Ch. 12-Services and Nonprofit Organization Marketing

Hello everyone...

The Golden Rule of compassion!

(The following is contributed by Tena Brown, Dermatology Nurse Patient Advocate, and the contents express her thoughts and views, and not necessarily those of valiant Pharmaceuticals.)

Most of us were taught "Golden Rule" the we were young. Wouldn't it be great as adult if we could practice it daily? We all need the ability to share and feel connected to others. As human beings we need compassion and kindness in our daily round if we are to flourish. Not only do we need it, we are wired for it. Compassion is one practice that make us feel happier!

I was recently introduced to Dr. James Doty, founder of CCARE at Stanford University, (center for Compassion and Altruism Research and Education). Dr.Doty's research was inspired by recent study's showing that 25%, 1 in 4 people, living in the United States, make the statement that they have not a single person in their lives to whom they can really talk.

Can you imagine in this world of technology and communication devices that so many people feel alone? When I think about how many opportunities we all have touch others in a very profound way, I am reminded that it is always the small acts of kindness that can truly change a life! I meet people every day that have skin condition that dramatically effect their quality of life! I am so thankful to be able reach out and "love on" people. A simple but profound way I connect with people is with Cerave. I keeo samples with me at all times and never miss an opportunity to remind people that they are not alone! That someone cares! Stay alert for your opportunities to touch a life. I promise your "joy quotient" will go up". Do unto others, as you would have them do unto you." One day you may find yourself on the receiving end much needed compassion!

Ch. 11- Developing and Managing Products

Hello all! A new skincare brand, Cerave, was to be launched to the public and the media using relatively unknown attribute terminology such as "barrier repair" and "ceramides." The brand's objective was to become the #1 Cleansing and Moisturizing in drugstores nationwide.


LCG was retained in 2004 while the brand was still in development. The agency's first initiative was to assist the brand by incorporating its dermatologist partners in the PR program's launche phase to give the brand greater editirial authority.

Next, the agency took word "launch" literally by "launching" the CeraVe brand in 2005 with a special editorial event at the Rose Central for Earth & space at the American Museum of Natural History in New York City. Including Coria Laboratories' marketing respresentatives in the launch activity, CeraVe was introduced to the press with a simulation of a rocket launch and the premise that if Cerave was effective enough to mostorize the skin, it was effective enough to moisturize ab arid planet!

The lunch for beauty editors was complete with a mock mission-control center and visual presentation complete with a rocket launch and smoke which created editorial excitement for the brand. Futher, LCG separated CeraVe from the "skincare pack" using creative, attention-getting communication vehicles and frequetly interfaced editors with dermatologist to help them develop their own stories.

Ch. 8 - Segmenting and Targeting Markets

Cerave Baby, a new line by Valeant Pharmaceuticals North America, has announced it has been awarded the National Eczema Association (NEA) seal of Acceptance for three more of its products, and will soon be displaying the seal on its packaging.

The products are CeraVe Baby was & Shampoo, baby Moisturizing lotion, and Baby Diaper Rash Cream, which are all free of fragrance, paragons, and sulfates. With the inclusion of these three products, 11 ceraVe products have been awarded the NEA  seal of acceptance. The Seal of acceptance criterial include review of testing results on sensitivity, safety and toxicity, as well as ingredient and formulation data.

The National Eczema Association is a patient-oriented organization guided by physicians and scientists, that is dedicated to improving the quality of life for people who suffer from eczema and sensitive skin. The New Seal further helps these individuals to make informed purchasing decisions and recognize skincare products that are suitable for eczema or sensitive-skin.

Jon Reed, Senior Brsnd Manager for Veleant, stated, "We are honored that the CeraVe baby product were awarded the NEA Seal of acceptance and we strongly support the National Eczema Association in its mission to help parents make informed decisions when caring for their baby.

CeraVe  Baby's packaging is white, with a logo in blue. The diaper rash cream is in squeeze, while the moisturizing lotion and wash/shampoo are in plastic rectangular shape bottles with pump dispensers.

Ch. 15- Marketing Communications

CeraVe is adrugstore staple. From the brand's sunscreen to it's moisturizing cream and its foaming facial cleanser, you've probably had at least one of it's products in your medicine cabinet at one point or another. And this winter, cerave has added another must-have ( and, of course, budget-friendly) item to its roster: Cerave Healing Ointment, which couldn't have come at a more perfect time.

Chapped lips, dry elbows, tight skin, cracked feet-ugh, it's all happening.( How many days until spring?) luckily, this jar of goodness soothes all of the above - plus, it's good for cuts and such. It's certainly not the first all- haling ointment out there (duh), but this new formula has a unique quality ( or lack thereof) that makes it stand out from the rest. Unlike a different blue- packaged balm we all know and love, Cerave Healing Ointment is not sticky. Seriously, no stick at all. And it's not too greasy, either. As someone who suffers from an Irrational fear of being covered in sticky stuff ( long story), this scores big for me.

Achieving a silky smooth texture was one of the main goals Cerave had when creating this product- a process which took three years working with some of the country's top terms. In the end, the brand come up with a lightweight, non- comedogenic formula that is free of lanolin ( the fatty stuffy found in sheep's wool and many beauty products) and includes three moisturizing ceramics. It's also fragrance - free and hypoallergenic, so it's great for people with sensitive skin and other skin issues, like eczema. In fact, it's earned the national Eczema Association seal of acceptance, which is a big deal.

But my final selling point goes back to my sticky- phobia. I have heard that many people ( including one Jennifer Aniston) use Vasiline instead of eye cream, but personally, the thought of that texture on my face gives me the newbie- jeebies. Ans even though Cerave's new ointment was also designed to be used on your face and is safe for underage area, the idea still made me squeamish. But since I was already so impressed with the feel and wanted to experience the product's full effect. I clenched my teeth and went for it. As you may  have guessed, I was pleasantly surprised. My eyes didn't instantly look like i'd slept a full eight hours or anything, but the ointment did feel soft on my skin and absorbed in easily- not greasy at all.

It's up in the air whether I will keep the ointment- as eye cream thing in my skin- care regimen long enough to see any result, but I will undoubtedly be slathering it on my hands, feet, and elbows all winter long.

Cerave Healing Ointment, $14.99 available at CVS.com.

Ch. 10 - Product Concepts

                                         

hello all, CeraVe does more than just moisturize the skin's surface - it's the first and only brand to offer A FULL LINE OF PRODUCT containing an exclusive combination of vital ceramics healthy skin needs.


                           What makes CeraVe diffrent than other skincare brands?

So CeraVe is developed by dermatologists, their mission is to provide advanced skincare prodcts that do more than  just moisturize the skin's surface. CeraVe is the first and only brand to offer a full line of skin care product that contain an exclusive combination of three scientifically- identified vital ceramides. CeraVe products penetrate the skin's surface, infuse it with moisture, and lock it in for truly long-lasting rsults and beautiful, healthy looking skin.

CeraVe has 5 product Type which are cleansers, moisturizers, healing ointment, sunscreen and baby.Area of uses face, body, hand, foot. Now you can uses it depending of your skin type for example normal to oily, normal to dry and dry to extra dry.

My favorite line of CeraVe product is Moistorizer because I have very dry skin and  their moistorizer cream with pump moistorizes and helps restore the protective skin barrier, with vital ceramides and I like that CeraVe products are non-irritaring and fragance free.
                                                   

Ch. 17 - Personal Selling and Sales Management

                                                                          

Hello all. Today I would discuss how CeraVe  brand establishes a unique, relationship with their costumers.  CeraVe ways to sell their product is with the help of  demartologist  review.


The internet has had a significant impact on personal selling - even among the least-seasoned salespeople. Here Dr. Marnie Nussbaum, MD and lifestyle blogger Jessie Date discuss the benefits of CeraVe Healing Ointment. With the help of this video a sell person can be educated about the product. Why is good for different type of skin and why different type of skin can uses it.

Another very important way that CeraVe.com can effectively market their product is by personal relationship that the sales team establishes with its customer at Target where costumer can ask question about the product .

Ch. 16 - Advertising, Public Relations and Sales Promotion

Think of advertisement that stick in your head. What makes them so memorable? is it the product itself, or is it the techniques used to produce  the ad? Advertising appeals are the persuasive that stimulates a person to buy a product or service by speaking to an individual's needs, interest, or wants. The goal of an ad is to persuade customers, and advertising appeals provide just the right hook to allow persuasion to occur. Advertising appeals are designed to create a positive image and mindset about those who use the product or service, and are a major factor of consideration for advertisers. Companies put a lot of effort into their creative advertising strategies and use various types of appeals to influence purchasing decisions.

CeraVe advertisement analysis
 The product the advertisement is trying to sell is create sunscreen.
The setting of the ad takes places in a swimming pool. The pool is in the ad.her skin looks radiant and    
she is smiling from ear to ear. Besides Rebecca and the pool, the ad display two other objects. There are two different bottles of VeraVe sunscreen; one squeeze- bottle and one spray can. In this print ad, Rebecca is in the pool showing off her smooth skin that she protects using create sunscreen. The purpose this ad is placed in twin magazines because its target audience is swimmers or people who spend a lot of time outdoors in the summer because this product helps protect the skin from the damaging rays of the sun and helps keep the skin hydrated after long hours in the pool.
Swimmers who see this ad is a swim magazine would recognize Rebecca Soni and stop to read the ad. The advertisement creators wants the target audience to believe that CeraVe sunscreen works so well that even three-time Olympic gold medalist Rebecca Soni uses and trusts it. The creators claim that being in the water and damaging sun can take a toll on your skin. Therefore, it is important to protect your skin and repair it by using CeraVe sunscreen. There are many visual techniques in this advertisement. The two that help portray the message most are:

1. Her skin is exposed and healthy showing how great your skin can look if you use CeraVe 
2. The use of bright colors and the bright blue pool in the background catch the reader's  eyes and tells he/she how this product is waterproof and good for swimmers. There are no aural techniques in a print ad

 Techniques
  needs
This ad portrays: the need to feel safe (from the sun)
the need for aesthetic sensations. (if you use this product you will feel more beautiful)

Ch. 14 - Marketing Channels and Retailing

Because of the numerous advantages and benefits, more and more people say they prefer online shopping over conventional shopping these days.

                                                  


CeraVe products can be purchased at most major retail outlets, including CVS, Walgreens, Walmart, Target , and grocery stores or online ( Amazon.drugstore.com, etc.) Now this new generation perferere shop online

                                       

There are many reasons for online retailers to be sanguine about the future of online retail. For many consumer is convenience they don't have to wait in a line or wait till the shop assistant helps them with their purchases. They can do  their shopping in minutes  even if consumer are busy, apart from saving time and avoiding crowds. Online shops gives consumer the opportunity to shop 24 x 7 and also reward them with no pollution shopping.

CeraVe consumer has choice if they find themselves busy. They can easy  access with their smart cell phone and buy their product online Just by going to google and type "CeraVe online retails" consumer are going to find many different cites with different offers that they can have a good deal. Consumer says that "I get cheap deals and better prices online stores because products come to you directly from the manufacturer or seller without middlemen involved, Many online shops offer discount coupons and rebates".

Ch. 6 - Consumer Decision Making

"The consumer decision making is complex process with involves all the stages from problem recognition to post purchase activities. All the consumers have their own needs in their daily lives and these needs make them make different decisions. These decisions can be complex depending on the consumer's opinion about a particular product, evaluating and comparing, selecting and purchasing among the different types product. therefore, understanding and  realizing the core issue of the process of  consumer decision making and utilize the theories in practice is becoming a common view point by many companies and people". According to John Dudovskiy on he detailed analysis on "Consumer Decision Making process" he restate that the consumer decision- making process consist of five steps, which are need recognition, information search, evaluations of alternatives, purchase and post-purchase behavior.

 consumer nows days have  many options when it comes to purchase a particular product, why CeraVe? only CeraVe delivers ceramides through a patented, controlled erase technology that penetrates the skin surface, to help rebuild the skin's protective barrier and lock in moisture all day.

Stock up on high-end CeraVe Baby wash &shampoo this week at CVS! Select CeraVe products are on sale, buy one get one 50% off, and offering a $10.00 Extrabucks reward when you spend $30.00. Buy four baby wash &shampoo products, use four $4.00 insert coupons, and get back $10.00 Extrabucks. Pay just $1.59 each. Here's how

• Buy two CeraVe Baby wash & shampoo for the regular price of $10.79.
• Buy two CeraVe Baby wash & shampoo for half price: $5.40.
• Use four $4.00/1 coupons from the 8/7 smart source coupon insert.
• pay $16.37 at the register and receive $ 10.00 Extrabucks on your receipt.

This fabulous deal stared October 4th 2016 at CVS and consumer didn't wait to comment  on this for example Maira said " My store had them for 9.99 plus boo and I had the four $4 off coupon and worked fine best thing was they were only a $1 each for me thanks kcl used them today on my daughter and they are great"  furthermore this are the things that consumer love to see when they are buying their favorite product with coupons make it more exciting for them. 

CeraVe can be found in most major retail outlets, including:

Ch. 5 - Developing a Global Vision

CeraVe is currently sold in the US and Canada. You can purchase CeraVe at most major retail outlets, including drugstores, mass retailers and grocery stores. However Cerave is not yet a global marketing meaning that it doesn't targets markets throughout the world. CeraVe begins in 2005, researchers in the U.S. partnered with leading dermatologists to develop a line of skin care products designed to help repair and strengthen the skin barrier.

Ch. 4 - The Marketing Environment

The family is maybe the most influencing factor for an individual. Therefore when it comes to choose a product that fit for the whole family CeraVe is the first and only brand to offers a full line of products containing essential ceramics that healthy skin needs. In a family of four the parents and two kids CeraVe is able to offers baby products that do more than just clean and moisturize. Formulated with vital ceramics, they help protect and maintain baby's delicate skin.

"My daughter hates putting lotion on, she always has. However, she doesn't mind CeraVe as much because it isn't thick. The pump applicator makes it easy for busy moms to apply to their baby's skin and for young children to apply themselves ( with supervision)" According to Cindy she is a happy mother because her daughter uses it, even if it is once or twice a day. It has really helped restore her skin, her hands are now soft and healthy. So when there are parents that gives good reviews about the product means that the consumer are being satisfied  by the product.

For brands - especially for fast- moving consumer goods (FMCG) or consumer packaged goods (GPG) - successfully " integrate" the family is both a real challenge and an opportunity develop a strong consumer loyalty among all the family members.

That why is important for create to be seen as a family brand in orders to become a consumer habit for parents and children when they will becomes adults.

                                         

Ch.18 Social Media and Marketing

In this new generation, with its modern ideas for social commerce a subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services.

"Social media is more than a way to market your business it's a chance to connect with your customers."

This video first  connect to their views  then introduces their product "CeraVe" and explain why is good for you. This is a way to sell a product in social online media, also this can be "Review sites" web sites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of product and services.

My company wants to sell their products therefore they have to look for ways to deliver their product to consumers in other words the organization identifies customers where they are ex Twitter , Facebook, youtube. Most people now days have a smartphone which allow them to look for their needs, they no longer need to go to the store to purchase ours good,  instead they can go online and search for what they wants and buy it.

                                                               SOCIAL MEDIA

in 2010, the agency implemented a social media strategy for the CeraVe to maintain a more active conversation with the consumer. The agency:

• headed up the re-design of create.com to make it more interactive and user-friendly.
• Created an educational "SK-INformation" blog for current and potential CeraVe users to get expert advice about the brand, issues affecting their skin &amp: the ability to leave comments.
• The new ceraVe.com interfaces across several social media platforms, including active presences on youTube, Facebook, Pinterest and twitter, with the goal of driving "follower" and "fan" traffic back to the website or to other online venues hosting positive information about the brand.

in 2011 and 2012, the agency expanded CeraVe's social media strategy to include:

• A short video tutorial series for consumers called " CeraVe 1-2-3" for viewing on both the brand's youTube channel and CeraVe.com.
• The launch of an interactive online (Facebook and micro site) video contest called "share your CeraVe story and WIN!" This promotion challenged ceraVe fans to submit brief videos showing why they are "ceraVe's Biggest fan" for a chance to win a year's worth of CeraVe skincare products. the contest, ultimately decided by voters, also included a sweepstakes component so one lucky voter had a chance to win the grand prize as well.

www.facebook.com/cerave

www.twitter.com/ceraveskin

www.youtube.com/ceraveskin

 

Ch. 2 - Strategic Planning for Competitive Advantage

Good afternoon everyone. Today I would love to do SWOT analysis on my product.

I am going to identifying internal strengths (S)
and weaknesses (W)
and also examining external opportunities (O)
and threats (T)

1. (S) Cerave is a great product because Cerave does more than just moisturize the skin surface its the first and only brand to offered a full line of products containing an exclusive combination of vital ceramides healthy skin needs. They offers different product type like.

• Cleansers 
• Moisturizers 
• Healing ointment 
• Sunscreen 
• Baby 

This product are developed with dermatologist, with this full line of product recommended for face and body to address not only dry or oily skin but also use as part of a recommended skin care regimen suitable for those with skin conditions such as eczema, psoriasis, acne, rosacea and atopic dermatitis.

Cerave products are non-irritating, non-comedogenic and fragrance- free.

AWARD

2012 Allure Best of Beauty Award

2012 Allure Best of Beauty Award

Winner "Best of Beauty" Award for CeraVe® SA Renewing Lotion

     2.(W) Now when it comes to weaknesses I can consider the fact that Cerave is currently sold in the US and Canada.

    3.(O) External opportunities would be that my product expands throughout the world ex Europe, Asia, Africa and so on 

also the use technology is existential for my product to be delivery to every single one. 

    4.(T) I believe that every single product face obstacles but in my opinion that is  nothing to be worry about, because it only means that the product is doing well. In the other hand my product weaknesses is that is currently sold in the US and Canada however eventually we are going to deliver the product to others countries. 

Ch. 1- Overview of Marketing (Brief History and Mission Statement)

Skin is our largest Organ and plays a very important role as our first level of defense against a host of environmental aggressors. Your skin helps your body temperature even. if you get too hot, blood vessels near the surface of the skin, called capillaries, enlarge to let the warm blood cool down.
with this brief explanation about how important is our skin I would love to introduce Cerave

Make ceraVe Moisturizing cream a vital part of your daily skin care routine. it won't clog pore, is never greasy and will not irritate sensitive skin. with our unique, patented multivesicular emulsion (MVE) delivery technology, this potent cream provides multiple layers of nurturing and protective ingredients to the skin slowly over time. MVE ensures that these ingredients- including ceramics, hyaluronic acid and emollients that moisturize and soften skin- penetrate deeply into the skin to hydrate and nourish where you need it, lasting long after you apply it.

• non-comedogenic and non-irritating
• Ceramides help repair the skin barrier
• Hyaluronic acid attracts needed moisture 
• Glycerin and Dimethicone prevent moisture loss at the surface