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.