WATSONS

DIGITAL PITCH FY19

WHERE WE ARE
Consumers today are fazed with many options and
also places where to buy them from.
 The reality today is also apparent online, with so many assets, and
footprints available pertaining to all these products and stores.

1,382, 521 181, 179

FOLLOWERS FOLLOWERS
880, 350
FOLLOWERS

880, 350
1, 008, 194
FOLLOWERS
FOLLOWERS

214,892 158, 373

FOLLOWERS FOLLOWERS
Within the category brands seem to be doing the same thing
—focusing on products.
 Within the category brands seem to be doing the same thing
—focusing on products.

BEAUTY MNL

MERCURY
Mercury has 4 posts a day on
Facebook solely focused on
Beauty MNL has 11 posts on Facebook solely
promoting their products
linking to their e-commerce platform.
on-shelf and CRM.
 WATSONS
49% of Watsons post are posts that link to e-
commerce. However, the main difference among the
other posts are simply the links to the website.

Even when we look at Watsons, we are doing the same

thing, we are not really standing out of the clutter.
 ALL OF THESE BRANDS ARE CATALOGUES ONLINE.

BEAUTY MNL MERCURY DRUG WATSONS

WHO WE ARE TALKING TO
The reality is consumers care more about experiences that are singularly meaningful to them rather than a
catalogue of products.
LIFESTYLE STATEMENTS (STRONGLY AGREE) - BEAUTY LEGEND: Moms, Females, Males
Philippines, Millennial Moms, Females, & Males SEC ABC
The reality is consumers care more about experiences that are singularly meaningful to them rather
than a catalogue of products.
LIFESTYLE STATEMENTS (STRONGLY AGREE) - BEAUTY LEGEND: Moms, Females, Males
Philippines, Millennial Moms, Females, & Males SEC ABC

It is important to me to continue to develop skills throughout life.

I always strive to achieve more in life.

I like to challenge and push myself to be the best I can in life.

I like to challenge and push myself to be the best I can in life.

I would rather spend money on a unique experience than a status brand when buying
products and services, I always like to seek an expert’s opinion before purchasing it.

I would buy a product / service simply for the experience of being part of the
community around it.
BRAND’S ROLE IN CONSUMER’S LIFE - BEAUTY
For beauty and health, more than the product they are looking for brands that help them achieve a level of fulfillment.

LEGEND: Moms, Females, Males

Philippines, Millennial Moms, Females, & Males SEC ABC
Also, in making that purchase decision, consumers look at social as way to
instantly crowdsource advice from their peers.
i.e. What product to buy; what medicine to use;
what beauty regimen to apply

LEGEND: Moms, Females, Males

Philippines, Millennial Moms, Females, & Males SEC ABC

Posted a review of a
product, company, or
service

Reviews in Blog and vlogs; and also

I regularly inform friends online communities and forums.
and family on new
products/services
KEY FINDINGS:

For them, everything is

about experience.

More importantly, they are looking for the brands

that help them achieve what they need to in life
—a certain level of fulfillment.

Decision-making is a crowdsourced activity

and answers are easily gathered.
TARGET MARKET:
Millennial Moms 25 to 35 years old
Single MF, 25 to 35 years old
ABC1

These consumers are exposed to the outside world via digital. Be it on Facebook, and other
social platforms, they are on whatever is happening today. On beauty and health they search
about the latest brands finding the benefits along with the best deals. Indeed, they are
invested on their desired life today and they want to achieve it as fast as they could.
INSIGHT:

Consumers today are driven by their goals and aspirations.

“When buying products, I am motivated by my desired outcome, my desired goals.”

ROLE OF THE BRAND:

To position Watsons as the approachable and knowledgeable expert that you can
trust to help you achieve your beauty (look good) and health (feel great) goals.

RTB: World’s largest beauty and health retailer group, expert

when it comes to health and beauty.
WHAT
WHAT IS NEXT FOR
IS NEXT FOR WATSONS
WATSONS
OBJECTIVE:
To increase Watson’s equity as the trustworthy and caring retailer for
both beauty and health.

ROLE OF DIGITAL:
To become the go-to for people who want to achieve
their beauty and health goals.
 CONTENT PILLARS

LIFE ENRICHMENT STORY LEADING PURVEYOR STORY BRINGER OF VALUE STORY READY TO SERVE STORY
Uplifts TM’s knowledge and Answer the TM’s beauty and Encourage the TM to try and Reassure TM that Watsons
skills on both beauty health needs. purchase Watsons products. knows them and makes them
and health. feel like a valued customer.

Digital material that shows Digital material that Digital material that happily Digital material that
that Watsons is relevant and Watsons has what you need shows that Watsons = great Watsons = welcoming and
generous in its beauty and for health and beauty. deals and great prices. helpful as it takes care of its
health knowledge. customers

AWARENESS-CONSIDERATION CONSIDERATION CONVERSION LOYALTY

Prime the TM through creating a need Communicate the role of the brand Product offers that drive trial and Experience that takes care of its
for our products and ownable RTBS purchase; deals an rewards the customers.
reassure their customers loyalty
 EYES
It serves as a touchpoint for
DIGITAL discoverability where different digital
MEDIA channels (Search, Social, Display and
HEAD Video) depending on the consumer
The website is the journey will be maximized.
information center where WEBSITE
everything about the brand
and product are taken from VOICE
It serves to curate and distribute
MESSENGER information on both brand and product
in the tone of the
HEART
knowing expert.
It is the platform that tugs on the
emotional needs and wants of our HE
INSTAGRAM
consumers through health and beauty
lifestyle content

FEET
It gives you mileage through
announcing new products and
interjecting health and beauty related
conversation
HANDS
It gathers more consumer to our
community by engaging them
FACEBOOK
through several types of content
hinging on our health
and beauty expertise.
TWITTER

PLATFORM ECOSYSTEM