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Alessia Spadaccini
Sudocrem Antiseptic Healing Cream
1931
Dublin - Ireland
Forest Tosara Ltd.
cult product
42 countries
CLINICALLY PROVEN POWER
water-repellent base
oils and waxes
agents
protective, emollient,
antibacterial, antifungal
weak anesthetic
nappy rash
eczema, bedsores, acne,
minor wounds, sunburns
and chilblains
HEALTHCARE
cultural issues play
a major role in
patient compliance
!
MAINSTREAM
VALUE
BEAUTINESS
physical attractiveness
is evolutionarily
determined in all
cultures
=
UNIVERSAL
PERSEPTION BUT
DIFFERENT SHADES
2012 Italian trends – healthcare and beauty
The use of medicines
is decreasing
Italians, strangled by the
crisis, save on those
preventive measures
that are the premise of a
good physical condition
(Rapporto Osservasalute)
The cosmetics market
is increasing
in Italy pharmacy levels of
specialization and caring
service is considered to
be superior to other areas
of distribution
(Unipro)
THE SWOT ANALYSIS
2 FUNCTIONS
1 PRODUCT
THE STRATEGY
DIFFERENTIATION
is the strategy to follow for Sudocrem
In Italy, most of all in the cosmetic market,
differentiating the product sold is the better
way in order to compete successfully.
THE MARKET ANALYSIS
COMPETITORS SEGMENTATION
Competitive
Rivalry
Threat of
Substitution
Threat of
New Entry
Supplier
Power
Buyer
Power
Geographic
social-demographic
Psychographic
behavioral
Benefits
TARGETING – POSITIONING - PRICING
independent pharmacies
major pharmacy chains
selected children's
department stores
PREMIUM PRICE
“informed families” with
babies and adults
healthcare professionals
(both of wellness and
medical centres)
THE COMMUNICATION PLAN
CHANGES (PRODUCT IMAGE)
! A new name
Bodycrem
! A new colour (logo)
sky-blue colour
! A specific-size product
" for the healthcare: 400g tub
suitable for use at home
" in the beauty sphere: 60g
plastic pocket-size tub
THE COMMUNICATION PLAN
CHANGES (PRODUCT IMAGE)
! A new name
Bodycrem
! A new colour (logo)
sky-blue colour
! A specific-size product
" for the healthcare: 400g tub
suitable for use at home
" in the beauty sphere: 60g
plastic pocket-size tub
THE COMMUNICATION STRATEGY
DIRECT
MARKETING
door to door
ADVERTISING
press / tv
blogs / forums
THE COMMUNICATION STRATEGY
PUBLICITY AND SPECIAL EVENTS
events sponsorship
awards
presentation or organization of debates
NON-CONVENTIONAL MARKETING
viral marketing
Product selling Italy - Sudocrem
In Ireland everyone surely has a “Sudocrem story”,
in Italy everyone’s “Bodycrem story” is still to come.

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Product selling Italy - Sudocrem

  • 2. Sudocrem Antiseptic Healing Cream 1931 Dublin - Ireland Forest Tosara Ltd. cult product 42 countries CLINICALLY PROVEN POWER water-repellent base oils and waxes agents protective, emollient, antibacterial, antifungal weak anesthetic nappy rash eczema, bedsores, acne, minor wounds, sunburns and chilblains
  • 3. HEALTHCARE cultural issues play a major role in patient compliance ! MAINSTREAM VALUE BEAUTINESS physical attractiveness is evolutionarily determined in all cultures = UNIVERSAL PERSEPTION BUT DIFFERENT SHADES
  • 4. 2012 Italian trends – healthcare and beauty The use of medicines is decreasing Italians, strangled by the crisis, save on those preventive measures that are the premise of a good physical condition (Rapporto Osservasalute) The cosmetics market is increasing in Italy pharmacy levels of specialization and caring service is considered to be superior to other areas of distribution (Unipro)
  • 5. THE SWOT ANALYSIS 2 FUNCTIONS 1 PRODUCT
  • 6. THE STRATEGY DIFFERENTIATION is the strategy to follow for Sudocrem In Italy, most of all in the cosmetic market, differentiating the product sold is the better way in order to compete successfully.
  • 7. THE MARKET ANALYSIS COMPETITORS SEGMENTATION Competitive Rivalry Threat of Substitution Threat of New Entry Supplier Power Buyer Power Geographic social-demographic Psychographic behavioral Benefits
  • 8. TARGETING – POSITIONING - PRICING independent pharmacies major pharmacy chains selected children's department stores PREMIUM PRICE “informed families” with babies and adults healthcare professionals (both of wellness and medical centres)
  • 9. THE COMMUNICATION PLAN CHANGES (PRODUCT IMAGE) ! A new name Bodycrem ! A new colour (logo) sky-blue colour ! A specific-size product " for the healthcare: 400g tub suitable for use at home " in the beauty sphere: 60g plastic pocket-size tub
  • 10. THE COMMUNICATION PLAN CHANGES (PRODUCT IMAGE) ! A new name Bodycrem ! A new colour (logo) sky-blue colour ! A specific-size product " for the healthcare: 400g tub suitable for use at home " in the beauty sphere: 60g plastic pocket-size tub
  • 11. THE COMMUNICATION STRATEGY DIRECT MARKETING door to door ADVERTISING press / tv blogs / forums
  • 12. THE COMMUNICATION STRATEGY PUBLICITY AND SPECIAL EVENTS events sponsorship awards presentation or organization of debates NON-CONVENTIONAL MARKETING viral marketing
  • 14. In Ireland everyone surely has a “Sudocrem story”, in Italy everyone’s “Bodycrem story” is still to come.