MARKETING PLAN

Proactiv Solution Marketing Plan: ProCare

Proactiv Solution Marketing Plan: ProCare

Executive Summary

Proactiv Solution believes that women should not give up the fight unwanted skin conditions. Proactiv provides them with the solution in the form of ProCare. It promises to provide young and aging women clarity and brightness, and a unifying tone and texture of the skin. The target market, which the brand will cater to, is African American and the Spanish communities. Consumers want to look young, pretty and elegant. Modern women want to have a glowing skin, free from acne and wrinkles, which help them in making a strong personality. ProcCare gives women the confidence to feel good about themselves.

The price of the brand will be $15. The distribution channels will include specialists' clinics, spa and salons, and online medium. Moreover, the promotional activities will use celebrities for endorsements. The sales forecast and profitability looks promising for the company. In the first year, the sales forecast shows a figure of $150,000. In the second year, the sales are forecast shows a figure of $375,000. The brand will produce a loss in the first year according to analysis. However, positive trend will take place in the following years. The overall organizational and the marketing objective include providing solution and care to skin problems for women of varied ages.

Situational Analysis

Marketing Analysis

Sales

The industry, which pertains to the acne products in the US, makes up more than two billion dollars every year. Proactive Solution is one of the leading brands in the United States, which had sales of more than 800 million dollars last year (Kevin, 2008). This is a massive sales figure in the US. One of the significant reasons behind such performance of the product is the high proportion of celebrity endorsements, which is part of Proactive Solution's marketing campaign.

Target Markets

ProCare will aim to focus on the African American and the Spanish communities in the US. ProCare promises to deliver quality results to the target market in three simple steps. The skin of the African American is dark in color, which makes it more complex than the light colored skin. It may also be sensitive. Therefore, African Americans need to choose skin care products carefully.

The Spanish communities have a growing pressure to look young, since they have been aging. Therefore, the Spanish communities have a growing interest in quality skincare products, which are effective and use technological innovations with respect to scientific ingredients.

Market Analysis

The US skincare market suffered a slow growth due to the economic recession in the last couple of years. However, there has been a steady recovery as consumers have now started to increase their spending on skincare products. In the year 2009, the skincare industry in the US has a market value of just over 4 billion dollars. According to estimations, the skincare market is set to reach a value of approximately 5 billion dollars by the year 2013 (Farage, 2010). Such estimations represent a growth of nearly 15 percent in comparison with the performance in ...