Product selling Italy - Sudocrem

Alessia Spadaccini

Sudocrem Antiseptic Healing Cream1931

Dublin - Ireland

Forest Tosara Ltd.

cult product

42 countries

CLINICALLY PROVEN POWER

water-repellent baseoils and waxes

agentsprotective, emollient,

antibacterial, antifungalweak anesthetic

nappy rasheczema, bedsores, acne,minor wounds, sunburns

and chilblains

HEALTHCARE

cultural issues playa major role in

patient compliance!

MAINSTREAMVALUE

BEAUTINESS

physical attractivenessis evolutionarilydetermined in all

cultures=

UNIVERSALPERSEPTION BUT

DIFFERENT SHADES

2012 Italian trends – healthcare and beauty

The use of medicinesis decreasing

Italians, strangled by thecrisis, save on thosepreventive measures

that are the premise of agood physical condition(Rapporto Osservasalute)

The cosmetics marketis increasing

in Italy pharmacy levels ofspecialization and caringservice is considered to

be superior to other areasof distribution

(Unipro)

THE SWOT ANALYSIS2 FUNCTIONS

1 PRODUCT

THE STRATEGY

DIFFERENTIATIONis 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

CompetitiveRivalry

Threat of Substitution

Threat of New Entry

SupplierPower

BuyerPower

Geographicsocial-demographic

Psychographicbehavioral

Benefits

TARGETING – POSITIONING - PRICING

independent pharmaciesmajor pharmacy chains

selected children'sdepartment stores

PREMIUM PRICE

“informed families” withbabies 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 tubsuitable for use at home

" in the beauty sphere: 60gplastic 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 tubsuitable for use at home

" in the beauty sphere: 60gplastic pocket-size tub

THE COMMUNICATION STRATEGY

DIRECTMARKETINGdoor to door

ADVERTISINGpress / tv

blogs / forums

THE COMMUNICATION STRATEGY

PUBLICITY AND SPECIAL EVENTSevents sponsorship

awardspresentation or organization of debates

NON-CONVENTIONAL MARKETING viral marketing

In Ireland everyone surely has a “Sudocrem story”,in Italy everyone’s “Bodycrem story” is still to come.