ELECTIVE 400: ENTREPRENEURIAL MANAGEMENT

CASELET 2

Group members:
Section:

The Chihuahua is one of the smallest breeds of dog with an ambivalent temperature. It is also
the name of a lipstick, which is part of a bigger range of Chihuahua Cosmetics.

The brand believes that since lipstick users seldom finish using an entire lipstick which will just
expire, the size of the product as well as the price need to be reduced, thus their slogan: “Half
the size, half the price”. The product is never tested to animals.

The distribution started via kiosks in Eastwood and UP Town Center Katipunan and expanded to
other malls. Kiosks help the brand achieve impulse purchase with lower breakeven for a new
product priced affordably.
1. Do an in-depth interview (IDI) with lipstick users without asking what size of lipsticks they are
using at the start of IDI.

1.1 What do they dislike about their lipsticks?

- They dislike the part that applying lipsticks will eventually make their lips
pale, dull and sometimes caused cracked lips that leads to lip sores.
1.2 What are in their Wishlist about lipsticks?
- Long lasting, hydrating, not too sticky and oily, pigmented and one that
smells good.
1.3 Did size come out as a pain point? If so, how many percent?
- If they are to rate it, they will give an 8/10 and their feedback about the sizes
of lipsticks nowadays is that it is too big and sometimes become a waste if
they don’t like the shade if applied.

2. Would the name Chihuahua be a plus or a minus to the intended buyers and users? Please
elaborate.
- For us it would be a plus since it is new to the customers especially those
who were fan of dogs, specifically chihuahua. Also, the name is connected to
the products since they offer half sized of the usual products/cosmetics that
everybody used.