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Transcript of internship presentation
marketing La Roche-Posay
DERMATOLOGICAL CORRECTIVE CONCENTRATE -
WITH PURE RETINOL + PROGRESSIVE-RELEASE RETINOL
MORE EFFECTIVENESS, MORE TOLERANCE.
THE 1ST SENSITIVE SKIN RETINOL
]edermic launch strategy
AA ADVOCACY MODEL
VISIBILITY NR1 IN POS
MY PERSONAL GOALS
VITAMIN C FOR SENSITIVE SKIN
complete anti-aging care
Create dermatological endorsement to build credibility and trust among consumers and pharmacists
AA Advisory Board
dr n. med. Ewa Chlebus
video about retinol for express trainings
dr n. med. Ewa Kaniowska
speech during the SLDE congress
dr n. med. Marcin Zakrzewski
dr. n. med. Barbara Pytrus
reprint for dermatolgists
Encourage prescriptions by:
education: nr 1 on medical visits in esthetic offices; ADV; fiche
trial: 300 specimens of Redermic R with opinion survey
tools: miniproducts and brochures for patients
to encourage advice by:
Significant testing action
make them love La Roche-Posay and spread this love arround the press world
Press trip to La Roche-Posay
Paid pr-style advertorials with
to advice the right product
to give boost the launch
> visibility contest for sales reps
Collaboration and networking – speeds up proccess
Multitasking and well-organized agenda
Retroplanning – avoid bottle-necks
for me :)
The first sales results
ANTI-AGEING SENSITIVE SKIN FILL-IN CARE
VITAMIN C + MANNOSE + FRAGMENTED HYALURONIC ACID
> REINFORCED FORMULA
> NEW BENEFITS
More instant results
More radiant complexion
> NEW TEXTURES
Controlled oxidation thanks to Mannose
More comfortable for greater pleasure
VISIBILITY NR 1
express trainings by VP and training events in 600 POS, fiche
2300 specimens of Redermic R with opinion survey
Mystery Shopper programme
consumer brochures with 2 sachets
Physio foaming water 50 ml with each purchase of Redermic R
Miniproducts, sachets, brochures
Special scores in salary programme for Redermic sell-out
Visibility in POS
feel the difference :)
just do it!
this one is the best!
here is cheaper!
...I'm lovin' it...
impossible is nothing
how not to let our customers to be lost...?
the question is...
the answer is...
... is looking for a
anti-ageing product with
to sensitive skin...
...to be simply happy!
Market analysis YTD 2013
Situation in the category
La Roche-Posay vs. competitors
AA La Roche-Posay is negative
> significant drop on active C and redermic franchise
> substiane stable
*Source: sell-out IMS june 2013
About 15 strong players with AA products on the market.
for REDERMIC [R]
Boost/IMS/ JUNE 2013
IMS/ JUNE 2013
Time for questions!