This is a final project that was done by Dov Shore, Yechezkel Gorelik, and Ezra Elzas. It was an analysis of a Dutch Company 2Improve. This is a company that sells acne cream to both male and female consumers.

1. Machon Lev
Technology Marketing
and Management Team: Ezra Elzas
Yechezkel Gorelik
07-June-2012
17- Sivan-5772 Dov Shore
Advisor: Dr. C. Ehrman
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2.  Founded in 2007 by Dr. Jim Wikler
 OTC Acne Treatment Company
 www.tooimprove.com
 Based in Amsterdam,
The Netherlands
 “Young and Hip” Image
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3.  As of 2008 the European OTC Skin Care
Market is worth €3.3 Billion, and the Acne
Market in particular is worth €561 Million.
 Biggest competition includes: Garnier,
L’Oreal and Clearasil. OTC Skin Care Market
 In The Netherlands 3.3 Billion
Acne
no medical proof 0% 0%
Cream
is required. Market
17%
 Increase in health
conscious consumers.
83%
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4.  Toenlargen the market share of 2Improve
significantly.
• Analyse the market
• Assemble two surveys
1
• Distribute the surveys
• Analyse the results
2
• Create various courses of actions and
suggestions
3 • Hand in the research and suggestions
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5.  People tend to distrust pharmaceutical
Older
Population
advertisements. They are perceived to be
highly biased. (Diehl, 2008)
 The color blue gives a positive impact to
Increase
Pursuit of Wealth in
Germanic females. Colors have been proved
Agelessness Emerging
Industry Economies
to increase product recognition by 80 %.
(Aarti, 2010)
 Advertisement is Growth one-way
no longer a
channel. (Scot, 2011)
Increased
Technological
Health
Advances
Awareness
Market research
World (2012)
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6. Find out what consumers are looking
for in their acne treatment product.
Identify the key characteristics that
appeal to the consumers.
Determine characteristics by
demograpahics.
Identify room for improvement.
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7. 4
Conjoint Analysis
 2Improve scores well
3.5
4.5
on Price and Result.
4
3
 They can do better at
3.5
2.5
Time and Distribution.
3
2
2.5
1.5 2Improve
2
1 Overall Average
 Outcome is the most
1.5
0.5
important.
1
0
 Price
0.5 can be raised as
long as outcome and
0
timespan stay the
Outcome Timespan Low Price
same. 2Improve Industry
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8. ‹#›

9. Results
Results Price Irrelevant
of Price
Time
With Not
Time Reach
Going
Too Far
A
Price Way Cheap
Way
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10. To gauge performance based on
customer feedback.
Identify the main media source for
consumers.
Identify repeat customer rate.
Identify level of happiness within
different areas.
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11. ‹#›

12. • “Packaging and
Time- Cheap
Post” has a span
Price
& Fast
positive effect
when the product
was purchased
for others. Packaging
Post
Packaging
& Post
• “Cheap and Fast”
has no influence
on purchases Outcome Quality
made based on
magazine
advertisments.
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13.  The USP of having a gel and wash should be
promoted further.
 Research has shown that the color blue
would be better for the female line of
products.
 There is room to raise the products prices as
long as the outcome stays the same.
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14.  Customers are satisfied with the price and
result of 2Improves products. However, time
and distribution could be improved.
 2Improve should continue their positive
trend of promoting through radio
advertisments and Google’s AdWords.
 “Packaging and Post” has significant
influence on customers purchasing the
product for others.
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15.  Male and female lines were marketed well
and received as expected by customers.
 To give 2Improve an edge over the
competition they could conduct medical
proof.
Further data analysis and sources can be found in the “To
improve 2Improve” final report.
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16. Thank you for your
time and attention!
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