Make the switch & save
Filipino shoppers can be very loyal to their brands. According to a recent research, most respondents said they would rather buy new products from familiar brands and pay a bit more than try something new like a private-label product. Private labels have become quite favorable in the US and in Europe as compared to Asian countries such as the Philippines.
As an iteration of its successful Switch and Save campaign, Watsons rolled out its “Switch Test” to encourage Filipino shoppers to try out Watsons label products and save in the process.
In the“Switch Test ,” unbranded booths were set up in major cities around the country and placed Wat sons products side by side with the category leaders. Without showing or telling the participants what brands were involved, the Switch Test mediator had each participant try out two products — Watsons and the leading brand. They were asked to hold, examine, test and compare them and eventually choose the one they would buy. After the Switch Test was done, the results were clear that eight out of 10 shoppers prefer Watsons’ quality and price.
The brand held a special edition of Watsons Switch Test at the Makati Shangri-La Hotel recently with host
Inez Bernardo and brand ambassador s Tessa Prieto-Val des and Christian Bautista as mediators. Volunteers were called to come up the stage to take the test. Guests were convinced to make the “switch” when they found out they can actually save up to 80 percent with Watsons products.
Group marketing manager
Karen Fabres said, “It’s a bit ironic that reportedly, the sales of private labels are as high as 40 percent in Europe unlike in developing countries in Asia, it’s just five percent. 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.”
The company’ s effort has met with massive success, convincing everyday shoppers to highprofile endorse rs( like
Iya Villa ni a, Christian B autis ta, Tessa Prie toVal des, and Patty Laurel) to make the change.
F abres added ,“To ensure quality standards of our products, our quality assurance director makes sure that the standards we are committing to customers are unquestionable. The products undergo a stringent manufacturing process that is at par with market leaders. Product development and testing take at least 18 months to ensure that the product is of the best quality.”
So, switch and save now!