By Group 2By Group 2

MembersMembers ：：陈楚艺 陈斯陈楚艺 陈斯敏 敏 吴雪文 黄韵洁 叶永昌吴雪文 黄韵洁 叶永昌

History of History of Neutrogena Neutrogena corporationcorporation

began its success story in 1930 began its success story in 1930 when founder Emanuel Stolaroff when founder Emanuel Stolaroff

started a small specialty cosmetic started a small specialty cosmetic company called Natone. company called Natone.

Became a member of the Johnson & Became a member of the Johnson & Johnsons family of company since Johnsons family of company since

19941994

NeutrogenaNeutrogena’’s target s target marketmarket

The target consumers of The target consumers of Neutrogena are well-educated Neutrogena are well-educated young ladies whose ages range young ladies whose ages range

from 20 to 35.from 20 to 35.

The majority of its target The majority of its target consumers goes to the office consumers goes to the office ladies while part of them are ladies while part of them are

students.students.

NeutrogenaNeutrogena’’s market mixs market mix

1 Product1 Product2 Price2 Price3 Promotion3 Promotion4 Place4 Place

Neutrogena the #1 Dermatologist Neutrogena the #1 Dermatologist Recommended skincare brand offers Recommended skincare brand offers a wide range of the worlda wide range of the world’’s most s most loved beauty and skin care products loved beauty and skin care products lines which included the trademark lines which included the trademark Neutrogena cleansing bars, as well Neutrogena cleansing bars, as well as several types of cleansers, toners, as several types of cleansers, toners, deep pore treatments, moisturizers, deep pore treatments, moisturizers, lotions, and acne treatments.lotions, and acne treatments.

NeutrogenaNeutrogena’’s detailed s detailed product lineproduct line

CleanserCleanser AcneAcne MoisturizersMoisturizers Anti-agingAnti-aging Body&BathBody&Bath CosmeticsCosmetics HairHair Men Men

Promotion: personal Promotion: personal sellingselling

Free samples left in dermatologists' Free samples left in dermatologists' offices and repeated visits each year offices and repeated visits each year led to Neutrogena's unrivaled success led to Neutrogena's unrivaled success in the soap market. As of 1981, a in the soap market. As of 1981, a dedicated force, comprising 16 out of dedicated force, comprising 16 out of 66 salespersons, was assigned the 66 salespersons, was assigned the sole responsibility of visiting 5,000 sole responsibility of visiting 5,000 dermatologists each year, developing dermatologists each year, developing personal relationships with advocates personal relationships with advocates in the profession. in the profession.

Promotion: advertisingPromotion: advertising

Promotions for Neutrogena's new acne Promotions for Neutrogena's new acne cleansing soap in teen publications offered a cleansing soap in teen publications offered a free trial-size bar. The ads proclaimed, "If free trial-size bar. The ads proclaimed, "If you have acne, we need your help," and you have acne, we need your help," and Neutrogena asked teens to send a quarter Neutrogena asked teens to send a quarter (to cover handling) and to give the company (to cover handling) and to give the company honest answers about the success of the honest answers about the success of the soap. Over 57,000 teenagers sent in their soap. Over 57,000 teenagers sent in their quarters, constituting the highest response quarters, constituting the highest response in the company's history, and a newly in the company's history, and a newly penetrated marketpenetrated market

PlacePlace In its early years:In its early years: its cosmetics were distributed to its cosmetics were distributed to

beauty salons related to the Hollywood film beauty salons related to the Hollywood film industry and by 1940s ,the cosmetics could industry and by 1940s ,the cosmetics could be sold in some retail markets,while its be sold in some retail markets,while its cleansing bars were distributed to cleansing bars were distributed to department stores and drug stores as well department stores and drug stores as well as getting close relations to two as getting close relations to two institutions: dermatologists and luxury institutions: dermatologists and luxury hotels. hotels.

Nowadays, consumers can buy the Nowadays, consumers can buy the NeutrogenaNeutrogena’’s products in some s products in some supermarkets such as the Walsonsupermarkets such as the Walson’’s s etc.etc.

PricePrice

VS

PricePrice

The price of NeutrogenaThe price of Neutrogena’’s products s products is comparatively lower than that of is comparatively lower than that of the CLINIQUE. Because the price is the CLINIQUE. Because the price is based on Neutrogenabased on Neutrogena’’s target s target market----well-educated young ladies market----well-educated young ladies whose ages range from 20 to 35, whose ages range from 20 to 35, who can afford Neutrogenawho can afford Neutrogena’’s s products.products.

ReferenceReference http://www.neutrogena.com.cn/ http://baike.baidu.com/view/396748.htm http://www.neutrogena.com/ http://www.clinique.com/index.tmpl?http://www.clinique.com/index.tmpl?

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