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Cetaphil-Presentation

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Dallin Hulet

Cetaphil is a dermatologist-recommended lotion for dry skin and eczema. Research shows it has more female users (70%) who are white (43%), aged 18-34, and have higher education. To expand, Cetaphil proposes a new "Men" line with a masculine design, targeting more male (30% currently), college-educated, white and Asian users. A survey of male lotion users finds they would likely purchase the new, non-greasy "Cetaphil Men" formula that provides extra healing for skin.

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CETAPHIL MENCETAPHIL MEN Sarah Blatter , Jacob Chronister Emily Galalfant, Christina Huang, Dallin Hulet
Cetaphil Background • The dermatologist recommend lotion (niche lotion) • Effective in treating dry skin and eczema • Unscented • Product variety based on usage
Cetaphil Research • 70% female & 30 % male users • 74% Users have higher education • 43% White users • 33% age 18-34
Cetaphil Research • Compare to GoldBond and general lotion users • Fewer male users (30%) • Higher income level (50%) • Higher education level (74%) • Primarily White (63%), but has more Asian users comparing to Gold Bond (13%) • Younger users (33%)
Focus Group Studies Brand loyalty is built through: •Doctors recommendation •Specific medical need for sensitive skin or eczema •Family/friend recommendations •Medical performance
Goal: Expand Market Share • Male users • College graduates or beyond • White & Asian users • Strengths: • therapeutic function • Dermatologist endorsement • Non-greasy
Survey • Sent to male lotion users of different ethnicities as testing sample. • 86 respondents
Survey Response
Recommendation New Product: Cetaphil Men • Men’s lotion • More masculine design • Non-greasy • Light & moisturizing • Extra healing formula • #1 recommended by Dermatologists Men
Recommendation Non-Greasy Formula
Purchase Intention for Cetaphil Men • On a scale of 1-5, how likely would you purchase this product?
Summary • Non-greasy formula • Increase male buyers Men
THANK YOU!
APPENDIX
A-1 Use by Gender • Experian Marketing Services (2012). Retrieved from https://oneview-experian-com.erl.lib.byu.edu/UniversityAccess?uid=5454
A-2 Use by Income • Experian Marketing Services (2012). Retrieved from https://oneview-experian-com.erl.lib.byu.edu/UniversityAccess?uid=5454
A-3 Use by Education • Experian Marketing Services (2012). Retrieved from https://oneview-experian-com.erl.lib.byu.edu/UniversityAccess?uid=5454
A-4 Use by Race • Experian Marketing Services (2012). Retrieved from https://oneview-experian-com.erl.lib.byu.edu/UniversityAccess?uid=5454
A-5 Use by Age • Experian Marketing Services (2012). Retrieved from https://oneview-experian-com.erl.lib.byu.edu/UniversityAccess?uid=5454

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Cetaphil-Presentation

  • 1. CETAPHIL MENCETAPHIL MEN Sarah Blatter , Jacob Chronister Emily Galalfant, Christina Huang, Dallin Hulet
  • 2. Cetaphil Background • The dermatologist recommend lotion (niche lotion) • Effective in treating dry skin and eczema • Unscented • Product variety based on usage
  • 3. Cetaphil Research • 70% female & 30 % male users • 74% Users have higher education • 43% White users • 33% age 18-34
  • 4. Cetaphil Research • Compare to GoldBond and general lotion users • Fewer male users (30%) • Higher income level (50%) • Higher education level (74%) • Primarily White (63%), but has more Asian users comparing to Gold Bond (13%) • Younger users (33%)
  • 5. Focus Group Studies Brand loyalty is built through: •Doctors recommendation •Specific medical need for sensitive skin or eczema •Family/friend recommendations •Medical performance
  • 6. Goal: Expand Market Share • Male users • College graduates or beyond • White & Asian users • Strengths: • therapeutic function • Dermatologist endorsement • Non-greasy
  • 7. Survey • Sent to male lotion users of different ethnicities as testing sample. • 86 respondents
  • 9. Recommendation New Product: Cetaphil Men • Men’s lotion • More masculine design • Non-greasy • Light & moisturizing • Extra healing formula • #1 recommended by Dermatologists Men
  • 11. Purchase Intention for Cetaphil Men • On a scale of 1-5, how likely would you purchase this product?
  • 12. Summary • Non-greasy formula • Increase male buyers Men
  • 15. A-1 Use by Gender • Experian Marketing Services (2012). Retrieved from https://oneview-experian-com.erl.lib.byu.edu/UniversityAccess?uid=5454
  • 16. A-2 Use by Income • Experian Marketing Services (2012). Retrieved from https://oneview-experian-com.erl.lib.byu.edu/UniversityAccess?uid=5454
  • 17. A-3 Use by Education • Experian Marketing Services (2012). Retrieved from https://oneview-experian-com.erl.lib.byu.edu/UniversityAccess?uid=5454
  • 18. A-4 Use by Race • Experian Marketing Services (2012). Retrieved from https://oneview-experian-com.erl.lib.byu.edu/UniversityAccess?uid=5454
  • 19. A-5 Use by Age • Experian Marketing Services (2012). Retrieved from https://oneview-experian-com.erl.lib.byu.edu/UniversityAccess?uid=5454