Marketing Plan Project
Phase 2
SWOT ANALYSIS
Strengths:
Price: compared to other similar products and ingredients, Cetaphil is considered to be affordable and fairly inexpensive.
Fragrance-free: Cetaphil is good on the skin because it has no added fragrance, which could cause irritations for people with sensitive skin types.
Dermatologist recommended: as long as a product is backed by dermatologists, you can make sure the brand and the product are good, and that is the case with Cetaphil.
Product ingredients: helps keep the natural pH balance of the skin.
Gentle product, and natural: Many other products have harsh ingredients combat acne and other skin problems. However, but Cetaphil is suitable for skin problems like ace, eczema, razor burns, rosacea, and wrinkles.
Long-lasting: They last throughout the day, and especially the moisturizes pore size and texture.
Weaknesses:
Target: people in their early 20s and teenagers would like to choose this product because it is so gentle on the skin, but they can sometimes find it boring because of its simplicity and branding.
Price: because it is inexpensive, people might think it is not that good of a quality and may think other expensive products are better.
Brand image: lacks the appearance of a cool product.
Competition: competing brands have better image and packaging than Cetaphil.
Packaging: because it is quite simple it looks like medicine; therefore, it needs to look cooler and fresher for teenagers and young adults.
Opportunities:
Image: Cetaphil can revamp their appearance to look fun, through advertisement and promotion.
Trends: they can reach consumers that rely on customer loyalty virally.
Effective product: it is an important task to let people test out the product and se how gentle and effective it is.
Other brands harshness: because other brands claim that they strip the face to clear acne, Cetaphil can be the brand to say that they can do the same thing for the skin but without stripping it out, instead keeping it hydrated.
Threats:
Skin care market: even though Cetaphil has specific competitors, the skincare isle if filled with brands that can cause a cluttered environment for people to shop in, so they may get distracted.
Strong competitors’ image: other brands may have celebrity endorsed commercials, and brightly colored packaging, which ma outstand Cetaphil’s packaging.
Desire for speedy results: consumers always go for the fast results, which occurs with a specific acne medicine that it not present in Cetaphil’s ingredients.
SWOT ANALYSIS RECOMMENDATIONS
To build up their strength, I believe that changing their image and their packaging is the first big step they should take to grab teenagers and young adults’ attention. Afterwards, they should start working on their competition, they should make it clear that it their product should be used for a good amount of time to show the results not like other brands with stripping ingredients. They should emphasize using the words gentle and non-stripping to attract teenagers.
Concerning their weaknesses, other than rebranding with new packaging and images, they should make sure their theme and goal is out there, by doing more commercials and so on. They should start focusing on how inexpensive it is compared to the richness of the ingredients that are present in the products compared to other brands.
They can take opportunities by having commercials and ads where they explain the key factors they have that other brands do not. They can emphasize golden words on the packaging that differentiates them from other products and make the brad stand out.
They can minimize threats by doing PR packages to different influencers, bloggers, and celebrities. they should also start doing sponsorships, which is one of the biggest and common ways a product can be known and loved.
GROWTH STRATEGY RECOMMENDATION
Market penetration:
Penetration pricing: they can set the price a little bit lower than their competitors, especially by educating themselves about the average income for people.
Product launching: they can make a hype about it as much as possible, with ads posters, reminders, and so on.
Expand into different retail stores: people will believe that the product and the brand is doing so good since they are available at most of the places they go to.
Market development: the target market is going to be for teenagers and young adults, therefore, they will work on rebranding and changing the image/package that they currently use to something more youthful. They will keep the prices affordable specially for this age group because taking their average income into consideration, they may not have the ability to afford more expensive skincare, and that is the place for Cetaphil to stand out.
Product development: Cetaphil will try to incorporate ingredients and product to the formula, where it still has the same high-end qualities but maybe with faster and quicker results, because these young adults can be impatient. An important note to keep in mind is that even they might change the formula to achieve faster results, it is important to make sure that these minor changes will not change the gentleness of the products, so tripping out the skin and harshness of the products is not something these young adults should worry about, and its Cetaphil’s job to make sure everybody understands that point.
Diversification: instead of having one cleanser stating that it is for “normal to oily skin”, it would be nice to think about people with dryer skin, or people that may have combination skin, or sensitive skin. I think they should start working on cleansers for different types of skin and nit only one I believe this step is one of the biggest steps this brand should take to show their consumers how caring and diverse they are, and this can make consumers have loyalty in the brand itself and support throughout the way.
Phase 2 Rubric
Excellent
Good
Fair
Poor
SWOT Analysis
20 points
17 points
14 points
0 points
Analyze the product’s internal and external environment.
Provide data to support your analysis.
Describe the product’s internal and external environment.
Provide rationale to support your analysis.
Describe the product’s internal and external environment.
Missing rationale to support your analysis.
Missing information or lacking understanding of the concept.
SWOT Analysis Recommendations
20 points
17 points
14 points
0 points
Analyze the SWOT and provide recommendations for the product and company.
Include data to support your recommendations.
Analyze the SWOT and provide recommendations for the product and company.
Include rationale to support your recommendations.
Analyze the SWOT and provide recommendations for the product and company.
Missing rationale to support your recommendations.
Missing information or lacking understanding of the concept.
Growth Strategy Recommendations
10 points
8.5 points
7 points
0 points
Analyze the environment and recommend a growth strategy to increase sales and/or revenue for the product
Include data to support your recommendation.
Analyze the environment and recommend a growth strategy to increase sales and/or revenue for the product
Include rationale to support your recommendation.
Analyze the environment and recommend a growth strategy to increase sales and/or revenue for the product
Missing rationale to support your recommendation.
Missing information or lacking understanding of the concept
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