Successful Marketing Strategy Accomplished a Legend -Proactiv
MKTG 4999
Sufeng Tian
9/13/2010
Successful marketing strategy accomplished a legend
Proactiv
About twenty years ago in 1989, two dermatologists, Dr. Katie Rodan and Dr. Kathy Fields came up this idea with a special cream made mainly from benzyl peroxide to meet the needs of teens, women and men about their special beauty concern of acne. They launched the product and started to merchant their products with Guthy-Renker.LLC, one of the largest and most respected direct marketing companies in the world. By 2010, Proactiv has boasts 5 million customers with total revenue of $850 million a year worldwide and has been recognized with 27 coveted awards and honors from the beauty and health industry. Other companies also had the experiences in developing similar products with one of the main ingredients used in Proactiv Acne Treatment but never reached success even close. What are the secrets of Proactiv’s success?
First, Product and Target Market - Discovering and Meeting Market Needs
As dermatologist, Dr. Rodan and Field know very well about the “society’s increasingly intense pursuit of physical perfection”. Averagely, most of teenagers suffer from acne for about 8 years. Big percentage of men and women continuously suffer from acne for years. Market research showed them that during the time there was not even an over-the-counter medicine for prevention of acne, all the medicine existed in the market are for spot treatment. They discovered opportunity and developed a new product to attack acne "proactively"— to help control the acne cycle before breakouts occur, and named it Proactiv. The product line includes Renewing Cleanser, Revitalizing Toner and Repairing Lotion which is called the basic 3- Step System. Along with the development of the business and market, they continuously added and other cosmetic products. Today, Proactiv has developed a complete line of products, including moisturizers, sunscreens, spot treatments, body washes formulated specifically
Sufeng Tian
9/13/2010
Successful marketing strategy accomplished a legend
Proactiv
About twenty years ago in 1989, two dermatologists, Dr. Katie Rodan and Dr. Kathy Fields came up this idea with a special cream made mainly from benzyl peroxide to meet the needs of teens, women and men about their special beauty concern of acne. They launched the product and started to merchant their products with Guthy-Renker.LLC, one of the largest and most respected direct marketing companies in the world. By 2010, Proactiv has boasts 5 million customers with total revenue of $850 million a year worldwide and has been recognized with 27 coveted awards and honors from the beauty and health industry. Other companies also had the experiences in developing similar products with one of the main ingredients used in Proactiv Acne Treatment but never reached success even close. What are the secrets of Proactiv’s success?
First, Product and Target Market - Discovering and Meeting Market Needs
As dermatologist, Dr. Rodan and Field know very well about the “society’s increasingly intense pursuit of physical perfection”. Averagely, most of teenagers suffer from acne for about 8 years. Big percentage of men and women continuously suffer from acne for years. Market research showed them that during the time there was not even an over-the-counter medicine for prevention of acne, all the medicine existed in the market are for spot treatment. They discovered opportunity and developed a new product to attack acne "proactively"— to help control the acne cycle before breakouts occur, and named it Proactiv. The product line includes Renewing Cleanser, Revitalizing Toner and Repairing Lotion which is called the basic 3- Step System. Along with the development of the business and market, they continuously added and other cosmetic products. Today, Proactiv has developed a complete line of products, including moisturizers, sunscreens, spot treatments, body washes formulated specifically