The Product differentiation in the positioning strategy of ProActive that sets it apart from its competitors is its distinct reputation for effective and noticeable results, also accentuated by the positive endorsements given by various celebrities. This is part of the strategy of positioning ProActive on product attributes, on the basis of its blemish fighting performance. What to have in the words of P.diddy “silky smooth, cocca-butter skin?” How? Just ask Katie Rodan and Kathy Fields. Celebrity endorsement have been a popular promotional tool for ProActive, as using someone known and trusted gives consumers the impression they are more trustworthy and adds weight to their testimonials. Why use celebrities? Celebrity endorsement have been a popular promotional tool for ProActive, as using someone known and trusted gives consumers the impression they are more trustworthy and adds weight to their testimonials. Along with this today’s society has glorified and celebrities through the media and many people may look up to celebrities as idols or many be greatly influenced by what they purchase and in turn purchase similar things to be like them. An example of this would be using the teen sensation Justin Beiber in there testimonials using the influence of his targeted audience which largely consists of teen girls in which also fit’s ProActiv’s demographic. Other forms of promotion Other forms of promotion undertaken for ProActive include personal selling methods such as stalls in shopping centers and also through mass media advertising mainly through television. ProActive was founded by two Stanford university students while they were studying dermatology. The two dermatologists came about the idea while they were discussing how they want to improve skin tone, blemishes blackheads as well as whiteheads. Thus a 3 step system was designed to prevent acne and future breakouts on a daily basis.
A.2.f. Product Review Branding strategy
ProActiv is a professional level acne system, known for their high quality product and social responsibility. ProActiv is trusted by many professionals and everyday people. The brand has many faithful customers both old and young. They are most popular with females between the ages 15 to 35. ProActiv offers a high quality product sold at a value-based price.
Our variety-based positioning at Neutrogena allows the company to service a broad range of consumers and servicing consumer needs in the advancement of human skin health and total well being. “ProActiv offers some of the world’s most loved beauty and skin care lines, and manufactures and market products in over 68 countries” reaching concern parents with small children or acne prone teenagers, men and women struggling with adult acne
A.3.a. Competitive Review Competitive Analysis
|3-Step System||Clinique||Clinique has the advantage of having a personal consultant that can assist consumers on-site in most department stores where they personally sell their product line.|
|Clear Difference||Estee Lauder||Offer the options of products that only require one or two steps (3-in-1 cleansers).|
|Complete Acne Therapy System||Neutrogena||Known for their high quality product and social responsibility.|
A.3.b. Competitive Review Market share
Series 1 Proactiv Estee Lauder Neutrogena 800 659 356 Column1 Proactiv Estee Lauder Neutrogena Column2 Proactiv Estee Lauder Neutrogena
A.3.c. Competitive Review Competitive positions and roles
ProActiv currently holds the top spot in skincare. Their skincare brand, ProActiv+, makes up 22% of the North American market share. Its affordable pricing and wide availability gives the brand strength in the Canadian cosmetic industry.
Estee Lauder is another competitor in skincare, however it does falls into the luxury segment. Neutrogena is the nicher, that can be found away from department stores, in stores like Walmart. Neutrogena products are sold at competitive prices while ProActiv is sold at value-based prices. Market shares for the top international skincare companies are as follows: ProActiv, Estee Lauder, and Neutorgena
A.3.d. Competitive review Strategic Sweet Spot
ProActiv is for any teen or adult who struggles with acne-prone skin, mild to moderate acne, adult acne and/or hormonal breakouts. ProActiv works for men and women of all ages, and will appeal especially to women in their twenties, thirties, forties and fifties who desire spa-quality skincare products. ProActiv takes advantage of new science to deliver more effectively on its original promise to clear acne, help prevent future breakouts and give you great skincare.
A.3.e. Competitive review Positioning
ProActiv is our most advanced solution to deliver clear, radiant, flawless-looking skin. ProActiv+ is the result of 10 years of research, extensive studies and input from thousands of ProActiv customers. Working with a team of expert chemists, Doctors Rodan and Fields have delivered a completely reengineered 3-Step System that fights acne faster and more effectively, and provides skincare benefits above and beyond what anyone would expect from an acne treatment.
ProActiv is the only acne treatment with Smart Target® Technology. Smart Target® Technology is an acne-targeting innovation that delivers 50 percent more of our prescription-grade acne-fighting medicine with laser-like precision directly to the pore, where the acne starts, and away from the skin’s surface, for faster, more effective acne treatment with less irritation to the skin.
In addition, ProActiv has powerful acne-fighting medicine in every step for a comprehensive, dual-therapy solution that combines the most effective FDA acne-fighting ingredients to unplug pores and help prevent new breakouts from forming.
Finally, because acne is a lot more than just blemishes and breakouts, ProActiv has been formulated with advanced skincare ingredients to deliver solutions to many of the biggest problems of acne-prone skin, including uneven tone, unwanted pigmentation, excess oil and shine, redness and blotchiness, large-looking pores and a dull complexion.