A new sunscreen line in Kuwaiti market

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A new sunscreen line in Kuwaiti market

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Abstract

In Western countries, the photo damage created by the sun is a public concern. People are encouraged by governments to heighten of public awareness of the risk linked to sun exposure. The use of sunscreen as one of the ways to protect the skin against its alteration on a short or long term is enhanced. Many professional groups such as the American Academy of Pediatrics have alerted the public opinion through medical recommendation on the need to avoid the contact with UV rays as much as possible. In this report, I study a sunscreen product and the Kuwaitis' behavior and habits to be able to establish a coherent product and efficient communication tips for the launch of the product. When the sun alters the skin, it is called sun damage. Sun damage causes minor cases of sunburn and aging, and can transform in the worst cases to skin cancer. To avoid those reactions, sun-block and sunscreen creams and lotions are applied, in addition to a limited exposure to sun and skin protection by clothes. Sun-blocks and sunscreens are categorized separately because of the different effects they have on the skin protection and for the different actions of each. Sunscreens are generally referred and sold by manufacturers as sun-blocks as soon as the protection indicator is SPF 15 or higher. Since both are used to protect the skin against sun radiation, we will find out what the intrinsic differences between the two are. In a second part, we will establish the actual product line existence.

Traditional product definition
1. What may be the sunscreen's functions?
2. Who is our target audience?
3. How is the product or service acquired, used, and disposed?
Analysis of the macro consumer picture
1. Origins of the today's country
2. Economic centers
3. Social trends
Analysis of the micro consumer picture
1. New sunbathing behaviors and influence of religion (Naidoo, 2008)
2. The demographic influences (Naidoo, 2008)
3. The ethical styles of Kuwaiti customers
From the ?consumer looking out? perspective
From the ?marketer looking in? perspective, information and techniques to implement in order to improve sales or increase usage
1. The marketing shall create a new product knowledge
2. The marketing shall create an adapted product line
3. The advertising agency shall work on influencing the judgment and the decision making
4. The sales force shall take into consideration the ethical buying behavior of Kuwaitis
5. Store designer

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[...] Islam is the most practiced religion in this country. But Kuwait remains well known for its religious tolerance Economic centers Kuwaiti economy is not very diversified, which pushes the country to be open. If the most important natural resource is oil, of nominal GDP and 95% of export earnings in 2007), it also implies that Kuwait is very import-dependent. Manufacturing represents of the nominal GDP whereas the service sector accounts for more than 12% of the GDP with a double-digit growth trend. [...]

[...] It means that they do not trust other easily, and usually believe that other tend to take advantage of them each time the situation occurs. They tend to be under 30, in majority women and are the less educated respondent. They believe that morality is situational-specific, and are nevertheless quite idealistic. They do not want to hurt other but in the middle-time they are afraid that other may take advantage of them. The principled customers have a high ethical behavior. They represent 33,8% of the Kuwaitis customer. [...]

[...] With a very high power distance index (Hofstede, 1980), the difference of power levels is accepted and needed. Islam also encourages the elders' consultation. In addition, Kuwait is male-dominated society (Hofstede, 1980). Despite balanced indices of masculinity, genders qualified the possession of different attributes. For instance, men must be successful, as well as strong and ambitious, when women must be good mothers and persons able to take care of the family. Usually in a traditional Arab culture, males are capable of using an abundant social support system and resources from among the extended family. [...]

[...] (Sandman, 2008) 3 Analysis of the micro consumer picture Now that we identified who is the KuwaitI population, we will identify the micro customer behavior. It will allow us to segment more precisely our audience and understanding what are their purchase motivation. Segmentation is a decision based on the ability to provide the selected segment with superior customer value at a profit. (Sambul, Spring 2008) New sunbathing behaviors and influence of religion (Naidoo, 2008) Beliefs and values have influence on the customer behavior. [...]

[...] When men generally feel not inclined in applying more than once sunscreen, women are more careful. Parents generally speaking will take more care with their kids than on themselves The ethnic related influence We learnt in the previous parts that Kuwait was a very multicultural country with 55% of non Kuwaitis. For this reason, behaviors will be different depending on the origins. But they have a common point when Arabic: most women prefer fair, milky skin and have no desire to get tanned. [...]

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