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Neutrogena Face Wash
Zachary Berg
History
Founded in the 1930’s by Emanuel Stolaroff
“Natone” – soap company
Officially changed to Neutrogena in 1962
Tied soap and medicine together
Created a good relationship with Dermatologists
In 1994 acqiured by Johnson & Johnson
Company Analysis
• Product – Face wash to prevent acne and have clear skin
• Promotion – Online, television ads, and WOM
• Place – Convenience Stores, Retail Stores, & Online
Company Analysis
• Price – Range from $5 - $7
• Many coupons are offered (Walgreens, Wal-Mart, etc.)
• Profit Condition – Guaranteed to bring in money due to loyal customers and profitable brand name
• If marketed to others would raise sales
Neutrogena’s Other Products
Body Wash
Make-up remover
Sunscreen
Moisturizers
Shampoo / Conditioner
Company Image
• Positive & Negative
• Over priced strong (irritating) acne medication
• Comes from #1 Dermatologist recommended brand (Neutrogena)
• Multiple celebrity models for face wash
Competitor Analysis
Major Players
The Procter and Gamble Company
Unilever
Johnson & Johnson
Neutrogena
Merkl and Co., Inc
Competitor Analysis
Competitive Landscape
Market Share Concentration
Internal
Price
Quality
Research and Development
External
Customer Analysis
Market Segments
Department Store
Strong influence
Increasing through 2013
Supermarkets and Grocery Stores
Largest market segment
Decreasing through 2013
Customer Analysis
Target Markets
Women
Largest market, increasing older population
Men
Increasing Market, up 11% in 2011
Hispanic
Growing population, driving future sales
Product Market
Facial Skin Care
23.7% of market
Neutrogena Oil FreeAcne Wash
$43 million in 2012
2.3% growth
SWOT Analysis
STRENGTHGood working productLoyal customer baseNeutrogena is a dominate player in skincareHigh amount of advertising
WEAKNESSNot marketed to teenage boys and college menHigh price compared to competitors
OpportunitiesProsper in lower middle class marketsProsper in rural marketsTie up with hotel chainsMen’s Products
THREATSStrong competitorsEconomic downturn
Critical Weaknesses
The product is too harsh on skin
The price is a little too high compared to competitors
The bottle (packaging) is not appealing to men
The product is not promoted towards males (13 – 24)
There are many opportunities to further advance sales
New Marketing Strategy
Product - Use a neutral colored bottle , create a new less intense scent, make for sensitive skin as well
Price – Lower price to be affordable for lower middle class (under $5) , buy one get one first time
Promotion – Promote to males more (use men spokesperson) , make business connection with hotels
Place – Be available in every convenience store