ever bilena make-up, market research

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Ever Bilena Saturday, March 3, 12

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This presentation discusses the possible target markets/aggregates for a low-end make-up brand in the Philippines. It classifies the brand's customers according to an emerging, current and competitive aggregate.

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Page 1: Ever Bilena Make-up, Market Research

Ever BilenaSaturday, March 3, 12

Page 2: Ever Bilena Make-up, Market Research

brand relationship

backgroundaggregates

brand contact points

Saturday, March 3, 12

Page 3: Ever Bilena Make-up, Market Research

methodology

Saturday, March 3, 12

Page 4: Ever Bilena Make-up, Market Research

need

toknow

indu

stry

you

things

Saturday, March 3, 12

Page 5: Ever Bilena Make-up, Market Research

Hierarchy

makeupof

Saturday, March 3, 12

Page 6: Ever Bilena Make-up, Market Research

Saturday, March 3, 12

Page 7: Ever Bilena Make-up, Market Research

Saturday, March 3, 12

Page 8: Ever Bilena Make-up, Market Research

Saturday, March 3, 12

Page 9: Ever Bilena Make-up, Market Research

Saturday, March 3, 12

Page 10: Ever Bilena Make-up, Market Research

Saturday, March 3, 12

Page 11: Ever Bilena Make-up, Market Research

what’s in

a makeup

kit?Saturday, March 3, 12

Page 12: Ever Bilena Make-up, Market Research

shumacdior

EB

nich

ido

avon in2it

revl

on l’ore

al

Saturday, March 3, 12

Page 13: Ever Bilena Make-up, Market Research

hiyangfactor

Saturday, March 3, 12

Page 14: Ever Bilena Make-up, Market Research

brand identity3Saturday, March 3, 12

Page 15: Ever Bilena Make-up, Market Research

Saturday, March 3, 12

Page 16: Ever Bilena Make-up, Market Research

the problemSaturday, March 3, 12

Page 17: Ever Bilena Make-up, Market Research

emerging competitive currentaggregates

Saturday, March 3, 12

Page 18: Ever Bilena Make-up, Market Research

emerging competitivecurrent

“Pasalamat ka dahil kailangan

kita.”

1Saturday, March 3, 12

Page 19: Ever Bilena Make-up, Market Research

emerging competitivecurrent

“PWEDE NA...Minsan.”

2

Saturday, March 3, 12

Page 20: Ever Bilena Make-up, Market Research

emerging currentcompetitive

neverBilena

1Saturday, March 3, 12

Page 21: Ever Bilena Make-up, Market Research

emerging currentcompetitive

“Pangit mong tingnan Jusko!”

2

Saturday, March 3, 12

Page 22: Ever Bilena Make-up, Market Research

competitive currentemerging

“Pwede Bilena.” 1

Saturday, March 3, 12

Page 23: Ever Bilena Make-up, Market Research

Pasalamat ka dahil kailangan

kita.

Winner

Saturday, March 3, 12

Page 24: Ever Bilena Make-up, Market Research

why?

Saturday, March 3, 12

Page 25: Ever Bilena Make-up, Market Research

Saturday, March 3, 12

Page 26: Ever Bilena Make-up, Market Research

Saturday, March 3, 12

Page 27: Ever Bilena Make-up, Market Research

But…

Saturday, March 3, 12

Page 28: Ever Bilena Make-up, Market Research

Strengthen relationship

Saturday, March 3, 12

Page 29: Ever Bilena Make-up, Market Research

Decision Making ProcessAttentionRUN OUT OF MAKE-UP1

2INTEREST

HIYANG + PASOK SA BUDGET

3SEARCHMALL/ CONVENIENCE STORE/DRUG STORE/ DIRECT SELLER

Saturday, March 3, 12

Page 30: Ever Bilena Make-up, Market Research

4ACTIONBUY FROM STORE/DIRECT SELLER

5shareAmong colleagues

Saturday, March 3, 12

Page 31: Ever Bilena Make-up, Market Research

Brand Contact Audit

Saturday, March 3, 12

Page 32: Ever Bilena Make-up, Market Research

1

“M!"#$%& '$&$%($ $) &**( q!$+,)- .,-$ .$

/$)$+*&.”

Saturday, March 3, 12

Page 33: Ever Bilena Make-up, Market Research

1

“S*br$%& &!.)* "* %$ %$-)r- "* .,-$ .$ b$#$-

b$&* "* b,+#,%!”

Saturday, March 3, 12

Page 34: Ever Bilena Make-up, Market Research

1

“B!',+, "$ %$ %&$-*% "0, %$-)r- '* %$ $) +$+*

"$%& &!'$%($!”

Saturday, March 3, 12

Page 35: Ever Bilena Make-up, Market Research

“M!"#$%& '1(2* '$#$+ .,-$, '$+$'$%& &**( q!$+,)- ‘)*!”2

Saturday, March 3, 12

Page 36: Ever Bilena Make-up, Market Research

“K$#,) '$#$+, '!"#$%& '$&$%($

%$'$% "0, '$($',%& /*+*r..”2Saturday, March 3, 12

Page 37: Ever Bilena Make-up, Market Research

“S!+,) .,-$ "$#,) '$#$+! K$-$

.,&1 %$, b,+, "$ %$!”2Saturday, March 3, 12

Page 38: Ever Bilena Make-up, Market Research

“B$"$ '$&$+,%& -!%& '$"1-!p %,+$ "0, '$&$%($ -!%& '!"#$ %&

.$+3+$(-.”

3Saturday, March 3, 12

Page 39: Ever Bilena Make-up, Market Research

“M$r!%*%& r,% .,-$ '$&+$&$- %& '$"1-!p! M!"#$%& '$&$+,%& $%&

Ev1r B,+1%$!

3Saturday, March 3, 12

Page 40: Ever Bilena Make-up, Market Research

“ 4)1, b$&$- )$+$&$ .$ ‘-*

"$-$ b!',+, "$ %$!”

3Saturday, March 3, 12

Page 41: Ever Bilena Make-up, Market Research

“M$&f11f11+,%& $r)5)$ .,&!r*

$"* "0, $%& &$%($ %&

'$"1-!p %,+$!”

4Saturday, March 3, 12

Page 42: Ever Bilena Make-up, Market Research

“W$+$ %$ $"*%& '$$+$+$

6/1p) -!%& '$"1-!p %&

'&$ '*(1+.”

4Saturday, March 3, 12

Page 43: Ever Bilena Make-up, Market Research

“M$&'!'!"#$%& $r)5)$ "$!”

4Saturday, March 3, 12

Page 44: Ever Bilena Make-up, Market Research

5“S,&!r* p$r1#0

+$%& %& '&$ ,b$%& br$%(. .$ .)*r1.”

Saturday, March 3, 12

Page 45: Ever Bilena Make-up, Market Research

5“4%& ($+,%&

#$%$p,% p1r* p$r$%&

(, .,-$ !%,q!1.”

Saturday, March 3, 12

Page 46: Ever Bilena Make-up, Market Research

5 “S$ ($',%& /#*,/3 '*, .$ ‘-* %$ $%&

(35-*%!”

Saturday, March 3, 12

Page 47: Ever Bilena Make-up, Market Research

{delighters}{disgusters}

{annoyance} {frills <3}

Saturday, March 3, 12

Page 48: Ever Bilena Make-up, Market Research

Saturday, March 3, 12

Page 49: Ever Bilena Make-up, Market Research

None!

Saturday, March 3, 12

Page 50: Ever Bilena Make-up, Market Research

None! DIRECT SELLERS

Saturday, March 3, 12

Page 51: Ever Bilena Make-up, Market Research

None! DIRECT SELLERSSALESLADY

Saturday, March 3, 12

Page 52: Ever Bilena Make-up, Market Research

None! DIRECT SELLERSSALESLADY

Saturday, March 3, 12

Page 53: Ever Bilena Make-up, Market Research

None! DIRECT SELLERSSALESLADY

Saturday, March 3, 12

Page 54: Ever Bilena Make-up, Market Research

None! DIRECT SELLERSSALESLADY

CONVENIENCE STORES

Saturday, March 3, 12

Page 55: Ever Bilena Make-up, Market Research

mind map

Saturday, March 3, 12

Page 56: Ever Bilena Make-up, Market Research

Saturday, March 3, 12

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Functional

Saturday, March 3, 12

Page 58: Ever Bilena Make-up, Market Research

Functional

ConfidenceSaturday, March 3, 12

Page 59: Ever Bilena Make-up, Market Research

Functional

Confidence

“Feeling����������� ������������������  ko����������� ������������������  maganda����������� ������������������  ako����������� ������������������  pag����������� ������������������  ginamit����������� ������������������  ko”

Saturday, March 3, 12

Page 60: Ever Bilena Make-up, Market Research

Functional“’Di����������� ������������������  nagbabakbak”

Confidence

“Feeling����������� ������������������  ko����������� ������������������  maganda����������� ������������������  ako����������� ������������������  pag����������� ������������������  ginamit����������� ������������������  ko”

Saturday, March 3, 12

Page 61: Ever Bilena Make-up, Market Research

“sana����������� ������������������  mas����������� ������������������  mura����������� ������������������  pero����������� ������������������  overall����������� ������������������  walang����������� ������������������  

pagkukulang”

Functional“’Di����������� ������������������  nagbabakbak”

Confidence

“Feeling����������� ������������������  ko����������� ������������������  maganda����������� ������������������  ako����������� ������������������  pag����������� ������������������  ginamit����������� ������������������  ko”

Saturday, March 3, 12

Page 62: Ever Bilena Make-up, Market Research

“sana����������� ������������������  mas����������� ������������������  mura����������� ������������������  pero����������� ������������������  overall����������� ������������������  walang����������� ������������������  

pagkukulang”

Functional“’Di����������� ������������������  nagbabakbak”

It does the job

Confidence

“Feeling����������� ������������������  ko����������� ������������������  maganda����������� ������������������  ako����������� ������������������  pag����������� ������������������  ginamit����������� ������������������  ko”

Saturday, March 3, 12

Page 63: Ever Bilena Make-up, Market Research

“sana����������� ������������������  mas����������� ������������������  mura����������� ������������������  pero����������� ������������������  overall����������� ������������������  walang����������� ������������������  

pagkukulang”

Functional“’Di����������� ������������������  nagbabakbak”

Kahit mahal sulit ang quality

It does the job

Confidence

“Feeling����������� ������������������  ko����������� ������������������  maganda����������� ������������������  ako����������� ������������������  pag����������� ������������������  ginamit����������� ������������������  ko”

Saturday, March 3, 12

Page 64: Ever Bilena Make-up, Market Research

“sana����������� ������������������  mas����������� ������������������  mura����������� ������������������  pero����������� ������������������  overall����������� ������������������  walang����������� ������������������  

pagkukulang”

Functional“’Di����������� ������������������  nagbabakbak”

Kahit mahal sulit ang quality

It does the job

Confidence

“Feeling����������� ������������������  ko����������� ������������������  maganda����������� ������������������  ako����������� ������������������  pag����������� ������������������  ginamit����������� ������������������  ko”

“Pare-pareho����������� ������������������  lang����������� ������������������  ang����������� ������������������  make-

up”

Saturday, March 3, 12

Page 65: Ever Bilena Make-up, Market Research

UtilityBenefit

Saturday, March 3, 12

Page 66: Ever Bilena Make-up, Market Research

RELATIONSHIP STATUS

Saturday, March 3, 12

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RELATIONSHIP STATUS

Saturday, March 3, 12

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RELATIONSHIP STATUS

Saturday, March 3, 12

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RELATIONSHIP STATUS

Saturday, March 3, 12

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stuck in thefriendzone

RELATIONSHIP STATUS

Saturday, March 3, 12

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conclusionSaturday, March 3, 12

Page 72: Ever Bilena Make-up, Market Research

D5),%/) Brand Identity

conclusionSaturday, March 3, 12

Page 73: Ever Bilena Make-up, Market Research

D5),%/) Brand Identity

Stronger r1+$),*%.#,p

conclusionSaturday, March 3, 12

Page 74: Ever Bilena Make-up, Market Research

Saturday, March 3, 12

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Saturday, March 3, 12

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i Love you!Saturday, March 3, 12