University project

1. Alessia Spadaccini

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.