English applied to management: DEOPatch

Résumé du document

Since several years, technical improvements, combined with the evolution of the buying power and the social remuneration systems, allow to satisfy people's primary needs. Most of French people don't have to worry about getting food, clothes or a house. Such items that serve further functions nowadays are beyond feeding or protecting from the cold. They became more diverse and extremely complex so as to satisfy new trends: fashion, social class, originality, diversity, regression, defiance…
The pursuit of pleasure has been a substitute for the satisfaction of primary needs.(Francoscopies 2006.

According to Francoscopies, we can observe that the French remain the first cosmetic buyers in the world. Being clean has been a growing concern, along with taking care of his appearance. But hygiene seems to be the hiding part of beauty. Purchases of cosmetics now represent more than 2% the household available budget, compared to 1,4% in 1990 or 1,1% in 1960. Hair products are those which have seen the highest increase, behind shave products, deodorant and beauty products.

The deodorant market comes second in the more global hygiene-beauty market. It is still characterized by the explosion of “multi format”.

Extraits

[...] DEOpatch is an anallergic patch which embodies natural essences without alcohol. It is clinically tested and it has an infinite shelf life as long as the patch is not squeezed. This new product is a patch to stick on your clothe and which absorbs sweat. Quality: This product guarantees an impressive quality concerning the sweat absorption. Sweating is a natural thing and this fact shouldn't be an everyday life inconvenient. Thus, with the DEOpatch, no more bad smelling, everything is absorbed in the patch: sweating and smelling! [...]

[...] On the contrary, DEOpatch is not a sweat proof product. It can absorb the sweating while emitting fresh smell and sensation. By scanning multiple deodorant shelves, we observed that almost all the brands have recently started to propose a range of alcohol-free product. This attests to the sensitivity of consumer's skin when they apply the product directly on their body. However, DEOpatch doesn't present this drawback. There are no risks of irritation nor allergy since it's pasted on the piece of clothing and covered by a soft and hypoallergenic voile. [...]

[...] We also observe the entry of stick deodorant with click, as Rexona Click cream, which was the pioneer. As well we can say that deodorant in general is the most bought product among the youth, boys and girls included. Facing this demand, we will see how DEOpatch actually respond to this growing trend. To do so, we will study, one by one, all the features of our products, and will show that they definitely respond to current needs that have not been satisfied yet. First of all, DEOpatch fits a natural need of the body. [...]

[...] Ones the merchandise arrives in France, it will be transferred to the bonded warehouse, in which French custom will check the amount , the origin of the products, the components, or even if the product is not an imitation. Then, we have to pay the customs duty, the V.A.T and all the taxes relative to the French administration. The warehousing: All the merchandise is stocked in our storehouse in Valbonne. It will then be dispatched to all our retailers (Carrefour, Auchan, Geant Bibliography David A. Aaker and Damien MacLoughlin. Strategic Market Management, John Wiley & Sons Ltd 368p. Philip M. Parker. [...]

[...] The 2007 Report on Antiperspirants and Deodorants: World Market Segmentation by City, ICON Group International p. [...]