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Aveeno - Marketing Report

This document provides a marketing report for Aveeno Active Naturals skincare products in New Zealand. It analyzes the company and market using tools like TOWS and perceptual mapping. It identifies opportunities for Aveeno to expand into the men's skincare market and develop all-season products to address consumer needs. Expanding the product line and increasing brand awareness are recommended to help Aveeno better compete in the New Zealand skincare market.

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Hasbi Kyairi
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518 views3 pages

Aveeno - Marketing Report

This document provides a marketing report for Aveeno Active Naturals skincare products in New Zealand. It analyzes the company and market using tools like TOWS and perceptual mapping. It identifies opportunities for Aveeno to expand into the men's skincare market and develop all-season products to address consumer needs. Expanding the product line and increasing brand awareness are recommended to help Aveeno better compete in the New Zealand skincare market.

Uploaded by

Hasbi Kyairi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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MARK101 – PRINCIPLES OF MARKETING

[AVEENO ACTIVE NATURALS]

Presented by:

[MOHD HASBI KYAIRI AHMAD FUAD]

[300259228]

Presented to:

Martyn Gosling

Tutorial Group: [TUTORIAL NUMBER]

Tutor: [ALICE]

[23/04/2012]

Marketing Draft Report – Due 23/4/2012


Aveeno Active Naturals is an organisation that originated from United States of
America. Recently, it has penetrated into New Zealand market. Aveeno is the organisation
that dealing to develop product formulations with new and existing natural ingredients that
are clinically proven to deliver real skin care benefits while leaving you with healthier-
looking and beautiful skin. So, the product that I would like to insist here is the skincare
product. Every single individual in New Zealand’s population which is about 4.4 million are
concern about their skincare. Skincare has become part of individual’s life here. With the
variety-changing climates, individual will demand more on skincare in future. This will
become a significant chance for Aveeno to pay full attention and at the same time promote
our product locally.

For Aveeno to be the best competitor in skincare market, we must use some analysis
tools such as TOWS and ‘perceptual mapping’.

TOWS analysis is used to aid in identifying the problems and opportunities of


Aveeno’s products:-

Threats -lower disposable income of individuals due to Global Financial Crisis, trend
of environmental awareness, direct competitors such as body shop, nivea,
l’oreal

Opportunities -allergy testing to improve skin sensitivity, doing research to improve it,
product differentiation compare to other competitors

Weaknesses -no seasonal skin care, less advertising, need to inventing more types of
products, not focusing on older age individual (above 40), not focusing on
men skincare, lack of brand awareness

Strengths -readily available - a lot of stockists in New Zealand, low prices,


environmental awareness in each product by not using animal testing, using
natural ingredients, focus on baby skincare.

Example of PESTE analysis:-

Political -
Example of perceptual mapping :-

High Price

Lancome

Female Body Shop Male


Aveeno
Loreal
Nivea

Low Price

The problem that has been addressed by some individual in skincare market is men
also need to protect their skin. This indicates every brand or company needs to ensure the
supply of men’s skincare is available throughout New Zealand. Since men population in New
Zealand is increasing to almost 2.2 million, so Aveeno have to make a great improvement in
their research and development to be sure this golden opportunity is fully utilised. Besides, it
is essential for country like New Zealand to have ‘all seasons’ skincare. By knowing that all
cities in here is mild temperature, it is possible for us to try to make brilliant product which
can cover the mild temperature. The question here, no company has a solution for this kind of
problem. Sometimes when consumers use one product during summer, it cannot be used for
winter. So, it is avital defect towards consumer’s perception.

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