University of Santo Tomas

College of Fine Arts and Design

MARKETING PLAN
(Human Nature)

Leader: Roldan, Hannah Chelsea C.

Members:
Begino, Jane Ernestine A.
Castro, Arriane Mae B.
Ignacio, Razbert L.
Sarmiento, Breana Richel T.

1AD-3 Group 5
Product: Conditioner

Human Nature
Product 1.Hair Care
1.1 Conditioner
1.2 Moisturizing Conditioner
● 200ml- PHP 175.00
● 400ml- PHP 299.75
- 99.5% natural that is best for
hydrating and softening dry,
rough hair. There is no silicone,
paraben-free and synthetic
fragrance-free.
1.3 Strengthening Conditioner
● 200ml- PHP 179.75
● 400ml- Php 319.75
● 1L- PHP 699.75
- 99.7% natural that is best for
encouraging growth and
thinning hair
1.4 Salon Care Conditioner
● 200ml- PHP 259.75
● 400ml- PHP 469.75
- It is made for taking care of
colored and chemically treated - Cream Silk’s products include double
hair. Keeps salon-treated hair
gorgeous and vibrant with
natural formulation which is
free from harmful chemicals.
4Ps
Cream Silk
1. Conditioner
1.1 Rinse-Off Conditioners
● 11ml - PHP 6.05
● 90ml - PHP 56.00
● 180ml - PHP 109.00
● 350ml - PHP 199.50
- Has advanced hair reborn
technology, designed to adapt to
different hair needs.
1.2 Ultra Conditioner
● 10ml- PHP 5.00
● 170ml- PHP 149.00
● 340ml - PHP 259.00
- Includes 3x the Keratin to tame
frizz for smoother and straighter
hair.
1.3 Hair Treatment
● 12ml - PHP 12.00
● 200ml - PHP 210.00
- Nourishes hair and helps control
the damage inside and out for a
hair that’s healthy and shiny.
the lysine, which is a core ingredient
known to moisturize and repair
damages to hair.
TRESemmé
1. Conditioner
1.1 Keratin Smooth Conditioner
● 330 ml - PHP 250.00
● 620 ml - PHP 399.00
- This product is expertly
crafted with Keratin Protein
Complex and Micro-
Conditioning Technology that
deeply penetrates the core of
hair to nourish dry and frizzy
hair.
1.2 Detox & Nourish Conditioner
● 330 ml - PHP 250.00
● 620 ml - PHP 399.00
- This conditioner deeply
cleanses to detoxify hair from
daily impurities and build-up
and replenishes lost nutrients
to nourish hair. This product
contains no parabens or dyes
but uses natural ingredients
designed for daily use.
1.3 Anti-Fade Color Conditioner
● 300 ml - PHP 250.00
- This conditioner is specially
formulated with Color
Radiance Booster & Jojoba
Oil. It protects the hair
surface to help lock in color

Price 1. Price is much cheaper than the
average.
2. Product’s pricing ranges from PHP
175.00 up to PHP 699.75
Place 1. Physical stores in the Philippines
with 15 branches
2. E-commerce websites
3. Their own website
4. Pop up stores
5. Supermarkets
Promotion 1. Advertisements such as but only
limited to:
1.1 Social Media Postings
1.2 Print ads but limited to regular
within hair fibers.
1.4 Serum Conditioner
● 330 ml - PHP 279.00
- This product is expertly
crafted with Keratin Protein
Complex and Oleo Serum
that delivers the most potent
conditioning for your hair. It
deeply nourishes dry and
frizzy hair and extends hair
smoothness.
1. Below the average price among 1. Priced above the average.
competitors. Cheaper.
2. Price ranges from PHP
2. Price ranges from PHP 5.00 to PHP 199.00 to PHP696.00.
259.00
Nationwide stores such as but not 1. Mom-and-Pop up stores
limited to: 2. Vast retail locations
1. Leading supermarkets 3. E-commerce websites
2. Personal care stores 4. Distribution channels
3. Drugstores 5. Their own website
4. Department stores 6. Supermarket Stores
5. Sari-sari stores
6. E-commerce websites
1. Advertisements such as but not 1. Advertisements on TV, Pop
limited to: shows and influences, print
1.1 Print Ads media, and PR exercises
1.2 TV Ads 2. Discounts
 customers (newsletter)
2. Seasonal and Holiday discounts
3. Word of mouth or testimonials
Human Nature
Strengths - They are known for selling pure,
natural and organic products.
- Puts out new products every three
months that strengthens their
relationship with consumers and has
something to look forward to.
- Among the other companies who
provide organic products, they sell at
a cheaper price, yet the quality does
not suffer.
- Continues to be grounded in their
own mission and vision that upholds
their good status in the industry.
2. Sales Promotion Tools such as but
not limited to:
2.1 Bonus Packs
2.2 Discounts
3. Influencers/Celebrities
4. Word of mouth or testimonials
SWOT
Cream Silk
- Has a wide variety of hair conditioning
products that caters to different hair
needs.
- Has a loyal market due to its budget
friendly price
- Has a strong advocacy to help women - Strong advertising and marketing
boost their confidence about their
looks.
- The forefront of the hair conditioning
market in the Philippines.
- Provides expert solutions with
specially formulated ingredients.
3. Limited time price
4. Word of mouth through
professional workers at the
salon
TRESemmé
- Known as the hair care expert.
- A strong and luxurious brand which
is supported by Unilever, which is
a strong parent brand, and is
known across many countries.
- Has association with global events
such as Mercedes-Benz New York
Fashion Week
- Exclusive product for every hair
type.
- Product also includes Shampoos,

Weaknesses - There is a discrepancy in acquiring
raw materials due to its unavailability
in the Philippines. Affecting their
production.
- Since most of their products are
ordered online or are only available in
their own physical stores, it is
inevitable that there can be delays in
the product delivery.
Opportunity - Campaigning “Pro-Philippines” gives
the brand an opportunity in creating
the company’s image as a Filipino
Natural product brand.
- Advocating the brand as “Pro poor”
gives more opportunity to provide
jobs especially to those in need.
-The company is also a “Pro-
environment” advocate which gives
them leverage since a lot of
consumers opt to buy ecofriendly
products
Threats - Competitors are much known
because human nature lacks
promotion and brand awareness to
the public
- There are numerous eco-friendly
- Low market access, it’s only
sold/available in the Philippines.
- Deficient reviews/testimonials from
industry professionals.
- Expand the product line other than
hair conditioning products.
- Widen market reach to a global scale.
- Hair care product competitors which
provide better and natural solutions to
hair conditioning needs.
- Due to its cheap price positioning
consumers might interpret the product
Conditioners, Shampoos &
Conditioners, Dry Shampoos,
Mousse, Gels, Hairsprays, and etc.
- Limited market shares due to
intense competition
- Has a few social media online
claims that its products allegedly
damage the hair. This may affect
the brand image.
- Increase online and social
media presence
- Increase market share through
more distribution
- Establishing its own purpose, or
niche
- People are becoming skeptical
about the hair products they’re
using
- Poor response from new
markets
- Price wars can reduce market
 products emerging in the market.
- The Filipino market mostly
consumes products that are not eco-
friendly but more on brands that are
known in the country
Human Nature
Political Engages in Fair Trade principle that
ensures farmers are paid fairly
Economic Sources and manufactures their
products locally.
Social Environmental conscious consumers
prefer brands who produce organic
products
Technological - Promoting brands in any digital
media platforms
- Official website provides online
shop that can also ship outside
as low quality.
PESTLE
Cream Silk
- The company (Unilever) has an
opportunity for global growth based
on expanding free trade relations.
- Affordable price
- Increasing wages in developing
countries.
- Produce bottles/sachets that come
at an affordable price.
- Implementing events for brand
promotions
- Emphasizes its digital marketing and
selling methods
- Has an online “Hair Profiler” which
provides immediate customized
share
TRESemmé
- • Follows international law and
principles.
- In 2013, sales of the company’s
products to emerging markets
grew by 8.7 percent (The
Guardian, 2014)
- People are becoming more
health and ethically conscious,
which has led to an increase in
demand for ethically produced
and healthy products.
- Created campaigns and events
- Mobile marketing
 Philippines
- Young consumers were able to
maximize the power of digital
technology
Legal One and only Filipino brand in
compliance with National Product
associations focusing on natural
ingredients, safety, responsibility and
sustainability.
Environmental Vegan and cruelty- free tested
Consumers’ growing interest in
natural, organic and ethical products,
a widening spectrum of green
beauty.
solutions for different hair problems.
- Cream Silk is continuously
developing their ‘Advanced Hair
Reborn Technology’ to adapt to
different hair needs.
- (Unilever) Each brand and stores are
subject to follow copyright, product
safety, laws regarding health and
safety of employees, and taxes
- Sustainable and renewable
resources
- Materials are eco-friendly
- Strengthening international
patent laws can facilitate the
company’s growth.
- Stronger consumer rights laws
create an opportunity for the
company to improve its
customer-service quality, along
with product quality standards.
- Cruelty-Free Tested
- Implemented environmental
management system
 POSITIONING MATRIX

Straightening Moisturizing Strengthening Hair Loss Hair Color Care Professional Care

Straightening - Cream Silk

- TRESemmé

Moisturizing - Human Nature

- Cream Silk

Strengthening - Human Nature

- Cream Silk
- TRESemmé

Hair Loss - Cream Silk

- TRESemmé

Hair Color Care - Human Nature

- Cream Silk
- TRESemmé

Professional - Cream Silk

Care - TRESemmé
 Marketing Plan

Objectives ● Promote brand awareness and inform the Filipino public that they can opt for healthier, truly natural and
local products.
● Differentiate Human Nature products from other commercially known products and show what are the
advantages, why they should change to natural products and how they can benefit from it.
● Strengthen the Human Nature brand and product by utilizing all the means of advertising and reaching
out to celebrity personalities or influencers to be ambassadors for the brand.

Recommendations ● We recommend that they increase their online and social media presence through Instagram and
Youtube advertisements so that they may be able to reach a wider audience.
● Promoting their products and their brand awareness through advertisements such as TV Commercials,
Billboards, and Influencers & Celebrities.
● Redesigning their package design so that consumers may be enticed to buy their product.
● Implementing event marketing

Marketing Vision ● We hope that the outcome of our marketing efforts can result in creating a strong brand image that can
be known to Filipinos whom they can trust and true to their claims in their products.
● Human Nature will be the leading brand in the Philippines that offer truly natural products alongside
being known as a pro-environment brand, not only fulfilling their responsibility to the Filipino people but
also to the environment.

Ideal Customer ● Young adults may be a man or woman that has his/her own decision in what kind of products that they
use. They are known to be health conscious, advocate for the environment, prefer locally made products
and looking for companies that have good intentions for the society. They comment product reviews,
shares their insights and experience through social media or word of mouth
●

Unique Advantage ● Human nature products are NPA certified where it has the authority on the natural products focusing on
safety ingredients and sustainability.
● Awarded by the Ecovia Intelligence, it focuses on making certified natural cosmetics using locally
sourced ingredients.
● With the partnership of Gawad Kalinga, It helped provide jobs to impoverished communities in the
Philippines.
 Innovation ● Human Nature offers “Truly Natural” products which differ from other products as they claim that it is
natural, but their formulation still consists of synthetic chemicals. Setting apart Human Nature from other
commercially available products, they commit that their formulation is at least 95% natural and proven
with indicators of what is labeled as “natural” in their ingredient list.

Lead Generation ● In order to cater to a wide range of potential customers, they need to maximize their online presence.
● Especially during this time (COVID-19) wherein it’s crucial for brands and businesses to digitize their
services. As well as utilizing various media such as TV, print, etc. in order to promote their brand.

Sales Conversion
● In social media, there are numerous people who are coming out to claim better and healthier alternatives
for conditioners using it as an opportunity to reach out to these people and promote Human Nature’s
product to gather potential customers.

Loyalty ● In order to gain loyal customers, customer satisfaction is one key in keeping and building customer
loyalty because reaching their expectations would encourage them to buy the products. Availability of
products to customer’s location is also one strategy in keeping customer’s loyalty since customers would
buy products that are available within their vicinity, especially during this time where limited time outside
is implemented in the community.
● Asking for customer’s feedback plays a vital role in improving and maintaining the quality of a business.
Knowing their feedback helps the entrepreneurs on being aware of their shortcomings, brainstorming
in making an informed decision, then implementing corrective actions.
● However, to ensure that customers would buy the product again is by creating a point system and
offering discounts every time a customer has reached a certain purchase goal. This way, more buyers
are intrigued and appreciate the product more, increasing the number of both sales and demand.

Implementation ● Human Nature should increase their online and social media presence through Instagram and Youtube
advertisements so that they may be able to reach a wider audience; especially nowadays where local
and small businesses promote their products through Instagram advertisements. Youtube
advertisements will help Human Nature reach a wider audience because Videos tend to have a higher
level of engagement among viewers and provide better returns. People who will watch these ads will
likely share their brand video or subscribe to their channel.
● Making publication materials such as posters, brochures, and infographics will help people know what
is there to know about Human Nature and their products, promoting their brand awareness.
● Additionally, they should promote their products and their brand awareness through advertisements
such as TV Commercials, Billboards, and Influencers & Celebrities. With the help of Influencers &
 Celebrities, they can help in promoting their business by being one of their ambassadors, promoters,
and representatives. Influencers such as popular local Filipino Youtubers will be able to assist them in
boosting their sales.

Presentation Outline

Script: Red Color

Good Morning to everyone! We are group 5 and we are here to present our Marketing Strategy for the Company Gandang Kalikasan
Inc that brings you Human Nature products.

Let us look into Human Nature’s brief background and history of its products

COMPANY BACKGROUND:

Human Nature started when an idea clicked with the founder Anna Meloto-Wilk and her husband looked into the trend of natural
products in the U.S. There are ingredients that grow already in the Philippines with which they envisioned Philippine-made natural
products that could transform and restore the quality of life of the poorest sectors. Human Nature launched with the help of Gawad
Kalinga partners, in November 2008 at Blue Leaf, Fort Bonifacio in Manila. The brand continues to grow as they source raw materials
from rural low-income communities that also provides jobs for them.They’ve successfully earned several awards as they stay committed
to their values. In 2015, Human Nature became a member of Natural Products Association therefore certifying that they strictly
manufacture all-natural products. Up to this date, Human Nature continues to stay true to their core values of being Pro-Philippines,
Pro-Poor and Pro-Environment and is continuously employing hundreds of residents from Gawad Kalinga providing opportunity and
help to several poor communities. The company that brings Human Nature products is Gandang Kalikasan Inc.

Now, let us proceed to the product’s background of Human Nature

PRODUCTS:

About the product:

Human Nature offers “Truly Natural” products which differs from other products as they claim that it is natural but their formulation still
consists of synthetic chemicals. Setting apart Human Nature from other commercially available products, they commit that their
formulation is at least 95% natural and proven with indicators of what is labeled as “natural” in their ingredient list.

Here are some of the Natural key ingredients they use in these products
Human Nature offers a variety of products such as hand soap, facial wash, and oils but for this marketing plan we’re going to focus
on their hair care products specifically Human Nature’s conditioner line. These are the different variants of conditioner they offer:

The first variant is their Moisturizing Conditioner that comes in:

1. Moisturizing Conditioner
● 200ml- PHP 175.00
● 400ml- PHP 299.75
- 99.5% natural that is best for hydrating and softening dry, rough hair. There are no silicone, paraben-free and synthetic
fragrance-free.

2. Strengthening Conditioner
● 200ml- PHP 179.75
● 400ml- Php 319.75
● 1L- PHP 699.75
- 99.7% natural that is best for encouraging growth and thinning hair

3. Salon Care Conditioner

● 200ml- PHP 259.75
● 400ml- PHP 469.75
- It is made for taking care of colored and chemically treated hair. Keeps salon-treated hair gorgeous and vibrant with natural
formulation which is free from harmful chemicals.

Let us proceed to their competitors, we have cream silk and tresemme.

Product Competition

For our first competitor, we have cream silk.

1. Cream Silk launched in 1984 and has been at the forefront of developing the conditioner market in the Philippines, providing expert
solutions with specially formulated ingredients to answer women's different hair needs. Cream silk is known to put women as the face
of its brand incorporating them to almost every product packaging they have.

(PAUSE *BREE HISTORY NG TRESEMME*)

For Cream Silk’s products they offer three variants of conditioner. First, we have,

1.1 Rinse-Off Conditioners. Available in.

● 11ml sachet’s- PHP 6.05
● 90ml - PHP 56.00
● 180ml - PHP 109.00
● 350ml bottles - PHP 199.50
- It Has advanced hair reborn technology, designed to adapt to different hair needs. Next, we have,
1.2 Ultra Conditioners. Again, the size and price is indicated below.
● 10ml sachet- PHP 5.00
● 170ml- PHP 149.00
● 340ml bottles - PHP 259.00
- It Includes 3x the Keratin to tame frizz for smoother and straighter hair. And lastly,

1.3 Hair Treatment

● 12ml sachets - PHP 12.00
● 200ml bottles - PHP 210.00
- It Nourishes hair and helps control the damage inside and out for a hair that is healthy and shiny.

Among the three brands mentioned only cream silk offers its products in sachets and I think it's a good way to sell their product since
it's also a way for consumers to be able to try it out muna in tingi-tingi and not committing to a larger bottle kasi baka hindi fit sa hair
type or hindi hiyang so it's a good strategy from cream silk.

Here are some of cream silk’s key ingredients. It has double the lysine, which is a core ingredient known to moisturize and repair
damages to hair. But aside from that it also has harmful chemicals that can cause hair damage, irritation, hair loss and frizziness
which are also listed in the presentation. That is all for cream silk

Next, we have Breana to discuss TRESemme's products and ingredients.

2. TRESemme

TRESemmé is an American brand of hair care products manufactured in 1947 by the Godefroy Manufacturing Company in
Manhattan, New York City, New York, United States. It was named after the famous hair care expert Edna L. Emme. The
brand name is a phonetic respelling of “beloved” (French: très-aimé) that includes the surname of its namesake. TRESemmé
 creates formulas suited for different kinds and types of hair. Its products include shampoos & conditioners, dry shampoos,
gels, hair sprays, and other styling sprays. Their products are mostly used in hair salons around the world for hair repair
treatment from heat damage caused by hair ironing and blow drying.

These are some of the products that TRESemmé offers:

● 1.1 Keratin Smooth Conditioner

330 ml - PHP 250.00
620 ml - PHP 399.00
This product is expertly crafted with Keratin Protein Complex and Micro-Conditioning Technology that deeply penetrates into
the core of hair to nourish dry and frizzy hair.

● 1.2 Detox & Nourish Conditioner

330 ml - PHP 250.00
620 ml - PHP 399.00
This conditioner deeply cleanses to detoxify hair from daily impurities and build-up and replenishes lost nutrients to nourish
hair. This product contains no parabens or dyes but uses natural ingredients designed for daily use.

● 1.3 Anti-Fade Color Conditioner

300 ml - PHP 250.00
This conditioner is specially formulated with Color Radiance Booster & Jojoba Oil. It protects the hair surface to help lock in
color within hair fibers.

● 1.4 Serum Conditioner

330 ml - PHP 279.00
This product is expertly crafted with Keratin Protein Complex and Oleo Serum that delivers the most potent conditioning for
your hair. It deeply nourishes dry and frizzy hair and extends hair smoothness.

However, despite protecting the hair from heat damage caused by blow drying and hair ironing, these following ingredients
inside TRESemmé products may cause damage to the hair. Ingredients such as the following may cause hair damage, loss,
and fizziness.
Next is Ernestine Begino who will talk about our Primary and Secondary objectives

III OBJECTIVE

Our Primary objective is to promote:

● Promote brand awareness and inform the Filipino public that they can opt for healthier, truly natural and local products.

We hope that the outcome of our marketing efforts can result in creating a strong brand image that can be known to Filipinos whom
they can trust and is true to their claims in their products.

We also want to achieve these secondary objectives:

● Differentiate Human Nature products from other commercially known products and show what are the advantages, why they should
change to natural products and how they can benefit from it.

Since, Human Nature have these unique advantages that differentiate it from other products
● Human nature products are NPA certified where it has the authority on the natural products focusing on safety ingredients and
sustainability.
● Awarded by the Ecovia Intelligence, it focuses on making certified natural cosmetics using locally sourced ingredients.
● With the partnership of Gawad Kalinga, it helped provide jobs to impoverished communities in the Philippines.

● Strengthen the Human Nature brand and product by utilizing all the means of advertising and reaching out to celebrity personalities
or influencers to be ambassadors for the brand.

IV STRATEGY/RECOMMENDATION
In order to achieve our objectives, we will be presenting our recommendation for Human Nature.

● We suggest increasing their online and social media presence through various platforms available such as Instagram or Youtube
so that they may be able to reach a wider audience.
 Human Nature should increase their online and social media presence through Instagram and Youtube advertisements so that
they may be able to reach a wider audience. We suggest that they make Instagram advertisements so that the audience will
be aware of their brand and advocacies. Youtube advertisements will help Human Nature reach a wider audience because
videos tend to have a higher level of engagement among viewers, and they provide better returns. People who will watch these
ads will likely share their brand video or be enticed to buy their products.

● Using different communication materials to provide the necessary information about Human Nature’s products. For example,
comparing ‘Brand X’ to Human Nature to further emphasize its use of organic ingredients.

Since Human Nature continues to create and improve their products, these recommendations can help Human Nature to reach more
potential customers and inform the Filipino public that they offer truly natural products, advocate for the environment and promote
Filipino-made products.

● Promoting their products and their brand awareness through advertisements such as TV Commercials, Billboards, and Influencers
& Celebrities.
Making publication materials such as posters, brochures, and infographics will help people know what is there to know about
Human Nature and their products, thus promoting their brand awareness. Additionally, they should promote their products and
their brand awareness through advertisements such as TV Commercials, Billboards, and Influencers & Celebrities. With the
help of Influencers & Celebrities, they can help in promoting their business by being one of their ambassadors, promoters, and
representatives. Influencers such as popular local Filipino Youtubers will be able to assist them in boosting their sales.

Next is Arianne Castro who will be talking about our Target Consumers for Human Nature.

V TARGET CONSUMERS
We have emphasized that reaching out to different demographics or market segments can help the growth of Human Nature’s brand,
these are the characteristics of our ideal or target customer.

a. Describe your target customer in one paragraph

● Young adults may be a man or woman that has his/her own decision in what kind of products that they use. They are known to
be health conscious, advocate for the environment, prefer locally made products and looking for companies that have good
intentions for the society. They comment product reviews, share their insights and experience through social media or word of
mouth.

These types of customers are more likely to trust brands that deliver features like natural, sustainably sourced and no artificial
 ingredients.

a. Primary Target Consumer

Parents who prefer organic, safe, high-quality, and environmentally friendly products for their children's consumption and daily use.
They are health-wise parents who want the best for their children without compromising their health and choose products that are
chemical-free and cruelty-free.

The primary target consumers are the people who buy the product primarily because of the product’s nature-based ingredients. The
consumers prefer factors that Human Nature provides for their customers aside from their naturally produced products, the company
produces cruelty-free products.

b. Secondary Target Consumer (optional)

The Secondary Target Consumers are the people who prefer locally made products and consumers with a limited budget. These
consumers consider Human Nature products since they are budget friendly and are promoting locally made items.

local products ensure stronger nutritional contents and honest desire to reduce one's carbon footprint is combined with the personal
assurance.

For the next reporter would be Razbert Ignacio who will discuss about the contents of the Advertising Material

VI ADVERTISING MATERIAL

For our advertising material, again we would like consumers to recognize human nature’s brand. And as mentioned earlier, one of our
suggestions is to use influencers or celebrities that could help promote the brand and its advocacies. Because most of the time,
consumers are driven to buy products associated with famous personalities, so with, we made a sample pubmat which uses Angel
Locsin because we think her advocacies are in line with Human Nature’s core values. Aside from this our pubmat emphasizes the use
of organic ingredients because it is Human Nature’s edge among its competitors so we would like to highlight that, so we included
some of the benefits and characteristics of the product. Here are some mockups we made for tv and billboard.

That is all, thank you.

VII MARKETING TEAM (you can create your own positions)

Hannah Chelsea C. Roldan

Marketing Head (Group Leader)

Begino, Jane Ernestine A.

Castro, Arriane Mae B.
Ignacio, Razbert L.
Sarmiento, Breana Richel T.
Research and Development

Ignacio, Razbert L.
Graphic Designer
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