GALDERMA Philippines General Manager Raghavendra Sadashiva is excited on his assignment in the country, as his company has been registering impressive growth rates, particularly in its product lines specializing on skin care.
“Among the Galderma affiliates in Southeast Asia, the Philippines is ranked No. 1 in the region in terms of sales,” Sadashiva said in a recent interview in the sidelines of the 70th anniversary celebration of Cetaphil held recently.
“Currently, [our local office is] also ranked fourth overall in the global market,” Sadashiva added.
Leading the top performers of Galderma is its facial cleanser, which is the fifth-highest seller in the global market.
Although the Philippines is classified as an emerging market, Sadashiva said the local affiliate is showing an impressive sales growth rate which is usually expected in a mature economy.
“Based on its performance, the Philippines, [way past being] an emerging market, is a mature and fast-growing one,” Sadashiva pointed out.
He said the product had a banner year in 2016, as entire line achieved a 30-percent growth in sales.
Moreover, the improvement could be traced to the changing scenario in the local market.
Social-media marketing
TEN years ago, the awareness on Cetaphil was low as compared today as social media can disseminate information in a rapid manner.
Right now, Sadashiva said social media has empowered mothers to obtain the latest information that gives them more options to choose.
“They are now also willing to pay more,” he added.
Right now, the product is currently focusing on 35-year-old mothers with two children belonging to the class A and B social strata.
“[We are targeting the female] health buff who goes to the gym regularly and at the same time wants her skin to be healthy. Her overall skin health is different from her physical health, as she is on that age bracket concerned with overall fitness,” he pointed out.
As far as the millennials are concerned, Sadashiva said Cetaphil sees a potential, but this market’s emphasis will be more on the beauty aspect.
In a company study, data showed that the younger generation prefers using whitening creams. But this changes when they pass the 30-year age bracket, as people want to give more focus on how to age gracefully.
Product expansion ahead
FROM the time it was launched two decades ago in the Philippines, Cetaphil has been experiencing double-digit growth consistently every year.
“We’re quite pleased. What drives our growth are not only the promotions but also word-of-mouth.”
“Once the consumer gets to try [the product], she will tell her friends that it is good. That is on top of the recommendations by doctors and experts,” the general manager pointed out.
Aside from the line extensions that it has recently introduced in the market, Cetaphil has been receiving warm reception through word-of-mouth.
Being the recommended brands by doctors and dermatologists has also enabled the skin-care product to be on the top of its class.
Sadashiva said the brand needs to push its marketing campaign more.
To achieve this, he and his team will embark on a product expansion mainly on the baby line starting in 2018.
“We will invest more on awareness programs, like the television commercial, which has developed a large following since the successful launch in 2015,” he revealed.
Things are looking bright for Cetaphil, according to Sadashiva.
“Five years from now, [we will realize the product’s] bright potential because of the launches in the pipeline, and how our consumers are enthusiastically responding to it as of late.”
Image credits: Jimbo Albano