REPUBLIC OF THE PHILIPPINES

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

QUEZON CITY BRANCH

Brand Management MARK 4133

ENDANGERED BRAND
Assignment

SUBMITTED BY:

ANJENETTE C. BARRA

COURSE & SECTION:

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

MAJOR IN MARKETING MANAGEMENT

-FOURTH YEAR, SECTION 1-

SUBMITTED TO:

PROF. ANNALIZA V. MUOZ

ENDANGERED BRANDS
As time goes by, there are changes we cannot control. Things will eventually change as
Change is constant. And as everything is keep changing, this is a great challenge for
businesses to cope with changes successfully. Fortunately, many companies that were
established for how many years are still on track and keep growing, and also fervently getting
on top in the line of industry they belong. However, as time passes by there were also some
brands which can no longer be seen in the market because of different reasons. And for me to
save the weak brands from failure, they need to make strategies how to deal with the changes
in external environment and tactics to invigorate their brands.

A. STAY FRESH CANDY

Product Name: STAY FRESH Menthol Candies
Company: Super Candies Corporation
Price: P29.35/150g pack
P1.00/5g sachet
Description: Small green balls of mint flavor

Problem:
Stay Fresh candy is one of the Pinoy candies from 90s that are still available today. This
brand has never changed. It looks and tastes just exactly the same as when it had been sold in
the past. It seems that the company would like to settle in the traditional attributes of their
product. However, like other candies of old times it looks threatened to be moved out in the
market. Whereas today, there are new varieties of candies exist like Fres and Tictac, and brands
such as Mentos and Maxx which creates additional flavor. And if we will analyze, these brands
are creating innovations and branding strategies to increase consumers demand in which the
Sugar Candies Corporation is deficient.
Prescription:
I will recommend to the Sugar Candies Corporation to get out of the box and try making
changes into their brand. In which they should start from changing their brand logo. While the
brand name Stay Fresh is quite enough, because it bears a good description about the
product and can be a reminiscence of the old version as it will be upgraded. And I suggest
changing their brand logo to something cool and classy which helps to build consumers
perception about the product. And here is a suggestion below:

There are changes in font. From yellow it turned to white, because its more visible with
the green background of the package. And instead of using a light plastic for the package, I
think its much better to change it to a metallic foil plastic. And using a metallic foil plastic can
also add to the quality perception of the product.

The small green balls of Stay Fresh are look like a pellet gun
which is more likely as childrens candy. Then, they should make
enhancement to its shape. So instead of being spherical why not
turn it to pill-shaped. It will look bigger than the previous shape and
it will not only perceive as kids candy but also for grown-ups.

They could also make an upgrade to its packaging and

make additional choices for the customer. For more quantity
consumption and to make it convenient for consumers to carry
the Stay Fresh anywhere, why not create a mini plastic
container. This will also add up to the quality of the product.

And these improvements will only be effective if the customers are informed.
Traditionally, TV advertisement is a powerful means to convey promotional message to a pool
of customers. So they have to make an investment in creating advertisement. They could also
use social media, as there are billions of people are engaging in Facebook, Twitter and YouTube.
And create content marketing that could capture the hearts of Filipinos again and turn back to
the once that has been popular and favorite candy.

B. PERLA
Product Name: Perla Laundry Soap
Company: Procter & Gamble
Price: P13.75/ 95g
Description: Perla Laundry Soap contains all-natural ingredients,
mostly coconut-based components, to maintain soft, smooth,
radiant skin and avoid strong compounds usually found in an
ordinary laundry detergent brand. It enhances skin while washing
and cleaning the clothes.
Tag Line: "Bida sa Linis, Panalo sa Kutis!"

Problem:
Perla soap has been introduced in the local market way back
1949. The elders said that Perla is not just a detergent soap but also
can be used as bath soap to whiten skin. And there are some
testimonials that Perla is effective to clear pimples. But there is a
problem in using Perla as bath soap because some said that it leaves
the face and body dry. And some felt stings and had red spots on their
skin, in tummy and limbs, after they had washed with Perla.
 Nevertheless, the effectiveness of Perla is merely depends on skin type. Because there
are some who are satisfied and loyal user of Perla.

Perla

Retrieved from https://www.everydayme.com.ph/home/laundry/article/perla

Prescription:
Perla is originally introduced in the market as a laundry soap which is gentle on hands.
But for some consumers, Perla is one of a kind as they used it for laundry and bath soap. This is
can be used as an advantage of the product. And the company needs to make an improvement
to enhance the product formula by adding a moisturizer, for example Aloe Vera.
The dual purpose of Perla is a good strategy to enrich the perceived quality of the
product. As there are different kinds of detergent now available in the market, the 2 in 1
product offering of Perla will be advantage.
In line with the improvements of their product, they should create a new packaging for
their new product formula. I suggest making the packaging more feminine and focused more in
the beauty and wellness category. The company could build the trust of the customer if they
will give them chance to experience it. So I recommend for them to give samples to households,
especially moms as they are mostly who decides for their family. Also, I suggest to the company
to launch an advertisement for their newly improved Perla to inform the wider range of market.