Tender Luv Baby Products  believes the company derives its success by adhering to these core values:

STRIVING FOR EXCELLENCE

Tender Luv Baby Products constantly strives to be the best by listening to their clients and customers to offer them the best quality infant products at the best possible price.  It takes pride in working hard not just to meet, but to surpass the expectations of its clients and customers.

DETERMINATION FOR INNOVATION

Tender Luv Baby Products is aware that the infant product industry is getting more and more competitive and that the end-users, the parents, are getting smarter in their choices.  Thus, it is integral that the company constantly offers new and innovative infant products with product-conscious consumers in mind. Tender Luv Baby Products also continues to push itself to be better with consumer research and inventing products to cater to its consumers’ specific needs.

RELATIONSHIP MAINTENANCE

Tender Luv Baby Products owes its business to the dealers, consignors and distributors.  Hence, it is paramount to deliver good product and service, and especially value fairness in dealing with them. Tender Luv Baby Products maintains good relationship with them through communication, the more direct the better.  Through this, the company gets regular updates on their products to further improve its business.

PARTNERSHIP AND TEAMWORK

Tender Luv Baby Products acknowledges the importance of its staff in actualizing the company’s mission and vision.  The company believes in each staff member’s skills and talents and challenges them to be better.  It also believes in listening to them and helping one another to make the company’s dreams and their dreams grow.

VISION STATEMENT

Tender Luv Baby Products aims to satisfy the changing needs of their customers in the different markets by offering new and innovative infant products and staying true to its corporate values.

 The company adopted the 4P’s of marketing strategy: Price, Product, Position and Place to capture a sizeable share of their target market and to ensure its success.

For more than 42 years, the company has likewise maintained the traditional philosophy of doing business.  Instead of going for big profit, it concentrated its efforts on generating greater sales volume.  Hence, it has to maintain low cost at all times to keep their price competitive.  This pricing strategy, as well as its attractive yet quality baby products attracted more and more customers.

Tender Luv Baby Products products are not only locally manufactured. Most of them are imported as well. The company offers various brands and products that cater well to the classes A, B and C.

Through this strategy, the company continues to capture big clienteles as well as wholesalers.  Tender Luv Baby Products' customers are classified into three categories: Dealers, consignors and distributors.  They are mostly consignors of large malls like SM Department Stores, Robinson’s Department Stores, Robinson’s Supermarket, Ever Department Store, Sta. Lucia Department Store, and Mart One Discount Store.  Moreover, the company is on consignment basis with baby stores like Babyland and the likes.  They are also outright suppliers of big distributors such as SM, Robinson’s Supermarket, Shopwise, Landmark, Crossings, Cherry Foodarama, Rustan’s as well as wholesalers in Divisoria.  Aside from these, Tender Luv Baby Products also supplies the local brand of the various department stores such as that of the SM Baby Company.

Of the 4P’s in marketing, Tender Luv Baby Products is aware of the importance of Place and paid attention to this by having outlets in big malls while also catering to smaller provincial markets.  With the help of its distributors that span Luzon, Visayas and Mindanao,  Tender Luv Baby Products remains to have a prominent presence in the market greatly enhancing its products’ popularity and accessibility.

Tender Luv Baby Products has always been a big part of the monthly Sales Promotion of various Department Stores. It gives out promotions like giving free items for a minimum purchase. It has also been a major player in the annual “Baby Sale” happening every March and September.  It advertises in the local media print together with the announcement of sale on the different department stores.

Their marketing strategy has effectively made their local brand “Tender Luv”, their licensed product “WB Baby Looney Tunes” and “WB Puppy Scooby Doo“ maintain top sales position in all areas.

Tender Luv Baby Products manufactures, mports and invents quality and innovative infant products to sell at a reasonable price with various product lines to cater to the Class A, B and C markets. Tender Luv Baby Products continues to exceed customer expectations by constantly communicating the company’s goals to its staff and ensuring excellence in each work department to deliver quality products and service to its customers.