The Opportunity
A global OEM and ODM company sought to launch a skincare brand in Thailand through 7-Eleven but faced key challenges: no brand name, no brand identity, and limited market insights. With just two months to prepare their pitch, they needed a deep understanding of Thai consumers, a strong brand identity, and a compelling marketing strategy to secure 7-Eleven's support.
Go-to-Market Strategy
Branding Strategy
Market Research
Collateral Development
By The Numbers
The Masterplan
A strategic sprint
Verra Asia was tasked with crafting a comprehensive go-to-market strategy to launch this skincare line, consisting of a sunscreen and a serum, as a standout brand in Thailand. Our mission was to transform the skincare vision into a tangible, market-ready brand. To do so, our strategic approach consisted of five phases, with a strict two-month deadline:
Our Approach
Phase 1: Market Understanding
We conducted a survey of 1,001 Thai women, aged 18-39, within three weeks to uncover insights into their skincare habits, preferences, and purchasing behaviour when shopping in local 7-Eleven stores. This survey helped us understand their needs and preferences, enabling us to develop a value proposition that resonated with them.
Phase 2: Message House Development
Building on the insights from Phase 1, we created two message houses—one for sunscreen and one for serum—tailored to three sub-segments of our target audience. This approach ensured our product USPs aligned with the specific pain points and benefits sought by Thai women, enhancing the relevance of our communications.
Phase 3: Brand Naming
We conducted an internal workshop and presented three brand name options. After rigorous screening for linguistic, cultural, and market appropriateness, we finalised the name "skinDee," which combines "Skin" and "Deep" to convey comprehensive skincare benefits. The word "Dee", a positive adjective in Thai, further underscores quality and well-being.
Phase 4: Brand Identity
We developed three visual identity concepts, focusing on clarity and distinctiveness. Once the preferred concept was selected, we created a brand book that included guidelines on colours, typography, and photography.
Phase 5: Marketing Strategy
We created a marketing strategy deck to present to 7-Eleven, showcasing a 12-month launch plan grounded in our understanding of the market. The strategy included channel recommendations, estimated performance, and sample key visuals to support the campaign launch.
The Results
Verra Asia's strategic approach enabled our client to gain a deep understanding of the Thai skincare market and consumer behavior. We helped them establish a compelling brand identity with the skinDee name and visual assets, develop targeted messaging that resonated with the audience, and create a comprehensive marketing plan to support the launch.
All these steps were accomplished in just two months, showcasing Verra Asia's agility and efficiency. Following the pitch, they received positive feedback from 7-Eleven and are now better positioned for a successful go-to-market.
