The objective of our work is to increase the sales of Vichy sun care products for the segments of 13 – 25 years old people. To reach to our target group, we used two main marketing styles which are strategic marketing and operational marketing.
In strategic marketing, firstly we analyzed the current market situation. We noticed that there is an increasing market in sun care products. Secondly, we investigated the other competitors in the market. We reached the information that there is a high competition and in this competition, La Roche Posay is the leader. In addition, consumer characteristics have changed sharply in recent years. People are more aware of dangers of the sun. Hence, it has become an opportunity for us which we have told in the SWOT analysis part.
We made a deep SWOT analysis of Vichy in our work and realized that Vichy has good strengths for the market.
In order to increase the sales of Vichy's products, we segmented our target market into four groups according to their age and gender. Then we followed a suitable way with our segments in strategic marketing and in our brands and positioning.
We developed four brands each for our segments. They are “SunBlue” for teenage boys, “SunBlack” for older boys, “Pearl Protect” for teenage girls and “Diamond Protect” for older girls. Then we used different packaging for each brand.
After strategic marketing, we focused on operational marketing. First, we analyzed each of our products and gave information about their special features. Then we introduced the price for our products.
In operational marketing, we also analyzed our communication with people. We decided to make it in two main parts which are education and promotion.
[...] For example, we are planning to create special pages on Vichy website dedicated to each respective brand with a lot of information and interactive games directly related to the target group. In addition, we plan to distribute sample of products at the outdoor of secondary school high school and university with attached a document with clear information about sun risks and the benefits of our Vichy products. Because consumers are loyal they will purchase the product after. In order to reinforce the medical image, we also want to take place in the waiting rooms of general practitioners. [...]
[...] They are of the top leaders in France mass-market sun care business with Vichy and l'Oréal. They create different types of sun care products. They market their products to the same target market as us, but not through the same distribution channels as we do. Their products hold a great brand image and are well known. Our mains direct competitors (who sold products only in pharmacies/drugstores) are ISDIN Ladival and Louis Widmer. ISDIN exists to take care of the skin with reliable and scientifically tested products. [...]
[...] To conclude, we can say that pharmacy customers not only buy ordinary products but also sun screen at the pharmacy SWOT Analysis of Vichy (focused on 13-25 years old people) Strengths : - Vichy is very focused on the needs of consumers - High quality of their products - Specialized in the skin's health and expert in offering skincare products that help solve consumers' needs relating to: skin aging, skin dryness, acne, and sun care protection - Brand with a big awareness, good reputation and directly associated to the natural benefits of Vichy Thermal Spa Water - Good image (serious, clinical product and respectful for the skin) - The company sells its products through limited distribution channels (pharmacies) to reinforce the medical image - Products contain Vichy water and the benefits of Vichy Thermal Spa Water are very famous - Good penetration in the pharmacy channel - Large market share(one of the two biggest market shares) - Old company with a big experience and great know-how in his sector - Pioneer in both scientific research and product innovation for advanced sun care technology - Simple products and messages, accessible and close to the consumer Weaknesses: - line (or portfolio) product compared with other professional Brands - Vichy products are very expensive - No fashion image, on the contrary brand with old image - Image of a brand dedicated only to more than 40 years and women - Small channel of distribution where few young people come - Added value of Vichy isn't well known by consumers - Lack of visibility in the pharmacy - Men don't know well the brand and his products - Pharmacists don't perceive well the added value of Vichy - Prevention actions doesn't work to young people Opportunities: - Sun care products are seen more and more as a necessity and less as a beauty cosmetics - People are more aware about dangers of the sunrays today makes - Big growth in the sun care market. [...]
[...] Diamond because: - a diamond is a good symbol of progression of Pearl - young girls like and dream about pearls and when they are older (women) they love and dream about diamond - diamond refer directly to the adult world - diamond is the most resistant think from any aggression - a diamond is wonderful, perfect, very precious, shining, - a diamond is the symbol of the elegance For the 13-17 years old boys segment, the name of our product is SunBlue Sun because: - it refers directly to the sunshine and holidays Blue because: - blue is a male colour directly associate to young boys - a blue sun is a symbol of a protective veil For the 18-25 years old women, the name of our product is SunBlack Sun because: - it refers directly to the sunshine and holidays Black because: - blue is a male colour directly associate to men and high virility - a black sun is a symbol of a total protective veil Pearl Protect Characteristics of 13-17 girls and Positioning of Pearl Protect needs They need to be in fashion Orientated only to 13-17 years old They meet and hate acne girls They are ready to take time for Serious medical brand with high their beauty quality and specialized in skin They want to become “real women” care but don't want to take part in the Educative and preventive brand adult world Natural Very aware of the dangers of the Specialist for young girls sun, but don't feel totally Fashion brand slightly and concerned féérique They don't buy the sun care but Prevent and look after acne contribute to the choice Easy to use They desire to be tanned & Sweet and seductive brand attractive Very female Very subject to social pressure Phenomena of “communautarism” and “mimetism” Enjoy things kitsch They are afraid than sun care slows the tanning Big need to be attractive Diamond Protect Characteristics of 18-25 women and Positioning of Diamond Protect needs They care on preserving their Orientated only to 18-25 years old young Beauty women They meet and hate cellulite Serious medical brand with high They want a protection non fatty, quality and specialized in skin invisible and subdue which dries care quickly Educative and preventive brand They agree to take time for their Natural beauty but still seek the facility Elegant & seductive brand and the quickness Preserve young beauty Great attraction to the elegance Fashion brand but not They want to affirm their Prevent and look after cellulites “womaness” Easy to use They like to be tanned, but are Very female more concerned about their capital Specialist for young women sun They want to be attractive SunBlue Characteristics of 13-17 boys and Positioning of SunBlue needs They spend little money for skin Orientated only to 13-17 years old care boys They look for facility and speed Serious medical brand with high They want a protection non fatty, quality and specialized in skin invisible and subdue which dries care quickly Natural They are not very aware of the Fashion brand slightly real dangers of the sun and are Prevent and look after acne not anxious Very easy to use and quick use They meet and hate acne Virile and seductive brand They don't buy the sun care and Male don't contribute to the choice Specialist for young boys They need to be in fashion They are looking for what is Culture of danger (rebels) Phenomena of communautarism” and mimetism” SunBlack Characteristics of 18-25 men and Positioning of SunBlack needs They want a protection non fatty, Orientated only to 18-25 years old invisible and subdue which dries men quickly, resists water and does Serious medical brand with high not run in the eyes quality and specialized in skin They look for products very quick care and easy to use Natural More and more purchased sun Fashion brand but not products Very easy to use and very quick to They believe spread of the cream use is very female Very virile and seductive brand They not well aware of the real Very male dangers of the sun and are not Specialist for young men anxious They like to be tanned They love products which provide pleasure to use them They want to be sexy Operational marketing 2 Products For all our new products there are 6 new elements: 1. [...]
[...] Education: Our first goal is to educate young people about the real dangers of the sun and of their behaviour against sun. Many young people are not aware of dangers of the sun. In addition, they do not protect themselves. Thus, it is very important to give information about that sun rays are harmful for our health. We should start the education first removing some false belief. First, teenagers have to know that sun care products do not stop tanning. [...]
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