Impact of Clean & Clear® Products’ Advertisements & Advertising Strategy on the Minds of Teenage Girls
INDEX
1. Introduction to the brand
2. A brief history of the brand
3. Marketing Strategy
4. Promotional Strategy
5. The new concept – ‘See the Real me”
6. Idea behind #seetherealme
7. Strategy behind #seetherealme
8. Tools of Promotion
9. The responses
10. Data analysis – Questionnaire
11. Presentation of data
12. Conclusion
Introduction to the brand
Clean & Clear is a line of dermatology products owned by Johnson & Johnson. The brand was originally developed by Revlon as a line of sensitive skin personal care items in 1957. The “Clean and Clear” name was based on products that contained no fragrance …show more content…
J&J targeted female teenagers because they:
• Have spots
• Use a lot of medicated products
• Would grow up and be potential adult buyers of the brand
Clean & Clear was launched in the UK in 1992, following its successful launch in the USA in 1991. In 1992, Clean & Clear was virtually unknown among teenagers. Therefore, this was effectively a completely new launch to the female teenage consumer
The first Clean & Clear product was a skin cleanser. Revlon introduced lotions and bar soap by 1986, and hair conditioner and shampoo by 1989.
The brand was originally developed by Revlon as a line of sensitive skin personal care items and was introduced by 1956. The Clean & Clear name referred to the fact that the products contained no fragrance or dyes, and left no residue after rinsing. In 1991, Revlon sold Clean & Clear to Johnson & Johnson.
MARKETING STRATEGY
Marketing, like any other key business activity, requires direction provided by clear objectives. For Clean & Clear these were to:
1. Become the No. 1 medicated skincare brand by value
2. Become the most popular medicated brand amongst female …show more content…
By the end of 1996 Clean & Clear had won 14 per cent of the market.
However, after five years Clean & Clear had not achieved its key objectives: it was not the No. 1 medicated brand and it was not the most popular brand amongst teenage girls. This suggested that it was not establishing the depth of relationship that it had anticipated.
The first warning sign was that the growth in sales appeared to be being generated by distribution gains rather than consumer demand. In other words, between 1992 and 1996 ten new Clean & Clear products were launched - while these were being bought by retail outlets the actual stockturn of the brand was slowing down. Stockturn measures the rate at which the total brand’s products are moving off the shelf. This is achieved by dividing total value sales by aggregate distribution.
Thus the increase in sales of Clean & Clear products was more as a result of increasing varieties being made available rather than substantial increases in demand for the individual products. In fact the sales of some of the more established products were actually
INDEX
1. Introduction to the brand
2. A brief history of the brand
3. Marketing Strategy
4. Promotional Strategy
5. The new concept – ‘See the Real me”
6. Idea behind #seetherealme
7. Strategy behind #seetherealme
8. Tools of Promotion
9. The responses
10. Data analysis – Questionnaire
11. Presentation of data
12. Conclusion
Introduction to the brand
Clean & Clear is a line of dermatology products owned by Johnson & Johnson. The brand was originally developed by Revlon as a line of sensitive skin personal care items in 1957. The “Clean and Clear” name was based on products that contained no fragrance …show more content…
J&J targeted female teenagers because they:
• Have spots
• Use a lot of medicated products
• Would grow up and be potential adult buyers of the brand
Clean & Clear was launched in the UK in 1992, following its successful launch in the USA in 1991. In 1992, Clean & Clear was virtually unknown among teenagers. Therefore, this was effectively a completely new launch to the female teenage consumer
The first Clean & Clear product was a skin cleanser. Revlon introduced lotions and bar soap by 1986, and hair conditioner and shampoo by 1989.
The brand was originally developed by Revlon as a line of sensitive skin personal care items and was introduced by 1956. The Clean & Clear name referred to the fact that the products contained no fragrance or dyes, and left no residue after rinsing. In 1991, Revlon sold Clean & Clear to Johnson & Johnson.
MARKETING STRATEGY
Marketing, like any other key business activity, requires direction provided by clear objectives. For Clean & Clear these were to:
1. Become the No. 1 medicated skincare brand by value
2. Become the most popular medicated brand amongst female …show more content…
By the end of 1996 Clean & Clear had won 14 per cent of the market.
However, after five years Clean & Clear had not achieved its key objectives: it was not the No. 1 medicated brand and it was not the most popular brand amongst teenage girls. This suggested that it was not establishing the depth of relationship that it had anticipated.
The first warning sign was that the growth in sales appeared to be being generated by distribution gains rather than consumer demand. In other words, between 1992 and 1996 ten new Clean & Clear products were launched - while these were being bought by retail outlets the actual stockturn of the brand was slowing down. Stockturn measures the rate at which the total brand’s products are moving off the shelf. This is achieved by dividing total value sales by aggregate distribution.
Thus the increase in sales of Clean & Clear products was more as a result of increasing varieties being made available rather than substantial increases in demand for the individual products. In fact the sales of some of the more established products were actually