Strategic Marketing Management
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
Page 1
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
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
Page 1
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