Filipino shoppers can be very loyal to their brands. According to a recent study, most said they would rather buy new products from familiar brands and pay a bit more than try something new, such as a private-label product.
The perception of private labels have become quite favorable in US and in Europe as compared to Asian countries such as the Philippines.
“It’s a bit ironic that the sales of private labels are as high as 40 percent in Europe unlike in developing countries in Asia, it just 5 percent,” said Karen Fabres Watsons Group Marketing Manager.
The mentality that pricier is better is slowly changing as Filipinos are becoming more aware of the advantages of choosing private label products such as those from Watsons.
“The Asian market is just starting to be discerning about their product choices. That’s why we are working hard to develop new and better products, to encourage more shoppers to make the Switch and Save, Fabres added.
Since the Switch and Save campaign began in 2012, Watsons’ are convincing customers to make the switch from the leading brand and get excellent quality personal care products at up to 80% less.
The effort has met with massive success, convincing tons of people from everyday shoppers to high-profile endorsers (Iya Villania, Christian Bautista, Tessa Prieto Valdez, and Patty Laurel) to make the change.
For marketing strategists, blind tests have become an effective marketing tool to encourage customers to try out a new product or compare it with one of the more famous brands or leading brand in its category–remember the Pepsi Challenge?
Recently, Watsons held a similar campaign called the Switch Test where the company set up unbranded booths in major cities around the country and placed its products side by side with the category leaders.
Without showing or telling them what brands were involved, the Switch Test mediator had each customer try out two products- Watsons and the leader. They were asked to hold them, examine them, test and compare them, and eventually to choose the one they would buy.
Last June 14, 2016, the brand held a special edition of the Watsons Switch Test at the Makati Shangri-la Hotel, with host Inez Bernardo and celebrity guests Tessa Prieto Valdes and singer Christian Bautista acting as the mediators.
Four kinds of products were presented to media guests including lotion, facial tissue, tooth brush and hair iron. Volunteers were called to come up to the stage to take the test with some choosing the leading brand while others found the Watsons label product better. Everyone however were convinced to make the switch when they found out that they can actually save up to 80 percent with Watsons.
Watsons Switch Test Host Ines Bernardo with Blogger Enzo Luna
Since it introduced its private label brands a few years ago, Watsons has been very busy convincing Filipino shoppers to make the switch.
Now shoppers don’t have to worry themselves with the age-old question of having to choose between quality or savings.
Indeed, with the Switch Test done, the results are clear- 8 out of 10 shoppers prefer Watsons quality, not to mention the Watsons price. And as for that age-old question about quality or savings- it finally has an answer it looks like everyone can agree upon. Take both. Switch to Watsons and save!
