Abstract
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.
