Explain the socio cultural economic for bail-indonesia

Assignment Help Marketing Management

Reference no: EM133696425

Assignment:

A recent survey revealed that majority of Indonesians are aware of the high risk of skin cancer through prolonged exposure to the sun. The sun does not discriminate. Just about anyone engaged in outdoor activities is at risk and sun bathers run the highest risk. It was once believed that the danger lies in prolonged, continuous exposure to the harmful rays of the sun. However, it is now clear that brief but frequent exposure to the sun is just as bad. This would suggest the need for sun protection daily regardless of the nature of outdoor activities. Although the sale of sunscreen has doubled in the past 10 years, there is concern that sunscreen is not used at least 50% of the time. The rest of the survey result involving a good cross-section of the population, is as follows:

Reason for not using sunscreen while outdoor (any activity) Response Don't bother, never got into the habit of using one, etc. 80%

Don't need it except when at the beach 60%

Inconvenient, difficult to apply, oily, sticky, uncomfortable, etc. 70%

The survey, published recently in a health journal, drew your attention. You are the marketing manager of the Sanna Co. of Bali.

Sanna & the Moisturiser Market Sanna is the largest locally owned pharmaceutical company - but pales in comparison with the multinational companies which dominate the Australian pharmaceutical market. The company was founded in 1948 and is well known locally for its range of high-quality moisturisers sold under the Sanna's own brand(Sanna ULTRA®)

. Moisturisers are simply lotions that restore and maintain the skin's natural moisture and are used mainly by women and babies.

The Sunscreen Market

The sunscreen market is very similar to the moisturiser market - but unfortunately sunscreens are mainly used in the hot summer months and often on the beach only. It has its share of mainstream brands (from pharmaceutical companies) including house brands, and specialty brands from the leading cosmetic houses. Multinational and national pharmaceutical companies dominate the market with brands available in supermarkets, pharmacies, discount stores, and department stores. These companies also market the moisturisers mentioned previously.

The market has increased considerably owing to the efforts of the Cancer Council and other government bodies.

The Breakthrough

At a recent meeting, it was revealed that the chief chemist has successfully concocted a unique formulation, a 4-in-1 body lotion with the following properties:

maximum (SPF 50+) sunscreen
moisturising - as effective as any of the mainstream brands of moisturisers
insect repellent - as good as leading Australian brands, Aerogard or Rid
anti-perspirant - neutral scent

The lotion resembles, and feels like, a moisturiser in that it can be rubbed deep into the skin and is non-greasy. This sunscreen property makes it better than a regular sunscreen since regular sunscreen should only be applied on the skin's surface, and not rubbed in. Basically, it is a body lotion that gives a 12-hour protection against the 4 elements that are usually associated with being outdoors, i.e., the sun, insects, skin dryness and perspiration! The production of a standard bottle of the new lotion of 500ml will cost $2.50. The lotion can be produced in different bottle sizes.

For a technical reason, this new formulation cannot be patented - but is a trade secret. As an experienced marketing manager, you are enthusiastic about this breakthrough. A good product alone does not guarantee success. Good marketing is needed. You believe that if the new product is marketed mainly as a moisturiser, Sanna would have an advantage as a wellestablished moisturiser company. On the other hand, marketing this new product mainly as a sunscreen will give the company the opportunity to expand into a new market - A market that is fast growing but relatively new to Sanna. A substantial marketing effort is expected to penetrate this market. There are also other marketing possibilities/opportunities to be considered.

Explain the socio cultural economic for Bail, Indonesia

Explain the competitor analysis for bail, Indonesia

Reference no: EM133696425

Questions Cloud

What values are implied in our mission and vision statements : What values are implied in our mission and vision statements? Which of these values are absolutely critical. Limit this list to a few items (five to seven).

Summarizing the top 3 risks : Compose a business memo/e-mail in Word (or PDF) from the project manager to project sponsor summarizing the top 3 risks and what you will do to deal with them.

What are other companies cutting spending for : For inspiration, research recent spending cuts in your market sector. What are other companies cutting spending for? Why?

How does human bias affect decision making : How does human bias affect decision making? Under what sort of condition would an entrepreneur desire to start a business in an oligopoly?

Explain the socio cultural economic for bail-indonesia : Explain the socio cultural economic for Bail, Indonesia. Explain the competitor analysis for bail, Indonesia.

Critically evaluate cryptographic technologies : CST2572 Secure Web Technologies, Middlesex University - Distinguish from a range of technologies and how to apply them appropriately. Critically evaluate

What is the after-tax cost as a percentage : What would the dividend yield as a percentage today and a year from now if the dividend growth rate is 12%? What is the after-tax cost as a percentage?

Prescribe to treat her blood pressure : Sara is a 45-year-old female presenting for her annual exam. What medication would you prescribe to treat her blood pressure?

What utility or benefit does it provide to consumers : What utility or benefit does it provide to consumers? Has your company offered this product or service in the past?

User Account

All Pages