An advertising campaign for cetaphil gentle skin cleanser

Date of Publication

2003

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Julie B. Tanada

Defense Panel Chair

Denis Gutierrez

Abstract/Summary

Galderma is a pharmaceutical company whose expertise in dermatology is well known worldwide. With its state-o-the-art facilities and research centers in Europe, the United State and in many parts of the globe, Galderma has made breakthrough in dermatology way before most pharmaceutical companies existing at present did.

This company focuses on Cetaphil Gentle skin cleanser, which is one of the many exemplary products of Galderma. Cetaphil, a hypoallergenic, dermatologist recommended skin cleanser, is formulated for all skin types without interfering the skin's normal functions. However, it was only three years ago that Cetaphil began advertising in lifestyle magazines like Cosmopolitan, Preview and Seventeen to increase awareness among consumers. For so many years prior, Cetaphil’s marketing communications were directed towards dermatologists and other health care professionals only.

At present, Cetaphil continues to advertise in magazines. This campaign was created to enhance the level of awareness among the consumers that Cetaphil is the mildest skin cleanser in the market today. Given a limited budget, a 12 month campaign with product sampling in gyms, along with other options, has been created to meet the objectives of Cetaphil and attain the much needed mileage as well.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16308

Shelf Location

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

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