Strategic Marketing Management

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Unique Sunscreen for Men by Avene

EXECUTIVE SUMMARY As the sunrays are becoming more harmful because of the ozone layer deterioration, the incidence of skin cancer called Melanoma is rising at about 7% a year (Portalatin, 2012), affecting everyone the same way, regardless of the gender. Women are more commonly associated with the use of sunscreen and skin care products, but what about men? Is there any sunscreen exclusively for men? The sunscreen market in UK is over the £259 million (Bee, 2010), and it is focused on women only, so there is a potential market with the men segment. Based on this necessity, the marketing team will encourage the brand to launch a new product that meets men´s needs, wants and demands, with special features and well-accurate means of communication. Due to being an innovative product in the market, it will create interest among men and will satisfy their requirements for protecting their skin with some added benefits, and as a consequence of this, it will not only increase the company’s revenues but also will represent an opportunity to expand the market for upcoming products addressed for this segment.

Andres Arango

Student Number: A4053535

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Unique Sunscreen for Men by Avene

PAGE INDEX 1. Introduction 2. Case Background 3. Key Findings 3.1 Segmentation 3.2 Value Creation and Delivery 3.3 Swot Analysis: Avene Sunscreen Line 3.4 Points of Parity (P.O.P) / Points of Difference (P.O.D) 4. Recommendations 4.1 Competitors 4.2 Endowment of Values 4.3 Foundation 4.4 Marketing Communications 5. Conclusions 6. References 7. Appendices

Andres Arango

Student Number: A4053535

Page 2

Unique Sunscreen for Men by Avene

1. INTRODUCTION According to research studies developed by World Health Organization (2012), skin cancer has been increasing over the last decades and currently over 132,000 melanoma cases are detected globally each day, the Cancer Research UK (2010) mentioned that melanoma is the 6th most common cancer among men with 6,201 cases reported in 2010. Therefore, the marketing team has the task of designing and developing a set of strategies to introduce a new suncare product focused on men, which is a potential unexplored market for skin care and toiletries products. The Marketing Plan will be developed within the frame of strategic marketing management and theories from different authors of marketing in order to provide recommendations about what are the best choices to launch successfully this product into the market.

Andres Arango

Student Number: A4053535

Page 3

Unique Sunscreen for Men by Avene

2. CASE BACKGROUND Avene is a sub brand of Pierre Fabre Laboratories, the second largest private pharmaceutical laboratory in France. It is a very traditional and renowned brand, taking care of human skin since 1736, and nowadays its properties and benefits are well known among people all over the world. Avene has specialized products for all kind of skin diseases, and are focused on sensitive, intolerant and allergic skins, and from this premise comes the brand mantra “The Source of Relief for Sensitive Skin”. (Avene, 2013). In all countries where Avene is sold, the main impact on sales is made by medical sales representatives who are promoting products to dermatologists. As the brand itself does not make broadcast advertising to patients, the launch campaigns as well as the rest of publicity elements are addressed to medical community. Among Avene´s current challenges are that the brand is not known in the young people market so there is a necessity to impact more in this segment, as well as to seek different ways to reach and gain participation into the non-prescribed market and by this way achieve more autonomy from dermatologist segment but maintaining at the same time a good relationship with medical communities.

Andres Arango

Student Number: A4053535

Page 4

Unique Sunscreen for Men by Avene

3. KEY FINDINGS Dr Mandal (2011)...
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