1. Neutrogena Face Wash
Zachary Berg

2. History Founded in the 1930’s by Emanuel Stolaroff
“Natone” – soap company
Officially changed to Neutrogena in 1962
Tied soap and medicine together
Created a good relationship with Dermatologists
In 1994 acqiured by Johnson & Johnson

3. Company Analysis
Product – Face wash to prevent acne and have clear skin
Promotion – Online, television ads, and WOM
Place – Convenience Stores, Retail Stores, & Online

4. Company Analysis Price – Range from $5 - $7
Many coupons are offered (Walgreens, Wal- Mart, etc.)
Profit Condition – Guaranteed to bring in money due to loyal customers and profitable brand name
If marketed to others would raise sales

5. Neutrogena’s Other Products
Body Wash
Make-up remover
Sunscreen
Moisturizers
Shampoo / Conditioner

6. Company Image Positive & Negative
Over priced strong (irritating) acne medication
Comes from #1 Dermatologist recommended brand (Neutrogena)
Multiple celebrity models for face wash

7. Competitor Analysis Major Players The Procter and Gamble Company
Unilever
Johnson & Johnson
Neutrogena
Merkl and Co., Inc

8. Competitor Analysis Competitive Landscape Market Share Concentration
Internal
Price
Quality
Research and Development
External

9. Customer Analysis Market Segments Department Store
Strong influence
Increasing through 2013
Supermarkets and Grocery Stores
Largest market segment
Decreasing through 2013

10. Customer Analysis Target Markets Women Men Hispanic
Largest market, increasing older population
Men
Increasing Market, up 11% in 2011
Hispanic
Growing population, driving future sales

11. Product Market Facial Skin Care Neutrogena Oil Free Acne Wash
23.7% of market
Neutrogena Oil Free Acne Wash
$43 million in 2012
2.3% growth

12. SWOT Analysis STRENGTH Good working product Loyal customer base
Neutrogena is a dominate player in skincare
High amount of advertising
WEAKNESS
Not marketed to teenage boys and college men
High price compared to competitors
Opportunities
Prosper in lower middle class markets
Prosper in rural markets
Tie up with hotel chains
Men’s Products
THREATS
Strong competitors
Economic downturn

13. Critical Weaknesses The product is too harsh on skin
The price is a little too high compared to competitors
The bottle (packaging) is not appealing to men
The product is not promoted towards males (13 – 24)
There are many opportunities to further advance sales

14. New Marketing Strategy
Product - Use a neutral colored bottle , create a new less intense scent, make for sensitive skin as well
Price – Lower price to be affordable for lower middle class (under $5) , buy one get one first time
Promotion – Promote to males more (use men spokesperson) , make business connection with hotels
Place – Be available in every convenience store