Marketing Strategy for a New ProductBy Group SIVA

Group Members:Kaushalya NaotunnaChandima WelabadageAmila Indika

What is SIVA?(Solution, Information, Value, Access)

SIVA is basically the four Ps renamed and reworded to provide a customer focus.Product SolutionPromotion InformationPrice ValuePlace Access

Normal pH value of human skin?Between 4.2 - 5.6 (slightly acidic)

Solutions with a pH less than 7 are said to be acidic and solutions with a pH greater than 7 are basic or alkaline.

pH value of Soap?Above 7 (7+)

pH value of Cleanser?Between 6.3 - 6.5

What do you Use?Soap?Cleanser?

Marketing Strategy forCetaphil Cleansing Lotion

In 1947, Cetaphil Cleansing Lotion was invented by a pharmacist as a safe and simple formula with which to mix dermatological remedies. By 1964, Cetaphil Cleansing Lotion was recognized by dermatologists as a stand-alone skin care product that was gentle enough for all skin types or conditions.

What started as a simple formulation recommended as an effective alternative to traditional soap cleansers is known today as Cetaphil Gentle Skin Cleanser.

Cetaphil products are recommended by more dermatologists than any other brand of skin cleansers and moisturizers. After all, theyve been carefully formulated to provide effective, gentle skin care to help your skin look and feel its best no matter what category your skin type falls into.

Cetaphil Gentle Skin Cleanser is great for daily makeup removal. Originally formulated for dermatologists, this cleanser is gentle on your skin and sensitive to your skins needs. Cetaphil Gentle Skin Cleanser will not strip the skin of natural protective oils or emollients, or disturb the skins natural pH balance. This dermatologist-recommended cleanser is fragrance-free and non-comedogenic. Cetaphil Gentle Skin Cleanser is gentle enough for children, teens and adults.

Available for all skin types:

Normal Dry Oily Acne-Prone Eczema-Prone Rosacea Psoriasis

Price

125 ml bottleMaximum Retail Price - Rs. 1040/=Wholesale Price - Rs. 897/=

Payment period for wholesale customers and pharmacies-30 days credit period.

Distributors

Cetaphil Cleansing Lotion is imported and marketed by Swiss Biogenic (Pvt) Ltd.

The Main distribution Centers Colombo 13Colombo 06KelaniyaNegomboAnuradhapuraKurunegala BandarawelaTrincoJaffna

Place

Available in all the main pharmacies. Pharmacies in Cargills outlets. Pharmacies in Arpico super centers. Pharmacies in Laugfs and Keels supermarkets.

Marketing strategy

Promotions

Doctor promotions - Promotions for the dermatologist and general practitioners by medical representatives.

Chemist promotions - By sales representatives.

Sales representatives for famous beauty parlors

Super Market sales girls with Product Samples.

Lobby promotions (Liberty Plaza, Majestic City, Kandy City Center ), Demonstrating how to Use the product & Let Customers use it

Mobile vehicle with a Dermatologist / Beautician and samples

Display boards at salons, Promotional T-shirts for Salon staff

Product display cabinet at beauty parlors

Seasonal offers - Free facial cotton / cleanup for every buyer

Introducing smaller pack sizes

Lager pack size is 1040 ml for the customer. By introducing smaller packs like 65 ml and sachets customer can buy it at lower cost at a given time. It can help to attract more multifarious customers.

Introducing new bonus scheme.

Bonus scheme can be introduced for wholesale customers.Examples: Buy 10 get 1 free. Buy 50 get 5 free, Buy 100 get 10 free

Public relationships Organizing events camps for skin care.Sales Outlet in every exhibition at BMICH

TV advertisements During popular tele dramas

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