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internship presentation

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by

Daria Rudnik

on 8 September 2014

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Transcript of internship presentation

internship presentation
DARIA RUDNIK
marketing La Roche-Posay
main project:
[
R
]EDERMIC LAUNCH

WHY?
WHAT?
WHO?
HOW?
GOALS
DERMATOLOGICAL CORRECTIVE CONCENTRATE -
INTENSIVE
WITH PURE RETINOL + PROGRESSIVE-RELEASE RETINOL

MORE EFFECTIVENESS, MORE TOLERANCE.

THE 1ST SENSITIVE SKIN RETINOL

REDERMIC [
R
]
[
R
]edermic launch strategy
AA ADVOCACY MODEL
VISIBILITY NR1 IN POS

LAUNCH GOALS
MY PERSONAL GOALS
KEY LEARNINGS
REDERMIC
VITAMIN C FOR SENSITIVE SKIN
complete anti-aging care
Dermatologists
Pharmacists
Journalists
Beauty Advisors
Create dermatological endorsement to build credibility and trust among consumers and pharmacists


AA Advisory Board
360'
1.
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

marketing materials
dr. n. med. Barbara Pytrus

reprint for dermatolgists
2.
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:
1.
Education
2.
3.
Significant testing action
Tools

make them love La Roche-Posay and spread this love arround the press world
1.
Press trip to La Roche-Posay

2.
Product dispatch

3.
Paid pr-style advertorials with
context placement


to advice the right product
Sampling
1.
2.
Motivation
to give boost the launch

> visibility contest for sales reps

Launch goals
key learnings
Collaboration and networking – speeds up proccess

Multitasking and well-organized agenda

Retroplanning – avoid bottle-necks
and hold-ups

for me :)
The first sales results
ANTI-AGEING SENSITIVE SKIN FILL-IN CARE
VITAMIN C + MANNOSE + FRAGMENTED HYALURONIC ACID

REDERMIC [
C
]
> REINFORCED FORMULA
> NEW BENEFITS
More instant results
More radiant complexion



> NEW TEXTURES
Controlled oxidation thanks to Mannose
More comfortable for greater pleasure

1.
2.
Strong message
Clear advice
3.
Impactful visibility
VISIBILITY NR 1
Be flexible
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
4.
Motivation
3.
GWP
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
Thank you!
feel the difference :)
buy it!
just do it!
go there!
this one is the best!
like it!
I recommend!
here is cheaper!
...I'm lovin' it...
impossible is nothing
try it!
connecting people
how not to let our customers to be lost...?
the question is...
the answer is...
advocacy
our consumer...
... is looking for a
very

efficient
anti-ageing product with
high tolerance
to sensitive skin...

...to be simply happy!

Market analysis YTD 2013
Market position
Situation in the category
La Roche-Posay vs. competitors
the market
is growing
+4,4 %
AA La Roche-Posay is negative
sell in
- 33%
sell out
- 28%

market share
-2,1%
> 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.
Key competitors
Retinol Ha
Eluage
Ystheal
Retinol 0,3%
for REDERMIC [R]
Boost/IMS/ JUNE 2013
IMS/ JUNE 2013
Time for questions!
Full transcript