A new sunscreen line in Kuwaiti market

Anne Sophie R.

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A new sunscreen line in Kuwaiti market

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Lecture
Résumé
Sommaire
Extraits

Résumé du document

In Western countries, the photo damage created by the sun is a public concern. People are encouraged by governments to heighten of public awareness of the risk linked to sun exposure. The use of sunscreen as one of the ways to protect the skin against its alteration on a short or long term is enhanced. Many professional groups such as the American Academy of Pediatrics have alerted the public opinion through medical recommendation on the need to avoid the contact with UV rays as much as possible. In this report, I study a sunscreen product and the Kuwaitis' behavior and habits to be able to establish a coherent product and efficient communication tips for the launch of the product. When the sun alters the skin, it is called sun damage. Sun damage causes minor cases of sunburn and aging, and can transform in the worst cases to skin cancer. To avoid those reactions, sun-block and sunscreen creams and lotions are applied, in addition to a limited exposure to sun and skin protection by clothes. Sun-blocks and sunscreens are categorized separately because of the different effects they have on the skin protection and for the different actions of each. Sunscreens are generally referred and sold by manufacturers as sun-blocks as soon as the protection indicator is SPF 15 or higher. Since both are used to protect the skin against sun radiation, we will find out what the intrinsic differences between the two are. In a second part, we will establish the actual product line existence.

Sommaire

Traditional product definition
1. What may be the sunscreen's functions?
2. Who is our target audience?
3. How is the product or service acquired, used, and disposed?
Analysis of the macro consumer picture
1. Origins of the today's country
2. Economic centers
3. Social trends
Analysis of the micro consumer picture
1. New sunbathing behaviors and influence of religion (Naidoo, 2008)
2. The demographic influences (Naidoo, 2008)
3. The ethical styles of Kuwaiti customers
From the ?consumer looking out? perspective
From the ?marketer looking in? perspective, information and techniques to implement in order to improve sales or increase usage
1. The marketing shall create a new product knowledge
2. The marketing shall create an adapted product line
3. The advertising agency shall work on influencing the judgment and the decision making
4. The sales force shall take into consideration the ethical buying behavior of Kuwaitis
5. Store designer

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Extraits

[...] (Theft, counterfeit products, return of used products) Strict store policies can be instituted (theft control, price printed on bottles, ) as well as an intense communication about where to by the real products Store designer Working with product sampling and product testing is the best way to expose efficiently the customer to the sunscreen. They will have a chance to obtain information about the product changing the knowledge-, and be exposed to new stimuli smell, touch, vision-. Increasing the brand awareness and answering any question or concern will increase the brand / product reliability as well as create new motivation factors. Bibliography Alatia, M. (n.d.). Kuwaitpharmacy.com. Retrieved http://www.kuwaitpharmacy.com/Articles.aspx?ID=41 CIA. (2008, July). [...]

[...] When men generally feel not inclined in applying more than once sunscreen, women are more careful. Parents generally speaking will take more care with their kids than on themselves The ethnic related influence We learnt in the previous parts that Kuwait was a very multicultural country with 55% of non Kuwaitis. For this reason, behaviors will be different depending on the origins. But they have a common point when Arabic: most women prefer fair, milky skin and have no desire to get tanned. [...]

[...] They do not want to hurt other but in the middle-time they are afraid that other may take advantage of them. The principled customers have a high ethical behavior. They represent 33,8% of the Kuwaitis customer. They do not act on purpose to take advantage of a situation ( don't consume food in the retailing store without paying, inform the clerk if the change back is too high ) They tend to trust more people and want to deal in an honest and forthright manner. [...]

[...] They represent of the Kuwaiti customers, were mainly men under 30. Conclusion: Our specific target audience will be women. Even if they are less numerous than men, they actually will tend to purchase this kind of product and will also prescribe it to the family members better than men From the “consumer looking perspective Knowledge and understanding of the sunscreen product The knowledge content related to the important of sunscreen use is currently limited. Most of the time customers will mistake between sun-blocks and sunscreen. [...]

[...] Retrieved from Kuwait time.net: http://www.kuwaittime.net/read_news.php?newsid=NTUOMDM5NjYy Jamal A Al-Khatib, A. D. (2005). Ethical segmentation of consumers in developing countries: a comparative analysis. Retrieved July 1st from ABI/INFORM Global: International Marketing Review, 225-246. Naidoo, M. (2008, May 23). NEW LINE OF SUNSCREEN. Retrieved July 2008, from Kuwait times.net: http://www.kuwaittimes.net/read_news.php?newsid=MTM4MzI0MzA1Mg Published Date: By Sambul, N. [...]

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