FYP PROPOSALS-Eucerin

1st choice

FCM Media Innovation: Final Year Project Proposal 1

Name                          :  Michelle Leong Wai Leng

Student ID                   :  1081102109

Brand                          :   Eucerin

Product Category       : Beauty, Cosmetics and Toiletries

Information

·         Beiersdorf Malaysia is the parent company which manages several household skincare brands locally including Nivea and Eucerin.

·         Eucerin is the dermatologist-recommended skin care brand based on honest skin science.

·         The product sustains and restores skin's health and provides consumers the confidence of a healthy radiant skin.

·         By choosing active ingredients and requiring clinical proof, Eucerin contains the excellent product quality and the combination of effectiveness and superior skin tolerability.

Market situation

·         Worldwide, Eucerin sales are growing at double-digit rates in recent years.

·         More and more people are seeking well-tolerated products that offer effective solutions for their special skin care problems.

·         Eucerin is sold almost exclusively in pharmacies and comparable sales channels.

·         The company's geographical regions are categorized into three regions, namely, Europe, Americas and Africa/Asia/Australia.

·         Europe region accounted for 65.5% of the company's total revenues for the fiscal year 2009, followed by Africa/Asia/Australia (19.7%) and Americas (14.8).

Issue and Problems

·         Although Eucerin and Nivea are under the same parent company, but majority of the people would choose Nivea products rather than Eucerin.

·         Traditionally, the brand had only targeted the old age adult compare to the younger group.

·         The attractiveness of the brand packaging is not high compare to other competitors.

·         Lack of contents and information about the products on the packaging.

Ideas/Concepts

·         Replace younger group as their main target audience.

·         The clearness of text on the pack had to be improved and the package was too crowded by design and text. Therefore, the overall packaging design has to improve.

·         Create more advertisement to gain attention or persuade consumer to be loyal to the brand.

Citations/References:

·         http://www.dksh.com.my/htm/388/en_MY/DKSH-provides-Market-Expansion-Services-for-Beiersdorf-in-Malaysia.htm?Id=283981

·         http://www.associatedcontent.com/article/104487/dry_skin_or_eczema_try_eucerin_calming.html?cat=69

·         http://marketing-interactive.com/news/19200

·         www.beiersdorf.com/GetFile.ashx?id=203

·         http://www.specialchem4cosmetics.com/services/news.aspx?id=1698