Clinique

A Marketing Plan
Submitted to the Faculty of the

Marketing Department
College of Business
De La Salle University
In Partial Fulfillment of the Requirements

For the Degree of BS Marketing Management
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,
this once in a lifetime journey would not have been as amazing.
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
are all forever in our hearts.
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
information you have provided us to accomplish our paper.
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
cherish and hold these lessons as we move on to the future.
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

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.

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
marketing plan has been provided a budget of Php 2 Million.
Geographical Scope: Philippines

III. Definition of Terms
Skin care- using techniques and products for taking care of the skin, or improving on
problem areas; includes the face and parts of the body
Cleansing- using products to wash and clean out any oils or dirt in the skin, primarily
used for the face
Moisturizing- used for hydration of the skin through trapping in moisture
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
urban areas of Metro Manila, class A to Upper C.
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,
skin care and body care
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.

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
order to get desired results.
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
to build a stronger relationship with them.

V. Current Marketing Situation
A. Industry Study
The Ancient Egyptians (3,000BC-1,070BC) are considered to be the pioneering culture to
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.
In a recent article by Washington Post, a new breed of metrosexuals known as
spornosexuals is currently emerging. Spornosexuals are described as hyper-sexualized, body
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

with a 12% increase in current value terms having facial cleansers and toners as the most popular
skin care product used by men.
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.
Composition, Size & Market Segments
Figure 1. Male Grooming Products Global Standing
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
progression of male grooming in the world.

Company Share
1) Company Share for Beauty & Personal Care
Figure 2. Beauty and Personal Care Company Shares (2012)
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
share of 4% compared to global ones.

2) Company Share for Skin Care
Figure 3. Skin Care Company Shares (2012)
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%
beauty and personal company share in Figure 2.

3) Company Share for Mens Grooming
Figure 4. Mens Grooming Company Shares (2012)
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.

Brand Share
1) Brand Share for Beauty and Personal Care
Figure 5. Beauty and Personal Care Brand Share (2012)
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.

2) Brand Share for Skin Care
Figure 6. Skin Care Brand Share (2012)
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
strong dominance of masstige brands in skin care.

3) Brand Share for Mens Grooming
Figure 7. Mens Grooming Brand Share (2012)
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,
possesses only 1% in brand share.

Size
1) Sales by Skin Care Category
Figure 8. Sales by Skin Care Category (2011) Figure 9. Sales by Skin Care Category (2012)
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
maintaining a fair and spotless complexion.
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
hand and body care with 62.7%.

Value Sales and Growth
1) Value Sales of Mens Grooming
Figure 10. Sales of Mens Grooming: Value (2007-2012)
Figure 10 represents the 6% increase in sales
for 2012. In Euromonitor, mens grooming is
categorized into two- mens toiletries and mens
shaving. As of 2012, mens shaving leads in terms
of sales. Although in terms of growth, mens
toiletries increased to 9.2% as compared to mens
shaving with 2.8%. The growth of mens toiletries
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
mens toiletries within mens grooming.
2) Value Sales of Mens Toiletries
Figure 11. Sales of Mens Toiletries: Value (2007-2012)
Source: Euromonitor International from official statistics, trade

In Ps Million associations, trade press, company research, store checks, trade
interviews, trade sources; For a detailed value sales report of
Deodorants, see Appendix.
Year Value % Growth
2007 1,692.9 - The bulk of sales generated from mens
2008 1,801.9 6.4% toiletries comes from mens deodorant (1518.3
2009 1,934.1 7.3% in Ps million in 2012), and is followed by mens

2010 2,085.7 7.8% skin care (560.5 in Ps million in 2012).
2011 2,186.2 4.8%
2012 2,386.3 9.2%

3) Value Sales of Mens Skin Care
Figure 12. Sales of Mens Skin Care: Value (2007-2012)
Source: Euromonitor International from official statistics, trade

In Ps associations, trade press, company research, store checks, trade
interviews, trade source
Million
Year Value % In 2012, mens skin care surpassed all of

Growth
mens grooming categories with an increase to
2007 402.5 -
12% mainly due to facial toners and cleansers.
2008 428.7 6.5%
The rapid increase experienced can be traced to
2009 454.4 6.0%
2010 486.2 6.0% brands like Dove Men+ Care and Nivea for
2011 500.8 3.0% Men, who aggressively pushed their products in
2012 560.5 12% the market. This is also due to the increased
interest of men towards body care and facial moisturizers.
4) Value Sales of Mens Shaving
Figure 13. Sales of Mens Shaving: Value (2007-2012)
Source: Euromonitor International from official statistics, trade associations,

In Ps trade press, company research, store checks, trade interviews, trade sources;
For a detailed split of value sales of mens shaving, see Appendix.
Million
Year Value % Growth Mens shaving is considered the driving force in
2007 2,556.7 - mens grooming as the bulk of the sales generated
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
affordability and practicality into consideration.

Projected Growth Based on Trending Previous Growth
1) Forecast Value Sales of Mens Grooming
Figure 14. Forecast Value Sales of Mens Grooming (2014-2017)
2014 2015 2016 2017
Value (Ps in 5,514.7 5,632.0 5,745.1 5,849.2

Million)
% Growth - 2% 2% 2%
sources
Mens grooming is forecasted to have a constant growth of 2% within the next few periods.
2) Forecast Value Sales of Mens Toiletries
Figure 15. Forecast Sales of Mens Toiletries: Value (2014-2017)
2014 2015 2016 2017
Value (Ps in 2,608.4 2,709.7 2,803.3 2,887.4

Million)
% Growth - 3.9% 3.5% 3.0%

sources. For a detailed forecast of Mens Deodorant, see Appendix.
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
latter is already a matured industry.
3) Forecast Value Sales of Mens Skin Care
Figure 16. Forecast Sales of Mens Skin Care: Value (2014-2017)
2014 2015 2016 2017
Value (Ps in 605.1 626.3 646.9 666.4

Million)
% Growth - 3.5% 3.3% 3.0%

sources

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.
4) Forecast Value Sales of Mens Shaving
Figure 17. Forecast Sales of Mens Shaving: Value (2014-2017)
2014 2015 2016 2017
Value (Ps in 2,906.3 2,922.3 2,941.8 2,961.9

Million)
% Growth - 0.6% 0.7% 0.7%

sources. For a detailed forcecast for Mens Pre Shave and Post Shave, see Appendix.
As mentioned earlier, mens shaving would have a slower growth rate than that of mens
toiletries, for this industry is already in its maturity stage.
B. Philippine Mens Skin Care Industry: From Opportunistic to Aggressive
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
Men+Care in 2010, followed by the launch of Ponds Men this 2014.

Masstige Brands Developed the Philippine Mens Skin Care Market
Nivea For Dove Men + Master

Men Care
ATL Advertising
BTL Advertising
Talking to End User X
Talking to X X
Purchaser
Celebrity Endorser X X
Nivea for Men
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
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
their gender as compared to men.
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
language- Master, Sikreto ng mga Gwapo.

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
dominating the market.
C. Premium Mens Skin Care Industry in the Philippines: Introduction Stage
Figure 18. Product Life Cycle
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.
D. Trends in the Philippine Mens Grooming Industry
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

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 to still keep a balance in their selling prices.
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
to the 9% increase in sales of mens toiletries.
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.
Events and promotional challenges attracted many participants.

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
that are able to gather a positive response from the consumers.
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.
E. The Market of Filipino Men: Usership and Significant Buying Habits
Figure 19. Male Population in Cities in National Capital Region
Source: Census.gov.ph: Household Population by Age Group and Sex, NCR
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
consumers of Clinique for Men.
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

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
and growing ambitions.
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.
According to Euromonitors study on Consumer Lifestyle in the Philippines, Filipinos have
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
seen as too expensive or unnecessary.
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.

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
market has shifted to actual online shopping in the last 2 years.
The Metrosexual Market & their Lifestyle
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
cleansers and toners to penetrate the market as well.
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

Filipino men use and their reasons for looking good. Perfumes and deodorants show the largest
usage.
Figure 21. Filipino Mens Most Common Products
Additionally, Manila Times featured an article on mens personal care conducted by Kantar
Worldpanel, a global provider of consumer knowledge and insights based on continuous
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
noticed a 30% male patient profile in her clinic.
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
business or the elite of society.

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
employed with a 78.4% participation rate.
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
how Filipino men are starting to prioritize looking good.

F. Current Product & Brand Situation
The Beginning of Skin Supplies for Men
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
introduced to cater to the different skincare needs of men.

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.
From Skin Supplies for Men to Clinique for Men
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.

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
its name simply to Clinique for Men.
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
very masculine due to its dark gray or silver color scheme.
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
Clinique for Men: Introduction Stage
Figure 23. Product Life Cycle: Clinique for Men

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
encountering difficulty in building consumer awareness and usership.
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.
Step One: Cleanse
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.
Step Two: Exfoliate
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.

Step Three: Moisturize
Watery Lotion- It is an ultra-light hydrating lotion that provides immediate
moisturization, while prepping the skin for a traditional moisturizer and providing long
term oil control and radiance benefits.
Moisturizing Lotion- This aids in oil-control for a matte, shine-free look, which also
provides oil-free hydration that improves skin strength.
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
improve skin strength.
Anti-Age Moisturizer- A multi-purpose, all-day hydrator that combats signs of aging
such as lines, wrinkles and dullness. It contains antioxidants to help protect for future
damage with skin strengthening and firming ingredients.
Broad Spectrum SPF 21 PA++ Moisturizer- A lightweight oil-free moisturizer that
provides non-irritating sun protection.
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.

Anti-Age Eye Cream- A lightweight eye cream that delivers intense moisture plus a mix
of ingredients designed for de-aging, moisturizing, visibly reducing puffiness,
diminishing dark circles and protecting against environmental hazards.
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.
Other concerns that Clinique For Men targets:
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.
Antiperspirant Deodorant (Stick and Roll-On) - A fragrance-free and gives maximum
protection against wetness and odor.
Price
PRODUCT VOLUME PRICE
Oil Control Mattifying Moisturizer 100ml Php 2,200
Moisturizing Lotion/Oil Control Moisturizer 100ml Php 2,200
Watery Moisture Lotion 200ml Php 1,400
Anti-Age Moisturizer 100ml Php 2,300
Broad Spectrum SPF 21 PA++ Moisturizer 100ml Php 2,300
Oil Control Facial Wash/Facial Wash 200ml Php 1,250
Oil Control Facial Soap with Dish/Facial Soap 150gm Php 1,250
with Dish
Exfoliating Tonic 200ml Php 1,350

Face Scrub 200ml Php 1,600
Aloe Shave Gel 125ml Php 1,200
Anti-Age Eye Cream 15ml Php 2,300
Anti-Fatigue Eye Gel 15ml Php 1,950
Dark Spot Corrector 30ml Php 3,300
Antiperspirant Deodorant 45ml Php 780
Place
Clinique Philippines has 4 free-standing stores and 7 locations in selected Rustans
Department Store.
Free-Standing Under Rustans Department Store Branches
SM Aura Rustans Shangri-la Plaza Mall
Marionaud SM Mall of Asia Rustans Alabang Town Center
Trinoma Mall Rustans Essences Rockwell
SM Megamall Rustans Makati
Rustans Essences Gateway Mall
Rustans Ayala Center of Cebu
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
with custom-fit and specialized formulated products.
Tactics:

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,
which will hopefully lead to usage and repeat purchase.
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
available in-stores and online in Clinique Philippines social networking pages.
Facebook Likes (facebook.com/CliniquePH): 6.8 Million
YouTube Subscribers (youtube.com/CliniquePH): 46 Subscribers
Definition of the Target Market: Antonio, the Modern Man
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
healthy lifestyle, as well as being more fashion conscious.

Market Positioning VS. Product Positioning
Figure 24. Market Positioning in Skin Care
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
Men stands compared to other brands in the skin care industry.
Figure 25. Product Positioning among Premium Brands

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.
Past and Current Marketing Activities
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
do about two partnerships for Skin Supplies for Men.
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,

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
launched mens magazine entitled Mega Man.
G. Competitive Situation
Prestige Brands: Competition Benchmark with the Marketing Mix
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

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.
Kiehls values community involvement by participating in charitable projects that support
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.
Moisturizer o Facial Fuel Sky Flyin

o Facial Fuel No-Shine Foaming Multi-Gel
Hydrator
Eye & Lip Care
Cleansers & Pre-Shave o Eye Alert
o Facial Fuel Energizing Facial
Wash o Facial Fuel Eye De-Puffer
o Facial Fuel Energizing Scrub Shave

o Ultimate Brushless Shave
o Facial Fuel Energizing Tonic Cream- Blue Eagle
for Men

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
Facial Fuel No-Shine Hydrator 75ml Php 1,595
Facial Fuel Energizing Facial Wash 250ml Php 1,250
Facial Fuel Energizing Scrub 100ml Php 1,195
Facial Fuel Energizing Tonic for Men 250ml Php 1,295
Facial Fuel Sky Flyin Foaming Multi-Gel 142g Php 1,595
Eye Alert 15ml Php 995
Facial Fuel Eye De-Puffer 5g Php 1,450
Ultimate Brushless Shave Cream- Blue Eagle 150ml Php 1,095
Ultimate Brushless Shave Cream- White Eagle 150ml Php 1,095
Facial Fuel Heavy Lifting Anti-Aging Moisturizer 50ml Php 2,250
Facial Fuel Anti-Wrinkle Cream 48g Php 2,250
Facial Fuel UV Guard SPF 50 PA+++ 30ml Php 1,995
Facial Fuel Sunscreen SPF 15 75ml Php 1,695
Ultimate Man Body Scrub Soap 200g Php 795
Original Musk Eau De Toilette Spray 50ml Php 2,450

Cross-Terrain 24 Hour Strong Anti-Perspirant Stick 75ml Php 795
Place
The products are distributed in various Keihls freestanding stores, which are mostly
located in well-known shopping centers across the Metro Manila.
KIEHLS BRANCHES
Shangrila - East Wing SM Aura Premier
SM Mall of Asia PowerPlant Mall, Rockwell
Alabang Town Center Greenbelt 5
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
towards the specific needs and tastes of men.
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

make use of traditional or above-the-line advertising, for their business model was built on
sampling- Try before you buy.
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:
Facebook Page (facebook.com/KiehlsPhilippines)- 886.9k likes
Instagram (@KiehlsManila)- 1.9k followers
Twitter (@KiehlsManila)-862 followers
Overview
In 1954, Clarins, a family company was founded by Jacques Courtin-Clarins, who is
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
products distinguished by their innovation and effectiveness.
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
skin in top-notch condition.

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.
Clarence Men Anti-Fatigue

Eye
Cleanse
Clarins Men Active Face Hydrate
Wash Clarins Men Super Moisture
Gel
Clarins Men Exfoliating
Cleanser Clarins Men Revitalizing Gel
Shave Clarins Men Super Moisture

Clarins Men Smooth Shave Balm
Clarins Men After Shave
Energizer Clarins Men Control Balm
Clarins Men Shave Ease Oil Clarins Men Control Cream
Clarins Men After Shave Clarins Men Fatigue Fighter

Soother
Body
Eye Care Clarins Men Antiperspirant
Clarins Men Control Eye Deo Stick
Balm
Clarins Men Anti-Fatigue Clarins Men Ab Firming
Eye Serum
Price
Active Face Wash 125ml Php 1,650
Exfoliating Cleanser 125ml Php 1,750
Smooth Shave 150ml Php 1,450
After Shave Energizer 100ml Php 1,350
Shave Ease Oil 30ml Php 2,050
After Shave Soother 75ml Php 2,250
Control Eye Balm 20ml Php 2,650

Anti-Fatigue Eye Serum 20ml Php 2,650
Super Moisture Gel 50ml Php 2,550
Revitalizing Gel 50ml Php 3,250
Super Moisture Balm 50ml Php 2,750
Control Balm 50ml Php 3,450
Control Cream 50ml Php 3,350
Fatigue Fighter 50ml Php 2,850
Antiperspirant Deo Stick 75ml Php 1,450
Ab Firming 150ml Php 2,650
Body Moisture Spray 150ml Php 1,850
Place
Clarins Men is exclusively available at the following Rustans Department Stores:
CLARINS MEN BRANCHES
Rustans Makati Rustans Shangrila Plaza Mall
Rustans Alabang Town Center Rustans Essences Rockwell
Rustans Gateway Mall Rustans Ayala Center Cebu
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
Clarins, Lifes more beautiful.

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
Facebook page for Clarins for Men.
Clarins (Global Facebook page: facebook.com/Clarins) - 1.5M likes
4Ps SUMMARY CHARTS: PRESTIGE BRANDS
Product
BRAND PRODUCT PACKAGING
Clinique for Men Oil Control Mattifying Has a clinical,

Total Number of Moisturizer smooth and serious
SKUs: 14 Moisturizing Lotion/Oil look
Control Moisturizer Color of packaging
Watery Moisture Lotion (dark gray and
Anti-Age Moisturizer silver) is very
Broad Spectrum SPF 21 manly; Appeals to
PA++ Moisturizer men psyche
Oil Control Facial Premium appeal
Wash/Facial Wash Minimalist
Oil Control Facial Soap
with Dish/Facial Soap with
Dish
Exfoliating Tonic
Face Scrub
Aloe Shave Gel

Anti-Age Eye Cream
Anti Fatigue Eye Gel
Dark Spot Corrector
Antiperspirant Deodorant
Kiehls for Men Facial Fuel Energizing Quality of product

Total Number of Moisture Treatment for Men > Fancy packaging
SKUs: 24 Facial Fuel No-Shine Colorful packaging
Hydrator Fun and young
Facial Fuel SPF 15 appeal
Energizing Moisture Product description
Treatment for Men heavy
Facial Fuel Energizing Evokes a
Facial Wash laboratory-
Facial Fuel Energizing formulated vibe
Scrub Environment
Facial Fuel Energizing friendly
Tonic for Men
Facial Fuel Sky Flyin
Foaming Multi-Gel
Eye Alert
Facial Fuel Eye De-Puffer
Facial Fuel No-Shine
Moisturizing Lip Balm
Facial Fuel Sky Flyin
Foaming Multi-Gel
Ultimate Brushless Shave
Cream- Blue Eagle
Ultimate Brushless Shave
Cream- White Eagle
Facial Fuel Heavy Lifting
Anti-Aging Moisturizer
Facial Fuel Age Combat
Facial Fuel Anti-Wrinkle
Cream
Facial Fuel Transformer
Age Correcting Moisture
Gel for Men
Facial Fuel UV Guard SPF
50 PA+++
Facial Fuel Sunscreen SPF
15
Ultimate Man Body
Scrub Soap
Original Musk Body Lotion
Cross-Terrain All-In-One

Refueling Wash
Cross-Terrain 24 Hour
Strong Anti-Perspirant Stick
Original Musk Eau De
Toilette Spray
Clarins Men Active Face Wash Clean and simple

Total Number of Exfoliating Cleanser look
SKUs: 17 Smooth Shave Color scheme:
After Shave Energizer White, Navy Blue
Shave Ease Oil and Silver
After Shave Soother
Control Eye Balm
Anti-Fatigue Eye Serum
Super Moisture Gel
Revitalizing Gel
Super Moisture Balm
Control Balm
Control Cream
Fatigue Fighter
Antiperspirant Deo Stick
Ab Firming
Body Moisture Spray
Skin Shave Body Anti Sun

Care Aging Screen
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

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.
CLINIQUE KIEHLS CLARINS

FOR MEN FOR MEN MEN
SKIN CARE Php 1,250-2,200 Php 995-1,595 Php 1,650-

2,750
SHAVE Php 1,200 Php 1,095 Php 1,350-

2,250
BODY Php 780 Php 795-2,450 Php 1,450-

2,650
ANTI- Php 1,950-3,300 Php 1,995- Php 2,650-

AGING 2,250 3,450
SUNSCREEN - Php 1,695 -
VOLUME CLINIQUE KIEHLS FOR CLARINS

(mL) FOR MEN MEN MEN
15 Php 1,950-2,300 Php 995 Php 2,650
30 Php 3,300 Php 1,995 Php 2,250
50-75 - Php 795-2,450 Php 2,550-

3,450
100-125 Php 1,200-2,300 Php 1,195 Php 1,650-

2,050
150 Php 1,250 Php 1,095 Php 1,350-

2,650

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
CLINIQUE KIEHLS FOR CLARINS

FOR MEN MEN MEN
Total No. of Total No. of Total No. of
Outlets: 10 Outlets: 7 Outlets: 6
SM Aura Premier (Free- (Free-

Standing) Standing)
SM Mall of Asia (Free- (Free-

Standing) Standing)
Trinoma Mall (Free- (Free-

Standing) Standing)
SM Megamall (Free-
Standing)
Shangri-La Plaza (Under (Free- (Under

Mall Rustans Standing) Rustans
Department Department
Store) Store)
Power Plant Mall, (Under (Free- (Under

Rockwell Rustans Standing) Rustans
Store) Store)
Rustans Ayala (Under (Under

Center of Cebu Rustans Rustans
Store) Store)
Rustans Makati (Under (Under

Rustans Rustans
Store) Store)
Gateway Mall (Under (Under

Rustans Rustans

Store) Store)
Alabang Town (Under (Free- (Under

Center Rustans Standing) Rustans
Store) Store)
Greenbelt 5 (Free-
Standing)
Promotion
CLINIQUE KIEHLS FOR CLARINS

FOR MEN MEN MEN
SALES Gift with Sampling Gift with

PROMOTION purchase, purchase
sampling
ADVERTISING Official Facebook page, Official

PROGRAMS website, Magazine product website and
Facebook features, Events, global
page, Celebrity Facebook
Magazine Ambassador- page,
Ads and Francis Libiran Magazine
product product
features, features
SOCIAL Facebook Facebook Page- Global

MEDIA Page- 886,902 likes Facebook
PRESENCE 6,898,165 M (facebook.com/ Page-
likes KiehlsPhilippines) 1,598,317 M
(facebook.co likes
m/CliniqueP Instagram (facebook.co
H) (@KiehlsManila)- m/Clarins)
1,936 followers
YouTube
Page- 46 Twitter
subscribers (@KiehlsManila)-
862 followers
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

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
routine for mens skin care needs.
Product:
Nivea sells the value of security with every product it offers. Its products are focused on the
functional benefit that it is able to give to its consumers.
Deodorants o Invisible for Black & White

o Silver Protect Spray Power Roll-On
o Silver Protect Roll-On o Sport Spray
o Silver Protect Stick o Dry Impact Spray
o Invisible for Black & White o Dry Impact Stick

Power Spray
o Dry Impact Roll-On

o Extra Whitening Moisturizer
o Cool Kick Spray Pore Minimizer SPF30
o Cool Kick Stick o Anti-Aging Facial Foam Q10
o Cool Kick Roll-On o Anti-Aging Age Repair

Moisture Gel Q10
o Fresh Active Roll-On
o Active Care for Men
o Fresh Active Spray
o Multi-Effect 8 Face Wash
o Whitening for Men Roll-On
o Multi-Effect 8 Moisture Gel
Shaving products
o Moisturizing Shaving Foam o Multi-Effect Cooling Volcanic
Mud Foam
o Extreme Comfort Shaving Gel o Whitening Acne Oil-Control
Cleanser & Scrub Pore
Face products Minimizer
o Extra Whitening Facial Foam
Pore Minimizer Body product
o Revitalizing Body Lotion
Price:
Category Price Volume Price

Skin Care Php 79.00-384.75 5-25ml Php 52.75-54.75
Shave - 40-90ml Php 79.00-384.75
Anti-Aging Php 170.50- 100-150ml Php 139.05-
384.75 196.00
Whitening Php 170.50- 200-400ml Php 184.75
201.50
Body Php 184.75
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
Drugstore, SM Hypermart, Save More, Robinsons Supermarket, and the like.

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:
Official Website Out of Home

Posters
TV
Facebook 232,542 likes
Print (facebook.com/NIVEAMENPH)
Radio Twitter 1,900 followers

(@NIVEAFORMENPH

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
the philosophy that everyone is special in his or her own way.
Body and Face Washes o Extra Fresh

o Clean Comfort
o Clean Comfort
o Deep Clean
o Extra Fresh Facial Foam

o Clean Comfort
Body and Face Bars
o Deep Clean o Deep Clean
o Extra Fresh
o Extra Fresh
Antiperspirants
Price

Skin Care Php 59.75-165.00 5-25ml Php 73.75
Shave - 40-90ml Php 95.00
Anti-Aging - 100-150ml Php 59.75-295.00
Whitening - 200-400ml Php 165.00

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
for Fathers Day.
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

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)
TV ads (rarely) Instagram 1,507 followers

(@DovePh
Prints ads
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
skin to improve its texture and increase blood flow.

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,
Rico Blanco and Mario Maurer.
Energy Charge Acne Clear Oil Control
o Face Wash o Face Wash
o Face Moisturizer
Price

Shave - 40-90ml Php 110.00-
350.00
Anti-Aging - 100-150ml Php 190.00
Whitening Php 45.00-190.00 200-400ml
Body -
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
seen throughout the Metro.
Message:

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
endorsers to increase awareness and brand credibility.
Channels:
Official Website Facebook 110,020 likes
Above-the-line Advertising (facebook.com/pondsmenph)
Below-the-line Advertising Twitter 852 followers (@pondsmenph)
Instagram 4930 followers (@pondsph)
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.

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.
Master Facial Washes o Whitening Plus

o Oil Control Max
o Active Whitening
o Whitening Plus
o Anti Pimple
o Active Whitening
Master Face Moisturizers
o Anti Pimple
o Oil Control Max
Master Facial Deep Cleansers o Whitening Plus
o Oil Control Clear & Grains
Price

Shave - 40-90ml Php 31.50-80.00
Anti-Aging - 100-150ml Php 47.00-140.00
Whitening Php 5.00-140.00 200-400ml Php 66.50-84.00
Body -
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
finals (Governors Cup). In addition, above-the-line advertising, such as TV commercials, radio
commercials and print ads in newspaper and magazines are utilized to increase awareness and

sales. Furthermore, Master makes use of celebrity endorsers like Chris Tiu, Mark Pingris and
Jeron Teng to be influencers of their products.
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
recent one is a trip to Spain for FIBA.
Channels:
Above the Line Twitter - 2,165 followers
Below the Line (@MasterGameFace)
Facebook - 641,932 likes Instagram - 1,441 followers
(facebook.com/MasterPhilippines) (@MasterGameFace)

Philippine Mens Skin Care Brands According to Maslows Hierarchy of Needs
Figure 26. 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

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
factors that may contribute to distinguishing themselves from their competitors.
VI. SWOT Matrix
Opportunities: Threats:
1. Fondness of Filipino 1. Consumers who prefer
men to sports buying masstige
2. Trend in social brands
networking 2. Consumers who prefer
3. Special occasions that buying abroad
can intensify 3. New entrants in the
promotions industry
4. Growing trend of health 4. Use of celebrity
and fitness endorsers by masstige
5. Source of growth from brands
masstige brand
consumers
Strengths: S-O Strategies S-T Strategies
1. Popularity of the (S1 S3 O1 O4) Use (S2 S3 S5 S7 T1 T2) Adopt

brand activations in sporting some brand strategies like
2. Gift with purchase events to promote Clinique smaller packaging,
strategy for Men. sampling or bundling to
3. Strong ties with the attract Filipino consumers.
media (S1 S4 S6 S7 S8 O2 O3 O5)
4. Offer intelligent Increase the level of (S2 S3 S6 S8 T3) Invest on
consultations in their educational efforts with promotional efforts early in
branches regards to Clinique for order to gain loyal
5. Globally supported Mens products through customers.
company social media and in store
6. Multiple stores interaction. (S3 S8 T4) Tap into
located in malls or bloggers to promote the
luxury department (S1 S5 S6 O4 O5) Create Clinique for Men product
stores partnerships with fitness line.
7. Offer a wide array of centers or car shows to
customized products reach the target market.
8. Presence in social
media
Weaknesses: W-O Strategies W-T Strategies
1. Expensive pricing of (W2 W3 W4 O2) Build on (W1 W3 T1) Focus on
products digital advertising for maintaining and possibly

2. Low Awareness of Clinique for Men to improving training
Clinique for Men increase awareness in the programs of Clinique for
3. Low Usership of target market. Men consultants to gain
Clinique for Men trust among consumers.
4. Low Promotion of (W2 W3 W4 W5 O3 O4)
Clinique for Men Use in store advertising to (W2 W3 W5 T1 T3 T4)
5. Perception of Clinique educate the market on the Maintain an adequate level
as a womans brand products available. of promotional efforts to
avoid being overshadowed
by competitors.
VII. SWOT Analysis
A. Strengths
Popularity of the brand
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
100% of the respondents knew about the brand, Clinique.

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.
Strong ties with the media
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
industry and have already built relationships with them.
Offer intelligent consultations in their branches
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.

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
find suitable for the Filipino men market.
Multiple stores located in malls or luxury department stores
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.
Offer a wide array of customized products
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.
Presence in social media
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
Expensive pricing of products
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.
Low Awareness of Clinique for Men

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
only 26% of the respondents were aware of Clinique for Men.
Low Usership of Clinique for Men
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.
Low Promotion of Clinique for Men
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
advertisements on Clinique for Men.
Perception of Clinique as a womans brand
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
Clinique for Men said that they thought of it womans brand.

C. Opportunities
Fondness of Filipino men to sports
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
male athletes in their commercials to showcase the importance of their products.
Trend in social networking
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
the line advertising come from the use social media.
Special occasions that can intensify promotions
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
promos are available.
Growing trend of health and fitness
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
market is welcoming products that can cater to these developing needs.
Source of Growth from Masstige Brand Consumers
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

that there is a potential market among the male sector, however, a big portion of this market
adheres to the masstige brands.
D. Threats
Consumers who prefer buying masstige brands
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
other ways to differentiate themselves from masstige brands.
Consumers who prefer buying abroad
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
well for Clinique for Men.
New entrants in the industry
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.
Use of celebrity endorsers by masstige brands
According to Euromonitor, Filipinos respond positively to male celebrity endorsers.
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.
VIII. Goals & Objectives
The overall goal of Clinique for Men is to be the top of mind brand in the market among its
competitors in the prestige mens skin care industry.

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
the market size
- To increase market share to 2% in the mens skin care industry in Metro Manila
B. Medium-Term (2-3 years)
- To increase Clinique for Men sales to 8% within the total sales of Clinique
the market size
C. Long Term (4-5 years)
- To increase Clinique for Men sales to 10% within the total sales of Clinique
the market size
IX. Marketing Mix Strategies and Programs
A. Market Targeting
Primary Target Market
Market Size
Figure 27. Clinique for Men
Market Size

Primary Target
Demographic Characteristics 24-40 years old

Male or Homosexual Male
Single or Married
Young Professionals
Has a monthly income of
Php30,000 and above
Living in Metro Manila
Psychographic Characteristics Social Class AB and Upper C

Self Conscious
Brand conscious
Fashion Conscious
Attached to importance of status
and self image
Enjoys retail shopping
Confident
Inclined to working out
Goes out at night with friends
Behavioral Characteristics Uses skin care products daily

Uses skin care products to look
good
Uses skin care products to feel
good
Buys skin care products regularly
Shops regularly
Often visits malls
Is regularly out of the house
Technographical Characteristics Exposed to Facebook and

Instagram
Regularly uses the Internet
Uses gadgets to communicate
Uses the Internet for news and
trends
Antonio Cojuangcos Lifestyle Diary:
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,

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
Hard, Play Hard.
Time Weekday Routine Weekend Routine
6:00am-8:00am Wake up Sleep

Prepare breakfast at 6:00
am
Eat breakfast at 6:30am
Shower/Toilet after
breakfast
Put on skin care
products
Put on deodorant
Brush teeth
Put on Cologne
Get Ready for work at
7:30am
Check social media sites
for news/trends
8:00am-10:00am On the road to the office Wake up at 8:30am

Grabs coffee Breakfast
Reach the office at Shower
9:00am Put on Skin care
Start checking emails products
Do work at 9:40am Brush Teeth
Check social media Put on Deodorant
sites for news/trends Check social media
sites for news/trends
Get ready for golf at
10:00am
10:00am-12:00nn Still working until Playing golf with

12:00nn the buddies
12:00nn lunch break Lunch
Eat out with co- Check social media
workers/friends sites for news/trends
for news/trends
12:00nn-2:00pm Still eating out with co- Lunch

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
2:00pm-4:00pm Still working from Go to mall to grab

2:00pm to 3:00pm coffee
3:00 grab coffee from Schedule a
pantry or from coffee shopping trip twice
shop nearby. a month to update
Grab also something to my wardrobe.
munch on Check social media
Resume work at 3:30pm sites for news/trends
Check social media sites Grab Merienda
for news/trends
4:00pm-6:00pm Still working from Go home

3:30pm to 5:00pm Get ready for night
5:30pm get ready to out with friends
leave office Shower
Brush teeth
Put Cologne
Put facial products
Call friends where
to meet up
6:00pm-8:00pm On the road going home Leave house by

at 6:00 6:30pm
At 7:00pm reach home Meet up with
and prepare/order dinner friends to have
until 7:30pm dinner at 7:30pm
7:30pm-8:00pm Eat Check social media
dinner sites for news/trends
for news/trends
After work, drive to get
haircut while reading
Mens Health magazine
(Occurs twice a month)

8:00pm-10:00pm Tuesdays and Thursdays: Pre-game before

Rest for 30 minutes heading out to clubs
Shower after rest Catch up with
Put on skin care friends
products especially Plan the night with
night time products them
Brush teeth Check social media
Get ready for bed sites for news/trends
Mondays, Wednesdays, and

Fridays:
Rest for 30 minutes
Shower and get ready
for gym form 8:30pm-
9:00pm
Start Gym by 9:30
10:00pm-12:00am Tuesdays and Thursdays: Party at the

Check work emails to Fort/Makati/Resorts
make sure everything is World Manila
alright
for news/trends
Check latest trends for
mens fashion.
Watch late night news
Keeps phone close for
any emergency
Sleep before 12:00am
Mondays, Wednesdays, and

Fridays:
Still working out till
11:00pm
Shower in the gym
Go home by 11:30pm
Reach home before
12:00
Put on skin care
products especially
night time products
Brush teeth
12:00am-2:00am Tuesdays and Thursdays: Still partying

Sleep Try to make new

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
2:00pm-4:00am Sleep Partying until

3:00am with group
and new people
Get food before
heading home with
friends
4:00am-6:00am Sleep Home at 4:00am -

Alarm goes off at 5:30 4:30am
am Shower
Put on Skin care
products
Brush teeth
Sleep at 5:00am to
5:30am
B. Product Development and Innovation Program
Unique Selling Proposition
Current Unique Selling Proposition
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
delivering intelligent consultations and recommendations to its consumers in order to determine
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

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
economic classes of AB and Upper C. Hypoallergenic formulation is one of the key
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
buys their products.
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
the complete range of products in the product line.
C. Sales & Distribution Program
Current Sales and Distribution Strategies

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
for their locations as well.
D. Integrated Marketing Communications Program

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
marketing. According to Huddle Room, an advertising agency in the Philippines handling
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.

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
establishing a name among the male market.
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
know what products to introduce to consumers.
IN STORE ADVERTISING
DURATION August 2014 to June 2015
Mall-goers, Regular Clinique customers, Clinique for Men consumers,
TARGET MARKET Loyal Clinique Happy for Men consumers, Potential and existing Clinque
for Men users
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.

(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
will be assigned to encourage male consumers to sign up for the
newsletters upon every purchase.
(October 2014) Consultants continue to invite male customers to sign up
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,
consultants will be assigned to encourage male consumers to avail of their
free facials upon purchase of a 100mL Clinique Happy for Men.
(December 2014) In line with the holiday season, an easel will be
displayed outside of the selling areas to encourage consumers to purchase
gifts for their loved ones. The poster will say Looking for his perfect
gift? with the Clinique for Men logo at the bottom.
(February 2014- 2 weeks) A Valentines Day special poster will be
displayed outside stores to entice consumers to go in the store. The poster
will say Make him Happy! with the Clinique for Men logo and a
Valentines Day feel to it.

(June 2014- 2 weeks) A Fathers day poster will be displayed outside the
stores saying Because hes special.. to encourage buying gifts for
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
store advertising will contribute to the targeted 50% increase in awareness
and level of education among male consumers as well as retain existing
loyal Clinique users. Considering that 90% of Clinique walk ins are
women, it is also important to target them in the in store efforts.
BENEFITS QUALITATIVE:
According to the UAI survey, 72% are more inclined to buying products
when there is an ongoing promotion. This data suggests that having in
store advertising present will drive more consumers to actually purchase
the products. By taking advantage of the special occasions and short term
promotions, consumers will be more inclined to buying the products
immediately.
For proposed execution of posters and tent cards, see Appendix
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

counterpart would be easier. 76% of survey respondents also admit to being exposed to print
media.
PRINT ADVERTISING
DURATION November 2014, January, March, April, May 2015
TARGET MARKET Mens Health and Esquire readers
COVERAGE Print
A simple print advertisement or product feature of Clinique for Men will
be placed in magazines. These will be done through partnerships or
special negotiations that will be able to minimize cash expenses. For
example, Clinique for Men will provide an exclusive story for the
magazine or give them special angles to write on.
Concept 1: Men of 2015 is a story on different types of men:
businessman, athlete, pilot and a doctor and what type of Clinique for
Men products are most suitable for them and their lifestyle.
MECHANICS Concept 2: What is SHE thinking? featuring interviews on womens
opinion on how a man grooms himself.
Concept 3: Skin care through the Ages, featuring how different men of
various ages are using Clinique for Men.
Press kits containing Clinique for Men products will also be given out to
magazine companies for possible product features.
The goal of these partnerships and negotiations is to lower the expense to
at least 50% instead of paying the whole amount of placing an
advertisement.

Clinique for Men should also encourage more features on their Oil
Control Mattifying Moisturizer considering that the survey revealed oily
skin as the most common concern among men with 31% of the
respondents answers.
2 Print Ads per magazine= Php 300,000 (discounted due to Ex deal); 3

COST
product features (Ex Deal) accepted industry practice
QUANTITATIVE:
By placing print advertisement in magazines that are specifically
published for men, it will contribute to increasing the focus of awareness
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.
For proposed execution of print ad, see Appendix
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
higher reach online as compared to advertising on television.
Various brands have done viral videos such as Coke, Evian, PLDT and Mcdonalds.

CLINIQUE FOR MEN VIRAL VIDEO
DURATION September to November 2014
Social media users, Primary target market, Existing Clinique users (men
TARGET MARKET
and women), Potential Clinique users
COVERAGE Online
As a way to create a buzz and increase awareness among consumers, a
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
different factors into shaping a mans image and look, in connection to

MECHANICS
how taking care of the skin with Clinique for Men can make him good
looking.
This will be promoted through page post ads in Facebook to help in
making it viral. The microsite that will be promoted alongside the video
on Youtube containing a hyperlink leading to the site.
The video will also be seeded to bloggers to promote. In exchange,
Clinique for Men products will be given to them for product feature as
well.
Potential bloggers:

When in Manila- wheninmanila.com
David Guison- dgmanila.com
Camille Co- camilleco.com
Style Bible- stylebible.ph
Yahoo will also promote the viral video in stream.
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
trend promoted through online. Facebook paid advertisements will be set
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
to reach a wide range of current and potential consumers.
QUALITATIVE:
The video will aid in helping the market remember Clinique for Men and
build a strong foundation to an image separate from the womens line of
Clinique.
For proposed story board, see Appendix
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
the product since it is more focused.

CLINIQUE FOR MEN MICROSITE
DURATION October 2014 to June 2015
Social media users, Primary target market, Existing Clinique users (men
TARGET MARKET
and women), Potential Clinique users, In store customers
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
MECHANICS information about the products, promotional updates, digital
advertisements and product reviews. The promotion of the microsite will
be announced through newsletters via e-mail, the main Facebook page of
Clinique and their video on Youtube.
For 1 year: Creative Development- Php30,000; Front end development-
COST Php120,000; Back end development- Php120,000; Domain and Hosting-
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
great looking skin.
QUALITATIVE:
Launching a microsite separate from that of Clinique will be able to

contribute in building a more manly image for the product line, Clinique
for Men.
For proposed look of the microsite, see Appendix
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.
PARTNERSHIP WITH GOLF TOURNAMENT
DURATION January 2015
TARGET MARKET Sports inclined potential consumers
COVERAGE Golf Tournament
Clinique for Men will partner with golf tournaments like the PGT
Qualifying Tournament in the Eagle Ridge Golf course. Loot bags of
MECHANICS Clinique for Men products will be provided to raffle out in the tournament
in exchange for brand promotion in their posters. In turn, the tournament
will be promoted in the Clinique For Men microsite.
COST Ex deal accepted industry practice
QUANTITATIVE:
This will contribute to the goal of awareness and at the same time,
encourage usership of Clinique for Men.

BENEFITS
QUALITATIVE:
Given that golf is considered to be a business sport, tapping into
tournaments like this will help Clinique for Men maintain and build its

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
auto companies are part of it.
PARTNERSHIP WITH AUTO EXHIBITS
DURATION April 2015
TARGET MARKET Male car enthusiasts
COVERAGE Manila International Auto Show
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
program will showcase videos of Clinique for Men. In exchange, loot
bags of Clinique for Men products will be raffled out during the exhibit
and MIAS will be promoted in the CFM mircrosite.
QUANTITATIVE:
encourage usership of Clinique for Men.

BENEFITS
QUALITATIVE:
The Manila International Auto Show is the perfect event for the brand to
tap into a big portion of the male market.

CLINIQUE FOR MEN 101- WORKSHOP TOUR
DURATION February-March 2015
Men employed in industries that involve a high level of interaction with

TARGET MARKET
people
COVERAGE Luxury hotels and Real Estate Companies, Airlines
A one-day workshop entitled Clinique for Men 101 will be conducted
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
workshop will encourage the participants to employ certain techniques
using Clinique products in order to achieve healthy and better looking
skin. This may also include a workshop for its female employees using
MECHANICS Clinique products for women. In exchange of this free workshop
sponsored by Clinique for Men, the opportunity to sell on-site will be
permitted.
Potential Luxury Hotels: Potential Airlines:
- Solaire -Philippine Airlines
- Marriot Hotel -Cebu Pacific
- Fairmont Hotel
- Shangri-La Hotel
- The Manila Peninsula

Potential Real Estate Companies:
- Ayala Land
- Megaworld Corp.
- Rockwell Land
QUANTITATIVE:
This will contribute to generating an increase in sales as well as to build a
higher sense of awareness of the brand in the market.

BENEFITS
QUALITATIVE:
The workshop will aid in associating the idea of looking good and taking
care of ones skin with the brand/product line.
Sales Promotion Programs
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.
HAPPY FOR MEN LOYALTY PROGRAM
DURATION November 2014 (2-3 weeks); December 2014 (2 weeks)
TARGET MARKET In store Clinique Happy for Men male customers, social media users
COVERAGE
Store, Online
MECHANICS The loyalty program is designed to target the existing Clinique Happy for

Men users. Loyal Clinique Happy for Men consumers will be heavily
focused on by the consultants in order to encourage them to branch out
into trying or purchasing other Clinique for Men products. For every
single purchase of a 100mL Clinique Happy for Men, an equivalent free
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
be knowledgeable about the products as he/she will be expected to
educate and explain to the consumer the proper usage and benefits of
Clinique for Men. This will be promoted through Facebook, the Clinique
for Men microsite and newsletters.
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
each. The program may also contribute to increase in sales.
Consumers will be able to experience the product before buying it. The
free facials will serve as an avenue to establishing a level of trust between
the brand and consumer, assuring them of high quality products. This will
also encourage early Christmas shopping.

PARTNERSHIP WITH FITNESS CENTERS
DURATION January 2015
TARGET MARKET Male gym-buffs
COVERAGE Golds Gym (InterContinental Hotel branch)
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
usage inside the gyms mens locker/shower room. In exchange, Clinique
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
Mens microsite. By visiting the microsite, potential Golds Gym
members may avail of one free private session with a Golds Gym trainer
through a code. Only 20 slots will be available. Five different promotional
codes will be released in a span of a week, where only 4 slots will be
available per code. The codes will be released in the microsite. Availment
of this code can be done by setting an appointment with the specified
gym.
QUANTITATIVE:
BENEFITS

encourage usership of Clinique for Men. In addition, this will increase
traffic in the microsite.
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
maximize its reach to the target market.
CLINIQUE FOR MEN FATHERS DAY SPECIAL
DURATION June 2015
All Clinique customers (existing and potential), mall-goers, Facebook

TARGET MARKET
users
COVERAGE All Clinique branches
Clinique for Men will host an online contest for Fathers Day in the
Clinique Facebook Page. The mechanics of this contest is as follows:
- Like the Clinique Facebook page
- Publicly share the Clinique for Men microsite link on their
timeline
MECHANICS
- Post and caption your favorite DADmazing captured father-
daughter/father-son moment in the Clinique Facebook page with
the hashtag #DADmazing & #CliniqueForMen
Among the entries submitted, the top 3 best DADmazing moment and
caption will receive a Clinique for Men Fathers Day Special Kit (Happy

for Men, Oil Control Facial Wash, Anti-Age Moisturizer, Exfoliating
Tonic).
Other than this, Clinique branches will adjust store environment such as
store lighting and layout rearrangement to suit the month dedicated to
fathers. Clinique for Men products will be heavily highlighted in each
branch/store. A travel sized Fathers Day Special Kit will also be
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
sales. Moreover, 72% of the respondents are more inclined to purchase
when there are promotions, making this online contest a good opportunity
to take advantage of this occasion.
The online Facebook contest allows Clinique for Men to establish an
emotional relationship with its consumers. It will also aid in creating a
positive brand image. The store adjustments aim to draw more consumers
to enter. This is a gifting strategy to leverage on the strength of Clinique
in being a womans brand.

Public Relations Programs
CLINIQUE FOR MEN EXHIBIT
DURATION May 2015
TARGET MARKET Media
COVERAGE Top of the line and loyal publications, Press
Clinique for Men will be hosting a culminating event as a thank you to
those who have supported them over the year. At the same time, products
of Clinique for Men will be exhibited individually to showcase and
inform consumers of the uses and benefits of each product. It will be a
small gathering of media representatives to be held in a roof deck bar
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

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
products of Clinique for Men, emphasize the importance of each and at
the same time educate the guests on how to use them.
X. Investment Plans
A. Proposed Strategic Investment

Figure 28. Investment Plan

The remaining amount of funds will be used in case of competitive action.

XI. Estimates of Profitability
Figure 29. Profit- Loss Statement
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
administrative expenses of Clinique are carried over to Clinique for Men.

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
product life cycle.
For break even analysis per year and month, see appendix
XII. Evaluation of Results
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
programs aim to increase it to at least 2,500 by the end of the year.
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

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
programs were successful.
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.

XIII. References
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2 Manalo, Anthony. Personal interview. 2 Aug. 2014.
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<http://www.4voo.com/education/ed_history.htm>.
4 "Beauty and Personal Care in the Philippines." Euromonitor. N.p., June 2013. Web. 9
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al_Care_in_the_Philippines.pdf?c=87f=F-234418-
523551587.pdf&saveAsName=Beauty_and_Personal_Care_in_the_Philippines&code=gCrtKQNf
LRbhxQVcuqqFW1aVybI%3d>.
5 "Belo Men." Facebook. N.p., n.d. Web. 7 July 2014.
<https://www.facebook.com/belomen>.
6 "Brand Philosophy." Pond's. N.p., n.d. Web. 6 July 2014.
<http://www.ponds.com.ph/OurStories/PondsPhilosophy.aspx>.
7 Brooke, Harris. "The Validity of Viral: Does Video Advertising Really Help a
Business?." WSU Student Master's Theses. N.p., n.d. Web. 25 July 2014.
<http://dc.weber.edu/cdm/ref/collection/SMT/id/19>.
8 "Clarin's Men." Clarins USA. N.p., n.d. Web. 6 July 2014.
<http://www.clarinsusa.com/en/men/500/>.
9 "Clinique - Our History." Clinique. N.p., n.d. Web. 5 July 2014.
<http://www.clinique.jobs/clinique/our-history.html>.

10 "Clinique Philippines." Facebook. N.p., n.d. Web. 5 July 2014.
<https://www.facebook.com/CliniquePH/info>.
11 "Consumer Lifestyle in The Philippines." Euromonitor. N.p., August 2012. Web. 9
June 2014. <http://0-
portal.euromonitor.com.lib1000.dlsu.edu.ph/Portal/Handlers/accessPDF.ashx/Consumer_Lifestyle
s_in_the_Philippines.pdf?c=27f=F-241219-
23885727.pdf&saveAsName=Consumer_Lifestyles_in_the_Philippines&code=tHACXrv6omHvp
tU%2bPZs3KSbfshk%3d>.
12 "Dove." Unilever Philippines. N.p., n.d. Web. 6 July 2014.
<http://www.unilever.com.ph/our-
brands/detail/Dove/327534/?WT.contenttype=view%20brands>.
13 "Dove Men+Care Philippines." Facebook. N.p., n.d. Web. 6 July 2014.
<http://www.facebook.com/DoveMenCarePh?brand_redir=1>.
14 "Dove Philippines." Facebook. N.p., n.d. Web. 6 July 2014.
<http://www.facebook.com/DovePh/timeline>.
15 "Household Population by Age Group and Sex by City/Municipality: National
Capital Region, 2010." Philippine Statistics Authority. N.p., n.d. Web. 3 July 2014.
<http://www.census.gov.ph/sites/default/files/attachments/hsd/pressrelease/National%20Capital%
20Region_1.pdf>.
16 "Kiehl's Philippines." Facebook. N.p., n.d. Web. 5 July 2014.
<https://www.facebook.com/KiehlsPhilippines/info>.
17 Knowles, J.K.. "The Royalty of Ancient Egypt, 3000 BC-1070 BC." The History of
Skincare. N.p., n.d. Web. 9 June 2014.

<http://thehistoryofskincare.com/TheRoyaltyofAncientEgypt_3000BC-
1070BC.php?cid=SkincareHistory>.
18 "Lab Series." The Este Lauder Companies. N.p., n.d. Web. 5 July 2014.
<http://www.elcompanies.com/pages/lab-series.aspx>.
19 "Male Grooming Products: Global Market Brief." Kline Group. N.p., n.d. Web. 14
July 2014. <http://www.klinegroup.com/reports/y576.asp>.
20 "Master Philippines." Facebook. N.p., n.d. Web. 7 July 2014.
<https://www.facebook.com/MasterPhilippines>.
21 "Meet Clinique Collection." Clinique US. N.p., n.d. Web. 5 July 2014.
<http://www.clinique.com/why-clinique>.
22 "Men more attentive to personal care study - The Manila Times Online." The Manila
Times Online. N.p., 10 July 2014. Web. 21 July 2014. <http://www.manilatimes.net/men-more-
attentive-to-personal-care-study/110469/>.
23 "Men's Care." Nivea Philippines. N.p., n.d. Web. 8 July 2014.
<http://www.nivea.ph/products/Mens-care/product-type/all-product-types?Page=>.
24 "Men's Grooming in the Philippines." Euromonitor. N.p., June 2013. Web. 9 June
2014. <http://0-
portal.euromonitor.com.lib1000.dlsu.edu.ph/Portal/Handlers/accessPDF.ashx/Mens_Grooming_in
_the_Philippines.pdf?c=89f=S-234414-
23551489.pdf&saveAsName=Mens_Grooming_in_the_Philippines&code=1vd%2fs0rMAFziUEB
N0FyH3mKIbZU%3d>.
25 "NIVEA MEN Philippines." Facebook. N.p., n.d. Web. 20 June 2014.
<https://www.facebook.com/NIVEAMENPH?fref=ts>.

26 "New Pond's Men finally In the Philippines!." Unilever Philippines. N.p., n.d. Web. 7
July 2014.
<http://www.unilever.com.ph/aboutus/newsandmedia/pressreleases/New_Ponds_Men_finally_In_
the_Philippines!.aspx>.
27 "Our Mobile Planet: Philippines ." Slide Share. N.p., n.d. Web. 28 July 2014.
<http://www.slideshare.net/Elliot.Pearson/us-our-mobileplanetresearchenglish20132?related=1>.
28 Phillip, Abby. "Step aside, metrosexuals, and make way for the spornosexual man?."
Washington Post. The Washington Post, 10 June 2014. Web. 16 July 2014.
<http://www.washingtonpost.com/blogs/style-blog/wp/2014/06/10/step-aside-metrosexuals-and-
make-way-for-the-spornosexual-man/>.
29 "Pond's." Unilever Philippines. N.p., n.d. Web. 6 July 2014.
<http://www.unilever.com.ph/our-brands/detail/Pond-
s/334068/?WT.contenttype=view%20brands>.
30 "Pond's Men Philippines." Facebook. N.p., n.d. Web. 20 June 2014.
<https://www.facebook.com/pondsmenph>.
31 "Pond's Men Philippines." Facebook. N.p., n.d. Web. 6 July 2014.
<http://www.facebook.com/pondsmenph/timeline>.
32 "Ponds Men." Pond's Men. N.p., n.d. Web. 6 July 2014.
<http://www.pondsmen.ph/products/detail>.
33 "Population of the City of Manila Climbed to 1.7 Million (Results from the 2010
Census of Population and Housing)." Philippine Statistics Authority. N.p., 26 July 2013. Web. 13
July 2014. <http://www.census.gov.ph/content/population-city-manila-climbed-17-million-results-
2010-census-population-and-housing>.

34 "Skin Care Products for Men | Body Wash & Deodorant for Men | Dove Men+Care."
Dove Men+Care. N.p., n.d. Web. 6 July 2014. <http://www.dovemencare.com/Products>.
35 "Skin Care for Men, Body Wash, Face Wash and Soap for Men - Dove." Dove
Philippines. N.p., n.d. Web. 1 July 2014. <http://www.dove.ph/fi/Products/Men-
Care/default.aspx>.
36 "Skin Care in the Philippines." Euromonitor. N.p., June 2013. Web. 9 June 2014.
<http://0-
portal.euromonitor.com.lib1000.dlsu.edu.ph/Portal/Handlers/accessPDF.ashx/Skin_Care_in_the_P
hilippines.pdf?c=22f=S-234422-
23551722.pdf&saveAsName=Skin_Care_in_the_Philippines&code=R1UNQJFBcMLLpxuF0WF
zq48mhVU%3d>.
37 "Super Premium Beauty and Personal Care in the Philippines." Euromonitor. N.p.,
April 2013. Web. 10 July 2014. <http://0-
portal.euromonitor.com.lib1000.dlsu.edu.ph/Portal/Handlers/accessPDF.ashx/Super_Premium_Be
auty_and_Personal_Care_in_the_Philippines.pdf?c=90f=S-228591-
23218890.pdf&saveAsName=Super_Premium_Beauty_and_Personal_Care_in_the_Philippines&c
ode=uD>.
38 "Synovate survey scrutinizes male Filipino vanity." Philippine Star. N.p., 16 Nov.
2009. Web. 21 July 2014. <http://www.philstar.com/business-usual/523333/synovate-survey-
scrutinizes-male-filipino-vanity>.
39 "The L'Oreal Luxury brands: Ralph Lauren, Lancome, Biotherm, Cacharel.. - L'Oreal
Group." L'Oreal Group. N.p., n.d. Web. 6 July 2014.
<http://www.loreal.com/Article.aspx?topcode=CorpTopic_Brand_Luxury>.

40 "Total Annual Receipts and Disbursement by Income Class and by Region: 2012."
Philippine Statistics Authority. N.p., n.d. Web. 3 July 2014.
<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
Help a Business?.Retrieved from the world wide web:
http://dc.weber.edu/cdm/ref/collection/SMT/id/19

XIV. Appendix
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:


1. Identify the brands you are aware of (use table above)
2. Which of these have you tried before? (use above table)
3. Do you know any other brands that were not mentioned above? (use table)
4. Where did you first learn about the brand (FM)? (use table above)
5. What about other brands? (use table above)
6. What kind of skin care or grooming products are you aware of?
____Cleansing/Facial Wash ____Exfoliation products ____Moisturizer _____Pre Shave

Cream ____Post Shave Cream ____ Acne Control
____Eye Creams _____Anti Aging Creams ____Oil Control Creams
____Sun products _____Deodorants _____Fragrances ____Others:

7. What kind of skin care or grooming products of CLINIQUE FOR MEN are you aware of?

Cream ____Post Shave Cream ____ Acne Control
____Eye Creams _____Anti Aging Creams ____Oil Control Creams
____Sun products _____Deodorants _____Fragrances ____Others:

8. What advertisements of men skin care or grooming products have you seen in the past
week?
___________________________________________________

USAGE

9. Do you use skin care products? ___Yes ___No
10. If yes, what type of products have you tried?

Cream ____Post Shave Cream _____ Acne Control
____Eye Creams _____Anti Aging Creams _____Oil Control Creams
____Sun products _____Deodorants _____Fragrances _____Others:

11. What type of products do you use daily/ monthly?

Cream ____Post Shave Cream _____ Acne Control
____Eye Creams _____Anti Aging Creams _____Oil Control Creams
____Sun products _____Deodorants _____Fragrances _____Others:

12. What other products would you like to see in skin care and grooming?
____________________________________

13. How often do you use skin care or grooming products?

____Daily _____5-6 days a week ______3-4 times a week _____1-2 times a week
____Occasionally

14. What brand of skin care or grooming product did you last use?
15. Why? _________________________
16. What brand of skin care or grooming product do you usually use?
17. Why? _________________________
18. Where do you buy your skin care or grooming products?
_____Watsons, PCX etc.

_____ Department Stores
_____ Directly to the brands store
_____Online
_____ Abroad
_____ Supermarket
_____ Others:

19. For what purpose 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?
_____Advertisements _____ Celebrity Endorsements _____Family and Friends

_____ Sampling _____Others:

21. Are you more inclined to buying when there are promos? ___Yes ___No
22. What size of product do you usually buy? _____Biggest ______Middle _____Smallest
23. How much do you spend on skin care or grooming products?
o Php200-500
o Php501-800
o Php801-1,000
o Php1,001-4,000
o Php4,001-7,000
o Php7,001-10,000
o Php10,000-above
24. How long does your skin care or grooming products usually last?
_____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?
________________________


28. What products of Clinique for Men are you aware of?
____Face Wash ____Anti age Moisturizer

____Exfoliating Tonic ____Broad Spectrum SPF 21 Moisturizer
____Watery Lotion ____Face Scrub
____Moisturizing Lotion ____Aloe Shave Gel
____Oil Control Mattifying Moisturizer
____Anti Age Eye Cream ____ Anti Fatigue Eye Gel
____Dark Spot Corrector ____ Clinique Happy for Men
____ Anti Perspirant Deodorant

29. Which product would most appeal to you?

____Dark Spot Corrector

30. What advertisements of Clinique for Men have you heard or seen?
____Radio ____Magazine _____Newspaper ____Friends _____Events _____Online ____Others:

____None
31. Have you ever tried any products from Clinique for Men? ___Yes ____No
32. If yes, which products have you tried?

____Dark Spot Corrector ____ Clinique Happy for Men

33. If no, why? __________________________________________
34. Why do you use Clinique for Men products?
35. What about your last purchase did you specifically like?
36. What about your last purchase did you specifically did not like?
37. What is your most common concern with regards to skin care or grooming?
____Dry Skin ____Acne ____Daily Cleansing

____ Oily Skin ____Sun damage ____Others:

____Uneven Skin Tone ____Pores

38. What are the factors you consider when choosing your skin care product? Rank 1-12, with 1
being the most important.

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)

CHARACTERISTICS Clinique Kiehls Clarins Ponds Dove Nivea Master

(Rate here)
___Price
___Availability of product
___ Caters to basic needs
___Effectiveness
___Packaging
___Size
___ Well known name or

Popularity in the market
___Knowledgeable
salespeople
___ Addresses targeted
concerns/ problem areas
___ Convenience of store
location
___ Smell/ scent
___ Wide Variety of Products
40. What type of media are you most exposed to? Rank 1-3 with 1 being the highest
Above the line

Print
Radio
TV


41. What type of media are you most exposed to? Rank 1-7 with 1 being the highest
Below the line

Flyers
Brochures
Posters
Streamer/Banners
Events
Social Media (Facebook, Twitter, Instagram, etc.)
Out of Home


B. Results
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
3% 21% Mandaluyong City

2%
Makati 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
When thinking about men's skin

care what brand's come to mind?
FM OM Aided
27
24 25
22 21 20 22
18
16
14 14
11 12
10
8
6 5 5 5 4 5
3 2 3 3
0 1 0 0 0 1 1 0 0 1 0 2 0 0 0 0 0 0 1 0 0 1 0 0 2 0 0 1 0 0 1 0 0 1 0 0 1 0 0 0 0

Where did you learn about the

brand?
Other Brands (320 answers) First Mention (230 answers)
Passed by and saw it 11%

11%
Family and Friends 10%
18%
Radio Ads 5%
4%
TV ads 19%
21%
Billboards/Poster 13%
10%
Social Media 8%
11%
Internet 12%
7%
Print 9%
9%
Word of Mouth 8%
9%
What skin care or grooming products are

you aware of?
Clinique for Men (out of 26 people) Grooming Products in General (out of 100 people)
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
What advertisements of men

skin care or grooming have you
seen in the past week?
Kiehl's 30
Nivea for Men 49
Pond's Men 48
Vaseline 7
Master 52
0 10 20 30 40 50 60
Do you use skin care

products?
Yes
No

What type of products have you

tried?
Fragrances 62
Deodorants 82
Sun Products 36
Oil-Control Cream 14
Anti-Aging Cream 6
Eye Cream 6
Acne Control 34
Post-shave Cream 32
Pre-shave Cream 60
Moisturizer 68
0 10 20 30 40 50 60 70 80 90 100
What type of product do you use daily

or monthly?
Fragrances 52
Deodorants 72
Sun Products 14
Oil-Control Cream 6
Anti-Aging Cream 6
Eye Cream 4
Acne Control 18
Post-shave Cream 20
Pre-shave Cream 44
Moisturizer 50
0 10 20 30 40 50 60 70 80 90

How often do you use skin

care or grooming products?
2%
Daily
11%
5-6 times a week
11%
3-4 times a week
76% 1-2 times a week

Occasionally
What brand of skin care or

grooming product did you last
use?
1% 2%
2%
Nivea
Anthony's
24%
20% Derma
1% Dove
2% Kiehls
6% 14%
Cetaphil
6%
Belo men
22%
Ponds

What brand of skin care or grooming product do

you usually use?
1%
1%
1% Nivea
2% Gillette
16% Dove
Cetaphil
17%
Nutraderm
2% Olay
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

Where do you buy your skin care

grooming products?
Abroad 6
Online 2
Directly to the brand's store 12
Supermarkets 42
Department Stores 35
Watson's, PCX, etc. 56
For what purpose do you use skin

Satisfy basic needs 58
Spcial Occassions 8
To feel good 64
To look good 48
0 10 20 30 40 50 60 70
What motivates you to buy skin

Sampling 31
Family and Friends 52
Celebrity Endrosements 29
Advertisements 46
0 10 20 30 40 50 60

Are you inclined to buying

when there are promos?
28% Yes
72% No
How much do you spend

on skin care or grooming
products?
7%
Php 200-500
17% Php 501-800
15% Php 801-1000
41%
Php 1001-4000
20%
Php 4001-7000
What size of product do

you usually buy?
4%
biggest
50% middle
46%
smallest

How long does your skin

care or grooming products
usually last?
4%
9% Less than a month

15%
1-2 months
3-4 months
72%
5-6 months
How many skin care or

grooming products do you
own?
11% 1% 1%
1 to 2
3 to 4
22%
5 to 6
17%
7 to 8
48%
9 to 10
10 and above
Who buys your

personal care
products?
20%
Myself
4%
Wife
76%
Family

What products do you buy along

with your skin care or grooming
products?
3%
Other Skin Care Products
10% 13% Cotton Buds
9% Dental Products
26% Hair Products

13%
Groceries
26% Shaving Products

Medications
What products of Clinique for Men are

you aware of? (Out of the 26 who are
aware of Clinique for Men)
Clinique Happy For Men 26
Anti Fatigue Eye Gel 2
Aloe Shave Gel 5
Face Scrub 8
Broad Spectrum SPF 21 Moisturizer 3
Anti-Age Moisturizer 6
Anti Persperant Deodorant 6
Dark Spot Corrector 2
Anti-Age Eye Cream 1
Oil Control Mattifying Moisturizer 7
Moisturizing Lotion 9
Watery Lotion 3
Exfoliating Tonic 6
Face Wash 26
0 5 10 15 20 25 30

What products would most appeal to

you?
Aloe Shave Gel 14
Face Scrub 28
Watery Lotion 16
Exfoliating Tonic 24
Face Wash 70
0 10 20 30 40 50 60 70 80
What advertisements of Clinique for

Men have you heard or seen?
None 74
Online 14
Events 6
Family and Friends 10
Newspaper 4
Magazine 22
Radio 0
0 10 20 30 40 50 60 70 80

Which products of Clinique for Men

have you tried?
Clinique Happy For Men 6
Aloe Shave Gel 1
Face Scrub 2
Watery Lotion 1
Exfoliating Tonic 2
Face Wash 9
0 1 2 3 4 5 6 7 8 9 10
Why dont you use Clinique for

Men products? (Out of 82
responses)
6% 3%
Low Awarness
Precieved as a woman's
brand
36% Happy with current
55%
brand
Others

Why do you use Clinique for Men?

(Out of 18 responses)
4%
Tried only once

13%
Gift
6% 40%
Only uses Happy for Men
Suitable for sensitive skin
17%
Good Quality
20% Others
What is your most common concern

with regards to skin care or
grooming?
Dry Skin
12%
19% Oily Skin
Uneve Skin tone
9% Acne
31%
6% Sun Damage
Pores
19%
Daily Cleansing
4%

What factors do you consider in choosing your

skin care products? (Rank 1-12)
13
1
12
2
11
3
10
4 9
5 8
6 7
7 6
8 5
9 4
3
10
2
11
1
12
0
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
Cater to Basic Needs

6
0
Effectiveness
6
0

Packaging
6
0
Size
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0

Populartity in the Market

6
0
Knowleadgeable Sales People

6
0

Address Targeted Concerns

4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Convenience of store location

6
0

Smell/Scent
6
0
Wide Variety of Products

6
0
What Type of Media are you

exposed to? (ATL)
TV 80
Radio 62
Print 76
0 20 40 60 80 100

What Type of Media are you

exposed to? (BTL)
Out of Home 63
Social Media 90
Events 40
Streamer/Banners 42
Posters 47
Brochures 36
Flyers 45
0 20 40 60 80 100
What type of media are you

exposed to? (ATL)
4

1
3

2
2

1 3

0 4
Print Radio TV

What type of media are you exposed

to? (BTL)
8
7
1
2
6
3
5
4
5
3
6
2
7
1
8
0
C. Detailed Value Sales
Value Sales of Mens Deodorant
Sales of Mens Deodorant: Value (2007-2012)
In Ps Million
Year Value % Growth
2007 1,072.8 -
2008 1,142.6 6.5%
2009 1,234.0 8.0%
2010 1,338.9 8.5%
2011 1,405.8 5.0%
2012 1518.3 8.0%

sources
Mens deodorant grew to 8% in 2012, despite its lowest growth in 2011 (5%). It reached its
highest growth of 8.5% in 2010.
Value Sales of Mens Pre-Shave

Sales of Mens Pre-Shave: Value (2007-2012)
In Ps Million
Year Value % Growth
2007 112.9 -
2008 118.0 4.5%
2009 122.7 4.0%
2010 127.0 3.5%
2011 131.8 3.8%
2012 136.5 3.7%

sources
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.
Value Sales of Mens Post-Shave
Sales of Mens Post-Shave: Value (2007-2012)
In Ps Million
Year Value % Growth
2007 67.7 -
2008 68.0 0.4%
2009 68.7 1.0%
2010 69.7 1.5%
2011 70.2 0.7%
2012 64.6 - 8.0%

sources

Mens post-shave is experiencing a decline in growth from 2010-2012 having a negative
growth rate of -8.0% in 2012, as people seem to buy less of this category.
Forecast Value Sales of Mens Deodorant
Forecast Sales of Mens Deodorants: Value (2014-2017)
2014 2015 2016 2017
Value (Ps in 1,665.9 1,732.6 1,793.3 1,847.0

Million)
% Growth - 4.0% 3.5% 3.0%

sources
Mens deodorant will continue to see a decline in its growth rate throughout the forecasted
periods.
Forecast Value Sales of Mens Pre-Shave
Forecast Sales of Mens Pre-Shave: Value (2014-2017)
2014 2015 2016 2017
Value (Ps in 136.6 137.3 138.1 138.9

Million)
% Growth - 0.5% 0.6% 0.6%

sources
Mens pre-shave will also experience a stable declining growth rate 0.56% throughout the
forecasted periods.
Forecast Value Sales of Mens Post-Shave
Forecast Sales of Mens Post-Shave: Value (2014-2017)
2014 2015 2016 2017
Value (Ps in 57.5 56.5 56.1 56.1

Million)

% Growth - - 2.0% - 0.7% 0%

sources
Mens post-shave will continue to decline until it ceases to grow or decline in 2017.
D. 4Ps Summary Charts: Masstige Brands
Product
BRAND PRODUCT PACKAGING
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
Nivea Men Silver Protect Has a modern and slick

o Spray look.
o Roll-On Color of Packaging
o Stick (Navy Blue, Silver,
Invisible for Black & White White and Black) is very
Power fresh and cool.
o Spray Gives emphasis on the
o Roll-On design of packaging to
Sport Spray Dry Impact give of a manly/cool
o Spray vibe
o Roll-On
o Stick
Cool Kick
o Spray
o Roll-On
o Stick
Fresh Active

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
Ponds Men Energy Charge Eye-catching and

o Face Wash modern design with a
o Face Moisturizer hint of simplicity
Acne Clear Oil Control Color of packaging is
o Face Wash black/dark brown with
slight touches of bright
colors
Similar to a battery
packaging
Emphasizing on its
energizing/revitalizing
Master A. Master Facial Washes Simple and direct to the

o Oil Control Max point packaging
o Whitening Plus Color of packaging are
o Active Whitening black and white or clear
o Anti Pimple Very distinct, somewhat
B. Master Deep Facial Cleansers similar to motor oil
o Oil Control Max packaging
o Whitening Plus
o Active Whitening
o Anti Pimple
C. Master Face Moisturizers

o Oil Control Max

o Whitening Plus
Brand Skin Shave Anti- Whitening Body

Care Aging
Clinique for
Men
Dove Men +
Care
Nivea for Men

Ponds Men

Master
Price
Product: Nivea For Men Volume Price
Silver Protect Spray 150ml Php 185.75
Silver Protect Spray 50ml Php 108.00
Silver Protect Roll-On 50ml 50ml Php 104.00
Invisible for Black & White Power Spray 150ml Php 196.00
Invisible for Black & White Power Roll-On 50ml Php 89.75
Sport Spray 150ml Php 179.75
Dry Impact Spray 150ml Php 188.75
Dry Impact Roll-On 25ml Php 54.75
Cool Kick Spray 150ml Php 188.75
Cool Kick Spray 50ml Php 97.00

Cool Kick Roll-On 50ml Php 94.00
Fresh Active Spray 150ml Php 188.75
Whitening for Men Roll-On 50ml Php 94.00
Whitening for Men Roll-On 25ml Php 52.75
Extra Whitening Facial Foam Pore 100ml Php 170.50

Minimizer
Extra Whitening Moisturiser Pore 40ml Php 201.50

Minimizer SPF30
Anti-Aging Facial Foam Q10 100ml Php 170.50
Anti-Aging Age Repair Moisture Gel Q10 50ml Php 384.75
Multi-Effect 8 Face Wash 100ml Php 148.75
Multi-Effect 8 Moisture Gel 50ml Php 199.75
Multi-Effect Cooling Volcanic Mud Foam 100ml Php 139.05
Multi-Effect Cooling Volcanic Mud Foam 50ml Php 79.00
Whitening Acne Oil-Control Cleanser & 100ml Php 191.75

Scrub Pore Minimizer
Whitening Acne Oil-Control Cleanser & 50ml Php 118.75

Scrub Pore Minimizer
Revitalizing Body Lotion 250ml Php 184.75
Product: Dove Men + Care Volume Price
Body and Face Washes 400ml Php 165.00
Body and Face Bars 113g Php 59.75
Antiperspirant Roll-On 40ml Php 95.00
Antiperspirant Stick 20g Php 73.75
Facial Foam 130ml Php 295.00
Facial Foam 120g Php 190.00

Product: Ponds Men Volume Price
Energy Charge Face Wash 20g Php 45.00
Energy Charge Face Moisturizer 15g Php 145.00
Energy Charge Face Moisturizer 50g Php 150.00
Acne Clear Oil Control Face Wash 50g Php 110.00
Acne Clear Oil Control Face Wash 100g Php 190.00
Product: Master Volume Price
Oil Control Max 5g Php 5.00
Whitening Plus 5g Php 6.00
Active Whitening 5g Php 5.00
Anti Pimple 5g Php 5.00
Oil Control Max 70ml Php 31.50
Whitening Plus 70ml Php 40.00

Active Whitening 70ml Php 31.50
Anti-Pimple 70ml Php 35.50
Category Dove Men + Nivea for Men Ponds Men Master

Care
Skin Care Php 59.75- Php 79.00- Php 45.00- Php 5.00-140.00
165.00 384.75 190.00
Shave - - - -
Anti-Aging - Php 170.50- - -
384.75
Whitening - Php 170.50- Php 45.00- Php 5.00-140.00
201.50 190.00
Body Php 59.75- Php 184.75 -
165.00

Volume Dove Nivea for Ponds Master

(mL) Men+ Men Men
Care
5-25ml Php 73.75 Php 52.75- Php 45.00- Php 5.00-

54.75 145.00 19.50
40-90ml Php 95.00 Php 79.00- Php 110.00- Php 31.50-

384.75 350.00 80.00
100-150ml Php 59.75- Php 139.05- Php 190.00 Php 47.00-

295.00 196.00 140.00
200-400ml Php 165.00 Php 184.75 - Php 66.50-

84.00
Place
Brand Rustans Department Groceries Super- Drug- Free-

Stores markets stores Standing
Clinique
for
Men
Dove Men
+ Care
Nivea
Men
Ponds
Men
Master

Promotion
CLINIQUE DOVE MEN NIVEA FOR PONDS

FOR MEN CARE MEN MEN
PROMOTION Gift with Bundling Tie-ups with N/A

purchase, marathons
discounts and fitness
during centers/
special gyms
occasions
ADVERTISING Official Official Dove Official Official

PROGRAMS Website, PH website, Nivea Men Ponds Men
Facebook Youtube PH website, website,
Page, page/ Facebook Facebook
Magazine videos, page, TV page, Twitter,
ads and radio commercials, TV
product commercials, Twitter commercials,
features catering to Magazine
womens ads, posters,
emotions, billboards,
Facebook radio ads,
page, events,
Instagram, Celebrity
Newspaper/ endorsers:
Magazine Xian Lim,
features Anton Del
Rosario, Rico
Blanco
SOCIAL Facebook Facebook Facebook Facebook

MEDIA Page- Page - Page Page-110,020
PRESENCE 6,898,165 22,466,448 -232,542 likes
likes like likes (facebook.co
(facebook.c (facebook.co (facebook.co m/pondsmen
om/Clinique m/DovePh) m/NIVEAM ph)
Ph) ENPH)
Twitter Twitter
(@DovePh) Twitter (@pondsmen
-6,519 (@NiveaFor ph)-852
followers Men) -1,900 followers
followers

Instagram Instagram
(@DovePh) (@pondsph)
-1,507 - 4,930
followers followers
MASTER
SALES Sampling in PBA games, sponsorship

PROMOTION of PBA players, PBA itself
ADVERTISING Facebook page, Twitter, TV commercials,

PROGRAM Magazine ads, posters, billboards, radio, events,
celebrity endorser: Chris Tiu, Mark Pingris and
Jeron Teng.
SOCIAL Facebook Page

MEDIA -641,932 likes
PRESENCE (facebook.com/MasterPhilippines)
Twitter
(@MasterGameFace)
-2,165 followers
Instagram
(@mastergameface)
-1,441 followers


E. Proposed Executions

STORYBOARD:



Viral Video Copy:
30-second video
5 Things Men Dont Know That Women Want

Background Music: Music similar to Sexy Sports Great Ad for Earphones
YouTube video. Or some electric guitar plucking in a sexy
rhythm
All girls will have that girl next door smart type look.

Girl #1: I love it when a man plays sports
Enter Scene: Guy playing basketball (White background with Hoop and Ball)
Points: 65
Zoom in to guys face
**Pogi Points: goes up to 110 after showing pogi face.

Girl#2: Hes got to have a sense style, not some guy who wears the first thing he sees in his
closet
Enter Scene: Toe to head of guy in a leather shoes black suit white longsleeves black tie
(White Background)
Points: 71
Stop at guys face

Girl #3: The way he talks and the way he articulates his thoughts makes him sound so sexy.
Enter Scene: Guy saying maybe we should grab coffee some time. Not question. (White
background)
Points: 83
Zoom out to guys face

Girl #4: I really love it when a guy knows how to take care of his woman.
Enter Scene: Guy pulling a chair for his woman during a date. (White background with
candle light dinner set up) Guy shot from back, only girl is seen.
Points: 96
Ikot to guys side, zoom to face

Girl #5: Theres just something about seeing a man who is good with kids it makes any
womans heart melt.
Enter Scene: Guy playing with kids, kids should be extremely happy (White background)
Guy shot from back, lift kid, superman style or running after each other.
Points: 100
Ikot to guys side, zoom to face

CBB* Theres a science to looking good.

Print Ad: Mircosite:
Posters:
Tent Cards

Theres a science to looking good.




Nest Bar

Store Layout

F. Break Even Analysis
Break Even Analysis Per Year
The table above shows the target sales necessary for Clinique for Men in order to reach break
even per year.
Break Even Analysis Per Month
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.

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A Marketing Plan

Submitted to the Faculty of the

In Partial Fulfillment of the Requirements

this once in a lifetime journey would not have been as amazing.

are all forever in our hearts.

information you have provided us to accomplish our paper.

cherish and hold these lessons as we move on to the future.

marketing plan has been provided a budget of Php 2 Million.

Geographical Scope: Philippines

problem areas; includes the face and parts of the body

used for the face

Moisturizing- used for hydration of the skin through trapping in moisture

urban areas of Metro Manila, class A to Upper C.

skin care and body care

order to get desired results.

to build a stronger relationship with them.

The Ancient Egyptians (3,000BC-1,070BC) are considered to be the pioneering culture to

In a recent article by Washington Post, a new breed of metrosexuals known as

spornosexuals is currently emerging. Spornosexuals are described as hyper-sexualized, body

skin care product used by men.

Composition, Size & Market Segments

Figure 1. Male Grooming Products Global Standing

progression of male grooming in the world.

1) Company Share for Beauty & Personal Care

Figure 2. Beauty and Personal Care Company Shares (2012)

share of 4% compared to global ones.

Figure 3. Skin Care Company Shares (2012)

beauty and personal company share in Figure 2.

Figure 4. Mens Grooming Company Shares (2012)

1) Brand Share for Beauty and Personal Care

Figure 5. Beauty and Personal Care Brand Share (2012)

Figure 6. Skin Care Brand Share (2012)

strong dominance of masstige brands in skin care.

Figure 7. Mens Grooming Brand Share (2012)

possesses only 1% in brand share.

1) Sales by Skin Care Category

maintaining a fair and spotless complexion.

hand and body care with 62.7%.

1) Value Sales of Mens Grooming

Figure 10. Sales of Mens Grooming: Value (2007-2012)

Figure 10 represents the 6% increase in sales

for 2012. In Euromonitor, mens grooming is

categorized into two- mens toiletries and mens

shaving. As of 2012, mens shaving leads in terms

of sales. Although in terms of growth, mens

toiletries increased to 9.2% as compared to mens

shaving with 2.8%. The growth of mens toiletries

mens toiletries within mens grooming.

2) Value Sales of Mens Toiletries

Figure 11. Sales of Mens Toiletries: Value (2007-2012)

Source: Euromonitor International from official statistics, trade

2007 1,692.9 - The bulk of sales generated from mens

2008 1,801.9 6.4% toiletries comes from mens deodorant (1518.3

2009 1,934.1 7.3% in Ps million in 2012), and is followed by mens

2012 2,386.3 9.2%

Figure 12. Sales of Mens Skin Care: Value (2007-2012)

Source: Euromonitor International from official statistics, trade

Year Value % In 2012, mens skin care surpassed all of

2011 500.8 3.0% Men, who aggressively pushed their products in

interest of men towards body care and facial moisturizers.

4) Value Sales of Mens Shaving

Figure 13. Sales of Mens Shaving: Value (2007-2012)

Source: Euromonitor International from official statistics, trade associations,

Year Value % Growth Mens shaving is considered the driving force in