De La Salle University – ManilaGraduate School of Business

Final Exam

“CELETEQUE DERMOSCIENCE”

In Partial Fulfilment of theRequirements for the Subject

Marketing ManagementSY 2013-2014, Term 2

Prepared by:Joy cee Gene Perez

Submitted to:Dr. Antonio V. Concepcion

December 16, 2013

Company Overview

United Laboratories

United Laboratories or Unilab develops, manufactures, and markets prescription, over-the-counter, and personal care pharmaceuticals products; the biggest pharmaceutical company in the Philippines. (Bloomberg L.P., 2012) Mr. Jose Y. Campos and Mr. Mariano K. Tan established UNILAB in 1945 as a small corner drugstore in Binondo, Manila. (UNITED LABORATORIES INC., 2012) Unilab was the first among local companies to go into industrial-scale pharmaceutical manufacturing and by 1959; it had a robust nationwide distribution and sales network. Since then, the company has grown to have a significant market share in the Philippines and Asia-Pacific region. (UNITED LABORATORIES INC.,20120) UNILAB grabs twenty percent of market share in the Philippine Pharmaceutical Industry, which has been maintained for more than 45 years. Its portfolio includes some of the biggest prescription and consumer healthcare brands in the country like Biogesic, Ceelin, Enervon, PH Care, Asian Secrets, Solmux and Carbtrim. Today, Unilab is expanding in the South East Asia region and has affiliates in 10 countries in the Asia-Pacific region. (UNILAB: GETTING TO KNOW OUR COMPANY, 2012)

Below are the subsidiaries of UNILAB:

UAP Therapharma Biomedis Bio-oncology Unilab Nutritionals Biofemme Innovitelle LRI Medichem Myra Pediatrica RiteMed Unilab Consumer Health Westmont

Key ExecutivesKey Executives

Name TitleJocelyn Campos Hess ChairmanRomeo H. Robles Vice President, TreasuryGil A. Santos Senior Vice PresidentJose Maria Ochave Senior Vice President, Social PartnershipClinton A. Campos Hess Chief Executive Office

SWOT ANALYSISSWOT ANALYSIS

United Laboratories Inc. SWOT ANALYSIS

Strengths WeaknessesStrong Operational Network Concentration of Operations in the metro

Broad Product Portfolio

Opportunities ThreatsStrategic Business Alliance Competitve Landscape

Emerging Markets Product liability claims

Key CompetitorsKey Competitors

Glaxo Smith Kline Pascual LaboratiesLloyd Laboraties Inc. Abott Laboratories Inc.Pfizer WyethUnilever

Innovitelle

Inovitelle is one of the newest divisons of United Laboratories. While most of the divisions and subsidiaries of Unilab focuses on manufacturing and promotion of drugs, Inovitelle concentrates on the consumer side of the business. Among their popular brands are PH care, Asian Secrets, Swish and

“Innovitelle signaled a new beginning for skincare with the launch last Aug. 26, 2012 of Celeteque DermoScience, a revolutionary skincare line with six product lines expertly formulated to answer every skin need.

This unveiling was held in the animation area of Watsons, SM Makati and was attended not only by Unilab and Watsons Executives, but also by the media and top bloggers.”

Celeteque Dermoscience

“Healthy is beautiful’

The launch of Celeteque DermoScience is truly a milestone for Unilab as the company strengthens its name in the skincare market. Giving birth to 31 products in only a little over a year speaks of the company’s potential in responding to the discriminating needs of this lucrative, high-involvement market.

With Celeteque DermoScience, Unilab is definitely making a strong statement—that “it’s time to treat skincare more like healthcare, because beautiful skin starts with healthy skin.” Trust only Celeteque DermoScience by Unilab, the expert skincare from the trusted healthcare provider.

Source: http://www.unilab.com.ph/consumers/news/company-news/innovitelle-launches-celeteque-dermoscience/

With the 31 Products launched simultaneously, how will Celeteque Dermoscience line differentiate itself from the rest of the Celeteque Dermoscience lines and othe aggressive competitors?

The launch of Celeteque Dermoscience aggresively launched 6 skin care lines including:

1. Hydration – expert moisturizing for sensitive skin2. Brightening – effective skin-brighteners for luminous, even-toned

complexion3. Sun Care – skin's quality defense against UVA (Aging) and UVB (Burning)

rays4. Acne Solutions – high-performance skin clearing for acne and oily skin

5. Advanced Anti-aging – breakthrough formulations to diminish the early signs of aging

6. Restorative – intensive lifting and firming for sagging, mature skiProducts

CELETEQUE DERMOSCIENCE™ HYDRATION is a line of products that gives expert moisturization to hydrate sensitive and dry skin.90% softer, smoother, moisture-balanced skin in just 2 weeks.*

Skin dryness can lead to permanent skin damage.Skin dryness can be caused by frequent washing of the face, environmental conditions, sunburn, medication and other factors. Dry skin has a weak capacity to retain water and this slows down the process of cell renewal, making the skin tight, dry and rough. It becomes less elastic and prone to permanent skin damage.

Among the CELETEQUE DERMOSCIENCE™ HYDRATION products are

1. HYDRATIONFACIAL WASH

CELETEQUE DermoScience™ Hydration Facial Washhas Natural Moisturizing Factor(NMF) that helps restore the skin’s proper moisture balance. It also has mild cleansing agents that effectively clean without drying the skin.

PRICE: PhP 75.00 (60ml) PhP 118.00 (100ml)PhP 270.00 (250ml)

List of Ingredients

Water, Sodium Laureth Sulfate, Cocamidopropyl Betaine, Glycerin, PEG-7 Glyceryl Cocoate, Sodium Lactate, Panthenol, PEG-120 Methyl Glucose Dioleate, Lactic Acid, Disodium EDTA, Chamomilla recutita (Chamomile) Extract, DMDM Hydantoin, Iodopropynyl Butylcarbamate, Masking Agent, Bisabolol, Butylated Hydroxytoluene, CI 19140, CI 16035

DIRECTIONS FOR USE:

Apply CELETEQUE DermoScience™ Hydration Facial Wash on wet skin. Massage in a gentle circular motion. Rinse thoroughly. Use as often as needed.

Use CELETEQUE DermoScience™ Hydration Exfoliating Facial Wash every other day to revitalize tired-looking skin.

2. HYDRATIONGENTLE EXFOLIATING FACIAL WASH

CELETEQUE DermoScience™ Hydration Gentle Exfoliating Facial Wash safely removes dead skin cells that may clog pores. It has Dual Nourishing Beads infused with Vitamin C and E that gently burst to help nourish and protect the skin. Its perfectly spherical shaped microbeads exfoliate without scratching and damaging the new skin layer.

PRICE: PhP 95.00 (60ml) PhP 140.00 (100ml)

List Of Ingredients

Water, Sodium Laureth Sulfate, Acrylates Copolymer, Cocamidopropyl Betaine, Glycerin, PEG-7 Glyceryl Cocoate, Butylene Glycol, Sodium Lactate, Wax, Panthenol, DMDM Hydantoin, Iodopropynyl Butylcarbamate, Lactose, Cellulose, Tacopheryl Acetate, Hydroxypropyl Methylcellulose, CI 77891, CI 77491, Jojoba Esters, Ascorbyl Palmitate, Disodium EDTA, Sodium Hydroxide, Masking Agent, PEG-120 Methyl Glucose Dioleate, Lactic Acide, Masking Agent, Chamomilla recutita (Chamomile) Extract, Lactic Acid, Bisabolol, CI 16035

DIRECTIONS FOR USE:

Apply CELETEQUE DermoScience™ Hydration Gentle Exfoliating Facial Wash on wet skin. Massage in a gentle circular motion. Rinse thoroughly.

Use every other day to revitalize tired-looking skin. If dryness or irritation occurs, use less frequently

 

3. HYDRATIONALCOHOL-FREE TONERCELETEQUE DermoScience™ Hydration Alcohol-Free Toner contains Witch Hazel Extract that helps soothe the skin while removing the last traces of stubborn dirt.

PRICE: PhP 82.00 (65ml) PhP 129.00 (125ml)

List Of Ingredients

Water, PEG 6, Butylene Glycol, Glycerin, Panthenol, Polysorbate 20, DMDM Hydantoin, Iodopropynyl Butylcarbamate, Disodium EDTA, Sodium PCA, Hamamelis virginiana (Witch Hazel) Extract, Masking Agent

DIRECTIONS FOR USE:

Moisten cotton with CELETEQUE DermoScience™ Hydration Alcohol-free Toner. Apply to face and neck with gentle upward strokes.

4.HYDRATIONHYDROLYZED MOISTURIZING MISTCELETEQUE DermoScience™ Hydration Hydrolyzed Moisturizing Mist contains Hydrolyzed Liquids and NMFthat restore moisture to the skin and improve its elasticity and softness. Water from Fuji has trace elements that rejuvenate the skin to make it feel more supple and refreshed. It can also be used over make-up.

PRICE: PhP 349

List Of Ingredients

Aqua (Water), Propylene Glycol, Sodium PCA, Phenoxyethanol, Chlorphenesin, Sodium Hyaluronate, Hydrolyzed Hyaluronic Acid, Hydrolyzed Viola tricolor (Pansy)

Extract, Methylparaben, Butylparaben, Ethylparaben, Isobutylparaben, Propylparaben

DIRECTIONS FOR USE:

After washing the face, spray the mist once or twice on the selected areas of the face and tap dry with a soft cloth. It is best to use before make-up or sunscreen application to moisturize and awaken the skin. Use as often as needed.

5.HYDRATIONFACIAL MOISTURIZERCELETEQUE DermoScience™ Hydration Facial Moisturizer has Triple Moisturizing System that contains Glycerin, Provitamin B5 and Aloe Verathat work deep down to provide lasting relief from skin dryness. Its unique hydrogel formula provides the skin with optimum hydration without the greasy after-feel.

PRICE: PhP 127.00 (50ml) PhP 210.00 (100ml)

List Of Ingredients

Water, Dimethicone, Glycerin, Panthenol, Hexylene Glycol, Carbomer, Aloe barbadensis (Aloe Vera) Extract, Sodium Hydroxide, Disodium EDTA, DMDM Hydantoin, Iodopropynyl Butylcarbamate, Citric Acid

DIRECTIONS FOR USE:

Apply liberal amount on the face. Massage in a gentle circular motion. Apply in the morning and at night.

6. HYDRATIONMAKE-UP REMOVER FACIAL WIPESCELETEQUE DermoScience™ Hydration Make-Up Remover Wipes gently removes make-up, excess sebum and dirt that may clog skin pores. It has Active Skin Hydrators that help boost skin’s level of moisture. It is convenient to use anytime anywhere.

PRICE: PhP 160.00

List Of Ingredients

Aqua (Water), Propylene Glycol, Sodium Coco-glucoside Tartrate, Phenoxyethanol, PEG-40 Hydrogenated Castor oil, Cetearyl Isononanoate, Polysorbate 20, Proprylparaben, Methylparaben, Centella asiatica (Centella) Extract, Secale cereale (Rye) Seed Extract, Prunus serrulata (Sakura) Flower Extract, Fragrance, Disodium

Phosphate, Disodium EDTA, Cyclopentasiloxane, Dimethiconol, Steareth-2, Steareth-100, Laureth-4, Ethylhexylglycerin, Laureth-23

DIRECTIONS FOR USE:

Gently glide the wet tissue over the face and neck in upward or circular strokes until the skin surface is clean. Keep eyes closed to prevent irritation.

Competitors

Belo Skin Care Products

Cetaphil Atopiclair Ponds Olay

Neutrogena Garnier Dove Aveeno

Promotions

Promotions of Celeteque includes billboards, tv ads, social media promotions (Twitter, Facebook, celetquedermoscience.com) and reviews by the top bloggers in the Philippines. Also Celeteque Dermoscience has heavy trade initiatives and collaborate with the top retailers in the Philippines like Watsons, Mercury Drug etc.

Celeteque Skin Club

You get 10% off for a minimum purchase of Php200 on a single receipt of any Celeteque products at any Watsons or Beauty by SM Get exclusive member freebies in 25 selected Watsons/Beauty outlets every weekend. Present the card to the Celeteque Brand Consultant and ask for the Celeteque Member Perk of the Month Get a FREE special Celeteque Gift set for every

Php2,000 worth of Celeteque products from accummulated Watsons receipt dated April to December 2010.

Source: http://bitsandtreats.blogspot.com/2010/06/celeteque-skin-club.html

Place of Distribution

One of the strengths of Unilab is its strong collaborationwith its distribution partners. Celeteque Dermoscience is distributed in leading retail shops such as SM, Landmark, Rustans, Robinsons, Watsons and Mercury Drug Stores etc.

Sources:

http://www.celetequedermoscience.com/hydration-make-up-remover-wipes.html#down-tab

http://www.celetequedermoscience.com/hydration-facial-wash.html

http://www.celetequedermoscience.com/hydration-exfoliating-facial-wash.html

http://www.celetequedermoscience.com/hydration-alcohol-free-toner.html

http://www.celetequedermoscience.com/hydration-hydrolized-moisturizing-mist.html

http://www.celetequedermoscience.com/index.html

http://www.docstoc.com/docs/133727427/United-Laboratories-Inc---Strategic-SWOT-Analysis-Review

http://www.unilab.com.ph/consumers/news/company-news/innovitelle-launches-celeteque-dermoscience/

http://whyyyjen.tumblr.com/post/21991400771/skin-care-celeteque