Dermalin cream

Date of Publication

1995

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

Dermalin Cream has already been participating in the dermatological market since 1977 and was considered an institution in skin medication during the succeeding years. At present, Dermalin is a product already in its decline stage but still holds a significant market share of 14% in terms of unit sales among other competing over-the-counter dermatological products.

Dermalin Cream thrives on its current claim that it is a multi-purpose cream. It can be used in almost all types of skin problems. With the upcoming trend in market-niching, Dermalin faces tough competition with other creams and ointments formulated to cure specific skin problems. Among these brands, Trosyd, Tinactin, Terramycin, Nizoral, and Bioderm serve as Dermalin's major competitors.

For the year 1996, Dermalin will be aiming to achieve an increase of 25% in gross peso sales through the launching of its new packaging. In relation to the positioning of the brand, advertising and promotions will play a major role in achieving its objectives. In addition, three new product extensions of Dermalin Cream are set to be launched in 1998. These extensions will participate in the anti-fungal, anti-bacterial, and anti-itch segment of the dermatological market.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09734

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

71 numb. leaves

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