumers desire to look good, which led to their willingness to purchase a wider
range of products yielding better results. They consider skin care as a significant factor in
Euromonitor has categorized skin care into three different categories, namely facial care,
hand care and body care. In terms of value growth, facial care has the highest increase of 6% in
2012 as compared to 2011 with 5%. Furthermore, in terms of sales, facial care dominates both
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Value Sales and Growth
is attributed to campaigns launched in 2011-2012, which educated men on their specific needs
that are different from women. In total, mens shaving holds a 55% value share and 45% in
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3) Value Sales of Mens Skin Care
2010 486.2 6.0% brands like Dove Men+ Care and Nivea for
2012 560.5 12% the market. This is also due to the increased
2008 2,633.4 4.2% by this category are from razors and blades. Seventy
2009 2,699.9 2.5% percent (70%) of value sales for mens shaving are
2010 2,763.0 2.3%
disposable razors and blades, for they are readily
2011 2,819.5 2.0%
available even in sari-sari stores. Other than this,
2012 2,897.1 2.8%
consumers are very price-sensitive as they take
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Projected Growth Based on Trending Previous Growth
% Growth - 2% 2% 2%
Source: Euromonitor International from official statistics, trade associations, trade press, company research, storechecks, trade interviews, trade
sources
Mens grooming is forecasted to have a constant growth of 2% within the next few periods.
Over the forecasted periods, mens toiletries will have an average growth of 3.5%. Mens
toiletries will have a better prospect in the years to come compared to mens shaving because the
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Mens skin care, despite its growth in Figure 12 of 12% in 2012 will experience a slower
growth rate for the projected periods as it averages only a 3.3% growth rate.
As mentioned earlier, mens shaving would have a slower growth rate than that of mens
In the past, the skin care industry in the Philippines was dominated by names that catered
only to the women's market. In 1995, Cliniques Skin Supplies for Men was considered one of
the first male grooming products to enter the Philippine market, followed by Old Spice in 2001
and Gillette in 2005 by Proctor and Gamble. At that time, there were limited efforts aimed to
pushing these male-specific products in the Philippines, mainly because they did not see a
market for it. The market was seen as merely opportunistic. Nowadays, masstige brands such as
Master, Nivea, Dove and Ponds have dominated the Philippine market with their male-specific
product lines to address the growing potential market. In turn, this made the industry more
aggressive. Nivea for Men started getting recognition in the Philippines in 2003, Dove
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Masstige Brands Developed the Philippine Mens Skin Care Market
ATL Advertising
BTL Advertising
Talking to X X
Purchaser
Celebrity Endorser X X
Nivea for Men captures its target market by angling its products to be a natural part of ones
daily routine. Its strategy focuses on making men feel that it is their responsibility and own
personal choice to take care of themselves; hence, their tagline being Nivea for Men starts with
you.
Dove Men + Care focuses on the purchaser of their products which are the women. This can
be evidently seen through the brands advertisements. Through these advertisements, they were
able to get the attention of the women by targeting their emotional side, which adheres more to
Master
Master took advantage of Filipino mens love for sports and celebrities. Therefore, they
promoted their products using famous athletes in the Philippines, such as Chris Tiu and Jeron
Teng to capture the interest of the mass market. Their current tagline is even in the native
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Growth or Decline Patterns: Premium Beauty & Personal Care
Products belonging to the premium beauty and personal care category grew 6% in values
sales in 2012 garnering P2 billion. A high demand is seen in products that are able to address
multiple problem areas at a time, and these products are what contribute the most to the industry
growth. Moreover, super premium skin care grew by 10% in the year 2012, with major importers
The premium mens skin care industry in Metro Manila is at its Introduction stage in the
Product Life Cycle, where a small, yet potentially growing market exists. Brands and products
that belong in this industry are encountering losses or low profits due to the high costs companies
spend in investing on research and development, and building awareness amongst the targeted
market. Moreover, given that this industry is at its initial phase, there is low usership since
efforts are still geared towards gaining consumer demand for the product/s.
As mens grooming continues to grow in the industry, more consumers are becoming aware
of the variety of products that companies have to offer. The innovation of male-specific products
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feeds on the frequency of usage in the market. Filipino men belonging to the age bracket 24-40
living in the urban areas of Metro Manila remain to prioritize looking good and maintaining
proper hygiene resulting to an increased willingness to buy and use more products.
In 2012, the industry discovered an increase in need for body care and facial moisturizers
among the metrosexuals. This caused some companies to push these specific products out to the
market. Following this growing demand, unit prices also experienced an increase. However, in
order to maintain affordability among the middle-income consumers, it is important for these
Companies applied different strategies that aimed to educate the emerging modern male
market on the necessity of using their newly developed products. Popular strategies involved
comparisons between men and women when introducing deodorants. It addressed the problem of
over sweating, which is commonly experienced by men as compared to women. This resulted
Although whitening products have only been popular among womens brands, signs show
that the growing metrosexual market are beginning to consider purchasing products that contain
whitening elements as well. This is due to the influence of male brand ambassadors. However,
there are still a few companies, such as Master & Nivea men that have released products under
this category.
Advertising and promotional campaigns have also proven successful in delivering noticeable
improvement in the mens grooming industry among the metrosexuals in Metro Manila. Among
others, Master and Axe used mans natural inclination to sports in promoting their products.
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Furthermore, limited edition tactics are usually done to introduce new product
developments with regards to luxury items. Trials and sampling are often the main strategies
However, due to the budget-oriented culture in the Philippines, premium products still hold
a smaller share of less than 1% in the market as compared to mass products. Fortunately, firms
that manufacture such products cater to a niche market that shows potential growth. LOreals
Kiehls and Este Lauders Lab Series are among the entrants.
The table above shows the male population in the cities in National Capital Region as of
2010, which included Manila, Makati, Taguig, Pasig, Mandaluyong, Marikina, San Juan,
Caloocan, Quezon City, Paranaque, Pasay and Muntinlupa. This represents the potential
Some of the essential products that Filipinos adhere to are, in no particular order, oral care
products, bath and shower products, and hair and skin care products. In the Philippines, people
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have been veering towards using less expensive products; however, there has been a noticeable
change as Filipinos are now switching to using more high-end products due to the rise of income
Figure 20. Total Annual Receipts and Disbursements (in Million Pesos) in National Capital Region
Source: National Statistics Office, 2012 Total Annual Receipts and Disbursements in NCR
The table above shows how rising incomes have resulted to an increase in purchasing power
as well.
been known to continuously pay attention to their grooming despite economic situations,
although spending still decreases and increases accordingly. In 2007, when the economy went
down, spending for personal care decreased as well. Nonetheless, it rebounded in 2011 when
there was a seen improvement in the economic state. Overall, spending on beauty and personal
care rose by 1% over 2010 due to an increase in acceptance of products that were previously
In 2011, deodorants gained popularity over both men and women. The market deemed it as a
necessary part of their daily routine, giving way for the purchase of expensive products.
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Moreover, sun care products remain a low concern for middle-lower income households as they
deem it too expensive for regular use. Upper-income groups have proven to adhere to these kinds
of products for vacation purposes, such as going to beaches and mountain resorts. Small pack
sizes for these kinds of products have gained popularity among mass consumers as they see it as
more affordable.
In relation to buying habits, Filipinos favor going to malls to purchase their needed items.
Consumers often visit malls for clothes, footwear, beauty and personal care products. Families
have become accustomed going to malls instead of parks on family days. Aside from this, the
Internet has also been a channel for retailers to reach their consumers. Filipinos are one of the
most active in social media, having a 93.7% reach. Users range from the ages of 15-54. The
Internet has proven to be effective in communicating information; however, only 17% of the
With the increased advertising of male personal care products and the growing popularity of
the metrosexual market, Filipino men ages 24-40, living in the urban areas of Metro Manila have
become more open to the idea of expanding the use of their grooming products and techniques.
Aside from the usual washing and shaving, they have widened their options, allowing facial
Synovate, a market research firm owned by Aegis group conducted a study on Filipino
Male Vanity. The research included the attitudes of Filipino men towards grooming, personal
care and skin care. The results of the survey revealed that 91% of males admit that looking good
does matter. On top of that, the survey was able to expose the most common products that
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Filipino men use and their reasons for looking good. Perfumes and deodorants show the largest
usage.
Additionally, Manila Times featured an article on mens personal care conducted by Kantar
consumer panels entitled, Men Revolution 2013 Study. Five thousand three hundred male
respondents were surveyed across Asia. The study revealed some purchasing habits of men, such
as how over 50% of Asian men perceive imported brands to be of higher quality. On the other
hand, 60% said that they were always in a rush when visiting stores, and 5 out of 10 are willing
to wait for positive results with the use of their products. Furthermore, consumers belonging to
this market have also been commonly seen frequenting dermatologists clinics, saying that they
are tired of using their wives creams. In line with this insight, Belo Men was created when Belo
According to an article published last October 2011 in Lifestyle Asia, the metrosexual
segment presents to be a very good potential market in the beauty industry. Despite this rising
demand for a larger variety of male specific grooming products, luxury products continue to be
of limited access- available mostly to the upper-income population, such as those in show
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However, an opportunity rises for companies under the mens skin care and grooming
industry in relation to the marital status and age of Filipinos. As the marrying age of Filipinos
declines, a larger portion of the male market wanting to look good may be available for
penetration.
Figure 22. Household Population 10 Years Old and Over by Marital Status and Sex: City of Manila
The marrying age of Filipinos ranging from 30-44 in Metro Manila has declined ever since
2009 and is expected to continue in the coming years. In addition, according to the National
Statistics Office, 45.8% of the population in Metro Manila were never married while 39.1% are.
The rest are categorized as either divorced or live-in. Among the never-married individuals, 51%
were males, while 49% were females. Also, most of these young male professionals are
With the growing overall demand for mens grooming products, the industry is beginning to
experience a strong competitive environment, where companies have recently started offering a
wider range of products at lower prices to target the mass population. Masstige brands have
introduced product lines that have been designed to cater to the metrosexual market.
Other than dieting, exercising and taking care of their skin, fashion has also served as an
outlet for metrosexuals. Nowadays, the modern men go beyond the typical black and white
ensemble as they have started exploring various styles to suit their persona. This is suggestive of
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F. Current Product & Brand Situation
In the year 1967, Dr. Norman Orentreich, a high-profile New York dermatologist first
introduced the simple idea- Great Skin Can Be Created in a US Vogue Magazine article by
editor, Carol Phillips. This idea of his caught the attention of the Este Lauder family, and from
then on, served as the cornerstone of one of the worlds leading beauty and skin care brand
known today.
One year later, Clinique was born as the worlds first hypo-allergenic, dermatologist
designed and 100% fragrance-free skin care range, for the American Academy of Dermatology
suggests that fragrance is one of the most common causes of allergic reactions to skin care
products. Other than this, Clinique first founded the iconic 3-Step Skin Care System (Cleanse,
Exfoliate, Moisturize). Testing of their products undergo a very focused process, such that 600
people are each tested 12 times, and if any one of these 7,200 tests result to an allergic reaction,
Clinique reformulates.
Clinique recognizes the presence of unique skin types and offer intelligent consultations to
determine which type of product will deliver the most effective results to its customers. They
believe in creating an array of products to suit each individual rather than having one product for
all.
However, in 1976, Clinique acknowledged that it was not only the women that needed
attention in achieving great and healthy skin; thus, Clinique Skin Supplies for Men was
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The Birth of Skin Supplies for Men in the Philippines
Clinique, belonging to the Este Lauder Companies group was brought to the Philippines in
1995, which was initially ran under Rustans Commercial Companies. However, in 2011, when
Este Lauder Companies Inc. established a regional office in the country, Clinique separated
from Rustans and began opening freestanding stores around shopping centers in Metro Manila.
Upon initially entering the Philippine market in 1995, Skin Supplies for Men was brought in
together with their product offerings of makeup and womens skin care. Despite the fact that
there was a very small market for men during this time, Clinique wanted to stay true to its
philosophy that the brand can cater to every individual. At that time, the market was deemed
opportunistic; therefore, products of Skin Supplies for Men were simply offered alongside the
other products of Clinique. Furthermore, the level of competition for mens skin care in 1995
was very low; thus, Clinique did not feel the need to invest in many marketing efforts to push the
products since it was contributing less than 1% to Cliniques sales in the Philippines.
In the year 1976, when Clinique Skin Supplies for Men was introduced globally, Clinique
foresighted the needs of men in grooming and skin care even before the market was ready and
had any demand for it. There was a low level of understanding and acceptance for male-specific
products. In turn, the brand had difficulty in penetrating the market resulting to low sales.
Other than this, the product line had an array of variants that catered to specific skin types.
For instance, their scruffing lotion had 4 variants- 1.5, 2.5, 3.5, 4.5. This gave off a complicated
decision making process for men due to the many options they were given. Moreover, Clinique
Skin Supplies For Men was too lengthy of a name, which did not seem appealing to the target
market. Men want an easy, straight- forward skin care regimen that is efficient and effective.
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Furthermore, due to the low promotional efforts focused on Skin Supplies for Men, the
brand failed to make its market aware of their products. This contributed to the product lines
limited success as well. Having all these said, the Clinique opted to revamp the brand and change
Today, the Clinique for Men line adheres to the philosophy that There is a science to
looking good; hence, addresses all areas of concern for mens skin care including cleansing,
exfoliating, moisturizing, shaving and other targeted grooming products. Also, its packaging is
Today, men are more empowered, educated consumer with a stronger eye on grooming.
More men are shopping for themselves compared to a decade ago. Now, one in four men uses
some form of skin care and they are looking for made for men products that speak to their
specific grooming concerns. NEW Clinique for Men is designed to present men with innovative,
custom- fit grooming solutions on their terms. - Agnes Landau, Clinique Senior Vice President,
Global Marketing
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Clinique For Men was launched in Metro Manila, Philippines on May 2014; thus,
belonging to the Introduction stage in the premium mens skin care industry. Currently, Clinique
For Men is garnering only 3% total value sales since its launch. Given this, the brand is still
Product
Clinique for Men sells a badge of honor and exclusivity in every product it offers. It is a skin
care and grooming range specialized for the unique needs of men that will help them achieve
their best and healthiest skin, every day. A brand that any man wants to be seen using.
It follows Cliniques 3-step skin care philosophy of cleanse, exfoliate and moisturize.
Face Wash (Regular and Oil Control)- Non-drying cleansing that removes all traces of
pore-clogging dirt and debris. It also preps the skin for shaving.
Exfoliating Tonic- It removes dry, dead flakes, controls excess oil, reduces the chance of
ingrown hairs and pore-clogging trouble spots, paving the way for smoother and acne-
free skin.
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Step Three: Moisturize
moisturization, while prepping the skin for a traditional moisturizer and providing long
Moisturizing Lotion- This aids in oil-control for a matte, shine-free look, which also
Oil Control Mattifying Moisturizer- A lightweight oil-free formulation for those with
oilier skins. It offers the perfect amount of hydration to normalize oil production and
such as lines, wrinkles and dullness. It contains antioxidants to help protect for future
Clinique For Men also targets to address the side-effects of close shave hazards, such as
bumps and blemishes, and because of this, they developed products to deal with these problems.
Face Scrub- It removes dead skin flakes, excess oil and surface dirt with the help of a
chemical and manual exfoliation action that helps prepare skin for a better shave.
Aloe Shave Gel- It comforts the skin of all skin-types before, during, and after shaving to
ensure an ultra-smooth, close shave while lessening the likelihood of razor burn and
blemishes.
Clinique For Men discovered that the eye area is seen as a constant source of trouble for
men- dark circles and under eye bags rank among the top skin care concerns for men.
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Anti-Age Eye Cream- A lightweight eye cream that delivers intense moisture plus a mix
Anti-Fatigue Eye Gel- It a roller-ball that secretes a liquid gel-serum to instantly cool and
refresh puffy eyes on contact, reducing the appearance of dark circles and brightening the
overall area.
Dark Spot Corrector- A serum formulated specifically for men to treat discoloration and
deliver a visible reduction of dark spots in 4 weeks. It also helps calm and strengthen skin
that has been irritated by shaving and significantly reduces the occurrence of ingrown
hairs.
Price
Oil Control Facial Soap with Dish/Facial Soap 150gm Php 1,250
with Dish
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Place
Department Store.
Promotion
Messaging:
Clinique for Men upholds the philosophy that there is a science to looking good. Latching
on their heritage as the #1 dermatologist developed skin care authority, Clinique was the first
prestige cosmetic company to recognize the different skin care needs of men and provide them
Tactics:
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Given that Clinique for Men is a newly launched product line in the Philippines (May 2014),
the brands recent efforts reveal that their promotions are appealing to the women to purchase
products for their men. This is not only evident in their Facebook page posts, but also through
their Clinique consultants in-store direct selling strategy, where women consumers are targeted.
These tactics allow Clinique for Men to initiate discovery or trial for their targeted market,
Channels:
In hopes to increase awareness and usership, the usage of YouTube and Facebook serve as
communication tools for them to reach their consumers. However, Clinique For Men does not
have its own account. Clinique For Mens latest promos, news, events and products are all
The primary target market of Clinique for Men consists of young professionals belonging in
the age group of 24-40 years old, who have enough income to purchase personal care products,
and belong to the socio-economic class A to Upper C. The brand markets its products to male
consumers living in the urban areas of Metro Manila, who care about their looks and invest in
taking care of their skin. These are people who recognize the need to present themselves well to
the public. Target consumers of Clinique for Men possess the trait of valuing quality in their
purchases- those who have the willingness to buy more expensive products in exchange for
receiving higher quality results. Buyers belonging in this market may also be inclined to living a
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Market Positioning VS. Product Positioning
Among the personal care brands in the Philippines, Clinique is positioned as a prestige
brand. Clinique For Men caters to a consumer specific market, which is men. What distinguishes
prestige from mass brands is their difference in selling price. Those that can be found under
masstige offers products that are more affordable. The diagram above shows where Clinique for
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Delving deeper into prestige brands, Clinique for Men is positioned under mid-prestige and
skin care focused on the face given that the price of its products are mid-ranged as compared to
Shiseido Men, Clarins Men and Lab Series. Kiehls, recognized as one of the direct competitors
of Clinique for Men prices their products slightly lower than the latter, as well as offer hair,
body, hands and feet products. Like Clinique for Men, Shiseido Men offers products focused on
the face; however, it carries more expensive products placing itself under super prestige.
During the time that the product line was still called Skin Supplies for Men, limited
promotional efforts were done. Some of these included changing the environment of the store
every June for Fathers day. The brand also partnered with Jaguar, Lexus, Volvo, golf
tournaments and Mens Health magazine to promote their products. Vouchers and samples were
also given out to consumers for free facial treatments. However, in a year, Clinique would only
Now, Clinique for Men is following the same strategy as the whole of Clinique. They are
still involved with print and digital advertising, such as magazines, newspapers and online
clippings. They also make use of their Facebook page, which is directed to women to be able to
reach the men. Recently, a Facebook application was created for the new Clinique for Men,
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which allowed male consumers to learn more about the products and retrieve free samples in
exchange for signing up with their email addresses and contact information. Because of this,
men have actually been going to the stores to claim their samples. In addition, their Clinique for
Men YouTube video was able to garner over 1,000 likes and 3,000 views within 1 week.
Moreover, the brand focuses on public relations programs to promote their brand by using
events and activations, such as the Clinique for Men launch event they had last May 2014. The
event was featured in Philippine Daily Inquirer, Metro Magazine and Star World. In line with
this launch, press kits have also been distributed to magazine companies as part of public
relations. Also, consultants have been assigned to push Clinique for Men in store counters to
increase awareness.
Merchandising and digital are the key bases that Clinique as a brand works on; however, the
company has not yet invested a lot on promotions that exclusively highlights Clinique for Men as
compared to their womens line. Although, Clinique for Men was recently featured in a newly
G. Competitive Situation
Overview
Founded in 1851, Kiehls first originated as a pharmacy from New Yorks East Village, and
now serves as a pioneering prestige brand in natural skin and hair care. Kiehls blends the finest
natural ingredients, which are sourced from proven and effective botanical and herbal extracts
ERUM. STO.DOMINGO.YAOLIM 39
from all parts of the world to provide their customers high quality skincare. In 2000, the LOreal
Group acquired the brand and currently has over 250 retail outlets worldwide.
Kiehls Mission: We here at Kiehls hope that through the quality of our products, by the
manner in which our day-to-day contacts are concerned with truth, justice, and fairness, we can
in some way communicate to those who may not have been aware of it that these qualities are
eternal and renewable every day, making for better citizens, better firms, and better
communities.
philanthropic causes, such as AIDS research, the well-being of children and the environment.
Product
Kiehls sells external validation to its consumers with every product it offers. With their
heavily descriptive packaging, it gives its clients the assurance that they are getting the best.
Each unit contains scientific facts and a detailed list of benefits upon usage.
ERUM. STO.DOMINGO.YAOLIM 40
o Ultimate Brushless Shave Sunscreen
Cream- White Eagle o Facial Fuel Sunscreen SPF 15
Anti-Aging Body
o Facial Fuel Heavy Lifting
Anti-Aging Moisturizer o Ultimate Man Body Scrub
Soap
o Facial Fuel Anti-Wrinkle
Cream o Cross-Terrain 24 Hour
Strong Anti-Perspirant Stick
o Facial Fuel UV Guard SPF 50
PA+++ o Original Musk Eau De
Toilette Spray
Price
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Place
The products are distributed in various Keihls freestanding stores, which are mostly
KIEHLS BRANCHES
Trinoma
Promotion
Messaging:
A brand that started off as a pharmacy based in New York City, Kiehls banks on its history
for continually pioneering natural skincare and using only the most natural ingredients. This is
how the Kiehls builds its customer trust and loyalty. The brand does not show-off, but rather
lets its products do the convincing. Kiehls does not only devote its expertise on women, but also
Tactics:
Kiehls promotion utilizes word of mouth marketing, free sampling, PR and digital
communication through the active use of their social media platforms, such as Facebook, Twitter
and Instagram. Online contests, promotional codes and in-store events encourage their
consumers to interact and build a relationship with the brand. Their newest brand ambassador in
the Philippines is Francis Libiran, an international Filipino fashion designer. Kiehls does not
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make use of traditional or above-the-line advertising, for their business model was built on
Moreover, with regard to their mens skin care and grooming line, the promotional materials
used by Kiehls portray the men to be very masculine through comic-like aviation officers.
Instead of going for a serious tone, Kiehls adds fun and color to attract its customers.
Channels:
Overview
known for developing one unique philosophy- Develop a dialogue with women to satisfy their
desires for well-being and respect them by offering a range of the best plant-based skin care
Although Clarins has been known as a womans brand, in 2002, Clarins saw the need to
create a specific range of products just for men; hence, Clarins Men was born. Clarins Men,
Long live mens skin, contains an array of effective no-nonsense products to keep mens
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Product
With every product it offers, Clarins Men sells internal assurance to its consumer. It
makes the consumer feel that by purchasing Clarins Men, he is giving himself the best.
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Anti-Fatigue Eye Serum 20ml Php 2,650
Place
Clarins Men is exclusively available at the following Rustans Department Stores:
Promotion
Messaging:
Clarins lives and breathes the value of love. They create their products out of love, for
they recognize every beauty need and desire of each individual. It is important for them to
always listen to their consumers in order to offer and provide them the very best. Clarins is
always open to accompany, guide and give advice to their consumers. They believe that with
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Tactics:
Listening to their clients is a top priority of Clarins as it enables them to establish an open
dialogue and sense of respect; therefore, a client card can be found in every retail product.
The client card is a way for their clients, men and women to share their opinions, which in
turn, influences the creation of future products. Furthermore, every feedback given by a client
is responded to in a personalized manner, which allows their consumers to feel more secure.
Channels:
In the Philippines, Clarins Men is not active in their promotions. In-store advertisements
is their most prominent form of promotion. Unlike other Asian countries that carry Clarins,
the Philippines does not have its own Facebook page. Only the United Kingdom has its own
Product
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Anti-Age Eye Cream
Anti Fatigue Eye Gel
Dark Spot Corrector
Antiperspirant Deodorant
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Refueling Wash
Cross-Terrain 24 Hour
Strong Anti-Perspirant Stick
Original Musk Eau De
Toilette Spray
Clinique
for Men
Kiehls for
Men
Clarins
Men
Although Clinique for Men, Kiehls and Clarins Men offer similar products, Clinique for
Men banks on their dermatologically tested and developed products that are proven to work-
Theres a Science to Looking Good. However, they offer fewer choices of products than that
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of their competitors. This may lead consumers to purchasing other brands where they can readily
get a mix of products that offer skin care, body care and hair care.
Price
The pricing strategy of Clinique for Men is based on a marketing oriented approach, where
its prices are benchmarked from its competitor and the goal is to offer a parity pricing. The brand
utilizes strategies that would not affect the price of its products; therefore, employing cost cutting
measures.
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200-250 Php 1,250-1,400 Php 1,250-1,295 Php 1,450
Therefore, pricing of Clinique for Men against prestige mens skin care brands are seen
to be competitive.
Place
SM Megamall (Free-
Standing)
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Department Department
Store) Store)
Greenbelt 5 (Free-
Standing)
Promotion
Clinique for Mens promotions can be seen as conservative as the brand is constricted
with globally imposed rules and guidelines that they are required to follow. Given the prestigious
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brand status of the product line, they do not feel the need to aggressively use above the line
advertising.
Masstige Brands: Source of Long Term Growth via Upgrading them to Prestige Brands
Overview:
In 1922, Nivea introduced its first product for men, The Nivea Shaving Soap, which was
later on followed by their shaving cream for men a few years later. This ignited a spark for Nivea
to address the needs of mens unique skin care problems. In 1980, they created the alcohol-free
After Shave Balm, which revolutionized mens skin care, for it allowed men access to aftershave
that relieved irritants from shaving. From this, they were able to establish a demand for skin care
products that catered to mens wants and needs; thus, Nivea for Men was born. It created a daily
Product:
Nivea sells the value of security with every product it offers. Its products are focused on the
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o Extra Whitening Moisturizer
o Cool Kick Spray Pore Minimizer SPF30
Price:
Place:
Nivea for Men has no stand-alone branch and it can be found in all leading groceries,
supermarkets, drugstores and department stores in Metro Manila, such as Watsons, Mercury
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Promotion:
Messaging:
Nivea Men has everything a man could need with its complete array of high-performing
products that is not only simple to choose from, but also easy to use. Nivea is not afraid to say
that they know what men want and that they understand the needs of men more than anyone.
Nivea Men aims to make men realize that taking care of ones skin is a part of his lifestyle and
daily routine.
Tactics:
Nivea Men is aggressive when it comes to above-the-line advertising, for they are actively
present in billboards, TV commercials and print-ads. Other than this, Nivea Men also focuses on
their public relations program/events- collaborations with gyms, marathons, which target mens
active lifestyles. When it comes to social media, they have their own Facebook page, where they
communicate with their consumers by giving them bro tips and showing posts about skin care
and grooming. In addition, Nivea Men ventured in having a fun online game application in
Facebook when they launched a new product, Nivea for Men Oil Control: Multi-Effect 8.
Channels:
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Overview
Dove started in 1957 in America with its patented beauty-cleansing bar that consists of
moisturizing cream and claims to rinse better than soap. Now, Dove is creating awareness
towards its Dove Men + Care and is focused on making men feel more comfortable with their
own skin.
Product
Dove Men + Care sells a consumers individuality with every product it offers. It stands on
o Extra Fresh
o Extra Fresh
Antiperspirants
Price
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Body
Php
59.75-165.00
Place
Dove Men + Care can be found in leading supermarkets, department stores and drugstores in
Metro Manila.
Promotion
Dove Men + Care focuses more on public relations as it aims to target men on being more
comfortable with their skin. They have a YouTube page dedicated for Dove, which showcases
videos that encourage people to understand Doves fight for natural beauty. They also use other
social media sites like Facebook for their mens line; however, it lacks constant activity. Their
Dove Philippines Facebook page was recently used as a medium to promote Dove Men + Care
Messaging:
Just like the mother brand, Dove Men + Care caters to ones emotions. Whether youre a
man or a woman, you have the right to care for yourself and others. Dove Men + Care aims to
help men understand that caring for their skin is not something to be ashamed of but rather, a
responsibility he must be proud of. Caring for ones self is innate in a man.
Tactics:
Dove Men + Care relies heavily on PR with its YouTube videos and Facebook ads, which
show how real men should act. The underlying tactic here is that they focus on the buyer, which
are the women. Women are more prone to impulse buying and are subject to being more
emotional than men. However, because of the heavy below-the-line advertising, they have
created awareness among men as well. Last Fathers Day, their Facebook page was filled with
ads that showed a mans duty as a father, which adhered to the emotions of both men and
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women. Other than this, Dove Men + Care is actively present in all mediums of above-the-line
advertising.
Channels:
Official Website
Radio ads
Below the line advertising
o Posters Facebook 22,466,488 likes
(facebook.com/DovePh)
o Out of Home
Twitter 6,519 followers
o Others (@DovePh)
Overview
One hundred sixty years ago, Ponds was born in New York by the introduction of
Theron T. Pond, who is known for creating Ponds famous skin cream. Pond believes that beauty
needs to be celebrated and not idealized. Ponds Men first launched its range of products in
Indonesia and was recently launched last March here in the Philippines. Through heavy research
and development, Ponds Men discovered that men want their skin to look brighter and
energized. Given this, the Ponds Men formula consists of coffee bean extract, which allows the
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Product
Ponds sells the sense of belongingness with every product it offers. This can be seen with
their advertising approach, which involves the use of celebrities, Xian Lim, Anton Del Rosario,
o Face Moisturizer
Price
Place
Ponds Men can be found in all leading groceries, supermarkets, department stores and
drugs stores.
Promotion
Since their launch last March, Ponds Men has been bombarding the market with its below
and above-the-line advertisements. Famous male celebrities like Xian Lim, Anton Del Rosario
and Rico Blanco serve as the faces of the brand. Other than this, Ponds Men has been all over
social media sites, and even has bloggers that featured them. They are active in promoting their
product on Facebook, Twitter, and Instagram. In addition, several Ponds Men billboards can be
Message:
ERUM. STO.DOMINGO.YAOLIM 58
Ponds Men is all about energizing and revitalizing mens skin. They want their consumers
to not only look and feel good about themselves, but also to feel energized in everything they do.
This is the function of the coffee bean extract present in the product.
Tactics:
Ponds Men blasted every advertising strategy available to its consumers. They even had a
big event to launch this new line. They were all over TV, radio and print ads, as well as in social
media sites like Facebook, Twitter and Instagram. Furthermore, they hired well-known celebrity
Channels:
Overview:
Master was founded in 1972, and is known to be the biggest facial care brand for men. It has
a wide array of face products from facial washes, cleansers and moisturizers. Master believes
that it is important to educate men on how to properly take care of their skin and remove excess
oil.
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Product
Master sells a sense of practicality to its consumers with every product it offers. They
market their products to be seen as an essential item that one does not need to spend too much
on.
Price
Place
Master is available at all leading supermarkets, department stores, drugstores, and groceries
nationwide.
Promotion
Master is heavily exposed in the sports industry in the Philippines. The brand is seen in
every PBA and UAAP game. The brand also employs sampling for events concerning the PBA
commercials and print ads in newspaper and magazines are utilized to increase awareness and
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sales. Furthermore, Master makes use of celebrity endorsers like Chris Tiu, Mark Pingris and
Message:
Masters message is simple, yet effective. The brand believes that they are the secret to
being handsome and putting your game face on. Using Master instantly makes any guy become
the fresh looking, oil-free face man that you have always wanted to be. They want men to leave
their past oily and dark skin behind, and proceed to a brighter, clearer future.
Tactics:
Master is active in TV commercials, radio and print ads. They also have billboards along
EDSA and posters in malls; however, they are mostly known for being the sponsor of the PBA,
UAAP, and any event related to basketball. Because of their partnership with PBA and UAAP,
they have small booths or stalls that offer sampling and purchases of their facial products. They
have celebrity endorsers, Chris Tiu and Jeron Teng, who are both young, handsome and most
especially, very influential endorsers to the mass market. In terms of their social media sites, they
are very active in promoting basketball games and holding contests for its followers. Their most
Channels:
(facebook.com/MasterPhilippines) (@MasterGameFace)
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Philippine Mens Skin Care Brands According to Maslows Hierarchy of Needs
In Figure 26, masstige and prestige mens skin care brands were classified according to
Maslows Hierarchy of Needs. The diagram displays what specific need each brand fulfills.
Master belongs to the first stage of this model, for its product is practicality. It is seen as
an essential item in ones basic hygienic routine and comes at a pocket-friendly price. In the
second stage, Nivea Men fulfills ones security and safety needs since its product focuses on the
functionality it provides its consumers. On the other hand, Ponds Men and Dove Men + Care
are categorized in the third stage, which satisfies ones belongingness and love needs. When
using Ponds Men, a consumer is able to feel as if he is a part of the in crowd, given that
famous local celebrities serve as their endorsers. On the other hand, Dove Men + Cares product
is individuality, where every man does not feel left out in the trend of being comfortable under
his own skin. When it comes to the fourth level of Self-Esteem, prestige brands Kiehls and
Clinque for Men can be found in this stage. Kiehls product is external validation, where the
brand makes its consumer feel that he is giving himself the best. However, Clinique for Mens
ERUM. STO.DOMINGO.YAOLIM 62
product is a badge of honor and exclusivity making any man proud to be seen using this brand.
In the fifth level is Clarins Men, whose product is internal validation; thus, belonging to the stage
of Self-Actualization. Men that use their products have achieved a sense of fulfillment in their
achievements; therefore, they provide themselves the best by using Clarins Men.
Having all this said, Clinique for Men must be able to identify the internal and external
Opportunities: Threats:
promotions industry
masstige brand
consumers
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8. Presence in social
media
ERUM. STO.DOMINGO.YAOLIM 64
by competitors.
A. Strengths
Cliniques already well-established brand contributes in giving Clinique for Men the
credibility of a skin care brand. Given that it is known as a prestigious brand in the industry,
brand awareness is not a problem. Their logo, stores and packaging can already be easily
identified with the brand. Their products have been well-known to offer hypoallergenic
ingredients and for pioneering the 3- Step Skin Care System, this makes it less difficult for
Clinique to stand out in the skin care industry. This was also validated through the UAI survey as
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Gift with purchase strategy
Considering the positive response of Filipinos to promotions, the gift with purchase
strategy gives the consumers a sense of value for their money. Together with every purchase
comes some other free product/s for the consumer to try and enjoy.
The Clinique team stays well connected with people from magazines, the press and other
media personalities because of the PR kits they send out to them, they work with the media with
regards to their print and digital advertising, not to mention the events they create to showcase
their brand. Because of this, they are in constant communication with people from the media
Clinique pays heavy attention to how their salespeople deal with the customers. The staff
undergoes product trainings to ensure that they are able to deliver the best recommendations for
the buyers. Branches also provide a technological system to identify your specific skin type aside
from the face to face consultations. With the variety of products that Clinique offers, it can be
difficult to identify the use of each. This is why Clinique provides knowledgeable consultants in
their branches who can competently answer questions about the Clinique for Men products. In
turn, this helps build a good relationship between the brand and consumer by instilling trust. This
was also validated in the UAI survey as Clinique for Men users recognized this and ranked 2nd in
terms of Knowledgeable Sales People among other mens skin care brands.
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Globally supported company
Being part of a global brand, they recognize the difference in needs and wants of various
countries. This will make it less difficult for Clinique for Men to produce products that they may
Their stores are located around malls and department stores in Metro Manila making it
easily accessible for the consumers. Given that Filipinos are fond of going to malls, this proves
favorable to the brand. Luxury department stores also help in reaching their target market.
Clinique for Men offers unique and useful formulations that cater to each individual.
With this, every individual is able to get a focused and customized product for his specific
problem area. This shows that Clinique for Men can create great skin for anyone.
With the growing popularity of social media in the Philippines, it benefits Clinique for
Men that they have already connected themselves to the market through Facebook. Being active
on social media may contribute to creating awareness with newly launched product lines.
B. Weaknesses
Compared to masstige brands that take up majority share of the male market in the
Philippines, Clinique for Men offers its products at a more expensive rate. New consumers may
choose to lean towards other brands because they are more affordable.
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Since Clinique for Men is still at the introductory stage in the product life cycle, many are
not even aware that there is such a product line. Masstige brands such as Nivea Men, Dove Men
and Master hold majority of the male market in skin care. Low awareness affects the level of
usership and promotion of the brand negatively. This was validated through the UAI survey as
The introductory stage also suggests that there is still low usership of the products.
Clinique for Men only contributes 3% in the total sales of Clinique. This may lead to loss in
profitability within the product line. Furthermore, the UAI survey revealed that out of the 26%
that are aware of the product line, only 18% have actually tried the products.
One of the brand issues that Clinique had with the former Skin Supplies for Men was low
promotion. Promotional efforts were very limited when it came to their mens product line. So
far, the revamped Clinique for Men has had a launch event and Youtube videos. However, the
line is still having difficulty in achieving a larger share in the sales of Clinique and in the market
as well. Moreover, 74% of the respondents from the UAI survey said that they have not seen any
In connection to low awareness, Clinique is also perceived as a womans skin care and
makeup brand. The brand may find difficulty in penetrating a different market due to this
general assumption. Men may be less inclined to enter a Clinique branch seeing it as a womans
store. This was also validated through the UAI survey as 36% out of the 82 that do not use
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C. Opportunities
Clinique may take advantage of mans natural inclination to sports. Mens personal care
brand, Master, has used this strategy to specifically target the male market. They made use of
The Philippines is one of the most active users of social media. Numerous promotions
are posted on the internet everyday and it has proven to be a good place for advertising. The UAI
survey also showed that the highest level of exposure that consumers have with regards to below
Many brands take advantage of special occasions to promote their products. Fathers Day
is one of the most recent occasions where brands came out with special promotions to attract
customers. 72% from the UAI respondents claimed that they are more inclined to buying when
The growing demand for health and fitness indicates how people are increasingly finding
more ways to take care of themselves. This is an advantage for personal care products as the
The UAI survey revealed that majority of the respondents use masstige mens skin care
brands. Nivea for Men posed the highest number of responses when it came to top of mind brand
with 27%. Followed by Dove Men+ Care and Master with 22% each. This data validates the fact
ERUM. STO.DOMINGO.YAOLIM 69
that there is a potential market among the male sector, however, a big portion of this market
D. Threats
Because of the more expensive prices of Clinique for Men, some consumers consider
buying masstige products due to affordability. The other specific products of Clinique for Men
may also be deemed unnecessary by the market. It is a challenge for Clinique for Men to find
Consumers who buy abroad can be a contribution to Clinique for Mens sales in the
Philippines. Other brands that are not available here in the Philippines pose as competition as
Given that metrosexuals are considered part of a growing market, more brands may later
on recognize the need to produce a male specific product line as well. More competition will
always be a threat for any firm who wishes to maximize their share in the market.
Aspiration to be like these personalities is what drives them to buy the products. Clinique does
not use any celebrities, they focus on the credibility of their products in their promotions.
The overall goal of Clinique for Men is to be the top of mind brand in the market among its
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A. Short-Term (1 year)
- To increase Clinique for Men sales from 3% to 6% within the total sales of Clinique
- To increase awareness of Clinique for Men among the primary target market to 50%= 85,451 of
- To increase market share to 2% in the mens skin care industry in Metro Manila
- To increase Clinique for Men sales to 8% within the total sales of Clinique
- To increase awareness of Clinique for Men among the primary target market to 70%= 119,632 of
- To increase market share to 4% in the mens skin care industry in Metro Manila
- To increase Clinique for Men sales to 10% within the total sales of Clinique
- To increase awareness of Clinique for Men among the primary target market to 100%= 170,903 of
- To increase market share to 6% in the mens skin care industry in Metro Manila
A. Market Targeting
Market Size
Market Size
ERUM. STO.DOMINGO.YAOLIM 71
Primary Target
Antonio Cojuangco is a dashing 28 year old bachelor, working as a project manager for
Huddle Room, an advertising agency in the Philippines. He lives in One Serendra, Bonifacio
Global City and is earning at about Php130,000 a month. He lives a very fit and active lifestyle,
ERUM. STO.DOMINGO.YAOLIM 72
loves to travel and party out with friends. Hes very particular with how he presents himself to
others by making sure he looks his best before leaving the house. His motto in life is Work
ERUM. STO.DOMINGO.YAOLIM 73
workers/friends Shower/toilet
Get back to work at Brush teeth after
1:00pm-1:30pm Check social media
When back at the office, sites for news/trends
go to the bathroom. Call up friends if
(Brush teeth, re-apply there is something
cologne) happening or invite
Resume work at 1:50pm friends to party
to 2:00pm Check any work
Check social media sites related emails
for news/trends
ERUM. STO.DOMINGO.YAOLIM 74
ERUM. STO.DOMINGO.YAOLIM 75
friends
Mondays, Wednesdays, and Mingle with new
Fridays: friends
Check social media Get more drinks
sites for news/trends
Watch news if any still
on
Sleep at 1:00am-1:30am
Clinique for Men banks on the idea that there is a science to looking good. Similar to
that of the whole brand, their mens product line stands on the belief that great skin can be
created with the right products by customizing a routine for each individuals concerns. Being a
brand that has been in the skincare industry since 1967, Clinique for Men has no problem with
the most suitable product for him. Men prefer a self- serve type of approach, having information
readily available for them upon purchase. This is why each store offers the Skin Care Diagnostic
ERUM. STO.DOMINGO.YAOLIM 76
tool equipped with Apple Ipads that are able to assess the consumers skin type, view product
categories and address main concerns to make their customers feel that they are being given the
best recommendation of quality products. Going inside a Clinique store will make you feel well
taken cared of by the consultants as they make sure that each customer walks out with the
satisfaction of knowing that he bought the right mix of products for his skin care routine.
Brand Positioning
Clinique for Men is established in the industry as a premium brand catering to the socio
characteristics of Clinique products wherein they assure their consumers of high quality skin
care. Considering that the brand belongs in the high end side of mens skin care lines, it is
important for Clinique for Men to differentiate itself aggressively among its competitors in order
to achieve market share. They do this by offering the feeling of exclusivity for every man that
One of the main things that Clinique is known for is their 3-Step Skin Care System,
wherein there is a process to enhancing ones facial care routine. This is the reason behind their
tagline, Theres a Science to Looking Good. The image that they portray in the market is
clean, simple and sophisticated. They continuously develop unique products that target different
concerns and focus on creating great looking men. Moreover, Clinique for Men is known for
selling high end products because of its more expensive price range. Although, in exchange is
the certified range of high quality products as well. Clinique for Men in the Philippines carries
ERUM. STO.DOMINGO.YAOLIM 77
Since Clinique for Men runs under a global company, products are manufactured
internationally. Therefore, the brand is only in charge of its distribution in the Philippines. Being
a prestigious brand, Clinique for Men employs selective distribution, wherein they only have a
few retail stores in Metro Manila. They sell through both independent boutiques and high-end
department stores like Rustans. All of their branches in Metro Manila are located in malls such
as SM Aura, Shangri-la, Megamall, Southmall, Mall of Asia, Trinoma, Gateway, Alabang Town
Center, Rockwell and Makati. This is due to the high concentration of income in Metro Manila,
according to National Statistics Office data. There is no recommendation of change for any of
the distribution strategies being implemented in Clinique for Men. There is no necessary change
ERUM. STO.DOMINGO.YAOLIM 78
All digital aspects of this integrated marketing plan will contribute to the continuous
presence of Clinique for Men in the industry and the market. While special promotions will be
held every other month. Seasonal promotions will aid in bringing customers back to the store as
72% of the UAI respondents said that their products last for 1-2 months.
82% of the respondents from the UAI survey do not use Clinique for Men. 45 out of 82
were not aware while 29 out of 82 said that they thought it was only for women. With the Php2
million budget for the fiscal year, this plan will consist of programs that are heavy on digital
brands such as Belo, Bridgestone, Amway, Revlon and Magic 89.9, there is a 36% internet
penetration rate in the Philippines, 34% penetration in social media and a 101% in mobile usage,
inclusive of non smartphone users as of 2014. The average time that a person spends online
using laptop or desktop is 6 hours and 12 minutes while it is 4 hours 48 minutes on their mobile
phones.
The programs of the plan that will involve any digital aspect such as online promotions
will have to be accessible via mobile. This is because 31% of the total population of the
Philippines uses mobile internet and 62% use social media on their phones.
According to the US Census, the top activities Filipinos engage in on mobile are photos,
videos and music. Seventy-eight percent (78%) of the Philippines population have been on
social media sites for the past month. Facebook leads as the number one site used for the past
month with 69%. Since Clinique for Men is a prestigious brand and is priced at a higher rate,
consumers will tend to collect information before purchasing the product. Research shows that
81% of consumers look at product reviews online for verification before their actual purchase.
ERUM. STO.DOMINGO.YAOLIM 79
The survey results show that the top of mind mens skin care brand in the Philippines is
Nivea, acquiring 27% of the respondents answers. Dove Men+Care and Master then followed it
with 22% of the total respondents each. When asked what advertisements they remembered
seeing for the past week, 52% recalled seeing Masters television commercial while 49%
remembered Nivea Mens. The data shows how advertising is in fact an effective approach to
Advertising Programs
Clinique for Mens in store advertising will serve as support to all the legs of this plan. It
will help in the increase of awareness as well as usership of Clinique for Men. Special occasion
promotions will occur in the branches of Clinique. According to the survey conducted, the
highest usage of skin care and grooming products are facial wash, deodorant and fragrances.
78% of the respondents use deodorants, 72% use fragrances, 52% use facial wash and 50% use
moisturizers on a regular basis. This information can be used so the consultants in each store will
IN STORE ADVERTISING
TARGET MARKET Loyal Clinique Happy for Men consumers, Potential and existing Clinque
All stores including free standing and those under Rustans Department
COVERAGE
Store
Months without specific in store activities are due to the constant presence
MECHANICS
of consultants in the stores who sell their products.
ERUM. STO.DOMINGO.YAOLIM 80
(August- 2 weeks) All branches of Clinique will have easels holding
Clinique for Men hard posters standing outside of the selling area. The
look of the stand will be exuding a classy, savy vibe that will catch the
attention of passers by. The NEW Clinique for Men Available Inside
will be written on the posters with a simple black background. In line with
the launch of the Clinique for Men microsite on October 2014, consultants
for the newletter by providing their e-mail addresses. Mini tent cards on
counters will be present to support the launch of the Clinique for Men
microsite.
(November 2014) In line with the Happy for Men loyalty program,
gifts for their loved ones. The poster will say Looking for his perfect
will say Make him Happy! with the Clinique for Men logo and a
ERUM. STO.DOMINGO.YAOLIM 81
(June 2014- 2 weeks) A Fathers day poster will be displayed outside the
Fathers day.
Easel board 18x24 inches- Php112,000 for 4 branches; Tent cards (25
COST
pcs.)= Php3,000
QUANTITATIVE:
Only 26% of the respondents are aware of Clinique for Men. Therefore, in
loyal Clinique users. Considering that 90% of Clinique walk ins are
BENEFITS QUALITATIVE:
According to the UAI survey, 72% are more inclined to buying products
the products. By taking advantage of the special occasions and short term
immediately.
Clinique for Men will target two main magazines, Mens Health and Esquire. Page
advertisements and product features will be the focus of the product line. The two magazines
were chosen in order to maximize the reach of male readers. Furthermore, Clinique has
previously tied up with similar publications like Womens Health, therefore, partnering with its
ERUM. STO.DOMINGO.YAOLIM 82
counterpart would be easier. 76% of survey respondents also admit to being exposed to print
media.
PRINT ADVERTISING
COVERAGE Print
example, Clinique for Men will provide an exclusive story for the
businessman, athlete, pilot and a doctor and what type of Clinique for
Men products are most suitable for them and their lifestyle.
Concept 3: Skin care through the Ages, featuring how different men of
Press kits containing Clinique for Men products will also be given out to
advertisement.
ERUM. STO.DOMINGO.YAOLIM 83
Clinique for Men should also encourage more features on their Oil
skin as the most common concern among men with 31% of the
respondents answers.
QUANTITATIVE:
BENEFITS among Clinique for Mens target market. With regards to the stories, it
will help educate the market on how to properly take care of their skin and
what products of Clinique for Men are available for their skin type or
concern.
Viral videos have been used by many brands to communicate its message via online
mediums. It is one of the ways which significantly contributes to creating awareness across a
wide range of consumers. One of the successful online videos was of the brand Old Spice in
February 2010 when they repositioned themselves to The Man your Man could Smell Like.
The video hit 16 million views within the first 5 months and the brand gained significant market
share. Their sales increased to 107% by July 2010. Burger Kings, Subservient Chicken
video got hundreds of millions of views. This was able to save the company money as they got a
Various brands have done viral videos such as Coke, Evian, PLDT and Mcdonalds.
ERUM. STO.DOMINGO.YAOLIM 84
CLINIQUE FOR MEN VIRAL VIDEO
Social media users, Primary target market, Existing Clinique users (men
TARGET MARKET
and women), Potential Clinique users
COVERAGE Online
Clinique for Men video will be posted with the objective of it going viral.
The concept of this video will be pegged after buzz feed articles that are
now a trend in Facebook. The title of the video will be 5 Things Men
Dont Know that Women Want. Different types of women will be saying
traits that they want in a man and how looking good is an additional bonus
to those qualities. The use of women aims to target the male market to
watch the video while the concept will deliver the message that there are
looking.
making it viral. The microsite that will be promoted alongside the video
Clinique for Men products will be given to them for product feature as
well.
Potential bloggers:
ERUM. STO.DOMINGO.YAOLIM 85
When in Manila- wheninmanila.com
Video Production= Php 80,000; Facebook Page Post Ads- Php 300,000
COST for 60,000 clicks running for 3 months; Yahoo In Stream (2 months)-
Php150,000
QUANTITATIVE:
Given that 90% from the survey are exposed to social media and it was
ranked as the highest level of exposure among the respondents, this video
will aim to increase awareness to 50% with the help of using a viral video
to 60,000 clicks for 3 months to ensure high level of traffic in the video,
BENEFITS
which will then also lead to the microsite. Furthermore, this will be able
QUALITATIVE:
The video will aid in helping the market remember Clinique for Men and
Clinique.
The microsite will be linked to the main Facebook page of Clinique Philippines. This will
help in giving Clinique for Men customers a clearer and faster way of getting information about
ERUM. STO.DOMINGO.YAOLIM 86
CLINIQUE FOR MEN MICROSITE
Social media users, Primary target market, Existing Clinique users (men
TARGET MARKET
and women), Potential Clinique users, In store customers
All stores including free standing and those under Rustans Department
COVERAGE
Store, Online
The microsite of Clinique for Men will be exclusively for the product line.
The site will exude the look and feel of Clinique for Men as it aims to
veer away from the feminine image of Clinique as a brand. It will contain
Php5,000
QUANTITATIVE:
BENEFITS
This will contribute to increasing awareness as well as aim to educate a
significant portion of the target market on the products that Clinique for
Men has to offer and the proper techniques to be used in order to achieve
QUALITATIVE:
ERUM. STO.DOMINGO.YAOLIM 87
contribute in building a more manly image for the product line, Clinique
for Men.
The Philippine Golf Tournament Inc. holds about 15 tournaments annually held in the
countrys leading golf courses. They are known to be one of the richest tournaments among
golfers. They are also involved with major sponsors such as Mizuno, Nike Golf and Sharp.
Clinique for Men will partner with golf tournaments like the PGT
MECHANICS Clinique for Men products will be provided to raffle out in the tournament
QUANTITATIVE:
This will contribute to the goal of awareness and at the same time,
tournaments like this will help Clinique for Men maintain and build its
ERUM. STO.DOMINGO.YAOLIM 88
prestigious image and credibility.
The Manila International Auto Show has been held annually since 2005 and is the biggest
auto exhibit in the Philippines. Over 500,000 attendees have participated in the show and 200
Clinique for Men will partner with Manila International Auto Show
(MIAS)- the biggest motoring and driving event in the Philippines held
every summer. To signify the partnership, the Clinique for Men logo will
MECHANICS be present in their posters. Other than this, a short segment in the exhibits
bags of Clinique for Men products will be raffled out during the exhibit
QUANTITATIVE:
This will contribute to the goal of awareness and at the same time,
The Manila International Auto Show is the perfect event for the brand to
ERUM. STO.DOMINGO.YAOLIM 89
in various luxury hotels, real estate companies and airline companies with
the goal of educating its employees on proper facial care using Clinique
for Men products. Given that the job of the participants require a high
level of interaction with people, looking their best is always a must. The
skin. This may also include a workshop for its female employees using
permitted.
- Fairmont Hotel
- Shangri-La Hotel
ERUM. STO.DOMINGO.YAOLIM 90
Potential Real Estate Companies:
- Ayala Land
- Megaworld Corp.
- Rockwell Land
QUANTITATIVE:
The workshop will aid in associating the idea of looking good and taking
The Happy for Men fragrance is the 6th SKU out of all the products that Clinique offers.
To take advantage of this, Clinique for Men will use this as an avenue to introduce other skin
care products in the line. According to the UAI survey conducted, 26 out of 26 that were aware
of Clinique for Men revealed that they are aware of Clinique Happy for Men.
TARGET MARKET In store Clinique Happy for Men male customers, social media users
All stores including free standing and those under Rustans Department
COVERAGE
Store, Online
MECHANICS The loyalty program is designed to target the existing Clinique Happy for
ERUM. STO.DOMINGO.YAOLIM 91
Men users. Loyal Clinique Happy for Men consumers will be heavily
into trying or purchasing other Clinique for Men products. For every
facial will be given to the male consumer either in voucher form valid
within the month or on the spot redemption. Products from the Clinique
for Men line will be used during the facials. The facials will encourage
consumers to take the first step to achieving great looking skin with
Clinique for Men. The consultant that will be conducting the facial should
educate and explain to the consumer the proper usage and benefits of
Clinique for Men. This will be promoted through Facebook, the Clinique
COST N/A
QUANTITATIVE:
This will create awareness among the target market and facilitate in
teaching them how to use the products and the significant benefits of
BENEFITS QUALITATIVE:
Consumers will be able to experience the product before buying it. The
the brand and consumer, assuring them of high quality products. This will
ERUM. STO.DOMINGO.YAOLIM 92
Clinique for Men will partner with Golds Gym for a running promotion
for the month of January in the microsite. This partnership will allow
Clinique for Men to provide products that will be readily available for
for Men will host an online promotion to target potential clients of Golds
Gym. This will be promoted in the Facebook page of Clinique and Golds
Gym to further enhance the media mileage of the brands involved. The
MECHANICS posts on each brands Facebook Page must lead consumers to Clinique for
members may avail of one free private session with a Golds Gym trainer
available per code. The codes will be released in the microsite. Availment
gym.
QUANTITATIVE:
BENEFITS
This will contribute to the goal of awareness and at the same time,
ERUM. STO.DOMINGO.YAOLIM 93
encourage usership of Clinique for Men. In addition, this will increase
QUALITATIVE:
Since January is a month when individuals want to start going back to the
gym after the holiday season, the timing of the promotion will be able to
Clinique for Men will host an online contest for Fathers Day in the
timeline
MECHANICS
- Post and caption your favorite DADmazing captured father-
Among the entries submitted, the top 3 best DADmazing moment and
caption will receive a Clinique for Men Fathers Day Special Kit (Happy
ERUM. STO.DOMINGO.YAOLIM 94
for Men, Oil Control Facial Wash, Anti-Age Moisturizer, Exfoliating
Tonic).
Other than this, Clinique branches will adjust store environment such as
promoted in-stores as the perfect gift for dads for a selling price of
Php4,999.
COST Set up and materials for instore- Php20,000; 200 pouches= Php24,000
QUANTITATIVE:
The online contest and change in store layout will drive the increase in
when there are promotions, making this online contest a good opportunity
BENEFITS QUALITATIVE:
positive brand image. The store adjustments aim to draw more consumers
ERUM. STO.DOMINGO.YAOLIM 95
Public Relations Programs
those who have supported them over the year. At the same time, products
called Nest Bar in Bonifacio Global City. There will be an estimate of 30-
50 guests. The event will be at mid day enabling the guests to catch the
sunset. Black cocktail tables will be present to help give the place a
MECHANICS
Clinique for Men vibe. Stations will be present around the venue for
guests to view the exhibited products, each station will have a Clinique
for Men product and a description of how it is used, for who and what
type of skin it is most suitable for. However, given that the most common
concern of men is oily skin with 31% of the respondents in the UAI
answering such, the Oil Control Mattifying Moisturizer will be the main
focus of the exhibit. At the end of the night, giveaways will be given out
to the attendees.
COST Php429,500
ERUM. STO.DOMINGO.YAOLIM 96
QUALITATIVE:
The goal of doing this event is for Clinique for Men to build a stronger
relationship with the media. They may also choose to write or talk about
BENEFITS the event and the Oil Control Mattifying Moisturizer creating more
awareness for the brand. The exhibits will be able to showcase the of the
X. Investment Plans
ERUM. STO.DOMINGO.YAOLIM 97
In line with the goals and objectives of this marketing plan, the table above shows the
target sales of Clinique for Men for the following years. The values are based on the 26% sales
contribution of Clinique to Este Lauder Companies. It was then further broken down to the
sales of Clinique for Men (CFM) which contributes 3% in the total sales of Clinique. It is
assumed that the cost of goods sold is at a constant 40% at industry standard. Furthermore, since
this study only focuses on one product line, the group assumed that 20% of the total selling and
ERUM. STO.DOMINGO.YAOLIM 98
Although sales will increase for Clinique for Men, the first fiscal year is expected to incur
a loss of Php355,627 due to the fact that the product line belongs to the introductory stage of the
For break even analysis per year and month, see appendix
During Phase 1 (Create Awareness) the measurement for success of the in-store activities
will be through the increase of Clinique for Men sales to Php 5,481,241 by the end of this fiscal
year, increase in store engagement and increase in male visitors for Clinique for Men. For print
advertising store traffic during their releases will be the gauge of its success. While the viral
videos measurement of success will be through the number of Facebook page post ad clicks
(60,000 clicks), the number of bloggers who seeded the video, and the number of Youtube
views.
The next phase, Phase 2 (Credibility Builder) includes the launch of the microsite. The
measurement of its success is through the level of web traffic in the site, the number of
newsletter members delivered via in-store activities and the increased number of male likers in
the Clinique Facebook page. The Happy for Men Loyalty program on the other hand will be
measured through the number of facials given to male consumers, and the increase in sales of
Clinique for Men products. As of now, there are 1,078 Clinique for Men customers, these
Following this is Phase 3 (Encourage Usership). The number of attendees in the golf
tournament and auto show will signify the number of hits in terms of awareness. The increased
web traffic and visits in the microsite will also indicate the success of the said programs.
Furthermore, the increase of sales and the number of unique visits to the store will measure the
ERUM. STO.DOMINGO.YAOLIM 99
level of success of these efforts to convert the market into using Clinique for Men. Given that the
Golds Gym partnership is an online promotion that is dependent on the microsite, its success
will be measured through the increased number of site visits as well as increase in sales for
Clinique for Men. For the workshop tour, the measurement of its success will be measured
through the number of attendees, on-the-spot purchases and increase in sales thereafter. The
achiever 3% increase at the end of fiscal year will determine whether the integrated marketing
Phase 4 (Culminating), will include the Clinique for Men Exhibit and the Fathers day
special. The exhibits success will be gauged through post-event product features and articles
that will be written by the press, number of media attendees and the increase in sales of Clinique
for Men. The Fathers Day measurement of success will be through the number of participants in
the contest, increased number of visits in the microsite and increase in sales of Clinique for Men.
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<http://www.census.gov.ph/sites/default/files/attachments/hsd/article/TABLE%2010%20Total%2
0Annual%20Receipts%20and%20Disbursement%20by%20Income%20Class%20and%20by%20
Region%202012.pdf>.
41 Harris, B. 2013. Weber State University. The Validity of Viral Video: Does It Really
http://dc.weber.edu/cdm/ref/collection/SMT/id/19
A. UAI Questionnaire
Good
day,
we
are
students
from
De
La
Salle
University
conducting
a
survey
on
mens
skin
care
in
the
Philippines.
Name:_____________________
Birthday:___________________
Gender:____________________
Occupation:_________________
Address:____________________
Civil
Status:
__________________
Are
you
currently
employed?
___Yes
___No
Considering
the
income
of
the
members
of
your
household,
which
category
of
total
MONTHLY
household
do
you
belong
to?
Employed
___
Php
3,000
to
7,500
___Php
7,501
to
15,000
___
Php
15,000
to
30,000
___Php
30,000
to
50,000
___Php
50,001
and
above
Highest
educational
attainment:
____None
____Gradeschool
____Highschool
____Bachelors
degree
____Masters
degree
AWARENESS
Here
is
a
list
of
mens
skin
care
brands,
which
are
you
aware
of?
FM
OM
Aided
Tried
Learned
from
where/who/what?
Kiehls
Clinique
Nivea
Dove
Ponds
Clarins
Master
Others:
___________________________________________________
USAGE
9. Do
you
use
skin
care
products?
___Yes
___No
10. If
yes,
what
type
of
products
have
you
tried?
____________________________________
13. How
often
do
you
use
skin
care
or
grooming
products?
_____To
look
good
_____To
feel
good
_____
Special
Occasions
_____Satisfy
Basic
needs
20. What
motivates
you
to
buy
skin
care
or
grooming
products?
_____Less
than
a
month
_____1-2
months
_____3-4
months
_____5-6
months
_____7-
more
months
25. How
many
skin
care
or
grooming
products
do
you
own
or
use?
______
26. Who
buys
your
personal
care
products?
___
myself
_____Wife
_____family
_____Others:
27. What
products
did
you
buy
along
with
your
skin
care
or
grooming
products?
________________________
39. Please
rate
each
brand
of
skin
care
or
grooming
product
on
each
of
the
characteristics
that
you
rated
in
importance
(5
Excellent,
4
Very
Good,
3
Satisfactory,
2
Very
Satisfactory,
1
Needs
Improvement)
___Availability of product
___Effectiveness
___Packaging
___Size
40. What type of media are you most exposed to? Rank 1-3 with 1 being the highest
Age
6%
24-30
21%
31-35
73%
37-40
Address
Quezon
City
18%
San
Juan
City
26%
Paranaque
City
12% Alabang
11%
Navotas
7%
Pasay
City
Civil
Status
6%
Single
Married
94%
Household
Income
Php
50,001
and
Currently
7%
above
Emloyed
22%
Php
30,001
to
50,000
0%
51%
Php
15,001
to
Yes
30,000
20%
100%
No
Php
7,000
to
15,000
Educational
Attainment
7%
Bachelor's
Degree
93%
Master's
Degree
Fragrances
26
100
Deodorants
4
100
Sun
Products
4
56
Oil
Control
Cream
3
56
Anti-Aging
Cream
8
44
Eye
Cream
3
28
Acne
Control
4
64
Post-Shave
Cream
5
58
Pre-Shave
Cream
4
76
Moisturizer
17
78
Exfoliation
Products
7
48
Cleansing
and
Facial
Wash
26
100
Tried
Belo
Men
2
Master
41
Pond's
28
Dove
50
Nivea
58
Clinique
18
Kiehl's
25
0
10
20
30
40
50
60
70
Yes
No
1%
Dove
2%
Kiehls
6%
14%
Cetaphil
6%
Belo
men
22%
Ponds
1% Master
3% Vaseline
1%
Kiehls
18%
1%
Bench
2%
Rexona
4%
Old
Spice
2%
Belo
Men
Derma
10%
Loreal
Man
14%
3%
Expert
1% Aesop
Abroad 6
Online 2
Supermarkets 42
Department Stores 35
0 10 20 30 40 50 60 70
Sampling 31
Celebrity Endrosements 29
Advertisements 46
0 10 20 30 40 50 60
28% Yes
72% No
biggest
50%
middle
46%
smallest
9% Dental Products
0 5 10 15 20 25 30
Online 14
Events 6
Newspaper 4
Magazine 22
Radio 0
0 10 20 30 40 50 60 70 80
Precieved
as
a
woman's
brand
36%
Happy
with
current
55%
brand
Others
20% Others
Dry
Skin
12%
19%
Oily
Skin
Uneve
Skin
tone
9%
Acne
31%
6%
Sun
Damage
Pores
19%
Daily
Cleansing
4%
Price
6
0
Clinique
Kiehl's
Pond's
Dove
Nivea
Master
Belo
Men
Availability
of
Product
6
0
Clinique
Kiehl's
Ponds
Dove
Nivea
Master
Belo
Men
0
Clinique
Kiehl's
Pond's
Dove
Nivea
Master
Belo
Men
Effectiveness
6
0
Clinique
Kiehl's
Pond's
Dove
Nivea
Master
Belo
Men
Packaging
6
0
Clinique
Kiehl's
Pond's
Dove
Nivea
Master
Belo
Men
Size
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Clinique
Kiehl's
Pond's
Dove
Nivea
Master
Belo
Men
0
Clinique
Kiehl's
Pond's
Dove
Nivea
Master
Belo
Men
0
Clinique
Kiehl's
Pond's
Dove
Nivea
Master
Belo
Men
0
Clinique
Kiehl's
Pond's
Dove
Nivea
Master
Belo
Men
Smell/Scent
6
0
Clinique
Kiehl's
Pond's
Dove
Nivea
Master
Belo
Men
0
Clinique
Kiehl's
Pond's
Dove
Nivea
Master
Belo
Men
TV 80
Radio 62
Print 76
0 20 40 60 80 100
In Ps Million
2007 1,072.8 -
Mens deodorant grew to 8% in 2012, despite its lowest growth in 2011 (5%). It reached its
In Ps Million
2007 112.9 -
As seen in Figure 15, the growth rate of mens pre-shave has not been significantly growing
in the past years. This may be because of the shift of attention to mens facial cleansers and
toners.
In Ps Million
2007 67.7 -
growth rate of -8.0% in 2012, as people seem to buy less of this category.
Mens deodorant will continue to see a decline in its growth rate throughout the forecasted
periods.
Mens pre-shave will also experience a stable declining growth rate 0.56% throughout the
forecasted periods.
Mens post-shave will continue to decline until it ceases to grow or decline in 2017.
Product
Dove Men + Care Body and Face Washes Very simple packaging,
o Clean Comfort one solid color and a
o Deep Clean touch of a lighter color
o Extra Fresh to show different
Body and Face Bars variants of a product
o Deep Clean Color of packaging is
o Extra Fresh cool dark grey.
Antiperspirant Similar to Clinique for
o Clean Comfort Mens packaging
o Extra Fresh
Facial Foam
o Clean Comfort
o Deep Clean
o Extra Fresh
o Spray
o Roll-On
Whitening for Men Roll-On
Moisturizing Shaving Foam
Extreme Comfort Shaving Gel
Extra Whitening Facial Foam
Pore Minimizer
Extra Whitening Moisturizer
Pore Minimizer SPF30
Anti-Aging Facial Foam Q10
Anti-Aging Age Repair
Moisture Gel Q10
Active Care for Men
Multi-Effect 8 Face Wash
Multi-Efect 8 Moisture Gel
Multi Effect Cooling Volcanic
Mud Foam
Whitening Acne Oil-Control
Cleanser & Scrub Pore
Minimizer
Revitalizing Body Lotion
Clinique for
Men
Dove Men +
Care
Ponds Men
Master
Price
Invisible for Black & White Power Spray 150ml Php 196.00
Invisible for Black & White Power Roll-On 50ml Php 89.75
Place
Clinique
for
Men
Dove Men
+ Care
Nivea
Men
Ponds
Men
Master
Instagram Instagram
(@DovePh) (@pondsph)
-1,507 - 4,930
followers followers
MASTER
Twitter
(@MasterGameFace)
-2,165 followers
Instagram
(@mastergameface)
-1,441 followers
Posters:
Tent Cards
Store Layout
The table above shows the target sales necessary for Clinique for Men in order to reach break
Due to the fact that various products carry different prices, an average selling price of
Php1,800 was used for standard computation of the break even point in units per month.