bachelorThesis
Plan de mercadeo para el lanzamiento de la marca Coppertone® en Colombia
Fecha
2013Autor
Cabrera Guerra, Natalia
Zambrano Torres, Andrea Catalina
Institución
Resumen
MSD is known to the world as a leader in clinical research business in three main areas: human health, animal health and Consumer Care. In 2009 joins MSD Schering-Plough, immediately after which they begin to develop programs and strategies for various products and brands manage to penetrate markets not previously covered.
Among the products in the area of Consumer Care is the Coppertone ® brand, specializing in care for skin sunscreen. Among the challenges that arise from the merger of Merck and Schering-Plough is to achieve the introduction of this brand in the Colombian market, being aware of the growing importance of personal care culture today, where the public recognizes the impact negative diseases arising from solar radiation and exposure of unprotected skin.
The global market sunscreens are very positive growth for the region of Latin America. In the case of Colombia, the sale of these products is favored by climatic conditions offered by the tropics and the tourist market they attract. It also recognizes the participation of various brands of guards and sunscreens which has a high incidence and prominence in the Colombian market.
Given the above, MSD requires studying the behavior of the market for sunscreen products in Colombia in order to obtain an overview of the same, so that allows for an analysis of the feasibility of the introduction of the brand Coppertone ®, allowing recognize brands present, products, market structure, customers, channels distribution, pricing, and others, to finally have a Market Strategic Plan for the instruction of the country market.