Strategic Marketing Management

Output No. 4: Overview of Marketing Plan for Brilliant Skin Essentials

Executive Summary:

Brief introduction to Brilliant Skin Brilliant Skin Essentials emerges as a radiant gem in the
realm of beauty and cosmetics in the Philippines. Founded by the resilient Glenda Dela Cruz
Victorio, the brand is distinguished by its commitment to formulating natural, safe, and proven
skincare solutions. The company's genesis in November 2015 reflects Glenda's personal struggle
with severe skin issues, inspiring the creation of the transformative Black Glamour Soap. What
started as an online reselling venture with her husband burgeoned into a thriving enterprise,
officially established as Brilliant Skin Essentials in July 2016.

Mission:

At Brilliant Skin Essentials, our mission is to continuously create accessible beauty products that
fulfill the diverse skincare needs of Filipinos. We are committed to providing effective and safe solutions,
inspiring confidence and promoting self-care.

Objectives:

 Offer high-quality and affordable beauty products.

 Innovate and expand the product line to meet evolving skincare demands.
 Build a community of satisfied customers and successful resellers.

Company Overview:

Brilliant Skin Essentials, a leading beauty and cosmetics brand based in the Philippines, has
emerged as a gem in the industry. Founded by the resilient and innovative Glenda Dela Cruz Victorio in
July 2016, the brand is dedicated to meeting the diverse skincare needs of Filipinos through natural, safe,
and proven formulations.

The brand's origin story is rooted in Glenda's personal struggle with severe skin eruptions in
November 2015. Teaming up with her husband, Mart Crispher Victorio, the couple ventured into online
reselling, offering low-priced products to sustain their family. It was during this journey that Glenda,
facing skin challenges, conceived a brilliant idea — a charcoal soap.

The creation of the Black Glamour Soap marked the beginning of Brilliant Skin Essentials.
Through meticulous research and using savings from online sales, Glenda's charcoal soap not only
transformed her skin but also gained widespread acclaim. The company, officially established in July
2016, quickly garnered success and became a viral sensation.

Ensuring the safety and efficacy of their products, Glenda introduced the B.S.E. Rejuvenating
Facial Set, considered a diamond in the product line. This set, designed to exfoliate, tone, and rejuvenate
the skin, addresses common concerns such as acne, dark spots, blemishes, and discoloration, catering to
the Filipinos' desire for lighter and younger-looking skin.

Despite being self-reliant and self-taught, Glenda navigated the complexities of formulation,
packaging, and regulatory requirements, achieving remarkable success in a short period. Brilliant Skin
Essentials, initially an online sensation, has expanded its reach with over 3000 resellers, 300 franchisees,
and distributors nationwide within just one year.

Responding to the consistent demand, the brand introduced a diverse range of beauty products,
including the Whitening Facial Set, Whitening and Peeling Lotions, Body Mousse and Scrub, Spray and
Roll-On Deodorant, Brilliant AHA Serum, Foaming Facial Cleanser, Protection Cream, Feminine Wash,
Milky White Whipped Soap, and the Tomato Natural Rejuvenating Facial Set tailored for sensitive skin,
teenagers, pregnant, and lactating women.
 The success of Brilliant Skin Essentials is a testament to Glenda Victorio's inspiring journey,
proving that dreams, fueled by great ideas, passion, and faith in God, can lead to undeniable success.
The brand continues to shine, with a commitment to providing accessible and effective beauty solutions
for the daily skincare routines of Filipinos.

Market Positioning:

Brilliant Skin Essentials has rapidly gained popularity through online channels, propelled by positive
testimonials and social media influence. The brand's success is rooted in its focus on delivering results-
driven products that cater to various skincare concerns. With over 3000 resellers and 300 franchisees
and distributors nationwide, Brilliant Skin Essentials has become a trusted name in the beauty industry.

Market Analysis:

Brilliant Skin Essentials has rapidly gained popularity through online channels, propelled by
positive testimonials and social media influence. The brand's success is rooted in its focus on
delivering results-driven products that cater to various skincare concerns. With over 3000
resellers and 300 franchisees and distributors nationwide, Brilliant Skin Essentials has become a
trusted name in the beauty industry.

SWOT Analysis:

Significant Part of the Observable Strengths of the Limitations/Weaknesses of the

Marketing Plan Marketing Plan Plan
a. STP Model Analysis - Comprehensive segmentation, - Possible challenges in
targeting, and positioning (STP) accurately defining and reaching
model. specific market segments.
- Clear identification of target - Limited flexibility if market
audience and their needs. dynamics change rapidly.
- Utilization of market research for - Dependency on the accuracy of
effective segmentation. market research data.
- Alignment of product offerings
with identified segments.
b. Plan of Action - Well-defined marketing mix - Potential resistance or
(Marketing Mix strategies (Product, Price, Place, competition in implementing
Strategies) Promotion). the strategies.
- Clear product positioning and - Adapting to dynamic market
differentiation strategies. conditions may be challenging.
- Innovative pricing strategies to - Budget constraints may limit
cater to diverse consumer the scope of promotional
segments. activities.
- Efficient distribution channels for
wider market reach.
c. Budgetary - Detailed budget allocation for - Potential challenges in securing
Requirements each marketing activity. the entire budget.
- Cost-effective strategies to - Possibility of unforeseen
maximize the use of available expenses affecting the budget.
resources.
- Regular monitoring and
adjustments based on budget
performance.
d. Implementation, - Clearly outlined implementation - Risks associated with external
Control, and timeline and responsibilities. factors (economic, regulatory
Contingency Plan changes).
- Monitoring mechanisms for - Lack of contingency measures
assessing the effectiveness of the for unforeseen challenges.
plan.
- Flexibility in adapting to market - Potential resistance from
 feedback and changing conditions. internal stakeholders to change.
- Defined contingency plans for
possible disruptions in execution.
- Clear product positioning and - Adapting to dynamic market
differentiation strategies. conditions may be challenging.

Proposed Modifications for a More Competitive Marketing Plan:

STP Model Analysis:

Enhanced Flexibility: Introduce a more dynamic approach to market segmentation, allowing for
adjustments based on real-time data and emerging trends.

Continuous Market Research: Establish a regular and ongoing market research mechanism to ensure the
STP model stays aligned with evolving consumer needs.

Plan of Action (Marketing Mix Strategies):

Agile Adaptation: Develop strategies that can be quickly adapted to changing market conditions,
ensuring the plan remains responsive to unforeseen challenges.

Integrated Promotional Mix: Explore cost-effective and innovative promotional methods, such as
leveraging social media influencers and user-generated content, to overcome budget constraints.

Budgetary Requirements:

Prioritization and Allocation: Prioritize high-impact activities and allocate a significant portion of the
budget to initiatives directly linked to revenue generation.

Contingency Reserve: Set aside a contingency fund within the budget to address unforeseen expenses
without jeopardizing the overall marketing plan.

Implementation, Control, and Contingency Plan:

Real-time Monitoring: Implement tools for real-time monitoring of key performance indicators, allowing
for immediate adjustments based on performance data.

Regular Stakeholder Communication: Address potential internal resistance through transparent

communication, ensuring stakeholders understand the rationale and benefits of the proposed
modifications.

Reflection Note:

Brilliant Skin Essentials stands out as a beacon in the Philippines' beauty and cosmetics
landscape, thanks to its founder, Glenda Dela Cruz Victorio's persistence and ingenuity. The brand's path
from personal adversity to national acclaim is both inspiring and admirable. Brilliant Skin Essentials has
successfully carved a niche in the market by committing to producing natural, safe, and reliable skincare
treatments.

The brand's purpose to produce accessible beauty products is in sync with its goals of providing
high-quality and economical solutions, stimulating innovation, and establishing a community of satisfied
customers and successful resellers. Glenda's entrepreneurial enthusiasm, combined with her
commitment to regulatory compliance, has catapulted Brilliant Skin Essentials to amazing success in a
relatively short period of time.

The recommended marketing strategy changes indicate a strategic approach to increasing

competitiveness. The changes aim to ensure agility and adaptation in a changing market, from
introducing increased flexibility in the STP model to prioritizing high-impact activities in budgetary
requirements. Real-time monitoring and stakeholder communication contribute to a proactive and
transparent implementation approach.
 The proposed changes aim to increase the marketing plan's flexibility, reactivity, and creativity.
Critical thinking is required to discover areas where the plan might be improved to remain competitive.
Analyzing strengths and weaknesses leads to strategy changes that are in line with current market
dynamics, fostering a proactive and flexible approach. The reflective process include synthesizing
information, analyzing prospective results, and offering solutions that improve the effectiveness of the
plan, so helping to the development of robust and competitive marketing strategies.

Notes

https://ecampusontario.pressbooks.pub/customercentricstrategy/chapter/chapter-3-managing-a-
customer-service-team/

Yogesh K. Dwivedi et al, Setting the future of digital and social media marketing research: Perspectives
and research propositions, International Journal of Information Management, Volume 59, 2021,
102168, ISSN 0268-4012, https://doi.org/10.1016/j.ijinfomgt.2020.102168.
(https://www.sciencedirect.com/science/article/pii/S0268401220308082)

https://brilliantskinessentials.ph/about-us/

https://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-targeting/
segmentation-targeting-and-positioning/

https://www.mindtools.com/a5llt9t/segmentation-targeting-and-positioning-model