I. Situational Analysis
A. Company Background & History
“Galderma is a Swiss pharmaceutical company specializing in the research, development and marketing of therapeutic, corrective and aesthetic solutions for dermatology patients and a leading player in the worldwide dermatology market. Its expertise spans a broad spectrum of skin, hair and nail diseases.”(Wikipedia.com) On 1961, the Owen dermatology company was created in Dallas, Texas, USA. Then on 1972, Alcon, a phthalmology specialist acquired Owe. Then after 5 years, Nestlé acquired Alcon to strengthen its presence in the North American market. Then, L’Oreal created its International Dermatology Research Center (CIRD) in Sophia-Antipolis, France, specializing in fundamental research into skin physiology on 1979. Then finally, Nestlé and L’Oreal form a joint venture to become the world’s leading dermatology player. Thus, Galderma was born. Since the creation of Galderma in 1981 as a joint venture between Nestlé and L’Oreal, all of its resources have been channelled in a single direction: to provide innovative therapeutic, corrective and aesthetic solutions that meet the needs of dermatology patients and physicians. Galderma’s experience has taught it that the effects of skin conditions reach much deeper than the skin itself. By treating these conditions, it helps people improve the quality of their life. It pays special attention not only to the safety and efficacy of its products, but also to the way they can be best administrated by the patients themselves or by medical professionals. This constant search for the best therapeutic and aesthetic results drives its scientists to explore new areas in dermatological innovation. The company’s growing international portfolio includes treatment for major skin conditions – acne, pigmentary disorders, rosacea, psoriasis / SRD (Steroid-Responsive Dermatoses). Galderma is one of the leading dermatology companies worldwide. In 2008, the company reported sales of 854 million euros, an increase of 22.4% over 2007 at comparable rates. Galderma invests around 20% of worldwide sales in innovation (innovation costs include R&D and regulatory affairs expense, royalty obligations and amortization expense associated with acquisitions and licensing agreements). More than 2,900 people work for the company throughout the world. In addition, ten major products are distributed in over 65 countries which the company as known manufacturer of skin care products. Galderma’s research efforts have allowed the company to issue 1.600 scientific publications, develop more than 500 inventions and file 5.000 patent applications and patents.
B. Market Situation
General Market Description
Manufactured by Galderma Laboratories, Cetaphil is a gentle cleanser suitable for consumers worldwide who have sensitive preferences for skin products as well for patients with skin problems because of its mild properties. The product offers to do more than clean the skin since it also promise to contribute to overall health. Galderma established its company in different countries to offer its needed customer with specialized knowledge and unique skills about skin care. The company operates in Australia and New Zealand, Latin America, Asia, Middle East and Africa, Europe; and North America. It, as well, provides dermatologists and physicians with a full range of innovative products and services such as Cetaphil. Cetaphil does not only offer skin cleansers, but also produce moisturizing cream, Daily Advance ultra hydrating lotion, daily facial moisturizer with SPF 15 and Parsol, therapeutic hand cream, a gentle cleansing bar and an antibacterial cleansing bar. However, in the Philippines, Cetaphil Gentle Skin Cleanser is not popular among its product line of skin care product. Given that it is a tropical country, Filipinos need a cleansing product that cleans and refreshes skin after a day of exposure to sun and...
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