PHINMA - UNIVERSITY OF PANGASINAN

COLLEGE OF MANAGEMENT AND ACCOUNTANCY

BUSINESS ADMINISTRATION MAJOR IN MARKETING MANAGEMENT

In partial fulfillment of the requirements for the subject
MKT 008 - Advertising

ADVERTISING PLAN ON
FAIRY SKIN SUNSCREEN

SUBMITTED BY:

Aquino, Alyssa D.
Barrozo, Trixie N.
Ceniza, Juliana P.
Cantor, Erika Joy U.
Chua, Mary Joy C.
Felix, Ma. Katherine Anwen B.
Idio, Beverly Joy R.
Legaspi, Jayrel S.
Puyong, Sara J.
Quimson, Gian Pauline S.
Quiros, Alyssa Yllor D.
Tan, Valerie Mae Y.
Tarayo, Kimberly B.

APRIL 2024
 Table of Contents

Chapter I: Situation Analysis

 Product History
 Product Evaluation
1. SWOT Analysis
2. Product Differentiation
3. Branding Strategy

Chapter II: Marketing Goals

 Short Term
 Long Term
Chapter III: Advertising Recommendations
 Target Market
1. Demographic Profile
2. Pyschographic Characteristics
 Advertising Objectives
 Creative Strategy
 Executions ( Advertising Mediums)
Chapter IV: Media Recommendations
 Media Objectives
 Media Strategy
Chapter V: Integrated Marketing Recommendations
 Sales Promotion
1. Sales Promotion Objectives
2. Sales Promotion Strategies
 Public Relations Recommendations
Chapter VI : Budget and Estimated Result
3. Budget Allocation
4. Estimated Result
Chapter VII: Conclusion
 Chapter 1: Situation Analysis

A. Product History

Since our inception in 2017, we've undergone significant evolutions. Fairy Skin, under
the leadership of CEO Kimberly Ponce-Israel, has achieved remarkable success. The
startup has become an example of leveraging the platform’s potential, notably by
educating Filipinos about skincare through our highly acclaimed Premium Brightening
and Premium Tinted Sunscreen products. At first, there were setbacks when we first
released the first version of their flagship product. Fairy Skin ensures affordability
without compromising its quality. It is proven that it is budget-friendly and an alternative
to high-end products.

B. Product Evaluation
Fairy Skin Sunscreen is a go-to solution for sun protection and skin enhancement. With
its SPF50+++ rating, it effectively protects the skin from UVA and UVB rays. Enriched
with Centella Asiatica and Licorice Root Extract, it not only protects but also soothes,
hydrates, and lightens the skin, promoting a radiant complexion. It also contains
essential ingredients like glycerin, rosemary leaf extract, camellia sinensis leaf extract,
Scutellaria baicalensis root extract, and matricaria flower extract for added nourishment
and skin benefits. Additionally, its non-sticky, non-greasy texture, paired with an instant
tone-up effect, makes it an ideal choice for daily sun protection and skin brightening.
 1. SWOT Analysis
STRENGTH: WEAKNESS: OPPORTUNIT- THREATS:
 Affordable IES
 Wide  Possible
availability allergic  Expand  Competition
on e- reactions to product range from well-
commerce ingredients  Improve known
platforms for some packaging to sunscreen
 Offers both consumers reduce the risk brands
UVA and  Packaging of leakage  Counterfeit
UVB may be  Advancement products
protection prone to s in the  Increasing
 Positive leakage cosmetic Competition
customer industry
reviews  Collaborate
with beauty
influencers

1. Product Differentiation

Fairy Skin Sunscreen differentiates itself from competitors through its lightweight and
non-greasy formula, which is suitable for daily wear and all skin types. Unlike traditional
sunscreens that may leave a white cast or feel heavy on the skin, Fairy Skin Sunscreen
absorbs quickly and provides invisible protection. Additionally, the product's broad-
spectrum SPF coverage and water-resistant formula offer comprehensive sun
protection, further setting it apart from other sunscreens on the market

 Competitor Evaluation

With the help of SWOT analysis, it helps us analyze and determine our competitive
advantage. All businesses should regularly conduct a SWOT analysis to assess their
strengths, weaknesses, opportunities, and threats to
their competitors.

1. Primary Competition

As a country with one of the highest numbers of beauty pageant crowns won in history,
it is unsurprising that the beauty and cosmetics market continues to flourish in the
Philippines. Along with the popularity of foreign skincare products comes the growing
demand for cosmetic and personal care items suited for Filipino skin. We identified that
the different rising sunscreen brands are our primary competitors in the market,
especially the local brands.

2. Secondary Competition

There are different high-end sunscreen brands in the market that could possibly be are
greatest competitors nowadays. Those brands offer different variations such as “ best
mineral sunscreen for acne prone skin, best chemical sunscreen for darker skin tones,
sunscreen stick etc..”
 Chapter 2: Marketing Goals

A. Short Term

We decided to present our business to the public by handing out flyers and using
guerrilla marketing.

 A flyer is a single-page advertisement designed for widespread dissemination.

We will also have a form that our target client can fill out whenever they want to
use our service.


We will use guerrilla marketing to engage with our target clients. It is a creative
advertising technique in which a client can learn about the benefits of using our
service.

B. LONG TERM

To gain more attention and reach our target market, our company chose to begin
advertising through social media posts, pop-up ads, billboards, and influencers.

 Social media sharing is the most innovative technique to promote things. We will
set up a page where we can share client feedback, images, videos, and new and
creative changes. We will be able to reach a wide range of audiences who may
become future customers.

 With the use of celebrity endorsement, it can help in increasing our visibility and
reach new audience. By associating a celebrity, it can enhance the brand image
 and attract new customers. It can also lead to increase
sales and revenue for the

 brand. Endorsers is an advertising strategy where a company or brand has an

artist to endorse the product. The endorser will be the face of the product to
share it with the wider audience to influence them how the quality of our
sunscreen.

 Pop Up Ads are Well-implemented pop-ups deliver a prompt exactly when your
site visitors are most likely to click through. Having an effective popup ads
strategy is one of the best ways to both engage and get key information from the
visitors of your website.
 Here is the design that will for our flyers:
 Chapter 3: Advertising Recommendation

A. Target Market

Sunscreen, also known as sunblock, is a skincare product designed to

shield the skin from the harmful effects of sun exposure, such as sunburn and
the potential for skin cancer. Throughout the 1930s and 1940s, several
individuals, including Australian chemist H. Milton Blake, played a role in
developing sunscreen formulas. Blake's experiments in his kitchen ultimately
resulted in the creation of a sunburn protection cream, which is now marketed as
Hamilton Sun and Skin. In 2017, Fairy Skin Products commenced operations in
the Philippines, specializing in sunscreen formulations featuring their innovative
ingredients. These products offer deep hydration, a glowing complexion, and a
non-greasy feel, appealing to consumers seeking effective sun protection and
skincare solutions

Our target market comprises two key segments: young adults who spend
significant time outdoors due to their attendance at schools, colleges, and
universities, and women and men in their mid-thirties who have reduced their use
of sun care products. This demographic includes working individuals who face
prolonged sun exposure, necessitating skin protection. Highlighting the
preventive benefits of sunscreen against sun damage and skin aging is
paramount in our advertising strategy. We will underscore the convenience and
effectiveness of Fairy Skin Products, addressing the specific concerns of each
segment.

Utilizing digital platforms, such as social media and online advertisements,

alongside partnerships with influencers in outdoor activities and skincare, will
enhance our reach. By crafting engaging content that educates consumers about
the adverse effects of UV radiation and the importance of sunscreen in
maintaining

youthful skin, we can position Fairy Skin Products as a trusted solution. These
advertising recommendations aim to connect with our target market effectively
and drive awareness and adoption of our sunscreen products among both young
 adults and mid-thirties individuals seeking effective
sun protection.

DEMOGRAPHIC PROFILE Psychographic Characteristics

Age: Primarily, Gen Z and Beauty-conscious: Interested in

Millennials (18-35 years old) achieving a healthy, glowing
Gender: Primarily female, but may complexion and following skincare
also appeal to some males trends like the "Korean glass skin"
interested in skincare look.
Location: Geographically broad, but Sun-aware: Understand the
likely strong in Southeast Asia importance of sun protection for
(based on brand origin) and areas preventing sunburn, premature
with sunny climates aging, and skin cancer.
Budget-minded: Value getting good
quality for an affordable price.
Active in social media: Likely to
discover the product through
recommendations on platforms like
Tiktok and Instagram

B. Advertising objective

To promote the company's short- and long-term goals, we devised and implemented a
creative strategy that will serve as a valuable tool for continuing to be committed to the
company's fundamental goals. Our objective is to deliver high-quality products that
protect their skin from damaging rays while keeping it looking healthy and bright. While
delivering high-quality service to buyers.
 C. Execution ( Advertising Mediums)

Building Brand Name

Fairy Skin strives to create high-quality products that are both safe and luxurious, and
its precise ingredients ensure care and efficiency. We employ advertising to build a
reputation for high-quality services while also projecting the impression of providing
high-quality items.

Social Media Platform

It is a popular advertising technique that allows us to communicate with potential

customers. Also, by continuously publishing reels and feedback on our websites,
particularly from influencers, we can become more active in posting and marketing our
products on other platforms.

Digital Media Platform

It offers a variety of channels for showcasing our sunscreen products, including search
engine advertising, pop-up ads, internet video ads, vlogs, and crowdsourcing. With this
platform, we will be able to promote our sunscreen products to potential buyers
 Chapter 4: Media Recommendations

A. Media Objectives

Advertising is responsible for grabbing the attention of consumers, marketing for

strategically positioning the product or service in the market, and PR for managing the
overall image and relationship with the public. To reach a 30% increase in brand
recognition among the target audience within six months through strategic media
placements and brand exposure initiatives. Then, fulfill a 50% increase in social media
engagement through likes, comments, and shares) on Fairy Skin's sunscreen-related
posts within six months by creating compelling content. In addition, our company will
strive to obtain a minimum of 100 positive reviews and testimonials for Fairy Skin
sunscreen across various online platforms (e.g., website, social media, review sites)
within one year to build trust and credibility among potential customers. Lastly, would be
to increase our online sales by 30% within six months by implementing a targeted
advertising campaigns, offering promotional discounts, and incentivizing repeat
purchases through loyalty programs.

B. Media Strategy

We will develop a series of blog posts and videos on the Fairy Skin website covering
topics such as sun protection tips, skincare routines, and the importance of using
sunscreen.

TARGET MARKET MEDUM USED WHY THIS MEDIA? HOW OFTEN?

GEN Z Print media ( banners Each media channel Every day, fliers will
flyers and poster ), serves a specific be provided in
 and Digital purpose and offers various
advertising(social unique advantages for places.Publish new
media ads and google promoting,Social blog posts and
ads )and Content media platforms articles regularly,
marketing (blog post allow precise aiming for at least
and infographics and targeting based on one to two posts per
visual content and demographics, week to keep the
videos and tutorials ) interests, and website content fresh
and behaviors, ensuring and attract organic
that the traffic.
Social media Release new videos
engagement (organic and tutorials on a
Individuals who posts and influencer Product will reach consistent schedule,
enjoy outdoor collaboration)and individuals who are whether it's weekly,
activities event and likely to be interested bi-weekly, or
sponsorship in skincare and monthly, depending
outdoor activities, on production
and to educate capabilities and
consumers about sun audience
protection and engagement.
skincare.

Print media ( banners

flyers and poster ),
Students and Digital Videos that provide a Maintain an active
advertising(social visual demonstration presence on social
media ads and google of how to use Fairy media platforms by
ads )and Content Skin sunscreen posting regularly,
marketing (blog post effectively and ideally several times
and infographics and showcase its benefits per week, to keep
visual content and in action, increasing followers engaged
videos and tutorials ) engagement and and build brand
and building brand loyalty.
awareness.

Young Adults Social media social media posts to Collaborate with

 engagement (organic humanise the brand, influencers on
posts and influencer allowing Fairy Skin sponsored content
collaboration)and to interact directly periodically, ensuring
event and with followers, share a balance between
sponsorship valuable content, and sponsored and
build relationships organic content to
with potential maintain authenticity
customers and and
established trust and credibility.Participate
credibility with their in events and
audiences, making sponsorships
them effective periodically
advocates for Fairy throughout the year,
Skin sunscreen and aligning with relevant
helping to increase industry events,
brand awareness and seasonal trends, or
drive sales. promotional
campaigns to
maximize exposure
and engagement.

 We provided a calendar for us to follow in order to increase our sales and revenue.

FEBRUARY Buy 1 Fairy Skin Sunscreen get 1

Fairy Skin Primer for only 199
pesos

MARCH Get 20% of to the first 10 buyer

Fairy Skin Premium kit
APRIL When you buy Fairy Skin Sunscreen
get 10% off on your next purchase
of Fairy Skin Products
MAY Get free voucher when you lie and
share the new poster of Fairy Skin
products
JUNE Buy Fairy Skin whitening lotion get 1
Fairy Skin milky soap for free

JULY 50% off when you buy Fairy Skin kit,

minimum of 2000 pesos
AUGUST 8:8 sale buy 4 Fairy Skin tinted
sunscreen get 1 free body lotion
SEPTEMBER Buy now out lates Fairy Skin
rejuvenating kit with free shipping
fee and more freebies
OCTOBER Get our latest fairy Skin sunscreen
for only 100 pesos
NOVEMBER 30% off with limited time only
(maximum of 3 hours)

DECEMBER 12:12 Year end promo buy 2 get 1

free in any Fairy Skin Product
 Chapter 5: Integrated Marketing Recommendations

A.