OUTLINE

PART I: STP APPROACH

Segmentation

 What are the segmentation strategies used by the group?

 What are the different segments identified?

Targeting

 Who is the target market of the brand?

o Low income earners who still need makeup (C2, D)
 What targeting strategy/ies is/are being used by the brand?
 Show computation of the assumed size of the target market.
 Present the target market using a Consumer Persona

Positioning

 What is/are the differentiation/competitive advantage/s of the brand?

o Cheap/affordable
 What is the value proposition of the brand?
 Present your positioning map with your competitors (3-5 competitors)
o Avon
 Present the Positioning Statement of the brand. If the brand does not have a positioning
statement, formulate one based on the results of your research.

PART II: APPLICATION

 Among the 10 Consumer Behavior Models discussed in class, choose at least one which
you plan to use in analyzing the target market of your brand.
 Briefly discuss the chosen model/s
 Enumerate the different variables and relate it to your brand.
 Discuss the relationships between the variables.
 As a brand that provides affordable cosmetics, Ever Bilena targets Filipino women who
belong to classes B, C and D. Included in the social classes are professionals, low income
earners, laborers, students as well as beginners.

The targeting strategy used by Ever Bilena is undifferentiated marketing. According to

Dahlia Uhlig (2018), “undifferentiated marketing strategy focuses on an entire target market rather
than a segment of it.” The brand’s products and promotions are targeted towards the masses. For
instance, Ever Bilena’s Matte lipstick can be used by anyone, regardless of age.

Show computation of the assumed size of the target market

AGE RANGE TOTAL FEMALE POPULATION FOR PH

15 - 19 4,988,946

20 - 24 4,671,722

25 - 29 4,107,630

30 - 34 3,585,931

35 - 39 3,295,338

40 - 44 2,853,937

45 - 49 2,603,861

50 - 54 2,202,968

TOTAL FEMALE POPULATION FOR PH 28,310,333

FROM AGES 15-54

Social Income No. of Families Percentage

Class (in thousands)
A 250,000-above 355 1.56 = 2
B 100,000-249,000 901 3.96 = 4
C 60,000-99,999 3,268 14.38= 14
D 40,000-59,999 10,318 45.39= 45
E Under 40,000 7,888 34.70= 35
Total 22,730 100

BCD Percentage: 4+14+45= 63%

Total Female Population (PH) 15-54 28,310

  Present the target market using a Consumer Persona

The researchers will make use of three consumer personas. The first persona will be Angel,
a 17-year-old student who will be starting college in August. Coming from a conservative Catholic
high school, Angel was not allowed to wear makeup to school. Thus, this will be her first time
wearing makeup. Since she is still experimenting with what kind of makeup suits her skin, Angel
does not want to spend a lot on makeup products.

On the other hand, Benilda is a 24-year-old sales lady at a department store. She is the only
one in her family who has a job, making her the breadwinner. Being in the service industry, Benilda
has to look presentable all the time at work. Despite the need to feed her whole family, she will
still have to allot money for makeup. Benilda is always on the look for high quality makeup at an
affordable price.

Jinkie, a 39-year-old mom, experiences the same struggles as Benilda. Jinkie works as a
secretary. She has always been fond of wearing makeup however, because of her busy work
schedule, Jinkie does not have time to learn how to put on makeup. Thus, the only thing she
wears as makeup is lipstick. Being a mom to four kids, makeup is not one of her priorities. When
she has the time to shop, she likes to shop for lipsticks that are affordable.

1. Student: Angel
 Age: 17
 Experimenting with makeup
 Starting college
 On a budget
2. Sales Lady (kailangan sa work): Benilda
 Works at a department store
 Need sa work mag makeup
 Age: 24
 Low income
 Breadwinner of the fam so hindi priority to buy makeup
3. Mom: Jinkie
 Age: 39
 4 kids
 Mahilig maglipstick pero hindi marunong mag makeup
 makeup not a priority
 Low middle class
 sec.