Splash Corporation (A) Competing With the Big Brands

Splash Corporation (A) Competing With the Big Brands -...

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October 24, 2007 Leanna Barlow, Vikas Patel, Stina Haerum AEM 442 SPLASH Corporation “Value-differentiated, innovative products”
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October 24, 2007 Leanna Barlow, Vikas Patel, Stina Haerum SPLASH Corporation AEM 442 • Splash was founded by Rolando and Rosalinda Hortaleza in 1985. • By 2005 Splash was the only domestic company to secure a spot on the top ten list of cosmetics and toiletries companies in the Philippines by revenue. • To date, Splash has developed and marketed a number of innovative products, profiting from their intimate understanding of the domestic market. Company Background
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October 24, 2007 Leanna Barlow, Vikas Patel, Stina Haerum SPLASH Corporation AEM 442
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October 24, 2007 Leanna Barlow, Vikas Patel, Stina Haerum SPLASH Corporation AEM 442 Philippines at a Glance Population appx. 88 million people, • 12th most populous country in the world. • Per capita GDP reached US $5,100 in 2005, or 130th place globally 5 th among global consumers of beauty products • According to the Asian Development Bank, 40% of Filipinos live below the poverty line of US $1/day, and more than 55% live on less than US $2/day. Source: “Rank Order - GDP - per capita,” CIA World Factbook, http://www.cia.gov/cia/publications/factbook/rankorder/2004rank.html
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October 24, 2007 Leanna Barlow, Vikas Patel, Stina Haerum SPLASH Corporation AEM 442 The Consumer •S e g m e n t s : – Upper class = A and B – Middle class = C1 and C2 – Lower/extremely low class = D and E • Primary concerns: – Efficacy –Pr ic ing
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October 24, 2007 Leanna Barlow, Vikas Patel, Stina Haerum SPLASH Corporation AEM 442 The Problem Faced with significant external competition, Splash Corporation needs to develop a marketing strategy that will allow it to increase its revenues, securing its top ten standing in the Philippine cosmetics market.
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This note was uploaded on 05/11/2008 for the course AEM 4420 taught by Professor Christy,r. during the Fall '06 term at Cornell University (Engineering School).

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Splash Corporation (A) Competing With the Big Brands -...

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