top 50 megatrends in technology
Case Study – Sales Promotions
Jesssica Corgiat faced a difficult challenge as she took control of the Sun Products, Inc., account. As a relatively new account executive, Jessica knew it was important to establish measurable results when conducting various marketing communication campaigns. Sun Products sells items primarily oriented toward beach-related activities, the most successful of which is the company’s line of sunscreen products.
The tanning industry faces a unique set of challenges as a new generation of consumers emerges. First, more than ever consumers are aware of the dangerous long-term effects of tanning. These include more wrinkles along with vastly increased chances of developing skin cancer in later life. In Australia, where the ozone layer is the most depleted, exposure to the sun is even more hazardous. More importantly, however, is a potential shift in cultural values regarding appearance.
A few generations ago in Europe, completely white skin was a sign of affluence. Those who were forced to work outside developed tans. Those who lived as royalty or as the wealthy class could show their high social standing by simply keeping out of the sun.
As the new millennium commences, it is possible that a certain set of consumers will begin to believe that tanning is equal to foolishness – or, at least, that a suntan is no longer as “sexy” as it has been for many years. Beach bums and bunnies continue to run counter to this trend. The question remains, however, whether a national obsession with being browner continues in the general population.
One way to counter this problem is by developing new products designed to screen out the sun rather than enhance the sun’s tanning properties. Lotions with higher SPF (sun protection factor) values generally sell at higher prices. Higher-quality sunscreens do not wash off in a pool or while swimming. Further, items containing herbal ingredients and new aromas are designed to entice new interest. Sun
Jesssica Corgiat faced a difficult challenge as she took control of the Sun Products, Inc., account. As a relatively new account executive, Jessica knew it was important to establish measurable results when conducting various marketing communication campaigns. Sun Products sells items primarily oriented toward beach-related activities, the most successful of which is the company’s line of sunscreen products.
The tanning industry faces a unique set of challenges as a new generation of consumers emerges. First, more than ever consumers are aware of the dangerous long-term effects of tanning. These include more wrinkles along with vastly increased chances of developing skin cancer in later life. In Australia, where the ozone layer is the most depleted, exposure to the sun is even more hazardous. More importantly, however, is a potential shift in cultural values regarding appearance.
A few generations ago in Europe, completely white skin was a sign of affluence. Those who were forced to work outside developed tans. Those who lived as royalty or as the wealthy class could show their high social standing by simply keeping out of the sun.
As the new millennium commences, it is possible that a certain set of consumers will begin to believe that tanning is equal to foolishness – or, at least, that a suntan is no longer as “sexy” as it has been for many years. Beach bums and bunnies continue to run counter to this trend. The question remains, however, whether a national obsession with being browner continues in the general population.
One way to counter this problem is by developing new products designed to screen out the sun rather than enhance the sun’s tanning properties. Lotions with higher SPF (sun protection factor) values generally sell at higher prices. Higher-quality sunscreens do not wash off in a pool or while swimming. Further, items containing herbal ingredients and new aromas are designed to entice new interest. Sun