A marketing plan for Diana Stalder
Date of Publication
2012
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Commerce Major in Marketing Management
Subject Categories
Marketing
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Thesis Adviser
Benison Y. Cu
Defense Panel Member
Luz Suplico-Jeong
Carmelita Walton
Abstract/Summary
Diana Stalder is a complete face, body and skin care lifestyle solution offering whitening, anti-acne, and anti-aging procedures. Diana Stalder is committed to giving customers quality service at a lower price point than its competitors.
To navigate the already crowded health and well-being industry, the brand is targeting the needs of college students. This need has been identified by their marketing director Francis Labora, who stressed that this market is at the heart of the business plan.
In a company-sponsored research involving monthly patient monitoring (Appendix 7), it was shown that although the college student market is small, the brand saw this as an opportunity since few business plans have revolved around this student market and that this target market is self-recurring in that the student population has a constant base. The research revealed that acne solutions topped the list of the most sought-after cosmetic procedures among college students. However, as they mature, they begin to shift to whitening products and later, anti-aging products. Indeed, if Diana Stalder can build trust and brand loyalty in this market, it will be easy to offer them products that 'follow' them as they age.
Diana Stalder aims to be a major player in the industry. Although the brand caters to the class C demographic, it plans to penetrate class B and class A market as well. To achieve this, the brand only needs to capitalize on its core strengths: • fusion of Swedish and Filipino skin care know-how and technologies • having to manufacture its own products
Although intent on directly offering the products to college students, the brand faces a challenge in commissioning retail outlets that are easily accessible to the target market. Also, to differentiate from the competition that is heavily engaged in low profit margins, Diana Stalder sees the need to invest heavily in innovation. The brand also needs to invest more in educating the consumer about its unique selling point of being a Swiss-Filipino partnership to help differentiate it from the competition.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTU022102
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Recommended Citation
Dela Cruz, A. G., Esparaz, M. A., Sy, E., & Tangcueco, S. T. (2012). A marketing plan for Diana Stalder. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/18190