Improving Vichy Sun Care sales for teenagers and young adults

Résumé du document

The objective of our work is to increase the sales of Vichy sun care products for the segments of 13 – 25 years old people. To reach to our target group, we used two main marketing styles which are strategic marketing and operational marketing.

In strategic marketing, firstly we analyzed the current market situation. We noticed that there is an increasing market in sun care products. Secondly, we investigated the other competitors in the market. We reached the information that there is a high competition and in this competition, La Roche Posay is the leader. In addition, consumer characteristics have changed sharply in recent years. People are more aware of dangers of the sun. Hence, it has become an opportunity for us which we have told in the SWOT analysis part.

We made a deep SWOT analysis of Vichy in our work and realized that Vichy has good strengths for the market.

In order to increase the sales of Vichy's products, we segmented our target market into four groups according to their age and gender. Then we followed a suitable way with our segments in strategic marketing and in our brands and positioning.
We developed four brands each for our segments. They are “SunBlue” for teenage boys, “SunBlack” for older boys, “Pearl Protect” for teenage girls and “Diamond Protect” for older girls. Then we used different packaging for each brand.

After strategic marketing, we focused on operational marketing. First, we analyzed each of our products and gave information about their special features. Then we introduced the price for our products.
In operational marketing, we also analyzed our communication with people. We decided to make it in two main parts which are education and promotion.

Extraits

[...] Thus, the fact they sign produces in their minds a kind of engagement and turns out the education very serious. In the same occasion they see the brand Vichy and our new products. Moreover, we are planning to organize conferences in secondary schools, high schools and universities about the dangers of the sun. During these conferences, we will distribute the samples of our products with information to arouse the Vichy knowledge among our target segments. TV is an important mean of media to inform people. [...]

[...] We made a deep SWOT analysis of Vichy in our work and realized that Vichy has good strengths for the market. In order to increase the sales of Vichy's products, we segmented our target market into four groups according to their age and gender. Then we followed a suitable way with our segments in strategic marketing and in our brands and positioning. We developed four brands each for our segments. They are “SunBlue” for teenage boys, “SunBlack” for older boys, “Pearl Protect” for teenage girls and “Diamond Protect” for older girls. [...]

[...] Conclusion So far we tried to find a way for Vichy's Capital Soleil brand to boost the sales in the 13 25 age segments. We mainly dealt with Strategic and Operational Marketing to achieve this goal. In strategic marketing, we benefited from the growing market of sun care products firstly. Then, we realized that Vichy is not as much competitive as other brands in the market. Thus, we decided to make Vichy more competitive by analyzing correctly the consumer characteristics. [...]

[...] Thus, we organized a market segmentation which has place for gender under each age bracket which is told before. Other than demographic characters, seasons are also important aspect in the determination of sun protection product usage. For instance, it is not suitable to use spray in winter however cream or lotion is more appropriate. Therefore, we segmented our market in the base of seasons to target the consumers definitely. The summary of our segmentation can be seen in the figure below Strategy (to boost sales on 13-25 Y segment) We develop our strategy from : - The analyze of the strategic matrix summary here above - Our segmentation - The characteristics of the segments The outlines of our strategy are : - To divide young segment into 4 segments according to both sex and age (13-17 and 18-25) - To create 4 new products with specific under brands dedicated to those segments per segment) - To respond with each product to other needs which depend on segment (anti acne, anti cellulite,) - To position our brands as both the most specialist sun care and the closest to the young people - To make new under brands more fashionable, trendy but with high quality - To use the fact than in young people society there is a “communautarism” and “mimetism” phenomena - To educate young people in order to delete different false beliefs (sun care stops tanning,) - To deseasonalize the sales via education, communication, new packaging, new product, - To provoke the first purchase via a lot of actions because consumers are very loyal 9 Brands and Positioning For the 13-17 years old girls segment, the name of our product is Pearl Protect. [...]

[...] A lot of families buy sun protection for their children. This particular group is also aware of the risks and the importance of using sun screen containing UVB and UVA. Finally, the global sun care market is forecast to have a value of $ million, an increase of since Offers of Competitors The sun care market consists of a small number of large companies between whom there is a high degree of competition. The market is fairly mature which has led to intense competition. [...]